THE BUSINESS MODEL

4.1 Business Model

BhanchaGhar is a business of ready meal that will provide the best quality of food to the UK people in their home as they want. And, the business will establish the product lines of ready meal of Nepalese Cuisine in the UK market. Here is the depiction of business model of BhanchaGhar:

Table 7: summary of bhanchaghar’s business model

Key partner

 Myself

 Expert

Key activities

Serving best quality of food at home in a prompt manner

Value

proposition

 High quality food

 Customer services

Customer relationships

Customer order by phone call or e-mail and promptly they will serve based on their order

Customer segments

 Male custom ers

 Higher income level custom

Key resource Channels

ers

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 Experts &

advisors

 Marketing

&

manageme nt team

 Machinery, plant &

equipment

 Marketing campaign

 Visit of in- store

 Online marketing

 Offline marketing

Cost structure

From the revenue streams all of the costs, that is fixed and variable costs are recovered

Revenue streams

From the delivery of food at destination

Source: made by author. (Cross and Richey, 1998) 4.2 Core Strategy

Through the identification of core strategy of a business, its sustainability and competitive advantage can easily be understandable. There are three basic elements to identify the core strategy of a business (Finch, 2010): mission of the business, scope of product/market and differentiation basis.

4.2.1 Business Mission

The mission of BhanchaGhar is as follows:

 Providing the best quality of food to the UK people in their home as they want.

 Establishing a brand name by increasing the number of order in the local market.

 Providing improved services to its target market in order to raise the number of order in the local market.

 Developing its employees through the proper training as well as proper motivation (Cohen and Cohen, 1995).

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4.2.2 Product/Market Scope

Recently UK ready meal market is more growing market. This is because of the increase in number of single family as well as their busyness. Moreover, people are so much health conscious as they do no prefer to have fast food.

However, considering the demand and expectation of customers BhanchaGhar is trying to offer its products. Now, BhanchaGhar is trying to offer the product lines of ready meal of Nepalese Cuisine in the UK market. Along with the product lines of ready meal of Nepalese Cuisine different country foods like Japanese, Chinese and Other Asian foods with ready meal item will also be offered by the business.

4.2.3 Basis of differentiation

BhanchaGhar will provide ready meal of Nepalese, Japanese, Chinese and Other Asian foods in the UK market. By his way people can get variation in their tastes. In case of providing foods, they mainly focus on the delivery of quality and healthy foods with rationale price. Again, BhanchaGhar offers its services to its customers throughout 24 hours seven days in a prompt manner. In this concept, it decided to have a good distribution channel to provide services its customers.

4.3 Competitive Advantage & Sustainability

Competitive Advantage & Sustainability of BhanchaGhar can be understandable through the understanding of its Competitive Positioning, SWOT Analysis and its value proposition (Osterwalder, Pigneur and Clark, 2010).

4.3.1 Competitive Positioning

It seems that Bird’s Eye, Tesco, Sainsbury, Iceland and Findus etc. are the direct competitors of BhanchaGhar (Harvard Business Review, 2014).

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Figure 20: competitive strategy of bhanchaghar

Source: Porter’s generic strategies (1985)

BhanchaGhar will provide broad categories of ready meal with a reasonable price, which means it is, will be a cost leader in the market.

4.3.2 SWOT analysis

Table 8: SWOT ANALYSIS OF BHANCHAGHAR

S- Strength W- Weakness

 Efficient management

 Presence of expertise

 Democratic leadership

 Location of the business

 Prompt delivery system

 Proper trained employees

 Diverse menu

 Unavailability of bank loan

 Absence of brand reputation

O- Opportunity T- Threat

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 Innovation of product lines

 Expansion of the business throughout the country

 Rivalry among existed firms

 Competitors strong competition

 Departure of the expertise

 Depression in the economy

4.3.3 Superior Value Proposition

Providing high quality food to customers at their home in a prompt manner is the proposition of BhanchaGhar.

4.4 Resource Needs

Table 9:requirED RESOURCES FOR BHANCHAGHAR

S U P P O R T I N G

A C T I V

Infrastructures  Acquiring loan form bank, attaining feasibility research on product and services, market, industry, organization and financials.

Human Resource Management

 Managing and administrating collector of raw materials, personnel of kitchen, advertising personnel, delivering personnel, job applicants

Technology Development

 Using their own websites can get order

 Using IT systems may ensure the In-time order and delivery as well as consumer research

 Technology based new methods of promotion can be discovered for example, launching mobile applications

Procurement  Purchasing logistics vehicles for

 Controlling the supply chain as well as its quality

 Purchasing equipment of kitchen & bar, ingredients of cuisine etc.

 Attachment with media

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T I E S

 Going green

PRIMARY ACTIVITIES

Providing ready meals at the home of customers

Marketing campaign

Visit of in- store

Online or Offline marketing

Delivery in a prompt manner

Highly customer oriented service

Clean environment

Accuracy of order

Employee training &

motivation In bound logistics Operations Outbound

logistics

Marketing and Sales

Service

Source: made by author.

From the above table, it is clear that in case of operating business of BhanchaGhar, it needs to have such types of resources that may support its primary activities as well as supporting activities (McKeever, 2002).

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4.5 Partnership Network

In the section 2.2.5, it is described who is involved with BhanchaGhar. Actually, it is a sole proprietorship business, where, 60% of financial support will come from bank loan. So, if their occurred any loses in the business, firstly it should meet up the bank loan, then remaining would go to the proprietor.

4.6 Value Deliverables to the Customers

Functional: providing marketing campaign, visit of in-store, online or offline marketing, introduction of technology based new promotional methods (Osterwalder, Pigneur and Clark, 2010).

Emotional: delivering products at desired destination in a prompt manner, and serving 24 hours seven days.

Competitive: competitive strategy of BhanchaGhar cost leadership in nature

Price: Pricing strategy would be competitive and reasonable comparing with others in the industry

Ethics: BhanchaGhar uses different utensils for the cooking utensils of vegetarians & non vegetarians. Religious beliefs are also considered. Local raw materials are used in order to support the local economy (Pinson, 2008).