Corporate Kitchen: A Business Plan and Market Analysis Report

This report details a business plan for "Your Corporate Kitchen," a new food service concept targeting employees. The report begins with an introduction defining the business idea and its purpose. The main body includes a market analysis using the STP model (Segmentation, Targeting, Positioning) and an industry analysis using Porter's Five Forces. It outlines the operational details, including dining space and delivery services. A SWOT analysis highlights the strengths (homemade food, healthy options), weaknesses (lack of experience, new concept), opportunities (delivery chain, expansion), and threats (competition). The report also includes financial planning with startup expenses, funding sources (liabilities, capital), and assets. Finally, the conclusion emphasizes the importance of feasibility in terms of operations, finances, technology, and practicality for a new business venture. The report aims to assess the potential for success and profitability of the Corporate Kitchen concept, providing a comprehensive overview of its business strategy.

Assignment Individual Report

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
Business idea:...............................................................................................................................3
TASK 2............................................................................................................................................3
Market analysis:...........................................................................................................................3
Industry analysis:.........................................................................................................................4
Operation detail:...........................................................................................................................5
SWOT analysis:...........................................................................................................................6
Financial planning:.......................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
A business idea can be described as a new concept introduced within the market that aims
and intends to resolve the problems faced by a range of customers within the market. A business
idea is used by organizations in order to enhance their profitability by catering to the needs and
wants of the customers within the market (Maravilhas, Melo, and Oliveira, 2018). The present
report presents an idea or a business concept named as Your Corporate Kitchen. The present
report formulates a business plan that states a SWOT analysis with respect to the services that the
new business intends to provide within the market.
MAIN BODY
TASK 1
Business idea:
Corporate kitchen is one of new business idea which focus on serving only to employee,
this is new themed restaurant in which employee will be provided healthy dish and food in their
lunchtime. Focusing on two concepts, at first, in dining facility allowing employee to visit and
eat in the premise of Corporate kitchen whereas second concept is delivery of food item to
offices and workplace allowing employee to enjoy healthy food in affordable price range
(McKeever, 2018). This business idea come up when employee who faced issue of finding right
and healthy meal for their lunch, Corporate kitchen will focus on providing affordable meal in
peak lunchtime without any delay. There are certain product and service, these are:
 Product: Corporate Kitchen have service based venture model which means there will be
no product, however, dishes prepared for servicing is considered as product. This may
include; menu, items in menu, corporate demand and fast food product delivered to
employee according to their demand. It is very clear that Corporate Kitchen will focus on
dishes and food item allowing them to cover product item.
 Service: Corporate Kitchen is one of service based model focusing on providing certain
kind of service to customer, at first meal service is provided to employee including list of
food item, secondly, dining space will be provided to employee to enjoy their meal time
(Mullins and Komisar, 2016). At last, delivery service also been provided to employee in
which they do not have to order on daily basis, food will be automatically delivered to
employee in their lunch break.

TASK 2
Market analysis:
Every employee demands healthy and warm food in their lunchtime allowing them to
enjoy their meal, it is very clear that keeping food warm and fresh is challenging task for every
employee, there is huge business opportunity in food industry mainly focusing on corporate food
service. Employee facing certain issue regarding food, they do not enjoy their lunchtime just
because of tiffin they carry (Bogue, Collins and Troy, 2017). To bring solution to this issue,
Corporate Kitchen will focus on providing food service to employee, this will allow employee to
get fresh, warm and healthy food in their table during office lunchtime. Corporate Kitchen will
focus on STP model of marketing to cover every important area, these are:
 Segmentation: Segmentation is one of the most important part for new business allowing
them to target audience according to broad segmentation. For example; Corporate
Kitchen will focus on employee and will consider their age, gender and occupation level,
these are basic segmentation which will narrow down the market and make it easy for
Corporate Kitchen to provide service to employee. Segmentation cover lifestyle of
employee as well, under psycho graphic, personality and emotion will be considered.
 Targeting: Targeting is next step after segmentation, once company is clear about their
target group according to segmentation then they become ready to target. For example;
Corporate Kitchen will be targeting small segment of corporate area, they will be
focusing on targeting employee segment considering their group created in segmentation
step in the marketing process. Corporate Kitchen will consider size of market before
targeting.
 Positioning: Every business organization want to position themselves in the market, it is
very clear that marketing become effective if company know how to position themselves
(Camilleri, 2018). For example; Corporate Kitchen can position themselves just because
of their USP, this company is offering food service to employee which is new concept in
market and have great opportunity to explore success.
Industry analysis:
Porter five force:
Rivalry: Rivalry is one of the most important element which new venture need to consider in the
market, Corporate Kitchen will going to face competition from; Job World Factory Food

Delivery, Yummy Food Delivery service, The Pure Package, Uber eats and certain nearby
restaurant who are closer to corporate buildings and offices (Bruijl and Gerard, 2018). Corporate
Kitchen need to become famous in market to beat this competition, local food stall and corner
restaurant will provide neck to neck competition to Corporate Kitchen allowing them to cover
important area. Rivals are ready to become competitive in the market, already establish company
have brand image attracting customer.
New entry: New entry means new competition, this new competition have budget and financial
planning providing them market place to capture, it is very clear that new entry with new concept
can become competitive in the market. Corporate Kitchen will be facing competition from new
entry, they will going to face threat from new entry. New entry even have power to provide neck
to neck competition to already establish organization serving food in the London. Corporate
Kitchen is also new in the market which will be facing competition from already establish
company dealing in offices and workplaces.
Power of customer: Consumer does carry certain power in the market allowing them to consider
competitor if price and feature does not match with their requirement. Corporate Kitchen will
going to face competition because their consumer might consider another company, this business
may carry new idea of targeting only employee but competition can attract consumer with lower
price range. Power of consumer will be felt when Corporate Kitchen fail to provide service to
consumer in affordable price.
Power of supplier: supplier carry certain power in the market, every business is mainly
connected with supplier for raw material. For example; Corporate Kitchen will be depending
supplier for raw material like vegetable, raw food item, material, kitchen material and certain
other material which is supplied by the supplier. Power of supplier can be felt when there is
inflation in the country, price of raw material goes high, only reliable supplier can be considered
while dealing in market who can ask for some high price but ready to provide raw material.
Threat of substitute: This is one of the most important element of porter five force in which
company face heavy competition, it is very clear that firm who bring innovation in the market
face this issue. For example; Corporate Kitchen is focusing on new concept in which they will be
focusing on serving food to employee, delivering food to office and workplace and other service
to employee (Shokeen, 2016). This new concept can be copied by already establish business

organization and new entry, this become an issue if Corporate Kitchen fail to position themselves
in the market.
Operation detail:
Space of eat: Corporate Kitchen will be providing space to eat to consumer, employee can visit
restaurant and order food as usually happened in normal restaurant. This service is available to
the consumer allowing them to reach space of Corporate Kitchen, certain facility is been
provided to consumer.
Delivery service: This is key element for the Corporate Kitchen allowing them to provide
delivery service to consumer, it is very clear that Corporate Kitchen will be focusing on
providing warm food to employee which means certain kitchen near office and workplace will be
set to get clear market.
SWOT analysis:
Strengths:Provide the employees with home made food. This will help the business idea in
increasing their customer engagement as there are several employees within the company that
lives away from their homes and required home cooked food on a daily basis. It will provide the
customers with healthy, organic food at affordable prices. Also, the present idea will provide the
customers with customized food along with the facility of getting it delivered to their doorstep
(Surono, 2022).
The restaurant will provide the customers with their meals on a regular basis without having to
order the food on a regular basis.The company will focus on enhancing the services received by
the customers in order to engagement them with the company. For the same, the organization
will provide the customers with dishes that are customer oriented in nature.
Weakness: Every business organization have weakness, this weakness lies in improvement area
which need to be considered. Corporate Kitchen is new to the market and carry no experience
which is one of the biggest weakness, experience does matter when it comes to restaurant
business, understanding consumer and their needs (GURL, 2017). Apart from this, weakness of
Corporate Kitchen lies in new concept which may not work because employee carry lunch box
with them allowing them to avoid ordering food. After COVID-19 spending capacity of
consumer was impacted which means Corporate Kitchen might fail in the market.
Opportunity: Every business organization can enjoy opportunity if they focus on improving
their business weakness, opportunity can be created if weakness is been mitigated by the firm.

Corporate Kitchen need to find weakness and need to provide solution accordingly. For example;
setting delivery chain is opportunity available with the company, this will allow firm to cover
market and provide food item to employee. Another opportunity lies in new concept, which will
boost company ranking in the market. It is very clear that if this idea become successful in the
market then firm have opportunity to expand in nearby town and city and explore continuous
growth.
Threat: Every business organization face threat, this threat is available in the form of
competition who is ready to provide neck to neck competition in the market. Corporate Kitchen
will going to face threat from competition who are already establish in the market. For example;
corner food stall and restaurant who have brand image and provide food service to employee and
other corporate consumer (Sarsby, 2016). It is very clear that beating these foods stall is one of
the most challenging task in which firm need to have strategic planning allowing them to cover
important area of the market.
Financial planning:
Start up expenses:
Start up expenses
Legal $1500
Logo & patent $100
Licence $3000
Application contract $4000
Web development $1000
Insurance $2000
Other $1000
Total start up expenses $12600
Start up funding:
Start up funding
Liabilities

Account payable $18000
Notes payable $5000
Current payable $10000
Short term liabilities $20000
Mid term liabilities $40000
Long term liabilities $80000
Total liabilities $173000
Capital
Owner and stakeholder $50000
Investor $10000
Venture capitalist $5000
Own funding $1000
Other $1000
Total capital $67000
Total start up funding $134000
Start up assets:
Start up assets
Cash required $50000
Start up inventory $20000
Current assets $10000
Short term assets $5000
Mid term assets $15000
Long term assets $30000
Other current assets $1000

Total assets $131000
Total requirement $151000
CONCLUSION
From the above report, it can be concluded that in order to introduce a new business idea
within the market, it is important for the company to determine its feasibility in terms of
operations, finances, technology and practicality. This is because, in order to make a business
survive within the market, it is important for the company to understand whether it will be
profitable within the market or not. The present report includes a finance report that states the
requirement of funds in order to start the business within the market, It also presents a SWOT
analysis in order to determine the strengths and weaknesses associated with the company.

REFERENCES
Books and journals
Bogue, J., Collins, O. and Troy, A.J., 2017. Market analysis and concept development of
functional foods. In Developing new functional food and nutraceutical products (pp. 29-
45). Academic Press.
Bruijl, D. and Gerard, H.T., 2018. The relevance of Porter's five forces in today's innovative and
changing business environment. Available at SSRN 3192207.
Camilleri, M.A., 2018. Market segmentation, targeting and positioning. In Travel marketing,
tourism economics and the airline product (pp. 69-83). Springer, Cham.
GURL, E., 2017. SWOT analysis: A theoretical review.
Maravilhas, S., Melo, P. and Oliveira, S.R.G., 2018. Entrepreneurship and Innovation: The
Search for the Business Idea. In Handbook of Research on Strategic Innovation
Management for Improved Competitive Advantage (pp. 40-54). IGI Global.
McKeever, M.P., 2018. How to write a business plan. Nolo.
Mullins, J.W. and Komisar, R., 2016. A business plan? Or a journey to plan B?. MIT Sloan
management review, 51(3), p.1.
Sarsby, A., 2016. SWOT analysis. Lulu. com.
Shokeen, S., 2016. Porter's Model: A Critical Examination. International Journal of Engineering
and Management Research (IJEMR), 6(3), pp.178-183.
Surono, H.T., 2022. Readiness Of Business Model and Business Plan to Improve Successful
Business Idea Realization. Journal of Positive School Psychology. pp.6007-6014.
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