Emerging Business Opportunity for Restaurant Businesses

Research Project
(An investigation over emerging business
opportunity for restaurant businesses at global
level. A study on Fordwich Arms.)

Table of Contents
Title of the Research........................................................................................................................1
Introduction......................................................................................................................................1
Literature Review.............................................................................................................................2
Research Methodology....................................................................................................................3
Data Analysis...................................................................................................................................4
1) Situational Analysis:....................................................................................................................4
2) External market analysis:.............................................................................................................6
In the term of new product:....................................................................................................9
Market Entry strategy:..........................................................................................................10
3) Risk analysis:.............................................................................................................................11
4) Growth strategy Proposal..........................................................................................................12
References......................................................................................................................................14

Title of the Research
An investigation over emerging business opportunity for restaurant businesses at global
level. A study on Fordwich Arms.
Introduction
In the modern business era, organisations are mainly working for the purpose of attaining
higher growth and success, thus competition within market is so high and for betterment of
organisational performance it is important for the business to implement effective strategy and
evaluating the market for the intention to attaining higher growth and success. The existing
project mainly accessed to creating growth opportunity for the organisation to create and growth
within the emerging market (Lee, Hallak and Sardeshmukh, 2016). Therefore, the study is
analysing the development opportunity and profit. It is a small and popular restaurant in London
that is mainly concern to enhancing it s performance via increasing the growth opportunities for
the business. After analysing the performance of Fordwich, it has been seen that, there is a high
growth opportunity for the firm as it will develop higher opportunity within market to grow and
attain higher growth. The Fordwich Arms restaurant in Canterbury, Kent, has been rated the best
pub in the UK. Here, owners Dan and Natasha Smith talk to KentOnline about the secrets behind
their success. The Fordwich is a refined British cuisine in an oak-walled room with fireplaces, a
vintage bar & a riverside terrace. The restaurant is situated in King St, Fordwich, Canterbury
CT2 0DB, United Kingdom. The restaurant was performing good in the market of UK but due to
the issue of Corona virus the operations of the firm are decreases as people are not preferring to
move out for having outsider food. In this pandemic situation of COVID 19 the company has
planned to launch a new website or mobile application where they offer online facilities to the
customers with full detailed of the products and the price as well (Santeramo and et. al., 2018).
The restaurant also ensure the security ensure and promise to deliver their products at home.
They launch the application with a unique name “Fordy For Foody” therefore, they provide
application facility to on mobile phones which customers can download from play store and
applicable for android and IOS. The idea is supportive for Fordwich to enhance the operations
and attracts people from wider range. This application facility will help the business to enhance
its recognition within market and also provide opportunity to setting up business at large scale
and enhance the revenue and profitability.
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