Contents

• Executive Summary 4
• Introduction 5
• Background 5
• Characteristics of Business 5
• Reasons to expand 6
• Possible reasons of its success 6
• Market Research – Demand Analysis 7
• Characteristics of target market 7
• Competitors 7
• Opportunities and Challenges 8
• Legal Issues 10
• Form of Ownership 10
• Legal Framework 10
• Licensing Laws & Local Regulations 11
• Labour Laws 12
• Operational Elements 12
• Premises 12
• Equipment 13
• Suppliers 13
• Employees 13
• Wages 13
• Marketing Strategy 14
• Marketing Mix 14
• Product 14
• Place / Distribution 14
• Price 14
• Promotion 14
• Financial Information 15
• Start Up Cost Summary 15
• Sales Projections 15
• Financial Statements 16
• Pay Back Period 17
• Conclusion 18
• Bibliography 19
• Annexure 20
• Annexure 1: Sample Menu 20

Description

Fig & Olive is a renowned restaurant specializing in Mediterranean Cuisine and has been founded by Laurent Halasz. It has been successfully operating in New York and California, and for business expansion wants to enter Washington DC. Due to its large population of the affluent category and being as a major political and business hub, Washington was an ideal choice. A business plan is prepared, identifying the specific characteristics of the target market, its potential points of sale major strengths which will help Fig & Olive to be successful in Washington. An extensive demand analysis has been prepared for the purpose of the report. He challenges and possible weaknesses are also mentioned in the report. A brief overview of the legal licenses and operation elements are mentioned. An ideal marketing mix is provided which will help in spreading awareness and popularity of the restaurant. The promotional strategy thus adopted would also help in generating a demand for Mediterranean food in the market. Lastly, the approximate financial statements are provided at the end of the report. The business plan for Fig & Olive have been prepared by the help of secondary data made available from the different academic journals, websites, reports, books etc. This report would be of help to students of business management, as they will get a clear picture of how to construct an organizations business plan, and will help them in their future corporate career. The business venture is very lucrative as the company would be able to recover its initial outlay within the first year itself.