This assignment requires students to understand the impact of business environment on company expansion activities. They need to study political, economical, cultural factors etc. of a country for effective implementation of activities. SWOT analysis helps identify internal factors affecting working and improves performance.
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Table of Contents INTRODUCTION...........................................................................................................................3 TASK 1............................................................................................................................................3 1.1 Background of Waitrose.......................................................................................................3 TASK 2............................................................................................................................................5 2.1 Information about business environment of Polonia............................................................5 TASK 3............................................................................................................................................7 3.1 Analysis of Waitrose:............................................................................................................7 CONCLUSION..............................................................................................................................10 REFERENCES..............................................................................................................................11 .......................................................................................................................................................11
INTRODUCTION Business organisation means collaboration of large number of people to attain the organisational targets. There are two types of organisations, one is working for earning profits and another one is running business for the benefits of public. These types of firms are called as non-profit organisations (Aldin and de Cesare, 2011). In the present report, Waitrose is chosen that is the chain of British supermarkets which deals in food retail sector. It is the company which is working to earn profits for the owner. In this report discuss about, background of organisation, Business environment of the country where they wants to expand their business and the analysis of the environment prevailed in country. TASK 1 1.1 Background of Waitrose History of Waitrose:In 1904, the shop was opened by the Wallace Wyndham Waite, Arthur Rose, David Taylor at high street. That time, they got success in selling a wide range of grocery products. To increase their sales, there ishuge contribution of quality ofproducts and low pricing of the products. After Two years, Taylor left the business and only two remained i.e. Waite and Rose which forms the company names Waitrose Ltd. In 1908. After working of more yearsin UK, they get more success to buy more shops in same area. This enables the company
to expand their business and creates chance to earn higher profits. In 1924, Rose died and Waite remains the only memberto run the business. In 1940, the company does the partnership with other company to maintainhigh standard of the quality of their products. Through this partnership, 10 shops and 160 staff members are joined the company which helps in expanding the business of the company. The major change in the company has happened in early 1950, they started self-service shopping. This helpscompany to attract more customers and to expand activities of business. Current coverage of Waitrose:Company joins the supermarkets withspecialist shops which have expertise to sellhigh quality grocery products. This company islargest dealer in Britain which provideshigh quality food products andgrocery items. This is the first organisation which introduced fresh meat, fish and cheese in 1981 and startedfirst major supermarket chain which sells the organic food in 1983. From here the company grows very fast and acquires the whole grocery market, In present it becomes the largest company and expands its business many countries. The countries where it starts its business includes Somerfield, Morrisons, Woolworths. This company also make the partnership with Alliance Boots which allows them to open the branded pharmacies in Waitrose stores. This company is not only expanding its business but they also started to do various diversified activities. This tactic helps them to cover larger market share and to attract more customers towards company. The strategy used byWaitrose is to provide unique products which are good in quality. This strategy helps company to increase their sales (Anker Jensen,2011). To addition ofsales, they use various methods to advertise their products. They also sponsor the cricket series of England cricket team for three years from 2013-2016. It also used the media to advertise their products like print media, online and on national television. All these things helped company to attract a large number of customers. This increases the revenue of company drastically. Also, there is high improvement infinancial condition ofcompany. In 2010, the total revenue generated by company is 4.3 billion British pound and in 2017, it has been increased to 6.3 billion British pound. At present, Waitrose is the seventh largest grocery retailer in UK. It also take over the smaller markets which are operating in the UK. This helps company to reduce the competition in the market and to capture high market share. In 1937 this company has 10 stores and 160 staff members which are handling the activities of the company. In 1944, this company purchased south Essex grocery business which had 12 shops
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in its chain. In 1971 first supermarket opened by Waitrose. In 1955, this company has opened another supermarket in London and expand the business activities in all over the London. TASK 2 2.1 Information about business environment of Polonia Poland is the country in central Europe. It is the sixth most populous member state of European Union. To understand the business environment of the country it is necessary to understand about their economy, political conditions, culture, financial systems, stability of the government, etc. All these factors help in determining the nature ofcountry andbusiness environment persists there (Beamish,2013). This analysis helps company to expand their business in that country effectively because company now makes policies according to the conditions persists in that continent. Business environment of Polonia is described as below:Political condition: It covers the conditions of politics which persists in Polonia. This the major factor which affects the decision ofcompany forexpansion ofbusiness in that country (Stutely, 2012). If political conditions are not good then it affects the policies of country regarding the continuation ofbusiness which is not possible forcompany to adjust in frequent manners. On the other hand, if conditions are good then it is favourable for company because it works as a supporting factor for the company. It is analysed that the condition inPolonia isfavourable for business. Waitrose has a good chance to expand their business in that country (Bennett and Joyce, 2013). It is possible for company to attract a large number of customers by operating their supermarkets there. Culture: The culture of country has large effect on decision making of the management ofcompanies regardingexpansion ofactivities in that country. In Polonia,culture of the country is not much developed. There is the need to make investment by the big companies to attract a large of customers. This will help nation to improve livelihood of citizens. The company also getsbenefits because of the quality products at less price. The less competition inmarket is also beneficial forWaitrose to capture whole market easily. Butfrequentchangesinculture, effectsdecision makingofcompaniesand provides measures to change in policies according to them. Economy: Economic factor persists in the country have major effects on the business environment of the country. There re lots of economic factors includes inflation rate,
foreign exchange rate, fiscal policies which have the huge effect on the decision making of the companies for the expansion of their activities in that country. In Polonia, the economic conditions are not good because of the instability of the government in country. The policies framed to grow the economy are not appropriate for the country. In this country exists poor foreign exchange policies, fiscal policies. Also the income of the persons in that country is very low. Waitrose has the large investment in that country ton start the business but the economic condition are not supportable there. This makes difficult for the company to earn profits there. Waitrose is the company which provides the grocery products and quality food items (Storey, 2016). The low income of citizens of the country affects their sale4s figures because they are not is the situation to afford them. This will adversely affect the image of the company if they are not get success. So, it is very important for the company to understand the economic conditions before starting their activities. Financial system: Financial systems have large impact on business environment of country. It is very important that the country has good financial system because the new company requires the fund which are satisfied by the financial systems of the country. If the country doenot have appropriate financial system it effects the implementation of the company in country. In Polonia, doesn't have the good financial system because they are underdeveloped country. The country doesn't have appropriate resources to provide the funds to Waitrose to implement their supermarkets. So, it is very difficult for the company to start the business in Polonia. Every company needs huge requirements of funds to start business for they approach the financial resources of that country to provide the finance to them (Beynon-Davies, 20132). Due to lack of the financial resources sometime the company also needs to drop the idea of the expansion fog the country in that country. Stability of the government: It is also one of the important factor which affects the business environment of country. Non stability of the government always put the businessman in the situation of the confusion that if the government change the policies also change it is difficult for the company to change their policies so frequently. Every businessman needs that they do their business where the policies of the government are stable because this situation provides the certainty to their business policies. In Polonia,
there are also the issues related to the government and their policies which affects business environment of that country (What Is a SWOT Analysis,2017). Waitrose also has to face the problems related to the expansion of the business in the Polonia. Legal: If the legal rules and regulations of the country also has the major impact on the business environment of the country. It has both positive and negative effects on business environment. If the legal policies of the country are liberal then it is beneficial for the company to start their activities in that country. But on other hand, if the legal policies of the country are strict then it effects the decision of the company to start their business in that country (Parvin and Kabir, 2011). In Polonia, the legal policies of the country are favourable for the companies who wants to start the business in that country. This will helps the company to take the advantages of the condition persist in country and start their activities there. TASK 3 3.1 Analysis of Waitrose: It is necessary for the company to analyse the internal strength, weakness, opportunities and threats which they possess. It helps the company in identification of the problems and provide the solutions regarding them. This improves the overall performance of the company. This company is wants to expand there business in new country, for this purpose the company is required to study the internal and external factors which affects the expansion of the company (Bridge and O'Neill, 2012). For the purpose of doing internal analysis SWOT of the company is necessary to do. SWOT analysis of the company is described below: Strengths: There are many strengths of the company which gives the highest position to them in market. One of the major strength of the company is that it has more than 300 stores in UK. This helps the company to earn higher profit by increasing their sales figures. Too many stores in UK increases the popularity of the Waistrose in between the customers. They also sponsor the English cricket team which is also the big strength of the company. It is the big advertisement measure which is used by the company which brings the brand image of company higher. More than 1 lakh employees are working in the company on which the growth of the company depends. The manage4mnt of the company provides them rewards as per the performance of the employees which isbest
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motivating factor which works in company. All these strengths are very helpful in expansion of the company is new country. Weaknesses: The weaknesses are intense competition in the market which lowers down the margin of the company. Another weakness of the company is the news published in the magazine about Waistrose kitchen. This damages the image of the company in market about the quality products provided by them. In today's world, it is important for the company to main the good image between customers because any bad news affects the belief of customers. Another weakness of this company is that the management is not sufficient to handle the large number of employees. This affects the efficiency of the completion of the projects on time. Delay in projects diminishes the image of company in between the competitors (Neubauer and Lank, 2016). These weaknesses are the major hurdle faced by the company while expanding the activities into different countries. Opportunities: There are many opportunities in front of the Waitrose because of the large market share. They have many option to invest in various diversified activities. This helps the company to expand their activities in different sectors. Theexperience of handling of large number of employees also helps the management to handle the staff of the company in new country. A different department for each and every activities gives them opportunity to fulfil all the regulation in new country. Threats: There are many threats which have to faced by the company. The main threat to the Waistrose is other competitors in the market from which they are behind locally and globally. Another threat, which they have to face by company is that failure towards the clarifi9cation on free coffee scheme (Carayannis,Sindakis and Walter,2015). As we know that the the company has more than 300 stores in UK but the poor economic condition of the UK has the major threat for the company because there business is totally depends upon the UK market. All these threats disturb the management of the company because of that they are not in the position to expand there activities of the company in new country. Porters 5 force model Porter said that it is important for the companies to watch the actions of the competitors. It is also said that they have to look beyond the actions of the rivals and identify the other factors which affects the business environment. These 5 forces helps the company to get more
profitability by using this strategy. Porters 5 forces modelin context of Waistrose is described below: Illustration1: Porter's five forces (Source:Porter five forces,2013) Competitive Rivalry: It includes the identification of the competitors in market and the identification of the qualities of the products provided by the competitors. This helps the company to know about the problems that they have in their organisation and to measures to solve them. If the competition in the market is high then it use aggressive price cut policies to minimise the effects of the competition. Supplier power: It includes the identification the suppliers that you have in market and their powers to increase the price of the product. It also includes the identification of the cost incurred in shifting of the supplier in market. The more options with the company helps them to choose the cheaper alternative (Enderwick, 2013). If the company has not more options the suppliers have the power to charge more. Buyer Power: It includes the identification of the buyers in the market and their power to lowers down the price of the product. If the company has the more customers they have
the power to manipulate the price but if the customers are less number than the buyer has power to manipulate prices. Threat substitution: It includes the situation when customers find out alternative methods to do the things. It means if the company provides automated process for something then customers finds alternative to do same thing through manual process. It effects the profit of the company. Threat of new entry: It includes the ability of the person to enter into new market. The company needs to identify that how easy for the new person to enter into market. They have to take care of the key technologies so it is not easy for person to enter into new market. CONCLUSION It has been concluded from the above report that business environment of country has great impact on the expansion activities of the company. It is important for the company to study about the political, economical, cultural factors etc. factors of the country for the effective implementation ofactivities of the organisation. SWOT analysis of the company helps them to identify the internal factors which affects their working and helps to improve their performances.
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