Introduction
The demand for hospitality and catering services around the university has been going up and this is because of peoples changing lifestyles. There are a lot of parents who have gone back to class to advance their education.
This means that they don’t have enough time to prepare food in their homes because of having to deal with demanding jobs and going to class in the evening. Preparing food at home is quite demanding and this has made most parents and people to go to hotels for take away services.
Most of the food that they have ordered has never satisfied them because it is not prepared according to their needs, tastes and preferences. It’s on this need that I seek to establish a hotel and catering business that will deliver food to people’s houses according to their taste and preference.
In extreme cases, our staff will be going in our clients houses to cook for them. This is based on the business context and model that we would like our business to use (Westbrook, 1997, p. 12).
Concept of the business
The business is built on a unique concept that has never been seen before in the market. This is set to revolutionize the hotel and catering business in the neighborhood because the needs of the society have been changing.
People need unique services that will serve their specific needs and this is what the business intends to do (Armstrong, 1982, p. 9). As a mater of fact, the business will listen to what customers and clients need as far as food requirements are concerned.Every business has a basis upon which it operates and this is what we will capitalize on (Menon, 1999, p. 34).
In this case, customers will always identify us with quality, effective time management and value for their money. This means that customers will always stay with you as long as you are the best (Miles, 2003, p. 53). Our business has been built on existing concepts but we intend to do the right thing that others have not been doing.
Competitive analysis
Competitive analysis is very important because the market has to be well understood for long term sustainability. Competition will determine if the business will end up being successful (Miles, 2003, p. 36). This is because consumers are always demanding and informed on various products and they will run away from you if you are not offering something unique (Scrizzi, 2007, p. 71).
As far as competitive analysis is concerned, there are other businesses but they do not offer the services that the business will give. In this case, they deliver food to clients but not in relation to their tastes and preferences. This is a unique aspect that we intend to use to gain customer loyalty and keep off competition.
The business will also embark on a friendly pricing model because we can still prepare food for clients in their homes. This is a service that is not offered by our competitors and we intend to use this for long terms sustainability. There is a gap in the market and this is what the business will capitalize on to enhance its operations and grow.
SWOT
The SWOT analysis explores and explains our strengths, opportunities, threats and weaknesses.
Strengths
- A unique business idea
- A strong and dedicated team
- Executable strategies
Weaknesses
- The business has not been operational meaning that we do not have enough experience in the market
- Limited funds and employees
Threats
- Replication of the idea by competitors
- Changing consumer and customer needs
Opportunities
- A large and emerging market
- Insatiable demand
- Increasing population
Reference List
Armstrong, J. (1982). The Value of Formal Planning for Strategic Decisions. New York: Routledge.
Menon, A. (1999). Antecedents and Consequences of Marketing Strategy Making. London: Kogan Page.
Miles, R. (2003). Organizational Strategy, Structure and Process. Stanford: Stanford University Press.
Scrizzi, M. (2007). Punk Marketing, New York: Harper Collins.
Westbrook, R. (1997). SWOT Analysis: It’s Time for a Product Recall. New York: New York Times.