Situation Analysis of Chinatown Caf Adelaide in Adelaide - Example

Name: Institution: Instructor: Subject: Date: SITUATION ANALYSIS CHINATOWN CAFÉ 38 Moonta St Adelaide, SA 5000 Phone: 08 8231 2230 Contents Table of figures 4 Figure 9: Work pattern 5 Figure 10: Strength analysis table 5 Figure 11 Opportunity analysis table 5 Figure 12: Weakness analysis table 5 Executive Summary 5 Business description 6 Market for the Business 7 Competitive advantage 7 Products and services 8 Target market 9 Trends that have an impact on the business 10 Employer – employee 11 Owner /manager experience and skills 11 Details of other staff members 11 Figure 8: Details of other staff members 12 Work pattern 12 Figure 9: Work pattern 12 Technology 13 Government Regulations 13 Conclusion 13 SWOT Analysis and Strategies 13 Figure 10: Strength analysis table 14 Figure 11: Opportunity analysis table 15 Figure 12: Weakness analysis table 16 Figure 13: Threats analysis table 16 References 17 Appendices 19 Table of figures Figure 1: Graphical review of the services offered at the Chinatown Café Adelaide Figure 2: Weather in Adelaide Figure 3: Meals available at the Chinatown Café Figure 4: Business in session at Chinatown Café Adelaide Figure 5: Previous cash flow by quarter for Chinatown Café Adelaide Figure 6: Organizational structure Figure 7: Owner /manager experience and skills Figure 8: Details of other staff members Figure 9: Work pattern Figure 10: Strength analysis table Figure 11 Opportunity analysis table Figure 12: Weakness analysis table Figure 13: Threats analysis table Executive Summary This situation analysis of Chinatown Café Adelaide in Adelaide, Australia offers a review of the current features and status of the business where the main function is to provide café and restaurant services. This report gives an overview of the business, its operations, market trends, management as well as government laws and regulations. It also considers the technology involved in the business. Extensive research through both primary and secondary sources of information has been carried out. The conclusion offers a summary of the Strengths, Weaknesses, Opportunities and Threats, and strategies future goals and plans for the continued success of the business. Business description Chinatown Café Adelaide is a business whose operation started in 1996 in Adelaide. It is situated in China town along Moonta Street, Adelaide, 5000. This business is functions as a partnership kind of an organisation. In this case, it involves various partners who have come together to manage and run its daily affairs. The Chinatown Café Adelaide has employed staffs who are up to 25 in number. Among these one, 10 staffs are working on a full time basis, another ten are working on a part time basis and the remaining five staffs work as casuals. Ten of these staffs are males while the rest who are fifteen in number are females. This business is not big yet it is also not so small and it is thus a medium sized business. The business opens and operates on a daily basis where it remains opened for six days in a week and remains closed only on Sunday. This café, which is operational in Adelaide, Australia, is found within large markets in Central Adelaide. This market happens to be between Gouger and Grote street (Llewellyn, 154). The erection of the two Paifang was done by the city council and is under the guarding of Chinese guardian lions. These Chinese guardian lions are met at entrances on either ends of the restaurant. The involvements f this business mainly consists of Chinese foodstuffs, grocery stores as well as others markets. The operating hours are between 11 am and 5 pm from Monday to Thursday and between 11 am to 4 pm on Fridays and Thursdays respectively. The purpose and nature of this business is primarily to offer meals and other restaurant services to its customers from both local areas as well as foreign areas. Ever since its establishment, the business has now been in operation for close to 18 years.(Bain, 197). Figure 1: Graphical review of the services offered at the Chinatown Café Adelaide Market for the Business Competitive advantage The competitors for tis business in Adelaide and its environs include The Playford Restaurant, Langtang Nepalese Restaurant, Georges on Waymouth and Mapo Korean Restaurant among several others. One of the reasons that make this café to be in effective competition with other cafes in Adelaide and other parts of Australia is its convenience with regard to swift service response and its accommodation of modern life. The products and service offered by this café to its customer also contributes a lot to its competitive edge. This is because they are unique in design and taste and can only be found in this particular café (Smith, 321) With the increased pace of life in Adelaide, there is a corresponding pressure of business that is also building up to try to meet the available demand. All this is brought about by the people’s fun for eating and having drinks. This is also one competitive feature that makes this café to stand out amongst its competitors and compete effectively by creating a more pleasant and hospitable environment. This is competitive edge because it allows for the attraction of a wide range of customers. There is also popularity that is associated with this café, which is a random combination. Here, within the café a leisure environment allows its customers and visitors to enjoy leisure and relaxation in an adequate and satisfactory manner (Llewellyn, 166). In addition, there is also an ample space that can be utilised by the customer for rest lasting for an extended time. Another advantage compared to other cities is that the weather in Adelaide is favourable for visitors. Figure 2: Weather in Adelaide Products and services The services for products and services are also affordable in comparison to those of its competitors. There is a wide range of foodstuff prepared and served by the Chinese professionals. Some of the food styles that are readily available in this café are meat as well as seafood but there are also food like salad, ham, steak and a wide range of beverages. There is also local food being sold in Chinatown Café Adelaide. These include the ones such as fried snacks, noodles, oven fried dishes and unique features of tea food. Among the Chinese collection of food available in this particular café, there is the so-called ‘couples’ style of tea which is basically a mixture of coffee and milk tea(Smith, 228). Chinatown Café Adelaide as an international business has witnessed several changes ever since its establishment. The café is full of Chinese atmosphere but it also features some aspects of the local culture. This allows the consumers and customers to understand and appreciate other a diversity of cultures. Figure 3: Meals available at the Chinatown Café Figure 4: Business in session at Chinatown Café Adelaide Target market The target market for the Chinatown Café Adelaide is largely influenced by several factors and aspects, which include the size of the market in which it operates as well as the trends whose impacts, are either directly or indirectly felt by this business. There are also the issues of the nature of market segments targeted by the business and customer characteristics. The other factor is that of the market aspects that are not within the services of this particular business. The market size for Chinatown Café Adelaide is large enough to include the entire Australia as well as Chinese internationals in Australia (Mylne et al, 271) Trends that have an impact on the business Several trends have had various impacts on the Chinatown Café Adelaide business. This include the industry tends whereby this industry has had a dramatic growth in terms of size and coverage over the last ten years. This growth is attributable to the increasing demand as well as the growth in cultural diversity. The other factor that has largely contributed to the realisation of this trend includes the emergence of the cultural and international cafes, which is a strong and vibrant trend in not just Adelaide but also across Australia(Anderson et al, 423) . The introduction and development of this trend in the cafes and restaurant industries in Adelaide has largely been initiated by the strategy of growth of the economy in the past five years. The impact of this trend on café business in Adelaide is expected to bring about an increase in revenue collection, which should be able to grow, by an annual percentage increment of 2.5% between the year 2014 and 2015. However, there has been some levels of pressures that have been experienced on the margins and this has led to a slight pushing down of the profitability in the last five years. Other trends that have affected this business include the barriers that are associated with the entry in to the café’s industry (Atkinson, 164)  Figure 5: Previous cash flow by quarter for Chinatown Café Adelaide (Bain, 178) Employer – employee The management of the Chinatown Café Adelaide business with regard employer and employee relationship adopts an organization structure as demonstrated below (Bain, 178) Figure 6: Organizational structure Owner /manager experience and skills Position Knowledge, Skills, Qualifications and Experience Owner/Manager; Chef Chinese trained chef, on both local and international. Has café and local restaurant experience Owner/Manager; Business Manager; responsible for the daily operations of the Café Holder of Business Management degree (Hospitality) and has worked for several national franchise sectors, with most of them involving improving the underperforming cafes and restaurants Figure 7: Owner /manager experience and skills Details of other staff members Name Position Experience/ Knowledge Staff 1 Chef Worked with previous cafe Staff 2 Waiter Worked with previous cafe Staff 3 Waiter Worked with previous cafe Staff 4 Waitress Worked with previous cafe Staff 5 Waitress Worked with previous cafe Staff 6 Waitress Worked with previous cafe Figure 8: Details of other staff members Work pattern Figure 9: Work pattern The legal issues related to employment in this business include the necessary academic qualification, the desirable work experience as well the required health status. Technology This business has largely employed the use of technology in conducting its daily business operations. The technological introduction and advancement has seen a smooth flow of business for Chinatown Café Adelaide. Technological aspects that have been employed in this business and industry include the use of an attractive and easily accessible website where information regarding the business is present. Customers and clients are able to view and make their choices regarding their preferences through the interned from any part of the world. The issue of payments and financial transactions is another area that has been made effective by the introduction of technology into this business. This is because the customers are able to make the booking for services and order for services through making online payments and transactions through the things like master cards. Management and evaluation for this business has also been made efficient through technological advancements in this industry (Atkinson, 218) Government Regulations This particular business and the industry in which it operates is one that governed and regulated the federal and local government regulations. This is with regard to the ownership of the café business, the business registration requirements, health regulations, taxation as well as the consumer protection laws. The operation of the Chinatown Café Adelaide business is because of a full compliance and all the necessary regulations and requirements. This is because for a company to commence its operations the government and regulating bodies ensures that all the necessary requirements are fully met before and during the operation of the business (Anderson et al, 231) Conclusion SWOT Analysis and Strategies STRENGTH STRATEGY Marketing and sales The business currently holds a large share in the market in comparison to its competitors To ensure a market share growth through the improvement of promotions and marketing both within and outside Adelaide Location The Chinatown Café Adelaide is centrally located and therefore easily accessible To offer quality products and services towards the generation of customer endorsements Skills There is adequate skills, knowledge and experience that is possessed manages and other members of staff that is appropriate or the running of café business Offer further trainings to staff to ensure deliverance of quality products and services Financial There is ease of accessibility to financial resources by the ownership of the business as well as an excellent flow of cash from the business operations Training the financial managers with regard to marketing and development of new items Figure 10: Strength analysis table OPPORTUNITY STRATEGY Economy The café business is in a better position to take advantage of the available high disposable income, low rate of interest as well as a strong economy Expansion in promotion and marketing and maintenance of the prices within the existing market levels Social Patterns There is a significant growth in populations, which is coupled with raised standards of living. This translates to more demand for products and services in this industry An increase in the advertisement and investigation of possibilities of increasing the business coverage Physical Factors There is an improvement and development with regard to the infrastructure and public transport in Adelaide Increase the extent of advertisements is this areas to ensure the attraction of new clients Figure 11: Opportunity analysis table WEAKNESS STRATEGY Environmental High utility costs such as electrical power and water Consider alternatives in the development of capacity to implement water saving practices and policies as well as the use of gas Location capped capacity because of inadequate floor space Consider the option of making negotiations towards the acquisition additional spaces from adjacent shops Figure 12: Weakness analysis table THREATS STRATEGY Competition The business faces competition from other upcoming business in the same industry To ensure that the quality of products and services offered to clients remains the best Figure 13: Threats analysis table References Anderson, Kym, Bernard O'Neil, and Kym Anderson. The Building of Economics at Adelaide, 1901-2001. Adelaide: Barr Smith Press, 2002. Atkinson, Lee. Adelaide & South Australia (including the Barossa Valley). Hoboken, NJ: John Wiley & Sons, 2011. Bain, Andrew. Cycling Australia. Footscray, Vic: Lonely Planet, 2009. Print. Brostrom, Geralyn, and Jack Brostrom. The Business of Wine: An Encyclopedia. Westport, CT: Greenwood Press, 2009. Internet resource. Halliday, James. Wine Atlas of Australia. Berkeley: University of California Press, 2007. Print. In and Around Adelaide: A Souvenir Guide. Kent Town, S. Aust: Wakefield Press [for the] South Australian Tourist Commission, 2005. Print. James, Sarah. Hospitality: Australia. Ultimo, N.S.W: Career FAQs, 2005. Print. Llewellyn, Marc, and Lee Mylne. Australia for Dummies. Hoboken, NJ: Wiley Pub, 2008. Internet resource. Llewellyn, Marc. Frommer's Australia from $60 a Day. New York: Wiley, 2006. Malaysian Business. Kuala Lumpur: New Straits Times Press (Malaysia, 1900. Mylne, Lee, Marc Llewellyn, and Ron Crittall. Frommer's Australia 2011. Hoboken: John Wiley & Sons, 2010. Internet resource. Rawlings-Way, Charles. Central Australia. Footscray, Vic: Lonely Planet, 2009. Shurtleff, William, and Akiko Aoyagi. History of Soybeans and Soyfoods in Australia, New Zealand, and Oceania (1770-2010): Extensively Annotated Bibliography and Sourcebook. Lafayette, CA: Soyinfo Center, 2010. Internet resource. Smith, Holly. Adelaide & South Australia. Edison, NJ: Hunter Publishing, Inc, 2009. Šutalo, Ilija. Croatians in Australia: Pioneers, Settlers, and Their Descendants. Kent Town, S. Aust: Wakefield Press, 2004. Print. Appendices Appendix 1: Interview Questions Me: Mr Siow and Mrs Wong, was opening the business here in Adelaide very hard for both you? Mr Siow: Yes it was at the start when we were both new to the Australian community and didn’t think there will be much Chinese people here but it turned there was a lot. And it was also hard for both us work and meet new people in a new environment. Me: What was the toughest time when you and your wife started to open the business? Mr Siow: I think the toughest time was that we didn’t have enough money to open a café. That was when we both working 24/7 to save up and start our own business and career. Me: What made you tow wanted to start your own business and your own career? Both: we didn’t want to work 24/7 for the rest of our lifes, so we decided to save up and start our own unique business and want to spread the Asian cuisine into world-wide. Me: Mr Siow, after opening the business almost about 18 years now, has you ever thought about selling your business after you’ve made your first investment from throughout the years? Mr Siow: no actually, I have never thought about this question actually. I just love what I do, hopefully I can spread the Chinese culture world-wide. Staff Interview Me: How is working here compared working in other cafes, restaurant, or in the fast food industry? Staff: Working in the café is such a good environment to work in, because everyone is very friendly and willing to teach you knew things every day. Me: Mr Siow, have you ever thought about the local competition around the local area because when I first walked around Chinatown, I’ve realised that there are a lot of competition. Were you ever scared of these competitions? Mr Siow: That is a very good question; I did have that thought at the start when my wife and myself were planning to start our own business. But everyone just wants to do their own thing and use their own method, but if there is a lot of competition around the local area then I am just assuming that is more spaces of improvement for my business and to expand into a franchise for the future. Me: Mr Siow, what are some of the major competition in the local area? Mr Siow: In Chinatown, the 5 main competitions are Ying Chow, T-Chow, Dim Well, East Taste and Wasai. Me: How do you feel about these major competitors in the area? Mr Siow: to be honest I was a little bit scared when I knew these were the 5 main best chinese restaurants in town because their restaurant is much bigger and have more varieties than mine. But you can only improve if you have competition, isn’t that right. Read More