HND商務(wù)文化與策略

1、本文檔如對你有幫助，請幫忙下載支持！ Assessment task 1 Outcome covered All outcomes (1-5) Section 1: (a) . The PESTEL analysis heading are a framework in which environmental influence are categorized into six main types: political, economic, socio-cultural, technological, environmental and legal. 1. P: political forc

2、es, as the political arena has a huge influence upon the regulation of business and the spending of consumers and other businesses. The political is including government stability, taxation policy, social welfare policies and the trade regulations. In our case of J D Wetherspoon plc, the Monopolies

3、and Mergers Commission take a ruling about broken the tied house system, this ruling limited the brewer selling the beer and brewing the beer at same time. And the government pays attention for the disadvantage. 2. E: economic forces, as the state of a trading economy in the short-term and long-term

4、 influence the wealth of a population. The economic is including interest rates, inflation, and disposable income and product seasonality and so on. About the J D Wetherspoon plc, in the start of twenty first century, J D Wetherspoon was facing much more competition. The retail licensing marking had

5、 adapted to the changes in the tied house system and other retail pub chains likeInRnesgaendt Punch Taverns had been developing their businesses.And the supermarket began selling drinks also have influence on the company. 3. S: socio-cultural forces. Such as religion and demographics impact upon pro

6、duct design and spending by consumers. It includes lifestyle trends, education level, population demographics and social responsbility In the case, people more and more carefully to take attention on their health, so they began to reduce the wine drinking. Then J D Wetherspon plc develops a kind of

7、low ethanol wine. 4. T: technological forces, such as information technology influences production methods, and transportation influences market penetration and product costs. It will include speed of introduction of new technologies, innovations/developments and consumer buying options and so on. I

8、n the case, with the technological develop; the beer can be bottled and selling in the market. Because of this, people aren neetd to drink beer only in the pubs. This can decrease the sell share of the J D Wetherspoon. 5. L: legal forces, such as product safety influences design, and trading practic

9、es influence how businesses conduct themselves in the market. It may include like employment law, healthy and safety, company law and consumer protection and so on. In the case, the government issued policies to limit the wine drinking, and the Mon opolies and Mergers Commissio n take a ruli ng abou

10、t broke n the tiednouse system, this ruling limited the brewer selling the beer and brewing the beer at same time. All of this legal force could have in flue nee on J D Wetherspo on. (b) . The analysis of the organization ternal and external strategic environment is referred to as a SWOT analysis SW

11、OT is an acronym for strengths, weakness opportunities and threats. The SWOT analysis is a very popular tool with managers because it is quick and easy to lear n. SWOT an alysis for J D Wethersp on In ternal Stre ngth: 1. Staff. 2. Goodserviceand en vir onment. Weak nesses: 1. Food. 2. Service for c

12、hildren. External Opport un ities: 1. Different pub brand. 2. Developing budget hotel. Threats: 1. Other pubs compete. 2. Gover nment policy. S: in the case, J D Wetherspo on claimed that people are its best asset. 20% of senior man agers bega n as bar staff or clea ners. The compa ny provide lifelo

13、 ng trai ning and adopt he staff suggesti on, and com muni cate with them, J D Wetherspo on provide quiet en vir onment and the service are always satisfied the con sumer dema nd, all of these can protect the compa ny develop well. W: the food in pubs of J D Wetherspoon, it supports complimentary cr

14、isps with baguettes, this kind is bad for customers health and it didn t distinguish the h degree, this might cause customer s disc onten ted for the J D Wetherspo on .It also doesn t have children s meals. This will let the customers of adult unicoirbye and it may because the children are hurt. All

15、 of these can loss the customers. O: J D Wetherspoonis managing he pub style as quiet But. now, it acquired the Lloyds pub cha in, J D Wetherspo on develop it as ano ther style. This kind of pub music dazed outlets with a much stron ger en terta inment eleme nt and show TV programs, this can attract

16、 much more customers. The company also begun develop ing budget hotel, this can develop ano ther market and in crease the profit of J D Wetherspo on. T: J D Wetherspo on faced many computers, like Rege nt Inns, Punch Taver ns and the supermarket. They will strive the share of market and the customer

17、. The gover nment policy also in flue nces it. Like the limit of brew ing and drink beer in the cen tury of the city, this also can decrease the share of J D Wetherspo on. (c) . Through a SWOT an alysis an orga ni zatio n can assess its curre nt positi on and make comparis ons with competitors in or

18、der to pla n activities and resources appropriately. It is the first stage of planning and helps managers to focus on key issues. It is importa nt remember whe n carry ing out a SWOT an alysis that it is not absolute. Simple rules for successful SWOT analysis like next: Be realistic about the streng

19、ths and weaknesses of the organization. Analysis should distinguish between where your organization is today, and where be in the future. Be specific. Avoid grey areas. Always analysis in relation to the competition. Keep your SWOT short and simple. Avoid complexity and over-analysis. SWOT analysis

20、is a kind of subjective and short term in its nature, so it cant use to analysis long-term situation. For example, when you analysis the opportunities, you can think about: where are the good opportunities available to our organization？ Section 2: (a) . 1. Organizational culture is difficult to defi

21、ne precisely. A simple description is that it is a system of shared meaning between members of an organization orthe way we d things here . It acts as the social glue which holds the organization togeRtehseer.arch shows that the culture of an organization can significantly affect the way in which th

22、e company operates, particularly in terms of its effectiveness. Shared values become embodied in the organization s ideology or philosophy and act as a quite to behavior and ways of dealing with anxiety. In J D Wetherspoon pubs, it says that people are its best asset. The company is satisfied the st

23、aff, so this is its organizational culture. It has a flexible training policy which enables people from all kinds of different backgrounds to join the company. It is committed to lifelong training and it provides staff with opportunities to gain relevant qualifications such as those offered by the B

24、ritish Institute of Innkeeping, 20% of senior managers began as bar staff or cleaners. 2. Basic assumptions at a very fundamental, almost subconscious, level tell employees how to perceive, think and feel about things. These are the elements of culture are unseen and not openly identified in the day

25、-to-day interactions of the members of the organization. Culture elements at this level exist as unspokernules and are rarely discussed within the organization. They direct the way events and actions are perceived and interpreted by the organization. In the case, J D Wetherspoon create a quarter of

26、the space in each establishmentis non-smoking. (b) . A kind of recognized model of organizational culture is Terrence Deal and Allan Kennedy. It is based on how quickly organizations receive or strategies and the level of risk that they take. Deal and Kennedy stated that these two factors gave rise

27、to four generic types of cultures, which they called tough guy/macho culture, work hard/play hard culture, bet-the-company culture and process culture. Through the case, we can know Tim Martin is abig imnahniscompany; he manages the company with his mind and idea, it company is include by the food i

28、ndustry, all the staff work hard every day, and then they will have a holiday for several days. So J D Wetherspoon is suit the tough work hard/pay hard culture. The work hard/pay hard culture s core valukeeiesping good customer service. In the case,the company has a lifestyle guarantee which aims to

29、 give managers time for a life outside work. Another key aspect of the company s operation is involvnedment a communication S.taffs are kept in touch with weekly newsletters, a monthly company video and by publicizing the minutes of Board meetings. The company always pays highly attention to the sta

30、ff and the customers, and the information s high-speed recreation, and the company also does these suggestions quickly. (c) . Culture is something every organization has, but it is not a concrete entity. The culture of an organization impacts upon how that organization reacts to change and it also e

31、xplains what an organizations stands for. Organizational culture is difficult to define precisely. A simple description is that it is a system of shared meaning between members of an organization or theway we do things here T.he founders of the organization have traditionally had a major impact on t

32、he organizations early culture. Through the culture and the behaviors, in the company, the company built the pubs environment very quiet and let its staff work hard in several days and have a holiday in several days. So, a kind of culture will have a kind of behavior. (d) . The other type of Terrenc

33、e Deal and Allan Kennedy of recognized model of organizational culture is process culture; it is focus on details and process excellence. However, the stress may come from internal politics and stupidity of the system. This kind of culture has slow feedback/reward and low risk. As a food industry, i

34、t pays attention on the result about the customers satisfied. So it isnt paying much atte on the details and process. If the company becomes the process culture, it will bog down with how things are done and not with what is to be achieved. Section 3: (a) In the Generic-Strategies-Michael Porter (19

35、90), there are three strategies: cost leadership, differentiation and segmentation, niche or focus strategy. 1. Cost leadership is a low cost leader-gain competitive advantage from being able to produce at the lowest cost- costadvantage is the focuses th,e low cost doesnmt ean low price-gain the ben

36、efits. It in a broad market scope environment where it has a kind of substitute products and power competition. 2. Differentiation is differentiated goods and services satisfy the needs of customers, and the companies can de-sensitize prices and focuses on value-higher price and a better margin. So

37、it needs to incur additional costs in creating its competitive advantage. It in a broad market scope environment is in that the customers loyalty can help the company limited and reduce new entrants and competitors. 3. The segmentation, niche or focus strategy is included cost focus and focus differ

38、entiation. The cost focus is a form aims at being the lows cost producer in that niche or segment, it in a narrow market scope environment like low cost than the differentiation in a niche. The focus differentiation is a firm creates competitive advantage through differentiation within the niche or

39、segment. Its potential problems are small, specialist niches could disappear in the long term. Its associated environment is in the narrow market scope, you can use a special product from the major developed market competitors who have different purposes. (b) In the case, during the1980s and 1990S t

40、he company relied on organic growth by acquiring suitable sites and converting them into J D Wetherspoon pubs. And it is developing a style that is quiet, healthy and satisfied environment. In the case, we can see that it build non-smoking and provide health food to the customers. To its staff, the

41、company thinks that people are its best asset. This style is more different with others. In our case, all of these we have said, during the 1980s and 1990s, J D Wetherspoon is a pub chain, it has many pubs, the company s aim is to manage the pub to satisfied with the customer, and it is always make

42、its strategy in the pub chain, its all of actions like provide cheap beer and non-smoking area and so on, which are all of set the main point to its pub manage style. So I advise that the company situation is suit Generic-Strategies-Michael Porter (1990), differentiation. From the strategy, J D Weth

43、erspoon gets more benefits; here I only identify four about it: the company builds its own style and brand, it has its own customer group, the expansion about share and scope is growing quickly, and the benefits are more than before. (c) st During the 21 century, J D Weterspoon was facing much mire

44、competition, and through the government spolicy limited, its develop was decrease and slowly, then it begain to change its style and acquired others, it serve breakfast and open earlier in the morning, support the family dining area, show televised football and so on. The company also began to manag

45、e other area like the hotel. So it suit Generic-Strategies-Michael Porter (1990), segmentation, niche or focus strategy. During the1980s and 1990s, the company relied on organic growth by acquiring suitable sites and converting them into J D Wetherspoon pubs. In the case, we can see that it build no

46、n-smoking and provide health food to the customers. To its staff, the company thinks that people are its best asset. It is Generic-Strategies-Michael Porter (1990), differentiation. st During the 21 century, it also pays attention to the staff, but it try to change its style, manage motel, and the f

47、ood what has provided. (b) when a company was changing business strategy, it must be considering the factors, so as J D Wetherspoon . Exterior environment: by the start of the twenty first century, because of the retail licensing market had adapt to the changes in the “tied house”system and other co

48、mpetitor had been adapted it and developing their business. So J D Wetherspoon was facing much more competition. Many other competitors run the pub and receive the pay rent, this situation lead to saturation of the pub market. So J D Wetherspoon needs to change its business strategy. Policy: during

49、2002-2004, government allows the supermarket began selling drinks, particularly premium larger, at loss-leader prices. This means that the pub can not compare with supermarket in price. On the other hand, government concern about binge drinking and the consequent ant special behaviors, particularly

50、in city centers. This lead the decrease of new pub number and shares of J D Wetherspoon. They must to change to save their company. (e) (f) Key issues in the management of a business strategy like next: Market/industry knowledge Sufficiency of resources and capabilities Offering consumersa unique va

51、lueperceived or real Establishing a key differentiator Consistent communication consistently Management must keep change feasible Structure Recognize the principal causes of strategic change. About the J D Wetherspoon, I will talk about two points: Consistent communication consistently. In the J D W

52、etherspoon, movement and communication, staffs are keeping in touch with weekly newsletters, a monthly company video and by publicizing the minutes of broad meeting. And J D Wetherspoon attend to listen to the staff voice, like their suggestions wetherspoons listeningpolicy is based on a system succ

53、essfully pioneered by the hi-foreteller, richer sounds. Establishing a key differentiator. During the development and growth of the company, the company provide real ale beers at relatively low prices and care about child and disable, it build non-smoking area to keep health for the customers. Secti

54、on 4: (a) Because of the two powers about restraining forces and driving forces take effect. The strategy of J D Wetherspoon changed over time. Through two forces of restraining is the force working against desired changes. And the other force of diving is the force of working for desired changes. I

55、f the diving force is stronger than restraining force, then the firm will be changing. The leader could compare the two forces, and consider the company need to change or not. Next we will talk about J D Wetherspoons driving force and restraining forces. 1. Driving forces: The increase competition,

56、many competitors run pubs to rent the money. Government takes many police like concern about binge drinking, and thought it is anti-social behaviors. The changing market, the market appears to be over-supplied. 2. Restraining forces: Inertia (habit) of the J D Wetherspoon, like their staff, they have habit to their ruler and management. They want the steady environment of work. Strength of culture in the J D Wetherspoon is very strong, the culture has a strong effect on J D Wetherspoon and its staff and its structure. (b) The big