Research Report: Establishing a New Restaurant in Melbourne, Australia

This research report provides an in-depth analysis of establishing a new restaurant in Melbourne. It begins with an executive summary and introduction, followed by a detailed overview of the proposed coffee house, including its targeted consumers and location on Exhibition Street. The report pre...Read More

Research Report

EXECUTIVE SUMMARY
In this report, there is discussion about establishment of new restaurant in Melbourne.
There is discussion about overview of new establish i.e. targeted consumes, location, etc. this
also en- lights the findings of survey i.e. income of consumers, their preferences, people with
whom they visit restaurant, etc. With this study, it is easy to understand what are the aspects
which has to be considered while operating new organisation. There is discussion about
consumer behaviour issues which might impact on organisational performance. At last there are
recommendations and conclusion which gives positive impact consistency of newly establish
association.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Overview of newly establish organisation..................................................................................1
Findings of survey.......................................................................................................................2
Consumer behaviour issue..........................................................................................................3
Implementing and evaluation of proper strategies......................................................................5
CONCLUSION AND RECOMMENDATIONS............................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
In this report, there is discussion about information collected by researcher for the
purpose of analysing success of new opening business. As there is difference in demand and
preferences of consumers through which cafeteria might get affected, so proper planning is
conducted by researcher for getting success of new established venture. This research provides
information about ways through which information can be gathered about ways through which
new business can expand in market (Webb and et. al., 2015). There are different types of
consumers, so with the help of survey conducted among society planning can be done about
services offered to them. In this investigation, information is collected through primary source of
information in which questionnaire is distributed to people and their views are collected. In this
report, there is presentation of findings of information collected and at last recommendations and
conclusion is provided.
MAIN BODY
Overview of newly establish organisation
In coffee house, there will hot as well as cool beverages for consumers, so they can get as
per their preferences. There is difference in demand of consumers as per change in time, seasons
and company with which they are. So there is latte, cappuccino, short Machito, etc. which is
essential for attracting consumers at store. There is planning for different segments i.e. breakfast,
dinner, etc. with different menu (Sutton and Austin, 2015). Exhibition street of Melbourne where
business is going to operate. This street is crowdy at the time of morning, so management of
Barista is thinking to provide breakfast at cheap and affordable prices, so consumers are ready to
avail services from them. Hence in breakfast Egg roll, bacon muffin, cheese, bagel, Spanish egg
wrap, etc. are offered through which breakfast is as per nutrition norms. While dinner is also
survived with different items such as foccacias and wraps, lasagne and salad, steam burger, etc.
which are time consuming products. Hence management of Barista have view that dinner time is
less profitable as compared to morning time.
When establishment of new business is done, then there is requirement of complete and
specific knowledge about market and products which are in demand. If individual does not have
demand, then it is tough for them to understand which product has to be launched and ways
through which they can outshine in market. There is requirement of analysis of market, product,
1

marketing strategies, etc. Through which they can outshine in industry. As per change in
working style of competitors, they also have to alter their working style. Hence in this case it is
important to understand and acquire knowledge about marketing as well (Rossini and et. al.,
2015). In restaurant sector, there are frequent changes taking place in consumer demand so
strategies have to made for implementing it. There are many organisations which are working in
restaurant sector, so planning has to be done for best marketing strategies. Price is one of the
major factor which has to be considered while establishing new business organisation, so it is
important and relevant for individual to analyse different pricing strategies and then selecting
best with it. Hence in order to achieve and get complete and in- depth knowledge about all the
aspects through which knowledge about new market can be collected. When individual have
complete and relevant information, then it is easy for establishing business organisation in
appropriate and relevant manner.
Findings of survey
There is a survey conducted in society to analysing market and understand scope of
growth of newly establish business. When there is complete and relevant information about type
of consumers, consumer demand, etc. then it is easy to understand individual to understand what
has to be done. This information is collected with the help of questionnaire in which questions
are asked about type of people who prefers to avail new services (Patten, 2016). There is
complete and relevant information about what is the preferences of consumers, so this makes
easy for successful expansion of business in Melbourne. Findings from the survey is as under-
There are different reasons due to which people prefers to visit exhibition street in
Melbourne such as work, shopping, meeting friends, etc. Collecting information from
respondents, it is evaluated at majority of people prefers to have visit this location for their work.
When asked about frequency of coming at this location, it is evaluated that many people visit it
for their official purpose, so there is more scope of growth and development of new established
cafeteria.
Most of the people spend $11-$20, so it is essential to fix price of eatable between, so it
can be affordable for majority of people. There will be benefit to organisation as most of the
people are coffee drinkers, so if there are different types of coffees then consumer will get
satisfied products, so they are ready to visit it at regular interview. But at the same time, most of
the individuals are quality conscious, so they must serve best quality coffee. There is requirement
2

of planning for light lunch because some people are ready to pay $10-$15 for it. Hence in future
if managers of new organisation wants to expand, then they can plan for light lunch as well.
Managers of new business venture can plan for take away as well because many people prefers
to get lunch or coffee packed for their work place or home (Patten and Newhart, 2017).
There are different types of food such as hot or cold, rolls, sandwiches, etc. which is
demanded by consumers but as survey it is evaluated that most of the candidates prefers to have
hot food, so it has to be prepared and served at specified temperature through which consumer
satisfaction can be achieved. Managers of new venture can plan for customised food as well
because they want specialised services. This makes consumer loyal and they does not prefers to
avail it from others. Most of the people who visit restaurant are due to their educational purpose,
so it is essential to maintain price of product reasonable so they can avail it. Most of the
candidates who will visit to restaurant are in age group of 26-39 years and single. Hence it is
essential for managers to provide products which are in interest list of targeted consumers.
People are well educated for say graduate and post graduate, so quality and cost has to be
maintained for satisfying them (Nodin and et. al., 2015).
From the above discussion, it is clear that in order to establishes new business venture
main motto is to provide best quality products at reasonable price. Food item has to be ready and
fastly prepared through which business class people and people who meet their colleague and
clients prefers to have services from there. There must be facility of personalised food item, as
well but material and ingredients for it must be readily available, so it can be served in reason
time. Hot food has to be prepared within specified time, so it satisfied the demand of consumers.
Take away services have to frequent, so waiting time and crowd of consumers at window or
counter is less. With keeping all the information in mind, it is clear that consumers are satisfied
with the services offered by new established organisation and there is increment in growth
prospects as well (McGuire, 2016).
Consumer behaviour issue
Consumer behaviour refers to the process which affects decision making of consumers
when they want to buy and avail services from them. If consumers are ready to purchase
products and services from an specific organisation, then it is known as consumer behaviour. It is
crucial and relevant for managers to understand what are the issues faced by consumers due to
which they does not want to avail services from it. If consumer behaviour gets affected, then
3

organisational growth and development gets affected negatively because people does not want to
avail services from them (Mattern, Radunzel and Westrick, 2015). There are some issues which
affects consumer behaviour in negative manner, some of them are as under-
Quality- Quality is one of the major aspect which has to be considered by managers
while opening new business outlet in Melbourne. If quality of product is not up to the mark, then
consumers does not prefers to avail services from them. Ingredients used for making eatable and
different dishes, there must be use of best quality material with the help of which the dish
prepared is best.
Added advantage- There is requirement of some complementary services as well at
restaurant which attracts consumers. For instance: availability of Wi-Fi services, sanitizer, live
music, TV screen for game or sound demonstrating, etc. These are the some services which are
crucial for entertaining and attracting consumers. If these services are not avail, then consumer
behaviour might affects affected negatively. For instance: at newly establish restaurant most of
the consumers are business class, so if there is light music screening, then it please consumers
and they prefers to have it (MacLean and et. al., 2015).
Marketing app- Marketing is one of the most important factor which affects consumer
behaviour because marketing assist in communicating among consumer about new launch.
Marketing is the media through which desire gets change in demand. So if marketing is not done
with best and innovative tools, then this does not assist in attracting consumers. While entering
in new market, there is requirement of new and innovative marketing techniques through which
consumers are ready to have meal from new organisation.
These are the three main issues due to which consumer behaviour gets affected
negatively as well as positively. When people want best and relevant services, then it is essential
and crucial for understanding demand of consumers as well. There are some changes which are
essential in marketing techniques because of launching new and innovative services. In order to
maintain growth and development of newly establish organisation in industry, proper marketing
strategy is essential (Leung,2015). Business class consumers are ready to pay amount which is
offered by restaurant but they want up to the mark quality through which they can maintain long
term existence.
4

Implementing and evaluation of proper strategies
In order to make existence in industry and maintain long term relations with consumers,
it is essential to understand what s the trend and taste of consumers. After it provide them dishes.
There are different sources from where ingredients can be gathered from selected sources in
order to keep quality at prime (Hair Jr and et. al., 2015). Marketing is the techniques which
makes promotion of products and services and to communicate among society regarding new
launch. There must be use of best techniques through which most of the people are aware but at
the same time cost has to be maintained. For instance: social media marketing can be used with
the help of which most of the people get awareness about it. In order to deal with changes which
are taking place in external market, it is essential for managers to analyse external market.
Marketing can be done through live demonstrating of preparation of food material. This makes it
easy for consumers to understand how dishes are prepared and ingredients used in it. This keeps
consumers satisfied and they want to have new dishes (Jin and et. al, 2015).
As most of the consumers will be business class and corporate people, so they require
peace environment at restaurants. So employees must communicate calmly with consumers.
Feedback has to taken by consumers through which flaws can be known and actions can be taken
in order to perform actions in appropriate manner. There is requirement of complete and relevant
information about consumers through which best food can be served to them. In current market,
consumer's demand are changing frequently so analysis have to done about requirement of
consumers and then ask for any assistance. If consumer demand is customised, then mangers
have to understand how it can be satisfied. Employees are trained regarding treating with
consumers, so this makes them pleased that they are crucial for restaurant (James and et. al.,
2016).
CONCLUSION AND RECOMMENDATIONS
From the above discussion, it is clear that in order to maintain long term existence in
industry, there is requirement of complete and relevant information about culture and demand of
consumers, through consumer satisfaction can be achieved. There are mainly three sectors due to
which consumer behaviour gets affected i.e. quality, added services, marketing strategies, etc. so
these have to be considered by managers. Strategies has to be farmed after analysing targeted
consumers such as corporate people want proper place for meeting. They need peace and calm
place, polite staff, customised dishes, etc. with the help of these factors, it is easy for managers to
5

maintain long term existence in industry. If there is difference in demand of consumers, then
analyse what other preferences they have and provide them. There are different reasons due to
which people visit to specific location, so keeping time in mind menu has to be served. There is
much competition in industry, hence in this case quality has to maintained with affordable prices.
When consumers are getting best from newly establish restaurant, then there is marketing of
brand. When some new products and services are launched, then there is requirement of proper
marketing through which maximum people get knowledge about it. In order to collect
information about establishing new business, primary source is best because this gives exact and
authentic information.
There are some recommendations as well through which newly establish business gets
positive results i.e. long term existence in industry and long term relations with consumers. Some
recommendations are as under-
 There must training to consumers through which they get knowledge about ways through
which they treat consumers with best. In case of aggressive consumers, waiter must know
how to deal with situation. This makes consumer pleased and they get whatever they
want.
 Feedback taken by management of restaurant must be evaluated and concern personnel or
department have to be rectified. This is the best way through which quality of services
can be maintained. As per change in demand of consumers, employees must be aware
about it through which they can accept it and implement while working.
 Quality of food items must be check by top level of management of restaurant, hence
there is no possibilities of issues in quality of dishes. Cost must also be maintained
through which consumers are able to afford it. This makes long term relations with
consumers and organisational growth and development is possible.
6

REFERENCES
Books and Journals
Adler, R.A. And et. al., 2016. Managing osteoporosis in patients on long‐term bisphosphonate
treatment: report of a task force of the American Society for Bone and Mineral
Research. Journal of Bone and Mineral Research. 31(1). pp.16-35.
Best, J. W. and Kahn, J. V., 2016. Research in education. Pearson Education India.
Deyo, R. A. and et. al., 2015. Report of the NIH Task Force on research standards for chronic
low back pain. Physical therapy. 95(2). pp.e1-e18.
Hair Jr, J. F. and et. al., 2015. Essentials of business research methods. Routledge.
James, S. and et. al., 2016. The report of the 2015 US transgender survey.
Jin, X. and et. al, 2015. Significance and challenges of big data research. Big Data
Research. 2(2). pp.59-64.
Leung, L., 2015. Validity, reliability, and generalizability in qualitative research. Journal of
family medicine and primary care. 4(3). p.324.
MacLean, P. S. and et. al., 2015. NIH working group report: innovative research to improve
maintenance of weight loss. Obesity. 23(1). pp.7-15.
Mattern, K., Radunzel, J. and Westrick, P., 2015. Development of STEM Readiness Benchmarks
to Assist Educational and Career Decision Making. ACT Research Report Series, 2015
(3). ACT, Inc.
McGuire, S., 2016. World cancer report 2014. Geneva, Switzerland: World Health Organization,
international agency for research on cancer, WHO Press, 2015.
Nodin, N. and et. al., 2015. The RaRE Research Report: LGB&T mental health-risk and
resilience explored.
Patten, M. L. and Newhart, M., 2017. Understanding research methods: An overview of the
essentials. Routledge.
Patten, M. L., 2016. Questionnaire research: A practical guide. Routledge.
Rossini, P. M. and et. al., 2015. Non-invasive electrical and magnetic stimulation of the brain,
spinal cord, roots and peripheral nerves: basic principles and procedures for routine
clinical and research application. An updated report from an IFCN Committee. Clinical
Neurophysiology. 126(6). pp.1071-1107.
Sutton, J. and Austin, Z., 2015. Qualitative research: Data collection, analysis, and
management. The Canadian journal of hospital pharmacy. 68(3). p.226.
Webb, S. and et. al., 2015. Geographical and Place Dimensions of Post-School Participation in
Education and Work. Research Report. National Centre for Vocational Education
Research Ltd. PO Box 8288, Stational Arcade, Adelaide, SA 5000, Australia.
Online
Consumer Behavior - Emerging Issues. 2019. [Online]. Available through:
<https://www.tutorialspoint.com/consumer_behavior/consumer_behavior_emerging_iss
ues.htm>.
7