The Establishment of Donner Kebab Shop in Dubai - Case Study Example

Running Head: Donner Kebab Shop Project Draft Name: University: Course: Tutor: Date of Submission: Project Mandate This project plan gives an overview on the launch of new business project in Dubai thus Donner kebab snack shop. Donner Kebabs are more popular in United Kingdom especially England as take-away food and over the years it has been regarded as meal on the healthy side. Though, the Donner Kebab Snack shops are more popular in other countries other than United Kingdom, there is no Donner Kebab shop in Dubai. Therefore, establishing Donner Kebab Snack Shop in Dubai will be of great value both to the residents of Dubai as well as foreigners since most of them are usually forced to travel to other countries just to get this meal. Moreover, since this meal is usually common among foreigners my intention to establish donner snack shop will be of great success in Dubai as foreigners comprise a larger population percentage of approximately four million which is more than the original residents whom comprise a population percentage of one million only. This project plan therefore gives in summary the project details, the marketing tools that will be used to market the product in Dubai as well as the project timeline. Project Brief This brief explains in details the establishment of donner kebab shop in Dubai by implementing ideas from England where so far there various number of donner kebab snack shops. Dubai is one of the largest shopping centers in the world hence putting up a donner kebab snack shop will be valuable as well as a great business opportunity in the country. Additionally, the growing population as well as ever increasing tourist’s inflow and the current economic growth in Dubai is a major incentive for establishing this snack shop. The project plan will cover an in-depth overview of intended marketing strategies, pricing strategies, promotional strategies, intended product location and marketing objectives. The purpose of marketing primarily is to raise visibility and awareness of Donner kebabs, given the fact that Dubai has vast number of take way snack shops, donner kebab snack shop is a new idea hence it will need promotion especially to the residents. The project plan too will cover risks associated with this business as well as the time deliverables and the benefits expected from the business. Project aims and Objectives The main objective of this project plan is to establish a donner kebab snack shop in Dubai which currently is not Dubai and primarily this involves borrowing ideas from England and implementing the Donner Kebab Snack shop in Dubai. Secondly, is to gain a tremendous growth and develop the business as far as Dubai snack shop market is concerned. Thirdly, is to create awareness among various customers in relation to our new snacks in the market. Lastly, to ensure that our customer’s access our products more easily without any difficulties Definition of the business Description of the product This project draft is about launching a donner kebab snack shop in Dubai. Snack shop market has been over the years growing tremendously contributing to approximately 20% of the total gross income in Dubai. Donner kebabs are popular take-away food which consists of thin slices cylindrical block of minced and seasoned meat of beef, lamb, mutton, goat, chicken as well as pork. In order to slice the meat into small pieces, the meat is usually grilled on a vertical rotating spit resulting to a complete donner kebab which in normal circumstances is usually served and eaten with unleavened bread, fresh salad as well as tomato sauce or chill sauce. The donner kebab is considered as one of the Turkey’s national dishes hence over the years it has been regarded as a meal that is on the healthy side. Donner kebab is one of the take away fast food which has highest counts of fat content amongst any type of fast food. Preparing the Donner Kebab Ingredients (Per Kebab) 1kg minced/ground Halal meat of beef, lamb, mutton, goat, chicken or pork 1 small egg 2 heaped table spoons of fresh breadcrumbs 2 grated garlic clove ½ table spoon of dried mint Salt and fresh grounded black pepper Method No special technique is usually used in preparing donner kebabs rather it involves simply combining all the ingredients into one large bowl or basin then mixing them evenly together by hand. The ingredients are normally mixed thoroughly hence it is always necessary that Sufficient time be allocated as a way of ensuring that all the ingredients mix properly before they can be shaped to appropriate shape size. Serving a Healthy Donner Kebab Once the meat has been sliced, pitta bread is lightly sprinkled on both sides with little cold water before heating it again for one minute under medium to hot grill for each side. Once, this is done the pitta bread is carefully cut open and stuffed half full with the earlier prepared Donner Kebab meat. It is always necessary that important care be taken so that the bread is not overstuffed with Donner Kebab meat preventing it from bursting. Half spoon sauce should be immediately added while the remaining meat or sauce should be added in turns. Once this in has been done, then a Healthy Donner Kebab should be served with various accompanying salad. Safety issues It is always necessary that Donner Kebabs be prepared under hygienic conditions as unhygienically made Donner Kebabs pose a great food safety risk to the customers. This is because some of the ingredients if mishandled are capable of allowing rapid growth of disease causing bacteria. Everything should be kept clean and this involves washing hands as well as hand washing the facility incase they have sauce contamination especially after hanging a kebab block. Kebab ingredients should be carefully kept to prevent any contamination hence necessary that they are properly refrigerated at or below five centigrade 5°C. Frozen kebab meat should always be kept frozen until used as well as they used be thaw under a refrigerator or in a microwave before being used. Sliced Kebab meat should be thoroughly cooked and kept above 60°C until it is served. The kebab meat should be cooked immediately once it is removed from a cold storage place and always it is important that thermometers be used to check temperatures. All left over meat or partially cooked meat should be thrown away at the end of the day. Raw and cooked food should be separated as well as hands should be thoroughly washed with hot soap after which they should be dried before touching any raw meat especially chicken. Kebabs made from pork meat should be clearly labeled halal to enable customer distinguish among them for religious purposes.Donner Kebabs should be transported in a healthy as well as hygienic manner. Healthy issues Donner Kebabs is perceived to have highest counts of fat content than any other type of fast food hence it is always important that fat content be observed. The fat content should not exceed 1,000 calories of cooking oil as this is twice the fat a woman should have daily. Though, Donner Kebabs are healthy if an individual eats two kebabs per day then it evident that one is likely to suffer from a heart attack within ten years. Salt should always be to the levels recommended for daily allowance before a salad or sauce is added. Fat content should be limited to the recommended levels since high levels of fats can lead to obesity among the users. This implies that reducing fat portion size of fat cost effective way for small businesses since it helps people to eat more sensibly. Labeling is important since it makes customers have more informed choices. Equipment for making Donner Kebabs and its transportation My intention is to establish a donner kebab shop in Dubai which implies that I will need to purchase equipment from England to Dubai. There are various equipments available on the market as well as various means of transport. The equipments comprise of ; Premium gas & electric Kebab Machines, Kebab Grills & Electric Kebab Knives. An example of Kebab Machine available in England is Archway 3 Burner Doner Kebab Grill CK0529 with dimension specifications of 1100mm(H) x 820mm(W) x 605mm(D). This machine provides simple as fast and economical way to cook a Donner kebab. To make a donner kebab using this machine little sunflower oil is usually added to a non-stick frying pan under medium heat. After which the Donner Kebab pate is flattened to specific thickness of approximately three-quarters of an inch. The Kebab pate therefore allowed to cook for an approximate time of ten minutes for each side under low to moderate heat until it’s fully cooked after which is removed. It is simple to operate hence making it more suitable for take way snacks as well as it ensures high capacity. There are various dimensions such as Archway Kebab Machine Twin 4 Burner as well as Archway Kebab Machine Twin 5 Burner. Various transport means are available which can be used transport this equipment from England to Dubai. The first and safe mode is through economy delivery which actually takes 6-8 working days only at a fee of £30.00.Delievery time is usually dependent on the seller’s dispatch time, the postal service selected as well as the payment method. Payments to purchase this equipment can be done online through paypal or ordinary postal order or banker's draft. The other machines are, donner kebab rotating knife meat Slicers. This machines are usually used to slice the donner kebab meat to an approximate thickness of about a quarter an inch once the Donner Kebab meat has cooked fully it is immediately removed and placed to chopping board. The Donner Kebab is allowed to rest for a couple of minutes before being sliced with a sharp knife. Kebab Slicers are machines used to slice the donner kebab meat into small pieces of pate which is usually done during cooking time. These machines are simple, economical and made out of the finest materials in the United Kingdom. They are easy to clean with high capacity as well as low operating cost and maintenance. Express service delivery is the best means of transportation to Dubai and this depends on the seller as well as how much a buyer is willing to spend. Business Location The Donner Kebab Snack shop will be located in major tourist attraction sites in Dubai such as Dubai Shopping center, Dubai Shopping mall, near Gold Souk among other areas where we have already snack shops. This is due to the mere fact that Dubai is largest shopping center in the world with the highest tourist inflow hence putting up this business in these sites will be more valuable as it will attract more customers as this meal is more popular among foreigners. Product Service The Donner Kebab shop will be open to all the families, individuals, visitors, tourist’s residents and it will cater for diverse range nationalities found in Dubai as well as the whole of United Arab Emirates. The Donner Kebab shop will offer a range of services to various customers which will include free home delivery on order, take away and catering. For customer who will want to eat at the snack shop venue it will be served with free salad as incentive to attract more customers as well as those who will have it as a take-away food. The Donner Kebab shop will offer affordable, homey, ambience as well as efficient service. Since Dubai is a Muslim country Donner Kebabs made Halal beef meat will be more in numbers than others since customer’s would love them more. On other hand Donner Kebabs made from pork will be labeled to avoid any confusion as well as complaints from customers for religious purposes. Pricing Strategy Pricing strategies tends to have a high impact especially on profit hence it is always necessary that they are given consideration the same as promotion and advertising strategies. Lower or higher prices can have a dramatic effect both on the gross margins and sales volume hence necessary that a proper pricing strategy is implemented which is favorable both to the business as well as the consumers. Therefore, in terms of product pricing competitive pricing strategy, which is a pricing structure that provides the consumers with good value for the products offered will be used. Various Donner Kebabs made from different meat will have its own price and this will range from AED 30-60. Donner Kebabs made from chicken will be little bit expensive compared to others. Marketing Promotional Tools Promotion is one of the marketing tools designed to pull customers to buy the products of a particular company. This tool normally is used by most of the organizations when launching a new product primarily to attract new and more potential customers. Before putting up and establishing any promotional methods it is important to consider the available funds and expected return. The main objective here to create awareness among various customer’s in relation our new Donner Kebab shop. To achieve this more effectively, various promotional tools and tactics will be used. The first promotion tactic will involve product promotion and sales at various shows, festivals as well as weddings. This will be useful since it targets one of the segmented target population who are the tourists. Advertising will be the second promotional tool where our Donner Kebabs will be advertised through media, television, radio, newspapers, magazines, direct mail, billboards, internet sites and bus boards Marketing Collateral will be the third tool and here brochures, newsletters, flyers and posters will printed having detailed information in regards to the new Donner Kebab Shop which will be distributed all over Dubai. They will be given to tourists and other visitors in buses as well as taxis. This will give them a general knowledge and background on the location of our shop, where our donner kebabs can be found, the prices and any other special offers including product discounts. Project Risk There are many risks involved in establishing this business in Dubai. Since the business is a snack shop there is high probability that it may result to low sales than expected since it is a new idea in Dubai. Dubai is a Muslim country hence Donner Kebabs made from pork may result to high losses. There are other snack shops in Dubai hence high competition is expected and there more income maybe required as far as marketing is concerned resulting to high expenses and low profits during the first months of operation. Various measures will be implemented to deal with the risks. Project Timeline Gantt chart Gantt chart is usually described as a graphically representation of a project since it shows each tasks on horizontal bar as well as the length of time required to complete the task. The Gantt below shows the project task and its length of time in the implementation of Donner Kebab Shop.   Timeline for Implementing Donner Kebab Shop in Dubai                             2011             2011     March April May June July August Nov Dec 1 Project Idea development                 1.1 1.2 1.3 1.4 Idea initiation Idea Development Feasibility Study Initiation of the project                 2 Project Plan development                 2.1 Development of Work Plan                 2.2 Transportation of the equipments required from England                 2.3 Establishing the Donner Kebab shop in Dubai                 3 Execute and Control                 3.1 Hiring specialists to work in the donner kebab shop                 3.2 Building work Framework                 3.3 Test the Framework                 3.4 3.5 Implementing the work Framework Marketing of the new products in Dubai                 4 4.1 Implementation of the Project in Dubai thus Donner Kebab shop fully Closing the project Framework                 Read More