Report on Zinn Burger

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PART 1 – Report on Zinn’s Burgers To Chris Pike The manager of the Ottershaw branch B201 Student Introduction I have been asked to help you identify problems at the Ottershaw branch and suggest improvements to current situation. I have used concepts from Session 2. Part (a) Identifying and explaining problems Internal issues are ineffective management of resources, unclear structure and mechanistic culture. Appearance of the restaurant, old furniture and lack of innovative equipment do not attract customers. High staff turnover and conflict between stakeholders – managers and employees – resulted in ‘us’ and ‘them’ attitude. Lower sales and rising costs are effect of unsuccessful marketing operations. Implementing more control over employees to reduce costs has made the atmosphere even worse. The most important external pressures are changing trends in customers eating habits and strong competition. Raising concerns over the environmental impact has also put fast-food restaurant in the spot light. Zinn’s Burgers and Pizza must change to remain competitive. Part (b) Applying concepts and theories Organisations must adapt to ever-changing environment in which they exist. It is imperative to analyse and understand that environment, because sometimes a relatively minor change can have a dramatic effect. External environment can be defined and analysed using STEEP model (B120, Book 1, Session 2, 2011). STEEP is acronym for Sociological, Technological, Economic, Environmental and Political factors. I have applied STEEP model to Zinn’s Restaurant to help you understand external pressures and to emphasise the importance of considering all influences on a business. The above analysis explains why Zinn’s Burgers and Pizza struggle to compete locally. Customers are choosing restaurants offering healthy food for a cheaper price. Competitors

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