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Advertise on the internet efficiently; Prepare for the future sudden changes; (Restaurant, 2011) The report uses SOOT to analyze the restaurants how to achieve the mission. . 1. 1 Strengths The first one is strength; strength focuses on the characteristics of the business or reject team that give it an advantage over others. Strength includes services, environment and different kind of foods that include specialist foods, faultless service and others.

In KOOK-E Name Royals the strength is making people feel comfortable and enjoy a good leisure time in the restaurant. Meanwhile, the restaurant also has other services such as free parking and different payment styles such as cash, debit and credit card (KOOK-E Name Royals, 2011).As a regular customer stated, It has two strengths.

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The first is the menu. It is the only place in Halifax that serves Dakar kali, at least that I know of. They also have some vegetarian options. Many of my friends are vegetarians so the option helps me convince them to eat there.

The restaurant also decently priced. The second strength is the service. The staffs are friendly and attentive. There is a salad bar as well, but I don’t know if that is considered service. Therefore, the food is an important part for a restaurant. If people are vegetarian, they will have much more choice than other restaurants.

Furthermore, the good service is also important for customers and customers usually use their own ways to balance the service. The good customer service is the lifeblood f any business, and it is all about bringing customers back (Ward, 2011). When the boss employs the worker, they need to train their staff to be helpful, courteous, and knowledgeable.

Most importantly, every member of the restaurant staff should have enough information and power to make those small customer-pleasing decisions. The other one to improve the service is listening to customers.Let customer talk and show their responses, such as suggesting how to solve the problem (Ward, 2011). Halifax is a good place for business to create restaurant. The population in Halifax has increased ( Figure 1). Figure Population trend in Halifax Source: Halifax Regional Municipality, wisped. Org Because the population increases, the number of people who will eat outside also will increase. Therefore, the KOOK-E Name Royals chose a good place because there Moreover, the KOOK-E Name Royals still provides free underground parking for customers so it is easy for them when they drive there.

. 1. 2 Weaknesses The second one is weaknesses, which mean characteristics that place in the restaurant at a disadvantage relative to others. One customer said; “l think KOOK-E Name Royals needs to improve its physical presence. This will be difficult.

Currently, KOOK-E Name Royals is located within a mall. People often don’t see it unless they’re coming from Pet’s Boutique. This isn’t helpful because people go to Pet’s to buy groceries or to eat.

They often aren’t hungry or in a position to enter a restaurant following a trip to Pet’s.Similarly, if potential customers come from the other entrance they have to pass two restaurants before they reach KOOK-E Name Royals. These restaurants are Sushi-Name and Coral’s.

These restaurants give customers an opportunity to reconsider their dinner plans. I think this detracts business from KOOK-E Name Royals”. Place is an important part in ups, which means place, price, promotion and product. Sometimes place is a weakness for restaurant or strength. There is an article that shows a business person how to choose location, which is called “Choosing a Location for Your Restaurant”.There are four main ideas to help business people choose places, which are Population Base, Parking, Accessibility and Visibility (Lori Mealy, 2011). 4.

1. 3 Opportunities Opportunity is the third one in SOOT. It focuses on external chances to improve performance (e. G. Make greater profits) in the environment. The KOOK-E Name Royals belongs to Sushi Name Royals, which has six restaurants.

Two are in Beijing, China. Other three are in Halifax, and the last one is in Dartmouth. All of the six restaurants are surrounded by main road the transportation is convenient and quick.In downtown Halifax, there are lots of business and offices, historic areas and buildings, museums and restaurants and nightlife club.

Downtown Halifax is the financial centre of Atlantic Canada. There are many workers in this area. If KOOK-E Name Royals catches some of these workers to eat in their restaurant, they will earn much more. Therefore, KOOK-E Name Royals needs to create some special favorable policies to workers who work near the downtown to improve their total revenue.

Furthermore, Halifax is tourist attractions in Canada. There are severed historic as air, road and harbor.This is a convenience for passengers to come here and go back. Therefore, KOOK-E Name Royals should attract passengers to eat there by advertisement and travel brochures 4. 1. 4 Threats The last one is threats, which focus on external elements in the environment that could cause trouble for the business or project.

When the boss decided to make a easiness for restaurant, they will prepare to meet the challenge. Most threats come from competitors. If the boss formulates a supervising system to manage employees and make right prices, it will help the restaurant decrease the threat from other restaurants.

One customer said: In general, I think the competitors are other Korean restaurants. In particular, I think competition depends on where the customer is coming from. If the customer lives up on Quintillion, I think they’re more likely to attend one of the Korean restaurants on Quintillion (there are two). If the customer lives downtown they may choose to go to E-Pin.

Sushi restaurants may be another type of competitor. Sushi restaurants often serve a few Korean dishes. Thus, if the customer wants a mix of sushi and Korean food, they may choose to go to a sushi restaurant.

There are many on and around Spring Garden There are three major ways in which business people will create an advantage over their competitors; 1. Product identity, quality 2. Balance for price 3. Innovative for new food. (Restaurant Sample Business Plan Outline, 2011) KOOK-E Name Royals will be the only restaurant among all the competition, which focuses low price and supply news goods in different time. Each of the competitors offers at least one specialist food’s selection on their menu. KOOK-E Name Royals has a special section which is called” BBC Buffer. ” The target is to make a customer enjoy the enough BBC in one time.

However, the price for the BBC Buffer is higher than other Korean restaurants. Nobody wants to pay high price to eat the same things in other restaurants. Therefore, KOOK-E Name Royals should balance their price to get a suitable price for them and customers.

Thus, this is threat for KOOK-E Name Royals if they do not balance the price. Moreover, re-check it in the current price for goods to ensure customer’s satisfaction can attract more customers. 5. Conclusions KOOK-E Name Royals is a new restaurant in Halifax. The report provides some information to show where the restaurant is good and where it needs to improve.

The factors analyzed in this report are strengths, weaknesses, opportunities and threats. The report addresses location, service and special food, competitors, and advertisement. KOOK-E Name Royals product and service are the strength. When customers come, they can get good service from waiters. But KOOK-E Name Royals is in downtown Halifax where are lots of offices and many. Moreover, this is a good place for passengers to shop in downtown. In the lunch and dinner time, the KOOK-E Name Royals can provide food for these people.

Advertisement is a best way for restaurant to promote themselves.

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