Business Development Proposal for a Malaysian Restaurant

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).