The world of business is a complex system, which involves the transformation of resources into different products and services. The commercials businesses have the responsibility of meeting the demands and needs of the consumers in exchange for a certain amount of profit. The business organizations are formed with different purposes and they operate in specific markets to align their business objectives and ideas with the market and economy conditions. This assignment would cover details about a new business idea and its several aspects.
The new business idea taken into consideration is about a pizza business called, “It’s All About Pizza!” As the name suggests, all the food items would be pizza flavoured only. The items would range from the classic pizzas and flavoured pizzas to the new pizza rolls and cones. The first diner outlet of “It’s All About Pizza!” would be opened in the Hyde Park area of London. It is one of the prime locations in London, where one can find visitors from different countries. The first new diner outlet would be able to attract students, working professionals and other residents as well. The different items would include healthy, non-healthy, vegetarian, non-vegetarian and vegan options for all the customers. Further, the customers will also have the option of choosing different flavours of cheese and pizza sauce. The customers would be provided with the free home delivery service (Barringer, 2012). The new and innovative business idea would be successful as the pizza diners and high street outlets near the Hyde Park Area do not have such a wide range of varieties related to pizza. “It’s All About Pizza!” would also provide frozen pizza in the supermarkets under its own brand name.
There are 15 top pizza chains in the entire United Kingdom. The new business would face huge competition from the existing pizza chains in the UK. Further, the local brands like Giordano’s, Pizza Capri, Medici on 57th and Italian Fiesta Pizzeria would also give high competition to It’s All About Pizza. The brand image and quality of products and services would make difficult for the new business to gain differential advantage or competitive advantage. Considering the current market scenario of the pizza businesses in London, the market value of the pizza restaurant has increased by 5% and the pizza is the most popular items bought in all the restaurants and is the 2nd most bought item for dinner from the supermarkets. Hence, it can be beneficial for the new company to enter emerging market and gradually expand its business in London.
The new pizza diner called “It’s All About Pizza!” is going to become a new player in the food industry. The prime location of the restaurant has strong requirements for variety dining options. The combination of well-oriented dining experience, frozen food products and easy home delivery option will position the restaurant to take advantage of the fast-food industry and serve the new needs and trends of the customers (Gabrielsson and Politis, 2012). Along with providing different products, which are pizza flavoured, the customers would also be provided with the option of making changes in the classic pizza base. The restaurant will introduce alcohol infused and flaming pizzas, which would promote the restaurant’s forte of molecular gastronomy (Barham et al., 2010).
Along with product innovation and wide range of options, the business would be established for fulfilling the following objectives.
To use molecular gastronomy and other disciplines of the food science and technology to provide customers unique and innovative food products
To create high presence for supporting the sales and marketing goals
To develop better relations with the distributors, customers and other stakeholders
To achieve the target of high sales and double profit margin within 2 years of establishment
The above objectives have been developed in order to give the business a competitive advantage and better scope. The first objective has been developed in order to promote the restaurant’s new forte of adapting the latest trend of molecular gastronomy. The second objective has been developed to build the foundation for the business to expand. The third objective is justifiable because the stakeholders play a very important role in supporting the business and promoting it (McGrath, 2010). The last objective has been created in order to consider the financial perspective of the business and make sure the organization is able to expand in future by creating good brand image and having strong customer base.
“It’s All About Pizza!” would be a partnership based business which would open its first diner outlet near the Hyde Park are of London. This type of business ownership is essential as the restaurant has different products and departments to handle for which two or more heads are required. Moreover, after the business is able to establish properly, the business would be able to expand by providing the option of franchisee. Franchised ownership would maximise the sales volume, increase profit and create better brand awareness.
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