The aim of this study is to investigate issues related to strategic management and alignment of operations. Then, this study will suggest the Basmati Indian Restaurant how it can implement the strategies and align its operation. The objectives of this study are: a) To analyze the role of strategic management in the businesses; b) To analyze the role of alignment of operations in the businesses; c) To review the strategic models, theories and framework developed over time; d) To apply different theories, models/frameworks into Indian Basmati Restaurant; and e) To develop strategies and provide recommendation for Indian Basmati Restaurant. The finding of this study shows that the main areas where Basmati is working well are Unique and delicious foods with value-added features faster delivery, excellent atmosphere and customer services, strong management and experienced staff, and high customer satisfaction, retention. The areas where Basmati needs to do adjustment are Poor product ranges, bad dine-in service and unclear preposition values of lunch items, high staff turnover and de-motivation. Basmati can do these adjustments by increasing new products, increasing customer bases and market share, and maximizing business operation in different locations. Basmati can also follow five tactics that are consistent food service, food quality and safety, technology involvement, creativity, and marketing.
Table of Contents
Chapter 1: Introduction.
1.0 Research Background.
1.1 Research Rationale.
1.2 Research Scope, aims and objective.
1.4 Methods of analysis.
1.5 Source of Evidence.
Chapter 2: Literature Review.
2.1 Strategic Management
2.2. Operation strategies.
2.3 External Environment Analysis.
2.4 Internal Environment Analysis.
2.5 Strategic models.
2.6 Decision-making models.
Chapter 3: Analysis.
3.1 Method of analysis.
3.2 Finding and analysis.
Chapter 4: Discussion.
4.1 Competitive situation of Basmati
4.2 TOWS matrix analysis of Basmati
4.3 Strategies of Basmati
Chapter 5: Conclusion & Recommendation.
Chapter 1: Introduction
1.0 Research Background
Indian Basmati is a small casual dining restaurant. If offers great curries and foods, excellent services, friendly atmosphere and tasty foods through its store and website. The online customers of Basmati can order products via its mobile apps and website. It provides quicker service and does not charge for home delivery. It offers several Indian foods including starter (like Garlic Mushroom, Chicken Pakora, Tandoori Chicken, Seekh Kebab, Chilli Poneer, Poneer Tikka, etc.), Tandoori Charcoal and Grill items (such as Lamb Tikka, Duck Shashlic, Tandoori Chiken ), Chef’s Special Main Course items (such as Murgi Massallam, Kaliya, Hydrabadi Chicken), Authentic Main Course items (such as Mild Creamy Dishes, Korma, Malaya), Biryani items (ike Mushroom Biriyani, Chiken Biriyani, Lamb Biriyani, Vegetable Biriyani, and Tandoori Chiken Biriyani), Seefood item (like Korma, creamy dishes and Nepali Garlic Ada Bada), side veg dishes (such as Green Salad, Onion Bhaji, Bindi Bhaji, and Bagon Bhaji, etc.), and savouries item (like papadom, pickles, chatny, etc.) (Basmati, 2018). It is located 43 Aylesbury End, Beaconsfield Bucks, HP9 1LU, UK. It opens 7 days a week, and opening time: Sunday-Thursday from 5:30 pm to 11.00 pm, and Friday-Saturday from 5:30 to 11:30 pm (Basmati, 2018). Out of 222 customers views, 159 customers said Basmati service is excellent, where 41 customers said very good, 15 customers said average, and 7 customers said poor. This means vast majority of customers are very happy with the foods and services of Basmati. That is why TripAdvisor awarded “Certificate of Excellence” in 2014/2015 and 2016 (Basmati, 2018).
1.1 Research Rationale
Businesses in Indian restaurant industry mainly in UK are facing fierce completion due to globalization, new consisted market, fast technological changes, and changing customer needs and expectation (Durmaz and Dusun, 2016). Most importantly, the Brexit issues have caused fluctuation in UK economy and currency that have ultimately affected customer buying behaviour, income level and employment level (Johnson, 2017). The global economic recession has also affected the Indian restaurant in UK by reducing about 12%-15% (Czinkota et al. 2012). Other study by Balogun et al. (2017) said 26% of Indian restaurant fails in the first year due to ineffective operation management and sales of full-service restaurants have declined by 2.5% since global recession during 2008/2009. Additionally, people in the UK are going to be more health-conscious than ever before. Therefore, restaurants are forced to think strategically in making their business plan and developing strategies for business (Hunger and Wheelen, 2016). Basmati is facing severe competitiveness in the marketplace. In addition, some of Basmati customers complain regarding its product quality, prices, and delivery times. As Basmati does not offer home delivery beyond 5 miles, the customers from far cannot order and enjoy Basmati foods (Basmati, 2018). Therefore, it is now an issue for Basmati to conduct a study on its strategic management and operation alignment to take effective strategies and overcome the challenges faced.
1.2 Research Scope, aims and objective
This study conducts secondary research using the method of theory into practice. This study mainly focuses on the Indian Restaurant industry in UK, where the research is conducted for a particular business called Basmati Indian Restaurant. This study will focuses on the strategic management and alignment of operations of this business, and explore the potential and suitable strategies for the restaurant.
The aim of this study is to investigate issues related to strategic management and alignment of operations. The aim of the study is to find out strategies for Basmati Indian Restaurant to gain organizational goals with sustainable competitive advantages. Then, this study will suggest the Basmati Indian Restaurant how it can implement the strategies developed.
- To analyze the role of strategic management in the businesses
- To analyze the role of alignment of operations in the businesses
- To review the strategic models, theories and framework developed over time
- To apply different theories, models/frameworks into Indian Basmati Restaurant
- To develop strategies and provide recommendation for Indian Basmati Restaurant
Restaurant industry is facing very competitive situation in 21st century. According to Heesup et al. (2015), understanding customer changing requirements are very essentials in the UK restaurant industry. Linda (2013) said for making effective decision in restaurant industry customer experiences, satisfaction and interactions of customers, and customer motivation, and customer chaining behaviours are analyzed. In addition, staffs in hotel industry are trained well to make effective decision, ensure customer satisfaction, and gain organisational goals. According to Young and Cheong (2014) notes, service quality is other important term for restaurant industry in UK to gain success. Kirsten et al. (2018) said customers are always connected with food and service quality in restaurant industry. Timothy and Frederick (2016) stated that a business in UK restaurant industry that can fully understand its customer needs and can satisfy, it can gain expected profits and sustain in the competitive marketplace. That is why effective decision-making and strategy development are essential. This study applies different theories and models for analysing, developing, and implementing strategies in the Basmati Indian Restaurant. For analyzing external environment of Basmati, this study applies PESTLE and Porter Five Forces model along with competitor analysis (Kotler et al., 2014). For analyzing internal situation of Basmati, SWOT/TWOS matrix, balance scorecard, value chain analysis, Bowman’s Strategic Clock, resource capabilities, and competences analysis were used. For strategic decision making Porter Generic model, Ansoff Growth matrix, and Marketing mix model were applied (Johnson et al., 2015).
1.4 Methods of analysis
As the research method, this study first applies the theory into practice technique. Different theories and models were applied to analyze strategic management and operation alignment of Basmati Indian Restaurant, and to develop and implement strategies for Basmati. Then, in this study, qualitative is applicable. This is because this study focuses on interpretation and in-depth understanding of strategic management, strategic analysis, and strategic decision making of Basmati Indian Restaurant (Saunders et al., 2014). As this research conducts a case study on Basmati Indian Restaurant and its strategic management, the qualitative method will give advantage to investigate strategic management issues and alignment of operations. A normative and practical case study is used in terms of strategic management analysis of a business. This is because these approaches help the managers and decision-makers of businesses to gain better operational control over the business activities of Basmati. These approaches are also suitable to understand and manage the potential changes in the businesses of Basmati (Cherry, 2010).
1.5 Source of Evidence
Craig et al. (2016) stated that understand consumer behaviour restaurants need to understand what, when, why, and where the customers do their shopping. Kotler et al. (2014) said the consumer decision-making process includes five stages that are problem recognition, information gathering, alternative evaluation, decision making, and post-purchase behavior. Johnson et al. (2015) said cultural, social, personal and physiological factors significantly affect the consumer buying behaviours. Food service consumers are also analyzed from a different perspective by different experts. Young and Cheong (2014) and Linda et al. (2013) analyzed consumer satisfaction based on frequenting food services, whereas Kirsten et al. (2018) analyzed consumer behaviour using the “Theory of Planned Behaviour”. Rohit (2016) said customers evaluates both advantages and disadvantages before buying any products and consider multifactor.
Chapter 2: Literature Review
This chapter conducts literature reviews on the research topic and subject areas. The first section of this report reviews the literature on strategic management. The second section reviews the literature on operation strategies. The third section reviews models and theories of business external analysis. The fourth section reviews model s and theories of business internal analysis. In section five, strategic models are reviewed. In the sixth section, decision-making models are reviewed…………