Dissertation: Strategies to Maximize Profits, Aberdeen Marina Club

This dissertation investigates the potential for maximizing profits within the Aberdeen Marina Club, focusing specifically on its food and beverage operations. The study begins with an introduction outlining the background, research aims, objectives, and questions, followed by a literature review that examines the industry, high-consuming customer segments, and strategies for profit enhancement, including product diversity and customer satisfaction. The methodology section details the research design, data collection methods (surveys, interviews, and literature review), and ethical considerations. The results analysis chapter presents findings from both quantitative and qualitative data, including demographic analysis, customer satisfaction levels, and areas for improvement. The study concludes by summarizing key findings and offering recommendations for the Aberdeen Marina Club to improve its business strategies, increase competitiveness, and ultimately, maximize its profit margins. The research also includes reflective report, references and a table of figures.

Running head: DISSERTATION
To Investigate the Possibility of Maximizing Profits (Beverage and food) for the client The
Aberdeen Marina Club
Name of Student
Name of University
Author Note

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DISSERTATION
Abstract
The dissertation aims in examining the possibility of maximization of the profits that are realized
by the Aberdeen Marina Club. The dissertation is divided into number of sections that gives an
understanding of the key requirement and the process of conducting the undertaken study. The
research has been conducted by following a specific methodology and by collection of the
primary and the secondary data. All of the research data has been collected primarily by the
method of survey, interview and by reviewing the literature in this field. The first chapter of the
dissertation identifies the critical aim and the objectives for the project along with the research
questions. The literature review chapter identifies the various sources of secondary data that
contributed to fulfillment of the research objectives. The chapter including the data analysis is
the main chapter of the study as it finds out the strategies that can help in improving the services
of Aberdeen Marina Club.

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Table of Contents
Table of Figures...................................................................................................................4
Chapter 1: Introduction........................................................................................................5
1.1. Background...............................................................................................................5
1.2. Research Aim............................................................................................................6
1.2.1. Research Aim.....................................................................................................6
1.3. Research Questions...................................................................................................6
1.4. Research Objectives..................................................................................................7
1.5. Rationale...................................................................................................................7
1.6. Structure of the Study...............................................................................................8
Chapter 2: Literature Review...............................................................................................9
2.1. Introduction...............................................................................................................9
2.2. Industries comprising of beverage and food services...............................................9
2.3. High Consuming group within the club..................................................................11
2.4. Possibilities in Maximizing Profits.........................................................................12
2.4.1. Diversity of the Products.................................................................................12
2.4.2. Customers’ satisfaction....................................................................................13
2.5. Impact of Cost on Profit.........................................................................................14
2.6. Chapter Summary...................................................................................................15
Chapter 3: Methodology....................................................................................................17

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3.1. Introduction.............................................................................................................17
3.2. Research Design.....................................................................................................17
3.3. Data Collection and Analysis Methods..................................................................20
3.3.1. Data Collection Method...................................................................................20
3.3.2. Data Analysis...................................................................................................21
3.4. Ethical Considerations............................................................................................21
3.5. Chapter Summary...................................................................................................22
Chapter 4: Results Analysis...............................................................................................23
4.1. Introduction.............................................................................................................23
4.2. Data analysis...........................................................................................................23
4.2.1. Demographic Data Analysis............................................................................23
4.2.2. Qualitative Analysis from Interview...............................................................26
4.2.3. Quantitative Data Analysis..............................................................................28
4.3. Investigation of the possibility of Improvising Profit.............................................37
Chapter 5: Conclusion.......................................................................................................38
Reflective Report...............................................................................................................40
References..........................................................................................................................42

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Table of Figures
Figure 1: The imports in industries comprising of beverage and food services................11
Figure 2: Representing the Research Onion......................................................................18
Figure 3: Illustrating the Research Data related to Gender...............................................24
Figure 4: Illustrating the Research Data related to Age group..........................................25
Figure 5: Illustrating the Research Data related to service level Satisfaction...................25
Figure 6: Illustrating the Research Data related to improving of the services..................29
Figure 7: Illustrating the Research Data related to improvement of the restaurant and bars
.......................................................................................................................................................30
Figure 8: Illustrating the Research Data related to redesigning of business strategies.....31
Figure 9: Illustrating the Research Data related to sector that needs improvement..........32
Figure 10: Illustrating the need of improving product services.........................................33
Figure 11: Illustrating the need of improving quality of services.....................................34
Figure 12: Illustrating the need of decreasing the price of food........................................35
Figure 13: Illustrating the different reasons for dining at the resturant.............................36
Figure 14: Illustrating the satisfaction level of cleanliness...............................................37
Figure 15: Illustrating the average spending.....................................................................38

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Chapter 1: Introduction
1.1. Background
The industry of Beverage and food is linked with hostile competition. It is significant for
the industries comprising of beverage and food services to stay at the top of the game so as to
increase the business profit. F & B consultant limited has an expertise in helping the clients in
improving the business performances. The aim of the research is to help Aberdeen Marina club
in improving their strategies so that the profit margin can be maximized. Therefore, the
Aberdeen Marina club is the client organization for the report.
Hong Kong’s industries comprising of beverage and food services has the potential of
continuous growth related to the catering business of industries comprising of beverage and food
services. The research project will be examining the strategies of maximizing the profits for the
clients. The research aims in collection of both primary data along with the secondary data to
assess if it is possible to increase the competitive advantage of the client company.
Industries comprising of beverage and food services
Hong Kong’s industries comprising of beverage and food services is characterized by
various trading activities, and therefore, this industry has potential for continuous growth. This
particular industry of Hong Kong provides a number of business opportunities, which include
business improvement in the restaurants, cafés and the takeaway chain. Therefore, effective
business opportunities can be seen in this particular industry. Hong Kong is known to be a
market, which largely depends on import with about 95% of products associated with beverage
and food are imported around the world. Therefore, researches can be done in order to increase
the business profits in the industries comprising of beverage and food services.

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Client’s Need
The industry of beverage and food is quite dynamic in nature and with the increase in the
new rivals are putting the industry leaders on notice. Therefore, it is necessary for the client
organization, Aberdeen Marina club to identify the strategies that can help in improving the
competitiveness and profitability of the company.
Company Details
Elite F & B Consultant is a consultancy firm that is situated in Hong Kong as it offers
comprehensive consulting services to the hotels and similar other organizations. The firm further
helps in creation and management of the projects. The professional of Elite consultant ensure
effective venturing into success and profitability.
1.2. Research Aim
The research structure is actually developed with the help of the aims and the objectives
that are identified for the research. Therefore, proper identification of the critical aim and the
standard objectives of the research is crucial.
1.2.1. Research Aim
The research aims in helping the client company in increasing their business profits for
maximizing the profits of the client company. It is needed for the client company to specifically
improve their business strategies so that effective business profits can be realized.
1.3. Research Questions
The undertaken study will be addressing the following research question-

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1. What are the possible ways of maximization of the profits of the clients?
The completion of the undertaken study will enable finding answers to the identified
research questions. The study, therefore, will be directed towards finding an appropriate
approach for identification of the issues faced by the clients along with the identification of the
effective strategies that can ascertain business benefit.
1.4. Research Objectives
The identified objectives for the research study that is undertaken are indicated as
follows-
 To identify the high consuming group within the club
 To review the product diversity
 To evaluate the customers’ satisfaction for further development
 To evaluate the current capacity of the restaurants along with the future needs of
the restaurants
 To determine the level of cost that affects the profit margin
 To develop high-end spending environment
The study will be based on the above identified objectives. The entire study aims in
evaluation of the identified objectives so that the study can be completed in a successful manner.
1.5. Rationale
The execution of the study is important for the client as well as the consultancy firm. The
client company has the potential for improving their business advantage and the competitive
advantage of the company. The F&B consultant aims in improvement of the own competitive

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advantage to enforce long term impact on the company. The research will mostly evaluate the
primary along with the secondary data of the research that will allow better identification of the
areas related to customers’ need and their satisfaction. Thus, it is justified to research about the
investigation of the possibility of maximizing profits for The Aberdeen Marina Club.
1.6. Structure of the Study
This section provides an insight to the expected format of the undertaken research study.
The brief description of each of the chapters of the research are indicated in the following
paragraphs.
Chapter 1: Introduction: This chapter is known for introducing the research topic that is
considered along with the aims and objective of the project.
Chapter 2: Literature Review: the findings of the previously published literature in this field are
evaluated to collect secondary data necessary for the specific research.
Chapter 3: Methodology: The tools and the techniques that are required for the collection and
the examination of the data that is needed for the research are outlined in the methodology
section of the report. The methodology chapter is important to identify the right tools for the
research.
Chapter 4: Results Analysis: The data collected is generally analyzed in this section and the
results of the analysis are clearly identified in this chapter. This chapter determines whether the
research objectives are fulfilled.
Chapter 5: Conclusion: The last chapter of the report concludes the main research findings and
also determines the extent to which the research has been successful.

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Chapter 2: Literature Review
2.1. Introduction
The literature review can be described as the narrative review of a scholarly paper that
mainly include the current knowledge related to substantive findings along with the theoretical
and methodological contribution of a particular topic. The review of literature substantially help
a researcher in understanding the current progress in that particular area. The review of the
literature helps in narrowing down the focus of a research to the identified research objectives.
There are certain key advantages of reviewing literature which include collection of the
secondary data that can help in collection of the primary data in the research. For this particular
research, a review of the literature is undertaken that will help in investigation of the various
possibilities of maximizing profits for the client, which is Aberdeen Marina Club. The research
is necessary as completion in the industry of beverage and food and its business has become an
entirely new tournament providing more business opportunities and increasing competition.
Therefore, analysis of the profits of the clients to the company is required to ascertain that the
intended profit margin is achieved. This can be done by analysis of the high consuming groups in
the club along with the evaluation of the current capacity and the future business needs in this
particular industry.
2.2. Industries comprising of beverage and food services
This particular industry in an organization is mainly involved in proper processing of raw
food materials, including effective packaging and distribution of the materials. The research is
focused on the industries comprising of beverage and food services of Hong Kong.

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Hong Kong is a part of China and it works under various political, economic and legal
systems. The industries comprising of beverage and food services of Hong Kong can be
described as an import dependent market that consists of over 95% of the beverage and food
products that are generally imported from different parts of the world.
Consumption
It is observed that consumptions of the fresh food by the total Hong Kong population is
almost 869 tonnes of rice, vegetables of 2258 tonnes, 4753 pig heads, 49 head of cattle, poutry of
29 tonnes in the year 2015 (Wu et al. 2014). Majority of these products are imported along with
the local producers.
In this context, the data about the local production are needed to be find out. The gross
value of the local agricultural production is near about MUSD 122 in the year 2015. This local
production provide 2% of the vegetable sin Hong Kong that is consumed by people, along with
95% of the live poultry and 6% of the live pigs are the production of the local firms. However, in
the recent years, the local production is mainly more keen on complementing than competing in
the major market suppliers (Sabir et al. 2014). Local production in the recent years have
increased in order to compete with the other major suppliers in the market. Therefore, it can be
concluded that there are effective business opportunities in the industry of industries comprising
of beverage and food services of Hong Kong.
In the figure below, the data related to F and B imports in Hong Kong is indicated in the
figure below-