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© Copyright @ 2009
Orion Alliance Consultant P. Ltd.
Thapathali, , Kathmandu, Nepal
Tel: 009771-
Email: orionaso@wlink.com.np
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Table of Contents
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1.0 INTRODUCTION
2.1 Objectives
The various stakeholders in the project shall share the following roles and
responsibilities:
1. The client shall appoint a project coordinator to coordinate the requirements of
the project.
2. The consultants shall conduct the market survey in the household segment,
competitor segment and observation in key supermarkets of Delhi, India and
prepare a market survey report and a presentation on the findings.
3. The client shall appoint an architect to develop detailed floor plans, provide BoQ
and their estimated cost for all renovation works.
4. The consultant in consultation with the appointed architect shall provide the
client with a list of equipments and their specifications required for the project.
The consultant shall also provide the client with prospective brands available
and their costing. It shall be the final decision of the client to approve the list of
equipments to be used in the project.
5. Prepare a Business Plan which will include the following components: Executive
Summary, Marketing Plan, Management Plan, Technical Plan and Financial Plan.
6. The consultants shall use authentic primary and secondary data from reliable
sources as deemed necessary.
7. The consultants shall make a formal presentation to the management team of
Civil Homes on the Business Plan.
8. The consultants shall provide the client with four hard copies of the reports and
one digital copy in CDROM.
3.0 METHODOLOGY
Case Study: At the first stage of the project, the team of consultants will make a
visit to Delhi, India for an observation study of the leading supermarkets namely Big
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Bazzar, xxx, xxx to evaluate the various types of large retail store formats being
used. Formats of large retail stores of India are going to be referred to as a case-
study due to the close cultural, purchase and consumption similarities between
Nepal and India. The team of consultants shall also review successful retail store
formats across the globe. It is suggested that the Architect should also be appointed
at this stage and should be a part of the observation team.
Market Survey: the market survey will consist of two components, household
survey and competitor survey. The household survey will identify household
purchase and consumption habits, needs and wants while the competitor survey will
identify customer traffic volume, strengths and weaknesses, etc (Please refer to
Annexure 1 for details of the market survey). The findings of the survey will be
crucial for the project management team to understand customer needs and wants
and develop appropriate project and marketing plans.
Technical Plan: based on the observation study and discussions thereof on the
various large retail store formats, the architect will start working on the floor plan in
close consultation with Orion and the client. The architect is to present alternative
concept plans with estimates on cost to Orion and client before even starting to
work on the detailed plans and costing. Orion and the client shall review the
alternative concept plans and approve one final plan on which the architect will
then develop details.
With the approved floor plans, the architect team and Orion in consultation with the
client shall work on the furnishing and equipments requirements, supplier
identification and their estimated costing. Meanwhile, the architect shall provide
Orion with a detailed Bill of Quantities for renovation works and their estimated
costs.
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Figure 1: Methodology
Project cost: the total cost of the project, in terms of pre-operating cost, capital
expenditure and working capital will be derived from the marketing plan,
operational plan, technical plan and organization plan.
Financial Plan: after the initial project cost is derived, Orion will work on the
financial analysis and may make further changes to the project cost by revision in
various cost components to review the various costing options available.
Orion will report to the client on a fortnightly basis on the progress of the project.
Further, Orion, architect team and the client will have a meeting minimum on a
fortnightly basis while adhoc meetings may be held to discuss the details of project.
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5.0 TEAM MEMBERS
The Project Coordinator for the project is Mr. GauravMan Sherchan and the core
team of the project are as follows:
Sn Name Specialization
.
1 Anand Tuladhar Lead Consultant
2 GauravMan Sherchan Research Consultant
3 Ms. Shareen Research Executive
Tuladhar
4 Lila Aacharya Field Manager
5 Shyam Karki Chartered Accountant
The report shall be sole property of the client and Orion Alliance Consultant P. Ltd,
Thapathali shall not disclose any information contained in the report to any other
party without prior written approval of the client.
The entire project will be completed within three months of awarding the contract to
Orion. It should however be noted that the architect appointed by the client shall
also have to adhere to the project schedule for the timely completion of the project.
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1 Submission of Report
3
8.0BUDGET
The total cost of the project is NRP 4,87,500 (Nepali Rupees Four Hundred Eighty
Seven Thousand Five Hundred Only), exclusive of VAT 13%.
Terms of Payment:
• 40% on awarding of contract.
• 40% on submission of final draft report.
• 20% on submission of final report.
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Annexure 1: Market Survey Technical Proposal
1. Objectives
The overall objectives of the survey is to identify the awareness, purchase and
consumption habits and image perceptions of the SEC A & B households with regard
to household grocery purchases in the urban areas of Kathmandu and Lalitpur. The
survey aims to understand consumer behavior and their needs and wants with a
view to understanding the market feasibility of starting a supermarket in New
Baneshwor Everest Hotel premises. The survey will also include a survey of the
leading department stores in various locations across the Kathmandu and Lalitpur.
2. Information Areas
The information areas to be covered in the market survey are as below but is should
however be noted that a more detailed information area will be worked on in
consultation with the client before drafting the research instrument.
Sn Particulars Details
1 Demographic details Gender, Age, Ethnicity, Respondents Education &
Occupation, CWE Education & Occupation, Household
members, Monthly Personal Income, Monthly Household
Income
2 Awareness Top of Mind & Spontaneous awareness of Department
Stores
3 Purchase & consumption Person purchasing, incidence of shopping in different
Habits retail store formats, frequency of purchase by type of
store, location/s of purchase, reasons for choice of
location/s of purchase, Monthly household expenses in
grocery & vegetable purchases, major items consumed,
etc
4 Image perception Important considerations when shopping, image
perception on types of retail store formats, factors
important in a supermarket
5 Competitor review Year of establishment, location, coverage, floor space,
departments, business volume, strengths and
weaknesses, etc.
6 Traffic volume Estimate of traffic volume and value projections
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3. Methodology
The total sample will be grouped into a cluster of five households per cluster (160
clusters). The sample will be segmented into two basic geographic segments,
primary target segment which encompasses the area encircling the supermarket
and second, the larger area which is Kathmandu and Lalitpur.
The research instruments will be developed by Orion and the final draft shall be
submitted to the client for approval. The questionnaire will be translated to Nepal.
Orion shall conduct a field briefing and pretest the Nepali final draft questionnaire
will be pretested among a group of 50 households. Based on the feedback from the
pretest, the questionnaire shall be edited and implemented in the field.
As a measure of quality control in the field work, the following standard practices
shall be adopted:
i. A total of 15 field interviewers grouped into five members per team shall be
deployed. Each team shall have one supervisor.
ii. Only 100% complete questionnaires shall be accepted and the field supervisor shall
conduct accompanied checks and back checks for 33% of the interviews.
iii. 100% of the questionnaires shall be checked for completeness and ensure the
questionnaires have been correctly coded.
The filled up questionnaire shall be duly coded and entered into the database and
analyzed using SPSS, professional analysis software.
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4. Area of Coverage
The survey will be conducted in the urban areas of Kathmandu and Lalitpur with
broadly two geographical segments. The first will be within the immediate market
area of New Baneshwor and the second will be the remaining area of Kathmandu
and Lalitpur.
Proposed
Location
of Supermarket
5. Sample Size
The total sample size for the household survey is 800 interviews in SEC A and B
households while the competitor survey will cover all the key department stores
within the geographic coverage of the survey.
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Annexure 2: Company Profile
Our Mission: “To help you make better-informed decisions and contribute to the
development of the society at large.”
OUR SERVICES:
Social Research
- Knowledge, Attitude and Practices (KAP) studies
- Program Evaluation (Baseline and End line studies).
Marketing Research
- Consumer research
- Distribution research
- Media & advertising research
- Business-to-business / Industrial products Research
CONSULTING
We also further provide consulting services in the field of management, marketing,
ICT and project development though our experienced staff. As per our mission, all
our consulting services will be based on information integrated with experience.
- Project Development / Business Plan / Feasibility Study
- Management consulting
- Marketing consulting
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We develop marketing plans and further help the client in implementing the same.
We also take up ad-hoc marketing initiatives.
Others:
- Rappotuering
- Translations
- Transcriptions
- Proposal writing
- Report writing
Financial Consultants:
Shyam Kakri & Co
Old Baneshwor, Kathmandu, Nepal
International Associates:
- FACTS Worldwide India (A Group Company of MORI, UK)
We use senior consultants on a need basis and at any time, we have the capacity to
mobilize up to 100 experienced interviewers across Nepal.
Undergoing Projects:
1. Feasibility Study for Apartments and Trade Center, Civil Housing
2. Tourism Snap Survey, Nepal Tourism Board (NTB)
3. Fund Management and Communication Manual, Sabera Foundation India, Kolkota
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