individual research reportWord文档格式.docx
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individual research reportWord文档格式.docx
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3.2SWOTanalysis3
3.3Industryanalysis(Porter’s5forces)4
3.3.1Threatofnewentry4
3.3.2Buyerpower5
3.3.3Threatofsubstitution5
3.3.4Supplierpower5
3.3.5Competitiverivalry5
3.4Strategiestogaincompetitiveadvantages6
3.4.1Porter’sgenericstrategies6
3.4.2Growthanddiversificationstrategies6
3.4.3Valuechainanalysis6
4.0Conclusion7
Reference7
1.0Introduction
Thisreportistomakeabusinessproposalwithhigherfeasibilitythatanalyzestheseissuesfacedwhenbarrunningandresearchthemarketingcompetitive,whichdemonstratedbytheanalysisofsomestrategiestoolsresearch.Atpresent,thereareagreatmanyofissuesimpactonthedevelopmentandcompetitionofthisbar,suchasthepositionofstrategicgoal,theanalysisofcompetitors,competitiveenvironment,consumergroup,qualityofservicingandproducts,andcostcontrolandsoon.Inordertoefficientlysolvetheseissues,thisreportusesdifferentcompetitivestrategictoolsandtheoriestodealwiththesedifficulties,inwhichtheaboveissuesareanalyzedandsolvedbydifferentways.Inaddition,thepurposeofthisreportistoletbankerhaveconfidencetheirloandecisiononourbusinessproposalthroughthescientificverificationonandeffectivemethods.
2.0Body
2.1Organizationalchart
Thefunctionoforganizationchartofthisbarrunningistodelimitandillustratetheresponsibilityandpowerofrelationshipamongpersonnel,departments,anddivisionsintheorganizationsystem,inwhichtherelationshipsbetweenpersonnelanddepartmentsaredeterminedanditshierarchyisvisualized,thebodiessuchasmanagersandsub-workersareshowed,andrelationshipsbetweenstaffintheorganizationalsocanbedisplayed(DeandMeyer,2010).Undertherealconditionofthisbar,itsorganizationalchartisdesignedasthefollowingaccordingtofunctionaldepartmentalization.
Figure1organizationalchart
Thisorganizationalchartisshowninthebarasthefigure1,whichmainlyincludesadministrationdepartment,servicedepartment,financialdepartment,salesdepartment,securitydepartment,purchasedepartmentdependontheirresponsibilityandservicingcontents.Buttheactualoperationcanbeincreasedormergedsomedepartmentsdependingonthesizeaccordingtotherealconditions.Butweshouldadheretothe“twono”principles:
nottoestablishthedepartmentwithoutpracticalsignificanceandrole.Itisimporttoestablishgoodcooperativerelationsbetweendepartmentssuchastheshowninthefigure1.Collaborationbetweenvarioussectorstoshowconsiderationfortheoverallmanagement,sothereshouldnotbeindividualistic.Collaborationsbetweendepartmentshaveclearpolicies,anddepartments’functionsareclearlydefined.Inadditiontocooperationrelationship,sometimesthecooperationbetweenvariousdepartmentsrequirestwoormoresectorstocompleteatasktogether,whichrequiresareasonabledivisionoflabor,clearresponsibilities,evensetuptemporaryteams,todevelopdetailedprocesses,andbyscientificandefficientwaytosolveissues.
2.2SWOTanalysis
SWOTanalysisisawidelyusedframeworkfororganizingandusingdataandinformationgainedfromsituationanalysis.Developedasatoolformarketinginwhichinternalandexternalenvironmentarescannedasanimportantpartofthestrategicplanningprocess(Grant,2005),whichincludesinternalfactorscanbeclassifiedasstrengths(S)orweaknesses(W),andtheexternalfactorscanbeclassifiedasopportunities(O)orthreats(T)(Tauber,1998).SWOTanalysisofthisbarcanbeseeninthefollowingfigure2.
Figure2SWOTanalysismodel
Table1SWOTanalysisofbar
Internalfactors
Strengths
Weaknesses
⏹Location:
ithasgoodlocationcanabsorbconsumerstoconsume.
⏹Widerangeofproducts:
itcoversvariousneedsofcustomers.
⏹Stablesupplyofalcohol:
itcankeepsupplychannelisstable.
⏹Weakcustomerbase:
thereputationandbrandisnotstronger,sorecognitionlevelislowerincustomer.
⏹Limitedbudget:
therealcostisbeyondtobudgetonhumanresource,rawmaterial.
Externalfactors
Opportunities
Threats
⏹Morematureagepopulation:
manyofcollegestudentsbecomemoremature.
⏹Moderntechnologies:
itcanreducethecostsonthemanagementprocessandsupplychain.
⏹Strongerconsumerculture:
itmakesconsumersocietyiscomein.
⏹Strongcompetitor:
morecompetitorshavestrongcompetitiveadvantages.
⏹Lowerhouseholdincome:
itwillreducetheearning.
⏹Heavyleveloflicensing:
governmentmakessomeseriouslicensingonbarsector.
Itiseasytoseethatstrengths,weaknesses,opportunities,andthreatsofthisbarfacedareobvious,whichpointsouttheattentionshouldbeinputtedplacewhereneedsrealmeasurestosolveissues.Inageneral,thestrengthsandopportunitiesarebetterthanthethreatsandweaknesses.
2.3Industryanalysis(Porter’s5forces)
Porter'
sFiveForcesmodelismadeupbyidentificationof5fundamentalcompetitiveforces(Porter,1981):
Barrierstoentry,threatofsubstitutes,bargainingpowerofbuyers,andrivalryamongtheexistingplayers.ThissectionanalyzestheindustryconditionsaccordingtoPorter’s5forces.
2.3.1Threatofnewentry
Ifanewbusinesscanbeeasilystartedupinyoursectorwithoutsubstantialinvestment-thenthisisathreat.Barindustryisarelativelyeasytoentertheindustry,inwhichithasnotparticularlytradebarriers,aslongascompetitorhasacertainfundsmayenter,butthesurvivaloftheindustry'
scurrentsituationisnotoptimistic,soitmakesbarindustrystatusbecomeseasytoattackandhardtodefend.Andbecauseofhigherprofitsbarindustryattractedmanynewbodiestoenter,whichletthelimitedmarketabsorbagreatmanyofnewenters.
2.3.2Buyerpower
Barindustrytherearemanyofbuyers,theyoftencontrolthebarmarket.Butbecauseuniversitiesbar’sprimarycustomersarestudents,andstudents’consumptionlevelisrelativelylow,sothebuyer’sbargainingspaceissmall.Inaddition,takeintoconsiderationthelocationandcultureofuniversitiesbararespecial,sothebuyer'
sbargainingpowerisnotstrongwhichcannotthreatthecompetitiveabilityofthisbar.
2.3.3Threatofsubstitution
Iftherearealotofavailablealternativesthenthethreatofsubstitutionincreases.Forthebarindustry,itsmainalternativesare:
internetbar,café
bar,loungebar,teabar,coffeeshopsandotherleisureandentertainment.Thesealternativesatdifferentagesofconsumershaveacertainmarketshare,buttherearestillsomedifferencesbetweenbarandthesealternatives,andthelatterstillwoulddivertpartofthecustomer,buttheeffectofitisweakbecausecollegestudentsmorelovebar.
2.3.4Supplierpower
Marketswheretherearefewsuppliersmeansthesuppliersretainthepower.Inthebarindustry,themainsuppliersareavarietyofalcoholicandsoftdrinks.Thecurrentdevelopmentofthealcoholmarketisveryhealthy,informationinsuppliersandmarketdemandaresymmetricalandliquormarketcompetitionismoreintense,sothereforethebargainingpowerofsuppliersfordifferentalcoholisnotdifferent.Asmajorconsumergoodsforuniversitiesbararebeer,andthecompetitioninthisindustryisfierce,sothesupplierbargainingpowerisnotstrong.
2.3.5Competitiverivalry
Thesearehighlycompetitivemarketswithmanycompanieschasingthesameworkreducebar’spowerinthemarket.Inessence,thefundamentaltaskofmarketingisbetterthanitscompetitorstomeettheneedsofcustomerstogainmoreprofits.Universitiesbar’smajorcompetitorsarethoseexistingbusinessbarandanumberofalternativeproducts.Foralternatives,becausetheserviceandproductsarevary,sofortheconsumergroupalsohavesomedifferences.Asfortheexistingcommercialbar,ithasthecharacterizedbyahighergrade,strongbusinessatmosphere,especiallythehighlevelofconsumption.Theuniversitiesbar'
smarketpositionisthemajorityofthecollegestudents,sobothinpriceandinthewholepubatmosphere,andculture,itismoreclosetothestudentclientele.Socollegebarhasmoreadvantagesinthismarket.
2.4Strategiestogaincompetitiveadvantages
2.4.1Porter’sgenericstrategies
ThisbarcangaincompetitiveadvantagesbyPorter’sgenericstrategies,whichmainlyincludescotsleadership,differentiation,andfocus.Ifthisbarfacesthesameproductswiththesamequality,thenitisnecessarytoadoptthecostsleadershipstrategytogainthemarketing;
thenitisimportanttousethedifferentiationstrategydomakethisbarkeepsuniqueandgainhighvalueandhavehighconsumerperceptualvalueinthesamebarindustry(Aaker,1991);
andthelastmeasureisthefocusstrategywhichrightlyusetargetedstrategiessuchascostleadershipordifferentiationtofocusmarketsegmentincludingcollegestudents,teachers,staff,andpeoplenearby.
2.4.2Growthanddiversificationstrategies
Itisimportanttoadoptgrowthanddiversificationstrategiestokeepthecorecompetitiveadvantagesforbusinessactions(Lyon,Ferrier,2002).Thegrowthstrategiesundertherealpositionandconditionofthisbaruseconcentrationmeasuretoprovidehigherqualityofservicingandproductsfordifferenceconsumersintheuniversityarea.Inordertosolvethelimitedofbudget,itisimportanttousegrowththroughdifferencewaystoabsorbeffectiveinvestors.Inaddition,growthstrategiescanchangethemanagementwayssuchasverticalintegrationtomainthehigherlevelofrelationshipbetweensuppliersanddistributo
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