Expanding Catering Business Through Market Research: Delhi Orchid

This report investigates the pivotal role of market research in the expansion of catering businesses, with a specific focus on the Delhi Orchid Restaurant in London. The study delves into the significance of market research in understanding consumer needs, identifying competitors, and analyzing market trends. It explores how market research facilitates the development of effective business strategies, particularly in the context of a competitive landscape. The research employs a qualitative methodology, including thematic analysis of interviews with restaurant managers, to assess the impact of market research on business growth, including factors such as revenue generation, customer satisfaction, and market share. The report also suggests practical market research tools, like social media analysis and business statistics, that the restaurant can leverage to gain a competitive edge and make informed decisions for future expansion. The findings highlight the importance of adapting market research techniques to the specific needs of the catering industry, to ensure long-term business success.

Role Of Market Research In Expanding The
Catering Business: A study on Delhi Orchid
Restaurant, London

ACKNOWLEDGMENT
I am thankful to all those individuals who have supported me by providing motivation
along with proper guidance in completion the dissertation with an appropriate manner. Firstly, I
owe my thanks to tutor who provided me a significant opportunity to undertake this dissertation
on an interesting topic. Furthermore, I am also grateful to my team members, participants along
with family who provided appropriate support in all possible accords in completion of
dissertation and generation of reliable outcomes.

ABSTRACT
There has been significant changes identified in growth and development of catering
business. Due to increase in competition among catering firms, role of market research has
significantly increased for attainment of greater returns as per the current market trends. In order
to analysis importance of market research within catering business, the present study is
scheduled To assess the role of market research in expanding the catering business: A study on
Delhi Orchid Restaurant. By considering the outcomes and findings of present assessment, the
management of Delhi Orchid Restaurant is able to apply distinct tools of market research as per
the distinct business requirement. This investigation also increases understanding of different
elements of market research. Therefore, different objectives are developed that include
assessment of importance of market investigation, identification of factors which are considered
by catering firm in business expansion process and role of market research in growth and
development of Delhi Orchid Restaurant.
As per the objectives of investigation, this research has selected an appropriate research
methodology that has direct impact on outcomes of invesitigation. As per the qualitative nature
of study, different tactics such as qualitative method, descriptive research design, interpretivism
philosophy and deductive research approach have been selected by investigator. Researcher has
applied both primary and secondary sources for collection of wide range of data. A sample of 10
managers who are working in Delhi Orchid Restaurant has been taken by using non-probabilistic
sampling. Thematic analysis is carried out to examine views of manager in the context of market
research. As per the finding of primary and secondary assessment, it has found that market
research facilitates wide range of data associated with consumer needs, number of rivals, current
trends in food production, creative services, culture and traditions along with effectiveness of
different marketing tools through which management is able to develop appropriate business
strategies as per the distinct needs of catering business. Use of social media and blogs along with
business dynamic statistics have been suggested by researcher as appropriate tools for market
research.

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................6
1.1 Background of the study........................................................................................................6
1.2 Rationale for the study...........................................................................................................7
1.3 Research aim..........................................................................................................................9
1.4 Research objectives................................................................................................................9
1.5 Research questions.................................................................................................................9
1.6 Chapter structure..................................................................................................................10
CHAPTER 2: LITERATURE REVIEW ......................................................................................12
2.1 Introduction..........................................................................................................................12
2.2 Definitions...........................................................................................................................12
2.3 Importance of market research in catering business expansion ..........................................13
2.4 Important factors considered by company while expanding and marketing its catering
business......................................................................................................................................15
2.5 Identifying the impact of market research on growth and development of catering business
...................................................................................................................................................18
2.6 Conclusion...........................................................................................................................20
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................1
3.1 Research type.........................................................................................................................1
3.2 Research design ....................................................................................................................2
3.3 Research philosophy..............................................................................................................2
3.4 Research approach.................................................................................................................3
3.5 Data collection.......................................................................................................................3
3.6 Sampling technique................................................................................................................4
3.7 Data analysis..........................................................................................................................4
3.8 Validity and reliability of data...............................................................................................4
3.9 Ethical consideration..............................................................................................................5
3.10 Limitation of research ........................................................................................................5
CHAPTER 4: DATA ANALYSIS AND FINDINGS ....................................................................6
4.1 Introduction............................................................................................................................6
4.2 Results and analysis...............................................................................................................6
4.3 Conclusion...........................................................................................................................16

CHAPTER 5: CONCLUSIONS AND RECOMMENDATION...................................................17
5.1 Conclusion...........................................................................................................................17
5.2 Recommendation.................................................................................................................18
REFERENCE ................................................................................................................................20
APPENDIX....................................................................................................................................24

CHAPTER 1: INTRODUCTION
1.1 Background of the study
Hospitality industry has gained tremendous growth due to change and interest as well as
lifestyle of consumers. In addition to that globalization has led positive impact on overseas
business expansion to manage market competition. In this context, catering businesses have also
maintained significant growth as per the positive trends of hospitality business (Brace, 2008).
The catering is termed as business in which an organization or an individual vendor provides
different kinds of food products and food related services on different sites such as hotels,
restaurants, houses, etc. The importance of catering has been grown significantly due to increase
public and business occasions or events including business meetings, conferences, exhibitions,
special events, weddings, and other social occasions. In addition to food services, several
caterers also provide other services like decoration, music and other activities of events. This
element has influenced occurrence of various small, medium and big catering organization
(Witell, Kristensson, Gustafsson and Löfgren, 2011). The emergence of new companies and
catering or event firms is played significant role to increase competition level among different
organization. This market situation is considered as most important element that influences firm
to expand business in new market.
In this regard, the present research is carried out to assess the role of market research in
expanding the catering business by focusing different business operations and strategies of Delhi
Orchid Restaurant, Richmond, and London. As per the outcomes of present investigation,
researcher is able to assess role and application of different market research tactics for catering
business as per the long term and shot term business goals (Gustafsson, Herrmann and Huber,
2013). It also assists management of a catering organization to assess competitive edge over
other companies. This investigation also examines different factors of business expansion
process through which business entity is able generate appropriate returns by expanding business
in new markets and fields. By considering several elements of market research, catering
organization can generate appropriate returns through increased growth rate.
Background of company
For completion of several tasks of investigation, Delhi Orchid Restaurant, Richmond,
London has been taken as an organization by researcher. It is one of the most popular Indian
restaurant in Richmond, London associated with catering business and offering wide range of
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Indian food services, clearing and other supportive services. It is a new venture of to Richmaond
that serves wide range of authentic Indian cuisine with modern twist. This restaurant is paying
major attention on the North Indian food (Delhi Orchid, 2015). For managing taste and quality of
food, Delhi Orchid has some senior chefs who have experience of several years in Indian cuisine
and other food products. Restaurant is having some signatures dishes that provide it competitive
edge over other companies or Indian restaurants such as Orchid Murg Masala, Orchid Mix Non-
veg Platter etc. All these Indian foods have managed distinct image of organization in catering
business.
Delhi Orchid is located at Patersham Road in Richmond near the River Thames. This
restaurant is fully licensed, air-conditioned with efficient workers and having capacity to handle
events within restaurant up to 50 people. It provides a variety of catering services for various
events. Apart from that growth hospitality sector and increase in demand of catering services
have been played important role in emergence of various other organizations associated with
foodservice. This thing has increased competition among companies and other food chains
(Delhi Orchid, 2015). Therefore, Delhi Orchid has paid extra attention on Quality and taste of
Indian food. In order to reduce the impact of growing competition, business entity is tried to
expand business new emerging markets with new products and services (Patino, Pitta and
Quinones, 2012). In this context, the present investigation is tried to assess role of market
research that is considered as a most important segment of business expansion.
1.2 Rationale for the study
 What is the research issue?
The research has carried out for examining the role of market research in expanding the
catering business with reference to management practices of Delhi Orchid Restaurant. The
present research is tired to assess different elements of market research that assist organization in
business expansion in order to handle market competition. This research has paid extra attention
for application of different tactics of market assessment through which organization associated
with catering business is able take appropriate strategic business decision related to business
expansion.
 Why is it an issue?
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There has been significant changes identified in lifestyle and interest of people in past
few decades. It has greatly influenced requirement of hospitality services along with role of
catering business in facilitation of food related to other services (Aaker, Kumar and Day, 2008).
In this regard, the present investigation is mainly focused on Indian Cuisine and Indian restaurant
Therefore, market research is considered as a great tool to assess needs of consumers and several
figures associated with present market conditions. It also influences success of catering
organization along with expansion decisions of management. Therefore, the present investigation
is going to analysis importance market research in the process of expansion of catering business.
 Why is it an issue now?
It includes major issue that has been assessed by evaluating the current business practices
of Delhi Orchid Restaurant. On the basis of this, present research has identified that the Delhi
Orchid Restaurant is facing tough competition with various new emerging organizations in
cratering business. In order to handle market competition, business entity wants to expand
business in new emerging markets to grow revenue and profit of company. In this process,
organization tires to assess wide range of information such as interest of consumers, number of
competitors, demand of food services, etc. by conducting detail market research (Teece, 2010).
Therefore, the present provides significant information about importance of market assessment to
get success in expansion decisions of catering firm.
 What could this research shed light on?
The research has examined different aspects of market research through which
management of Delhi Orchid Restaurant is able to apply different concepts of market research to
take strategic decisions for business expansion with an appropriate manner. This investigation
also provides understanding several factors which are required to consider to expand catering
business of Delhi Orchid in new market. This investigation has highlighted the role of market
research in growth and development of catering business such as increase profit, revenue,
satisfaction of consumers, increase in market share etc.
1.3 Research aim
The primary motive of investigation is “To assess the role of market research in
expanding the catering business: A study on Delhi Orchid Restaurant” that assists researcher
in scheduling of various activities and objectives of research.
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1.4 Research objectives
The success of research is mainly influenced by objectives of investigation. The aim of
current research is to assess the role of market research in expanding the catering business: A
study on Delhi Orchid Restaurant. With reference to aim of research, some objectives have been
developed that assists researcher for carrying out the research work in an efficient manner. In this
regard, the objectives of present investigation are explained below:
 To evaluate importance of market research in catering business expansion.
 To determine factors considered by company while expanding and marketing its catering
business.
 To identify the impact of market research on growth and development of catering
business.
 To recommend effective ways through which Delhi Orchid Restaurant can carry out
market research for its business expansion.
1.5 Research questions
For attainment of goals of investigation, researcher has to provide some valid solutions
and outcomes by considering the certain research problems with an appropriate manner.
Therefore, it is essential for researcher in order to develop appropriate research questions that
provide assistance to investigator in handling of various tasks and activities (Hair Jr and et.al.,
2015). The present research tries to examine importance of market research to expand catering
business. As per the objectives, research questions are mentioned below:
1. How does market research play important role in expansion of catering business?
2. What are the factors considered by Delhi Orchid Restaurant while expanding and
marketing its catering business?
3. How does market research influence growth and development of catering business?
1.6 Chapter structure
For managing of various tasks of research in an appropriate manner, researcher is
required to consider several stages to fulfill all the aspects of investigation. With the help of a
systematic structure, an investigator is able to assess appropriate research outcomes as per the
aim and objectives. Therefore, the report for presenting research work is segmented into various
parts as described below:
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Chapter 1: Introduction
The section is termed as a most important aspect of research in which researcher
determines an overview and basic idea of research by explaining the background of investigation
along with organization's background. This section provides information about research
problems. In the context of present study, this section explains basis ideas about role of market
research in expansion of decision in catering business. The section of introduction enables
researchers to assess the rationale behind conducting a systematic investigation by focusing the
goals of investigation. It is one of the most important sections of study in which researcher
presents different elements and factors of investigation which are related to employee motivation
to influence the productivity of organization.
Chapter 2: Literature review and conceptual frame work
It is the second part of investigation in which researcher is carried out theoretical analysis
by considering the views of different researcher and analyzing the findings of past investigations.
The section is paying major attention on evaluating of various approaches and theories as the
objectives of investigation. The literature review is played most important role in particular
research work by providing the in-depth understanding of different elements that determine the
importance of market research in expansion of catering business.
Chapter 3: Research design and methodology
The next section of research work is research design and methodology. This chapter has
been addressed as a most important section of every research in which investigator examines
various research techniques and approaches which are appropriate in context of present
investigation. After analyzing pros and cons of different tools, research methodology considers
the most appropriate and reliable tools to help researcher to generate appropriate research
outcomes.
Chapter 4: Results, analysis and discussion
The fourth section of study is data analysis in which researcher applies several tools of
data analysis and evaluate a variety of data that has been assessed from primary and secondary
sources with reference to research topic. This is the reason that research work is greatly
influenced and affected by analysis and collection of data with an significant manner. It is
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essential for researcher to conduct a systematic evaluation and analysis of data through which
research can generate valid and reliable outcomes.
Chapter 5: Conclusion and Recommendations
Conclusion and recommendations are presented in last chapter of report. This chapter
provides an appropriate summary of different outcomes and findings that have been acquired by
conducting the detail analysis of information as well as evaluation of various facts and figures.
Moreover, this part also pays extra attention for providing different recommendations in order to
resolve different issues and business problems by considering the goals of investigation. With the
help of this portion, readers are able to understand outcomes of investigation without conducting
in-depth analysis of all segments of report and study.
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
Literature review is considered as a most vital part of research through researcher is able
to generate appropriate research by analyzing wide range of data such as views of different
authors and findings of past studies. This section provides in-depth knowledge and information
associated with aim and goals of research by conducting detail theoretical investigation. It is also
termed secondary evaluation in which researcher examines wide range of information that has
been gained from different sources such as books, journals, online blogs and past studies (Collis
and Hussey, 2013). The present investigation is tired to assess different aspects of market
research through which a catering organization like Delhi Orchid Restaurant is able to collect
wide range of data about consumers, competitors, suppliers, events, new emerging markets etc.
This approach provides significant benefits in order to promote business by providing wide range
of Indian foods. Through which management can develop various strategies and expansion plans
to expand business in new markets. It also discloses the significant of market assessment.
2.2 Definitions
According to Taylor (2008) “Market research is defined as a technique through which
organization gathers wide range of valuable information associated with different goods, recent
and upcoming trends in particular industry along with assessment of consumer’s demands. This
approach has been found most important tool for starting a new business, expansion of business
etc.”
Foskett and Paskins (2011) have defined the market research as an effective process
which is used to collect, analysis and interpret the information associated with particular market,
about a product and services, market competition, market environment etc. as per the aim of
market research. It can be carried out through primary and secondary sources of information.
According to Akrani (2013) “Business expansion is termed as a business strategy in
which an organization tires to obtain growth by increasing stores of company and establishing
business in new market. This approach has been found very effective to increase number of
potential buyers of different goods and services which essential for growth and development of
business.”
Brace (2008) has determined the business expansion as a process to influence a business
or an organization towards the growth by implementing more resources such as employees,
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