Startup Business in the UAE: Al Reetaj Restaurant and Grill

Running head: STARTUP BUSINESS IN THE US
START-UP BUSINESS IN THE US
Name of the Student:
Name of the University:
Author Note:

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STARTUP BUSINESS IN THE US
Executive Summary:
Entrepreneurial ventures in the restaurant market of the United Arab Emirates comes with
an ocean of profitability and business growth opportunities. This has made the market of the
UAE extremely competitive with big five star hotels competing with small restaurant ventures.
The study delves into one such business venture of a restaurant mainly selling kebabs called Al
Reetaj Restaurant and Grill. The paper would first analyse the market of the UAE and then point
out strategies which the restaurant can form on the basis of the UAE market conditions.

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Table of Contents
Introduction:....................................................................................................................................5
Company summary:.........................................................................................................................5
Mission of Al Reetaj Restaurant and Grill:.................................................................................5
Vision of Al Reetaj:.....................................................................................................................6
Products and services:......................................................................................................................6
Market analysis:...............................................................................................................................7
PESTLE of the United States of America:..................................................................................7
Political:.......................................................................................................................................7
Economic:....................................................................................................................................8
Social:..........................................................................................................................................8
Technological:...........................................................................................................................12
.......................................................................................................................................................13
SWOT analysis:.............................................................................................................................14
Strengths:...................................................................................................................................14
Maturing hospitality market of the United Arab Emirates:...................................................14
Availability of finance:..............................................................................................................15
Weaknesses:...............................................................................................................................15
High initial cost:....................................................................................................................15
Limited human resources:......................................................................................................15

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Difficulty in inventory management:.....................................................................................16
Opportunities:............................................................................................................................16
New market opportunities:....................................................................................................16
Expansion of product line:.....................................................................................................17
Aggressive promotion:...........................................................................................................17
Threats:......................................................................................................................................18
Challenges from established ventures:..................................................................................18
Changing customer preferences:............................................................................................18
Strategy and implementation of the business plan:.......................................................................19
Unique selling propositions and competitive advantage:..........................................................19
Marketing strategy:....................................................................................................................22
Sales strategy:............................................................................................................................22
Sales forecast:............................................................................................................................23
Milestones:.................................................................................................................................23
Management summary:.................................................................................................................23
Financial plan:...............................................................................................................................24
Conclusion and recommendations:................................................................................................24
Listing on stock exchange:........................................................................................................24
Enter the hotel business:............................................................................................................24
References:....................................................................................................................................25

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STARTUP BUSINESS IN THE US
Introduction:
Start-up business ventures usher generation of revenue, employment and new products in
a market. According to Morris, Neumeyer and Kuratko (2015), entrepreneurial ventures
promote economic development in economies. The paper delves into the business plan Al Reetaj
Restaurant and Grill, an entrepreneurial venture based in the UAE. The restaurant would serve
high quality kebabs made from non-vegetarian items including mutton, beef and lamb. The
restaurant would also serve vegetarian kebabs to the vegetarian customers. The study would open
with an exploration of the products and services the restaurant would offer followed by an
analysis of the market conditions of the United Arab Emirates. This would followed by the
SWOT analysis of the restaurant based on the market analysis. This would be followed by a
study of the business strategies including the marketing strategy which the management of the
restaurant can adopt.
Company summary:
The name of the company would be Al Reetaj Restaurant and Grill and would swell high
quality kebabs made from mutton, chicken, beef and paneer. The location of the firm would be
the United Arab Emirates.
Mission of Al Reetaj Restaurant and Grill:
The mission of Al Reetaj Restaurant and Grill would be providing its customers high
quality kebabs made from mutton, chicken, beef and paneer. Ramanathan, Di and Ramanathan
(2016) mentions that the ambience of restaurant play a significant role in ensuring customer
satisfaction. Keeping the fact in light, Al Reetaj Restaurant would have a relaxing and
comfortable environment which would allow the guests to relax. There would a soothing Arabic