External Environment Research and Analysis: Wagamama PESTEL Report

This report presents a PESTEL analysis of Wagamama, a UK-based restaurant chain specializing in Asian cuisine. The analysis examines the political, economic, social, technological, legal, and environmental factors impacting the company's operations, with a specific focus on the effects of COVID-19 and Brexit. The political section considers public health policies and international trade. Economical factors include the effects of Brexit and the pandemic on sales and profitability. Social aspects address changing consumer demands like contactless delivery and online payment. Technological considerations involve online ordering and payment systems, as well as temperature measurement. Legal factors cover health standards and sanitization regulations. Finally, the environmental section discusses climate factors and the adoption of solar energy. The report concludes that Wagamama is significantly affected by the current pandemic and utilizes the PESTEL analysis to identify risks and develop strategies for future success.

Global Business
Environment

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: For this, Wagamama restaurant need to undertake prominent trends like
contactless delivery, online payment, mobile menu and many more in terms of changing
the requirements on the continuous basis (Wagamama Limited: Foodservice-Company
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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
restaurant is prominently suffering from the current pandemic considering the overall
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.
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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
Wagamama Limited: Foodservice-Company Profile. 2018. [Online] Available through:
<https://www.kenresearch.com/blog/2016/06/wagamama-foodservice/>./
PEST Analysis Example for the Food Industry. 2020. [Online] Available through:
<https://pestleanalysis.com/pest-analysis-example-for-the-food-industry/>./
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