Play & Eat Restaurant Research

2010Algonquin CollegeAbdullah al Qubaisi[Play & eat restaurant]Play & Eat Restaurant is the ideal place for both parents and their kids; each one will relax, enjoy and benefit from the services provided by my business. Contents TOC quot;
1-3quot;
Introduction PAGEREF _Toc277841165 3Why I am conducting this research? PAGEREF _Toc277841166 3Competitive forces PAGEREF _Toc277841167 4V8 PAGEREF _Toc277841168 4Booster Juice PAGEREF _Toc277841169 4Economic Forces PAGEREF _Toc277841170 5Demographic PAGEREF _Toc277841171 5Restaurant, food services, and daycare PAGEREF _Toc277841172 5The recession, CPI, and inflation effects PAGEREF _Toc277841173 5Social Forces PAGEREF _Toc277841174 6Canadian Values: PAGEREF _Toc277841175 6Age: PAGEREF _Toc277841176 6Lifestyle: PAGEREF _Toc277841177 6Technological Forces PAGEREF _Toc277841178 7Video (CCTV) control and alarm systems PAGEREF _Toc277841179 7Website PAGEREF _Toc277841180 8Games and computers PAGEREF _Toc277841181 8Regulation forces PAGEREF _Toc277841182 8Daycare PAGEREF _Toc277841183 8Trademark Law, Building Permit (Municipal), and Business Registration (Federal) PAGEREF _Toc277841184 8Food Premises License (Municipal) PAGEREF _Toc277841185 8Conclusion PAGEREF _Toc277841186 9Appendices PAGEREF _Toc277841187 10Bibliography PAGEREF _Toc277841188 11 Introduction The world development and busy schedule that people are running in is frustrating and forcing us to be more organized, sometimes do two things in the same time, we have to use our time with efficiency. Parents are occupied with their daily requirement and their kids are missing lot of moment from them. A play and eat restaurant is a unique solution for both parts of the family; the parent will enjoy their café or even a nice meal and their children will enjoy playing and getting to know many friends. The restaurant will own its privet daycare section, where my services go to cover a day care section but not limited to serving food for parents. The combination of the restaurant and daycare center is a unique idea in the province of Ottawa, the parents will have the possibility to drink their favourite juice or even café or have a nice meal while they are watching their kids playing. The relationship between the parents and their kids is very solid and they need to be close to each other. With the requirements of today’s business most parents does not have time to assist their kids, or even they have a lack on doing such a great and difficult job. By providing such services, the parents will enjoy their life, continue working, or having a business dinner while they are sure that their kids is just a step far from them. However, one of the most difficult parts of providing child care is keeping track of the many rules and regulation. I have to make sure about many things in the café; taking care of children is a big challenge to every business including the parents. Therefore, I have to plan and regulate my business to much all the requirement needed by children in a day care. In fact, there are many forces that influence any business in any part of the world. Understanding the purpose of conducting an e-scan environment is very important, after I have to analyse the data collected in my research, there are many companies that provide data research an based on it I can establish my business; however, this data will not be accurate and matching my needs, especially for a new idea and business like a day care café. After analysing the data I will be able to judge if my business can be valuable in the actual market. Why I am conducting this research? The real purpose of conducting a marketing research is to understand the market I am entering with the implement of its Competitive forces, Economic forces, Social forces, Technological forces, and Regulatory forces. After analysing these forces I will have more information, experience, and knowledge that are considered as a good evidence to continue in my project or to choose another strategic planning or even insurance to alter the responsibility taken in my business. A great business idea does not mean a great success for a business. In fact a great planning and analysing of data and evidence mostly leads to a great business. My idea is to offer two vital services in one place, first is to provide a child care for children between the ages of one to ten years; the day care center will be almost similar to any day care with its services but will cover a wider range. Second service will be offering drinks and meals for the parents. A part of the restaurant will be looking to one side and part of the daycare center, other section of the restaurant will be covered and does not have any access or view to the day care center, this area is meant to serve more privacy to the parent if needed; on the other hand, the day care also will have a private area that does not have access or view to the restaurant part, this area also will provide the kids with their own privacy and will encourage them to enhance their personality while they are far from their parents. This combination is to provide both a touch with the family and a special privacy for children alongside with their parents. My objective is to provide care for one of lives most precious treasures, children. They will be at the center mercy, they are too young to tell me what they need and require, my business has to make sure to fill these requirements for these children while they are learning to become independent individual and contribute later on to the society. Furthermore, my importance is to provide a quality child care. This cannot be measured neither calculated by the success I will make or the revenue I will generate, but in the smiles and happy faces of children and their parents. As stated by a former daycare director, Helen Sallans,” The children must come first and foremost. Children are only children a very short time and will remember the majority of what goes on in their young lives, as a provider you play a very big role in child’s life….” 1 Most businesses succeed with the success of their promotional campaign. Because many people do not have the time to visit and search for you, you probably need to reach them trough social media, TV, magazines or other promotional methods. Therefore I have to plan to reach these consumers with the idea of my product and services wherever they are; for instance, I can consult baby boomers activity areas, big organization and even colleges and universities since those people are spending much time in studying rather than handling their house hold. Competitive forces One of the most important forces that can affect any business is the competitive forces. For instance, new ideas were always successful and having less competition, but evolving these ideas and make them work is the objective of my researches. Therefore, I had to conduct many research about my competitors and how I will make a difference from them and how I can be unique in my services and products that I will offer. The market share with some of these competitor will not be easy to enter neither to profit and have a good chunk of it; conducting such research will emphasize to me the importance of how big my business should be and how I should enter the market of restaurant and daycare; although the combination is profitable and can provide a double side of income, yet the risk is bigger and can make the competition much harder for my business. it may be clear that there are no such type of restaurant in Ottawa, except café houses, but the competitive forces are more affecting my business, the fact of covering to services in one place is a big challenge and the competitors are two types not only one. Thus, a SWOT analysis is very important to me, by understanding my weaknesses I can challenge and alter them to be more effectives; while emphasizing my strengths and evolving them in my advertising and marketing system. There are not many competitors in the Ottawa market; however, the presence of a big restaurant and reputable day care may challenge my project and slow my progress. V8: Booster Juice : LaBoccajuice: In the market of “restaurant and house care”, there are not many competitors in the current period; however, with the concern from the society about their children, the rise is to be accrued in the coming years for sure, therefore, I have to take by consideration the case of the growing market of the café houses in Canada and Ottawa particularly. On the other hand, in this research that it is considered to be modest research, it is very important to have a look on the actual market and the competition in general. The greater competitor from the modest list that I had formed is a modest Company, because it will take a great share market and cannot be competed easily. Therefore, creating a unique idea and promote it with a valuable facts and right marketing plan is the only choice for me. Furthermore, insuring an experienced staff is also vital to my business, either in the section of the restaurant or the section of the daycare staff need to be well trained and the regulation and procedure should apply for both of them. Handling food and having a cuisine nearby a daycare may create a big danger to a child; therefore, all the precaution need to be taken seriously (will be covered in the technological part) Economic Forces There are several factors like level of employment, rate of inflation, rate of interest, demographic changes, and fiscal and monetary policies determine the state of competitive environment in which a firm operates, these forces will affect the firm’s marketing activities outcome, therefore, determining the volume and strength of demand for service is very important in conducting this research. In this study I will concentrate on the demographic changes and the actual and previous world economy and their impact on the market and my business alongside. Configuring the population in Canada and especially in Ottawa will give me a clue about the share market and the number of consumer I am expecting to have on my long run operation. Ottawa is known to have a big size of baby boomers, thus more children and more dining time for the family that my business is looking for. Demographic The population of Ottawa was 774,072 in 2001 and 812,129 in 2006 as per the Canada Stat with a growth of 4.9%; this means that Ottawa like other cities in Canada knowing a big growth in population due to immigration. For Ontario, the population was 11,410,046 in 2001 and growth with 6.6% to reach 12,160,282 in 2006 this growth is impacting many markets in the region and one of the beneficent of this growth are restaurant and daycare. The growth of a population is always considered to be a good advantage for business; therefore, creating or expending a business in a growing market is a good plus to my business. (Population of Ontario and Ottawa, 2010). See Figure A. Restaurant, food services, and daycare The restaurant and food services are growing in every year; however the actual economic downturn makes many businesses to think twice before going for an expending of the products or services. While thinking of creating and developing a restaurant I have to make sure that my spending is reasonable and reflecting the real effects of the economy in Ottawa. On the other hand, maintaining good services in the daycare is a huge responsibility due to the care is needed by any child. Such business will need a great spending but the profit is considered to be great in the long term. The recession, CPI, and inflation effects There are many facts that the economy in all over the world including Canada is still not recovered yet; this due to the recession of the US economy downturn in late 2008 and beginning 2009. Till the end of the actual year (2010) the world economy is still balancing between an increase and a decrease each day and month. Most businesses are afraid to expend their services; therefore, charging higher rate while providing the same product; this is known as inflation. If the inflation is higher, the customers tend to buy less and save more money, thus infecting most services profits. In general, taking by consideration the economic forces is a vital fact. The actual economy is definitely not much helping any business. People are spending less and saving more for the next day. Layoffs had created many homeless or jobless people around the world, Food, Restaurant, and Daycare income is based on those people that earn money and think to enjoy their life, or they don’t have time to cook for them self. However, the Ottawa resident are more touchy people, they look to eat outside more than in their home, it is known that most resident dine at least three times a week outside and 90% of employees with children use the service of a daycare. The majority of the residence of the city are working or student with a monthly income; thus they are more looking to use both of my services, having created a combination, parents will be happy to know that I am taking care of their kids and their health as well. From this research it is obvious that the market is good to open such “Play & Eat” restaurant. Social Forces There are many forces that impact the growth of any business in the market, it is very vital to understand the important of the social forces in my area that will be Ottawa, these forces include the demographic characteristics of the population and its values. As stated in the Marketing book “Marketers often segment markets on the basis of demographic information because it is widely available and often related to consumers’ buying and consuming behaviors” the common bases of demographic segmentation are age, income and life style which I will be looking to and understanding how it can impact the progress of my business. Social forces are also considered to be an important contributor to trends that are part of an environmental scan and impacting marketing. Canadian Values: Every society has values that are important to it and that’s sets it apart from other nation. There are values that are important to Canadian that may not be fully shared by other societies. Indeed Canadian feel that its values are what makes Canada an attractive place to live. For instance, Canadian values include freedom, respect for cultural differences and commitment to social justice. Opening a restaurant and daycare in the middle of Ottawa by an Arab person will not have any difference from other ethnicity available in the city. Furthermore, Canadians respect everyone’s rights, they enjoy freedoms, and they respect democratic decision and they are a non violent society and they are known by their international role as peacekeeper. All of this contributes to a successful business regardless to the owner or the type of the business as much is its respecting the regulation and laws in Canada (will be covered in the regulatory forces) Age: In the latest news released by The Daily in Statistic Canada shows that 44% of the population of Ontario is between 30 years and 50 (Figure A), in this age segment I have all my potential consumers. Lifestyle: Lifestyle is a mode of living of individuals in their organization or community; they tend to choose products and services that meet diverse needs and interests rather than conforming to traditional stereotypes. Due to the great change and variety in the Canadian ethnicity and origins, there had been many new lifestyles that were created in the last decades. There are no more unique characteristic for one ethnicity; for instance, banker can be a fitness person and a normal worker a tennis player. Life style creates a good ambiance for business and provides a mass market instead of a niche market to them; because many restaurants are visited by different ethnicity and group category I know that my business will run on progressive way. The characteristic of the social forces that had been defined in this research is very important to decide which service you need to look for. A normal restaurant and daycare with a small menu and care area will not survive in the mass market of restaurant and daycare in Ottawa that contain more than 400 specialized restaurants and Daycare; therefore, the structure and building of such restaurant need to be taken by consideration, the working forces and Chefs I will employ equipment I will use and so on. Technological Forces Nowadays, no business can be built or ran without the implementation and use of technology. It starts from machines used to website running. Each component and material used in the production section is to be involved with technology; therefore, businesses need to be fully equipped and their staff needs to be fully aware of the daily running system. Companies employ specialized technicians for this purpose, other maintain their website with a reputable web hosting to keep their website will ran. In a case of restaurant with a daycare, technology is very important to extinguish both of them and raise with my business among others. On the other hand, the responsibility of having a restaurant alongside with a daycare is a big responsibility that should be taken by consideration; for instance, I will implement a camera system in most of the daycare area. Cameras will be viewed by a security section and also a good data of research for my business and also for the parents’ knowledge. I can generate much data from these videos record and file them to use them for a research or even an academic research. Furthermore, I will implement a security system will be also ran by security to make sure that there are no entrance to the kitchen area by any kids although the kitchen area will be totally separated; I have to make sure that there are an evacuation plan that will secure all the kids in my area. Video (CCTV) control and alarm systems Creating and building a daycare need a pre-format of building structure and a full control and view of the kids and restaurant area. I will implement several cameras around the permessise and inside as well. The purpose of doing so is to control the area and maintain the safety and security of the kids while they are enjoying their life. It is mentioned in the book of Home daycare “little people indeed, and they need you, as do the many families who are struggling to find quality child care. In Canada, there are only enough licensed child care spaces to serve 1 of every 13 children” (Pruissen & Catherine, 2002). Second I will have to implement an alarm system (and a policy that I will cover in the regulation forces) to prevent any danger to children area. Any accident in the restaurant part can cause a huge disaster to kids, they are less to respond to such crises; therefore, my staff and the technology need to be fully trained and equipped to fulfill this gap. Website Creating a website for my business is very important as well. Website is very important for a high performing business; it eases the reach of consumers to my products and services, give them the opportunity to visit, know, and even subscribe to my services and orhter my product while they are at their homes, or even at the office. Creating a professional website is vital to me, as a technological inspired person and because I know that the new generation is consulting their computer more than anything else, I have to make sure to implement such key component in my business. Website will assist me also on advertising, publishing, promoting my services and products, this technology can be used also to gather more data about who visited me and how much time he/she spend while visiting my website. The E-operation management is very important for any business that want to reach a wide market and with ease and less spending ( e-operation management). Games and computers In the kids section they will be many technological aspects to teach and prepare kids for the expending technological environment in our actual period and also in the future. They are will be many games and activities like memory games, guessing games, thinking games, or noncompetitive games. I will add few simple computer games for kids and children to enjoy. Technology is growing very fast, since it facilitates and eases our life much people tend to use it often. Making an advanced step on the technological aspect of my business is very important to stand among the specialized restaurant and daycare in the region of Ottawa. Regulation forces Regulation forces are many; each business ran under the province or the municipal law. Daycare planning to have a daycare Trademark Law, Building Permit (Municipal), and Business Registration (Federal) First, I have to register my Trademark to protect it. Second, I need a building permit grants legal permission to start construction of a building project (if required). Last, since most Businesses in Canada need to register with Canada Revenue Agency to get a Business Number, I have to get one at my start (Canada Business, 2009). Food Premises License (Municipal) If I am intending to open a new restaurant I will be required to get a food premises license to be able to operate food premises. The restaurant staff has to be fully licensed and carrying a hygiene and HACCP certificate, any person is involved in the preparation of food need to do a blood test each six month. After finishing the research in regulatory forces, I came across vital information about opening an Electric design Consultancy. In one hand, Conclusion Appendices Food premises Required by a person who owns or operates a food premises, which can include a bakeshop, a butcher shop, restaurants, cafes, cafeterias, dining rooms, lunch counters, catering services and ice cream parlours but does not include a refreshment vehicle. Does not apply to a food premises where only pre-packaged foods, frozen drinks or hot beverages are sold. ,[object Object]

http://www.v8juice.com/FAQ.aspx#juiceInvented

Hemingway, D., Kennedy, M., & Eleanor, S. (2009). 2008/2009 Exporters'Encyclopedia. Pansilvinia : Dun & Bradstreet.

Canada Business. (2009, September 30). Retrieved March 30, 2010, from Canada Business Web site: http://www.canadabusiness.caBibliography BIBLIOGRAPHY Hemingway, D., Kennedy, M., & Eleanor, S. (2009). 2008/2009 Exporters'Encyclopedia. Pansilvinia : Dun & Bradstreet.

Play & Eat Restaurant Research

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