Executive summary
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Introduction 1. Strategic analysis
2.1 internal analysis
2.1.1 existing mission, objective
Jamie’s Italian was founded in oxford in 2008. Since then it has grown to more than 40 restaurants worldwide, and there are already plans for even more in towns, counties and countries around the word. Their menu and concept are constantly evolving with creativity, simplicity, great quality and genuine passion at the heart of everything. They work hard to find the very best ingredients, which are meticulously sourced from producers, both in Italy and around the UK. And the staff of the restaurant have thorough knowledge of all the dishes that they serve including the personalities and the stories. Jamie’s Italian is designed to be accessible and affordable, a neighborhood restaurant where everyone is welcome and feels comfortable.
And the target of the restaurant is family style, good for business meetings, child-friendly and special occasion dining. Their productions collect with international inspirations including the cuisines of Spain, Italy, Sweden, Morocco, Greece and France (Harriet 2005). In addition, they also have online shopping contains deli, gifts, tableware, ovenware and planks. And the price of restaurant is 20-30 pounds each. The decorative style of the restaurant is “industry feel”, which is design with recycle material by Blacksheep company. According to the statement of senior designer Jordan (2011), the main concept of the restaurant is related to the life experience of Jamie’s. And the director of the restaurant ---- Jamie’s Oliver is an English celebrity chef, restaurateur and media personality known for his foo-focused television shows, cookbooks and his global activity for better food education. 2.1.2 the reviews of Jamie’s Italian
Delaney (2015) reviews that the whole things are felt as familiar and comfortable as a rerun of friends. Perry (2014) states that the group of the restaurant are professional. In addition to these, the reviews which are collected from Trip advisor show that most of the customers state that the food is fine and cheap, but not amazing as they expected. And most of the customers also complain that the queueing time and the serving time that they need to spend are too much, and the environment of the restaurant is too noisy, especially at lunch time, which will make customers difficult to enjoy the food, and some customers also complain the portions of the dishes are too small. The the comments of service from the customers are mixed, which means the quality of the service is not professional enough. For internal, the waiting staff have strong complain about the new tips systems. Rajeev (2015) reports that the waiters of Jamie’s Italian complain they pay money for work, which means the restaurant requires its waiter to pay a 2% levy from table sales they generate on each shift based on the total sales in a waiter’s section, for redistribute kitchen and door staff from credit tips. 2.1.3 Finances

As shown in this chart, the turnover experiences increase from 47,618th to 106,862th between 2010 and 2014, while the profit before taxation and profit Margin underwent a decrease to 3,910th and 3.66 respectively in 2014. It proves that the profitability of this restaurant is not a good trend. By contrast, there is an overall rise from 0.2 to 0.56 between 2010 and 2014 in liquidity ratio. It shows that the liquidity of Jamie’s Italian is being improved which means that short-term debt paying ability of this restaurant is being improved, but it still is a low level (reference). On the other hand, an overall decrease from 123.64% to 98.44% can be seen in gearing (from 2010 to 2014) which refers to the ratio of debt financing is declining, but it is still high level (reference). Besides, the period from 2010 to 2014 witnessed a steady rise (from 1183 to 2588) in number of employees which means that the human cost of Jamie’s Italian increased accordingly. In general, the current internal finance of Jamie’s Italian is not a satisfactory level and it need and it need improve especially in profit growth. 2.1 external analysis
2.2.1 Political
Firstly, the United Kingdom is one of the few developed countries that have political stability and social stability is an important factor for business which can absorb investment. (Research and Matic, 2015). The basic personal income tax rate is 20 percent. Since 2010, the government has started a comprehensive review of the UK tax system, consulting with business directly and have a design of the reforms of taxation which made tax policy simpler and more transparent. As a consequence, the corporation tax rate is currently reduced to 20 percent from 23 percent in 2003 and the report also mentioned that the tax rate in 2010 is 28 percent. I t is obvious that the tax rate now is the lowest it has ever been in the UK (UK trade and investment, 2013). Besides, the pound sterling is a free-floating currency and is easily convertible with other international currencies (Research and matic, 2015).
One the other hand According to Key Limited (2015), supporting tourism potential, improving public health and ensuring consumer safety are key political concerns within the UK restaurants market. It shows that tourism is an essential element which contributes about £115bn to the UK economy in 2010 and the current Government also has relevant policy to enhance this contribution. Guaranteeing consumer safety is another important part although it is a big challenge for UK government. A report about BBC cited into Key Limited (2015) shows that only in the quick-service sector, as many as 33% of Dixy Chicken outlets and 29.7% of Chicken Cottage outlets received such a rating at last inspection. Finally, the government also has policy to promote public health. In 2011 the Public Health Responsibility Deal was launched in order to improve public health through a collaborative approach with large corporations（Public Health Responsibility Deal，2015）.
2.2.2 Economic
UK as the third largest economy in Europe after Germany and France plays a significant role in leading trade and finance. Although in 2012 the economic growth of UK is slowing because of weak consumer spending and subdued business investment, in 2013 GDP increase 1.7% and in 2014, 3%, accelerating unexpectedly because of greater consumer spending and a recovering housing market (The world factbook). In 2014, Inflation rate of UK declines 1.1% by 1.5%, which means that the consuming willingness of people might increase especially in service industry (The world factbook). Secondly the continuously decreasing unemployment rate and the latest data of unemployment rate are down to 5.3 percent (Joana Taborda, 2015), which shows an upturn in economy.
Besides, a report released by market intelligence firm Allegra Foodservice points out that The UK restaurant market is expected to reach £48.2bn in value in 2014 and £52bn by 2017 and they also estimate that the growth rate of the UK Restaurant Market 2014 for the sector will double from 1.3 per cent to 2.5 per cent over the next three years (Michel, M. 2014).

2.2.3 social-cultural
Social and cultural factors influence all aspects of consumer and buyer behavior. According to The world Facebook, the ethnic groups in UK include white 87.2%, black/African/Caribbean/black British 3%, Asian/Asian British: Indian 2.3%, Asian/Asian British: Pakistani 1.9%, mixed 2%, other 3.7% (2011 est.) and the Religions of UK include Christian (includes Anglican, Roman Catholic, Presbyterian, Methodist) 59.5%, Muslim 4.4%, Hindu 1.3%, other 2%, unspecified 7.2%, none 25.7% (2011 est.) It illustrates that UK is a diverse country in races and cultures so people in UK can accept different country’s meals.
Besides, nowadays the lifestyle in UK tends to health. According to a Policy paper (2010 to 2015 government policy: obesity and healthy eating), in England, most people are overweight or obese. This includes 61.9% of adults and 28% of children aged between 2 and 15. Health problems also associated with being overweight or obese. Dietary advice and health fads are being driven by the media within the context of increasingly concern over the global obesity crisis. Consumers are trying to eat more healthily,
Since people recover from the economic crisis, consumers are finding spending ways to add excitement to their life despite strained finances, when dining out, they increasingly pay attention to restaurant experience, they are more demanding on service, to ensure the money that they spend is worth. The restaurant experience including service, flavor, atmosphere. They tend to eat the food that they can not recreate at home, gain the service and atmosphere that is worthy to the money.

2.2.4 Technological
New technology creates new markets and new opportunities for businesses. Recent years, consumption through the internet is popular in UK and Jamie’s Italian offer online booking service (QZ, 2015). So booking restaurant also become more and more popular. Besides, Lauren Horwitz (ref) said that have solidified. The IT trends have been ever-present in CRM (customer relationship management), and they are likely to become even more significant in 2015. For example, through technology like internet customers now have greater access to information, as well as to various forums -- company websites, live chat, social media, self-service options and more -- to get their voices and their grievances heard. As a result, consumers are abler to dictate how they want to communicate with companies, when and where (email, social media, company website and so forth), and what kinds of information they want to receive.
2.2.5 Legal
UK Food Standards Agency (2015) suggests that before starting a food business like restaurant and cafe, the organizer should get in touch with your local authority, register the food business, have a plan of the business, organise waste and recycling collection and then get appropriate training and tools.
2.2.6 Environmental
Sustainable development and food waste are two main points which influence UK restaurant industry. According to MSC research cited in Witts(2015), although 60 percent of UK consumers think restaurants should offer some items about sustainable ,only six percent have seen the relevant eco-friendly items on menus when they go out to eat. And Witts (2015) also mentioned that chef should do something to lead customers to eat sustainable food. For example, it is a good way to combine familiar food with another unfamiliar but sustainable food.
But it is an unavoidable ethical responsibility for restaurants to adopt sustainable policy and deal with food waste is another main part of this. The Environment Agency work with industry to develop their standard rules permit about food waste which cover the temporary storage of food waste before recovery in the right place. Restaurants should be careful about the waste of food and the cost of food waste will increase（Food standard agency,2015）.

2.2.7 Competition
The competitors are the firms who satisfying the same customer needs, the firms whose resource base, technology, operations are similar to those of the focal firm (Czepiel 2012). The aim of competitor analysis is identifying who competitor is and seek more information about to make right strategies. Doyle (2011) pointed out that analyzing competitors including its advantages and disadvantages, strategies, hypothesis, resources and marketing position as much as possible. competitor analysis is huge part in marketing.
The Gondola Group Ltd is a UK company that has a variety of restaurant chains in the UK. Its brands are ASK, Byron, Pizza Express, Zizzi, Milano. The group has toughly 15000 people in over 680 restaurants and is growing. They are located on the high street, in local neighborhoods, in supermarkets, in shopping centers, at retail etc. The average spend per head is between 15 pounds and 19 pounds.
Gondola Group refurbish the Zizzi and ASK with the corporation with young artists for improve the customer experience, and create a local style environment and a unique ambience for individual restaurants to attract young customers, whilst maintaining the Italian design features to be the central of all.
Pizza express offer Leggera pizza range and Leggera superfood salad, which involves baby spinach, beetrrot, letils and light bay mozzarella. It means they focus on offering healthier and lighter options to customers.
Gondola group also increase consumer interaction. Zizzi use digital engagement to improve the customer experience. ASK hold children’s activities with their partner--- Great Ormond Street Children’s Charity.
Byron restaurants make refinement to the core menu, which is supplemented by regular specials to keep the brand fresh. For example, Byron restaurants offer Mo Burger to support November Charity, offer Triple Chessemas to celebrate Christmas.

2. SWOT Analysis Strength * fresh ingredient * on-line service * middle price * individual style of designs of restaurants * celebrate effect * continued innovation on their menu * Health and sustainable food | 2.1.12.1.12.1.12.1.12.1.22.1.1 | Weakness * slow serving * busy and noiseatmosphere * small portions dishes * faulty tips system for staff * the profit before taxation the current internal finance is not on a satisfactory level and it needs to be improved especially in profit growth. The turnover experiences increase from 47,618th to 106,862th between 2010 and 2014, while the profit before taxation and profit Margin underwent a decrease to 3,910th and 3.66 respectively in 2014. | 2.1.22.1.22.1.22.1.22.1.3 | Opportunities | | Threats | | * The client base of restaurant industry is still increased, and expected to reach £52bn in 2017 from £48.2bn in value in 2014 * Government encourage public healthy * People are more concentrate on their healthy, 61.9% of adults in UK are overweight which makes people to be care about their healthy * Consumption through the internet is popular in the UK. * Celebrity charm is a very useful way to market a business in UK. | 2.2.22.2.12.2.32.2.32.2.3 | * many competitors and the competitors are more focusing on the health, unique ambience, improving restaurant experience and improving the interaction with customers. * The Environment Agency updates the standard about food waste which cover the temporary storage of food waste before recovery in the right place. * The consumers pay more attention on the restaurant experience | 2.2.72.2.62.2.3 |

3. TOWS | O | T | S | * The Jamie’s Italian offers health and sustainable foods with fresh ingredient, whilst, consumers are trying to eat more healthily. * Jamie Oliver is a celebrate chef, and celebrate effect is very useful in the UK * Consumers tend to eat the dishes that they can not recreate at home to add excitement to they life, Jamie’s Italian continue innovate on their menu. * Jamie’s Italian offer on-line service, Consumption through the internet is popular in the UK. | * Although the price of Jami’s Italian is not high, just 20-30 pound for each head, the competitors’ prices are lower, only 15-19 pound per head * The designs of every branch restaurant are individual, and combine with the local environment, but the competitors changing theirs to be unique and combine with the elements of local environment. | W | * The client base of restaurant industry is still increased, the finances of Jamie’s Italian is not on a satisfactory level. | consumers pay more attention on the restaurant experience to make their money worthily use. Jamie’s Italian serve slowly, and the atmosphere is busy and noisy. The consumers of Jamie’s Italian have different request of the portions of dishes, however the standard rules about waste food disposal are improved by environmental agency. |

4. NEW Mission and Objectives
5.1 Mission
根据tows分析jamie’s italian的餐厅experience需要被加强，改善自身缺点，从而减弱external environment 对餐厅带来的威胁，与此同时，巩固加强自身所拥有的优点从而迎合external 环境所带来的机会。让餐厅能在竞争越激烈的餐营业市场中脱颖而出。
The Jamie’s Italian restaurant’s mission is to offer our customers with great health taste, quality service and special dining experience; we do these by recommending add-on items that will enhance their dining experience. We strengthen impacts of celebrity chef and attract more and more customers. As the same time, we make people pleased so they want to tell others with excellent comments through fresh, delicious meals and a different experience. During restaurant operation process, implementing periodical evaluation of staff in order to ensure quality services so that customers can gain better enjoyment of eating. Finally, we achieve ongoing development of our products, services, profit and the overall position of market. 5.2 Objectives * increase the speed of service by using the electronic menus in every branch restaurant in the UK in the first half year of 2017. In the second half year of 2016, the branch restaurant in the London complete this project firstly. * Complete the project about adding the boxes in every branch restaurant to provide customers private, peace, and quiet atmosphere, and select and train the boxes waiters for enhancing the restaurant experience in the second half year of 2018 in the UK. * Add different options of dishes’ portions on whole menus of every branch restaurant in the UK to meet the full needs of customers under the circumstance of minimizing the food waste in the first half year of 2017. In the second half year of 2016, the branch restaurant in the London complete this project firstly. * place calorie content on the menus for emphasizing the health concept of the restaurants in the first half year of 2017. In the second half year of 2016, the branch restaurant in the London complete this project firstly. * From the first half year of 2017, the project about Jamie Oliver tour in every branch of restaurant in the UK to cook to the customers in a regular time should begin to conduct. * 5 NEW strategy- Differentiation Strategy
A differentiation strategy is a kind of generic strategy and it try to build real or perceived differences of products or services between itself and competitors. If company use this strategy, the sensitivity of customers for price will be reduced which means that customers can accept premium price because the differentiation (lecture PPT). According to Joseph (no date) an effective differentiation strategy can be used to highlight a business's unique features and make it stand out from the crowd. In essence, differentiation entails using marketing to create the perception in customers' minds of receiving something of greater value than offered by the competition.
Wheelwright (1984, p. 84) suggests that an effective manufacturing strategy does not necessarily provide ideal engineering perfection but on the contrary it must have a fit, “that strives for consistency between its capabilities and policies and the business's competitive advantage”. Jamie’s Italian as a restaurant which is famous for celebrity chef-Jamie Oliver has obvious differentiated advantage compared with other restaurants. It can bring instantly identification and increase customer loyalty. According to Martin (2014) name recognition and customer loyalty can provide ways for a company differentiate itself from the competition. So the functions of it should be strengthened so that more differentiation can be showed and attract more customers.
On the other hand, base our research on his restaurant, the service is a problem needs to be solved imminently. This point can be improved emphatically and even become some unique differentiations to attract customers. In the case of services, the process is the product (Fitzsimmons and Fitzsimmons, 2004). So we can focus on process innovations in services to display our differentiation. 6.1 Strategic Direction and Methods
6.1.1 Strategic direction
According to 1.1.1, Jamie’s Italian is a chain-store restaurant which has 40-years history. It is certainly famous in UK and has occupied certain market share. And Jamie’s Italian has a stable business operation and fixed market segment. The part of 1.1.2 mentioned that the main problem of Jamie’s Italian is the relationship between restaurants and customers. The market directions for Jamie’s Italian now are market penetration and consolidation. Doyle (2011) pointed out that market penetration is a strategic direction where the company focus on the products and markets which are existed. Companies should develop their existing products and markets. Doyle (2011) also mentioned that consolidation is an overview of strategies that using existing products to increase their market share. Jamie’s Italian is a restaurant which is positioned in the mid-market and the main products are its service and healthy food. So the most important work for Jamie’s Italian is to improve their service quality, solve the problem about their food and make a good relationship with their customers so that Jamie’s Italian can consolidation their market and increase their market share in some extent. 6.1.2 Strategic methods
According to 1.1.1, Jamie’s Italian is a chain-store restaurant which has 40-years history. It is certainly famous in UK and has occupied certain market share. And Jamie’s Italian has a stable business operation and fixed market segment. The part of 1.1.2 mentioned that the main problem of Jamie’s Italian is the relationship between restaurants and customers. The market directions for Jamie’s Italian is decided to be market penetration and consolidation. Doyle (2011) pointed out that market penetration is a strategic direction where the company increase market share in exiting markets using existing products or services. Doyle (2011) also mentioned that consolidation is an overview of strategies that the organization set out its plans to concentrate its efforts on existing products and existing markets. Celebrate effect, offering healthy food both are the strengths of Jamie’s Italian, and the slow serving and noisy and busy atmosphere are the weaknesses of the Jamie’s Italian. So the most important work for Jamie’s Italian is enhancing restaurant experience by improving the atmosphere of the restaurants, and increasing the speed of the serving. And whilst, enhancing the celebrate effect, and emphasis the healthy concept of the restaurants can help the restaurant meet the opportunities by using the strength, so that Jamie’s Italian can consolidation their market and increase their market share in some extent.
According to the problems of Jamie’s Italian now, we consider that there two main methods which can support our differentiation strategy: Innovation and internal growth. On the one hand, we put forward two specific methods in innovation which is “box zone”, “adjustment of the menu” and “let Jamie Oliver cook for you”. Firstly, “box zone” is a special zone which is separated from the main lobby and contains several rooms. Because a great number of customers complain the atmosphere of Jamie’s Italian is busy and noisy. So Jamie’s Italian can add an area where people can enjoy their food in a private space so that they can have a quite time and these customers can also have an individual service. Customers can book these rooms by telephone or online before and if people want to have a seat in box, but they should have a minimum charge. The quantity and size of the rooms is decided by the scale of the restaurant. The project about adjustment of the menu is adjusting the menu in three parts: setting different size dishes, using electronic menus and add placing calorie content on the menus. It is because that some customers complain the portions of dishes are small, however, it is hard to change the portions dishes to an appropriate level to meet full needs of the customers, and the environment agency improve the standard roles of waste food disposal, increasing the portions of dishes blindly will increase the waste of food which will increase the cost of waste food disposal, so that setting up different options of different portions dishes for customers is a suitable method. Besides, we put forward that Jamie’s Italian can change electronic menus instead paper menu. The customers can order by themselves by using the electronic menus, and the relevant equipment of the kitchen can receive the order automatically. It means that the servicing can be improved. Furthermore, add calorie content on the menu and this makes people to choose a more right way to eat. One the other hand, internal growth is another method we choose. It also includes two parts: “cultivate staff” and “celebrity charm”. The first step is cultivating staff and then put a simple questionnaire on every table to encourage customers evaluating the service. Cultivating staff in “box” is also very important. Secondly, as it mentioned before, the found of Jamie’s Italian is a famous chef, Jamie’s Oliver. the project about Jamie Oliver tour in every branch of restaurant in the UK to cook to the customers in a regular time can be conducted to attract more customers.
6.2 strategic implementation 6.2.1 organising and resourcing
A large number of fund are needed to add several boxes with minimum spend threshold in the restaurants for the customers, which prefer private and quiet atmosphere. And because of the boxes have minimum spend threshold, the quality of the service need be ensured. So that firm need to select several waiters to do specific training, which also need costs. According to the financial statement in the appendices shows that the restaurant is at the profit condition, so that the strategy can be financed from the profits at first, then set the price of the minimum spend threshold by the principle of profit maximization, and use the profits from boxes income to fill the previous costs. And the strategy about designing different portions of dishes with different prices for different demands of customers needs the fund to change the menus. The menu costs are also from the profits of the restaurants, then using the profit from the new strategy to fill the outcome.
Jamie’s Italian is a chain restaurant, although the Jamie Oliver is a celebrate chef, but the chefs in every branch restaurant are staff. The restaurants can organize an activity about Jamie Oliver tour every branch restaurant and cook for the customers in a period. So that lots of people or fans will attend the restaurant because of Jamie Oliver, the income of the firm can be increased.
The last strategy is about improving the service to build better image and maintain the customers or attract new customers. It need firm trains the shop managers first, then asks the shop managers to train their own waiters respectively. after training period, mystery customers will be employed to check the performance of the staffs at fixed periods. * The formulation of the coordinating plan is as following First half year of 2016 | Design the drawings of the boxes of every branch | Train the branch managers about improving the quality of the service and how to select and train the boxes waiters. | Select and buy the electronic menus | Second half year of 2016 | Renovate 3 London branch restaurants and the branch restaurants in Richmond, Kingston, Essex,Kent, Surrey, | Ask branch managers of the first batch of branch restaurants select and train the boxes waiters. And ask every branch manager begin to train their own waiters about improving the service quality. | Begin to install the electronic menus in the UK branch restaurant, upgrade the content of the menu, and begin to use them | First half year of 2017 | Complete the renovation of the first batch of the branch restaurants. Renovate other three London branch restaurant and the branch restaurant in Herts, Tunbridge Wells, Bucks, Gatwick, Reading. | Ask branch managers of the second batch of branch restaurants select and train the boxes waiters. Ask the shop managers conduct questionnaire which is about the service satisfaction to the customers. | Begin the project about Jamie Oliver tour every branch restaurant for cooking to the customers at a regular time. | Second half year of 2017 | Complete the renovation of the second batch of the branch restaurants Renovate other 3 London branch restaurants and the branch restaurants in Brighton, Portsmouth, Bath, Bristol and Cheltenham | Ask branch managers of the third batch of branch restaurants select and train the boxes waiters. | | First half year of 2018 | Complete the renovation of the third batch of the branch restaurants Renovate the last 2 London branch restaurants and the branch restaurants in Oxford, Cambridge, Cardiff, Birmingham, Newcastle and Exeter | Ask branch managers of the forth batch of branch restaurants select and train the boxes waiters | | Second half year of 2018 | Complete the renovation of the forth batch of the branch restaurants Renovate the branch restaurants in Glasgow, Edinburgh, Aberdeen, Norwich, Nottingham, Liverpool, Manchester, Leeds, Harrogate and York | Ask branch managers of the fifth batch of branch restaurants select and train the boxes waiters | |

6.2.2 monitoring change Background: Performance management, as a high-efficiency method at firm, measure teamwork skill and individual level of staff which is fundamental factor for the success of a company but exist. According to Ashdown(2014) performance management is a major challenge faced by many organizations and gaining the result about those staff probably be reduced. Performance targets: There had three problems one is service far from expectation such as slow food and they do not know how to speak with customers , besides , noisy environment which need to offer special service private booth in Jamie’s Italian and the dish can not feed their mouse, which need to deal with within three months that become performance target . Aim at the weakness of Jamie’s Italian which have main problems referred before(comments from website Tripadvisor).In order to formulate this performance target must on the basis of SMART cake (specific; measurable; acceptable; realistic; time-bounded) that is one of popular way to design performance targets. Using Hogan(2009) identified that no accurately answer what is SMART but if using that without thinking then may not recognize what you want.In terms of this should be based on living example to set a fitting SMART. However , It is important that formulating the performance targets will be a criterion that reach the objective or not. Performance targets as below three parts: Improve service quality: Within 5-10 minutes for serving when chef cook done. If can not on time, waiters need to explain to customers what happen. Training them be politeness and community skill. Emphasize differences: provide a quiet environment(balcony) for those who think that is noise of the customers and change the size demand that are small, medium and large as well as label how many calorie in which E-menu. Reinventing business image: Although nothing scandal in Jamie’s business image, after their bad service or food far from customers’ image that means the business image was damaged. It is important element for help this restaurant to stay viable in a competition market. Control systems: control systems is a system which gathers and uses information to evaluate the performance of different organizational resources like human, physical, financial and also the organization as a whole in light of the organizational strategies pursued. Two types of bureaucracy including enabling and coercive were raised by Adler and Borys in 1996. Withal, Ahrens and Chapman referred to the mandatory use of top-down control method for styling emphasizes concentration and pre-planned. On the contrary, the purpose is to enable employees to use direct inevitable to deal with emergencies at work in one location. According enabling to make the schedule as below: 8-9am Manager apportions different job for staff at morning conference 12:30-1pm Rethink what they done at morning (achieve morning objective) 11-11:30pm Summarize one day at work(what difficult they meet during today and how they deal with the problem in terms of their experience can share with each other.) In this process, manager is very important for responsible them and obtain information directly. However, Harvard Business Review believed that tracking everything doesn’t exist because it is misunderstand for obtain more information and then employee thinking under monitor(2014).Thus,what information should be collected will be a different issue.Using balance scored card is better choice due to it cover more such as environment and service. Moreover, rewards and punishments system boots and restrict the expression of staff. Such as monetary reward can be a means to linked with achievement of the targets(Rablen. 2010). Measurement of performance: Neely(2002) argued that meanings of performance is multiple that including a number or an expression; achieve some thing with goals; a result of operation; some ability to create; compare base on some reference value; compare with expectation; psychological performance; the evaluation from strangers;judgement by comparison.This list lead to measure the performance of Jamie’s Italian of staff. Although these standards maybe not the only one judgement, their should be took account into measurement of performance.Connecting with the restaurant of Jamie’s Italian,few criterions that referred before such as evaluation from customers, which means every time, customers will grade serve of waiters from 1-5(1 is poor and 5 is satisfaction).In addition, a judgement by restaurant manager namely summarize good and bad for all of staff what they done each mouth and according the evaluation of customers to elect the best server.another for financial indicators that mens measuring the profitability.Most growing businesses ultimately target increased profits, so it's important to know how to measure profitability. The key standard measures are four factors including gross profit margin,operating margin,net profit margin and return on capital employed(ROCE).(the team of business information experts from the Board of Trade of Metropolitan Montreal).

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1. Introduction (200) 2. Strategic analysis 3.1 internal analysis (600) 3.2.1 exciting mission, objective 3.2.2 customers 3.2.3 finances 3.2 external analysis (1200) marketing analysis 3.3.4 p 3.3.5 e 3.3.6 s 3.3.7 t 3.3.8 l 3.3.9 e 3.3.10 competition 3. SWOT 4. TOWS 5. NEW Mission and Objectives 6. NEW strategy 7.3 Strategic Direction 7.4 Strategy Implementation 7.5.11 Organizing and resourcing

7. Appendices