FEASIBILITY STUDY TO START A RESTAURANT IN THAMBARAM
Table of content
2.II. METHODOLOGY 2
3.III.ANALYSIS AND FINDINGS3
4. III.1. FOCUS GROUP3
5. III.2. INTERVIEW SCHEDULE10
6. III.a.Fig. PORTER’S 5 FORCES11
Chapter - I: INTRODUCTION
This paper deals about the feasibility study of setting up a restaurant in Tambaram, near Chennai. Chennai is of the best cosmopolitan city. Hotel industry plays a major role in developing the city by the standard of living. Hotel industry is one of the essential industries. This industry serves the different customer in different aspects like taste, preference, price, quality etc. In Chennai, many varieties and range of hotels are available. As Chennai is the manufacturing hub of India, different class of people make business meetings and dealings in different hotels which provides these facilities. Wide range of people travel to Chennai to earn their living and the thriving population has mostly increased in the past few years. Apart from hotels, restaurants are the highly targeted places in Chennai. In this fast moving world, people do not have time to cook their own food and take it to their work place and even get ready with their breakfast. So, restaurants with different traditions of the south as well as north are started in and around Chennai. Considering this aspect, an idea to do research on the feasibility of starting a restaurant in Tambaram was taken up. Near Tambaram many manufacturing industries have rose up and the places in and around Tambaram have become residential areas but the number of restaurants is limited. So there is a niche market to be captured by opening a restaurant in that area. Thus the aim of this study is to know the customer preferences about the varieties of food and other aspects which will bring up the restaurant as a successful one.
Chapter - II : METHODOLOGY
The focus group is a qualitative research method designed to ascertain the opinions, attitudes, and behavior of target audiences. Typically, 8-10 persons meet to discuss topics selected and presented by a moderator, who afterwards prepares an analysis. For the feasibility study of starting a restaurant in Chennai, two focus group interviews were conducted with 10 participants who were native of Chennai and participants who were related to the hotel industry. In a controlled environment for duration of 90 minutes, the focus group interview was conducted in the presence of a moderator. Different ideas related to the customer involvement and expectations in the different food recipes and the external and internal environment of the hotel were discussed.
This study was carried out through structured discussions with 13 industry professionals who have been working in the industry for over ten years and are holding top and senior management positions either as practicing managers, heading important offices in restaurant industry. The Five Forces was used to get the clear picture about the business environment.
Chapter - III : ANALYSIS AND FINDINGS
The focus group interview was conducted with the 10 participants each time and the participants were selected based on their work experience, native, and knowledge in industry. The discussion extended about 90 minutes and different ideas were generated on III.1.i.PRODUCT:
The following aspects regarding the product were discussed and ideas relating to the product were generated: •Tastes and preference of the customer
Most of the people prefer the traditional food than the other Western culture foods. Tastes play a major role than the other attributes. •Theme based restaurant
Instead of some normal restaurant, people like theme based restaurants •Quality of the service
Service is the most...