Planning for Growth

PLANNING FOR GROWTH

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P1 considerations for evaluating growth opportunities..........................................................3
P2 Ansoff growth matrix........................................................................................................7
LO 2.................................................................................................................................................9
P3 Sources of finance.............................................................................................................9
LO 3...............................................................................................................................................12
P4 Business plan...................................................................................................................12
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................20

INTRODUCTION
Growth planning is basically the strategic activity which enables the organizations to
track their growth in terms of their revenue and thus allows them to devise various strategies for
growing as well as developing in the future. The Fat duck restaurant is primarily the restaurant
being established in 1995 and headquartered in Berkshire, England. This restaurant provides
wide range of meals as well as dishes to customers ranging from breakfast to dinner. The main
aim of this report is to evaluate the current position of The Fat Duck restaurant in market and
hence recommend various strategies for growth.
This report gives a brief overview of selected business, competitive advantage for
business, opportunities for business, Ansoff growth matrix, sources of the finance and
recommendation.
LO 1
P1 considerations for evaluating growth opportunities
In order to analyses growth opportunities of business, Pestle analyses model is being used
by new firms.
Political factor: As restaurant industry is growing well and there is high opportunity to get
success in market. Government is supporting this sector and continuously providing support to
business. Free trade agreements and visa policies are helpful in attracting ne buyers that help
business to gain success in market.
Economic factor: Fat duck restaurant can get opportunity because there is high employment rate
in the county hence capacity of people is also high hence people spend money to get restaurant
services hence enterprise has opportunity to gain success in market.
Technological factor: This is another major element that shows opportunity to business. In the
recent time fat duck restaurant will use advance technologies such as POS machines that will
help in keeping records properly and providing immediate services to wide range of consumers
of restaurant hence it will enhance opportunity to grow well in market.
Social factor: This is the factor that has high influence over business performance, people of
country like to go restaurant hence enterprise will offer food to the consumers as per the taste of
consumers that will enhance opportunity for Fat duck restaurant to grow well in market.
The fat duck restaurant is basically the renowned and well-known restaurant being
established in the year 1995 and have its headquarter in Berkshire, England. It is run by the

popular chef Heston Blumentahl. This is considered as one of the most liked restaurant in
England and thus having a small business, this restaurant houses more than 32 staff which has
increased from past few years. This restaurant initially gained first Michelin star in the year 1999
but with its high degree of consistency, it gained three Michelin stars in the year 2004 which
made it one of the fastest growing restaurant in UK. This restaurant is basically known for
fourteen-course menu which features a wide range of dishes like nitro-scrambled egg, bacon ice-
cream, Alice in Wonderland etc. The most renowned and remarkable thing which has made this
restaurant popular among people of UK is mock turtle soup which is made up in such a way that
it gives the look of fob watch (Dierwechter, 2017). This dish has ultimately become one of the
major contributor in revenue as well as profit of this restaurant. The Fat Duck restaurant is
considered as one of the highly growing business which despite its small business have grown to
a high extent from past few years. Talking of the capacity, restaurant has seating capacity of
around 40 and have fourteen tables.
Coming on the quality as well as services of the restaurant, it provides a high quality
services to its customers by having a great treasure of trained staff and chef. The Fat duck
restaurant have a large proportion of the chefs which are highly skilled as well as trained and
thus complies to the ethics and food standards by providing healthier and fresh meals to the
customers. This main aspect which has helped this restaurant to become widely known restaurant
in UK is their ability of experimentation. Most of the items in menu of this restaurant is mainly
developed through experimentation like egg as well as bacon ice-cream which came after the
investigation of the flavour encapsulation. Not only its dishes have won hearts of most people in
UK, but the beverages which are being served by this restaurant has become one of the major
catalyst in growth of restaurant. The various kinds of beverages being served by the restaurant
help people to become nostalgic and make a deep connection with their childhood memories.
This restaurant besides this has a separate lab where various equipment like centrifuge are being
placed for making the chocolate wine (Frenchman, 2017). Apart from the beverages and dishes,
this restaurant is also known for its great sweet dishes and desserts like Sardine, Black forest etc.
Alongside, the dishes are served are highly innovative like Sounds of Sea which is the widely
known dish of this restaurant. This is basically the plate of the seafood with seafood foam.
Talking of the events, this restaurant is considered as the ideal place for hosting a large number
of business and social events like conferences, marriage, birthday parties, social gatherings etc.

Competitive advantage for business
The Fat duck is one of the well known restaurant in UK which is widely known for its
great quality as well as service. This restaurant even though having little diversification has
gained a competitive advantage to its best. Although, it is a small business but the restaurant has
gained popularity in UK from past few years which has helped them to gain competitive
advantage.
Quality
Quality is one of the main aspect which has helped restaurant to attain competitive
advantage and thus have helped them in establishing the position in market. The organizations
like many restaurants are known for their great quality in terms of the food being served to
customers, services offered to customers, staff etc. (Albert, 2017). This has become one the most
important basis for restaurant which can help the restaurant in achieving competitive advantage.
Thus, restaurant can achieve a great aspect of quality by improving its services as well as
technology and this will help to improve performance in market. By providing the top class
quality to the customers as well as suppliers, The Fat Duck restaurant will be able to capture a
high market share and this will allow them to enter the new market.
Staff
Staff is one of the most important aspect of each and every organization whether big or
small which directly contributes towards the success of organization. When the staff as well as
employees of even a small organization are highly skilled then their skills as well as ability help
the organization to achieve competitive advantage (Angotti, 2018). The Fat duck restaurant can
provide effective training to staff which will help them to achieve competitive advantage and
thus will help them in future to diversify their business in wider geographies. This trained staff
will eventually help the restaurant in entering new market and achieve competitive advantage.
The competent as well as highly trained staff will help the organization to achieve competitive
advantage and will help to take the brand message to wider audience. This will eventually help
the organization to enter the new market.
Service
A customer always looks for the organization who have the potential to fulfil all their
needs and demands and thus rely on the organization which provides a great service to them.
Thus, service forms an integral part of any organization which helps them to achieve the

competitive advantage. When the business offers a great and high quality services to customers
then it leaves a positive impression on minds and hearts of customers. Thus, providing a high
quality service will help this restaurant to achieve competitive advantage. By offering great
quality services in terms of technological advancement, reduction of queue time etc. will help
this restaurant to eventually establish position in market (Bagheri, and et.al., 2018). By providing
the high class services to the customers, restaurant can establish its position in market and
increase is brand recognition. This will also help the restaurant to enter new markets like
Denmark, Netherlands etc.
Opportunities for business
There are wide range of opportunities which are being available to The Fat duck which
will help them in future to diversify their business and thus develop in wider geographies. In
order to exploit these opportunities, restaurant needs to continuously look for the market trends
along with the customer’s trends which will help them to capture a great market share.
Technological advancement
Since the advent of advanced technology, people have now become technology-oriented
and thus looks for technology and innovation in each and every aspect (Daniels, 2017). This will
be a great opportunity for restaurant which will help them to become a market leader. For
example- restaurant can incorporate technology like Kitchen display screen which will help
customers to know the time of their order processing. Besides this, the restaurant can install
guest kiosk where customers can order their food by sitting at their seat and thus this will reduce
queue time. This is one of the biggest opportunity which is available to restaurant which they
should seize.
Innovation
This is the another opportunity which is available to restaurant and thus will help this
restaurant to achieve competitive advantage as well as enlarge customer base. Each and every
customer looks for innovation in every product as well as service and thus like to depend on
those organizations which brings continuously brings innovation. This is one of the biggest
opportunity that can be availed by restaurant and will help them to capture a great market share.
Even though being a small business, restaurant can increase its investment in innovation and thus
this will help them to eventually gain an edge over their competitors (Dierwechter, 2017).
Health is wealth