62 INDUSTRY RESEARCH PROJECT 62 INDUSTRY RESEARCH PROJECT

Running head: INDUSTRY RESEARCH PROJECT
Industry Research Project
Name of the Student
Name of the university
Author Note

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INDUSTRY RESEARCH PROJECTAcknowledgement
This research allows me to expand my knowledge more and provide me the opportunity to
conduct a research. I would firstly like to thank my principal Mr./Mrs./Miss.
_____________________________________ for allowing me to be a part of the
_____________________________ University.
I would also thank my mentor Mr./Mrs./Miss. _____________________________________ for
guiding me throughout my research and suggest me effective ways so that I can accomplish my
research within deadline.
My friends and classmates also helped me to collected useful information for the research.
Lastly, I would like to thank my parents as they provide me continuous support and
encouragement to complete my research.
Thank you all.

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INDUSTRY RESEARCH PROJECT
Executive Summary
The success of an organization depends on many factors. One such factor is effective selection of
resources and business approaches that can enhances the performance of the organization and
improve its sales. Business performance can be easily witnessed in restaurants as people often
visit their and it is a growing industry in any corner of the world. In this research the major focus
is on a restaurant called Bollywood Corner. The research also aims the failure factors of a
restaurant that do not allow them to attain maximum profitability. Primary research is planned in
this research to collect the data and both the quantitative and qualitative methods are used in this
research. The total number of samples is 33 among which 330 are the customer if he restaurants
and the remaining three are the different restaurateurs, who run their business nearby. These
restaurants face some problem in their business due to which they are unable to make enough
profit. Thus, the research highlights what factors can accurately impacts the sale of a restaurant.

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Table of Contents
Chapter 1: Introduction..................................................................................................................10
1.0 Introduction..........................................................................................................................10
1.1 Background of the study......................................................................................................10
1.2 Background of the organization...........................................................................................11
1.3 Research Aim.......................................................................................................................11
1.4 Research objectives.............................................................................................................11
1.5 Research Questions..............................................................................................................11
Chapter-2: Literature Review.......................................................................................................13
2.1 Introduction..........................................................................................................................13
2.2.1 Macro and Micro Factors of Failure for a restaurant........................................................13
2.2.1.1 Macro-factors for restaurant failures.........................................................................13
2.2.1.2 Micro factors for restaurant failures..........................................................................15
2.2.2 Failures to adopt marketing theories and concepts.......................................................16
2.2.2.1 Inappropriate SWOT Analysis..................................................................................16
2.2.2.2 Problem in marketing mix.........................................................................................18
2.2.2.3 Inefficiencies in developing proper segmentation, targeting and positioning...........20
2.4 Conceptual Framework........................................................................................................21
Chapter- 3: Research Methodology...............................................................................................23

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INDUSTRY RESEARCH PROJECT
3.0 Introduction..........................................................................................................................23
3.1 Research Philosophy............................................................................................................23
3.1.1 Justification of the chosen research philosophy...........................................................24
3.2 Research Approach..............................................................................................................24
3.2.1 Justification of the chosen research approach..............................................................24
3.3 Research purpose.................................................................................................................24
3.3.1 Justification of the chosen research purpose................................................................25
3.4 Data collection method........................................................................................................25
3.5 Data analysis method...........................................................................................................25
3.6 Sampling technique.............................................................................................................26
3.6.1 Sample Size..................................................................................................................26
3.7 Research ethics....................................................................................................................27
3.8 Research Limitation.............................................................................................................27
3.9 Research Timeframe............................................................................................................28
Chapter-4: Findings and Analysis................................................................................................29
4.1 Quantitative Analysis...........................................................................................................29
4.2 Qualitative Analysis.............................................................................................................52
Chapter-5: Conclusion..................................................................................................................56
5.1 Conclusion...........................................................................................................................56
Reference List................................................................................................................................57

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Table of Images
Image 1: Structure of the Dissertation...........................................................................................11
Image 2: SWOT Analysis..............................................................................................................15
Image 3: Marketing Mix- 4P.........................................................................................................17
Image 4: Segmentation, Targeting and Positioning Model...........................................................19

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Table of Tables
Table 1: Research Timeframe........................................................................................................27
Table 2: Response on gender of the respondents...........................................................................28
Table 3: Response on age of the respondents................................................................................29
Table 4: Response on frequency on restaurant visit......................................................................30
Table 5: Response on taste of food................................................................................................30
Table 6: Statistical interpretation on taste of food.........................................................................31
Table 7: Response on quality of ingredients..................................................................................32
Table 8: Statistical interpretation on quality of ingredients...........................................................32
Table 9: Response on food service speed......................................................................................33
Table 10: Statistical interpretation on food service speed.............................................................34
Table 11: Response on food temperature......................................................................................35
Table 12: Statistical interpretation on food temperature...............................................................35
Table 13: Response on ambience of the restaurant.......................................................................36
Table 14: Statistical interpretation on ambience of the restaurant................................................37
Table 15: Response on quality of AC services..............................................................................37
Table 16: Statistical interpretation on quality of AC services.......................................................38
Table 17: Response on music of the restaurant.............................................................................39
Table 18: Statistical interpretation on music of the restaurant......................................................39
Table 19: Response on restaurants cleanliness..............................................................................40
Table 20: Statistical interpretation on restaurants cleanliness.......................................................41
Table 21: Response on restroom cleanliness.................................................................................41
Table 22: Statistical interpretation on restroom cleanliness..........................................................42
Table 23: Response on impact on the sale of a restaurant due to economy..................................43