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BUSINESS PLANNING

Environmental Analysis
Towards the end of 2012, leading players in the UK Fast foods were in quest for a more healthy and accountable image. Burger King, McDonald’s, and KFC, all signed up to the Public Health Responsibility Deal that was introduced by the government, promising to make efforts to improve the health of the nation. From September 2012,   KFC and McDonald’s launched calorie information on their menu boards.  To provide its maiden grilled products (the Brazer), KFC put on ovens in its outlets in 2011. Brazer is a grilled chicken burger served as salad, wrap or burger. In the meantime, over 2008-2011, Subway reduced its salt levels by a mean of 33 percent. It also signed up to a couple of  new healthy initiatives for the subsequent period, including fat reduction, further salt reduction, and the trial of better types of breads. This and many other trends will have implications on our establishment, especially those that we are required to sign up as a matter of law. We shall establish a team to  find out all the up-coming trends so we ensure that, not only our customers are satisfied with our foods, but also that we comply with essential laws and support common cause initiatives such as those  aimed at supporting improved community health lifestyles and environmental conservation (Euromonitor international, 2012).
Business/concept description
Dynasty Buffet Restaurant (DBR) is a catering business focusing on wholesome, healthy, and fast food to the London High traffic area (Kingston). DBR will focus on a combination of salads, cold sandwiches, and Pacific Northwest cuisine. BDR will apply a differentiation strategy that will ensure that the company offers its customers unique choices on its menu. The business will be a sole proprietorship where the owner will generate a capital of £15,000 and an addition of £5,000 generated from short-term loan (Burns, 2010).
·        DBR is a restaurant that will offer its customers wholesome, healthy, and fast food.
·        The restaurant primarily targets youngsters. Other groups targeted include baby boomers, young married couples with children, and white-collar workers of all ages

Our restaurant will provide unique choices on its menu, which will be served in a relaxing ambiance. Besides, the meals will be prepared in high standards and according to their individual needs, to ensure they get maximum satisfaction
The target customers are those who frequent London Street (Kingston) while shopping, touring, among other activities (Donald and Yigang, 1994).

Financial data and analysis
One year projected cash flow

For year:  200x

Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Total

Beginning Cash Balance (Note 1)
£25,000
£21,427
£22,289
£22,568
£22,296
£21,363
£17,746
£14,639
£14,015
£13,957
£15,163
£16,530
£25,000

Cash Receipts

Cash Sales
4865
8917
8917
8367

7634
7875
6317
9937
11483
12850
13122
13122

Loans or Other

Total Cash Receipts
£4,865
£8,917
£8,917
£8,367
£7,634
£7,875
£6,317
£9,937
£11,483
£12,849
£13,121
£13,121
£113,400

Cash Disbursements

Payment to suppliers
1018
1018
1018
1018
1018
1018
1018
1018
1018
1018
1018
1018
88,861

Payroll Expenses
£93
£93
£93
£93
£93
£93
£93
£93
£93
£93
£93
£93
£1,110

Outside Services
£50
£50
£50
£50
£50
£50
£50
£50
£50
£50
£50
£50
£600

Supplies ( Operating)
£150
£150
£150
£150
£150
£150
£150
£150
£150
£150
£150
£150
£1 ,800

Repairs and Maintenance
£150
£150
£150
£150
£150
£150
£150
£150
£150
£150
£150
£150
£1,800

Advertising
£500
£200
£200
£200
£200
£2,278
£200
£200
£200
£200
£200
£200
£4,778

Car, Delivery and Travel
£75
£75
£75
£75
£75
£75
£75
£75
£75
£75
£75
£75
£900

Accounting and Legal

£188

£188

£374
£750

Rent
£375
£375
£375
£375
£375
£375
£375
£375
£375
£375
£375
£375
£4,500

Telephone
£63
£63
£63
£63
£63
£63
£63
£63
£63
£63
£63
£63
£750

Utilities
£108
£108
£108
£108
£108
£108
£108
£108
£108
£108
£108
£108
£1,296

Insurance

£150

£150

£150
£600

Taxes (Real estate, ect.)

£400

£400
£800

Total Cash Disbursements
£7,431
£7,048
£7,630
£7,632
£7,560
£10,486
£8,416
£9,554
£10,534
£10,636
£10,747
£10,873
£108,544

Net Cash Flow
(£2,566)
£1,869
£1,287
£735
£74
(£2,611)
(£2,100)
£383
£949
£2,214
£2,374
£2,249
£4,856

Adjustments to Net Cash Flow

(+) New Owner Investment

£0

(-) Old Debt Payment

£0

(-) New Debt-Loan Paymts (Note 2)
£507
£507
£507
£507
£507
£507
£507
£507
£507
£507
£507
£507
£6,084

(-) New Owner Withdrawals
£500
£500
£500
£500
£500
£500
£500
£500
£500
£500
£500
£500
£6,000

Adjusted Net Cash Flow
(£3,573)
£862
£280
(£272)
(£933)
(£3,618)
(£3,107)
(£625)
(£58)
£1,207
£1,367
£1,242
(£7,229)

£0
£0
£0
£0
£0
£0
£0
£0
£0
£0
£0
£0
£0

Ending Cash Balance
£21,427
£22,289
£22,568
£22,296
£21,363
£17,746
£14,639
£14,015
£13,957
£15,163
£16,530
£17,772
£17,772

The Break Even point in unit or financial terms
Break-Even Point Q = Fixed Cost / (Unit Price – Variable Unit Cost)
Break-Even Point Q = £20,000/ (£1.5 – £1.0) = £ 40,000
Total products = 30,000 units
BEP per product = £40,000/30,000 = 1.33
Evaluation of the concept
Competitor Analysis
Competitor analysis worksheet

Competitor A
McDonalds
Competitor B
Pisces Fish Restaurant & Take Away
Competitor
 C
Subway Sandwiches
 
 

Where is your competitor located?
Down town area
Down town area
Opposite our own outlet

Who are the major managers and members of the board?
Franchisees or owners
The owners
Franchisee or owners

Is the company owned or in partnership with another corporation?
Owned by the corporate office
In partnership with Toy manufactures, rights to movies
No
Owned by the corporate office

What are the competitor’s strengths?
Ability to cut prices
It is locally oriented
Established relationships with the suppliers

What are their weaknesses?
Managers not able to adapt to local people’s desires
Lack of enough capital to finance growth and expansion
Friction between local owners and  corporate (Govindarajan 1989).

What is the company’s product line?
Burgers,
Chicken,   
fish and pork ,
 Breakfast,
Beverages,
Desserts,
 Former items
Salmon
grilled tuna, grilled sea bass, calamari
wines
Fish (Herbert 1955; Burns 2010).
Pizza sub, the old cut, the wing effect, Italian B.M.T., Tuna, Roasted Chicken, Marinara Meatball, Chicken Teriyaki, Steak & Cheese
 

How do products compare with yours, in terms of functionality, appearance and any other criteria?
-superior functionality compared with ours
-same appearance as ours
-lower prices than ours
– Inferior functionality compared with hours
-inferior appearance than ours
– higher prices than ours
-same functionality as ours
-inferior appearance than ours
– same prices as ours

What is their price structure?
Price varies with the type of product
Price depends on the cost of inputs
Price varies with the type of product

What are the company’s marketing activities?
-extensive advertising campaign
-media (television, radio, and newspaper),
use of billboards and signage,
-sponsors sporting events
Good customers relations
Use of print media, price reduction and good customer relations

What are the company’s supplies sources for the products?
Hundreds of farmers and companies including  Danone, Quaker, Minute Maid, Coca Cola,
Retailers and wholesalers
-farmers
-manufactures
-retailers
-Wholesalers
 

Is the company expanding or cutting back?
expanding
expanding
expanding

Product Positioning

Competitor A
McDonalds
Competitor B
Pisces Fish Restaurant & Take Away
Competitor
 C
Subway Sandwiches
 
 

Online giving

·        General support
Y

Y

·        Program specific support
Y

Y

·        In memory of another
Y
Y

·        In honour of another
Y
Y
Y

·        For a specific event
Y
Y
Y

·        Gift club (based on £ amount)
Y
Y
Y

Offline giving (mail/fax/phone)

·        General support
Y
Y
Y

·        Program specific support
Y
Y
Y

·        In memory of another
Y
Y

·        In honour of another
Y
Y
Y

·        For a specific event
Y
Y
Y

·        Corporate sponsorship
Y
Y
Y

·        Planned giving
Y
Y
Y

·        Major gifts
Y

Y

·        Employer matching
Y
Y
Y

·        stock
Y
Y
Y

·        endowment
Y
Y
Y

·        gift club (based on £ amount)
Y
Y
Y

A perceptual (below).
Business Model Canvas

KEY PARTNERS
Sole proprietorship/ no partners, but they may join when the business expands
 
 
 
 
 
KEY ACTIVITIES
ü  Cooking
ü  Delivering and serving foods
ü  Advertising
ü  Positioning, boxing, packaging
 
 
 
 
VALUE PROPOSITIONS
ü  Providing high quality for, schooling children, tourists, and  shoppers who are in a harry
ü  Serving food in a convenient ambience
ü  Offering a variety of food choices for customers to choose from
 
 
CUSTOMER RELATIONS
ü  Nutritional options and  information
ü  website
 
 
 
 
CUSTOMER SEGMENTS
Down town office workers, shoppers, students, tourists
 
 
 
 

KEY RESOURCES
-Raw materials (meat, toppings, bun, nuggets etc.)
-labour
-Our brand (Frank et al. 1993).
CHANNELS
-Restaurant outlet
-malls
Take away
-catering

COST STRUCTURE
Labour
Marketing
Food/cost of goods
Transaction fees (Jennifer 1997; John and James, 1997).
REVENUE STREAMS
Food and drink sales
Investment
Customer’s parties and events

 
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