Situational assessment / environmental scan Fork and Dagger pub specializes in food and hospitality services. The pub operates in a very competitive industry. The firm’s primary competitors are hotels and bars around Struan. Its competitors offer foods, drinks, and hospitality services (MacKenzie, 2004). In Struan, three levels of government exist. They are the federal, the provincial, and the municipal. The governments can enact laws and frameworks that can force the business to adjust how it operates. The laws can be in the form of economic policies or legal changes. Based on the facts presented in the case study, it is apparent that the present state of Struan’s economy is far from fully recovering. The incomplete recovery experienced in the past few years has been uneven. In the case study, a number of social changes in Struan are illustrated. For instance, society has become accommodating to the lesbian, gay, bisexual, and transgendered community. As such, their presence in public joints such as pubs has increased. With respect to technological factors, it should be noted that the population in Struan has begun to adopt the use of technology in their daily activities. With the increased usage of technology, Fork and Dagger should embrace the changes because it will affect its business. It should offer its clients online booking services, Wi-Fi, and social media interaction platforms. Natural factors can also affect the business operation of the business. During winter, the business may record a drop in sales as more people opt to stay indoors. SWOT analysis The strengths exhibited by the business are brand reputation and experienced expertise. Unlike its competitors, the pub’s brand in Struan is enhanced. As such, business services meet customers’ expectations. Similarly, the two brothers have vast knowledge in business that can help the pub to increase its sales in the future. As compared to competitors’ facilities, Fork and Dagger’s facilities are older. Considered that there is huge competition in the hospitality industry, the pub’s older facilities can be a weakness. Therefore, the consumers can opt for the competitors’ products as alternatives. In the future, the increasing demand for purely lesbian, gay, bisexual, and the transgendered, LGBT, community’s pubs will enhance the company’s market share. The market segment presents an opportunity for the business. If the pub focuses on satisfying the LGBT’s needs it will gain a competitive advantage over its rivals. A major threat faced by the company is speedy technological transformations in the entertainment industry. The threat puts pressure on the company’s future success. Every year, the company must adopt new entertainment technologies to be ahead of its rivals. If they fail to do so, its rivals will fill the gap and gain an advantage over the company. Problem statement In the case study, the primary problem is related to Bradley and Jason’s views with respect to the future of Fork and Dagger (MacKenzie, 2004). As such, the two brothers have different proposals on how the business should be transformed. Bradley believes that the pub should be turned into an LGBT pub. On the other hand, Jason believes that the pub should only be renovated. The father is having a hard time because he has