This study discusses the key challenges faced by Pizza express in the external environment, important aspects of its internal business situation, and strategic options for sustaining future growth in the UK and international market.
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Organisational Strategy
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TABLE OF CONTENTS INTRODUCTION...........................................................................................................................1 Key challenges faced by pizza express in external environment................................................1 Important aspects of internal business situation of Pizza express...............................................3 Strategic options and direction for Pizza express to sustain future growth in UK and international market....................................................................................................................5 Steps to develop Pizza express in next 5 years in UK and international market:-......................6 CONCLUSION................................................................................................................................7 REFERENCES................................................................................................................................8
INTRODUCTION Organisational strategy is the respective actions that a business takes in order to achieve itslongtermgoalsandithelpstheorganisationtohavehugeprofitabilityofits business(Oyewobi And et.al, 2016). Present study is based on the organisation Pizza express that is a restaurant group founded in the year 1965 by Peter Boizot and is having its headquarter at Uxbridge, UK. Report will include, different key challenges that Pizza express faces in external environment in UK. Further report will include the important aspects of internal business situation of Pizza express. Report will also include different strategies options that Pizza express have to adopt in order to sustain its future growth in UK as well as in international market. At the end report will recommend effective steps that company have to develop over the 5 years in UK and also in international market. Key challenges faced by pizza express in external environment Figure:- 1 There are different challenges that pizza express is facing due to various external environment factors in UK. These factors affect the business of Pizza express in following ways:- Politicalfactors:-Therearedifferentpoliticalfactorsthataffectsthebusiness organisation like government policies, political instability, tax policy, trade restrictions 1 Illustration1: Pestle analysis
etc. As UK government is having its focus on health of its people, they have implemented different policies for the same. As Pizza Express is coming in fast food category, it faces criticisms from people as well as government. Company is targeting the middle class people and with international trade, they have reached global market. However, due to trade restrictions, there are many countries in which Pizza express have not been able to make its position. Pizza express is in need of effective strategy to overcome these challenges and have to work to lower taxation impact on its firm(Haula, 2018). Economic factors:- There are different economic factors that affects business like economic growth, interest rate, inflation etc. The different interest rates and consumer spending affects the opportunities of Pizza express and as people are switching to healthy diets the consumer need is getting lower. People nowadays want to spend its income in healthy products and that creates challenge for Pizza express. It is very important for the organisation to deal with these economic challenges because competition is rising as different substitutes are available in market. Socialfactors:-Therearedifferentsocialfactorsthatbringschallengeforthe organisation.Thesefactorsarehealthconsciousness,agedistribution,attitudeof population etc. There is rise in demand for organic and veg foods as lifestyle of population is changing, that creates another challenge for Pizza express. Attitude of population is also changing as they are becoming more health conscious and this affects thedemandandsupplyofproductsthatpizzaexpressisofferingtoits customers(Chhabra and Kiran, 2015). Technologicalfactors:-Therearedifferenttechnologicalfactorsthataffectsthe organisation. As competition is rising and all the restaurants are coming with innovative promotional activities in order to make the product recognised in market, expenses of Pizza express also increases. With technology advancement, the customers services become better and easy delivery of foods products is there. For the same, company have to invest in huge amount in order to effective technology in hand. Environmental factors:- There are different environmental factors that create challenge for the organisation like scarcity of raw material, ethical and sustainable demand, carbon footprint. As there is demand for sustainability in the organisation, it creates challenge for 2
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Pizza express. As company is producing fast food products, it becomes tough to bring healthy and sustainable products for the customers(Banu, Rahman and Khan, 2018). Legal factors:- There are different legal factors that affects the organisation like, heath and safety, consumer rights and laws, product safety etc. It becomes challenge for pizza express to maintain the taste and quality of its products with change in demand of customers with healthy food needs. There are different laws related to heath and safety and there are many safety issues that comes to people who are working in pizza express. It is therefore challenge for the organisation to have effective safety of its employees and to provide healthy foods to customers that already have perception that products of Pizza express is not healthy. Important aspects of internal business situation of Pizza express Figure:- 2 There are different internal strength and weakness of Pizza express and also different opportunities and threats that are essential to identify in order to make effective strategies for its long term growth. STRENGTH Pizza express is having good reputation in market for the taste of its products WEAKNESSES Financial difficulties are arising due to downturn in consumer demand that 3 Illustration2: SWOT analysis
that are pizza, pasta etc. Company is having effective promotional activities that attracts most of the customers. Having effective and attractive infrastructure that attracts many of its customers to visit again and again. They are offering its product at reasonable price with good quality so that middle class people can easily afford its products. There are about 470 restaurants of Pizza Express in UK market that makes the service easily available to all its customers. Satisfying the employees by giving them discount at Pizza express and giving food allowance on shifts(Kumar, and Bansal, 2015). directly affects the business reputation and its growth in global market. High staff turnover is there as employees are getting less pay and there are many unsatisfied employees at Pizza express. Not able to provide sustainability for its business. As competition is increasing and customers are switching to products that are healthy, company is not able to provide the same. Not able to compete with respect to its pricing strategies. There are many substitutes available in market that are providing the same product with effective product strategies. As demand of healthy products is increasing, company is not taking initiative to provide the sameHossen, 2018). OPPORTUNITIES By recognising potential partners and suppliers Pizza express is having opportunity to take its products effectively in global market. Company is redesigning its 36 products and that brings opportunity for them to take there position in market. Pizza express is having opportunity to increase its sales by having THREATS Company is paying staff less than the legal minimum wage. Company is earning lower revenue that leads to lower profit and the investor hesitate to invest as risk options rise for them. Threat of new entrant is common as competition is increasing and companies are coming with more 4
understanding of its competitors and taking appropriate strategies into its consideration(Zineb, 2015). Company is having growth potential with effective management of its organisation. effective products that are healthy for customers. Strategic options and direction for Pizza express to sustain future growth in UK and international market There are different strategic options and direction for Pizza express that companies have to adopt in order to sustain future growth in UK and also in international market. Organisation have to use Ansoff's matrix in order to identify the respective strategic options that are as follows:- Figure:- 3 Market penetration:- With this strategy, business focus on selling existing products into existing market by making effective changes in its product and service quality. Pizza express have to use this strategy in order to have long termed growth by achieving competitive pricing strategies and promotion mediums(Huang and Lin, 2017). 5 Illustration3: Ansoff's matrix
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Market development:- In this growth strategy, business sells it existing products in new market. This strategy helps the organisation to extract new market share. Pizza express can sells its products in new geographical market with new distribution channels. As company is already having good reputation in market, they can easily take position in those market. This strategy is risky for Pizza express so, before producing its products in new market, it is very essential for the company to do proper market research before targeting new market(Loredana, 2016). Product and development:- In this growth strategy, business introduce new products in existing market. This strategy requires product modification. As demand of health conscious product is rising in UK as well in international market, Pizza express have to make strategies in order to have product development and modification. This strategy helps the organisation to attract the respective customers with new product offerings. Company also have to work to make the product modified and also differentiable from its competitors. For the same company have to take help of research and development with innovative ideas(Schawel and Billing, 2018). Diversification:- In this growth strategy, organisation introduce new product in new market. This strategy is very risky for the business and requires lot of research before implementing it. As Company is having good reputation in market, it is not tough to develop sustainable products and introduce the same in new markets as this strategy if implemented effectively with effective market research can be highly rewarding for Pizza express(REZAEI, KHAVARIAN and GHAFURZADEH, 2016). Therefore, organisation can use the following strategies in order to have competitive advantage and these strategies can helps the organisation in long run. Steps to develop Pizza express in next 5 years in UK and international market:- The steps that Pizza express have to adopt in order to have development in next 5 years are as following:- Entry signals:- Pizza express have to alert its employees and start thinking to bring change in organisation. Company have to identify its competitors and have to come up with innovative solutions. The major changes are required with respect to products innovation that is healthier products and increasing wages of employees in order to reduce employees turnover(Eldredge And et.al., 2016). 6
Purpose:- Pizza change have to clearly define its purpose and change agents have to gather different information in order to develop the strategies effectively and to resolve differentconflictsthatarearisingrelatedtoproductdevelopmentandemployees turnover. Assessment:- The overall issues that organisation is facing have to be reviewed in order to work effectively in achieving overall goals and budget of the organisation. It is very important for Pizza express to reallocate its resources in order to bring effective changes in organisation and within there budget. Action plan:- Effective plan have to be developed in order to solve the problems related to pricing strategies and taking the future trends in consideration. Employees have to be trained with new training programs and proper action plan have to be implemented. Intervention:- Implement the intervention plan and train the employees effectively for having less disrupt business operations. Evaluation:-After intervention, it is responsibility of the business to collect and measure the outcomes so that effective actions can be taken to improve the actions that are taken for product and market development(Jabri, 2017). Adoption:- Adopt the changes in organisational policy and make them mandatory process for all the employees. CONCLUSION From the above study it is been concluded that Pizza express is facing different challenges due to various external environment factors in UK. Report also concludes that there are different internal strength and weakness with respective opportunities and threats that Pizza express is having and are playing essential role to identify effective strategies for its long term growth. Report further concludes that there are different strategic options that Pizza express have to adopt in order to sustain future growth in UK as well as in international market. Report also concludes that in order to long term growth of its business, Pizza express have to develop effective steps that may helps in bringing changes in the organisation. REFERENCES Books and Journals 7
Banu, N.T., Rahman, S. and Khan, R., 2018.Freddy’s coffee shop: Expanding the coffee business in Bangladesh. SAGE Publications: SAGE Business Cases Originals. Chhabra, S. and Kiran, R., 2015. An Empirical Analysis of Total Factor Productivity in Food and Beverage Sector.Productivity.56(2). Eldredge, L.K.B. And et.al., 2016.Planning health promotion programs: an intervention mapping approach. John Wiley & Sons. Haula, K., 2018. Online Shopping and Drone Technology in Russia. InRussian Regions in the FocusofChanges:Conferenceproceedings.—Ekaterinburg,2018(pp.47-60).LLC Publishing office EMC UPI. Hossen, M., 2018. Analysis of outsourcing industry and internship experience from Taskeater Bangladesh Ltd. Huang, K.C. and Lin, Y.C., 2017. The Battlefieldof IoT: Competitiveand Cooperative Relationship Among Smart Home Vendors. Jabri, M., 2017.Managing organizational change: Process, social construction and dialogue. Palgrave. Kumar, P. and Bansal, S., 2015. SWOT ANALYSIS: WHAT DOES FDI HOLD FOR THE INDIAN RETAIL SECTOR IN 21TH CENTURY?.International Journal of Research in Management, Economics & Commerce.5(1). Loredana, E.M., 2016. The Use Of Ansoff Matrix In The Field Of Business. InMATEC Web of Conferences(Vol. 44, p. 01006). Oyewobi, L.O. And et.al, 2016. Relationship between competitive strategy and construction organisationperformance:Themoderatingroleoforganisationalcharacteristics. Management Decision.54(9). pp.2340-2366. REZAEI, M., KHAVARIAN, A. and GHAFURZADEH, M., 2016. The Development of Industry in Yazd Province by Using the SOAR Strategic Framework and ANSOFF Matrix. Schawel, C. and Billing, F., 2018. Ansoff-Matrix. InTop 100 Management Tools(pp. 31-33). Springer Gabler, Wiesbaden. Zineb, S.A.Y.L., 2015. The International business environments of franchising in Morocco. Indian Journal of Economics and Development.3.p.5. ONLINE Pestleanalysis.2019.[Online].Available.Through<https://www.google.com/search? q=pestle+analysis&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjc7O_MwsrlAhWMqI 8KHTgvAc8Q_AUIEygC&biw=1926&bih=1012#imgrc=GaL7ZA4NlIR5TM:> SWOTanalysis.2019.[Online].Available.Through<https://www.google.com/search? q=swot+analysis&source=lnms&tbm=isch&sa=X&ved=0ahUKEwiAl4DA2MrlAhULto8 KHRFBDbAQ_AUIEigB#imgrc=fepaybD48PtmIM:> Ansoff'smatrix.2019.[Online].Available.Through<https://www.google.com/search? q=ansoff+matrix&source=lnms&tbm=isch&sa=X&sqi=2&ved=0ahUKEwjY7r_c6crlAhW wHbkGHWI8BcUQ_AUIEigB&biw=1926&bih=1012#imgrc=ziCmiGyPQP1F2M:> 8