Business Plan for a Real Estate Agency in Malta

This document is a structured business plan for a real estate agency in Malta. It includes an overall justification, rationale, aims & objectives, research questions, and more.

A structured Business
Plan for a Real Estate
Agency in Malta

Table of Contents
TOPIC: “ Ethnic Tunisian restaurant specialized in one Dish called Brik”....................................4
CHAPTER : INTRODUCTION......................................................................................................4
Overall Justification................................................................................................................4
Rationale.................................................................................................................................4
Scenario Chosen.....................................................................................................................5
Aims & Objectives.................................................................................................................5
Aim:........................................................................................................................................5
Objective:-..............................................................................................................................5
Research questions.................................................................................................................6
Background of subject area....................................................................................................6
Structure of project.................................................................................................................6
CHAPTER 2: LITERATURE REVIEW.........................................................................................8
Industry & appropriate use.....................................................................................................8
Secondary research data about industry size, growth rate, major players / competitor analysis
................................................................................................................................................9
Business idea..........................................................................................................................9
Segmentation, Targetting and positioning............................................................................11
Marketing mix......................................................................................................................12
Understanding of relevant concepts and theories about the business model........................14
Discussion of conceptual and theoretical issues-Business model canvas............................15
Summary and clear understanding of principal issues relevant to topic..............................16
CHAPTER 3: RESEARCHE METHODOLOGY.........................................................................18
Selection of models for strategic analysis............................................................................18
Selection of clear aims and objectives..................................................................................18
Selection of appropriate research methodology...................................................................19
Feasibility analysis...............................................................................................................21
CHAPTER 4: ANALYSIS OF RESULT......................................................................................23
Clear presentation of results based on the strategic analysis ...............................................23
Appropriate analytical interpretation of results....................................................................24

Application of results to research objectives and literature..................................................25
Identification of sources of competitive advantage and sustainability.................................28
Selection of strategies for success........................................................................................29
Development of appropriate Business Model for the business............................................30
Appropriate synthesis and evaluation of research results, inferences and implication.......31
CHAPTER 5: CONCLUSION......................................................................................................31
Recommendations................................................................................................................35
REFRENCES.................................................................................................................................36
.......................................................................................................................................................42

TOPIC: “ Ethnic Tunisian restaurant specialized in one Dish called Brik”
CHAPTER : INTRODUCTION
The current project is about the business development plan of a Tunisian restaurant
named as Fine & Dine restaurant which is going to be established over the prime location within
Malta. This restaurant will be set up with some features that are totally new to the market of
Malta and be able to get the attention of people through its services (Bannink, Six and van Wijk,
2015). The Fine & Dine restaurant will offer range of delicious dishes while keeping its
specialisation in a Tunisian dish which is named as “Brik” which is a Tunisia dish famous for its
taste. Such kind of dishes are not so much famous in other country like Malta.
Overall Justification
The Fine and Dine restaurant is planning to set up its business within Malta as it involve
greater opportunity for such kind of business. This is so because the country is a one of the
higher tourism attraction place where larger number of people visit every year in order to spend
their holidays or celebrate their special days. But as the country is full of beaches the majority of
restaurants offer sea food which is one of the best opportunity for the Fine & Dione restaurant as
it is planning to launch a Tunisian restaurant which offer food of Tunisia country by keeping
Brik as their speciality. The main reason behind keeping its specialised dish is that it is a local
dish of Tunisia but getting more popular among the foreigners sue to its taste (Aas and Pedersen,
2016). Therefore it has a wide scope in the market of Malta as the fame of dish help in attracting
the people to avail the services of restaurant and as a result of which it help in achieving the
sustainability in the marketplace.
Rationale
The main aim behind conducting this investigation is that it will support the Fine & Dine
restaurant in determining the current market condition of Malta in term of competition present
among the restaurants, kind of services they offer, demand of customers, favourable-
unfavourable factors of market to set up business etc. The evaluation of all these factors will
support in identifying the opportunity as well as threat that are present in the market of Malta for
Fine & Dine restaurant which will further support in formulating effective strategies for the
establishment of business and manner through which the sustainability can be achieved. In

addition to this it will also support in determining the feasibility of idea and sources through
which the resources as well as finance can be arranged for setting up the business.
Scenario Chosen
The current study is based on the business development of Fine & Dine restaurant which
is planning to set up its business within Malta. The main idea behind this business establishment
is that the Malta is consider as most tourism visited place due to the beauty of country. As the
Malta is established at a place which is surrounded with deep blue Mediterranean sea and the
Maltese island have a fascinating heritage (Bannink, Six and van Wijk, 2015). Therefore, there
remains the visit of tourists whole year within the county which make it more favourable place to
set up the restaurant business. As the Fine & Dine restaurant will easily get market acceptance
when there is larger number of customers visits in it due to the ethnicity it maintains within the
restaurant for offering the food. This is so because the Fine & Dine restaurant will be set up in a
manner that it reflect the ethnicity of Tunisia country which is very much closer to the Malta. In
addition to this restaurant is planning to keep the Bick dish as the speciality of the restaurant
which is so because the dish is very much famous among the foreigners. This will act as a factor
of attraction for the restaurant as the tourism visits to Malta is relatively higher then that of
Tunisia so by offering this dish in Malta it become easier to get famous (Laužikas and et. al.,
2016).
Aims & Objectives
Aim:
“ To develop business of Ethnic Tunisian restaurant that is specialised in Brik”. A study on Fine
& Dine restaurant
Objective:-
 To identify the market situation of Malta in 4 months to identify the feasibility of
restaurant.
 To determine the cultural aspects in Malta within 6 months for achieving sustainability at
marketplace.
 To ascertain the sources of fund for arranging 30% of capital from external sources to set
up business in a year.

 To approach 30% market share within a year to achieve competitive edge in market of
Malta.
Research questions
 What are the ways through which the market situation of Malta can be determine for
assessing the feasibility of restaurant business idea?
 What are the cultural aspect of Malta that support Fine & Dine restaurant to achieve
market sustainability?
 What are the major external sources through which capital for establishing business can
be arrange?
 How to approach market share for achieving the competitive edge in market of Malta?
Background of subject area
The Malta is a country which is surrounded with the deep blue water of the
Mediterranean sea which is at the south of Sicily. Being the neighbour country of Tunisia, the
North African influence over the Malta is relatively higher in term of its language and things
preferred by the citizens. The country is full of several beauty spots to visits for the localities as
well as tourists which in turn also increase the opportunity to set up the business in hospitality
sector such as hotels, resorts, restaurants etc. Therefore, Malta is consider to be most effective
place to set up the business of restaurant (Bresler and Stake, 2017). This is the reason Fine &
Dine restaurant is planning to set up its business of restaurant within Malta at Valletta which is a
elegant capital of Republic of Malta and it is consider as the ideal base for exploring the Island of
Malta. In addition to this the tourists mainly visit the Valletta's array of historical sites,
restaurants, hotel and cultural event. As the city is full of cultural or historical place it become
quite easier for the Fine & Dine restaurant to set up the Tunisian restaurant based on the ethnic
theme as people visit this place with the aim of experiencing the cultural things so this restaurant
act as a complimentary to their tour as they become able top get a glimpse about the culture of
Tunisia as well (Zaroual, Boughattas and Karoui, 2019).
Structure of project
This section present the detailed information regarding the number of sections involve
with the current report, the information that each section involved along with the purpose behind
mentioning it. The sections that are involved within the report is mentioned below:

Introduction:- This is the first section of project which contains the description
regarding the business development idea of Fine & Dine restaurant which is planning to set up its
business in Valletta city of Malta. It contains detail about the valid justification of business idea,
rational about the study along with the scenario which is chosen for the project (Wagner and
Jamsawang, 2014). In addition to this it also contain the information regarding the aim and
objective behind the project along with the background and structure of the report over which the
whole report depends.
Literature review:- Under this section the secondary data will be evaluated in order to
study about the current market situation of the Malta in term of restaurant establishment (Cheng,
2013). It detail about the range of literature on industry in term of its size, growth rate,
competitors etc. It also involve the information that help in setting up the Fine & Dine restaurant
effectively such as marketing mix, Segmentation, target, positioning along with business model
and summary of understanding.
Research Methodology:- This section is also very essential in order to perform as well
as present the information gathered through investigation in more effective manner. It includes
set of tools and techniques that Fine & Dine restaurant will use in order to perform investigation
over the Malta market (Brennan, 2015). This includes survey methods, research techniques,
feasibility study, research method, type of investigation etc.
Data analysis:- Under this section that data gathered above will be evaluated in order to
extract the findings or short summary of outcome. For this the clear presentation of result will be
there with the help of strategical analysis along with interpretation of result, identification of
sources of competitive advantage and development of business model.
Discussion, Conclusion and Recommendations:- This is the final and most significant
section of the project which includes a detailed discussion about the data which is gathered in
term of business plan (Clarke and et. al., 2016). In addition to this it also includes the final
conclusion of the data gathered which is valid setting up the business along with the
recommendations that support the Fine & Dine restaurant to set up its business in effective
manner within the market of Malta while dealing with the competition present.

CHAPTER 2: LITERATURE REVIEW
Industry & appropriate use
Malta is a country that is surrounded by the Mediterranean Sea where the islands of
Maltese are richer in term of tapestry of history, natural beauty as well as culture where all the
ingredients are constantly flourishing the hospitality industry. The country maintain a long
history of welcoming and hospitality. Being centrally located within the Mediterranean, enjoys a
wonderful unique fusion cuisines that remains a attractive factor for the industry. It can be said
that the last five years proves to be most challenging for the restaurant sector within the
hospitality industry. This is so because there remains an unexpected financial crises, natural
global phenomena like ash cloud and that geopolitical situation with the North African countries.
But still the players of the industry has proved the resilient throughout by proving that Malta is
stable and remains the long term choice for the foreigners whose preferred destination is Malta in
order to get relocate or holiday purpose.
The country is full of islands and is consider as the home of unique cuisines as well as
exuberant lifestyle which attract tourists throughout the world in order to have an entertainment
by experiencing the life as well as culture of Maltese. Tourists as well as expatiates have the
opportunity to start their business within the country but with the support of local people as
larger number of profitable as well as investment opportunities are present for the foreigners.
One of the most attractive business area is establishment of restaurant as food and drinks is one
of the most essential part of everyday life for the local and tourist. Additionally being a cultural
and historical rich tourism attractive place creates several opportunity for person those want to
establish their business as a restaurant in term of profitability and sustainability. This is so
because restaurant get an opportunity to attract larger number of people to their place in order to
cater their need and want. These all are the factors which proves to be positive for the growth
and success of the Fine & Dine restaurant in the market of Malta. Additionally the attractiveness
or success of restaurant can be seen from the gradual increase in the turnover ration of food and
beverages industry which is market 377.8 million Euros in year 2014 which get increased to
406.6 million Euro.

Secondary research data about industry size, growth rate, major players / competitor analysis
The restaurant sector within the hospitality industry of Malta is growing faster due to
larger number of favourable factors that are present within the industry that contribute toward the
success of business. The most crucial factor among them is regular flow of tourism practices
within the country as Malta is one of the most attractive place to visit. The tourism visit is
gradually increasing as it is marked up-to 1.3 million in 2011 that get increased by 1.6 million in
year 2016. This is the main factor behind there is a 48% increase within the restaurant business
when ration compared within year 2017 (The local restaurant business, 2020). Additionally
within the St Julian's area it has been reported that there is a 76% increase in business with
restaurant in southern area of Malta.
Enjoying good food within Malta is customary, there are range of restaurant that are
offering larger number of cuisines that offer food which get cooked by someone else. This is so
because majority of people visits restraint are tourist so they also have a demand to taste different
cuisines in order to make their travelling experience more better throughout the journey. This is
so because food is consider as the most essential part of the travelling and good food isn't much
harder to find within Malta that get reflected over the Maltese people in general such as genuine,
hearty and prepared passionately. The top most player that may provide toughest competition to
the Fine & Dine restaurant are, Capo Crudo, A Modo Mio, Marina Club VW, fifty nine
republic, Giannini, Il-Horza etc. are some of them (These Are The 18 Best Value For Money
Restaurants In Malta, 2017). These all are the top most restaurants present in the capital of Malta
that is Valletta where the Fine & Dine restaurant is planning to establish its business. Hence the
competition within the industry is relatively higher for the Fine & Dine restaurant as the majority
of restaurants are already well established within that particular area as it is one of the most
attractive place where larger number of tourist visit. This ration of tourism ensure that the
restaurant get much quicker access to larger number of people in order to influence them to visit
the restaurant and avail services.
Business idea
The Fine & Dine restaurant is planning to establish it business in the market of Malta by
brining up Tunisian Brik, a most famous dish of Tunisia among the foreigner as their speciality
dish. This is so because it help in attracting the attention of not only foreigners but also by the
local people of Malta (Rial and Grossi, 2016). It has decided to offer food with the help of their

restaurant outlets whose interior will be formed as per the culture of Tunisia to which the Brik
dish actually belongs. The main reason behind selecting Malta as a place to start up restaurant
business is due to the attractiveness among the tourist toward Malta as number of foreigners visit
the country everyday. The competition within the restaurant industry is relatively higher within
Malta as larger number of people specially young generations are setting up their business by
brining new ideas to market (Dammak and Helali, 2017). Therefore to deal with this
competition and achieving sustainability in Malta it has been decided that the restaurant have the
capacity to provide innovative dishes by mix match the Tunisian Bick dish with another one
available ingredients which support in keeping the customers happy while delighting them with
high quality services. The number of dishes that the Fine & Dine restaurant is going to offer are
mentioned below:
Dishes offered by Fine & Dine restaurant
 Brik Danouni
 Tunisian Brik-style Eggs
 Tuna Briks
 Tunisian Egg Briks
 Tunisian Brik
 Brik
 Briouat
 Sigara boregi
 Bureek muwaraq
 Cornish Pastry
 Haitian Patty
Who is involved
The Fine & Dine restaurant will be established over the food theme of Tunisian as its
dishes are very much famous among the foreigners. This restaurant will be established by a
couple i.e. Husband and wife as a private business. But in order establish it effectively they
require several stakeholders (Zouaoui and Bellouma, 2018). Hence there are around two
stakeholders are present that could invest capital within the business and remains authorised of
having 30% share within business in term of profit. Additionally it hire the staff members who

are experienced in hotel management or hospitality and among them chefs are being appointed
from the Tunisia country having minimum experience of 2-5 years within their field.
Windows of opportunity
Malta is one among the tourism attractive place that is getting popularity among the
tourists for their heritage site as well as beaches as the nation is surrounded with sea (Oliveira
and et. al., 2014). Therefore from the analysis it has been determined that local peoples as well as
tourist both spend their time over such sites and also seek for the new variety of food offered by
particular place. Therefore it is an opportunity for the Fine & Dine restaurant to gain attention as
well as acceptance in marketplace as they are offering something different in term of their food
and services.
Management
Effective management is consider to be most crucial for the growth and development of
an organisation which ensure conduction of operations in sequential and effective manner
(Baldacchino, 2016). Therefore, for managing the operation in effective manner the Fine &
Dine restaurant Hence in order to manage its operations properly and achieving sustainability
within such a highly competitive environment, the Fine & Dine Restaurant is required to adopt
effective strategies so that the products or services of it become able to perform well within
marketplace as per the expectation of customers (Pantzar and Panyik, 2014). This ensures that
the operations of an organisation get performed in a right direction that brings up most positive
outcome that support in accomplishment of organisational goals and objectives.
Segmentation, Targetting and positioning
The market segmentation is refers to as the process of dividing the larger market into
small chunks to whom they want to target for particular set of product or services (Paluchová,
2017). For performing this a marketing model is used which is named as STP or Segmentation,
targetting and positioning. This implication of model by the Fine & Dine restaurant is mentioned
below:
 Segmentation:- Under this the whole market is divided into small parts on the basis of
homogeneity within the characteristics they hold. The Fine & Dine restaurant has decided
to segment the market of Malta as per demographical basis which help in approaching the
larger number of customers having sub categories that ensure more chances of getting
succeed in marketplace (Scicluna, 2017).

 Targetting:- It refers to the process of targeting a particular segment with all the
available strategies as well as marketing practices in order to approach the customers and
make them attracted toward purchasing particular product or services (Yung, 2018). For
Fine & Dine restaurant the targetted customers will be the number of customers that
comes under the category of local people of Malta as well as tourists who came to visits
the Valletta city present in Malta (Lee and Kim, 2017). The main aim behind selecting
and targetting this market segment is that mainly the visitors like to have their meal
which offer something new and at the same time follows a particular culture to which
they are not families as it remains quite attractive to the people.
 Positioning:- It involves set of actions to be performed in order to fix up an image or
locus in the mind of customers regarding a particular product or services (Vena and et.
al., 2019). The Fine & Dine restaurant has decided to position its restaurant within Malta
as a restaurant which is specialised in offering variety of Tunisian dishes that are formed
by mixing up several kind of ingredients within its most famous dish such as Tunisian
Brik. As this dish is very much famous and help in attracting larger number of customers
toward it, which ensures success as well as sustainability of business within marketplace
(Ghachem, 2018).
Marketing mix
The marketing mix is basically refers to as the set of strategies or tactics that an
organisation perform in order to promote its brand as well as product within market place. This
support an organisation in putting the right product at right place, price and time in order to
achieve higher customer satisfaction in market place. The marketing mix get form up with the
combination of seven elements such as product, price, place, promotion, process, people and
physical evidence (Sammut, 2016). By implementing this marketing model it become easier for
the Fine & Dine restaurant to perform its practices in market effectively that help in attracting,
influencing and satisfying the customers with its offerings that help in achieving sustainability at
marketplace. The elements of marketing mix are mentioned below:
Product:- It is consider to be most essential element for an organisation as customers
acceptance, market performance, organisation success and profitability wholly depend over the
quality of product or services offered by an organisation. As the competition is relatively higher
in restaurant industry, the Fine & Dine restaurant is planning to offer some specialised Tunisian

dishes that are formed by experimenting “Tunisian Brik” dishes with variety of ingredients
(Weingarten, 2015).. This will support Fine & Dine restaurant to attract larger number of
customers toward its unique offering which is not available in the marketplace.
Price:- The attraction of a customer toward the offering of a particular product or
services is also get influenced by the cost that the customers are required to pay off for
purchasing that product or services. The Fine & Dine restaurant is keeping the price of its food
ranging from moderate to high so that it remain affordable to both the medium to high class
people (Francica, 2019). The main reason behind keeping this price is that restaurant is required
to arrange all the raw material from Tunisia as it is the origin place of this Brik dish. Therefore,
by importing material from its origin country it become easier to offer the food at same taste in
Malta but this will increase the expenses in term of transportation to Fine & Dine restaurant
(Spiteri, 2014).
Place:- The customer choice toward a product or services greatly influenced by the place
through which it get accessible to the customers. The Fine & Dine restaurant is planning to set
up its business within Valletta city of Malta as it is an attractive place consist of several
historical sites, restaurants, hotel and cultural event. These all are things that attract larger
number of people toward this city as a result of which it become easier to attract tourists within
the restaurant much easily and in attractive manner.
Promotion:- It refers to the set of activities that an organisation performed in order to
circulate information regarding its offering and benefits to the customers for influencing them to
visit the restaurant and avail its services. The Fine & Dine restaurant will adopted several
channels for interacting with customers such as social media channels where the pictures and
videos are being paste to its web pages. This help in capturing the attention of larger number of
people at a time. In addition to this the bill board promotions will also be performed in order to
gain attention of people who visits Valletta city. These all contribute toward creating awareness
among people and hence support in gaining market position much effectively.
People:- In order to perform well within the market of Malta and to offer high quality
food, The Fine & Dine restaurant has decided to recruit its chefs from the Tunisia country who
are expertise in traditional food of country and also experienced in their field. This support in
offering high quality food to the customer so that better satisfaction can be achieved and be able

to offer the real taste of Tunisian Brik dish to the target market so that the restaurant can gain
acceptance within the restaurant industry of Malta.
Process:- It refers to the procedure through which an organisation offer its product or
services to the target market. The Fine & Dine restaurant is planning to offer the Tunisian dishes
by establishing its restaurant within the market of Malta. This would be more beneficial
approach for the restaurant as it get an opportunity to directly serve its customers for forming up
a positive brand image in front of them.
Physical evidence:- In order to make the restaurant more appealing and attractive to the
customers, Fine & Dine restaurant has decided to develop the ambience of the restaurant as per
the tradition and culture of Tunisia in term of its wall painting, dress code of staff members,
serving plates, dine arrangements etc. This will provide totally a new experience to the customers
who visit the restaurant and avail its services.
Understanding of relevant concepts and theories about the business model
In order to establish the base within market of Malta, it is very crucial for the Fine &
Dine restaurant to manage and organise its core elements in effective manner so that most
satisfactory services can be offered to market and with proper organisation of resources it
become easier to achieve competitive edge (Joyce and Paquin, 2016). Hence, for this Fine &
Dine restaurant must make use of Business canvas model which arrange the nine core elements
of a business in systematic manner. Business Canvas model refers to a kind of template which
represent core elements and resources that an organisation required for operating its business
effectively. There are several kind of components involved within the business model such as
key partners, key activities, customer segments, value prepositions, key resources, cost
structure, value stream and channels. As per the view point of Mike Ebinum, 2019, The
Business Model Canvas is a basically a strategic management tool which quickly defines and
communicate about the business concepts and ideas. It is a single page document that works
toward the systematic arrangement of fundamental elements of business or product and also
contribute toward structuring an idea in coherent way (Euchner and Ganguly, 2014). In this the
right side elements of BMC focuses toward the customers (external) while the left side of canvas
emphasize toward business (internal). These both internal as well as external factors meet toward
the value preposition that ensure the value exchange among business and client. Additionally
according to Mark Hemmer, 2016, The business model canvas is a methodology which is on rise

and support an organisation to visualize and position their business model in order to achieve the
growth and innovation within its business. This is so because it allows an organisation to
describe, design, invent, challenges and pivot the business model. It divides the core areas into
nine elements so that business can recognize them and act over those area for bringing
improvement and also help in making the path clear to build up the organisational innovation
strategy (Coes, 2014).
Discussion of conceptual and theoretical issues-Business model canvas
The elements of Business Canvas Model will focus toward forming up the whole concept
of a business in systematic manner. The Business model canvas of Fine & Dine resturant is
mentioned below:
Key Partners
 Customers
 Investors
 Restaurant
managers
 Tunisian
Chefs
 Suppliers
 Small
Tour
guides of
Malta
Key Activities
 Promotion
al
activities
 Staff
recruitmen
t
 Training
and
developm
ment
program
 Cooking
Tunisian
food
Value
Propositions
 Affordabl
e meal
price
 Tunisian
dishes i.e.
new for
Malta
 Involveme
nt of
experience
d Tunisian
chef
 Interior
theme of
Tunisian
country
Customer
Relationship
 Customer
database
manageme
nt
 Social
media
interaction
 Additional
offers to
loyal
customers.
Customer
Segments
 Local
people of
Malta
 Tourists
Key Resources
 Employee
Channels
 Physical

s
 Capital
 Physical
resource
resturant
outlet
Cost Structure
 Fixed
 Variables
Revenue Streams
 revenue per meal
 Profit from cultural events,
birthday, wedding and kitty
parties.
These are core elements of Fine & Dine restaurant that support in ensuring that all the
operations get performed in effective and efficient manner toward satisfying the customers need
and want (Zolnowski and Böhmann, 2014).
Summary and clear understanding of principal issues relevant to topic
The current topic of study is about the restaurant business plan for establishment of a
business within Valletta city of Malta which is rich in its culture or historical monuments. But in
order to determining the feasibility and soundness of the project the industrial analysis is being
performed in term of competition, opportunities present, growth, market to be approached etc.
By performing this study it has been identified that the country is full of opportunity as it provide
a great experience to visitors which ensures regular flow of tourist within the country. This in
turn provide an opportunity to the Fine & Dine restaurant to approach larger number of
customers (Mentink, 2014). Despite of all these it has been found that at initial stage it is crucial
to keep the price of product at affordable prices so that both middle and upper level classes can
have a easy access to food that help in penetrating in marketplace. Additionally it has also been
found that there are larger number of restaurant that offer cuisine food that are being cooked by
another chefs that are specialised in that particular cuisines. Therefore the competition is little bit
higher but as the Fine & Dine restaurant is planning to hire the chefs from Tunisia will be very

much helpful to them as they also become able to deal with the competition while offering the
real taste of the Tunisian dish and its specialised food i.e. Tunisian Brik.
Despite of all this there are certain issues that are related with the topic i.e. the
information is based on secondary data which is very much helpful in forming up the business
plan as well as strategies for future practices. But at the same time the information is old and if
the primary information would be able to presented for the Malta restaurant industry along with
the secondary industry will also be helpful. Additionally the report includes only the information
regarding the market its current situation as well as competition present in the industry and
doesn't involve any sort of information related with the political as well as legal situation of the
country which is consider to be one of the most crucial factor for the survival of a business.

CHAPTER 3: RESEARCHE METHODOLOGY
Research methodology is consider to be most significant part of the project which
contains a detail about the type of tools and techniques that are used to perform investigation and
presenting the data in effective manner. The current report is based on the business development
plan of the Fine & Dine restaurant which is planning to set up its business in Malta. But in order
to study about it there are number of methods, tools and theories are being used so that data can
be gathered in effective manner (Coppin and Miree, 2016). The models, tools and techniques
used for this investigation is mentioned below:
Selection of models for strategic analysis
For conducting the present report over business development plan of Fine & Dine
restaurant several models and tools are being used so that it become easier to determine the
actual condition of market and kind of strategy to be adopted in order to achieve the sustainable
market position. Hence for this the porter's five force model as a strategic analysis is taken into
consideration which support in performing a detailed investigation regarding the opportunity or
threat that are present in the market of Malta. This will also support in determining the actions to
be taken into consideration for achieving the sustainable position in the marketplace by getting a
information regarding the favourable factors.
Selection of clear aims and objectives
For performing investigation regarding the business plan of Tunisian restaurant the aims
and objectives are being set up that help in providing the guidance toward the direction to be
followed in order to successfully establishing them (Engle and Kumar, 2011). The objectives
mainly divide the main aim of the project so that achievement of objectives results into overall
accomplishment of aim behind the project. The aim and objective of the project are:
Aim: -
“ To develop business of Ethnic Tunisian restaurant that is specialised in Brik”. A study on Fine
& Dine restaurant
Objective: -
 To identify the market situation of Malta in 4 months to identify the feasibility of
restaurant.

 To determine the cultural aspects in Malta within 6 months for achieving sustainability at
marketplace.
 To ascertain the sources of fund for arranging 30% of capital from external sources to set
up business in a year.
 To approach 30% market share within a year to achieve competitive edge in market of
Malta.
Selection of appropriate research methodology
This section detail about set of tools and techniques that are used to gather, evaluate,
interpret and conclude the finding in more effective manner toward the accomplishment of main
aim behind the project. The tools and techniques are mentioned:
Research design:- It is refer to as a structure or plan for the list of procedures and
specification involved within an investigation in order to organise and control a research project.
The research design support in arranging and presenting the gathered information in more
meaningful manner with the purpose of making the information clear to the reader (Escobar and
et. al., 2015). There are mainly three type of research design such as experimental, exploratory
and descriptive. In current investigation the descriptive research design will be taken into
consideration as it support in portraying the information in more clear and detailed manner so
that better analysis can be performed to achieve desired result.
Research philosophy:- In an investigation two type of research philosophy are used such
as positivism and interpretivism. In order to perform this study the interpretivism philosophy will
be taken into consideration as it help in evaluating the information in more effective manner. In
addition to this it also help in analysing the data as per human perceptive which help in clearing
the fact in more effective manner.
Research approach:- Within a research there are mainly two type of approaches are
followed such as inductive and deductive (Fletcher, 2017). Among them the inductive approach
will be taken into consideration this is so because the study is performed by considering the
qualitative investigation and inductive approach is more suitable for the qualitative mean of
investigation. Despite of this it also help in gathering the data by considering the in-depth
evaluation of the information.
Type of investigation:- There are mainly two type of investigation that are taken into
consideration while performing an investigation such as qualitative and quantitative. Among

them the qualitative investigation is one which gathered the information in detailed manner while
considering the theoretical mean (Fletcher, 2017). On the other side the quantitative investigation
is refers to as the collection of information in the form of number, facts or figures. In order to
perform the study over the business plan of Fine & Dine restaurant the investigation will be
performed as per the qualitative mean of investigation as it help in gathering the information in
more detailed manner. In addition to this it also help in gathering the information about the
market condition, strategy used by the competitors, demand of customers etc. in the market of
Malta.
Sources of data collection:- It refers to the sources or the methods that are used for
gathering the information in more effective manner for performing the study over a particular
study area. There are mainly two type of sources through which data can be collected within an
investigation such as primary and secondary. Among them the primary data refers to one where
the information gathered for the first time about a particular issues, event or factor and not yet
been gathered by any other person. The primary information is mainly gathered through making
use of methods like survey, questionnaire, interview etc. On the other side the secondary data
collection methods refers to the process of gathering the information from already available data
in order to develop understanding regarding a particular study matters. The secondary data will
be gathered through sources like books, journals, articles, online sources. For performing this
investigation the secondary sources will be taken into consideration as the Fine & Dine
restaurant is planning to set up their business in Malta and for this they are required to study
about the current market situation from the online sources.
Research ethics:- As the current research project is based on the secondary data
collection method which require a researcher to ensure that the sources which the investigator is
selecting must be authenticate and reliable so that the readers may not get mislead after going
through the information. The researcher must ensure that the data must be gathered from the
reliable sources where the information is published after deep evaluation and analysis
(Fernández-Guerrero, Revuelto-Taboada and Simón-Moya, 2012). In addition to this the
published year must also be consider by the reader before adding the information to the study
and try to present only updated information so that more effective information can be presented
to support the market research of the Fine & Dine restaurant. This will support them in gathering

the most useful information which can be further used while setting up the business and
formulating the strategical objectives in order to provide direction to the project.
Feasibility analysis
The feasibility analysis is consider to be most required section of the business
development plan as it support in determining the validity as well as accuracy of the plan which
is being formulated in order to set up the Ethnic Tunisian restaurant. Hence for determining the
viability of the business development project of Fine & Dine restaurant the feasibility analysis of
industry is performed which support in determining the market condition in term of customer
expectation, competition, favourable factors, ways of setting up supplier networks and many
more that are crucial to survive in the market. Therefore the industrial analysis will be performed
that support in determining the attractiveness of restaurant industry related with the opportunities
as well as threat that are present. In order to determine the feasibility analysis, the Fine & Dine
restaurant can implement the porter's five force model (Etkind and et. al., 2017). A framework
that put emphasis over the five major factors that are present within the industry and together
decide the market attractiveness. By implementing this model the Fine & Dine restaurant will
be able to identify the actual status of the industry in context of profit that it will get with
establishment of the business. The porter's five force model for restaurant industry of Malta is
mentioned below:
Threat of new entry:- This factor put emphases toward evaluating about how much easy
it is for a business to start up its business within a particular industry and the type of barriers they
ave to face in order get enter into particular marketplace. The threat of new entry within the
restaurant industry of Malta is relatively moderate as the country is tourism attracted place and
because of which there are higher number of restaurant present within the country (Mintzberg,
Ahlstrand and Lampel, 2015). This make it difficult for the restaurants to set up their business
with same kind of content, but when the restaurants that came up with unique services or ideas
then it get highly appreciated by the customers ad tourist as well. Therefore, it may proves to be
a better opportunity for the Fine & Dine restaurants as they are brining totally a new concept by
setting up a traditional restaurant. On the other side it requires a lot of efforts and investment to
other when they try to copy the content of Fine & Dine restaurant. As a result of which it become
easier to achieve sustainability at marketplace and support in achieving the competitive edge.

Bargaining power of customer:- This section perform evaluation over the power that
customers have in order to demand the low price and high quality product or services from the
company. The Fine & Dine restaurant is planning to offer variety of dishes related with the
Tunisian Bick which will be the speciality of this traditional Tunisian restaurant. This is a kind of
unique offering therefore the restaurant have higher power over customer which provide them
the adequate power to charge higher price from the target market as they are offering something
new or unique to them which is not yet present in the market of Malta (Moreno-Izquierdo,
Ramón-Rodríguez and Perles-Ribes, 2016). The customers get ready to pay for this as the
uniqueness of the restaurant in term of its ambience and its speciality of Tunisian dish will
support in attracting them and provide them opportunity to earn higher profit.
Bargaining power of supplier:- This section perform an evaluation over the level of
power that the suppliers posses toward the company in order to supplier the material which is of
higher or lower price. The bargaining power of suppliers over the Fine & Dine restaurant is
relatively higher as it is required to gather the material for preparing the Tunisian Bick from its
origin country i.e. Tunisia in order to remain rich in its taste. In addition to this it is also required
to hire the Chef from the Tunisia country as well, so that the quality of dish may be offered in
same manner in order to gain better position within the country.
Threat of substitute:- This section put emphases toward evaluating the threats that are
present in industry in the form of substitute product that provide customers same services ta
affordable price (Morgan-Cross, 2013). The threat of substitute product is moderate with the
restaurant industry of Malta as the online food delivery operators are the substitute of restaurants
but the risk is not much higher as when people came to visit the places in Valletta then they
prefer to visit the restaurant in order to have their meal instead of ordering it over the interpret to
get the food at their places. In addition to this the food which the Fine & Dine restaurant
planning to offer is something new for this market and hence customers will not be able to get it
online.
Competitive rivalry:- This section perform evaluation of existing rivalries that are
present in the market and those having the capability of affecting sustainability as well as
profitability of the other players operating within the same industry. The competition within the
restaurant industry of Malta is relatively higher as from an article it has been found that the

around 2000 restaurant are already present in Malta. In addition to this regularly new restaurant
are opening in Malta that get managed by the young and enthusiastic chef in more effective
manner. Hence, the risk of competition for the Fine & Dine restaurant from existing player is
relatively higher (Munarim and Ghisi, 2016). Therefore it is required that Fine & Dine restaurant
must focuses toward to forming up the strategies in order to deal with this competition present in
market so that sustainability can be achieved.
CHAPTER 4: ANALYSIS OF RESULT
Clear presentation of results based on the strategic analysis
In order to achieve the success and sustainability within Malta it become very crucial for
Fine & Dine restaurant to perform a strategic analysis in order to determine the feasibility of plan
and its future success. Therefore the strategic analysis is performed by the Fine & Dine
restaurant with the help of Porter's five force model which perform an evaluation over five
major factor that are present within the industry in order to determine the position of a particular
organisation in it (Owens and et. al., 2016). By performing the evaluation over the porter's five
force model it has been found that the restaurant industry of Malta is quite attractive and a place
with full of opportunity for the establishment of the a restaurant business. As there are several
opportunity present in the market that attracted people to set up their business like market
demand for different food variety, regular flow of tourism practices.
By performing the strategical analysis with the help of Porter's five force model it has
been found that the threat to new business entry within the market of Malta is relatively
moderated as country is quite rich in its tourism services as a result of which the market easily
accept new restaurant entry when they bring up something unique of new idea to establish their
business for serving the customers. This is a greater opportunity for the Fine & Dine restaurant
as it is also working over totally a new concept by offering the famous dishes of Tunisian
country. Despite of this, the bargaining power of customers for the offering of Fine & Dine
restaurant is also very much low as it is offering the most famous and popular dishes of Tunisian
country are being offered in Malta which is not easily available within the country (Peng and et.
al., 2017). Therefore the Fine & Dine restaurant is also having the opportunity to grab the larger
market share along with the profitability as new and innovative concepts always attract people to

avail services and at the same time gain an opportunity to charge more amount for its food and
services.
But the unfavourable or riskier factor for the Fine & Dine restaurant within the Maltese
industry is that the competition is relatively higher as larger number of restaurants are already
present in the market. These may provide toughest competition to Fine & Dine restaurant as it
directly influence the customer bases as well as market share due to their longer existence
history. On the other side, the bargaining power of supplier is also relatively higher which is so
because the Fine & Dine restaurant is planning to offer Tunisian dishes with its specialisation in
Brik, most popular dish of that country (Ransley and Ingram, 2012). So in order to provide a real
taste of these dishes it has been decided by the restaurant to gather raw material for its food from
the Tunisia which results into higher bargaining by the supplier in term of offering raw material
for this.
Despite of this another favourable service is that the threat to substitute product is also
lower for the Fine & Dine restaurant. This is so because the substitute to restaurant is online food
delivery but in case of Fine & Dine restaurant its major targeted customers are tourist who likely
to have their food at the places which is nearby to their tourist related places for enhancing their
experience of a particular place (Shahzad and et. al., 2018). Therefore it also act as a favourable
factor toward the market acceptance for the Fine & Dine restaurant.
Appropriate analytical interpretation of results
By performing the strategical analysis in term of market as well as industrial analysis of
the restaurant sector of the Malta country it has been found that the favourable factor toward the
better performance of the Fine & Dine restaurant are more. Therefore, the location i.e. Valletta
city within Malta proves to be a better place for the establishment of this restaurant. From the
above mentioned report it has been interpreted that there are around 2.6 million tourists across
the globe visit Malta throughout the year (Singh, Baredar and Gupta, 2017). The volume of
tourism just get double after year 2010 and there is a tourists spending of €2.1 billion while their
stay in Malta. Therefore it can be said that when the Fine & Dine restaurant establish its business
in Malta it will get larger number of customers to approach which in help in getting the higher
profit as well as sales at the same time. This in turn help in generating more awareness in the
marketplace regarding the existence of Fine & Dine restaurant.

As per the above mentioned graph it can be said that tourism practices within the country
is continuously growing which was around 1.3 million within year 2011 that further get
increased to 1.6 million in year 2016 and expected to grow more in upcoming years. Therefore,
the market of Malta is a better place to start up business as it involve lots of opportunity.
Application of results to research objectives and literature
From the above mentioned information it has been identified that there are larger number
of opportunity present in the market place within Malta for running a restaurant business as
country in rich in tourism practices. This ensure millions of people visit each year within the
country and in tourism practices food plays a significant role in enhancing the level of
experiences that people have while visited the country (Song and Sakao, 2016). This in turn
encourage the chances of getting market acceptance much quickly if the Fine & Dine restaurant
become able to become popular among the tourist that visit Valletta city in Malta.

 To identify the market situation of Malta in 4 months to identify the feasibility of
restaurant.
But in order to achieve the acceptance within marketplace, the Fine & Dine restaurant
require to develop its understanding about the actual condition of the market and for this it
require to perform the market research 4 months before the establishment of business. This in
turn will support in determining the feasibility of the business idea (Song and Sakao, 2017). For
this the porter's five force model will be used by the Fine & Dine restaurant as it help in
determining the actual status of the industry and manner in which it is helpful toward the
execution of operations within business. From this analysis it has been found that the majority of
factors are in favour of Fine & Dine restaurant in term of its sustainability as well as success
within the market place of the Malta. Hence from this it can be said that this objective of
research to determine the feasibility of the business plan will get accomplished with the help of
industrial analysis using porter's five force model.
 To determine the cultural aspects in Malta within 6 months for achieving
sustainability at marketplace.
The respective manager of the company will hire localise people of Malta as the core
staff member who will perform basic activities restaurant and serve its customers in appropriate
manner. In the terms of cultural aspects it can be said that Fine & Dine restaurant will be able to
attain its sustainability within Malta within the upcoming 6 months as they have decided to use
localise people as its staff (Sotiriadis, 2018). It can be said that this strategy will work as the
great decision for the respective restaurant because its easier localise staff member to develop
their relationship with the customers and influence them, to become regular customer of the Fine
& Dine restaurant. Apart from this, it can be said that localise staff can also communicate to
customers and ask them for the regular based feedback. This will develop knowledge of staff
about the changing expectation of customers and their experience associated to the restaurant. In
addition to this, Chef of the Fine & Dine restaurant will also get knowledge about customers
preferences with the medium of staff member. Thus, chef are able to bring some required
modifications within their existing offerings. As a result, it can be said that Fine & Dine
restaurant will be able to attain its objective related to cultural aspect and sustainability in Malta
within the six months of its establishment in Malta.

 To ascertain the sources of fund for arranging 30% of capital from external sources
to set up business in a year.
As the competition within the restaurant industry of Malta the competition is relatively
higher which require the Fine & Dine restaurant to invest more for improving its services.
Therefore, it require more fund to arrange the resources, gathering raw material for preparing
dishes, transportation charges and promotional practices. Therefore the fund that the owner of
the Fine & Dine restaurant have not enough for starting up a business. Hence it require to arrange
fund from external sources in order invest it into the business. For this couple has decided to
approach the investors to provide them fund for setting up the business which is depend over a
totally new concept (Sularto and et. al., 2014). They get one investors who are authorised to get
around 30% of share within the profit of the business but are not eligible to get involve within
the business decisions. In addition to this the owners require one more shareholder who can
invest in the business in order to sources total of 30% capital to the business for starting up its
business. But as the idea of the business is totally new it will support in capturing the attention of
several investor as this is a win-win deal where the investors will get higher amount of return
over their investment as the idea is unique. Therefore it may get a chance to get accepted in the
business and at the same time will be proved as a profitable action toward success.
 To approach 30% market share within a year to achieve competitive edge in market
of Malta.
The overall business concept of Fine & Dine restaurant is new in Malta as Tunisian food
with its original taste is not available in the country. Along with this, it has been determined that
the restaurant manager will hire chef for Fine & Dine restaurant from Tunisia only who knows
about the basics of Tunisian food and techniques to make it properly with the cultural touch. In
the wholesome, it can be said that it would be easier for Fine & Dine restaurant to approach
almost 30% or more percentage of market share within the year by gaining competitive edge in
Malta (Zammit, 2014). In order to support this statement, it has been analysed that that usage of
quite different offering of Fine & Dine restaurant and unique taste directly influences interest of
customers. This influence will directly increase sales performance of the restaurant day by day.
This will result in the quick attainment of their sales goals (Deguara, Pace Bonello and Magri,
2018). As a result, the Fine & Dine restaurant will definitely able to gain competitive edge and
enhance their market share in quicker manner.

Identification of sources of competitive advantage and sustainability
The Fine & Dine restaurant is planning to enter into the market of Malta but in order to
achieve the sustainability as well as competitive advantage at market place it is very crucial for
the restaurant to manage its core competencies in effective manner (Fabri, 2016). This is so
because it will support the Fine & Dine restaurant in differentiating it from other competitors that
are present in market place. The main core competencies of the Fine & Dine restaurant will be:
 Core Cuisine food of Tunisia:- The most attractive feature of the Fine & Dine restaurant
that support it in achieving the competitive edge is its new food dishes belongs to Tunisia
country that it is offering within the market of Malta which is totally new. Hence the
restaurant is planning to offer the number of dishes that are famous in Tunisia as it is
highly demanded by the tourists (Markwick, 2018). Therefore it support the restaurant in
standing front of other competitors in market and be able to achieve sustainability by
offering new food and services.
 Speciality dish within various ranges:- In order to attract the customers toward the
offering, Fine & Dine restaurant is planning to offer wide range of Tunisian dishes
among them one dish will be kept as speciality dish named as “Tunisian Brik”. This dish
will be further available in variety of flavour, taste and preferences (Scicluna, 2017). This
will act as a factor that support in increasing the customers base that further contribute
toward achieving sustainability at marketplace.
 Cultural theme:- The Fine & Dine Restaurant has decided to develop its ambience as
well as interior over the theme of Tunisian culture. In order to develop the ambience of
this restaurant over the culture of Tunisia it has been decided that the wall colours,
paintings, furniture, utensils, dress of staff etc. will also be kept and decided in a manner
that each of them reflect the culture of Tunisia (Schembri and et. al., 2017). All of these
feature will be arranged in such a manner that it help in taking off the eyes of customers
toward them and they get ready to avail any kind of services from the restaurant. This is
so because it will reflect the real taste as well as offering so that customers' meal get
ended with a great experience. This essential feature of Fine & Dine restaurant will
support in attracting as well as binding the customers toward visit of restaurant. This in

turn will help the restaurant in getting easy acceptance within market place that brings in
sustainability at marketplace.
 Chef from Tunisia:- In order to achieve the competitive advantage at marketplace it has
been decided by the Fine & Dine restaurant that it will try to offer the real taste of
Tunisian dishes. For this it has decided to recruit the chefs from the Tunisia so that it
become much easier for the Chefs to offer high quality food as they are more experienced
in cooking such kind of food (Torpiano and et. al., 2016). This in turn help in keeping the
customers satisfied and at the same time influence them to maintain long term
relationship that contributed toward achieving the competitive edge at marketplace.
Selection of strategies for success
Malta is consider as the country which experience a visit of million of tourists each year
that in turn encourage larger number of people to establish their business such as restaurant,
hotels etc. Therefore the competition within Malta is relatively higher so in order to gain
competitive advantage and sustainability the Fine & Dine restaurant is required to adopt an
effective strategy that support them in performing well and dealing with the competition that is
present in marketplace (Grima, 2016). In order to determine the most appropriate strategy the
Fine & Dine restaurant would make use of Porter's generic strategy model that will support them
in determining the most adequate strategy according to the market condition as well as capability
of restaurant. This model is based over three basic strategy that support an organisation to
performing its operations in right direction with appropriate strategy which is mentioned below:
Cost leadership:- Within cost leadership model an organisation always try to become the
low cost producer within its industry in order to offer its product or services at lower possible
price. This can be achieved by improving the internal operations of the organisation so that when
it offer product or services to customer at lower price then it save its money by minimizing the
operational cost so that profit can be earned (Ebejer, 2019). By adopting the cost leadership
strategy the Fine & Dine restaurant become able to penetrate within the market of Malta much
easily. This is so because cost leadership strategy will support Fine & Dine restaurant in
approaching larger number of customers by offering high quality food of Tunisia in lower
possible prices.
Differentiation:- This strategy suggest that in order to achieve success within
marketplace an organisation must put emphases toward offering something unique to the market

that will highly valued by the customers. Under this an organisation mainly select one or two
attribute which the customers thing important and then uniquely position itself for satisfying
those need and want (Xuereb, 2017). By adopting differentiation strategy the Fine & Dine
restaurant become able to creates its brand image much effectively by differentiating it from
others. This in turn also support restaurant in demanding for the higher price of services that it is
offering to the market which in turn support it in achieving competitive edge.
Focus:- This strategy focuses over the choice of narrow competitive scope with industry
where the leaders mainly select a particular segment or group of segment from the industry and
develop its strategy accordingly (Galea, 2016). The focus strategy are of two type such as cost
focus and differentiation focus. Within cost focus strategy a firm mainly seeks over cost
advantage in its target segment (Cauchi, Rutter and Knai, 2015). On the other hand
differentiation focus is one where firm seeks differentiation in its targeted segments. In order to
adopt this strategy Fine & Dine restaurant is required to select a niche market first and then
either it offer its dishes at lower possible price or at high price if it have to capability to
differentiate it from others.
In order to achieve success within Malta, the differentiation strategy for the Fine & Dine
restaurant will be best possible strategy. This is so because restaurant is brining unique food i.e.
most famous dishes of Tunisia country among which Brik will be speciality of the restaurant
(Attard, 2019). So the operations cost will be high due to importing of goods, transportation and
other operational charges in order to offer high quality taste in its dishes. Therefore by offering
this unique and quality food the Fine & Dine restaurant can offer its services at higher price and
at same time earn higher profit.
Development of appropriate Business Model for the business
Business model is basically refers to as a plan of a business to perform its operations
successfully, determining the sources of revenue, intended customer base, detail of financing and
product. By presenting the business model it become easier for Fine & Dine restaurant to
represent the core operations they have to perform so that it become easier to execute them
effectively and achieve the sustainability at market place.
The Fine & Dine restaurant is planning to get established with the Valletta city of Malta
as a traditional restaurant offering Tunisian dishes with its speciality in Tunisian Brik. Its plan is
based on totally a new concept where its ambience is made in such a manner that each part of it

reflect about the Tunisian culture but the competition within country is relatively higher.
Therefore, to achieve the position in market the Fine & Dine restaurant decided to recruit high
skilled and experienced staff from Malta so that it become easier to understand the culture of
country and expectation of market. Additionally, the chefs from Tunisia will also be hired so that
real taste within the dishes of restaurant can be offered to target market.
In order to offer this food and services the Fine & Dine restaurant will target the tourists
as well as local people of Malta so that in off season of tourism profitability can be maintained in
the market place. Despite of all this for attracting the customers, restaurant has planned to
develop its interior as per the traditional culture of Tunisia country which includes lamps,
furnitures, colour, wall painting, seating arrangement, utensils, staff dress code etc. These all act
as a physical evidence for attracting and providing a greater experience to the customers so they
will to revisit the restaurant. In order to finance these practices it has decided that the 70% of the
fund will be added by the owner of restaurant through personal capital rest will be done by the 2
shareholders who will get 30% share within the profit of the restaurant but are not liable to take
decisions.
Appropriate synthesis and evaluation of research results, inferences and implication
From the above performed investigation over the attractiveness of market for restaurant
business within Malta it has been found that this is a smallest nation which is surrounded by sea
which make it more attractive place that experience a larger number of tourist visit throughout
the world each year. This create up the opportunity for the growth and success of hospitality
industry as food and accommodation plays a significant role within tourism practices. Therefore,
there are large number of benefits present within Malta for Fine and Dine restaurant. By
performing industrial analysis it has been found that factors like new entry to make, substitute
availability, power to customers etc. are in favour restaurant which support it in achieving
sustainability at marketplace. Despite of this, it has been found that it is also get identified that
the restaurant established over new ideas or offering are being highly appreciated and get
accepted by the market. These all provide larger number of opportunity to the restaurant for
performing the operations in effective manner and achieving sustainability at marketplace.
CHAPTER 5: CONCLUSION

Business plan schedule from raising capital stage by state/setting out key events / resource
requirements for successful operation of the business model
As per the information gathered above it has been found that Malta is best place to setup
The Fine & Dine restaurant as there are lots of opportunity present their which ensure its growth
and success. But in order to establish the business within marketplace it requires larger amount
of fund to invest it in several different part of the business. These are mentioned below:
 Start-up capital requirements:- This section detail about the amount which is required by
the owner's of Fine & Dine restaurant to execute its business plan in Malta which
includes details about the amount for taking building on lease, preparing interior, hiring
employees, purchasing utensils and inventory etc. For this the restaurant require
Activities Fund
Lease over restaurant £15000
Setting up of Interior £40000
Staff recruitment £5000
Marketing activities £40000
Purchasing inventory £30000
Utensils £20000
 Finding start-up capital funding sources:- In order to collect this fund for starting up the
operations of Fine & Dine restaurant require to determine several sources through which
fund can be generated. The restaurant is planned by a couples within Malta, where the
70% of capital required for its establishment will be their personal capital remaining 30%
capital will be provided by two shareholders who get around 30% share over the profit
but do not get the authority to take decision related with operations as well as running of
the restaurant.
 Revenue:- The revenue gained by the restaurant totally depends over the number of
tourist visit Malta in particular time period and the number of person that visit to the
restaurant. The tourism visit will be higher at the time of vacations like summer, winter,
Christmas and new year that help in achieving maximum revenue.

 Potential return on investment and profit margin:- This section provide the information
regarding the percent of return that investors get on their investment from the profit
earned by the restaurant. In Fine & Dine restaurant the return over investment for
investor will be around 30% and profit margin is about 32%.
Return on Investment
Description Year-1(£) Year-2(£) Year-3(£)
Net Profit 45000 50000 54000
Investment 100000 115000 125000
ROI 45.00 43.48 43.20
As per the above mentioned table it has been found that the estimated net profit for the
first year of Fine & Dine restaurant would be 45000£ when the investment will be 100000£ and
there would be a return of 45%. Within second year of investment the return would 43.20 over
the investment of 125000£. This estimated return on investment that support Fine & Dine
restaurant in attracting its investors and influence them to support in its establishment plan.
Profit Margin
Description Year-1(£) Year-2(£) Year-3(£)
Operating profit 20000 40000 70000
Revenue 180000 200000 225000
Profit Margin 11.11 20.00 31.11
From above table it has been estimated that the operating profit of restaurant would be
20000£ in first year, 40000£ in second year and 70000£ in third year. Additionally profit margin
of restaurant would be 11.11% that gradually increase in second year to 30% and around 31.11%
in third year.
These all are the fund which is required while establishing of restaurant within Valletta
city of Malta. Additionally in order to promote the restaurant and its offering the Fine & Dine
restaurant will organise a cultural event where the people along with their entertainment will get

delicious food of Tunisia. This in turn support in attracting larger number of customers toward
the offerings of restaurant and also help in creating awareness about it.
Appropriate synthesis between research and literature :-
In order to set up the Fine & Dine restaurant within Malta and achieving sustainability
market research is constructed to determine the actual position of the restaurant industry along
with opportunity and threats that are present in marketplace. By performing this it has been
found that the country holds up greater opportunity for the restaurant business as Malta is a place
where larger number of people visit throughout the world which increases the chances for food
businesses. Additionally the market also appreciate the one who came up with innovative ideas
in term of offering services. Despite of this by performing literature review it has been identified
that the competition is relatively higher within the marketplace and already 2000 approx
restaurant are operating within this small country. Additionally it has also been determined that
the raw material and other stuff is available at higher rate as the inflation rate is increasing. As a
result of which it will increase the cost of the company. But despite of literature also provide
some crucial information like Fine & Dine restaurant is offering new kind of food which allows
it to offer it over premium price. This in turn help in gaining higher amount of profit out of its
services.
Effective completion of aims and objectives set :-
The main aim is to achieve sustainability within the market place of Malta by establishing
a Tunisian restaurant specialised in preparing Brik a dish of Tunisia country and have certain
objectives as per its performance in marketplace that support it in getting sustainability in
marketplace. These aims and objectives of Fine & Dine restaurant get accomplished as it has
decided to firstly perform market research in order to develop strategies as per the market
condition and demand. In addition to this it is hiring the chef from Tunisia country in order to
offer real taste of the country and providing maximum satisfaction to the customers. Despite of
this restaurant is also inviting two shareholders to invest in business. These all factors support in
arranging all the resources that are required within establishment as well as operations that
ensure accomplishment of objective effectively.
Evaluation of main concepts and issues and discussion of critical success / failure factors
The concept of Tunisian restaurant is totally a new to Malta, which proves to be a major
point of attraction for the customers as they get a chance to experience the culture of Tunisia

while having their meal within a restaurant of Malta. This brings up huge amount of profit to the
country but apart from this there are certain potential risk that may be faced by the Fine & Dine
restaurant which are mentioned below:
Competition:- Malta is a tourism hub which motivate several people to set up their small
business in order to serve tourists and earn money. As a result of which the youngsters are
getting more and more involved within the restaurant businesses which create tough competition
to Fine & Dine restaurant and also affect its sustainability at marketplace.
Solution:- For dealing with competition, Fine & Dine restaurant must emphasize toward
firstly satisfying the local customers in order to create word-of-mouth publicity that not only help
in getting local customer but also tourists who came from different countries.
Fund raising issue:- Another issues that may faced by Fine & Dine restaurant is in fund
raising as setting up a business require lots of investment in term of establishment, hiring
employees, promotional events, arranging raw material from cross boarder and many more.
Solution:- For overcoming this issue this restaurant must focuses toward adopting non-
expensive actions that help in performing the task without costing higher. Additionally it can
keep reserve fund for fulfilling the financial requirement of particular activities.
Recommendations
Potential applications of findings to future management / policy or research issues
For offering high quality food the Fine & Dine restaurant has decided to hire chef from
the Tunisia country and on other side rest of the staff will be hired among the local people of
Malta so that it become easier to understand the taste and preferences of customers effectively.
But this may create cultural issues among the staff members that belongs to different cultural
background. Therefore it is recommended that in order to perform the future management
effectively the Fine & Dine restaurant must organise induction of chefs as well as other staff
members all together so that they would be able to understand one another and their remain a
smooth communicational flow. Despite of this there must be regular week meeting among chef
and staff members so that information regarding needs and expectation of customers can be
determine. Additionally it also help the serving person in gaining knowledge regarding the dishes
they are offering to customer so that they can clear the doubts of their customers.

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