Final project

A business development proposal to set up an African restaurant (Africana) in Kuala Lumpur, Malaysia

Contents

List of figures        5

1.0        INTRODUCTION        7

1.1        Industry and/or company background        7

1.1.1 Industry background        7

➢        External Analysis: PEST        8

1.1.2 Business background        9

➢        Internal Analysis: Strength and Weaknesses        9

1.2        Business opportunity/concept        11

1.3         Purpose and rationale        11

1.4        Terms of reference        11

➢        Research Questions        11

➢        Research Objectives        12

➢        Research Framework        12

1.6 Dissertation framework        12

1.5        Chapter conclusion        13

2.0 Business Review        15

2.1 Market (environment) feasibility:        15

2.1.1 Restaurant industry analysis in Malaysia        15

2.2 Marketing feasibility        16

2.2.1 The STP in the industry        16

2.3 Operations feasibility        18

2.3.1 Service scape        19

2.3.1.1 Location        19

2.3.1.2 Designed Environment        19

2.3.1.3 Service Delivery System        19

2.3.2 Website.        19

2.3.4 Staff uniform        20

2.3.5 Service Experience        20

2.4 Competition feasibility        21

2.4.1 Competitive environment analysis        21

Five Forces model        21

3.0        Research Design        27

3.1 Research Method        27

3.1.1        Deductive research approach:        27

3.1.2        Inductive research approach:        27

3.1.3        Consideration on choice of deductive research approach:        28

3.1.4 Basic vs Applied research        28

Definition of Basic Research        28

Definition of Applied Research        28

3.1.5 Quantitative vs Qualitative research        29

Qualitative research method:        29

Quantitative research method:        30

Consideration on choice of quantitative research method        30

3.2 Collection Methods        30

3.2.1 Data collection        30

3.2.2 Primary data collection        31

3.2.3 Secondary data collection        31

3.2.4 Process and Data collection        31

3.2.4.1 Personal        31

3.2.4.2 Telephone        31

3.2.4.3 Mail        32

3.3 Ethical Issues        32

3.3.1        Voluntary participation:        32

3.3.2        Confidentiality of information:        32

3.3.3        Integrity against biasness:        33

3.3.4        Avoidance of plagiarism:        33

3.3.5        Minimizing risks:        33

3.3.6        Objectivity:        33

3.4        Conclusion        33

4.0 DATA ANALYSIS        35

4.1 Case Findings Analysis        35

4.1.1 Market feasibility        35

Macro environment        35

COMPETITORS        36

4.1.2 Marketing feasibility        36

4.1.2.1 Segmentation        36

4.1.2.2 Targeting        37

4.1.2.3 Positioning        37

4.1.3 Operations feasibility        38

4.1.3.1 Staff structure        38

4.1.3.2 Operating Criteria        39

4.1.3.3 Technology        39

4.1.3 Competition feasibility        39

4.1.3.1 Industry Size, Growth rate and sales projections        39

4.1.3.2 Competition Analysis        40

4.1.3.2 Naira and Kobo Business differentiation        40

4.2.1 Business Model        41

4.2.1 Business Model Canvas        41

4.2.1.1        Business Model Elements        42

5.0 CONCLUSION AND RECOMMENDATION        46

5.1.1 Mission        46

5.1.2 Vision        46

5.2 Objectives        46

5.3 Marketing Plan        47

5.3.1 Segmentation, Targeting and Positioning        47

5.3.2 Marketing Mix (4Ps)        48

5.3.3 Strategic Growth (Ansoff Matrix)        52

5.3.3.1 Our restaurant Ansoff Matrix        53

5.4 Organisational/Operational Plan        54

5.4.1 Organisational Structure        54

5.4.2 Human Capital Plan        55

6.4.2 Human Capital Plan        55

5.4.3 Business Process/Value Chain        56

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