Peng follows a simple phenomenon in which there is the ordering of the food which moves to the counter and then the food is delivered from the counter to the consumers. However the management intends to move from the traditional processes.
SWOT analyses the internal environment of the business. It discusses the strengths, weaknesses, opportunities, and threats of the business. The main objective of SWOT analysis is to establish a structure that creates an assessment of the environment of the business and also helps in the development of a strategic direction for the business (Peterdy, 2022).
Figure 1: Illustration of SWOT analysis (Peterdy, 2022)
The strength analysis of Peng's fast food analysis s is stated below
Strengths
The strengths of the company lie in the well-established channel of distribution in the UK that gives accessibility to larger and a strong client base. There is a strong presence of the brand in the market which is sustained for more than ten years. There is the offering of several ordering options from physical ordering to digital. The business has maintained a strong presence in the market as digital ordering platforms are available through third-party platforms.
Weaknesses
In the modern time when there is increasing competition in the market, Peng restaurant faces immense challenges from competitors who are not only good in quality but also providing quality services in delivering the food at the desired time. In this position, Peng is facing financial troubles in opening more units of the business. Moreover, the restaurant also faces troubles in hiring more staff which will eventually affect the performance of the restaurant as the reduced staff will not let the orders be delivered on time (Shashati, 2022).
It seems that the management of the restaurant is also not performing at full capacity as the lower affordability of the staff might be overburdening the existing staff with increased responsibilities. There are turbulences in the delivery services of the food which also question the quality of service of the restaurant.
Opportunities
Modern time is the greatest time for the digital transformation of the business. The database of the client can effectively be used for the application of several strategies that will help in forming a strong customer base. These customers can be offered some deals or benefits at a reduced cost as the brand can reduce its price to give tough competition to the competitors. Fast foods are very common and desirable among teenagers and kids so there can be deals or goods along with the food that can amuse the kids so they tend to repeat the visits. Moreover, Pend can also allow a few discounts at big festivals to gain the attention of the consumers.
There can be a transition in the functioning by making three departments. The first one will be dealing with orders; the second department will be considering the taking of delivery and the third one will be dealing with all the cash or cheque transactions and other administrative jobs. In this way, it is believed that the functioning of the business will be smooth and there will be a minimum level of loopholes in the business.
Threats
The threats of the company include the competitors that are invading the market through digital platforms. Since the company performs the process through manual procedures therefore the costs of the company get greater than the revenue growth of the business. in the manual processes, stock management can also lead to the wastage of the stock if there is no appropriate stock management in the company.
Current BPMN diagram showing the deviation from traditional business process (Haitham, 2021)
Peng seems to be highly engaged in the traditional pattern of working but the business intends to transform its processes to digitalization. However, the digitalization process must not affect the quality of services and quality food (Haitham, 2021). Moreover, the business should also take into count the strategies being adopted by the competitors of the business to make be proactive in dealing with the competition.
