Introduction

The topic revolves around the introduction of a new restaurant and delivery of its services in United Arab Emirates based on the demands of the people. The demand for tandoori cuisine is quite high and so to cater the needs and preferences of the people in the global market, a new Indian based restaurant named Tandoor Mahal has been opened. It is basically established to fulfill the needs and requirements of people and sustain in the global business environment (Armstrong et al. 2015).

Main services provided according to the demands for the services

Though the customers in UAE demand different kinds of food items from the Middle Eastern and Asian countries, still  there have been higher demands of tandoori items. The customrs of UAE prefer meat, because it is available mainly due to the dry weather conditions and camel meat is also preferred in certain special occasions. They demand something new and more delicious that can enhance their taste buds and make them shift to some new kinds of dishes made of goat meat and chicken (Diamantopoulos et al. 2014). The UAE cuisine follows the Islamic eating regulations, because of which, there are no such foods that are considered as prohibited in Islam. 

Tandoor Mahal will be newly opened in Dubai to offer some new kinds of fried and roasted meat and fulfill their changing tastes properly. The tandoor food items are not much found in the restaurants of UAE, because of which, the Indian based restaurant Tandoor Mahal will be offering good quality tandoori fish, chicken kebab, mutton kebab, Kadai Chicken, tandoori chicken and many other dishes along with the best Indian desserts including Special kheer, Carrot made halwa and Akhrot halwa. There would also be tandoori prawns, chicken tikka, satay steak and chicken were among the few tandoori special items that would be offered at the restaurant (Hanlon  2013).  Not only the tandoori items be prepared here, but also there will be veg and non-veg thali, Panner Kolhapuri, Rajma Udad and many more. As the customers in Dubai are less accustomed with these new Indian dishes, they will definitely relish it. The restaurant would also offer drinks, though there would be a separate section for offering that (Hassan and Craft 2012).

Some unique additional services

Few additional services that set Tandoor Mahal apart from most of the established restaurants could be free WiFi, exclusive and customized dining services, etc. The customized dining services that would be offered could allow the customers plan the dining place and ambience own self. As soon as the customers enter the restaurant, they would be provided with a TAB, where they could place their orders and get the dishes served within 15 minutes. The restaurant would also offer free valet parking and customers could even make reservations by making the chefs know about the dietary restrictions, based on which, the dishes would be prepared (Hollensen 2015). After dinner or lunch, the service users would be provided by a decorated small wooden box consisting of mints and candies. Online reservation would also be possible.

Types of customers targeted

The different types of customers that are targeted include the healthy customers, children segments, young adults, tourists and even the customer segment who prefer to gain both bar and restaurant facilities at the same time.

Segmentation

The segmentation of market has enabled to divide the market segments comprising of different types of customers by leveraging the resources, utilize the market components to meet the demands of the customers and focus on the healthy customer segment more. The restaurant is new and so it wants to make sure that the customers are provided with good quality and healthy food items to meet their tastes and keep them healthy too (Russell-Bennett, Wood and Previte 2013). The new offerings would be done on the basis of marketing mix strategy to cater the different needs of people in different market segments easily.

Targeting

The tar geting approach could help in evaluating the market segments for understanding the difference between the market segments, accessibility of services by the customers, measuring the size of the targeted segment and identify how much the segment would be capable of deriving good amounts of profit. The targeted market for camel milk could be based on the geographic, demographic and behavioral conditions, because the milk would be used for making various desserts (Ryu, Lee and Gon Kim 2012).

Positioning

The ways by which products offered by the company are designed and a proper brand image is developed would be managed through positioning. The physical attributes and communication process could help in understanding how the customers perceive the brand to compete with other businesses in UAE. 

PEOPLE plan

The business would be managed efficiently with the inclusion of 50 employees at first and it should be increased afterwards. Their job titles would be chefs, manager, beverage and food manager, bartender, banquet manager and tandoor made food makers who would be hired from various continents to enhance the taste and bring something unique and innovative to the food items.  As the currency of UAE is Dirham, so the wages would be paid according to their job roles (Wilson et al. 2012). The chefs, bartender would be paid 2000 Dirham, which is equal to over 35000 rupees. The supervisor would get about 3000 Dirham while the manager of the food and beverages, continental chefs would be paid around 3500 Dirham. The manager of the restraint would be paid over 5000 Dirham which is nearly equal to 90000 rupees in India (Armstrong et al. 2015).

Designing of brand name, logo and creative slogan

The name of the brand or restaurant is Tandoor Mahal and proper trademarks and copyrights are managed. The creative slogan would be “Unique Tandoor items for the taste buds”.

Conclusion

The report was prepared to focus on the starting of a new business, an Indian based restaurant named Tandoor Mahal in United Arab Emirates. The mains services provided were some great and tasty tandoor food items, which were not only healthy but also could make the business sustain in the competitive business environment with ease. Few of the services that could set the restaurant apart from the other established restaurants in Dubai had been free WiFi, online reservation, preparing food according to the dietary needs of the customers, etc. The various kinds of customers targeted had been possible by the STP methods, i.e., segmentation, targeting and positioning. Lastly, a logo was prepared along with a slogan that represented the company’s way of functioning and sustaining in business.

References

Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction. Pearson Education.

Diamantopoulos, A., Ring, A., Schlegelmilch, B.B. and Doberer, E., 2014, March. Drivers of export segmentation effectiveness and their impact on export performance. American Marketing Association.

Hanlon, A., 2013. The Segmentation, Targeting and Positioning model. Luettavissa: https://www. smartinsights. com/digital-marketing-strategy/customersegmentation-targeting/segmentation-targeting-and-positioning/Luettu, 17, p.2015.

Hassan, S.S. and Craft, S., 2012. Examining world market segmentation and brand positioning strategies. Journal of Consumer marketing, 29(5), pp.344-356.

Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.

Russell-Bennett, R., Wood, M. and Previte, J., 2013. Fresh ideas: services thinking for social marketing. Journal of Social Marketing, 3(3), pp.223-238.

Ryu, K., Lee, H.R. and Gon Kim, W., 2012. The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions. International Journal of Contemporary Hospitality Management, 24(2), pp.200-223.

Wilson, A., Zeithaml, V.A., Bitner, M.J. and Gremler, D.D., 2012. Services marketing: Integrating customer focus across the firm. McGraw Hill.