Page 4Description of Organisation
Page 5History Timeline
Page 7Organisation Structure
Page 8Organisation Chart
Page 9SWOT Analysis
Page 14PEST Analysis
Page 15Political Factors
Page 16Economic Factors
Page 17Social Factors
Page 18Technological Factors
For my assignment I am required to investigate and evaluate the internal and external environment of an organisation. For my assignment I have chosen Guinness, Guinness is now part of a larger company called Diageo so it was interesting researching how this has changed and affected Guinness as an organisation.
Description of Organisation
Guinness was first started as far back as the 1770’s by a man called Arthur Guinness on the 15th of April 2004 Diageo took over Guinness. They announced that it was transferring the UK market to the company’s historic St. James Gate brewery in Dublin. This indicated that, with some investment and process improvement St James’s Gate would be able to meet the needs of the UK market, in addition to the Irish and international markets it already supplies. As a result of this it resulted in the closure of the Park Royal Brewery in west London. The transfer of production to Ireland represents a significant boost for the St Jame’s Gate site where Arthur Guinness started brewing his famous stout in 1759 and has resulted in a 50% increase in output from the brewery from the summer of 2005- www.DiageoIreland.com Diageo employs approximately 1700 people in the republic of Ireland and 500 in the north of Ireland. Its operations in the Republic include:
•Breweries in Dublin, Dundalk and Kilkenny.
•State of the art special ingredient production unit in Waterford. •Baileys plants in Belfast.
•Packaging plant in Belfast.
•Administration HQ’s in St Jame’s Gate Dublin and Belfast. •Countrywide sales offices and distribution depots.
Guinness History Timeline
1769The first export shipment of six and a half barrels of Guinness stout left Dublin on a sailing vessel bound for England. 1775Dublin Corporation sheriff sent to cut off and fill in the water course from which the Brewery drew its free water supplies. Arthur defended his water by threatening the party with a pickaxe. 1801First record of brewing of Guinness variant West India Porter, made with higher hop rate to withstand long sea journeys (hops are natural preservative). Precursor of modern day Guinness Foreign Extra Stout. 1803Arthur Guinness died aged 78 and his son, Arthur Guinness II, took over the Brewery. 1815Guinness was by now well known on the Continent. Legend states that Guinness aided the recovery of a cavalry officer wounded at Battle of Waterloo. 1821Arthur Guinness II set down precise instructions for brewing a beer known as Guinness Extra Superior Porter, the precursor of today's Guinness Original (known as Guinness Original in UK only, otherwise Guinness Extra Stout in Ireland and US). 1824Guinness was by now well known worldwide. First known advertisement printed in a Dublin newspaper for "Guinness's East & West India Porter". 1833Brewery became the largest brewery in Ireland.
1850sSir Benjamin Lee Guinness, son of Arthur Guinness II, took over the Brewery on the death of his father. Sir Benjamin Lee became a Member of Parliament for Dublin City and also served as Lord Mayor of Dublin. Among his charitable deeds, he contributed £150,000 towards the restoration of St. Patrick's Cathedral, Dublin. 1862Guinness introduced their trademark label, a buff oval label with the harp and Arthur Guinness signature. The Harp was registered as a trademark in 1876. 1868Benjamin Lee Guinness died and his son Edward Cecil took over the Brewery. 1869Under Edward Cecil, the size of the Brewery doubled to over 50 acres and spread north to bound the river Liffey to accommodate new...