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Economic factors: Currently New Zealand is experiencing slow growth in economy as its unemployment rose from 3.4% to 3.6% since mid-2007 (Herald Tribune, 2008). It is also experiencing inflation due to political issues in the Middle East causing petrol price to increase. Social factors: Though no evidence was shown from newspaper, database or any other proper sources, it can be seen that mostly pakeha people and Maoris held weddings in New Zealand. Other ethnic groups such as Indians, Asians prefer to hold weddings at their country of origin because most of their family live there and would be difficult to invite them here. Another trend is the education of people received today; they are more educated and have influenced their marrying decision. Most decided to marry between the age of 25 to 34 and the marrying age has being increasing since 1961. (Statistic New Zealand, 2008) Technological factors: this factor does not affect Beaufords unless it decides to upgrade its facilities. This is because most corporate that held conference at Beaufords will bring their own equipments for their presentation. Legal factors: Current legal issues that will affect Beaufords are Employment Relations Act 2000, Food Act 1981 and The Sale of Liquor Act 1989. These legislations have determined how staff is supposed to be treated including their working condition, pays etc. The food Beaudords provides to its customers must be of good condition and safe to consume. The restriction on how much alcohols can be sold to customers is also restricted and sales condition also applies to age and drivers. Environmental factors: There are numerous of competitors around Beaufords and they are not only organisations that focus on providing functions. Hotels also provide functions to customers including conference, parties and weddings. Most competitors are hotels where they provide a wide range of services and very few focus on providing function services only. Seasonality also affects Beaufords where number of wedding functions is usually around 16 a month during summer and not many was guaranteed during winter. 2.2.2 Opportunities - Beaufords may have improved business level if National party wins the election this year where economic might improve and people will become wealthier. - Since people are more educated they tend to save more for their future and have decided to get married between ages of 25 to 34. It is an opportunity for Beafords to target this segment and inform them about their product. - Even though Beaufords have to follow the government legislation but they use it as an opportunity to promote their services and products. For example, ‘delicious food yet safe to eat’ or ‘drink safely and celebrate’. - Beafords can focus on specialising their product and services to build up their brand where compared with large organisations it is much easier for Beaufords in terms of its less complicated organisational structure. Where large organisations will have to undergo significant changes if it decides to specialise in particular services. |
