Maximizing Profits for Aberdeen Marina Club: A Dissertation

This dissertation aims to investigate the possibility of maximizing profits for Aberdeen Marina Club in the beverage and food industry. It includes a literature review, methodology, results analysis, and conclusion. The study identifies high consuming groups, product diversity, customer satisfaction, and cost impact on profit. The research is conducted by F&B Consultant Limited.

Running head: DISSERTATION
To Investigate the Possibility of Maximizing Profits (Beverage and food) for the client The
Aberdeen Marina Club
Name of Student
Name of University
Author Note

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Abstract
The dissertation aims in examining the possibility of maximization of the profits that are realized
by the Aberdeen Marina Club. The dissertation is divided into number of sections that gives an
understanding of the key requirement and the process of conducting the undertaken study. The
research has been conducted by following a specific methodology and by collection of the
primary and the secondary data. All of the research data has been collected primarily by the
method of survey, interview and by reviewing the literature in this field. The first chapter of the
dissertation identifies the critical aim and the objectives for the project along with the research
questions. The literature review chapter identifies the various sources of secondary data that
contributed to fulfillment of the research objectives. The chapter including the data analysis is
the main chapter of the study as it finds out the strategies that can help in improving the services
of Aberdeen Marina Club.

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Table of Contents
Table of Figures...................................................................................................................4
Chapter 1: Introduction........................................................................................................5
1.1. Background...............................................................................................................5
1.2. Research Aim............................................................................................................6
1.2.1. Research Aim.....................................................................................................6
1.3. Research Questions...................................................................................................6
1.4. Research Objectives..................................................................................................7
1.5. Rationale...................................................................................................................7
1.6. Structure of the Study...............................................................................................8
Chapter 2: Literature Review...............................................................................................9
2.1. Introduction...............................................................................................................9
2.2. Industries comprising of beverage and food services...............................................9
2.3. High Consuming group within the club..................................................................11
2.4. Possibilities in Maximizing Profits.........................................................................12
2.4.1. Diversity of the Products.................................................................................12
2.4.2. Customers’ satisfaction....................................................................................13
2.5. Impact of Cost on Profit.........................................................................................14
2.6. Chapter Summary...................................................................................................15
Chapter 3: Methodology....................................................................................................17

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3.1. Introduction.............................................................................................................17
3.2. Research Design.....................................................................................................17
3.3. Data Collection and Analysis Methods..................................................................20
3.3.1. Data Collection Method...................................................................................20
3.3.2. Data Analysis...................................................................................................21
3.4. Ethical Considerations............................................................................................21
3.5. Chapter Summary...................................................................................................22
Chapter 4: Results Analysis...............................................................................................23
4.1. Introduction.............................................................................................................23
4.2. Data analysis...........................................................................................................23
4.2.1. Demographic Data Analysis............................................................................23
4.2.2. Qualitative Analysis from Interview...............................................................26
4.2.3. Quantitative Data Analysis..............................................................................28
4.3. Investigation of the possibility of Improvising Profit.............................................37
Chapter 5: Conclusion.......................................................................................................38
Reflective Report...............................................................................................................40
References..........................................................................................................................42

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Table of Figures
Figure 1: The imports in industries comprising of beverage and food services................11
Figure 2: Representing the Research Onion......................................................................18
Figure 3: Illustrating the Research Data related to Gender...............................................24
Figure 4: Illustrating the Research Data related to Age group..........................................25
Figure 5: Illustrating the Research Data related to service level Satisfaction...................25
Figure 6: Illustrating the Research Data related to improving of the services..................29
Figure 7: Illustrating the Research Data related to improvement of the restaurant and bars
.......................................................................................................................................................30
Figure 8: Illustrating the Research Data related to redesigning of business strategies.....31
Figure 9: Illustrating the Research Data related to sector that needs improvement..........32
Figure 10: Illustrating the need of improving product services.........................................33
Figure 11: Illustrating the need of improving quality of services.....................................34
Figure 12: Illustrating the need of decreasing the price of food........................................35
Figure 13: Illustrating the different reasons for dining at the resturant.............................36
Figure 14: Illustrating the satisfaction level of cleanliness...............................................37
Figure 15: Illustrating the average spending.....................................................................38

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Chapter 1: Introduction
1.1. Background
The industry of Beverage and food is linked with hostile competition. It is significant for
the industries comprising of beverage and food services to stay at the top of the game so as to
increase the business profit. F & B consultant limited has an expertise in helping the clients in
improving the business performances. The aim of the research is to help Aberdeen Marina club
in improving their strategies so that the profit margin can be maximized. Therefore, the
Aberdeen Marina club is the client organization for the report.
Hong Kong’s industries comprising of beverage and food services has the potential of
continuous growth related to the catering business of industries comprising of beverage and food
services. The research project will be examining the strategies of maximizing the profits for the
clients. The research aims in collection of both primary data along with the secondary data to
assess if it is possible to increase the competitive advantage of the client company.
Industries comprising of beverage and food services
Hong Kong’s industries comprising of beverage and food services is characterized by
various trading activities, and therefore, this industry has potential for continuous growth. This
particular industry of Hong Kong provides a number of business opportunities, which include
business improvement in the restaurants, cafés and the takeaway chain. Therefore, effective
business opportunities can be seen in this particular industry. Hong Kong is known to be a
market, which largely depends on import with about 95% of products associated with beverage
and food are imported around the world. Therefore, researches can be done in order to increase
the business profits in the industries comprising of beverage and food services.

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Client’s Need
The industry of beverage and food is quite dynamic in nature and with the increase in the
new rivals are putting the industry leaders on notice. Therefore, it is necessary for the client
organization, Aberdeen Marina club to identify the strategies that can help in improving the
competitiveness and profitability of the company.
Company Details
Elite F & B Consultant is a consultancy firm that is situated in Hong Kong as it offers
comprehensive consulting services to the hotels and similar other organizations. The firm further
helps in creation and management of the projects. The professional of Elite consultant ensure
effective venturing into success and profitability.
1.2. Research Aim
The research structure is actually developed with the help of the aims and the objectives
that are identified for the research. Therefore, proper identification of the critical aim and the
standard objectives of the research is crucial.
1.2.1. Research Aim
The research aims in helping the client company in increasing their business profits for
maximizing the profits of the client company. It is needed for the client company to specifically
improve their business strategies so that effective business profits can be realized.
1.3. Research Questions
The undertaken study will be addressing the following research question-

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1. What are the possible ways of maximization of the profits of the clients?
The completion of the undertaken study will enable finding answers to the identified
research questions. The study, therefore, will be directed towards finding an appropriate
approach for identification of the issues faced by the clients along with the identification of the
effective strategies that can ascertain business benefit.
1.4. Research Objectives
The identified objectives for the research study that is undertaken are indicated as
follows-
 To identify the high consuming group within the club
 To review the product diversity
 To evaluate the customers’ satisfaction for further development
 To evaluate the current capacity of the restaurants along with the future needs of
the restaurants
 To determine the level of cost that affects the profit margin
 To develop high-end spending environment
The study will be based on the above identified objectives. The entire study aims in
evaluation of the identified objectives so that the study can be completed in a successful manner.
1.5. Rationale
The execution of the study is important for the client as well as the consultancy firm. The
client company has the potential for improving their business advantage and the competitive
advantage of the company. The F&B consultant aims in improvement of the own competitive

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advantage to enforce long term impact on the company. The research will mostly evaluate the
primary along with the secondary data of the research that will allow better identification of the
areas related to customers’ need and their satisfaction. Thus, it is justified to research about the
investigation of the possibility of maximizing profits for The Aberdeen Marina Club.
1.6. Structure of the Study
This section provides an insight to the expected format of the undertaken research study.
The brief description of each of the chapters of the research are indicated in the following
paragraphs.
Chapter 1: Introduction: This chapter is known for introducing the research topic that is
considered along with the aims and objective of the project.
Chapter 2: Literature Review: the findings of the previously published literature in this field are
evaluated to collect secondary data necessary for the specific research.
Chapter 3: Methodology: The tools and the techniques that are required for the collection and
the examination of the data that is needed for the research are outlined in the methodology
section of the report. The methodology chapter is important to identify the right tools for the
research.
Chapter 4: Results Analysis: The data collected is generally analyzed in this section and the
results of the analysis are clearly identified in this chapter. This chapter determines whether the
research objectives are fulfilled.
Chapter 5: Conclusion: The last chapter of the report concludes the main research findings and
also determines the extent to which the research has been successful.

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Chapter 2: Literature Review
2.1. Introduction
The literature review can be described as the narrative review of a scholarly paper that
mainly include the current knowledge related to substantive findings along with the theoretical
and methodological contribution of a particular topic. The review of literature substantially help
a researcher in understanding the current progress in that particular area. The review of the
literature helps in narrowing down the focus of a research to the identified research objectives.
There are certain key advantages of reviewing literature which include collection of the
secondary data that can help in collection of the primary data in the research. For this particular
research, a review of the literature is undertaken that will help in investigation of the various
possibilities of maximizing profits for the client, which is Aberdeen Marina Club. The research
is necessary as completion in the industry of beverage and food and its business has become an
entirely new tournament providing more business opportunities and increasing competition.
Therefore, analysis of the profits of the clients to the company is required to ascertain that the
intended profit margin is achieved. This can be done by analysis of the high consuming groups in
the club along with the evaluation of the current capacity and the future business needs in this
particular industry.
2.2. Industries comprising of beverage and food services
This particular industry in an organization is mainly involved in proper processing of raw
food materials, including effective packaging and distribution of the materials. The research is
focused on the industries comprising of beverage and food services of Hong Kong.

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Hong Kong is a part of China and it works under various political, economic and legal
systems. The industries comprising of beverage and food services of Hong Kong can be
described as an import dependent market that consists of over 95% of the beverage and food
products that are generally imported from different parts of the world.
Consumption
It is observed that consumptions of the fresh food by the total Hong Kong population is
almost 869 tonnes of rice, vegetables of 2258 tonnes, 4753 pig heads, 49 head of cattle, poutry of
29 tonnes in the year 2015 (Wu et al. 2014). Majority of these products are imported along with
the local producers.
In this context, the data about the local production are needed to be find out. The gross
value of the local agricultural production is near about MUSD 122 in the year 2015. This local
production provide 2% of the vegetable sin Hong Kong that is consumed by people, along with
95% of the live poultry and 6% of the live pigs are the production of the local firms. However, in
the recent years, the local production is mainly more keen on complementing than competing in
the major market suppliers (Sabir et al. 2014). Local production in the recent years have
increased in order to compete with the other major suppliers in the market. Therefore, it can be
concluded that there are effective business opportunities in the industry of industries comprising
of beverage and food services of Hong Kong.
In the figure below, the data related to F and B imports in Hong Kong is indicated in the
figure below-

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Figure 1: The imports in industries comprising of beverage and food services
The above graph shows that the total F and B import has reached BUSD 24 in the year
2015 and is seen to have a highest rate of import. The total import in china in all the field
represents about 20% in category of Beverage and food (Tan, Oriade and Fallon 2014).
Therefore, it can be concluded that there is a possibility of improving the business opportunity in
the this industry of of Hong Kong. Different strategies can be identified for the client company
Aberdeen Marina club after investigating the possibilities of maximizing the profits for the client
(Liu, Lee and Hung 2017.). Identification of the strategies for the maximizing the business profit
is subjected to understanding of consuming group, the product diversity along with the
evaluation of the current capacity of the restaurants so that effective business case can be
designed.
2.3. High Consuming group within the club
The Aberdeen Marina club is an exclusive retreat that offers an unrivalled selection of
restaurants, different leisure facilities and the various member activities. The club was founded

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in the year 1984 (Aberdeenmarinaclub.com. 2019). It is a private community where the members
and their families makes use of facilities of outstanding restaurants along with the service level.
Therefore, the identified high consuming groups of this club are the members and
increase in membership of the club will improve its business opportunities.
It is observed that the membership to the club is mainly exclusive to invitation and
therefore, the interested parties need to submit a letter to introduce themselves along with their
interest in joining the organization.
The club has highest membership fees and therefore, the high consuming group of the
club includes people of higher income group (Aberdeenmarinaclub.com. 2019). Therefore, the
members are considered to be the high consuming group within the club.
2.4. Possibilities in Maximizing Profits
The Aberdeen Marina Club has a possibility of maximizing the profits by contributing to
this particular industry in Hong Kong. In business of this particular industry, effective
identification of the different strategies that can help in maximization of the profit are needed to
be identified (Aberdeenmarinaclub.com. 2019). There are a number of possibilities of
maximizing the profit of the client company. Evaluation of each of these strategies can help in
identification of the strategies of maximizing profits.
2.4.1. Diversity of the Products
The club mainly serves as the customers from higher income group. Therefore, providing
diversity of products and services are the main requirement of the club. Providing an option of
diversified menu is one of the effective business strategy that can help in improving the business

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opportunities of the clients. Therefore, it can be seen that the club needs to work on providing
diversified products so that the business of the club is improved. It is necessary to ascertain that
diversified products are offered to the customers.
Product diversity can be described as a marking technique that many companies make
use of, to offer a variety of products to the customers (Suchánek, Richter and Králová 2014).
This has the capability of increasing the customers’ satisfaction, which can in turn help in
improving the business profits (Chang, Chou and Wen-Chien 2014). The diversification of the
product can be described as a practice of expanding original market of a product. The client
Company should invest improving the product diversity so that their existing business can be
improved.
2.4.2. Customers’ satisfaction
Customers’ satisfaction is extremely necessary criteria for business benefit. According to
Al-Tit (2015), the service quality and the food quality largely affects the customers satisfaction
and the retention of the customers (Petzer and Mackay 2014). The undertaken research aims in
improving the business processes of the client company and for that investigation of the quality
of service and the food quality for satisfaction of the customers is an effective need of improving
the business.
Customers’ satisfaction can be described as a measure to how products and services that
are supplied by the company is capable of surpassing the expectations of the customers (Ali and
Amin 2014). The satisfaction of the customers can be inidcated by calculating the number of
customers who have experience in the firm or its products or the services.

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Customer satisfaction is important as it helps in solving a maximum number of problems
that are faced by the customers (Lai 2015). Since the client company mainly deals with the club
members who are paying a high cost to be a part of the club, it is expected that the client
company will find effective ways for increasing the satisfaction of the customers.
There are a number of ways in which the client company can help in improving the
satisfaction of the customers.
Offering Proactive Customer Service: Proactive customer services can be offered to ascertain
satisfaction of the customer. The Aberdeen Marina Club need to work on improving the
satisfaction of the customers which in turn can help in improving the business and maximizing
the profit of the company (Borkar and Sameer 2014.). Proactive customer service can be
considered as an approach of improving the business of an organization (Lee et al. 2016). A lot
of business organization go out of their way in finding the potential problems that the customers
might be facing so that it can be easily resolved. Therefore, it is an effective strategy that can be
undertaken by the client company to improve their business profit. Proactive customer service is
therefore considered to be an effective strategy.
Providing Multi channel Support: It is necessary to provide a multi-channel support to the
members or the customers of the club so that the business of the client can be improved.
Satisfaction of the customer play an important role in improving the business of an organization
(Lim, Antony and Albliwi 2014). Solving the issues of the customers by providing support to
them through multiple channels can help in achieving the business benefits of the organization.

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Apart from that, customers’ satisfaction can be increased by prioritizing the demands of
the customers. Similar effective strategies can be undertaken by the club to ascertain that the
profits of the organization is increased.
2.5. Impact of Cost on Profit
The cost of the product has a high impact on the margin of profit in any organization in
industries comprising of beverage and food services. The cost of the services that is offered
might have both positive and negative impact on the profit margin of the organization. Costly
service may not offer a higher profit if the quality of the service is unsatisfactory (Psomas,
Vouzas and Kafetzopoulos 2014). It is critical to know that if the cost of a service is too high, yet
the quality is low, the customers will not be using those services leading to a decrease in profit.
Providing quality services in a high cost can however, increase the profit margin (Gorondutse
and Hilman 2014.). The profit margin of a company is increased if a particular service of high
quality is provided to the customers in a reasonable cost. This can be a strategy employed by the
client company to increase the business profit.
Therefore, the client company need to work on their customers’ strategy and the costing
of the services to ascertain that the profit margin of the company is increased.
2.6. Chapter Summary
The literature review chapter provides an idea of the current condition of Hong Kong’s
industries comprising of beverage and food services. The section identifies the opportunities
linked with the industries comprising of beverage and food services of Hong Kong. The review
of the literature further establishes the importance of customers’ satisfaction in increasing the
profit margin of an organization. The literature search identifies the major business requirements

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of the client company Aberdeen Marina Club, to identify the strategies of improving the business
benefit. The literature review helped in identification of the basic needs of an organization in
increasing the customers’ satisfaction, which in turn improves the business profitability. The
review of the literature published in the field of business profitability indicate that higher costing
of the product may not offer higher profit and therefore the client company might need to work
on their pricing strategy to improve their business profitability as well.

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Chapter 3: Methodology
3.1. Introduction
The research method chapter is critical for judging the reliability along with the validity
of methods that are being used in conducting the research project. The methods chapter identifies
the research settings along with the participants and the materials needed to perform the project
is the best possible manner (Kumar 2019). A research method can be described as a systematic
plan for carrying on a research (Flick 2015). This section identifies the research methods,
techniques and the philosophy used in this undertaken research along with the process of
collection and data examination of the data that is being collected.
3.2. Research Design
The design of the research, for this chosen study will be analyzed on basis of a suitable
research design. The design of the research will be used for defining the choice of data collection
and analyzing the data. The research onion model by Saunders is indicated in the following
figure-

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Figure 2: Representing the Research Onion
(Source: Saunders, Lewis and Thornhill 2007)
The research onion model depicted in the figure above is based on excluding three
philosophies including ontology, epistemology and axiology.
The onion’s layer 1 is based on the philosophical stances that include positivism,
realism, interpretivism and pragmatism.
The positivism philosophy is mainly associated with generation of hypotheses that will be
tested (Saunders et al. 2015). It will allow explanations, which are judged against the knowledge
which is accepted. Realism philosophy on the other hand is quite similar to positivism. This
philosophy considers that researchers are independent to social reality. Interpretivism theory

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refer to approaches that are effective in providing the needed emphasis on the nature of people’s
participation in both social and cultural life (Mayer 2015). The pragmatism research philosophy
on the other hand argues that constructivism and the objectivism philosophy can be considered to
be a valid way or approach of conducting a research study.
For this particular project of examining the process of improving the profit of the chosen
client organization, a positivism research philosophy is chosen.
The second layer of the onion, deals with the approaches that can be considered for
academic researches. The deductive approach involves development of a hypotheses or setting
up of the research questions and findings answers to the identified research questions. The
inductive approach indicate creation of theory from an existing theory.
This particular research does not involve creation of any new theory and therefore,
deductive approach is chosen. The deductive approach focuses on finding answers to the
identified research questions.
The third layer of the onion identifies the strategies that can be undertaken to finish the
completed research. The structure of the research onion in figure 1 identifies a total of seven
strategies that can be undertaken to conduct a research (Taylor, Bogdan and DeVault 2015). Out
of those seven strategies, the researcher has made use of the strategy of survey to collect the
primary source of data for analysis.
The fourth layer of the onion identifies the method that can be used for analyzing the
data collected from different sources. The onion identifies three distinct methods of analysis of
the research data, out of which, the mixed method is considered for analysis.

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3.3. Data Collection and Analysis Methods
The success of an academic research is dependent on the technique chosen for collection
and analysis of a particular data. Therefore, it becomes vital to identify the approaches that help
in completion of the research in an effective manner.
3.3.1. Data Collection Method
For conducting this research and to ascertain that the research is completed in an effective
manner, the researcher has chosen to collect both primary and secondary data for the research.
The secondary data is collected in form of the extensive literature review, while the primary data
will be collected from the members of the Aberdeen Marina Club, to understand the changes and
the improvements that are needed in the business processes of the club, especially in restaurants
and bars.
The primary data for the research is collected by surveying using the method of
questionnaire that will be available online and also in hard copy. The questionnaire can be
accessed by the respondents via internet. Along with the questionnaire, personal interview will
be conducted with the members. The members or the respondents will be chosen on basis of the
random sampling techniques.
Population and Sample-
As discussed earlier, the sampling technique that is chosen for the research include the
random sampling method. The sample size that is chosen for collection of the primary data in
form of survey is 35 members. The primary data for the research will be collected in form of

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interview as well. 5 members of the club will be interviewed to identify and collect data related
to the scope of improving the profit of The Aberdeen Marina Club.
3.3.2. Data Analysis
Both qualitative and quantitative techniques will be used for analysis of the collected
data. The secondary data that is collected will be analyzed by the method of qualitative
approach, while the primary data that is collected through online survey and interview
questionnaire will be analyzed using the quantitative data analysis method (Silverman 2016).
The quantitative analysis will be undertaken in the excel spreadsheet and values will be
generated by making use of pie charts and graphs. The data collected from interview will be
analyzed by the method of qualitative data analysis.
3.4. Ethical Considerations
The undertaken research is linked with collection of the primary data. For collecting the
primary data, the members of The Aberdeen Marina Club will be approached for both survey and
interview. Gathering both forms of data (primary and secondary) is subjected to a number of
ethical considerations which are indicated as follows-
1. The research participants’ safety should be prioritized as a part of ethical
considerations for the research.
2. The researcher is mainly responsible for maintain complete privacy and the
confidentiality of the information that is being shared by the participants.
3. It is required to obtain permission of each of the respondents prior to the collection of
data.

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4. Communication with the research respondents should be transparent and misquoting of
the information obtained from the researcher should be avoided.
3.5. Chapter Summary
The research methodology chapter has identified a number of tools and techniques that
are taken into consideration for performing the undertaken project. For this particular research,
the researcher has made a valid the use of positivism research philosophy and mixed method of
collecting the required data. In this research, primary along with secondary data will be
collected. The primary data will be taken into consideration by the methods of interview and
survey. The chapter defines the tools that will be used for analysis of the data that has been
obtained. The use of excel spreadsheet to analyze and compare the collected data has been
proposed. There are certain ethical considerations linked with the research which are indicated in
this chapter.

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Chapter 4: Results Analysis
4.1. Introduction
The section of results and analysis provides the evidence of the collected data and
documents the results of the collected data to check if the objectives that were identified are
fulfilled or not. The methods section has provided an overview of the methods used in collection
and analysis of the data. Two surveys were conducted, one is related to the dining experience of
the customers in The Aberdeen Marina Club, while the other survey is related to the need of
improving the business strategies that is followed within the organization. For collection of the
data needed in the research, the method of survey as well as interview is chosen. The data
obtained from survey as well as the interview will be analyzed to know about the service quality
provided by Aberdeen Marina Club so that the possibility in maximizing the profits of the
organization can be identified. The correct examinations of the collected data for the research is
needed to complete the dissertation in a successful manner.
4.2. Data analysis
The data from the secondary sources is generally obtained in form of the literature
review. Analysis of the collected data is done by making use of both qualitative and quantitative
analysis method. The data obtained from the interview will be analyzed by the method of
qualitative data analysis. The quantitative analysis method is considered for analysis of the data
obtained from the survey. Two separate surveys were conducted to obtain data related to the
dining experience of the members. Along with the surveys the interview is conducted to check if
the data obtained from the survey matches to the view of the two interviewee who were
considered for the interview purpose.

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4.2.1. Demographic Data Analysis
The survey that was conducted to address the need of improving the services offered by
the Aberdeen Marina club, involved demographic analysis as well. Out of total 35 respondents
43% of the research respondents were found to be female while 57% of the respondents were
male.
43%
57%
Gender
Female
Male
Figure 3: Illustrating the Research Data related to Gender
(Source: Data Based)
In the survey, the details of the age group of each of the respondents were considered as
well. The analysis of the data reveals that the respondents are within the age group 33. The figure
below illustrates the same-

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40%
60%
Age
18-25 Years
26-33 Years
Figure 4: Illustrating the Research Data related to Age group
(Source: Data Based)
Since the research aims in finding the need of improving the strategies for the client
organization, the respondents were asked the question, whether they are satisfied with the
services provided to them. Majority of the respondents answered in negative, which is illustrated
in the picture below-
80%
20%
Service Level Satisfaction
No
Yes
Figure 5: Illustrating the Research Data related to service level Satisfaction
(Source: Data Based)

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The above pie chart indicates that 80% respondent said that they are unhappy with the
services that are provided to them. This indicates that the services offered by the Aberdeen
Marina club needs enhancement in lot of the sector. For identifying the sector in which the help
is needed the most, the interviewees were asked to provide their opinion regarding the sector
where maximum focus were to be provided regarding improvement of the business strategies of
Aberdeen Marina club.
The demographic data indicates that there is a need of improving the services of the club
and therefore strategies for improving the same are needed to be identified. The service area in
which majority of the improvement is needed, is identified from interview as well as the survey
that is conducted.
4.2.2. Qualitative Analysis from Interview
An interview was conducted to collect primary data related to the operations of the
Aberdeen Marina Club and area in which improvement is needed in this club. Two interviewee
were chosen who are interviewed regarding the improvement needed in the services offered by
the Aberdeen Marina club.
At first, both the interviewee were asked about the need of improvement in the specific
services offered in Aberdeen Marina club. The main focus was given to the dining services that
the customers of the club avail from the club. Both the interviewee were separately interviewed
to collect authenticated data related to the strategies of improving the services offered by the
client organization. Both the respondents commented that the restaurants and the bar services
along with the dining experience of the organization needs relative improvement so as to bring
on certain improvement in the satisfaction level of the customers. As per the comment of both

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the interviewee, it is observed that the services offered by the Aberdeen Marina club is related to
high price of the products. The high price of the food products is one of the issue related to the
dining experience of the customers. With this data obtained from the interview, the issues in the
dining experiences of a handful of customers of Aberdeen Marina club was identified. The data
that is collected is matched with the response of each of the interviewee. Both the interviewee
complained about the number of food options that the club offers to its customers. The
interviewees said that there is lack of different food items in the menu which can be a major level
of dissatisfaction of the customers of Aberdeen Marina club. However, the response that is
obtained regarding the ambience and the music that the club offers to its customers were quite
satisfactory.
From the above interview, it can be concluded that one of the strategies of improving the
business opportunities of the client is to work on the options of the food that are provided to the
client.
The interviewee were further asked to provide their views regarding the process in which
the services of the said club can be improved. This question was asked to identify the factors that
are needed to be evaluated to bring on an improvement in the degrading services of the club.
This question was also asked separately to the two of the interviewee to obtain authenticated data
about the same. It is worth mentioning that both of the interviewee have complained about the
increase in the price of the products that are offered in the club. The problem or the issue is
multiplied with the fact that the club offers very few varieties of food in the menu. The high
price of the food items is a huge issue linked with the client that is Aberdeen Marina Club. The
data that is obtained from the survey further indicates that there is a need reducing the price of
products that is offered to the customers. The data from the interview therefore helped in gaining

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the needed understanding of the data in which the survey is to be conducted. Since both the
interviewee have specifically mentioned about the issue in the food and the dining experience of
the customers, a separate survey was held to collect data related to the dining experiences. That
data has considerably helped in providing an effective understanding of the needs of improving
the business strategies that is followed by the client organization, Aberdeen Marina club. The
quantitative analysis of the data is undertaken on the data that is obtained from the surveys to
identify the strategies that can help in improvising the business strategies of the client
organization.
4.2.3. Quantitative Data Analysis
The term quantitative analysis of data is linked with the statistical examination of the data
obtained in the survey. The quantitative data analysis is completed in the excel spreadsheet. The
entire survey is divided into two parts. A survey is done to identify the factors that can help in
improving the business strategies of the club. The second survey is mainly dedicated to the
dining experiences.
Improving the Business Strategies of the clients
The process of gathering the data by the technique of survey was to the point and
therefore, the respondents were interviewed about the needs of improving the services of
Aberdeen Marina club. The picture below identifies the respondents that have been obtained.

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Agree Disagree Neutral Strongly Agree
0
5
10
15
20
25
Aberdeen Marina Club needs to improve
their services
Figure 6: Illustrating the Research Data related to improving of the services
(Source: Data Based)
The pivot chart above gives an idea of the responses that are obtained. It is observed that
more that 80% of the respondents have agreed that there is a significant needs of improving the
services that the client organization are providing to their customers. This gives rise to the
question regarding the process by which the services offered by the club can be improvised.
The respondents were asked if they feel that the club needs an improvement in their
restaurants and the bar section. The responses are indicated in the chart below-

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Agree Disagree Neutral Strongly Agree
0
5
10
15
20
25
Aberdeen Marina Club needs improvement
in their restaurants and bar section
Figure 7: Illustrating the Research Data related to improvement of the restaurant
and bars
(Source: Data Based)
As identified from the interview, it is observed that almost all of the respondents have
particularly agreed to the finding that the restaurant and the bar section of the club needs
improvement. The dining experience of the respondents are needed to be improved and it is
identified from the interview as well. A total of 34 respondents out of all 35 has agreed that there
are certain issues with the restaurant and bar section and the services that are offered in the
restaurant and the bar section.
With the identification of the major issues that are faced in the club, the respondents were
asked to comment if there is a need of improving the business strategies. The responses are
illustrated as follows-

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Agree Disagree Neutral Strongly Agree
0
5
10
15
20
25
Aberdeen Marina Club needs to redesign
their business strategy
Figure 8: Illustrating the Research Data related to redesigning of business strategies
(Source: Data Based)
In this question as well, almost all of the respondents given their views in a positive.
Since a significantly wide number of respondents have agreed to the fact that redesigning of the
business strategies are needed, the client needs to think about the same. It is critical to identify
the factors that can help in improving the services that are provided to the customers of the club.
One of the main strategies in improvising the issues linked with the Aberdeen Marina club is to
correctly identify the problems that the customers of the club are facing and then acting upon the
same. In consideration to the above analysis, the survey respondents were asked to comment
about the sector in which the improvement is needed. The data is indicated in the figure below-

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Customer service Price Quality Restaurants and Bars
0
5
10
15
20
25
Sector in which improvement is needed
Figure 9: Illustrating the Research Data related to sector that needs improvement
(Source: Data Based)
There is a need of improving the customer services as per the responses obtained along
with the services of the restaurants and bars. The customer services can be linked with the
services that are offered in the restaurant and the bar section of the club. The improvement in the
dining and the bar section can significantly help in improvement of the customer service.
Therefore, of the strategies is to focus on improving the restaurants as well as the bar section of
the club.
The collection and examination of the data from the primary sources further reveals that
there is a need of improving the product and the services that are offered to the clients. The
results of the same is indicated in the figure below-

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Agree Disagree Neutral Strongly Agree
0
5
10
15
20
25
Need of Improvement in Product Services
Figure 10: Illustrating the need of improving product services
(Source: Data Based)
Almost all the respondents have agreed that there can be a considerable need of
improving the quality of the services and the products that the client organization is offering to
its customers.
There is a need of improving the service quality that is offered to the clients. A similar
question was asked to the respondents of the survey and the results of the same are illustrated as
follows-

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Agree Disagree Neutral Strongly Agree
0
5
10
15
20
25
Need of Improving Quality of Services
Figure 11: Illustrating the need of improving quality of services
(Source: Data Based)
There are maximum agreement to the fact that the quality of services that are offered to
the customers are needed to be improved. This is related to an important business strategy of
continuous improvement that the company needs to invest on.
Apart from that, in the interview, an issue related to the price of the products were raised.
Decreasing the price of the food and the beverage is needed to improve the customer service and
the dining experience. In the survey, the respondents were asked if decreasing the price of the
food in the organization is necessary. The respondents were agreed to the same. The data is
illustrated in the figure below-

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Agree Disagree Neutral Strongly Agree Strongly
Disagree
0
5
10
15
20
25
Decreasing the price of the beverage and
food can be an effective business strategy
Figure 12: Illustrating the need of decreasing the price of food
(Source: Data Based)
The figure above is illustrating that there is an issue with the price of the food and the
beverage. Therefore of the effective business strategy would be working on the same to decrease
the price of the product so that client satisfaction can be achieved.
Along with this survey that is conducted for improving the business strategies, a separate
survey was held to know about the dining experiences of the customers. One strategy is to
improve the dining experience. A separate survey was implemented in order to understand the
dining experience of the same.
Improving the Dining Experience
In the survey, the respondents were asked the reasons for dining in the restaurant. The
majority of the respondents indicated that family gathering is one significant reasons behind
dining is Aberdeen Marina club. The responses are indicated as follows-

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Figure 13: Illustrating the different reasons for dining at the resturant
(Source: Data Based)
The above pie chart indicates that one of the main reasons behind taking the services of
Aberdeen Marina Club is family gathering along with celebrations. Therefore, improving the
services of the club becomes a necessity. The respondents were further asked about the
ambience, satisfaction level, comfort, music and lighting. No such negative opinion were
provided by the respondents of the survey. However, there is some serious issue with the
cleanliness, which is needed to be addressed.

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Figure 14: Illustrating the satisfaction level of cleanliness
(Source: Data Based)
The above data indicates that the cleanliness in Aberdeen Marina Club is below average
and therefore, this is needed to be improved in dining experience.
The survey that was conducted further indicated that the staffs of the club were
knowledgeable and there have been no issue in food ordering. However, there is an issue related
to the items that are available in the menu. Along with that, the pricing of the restaurant is quite
high as well since the average spending of each person as indicated by the line graphs shows
average spending of each person to be $201 - $300. The graph is illustrated as follows-

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Figure 15: Illustrating the average spending
(Source: Data Based)
The above line graph indicates that the club needs to work on the average spending of
each person as the price of the food is high as well. The interview that have been conducted also
indicates the need of decreasing the price.
4.3. Investigation of the possibility of Improvising Profit
The above report identifies different factors that needs improvement in the Aberdeen
Marina club. The data analysis investigates the possibility if maximizing profit. The profit can be
maximized by improving the customer service, which can be done by decreasing the cost of the
products offered and incorporating more products on the menu/.

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Chapter 5: Conclusion
The conclusion chapter identifies the factors that contributes to improving the strategies
of Aberdeen marina Club. The key aim of the conclusion chapter is to check if the objectives of
the project are met.
The research aims in identification of the factors that aims in analysis of the main factors
that can help in identification of the possibilities of improvising the profits of Aberdeen Marina
club. It is identified that there is a need of improving the services offered to the clients by
improving the dining experience. In Aberdeen Marina club, the customers mainly comes with
their families and for celebration. The analysis of the data proves that although the ambience and
the behavior of the staffs of the club is quite good, there is a need for improving the products that
are offered to the client. Along with that, there is a need of reducing the price of the food
products to enhance the dining experience. As per the objective, the high consuming group in the
Aberdeen Marina club is found to be those customers, who come with their families and also for
celebrations. It is necessary for the Aberdeen Marina Club to design a business strategy that can
help in improving the services related to the dining experiences of the clients. The data analysis
chapter has identified the need of improving the dining experience of the customers. A number
of strategies are identified to improve the factors that can maximize the profit margin of the
company. Since there are no issues linked with the ambience and the behavior of the staffs, it is
quite necessary to address the factors linked to the price and the customer service offered by the
clients.
The data obtained from the literature review further indicates that there is a need of
addressing the price and the issues linked with the customers. The data analysis in both

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qualitative and quantitative method indicate that the factors linked with the improvement of the
business strategies of the clients are indicated as follows. The process in which the business
strategies of Aberdeen Marina club can be improved are discussed in both data analysis and
literature review section of the report. It is quite critical to identify the factors that needed
improvement and for that a survey was conducted. The results of the survey reveals that
improvements are needed in the areas of improving the customers experience in relation to the
dining experience.
Thus, it can be concluded that the research that has been undertaken have been successful
in a number of different aspects starting from improving the customer services along with
improving the dining experiences of the customers.
Scope of Future Study
There is a scope of future study in the particular research that is done in this field. The
scope of future study in the research are indicated as follows-
1. The survey that was conducted could have been more detailed by considering more
respondents apart from 35.
2. The survey related to the dining experience could be more detailed. A future scope in
the research indicates a more detailed strategy can be employed while understanding the factors
that can help in improving the business.
The above two points indicate the future scope of the research along with the
improvements that can be brought about in management of the different factors linked with
improving the business of an organization.

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Reflective Report
Working on this particular dissertation have been interesting as well as quite challenging
for me. This dissertation have allowed me in learning the technique of writing a dissertation
along with the process in which data related to the research can be identified. I have enjoyed
working on this dissertation particularly because the chosen project has reflected by area of
interest. Aberdeen Marina club is a famous club and working on the dissertation in relation to the
various factors that can improve the business strategies of the club.
However, I have faced certain challenges while writing the dissertation. The main
challenge is linked with the collection of the primary data. The major challenges have been
approaching the respondents who have participated in the survey. The survey respondents were
chosen by a random sampling method. The survey that have been conducted have helped me in
understanding the process of collection and analysis. I have achieved the skills of data analysis
that is needed in analysis of the data of the research. Working on this dissertation have been a
great opportunity of career growth. The skills that are developed during the course of project
management involves effective research skills along with the skills of time management. The
personal development needs have been identified in this dissertation as the project has provided
an opportunity of understanding the need of knowing a proper research objective and the
question of the project. The project has provided an opportunity of gaining a significant
knowledge related to different research methods that are considered for completion of the project
as per the plan. In this dissertation, I have identified certain research gaps as well. If I had to do
the dissertation once again I would look after those identified issues so that the project can be
executed in a more proper way. I found the topic quite interesting although I faced certain
challenges while writing this dissertation. The collection and examination of the data falls under

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one of the primary challenges while the project has provided me with the opportunities of
understanding the factors that contributes to the successful execution of the project. One such
opportunity being completion of the project by identifying effective methods that can help in
completion of the project as per plan. The project has helped me in improving my research skills
and the skills related to collection and analysis of the data. The personal development process in
the undertaken project have been quite interesting and I have gained substantial knowledge
related to research questions, objectives and the research problem.
The report have helped me in improving my communication skills, both written and oral
communication. This research project would add to my work experience as it has provided me
with an opportunity of undertaking similar works in future. I could easily manage the completion
of the project alone which have helped me to improve the level of my self-confidence. I have
achieved the confidence that I would be able to undertake similar projects in future.

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