Case study Ashas is a restaurant chain headquartered in Bahrain and operating in Saudi Arabia and Oman. This popular restaurant chain serves award winning Authentic Indian cuisine. The interior of the restaurant has been featured in the magazines for the Aesthetics. The restaurant not only attract Indians, but also other nationalities who love Indian food as well people who are fascinated by the display of artefacts reflecting Indian culture, dance forms, festivals, and traditions. Ashas was voted as the Diners choice of the year award 2019. It is already being recognized as one of the most successful food businesses in Saudi Arabia. Although being criticized for being expensive and with limited menu options for vegetarians and vegans, Ashas attract Indian food lovers who would not mind spending more for a luxury dining experience. Ashas offers wide varieties of Indian delicacies, beverages, and desserts. For promoting the local businesses, Ashas buys most of the ingredients from Bahrain like milk from Awal Diary, egg from Bahrain Eggs, fresh vegetables from Farmers in Bahrain. However, the exclusive spices and other ingredients are shipped from India. A well-designed website helps you to order your food online, customize your food and book a table etc. Like many other businesses, Ashas had a fall in revenue during COVID 19 pandemic. During the lockdown, when Dine in option was restricted, Ashas started their delivery services through the website ordering and listed themselves on the e- commerce platforms like Talabat and Uber eats. However, the increased in VAT (taxes) that need to be paid to the Govt since January 2022 may cause more issues to the financial situation. Ashas have agreements with only one supplier for the spices and during the pandemic, there were delays in getting the items shipped to Bahrain. Currently they are demanding for increase in the prices of the spices. Ashas is planning to enter the market of Ready to eat meals under the same brand name. Additionally, a partnership deal is signed with a company in UAE and Kuwait to develop a franchisee network. However, not much is known about the success in those markets which already have many successful Indian themed Restaurants.

B.1 SWOT Analysis (8 marks) (A1, A3, C1) Based on information provided in this case, (a) conduct a SWOT analysis of Ashas using the case above only. Identify at least 2 points for each category

Strengths:

Weaknesses:

Opportunities:

Threats:

B.2 External Environment Analysis (8 marks) (B1, C1, C3) The case above discusses several external environmental factors related to Ashas (a) List 4 of them

, (b) giving examples from the case for each and

(c) mention if they are specific or general environmental factors One example has been done for you:

(a) External Environmental Factor

(b) General or Specific environment

(c) Example from the case Customers Specific environment Attract customers who love Indian food. 1. 2. 3. 4.