The Business Plan for
Manly’s restaurant sector seems to lack a restaurant that will provide consumers with an authentic Brazilian dining experience. Currently, most restaurants in the area meet the expected industry standards but lacks in the supply of high quality food, beverage and service originated from South America. La Barata will target that gap and launch a Brazilian cultural experience in the Manly area specialising in dining, cooking classes and entertainment.
La Barata is an innovative restaurant with the ground-breaking concept of combining dining and entertainment at the same time and place. The restaurant will be located at the wharf in Manly, thirty minutes from Sydney CBD. The target market will be tourists and immigrants from South America as well as other international tourists and locals. La Barata will focus on middle and upper class but will not by this exclude other target markets. The restaurant will create a warm and welcoming environment that allows the customers as well as the employees to get a feeling of a friendly atmosphere. La Barata’s vision is to:
‘The aim for La Barata is to be the first choice for all customers who seek excellent food, service and culture experience’
Currently there is no restaurant in Manly which offers such a unique concept that La Barata is aiming to achieve. La Barata will underline its concept with three key points:
• Deliver a unique cultural experience
• Provide high quality dining and service standards • Guarantee all stakeholders to keep up with constant • change and trends in the industry
The main issues analysed and discussed in this report is whether there is an opportunity in the market that allows a new restaurant to launch. The second key point discussed is the high level of competitors and if they will appear as an obstacle for La Barata to operate successfully in Manly. Another essential topic will be discussed focusing on the future trends in the macro environment that would have an impact on La Barata’s organisational structure.
The methodologies used in this report include secondary research. The data is mainly collected from websites regarding contemporary issues in Australia and especially Manly. The information and theories has also been sourced from textbooks and personal communication. This business plan has made it possible for La Barata to see the viability in the restaurant industry in the Manly area. In addition further recommendations and possible alternatives have been included as a conclusion to the report.
Table of Contents
2.0 Demand for International cuisine in Manly
2.1 Opportunities in Australia
2.1.1 Economic factors or influences
2.1.3 Other Issues
2.2 Trends Today
2.2.1 Travel & Tourism
2.2.3 Synergy Effect
2.2.4 Events in the market place
2.3 Profitability and Attractiveness of the Industry
2.3.1 Existing Competitors
2.3.2 Potential Competitors
2.3.3 Substitute Products
2.3.4 Customer Power
2.3.5 Supplier Power
2.4 The Market & Competition
2.4.1 Market Characteristics for dining in Manly
2.4.3 Four Biggest
2.4.4 Where do we want to be positioned?
2.5 Evaluating the Market gaps, trends and opportunities
21 2.5.1 La Barata’s Strengths and Weaknesses
2.5.2 La Barata‘s Opportunities and Threats
2.5.3 La Barata’s SWOT analysis grid
3.0 Business Environment
3.1 Future Trends
4.0 The business concept
4.1 Company description
4.2 Vision, Mission & Values
4.2.3 Mission Statement
4.3 Organisational structure
References: Aaker, A. (2001). Strategic Market Management. (6th ed.). USA: John Wiley & Sons.
Australian Bureau of Statistics. (2007). 4102.0 - Australian social trends, 2006. [Online].
Australian Government. (2007). Industry. [Online]. Available:
http://www.industry.gov.au/content/itrinternet/cmscontent.cfm?objectid=869952B9-65BF-4956-B1CA3152C6203AAE&searchID=365644 [accessed 2007, November 16].
Australian Hospitality Association. (2007). Serving Hotels Since 1839.[Online]. Available: http://www.aha.org.au/about.html [accessed 2007, November 13].
Brand, J, Noble, G, Wilding, D. (2002). Living Diversity: Australia’s multicultural society.
Business Investment Spurs Economic Growth in Australia. (2006). [Online].
Cetron, M. (2006). Hospitality in the Age of Terror. [Online]. Available:
http://www.hospitalitynet.org/file/152001642.pdf [accessed 2007, November 24].
Cravens,D., Piercy,N.F. (2003). Strategic marketing.(7th ed). Australia: McGraw Hill.
De Groots Media. (2007). Spanish Terrazas Restaurant. [Online]. Available:
http://www.bestrestaurants.com.au/restaurants/NSW-Sydney-spanishterrazas.aspx [accessed 2007, December 1].
Department of Foreign Affair and Trade. (2007). Australia: a culturally diverse society. [Online].
Food, wine & restaurants. (2007). [Online]. Available: http://www.manlyaustralia.com.au/categories.asp?id=91 [accessed 2007, November 17].
Johnson, J, Scholes, K & Washington, R. (2005). Exploring Corporate Strategy.
Johnson, J. & Scholes, K. (2002). Exploring Corporate Strategy-Text and Cases. (6th ed.). United
Kingdom: Financial Times Prentice Hall.
Kotler, P, Chandler, P, Brown, L, Adam, S. (1994). Marketing. (3rd ed.). Australia: Prentice Hall.
Kotler, P., Bowen, J. & Makens, J. (2004). Marketing for Hospitality and Tourism. (3rd ed.).
Manly Council. (2007). Manly Food and Wine Festival. [Online]. Available:
Manly Council. (2007). Manly’s Environment. [Online]. Available: http://www.manly.nsw.gov.au/Environment.html [accessed 2007, Novmeber 23].
Manly Council. (2007). Policies and Codes. [Online]. Available: http://www.manly.nsw.gov.au/Policies---Codes.html [accessed 2007, December 4]
Manly Council. (2007). What’s On. [Online]. Available: http://www.manly.nsw.gov.au/Whats-On.html [accessed 2007, December 1].
Manly, Sydney Australia. (2007). [Online]. Available:
http://www.manly-sydney.com.au/manly-restaurants.html [accessed 2007, November 17].
McColl-Kennedy, J.R., Kiel, G.C. (2000). Marketing; A Strategic Approach. (1st ed.)
Australia: Nelson Thomson Learning.
McMorran, V. (2007, November). Impact of terrorism. Lecture presented for HOSP321
at ICMS, Sydney, NSW.
McNamara, C (2007). Basics of developing mission, vision and values statements. [Online].
NetMBA Business Knowledge Center. (2007). SWOT Analysis. [Online]. Available:
http://www.netmba.com/strategy/swot/ [accessed 2007, November 29]
NetMBA Business Knowledge Center. (2007). The Marketing Mix. [Online]. Available: http://www.netmba.com/marketing/mix/ [accessed 2007, December 3].
New South Wales Government. (2007). NSW office of liquor, gaming and racing. [Online].
Our mission and goals. (2006). [Online]. Available: http://www.dewr.gov.au/dewr/
publications/ourmissionandgoals/ [accessed 2006, November 22].
Peterson & Jaret. (2007). Business Plans Kit for Dummies. United States of America: Hungry
Plan Magic Corporation. (2007). Plan to startup, expand or monitor your restaurant. Planmagic
Porter, M. (1987). From Competitive Advantage to Corporate Strategy. Harvard Business
Review, 65 (3) pp43-69
Property Value. (2007). Free Postcode Profile. [Report]. Australia.
Stonecash, R., Gans, J., King, S. & Mankiw, N.(2005). Principles of Macroeconomics. (5th ed.)
Tourism Australia. (2007). Tourism Forecasts. [Online]. Available:
Please join StudyMode to read the full document