Comparing the Aura Café and the Lunch Box
The Aura Café
Situated on the High Street of Whitechapel, opposite the tube station,
the Aura café was opened in December 2004. It is a small café owned
and control by a sole owner Mr. Muhammad Ali but well furnished with
around 30 covers, with air conditioning system, a nice interior
decoration and also a non smoking area.
SWOT Analysis of the Aura Café.
Strength
* According to my findings, the Aura café targets mostly the students
from colleges and universities of the surrounding area. The target
market is young college students and therefore seeks to fulfill the
following benefits that are important to its customers:
* More time to relax and have enjoy conversation. And also there is a
wide screen TV with music channel, which basically is a plus point for
the café to have more student customers
* the Aura Café has a nice interior decoration and has more
comfortable seats than the Lunch Box. Moreover there is proper air
conditioning system.
* the Aura café has a smoking and a non smoking area, which is a great
advantage as it attracts both smokers and non smokers
* It also offers internet facilities, printing and fax service. This
aspects attracts more students to the café compared to the Lunch box.
* Finally, the location of the Aura café is one of its greatest
strengths compared to the Lunch Box. As it is located on the High
Street and a few steps from the tube
* station, it is more likely to be noticed by people moving in and out
of the tube station
Weaknesses
* the service at the Aura café is very poor due to lack of staffs.
They have...
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...hreats
* Competitions from the local restaurants that respond to Lunch Box
menus have superior offerings. For example there are two Indian
restaurants and a fish and chips in the same Osborn street.
* A slump in the economy might affect the regular customers of the
Lunch box, as customers might want to spend less of their eating
habits
Conclusion
As requested, I carried out a research work on both restaurants, and
came up with the above strength, weaknesses, opportunities and threats
of the restaurants. By analyzing these areas, I can see that the
Lunch Box is doing better than the Aura café as its services and food
quality is better than the Aura Café. The Aura Café needs to improve
on its weak points and concentrate on the opportunities it has so that
it can have a better competence in the market.
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