Business Case Study: Analyzing Foodie Flavor Restaurant's Strategy

This case study examines the business plan for Foodie Flavor, a new restaurant aiming to serve high-quality, healthy food and drinks in London. It details the industry, location, and target customers, emphasizing market research methodologies, including primary, secondary, qualitative, and quantitative approaches. The assignment addresses an ethical dilemma concerning advertising with a website accused of unfair labor practices and the importance of employee treatment. It also covers relevant employment laws, such as equality and diversity laws, and identifies key business assets, liabilities, and financial aspects. The case study concludes by discussing the company's expenses and gains. This comprehensive analysis provides insights into the challenges and opportunities of starting and running a small business, particularly in the food and beverage industry.

BUSINESS CASE
STUDY

Contents
INTRODUCTION...........................................................................................................................................3
TASK 1..........................................................................................................................................................3
TASK 2..........................................................................................................................................................4
TASK 3..........................................................................................................................................................6
TASK 4..........................................................................................................................................................7
TASK 5..........................................................................................................................................................7
CONCLUSION...............................................................................................................................................8
REFERENCES................................................................................................................................................9

INTRODUCTION
Small businesses are referred to those private owned companies, sole proprietors and
partners that have less number of employees and less revenues & profitability than an average
sized business. In these kinds of firm, limited workforce works together so that organizational
goals and targets can be acquired in a proper manner. To pursue these businesses, appropriate
analysis of market is required. In this analysis, present and potential future situation is analyzed.
Business opportunities are acknowledged in accordance with the needs and requirements of the
clients (Baden-Fuller and Morgan, 2010). This present assignment is going to cover all essential
aspects which are related with initiating a new business. Also, those factors which possess a
considerable impact on business working are discussed. At last, different laws to protect the
rights of employees will be mentioned.
TASK 1
Summarizing the business in terms of industry, location and target customers.
New business that will be introduced in market is a restaurant. This business plan will aim
to satisfy the requirements of customers related with food and beverages. As the restaurant is
going to offer high quality food and drinks in affordable price but without compromising with
taste, it seems that business is going to achieve high popularity and market shares. Hence,
initiating this kind of business will lead the company towards advantageous opportunities.
Industry- Businesses associated with food and beverages are very popular, as food is a
basic need which is essential for human survival. But this business industry changes at a fast
pace due to the changing needs of customers. These customers are generally teenagers, adult and
youth which prefers of eat healthy and new dishes and drinks. In order to start a new business,
assets like employees, funds, resources and knowledge about customers is required. Restaurant is
going to be open in London, UK. This city has millions of people with disposable income. In
order to understand the eating habits of people, a proper market analysis will be carried out with
the help of business canvas model (Chua and Rahman, 2011). The selected location for this new
business will be advantageous because people in London are financially stable and prefer to
spend on eating fast and healthy food. Business canvas model will benefit the company in
providing good products and services to customers according to their requirements.

Name of business: Name of new business is Foodie Flavor where healthy food and
drinks will be served to the customers in according to their choice. As provided food and drink
will be healthy, it is not going to compromise with taste. Reason behind this name is to attract
those people which likes to eat different kind of dishes. Company is going to earn customer
loyalty and brand image by offering high quality of products and services.
Visual identity: It is referred as the visual aspect of business which is formulated in
order to initiate experiences and feelings with the brand. Main aim behind this is to acknowledge
the expectations of consumers by collecting required data. Foodie Flavor is going to provide
different kinds of complementary services to the customers so that high sales can be acquired.
Visual identity for the restaurant will be their logo that will be attractive enough to grab the
attention of the customers (Dyllick and Muff, 2016).
Creating value: It is the extent up to which a service or good is accepted by the
consumer according to their specification and requirements. Value depends upon the willingness
of customers to spend on a particular service or product. This new business will develop
customer value by offering high quality dishes, meals and drinks and celebration halls which will
be booked by people for different occasions like wedding, birthday party or official party etc. It
is going to be a good business plan as all the dishes and menu will be selected after analyzing the
choice of customers with the help of feedbacks and surveys. In order to create business value,
below mentioned aspects can be considered:
Social value: It can be created by considering the choice of customers in a sincere way.
Environmental value: By creating a brand image which will emphasize on safety products that
will keep environment clean and green.
Equality: Appropriate response will be given to the calls and queries of customers. Rich and
poor customers will be given equal treatment. Employee will not be discriminated on the basis of
their job position (Joslin, 2015).
TASK 2
Market research to develop business

Market research- It will benefit the restaurant owner in understand the choices and
expectations of people residing in London. With the help of market research, strategies of rivals
can also acknowledge. Market research will help Foodie Flavor in providing desired satisfaction
to the customers.
Primary research- In this research, fresh data and information is collected which is not
used by anyone before. It is carried out by with the help of interviews and surveys. In case of
Foodie Flavor, primary research will benefit in understanding changing needs of customers in a
proper manner. It will help the restaurant in gaining competitive advantage over rival companies
(Maharaj and Brown, 2015).
Secondary research- In this research, information is collected with the help of books,
internet, magazines, online journals etc. This research is time and cost saving as all the
information can be gathered in a shorter time period.
Qualitative research- This research will be carried out with the help of pictures and
words. It will help in understanding the behavior of customers in a deep manner. As Foodie
Flavor is planning to gain attention of large number of customers this research will be carried out
by taking direct interviews of people. With the help of interviews, required modifications can be
carried out in the products and service which are offered by the restaurants to customers.
Quantitative research- It will be carried out with the help of mathematical and statistical
data gathering methods. Here the required information will be gathered by analyzing facts and
figures. If the company wants to know their potential customers, then this kind of research will
be very useful before starting a business. By this research, income capacity and customers
interest can be properly known which will be very advantageous for foodie flavor (Mason and
Harrison, 2015).
Hence Foodie Flavor can take help of primary research so that company can know the
requirements of customers in a clear and direct manner. In this research, answers to complex
queries can be acknowledged in a clear manner by which Foodie Flavor will acquire competitive
advantage.

TASK 3
Ethical dilemma is a situation in which a company faces confusing of choosing right choice.
There are different situations in which a firm have to choose between right or wrong alternative.
Wrong decision can benefit the company for short term but to gain long term advantage, it is
beneficial for company to go for right choice even if it is complex. Foodie Flavor is getting a
chance to be advertised and promoted by a famous website in discounted price. But problem with
this website is that it has been charged with treating its workforce poorly by discriminating,
harassing and bullying them. As this website has connectivity with thousands of customers, it
can help Foodie Flavor in enhancing their sales and customer base without paying high amount.
Working with this popular website can impacts the minds of employees in Foodie Flavor. This is
because of the accuses which are faced by company (Morecroft, 2015). This can have reduced
their work performance and demotivate them while performing business operations. Also, if
customers will get to know about the accuses which are faced by that website, it will also impact
the brand reputation of Foodie Flavor restaurant. Working together with website can impacts the
performance of employees. Not working with them can results in high investment in promotion
and advertisement.
This dilemma can be resolved by the manager in Foodie Flavor by not working with the
website which has offer promotions at discounted rates. Workforce is the major asset of the
company. If employees will not be comfortable while working in restaurant, they will not be able
to satisfy the demands and requirements of customers in a proper manner. Having good
promotions is not going to help company in satisfying customers, hence, Foodie Flavor have
decided that they will not take any help of popular website. As company has the value of
considering the needs and requirements of customers in sincere manner, satisfied customers will
also promote their restaurant to their knowns, family and friends. Another value of company is to
treat employees in a right and equal manner due to which a positive work environment will be
sustained within company.
Another case related with bullying and discrimination which have taken place in UK is about a
women named Ms C Spragg which was spied by the employers of company. She was denied
opportunities to excel her career as she was black in color. She faced discrimination on the basis
of color. To gain justice she filed a case against her employers and win it to overcome

harassment, victimization and discrimination which were done by the company (Plamenatz,
2017).
TASK 4
As company is going to hire two workers on zero-hour contract, there are some laws which
will be followed by business owner of Foodie Flavor so that all the work can be performed in an
organized manner. In this respect, equality law and diversity law are mentioned below:
Equality law: As per this law, no company or employer can discriminate with their employees
on the basis of color, caste, religion, gender, financial status etc. This law protects the welfare of
employees in a proper manner. By this law, chances of facing discrimination while performing
business activities can be highly reduced. Employers in Foodie Flavor can also adopt this law so
that all the employees can work in a comfortable manner without facing any partiality. Without
this law, employees will face discrimination due to which their working productivity will reduce
(Shallish, 2015).
Diversity law- It is related with the valuing, respecting and recognizing the
dissimilarities among different individuals which are working at same place. It law accounts for
disadvantages and inequalities. It will benefit Foodie Flavor in facing difficult situations in a
proper manner. This law will respect the opinions of different workers without judging their
identity due to which all the work will be carried out in a proper manner.
Manager in restaurant is required to give equal rights to all the employees so that they can
share their opinion and views about the services offered by them in a clear manner. This will
help the restaurant in carrying out required modifications due to which customers will be more
satisfied and sales will increase. Foodie Flavor can emphasize on hiring trained and qualified
workforce. This will help in satisfying the demands of customers in a proper way. If employees
will not be treated equally then it can result in mismanagement of work due to which revenues
and profits of company will face loss (Suri, 2011).
TASK 5
Business assets- These are the equipment and resources of business which assist in
organized work. An asset can involve plant, machinery, employees, funds or other thing which

have a definite value in market. For Foodie Flavor, assets will be employees, machines to
prepare food and drinks, raw material etc.
Business liabilities- It is related with the financial value of business within marketplace.
It involves capital and financial debts that are raised by a company during financial year. For
Foodie Flavor business liabilities will be the debt transactions which are carried out by the
company.
Expenses and gains- These are the funds attained by the company and the profits receive
by company by serving their customers. Main expenses of company will be due to the machines,
raw material and furniture at Initial stage of business. Gains will be the revenue earned form
sales. To increase gains, company can offer discounts to its customers (Williams, 2011).
To overcome the issues associated with cash flow, manager in company can formulate a
budget which will helps in understanding the amount of funds required for a particular activity.
By this, restaurant can manage savings in higher cash months.
CONCLUSION
From above mentioned report, it has been concluded that to achieve business success, it is
essential for the business owner to conduct a proper analysis. This will reduce the chances of
business failure for company. If company will use its resources in a proper manner, this will help
the them in gaining competitive advantage over rivals. For analysis purpose, company can either
choose primary or secondary research depending upon the requirements of the company. This
will help in managing business risks due to which high revenues can be easily earned.

REFERENCES
Books and journals
Baden-Fuller, C. and Morgan, M.S., 2010. Business models as models. Long range planning.
43(2-3). pp.156-171.
Chua, F. and Rahman, A., 2011. Institutional pressures and ethical reckoning by business
corporations. Journal of Business Ethics. 98(2). pp.307-329.
Dyllick, T. and Muff, K., 2016. Clarifying the meaning of sustainable business: Introducing a
typology from business-as-usual to true business sustainability. Organization & Environment.
29(2). pp.156-174
Joslin, C. G., 2015. Marriage Equality and Its Relationship to Family Law. Harv. L. Rev. F..129.
p.197.
Maharaj, S. and Brown, I., 2015. The impact of shared domain knowledge on strategic
information systems planning and alignment. South African Journal of Information
Management. 17(1). pp.1-12
Mason, C.M. and Harrison, R.T., 2015. Business angel investment activity in the financial crisis:
UK evidence and policy implications. Environment and Planning C: Government and
Policy. 33(1). pp.43-60.
Morecroft, J. D., 2015. Strategic modelling and business dynamics: A feedback systems
approach. John Wiley & Sons.
Plamenatz, J., 2017. Diversity of rights and kinds of equality. In equality (pp. 79-98). Routledge.
Shallish, L., 2015. " Just How Much Diversity Will the Law Permit?": The Americans with
Disabilities Act, Diversity and Disability in Higher Education. Disability Studies
Quarterly. 35(3).
Suri, H., 2011. Purposeful sampling in qualitative research synthesis. Qualitative research
journal. 11(2). pp.63-75.

Williams, S.L., 2011. Engaging values in international business practice. Business
Horizons.54(4). pp.315-324.