Dosa Hut Opportunity Plan Report: Strategic and Service Analysis

This report presents an opportunity plan for Dosa Hut, a South Indian restaurant chain in Australia. The report provides a comprehensive analysis of Dosa Hut's background, target market, and strategic and service management. It utilizes SWOT, BCG matrix, and Porter's Five Forces models to evaluate the restaurant's strengths, weaknesses, opportunities, and threats, as well as its market position and competitive landscape. The report also includes an evaluation of social media reviews and the results of a consumer survey, which revealed issues with staff experience, attentiveness, taste consistency, and technology adoption. Recommendations are provided to address these issues, including staff training, experienced cook retention, and the implementation of advanced technology. The report concludes with a summary of the findings and recommendations.

Opportunity Plan Report

EXECUTIVE SUMMARY
The opportunity plan report is made on Dosa Hut, which is South Indian restaurant in
Australia. It has around 15 branches and was established in 2007. In the report background of
restaurant is presented and its target market, strategic management and service management
analysis is done through SOWT, BCG matrix, porter five force models. The social media
reviews are also evaluated. With all this it has been found out that it has a good growth rate and
expansions, but the staff services are lagging in satisfying the gusts. A survey is conducted
through questionnaire method over 50 consumers of Dosa Hut and it is found out that the staffs
lacks experience and attentiveness. The restaurant lacks in advance technology adaption and
there are major fluctuations in the taste of food. For this recommendation have been provided to
give authentic training and guidance to staff and cook. Hire only experienced cook and try to
retain them. It must adopt advance technology in taking orders and introduce restaurant tablets
menus.

TABLE OF CONTENTS
ACKNOWLEDGEMENT...............................................................................................................1
PROJECT BRIEF............................................................................................................................1
WIP: PROFILE OF WORK............................................................................................................1
PRE ANALYSIS OF BUSINESS OPERATIONS OF DOSA HUT..............................................3
WIP PROJECT................................................................................................................................8
MAIN FACTOR DICUSSION......................................................................................................12
RECOMMENDATION.................................................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14
APPENDIX....................................................................................................................................15
CHART AND GRAPHS...............................................................................................................16

ACKNOWLEDGEMENT
Dosa Hut is an Indian Restaurant point cook and is pioneer of the Dosa culture in
Australia. The foods chain is growing with a rapid speed with grabbing new markets of Australia
including Clayton, Footscray, Springfield, Harries Park, Melbourne, south bank, Granville and
others (Dosa hut page, 2019). The foods chain claims to serve the best authentic flavours of
South India. The restaurant serves over verities 90 of Dosa.
PROJECT BRIEF
In the present report a detailed discussion about Dosa Hut situated in Melbourne,
Australia is done. This includes the target market, service management and strategic
management of Dosa hut. Reviews form general public is taken from survey over the place as
well.
WIP: PROFILE OF WORK
Dosa Hut is a south Indian food chain operating in Australia and it is rapidly in different
states of Australia. The business is indulged in serving authentic south Indian flavours to the
people of Australia along with specific dishes from other cuisines such as chaat, indo Chinese,
Tandoori and Biriyanis.
The restaurant has 15 branch spread all over Australia. It offers all types of food with
halal food, late night food, kids’ menu, salad bar and organic dishes to satisfy different taste and
appetite of its guests. It also provides home delivery options from Facebook (Dosa hut,
Melbourne, 2019). The staff of restaurant varies which generally includes Indian cooks, waiters,
managers and others. The management is seen by the mangers of the restaurant and they are
supervised by the owners Praveen and Anil of the Dosa Hut restaurant chain.
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Figure 1: DOSA HUT
The first restaurant was established in 1507 and in a span of 13 years it has opened 15
branches. With offering vivid options of foods and other amenities it has become popular among
the people having an acquired Indian taste. The restaurant is earning good profits of around.
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Figure 2: DOSA HUT
PRE-ANALYSIS OF BUSINESS OPERATIONS OF DOSA HUT
SWOT Analysis:
Strengths Weaknesses Opportunities Threats
Serving authentic
south Indian food in
Australia.
Lack of authentic
taste and frequent
changes in the taste
of its dishes.
Grabbing new
markets of opening
new branches in other
stats of Australia
because of its unique
menu and variety of
dishes.
In experienced and
unskilled staff which
lead to clumsy and
delay delivery of
food to consumers.
Diversify menu,
demographical all age
group are considered
in the menu of
restaurant.
The staff members
are not experienced
(Leiber, Stensaker &
Harvey, 2018). They
often seem confused
while taking order
Technological
advancement for
faster delivery of the
food.
Failure of the
restaurant chain due
to dissatisfactory
services.
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and serving food.
Target market Analysis:
7 P’s of marketing mix: For deifying the target market of Dosa Hut the 7P’s marketing mix is
presented below:
Product: Dosa Hut serves more than 100 varieties of dosas to its guest. It carefully cares
for the quality of food and well service along food presentation. The kitchen staffs make sure to
make food visually appealing to consumers (Menga et.al, 2015). The restaurant chose all the
ingredient form local markets and it provides a whole new section of organic food for those who
prefer it. The quality of the food is somewhat issue for the restaurants the taste varies often, and
staff seems inexperienced of this restaurant.
Figure 3: Dosa hut
Place: Dosa Hut established in 2017 and till 2019 it has 15 branches all around the
leading cities of Australia. The branches of Dosa Hut are all at prime location which good
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ambience and atmosphere. The vicinity of the Melbourne branch is good, and it is mid-city
which is easily approachable. It has ample parking area and provides a good hustle free dine time
to its consumers. However, sometime consumers do complain about not having washing area on
the ground floor of Melbourne branch.
Price: The prices of the food items in the restaurant vary from $3 for snake to $100 for
mega deals. The prices are same in all branches and are all affordable. The prices in the menu are
set as per the value of items which the consumers are willing to pay. For 2 person, the bill
amounts between $30-35. All the consumers are satisfied with the prices they pay for the food
items they consume. With consumer base and affordable prices, the restaurant good profits. But
when food quality or taste is not good consumers feels the prices, they paid are not worth.
Promotion: the promotion is an important factor in success of any business. The word of
mouth is very first element for promotion and building good reputation for Dosa Hut. Restaurant
uses every platform to promote the business for advertisement, digital marketing, and social
media marketing along with traditional method of advertisement. But the bad reviews on
Facebook and Google sometimes do the bad mouth publicity for the restaurant but it is having
maintained a good rating over 4 since long.
Physical evidence: the physical evidence of the Dosa Hut is defined with elements of
decoration, dining room, table design, menu cards, plates, uniform of staff and overall service
cap. The ambiance of the restaurant is not so attractive and ordinary as well to which the
consumer also agrees. The menu is also not so attractive, and cutlery is conventional. The staffs
lack skills and are inexpert which do not provide a good fine dining experience to consumers.
People: in the restaurant one of the key person of vital importance is the chef who is
back bone of it. Dosa Hut hires only Indian cooks who specialises in the authentic south Indian
cooking. But there is frequent change have been in the taste which might due to fast changes in
the cooks. Also, the people in Dosa Hut is the staff which lack training and fails in providing
satisfactorily services to guests of Dosa Hut.
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Process: the process of Dosa Hut includes serving time, overall operations and
information. For the serving time there are mixed experiences of consumers where some got fast
services while other were served food after 40-45 minutes of placing order (Marketing mix,
2019). This is not good also the operations are not very clear, and consumers are provided with
suffice information for placing order and others.
Service Management:
For analysis of the service management of Dosa Hut, Servicescape model is applied in
order to evaluate the impact of physical environment of restaurant where services are provided.
This is non-human element of environment in which service encounters occurs. The servicescape
is physical environment model which comprises colour, music, scent, design and layout of the
restaurant which are interior factors while exterior factors include signage, exterior design,
parking, surrounding environment and landscape (Mohajan, 2017). For Dosa Hut the application
of servicescape outlines the fact that the layout, design and interiors of restaurant is simple with
not oomph in it. The sitting is normal, only a single colour theme is chosen in the interiors and
no excremental things can be seen in the restaurant to add an excitement to overall ambiance.
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The music and scent are not every much noticeable. The parking space is ample, and vicinity is
good which gives some positive points to servicescape of Dosa Hut.
Social media reviews:
The social media review of for Dosa Hut are taken from different social media sites and
for this restaurant the reviews are mixed varying from excellent to very poor under a same time
frame. At present the restaurant is having a rating of 3.6 stars based on the reviews by tis
consumers (Dosa Hut reviews, 2019). Some likes food very much but some thinks that food
lacks authenticity of south Indian flavours. Moreover, the some are overwhelmed with the
services in the restaurant while some other stated they it took 40-45 minutes to get their food
served which shows the delay in services. The restaurant staff is also sometimes mentioned by
consumers as inexperienced. The restaurant also lacks in use of advance technology in providing
services to its consumers.
Strategic Management:
The strategic management of Dosa Hut is analysed through two different models that its
BCG matrix and the Porter 5 force model. The two models have been chosen to analyse the
market position and the competition the restaurant faces in Australia. This model assists the
business in long term strategic planning and in considering new business opportunities.
BCG Matrix:
Question mark
Low market share and high market
growth
Dosa Hut knows what to do with the
opportunities and takes decisions where it
increase the investments, so it is not here
(Engler, Winter & Schulz, 2015).
Star
High market share and high market
growth
Dosa Hut is not so doing well in the market
as consumers are not fully satisfied, so it not
here as well.
Dogs
Low market share and low market growth
Dosa Hut is not here as well as is not weak in
market and it not facing any difficulties in
making profits
Cash cows
High market share and low market growth
Dosa Hut is here where it is doing well in
lesser growth market with limited
opportunities.
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Porter 5 force analysis
Element Detail
Threat of New Entrants
For Dosa Hut threat of new entry is less as to rived authentic
south Indian Dosa with 90 -100 varieties in Australia is a big
task.
Bargaining Power of
Suppliers
Here suppliers have a powerful position in order to supply
authentic spices and raw material at the prices of their choices.
Which sometimes are from India as well.
Bargaining Power of
Buyers
The consumers of restaurant do not have high braining power
as they cannot get such authentic south Indian taste in
affordable prices easily.
Threat from Substitute
Products
The threat of substitute product is very low as firstly the
cuisine is all the way from south India which is it a requires
culinary expertise (Harding, 2017). Moreover, it serves almost
100 varieties so it nearly impossible to substitute each of the
food article.
Rivalry among the
existing players
There are very few places in, Melbourne Australia which
serve specifically authentic south Indian cuisine, so the
competition for Dosa Hut is also less.
WIP PROJECT
Research methodology:
Data collection: For the data collection over the Dosa Hut and its services survey method
has been adopted under which questionnaire method is chosen to conduct the survey. This
methods are chosen in order to know the actual views and opinion of the consumers of Dosa and
what they think about the food, services, ambience and other elements of Dosa Hut.
Sampling: For sampling 50 of the consumers are chosen to fill in the questionnaire to
take their views and opinion asked to them in questionnaire. The consumers are chosen through
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the random sampling method as all are given a fair chance of section as a participant in the
survey method.
Data Analysis: the data so collected through questionnaire survey method is analysed
through the interpretation and presenting the same into chart and graphs to present a better
understanding of the responses of Dosa Hut’s consumers.
Questions and interpretation:
Question 1: Satisfaction level consumers with services provided by the staff members at
Dosa Hut:
Response Number of Reponses Percentage
1-25% 15 30%
26-50% 23 46%
51-75% 7 14%
76-100% 5 10%
Total 50 100%
Interpretation:
For the abo chart most of the consumers are not stratified with the services of the staff
members of Dosa Hut. The general satisfaction level has ranged between 1-50% only. Majority
of responses are in between this range only.
Question 2: Rating of Staff’s knowledge of the menu and Attentiveness of staff out of 1 -5.
Response Number of Reponses Percentage
1 15 30%
2 20 40%
3 10 20%
4 3 6%
5 2 4%
Total 50 100%
Interpretation: For the knowledge of the staff regarding menu and their attentiveness the
highest ranking is given to number 2 which is not good. As is the lowest ranking and 5 is the
highest ranking. This means the staff does not have a complete knowledge about the menu and t
they do not serve guests attentively.
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