Green Health Restaurant: Comprehensive Business and Marketing Report

This report presents a business plan for a new healthy restaurant, 'Green Health,' in London, focusing on the needs of health-conscious consumers. The introduction highlights the restaurant's potential, emphasizing its location near schools to attract parents and children, and the growing demand for healthy food options. The main body includes a PESTLE analysis, examining political, economic, social, technological, legal, and environmental factors affecting the business. It also utilizes Porter's Five Forces to assess industry competitiveness, considering competition, new entrants, supplier power, customer power, and substitute products. Furthermore, the report identifies the target market, emphasizing the advantages of a school-adjacent location and the opportunity to promote healthy eating habits. The conclusion summarizes key findings, emphasizing the importance of planning, market analysis, and adapting to customer demands for the restaurant's success. The report suggests further steps, including menu and interior design considerations.

STARTING A BUSINESS
AND FUNDAMENTALS OF
MARKETING

TABLE OF CONTENT
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
External environment..............................................................................................................................3
Competitiveness of the industry..............................................................................................................5
Target market..........................................................................................................................................6
CONCLUSION...........................................................................................................................................7
REFERENCES............................................................................................................................................9

INTRODUCTION
The idea which would be consultant to the entrepreneur is restaurant is a great idea for a
place like London for the business to start. There is a need by the customers for healthy diet
restaurants in the city which is why there is a high scope for the business to grow. The location
which would be good for the restaurant would be near school so that the parents and the kids can
get attracted easily. This is going to be successful because the customer’s needs and demands
are shifting and it is very essential for the company to follow that so that there is better
functioning and high revenue for the restaurant. Green health is the name which the restaurant is
coming up with so that they can make sure that the customers can trust the new brand with
healthy diet for the customers. The report would consist of the competitive analysis, external
environment of the restaurant and the target which the company will be targeting for so that they
can get a place for themselves in this competitive market.
MAIN BODY
External environment
It is very essential for the businesses to understand the external and internal environment
so that the decisions in the organization can be taken accordingly which is a very essential factor
for the company. There are a lot of factors which can impact on the restaurant as well which
have to be dealt with effectively so that the restaurant can function smoothly in the market. The
PESTLE analysis will help the Green Health restaurant to understand the external factors which
would impact on the company (Peltola, 2019).
Political Factors
There are taxes which have to be followed in the restaurant accordingly to the
governmental policies. The cleanliness standards of the restaurant have to be done and the
quality of the food has to be maintained as well in the organization so that there is a better
functioning. Safety rights of the employees have to be imposed and trade restrictions which the
government has put in the country will come in later when the green health restaurant wants to
expand themselves in other countries (Deepak and Jeyakumar, 2019).

Economic Factors
The economic stability is the highest in United Kingdom therefore the infrastructure and
the lifestyle of the people is high therefore it is very important for green health restaurant to
match that expectation of the customers (Morah, 2019). There are minimum wages which are
being paid to the employees of the restaurant which is going to be a great advantage for the
restaurant to make profits.
Social Factors
The environment of the restaurant and the services to the customers have to be friendly
and matching the expectations of the customers so that the result of the company can be better.
The living and culture of United Kingdom is modern which have to be followed by the restaurant
as well so that they can match up to the expectations of the restaurant. The population is
increasing and so is the competition in the market which is why the customers of green health
will get the best quality of food and a healthy diet which is the new trend in this industry and is
being followed by the restaurant which is going to be a great advantage (Mitchell, Madill and
Chreim, 2016).
Technological Factors
There have to be promotions which have to be done by using technology and United
Kingdom is very friendly with technologies therefore using these in the restaurant is also going
to be very effective. The company can use more technologies so that they do not have to hire
many employees and the company will be able to have a better functioning and records for
themselves.
Legal Factors
It is very important for the company to follow the customer’s rights and the employees
right in the restaurant so that they can function smoothly and effectively which is going to make
the restaurant expand them in the area and get a better market share. It is very important that the
employees are getting a fair treatment and a fair environment in the restaurant to work so that
they can get a competitive advantage in the company.

Environmental Factors
To make the climate not affect the restaurant much there is going to be home delivery in
case the customers are not being able to reach to the restaurant so that the company can get more
customers in the company (Pacheco-Torgal and et.al., 2016). The waste of the restaurant will
have to be disposed off well and there are no environmental harm which the restaurant can put.
Competitiveness of the industry
To understand the competitive market the restaurant will have to use porters five forces
which will help the company to understand the market and make the decisions for the company
accordingly which is going to be very good for a long run in the market.
Competition in the industry (High)
The competition in the market is high but that can be overcome by providing the
customers with a healthy diet but this can not continue for a long run because the competitors in
the market are shifting their products to a healthier diet as well (Bamata, Govender and Fields,
2019). This can be a threat for the company but once the company has loyal customers in the
company this will not be a problem.
Potential of new entrants into the industry (High)
There are a lot of restaurant which come up in London which is why there is a high risk
for Green Health restaurant to start them in this city but the location the restaurant has selected is
going to be a great advantage for the restaurant. There is not too much investment which is
required to start a restaurant in London but just the right place to start it therefore there are a lot
of restaurants which are coming up in London.
Power of suppliers (Low)
The power of suppliers is going to be low in Green Healthy restaurant which is because
there are a lot of suppliers in the market and the company can decide their own suppliers
accordingly. The quality of the products has to be good therefore the suppliers also have to be

picked accordingly by the company and this power is in the hands of the restaurant (Kropff,
Neate and Pilgrim, 2019). Bulks are required to start a business therefore the restaurant will be
able to get the right supplier in the company which is not being dependent on for all the products
of the company so that the suppliers can be shifted from one to another which is going to be very
helpful for the restaurant.
Power of customers (Medium)
The company will have to get loyal customers in the restaurant so that the threat of new
entrants is not much in the company and the company will be able to have a strong customer
base for themselves which is a very important factor for Green Health. The prices of the products
are going to be low initially so that the customers can be attracted and slowly the prices of the
products can increase so that the company can make a better profitable margin for themselves in
the market.
Threat of substitute products (Medium)
There are a lot of industries which can copy the products and services of green health but
if the customers get loyal to this brand then it is not going to be a threat for the restaurant for a
long run in the market. The experience of the customers has to be good in the restaurant
otherwise shifting from one restaurant to the other the customers will not take time to do that.
The industry has to work according to the customers otherwise the restaurant will not be able to
function effectively in the market and the profit Green health restaurant expects will not be
achieved in the market (Papagiannis, Alghamdi and Michaelides, 2017).
Target market
It is very essential for the restaurant to have a targeted plan for them so that they can get a
place for themselves in the competitive market in the future. There are a lot of decisions which
will have to be taken by the company so that they can satisfy the customers in the location. The
target area is near a school which is a great place to start from for this restaurant because there is
a lot of scope for the company to get a better targeted audience (Pierce and DellaPorta, 2016).
There are a lot of factor which have to be worked for the entrepreneur who wants to start this
restaurant so that they do not find it difficult to capture the market when Green health restaurant

starts in the market. The parents want the kids to eat healthy food therefore opening this
restaurant in this area is going to be profitable for the entrepreneur for a long run. The parents
who come to pick the kids from the school will also stop by so that they can pick up healthy food
or snacks for the kids so that they can remain healthy. The kids prefer junk food which has to
stop therefore this is going to be a great advantage for the restaurant. Though the kids might not
like it but the teachers in the campus and the parents are going to encourage their kids to come to
this restaurant to eat and that is going to make the restaurant have a better customer base for us.
There is no other restaurant near this restaurant that can come in the competition and that is
going to be a great advantage for the company (Saarela and et.al., 2018).
Though this is a area which is in the city which can attract more customers in the evening
but as for the promotions for free this area is going to be safe for the restaurant to open. Word of
mouth by the parents is going to be a great thing for green health restaurant to function in this
area and there are a lot of customers which are going to get attracted in this place which is a great
idea for the company (Patel and Patel, 2017). There are a lot of restaurants in London but they
are not focused on the health of the customers and they are providing junk food for low price to
the customers which is attracting a lot of customers to take that but green health is going to
change that for the people and they are going to receive healthy food at low price so that they can
remain fit and healthy which is good for themselves for a long and healthy lifestyle. Though
services are going to take time to reach the customers than the junk food but the wait will be
worth it so that the customers can remain healthy (Skripak, 2016).
CONCLUSION
From the above report it can be concluded that it is very important to plan the project
before it starts and to analysis the internal and external factors which can have a major impact on
the functioning of the company so that the decisions of the organization can be made
accordingly. PESTLE of green health restaurant helped the company to plan their functioning in
the market which can make the company function smoothly. Opportunities for the restaurant are
that they will be able to meet the trends and the demands of the customers in the market which
can be a great advantage for the company which is a very good factor for the company. Threats

like competition in the market can be worked upon by the company so that they can get a better
base for themselves in the market. The next step for the business plan is to decision upon the
menu and interiors of the restaurant so that the standards of the customers can be maintained by
the company and the company will be able to have a strong stand for themselves in the market.

REFERENCES
Books and Journals
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external finance by small and medium enterprise start-ups. Problems and Perspectives
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Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation Publishing.
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start-ups in developing countries.
Mitchell, A., Madill, J. and Chreim, S., 2016. Social enterprise dualities: implications for social
marketing. Journal of Social Marketing.
Morah, E.I.M., 2019. BUSINESS-TO-BUSINESS (B2B) MARKETING. Contemporary Issues
in Marketing: Principles and Practice. p.280.
Pacheco-Torgal, F and et.al., 2016. Start-up Creation: The Smart Eco-efficient Built
Environment. Woodhead Publishing.
Papagiannis, F., Alghamdi, F. and Michaelides, Z., 2017. Entrepreneurship and Innovation in E-
Business. International Journal of Recent Scientific Research Research. 8(10).
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Patel, L.Y. and Patel, A.D., 2017. 17 Starting and Developing. The SAGES Manual of Robotic
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Peltola, O., 2019. Future of marketing: comparing the marketing of small and large businesses.
Pierce, C.E. and DellaPorta, C.D., 2016. Marketing and Entrepreneurship.
Saarela, M and et.al., 2018. Growth management of eHealth service start-ups. Journal of
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Skripak, S.J., 2016. Fundamentals of business. Virginia Tech.