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1、-*Contents1.0 introduction .12.0 Main body .12.1 PEST analysis .12.2 SWTO analysis .22.3 Effective SWOT analysis for senior managers .42.4 Organisational culture .52.5 Work hard culture .62.6 Alternative organizational culture and the impact .72.7 relationship between organisational culture and beha
2、viour .83.0 conclusion .94.0 Reference .101.0 introduction PEST analysis of overall environmental factors combined with each other as well as with external opportunities and threats can be summarized in a SWOT analysis. PEST and SWOT can be used as a basis for analysis of enterprise and the environm
3、ent.The purpose of this report is to use these two tools to analyse the Alphabet Games, and to explain the organizational culture of the Alphabet Games. While analysing the relationship between organizational culture and behavior, and on the management of the company made a number of recommendations
4、.2.0 Main body 2.1 PEST analysisPolitical Factors：Political supervision of enterprise, consumer, and other business-related activities have a very significant impact. For Alphabet Games company,the Scotland has a stable policy.it is important for its development. For example, the European Games Deve
5、loper Federation (EGDF) has become increasingly concerned at the precarious position of many small development companies. So they will formulate some policies to help small businesses expand and develop. Also they will send money directly to the account of outstanding game company account.The implem
6、entation of these policies will bring more opportunities for the company, conducive to the development of the company.Economical Factors：Economic stability is the important factor for the development of the enterprise, he not only affects the external development of the enterprise, also affect the I
7、nterior. In this case, because of the impact of inflation, the costs associated with development and marketing the have seen a significant rise.In 1980,the Japanese company Namco produced Pacman for %50000.The first game development undertaken by Alphabet Games in 2001 cost $200000 and earned a retu
8、rn of slightly over %3 million.The global economy is still in the depression stage. It is a challenge to small company to investment. In economic, there exists both two, opportunities and challenges for the game company.Social and cultural Factors: For a business, socio-cultural effects relative to
9、both appeal to small, but cannot be ignored. Different regional culture will have different requirements on the product, in order to adapt to different markets and cultures, sometimes requires an enterprise to make the appropriate changes to meet the needs of local consumers. Scotland belongs to the
10、 economically developed regions in the EU, there is often a high level of education, correspond to physical labour cost is relatively high. Therefore, changes in consumer demand relatively quickly. Due to changes in consumer demands, alphabet games, ongoing research and innovation. Consumer demand i
11、s the driving force for Alphabet Games development.Technological Factors:For an enterprise, technology is the core of competitiveness. Technological progress can create competitive advantage can significantly shorten the product life cycle.The booming market for pirated copies and imitations of game
12、 is a technology factors, because this way has arisen due to the low cost so that this has led to loss of sales and profit to company copied by other company. This way will cause the vicious competition in the market and reduce the profits of Alphabet Games if their games copied by others. 1 2.2 SWT
13、O analysisSWOT analysis method is an analysis according to their own established internal conditions, identify the companys strengths, weaknesses and strategic analysis of core competitiveness of enterprises. SWOT analysis is a more objective and accurate analysis and research, a unit of reality.The
14、re is a SWOT analysis matrix of Alphabet Games as follow: Internal Strengths Product innovation Extensive experience Weakness Lack of funds High cost External Opportunities Internet viral marketing Expend to new markets New technologyThreats Pirated copies and imitations of game SWOT analysis method
15、 is an analysis according to their own established internal criteria to identify strengths, weaknesses and the core competitiveness of the enterprise business strategy analysis. SWOT analysis is a more objective and accurate analysis and research, a unit of reality. There is a SWOT analysis matrix o
16、f Alphabet Games as follow: we can clearly see from this table SWTO composition. Strengt and Weakness are internal factors. For the company, an internal advantage of product innovation is the alphabet game. The alphabet Games company grown into a multi-million pound business at the cutting edge of t
17、he games development market,it also has a wide range of corporate and individual customers and develops Software packages and games on both an independent and outsourcing basis. the alphabet game also has extensive experience in software development, from 2001 to the present, they have developed a n
18、umber of new products.Disadvantage is that alphabet companies do not have strong financial and high manufacturing costs. For funds, already mentioned in preceding PEST analysis, said the Governments policy to give help. Higher costs for the companys weaknesses. As game development becomes more of a
19、film production, related costs has risen dramatically. Cost to promote the game as high as 50%. So its burden on the company. This will require technology innovation.Corresponding to, opportunities and threats are external factors. Internet viral marketing is a opportunity for company. The rise of i
20、nternet viral marketing has provided substantial opportunities and Alphabet Games has striven to be at the forefront of that development within the UK. Develop new markets would also be a good opportunity for development. The development of new technologies is the companys top priority. Only technol
21、ogical progress can lead to development.Pirated copies and imitations of game by other company will cause the decline in profits and sales and vicious competition, and it is a threat to the Alphabet Games.2 2.3 Effective SWOT analysis for senior managersWith the rapid industrial and economic develop
22、ment, changing consumer demand and the external environment is also changing. SWOT analysis is dynamic. Therefore, senior management should examine their SWOT analysis, to adapt to changes in the external environment on a regular basis. They need a SWOT analysis of the objective.A firm gains a compe
23、titive advantage by performing these activities better or at lower cost than competitors. Managers need to think about the role of such activities. The organisation is split into primary activities and support activities. Primary activities comprise inbound logistics, operations, outbound logistics,
24、 marketing and sales, and service. Support activities comprise procurement, technology development, human resource management and infrastructure.3A SWOT analysis is subjectives and it cant be the only tools to evaluate the environment. Managers often analysis SWOT straightly without using other tool
25、s. So senior managers should be combined with other tools to evaluate together, such as PESTEL and value chain analysis to structure their thinking. Senior management can better understand them along the value chain. Opportunities and threats are external factors. With SWOT analysis and pest analysi
26、s can be used to gain insight into working in the letters in the Organizations external environment factors of the game. There is many to infer relationships between different forces, such as the development of new technologies can lead to economic performance, which in turn could change the attitud
27、e of society conversion. Managers can use the information from the analysis of how it plans to improve the competitive position of the orgnisation.2.4 Organisational cultureOrganizational Culture, is an organization by its values, beliefs, rituals, symbols, way of doing things and other components o
28、f its cultural image.There are both broad and narrow understanding of corporate culture. Broadly speaking, corporate culture is culture-a subsystem of society, is a kind of subculture. Refers to enterprises in the start-up and development of corporate culture in the process of formation of common va
29、lues, business goals, code of conduct, management system, the sum of the external form. From the narrow sense, corporate culture reflecting the highest level of people-oriented management theory. Especially in long-term business activity in the formation of enterprise organization and voluntary comp
30、liance for all members and carries out business purposes, the sum of values and ethicsOrganizational culture play a great important role in an company. Sense of organizational culture that motivates employees. No matter what your business has its responsibilities and mission, enterprise mission is a
31、ll employees working objectives and direction, is the source of enterprise development or motivation.Organizational culture can condensed staffs sense of belonging. The role of enterprise culture is through refining and disseminating corporate values, was pursued by a group of people from different
32、places with a dream. Organizational culture can enhance staff accountability. Businesses to pass on information and documentation about the importance of employee responsibility, managers need to instil a sense of responsibility to all employees, a sense of crisis and sense of team, so that members
33、can have a clear understanding of enterprise is a common enterprise staff. Organizational culture will empower employees to live up. Everyone in their own workplace, area of work, make more contributions, achievements, pursuit of honor. Organizational culture to achieve employee satisfaction. An ent
34、erprise prosperity concerns the survival of each company employee, business prospered, employees can take pride, more vigorous efforts and enterprising, glory, the higher, the greater the sense of accomplishment, the more obvious.4In this case, the letters share value of the game is excellence, qual
35、ity and innovation. This means their pursuit of excellence, quality and innovation in the concept of its development process. Share values have improved staff motivation, innovative capacity and product quality are important to the company. Word games are also known for their development of excellen
36、ce, quality and innovation of the world famous. Letters game pursuit of software as a cultural passion. It enables employees to maintain a high level of motivation, development software, so this enables rapid development of word games and a larger market share.2.5 Work hard cultureDeal and Kennedys
37、model of culture is based on characterizing different four types of organization, based on how quickly they receive feedback and reward after they have done something and the level of risks that they take.The Alphabet Games company belongs to the work hard culture. This culture is the world of sales
38、 (among others). Employees themselves take few risks; however, the feedback on how well they are performing is almost immediate. Employees in this culture have to maintain high levels of energy and stay upbeat. Heroes in such cultures are high volume salespeople.5As video games become more like life
39、, company game world concept might also respond realistically. Work hard play hard culture to play word games of administrative measures had a positive impact. Need coordinated case studies display text games are the main issues of major concern and culture, when you return, but requires passion and
40、 minimum requirements for quality are the main people-oriented staff.The organizational culture of Alphabet Game based on their quality and excellence, quality and innovation, as the job requirements. So the company is very concerned about the quality of consumer services. Required for this type of
41、cultural management, delegating powers to the lower levels and, therefore, overall target will be broken down into individual goals. Therefore, the target implementation is relatively easy to implement. In the culture of hard work, because the workload of the staff for their hard work culture is gre
42、at, senior managers can assess employees, encouraging them to performance. They can also improve the quality of service to improve customer satisfaction.2.6 Alternative organizational culture and the impactAlphabet Game companys external environment is changing, therefore, if enterprises want better
43、 development, need to change their culture to adapt to this change. Tough guy culture is certainly a good choice.Tough guy culture is a high risk environment, fast feedback, have a strong sense of optimism and a strong enterprise culture model.Tough guy culture is characterized by high risk, faster
44、feedback. This culture may make organizations grow super high speed high pressure, may also prevent rapid decay, even premature death.Alphabet Game company is going through a period of rapid development, which need to adapt corporate culture, rather than hard work culture. Enterprises with such cult
45、ures are often at greater risk, but lucrative . For example, the Alphabet Game companies has invested large amounts of money for the development of new software. This is a very high risk, correspond, if successful, would have a very substantial return.Most of the people who live in this culture the
46、persistence request feedback quickly. In such cultures,Alphabet Games management must must address employee feedback information in a timely manner. Tough guy culture of people who forward strengthened belief in success at adventure. Need rapid feedback is a weakness of this culture, she may lead people to overlook the long-term sustained effort. In such cultures, peoples lack of team spirit. That success may be premature, or even to sustain a strong culture of damaging.62.7 relationship between organisational cultu