Académique Documents
Professionnel Documents
Culture Documents
1.1 BACKGROUND
As a part of our BBIS program, our college Little Angels College of Management,
affiliated under Kathmandu University authorized this internship program with the
motive of blending theoretical knowledge and practical experience. This task was
assigned to us for our development and exposure in real-life corporate condition. We,
Ashma Katwal, Aarati Shrestha and Surakshya K.C. as being a BBIS student
accomplished this internship program at the Federation of Nepalese Chamber of
Commerce and Industry (FNCCI), Teku, Kathmandu to fulfil the partial requirement
for successful completion of our BBIS program as per the internship requirement of
Kathmandu University School of Management. Being the umbrella organization of
private sectors, we were eager to study the management, financial and the way of
promoting business and industry in a country.
As stipulated by the University, the duration of our internship was eight weeks.
During our internship we found that the organization (FNCCI) had very friendly and
co-operative working environment, which made us easy to accomplish our project and
experience the practical knowledge that should be possessed in the organizations
culture.
FNCCI vision is to lead the nations economic progress by organizing different events
that will help to encourage trade of the country. Their mission is to facilitate nations
business sector to become globally competitive by establishing & maintaining
virtuous foreign affairs relationship with the other countries.
To complete the internship various academic requirements, we need:
I.
II.
III.
IV.
V.
VI.
interrelationships.
To learn the overall organizational structure, influencing forces and daily
operations of the organization.
There were several objectives during the course of our internship. The fundamental
goals and objectives of the internship are:
To test our aptitude for a particular career development before permanent
opportunities.
To learn more about public relations by examining it from practitioners
perspective.
To learn more about ourselves and our skills, identifying areas for
improvement.
To be prepared to enter into full-time employment in our area of specialization
upon graduation.
To gain an in-depth knowledge of the formal functional activities of a
participating organization.
To prepare a project report on Evaluation of Nepal International Trade Fair
2012 by may 20, 2012
To prepare biweekly report by the second week of June
3
Mission
Facilitating Nepalese Business Become Globally Competitive.
Vision
Leading the Nations Economic Progress.
Goals
FNCCI activities are underpinned by the following goals:
Professionalism in operation.
Partnership approach in working with government, international organizations.
Presentation of total business and industry view.
Commitment to fairness, transparency, de-regulation, de-centralization and de-
licensing.
Confidence in fair competition and private initiative.
Extensive consultation in deciding industry and business views.
Close cooperation with foreign federations / chambers.
Proactive role i.e., initiating ideas and proposals.
i.
ii.
Key functional areas: Organizations are systems with parts that are interrelated
(Ackoff, 1999).If the functions of parts feed and support one another, the
organizations performance is enhanced in a kind of virtuous cycle (Senge,
1990). The opposite relationship would create a vicious cycle of decline.
Smith (1999 & 2004) asserts that when the three areas of revenue generation,
staffing and mission impact are equally valued and balanced, an organization
can enter into cycle of sustainable performance.
iii.
international forums.
Preparing recommendations for promoting exports and investment.
Promoting joint ventures.
Providing expertise service to exporters, importers and investors.
Facilitating participation in national and international trade fairs and
exhibitions.
Promoting better industrial relations.
8
FNCCI has various departments (services) and the services that it provides are as
follows:
a) Agro Enterprise Centre:
Agro Enterprise Centre (AEC), the agricultural wing of FNCCI was established in
September 1991 under the Cooperative Agreement between FNCCI and
USAID/Nepal. Within past fifteen years, FNCCI/AEC made valuable contributions in
Agro Business Development and Promotion. Since 01 October 2002, FNCCI/AEC
has been reshaped with more focused Mission and Vision and is taking a renewed role
in representing the private sector agribusiness community in the development of
agriculture and agribusiness in Nepal.
Objectives: It aims providing comprehensive one-stop market price information
services. It aims in providing agricultural commodity intelligence to wider audiences
at once.
b) Non-resident Nepali association department:
Non-resident Nepali association (NRNA) was established with the purpose of uniting
and binding the Nepali Diaspora under one umbrella on 11 October, 2003. In the
course of completing 8 years of its existence NRNA has developed into a nongovernmental global organization and a network of Nepali origin by establishing
National Coordination Council (NCC) in 60 countries to represent its interests,
concerns and commitments. It is the duty and responsibility of every nation to
promote, represent and safeguard the welfare of its nationals or people of its origin
having foreign nationality and this will ultimately be in the interest of the nation. The
national interest that can be fulfilled by the Diasporas has not been hidden from the
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international arenas. Keeping all these in mind, the Government of Nepal has given
legal status to Nepali Diaspora by promulgating Non-Resident Nepali Act 2064. For
practical purposes Nepali citizens living outside South Asian Association for Regional
Cooperation (SAARC) member countries other than SAARC nations are considered
as NRNs.
Objectives: The objective of NRNA is to unite and bring Nepali residing all over the
world under one umbrella, protect and promote their interest in and outside Nepal and
utilize their potentials and resources for the welfare of Nepal. To achieve these
objectives the association shall conduct the following activities:
Promote and protect the rights and interest of Nepalese residing outside Nepal
and to promote Nepal.
Coordination among Nepali communities and their organization to establish a
global network and a common platform to represent the Nepali Diaspora.
Mobilize the knowledge, skills, capital and other resources in the disposal of
NRNs for the socio-economic development of Nepal in coordination and
partnership with government, national and international institutions.
Preserve and promote Nepali culture and tourism globally.
Act as a catalyst in attracting and facilitating NRNs and foreign direct
investment in Nepal.
Objectives:
Help young entrepreneurs in Nepal build fruitful and productive business
networks and links among one another.
Help young entrepreneurs from Nepal gain a better insight into the present
status of key business sectors of tomorrow.
Facilitate exchange of experience in different ways of building business and
investment relations among young entrepreneurs.
2.1.4. Organizational structure of the company
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Finance and
Administrative
Division
Membership
Services
Coordination
Division
Industrial
Enterprise
Development
Division
One Director
a. Personal & General Adm.
One Officer
2 Assistants
House Keeping
One Officer
Reception and Registration
Unit
2 Assistants
Office Bearers & Director
General Unit
2 Secretaries
Legal Issues- one officer
b. Finance Unit
1. Dy. Director
1. Officer
2. Assistants
One Director
a. DCCI Council
1 Ass. Director
b. Commodity Council
1 Officer
c. Event Management
1 Ass. Director
1 Assistant
Forum/Committees
2 Officers
Research
Information &
International
Relation Division
Dy. Director
Four Officers
a. International
Relation
b. Data & Statistics
c. Communication &
Publication
d. MIS
One Director
Three Officers
a. Industry &
Entrepreneurship Dev.
b. Fiscal Policy &
Taxation Section
c. SME & Women
Entrepreneur Dev.
Section
d. Policy Advocacy
Unit
Forum/Committees
Industry Committee
Cottage & Small
Industry
WEDC
Tax & Revenue
Bank, Finance & Insurance
Sick Industry
Investment Promotion
FNCCI
Technical Units
& Projects
Industrial
Relation & HRD
Division
Trade &
Certificate of
Origin Division
a. Energy Efficiency
Cell
One Director cum
consultant
Supporting Staffs
b. AEC
One Executive Director
Supporting Staffs
One Director
a. Employers Council
1. Dy. Director, 2
Officers, 1 Assistant
b. Trade School 1
Officer
c. Training/HRD Unit
1 Officer, 1 Assistant
12
FNCCI has
been adopting
new
methodologies
and
13
Potential
Entrants
Threat of New Entrants
Other
Stakeholders
Government
Suppliers
Industry
Competitors
Buyer
s
Rivalry Among
Existing Firms
Substitutes
Bargaining power of suppliers: The suppliers in this context means the various
corporation and councils, chambers and they dont have any bargaining power.
Instead FNCCI conducts on a regular basis trainings, workshops, and seminars
on chamber management, publication, information exchange, documentation,
industrial relation, productivity, entrepreneurship and quality management.
Relative power of other stakeholders: There are many stakeholders who affect
the FNCCI like government, local communities, interest groups, other
chambers
and
international
stakeholders
like
UNDP,
USAID,
Structure: FNCCI has systematic structure which has fixed laws and
regulation. There are different departments including EEC, NRN, AEC,
HRDC (employers council), COO (Certificate of Origin), TIPS (Technology
and Trade information promotion system), NYBF (Nepal Youth Business
Forum) and NYEF plays significant role in achieving FNCCI desired goals.
Culture: There is culture intensity and integration among members and staffs
who share norms, values or culture content associated with the unit. A strong
culture not only promotes survival but it creates basis for a superior
competitive position by increasing motivation and facilitating coordination
and control. FNCCI shares a bureaucratic culture.
Strength
Weakness
15
No competitors
Committed Staff
Adoption
of
advanced
technology
Opportunities
International linkage
Emergence of private business
Support from government
Delay in task
Bureaucracy
Conflict due to two structure
of organization
Threats
Political instability
Internal conflict
16
17
attract a large number of exhibitors and visitors (Cox, Sequeira, & Bock, 1986). In
order to accomplish this objective, the organizers need to obtain more information
from the attendes through post-show evaluation in order to evaluate their own
performance and guide their future improvement endeavours. Thus, there is a great
demand for studies conducted from the organizers perspective to shed some light on
how to provide a better platform and attract more exhibitors and visitors to trade
show.
We have selected Evaluation of Nepal International Trade Fair 2012
Performance as topic for our study to know whether the Nepal International Trade
Fair 2012 Successful or not. We have analysed what are the differentiated activities
that leads to the success of the trade fairs and how it should be carried out. In general,
there is a tendency of giving attention only to the pre trade events and on events and
the organisers tend to relax after the trade fair comes to an end. We have also explored
the importance of activities to be carried out on post trade fair for the success of the
trade fair. The proper plan for arranged booth, the decorations, clean paths, security,
promotion, sponsors, supporting staffs, power, water, food and other side
entertainment shows also help to the success of the trade fairs. The exhibitors
(company/firms/industry/association/agencies who exhibit their product or services in
the trade fair) are always difficult to satisfy but the attention on their demands and the
extent to which the organisers can actually get close to their satisfaction plays a great
deal on the success of trade fairs.
Targets that are set should not be close to achievement. The tough is the targets;
the more great is the performance. So, the analysis of NITF targets and the
element of achievement on that target are covered in our topic of study and how
this achievement have or havent helped in the success of trade fairs. Trade fair
is not an on spot trading place. It is a platform for the suppliers and vendors to
know about the products on the host country and to supply those products to
their home country. Information exchange at trade shows helps exhibitors
choose better trading partners, reduce legal and contracting costs, and decide
which parts of the business can be outsourced or kept in-house (Hansen, 1999).
We have also determined the effects of NITF on the trade part of the Nepal. The
performance of exhibitors are also evaluated during the trade show and we have
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tried to shed some light on what the exhibitor has spent on and gained from the
trade show and whether or not it is worthwhile to attend NITF next year.
3.1.2. OBJECTIVE OF THE PROJECT
Objective 1: To determine whether trade show has specific targets and whether the
targets have been met.
Objective 2: To recognise the differentiated activities that are likely to influence trade
fair performance in different ways.
Objective 3: To determine the enhancement of Nepalese business through the trade
fairs.
20
Limitations:
Due to the time factor, this report doesnt include all aspects of our
topic of study.
We did not find any books or literature in the library about the
Nepalese trade fair, so our topic of study is limited.
21
22
right booth for their product, the facilities provided in the booth, the provision
made to attract more visitors, the quality of the visitors, the persons available on
their booth for help and the extend to which the organisers were helpful to solve
their problems. There are motives and expectation of the exhibitors to choose
the certain trade shows and the extent to which the exhibitors satisfaction are
met determines the success of the trade fairs.
Dimension of post fair activities:
In practice, the post-fair evaluation conducted by organizers often covers two
main domains. The first one is marketing-related questions. For example, the
number of exhibitors and visitors which attended the trade show; the rank and
purchase power of attendees, and the demographic information of the attendees.
The second domain would be performance-related questions. This section
intends to examine how well the organizers have served the visitors and
exhibitors. Normally, this section would try to gather the perceptions of the
visitors and exhibitors on the service and environment the organizers provided
before, during an after the show. Traditionally, the post-show evaluation
conducted by organizers mainly focused on the first domain. The results of the
evaluation only served the marketing purpose. The second domain, which is
performance-related, is often ignored or not subject to further examination to
provide guidance for future management.
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3.3. METHODOLOGY
Methodology is the set of methods and principles that are used when studying
particular subjects or doing particular kind of work. This section focuses on the
research methodology and how it was applied to variables covered in above section.
Primary data, which we have generated using the following methods may be
qualitative in nature or quantitative. These data are collected for the analysis of our
topic of study. Among many methods of collecting primary data, we used the
following:
a.
Observation:
As we were the part of NITF 2012, we could observe the visitors, exhibitors and
organisers actions and reactions. This methods doesnt provide us with the
quantitative data but helped us to analyse our topic of study.
b.
Questionnaire:
Interviews:
We generated a few questionnaires for interviewing the organisers about how the
fair went and were they satisfied with the results. These data helped us to know
their targets and expectation for the fair and to find out if they have been fulfilled.
25
Secondary data:
Secondary data is the data that has already been collected by someone else for a
deferent purpose. Among the secondary data, we used the following
a. Paper based sources:
Among the paper based sources we used FNCCI directories, reports of other trade
fair, records of FNCCI, newspaper articles posted about NITF2012, brochures of
NITF 2012 which helped us to collect the data to analyse our findings.
b. Electronic sources:
Among the electronic sources, we used google.com, website of FNCCI, online
database of FNCCI to collect the data to evaluate our findings.
Source
Documentation
Interviews
Strength
Stable
Weakness
Irretrievability
Exact
Biased selectivity
Board coverage
Reporting bias
Unobtrusive
Targeted
Bias
due
to
poorly
constructed questionnaire
Response bias
casual inferences
Reality
recall.
Time-consuming
Contextual
Selectivity
Reflexivity
Cost(Travelling)
Observation
Insightful-perceived
26
27
28
29
The survey also revealed the importance of pre-fair activities, on-fair activities and
post-fair activities. For trade show activities to be effective, an organiser must
formulate the approach to be taken and then implement it at the different stages of the
trade fair event. The trade fairs has been focusing on three main stages of trade fair
participation from the perspective of an organiser :
1. Pre- event activities: making the work plan that includes the advertising,
budgeting, stall management, printing of materials and
2. Event activities: co-ordination with event management company and
helping the exhibitors for the management.
3. Post-event activities: evaluating the budgets, evaluating the performance
from exhibitors and visitors perspective.
The organisers naturally tend to donate more time for the pre fair activities as they
have to fully prepare the whole settings. After the preparations are over and the trade
fairs get started there is a little work to be done on the organisers side. While its quite
natural to want to immediately close the book soon after a major trade fair ends, it is
also somewhat natural for trade fair organisers to want to learn and improve things by
evaluating and fixing the problems they might have experienced during the show.
Therefore, post fair activities also should be given much time.
30
The above figure shows the dimension of satisfaction of the visitors and the
exhibitors. This survey finds out that the visitors and exhibitors werent highly
satisfied as expected. The exhibitors couldnt meet their expectation as the
management from the event management company was not satisfactory and the
visitors was not up to mark. Some visitors were not also satisfied due to high cost of
entry fees, the product of the exhibitors and the food as well. In our view, we think
that to make the fair success, we have to improve these various factor in the next
event.
3.4.2. FINDINGS:
Organising a trade shows is an achievement in itself. The main stakeholder in the
exhibition is EO, exhibitors, visitors or trade buyers, exhibition centres, and
decoration contractors. The other services providers are freight forwarders, transport
and travel agents, hotels, conference organisers, public relations, and promotion
agents. Lui (2006) showed the relationship between EO and other stakeholders below.
The main objective of an exhibition is to create business between the exhibitors and
trade visitors or trade buyers. Lius (2006) figure showed the strong relationships
between EO and exhibitors, visitors, exhibition centres, likewise, between exhibitors,
decoration contractors and other stakeholders. Outside the main core, there are the
government supporting and regulating authorities, public service, middlemen and
agents. Public service includes customs, inspection and regulatory authorities,
commerce and industry, police and security, fire department and urban administration.
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Public Services
Government
Exhibitio
n
Organizer
s
Exhibitor
s
Customs
Buyers or
Visitors
Other
Stakeholders
Decoratio
n
Contractor
Exhibition
Center
Inspection
and
Regulatory
Authorities
Commerce
and
Industry
Police and
Security
Fire Dept.
Middlemen and
Agencies
Main Objective
Strong Relationship
Relationship
Some Relationship
Urban
Administrat
ion
2)
3)
32
Industrial
Influences:
Number of total
competitor
Number of new
competitor
Stages of industrial
Life Cycle
Company Influences:
Annual sales volume
Number of customers
Customer
concentration
Technical complexity
of products
Show performance
Selling function
Non-selling function
33
Environmental Influences:
Competitors in the market.
Competitors in the trade show.
New competitors in the trade show.
Present channel members at the show.
New channel members in the show.
Number of existing supplier at the show.
Number of new supplier at the show.
Number of visitors.
Quality of visitors.
Life cycle stage
Company Influences:
Annual sales
Number of customer
Customer concentration
Product complexity
Trade show budget
Trade show cumulative experience
The value of continuation to the
Exhibiting company
The geographical emphasis of the
company
Width and length of available product line.
Show performance
Sales
Intelligence
Supplier contacts
Phychological Objective
Booth management
Width and length of exhibited
lines
Show budget
Availability of new products
Booth quality
Booth management
Show objective
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On fair
Exhibits Events
Visitor contact procedure
Visitor Tracking
Visitor Interest
Buying Information
Post-Fair
Prompt follow-up
Delayed follow-up
Participation cost
While its quite natural to want to immediately close the book soon after a major trade
show ends, it is also somewhat natural for trade show exhibitors and organisers to
want to learn and improve things by evaluating and fixing the problems they might
have experience during the show. Experienced organisers who believe in and practice
the time tested, do it, fix it, do it again until you get it right attitude towards
35
organising will eventually iron out the various wrinkles that challenge the success of
their trade show program. When accomplished, and those nagging little problems are
solved for good, they can then afford themselves additional time to explore and
experiment with more clever organising innovation.
The details of the post trade show exhibition evaluation should include virtually all
aspect of the trade show exhibition presentation including but not limited to: product
presentation effectiveness, level of booth duty professionalism, efficient exhibit
communication, level of technical and management support provided, hotel and
transportation logistics, level of customer care, sales lead management and
distribution, literature support operation, press relations, pre-event meeting details,
and the exhibitors overall operation from opening to closing. One of the best ways to
gather information is on the last day of the show to hand out a post-event evaluation
form to all visitors and exhibitors for their opinion, concerns and suggestions. This
data should then be quickly summarised, evaluated and distributed within a week or
so to management with the added recommendation to make the necessary
improvement before the next show. All these variables and study helps to know the
performance of the trade show or measure the performance for the next show.
3.5.2. RECOMMENDATION
Pre-event planning will identify the right customer for exhibiting the products or
services, target market, budgeting the event, other factors associated with the event
and also the attractiveness of the booth and the booth location for each of the
exhibitor to satisfy their expectation. Thus, Pre-event planning should be conducted
with the participation of all level of stakeholders to make the event successful.
number of visitors can know about the event and can come to visit. There are various
medium of advertising. As an organizer, all the medium of advertising should be used
to promote the event not only during the event but also before the event so that the
participating companies should know to exhibit.
37
sector should construct the international level exhibition hall which must be fully
equipped whether by the coordination with GoN or by themselves.
performance of the event. The existing management companies lack equipment for
constructing additional hangers, manpower, technicians, skills and coordination.
Nepal lacks the competent event management company with full services thus, need
to hire from neighbouring country.
practice.
To use theoretical knowledge we learnt to achieve the company goals and
objectives.
To observe the organization culture and management system and try to
adjust in it.
To see and analyze the operations of the organization.
To develop good personal relationships by interacting with the employees
and staffs.
To actively participate in the work and try to gain as much knowledge as
possible.
To learn the strategies of organization and how it uses to tackle the
problems.
To analyze the strengths and weakness of organization and discuss with the
supervisor about the matters.
We gained knowledge about the organization i.e. FNCCI regarding the management
system and operations that are carried out by the organization. We develop
communication skills by dealing with exhibitors regarding fair. We used marketing
knowledge to attract new and potential exhibitors and visitors which will make the
fair successful. We worked for 7 hours a day and also worked extra time and day
when needed by the organization. Since we worked in Branding and Income
Generation Department we learned and analyzed how to organize fairs and promote
national products for the welfare of the country. We worked with supervisor in a
team so attended several meetings with full interaction and participation which
helped us to develop good communication skills and personal relationships with the
employees. We learned that FNCCI is a non-profitable organization, focusing for the
welfare of citizens and country without focusing on the profitability of the
organization so it has implemented non-profit strategy. We analyzed the organization
outstanding promoting strategy about fairs as strengths whereas the uneducated and
unskilled employees as the weakness.
39
From our analysis we think communication skills and marketing skills are the most
important skills needed in this field because its main goal is to promote products by
organizing different events and campaigns. We need to attract new and potential
exhibitors as much as possible. We need to promote products not only in Nepal rather
to the whole world by grabbing attention and creating hype in the world market.
We think everything that we learned during the internship has and will provide
innermost value to us. The knowledge we gained has helped us to develop ourselves
as a better human being. The skills that we develop during internship has made us
more skillful person than before which will undoubtedly help us to prosper and fly
high in the future crossing limits and reaching at the summit.
The skills like communicating and marketing acquired during internship will help us
in the work and as well as off the work in future. It has taught us how to communicate
with the employees and clients in a different approach. It has made us more
interactive and smart which we will need in each and every step in future. Also
marketing skill will help us in work to promote product/service by convincing
customers. It will also help to maximize the sales and gain the market share in the
overall market thus maximizing profit. So, we think the skills we acquired will
provide us unlimited value which will help us to succeed in future.
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REFERENCES
1) Tanner, John F., Chonko , Lawrence B., & Ponzurick, Thomas V.(2001).A
learning model of trade show attendance. Journal of convention & Exhibition
Management, 3(3), 3-26.
41
2) Cox, J . M., Sequeira, I.K., & Bock,L.L.(1986). Trade show trends: Audience
quality remains high. Business Marketing ,72(5), 108-114.
3) Hansen, K. (1999). Trade show performance : A conceptual framework and its
implications for future research. Academy of Marketing Science Review, 8,1
4) Kweon, C.H. (2003). Impacts of international exhibition services organizers
perception and participants satisfaction. Unpublished doctoral dissertion,
Sejong University, Seoul
5) Sashi, C.M. & Jim Perretty (1992), Do Trade Shows Provide Value?
Industrial Marketing Management,21,pp. 249-255.
6) Yin, R. (2003). Case study research design and methods. Thousand
Oaks:Sage
7) Liu, S.P. (2006). Introduction to China exhibition industry. Macau: Macau
Exhibition and Trade Association.
8) Kerin, R.A., & Cron, W.L .(1987). Assessing trade show functions and
performance:an explanatory study Journal of Marketing, 51(3), 87
9) Shoham, A. (1999). Performance in trade shows and exhibitions : a synthesis
and directions for future research. Journal of Global Marketing, 12 (3), 41-57
10) Zikmund, W.G. (2003). Essentials of marketing research, 2nd edition: Thomas
Learning
11) Senge, P.M (1990). The Fifth Discipline. New York: Doubleday/ Currency
12) Ackoff, R. (1999). Re- Creating the Corporate Future.New York: Oxford
University Press
13) Smith, D.K. (1999). Make Success Measurable. New York: John Wiley &
Sons.
14) Smith, D.K. (2004). On Value and Values. New York: Prentice-Hall.
APPENDIX
42
2.
a.
b.
c.
d.
e.
9. Do you think this fair would help to showcase our Nepalese product?
a. Yes
b. No
d. 50 above
11. Does anyone signed a contract for the supplies of your product?
a. Yes
b. No
46
Do you think that the trade fair was success? Why/why not?
3
a.
b.
c.
d.
e.
In what time period are you going to hold this event again?
1 year
2 year
5 year
Not going to held
9 Does this trade fair set a benchmark for the trade fair in Nepal?
a. Yes
b. No
a.
b.
c.
d.
e.
49
50
51
52
Address:
City:
..
Postal Code
Tel:
Fax
E-mail:
..
Website
Food Menu:
6*6 Sqm.
50,000 per stall
Name of Bank:
Account Name:
Swift Code:
Name
No. of stall:
Designation
53
54