商务文化策略.docx

商务文化策略.docx

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商务文化策略

Introduction:

Thereportincludesfoursections,Externalenvironment,Organizationalculture,thebusinessstrategyandthelastoneisaboutchange.Strategiesandthemostappropriatestrategyarementioned.Factorswhichshouldbeawareinchangingthebusinessstrategyarealsoprovided.Ontheotherhand,forcesforchangearepresentedtoprovethatwhythestrategyoftheorganizationhaschangedovertime.Thenorganizationalculturesaredescribedinsectiontwoandtherolethatthemanagementoftheorganizationcouldplayindealingwiththechanges.Atlast,someadvicesaboutanalyzingachangesituationandtoovercomeanyresistancetochangearegiven.

I.Externalenvironment

（a）

Mostpubsnowhaveadedicatedfamilydiningarewherechildrenandadultscaneattogether.Theareaisrestrictedandlimitedtomealtimesonly.Thisisasocialexamplethataffecteditsbehaved.Becausemostofpubsarenotallowedchildreninthebararea.ButtheJDWetherspoonchangedtherule.Thisaffectsthatthefamilycaneattogetherandhasagoodatmosphereofthepubs.

Aboutthetechnology,thecompanycostmorethan100,000poundstoeachhasaventilationsystem.Tothepubsthisisabigcost,ofcoursethroughthisventilationsystem,theycangivethecustomersabetterenvironmenttoenjoying.Andthissystemaimstoensurethatthecustomersdonotleavesmellingofsmoke.Andtheydidit.AlsotheyacquiredtheLloydspubchainconsistingof10pubsin2000,theyhavedevelopedtheLloydsNumberOnebrandandgreatlyincreasedthenumberofoutlets.

Theeconomic.TimMartinisanotedeuro-scepticandin2002printed500,000beermatsandputup10,000‘savethepound’posterstoencouragecustomerstothinkabouttheissuewhiletheydrink.Coshejustifiedthembyusingtheresultsofapollamongcompanystaffwhichshowedthat90%wereagainstthesinglecurrencyand95%werehappyforthepubstobeusedinMartin's'No'campaign.

Political：

TimMartinprinted500,000beermatsandputup10,000‘savethepound’posterstoencouragecustomerstothinkabouttheissuewhiletheydrink,buttheUnionleadersandotherscondemnedhisactions,becauseTimMartinwasaeuro-sceotic.

Legal:

MonopoliesandMergersCommissionwhichseverelylimitedthenumberofpubswhichabrewercouldoperate.Thispolicyletthecompanytochoosebetweenbrewingandretailing.

Environment:

Forgivethecustomersabetterenvironment,thecompanysetatleastaquarterofthespaceineachestablishmentisnon-smoking.Becausethepeoplecameinthisplaceincludingchildren.Thisideawillgivepeopleabetterenvironmentandgivethepeoplewhowantsmokingaspace,sothisisagoodidea.

（b）

Strengths:

theventilationsystem,theinvolvementandcommunication,therelationshipbetweenthebossandstaff.

Weakness:

weaknessesareshortfallsinskillsandresources,theyshouldbecorrected.Inthe21stCentury,thereweremoreandmorecompetitionsappearing,whichcausedtheirproductsandservicestobedifficulttodifferentiate.Likein2004,theplannedopeningratefornewpubswasscaleddowntoabout30ayear（atonetimethecompanyhadatargetofopening100newpubsayear）.

Opportunities:

theplasmascreens,sortofpubsitwishedtooperate,thetasteofthecustomerschangedhasadaptedtoourstyle.

Threats:

ThreatsmayendangertheoperationsofJD,suchasthereisanewcompetitorinthemarket,during2002-2004,supermarketbegansellingdrinks.supermarketsbegansellingdrinksatloss-leaderprices,increasingpublicandgovernmentconcernaboutbingedrinkingandtheconsequentanti-socialbehavior.

Thestrengthsletthecompanyhaveagoodpositioninthecompetitions,liketheventilationsystem;givethecustomersagoodenvironment.Thecompanyshouldimprovetheweaknessesletitbecomethestrengths;atleastdon’taffectthecompanyinthecompetitions.Ofcourse,thecompanyshouldtaketheopportunities,thiswillgivethecompanyachancetogetanotherheightandenlargethecompany.Liketheplasmascreens,thiswillgivetheJDWetherspoonabigchance,becauseatpastthepubsnoscreens,soletthecompanylossofsomecustomers.Sothiswillhelpthepubshaveachancetobringmuchmorecustomers.Thethreatsshouldavoidbeforeithappen.

（c）

ThroughtheSWOTanalysis,wecanseewhatareouradvantagesanddisadvantages.Themanagersshouldknowourstrengthsshouldcomparewithourcompetitors,isbetterthantheopponent’sstrengths.Forexampleourventilationsystem,inthemarketthisventilationisbetterthanourcompetitors,soisourstrengths.Withthetimepast,maybethestrengthswillchangeandbecomeourweakness,sothemanagersshouldknowthemarketandcompetitorsthengivetherightdecisiontokeepourstrengths.Fromotherside,weknowthestrengthscanchangetoouropportunitiesandtheweaknessesalsowillchangetothethreats.Sothemanagersshouldregularsurveysofthemarket,checkyourstrengthsandweaknesses.Thiscanletthecompanyinagoodposition.Themanagersalsoshouldanalysiswhatisexternalenvironmentandwhatisinternalenvironment,maketherelationclearthenmaketherightdecisionforthecompany.

II.Organizationalculture

（a）

InJDWetherspoonthecultureofthecompanywasthatcustomersdemandforthecenter.Forthisphilosophythecompanyworkshardinmanyaspects.Thebossandthestaffssharedvalues.Theythinkthepeopleareitsbestassets.Sogivethepeopletrainingtojointhecompany.Themanagersandbosskeepintouchwithhis/herstaffandlistentothem,workedwiththem,thiscangivethecompanyagoodrelationshipwiththestaffandmanagers.

（b）

Fromthecase,wecanseetheJDWetherspoonwasaworkhardculturecompany.Firstly,thecompanyhasahighinformationfeedback.IncasetheJDWetherspoonplacesgreatimportanceonlisteningto,andactingon,feedbackfrommembersofstaffonallaspectsofbusiness.Secondlythecompanyhasahighrateofreturn.JDWetherspoonbecameaplcin1992atwhichtimeitconsistedofachainof44pubs.Itnowhasover600pubs,whichmeansthatithasexpandedonaverageattherateofaboutonenewpubeachweek.Anotheraspectwasthatin2000,itacquiredtheLloydspubchainconsistingof10pubs.Thisalsocanseethecompanywasahardworkculturecompany.Fourththecompanyhasastrongerentertainmentfunction.ThecompanyplayedmusicinthebarandsportsgamesTVshow.Thecompanyhasastrongercompetitionwithothercompetitorsandretailer.ButtheJDWetherspoonalsotakeabigsharedinthemarket.It’sabigoneinthismarket.Fromaboveaspects,wecansaytheJDWetherspoonwasaworkhardculturecompany.

（c）

JDWetherspoon’sculturewasthatcustomerdemandforthecenter.SothecompanyfromuptodowntreatthecustomersastheGOD.Sogivepeopleaequalfeel.Thisreflectsinthestaffandthemanagers.Inthecompanyanyonecantalktothemanagerandcommunicatingwiththemanager.Thekeyaspectofthecompany’soperationis“involvementandcommunication’.Staffarekeptintouchwithweeklynewsletters,monthlycompanyvideoandbypublicizingtheminutesofBoardmeetings.Alsothestaffsgavesuggestionstothecompanyandadopted.

（d）

Infirstofthe21sttheJDWetherspooncompanyfromthehardworkchangestothetoughguy.Inthistimethecompanyfacedhighexternalrisk.Inthecase,theretaillicensingmarkethadadaptedtothechangesinthe‘tighthouse’systemandotherretailpubchainslikeRegentInnsandPunchTavernshadbeendevelopingtheirbusinesses.Thisshowsthatthecompanychangedtothetoughguycompany.Thedifferencebetweenthetoughguyandhardworkistheexternalrisk.Thetoughguyhasahighexternalrisk.

III.Businessstrategy

Fourpossiblestrategiesandmarketdevelopment:

AccordingtheAnsoff’sMatrix-PlanningforGrowth,therearefourpossiblestrategiesmayadoptbyorganizationsinthecase,marketpenetration,theyaremarketdevelopment,productdevelopmentanddiversification.

Companywouldmarkettheirexistingproductstotheirexistingcustomerswhentheytakethestrategyofmarketpenetration;whiletheywillmarketexistingproductrangeinanewmarketiscalledmarketdevelopment.Andproductdevelopmentiscalledthosenewproductstobemarketedtoitsexistingcustomers.Inthediversificationcompanywouldmarketcompletelynewproductstonewcustomers.

Strategy:

marketdevelopment:

Before21stcentury,JDWetherspoonplchasapolicyofexpansion.JDWetherspoonplcprovidedtheatmosphereandfacilitieswhichrequiredbycustomersandpubswhicharefairlylarge.Asaresult,oldandpotentialconsumersareattractedtoconsumeinpubsmorefrequently.Accordingthechangeofsituation,managementofJDWetherspoonplchastakenthemarketdevelopmentstrategyforexistingproductsrangeinnewmarket.

Withinthestrategyofmarketdevelopment,JDWetherspoonplchasgotsomebenefits.First,thesalesareincreasingfornewpubsbringmoreconsumptionofproductsofJDWetherspoonplc.Second,thecostofproductsarereducedforscale-economics’influenceandprofitareincreasingatthesametime,alsoJDWetherspoonplchadgotmoremarketshareswiththegrowthofpubs.Third,consumersaremoreattractedbyJDWetherspoonplcanditsreputationisbetterdaybyday.Last,JDWetherspoonplchadstoredplentyofwonderfulexperienceinmanagingandoperationskillsthatcouldbeusedwhenenteringtheoverseasmarket.

Analternativestrategy:

productdevelopment:

Inthe21stcentury,JDWetherspoonplcfacessomebarriers.Inordertosolvetheseproblems,JDWetherspoonplctakestheproductdevelopmentstrategy.Somenewproductsandservicesareprovidedtoexistingcu