STRATEGIC MANAGEMENT (94526)

BUSINESS PLAN ASSIGNMENT

SUBMITTED TO: Sir Adnan Anwar

SUBMITTED BY:
 Nimra Kasbati (59196)
 Shurooque Fatima (59060)
 Sania Saleem (58969)

Sunday, March 12, 2017

BUSINESS IDEA
Our business plan is to open a restaurant inside a bogie in the area Karachi Cantt.
THE I/O MODEL OF ABOVE AVERAGE RETURN
After observing and analysing the market, we have chosen the food industry to work on,
which have potential to grow more and rapidly. We will open up a restaurant in the area
of Saddar, where there is no such restaurant which would provide a proper meal to the
customers. There are only small cafés in that area. We have segmented the market on
the basis of geographic. Our purpose of conducting this business is that area is that
there is no proper restaurant in Karachi Cantt location, so our demand would be high.

 RESOURCES AND CAPABILITIES

Our main resource will be our investment, which we all group members are willing
to invest and take risk. Second main resource or capability is our cooking skills and
secret recipes which we have got from our grandmothers.

BOGIE KI KHATIRDARI
Bogie Ki Khatirdari is the name of our restaurant which we will start inside a bogie in
the area Karachi Cantt. Bogie is a dummy of train which is also used traditionally. The
new structure of restaurant will attract the people of other areas also to visit our
restaurant so that they would have a good and amazing experience of the food or meal.

 AUTHORITY OF KARACHI CANTT STATION

We have visited the Karachi Cantt station in order to analyse the environment. The
Cantt station authority told us that they were looking for someone to open up some
kind of restaurant of meal providing service, to the people coming and working in
Karachi Cantt Station, as there is no such place where people could buy and eat food.

They also told us that they themselves tried to open up the restaurant in the station
but, due to lack of management they couldn’t start. Although they have bought all
the crockery, furniture and other thing which is required to open up a restaurant as
well as they had named the restaurant as ‘Express restaurant’.

When we tried to buy that place, so they told us that they will give us on rent for Rs.
25,000 per month. In this package they also included the furniture and the crockery,
which was bought by them, and was kept useless inside the station.

DIRECT COMPETITIORS
We have segmented the market on the basis of Geographic. We have visited Karachi
Cantt and have observed that there is no such restaurant which would provide a proper
meal to the customers. There are only three small cafés so called “Dhabbas” named

 Tahir Hotel
 In this hotel the menu is chai, paratha, Shami kabab, Chapattis and daal
chawal.
 This hotel charge low price between Rs. 30 to Rs. 50
 Average numbers of people buying their products daily are 30, mainly people
working in that area, for lunch or brunch.
 Some shopkeepers also order tea at their shops.
 Hotel daily revenue is approx. Rs. 1200, and profit of approx. Rs. 500.
 There is only 2 tables in their small congested dine area.
 The place and environment is for local shopkeepers which work in that area,
not for family sitting.

 Agha’s Fresh Juice

 In this shop only fresh juice of Mangos, Pomegranates and sugarcane is
available.
 This stall charge low price between Rs. 20 to Rs. 50
 It is just a stall like shop with no tables or chairs to sit.
 Average numbers of people buying their products daily are 40, mainly people
working in that area or people coming on train station.
 Hotel daily revenue is approx. Rs. 800, and profit of approx. Rs. 500.
 The environment around that stall is for local public or shopkeepers which
work in that area, not for families.

 Quetta Hotel
 In this hotel there is local improper dine with the menu chai, paratha, korma,
tandoor, Shami kababs are available.
 This hotel charge medium price between Rs. 70 to Rs. 150
 The food is not preferred by the customer, because it is not hygienic.
 Average numbers of people buying their products daily are 25, mainly people
working in that area, for lunch or dinner.
 Hotel daily revenue is approx. Rs. 1000, and profit of approx. Rs. 500.
 There is only 4 tables in their small dine area.
 The place and environment is for local shopkeepers which work in that area,
not for family sitting.

 Canteen inside Cantt Station

By survey and asking the authority of Karachi Cantt Station, we got to know that
the canteen does not have opened throughout the year 2017. The authority of
 Karachi Cantt Station hired some people to run their canteen of Cantt Station, but
due to lack of supervisory the people running the canteen left their job and
canteen was closed. People coming to Karachi Cantt Station had to suffer huge
problem, for not having any kind of restaurant or general food store inside the
Karachi Cantt Station.

COMPETITIORS MATRIX GRID

TAHIR HOTEL AGHA'S FRESH JUICE QUETTA HOTRL

QUALITY OF FOOD Medium Medium Unhygienic

ENVIROMENT Worse Low Medium
PRICE Low Low Medium
RESAURANT SIZE Small (2 Tables) Only to stand Medium (4 Tables)
AVERAGE NO. OF CUSTOMERS 30 40 25
VARIETY IN MENU Very small Very small Small
CUSINNE Desi Local types of juices Desi
(3)
REVENUE Rs. 1200 Rs. 800 Rs. 1000
PROFIT Rs. 500 Rs. 500 Rs. 500
 POSITIONING MAP
10
HIGH PRICE

QUETTA HOTEL 5
LOW BENEFITS HIGH BENEFITS
1 10

TAHIR HOTEL

AGHA FRESH JUICE

LOW1 PRICE

INDIRECT COMPETITIOR

CAFÉ BOGIE
 Café Bogie is located at City Station, I.I Chundrigar Road, Karachi, 10 Km away
from our restaurant.
 In this cafe there is traditional dine called dera, with the improper maintenances
and cleanliness.
 The menu includes pizza, Shami kabab and ilailchi chai only.
 This hotel charge medium price between Rs. 70 to Rs. 150
 The food is not hygienic over there, thus people mostly do not prefer to go there
and dine in.
 Average numbers of people buying their products daily are 10-15.
 The major reason behind their less revenue is that the café is in between main
road and there is no way of parking. People have to walk on the road long to
reach there.
  Hotel daily revenue is approx. Rs. 400, and profit of approx. Rs. 100.
 There is only 4 tables in their small dine area.

CUSTOMERS
Shifting demographics and changing lifestyles are driving the flow in food-service businesses.
Busy consumers don't have the time or inclination to cook. They want the flavour of fresh bread
without the hassle of baking. They want tasty, nutritious meals without dishes to wash. In fact,
the rise in popularity of to-go operations underscores some clear trends in the food-service
industry. More and more singles, working parents and elderly people are demanding greater
convenience when it comes to buying their meals.

We have done three kinds of survey 20 sample size each:

1. 20 Questionnaires from people visiting train station to travel from one place to another
and people coming to train station for receiving their family or friends.
2. We have taken interview from20 people that are working in the area of Karachi Cantt
station, and analysed that they are demanding for a restaurants that provide them a
proper meal to them.
3. Thirdly, Interviewed and asked questions from 20 people, through questionnaires from
general public like university, people in offices and people living in the Karachi.
 QUESTONNAIRE FROM PEOPLE VISITING TRAIN STATION

1. How often do you travel by train?

Monthly Occasionally Rarely Once a blue moon

2. Do you travel

Alone With family with friends

3. You are here for?

Travelling Receiving family or friends See off family or friends

4. Which city you are from? _________________

5. What kind of food do you prefer at Cantt while waiting for train?

Proper dine in Snacks Dhaba food

6. What would you prefer while waiting for train or when train stops at Karachi Cantt:
 Eating out in a restaurant in a main city
 Eating in a restaurant nearby Cantt
 Eating in a restaurant you find inside the Cantt

7. When going to restaurant which criteria are important for you(1-6,1 being most
important)

1 2 3 4 5

Restaurant concept
Dining environment
Food quality
Service
Price
Convenience
Family oriented
Kids friendly
Other please specify
8. What style of restaurant would you prefer?

Traditional Homey Modern Mixed Don't mind

9. What kind of dining room you would prefer

Private rooms Casual Relaxed environment Formal dining

10. What kind of cuisine you prefer?

Traditional Fast food Chinese Bar b q Italian

11. How would you prefer food to be served?

Simple Crafted Flavourful

12. How much do you normally spend for per person in a restaurant

Rs. 200-250 Rs. 250-400 Rs. 400-650 Rs. 650-1000

13. Would you spend more money if you find a restaurant nearby while travelling?

Yes No

14. Would you spend more money simply for ambience

Yes No

15. Is it convenient to go outside the station and buy food, while waiting for the train?

Risky Convenient it is okay

 INTERVIEW FROM PEOPLE WORKING AROUND CANTT STATION

1. Gender: Male Female

2. Income: 20000-35000 36000-50000 50000-75000

3. What do you prefer:

Same meal everyday Proper different meal everyday anything

4. When going to restaurant which criteria are important for you(1-6,1 being most
important)

1 2 3 4 5

Restaurant concept
Dining environment
Food quality
Service
Price
Convenience
Other please specify

5. What style of restaurant would you prefer?

*Traditional *Homey *Modern *Mixed *Dhaba style *Don't mind

6. Name three restaurants you visit frequently at working hour

1.
2.
3.

7. Do you like the food there?

Yes No

8. Reason behind your answer of Q 7

Hygiene Environment Cuisine Prices others,
specify ___

9. What kind of dining room you would prefer

 Private rooms Casual Relaxed environment Formal dining

10. What kind of cuisine you prefer?

Traditional Fast food Chinese Bar b q Italian

11. How would you prefer food to be served?

Simple Crafted Flavourful

12. How much do you normally spend for per person in a restaurant

Rs. 200-250 Rs. 250-400 Rs. 400-650 Rs. 650-1000

13. Would you spend more money if you find a restaurant nearby your work?

Yes No

14. Would you spend more money simply for ambience

Yes No

15. Is it convenient to go outside the area and buy/eat food, while waiting for the train?

Risky Convenient It is okay

 QUESTIONNAIRE & INTERVIEW FROM GENERAL PUBLIC

1. Gender: male female

2. Age: 15-18 19-22 23-30 31-45 50 & above

3. Occupation: Student Business Housewife

4. Income: 15k-22k 23k-40k 41k-75k 76k-1.5 Lakhs

5. You mostly go restaurants for breakfast lunch dinner

6. In which area of Karachi you live? _________________________________________

7. What if you get an opportunity to have a restaurant in a bogie in your city?

 You will think to visit
 You will give it a try
 You will love to visit
 It’s nothing new in it

Your comments: ____________________________________________________________________________

8. When going to restaurant which criteria are important for you(1-6,1 being most
important)

1 2 3 4 5

Restaurant concept
Dining environment
Food quality
Service
Price
Convenience
Family oriented
Kids friendly
Other please specify

9. What style of restaurant would you prefer?

Traditional Homey Modern Mixed traditional & modern Don't mind

10. What kind of dining room you would prefer

Private rooms Casual Relaxed environment Formal dining

11. What kind of cuisine you prefer?

Traditional Fast food Chinese Bar b q Italian

12. How would you prefer food to be served?

Simple Crafted Flavourful

13. How much do you normally spend for per person in a restaurant

Rs. 200-250 Rs. 250-400 Rs. 400-650 Rs. 650-1000

14. Would you spend more money simply for Ambience

Yes No

15. Reason behind your answer of Q 14, please specify

 RESULT OF THE SURVEY
 QUESTIONNAIRES FROM PEOPLE VISITING TRAIN STATION:
80% of the people, whom we have asked questionnaires to fill, want our
restaurant to be opened because they find convenient to eat, while waiting for
train to arrive, as it is risky to leave the station and to go out to eat.

RESPONDANT PERCENTAGE

NEUTRA
POSITIVE NEGATIVE POSITIVE NEUTRAL NEGATIVE
L

Variety in menu 18 12 5 90% 60% 25%

Convenient Compared to
16 4 0 80% 20% 0%
other Cafés or restaurants
Uniqueness in
10 6 4 50% 30% 20%
infrastructure
Satisfaction from our menu
9 7 4 45% 35% 20%
meal
Innovation in menu 11 5 4 55% 25% 20%
Spend more for Ambience 9 7 4 45% 35% 20%
Hygienic food 15 3 2 75% 15% 10%
Restaurant concept 16 2 2 80% 10% 10%
Dining environment 8 6 6 40% 30% 30%
Food quality 9 7 4 45% 35% 20%
Service 16 3 1 80% 15% 5%
Price 11 5 4 55% 25% 20%
Convenience while
16 3 1 80% 15% 5%
travelling or visiting
Family oriented 12 3 5 60% 15% 25%
  INTERVIEW FROM THE PEOPLE THAT ARE WORKING IN THE AREA OF
KARACHI CANTT STATION:
70% of the people whom, we have interviewed, told us that they are feed up with
eating all those unhygienic worse food, and they want a proper meal daily, in
their area so that their work is not disturbed.

RESPONDANT PERCENTAGE

POSITIVE NEUTRAL NEGATIVE POSITIVE NEUTRAL NEGATIVE

Variety in menu 12 5 3 60% 25% 15%

Convenient Compared
to other Cafés or 7 8 5 35% 40% 25%
restaurants
Competitors are
providing good 0 6 14 0% 30% 70%
quality food
Competitors are
providing proper 1 5 14 5% 25% 70%
meal
Try other café or
10 7 3 50% 35% 15%
restaurant
Uniqueness in
6 10 4 30% 50% 20%
infrastructure
Satisfaction from our
14 5 1 70% 25% 5%
menu meal
Innovation in menu 14 4 2 70% 20% 10%
Spend more for
5 8 7 25% 40% 35%
Ambience
Hygienic food 14 4 2 70% 20% 10%
Restaurant concept 9 8 3 45% 40% 15%
Dining environment 7 9 4 35% 45% 20%
Food quality 14 3 3 70% 15% 15%
Service 8 10 2 40% 50% 10%
Price 8 8 4 40% 40% 20%
Convenience 6 10 4 30% 50% 20%
Family oriented 2 13 5 10% 65% 25%
  INTERVIEWED AND QUESTIONNAIRES FROM GENERAL PUBLIC:
65% of the people whom we have interviewed and asked questionnaires to fill
had answered that thay would love to have a bogie restaurant in Karachi. They
took our bogie restaurant idea very innovative and unique. Some of them also
said that they are waiting it to be opened quickly so they would have selfie while
eating in that place.

RESPONDANT PERCENTAGE

POSITIV NEUTRA NEGATIV POSITIV NEUTRA NEGATIV

E L E E L E

Variety in menu 9 9 2 45% 45% 10%

Uniqueness in
13 6 1 65% 30% 5%
infrastructure
Satisfaction from
10 7 3 50% 35% 15%
our menu meal
Innovation in
12 4 4 60% 20% 20%
menu
Spend more for
13 5 2 65% 25% 10%
Ambience
Hygienic food 10 7 3 50% 35% 15%
Restaurant concept 13 4 3 65% 20% 15%
Dining
14 5 1 70% 25% 5%
environment
Food quality 10 7 3 50% 35% 15%
Service 13 4 3 65% 20% 15%
Price 14 5 1 70% 25% 5%
Convenience 7 8 5 35% 40% 25%
Family oriented 14 5 1 70% 25% 5%
 SUPPLIERS

As Karachi is the huge city. There is a friendly environment and trust is created which
lead one to take product from one supplier every time. There are many suppliers of very
ingredients needed for preparing menu in a restaurants, therefore the bargaining power
of suppliers are low and we as customers have high bargaining power, as same things
are needed for the home usage. We can take right advantage from these bargaining
powers by asking suppliers to give us good quality of product in cheap prices. As
restaurant owners we have advantage that we can take things in bulk for even in less or
cheap prices.

SABZI GALI-BURNS ROAD

The Chicken supplier is at Sabzi Gali-Burns Road which will provide us Chicken for Rs.
170/Kg if we take 5 Kgs from him daily.

The Beef and Mutton supplier is at Sabzi Gali-Burns Road which will provide us Beef for
Rs. 425/Kg and Mutton for Rs. 650/Kg, if we take 10 Kgs from him weekly.

We are very much sure that these suppliers will provide us Halal good quality meat, as
we are buying from him from the last 30 years for home usage.

MACHI MIYANI MARKET- TOWER

The Fish and prawn supplier is at Machi Miyani Market- Tower which will provide us
Fish for Rs. 400 per Kg.

JABAR TEA-JORIA BAZAR

The Tea supplier is Jabar Tea at Joria Bazar which will provide us black Tea for Rs. 400
per Kg and green tea for Rs. 500/Kg.

LIGHT HOUSE
The Rice, Sugar and Flour supplier is at Light House which will provide us Rice for Rs.
150 per Kg and flour for Rs. 170 per 5 Kg and Sugar for Rs. 65/Kg.

HOOR BAI HAJYARI SCHOOL-LIGHT HOUSE

There are many supplier of the cooking oil but we chose the supplier which is at Hoor
Bai Hajyari School-Light House because we are very sure that this supplier provide pure
ethical, good quality oil, as we are buying from him from last 12 years for home usage. It
will provide us cooking oil for Rs. 650 per 5 kg, which is approx. Rs. 130/Kg.

HAFIZ SWEETS
The Chum chum supplier is at Burns Road which will provide us small Chum chum, used
in dudh dulhari, for Rs. 200/kg.
JODIA BAZAR
There are many supplier of the basic ingredients like pulses, spices etc. but we chose the
supplier which is at Joria Bazar because we are very sure that this supplier provide pure
ethical, good quality products, as we are buying from him from last 25 years for home
usage. It will provide us the following things with the respective prices:

INGIDIENTS PRICE

Corn Flour Rs. 150/Kg

Red Chili Powder Rs. 170/kg
Hot spices Rs. 250/Kg
Salt Rs. 140/Kg
Allo Bukhara Rs. 250/Kg
Garlic Powder Rs. 180/Kg
Chat Masala Rs. 150/Kg
Zera Rs. 120/Kg
Pulses Rs. 120/Kg
Semolina Rs. 160/Kg
Lobia Rs. 140/Kg
Chickpeas Rs.180/Kg
Mustard Paste Rs. 285
White vinegar Rs. 285
Spaghetti Rs. 380
Marconi Rs. 450
Baking Powder Rs. 120
Black Pepper Rs. 110
White pepper Rs. 110
Soya Sause Rs. 140
Chili sauce Rs. 150
Mayonnaise Rs. 140
Ketchup Rs. 200/Kg
Cheese Rs. 250
Mozrilla Rs. 250
Food colours Rs. 150
Coffee Rs. 340
Coco powder Rs. 95
Chocolate chips Rs. 250
Jelly Rs. 30/packet
Zafran Rs. 100
Nutella Rs. 300

EMPRESS MARKET
In Empress Market Saddar all kind of Vegetables, Fruits including Jalapeno pepper,
Bacon bits, Mushrooms and Olives are available at lowest price. This market is 3 Km
away from our restaurant. From here we can buy all the fruits and vegetable daily which
we will need in our restaurant.
HAQANI CHOWK DAIRY
The supplier of farm and dairy is at Haqani Chowk which will provide us the following
things with the respective low prices, if we buy from him daily in large quantity.

THINGS PRICE

Yogurt 110/Kg
Milk 65/Kg
Cream Rs. 350/Kg
Butter Rs. 200/Kg
Eggs Rs. 85/dozen
Bread Rs. 80(large)
Buns Rs. 5/bun

QUETTA ICE DEPOT

Cold drinks & mineral water will be supplied by Quetta Ice Depot at Pakistan chowk. It
is the main supplier of ice-cream, juices, cold drinks & mineral water. It will provide us
products daily on demand on the lowest cost, available in the market.

RESTAURANT MENU

SERVING PRICE

STARTER
Hot And Sour Soup 70
Chicken Corn Soup 70
Chicken Wings With Sauce 300
Green Salad 85
Russian Salad 100
Raita 20
Aloo Bukhara Chutney 50
Nachos 150
Chilli Poppers 225

BAR B Q
Chicken Tikka 150
Seekh Kabab 2 180
Reshmi Kabab 200
Beef Seekh Kabab 2 300
Behari Chicken 2 300
Chicken Boti 180
Mutton Boti 250
Chops 250
Malai Tikka 250
 CHINESE
Chicken Fried Rice 330
Vegetable Fried Rice 300
Chicken Chowmien 400
Chicken Shashlik (Rice) 430
Chicken Chilli (Gravy)-With Rice 430
Chicken Chilli (Dry)-With Rice 430
Sweet And Sour Chicken (Rice) 430
Schezaun Chicken-With Rice 450
Cherry Chilli Chicken-With Rice 450

SPECIALITY
Chicken Cheese Balls 300
Paneer Tikka 350
Chapli Kabab 150

STEAK
Chicken Steak 250
Mexican Steak 500
American Steak 550
Chicken Pepper Steak 350
Beef Pepper Steak 400

SEA FOOD
Fish And Chips 450
Fish Kabab 500

CHEF'S RECOMMENDATION
French Fries 70
Samosa 10
Spring roll 25
Chaat 30
Chicken roll 45
Chicken Karahi 1 Kg 800
Mutton Karahi 1 Kg 1000
Chicken Handi 1 Kg 800
Sabzi 70
Mixed Vegetable 100
Palak Paneer 250
Daal chawal 35
Special Daal 70
Biryani 80
Special Chicken Biryani (With Salad And Raita) 150
Pulao(Chicken)(With Salad And Raita) 170
Pulao(Mutton)(With Salad And Raita) 200
Singaporean Rice 350
FAST FOOD(ALL SERVED WITH FRIES AND COLESLAW)

SANDWICHES
Chicken Club Sandwich 150
Our Star Sandwich 200
Arabian Sandwich(Served In Pita) 300

BURGERS
Chicken Cheese Burger 250
Nacho Cheese Burger 300
Grilled Burger with Cheese 300

BROAST
Quarter 250
Half 450
Full 800

TANDOOR
Naan 15
Paratha 25
Garlic Naan 40
Chapatti 10
Special Nutella Paratha 70

CHAI
Karak Chai 20
Doodh Pati 25
Green Tea 20
Special Zafrani Chai 50

COFFEE
Espresso
Single 70
Double 110

Latte(Hot And Iced) 220

Cappuccino 200

DRINKS
Cold Drink Regular 25
Fresh Lime With Cold Drink 30
Lassi (Namkeen /Sweet) 50
Water Small 30
Water Large 60

DESSERTS
Malt Cake Slice 100
 Red Velvet Slice 100
Kheer 50
Walls & Igloo ice-creams
Dahi baray 50
Lab e Shireen 70

NASHTA DEALS
Halwa Puri 70
Anda Paratha 50
Pizza Paratha 100
Special Lacha Paratha 25
French Toast 30
Chicken Cheese Omelette 70
Chef's Favourite Omelette 100

MACRO ENVIROMENT (PEST ANALYSIS)

 POLITICAL & LEGAL

 Restriction and policies of the Karachi Cantt Station authority bound us in
expanding promotional activities.
 Taxes, internal marketing, and changes in labour laws can affect the
restaurant.
 Liberty in using Electricity and Sui gas because Karachi Cantt station is
government place to business.
 Relaxation of opening hours and late night opening is permissible by the
government.
 Government restrictions and media inspection on using low quality and
unethical means of preparing food and ingredients.

 ECONOMICAL
 Restaurants are a luxury, not a necessity; people must have the disposable
income to spend at a restaurant.
 Many restaurants are small businesses, and franchise restaurants are
opening in Pakistan rapidly.
 In Pakistan, we have cultural importance of food.
 Customers with an inflexible budget shift to cheap priced meals.
 Ratio of 2 income families is increasing in Karachi which have boost up food
industry sales.
 Increases in transport costs in line with Fuel pricing can effect highly on cost
and pricing structure of a restaurant.
 Increase in ingredient cost can affect cost and pricing structure of the
restaurant. In current time food cost represents 40% of the sales.
  Increase in labour cost can affect cost and pricing structure of the restaurant,
in current time labour cost represents 35% of the sales revenue.

 SOCIAL & ENVIROMENTAL

 People are becoming very health-conscious, which can reduce restaurant
revenue.
 People now days are more focused on hygienic food.
 People have low trust on ingredients used in preparing meal in a restaurant.
 People have low trust on any kind of food which they eat outside, as some of
the food services are using low quality and unethical means of preparing food
and ingredients.
 Homemade food items meal. Consumers increasingly prefer the convenience
of eating quality food and having a good selection of meal at home.
 A very low start-up cost is required for establishing food service.
 Fast food business is envisaged to be established as a take-away outlet with
limited seating capacity around it.
 A restaurant stands a much better chance in a market where people prefer to
eat out than in one in which people prefer to stay at home.
 Customers demand free home delivery service with very fast food restaurant.

 TECHNOLOGICAL
 In general, the restaurant industry is a low-technology industry.
 Many small types of machinery and tools are now available in the market
which brings innovation in preparing meal like, coffee maker, sandwich
maker, salad cutters etc.

COMPETITIVE ADVANTAGE
  We have visited Karachi Cantt and by that survey we have observed that there is
no such restaurant which would provide a proper meal to the customers. There
are only cafés over there. Our purpose of conducting this business is to fulfil the
need of the people around Karachi Cantt station and provide them proper
hygienic food, which other cafes or Dhabbas are not providing.
 Our uniqueness in the business in our infrastructure, which is a bogie. Bogie is a
dummy of train which is also used traditionally. The new structure of restaurant
will attract the people of other areas also to visit our restaurant so that they
would have a good and amazing experience of their food or meal, as now day’s
people are very much fond of visiting new places and taking selfies.

SWOT ANALYSIS

STRENGTH
 Our uniqueness in the business in our infrastructure, which is a bogie, dummy of
the train, which look very traditional and attractive.
 Our strength will be our location, Saddar Cantt station, where there is no such
restaurant which would provide a proper meal to the customers.
 A restaurant stands a much better chance in a market where people prefer to eat
out than in one in which people prefer to stay at home.
 It requires very low start-up costs for establishing food service.
 We all group members are willing to invest and take risk.
 Strong financial backup.
 We have cultural importance of food in Pakistan and demand of food services
and restaurants are high.
 Growing economy and people acceptance of eating fast food.
 Biggest dining capacity among our competitors.
 Ratio of 2 income families is increasing in Karachi which have boost up food
industry sales.
 Average pricing, we will follow price penetration strategy, to stand against the
competitors.
 Liberty in using Electricity and Sui gas because Karachi Cantt station is
government place to business.
 Relaxation of opening hours and late night opening is permissible by the
government.
 We have many small types of machinery and tools which brings innovation in
preparing meal like, coffee maker, sandwich maker, salad cutters etc.
 Attractive price and presentation of food.
 Innovative and wide range of food that satisfies the customer of every culture
and continent.
 Our cooking skills and secret recipes which we have got from our grandmothers.
  We are offering high-quality food, which is being lack behind by our competitors.

WEAKNESS
 The building/infrastructure is not our own, so a big amount to be paid as a rent
which is a huge expenditure to our income statement.
 Our restaurant is new and not established.
 We are doing business at a limited level.
 People are not aware about our restaurant.
 A limited marketing budget to develop brand awareness.
 The, restaurant has no branches because it is the new restaurant now.
 We have no delivery facility.
 Small kitchen to prepare food.

OPPORTUNITIES
 We have to establish our brand name.
 People are demanding greater convenience when it comes to buying their meals.
 Use online marketing tools (e.g. food panda, eatoy etc.)
 Introduce free home delivery service.
 We can also increase our delivery area and can increase a seating capacity to
serve more people at one time.
 We can bring more innovation in our menu.
 We can make our food line wider with different continental deserts.
 Bar B.Q, Desi food and sea food are also in demand nowadays.
 Increase product line, especially in salads, as consumers are becoming more
health conscious and looking towards their weight.
 Tell people about ingredient through quality awareness programs.

THREATS
 Many restaurants are small businesses, and franchise restaurants which are very
common all over the world especially in Pakistan.
 Demand side of economies of scale is high with the competitors.
 The competition is from other well settled restaurants in the same area and we
are new in market.
 Customers with an inflexible budget shift to cheap priced meals.
 Restaurants are a luxury, not a necessity; people must have the disposable
income to spend at a restaurant.
 Not getting consistent supplies of the ingredients that result in menu items not
being available.
 Consumers were looking for the products that are high in quality and prices.
 Restriction and policies of the Karachi Cantt Station authority bound us in
expanding promotional activities.
 Taxes, internal marketing, and changes in labour laws can affect the restaurant.
  Government restrictions and media inspection on using low quality and
unethical means of preparing food and ingredients.
 People have low trust on ingredients used in preparing meal in a restaurant.
 People have low trust on any kind of food which they eat outside, as some of the
food services are using low quality and unethical means of preparing food and
ingredients.
 Perception of homemade food is increasing. Consumers increasingly prefer the
convenience of eating quality food and having a good selection of meal at home.
 Unhealthy image/ health issues regarding fast food.
 People are becoming very health-conscious, which can reduce restaurant
revenue.
 An unstable economic condition in our country which makes people very
conscious eating out.
 Change of customers’ needs and moods about food.
 Ready to eat and ready to cook food are easily available in every super market.
Consumers’ conveniently pickup sandwiches for lunch from super market,
convenience stores and even gas station.
 Increase in ingredient cost can affect cost and pricing structure of the restaurant.
In current time food cost represents 40% of the sales.
 Increase in labour cost can affect cost and pricing structure of the restaurant, in
current time labour cost represents 35% of the sales revenue.
 Increase in the rent of the restaurant place.

STRENGTH-OPPORTUNITY
 We can bring more innovation in our menu, as we have many small types of
machinery and tools which brings innovation in preparing meal like, coffee
maker, sandwich maker, salad cutters etc.
 We can also bring more innovation in our menu, as we have good and creative
skills to presentation our food attractive.
 By using our cooking skills and secret recipes which we have got from our
grandmothers, we can make our food line wider with different continental
deserts, Bar B.Q, Desi and sea food, which are also in demand now a days.
 By using our cooking skills and secret recipes which we have got from our
grandmothers, we can increase product line, especially in salads, as consumers
are becoming more health conscious and looking towards their weight.
 We can tell people about ingredient through quality awareness programs, that
what kind of high-quality food we are offerings, which is being lack behind by
our competitors.
WEAKNESS-OPPORTUNITY
 We can make our food line wider with different continental deserts, Bar B.Q, Desi
food and sea food, but we have small kitchen to prepare food.
 We have to tell people about ingredient through quality awareness programs but
a limited marketing budget is develop for brand awareness.
 People are not aware about our restaurant; we have to establish our brand name.
 People are demanding greater convenience when it comes to buying their meals
and we are unable to reach them conveniently because we have no branches.
 People are demanding greater convenience when it comes to buying their meals
and we have no delivery facility to reach them.

STRENGTH-THREAT
 Many restaurants are small businesses, and franchise restaurants which are very
common all over the Pakistan especially in Karachi and our direct competitors
are well settled restaurants in the same area. But due to our unique traditional
infrastructure, which is a bogie, and biggest dining capacity among our
competitors, the threat will be overcome.
 Consumers increasingly prefer the convenience of eating quality food and having
a good selection of meal at home. And by attractive presentation of food,
innovative and wide range of food we will reduce our threat in the market place.
 Restaurants are a luxury, not a necessity; people must have the disposable
income to spend at a restaurant. Customers with an inflexible budget shift to
cheap priced meals. An unstable economic condition in our country also makes
people very conscious eating out. So, with the average pricing penetration
strategy, we will reduce these threats.
 We will offer high-quality food, which will reduce the threat of Government
restrictions and media inspection on using low quality and unethical means of
preparing food. This product quality will also reduce the threat of people having
low trust on ingredients used in preparing meal in a restaurant; ultimately it will
lower down the perception of homemade food.
 Liberty in using Electricity and Sui gas because Karachi Cantt station is
government place to business can reduce the threat of increasing the rent of the
restaurant place, ingredient cost & labour cost.

WEAKNESS-THREAT
 People are not aware about our restaurant, because there are many restaurants
are small businesses, and franchise restaurants which are very common in
Pakistan especially Karachi.
 Our restaurant is new and people are not aware about our restaurant which
increases the competitors’ side of ddemand side of economies of scale, which are
already well settled restaurants in the same.
 Our restaurant is new and people are not aware about our restaurant and
restrictions & policies of the Karachi Cantt Station authority bound us in
expanding promotional activities.
 Restaurants are a luxury, not a necessity; people must have the disposable
income to spend at a restaurant. Customers with an inflexible budget shift to
cheap priced meals. An unstable economic condition in our country also makes
people very conscious eating out. And increase in rent of the place, ingredient
cost & labour cost can affect cost and pricing structure of the restaurant.
 People have low trust on any kind of food which they eat outside, as some of the
food services are using low quality and unethical means of preparing food and
ingredients and we have limited marketing budget to develop our product’s
quality awareness.
 Ready to eat and ready to cook food are easily available in every super market.
Consumers’ conveniently pickup sandwiches for lunch from super market,
convenience stores and even gas station, but we have no branches and no
delivery facility.