Business Plan of Asian House Restaurant

Only available on StudyMode
  • Download(s) : 161
  • Published : February 25, 2013
Open Document
Text Preview
KYMENLAAKSON AMMATTIKORKEAKOULU University of Applied Sciences International Business/International Marketing

Hongmei Zeng Business Plan of Asian House Restaurant Bachelor’s Thesis 2011

ABSTRACT KYMENLAAKSON AMMATTIKORKEAKOULU University of Applied Sciences International Business

Hongmei Zeng Bachelor’s Thesis Supervisor January 2011 Key words

Business Plan of Asian House Restaurant 45 pages + 3 pages of appendices Ulla Puustelli, Senior Lecturer

business plan, restaurant, Asian House, marketing

The purpose of the thesis was to make a practical plan for setting up an Asian restaurant “Asian House” in Oulu. The business plan clarified what kind of food will be provided and what customers could be targeted in the restaurant, where the premises would be located, and what particular marketing activities would be designed by using different marketing communication tools to achieve customer acquisition and retention. In addition, detailed financial budged was made. The theoretical background for constructing the business plan was based on a number of books about what are key elements in writing a business plan and what other theories should be used to carry out the research. Some research papers were based on about what are the key factors when customers choose a restaurant and what marketing strategies make a restaurant successful. In order to create a specific operational scheme and get a close at competitors, a Chinese restaurant owner was interviewed and the Korean restaurant “Korea House” was visited in Helsinki, and also six restaurants were observed in Oulu. The thesis shows a basic model of writing a business plan. Because the plan is limited to a specific industry in a specific area, it means anyone who uses this thesis as a reference for making a business plan must take targeted industry into consideration.

TABLE OF CONTENTS 1. INTRODUCTION .......................................................................................................... 7 1.1. Why did I choose this topic?................................................................................. 7 1.2. Theoretical background overviews ....................................................................... 8 1.3. Empirical research ............................................................................................... 8 2. BUSINESS PLAN ......................................................................................................... 9 2.1. Structure of the plan ............................................................................................. 9 2.2. Executive summary ............................................................................................ 11 2.3. Organizational plan ............................................................................................ 13 2.3.1. Legal structure .......................................................................................... 13 2.3.2. Location .................................................................................................... 14 2.3.3. Products, services and the restaurant interior........................................... 17 2.3.4. Personnel profile ....................................................................................... 20 2.4. Situational analysis ............................................................................................ 21 2.4.1. Customer analysis .................................................................................... 21 2.4.2. Competitor analysis .................................................................................. 24 2.4.3. SWOT analysis of the restaurant .............................................................. 31 2.5. Marketing plan.................................................................................................... 32 2.5.1. Core competence ..................................................................................... 33 2.5.2....
tracking img