Consultancy MN5070 Report

This report covers various scenarios and tasks related to consultancy in MN5070. It includes analysis and recommendations on fast food restaurant, new magazine publication, meat replacement, and statistical consulting. The report provides insights on market entry analysis, PESTLE analysis, hypothesis testing, and problem definition worksheet.

MN5070

Table of Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
PART 1............................................................................................................................................3
Task 1: Fast Food Restaurant.................................................................................................3
Task 2: New Magazine Publication........................................................................................5
Task 3: Meat Replacement.....................................................................................................6
PART 2............................................................................................................................................8
Task 1: Statistical Consulting.................................................................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................10
Appendix........................................................................................................................................11

Introduction
The given report document includes set of tasks which are divided into 2 parts and are
guided by various scenarios. This will build on providing with core understandings of technical
knowledge being objected in MN5070 practice of consultancy.
Main Body
PART 1
Task 1: Fast Food Restaurant
Client business
The client business namely, Beef Shake is also a fast-casual restaurant chain with almost
12 restaurants being located in London. The provided business is being operated under the
management of Jack Raeburn as its CEO and has a decent scope in regards to adopting a
franchise model (Brown and Lazar-Kurz, 2021). From the analysis of the case study of the
restaurant business, it can be said that business wasn’t able to operate well due to the
improvement of lockdown situations in domestic regions by the UK government. The given
report will find the root cause of the issue being identified (Abu-Bader, 2021).
Problem
Beef Shake since in incorporation in May 2000 till 2014 had a great deal of operational
tasks in regards to supporting decent growth of the business. However, between 2014 and 2019
growth rate was steady, further now due to the outbreak of COVID-19, sales and associative
profits for the company had declined. Being contracted by the CEO of the company to find the
root cause of the problem (Hilmersson and et. al., 2021). It was discovered that the respective
company had a good hold on its strong brand image, quality of food, customer choice and menu,
customer service and team dynamics among its employees. However, failure to display the use of
digital technologies is the most potential root cause of declining sales for the firm. As a result of
the lack low online presence of the restaurant, it wasn’t able to operate in a lockdown situation
(Gupta and et. al., 2021).
Problem definition worksheet

Key issue trying to be addressed
and its importance.
The issue that is being tagged to be
resolved relates to lack of using digital
technology at Beef Shake.
Who is it a problem for?
The stated problem is leading to dropping
revenue of the company. The problem is
for CEO of company and relative
stakeholders.
Social and cultural factors
shaping this problem?
Due to government guideline in specified
region which was of lockdown and
concludes under social and cultural
factors shaped the given problem.
Evidence of making worthy
investment.
The given restaurant firm operated
effectively for 14 years since from its
incorporation.
Alternative way of think.
Performing use of business models in
respect to managerial aspects would be
potential alternative manner to resolve of
the issue.

Issue tree
Recommendations on how issues might be resolved
On the basis of the above business situation being analysed and preparation of problem
definition worksheet and issue tree there are several recommendations that can be drawn. Such
recommendations will develop an effective basis for working for the business firm and is deemed
to resolve the issue or challenge faced by the business firm (Kaitila and Lehmus, 2021);
 Performing frequent market researches: The managers of the respective business firms
are recommended to perform regular market researches. This will aid the company to
acquire knowledge about trends in the business market. It will enable the firm to perform
descriptive operations and deliver qualitative results of resources as input invested in
business operations (Zou and Yu, 2020).
 Developing technology innovation: Company managers are recommended to take more
and more use of technology resources. This will enable better company efforts and derive
critical pathways to handle the uncertain business environment (Kim, 2018).
Task 2: New Magazine Publication
1. Estimation of total market size and potential market share for estimation of UK circulation
revenues in first year
For Gerimi, estimated market size includes 500000 people and market share of 20% of
UK market with assumption that the company will achieve interest of consumers in period of 6
Lack of use of digital
technology
Technical department Improper budgeting
system
Lack of market
research

months. Moreover, the estimated circulation revenue of the company is £2 million in the first
year.
2. Kind of research the company could conduct for evaluating demand for fold out posters
For this, observational research could be conducted as it can permit the marketers to see
what their subjects really do at the time to confront with ample number of situations and
practices of competitors. With this research, the company could evaluate demand through
analysing demand of consumers towards competitor’s products and magazines (Lawrence,
2019). The company would go ahead with observation research as it can assist in observing
effects of risk factor and diagnostic interventions so to make some changes.
3. Short statement for clients for summarising findings and recommendation
Market size of 500000 people and potential market share of 20% of UK is effective for
Gerimi to attain expected circulation revenue of £2 million in the first year. It is recommended to
the company to conduct observational research to evlaute demand for fold out papers.
Task 3: Meat Replacement
1. Relevant market entry analysis for Zonder
Managers at Zonder i.e., a Dutch food company producing plant-based meat replacement
since 1997. Managers raised a decent slogan which was ‘Meat Without Meat’, the products
delivered by the company are made from soya, fungi, or protein wheat. For the scenario, client
business is eager to negotiate with other retailers to introduce their products in UK markets,
therefore an effective market entry model is being taken into consideration. In the given context,
the output of the direct investment (Du and Li, 2019) Market Entry framework is being taken
into consideration. Under the framework respective company will engage its operations with
other retailers providing them with some commission benefits (Morton, 2021).
2. PESTLE Analysis for Zonder
The PESTLE analysis of Zonder is following:
 Political factors- These factors are related to rules and regulations which are developed
and formulated by government of UK (Tartan and Ciflikli, 2018). The political factors
are essential to be followed by Zonder in order to develop best food output with safety
standards. The management of Zonder follows all political factors in a precise manner to
conduct ethical business. Political factor also includes BREXIT which has changed
business pattern and different functions of Zonder.

 Economic factors- The economic factors are related to monetary policy designed and
determined by finance ministry of government. Zonder also considers various economic
factors such as inflation rates, deflation rates, GDP and national income to conduct
ethical business in marketplace.
 Social factors- These are the most important factors which includes the traditions and
culture of society of UK (McLeod and Schapper, 2020). This also includes buying
behaviour of consumers and their beliefs towards the business entity. This approach also
helps a business to develop effective internal environment for the employees.
 Technology factors- The technology related factors are considered as one of the major
factors that are used by a business to perform accurate and quick operations. Also the
technological factors for Zonder includes use of advanced computer and software like
customer relationship management software.
 Legal factors- These factors include rules and laws developed by legal authorities for a
business organisation and its function. Zonder is a company which is involved in
development of goodwill and reputation in marketplace for conducting legal practices.
 Environmental factors- In the functioning of a business at the marketplace, the
environmental factors play a major role. The environment related laws and policies of the
UK government are followed by Zonder in order to conduct ethical business.
3. Opportunities and threats facing Zonder
Opportunities- Expansion of the business in other cities of London is a type of major
opportunity that is present for Zonder. The company can increase its profitability and market
value in a set period of time with the help of expansion opportunity. The other opportunity for
Zonder is to use application of information and technology in its major operations and functions
to perform accurate and quick operations. This also includes application of customer relationship
management software to establish effective relationship with customers (Oliver, 2018).
Threats- The major threat for Zonder is from current competitors which are declining its
sales turnover ratio. New competitive rivalry which are planning to enter UK marketplace are
also major threat for the company. There is a need of development and preparation of an
effective strategy, in order to deal with competitors.
4. Synthesising findings and creating set of deliverables

For Zonder, it has been found that factors of PESTLE Analysis that are to be considered
by managers are political leader’s decision, including Brexit, buying behaviours of consumer and
technological innovations. At same time, economic elements, ecological aspects and laws
provides guidance to venture for conducting practices ethically. They opportunities available to
the venture are increasing profitability and market value in a set period of time, application of
information and technology as well as application of customer relationship management
software. While threats faced by the establishment is new competitive rivalry. For the purpose of
combatting threats, the company is recommended to improve on existing products or service and
emphasis more on needs of stakeholders.
PART 2
Task 1: Statistical Consulting
Interpretation of table 2.1
For the interpretation of table 2.1, it can be said that, out of total number of respondent
i.e., 120 most of them recorded with the frequency of considering Zap application for ultra-rapid
grocery delivery. Furthermore, it can be said that, more than 50% of individual respondent were
being reported with the result thus, it can be said that Zap company have a decent brand image in
the online market.
Interpretation of table 2.2
Null hypothesis
The proportion of consumers who consider using Zap is equal to 50%.
Alternative hypothesis
The proportion of consumers who consider using Zap is greater than 50%
Hypothesis test: Table 2.2
Being reflecting table 2.2 mentioned in the appendix section of this report, it can be said
that the Binomial test was being conducted. Through the interpretation of the test, it can be said
that as denoted by significance value so obtained i.e., .035 or P= .035. Therefore, it can be said
that, as P<.05, thus, alternative hypothesis will be selected. From this, it can be stated that The
proportion of consumers who consider using Zap is greater than 50%. (Morgan and et. al., 2019).
Interpretation of table 2.3
Null hypothesis

The proportion of consumers who consider using Zap is not different between those who
are comfortable with mobile technology and those who are not.
Alternative hypothesis
The proportion of consumers who consider using Zap is different between those who are
comfortable with mobile technology and those who are not.
Hypothesis test: Table 2.3
Being reflecting table 2.3 mentioned in the appendix section of this report, it can be said
that the Chi-square test was being conducted. Through interpretation of the conducted test, it can
be interpreted that, the test denotes a significance value of 0.001 which is less than 0.05. Thus it
can be stated that alternative hypothesis will be selected (P<0.05) which tells about, The
proportion of consumers who consider using Zap is different between those who are comfortable
with mobile technology and those who are not.
Conclusion
From the analysis of the given report, it can be concluded that there were several aspects
which were being presented in the report document. It can be said that through accomplishment
of desired task and activity aims an individual develops effective understanding of market
environment.

References
Books and Journals
Abu-Bader, S.H., 2021. Using statistical methods in social science research: With a complete
SPSS guide. Oxford University Press, USA.
Gupta, A., Dwivedi, D.N., Shah, J. and Saroj, R., 2021. Understanding Consumer Product
Sentiments through Supervised Models on Cloud: Pre and Post
COVID. Webology, 18(1).
Hilmersson, M., Johanson, M., Lundberg, H. and Papaioannou, S., 2021. Serendipitous
opportunities, entry strategy and knowledge in firms' foreign market
entry. International Marketing Review.
Kaitila, V. and Lehmus, M., 2021. Post-Covid Recovery Scenarios for the Travel Industry (No.
100). The Research Institute of the Finnish Economy.
Kim, J., 2018. Market entry strategy for a digital platform provider. Baltic Journal of
Management.
Morgan, G.A., Barrett, K.C., Leech, N.L. and Gloeckner, G.W., 2019. IBM SPSS for
Introductory Statistics: Use and Interpretation: Use and Interpretation. Routledge.
Morton, S.D., 2021. From the Career and Artistic Development Committee: Networking and
Resiliency through Covid. Flutist Quarterly, 46(2), pp.21-22.
Zou, L. and Yu, C., 2020. The evolving market entry strategy: A comparative study of Southwest
and JetBlue. Transportation Research Part A: Policy and Practice, 132, pp.682-695.
Du, J. and Li, M., 2019, June. Research on Market Entry Order and Product Development
Strategy of Aerospace Components Based on Game Analysis. In 2019 Chinese
Control And Decision Conference (CCDC) (pp. 4168-4172). IEEE.
Brown, S. and Lazar-Kurz, Z., 2021, June. How a Creative Product Evolves: A Structural
Analysis of Creative Trajectories in Graphic Design: Short title: Creative trajectories
in graphic design. In Creativity and Cognition (pp. 1-5).
Lawrence W. G., 2019 The politics of salvation and revelation in the practice of consultancy.
In Tongued with Fire (pp. 165-179). Routledge.
McLeod S. and Schapper, J. H., 2020 Understanding Quality in Planning Consultancy: A Review
and Synthesis of the Literature. Journal of Planning Education and Research,
p.0739456X20943928.
Oliver C., 2018 Reflexive inquiry: A framework for consultancy practice. Routledge.
Tartan E. O and Ciflikli, C., 2018, July. An android application for geolocation based health
monitoring, consultancy and alarm system. In 2018 IEEE 42nd Annual Computer
Software and Applications Conference (COMPSAC) (Vol. 2, pp. 341-344). IEEE.

Appendix