This document discusses the impact of external factors on the global business environment, using Wagamama restaurant as a case study. It explores the political, economic, social, technological, legal, and environmental influences on the restaurant industry.
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Global Business Environment
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Table of Contents INTRODUCTION...........................................................................................................................1 MAIN BODY..................................................................................................................................1 External environmental research.................................................................................................1 CONCLUSION................................................................................................................................2 REFERENCES................................................................................................................................3
INTRODUCTION Global business environment undertake the several independent nations considering the various factors for the overall environment that leads to impact the overall decision making process and the resources of company that prominently impact the capabilities. To carry forward the study,Wagamama restaurant is considered which is the British restaurant chain that leads to serve Asian food on the Japanese Cuisine. Along with this, report tends to undertake effective external research by analysing the significant drives of change. MAIN BODY External environmental research This framework is useful for the marketers in terms of identifying and monitoring the external factors that has major impact on the running and operation of company. For this, the identification of Wagamama restaurant is prominently explored in terms of becoming the market leader and few factors are mentioned as below:Political:There are various trends that tends to prominently impact the fast food industry in terms of adding healthy options regarding the public health policies. Considering the enhanced international trade Wagamama restaurant tends to expand their business for the global level supply chain(Wagamama Limited: Foodservice-Company Profile, 2018). Wagamama has its effective presence in UK and also suffers from the severe impact of COVID-19 because of prominent factors health and safety and considering the proper sanitisation. (Hamilton and Webster, 2018). Brexit put negative impact as it increase the cost of raw materials for the food producers which tends to end by the recent deflationary food environment.Economical:Brexit negatively influence the economy and after COVID-19, restaurant need to consider various norms and policies which impact the sales and profitability. It tends to depict effective enhancement in price factor by decreasing profitability and also tends to develop suitable strategies in terms of becoming successful in food industry to earn significant profitability(PEST Analysis Example for the Food Industry, 2020).Social:Forthis,Wagamamarestaurantneedtoundertakeprominenttrendslike contactless delivery, online payment, mobile menu and many more in terms of changing the requirements on the continuous basis(Wagamama Limited: Foodservice-Company 1
Profile, 2018). After COVID-19 leads to make effective changes in trends and pay factor of restaurant considering their health and safety measures (Kotabe and Helsen, 2020).Technological:Undertaking the impact of COVID-19, Wagamama restaurant make things through online like payment and taking orders which is easy and convenient for customers and safe as well. Also consider temperature measurement machines to identify proper temperature of individuals(PEST Analysis Example for the Food Industry, 2020).Legal:After the impact of Pandemic, there are several regulations that are developed like health standards and proper sanitisation considering the current pandemic which is useful in developing significant factors considering achievement of competitive advantage (Tallman,Luo and Buckley, 2018). Therefore, respective restaurant take care of proper social distancing and entry of guests with mask regarding suitable safety. Environmental:As per this factor, it undertake proper climate factors and weather conditions which is useful in effective delivering for food services for restaurant on time (PEST Analysis Example for the Food Industry, 2020). Moreover, due to lockdown, many countries stop working that positively impact the environmental conditions in terms of healing from pollution. Therefore, respective restaurant opt solar energy in terms of saving energy and spread awareness regarding green factors. CONCLUSION Therefore, by undertaking the prominent discussion it is analysed that Wagamama restaurantisprominentlysufferingfromthecurrentpandemicconsideringtheoverall performance and productivity. For this, PESTLE analysis is organised which is useful in analysing the significant risk factors in terms of weaknesses and threats with the help of significant strategies. 2
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REFERENCES Books and Journals Hamilton, L. and Webster, P., 2018.The international business environment. Oxford University Press. Kotabe, M.M. and Helsen, K., 2020.Global marketing management. John Wiley & Sons. Tallman, S., Luo, Y. and Buckley, P.J., 2018. Business models in global competition.Global Strategy Journal.8(4). pp.517-535. Online WagamamaLimited:Foodservice-CompanyProfile.2018.[Online]Availablethrough: <https://www.kenresearch.com/blog/2016/06/wagamama-foodservice/>./ PESTAnalysisExamplefortheFoodIndustry.2020.[Online]Availablethrough: <https://pestleanalysis.com/pest-analysis-example-for-the-food-industry/>./ 3