HND商务文化策略问题详解.docx
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HND商务文化策略问题详解.docx
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HND商务文化策略问题详解
Introduction
TheCompanywasfoundedin1979byTimMartinwhoopenedhisfirstJDWetherspoonspubandbecomewell-knownorganizationinUKwhichofferscheapbeer,goodconversationandsolidarchitecture.,'Marler'sBar',atColneyHatchLaneinLondon.ManyoftheotherearlyJDWetherspoonspubswerealsointhesamepartofHaringey.MartintookthenameofthechainJDWetherspoonsfromanoldschoolteacher.AndJDWetherspoonsbecameaplcin1992atwhichtimeitconsistedofachainof44pubs.
Discussion:
Section1:
Externalenvironment
Question1:
Giveexamplesofsocial,technological,economic,politicalandlegalfactorswhichhaveaffectedthewayithasbehaved.
✓socialfactors:
Thevalueofmarket:
ResearchestimatesthattheUKbeerMarketisthemainBeveragesmarketwhichwasworth£52.62bnatretailsellingprices(rsp)in2007.Incomparison,theU.K'ssoftdrinkmarketisestimatedathavingamarketworthofonly13billion.(51lunwen.,2008)
Pubculture:
SociallifeintheUKforahighpercentageofthepopulationrevolvesaroundapublichouse;oftenacommunitywillhavea"local"pubthatwillformanaturalhubfortheinhabitantsofitsimmediatearea.Moreoftenthannottherewillbeorganisedeventsseveraltimesamonthrangingfromapubquiztoafullblownexcursion.Quiteoftenthepublichousewillhavesportsteams,usuallyplayingtraditionalpubgamessuchaspoolanddarts;theseteamwillmosttimesenterintosomesortofleagueonalocallevelalthoughsomesportshavenationwidepubleagues.(Buck,2008)
✓Politicalfactors:
Promotionpoliciessetbygovernment:
Theseincludespecificregulationof“TaxRateReduction”,thepromotionstyleofthepubasavitalpartofBritain'sleisureindustryandtheactivesinvolvementoftheallBritishpubandbeerindustrytoencourageandguaranteesafeandresponsibledrinkingforconsumers.(blacksacademy,2008)
Thegovernmentprohibitsdrinkingforteenager:
Thegovernmentreleasepolicythatprohibitsdrinkingforteenagersoasaresultthattheconsumersofpubsareobviousreduces.(Greshes,2008)
✓Economicfactors:
Marginalbenefits:
Brewingandpubscontribute£28billiontotheUKeconomy-morethantheairline,clothesretailingandbroadcastingindustries.TouristsandvisitorstoBritainmake13.2millionvisitstoourpubseachyear,withpubsconsistentlyonthelistofpositiveperceptionsoftheUK.Thepubandbrewingindustryemploys540,000peopledirectlyand380,000inassociatedtrades27percentoftheadultpopulationvisitapubeveryweek.(Manifesto2009)
Economicdepression:
Aswithothersegmentsofthemarketplace,thebeerindustrywashurtbytheeconomicdepressionofthe1970s.IngredientandproductioncostsforBeveragesmarketrosetoanall-timehigh,andU.K.percapitaconsumptionofbeerdrinksdroppedoffforthefirsttimeinthirteenyearsin1974,thoughonlyaminuscule0.9percent(to31.6gallonspercapita).(Giichinese,2006)
✓Legalfactors:
Restrictiononsmoking:
beerindustryinUKhaveenactedbansonsmokinginagreatnumberofpublicpubplacessincetheearly2000s,ofteninconjunctionwithareductionintheproportionofthepopulationwhosmoke.A2000Galluppollfoundthat54%ofUKresidentssupportedbansonsmoking.(Manifesto2000)
TherulingfromtheMonopoliesandMergersCommission:
BecausetherulingfromtheMonopoliesandMergersCommissionwhichseverelylimitedthenumberofpubswhichabrewercouldoperate,thisisalsoacapitallychangesinthepubsmarket.
✓Technologicalfactors
TVapplication
In2004,wordcupfootballgamesarepopularinUK.Almosteveryoneareconcernthecompetitionsituation.SoapplyingTVequipmentisessentialforpubindustry.Itwillincreasethesales.
Improvebrewingskills:
themembersofbrewingindustryknowhowtoplanandestablishamicrobrewery,brewingsuccessfullyatmicrobrewerylevel,technologicalingredientsforthebrewingindustryandpreparationforbrewingexaminations.(Bobber,2009)
Question2:
UsingaSWOTanalysis,explaintherelationshipbetweenJDWetherspoonandtheenvironmentitisfacingduringtheearlyyearsofthe21stcentury.
SWOTAnalysis
SWOTanalysisincludesstrength,weakness,opportunityandthreat.
●Strength
1.Longhistoryofbrand:
Companieswasfoundin1979andmainlyfocusonbrewingindustry.Thismakescompanybecomespecialistinthisindustry.
2.Convenientlocation:
TheexcellentlocationisstrengthofJDWetherspoonplc.Inthecasestudy,thesitesofpubsareintownandcitycenters,withgoodpublictransportsystemandconvenientfacilities.
Weakness
1.Singleproduct:
Thepubsonlyofferthecommondrinkandfoodbeverage,withoutconstantlyininnovativeideassuchasprovidelocalflavourinothercountries,fruitplatter.Thenmanycustomershavelittletothispubandtochoicetheotherpubs.
2.NoTelevisionshow:
pubsinJDWetherspoondidnotofferanytelevisionwhichcanoffersomeprogramforcustomerasastyleofentertainment.Thesewilllosssomeloyaltycustomers,suchasfootballfans.
●Opportunity
Asastrongretailer:
Thetraditionallinkbetweenthebrewingcompaniesknownasthe‘tiedhouse’systemhadbeenbrokenbyarulingfromtheMonopoliesandMergersCommission.Thishadforcedcompaniestochoosebetweenbrewingandretailing.JDWetherspoonenteredthemarketasaretailer.Itwasanewcompanywithnoconnectionstoanybreweryandwasabletobuildfromscratch.
Enterintoanewindustrydevelopment:
JDWetherspoonbegantodevelopingbudgethotelaccommodationknownas‘Wetherlodges’whichhavebarfacilitiesattachedtothem.ThisisanewopportunitytodevelopJDWetherspoonandaccumulatecompetitionadvantage.
●Threat
Governmentdidnotencouragebingedrinking:
Therewasincreasingpublicandgovernmentconcernaboutbingedrinkingandtheconsequentanti-socialbehaviour,particularincitycentres.Pubscannotbeseentobeencouragingthisstateofaffairsasitbringsthembadpublicity.
Othercompetitors:
in2002-2004,supermarketswereallowedtoselldrinks,whichwilldividemarketsharetogetherwithJDWetherspoon.Thiswillforcecompanytofalldownpriceanddecreasetheprofit.
Question3:
PrepareasetofguidelinesthatthemanagementofJDWetherspooncoulduseonhowtoconductaSWOTanalysissuchasoneyouhavejustundertaken.
ØUsingstrengthtoovercomethreats:
BecauseofGovernmentdidnotencouragebingedrinking,socustomersconsumptionattitudeshavechangedfromdrinking.Duetothisfactor,JDWetherspoonattractscustomersbyconvenientandcomfortablecircumstanceswithgoodpublictransportsystemandconvenientfacilities,whichmeetsthecustomerssuccessfully.ThiswouldmakeJDWetherspoonbecomemorecompetitive.
ØUsingstrengthtogainopportunities:
Withthehelpofincreasedprofitcausedbyhighqualitycustomercare,companydecidedtoacquiretheLloydspubchainconsistingof10pubsanddevelopbudgethotelaccommodation.Theseactionsmadecompanystrangerenoughtocompetewiththesupermarkets.
Section2:
Organizationalculture
Question1:
ExplaintheorganizationcultureinJDWetherspoonintermsof“sharevalues”and“takenforgrantedassumption”inanorganization.
Organizationalcultureisthepersonalityoftheorganization.Cultureiscomprisedoftheassumptions,values,normsandtangiblesignsoforganizationmembersandtheirbehaviors.
InJDWetherspoon,therearetwoaspectsof“sharevalues”asfollow:
✓highstaffparticipationsysteminJDW:
ThereisahighstaffparticipationsysteminJDW.JDWplacesgreatimportanceonlisteningto,andactingon.Feedbackfrommembersofstaffonallaspectsofthebusiness.Intheregularmeeting,staffsareawardedfortheirsuggestions,sostaffhasaneasycommunicationwithhissupervisor.
✓itscleanandnon-smokingenvironment:
eachofJDWpubshasaventilationsystem(costingmorethan100,000)whichaimstoensurethatcustomerdonotleavesmellingofsmoke.
Iwilluse“highstaffparticipationsysteminJDW.ThereisahighstaffparticipationsysteminJDW.ThesebehaviorsofitsemployeesaresharedvaluesofJDWwhichmakethecommunicationfastandconvenient.Employeeswillbededicatedmoretothedevelopmentofthecompany.Allabovewillbringhighprofitsandlargemarketshareandstabilitypositioninthewholeindustry.
InJDWetherspoon,therearetwoaspectsof“Take-for-grantedassumptions”asfollow:
●Idealpubenvironment
Incasestudy,JDWetherspoonofferedcheapbeer,goodconversationandcomfortableenvironment,whichisapopularpubchainforlocalresidents.Andthecompanymottois“cleanliness,beer,serviceandmaintenance”whichisthebasicassumption.JDWetherspoonhasownoutstandingcharacteristics,suchassellawiderangeofrealalebeersatrelevantlowprices,alldayavailableandsoldatrelativelycheappricesandprovideventilationsystemwhichaimstoensurethatcustomersdonotleavesmellingofsmoke.
●MoonunderwaterisanassumptionforJDWetherspoon.
JDWetherspoonsalsorenamedasMoonunderwater.TheydonotplaymusicorshowTVprogrammes.Andatleastaquarterofthespaceineachestablishmentisnon-smoking,andithaseachasaventilationsystemwhichaimstoensurethatcustomersdonotleavesmellingofsmoke.
Iwillanalysisthe“Idealpubenvironment”:
asanentertainmentenvironmentwhichoffercheapbeerandfood,goodconversationandcomfortableenvironment,alltheseattractionsgiveconsumersanotionofdeservingtogothere.Allabovewillbringhighprofitsandlargemarketshareandstabilitypositioninthewholeindustry.
(b)ExplainthetypeofculturethatJDWetherspoonhas,usingarecognizedmodeloforganization
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