CITY RESTURANT

A SIGN OF QUALITY AND TASTE

CONTENTS

• Preface.

• Our Purpose (Why)

• Our Vision

• Our Mission

• Core Values

• When to start a Restaurant Business

• Starting a Restaurant Business. (What)

• How to start a Restaurant Business.

• Market Segmentation

• Market philosophy.

• Competitive advantage.

• Market Mix

• SWOT Analysis

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 City Restaurant
Shakar Shah Road Haripur

Preface:
Capital is one of the basic sources for starting any
business. Here we are going to start a new business
enterprise with total availability of finance rupee five
million (Rs. 5000000). Now the question is where we
have to invest the amount, which means the business
we are going to start, It is a very difficult task while
selecting particular business area to invest it requires
great work to analyze already running business in the
Haripur city and current needs and expectation of
the people from the business sector.

The problem of business selection is solved for us

due to assigning an area for investment. Here I am
going to start RESTURANT BUSINESS in haripur
city as SOLE PROPRIETORSHIP.

City Restaurant
Shakar Shah Road Haripur

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ACKNOWLEDGEMENT:

I am thankful to my teachers for their guidance. My

seniors and my friends who helped me in doing
research and made me able to complete my
assignment.

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Our Purpose: (Why)
___________________________________________

To bring new taste the field of fast food

By providing delicious food item and
Beverages to serve the customer in
hygienic
Environment

City Restaurant
Shakar Shah Road Haripur

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Our Mission
___________________________________________

To provide our valued customers with

Cost effective and quality fast food to
Ensure satisfaction of our customers
By providing them best value in every
Product and service that carries the name
Of City Restaurant.

City Restaurant
Shakar Shah Road Haripur

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Our Core Values

• Build our enterprise dedicated to excellence.

• Consistently deliver superior quality and value
in our product.
• Encourage initiative and innovation.
• Commitment and team work.

• Team work in open and healthy environment

and self esteem to our employees.
• Reward and respect the contribution of each
individual at city restaurant.
• Expand and update training with time and be
the best.
• Dedicate our service in continuous growth in
sales, profit and size of organization.

To establish a position in haripur city it’s our aim

to provide good value add services and continuously
improved the quality of our product and make
innovations.

City Restaurant
Shakar Shah Road Haripur

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Starting a Restaurant Business :( City Restaurant) (What)

Restaurant business engaged in preparing and serving foods, drinks and

desert to customers. Many restaurant also offer take out and food delivery
services.
Our focus of starting business is also similar to above mention working of
restaurants but here we are also offering different party setting and children
fun play under single roof.

Restaurant business offer food item depending upon culture, local tradition
and what the people of area like. After the complete analysis market of
haripur city we make a decision to start restaurant while working in FAST
FOOD items and provide cost effective and quality food ingredients.
Location:
City restaurant is located in the middle of the city, at shakar shah road near
Nadra office it is the most appropriate location for starting restaurant
business due to large number of educational institution are present here.
Roads attach to shakar shah road are GT Road, circular road, cochi bazar
due to which people can easily easily access to our restaurant.

City Restaurant
Shakar Shah Road Haripur

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When to Start a Restaurant Business:
It’s a sort of business which can be started at any time but the location
must be cover the vast area.

How to Start a Restaurant:

Market Segmentation:
City Restaurant is started with a view to understand the customer’s wants
and satisfy their wants better than competition in the market. But a thing that
different customer has different needs. Its very difficult to treat all the
customer in the same way to satisfy their unique needs.
So in order to meet different needs of our customers in the city we divide
them into different segments. Their segmentation is based on different areas
which are given below.
• Demographical Segmentation.
• Geographical Segmentation.
• Psychographic Segmentation.
• Behavioral Segmentation.

Demographical Segmentation:
Here we divide the whole population of the haripur city on the basis of age,
their family size, gender, income, education, and occupation.

Age:
The age group which we targeting ranges between 6 years to 65.

Family size:
We offer different packages for family, an individual or whole family
including two, three, four or plus members are welcome to enjoy our
products.

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Shakar Shah Road Haripur

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Income:
We target low level, middle level, and high level income people and offer
products with different prices which are affordable for all the groups
according their choice.

Education:
Not specific

Occupation:
Not specific

Geographical Segmentation:

On geographical basis, we can divide the haripur city into two main areas
which are:
• Urban Area.
• Rural Area

Our main focus is on the urban area inside the city as well as around the
city. There are the different reasons due to which we give more attention to
urban areas of the city which are listed.

• People of the city are educated and want variety in their diet.

• From our survey we came to know that people of the rural areas do
not take the fast food.

• Income of the urban area people of the city is high than that of rural
areas, so they can afford to purchase our product.

• People of the city are more quality conscious than of rural areas so our
product is best fit for them.
• Population density is higher in the urban areas of the city, so our sales
are much depends on the people in the urban areas.

City Restaurant
Shakar Shah Road Haripur

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Psychographic Segmentation:

It’s the division of our market on the basis of social class difference of
different people, their life style, and their personality and differentiated
characteristics of the people in the city.

• Social class difference:

• In our city different class people are living like middle class, upper
class and lower class. Our aim is to provide quality and price
effective product to different above mentioned classes.

• Life style:
There is not any specific life style people to be target, every one
is well come to our restaurant.

Behavioral Segmentation:

After observing the behavior of the people of the city they are much price
sensitive and are of view to sort maximum benefits. So we design our
products keeping view the particular behavior of the people and provide
them relatively less cost product with out most quality and satisfaction.

Target Market:
As our target market area is haripur city, and we try to target the population
of people of the city in urban and sub-urban area
From their different above discussed segments. Its clear that we are almost
targeting different customers which includes:

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Shakar Shah Road Haripur

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 • Families.
• Students.
• Official employees.
• Children.

As our target customers are different in number, age, occupation, so we

provide them different packages for individual or more than two. We
provide families, students, children different deals according to their choice
and income level. So all the products which we are offering well satisfy the
need of each targeting group.

City Restaurant
Shakar Shah Road Haripur

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Marketing Philosophy:

Marketing philosophy of the City Restaurant stands “the CHAMPS

program”

C: Cleanliness.

H: Hospitality.

A: Accuracy.

M: Maintenance of Facilities.

P: Product Quality.

S: Speed Services.

Competitive Advantages:

In the field of fast food restaurant of haripur city there is not much stiff
competition because there is only a single fast food restaurant is already
working in the city with the name of Italian Pizza. We have different edges
upon our competitor due to whom we are in the strong position then them.
Some differentiated characteristic of the City Restaurant are given
below while keeping view the competition in the market.

• Being in the middle of the city our restaurant is in easy access of the
people to enjoy our services.

• We hire local staff and highly qualified workers, due to local staff we
can easily understand and deal with the customers.

City Restaurant
Shakar Shah Road Haripur

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• City Restaurant uses top to bottom and bottom to top approach in
management so it works in the form of team and we appreciate
innovations. While our competitors just follow the instruction given
by their head office.

• Italian Pizza mainly focuses only on pizza but we are offering verity
of fast food product for different needs of the people and soft drinks
as well.

• Children fun play giving them gifts with children packages is also
plus benefit for City Restaurant to attract the children.

• For provision of healthy fast food we taste our supplier raw material
properly before using them as an ingredient of our products, so our
quality product will be sign of health and attract largely healthy
conscious people.

City Restaurant
Shakar Shah Road Haripur

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FOUR Ps of Marketing for (CITY RESTURANT)

Successful businesses need a strong focus on marketing. A starting point is

an understanding of the “Four P’s of Marketing.”

The Four P’s of Marketing:

 Product – what to produce to satisfy the wants and needs of

customers
 Promotion – how to promote products to create demand among
potential customers
 Place (distribution) – where to sell products, including the marketing
channels through which products are distributed to customers
 Price – what to charge for products

Product:
Our main focus in order to capture the market of haripur city is that what we
are going to provide? It is the essence of our business what is demanded by
the customers so we have to keep in mind the wants of the people of the city.
We closely observe the taste of people in haripur city and then going to offer
different product according to their choice. A thing on which we pay more
attention is the quality of our product.
We offer different types of products to effect different segments of the
market of haripur city, like offer family packages, student’s deals, party
packages and verity of soft drinks.

City Restaurant
Shakar Shah Road Haripur

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Promotion:

Promotion is any communication that helps make a sale and build customer
relationships. Examples include brochures, newspaper ads, and providing
product samples. Promotion is marketing in the purest sense of the term.
Successful promotions increase consumer perception of value, thereby
increasing consumer demand and willingness to pay the prices set for
products.
From promotion point of view we give the advertisement of our product in
pamphlet. And in news paper ads, and also show commercial ads on cable
channels, to bring awareness of our product to the people, so that every
person should know that what product we offer to them and what food
product is available with us for our dear customer. By promotion we
increase our customer day by day.
For the promotion of our product, We also give different kind of packages,
like ramzan package and night package.
For more enhancement of our products sale we give different types of toys
gifts with children deals.
Our opening ceremony it self work as a strong promotional activity wich
introduce our restaurant to the community of haripur city. It will make
strong public relationship in the beginning of our business

Place (Distribution)
Place (distribution) includes activities that make purchasing products
convenient for target customers. Examples includes students, Place involves
the geographic area to be covered. Place also involves the number and types
of markets served. Both impact a key aspect of marketing, which is
physically transporting product from where it is produced to locations where
customers make purchases.

City Restaurant
Shakar Shah Road Haripur

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We open our restaurant in such place which is middle of the city where
people can buy product easily without difficulties. We also introduce mobile
unit for the delivery of our products which results in fast delivery of our
product to desired location.
The place of the business that we selected is at shakar shah road, has
diversity of benefits for our restaurant.

Reasoning for selecting Shakar shah Road Haripur.

• Reason behind choosing the place is, it is a place where number of
school and colleges are located, some well known names are jinnah
jamia, hazara public school and college, AQ Khan college, beacon
house, kousar public school and college. And a lot of other school and
colleges to attract the students.
• Geographical location of our business enterprise is very suitable
because it is near to GT Road, Main bazar, different Suzuki and Van
stops of nearly located areas like KTS, TIP, Kangra, Kot, are of short
distance to our restaurant. It will helps in easy access of every group
income people.
• If we are viewing our restaurant from service level it is very easy to
deliver our product inside the city as well as for free delivery service
up to 3 kilometer, because it is in the middle of the city and different
roads are attached to this road, so we can provide our services easily
to different location in and around the city.

Price:
In the narrowest sense, price is the amount of money charged for a product.
More broadly, it is the sum of all the values involved in a product.
Increasing customer perception of value through differentiation and
effective promotion increases demand for products; premium-priced
products not supported by customer demand will fail due to insufficient
volume.

City Restaurant
Shakar Shah Road Haripur

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 The prices of our product are affordable for middle income people as well
as for low income level people. We give the prices to our product to put the
income level of the people of haripur as well. So that every person can
reached to our product easily and enjoy the food product of our restaurant.
We give different packages like family package and student package.
Our family, party, student and official workers packages have different
affordable prices which are convenient and highly affordable for all
discussed segments of the market. This variation in prices has a positive
impact on our sales because every income level group can buy our quality
products at reasonable prices. This setting of price level gives us a clear cut
edge on our competitors in the market.
We offer different types of discounts on our party products, birth day
orders, or on any bulk quantity purchasing; it is also beneficial from
competitive point of view.

City Restaurant
Shakar Shah Road Haripur

STRENGTHS:

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Healthy Weight children age 3 to 5 were given food in the City Restaurant
packaging and then given the same food without the packaging, and they
preferred the food in the City Restaurant packaging every single time.
City Restaurant is a community oriented, socially responsible company.
3. we provide separate entrances for families and single women.
we have an efficient, assembly line style of food preparation. In addition we
have a systemization and duplication of all our food prep processes in every
restaurant.
City Restaurant uses only 100% pure inspected ingredients for preparing
food products. Additionally, City Restaurant works closely with ranchers,
growers and suppliers to ensure food quality and freshness.
City Restaurant takes food safety very seriously. More than 3 inspections
checks are performed at every stage of the food process. City Restaurant are
required to run through 2 safety protocols every day to ensure the food is
maintained in a clean contaminate free environment.
City Restaurant was the first restaurant of its type to provide consumers with
nutrition information. Nutrition information is printed on all packaging and
more recently added to the City Restaurant Internet site. City Restaurant
offers salads, fruit, roasted chicken, bottled water and other low fat and
calorie conscious alternatives.
We are providing special discounts to our renowned customers.
Our Restaurant is located in the middle of the city near G.t. road.
9. We maintain proper record for stock, material and daily sales which will
strengthen us and keeping us out of stock.

WEAKNESS:

lack of enough knowledge about our new customers.

lack of relation building with employees, customers and suppliers.

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Shakar Shah Road Haripur

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Lake of focus on research and development.
Less availability of the funds (finance)
High employee turnover in their restaurants leads to more money being
spent on training.
We have yet to capitalize on the trend towards organic foods.

OPPORTUNITY:

• Food division should expand nationally.

• we are increasing trend toward more healthy foods.
• Opportunity to expand sweet products.
• To open more outlets to get maximum market shares nation wide.
• To open temporary outlets in the peak seasons in hill stations, tarbella
jheel (KTS) and khanpur dam.
• We have opportunity of updating our restaurant, balance the menu,
customer focus and increase delivery service.
• Focus on most important customer trend - "Convenience".
• In today's health conscious societies the introduction of a healthy
• We have industrial, Formica restaurant settings; they could provide more
upscale restaurant settings, like the well furnished restaurants in the big
cities.
• Provide optional allergen free food items, such as gluten free and peanut
free.

City Restaurant
Shakar Shah Road Haripur

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THREATS:

Main threats to city restaurant are listed below:

• Increasing inflation rates directly affect the menu prices.

• Chances entrance of new competitors into the market.
• Health trend away from the fast food.
• Changing in the customers demand.
• Some diseases like bird-flu can affect badly our chicken item
products.
• Completion of the contract with owner of the building.

City Restaurant
Shakar Shah Road Haripur

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