PROJECT OF MANAGEMENT ACCOUNTING ON

BLUE LAGOON RESTAURANT

Submitted to: PROF. RITESH SRIVASTAV Submitted by:

SAUMYA CHATURVEDI SIDDHARTH PREETY SHARMA VASUNDHRA KRUTIKA DOSHI PARMIT JAIN

ACKNOWLEDGEMENT
We would like to confer our heartiest thanks to our coordinator of Management Accounting Prof. Dr. Ritesh Srivastava for giving us the opportunity to expel and work in the field of practical applied accounting in respect of cost and its analysis. While preparing our project we have come across practical applications of the theoretical concepts and definitely the things which we have learned will undoubtedly help us in future. We would also like to thank all those people who directly or indirectly helped us in accomplishing this project.

TABLE OF CONTENTS

S.NO . 1 2 3 4 5 BUSINESS PLAN

TOPIC

PAGE NO. 4 5-6 6-11 11-25 26-27

INVESTMENT SCHEDULE MARKETING STRATEGIES DETAILS OF RESTAURANT PROMOTION

BLUE LAGOON: BUSINESS PLAN

Planning for a Restaurant

Restaurant Name: Blue Lagoon Location: Puri (Orissa) Logo:

Mission Statement: To be the first preference for all the potential customers. To provide best quality of foods and services. To create a beautiful adobe for the locals. To provide an exciting and serene ambience to the tourists.

Vision: To be the most popular and most preferred Food Chain across the Indian Coastal Region by 2015.

Finance and Capital budgeting of Blue Lagoon

Capital to be brought in by all partners and profit and loss will be shared by all partners by capital bought in ratio. Funds will be raised: Borrow Against Home. This is the oldest trick in the book. It's also one of the best because you can exert almost total control over the process. Of course, once the loan kicks in, we have monthly payments. If were starting a new business, it's a wise idea to set aside some of the proceeds from the home equity loan to help make these payments until the business can pay us a steady salary. Another way to get money out of the home but maintain a lower monthly payment is to refinance the mortgage with a new one. Borrow Against Insurance Policies. If we want to know where all our money goes, look at our insurance payments. Each month we probably pay for health insurance, life insurance, auto insurance and perhaps homeowner's insurance. Simply by writing our agent or insurance company, saying we want a policy loan. Most companies will lend up to 90 percent of the cash value, and our policy stays intact as long as we keep paying the premiums as they come due. But the good news is that loans against our insurance policy are fairly reasonable, since the rates charged are tied to the key money-market rate.

INVESTMENT SCHEDULE

Friends and Family. Friends and family present a formidable source of capital.

However, investments with friends and family can turn out bad when things don't go as planned. The situation can be even worse than with professional investors because friends and family react to bad news as much with emotion as with logic. Take the following steps to protect everyone from each other: 1. Get an agreement in writing. This will eliminate all conversations that start with, "You never said that."

2. Emphasize debt (loans) rather than equity (ownership). You don't want friends and family in your company forever. Before you know it, they start telling you how to run the place, and long-buried emotions emerge. Make it a loan, and pay it back as fast as you can.

3. Put some cash flow on their investment. If Dad says, "Here's $50,000--try not to lose it, and pay it back

PARTICULARS
LAND GENERAL EXPENSES(FURNITURE / INTERIORS) MACHINERY & EQUIPMENTS WAGES & SALARIES RAW MATERIALS (incl. of all expenses) MISCELLANEOUS EXPENSES TOTAL COST

COST(in Rs.)
20,000,000 12,500,000 15,000,000 50,00,000 15,000,000 8,000,000 75,500,000

as soon as you can," that's great. But consider paying some nominal interest at regular intervals so that you and he have a reality check. And it's better to pay this quarterly rather than monthly. This way, when things are teetering, your lender won't immediately know it.

Borrow Against Investments.

Marketing Segmentation, Targeting and Positioning: Segmentation

Market segmentation is the segmentation of markets into homogenous groups of customers, each of them reacting differently to promotion, communication, pricing and other variables of the marketing mix. Bases for segmentation in consumer market:Consumer market can be segmented on the following customer characteristics: 1. Geographic Segmentation. 2. Demographic Segmentation. 3. Psychographic Segmentation. 4. Behaviouralistic Segmentation.

1) Geographic Segmentation: - Potential customers are in a local, state, regional or national marketplace segment.

a. Region: - Segmentation by continent / country / state / district / city. As Puri is a tourist place, so our potential customers are local people as well as the tourists (Indian and Foreign) visiting Puri.

b. Size: - Segmentation on the basis of size of a metropolitan area as per its population size.

c. Population density: - Segmentation on the basis of population density such as urban density / sub-urban / rural etc.

d. Climate: - Segmentation as per climatic condition or weather. As the climate in Puri is generally hot so, the maximum number of tourists come in the period of October- March.

2) Demographic Segmentation: - Segmentation of customers based on demographic factors are:-

a. Age (dominant factor):-Segmentation is done on the basis of age of person. factor

Though Puri is famous for its temples, the Puri Beach attracts a lot of tourists. People usually flock together with their families, friends, and in big groups to enjoy the natural beauty. This actually hints at the presence of people from almost all age groups.

b.

Purchasing power (dominant factor):- Segmentation is done on the basis of dominant factor purchasing power of the customer.

The menu at our restaurant has been decided to attract the majority of the customers. It is reasonably priced so that the locals as well as the tourists do not have to think twice before spending and relish the food at our place. The tourists generally would like to spend more on shopping and less on food, so our restaurant provides them good food at the nominal prices.

3) Psychographic Segmentation: - Psychographic Segmentation groups customers according to their life-style and buying psychology. Many businesses offer Product or Services based on the attitudes, beliefs and emotions of their target market. The desire for status, enhanced appearance and more money are examples of psychographic variables.

As the trend of going on holidays with families has increased and also people have started more out parties due to the changing lifestyle and increasing income, so, the more number of customers will be a target of it. 8

4) Behavioristic Segmentation: - Markets can be segmented on the basis of buyer behaviour as well. Since all Segmentation is in a way related to buyer behavior, one might be tempted to ask why buyer behavior-based segmentation should be a separate method. The primary idea in buyer behaviour segmentation is that different customer groups expect different benefits from the same Product or Service and accordingly, they will be different in their motives in owing it and their behavior in buying it. Variables of buyer behavior are:-

a. Benefit sought: - Quality / economy / service / look etc of the Product or Service. As the restaurant would provide best quality of food at a very ambience environment so, it would be preferred by customers.

b. Usage rate: - Heavy user / moderate user / light user of a Product or Service. As the number of people going to restaurants have increased drastically so, it would be used frequently by its customers.

c. User status: - Regular / potential / first time user / irregular /occasional. Although at the start it is difficult to get peoples attention but as it will provide best services at a very reasonable price so, the locals in the long-run would be regular visitors. Also, the tourists going with a pleasant experience from this restaurant would be the indirect promoter of it as they will say good about it to others.

d. Brand Loyalty: - Hard core loyal / split loyal / shifting / switches. If you get any product or service of the best quality but at a lower cost, you become loyal to it. Also, the ambience is very important.

e. Occasion: - Holidays and occasion stimulate customer to purchase Product or Occasion Services. As mentioned earlier, the trend of going to the restaurants have increased tremendously, so, the customers, especially, the locals visit quiet frequently.

f. Attitude toward offering: - Enthusiastic / positive attitude / negative attitude / indifferent / hostile. As the ambience will be very good, so, the customers would be enthusiastic to come to this place.

TARGETING Target market is a business term meaning the market segment to which a particular good or service is marketed. It is mainly defined by age, gender, geography, socio-economic grouping, or any other combination of demographics. FACTORS TO BE CONSIDERED WHILE TARGET MARKET SELECTION Two important factors to consider when selecting a target market segment are the attractiveness of the segment and the fit between the segment and the firm's objectives, resources, and capabilities. Attractiveness of a Market Segment

The following are some examples of aspects that should be considered when evaluating the attractiveness of a market segment:

Size of the segment (number of customers and/or number of units). Growth rate of the segment. Competition in the segment. Brand loyalty of existing customers in the segment. Attainable market share given promotional budget and competitors' expenditures. 10

Required market share to break even. Sales potential for the firm in the segment.

Suitability of Market Segments to the Firm Market segments also should be evaluated according to how they fit the firm's objectives, resources, and capabilities. Some aspects of fit include:

Whether the firm can offer superior value to the customers in the segment The impact of serving the segment on the firm's image Access to distribution channels required to serve the segment The firm's resources vs. capital investment required to serve the segment

The better the firm's fit to a market segment and the more attractive the market segment, the greater the profit potential to the firm. Positioning "A Product or Service's position is how potential buyers see the Product or Service", and is expressed relative to the position of competitors. Positioning is a platform for the brand. It facilitates the brand to get through to the mind of the target consumer. POSITIONING CONCEPTS: - Generally, there are three types of positioning concepts:

Functional positions

Solve problems. Provide benefits to customers. Get favorable perception by investors (stock profile) and lenders.
Symbolic positions

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 Self-image enhancement. Ego identification. Belongingness and social meaningfulness. Affective fulfillment.
Experiential positions

Provide sensory stimulation. Provide cognitive stimulation.

DIFFERENT POSITIONING PLANKS / BASES:- Different types of positioning planks /bases are BASES:used by the marketers are:-

1. Economy:- Product or Service positioned toward a particular segment keeping in mind it economy. 2. Benefit:- Product or Service positioned with some beneficial features. 3. Gender:- Product or Service positioned for a particular segment. Gender: 4. Luxury and exclusiveness:- Product or Service or services positioned toward luxury segment. 5. Fashion for elite class:- Product or Service positioned for fashionable elite class or member of the society, who always want to stay ahead in term of fashion and demands exclusive Product or Services only. 6. Technology and value added features:- Positioning of a Product or Service according to its technological advancement and value added features.

The 4Ps of Blue Lagoon

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PRODUCT & PRICE SEA FOOD MENU

STARTERS: Ahi Tuna nachos Blackened seared ahi tuna served on crispy potato chips with wasabi sauce and mango ginger relish. (Rs170) Brisket nachos Tri-color tortilla chips covered with slow cooked brisket, black beans, cheddar and jack cheeses, topped with cilantro. Served with a side of diced jalapenos. (Rs-170) Fire Island Shrimp Fried shrimp with a spicy garlic chili sauce makes this dish simply irresistible. (Rs-170) Mexican Shrimp Martini A refreshing blend of shrimp, tomato salsa, and avocados. Served with tri-color tortilla chips. (Rs-180) Seafood Fondue A creamy blend of four cheeses, shrimp and crawfish. Served with homemade flour tortilla chips. (Rs170) Garlic shrimp Crispy shrimp, garlic butter, smoked bacon, cheese and bread crumbs. (Rs-180) Citrus fried tofu Sauted lettuce, fried tofu with sweet Corn, leek and basil citrus and blue cheese. (Rs-160)

SOUPS AND SALADS Roaring River Salmon Salad Grilled Salmon fillet with diced tomatoes, cucumbers, croutons, carrots, and red onions. (Rs- 160) 13

Tossed Shrimp Cobb Salad Blackened shrimp tossed with diced avocado, tomatoes, blue cheese, bacon, and red onions. (Rs-170) Mediterranean Greek Salad Flash-fried calamari, Kalamata olives, feta cheese, cucumbers, red onions and tomatoes tossed with mixed greens in a Greek vinegar. (Rs-160) Seared Ahi Tuna Salad Tuna seared rare and crusted with blackening seasoning and served with lettuce, onions and smoked potato. (Rs-160) Pacific Cove Crab Salad Lump crab tossed with tomatoes, celery, red onions, red bell peppers and avocados. Served on a bed of mixed greens with our sun-dried tomato sauce. (Rs-170) Emerald Seafood Soup Boiled shrimp with onions and garlic. A hint of vinegar and basil leaves. (Rs-120) Diced Chicken w/Sweet Corn Soup Simple chicken and sweet corm soup with cream and black pepper. (Rs-100) Hot and Sour Soup Hot and sour soup with fried bread crumbs dipped and cheese. (Rs-90)

MAIN COURSE Macadamia-Crusted Mahi Pan Sauted fillet drizzled with lemon-butter and served on a bed of sauted baby spinach with new potatoes. (Rs-300) Sizzling Trout Pecan-crusted and served with honey garlic butter on the side, baby spinach, lettuce and fried potatoes with cheese. (Rs-260)

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Cashew Shrimp Spaghetti Cashew Shrimp Pasta, Shrimp and squid sausage in spicy lettuce cream sauce with onions and red bell peppers over spaghetti. (Rs-300)

White Paradise Fried shrimp in a spicy cheesy sauce with mushrooms, sauted onions, celery and spices served with white rice. (Rs-300)

Fried Crab with Sun dried Tomatoes Fried Crab and penne pasta tossed in oregano, onion and garlic sauce with asparagus, celery, basil and sun dried tomatoes. (Rs-300)

Smoked Prawns Smoked Prawn with white paper, mushrooms, bell peppers and garlic. Served with lettuce, baby spinach, celery, cheese and rice. (Rs-270)

INDIAN SOUPS Cream of Tomato Soup Rs-50 Cream of Mushroom Soup Rs-55 Veg. Sweet Corn Soup Rs- 60 Chicken Sweet Corn Soup Rs-65 15

Veg. Hot and Sour Soup Rs-55 Chicken Hot and Sour Soup Rs-65 Chicken Clear Soup Rs-70

BAR-BE-QUE Full Afgani Chicken Tandoori chicken Haryali Chicken Chicken Haryaali Tikka Chicken Tikka Paneer Tikka Roasted Potato Rs- 190 Rs- 180 Rs-180 Rs-190 (12 Pcs.) Rs-180 (12 Pcs.) Rs-180(12Pcs.) Rs-70.00 (3 Pcs.) Half Rs-100 Rs-90 Rs-90 Rs-100(6 Pcs.) Rs-90(6 Pcs.) Rs-90(6 pcs.)

MAIN COURSE Full Butter Chicken Butter Chicken Boneless Chicken Tikka Masala Karahi Chicken Rs-290 Rs-300 Rs-290 Rs-290 Half Rs-150 Rs-160 Rs-150 Rs-150

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Handi Chicken Tawa Chicken Chicken Curry Chicken Masala Rarha Mutton Keema Curry Keema Mutter

Rs-300 Rs-290 Rs-290 Rs-300 Rs-260(8 Pcs.) Rs-130 Rs-140

Rs-160 Rs-150 Rs-150 Rs-160 Rs130(4 Pcs.)

VEGETERIANS Karahi Paneer Paneer Butter Masala Shahi Paneer Pudina Paneer Paneer Do Pyaza Mutter Paneer Palak Paneer Palak Kofta Malai Kofta Navrattan Korma Mushroom Mutter Stuffed Tomato Mix Vegetable Gobhi Masala Rs-90 Rs-90 Rs-85 Rs-90 Rs-90 Rs-80 Rs-75 Rs-80 Rs-85 Rs-85 Rs-80 Rs-75 Rs-70 Rs-70

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Alu Gobhi Dum Alu Kashmiri Jeera Alu Dal Makhani Dal Tadka Rajma Makhani Chana Masala

Rs-65 Rs-70 Rs-70 Rs-70 Rs-60 Rs-70 Rs-75

RICE Chicken Biryani Hyderabadi Mutton Biryani Mutton Biryani Egg Biryani Veg. Biryani Navrattan Biryani Veg. Fried Rice Egg Fried Rice Chicken Fried Rice Mixed Fried Rice (Non-Veg.) Veg. Pulao Peas Pulao Boiled Rice Rs-90 Rs-110 Rs-100 Rs-75 Rs-70 Rs-80 Rs-65 Rs-75 Rs-85 Rs-90 Rs-60 Rs-60 Rs-35 18

ROTI Tandoori Roti Tandoori Butter Roti Rumali Roti Missi Roti Lacha Parantha Pudina Parantha Veg. Stuffed Parantha Paneer Stuffed Parantha Keema Stuffed Parantha Plain Naan Butter Naan Paneer Stuffed Naan Keema Stuffed Naan Rs-8 Rs-10 Rs-10 Rs-15 Rs-15 Rs-18 Rs-24 Rs-28 Rs-35 Rs-16 Rs-20 Rs-34 Rs-38

CHINESE Vegetable Chowmein Egg Chowmein Chicken Chowmein Chilli Garlic Chowmein (Veg.) Rs-60 Rs-70 Rs-80 Rs-70

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Chilli Garlic Chowmein (Chicken) Mix Chowmein (Non-Veg)

Rs-85 Rs-95

CHICKENS Chilli Chicken (Dry/Gravy) Garlic Chicken (8 Pcs.) Manchurian Chicken (8 Pcs.) Chicken Sweet & Sour (8 Pcs.) Shredded Chicken Garlic Sauce Lemon Chicken VEGITARIAN DISHES Chilli Paneer (Dry/ Gravy) Chilli Potato Veg. Sweet & Sour Veg. Manchurian Paneer Manchurian Mushroom Chilli Dry Veg. in Garlic Sauce CHOPSUEY & SPRING ROLL Vegetable Chopsuey Chicken Chopsuey American Chopsuey Chinese Chopsuey Rs-70 Rs-80 Rs-85 Rs-85 20 Rs-90 Rs-70 Rs-80 Rs-75 Rs-90 Rs-85 Rs-75 (8 Pcs.) Rs-150 Rs-160 Rs-160 Rs-160 Rs-160 Rs-160

Spring Roll (Veg.) Spring Roll (Egg) Spring Roll (Chicken)

Rs-50 Rs-60 Rs-70

BEVERAGES Coke, Diet Coke Pink Lemonade Tea Beer Budweiser Bud Light Miller Light Miller Genuine Draft Premium Beer Heineken Dos Equis Corona Shiner Bock Wines White Yellow Tail Chardonnay (glass / bottle) Ecco Domani Pinot Grigio (glass / bottle) Clos du Bois (Glass / bottle) Beringer White Zinfandel (glass / bottle) Geyser Peak Savignon Blanc (Glass / bottle) Red Meridian Merlot (glass / bottle) Meridian Cabernet Sauvignon (glass / bottle) Rs-25 Rs-30 Rs-20

Rs-80 Rs-85 Rs-80 Rs-90 Rs-150 Rs-175 Rs-180 Rs-170

Rs-250 / Rs-800 Rs-250 / Rs-800 Rs-300 / Rs-950 Rs-200 / Rs-750 Rs300 / Rs-950

Rs-250 /Rs- 800 Rs-250 / Rs-900

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DESSERTS Key Lime Pie Bread Pudding with Bourbon Sauce Chocolate Moose Cake Colossal Cheesecake with Raspberry sauce Molten Chocolate Brownie With Ice Cream Classic Carrot Cake Gulab Jamun(2 Pcs.) Moong Dal Halwa Rs-80 Rs-90 Rs-75 Rs-80 Rs-85 Rs-80 Rs-30 Rs-70

PLACE Puri is one of the most popular Orissa beaches that is thronged by the pilgrims all round the year. The shimmering sand, high rising waves and the unbroken sea bed of Puri lure national and international tourists. Puri is popular for its temple of Lord Jagannath. The temple was built in the 12th century and dedicated to the Lord of the Universe. Indian and foreign tourists arrive in large numbers every year to seek the blessings of Lord Jagannath, the reigning deity of the region. The pilgrims wade through the waters of the Bay of Bengal and often gather in large numbers in the beaches to take the traditional dip. It has one of the finest beaches in the world and home of craftsman and artisans who produce rare beautiful handicrafts of a large variety. The sunny beach at Puri is one of the finest in the world. Watching the sunrise in a symphony of colours is a wonderful experience. It is one of the most popular seaside resorts where visitors from any part of the globe can comfortably relax.

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Communication: Airlines : Bhubaneshwar is the nearest airport from Puri. One can easily fetch a vehicle or pick a bus to Puri. Rail Lines : From Calcutta, New Delhi, Tirupati and Ahmedabad there are direct trains to reach Puri Bus Lines : By road Puri is 60-km from Bhubaneswar and 35-km from Konark on Marine Drive.

Certain facts: As per an article in Orissa Business News on Wednesday, February 11, 2009, titled: Pilgrim city Puri most favoured destination for tourists in Orissa The pilgrim city of Puri is still the most favoured destination for tourists. As many as 22,12,466 domestic tourists and 17,025 foreign tourists visited Puri during 2008. Highest number of foreign tourists came from the United Kingdom closely followed by France and Germany. While 2,290 from the UK visited Puri, 1904 tourists from France visited the city followed by , 1568 from Germany, 1398 from US, 1302 from Japan, 602 from Australia, 534 from Switzerland, 468 from South Korea, 619 from Spain, 684 from Netherland, 661 from Canada, 269 from China, 245 from Nepal, 184 from Bangladesh and one from Pakistan. In terms of domestic tourist inflow, the largest number of 4,13,067 tourists to visit Puri came from West Bengal. Similarly, 79,648 tourists from Andhra Pradesh, 35,620 from Bihar, 9,734 from Punjab, 12,10,450 from Orissa, 442 from Goa, 884 from Puducherry, 3097 from Tripura, 34,124 from Tamil Nadu and 59,515 from Maharashtra visited the city during the period.

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Ambience of BLUE LAGOON

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BLUE LAGOON excels at providing the diners tables of finest fare in the most elegant & friendly surroundings. Our finest cuisine restaurant is set to give out you all the convivial pleasures with expert service. The 24hr, all day dining restaurant, specializes in live cooking counters and an elegant and subtle ambience. The restaurant offers continental, Italian, Indian, Chinese, and all time South Indian favorites. The Restaurant aims at earning a place in the hearts of thousands of diners serving in the exotic ambience of our restaurant from traditional Indian dishes to continental and Chinese specialties.

BAR Sip a relaxing drink at the lobby bar or the adjoining sundeck with a panaromic view the Sea. In the evenings enjoy foot tapping music finest musicians.

Watch the sun set over the Sea, drink in hand at this alfresco bar. By day take a dip in one of our pools, relax on loungers or perch on a bar stool and savour your drinks at leisure.

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BUFFET

OUR DINNING ROOM

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OUR KITCHEN

Keeping in mind the diverse customers in Puri we cearted separate kitchens for vegitarian and nonvegitarian menu.

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PROMOTION

BLUE LAGOON
NATURAL AS THE SEA

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MAIN COURSE

EXPLORE A NEW SIDE OF PURI HELP US IN SERVING U BETTER VISIT TODAY ITSELF.......

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