Strengths
Shabestan Restaurant enjoys a pool of qualified staff headed by acclaimed chef Mohammad Hosseini. The success or failure of a restaurant is determined by how better and qualified their staff is. For Shabestan, the restaurant hires the most qualified personnel from all over the world to ensure that the dishes prepared are as per the quality and quantity demanded in the market.
The second strength of Shabestan Restaurant is the wide range of dishes it provides. The dishes have a Persian touch which blends with the culture of the people of Singapore. The blending of the cultural heritage within the dishes gives Shabestan an advantage over the competitors in the market.
Apart from the high-quality dishes served at an affordable cost, Shabestan employs the use of the social media to attract the online users. Clients are able to make an online booking expanding the scope of the restaurant’s market. The other strength that cannot go unmentioned is the reputation and loyalty the restaurant has gained in Singapore. It will take the competing restaurants such as Levant, Kazbar and Bella decades to win the same reputation Shabestan enjoys in the market. Shabestan also has an authentic interior design that is appealing to the eyes. The restaurants are also located in places within the access of the tourists.
Weaknesses
The pricing strategy has been the biggest weakness of Shabestan. The restaurant prices its dishes on a field price with minimal discounts. With the competition higher in the market, most of the restaurants provide discounts to their loyal clients as a way of maintaining them.
Opportunities
Shabestan has an opportunity to spread their branches and invest in other substitute products that will be less costly to prepare. Additionally, even though Shabestan is already employing technology to ensure that it advertises its products and bring their clients closer, they still have a greater opportunity to use the social networks such as Facebook, Instagram, and Twitter to make their products known. Using the social media will be a great opportunity since Singapore boasts the second nation in technological advances. With such advances, it is beyond any reasonable doubt that many people are using the social media whom can be won and made the restaurant’s clients.
The demand for healthy foods is getting in heights in not only Singapore but the world as a whole. People are starting to get concerned about what they consume. Their concerns can be placed to rest when as Shabestan Restaurant is dedicated to offering dishes healthy enough to keep them coming for more. To ensure that Shabestan Restaurant wins and rule the food market, they should see this as an opportunity and invest further in food research.
Threats
The main threat Shabestan Restaurant faces is the eminent competition from other restaurants offering the same Persian cuisine such as Levant, Kazbar, and Bella. Apart from the direct competitors, Shabestan is facing a threat from Rosso Vino and Wine Connection.
Apart from competition, the restaurant market is also facing a lot of challenges including the rising demand to pay the working staff better while maintaining prices of the dishes constant. The cost of preparing a dish is also skyrocketing due to the supplier bargain due to the open market Singapore is witnessing at the moment.
Analysis
BEST is Shabestan’s corporate value. It means that the restaurant is to Bridge tradition with modern cooking, with Excellent services under Standard operations procedures for Top quality products. Basing on the SWOT analysis of the restaurant, they have managed to achieve the corporate value and just need to work on the basic weaknesses and defeat the threats to ensure they rule the market. Without proper addressing the issue of pricing and competition in the market, Shabestan will not be able to rule the market as they wish.
References
Asoff, H.I. (1965). An Analytical Approach to Business Policy for Growth and Expansion. McGraw-Hill New York: Edited 2002 .
Shabestan. (2016). The true Taste of Persia. Retrieved from <<http://shabestan.sg/en/index.html>>
The Insider’s Guide to Singapore. (2016). Levant. Retrieved from <<http://sg.asia-city.com/restaurants/singapore-restaurant-reviews/levant>>
The Insider’s Guide to Singapore. (2016). Shabestan. Retrieved from <<http://sg.asia-city.com/restaurants/singapore-restaurant-reviews/shabestan>>
Tripadvisor. (2016). Shabestan. Retrieved from <<https://www.tripadvisor.com/Restaurant_Review-g294265-d5010628-Reviews-Shabestan-Singapore.html>>
