Author: Nida Waseem
TABLE OF CONTENTS
CONTENTS PAGE NO
2.1PORTER`S FIVE FORCES FRAMEWORK2
2.2THREAT OF SUBSTITUTE PRODUCTS3
2.2.1LARGE RETAIL STORES PRODUCTS3
2.2.2RESTAURANTS AND FAST FOOD SHOPS OFFERING VARITIES4
2.3THREAT OF SUPPLIERS4
2.4THREAT OF BUYERS5
2.5THREAT OF NEW ENTRANTS6
2.5.1INITIAL SET UP COSTS6
2.5.2MARKET DOMINATED BY MAJOR PLAYERS6
2.5.3GOVERNMENT RULES AND REGULATIONS6
2.6INTENSITY OF RIVALRY6
3.1FUTURE ASSUMPTIONS OF PORTERS FIVE FORCES RELATED TO KEBABISH ORIGINAL8
3.1.1THREAT OF SUBSTITUTE PRODUCTS8
3.1.2THREAT OF SUPPLIERS9
3.1.3THREAT OF BUYERS9
3.1.4THREAT OF NEW ENTRANTS9
3.1.5INTENSITY OF RIVALRY10
KEBABISH ORIGINAL RESTAURANT
Kebabish Original Restaurant was established for more than 20 years with 60 restaurants situated in various cities in U.K. All the restaurants of Kebabish Original are listed online for customers’ convenience to locate them with contact numbers and opening timings.
Kebabish Restaurant food is inspired by the traditions. The restaurant is largely famous for its Punjabi and Indian cuisines. Their speciality lies in the mouth-watering curries and the thrill of the grill. Every Kebabish restaurant has a visible flame grill and open kitchen view which poses a live theatre by the cooks. This adds to the exciting experience of the restaurant. Disabled are also welcomed and arrangements are made for their convenience. The restaurants are air-conditioned and have a welcoming and relaxed atmosphere.
The restaurant offers variety of food that include vegetarian and non-vegetarian curries, seafood selection, variety of traditional breads, fast-food, choice of starters and various rice dishes which are cooked to order offering the customer to decide how spicy they like their food to be.
1 PORTER`S FIVE FORCES FRAMEWORK
The five forces framework is designed to give an analysis of the industry and companies working in their macro environment. It is one of the fundamental models that was proposed by Michael Porter in 1980 which is based on the industrial or external aspect of a company. This model help a company to understand its position in a competitive market in which it operates .It can also be used by new companies planning to enter the competitive market to comprehend how competitive the market is and the basics that it should consider when entering the market.
The Porter`s five forces framework includes:
• Threat of substitute products
• Threat of suppliers
• Threat of buyers
• Threat of new entrants
• Intensity of Rivalry
These forces encompass an organization in the market and become its critical striving factors which it has to deal with every day.
Kebabish Original restaurant will analyse these five forces to understand where it stands in the market.
Fig 1: Porters Five forces model (Palmer & Hartley, 2006)
3 THREAT OF SUBSTITUTE PRODUCTS
Substitute products are those products which the customer can switch to and they provide similar service to an organization’s product or satisfy similar needs. The threat of substitute arises due to the technological advancements. Alternative products have developed that satisfy similar interests by offering comparative prices in the market (Palmer&Hartley, 2006). Alternative substitutes have the power to shift the whole market from using one type of product to another.
1 LARGE RETAIL STORES PRODUCTS