Jeff Feasibility Report 2016

Enterprise & Operations
Feasibility Study on
Food Business in
Ireland
Jeff Chau Wen Tah

D00152316
Dundalk Institute of Technology

BSc(Hons) Engineering Entrepreneurship 2016
Angela Hamouda
Enterprise and Operations Food Business Feasibility Study
Table of Contents
1.0 Abstract.................................................................................................................................................2
2.0 Concept Statement.................................................................................................................................4
3.0 Industry Analysis...................................................................................................................................6
3.1 Threat of new entrants...........................................................................................................................6
3.2 Barriers to entry.....................................................................................................................................6
3.3 Rivalry among Existing Firms...............................................................................................................7
3.4 Substitutes.............................................................................................................................................8
3.5 Driving forces of change and impact.....................................................................................................8
3.6 Industry Attractiveness..........................................................................................................................9
4.0 Value from Customers perspective......................................................................................................10
5.0 Market Analysis...................................................................................................................................12
5.1 Objective of Market Research.............................................................................................................14
5.2 Research Methodology........................................................................................................................15
5.3 Identify customers by demographic.....................................................................................................15
5.4 Outline of questionnaires.....................................................................................................................16
5.5 Analysis on receivers information.......................................................................................................18
5.6 Ages group of participants...................................................................................................................18
5.7 Employment status of respondents......................................................................................................19
5.8 Waiting time on hot food.....................................................................................................................20
5.9 Satisfactory level in existing service....................................................................................................20
6.0 Outline of Problems.............................................................................................................................21
7.0 Spell out opportunity...........................................................................................................................24
8.0 Category of market..............................................................................................................................25
9.0 Competitor Analysis............................................................................................................................26
9.1 Direct Competitors..............................................................................................................................26
9.2 Indirect Competitors............................................................................................................................27
9.3 Future Competitors..............................................................................................................................27
10.0 Preliminary outline of start-up cost....................................................................................................28
11.0 Overall Viability of Business Idea.....................................................................................................29
12.0 Appendices........................................................................................................................................30
Appendix I.................................................................................................................................................30
Appendix II – Highlights of Business Plan................................................................................................31
13.0 Bibliography......................................................................................................................................33
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Lists of Tables and Figures

Figure 1 The age of participants who carried out survey
Figure 2 Employment statuses among those participants
Figure 3 Rough waiting time on hot food
Figure 4 Snapshot of FSAI webpage
Lists of abbreviations
AKA As known as
CSO Central Statistical Office
Deli i.e. Delicatessen, shops which sell prepared food
EEA European Economic Areas
FMCGs Fast Movement Consumer Goods
GDP Gross Domestic Product
KSG Campus restaurant franchiser
MPs Member of Parliament in United Kingdom
NCT National Car Test
OECD The Organisation for Economic Cooperation and Development
PAYE Pay As You Earn
POS Point Of Sales
RTE Irish National Broadcaster
SMEs Small and Medium Enterprises
TDs Teachta Dala, aka Irish Member of Parliament
USC Universal Social Charges
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WOM Word of Mouth
1.0 Abstract
The purpose of conducting this feasibility report is to identify existing opportunity and understanding the
customer behavior during academic years. A strong desire on having financial independent, able to
surviving and well-being has become as fundamental motivation throughout the research process. Ability
to cook has turned out the essential living skills in foreign country. Most migrants do not adapt well into
local community and they find it many problems and disputes dealing with people due to lack of
knowledges of cultures and living styles.
Feasibility monitoring has had a function of scanning the issues and talks of the town, it must be up-to-
date with media as newspaper, RTE News, broadcast radio and word of mouth (WOM). A trend of using
social media such as Tweeter, Facebook and Instagram which has become a toolkit and channel whereby
any user can access and share information on a click. A growth of savvy consumers like young adults,
they are more educated and likely to contribute their view on social which this phenomenon has never
happened beforehand.
Food catering is extremely vast and every people could be future target customers. Food is basic need.
During the time of seeking undergraduate students opinion in DKIT has given myself a great confidence
and their views were valuable. The most challenging task of starting a business from engineering
background is they step into foreign zone and that people used to be IT background does not
communicate naturally with their ideas to potential investors or employees because they used acronyms
and terminology which ordinary people could not understand their language.
The enthusiasm and believe for writing this proposal is bridging of cultural difference, and perhaps by
offering diverse food options will enhance the local tourism. The business model on this proposal
addresses the process of informing the upmost natural smell and taste from the origin country. The food
market has been success to vibrant local business while also it would bring the new people to entry the
new community. A good example can be seen on Camden town, in London UK, Manhattan region in
New York USA, has proved that this idea is realistic.
This reports will reveals a more finite approach on current industry situation, the rationale of migrants
came to European countries, a pervious academic survey results, basic healthy eating and balanced
nutritious, migrants view and hidden threat, existing competitions on local market and etc. The systematic
operations on food business are plain and rough, the food truck management is not discussed under
feasibility report, and this venture idea has not become a new company and on initial stage.
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2.0 Concept Statement

Beyond EEA region, most of the Far East countries, there are a lot of traditional market in suburban area
which gathers up with stalls and vendors who offer unique foods beside hustle and bustle streets at
downtown area. This circumstance happens especially in Thailand, local people can trade their goods on a
boat, they sell spices, mango, local fruits, and ready to eat foods. It is rare to be seen in Ireland. In fact
people often travel and perhaps someone can bring some Eastern flavor which might satisfy Irish people
taste buds. Even the method of preparation on food is seem like handy at foreign countries, in Ireland has
faced acute situation on sourcing the ingredients, climate influences, and less selection on fresh local
vegetables and fruits available in this market. The other factor has to be considered as, will the people
accept the offering and how many people on market and how to access to these customers.
As being an international student in Ireland, most people find that there is a cultural impact to eating and
living. Some of them could not find themselves a favorite food, even they do not recognize what they are
going to have their lunch. The price of each meal are five times expensive than their country. For example
a lunch tuna filling with egg mayo sandwich is sold €4, it is reasonable while local people has job and
affordable. However, it is a luxury for international student who buy the food in canteen. While in China
a sandwich can only cost 5 Chinese Dollar which is roughly €0.70 for spending a good lunch. The second
thing is the taste of food, as comparing the food offer from their hometown, it is tasteless, less flavor or
weird describe by themselves. Also, student who came from a rich family who are reluctant to adapt into
a new environment, learning western culture, meet new friends because they find themselves are unique
and unreplaceable. They would rather stay at home and cook their own foods because it is more
comfortable and pleasant to living in their own society, they speak same language.
One of the facts which could not ignore is hospitality service, as eating out at campus restaurant.
Observation of the situation and staffs can be easily spot during lunch break having meal with friends.
Many of international students who did not express clearly what they wanted, were badly treated in front
of Deli counter. Perhaps there was a long waiting line and the time pressure behind. The catering staff
should not serve the customer as impolite manner and chasing the people away. While asking for some
additional ketchup, people were warned it need to be paid. My German friend said that “I wouldn't come
to this canteen again because of their rude behavior!”
A new venture should be profitable and tangible. At this moment, I might not have a qualification to
produce a prototype and turn into a product and become a good. However, a need in customer will turn
into opportunity. A burning pain is observed, the objective is clear to shape this concept. There is a
commitment need to pursue as a result to achieve a multicultural sustainable living community by
integrating the customer need and compromising into a food menu. They are looking for reasonable,
delicious and affordable recipe in order to change their mindset and eating outside is their part of daily
life.
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Dundalk IT is a small living community with approximately 1,000 people of international students
(Student handbook 2016/2017) study annually. The living environment does not fit them. Some of them
are not able to identify what they need by verbally. They are not comfortable with associate local people
because they are shy and feel depression and also they are not being respected, prejudice by society. For
example, Muslim students they cannot have pork in their meal, they are prohibited by religiously to
having any sausages, bacons, rashers etc. on their plate. They eat halal, which means a meal without pork.
Some catering staffs have not clearly explain the description on the foods, without understanding their
culture, they offence those Islamic students.
To run a restaurant in any part of the world, there is a pathway from a trainee waiter to management level
till directory broad. It is a massive organization in hospitality industry. There is a front home operation
and back house kitchen. The method on preparing a food, from purchasing raw commodities, stocking,
arranging, processing and finally deliver in front of customers. A proper scheduling is important fact to
operate a proper restaurant i.e. daily routine of tasks, staffs attendance, cleaning procedures and etc.
Every process should ensure it is under the regulatory of safe, healthy and hygiene. This will prevent the
customer from taking a poison food. A good waste management scheme will enhance the environment,
such as an understanding from disposal, recycle, reuse or landfill. Moreover, under the maintenance
scheme, the operator must have competences to dispose oil from the separator, utilize the energy
efficiency in order to saving operating cost. The most fundamental principle to sustain any business such
as cash flow management, financial appraisal, contingency plan for emergency but also an understanding
of do’s and don't’s on legal and commercialization during the business commence. There are abundance
of details need to discover before making a decision whether a business idea is feasible.
Undertaking a feasibility study is a safety precaution to start up a business. This report has investigating
purposed by judging should the progress to be continued. Many people do not recognize this plan and
they might think that it is a way for consultant to make money. Some people will avoid them because of
time saving and get quicker into marketplace. However, people who have failed in their business venture
because they do not have spent adequate time to study their market and understanding customer need.
They are product orientated more than market orientated. To gain more experience on hospitality
industry, I have previously worked part-time during my study. The experience is rewarding, from the
housekeeping work to managerial task, it is challenging because they will have different, strange people
or customer will be met and having disputes in communication. The relationship with the customers, how
to impress apparently, grooming skill, answering phone call from take away and dealing with food
suppliers. I love to cook and share the food with my friends weekly and I am glad to see they have
finished all the foods which prepared solely by me and this excitement never fades.
The concept on this venture is developing a fast food menu, i.e. Chips and Sausages with homemade Thai
Sauce and Red Curry Sauce. It is not commonly available at marketplace therefore the niche is narrow
and tangible because from dine out experience, there are no competitors are serving the exactly menu.
The sauce is made by blending the raw ingredients so the process can be labour intensive. While this can
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be a unique selling position from the texture and smell which will attract the surrounded passenger come
into and buy the food.
3.0 Industry Analysis

According to Competitive Advantage from Michael E. Porter, a feasibility overview whether the new
venture is profitable, it is based on the structural analysis of industry, understanding the nature of each
influence by making judgement on each factor, these famous factors are the bargain power of customer,
the supplier, threat of new entrants, substitution and the rivalry among existing firms. Even the author has
emphasized this analysis is used for enhance the performance for a company and formidable to read the
whole book. However these headings are useful for reviewing but also able to address the challenge in the
future.
3.1 Threat of new entrants

While propose to operating a small food business in Dundalk IT, a new entrant means new player without
previous history in the relevant rival. The whole campus restaurants are dominated and under a franchise
which is KSG group. Catering service of DKIT are the main restaurant, the well, the coffee dock,
Starbucks and Costa Coffee. These are allocated in different part of the college. The main restaurant can
cater up to 500 people. The license of the catering has to be renewed every 5 years and it is expensive to
pay for running a franchise. Mission of the KSG group is “We want our customers to have a restaurant
experience far beyond their expectations – Patrick Guibaud”. The issue is for most international student,
they lack of insight on hospitality industry. It is taught as highly profitable on this particular business,
therefore it becomes a magnet to competitors.
The concept is having a catering service by offering a new recipe of homemade Thai Green Curry Sauce
with Chips and hot Deli which include sausages, chicken nuggets, fish fingers etc. Even though
personally I have the skill to prepare the menu, it seemed to be a small part of the whole operation. The
price of raw commodities is relatively cheaper when a huge bulk is ordered, the bigger the quantity, the
lower of the price, the scale of economic. While a business is start up small, there are hidden costs and for
example the license cost, maintenance cost, water and ESB charges, rental, purchases and miscellaneous
charges etc. Without a proper planning or feasible study on current economy, a venture could be not
gaining profit as plan. An experience market consultancy suggests that constantly monitor on
environment trend, as acronym PEST factors, such as Political, Environmental, Social and Technological.
These are a framework and modus operandi to keep the business sustain, profitable with improve its
operating performance. Due to many uncertainties, many questions are not being answered and there is a
mist by taking a step forward.
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3.2 Barriers to entry

A big organization of hospitality firm is more secure and security compare to a small food business. The
resource and expertise to deliver the service is more mature and competent when dealing with different
scenario. Because of the expensive price, it attracts potential new entrants. The barriers are basically the
permission, legislation, technical process and acceptability of the stakeholders. These issues have not
been assessed. A new recipe will attract customers and some people willing to try a new food menu. The
problem is how to keep the surge in the market and constantly excite the people. Building a strong brand
will create a confidence to the consumers. An existing firm has this competitive advantage by establish a
brand, a trademark, which is exclusively belonged to the firm. For example a fast food restaurant
McDonald, a golden arch is a strong brand for its business.
Breakthrough innovation is rare in hospitality industry. As the product is highly differentiation compare
with existing offering. To sustain a business, a constant market research has to be done by understanding
their behaviors and demands. Without deliberately interrupt the potential customer, the process should be
simple and not to be time consuming while taking part the process.
The capital requirement is solely depended to the size of business. A small food business may require
€50,000 of capital to run a proper business however it can be low as €5,000 to start a business by
purchasing equipment and commodities and without taking consideration of licensing, consulting and
advice from a proper man. A person who does not have an extensive knowledge of the hospitality
business who runs a small food business will probably fail. The risk is huge as there should have a person
who is responsibility to taking health and safety of the food offering as well as hygiene. Some operator
does not obey the legislation can save up a lot of cost by neglecting the proper pathway to establish a
business, such as providing untrustworthy information when purchasing liquor license.
As having a hot beverage in any college restaurant, a loyalty card is given. It is used to record the stamp
for every purchase of hot coffee and tea. Ten stamps collected will get one free drink. The loyalty card is
a tactic to attract the customer return and buy the product. Customer will constantly come back because
they feel they gain more benefit from buying a same thing in a place rather than the other shops. The legal
policy is an important factor while starting a business. To ensure the people who are protected from
hazard. The employer has the obligation and duty of care on the people who start a business. The
customer has the safe food to eat. The description of trade should be matched to the product, trademark of
the brand name, menu and the method of preparing, understanding the act of sale and good with
legislations and getting an appointment from Environmental Safety Officer to investigating the kitchen.
These tasks should be done before commercialization.
3.3 Rivalry among Existing Firms

Dundalk is a small town with a population of 34,000 inhabitances (Environ Dundalk 2009-2015) and
DKIT has a number of 5,000 students and staffs. The existing market is almost saturated on hospitality
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market. By observation the car park outside the KFC fast food restaurant during the day, the business is
generally not well in most weekdays. McDonald in front of Tesco has offered McMuffin with tea or
coffee which is €3 and it is a good deal and quite a lot of drive thru in morning from 7 to 9. The
competitors who are the big firm are bullying the SMEs by level of fixed cost which is a firm with higher
fixed cost will sell a higher volume of product. A big firm will get a large portion on market share. The
growth rate is small which attribute a greater competition. A small food business never has thought about
these factors.
Prior to establish a business plan, a behavior of competitor should analyze and evaluate. A small town in
rural area does not have much growth on market while compare with Dublin or Cork has a dense
population. Big companies always creating job for local people and from this reason working for
someone has become a trend and people who will become lack of entrepreneur mindset. Team working
on a project will be more beneficial than working individually. In the business context, joint venture and
form partnership within external firm is a way to reduce competition and enhance a firm position.
3.4 Substitutes
Substitution is the way to replace an existing product or service with another format of presentation,
typical example can be the traditional payment such as cash is being replaced by bank card, store card as
visit particular shops; watching a movie instead of buying DVD or in cinema, watching the movie
through Netflix which is online streaming movie therefore people does not need to walk out from house.
In the hospitality firm, the competition is vigorous and there is always a fear that replacement by a new
substitution. The best way to combat the threat is invention a new innovation or food recipe hereby, a
continuous progression such as plan, action, observe and reflect while undertaking a program including
provide a safe work environment and to treat every employees without prejudice. Substitution from
external firm into a town is rare, unlikely major city like Dublin, Cork etc. The growth of hospitality
enterprise is limited by population, legislation and their lifestyle. The simple example is a person less
likely to take twice lunch, twice dinner and people in industry they know the business life cycle.
Substitution of the new recipe or meal deal offered by competitor, it will attract most customers during
the promotion weeks, e.g. €1 lunch meal deal in Dublin on every Wednesday. The surrounded café,
restaurant will become less crowded because the people are interested by price listed on food. Most of the
people has job and the opportunity is offering a quick service and has more time during the rest time.
3.5 Driving forces of change and impact

Generally, great powers such as social and technological trends impact the most of industrial
demographic. Social factor such as fashion and lifestyle and technological factor or information
technology, nowadays people heavily depend on social media and Facebook which has delivered more
updated information rather than word of mouth. From previous catering industry acknowledgment, every
disappointment from customers, failure to satisfy the people, maximizes cost benefit and resources
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sustainable viable business can be vital reason for changing the current situation. Simple alternative
recipe approach can excite the regular customer by adding some spicy flavor on food, although it is
uncommon and people might feel uncomfortable to attempt the new cuisine on menu list. Food menu can
have different variation, mainly dominated by the culture and demographic on the specific region or state.
A normal sandwiches is normal for lunch option in most Western countries but it turns up to a luxury deli
e.g. Subway food which may cost 4 to 5 times which sold in most Asian region countries. Asian people
will have fried rice for lunch because it is cheaper and easier obtained from local store. Variety of
premade lunch boxes can be found from Mark and Spencer store and recently there is some
microwaveable food in Asian cuisine found in Tesco and Dunnes Stores, Dundalk and these might be a
sign of changing the market demand. A lot of efforts to push the sale of Asian deli for example the
promotion of buy 2 for €6 which encourages the local people to try the new product.
Bootstrapping a small food business is formidable because the market size is small and highly dependent
on regular customer. In order to sustain and survive, a constant monitor of current trend for example
societal concerns, attitudes and lifestyle will give a hint and it can be an advantage to become a pioneer in
this cutting throat competition. Nowadays the customer become more savvy and educated, to able to
contribute a unique selling position, a lot of fieldwork study and reviewing of published documents can
observe the background of business environment.
3.6 Industry Attractiveness

Degree of acceptance by major customers will decide the venture is either in boom or bust. Different
industry has magnificent bias on profitability and market demand. In business context, market can be
categorized as mass market and niche market. The typical example for broad market is hospitality
industry, FMCGs, services, hairdresser and etc. These have a broad market share and usually have
generated more profit due to its size. It also can be explained by the people need and want. People need
food, shelter, warms and transport which cannot get away from daily routine. Want is desire, is not
necessary in essential life. On the other hands, specific markets are so unique and serve a small group of
customer or target segment. A niche has narrow gap on the market and it also relates to the core
competencies on the existing firm and resource. They are providing magic pills to certain people in order
that it would not cause sleeping disorder. Usually technology product can bring the problem to solution
such as the RFID sensor, attach into product and prevent thief; point of sales counter (POS) has
successfully raised the efficiency of resource utilization and achieve a better service in supermarkets i.e.
TESCO. The burning problem such as data security and environment hazard issue, emission of carbon
dioxide gas, can be defined as opportunity by inventing a product or a concrete plan, bring down the
harm.
Customers are likely to purchase a product to solve their problem. Firstly they are looking for the best,
most budget option in convenience way. In this food industry, level of attractiveness can be nurtured
while altering the food recipes, substitute healthier option by balancing the nutritious of the meal, serving
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the unique group of people, able to predict the customer behavior in the way of approaching them in
conducting a survey, specialize in menu and etc. Innovation ideas and the shortest time to enter the
market, will always win in first place.
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4.0 Value from Customers perspective

As far as concern, intelligent and savvy customers are unlikely to put their money down the drain and
looking for nothing. This comes to people who have different definition on themselves, some people like
to spend money on the clothes and foods, some people will spend their money on good music and movie,
a few of people think about an evening class will bring more benefit to themselves. The ultimate goal for
the firm who introduce their own product must create a valuable solution to customer, for example
making the customer feels caring during the period of service, enhance the decoration of the product will
add value and people will feel more appreciate during they use, i.e. the product from Marks and Spencer
are different to Lidi. People would argue with the price of own branded cookies, €4 and 49 cents for
300g. Both brands have provided the finest quality but the difference is the packaging and layout
presentation. These have target different customer segment, such as if purchase the cookies as presents to
friends, people would look for decent decoration rather than the plain, ordinary packaging. However it is
also depend on the economics of the market place, if there is currently facing an economic downturn,
people has less preferable on luxury option rather than useful, practical and good value on the product.
On the opposite site which relevant to the project, the fast food catering service in town can be successful
if constantly emphasis the advantages that will add the value form their money in their pocket. A balance
diet menu, nutritious, organics, locally produce and fresh ingredients. These are the key words will drive
the business into sustainable profits and create a loyalty on the customers.
From the market research that conducting earlier, there are 25% of people who are unsatisfied the existing
service available, harsh behaviors, unrespect to people, fault in communication and potential hazard
materials contain on the food can be formidable. Gluten products are usually found on the wholemeal
bread, plain flours, sausages and any battered fried foods. Person who is sensitive in gluten which will
cause the person cannot digest well in stomach and eventually cause dehydration and lead to food poison.
Gluten is a large particle of a chemical which will form a large cumulative waste in intestines and destroy
the wall inside it. As a consequence, person who in this disease will have a difficulty on absorb the
nutrient on the other foods.
The value on the food product is labelling, providing those contains and information. For example buying
the milk from shelve, expires date is the most important factor that whether the people would purchase
and store for certain days. The safe consumption food must be emptied within the deadlines. It will cause
the food poison or bad change in nature of the food as improper storage and by not following the
instruction during preparation. The legislation has been introduced that has coverage all food product
must have a correct and unambiguous label on the appropriate packaging under the Sale of Good and
Supply of Service Act 1980. The consumer right is available and customer can appeal to small claim
court if the food product label has lead misunderstanding and confusion. There is also an offence by
posting a no exchange, not refundable and similar signature which people may feel their right may not
grant.
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Customer has absolutely right when they identify the service and food which is served cause a serious
illness and eventually lead to loss in business. A careful observation and personal hygiene must be always
kept in mind to ensure that the workplace is spotless. The food commissary or simply called the base has
to be tidy and ensure there is adequate space which the workers will have a comfortable space to do their
housekeeping work after they close for service. Before starting a food business, a document of HACCP,
Hazard Analysis and Critical Control Points must be illustrated and supervised by Health and Safety
inspector in order to ensure the operation is safe for most employees and staffs.
While the days I was working for the front house restaurant, I received the complaint from local customer
that comment that the vanilla cakes on the buffet table had stuck with polyethylene foams, a tiny small
white form bubble attached on the surface. Both were white in colour and hardly distinguish by bare eyes.
This was happened when one of the staffs had teared out the packaging in quickest and careless ways and
the bubbles left on the surface. At last the customer came back and looking for compensation and €200
was paid. The person who made this mistake, he lost his job. Therefore a proper trained staff within a
certain time is significant in hospitality industry to reduce the risk and injuries.
A decent decoration of the premise will attract the people to stay, which is a good atmosphere and an
appropriate theme, comfortable dining place which is not too warm or cold, the setting of table, the
pleasant and eye catching menu, friendly staffs and professional service. In the business words, customer
is king. The value is also credited by having a skillful use of resources, management but also maintain a
mutual relationship within the staffs and customers. Occasionally update the menu and appropriate
alternate in existing recipe will excite the customers, for example, seasonally produces ingredients can be
substitute by offering the balanced nutritious.
A healthy diet is basically a food pyramid, so called staple food is always bottom of the triangle, these are
product made by wheat, breads, potatoes, spaghetti, rice, cereal etc. that will make the stomach have a
sense of fullness. The next level is consist of vegetables and fruits, they are rich in fiber and have a
crunchy texture which provide little amount of energy but it will help the digestion of the stomach and get
rid the waste. The third level consists of meats and daily product such as cottage cheese and milks. These
foods are rich in protein and will help and repair the blood and muscle growth. It is recommended having
twice a day. The top of food pyramid is the sweets, chocolates and fats which should be avoidable from
health diet and the fewer intakes of these foods, the less likely happen of high blood pressure disease and
stroke. For a good value of lifestyle, daily food intakes must be equally same as the activity or sport. Too
much food intakes without having exercise will eventually lead to overweight or obesity, it will endanger
the life and likelihood to have sickness.
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5.0 Market Analysis

Unlikely the industry analysis, market analysis is a study of behavior on people and social circumstances
which is usually outside of the firm. By conducting a proper external analysis will give a good shape
whether the own product is on the correct timing in the market. Most relevant example that is who has
ever been a driver and approaches to roundabout, a good signal to direction is vital to show the driver
behind, and a careful observation on the right hand side will give a clue if the man is on the right time to
come out. If the observation is not conduct properly, it will lead to car crash and life endanger. Therefore
a market research document must produce as similar the work done on driving a car by a careful
observation the situation. This would also save the time and money that would prevent the venture from
failure.
Perhaps some people without relevant industry experience would argue that conducting a market survey
report is wasting the time and an awkward way to disturb the working people during office time. Most
people do not like to answer the call from strangers or so call sales reps. However, those people are under
pressure for achieving higher sales and growth and it is describe as a cold call. Most engineers do not like
interrupt the public and they prefer to work on their own. This would also influence by the personality
itself and it is really hard to breakdown the phycology barrier, coming out with a wobble speech and feel
like a stubborn in front of people. Under the bigger company size, there are several departments such as
R&D, accountancy and finance, human resources, marketing etc. and the tasks are delegated to the right
candidates. However, the startup firm or self employed is restricted by limited resource, expertise and
most economics of scale. A good preparation or joint a current venture will eliminate the risk but also
share the resource. The truth of the business is able to coordinate and cooperate with success firm. The
bigger scale of business has better position and more capable to resist the threat which is the origin of the
market place.
A small firm has opposite strategy, a technological product has effectively solved the problem but they
might not have vast enough production due to their finance. Simply speaking the product is very
expensive in the first entry to market and only first tester will buy and use it. A typical example is the can
opener, the electronic, self-driven, small pocket size can opener is success at entry because they have a
right target of the customers, which is household user, and they have a clear vision on reveals the illness
on left hand user. Innovation method has proved to be success; even they are in a small firm, seeking a
right packaging, cooperative manufacturers, patent and IP right is a strength factor. An invention by
engineer from desk in workshop until shows on shelves on store, it is adventurous and novel. The biggest
trigger is user, niches and opportunities always the flip side of problems.
Complimentary skills are vital while undertaking a market research, questionnaires and forms must be
easy read and clear. A suitable person or a person who is wisdom in this particular field has to be
contacted by seeking professional advices. If a person who has the knowledge to manufacture the trigger
of the volley balls, the appropriate way is to provide several alternative solutions, draw a table with some
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scores, it is called matrice, the highest score of the solution obtained is the best options. This would
reduce the probability of failure and also a chance to revise the issue. A team has to commit and have a
same goal to achieve, by breaking down the possible and the chances.
In traditional way, market research can be conducted in two methods, the primary research which is face
to face interview or direct personal or fieldwork research. The secondary research means any published
documents, industry reports, central statistical office reports, books, magazines and newspaper are good
indicators on current trend. Extensive reading and analyzing these issues may be useful but constantly
seek from the people who know more on this information is beneficial to this project. While undergoing a
fieldwork research, objective must be contrast and target audience must be capable to respond all the
questionnaires. Meanwhile setting and contents of survey questions has served certain purposes, whether
the product itself has been tested it is useful and practical, by analyzing problems from user, or bargain
power of purchasing from vast customers etc.
Food catering idea is about the practical and contributing the relevant skills, it also entertains customers
by satisfying their needs. By setting up a serious of questionnaires and know what they are happy and
what is the things that people are not glad with. Most people can read and understand those questionnaires
and send the complete form by email in the appropriate time, i.e. tea break or lunch break. At this time
people will check their online status such as Facebook, Tweeter, Instagram and Outlooks. Basic
understanding on people daily route will promote the chance to get through on objectives, enhance the
likelihood on people who read the questions and answer it. Same analogy can be described by fishermen,
identify the target school of fishes on perfect timing and location, get the net and harvest them in the
shortest period.
To increase the reality on feasibility project, a face to face interview within industry expert, which
provide more information especially insurances and other hidden costs which people might not think as
depth. A safety procedure and working manual must be written and to be communicated to all the staffs
who works in industry. To eliminate the chance of dangerous, unpredictable risks, by purchasing various
insurance can be a precaution of uncertainly. However face to face interview could be formidable because
they might take your idea directly after the person has shared those unique ideas. The industry is highly
competitive and many rivals seek for growth. Therefore social network play a vital role when undertaking
this survey, friends and family will give a stepping stone on feasibility project.
Searching relevant website and get contact with the institution either by telephone call or formal letter is
the other alternative way to complete the task on fieldwork survey. Compare to modern way such as
conducting Survey Monkey or Google Form and attached the link on social website or Outlook, it cost
more resource, time and money. Peer to peer interview works better if advance appointment has been
made, or otherwise the project manager will ignore those unnecessary letters by not giving himself
troubles. Therefore an appropriate timing, by giving a good reason and contact the relevant personal will
boost up the winning opportunity. Reading the suitable materials such as magazines, handbooks,
newspapers or some e-books can be time consuming as the person has not reach the same level of
15
knowledge but it could be rewarding by continuous progression. However, ability to choose the right
material is important because it will save the time and more focus on the subject.
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5.1 Objective of Market Research

A preliminary market study was proposed and success in a form of collecting interviewees opinion. A
series of questionnaires was set up to investigate the lunch option during weekdays. Basically the
questionnaires was sent in electronic form by email in DKIT college across 5 departments, include school
of engineering, business studies school, school of nursing, IT and visual art school and school of
hospitality. Huge advantages of collecting information among the students and staffs in college
environment is simply because they are capable to answer the questions during tea break and took little
amount off their time.
As far as we know, most people do not have adequate time to prepare their meal every morning or some
people would prefer to prepare sandwiches at night the day before. The food is essential need, as at the
same level of need of air, love, shelter, sex under the hierarchy of need. A smart household or family will
draw a budget on expenditure for foods and this would allow them to enjoy a bit of luxury during
weekends. Food industry come to marketplace especially in busy urban area whereby the number of
affordable customer growth, either teenagers or students. People have more choice to select what they
want to have at lunch instead of prepared by themselves. Food industry becomes competitive due to
customer behavior, level of service, changing in lifestyle and prices. Identical products or services emerge
will not stand out of crowd, therefore opportunity is found and observed as there is a cultural gap which is
possible to bridge up.
The experience of taking a lunch break and having a meal, there will be a huge queue line till the entrance
in front of deli shop, some people are frustrated at waiting, staffs are busy to prepare and pack the foods
to fulfill customer orders, competent staffs can manage their tasks or even they are multitasking, some
inexperience staffs are clumsy and awkward during this period, until they are being scolded, these people
are making mistakes easily under pressure and therefore lead to customer unsatisfied.
A solution was came out nearly a century ago which a deep fried food provide a crunchy texture and
feeling of fullness. They provide quick, price efficient and delicious meals. Due to those meals are half
made and the procedure is simple, less effort spend but however those food are heavily fried and salty, it
leads to bad health and cause obesity. The fast food will give a false illusion which satisfied people
appetite. Hence there is a trade off between the price, health conscious and time efficiency. People who
want to save expenses and without adequate time, they will probably choose fast food. The increase
awareness of healthy diet in mind, they will unlikely to have fast food or even though they never touch it
again because their friends suffer in obesity. General Practitioner would recommend that normal people
will not intake fast food more than twice in a week, and also a food energy intake must balance with
adequate amount of activity output. A general concept of nutritious must be clear and not only blame for
people who providing a small business which could lead to bad health.
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5.2 Research Methodology

A list of questionnaires was designed for potential customers across the campus in beginning stage. The
objective is to target their lifestyle and behavior during the weekdays and observation on their interest in
relation to food option before the next stage which will be outside the college. The context of survey is
vital when designing a form. Information requirement table was provided by lecturer that can be used as a
guideline to sharpen the definition and key questions were outline. A precious definition and relevant
subject will contribute quality information.
Likert scale which is psychometric respond scale was used and this is basically closed end questionnaires.
This method would provide a statistic graph which is easy to observe, analyse and make conclusion.
Opened end question such as their direct word to mouth will make the survey more difficult because there
is no right answer. People will spend more time on answering a long question and this would make the
people skip this question. Due to this reason, the questionnaire which I set up does not include open
question and make the process easier. Some people would argue that quality and quantitative questions
must establish and be balanced.
The stage of carrying out research method s simple because of the topic is relevant to most people, clear,
precise and well match to people life. Non technical language was used in the survey form and no probing
or sensitive issue was asked. The degree of research will be more difficult when the topic is narrowed
down to a specific region or technology bases and respondents are required a certain level of expertise to
answer the questionnaires.
5.3 Identify customers by demographic

Demographic survey is the statistical study of populations, including consumer behaviors, purchasing
power, and situation analysis. By undertaking fieldwork research, it will able to distinguish a group of
people in different segment. As part of preliminary study, the baseline results can be analyzed due to
gender, age group, current status, income level and etc. A preferable survey form should have a
characteristic of encourage, stimulate and develop the idea that will attract most people attentions.
Main research questions must be relevant to particular project, data requirement table was act as a
yardstick in aid to depict the layout and style of delivery on the structure of the format. To profile
customer, key questions need to be outline as age, status, location, education background and attribute
which respondents are able to answer. While asking income level of people can be sensitive issue to some
people till who will reluctant to fill the information. Income level can be gauged as purchasing power of
certain group of people and this will immediately impact price of the products and services outcome.
Buying behavior can be described as the accessible of products or services before taking any investment
plan and implementation progress. As entrepreneur should decide when come to selection based on
customer behavior. To maximize the benefit of survey, the designer should build a series of questions
whereby directly closed to customer perspective. The typical example of customer behavior such as
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people could buy goods and walk into shop, some people would rather do online shopping, a few people
will buy goods during promotion or sales, options are varied and people have loads of alternative and
actions. As an entrepreneur, the best way to anticipate their behavior is to comprehend the way of people
thinking or psychology which will amend and reflect their need. Analyze and understanding the current
trend and become more sociable will make the idea workable.
Market research is undoubtedly a continuous progress which should not be taken at once, the alternative
way for obtaining information is directly contact to relevant institution or organization where the
competent personal work. By establish a focus group with same interested and passion on specific subject
would enhance probability to success. By joining as membership online would save some outbound
journey and subscribe their magazine which providing a juicy content of relevant information. All these
effort will highlight the important of feasibility stage that would transformed into business plan in later
stage. There is a clear border between feasibility study document and business plan. The first is defined as
viability to the idea and the business plan described as the steps through the process. Feasibility study also
include the environmental monitoring which is external environment and internal environment, by
comprehend those factors will provide a standing position not only the organization but also the product
or services itself which can be used as tester for marketing.
5.4 Outline of questionnaires

The function of giving out questionnaires is collecting information but also give a structural feel of the
community whether they welcome the idea. Twelve questionnaires were designed and the first section
was include basic demographic info, the middle part of questions were about satisfaction on current
service and the final section is about the idea, the questions are shown below and a few description and
reasons behind the question will come along with.
The first section is about requiring person gender, age and occupation which is a typical profiling of
customer, as part of demographic survey.
Q1 I identify my gender as… male, female
Q2 What is your age? options are…below 20 years old, 20 to 24 years old, 25 to 29 years old, 30 to 39
years old, 40 to 49 years old, above 50 years old
Q3 Are you currently.. employed with wages, self employed, a student or other (may included
unemployed, pensioner, veteran etc.)
The second section is probing about the existing service and their opinion of eating out experience. This
section would define the strategy need to undergo and also implementing the improvement on
performance. Majority of answer would be two option which is yes and no, likert scale and simple reason
is for the ease of answering question.
Q4 Have you been to a takeaway recently?.... yes, no
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Q5 Rough waiting time on your hot food… within 5 mins, 5 to 10 mins, 10 to 20 mins, more than 20 mins
Q6 In existing service, you feel, …. extremely satisfied, very satisfied, satisfied, dissatisfied, extremely
dissatisfied
Q7 Does improvement require in existing service? … yes, no
Q8 Have you been any disappointing circumstance? (e.g. food does not match, hostile behavior, wrong
changes given..etc.) …yes, no
The last section is the new recipe and also the idea require to tell the people whether people will accept,
like or dislike on new idea. A brand new menu recipe can be driver of motivation while there consists of
great statistic evidence which proves that the idea is workable. This is also as the core of questionnaires
that would tell the organization the story, a more common example without filling up the paper is giving a
sample of food or taste therefore the respondent could tell their opinion directly.
Q9 Will you concern fast food (Chips and Curry rolls, one half and half..etc) when you have limited time
rather to prepare your lunch? … yes, no
Q10 Thai curry is a typical green curry which gives a slightly stronger aroma and sour compare to normal
curry. If Thai green curry become substitution, will you be interested? .... yes, no
Q11 Price of fast food usually is cheaper than other lunch options, but it does not a good choice because
contains more fats and higher cholesterol level. How often will you choose fast food as your lunch? ...
never, twice in a month, once in a week, twice in a week, three times or more in a week
Nb: This question has answer set up in a style of typical likert scale and the answer is according to the
level of frequency and from never to more often.
Q12 If similar service coming up soon, will you be interested in my offering? … yes, no
The next section will reveal the result on market research and an extraction of questionnaires was taken
out for further description. However a complete form of result will be attached on appendix section for
investigate and review.
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5.5 Analysis on receivers information

At the beginning stage, surveyors need to identify the background of potential customers. Questions
should be designed to meet the requirement in order to target the segment group. As mentioned above,
ages of group, genders, current statue, etc. There are 75 males and 123 females have participated in this
survey. Most of the completed survey was done by sending links through college webmail and generally
could anticipate that females are likely to have spare time to complete the form.
5.6 Ages group of participants

The second question highlights the age group of the customers. The results can be clearly categorized the
number population of certain age people and diagram shows below.
The ages of participants

80
70
60
50
40
30
20
10
0
d d d d d d
ol ol s ol s ol s ol ol
ars ars ar ar ar ar
s
ye ye ye ye ye ye
20 24 29 39 49 e 50
lo
w to to to to ov
Be 20 25 30 40 ab
Figure 1 The age of participants who carried out survey
From the result, the most respondents are 20 to 24 years old about 75 people out of 200. (38%) and the
next range is below than 20 years old which about 56 people have participated this survey. Ages above 22
years old are categories as mature students or can be assumed as staffs (38%) who have respondent to
survey.
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5.7 Employment status of respondents

The
Current Employement Status majority
3% of the
12%
1%
Employed with wages

Self- employed
Student
Others
84%
respondents are students and about 167 students have joined the survey. Secondly are staffs around the
college about 23 people participates on this research. The reason behind is because whether they have
expenditure and willing to spend money on outside food. Students will not get extra money unless they do
not work as part time.
Figure 2 Employment statuses among those participants
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The price of food has to be affordable therefore people willing to pay. Strategy can be applied such as
promotion. To introduce a different variety of food to keep people interest in particular products and
services. Focus on each market segment and constantly sought their thought. A hypothesis can be taken as
the more employment level, the more money people will spend on foods or other expenditure.
Participants who employed with wages can be assumed part-time students or staffs. Self – employed is
rare (1%) in this situation because they might have student identification but also running a business by
own. Others can be categories as unemployed, retired, army and others identification. The most important
in this question asked is looking for the level of affordable price which will suit or cover to all customers
needed.
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5.8 Waiting time on hot food

Questions asked in this situation is delivered past experience when visiting any take away because the
food can be prepared in certain standard but depends on the speed of delivery and the method of
processing. The majority waiting time are falling into 5 to 20 minutes which is logic and the statement is
truth and accurate.
Figure 3 Rough waiting time on hot food
Waiting time on hot food
more than 20 mins
10 to 20 mins
5 to 10 mins
Within 5 mins
0% 10% 20% 30% 40% 50% 60%
5.9 Satisfactory level in existing service

The rationale by inquiring these questions from broad people is to seek out a current problem which faces
on industry and improve by better training and expanding the resource. While there are about 90% of
participants are satisfied on current offering. For example the level of service, quality of food and the
resource available, politeness of staffs, level of enthusiasm while delivering. Some people might argue
that giving a polite nod on those respond will result the reality on the subject. The satisfactory level on
current service has multiple dependent and the person who has a great view on particular sector will likely
to critics the project due to the same value, belief and eventually encourage to greater and profitable
venture. Gathering the expertise and share the information could lead to argument but it is a great
experience.
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6.0 Outline of Problems

Previous chapters as concept statements and industry overview, consists of many overlaps among each
heading. The problems on current social trends has been magnified such as bridging between cultural
backgrounds, the price of foods that people could not bear if there is no payment from employment, level
of service and satisfaction, misunderstanding of religious and respect, under knowledge of nutritious and
poor description etc. The problem contexts are wide involved from global perspective, till within a living
community, within an institution until offering a specific product or service. There are many people who
fail on establish a competitive position, parts of the reasons are inadequate considerations. In fact the
consideration such as a breakthrough or better version of product or service, implement a marketing
strategy to an undefined target segment, bad industry relation with bad debts, leaving of key employee
due to stretching of resources etc. A systematic way to outline burning problems begin from macro view
of environment, which back to school PEST terminology, political, economic, social and technological
issue in Ireland.
As far as concerns, Irish Free State is a democratic country and there is referendum on selecting TDs to
pass the bills and legislations from House of Oireachtas. Every citizen in this country has rights to
participate, all details and context within Irish constitution. Until recent, there are still many problems and
issues have not been solved whilst people do not feel much protection as before such as social welfare,
employment, taxes and unreasonable charges such as USC aka Universal Social Charges, water charges
etc. Disputes are arose and Michael Martin TD has stated that ‘there is nothing to compromise until every
things is being compromised’ and the statement become hard to tackle because it is complex and involve
many institutions. However the problems have been delegated to local authority and they started to collect
water charges by letter which the cost is used to improve the watermains, sewers and maintenance of
water treatment plants. The water charges issue has been broadcasted e.g. Claire Byrne show. TV studio
provides a stage to public who is allowed to share his view. As a result, there are two thirds of audiences
who does not want their water charges back. The political factor dominates policies, implied the health
and safety rules, enforcement of legislations etc.
An article from Irish time has stated that self employed people are disadvantages from Irish tax system.
From OECD report 2014 suggested that 17.4% of Irish self employed which more than 16% average in
the rest of Euro countries. The percentage has obviously declined back to the time of 1990s which
covered almost quarter of Irish worked force. There are some reasons behind of declination of self
employed, not only from economically slump in mid 2008. Self employed who work overtime but the
policies does not treated fairly as same as PAYE employees. Self employed who earn more than €100k
will pay the top rate of income tax although there are only contribute a smaller margin of revenue of €62
mil a year. It seems like impose a penalty on entrepreneurship that would restrict the growth of new
enterprise. Again, from Irish tax system, self employed people does not allow to receive tax credit same
as the income from rental of property and investment income. Those people also disadvantages from
social insurance contributions. They pay more money than ordinary worker i.e. €210 per annum of
income tax from PAYE verses €1610 per annum of self employed person even they have same level of
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revenue. As a consequence, many people would likely to enter new work force rather than working for
themselves because there is indeed has more social protection and less tax burden on the shoulder.
Changing in political factor such as taxation will impact the relevant industry tremendously, such as
changing in legislations.
One of the interesting on Economical factor links to Irish market that from CSO statics which pleaded
that a growth of 26% on Irish economics (RTE business news, 2016). The predominately facts are
purchasing of new aircraft, new migrants, and entry of foreign equity into rivalry. Nevertheless mostly
Irish people do not feel any advantages because they have to burden the pressure from paying back of
loans and mortgages. One of the opposition TD who denied that the CSO has provided an optimism
economics numbering but also mentions that people do not rely on the value. There are also found
limitation of population number (approx. 4.7mil) and they seek for economic growth by transforming
innovation ideas to viable business opportunity. In past majority of Irish were agriculture background and
more self sufficient but also depending on produce raw farmer products such as foods and milk products.
By enhancing most rural business, it could be turn up a tourism ideas by improve current facilities and
cooperate with local authorities. Upgrading the hotel facility, catering, teashops, clubs and traditional
music bars will attract visitor staying in a small developed town such as Dundalk.
After economic depression, banks or financial providers have tied up their belts to provide loans because
afraid of bubbling and rising of property price. Recently a ground breaking news of BrExit happened on
30 June in United Kingdom. Once the referendum reveals and roughly 51% of population has voted exit
and this leads the resignation of David Cameron MP. On the other side Brexit has dragged down Sterling
pounds overnight and been devaluated from €0.77 to €0.81 into £1 .It does mean that Irish products are
hard to sell to British, it is indeed a nightmare of Irish businessman who will pay their stock through their
nose. Therefore this is an issue which Irish businessman need to be conscious before invest on a new
project.
Social demographic has evolved dramatically since there are more migrants surge into urban area such as
Dublin the rest major towns. The rationale behind is looking for a saver shelter, while a number Islamic
extremists took over their hometown and started to build up their military commissary. As far as concern,
their initial aim is about seeking for equality, which means in their Islamic bible that they are not allow to
have gambling, nightlife, Islamic women must wear headscarf, no alcohol etc. Couples of the Islamic
countries as UAE, i.e. United Arab Emirate, or happen in Dubai, some of ultimate rich men do not obey
their religious rule and this trauma keep happen over times, civil war never rest in most Middle East
countries. Due to this reason, there is a rise on population since migrants outside EU countries are looking
for better and simple living. However, most migrants have serious language barriers and they could not
even order a sandwich and they are in trouble and hunger because they are unlikely to get employment. A
small number of migrant they do not have adequate cost of living, they create social problem, such as
robbing, assaulted pedestrians at night, vandalism, trespassing and the phenomena getting worse and out
of control. Hence the goal for being entrepreneurship is create more employment in order to stabilize
social problem which is acute.
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Emerging of apple products and fast broadband become leading market a decade ago which nurture
sophisticate, savvy and young consumers. Application of online marketing and social media has become
more influence than traditional advertising such as newspapers, magazines, billboards, flyers, brochures
etc. A competent marketer and their job include about providing relevant and trustworthy information.
Typical example a car showroom, sales reps on duty will introduce brand new car inside out, even though
they are under pressure as commission basis. Nowadays most people can do online shopping and do
survey to find their favorite clothes and cosmetics. Discounts will be credited to online customers because
it will reduce numbers of retails shop and therefore it will bring down overhead cost and more profitable.
Takeaway restaurants are not a new business and in the old time people can order their foods through
phone once customer has a menu on their hand. Few years ago there is Justeat.ie provide a business and
customer interface which make online takeaway and billing easier. An intermediate business niche is
found and they could earn extra revenue nearly 24hours a day because the program is running through
automatically. POS machines as available on major fast foods restaurant McDonald, KFC, Burger Kings
etc. will also let the business easier and less conflicts while receiving cash from customer. The system is
purchased and it becomes a replacement on handwritten receipts. A big touch screen will record the
customer order as at the same time it connects to kitchen and staffs will be instructed as the paper shown.
Newly improved technology requires of countless time, collaboration of laboratory staffs and
commitments. This is absolutely not a single person job. Lots of experiments and test need to be worked
out beforehand and there is no guarantee that it would success. This is a process called Research and
Development. R&D where come to food and drink, is about inventing a new way to prepare recipes and
the method to prepare and garnishing. This would make it more aesthetic and class. Once a new
innovative culture has been developed, it would attract tourism and enhance the local economic.
Constantly creating a new way to delight and entertain people, it will eventually develop healthy
economic growth and more jobs created.
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7.0 Spell out opportunity

A brief PEST analysis on previous chapter has illustrated some evidence on the need to protect social
stability by offering more employments, shortage of variable range of multicultural food. Discrepancy
food business is viable where the customers are known and provide adequate support on business. For
example the customers act as audiences, the speaker must have speech with is relevant to their subject and
also bring benefits at the same time. In fact, while walking on Dublin streets, it can be seen that there are
migrants all over the world who set up foods stores such as Indian stores, Punjab stores, Muslim, Chinese
stores, Korean, Japanese, and etc. As we know Muslim cannot take Pork as their meal, by offering non
Halal which means no pork is found on the meal. This would create a unique selling point than other
competitor who does not have this particular knowledge on respecting Muslim people.
A gig from Today FM Anton Savage who has demonstrated a thousand years old egg, which is one of the
Chinese platable dish. The egg is totally black in colour and it is fermented in jar for few weeks. It tastes
like jelly and has a strong aromatic flavor which some people might have their blood pressure up. They
had a joke that people will die after eating that smelly, mysteries black egg. The point is people who have
enough curiosity and brave to discover something new and like it will create opportunity on their finding.
Likewise, a new idea need to be informed and be broadcasted to ensure mass audience has awareness on
the particular fact. In business school, an acronym has been taught AIDA lady, which means Awareness,
Interested, Desire and Action. This is not a big plan but it is also a proven terminology that will work on
marketing plan. One of the example by utilizing broadcast media.
Health issue from packaging, premade food has become more convince for busy people. While some
people would prepare their lunch overnight but some people does not have health awareness who will
prefer oily cheap food such as chips on snack bar. In small town, it does not have great number of
customer who generates greater scale of revenue. Generally this would belong to family business. This
success story happens in Howth which near to Dublin, a chain store such as Bestoff family who spot the
opportunity on tourism local development and under support they founded Bestoff fish and chips, Bestoff
market and people who visit here would say Bestoff is on anyway here. While visiting and purchased
their food product fish and chip, staffs are well organized, they used ticket order system, and customer
could wait 15 to 20 min for their food. Packaging is stylish and well designed. It is indeed a luxury to
have a lunch beside the pier and with beautiful landscape.
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8.0 Category of market

Quote from industry expertise, ‘if you attempt your product to target all customers, you will target no
one’. By manufacturing a piece of hand tool, that inventor has to make sure his product is useful to
specific people or it has an aim to improve the way of doing it to make their life easier. These are such as
can opener, transformation of mechanical can opener to electrical driven, Dyson bladeless fan and
vacuum cleaner, hot steam cleaner without using of detergent etc. All of these are household product and
the number of sales is predominately relied upon number of houses. Some useful information from CSO
will give a forecast GDP aka gross domestic product while taking account of marketing cost whether it is
worth to enter into market. The procedure is just complex while taking a product displayed on shelf, it
must comply legislation, health and safety, patent and right and the other unforeseen issue such as fraud.
As mentioned earlier, niche market has different category than mass market. Food business is belonged to
mass market. Only an outstanding specific and unique recipe can only beat large scale food business such
as restaurant and fast foods. The chance will win is only understanding the community daily routine,
know the throughput, able to cope with the peak time and such. The food market is wide enough because
it is a need to people, a trendy and stylish food business will impress new emerge customer. Food market
is everywhere and any people can assess and purchase food easily. The effort need to be done is attracted
the people by pre- inform and pre- survey by set out some relevant questionnaire. The results have shown
that adolescence and young adults are more interested in new innovative meal and they are more
vulnerable and influence by new innovative ideas and products.
The concept of my idea is about providing a fast food menu, which is Chips and Sausages with
homemade Thai Sauce and Red Curry Sauce. Families who live with grandparents they know that older
people and people with illness they cannot afford heavy taste meal and greasy. While eliminate possibility
of whom will not be interested, the potential customers are obvious, and they are adolescences, young
adults and people who are run out of time for preparing lunch, the busy employees. On the other hand,
younger generation has more adaptable to new environment, full of curious and they cannot wait for
something new and special. By using proper channel of inform, such as broadcasting media with
honestly, in order to raise their awareness of new products.
A small catering business has relatively definable customers because we live in same neighborhood. It
serves up a community and therefore we know each other. We all have friends who will tell what will
happen around our place for example Mace will offer some new colourful ice pops and sweet treats for
summer weekends. A new Japanese cruise restaurant opens at Park street which offers Sushi and Bento
aka ricebox. Often eating outside with friends will give a more complete picture on what is happening on
surrounding and this is so called observation.
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9.0 Competitor Analysis

Food business has an enormous range of competitors because it provides the need of people life. Food
industry does not have patents or copyrights and almost every food business can be copied from one to
the other. It is also reason why this particular industry has vigorous competition, most migrants can
survive with cooking their own foods because they will feel more protection and shelter. In traditional
business objective they are more focused on profit maximization for owners, they would stretch their
resource by underpaying their employee, ignoring the local legislations and avoiding paying liquor
license, without having adequate health and safety workplace and having a fake bookkeeping records for
their exclusive accountants in order that the owner can bring down their selling price and vault past its
competitors. However, as we know, a small self employed business can gain profit before taxation.
Competitors are quite obvious and should everyone in town know where they are. For examples who live
in Dundalk who know where McDonald is, they almost know the exact location of Burger Kings, KFC,
Subway, Winsor Bar, Jade Garden, Belly Teahouse etc. They are visible and these are the place we hang
out with friends, chitty chat and sharing the moments. The neighborhood is so small and when a
restaurant has been inspected by health officers and closed down for renovation, a famous restaurant has
moved out from Dundalk because of expansion on its own business. People who are conscious on the
stories and talk of the town, they almost know everything what is happened around, and this is so called
monitoring of business environment.
By completing a competitor analysis will help the business creating competitor advantages. There are
many measurements to determine a success business such as sales turnover, number of employees, market
shares for large business and so on capital employed. Capital employed is an accounting ratio analysis
terminology to measure the long term finance of the business and its assets employed. Beside, competitor
analysis will improve the business performance through understanding position of major competitors. In
this context, we explore the competitors in three different ways, which are direct, indirect and future
competitors. Used together, the various categories give a more complete figure of the strength before
starting a business.
9.1 Direct Competitors

Direct Competitors can be identified as for those who does offer the similar food menu or service to the
business itself. Apparently these are restaurants and fast food catering such as McDonald, KFC which has
been addressed beforehand. Head to head competition is vigorous for the rivalry but instead it provides a
wider range of selection and choice. To stand the own business out of crowd, the favorable way are
providing unique service or food menu, having some creative strategies such as outstanding visual design,
on foods, sustainable green packaging, promotional tactics as building up slogan etc. Without any doubt,
these strategies need an adequate budget to justify whether return on sales is able to breakeven.
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In traditional small business, the owner from craft background may not have sufficient education support,
they are more emphasized on maximize their profit by cutting cost which is nature of business objective.
Approachable strategies to stay ahead from competitors is by using the advantages from social media
such as Instagram, Tweeter or establish a Facebook pages in order to catch the younger audience
attention. While recruit advisor and competent promoter may save some efforts to research and explore
the potential market, highly competitive industry will lead to saturation of market need and eventually a
small business will fail due to limitation of economic of scale.
9.2 Indirect Competitors

In food business, indirect competitors are those who are offering a similar service. The proposing idea of
establish a small food business and indirect competitors are Mace, Spar, Newsagents, Food Carts,
vending machine etc. The purpose of observation on these competitors is because they might have
influence on market share or in simpler term is take some pieces of a cake. These particular competitors
are also vital to take into account on analysis because they also attempt to solve customer problem and
providing their need. To understand more their need the person should act as a role play and put into their
shoes, take some survey on reception desk and be more sociable will help a new business stand firm
because able to mirror himself.
An experienced staff knows the productivity or throughput during a busy business time inside out. The
reason is they are required to anticipate the yield of a business and conduct forecast plan, they ignore
small or indirect competitors. The other way is they do not have time to know who the outside
competitors are therefore they have made stubborn decision such as invest their money on overpriced
marketing plan which give sounding alerts and awaking their potential competitors. In other word, a more
visit to local store, the more experience will get.
9.3 Future Competitors

Future competitors has minor affected on food industry because most employees are looking for financial
need in order to survive and pay bills. However in high tech industry, future competitor seems like hidden
threat because breakthrough technology become publicity will dominate the market. Over past decades,
people ate the exact similar foods such as bread and butters for breakfast, sandwiches or salad for take
away and steaks for dinner; the food layout do not change much and people will not run out of foods.
Technology and software development has tremendously evolved and manufacturing industry has to
make sure the machines in factory and warehouse are all up to date and contribute efficient function.
Front end employee will easily lose their job in future because technology offers substitution of
manpower. For example Tesco has installed self kiosk machines therefore these would need lesser people
required at counter. Future competitor does not need to be a man person, it can be machine who replace
the whole operational practical work.
31
32
10.0 Preliminary outline of start-up cost

An initial financial budget needs to be prepared by under list the several costs which are relevant to this
business venture. In the state of being unemployed and a fresh entrepreneur have few thousands grants sit
on their bank account. In other words, they lack of financial support. To attract most potential investors,
they can either lend their business or having cooperation with existing business aka joint venture to
achieve win win position. The preliminary cost must include the rent of premise, purchasing fitting and
fixtures, marketing cost, employee wages, license cost, cost of advisors such as solicitor, accountants and
other miscellaneous costs. From an experienced catering manager word of mouth, a safer budget should
available this particular business account should have approx. €50,000 and usually these money are inherit
from older people.
The following list has been illustrated below in order to provide a circa amount of money required, these
are references and may be changing over time. (Ignoring raw food supply)
Rent for Central Kitchen €650 per month
Mobile Van (Second Hand from Donedeal.ie) €25,000 per unit
Fixture and Fitting (Exclude design) €6,000 Once off
External Design and fabrication cost €5,500 Once off
Trading license cost (max) €1,200 per annum
Business Insurance €2,500 per annum
Van Insurance €1,500 per annum
Marketing budget (printing brochure, menu, fees etc.) €5,000 Once off
Employed 1 staff €1,800 per month
Solicitor fee €1,000 Once off
Accountant fee €1,000 per annum
Electricity cost €200 per month
Gas, Energy cost €1,500 per annum
Water charges €750 per annum
Waste disposal €1,200 per annum
33
Telephone bills €55 per month
11.0 Overall Viability of Business Idea

Many success business stories are novel however the result is enormous. The food industry has come to
market saturation if the same business model does not change to suit savvy customer. The marketing
expertise or journalist is good communicator who has a duty to provide the honest and trustworthy
information based on their research. Acceptance of foreign culture has become challenging since they
may have possibility not being welcome to enter local community. Negative social problems arise which
involve burglary, vandalism, trespassing and people who has language barrier seem no being control on
these risks. Instead of establish a secure business, a collaborative and organized approach will combat
these social problems and promote business growth.
Financial support has played important role on sustaining a business and it can stay safe with adequate
cash flow without profit. Massive homework such as anticipate and monitoring cash in and out but also
do need to prepare a sum of precaution funds while encountering the bad period. People in debt are the
people who do the real business. This would also give a young entrepreneur burden a lot of pressure
which ensure this will provide enthusiasm on business idea. A new venture failure because lack of
experiences and insight through the particular business. For example, I have obtained a provisional
driving license and going to purchase a second hand vehicle from my friend. A 14 years old Volkswagens
Golf with offering a price of €600, I did ask my classmates and they told me it does not worth the price
because without knowing the background of car and also a hidden cost for car insurance, NCT, road tax
and vehicle maintenances costs. Eventually I did not buy the car from my friends because it would end up
pay through the nose. Without taking a full picture of situation, it would be car crash at last.
Details of the business idea such as operational plan are not well developed. Industry training provides the
skill set required to ensure the higher quality of delivering. Competitive advantage is more than providing
a top quality, caring service, breakthrough innovation but they are more focused on social responsibility
and moral issue while taking business decision. Brand name of the business should be simple and easy to
connect to relevant business, therefore maintaining a good reputation by focusing on creating benefits to
customers and all stakeholders. To obtain those operation experiences the best is to work into relevant
industry
The future perspective of this particular food business is able to bring the different people together and
enjoy the foreign food without taking prolonged flight to other countries. By taking this idea it would
promote the local tourism and support community business, bring a new wealth into this country and not
being isolated as ‘an island’.
34
12.0 Appendices
The appendices chapter has aims of reveals more details for who are interested in further reading. In a
simpler approach it shows a more details such as bolts and nuts on operating a food business in Ireland. In
most under developed country to set up a small food business i.e. food kiosk, food carts are much easier
because they can almost neglect the regulatory issues and hot climate which allows people to have cash
business at outdoors. The business format is entire different from country to country therefore an
advisory is important while prepare these paperwork.
Appendix I
From the website of FASI aka Food Safety Authority of Ireland, they provide a framework of starting a
food business, a screen shot is taken and attached below,
Figure 4 Snapshot of FSAI webpage
The reason of not taking all section and attach to this feasibility report is because the contents are far
away from business contexts. As the Wendy Kennedy (2006) has postulated that any report should be
aware to the readers in order that they can understand. Pervious educational background such as taking a
subject of Home Economic has become a foundation to catering world.
35
36
Appendix II – Highlights of Business Plan
Business name: Jeff’s Kitchen
Business location: Market Square, Dundalk; Main Road, Blackrock;

Town Centre Carlingford
Business form: Sole trader
Business activity: Providing healthier option of Chinese fast foods,

e.g. 3 in 1, such as Chips, egg fried rice with curry and with any soft drink especially lunch time from
12pm to 4pm.
Unique Selling Position: Mobility of the food truck itself plus substitution such as, Potatoes Chips
to Sweet Potatoes, Rice replaces with Brown Rice, Curry powder replaces to Curry Paste.
Aims: The aim of the business is to provide an adequate income for myself during the state of
being unemployed.
Objectives: The sales of 100 meals for each day, and the gross profit margin of 30%
Market size and growth: As the usual weekdays on downtown, there will be approximately 100
pedestrians will bypass the street for each hour. However, numbers of secondary school students
are limited and roughly 200 people on time.
During the weekend, truck will be driven to any stadium with specials event i.e. football game, horse
racing, carnival, Octoberfest etc. And it is an opportunity to introduce the business itself. There
will be thousands of people on the stadium.
Competitors: Direct competitor shall be offering similar service e.g. SingLee food truck,
McDonalds, KFC, Subways, Burger Kings, Café, teahouse etc. Indirect competitors will be convince
store e.g. Mace, Spar, newsagent, petrol station etc.
Own business: Strength – direct interaction with customers and able to identify their need.
Weaknesses–Due to one-man operation, the workload will imbalance, small customer based and
limitation on cash flow.
Competitive advantages: The enthusiasm of personality behind research on preparation of meals,

remains a mutual relationship with the existing suppliers, focused on quality orientation.
37
Proposed customers: They are anticipated as secondary school students during the lunch time at
Clanbrassil street, Dundalk during weekdays. There are a small percentage of employees from
office and industrial estate and could get some loyal customers.
Advertising and promotions strategy: Occasional discount on food, get advertisement on local
newspaper, have a slogan and advert in radio station, having catching eye design and well displayed
on packaging and truck exterior and interior design. Design and print out flyers and broachers and
envelop into local newspaper or related magazine to get promote.
Pricing strategy: As offering special products or meals, the price is slightly higher among the
other. Usually the price will depend on economy of scale, as there is a commitment to keep the
foods fresh, tactics will be distributed the raw materials to the nearby restaurants who is urgently
need because a huge amount of stock will be preordered in order to get the lowest price.
Premises: As the business is focus on outgoing, the location or shop might not need beside any main
street, i.e. the shop beside the main road has more expensive rent. A premise is mainly a place to
prepare foods and storing raw materials, and the premise must have a carpark place.
Equipments: Cheap equipment and utilities can be obtained from liquidation sales, second hand
markets, or a large kitchen warehouse. However, for a long time use, a new set of equipment are
more suitable because they have longer using life.
Key peoples (desirable but not necessary): drivers, food suppliers, experienced kitchen staffs and
public relation personal.
Method of preparation: The sweet potatoes are peeled and cut into wages about 2 inches size and
baked into oven with approximately 20 minutes. Each preparation can up to 10 serving. Curry sauces
can be prepared by boiling water on pot, add 2 spoons of curry paste and stir until the sauce
become smooth and taste. To prepare a portion of egg fried rice, there is a rule of thumb, 2 cup of
rice with 1 cup of water and put it into a rice cooker. After 20 min the rice is cooked and left it
cool, fried with a heap of oil and eggs. Eventually put some salt and pepper to season.
38
13.0 Bibliography
Angela Hamouda (2015), Notes for Feasibility Studies, DKIT
Anonymous (2011), Food Truck 101: How to Start a Mobile Food Business, Entrepreneurs
https://www.entrepreneur.com/article/220060
Anonymous (2013), Guide to Food Markets in Ireland, Bord Bia
http://www.bordbiavantage.ie/wp-content/uploads/sites/5/2015/01/BB-FoodMarket-Guide-
2014.compressed.pdf
Anonymous (2014), Industry Analysis and Competition, Porter’s 5 forces
https://www.marsdd.com/mars-library/industry-analysis-and-competition-using-porters-five-forces/
Anonymous (2015), Companies, Their duties and powers, A quick guide, Office of the Director of
Cooperate Enforcement
http://www.odce.ie/Portals/0/Quick%20Guides%202014%20Act/COMPANIES%20Lo%20Res.pdf
Anonymous (2015), Notes for Marketing Strategy, DKIT Business School
Barry Brindley et al (2008), A level Study guide Business Studies, Pearson Longman
Catherine McCloskey (2016), Notes for Scenario Planning and PEST analysis, DKIT
Ciara Sutton et al (2012), Crafting and Executing Strategy, McGraw Hill education
Constance Cassidy (1996), The Licensing Handbook, Round Hall Sweet and Maxwell
Cooney and Murray (2008), Entrepreneurship Education in the Third Level Sector in Ireland, Institute
of Minority Entrepreneurship Reports
http://arrow.dit.ie/cgi/viewcontent.cgi?article=1001&context=imerep
Cormac Kearney (2013), A Study on Social Media, Its role in Changing Consumer Behaviour and Its
impact on Marketing Strategies on the Sportswear Industry in Ireland, DKIT student thesis for MBS
David Brindley (2015), How one Korean Taco Food Truck Launched, National Geographic Magazine
May 2015
http://ngm.nationalgeographic.com/2015/07/food-trucks/brindley-text
David Weber (2012), The Food Truck handbook, John Wiley
39
Jurgen Wolff (2009), Marketing for Entrepreneurs, Pearson Education
Kathryn Cormican et al (2010), The Accelerating Campus Entrepreneurship (ACE) Initiative, Industry
and Higher Education
Lorna Freeborn (2010), Design for Living 3rd Edition, Gill and Macmillan
Michael E. Porter (1980), Competitive Strategy, The Free Press
Nelson Thornes (2001), Food Preparation and Cooking: Core Units 2nd Edition, City and Guide
Paul Emerson (2002), Business English Framework, Cambridge University Press
Roche Mareid et al (2013), New Studies in Business, CJ Fallon
Roy Hayter (1997), Food and Drink Service, Mac Millan
Rus Slater (2010), Dragons’ Den: Start your own Business, Thameside Media
Sandra Cain (2009), Key Concept in Public Relation, Palgrave Mac Millan
Scott McCabe (2009), Marketing Communication in Tourism and Hospitality, Butterworth Heinemann
Steve Mariotti et al (2012), Entrepreneurship and Small Business Management, Pearson Education
Wendy Kennedy (2006), So What, Who cares, Why you, The Inventor’s Commercialization Toolkit
www.wendykennedy.com
W. Chan Kim, Renee M (2005), Blue Ocean Strategy, Harvard Business School Press
40

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Enterprise & Operations

Jeff Chau Wen Tah

Dundalk Institute of Technology

Lists of Tables and Figures

Figure 2 Employment statuses among those participants

Figure 3 Rough waiting time on hot food

Figure 4 Snapshot of FSAI webpage

CSO Central Statistical Office

Deli i.e. Delicatessen, shops which sell prepared food

EEA European Economic Areas

FMCGs Fast Movement Consumer Goods

GDP Gross Domestic Product

KSG Campus restaurant franchiser

MPs Member of Parliament in United Kingdom

NCT National Car Test

OECD The Organisation for Economic Cooperation and Development

PAYE Pay As You Earn

POS Point Of Sales

RTE Irish National Broadcaster

SMEs Small and Medium Enterprises

TDs Teachta Dala, aka Irish Member of Parliament

USC Universal Social Charges

WOM Word of Mouth

2.0 Concept Statement

3.0 Industry Analysis

3.1 Threat of new entrants

3.2 Barriers to entry

3.3 Rivalry among Existing Firms

3.5 Driving forces of change and impact

3.6 Industry Attractiveness

4.0 Value from Customers perspective

5.0 Market Analysis

5.1 Objective of Market Research

5.2 Research Methodology

5.3 Identify customers by demographic

5.4 Outline of questionnaires

Q1 I identify my gender as… male, female

Q4 Have you been to a takeaway recently?.... yes, no

Q7 Does improvement require in existing service? … yes, no

5.5 Analysis on receivers information

5.6 Ages group of participants

The ages of participants

Figure 1 The age of participants who carried out survey

5.7 Employment status of respondents

Employed with wages

Figure 2 Employment statuses among those participants

5.8 Waiting time on hot food

Figure 3 Rough waiting time on hot food

Waiting time on hot food

more than 20 mins

0% 10% 20% 30% 40% 50% 60%

5.9 Satisfactory level in existing service

6.0 Outline of Problems

7.0 Spell out opportunity

8.0 Category of market

9.0 Competitor Analysis

9.1 Direct Competitors

9.2 Indirect Competitors

9.3 Future Competitors

10.0 Preliminary outline of start-up cost

Rent for Central Kitchen €650 per month

Mobile Van (Second Hand from Donedeal.ie) €25,000 per unit

Fixture and Fitting (Exclude design) €6,000 Once off

External Design and fabrication cost €5,500 Once off