Managing Market - Essay Example It has also become increasingly important that companies evaluate their management structure and culture to ensure that they don't hinder a company's objectives and goals. Studies show that organization performance is highly affected by its management. Philip (1988) stresses this point when he points out that an organization management and marketing strategies defines the overall success of a company in a competitive market.( Philip, 1988) This paper will examine the general overview of the fuller's company, take a critical look on projection of company and also include a market analysing using various tools market research such as SWOT, PESTEL, 5 Forces, and Consumer Behaviour. The paper will then make a recommendation on areas for improvement and make a conclusion based on the findings. Fuller Smith & Turner PLC is a company engaged in brewing and retailing. The company business activities include fuller's Inns which consists company managed pubs, leased and tenanted pubs, and company's managed hotels. Other business consists of fuller's Beer Company that consists brewing and also distribution of spirits, wine and beer. Fuller has been brewing beer wine and spirits for more than 350 years, over the past the company has grown to become much strong in terms of market and production. The company has a high reputation currently in managing good pubs and brewing excellent beers like , London pride and Chiswick bitter have remained outstanding over the years claming many awards. In 2005 fuller company acquired Gales company, which was the biggest achievement of the company. The acquisition meant that the company had a total of 362 pubs under its control and another great beer brand in the name of HSB. The company has continued to invest and develop to ensure its market position in the industry. The company posted a pre-tax profit of 137.6 million sterling pounds in the first quarter of the 2007 quarter. The success of the company according to Michael Turner the Chief Executive of the company is based in investing in quality. The company is becoming an impressive operation, which incorporates managed and tenanted hotels, pubs and brewery at in London. The share capital stands at 68.1 million sterling pounds. (Fuller's, 2007) The company logo source; www.fullers.co.uk/ir/home SWOT Analysis Most companies, organizations and institutions today are using SWOT analysis as a strategic method/tool for evaluating their strengths, Weaknesses, Opportunities and Threats with reference to strategic planning. SWOT analysis identifies the internal and external factors that determine the achievements a company has specified in its goals and objectives. First, it specifies the internal factors i.e. strengths and weaknesses of Fuller's company. Secondly, it categorizes the external factors that have been identified to boost or hinder the achievements of the company especially in terms of growth and expansion. These external factors are the opportunities and threats. (Lee and Carter, 2005) Strengths Strength of Fuller's is the image it has, market leadership, financial resources good customer care. Fuller's is among the biggest company in brewing and retailing business having subsidiaries in other foreign countries. It has more than 360 branches located in different countries around the world. They driving
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