"The European Union countries take a huge share of lobster and crab consumption in theworld. As shown below, United Kingdom is the second largest country in the EuropeanUnion for consuming lobster and crab after following France and other EU countries. 12% 33% 7% 27% 21% Germany United Kingdom France Belgium & Holland Other Source: LEFRD Statistics for ending 2011 yearAs the United Kingdom takes its place as second in the Europe, London and its West Endplays a key role for lobster and crab consumption in the United Kingdom.This takes place because the awareness of oyster extinction and due to the fact that thanks tofishing farming industry which is booming has been providing an opportunity to catch up thedemand. Therefore, as long as the demand is being satisfied, meanwhile the demand isdeveloping and improving.Therefore, there is a gap in the market because the demand for lobster and crab is developingin daily basis. The answer to the question of if there is market in the gap would be supportedby primary and secondary research appropriately. Our goal is to promote the consumption oflobster and crab and its products in order to protect the interest of customers and theirconsumers. In the market and industry itself, Greek and French lobster and crab takes a huge amount oflobster and crab consumption. According to HMRC (HM Revenue and Customs) statistics forfirst quarter of the year of 2012, Greek lobster and crab is the most favourable among lobsterand crab lovers. There is also a remarkable share of French lobster and crab in the market.8 As indicated below, statistics on Greek and French in other words Green Lobster and crab isthe most favourable against the farming production lobster and crab.Eg data on statistics:Source.....Internetmagazine (2012)..Having said Greek and French lobster and crab takes a huge share from the market, there is agrowing evidence of awareness and ethic issues tend people to consume guilt free oysterlobster and crab such as sustainably grown fishing farms. There are small group of members who involved in the trade of lobster and crab in terms ofsupply and sales in London.? Lobster and crab House & Prunier? Imperial Lobster and crab Ltd? Mattra LtdTaking into account that the objective of this proposal is to import canned lobster and crabinto the UK and supply to its customers in daily basis and fresh. This allows us to see the gapin terms of differentiation that it is the supplying daily and fresh lobster and crab to itscustomers.Primary Research (example)Sufficient time was spent in ascertaining what the representative sample would be and theprimary research was directed toward such a sample of respondents.9 Based on the data collected from 55 survey respondents directly from residents of CurepipeCity last November 22-29, 2011 (See Appendices A & B), Quality of food still tops thepreference when choosing a seafood restaurant. This is followed by cleanliness, price,customer service, ambience, and food choices respectively.Ranking Result of the SurveyConsideration Quality Cleanliness Price Customer Ambience FoodService ChoicesOverall Rank 1 2 3 4 5 6Average Rank 1.60 3.31 3.42 4.09 4.18 4.40The survey shows that food choices is the least consideration that customers have in choosinga seafood restaurant. As shown in the data below more than a third of the respondents rankedrd this category last and nearly 70% ranked it below 3 .On the other hand, the price rankingvalidates the increasing middle class population in the Mauritius.It shows that nearly 70%rd ranked it 3 or below as their considerations for a seafood restaurant.These data confirmsthat having a good quality seafood restaurant with a few food choices at a reasonable pricewould be preferred.Percentage of each Ranking based on Category Quality Cleanliness Price Customer Ambience FoodService ChoicesRanked 60.00% 5.45% 14.55% 0.00% 14.55% 5.45%1Ranked 27.27% 25.45% 18.18% 12.73% 5.45% 10.91%2Ranked 7.27% 20.00% 29.09% 20.00% 9.09% 14.55%3Ranked 3.64% 32.73% 10.91% 23.64% 16.36% 12.73%4Ranked 1.82% 14.55% 3.64% 32.73% 27.27% 20.00%5Ranked 0.00% 1.82% 23.64% 10.91% 27.27% 36.36%6 100.00% 100.00% 100.00% 100.00% 100.00% 100.00%On the same survey of conducted the following questions were asked to explore thepossibilities of having additional facilities in the seafood restaurant: 1. Will you prefer a seafood restaurant with an exclusive videoke room?10 The result shows that 72% of the respondents would prefer to have an exclusive videokeroom and ExclusiveVideokeRoom No 0 27.27% Exclusive VideokeRoom Yes Yes 72.73%No 2. Would you prefer a restaurant with a function room where they can have a companymeeting?82% confirmed they would prefer a restaurant with a function room where they can have acompany meeting.FunctionRoom No 0 12.73% Function Room Yes No Yes 87.27% Considering the findings in the research, and using the blue ocean strategy as a strategicapproach in entering the food industry specifically the seafood restaurant sector, this businessventure will emphasize on the things that the customers prefer and less of the things that arenon-essentials for the success of the business venture.11 7 6 5 4 3 Expensive Restaurant 2 Cheap Restaurant 1 Proposed Restaurant 0 By implementing this concept new market segment?s needs will be addressed and the pain forpricing will diminish by removing the non-essentials that add to the cost like complicatedchoices.There will also be adjustments in ambience and customer service to add more valueto the price of the products served. 3.2 Product / Service Feasibility:Publishing industry takes a great part in UK economy. According to a website(www.keynote.co.uk) published report UK publishers sale in 2009 were £12.07bn.Nevertheless, to bring product variation in existing market with new product idea helps toincrease this sales figure in two times. Based on market survey and one to one interviewwebpub.co.uk find few product gaps in current market, UV varnish product is one of them.Webpub.co.uk would like to introduce this product with innovative concept, which will beused instead of film laminated product as environment supportive. On the other hand, customers are looking for shiny and quick turnaround product from apublishing company and they ready to spend a high amount of money for a shiny product toattract their company advertisement in extensive competitive market. UV varnish is a kind ofmaterial which helps a publisher to finish a publishing job overnight and helps a company tosatisfy their customer with low cost. A survey report of publishindustry.com stated that “UVcoating product is approximately 30 percent cheaper then film lamination.?? Webpub.co.ukwants to serve this industry with low price and good quality product.12 3.2.1 Services:As a new publishing company webpub.co.uk will add another value in service. Offeringcustomize design and sizeable publishing materials for the customers who are getting apackage price. From the market research company able to find some information about thecustomers that for publishing their promotional items they need to do design from anothercompany and need to pay fixed amount of money and publish price to other publishingcompany, which also time consuming for them. Based on that webpub.co.uk want to come upa package of design and publish both with a good price. For instance UK biggest publishingcompany publishcarrier.com they only focus on publish and charge high price.3.2.2 Intended for: At the starting period of webpub.co.uk will mainly target sole proprietorship business andreseller publishing business in UK. To diversified company?s income company has identifieda number of business sector, which are require publishing services time to time to operatetheir business in competitive market, namely ? Dance Club? Advertising firm? Educational institute (School, College)? Amusement Park? Restaurant? Social care services etc.Above mentioned individual business do million pound businesses with publishing industry.Thompson (Creativepublisher.co.uk, 2012) mentioned that “each and every month they sellaround £40,000 to education sector.”3.2.3 Novelty Attributes:As a new venture in publishing industry webpub.co.uk always focus on customer demand andrequirement. To satisfy customer demand this company is going start journey with newproduct value and services. Not only customers webpub.co.uk also keep concentrate onenvironment and introduce new product UV varnish on publishing product.Ultra violet varnish (UV) publishing product concept is new in publishing industries, whichhelp customer and a publisher to get good quality product. It?s a kind of liquid coating used to13 "