Introduction
The aim of the paper is to develop a business plan for an organization gradually trying to make its mark in the food industry in the ever changing market of New Zealand. The course of the paper would be concerned with the mission and vision of the organization. The paper would also be concerned with the goals of the organization as it seeks to make its presence in the New Zealand market. The paper would also indulge in a discussion of the sector where the industry are being present along with the aspects that are particular to the industry. The paper would discuss the business concept and the rational of such a concept.
The mission of the business includes bring a wider range of fast food that the individuals can pick up on the way towards their work. Towards The vision of the organization is towards ensuring that the customers are able to avail great quantity of food at a considerable cheaper rate (Smith e al., 2015).
Objectives
The objectives of the organization includes
- providing food to the customer at a much cheaper rate.
- Keeping in concern the increasing health concern the calorie content of the food would be kept into concern
- The quantity of food should be greater in amount in order to ensure cost effectiveness
- The food should be fresh and made avail to the customer with minimum waiting hour
| S | M | A | R | T | |
| providing food to the customer at a much cheaper rate. | Yes | Yes | Yes | Yes | Yes |
| Keeping in concern the increasing health concern the calorie content of the food would be kept into concern | Yes | Yes | Yes | Yes | Yes |
| The quantity of food should be greater in amount in order to ensure cost effectiveness | Yes | Yes | Yes | Yes | Yes |
| The food should be fresh and made avail to the customer with minimum waiting hour | Yes | Yes | Yes | Yes | Yes |
Business structure
The structure of the business would be independently owned in order to ensure that the operation is controlled independently by the organization concerned. The business would be a new one in the field of fast food market of New Zealand. The business is keeping its expectatcne embedded in the fact that the endeavor of the market and the organization would be reflected in the setting up of business in the specified area of its concern (Royle & Towers, 2002).
Industry
The industry of fast food industry has received a major in the global industry with the shift in concern with the rise that had been noted in terms of the economic crisis along with the income that has been disposable and the concern that had been on an increase in the domain concerned. The countries like that of the Middle East, china and parts of India has experienced a greater advent as well as affinity towards the market that has been concerned effectively in the situation. The market of fast food has thereby being changing its strategy in order to enhance its profitability as well as competency in the fast food market (Wan Hassan & Awang, 2009).
The world of the fast food market from a global economic perspective had been dominated by the west to a great extent. However, the changes in the trend for fast food had been taken up by the area of Asia pacific. The economy of the Asian part had taken a greater part in the development of food industry. The market of fast food thereby dominates a greater segment of the fast food growth as it has been achieved in the domain of the economic growth that had been noted effectively (Sacks et al., 2015).
The industry of fast food and takeaway service had experienced a boost owing to the greater demand of the market for the past few decades. The increase in the concern of the consumers towards their health and the greater advent that had been made by them in terms of maintaining a healthy lifestyle had been noted in the development that has been marked in the scenario. As such the boost had been experienced in the growth of healthier fast food industry. The growth in the demand of healthy fast food had accounted for the decline in the demand of the unhealthy junk fast food. The producers of traditional junk food had owed up to the changes by developing their adaption to the changes that had been developing in the market of New Zealand. The new player who are making an entry in the market are willing to gain a share in the market share. The changes in the busy lifestyle along with a greater affinity of income of discretionary nature had been impacting the scenario of the demand of fast food. The factors as put forth had been coming together in order to give a shape to the increasing trend of fast food industry in New Zealand.
The market size of the fast food industry is dominated by the market size of about $3bn where as the number of business is occupied by around 638 organization who had dominated a greater part of the business. The employment of the industry counts upto a number of 27,934. The biggest shareholders of the fast food market of New Zealand is dominated by McDonald’s, different brands of restaurants, Domino’s Pizza and the Tango Holdings. The immediate consumption and te the takeaway service that the industry had been providing has ensured the greater market share of the company. The industry also comprises of the fast food that are being sold at the food courts and halls.
Concept
Restaurant concept
The concept of the restaurant would involve providing Asian Cuisine including Noodles and Soups at an affordable price and with the ease of taking them away. The zone that has been selected in particular for the development of the market is ensured by the fact that New Zealand is marked by the moving crowd where people prefer taking away or eating away as compared to eat there while they are on their way. The understanding of the customer and their affinity to the food that are consumable on the good has been noted in terms of the imposition that had been brought about in its concern. The development that has been brought about in such concern had been noted in the development that has been introduced in the fast food industry of New Zealand. The restaurant would be serving mostly the adult and the young adult present in New Zealand. This group can be noted for their affinity towards fast food and the ones that they can grab on their way. The organization is planning to present the food in fresh form and warm. The Asian food, specially the noodles and soup tastes great when they are savored. Their choice of food has been attributed to great speed of their life. The rationale for the concept had been rooted in the fact that fast paced life of the individuals are marked by the affinity of the individuals to a greater context of life (Hammond, Wyllie & Casswell, 1999).
Rationale for concept
The rational for the restaurant has been noted in the fact that it brings into account the changes in the young adults’ choice of food. The destination that has been chosen for the organization had been rooted in the fact that such a location is marked by the presence of working class young adults. This group of people are struggling on a regular basis in order to keep up with a fast pace of the life. As such, the choice of the individuals in such a street has been marked by the greater pace of life. Presence of professional and the people from all streets of life is supposed to make the business a prolific one to have developed in the domain concerned. The development of the Asiatic fast food cam be considered to be effective in its measures. New Zealand as a country is marked by cold weather that has been dominating the country scenario for most of the time. The predominant product of the organization that is the noodles and the soups that are being served hot are expected to cater to the taste of the customers along with that provide them with a feeling of warmth as a respite from te cold weather. The location of the food joint and the strategic positioning of the food joint in the market place of New Zealand is most likely to boost the development that has been brought about (Brailsford, 2003).
Name of the Restaurant
The name that has been chosen for the restaurant in concern can kept as ‘Woodle and Woup’. The word waddle gives a sense of passing by and the aim of the restaurant is towards grasping the passing by crowd. As such, it can be realized that the development of such crowd is more likely to cater to affinity of the customers in eating away as well as taking away. The current crowd of the global generation is always on the motion the product and the service of the company is more likely to cater to that need of the customers and the advent that they bring about in concerned fast food market scenario.
Potential Market
The current trend of having healthy food as well as having food that can be grabbed on the way, the urge of the customers had been directed towards taking away and eating away while they are on motion. The development and the trend of the buying behavior of the customers are reflected towards their urge of gaining both. In a market that is predominated by Mc Donald, it is expected that the different cuisine and the different market trend would be able to bring about a change in the market (Hill et al., 1998). The development of the market and the advances that has been made by providing different cuisine, it is expected that the product and the service of the organization is likely to cater to the need of the professional young adults from different socio cultural background. The strategic placement of the business is noted in the development that had been brought about in the organization. The associated factor of the market has contributes to the development of the same in the current market scenario and the changes in the scenario (Morley‐John et al., 2002).
Concept of the market.
The changes that has been brought about in the market can be catered to by bringing about innovation in order to deal with the customers in terms of the services as well as the product extended towards them. The change in cuisine as compared to the conventional
Fast food market is crucial in catering to the organization and the development that has been brought about in the organization. The organization is expecting to cater to the changes of the market and dominate the scenario of development as introduced (Prentice et al., 2016).
Location
The factors that has motivated the choice of location are the noted in the presence of greater number of people who have been dominating the street f Cuba as they are out for their regular course of action. The urge of the people to gran food on their way had been motivated by their fast paced life and lack of time. Also the choice of cuisine had been made strategically keeping in concern the cold climate of the region and the options provided by the organization is expected to be strategic in nature.
References
Brailsford, I. (2003). ‘US Image but NZ Venture’: Americana and Fast-Food Advertising in New Zealand, 1971-1990. Australasian Journal of American Studies, 22(2), 10-24.
Hammond, K. M., Wyllie, A., & Casswell, S. (1999). The extent and nature of televised food advertising to New Zealand children and adolescents. Australian and New Zealand journal of public health, 23(1), 49-55.
Hill, L., Casswell, S., Maskill, C., Jones, S., & Wyllie, A. (1998). Fruit and vegetables as adolescent food choices in New Zealand. Health Promotion International, 13(1), 55-65.
Morley‐John, J., Swinburn, B. A., Metcalf, P. A., Raza, F., & Wright, H. (2002). The Risks of Everyday Life: Fat content of chips, quality of frying fat and deep‐frying practices in New Zealand fast food outlets. Australian and New Zealand journal of public health, 26(2), 101-107.
Prentice, C. A., Smith, C., & McLean, R. M. (2016). Sodium in commonly consumed fast foods in New Zealand: a public health opportunity. Public Health Nutrition, 19(6), 958-966.
Royle, T., & Towers, B. (Eds.). (2002). Labour relations in the global fast-food industry. Psychology Press.
Sacks, G., Mialon, M., Vandevijvere, S., Trevena, H., Snowdon, W., Crino, M., & Swinburn, B. (2015). Comparison of food industry policies and commitments on marketing to children and product (re) formulation in Australia, New Zealand and Fiji. Critical public health, 25(3), 299-319.
Smith, C., Gray, A. R., Fleming, E. A., & Parnell, W. R. (2014). Characteristics of fast-food/takeaway-food and restaurant/café-food consumers among New Zealand adults. Public health nutrition, 17(10), 2368-2377.
Wan Hassan, W. M., & Awang, K. W. (2009). Halal food in New Zealand restaurants: an exploratory study. International Journal of Economics and Management, 3(2), 385-402.
