Strategic Planning and Management of Bombay Central Cafe - BIBM678

This assignment presents a strategic plan for Bombay Central Cafe, a startup in New Zealand, analyzing its marketing environment influenced by the Indian market. The report details the cafe's short-term goals, focusing on customer satisfaction, revenue growth, and employee motivation, with key performance indicators linked to leadership, management, and financial strategies. A marketing mix analysis explores product/service offerings, including 28 Indian dishes, and pricing strategies aimed at a middle-class customer base. The report also examines the cafe's location, promotion strategies, and target market segmentation. Furthermore, it provides a PESTEL analysis covering political, economic, social, technological, legal, and environmental factors, along with a SWOT analysis assessing the cafe's strengths, weaknesses, opportunities, and threats. The assignment highlights the importance of strategic planning for the cafe's success.

Running Head: Strategic Planning and Management
Strategic Planning and Management of Bombay Central Café
Name of the Student:
Name of the University:
Author’s Note

1STRATEGIC PLANNING AND DEVELOPMENT
EXECUTIVE SUMMARY
The following assignment is based on the PESTEL and SWOT analysis of Bombay
Central a start up in New Zealand. The report will highlight about the marketing environment
that is influenced from the Indian market. The aim of the assignment is to explain the concept of
marketing mix that strategizes the tactic and analyses the target market.

2STRATEGIC PLANNING AND DEVELOPMENT
Introduction
The following assignment is based on the strategic [planning of the a café that is based in
Mumbai city. The report will comprise of the goals that are set by the business in long term and
short-term basis. The key performance indicator are examined for the goals that are related to the
business. The aim of the assignment is to explain the concept of marketing mix that strategizes
the tactic and analyses the target market. The last portion of the report will examine the factors of
PESTEL and SWOT analysis which is considered to be very essential for the company to
examine the external factors of the environment.

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Discussion
Goals of the business
Short-term Goals
The short-term goals of Bombay Central can be viewed ads:
 The basic criteria of the business is customer satisfaction that will target to set the tagline
of the café which is “ pay less, get more”.
 The second goal is to increase the revenue of the business so that it can expand its retail
chain outlet (Sapovadia and Patel, 2013)
 The last goal is to satisfy the working members of the café, starting from the waters to the
chef and even the managers of the operation level to treat them equally and motivate
them on a day to day basis so that the mission and vision of the business can be met.
The critical success factor that is related to the goals is being linked with the strategic factors
like leadership and management because evaluation of the working class and motivating them
becomes a crucial factor(Bisello, Boczy & Balest, 2016). The
operation process of the café is
comprised of the process of work that is to be kept formally structured because the functioning of
the entire management is depended on the operation level. Thirdly, with the forecast of increase
amount of revenue, a strong finance team is essential so that the records are maintained correctly.
Key Performance Indicators of the business is the measured value that can demonstrate the
effectiveness of the marketing environment with the factors that assist to achieve the key
business objective.

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5STRATEGIC PLANNING AND DEVELOPMENT
Marketing Mix Analysis
Product/Service
The strategy that is adopted by the business is to sell 28 types of dish that is of Indian
origin. The unique concept of selling Indian food is kept different from the other restaurants in
the neighborhood. The café will not only remain back to the same type of food but will cater to
different type of changes according to season and festival that is celebrated in India (Solnet,
Boztug & Dolnicar, 2016).
Pricing strategies
The pricing strategy of the business is set at a very reasonable rate. The reason for setting
the price on a mid range basis so that the customers from middle class can afford to pay and taste
the delicacies of the Indian food. The staple food of the states in India would be available in the
café. At the same time the customers will get the opportunity to taste, a variety of food when the
prices of the dishes are set at a reasonable range.
Place
The place that is planned to open its business is situated in Corner of Te Rapa Road &
Avalon Drive, Te Rapa, Hamilton & Waikato, New Zealand. The people can easily access to the
place when they come to the mall for grocery shopping or for any other purpose. The place can
be accessed at any time of the day till the time the mall is open (Wijayanto, 2015).

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Promotion Strategies
The help of word of mouth can strategize the promotional strategies of the café. The
management strongly believes in the fact to provide the customer with fresh quality of food so
that with the help of word of mouth the message gets delivered from one person to another. The
other way to adopt the strategy of promotion is through giving samples of packed delicacies of
Indian snacks in the grocery store so that the packaging can reflect the name of the store and as a
result people can approach in the café.
Customer segment and target market
The target audience for Bombay Central Café cum Restaurant and bar, segments the
market on the basis of children, youth section, adults and older section. Throughout all
generation of New Zealand can avail the restaurant. The Indian origin people can opt to visit the
store as they do not get access to Indian food easily.
Environmental Analysis
PESTEL Analysis
The use of the PESTEL analysis in the café comprise of the factors that are inclined
towards the salaries, inventory and goals that can be controlled. Hence, the business is influenced
by the environment is it been operated (González, 2018). The PESTEL analysis for Bombay
Central is as follows:

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POLITICAL- the political factors for the café would be towards the tax reform and health
regulation. Keeping in light the health of the customer and the company’s tax reform the political
factor covers the potential that could save the restaurant from legal constraints.
ECONOMIC- the economic factors that are highlighted in the business prospect are the wage
of the employee and the health of the economy. It is important to access the external factor of the
business. If the wage of the employee are kept as per the expectation that suits the clauses of the
job performance then the business will uphold with good reputed employee who will be loyal
towards the service.
SOCIAL- the increased awareness of the loyalty of giving organic food that is included in the
menu. In case of transgender customer, the policy of using the washroom may be challenging. In
these cases the policy of the manager must be kept in a straight line.
TECHNOLOGICAL- the use of advance technology can be implemented in the kitchen and
accounts department so that there is proper functioning all together. The mode of payment must
be upgraded with the recent technology so that it is easy for the customer to make payment.
LEGAL- the clauses of the legislation has a great impact on the business. The ownership of
the café in a mall must be done legally under supervision.
ENVIRONMEMNTAL- the environment being a major concern should aim in not harming
the water body by simply dumping the waste. The dry and wet waste can be kept separately can
be deposed accordingly.
SWOT Analysis
The SWOT analysis of Bombay Central can be illustrated as:

8STRATEGIC PLANNING AND DEVELOPMENT
Strength: the strength of the café can be analyzed in the area of serving the best quality of
fresh food along with the service that the customer receives at the table. It should be a
memorable experience for the customer whenever they visit the café. The service of free wifi,
outdoor seating and live music adds to the strength of the café (Chang & Chen, 2015).
Weakness: These areas require more improvement. The area recognized are proving training
to the employee so that their quality to attained the customer can be improved. The concern with
maintaining the cleanliness of the kitchen should be regulated on a daily basis.
Opportunity: the opportunity of the café can be examined in the area of providing seasonal
food to the people of New Zealand so that they come to know the flavors and festival delicacies.
Threat: the threat can be examined with the factor that are the examined with the future
prospect. There are chances where the rival firm can come up with the same concept in the
neighboring economy.

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Reference
Sapovadia, V.K. and Patel, S.V., 2013. Business ethics & employee turnover: CAFE
matrix. Available at SSRN 2249712.
Solnet, D., Boztug, Y., & Dolnicar, S. (2016). An untapped gold mine? Exploring the potential
of market basket analysis to grow hotel revenue. International Journal of Hospitality
Management, 56, 119-125.
Wijayanto, G. (2015). The effect of service marketing mix in choosing the decision to consumer
services hotel: Studies in Hotel Grand Zuri Pekanbaru. Mediterranean Journal of Social
Sciences, 6(5 S5), 91.
González Nebot, P. (2018). Marketing plan of Quin Cafe.
Chang, W. L., & Chen, S. T. (2015). The impact of World Café on entrepreneurial strategic
planning capability. Journal of Business Research, 68(6), 1283-1290.
Bisello, A., Boczy, T., & Balest, J. (2016, April). World café method to engage smart energy-
district project partners in assessing urban co-benefits. In Seminar of the Italian Society of
Property Evaluation and Investment Decision (pp. 521-533). Springer, Cham.

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