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Assignment on Feasibility Study of Continental Breakfast

   

Added on  2020-01-07

53 Pages16986 Words520 Views
THESIS(The feasibility of a continental breakfastservice in Ghana by the year 2017)1

TABLE OF CONTENTSCHAPTER 1....................................................................................................................................51.0 Introduction................................................................................................................................5CHAPTER 2....................................................................................................................................62.0 Business Concept.......................................................................................................................62.1 General business description.................................................................................................62.2 Products and services.............................................................................................................72.3 Vision and Mission..............................................................................................................102.4 Goals and objectives............................................................................................................102.5 Target market.......................................................................................................................102.6 Value added.........................................................................................................................102.7 Specific features...................................................................................................................112.8 Who is involved?.................................................................................................................112.9 The window of opportunity.................................................................................................122.10 Legalities............................................................................................................................13CHAPTER 3 .................................................................................................................................143.0 FEASIBILITY RESEARCH .................................................................................................143.1 Product feasibility................................................................................................................153.2 Industry feasibility...............................................................................................................163.2.1 Porter's five force..............................................................................................................163.3 Market feasibility.................................................................................................................173.3.1 Size of potential customers...............................................................................................173.3.2 Target customers/ key customers......................................................................................173.4 Organizational feasibility.....................................................................................................183.4.1 Required qualification and skills......................................................................................183.5 Financial feasibility..............................................................................................................183.5.1 Start up capital..................................................................................................................183.5.2 Operating cost...................................................................................................................193.5.4 Profit and loss...................................................................................................................203.5.5 Statement of financial position.........................................................................................203.5.6 Statement of cash flow......................................................................................................21CHAPTER- 4 ................................................................................................................................232

4.0 BUSINESS MODEL...............................................................................................................234.1 Introduction to business model............................................................................................234.2 Strategic analysis of business idea.......................................................................................244.3 PESTLE analysis.................................................................................................................254.4 SWOT analysis ...................................................................................................................264.5 M's model analysis...............................................................................................................274.6 Selection of possible strategies ...........................................................................................284.6.1 Porters generic..................................................................................................................284.6.2 Blue ocean strategy...........................................................................................................294.7 Development of appropriate business model.......................................................................304.7.1 Business canvas model.....................................................................................................30CHAPTER -5 ................................................................................................................................335.0 business plan ...........................................................................................................................335.1 Industry analysis..................................................................................................................335.2 Ansoff Matrix......................................................................................................................335.3 Market analysis ...................................................................................................................345.4 Key customers......................................................................................................................355.5 Marketing plan ....................................................................................................................365.5.1 Marketing strategy............................................................................................................365.5.2 Marketing methods...........................................................................................................365.5.3 Marketing communication................................................................................................375.5.4 Distribution system...........................................................................................................385.5.5 Life cycle changes in the use of marketing mix ..............................................................395.5.6 Marketing segmentation...................................................................................................415.6 Organizational plan .............................................................................................................425.6.1 Ownership structure..........................................................................................................425.6.2 Management team background ........................................................................................425.6.3 Human resource management...........................................................................................435.7 Operation plan .....................................................................................................................445.7.1 Location............................................................................................................................445.7.2 Flow of orders for goods and services..............................................................................445.7.3 Technology utilization......................................................................................................455.8 Risk assessment...................................................................................................................453

5.8.1 BCG matrix.......................................................................................................................455.8.2 Exit strategy......................................................................................................................465.9 Time table for operations.....................................................................................................465.10 Financial plan ....................................................................................................................485.10.1 Financial need of the company.......................................................................................485.10.2 Major suppositions or assumptions.................................................................................48REFERENCES..............................................................................................................................49APPENDICES...............................................................................................................................514

CHAPTER 11.0 INTRODUCTIONUrban migration has brought immense implications on business activities in the cities ofmany countries. As of 2010, urban dwellers constitute 64% of the total population in Ghana.Workers in all fields thus have to wake up very early to avoid being late to work as a result ofintense traffic. This daily routine has made it more difficult for most workers who have busyschedules to have breakfast before starting the day’s work. This has created avenues for privatebreakfast services to provide breakfast services for workers at various food stands in the city.Workers, however, still form queues to get their breakfast at the various standpoints as a result ofincreasing demands leading most of them to forfeit breakfast for fear of reporting late at work.For this reason, MAG Breakfast intends to meet this rising demand by providing “at yourdoorstep” delivery services comprising breakfast ranging from cereal, grain and porridge. For the purpose of completing the proposal successfully the conditions of the market aswell as industry is being analyzed in an effective manner. Further detail expenses in relation tothe start up is being outlined. The present plan is comprised of detailed market, organizational,operational and financial plan. At last implementation of timetable would also be developed. Theproposal is secondary research as such the feasibility study carried out is on the basis ofinformation gained from primary investigation of other authors. An internal and externalsecondary sources from reports, the market and industry data bases, government statistics andother information sources are collected, compared as well analyzed in order to makedetermination of the feasibility of MAG Food and Delivery Services Limited.Relevant model that includes PESTLE analysis, porters five force, SWOT analysis,business canvas model and the product and industry life cycle model are being implemented inthe present proposal so as to make sure that positive results are obtained by organization. Teproposed business aims at starting operations in 2017. It is being assumed that by the end of firstyear the business would make profitability which will assist it in sustaining operations for thecoming years. Thus it will not fail. Each part of the present proposal aims at assisting thebusiness to be executed and survive in long run course of time. 5

CHAPTER 22.0 BUSINESS CONCEPT2.1 General business descriptionMAG food and delivery services Ltd. is a start-up company which focuses mainly onproviding high quality but affordable breakfast services in urban areas in Ghana. MAG food anddelivery services Ltd. is sole-proprietorship business. The company is owned by MaameGyamfua Obeng-Agyemang and intends to provide breakfast delivery services to workers ofvarious fields; Corporate bodies, Schools, Construction and manufacturing firms etc. The firm issmall business that is aiming to satisfy the requirement of huge customer base in an effectivemanner. The firm intends to provide quality and affordable breakfast services to the customers.At present the firm desires to introduce new range of breakfasts products for the customers. Thenew business is concerned towards enhancing the market share through the means of introducingnew range of products. The organization is dedicated towards offering new products as well asservices to the areas where there is need. MAG food and delivery services Ltd. has came intoexistence to offer breakfasts services at economical prices. The organization is wishing to makesuitable relationship with customers, suppliers as well as personnel that can provide value to theinterests and objectives of each party. The organization aims at offering greater satisfaction levelto the customers that will facilitate in increasing awareness of the organization within the market.Along with this such will enhance the base of customers for the organization to a significantlevel. The present concept of the business is being devised in order to serve the recent growingrequirements of the market with greater effectiveness (Anderson and Khedair, 2009). The mainaim is to provide the customers with affordable prices and greater breakfast products at a specificlocation. Thus quality with convenience is provided to the customers. Urban Areas in the Greater Accra region constitute the initial target market for Mag Ltd.These areas are highly concentrated with corporations of different charters. The demand forquality but affordable breakfast keeps rising with few service providers such as Koko Kingmeeting this demand. Alternative means of getting breakfast are the “road side” vendors,however their quality and hygienic standards remain questionable. 6

2.2 Products and servicesThe breakfast products of MAG Food and Delivery Services Limited include the following:Tom brownWheat porridgeRice porridgeMillet porridgeOat mealGreen teaFruit meal7

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