Business Plan: Captain Cook's Den Restaurant, University Project

This business plan outlines the strategies for establishing Captain Cook's Den, a restaurant in Malaysia, focusing on an innovative ship-themed concept located on Tioman Island. It includes an executive summary, business goals, entrepreneurial opportunities, and a detailed management plan. The plan incorporates market research and analysis, including SWOT and PESTEL analyses, to identify strengths, weaknesses, opportunities, and threats. A comprehensive marketing plan, operational plan, and financial plan are presented, along with keys to success, such as product quality, employee selection, and cost control. The restaurant aims to attract a diverse customer base, including couples, tourists, and high-end singles, emphasizing an informal and engaging atmosphere with cultural programs and diverse cuisines. The plan also addresses feasibility and competitive edges, providing a thorough overview of the business's potential for success.

Running head: BUSINESS PLAN
Business plan
Name of the student
Name of the university
Author note

1BUISNESS PLAN
Executive summary
The purpose of making this business plan is to highlight the factors on which the
management wants to emphasize before initiating the operations. Therefore in this paper, a
proper proposal of a restaurant business is provided which is going to be established in the
market of Malaysia very soon. In this paper numerous strategies for the business along with a
market analysis and a budget for the proposal is incorporated. The importance of making a
business plan is to stay safe from the risks which are associated in the hospital industry by
taking proper actions on time.

2BUISNESS PLAN
Table of Contents
Executive summary....................................................................................................................1
Business Goals...........................................................................................................................5
Entrepreneurial opportunities and innovative elements:........................................................5
Management Plan.......................................................................................................................6
Market Research and Analysis:..................................................................................................6
Marketing Plan...........................................................................................................................9
Keys to success......................................................................................................................9
Innovation:...........................................................................................................................10
Product quality.....................................................................................................................10
Range of variety...................................................................................................................10
Employee selection and retention........................................................................................10
Cost control..........................................................................................................................11
Operational Plan.......................................................................................................................11
Market segmentation............................................................................................................11
Action plan...............................................................................................................................13
Market segment strategy......................................................................................................13
Analysis of the business...........................................................................................................14
Financial Plan...........................................................................................................................14
Competitive edges................................................................................................................16
Entrepreneurial theories most suited with restaurant business................................................16

3BUISNESS PLAN
Economic theories:...............................................................................................................17
Resource-based theories:......................................................................................................17
Psychological theories..........................................................................................................17
Sociological theories............................................................................................................18
Opportunity-based theory.....................................................................................................18
Feasibility of the business........................................................................................................18
References................................................................................................................................20

4BUISNESS PLAN

5BUISNESS PLAN
Business Goals
Entrepreneurial opportunities and innovative elements:
The business goal consists of the planning of a restaurant in Malaysia named, Captain
Cook’s Den. It will be located in the Tioman Island, in Kuala Lumpur. The restaurant would
provide the opportunities to the guests to have a memorable experience with an innovative
concept. The entire restaurant will be built on a ship and it is placed on the beach. The
restaurant can have an accommodation of 100 people. The restaurant would permit their
guests to enjoy their food in an innovative environment. The customers who would not wish
to sit on the ship can sit on the beach as the restaurant offers that facility. The restaurant will
have 30 staffs working for them. The decoration would be based on the theme of sea pirates.
The waiters will be dressed up like the cabin crew of the ship. The manager and the cook are
supposed to wear the same dress with an additional hat on their head. The environment of a
particular restaurant is an important factor that should be concentrated and constant
development is required. This is the reason the restaurant should make efforts to bring
innovative thoughts in designing the environment so that it might stand out and it might turn
out to be attractive than the other restaurants located in the same region (Dees, 2017). The
restaurant would arrange a cultural program for their guests and they would arrange the
program in the evening. The restaurant requires to appoint a professional troupe who can
entertain the guests with their performances. The restaurant near the sea beach is supposed to
be an informal place where the guests comes to spend their holiday and have recreation. This
is the reason the restaurant near the sea beach should be designed for informal gatherings like
party, cultural programs, birthday celebrations, anniversary celebrations and similar other
occasions. This might not include the business seminars, meetings and business gatherings
(Drucker, 2014).

6BUISNESS PLAN
Management Plan
The restaurant would have a systematic designations. It will have a head chef, it will
have a senior manager who will look after all the activities of the restaurant and he will look
after all the departments of the restaurant. The executive manager will look after the
customers and the booking related things. There will be 30 waiters that will include only the
males and there will be female attendants who will be there to collect the feedbacks from the
customers and answer to all their quarries. They will be 6 to 7 in number. The reason for
setting up the hotel near the sea beach is the availability of the fresh resources. The cuisine
will consist of the sea foods like the Thai food, Indian food, English cuisine, Mexican cuisine
and Spanish cuisine. It has a huge English and Indian market. Tourism is the most important
source of income in this region. This is the reason the food should be of the best quality and it
should be reasonable. The restaurant might get the raw materials from the local region itself
that will enable the produce the products within a low cost (Kohlbacher, Herstatt & Levsen,
2015).
Market Research and Analysis:
Strength The strength of the restaurant is the quality
of the food it offers. The restaurant would
have variety of cuisines that might attract
maximum amount of customers. The other
strength is the innovative ambience. The
restaurant will create a beach side ambience
with the cultural program in the evening.
This will attract more guests who have
come for a holiday. The reasonable rate of
the food can be added as the strength

7BUISNESS PLAN
(Davidsson, 2015).
Weakness The restaurant have facilities only for
informal gatherings. The restaurant does not
design the corporate meetings and the
business seminars. This can be a weakness
as there are many corporate companies who
likes to organize a business meetings in the
restaurants near the sea beach. The
restaurants might lose out clients who are
looking for these facilities (Stam, 2015).
Opportunity The ambience and the location of the
restaurant can serve as the biggest
opportunity for the restaurant. The
restaurant plans to make arrangement for
their guests on the deck as well as on the
beach. Apart from this the multiple cuisine
might attract guests of all origins (Lusch &
Nambisan, 2015).
Threat The biggest threat of the company is the
competitors. There are many such
restaurants in that area which can take away
the potential customers (Kuratko, Hornsby
& Covin, 2014).
Table 1: SWOT Analysis

8BUISNESS PLAN
Source: created by author
PESTEL analysis:
Political The government of Malaysia highly
supports the growth of restaurants. The
maximum source of economy of the region
is from tourism. This is the reason the
government makes all the efforts to support
the restaurants across the country.
Economic The maximum amount of customers looks
for good food with a proper ambience. This
gives a huge rise in the economy of the
country.
Social People with good lifestyle visits Malaysia
and they look for good and classy
environment. The restaurant can attract the
people with all types of lifestyles as they
plans to have reasonable food with
innovative ambience and with proper food
quality.
Technological The restaurant can allow their customers to
book their tables online and rate their food
on the social media. It makes the restaurant
technologically advanced.
Environmental The restaurant will install the solar panels
on the roof which will add to the CSR

9BUISNESS PLAN
activity. Apart from this the restaurant will
initiate the recycling of the materials used in
the business operations. These things can
highly be appreciated and can effectively
increase the reputation of the organization in
their operational market (Garud, Gehman &
Giuliani, 2014).
Legal The restaurant will have a proper trade
license, it will have a constant check of the
food inspectors so that the restaurant
provides good quality food to their
customers. The restaurant will look into the
matter that they perform the ethics towards
the customers and the environment (Boger
et al., 2017).
Table 2: PESTEL analysis
Source: created by author
Marketing Plan
Keys to success
The owner of Captain Cook’s Den in a press meet stated that as he named the restaurant on
one of the most decorated and celebrated English explorer who made sea ways his home,
therefore the menu card will reflect the same and the focus of the chefs of the organization
will be to offer exquisite seafood to the target customers of the business organization (Zhang,

10BUISNESS PLAN
2015). Apart from that, the owner Mr. Mahmud stated that they will follow certain principles
that can help them to get competitive edge in the market of Malaysia and generate adequate
productivity along with profitability.
Innovation:
The management of Captain Cook’s Den will deploy a team dedicated to control the quality
of the services and the quality of the food that will be offered to the customers. The theme of
the restaurant will be like a big 18th century ship and the restaurants and the front staffs will
be wearing uniforms like the crew members of the 19th century ships, the managers and the
chefs will be wearing captain hats. The management will make it sure that the customers of
the restaurant will get a feeling that they are sitting on the deck of an 18th century ship.
Product quality
The management will ensure that they will be using ingredients of the highest quality as they
will be running a fine dining themed restaurant.
Range of variety
The management of the organization will ensure that they are able to offer a range of varieties
in the food menu to their customers. The emphasize will be on sea food but the restaurant will
be offering English, Mexican, Spanish, Thai and Indian cuisine to their customers.
Employee selection and retention
The management of the business organization will focus on hiring the employees who have
adequate professional skills and cultural intelligence so that the productivity of the
organization stays on the higher end and the workforce has the ability to deal with the
customers who may come from different cultural backgrounds (Betancor et al., 2015). In the
selection process the focus will thus be on the professional skills and cultural along with
emotional intelligence as the organization will be operating in the hospitality industry. The

11BUISNESS PLAN
management of the business organization will also focus on how they can retain the
employees as to achieve success, it will be important to have a skilled workforce in the
disposal.
Cost control
The management of the business organization will emphasize on the factor that they need to
ensure that they are not wasting capital. As in today’s world when the market competition is
always in the higher end, cost control became an important determining factor of the
company’s profitability (Zhang, 2015). Therefore, the management of the business
organization should focus on controlling excess expenditure. It can be said that 60% of the
success rate depends on restraining the excess expenditure.
Operational Plan
 The management of the business organization is aiming to keep the employee costs
between 30% of the total sales.
 The décor and ambience of the restaurant should fetch the much needed competitive
edge
 The restaurant should be able to attract foreigner tourists
 The management will be trying to expand their business in the market of South East
Asia within 10 years from now.
 The management wants to attract a customer base of the age group between 20 to 40
years old.
Market segmentation
The management of Captain Cook’s Den wants to cater a huge customer base in the market
of Malaysia in order to get and sustain the competitive advantage in the domestic market of
operation. The target customers of the management will thus be the downtown couples, high