Analysis of the Strengths and Weaknesses of Nebura Restaurant - Case Study Example

Name xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Institution xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Instructor xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx Date Executive Summary With Increased globalization, the globe is becoming a bigger business environment especially in the field of tourism and hospitality. The announcement by the National Tourism Strategy 2020 that tourism growth will largely translate to increased economic growth provides a good framework to invest in the hospitality industry. To remain relevant in the field of hospitality, Nebura Restaurant focuses on using various promotional and advertising strategies. Enhanced promotion and advertising will attract customers’ attention and thus increased productivity. Nebura is committed into achieving its objectives and meet its mission and vision statement. This report focuses on analyzing the hospitality business environment so as to ensure that Nebura Restaurant becomes the market leader in the region. To have a clear understanding of the hospitality business environment, the report will provide an analysis the strength and weaknesses of Nebura Restaurant. The analysis is important due to the fact that it will enable the business to review its various strategies to ensure maximum customer satisfaction. In addition, since Nebura restaurant is new in this market, the report will be of help in obtaining funds from investors both locally and globally and from financial institution to ensure its future stability in this competitive field. Through this report, Nebura Restaurant will be in a position to obtain new ways that will enable them expand the business. Contents 1.0 Introduction 5 1.1 Business Description 5 1.1.1 History of the Restaurant 5 1.1.2 Structure of Nebura Restaurant 5 1.1.3 Location 5 1.2 Mission, Vision and Value Statements 5 1.3 Business goals and objectives 6 1.4 The reason of business that is profitable for near and long term 6 2.0 Marketing Plan 7 2.1 Marketing Objectives 7 2.2 SWOT analysis 7 2.2 Marketing segmentation 7 2.3 Marketing distribution 8 2.3.1 Internet 8 2.3.2 Personal selling 8 2.3.3 Public relation 8 2.3.4 Press release 8 2.3.5 Positioning 9 2.4 Action plan 9 2.5 Monitoring, Evaluation and control 11 3.0 Operations Plan 12 3.1 Job description 13 3.1.1 Owner/ general manager 13 3.1.2 Domestic manager 13 3.1.3 Business Manager 14 3.1.4 Head Chef 14 3.1.5 Sous chef 15 3.2 Staff roster: 15 3.3 Supplies 16 3.3.1 Products needed and their suppliers 16 3.3.2 List of Equipment, Quantity and Approximate Values 16 3.4 Occupational Health and safety 19 4.0 Financial plan 21 4.1 Start up cost 21 4.2 Sale forecast 22 4.4 Income Statement for Nebura Restaurant 23 5.0 ADDITIONAL QUESTIONS 24 5.1 Description of an Appropriate Leadership Style to Adopt 24 5.2 Methods of Monitoring the Business 24 5.3 Long – Term Goals of the Business 24 1.0 Introduction With increased outdoor activities such as schooling and working, many people are now eating outside their how due to the time and convenience factor. Due to this trend, more restaurants and food courts are being opened to serve this particular target audience. The hospitality industry is considered to be the fastest growing industry across the globe and therefore investing in this field requires establishing a unique competitive edge. Recently, more restaurants are opening up but close within two years due to competition from more renowned restaurants. It is for this reason that Nebura Restaurant need to engage in establishing strong marketing strategies so as to attract customer attraction. Nebura is committed to make a unique marketing strategy to ensure that all customer needs are met and to remain viable in this competitive industry. 1.1 Business Description 1.1.1 History of the Restaurant The restaurant’s name will be Nebura, which is a name standing for beauty and is normally used to describe the light of the skyscraper in down town, just as the stars in the sky at night. The business will be at Milsons Point, a position with a geographical advantage. It will be situated at a commercial location in the North shore and thus domestic residence and tourists will be the targets. It has a significant icon building resembling a Bridge as well as a gorgeous view spot with a relaxing atmosphere, which make it a big attraction to individuals. 1.1.2 Structure of Nebura Restaurant The business will be a sole proprietorship: one person will own it and control the management as well as come up with the needed capital to start the business. The sole proprietor will fully represent the organization legally. This kind of structure is important as it is easy to operate as decisions are made solely and thus increased profits. Sole proprietorship is advantageous due to lower start up costs, easiness in handling money and quick and ease tax preparation. 1.1.3 Location The business will be at Milsons Point, a position with a geographical advantage. Due to the good location of the restaurant, it will be in a position to attract many tourists as well as the residence thus yielding short-term profits. Additionally, due to the many similar businesses in the area, this will be advantageous for the business in the long-term. Having a strategy location will be a pro for Nebura. 1.2 Mission, Vision and Value Statements Nebura’s mission is to provide the best we can while ensuring customer satisfaction. Nebula has a vision of creating a safe, dining environment to satisfy and maintain its customers. The firm will deliver high quality modern Australian cuisine and excellent services including diverse types of foods. Nebura will make its hospitality brand the best they can through focusing on customers. 1.3 Business goals and objectives The key objective for establishing Nebura restaurant is to make tremendous profits. To enhance public attention towards the business, Nebura is committed to highly advertise and market itself to increase its popularity. To enhance public awareness, the company is planning to reduce its prices compared to its competitors to make its business known. The restaurant aims to create a rapport with their customers and thus increased profits. 1.4 The reason of business that is profitable for near and long term Nebura staffs are committed towards improving their services and improving food quality to ensure increased customer satisfaction. The owner of the business has ensured that food produce is of high quality to ensure that it is sustainable even in future. Health and quality food is important towards attracting customers into a restaurant. In addition, the company is located in an ample location thus giving it a geographic advantage. This geographic advantage creates niche opportunity which guarantees Nebura profitability in the near and long term. 2.0 Marketing Plan 2.1 Marketing Objectives The marketing objective of Nebula restaurant is to become one of the best restaurants in terms of offering the best services among all the restaurants established in the suburb thus realization of high profit. 2.2 SWOT analysis Strengths Good geographic location in that the business will be at Milsons Point committed and skilful staffs high quality is guarantee customer satisfaction low prices Weaknesses Lack of a strong public awareness Lack of well established and structured promotional structures Lack of diversification therefore if business fail it closes down since it has no branches Opportunities Increased demand due to individuals eating outside their homes Tourism is growing in an increased pace thus promoting the hospitality industry Threat Increased competition in the hospitality industry Increased cost of operation due to advanced technology 2.2 Marketing segmentation Nebura has established the target audience as those people working and schooling around it geographical location. Additionally, Nebura will be situated at a commercial location in the North shore and thus domestic residence and tourists will be the targets. The north shore area receives about 60,000 tourists per annum and therefore this will provide a huge market for the restaurant. The company plans to segments it market using its geographical area that is geographic segmentation as well as behavioural segmentation. Based on behavioural segmentation, Nebura will segment its market to cover individuals who like in dining in fast foods due to their proximity and convenience. The fact that the north shore is growing in a fast rate due to the numerous tourists visiting this place, the restaurant market will significantly extend. 2.3 Marketing distribution Marketing distribution plays an important role in attracting customers and therefore, Nebura is committed in ensuring that it enhances it marketing distribution. 2.3.1 Internet With increased technological advancement, Nebura is committed to designing a homepage. Today, homepage plays an important role and is an effective communication channel. A homepage increases public awareness not only locally but also globally. This channel is advantageous since immediate feedback is obtained and the company has direct communication with its clients. 2.3.2 Personal selling The company is committed to employing professional sale individuals who will create a rapport with potential customers. The sale people will provide potential customers with required information regarding the business and there will be responsible for promoting sales. It is quite evident professional salesmen are part of the company competitive edge. 2.3.3 Public relation The company focuses to establish a public relation department. The public relation team is responsible for managing effective communication between the larger public and the organization. Additionally, the public relation team will be responsible for strengthening the company brand image. 2.3.4 Press release Nebura is committed to attract as well as retain customers. Through various print media such as news paper, awareness will be increased reaching a bigger public. In the press realise, business activities in the Nebura will be described and the various foods to be offered will be displayed. The Menu is defined below; 2.3.5 Positioning The company is situated in a good geographical location so it has a bigger chance to attract more customers. Amid both direct and indirect competition, the geographical location for Nebura will contribute in the company profits. The company is committed to high quality so as to increase its reputation among its clients. The company has established a good pricing strategy that is important in attracting customer attention. The fact that customer will pay less for good quality of food guarantees their satisfaction and thus increased sales. 2.4 Action plan The action plan for this marketing plan is twelve months that is within 7th of January 2013 to 30th December 2013. The implementation will initialize by planning which it will later bring to a close with a comprehensive evaluation. The initial stage will commence with planning which will involve establishment of a website. This is important so as to publicize the product and establish a band. To ensure utmost success, all departments will work jointly to make sure that Nebura creates a brand image. The second phase will entail achievement whereby the product will be promoted through television, educational forums and magazines. The implementation schedule is summarized below; Action Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Who Develop of website 20th IT developer Preparation of brand-order required stationary 25th Marketing manager Link the website to other nestle products 20th IT developer Open the website to public 15th 15th It manager Place advert on magazine 13th Marketing manager Place advert on television 15th Marketing manager Introduce product to retailers 1st Sales manager Organize educational forums 3rd Human resource and marketing manager Grand opening 20th Managing director 2.5 Monitoring, Evaluation and control The most important purpose of the monitoring, evaluation and control part is to make sure the marketing plan moves in the way set for it. Nebura marketing manager compares the result of Nebura marketing plan with the objective it had been set for. Here, the manager will make use of on the positive moves and correct the negative ones. Nebura management will engage in evaluating various client profiles that are valuable to the company. Phone conversation, email survey and face to face meetings with various individuals will be used as method of evaluation and control. This is significant apart from evaluation and controlling, since it enhances relationship of the company and potential customers. In addition, this method will enable Nebura to understand customers’ needs and finally, ensure strong alignment between Nebura restaurant and clients preferences. Further, Nebura management will engage in reviewing the marketing plan monthly so as to assess both the development as well as making adjustment as the business progresses. After six months, the review will be conducted in two months only if the business process will be working effectively. 3.0 Operations Plan This operation plan defines how activities in Nebura will be carried out and by whom. This is important that it will ensure business operations run smoothly. 3.1 Job description 3.1.1 Owner/ general manager Hiring staff Managing financial aspect through preparing budget supervising all activities within the restaurant thus ensuring the company sustainability ensuring wellbeing of all employees to ensure goals are achieved 3.1.2 Domestic manager He/she will be responsible for ensuring the comfort in sanitary, cleanliness, and environment that is satisfying and orderly for the customers. He/she will maintain and implement procedures in cleanliness in the assigned facilities. 3.1.2.1 Duties and Responsibilities To operate various mechanized cleaning equipment Maintain facilities in a way that they will be in an infection free condition Washing, cleaning as well as replacing equipments and furniture too. Dispose trash, waste or any other material that is disposable Check all rooms that are vacant daily Plan work schedules for the major tasks 3.1. 2.2 Skills and Specifications Excellent skills in customer service Ability to maintain a good relationship among employees Be in a position to identify areas and trends that are frequently needed 3.1.2.3 Education and Qualification At least a degree in hotel management Have at least five years of experience in housekeeping 3.1.3 Business Manager The person will be responsible in managing all business operation within the restaurant. The person is responsible for finding new ways to make the restaurant more productive Effectively facilitating various business programs such as inventory and logistic to ensure smooth running of the organization. To ensure that business objectives and goals are met by ensuring smooth running of the organization. 3.1.3.1 Skills and knowledge required Ability to develop detailed lists of daily tasks and implement them Communication skills Organizational skills Presentation skills Ability to identify strengths and weakness of alternative solutions, conclusions or approaches Ability to foresee trends Good work ethics 3.1.4 Head Chef Determine the equipment and ingredients that are necessary to keep in the inventory Monitor kitchen staff Overseeing the operation of whole kitchen Design and change menu, garnish, size portion 3.1.4.1 Skills and knowledge required Organizational skills to manage kitchen team performance. Work well under pressure environment Excellent knowledge of different food preparation and passionate about food. Good communication skills required 3.1.5 Sous chef Sous chef will be involved in assisting the head chef especially in effective implementation of safety and sanitary standard in the restaurant. Supervise the food preparation and offers direction to the head chef in presentation of food. 3.1.5.1 Skills and knowledge required capacity to recognize the arising issues that may occurs in kitchen High level of personal hygiene Working under pressure 3.2 Staff roster: Mon. Tue. Wed. Thur. Fri. Sat. Sun. Simon chance General manager 10am- 10pm 10am- 3pm 10am- 3pm 10am- 10pm 10am- 10pm Day off Phil Weaver business manager 10am- 10pm 3pm- 10pm Day off 12pm- 3pm 10am-10pm 3pm- 8pm Linda wilkson Domestic manager 12am- 5pm Day off 3pm- 10pm 10am- 3pm 10am- 3pm 3pm- 8pm David hunter Chief accountant 5pm- 10pm 10am- 3pm 10am- 3pm 3pm- 10pm 3pm- 10pm Day off Graham Head chef Day off 10am- 5pm Day off 12pm- 6pm 12pm- 6pm 12pm 8pm Head of maintenance Day off 12pm- 8pm 3pm- 8pm 12pm- 10pm 6pm- 8pm 12pm- 8pm Fitness manager Day off Day off Day off Day off 8am- 8pm 8am- 8pm 8am-8pm 3.3 Supplies 3.3.1 Products needed and their suppliers Product Brand Supplier 1) Dish washer Hobart Channon 2) Salamander Cobra Channon 3) Burner & oven Cobra Channon 4) Deep-fried Anets Channon 5) Grill/ hot press Cobra Channon 6) Flat top work bench Flat Pack Flat Pack 7) Small freezer Hisense Harveyorman 8) Cool Room Bromic Channon 3.3.2 List of Equipment, Quantity and Approximate Values Kitchen specific cutlery, crockery and other service equipment Quantity Price Round wide rim plate classic white-250mm-24 per box 3 $352.80 Round wide rim plate classic white-300mm-12 per box 5 $510.00 Oval plate wide rim-250mm-classic white-20 per box 3 $234.00 Oval plate wide rim-300mm-classic white-24 per box 3 $352.80 Noodle bowl 140mm-12 per box 5 $174.00 Cappuccino cup 200ml-24 per box 3 $72.00 Creamer 100ml-6 per box 5 $57.00 Mini circle 75mm-12 per box 3 $43.20 Pizza/cake plate 290mm-6 per box 3 $108.00 Amalfi teaspoon-12 per box 25 $330.00 Steak knife riveted handle, pointed tip-12 per box 3 $43.20 10 triplicate docket order books and bonus free docket spike 4 $100.00 2(pair) oil and vinegar bottles and bonus free stainless steel rack 35 $175.00 Plastic beer jug-1140ml-12 per box multi buy 4 $283.20 Salt and pepper glass squire set 40 $96.00 Chef and sommelier cabernet 250ml tulip wine-24 per box 1 $93.60 Chef and sommelier cabernet 350ml tulip wine-24 per box 1 $108.00 Chef and sommelier cabernet 470ml tulip wine-24 per box 1 $117.60 Round anti-slip tray black-medium-355mm 5 $49.50 Rinnai rice cooker-LPG 1 $799.00 Trolley 3 tier S/S-850*510*940mm 2 $298.00 Aluminium frypan200mm-4mm thickness 2 $19.80 Aluminium frypan250mm-4mm thickness 2 $29.80 Aluminium frypan300mm-4mm thickness 2 $39.80 Aluminium frypan350mm-4mm thickness 2 $49.80 Aluminium pasta cooker 1 $188.00 Host S/S stock pot 400mm-depth 400mm-50ltr-two handles and lid 1 $249.00 Bamboo chopping board-305*450*30mm 2 $49.80 Small baking tray aluminium-440*320mm 5 $64.50 Large baking tray aluminium-450*650mm 5 $94.50 Green Ribbed Bin-73 litre 2 $49.80 Club nonstick plastic set 1 $17.50 Chef knife set 7 piece-plus carry bag 1 $199.00 Tong S/S with slip-250mm 2 $3.80 Tong S/S with slip-300mm 2 $5.80 Tong S/S with slip-400mm 2 $4.80 $5462.60 3.4 Occupational Health and safety To protect that employees are safe from dangers, Nebura management has a well structured OH&S. Employee safety is important as employees feel protected. Employee are required to follow safety practices so that not to injure one another and promote a safe working environment. To ensure hygiene and quality, employee must practice high personal hygiene. Personal hygiene requires, Having clean attire both in the kitchen and in the front office Washing hands regularly before handling food and utensils Ensure any cut or wound is not exposed through covering it to avoid food contamination Smoking within the restaurant grounds is not allowed at any given time All machines should put off when not in use Appropriate sign need to be followed within the restaurant grounds to avoid injuries. The following is the kitchen plan which has ensured there is space to accommodate all workers thus minimizing injuries. 4.0 Financial plan 4.1 Start up cost Start-up costs and how this will be fund: Start-up expense to fund $90,000 Start-up Assets to fund $210,000 Total funding $300,000 Assets Non cash assets from start $100,000 Cash required form start $90,000 Cash balance on start date $90,000 Total Asset $380,000 Liability and capital Long term liability $ 200,000 Account payable $10,000 Total liability $210,000 capital Investor 1 $250,000 Total plan investment $25,000 Loss at start-up $4,000 Total capital $460,000 Total capital and liabilities $300,000 Total funding $760,000 4.2 Sale forecast 4.4 Income Statement for Nebura Restaurant 5.0 ADDITIONAL QUESTIONS 5.1 Description of an Appropriate Leadership Style to Adopt The business will adopt the democratic form of leadership, which involves employees in decision making although the leader has the final decision. It motivates employees thus a high production is realized increasing the profit realization. Effective leadership will ensure that the business runs smoothly and every person idea will be respected. Through democratic type of leadership, employees will feel part of the larger organization and thus works towards the business objective, vision and mission statement. 5.2 Methods of Monitoring the Business Observation method and questionnaires will be used to monitor the restaurant. In addition, survey through phone interviews and emails will play an important role in measuring customer satisfaction and thus can be used to monitor the progress of the business plan. Through the developed homepage customers feedback can also play an important role in monitoring and evaluating the success of the business plan. 5.3 Long – Term Goals of the Business If the business becomes successful, Nebura restaurant will form strategic alliances with McDonald which is widely known across the globe and thus creates a global image. This strategic alliance will not only market Nebura locally but also internationally which is very important in today globalised environment. Read More