Management Issues of Chinese Restaurant

1. Table of Contents

1. Table of Contents...............................................................1

2. Executive Summary............................................................2

3. Introduction.....................................................................4

4. Research procedure.............................................................4

5. Findings.................................................................................4

5.1 The external environment....................................................5

5.2 Motivation.....................................................................7

5.3 SWOT Analysis...............................................................8

5.4 Business-Level Strategy....................................................13

6. Conclusion and Recommendations.........................................16

7. Reference.......................................................................17

2. Executive summary

This report summaries our Chinese restaurant which called Wei Shanhu Fish and located in Chinatown of Sydney. We mainly run northern Chinese food because three of partners are from north of China and have related experience on the northern Chinese food. We use external environment and motivation theories to analyze and explain some issues about opening our restaurant which include fashion trends, having a competitive price and employing staffs. Then based on the SWOT analysis theory, we discuss the strengths and weaknesses currently existed in our restaurant, and forecast the potential opportunity and threats in the future. At last according to the business-level strategy, our restaurant should focus on the low-price and differentiation strategy and we take some detailed measures in the aspect of cost, food menu, advertisement and cultural atmosphere.

Our research procedure involved reviewing of MGMT901 materials, doing a basic literature review of management issues in our northern Chinese restaurant.

Our conclusions and recommendations are based on academic evidence around four management issues crucial to our restaurant's success: 1 The external environment; 2 Motivation; 3 SWOT analysis; 4 Business-level strategy.

External environment

1. We should follow the fashion trend to fall the trade barriers

2. For the competition, we need provide a reasonable price.

3. Employ staffs who understand northern Chinese culture well

Motivation

Motivate issues about employee's performance, salaries and duties.

SWOT analysis

Strengths:

1. The name of restaurant is unique and the logo is attracted for its special design.

2. We employ excellent staffs who are highly trained and very attentive to customers.

3. Our location is one of the biggest advantages.

4. High-quality and specific food offerings that exceed competitors' offerings in quality, presentation.

Weaknesses:

1. Limited price cause the low profit

2. Need improvement in the management

3. The type of food may be not enough

Opportunities:

1. Growing target market in the field of northern Chinese food

2. Diversity of the type of business

3. Add the subsidiary function

4. Establishing home delivery service

Threats:

1. Potential competition

2. A slump in the economy reducing customers' disposable income spent on eating out.

Business-level strategy

1. Chinese restaurant should continuously strive to reduce operation costs through purchasing, receiving, storing, food preparation and so on. 2. Restaurant should provide a menu of unique food that has specific features, such as spring rolls, Chinese dumplings, hot-pot and some traditional northern Chinese noodles. 3. Restaurant should success of marketing and advertising campaign in order to attract customers at the beginning. 4. Provide a unique Chinese cultural atmosphere, unifying the restaurant theme and manifesting the Chinese culture at the same time.

3. Introduction

This report summaries our Chinese restaurant which called Wei Shanhu Fish and located in Chinatown of Sydney. We mainly run northern Chinese food because three of partners are from north of China and have related experience on the northern Chinese food. It's well-known that Chinese restaurants open in Chinatown compete every day. Therefore, every restaurant needs to carry out special strategies to compete with other rivals. Additionally, restaurants have to constantly innovate, update and improve their food and services to cater to the changing customers' flavor. Accordingly, management ideas and theories might play a vital role. We have chosen four management topics we believe will be crucial to our Chinese restaurant's success. They are: 1 The external environment; 2 Motivation; 3 SWOT analysis; 4 Business-level strategy.

4. Research procedure

We researched question by reviewing the textbook, lecture notes and other materials in MGMT901, academic references and supplements are obtained from management textbooks, journals and other online resources. In addition, a primary research is conducted by visiting selected full-service restaurants in Chinatown of Sydney, whereby a comparison review is done from observations during personal dining experiences.

5. Findings

Our

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