Business Development Portfolio: Manchester Fast Food Venture

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PORTFOLIO OF BUSINESS
PORTFOLIO OF BUSINESS ORGANISATION
Student ID:
Student’s Name:
University Name:
Author’s Note:
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Table of Contents
Introduction to Portfolio Task.........................................................................................................3
Task 1...............................................................................................................................................3
Part A- Selection of Business Idea..............................................................................................3
Part B- Objectives for the business venture.................................................................................4
Task 2...............................................................................................................................................5
PESTEL Analysis........................................................................................................................5
Task 3...............................................................................................................................................7
Part A- Defining your Launch Event...........................................................................................7
Part B- Producing a Budget.........................................................................................................8
Task 4...............................................................................................................................................8
Marketing Objectives...................................................................................................................8
Target Markets.............................................................................................................................9
Marketing Strategies for each target market..............................................................................10
Marketing Mix...........................................................................................................................11
Task 5: Business Decision.............................................................................................................13
Task 6: Components of Supply Chain...........................................................................................15
Reference List................................................................................................................................18
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Introduction to the Portfolio Task
The idea that has been selected to commence the task is a fast-food enterprise that aims to
facilitate their customers with a variety of healthy fast food options. In this context, the
development of the business portfolio of the concerned fast-food enterprise will encapsulate
various fundamental steps, which initiates from the setting of trade objectives on behalf of the
venture. Furthermore, it sheds light on the external market analysis in comparison with the trade
opportunities of the firm. It is followed by the developing of the business-launching event and
budget production. Furthermore, it comprises of overall marketing analysis, business decision
and key constituent of the supply chain of the trade venture.
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Task 1
Part A- Selection of the Business Idea
The task aims to describe the development of fast food enterprise in Manchester, United
Kingdom. The store will be primarily serving the students that are affiliated with the close by
University, along with other consumers such as corporate professionals and local customers that
are looking to snack on healthy food options during their busy schedules. The business venture
will be primarily operated through both the physical as well as online business channels. The
business primarily aims to facilitate their customers with healthy gluten-free food options such as
sandwiches and healthy vegan/non-vegetarian salads. In this context, the business idea can be
considered as a great opportunity as it prioritizes to satisfy the hunger cravings of their customers
with highly nutritious eatable options without compromising with their health.
The main customers of their business venture, i.e. university students, corporate professionals,
etc. are always busy with their daily schedules and tasks, due to which they cannot find enough
time to opt for healthy food options and are compelled to consume unhealthy food. In this order,
the vision of the respective enterprise is to maintain positive health while satisfying hunger
cravings. Furthermore, the organisational motto of the venture is to facilitate their customers
with healthy substitutes of popular fast food recipes to expand their horizons. Furthermore, the
organisation would follow green packaging to deliver its online ordered products (Liu and Pang,
2017). During the commencement of business venture in Manchester (United Kingdom), the
organisation is exposed to strict competition from these following companies-
Competitor Analysis of the Proposed Business Idea
Archie’s- Burgers
Shakes Waffles
The enterprise is located at 72 Oxford Street, Manchester. It is recognized
as one of the most popular fast-food joints in the region. The specialty of
the enterprise is that it provides special halal food products.
The Hip Hop Chip
Shop
The enterprise is located in 44 Blossom Streets Ancoats, Manchester. The
enterprise is popularly known for its popularly renowned for their special
diet that includes healthy vegan fast-food substitutes.
V-Rev Vegan The firm is situated in 20-26 Edge Street, Manchester. The business
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Diner enterprise aims to provide healthy and gluten-free fast food options to
their customers. The organisation operates through both online and
physical mediums.
Table 1: Competitor Analysis of Proposed Business Idea
(Source: created by the learner)
Part B- Objectives for the business venture
The objectives of the proposed business enterprise are as follows-
 To enhance the sales margin of the venture by 12.5% in the United Kingdom market by
the end of FY 2020
 To maximize the customer base of the venture by 10% in the Manchester region by the
end of FY 2020
 To gain 1,000 new potential customers in the UK market by the end of FY 2019
 To spread greater brand awareness regarding the Unique Selling Proposition of the
business venture
Ownership
The proposed business idea can be classified as a Private Limited enterprise category, as it is not
a governmental trade initiative. In this context, the business is enabled to safeguard numerous
personal assets by limiting their liabilities, which can be significantly beneficial for the
stakeholders. Furthermore, as per legal obligations, the firm is allowed to utilize a maximum of
200 shareholders while commencing trade in the United Kingdom market sphere.
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Task 2
PESTEL Analysis
PESTEL Analysis of the Proposed Business Idea
Political The political environment of Manchester, United Kingdom, is highly
stable and encourages the development of small and medium trade
enterprises. In return, the SMEs have a major contribution of 47% in the
GDP growth of the United Kingdom (Schaffer et al., 2019). This provides
the proposed venture with a great opportunity to commence business in
the UK. Nevertheless, the food industry is required to follow various
health-concerned food policies regulated by the political government
(Manning and Soon, 2016). On the other hand, the proposed business
venture focuses on the production and distribution of healthy food
products, which gives it a higher competitive advantage. The UK
government imposes a 19% corporate tax, which will be reduced to 17%
from FY 2020 (Schaffer et al., 2019). This is also a significant opportunity
for a fast-food venture.
Economic As per reports, the United Kingdom can be classified as the 5th largest
economy across the globe. However, the market had undergone a
catastrophic recession period that disturbed the stability of the UK
economy. Nevertheless, the current rate of unemployment in the United
Kingdom has been estimated at 3.7% in 2019, which is a beneficial
opportunity for the venture to gain higher sales (Falkner, 2017). In this
context, Consumer Spending power in the UK is moderately high, which
is beneficial for the organisation in carrying out a profitable business.
Nevertheless, reports have stated that due to inflation, the food prices had
increased by 1.9% that can consequently affect the purchase intentions of
the customers (Royle, 2016).
Social The food and beverage customers of Manchester and other regions of the
United Kingdom are becoming increasingly health-conscious. In this
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context, surveys have stated that 76% of the UK food customers have
opined that food and beverage producing organisations must focus on
manufacturing organic food products (Boyland et al., 2015). In this
context, the proposed business venture already gains a higher competitive
advantage through higher customer preference towards its key product
offerings. Furthermore, Manchester is one of the most multicultural
regions of the United Kingdom, which provides the organisation with a
diverse customer base that may prefer for both vegetarian and non-
vegetarian products, which is provided by the enterprise.
Technological The United Kingdom is highly advanced in terms of technology, which
classifies it as a digitally transformed nation. In this context, the proposed
business ventures can utilize modern types of machinery to commence
their manufacturing and operational activities. Furthermore, the proposed
business venture also aims to commence online business activities. In this
context, around 44 million UK citizens are active on social media. This is
a significant opportunity for the proposed business venture in terms of
connecting to their key customer segments to spread higher brand
awareness and optimize its customer base precisely. It will also enable the
business to stabilize its business in the e-commerce platform through
online orders (Atinkut, 2018).
Legal There is a brief set of legal obligations that organisations are compelled to
abide by while commencing their business operations in the United
Kingdom market sphere. Foremost, the minimum wages act compels the
enterprise to pay at least the minimum wages to their employees as a
fundamental legal obligation (Besley, 2015). On the other hand, the
organisation is required to prioritize the overall wellbeing of their key
workforces, and provide them adequate leave entitlements. As per the
Equality Act 2010, the venture is required to strictly criticize any
discriminatory act in the workplace, and facilitate the workforces with
equal growth and development opportunities.
Environmental The business focuses on providing healthy vegetarian and non-vegetarian
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food options to its key customers. In this context, the enterprise is
significantly required to follow the environmental sustainability standards
while outsourcing the raw materials for product manufacturing purposes
(Janssen et al., 2018). The business further aims to implement green-
packaging standards for their takeaway and online orders, which further
benefits the environmental standards and optimizes their brand image as a
sustainable enterprise.
Table 2: PESTEL Analysis of the Proposed Business Idea
(Source: created by the learner)
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Task 3
Part A- Defining your Launch Event
The launch event of the proposed business idea will be designed with the primary aim to spread
maximum brand awareness regarding the product. In this context, the enterprise will be launched
under the name of “Fresh Bite Shack” co. One of the primary business objectives behind the
enterprise is to enhance brand awareness all across the UK market. In this context, popular food
vloggers and social influencers affiliated with the restaurant industry will be invited to
inaugurate the business enterprise. Popular food bloggers will also be invited along with news
media to telecast the launch event of the enterprise. The bloggers, vloggers, and social
influencers will be further sharing their experiences at the store to their robust base of followers,
which will be helpful in terms of attracting a greater number of potential customers and
optimizing their sales margin as well (Sajid, 2016).
The launch event will be initiated on October 30th at 11:00 AM and it will continue throughout
the entire day. The founder of the trade venture will be speaking about the overall trade vision
and objectives during the press event, which will be further beneficial in terms of spreading
higher brand awareness as well. Complimentary food will be served throughout the press event,
all of which will be the main recipes of the food enterprise. This will enable the potential
customers in being familiar with the product offerings of the enterprise, which can also be
helpful in terms of attracting potential customers and reshaping consumer attitude towards their
products (Menon et al., 2015). Furthermore, the restaurant will be selling their food prices at half
of the original prices of the products that will enable them to attract a larger base of customers
including university students, locals, and corporate professionals.
Part B- Producing a Budget
The budget list of the launch comprises of various fundamental expenses that require being
fulfilled to commence successfully the event. The budget list of the event has been enlisted
below by the learner that is as follows-
List of items Amount
Celebrity endorsement £2,000
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Venue and decoration expenses £1,000
Food items during the launch event £500
Cups and plates for serving £50
Sitting arrangements for the press event £450
Total £4,000
Table 3: Budget List of the Proposed Business Idea
(Source: created by the learner)
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Task 4
Marketing Objectives
Due to being a new entrant in the food market of Manchester, it is of utmost importance for the
organisation to set strategically their marketing objectives to gain a higher advantage in
comparison with the competitors. On the other hand, the organisation aims to trade mass product
offerings. In this context, the organisation will be entirely focused on penetrating the market to
gain a higher competitive advantage (Menon et al., 2015). This will also enable the organisation
in terms of gaining a higher base of potential customers. Furthermore, the organisation also aims
to gain to promote its brand image as a sustainable enterprise that provides healthy food options
to their customers to encourage them to lead a healthier lifestyle. Furthermore, the organisation
also aims to create value through quality food offerings to enhance the loyalty of its customers,
which will benefit the profitability of the organisation through regular purchases from the
customer-end. In this context, the marketing objectives of the Fresh Bite Shack enterprise are as
follows-
 To penetrate the food market of Manchester, the United Kingdom to gain a higher
competitive advantage
 To establish a sustainable brand image through the provision of healthy food options to
their customers
 To enhance the loyalty of the customers to increase their frequent purchases by 20%
through higher-value offerings
Target Markets
The UK food market is highly diverse; nevertheless, the markets that are targeted for the
business establishment of Fresh Bite Shack co. are primarily targeting the age groups of 21-45,
which comprise of adults such as the university students, locals as well as corporate
professionals. The target markets of the business enterprise have been described below-
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Johnny (22, University
Student)
Mia (28, Sales Manager) Sophie (31, Local)
The university students are
aged between 21-25 years old,
which classifies themselves as
young adults. They are highly
conscious about consuming
food products that can benefit
their health in a significant
manner. They strictly criticize
the consumption of food
products that have detrimental
consequences on the health of
the consumers. In this context,
the business enterprise aims to
provide healthy food options
that can be significantly
preferred by the target
markets. Furthermore, the
food enterprise will be opened
near the university, which will
consequently attract a larger
number of students for meal
The corporate professionals
are under the age group of 26-
45 age groups and are
economically stable for
adequate business
transactions. However,
corporate professionals do not
get enough time to prepare
healthy food products because
of their hectic schedules.
Regardless, the people around
that age group are
significantly required to
consume healthy food
products to maintain a healthy
lifestyle through their stressful
schedules, due to which they
are constantly in search of
healthy fast food options. In
this regard, this particular
segment can be considered as
Manchester is a culturally
enriched region, which
comprises of various
customers that prefer both
vegetarians as well as non-
vegetarian food products. The
business enterprise provides
both healthy vegetarian / non-
vegetarian food products to its
customers. Furthermore,
targeting the locals would also
help in spreading higher brand
awareness in the market
sphere in a significant manner.
The enterprise will be able to
establish the brand as a
sustainable organisation by
promoting themselves locally
first.
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