Business Plan

Business Plan

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Executive summary ....................................................................................................................1
Objectives ...................................................................................................................................1
Mission........................................................................................................................................1
Vision .........................................................................................................................................1
Location and layout ....................................................................................................................2
Products or service description...................................................................................................2
Target market .............................................................................................................................2
Competitor analysis ....................................................................................................................3
Environmental analysis ..............................................................................................................4
SWOT analysis ..........................................................................................................................6
Marketing strategy .....................................................................................................................7
Equipment budget ......................................................................................................................7
HR ..............................................................................................................................................8
Finance .......................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Executive summary
La Casetta will be a multi cuisine restaurant, locally owned came up with creative and
innovative approach in facilitating combination of different cuisine with unique presentation and
delicious taste. An interior of the restaurant will be based on Aircraft theme where people feel
like they are sitting in the aeroplane. The uniqueness of the restaurant will be that it will be
organizing different events on a daily basis where it will be calling famous singers and DJ for the
people so that they can enjoy the food and drinks with music and dance (Brinckmann and et.al.,
2019). Furthermore, an entrepreneur will be providing deeper insights towards the location,
analysis of competitor, segmentation and targeting, internal and external analysis, financial
budget etc. so that an effective business plan could be framed.
Objectives
 To establish the presence as the successful restaurant and to gain a wide market share in
London by 5% till end of 2020.
 To expand the business by opening more outlets in other city Of United Kingdom.
 To become leading restaurant in the entire London
Mission
 To ensure in providing a best experience with prompt service, professional and courteous
environment.
 To maintain a comfortable, well maintained and clean premises for the staff and the
guests.
 To facilitate a unique experience to the customer and serving the food as per their
specifications.
 To provide a comfort and safe environment to the guest with amazing photo-booth and
aircraft experience.
Vision
To develop an extraordinary dining experience aiming for being a best multi-cuisine
restaurant with fun atmosphere which induces the customer to visit frequently.
Location and layout
Idea is to establish an outlet in the crowded mall which is preferably the most prominent
in London, United Kingdom. Later on, more effort will be made on further development of more
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and more retail restaurants within the crowded area of London (Brinckmann and Kim, 2015).
Rental premises will be taken wither in the mall and for the retail outlets in the south Ealing area
of Birmingham, London. The layout of La Casetta includes the dining room, serving line, kitchen
that has been designed for flexibility and an efficiency to accommodate fluctuation in the
customer traffic and the period of peak meal.
Products or service description
The restaurant will be offering a multi cuisine dishes that involve Italian, Mexican, Thai,
Continental and Chinese. Dishes will be presented as the blend of all the cuisine with unique
presentation and facilitates quick service with proper greeting. In respect of the service the
restaurant will be offering wifi facilities, card payment facility to the guests. La Casetta will
attracts large number of the prospective customers with offering a unique and exciting
experience (Gabler and et.al., 2017). High quality food, professional service, friendly
environment and an entertaining environment will be provided to the customers.
Target market
Segmentation: La Casetta will be segmenting its customers as per demographic where it
will be dividing its market on the basis of the age, gender, family, occupation, income and
education etc (Watson and McGowan, 2019). Mainly the restaurant will attract youngsters for
brining their family and the friends with innovative environment. It will be setting up its menu as
per the taste and preferences of different age group people so that all the people can visit the
restaurant and enjoy the cuisine with different interior and presentations.
Targeting: La Casetta will be using differentiated targeting strategy where it will focuses
on the larger groups in the over all market of London. It will target high and middle class income
group people as such people go for a restaurant on a frequent basis and are willing for spending
their money on the good dining service area at the value pricing. This restaurant intends fro
catering desire of the teenagers, family and youngsters in London.
Positioning: Mainly positioning strategy of La Casetta will be creating an image of the
food junction where the guest will be visiting for meeting their preferences. In the minds of
tourist also, an entrepreneur will be developing an image of the luxurious restaurant where they
will be feeling a world class venue along with the standard quality of the food (Simón-Moya and
Revuelto-Taboada, 2016). The product will be prepared with fresh ingredients and enhanced
presentation so that people feels hygienic eating and desires to visit again and again.
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