British Beef Industry, Case Study

2319 words - 9 pages

TABLE OF CONTENTS1.0 Terms of Reference...............................................................12.0 Main Findings2.1 Macroenvironment2.1.1 Environment Analysis....................................22.1.2 Structural Drivers of Change....................................32.2 Microenvironment2.2.1 Direct Competitive Rivalry....................................42.2.2 Threats of New Entry....................................42.2.3 Threat of Substitutes....................................42.2.4 Power of Suppliers....................................52.2.5 Power of Buyers....................................52.3 Internal Environment......................................................62.4 Strategic Alternatives2.4.1 Generic Competitive Strategies....................................72.4.2 Growth Vector Matrix....................................83.0 Recommendation3.1 Strategy to Implement....................................93.2 Potential Markets....................................94.0 References...............................................................105.0 Bibliography...............................................................115.1 Books5.2 Online Resources1.0 TERMS OF REFERENCEAs you are aware, the British beef industry has suffered considerably both domestically and globally since 1996 when the European Union placed a worldwide ban on British beef products (Brennan, Baines &Garneau 2003, p.241).With reference to what we discussed, this report aims to:- Identify the major influences on the British beef export and marketing processes- Identify strategic alternatives available to implement- Recommend how the Meat and Livestock Commission (MLC) can increase foreignmarket shareIdentifying the major influences will be addressed through the investigation of the surrounding macroenvironment (2.1) and microenvironment (2.2) of the British beef industry.Using the results from the external environment analyses, we will then look at the internal environment (2.3) and the strategic alternatives (2.4) to identify suitable strategic options available to the MLC.Concluding the report will be the recommendation (3.0) on how the MLC can increase market share in the foreign beef market and the particular markets to concentrate on.2.0 MAIN FINDINGS2.1 MacroenvironmentTo make an effective analysis and recommendation, we must first look at the surrounding business environment and the key influences on the British beef industry.2.1.1 Environment AnalysisThere are many different frameworks that can be used to help classify the surrounding business environment. PEST/STEP, Finlay's DEEPLIST, Brooks & Weatherston's LE PEST C (Brennan, Baines & Garneau 2003, p.68-9) and Johnson & Scholes's PESTEL (2002, p. 102) just to name a few.PEST/STEP was dismissed in this analysis because it is too broad in scope, while DEEPLIST is too narrow and exhaustive.In this evaluation, we found it fitting to classify the British beef industry using Johnson & Scholes's...

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