Gennaros Traditional Italian Delicacies Restaurant Business Strategies - Case Study Example

GENNARO’S BUSINESS PROPOSAL [Ahmad Mukhtar] [11 Lincoln street , Sandy Bay] [Hobart], [7005] [email : amukhtar@utas.edu.au phone no : 0403043476] [ID : 114778] Date: 1. Identification of Needs and Opportunity Background information of Gennaro’s traditional Italian delicacies restaurant Organization Gennaro Rosato established Gennaro’s traditional Italian delicacies organization. The business is specialized in production of Italian style food delicacies in the Italian Traditional systems using the local Tasmanian ingredients. The organization deals with several restaurant under its management that were established by Gennaro Rosato most of them being in Italy, San Luis Obispo’s while some are found in the North America, Los Angeles. The organization has its restaurants established under favorable environmental conditions where they are able to attract many customers as well as produce the Italian delicacies in large numbers and maintain their sells. The business uses the name Gennaro’s which is the owners name and it is also one of the labels dealt with under the Tasmadia umbrella (Ambrosini, & Bowman, 2003). The ultimate aim of the organization is to commercialize Gennaro’s and use it as a template or model for all the labels they produce. Gennaro’s labels mainly deals with squashing of fruits absolutely sourced from Tasmania. The products under Gennaro’s therefore include fresh fig, rhubarb, apricot among others. The prices of these foods depends on the location of the restaurant for example, the Gennaro’s Grill and Garden is located in San Luis Obispo and has its food stuffs prices ranging between $10-30. Most of them have ample spaces for parking of cars, outdoor seating, reservation areas among other activities (Nelli, 1980). The general manager of all the restaurants is Gennaro Rosato who is the owner. The payment options for these restaurants are cash payment as well as all the major credit cards. Most of the Gennaro restaurants also offer delivery and catering services. Gennaro’s Italian Delicacies Restaurants requirements General Requirements Expansion (opening of new branches in different countries) Delivery services improvement Quantity of the fresh food products Quality of the meals in the restaurants Cleanliness Expanding some of the restaurants that are small like the Frankie’s Italian Kitchen Technical requirements Introduction of the online Authentic Italian foods Opening the restaurants fun page site (where people can comment on services and food quality) Modifying the systems for example by introducing offers on foods and drinks Development of a written policy for the restaurants (Robson, 1997) Improving the standards of the restaurants to meet the AA requirements Quality requirements Serving service improvement Improvement of the quality of the food (size, shape, color, gloss, texture, flavor and consistency) Management efficiency and quality improvement (attain service effectiveness and excellence) Improving the luxurious nature of the restaurants Improving the structure and the infrastructure of the restaurants Timeline/deadline of the requirements (table 1) Proposal submittal Supplier selection Project start Initial review project completion 16/05/2011 18/05/2011 23/05/2011 17/05/2011 30/ 04/2012 Cost requirements (table 2) Monthly Budget Total Budget Budget overrun penalty $1200 $14400 (12 months) $200 Assumptions It is no doubt that the Gennaro’s Italian delicacies restaurants have been doing wonderfully for the past few months. Despite this fact, there is the need for the organization to expand by opening new branches all over the world in all continents. This is because the restaurants are only found in Europe especially Italy and in North America but they need to extend to Asia, Africa and other parts (Ambrosini & Bowman, 2003). Some of the customers of the restaurants in Italy were complaining about the delivery service of the food products where they are not well transported and they end up breaking or spoiling meaning that the foods delivered are most of the time not fresh as they are supposed to be. The quantity of these foods should also be taken into consideration because according to the research done, the customers sometimes complains of the size of the food they are served. The restaurant also needs to improve their luxurious nature where people will most probably prefer taking their meals there than any other places. This should be followed by the expansion of these restaurants that are quite small like the Frankie’s Italian Kitchen which is quite small and is not able to accommodate properly all the customers especially during lunch hours and dinner times. Under the timeline for meeting the requirements, it is recommended that the whole project takes not more than one year because most of the requirements are actually the improvement of services, which cannot take long period of time (Henderson & Venkatraman, 1999). The only thing that may take quite a long time is the expansion of the Gennaro’s restaurants to various parts of the world but under this project, it can start with one in Sydney, Australia which had already been proposed while the rest shall follow thereafter. The submission of the proposal may be done immediately the proposal in complete and then reviewed the day after it is submitted. The project may then start one week after the management has gone through the proposal and agreed on its requirements. Note that the budgets in the table above are just approximations but they can be more or less than the stated amounts. The opportunity The Gennaro’s Italian delicacies restaurants organization has the opportunity to be competitive enough throughout the world and become the most valuable and recommendable restaurants in the world (Watson et al, 2006). If the strategies below are successfully accomplished, the organization can enjoy massive profits and huge return on investment. After going through different situations and taking into consideration the strengths and expertise of both companies, we find out three main additional potential opportunities: Expansion opportunity Quality improvement opportunity and Opportunity to improve management efficient and excellence   Industry trends such as competitive nature of the business and production of food products in large numbers have shaped our proposed strategy and this will be instrumental in shaping the Gennaro’s Italian delicacies organization reach a new market, meet its client’s needs and stave off the threat of losing the business to other competitors in the market field. This may also minimize the risks of getting losses in the business and increase the chances of making good profits (Robson, 1997). 2. Proposed business strategy Objectives After a keen analysis of the present market situation, we believe the following objectives can be implemented and achieved: The expansion of the business organization Increasing quality of the services and food production Increasing the competitive nature of the organization in the market field Strategy In order to attain the above objectives, the organizational management must lay down some important strategies that must be met in order to achieve all its goals. To begin with the management under the chief executive officer of the organization (Gennaro Rosato) should sit down and set specific period the implementation process may take and set the deadline for achieving the above objectives. This means that each person in the organization will have to work extra hard to make sure the goals are achieved. This starts by improving the services offered at the restaurants which in turn may lead to good profit making thus improving the competitive nature of the organization. Once good profits have been made, then the expansion process may began by establishing one major Gennaro’s restaurant in Sidney, Australia and many others thereafter (Henderson & Venkatraman, 1999). The current situation of the organization is not good since it does not offer enough competition in the market and thus does not make good profits. This means that the organization is not running efficiently or its strategies are not sufficient to enable it to be competitive. To improve its competitive nature, Gennaro’s main aim should be to satisfy the clients or customers. These involve luxurious accommodation, quality food stuffs, quality services by the service staff. To enhance the service delivery, the service staff should be organized in the following categories; the dining room manager/ maitre, captain/chef de rang, food servers (commis), buspersons and cashier. They should be well qualified personnel who can do the work efficiently and attract more customers by sweet-talking them while serving them. 3. The importance of adopting this proposal Benefit: Gennaro’s organization will highly benefit from this proposal in that its competitive nature will increase and thus increasing its profit making. By doing that, the organization will be on top of its game but this greatly depends on the quality of services and food stuffs they offer. Competitive advantage: The other competitors can drag behind because Gennaro’s restaurant deals with Italian delicacies only that are unique from the Tasmanian ingredients thus making the food stuffs to be fresh and delicious (Ambrosini, & Bowman, 2003). Therefore, improvement of the food stuffs and the services can make Gennaro’s to be far ahead of the other competitors. Company recognition: the identification of Gennaro’s Italian delicacies organization is based on the Italian delicious foods which is its brand. The organization is recognized internationally based on the Italian delicacies prepared using the Tasmanian ingredients. The image of the finest Italian cuisine is as shown representing the best of Italian fresh meals found in Gennaro’s restaurants. The organization is well recognized by industries in Italy for its fresh food staffs especially with the Tasmadia company which provides the organization with the best ingredients. Through the implication and implementation of the proposed project, the Gennaro’s organization will be able to gain trust by all its customers for provision of quality fresh food with fantastic delivery services. Expert and stability: the implementation of the proposed project will enhance highly knowledgeable workforce with great experience of dealing with the customers. The service stuff will need to highly skilled personnel who should be selected in accordance to their experience and work skills (Nelli, 1980). They should as well have the technological skills for example, they should be versatile with the computer use to enhance payments done by credit cards, to issue the customers with computer printed bills, to facilitate the operation of the organizational site where the customers are free to express their views. This requires high-level standard personnel who are able to stabilize the organization and enhance its competitiveness. Customer service: the customer services under the proposed project calls for the customers to be categorized under first-class services where they are able to acquire the best and quality services from the service staff (Watson et al, 2006). The operation of the new Gennaro’s organization under the proposed project will be able to have 24/7 support activities where the customers are free to have their meals at Gennaro’s restaurants any time they wish, during the day or at night. The service staff therefore, needs to be arranged into two shifts; the night-shift workers and day-shift workers. 4. Implementation plan Methodology  The best method of work in this project is the plan testing and evaluation method where each step made is tested to note its proceedings and determine its nature. The advantage of using this method is that the rectification of any error made during the implementation process can be easily done (Whyte & Foote, 1993). This can be enhanced by the testing of the products and beta phases, implementing the recovery and emergency plans to rectify any errors made as well as to be very keen with the time aspect since most of the actions need to be complete in the course of one year. Scheduling/statement of Work In order to initiate this proposal plan, we first need to note all the required changes. It will then be possible to proceed with implementing the changes to the organization, which will allow us to accomplish it in time (Henderson & Venkatraman, 1999). We expect to complete this project in twelve months/ one year’s time. A proposed schedule is summarized in the table below. Short description Number of days Date Staff training 30 days June 1-june 30 (2011) Renovation of the restaurants Six months June 1 to November 30 Expansion (branches) One year or more May 2011 to may 2012 Modification of the system (using computers) Four months May 2011 to August 2011 Introduction of new policies One month June 2011 to July 2011 Purchasing of new vehicles for the delivery services One year May 2011 to May 2012 Testing and Evaluation The testing phases should start when the structuring of the project proposal is complete which is probably from 16th of May 2011 and should ensure the successful implementation or functioning of the following elements. Introduction of new policies to govern the organization, training of the current staff to fit in the new system without replacing them modifying the system to implement the use of a computerized system. The evaluation of the plan will be done on a weekly basis to ensure that all corners of the plan are running smoothly (Chaffey, 2003). This is because most of the actions will be running concurrently and thus to avoid messing up, the plan should be monitored on a weekly basis by the new management and the project proposers. Weekly examinations will be used to evaluate the proceedings of the service staff training. The assessment technique will be used to evaluate the new policies that will be on the process of creation. Therefore, the following reports will be produced on a weekly basis after the evaluation process. Policy amendment report Staff training proceedings report Renovation report New constructional report 5. Project management plan Project management approach This is where we are now considering the technical part of the project where technology is employed. This deals with the installation of the technological equipments in the system which forms part of the Project management life cycle (Chaffey, 2003). This cycle is done through the following phases; Lock up an agreement with the vendors Order or install the equipments (teller machines, computer systems) Install and test the software installed (this should be done by the technological experts: engineers) Carry out a software/hardware testing (to ensure the hardware, software and liveware: personnel are able to work consistently) Conduct training of the rest of the staff to familiarize them with the new systems Implementation of ARS/ AFR The role requirements/ staffing plan The following table shows a detailed breakdown of the roles required to execute the project. This includes the project role, project responsibility of the role stated, skills required, the number of staff required to accomplish the role, the estimated start date of the project and lastly the expected duration of the staff mentioned will be required to work on the project (Ambrosini & Bowman, 2003). According to the table, the project may work out efficiently is the total number of staff is approximately thirty two people. Role Project responsibility Skill required number of staff required Estimated start date Duration required Project manager Lead the rest of the team Project management 1 23/05/2011 12 months Core team Project running Project running skills 15 23/05/2011 12 months Content developer Substance development Development skills 5 23/05/2011 3 weeks Web designer Designing the organizational web site Prof. in web designing 1 23/05/2011 2 weeks Supervisors Monitoring of project Project supervision skills 10 23/05/2011 12 months 6. Conclusion Ahmad Mukhtar can be confident that our proposed improvement of the quality of services and performance of the Gennaro’s organizations strategy will lead the organization to gain a competitive nature and its profit generation. We sincerely hope that the Gennaro’s Italian Delicacies restaurants organization will consider us as long as a long-term partner and allow us to enter a mutually beneficial relationship. We are available to answer any questions you may have and look forward to discussing this opportunity further. We are also available to make any necessary changes you may wish in improvising it in order for you to consider it. After reviewing this document, the following steps should be performed in order to come to a final agreement. Submission of questions or suggestions Counter proposal or approval by Gennaro’s Italian Delicacies organization Negotiate on fees, terms, clauses and conditions We declare this offer to be binding and free of errors or omissions. Due to diligence has been performed in order to make sure we fulfill your requirements and particular situation. We agree to hold our proposal open for acceptance until July 1, 2011. Thank you for your interest. Yours sincerely, Ahmad Mukhtar 7. Appendix I want to pay my gratitude to my tutor who enabled me to develop this project by advising me on certain issues as well as guiding me on the best format. I would also wish to thank my colleagues who played part in this project in one way or the other especially those who helped me to carry out the research work. This is my third successful project that I have carried in the course two years and the first two were implemented and are doing marvelously. The main applicable law in this proposal is that nobody is allowed to temper with any information provided in this document unless ordered by me or unless it is under assessment of the Gennaro’s organizational management. 8. 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