Final MBA Thesis Assignment

Running head: FINAL MBA THESIS
Final MBA Thesis:
Setting up a Gourmet Food Store- Case study of Graucob's Store in Dubai
Name of Student:
Student ID:
Name of University
Author’s Note:

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FINAL MBA THESIS
Acknowledgement:
I would like to take this opportunity to thank all those people who have been a great help in
completing the dissertation/business plan. These people had led me and helped me to know my
hidden potential and strength and utilize it in the best possible way in the undertaken research. I
would like to express my deep gratitude towards supervisor for his constant monitoring and
commendable and exemplary guidance, which has led me to complete the dissertation in the due
course of time. The guidance and unconditional support provided by him not only helped me a
lot during the thesis completion but also will remain with me for a longer time period on the
journey of my life. I would like to express my deep gratitude to all the participants who lend
their valuable input to develop an understanding about the ground realities of initiating a new
business in Dubai and the factors that has been having an impact on its set-up. Moreover, I
would like to thank my family and friends who have remained a constant source of
encouragement and support without which this task could not be completed.

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Table of Contents
Chapter 1:.........................................................................................................................................6
1.0 Introduction:..........................................................................................................................6
1.1 Overview of Project:..............................................................................................................6
1.2 Market Overview:..................................................................................................................7
1.3 Mission Statement:................................................................................................................8
1.4 Overview of Business Plan:...................................................................................................8
1.5 Project Aims and Objectives:................................................................................................8
1.6 Strengths/Weakness of Research:..........................................................................................9
1.7 Structure of Research Study:...............................................................................................10
Chapter 2: Literature Review:.......................................................................................................12
2.0 Introduction..........................................................................................................................12
2.1 Healthy Eating.....................................................................................................................12
2.2 Local Sourcing.....................................................................................................................14
2.3 Market Analysis and Demand.............................................................................................15
2.4 Market/Industry Issues.........................................................................................................16
2.5 Significance of Small Business:..........................................................................................16
2.6 Food Hygiene:.....................................................................................................................17

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2.7 Summary:.............................................................................................................................18
Chapter 3: Business Plan...............................................................................................................20
3.1 Business Plan:......................................................................................................................20
3.2 Business Planning & Structure:...........................................................................................22
3.3 Business Name:...................................................................................................................22
3.4 SWOT and PESTLE Analysis:............................................................................................23
3.5 Business Time Plan:............................................................................................................27
3.6 Products and Services:.........................................................................................................30
3.6.1 Suppliers:......................................................................................................................31
3.6.2 Unique Selling Points:..................................................................................................32
3.6.3 Service:.........................................................................................................................33
3.6.4 Strategy of Pricing:.......................................................................................................33
3.6.5 Policy of Stock Holding, Capacity and Quality:..........................................................34
3.7 Market Strategy:..................................................................................................................36
Advertising Strategy:.............................................................................................................36
3.8 Legal Requirements:............................................................................................................39
3.9 Funding:...............................................................................................................................40
3.10 Future Developments:........................................................................................................40
3.11 Contingency Plan...............................................................................................................41
4. Market Research:.......................................................................................................................42

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FINAL MBA THESIS
4.1 Secondary Research:............................................................................................................42
Key Findings:.........................................................................................................................42
4.2 Primary Research:................................................................................................................43
Questionnaire:........................................................................................................................44
Interviews:.............................................................................................................................48
Chapter 5: Data Analysis...............................................................................................................50
5.0: Discussion and analysis......................................................................................................50
5.1: Planning process and Time management...........................................................................50
5.2 Business Plan.......................................................................................................................51
5.3: Market Research.................................................................................................................53
5.3.1: Secondary research......................................................................................................53
5.3.2: Primary research..........................................................................................................53
5.4: SWOT and PESTLE analysis.............................................................................................55
5.5: Financial forecast................................................................................................................56
5.6: Entrepreneurship.................................................................................................................57
Chapter 6: Conclusions and Recommendations:...........................................................................58
6.1 Conclusions:........................................................................................................................58
6.1.1 Analysis of Objectives:.................................................................................................58
6.2 Recommendations:..............................................................................................................61
Reference:......................................................................................................................................63

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Appendices:...................................................................................................................................69
Appendices 1:............................................................................................................................69
Questionnaire:........................................................................................................................69
Appendix 2:...............................................................................................................................74
Interview Questions:..............................................................................................................74

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Chapter 1:
1.0 Introduction:
The reason for choosing this topic has been the sheer interest of the researcher for food
that has led to idea initially been developed during the course study. The knowledge that has
been gained during the course of the study helped the researcher in developing this idea of
setting up of a gourmet store in Dubai. If there is enough feasibility in the idea of the business, it
could also pave the career path of the researcher which he/she could follow in the coming years
after graduating from the college.
1.1 Overview of Project:
The main purpose of this project enterprise is in conducting a study of feasibility of
opening an outlet of sandwich that would be specializing in gourmet wraps and sandwiches. All
the wraps and the sandwiches would be prepared on fresh basis making use of the fresh breads
and meats that would be supplied by the local businesses (Schaper et al. 2014). The business
name would be Graucob’s Store and it would be positioned in Shaikh Zayed Road, one of the
posh areas of Dubai that craves for healthy food. The premise that has been selected for setting
up of the store is positioned on the high street and is stated to be at the heart of the town.
This project would be covering various facets that would facilitate the researcher in
establishing whether the business idea of Graucob’s store would be feasible in the days to come.
The overall objectives and aims of the research study would give this research a direction. A
literature review would be conducted for giving the author an impending on the industry of
hospitality along with the sandwich industry in Dubai (DeMicco 2015). This would also take into
consideration in gaining important information on the legal requirements which a food business

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FINAL MBA THESIS
needs to pursue in ensuring the business does not rupture the law. A plan of the business would
then be performed in ensuring all the features of the business is being covered. This would then
be assessed and certain recommendations would be made that would witness the end of this
project.
1.2 Market Overview:
It is often been stated that the food sector remains one of the uncertain blocks of the
national attention. This economic section has an infinite concealed proposal as UAE manufacture
not more than 40 per cent of the overall volume of the food that is being consumed. The volume
of the asset investment into this industry makes about 56 per cent of the entirety volume of
investments into the industry in common. The speedy growth in the domestic population of UAE
along with the increase in the market command for the food products lingers to be the key
prerequisite (Elsheshtawy 2013). The growth in the population has been directly stimulating the
improvement of the food industry along with ensuring the ever-increasing demand of the
consumers for the food products. The sociological nature of such transformations within the
country puts in to the growth of the markets along with searching for fresh ideas for the business
corporation.
Dubai does boast of certain gourmet sandwiches that have cropped up in other posh areas
of Dubai like Al Safa and Jumeirah Lake Towers. The sandwich industry is growing in Dubai
with many local and foreign companies selling them successfully. Gourmet sandwiches have
started finding itself on the plates of many as people are continuously becoming health
conscious.