SWEET TOOTH

Project: Expansion of Sweet Tooth

ABSTRACT
This document gives a brief introduction to the project
proposal of Sweet Tooth. This project proposal will be
used to decide if we want to consider Sweet Tooth for our
Final Year Project.
Saad Sahil
MBA Final Year Project



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Sweet Tooth
A WHOLE NEW ICE-CREAM CULTURE
Project: Expansion of Sweet Tooth

The Company

Sweet Tooth is an ice-cream/dessert brand which we started in 2011. Since then Sweet Tooth
has been able to establish a brand and is known for its freshly made live ice-cream and
desserts. It is located in a prominent location in DHA, Lahore which is near to LUMS and H-
Block.

The Project

Project objectives provided by Sweet Tooth:
1. Develop a franchising model
2. Product standardization
3. Developing an assembly line for our packaged brand, which we are planning to retail at
the leading grocery stores
4. Other Expansion possibilities
5. Marketing research on existing competitors
6. Pricing technique
7. And how should we promote it
8. Recognizing the target market and ways to reach them.

Actual Project objectives:
1. Business Analysis (SWOT, PESTLE, Value Chain, Supply Chain, etc.)
2. Growth and Expansion opportunities (Geographic vs Product Line)
3. Competitive Analysis
4. Targeting, Segmentation and Consumer Analysis
5. Pricing Strategy
6. Marketing Strategy




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The Deliverables
1. Business Plan (Objective 1, 2 & 3)
2. Marketing Plan (Objective (4, 5 & 6)

Skills required for the project

Subject Group Member Expertise
Finance
Marketing
Supply Chain
Human Resources
Production/Process design
Quality Control

Ten Advantages of this project

1. Near LUMS. Can be visited repeatedly.
2. Free Ice-Cream (hopefully)!
3. Comprehensive project which completes the requirements of LUMS.
4. Interesting project which will utilize the skills of all the members.
5. Farrah Arif can be interested due to the consumer behavior elements.
6. The company has potential and our inputs will be valued.
7. Will look good on our CVs if expansion is actually implemented.
8. The product is actually good and this should be promoted.
9. Ice-cream is good! We can go there for dessert any time we want.
10. It is an SME business and can give us various entrepreneurial insights if we want to
pursue our own business.

Possible Disadvantages of this project
1. Can already be taken.
2. Will require a lot of hard work.