Business Development Proposal: Crazy Feed Restaurant, Malaysia

This business development proposal outlines a plan to establish a Malaysian culture-themed restaurant, "Crazy Feed," in Pulau Indah, Selangor, Malaysia. The proposal begins with an introduction to the industry, the business opportunity, and the rationale behind the venture, emphasizing the growing tourism sector and the potential for a unique cultural dining experience. The document then delves into a comprehensive business review, covering market, marketing, and operational feasibility. The research design section details the methods used to gather and analyze data, followed by a data analysis chapter that assesses the market situation. The proposal concludes with a conclusion, recommendations, and functional plans, including an implementation schedule, critical success factors, and risk mitigation strategies. The business aims to attract tourists and locals with a fusion of Malaysian and Mexican cuisine, offering a novel dining experience that capitalizes on the cultural richness of Malaysia.

BUSINESS
DEVELOPMENT
PROPOSAL

Table of Contents
Project Title: 1. Business development proposal to set up a restaurant with central in Pulau
Indah, Selangor Malaysia.................................................................................................................4
INTRODUCTION...........................................................................................................................4
1.1 Industry and/ or company background............................................................................4
1.2 Business opportunity/ issue..............................................................................................5
1.3 Purpose and rationale.......................................................................................................6
1.4 Terms of references..........................................................................................................6
2.0 Business Review.......................................................................................................................9
Market feasibility..................................................................................................................13
Marketing feasibility............................................................................................................14
Operational feasibility..........................................................................................................15
RESEARCH DESIGN ..................................................................................................................18
3.1 Research methods...........................................................................................................19
Collection method:-..............................................................................................................20
3.3 Ethical issues.................................................................................................................21
CHAPTER 4: DATA ANALYSIS................................................................................................21
4.1.........................................................................................................................................21
Market feasibility..................................................................................................................22
Marketing feasibility............................................................................................................22
Operational feasibility:- .......................................................................................................23
Strategic feasibility..............................................................................................................24
4.2 Business Implication......................................................................................................26
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................30
5.1 Vision & Mission...........................................................................................................30
5.2 Objective:-......................................................................................................................30
5.3 Functional plan 1............................................................................................................31

5.3 Functional plan 2............................................................................................................33
5.4 Implementation schedule................................................................................................34
5.5 Critical success factors...................................................................................................35
5.6 Risk Mitigation and contingency plan............................................................................36
PART 2: REFLECTION................................................................................................................38
REFERENCES..............................................................................................................................45

Project Title: 1. Business development proposal to set up a restaurant with
central in Pulau Indah, Selangor Malaysia
INTRODUCTION
1.1 Industry and/ or company background
Restaurant and food industry of Malaysia is identified as the fastest growing industry
among all which holds good proportion of market share. The industry is bringing variety of
innovations in terms of food and services, infrastructure and ambiance in order to develop
influence interest of its proposed customers in deeper manner. It also contributes in the economic
growth of the nation in appropriate manner that works as the supportive factor in the
development of Malaysia (Ahmed, Ahmed and Chowdhury, 2016). With the passing time,
competition within this industry is increasing day by day that is also placing higher impact over
the overall profitability of the country. With reference to Malaysia, it can be said that the country
is popular among the customers because of its destinations and advanced infrastructure that
provides best experience to customers during their visit in the nation. The country also attracts
huge range of customers towards its destination places. Expectation of these customers are
rapidly changing with the passing time.
By observing increasing expectation of customers from the restaurants industry, owner of
“Crazy Feed” have came up with concept of opening Malaysian multi cuisine restaurant along
with the culture ambiance. This business proposal is about a development plan of a restaurant
within Pulau Indah, Selangor Malaysia which is one of the tourism attractive Island within
Malaysia. The main reason behind choosing this location is that larger number of tourist visit this
island every year and here sea food is mainly served by the majority of restaurant. Interior of this
restaurant will include Malaysian culture which will offer special cuisine dishes of Malaysia. Its
cultural ambiance also includes seating arrangement, decoration, dress code of staff, music etc.
In order to influence interest of higher number of customers, Mexican food dishes have been
added to the menu. The respective restaurant will also offers fusion of Malaysian and Mexican
dishes in order to offer some innovative and new food to customers with the unique concept. For
providing original taste to the dishes, owner will hire chef from Mexico who have satisfactory
expertise in the same industry (Arora and Srivastava, 2016). The overall concept of restaurant is
innovative and new which will get higher recognition in Malaysia. This is because till now

Malaysia is not having this much cultural oriented restaurant which offers fusion food products
to customers. All of these features are helpful for the company in attracting maximum number of
customers and influence their interest to remain loyal with the company for longer period of
time.
1.2 Business opportunity/ issue
The proposed business idea of Malaysian culture theme based restaurant is completely
new business concept within restaurant industry of Malaysia as it will provide vast range of
opportunities to the respective restaurant. Increasing number of tourist will become major
opportunity for the company as they are offering something new to the tourist which will
influences interest of huge proportion of customers (Azzah, 2018). This is so because the “Crazy
Feed” is planning to launch a restaurant which contains a touch of tradition or culture of
Malaysia by developing the ambiance in a manner that each and every part of it represent the
culture of the country. This will become a part of attraction for the tourist as majority of people
visit a particular place in order to experience the culture, tradition or practices of another country
which is different from them. As a result of which they become able to fulfill their need by
having their meal over a place which reflect the culture of the country by serving the food and
using utensils as per the tradition of Malaysia. This will act as a greatest opportunity for the
“Crazy Feed” as it is setting up a business over a new idea or concept which support in attracting
the attention of not only the tourist people but also the local communities as well. This in turn
will support in increasing the profitability as well as sales of the restaurant as it is also bringing
a twist to its traditional restaurant where the fusion dishes are being offered i.e. the Mexican and
Malaysian dishes will be mixed to form up a new tasty and delicious food. The offering of fusion
dishes developed from Mexican and Malaysian dishes is something beyond the expectation of
customers. This is because maximum number of customers who are visiting Malaysia are
expecting that they will get variety of sea food but when these customers finds fusion food in the
same nation (Benjamin, 2016). This will become advantageous situation for the restaurant as
they will be able to attract pool number of customers towards them that will increase their sales
performance as well as profitability in the near future. Along with this, another business
opportunity associated to the similar concept is that the owner could open up some other
branches within Malaysia only. For implementing this in effective manner, the company will
implement this by finalizing more attractive destinations of Malaysia that is popular among

customers and increasing being found as most crowded place which is surrounded by customers.
Choosing these places will definitely provide good range of business to the respective company.
Apart from this, proposed business idea might also consist of some issues that could
affect them in the near future. One of the most prominent issues associated with this venture are
the probability of imitation of this innovative business idea by a rival firm operating in the same
industry. This may affect the market share as well as growth of the “Crazy Feed” as increase in
option provide a factors to make a comparison between them to choose one as per their choice
which result into brand switching in frequent manner. Yet another constraint is regarded to be the
arrangement of finance for incorporation of innovative techniques and processes within the
business premises. Therefore, the “Crazy Feed” is required to arrange its fund and sources of
fund to be kept in reserve so that at the time of contingency better action can be taken into
consideration while continuing with the operations. Increasing number of competitors within the
same industry is seen as another influential constraint that could affect sales performance as well
as profitability of the company in the near future (Kim and Lee, 2015).
1.3 Purpose and rationale
The main purpose of conducting this investigation is to provide develop knowledge of
investigator towards the business idea and its proposed benefits in the near future. Also
execution of this investigation will develop communication, team working, analytical,
presentation and other skills that will provide them support in the near future at the time of
conducting similar kind of research in the future. The importance of this business proposal in
restaurant industry can be seen as highly beneficial as incorporation of this business concept will
provide higher economic growth to the industry (Kruusmaa and et. al., 2017). Another
importance of this business concept is that it will allow the company in leading industry by
attracting maximum number of customers towards them that ultimately helps them out in
enhancing their number of loyal customers within the same industry. As a result, it will
contribute in the improvement of sustainability of the Crazy Feed within Malaysian market for
longer period of time. This will also result in the higher attainment of profitability for the same
company in rightful manner.
1.4 Terms of references
Research questions

 What are the ways of analysing market situation for determining feasibility of
restaurant?
 What are the cultural aspects in Malaysia for achieving competitive advantage?
 Determine the sources of fund for financing the business establishment practices?
 How to approach the market share for achieving sustainability in Malaysian market?
Research Objectives
 To analyse market situation within 6 months for identifying the feasibility of restaurant.
 To determine cultural aspects in Malaysia within the period of 4 months for achieving
competitive advantage.
 To determine sources of fund to arrange 80% of external finance for establishing business
in year.
 To approach around 20% of market share within a period 1 year to achieve sustainability
in Malaysian market.
Research Framework
The research framework is consists of information regarding the set of sections that are
involved within an investigation This is consider to be most crucial part of an investigation
where an overview to the reader is presented regarding each and every section that is involved
within particular investigation (Mackey and Gass, 2015). It provides an guidance which support
in making the reader aware about the role of each section within the report and kind of
information it involve. The section involve within the investigation are mentioned below:
 Introduction: This is consider to be the first section of the report which contains a deep
introduction regarding the business idea of the restaurant which is planning to get
established at the Pulau Indah, Selangor Malaysia with taking up a new and innovative
idea. In addition to this it also contains a detailed information regarding the main reason
behind selecting the particular idea as well as location and the opportunity that are
available at that market place. Despite of this it also includes research objectives as well
as questions that support in providing a direction to the business plan by specifying the
direction to which work is required to be performed. Along with this the research
framework is also presented that specify about the information that each section contains.

 Business review: This section contains a detailed explanation regarding the business idea
along with the information that has been reviewed to determine the validity of business
idea. For this the business review is being divided into four sections which includes
market feasibility, marketing feasibility, operational feasibility and strategic feasibility.
Under these sections the evaluation of industry will be taken into consideration to
determine the soundness of project as it help in evaluating that whether the market,
strategies, set of operations and marketing practices that are decided by the “Crazy Feed”
are suitable for the market situation or not. In addition to this it will also support in
determining the opportunity or threat present within the industry along with the gap
present within the market requirement and business plan so that appropriate strategies can
be formulated to minimize that gap (Islam and et. al., 2017).
 Research design: This section is consider to be most crucial for the investigation
purpose as it present the tools and techniques that will be used by the investigation in
order to gather the information regarding business plan of “Crazy Feed”. This section is
divided into three parts which contains research method, collection method or ethical
issues. This will present the type of method or procedure which is used to gather and
evaluate the information which is required to execute the plan in effective manner.
 Data Analysis: This is the another major section of this investigation where the data
which is gathered above will be evaluated and analysed in order to develop an
understanding regarding the market as well as industrial situation. This in turn help in
determining the actual feasibility of plan on the basis of evaluated information so that
final decision can be taken regarding the establishment of “Crazy Feed” restaurant.
 Conclusion and recommendation: This is the final section of the dissertation which
provide a summary that contains the crucial information regarding the business plan. It
includes vision, mission and objective behind this plan of “Crazy Feed”. Along with this
it contains the information regarding the functional plan. This includes a clear description
regarding the type of actions to be taken for setting up the restaurant as per the findings
that get from the investigation performed above in term of feasibility (Goh, 2014).

2.0 Business Review
This business review is about the a Malaysian restaurant which is named as “Crazy Feed”
that will be going to established at a tourism attraction place i.e. Pulau Indah, Selangor within
Malaysia. This is one of the best tourism attraction place within Malaysia where the larger
number of tourist visit each year. Therefore it is consider to be the best opportunity to grab the
attention of people and getting a word of mouth publicity from the tourist as well as local people
in order to get a high brand awareness among the people that further support in achieving the
sustainability within the competitive market (Chahal, and Kamil, 2018).
The main idea behind setting up this restaurant is that the market of Malaysia is full of
restaurant or hotels which offer sea food in variety to the local people as well as tourist. This is
so because the Malaysia is consider as one among the top tourism attraction place which attract
larger number of people to the country to celebrate their moments as well as providing them a
better place to spend their weekends. But in order to setting up the business within Malaysia its is
crucial to brings an innovative and unique idea that have the capability to deal with the
competition. Therefore, in order to establish restaurant i.e. “Crazy Feed” it is decided that the
restaurant must be designed in a manner that each and every part of it represent the culture of
Malaysia whether it would be in term of paintings on wall, color of walls, seating arrangements,
utensils of serving food, dress code of people or the they are offering. These all would support in
garbing the attention of people toward it and help in delighting them with the services offered by
the Crazy Feed restaurant.
Despite of this in bringing twist to the restaurant offering it is decided that there will be
an addition section to this restaurant where the Mexican food will be offered to the customers as
per their choice. In addition to this for offering something different to the customers and
satisfying them while creating a positive image in front of the market, the Crazy Feed restaurant
has decided to offer the fusion food to the customers. Under this the Malaysian cooks work with
the Mexican cooks for creating a fusion dish which is more delicious and taste that get
acceptance in market quickly (Lee and et. al., 2016). As the competition is relatively higher in
market and to deal with this such idea is being formulated so that it become easier to differentiate
the services as well as restaurant in front of the other competitors that are present in marketplace.
This strategy will support the restaurant in getting market acceptance as well as sustainability in

market place by standing out of the crowd where similar foods are being offered by the
restaurants.
Special feature:-
The food and beverages industry of Malaysia is full of restaurants and compete with one
another at extreme level by providing a cut throat competition to one another and make it
difficult for another to enter into the industry. This is more challenging task for the Crazy Feed
but as its planning to bringing somethings new to differentiate itself from that of others available
in marketplace which provide it a chance to get accepted by the market if services remains as per
the choice of customers. The special feature of this Crazy Feed Restaurant are mentioned below:
 Fusion food:- This is one of the most unique feature of Crazy Feed Restaurant that help
it in attracting larger number of customers toward visiting its restaurant and enjoy their
treat while experiencing the new dishes (Fauzi and Musallam, 2015). This is so because
it not only provide the traditional cuisine food of Malaysia but also have an option for the
customers to demand for the fusion food. In this the food of Malaysia is get mixed with
Mexican food in order to create a new dish which help in offering a unique taste to
customers and thus contribute toward enhancing the brand image.
 Ambiance as per culture:- This is another attractive feature of Crazy Feed restaurant
where the ambiance or interior of the restaurant is designed in such a way that each and
every section or prompt which is present in the restaurant represent the tradition, custom
or culture of the Malaysia. In addition to this the seating arrangements as well as crockery
in which the food is served served in a manner that is directly belongs to the Malaysian
culture.
 Dress code of staff as per culture:- Despite of the fusion food as well as unique
ambiance of The Crazy Feed restaurant, the dress code of staff members are also being
decided as per the tradition or culture of Malaysia where they have to wear their
traditional clothes. This is so because it help in getting the attention of people toward the
offerings of hotel and also support in providing them a great experience by welcoming
them and serving them as per the tradition of Malaysia which in turn support in
performing the promotions of its services in more effective manner (Sae, 2015).
Therefore, these are the special feature that The Crazy Feed involve in their business
operations for providing a better and totally a new kind of experience to its customers who are

both tourists as well as local people of Malaysia. This is so because at beaches mainly such
restaurant are not available that are traditional and build as per the culture. Therefore, there
remains a huge scope for the success as less competition will be there in term of its offering
pattern as mainly people have an assumption that places like beach mainly offer sea food. But
when they visits the Crazy Feed restaurant that will be like a surprise for them as they get faced
with a unique offerings.
But before setting up a business of The Crazy Feed restaurant it is crucial that the
feasibility of idea must be evaluated in effective manner so that positioning of the business can
be performed in effective manner that results into organisational success. Hence for this it is very
crucial to firstly perform industrial analysis that help in determining the opportunities as well as
threats that are present within industry in terms of The Crazy Feed restaurant (Ismail, 2015). For
performing industrial analysis the Porter's five force model is being used that work over
evaluating the five major factors of the industry that are crucial to be managed in order to
achieve sustainability. The evaluation of five force model is mentioned below:-
 Bargaining power of buyers:- The bargaining power of buyer's is relatively higher as
the Malaysia is consider as most prominent place which is rich in term of food that are
being offered in the market from several dealer. As a result of which the people of
Malaysia has several number of options in term of food outlets or restaurant that are
present at each and every part of Malaysia. This in turn provide a tough competition to
one another among the restaurant that in turn provide the buyers an option to avail the
services of restaurant as per their choice, comfort and amount they have to pay for
availing services. As a result of which the bargaining power of buyers are relatively
higher as they are having larger number of restaurants that are already available in the
market from which they can bargain about the services. That means the customers can
visit the restaurant that are offering similar services at relatively lower price which in turn
increase the brand switching among the customers (Ghee, Mooi and Sang, 2015).
Therefore, a restaurant must focuses toward offering new or different services to its
customers in order to attract larger number of customers at their restaurants by
differentiating it in term of services and other factors.
 Bargaining power of suppliers:- The bargaining power of supplier is relatively lower as
larger number of supplier are already present in the market which offer the raw material

to several restaurants and cafe at relatively lower price. As a result of which the number
of restaurant has several sources from which they can gather raw material in order to food
their food and beverages related items. This in turn support the restaurants and cafe
owners to get their raw material at relatively lower price. Therefore, the bargaining power
of supplier is relatively lower within Malaysia which is consider to be greater opportunity
for the restaurants as they can save their cost by switching their suppliers that offer
similar raw material at relatively lower price (Devadason and Meng, 2014).
 Threat to substitute:- The Malaysia is consider as food lover paradise and it maintains a
diverse culinary heritage that is related with its multicultural society. The country
population of Malaysia is consists of Chinese, Indian and non-Malay indigenous groups
that lives all together and share their cultural practices. As a result of which it also brings
up several variations in food offering, as there are number of restaurants are present in
market that are offering cuisine food of several different countries. Hence, food is the
integral part of the Malaysia which attract larger number of people to set up their own
small business that are related with food and beverages. As a result of which the threat
for substitute within the food and beverages industry of Malaysia is relatively higher.
This also sometimes restrict the other businesses to cater the customers as these small
restaurants and offer their food at relatively lower price.
 Threat to new entrant:- The threat of new entrant is relatively higher within the food
and beverages industry. This is so because the Malaysia is consider as one of the most
famous place in term of food heritage which make the local food very much famous not
only the citizens but also among the travellers that visit the restaurants. As a result of
which the local food of Malaysia is very much famous among the target market which it
attract the existing players to continuously enhance their practices as well as services in
order to provide tough competition to other and try to maintain their customers base so
that sustainability can be achieved at market place (Tan, Khan and Lau, 2018). This in
turn create barriers to the new entrant or businesses who want to enter into the market of
Malaysia and trying to position their business. This is so because the new entrant are
required to spend up huge fund in order to develop a restaurant over new or more creative
theme. Despite of this it also work toward brining new dishes or delicious food so that
taste become a factor to differentiate the services of one restaurant with another.