Feasibility study on opening a successful luxury handmade Welsh chocolate shop in Cardiff Bay.
Cardiff Metropolitan University
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The Welsh Chocolate Shop' will be based in Cardiff and sell luxury handmade Welsh chocolates, depicting traditional Welsh items e.g. daffodil dragon. Located in the capital of Wales it will attract and appeal to the cultural heritage market as well as the leisure and tourism industry. There are no other Welsh chocolate shops in Cardiff the nearest being Carmarthenshire. Local chocolate shops are mainly based in the centre of Cardiff, consisting of Thorntons, Howells and Marks and Spencer, but these all sell Belgian or Swiss chocolates. 'The Welsh Chocolate Shop' will be situated in Mermaid Quay, Cardiff Bay, a location extremely popular with tourists to gain maximum exposure and profitability from the targeted markets. The majority of outlets at Mermaid Quay are restaurants and bars so 'The Welsh Chocolate Shop' will differentiate itself from other attractions and appeal to customers, especially tourists. The proposed business's aim is a "feasibility study into the sustainability of opening a 'Welsh Chocolate Shop' in Cardiff Bay producing high levels of profitability." The objectives to be fulfilled are:- l) Determine and analyse the scope for proposed product through primary and secondary data collection. 2) Design and evaluate the factors affecting the operation of the Welsh chocolate shop. 3) Evaluate the sustainability and profitability of a Welsh chocolate shop in Cardiff Bay. 'The Welsh Chocolate Shop' will have many strengths and opportunities due to its strong Welsh cultural bias, enabling the business to successfully penetrate the chocolate shop market within Cardiff. This will enable the shop to have a unique selling point and a competitive edge against other chocolate retailers in Cardiff such as Thornton's. Long term decision making and excellent business action plans will allow the shop to gain an outstanding reputation. Success of the business will be achieved through a strong marketing strategy, the hard work and motivation of all employees and by the fulfilment of its set aims and objectives. After successfully establishing a Welsh chocolate shop in Cardiff and achieving high levels of revenue, more varieties of products can be introduced to keep customers attracted to business and the expansion of shops or franchises set up in other locations.
BA (Hons) Hospitality Management
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