BA (Hons) Business & Management: China Town Business Idea Report

This report presents a comprehensive business plan for a Chinese restaurant named 'China Town,' covering key aspects of its establishment and operation. It begins with an overview of the business idea, including its brand name, tagline, mission, vision, and the uniqueness of its product offerings. The report then delves into a detailed evaluation of the external environment using the PESTEL framework, analyzing political, economic, social, technological, and legal factors. Furthermore, it explores the competitive landscape, identifying potential competitive advantages. The report also suggests a target market and outlines a proposed market entry strategy. The analysis highlights the importance of understanding the market dynamics, adapting to changing consumer preferences, and leveraging technological advancements to ensure the restaurant's success. The report provides a structured approach to business planning, offering valuable insights for aspiring entrepreneurs in the food industry.

Assignment Cover Sheet
Instructions:
This assignment should be typed in 12-point font, lines spaced at 1½ or double
spacing. Please see the world limits for discursive type questions under each part of
the questions.
The assignment cover sheet should be included in all your assignment submission
as a first page.
To keep the anonymity of your assignment marking, please only use your Student ID
number and not your name on all your assignment submissions.
Student ID No.
Module BMM3013 - Starting a Business and
Fundaments of Marketing
Module Leader Dr. Allamdar Mehbahani
Course BA (Hons) in Business & Management
with Foundation Year in Business
Academic Year 2019-20 (Foundation
Year)
Word Count:
Your word count must include your appendices and footnotes, but not your
references. Students should aim to submit their coursework in line with the specific
word count limit and must not exceed by ±10% of the required word count either
way.
Student Declaration:
By submitting this assignment, I certify this to be my own work. I understand that if
this is untrue, I will have committed an assessment offence (plagiarism*) within the
University regulations and that disciplinary proceedings may be brought against
me. I also understand that it is an offence to allow another student to have access
to my work for the purposes of copying it.
Student’s
signature:
Date: 10.03.2020

Contents
An overview of your proposed business idea.................................................................................3
Brand Name: China Town.........................................................................................................3
Tag Line: China in a dish...........................................................................................................3
Mission: “To give our Customers the best quality Food”.......................................................3
Vision: “To gain the customer confidence and loyalty”..........................................................3
Products and Services:..............................................................................................................3
Uniqueness of the Product........................................................................................................4
Business Situation......................................................................................................................4
An evaluation of the external environment (PEST)........................................................................5
PESTEL Analysis................................................................................................................................5
Political Factors...............................................................................................................................5
Economic Factors...........................................................................................................................7
Social Factors..................................................................................................................................8
Technological Factors....................................................................................................................9
A discussion of competition and what the competitive advantage is.........................................10
A suggestion for the proposed target market................................................................................11
Market Entry Strategy...................................................................................................................12

An overview of your proposed business idea
Practical corporate procedure requires numerous company productivity codes.
Showcasing requires varying levels of manageability, values, and social justice
with specific products to be incorporated into the promotional strategy.
Various products contain various development strategies that need to be modified
and revised to insure they are effectively pushed and marketed.
I will be conducting a campaign and a field-tested plan for a Chinese restaurant
called 'China Town' in the main section of the assessment.
The restaurant company is one of the ever-greenest undertakings on the globe that
has been promising because food is always seen as the first and basic satisfiers of
the teeth.
There have been several industries shifts in outlook on the confectionary exhibition
with the restaurants 'disparity in taste and tendency.
The promotional strategy for 'China Town' dispatch will be remarkable and would
promote a more notable sense of consciousness by increasing the degrees of
confidence among them that food may not literally need to be terrible to wellbeing.
Brand Name: China Town
Tag Line: China in a dish.
Mission: “To give our Customers the best quality Food”
Vision: “To gain the customer confidence and loyalty”
Products and Services:
-Chinese dishes
-Pasta
-Chicken
-Pork
-Lamb
-Fish
-Vegan food

Uniqueness of the Product
Restaurants in China are regarded as top-quality restaurants.
They'd been a restaurant industry brand since 2000. It has inspired us to use China's
top-notch fresh food to build the world's most sophisticated soup.
We promise that we will take additional measures to ensure that the food being
delivered is of high standard in accordance with the aim of delivering the finest and
smooth-liquifying Chinese food.
We build our dishes in a specific way according to consumer demands for size taste
and bundling.
We guarantee that the most outstanding taste of our goods is preserved in total
harmony in all of our dishes.
Additionally, frying the food without too much oil is achieved to ensure that we don't
over-dish them and hold away from an eaten taste in the world of Chinese food
dishes.
Business Situation
With the increased demands of its growing restaurants around the
globe, the restaurants advertise has been expanding to a significant degree.
Numerous incidents led to our best dishes getting consumed by the Chinese food
addicted.
Customers are receptive to specific dish components such as meat or vegies form,
mouth quality, smell, conditioning, etc
Food is served at different activities and celebrations beginning with Birthdays,
Holidays, Anniversaries, Work Changes and even major merry-go-rounds such as
Christmas and hence a general public celebration or social occasions
where festivities are the significant core interest.

An evaluation of the external environment (PEST)
PESTEL Analysis
The PESTEL test is a method devised by Harvard professor Francis Aguilar to
perform an extensive external examination of the market situation of every sector for
which knowledge is available.
That is a substantial advance for a programme that will effectively push the task
in the long run to improve the chances of survival and profits of a community.
PESTEL is an amalgam of initials of different components that influence 'China
Town' however the whole business in general these variables are in particular
Political, Economic, Social, Technological, Environmental and Legal.
Political Factors
The political considerations that may affect the association's benefit or chances of
continuance are entirely different.
The political challenges shift from abrupt shifts to usual disruption in the current
constitutional structures to significant decisions made by the governing body.
In occasions of potential multinationals, one can likewise combine political
components that happen / impact the host country just like other countries that
include market exercises, or that may engage in exchange with 'China Town'
To accurately determine the degree of general organised political danger to which
'China Town' may be posed, the following variables should be regarded before
taking part in any ventures:
• The level of political soundness that the nation has as of late.
• Legislators 'uprightness and their probability of engaging in defilement
protests, as the resulting
consequences that cause future arraignments or abdications of substantial rates of
government staff.
• The laws the nation upholds, particularly as regards industry, for example,
contract law, because they guide what 'China Town' is and is not able to do.
Of example, a few nations exclude liquor or nourishment for some requirements that
need to be fulfilled, whereas other regulatory systems for unnecessary formality
steps that undermine company.
• Whether or not the approved invention (IP) of a company is protected. For
starters, a nation that has no IP assurance strategies might mean that
businesspeople would find it too risky even to talk about investing in 'China Town'

• The trade hindrances the host country should guarantee 'China Town;' in any
event, swap borders that will damage organisations by forestalling possible fares by
nations with future trade accomplices.
• A significant degree of tax valuation will de-motivate eateries such as 'China
City' from growing their profits.
• The risk of antagonistic nations 'military intervention will contribute to the
divestment from adventures.
• A low regulatory lowest pay will imply better
incentives and better stamina chances for 'China Town'

Economic Factors
Money-related sections are those of those associated with the country's economy
the 'China Town,' for example, shifts in the pace of growth, external swapping size,
funding costs, GDP, and the current budget cycle duration.
These causes, and their consequent effect on all out - of-the-box excitement, all out
- of-the-box projects, and business air, when everything is said in reality, will render
a relationship incredibly beneficial, or totally prone to a disturbance.
In the PESTEL analysis the financial considerations are macroeconomic.
The financial elements of which 'China Town' can be touchy
and should therefore be weighed before making a commitment may include:
• The monetary system actually existing in the region is being alluded to as if it
is an authoritarian economic paradigm, an oligopoly, or anything of an optimal
financial structure for problems.
• The pace of GDP development in the nation will influence how quick 'China
Town' is relied upon to develop soon.
• The nation's interest rates will affect how many individuals are able to invest
and participate.
Lower prices will contribute to more influential projects suggesting further growth for
'China Town'
• However proficiently the money related markets work likewise sway how well
`Stadco` can raise capital at a reasonable value, remembering the interest and
supply.
• The nation's swapping scale 'China Town' works in will impact 'China Town's
profit, particularly if' China Town 'takes part in challenges of worldwide nutrition.
Equally important is the steadiness of the currency a fragile cash demoralises
multinational financial experts.

Social Factors
The social factors that influence 'China Town' and ought to be remembered for the
social part of the PESTEL examination incorporate the accompanying:
• The populace's socioeconomics, or their individual ages and sexual
orientations, provide an inexplicable effect over how a certain object should be sold
to them.
Cosmetics is mostly taken into consideration by women, and it will be less common
to rely on a lion's share of male society than to concentrate on a demographic that is
predominantly female.
• The class dispersion within the populace is of crucial importance: if the bulk of
the community is a lower class, 'China Town' would not be able to raise a top-notch
item to the general public; instead, they would need to focus on rather specialised
displays.
• In some extent, the differences between the marketers and the objective
market in the instructive base that find it challenging in connect with and effectively
draw the objective market.
'China Town' will be cautious so as not to risk its connexion with the inclinations and
desires of the rational sector.

Technological Factors
The mechanical variables that may impact 'China Town' may incorporate the
accompanying:
• The subsequent, as mentioned above, ground-breaking developments and
contributions made by candidates.
In the off possibility that 'China Town' will encounter another breakthrough that is
picking up ubiquity in the eatery sector being alluded to, it is crucial to watch the
degree of popularity and how easily it grows and disturbs the incomes of its
competitors.
This will imply the degree of earnestness needed to react to the invention
satisfactorily, either by organising the creation or by seeking another innovative
choice.
• How basic, and therefore quickly, the invention will be disseminated to
numerous cafés in the eatery market, prompting different companies to duplicate the
mechanical procedures / highlights of 'China Town'
• How much product development will boost / adjust what the element provides
at first.
On the off case that change is serious, at this stage numerous companies in the
sector are going through it all the more vigorously.

A discussion of competition and what the competitive advantage is
Upper hand may be accomplished by bringing down the separation of the business
and the separation of the customers.
Client segmentation is a strategy which can be used to identify consumer needs.
The companies find a few fragments in this process where they can overcome the
task by creating certain one-of - a-kind products and administrations.
Customer division protocol is convincing as a company planes the products into
pieces that wind up being useful and providing customers with unmistakable points
of interest.
Under various situations, competing restaurants will compete to help customers and
consumers under savouring and purchasing their favourite Chinese food as far as
flavour and expense is involved.
There are other strong points of view about a dilemma in such a sense that the
product has to enforce different market and social obligations in order to reach the
correct kind of customers.
For e.g., the Chinese food will require the social laws and guidelines to prove that
the food implements and joins honest quality, environmental problems, etc.
The organisations will meet all the true criteria of the restaurants industry in
amazement at competition and building up a corporate identity for themselves.

A suggestion for the proposed target market
A point by point and industry analysis determines the unbiased demand for every
commodity where the products have seen a substantial change in the company in
the present instance of a store, because the overwhelming majority of consumers
are drawn into natural things.
The key market advertising for the restaurant industry is the middle-class male
demographic and the female community between the ages of 23-60.
Throughout fact, the females of the high-class social orders may consume more food
and also praise it as a special blessing.
Salary division
The Chinese food marks often plan to provide food products for different age
gatherings and wage sets.
This division often has some leeway that it provides the low pay selection the highest
values and the lucky ones who do not try any deals or incentives that the company
still has a desirable place to hold them highly evaluated however the purchasers will
expect lower prices in the usual final tests. Segment Segmentation Object marks
often hit communities that depend on their geo-home.
Within a split second that sort of a division will offer the company
an instant view about what type of products the coming retail stores would provide.
It will mean they target the appropriate audience and shopper base for the right
products.
A similar strategy may be given to the specific nations where Chinese cuisine is
plated on a tray and served in the best places to the necessary consumers.
After the suppers at the best restaurants, the best bland chocolate may be filled in as
a refreshment to leave an unexpected impression on the customers with a brand
mark and the allow to progress specific item deals in the future.
The success of any object being marketed is subject to socio-financial factors
competing on the world being correctly combined.

Market Entry Strategy
'China Town' would be driven by an outstanding technique that can gain a lot of
value in greater numbers of consumers.
By generation to more readily showcase entry where the products will undergo
different degrees of inspections, consistency tests and upgrades, as much as
practicable has been set at 35 months.
After this point, the expansion step will be completed in the multi-month period with
the key aim being to increase no. of restaurant business offers.
The restaurant business is the most developed industry with solid advancement and
conveyance systems as regards a practical development.
This nice technique will pull from various portions of the network through each of the
purchasers.
The systemic models of the Chinese restaurant food company must be
advantageous and supportable, as it were getting a more popular light pollution and
beyond attractive market opportunities.