Market Research for a Sandwich Shop

This document presents a market research assignment focused on establishing a new sandwich shop called Graucob's Store. It includes two sections: a customer survey with 15 multiple-choice questions regarding consumer preferences, purchasing habits, and ideal operating hours, and an interview guide with 12 open-ended questions aimed at existing sandwich shop owners to gain insights into their business practices, challenges, and strategies.

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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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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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.

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1.3 Mission Statement:
A mission statement is stated to be an unambiguous statement of the organizational
values. This statement would show people the organizational purpose and things that the
organization aims to attain. A mission statement has been thought of for facilitating the public in
seeing the values of Graucob’s Store.
“Graucob’s Store aims at offering its customers remarkable gourmet knowledge and to develop
into the best sandwich outlet in Shaikh Zayed Road, Dubai”.
1.4 Overview of Business Plan:
The business plan is stated to be an essential tool in the stages of planning for the
business as it would also focus on the financial features of the business. A business plan would
be designed for Graucob’s Store for planning of the business and to see whether the idea is
feasible or not. The business plan would be taking in all the facet of Graucob’s Store, from
sketching the strategy for marketing to the conducting of PESTLE and SWOT on the business
front (Abushelaibi et al. 2016). A financial forecast would also be generated for researching the
investment mandatory in launching the business and also investigating the cost that would occur
during the process of trading.
1.5 Project Aims and Objectives:
The aim of this project is to evaluate the possibility of setting up of a gourmet sandwich outlet
within Shaikh Zayed Road, Dubai.
There are definite objectives which would be used for accomplishing the total aim of this project
which are being stated below:

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a. Conducting detailed primary research in the Shaikh Zayed Road, Dubai for investigating the
demand for sandwiches and its outlet through the use of the interviews and questionnaire.
b. Conducting a secondary research on the demand of the market. Reports would be used from
several sources for gaining of explicit statistics.
c. Studying of the legal requirements for the business of catering. This will take into account the
legislations by the UAE government along with the legal requirements by the local
establishments of Dubai.
d. Compiling of a business plan for Graucob’s Store in establishing the feasibility of the idea of
the business. This would take in a comprehensive forecasting of the financial characteristic of the
business.
e. Evaluating the possibility of opening of a gourmet sandwich outlet in Shaikh Zayed Road,
Dubai using the plan for business along with the generation of the financial documents.
f. Conclusion and suggestion of the way the idea of the business can be developed.
It is important in monitoring these objectives and referring back to same throughout the
course of the project work. Once these objectives are being attained, it would provide the
researcher ample information on the establishment of the business idea and whether it would be
feasible or not.
1.6 Strengths/Weakness of Research:
There exist a vast amount of literature that is being published over the years on the
industries of catering and sandwiches, but very little has been done in the Dubai market. Thus,
the research would find it difficult in gaining admission to the industry data in this region that is

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in turn making it difficult for the researcher in evaluating the demand of the market in local area.
The information of the local area would be of top most priority in the process of primary
research undertaken by the researcher.
1.7 Structure of Research Study:
This research study would be taking into account 6 chapters:
Chapter 1:
This is generally the introduction chapter of the research study or the business plan where
the researcher introduces the subject matter to the reader. This also comprises of the overview of
the whole study, the market on which the study would be focusing on along with the research
objectives and questions.
Chapter 2:
Chapter 2 would be dealing with the literature review part where journals and articles of
the imminent scholars would be taken in, reviewed and evaluated on the same subject matter.
Various other factors like food hygiene, business significance have also been taken in to
understand the market along with the certain other factors.
Chapter 3:
Chapter 3 is all about the business plan and an in-depth analysis of the ways of setting up
of the business in a particular area and the things to be considered mostly as it mainly would be
catering with the health related factors of human beings. Every little detail about the business
would be discussed in this chapter.
Chapter 4:

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Chapter 4 would be dealing with the primary and the secondary research factors. The
questionnaires and interviews that have taken into consideration to understand a few factors
would be evaluated in this segment.
Chapter 5:
Chapter 5 would be analyzing the factors, information and data gathered over a period of
time about the starting up of the new business. Certain analytical tools have been used in
verifying the results of the data and discussed on what has been evaluated.
Chapter 6:
This is the last chapter of the research study which would be dealing with the overall
summary of the business plan, linking the objectives to the findings of the data along with the
recommendations on how the study could have been bettered.

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Chapter 2: Literature Review:
2.0 Introduction
The literature review is stated to be one of the most significant parts within the academic
writing. A literature review would provide an insight to the researcher on the existing
information related to the given topic. According to Hand (2015), this would also be highlighting
the gaps within the market in which the researcher would be looking into the future of the
research. A literature review could in all probabilities help the researcher in thinking more
extensively about the research aiming to a broader context. The aim of this project is in assessing
the possibility of setting up an outlet of sandwich in Shaikh Zayed Road, Dubai with the
literature review offering an insight into the catering industry along with the area in which the
proposed business would be initiated (Lelieveld, Holah and Napper 2014).
The literature review would be providing the researcher with an in-depth analysis into the
industry of catering. The literature review would be helping the researcher in the process of
research as it would be providing them a basis of what requirements to be originated. It would
also be ensuring the fact that the researcher would not be focusing on the similar sort of
information which has already been available. The author would be using the information found
within this literature review in planning out the primary research needed in finding the proper
information.
2.1 Healthy Eating
Healthy eating has become one of the significant factors in manipulating the decision of
the people on the purchase of the food. This has mainly been due to the influence of media on the
celebrity chefs promoting the consequence of healthy diets. According to Liu (2016), healthy

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eating accompanied by a sufficient exercise level is stated to be the important aspect of healthy
living. Healthy living has always been perceived an important factor than the food cost in being
the factor of motivation for people in purchasing the food. Healthy food has been ranked second
to the factor of food taste as one of the most significant factors that influences the decision of
purchasing the food (DeMicco 2015).
The local rivals who are in the habit of producing fresh sandwiches would often provide
salad as an additional alternative, even though there are a limited variety of healthy fillings as the
main product. The greater part of the fillings for these sandwiches accessible in the local area is
often pre-packaged heap generated fillings that are being sold by the wholesalers or the
supermarkets. This reports somewhat contrasts the healthy lunch claims of the Food Control
Authority of Dubai reporting that some of the sandwiches bought in the high street including
sugar, saturated fats and salt than the burgers from the international fast food chains. A current
article restated the point as it demonstrated that some of the sandwiches controlling over 650
calories and adding a sachet of crisps and fluid, their lunch itself could add upto 1000 calories
accompanied with 40g of both the factors like fat and sugar. This illustrates the fact that some
meal deals have established to be shoddier as the products that are being included within these
deals are often detrimental options (Malthouse, Calder and Vandenbosch 2016).
There are many sorts of food that are categorized as healthier alternatives and are being
suggested as an element of the healthy diet. These foods take into account the vegetables, foods
and fish with a high starch substance (Maksimović, Vujović and Omanović-Miklić anin 2015).
It is also been advised that foods that are generally high in saturated fat content and sugar needs
to be avoided. People under the present circumstances have been leading a fast life and they are
becoming more health conscious. Moreover the working force at times has been short of the

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deficiency factor related to healthy food. A gourmet sandwich would be serving the purpose for
the pepple who works and eats outside. It is important to eat healthy in order to stay healthy and
be able to work for longer hours. There is need for such eateries at workplace as people have
started being conscious about their health.
The proposed business would in all probabilities be exploiting this fact and plan a menu
that would make use of the healthier components as the key filling. The projected business aim
in producing the wraps that would take in the usage of rice as one of the key ingredients along
with the wraps of dessert that would exploit the fresh fruits as the main product. The opportunity
of ‘meal deals’ would be explored within this research study. The researcher would also focus
on the healthier options that would be proper in complementing the freshly equipped wraps. The
researcher would also be focusing on the healthier meals that could be altered into the ideas of
sandwiches.
2.2 Local Sourcing
Food Management has been indicating the fact that the consumers under the present
circumstances have been demanding food that are being sourced locally or domestically and
manufactured. Sustainability along with enhanced relationships would be some other advantages
for the local sourcing as it would be helping in augmenting the revenue streams of the producer.
As the main product of the planned business would be in producing the fresh fillings and using
the various sort of breads, the researcher would be positioning a sustainable design in working
with the domestic producers, farmers, bakers and butchers (Smans, Freeman and Thomas 2014).
The use of the domestically supplied produce would be giving the researcher along with
the potential customers a thorough knowledge of where the product is being originated from.

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This would in turn help in promoting seasonal fabricate as the projected business could plan
special items that integrates that are in season. This would help in driving the sales of the local
suppliers’ produce. The planned business would be conducting a research into the domestic
producers in exploring the feasibility of working mutually in the future.
2.3 Market Analysis and Demand
Several prior scholars have been able to identify the probable threats that a small
sandwich shop can encounter within an industry that is ever growing. It implies that the
supermarkets would be posing a major threat to such businesses as they possess the power in
under-cutting the local shops for sandwiches in terms of the prices of the products. There are
supermarkets in and around that area that might pose a serious threat to the gourmet sandwich
shop.
The UAE market of Bakery and Cereal is being forecasted to list growth in volume along
with value during the period of 2017-2020 (Palladino 2015). In 2015 the Bread and Rolls
segment had the highest volume share, whereas the category of Breakfast Cereals has been
projected in being the fastest growing during the period of 2016-2020 (MacAuslan 2013). Rising
health awareness has been encouraging the consumers of the Emirati in opting for “low-calorie”
Cereal and Bakery options ((Liu 2016). Furthermore, a population is being expected in fueling
the growth of premium Cereals and Bakery in the UAE.
The insight report of Canadean’s Consumer and Market for 2015 on Bakery and Cereals
in UAE offering impending on the high growth segments to trends, targets in the procedure of
the materials being packed, category kind and closures level distribution statistics and market
shares of brands. This proposed business would be incorporating the influences of the cuisines

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from across the globe in creating fusion dishes as part of their unique selling proposition (USP).
This will get tested during the process of research as the researcher would generate a sample
menu in showing the questionnaire to the participants.
2.4 Market/Industry Issues
The loyalty of the customers to the brands existing within the industry of sandwich shop
has been relatively lower as the greater part of the people would be having convenience as their
main motive in selecting a shop (Hand 2015). This could facade a probable issue if the proposed
business is not being able to protect the principle location. However, it would also be posing a
prospect for the projected business if the perfect premise is being secured as they could have
benefit in terms of their rivals’ location.
Even though it has been well documented that small businesses along with SMEs are
important to the economy, it has been stated that there is a elevated percentage of the rate of
failure for start-ups of smaller size (Köster and Mojet 2015). The key reason for this is the fact
that the business owners of such firms would frequently be busy in their business and do not
have the required time in guiding the business in its intended path as a leader. So it is important
for the business owner to be strategic and serious as new business needs proper attention and
time from the owner. A new business is like a new baby that needs proper care, focus or else
things would go out of control and it would just be another story of a failure of a SME.
2.5 Significance of Small Business:
The significance of the SMEs within the local communities is key along with its
contribution to the economy of the country. It has been witnessed that the SMEs have greater
abilities in creating more number of jobs than the larger organizations. Small businesses

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generally play a crucial role across the globe with many major economies indicating towards the
fact that around half the jobs are being generated by such businesses (Blank 2013). The proposed
business would be falling into the category of a SME or in the initial stages it would be set up as
a micro firm where the number of employees would be less than ten.
2.6 Food Hygiene:
Food hygiene can be defined as the measures and conditions that are necessary in
ensuring the food safety from the production to the consumption. Food might become
contaminated during any point while slaughtering or in tomes of harvesting, storage and
distribution process. Lacking of adequate food hygiene can sometimes lead to certain foodborne
diseases and even death of the consumer.
Food hygiene is considered to be one of the significant factors that ahs a major impact on
the catering industry business. Foods that have some propensity in giving food poisoning to the
consumers and make them ill is generally seen as the biggest threat for a food business. It might
therefore bankrupt the business and shut down the same. There are several food borne illness that
can happen which could have various effects on the people. Certain mild cases of the food
poisoning factor would be making the customers ill and sick with some leading to be much fatal.
Food borne illness takes place if the food products are not being taken care of in proper
manner, even though all these could be prevented as per the outline of Food Standards Agency of
4Cs of the food hygiene (Smans, Freeman and Thomas 2014). The 4Cs are stated to be
cleanliness, cross-contamination, chilling and cooking. If all these factors are being attained to a
proper standard then the risk associated with food poisoning gets reduced in drastic manner.

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It is significant for the researcher to be aware of such practices and policies in ensuring
that the products for the proposed businesses would be much safer for the consumption of the
public (Liu 2016). Any business that is in the habit of selling products of food is required to get
registered with the environmental agency existing in the local councils before the business gets
started.
2.7 Summary:
The research carried out on this chapter indicates towards the fact that the market has
been growing at a quick pace. The industry is getting along well and coming to terms with being
more competitive in nature as big supermarket chains like Tesco have entered the industry. The
threat is not much for the sandwich shops as people still have that will in visiting those shops
with many relying on their specialty. It has further been reported that in some of the chains of
supermarket, the sandwiches are reported to be much unhealthier than those of the burgers from
the global chains of fast food. This would be a prospect for the proposed business as customers
might potentially be put off by the notion that the sandwiches of pre-packed nature are generally
unhealthier than previously ever perceived (Jespersen, Griffiths and Wallace 2017).
The secondary research performed in this part has indicated there is much demand for an
outlet of specialist sandwich in Dubai. The food industry’s recent trends might be working as an
advantage for the projected scheme of fusion as their main product. It has also depicted the fact
that the author needs to be well aware of the legal requirements and formalities that a food
business is required to pursue. Certain issue might crop up in this segment which would be
further researched through primary basis as the researcher would be making use of the process of
interview in gaining the legal information from certain other outlets of food (Day 2015).

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Overall the secondary research states that the planned business would have the
prospective in succeeding in the industry of sandwich shop. However, this would be further
evaluated in the primary research in finding the market demand for the planned business within
the locality.

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Chapter 3: Business Plan
3.1 Business Plan:
Graucob’s store is an outlet for sandwich that would be serving fresh gourmet wraps
along with sandwiches, these would be made to arrange in ensuring the sandwiches would be
tailor made for every customer out there. Graucob’s Store aims at providing handmade gourmet
meals and for bringing together the cuisines from across the globe in creating fusion fillings.
There has been a considerable amount of growth in the amount of sandwiches along with wraps
that are being provided by the convenient stores and supermarkets in the recent years.
The opening time of Graucob’s store was being determined by several factors, this takes
in the higher interest volume on the service of the breakfast during the time of the primary
research. It was being suggested by numerous of the participants that the business should release
before people start off with their daily work proceedings. Graucob’s Store also took into
consideration the opinions of the interviewees related to the busy opening hours for both the
businesses in determining proper hours of trading for the same. It was being decided that the
business would remain open from 8:00 am till 2 pm for the periods of breakfast/lunch and again
reopen at 4:30 pm and shut down at 8:30 pm. For Friday, the store would remain open till 11:30
am in the morning with rest remaining the same.
Shahid Zubair would be the owner and also the manager of the business, he would be
unswervingly involved with the regular operations. The friend of the owner, Inzamam Khan have
been thought of as the assistant manager, however, he would only be dealing with the process of
business documentation and would not be on the premise on continuous basis. Graucob’s Store

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intends in starting employing a member of part-time nature for the preliminary three months of
the trading.
Once the business has started trading, Graucob’s Store has intent in establishing positive
relationships with the confined community along with the local business. This is for the fact that
the sandwiches would be prepared newly and daily. The products which would not be sold have
been decided to be donated to the local food bank and to other neighboring homeless shelters.
Graucob’s store would also be working with the domestic business for sourcing the components
needed in manufacturing the core products of the business.
The only paid form of advertisement tool would be the business cards and the flyers that
would be used in giving the essential information of the business to the general public along with
the initiatives like the loyalty schemes and discounts. One of the key strategies of marketing for
Graucob’s Store has been deciding on the use of the social media as it would be facilitating the
business in communicating with the customers and are also able to retort to any of the
unexpected circumstances. It has been found that online adults ageing from 18-34 would in all
probability be following a brand via the social networking sites. Around 71 per cent of the
consumers having good service of social media knowledge with a brand are in all possibility be
recommending the same to others. It has become important even for the small stores and
organizations to go for the visual content which is stated to be 40 times more expected in getting
shared on the social media platform than the other sorts of content.
Graucob’s Store would be operating as a sole trader and would be in the segment of
micro industry as one employee would be engaged. Due to the comparatively low start-up
expenses involved within the business, the key resource of finance at the commencement would

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be the individual savings of the owner which is Dirham 60000 and family investment of Dirham
8000 would not have to be repaid. The owner’s investment and his family would be covering the
total costs meaning the business would not be requiring any outside loan like that from banks.
Available Resources AED 68000
Requirement for Borrowing AED 0
First Year Sales figures: AED 75,000
First Year Net profit: AED 15,200
3.2 Business Planning & Structure:
The sort of ownership in which Graucob’s Store would be adopting is the set-up of a sole
trader or as known as the sole proprietor. The owner is exclusively accountable for the business
actions and if it runs into difficulty then the owner would be completely accountable for the
liabilities. Offering of employment would also be improving the local economy as more of the
local residents could enter into employment. Graucob’s Store would be operating as a micro
business as it would be highly implausible that the business would be employing above 10
employees, especially within the period of the first three years. The business would only be
focusing on employing one member of the part-time staff once it has been off and running for
three months.
3.3 Business Name:
The business name has been one of the significant factors as it is important for the
customers in remembering the name. The name needs to be brief, ensuring that it would be
pertinent to the sort of the product or service in which the business would be making a
contribution (Wildman 2016).

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After exclusive research work and taking into consideration, the name Graucob’s Store
has been selected for this business. This would be very pertinent with the business as the main
products are the gourmet sandwiches or wraps as it would mainly be a takeaway service.
Moreover, the accessibility of the name Graucob’s Store along with the domain name was also
been researched, and the results have been positive. Searches throughout the internet also
illustrated that the domain name ‘www.graucobstore.co.ae’ has been obtainable.
3.4 SWOT and PESTLE Analysis:
A SWOT analysis has been performed in analyzing the strategic situation of Graucob’s
Store and then would be focusing on the ways of changing the negativity into positive factors.
The SWOT analysis would be looking into the probable strengths, weaknesses, opportunities and
threats that this store might encounter at market.
Strengths Shaikh Zayed Road is one of the busy and posh
areas in Dubai and it also attracts business tourists
a lot.
Graucob’s Store would be offering unique fillings
of sandwich that are not being provided by the
rivals within the area.
Parking is available within the walking space of the
store premise.
Ordering through phone is available.
Local sourcing from the local manufacturers in
ensuri9ng that the ingredients being used are of
good quality.

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Early opening for offering breakfast products to the
consumers before the working hours.
Weaknesses This would be the first venture within business
stating there might be a case of lack of experience.
Very long hours of working for the owner.
Opportunities The industry of sandwich has been growing
indicating the fact that people are willing in paying
a visit to the outlets of specialist sandwich stores.
Technological advancements could assist the
business in establishing an online service of
ordering.
Certain limited specials could be added to the menu
on permanent basis if received well by customers.
Threats: Ranges of new products from supermarkets could
add additional competition.
Competitors could come up with lower prices in
retaining customers.
Other threats of new stores opening at Shaikh
Zayed Road, Dubai.
These could all bring in split threats to the Graucob’s Store and it is crucial that they are
being reviewed on continuous basis in ensuring that the threats are being kept at bare minimum.
However, it has been found that this particular does not contain on-site parking for its customer,
it is being positioned ideally on the high end street and there is a bus stop outside of the premise.

25
FINAL MBA THESIS
There are also numerous car parks along with spaces for parking within the walking distance of
the principle making it an effortlessly obtainable location.
It may at times be complicated for the owner as this would be the first venture of his,
though, the knowledge that he had been gaining over the period of several years of studying
business and administration during the concluding years of secondary school and university
would be helping the owner. The owner would also be receiving due support from the members
of the family if and when required as some of the members have already been running a
flourishing business of food. The owner would be having access to support in lessening the load
of work and would also be employing an employee in helping out during peak hours.
Graucob’s Store would be facing threats from the local restaurants along with new
entrants into the market. However, the owner is certain that the business’s USP along with local
sourcing its components would be of some sort of advantage to the business. Overall, there is
existence of various strengths and opportunities or prospects that Graucob’s Store would be
having and these would overshadow the threats along with the weaknesses.
PESTLE Analysis:
PESTLE analysis would be focusing at the environment of macro in which Graucob’s
Store would be operating within and these could be having various impacts on the factor of
business.
Political:
a. The Local Authorities
b. Changes in regulation within the food hygiene
Economic:
a. Rate of interest
b. Inflation situation
c. Recession would mean people would be having

26
FINAL MBA THESIS
c. Cuts in budgets in local authorities
d. Stability within the environment of local politics
e. Legislation of employment
less disposable income
d. Rate of employment at the local and national
level.
Social:
a. Trends in foods
b. Demographic lifestyle
c. Local demographics
d. Consumers buying behavior
Technological:
a. Rapid development in technology
b. Augmented number of the users of internet
c. Using of the online ordering system
d. Reputation of the online assessment websites
like the Tripadvisor.
Legal:
a. Laws of Employment
b. Food laws
c. Insurance for Business
d. Regulations for safety and health
Environmental:
a. Change within the climate
b. Waste management
c. Sustainability
d. Water and Energy Management
e. Sourcing of the ingredients along with materials
for lessening pollution.
The PESTLE analysis illustrated that there are assortment of factors in each of the
segments in which could be having a chief impact on the proceedings of the business. However,
there are various factors that have been taken into consideration, being implemented as part of
the strategy of Graucob’s Store. This particular business realizes the significance of local
sourcing along with the advantages that it might be having on both the local and environmental
economy.

27
FINAL MBA THESIS
This evaluation would also be facilitating Graucob’s Store in planning for the future and
ensuring that the business is being organized for any negative contact which this factors might be
having on the business. Along with the evaluation of SWOT analysis, the PESTLE evaluation
would be giving the owner an imminent of both external and internal in which the business is in
and develop the competitiveness of Graucob’s Store.
3.5 Business Time Plan:
Business Objectives Time Scale Completion
Before Opening:
a. Begin research of the market
on the Shaikh Zayed Road.
b. Finding a suitable premise.
c. Creating pages of social media
d. Designing of flyers and cards
of business
e. Set a date for the grand
opening
f. Requirement of order
equipment
g. Purchasing of business
insurance
April 2017
April 2017
July 2017
October 2017
January 2018
February 2018
April 2018
Completed
Completed
Completed
Completed
Incomplete
Incomplete
Incomplete

28
FINAL MBA THESIS
Year 1:
a. Registering the business with
the local authorities
b. Opening of business bank
account
c. Updating the pages of social
media in ensuring the public are
much aware of the grand opening
d. Grand Opening
e. Recruiting part-time staff
f. Training the staff members on
the ways food would be prepared
g. Establishing of a steady base
of customer
h. Meeting with the assistant
manager in evaluating the
finances
i. Attaining revenue of AED
75,000 and a profit of AED
15,200 by the year end.
j. Sending out of the messages
through the social media in
asking the customers for their
feedback
December 2017
December 2017
End of December 2017
January 2018
March 2018
March 2018
April 2018
August 2018
December 2018
December 2018
Incomplete
Incomplete
Incomplete
Incomplete
Incomplete
Incomplete
Incomplete
Incomplete
Incomplete
Incomplete

29
FINAL MBA THESIS
Year 2:
a. Research of the present trends
in food
b. Research of the new recipes
c. Commencing of the monthly
specials
d. Reviewing of the strategy of
marketing
e. maintaining the ingredients of
sourcing with the local business
f. Reviewing the present situation
within the place of the market
and comparing with rivals
g. Completing of a performance
evaluation of employee
h. Generating revenue of AED
136,500 and profit of AED
29,000
January 2019
January 2019
January 2019
February 2019
Ongoing
December 2019
End of December 2019
End of December 2019
Incomplete
Incomplete
Incomplete
Incomplete
Incomplete
Incomplete
Incomplete
Incomplete
Year 3:
a. Reviewing the specials
initiated in previous year and
assessing its feasibility for
adding the same on permanent
basis
January 2020 Incomplete

30
FINAL MBA THESIS
b. Renewal of the monthly
specials
c. Augmenting the hours of
employment of employees in
lessening the workload
d. Introducing the investigational
menu item of special dessert
wraps
e. Reviewing the meal prices
f. Continuing of increase of the
customer base
g. Aiming in achieving double of
revenue that was in first year to
AED 165,500 and a profit of
AED 54,320.
h. Staff evaluation
i. Reviewing of finances
January 2020
January 2020
May 2020
May 2020
Ongoing
December 2020
December 2020
December 2020
Incomplete
Incomplete
Incomplete
Incomplete
Incomplete
Incomplete
Incomplete
Incomplete
3.6 Products and Services:
Graucob’s Store would be providing the gourmet sandwiches along with wraps that
would be filled up with exclusive ingredients. The wraps would be made from new components
that are being sourced locally where possible, taking in the fresh bread and meat from the local
butchers and bakeries. The boxes of rice would be on the menu that would be facilitating the

31
FINAL MBA THESIS
customers in selecting from various toppings. Graucob’s Store believes in providing customers
with the freedom in selecting from a diversified product range.
There would be a multiplicity of toppings and fillings for the customers to select from,
catering the requirements of both the vegetarian and meat eaters. The rice boxes would be
providing the customers a preference of either the boiled or garlic rice of fried nature being
topped with meats on the menu, and the option of vegetarian would be couscous topped with the
items within the menu for the sandwiches.
The menu for the breakfast would be served till 11:30 am in the morning after which it
would be changed to lunch or evening menu. The optional add-ons are being made accessible
along with the menu of hot and cold drinks meeting the needs of the customers under the
scorching heat of Dubai.
3.6.1 Suppliers:
Suppliers are stated to be significant for any sort of business that is in the habit of selling
the services or products; they would offer the important ingredients that are being required in
producing of the goods and the services (Malthouse, Calder and Vandenbosch 2016). Graucob’s
Store is of the belief that for the purpose of manufacturing good value products, it is highly
important in generating ingredients that are of high quality. Graucob’s Store made good research
of the local area for finding out the suppliers who would be supplying the quality elements at
price of reasonable nature. As the main products of the Graucob’s Store would be the sandwiches
that would be filled with an assortment of gourmet substantial, the local bakeries and the
butchers were being researched in finding the most appropriate suppliers for the demand of the
business.

32
FINAL MBA THESIS
Graucob’s Store has been willing to pay a bit more for the freshest components potential.
Two of the local suppliers have been selected in supplying the ingredients for Graucob’s Store,
these are butchers Baalbak Castle and ‘The Sum of Us’ Bakeries. These suppliers are being
selected for reasons like they both are positioned within the half mile radius of the Graucob’s
Store, which would take care of the cost of delivery along with lessening the pollution generated
by the process of transportation. ‘The Sum of Us’ have provided a discount of 7.5% on all the
purchased products by the businesses if the order is given in bulk. This would help in reducing
the production cost for Graucob’s Store along with benefitting the customers.
It is being acknowledged that some of the components are not realistic in purchasing
fresh items from the local suppliers, though Sheikh Zayed Road, Dubai is stated to be a posh area
having many well known bakeries, though costly. The one issue that cropped up for Graucob’s
Store was finding of any suitable milk supplier as the mainstream of the suppliers within the
local area were engaged with the bigger organizations for the same. It was also challenging in
finding suppliers for the vegetables and the tortilla wraps, therefore, local supermarkets like
Shaklan, Lifco Supermarket and Greenheart Organic would be made use of in buying such
components. These supermarkets or hypermarkets have been able to make a name for themselves
through selling of quality products. All the components would be consumed or made use of
within the 1-2 days of buying and stored within the refrigerators in keeping fresh and
maintaining high quality. This would assist in reducing the factor of storage space and then
eventually lessening the cost of stock holding.
3.6.2 Unique Selling Points:
For Graucob’s Store to be competitive and standing out from its rivals, it is significant in
developing a unique selling point. The USP of Graucob’s Store would be the gourmet substantial

33
FINAL MBA THESIS
that would be on offer, ranging from the crispy beef, chicken and waffles to the options of
vegetarian. This is a notion which has been embraced by the local people as several of the
participants of the primary research stating ‘this is one of the unique businesses for food within
the area’.
It is being suggested that the business could boast of more than one unique selling point,
with more USPs proving to the business to be more competitive. Graucob’s Store does boast of
more than one USP as their menu would also be offering boxes of rice that are mainly found in
the takeaway outlets. Graucob’s Store have been taking inspiration from the American and other
Chinese food trends in developing wraps of dessert that would be offered as special menu item
infrequently.
3.6.3 Service:
This is an important segment of Graucob’s Store as the main product of the hospitality
industry is the service along with the experience of the consumers that could potentially be one
of the factors for determining the success or failure of the business. The owner would be
ensuring that Graucob’s Store would be creating a contented and vibrant environment that would
be making the customers feel relaxed and welcome. The business would also be focusing on
building positive relationships with their customers and would hope in attaining this through
building of partnerships with the other local businesses along with donating of the unsold
products to the local banks of food and other homeless shelters.
3.6.4 Strategy of Pricing:
Pricing directly influences the firm’s profits. This would be emphasizing on the
significance of strategy of correct pricing for any sort of business, it is being suggested that if the

34
FINAL MBA THESIS
product price is stated to be higher, it would be deterring the probable customers in purchasing
from the business. The process of interview found that it is of immense significance to research
the area in seeing how many of the local people would be willing to pay for their products. A
question related to the pricing of the products was being taken in the questionnaire. The results
are of the opinion that over half of the participants are willing to pay up to AED 25. Graucob’s
Store has made use of this information in determining the products maximum price.
The strategy of pricing installed by the business ensured that the production cost would
be enclosed and there would be an addition of the margin in gaining a rational profit. The
following diagram would be showing the breakdown of the cost of production of the majority
expensive items on the menu of Graucob’s Store and the retail cost of the products.
Breakdown of Production Cost:
Product Cost to produce Retail price Profit margin
Big Breakfast Hot
Sandwich
AED 6 AED 13.50 AED 7.5
Beef Crispy Sandwich AED 6.75 AED 15.50 AED 8.25
Beef Brisket Rice Box AED 9.25 AED 25 AED 15.75
3.6.5 Policy of Stock Holding, Capacity and Quality:
Storage Temperature Foods storing along with the ingredients at the
accurate temperature is significant as bacteria can
be spread at convinced temperatures which could
be causing the food poisoning. It is being stated
that cold food needs to be stored at 8 C⁰ and the hot

35
FINAL MBA THESIS
foods needs to be kept at 64 C or above.⁰
Storing Products: The storage temperature is stated to be an important
factor, though it is also key in keeping the raw and
cooked foods separated. Failure in doing so could
effect in cross-contamination along with causing of
food poisoning.
Back Storage Area The area of back storage is relatively much smaller,
thereby only the cold soft drinks along with the
chest freezer would be positioned at the back. The
spices would be kept at back as it would be then
out of sight of the consumers.
Shop Area The products would be prepared at the area of front
shape, making it significant in having the fridge
positioned within this area. Some of the drinks
would also be on exhibited in the front in
facilitating easy accessibility to the consumers.
Quality Control All of the food that would be served through
Graucob’s Store needs to be prepared freshly
making use of the high quality ingredients. The
vegetables along with the meats need to be
prepared and cooked and served on the same
particular day. The delivery of bread would be used
on the same day in ensuring all food needs to be
served are of highest quality.

36
FINAL MBA THESIS
3.7 Market Strategy:
Advertising Strategy:
Graucob’s Store would be making use of the various methods for the purpose of
advertising before taking a decision on the approaches that would be deemed suitable for the
business purpose. The costs related to the various methods of advertisement would be evaluated.
These would be having different timescales as some would be disseminated and done previously
to the opening of the business while the others need continuous updates
Method: Social Media
Distribution:
Social Media is stated to be one of the fastest expanding mediums on the internet in the
past few decades with one of the recent reports indicating towards the fact that there are 2 billion
users of social media. Social Media would be facilitating Graucob’s Store in advertising the
business to a broader target market. It would also facilitate the business in interacting with the
customers along with receiving instant response.
Graucob’s Store have selected upon two key social media platforms in helping promote
the store going public. This is one of the initial strategies with a view of expansion into the other
networks in the future developments. Twitter and Facebook have been chosen by the store in
promoting their business during the initial stages. There would be regular updates in the pages
for informing the customers about the business along with offering them valuable information on
regular basis. The owner might be answering to some of the queries made by the customers in
ensuring there remains adequate level of customer service. Instagram is another social media

37
FINAL MBA THESIS
platform that would be considered by the business in near future. This would not be costing
Graucob’s Store anything as they are free.
Method: Flyers
Distribution:
These would be printed by a well known organization which is Vistaprint. These flyers
would be handed out to all the public prior to the initiation of the Graucob’s Store. 300 initial
copies of flyers would be printed at first go, including various information like the name of the
business, contact details, addresses along with location.
The flyers would be making use of the discount code which the customer would be
facilitating with redeeming of the same in the premises of the store on the next visit. After
conducting of some of the research, it has been found that the best quality flyers are from the
house of Vistaprint with a special offer of 30% off, Graucob’s Store has thought of purchasing
from this business. The quote that was being provided for 300 flyers to be printed was AED 60.
Method: Business Cards
Distribution:
1250 business cards would be printed by Vistaprint that would be distributed to the
customers of Graucob’s Store. The business cards would be taking in the necessary required
information of the business like the address, name, and the links of the social media. It would
also be taking in the ‘GS Loyalty Scheme’ which would be working as an incentive for the
customers, encouraging them to revisit the sandwich outlet. There would be 4 boxes at the back
of the business card and each time the food is being bought, one of the boxes would be filled out

38
FINAL MBA THESIS
with the customers being entitled for a meal of their own choice which would be free of cost.
This would be costing the owner approximately AED 250.
Method: Word-of-Mouth
Distribution:
This is perhaps one of the most significant tools of marketing that is being used by a
business. This is generally been stated to be one of the most trusted methods for the public as it is
being taken in being of unbiased nature. This could be a continuous process as the customers
would be able to help in promoting the business, thereby, Graucob’s Store needs to ensure that
each of the customers would be having a positive experience. The main aim of Graucob’s Store
is in ensuring that the customers would be having an outstanding experience and spreading the
word to their family and friends about the business. Word-of-Mouth has always been effective
that works well with the fact being it is free of cost too.
Other Methods:
Graucob’s Store has adopted the usage of e-marketing as the primary source of the
advertisement along with the promotion of the store. This is mainly due to the high costs where
some of the other methods like the newspaper would be accumulating for the business. It is of
high suggestion that the digital marketing is stated to be the future of the marketing along with
the social media that is been growing at a fast rate, it is likely to become one of the major
contributors in the marketing industry.
After conducting of an exclusive research, Graucob’s Store has been deciding on the use
of the majority of the tools that have been discussed above. However, Graucob’s Store have been

39
FINAL MBA THESIS
taking advice from the interviewee as they are of the opinion that ads in the newspaper are stated
to be costly and not that effective as desired to be. Therefore, it has been decided that Graucob’s
Store would not be making use of this advertisement.
The several methods would be taking place during the various stages of the timeframe;
the flyers would be printed along with being distributed before the commencement of Graucob’s
Store. The social media accounts would be generated prior to the initiation, however, these
would be requiring customary updating in ensuring that the information on the websites are
proper and maintaining interaction with the customers. The word-of-mouth would be a regular
process where the business would be encouraging the customers in sharing their experience with
friends and family in helping in raising awareness of the business. Once the business would be
opened the business cards would be distributed for the customers with the belief of repetitive
visits to the store.
3.8 Legal Requirements:
Graucob’s Store would be operating within the industry of hospitality. For them it is
important for being aware of the legal requirements along with the legislations. Failure in
complying with the actual legislations might land the business into some sort of serious trouble
which might in all probability lead to prosecution. The preponderance of the legislations can be
found in the website of the UAE government, offering the owners of the business the relevant
information along with the guidelines ensuring the fact that the business does not break any sort
of law.

40
FINAL MBA THESIS
3.9 Funding:
After conducting of the thorough research study into the cost of start-ups within the
catering industry, it has been found that the industry of sandwich and a small level business
within this industry would only be requiring lower costs for start-ups. Therefore, the owner of
the business would be investing AED 60000 from his personal savings and AED 8000 has been
invested by his family for helping in the start-up of the business.
3.10 Future Developments:
It is significant for the owners of the business in thinking about the growth of the
business in the future, a factor that would be keeping the business ahead of the competition in the
market. However, the owners of the business tend to overlook this and lack in planning ahead
which turns out to be big mistakes as lacking in the direction could shift a business from success
to failure. Graucob’s Store identifies the significance of the future plans of growth and
developing of the strategies that could help in growing the business further. Once Graucob’s
Store has been able to gain an important interest and is attaining a stable increase in the figure of
sales and profits, the owner would be hoping to carry out the following plans.
Development of Products Graucob’s Store would be starting off with a
relatively small menu that would be manageable
and would be lowering the cost of holding the
stock. Specials that have been offered in the
previous years would be evaluated with the
additions of the most popular ones into the menu
list on permanent basis.
New Services It has been found that the deals of the meals were

41
FINAL MBA THESIS
unfeasible for Graucob’s Store on initial basis.
However, the researcher would look into providing
this service in future time. Presently, the business
would be offering the delivery service on the bulk
orders which could get expanded through lessening
of the number of minimum products that has been
ordered to qualify for the service.
Expand Business The researcher’s original idea is having Graucob’s
Store as a catering van business sort. However, it
has been found that it would rather be difficult in
finding a enduring pitch for the van, therefore, it
has been decided that the business should require to
be started within a building.
Once the business has been set up, the researcher
might focus on buying of the catering van that has
the ability in taking Graucob’s Store to various
other locations within Dubai.
3.11 Contingency Plan
A contingency plan is required for any sort of business. Graucob’s Store would not only
be having a strategy for future growth but also a contingency plan. This contingency plan would
be ensuring the fact that if the initial plan does not work as per the desire of the management and
as estimated, the business would be better equipped and prepared in dealing with the
circumstances.

42
FINAL MBA THESIS
4. Market Research:
4.1 Secondary Research:
The secondary research undertaken by Graucob’s Store was in the form of a complete
review of the literature. The resources that were taken into consideration were journals, books,
databases along with relevant websites. The main function of the literature review was in
researching the industry of sandwich on a whole, the significance of the small businesses in the
economy of UAE and the significance of local sourcing (Matias 2016). Although the review of
the literature only gave Graucob’s Store the relevant information on the market of sandwich in
Dubai and not of the Sheikh Zayed Road for the size. This helped in conducting the primary
research in finding appropriate information in getting an insight into the demand of the market in
Sheikh Zayed area.
Key Findings:
Healthy Lifestyle is stated to be one of the main parts in the everyday life of general
public in UAE, especially Dubai for the number of industries that are being positioned there.
Dubai is a place that is frequently being visited by many foreigners, business tourists who
consider healthy eating to be more important than the cost of the products. It has been reported
that the sand which can be bought from the supermarkets takes in more salt, saturated fats and
sugar than the burgers from some of the leading fast food chains. A supermarket meal deal could
be even worse as it includes the sugary drinks and crisps that could mean that a lunch could go
up to 1000 calories.
The market of bakery products can be broadly segmented into three major segments, like
the type of the product, type of distribution channel, along with the geography. Regarding the

43
FINAL MBA THESIS
type of the products, it can be classified into rolls and breads, morning goods, pastries,
doughnuts, biscuits and others. Rolls and breads have the biggest share of the market generally
accounting for 45 per cent of the demand. By the type of distribution channel, the market can be
segmented into the form of hyper markets, convenience stores, specialty stores and super
markets.
Local highlighting has been tinted as one of the ways in which the business would be able
to generate a good notion on the local people as it would demonstrate the fact that the business is
enthusiastic to invest within the local communities. This would be one of the strategies that
Graucob’s Store believes in and would be a factor that could provide the business a competitive
advantage over the others in the same industry. The Bakery and Cereal market is on the high in
UAE which leads to the fact that the sandwich market in UAE would only be growing. However,
it has been stated to be highly unlikely that the customers would be loyal to one outlet of
sandwich as the factor of convenience is stated to be a significant factor for the purpose of
purchasing from a business.
4.2 Primary Research:
Once the information gathered from the literature review has been analyzed, two primary
methods of research were being developed in finding appropriate required information. These
generally took the form of the questionnaires that were distributed to the general public in the
Sheikh Zayed Road in Dubai with the interviews being conducted with the local outlets of food.
The purpose of the interviews were mainly in finding the relevant information of what is being
required for being successful within the industry of food.

44
FINAL MBA THESIS
Questionnaire:
Questionnaires have been handed out on the high street of Sheikh Zayed Road, Dubai
along with being distributed online for finding whether there is demand factor for the new
sandwich outlet in the town. A target was previously been set in getting around 100 respondents
for the project which was met and a total of 100 questionnaires were being completed. They
comprised of 40 paper based questionnaires along with 60 online questionnaires being
accomplished. The process started on August, 2018 and the process of research was completed
within the month. The online version of the questionnaire was being distributed in Facebook,
accompanied with message in ensuring that the completion of the filling up of the questionnaire
would only be done by the people of Sheikh Zayed Road, Dubai. Only the results from a range of
the questions would be evaluated, only the important questions are being taken into consideration
for Graucob’s Store.
Q1. Would the people be interested in purchasing from the New Sandwich Outlet?
Answer Response %
a. Yes 90 90%
b. No 10 10%
The results demonstarte the fact there is generally huge demand for the new sandwich
outlets in the area of Sheikh zayed Road, Dubai, with 90 per cent of the people voting that they
would be keen in purcshaing from the new snadwich outlet. This is stated to be onme of the

45
FINAL MBA THESIS
important factors as starting the business that would not be able to generate demand would be of
no use. During the rpocess of dustribution of the questionnaires that were paper based, the
participants were introduced to a sample menu of the products that Graucob’s Store could offer
potentially. The participants seemed relishing the products as they all pointed out to the fact that
it would be of unique sort, especially in the area of Sheikh Zayed Road, Dubai.
Q2. What would be the ideal opening and closing times opf Graucob’s Store?
Opening Time:
Answer Response %
a. 8 am 70 70%
b. 8:30 am 20 20%
c. 9 am 10 10%
Closing Time:
Answer Response %
a. 7pm 24 24%
b. 8 pm 36 36%
c. 8:30 pm 40 40%
This illustrates the fact that the opening time of 8 am is stated to be ideal for Graucob’s
Store for opening as people would be able to get hold of some early morning breakfast before
starting a hectic day. The planned idea of having a menu for breakfast is therefore very popular
as around 85 per cent of the participants would in all probability like to have an option in

46
FINAL MBA THESIS
breakfast during morning hours. However, it was a bit difficult in determining a closing time of
ideal nature as the votes were being circulated relatively consistently with 8 pm and 8:30 pm
being the lightly more accepted. On Fridays the business would be closed early in the morning
for obvious reasons.
Q3. How much the consumers are willing to pay for sandwiches?
Answer Response %
a. Up to AED 12 35 35%
b. Up to AED 20 33 33%
c. Up to AED 25 32 32%
This question was mainly focusing on the total population within the Sheikh Zayed Road
who were willing to pay for the sandwiches, more than half the percentage of people willing to
spend AED 20-25 for a bite of the sandwich. This is a judgment that is significant for any
probable business in getting right at setting the prices in incorrect manner that could jeopardize
the profits of the organization and potentially putting them out of the business. If the public is of
the belief that the products within the business are too expensive, then it would be highly
improbable that they would be buying from the business. Graucob’s Store has made use of the
results in determining the product’s prices. The most exclusive product has been priced at AED
25, even though after conceding of the opinions of the contributors the product prices could
augment upto AED 30 in future if it is exaggerated by the factor of inflation.
Q4. How many are willing to try out the Dessert Wrap?
Answer Response %

47
FINAL MBA THESIS
a. Yes 65 65%
b. No 35 35%
This question looked into the demand for an idea where the author ahs a part of the
intended menu. This was the plan of designing the dessert wraps, taking an inspiration from the
United States. This proved to be an idea where splitting the participants opinions as 35 per cent
of the participants would not be disposed to try out the dessert wraps. However, 65 per cent of
the people were maneuvered by the notion and belief that it might be something that could be
thriving. This could be a USP of Graucob’s Store as it would be an idea where the rivals
positioned within the local area does not provide. The small businesses of small nature would
often be having small budgets, so allocation of the resources in adequate manner is key and
capital would be wasted on purchasing the components for the idea. This would not be a
permanent product on the list of the menu; however, the testers could be generated in seeing
whether the consumers would be embracing this new product. Thereby, the business would not
be committing to bigger amounts of the resources to a perception which probably would not
work.
There was an open ended question at the end which facilitated the participants in making
additional comments, the bulk of the questions were much positive along with giving suggestions
for the things which could develop the business. These took into account a wider range of
offerings like the salad boxes, various options of ordering and even offering of the discounts.
The participants also gave the identical opinion on the factors that would be improving the
product quality and improving on the business factor of Graucob’s Store. In general, the

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questionnaires found out that there is much demand for the new sandwich within the area of
Sheikh Zayed Road. It illustrates the fact that this business idea is of unique nature as various
participants are of the notion that there is lack of any businesses in the area which provides this
sort of products.
Interviews:
It is important in conducting the research with the people that have experience in the area
related to the research topic. Both the outlets of the food have been within the business for over a
period of time with one of its business existing within the industry of sandwich (Abushelaibi et
al. 2016). Therefore, Graucob’s Store focused on organizing of the interviews with the local
outlets of food inclusive of sandwich within that area for the purpose of gaining of the
information. It has been found that for keeping the cost of production lower, it is necessary in
buying the components from various suppliers.
Due to having various suppliers, both the outlets would obtain deliveries during the week
with some being able to deliver only within certain specific days. The key rivals of both the
outlets of foods were the businesses which would be selling similar sort of products like them,
and indicating that it would be challenging in competing with the supermarkets as they possess
the power of buyer bargaining over the small business of individual nature. For having various
suppliers, both the outlets would be receiving deliveries across the week with some being able to
deliver only on the week days. The main rivals of both the food outlets were the businesses that
have been selling similar kind of products like them, indicating towards the fact that it is
challenging in competing with the big supermarkets for their more bargaining power.

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The use of the word-of-mouth has always been popular for both the businesses, with one
making use of the local newspaper for the purpose of advertising, though; it has been recognized
for not being that effective and is often stated to be costly. The usage of the social media sites
like the Facebook has become one of the dominating tools as one of the businesses believes in
the fact that it is responsive and has the ability in reaching the targeted audience instantly.

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Chapter 5: Data Analysis
5.0: Discussion and analysis
This part will help in evaluating and analyzing the different aspects of the research,
which helped in conduction of the study in a proper manner. It will take in to consideration the
limitations that arose during the process of the research as well as the outcomes of the research.
It is necessary to analyze the research study along with all the processes so that it can help in
making proper recommendations by the researcher, which in the future can help in improving the
study of the research process.
The research was conducted to investigate the feasibility of opening Graucob’s store, a
gourmet sandwich store in Sheikh Zayed Road in Dubai. The uniqueness of the company is that
it helps in preparing sandwiches, which are fresh and uses various kinds of fillings that are not
found in any of the sandwich stores present in that area.
5.1: Planning process and Time management
The research was conducted over a period of seven months from scratch, however, it was
seen that the process of planning began before the period of research. During the period, the
researcher had undergone all the major sectors that are present in the retailing business so that all
the necessary information can be collected in a proper manner. The researcher took the help of a
timeline that helped him in establishing proper guidelines for the completion of the research and
helped in meeting all the deadlines so that discrepancies in the process can be avoided.
Some of the processes were problematic in nature, as the use of ethics delayed the
completion of the process of research as anticipated by the researcher. This was due to the fact

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that the researcher had to take authoritarian permission for the primary research to be conducted
among the public in an efficient manner. This caused a delay in meeting some of the targets
within the allocated deadline due to the pressure of work that was related to the completion of
the other studies in the final year of the university. The process of research was one of the factors
that consumed maximum time for the progress of the project. The review of the literature and the
analysis that was done based on the data of the primary research took long period than most of
the tasks, as it had helped in providing reliable and accurate information.
5.2 Business Plan
The business plan helps in analyzing the structure along with the other details of the
company so that the projections for the future can be accurate and reliable as well as detailed. If
the company is going to consider the banks as the investor in the business, then the plan will act
an important role, which will help in deciding the amount that needs to be invested in the
business. This is the important part of the project, which is the reason for the author to take up a
detailed analysis in the business plan.
Different templates helped the researcher in creating the business plan for the company,
which helped in ensuring that all the major aspects of the plan, is incorporated within the plan. A
thorough research was conducted to come up with an appropriate logo and name for the business.
This is the important part, as it will help in creating value for the business because the customers
will remember the name of the company through the logo that it carries.
The company will operate as a sole proprietorship, as it is the simplest and the most
common type of ownership with respect to business. This part will help the researcher in
understanding the cost if the ingredients, which will result in determining the cost of the sales so

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that the strategy for the price can be done in a proper manner for the business. The researcher
had undertaken various researches on the butchers and the bakeries that are available locally so
that the fresh produce can be outsourced to the business in a proper way. The review of the
literature helped in establishing that the company will be beneficial if the ingredients can be
sourced from the local economy, which will help in improving the image of the business. It will
also further help in the company, as the people of the locality will be willing to invest more
within the company.
The possibilities that have been found by the researcher are that the company can take the
help of advertisements, which is an important tool in the marketing strategy. The strategy for
marketing that will be used by the company will be the extensive use of the social media along
with the distribution of the flyers so that the company can be known to people in the local area.
The researcher took this decision, as it was based on the interviews that were conducted, which
stated that the ads in the newspapers are expensive and will not be effective for the advertisement
of the company. It can also be seen that the social media is an efficient way of marketing the
companies, as most of the people are available in some of the platforms of the social network. It
was also derived that around 40 percent of the people who took part in the survey are likely to
use the social media to gather information about new businesses.
The uniqueness of selling the products is one of the factors according to the researcher,
which will help in providing a competitive edge over the competitors that are present on the
Sheikh Zayed Road. One of the varieties that will be found in the store is the availability of the
rice boxes, which is not present in the other sandwich stores located in the area. This variety was
accepted by the participants of the survey as well, as they thought that it is a unique idea for
business in the locality. The local ingredients that will be sourced from the market will be

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beneficial for the business, as it will help in keeping the costs low and the premise that has been
chosen for the business is a popular attraction for the tourists, which will help in increasing the
sales of the company.
5.3: Market Research
5.3.1: Secondary research
The review of the literature has been compiled based on the secondary sources of data
such as the journals, websites and the books. The literature helped in studying the sandwich
industry and its demand in the Dubai market. It also focused on sourcing of the local ingredients
that will help the local producers and suppliers as well along with the business. The small
business sector is important, as it helps in adding value to the economy in the Dubai market. It
has also been inferred that the sandwich industry in the economy of the Dubai market is worth
millions of AED, which shows that it has a good rate of growth in the market.
The literature review has helped the researcher is providing better idea about the current
trend that is prevailing in the Dubai market and the cuisines that are influential in the world food
market. The use of the literature review in a better manner has helped the researcher in devising a
structure for primary research that is essential for the project.
5.3.2: Primary research
The primary research has been conducted by the researcher in and around the
surrounding areas of Sheikh Zayed Road, which helped in getting a better insight about the
demands that are prevailing in the market and the information that were missing in the secondary
sources. The qualitative and the quantitative method of primary research have been considered
by the researcher, which helped in extracting better information from the participants.

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The interviews that were semi-structured in manner was the chosen method for
qualitative research for the researcher. The use of these interviews helped the researcher in
gathering information from the food businesses that are already established within the local area.
The questionnaire that had been prepared by the researcher was sent to hundred participants so
that the responses can be gathered, which helped the researcher in reaching a finite conclusion
for the study of the research.
Interviews with the owners of business
The interview with the business owners will help the researcher in gathering better
information regarding the food outlets that are present in the local area and the necessary
requirements, which will help in establishing the business. It also helped in looking at the trend
that is available currently among the customers within a radius of 10 miles of the location that
has been proposed in the business plan. It also helped in taking the advice of the owners, which
will help the company in opening its sandwich store.
The interview was conducted with the owners of The Golden Dragon, which is a Chinese
takeaway food joint and Salma Sandwich, which is a sandwich shop in the same locality. These
businesses seemed to be appropriate for the Graucob’s store, as it has been established long ago
and are successful business ventures in the same area. The Salma Sandwich Company is also a
direct competitor for the company, which will prove to be beneficial for the new business in
gathering insights regarding the sandwich industry. The primary reason for choosing the two
varieties of stores helped the researcher in gaining better information about the target markets
and the operations that it carries during the lunch and the evening hours.

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Questionnaires
The researcher used the responses of 100 questionnaires where around 30 of the samples
were distributed among the participants on the street and the rest was distributed online with the
help of Facebook and the questionnaire tool known as Qualtrics. The primary reason for these
questionnaires is to analyze the demand that is present in the local area with respect to the
sandwich store. The participants of the questionnaire were shown a sample of the menu, which
helped them in getting an idea of the various varieties of food that the company would offer.
This process took less time than it was anticipated by the researcher and the collection of
the responses was completed within six days. The helpful attitude of the local people helped the
researcher in completing the collection of the responses at a faster rate. Some of the questions
were found out to be confusing by the participants, which were solved by the researcher by
explaining it to them.
The process of research has helped the researcher in gaining valuable information, which
has helped the researcher in understanding the basic aspects for the new business. These are
inclusive of the time of opening the store for the business along with the strategies that will help
in pricing of the products.
5.4: SWOT and PESTLE analysis
These analysis have been conducted with respect to the company, as it has helped in
providing the researcher a thorough understanding of the environment where the business will be
done. The use of SWOT as an essential and effective tool will help the business in analyzing the
external and the internal environment of the start-up business. The PESTLE analysis will help
the new business in analyzing the macro environment externally in which the business will be in

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operation. These tools will help the company in developing the marketing strategies along with
the goals of the company, which is essential for the operation of the business.
It was found that the company has strengths and opportunities on a greater scale, which
will help in side lining the negative points for the company. It was also found out that the
external environment will create a major impact on the business and the company needs to be
ready to capitalize on the positive points instantly.
5.5: Financial forecast
This particular section of the process of the research took lot of time to complete than it
was expected, as the flow of cashes that will be required in calculating the production costs, rates
of the business and the bills with respect to the utilities that are used in the business. This is an
important process, as the slightest miscalculations can have a negative result on the margin of
profit and the total cash flow for the company. The miscalculations may also lead to the financial
forecast, which may become invalid in the future and may jeopardize the situation of the
company in the future. It was difficult for the researcher to get access to the quotes from the
suppliers, as accurate information was required about the volume that will be required by the
company. Thus, the revision of the pricing strategy is necessary to collect the exact information
about the amount that will be required for the supplies. The researcher had set a maximum limit
to the price in the questionnaire, which helped the interviewee in providing appropriate
responses. This had helped the company in researching the market in a better manner and the
amount that the customers are willing to pay for the products of the new business.
The sales that will be made by the company will take some time to be assessed, as it will
be difficult to calculate the amount of sales that will be generated by the business. This provided

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a better idea to the researcher regarding how much of the product can be sold so that the
company can start to earn a minimum margin of profit. The calculation of the wages has also
been done so that it can help the company in estimating the cost that needs to be paid on a
monthly basis to the employees.
5.6: Entrepreneurship
After the process of the research got completed, the researcher found that taking up the
responsibility of an entrepreneur requires a high level of passion and determination. One of the
participants for the interview stated that a person needs to start a food business if the person is
passionate and loves in doing what he/she is doing. This is due to the fact that the food sector is
one of the difficult industries where an entrepreneur can start up a business venture but may not
wish to continue it. Moreover, the author is of the belief that the individuals need good level of
support if they want to be successful in the food sector along with the passion that needs to be
present within the individual.

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Chapter 6: Conclusions and Recommendations:
6.1 Conclusions:
Prior to the initiation of the project, the main aim that was being set by the author is to
evaluate the feasibility of commencing a gourmet sandwich store within the area of Sheikh
Zayed Road, Dubai. Several objectives were being set for assisting in attaining the project aim.
The next segment would be outlining the objectives that were being achieved during the course
of the study.
6.1.1 Analysis of Objectives:
This section would be evaluating the objectives that are being met in attaining the overall project
aim;
a. Conducting of the comprehensive writing on the industry of catering. Academic sources
would be used in ensuring the gathered information is from the sources of reliable nature.
The literature review facilitated the researcher in obtaining a perfect understanding on the
macro environment. The information obtained took into account the present trends of food in
Dubai, the significance of the location along with the local sourcing., the issues and demands
pertaining in the present market and the significance of the small businesses within the UAE
economy. It was also been found the hygiene for foods is crucial for the business of food as the
poor standards of hygiene along with practices might at point lead to contamination and food
poisoning.
b. Conducting detailed primary research in the Sheikh Zayed Road, Dubai for
investigating the demand for the sandwich outlet using interviews and questionnaires.

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The researcher was able to adapt the obtained information from the review of the
literature into a resource that is being formed into the mould of the primary research. The
objective was being attained by distribution of the questionnaires for the public within the Sheikh
Zayed Road, Dubai along with the interviews with the local people of the posh area. The primary
research helped the researcher through the process of decision making on some of the significant
aspects of the business. It was found that around 90 per cent of the participants of the
questionnaire stating they would be interested in buying products from the new outlet of
sandwich. This procedure also found some of the relevant information that would be helping in
improving the business and assisting the Graucob’s Store management. By asking the rivals the
product number they sell and then monitoring about the most accepted products assisted the
researcher in establishing whether the products and the prices set are worth of each other. The
results showcased the fact that the local residents would be desiring to pay as much as AED 25
for a sandwich.
c. Conducting secondary research on the demand of the market. Reports would be used
from reliable sources.
This objective was being met through the conducting of the process of research. It has
been found that the demand of gourmet sandwiches is significant in Dubai, especially in the area
assigned for this project work, even if there lies the threat of supermarkets. The research also
found out the fact that the Dubai consumers like the sandwiches from the specialist outlets more
than that of the convenient stores and supermarkets. Reports from the sources suggest that the
website of food authority in Dubai provided with the upgraded statistics of the industry and a
forecast on the expected growth of the industry and its present worth.

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d. Study the legal needs of the catering business. This would be including legislations by the
UAE government and the legal requirements of the Dubai authorities.
The researcher was able to find all the legal requirements that would be having an impact
on Graucob’s Store, which were easily accessible from the website of the Governments along
with the Food Security Agency. It is important for business of any stature in following the rules
and regulation of the area or country in which it is operating as trading legally is important
especially considering the fact it is a food business.
e. Compile a plan of business for Graucob’s Store in establishing the feasibility of the idea
of the business. This would be including a detail forecasting of the financial facet of the
business along with the research of the internal and external environments where the
business would be operating through tools like SWOT and PESTLE.
A detailed business plan has been compiled on Graucob’s Store. This was being
segregated into various sections and each of these would be having its significance in the process
of planning. This ensured that all the relevant information has been included within the plan of
the business. The business took into account the product and services, the strategies related to
marketing and pricing, research of the market along with other possible information of
Graucob’s Store. The financial forecast is another segment that is being created as part of the
business plan for the business set-up. This provided an opportunity to the researcher in getting
insight on whether Graucob’s Store would be estimating the sales volume and the costs within
the business set-up. The analysis through SWOT and PESTLE provided the author with a proper
understanding of the business at macro and micro level where Graucob’s Store would be
operating.

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f. Conclude and suggest possible recommendations and the idea of the business can be
developed in future.
The project has been able to find that Graucob’s Store is one of the practicable business
ideas that could succeed if it was to be achieved. Recommendations need to be made in helping
the researcher develop the project or that of any other in similar configuration.
6.2 Recommendations:
This project has been able to prove that the idea of business of Graucob’s Store would be
feasible, though there might be certain issues throughout the process. Although the glitches seem
to be only minor and as such had no effects on the total outcome of the overall project study. It
somehow affected the capability of the researcher in meeting the deadlines of some of the
objectives of the project. This segment would be including the part of recommendations where
the researcher might deem the future planning of the project.
a. One of the key recommendations would definitely be the timeline that is being set for the
objectives. The researcher was unable to anticipate that some segments within the project would
take much longer in completing, thereby it would be recommended that the researcher needs to
facilitate a broader timeframe for these sort of tasks.
b. It is being recommended that the procedure of creating or generating the financial forecasts
needs to begin early in the year in avoiding any sort of clashes with the various other project
aspects.
c. The researcher suggests that some of the aspects of the plan of the business needs to be
completed during the first phrase as this is generally the period that was being mostly spent
completing the review of the literature along with the ethical approval outline.

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Overall it can be stated that the project has been a success as the researcher has been able
to attain the objectives that were being set at the starting of this procedure and more
significantly, the main aim was also been attained. The researcher was able to gain valuable
information and knowledge that could be applied by him in his future endeavors. The researcher
is confident enough of using this as a template if the researcher is to initiate a business in the
future.

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Appendices:
The following is the questionnaire that would be distributed in knowing and
understanding the consumers taste and preferences along with the way they perceive a new
business to be in serving the customers. The main aim is to focus on the consumer behavior and
the way they react and respond to new businesses and the things they look into or take into
consideration while selecting a new business especially for eating purpose. A full secrecy would
be maintained for the answers as no private information would be leaked out that might
jeopardize the overall process.
Appendices 1:
Questionnaire:
1. Which age criteria do you fit into?
a. 18-24
b. 25-31
c. 32-38
d. 39-50
2. What is your present status of employment?
a. Work from Office
b. Work from Home
c. Student

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d. Unemployed
3. Where do you buy your lunch from?
a. Cafeteria
b. Supermarkets
c. Local Food Shops
d. Home
4. Where do you look for new kind of business?
a. Social Media
b. Local Newspaper
c. Internet
d. Yellow Pages
5. Would you be interested in purchasing products from a newly started sandwich shop?
a. Yes
b. No
6. What would be the ideal opening times opf Graucob’s Store?
a. 8am
b. 8:30am

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FINAL MBA THESIS
c. 9am
d. 9:30 am
7. What would be the ideal closing times opf Graucob’s Store?
a. 7pm
b. 7:30 pm
c. 8 pm
d. 8:30 pm
8. Would you be engrossed in having sandwiches/wraps for breakfast?
a. Yes
b. No
9. Would you be desiring to wait a bit longer for the freshly prepard sandwiches?
a. Yes
b. No
10. How much the consumers are willing to pay for sandwiches?
a. Upto AED 12
b. Upto AED 20
c. Upto AED 25