The Proposal

Abstract: This is survery based research which is based on questionnires. The purpose of this research is to open mini market in pakistan. This is quantitative based research. SPSS software will be used for the interpretation of the results getting from the questionnaires. This is Pakistan based research so respondants will be only Pakistani people. Introduction: This research is based on the brand extension. Brand extension mean that any company or firm increase its products (Keller). This is the reseach which deals with the absence of mini markets in Pakistan. Pakistan is a country where population is very high (CIA) but because pakistan is a under developed country thats why there is no such a market which represents masses and middle class. The available markets are limited to the high class due to their high prices. Inflation rate is very high in Pakistan so prices are very high but people can not afford these prices. This is the research for opening mini market in Pakistan.

Literature Review Mini Market Concept very small and self service store. Small mart that stays open very late and sell food, cigarettes etc.

Source: Longman Business English Dictionary The Mini market concept the end customer with easy access to quality food product almost around the clock. These small retail shops are close to their customers. http://www.crawfordsolutions.com Introducing New Product In New Market Diversification is a form of corporate strategy for a company. It seeks to increase profitability through greater sales volume obtained from new products and new markets. Diversification can occur either at the business unit level or at the corporate level. At the business unit level, it is most likely to expand into a new segment of an industry that the business is already in. At the corporate level, it is generally very interesting entering a promising business outside of the scope of the existing business unit. Diversification is part of the four main growth strategies defined by the Product/Market Ansoff matrix:

Ansoff pointed out that a diversification strategy stands apart from the other three strategies. The first three strategies are usually pursued with the same technical, financial, and merchandising resources used for the original product line, whereas diversification usually requires a company to acquire new skills, new techniques and new facilities. (Wilson, Richard & Gilligan, Colin: Strategic Marketing Management, 1992) There are few strategies detailing how to enter new market with new product. Most product managers of expansion stage retail businesses understand the Ansoff Matrix or Product-Market Growth Matrix. Here are few ways you can improve your chance being successful when introducing new product into a new market. Commit to staying in the business for the long term. It is very important to have realistic expectations for the time and resources that your product will need in order to gain market share and be successful. It is also important to realize you may encounter a lot of unknowns and experience unplanned issues. You may underestimate your risks, the competitive landscape, the investments needed, the time required to achieve profitability, and so on. Whatever it is, despite all the planned and unintentional obstacles and the patience required in sustaining through such happenings, the management teams need to be committed in their efforts and in their admittance to financial support for the long term. (Dennis, 2001)

Find ways to quickly get a grasp of market requirements: Being a newbie in the market, you need to quickly acclimate yourself to the needs of the new customers, to the competitors in the market, to the industry language. One of the easiest ways to do this is to hire employees who already have experience in the target market. In addition, other ways include doing targeted market research, attending trade shows, being part of industry associations and partnering with other companies in the industry all of which will get you up to speed and help you get through the initial learning phase quickly. (Aaker, 2001)

Offer a whole product solution: Dont just introduce the product, but besure to offer supporting integration services, swift pathways, other offers and so on, that your customers will need in order to feel like they are getting the expected return on their investment. You can also enlist the companies you partner with to provide the different elements in the whole product creation. Get your consumers to trust your product: Consumers tend to always be more trusting of established players in the market, which is why, despite having a great product, you may still have some difficulty acquiring the market. Besides a targeted market strategy and email blasts, there are two other ways of establishing believability: firstly, by establishing and publicizing success with important reference accounts; secondly, by partnering with other companies that have already earned credibility in the market. http://billingswebsite.com Competition In The Global Business

You know that competition is tough and you need to pull up your socks for your survival or else get doomed. The better way to compete is to continuously improve your product at home and expand it to foreign market. Although companies enter and compete in foreign markets, the risk are high: huge foreign indebtedness, shifting borders, unstable government, foreign exchange problems other barriers. Still we argue that companies

selling in global businesshave no choice but to internationalize their operations. To do this they must make series of decisions. Deciding Which Market to Enter In deciding to go abroad, the company needs to define its marketing objective and policies. What proportion of foreign to total sales will it seek? Most companies will start with small when they venture abroad. Some plan to stay small: others have bigger plans. http://www.scribd.com Introducing Mini Market in Pakistan Mini market concept is some how new for the people of Pakistan. Pakistan is one of the developing country with high population rate. We are going to introduce mini markets in Pakistan through partnership with gaint investors. There are several people who want to invest in the retail sector but having no proper, innovative or profitable idea. Mini markets can be owned by having merger between mini market and any renowned retail super store, for example Imtiaz

super market. Merger with super stores like Imtiaz super market and other give helpful hand and profitable platform in introducing mini markets in Pakistan. Reasons of Preference of Mini Market in Pakistan There are several reasons for introducing pure concept of mini market in Pakistan such as provide quality products at low prices, easy availability, large range of product and rapid delivery system. The basic reason or the point of difference of mini markets apart from other super market and hyper market is to provide cheap and relaible product for the people belong to every social class, not restricted for retailers or wholesalers only as other super stores do. Analysis of Customer Satisfaction In Mini Market Customers must be satisfied, because if they are not satisfied will leave the company and competitors into customers, this will cause a decrease in sales and in turn will lower earnings and even losses. To win the competition, companies must be able to provide satisfaction to its customers, for example by providing products of better quality, lower cost, faster delivery of products and services better than competitors. Bad quality product, high price, slow delivery of products that could make customers dissatisfied. http://papers.gunadarma.com Basis on which Existing Stores Open in Pakistan Vision & Mission

The mission statement of existing super stores is the distribution of products with excellence in price, qualityand variety to professional customers, offering them advantages and opportunities of growth. Makro Cash & Carry is the leading cash-and-carry wholesaler of food and nonfood products inAsia and South America. At present we are located in 5 countries in Asia and 4 countries of South America with a total of 172 stores. Makro employs more that 15,000 people and serveshundreds of thousands of professional customers everyday, resulting in an annual turnoverexceeding 4 billion Euros.Makro is a high volume, low cost - low price, no frills Cash & Carry Wholesaler, selling toregistered professional customers a full range of food and non-food products, withcommunication solely based on direct mailing. The core customer base is the retailer, catererand professional in the service sector. Our registered customers are informed of new productdevelopments and promotions through our biweekly Makro Mail

Customer satisfaction Professional customers of all socio-economic segments are important at Makro and all possiblegrowth potential is being pursued for each one of them. Customer Relationship Management isa vital function at all Makro Stores.Dedicated teams at each Store work with the aim of focusing on customer satisfaction, withparticular emphasis on our core customer base.Regular and personalized

interaction with our active customers help them to stay abreast of Makro offers and promotions, while it supports the Company in making improvements to itsfood and non food assortment Quality of Distribution Imported products are often move to distributor or agent who in turn, sells directly to modern retail outlets. Delivery of the product may be direct to retailers or wholesalers. Only few retailers buy directly from foreign suppliers and assume reasonability of logistics. Most imported products are sold to modern retail stores, hyper markets or super markets and wholesalers. Products that moves to traditinal sector face more extensive distribution process. http://www.scribd.com/doc/56239266/Project-on-Macro-Pakistan Problem Formulation The purpose of this research is to introduce mini market having a large range of products belong to every aspect at cheap price that is easily available to people belong to every social class not for retailers or wholesalers only. In Pakistan, stores are made only for the social classes and those retailers now forgot about the masses. This research will open new horizon for investors to invest in the retail market which will specifically made for the middle class and lower class. This research will open the new doors for employment opportunities for the local as there is situation of unemployment. This business will raise cash flow in paksitan and will attract many new companies in pakistan as well. This research

will increase market share as there are variety of products available under one roof which will enhance people to spend money and increase cash flow. This research will arise customer satisfaction towards retail market as quality product are available to middle as well as local class at reasonable price related to every aspect.

Hypothesis and Objectives Hypothesis H: There is no relationship between products range and success of mini market. H1: There is relationship between products range and success of mini market H: There is no relationship between price of product in the success of mini market. H2: There is relationship between price of product in the success of mini market Objectives Relationship between products range and success of mini market. Impact of cheap price in the success of mini market. Encouraging investors to invest in this sector.

Significance of Study The importance of this study is to introduce mini market in Pakistan which own brands and brand of other companies. This study allow investor to invest in retail

sector and help to introduce mini market contain large variety of products for the locals at discount rates. This study open door for employment for qualified personel at management level and for personel related to labour class as well. This study really helpful to the economy of Pakistan as, mini markets in some areas will operate 24hours service, which provide quality product on competitive price to get consumer satisfaction at certain level toward your brand. Research Methodology This is a quantitative reaserch, the purpose of this research is to introduce mini markets in Pakistan which will operate one window operation in retail sector, which will be beneficial and fruitful for the middel class and local resident. The data will be collected through questionnaire which will be relavant to the quantitative research method. Questionnaire will be solved by 200 respondants belong to every walk of life. After collecting data from various respondants it will be arrange in a particular manner and entered in SPSS software. In SPSS software we use some statistical tools and techniques for interpreting data to get true and best results. Sample will be collected specifically from the visitors who used to do shopping from various mini markets to get good results. The sampling technique is convenience based technique. Validity and Relaibility For validity we choose following point from the related theory:

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Commit to staying in the business for the long term Find ways to quickly get a grasp of market requirements Offer a whole product solution Get your consumers to trust your product These points are relevant to the theory which we are selected for testifying our research. For realibilty we use SPSS software in which we use some statitical tools and techniques for interpreting data to get true and required results. Ethics There will be mutual consent of respondants for solving the questionnaire. The response will be use only for research purpose. Answeres of respondants will be keep secret.

Resources I will use library for internet pulications, marketing journals, books, articles and latest research and SPSS software for getting appropriate results.

Time Schedual

S. No 1

Tasks Literature review

Weeks 2

Days

11

Questionnaires

1.5

3 4 5

SPSS Completion Review

1 1 5

Limitations Firstly this is Pakistani market based research but researcher is present in UK. In Pakistan there is no concept of mini market. There is limited research is conducted on mini market in Pakistan and only limited article are available to complete the research. Pakistani consumers are mostly unaware of there needs and requirements as there illetracy rate is very high.

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References: Bromley, Dennis B. Relationships between personal and corporate reputation. European Journal of Marketing. Vol 35, No 3/4. 316-334 (2001). David A. Aaker, (2001), Building strong brands, Social marketing book review, vol. 7, no.2, pp 36-40 Day, Georges: Strategic Marketing Planning(nd) Kevin Lane Keller and Donald R. Lehmann, (2006), Brands and Branding: Research Findings and Future Priorities, Journal of marketing science, Vol. 25, No. 6. pp 740-759 Wilson,Richard & Gilligan,Colin:Strategic Marketing Management, 1992 Longman Business English Dictionary http://billingswebsite.com/introducing-a-new-product-in-a-new-markethow-to-be-successful www.cia.gov.com/pakistan http://www.crawfordsolutions.com/uk/customersolutions/retail/minimarket/ Pages/default.aspx

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 http://papers.gunadarma.ac.id/index.php/economy/article/view/7602 http://www.scribd.com/doc/20489579/Entering-Into-New-Market-How-toEnter-Into-New-Market http://www.scribd.com/doc/56239266/Project-on-Macro-Pakistan

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