Business Decision-Making Report: Murano Restaurant Expansion Plan

This report provides a comprehensive analysis of the business decision-making process for Murano restaurant, focusing on its potential expansion in London. The report begins with an introduction to Murano and its current market position, followed by a detailed plan for collecting primary and secondary data through surveys and questionnaires. It outlines the survey methodology, sampling frame, and questionnaire design, along with the analysis of collected data using descriptive measures, including the determination of representative values. The report presents the outcomes from Murano's operations, including profit analysis over several years, and applies statistical techniques such as measures of dispersion, percentile, quartile, and correlation coefficients. The report incorporates graphical presentations and trend analysis to provide a clear understanding of the data, culminating in a business presentation and a formal business report. Additionally, it addresses project management aspects, utilizing information processing tools, preparing a project plan with critical path analysis, and employing financial tools for decision-making. The report concludes with references to the sources used.

BUSINESS DECISION-MAKING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................................3
TASK 1..........................................................................................................................................................3
1.1 Creating a plan for the collection of primary and secondary data.....................................................3
1.2 Presenting survey methodology and sampling frame........................................................................5
1.3 Designing a questionnaire for the business problem.........................................................................5
2.1 Determining the representative value by analysing the summary of data........................................7
2.2 Ascertaining outcomes from Murano’s...........................................................................................12
2.3/2.4 Determining the measures of dispersion/ Percentile, quartile and correlation coefficient on
the basis of Murano’s operations..........................................................................................................14
3.1 Graphical presentation of the gathered information.......................................................................15
3.2 Trend analysis..................................................................................................................................17
3.3 Business presentation for Murano..................................................................................................19
3.4 presenting a formal business report................................................................................................28
TASK 3........................................................................................................................................................29
4.1 Using appropriate information processing tool...............................................................................29
4.2 Preparing a project plan and determining critical path...................................................................30
4.3 Using financial tool for decision making..........................................................................................31
REFERENCES..............................................................................................................................................33

INTRODUCTION
London is one the dynamic city across the globe that is combined with different culture,
commerce and trade activities. Murano is a London based restaurant that was established in 2008
by Gordon Ramsay and Angela Hartnett. Currently, it had built a great customer experience by
serving delicious quality of taste in various cuisines to the people. There is an evidence of great
opportunity seen by the restaurant in London, due to which, it is planning for opening one more
restaurant in London. In order to assure a viable move, business is looking for undertaking an
extensive market research to examine market factors and assess customer preferences including
price location, taste and other factors. The data will be critically investigated with the application
of relevant statistical techniques like descriptive measures, correlation, quartile & percentile and
others. Presenting data graphically is often seen in the original world which provides a clear
insight to all towards historical results and future predictions that will also compiled in the
investigation. Finally, project evaluation and tools of project management including critical path
analysis and gantt chart will be developed for the expansion project.
TASK 1
1.1 Creating a plan for the collection of primary and secondary data
As said, Murano had planned to expand through opening one more restaurant in UK.
There are two popular ways to extract required data set that is primary and secondary sources.
Former gather original data that is not gathered before by anyone. However, later uses already
collected information like books, newspapers, internet source and others. In order to gain deeper
understanding of the market research, researcher employs primary investigations to explore all
the things which remains uncovered under the secondary research (Lombard, 2010). As in the
context of Murano, restaurant wants to know the perception and demand of customers, therefore,
primary source is found more appropriate. Various ways of data collection under primary source
is explained below:
Surveys: It is the most often used method and has practical significance because survey
collects information directly from the customers by asking them a set of questions (Smith, 2015).
It can be conduct either telephonic or face-to –face survey that merits and drawbacks are listed
below:
Telephonic survey

In this method, as name suggests, surveyor asks a set of pre designed questions from the
respondents on telephone.
Merits:
 No need to hire many workers
 High response rate
 Useful for wider geographical area
 Cost effective way of data collection
Limitations:
 Language barrier
 Distraction can affects understanding
 Not useful for complex questions
Face-to-face survey:Face-to-Face survey is also a widely used method that can be conducted
by the researcher at market, office and other places focusing the target respondents (Parrish and
et.al.,2012).
Merits:
 Helps to gain deeper understanding through body language and visual aids
 Questionnaire helps in meaningful discussions and deduce response validity
Limitations
 Costly and time-consuming
 Biased responses
Online survey:
In the today’s time, online surveys are carried out by many researchers which includes
demographic details along with the target-specific questions. Online surveys, mobile surveys,
kiosk surveys are the popular ways (Hewson and Stewart, 2016).
Merits
Cost effective
Less time consuming
Easy to administer
Covers a wide geographical area
Limitations:
 Non-response

 Lack of encouragement among respondents to provide honest responses
Observation: In this method, surveyor closely observes and monitors individual activities which require
exceptional skills.
In the context of Murano’s expansion, an online market survey is likely to be more
appropriate so as to know customers taste, preferences and attitude towards eating out from
different geographical places of London (Groves and et.al.,2011). Moreover, it is less time-
consuming and helps to find out target people’s eating out habits, likes and dislikes so that menu
and cuisine that is going to be offer can be decided to serve majority of British citizens.
1.2 Presenting survey methodology and sampling frame
Universe is too large and London is the market where a high proportion of the population
prefers taking dinner out at restaurant and have a luxurious lifestyle. Thus, it is not possible to
survey all, therefore, it is decided to draw a sample from the population. There are various
sampling methods presented below:
Probabilistic sampling: Under this method, a group of unit that is taken out from the
population have equal chance of selection to drive a representative sample, also referred as
random sampling (Crossman, 2017).
Non-probabilistic sampling: Unlike above, in this method, all the units have varied
probability of being selection in the sample, also called non-random sampling (Fowler, 2013).
For instance, systematic sampling, stratified sampling, cluster sampling, convenience samplings
are the popular ways of non-probabilistic sampling.
Murano restaurant will use random sampling, in which, out of the online gathered
customer responses, it will randomly take out 100 customer survey responses for extracting
useful information about their preferences, taste and eating out attitude or behaviour.
Survey methodology: Survey is going to be held online to gather responses from the
customers to know their desired cuisine, perception towards prices and other influencing factors
which affects their decisions to choose a particular restaurant for taking meal out
(Csikszentmihalyi and Larson, 2014). As customer will answer the questions which prove its
validity, authenticity as well as credibility of information.
1.3 Designing a questionnaire for the business problem
QUESTIONNAIRE
Demographic details
Sex:

 Male
 Female
Age (In years)
 Below 20 years
 20 – 25 years
 26 – 30 years
 31 – 35 years
 36 – 40 years
 Above 40 years
Nationality: _________________
Annual income: ______________
Q: 1. How often do you usually take dinner out?
 Daily
 Weekly
 Monthly
 Once in quarter
 Other
Q: 2 How would you like to rate the taste of the meal offered at Murano restaurant?
 Excellent
 Good
 Average
 Below average
 Terrible
Q: 3.When you decides to take meal out, which comes in your mind to decide a particular
restaurant?
 Restaurant concept
 Food quality
 Service quality
 Price
 Convenience
 Dinning environment
 Other (Please specify)
Q: 4. Please rate value for the money on your visiting to Murano restaurant?
 Excellent
 Good
 Average
 Below average
 Poor
Q: 5.Which style do you want to look if Murano plans to open a new restaurant at exciting place
in London?
 Traditional
 Modern
 Homey
 Mixed Traditional and Modern
 Never mind
Q: 6. At what time, do you generally prefer to go dinner out?

 Breakfast
 Lunch
 Dinner
 Any time
Q: 7.Which type of dining room would you like to see in the restaurant?
 Private rooms
 Casual chic
 Relaxed environment
 Formal dining
 Any other (Specify)
Q: 9.Which type of cuisine you prefer to have?
 American
 Mexican
 French
 Italian
 European
 Chinese
 Other (Specify)
Q: 10. How would you like to see in the restaurant to food to be served?
 Simple
 Flavourful
 Crafted
Q: 11. How much you normally spend on dinner?
 Less than GBP 100
 GBP 100 – GBP 150
 GBP 150 – GBP 200
 GBP 200 – GBP 250
 Above GBP 250
2.1 Determining the representative value by analysing the summary of data
In consideration with the above listed questionnaires which have been asked out to 50
respondents. They presented their honest reviews over such question and which will be helpful
for Murano Restaurant in designing the framework. However, the analysis of such asked
question which are as follows:
. How often do you usually take dinner out?
Answers Respondents Percentage
Daily 3 6%
Weekly 12 24%
Monthly 17 34%
Once in quarter 8 16%
Other 10 20%
Total 50 100%

Respondents
· Daily
· Weekly
· Monthly
· Once in quarter
Other
Interpretation: on the basis of above listed questions it has been asked to the consumers
that how often they visit a restaurant for dinner. Thus, on which the maximum of response comes
for monthly and weekly. Therefore, it can be analysed here that people like to eat out but they are
much conscious regarding their health. Therefore, it can be suggested to the professionals that
they must consider the quality and costs of the food.
How would you like to rate the
taste of the meal offered at
Murano restaurant
Answers
Responden
ts
Percenta
ge
Excellent 15 30%
Good 12 24%
Average 8 16%
Below average 10 20%
Terrible 5 10%
Total 50 100%

Excellent
Good
Average
Below average
Terrible
Interpretation: In accordance with the above listed them it has been asked to the
consumers that how would they rate the food offered in the restaurant. The majority of the
response comes in favour as 30% of the respondent rated it as the excellent food.
When you decides to take meal out, which comes in
your mind to decide a particular restaurant
Answers Respondents Percentage
Restaurant concept 9 18%
Food quality 12 24%
Service quality 8 16%
Price 6 12%
Convenience 6 12%
Dinning environment 6 12%
Other (Please specify) 3 6%
Total 50 100%

Restaurant concept
Food quality
Service quality
Price
Convenience
Dinning environment
Other (Please specify)
Interpretation: it has been asked to the consumers that the factors which provoke them to
eat in a restaurant. However, there were mixed reviews as 18% prefer the restaurant concept,
24% chooses the food quality, 16% chooses the services quality. Therefore, these were the major
opinion on which it will be suggested to the professionals of the entity that they must consider
the healthy food quality which will be helpful and beneficial for the organisation.
Which style do you want to look if Murano plans to
open a new restaurant at exciting place in London
Answers
Responden
ts
Percentag
e
Traditional 10 20%
Modern 12 24%
Homey 14 28%
Mixed Traditional and
Modern 8 16%
Never mind 6 12%
Total 50 100%

Traditional
Modern
Homey
Mixed Traditional and
Modern
Never mind
Interpretation: In order to analyse the theme and the chart listed above which represents
the opinion of the consumers towards the theme of the new launch of Murano in London.
However, there are many reviews on which 20% respondents wants it to be on traditional them,
24% wants it to be modern, while the majority of the responses comes over it must be homey.
How much you normally spend on dinner
Answers Respondents
Percentag
e
Less than GBP 100 6 12%
GBP 100 – GBP 150 15 30%
GBP 150 – GBP 200 14 28%
GBP 200 – GBP 250 10 20%
Above GBP 250 5 10%
Total 50 100%

Less than GBP 100
GBP 100 – GBP 150
GBP 150 – GBP 200
GBP 200 – GBP 250
Above GBP 250
Interpretation: The above listed theme determines the buying or spending capacity of the
consumers. Thus, it has been asked to them regarding how much they usually spend for a dinner
in the restaurant. The 12% of the respondents said they spend less than 100 GBP, 30% said 100-
150 GBP, 28% of them said 150-200 GBP etc. thus, it can be said that the firm will have positive
rezones as the consumer spending capacity is very helpful for them in terms of gathering the
appropriate revenue.
2.2 Ascertaining outcomes from Murano’s
To analyse the measures of central tendency it can be analysed as per determining the
sales or profit of the organisation over the period. However, it will be beneficial for the
restaurant in terms of attaining the adequate information regarding the revenue and costs
incurred in the while performing the business operations. Therefore, the below listed table shows
the profit gained by the firm in the 10 years of analysis on which the costs was incurred are listed
below:
year Cost Sales Profit
2015 2000 2500 500
2016 2200 2650 450
2017 1500 2000 500
2018 1850 2250 400
2019 2150 2400 250
2020 2200 2550 350
2021 2350 2700 350