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MASTER OF BUSINESS ADMINISTRATION Dissertation Proposal Approval Form
Research Topic:
Critical success factors in the development of Chinese traditional hand-pulled noodle’s market in Auckland
Student’s Name: Ming Wang (Mervyn)
ID No: 20081861
MBA: 88
Table of contents
Background 3
Purpose of the Research 4
Preliminary Literature Review 4
The hand-pulled noodles deal with the basic strategy 4
(a) PESTEL analysis model 5
(b) SWOT analysis model 5
(c) Analysis of Porter's Five Forces Model 6
(d) Analysis Value chain 6
Special Strategy...............................................................................................7
Problem Statement ..7
Research Questions 8
Design and Research Methods of Study 8
Qualitative Method............................................................................................9
Quantitative Method........................................................................................10
Proposed Data Analysis ..11
References 12
1. Background
With the continuously increasing population of Asian residents and new immigrants, and there is a stable amounts of visitors and international students in Auckland. Meanwhile, more and more kiwi people hold attitude as ‘try different things or culture once’, it is the right time to start up a traditional Chinese style of hand-pulled noodle restaurant. Based on the market gap of Asian style breakfast and late snack and combined with well known Lan Zhou hand-pulled noodle with beef and as a magic show noodle make process.
The "hand-pulled noodles with beef" are the unique characteristics of diet of Lan Zhou city my hometown of Gan Su province of China. This traditional diet has a very long history that was created by a cook Ma Bao Zi of a minorities called Hui of China (the Hui are the most populous of China's Muslim peoples) at 1915 it is nearly 100 years longer until now. Thus, the noodelnoodle can only be made by the highly trained cooks, and a good cook can make the process of hand-pulled noodles like a magic show. The visual sample below can demonstrate it clearly.
2. Purpose of Research
Nowadays, there is an increasing demand of healthy fast food due to more attention on food quality in local communities. Otherwise, as mentioned above hand-pulled noodles with beef is a special snack of Chinese food culture which represents the long history of Chinese food and the special skills involved in making noodles. Thus, promoting this special snack in Auckland will also promote Chinese culture. The purpose of research is to identify and analyze in a systematic and methodical way what are the critical success factors and potential risks of the business and what kinds of new product development issues would be faced by this new fast food; this should help find out a workable plan for this new product in order to minimize the risks and maximize the profit margin.#p#分页标题#e#
3. Preliminary Literature Review
According to the purpose of this research there are rich literature references should be applied. Because of this is about new product development; marketing promotion; relevant laws or regulations; and possible new technologies may need for management issues etc. Thus such following strategy tools will be apply to analyze this industry’s external environment, analyze both of internal and external of own business and its competitors, analyze this whole industry’s attractiveness and negatives aspects in market and understand how to shift negatives to positives, and analyze where is the important place which can add value to customers.
(a) PESTEL analysis model
In business food industry area, there are various factors in the external environment that may influence decisions making of the managers of any firms. Such as tax rates, new laws, entry barriers, demographic change and people’s life style changes, etc. In order to analyze these factors we can use the PESTEL model (Gillespie, 2007). This discussed factors between:
The political and policy issues that may effects this business food industry or product.
Does The current macroeconomic situation makes people willing to consume on different food products..
Social factors such as migration flowsSocial factors such as migration flow, if current immigration law makes more new Asian migrants come to NZ..
Technological issues such as innovation in this food industry, for example, the electronic PDA which can help this business place orders quicker.
Environmental issues ask this business review its making process if any chance to cause environmental problem.
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Environmental issues refer to environment protection.
Legal refers to food health and safety.
(b) SWOT analysis model
essay SWOT is another very useful tool to complete an analysis that considered of both internal and external aspects of this foodyour won business and your its competitors, and the industry happenings as well. SWOT standsmeans for strengths, weaknesses, opportunities, and threats. A good SWOT analysis may help clearly identify your this business’s weaknesses and strengths and meanwhile help manageryou think about how to minimize the eaffects of weaknesses and maximizing your strengths. Ideally, you will match your strengths and advantages to take market opportunities and avoid negative effects of threats as much as possible as you can (Kyle, 2002). Thus, use this model to identify strengths, weaknesses, opportunities, and threats of this new product and competitor as well are significant. For example, an important strength of this business is the special skill to make noodles of its chef, but at the same time the special skill not easy to teach to other chefs this may cause this business rely on one or two chefs too much.
(c) Analysis of Porter's five forces model
The five force model is used to take into account the attractiveness of an industry and identify the competitive position of a firm by considering five forces within a market which include the bargaining power of suppliers, the bargaining power of buyers, the degree of rivalry, the substitute threat, the likelihood of new entry (Porter, 1980). #p#分页标题#e#
The research analysis five forces of hand-pulled noodle products can help measure the degree and change of each force need to face and meanwhile identify product’s competitive position among competitors.
(d) Value chain Analysis
The value chain analysis focuses on two kinds of major activities of this noodle business. an organization. First, analyse its is the primary activities which include inbound logistics, operations, outbound logistics, marketing and sales and services. Second, it analyse refers to the support activities; such activities have great meaning for primary activities which include firm infrastructure, human resources management, technology development and procurement. Due to hand-pulled noodle is a new product to local market, thus analysis the value chain of one exist noodle restaurant in Auckland has important meaning for develop this new product in local. Because analysis of similar business can help identify and improve potential linkages between primary activities and support activities to transfer as much value as possible to customers.
4. A Special Strategy in the Development of New Product
As mentioned before make the hand-pulled noodle need high trained chef and the making process of noodle has extremely visual ornamental. It is the important part of this Chinese traditional dish which also represented the original traditional Chinese food culture. Thus, experience the unique Chinese food culture can be a special strategy to development hand-pulled noodle. And this can also increase customer satisfaction. The research wills analysis of whether it will be attractive and effective in future operations.
5. Problem Statement
This research will analyze in detail about management and operations in order to identify critical success factors and problems that the new product may encounter. First, after the PESTEL analysis some problems will occur definitely such as the how big effects of current bad economic situation to this development. And what laws need to follow such as what standards need to be met by food health and safety law and what employment regulations need to be met. Second, after SWOT analysis how to maximize strengths and opportunities meanwhile minimize weaknesses and threats. Third, after five force analyses, it is important to know how to minimize negative forces and maximize positive forces. Four, after analysis of value chain it is very important to find out linkages between each activity and enables to improve it to maximize the profit margin and add more value to customers. Finally, as we know there are big differences between West and East countries especially in the cultural aspect and eating habits. Local people’s food structure is consisting of bread, salad, steaks, pasta. But most eastern people are eating rice, noodles, fried dishes, soup etc. The relevant questions such as is the tastes need to adjust to satisfy Kiwi people’s habits? Or is the original food presentation can be attractive? And whether the nutritional elements match to local’s diet structure and culture. Otherwise, what the price charge would be suitable for most people. So, research will help to answer such questions.#p#分页标题#e#
6. Research Questions
As the research purpose discussed above, it is significant to identify the various critical success factors of management and operations for development of this new product successfully in Auckland. Meanwhile do as possible we can do to minimize potential risks and maximize profit margin in order. Thus, there are some typical aspects that need to be analyzed and discussed:
What are the critical success factors among management and operations activities?
What is the relationship among business objectives, critical success factors and technologies?
What are the development problems in both external and internal business environments of this industry?
What are the major difficult among competitive situations in this industry?
What are the link between pursuing profits and customer satisfaction and how can this be balanced?
How/what products, service standards need to be established?
What kind of human resources problems may have due to unique chef?
7. Design and Research Methods of the Study
In the research both quantitative and qualitative methods will be used to find out the relationship between income, education level, race, new food products acceptance, profit and customer satisfaction in the development new business in Auckland. The questionnaires will be the best and logical choice for collecting information from chooses population. In this research 200 questionnaires will be interviewed both in Lan Zhou city and Auckland. In the qualitative research method, the interviewing will be the major methods. That included face to face interview, emails and phone interview.
7.1 Qualitative Method
The qualitative research looks for the ‘reasons’ but not the ‘how’ of its research topic through the analyze information that unstructured such approaches include interview transcripts, recordings, emails, notes, feedback forms, photos and videos etc. This is applied to obtain insight into people’s behaviors, attitudes, values, desires, culture and lifestyle etc (Ereaut, 2007). Thus, this research will attempts collected for in-depth interview with random sample about 20 people in Queen St in Auckland to find out what is the people really desire from new introduced food of other culture. And other 10 interviews will be selected what are the major problems and critical success factors faced in exist restaurants that has obvious cultural features in Auckland. Five more interviews will be selected information about how to keep food quality and what is the core competitive advantage of hand-pulled noodle from chefs or bosses of exist restaurant in Lan Zhou city.
7.2 Quantitative Method
Quantitative research refers to apply of structured questions to gain information by asking people questions. Compared with qualitative method, quantitative method is objective and the results are measurable, reasoning is logistic and deductive and also can establish relationship among each factors. (uk.geocities.com). Thus, the questionnaire will be designed in structured and in order to gain information from selected group of people which would cover income level, education level, race, degree of new food products acceptance, profit and customer satisfaction. This can help analysis of internal relationship among each factor and help decision making of business’s strategy. 20 questionnaires will be randomly collected from streets, 20 will be collected from email, and 10 will be collected by transcripts in existing restaurants.#p#分页标题#e#
8. Proposed Data Analysis
In the research the combination of primary and secondary data will be used together. The primary data will be come form research of both qualitative and quantitative research. And the secondary data will from published references and some secondary research data. The most important part is that SPSS software will be used to help analysis of collected data. The explanation will also following by each tables or charts.
9. Exposition of Parts
Chapter1 Introduction Introduction of hand-pulled noodles
Chapter2 Literature review Using the strategies to analysis industry and environments.
Chapter3 Research Methodology Both qualitative method and quantitative method will be used to collect data
Chapter4 Data illustrate SPSS method will be illustrated data
Chapter5 Date analysis and conclusion Analysis data which had illustrated by SPSS method, then give summary of the data
Chapter6 Recommendations Give recommendation on how to development this new product in Auckland.
References
Gillespie, A . (2007). Foundations of Economics. New York: Oxford University Press.
Kyle, B. (2002). How Much for Just the Spider? Strategic Web Site Marketing for Small-budget Businesses. Booklocker.com press.
Porter, M.E. (1980). Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York. Free press.
Ereaut, G. (2007). The Qsrinternationa web. From
The iCIBA Web site provides links to a variety of useful sources that display a video sample of hand-pulled noodles RETRIEVED on 16-12-2008 from
The Tastebar Web Site provides links to variety of useful sources that display the pictures of hand-pulled noodles from
essay The Photo time Web Site provides links to variety of useful sources that display the pictures of hand-pulled noodles from
The uk.geocities.com Web Site provides links to variety of useful sources that disscussed about quantitative research from
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