Business Branding: a Case Study of Nepalese Restaurant, Lumbini
Rijal, Purushotam (2016)
Laurea-ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016120318941
https://urn.fi/URN:NBN:fi:amk-2016120318941
Tiivistelmä
The main purpose of this thesis project is to find out the ways to develop an ethnic Nepalese restaurant as a restaurant brand. There are hundreds of ethnic restaurants in Finland which are operated by independent entrepreneurs and the idea of author is to develop an ethnic Nepalese restaurant (case company) as a restaurant brand. This thesis will provide insights into the brand development and examine the best branding practices used in another ethnic restaurants in Finland.
This thesis consists an introduction, theory, methodology & findings and conclusion. In the first part an introduction to the thesis and the background to the case company are presented, while in the theoretical section branding is discussed. The third part details the methodology and the results that are executed from the research and followed by the a conclusion at the end.
The case company of this thesis is the restaurant, Lumbini, which offers authentic Nepalese cuisine and beverages in the Helsinki area. Lumbini has two restaurants, one in Lauttasaari and the other in Munkkiniemi and both restaurants are taken as case companies. In this case study,the author has applied qualitative research methods such as benchmarking, and customer reviews from different webpages, to gain the targeted results. At the end, SWOT analysis of the case company has been done according to the author`s observations.
In addition, the author has observed different restaurant premises and compared it with the case company. Literature, journals and articles were reviewed and analysed to get knowledge about the theoretical background of case study.
The main results of the research show that a strong brand and customer satisfaction are interrelated. Simplicity, a clear vision and mission are important for a strong brand and, as the outcome of the research, different development ideas are suggested to the case company Lumbini.
This thesis consists an introduction, theory, methodology & findings and conclusion. In the first part an introduction to the thesis and the background to the case company are presented, while in the theoretical section branding is discussed. The third part details the methodology and the results that are executed from the research and followed by the a conclusion at the end.
The case company of this thesis is the restaurant, Lumbini, which offers authentic Nepalese cuisine and beverages in the Helsinki area. Lumbini has two restaurants, one in Lauttasaari and the other in Munkkiniemi and both restaurants are taken as case companies. In this case study,the author has applied qualitative research methods such as benchmarking, and customer reviews from different webpages, to gain the targeted results. At the end, SWOT analysis of the case company has been done according to the author`s observations.
In addition, the author has observed different restaurant premises and compared it with the case company. Literature, journals and articles were reviewed and analysed to get knowledge about the theoretical background of case study.
The main results of the research show that a strong brand and customer satisfaction are interrelated. Simplicity, a clear vision and mission are important for a strong brand and, as the outcome of the research, different development ideas are suggested to the case company Lumbini.