Ethnic Nepalese Restaurant in Tampere

The main objective of this Bachelors thesis is to create a detailed business plan for an ethnic restaurant in the city of Tampere. The thesis aims to discover the market potential and viability of introducing a new cuisine, momo, in the city. The thesis will analyze the current market situation and what sort of strategy should a new player in the market needs to take in order to maximize the chances of long term business viability. The first part of the thesis introduced the background information on the thesis. It introduces the author’s motivations and aspirations. It also introduces the reader to the research’s structure. The author then delves into the detailed business plan with a focus on the marketing strategy for the restaurant. The focus is on the marketing strategy as the onus is on the new player to make a bold move so that it is differentiated from the old guard and the customer base notices the new player. The author analyzes how the psychological aspects of marketing can be used to improve the chances of attracting the customers. Marketing the restaurant as a lifestyle choice rather than just an eatery is the ultimate aim of the author