Management swot

ISM UNIVERSITY OF MANAGEMENT AND ECONIMICS

BUSINESS MANAGEMENT AND ANALYTICS BACHELOR STUDIES

III year students

Vytautas Vasiliauskas

Arnoldas Kybartas

2014 05 31

“MOBILE RESTAURANT”

BUSINESS PLAN

Supervisor

Lecturer Thomas Frank

VILNIUS, 2014

Table of Contents

EXECUTIVE SUMMARY        4

Idea        4

Our strategy        4

Our product and future growth        4

ORGANIZATIONAL STRUCTURE        5

Legal structure        5

Ownership Structure        5

Organization Chart        5

MARKETING PLAN        7

Marketing objectives        7

Marketing strategies        7

Target market        7

Positioning statement        8

Marketing mix        8

Brand name        8

Product/Service        8

Pricing        8

Distribution channels        9

Marketing communications        9

Marketing research        10

Marketing budget        10

OPERATIONS PLAN        11

Physical location        11

Day to day activities        11

Management Activities        11

Sales activities        12

People        12

Leadership        12

Employees        12

External Service providers        13

Training programs        13

Facilities        13

Mobile restaurant        13

Equipment        14

Quality Control Systems        14

Major Suppliers of key resources        14

Management Control        15

FINANCIAL PLAN        16

Summary        16

Sales revenue forecast        16

Sources of revenue        16

Potential customers estimation        18

First year revenue        19

Second year revenue        20

Third year revenue        21

Income statement        22

Cash flow schedule        23

Explanation of the Cash Flow Schedule        24

Cash inflow        24

Cash outflows        24

Balance sheet        25

Start up cash requirements        26

Costs        26

Fixed costs        26

Variable costs        27

Financing strategy        28

1st option        28

2nd option        28

GROWTH STRATEGY        29

EXECUTIVE SUMMARY

Idea

Our business plan idea is to create a chain of mobile restaurants. This is a simplified version of a standard restaurant that most of the people go to eat for breakfast, lunch, and dinner. The whole concept is very similar to the kebab kiosks that there are plenty in Lithuania, but there are few major differences that our idea stands out. The first difference is mobility. There are plenty of various food kiosks but neither of them can move, even though they are on wheels. The second difference is the food itself, to our knowledge there aren’t any food kiosks where you can actually buy a regular lunch instead of fast food.

Our strategy

We are planning to be very flexible and adjust to customer needs, and to fulfil working time we are planning to cater whole day meals, for example in the morning our menus would consist of fresh simple cup of coffee, tea or juice and some buns for those people who are in a hurry. In the mornings our main selling spots could be where plenty of people are waiting for public transportation, or at the universities campuses. For the lunch our main goal would be to cater as much people as possible, that’s why we would choose business center areas and universities, that don’t have, or have very small canteens for example ISM. For the evening we could choose places, where people would like to gather, parks and other cozy places.

Our product and future growth

As mentioned above we would be very flexible and would have a competitive advantage against our rivals, that we would serve fresh and good quality food. The client could choose main meal, adding to the meal, side dishes, soups, deserts and various snacks and drinks. Taking about the development of mobile restaurant idea we could see an opportunity to grow not only in our capital, but also to expand to cities such as Kaunas and Klaipeda, where gathers a lot of students and are lot of business centers. After a year our optimistic plans are to expand to other two Baltic capital cities Riga and Tallinn. Looking in the long time period we are not tending to limit ourselves only by a mobile restaurant, after years of being attractive to our customers we are willing to bring a group of our brand lovers who would create a demand for our restaurants chain and we will be forced to create not only mobile restaurant, but also a normal healthy restaurant chain.

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