Integrated Business Management Project

Integrated business management project 0
Integrated Business Management Project
Student’s Name
5/30/2019

Integrated business management project 1
Introduction
The growth in the tourism industry has developed the market potential and has developed
various market opportunities for the business. In accordance with the tourism research
Australia statistics Central NSW is considered as the best tourism spot in Inland Australia and
the number of visitors has increased to 14.92% (Central Western Daily, 2018). It is analyzed
that Orange wine festival alone contributes $1.5 million to the Australian economy and is
considered as the best tourism spot (Central NSW, 2019).
Central NSW is a welcoming city that is full of life, elegant streetscapes, beautiful parks and
some of the best regional food and wine in Australia. Orange is considered a colourful city in
Australia. The colors are showcased in the middle of the city’s magical Cook and Robertson
Parks and the Orange Botanic Gardens. The city consists of flourishing cultural scenes,
cosmopolitan cafes, restaurants and the theatres that add flavours to the city in the unique
style. The city has a direct flight from Sydney, regular country link service, and excellent
road access. Such characteristics make the city a great destination for the shorter and long
term stays (NSW government, 2019).
Considering the opportunity from the characteristics of Orange the report will focus on the
development of Delight restaurant that will provide the flavours of cultural cuisine and will
be located between the rolling green hills of Orange. The report will reflect upon the elements
on market channel structure, market entry mode, competition, marketing channels, pricing
and the profile of the customers. It will also cover the strategic framework to provide a
detailed analysis (Tourism Western Australia, 2019).

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Market structure channel
Market structure describes the distribution channel that the business uses to make the
products or the services available from the producer to the end user. Delight restaurant will
use zero level channels under which the restaurant will directly serve its customers. Adoption
of this channel will allow the restaurant to provide personalized services to the customers and
deliver a valuable experience to the customers (Kozlenkova et al, 2015).
The zero level channels will allow the restaurant to focus on the needs of the customers and
develop strong relationships by interacting with the customers. It will help in providing quick
service and target potential customers. Using the zero level channels will help the business to
reduce the operating cost and increase the profitability of the restaurant (Palmatier et al,
2016).
Competition
It is analyzed that the intensity of competition is high. The main competitors of the restaurant
are Overland Indian restaurant, Lolli Redini, Scrumptious on Summer and Charred Kitchen &
Bar. These are the main competitors of the restaurant because the dishes are moderately
priced and if offers different cuisines that are gluten-free and includes vegetarian options.
These restaurants have a strong customer base and make continuous innovations to attract
potential customers. The restaurants provide the finest collection of wines and ads flavor to
the tastes of the customers (Trip Advisor, 2019).
The other competitors provide cheap price products and deliver fast food which is becoming
the greatest competition because the changing preferences of the customers over the fast
foods and cosmopolitan cafes creates the threat for the restaurant in developing its market
position where the rivalry among the existing restaurants is high. (Pinstrup-Andersen, 2015).

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This develops the emerging need for the restaurant to understand the market size and the
preferences of the customers and innovates the services to attract potential customers.
Considering the intensity of competition, Delight Restaurant will focus on providing the
cultural taste to the customers and will focus on providing personalized services to deliver
valuable services to the customers (Pinstrup-Andersen, 2015).
Market Entry Model
Delight restaurant will enter the Australian market using the licensing entry mode. Under the
contractual agreement with the Australian government, the restaurant will gain the right to
use the technology, resources, trademark, patents and the name of the company. Through
payment of the licensing fee, the restaurant will gain the right to produce and sell the
products in the Orange city and develop the market for delivering service (Murphy, 2018).
Adoption of the licensing model of entry the restaurant will be able to make a quick entry in
the Australian market and will require less financial investment in entering through licensing
mode. It will allow the restaurant to earn a higher rate of returns and will involve less risk in
comparison to the other entry modes. This mode of entry is beneficial to the restaurant
because the Australian government puts various trade barriers and also requires legal
protection to use the resources of the target market. The restaurant will receive the license to
use the technology and the technical know-how of the city. It will allow the restaurant to hire
the workers and use their business skills. The restaurant will be liable to perform under the
rights stated by the Australian government (Murphy, 2018).
Support
The restaurant will consult to Austrade services to get a deep insight into the Australian
market. The networks of Austrade will provide insight into the cultural tips for doing the