A Famous South Indian Restaurant In The Uk Marketing Essay

A Famous siemens Indian eatery In The Uk Marketing EssayMirch Masala, a celebrated south Indian eating place in the UK started in the year 1995 in Norbury, establishing branches in Tooting in the year 2001, South either branch in April 2004, Croydon and East capital of the United Kingdom branch in 2005 and Ilford branch being the latest in February 2009, below the watchful gaze of its owner and founder, Mr. Riaz Hassan Sabir, 49. It bears the reach of most basic subdivision of Indian cuisine. The specialties ar karahi and barbecue dishes. All forage is prepared heady on the set forth, which may explain the massive popularity, as it gustatory perceptions so fantastic. Mirch Masala has a string of awards to its credit. The Norbury branch won a higher(prenominal)ly commended in the Croydon Guardians Restaurant of the Year awards and the Tooting branch won its sphere in the Tiffin cup and has gone on to the national 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 specimen (AUG 2003).Business portfolioThe entire business is build upon a horizontal integration, transaction only with restaurant business. Expanding its wings in the South capital of the United Kingdom with a total of 6 branches, all branches approved by Halal observe 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 authentic apprehension of Indian cuisine and be the best in the Industry on a consistent levelOverview of BusinessMirch masala started with the first branch in Norbury and traceed over a period of clip, developing further with 5 to a greater extent branches to its profile. Having over six branches, Mr. Riaz Hassan Sabir enjoys reaping a comfortablyness profit and delivers excellent run with good gauge of food equally over all branches correct though the branches are decentra lized. Employees come from the same Asiatic background that has fair to middling idea about Indian cuisine. The business comprises of over 60 employees in all the branches with seating capacity of 170 in Croydon branch, 320 in Ilford, one hundred thirty in Tooting, 160 in Norbury, 140 in Southall and 120 in East Croydon.BranchesNorbury Restaurant1416 capital of the United Kingdom course, NorburyLondon SW16 4BZTel 0208 679 1828, 0200 765 1070Email emailprotectedTooting Restaurant213 fastness 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 work up AnalysisSWOT compendium is a strategic planning tool used to identify inseparable factors such as strengths, weakness of a business and external factors such as opportunities and threats which should be addressed on the right duration in exhibition to be successful over a period of magazine. SWOT analysis of Mirch Masala Restaurant is identified and specified as follows.StrengthsThe exterior and denture(a) of the restaurant is clean and tidyThe quality and good of the restaurant has created a good brand image over a period of timeGaining of awards squeezes more customers and provides confidence to the businessThe restaurant has take away options and excessively provide out ingress catering serviceThey provide buffet service which creates attention in the minds of the customer, a chance for more citizenry to depart the taste nodes of Mirch masala enjoy the bring-your-own liquor policy without any extra embodyDishes are seraphicly prepared on the premises and the quality is goodHigher level of transparentness makes the customers feel comfortable about the food they bon ton and about the service they getThe restaurant is Halal copping centre 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 non 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 carry on the kind of service the native people of UK expectNot plenty advertisement of the restaurant is given as Marketing plays a live roleThe restaurant does not expect 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 source new branches outside London and also in Central LondonInclude kebabs and grill dishes in the menu to attract more c ustomers serious competitors are running slow collectable to recession, this is a good time to develop with good foodstuffThreatsThe competitors are lowering their prices as espouse over Mirch Masala as they offer dishes with low priceRecession has affect their business enormously as the business is running slow due to this reasonNew competitors are capableing up businesses in their region which affects business foe AnalysisCompetitor analysis is another important tool in precaution 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 competitive advantages and disadvantages, generate understanding of competitors past, present, and future strategies and develop strategies to discover competitive advantage in future.Mirch masala as a restaurant dower authentic Indian food has many competitors in market as there is a huge pool of Asian population uncommitted in the area. The main strategy of Mirch masala is to run business where there is an handiness of Asian population, but they contract to change their way of thinking and pay some new strategies as competitors are spreading everywhere across. Mirch masala have less competition in the areas where they have conventional. When they expand their business they need to address geographic issues. Their main competitors are Lahore Kebab, Masala World and other local anesthetic restaurants.Masala Zone Masala World GroupA quick 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 Indian emphasis on healthy eating, balanced meals, fresh food and exciting dashes of spiceStrengthsQuick and friendly customer serviceClean and tidy environmentExotic Indian ambience in various branches to enlighten customers with the traditional Indian artQuality food, good service and value for moneyA bit highly priced, targeting recession 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 knit stitch creating their own specialtiesDifferent techniques of cooking to get that unique taste jibe to the dishWeaknessesDifferent branches with different kind of environment may ascribe customers in dilemma about their expectations of the restaurants environmentLower byplay 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 soul 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 pauperization is to keep show cast their restaurant according to different locations. They are not widely spread as they have a established their business in London.Lahore KebabA quick glance at the businessLahore Kebab hearth is one of the very few restaurants in London which offer real authentic Pakistani cuisine. The sensational essence 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 comfortably enjoy our food. With a history of serving excellence 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 commit 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 place unavailability 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 marketing strategy. There are a number of ways of categorizing these generic strategies. But whe n comparing Mirch Masala with its competitors we suggest the next strategies on a timely basis to cover the market and croak more successful.Growth strategiesProduct developmentThe restaurant needs to let in various dishes like kebabs and other Indian varieties, so they can cover the quick 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 loading 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 developmentThe business is despite of being successful, nonetheless 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 preeminenceAfter devel opment 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 provide, which needs to be addressed strongly. People tend to think that the cheaper the price the worse the quality.Gant graphFigure 1 Illustration of Time bound recommended strategies for Mirch MasalaRecommendation scorn of being successful in the market, Mirch Masala needs to implement the recommended strategies in order to enter new markets with product development and making it target the recessional market. To increase the customer base, build a stronger brand image and be successful.References