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UBC Undergraduate Research

A strategy prepared for the UBC Alma Mater Society Wang, Matthew; Yuan, Peter; Job, Sarah; So, Sarah


We set out to develop a strategic assessment for how to enhance the AMS Palate business venture. This necessarily required primary research. Our approach to this research was focused on unpacking exactly what had inhibited the incumbent Palate’s success. Our motivation for approaching initial research this way was to uncover any critical steps we could avoid making moving forward. This was to the aim of not inadvertently duplicating any of Palate’s core weaknesses then consequently its lackluster performance. We endeavored to get to the root of the problem. Our strategy is to build upon the AMS’s value proposition of being for the students, by the students. We contend that our proposal for a new business venture incorporates all aspects of a successful AMS establishment. Specifically, we highlight our emphasis on offering value for money in addition to a fun and interactive guest experience, two items identified as important to students. We hope to address poor traffic through the generation of new branding that will appeal to and attract the student body. To prevent low throughput, we propose a streamlined menu that is reflective of a majority of the student body’s dietary preferences. We believe that by being mindful of the student body through every phase of actualizing this project, we will accomplish launching a successful business, and enhancing the AMS’s overall portfolio. Disclaimer: “UBC SEEDS provides students with the opportunity to share the findings of their studies, as well as their opinions, conclusions and recommendations with the UBC community. The reader should bear in mind that this is a student project/report and is not an official document of UBC. Furthermore readers should bear in mind that these reports may not reflect the current status of activities at UBC. We urge you to contact the research persons mentioned in a report or the SEEDS Coordinator about the current status of the subject matter of a project/report.”

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