PROJECT ON DEVELOPMENT OF

NEW BUSINESS

PREPARED BY:

STUDENTS OF
INTERNATIOMAL ISLAMIC
UNVERSITY ISLAMABAD
 Take &
Taste
THE PROJECT OF NEW BUSINESS
DEVELOPMENT

PREPARED BY,

AAMIR HAYAT
& CLASS MATES
PROGRAM,
MASTERS IN BUSINESS
ADMINSTRATION
Acknowledgement
The project was the great learning for us. Practice like this contributes very

much in reducing distance between bookish and practical world.

We have been able to accomplish our project successfully with the blessings

of

Almighty Allah who created this world for the search of knowledge and

bestowed us to complete this task. We invoke peace for Holy Prophet

(PBUH) the most perfect and exalted among and ever born on the surface
of earth and sky. The greatest social reformer who is forever the torch of

guidance and knowledge for humanity as a whole.

We are thankful to our esteemed teacher ”Prof. Adnan Shabir Sb.” who

helps us a lot in making this project comprehensive and guided us very well

throughout the course of marketing and really made these course fruitful

for us. We enjoyed his company during the whole semester.

In last we never forget the praises worth contribution and moral support

each of our class fellows.

Dedication

To our beloved Parents and Teachers who always helped us in

every phase of life.
 TABLE OF CONTENTS

1. Executive summary
2. Situation analysis
2.1.Market needs
2.2.Market Analysis
2.2.1.Market demographics
2.2.2.Market trends
2.2.3.Market growth
2.3.Company
2.3.1.Mission (essential purpose of company)
2.3.2.Product offering
2.3.3.Positioning (what the product is? For whom?)
2.3.4.SWOT analysis
2.4.Competition analysis
3. Marketing strategy
4. Marketing mix
4.1.Product
4.2.Price
4.3.Place
4.4.Promotion
5. Financial strategy
5.1.Breakeven analysis (pay back period)
5.2.Projected sales (3 years)
5.3.Projected income statement
5.4.Projected balance sheet
1.EXECUTIVE SUMMARY
 Introduction of the company:
Company Name:

Our company offers distribution services in Pakistan. Mainly it provide services

to the region of Islamabad and Rawalpindi. It provide services to different
companies like
• Lindt
• Heinz
• Hersheys
Our market need is to cater the different shops of its target market and providing
them these products on time.
product

1.1. MARKET NEEDS:

Take & Taste Corner will be starting its operation in F-8 markaz Islamabad.
Our focus will be on the following areas that are important to our customer.

Customer Care: The customer is the boss. The customers will be impresses
by the standard of customer care they receive.

Take out customers: The number of take out customers has greatly increased
over the past few years. Due to some political instability and terrorist’s threats
the people are now reluctant to dine in rather they prefer to take the food back
home and enjoy with their families. The customers will have access to our
take out at any time of the day.
 Quality food: The customers of Islamabad are very sophisticated and they are
very conscious about the quality of the food. Take & Taste Corner will deliver
the best quality food to its customer.

1.2.MARKET ANALYSIS:

Islamabad is a growing fast food market and the customers are very much
keen for good quality outlets. Some of the features of the market are:

1.2.1.MARKET DEMOGRAPHICS:

Islamabad’s total rural population is 630,000 and its majority

consists of middle class employed people. They are sophisticated
and health conscious people. The culture of the city is a mixed
culture. The people belong to different background Punjabis
account for 65% followed by the Urdu speaking around 10%
Pashto at 10% and others at (Sindhi, Balochi, Kashmiri etc) at
15%.
Our main focus will be the people belonging to the age group of
22-45.

1.2.2.MARKET TRENDS:

In recent years the trend of fast food eat out has greatly increased
in the city and big companies like MacDonald’s and KFC have
also opened their branches. The people are now looking for more
 variety and healthy food. The numbers of take out customers have
increased to a great extent. Take & Taste will try to capture the
market through its healthier environment and outclass customer
care.

1.2.3.MARKET GROWTH:

The first ever fast food was opened in Jinnah Super by the name of
`Black Beard'. It was followed by `Sam', also in Jinnah Super and
`Heaven' and `Point' at Super Market. The three have long closed
down. Food lovers say the opening up of MacDonald’s, KFC and
Pizza Hut, all part of international fast food chains, in recent years
have completed the journey started by Black Beard.

Over the past years the fast food industry has a rapid growth in the
city. It has moved from the upper class to the middle class. Now
majority of the people have access to the fast food outlets and the
prices are also very low.

1.3.COMPANY:

Take & Taste corner will be a partnership company with 4 partners, each
contributing equal amount of capital. A total of 10 employees initially will
work for the organization. The fast food outlet will be located in the F-8
markaz (Ayub Market) Islamabad which is a very famous market of the city.
The area of the store is 720 square feet. Seating capacity for the customers is
around 20-25. Our take away staff will work for the whole day from 9am to
11pm in shifts.
1.3.1.MISSION STATEMENT:
Take & Taste corner is committed to good food, good health and
provide each customer a food experience to set new standards in value,
service, cleanliness and quality.”

1.3.2.PRODUCTS OFFERING:

Take & Taste Corner will offer the all new “Hot burger” which will be
differentiated and superior to competitors. The taste and the juice in
every bite of the food that customers take at our corner will be an ever
new experience.

Burgers are made by the company itself and the stuff used to make the
burger is fresh and sterilized.
French fries are made from fresh potatoes along with a special recipe.
The meat used is Halal and fresh. Frozen meat is avoided as it may not
give our customers the true taste.
Ice cream will be offered in the summer season. For this purpose
company has hired some employees experienced from “Chaman ice
cream Lahore” who will be making delicious ice cream for our
customers.
All present brands of cold drinks in the market are available at the
store.

Dining at “Take & Taste Corner” is a great experience of quality

service along with healthy food and soothing environment.

1.3.3.POSITIONING OF PRODUCT:
 Our products will be positioned in a very special manner. The
customers will know that the product they are eating is great in both,
taste and health.
The products will be developed so that they may be aesthetically
pleasing. Take & Taste Corner will also arrange birthday parties. Our
superior customer service will help us to create long term relationships
with our customers and satisfy their needs.

1.3.4.SWOT ANALYSIS:
The following SWOT analysis gives the strength and weaknesses of
the company and threats and opportunities that surrounds it.

1.3.4.1.STRENGTHS:
• Spacious outlet with clean environment and experienced staff
with great customer care.
• Fresh inputs for the products that keeps the taste alive.
• Great customer service and customer support staff that makes
dining at Take & Taste Corner a great experience.
• High quality product offering that is superior to competitors
in both taste and presentation.

1.3.4.2.WEAKNESSES:

• Take & Taste Corner’s name lack brand equity.

• Very low advertising budget.
 1.3.4.3.OPPORTUNITIES:
• Increasing trend of the customers towards fast food.
• There are three renowned universities and two colleges
surrounding the outlet. Students are a great source of income
for the fast food in Islamabad.
• Different banks and an office of a telecom company’s finance
department which have almost 100 employees.

1.3.4.4.THREATS:
• Unstable political environment of the country.
• Emerging obesity awareness.

1.4.COMPETITION ANALYSIS:

Dainty’s: The biggest competitor for Take & Taste Corner will be this
restaurant.

Mr. Cod: This restaurant also offers good products and has huge clientele.
Although they offer a high range of products but they are expensive.

2.MARKETING STRATEGY:
Our business marketing strategy is to establish a new business in the current market
of Islamabad. Whose competitors are the MacDonald’s and KFC who are providing
the products on high rates, But T&T will come in the market by the additional
packages of products and services for the benefit of customers by providing them
freshest, most creative, health conscious, high quality nutrient food with in the
reasonable price.
T&T Corner will approach the marketing of the offered products in different ways.
T&T will introduce the customers to the offered products at the outlet in Islamabad. It
will also serve as a place where suggestion to improve our products can be gathered.
The T&T will introduce and sale their product to potential buyers from
advertisements by which they can view the details about our products and order.
Outlet will advertise its high quality, freshest, most creative health conscious food
through ads in local newspapers, magazines, and also through the pamphlets. The
products of T&T will be placed in festivals and different occasions by which this will
open the offered product to millions of potential customers and also introduces them
to company’s Phone from where they can order the desired product. Also this may
result in long-term relationships with the customers.

2.1.MARKETING OBJECTIVES:
• Experience an increase in new customers by which more motivation
towards our product.
• Maintain positive, steady, growth each month.
• Generate at least (300,000) rupees in sales per month.

2.2.FINANCIAL OBJECTIVES:

Our priority with customer satisfaction is to improve our growth for each year.

Reducing the variable costs through association with food production.

Reduce the cost through proper training of our employees about growth by
which our budget can increase.

2.3.TARGET MARKET:

The market can be divided into three target populations:

 Individuals: People who want to have delicious refreshment by themselves
including Males, Female, and Youngsters.

Families: A group of people, either friends or a group of relatives who dining

together.

Take Away: People who mostly prefer to eat burgers, ice creams in there
home or at a different location as compare to actual burger outlet.

The T&T Corner customer age is not a compulsory subject, because all age
groups can enjoy at our outlet.

Characteristic of the Target Market:

The most defined characteristics of the target market are

• These areas have a large population consisting of

• Families who have household disposable incomes over Rs.20, 000.
• Many visitors who stay in Islamabad for visit many places.
• Every employed individual.
• Students of the universities & colleges surrounding the outlet.
• T&T Corner arrives at a profile of the primary customer by the
combination of various demographic factors, which are as follows:
• Young professionals who work close to the location.
• Students of different colleges & schools.
• Sophisticated families who live nearby.

2.3.1.STRATEGY:

The single objective is to position T & T Corner as the premier Burger

outlet, OR Area, Commanding a majority of the market share within
five years. The marketing strategy will seek to first create customer
 awareness regarding their services offered, making more customer, and
work for customer attraction.

The message that T & T will seek to communicate is that T & T offers

• The freshest,
• Most creative,
• Health conscious,
• More attractive
• High quality nutrients food
• Reasonably priced, food in Islamabad.

2.3.2.POSITIONING

T& T Corner will position itself as a reasonably priced refreshment

corner. Consumers who appreciate high-quality nutrient food will
recognize the value and unique offerings of T & T Corner. Customers
will be single as well as families.

The products like the

Burgers: will have the freshest ingredients including Vegetables,

Meat, Beef, Chicken, and Mayonnaise.

Ice cream: by the flavor of Almond, Pasta, Tutti-frutti, Vanilla,

chocolate, Pineapple.

Cold drinks: All available brands in the market.

The product will also be developed to enhance presentation; and

everything will be more likely pleasing.
 Communications Methods:

T&T corner’s offerings will be communicated through a variety of

methods.

• By Pamphlets.
• By Banners around commercial areas
• By Ads given in local newspaper & magazines
• By distribution of leaflets to attracts people.
• By sign boards

This will be particularly effective because these are the popular

methods consulted when people are looking for things to act.

Take & Taste Image as an Employer:

Employees, play a vital role through their performance behavior. We

will provide the best employment experience to our employees for
achieving the goal of world's best quick-service refreshment outlet
experience to our valued customers.

Our commitment with employees like as,

“We value you, your growth and your contributions”

Five Principles guide our Commitment:

Learning, Development and Personal Growth: Employees will have

the opportunity to advance in skill, contribution and career level
through coaching, training and feedback.
Resources to Get the Job Done: More surety of comfortable place
work with access materials, equipment and information will provide
for job.

Recognition and Respect: All employees will have better dignity &
respect for more contribution of business success.

Values and Leadership Behaviors: Every employee will listen

&communicate freely & honestly for the interest of all other people
including (customers, owner, and suppliers)
Total Compensation: Pay and Rewards program follows a "Pay-for-
Performance" philosophy, the better results produced by employees,
the greater pay opportunities.
3.MARKETING MIX:
3.1.PRODUCT

Our primary offerings would constitute the following items

Burgers

French fries

Ice-cream
 Shakes
Take & Taste will constantly bring innovations in its products. New range of
burgers with variants will be introduced to retain customer interest. Besides
new items will be frequently launched based upon the customer taste.

3.2.PRICE
Take & Taste will charge normal price prevalent in the market. Our strategy
would be to charge a lower price affordable to greater number of customers.
So we could attract more customers who can’t afford the prices offered by the
competitors of Take & Taste. Besides we will offer the products of various
price ranges.

Special discounts will be offered on:

• Family Purchases & Big Orders
• Membership scheme will be available to the customers so that they will
get up to 20% off on their purchases exceeding Rs. 1000.
• Routine Customers will also be entertained by special Discounts.
 PRICES OFFERED AT TAKE & TASTE

Items Prices
BURGERS Rs.
Chicken Cheese Burger 100
Chicken Burger 95
Beef Burger 85
Mayonnaise Salad Burger * 60

FRIES Rs.
Fries Large 35
Fries Mini 25

ICE CREAM Rs.

3 Scoops 105
2 Scoops 85
1 Scoop 50

DRINKS Rs.
Soft Drinks 25
Shakes 45
 SHAKES Rs.
Milky Cream Shake 55
Plain Milk Shake 40
*O UR SPECIALTY

3.3.PLACE
Take & taste will be Located around F-8. It is a densely populate area. It is
surrounded by
• Offices
• Companies
• Universities & colleges
• Shops
• Some of the famous universities, colleges & offices are situated around
Take &Taste, who are our prospect customers
• It is accessible to all the residents around the city. People can easily access
us without the problem of parking.

Place Convenience for Customers

• In the heart of commercial area

• We will provide spacious parking area
• It’s nearby renowned universities
• Easily accessible
3.4.PROMOTION

Take & Taste due to its financial constraints will adopt a small scale
promotional approach. Its main promotional means would constitute the
following:
 • Local newspaper ads
• Pamphlets
• Adds on local cable networks
• Banners around commercial areas
• Personal Contacts
• Promotion is schools & colleges

4.FINANCIAL STRATEGY:
Financial Analysis of Take & Taste Include the following heads,
• Break even analysis
• Projected Sales Statement
• Projected Income Statement
• Projected Balance Sheet

4.1.BREAK EVEN ANALYSIS

A breakeven analysis determines the sales volume, at a given price, that is
required to recover total costs.

Expressed as a formula, breakeven is as follows.

Break even Sales = Fixed Cost / (1- Variable Cost / Sales)

Break even Sales = 27, 44,400 / (1- 8, 40,000 / 42, 00,000)

Break even Sales = 34, 30,500 PKR

The graph of Break even analysis is not possible because this is not a
manufacturing concern in which products to be made.
 TAKE & TASTE
PROJECTED SALES
FOR THE YEAR 2008

SALES PER DAY PER MONTH PER ANNUM

PKR PKR PKR
BURGERS 7,000 210,000 2,520,000
ICE CREAMS 2,000 60,000 720,000
FRIES 1,000 30,000 360,000
SHAKES 700 21,000 252,000
SOFT DRINKS 970 29,000 348,000
TOTAL SALES 11,670 350,000 4,200,000

TAKE & TASTE

PROJECTED SALES
FOR THE YEAR 2009

SALES PER DAY PER MONTH PER ANNUM

PKR PKR PKR
BURGERS 8,750 262,500 3,150,000
ICE CREAMS 2,500 75,000 900,000
FRIES 1,250 37,500 450,000
SHAKES 875 26,250 315,000
SOFT DRINKS 1,215 36,260 435,000
TOTAL SALES 14,590 437,510 52,50,000

TAKE & TASTE

PROJECTED SALES
FOR THE YEAR 2010

SALES PER DAY PER MONTH PER ANNUM

PKR PKR PKR
BURGERS 11,815 354,375 4,252,500
ICE CREAMS 3,375 101,250 1,215,000
FRIES 1,690 50,625 607,590
SHAKES 1,180 35,440 425,250
SOFT DRINKS 1,630 48,960 587,160
TOTAL SALES 19,690 590,650 7,087,500
SALES CHART:

8000000
6000000
Years
4000000
Sales
2000000
0
1 2 3
Years 2008 2009 2010
Sales 4,200,000 5,250,000 7,087,500

PROFITABILITY CHART:

profit

4000000
profit
3000000 2010
2000000 profit 2859525 profit
profit 2009
1000000 1470000
2008
0 615600
2008 2008 2009 2009 2010 2010 2011