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Creative

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Plan Of Approach – Research report

Main research question
‘How to spread the mission, vision and values amongst all stakeholders in order to affect the target market most effective?’

Sub-research questions
- What is the level of awareness of the current mission statement amongst stakeholders?
- What are the company’s strengths and weaknesses?
- What are the company’s opportunities and threats?
- How is the target market defined?
- How does the desired business model look like?

Reason for research
There has been quite some big changes the past couple of years within the Fat Duck Company, such as tv-shows, interviews, partnerships and a pressuring competition.
I discovered the main goal of the company shifted the past couple of years. For example, the restaurant The Fat Duck as a three Michelin star restaurant is no more the number one to focus on in terms of the core business and profit. The direction of the company is dedicated and engaged to take a broader view on the market, opportunities and target markets. Therefore, in order to keep this company up and expanding, the mission statement must be clarified throughout all layers of the company and its stakeholders. To deal more efficient with new opportunities the future direction must be bright and well discussed amongst all employees.
Besides a well known mission statement, the company has to overcome some other difficulties, such as the limited space they have to operate in, the sometimes subjective critical view of the media, the company structure, the alignment of a çhefs’ view with the marketing approach, while sticking to the companies best strengths.

Goal of Research
The report will contain an extended view of ‘why’ this is so important, in order to overcome obstacles during the implementation of recommendations. Since a mission statement is all about being transparent to our stakeholders and having all people on the same page, this report will be written accordingly. The report will be accompanied with some tools and theories to support and clarify the statements made in the report, by means of a ‘business model canvas’ amongst other models.

Research approach
This research will contain several topics.
First of all the current mission statement and its perception of all stakeholders will be mapped; secondly the desired situation of the board of directors will be described;
Thirdly, I will conduct an analysis whether the current mission and the execution of spreading it meets the desired situation; finally, I will give my recommendations in terms of a mission statement aligned with the future perspective of the board of directors, including (if necessary) an improved company structure based on a mended business model.

Gathering information and data
Information and data collection will take place by means of in-depth interviews and desk research. Data analysis will be executed according to different models and theories.

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