What is the sustained competitive advantage of Desi Indian Kitchen multi cuisine dine-in and takeaways

Abstract or Summary

Desi Indian Kitchen Multi Cuisine Takeaways and Dine-in (Dine-in and Takeaways) is a restaurant established at the beginning of January 2018 in Tauranga. The restaurant provides different delicious Indian dishes. The aim of the research is to identify the sustained competitive advantage of Desi Indian Kitchen Multi Cuisine Dine-in and takeaways (Takeaways and dine-in). .In the literature review, I have described Porter’s generic strategy as this applies to most efficient strategies of the corporate world, and describes the facts on which a company may achieve a permanent position in its environment. and how an organisation can pursue competitive advantages across its chosen market. I completed primary research by interview and client survey. I found that 80% of clients says Desi is indifferent, so in that manner there is no competitive advantage. Interviews with the employee made it clear that their main strength is menu and delivering to the client value for money. 92% of clients come to Desi a second time because they get value for money. 66% of clients come the first time because of recommendation by friends. The interview with the employee made it clear that Desi has a good reputation and a fixed number of clients As the result is mixed, based on current information, more information is needed to get clear answers. An interview sample of at least 30 employees is needed. Interview questions will be based on mission, vision and SWOT analysis and how they correlate with the company and the individual employee. Observation was undertaken to understand the strength and weaknesses of competitors. A high number of client orders come from online. There are three services: dine in, take-away and delivery.