Entrepreneur Project: Analyzing Turtle Bay's Indian Market Strategy

This project analyzes the expansion of Turtle Bay, a UK-based restaurant, into the Indian market. It begins with an introduction highlighting the importance of digitization for business growth and opportunities in India. The project includes an organization identification, analyzing the opportunities in the Indian market, strategic analysis, and an internal and environmental analysis using PESTLE and Porter's Five Forces. It also details the data collection methods, types of research, research design, and ethical considerations. Further, it investigates the significance of digital technology, literature review, and growth strategy proposals. The project explores the role of digital technology, international market entry theories, and growth strategies such as market-led and resource-led approaches, and partnerships. The project concludes with a strategic analysis, incorporating ethical considerations, internal resources, and environmental factors to assess the viability and provide recommendations for Turtle Bay's expansion into the Indian market.

The Entrepreneur
Project

Table of Contents
INTRODUCTION...........................................................................................................................1
Organization Identification..............................................................................................................1
Analysing opportunities...............................................................................................................1
Strategic analysis.........................................................................................................................1
Internal analysis ..........................................................................................................................2
Environmental analysis .............................................................................................................2
Data Collection and Analysis...........................................................................................................3
Research type- ............................................................................................................................3
Research Design- ........................................................................................................................3
Research approach.......................................................................................................................4
Research philosophy – ................................................................................................................4
Ethical consideration....................................................................................................................4
Data collection Methods..............................................................................................................5
DATA ANALYSIS..........................................................................................................................5
Significance of Digital Technology.............................................................................................5
Expansion into Indian market. ....................................................................................................6
Literature Review.............................................................................................................................7
Role of digital technology in business.........................................................................................7
International trheories for entering into new market. .................................................................8
Technological advancement in Turtle bay..................................................................................9
Growth Strategy Proposal. ............................................................................................................10
Market led approaches...............................................................................................................10
Resources led approaches .........................................................................................................11
Partnership and Alliances..........................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES ............................................................................................................................14

INTRODUCTION
Digitization is the modern techniques that can help in improving the management and
communication in company along with increase in productivity and growth in business. The
company has to adopt the digital innovation as to achieve goals and objective of company. The
company became more efficient and smoother by enhancing quality. Through the identification
of value producing opportunities, the company has revive the profits and gain the competitive
advantage. Through various research and development it has been recognized that digitization of
company is long term investment. Digitization helps in managing document based transaction as
to deliver competitive advantage by making employee more effective and efficient.
Technological advancement can be challenging at initial stage but leads to long term productivity
of company.
Organization Identification.
Analysing opportunities
Turtle bay is a medium sized restaurant in UK which have its main office in Bristol.
Company is going to enter Indian market so that they can internationalise their business to earn
high profits and revenues. Analysing opportunities for the restaurant in India is beneficial as
government their is making efforts to boost the tourism sector. Organisation is going to achieve
its goals and targets by using digital media as it is the best way to connect with millions of
people in limited time. So it is the good opportunities for the turtle bay to expand in India. The
Govt. of India has allowed the five years free tax to new Restaurant and resorts. India is large
place for tourism and travel as it provide the diverse portfolio for cruises,adventure, medical,
wellness and other religion tourism. There is impassable increase in the performance of the
major cities in India due to increased travel and tourism the country for the business and leisure
activities. Mainly the information has been analysed from the global repost of UNESCO World
Heritage sites and other authorized governed sites which has the reliability and adaptability over
the data specification. Turtle bay is mostly famous for the Restaurant at the beaches and India
has been nowadays turns out be the country which boat a number of attraction and have
unmatchable diverse topography which makes it the ideal destination for the tourist. There is the
increase in the international market share of tourism and hospitality and more to expected to
increase in long term. More and more new Restaurant s are established along with foreign
hospitality players and heading more towards Indian market.
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Strategic analysis.
In term of having the strategic analysis it has been identifies the Restaurant are facing the risk
due to the continuous changing demand of customer along with the change in there
perception. Because of continuous changing needs of customers, restaurants such as Turtle bay
are required to change their strategies and tactics in a strategic manner. This will help the
restaurant to sustain a strong position in Indian market. Due to increase in the travel and tourism
opportunity in the country, competition from domestic and international firms is very high. The
Restaurant also faces the risk of seasonality in business along with change in demand and
preferences. Main ethical issue which can be faced by a restaurant in Indian market is over-
serving of alcohol and staff scheduling in which few employees are scheduled at peak time to
earn more tips. In this case, other employees misses the chance to earn good tips. The company
has the ethical responsibility to fulfil their corporate responsibility for sustainable management
in an organization. In case of CSR, main responsibilities of manager in Turtle bay will be to
utilise natural resources in a proper manner so that they will not be over utilised. The company
should maintain the confidentiality of the customers along with having the cultural and social
respects among each customer as India the diverse country having different cultural difference.
Internal analysis
Resources within the organisation The company has merged with other successful firms
who has technological advancement that helps the company in strengthening their operations and
has build a dependable supply chain. Turtle bay has trustworthy supplier of raw material that
gives advantage to the company to face any challenge. The company has highly efficient
personnel with new technological advancement that they have a successful track record in
developing products i.e. innovation. Main resources which are available to Turtle Bay restaurant
are skilled employees, high investment etc. With the help of these resources, concerned
restaurant can properly establish itself in Indian marketplace.
Evidence of Entrepreneurial Innovation:- Turtle Bay has a growing record as it is
successful in bringing new product that means innovation. The firm has always try to bring
something new as they used high tech services; installed maestro iPad Xpress for booking orders
of customers within restaurant. Other than this, drinks and meals offered at restaurant is
experimented by addition of different flavours especially flavours appreciated by people in India.
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This will help company in sustaining a strong brand portfolio and it is extremely useful of them
if they want to enlarge their business by introducing new products.
Influence of Founders:- The founders of Turtle Bay are not supportive, so the company
face issues while decision making. The management decides something new to brought to the
market after so much research, but the founders have trust issues with the management. So, they
take too long to invest in the new product and company miss the opportunity. But the founders of
company have active role in managing the funds and finance of company. Due to this, financial
statements are prepared on monthly basis to eliminate those aspects which are costly and serve
nothing to the concerned organisation in terms of revenues.
Environmental analysis
Global, Regional and emerging markets:- India is emerging as an travel heritage, and the
number of travellers is keep on increasing. According to pestle analysis it is an opportunity for
the company to establish their Restaurant in India. The government is also supporting the
Restaurant industry, has reduced taxes so that more people invest in this industry. The company
has a well known name in this industry so it will be easy for them to flourish in the new market.
Socio cultural influences:- The beliefs and attitude of people is changing according to the
new trends in this industry. Nowadays people prefer destination wedding, they book a Restaurant
or a resort so this will beneficial for turtle bay to introduce new Restaurant in India. People are
changing with the changing trends , they like to go on vacations and spend quality time, so from
this aspect also the company will be benefited.
Environmental & Competitive Analysis:- According to Porter's Five Forces the company
has threat of rivalry firms as their are well known brands existing in India. The customer's prefer
going to Taj Restaurant , Leela Palace, The Imperial, Oberai Udaivillas and some others who
will be tough competitors for Turtle Bay.
Data Collection and Analysis.
Research methodology is the specific process to use of tools and techniques to analysis
the information about the research. It is based on the analytical framework that associate with the
specific set of assumption use for conducting research. The research has been taken place to
identify the major issues and the role of digital technology in the expansion of the business in
India.
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Research type
It is based on the types and nature of the research along with behaviour which is
implemented in the research to determine and interpretation the facts and figures (Zaveri and
Amin, 2019). There are mainly the two types of the research group that is quantitative research
and qualitative research. In this research report, the researcher has used the qualitative research
which is based on the interest of humans along with non-numerical elements. This type has
helped us in identifying behaviour of Indian market for the company turtle for the expansion in
country. In this context, a questionnaire will be prepared in which customers are asked about
their favourite drinks and dishes. 100 people on random basis will fill that questionnaire and their
opinion will be considered as the opinion of entire population living in India. The information
will be based on the theoretical aspects & benefits the manager of company to decide best menu
for their dishes and drinks. qualitative research is treated as most accurate research as face-to-
face interaction with customers take place.
Research Design-
It can be termed as the framework of methods or techniques chosen by researcher to
accomplish the research. It establishes the logical relationship between the different components
or variable of research project. There are two types of research design: Exploratory and
Conclusive. Mainly the researcher used exploratory research to explore the specific aspect of the
report based on its aim and objectives. This research design doesn't bring promises the accuracy
in result but it will assists the researcher to analyse the answers of question to accomplish the
objective of research. The use of this research design has helped to have proper analysis of the
market trends and demand in Indian market to accomplish the objectives of research.
Research approach
In the research project consist of plan and procedure regarding the different assumption.
The approach has implemented according to behaviour and nature of the research problem
which has been addressed. The approach has been divided into different types; deductive
approach and inductive research approach (Rannikko, Tornikoski and Löfsten, 2019). The
researcher has addressed the inductive research approach as to identify the existing theories
pattern along with interpretivism philosophy that includes the integration of different human
elements.
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With the use of the inductive approach and interpretivism philosophy, company can be
recommended to implement high technological advancement in their business operations and
activities. The inductive research approach is well suited to complete the research project as this
approach initiates with the observation and ends by offering`. It has help in identifying the
patterns from the exiting theories in order to observe from hypothesis series.
Research philosophy
It the important part of research methodology as it is the belief in the way the data is about
the related case has be gathered and analysed. It mainly deals with the development of
knowledge, source and the nature if the research project phenomena. It is the best way to collect
the information and analyse the relevant information about the research project. In this research
report, interpretivism philosophy has been used to indentify different elements with integrated
interest of human and reality through the instrument and consciousness. This made the
reseracher to have better understanding in competitiveness in market.
Ethical consideration
The ethical consideration is about the common aspects and the moral values that the
researcher should understand and keeping in mind as the time of competing the research. It the
common ethical aspects that is required to solve the research problem with accuracy and
effectiveness. The common ethical aspects that should be considered while conducting the
research that research participants should follow and maintain the procedure of the research
project. The respect of dignity of each participant should be there with reach analysis (Nambisan,
2017). The researcher should maintain the authenticity of report by maintaining the privacy and
protection of research participants. The confidentiality level should be maintained by the
researcher by conducting the reach. There should be transparency and accuracy in time taking to
complete the report with having any fraudulent practices.
Data collection Methods
It is the method for collecting the relevant data from the specific sources or survey as to
find the answers for the research problem, hypothesis testing and evaluation of the result. It is
the systematic approach for gathering and measuring information gathers from various sources
to analysis the accurate insights for the research problem using the standard validated techniques.
There are mainly two different types of the research data collection method- that is primary data
and secondary data. In primary, data is collected through questionnaire and interview but in
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secondary data the collection data in done through Literature review, journals, report and
internet. The secondary data has been collected and analyzed on the basis if various research
paper, journal and many of the articles. The data more has been analysis from the data collected
on the behaviour and trends of retail business in Indian people. In this report, the researcher has
used the secondary data collection method for gathering the information through internet and
journal articles.
DATA ANALYSIS
For the data analysis of the particular research report, secondary analysis has been done .
Secondary analysis is about the re analysis of the qualitative data collected for another research
by different researcher as the wish to address the new research question.
Significance of Digital Technology
In the expansion of business towards emerging markets like India, Digital technologies
help Turtle bay in many ways which leads it to be successfully able to explore the Indian market.
For the successfully expansion of business into new markets, company needs to know about the
customers, their needs, wants & expectations. For that, organization needs to communicate with
them. Due to digital technology, Turtle bay is able to easily communicate with their customers
and track their activities through various techniques. These techniques can affect the firm's
ability to communicate with any of its parties which lead to help in gaining customers attention.
This results in stronger brand image of Turtle bay (Nambisan, 2017).
Due to digital technologies, the techniques and software which are being used by
Restaurant for the purpose of producing high quality accommodation service, are upgraded.
They don't need more resources which lead to reduction is production costs as well as prices of
the service. Drop in costs is beneficial for the Restaurant as it has be able to produce high
quality services at the low costs which results in improvement in organizational efficiency and
effectiveness. Overall, company is able to generate more revenue which results in increment in
profitability of the Restaurant .
With the aid of digital technology, company is able to store large data and information in
servers and database. This information help them to take decisions regarding future plan or
products or service, customers, etc. Moreover, due to technological advancement Restaurant is
able to store their data secure and access it with anyone within a few seconds and at one click.
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With the aid of digital technologies and devices, there are existing of various consumer channels
which lead Restaurant to easily communicate to their customers. This is beneficial for the
reduction in the gap which is between the demand and supply of the services. Reduction in gap
can help organization to grow more in the terms of customers' satisfaction and customers'
positive perception towards the Turtle bay. Along with that, these devices and technologies are
small in the size which is easily carried out by the organization. This lead to less space and more
portability (Kane and et.al., 2017).
For the successful expansion of business into new markets, it is very important for the employees
to work more effectively which is only possible through digital technologies' adoption. For the
Turtle bay, digital technologies are playing vital role as it enables them to do instant
communication which lead to create the co-ordination between various business activities.
Overall co-ordination results in achievement of organizational objectives of Turtle bay.
Expansion into Indian market.
For the successfully expansion of business into Indian Markets, there are various ways
which can be used by the Turtle bay. They use mainly marketing technologies in order to gain
customers' attention towards the Restaurant service. For the successful marketing of the service
being offered, Turtle bay has use social media which are available at the smart phones as well as
at computer devices. Along with that, for the wide spread of any kinds of news, people are taking
help of the social media. Thus, Turtle bay is using various social media in order to inform their
existence into Indian Market. With the help of social media, Restaurant is able to interact with
the customers in order to understand their needs, wants, buying behaviour and perception so that
they can provide them services accordingly. Social media also helps them to know about the
content which is based on the user generated. These contents help Turtle bay to take decisions on
the basis of the customers activities (Kane and et.al., 2015).
Another marketing technology is online offering of services. This system is known as
online business model. It helps them to expand their business activities into the Indian markets.
Through this model, company is able to provide its services to the Indian Customers which helps
in gaining in the market share and customers' satisfaction. High customer satisfaction is
considered to be a factor behind the success of the business.
Website is also considered to be a digital marketing technology on which details of
company and its offered services are given. It is considered to be the most common digital
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technology through which company easily reach out to its customers. Website helps customers to
be easily interactive with Turtle bay which is helpful in achievement of organizational goals &
objectives (Zaveri and Amin, 2019).
Another ways through which company can enter into Indian Market are Joint Venture
and Franchising. In franchising, Company has give permission to the company who are ready to
open a Restaurant under this brand image and pay the franchising fees. For that, Company has
go advertising about it into Indian Market and do agreement with the suitable party. Under the
Joint Venture, company has do partnership with other company operating in Indian Market. It
has allow both companies to share their risks, technologies, profitability and product & services.
This has be implemented by the compliance with government regulations related to the foreign
trade and joint venture. Joint venture will be a good method for Turtle bay to popularise
themselves in Indian market rather than franchising.
Literature Review.
Role of digital technology in business.
According to Ahluwalia (2019) Digital transformation have transformed the modern
business by bringing the revolutionary changes all the human aspects of the business. With the
implementation of technological advancement in company it however improves the profitability
along with boost speed to products and customer satisfaction. On the other hand it was argued
by Connell (2019) technological advancement becomes obsolete very rapidly, which means what
the company spend today will became obsolete with the time it is installed. However it is
expensive investment to company for revamping of related system along with training of
employees.
According to author digital transformation leads to streamline activities and automation
which enable the business to move quickly which reduce the overall cost. The up gradation of
technology has eliminated space and boundaries between company. However the Dewi and
Darma (2019) disagreed as it makes the employees lazy in organistion and kills their creativity
and innovation. They become unable to solve business high end problems as computers or
software can perform it with no challenge.
According to Dumitriu and et.al. (2019) with implementation of advance technology the
communication between the employees improve as it has become easy to contact with someone
from wherever it feel convenient. However it was argued by Flyverbom, Deibert and Matten
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(2019) that it gives the invitation to hackers. There can be emails containing of malware which
can affect the computer system. For example in case of Equifax in which a private information of
million people were stolen with electronic snooping.
However it is stated by author Connell (2019) technological advancement leads to
increase in collaboration opportunities which includes the quality and production simultaneously.
The business is managed to hire new specialist to give training to existing employees. On the
other hand it was argued by Flyverbom, Deibert and Matten (2019) it created the environment of
dependency among the employees to get there work done. There is the development of one skill
in employees at the expense of other skills.
International theories for entering into new market.
There ia major impacts of the firms internationals operations while choosing the mode of
entry into the new market. There are the exiting literature regarding the identification of the three
underlying construction that influence the decision-making of entering new modes in market.
According to Connell (2019) it was stated that the choices of firm in decision of entering
mode basically depends on strategic relationship of firm prevailing between operation among
different countries. On the other hand Ahluwalia, (2019.) argued that there are different variables
which uses to suggest modes of entry and the resolving differences as accepting the trade off.
There are various theories such as the TCA model ( transaction cost analysis) which is bases on
the economic transaction economic cost which plays as important role as economic tools to solve
the issue. According to the Kane and et.al., (2015) with TCA model helps in organization the
structure and design of company which determine the transaction cost. The () also supported the
statement ensuring the company to chose specific mode which can maximize the long term
efficiency. On the other hand Li, , (2016) argued that in the case of competitive market low
modes are preferred as there are threat of replacement are prevailing which used to dampen
opportunities and forces suppliers.
As per the views of Matten (2019) turtle bay should have the implementation of the TCA
model as the country like India has large number of competitors are the local marketeer. So there
is the high risk for replacement are prevailing which use to dampen opportunities and forces
suppliers.
According to author Matten (2019) the turtle bay can use technology advancement for
the promotion of product and services of company as to became successful in global market. It
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help in increasing the sales and production of company. However it was argued by author that
Connell (2019) companies are paying more focus in the operation implementation of technology
rather than the transformation one. Due to the inconsistency at the initial stage there is decrease
in productivity.
As per the views of Dewi and Darma (2019)there is the availability of suppliers in the
India along with little threat of replacement . The author also stated that due to threat the
transaction cost associated low modes transition has been increased for turtle bay. On the other
hand , the Dumitriu and et.al. (2019) argued that due to the need of stringent negotiation and
supervision of contractual relation, the company has taken strategic decision for the stability and
establishment.
As per the view of Dumitriu and et.al. (2019) it as argues that marketing technique is the
best option to have expansion of firm in other country and gain competitive advantage over
competitor with the implementation of the different strategies in the market. However, it was
argued by the author Connell (2019) that expansion of the company into the new market along
with change in technological advancement has lead to high level of risk and results in decline in
early stage.
Technological advancement in Turtle bay.
According to the author Dewi and Darma (2019) the organization have the ability to
maintain the competitive advantage by proper strategic planning for the technological
advancement. It helps in proving the efficiency and effectiveness of the company operation along
with development of modern technology. On the other hand it is argued by the author Dumitriu
and et.al. (2019) company the improper planning of strategy with the proper research or the
expansion market has create the high level of risk in the expansion and development on the
company.
As per the view of the author Dewi and Darma (2019) for the successful marketing of the
products being offered by the organization, Company should use social media which are
available at the smart phones as well as at computer devices. People are addicted to the social
media. On the other hand it was argued by the author Matten (2019) that there is lack of
reliability on online marketing in the Indian market so the company has to perform in the retail
outlets also for the proper development and intensification of the business in longer run.
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According to the view of author Flyverbom, Deibert and Matten (2019) the
implementation of digital technology leads to the success of the company with the help of the
modern approach and leads to be cost-efficient for the company in expansion strategy. However,
it is argues by the author Dumitriu and et.al. (2019) that the technological advancement along
with the expansion of the company is the new market is the bad combination as it has increase
the cost of the company along with the cost of training and development of the employees. The
change strategy has be implemented which make the employees stagnant for the period along
with lack of motivation.
Growth Strategy Proposal.
The turtle bay Restaurant is one of the beautiful resort exactly located in the beaches.
The company want to expands its business into India. After the secondary research it has been
analysed that the country has the strong competitors and many more pros and cons to develop
into the country. The company has been recommendations the following approached to have the
acceptance of strategies to expand into country. The data analysis for the particular report has
been concluded regarding the development and expansion of turtle bay.
Market led approaches.
The Restaurant turtle bay should implement the yield management which involves
giving the right rooms to the correct customer at the right time the variable pricing strategy
should be developed since there is change in competitor price , preferences of customer along
with budgets and demand levels. Du to the proper involvement yield management there are less
chance of occurring the error and will be benefit the Restaurant turtle bay credibility and
forecasting results and actions. The customer expectation is dynamic. So having the
understanding of expectation of customer will make the Restaurant easer to serve right
customer and change in price driven with preference of customer. The next can be about the
effective segmentation as to cater the specific market. The company should target middle level
income group in age between 20-50 years.
Turtle bay may focus on the pricing strategies which is being adopted by the competitors
in the Indian Market. Along with that, they may need to look after the quality regulations which
is being imposed by the Indian Government on foreign company. It leads them to determine the
quality of the products accordingly to the new customers who are from Indian Market.
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Resources led approaches
At the time of expansion of the company should understand the development of
resources which can be driven to the company sources and other benefits. There should be
sustainable shared vision that should gather and organize the resources which are tended to be
necessary to develop a sustainable business practices. The company should play strategic role
in solving environmental issues and develop a sustainable business model. This will also help in
effective implementation of adequate employee support and participation.
The next sense of responsibility is for developing employer and employee relationship.
There should be effective training and development of employees. Restaurant can provide their
employees training and development programs in order to acquire the required skills and
capabilities to operate the digital technological devices so that they can easily work on that and
can improve their work efficiency. Overall it may lead to improvement in the organizational
efficiency and productivity of the Turtle bay. Another strategy, they can adopt is leveraging the
team, employees and stakeholders. For that, Firm can provide them in house training. This type
of training can help employees to gain knowledge which is related to the hospitality industry.
This is benefits for the organization as it can help employees to do something innovate in the
business which may lead to leverage.
The next is the technological advancement as it has the power of influencing and
transforming business purpose , process , product and the services . It has been interpret that
India is one of the most top market where Cyber security is breaching and it affects the
hospitality industry in India badly. Thus, here technological advancement are required so that
breaching of security can be reduced (Here's why India's small businesses are sitting ducks for
cyber criminals, 2017). Research and development strategy can be use by the organization in
order to get to know about the cyber security, market and business environment whose factors
may affect the business directly. This impact can lead to innovation destruction in the
organization. Thus, they may need to investment in research and development strategies in order
to reduce the impact of external, internal and competitive factors on the security of data,
technology and organization. For the maintenance of technological advancement in the
organization, Turtle bay may need to make reserves and transfer some fixed percentage of the
profits so that they have enough fund to buy new technological devices for the betterment of the
firm.
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Website is also considered to be a digital marketing technology on which details of
company and its offered services are given. It is considered to be the most common digital
technology through which company easily reach out to its customers. Website helps customers to
be easily interactive with Turtle bay which is helpful in achievement of organizational goals &
objectives (Zaveri and Amin, 2019).
Partnership and Alliances.
Another ways through which company can enter into Indian Market are Joint Venture
and Franchising. In franchising, Company has give permission to the company who are ready to
open a Restaurant under this brand image and pay the franchising fees. For that, Company has
go advertising about it into Indian Market and do agreement with the suitable party. Under the
Joint Venture, company has done partnership with other company operating in Indian Market. It
has allowed both companies to share their risks, technologies, profitability and product &
services. This has be implemented by the compliance with government regulations related to the
foreign trade and joint venture.
CONCLUSION
The implementation of the digital technology in the development of business has lead the
company to gain the competitive advantage in the development of business. There are many
advantage and disadvantage of the implementation of the technology in the business. There is
improved communication along with loss in the personal touch and interpersonal skills among
the employees. In his report it was analysis that there is major dependency of the employee on
the software and computerized system which somewhere impact their creativity and innovation.
The technological advancement in Restaurant can focus on the brain storming technique
and use their network in order to encourage the sharing of information from one party to another
within the business boundary. Secondary sources has been used to collect the information is
which was analysis the company is more investing in technological advancement along with
expansion in Indian market. The Restaurant is investing a huge investment which can be turned
out be risky at the in vital stage of the productivity and profitability. They have to perform the
various researches on the availability of source in Indian market to penetrate into hospitality
industry.
Turtle bay is using various social media in order to inform their existence into Indian
Market. With the help of social media, company is able to interact with the customers in order to
13

understand their needs, wants, buying behaviour and perception so that they can provide them
services accordingly. The Restaurant has to provide training and development to the employee
so that digital technologies are effectively implemented.
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