Opening of Multi-Cuisine Restaurant in Delhi, India - Business Research Project

STRM059 Business Research Project
Opening of Multi-Cuisine Restaurant in
Delhi, India
THE UNIVERSITY OF NORTHAMPTON
NORTHAMPTON BUSINESS SCHOOL
Student Name: Student ID:
Subject Name: Subject ID:
Date Due: Professor Name:
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STRM059 Business Research Project
ACKNOWLEDGEMENTS
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STRM059 Business Research Project
Table of Contents
ACKNOWLEDGEMENTS.............................................................................................................2
Table of Figures...............................................................................................................................4
1.0 SECTION 1: INTRODUCTION...............................................................................................5
1.1 Project Aims and Objectives..................................................................................................5
1.2 Project Scope..........................................................................................................................6
1.3 Project Viability.....................................................................................................................6
1.4 Project Consultancy...............................................................................................................7
2.0 SECTION 2: LITERATURE REVIEW....................................................................................8
2.1 Background Information of India..........................................................................................8
2.2 External Market Analysis: SLEPT Analysis........................................................................11
2.3 Internal Market Analysis: Porter’s Five Force Analysis......................................................14
2.4 Market Segmentation...........................................................................................................16
2.5 Customer Analysis...............................................................................................................18
2.6 Literature Gap......................................................................................................................20
3.0 SECTION 3: PROCESS..........................................................................................................21
3.1 Chapter Introduction............................................................................................................21
3.2 Research Philosophy............................................................................................................21
3.3 Approach to the Research....................................................................................................22
3.4 Research Design...................................................................................................................22
3.5 Research Method..................................................................................................................23
3.6 Sampling and Related Techniques.......................................................................................25
3.7 Methods of Data Collection.................................................................................................25
3.8 Data Analysis Methods........................................................................................................26
3.9 Ethical considerations..........................................................................................................26
3.10 Limitations.........................................................................................................................26
4.0 SECTION 4: DISCUSSION AND EVALUATION...............................................................27
4.1 Normality of the factors.......................................................................................................27
4.2 Validity of the collected data...............................................................................................27
4.3 Reliability of the valid factors..............................................................................................28
4.4 Reporting of data..................................................................................................................28
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STRM059 Business Research Project
5.0 SECTION 5: CONCLUSION AND RECOMMENDATIONS..............................................45
6.0 SECTION 6: REFERENCES..................................................................................................47
APPENDICES...............................................................................................................................49
Appendix A................................................................................................................................49
Appendix B................................................................................................................................54
Questionnaire for the survey......................................................................................................54
Appendix C................................................................................................................................59
Appendix D................................................................................................................................62
Appendix E................................................................................................................................63
Appendix E................................................................................................................................66
Appendix F (Normal Q-Q plots and box plots of the factors)...................................................68
Table of Figures
Figure 1: SLEPT Analysis.........................................................................................................................13
Figure 2: Porter's Five Forces Analysis.....................................................................................................16
Figure 3: Market Segmentation.................................................................................................................18
Figure 4: Indian Consumer Foodservice....................................................................................................20
Figure 5: Distribution of the population....................................................................................................30
Figure 6: Percentage gender distribution...................................................................................................31
Figure 7: Percentage division for different age groups..............................................................................32
Figure 8: Percentage wise monthly frequency of eating outside................................................................33
Figure 9: Percentage of different outside eating timing.............................................................................34
Figure 10: Companion preference for outside eating.................................................................................35
Figure 11: Percentage wise food preference of respondents......................................................................36
Figure 12: Type of food preferred.............................................................................................................37
Figure 13: Money spent for eating outside in a month...............................................................................38
Figure 14: Money spent for eating outside at a time..................................................................................39
Figure 15: Percentage representation of choice of location for the food place...........................................40
Figure 16: Percentage division for preference for good food.....................................................................41
Figure 17: Percentage division for type of restaurants preferred by people...............................................42
Figure 18: Importance of ambience of the restaurant.................................................................................43
Figure 19:Attractive policies for a new restaurant.....................................................................................44
Figure 20: Percentage customer opinion on necessity of a new restaurant................................................45
Figure 21: Choice for type of new restaurant.............................................................................................45
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STRM059 Business Research Project
1.0 SECTION 1: INTRODUCTION
Catering and food business is booming globally with technological advent and
flourishing of the global tourism industry. Globalization has further enhanced taste buds of
individuals, who are now open to varied tastes from different corners of the world. The scope of
this project analyses business of a continental restaurant in Delhi region in India. Taste Bud's
Eatery will be a 60 situate fine-eating eatery with a 20 situate relax. It will be centred
aroundDelhioffering varied cuisines from all around the world. It will be situated in the blasting,
and quickly extending, precinct of Delhi.The region needs a warm and benevolent place with
magnificent sustenance. Taste Bud's Eatery will include a comfortable lounge area and a rich
parlour(Solomon et al, 2014). The parlour has comfortable love seats and antique love seats with
a delicately lit bar. It will be the ideal place to stop in for some food, for a drink or for an
independent venture meeting. For additional solace and to satisfy an expansive gathering of
individuals we will make up exceptional hors d' oeuvre platters for clients.
1.1 Project Aims and Objectives
The project will have the following aims and objectives, which will need to be satisfied for
attaining its goals. Project Aim 1:To understand viability of the business
 Project Aim 2:To analyse customer influx relative to the business Project Aim 3:To understand competitor’s forces acting on the business Project Aim 4:To understand macroeconomic factors playing role in the business
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STRM059 Business Research Project
1.2 Project Scope
The restaurant will be established post studying and analysing its business viability.
While understanding business scope for the project, a brief analysis of macro-environmental
factors that will be acting on the business will be analysed. While establishing a business in
India, it becomes crucial to understand macro-environmental forces that will be acting on the
business(Smith, 2015). Moreover, an analysis of industry competitive factors also needs to be
understood prior to establishment of the business, such that it can devise strategies according.
Post understanding of the external factors, market segmentation along with customer analysis
will be undertaken for the purpose of the business.
1.3 Project Viability
The business ownershave a long time of involvement in the providing food business and
comprehend what a vital customer needs and needs. With a vast Global menu for clients to
choose from and the restaurant can offer full cooking administration giving everything from
table settings to the sweet. It has been envision our aggregate deals distribution to be 85% eatery
deals and 15% providing food deals. The consolidated cost of offers will be 33% creating a gross
benefit of 67% on add up to deals. The project through its literature review will analyse several
journals and materials in order to understand viability of the business. Consolidating these
journals and articles a framework will be developed for collection of data and then testing it
across statistical platforms. A SPSS data analysis will be conducted for data collected in order to
test for business viability and its establishment in the market.
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STRM059 Business Research Project
1.4 Project Consultancy
The project will take guidance from internet sources, books in the library, journals and
company magazines. The scholar will aim at encompassing major information sources from
collecting secondary information available across various platforms. All information regarding
similar restaurant establishment will be collected over a prolonged period of a month, such that
varied sources can be attended. However, the project will not aim at taking any outside
management consultation or aid from any other source.
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STRM059 Business Research Project
2.0 SECTION 2: LITERATURE REVIEW
A background information and framework is needed for the purpose of building any
study. Search for background information is termed as literature review of relevant sources,
which has been undertaken in this study as well. There are various books, journals, company
reviews and other relevant materials that have been searched for the purpose of this study. The
literature review section has been sub-divided into various smaller sections for the sake of
simplification. According to the literature review developed data will be collected and analysed
to arrive at detailed understanding regarding viability of the project of establishing restaurant in
Delhi.
2.1 Background Information of India
India is a developing country and is termed as one of the fastest growing service sector in
the BRICKS summit. India with its robust population and new initiative for ‘Make in India’ is
undergoing tremendous transformation. With development and rapid investment into service
sector, there has been a propensity to consume food from restaurants. There are establishments of
several types that are coming up in the region as fine dining restaurants, fast food joints, catering
services as home deliveries and many other business models are emerging(Taylor, Bogdan&
DeVault, 2015). There are multiple Apps that have established their businesses in India as world
famous Food Panda, Indian Zomato and Swiggy. Analysis of development of several restaurant
models is critical to understand which model is performing best in the country and within Delhi
region. Delhi being the capital of India has high population with regular influx of tourists from
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