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2.0 Situational Analysis Note: Please see Appendix 10.1 for SWOT analysis table on page 2.1 Internal Strengths and Weaknesses 2.1.1 Internal Strength （这部分注意分点点讨论，先把要点用简洁的短语提炼出来，然后再进行论述或解释。老师要看的就是你有没有答到点点上，这点很重要） - Expertise in wedding: The owner of Beaufords is very experienced in weddings and functions. Being owner-operated, issues can be directly dealt with and decisions made on the spot if occurred. - Flexibility and Adaptability: Beaufords is flexible to adapt customers’ wants and needs. Beaufords would like to listen to customers’ opinions and discuss with customers. Adjustment and arrangement can be made according to customers’ preference, timeframe and religious belief. For example, customers can add or drop some of foods on the buffet menu and they also can ask certain decorations for wedding ceremony. - Cost Advantage: Price range of venue hire fees, food and beverage is reasonable and inexpensive compare to competitors. - Use of flexible practices: most of the employees are part-time student or casual worker in Beaufords. They are called to work prior to events confirmation, there are no salary based cased employee at the moment. This has helped the company to keep labour at minimum. 2.1.2 Internal Weaknesses 同理：分点点讨论，先把要点列出，然后再进行论述或解释 - Limited Space: Beaufords is located in Totara Park and remaining land in Totara Park belongs to Local Council therefore difficult to expand. - Staff Shortage: Every wait staff are student and part-time employees at Beaufords. Moreover, there is not enough staff around when operation moves into dinner hour where services from bar are slower during those hours causing inconsistent service. - Lack of marketing sources: Beaufords only uses its own website and advertisement in yellow page as its marketing tool. They lack of information distribution channels to let potential customers know about their services. - Small indoor dining room: Maximum garden dining capacity is 170 guests with extension and maximum capacity for indoor dining area of the homestead is only 70 guests. Therefore Beaufords sometimes lose customers who want to hold large weddings. - Seasonal sales: There are a lot of weddings during summer season compare to winter season. Around 12~16 weddings on each month during summer, however there are only few weddings during winter season. - Limited Range of Menu: Beaufords has only three options of buffet menu for customers to choose from, it lacks product depth. 2.2 External Opportunities and Threats 2.2.1 PESTLE analysis This section of report will identify and explain how factors from external environments around Beaufords will affect its operation in terms of opportunities and threats. Political factors: The government may experience dramatic change as it is experiencing election this year. Labour party is in charge at the moment where it is more focused on providing societal services whereas National party is focused on improving economic. |
