Business Consultancy Project: Fatisa Cafe Pizzeria Analysis and Plan

This project provides a comprehensive business analysis of Fatisa Cafe Pizzeria. It begins with an introduction to the business and its objectives. A detailed situational analysis follows, including a SWOT analysis that identifies the cafe's strengths, weaknesses, opportunities, and threats. A PESTLE analysis examines the political, economic, social, technological, legal, and environmental factors impacting the business. The project then explores various approaches to address identified issues, such as analytical and positive approaches, followed by a risk assessment and stakeholder analysis. Finally, it outlines a specific project with a detailed plan of action to improve the cafe's marketing and address changing consumer preferences. The project concludes with recommendations for future actions and a list of references.

THE BUSINESS
CONSULTANCY
PROJECT
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Table of Contents
INTRODUCTION...........................................................................................................................3
SITUATIONAL ANALYSIS..........................................................................................................3
SWOT ANALYSIS.....................................................................................................................3
PESTLE ANALYSIS..................................................................................................................5
OPTIONS........................................................................................................................................9
Approaches..................................................................................................................................9
Risk assessment.........................................................................................................................10
Stakeholder analysis..................................................................................................................11
SPECIFIC PROJECT AND DETAILED PLAN OF ACTION....................................................13
Specific Project..........................................................................................................................13
Detailed plan of action...............................................................................................................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................17
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INTRODUCTION
Business can be defined as the commercial complex whereby economic transactions take
place with a view to carry out the activities and earn revenue. The main intent of the business is
maximisation of profits and sales to inflate the market positioning across the globe (Smith,
Merna and Jobling, 2014). In this relation, it is important for a business to constantly carry out
the situational analysis consisting of macro and micro environment in order to identify the
problems prevailing within the confines of the organisation. After identifying the issues, the next
step of the company is to implement approaches through which such issues can be quickly
resolved in a timely manner. Hereby, the management of stakeholders and timeline is very
crucial to achieve the desired results.
The following project is based upon Fatisa Cafe Pizzeria which is a cafe offering Italian and
Mediterranean cuisine. The project consists of situational analysis done by the company with a
view to identify the key issues prevailing within its premises. Also, it includes approaches to
resolve the issues, risk assessment and stakeholder analysis. Further, it constitutes specific
project and detailed plan of action to facilitate the same within the company.
SITUATIONAL ANALYSIS
SWOT ANALYSIS
SWOT analysis is a strategic tool with the help of which restaurant owner can effectively
able to identify their position in respective market segment. Swot mainly stand for strength,
weakness, opportunities and threats in which by taking all these factors into account business
owner can reasonably control threat and weakness and can further take use of opportunities to
ensure their business success (Wilson, 2014). Mentioned below is the SWOT analysis of
Fatisa Cafe Pizzeria:-
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Figure 1: SWOT Analysis
STRENGTH WEAKNESSES
 Fatisa Cafe Pizzeria serves their
customers with high quality and tasty
food along with quick services.
 Pricing structure of Fatisa offer low
price menu comparatively to other
restaurant in area which is most
important strength of entity.
 Fatisa also attract the customers by
offering them special promotions like;
by two meals get one free before 4 p.m.
 Along with fresh ingredients that Fatisa
use for their dishes they offer great
quality that lures taste buds of
consumers towards food served by
company.
 Due to outdated form of promotion
System, company lacks in gaining
attention of large base of consumers
towards restaurant.
 Due to parking issue Fatisa also facing
restrictions of consumers at lunch time
that somehow decreases profitability
earnings ratio entity.
 Poor maintenance of website is also act
as major weakness for company, as
nowadays consumers are more attracted
towards those restaurants those who
regularly post attractive and eye catchy
photos, post and videos of their
restaurant and food.
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 Fatisa offer wide range of food product
items to their consumers along with
attractive decor that create memorable
experience of customer in restaurant.
THREAT OPPORTUNITIES
 Competition act as a major threat for
Fatisa as there is significant increase in
restaurant located nearby areas those
who offer similar food and dining
experience to consumers.
 Change in eating habit of consumers
also poses threat towards entity that can
negatively impact upon their profit
margin.
 Low profit margin is a major threat for
Fatisa, as due to lack of promotional
activities restaurant mainly operate
their operations with less profit margin.
 By expanding and providing food and
beverages that include organic or
natural ingredients can create maximum
opportunity for Fatisa.
 By taking advantage of healthy eating
trend and offering organic salad and
dishes on their menu company can
serve more number of consumers.
 By updating their website company can
generate more traffic and can gain
opportunity for growth. As in this they
can post attractive videos, pictures of
salad dressing, baked products, people
at the restaurant, decor facility in order
to attract tension of large base of
consumers.
PESTLE ANALYSIS
Pestle analysis is defined as a framework to evaluate micro environmental factor that can
affect business functioning of entity. By taking use of this tool company can ensure their
strategic management in a well defined manner and can analyse external forces that are
impacting their business operation. Mentioned below pestle analysis in context with Fatisa Cafe
Pizzeria is given.
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Figure 2: PESTLE Analysis
Political:
Political factors have significant capability to influence business of restaurant in number
of ways. This has been evaluated that there are many tax reforms for health and safety guidelines
introduced by present political government. These regulations can impact on business operations,
in this by taking appropriate decisions Fatisa can effectively able to reduce impact of these
regulations (Thamhain, 2014). Along with it has been evaluated United Kingdom is having strict
food regulation that are required to implement by all entities engaged in this sector. In this it is
essential for Fatisa to responsibility take care of their food products in order to implement
regulations of government in effective manner.
Economical:
Due to increase in inflation rate in UK economy and due to Brexit, organisation can get
affected in terms of prices of ingredients. This will affect Fatisa to increase in the menu prices
and also impact upon purchasing behaviour of customers, as they can avoid food from restaurant.
In addition to this consumer disposable income can also impact upon Fatisa business operations.
In this it has been evaluated that individuals in United Kingdom is having more disposable
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income thus by taking advantage form this opportunity Fatisa can significantly increase their
profitability by offering low price products and services.
Social:
There are different types of social factors that have capability to affect restaurant business
in negative as well as positive manner. This has been identified that nowadays individuals are
more concerned to word health consciousness that makes them to only tend towards organic and
healthy food rather than junk. This factor has high capability to impact Fatisa menu. Thus in
order to effectively serve need of both type of customers i.e. junk food or organic food lover as
to make increase in overall consumer base it is essential for respective entity to include organic
and natural dishes in menu and offer carbonate free beverages in order to ensure market
competitiveness (Siebenthal and Hopkins, 2016).
Technological:
Technology is changing at its constant rate and is most dynamic factor that can impact
upon smooth business functioning of restaurant. It has been activated that there is rapid
technological advancement that are required to be undertake by organisation in order to ensure
their competitiveness in respective industrial sector. This has been identified that Fatisa has weak
website management which is affecting their overall profitability ratio. In this it is essential for
restaurant to take advantage of high tech-tech technology and software in order to update their
website as to increase traffic through which they can increase the flow of profitability and
productivity in best effective manner.
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Figure 4: Website Development
Legal:
Local and legal bodies have significant impact upon restaurant business. It has been
evaluated that United Kingdom is having strict rules, regulation and laws in terms of food and
beverage industry. In this it has been identified that regularity authorities frequently visit
different restaurants in country as to ensure safety of individuals. In context with Fatisa it is
essential for entity to implement all the essential and necessary law that are being in force by UK
government as to conduct their operations in effective manner (Devi and Reddy, 2012). Along
with this entity is required to regularly check quality and expiry of their food items and provide
proper training to staff in order to ensure proper hygienic condition in restaurant as to save them
from being get fall into any legal obligations and penalties.
Environmental:
It is essential for restaurant to consider both external and internal environment of their
restaurant. In context with internal restaurant by placing indoor plants and undertaking care of
effective cleanliness on regular basis Fatisa only increase attention of consumers but can also
offer their contribution towards environment. While in terms of external surrounding entity is
required to ensure proper food waste management system policy and undertake advantage of
recycled material in order to have positive concern towards environment (Brady and Davies,
2014). In addition with this, by donating leftover to needy people and in charity, Fatisa can not
only increase their goodwill in marketplace but also strength their mouth to mouth advertising
policy. Through this, they can ensure loyalty of their consumers in significant manner.
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According to the above pestle analysis it has been identified that by taking advantage
from different factors Fatisa can strengthen their organisational structure and strategic
management policy through which they can increase their overall productivity and profitability
ratio at great extent. It also helps entity to serve large base of consumers while ensuring the
loyalty towards entity in a well define way.
OPTIONS
Approaches
It is important for any organisation to take measures through which the issues arising
within its confines can be resolved in an effective manner. In this regard, a number of theories or
approaches are widely applied by companies across the globe. The application or implementation
of these theories provides assistance to the organisations in countering the most prominent
organisational issues in an effectual way so that they do not negative consequences for the
company in the long run (Comeig, Del Brio and Fernandez-Blanco, 2014). In this relation, as per
the situational analysis, it has been identified that the main issues that have been arising within
the confines of Fatisa Cafe Pizzeria are lack of marketing efforts together with increasing
preferences for healthy food choices within people of United Kingdom. Thus, to deal with these,
company is applying a number of approaches or theories which are explained in detailed manner
as follows:-
Analytical approach: As an analyst, it is very crucial for an organisation to have the
affirmative ability to look deep down into the minute details of an issue that is prevailing within
the confines of an organisation. In this regard, the 2 most prominent issues that have been
prevailing within Fatisa Cafe Pizzeria are acknowledged as being ineffective marketing efforts
and shift of consumers towards healthy food offerings. In context of these issues, the application
of this approach will provide assistance in determination of the complex situation that may arise
as a result of prevalence of these issues together with the ascertainment of facts that are available
with the concerned organisation as a result of carrying out the situational analysis of Fatisa Cafe
Pizzeria. With the assistance of Analytical approach, an entity can easily break an issue into
smaller divisions, thereby looking upon them as aspects essential to take decisions for resolution
of the problem (Cleden, 2012). This will assist in resolving the 2 main issues that are existing
within the premises of concerned pizzeria.
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Justification
With the application of this approach, the concerned company will be able to resolve the
2 issues ascertained with the help of situational analysis. Marketing issue can be resolved
through posting regular updates over the company’s social media channels. Besides this, the
issue related to lack of healthy offerings can be resolved by introducing a new range of products
that have less fats and calories content (Ferraro, 2012). This will assist in gaining the attention of
people towards Fatisa Cafe Pizzeria and ensuring its long term sustainability within the confines
of market place.
Positive approach: In accordance with this approach to resolution of an issue, it can be
said that hereby, the main intent of an enterprise is to deal with the issues arising within the
entity with a positive mind frame. In this relation, it will not be wrong to state that this approach
provides assistance to an organisation in dealing with the most complex issues with a calm
mindset bearing in mind the fact that resilience is the key to resolve the biggest of the challenges.
This will instil a sense of positivity within the operations and functions of the organisation
(Gemino, Reich and Sauer, 2015). With the help of this approach, an entity can bring about a
significant change within the functioning enabling the success of development plan in future
context of time.
Justification
In relation to Fatisa Cafe Pizzeria, it has been determined that the marketing strategy of
the company has not been effective enough to tap the attention of people in an effective manner.
As a result of this, the customers are showing lesser interest towards the offerings of this entity
as they are not much aware about the company and its products. Further, a large number of
customers are shifting their food choices to organic and healthy offerings. With respect to these,
it has been analysed that Fatisa Cafe Pizzeria needs to have a positive approach towards the
issues so that the cafe management can deal with them in an effective manner.
Risk assessment
The key issues prevailing within the confines of an enterprise tend to give rise to the
emergence of risks which can affect the functioning and sustainability of the corporation in the
long run (Kendrick, 2015). In this relation, the top management of Fatisa Cafe Pizzeria is
undergoing the risk assessment in order to gain knowledge of the probability and impact of the
risks probable to occur within the respective cafe.
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Probability and Impact Risk Score
Probability of occurrence of risk Negligible Minor Serious Critical
Frequent Low Medium High High
Probable Low Medium Medium High
Remote Low Low Medium Medium
Improbable Low Low Low Low
Likelihood
Risks Consequences
Time Cost
WHS
impact
Lower Productivity Affect the brand name and goodwill H H H
Ineffective marketing
efforts Lesser awareness among public H H M
Substitution of products Downfall in the sales H M L
Risk of downfall Shutdown and loss of business
operations M L L
Stakeholder analysis
Stakeholder analysis can be acknowledged to be the process with the help of which an
entity can identify those individuals who are affected and tend to themselves place an impact
over the operations and strategy of a company. In this relation, the various stakeholder groups of
Fatisa Cafe Pizzeria are acknowledged to be customers, employees, management, investors,
vendors, local community and government (Newton, 2015). Thus, it becomes important for the
corporation to manage the interests and powers of such stakeholders so that support can be
gained from them. For this, stakeholder mapping is done through the application of Power-
Interest matrix.
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Figure 5: Stakeholder analysis
As per above diagram, it can be said that it is important to categorise the stakeholders in
accordance with their power and interest so that the strategy to manage them can be effectively
applied. Thus, looking upon this, the entity has categorised the stakeholders as per the matrix
presented below:-
Figure 6: Stakeholder Analysis of Fatisa Cafe Pizzeria
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SPECIFIC PROJECT AND DETAILED PLAN OF ACTION
Specific Project
Fatisa Cafe Pizzeria has identified the 2 most prominent issues being lack of marketing
initiatives and growing preference of people towards the health offerings. To deal with these and
to build the position of cafe within the market, the management has decided to come up with a
project which would be aimed at launching healthy and less calorie offerings to customers and
doing aggressive marketing for the same. This project is being brought up by the entity looking
upon the decline in sales that have been noticed in the company over the course of time owing to
the ineffective marketing efforts taken up by it in last some years. The website and social media
platforms of the organisation over the course of time have been incapable of appealing to the
large base of audience. Thus, the new project of Fatisa Cafe Pizzeria seeks to bring about
changes within them so that more and more people can be attracted towards the offerings of the
respective cafe. This will inflate the scale of operations of the cafe, assisting it in sustaining in
market place for a considerably long period of time in future context.
Project aim: “To recognise the problems within the company and resolve them for the
development of business operations of Fatisa Cafe Pizzeria.”
Objective:
 To determine the impact placed by current business operations over organisational
performance.
 To determine the market demands and provide products accordingly.
 To determine the approaches that can be applied for improvement of business conditions.
Risk assessment: It is very important for a company to timely assess the risks in order to
address them in due course of time. In this relation, Fatisa Cafe Pizzeria is assessing the risks for
the project by executing risk assessment procedure which consists of 5 stages which are, namely,
identification of risk, deciding the persons affected by it, assessment of risk, maintenance of
records and review (McNiff, 2016). As a result of this procedure, the entity will be able to assess
and control the risks in an effective manner.
Stakeholder analysis: The stakeholder analysis in relation to the specific project of
Fatisa Cafe Pizzeria is done as follows:-
Stakeholders Interest Estimated Estimated priority
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Project impact
Owner Avoiding unnecessary cost
Increasing profit margins
High –
Med +
1
Customers Their needs to be addressed
New product category catering
to their demands
Low +
Med +
3
Employees Empowerment opportunities
Long term retention
Med +
Med +
2
Suppliers Availability of raw materials
Timely payment of dues
High –
Med +
1
Detailed plan of action
The project being executed by Fatisa Cafe Pizzeria is aimed at development of business
operations of the concerned cafe in order to maximise the revenues as well as profits. In this
relation, it is quite important for the company to do effective planning so that the planned course
of action can be effectually executed. This will provide assistance to the organisation in deriving
the desired outcomes in terms of inflated revenues and profitability. This will even render aid in
inflating the scale of operating so that the respective cafe can gain the attention of a larger base
of audience. Thus, in relation to this, the management of this corporation realises the significance
of planning in advance the crucial components of the project like cost, scope, time,
communication etc. These elements of the project plan of Fatisa Cafe Pizzeria are discussed in
brief manner as follows:-
Cost: Money is considered as the life blood of a business. To carry out any activity, task or
project, the pre requisite is to make arrangement of funds. This is essential so as to ensure that
the entity does not go out of funds at any point of time during the execution of the project as this
would have a severe impact on the functioning as well as implementation of the project (Fleming
and Koppelman, 2016). Fatisa Cafe Pizzeria is launching new healthy offerings and capitalising
upon social media and website marketing for the same. For this, it will need extensive funds and
this requirement has been met by the company by taking a loan from the bank.
Scope: Scope can be defined as the extent of the project in future context. In this relation, it has
been identified that the current project of Fatisa Cafe Pizzeria to launch healthy offerings and
leveraging social media and website marketing for promoting them has a wide scope. This can be
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said because the execution of this project will provide assistance to the entity in increasing its
customer base and revenues in the long run (Eskerod and Jepsen, 2016). The project will
enhance the capability of the cafe to gain the attention of large number of persons and satisfy
them with organisational offerings.
Time: This can be defined as the indefinite continued progress of existence of an activity or task
until the achievement of goal or elapse of pre defined schedule of time. Time is considered as
one of the most crucial elements of a project (Burke, 2013). In this relation, it has been decided
that the time period for the project of Fatisa Cafe Pizzeria would be 3 months. Within this time,
the respective cafe will launch the new offerings and try to create awareness about the same with
the help of website and social media marketing. This will assist the entity in appealing to public
in an effective manner.
Communication: This is yet another important component of a project. For a project to be
executed in an effective manner, it is important that the project stakeholders communicate with
each other properly to exchange important piece of information related to the project (Bucero
and Englund, 2015). This will provide assistance to Fatisa Cafe Pizzeria in launching the healthy
offerings and conducting the marketing activities in an effective manner.
Tools and techniques:
WBS: This can be defined as the division of activities of a project into sub tasks. This
provides assistance in effectively executing all the activities of the project and ensuring that the
project yields the desired outcome as expected while initiating the project (Kerzner and Kerzner,
2017). This is a tool which divides the whole project into manageable and accomplishable tasks
for the ease of the project members. The project of Fatisa Cafe Pizzeria will also be divided into
sub sections in order to ensure that the project is attainable in the decided time span of 3 months.
CPA: This can be defined as the overall progression of an activity or a project. In this
relation, Fatisa Cafe Pizzeria will carry out this analysis in order to gain knowledge of the
progress of the project aimed at launch of healthy offerings and extensively promoting it. This
analysis makes use of a simple network analysis with a view to provide assistance to the
concerned project manager in dealing with the complex and time sensitive operations of the
project.
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Gantt chart: This is defined as a horizontal bar graph that exhibits a project plan together
with the activities of the project. In other words, it can be stated that this tool is a simple
representation of activities executed by Fatisa Cafe Pizzeria for the project.
CONCLUSION
According to the above report this has been concluded that, in order to conduct
operations of business in a feasible manner entity is required to undertake use of effective
strategies before undertaking any operations. In this they are require to evaluate different factors
that are prevailing in external and internal business environment. It will allow company to
undertake effective actions as well as measures through which they can increase their overall
business growth. In this by undertaking SWOT and PESTLE analysis entity can conduct
effective situational evaluation through which that can identify problem and can further
overcome this with strategically measures that encourage them towards high profitability. In
addition to this with the advantage of risk assessment matrix, company can identify various
factors that are posing risk towards entity business operations and further overcome them with
detailed action plan. Along with this, with the use of WBS and Gantt chart entity can undertake
actions in appropriate manner. With the help of these measures company can ensure their long-
term sustainability in respective market segment while maximizing profitability earnings ratio.
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