Entrepreneurship Analysis of the Market

Question: Discuss about the Entrepreneurship for Analysis of the Market. Answer: Introduction Innovation is the key to success of any kind of business (Burns 2011). The main aim and objectives of the present business is to give the people of United Kingdom an entirely different taste of food and entertainment. The Japanese manga is famous all over the world but at times, people do not get the copies easily. In addition to this, the western people have very less idea about the Japanese snacks and food. Hence, Nihongo will be a caf cum entertainment centre where the customers will get a taste and glimpse of Japan. The proposed business model will be of a manufacturer as well as a retailer. It will be a partnership business. One of the partners will be based on the United Kingdom and another partner will be from Japan. The partner from the United Kingdom will be able to tell about the taste and preference of the people in the United Kingdom. On the other hand, the partner form Japan will be able to design the restaurant and will be able to deal with the suppliers from Japan. The main motivation that will help the entrepreneurs is the urge to try something different in the heart of the United Kingdom. The food stalls, quick snacks and cafes are ample in the pace but the introduction of a different cuisine will help the entrepreneurs attract more customers from the market. The report will look into the operational plan, the marketing and sales plan, the financial plan, the market analysis of the United Kingdom, SWOT analysis of the place as well as the entrepreneurs. The evaluation will be helpful for the entrepreneurs to understand d the threats and opportunities ion the market as well as in the internal environment. The evaluation is necessary for the readers as they will be able to understand all the aspects of the business (Deakins and Freel 2009). Analysis of the Market/environment Due to the advent of the online books and the websites for free download of movies and dramas, people are gradually moving away from library and stopped buying the original CDs or DVDs from the stores. Nihongo will bring an entirely different concept to the people in the United Kingdom, which will mainly be directed towards the cafe cum entertainment place. Nihongo will provide the customers the latest manga and the new releases of the drama and Japanese films. The Japanese food in the cafe will be an added gift for the people in the United Kingdom. To start the business in the market of United Kingdom it is better to look into the book publishing industry of the United Kingdom (Wickham 2006). There has been decrease in the sale of the digital as well as the physical books by 2% in the year 2014. The decrease in the sales amount to a fall of 3.3 billion. If calculated separately, the decrease in the sale of the books has been seen to be 25 in the case of the physical books and a growth of sale of the digital sales of the books by 11%. The digital sales of the books represent the 17% of the entire UK book publishers who are selling both digital as well as the physical books. Figure 1: the sale of the books between 2012 and 2014 (Source: publishers.org.uk 2014) The restaurant market of the United Kingdom was studied in the year 2014 by a firm allegran food service, which estimates a sheer growth of the restaurant sector in the coming years. It has been estimated that by 2017, the growth rate of the food sector will double to 2.5 percent from the current 1.3 percent (Michel 2014). It has been estimated that the restaurant with good names will reach 17.6 billion which is an increase of 6.5 percent . The restaurant market will overpower the restaurants that are mainly used for eating out. Thus, it can be seen that the market of United Kingdom is favourable for Nihongo. Nihongo will face a trouble from the book industry and will get a back up from the food industry (Kuratko, Morris and Schindehutte 2015). Marketing and sales plan Nihongo is the caf and entertainment centre that aims at providing high-class Japanese cuisine, manga (comic books) as well as latest collection of films (Winer and Dhar 2011). There is far above the ground command for healthy food particularly Japanese cookery for future analysis purpose. It is expected that Nihongo demand higher in specialized services as well as opening new cafes in other areas as well. Nihongo aims at rendering top quality as well as top quality at the same time. Customer service is best that has competitive edge in comparison with other cafes in the area (Sheehan 2011). Marketing Plan Industry Outlook In accordance with National Restaurant Association, it is forecasted that economic downturn needs much improvement in the year 2010. Sustainability as well as health and nutrition considers as top trends for Nihongo caf menus and entertainment in the particular year (Shaw 2011). According to survey, 70% of consumers like visiting cafes and restaurant that offers fresh produced food as well as try in eating healthier as far as possible (Davies and Crawford 2012). Advertising and Promotion Strategy Nihongo uses believe in utterance of mouth publicity by gathering friends as well as commerce connections on usual basis. Endorsement of Nihongo involves attending meetings as well as networking with Japanese society of the particular area (Dahlstrom 2011). Advertisements are made in the Japanese weekly newspapers as well as Japanese social TV network. Nihongo also create social broadcasting by attracting television viewers. It tries in exposing services placing flyers in local grocery store as well as placing advertisement in local newspaper for attracting readers. Nihongo provides discount coupon as well as special offers for potential customers in the most appropriate way Market Penetration Strategy Nihongo main target is to reach out middle to upper income Japanese customers who belong to Japanese Community. They should attract people who show interest in healthy food in relation with Japanese cuisine. Services of Nihongo are affordable as well as convenient to potential targeted customers. Nihongo provides additional facilities like bookstore and movie collection in the caf store (Ferrell and Hartline 2011). Nihongo aims at keeping price mid to upper range for attracting customers in easier ways. This particular caf and entertainment centre believes in keeping reasonable price for creation of high profit margin in alignment with potential customers at the same time. With current change in market condition, Nihongo focus on adding new menus for adapting to the changed market environment as far as possible (Kotabe and Helsen 2011). Operational plan Whenever an organization is setting up a business, the operations of the restaurant should be taken special care of. Operations include maintenance of the internal environment as well as taking care of the external environment. Staff planning There are two main areas of business for Nihongo, the books and the caf. Hence, the staffs need to be hired on the basis of both of them. The organization will first start their business with a small area and hence, the requirement of staffs will be less (Drucker 2012). Five staffs will be needed who have knowledge about Japanese manga and films along with a knowledge about in-store sales. Either Japanese staffs or English staffs with knowledge about Japanese will be hired. They will be required to tell the customers about the manga and the movies. One cashier will be needed for the books centre. As far as the cafe is concerned, there will be one senior chef and there junior chef with proper knowledge about Japanese cuisine. In the caf area three waiters will be enough. The waiters can be of any background, as they will be given the training about the knowledge of the food. The owners of the shop will be present in the shop. The Japanese counterpart may have to travel because as the main base of business will be Japan. Supply chain management The inflow of the raw materials from Japan will be through water while the things in the United Kingdom will be by road (Stokes, Wilson and Wilson 2010). The transport from Japan will be easier and cheaper through the ships. However, the risk of natural calamity will persists in the case. As far as the suppliers in the United Kingdom are concerned, it would not be an issue as the organization will have a proper idea about the suppliers of the United Kingdom (Kim 2014). They will be able to find the best and cheapest out of all. Legal procedures In order to run the business well and in a smooth manner adhering to the legal structure is necessary. The law of business is applicable to the external as well as the internal operations and hence, it is necessary that the organization have an idea about the business laws applicable in the United Kingdom. To avoid problems among the partners, it is important to understand the differentiation between the general and the limited partner. One partner cannot be a general and limited partner at the same time. A limited partner contribute money when the business is being set up, only liable for the debts, cannot manage the business and cannot remove the original contribution, A general partner has to pay the debts if the business cannot pay, has the right to control the business and cannot reverse the decision that has been taken by the organization (gov.uk 2016) In addition to this, the business should be registered under the Companies House. Moreover, the individual partners should be register separately to the HMRC. Financial plans Nihongo expects sales more than $ 400000 in the initial years. Expected net profit is around $100000 in the third financial year (Needles and Powers 2012). Start-up Summary Nihongo has found new store location for setting up combination of caf and entertainment centre. This combination makes it different and competitive edge in comparison with other cafes in the particular area (Williams 2012). Monthly rent is costing around $5000 per month. Selected place is surrounded by Japanese shopping centre for attracting the potential customers and increased revenue generation in the near future (Shim, Siegel and Shim 2012). Total Capital- $90000 Guaranteed Loan- $100000 These are the initial requirement for starting up Nihongo caf and entertainment centre. Establish monetary Plan Nihongo establish Financial Plan Necessities Establish expenses Lawful Form $ 4000 clear out and Stationery $ 2000 Other $ 1500 Total establish up operating cost $ 7500 Graph: Total Start up expenses of Nihongo (Source: Shim, Siegel and Shim 2012) Human Resource Financial Plan of Nihongo Human Resource Financial Plan 2016 2017 2018 Director $65,900 $67,000 $70,000 Receptionist $34,500 $45,800 $54,800 Chef $56,500 $57,600 $58,900 Chef Assistant $32,900 $33,400 $35,800 Hall Server $23,700 $24,500 $34,000 Other $1,200 $2,390 $3,340 Total Payroll $214,700 $230,690 $256,840 Table: Human Resource Financial Plan of Nihongo (Source: Shim, Siegel and Shim 2012) Break-even analysis of Nihongo Break-even analysis Nihongo Units Break Even Point 16000 Nihongo Revenue Breakeven point $16,000 Nihongo Breakeven summit assumption Unit income $76 Unit inconsistent cost $7.87 Estimated review permanent Cost $39890 Table: Break-even analysis of Nihongo (Source: Shim, Siegel and Shim 2012) Projected Profit and Loss of Nihongo predictable Profit and Loss 2016 2017 2018 Sales $567,900 $576,800 $657,900 Direct Cost of Sales $76,800 $87,900 $96,700 Manufacture Payroll $120 $120 $120 Additional cost $220 $220 $220 Total Cost of Sales $76,800 $87,900 $96,700 Gross Margin $554900 $66790 $78900 Gross scope Percentage 80% 80.54% 80.58% Expenses Payroll $54,800 $65,800 $76,900 Depreciation $33,900 $34,800 $35,900 Utilities $23,890 $24,590 $26,700 Payroll taxes $65,700 $68,700 $69,800 Sales and marketing and other expenses $129,000 $223,900 $34,790 Total Operating expenses $307,290 $417,790 $244,090 Profit before awareness and taxes $65700 $87900 $ 99870 Interest cost $8890 $9980 $9990 Taxes incur $10 $4590 $ 6570 Net income $66700 $87900 $121300 Net income and Sales 9.27% 14.16% 17.65% Table: Projected Profit and Loss of Nihongo (Source: Shim, Siegel and Shim 2012) Projected Balance Sheet of Nihongo Predictable Balance Sheet Assets 2016 2017 2018 Current Assets cash $4,500 $5,600 $7,600 Other Current Assets $540 $760 $890 Total Current Assets $5,040 $6,360 $8,490 Long-term Assets $6,570 $7,680 $8,970 Accumulated Depreciation $340 $560 $760 Total Long-term assets $6,910 $8,240 $9,730 Total Assets $23,900 $29,200 $36,440 Liabilities and Capital Accounts Payable $5,400 $6,570 $7,680 Current Borrowing $340 $560 $760 Other current liabilities $540 $760 $890 Subtotal current liabilities $880 $1,320 $1,650 Long term liabilities $54,600 $76,900 $88,700 Total Liabilities $61,760 $86,110 $99,680 paid in capital $65,700 $78,900 $87,600 Retained earnings $66,700 $78,600 $87,900 Earnings $23,900 $45,600 $56,400 Total Capital $65,700 $77,680 $87,600 Total Liabilities and capital $283,760 $366,890 $419,180 Net worth $65,700 $77,680 $87,600 Table: Projected Balance Sheet of Nihongo (Source: Shim, Siegel and Shim 2012) The above financial forecast of Nihongo renders overview of the upcoming income as well as expenses borne by the particular company. This caf and entertainment centre believes in attainment of profit maximization as well as risk minimization as far as possible. They aim at attainment future goals as well as objectives in smoother terms. SWOT analysis S-Strength The partnership will be the strength of the organization as the entrepreneurs will have an idea of both Japan and United Kingdom There are a number of cafes present in the market of the United Kingdom. Most of the cafes provide the customers with burgers, sandwiches, coffee and pastries. On the contrary, Nihongo will provide Japanese food like sushi, tempura and other food items and Japanese drinks. However, Nihongo will face the competition but being not in the core group will help the organization stand out of the crowd (Bessant and Tidd 2007). W-Weakness The entrepreneurs do not know the taste and preference of the customers in the United Kingdom. People like caf but a caf without a touch of English might not be able to attract the customers (Bessant and Tidd 2007). Nihongo will not have a strong customer base like the established cafes in the United Kingdom. It will take time for Nihongo to promote and settle itself to prove it worthwhile in the market of the United Kingdom (Burns 2014). O-Opportunities The opportunities will be come in the form of the suppliers (Burns 2014). The things from Japan will come cheap for the entrepreneurs as the Japanese entrepreneur can supply items at a cheaper rate. The suppliers of the United Kingdom will also be easy to access due to the knowledge of the British entrepreneurs Language would not be a barrier for the entrepreneurs (Bessant and Tidd 2007). To explain the food, the Japanese entrepreneurs will be helpful and to communicate with the customers, the British entrepreneur will come to help The culture and the festivals will also be taken care of by the British entrepreneur. Thus, in spite of being Japanese caf and entertainment centre, it will give offers during the festivities that take place in the United Kingdom. This will be an opportunity for the organization as the customers in the United Kingdom will be attracted to the caf (Burns 2014). T-Threats The presence of the big name like, Costa caf, Starbucks and other coffee shops will pose as threats for the organization (Statista 2016). They already have strong customer base and hence, it would be difficult for the new entrepreneurs to establish themselves in the competitive market. The distance between Japan and the United Kingdom will pose as threat for Nihongo. Some of the Japanese raw materials are not available in the United Kingdom and they have to depend on the Japanese suppliers. If there is any issue in the transport, system or other environmental factors will slow down the process and the business will be affected. Earthquake is common in Japan and during such natural calamity; the supply will be affected and in turn will affect the business (Shirane 2012). Thus, the organization has to make the arrangement beforehand so that the threats from the calamities can be avoided. Conclusion After going through the SWOT analysis it can be concluded that the threats and opportunities are available to the organization is equal amount. On one hand, the different cuisine will help the organization to stand out in the crowd, on the other hand, the presence of the other cafes will pose as threats for the organizations. In addition to this, the physical buying of books is gradually vanishing from the life of the people. The advent of the e-books, will be an added threat for the Nihongo. It is recommended that Nihongo ropes in some of the eminent personalities from the entertainment industry of the United Kingdom will be helpful for the organization. In addition to this, Nihongo can rope in celebrities from Japanese background so that the Japanese people living in the United Kingdom can connect to them. The staffs will not be discriminated based on their background and hence the staffs will work hard to make the caf famous in the United Kingdom. In addition to this, a thorough market research is recommended to the Nihongo. They should know the economic and political conditions of the country. The study of the competitors is also necessary to understand their functions. Once they will be able to surpass the functions of the competitors, Nihongo will succeed in the market. Personal development plan Tasks Expected goal Actions Deadline Decide the topic of business Topic will selected Study about the business topics 1 week Study the market where the business will be launched Gain knowledge about the market of the united kingdom Secondary research about the market of the United Kingdom 2-3 weeks Make a marketing and sales plan Gain knowledge about how to make the marketing and sales plan Study the techniques about marketing and sales 3-4 weeks Make the operational plan Gain knowledge about the laws and the operations Study the laws applicable in the united kingdom 4-5 weeks Make the financial plan Gain knowledge about the financial plan Study the ways to make the financial plan 6-7 weeks Carry out the SWOT analysis Know about the strength, weakness, threats and opportunities for the business Secondary research about the place 8-9 weeks Conclude and recommend Able to make recommendation Study the previous topics well 10th week References Bessant, J. and Tidd, J., 2007.Innovation and entrepreneurship. 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