Promoters and Organizational Structure

Discuss about the International Marketing Research And Business Plan.

Under this report, the promoters are planning to introduce a restaurant business in Ireland. The restaurant is named as Quick Bite Café and it will offer breakfast and lunch products to its targeted audiences. There are some people which are engaged in the beginning of this business are stated below:

Promoters are the people who play an important role in starting a new business. The promoters of this business are planning to raise funds for establishing Quick Bite Café in Ireland. For this business, these promoters are generating funds from direct investment activities and limited partnerships. The organization will develop an effective and systematic management structure that will include different levels of management. This café is owned by Albert Patton who will operate as managing partner/general manager. Essential employees of this café include additional manager who will maintain and review the operations and processes of café. He will also supervise the chef who will manage the operations in kitchen (Armstrong, et al, 2015). In addition to this, an assistant manager will be engaged in secondary operations. The business will hire some part time employees to handle serving, bartending and dishwashing activities.

Shareholders name	Keith Save Time On Research and Writing Hire a Pro to Write You a 100% Plagiarism-Free Paper. Get My Paper	John	Carolina
Number of share	800	500	700
% shareholding	40%	25%	35%
Cash investment	$                6,000	$                3,750	$                5,250

Name of Advisors	Addresses	Contact Details
Financial Advisor: David Cook	Orchard Road, Dublin	+353 21 497 1000
Legal Advisor: Robin Lee Other advisor: Michael Johnson	7, Harcourt Street, Dublin Kildare Street, Dublin	+353 1 405 7300 +353 42 938 5100

Quick Bite Café will be offering varied menu, which will include pancakes for kids and wraps/sandwiches and rolls for adults. This café will be situated at large shopping venue in Dublin, where adult people can relax for quick breakfast or lunch before and after their shopping. The unique selling point of this café will be delivering highest quality of food at affordable prices. The products and services of this are advantageous for the people who feel tired and hungry while doing shopping. The major weak point of this café is that it has limited funds and there are various players which are already established in the market. After establishment in Ireland restaurant sector, Quick Bite Café will increase its product range and offer more food products to its target segment (Callaghan and Kelly, 2016).

Before introducing this café business, the organization will establish goals and objectives which it needs to be achieved in the timeframe of next five years. The long term aim of this business is to create a large customer base and to generate significant revenues from its café services.

There are some specific objectives which will be established by Quick Bite Café in Ireland. The major objectives/milestones of this café are given below;

• To create and develop customer relationships
• To increase the sales of organization by a significant percentage in the timeframe of next five years
• To cover a large market share in Ireland restaurant industry
• To provide employment and retain talented employees in the organization (Chang, 2016).

Strengths Location: biggest shopping venue of the city. Higher quality products at affordable rates Comfortable environment	Weaknesses Well-established players Limited Funds Owner has less experience in restaurant business
Opportunities The firm has the opportunities to expand the business and market locally. Opportunities to open new franchises Product diversification (Weisstein, Kukar-Kinney and Monroe, 2016)	Threats There are so many already established competitors in restaurant industry Trends of healthy eating among customers Limited brand presence in market

Market Analysis

It is very important for an organization to conduct marketing analysis before implementing this business plan. This marketing analysis will assist this organization to evaluate the market needs and target segment for its products and services. The marketing analysis for Quick Bite Café is given below;

According to a report, quick serve restaurants account for a third of the spending in food service sector in Ireland whereas coffee shops are the fastest growing segment in the market. The fast food and restaurant market is a profitable industry in the country with yearly increases in revenues. There are so many people who are choosing to eat outside (Cole, 2013). To sell its products, Quick Bite Café is targeting the kids and adults as its key market segments. For pancakes, it is targeting kids. Moreover, it is offering coffee and other fast food products to the adult people during their shopping. In Ireland, 21% of the total population is covered by the male and female kids. Young adults are 43% and older adults are 10%. The total population of Dublin is 1.8 million in which a significant part is covered by kids and adults. The organization will prepare the food products by considering the needs and demands of these market segments. Both of the market segments are growing with a significant rate (Alt, and Iversen, 2017).

In addition to this, the organization will target these market segments by considering their demographic and psychological characteristics. Under demographic segmentation, the organization will target the customers on the basis of their ages and income groups. The organization will be offering its food products at reasonable rates so that it can be afforded by both lower and middle income level groups. Kids and adults love to eat before and after their shopping trip. In this way, the company will target these market segments by considering their specific characteristics (Varadarajan, 2010).

The food service market in Ireland is growing with a significant growth rate. This market has grown from 6.13€ billion in 2016 to 6.37€ billion in 2017. A report states that international fast food industry is valued at more than US$ 540 billion in the year 2016 and it is estimated to arrive above US$ 690 billion in the year 2022 (Iomaire, 2015). It can be stated about fast food industry that customers are growing with a significant growth rate at both domestic and international level (Finch, 2016).

Objectives

The targeted revenues of the company are $1.2 million in the end of second year of business establishment. Furthermore, organization is targeting to see continuous increase in the revenues with a significant rate.

Ireland is experiencing a trend towards the creation of quick dining and serving venues. There are various fast food outlets and cafes which already have more popularity and recognition. In this industry, quick serving restaurants are accounted for over one third of total revenues in last year. In this market, there are various players which are emerging with new and differentiated food products. There are some recent changes in the Irish fast food market such as people are becoming very conscious for health and obesity. People think that fast food and coffee affect their health and increase obesity. This has declined the growth of market in past few years. However, Quick Bite is establishing its café in a famous shopping mall in Dublin that will create better market opportunity for this café. In the future, this café is predicting to grab a significant market share in the Irish industry (Irish Food Board, 2015). Its marketing efforts and quality food offerings will assist in generating a large customer base in the future. As the population increases, people are choosing for coffeehouse, dining and entertainment venues, which are closer to their homes and in shopping centers. The economy of Ireland is dominated by service industry that contributed 72% to the total Gross Domestic Product. The economy of country is favorable for this new business idea of opening café. The government has developed various rules and legislations which are related to food safety and quality. These legislations are profitable for the organization (Offer, Pechey, and Ulijaszek, 2010).

There are various players which are already operating their business in restaurant industry and they will pose intense competition for this new entrant (Ireland, 2018). The competitor’s profile is given below;

Key Competitors	Company Size	Profitability	Strategy
Fontana Café Restaurant	Small Sized Organization	20 to 25%	Focused on product quality rather than prices
O’Brien’s Sandwich Cafe	Medium Sized organization	35 to 40%	Cost Leadership Strategy
The Galway Roast	Large Sized organization	50 to 60%	Product differentiation and unique product offerings

These players have both advantages and disadvantages for this new business of Quick Bite Café in Dublin. The above mentioned cafes have well-established business and brand image in the Ireland fast food industry so it may affect the business growth of Quick Bite Café. The major disadvantage of these players is the lack of presence in the market. The organization may attain advantages by offering a range of healthy food products (Murray, 2017). It will assist the organization to overcome competitive pressure in Ireland Fast Food industry.

Competitive Analysis

In Ireland fast food industry, Quick Bite Café will make a unique offering of fast food products and coffee. The food menu at Quick Bite Café will include pancakes, coffee, sandwiches, rolls, wraps and other breakfast or lunch products for it market segments. The unique features of this café are such as unique dining experience, highest quality of food, affordable prices, cleanliness of restaurant etc. Additionally, it will hire a talented and customer-friendly staff for serving the food (Keller, 2010). These features will support the organization in attaining more competitive advantage over its competitors. The organization is planning to install modern and updated technologies to provide serving assistance to the customers. It will set up LED display to show the food order number of customers. It is conducting cooking classes for the kids, which is the major factor behind its competitive advantage. Thus, there will be various unique features and services which will assist the organization in increasing its brand presence and competitive advantage in Irish Fast Food industry.

The introduction of this new café will provide various benefits to its potential customers and it will attain its business objectives. Yes, the food products and services of Quick Bite Café will increase its sales and efficiencies. The organization will offer its products on more affordable prices than its competing brand that will enable the customers to save their money. In the beginning, it will start the business with limited resources and staff. After six months, the café will make significant efforts to maximize its all resources such as human resources, tangible resources, financial resources etc. It will offer an effective training to its employees which will reduce the errors in service delivery. It will focus on enhancing customer services by providing quality food without any delay (Kharub, and Sharma, 2017). As mentioned above, this café will be established in a popular shopping center in Dublin that will provide breakfast and lunch to the people who want to get relaxed from their shopping trip. These above benefits to clients will help the management of café to increase the loyalty among customers.

To offer above mentioned benefits and increase customers, The Quick Bite Café will develop effective marketing and sales strategies. These strategies will assist the organization to increase its sales and revenues in competitive fast food industry in Ireland (Dunne, and Wright, 2017). These strategies for the organization are given below;

Unique Offering and Competitive Advantage

Quick Bite Café will use an effective marketing strategy to target its intended market, i.e. kids and adults. The major marketing strategy of Quick Bite Café will be to focus on creating new customers and getting them to spend more and come back to them (Baker, 2014). Developing a loyal customer base is very important because this customer base will not only generate increased sales but also it will give profitable referrals. First, the organization will target the kids and adults and serve varied menu like pancakes, coffee, sandwiches, rolls and wraps. It will target the people who are coming for shopping in the mall and want to have food after or before their shopping. In addition to this, it will entice the urban people as they are more active to do shopping. These people like to have a casual and sophisticated dining so this café will make efforts to meet this demand of targeted audiences (Scarborough, 2015). 

To differentiate its products from others, this café will focus on providing higher quality food products at competitive prices. The marketing strategy of Quick Bite Café will be developed to show that it has excellent products and services, appropriate accessibility along with the community benefits. Currently, these customers need to go outside the mall and eat food. This café will make their shopping trip more comfortable and easy. Before launching the store, the organization has prepared the testing samples of food and provided them through food truck facility in most populated areas of the city (Eden, & Ackermann, 2013). The feedback of this testing was positive for the business of Quick Bite Café. The people liked the samples and showed their interests towards this café.  To perform marketing efforts, the organization will create a team of employees. It will conduct some promotional and marketing campaigns to approach more people in the city. Moreover, this café will contact with the advertising agencies that will do marketing on the behalf of Quick Bite Café (Talpos, Pop and Vaduva, 2016).

Pricing strategy of an organization plays a significant role in attracting customers towards its products and services. Quick Bite Café will adopt an effective pricing strategy by considering its targeted segment. Before setting its prices, the café will conduct a market research to know about the prices of its major competitors, i.e. The Galway Roast, Fontana Café and O’Brien’s Sandwich Café. The prices of The Galway Roast Café are the highest in the market. The competitive analysis shows that organizations are fighting over the prices. O’Brien’s Café is offering its products on lower prices than other restaurants (Guo, and Zheng, 2017). The customers in market perceive the strong relationship between prices and quality of food products. The café will focus on developing balance between price and quality of products. For this, it will try to manage minimum production costs that include 25% food costs, 10% rent, 15% labor and 20% other overheads. In addition to this, the organization can set variable prices such as it can charge more for table services than for counter services or for specialized or premium food items. Buyers can control the prices to avail counter and take away services. In this way, the pricing strategy of Quick Bite café will be very effective that will assist it in increasing its customer base and sales volume (Jogaratnam, 2017).

• Advertising – where, when, how, to whom

Benefits to Customers and Business Goals

Attracting customers to come in and try the food is the primary step in establishing a successful café. Quick Bite Café will use promotional and advertising strategies that will highlight the creativity, taste and affordability of restaurants. It will make the customers more interested and attractive towards café’s products and services. Furthermore, the café will advertise its products and services by using different modes such as online and offline. Under online media, it will use social media networking sites like Facebook, Twitter and Instragram. It is planning to create a page on Facebook and Instagram and post the pictures of restaurant. Additionally, it will use traditional methods such as television ads, newspaper ads and radio. It will give advertisement in regional newspapers and magazines in Ireland (Gordon, 2012).

• Public relations

It is a significant promotional technique that develops a relationship between organization and targeted public. Quick Bite Café can improve its business profile and brand reputation among the population of Ireland and other neighboring countries. This method can be cost effective for café (Mok, Sparks, & Kadampully, 2013).

• Direct marketing

Direct marketing is the communication strategy that includes delivering the brand message to targeted audiences without any intermediary. Quick Bite Café can use different modes of direct marketing such as catalog, newsletters, brochures, e-mail, text messages etc. It will support the café in increasing brand loyalty among people (Lam, and Harker, 2015).

• Website and internet marketing

In Ireland, there are various customers who use internet to find a regional restaurant or coffee shop. So, Quick Bite Café will create a website for its café which will list the directions and post its food menu online (Kotlar, & Armstrong, 2012). It will add coupons and reward testimonials by giving future discounts to attract new customers.

The sales strategy and plan of Quick Bite is to establish and manage the strong position among domestic customers of Dublin and all over Ireland. The organization will create a strategy to attract more customers so that it can increase its sales and revenues (Stevenson and Sum, 2015). It will use different techniques for increasing the sales of organization. These techniques are stated below;

Quick Bite Café will use the direct selling method to enhance its sales. Under this, it will make the action of selling products directly to the customers. The customers can come to the café and they can have the food at their restaurant. There is a direct communication and relationship between restaurant and its customers. The organization may have various advantages of this strategy such as better relationships with customers, coordination with other strategies (Kandampully, Zhang, & Bilgihan, 2015).  

The organization will create a team of sales representatives which will handle the sales transactions. To enhance the customer services, two employees will serve the customers and one person will prepare the order of customers. There will be one person who will take care of the sales activities and transactions. All the data of sales will be logged on the point of sale system that will be evaluated for marketing objectives (Hopp and Greene, 2018).

Customer Retention programs

It order to create a customer base, Quick Bite Café will use fliers and banners. Moreover, it will use client referrals and promotions with other businesses in that area. Customer retention program will be effective to ensure that customers are coming back to the café and spending more (Untaru, & Ispas, 2013).

In the future, the organization will plan to adopt and implement new and updated technologies for improving the services delivery (Storey, 2016). First it will start the business with limited food products. After some time, it will increase its product range and use modern technologies to deliver the products. In today’s environment, most of the population uses smartphone applications. This café will develop an application through which people will be able to order their food. It will assist the organization in meeting the future demands of customers. After three year of operations in Ireland, the organization will plan to expand its business in other countries such as United States and European Union (Huang, & Sarigöllü, 2014). Using effective technology will assist the organization in business expansion. It can add new products such as burger, pizza, beverages and other products. It can offer different types of cuisines under one roof. Making research and development will assist the organization in diversifying its product range and expanding the business globally. The technical team will assist the organization in managing the ordering system and sales reports.                   

The organization will set up updated technology to operate the above system (Slack, 2015). The information will be managed by the use of different management information systems like ERP and MIS. The major milestones of the organization are stated in the below table;

Time	Action	Time Frame
Now	Introduction of coffee shop and restaurant business	1-5-2018 to 1-11-2018
In 6 months	Introduction of new technology	1-11-2018 to 1-3-2019
In 1st year	Inclusion of new products	1-4-2019 to 1-4-2021
In 3rd year	Product diversification and business expansion	1-4-2021 to 1-4-2023

These milestones will help the Quick Bite Café in establishing different platforms and attaining the business objectives (Leung, Xue, and Bai, 2015). It will contact with some technical partners;

Technical Partners	Nature of Involvement
Breadcrumb POS	It will involve in providing Point-of-sales system to Quick Bite Café.
E-Learning service providers	It will provide training program to its staff.

After developing its products and new technologies, the organization will take protection from different authorities and acts. It will trademark the restaurant so that it can create its recognizable and unique brand name. It will enhance the customer awareness and entice new customers. It will create a unique logo for organization’s products. For the business of Quick Bite Café, it is important to trademark its products and services (Desyllas, Miozzo and Miles, 2015).

The organizational structure of Quick Bite café includes several reporting structures, where the firm can put its information system. The organization structure chart of Quick Bite Café is given below;

The above management structure includes different departments and staff which will have different responsibilities.

Quick Bite Café will hire a full time manager (General Manager) to supervise the daily operations at the restaurant. The organization will ensure that manager has experience of three years in the related field. His/her responsibilities will include managing other staff, dealing with distributors and suppliers, inventory ordering and perform managerial duties (McDonald, & Wilson, 2016). Moreover, it will hire 2 assistant managers who will handle the team of servers, hosts and bartenders. There will be one kitchen manager who will deal with the duties and responsibilities of cooks and dishwashers. In the timeframe of next three years, the organization will ensure that all the managers have effective operations and managerial skills (Lee, Hallak, and Sardeshmukh, 2016). It will make them able to manage their subordinates.

In order to maintain a skilled workforce, Quick Bite Café will conduct training and development program. It will assist the organization to develop their skills towards their work and responsibilities at café. This training will include all the levels of management. By looking at the future development and new product development, the organization will make changes in the job roles after training program (Phillips, and Phillips, 2016).

Current Job	Training	After Training job role
Food Server	Managing Human resources and controlling food production costs	Assistant Manager
Trainer	Marketing and management of café	Assistant Manager
Hot Station	Food preparation and controlling food costs	Head Chef
Assistant Manager	Purchasing and inventory management	General Manager

The above given training plan will assist this café in enhancing the skills and knowledge of their staff. The people will be able to handle the roles and responsibilities of their senior position. When the organization will increase its product range, this training plan will help them in understanding the related roles and tasks (Olson, et al, 2018).

When a new business is introduced in the market, it is very important to develop and manage its operations. The top management of the organization needs to understand the physical requirements of business, such as equipment, premises, infrastructure, communication, suppliers and costs. The café will take a space in popular shopping center on rent. The outlet will be located in the strategic location of the city. The café will have the capacity for more than 60 people. The café will be equipped with latest and modern cooking equipment and utensils. It will provide a playing room and some fun activities for the children. The ambience of café will be attractive to people. It will include different costs such as furniture costs, rent, utensil costs, raw material costs etc. The organization will partner with profitable suppliers who can supply raw materials like milk, vegetables, bread on reasonable prices (Krajewski, Malhotra, and Ritzman, 2015). It will help the organization in managing its operations and provide quality products on time.

For this restaurant business, financial projections of Quick Bite Café are given below;

Key Assumptions for Quick Bite Café are given below. The table includes all the resources and expenses related to business activities.

Income sources	Sell of food items
	Sell of beverages
Number of employees	5 employees
	(salary of each employee is $ 300.)
Projected investment in equipment and material	$ 1000
Projected R&D cost	$ 800
Depreciation allowed for	Machinery and equipment @ 10% (SLM)
Expected rent and rates charges	$ 550
Creditor days expected and debtor day allowed	Creditors turnover days = 58 days
	Debtors turnover days = 10 days
start-up Expenses calculations	Rent Deposit	$             550
	Furniture & Fixtures	$           1,500
	Equipment	$           1,000
	Build out/ Renovations	$              800
	Decorating, Painting and Re-modelling	$              800
	Installation of Fixtures & Equipment	$              200
	Starting Inventory	$           2,200
	Legal and Other Professional Fees	$           1,000
	License and Permits	$              300
	Advertising and Promotion	$              800
	Consulting	$              300
		$           9,450

The projected Profit and Loss statement for the café is given below;

Profit & Loss Statement
Month	Apr 18	Apr 19	Apr 20
Income
	Total Sales	5,500	6,750	8,513
	Less Total Disc/Comm	130	180	215
	Total Net Income	5,370	6,570	8,298
	Less Total Cost of Goods Sold	1,900	2,475	3,094
	Gross Profit	3,470	4,095	5,204
	Expenses
	General & Administrative	295	315	315
	Marketing & Promotional	150	210	216
	Operating Expenses	555	605	668
	Motor Vehicle Expenses	95	95	95
	Website Expenses	45	45	45
	Total Employment Expenses	215	283	339
	Occupancy Costs	585	648	726
	Other Expenses	120	160	160
Total Expenses	1,800	2,060	2,264
Monthly Net Profit / (Loss)		1,670	2,035	2,940
Total Year to Date Net Profit / (Loss)	1,670	3,705	6,645

The detailed cash flow statement of the organization is given in the attached excel sheet.

The table for sales pipeline is given below;

Name of Customer	Size of Deal	Date PO expected	Probability % of Getting Sale
Kery	$  100	18-Apr	40%
Peter	$    80	28-Apr	80%
Rawn	$  130	15-Apr	70%
Smith	$  110	10-May	95%

In the beginning, the organization will need funds for marketing, staffing and other requirements. The funding requirements are given below;

Start-up Funding Requirements	Rent Deposit	$             550
	Furniture & Fixtures	$           1,500
	Equipment	$           1,000
	Build out/ Renovations	$              800
	Decorating, Painting and Re-modelling	$              800
	Installation of Fixtures & Equipment	$              200
	Starting Inventory	$           2,200
	Legal and Other Professional Fees	$           1,000
	License and Permits	$              300
	Advertising and Promotion	$              800
	Consulting	$              300
		$           9,450

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