Business Plan

DECEMBER 13, 2014

GROUP MEMBERS
Muhammad Kashif (FA11-BBA-008)
Mubasshar Islam (FA11-BBA-009)
Naqash Arshad (FA11-BBA-010)

Executive Summary
Introduction:
Food Business is an ever green business nobody can live without food. In Vehari the culture of
hotel and restaurant has vastly emerge as a promising business due to the fact that taste of the
people has been changed. Not only the traditional dishes or foods are cooked but the modern
international styles dishes like fast food, Bar BQ, Chinese and many other foreign dishes are
having increased demand. As the population of Vehari is 2.5 Million is increasing at the rate of
10% per annum while the death rate 2.5 % per annum so, the food requirements of this highly
populated city are also rising because the 60% population of the Pakistan consists of young
people, greatly active on social media and greatly inspired and information awareness provided
by the print and electronic media due to this intensive awareness and information there food
taste are not limited to specific geographical area and they also like foods other than the
traditional one So, there food tastes are dominating in market and marketers cannot neglect
current demands.
After extensive research and study of this market situation of Vehari we concluded that great
opportunities exists in hoteling business.

Location Analysis
We propose VME Restaurant 1 KM V Chowk, Luddan Road Vehari. It comprises of area 43560
square feet. The area mainly divided in four parts each consists of 2 canals each part has a
completely different environment from the other parts they are as follows:
1.
2.
3.
4.
5.
6.

2 Canal Desert Area

2 Canal Grassy
2 Canal Mountain Area
1 Canal Under water hall
1 Canal Underground Marriage Hall
2 Canal Children Play Ground and Chair Lift

Other Descriptions:
1.
2.
3.
4.

Male Washroom 1 Marla

Female Wash room 1 Marla
1 Marla Kitchen
3 Marla under Ground Parking (Desert)

Business Description:
Vision:
You feel, we provide

Mission:

To bring together geographical widespread environments, continuously improving customer

services and our products and build a strong position in the customers mind. To meet modern
challenges upgrade the process and services so that we are successful in achieving the customer
value.

Values:
We are here to serve with

Customer Satisfaction
Continues development
Integrity and strength

Objectives:
1. To bring the different environment in single place so that customer can choose the
environment according their feelings.
2. To provide different genres of food and environment to different demographics.
3. To surprise the people by offering fair prices by eliminating the price phobia.
4. To have special focus on the children and women desires.
5. Our Targeted population especially youth
6. To become the most desired place family functions etc.

Market Analysis
SWOT Analysis:
SWOT analysis is key analysis tool for analyzing the potential business its mainly part the
Internal (Strengths and Weakness) and External (Opportunities and Threats) analysis.

Strengths:

Because currently there is no restaurant working on the concept or the business

model as our restaurant so we have first mover advantage.
We have experienced, motivated and committed employees, which is our major
strength.
No one competitor have the hotel that of Multi Environment
Prime Location just 1 km from the V chowk.
Due to our small size we can directly select both quality of food and quality of
employees.

Weaknesses

Less capital
No background History
Less resources

Lack of modern technology

Opportunities

According to the modern market we can concentrate the new cities for this hotel because
of Gap exists in the market.
We have potential expansion in the food variety will lead to both internal and external
benefits that is i.e. Revenues and No of Customers respectively.

Threats

Entrance of the new Competitor

Copyrights cannot be acquired for this idea so any one can copy.
Rising Operating Cost
Government Rules, Regulations and Restrictions e.g. food safety, high taxation, labor
protection, health, sanitation etc.
Maintaining the Sales Volume
Customers having belief that homemade meals are healthier than restaurant.

Marketing Strategy:
As we know that marketing strategy allows you to create strategy better than those of your
competition so, keeping in mind this notion VME also gave primary focus on marketing strategy
Segmentation:
Our main focus on to attract those business people who demand good quality of food that are not
price sensitive. Segments in expatriate students like Punjab College, Agriculture University,
Global University, and Best College and most suitable is COMSATS Vehari Campus.
Business People: People having small and medium size businesses like Retail centers, medical
stores, and Cloth merchants, Garment Stores, Book Centers, Shoes Stores, Printing Shops and
Agriculture related Business.
Civil Society: Teachers, Professor, Bankers, Doctors
Demographics:
1.
2.
3.
4.

Age: Not focus on age limit.

Gender: Male and Female.
Race: All people.
Income: Upper class to Middle Lower class.

Other Social:
1. Lifestyle changes
2. Population shifts
3. Education

4. Trends
5. Diversity
6. Health
7. Living standards
8. Housing trends
9. Attitudes to work
10. Leisure activities
11. Occupations
12. Earning capacity will help in promoting this industry
Targeting:
Our Target Market is the students, business, house hold and all age of customers because foods
are necessary for a healthy brain and healthy body. We provide the best quality of food items to
our customers. In order to achieve the goals of our target we first conduct the research for that.
Positioning.
VME will be a multi environment restaurant providing food items relevant to the
environment i.e. desert, water etc. So, the customers can enjoy not only the environment but also
enjoy the related foods in a relaxed place. We will offer quality foods, best taste and adequate
prices so the customers will have very delightful image of VME in their minds.
Pricing Strategy:
Generally we use price matrix to choose a proper pricing strategy. On the basis
of this matrix we have chosen Penetration strategy in which high quality is offered in low prices
to attract and retain customers to gain market share.

Market Mix:
It includes 4 Ps i.e. Price, Place, Promotion and the Products. Now we will discuss
all these 4 Ps in a concise manner.
Product:
We categorize our food products under the following major banners.
Traditional:
Chicken Karahi, Mutton Karahi, Beef Karahi, Deer & Rabbit meat, Vegetables esp.
Saag, Kari Pakora, Fried Fish, Biryani, Sweet dishes like Kher, Gajeralla, Halwa, Pinniyan,
Bar B Q:
Chicken, Mutton and Beef Tikka, kabab, broast,
Fast Food:
Zinger burger, Chicken Burger, Shwarma, Fries, Russian Salad, Ice cream
Price:
Initially we are offering following prices for the following products.
Place:
We are located 1km away from V Chowk Vehari, so we have a prime location at an
adequate distance from the city in a peaceful and calm environment. So people can enjoy not
only the food but also release the tension in the beautiful and peaceful environment.
Promotion:
For the promotional and advertisements we will use different communication
channels like print media, Local FM radio 99, signboard, broachers, social media especially the
Facebook which is widely used in southern Punjab, word of mouth, direct marketing, event
marketing i.e. offering different deals at different occasions like Eid , charismas etc.,
sponsorships and membership cards for fast food and so on.
Advertised the products through different mediums likes TV, Print media, Brochure and
Pane flex and we are using the pull strategy.
We shall design our Media Ad for various cable system.
We shall make a well colored print Ad for newspaper and for various monthly
magazines.
There will be free product packs for Advertising campaigns in different markets.
Coupons for gifts will be embedded in product packaging
Product will be introduced by giving sponsors to various educational and sports events
Story telling competitions will be conduct in various Universities and colleges

Sales Strategy:
We believe in honesty, fairness and integrity in the business so we will treat all
the customers in a respected way and will make them feel at home. We strongly believe that if
we provide superior value to our customer they will be delighted and a positive word of mouth
will spread in the society. To ensure the effectiveness of our sales strategy we will continuously
get feedback from the customers so that we can improve it further.
HR policies:
HR policies include recruiting, hiring, training, compensation, counselling.
Because we believe that customer is always king and customers not only include external but
also have internal customers like employees. We will ensure hiring, compensation, pay
increments, promotions on merit. To ensure the quality services we will provide adequate
trainings to our employees as well as counselling, if needed.
Organization and Management:
Organogram:

Financial Plan