Business Consultancy Project Part 2: Aksular Restaurant Report

This report provides a comprehensive business analysis of Aksular Restaurant, a Turkish restaurant in London. It begins with an introduction and situational analysis, utilizing PESTLE and SWOT frameworks to assess the external and internal environments. The report then explores strategic possibilities using the Ansoff Matrix, focusing on market penetration, product development, and diversification. A detailed plan of action is outlined, incorporating risk assessment, shareholder matrix, and resource-based analysis. The analysis considers political, economic, social, technological, legal, and environmental factors, as well as the restaurant's strengths, weaknesses, opportunities, and threats. The report aims to provide valuable insights into the restaurant's strategic positioning and future growth potential.

THE BUSINESS
CONSULTANCY PROJECT
PART 2

INTRODUCTION...........................................................................................................................1
SITUATIONAL ANALYSIS..........................................................................................................1
POSSIBILITIES..............................................................................................................................4
Specific Project and Detail Plan of Action......................................................................................6
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Business consultant refers to that experiences holder who provides the professional
advice that is useful for the business enterprise and the organisation. It involves the planning,
implementation and the education of whole company so that they develop the business plan and
also examine the marketing needs and wants that help in developing the necessary skills for the
entrepreneur (Alstete, and Beutell, 2016). This report is based on the Aksular restaurant that is
one of the famous Turkish restaurants in London. They mainly serve to their customer a variety
of ethic and contemporary food and drinks that represent the wide culture of the Turkey that
attracts the large customer base. The main aim of this restaurant is to provide the customers a
different taste in their dishes so that they will retain for the longer terms and this will earn higher
amount of revenues in the marketplace. It is the popular Turkish restaurant in the street of the
London which shows the attractive image in the customer eyes and they come and receive the
service of the organisation. The main vision is to bring the home cooking and feel pride
themselves as to run a business which is family owned where they attend the guests in a very
attractive way so their first impression about the restaurant is auspicious. This report includes the
situation analysis in which PESTLE and SWOT is the best to analyse and examine then business
situation internally and externally. Further it showcase the possibilities by using Ansoff’s
strategies and then apply SAF model to know their acceptability, accessibility and feasibility. It
also involves the plan of action by using Risk assessment, shareholder matrix and the resource
based analysis etc (McGivern and et. al., 2018).
SITUATIONAL ANALYSIS
It refers to the that process which is helpful in analyzing the internal and external factors
of the business firm that will affects its capability and ability of doing the whole task to earn the
higher revenues and profits. It helps in providing the knowledge related to opportunity and
challenges that is face at the time of selling the good and services to the customer. Before
developing any strategy it is very important to develop and examine the situation analysis
because it helps in knowing the health of the enterprise. In context of the Aksular restaurant
manager can make a situation analysis by using internal and external terms in this it includes the
PESTLE and SWOT analysis that can be shown below (Hiller and Rosborough, 2015).
PESTLE ANALYSIS
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It refers to the activity and the framework that is used to monitor the external and the
macro environment factors that are place an impact on the company. It includes the political,
social, legal, technological, environment, economical factors. All this factors are the core factors
that are helpful in analyzing the market in an effective manner and that business can work in the
market in a smooth way. as a manager of the Aksular restaurant it is very important to analyse
the situation related to the external environment so that business firm can work in an effective
way and it gives the profits to the company. This PESTLE framework can be discussed
below(Belwal and et. al., 2019).
 Political factor - This factor includes the various terms that show the intervention of the
government in the economy and the business. It includes government policies, instability,
foreign trade policy, environmental law and trade restrictions etc. As it shows the UK
political condition that is stable and they influences the productivity of the organisation
so that they will benefitted the economy of the country. in this the political factor affects
the Aksular restaurant in an effective way because they follow the diverse culture of
change and accept the change very easily and due to this the challenges that was create by
the government can be easily face by the restaurant and they give the effective results in
future.
 Economical factor – It refers to that factors that shows the economic growth, inflation
rate, interest rate, exchange rates and the disposable income of the consumers towards the
business and so on. With the reference of the Aksular restaurant in the country of London
because of increase in the tax rate and the interest rate that is very beneficial part for the
business enterprise. it creates the opportunity of earning high amount of profits because
there people are spending more on the food and drinks because of this they spend more
and due to this the firm can pay the proper tax and this is helpful in earning the success
and sustainability in the marketplace(De Mascia, 2016).
 Social factor- This factor involves the various terms related to the society like
population, growth, behavior of the society people towards the products of the company.
In the background of the Aksular restaurant it is very important to promote their products
where people are interested to taste the dishes which are ethnic to the turkey culture and
also improve the person’s health. In this they offers those products that does not harm the
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emotions and the society culture because of this they face loss. in this to earn high
amount of profit they mainly focus on the society where they operate their business.
 Technological factor – In today’s world people are more addicted towards the use of
technology and the businesses to gain the competitive advantage in the marketplace. It
helps in enhancing the business activities and its longer sustainability in the marketplace.
In context of the Aksular restaurant it is very important to use the advanced technology in
their business by taking the customer feedback, manage the employees work in an
efficient way and also promote the organisation in an large number of audience all this
possible by using advanced technology in today’s business environment because it
includes the minimum time of operate the system and use it very simple. It helps in
focusing on the other task that is more important to earn the profits(Montero, Onieva and
Palacin, 2015).
 Legal factor - This factor includes the laws and regulation that is imposed by the
government of the country regarding the health and safety to the employees and the
customers. in context of the Aksular restaurant they focus on the both the laws that
includes equality law and the safety law in this regard they pay the equal and fair amount
to their e3mployees as per their ability and capability of doing the work and provide the
hygiene atmosphere as well as healthy food that is not harm the consumer and they take
all the precautions related to the safety of the customers.
 Environmental factor – This factor focuses on the pollution, sustainability of the
company, scarcity of the raw materials, carbon footprints targets that was set by the
government. In the references of the Aksular restaurant they focus on the carbon
footprints that were set by the community by reducing the wastage in the food and
produce those products that do not harm the society and the nature. This helps in
sustaining the organization for the longer term by the cooperation of the government
(Serrador, Gemino and Reich, 2018).
SWOT ANALYSIS
It is very essential for the Aksular restaurant to do a analysis related to the internal
environment by using SWOT that includes strength, weaknesses, opportunity and the threats all
this can be shown below.
Strength Weaknesses
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The main strength of the Aksular is that they
operate their business in that area where
number of people are living and love to eat
food. They attract the large number of
customers by its uniqueness in the served food
as they are unique. They offer the vegan foods
with distinct taste in an ethnic form that attracts
new customers and retain the old one(Budayan,
Dikmen and Birgonul, 2015).
The major weakness that is face by the Aksular
restaurant is that they includes the obsolete sale
system that is not encouraging the customers
and at the same time they charge the high price
for their products as compare to the their rival
firms. This is because customers are
discouraged and not to buy the products. they
also have low space in the parking because of
this customer face problem at the time of
parking and at this time they irritate and move
to another one.
Opportunities Threats
Because of the customer taste and preference is
moved towards the organic or vegan foods
because of obesity in the people this place an
big opportunity for the Aksular to provide the
organic food with the Turkish touch that is
liked by the customers.
The biggest threat for the company is
competition that was place in the market and
high production cost of the ingredients that
place more expenses to the company (White,
2017).
POSSIBILITIES
Ansoff matrix
It is the best model that is also very useful for the manager of the Aksular restaurant to
make an appropriate strategy to enhance and increase the market share and profit of the business
as well as longer sustainability of the restaurant in the marketplace. This strategy helps in
determining the growth of the product and the market in the business world. It includes four
aspects that can be shown below(Backlund, Chronéer and Sundqvist, 2015).
 Market development – It refers to that situation in which an enterprise can sale their
current products in the new market because of attracting more new customers and
increase the market share. In this company focus on open a business outlet in the new
geographical area. But at the same time it is risky strategy to open the business in the new
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place. In context of the Aksular restaurant it is beneficial to attracts the large customer
base and increase the profits and revenues on the same time. it also helps in developing
the market in the new geographical area. But it is risky as compare to the market
penetration in a way that the new market accepts the goods and services in an attractive
way or not. For this it is very important to make the proper research and than open the
outlet.
 Market penetration – It refers to the least risky situation that includes the existing
products and the existing market. in this Aksular Restaurant could use this strategy than
they increase the market share by offering the products to the customers in the existing
market by using various offers to attracts the large number of customers in this they
mainly focus on their pricing strategy . This strategy helps in earning hi9gh profits and
high revenues in a short period of time.
 Product development - In this strategy a Aksular restaurant can introduce and launch
the new product in the existing market so that they attracts the current potential
customers and new customers so that they will retain the people towards the company
and restaurant will earn high amount of profits and revenues(Alstete, and Beutell, 2016).
 Diversification – It refers to that strategy that focuses on the new market with the new
products because of earning high amount of revenues and increases the market share by
attracting the new customer base. In the context of the Aksular restaurant, if they could
use this strategy than it means they enters into the new market and offers the innovative
products to the customers. In this if a business firm cannot fulfills the customers demand
than they face the big loss for the revenues of the organisastion. But at the same time if
the customer like the new product that they will earn high market share and profits(Rode
and et. al., 2015).
By analyzing all the strategy Aksular should adopts the product development strategy
where they develops the products by using organic food with Turkish taste this will attracts the
large customer base as the people of Enfield are more conscious about their healthy because of
this they prefer the foods and spend their money and company earns the high amount of profits
and revenues at the same time.
SAF
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It is best model that is used by the manager of the Aksular restaurant because it helps in
successful implementation of the strategy and earns a large market share. it includes three
category that is suitability, feasibility and the acceptability. this three frameworks are helping in
earning the revenues and enhances the good will in the marketplace. it can be shown
below(Eskerod, Huemann and Ringhofer,2015).
 Suitability - This is the main term that helps in showing the clear understanding of the
environment and the business in which its operate their business. in context of the
Aksular restaurant manager should adopts the product development strategy for this they
need to spend more on the research and development department so that they properly
research the market and gives the suitable results from that and after that the chefs that is
the main employees in the restaurant can innovate the goods and services and attracts the
large number of customer base.
 Accessibility - This related to the people acceptability in this Aksular can offers the
organic food with Turkish touch in a different taste at this time manager can research the
market that customers are like the food or not for this they arrange the feedback facility to
know the customer perception and preference so that they earns the high profits and
revenues and also helps in longer sustainability in the mart place(Draijer, 2020).
Feasibility – It refers to that situation that shows the Aksular restaurant that the strategy is
implement successfully or not. For this they need various resources and funds to maintain their
market share. In this manager of the company can controls all the activities and take corrective
actions so that they safe the misuse of the resource and earns a high amount of profits.
Specific Project and Detail Plan of Action
WBS (Work Breakdown Structure): It is a framework of key deliverable concept that
organizes group tasks into different pieces. The Project Management Body of Knowledge
(PMBOK) describes the WBS as "a work packages work - breakdown structure of the task to be
carried out by the project team." This structure clearly divides the range into functional blocks
that a program manager can recognize, as each level of the work breakdown structure offers
more description and information (Buttrick, 2018). By using this framework, project manager of
Aksular Restaurant breakdown their work into multiple structure. In an hospitality sector
organization,
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CPA (Critical Path Analysis): It is a popular project management technique that helps
network analysis to assist project managers in dealing with big and time-sensitive operational
activities. This tools used by the project manager of Aksular Restaurant at the time of following
product development strategy. Restaurant introduce new product in the market to attract more
consumers or maximise their customer base through offering quality services. It is ever more
important to define the connections between the steps performed as the scope and risk grows and
to figure out the most effective way to execute the project. This analysis include the list of
activities and the time required to complete it, that is totally based on the activities required
during product development process. Delayed in the completion of task according to the plan
will affect the overall project. With the help of critical path analysis, manager able to design each
activity with suitable time frame and make sure that team will follow it properly.
Gantt chart: It is a horizontal bar chart which, over time, digitally represents a project
schedule. Current Gantt charts usually give everyone the state of every role in the project as well
as who is accountable for it. On the other side, a Gantt chart is a super easy means of holding
everyone off a pinch of a job. At the time of product development, this bar chart offer several
benefits to the project manager of Aksular Restaurant such as easy to show jobs, sub-tasks,
achievements and initiatives on a timeline. It helps to have seen the schedules on every Day,
Week, Month, Quarter and Year that helps to organize the staff effectively and to handle time
efficiently. They will also allow seeing the Team Leaders and their roles in control. In addition,
it is simple to test status of a project, number of Assignments accomplished and Pending work on
loaded Bars are easily evident. Helps administrators communicate quickly with the staff. Gantt
map is an outstanding resource to use in team meetings. With the help of Gantt chart, project
manager of Aksular Restaurant define the activities and make strategies to achieve the project
goals & objectives.
Resource Planning Charts: Resource planning chart is an essential part of the project
management and a core people management activity from huge corporations to start-up
companies (Lehmann, 2018). Project management requires resource allocation, whether the
project is designing a new technological application, or constructing a new house, resource
preparation leads directly to the final outcome of the project. Over resourced project is wasting
time, the few with very few resources are running the possibility of ruining major
accomplishments and those using the wrong funds are not meeting expectations. Until designing
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specific project schedules, project managers need to consider what support a project needs and
what support the company already has. It helps the Aksular Restaurant to manage their resources
while introducing new product in the market to retain consumers or attract new as well.
Plan of Action:
Aims: To take immense pleasure in our restaurants and plan to please our customers
with Turkish cuisine. Customer satisfaction with the quality of Turkish food as well as services
in the restaurant is essential to provide.
Objectives: Is to maximise their food demand and praise Turkish food in the United
Kingdom Market. In addition, introduce more new product range in their menu to make
consumers interested in the restaurant to try at least once. To fulfil this objective, Aksular
Restaurant trained their chefs and they get the expertise of cooking dishes which increase the
reputation of the restaurant and it create value for them.
Risk Assessment: Its aim to get better view from the project activities, results, or
incidents will have an effect on its performance. It includes project management expertise,
project awareness, and analytical thinking to determine what plans they will focus upon, on
which methods and actions should be focused. Carrying out risk assessment which includes two
methods that a project manager may use dependent on the defined cause of risk and its level of
detail such as qualitative and quantitative analysis (Lim, 2020). Qualitative modeling uses a
concise set of characteristics to identify potential ramifications and the probable probability of
occurrence. By example, this methodology may need more clarification to explain the role of a
risk in this method of evaluation, although a simple technique for claiming risks. On the other
hand, predictive modeling provides a concrete degree of risk awareness by using a measured
collection of characteristics to determine the influence and probability. This may require more
intensive use of money and resources, but is one of the project limitations in all stages, as
opposed to qualitative analytics. In context of the Aksular Restaurant, at the time of introducing
new product in the existing market managers of the restaurant have to identify the risk which can
affect the produce development strategy. There are some specific risk identified for this project
and managers build strategies to mitigate the risk for the successful completion of the task. It is
discussed with the help of risk assessment matrix in the below table:
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Risk Likeliho
od
Impa
ct
Owner Mitigation Contingency Befo
re
Aft
er
Quality
of Food
High High Chefs In order to offer high
quality of their food
to the consumers,
restaurant has to test
their food quality on
the basis of different
measurements. In
addition they have to
set specific standards
which they need to
match every time of
delivering food for
the consumers. It
helps in maintaining
restaurant reputation.
Restaurant has huge
brand reputation in
the hospitality
sector, so bad
quality of food
impact their image
and further can
minimise the
demand of their
foods and services.
In result, it can
reduce the
productivity as well
as profitability of
the company, so
restaurant manager
need to focus on
food quality which
is the greatest risk
for the restaurant.
6 9
Use of
equipme
nt
Moderat
e
Low Chefs In order to mitigate
the risk of using
equipment,
managers should
provide the effecting
training to their
kitchen staff
regarding use of
This risk can affect
the overall product
development
process. If kitchen
staff is not trained
that how to use
equipment then it
required more than
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heavy equipment for
the cooking purpose.
After proving
training, managers
need to take one
demo until they get
the finishing (Lycko
and Galanakis,
2019).
enough time to
cook food and not
deliver the food on
time to the
consumers who
waiting in the
restaurant table. It is
essenbrtial for
managers to provide
training to their
each kitchen staff to
overcome this risk.
Lack of
Financial
resource
s
Moderat
e
Low Restaur
ant
Owner
In the absence of
financial resources,
restaurant manager
unable to introduce
new product range in
the market. Because
it required enough
research before
implementing any
strategy and classify
the task into multiple
sub activities which
required enough
resources complete.
Due to lack of
financial resources,
restaurant unable to
perform their task
or introduce new
range of food in the
market. Restaurant
manager approach
the sponsors to
invest in their idea
and they further
provide them profit
sharing as per the
demands of food.
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Human
resource
issues
Low Low Restaur
ant
manage
r
In this risk,
restaurant manager
face the conflict
among their staff
This risk required to
mitigate otherwise
it affect the
operational
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