abc xyz...

Introduction

 top of green hills.

The relationship between these four pillars of our business and our customers

These four objective are related to our dear customers because our business is running due of our dear customers if our customer are not satisfied it means that we cannot run our business. Customer are the main key of motivation for us and our quality taste and service withGreen hills restaurant is a traditional home style restaurant located on the top of Kanju Township Mountain near sector F. Green hills restaurant is offering food and services. Food menu of restaurant include chicken ,mutton , BBQ , Fish , Rice , Soup , Snacks , Chinese , Vegetables , Salad , Hot and Cold beverages . Services of restaurant include free home delivery only for township resident, providing catering service for weeding program and as well also attending big parties. Our dear customers can also bring their own food we are only charging service charges per head only 70 rupees.

The restaurant is family owned operating by Mr Ilyas and Mr Rariq. Together they have three year experience of hotel mrime location

Main success factor of our business is our location people who visit their they are trying to visit again and again due to our natural and beautiful location. Our customers are enjoying yakhahawa and as well the view of swat from the reasonable price is motivational tool for our customers so we are trying to do our business in a unique way for the satisfaction of our customers

Objectives of the Report

The objective of this report is as under.

·         To provide information about the business development of Greenhill restaurant

·         To develop SWOT Analysis for the Greenhill restaurant

·         To provide competitive analysis for the Greenhill restaurant

·         To provide information about the current financial situation of business for Greenhill restaurant

·         To provide information about the expected cash inflows for the Greenhill Restaurant

·         To provide information about the ways for improving the business in future

                                                                                                                                          

 jective 1: To Provide information about the Business Development of Greenhill Restaurant

The first objective was to develop information regarding the develanagement. Area of the restaurant is almost 18 canals and this is our own property so we have no rental expense.

Sale projection assume 8000 per day resulting is a weekly sale of 56000 or 2, 688, 00 annually. Total startup cost only of restaurant construction is approximately 10, 000, 00 this amount is equally divided by these two partners. Profit and loss is distributed equally.

Business Objectives

The primary objectives of the Restaurant are below:

• To be the premier home-style restaurant in swat kpk.

 • To provide quality meals at reasonable prices with exemplary service.

 • To provide security for dear customers.

 • to provide best food and services it prime location on low cost for the satisfaction of customers.

Mission Statement

 Our Mission is to provide a unique and relaxing dining and lunch experience – similar to dining and lunch at home. We will strive to achieve this goal by: 1) by providing menu items incorporating quality ingredients at reasonable prices, and 2) we will be mindful of the well being of our customers and staff– treating each and everyone with dignity and respect – just like we

Features of Greenhill Restaurant

Four pillars for success of business are based on the following factors

·         Premier home style restaurant

We are giving more respect to our honorable guests and we are providing them the environment like home. We have also chlidplay ground for entertainment

·         Providing quality meals at reasonable price

We are providing quality meal to our customer with reasonable price we are doing business for the satisfaction of our customers not only for earning money. After eating meal we are asking from our customer about taste and service they give us feedback we kept the record of these feedback and if they give us any complaint we are quickly response and trying to resolve our customer issue.

·         Provide security to our dear customers

Our customers are not only limited to swat or kpk . We have also customers from far areas like Punjab, sindh etc due to our prime location . So we are providing strong security to our customers for their satisfaction.

·         Popment of business for the Greenhill restaurant. Business development entails tasks and processes used for developing and implementing growth opportunities within and between organizations (Joyce, Vincent, & Onno, 2014).  In other words, it is about creating long term value for key stakeholders including customers and markets (EiMenu

The hotel is offering quite a diverse menu which also is its strength. In future, it is expected to further increase its menu line so diverse menu is also its strength since now a days customer want to try new and new dishes.

·         Good Infrastructure

Hotel is having good infrastructure such as good furniture, nice and clean environment, large size kitchen and so on. Good and clean crockery is also its distinguishing feature. All this add to a good image of the hotel as it improves the client’s hoteling experience. There is large parking available so it also adds to the strength of the business.

Weaknesses

The weaknesses of the hotel are as under.

·         Weak Cash Balance

The hotel has recently started its operations and do not make very large sale. The result is that there is weak cash balance available to the hotel administratiobe, 2012).  The business development officer or personnel are hired to do the function of business development. Their work normally includes finding new channels and markets for distribution, conducting research for identifying and developing new products and services, exploring and negotiating acquisitions of other companies, coming up with joint venture concepts, and finding ways of staying competitive and introducing products and services to the new customers and markets. The business development for the Green Hill Restaurant in the light of its current environment is proposed as follow.

Introduction of New Products

Currently, mostly, the restaurant is offering traditional dishes to its customers. One way of doing business development can be to introduce new products. Keeping in view the Swat area and its local food taste, new dishes such as Japanese Sushi and Pizza, can be introduced.  Sushi may be a new dish but it is expected that it will get the attraction of the customers. Further, there are already pizza based restaurants in the city, so Swat people have developed some taste for the pizza. Additionally, hotel can also start the concept of providing healthy food. The trend of healthy food is new in Pakistan but it is gaining momentum especially among educated and young people who want to keep themselves fit and healthy.

Tapping to new Markets

The restaurant is already offering restaurant dining services as well as catering services for the wedding. Further, it can tap in to some new markets such as delivering food to the local offices or corporate events. For example, it can contact with some local businesses where it can start delivering the food during lunch time. Making contact with local hotels where tourists visit can also be an option. There are some local hotels which do not have food services available, so developing such relationship can be beneficial for the hotel. Another point of development can be to contact with some local transport services and ask them to stop their vehicles for lunch, dinner, or refreshment while passing the area.

In sum, the business development is about finding opportunities for expanding business. For the Greenhill restaurant, the expected opportunities are introduction of new products such as healthy food, fast food, International food, and tapping to new markets such as looking for corporate clients.

Objective 2: To develop SWOT Analysis for the Greenhill restaurant

The second objective was to develop SWOT analysis for the Greenhill restaurant. SWOT analysis refers to the strengths, weaknesses, opportunities, and threats for the business.

Followinure

The price structure of the hotel is also very good. Its prices for the products are much better than the competitors. The reason for low price is also due to the no rent expenses.

·         Diverse n. Because of weak cash balance, several new things such as launching marketing campaign cannot be done.

·         Reliance on Suppliers

Hotel is dependent on its suppliers for providing supplies such as meat, vegetables, spices, and beverage and so on. If the suppliers do not take care of the quality of the raw material provided, then it can influence the quality of the finished good i.e. cooked food which is served to the customers.  Therefore, reliance on suppliers for raw material is one of the weakness of the hotel.

Opportunities

The opportunities for the hotel is as under.

·         Tourists Business

Tourism in Swat was destroyed due to the terrorism during 2000 to 2010 and also due to the floods which caused severe dawe can say that there are some opportunities as well as threats for the firm.

 g is the SWOT analysis for the Greenhill Restaurant.

Strengths

·         Good Location

The hotel is located at a hillside area. The area is surrounded by beautiful mountain and greenery. The area is calm and cool and attract tourist attraction due to the natural beauty. So good location give edge to the hotel as it can attract a lot of customers very easily due to its peaceful and natural location.

·         Experienced Staff

The staff at the hotel is well experienced. For food, there is specialist chef who cooks quality food. Tasty and quality food is key critical success factor in hoteling industry so having experienced staff is strength of this hotel.

·         Good Management Team

The restaurant is run by two partners who are not only well educated but also have restaurant experience. For example, the author of this report is also a business partner and is having business education background. Both partners are having diverse work experience including the hoteling industry experience and thus it can be argued that hotel has good management team which is also a strength.

·         Family Atmosphere

The theme of the hotel is home like environment so it provide family atmosphere to its customers. The family type of atmosphere is also its strength since a lot of time families prefer to dine out in such places where they can enjoy quality time in relaxed manner. Locations where there is not very good family atmosphere, may be very difficult for families to visit.

·         Price Struct

Objective 3: To Provide Competitive Analysis for the Greenhill Restaurant

For understanding the competitive environment, we used the PESTLE and the Porter Five Forces analysis. Details are as under.

PESTLE Analysis

The PESTLE Analysis is used for analyzing the external macro market which is about understanding its competitive environment.

Details are as under.

Political Factormage to its tourism infrastructure. Now because of private sector, NGOs, and government efforts, tourism is restoring to the area. Now there are a lot of tourists visiting the city and also tourists related events such as Skiing festival are being organized. The result is that tourist are attracted to the city which means more businesses for its hotels including our hotel.

·         Corporate Sector

The corporate sector is also increasing in the Swat area. There are a lot of NGOS, private firms are operating in the city. These corporate sector can also be an opportunity for the hotel since if catering contracts are obtained from these corporate sector, so it can significantly increase its business.

·         Home Delivery

There are some home delivery services available in the city of Swat which provides different commodities through bike home delivery. Contacting with such home delivery services and providing food through these home delivery services to the customers at distance can also be an opportunity for the business.

·         Online Presence

Now a days a lot of customers are looking for placing food item orders through some online means. This can also be an opportunity for the business as it can start its online presence through some channels such as Facebook.

·         Educational Setups

The hotel can also links up with some educational institutes such as schools, colleges, or universities, and can start its operations there and thus can provide food items to these educational setups. This can also be a bice it will increase the prices and may shrink sales and profit margins.

In sum, 

The political factor also influence the organizations. Political factor include government policies, institutions, regulations which have effects on the business. For Greenhill, the political environment is that government is interested in stabilizing the region and that’s why, there is a lot of army deployed in the area. The political government thus want to create peaceful situation in the region which is a good aspect for the hrs include law and regulatory elements. In hotel business, the relevant legal factors include health and safety law, labor laws, and food and safety law. Some notifications from the local government such as from deputy commissioner office and local leader also influence the hotel.

Ecological Factor

The ecological factor includes factors related to the natural environment. It include efforts to reduce carbon emission and improving the natural environment through applying greener management. In Greenhill hotel, the ecological factors are relevant

g opportunity for the hotel.

Threats

The threats for the hotel are as under.

·         Competitors

There are a lot of competitors hotels are already in this area. Further, there are also new restaurants opening up every now and then which means that the competition is increasing for the hotel. The new restaurants are opening because of attractive business and low investment required to open a restaurant. As the number of restaurants/hotels is increasing in the area, so do the competition and this is a threat since they can take away the business from the hotel.

·         Rising Food Cost

Food material cost such as meat, fish, and other material is increasing very rapidly. The rising cost is a threat sin in such a manner that its location is between the hills and in a very green area. Now because of visitors and the hotel operations, the natural environment may be damaged or get effected. The managemenotel. Furthermore, because of current political situation of the country and upcoming elections, it can be argued that there is slight instability in the country which can create decrease in business for the hospitality industry including Greenhill hotel.

Economical Factor

The economic factor include the economic indicators of the country such as its GDP, inflation, GNP, employment rate and so on. For Greenhill, the economic factor are that there is steady increase in the industrialization and economic activity in the country. Further, there is some economic progress made in the Swat region as well. An additional prospect is the CPEC project which is expected to bring a lot of investment and industry to the Pakistan. The result of CPEC project can be that there will be greater job opportunities and greater disposable income available to the ordinary Pakistanis. This means that there will be boost to the tourism business including the tourism in SWAT and then to the Greenhill hotel.

Social Factor

The social factor include country’s culture, its norms, values, beliefs, lifestyle and so on. The social factor in Pakistan are that there is gradual increase in education. Further, there is influence of Western culture to the Pakistani society. There is also rising radicalism in Pakistan. The social factor for Greenhill restaurant is that there is greater use of technology which means that hotel can offer its products through social media marketing. Further, one trend of society is greater consumption pattern which means also greater business opportunities for the hotel. The trend of healthy lifestyle may create some problems for the hotel unless it offers the healthy food options in its menu.

Technological Factors

The technological factors include changes occurring in the technology field. In Pakistan, some greater technological changes which occurred recently is increased use of computer, mobile phones, and internet. 3G and 4G internet services on handheld devices is one example of this rising IT based revolution in the Pakistan. A great majority of population in Pakistan now uses some sort of social media such as Facebook or Twitter. Thus, technology wise, we can say that the hotel can take advantage from available technologies such as computer, mobile phone, and so on. For example, it can offer its prices and menu through specialized apps or websites. It can advertise its products using social media marketing.

Legal Factors

Legal factot tries to reduce its impact on the environment by keeping the environment clean.

Porters Five Forces Analysis

The competitive analysis is based on the industry analysis. For this purpose, the Porter Five forces is used.

Details are as under.

Buyers Power

The buyer power r this purpose, income statement and balance sheet for last three months is used. Further, horizontal and vertical analysis of income statement and balance sheet are conducted. Additionally, ratio analysis is used for comparison. Details are as under.  

Income Statement of the Greenhill Restaurant for Last Three Months

The income statement on monthly basis for last three months is given below. Details are as under.

Objective 6: To provide information about the ways for improving the business in future. The business for Greenhill restaurant can be improved using different strategies or combination of strategies. A brief review of such strategies relmeans the bargaining power of the customers/buyers. In case of Greenhill restaurant, the customers are ordinary public or tourist who visit the Greenhill restaurant. Since there are several hotels available in the area, so buyer have a lot of choice and we can say that thus buyer power is high In this regard.

Suppliers Power

Suppliers are those who provide raw material or labor to an organization. In case of Greenhill hotel, the suppliers power is also very high since suppliers set the price and hotel is price taker. Hotel can change the supplier but almost all suppliers offer equal or market based price.

Threats of new entry

Threat of new entry means ease with which new competitors can enter in the competition. In case of Greenhill hotel, the threat of new entry is high since opening a new restaurant requires relatively small investment. Further, there are not very many regulations involved so it is quite easy for others to open hotels like this. Thus, we can say that threat of new entry is high in hoteling industry.

Alternative products

Alternative products means substitute products which can be used as alternative. In case of Greenhill hotel, the alternative products are other firms offering similar or some different products. For example, there are a lot of restaurant where people can dine in. further, there are a lot of take away hotels/restaurants in the city of Swat which also are competitors for the hotel. Thus, we can say that alternative products are high in this regard.

Degree of rivalry among participants

Based on the high bargaining power of buyers and suppliers, high choice of alternative products, and high threat of entry of new competitors, we can say that the degree of rivalry among participants is high. In other words, there is high competition among the firms in the hospitality industry/hotels/restaurants for getting market share and customers. In this regard, we can say that suitable strategy for hotel is to follow aggressive marketing programs.

Objective 4: To provide information about the current financial situation of business for Greenhill restaurant

The fourth objective is to provide the financial information about the business of the Greenhill restaurant. Foated to the growth or expansion are as under.

 market development strategy. Different options can be as under.

Offering new products and opening new branches

As part of the diversification strategy, restaurant can offer new products as well as launching new branches. However, this strategy may be little more risky.

Assessment of Different Strategies and Choosing the Best Course of Action

Keeping in view the current situation of the Greenhill restaurant, and its limited resource, the suitable strategy at the moment can be to go for market penetration which means with current restaurant and current products, firm should focus on attracting more customers. This is also due to the fact that at the moment, the restaurant is not working at its full cap

Market Development

One way business can be improved in future is through market development. This strategy requires searching for new markets or avenues where organization can sell its products. Different options are available within market development are as under.

Opening a New Branch:

For example, opening a new branch in other areas of Swat or some other city can be one option. The benefit of opening new branch can be that hotel will be able to capture greater geographical area; however, this option requires significant investment. Furthermore, the current owners possess greater hospitality industry experience which can benefit if new branch is opened.

Tapping to the Corporate Clients:

One option can be to tap to the corporate clients. As a lot of businesses are there in the Swat city, so restaurant can be marketed for arranging corporate events such as company dinner in the restaurant.

Expanding the Event Management Business:

One option can be to expand the event management service through greater marketing. By event management means, family functions such as wedding or birthday can be used to be arranged in the restaurant.

Market Penetration

Another option can be market penetration which means continue in same market and making efforts to gain more customers. This requires making more favorable marketing combination and greater advertisement to attract more customers. Different options which can be used for market penetration are as under.

Change in Marketing Mix:

One option can be that restaurant offers changes in its marketing mix. For example, corporate lunch can be offered at lower rate and can be used to attract more customers during the off peak period. Similarly, dedicated days for families can also be arranged. Some changes in the product may also be good option.

Expanding Home Delivery Option:

One option can be to expand home delivery option. This requires greater collaboration with some home delivery motorbike service and greater advertisement in different areas of the city of Swat.

Product Development

The third option can be the product development which means developing new products such as other type of food for its customers. Different options within product development can be as under.

Offering Traditional Food

One option can be to offer traditional food which may not be offered elsewhere.

Offering International Food

One option can be to offer some International food such as Chinese, Arabian, Turkish, and so on.

Diversification

Finally, the fourth option can be the diversification which means simultaneously following the product andacity as it is a new restaurant and relatively lower number of customers visit every day. If greater marketing efforts are made, so more customers can be attracted easily.