Strategies Applied by New White Oceanic Restaurant & Bakery Case Study

This case study examines the strategies employed by New White Oceanic Restaurant & Bakery to attract customers in Qatar. The restaurant, founded by Tenisan De Silva, a Sri Lankan entrepreneur, overcame various challenges, including a lack of initial capital and experience, to establish a succe...Read More

Management case study proposal
STRATEGIES APPLIED BY NEW WHITE
OCEANIC RESTAURANT & BAKERY TO
ATTRACT CUSTOMERS IN QATAR

Contents
1. Case Background.........................................................................................................................1
i. Information about the organization..........................................................................................1
ii. Case Theme.............................................................................................................................2
iii. Case Study Objectives............................................................................................................2
2. Description of the Case Study.....................................................................................................2
i. Selection of company...............................................................................................................2
ii. Time Line................................................................................................................................3
iii. Significant events that took place in a given period...............................................................3
3. Framework for study....................................................................................................................6
3.1 Case framework.....................................................................................................................7
4. Methodology................................................................................................................................8
4.1 Area of study..........................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

1. Case Background
In a life span of a person, there are different types of ups and downs that are faced. As per
the type of person that is carried out by individuals provide them with the strength to overcome
them or to live with it. There are people who make use of the opportunities that prevail in the
market and take up appropriate steps so that they are able to achieve their desired goals and
objectives. Around the world, there are different companies that work for gaining profit
(Barringer, 2012). However, this is only possible when they are able to understand the need and
requirement of customers. Further, there are individuals who has taken up business risk in spite
of experience that these people possess are of different field. Present case study is on restaurant
that was stated by Tenisan De Silva who worked hard and was able to achieve towards the
desired goals and started New White Oceanic Restaurant & Bakery. Main aspects that he
considered were not to lose hope. Tenisan is from Sri Lanka who lost his job but never loses
hope and used the skills that he possesses to establish his own restaurant and currently he is the
owner of 8 restaurants and two bakery’s.
i. Information about the organization
New White Oceanic Restaurant & Bakery is located at Doha Qatar. In this context, main
focus is make towards the quality of food or the dishes delivered. Further, it includes skilled and
friendly employees. At the initial stage when first restaurant was stated there were just 2
employees but current there are 70 employees working at different branches. They understand
the requirement of customers and aim at raising satisfaction level. The review of the restaurant
shows that all the customers are satisfied and they are able to meet up their needs (Chesbrough,
2010). In addition to this, they also focus on delivery or placing of order within minutes. There
are varieties of dishes that are provided. More specifically, it includes Chop suey, Devilled fish,
Devilled chicken, Fried rice, course String hoppers kotthu and Kotthu rotti. Further, there are
bakery items and all items that people generally get at Sri Lanka. Majority of the dishes prepared
in traditional way that are used by Sri Lankans. Tenisan started up with one restaurant and with
the span of five years he was able to start up four more branches (Osterwalder and Pigneur,
2010).
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ii. Case Theme
Strategies applied by New White Oceanic Restaurant & Bakery to attract customers and
type of training and development provided so that unique perception developed that makes
customers to visit the restaurant.
Main theme of the case study is “Strategies implemented and the type of training
provided to workers that made customers get attract towards the services delivered for growth of
New White Oceanic Restaurant & Bakery”.
iii. Case Study Objectives
 Skills require to develop positive perception within the mind of customers.
 Different type of training provided to employees so that they perform their set of roles
in effective manner.
 Market differentiation strategies applied to develop unique image for the restaurant
among customers.
2. Description of the Case Study
i. Selection of company
There are different reasons due to which I have chosen this restaurant. In this context, the
person who is from Sri Lanka in a foreign country has decided to start a restaurant. There are
different types of issues that are faced to carry over the business to start. Further, he did not had
any capital or investment of his own. Family and friends were helpful for him so that he can start
the restaurant. Further, the experience that he possessed was not of hospitality sector. People
generally try to get successful in the areas in which they are good at. This is because they are
able to understand and analyse the risk that they can face. However, Tenisan did not had any
type of experience in this field still he was able to take the risk and establish the business (Lee,
Olson and Trimi, 2012).
 There are many other similar businesses but Tenisan was able to develop and provide the
services in such a way that he was successful to start up four other branches as well.
 Cited restaurant provide customers with food and dishes that were of from their own
country. Further, the price of dishes are so reasonable and the quality also helped in
making customers to visit and this made an tremendous support in attaining the desired
goals and objectives.
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 Enable to understanding the strategies that are implemented through which success is
attained. Further, I will also be able to develop my understanding towards developing
relationship with employees and customers. Moreover, it covers the ways through which
restaurant is able to raise satisfaction level of customers. I will be able to learn more
about the hospitality sector and it will be favourable enough to develop my future in this
field.
ii. Time Line
iii. Significant events that took place in a given period
There is different growth that has taken place within the organization. Below given are
the timeline:
1994- The owner of the White Oceanic restaurants still remembers the day he had landed in
Qatar
2000- Tenisan met Maureen
2005- Second restaurant was started
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2005- Started delivery of food using bicycle by the owner
2006- Improved the delivering by using Motorbike by the owner
2007- Invested on buying a shop at Doha Souq but it caught fire and it took 3 months’ time to
rebuild it.
2007 & 2008- Lost 1 Bakery and 2 restaurant due to City development plan by Qatar.
2008- Second bakery was started
2009- Fifth one was stated at Industrial Area
2011- Sixth restaurant was started at Parco Mall
2011- Upgraded company status with W.L.L standards as part of their expansion plan of business
in Doha.
There is different type of significant event that took place in the period of 3 to 5 years. In
this context, it is being identified that the firm was able to earn huge profit that they started up
other branches. More specifically, there is various type of strategies that were applied that made
them to attain their objectives in positive manner (Barringer, 2012). Main focus was made on the
skills and the quality of services that were delivered was so effective that they were able to
understand the requirements of customers. There are many research that are conducted and it is
identified that people prefer to get services that are delivered to them at high quality. Further,
there are many people who work in foreign countries and it is obvious that they do not get their
food that used to have at their home town. In this context, when the business is started that
provide people to consume food of their home town, then it is favourable enough for the business
to attain their goals and objectives. In addition to this, people prefer to make use of the services
that are delivered to them at low price but in high quality (Cavalcante, Kesting and Ulhøi, 2011).
White Oceanic Restaurant & Bakery was focused on delivering their customers with dishes at
low price and high quality. This way, they were able to develop positive perception within the
mind of customers. In addition to this, at initial stage there were only 2 workers and with time to
make sure that all the other operations are properly managed, there are about 73 employees.
There are about 50000 Sri Lankans who lived in Qatar and there were two of the
restaurants who provided people with Sri Lankan food (Cavalcante, Kesting and Ulhøi, 2011).
At the initial stage two of the workers who were worked whole night so that they are able
meet all the targets that he had set. There are certain set of skills that all the workers possessed.
From the case study, it can be stated that all work possessed communication skills. It is
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important for workers to possess this skills as it helps to develop strong relation with others
(Yunus, Moingeon and Lehmann-Ortega, 2010). When a person wants to know other person,
then it is possible through effective communication. Another skills that workers possess is
problem solving and decision making. There is different type of issues that were faced on daily
basis and the types of preferences of service users are different. This way, workers are trained so
that they are able to take decisions and solve problems so as to reach the desired goals. Further,
restaurant required to work in groups and in proving others with directions so that they will be
able to perform with their full efficiency. One of the problem that was identified was related with
culture that was followed (Poetz and Schreier, 2012). All the people hired were Sri Lankans and
as per the culture that they followed, they do not work for long years. The rate of retentions was
high and to hire another person it required to pay certain amount for the visa. However, owner
was able to overcome this problem as the type of relation maintained was like family. All the
issues there were faced by workers were considered. Further, two of the workers who were hired
for their first restaurant are like family. All these type of mentioned skills helped in attaining the
goals that were set by him.
Further, it is important for a person to be patient for the changes. When any type
of steps is taken, then it important to make sure that proper plan is developed (Zott, Amit and
Massa, 2011). As per the case, all the information to workers was provided so that they are able
to accept the changes. Moreover, restaurant was started with two employees and currently they
have 73 workers. All employees are trained in such a way that they develop strong relationship
with customers. This way, they are able to develop trust within their mind. The people who are
regular to the restaurant become loyal to the services delivered by them. Further, they also focus
on considering the feedback that is provided by customers. This is done so that service users
develop positive perception within their mind (Chesbrough, 2010). Further, workers are closely
monitored so that the areas in which improvement need to be made can be identified. In
accordance with the findings made, proper training is provided so that they are able to overcome
the issues faced by them.
This way, it can be stated that with the kind nature and the dedication is able to focus on
attaining goals and objectives. It is important to have faith among all workers as there will be
change that will help to grow. Further, there was another problem that were faced and that was
related with losing of training (Shane, 2012). It was important for all the people involved to be
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provided with appropriate information regarding the type of culture that are followed within the
restaurant. When new workers were hired, then there were conditions in which due to lack of
time, they were not able to provide them with training. In this context, it important to make sure
that all the workers who were hired are provided with training and development. This way, they
were able to determine the roles and responsibilities that have to be played by them.
3. Framework for study
In accordance with the type of framework that is used, it consist different aspects that are
included and these are as follows:
Drives:
 Monitoring workers and identifying the areas in which improvement that are required.
 Providing them training as per the areas that requires improvement.
 Developing strong relationship with customers by the unique cultures that are followed
within restaurant.
 Making customers satisfied by delivering them services as per their need and
requirements.
In accordance with findings, it can be stated that the rate of preferences that are made
from the side of employees are positive. At the time when people are hired, then they are hired as
per the skills that are required. When work is divided to employees as per their preferences, then
they rate of efforts that are put by them is high. In accordance with the type of culture that is
followed, all the employees have friendly nature and they all are able to develop a strong bond
with customers. This way, customers are develop positive image within their mind. Further,
proper monitoring take place of the employees in which performance is measured. As per the
findings made proper training is provided so that they are able to enhance their skills.
Culture:
 Friendly and healthy environment
 Problems faced by considered and this boost up the moral
 Frequent changes are made so that customer’s preferences can be met.
In accordance with all the reviews that are given by customers at various websites, it can
be stated that majority of service users are satisfied with the services that are delivered to them.
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Further, consideration is made for the problems that are faced by worker and this way, it help to
make their work feely and willingness.
Outcome:
 Increased sales, profitability and new branches are started.
3.1 Case framework
Literature review
 Work by Cavalcante, Kesting and Ulhøi, (2011)
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 Work by Chesbrough, (2010)
 Work by Osterwalder and Pigneur, (2010)
 Work by Yunus, Moingeon and Lehmann-Ortega, (2010). Building social business
models: lessons from the Grameen experience
4. Methodology
It is important to determine the approaches or strategies to be identified so that it
becomes easy for the researcher to present the findings in appropriate manner (Neuman, 2013).
In this context, there are two different methods that can be applied for collection of information.
They are primary and secondary methods. Primary are those which are gathered for the first time
and secondary are those which are already collected by some other researcher. Among these two,
the researcher will make use of secondary method. More specifically, the sources that will be
applied are books, journals, online websites, etc. Further, when information is gathered, then it
requires to make proper analysis of it so that appropriate outcomes can be determined (Taylor,
Bogdan and DeVault, 2015). There two methods for data analysis these are qualitative and
quantitative methods. Among these two the researcher will make use of qualitative method as it
is helpful enough to make analysis of secondary data. Apart from this, it is the responsibility of
researcher to consider ethical aspects so that research is carried out in effective manner. All the
secondary information gathered should not be copied as it is or else it will raise the issue of
plagiarism.
4.1 Area of study
Week
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Week
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Week
3
Week
4
Week
5
Week
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Week
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Week
8
Week
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Literature review
Secondary data
Primary data
collection
Design of the
case study
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Final report
Discussion and
verification
Conclusion
CONCLUSION
From this proposal, it can be stated that proper plan need to be developed so that research
can be carried out. It is essential that there is a clear picture of the aspects that has to be covered.
Further, the case study suggest that one need to have proper understanding of the market so that
the opportunities that prevail in the market can be used in positive manner. Moreover, the need
and requirement of customers should be identified and main focus should be made on satisfying
customer’s requirement. Proper training should be provided to workers so that they are able to
make use of their full efficiency in supporting the business to grow and attaining the objectives.
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REFERENCES
Books and Journals
Barringer, B., 2012. Entrepreneurship: Successfully Launching New Ventures, (2012). John
Wiley & Sons.
Cavalcante, S., Kesting, P. and Ulhøi, J., 2011. Business model dynamics and innovation:(re)
establishing the missing linkages. Management decision, 49(8), pp.1327-1342.
Chesbrough, H., 2010. Business model innovation: opportunities and barriers. Long range
planning, 43(2-3), pp.354-363.
Chesbrough, H., 2010. Open services innovation: Rethinking your business to grow and compete
in a new era. John Wiley & Sons.
Lee, S. M., Olson, D. L. and Trimi, S., 2012. Co-innovation: convergenomics, collaboration, and
co-creation for organizational values. Management Decision, 50(5), pp.817-831.
Neuman, W. L., 2013. Social research methods: Qualitative and quantitative approaches.
Pearson education.
Osterwalder, A. and Pigneur, Y., 2010. Business model generation: a handbook for visionaries,
game changers, and challengers. John Wiley & Sons.
Poetz, M.K. and Schreier, M., 2012. The value of crowdsourcing: can users really compete with
professionals in generating new product ideas?. Journal of product innovation
management, 29(2), pp.245-256.
Shane, S., 2012. Reflections on the 2010 AMR decade award: Delivering on the promise of
entrepreneurship as a field of research. Academy of Management Review, 37(1), pp.10-
20.
Taylor, S. J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons.
Yunus, M., Moingeon, B. and Lehmann-Ortega, L., 2010. Building social business models:
lessons from the Grameen experience. Long range planning, 43(2-3), pp.308-325.
Zott, C., Amit, R. and Massa, L., 2011. The business model: recent developments and future
research. Journal of management, 37(4), pp.1019-1042.
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