Business Coursework - Exemplary Work - Part One

-       INTRODUCTION

Rock ‘N’ Sole Plaice is a café, which is famously known for its affordable fish and chips, however they do provide other foods such as jacket potatoes, onion rings, and drinks (see appendix K2). Although, it is a small business, it still has huge growth potential but it has been held back due to its weaknesses. For instance, they claim that all their food is freshly produced (see appendix F2); however after my observation I would think differently, as most of the food was cold and didn’t look very fresh (see appendix E7). Rock ‘N’ Sole Plaice was established in late 2010 (see appendix F1) by a sole trader, by which I mean it is a business run by one individual. The businesses aim (a stated target for the future) this year is too increase Rock ‘N’ Sole Plaice’s revenue by at least 5% (see appendix F7). The cafe is located in Jumeirah, which is the main residential area in which most British expats reside and it is also surrounded by seven different British schools (see appendix H2, H1). As a result, its target market, (the group of consumers aimed by the business) usually contains expat British students who attend the schools nearby and perhaps their families, it’s hard to specify an age range for their target market as the schools have a range of children attending from the age of 3 to 18, plus many take their families along with them to eat. Although, since most schools surrounding it are secondary schools I would say its target market is children aged between 13 and 18 years old, which is proven by my primary market research in which 90% of my participants were between my target market range (see appendix A1).