Académique Documents
Professionnel Documents
Culture Documents
Prepared By
S.M.Mamun Morshedul Mohiuddin
Executive Summery
It is a privately owned fast food restaurant which is positioned at Banani, Block-D, Road-15.in
Dhaka city. This is a very premium place for restaurant business. This is our creative approach to
build an image to the customer for the long run business operation in future in restaurant sector.
We will provide a combination of quality and tasty food at value pricing, with fun packaging and
corporate atmosphere.
Today's market is highly competitive; but in this area private Universities and Banks are
increasing day by day. So we select this place to target those customers. Beside that customer
some of residential people, employees of corporate offices, and client of bank and corporate
offices are also targeted.
Our restaurant will serve tasty and quality of foods with customized option on demand. We will
provide entertaining environment for the students and cool environment for corporate customer
and personal meeting.
Here we also focus on customer satisfaction through customer survey through survey question
provided to their table after eating, with order box, complain box, and through random calling.
Here also show the importance of the location by location map of our target customer. Also show
the direction of how they will come to our restaurant. Our basic target market is private
University students and Bank employees, and supplementary target customers are corporate
offices employees and nearby residential people.
We focus on some different marketing and sales plan. This plan is very popular in young
generation at present. We also provide some extra facilities with our menu at restaurant side like
free wifi, surprise discount coupon offer.
Mission
Our mission is to serve tasty and quality food with reasonable price. Beside this we focus on
customer satisfaction by providing them a great place for entertainment and leisure.
Location
The most important part for a fast food restaurant is to decide the perfect place. Location
depends on target customer and availability of customer. For our restaurant we chose Road-15,
Road
Block-D,
D, Banani, Dhaka. This is one of the premium places in Dhaka city.
y. Here many people
come and stay for their professional purpose. Most of the people come here are used to have Fast
Food for their lunch and dinner.
The reasons behind the selection of the place are:
1.
2.
3.
4.
Fig: Target customers location from the restaurant and direction of how they come to us.
In previous page I have shown a location map to make understand the importance of our location
selection. I have shown the target customers position and distances from our restaurant. Here see
that our restaurant is walking distance from our target customers position. I also show the
direction of how they come to our restaurant.
In the map I only show the main target customers places only. But beside this there are lots of
residential houses around the restaurant that I did not show in the map.
So I think this a good location for a fast food restaurant.
Key to success/Competitive edge
Market segmentation
We segment our market by
Geographically: Dhaka City- Banani, Block-d, Road-15.
Demographically:
Age: 16-28 (main target customer who like fast food most, basically students),
29-45 (young professional who also like fast food usually for food habit and to
spend time in a nice place), and 45 above (those people are come to fast food
restaurant for maintaining social status and to pass leisure time.
are targeting approximately 10,000 customers. But our focus is to serve at most
1500 to 2000 customer highly. Because we have to ensure the quality
Gender: Both Male and Female. Because in Bangladesh male and female study
and work in a combine environment. They also have food together.
Target Market
Our primary target for fast food items intends to university and college students. We have chosen
this group for several important reasons. It is our goal to be "the entertaining fast food place for
the students" and we believe that the age group from 16 to 28 is the primary age where brand
building efforts could take place. Our secondary target is between the ages of 29 and 45, these
groups are usually heavy lounge/restaurant user group. They are mainly professional and they
like to taste variety of food. Go to restaurant for lunch, dinner and some private meeting purpose.
Rest of the target customers are social class people those who come to restaurant for maintain
social class, lifestyle, and occasions those who come to restaurant in shopping time, at evening
with family, meeting with the friends etc.
SWOT Analysis
Strength
Weakness
There have many well-known fast-food restaurant like KFC, Preetom Barger, PIZZA HUT,
NANDOS, BFC
We have no any brand reputation
Its difficult to meet the customer because some customer are brand loyal
Opportunity
Our main customers are the university student and Bank Employee of Banani. Its a huge
market.
We have a good location
Fast-food market are popular day by day
We serve delicious food with fair price so customer must come to our fast-food.
Threat
The competitors
Customer will switch if they do not like our foods
Weakness is threat
Marketing plan
In store marketing
Outdoor marketing
Sales plan
In house sale
Group sales offer in house like 5 persons lunch box at taka 800. Which is single taka 200
per person.
Outdoor sale
Party order.