A Famous South Indian Restaurant In The Uk Marketing Essay

A Famous South Indian eating house In The Uk Marketing EssayMirch Masala, a famous south Indian restaurant in the UK started in the year 1995 in Norbury, establishing splites in Tooting in the year 2001, Southall branch in April 2004, Croydon and East capital of the United Kingdom branch in 2005 and Ilford branch being the latest in February 2009, under the watchful gaze of its beargonr and founder, Mr. Riaz Hassan Sabir, 49. It bears the name of most basic ingredient of Indian cuisine. The specialties argon karahi and barbecue dishes. All nutrient is prepared fresh on the premises, which may explain the massive popularity, as it tastes so fantastic. Mirch Masala has a string of awards to its credit. The Norbury branch won a highly commended in the Croydon Guardians Restaurant of the Year awards and the Tooting branch won its region in the Tiffin Cup and has gone on to the interior(a) finals. Mirch Masala has been the winner of a number of UK restaurant awards, the latest being TOP 100 RESTAURANTS OF UK voted by EVENING STANDARD (AUG 2003).Business portfolioThe entire business is advance upon a horizontal integration, dealing only with restaurant business. Expanding its wings in the South London with a total of 6 branches, all branches approved by Halal Monitoring committee, UK. Having the same menu and same style of preparing the food in all branches is unique in Mirch Masala.Mission StatementTo provide customers the sure taste of Indian cuisine and be the trump in the Industry on a consistent levelOverview of BusinessMirch masala started with the first branch in Norbury and succeeded oer a period of snip, developing further with 5 more branches to its profile. Having over six branches, Mr. Riaz Hassan Sabir enjoys reaping a sober profit and delivers excellent services with proficient woodland of food equally over all branches even though the branches are decentralized. Employees come from the same Asian background that has enough idea about(predi cate) Indian cuisine. The business comprises of over 60 employees in all the branches with seating capacity of 170 in Croydon branch, 320 in Ilford, 130 in Tooting, 160 in Norbury, 140 in Southall and 120 in East Croydon.BranchesNorbury Restaurant1416 London Road, NorburyLondon SW16 4BZTel 0208 679 1828, 0200 765 1070Email emailprotectedTooting Restaurant213 Upper Tooting RoadLondon SW17 7TGTel 0208 672 7500, 0208 767 8638Email emailprotectedSouthall Restaurant171-173 The BroadwaySouthall, Middlesex UB1 1LXTel 0208 867 9222Email emailprotectedEast London Restaurant111-113 Commercial RoadLondon E1 1RDTel 0207 377 0155Email emailprotectedCroydon Restaurant40-42 Southend RoadCroydon CR0 1DPTel 0208 680 3322, 0208-6809898Email emailprotectedIlford Restaurant7-13 Goodmayes Road, GoodmayesIlford, IG3 9UHEmail emailprotected wonk psychoanalysisSWOT analysis is a strategic planning tool used to identify internal factors such as strengths, weakness of a business and immaterial factors suc h as opportunities and threats which should be addressed on the right time in order to be successful over a period of time. SWOT analysis of Mirch Masala Restaurant is identified and specified as follows.StrengthsThe exterior and interior of the restaurant is clean and honorableThe quality and service of the restaurant has created a dandy gull image over a period of timeGaining of awards covers more customers and provides confidence to the businessThe restaurant has take away options and also provide out-of- introduction catering serviceThey provide buffet services which creates attention in the minds of the customer, a chance for more people to get the tasteCustomers of Mirch masala enjoy the bring-your-own pot liquor policy without any extra costDishes are freshly prepared on the premises and the quality is goodHigher level of transparency makes the customers sapidity comfortable about the food they order and about the service they getThe restaurant is Halal Meat certified, which covers religious aspects as wellHaving a own meat shop reduces the expense of purchasing meat which are HalalFree home delivery up to 2 Mile radius for orders over 15.00WeaknessesDishes not being highly priced is a disadvantage, as the quality provided deserves to be priced a bit higher compared to other restaurantsEmployees from Asian background may profess the kind of service the native people of UK expectNot enough advertisement of the restaurant is given as Marketing plays a vital fictitious characterThe restaurant does not know kebab dishes as people expect a restaurant like this to have kebab dishes since the quality they provide is good and up to the standardsOpportunitiesExpand their business by opening new branches outside London and also in Central LondonInclude kebabs and grill dishes in the menu to attract more customersMain competitors are running game slow due to recession, this is a good time to develop with good marketingThreatsThe competitors are lowering t heir prices as succeed over Mirch Masala as they offer dishes with low priceRecession has affected their business enormously as the business is running slow due to this reasonNew competitors are opening up businesses in their region which affects business competition AnalysisCompetitor analysis is other important tool in management planning process. In order to succeed in a business, one must keenly watch his competitors. Competitor analysis has several important roles in management planning. To help management understand their hawkish advantages and disadvantages, generate understanding of competitors past, present, and future strategies and develop strategies to achieve competitive advantage in future.Mirch masala as a restaurant serving authentic Indian food has many competitors in market as there is a huge pool of Asian population available in the area. The main system of Mirch masala is to run business where there is an availability of Asian population, but they bespeak to change their way of thinking and apply some new strategies as competitors are spreading everywhere across. Mirch masala have less competition in the areas where they have established. When they expand their business they need to address geographic issues. Their main competitors are Lahore Kebab, Masala World and other local restaurants.Masala Zone Masala World GroupA profligate glance at the businessMasala zone restaurants display the passion to give real Indian cuisines, friendly service, good value and strong design. The creators are Ranjit Mathrani, his wife Namita Panjabi, and Camellia Panjabi Namitas sister, after success with the acclaimed Indian restaurants Chutney Mary and Veeraswamy. They are ground-breaking, casually stylish and fun Indian restaurants. They combine contemporary design with Indian popular art.The first masala zone restaurant in Soho opened in 2001 and rapidly became one of the most popular Indian restaurants in the UK. The food has the traditional In dian emphasis on healthy eating, balanced meals, fresh food and exciting dashes of spiceStrengthsQuick and friendly customer serviceClean and tidy environsExotic Indian ambience in diametrical branches to enlighten customers with the traditional Indian artQuality food, good service and value for goldA bit highly priced, targeting niche marketSpecialties from many diverse regional cuisines of IndiaChefs are recruited directly from different regions of India, saving cost of training and who are best in their field creating their own specialtiesDifferent techniques of cooking to get that unique taste according to the dishWeaknessesDifferent branches with different kind of environment may put customers in dilemma about their expectations of the restaurants environmentLower line of transparencyAbsent of Buffet serviceDifferent branches under different nameTarget CustomersMasala Zone is with no doubt providing exquisite and traditional Indian food focusing mainly to spread its essence to every mortal in London. This particular restaurant is for all who envy Indian food. Customer base is not filtered, as they concentrate much on the quality, taste of the food and service which is their core strength.Geographic spreadHaving branches in Bayswater, Camden town, Covent Garden, Earls court, Fulham, Islington and Soho, their motive is to keep show cast their restaurant according to different locations. They are not astray spread as they have a established their business in London.Lahore KebabA quick glance at the businessLahore Kebab mob is one of the very few restaurants in London which offer real authentic Pakistani cuisine. The sensational aroma of our sultry meals is guaranteed to entice your taste buds. Our visibly open kitchen allows you to witness the high standards of hygiene and quality that we are committed on maintain. The spacious premises of the Lahore Kebab house provided a relaxed environment for you to good enjoy our food. With a history of serving e xcellence for over 40 years, the Lahore Kebab House can confidently claim to be one of the best Asian restaurants in London. The level of spices can be maintained according to the desire of our customers upon request.StrengthsStrong brand image over a period of time attracts more customersProviding hygienic and good quality foodHigher line of transparencyHighly pricedWeaknessesNot in attractive placeUnavailability of drinks such as Wines and beersLack of promotional activitiesNo proper marketing strategy is used, as in poor website is maintainedMarketing StrategiesEvery marketing strategy is unique, but if we abstract from the individualizing details, each can be reduced into a generic wine marketing strategy. There are a number of ways of categorizing these generic strategies. But when comparing Mirch Masala with its competitors we suggest the following strategies on a timely basis to cover the market and become more successful.Growth strategiesProduct organic evolutionThe restau rant needs to include various dishes like kebabs and other Indian varieties, so they can cover the existing market and build their own brand in order to defend themselves from new entrants. The restaurants can start selling drinks and spirits on their own premises as to increase profit and lessen the burden of customers to bring their own liquor.Market penetrationMirch masala needs to penetrate the existing market by implementing promotional activities such as advertising, door to door distribution of leaflets.Market increaseThe business is despite of being successful, still faces a fierce competition with its local players. The restaurant needs to open up new branches in other areas of London and few branches in Central London as they are financially strong.Market differentiationAfter development of their market, Mirch Masala needs to target on Niche market by increasing the price a bit higher as Masala Zone. The reason behind this is the quality and taste of the food they provid e, which needs to be addressed strongly. People tend to think that the cheaper the price the worse the quality.Gant ChartFigure 1 Illustration of age bound recommended strategies for Mirch MasalaRecommendationDespite of being successful in the market, Mirch Masala needs to implement the recommended strategies in order to enter new markets with product development and qualification it target the niche market. To increase the customer base, build a stronger brand image and be successful.References