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Environmental Scan for Smashburger, Research Paper Example

Pages: 2

Words: 586

Research Paper

The most important external environmental factors in Smashburger involve political, social, technological, economic as well as legal factors that affect the business. Political factors involve the intervention of the government with particular interest to issues of taxes, labor laws, tariffs, trade restrictions and political stability.

Economic factors involve the interest rates, the rates of inflation as well as exchange rates which will dictate how Smashburger will effectively conduct its business to gain a market share in the industry. Social factors will include the cultural factors that have significant influence on changes in the market including growth rate together with market demographic factors. Smashburger is also confronted by technological and environmental factors that will potentially influence decisions making process in the business (Armstrong. 2006).

The significant challenges that Smashburger faces involve guarantee a consistent and enjoyable experience for the customers in all locations, cleanliness of the store and unified services to the customers. Smashburger is also concerned about increasing the level of customer satisfaction that is an important precursor in maximizing success in their marketing.

Smashburger has been using survey feedback from the customers in the determination of their unique differentiation and the most important factors that affect their customers. This is followed by creation of scorecards that are used by the store managers for tracking the progress of improvement and performance in the stores. Smashburger has been able to produce the best practices that ensure that the local operators are able to attend comprehensively to the needs and wants of the entire customer population (Armstrong. 2006).

The competitive position at Smashburger is based on their guest experience which has been a significant differentiator in brands in perspective of the restaurant industry. Much of the emphasis of Smashburger is placed on the “Customer Experience Management”, CEM, due to its significant contribution as a vital differentiator. CEM program is an important executive commitment for engaging the guests at Smashburger. The business invites guest to participate in surveys concerning their food quality, the effcectiveness of the service staff and the entire dining experience.

Engagement of employees is another important tool applicable for improving the competitive position and possibilities at Smashburger. Smashburger has been committed to hiring the most appropriate employees and this has facilitated in enhancing their engagement, proper representation of their brand and commitment to offering excellent experience to their guests. The business appreciates the employees as the face of their brand since they usually interact with the customers on daily routine (Armstrong. 2006).

Smashburger has also implemented a policy of responding to the emails from their clients on 48 hour basis and the use of the web to give comments. The management at Smashburger appreciates the importance of addressing the positive and the negative feedbacks as well and reaching every individual customer at the right time.

Smashburger also make use of mobile strategies such as employee applications, online ordering and text message and e-mail communication with guests.

The se of social media has also enhanced service delivery to the customers due to its cost-effectiveness and impactifulness in reaching directly to the customers (Fahey & Narayman, 1986). Smashburger appreciates the need for consumer empowerment by offering viatl tools that facilitate in sharing of experiences with their family members, co-workers as well as friends. Smashburger has made use of social media as one of the most preferred channels in the creation and fostering a community feeling among the clients.

 

References

Armstrong. M. (2006). A handbook of Human Resource Management Practice, 10th Ed. London:          Kogan Page.

Fahey, M. & Narayman, K., (1986). Macroenvironmental Analysis for Strategic  Management&rdquo. West Publishing.

 

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