The Restaurant Industry of China - Dissertation Example

The paper 'The Restaurant Industry of China' is a detailed example of a business dissertation. The restaurant industry of China has shown significant growth in the past few years. According to the reports of IBIS World (2016), the average market growth over the past five years has been recorded to be 10.9%.The industry has shown a promising future in terms of revenue generation. The reports of NRA (2016) have indicated that the sales volume of the global restaurant industry has been expected to meet $783 billion by the end of 2016.

This indicates that the attractiveness of this industry is quite high, which as a result attracts a large number of firms to enter the industry (NRA, 2016). Therefore, opening a restaurant business in China may prove to be a profitable venture. 1.2 Defining the business conceptThe concept of the business is to open a full-time restaurant called Zara Restaurant in Beijing, China. It will target the mass population by offering them decent quality foods at a competitive price. The company will seek to develop a value for the customers by achieving a low-cost supply chain management, which as will help the firm to attract the mass population who are mostly budget conscious.

The company will seek organic expansion, by increasing the number of outlets in the market, thereby catering to a larger base of customers. Since it will be targeting the mass population the restaurant will avoid additional costs for visual merchandising and internal ambiance. Thus, the sole focus of the company will be to offer customer satisfaction on the grounds of food quality as well as fast and consistent service delivery. Zara Restaurant will focus on constantly improving their business proposition, by adding new food items to the menu based on the preferences of customers.1.3 Value of the business concept to customersThe value proposition of the company is to provide a variety of Chinese foods that will maintain quality in terms of taste, hygienic process of preparation, and freshness of raw materials.

The products will be offered at a competitive price which suggests that the customers will be able to pay low prices for the food items.