Emerging Business Opportunity for Restaurant Businesses

This research project investigates the emerging business opportunity for restaurant businesses at a global level, focusing on a study of Fordwich Arms. The study aims to analyze the development and profit potential of the restaurant and explore growth strategies. The research includes a situational analysis, external market analysis, risk analysis, and growth strategy proposal. The project also includes a literature review on SWOT analysis, PESTLE analysis, and marketing mix. The research methodology involves qualitative research and data analysis. The subject is business and the course code, course name, and college/university are not mentioned.

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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Literature Review
Literature review is defined to be the most imperative area of an investigation as it is
valuable in developing descriptive theoretical framework to aid the investigation project in right
manner to gather suitable information. Therefore, literature development is mainly encompassing
over secondary sources like books, journals, article s and so on.
According to Kokemuller (2019), SWOT analysis is recognised as one of the most
imperative strategic tool which is available to a business, division or the department. SWOT
analysis is imperative in executing internal analysis to guide in the way a company is operating.
Therefore, SWOT helps in examining the strength, weaknesses, opportunity and threats for the
business. A SWOT analysis is significant in providing the detailed and unbiased evaluation in
relation to the company as a whole and the specific product or campaign. The model is
significant in nature to rendering suitable guidance to evaluate the facts that influences the
business operations. In the context or Fordwich Arm Restaurant SWOT analysis is effective in
providing descriptive evaluation over the internal aspects of the business that affects the idea of
offering online facilities to their customers. Therefore, SWOT analysis is valuable for Fordwich
Arm Restaurant to determining the value of launching mobile application within market and the
significant opportunities and threats for the business.
According to Frue (2016), PESTLE analysis is defined as the strategic tool to reduce the
threats for the business. PESTLE analysis performs an effective participation in the growth of
business, whether it is an expansion of the product line or opinion up a new start up. PESTLE is
encompassing over collective aspect lie political, economic, social, technological, environmental
and legal. Therefore, the aspects are imperative in nature to executing the external analysis and
support the business in significant manner. In the terms of Fordwich Arm Restaurant, PESTLE
analysis is imperative in nature to providing external befits to the business via evaluating the
political, economic, legal, environmental, benefits of the new product or the facility launch by
the company in terms of online application. However, the suitable evaluation helps the business
in determining the extremal aspects and the benefits for launching the mobile application for
Fordwich Arm Restaurant.
According to Kosaka (2017), Marketing mix is defined as the combination of elements
which shape how a business delivers value to its buyers. The marketing mix mainly involves the
aspect of product, price, place and promotion. Therefore, these all are imperative in evaluating of
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the product within market via determining the value, need and recognition. The 4 Ps of
marketing is mainly implemented by the business to analyse some key factors for their business,
that involves what buyers want from them, how their product or service meets or fails to meet
those needs, how their product or service is perceived in the world, how they stand out from their
competitors, and how they interact with their customers. Therefore, in the context to Fordwich
Arm Restaurant, 4 p’s of marketing is effective in determining the growth of new mobile
application that offers effective facilities to the customers within market place.
Research Methodology
This is the most imperative aspect of the project as it mainly works as the procedure of
providing systematic assistance to the researcher to execute the entire project in right manner to
generate suitable results. The methodological selection is mainly relay over multiple applications
that support the work via rendering the significant direction. The methodologies that are
significant for this specific research are associated as under:
Research Method: In the execution of the examination it is significant for the researcher to
choose the most appropriate source to direct the venture in right way. This segment of
examination is transfer over qualitative and quantitative research method. In this present
assessment qualitative research is being executing by the researcher, hence it is successful in
executing elucidating assessment through the help of social affair data inside qualitative
methods. Thusly, in this examination is executed over the part of looking at analysing the growth
opportunities for Fordwich Arms in terms of product development and qualitative exploration is
successful in offering help by means of actualize models, theories and concepts dependent on the
comparative subject.
Research Philosophy: Research philosophy is characterized as the conviction about the route in
that data according to a marvel should be accumulated, assessed and actualized. The choice of
theory depends on two significant aspects like positivism and interpritivism research philosophy.
In the setting to this current examination work, interpritivism research philosphy has been
executed by the researcher. Nonetheless, interpritivism is the appropriate determination for
qualitative exploration and it is basic in giving data through the assessment of others.
Data Collection and Analysis: Information assortment and investigation is perceived as the most
basic part of an examination as it helps in supporting the whole task in right way with the help of
social event reasonable data. Subsequently, in the setting to this current examination information
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assortment depends on secondary aspects as this is basic in nature to assemble important data.
Secondary research is being created to execute theoretical viewpoint as in this models, theories
and concepts are actualized to upgrade acknowledgment about the theme and the reasonableness
of the item improvement technique for the development and operational upgrade of Fordwich
Arms. In any case, secondary research is basic in investigating singular comprehension by means
of offering help through applying appropriate theories and methodologies which are reasonably
powerful for a particular branch of knowledge. Secondary research is basic in improving top to
bottom comprehension with the usage of theoretical system where major assistance can be taken
via the support of suitable theories and models which are significant for Fordwich Arms to gain
growth and progression.
Furthermore, information analysis is characterized as the methodology of reviewing,
cleansing, changing and demonstrating data through the aim of deciding the suitable information,
data result and furthermore supporting dynamic. However, in the setting to this current
investigation the examination is being directed with the assistance of breaking down the
reasonable strategies, models and theories which are adequately actualized to help the
undertaking in right way.
Data Analysis
1) Situational Analysis:
A situational evaluation is defined as a accumulation of tools that are applied to analyse the
internal and external aspects in a business. Therefore, a situational analysis mainly allows a
business to implement market investigation to determine the projected development, defining the
potential buyers, assess the rivals and also evaluate the state of the business (Camillo, 2012). A
situation evaluation is an imperative aspect of a business plan and also needs to review
periodically to ensure that it is current. Fordwich Arms is a leading small restaurant which is
operating in London with the courage to enhance operations at wider scale. They are mainly
offering high quality food facility to the people in London and attract them with the effective
range. From the past few years the company is going good and having an effective market image
within the London and having significant capability to enhance the operations at wider level and
enhancing awareness about their offerings. In the pandemic of COVID 19 online food facility
become the most applied tool by the businesses as it is effective in fulfilling the desires of the
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buyers and explore the opportunities for the business to enhance the operations. Therefore,
Fordwich Arms, is concern over developing a new mobile application facility which will be
supportive in attracting the customers at wider level and enhance the sale and revenue of the
business (Cheng And et. al., 2019). In this present evaluation, for conducting effective
situational analysis with the help of implementing SWOT analysis as it is the most effective
aspect to determine situation analysis via evaluating the strength, weakness, opportunity and
threats. The SWOT analysis for Fordwich Arms is associated as below:
Strength: Strength is defined to be the power of a business and it helps the business to analyse its
capabilities and attain higher growth and success. Fordwich Arms is a recently refurbished pub
and restaurant set in Fordwich, Britain's smallest town, therefore, the key strength of the
restaurant is its effective brand image, quality of products, unique and attractive services and the
low cost products, thus the company is mainly famous for this clean and tidy environment. In
addition to this wide range of products and the location of the restaurant are the key power for
the business which helps them to effectively work in the market and attain higher growth.
Weakness: Weakness are recognised as the obstacle for the business as it restrict the business to
work on its optimum level and weaknesses are also provide the suitable assistance in regards to
the aspects which are needs to be overcome by the business to gain higher growth and success.
The key limitation or weakness for Fordwich Arms restaurant is the availability of the staff, less
funds, consistent supplies are the key weakness which influences the operations of the business.
Thus, the company needs to be focus towards the resolving such issue in effective manner to
enhance the operations and execute them effectively (Verma and Gustafsson, 2020). However,
the company needs to hire experienced staff people and provide them training to operate in
suitable manner. The restaurant should also be concern over the supply of the product as the
consistent supplies are imperative to conduct the operations effectively.
Opportunity: Opportunities are defined as the aspect of success which aim a business in the
manner to increase its profits, likewise expanding or providing different types of food and
beverages. Fordwich Arm is a well reputed business in London which get more opportunity due
to its effective brand image within market. Taking advantage of trends related to eating healthier
may mean featuring more organic dishes or salads on the menu of restaurant. Hereford, the idea
of launching a new mobile application will bring lots of opportunity to the business to attain
higher growth and success. Finding ways to generate more traffic during slow times, such as in
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the afternoon, may represent an opportunity for growth. Therefore, with the support of online
mobile application the restaurant will receive orders in all day and provide satisfaction with their
door to door delivery facility.
Threats: Threats are also evaluated as the weakness for the business which hampers the growth
and success of the business. Therefore, big brands in the area, increment in the operational cost
and higher rivalry in the market with lowest price facility are the key threat of Fordwich Arm.
These are the major threats which influences the operations of the business.
Although, SWOT analysis is effective in the manner to providing an effective suitable
situational analysis which helps the business to determine its strength, weakness, opportunity and
threat, which are effective in determine the opportunity for the business to launch the mobile
application to attain growth and success (Chen and Elston, 2013). The effective brand image of
the business will support Fordwich Arm to enhance its operation with the support of launching
the new product and offering facilities to the customers at wider level.
2) External market analysis:
This defined to be the most imperative aspect which needs to be analysed effectively for the
intention to conducting suitable business operations. An external analysis refers to the industry
environment of the business, involving factors like wise competitive structure, dynamics and
rivalry position. The fundamental intention of external evaluation is to analyse the opportunities
and threats in an industry or any segment which will drive profitability, growth, and volatility
(Tussyadiah, Kausar and Soesilo, 2018). In this existing project external analysis is effective in
determining the current business environment, the social trends and the required political
practices. However, for the effective implementation of a new product in the market it is
important for Fordwich Arm to identify the market and the requirement for the business to
enhance opportunity. For the intention to launching a new mobile application it is important for
the Fordwich Arm restaurant to evaluate the current rivals and the external market to enhance
growth and success. For executing external analysis PESTLE analysis is most suitable tool to
determine the political, economic, social, technological, legal and environmental aspect, the
suitable evaluation of PESTLE is defined as under:
Political Factors: The stable political surroundings of the United Kingdom has stabilized the
business sectors effectively, and this has added to the benefits of running a restaurant
organisation within London. The political aspects have a wider influence over the restaurant
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business as he government needs to have influence on the business and they announces different
regulations through time to time taking suitable care of the heath of the individual. There are few
aspects like tax reforms and the health care regulations which are basically faces under the
political factors. The government norms and policies are rapidly changing as per the change
arises in environment, thus the Fordwich Arm needs to follow the updated standard and policies
relation to tax and the health care aspect to provide assurance of safety and security in their
services. However, in the pandemic of COVID 19 safety and cleanness an tidy facilities are
required to attract customers, as individual are having the issue of getting affected by the corona
virus (Kandampully, Zhang and Bilgihan, 2015).
Economic Factors: There are different outside aspects which can influences the business, thus
the minimum wage and the health of the economy are two which could have a wide influence
over the restaurant. United Kingdom is recognised as the most rich industry which is imperative
in providing opportunity to the businesses to gain growth and success. Therefore, the fiscal
policy of government can influences the business of restaurant business. Under the fiscal policy
the restaurant need to put taxes over the food and the purchase of the customers and this will
have to enhance the rate of food items. In addition to this the change in inflation rate can also
influence the organisations as the price of the ingredients and it directly affects the entire sales
and operations of the business. The Fordwich Arm needs to put low price products and also
follow all the norms of the business, therefore, at the initial stage of mobile application launching
the restaurant needs to provide extra food offers, vouchers, off of food process and so on, this
helps the business to enhance entire performance. However, business needs to manage funds and
capital to manage the issue related to tax and maintain rapid operations.
Social Factors: Modern societies have constantly adopt new systems and styles of living, there
are high levels of culture diffusion as people trade and interact. In the modern era people are
mainly concern towards effective and high quality food items as well as they are also becoming
health conscious so people mainly looking for organic products and wants the effective quality in
reasonable prices (Phillips And et. al., 2017). However, for resolving the challenges of social
factor it is important for The Fordwich Arm to determine the culture and taste and preference of
the customers and provider service accordingly, thus this will help the business to enhance the
overall performance via increasing the rush of customers over mobile application.
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Technological Factors: In the current and advanced globe era, there has been the growth of
technology systems to undertake assorted activities in business sectors. For instance processes
have been made simple and effective with the use of computers and other technologies. The UK
is recognised as one of the nations with high stage of technological advancement, with these state
Italian countries are effectively operating within the country benefit from low cost of operation
that in turn lead to high profits. Therefore, The Fordwich Arm was providing dining facilities
and not operating via the online platform, the company now has planned to launch new mobile
application for offering online facilities to the customers, in which buyers can easily check the
entire menu with all ingredients involve in this, prices is also show over the site, thus this will slo
helps the customers to make suitable choices and also provide them delivery facility to offer
them safety in the pandemic of COVID 19.
Environmental Factors: There are some of the ecological aspects that are imply over the buyers
of the food companies and they have to define to the environmental issues. In the context to
restaurant and the food business, the government have created assorted legislations to keep the
food healthy and nutritious for maintaining the effective health of the customers. The
surroundings of the restaurant is also a major environment factor which needs to be considered
by the business to provide effective facilities. The Fordwich Arm is situated at a riverside and it
is the positive aspect of the business as the people are easily attracted towards a good location
and the business also needs to focus over implementing suitable legislations which are unconcern
to the protection of food safety as it is important for the restaurant to provide effective and
healthy food safety to their customers in the manner to gain growth and success (Morris,
Shirokova and Shatalov, 2013).
Legal Factors: It defined as the most imperative aspect of external analysis, therefore, the
prevalence of the Consumer Rights Act 2015 in the sphere of organisation within United
Kingdom has obliged every business, irrespective of size or scale, to remain compliant to the
business laws of the land. Legal norms and legislations are something that has a wide influence
over the operations of restaurant business. However, it is important for The Fordwich Arm is
concern over implementing all legal policies and norms which are required to conduct online
operations food safety act, consumer protection act and so on.
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In the term of new product:
The aspect of 4P’s of marketing mix is effective in terms to determining the suitable
market and the effective opportunities for the business within market, thus the suitable 4P’S
analysis of The Fordwich Arm is defined as below:
Product: Product refers to a good or service that a company offers to customers. Ideally, a
product should fulfil an existing consumer demand. A product is defined as the combination of
goods and service offered to the target market. Fordwich Arm mainly offers food, drink, Local
cuisine facility, British, Pub, Vegetarian Friendly services and multiple Vegan Options. The
restaurant in mainly famous for its unique and special dishes which involves Duck liver parfait,
clementine, Sauternes and doughnuts, Roast Blackface lamb, Jerusalem artichoke, curds and
crisp potato, Rice pudding, Bramley apple and crumble and so on, therefore these are the major
attraction of the restaurant. In the idea for implementing mobile application the restaurant has
provide online booking facility and also customise their food as per their own taste and
preference, thus this will helps the business to enhance the rush of website and increase more
profitability.
Place: This defined as the most imperative aspect of marketing mix as it is not about the physical
location but about the entire procedure which brings products and services to the end users. In
the context to Restaurant business the suitable selection of place is required as people in the
modern era are wide using searching engines for accurately identify the location and its
attractiveness, than the decoration and billboards must a seen as the content. Fordwich is stated
near the river side location and it is its major attraction, thus the restaurant has its lovely 1930's
bar and oak panelled dining room with three open fires (Darkow, Foerster and Heiko, 2015).
Additionally, in the summer months the riverside location gives rise to a beautiful dining terrace
and garden with views over the river Stour. This is effective in attracting more customers.
Price: This aspect of the marketing mix mainly specifies the price points and price ranges of the
company’s food and beverage products. Therefore, the suitable selection of pricing strategy is
imperative for the business to attain higher growth and success via attracting more or more
customers. The Fordwich Arm restaurant is mainly offerings its products and services in between
the range of £50 - £79 as it is the lowest offering which helps the business to attract more buyers.
However, the company use bundle pricing strategy in which they provide discount on purchasing
each item separately.
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Promotion: This mainly defined as the tactics which are mainly implement by the businesses to
communicate with the customers. This is imperative for the business to gaining attention of
customers and increases the sales and revenue of the business. The Fordwich Arm is
significantly concern over applying social media marketing and advertising tool to attract
customers and promoting the new facility of Mobile application, thus this would be beneficial for
Fordwich Arm to enhancing the number of customers and increasing the entire sales of the
business (Veronica And et. al., 2020).
Market Entry strategy:
Market entry strategy is defined as a planned distribution and delivery tool of goods and
services to a new target market. A suitable market entry strategy is required for the business to
attain higher growth and success. The company The Fordwich Arm is using partnership strategy
for the entry as it is effective for them to enter into the market (Sanchez-Gutierrez And et. al.,
2012). The couple Dan and Natasha Smith has start their business together as partners and in the
year of 2017 they came from London to Kent for setting up business and running the operations
effectively.
How will we expand ?
The Fordwich Arm is a leading restaurant in London and in the pandemic of COVID 19
the performance and the sales of the restaurant is increasing down which creates a bad impact
over the entire profitability of the business. However, the company has planned to set an
effective product development strategy in which they launch a new mobile application which
would be significant for them to offer online facilities to their customers and deliver them at their
doors and also ensure them about all the safety and security from the newly originated virus
called Corona Virrus. This will be the best and effective entry strategy for the business to deal
with the market sitiation and attain higher growth and success.
Who will invest?
The restaurant was mainly developed by the potential efforts of a couple Dan and
Natasha Smith and they are moved from London to Kent in the year of 2017 with the a wide
ambitions for a quaint, riverside pub (Tan and et. al., 2017). There is no such investors behind
the success of the restaurant as the owner couple have been putted their significant efforts and
also arrange cash and capital. Therefore, they mainly use their own income to start-up the
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business and taking help from the local banks or investors to fulfil the requirement of the
restaurant.
Organic or inorganic growth?
Each business in the market has operate for the intention to gain higher growth and
success and the development of mobile application “Ford for Foody” creates organic growth for
the business as it is imperative in nature to increasing the entire sales and revenue of the
business. Organic growth refers as an internal development the business sees from its operations,
often analysed through same-store or comparable sales.
Who will help/ support?
The major supporter of The Fordwich Arm is the social media tools as the company has
mainly promote its mobile application with the help of social media applications as in the
modern era individual are concern over suing online applications and this will helps the business
to enhance the recognition of the customers at wider scale. In addition to this, the owner of the
restaurant the smith couple has applies word moth advertising and approaching their rapid
customers with the help of email or phone call.
3) Risk analysis:
Risk evaluation is defined as the technique which is used by the businesses to identify and
assess factors that may jeopardize the success of a project or attain higher goal and advancement
(Lawrence and Weber, 2014). The Fordwich Arm is a famous restaurant which is facing
different issue that influences the growth and development of the business, the key risk aspects
which are needs to be considered by the restaurant are defined as below:
Employment Risk: This recognised as the primary risk aspect which influences the operations of
the business effectively. The Fordwich Arm is facing the issue of lack of experiences staff,
therefore, for resolving this challenge business needs to hire experienced and skilled people to
manage the operations effectively (Pulido-Fernández and et. al., 2019). In the assessment of
mobile application, the business needs to hire people with suitable technological skills as to
manage the orders and delivery effectively.
Supplies Risk: This is also a major challenge for the business and in the food industry the
management of suitable products involving food, beverage, ingredients, veggies and so on.
Therefore, these all the managed by the suitable assessment of managing supply chain of the
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business. In addition to this, the company also needs to set delivery facility to the customers for
fulfilling their desire.
4) Growth strategy Proposal
A growth strategy is defined as the plan and procedure which allows an individual or
business to attain higher growth and wider level or market share. Therefore, for the development
of The Fordwich Arm, Porter’s generic strategy will be considering, thus it is effective in
providing suitable analysis of the market and the growth of business. The Portner’s Generic
strategy is based on 4 aspects and mainly implemented to gain competitive edge therefore, the
company is concern over launching a new product in the form of mobile application named as
“Ford for Foody”.
Cost leadership: This is the most imperative aspect of this strategy as it is based on low cost
products. Therefore, the Fordwich Arm is concern over implement low cost of their products,
thus at the initial stage the company is offering low cost products and the discount offers to their
customers in the manner to attract and sustain them (Ramos-Rodríguez and et. al., 2012).
Focus Strategy: The major focus of The Fordwich Arm restaurant is to provide high quality food
facility to the customers in respect to retaining them for long time. Therefore, people are mainly
concern over high quality so it is an effective approach which is being implemented by the
business to attract customers.
Differentiation Leadership: The company mainly deals in providing dining facility to the people
and the company has planned to launch a new and unique mobile application which helps the
business to attracting customers with wide range and enhance the operations of the business. The
uniqueness of this approach is that the company is offering online facilities with full description
of the food details and the company is also providing offers to their customers (Poulston and
Yiu, 2011).
Differentiation Focus: With the implementation of the mobile application the major focus of the
business is to attract more and more customers and ensure them to safe and quick deliver. Thus
this will be significant for the business to attain higher growth and success.
In the modern business era, each small as well as large business enterprises are working for
gaining higher growth and success, therefore, for efficiently evaluating the growth strategy
proposal within Fordwich Arm restaurant business, porter’s generic model is being executing,
therefore, it recognised as an efficient tool which is imperative in evaluating the growth
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opportunity for the business. It aids the business in evaluating the profitability above and below
average and also assist in effective benefits for the business. The strategy is widely
encompassing over two aspects i.e. cost leadership, differentiation and focus. Cost leadership is
defined as the aspect which is cheap and inexpensive in nature. Whereas differentiation involves
unique or premium products and focus is a specialised service or market. In addition to this,
focus os categorised among two aspects i.e. differentiation focus and the cost focus, where
differentiation focus defined the unique strategy and the cost focus determines the low cost
within the focused market. The aspect of this strategies are associated as below:
Cost leadership strategy: In the pandemic of COVID each and every individual is facing issues
related with their daily life and businesses are also facing the issue in decreasing the profitability
and production of the business. Therefore, Fordwich Arm Restaurant in also facing the issue in
reducing the production, thus for dealing with this situation the restaurant is launching a “Fordy
For Foody” which is a mobile application where they offer online facilities to their customers.
However, the idea gain success in this pandemic because the online business needs very less
capital as no infrastructure is required.
Differentiation Strategy: The company is offering door to door food delivery facilities in this
current pandemic is a unique idea and this also creating value for the food lovers and helps in
attracting them towards the operations of the business. Therefore, this idea helps Fordwich Arm
Restaurant to capturing a wider market and attain higher growth.
Focus Strategy:
This aspect of the model involves two components which are associated as below:
Cost Focus: Cost is the primary focus of the business, as in the business who are offering door to
door facilities can easily attract customers in the current pandemic. Therefore, if the company is
not taking the deliver changes than it will be loss for the business for short period of time but if it
is not starts this the restaurant business will not be able to address their fixed cost as the
individual are avoiding to moving out from the houses.
Differentiation focus strategy: The idea of offering online facilities to the customers is the
unique proposition for Fordwich Arm Restaurant as it is effective for the restaurant in
establishing connection with their existing customers and also can approach to the wider market.
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