Entrepreneurial Strategy

This presentation discusses the importance of entrepreneurial strategy in gaining a competitive edge in the market. It explores the use of PESTLE analysis, TOWS analysis, and Porter's Five Force Model. The presentation focuses on the case of Drink, Shop & Do, a cafe bar in the UK, and how it applies these strategies for long-term sustainability and growth.

Entrepreneurial Strategy

Table of Contents
 Introduction
 PESTLE Analysis
 TOWS Analysis
 Porter Five Force Analysis
 Conclusion
 References

Introduction
 Strategic capabilities can be referred to as the abilities of a company to
ensure long term sustainability at market place amidst the extensive
rivalry, through the application of effective strategies and usage of
resources.
 These provide aid to an enterprise in gaining success and growth at market
place. Over the course of time, Drink, Shop & Do has become a prominent
name within the food & beverage sector, especially, cafe sector.

PESTLE Analysis
Political: United Kingdom is a stable country which offers
opportunities to companies such as Drink, Shop & Do
operating within its confines to carry out their functioning
within the jurisdiction of political systems and laws.
However, terrorism, international wars and adverse shift in
political state of the nation may present threat to the survival
of corporation within the confines of United Kingdom.

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 Economical: BREXIT is one of the most crucial factors that impact upon
the economy of UK. Looking upon this, Drink, Shop & Do offers its
products and services to customers at a price which is not too much to be
only affordable by lavish people. However, the strong economic
conditions of United Kingdom provides opportunities to the cafe bar to
facilitate its growth in the long run.

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 Social: The needs and wants of customers keep on changing. Thus, there
is a significant need for Drink, Shop & Do to constantly conduct market
research with a view to come up with new food & beverage items and
other services that can meet the demands of population of UK, especially
London. Through this,Drink, Shop & Do can ensure its long term survival
in market place and entailment of high customer satisfaction.

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 Technological: Being a technologically advanced country, United
Kingdom tends to generate opportunities for organisation like Drink, Shop
& Do to make use of innovative and unique techniques to make coffee and
other F&B items to appeal to customers in an effective manner. This cafe
bar is currently making use of latest technologies with a view to gain high
customer satisfaction and is required to continue to do the same for long
term sustainability at market place.

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 Legal: The Food & Beverage Sector is run under the jurisdiction of a
number of laws and legislation such as health and safety norms, alcohol
license, Food Hygiene Certificate, Restaurant insurance, Food Safety
(General Food Hygiene) Regulations etc. These need to be taken into
account by Drink, Shop & Do so as to ensure that it operates within the
confines of stipulated legal regulations.

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 Environmental: Each organisation operating within the geographical
boundaries of United Kingdom is required to abide by the environmental
laws so as to ensure least harm to nature. In this regard, the constant
efforts of Drink, Shop & Do is to ensure least harm to environment in
any way. This aids the entity in gaining support and appreciation from
government as well as customers.

Micro Environmental Analysis
 Over the course of time, Drink, Shop & Do has become a well established
and renowned cafe bar all throughout United Kingdom.
 In this regard, it is important for the management of this entrepreneurial
venture to take into account its strengths and weaknesses so as to smoothly
conduct its operation in the open market.
 Drink, Shop & Do has used TOWS analysis to take advantage of
environmental opportunities and limit the threats.

TOWS Analysis
TOWS is a variant of SWOT analysis which provides
information about strategic options available to an
organization as a result of execution of external-internal
examination of business environment. The corporate strategy
devised as a result of this provides assistance to the
enterprise in attaining a strategic and competitive edge in
market place. The management of Drink, Shop & Do is
conducting this analysis with a view to come up with sound
strategies.

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Porter's Five Force Model
This is a analytical model that is taken into use by
company to gain comprehensibility of its position at
market place. This aids an entity in ascertaining the
attractiveness of market so as to gain access into it or
move out of it. The management of Drink, Shop and Do
has applied this model to gain knowledge of market
positioning of the cafe within UK.

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Suppliers' Bargaining Power: The bargaining power of vendors within cafe &
bar sector is acknowledged to be low as there are large number of suppliers which
can be contacted by Drink, Shop and Do. Thus, when one vendor charges more for
supply of raw materials, the entity can approach another supplier present at market
place.

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Customers' Bargaining Power: As the offerings of Drink, Shop and Do are
unique and diverse, it attracts the attention of a large base of audience. This
inflates the loyal base of customers for company in the long run. Thus, it can
be said that the bargaining power of consumers in this regard is
acknowledged to be low.

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Threat of Substitutes: The threat of alternatives within cafe bar sector is
moderate as there are relatively lesser organizations which provide high
quality offerings like that of Drink, Shop and Do. However, the entity is
required to keep on coming up with new products and services in order
to keep the magnitude of this element low only.

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Threat of New Entrants: The current situation of cafe bar sector illustrates
that the capital requirement to gain access into this market is low. This
inflates the threat of new entrants for companies already operating
within the respective sector such as Drink, Shop & Do. Thus, the
magnitude of this element is acknowledged to be high.

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Threat of Existing Competition: There are several companies operating
as a cafe bar which inflates the risk of substitution for Drink, Shop
and Do. It is required that entity should continue to launch new
products and services or incorporate new technologies through
which a large base of persons can be attracted to make a purchase of
offerings of this organisation.

Conclusion
 On the basis of above stipulated discussion, it is recognised that
entrepreneurial strategy is the key to attainment of competitive edge in
market place so as to stay ahead of rivals within same industry. Further,
SWOT analysis provides entity with the information that it can explore the
opportunity of exercising diversification to penetrate into new locations
with unique offerings.

References
 Perry, J. T., Chandler, G. N. and Markova, G., 2012. Entrepreneurial
effectuation: a review and suggestions for future research.
Entrepreneurship Theory and Practice. 36(4). pp.837-861.
 Hartsfield, S., Johansen, D. and Knight, G., 2017. Entrepreneurial
orientation, strategy, and marketing capabilities in the performance of born
global firms. International Business: Research, Teaching, and
Practice. 2(1). pp.12-38.