Pizza Express Limited is a pizza joint based in the United States created by Peter Boizot in 1965. The menu of the firm features a wide selection of starters’ mains done with sides pasta and soft drinks. Further, the restaurant provides event catering services and takes away services for meals. The firm runs casual open dining across Hong Kong, United Arab Emirates, Indonesia, China, Jordan, Cyprus, and Kuwait (Cavicchi and Santini 2014). For many years, the firm has maintained a good reputation offering excellent service to the clients while upholding its quality.
Several outlets promoting brand recognition
The business has over 400 stores across the United Kingdom and other countries thus increasing its brand name across the region. The reality assists the firm receives repeat purchases as well as loyalty among individuals traversing the nation (Jani and Han 2014).
The firm has a diverse offering for the consumers covering the preferences of various cultures thus increasing the probability and the target market for its products. As a result, the firm manages to outshine selected restaurants offering a single culture meal.
The firm employs qualified people who match the task and thereby drive value to the clients. Besides, the company engages in a leadership program where it always trains and develops its employees on the latest market trends thus improving quality delivered to the customers.
The chain of restaurants remains responsible to the environment by exercising the use of energy saving machines in the production department as well as lighting. Purce (2014) suggest a direct linkage between corporate responsibility and a development of a new market segment for businesses. Besides, the firm engages in several charity programs which not only demonstrates its responsibility to the communities but also grow its brand name.
A set of stakeholders that stand to either benefit or experience loss in the process of initiating change. The paper looks at the stakeholders in assessing the effects of the challenges presently.
The objectives of the owner of a business depend on the type of ownership. The kind of ownership in the case includes partnership as each of the members in the firm contributes to the overall creation of the group. Therefore, each shareholder only looks for their return on investment for a business to thrive. The company provides profits for its owners as evidenced by the continuous existence of the firm.
Customers are a single important shareholder in a company who depend on consuming as a measure to boosting business. Businesses that meet the demands of their client manage to thrive by according the clients the best menu and drinks that satisfy their requirements. Here, a bad experience drives away customers and reduces the chance for a return client in the business. The Pizza Express seems to meet the needs of the clients owing to the great number of people still flocking the business from time to time. Therefore, the company appears to offer the customers the best practices that meet value for their money.
Workers form a crucial part of business as they are relied upon to deliver the best experience to the clients. The firm has a good number of employees that meet the demands of the market. Besides, it has contacts with part-time workers who only show up in the cases of increased service demand with employees being paid as per the workflow. However, there is need to increase customer experience by catering to the needs of the workers by appreciating them and raising their moral through promotion and recognition activities (Stickdorn and Schwarzenberger 2016). Recognition and awards are employee improvement measures that bear a significant impact on the workers and reflect on the kind of service delivered to clients. Besides, there is need to reduce the working hours or introduce a compensation plan whenever employees work on overtime.
Suppliers strive to make profits by delivering goods to a business to meet the demands of a commodity on the offering. The firm has a constant number of suppliers who provide the goods that are converted into customer’s meals. Therefore, the firm needs to cultivate a proper relationship with its suppliers by initiating a strategy on an easy payment system that promptly pays the providers thus encouraging a timely delivery and a command in a high quality of the supplies (Rothaermel 2015).
The society remains an important factor in business whose demands have to be met. The society bears all the effects of a location of business in a given area. In this respect, businesses need to employ a percentage of its employees from the area and carry out community services in similar places. Such actions rally the support of a community towards a business and promote the well-being of businesses. Therefore, the firm needs to consider participating in corporate social events to increase its likelihood of success given the fact that the prime customers can come from within the community where the business is situated.
The government remains an important player in the business world. Apart from benefitting from the revenues retrieved in business, the government is charged with the responsibility of shaping a business environment by implementing sound business policies. In this respect, the government of the day has special policies that favor the business and increase its revenue stream (Cavicchi and Santini 2014). Therefore, there is a need for the business to meet its part of the bargain by paying taxes and carrying out all the recommendations of the business.
Extent of Branding
The firm has a proper branding technique where it sells its name through its packaging materials for take-away meals. Every meal in the business is packed in bags that bear the brand name of the business as well as leaflets on the business and the products on offer. Apart from delivering quality products, the firm goes ahead to promote its brand by using a consistent and attractive image that represents the company’s logo. In this case, the firm places itself ahead for noticing.
The firm has a proper pricing policy that matches the needs and class of its clients. The firm selects a competitive pricing policy that matches the type of service offered by maintaining an all time competitive price slightly lower than that of its competitors. In this respect, the firm manages to survive the competition by retaining a high rate that matches the service it offers and value derived from the business by customers.
Every client visiting the firm can attest to the superior quality of meals served in the restaurant coupled with a superb service delivery. The high quality of meals served to command the repeat purchases experienced in the stores that keep the customers coming back (Kazanjian 2012). For instance, the superior taste of the pizza promotes the brand name and makes the restaurant a single reference for the best pizza experience. Therefore, the quality of the meals served to enable the business to thrive in the region.
The firm offers several and diverse meals to the consumers that cater the needs of both vegetarians and those who love meat products. Further, the joint serves both alcoholic and non-alcoholic drinks thereby meeting the diverse needs of a wide population. Therefore, the extent of product diversity is essential towards the success and competitive nature of the business (Tarakci, Ates, Porck, van Knippenberg, Groenen. and de Haas 2014).
The firm has a great popularity in the United Kingdom market as it utilizes the print media and other means of marketing itself. However, the firm has a little presence on the digital media which provides an array of opportunities towards commercialization. The company needs to increase its presence in the digital coverage ranging from the social media to the creation of a superior website that encourages online ordering and purchase of commodities to be distributed in the nearby areas (He, Zha, and Li 2013). The act of reaching out to customers on the social media assists in capturing a large market given the current competitive nature of the hotel industry.
The five forces are essential in understanding and developing a proper analysis in business activities that supports growth. Analysis of current strength and opportunity in a business assist in determining the best step towards a competitive strategy formulation for corporate (Cheng 2013).
Suppliers have little power to drive the prices of goods and services delivered to the business as the business can easily switch from one supplier to the other. The cost of switching from one client to another is low thus giving the business a high bargaining power of the vendors (Molina-Azorín, Tarí, Pereira-Moliner, López-Gamero, and Pertusa-Ortega 2015.). The attribute allows the business to acquire the best products at competitive prices that drive profits to the company.
The customers in the hotel business have the power to drive low the prices of commodities. The cost of buyers switching from one restaurant to the other is easy and thereby giving them a high power of bargaining and ensuring prices remain competitive. In this respect, the restaurant strives to balance the prices offered according to the quality of the products thus manages to maintain its clients in the business (Stickdorn and Schwarzenberger 2016). Therefore, the business provides a good shield that prevents customer shifting from its business to the others.
Competition is stiff in the industry with new businesses opening up now and then. The situation presents a high competitive nature in the market that threatens the existence of the business as the increase in the number dilutes the target market for the business (Magretta 2013). However, the business survives the threat through offering the best quality of food that matches its competitive pricing and the strong brand name created in the market.
The threat remains low given the high number of clients flocking to the hotel. The firm lowers the risk of substitution by listening to its clients and delivering value through their service. Offering the best service and listening to the clients gives it an upper hand in limiting the threat of substitution.
Businesses open from time to time thereby raising the threat of new entrants in the market. As a result, the situation infiltrates the hotel industry with each trying to bring in a new strategy and way of engaging clients. However, the business downplays the threat by maintaining its strong brand name and service delivery that commands loyalty among its customers.
Political
The political environment in the United Kingdom is accommodative for businesses with the stable government giving opportunities for business. The functioning legal system and the union in the industry limit the damages associated with political systems. However, legislations on business taxation, employment laws, and pollution affect the industry though on lower margins.
The environmental factor in the region is accommodative with little laws affecting the hotel industry. The legislation on environment remains in force and hotels act responsibly towards adherence. However, challenges exist in the packaging materials as more people begin to prefer home delivery for their meals thereby straining the packaging considerations where the environmentalists advocate for recycling of materials (Tang, Amran. and Goh 2014).
The social environment is conducive for the business given the diverse offering that captures the culture of the people not only in the United Kingdom but also in other locations of its restaurants. The restaurant meets the needs of the lower, middle, and upper class in different activities given its contribution to the social responsibilities and focus on cultural and moral capabilities.
Technology presents better opportunities for the industry towards bettering the customer experience and marketing of its services online. Besides, the technology assists in developing and adopting better baking skills that translate into better products for clients thus remaining competitive.
The economic environment seems challenging since the last inflation scenario that raised the cost of goods for the industry which translated in an increase in prices of commodities. At the same time, it affected the employment of individuals due to inflation and the direct effect on the operational costs. However, the economic environment seems to stabilize and to restore prosperity in the sector.
The outlets of the firm remain independent and cater for their legal needs and compliance. However, increased legal issues are owing to the opportunity to explore the online purchases at the store. The industry needs to prepare for increased legal challenges as more opportunities come their way.
Conclusion
The strategic decisions and core competencies utilized by Pizza Express assist the firm to thrive in the competitive environment. Focusing on customer concerns as well as placing the right employees equal to a task gives individuals an upper hand in achieving considerable success. The firm is well-placed to take the digital market opportunities and succeed given its proper training and leadership program that empowers its employees towards posterity.
References
Cavicchi, A. and Santini, C., 2014. Food and wine events in Europe: A stakeholder approach. Routledge.
Cheng, D.S., 2013. Analyze the hotel industry in porter five competitive forces. Journal of Global Business Management, 9(3), p.52.
He, W., Zha, S. and Li, L., 2013. Social media competitive analysis and text mining: A case study in the pizza industry. International Journal of Information Management, 33(3), pp.464-472.
Jani, D. and Han, H., 2014. Personality, satisfaction, image, ambience, and loyalty: Testing their relationships in the hotel industry. International Journal of Hospitality Management, 37, pp.11-20.
Kazanjian, K 2012, Driving Loyalty : Turning Every Customer And Employee Into A Raving Fan For Your Brand, New York: Crown Business, Discovery eBooks
Magretta, J., 2013. Understanding Michael Porter: The essential guide to competition and strategy. Harvard business press.
Molina-Azorín, J.F., Tarí, J.J., Pereira-Moliner, J., López-Gamero, M.D. and Pertusa-Ortega, E.M., 2015. The effects of quality and environmental management on competitive advantage: A mixed methods study in the hotel industry. Tourism Management, 50, pp.41-54.
Purce, J., 2014. The impact of corporate strategy on human resource management. New Perspectives on Human Resource Management (Routledge Revivals), 67.
Rothaermel, F.T., 2015. Strategic management. New York, NY: McGraw-Hill.
Stickdorn, M. and Schwarzenberger, K., 2016. Service design in tourism. Entrepreneurship und Tourismus: Unternehmerisches Denken und Erfolgskonzepte aus der Praxis, p.2261.
Tang, Y.H., Amran, A. and Goh, Y.N., 2014. Environmental management practices of hotels in Malaysia: stakeholder perspective. International Journal of Tourism Research, 16(6), pp.586-595.
Tarakci, M., Ates, N.Y., Porck, J.P., van Knippenberg, D., Groenen, P.J. and de Haas, M., 2014. Strategic consensus mapping: A new method for testing and visualizing strategic consensus within and between teams. Strategic Management Journal, 35(7), pp.1053-1069.
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