Establishment of a Vietnamese Restaurant in Rauma, Finland – A Business Idea
Dinh, Tu (2016)
Lataukset:
Laurea-ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016052910585
https://urn.fi/URN:NBN:fi:amk-2016052910585
Tiivistelmä
The market for the ethnic food service industry in Finland, including the port city Rauma, is constantly growing, as a result of the increase in the ethnic population, influences of multiculturalism, and changes in lifestyles and dining habits. Having recognized those practices, a Vietnamese restaurant establishment, may be a good addition to the slow but growing food culture in Rauma. The purpose of this thesis is to provide an overview of important considerations before establishing a restaurant in general and to examine the feasibility of running a Vietnamese restaurant in Rauma. The aim of the author is to visualize this business idea through this thesis work.
The information and knowledge used in the thesis were gathered from books, the Internet and practical market research. The thesis started with theoretical framework, including a seven-step process to start a restaurant business in general, information about Vietnamese food culture, as well as basic information about Rauma city and its market for the ethnic restaurant industry. An-other important part of this thesis is the empirical study which comprised both quantitative and qualitative market research towards the business idea. As a part of the quantitative research, a survey questionnaire was created and distributed to people living in Rauma in order to discover prospective customers’ behaviors, demands and expectations towards the future Vietnamese res-taurant. As a part of qualitative research, the researcher visited four ethnic restaurants which could be considered as competitors in the neighborhood and examined their menus, pricing structures, services and other additional factors to have a comparable basis for the proposed restaurant.
Analysis of the research results mainly revealed that Finnish people, in fact, do have perception, interest and positive attitudes towards Vietnamese food and its future establishment, even though some of them have never been in an ethnic restaurant. This indicates that the business idea of opening a Vietnamese restaurant in Rauma is feasible. In addition, the thesis could act as supportive materials and may be useful for people who are interested in doing business and would like to further study a similar matter.
The information and knowledge used in the thesis were gathered from books, the Internet and practical market research. The thesis started with theoretical framework, including a seven-step process to start a restaurant business in general, information about Vietnamese food culture, as well as basic information about Rauma city and its market for the ethnic restaurant industry. An-other important part of this thesis is the empirical study which comprised both quantitative and qualitative market research towards the business idea. As a part of the quantitative research, a survey questionnaire was created and distributed to people living in Rauma in order to discover prospective customers’ behaviors, demands and expectations towards the future Vietnamese res-taurant. As a part of qualitative research, the researcher visited four ethnic restaurants which could be considered as competitors in the neighborhood and examined their menus, pricing structures, services and other additional factors to have a comparable basis for the proposed restaurant.
Analysis of the research results mainly revealed that Finnish people, in fact, do have perception, interest and positive attitudes towards Vietnamese food and its future establishment, even though some of them have never been in an ethnic restaurant. This indicates that the business idea of opening a Vietnamese restaurant in Rauma is feasible. In addition, the thesis could act as supportive materials and may be useful for people who are interested in doing business and would like to further study a similar matter.