Emerging Business Opportunity for Restaurant Businesses

Research Project

Table of Contents
Title of the Research........................................................................................................................1
Proposed Subject..............................................................................................................................1
Main Body.......................................................................................................................................2
1) Situational Analysis:....................................................................................................................2
2) External market analysis:.............................................................................................................4
In the term of new product:....................................................................................................6
Market Entry strategy:..........................................................................................................17
3) Risk analysis:.............................................................................................................................18
4) Growth strategy.........................................................................................................................19
Expected list of data sources:.........................................................................................................20
Primary or desk research:...............................................................................................................20
References......................................................................................................................................21

Title of the Research
An investigation over emerging business opportunity for restaurant businesses at global
level. A study on Fordwich Arms.
Proposed Subject
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 an 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.
1

Main Body
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
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.
2

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 brings lots of opportunity to the business to attain
higher growth and success. Finding ways to generate more traffic during slow times, such as in
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
3