Marketing Plan and Business Strategy for a Vegan Restaurant

This report presents a comprehensive business and marketing plan for a vegan restaurant, focusing on the London market. It begins with an introduction outlining the business plan's framework and its importance. The marketing plan section details the business overview, emphasizing the growing demand for vegan food and the potential for profit. It then delves into an evaluation of the external environment using PESTEL analysis, identifying political, economic, social, and technological factors influencing the business. A discussion on competition analyzes existing vegan restaurants in London, highlighting their competitive advantages and suggesting strategies for differentiation. The report also suggests a target market based on segmentation, targeting, and positioning (STP) analysis. A SWOT analysis is included to assess the restaurant's strengths, weaknesses, opportunities, and threats. The report concludes with a summary of the key findings and recommendations.

Starting a Business
and Fundamentals of
Marketing.
Table of Contents
INTRODUCTION.....................................................................................................................................3
MARKETING PLAN..................................................................................................................................3
Overview of the business plan ........................................................................................................3
Evaluation of External Environment.................................................................................................4

Discussion regarding the competition and factors that helped in gaining the competitive
advantage.........................................................................................................................................5
A suggestion for the proposed target market...................................................................................7
SWOT Analysis..................................................................................................................................8
CONCLUSION.........................................................................................................................................8
REFERENCES..........................................................................................................................................9
INTRODUCTION
Business plan is a framework or layout which is formed by the entrepreneur about the
business idea he has come up with. In that business plan the steps or the activities which
needs to be done by entrepreneur to convert this idea in reality are mentioned. This plan
includes the market analysis, resource analysis, finance analysis, and much more to check the
feasibility of that very idea. This report has evaluated the market analysis about the business
idea of opening up a vegan restaurant in London.

MARKETING PLAN
Overview of the business plan
The business plan is to open up a vegan based restaurant in London. With the increase
in awareness of healthy food products among the customers has given the rise of vegan
concept. Now a day, the consumer prefer to consume the products which are does not have
any kind of adulteration. The meat or any non veg product includes the mixture of chemicals
which affects the physical and mental health of a being. It has been observed that more and
more people are converting or preferring to consume the vegan related products. To grab this
opportunity I have planed to open up a vegan restaurant in which the plan would be to
providing the best quality vegan food to consumers (Anderson, 2017). This concept is very
much new in the market which can offer a huge profit to me if the taste of the food get like by
the consumers. As the concept is very much new, it will continue to grow into the market. It
has been noticed that in the coming time more and more people would be vegans. Therefore,
taking this opportunity will be best for me as this business of mine has the huge scope for
growth.
My business of opening up of a vegan restaurant will be targeting those people who
are very conscious about the kind of food they are taking in, who prefers the vegetarian food
or has convert them from non vegetarian to vegetarian. I also have planed to establish the
same in the main market where the flow of customers or people is high. Main market in any
day of week has the high flow of people, who will see my this new vegan restaurant. At this
time, awareness among the people about my vegan restaurant is what I would be needing and
this could only be provided if I establish the same in main market (Cacafranca, 2020).
This report will discuss about the market plan of opening up a vegan restaurant. For
that a proper marketing analysis has been performed in which the external and internal
environmental factors which can affect my business has been evaluated and examined.
Evaluation of External Environment
External environmental factors are those factors which cannot get into the control of
any business as they run independently. But these factors do impact the working and
operations of any business. The PESTEL analysis is a framework which is used to analyse the
external environment. Businesses form their strategies with accordance to these external
factors. Through this PESTEL analysis the threats and opportunity which my vegan
restaurant may go through is analysed and examined so that it can establish in a smooth and
easy manner (Tipu, 2019).
The PESTEL analysis of my business plan can be as follows:
Political – This factor refers to the degree of impact from the government policies upon the
operations of organisation. Some of the examples may include policies related to taxation,
foreign exchange, level of corruption and etc.
Positive: The government of UK is very stable that the rules and regulations formed
by them does not change that frequent. Therefore it works in the favour for my business plan

as I would not be need to perform much amendments in terms of the policies and regulations
that are set by the government. Stability in the government policies provides the benefits for
stability in the operations of organisation also.
Negative: The introduction of Brexit has create much of trouble for the organisations
as they now need to perform their operational activities as per the Brexit concept. Due to this
I need to make the frequent changes in the operational activities. Also with this introduction
of Brexit my scope or limit of operational activity has been curb.
Economic – This factor includes the example like exchange rate, employment rate, GDP of a
regions and the like (DeNoble and Zoller, 2017).
Positive: As the employability rate in UK is very high with a percentage of 75 which
is considered very good, the disposable income or the affordability of people would also be
high. Therefore the people can afford the high prices if I may set for my food menu.
Negative: As the employability rate is high, there are some shortages in the
availability of workers. This shortage has lead the prices for the wage of the workers high
which has directly increases the cost for the restaurant.
Social – This factor includes the taste and preferences which the target customers have with
respect to a particular topic. Through the proper analysis of this factor an organisation would
get to know about the type of product or service the customers are looking for and the ways
to satisfy their needs.
Positive: My business plan has recognise the need of customers for vegan restaurant
which provides good quality healthy vegan food to them. This vegan restaurant would be
fulfilling the trend which is running among the consumers of eating vegan food. By providing
the right services and food to the target customers my business can gain the competitive
advantage (Guryčová, 2017). Apart from this, at the festive seasons the sales of my restaurant
would get increase as more and more people would go out for celebration.
Negative: The often and frequent changes in the taste and preferences of customers
can affect the food menu presented by my restaurant. To cope up with the choices and the
changing food need of customers I need to make the necessary edition in my current menu
which is quite a time taking and costly process. Also, my sales out not be that effective in non
festive seasons.

Technological – This includes the technological advancement prevailing into the country or
region. It has been noticed that more advanced the technology is at a country, more
developed that country would be.
Positive: Through the help of technological development, the restaurant is open to
online delivery also where the customers does not need to visit to our premises for food as
they now can receive the same to their address (Hofer, 2016).
Negative: The increase in the use of technology has also given the rise to the
competition level. The concept of online food delivery has been already adopted by many
other restaurant and cafes.
Discussion regarding the competition and factors that helped in gaining the competitive
advantage
Competition is present in every sector where the degree of barrier of entrance and
exit is quite low. Similarly the competition does exists in this particular sector also apart from
the fact that this concept is new in the market. There are many other restaurant which are
present into the market place which offers the same concept as my business plan is offering.
Several restaurants are present in London location which can be taken as my competition.
Before launching into the market it is very necessary for the business to analyse about the
competition which is prevailing along with their features which have made them so famous
(Hofer, 2016). Through the analyses I would be able to know about their different
competitive advantage factors and the ways in which I can stand different from the. Some of
these major competitors are:
Company Information about the Company
222 Vegan The restaurant was established in the year
2004. It is said to be the first restaurant which
came up with this vegan concept. The menu
which is set by the same is totally organic and
provides a wide range of varieties among them.
The most famous dish for the same is a soup
which is based upon the food concept of
Nigeria. Major food of 222 Vegan

Amrutha
Lounge
This restaurant has the position of the customer
choice award according to the source of
TripAdvisor. The prices set for the food in this
restaurant are not more than £10. Apart from
this the restaurant promises the excellent taste
for their food and drinks they provide and
return of payment if the customers expectation
gets disappointed. If the customers may think
that the taste for the food is not up to the mark
then they have the option to pay to the
restaurant according their wish or experience.
Food of Amrutha Lounge
Farmacy The restaurant comes into the category of most
famous and renowned restaurants. The food
which is provided by this place is very tasty
and unique. They came up with a concept
where the menu set by the same has very
different name which throws a image of a new
food dish or drink to the customer. The dishes
like burgers, noodles, cocktails are very
famous and preferable by the customers.
Famous Dishes of Farmacy
Temple of
Seitan
This particular restaurant offers the junk food
which are made from vegan ingredients. For
example the Mac and cheese which is offered
by the restaurant is totally gluten free and
absolutely free from any fat and sugar. It
majorly put focus upon the people who are
crazy about eating the junk food and they now
can eat it with totally vegan ingredients.
Famous food dishes of
Temple of Seitan
From the analysis done into the table, it can be noted that my business for opening up
a vegan restaurant can attain the competitive advantage into the market through its pricing
factor and through the quality of food provide to customers. The low pricing and high quality

will be best for my restaurant in gaining the competitive market (Katz, 2018). Along with that
I am planning to offer various types of salads to customers in such a way that it adds on to
their health and diet and also its fun eating them.
A suggestion for the proposed target market
My business plan for opening up a Vegan restaurant could be a successful plan if I
makes the right strategies and targets the right kind of people for it. The targeted people will
be the individuals who are very much conscious about their health and diet they are
consuming. It is majorly targeting the people with vegan diet or eating habits. The STP can
help my business in properly segmenting and targeting my actual consumers. The STP for my
business can be as follows:
Segmentation The market would be divided into the groups
on the basis of their eating habits and food
consumption products. The segment would
be chosen in which the eaters are more prone
of eating the vegan products (Simón-Moya
and Revuelto-Taboada, 2016).
Targeting In this the restaurant would be targeting the
people who are vegan or loves to eat the
vegan products which are also gluten free.
Positioning It is the process in which the organisation
place its product or service into the market
and customers mind. In this the restaurant
would be launching itself along the help of
various advertisements and promotional
activities for educating the customers about
our restaurant.
SWOT Analysis
The SWOT analysis for my “THE VEGAN RESTAURANT” can be as follows:
Strength:
 The concept which I have follow is
very new and has the ability to grow
in future.
 The prices set for my food are very
reasonable.
 The quality offered by us is very fine
and excellent.
Weaknesses:
 The low degree of brand awareness
among the customers can be a
weakness (Volker and Phillips, 2018).

Opportunities:
 The growth in this particular sector
works as an opportunity for my
business as we have a huge scope for
growth.
Threats:
 The level of competition which is
prevailing into the market place
works as a threat for my business.
 The unfavourable change in political
factor can also proves to a threat.
CONCLUSION
From the report presented above, the market analysis of business has been presented.
In that I have provided an overview about my business to open a vegan restaurant from the
name “THE VEGAN RESTAURANT”. Apart from this the pestel, STP and SWOT
analysis is also provided.
REFERENCES
Books and Journals
Anderson, P. J., 2017. Grandma's candy shoppe business plan(Doctoral dissertation).
Cacafranca, J., 2020. Business Plan: Woodentop Health Café.
DeNoble, A. F. and Zoller, T. D., 2017. Is the business plan really dead and should it be?: a
case for the lean start-up approach. In The Great Debates in Entrepreneurship.
Emerald Publishing Limited.
Guryčová, J., 2017. Design Café: A Business Plan.
Hofer, C., 2016. The Evolution of Business Plans in International Business Plan
Competitions. In Models of Start-up Thinking and Action: Theoretical, Empirical
and Pedagogical Approaches. Emerald Group Publishing Limited.
Hofer, C., 2016. The Evolution of Business Plans in International Business Plan
Competitions. In Models of Start-up Thinking and Action: Theoretical, Empirical
and Pedagogical Approaches. Emerald Group Publishing Limited.

Katz, J. A., 2018. The business plan: reports of its death have been greatly exaggerated. In
Annals of Entrepreneurship Education and Pedagogy–2018. Edward Elgar
Publishing.
Simón-Moya, V. and Revuelto-Taboada, L., 2016. Revising the predictive capability of
business plan quality for new firm survival using qualitative comparative analysis.
Journal of Business Research. 69(4). pp.1351-1356.
Tipu, S. A. A., 2019. Business plan competitions in developed and emerging economies.
Journal of Entrepreneurship in Emerging Economies.
TOMASSONI, M., 2019. Development of a business plan for the expansion of CESI's
operations on the IFI hydropower market.
Volker, J. and Phillips, M., 2018. Six Points: A Plan for Success. Journal of Management
Policy and Practice. 19(1).
Whitmore, C. L., 2018. BUSINESS PLAN FOR CLUBHUB101. COM LLC (Doctoral
dissertation, Kent State University).