Business Strategy for Ziosk's Expansion into the Sydney Market

This project analyzes Ziosk's business expansion strategy, focusing on entering the Sydney market. The assignment begins with an overview of Ziosk, a tablet platform for restaurants, and outlines both short-term and long-term objectives for business growth. The short-term objectives emphasize market research, understanding the financial conditions of Sydney residents, and adhering to legal guidelines. Long-term objectives include understanding customer demands, setting budget allocations, and expanding into other major Australian cities. The project also details the implementation of strategies, including market surveys, addressing legislative issues, budget allocation, and marketing campaigns using social media. The benefits of using Ziosk, such as speed of payments, e-club memberships, and labor cost savings, are also discussed. The project concludes by highlighting how Ziosk can benefit both restaurants and diners in the Sydney market, particularly in Chinese, Indian, and Mexican restaurants, ultimately leading to increased profits through a business-to-customer (B2C) approach. The project incorporates references to support its analysis.

Running head: INTEGRATED BUSINESS EXPERIENCE
Integrated Business Experience
Name of the Student
Name of the University
Author Note

1INTEGRATED BUSINESS CHALLENGE
Question no 1
Ziosk is one of the most recent online tablet platforms that cater to the needs for the
customers of the restaurant markets.
The short term objective:
The short term objective is to develop a proper business strategy by which the company
can expand its business market to Australia, especially in Sydney. The Ziosk is considered to be
the table ordering tablet that helps the customers to order their food from various restaurants in
this case (www.ziosk.com 2018). The device is generally a 7 inch Android device which is
properly designed by the Table Top Media. The customers are highly benefitted by the service of
these tablets. Their plan is to expand their business to Sydney which is one of the nerve centers
of Australia. Many types of people are present there in that city from different countries. This is
why it is a complete cosmopolitan city (www.ziosk.com 2018). As Ziosk is the first pay-at-the-
table and ordering device in the planet, they have a huge popularity in that part of the world like
Sydney. This is why they will have to make their marketing campaigns properly indeed. Ziosk
has to make the market surveys in order to understand the basic financial condition of the
common people in Sydney. According to that only, they can plan their activities. They will
provide their services according to the legal guidelines. They will also have to keep the GDP of
the city in mind (Kubiszewski et al. 2013). As they are expanding to Sydney they will have to set
some short term and long term plans to make the profits properly. The short term planning would
have to be done properly by consulting with all the stakeholders like the suppliers, buyers,
managers, directors and other internal and external stakeholders (Fassin 2012).
The Long term objective:

2INTEGRATED BUSINESS CHALLENGE
The long term objective must always be of understanding the customer demands as
customers are the one and only element of business that have the complete power. Thus the
company can prepare their budget allocations. This will be helpful for short term projects as they
are mainly targeting the Indian, Mexican and Chinese restaurants. Their market surveys have
revealed the continental dishes like the Indian and Chinese food (Cannon and Yaprak 2014).
Most people are fond of these foods as a huge percentage of people in Sydney have come here
for job purposes from China and India. Mexican food is also very tasty and delicious to grab the
attention of the people. The cosmopolitan market in Australia is one of the basic reasons for
expanding their business there.
It is also important to set the long term projects for the next 15 to 20 years that they
should set out their business operations in other big cities like Melbourne, Canberra, Brisbane
and Adelaide. The feedback from customers in USA has been excellent so they can make their
presence feel through the use of the social media platforms (Tuten and Solomon 2017). The
stable political conditions will also work in favor of expanding their business into Sydney. These
factors collectively will work for the successful expansion of Ziosk to Sydney.
They can also build the partnerships with the several technology providers. This will be
beneficial for them indeed and making this venture very successful (Cannon and Yaprak 2014).
Question no 2
In this section of the assignment, the main focus will be on the implementation of the
strategies.
In order to make successful entrance into the Sydney market, Ziosk must make proper
strategies or market surveys in order to know about the various important things there. The

3INTEGRATED BUSINESS CHALLENGE
legislative issues in Sydney have to be addressed in this context as well. Ziosk must provide a
proper budget allocation in order to proceed with this work. They have to employ some people
from Sydney itself to run the entire operation smoothly. They should also have an idea about the
annual turnovers of the best Chinese, Indian and Mexican restaurants. They should use the social
media to run their marketing campaigns properly. They should get connected with the people
who go out to dine in these restaurants (Best 2012). Thus they will be able to gain a relationship
of trust on these customers. They can provide free services for a month or so as a part of their
promotional campaigns. These things will really be effective for them indeed.
It will be important for Ziosk if they make partnerships with the top brands in Sydney for
providing them with the best internet facilities indeed. This will be very much helpful for Ziosk
indeed. Some important things can be included in their business operations as well. The people
of Sydney are very much acquainted with the use of technology (Tuten and Solomon 2017). This
is why Ziosk should take up some steps in order to capture their market in the Chinese, Indian
and Mexican restaurants. There are some benefits and advantages of using the Ziosk because it
can:-
Speed of payments
It is very easy to pay the bills using the tablets provided by Ziosk since it can save around
ten minutes for the dining guests. This is very much customer friendly because of this reason.
E-club membership
The dining guests can be convinced by the Ziosk to take up their e-club memberships. If
they are really interested and take up the memberships gthey can get certain benefits when
paying their bills at the restaurants. The enrolments in this membership have risen indeed.

4INTEGRATED BUSINESS CHALLENGE
Savings in labor
It has also been seen that the labor costs have been saved by using the services provided
by Ziosk. If the labor costs are saved, they can utilize that money for their CSR activities as well.
This will increase their societal reputation.
The people who come out to dining need to see the menu properly in order to order them
with enough time in their hands. Ziosk will provide the diners at Sydney as their tablets will be
present in all the tables (Piekkari, Welch and Welch 2014). Thus the diners will be able to order
their food without calling the waiters. This will be fast, easy and time saving as well. Thus the
regular restaurant diners will understand the benefits of Ziosk. The Chinese, Indian and Mexican
restaurant diners will be benefitted along with Ziosk as well. The profits will go higher this way
as this is completely a Business to Customer (B2C) marketing approach (Wilson et al. 2016).

5INTEGRATED BUSINESS CHALLENGE
References
Best, R., 2012. Market-based management. Pearson Higher Ed.
Cannon, H.M. and Yaprak, A., 2014. Cosmopolitan-based cross national segmentation in global
marketing simulations. Developments in Business Simulation and Experiential Learning, 28.
Fassin, Y., 2012. Stakeholder management, reciprocity and stakeholder responsibility. Journal of
Business Ethics, 109(1), pp.83-96.
Kubiszewski, I., Costanza, R., Franco, C., Lawn, P., Talberth, J., Jackson, T. and Aylmer, C.,
2013. Beyond GDP: Measuring and achieving global genuine progress. Ecological
Economics, 93, pp.57-68.
Piekkari, R., Welch, D. and Welch, L.S., 2014. Language in international business: The
multilingual reality of global business expansion. Edward Elgar Publishing.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.
Wilson, A., Zeithaml, V., Bitner, M.J. and Gremler, D., 2016. Services marketing: Integrating
customer focus across the firm. McGraw Hill.
www.ziosk.com (2018). www.ziosk.com. [online] Available at: https://www.ziosk.com/
[Accessed 4 Mar. 2018].