Analysis of Case Study of KAPAI NEW ZEALAND

Analysis of Case Study of KAPAI NEW ZEALAND

Introduction

KAPAI NEW ZEALAND is an innovative Salad Store which was established in August 2004 by two energetic football mates. These were James Irvine and Justin Lester. By profession none was a farmer or businessmen but their innovative ideas, struggle and hard work help them to establish a chain of Fast Food restaurant. These Kiwis has only one concept in mind and that was healthy food as they believe that eating healthy food will not only help people to maintain good physique but it will solve all the problems. They then justified their concept by saying that if a person will eat healthy he will be physically and mentally healthy and this will not only help him to grow but it will also help him to contribute towards the development of the society. While conceptualizing this restaurant they kept in mind the benefit of their customers and their country. Their integrity and loyalty towards their county gave them a competitive advantage over other and also helped them to think differently. While they were in their planning phase they kept in mind that the food should be solely prepared in New Zealand for the Zealanders. They also have to keep in mind the environment and their social corporate responsibility(Drucker, 2012).

Analysis

Kapai New Zealand was an innovative idea which helps the young entrepreneurs to do something innovative which will benefit their people and country. Instead of focusing and mimicking the international chain of restaurants which were present in New Zealand like McDonalds and Subway they created something out of ordinary. They focused on low fat food which will help the customers to maintain their health and provide them with essential minerals and other sources of energy. They not only incorporated their ideas in their restaurant but they also show their thoughts in their logo too(Bessant&Tidd, 2008).

The Kapai owners also focused that their food should not only target the niche market rather they focus on cost controlling so that they can offer moderate price to their consumers. As they believe that healthy food is a right of everyone and everyone should get their rights. While being concerned about the price they set price of their product within the range of 95 cents but once the 5 cents coins were phased out they started to face transactions problems. Therefore they rounded up the ...