ROVI: A Business Plan for an Organic Restaurant in London

ROVI is a leading organic restaurant in London, UK, that aims to add more value to their existing menu with vegan items and more. The industry analysis shows that the Food & Beverage industry is profitable and has a low to medium threat of new entry. The management team is skilled and experienced, and the marketing strategy includes a competitive pricing strategy and both traditional and digital promotional activities. The financials show a fluctuating but positive trend in profitability. The market research highlights the impact of macro environment factors such as political stability, economic conditions, social trends, technology, environmental concerns, and legal issues.

BUSINESS DESCRIPTION / MARKET OPPORTUNITY
Entrepreneurship is defined as one of those elements that provide individuals chance to become an innovative person who are able to innovate
something new with package of valuable and satisfactory features. The current assignment will be based on Rovi, which falls under the
category of leading organic restaurants in the London, UK. For purpose of enhancing the satisfaction of individual person in the nation who
love food items but unable to approach to take meal out of home due to pandemic, Organization take initiative to develop a new business plan.
The current business plan is based on adding more value in existing menu as vegan items and more, through which management may take
action to offer, target market quality and tasty food products such as range of vegan dishes, fresh organic fruit juices and health snacks. ROVI,
mission is to provide satisfactory goods and services to all customers. It may concentrate on innovative component that makes its products
suitable and valuable at the time of post COVID-19. The current business plan might be successfully in term of gaining attention of millions
toward taking pleasure of eating health food items without making any sacrifice related to taste, flavour and quality of things. With this plan,
firm may fulfil the needs of consumers as they tend to purchase food items from those places where organic and fresh vegetables, fruits and
other food products are utilized.
INDUSTRY ANALYSIS
ROVI is running and managing business operations in Food & Beverage industry, which falls under the list of leading and profitable sectors in
the world. The size of chosen sector is defined via number of operating companies or ventures under that, which are accessible in different
categories such as restaurant, cafe, food courts, hotels, motels and resorts. It has spreads its branches all over the world with skilled and
experienced candidates. The growth rate of chosen industry is expected to grow from 5838.2 Billion at a compound annual growth rate of 7
Percent. In case of industry analysis, porter's five forces model is utilized that help to define factors that put direct impact on organizational
business plan (Khoirunnisa, 2020).

Threat of new entry-
The degree of this force is low to medium, because market entry in the Food & Beverage industry is not that easy. It may drive the attention of
companies toward conducting a lot of efforts in term of huge investment, for varied things and better understanding of current trends that
people are following (Banerjee, 2021). Due to the low and medium extent of this factor, ROVI and its management may take pleasure of
developing and implementing its business plan that help to gain new customers attention and retain existing forever, after pandemic, as people
in the recent time prefer to consume health food items.
Threat of substitutes-
The threat of this force is low, because in the chosen sector less alternative or substitutes are accessible that may enhance consumer
satisfaction in a post pandemic situation. It may put positive impact on business plan of restaurant, in term of driving management attention
toward taking pleasure of rapid growth and increasing profitability, which is not that easy for any hotel in the same industry to do so as it
needed a lot of time, efforts and key resources.
Bargaining power of customers-
The bargaining power of target market is high because customers have proper and overall information about where they may find out the
health food items that affect in positive manner. It may give them power to make bargaining related to a product or services utilization. Due to
this factor ROVI may face challenge in term of reforming pricing structure and other activities according to consumer needs and expectations.
Bargaining power of suppliers
The bargaining power of other stakeholders such as suppliers is low because number of raw material and food items suppliers accessible in the
Food & Beverage industry, which allow restaurant and its management to serve tasty and health food items to target market according to
demand and their requirements.
Competitive Rivalry:
Name of competitor Differentiation

Barluga It is one of those rivals of chosen company that give tough competition in term of offering and providing tasty
food products. ROVI may differentiate its venture from this rival in term of adding new dishes, drinks and snacks
into its menu.
Jacketz It is one of those baked potato bar that introduce a food bar concept and serve baked potatoes. Firm may
differentiate itself from this competitor in term of offering variety of vegan dishes to customers along with offering
fresh juices, tasty snacks by following baking process that keep all the essential nutrients safe.
The Greene House Organization may differentiate its venture from this rival in term of working with skilled and talented employees
who are able to make business sustainable and capable to cook vegan food items in variety, which in return retain
and attract profitable customers.
OPERATIONS AND MANAGEMENT TEAM
ROVI is the best restaurant in the London, that run its venture in the industry by developing and maintaining trustworthy relationship with
stakeholders such as suppliers, who are able to provide or deliver organic fruits, vegetables and other food items to firm according to demand
and requirement. In order to sustain business in the industry for longer time, its management may take decision to encompasses and manage
different process such as supply chain, market research marketing, etc. With trustworthy suppliers, organization may get its supplies without
taking too much time to run this procedure in rapid and progressive manner. As it may try to build relation with local supplier. For purpose of
preparing vegan dishes, snacks and fruit juices, there are varied forms of equipments will ROVI need. For example, it will require team of
skilled and knowledgable candidates who are holding creative behaviour that drive their efforts to innovate something new by using and
following veganism trend in the today's post pandemic world. ROVI and its management will transport all the organic food items to its own
restaurant through own vehicle. It will prepare each new dish or food product at own space, where the size of cooking area is wide.
Organization and its marketer will get new goods to consumers by promoting that in effective and appropriate manner, which drive their

attention toward purchasing each item. They will include marketing team and food department into this process in form of preparing list of
essential things instead of wasting materials for unnecessary process.
ROVI and its other stakeholders would generate revenue more than last few months or weeks in term of preventing loss of revenue by
considering and collecting information about current trends in the industry, which individual person prefer to follow because of varied reasons
(Alae-Carew and et.al., 2021). It will also take benefit in several manners by preventing loss of money in form of making risk register.
MANAGEMENT TEAM
Name Skills What do they bring to the firm
Owner Effective communication, team building,
leadership, management, time management,
collaborative and decision-making.
In order to run business successfully in the
market or overall industry, they do a lot of
hard work in term of collaborating with other
stakeholders and making discussion based on
current business plan.
Marketer Plan and strategy formation, IT,
presentation, team working and creative
thinking.
They may contribute to gain competitive
advantages for Rovi in term of preparing the
best marketing plan that drive the
concentration of individual person toward
new food items.
Inventory manager Decision-making and communication,
planning, organizing and more.
Inventory manager play vital role in success
of restaurant in term of preparing list
according to needs.
Chief Cooking, food presentation, creativeness, They may take approach to prepare meal in

collaborative, and decision-making
(Hagmann, Siegrist and Hartmann, 2020).
appropriate manner, without making a
mistake.
4Ps of MARKETING:
Product:
ROVI in order to gain competitive benefit and increasing profitability may plan to add varied items into current menu such as vegan dishes,
fresh juices and vegan snacks. It may take approach to utilize organic food products that keep consumers away from any major diseases that
put negative impact on their health and make them ill. As people are already taking proper precautions to away from pandemic and other
infections. It may plan to introduce pumpkin smoothy, coco milkshake and more items.
Price:
Organization may take approach to use competitive pricing strategy for purpose of retaining and acquiring new consumers who are able to
promote venture new idea or business plan worldwide after obtaining full on satisfaction (Gupta, Ivanov and Choi, 2021). It make possible
change related to products prices further on the basis of competitors pricing tactic (Ali and Anwar, 2021).
Promotional Mix:
It is one of the significant element of marketing mix which contribute in achieving success. There are several types of marketing &
promotion technique is available for the enterprise which can be helpful in spreading awareness h regarding the products and services. There
is higher level of competition prevailing in restaurant industry which require firm to focus on adopting such tools of marketing that can
largely boost sales (Thabit and Raewf, 2018). Firm can concentrate on both traditional & digital patterns of marketing. Traditional
promotional activities comprises print media, spreading template, etc. in digital mode company give focus on conducting practices of
promotion on social media, business based platform, etc through using different techniques. It includes EO, PPC, display, email, direct &
indirect marketing activities, etc. It pays attention on providing accurate and reliable information regarding products in turn higher market

share, profitability, etc can be attained.
Place (Distribution strategy):
In order to enhance consumer satisfaction and retain them forever, firm may utilize its own space or outlet in the UK. ROVI may offer all the
new items in its menu via physical outlet of restaurant, where people may easily reach and order what they prefer to eat (Pepels, 2021).
FINANCIALS
There are several sources for raising fund by the organization which can be taken into considerations for starting the processing. Rovi
Restaurant is intending to provide emphasis on gaining organic raw material which can allow to accomplish the particular objective. For
accomplishing the highlighted objective it becomes essential for the company to obtain different sources in turn higher profitability and
sustainability can be derived (Shrotriya, 2019). From the assessment of different technique for obtaining fund that can be used by particular
restaurant involves bank loan and equity capital raising. These have permitted firm to achieve sufficient amount of capital that can meet
objectives of enterprise.
Particulars Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Revenue from operational and
marketing
100000 250000 500000 400000 500000 750000
Fixed Costs
Interest 15000 15000 15000 15000 15000 15000
Administration cost 8000 8000 8000 8000 8000 8000
Insurance 5000 5000 5000 5000 5000 5000
Fees of supervisor 3000 3000 3000 3000 3000 3000
License fees 5000 5000 5000 5000 5000 5000
Total fixed cost 36000 36000 36000 36000 36000 36000

Variable Costs
Professional chargers 5200 2500 5200 4500 1500 1000
Utility cost 3500 3000 3000 2500 1750 3500
Fees of quality checking employee 1500 500 1500 1200 1500 1500
Commission expenses 500 500 1000 800 500 700
Promotion and marketing 5000 4500 6000 8000 4500 5000
bank charges 500 500 600 400 250 700
Cost of raw materials 4500 5500 6500 7500 8500 9500
Occupancy cost 2000 1200 1500 1700 1500 2500
Maintenance charges 1500 2000 2500 2000 2500 3000
Total variable cost 24200 20200 27800 28600 22500 27400
Profit 39800 193800 436200 335400 441500 686600
On the basis of provided information it can be specified that restaurant can effectively achieve the objectives with help of these mentioned
course of action. From the evaluation it can be specified that specified enterprise provides insights regarding cost incurred by firm the
profitability pattern of Rovi is presenting fluctuating trend which is positive indicator of growth & development.
MARKET RESEARCH
MACRO ENVIRONMENT FACTORS IMPACT OF FACTOR
Political It may put positive impact in term of political stability that enable firm to enter
into new market.

Economic It may affect positively on business plan in form of providing chance to hire
skilled people who loses their job during pandemic.
Social It may put positive impact on current plan in term of gaining customers attention
as firm may take initiative to follow the trend such as veganism.
Technology It may lead to increase profitability in form of enhancing marketers effectiveness
to promote venture plan worldwide by using digital marketing tools.
Environmental It may affect positively in term of building positive brand image in the market
Legal Employment laws put negative impact when sudden change related to that occur.
Trends-
Online shopping and veganism are in trend now which people prefer to follow and essential for company to consider to make plan successful.
REFERENCES
Alae-Carew, C. and et.al., 2021. The role of plant-based alternative foods in sustainable and healthy food systems: Consumption trends in the
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(2021). Marketing Strategy: Pricing strategies and its influence on consumer purchasing decision. International journal of Rural
Development, Environment and Health Research. 5(2). pp.26-39.
Banerjee, S., 2021. A Comprehensive Review on the Economic Status of the Global Convenience Food Industry. International Journal of
Business, Management and Economics. 2(1). pp.43-52.
Gupta, V., Ivanov, D. and Choi, T.M., 2021. Competitive pricing of substitute products under supply disruption. Omega. 101. p.102279.
Hagmann, D., Siegrist, M. and Hartmann, C., 2020. Acquisition of cooking skills and associations with healthy eating in Swiss adults. Journal of
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Khoirunnisa, A., 2020. ANALISIS PENERAPAN STRATEGI GENERIK PORTER DALAM MENINGKATKAN DAYA SAING
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