Assignment On Opportunity Plan Report

Opportunity Plan Report

EXECUTIVE SUMMARY
The opportunity plan report is made on Dosa Hut, which is South Indian restaurant in
Australia. It has around 15 branches and was established in 2007. In the report background of
restaurant is presented and its target market, strategic management and service management
analysis is done through SOWT, BCG matrix, porter five force models. The social media
reviews are also evaluated. With all this it has been found out that it has a good growth rate and
expansions, but the staff services are lagging in satisfying the gusts. A survey is conducted
through questionnaire method over 50 consumers of Dosa Hut and it is found out that the staffs
lacks experience and attentiveness. The restaurant lacks in advance technology adaption and
there are major fluctuations in the taste of food. For this recommendation have been provided to
give authentic training and guidance to staff and cook. Hire only experienced cook and try to
retain them. It must adopt advance technology in taking orders and introduce restaurant tablets
menus.

TABLE OF CONTENTS
ACKNOWLEDGEMENT...............................................................................................................1
PROJECT BRIEF............................................................................................................................1
WIP: PROFILE OF WORK............................................................................................................1
PRE ANALYSIS OF BUSINESS OPERATIONS OF DOSA HUT..............................................3
WIP PROJECT................................................................................................................................8
MAIN FACTOR DICUSSION......................................................................................................12
RECOMMENDATION.................................................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14
APPENDIX....................................................................................................................................15
CHART AND GRAPHS...............................................................................................................16

ACKNOWLEDGEMENT
Dosa Hut is an Indian Restaurant point cook and is pioneer of the Dosa culture in
Australia. The foods chain is growing with a rapid speed with grabbing new markets of Australia
including Clayton, Footscray, Springfield, Harries Park, Melbourne, south bank, Granville and
others (Dosa hut page, 2019). The foods chain claims to serve the best authentic flavours of
South India. The restaurant serves over verities 90 of Dosa.
PROJECT BRIEF
In the present report a detailed discussion about Dosa Hut situated in Melbourne,
Australia is done. This includes the target market, service management and strategic
management of Dosa hut. Reviews form general public is taken from survey over the place as
well.
WIP: PROFILE OF WORK
Dosa Hut is a south Indian food chain operating in Australia and it is rapidly in different
states of Australia. The business is indulged in serving authentic south Indian flavours to the
people of Australia along with specific dishes from other cuisines such as chaat, indo Chinese,
Tandoori and Biriyanis.
The restaurant has 15 branch spread all over Australia. It offers all types of food with
halal food, late night food, kids’ menu, salad bar and organic dishes to satisfy different taste and
appetite of its guests. It also provides home delivery options from Facebook (Dosa hut,
Melbourne, 2019). The staff of restaurant varies which generally includes Indian cooks, waiters,
managers and others. The management is seen by the mangers of the restaurant and they are
supervised by the owners Praveen and Anil of the Dosa Hut restaurant chain.
1

Figure 1: DOSA HUT
The first restaurant was established in 1507 and in a span of 13 years it has opened 15
branches. With offering vivid options of foods and other amenities it has become popular among
the people having an acquired Indian taste. The restaurant is earning good profits of around.
2

Figure 2: DOSA HUT
PRE-ANALYSIS OF BUSINESS OPERATIONS OF DOSA HUT
SWOT Analysis:
Strengths Weaknesses Opportunities Threats
Serving authentic
south Indian food in
Australia.
Lack of authentic
taste and frequent
changes in the taste
of its dishes.
Grabbing new
markets of opening
new branches in other
stats of Australia
because of its unique
menu and variety of
dishes.
In experienced and
unskilled staff which
lead to clumsy and
delay delivery of
food to consumers.
Diversify menu,
demographical all age
group are considered
in the menu of
restaurant.
The staff members
are not experienced
(Leiber, Stensaker &
Harvey, 2018). They
often seem confused
while taking order
Technological
advancement for
faster delivery of the
food.
Failure of the
restaurant chain due
to dissatisfactory
services.
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and serving food.
Target market Analysis:
7 P’s of marketing mix: For deifying the target market of Dosa Hut the 7P’s marketing mix is
presented below:
Product: Dosa Hut serves more than 100 varieties of dosas to its guest. It carefully cares
for the quality of food and well service along food presentation. The kitchen staffs make sure to
make food visually appealing to consumers (Menga et.al, 2015). The restaurant chose all the
ingredient form local markets and it provides a whole new section of organic food for those who
prefer it. The quality of the food is somewhat issue for the restaurants the taste varies often, and
staff seems inexperienced of this restaurant.
Figure 3: Dosa hut
Place: Dosa Hut established in 2017 and till 2019 it has 15 branches all around the
leading cities of Australia. The branches of Dosa Hut are all at prime location which good
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ambience and atmosphere. The vicinity of the Melbourne branch is good, and it is mid-city
which is easily approachable. It has ample parking area and provides a good hustle free dine time
to its consumers. However, sometime consumers do complain about not having washing area on
the ground floor of Melbourne branch.
Price: The prices of the food items in the restaurant vary from $3 for snake to $100 for
mega deals. The prices are same in all branches and are all affordable. The prices in the menu are
set as per the value of items which the consumers are willing to pay. For 2 person, the bill
amounts between $30-35. All the consumers are satisfied with the prices they pay for the food
items they consume. With consumer base and affordable prices, the restaurant good profits. But
when food quality or taste is not good consumers feels the prices, they paid are not worth.
Promotion: the promotion is an important factor in success of any business. The word of
mouth is very first element for promotion and building good reputation for Dosa Hut. Restaurant
uses every platform to promote the business for advertisement, digital marketing, and social
media marketing along with traditional method of advertisement. But the bad reviews on
Facebook and Google sometimes do the bad mouth publicity for the restaurant but it is having
maintained a good rating over 4 since long.
Physical evidence: the physical evidence of the Dosa Hut is defined with elements of
decoration, dining room, table design, menu cards, plates, uniform of staff and overall service
cap. The ambiance of the restaurant is not so attractive and ordinary as well to which the
consumer also agrees. The menu is also not so attractive, and cutlery is conventional. The staffs
lack skills and are inexpert which do not provide a good fine dining experience to consumers.
People: in the restaurant one of the key person of vital importance is the chef who is
back bone of it. Dosa Hut hires only Indian cooks who specialises in the authentic south Indian
cooking. But there is frequent change have been in the taste which might due to fast changes in
the cooks. Also, the people in Dosa Hut is the staff which lack training and fails in providing
satisfactorily services to guests of Dosa Hut.
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Process: the process of Dosa Hut includes serving time, overall operations and
information. For the serving time there are mixed experiences of consumers where some got fast
services while other were served food after 40-45 minutes of placing order (Marketing mix,
2019). This is not good also the operations are not very clear, and consumers are provided with
suffice information for placing order and others.
Service Management:
For analysis of the service management of Dosa Hut, Servicescape model is applied in
order to evaluate the impact of physical environment of restaurant where services are provided.
This is non-human element of environment in which service encounters occurs. The servicescape
is physical environment model which comprises colour, music, scent, design and layout of the
restaurant which are interior factors while exterior factors include signage, exterior design,
parking, surrounding environment and landscape (Mohajan, 2017). For Dosa Hut the application
of servicescape outlines the fact that the layout, design and interiors of restaurant is simple with
not oomph in it. The sitting is normal, only a single colour theme is chosen in the interiors and
no excremental things can be seen in the restaurant to add an excitement to overall ambiance.
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The music and scent are not every much noticeable. The parking space is ample, and vicinity is
good which gives some positive points to servicescape of Dosa Hut.
Social media reviews:
The social media review of for Dosa Hut are taken from different social media sites and
for this restaurant the reviews are mixed varying from excellent to very poor under a same time
frame. At present the restaurant is having a rating of 3.6 stars based on the reviews by tis
consumers (Dosa Hut reviews, 2019). Some likes food very much but some thinks that food
lacks authenticity of south Indian flavours. Moreover, the some are overwhelmed with the
services in the restaurant while some other stated they it took 40-45 minutes to get their food
served which shows the delay in services. The restaurant staff is also sometimes mentioned by
consumers as inexperienced. The restaurant also lacks in use of advance technology in providing
services to its consumers.
Strategic Management:
The strategic management of Dosa Hut is analysed through two different models that its
BCG matrix and the Porter 5 force model. The two models have been chosen to analyse the
market position and the competition the restaurant faces in Australia. This model assists the
business in long term strategic planning and in considering new business opportunities.
BCG Matrix:
Question mark
Low market share and high market
growth
Dosa Hut knows what to do with the
opportunities and takes decisions where it
increase the investments, so it is not here
(Engler, Winter & Schulz, 2015).
Star
High market share and high market
growth
Dosa Hut is not so doing well in the market
as consumers are not fully satisfied, so it not
here as well.
Dogs
Low market share and low market growth
Dosa Hut is not here as well as is not weak in
market and it not facing any difficulties in
making profits
Cash cows
High market share and low market growth
Dosa Hut is here where it is doing well in
lesser growth market with limited
opportunities.
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Porter 5 force analysis
Element Detail
Threat of New Entrants
For Dosa Hut threat of new entry is less as to rived authentic
south Indian Dosa with 90 -100 varieties in Australia is a big
task.
Bargaining Power of
Suppliers
Here suppliers have a powerful position in order to supply
authentic spices and raw material at the prices of their choices.
Which sometimes are from India as well.
Bargaining Power of
Buyers
The consumers of restaurant do not have high braining power
as they cannot get such authentic south Indian taste in
affordable prices easily.
Threat from Substitute
Products
The threat of substitute product is very low as firstly the
cuisine is all the way from south India which is it a requires
culinary expertise (Harding, 2017). Moreover, it serves almost
100 varieties so it nearly impossible to substitute each of the
food article.
Rivalry among the
existing players
There are very few places in, Melbourne Australia which
serve specifically authentic south Indian cuisine, so the
competition for Dosa Hut is also less.
WIP PROJECT
Research methodology:
Data collection: For the data collection over the Dosa Hut and its services survey method
has been adopted under which questionnaire method is chosen to conduct the survey. This
methods are chosen in order to know the actual views and opinion of the consumers of Dosa and
what they think about the food, services, ambience and other elements of Dosa Hut.
Sampling: For sampling 50 of the consumers are chosen to fill in the questionnaire to
take their views and opinion asked to them in questionnaire. The consumers are chosen through
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the random sampling method as all are given a fair chance of section as a participant in the
survey method.
Data Analysis: the data so collected through questionnaire survey method is analysed
through the interpretation and presenting the same into chart and graphs to present a better
understanding of the responses of Dosa Hut’s consumers.
Questions and interpretation:
Question 1: Satisfaction level consumers with services provided by the staff members at
Dosa Hut:
Response Number of Reponses Percentage
1-25% 15 30%
26-50% 23 46%
51-75% 7 14%
76-100% 5 10%
Total 50 100%
Interpretation:
For the abo chart most of the consumers are not stratified with the services of the staff
members of Dosa Hut. The general satisfaction level has ranged between 1-50% only. Majority
of responses are in between this range only.
Question 2: Rating of Staff’s knowledge of the menu and Attentiveness of staff out of 1 -5.
Response Number of Reponses Percentage
1 15 30%
2 20 40%
3 10 20%
4 3 6%
5 2 4%
Total 50 100%
Interpretation: For the knowledge of the staff regarding menu and their attentiveness the
highest ranking is given to number 2 which is not good. As is the lowest ranking and 5 is the
highest ranking. This means the staff does not have a complete knowledge about the menu and t
they do not serve guests attentively.
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Question 3: Do you think that Dosa Hut is making effective use of the new technology in its
order taking and deliveries?
Response Number of Reponses Percentage
. Agree 8 16%
Strongly Agree 7 14%
Disagree 20 40%
Strongly disagree 15 30%
Total 50 100%
Interpretation: Over the point of latest use of technology use in the restaurant most of
the consumer stated that the Dosa Hut do not use the latest technology in its order taking and
delivering of the food. 40% disagreed that to this point of not using of technology in order and
delivering process.
Question 4: Providing restaurant tablets to place order by Dosa Hut.
Response Number of Reponses Percentage
. Agree 25 50%
Strongly Agree 22 44%
Disagree 2 4%
Strongly disagree 1 2%
Total 50 100%
Interpretation: over the option of providing restaurant tablets at Dosa Hut 40% of the
consumers strongly agreed to this fact. This means consumers are willing to welcome a new
advanced technological update in Dosa Hut.
Question 5: Taste of food as Dosa Hut offering authentic south Indian flavours.
Response Number of Reponses Percentage
Yes 20 40%
No 30 60%
Total 50 100%
Interpretation: Over the point of authenticity of south Indian flavours 60% of
consumers stated that they do not feel that the taste it that authentic. The restaurant does not
serve actual south Indian flavours in Australia.
Question 6: Stability in the taste of food same and exactly like earlier meal in Dosa Hut.
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Response Number of Reponses Percentage
Yes, every time 7 14%
The taste varies sometimes 12 24%
Taste fluctuate very often 15 30%
Taste is different every time 16 32%
Total 50 100%
Interpretation: On the question of stability in the taste of the foods they have eaten
earlier the responses also varied. 32% of consumer stated that they do not have tasted the same
dish with same flavours again. 30% of the tested they have seen fluctuations in the taste of the
food they are served at different times.
Findings:
The main finding of the survey is that the Dosa Hut’s consumers are facing certain
issued related with the services of the staff members, the authenticity and taste of the food as
well as the technological use of the restaurant. The staff if less attentive and lacks expertise in
providing excellent services to the consumers. The restaurant has not indulged in advanced
technological usages and there are no restaurant tablets menus in Dosa Hut as well. The
consumers are not happy with the south Indian flavours in the dishes served and there is rapid
fluctuation in the taste of food which indicates faster changes in the cook and staff members.
Issues:
With all the above discussion and survey three issues are identified regarding the services
and other factors of Dosa Hut.
1. The first issue is related with the staff services where the staff members lack experiences and
they do not have full knowledge of the menu. Also, they are not attentive while taking orders and
serving the food.
2. Another, issue is related with use of advanced and latest technology in the Dosa Hut. The
retrace have not still adapted newer technology its order taking and delivering of food services.
The restaurant still does not have restaurant tablet technology for which consumers are willing
waiting.
3. The last issue is related with the authenticity of the south Indian flavours which the restaurant
claims but is failing in serving the same. Also, the restaurant is facing a problem in maintaining
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the same taste for each dish and complaints are lodged over change in the taste every time it is
ordered by same person.
MAIN FACTOR DICUSSION
Form the above SWOT, porter 5 force model, other analysis and survey finding the
overall three issues of the Dosa Hut lead to consumer dissatisfaction. The inattentive and less
knowledgeable staff, unauthentic and fluctuating taste of food and the lack of use of advance
technology is leading to increase the dissatisfaction level of the consumer. This can directly
affect the sales and reputation of the organisation. For this consumer satisfaction theory can be
applied by Dosa Hut in order to enhance consumer satisfaction level (Zhao and et.al, 2016).
In this theory the restaurant is required to identify the key performance indicator which
tracks the consumer satisfaction level regarding the issues which are currently faced in the
organisation. The problem of staff can be related with high employee retention level and
improper training to staff members. The same can be with the cook as frequent change in cook
can hamper the authenticity of teats as well fluctuation is teat is also normal. For the
technological advancement it can be stated that the restaurant has not though of this far, but it is
in the mind of consumers, so it is high time to take immediate effective action to resolve the
same.
RECOMMENDATION
For the three issues identified the following recommendations are made:
1. The staff must be trained properly before giving any services to consumers. They must be
given training regarding polite, attentive and thoroughly remembering the menu so they can
make suggestion to guests. In this manner they will be more attentive as well. The restaurant
must try to reduce employee retention as fast change in staff is not a good sign.
2. For the technological advancement it must include social media order taking and other forms
of taking orders and delivery of food. Also, it must introduce restaurant tablets menu in its
restaurant.
3. For the taste of the food it must hire experienced and well-groomed chef form India who have
an excellence in making such food. In addition, Dosa Hut is required to keep them for long in of
order to maintain same authentic taste for its consumers.
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CONCLUSION
To conclude this report, it can be stated that Dosa Hut is in an expansion phase and is
growing with a good pace. Till date have 15 branches in Australia and have maintain a rating of
3.6 stars. With the growth and expansion certain issues are also faced by Dosa Hut mainly with
staff and cook and technological advancement in Dosa Hut. The issues have found out with
application of SWOT analysis, Porter five force model and others analytical tools along with
conducting survey.
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REFERENCES
Dosa Hut page. (2019). Online. Available through
<https://www.facebook.com/dosahutcbd/photos/a.544399719090085/546116205585103/
?type=1&theater>.
Dosa hut reviews. 2019. Online. Available through
<https://www.tripadvisor.in/ShowUserReviews-g4243129-d11965149-r462819002-
Dosa_Hut-Harris_Park_Parramatta_Greater_Sydney_New_South_Wales.html>.
Dosa Hut, Melbourne. 2019. [Online]. Available through <https://www.dosahut.net.au/>.
Engler, T. H., Winter, P., & Schulz, M. (2015). Understanding online product ratings: A
customer satisfaction model. Journal of Retailing and Consumer Services, 27, 113-120.
Harding, S. (2017). MBA management models. Routledge.
Leiber, T., Stensaker, B., & Harvey, L. C. (2018). Bridging theory and practice of impact
evaluation of quality management in higher education institutions: a SWOT
analysis. European Journal of Higher Education, 8(3), 351-365.
Marketing mix. (2019). [Online]. Available through
<http://mbabusinessmodels.blogspot.com/2015/06/the-7-ps-of-marketing-mix-practising-
in.html>.
Menga, E., Dan, A., Lu, J., & Liu, X. (2015). Ranking alternative strategies by SWOT analysis
in the framework of the axiomatic fuzzy set theory and the ER approach. Journal of
Intelligent & Fuzzy Systems, 28(4), 1775-1784.
Mohajan, H. (2017). An analysis on BCG Growth sharing matrix.
Zhao, Z. Y., Zuo, J., Wu, P. H., Yan, H., & Zillante, G. (2016). Competitiveness assessment of
the biomass power generation industry in China: A five forces model study. Renewable
Energy, 89, 144-153.
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APPENDIX
Question 1: On percentage basis what is your satisfaction level over the services provided
by the staff members of the Dosa Hut?
A. 1-25%
B. 26-50%
C. 51-75%
D. 76-100%
Question 2: Please rate the following services, from 1 to 5.
Staff’s knowledge of the menu
Attentiveness of staff
Question 3: Do you think that Dosa Hut is making effective use of the new technology in its
order taking and deliveries?
A. Agree
B. Strongly Agree
C. Disagree
D. Strongly disagree
Question 4: According to you, does Dosa Hut must provide restaurant tablets to place
order?
A. Agree
B. Strongly Agree
C. Disagree
D. Strongly disagree
Question 5: Do you find the taste of food as Dosa Hut offers authentic south Indian
flavours.
A. Yes,
B. No
Question 6: Do you find the taste of food same and exactly like you had earlier?
A. Yes, every time
B. The taste vary sometimes
C. taste fluctuate very often
D. Taste is different every time
15

CHART AND GRAPHS
Question 1: Satisfaction level consumers with services provided by the staff members at
Dosa Hut:
51-75% 76-100%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
30%
46%
14%
10%
Question 2: Rating of Staff’s knowledge of the menu and Attentiveness of staff out of 1 -5.
30%
40%
20%
6% 4%
1
2
3
4
5
Question 3: Do you think that Dosa Hut is making effective use of the new technology in its
order taking and deliveries?
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16%
14%
40%
30%
. Agree
Strongly Agree
Disagree
Strongly disagree
Question 4: Providing restaurant tablets to place order by Dosa Hut.
16%
14%
40%
30%
. Agree
Strongly Agree
Disagree
Strongly disagree
Question 5: Taste of food as Dosa Hut offering authentic south Indian flavours.
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yes no
0
10
20
30
40
50
60
40
60
Question 6: Stability in the taste of food same and exactly like earlier meal in Dosa Hut.
Yes, every time The taste vary
sometimes Taste fluctuate
very often Taste is different
every time
0%
5%
10%
15%
20%
25%
30%
35%
14%
24%
30% 32%
18