“Taste of Asia: an Asian cuisine experience” : a business plan selling only nutritious and organic recipes

Abstract

This thesis offers a comprehensive business plan in the name of Taste of Asia a proposed restaurant concept that is offering authentic Asian cuisine exclusively made of organic and nutritional ingredients. Through this study we explore the feasibility of the business model by incorporating theoretical framework including Marketing Mix (7Ps), Porter’s five sources, SWOT Analysis and consumers behavior theories such as Maslow’s Hierarchy of needs along with primary data collection through surveys and interviews. The research findings shows a strong liking or interest for Taste of Asia. In addition the majority of respondents shows their willingness to pay premium price for the organic ingredients indicating the feasibility of a premium yet accessible pricing strategy. Observing market demand in Helsinki area and consumers preferences, sustainability and ecofriendly packaging and locally organic purchasing and sourcing were also specifically highlighted as main drivers and focused points of consumer’s preferences in this study.

It focused on the operational strategies to streamline services to ensure freshness in the ingredients and smoothness in the process. Human resource policies highlighted the recruitment and training programs for the staff that are aligned with the brand’s identity, health benefits, nutritional knowledge, authenticity and sustainability. Taste of Asia is a feasible and innovative concept positioned as a differentiated brand itself from other traditional dining outlets around and its USP made it different from others.