HND 商务与文化策略outcome4-5.docxVIP

The business strategy refers to the enterprise in a competitive environment takes responses to form advantages and create living space, according to the company’s strengths and weaknesses. Business strategy cannot be static; it must adopt adjustment according to the changes of internal conditions and external environment. From the external forces: Policy changes: Alcohol abuses had brought bad effects to the society; therefore, the government encouraged the public to drink at home, which can raise the public and government’s concern on alcohol and the resulting anti-social behavior especially in the city center. The existence of bars has an important place for these negative impacts and brings negative publicities to the city. Marketing changes: Supermarkets started selling soft alcoholic beverages, which was in especially loss-larder beers and it made now it difficult for the JD Wethespoon to compete on price with other rivals. Consumer changes: Customers demand is always changing over time, and when a customer’s focus gradually transfers to the service industry with entertainment factor, the service industry, such as J D Wetherspoon, should effectively change the original countermeasures to cope with this phenomenon and keep their market share. From the internal forces: JD Wetherspoons previous failing expansion plans resulted in shares falls and profits falls. This makes changes imperative. Restricting power: JD Wetherspoon’s staffs were not willing to accept the company business strategy changes, they worried about they may possibly lose their jobs. In the past few years, these successful reforms still had their negative impacts. From the employees perspective, they wanted stable jobs and regular payments, but these changes would bring some uncertain factors to their future life. On condition that they could not follow the companys new demand, they might be fired. In addition, they were not sure of the benefits are the same as before changes. So this factor bec