Swot Analysis in Practice

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The Swot analysis concept in practice Zinn’s Burgers and Pizza is a regional UK fast-food restaurant chain who in the past was able to maintain a high profile and compete with international fast-food chains, but the Ottershaw branch is facing serious problems. This report aims to identify the current issues to help the manager, Chris Pike, to analyse his current situation and ways to improve it. ISSUES AT OTTERSHAW BRANCH ▪ The restaurant needs new layout and menu is not appealing; ▪ High staff turnover, no training to new employees, internal responsibility not allocated properly: night managers lack of competence and power as job specifications are not defined; ▪ Weak organisational culture: values and expectations not shared within the business so employees developed their own internal; ▪ Lack of communication between manager and employees, unethical behaviour: the case study says the manager decided to revoke employees benefits without previous consultation or warning and he was accused to treat employees unfairly; ▪ High food wastage: staff taking advantage of business resources as there is no supervision. THE SWOT ANALYSIS CONCEPT Preston (2006) explains that SWOT is the acronym for Strengths, Weaknesses, Opportunities and Threats, and offers an overview of the organisation internal environment (strengths and weaknesses) and its external influences (opportunities and threats). This technique aims to plan business development and allow the company to meet its key success factors (KSF). ‘Key success factors are what an organisation must do well and better than its competitors if it is to succeed’ (Capon, C., 2004, p. 86). OTTERSHAW BRANCH SWOT ANALYSIS

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