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Marketing coursework

Extracts from this document...

Introduction

Section 2-4 The Business Proposal The assignment I have been set is to start up a small business in Kuala Lumpur Malaysia as a part of my GCSE Business studies coursework. The idea I have is to set up a restaurant. I chose to start up a restaurant as I this is an area of business I am interested in and thought it would be a both enjoyable and profitable business to do. I also thought it would be good idea as I know people from the restaurant business and they can help with good advertising companies and help me with my marketing ideas. I could get information on the business from someone who has already put the time and effort in to start up a restaurant. Although I'd like to conduct some research before finally deciding I have an idea to open an Italian restaurant near Hock Lees in Damansara Heights in Kuala Lumpur. This restaurant will be a modern Italian family friendly restaurant. We will open in the mornings and through lunch with the aim to have expats who shop at Hock Lees during the day stop by for coffee, a snack and lunch. We will also open in the evening for families who live in the area with children to stop by for a quick dinner. The food that we will offer is modern Italian food, pasta, pizza, meats and fish. Our speciality will be carbonara pasta and for dessert chocolate pudding and custard. Our pricing strategy will be medium to expensive, as expensive as Jarrod and Rawlings and more expensive then W.I.P, the reason for this is that the people who live near Hock Lees, are generally very wealthy and can afford to pay a little bit extra for food. Name JJ's Pizzeria I have chosen this name as it is the initials of my first and middle name; I thought it sounded really good with pizzeria next to it. ...read more.

Middle

Looking back at my questionnaire i would have asked more questions about, would they rather eat in a shopping centre, hotel, or separate restaurants? I would have asked this question as i though it might have helped me to decide where the restaurant will be. I expect the results of my market research to be quite accurate as the questionnaire results are from primary research. The issues i had with my primary research was that when i first made my questionnaire, i had to decide what my sample size would be, this was confusing as i didn't know if the number i had was too big or too small. The final sample size I did was 8 people, for the samples i mostly asked people in the same class as me, but i also asked my parents. The frame of people asked was generally another limitation. I found that after i had asked all my questionnaires most of the answers were the same, i think this was because i mostly asked expats. I feel that if i had asked locals i would have got completely different answers, i also feel i asked too many women, I think if i did it again i would make sure i had at least 50-50 men and women. Finally the last limitation i feel was the amount of time i spent asking people, i think that when i asked them they didn't spend enough time answering them, i think that if they had longer time to do it then they would of thought more about the answers. Section 8 Business Environment The business environment is anything that can affect which surrounds it, which the business can have no control over. The factors that will affect my business will be based on SLEPT. Social Legal Environmental and Ethical Political Technological These are all external factors that affect the running of the business Social * The main factor of social environment which will affect my business is Demography * The ...read more.

Conclusion

have to train them myself, and finally for the liability or cash flow difficulties, if needed my family said they would help me to overcome this problem. My marketing plan achieves it objectives as I said that I plan to: Profit and loss statement: Total sales - 20 X 75 = 1500 X 7 = 10,500 Total staff+ 5X100 = 500 X 7 = 3,500 Wages= Total Rent = 4000 a month = 1000 a week Total food + = 2300 a week = 2300 Drinks cost Other costs = 2000 a week = 2000 (Electric, marketing) Total cost 8800 Net profit = 1700 a year * To break-even by the end of the first year, to survive - having put together a profit and lose statement, if I hit the minimum number of people per day, I can make a small profit by the end of the year. * To gain a great reputation in the local community - plan to have a good reputation helps drive the sales up. * To serve at least 20 people each day (to be confirmed based on profit and loss projection) by May 2009. - A lot of people go to Bangsar (the area where my restaurant is) I would need to make my restaurant more attractive to make people come in. * To provide employment for at least 15 people - I think I will be able to achieve this also as I will need, cooks, waiters/waitresses, people at the bar, and people at the door to greet customers. The most critical thing is to get the number of people through the door. Improvements The improvements I would use for my restaurant if I were setting it up for real would be to spend more time researching the area around where my business will be and spending longer on ways to promote my restaurant. But most importantly on how to promote it would be to spend longer and make more designs for my promotional material. ...read more.

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