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Company Mission

The chosen company is the ABC Company, which provides excellent quality food and an intriguing environment to its customers. The main aim of this company is to create value for all its stakeholders and generate a good stream of revenue. Also, for its staff, it wants to ensure that it provides an Engaging Work Environment. The restaurant is known to provide great quality foods.

This part of the report shall present an internal analysis of ABC Company- the new venture. For doing this company, the SWOT tool shall be taken into consideration. 

The business managers of ABC Company have planned to create an interactive website for this new enterprise. This is considered required to implement a current and user-friendly procedure. Customers can reserve seats in advance (Burns, 2016). All of these activities should go through a simple process by the company. All of these activities should go through a simple process by the company. This is required to provide value to the site. Nonetheless, the site should provide the company with several commercial prospects.

Following substantial advertising of the corporate image, the enterprise will be launched. It is critical that more customers become aware of the new notion, and just a few firms are following suit. Efficient image branding will necessitate the presence of personnel with the necessary skills and experience. Businesses with interacting advertisement information posted on multiple platforms and favourable working policies will have the best opportunity to attract skilled talents; however, businesses with interacting advertising and marketing content available on different platforms and with appealing work policies will have the best opportunity to attract these people (Derous & De Fruyt, 2016). This new enterprise also ensures that every activity is completed flawlessly because there are only two choices: click or exit. 

The leadership team recognizes the need of being socially responsible in today's economic world. The company's social and environmental needs have now surfaced as determinants of competence (Grayson & Hodges, 2017). The leadership team is clear that the endeavour will increasingly engage itself in fulfilling the company's social and environmental requirements as time goes on. Fair labour policies, good career advancement for employees, avoiding wasteful personalities and prejudices in work, enhancing employee involvement, and increasing employee enthusiasm are some of the society's problems recognized by the company (Costa & Pesci, 2016). Furthermore, the list of environmental requirements comprises lowering the company's greenhouse gas emissions, actively encouraging the recycling rate, and making extensive use of recyclable materials (Chen et al., 2015). 

Internal Analysis

Another advantage of this new enterprise is the High Demand For Organic Foods among customers. Compared to the past, it is now much easier to look for everything on the internet because of the widespread use of cell phones. People may now search numerous articles from reputable sources on any topic they want. They are learning about the benefits of eating natural foods and the different adverse effects of eating unhealthy and high-fat fast foods in a short period. Consumers have ample reasons to believe in organic goods and places that specialize in supplying natural produce now that all of this is in place (McCarthy, 2015). This new venture's notion is a purchasable topic, and it is likely to work if all of the necessary activities are in place.            

Apart from that, the management team concentrates on improving distribution management. The company will concentrate on procuring raw materials from local vendors. This will ensure that natural resources are obtained. Furthermore, compared to those who rely partially or entirely on outside sources, the cost of insourcing goods will be cheaper (O'Brien, 2018). Producers will often be primary suppliers, while secondary suppliers will be anyone who can deliver fresh food with the least amount of risk. Customers will be attracted to the restaurant's architecture. The establishment will be made more expansive to handle a large number of diners while also allowing them to conveniently move between floors. Furthermore, consumers will be serviced by trained personnel. 

One of the problems noted by the new venture's management team is the massive cost of organic items. On the other hand, inorganic items are available at a reasonable cost. These items are filling, and a few dollars spent on them can provide a satisfying lunch for several people. Offering organic goods to clients has several issues: availability or seasonality (Tiraieyari, Hamzah & Samah, 2017). Consumers will not always receive all they want. As a result, those picky about their culinary preferences will have fewer reasons to frequent the restaurant. The company must have plans to deal with the unpredictability of natural calamities like earthquakes and floods. The company will have to figure out how to store food for future use.

Furthermore, stocking must be done in a secure location to ensure that food quality is not harmed by external factors such as extreme heat or cold (Marsden, 2018). Many people are still uninformed about the advantages of eating organic foods rather than unhealthy fast foods. As a result, this business will need to focus on its marketing initiatives. With all of these hurdles in mind, the company has chosen to open the restaurant in a desirable Portland neighbourhood. 

SWOT Analysis

The market is expanding quickly, which bodes well for the business. It means that the organic food industry already has consumers; all it takes is the judicious use of branding and promotion content and high-quality offerings to draw a healthy number of them. Consumer loyalty would present a business opportunity. Obesity reasons are becoming more well known among clients. Furthermore, individuals are increasingly learning about obesity solutions from related articles posted on the internet, publications, and prominent newspapers (Bilgihan, 2016). As a result, clients are becoming pickier about what they eat. As a result, if effectively managed, this new enterprise has a strong opportunity of attracting devoted clients. Another factor that has prompted this company to join the market with a novel concept is shifting consumer needs. As stated in this section, consumers are progressively moving to organic goods. Organic foods, they believe, are beneficial to their health and that of their family. 

One of the most significant risks to the production of organic foods is unfavourable weather. Such circumstances can also have an impact on supply. If the enterprise is short on inventory and lacks a proper demand forecasting model, such situations could directly influence sales. Because the industry is a rising sector with prospective growth opportunities, competitiveness is projected to be fierce. This business will face rivalry from both current and emerging businesses. When the availability of materials is insufficient, bad weather conditions might hinder manufacturing and, as a result, the material cost. If goods are scarce, the price will be affected. Fluctuations in price in this manner may impact the company's profit margin. Customers will undoubtedly welcome the concept, given the growing demand for organic goods, but price fluctuations may impact the venture's supply capacity. If this occurs, it will affect the net profitability and, as a result, the operating income. Operating profit is essential to function on a greater scale and grow the business faster (Dudin et al., 2015).

This part of the report will discuss the potential influences of the external environmental factors on the organic food industry in the United States. 

Organic foods have important political ramifications because the government is interested in establishing rules to ensure that organic food items are used fairly by retailers. Consumers will receive real organic items due to the legislation (Wilde, 2018). The business will benefit from such a step by the government because its management employees will assure correct labelling of materials utilized in product manufacturing. The initiative will strive to gain the government's confidence and consumers in this manner. Furthermore, the technique for controlling political issues will safeguard the rights of consumers. 

External Environment

Except for the Great Recession of 2008, America has had a very steady and growing economy (Aytaç, Rankin, & Bikolu, 2015). This implies that the company should have no trouble hiring and retaining competent employees. The endeavour should generate value in lowering the nation's unemployment rate. The operating cost will rise due to the high labour cost in the country. The only option to avoid higher operational costs is to raise profitability. 

The endeavour should effectively address socio-cultural elements like the shifting lifestyles of the customers. For instance, there is an increasing awareness of the importance of eating healthier, high-quality organic foods that is the same concept as the new project. As a result, this is an opportunity for companies to capitalize on the expanding healthy living trend (De Mooij, 2019). The expanding ethnic variety in the United States necessitates the provision of a varied range of cuisine options. The widening wealth disparity is a source of risk for the company because it is expected to harm middle-class clients' shopping habits (De Mooij, 2019). Furthermore, the venture's principal target market is these consumer segments.  

The organic food industry will be driven by technological breakthroughs in the realm of business, such as business automation. This business can use online services and other technologies. Users will be able to reserve tables in advance and plan their meeting utilizing this software. This will assist the business in keeping up with e-commerce offerings (Leung et al., 2016). Furthermore, this would assist the company in gaining industry knowledge. 

Firms are increasingly required to guarantee that they fulfill their business's environmental standards. Climate change is a growing concern in the various external variables that the latest initiative would be functioning in. Threats can arise when it comes to safely preserving meals and preventing them from spoiling. Furthermore, trash disposal is a serious issue. Notably, improper trash disposal contributes to contamination in the ecosystem (Chen, 2017). As a result, the new business needs devise a sophisticated yet effective trash disposal system. 

Insufficient laws in developing economies, protection of the environment regulations, and antitrust laws are the legal implications that could affect the business. The company must use this to its benefit to build, nurture, and develop its brand reputation. It is necessary to maintain and evaluate its suppliers following fair labour practices. Even though competition law restricts this behaviour, the new venture requires long-term support for strategic relationships with other businesses (Alese, 2016).  

PESTEL Analysis

This part of the report identifies both the short-term and long-term objectives depending on the mission of ABC Company. With the same, it also shed light on its generic and its grand strategies of it.

The objectives of this new business would be:

  • To upsurge its sales up to $3.5 million within the next 5 years.
  • To reinforce its brand image
  • To generate an astral status in the organic food industry

This part discusses the general and big strategy that the new venture will employ. In terms of the grand strategy, the expansion strategy would be adopted. It is also necessary, or else the business may suffer after some years of operation (Jiang, Holburn & Beamish, 2016). This strategy could be carried out by forming strategic partnerships with other businesses.  

The new enterprise will use differentiation instead of any other generic strategy. Differentiation provides innovative products in an already crowded market (Zehir, Can & Karaboga, 2015). In the long run, the company will continue to operate as a firm that provides creative and fresh organic meals.

Below are mentioned the objectives for the new business:

  • To obtain sales of $350K within the first year.
  • To maintain the cost of personnel lesser than $300K in the first year and then lesser than $400K in the second one.
  • To turn into a lucrative venture by the second year and achieve 7.5% profits.

Functional strategies are a combination of plans that will aid in the achievement of the venture's long-term and short-term objectives. A strategy for attaining success in marketing and promotional competence is required. Furthermore, there is a requirement for high-quality client service. Separate functions, like those listed below, will be used to separate functional strategies: 

The motivation of employees would be a major worry for the company due to the high level of job pressure. Staff will be rewarded for their hard work with a fair base salary and a bonus payment. Employee attrition shall be avoided to the greatest extent practicable by the company. Employee retention activities have been identified by management as being beneficial in keeping staff engaged. Employee empowerment will also be part of the system. It will inspire employees to participate in decision-making (Noe et al., 2017). Apart from fundamental HR policies, all of these factors will help keep people motivated at work. 

To advertise the notion, a Facebook page would be built. Additionally, a Twitter handle would be maintained to track client input on service quality. YouTube videos could also aid to spread the word to a billion people in a short amount of time. Prevalent periodicals may also be beneficial. Well-known daily newspapers are another effective technique to reach thousands of residents in days. Providing free vouchers to potential clients may aid in promoting the company on a bigger scale (Fill & Turnbull, 2016). This would also produce word-of-mouth advertising which is critical for an organic business.  

The required materials will be sourced from local vendors, including farmers and secondary suppliers. Given the business's sensitivity to inclement weather, inventory management is critical. Inventory management will rely heavily on the capacity to estimate supply and demand. When supply is predicted to be limited, stockpiling things will be the best option for meeting demand. When there is a large supply of materials, inventory would be maintained as usual (Hugos, 2018). 

Customer perceptions about the business must be understood to deliver a high level of customer service. Customer relationship management (CRM) software may be useful in this regard. This will aid in collecting large amounts of client data that can be accessed in real-time (Nyadzayo & Khajehzadeh, 2016). The sort of data will reveal the patient's culinary choices and whether or not they are pleased with the service.

All employees are provided with the federal minimum wage within the Fair Labor Standards Act (FLSA). Workers will also be compensated for overtime work (Colwell, 2019). Employee involvement will be facilitated through various measures, including boosting teamwork in the restaurants and establishing a welcoming work environment for staff. Efforts will be made to build and maintain a successful supplier relationship. An efficient supplier relationship will aid in anticipating anticipated material shortages and solutions to the problem (Chae, Choi & Hur, 2017). The reputation will be branded by providing exceptional customer service in the business and publicizing client feedback to it.

Continuous improvement is required to surmount the presentation hurdles (Hutchins, 2016). To control multiple management challenges, several strategies will be applied. If client satisfaction is poor, the first move toward a remedy would be to obtain as much customer feedback as feasible. Their opinion will assist in determining what issues they encountered while in the restaurant. Genuine problems would be attempted to be resolved. In the event of increased attrition, feedback sessions are held to learn about the challenges employees face. Sales data from different years will be analyzed to figure out what's causing the trouble when it comes to dropping sales. If the standard of customer support has slipped, a select group of staff will be summoned in for training. The focus of training would be on helping employees acquire the soft required skills to interact with consumers in a professional manner (Armstrong & Landers, 2018). Employees' use of transferable skills will be evaluated after completing training. They would be given appropriate feedback to improve their weak spots if required.


To summarize, this new enterprise has prospective ingredients in place that would assist it in delivering. According to the report, consumers are turning to organic foods for their health benefits. This is, without a doubt, a healthy tendency for the company. Nevertheless, a shortage of materials might significantly impact the firm. It can happen in the event of inclement weather. The report recommends keeping a close working relationship with vendors and stocking things as needed in all of these situations. To guarantee a fair and ethical business practice, a policy like the Fair Labor Standards Act (FLSA) must be in place.


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