LITTLE GARDEN

A business plan report submitted to the SRM INSTITUTE OF SCIENCE AND

TECHNOLOGY in partial fulfilment of the requirements for the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

Submitted by

JAIKUMAR.V

Under the supervision of

Name

SRM INSTITUTE OF SCIENCE AND TECHNOLOGY

COLLEGE OF MANAGEMENT

RAMAPURAM CAMPUS

CHENNAI-89

APRIL 2023
SRM INSTITUTE OF SCIENCE AND TECHNOLOGY COLLEGE OF
MANAGEMENT RAMAPURAM CAMPUS

Certificate

This is to certify that the Business Plan report entitled “ in partial fulfilment of the
requirements for the award of the Degree of Bachelor of Business Administration is a record
of original Business Plan submitted by JAIKUMAR .V (RA 2051001020141) during the year
2023 of his study in the College of Management, SRM INSTITUTE OF SCIENCE AND
TECHNOLOGY, RAMAPURAM Campus under my supervision.

Place: Chennai-89 Signature of the guide

Date:

SRM Institute of Science and Technology Countersigned

Head of the Department

Dr.T.Rekha Kiran Kumar,

SRMIST/COM/ RMP.

Submitted to the College of Management, SRM INSTITUTE OF SCIENCE AND

TECHNOLOGY (RAMAPURAM Campus) for the examination held on

INTERNAL EXAMINER EXTERNAL EXAMINIER

 DECLARATION

I JAIKUMAR.V hereby declare that the Business Plan Report, entitled. “LITTLE
GARDEN ” submitted to the SRM INSTITUTE OF SCIENCE AND TECHNOLOGY in
partial fulfillment of the requirements for the award of the Degree of Bachelor of Business
Administration is a record of original business plan submitted by during the period 2023
under the supervision of _____________, Assistant professor College of Management, SRM
INSTITUTE OF SCIENCE AND TECHNOLOGY, RAMAPURAM Campus and it has
not formed the basis for the award of any Degree/ Fellowship or other similar title to any
candidate of any University.

Place: Chennai-89 Signature of the student Date:

JAIKUMAR V

(RA2051001020141)
 ACKNOWLEDGEMENT

First and foremost, I offer my sincerest gratitude to our Chancellor, SRM INSTITUTE OF
SCIENCE AND TECHNOLOGY, for his academic support and the facilities provided to
carry out the business plan work at the Institute. His wide vision and concern for students
have been inspirational.

I wish to express my profound gratitude to my respected Chairman, SRM Group of

Institutions- Ramapuram & Trichy Campuses, who offered me such a huge opportunity,
incredible infrastructure and other support which made the business plan quite smooth.

I would like to express m deepest thanks to our Director, SRM Institute of Science and
Technology, Ramapuram campus who motivates everyone to complete this business plan.

I express my heartfelt thanks to our Dean Sir, Dr.C. Sundar, College of management studies,
SRM INSTITUTE OF SCIENCE AND TECHNOLOGY, Ramapuram Campus who
provided all facilities for carrying out my business plan.

I immensely thank to our Head of the Department Dr.T.Rekha Kiran Kumar, Ph.D Assistant
Professor & Head for her cordial support, valuable information and guidance, which helped
me in completing this task through various stages.

I take this opportunity to express my profound gratitude and deep regards to my guide Dr. ..
…………., M.B.A, Ph.D, SET (Management), Assistant professor for her exemplary
guidance, monitoring and constant encouragement throughout the course of this business plan
work.

I thank God Almighty for showering his perennial blessing on me for giving me the courage
to pursue this business plan successfully. I owe a lot to my parents, who encouraged and
helped me at every stage of my personal and academic life, and longed to see this
achievement come true.

JAIKUMAR V

(RA2051001020141)
 CONTENT

S.NO TITLE PAGE NO

1. 1.0 Executive summary
1.1 added value
1.2 key to success
2. 2.0 company summary
2.1 company logo and tagline
3. 3.0 product and service
3.1 product
3.2 gift box
3.3 service
3.4 marketing mix 4Ps
4. 4.0 Marketing analysis
4.1 industrial analysis
4.2 PEST analysis
4.3 SWOT analysis
4.4 competitors
4.5 marketing strategies
4.6 advertisement promotion
4.7 strategy promotion
5. 5.0 strategy and implementation strategy
5.0.1 sales strategies
5.0.2 market adjust strategies
5.0.3 product adjust strategies
5.1 competitive strategies
5.2 objective and plan
6. 6.0 Financial plan
6.1 over view about future plan
1.0 EXECUTIVE SUMMARY

LITTLE GARDEN Restaurant is an interesting and new type of restaurant cooking food
with Flowers as ingredients. The restaurant is also going to provide a brilliant and
relaxing atmosphere for people.

The start-up management team will combine expertise manager and the chefs.
They need to have at least several years' experiences on restaurant. With the
development of the restaurant, we will keep inviting more expertise managers.

1.1 ADDED VALUE

1.Providing unique food, excellent services and elegant environment.

2.Enhance health, prolong life, cure illnesses and improve physiological

Functions.

3.Making people to learn more about the floral catering which can lead the
booming of this industry.

4. Reducing local employment pressure.

1.2 KEY TO SUCCESS

1. Keep developing new customers.

2. Using Customer-Relationship Management to keep customers.

3. Through making advertisements to make the marketing of the products and

brand.

4. Build the first-class marketing channel.

5. Establish the first-class learning organization and business culture.

6. Establish long-term partnership with suppliers.

7. At the mature stage, using expansion strategy and build branch restaurant
nationally.
2.0 COMPANY SUMMARY

The restaurant is going to develop into a name-brand restaurant with unique food
characteristics and establish a leisure resort leading with the flower health care. The
restaurant will offer customers with honest care and comfortable enjoyment to make
customers to enjoy first-class food, service and environment. flora catering contains various
nutrients and trace elements, it has some medicinal and health care functions, it can also
enhance the people's physique and prolong people's life. The restaurant will lead the catering
trend and bringing the idea of floral health, culture and leisure to the customers.

2.1 COMPANY LOGO

LITTLE
GARDEN

LET US MAKE YOUR TASTE BUDS BLOOM

3.0 PRODUCT AND SERVICE

3.1 Product

1.Flora food

The restaurant will use flower as ingredients to make various dishes.

2.Snack

Snack is a unique characteristic of the restaurant, before or after the meal or when people are
discussing issues, we will offer floral deserts to let them feel this characteristic.

3.Flora soup

In India, soup is a traditions, Indian people always drink Soup before a meal, therefore, we
will push out tasty soup as another characteristic.

4.Flora drinks

When we are running the restaurant, except the normal drinks such as beer, beverage, we will
also provide new kind drinks using herbal such as flower tea, herbal alcohol.

5.Various sets of Flora food

The restaurant will offer different sets of floral food to our customers, such as rose set which
means all of the dishes, drinks, snacks, soup are made of rose which is another unique
characteristic.

3.2 Gift box

1.The colourful effect

The colour effect on the customers can not be described with figures and words, but we could
see the effect in practice.

2. Fragrance

The fragrance spread out from the floral flowers can bring some pleased feelings to the
customers, therefore, it is helpful on illness recovery and prevent from some other illness.

3. "Happy Family" gift box

On Indian traditional festivals, we will develop gift box called "Happy Family" which use lily
as the ingredients to make snacks and make them into flower shape which means the whole
family will get pleasure and happiness. The gift box will also include the blessing note from
the restaurant: "Hope your family could be happy on this special occasion." DIY( Do it
yourself) note will also be included in the gift box on how to make a special fragrant

tea(the whole process). The DIY also contains the arrangement and the schedule of the tea
ceremony of the restaurant.

4. "Rose date" gift box Using rose to make the heart shape snacks and cakes and rose tea.
It will also include the bless note with "Wish all the lovers will be sweet forever".

5. "Elixir of love" gift box Using the chrysanthemum to make the round snacks, the
chrysanthemum tea with bless note "Hope you could be happy and family could be always
together". It will also include DIY note with making process of the chrysanthemum tea.

6. "Happy everyday" gift box Everyone likes enjoyment and what they care about the
most is that they could geta relax after busy work. In this case, we will offer them well-made
snacks made bychry santhemum and Ba Bao tea. There also will be some bless from the
restaurant "Please do not forget to take a rest when you work too hard".

The DIY note will include the whole process of Ba Bao Tea making and the most appropriate
time for friends enjoyment we will come up with the main dish "Happy to the most on
holidays".

3.3 Service

Herbal Resort

After making a certain profits, our restaurant will develop new service: floral Health Care
Resort

1. Herbal Flower visiting and enjoyment resort

We are going to develop a new agricultural industry which combine Herbal

plant growing and flower visiting resort. We will establish a large base,
breeding different types of flowers for visiting. This can provide consumers
with a funny place to enjoy themselves. At the same time, tourists can enjoy our
Herbal food here and cook the food themselves under instruction. At the same
time, this base can also provide raw materials ourselves.

2. Enjoyment and Business Conference

Garden area

There will be a place surrounded by the flowers which can relax customers' life. They can
also drink tea, coffee and some other Herbal drinks.

Conference and Restaurant

It will also provide large and comfortable conference room for business meeting. We will
also provide restaurant service.

Herbal Flora Spring Bath

The spring Herbal flora bath could provide many minerals and elements that can give our
skin the best care. Therefore, we could enjoy ourselves in the Spring bath. We will give
people specialist instruction.

3.4 MARKETING MIX 4Ps:

Product

This represents an item or service designed to satisfy customer needs and wants. To
effectively market a product or service, it's important to identify what differentiates it from
competing products or services. It's also important to determine if other products or services
can be marketed in conjunction with it.

Price

The sale price of the product reflects what consumers are willing to pay for it. Marketing
professionals need to consider costs related to research and development, manufacturing,
marketing, and distribution—otherwise known as cost-based pricing. Pricing based primarily
on consumers' perceived quality or value is known as value-based pricing.

Placement
When determining areas of distribution, it's important to consider the type of product sold.
Basic consumer products, such as paper goods, often are readily available in many stores.
Premium consumer products, however, typically are available only in select stores.

Promotion
Joint marketing campaigns are called a promotional mix. Activities might include
advertising, sales promotion, personal selling, and public relations. One key consideration is
the budget assigned to the marketing mix. Marketing professionals carefully construct a
message that often incorporates details from the other three Ps when trying to reach their
target audience. Determination of the best mediums to communicate the message and
decisions about the frequency of the communication also are important.

4.0 MARKET ANALYSIS

Market analysis is a detailed assessment of your business’s target market and competitive
landscape within a specific industry. This analysis lets you project the success you can
expect when you introduce your brand and its products to consumers within the market.
Market analysis includes quantitative data such as the actual size of the market you want to
serve, prices consumers are willing to pay, and revenue projections, as well as qualitative
data such as consumers’ values, desires, and buying motives.

4.1 INDUSTRY ANALYSIS

There has been a long history of Herbal food in India. In recent years, it is becoming a
worldwide fashion using Herbal as the ingredients to make various food, herbal food is
becoming a new trend. Besides, there are also some other countries using herbal as a way of
health care.

In recent years, on the beverage market, natural herbal flowers and plants are booming, they
are with rich nutrition, no pollution and deeply welcome by consumers. Therefore, the herbal
food and drinks will have a great potential market, currently, in india, there is no an exclusive
restaurant serving with herbal food, therefore, it has a large market perspective. In addition,
there are not so many high-class restaurants have traditional cultural characteristics,
therefore, there could be a large potential .
4.2 PEST ANLYSIS

Political

In recent years, with the increased enrollment, graduates are facing big pressure on looking
for jobs, Indian government encourage self-employed. These years, Indian government
begins focusing on the development of the national traditional culture, they are making much
effort on spreading and continuing the traditional culture. However, the floral catering is a
continuous traditional culture from ancient time. Indian government is now also planning on
making some policies to double the sales on retail products to support and develop its
local economy.

Economic
In recent twenty years, India’s economy is developing very fast and globally. Under the
influence of the market economy and new techniques expanding, more and more people are
becoming rich. They have new ideas, deep knowledge background, new consumption
thoughts, they are very diligent, they have very strong mental deterioration, they are and have
the potential becoming the mainstream of the international society and they will be the most
important target customers for any business. They respect top-grade consumption and they
are becoming main force for indian economy and consumption. But they are still at the very
beginning stage, their consumer awareness needs to be conducted.

Social

The social cultural environment contains population environment and cultural

background. Since the policy of reform and open was adopted in India.

Under the influence of the history and recent development of the economy,
Indian culture is multi-culture, it is very comprehensive and people would like
to try food with various flavor.
Technological

Also, herbal catering has a long history in India but they are not becoming mainstream. But
there are many records and researches about it. They have very excellent traditional skills as
background. Besides, with the development of economy, there is a long development on
theherbal market in recent years, with the development of flora catering techniques
extracting herbal oil skills, traffic and storage skills, all of these make the herbal catering
possible and gives it a large space to develop.

4.3 SWOT ANALYSIS

Strength
Special flavour Some floral have good aroma and tasty when they are used to make dishes.

Health Care In a famous Indian ancient medical book (Compendium of Materia), the
function of floral has been given positively confirm, herbal can be used for body care, beauty
care, reduce internal heat, improve eyesight, regulate nerves and body function. Each herbal
has the function of nourishing, we will introduce specific function of each dish in the menu,
however, for consumers, especially those with good economic conditions and high education
level, they are beginning caring about the food safety and health. Our products could make
them satisfied.

Cultural Atmosphere herbal catering itself has long and deep culture and history in
Indian , it takes on the royal and literate culture which represent a kind of high class level
culture. Besides, it is a new unique catering with special characteristics, and the restaurant is
based in a deep cultural herbal garden background , therefore, it is suitable.

Management Advantage We will armed with the most advanced and scientific
management ideas. We have long term strategic target. We are going to fine all the details
and promote herbal catering culture, we are going to make it big. We also have our own
business culture and management theory, we are going to establish learning organization and
develop with new ideas and keep making creation. We will adopt customers-oriented
marketing management and HR management with the humanistic thoughts.

WEEKNESS
1. Currently, the herbal catering services are not mature in india, there are no certain groups
of customers. They have to be conducted. Some people are not familiar with it on its flavor
and health care function, and safety. It needs some time to make the customers to accept it.

2. Lack of the capital and scale effect. There is no cost advantage. The catering industry is
expanding sharply in recent years. Many name brands are also expanding and increasing their
marketing. It will bring us some negative effects to our restaurant.

OPPORTUNITY
With the constant development of India’s catering industry, the turnover and employment
quantity of restaurants are raising, India’s restaurants begin to attach importance to brand
shaping, focusing on the expansion of business scale using business chain and franchise. In
India’s catering market, fast food is mainly western-style food and the dinner is mainly
India’s food. Western food is gradually booming, but still very small scale. Nowadays, as the
income level is increasing, consumers not only attach importance to taste but also to food
diversification, balanced nutrition, health, leisure, dining environment and its cultural
connotations. The current India's catering industry, some companies began to focus on the
product development, transferring to the food culture.

Threats
For the catering industry, food taste and excellent services are the base, which need excellent
administrative staff, chefs and waiters. Because there are various kinds of restaurant in india, they are
all fighting for talented employees and customers. Currently, there are not so many top-grade chefs
and managers in the catering industry, which causing the phenomenon of grabbing talents. At the very
beginning, we are start from nothing, our capital is not enough,therefore, it is difficult to get the
advantage of grabbing talents which compose a big threat to our business running.

4.4 Competitors
According to the social, economic and social factors in PEST analysis above, various kinds of
restaurants march into India to seize the market, including Western-style fast food, European-
style restaurant, Japanese food, Korean food, various Chinese cuisines, they all have target
consumers which enrich the catering industry in Indian, due to the food variety in the catering
industry, no restaurant can monopolize, therefore, competition depends on target customers'
approve, satisfaction and good impression.
Taking these factors into account, our competitors could be replacement and potential
competitors:

1. They also have the same target consumption group which also aim for the high income
people.

2. They have their own culture and unique characteristic on the flavor.

3. They could be threating to us if they are too close to us.

4.5 Marketing Strategy

For the catering industry, marketing is the foundation of development. The restaurant will use
Brand Marketing, Public relations of publicity, advertising promotion.

Brand Marketing
It is going to bring customers different feelings when making different brands. Managing a
business with modern theories, acquiring the customers' needs, establishing a good reputation
through excellent services (Specialist Catering, 2008).

Focusing on the atmosphere

It should focus on the badge design of the restaurant, the theme of the restaurant, decoration
style, furniture, layout, colour full lights. For the decoration, it should focus on building
atmosphere, trying to establish unique, attractive, elegant, silent, comfortable and romantic
traditional style of the atmosphere. For many customers could be easily affected by the
perceptual atmosphere, they don't focus on the flavour but on the atmosphere which could
make them feel comfortable.

Individual, Unique, and Visualized services

With the development of the people's daily life, consumption demand intends to be
individual, this makes business to stress people's need, providing customers individual
services according to the consumption place, time, target and making image of the business.
Base on our business position and managing direction, it should try to establish a restaurant
with function of business, romance, leisure and enjoyment. For a large amount of customers
not only focus on consuming the products, but also on consuming the reputation of the
products and reflecting their image from enjoying services (Specialist Catering. 2008). View
people's needs such as emotional life and social activities One of the unique characteristics of
the restaurant is caring about the people's emotional life and stick out the consumption level
for different types of emotional life. One of the most important things is that the business
should try best to fulfil the customers' needs such as business conference, emotional
communication, parties. People are looking for a better atmosphere and excellent services
and good places and multiple food choice.

View customers' needs on knowledge and information

The society is becoming highly information-based, people begin to care more about the
information. Information is becoming more and more important for people who what to run a
good business. The restaurant could provide the unique information to attract more people
and promote the marketing (Alina Maria Andrie, 2009).

4.6 ADVISEMENT PROMOTION

The characteristics are fast spreading and cover a large scale. Making social non-profit and
enterprise cultural advertisements. For the products advertisement, the strategy is to ask
famous food specialists to introduce on the TV show, especially on aroma, colour , flavour ,
and taste.

Newspaper and magazine

On the newspapers and famous magazines which people read regularly to advertise the
restaurant, publicizing the image of the company, marketing idea and enterprise culture.

Publicizing internally

Publicizing at the restaurant to the customers through different types of menu, such as menu special
for today, for children, for lovers, for weekend and so on. It is important to make a beautiful and
attractive menu to impress them.

Mail Advertisement
It will make some publicize brochure, business correspondence, post cards and so on to
deliver the customers. It suitable for some special occasion such as developing new products,
activities on festivals to attract customers.

4.7 Activity promotion

1. VIP card
For Indian people, they value their social identity very much. The VIP card will make them
feel that they are so important.

2. Gift

Give the old customers some samples or souvenirs whey they have consumed to a certain
amount.

3. Display

The restaurant will not only make the customers to enjoy food but also the services,
especially to get to know more about the flora health care. We could give them a test and
conduct them flora health care based on their different situation, they could make the flora
care themselves at home.

4.Discount

Get to know the customers' birthdays, on the festivals and customers' birthdays to give them
a large discount.

5.0 Strategy and Implementation Summary

5.0.1 Sales Strategy

Sing-target-market Strategy

At the beginning stage, we didn't run the business before and we are lack of experiences, therefore, we
will have a low market share. The restaurant will adopt single-target-market strategies, targeting on
the high income customers, pay close attention to the market demand of the leisure catering and
business conference, providing unique products and services.

The strategy at different product lifecycle

Introductory phrase

Floral catering market is a totally new market in the food industry, so far, there are no
competitors offering this type of service in India, therefore, it will be totally new products
and services. There will be a low profits and relatively high promotion cost. There could be
some potential rivals imitating our products and services, but it will only take up for a short
period, in this case, the restaurant will use market-skimming pricing strategy: high price and
low promotion cost. There might be few customers, but we will make them better to know
our new products and services; through "Word of mouth marketing", establish a firm
foundation for the future competitive market.

Increasing phrase
During this period, the sales and profits are increasing rapidly. There will be more rivals. We
are going to use the following strategies:

1.Reduce cost

Since we have the advantages of the technical support from the college and cooperate with
the herbal planting base around the restaurants, we could reduce the cost of the raw materials.

2.Increasing quality of products and services

Gradually increasing products and services, perfecting all the regulations and rules,
establishing unique and first-class business culture.

3.Develop new market

Keep learning experiences and develop target customer group.

4.New distribution channel

Franchise to open new branches. Besides, it is important to attract new investments, make
effective control, enhance reputation, and learn experiences during operation.

5.Reduce price

Reducing price to attract those price-sensitive customers. This is very important to take the
market share. Develop new products based on the original product range to move towards
Penetration Strategy (low price and low promotion) to attract more customers and loyalty.

6.Advertisement focus

Contact with the social media, develop public relationship propaganda, making promotion
and set up the business stage.

Mature Phrase
At this stage, sales speed increase will drop in resturant, supply will surpass demand. If the
restaurant is running on well, we could become the leader of the market. We are going to use
the strategies as below:

5.0.2 Market adjust strategy

A. Franchise to expand markets in different regions and establish excellent logistics system to
reduce cost and make solid foundation for the later phrase.

B. Compete for competitors' customers, increase new target market, try to switch the
potential market into the real customers.

C. Encourage customers to frequently use our services and products.

D. Invent various new utility and provide value-added services.

5.0.3 Product adjust strategy

A. Recreate our products and services, get rid of the old image and appear with totally new
image. Focus on brand advertisement, join social public activities, winning for the
acknowledge and favor.

B. Keep running current business and franchise, keep developing the resort area and make
some publicity to attract the investors and partners to reach "All Win". At the same time,
gradually opening all the resort area and parts of the leisure areas to make the all services
merge into all aspects of people's life .

Decrease phrase

A. Keep maintaining the brand image, reduce some services and gradually quit from the
market. Reduce cost and expenditures while the sales are keeping dropping.

B. Change the operation model and direction. Switching the main business to the herbal
health care and some new services to reduce the negative effect to the minimum.

5.1 Competitive Strategy

In India, it has a fierce competition in the catering industry, herbal house will use the
differentiated marketing strategies to make a distinction from other restaurants, building our
own unique characteristics to take up more market share without reducing the prices.
There are two main aspects:

Target market and differentiated consumption group There is no this kind of restaurant in
india, therefore, it has a large potential market. At the same time, we will make effort on high
income consumers to excavate their demands .

Unique Products and Services

The philosophy is "Details make perfect". We will keep on finding out the disadvantages of
our products and services to make further improvement and develop more products
demanded by the market. For our services, with the business culture as the direction, we will
refine all the details and consolidate relationship marketing to increase customer loyalty .

5.2 Objective and management

Archive

This is the most basic thing. It contains personal profile, quitting time, the reason for leaving,
where did they go and what they are doing now. It is very important to record their contact
methods and let the managers to communicate with them periodically so that they could be
used in the future when the restaurant is developing. This can help to decrease HR cost and
they could be taken as the HR reserve.

Performance

For the employees who is in charge of ordering food. The restaurant will reward them based
on their sales performance and they can get commission on different dishes they sell.

Management Software

At the mature stage, the restaurant will develop a software which is used to manage
employees.
6.0 FINANCIAL PLAN

The start-up expenses contains rent, facilities, expenses on marketing, sales and promotion,
building website, license and so on. The start-up assets include tables, chairs, kitchen
facilities, various utensils and computers

Start-up

Requirements unit :RMB

Start-up Expenses

Legal 10,000

Rent 8000

Facilities 50,000

Marketing, sales and promotion 10,000

License 3000

Other 50,000

Total Start-up Expenses 1,31,000

Start-up Assets

Cash required

Start-up Inventory 60,000

Other Current Assets 50,000

Long-term Assets 10,000

Total Assets 1,20,000

Total Requirements 2,51,000

6.1 OVERVIEW ABOUT FUTURE PLANS

1. Executive Summary.

In this section include philosophy, mission, target, method, financing, management, this part
is a bit different to the template. I have to revise according to the original template, but I
include all the information which ís the same to the original template.

In this section, the target is too hard for me and uncertain, because when start running the
business an entrepreneur could encounter many uncertainties and this could hinder the
operation of the business, therefore, the target may be have to be revised when in real case.
Also, for the strategic method, since I have no experiences before, I summarize these
conclusions theoretically, I am not sure if they are reasonable in real case. Finance, is another
part I am not sure, I was not majored in this before and I had no experiences on doing this,
therefore, I have to employ experienced financial clerks when start doing the business.

2. Product and Service

In this part, I included the characteristics and functions of some ingredients. Gartner (1985)
pointed out that a new venture is created through a series of actions taken by entrepreneurs
such as developing prototypes, hiring new employees, seeking funds, conducting marketing
research. These activities are taken place to different degrees, in different order, and at
different points in time ( ianwen (Jon) Liao, Harold Welsch, 2 008) therefore, I also divide
the business into three stages and I have different strategies at different stages and also I
develop the future plan and service.

However, in the later presentation, according to professor Anders I learned that I should not
include so many detailed information, I should give a clear and brief about mny products and
services and then put other detailed information to appendix I did this later.

3. Market Segmentation

This part is another difficult point to me, I studied and checked online about many data and
statistics. Because my target customer group is people with higher income, it is dificult to
estimate, in the first version, I did not present these contents but focus on the PEST and
analysis. I have to revise latter. At the same tíme, I am keeping summarizing the data and
statistics.
4. Marketing Strategy

In this part, I introduce my strategy at different' stage but the structure is a bit different to the
original template. In this section, I include all detailed information how I will conduct the
marketing strategy, when I start doing the business I will invite experienced manager to
management.

5. Management

When I was working in the Thai restaurant, I found management is the most important part, it
could help to save a lot of money. In this section, I include basic management principle,
because I think employees are the value of the business, therefore, I focus on the management
on employees. But In real case I think I have to invite experienced managers to take charge of
the management.