ESSAYS

Essay - Business Report for an Indian Chain of Restaurants

ONLINE EXAMPLE OF ONE OF OUR CUSTOM ESSAYS

Background

It has often been reported on the television and in the national press, that the UK's fastest growing and most popular food is 'an Indian'. With an ever growing multi-cultural society being integrated into the UK and a general interest in eastern cultures, I have decided to set up and run a business venture which will concentrate on the quality/ top end of the Indian restaurants market. The venture will be sited in the wealthy west London area. Whilst there are over 100 Indian restaurants in the area (www.ask.co.uk) which all claim to offer quality food and service, I want my restaurant to be a true Indian Experience, not the place to go after a night at the pub. .

From lunchtime, until 10pm it will be an exclusive eating experience, following which the nightly entertainment will start with traditional Indian dancers performing artistic pieces until midnight. 12 midnight onwards it will become a night club with an array of tantalising belly dancers.

Company vision

The vision is to make the Indian Experience unique, to ensure that the brand values mean exclusivity, quality, service and eastern experience.

Objectives o
By 2010 there will be an Indian Experience in Belfast, Cardiff, Edinburgh as well as London o
By 2020 there will be an Indian Experience in each of the major cities in the UK.

Competitor analysis

On the restaurant side there are a number of high quality Indian restaurants, charging mid to high range prices (www.ask.co.uk , www.lastminute.com/entertainment , www.e-bay.com/indian restaurants) . Many of these have a 'tie in' with a local hotel, or hotels to offer tourists a complete package. The Indian Experience will only tie in with hotels such as The Savoy or Claridges.

The eastern dance club side is I believe a unique differentiator. The main competitor would be Stringfellows www.stringfellows.com .

SWOT

Detailed below, the perceived current key strengths, weaknesses, opportunities and threats

Strengths o
Indian food is the UK's favourite food. o
Organic and fresh food only will be used to ensure that the qualities of the meals are as high as possible and that the menu can change weekly and in line with seasonal requirements. Organic and fresh foods are currently in favour, especially given the Sudan 1 problems of late o
Entrepreneurial vision and bags of energy.
Weaknesses o
Newcomers to the market, so lack of experience, o
Unable to pay the best salaries to staff at the start. o
I am an inexperienced manager.

Opportunities o
Corporate and business lunches, both in house and to be delivered to clients site if requested. o
Exploitation of the current thurst within the TV viewing public of Fly on the wall documentaries. o
Development of eastern dance evening and belly dancing programme.

Threats o
The recent Sudan 1 food crisis is likely to affect the British people's confidence in the Indian restaurant business, although at this time there are no figures to suggest any trends, it being such a recent event. o
More established Indian restaurants, in the same area, may use a counter attack strategy i.e. raise advertising, and lower prices and so on and copycat tactics. o
In addition to the set up costs, the ongoing costs of staff and food are going to be high.

Marketing/ time scales/ costs

As an entrepreneur, financing the venture is going to prove difficult, with a high bank loan to cover the cost of purchasing/ leasing the venue, payment of staff and the food/ adds on costs. A degree of high cost advertising must take place, in order that we gain first mover advantage in this area, before more established restaurants add the addition features, such as eastern dance and belly dancing, which are our differentiators. It will be the evening services that create the most profit, whilst the daytime lunches will help during any slack periods in the weekday evenings. A budget of £350k has been set aside for these activities.

The development of the site will take up to 13 weeks, 15 will be allowed for contingencies. The venue will have a magical/ mystical feel such as one gets when they are entering the Palace of an Indian Maharaja. Internal fittings/ dressings/ drapes etc will be of a sumptuous nature. The look and feel will be replicated across the chain as it grows. This will incur a high initial cost, but is an essential expense.

A burst strategy, using the AIDA (Attention, Interest Desire Action) approach, will be employed which will consist of many PR angles such as o

Reciprocal marketing/ alliance companies. Set up an alliance with quality hotels and eastern dance organisation such as www.bollywooddreamsdance.com that provides event performance services covering all areas of Indian dance. Free or relatively free. o

Press release to all London newspapers and lifestyle magazines, emphasising fresh and organic food and unique club experience. Low cost. o

Commissioned articles to be written and placed in GQ magazine and Men only. Journalists' commission. o

Invite quality press and food guide journalists to partake of the Indian Experience, and give them our undivided attention. Give each a goody bag. Good articles are worth their weight in gold. o

Hire an agent to invite celebrities to the opening night to give credibility - paid for on this occasion by the Indian experience. Give all attendees a goody bag. High cost. o

Invite high calibre business men and traders to the opening night and offer a free bottle of champagne to each for coming and a goody bag to take home. High cost.

Read other essays

All of our sample essays were written by students and then submitted to us to display and help others. Thanks to all the students who have submitted their work to us.