Business Development Proposal for a Malaysian Restaurant

This business development proposal outlines the plan to set up a Malaysian restaurant in Pulau Indah, Selangor, Malaysia. The proposal includes market feasibility, marketing feasibility, operational feasibility, and strategic feasibility. The purpose of the proposal is to attract tourists and locals by offering a fusion of Malaysian and Mexican dishes in a culturally themed ambiance.

BUSINESS
DEVELOPMENT
PROPOSAL

Table of Contents
Project Title: 1. Business development proposal to set up a restaurant with central in Pulau
Indah, Selangor Malaysia.................................................................................................................4
INTRODUCTION...........................................................................................................................4
1.1 Industry and/ or company background............................................................................4
1.2 Business opportunity/ issue..............................................................................................5
1.3 Purpose and rationale.......................................................................................................6
1.4 Terms of references..........................................................................................................6
2.0 Business Review.......................................................................................................................9
Market feasibility..................................................................................................................13
Marketing feasibility............................................................................................................14
Operational feasibility..........................................................................................................15
RESEARCH DESIGN ..................................................................................................................18
3.1 Research methods...........................................................................................................19
Collection method:-..............................................................................................................20
3.3 Ethical issues.................................................................................................................21
CHAPTER 4: DATA ANALYSIS................................................................................................21
4.1.........................................................................................................................................21
Market feasibility..................................................................................................................22
Marketing feasibility............................................................................................................22
Operational feasibility:- .......................................................................................................23
Strategic feasibility..............................................................................................................24
4.2 Business Implication......................................................................................................26
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................30
5.1 Vision & Mission...........................................................................................................30
5.2 Objective:-......................................................................................................................30
5.3 Functional plan 1............................................................................................................31

5.3 Functional plan 2............................................................................................................33
5.4 Implementation schedule................................................................................................34
5.5 Critical success factors...................................................................................................35
5.6 Risk Mitigation and contingency plan............................................................................36
PART 2: REFLECTION................................................................................................................38
REFERENCES..............................................................................................................................45

Project Title: 1. Business development proposal to set up a restaurant with
central in Pulau Indah, Selangor Malaysia
INTRODUCTION
1.1 Industry and/ or company background
Restaurant and food industry of Malaysia is identified as the fastest growing industry
among all which holds good proportion of market share. The industry is bringing variety of
innovations in terms of food and services, infrastructure and ambiance in order to develop
influence interest of its proposed customers in deeper manner. It also contributes in the economic
growth of the nation in appropriate manner that works as the supportive factor in the
development of Malaysia (Ahmed, Ahmed and Chowdhury, 2016). With the passing time,
competition within this industry is increasing day by day that is also placing higher impact over
the overall profitability of the country. With reference to Malaysia, it can be said that the country
is popular among the customers because of its destinations and advanced infrastructure that
provides best experience to customers during their visit in the nation. The country also attracts
huge range of customers towards its destination places. Expectation of these customers are
rapidly changing with the passing time.
By observing increasing expectation of customers from the restaurants industry, owner of
“Crazy Feed” have came up with concept of opening Malaysian multi cuisine restaurant along
with the culture ambiance. This business proposal is about a development plan of a restaurant
within Pulau Indah, Selangor Malaysia which is one of the tourism attractive Island within
Malaysia. The main reason behind choosing this location is that larger number of tourist visit this
island every year and here sea food is mainly served by the majority of restaurant. Interior of this
restaurant will include Malaysian culture which will offer special cuisine dishes of Malaysia. Its
cultural ambiance also includes seating arrangement, decoration, dress code of staff, music etc.
In order to influence interest of higher number of customers, Mexican food dishes have been
added to the menu. The respective restaurant will also offers fusion of Malaysian and Mexican
dishes in order to offer some innovative and new food to customers with the unique concept. For
providing original taste to the dishes, owner will hire chef from Mexico who have satisfactory
expertise in the same industry (Arora and Srivastava, 2016). The overall concept of restaurant is
innovative and new which will get higher recognition in Malaysia. This is because till now

Malaysia is not having this much cultural oriented restaurant which offers fusion food products
to customers. All of these features are helpful for the company in attracting maximum number of
customers and influence their interest to remain loyal with the company for longer period of
time.
1.2 Business opportunity/ issue
The proposed business idea of Malaysian culture theme based restaurant is completely
new business concept within restaurant industry of Malaysia as it will provide vast range of
opportunities to the respective restaurant. Increasing number of tourist will become major
opportunity for the company as they are offering something new to the tourist which will
influences interest of huge proportion of customers (Azzah, 2018). This is so because the “Crazy
Feed” is planning to launch a restaurant which contains a touch of tradition or culture of
Malaysia by developing the ambiance in a manner that each and every part of it represent the
culture of the country. This will become a part of attraction for the tourist as majority of people
visit a particular place in order to experience the culture, tradition or practices of another country
which is different from them. As a result of which they become able to fulfill their need by
having their meal over a place which reflect the culture of the country by serving the food and
using utensils as per the tradition of Malaysia. This will act as a greatest opportunity for the
“Crazy Feed” as it is setting up a business over a new idea or concept which support in attracting
the attention of not only the tourist people but also the local communities as well. This in turn
will support in increasing the profitability as well as sales of the restaurant as it is also bringing
a twist to its traditional restaurant where the fusion dishes are being offered i.e. the Mexican and
Malaysian dishes will be mixed to form up a new tasty and delicious food. The offering of fusion
dishes developed from Mexican and Malaysian dishes is something beyond the expectation of
customers. This is because maximum number of customers who are visiting Malaysia are
expecting that they will get variety of sea food but when these customers finds fusion food in the
same nation (Benjamin, 2016). This will become advantageous situation for the restaurant as
they will be able to attract pool number of customers towards them that will increase their sales
performance as well as profitability in the near future. Along with this, another business
opportunity associated to the similar concept is that the owner could open up some other
branches within Malaysia only. For implementing this in effective manner, the company will
implement this by finalizing more attractive destinations of Malaysia that is popular among

customers and increasing being found as most crowded place which is surrounded by customers.
Choosing these places will definitely provide good range of business to the respective company.
Apart from this, proposed business idea might also consist of some issues that could
affect them in the near future. One of the most prominent issues associated with this venture are
the probability of imitation of this innovative business idea by a rival firm operating in the same
industry. This may affect the market share as well as growth of the “Crazy Feed” as increase in
option provide a factors to make a comparison between them to choose one as per their choice
which result into brand switching in frequent manner. Yet another constraint is regarded to be the
arrangement of finance for incorporation of innovative techniques and processes within the
business premises. Therefore, the “Crazy Feed” is required to arrange its fund and sources of
fund to be kept in reserve so that at the time of contingency better action can be taken into
consideration while continuing with the operations. Increasing number of competitors within the
same industry is seen as another influential constraint that could affect sales performance as well
as profitability of the company in the near future (Kim and Lee, 2015).
1.3 Purpose and rationale
The main purpose of conducting this investigation is to provide develop knowledge of
investigator towards the business idea and its proposed benefits in the near future. Also
execution of this investigation will develop communication, team working, analytical,
presentation and other skills that will provide them support in the near future at the time of
conducting similar kind of research in the future. The importance of this business proposal in
restaurant industry can be seen as highly beneficial as incorporation of this business concept will
provide higher economic growth to the industry (Kruusmaa and et. al., 2017). Another
importance of this business concept is that it will allow the company in leading industry by
attracting maximum number of customers towards them that ultimately helps them out in
enhancing their number of loyal customers within the same industry. As a result, it will
contribute in the improvement of sustainability of the Crazy Feed within Malaysian market for
longer period of time. This will also result in the higher attainment of profitability for the same
company in rightful manner.
1.4 Terms of references
Research questions

 What are the ways of analysing market situation for determining feasibility of
restaurant?
 What are the cultural aspects in Malaysia for achieving competitive advantage?
 Determine the sources of fund for financing the business establishment practices?
 How to approach the market share for achieving sustainability in Malaysian market?
Research Objectives
 To analyse market situation within 6 months for identifying the feasibility of restaurant.
 To determine cultural aspects in Malaysia within the period of 4 months for achieving
competitive advantage.
 To determine sources of fund to arrange 80% of external finance for establishing business
in year.
 To approach around 20% of market share within a period 1 year to achieve sustainability
in Malaysian market.
Research Framework
The research framework is consists of information regarding the set of sections that are
involved within an investigation This is consider to be most crucial part of an investigation
where an overview to the reader is presented regarding each and every section that is involved
within particular investigation (Mackey and Gass, 2015). It provides an guidance which support
in making the reader aware about the role of each section within the report and kind of
information it involve. The section involve within the investigation are mentioned below:
 Introduction: This is consider to be the first section of the report which contains a deep
introduction regarding the business idea of the restaurant which is planning to get
established at the Pulau Indah, Selangor Malaysia with taking up a new and innovative
idea. In addition to this it also contains a detailed information regarding the main reason
behind selecting the particular idea as well as location and the opportunity that are
available at that market place. Despite of this it also includes research objectives as well
as questions that support in providing a direction to the business plan by specifying the
direction to which work is required to be performed. Along with this the research
framework is also presented that specify about the information that each section contains.

 Business review: This section contains a detailed explanation regarding the business idea
along with the information that has been reviewed to determine the validity of business
idea. For this the business review is being divided into four sections which includes
market feasibility, marketing feasibility, operational feasibility and strategic feasibility.
Under these sections the evaluation of industry will be taken into consideration to
determine the soundness of project as it help in evaluating that whether the market,
strategies, set of operations and marketing practices that are decided by the “Crazy Feed”
are suitable for the market situation or not. In addition to this it will also support in
determining the opportunity or threat present within the industry along with the gap
present within the market requirement and business plan so that appropriate strategies can
be formulated to minimize that gap (Islam and et. al., 2017).
 Research design: This section is consider to be most crucial for the investigation
purpose as it present the tools and techniques that will be used by the investigation in
order to gather the information regarding business plan of “Crazy Feed”. This section is
divided into three parts which contains research method, collection method or ethical
issues. This will present the type of method or procedure which is used to gather and
evaluate the information which is required to execute the plan in effective manner.
 Data Analysis: This is the another major section of this investigation where the data
which is gathered above will be evaluated and analysed in order to develop an
understanding regarding the market as well as industrial situation. This in turn help in
determining the actual feasibility of plan on the basis of evaluated information so that
final decision can be taken regarding the establishment of “Crazy Feed” restaurant.
 Conclusion and recommendation: This is the final section of the dissertation which
provide a summary that contains the crucial information regarding the business plan. It
includes vision, mission and objective behind this plan of “Crazy Feed”. Along with this
it contains the information regarding the functional plan. This includes a clear description
regarding the type of actions to be taken for setting up the restaurant as per the findings
that get from the investigation performed above in term of feasibility (Goh, 2014).

2.0 Business Review
This business review is about the a Malaysian restaurant which is named as “Crazy Feed”
that will be going to established at a tourism attraction place i.e. Pulau Indah, Selangor within
Malaysia. This is one of the best tourism attraction place within Malaysia where the larger
number of tourist visit each year. Therefore it is consider to be the best opportunity to grab the
attention of people and getting a word of mouth publicity from the tourist as well as local people
in order to get a high brand awareness among the people that further support in achieving the
sustainability within the competitive market (Chahal, and Kamil, 2018).
The main idea behind setting up this restaurant is that the market of Malaysia is full of
restaurant or hotels which offer sea food in variety to the local people as well as tourist. This is
so because the Malaysia is consider as one among the top tourism attraction place which attract
larger number of people to the country to celebrate their moments as well as providing them a
better place to spend their weekends. But in order to setting up the business within Malaysia its is
crucial to brings an innovative and unique idea that have the capability to deal with the
competition. Therefore, in order to establish restaurant i.e. “Crazy Feed” it is decided that the
restaurant must be designed in a manner that each and every part of it represent the culture of
Malaysia whether it would be in term of paintings on wall, color of walls, seating arrangements,
utensils of serving food, dress code of people or the they are offering. These all would support in
garbing the attention of people toward it and help in delighting them with the services offered by
the Crazy Feed restaurant.
Despite of this in bringing twist to the restaurant offering it is decided that there will be
an addition section to this restaurant where the Mexican food will be offered to the customers as
per their choice. In addition to this for offering something different to the customers and
satisfying them while creating a positive image in front of the market, the Crazy Feed restaurant
has decided to offer the fusion food to the customers. Under this the Malaysian cooks work with
the Mexican cooks for creating a fusion dish which is more delicious and taste that get
acceptance in market quickly (Lee and et. al., 2016). As the competition is relatively higher in
market and to deal with this such idea is being formulated so that it become easier to differentiate
the services as well as restaurant in front of the other competitors that are present in marketplace.
This strategy will support the restaurant in getting market acceptance as well as sustainability in

market place by standing out of the crowd where similar foods are being offered by the
restaurants.
Special feature:-
The food and beverages industry of Malaysia is full of restaurants and compete with one
another at extreme level by providing a cut throat competition to one another and make it
difficult for another to enter into the industry. This is more challenging task for the Crazy Feed
but as its planning to bringing somethings new to differentiate itself from that of others available
in marketplace which provide it a chance to get accepted by the market if services remains as per
the choice of customers. The special feature of this Crazy Feed Restaurant are mentioned below:
 Fusion food:- This is one of the most unique feature of Crazy Feed Restaurant that help
it in attracting larger number of customers toward visiting its restaurant and enjoy their
treat while experiencing the new dishes (Fauzi and Musallam, 2015). This is so because
it not only provide the traditional cuisine food of Malaysia but also have an option for the
customers to demand for the fusion food. In this the food of Malaysia is get mixed with
Mexican food in order to create a new dish which help in offering a unique taste to
customers and thus contribute toward enhancing the brand image.
 Ambiance as per culture:- This is another attractive feature of Crazy Feed restaurant
where the ambiance or interior of the restaurant is designed in such a way that each and
every section or prompt which is present in the restaurant represent the tradition, custom
or culture of the Malaysia. In addition to this the seating arrangements as well as crockery
in which the food is served served in a manner that is directly belongs to the Malaysian
culture.
 Dress code of staff as per culture:- Despite of the fusion food as well as unique
ambiance of The Crazy Feed restaurant, the dress code of staff members are also being
decided as per the tradition or culture of Malaysia where they have to wear their
traditional clothes. This is so because it help in getting the attention of people toward the
offerings of hotel and also support in providing them a great experience by welcoming
them and serving them as per the tradition of Malaysia which in turn support in
performing the promotions of its services in more effective manner (Sae, 2015).
Therefore, these are the special feature that The Crazy Feed involve in their business
operations for providing a better and totally a new kind of experience to its customers who are

both tourists as well as local people of Malaysia. This is so because at beaches mainly such
restaurant are not available that are traditional and build as per the culture. Therefore, there
remains a huge scope for the success as less competition will be there in term of its offering
pattern as mainly people have an assumption that places like beach mainly offer sea food. But
when they visits the Crazy Feed restaurant that will be like a surprise for them as they get faced
with a unique offerings.
But before setting up a business of The Crazy Feed restaurant it is crucial that the
feasibility of idea must be evaluated in effective manner so that positioning of the business can
be performed in effective manner that results into organisational success. Hence for this it is very
crucial to firstly perform industrial analysis that help in determining the opportunities as well as
threats that are present within industry in terms of The Crazy Feed restaurant (Ismail, 2015). For
performing industrial analysis the Porter's five force model is being used that work over
evaluating the five major factors of the industry that are crucial to be managed in order to
achieve sustainability. The evaluation of five force model is mentioned below:-
 Bargaining power of buyers:- The bargaining power of buyer's is relatively higher as
the Malaysia is consider as most prominent place which is rich in term of food that are
being offered in the market from several dealer. As a result of which the people of
Malaysia has several number of options in term of food outlets or restaurant that are
present at each and every part of Malaysia. This in turn provide a tough competition to
one another among the restaurant that in turn provide the buyers an option to avail the
services of restaurant as per their choice, comfort and amount they have to pay for
availing services. As a result of which the bargaining power of buyers are relatively
higher as they are having larger number of restaurants that are already available in the
market from which they can bargain about the services. That means the customers can
visit the restaurant that are offering similar services at relatively lower price which in turn
increase the brand switching among the customers (Ghee, Mooi and Sang, 2015).
Therefore, a restaurant must focuses toward offering new or different services to its
customers in order to attract larger number of customers at their restaurants by
differentiating it in term of services and other factors.
 Bargaining power of suppliers:- The bargaining power of supplier is relatively lower as
larger number of supplier are already present in the market which offer the raw material

to several restaurants and cafe at relatively lower price. As a result of which the number
of restaurant has several sources from which they can gather raw material in order to food
their food and beverages related items. This in turn support the restaurants and cafe
owners to get their raw material at relatively lower price. Therefore, the bargaining power
of supplier is relatively lower within Malaysia which is consider to be greater opportunity
for the restaurants as they can save their cost by switching their suppliers that offer
similar raw material at relatively lower price (Devadason and Meng, 2014).
 Threat to substitute:- The Malaysia is consider as food lover paradise and it maintains a
diverse culinary heritage that is related with its multicultural society. The country
population of Malaysia is consists of Chinese, Indian and non-Malay indigenous groups
that lives all together and share their cultural practices. As a result of which it also brings
up several variations in food offering, as there are number of restaurants are present in
market that are offering cuisine food of several different countries. Hence, food is the
integral part of the Malaysia which attract larger number of people to set up their own
small business that are related with food and beverages. As a result of which the threat
for substitute within the food and beverages industry of Malaysia is relatively higher.
This also sometimes restrict the other businesses to cater the customers as these small
restaurants and offer their food at relatively lower price.
 Threat to new entrant:- The threat of new entrant is relatively higher within the food
and beverages industry. This is so because the Malaysia is consider as one of the most
famous place in term of food heritage which make the local food very much famous not
only the citizens but also among the travellers that visit the restaurants. As a result of
which the local food of Malaysia is very much famous among the target market which it
attract the existing players to continuously enhance their practices as well as services in
order to provide tough competition to other and try to maintain their customers base so
that sustainability can be achieved at market place (Tan, Khan and Lau, 2018). This in
turn create barriers to the new entrant or businesses who want to enter into the market of
Malaysia and trying to position their business. This is so because the new entrant are
required to spend up huge fund in order to develop a restaurant over new or more creative
theme. Despite of this it also work toward brining new dishes or delicious food so that
taste become a factor to differentiate the services of one restaurant with another.

 Rivalry among existing competitors:- The competition within the food and beverages
industry of Malaysia is relatively higher as there are larger number of hotels, restaurants
and cafes are operated from years by maintaining chain throughout the country. These are
the major players of the industry that are maintaining their share in the market and also
brand image which support in attracting the customers from several different places in
order to avail their services. Hence these players provide tough competition to several
other players that are operating in industry and also build up the barriers for others to
enter into the industry. Therefore, it can be said that the competition within the food and
beverages industry of Malaysia is relatively higher.
Hence, it has been identified that the food and beverages industry present a tough
competition to the players that are already offering their services within the industry and make it
more difficult for others to enter into the industry (Lu and et. al., 2016). But despite of this there
are certain positive factors that attract the restaurants to enter into industry by offering unique
product or services which is an opportunity for the Crazy Feed restaurant. But despite of this for
achieving success at marketplace it is crucial for the Crazy Feed restaurant to determine the
feasibility of market, marketing, operational and strategical in order to determine the validity or
reliability of business and to determine the chances of its success or failure. These are mentioned
below:
Market feasibility
It define as the process of analysing the market for determining the condition as well as
capability of a particular market for determining the opportunity present that help in
development process which an organisation is seeking. The Crazy Feed restaurant is firstly
require to ensure about the market feasibility by analysing the dynamics in which company want
to operate business. This will support in determining that whether the Crazy Feed would be able
to position itself in the market of Malaysia with the help of proposed plan or require any kind of
modification in that plan (Wu and Mohi, 2015). From analysing the secondary information
available online it has been found that Malaysia is ranked among the top ten countries in term of
tourism and maintain the ration of more than 1000 restaurant within the country that are operated
by foreigners. To starting up a business in Malaysia is a toughest things as competition is
relatively higher but at the same time it brings up several type of opportunities for business
growth and success. This is so because it is excellent place to start a restaurant business as it can

spot larger number of tourist to offer services. In Malaysia, there are Japanese, Taiwanese,
French, Lebanese, Indian, Persian and many other cuisine food has greater scope. But these
benefits are only available to the restaurants that are having strong planning as the restaurants
that set up their businesses with poor planning mainly fails to run their business effectively as the
competition within the industry is very much higher (Food and restaurant business in Malaysia.
2019)
The Malaysian food industry holds up a major part of global market which required to set
the quality standard which involves the processing of halal food. In current time period the
government of Malaysia is making use of global halal market which stand as brilliant
opportunity for developing the country as halal hub which offer halal products in a particular
region (Koh, 2015). For achieving this goal the Malaysian government has also set up some
international quality standard and MS1500:2004 to be complied with Malaysian manufacturer of
food in the production of quality food. region. For achieving this goal the Malaysian
government has also set up some international quality standard and MS1500:2004 to be
complied with Malaysian manufacturer of food in the production of quality food. These all are
consider to be favourable factors for the restaurant businesses as there are number of
opportunities that are present in market. This in turn also creates some favourable factor for the
Crazy Feed restaurant as it is planning to set up its Malaysian cuisine restaurant that is based on
the culture of country along with some special products that are related with the fusion of
Mexican and Malaysian food.
Marketing feasibility
Marketing is consider to be more essential for the success of business as it act as a
medium between the organisation as well as its customers in order to make them aware about
the product and providing best possible products as per their choice and preferences. The Crazy
Feed must focuses toward performing the marketing feasibility which support in determining the
kind of marketing practices that it must adopt in order to enter into the market, positioning the
business, keeping customer satisfied and maintaining sustainability at marketplace. The
restaurants in Malaysia mainly offer sea food and other cuisines food in order to cater the need of
people that are living in the society of Malaysia and belongs to different cuisine. In addition to
this it also support in catering the need of tourist who visit the country for spending their
vacations (Adnan and et. al., 2018). Despite of this in Malaysia majority of restaurants believes

in offering their services through their physical outlets and also by delivering the food to
customers' place by making use of third party. This in turn support the restaurants in keeping
their customers happy by simplifying the process of getting access to food even without visiting
the outlets. It has been marked that Malaysian online food delivery market is expected to be
grown at the CAGR of around 19.2% during the time period of 2018-2026. It is expected to
reach the market size of over 319.1 Million USD by 2026 (Malaysia Online Food Delivery
Market Size Worth Around USD 319.1 Million by 2026: Acumen Research and Consulting.
2019). These benefits or growth are being expected in market of Malaysia because there is
increase in per capita income and rise in awareness among the people. The online food delivery
services in Malaysia mainly follow the process of Restaurant to customer delivery where users
directly get food from restaurant and platform to customer delivery i.e. consumers get food
through third party (Tan and et. al., 2016). This is mainly increase due to advancement in
technology and making use of internet to approach larger number of customers for delivering
services. In addition to this online platform such as web pages, restaurant online account on
social media sites, pop up advertisement over internet etc. are mainly used by the restaurants of
Malaysia in order to attract the customer toward a particular restaurant and its offering.
Therefore, these things can also be consider by the Crazy Feed restaurant in order to perform its
marketing activities in more effective manner which is highly preferable by the customers and
also support in approaching the target market in effective manner. In addition to this it also help
in formulating the most appropriate strategies that support in achieving the competitive edge at
marketplace along with greater sustainability.
Operational feasibility
Operational feasibility basically refers to the evaluation of measures available for resolving a
particular problem or performing set of actions using new proposed system. The information
gathered through evaluation support in determining the opportunities available and help in taking
advantage of opportunity and satisfying the requirement that get determined while development
of project. By performing the operations feasibility, the Crazy Feed will be able to determine the
kind of operations they are required to perform in order to achieve the competitive edge at
market place and be able to position itself in market in effective manner. In Malaysia, today
people become more advanced in term of making use of technology (Gholami and et. al., 2016).
Therefore, they want their operations or transactions to be performing in less possible time which

require the restaurant to be technologically advanced so that customer can perform quick order
for home delivery or may perform quick payment when they require without getting much
difficulty in this.
Despite of this in order to perform effectively within the competitive environment of
Malaysia it is very crucial for a food business to have adequate fund to invest in market. this is so
because the competition is relatively higher as a result of which each business who wants to enter
into the industry or market of Malaysia is required to perform huge investment for better market
performance. This mainly includes fund to be invested in order to perform the promotional
activities to create awareness and differentiating the product or services from that of other
options available in marketplace (Yong, 2016). Despite of this it also involves investment of
fund for bringing the machinery as well as tools that are used to offer high quality food as well as
services that are different from that of available one. Therefore, the Crazy Feed must focus
toward arranging fund in order finance the operational activities in effective manner as it help in
arranging the resources as well as human power which is required to perform operations in
effective manner.
Apart from that the operational feasibility also focuses over the determining that the
process that a restaurant business is going to implement in order to cater the need and want of its
customers. As the process that a restaurant adopts for approaching its customers and serving
them plays a crucial role in attracting as well as satisfying the customers from tehri product or
services. The Crazy Feed restaurant is focusing over delivering it services using both that is
offline as well as online channels. Among them for offline services it is going to set up its
restaurant at Pulau Indah, Selangor Malaysia which is a beach area where larger number of
tourists visit each year in large frequency. This in turn support in attracting larger number of
customers and in order to deliver its services i.e. serving its food by making use of tradition of
Malaysia. On the other side the Crazy Feed restaurant is also planning to offer its food delivery
by making use of online platform by making use of restaurant to customers interaction channel
where the customers can direct contact and order their food by visiting the online web page of
the restaurant and place their order. After taking the order a verification will be performed by the
restaurant and then the food get delivered to that particular person (Khalil, Johar and Sabri,
2015). But in order to determine the viability of this the Crazy feed must focuses toward study
about the feasibility of both the process in order to determine whether the idea is feasible and

viable as per planned or required certain modification. This is so because the competition over
the offline and online is already high in the market of Malaysia as majority of restaurants as well
as café are present in the market that are them to cater the need of customers. But addition to this
the competition is higher over the online platform as majority of restaurants make use of third-
party serving channel where they maintain the contact or deal with the online service provider
where they deliver services to customers by acting as mediator between the restaurant and
customers. Therefore, it is crucial for the Crazy feed restaurant to evaluate whether the direct
channel of the restaurant for delivering services to the customers will be fruitful or not as per the
current competition as the whole success of restaurant depends over the kind of services it offer
to the customers.
Strategic feasibility
Strategy is mainly termed as the plan of action taken into consideration in order to attain long
term as well as short term objectives in effective manner. Strategic feasibility is normally
checked by business managers in order to explore that whether they have developed idea or
business plan is feasible within the same industry or not. With reference to the current developed
business idea, it can be said that its manager has considered Porter’s generic framework for
analysing their business feasibility with reference to the restaurant industry (Halim and et. al.,
2014). The respective framework clearly states how any business firm can easily attain
competitive edge within the decided market zone or industry in rightful manner. Porter’s generic
strategies include three main strategies which is further extended with the addition of one more
strategy for attaining success in the quicker time. All of these strategies are described as below:
Cost leadership: As per this strategy, businesses are required to offer its products or services
at lowest price so that they can easily gain attention of maximum number of customers. In
context of Crazy Feed restaurant, it can be said that if this restaurant acquires this strategy then it
is essential for them to offer all the food items at very nominal price range.
Differentiation: This strategy clearly states that business association are mainly required to
emphasise on offering higher quality products or services in order to differentiate themselves
from the competitors. In context of current business idea of offering Malaysian cuisines with the
core traditional themes, it can be said that business manager of Crazy Feed restaurant is required
to offer its products at lower price range so that they can easily gain competitive advantage in
effective manner (Purwanto, 2016).

Cost focus: Cost focus strategy can be applied by the company when they plan to offer its
core product or services within specific segment of the industry at lower prices. With reference
to the Crazy Feed restaurant, its manager can adopt this strategy by offering its traditional
Malaysian food items within the particular segment only.
Differentiation focus: On the contrary, differentiation focus strategy states that business
association should focus on differentiating itself within the particular scope only in order to
attain competitive edge in effective manner. While acquiring this strategy, it would be required
by business owner of Crazy Feed Restaurant to differentiating themselves with its core
traditional cuisines with the ambiance for grabbing attention of customers within the Malaysia
only. This would directly help them out in enhancing their sustainability within the same region
and attaining competitive edge in effective manner (Baba and et. al., 2016).
On the basis of above specified different strategies of gaining competitive edge, business
manager of the Crazy Feed Restaurant should go for differentiation focus strategy as it is best
feasible for them. This is because; they are planning to introduce Malaysian cuisines with its
traditional ambiance within the Malaysia only. This will definitely help them out in attaining
competitive edge in rightful manner.
RESEARCH DESIGN
This is consider to be most essential part of an investigation as the structure as well as
design of the project is depend over this section. It is an important section of the research as it
helps the investigator in gathering the data which is more relevant to the area of study ad help in
forming up a better business plan by presenting the whole information in effective manner.
Under this section there is a discussion regarding the type of tools and techniques that are used to
gather, evaluate, interpret, arrange and present the information so that it can be viewed in more
effective manner.
The set of activities as well as tasks that are involved within the investigation are totally
depend over the design of research which is being adopted by the investigator and also support in
determining the actual threat or opportunities that are present within the marketplace. There are
mainly three type of researcher design that are used for performing an investigation and
presenting the data in more meaningful manner that are experimental, descriptive and
exploratory (Zahid, 2019). All these kinds of research design are helpful but as per the business

plan of “Crazy feed” restaurant the exploratory research design will be more fruitful. This is so
because this research design is more helpful in gathering the data in more detailed manner as it
helps the investigator in exploring several new things that are hidden and crucial for the planning
of business. In addition to this it also helps in exploring the entire aspect of business
development plan which is crucial for extracting the valid results.
3.1 Research methods
The research methods are basically refer to the set of effective techniques, strategies or
processes that are used in order to collect the data or evidences so that it can be analyses for
uncovering several hidden facts which are crucial to consider for developing a plan and
executing it in effective manner. There are two type of research methods that are used to perform
the investigation in effective manner such as:
Qualitative techniques and tools :- It is basically refers to as a scientific method of
observation where data is gathered by considering the theoretical mean of investigation that
means it help in gathering the non-numerical information which make it easier to present the
views in front of other effectively (Ainer, Subramaniam and Arokiasamy, 2018). It mainly
focuses over “why” instead of “what” of social phenomena as it directly relies over the direct
experience of human beings that help in understanding the natural settings much effectively. The
number of tools and techniques that are used to gather the qualitative data are focused group,
brain storming, interview, questionnaire, oral history, life stories, document analysis etc.
Quantitative techniques and tools :- This is another type of research where the
investigator have to collect the numerical information which can be measured, ranked or
classified through the statistical analysis of data. It is a systematic investigation of phenomena
where data be gather through quantifying the data and performing the statistical, mathematical
or computational techniques. This is beneficial as it help in presenting the accuracy of a
particular information or event. For gathering the quantitative information several techniques are
taken into consideration such as document screening, observation, experiments, questionnaire or
survey.
Hence, it has been identified that both qualitative as well as quantitative investigation is
helpful for the success of an investigation by supporting in gathering as well as presenting the
information effectively (Ruslan and et. al., 2019). But for gathering the information for the
business idea of Malaysian cuisine restaurant the mixed research method will be taken into

consideration as it required to present both the theoretical as well as statistical information in
term of determining the actual market requirement in term of business offerings.
Collection method:-
In order to determine the actual feasibility of business plan related with the Crazy Feed
restaurant it is crucial for the managers to gather the data from different sources in order to
determine the actual scenario of market as well as the gap between the plan and the
requirement of the business. This will support in determining the validity of plan and areas that
require improvement to be made for bringing up a most valid and reliable business idea that help
in achieving the success. The data can be collected with the help of two main sources such as
primary and secondary that can be better understood using following discussion :
Primary method:- It is basically refers to the type of data collection where the
information is gathered for the first time and not yet been gathered by any other person before.
This is mainly performed in order to collect information regarding some areas that are not yet
been explored in order to make the investigation more informative. The primary information is
mainly gathered from the sources like questionnaire, interview, focused group, experiments etc.
which support in gathering the fresh or current information by having a direct interaction with
the population so that most accurate information can be gathered (Bennett, 2017).
Secondary method:- It is consider as another type of data collection method where the
information is gathered form the data which is already being investigated previously and similar
to the current area of study. This is mainly perform to develop an understanding regarding a
particular topic and getting a direction over which the information is being performed. There are
several sources through which secondary information is collected such as internet, article,
journals, books, magazines etc. These sources are more useful for presenting the investigation as
it help in providing an in-depth and detailed information about the area of study from the
previously performed investigation.
Therefore, both the sources of data collection are crucial for gathering the information in
order to accomplish the particular goal of an investigation. Both the sources are essential for
gathering the information as secondary information act as a base for the primary investigation to
be conducted a it provide the direction over which the fresh data must be gathered (Backhouse
and Sidek, 2014). But as the business idea for the Crazy Feed restaurant is about setting up a new
restaurant then it is required to gather the in depth information regarding the market condition,

demand of customers, competition within the industry along with the threats or opportunities that
are present within the marketplace. Hence , secondary investigation will be more fruitful as it
help in gathering the more reliable and valid information regarding the market condition as well
as factors that are required to be consider for formulating effective business plan. In addition to
this , the secondary information will not only support in getting an in-depth information
regarding the market but also help in developing the knowledge regarding the market situation
along with the oppo9rtunity or threat that are present in marketplace. Apart from this the primary
data collection will not be helpful for the Crazy Feed restaurant as it is based on totally a new
idea which is not yet been established. Therefore, it is not possible for the researcher to take
more accurate view regarding the new idea for cultural restaurant from the potential customers
as they don't get much idea until and unless they avail the services it offers.
3.3 Ethical issues
The ethical issues is refers to a situation where a person have to select among the
alternative that can be right or wrong. T he current investigation is performed by considering the
secondary sources of data collection and for which the investigator is required to work over
following ethical consideration:
 The data must be analysed and checked effectively before releasing it.
 Outcome of the data analysis must be reliable and present true information.
 Use of information must not result into any sort of distress or damage.
For the success of project related with Crazy Feed restaurant, it is crucial for the
investigator to gather the secondary information while considering ethical principle so that more
reliable and accurate information can be gathered. Hence the investigator must gather
information from authenticated sources and should make use of updated data so that more valid
information can be presented (Samuel, 2016) .
CHAPTER 4: DATA ANALYSIS
4.1
Data analysis is consider to be most crucial part of an investigation as it help in evaluating
the infomration that is gathered in order to determine the best possible outcome and the findings
that support in acheiveing the main aim behind conducting the particular investigation. Under
this section the data gathered above by the Crazy Feed regardiong the market condition as well

as factors avilable will be now analysed in order to determine whether the business idea
formulated by the Crazy Feed is as per the market condition and will its be acceptable by the
target market. So this data analysis as per the four area of feasibility is mentioned below:
Market feasibility
Malaysia is most popular tourism nation across the worldwide which owes variety of
restaurants within the nation that are operated by its localise business persons or foreigners. In
this country, ranges of cuisines are offered to customers who include French, Indian, Japanese,
Persian, Taiwanese, Lebanese etc. This clearly depicts that customers who visits restaurants in
Malaysia are more habitual of accepting different cultural food. Also, government of Malaysia
has also taken initiative to promote Malaysian food industry by developing certain quality
standards which ensures that customers that all the food items which are being offered in
Malaysia are of High quality (Nordin and Rahman, 2018). This directly influences interest of
customers’ towards the visiting restaurants at frequent basis. In context of Crazy Feed restaurant,
it can be said that this restaurant will be effectively offering core Malaysian cuisines apart from
the sea food in order to differentiate themselves from the existing rivalry and attracting more
number of customers towards them in rightful manner.
By observing current market situation of Malaysia and its business scenario it can be said
that it is easier for Crazy Feed restaurant to successfully establish its business in Malaysia. This
because, all the market scenario and working of the Crazy Feed restaurant will get merged in
such a manner that develops effective benefit for the company in the near future. Market scenario
of Malaysia is itself developing opportunity for Crazy Feed restaurant within the nation only as
their range of cuisine will include dishes developed with the fusion of Mexican and Malaysian
food that will directly influence interest of maximum number of travellers, tourists and localise
people towards them in effective manner.
Marketing feasibility
According to the above determined information about Malaysia, it has been identified
that the social media is the only marketing tool which owes capability of attracting both the local
as well as foreign customers. This is because; the major proportion of people is having account
on social media (Ebenehi and et. al., 2017). Thus, if business uses social media as its core
promotional tool in order to aware customers about its current offering and services at market

place. This would also provide the respective business in boosting up its performance in rightful
manner too. With reference to Crazy Feed restaurant, it can be said that the respective restaurant
will effectively make use of social media as its core marketing tool for promoting its
differentiated products and services among large scale of customers in best possible manner. In
addition to this, Crazy Feed restaurant will also share pictures as well as videos of its restaurant
insights in order to allow social followers to have information on the actual offering of restaurant
along with its unique concept.
Usage of social media marketing tool is effectively feasible for the Crazy Feed restaurant
as it will allow them at marketing their services among vast range of customers in rightful
manner. Promotions through social media tool will be effectively done by making social page of
Crazy Feed restaurant. This page will going to be operated by marketing manager of the
respective restaurant. Social media page will also include feedback comments of satisfied
customers. This will directly place positive impression of the new people who prefers to at least
visit social media account of Crazy Feed restaurant before visiting it. Thereby, positive
comments of customers will directly contribute in boosting up the sales performance of the
Crazy Feed restaurant in the near future (Marzuki, 2015).
Operational feasibility:-
As per the information gathered above it has been detremined that the Crazy Feed is
required to perform its operational activities in more effective in unique manner that help in
differentiating it from that of other competitors present in market. Hence as per this market
requirement the plan of Crazy Feed resturant is very much feasible. This is so beacues the Crazy
Feed resturant is also involev the technological base as their core for offering servic es in
effective manner to keep the customers satisfied. For this the resturant is also planning ti ofer its
services by making use of online platform in order to deliver its services to its customers at less
possible time. For this a web page is being developed by the resturant which is being manage by
the texchnical staff while maintaining the interaction with warehouse so that the food can be
prepared and deliver to the customers who order them online. Despite of this, the Crazy Feed
resturant is alos maintaining its trascation gateway with the secured mean of performing finacial
transavction through most trusted banks (Idris, 2014). Under this the customers can make onlien
payment with their cards or mobile payment applications that are more convenient and quicker
option to perform the transaction in effective manner wiothout taking much time nad efforts.

This support in providing more effective and comfortable benefits to the customers where they
get services in much easier manner.
Despite of this for performing all the operations in effective manner the requierment of fund
is relatively higehr for the Crazy Feed Resturant and for this it is planning to attract the investors
to invest in this plan. This will be more fruitful as the current plan of Crazy Feed is new to the
market of Malyasia and is not yet bene implemneted by other resturants. Therefore it proves to
be a most favourable option of investment fro the investors to as they get high return because
indirectly the resturant is promoting the cultrure of country which is mainly act as a point of
attraction fro the tourists who visist Malaysia (Yap, 2015). As it required fund to fulfill its basic
financial need for starting up business that are mentioned below:
Activities Fund
Restaurant rent £10000
Interior design £60000
Recruitment of staff £10000
Marketing related activities £40000
Purchasing of inventory £30000
Cooking utensils £20000
These al are the amount which the Crazy Feed restaurant will required in order to perform its
operations related with setting up of business. For this the finance will be gathered with the help
of investors along with the personal fund of the business owner which he is going to invest i.e.
around 51%. Hence the business plan is viable in term of operational feasibility which ensures
that the plan will be more successful in term of Malaysian market (Mohammed, Rashid and
Tahir, 2017).
Strategic feasibility
The overall section of strategic feasibility clearly states that differentiation focus is the best
feasibly strategy for Crazy Feed Restaurant dealing in the restaurant industry. It can be said that
the main benefit that would be gained by the respective restaurant is influencing interest of

localise as well as tourist with its best and differentiated service. Crazy Feed Restaurant is
providing best Malaysian cuisine food to the customers with the traditional ambiance associated
with its core cultural. It can be said that customers could easily find the best combination of food
plus cultural ambiance that provides them higher level satisfaction level. In order to develop its
differentiated image, the business idea developer will ensure that the staff of restaurant will wear
traditional cloth of that particular region only in order to add value to the traditional theme.
Along with this, crockery, interior, serving pattern, music etc. collaboratively states that business
owner has placed best possible efforts for ensuring that presentation of restaurant should be
presented in such a manner that provides value to the customers. All of these will directly
become centre of attraction for the customers as they have not even gone through the same
experience in past (Chin, 2017). Along with this, manager of this restaurant also states that they
will be offer all of the cuisine items at very nominal prices so that each one of them can easily
take initiative to experience new trend in the restaurant which ensures to provide high quality
food with differentiated services too.
Apart from this, it can also be said that by providing all of the stated cuisines along with
the traditional touch of Malaysian culture, Crazy Feed Restaurant can easily gain competitive
edge within the same region as there in none of the other restaurant that is providing similar sort
of services within the same area. Here, it has been analysed that offering traditional Malaysian
cuisine food rather than sea food is best initiative taken by the restaurant as they are easily able
to differentiate themselves from the existing rival. Along with this, at current stake manager of
this restaurant have decided to offer all of its offering at nominal price range as compared to the
prices at which other restaurant are offering food within the same region. This directly provides
them support grabbing attention of the customers in best possible manner. This will also result
in the enhancement of sales performance as customers especially tourists are getting something
new which is not even affecting their pocket at the time going through the experience. In
addition to this, contribution of differentiation focus strategy can also be seen in the form of
enhancement of sustainability of the same strategy within the same industry (Baring-Arreza,
2018). As a result, there are higher chances that Crazy Feed Restaurant will definitely attain
higher profitability in the near future after its launch in Malaysia. Also, it will also provide its
own contribution in the increment of market share of restaurant industry.

4.2 Business Implication
The Malaysian country is ranked under top 10 countries that get experience with larger
number of tourists visits each year. This is so because it is reach in term of culture and mix
tradition as there are number of people lives that belongs to different culture and nationality such
as India, China, French, Persian, Japanese and many more. These all live together and share their
tradition or culture to operate their business in more effective manner. The food and beverages
industry is highly growing in the country as it is consider as the nation of food which is rich in
taste and offer higher quantity of variant food that also remains a centre of attraction for the
tourist to visits the country (Oktadiana and et. al., 2017).
Therefore, it can be said that Malaysian market is consider to be best possible place for
setting up the restaurant business. This in turn proves that there are certain chances remains for
the Crazy Feed restaurant in order to establish their business and be able to achieve greater
growth as by offering unique product or services it become easier to attract the local as well as
tourist people. The Crazy Feed restaurant will be established at the Pulau Indah, Selangor
Malaysia which is one of the most famous beach in Malaysia and number of people visit that
place in order to spend their vacations. Therefore, it remains the best place to attract the
customers as people who came to spend their holidays will always love to try new things that are
present at particular place in order to create good memories.But for achieving success in the
marketplace it is very crucial for the Crazy Feed to choose an effective location to place its
business and appropriate target market along with the strategy to approach them. In order to
determine this the STP approach is being applied by the Crazy Feed restaurant which is
mentioned below:
STP: Segmentation Targeting Positioning
Segmentation: - It refers to the process of dividing the larger market into sub parts so that
particular area can be specified to which the services can be actually offered and one having
demand for that (Olmedo, 2015). The market segmentation is mainly performed in term of
homogeneity in characteristics of customers and for this business plan the segmentation is
performed as per demographic where the people belongs to different age group can avail the
services of the restaurant.
Target: - The targeting is basically refer to as choosing the most appropriate segment out of
available to target them with all possible strategies and tactics in order to attract the people and

influence them to avail the services offered by business. The target market for the crazy Feed
Restaurant would be the people of Malaysia as well as tourist that visit the country in order to
experience the culture of Malaysia. This is so because the people who are very much fond of
culture get attracted toward the services offered by Crazy Feed restaurant and easily get satisfied
as a result of which they support in attracting others by forming up network that perform word of
mouth publicity.
Positioning: - This is considered to be most crucial part of a businesses as it involve the
process of fixing up the locus of brand in the mind of consumers so that it become easier for
them to accept the offering of a particular company (Sharon, 2016). In order to position the
Crazy feed restaurant in the market of Malaysia the promotion will be performed with the help of
social media sites where the ideas are being shared among the public to determine their views.
After creating awareness about the idea of business videos and other posts related with the
interior, dishes and cultural pattern of food serving will eb disclosed at the social media sites.
This will help in positioning the Crazy feed restaurant in the mind of consumers that lives in
Malaysia. In addition to this for attracting the tourist videos of restaurant will be displayed over
the digital boards so that while site seen visits tourist get a look over it and be able to get idea
about its location so that they can visits and avail services.
These all practices will support in attracting larger number of customers to the Crazy Feed
restaurant and also support in establishing the business in such a manner that it would be able to
achieve the market sustainability. But despite of all this the major part of a business plan is
determine the profit or loss that the organisation may face when it gets enter into the business.
This is because it hep in arranging the resources on timely manner and as per the requirement so
that performance can be more enhanced (Yean, 2016). The profit and losses that the Crazy Feed
restaurant may face in its first year of business operations are mentioned below that support in
planning as well as avoiding the challenges related with the financial resources to deal with the
time of contingencies:
Forecasted Profit and loss statement for Chuck & Chick Restaurant For 1st year
Particulars
Quarter
0 Quarter 1
Quarter
2 Quarter 3 Quarter 4
Revenue
through
breakfast
£
12,313.20
£16,388.8
7
£
21,813.58 £ 29,033.88
Revenu through £ £ £304,004. £ 404,630.46

Lunch
171,602.8
1
228,403.3
4 85
Revenue
through Dinner
£
967,579.2
0
€
1,287,847
.92
£1,885,53
8.13 € 2,281,501.14
Total revenue
€
1,151,495.
21
€
1,532,640
.13
£2,211,35
6.57 € 2,715,165.48
Less: Cost of
revenue
£
400,000.0
0
£
410,000.0
0
£420,250.
00 £ 430,756.25
Gross Profit
£
751,495.2
1
€
1,122,640
.13
£1,791,10
6.57 € 2,284,409.23
Gross profit
margin 65% 73% 81% 84%
Operating
expenses
Developing
online website
for Chuck &
Chick
Restaurant
£
400.00
£
11,700.00
£21,000.0
0
£
27,000.00 £ 33,500.00
Developing an
artificial
waterfall
£
100.00
£
8,000.00
£24,500.0
0
£
41,800.00 £ 41,000.00
Decorating the
location as per
natural look
£
90.00
£
690.00
£
1,740.00
£
3,150.00 £ 4,570.00
Installation of
sound system
£
75.00
£
5,000.00
£10,100.0
0
£
53,000.00 £ 75,000.00
Furniture and
fixtures
£
82.00
£
3,500.00
£
2,000.00
£
10,000.00 £ 24,000.00
Hotel license
fees
£
65.00
£
195.00
£
195.00
£
195.00 £ 195.00
Supplier
commission
£
1,800.00
£
3,300.00
£
3,750.00
£
6,000.00 £ 5,750.00
Salary to staff
£
2,000.00
£
6,000.00
£
6,000.00
£
6,000.00 £ 6,000.00
Computer for
billing and
record keeping
£
70.00
£
485.00
£
1,080.00
£
2,170.00 £ 2,912.00
Refrigerator
£
400.00
£
730.00
£
1,800.00
£
2,500.00 £ 4,900.00
Deep Freezer
£
100.00
£
250.00
£
420.00
£
1,510.00 £ 1,210.00

Air-
conditioners
£
90.00
£
1,270.00
£
790.00
£
1,910.00 £ 2,680.00
Decorations
£
75.00
£
430.00
£
630.00
£
900.00 £ 1,180.00
Lightings
£
82.00
£
640.00
£
1,310.00
£
2,130.00 £ 2,230.00
Wall-paintings
£
65.00
£
260.00
£
360.00
£
450.00 £ 1,450.00
Wood and
Bamboo
fixtures
£
1,800.00
£
1,000.00
£
4,500.00
£
10,500.00 £ 15,500.00
Kitchen
Utensils
£
2,000.00
£
150.00
£
150.00
£
150.00 £ 150.00
Separate
Washroom
£
70.00 £ -
£
120.00
£
650.00 £ 300.00
Sinks
£
130.00
£
315.00
£
570.00
£
450.00 £ 650.00
Machineries
£
40.00
£
800.00
£
700.00
£
1,300.00 £ 1,700.00
Equipment
£
110.00
£
9,500.00
£35,000.0
0
£
98,000.00 £ 120,000.00
Advertisement
£
68.00
£
300.00
£
300.00
£
300.00 £ 300.00
Repairs and
maintenance
£
5,000.00
£
6,000.00
£
7,500.00 £ 8,000.00
Rent
£
28,500.00
£28,500.0
0
£
28,500.00 £ 28,500.00
Total
operating
expenses
£
9,712.00
£
88,015.00
£
151,515.0
0
£306,065.
00 £ 381,677.00
Operating
profit
£(9,712.0
0)
£
663,480.2
1
£
971,125.1
3
£1,485,04
1.57 € 1,902,732.23
Operating
margin #DIV/0! 58% 63% 67% 70%
Less: Corporate
tax
£(2,913.6
0)
£
199,044.0
6
£
291,337.5
4
£445,512.
47 £ 570,819.67
Net income
£
(12,625.6
0)
£
464,436.1
5
£
679,787.5
9
£1,039,52
9.10 £1331912.56
Net profit
margin #DIV/0! 40% 44% 47% 49%

Interpretation:- As per the above given information regarding the estimated profit and
loss statement it has been identified that net income of Crazy feed restaurant would be
£12,625.60 in first quarter that get increase up to £ 1,331,912.56.
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
From the above-mentioned information, it has been identified that the Malaysian market is
consists of several opportunity for starting up a restaurant business. This is so because it is
consider as most highly rated tourism attraction place where larger number of tourists visits each
year. In addition to this the country is also consider to rich is offering variety of food dishes as
there are number of people that belongs to different nations and culture lives in Malaysia that
operates business in food and beverages industry. This enhances the demand of food dishes that
are different in term its taste and preferences. Therefore, it is a greater opportunity for the Crazy
feed restaurant to set up its business by offering fusion dishes that are formed with the
combination of Mexican and Malaysian food which support in offering something different to
the market for which they are demanding.
5.1 Vision & Mission
Vision:-
The vision of the Crazy Feed restaurant is to become the leading restaurant in Malaysian
market while maintain the culture trend of country as per its theme and capturing the larger
market share of Malaysian market that will be up to 70% by 2025.”
Mission:-
The mission statement of Crazy Feed restaurant is mentioned below that support in
reaching up to vision of restaurant:
 To achieve the higher customers satisfaction by delighting them with high quality
restaurant services.
 To position the restaurant as a place where people experience the old culture of
Malaysia which is somewhat diminishing .
5.2 Objective:-
The main objective of the Crazy feed restaurant are mentioned below that support it in
getting its business established in effective manner within the market of Malaysia:

 To analyse market situation within 6 months for identifying the feasibility of restaurant.
 To determine cultural aspects in Malaysia within the period of 4 months for achieving
competitive advantage.
 To determine sources of fund to arrange 80% of external finance for establishing business
in year.
 To approach around 20% of market share within a period 1 year to achieve sustainability
in Malaysian market.
5.3 Functional plan 1
The functional plan is basically refers to the overall strategy which describe that how and
when the objectives that are specified within the strategic plan will be accomplished. It consists
of concrete, specific actions as well as time frames so that each actions can be performed in
effective manner. In order to get successful in the plan of establishing a restaurant in Malaysia it
is crucial for Crazy Feed restaurant that they must manage the operations of each functional unit
in effective manner so that best possible services can be provided to customer that brings up
maximum customers satisfaction.
Action Framework
In order to provide the high quality services it is crucial for the Crazy feed restaurant to
develop awareness about it among the targetted market so that larger number of people visit the
restaurant and provide an opportunity to provide high quality services to customer in order to
achieve sustainability at market of Malaysia. Therefore, the Crazy feed restaurant is required to
plan strategies for performing better within the functions of marketing in order to attract the
larger number of customers to the restaurant. To create brand awareness the Crazy Feed
restaurant has decided to make use of three channels of communication for promoting the
restaurant among the targetted customers. This includes,
 Social media channel:- This is consider to be most beneficial platform that make it
easier for an organisation to approach larger number of audience at a time without
expanding much over such promotional practices. For promoting its food and services at
social media platform the Crazy Feed restaurant has decides to creates its restaurant page
on social media sites such as Facebook, Instagram, Twitter etc. and post pictures, videos
or reviews of customers in order to make people aware about what different things they
will get while their visit to restaurant.

 Digital bill boards:- For getting the attention of target market or creating awareness
among the customers, the Crazy feed restaurant will also promote its brand by placing its
videos or pictures over digital bill boards that are place at several different locations on
the road of Malaysia. This help in getting attention from both local people as well as
foreigners who visit Malaysia to spend their holidays.
 Pay per click advertisement:- For attracting the local people of Malaysia toward the
fusion food and cultural ambience of the Crazy Feed restaurant the promotion strategy
pay per click will be adopted by the restaurant. In this, the Crazy Feed restaurant will pay
to the publisher over a click performed by the target market over the advertisement which
get displayed over several websites in the form of banner ads. This support in attracting
the attention of several Malaysians toward the restaurant.
Despite of promotional activities, the ways or medium through which customer get
access to product or services also holds importance in growth and success of a restaurant.
Therefore in order to provide comfortable and quick access to the customers for food the Crazy
Feed restaurant has decided to offer its customer services with both the medium such as by
setting up physical store and providing online food delivery services to customers. This help in
ensuring that local people can order for fusion dishes at their place and at the same time local
people as well as tourists can also have these dishes at the physical outlet of the Crazy Feed
restaurant. If it would be able to gain acceptance in market of Malaysia then branches will also
be setup by the Crazy Feed restaurant in several different locations of the country.
Matrices:-
The metrics refers to the measurable value which can be used by the marketing team for
demonstrating the effectiveness of promotional campaign throughout all the marketing channels.
In order to determine the effectiveness as well as success of its marketing practices the Crazy
feed restaurant can use Key performance indicators or Metrics for evaluating the outcome of
efforts it is applying for marketing practices. The metrics for marketing functional plan of Crazy
Feed restaurant will be,
Traffic to lead ratio:- This is a technique through which the marketing manager of
Crazy feed restaurant can measures the success of marketing practices they perform. This traffic
to lead ration help in developing an understanding regarding website traffic that from where it is
coming i.e. whether it is organic, social media, direct or referrals which is extremely important. It

support in determining that whether the traffic is increasing or the traffic lead ration is low and if
it is low then what are the major factor that require changes over the web page of Crazy Feed
restaurant so that appropriate measures can be taken into consideration in term of text, design,
form etc.
5.3 Functional plan 2
After generating the awareness among target market regarding offerings of Crazy Feed
Restaurant as well as attracting the larger number of customers, it become crucial for the
restaurant to offer more effective services. For this it is required that the Crazy Feed Restaurant
must remain focused toward effective execution of the operational activities that are crucial for
overall management of restaurant and keep the customers happy by ensuring timely access of
services. For this the Crazy Feed Restaurant is required to develop a plan for better performance
of operational function unit in order to ensure effective execution of each and every action.
Action Framework 2
In order to improve the quality of performance it as decided that all the operations will be
performed by making use of digital technology that help in saving time of the staff members. In
addition to this it will also ensure the accuracy of each action performed so that the most possible
outcome can be achieved. Following are the actions that will be performed for enhancing the
quality of operations performed in Crazy Feed restaurant
Official mail:- Each department as well as employees will get mail in term of actions they
required to perform and in what manner it is to be executed. Apart from this the food &
beverages department can mail for informing the raw material and other things that they require
for preparing their food and then the operational department will arrange them on timely manner.
Despite of this the clients that are having issue in getting delivery of food can complaint over the
official mail of Crazy Feed restaurant and they will get instant revert over it as experts remain
their to tackle the issues.
Notice board:- This is the another method that will be used by the operational manager of
Crazy Feed restaurant in where the information regarding the actions to be performed for
employees will be paste. In addition to this it will also contribute toward providing latest updates
to the staff members or the changes that will be anticipated within the scheduled work so that
each and every person be able to get quick access to information so that no chances of mistake
will left.

Regular meeting:- In order to ensure the smooth running of operations there will be weekly
meeting with the managers of each department in order to get a thorough information regarding
how well operations are being performed. Despite of this, it will also help in determining the
issues that employees are facing for performing well and changes that required to anticipate for
further enhancing the performance. This meeting can be related with arranging fund, brining
resources, anticipating changes in operations and many more.
Matrices:-
In order to measure the effectiveness of these actions within the functioning of
operational department it is crucial for the Crazy feed restaurant to evaluate about the efficiency
of work that staff members are performing with reference to these operations that are planned.
This in turn help in determining the effectiveness of planning in term of executed operations and
areas that require modification to improve the quality of operations. The metrics used for
measuring the performance is mentioned below:
Performance appraisal of employees:- Under this the performance of employee will be
evaluated as the actions planned above are designed to improve the performance quality of staff
members. Hence the performance appraisal will support the Crazy feed restaurant in determining
the gap between actual or planned performance. This will not only support in determining the
accuracy of plan but also help in identifying the areas that require improvement.
5.4 Implementation schedule
The formation of schedule will ensures that each and every actions get performed in
systematic manner along with the time allotted to them which help in ensuring that the
operations get performed in effective manner and chances of error get also reduced. For
scheduling the activities in systematic and prioritise bases a tool will be used by the Crazy Feed
restaurant which is named as Gantt Chart. It is basically refers to as the process of arranging the
set of activities on the basis of their priority as well as requirement of performing them in
effective manner. It also help in determining the actual time taken by each activity to get
performed within sequential manner. The Gantt chart will support the managers of Crazy Feed
restaurant in getting the direction about the set of actions to be performed along with the time
taken by each activity so that work can be performed accordingly. The Gantt chart of Crazy Feed
restaurant is mentioned below:

5.5 Critical success factors
For achieving the success within marketplace it is crucial for the Crazy Feed restaurant
that it must focuses toward determining the strength factors that support in achieving the
competitive edge. These factors will help Crazy Feed restaurant in achieving the goal and
objectives within specified time period along with achieving the competitive edge at
marketplace. Following are some critical success factors for Crazy Feed restaurant:
Chefs belong to Mexico:- In order to offer cuisine and fusion food made up with the
combination of Mexican and Malaysian food, the chefs will be appointed from the Mexico so
that real taste can be generated out of the dishes that get prepared. Hence it can be consider as
crucial success factor as it will support the restaurant in achieving the greater success by offering
high quality food.

Fusion dishes:- The another crucial factors within the plan of Crazy Feed restaurant is
fusion dishes which will be formed by combining two or three dishes that belong to two different
cuisine such as Malaysian and Mexican. This will be the major point of attraction for the people
who visit to the restaurant or want to visit as it provide something unique or different in term of
its taste. Therefore it will act as a success factor for Crazy Feed restaurant as it support in
attracting the foodie people who always seeks to try something new or more delicious that
contribute toward achieving the competitive edge.
Cultural theme in restaurant:- The ambience of Crazy Feed restaurant can also be
consider as the major factor for the success of restaurant which will be formed as per the culture
of Malaysia in term of staff dresses, seating arrangement in restaurant, food serving patterns,
wall design and paintings etc. The ambience of restaurant will help in attracting larger number of
customers to the restaurant that further contribute toward enhancing the profitability as well as
sales of Crazy Feed restaurant.
5.6 Risk Mitigation and contingency plan
The concept of Crazy Feed restaurant is totally a new one as it is offering fusion dishes
that get formulated with the combination of two cuisines such as Mexican as well as Malaysian
and on the other side the restaurant interior as well as exterior is formed with references to its
ancient culture. Hence this concept will remains a piece of attraction to the target market as it
will provide a feel of culture while having meal at that place. But despite of all these benefits
there are certain risks that are present in the market and may affect the restaurant performance.
Hence these are required to be identified so that mitigation planned can be developed to deal
with these issues and survive in the marketplace of Malaysia. These are mentioned below:
Higher competition:- Malaysia is one among the tourist attracted place that experience a
regular visit from larger number of people throughout the world. This has motivated young
people and chefs to invest in this area for setting up their hotels or restaurant in order to cater the
need of customers and earn higher amount of profit. There are around 1000 restaurant that are
marked in Malaysian market and offering most demanding food. This provide a tough
competition to Crazy feed restaurant having the risk of affecting the performance and may also
ruin its business plan.

 Mitigation plan:- In order to mitigate with this, Crazy Feed restaurant must try to
focuses toward firstly satisfying the need and want of local people which support in
increasing word of mouth publicity from them. It will further help in approaching the
tourist in term of services offered by Crazy Feed restaurant which contribute toward
forming the positive brand image within marketplace.
Fund raising issue:- Another risk that may be faced by Crazy Feed restaurant is related
with fund raising as the restaurant industry of Malaysia is highly competitive which require new
players to invest more in order to enter into the industry for establishing the business. Therefore,
the Crazy Feed restaurant require to raise the fund in order to fulfil the financial need of several
activities such as transportation cost, marketing, positioning, operational, resources arrangements
etc. But as the restaurant is new which may find difficulties to again raise the fund from the
investors as they find it difficult to get better return.
 Contingency plan:- In order to deal with the fund raising issue the Crazy Feed restaurant
must focuses toward determining the fund that will required for performing the
operations in future. In addition to this for dealing with this contingency the Crazy feed
restaurant must try to keep a reserve fund that can be used at the time of urgency. This
will ensure that the restaurant may have fund in advance that support in dealing with the
issues that it may face in near future.

PART 2: REFLECTION
RESEARCH
REFLECTION REPORT
(should contain the details
given below)
Please type your responses in the spaces below:
Marks
availab
le
Research Methods
&Processes
How and why have you
chosen/decided on the
research
methods and processes
which you
are using/have used for the
development of your Major
Project?
How would you describe
these to:
1) a reader of your Major
Project
and/or
2) a future employer
(max. 275 words)
With the advancement in technology the travel
and tourism activities get increased within the
society and people get more attracted toward
visiting new places or countries to have a new
experience. Malaysia is consider one among such
places that people prefer to visit for spending their
holidays as it involves several attractive places to
visit. It is also consider as a place of foodie people
as majority of people like to do experimenting in
their taste by trying several new dishes from the
restaurant that are maintained by foreigners. This
is so because Malaysia is a country where people
belongs to different culture and nations lives
together and also maintain their restaurant.
Among them 1000 restaurants are being operated
by foreigners which specify that people love to
experiment over their dishes.
By collecting this information I have realized that
the Malaysia is better place to set up the restaurant
as majority of restaurants offer only sea food
specially at coastal area. This act as a opportunity
for my business plan as I have decide to offer
cuisine at beach and fusion of Malaysian and
Mexican food. But in order to ensure effective
execution and success of plan I have decided to
gather information from secondary sources to
determine the actual market condition as with the
help of past performance future trends can be
predicted. Additionally I also performed
feasibility analysis to determine the accuracy and
reliability of the plan.
The intended readers of my business proposal
would be legislator authority and future employer
that will grant permission to me for establishing
business. This I will explain to them in term of
opportunity that are present in the market of
Malaysia and profitability that restaurant will earn
15

after getting established in the market.
Literature &sources
1) What are the most
important
theories/I literature sources
/evidence sources which you
are
using to justify your research
and
You’re Major Project?
2) Why are these sources
important and fundamental
to your work?
(max. 275 words)
Within the business plan of Crazy Feed restaurant
I have used the secondary sources for collecting
the information with the help of online articles
regarding restaurant industry of Malaysia and
competition present in market. The information
gathered supported me in determining the
feasibility of my project. Additionally I have also
applied the some theories and models for
justifying my research,
 Porter's five force model:- This model
supported me in studying about the five
major factors that may affect the position
of Crazy Feed restaurant within industry.
 Porter's generic model:- This model
supported me in determining the number
of strategies that can be adopted to deal
with challenges present in market and in
achieving the competitive edge.
 STP:- This model supported me in
determining the group of customers that
must be targeted by Crazy Feed restaurant
and manner in which it must position the
brand within marketplace.
These models prove to be very much helpful to
me in this research as it not only supported in
determining threat and opportunity present in
Malaysian market but also contributed toward
specifying the future direction to be taken for
performing well in industry.
15
Your Knowledge
What key areas of
knowledge have
you gained from undertaking
your
Research and the Major
Project?
Indicate why these are so
important to you?
(max. 200 words)
This project help me a lot in enhancing my
knowledge and understanding in area like
research, business and management as I came to
know how a business plan must be prepared and
things to be consider while formulating plan. I
also came to know that an individual is required
to perform deep study over market for identifying
the threats and opportunity present in external
environment along with feasibility study of
market, marketing, operational and strategic.
These all support me in determining that whether
my plan regarding establishment of Crazy Feed
restaurant will be successful when I actually
10

implement it. Additionally I also came to know
that there are number of risks present in market
which may affect the operations as well as
functioning of business that must be identified by
the business at initial stage of establishment of
business. Additionally, I gain knowledge
regarding my MBA course which support in
building up strong knowledge regarding things to
be involve in a business proposal for getting
approval to establish it and kind of investigations
to be performed for gathering the information
which is crucial to uncover before started working
over establishing the business.
Your Learning
What are the most important
aspects/examples of learning
and/or skills which you have
gained from:
(1) undertaking the MBA
programme,
(2) following through your
research, and
(3) applying your knowledge
and
what you have learn in your
Major
Project
(max. 200 words)
For handling the project I remains very crucial for
the investigator to have certain skills and
knowledge which involve time management,
analytical, strategic, project planning, report
writing as well as effective communication as
these all are support in gathering, arranging and
presenting the information in more effective
manner. Hence this study supported me up to a
great extend in getting personal as well as
professional development.
MBA is a overall development program for a
personal and to perform well and get a better job
this program support in preparing a person
professionally. Hence, through this project I
become able to develop my presentation, time
management as well as strategical skills which
support me in performing well in my exams as
well as in future jobs.
Additionally through this research I become able
to develop my understanding regarding several
different models that an individual must use in
order to perform market research and manner in
which it must be used to formulate strategies for
further performance of business operations.
This project consist of different sort of discussion,
10

tutorials and interactions with several people that
support me in developing my communication
skills which is one of the most crucial skill for an
individual, team building and management skills
as well as leadership skills which support me in
future practices.
Critical Thinking and your
ideas
In carrying out your
research, your
analysis, your evaluation of
evidence, and in identifying
or
proposing conclusions, what
has
been the most important
discovery,
or piece of evidence, or
theory, or
viewpoint, or critical idea, or
critical addition to your
knowledge,
or other item of importance
and why?
(max. 200 words)
By performing personal assessment over this
business proposal over new restaurant in Malaysia
I came to know that this concept of fusion food is
totally new and unique concept that enlarges its
scope as it is tourism attraction place. This project
provide me an effective chance or opportunity for
reviewing different literature sources which
supported me in determining the opportunities
present in market. The main aim of this
investigation is to ascertain several benefits and
drawbacks of every factors that are present within
the restaurant industry of the Malaysia and
manner in which it is helpful. By studying all this
it has been identified by me that the people lives
in Malaysia or one who visit the country likely to
have experiment over the food they gain.
Therefore, the unique concept of my restaurant
plan proves to be very much helpful for me in
order to getting the Crazy feed restaurant
established within the competitive market of
Malaysia.
10
Barriers met
What were the main
difficulties
and barriers which you were
faced with in:
(l) undertaking your
research, and
(2) completing your Major
The experience that I gain throughout the project
was great as I got a chance to develop my skills
and capabilities that support in future practices.
Despite of this I also found some difficulties that
act as a barrier for me while working over my
business development plan of Crazy feed
restaurant:
 The first issue that I found while this
project was limited time assigned to me
for the project which restricted me to
gather the primary information in addition
with secondary one.
10

project
(max. 200 words)
 Another barrier to project was I didn't get
access to local market which was very
essential for formulating effective
business plan as the consumer behavior or
demand was assumed as per the secondary
information but it can be more informative
if the direct questionnaire survey can be
performed to determine whether they will
to experience such services from Crazy
Feed restaurant or not.
Your Professional
Development
What are the most important
business and/or management
skill(s) or academic idea(s)
or
lesson(s) which you have
learnt
from undertaking your
research and
Your Major Project - and
why?
(200 words)
This course supported me in professional
development by enhancing my business as well as
management skills and throughout whole learning
and some attribute among them are mentioned
below:
Solving issues creatively and analytically: I have
learn that issues sometimes be solved with the
help of analytic and on other hand it require some
innovative practices to bring out most positive
outcome.
Developing effective relations:- I have learn that
by maintaining healthier relationship with the
clients, customers and business partners it become
more easier for running business smoothly.
Leadership skills:- This skill supported me in
leading each and every person that is involve
within the project. Thus, I can say that this project
report supported me in getting a daily
professional development practices which
increased my inner strength and develop a
positive confidence of mine toward the career
pathway.
10
Objectives

Based on your research and
the
work which you have done
in the
MBA Program and its use in
your Major Project, what
were and how far have the
objectives of your major
project been achieved?
(max. 250 words)
The main objective of this business proposal is to
present a unique and innovative plan for
presenting a new business development concept
of restaurant within Malaysian market. It also
involve a innovative concept, feasibility testing,
market study, crucial success factor etc. so that
proper conclusion can be made. In starting of
project I was quite nervous as I don't much clear
about how to start study and what must be
included within the study. But as the time I
started working over it, I started getting more and
more interest into it. After completion of this
project I get quite confident about myself as my
skills and capabilities get enhanced throughout
MBA program that will further support me in
enhancing my level of competencies for getting
better job. After completing this project I have
analyzed that all my goals regarding the
improvement of my competencies has been
accomplished.
As I have performed feasibility analyses over my
business proposal for identifying the soundness or
viability of the project in term of strategy,
operations, market and marketing.
10
Findings & outcomes
How useful and/or feasible
are the
findings, recommendations,
conclusions, or outcomes of
your
Major Project to you and/or
to a future employer?
You must justify your
answer with
Specific examples.
(max. 200 words)
While evaluation of overall outcome as well as
finding that get extracted from this proposal it has
been identified that project was very much helpful
to me as it also involve certain academical
knowledge. As by performing work over this I
become able to enhance my entrepreneurial skills
which support me in future for operating business
effectively. The benefits that this business
development proposal provided me is mentioned
below:
For establishing business effectively within
competitive market it is required to gather fresh
information from the local market but as time was
limited. Therefore to deal with this issue I
gathered information from secondary sources
regarding the threats or opportunity present in the
market, substitute availability, competition etc.
With the help of porter's five force model that
help in gathering information regarding industrial
condition along with threats and opportunity
present in the marketplace.
10

TOTAL
100

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