Company Name

FAST FOOD CHAIN IN MAURITIUSINDIANA FAST FOOD SERVICES

The indian way

promoters• PUJA BHATIA • ALKESH DALVI• NINAD DAPHALE• NIKITA GUPTA• HET CHHEDA• BABITA SHEKHAWAT• SHRiDhAR JAUNJAL

PROFILE: IFFSØ Estd: 1995

Ø Business: Food & Beverage Industry

Ø Product Line: Sweets, juicaes & beverages, snacks, French fries, parathas, icecreams.

Ø Places of Services: Delhi, Chennai, Ahmedabad, Pune, Jaipur, Punjab.

Goals & VisionØ To be true to the customers by serving best

quality food in the most hygienic conditions, at highly affordable prices along with great service

Ø Our VISION is to retain the old principles and values at the same time make the business grow. We are always improving Our infrastructure, day-to-day operations, hygiene conditions, manufacturing units, welfare of the staff, safety measures, marketing and distribution

COUNTRY: PROFILE

• Mauritius is a small island

• Capital City: Port Louis (Pop: 155,600 (2009 )

• People: Hindu Indo-Mauritian (51%); Creoles (27%); Muslim Indo-Mauritian (17%); Others (5%)

• Languages: English, French, Creole

• Main Religion(s): Hinduism (52%); Christianity (28%); Islam (17%)

• Currency: Mauritian Rupee

MAP

About MauritiusØ Mauritius is the most accessible island in the Indian Ocean, boasting of a perfect

tropical holiday trip at bargained and affordable prices for an exotic holiday trip.

Ø Finding yourself surrounded amidst spectacular scenery--miles of lush sugarcane plantations, mystical mountains, pretty cascading waterfalls and rainforests abound with coniferous trees, is a real extravaganza.

Ø Though nestled up as a small island alongside the big African continent, it’s culture and lifestyle is influenced by British, Indian and French ties.

Physical Location:Ø Mauritius is a volcanic island in the Indian Ocean lying in the east of Madagascar

and southwest of India.

Ø Almost 11 times the size of Washington, DC, Mauritius terrain is small coastal plain rising to discontinuous mountains encircling central plateau.

Ø With about 600 people per square kilometer.

Ø Mauritius has one of the highest population densities in the world.

Ø There is no monsoon season, though cyclones hit the island every 15 years or so between November and May.

Tourist Attractions of Mauritius:

Ø Port Louis is the bustling capital of Mauritius of about 1, 38,000 people and a leading port.

Ø Here you can have a rendezvous with the spirit of this fascinating land, a potpourri of cultures, colorful traditions and festivals.

Ø During the day, it bustles with big-city commercial activities, while at night in contrast all the activity takes place at the swish new Le Caudan Waterfront, where you can enjoy casino, cinemas, shops, bars and restaurants.

Ø Mauritius is also popular due to its shopping facilities, restaurants and pubs.

Important Festivals and Exhibitions:

Ø Celebration of almost all the Hindu festivals in this island is a common phenomenon.

Ø Festivals like, Teemeedee, Thaipoosam Cavadee, Diwali, Pongal, Mahashivratri, New Year, Holi, Independence and Republic days are celebrated here.

A woman performs the sega in Pointe-aux-Piments, Mauritius

Mauritius “Street” Food EATING HABBITS

Ø For most Mauritians, daily practice is to eat during the daytime on the street sides, street stalls or in small local restaurants. This is a recommended way for the tourist to discover the local traditional food, enjoying the tastes of Mauritius and do so for very cheap.

Ø The hygiene in many of the stalls may be below average and may cause problems to those with a sensitive stomach.

Ø Very popular common “street food” is the Indian specialties of "dholl puries" or "rotis". In the big cities you will also find many stalls offering Chinese noodles, Lamb meet and recently also hamburgers.

Ø For those who like trying out Creole, Mauritian and Indian foods, eating on the street from street merchants is by far the most economical option and the food filling. Expect to pay anything from 10 Rupees (0.25 Euro) to 50 Rupees (1.2 Euro) for a full meal per person.

Eating habits

Ø Mauritian culture is a mix of Asian, Western and African cultures which reflects the eating habit of its inhabitant.

Ø With the advent of fast food chain , it is common to find a lot of burgers, pizza’s, fries in Mauritius.

Ø Mauritius cuisines' in most restaurants and road side stalls sell Chinese food.

Ø Mauritius cuisine has over the years blended the different influences and created a type of cooking very unique to island nation.

Cuisine in Mauritius

Ø Many French delicacies like daube, civet de lièvre and coq au vin are served with wine, giving it a true French flavor.

Ø Though there is a small Chinese community in Mauritius, the food has a very subtle southern Chinese influence.

GROWTH OF FAST FOOD IN MAURITIUS :

Ø Fast Foods forms a huge proportion of these types of food due to lack of time to prepare food at home.

Ø Working Women have less time to concentrate on cooking.

Ø Reasons behind success of Fast Food:

Ø 1. Cheap

Ø 2. Easy to handle & eat

Ø 3. Fast to buy.

PESTEL ANALYSIS OF MAURITIUS

Ø POLITICALØ ECONOMICALØ SOCIALØ TECHNOLOGICALØ ENVIRONMENTALØ LEGAL

POLITICAL1. Political Stability:

Ø. Mauritius Is One Of The Most Politically Stable Countries In The African Region. Its Various Ethnic And Religious Components Live In Harmony, United In A Common Endeavor To Enhance The Nation’s Economic Growth And Prosperity.

Ø. Mauritius Is A Multiparty Democracy Modeled On The British Parliamentary System. The Separation Of The Legislative, The Executive And The Judiciary Powers Is Built In The Constitution. The Legal System Is A Composite Of English Laws And The French Code Napoleon. The Highest Court Of Appeal Is The British Privy Council.

Ø. Free And Fair Elections Are Held Every Five Years. Democracy Is Solidly Founded And All Political Parties Can Be Represented In The National Assembly.

ECONOMICAL

2. Strong Economy :

Ø Over The Last Three Decades The Island Has Experienced Stable Economic Development And Growth.

Ø It Has Emerged From A Monoculture Economy Based On Sugar Cane To A Diversified Economy Resting On Four Main Pillars, Namely Agriculture, Export Processing Industries, Tourism And Financial Services.

Ø The Information And Communication Technology (ICT) Sector Is Now Being Developed As A Fifth Pillar.

Ø Grouped In The Higher Middle-income Countries In The African Region, The Island Now Enjoys A Per Capita Income Of Us$4,000. With An Average GDP Growth Of 5.7% Over The Past Five Years, It Is Looked Up To As A Model In Africa.

Ø State-of-the-art Physical Infrastructure, Comfortable Foreign Exchange Reserves, A Highly Educated And Productive Workforce With A Literacy Rate Of Some 86%, And A Robust And Diversified Economy Make The Island A Most Coveted Place For Business.

Economic Environment of MauritiusØ GDP - per capita: purchasing power parity - $13,300 (2005 est.)

Ø GDP - composition by sector: agriculture: 6.1%; industry: 29.9%; services: 64% (2005 est.)

Ø Unemployment rate: 10.5% (2005 est.)

Ø Population below poverty line: 10% (2001 est.)

Ø Agriculture - products: sugarcane, tea, corn, potatoes, bananas, pulses; cattle, goats; fish

Ø Industries: food processing (largely sugar milling), textiles, clothing; chemicals, metal products, transport equipment, non-electrical machinery; tourism

Ø Exports - partners: UK 33.1%, France 20.4%, US 14.8%, Madagascar 5.1%, Italy 4.1% (2004)

Ø Imports - partners: South Africa 11.3%, China 9.4%, India 9.3%, France 9.2%, Bahrain 5.3%, Japan 4.1% (2004)

Ø Fiscal year: 1 July - 30 June

SOCIAL3. Qualified Work Force :

Ø Mauritius Has A Literacy Rate Of Over 86 %. A Large Pool Of Well-educated And Easily Trainable Young People Is Ready For The Labour Market.

Ø A Skilled And Bilingual (English / French) Workforce, Graduates And Qualified Professionals Including Lawyers, Engineers, Programmers, Consultants, Accountants And Chartered Secretaries Are Available To Fill All Job Positions.

Ø Tertiary Education Is Available At The University Of Mauritius, The University Of Technology, Private Universities And In State-run Polytechnics.

Ø In Addition, Many Mauritians Benefit From International Exposure Through Overseas Education Namely In The UK, France, USA, Canada, India, Singapore, Australia And South Africa.

Ø The Labour Laws And Remuneration Orders Are Available From The Ministry Of Labour & Industrial Relations And The Mauritius Employers Federation (MEF).

TECHNOLOGICAL

4. Developed Infrastructure :-

Ø The government has invested heavily in infrastructure.

Ø Mauritius is today endowed with a developed and well-maintained road network, a modern

international airport, a well-equipped sea port, state-of-the-art telecommunications,

serviced land and new generation business parks.

Ø In 2005, the Ebene Cyber Tower was awarded the Intelligent Building of the Year by the

Intelligent Community Forum (ICF), USA.

Ø The whole island is supplied with electricity, water and telephone lines. Electric power and

water supply are stable.

ENVIRONMENTAL5. Pleasant Living Environment :-

Ø Mauritius is a melting pot of world civilizations, a blend of peoples of Indian, and Chinese, African and European descent. It prides itself on a uniquely rich culture embedded in a web of values and traditions.

Ø Known for their hospitability and warmth, Mauritians welcome foreigners into their circle of friends.

Ø The great majority is multilingual, being proficient in both English and French while mastering a third language such as Hindi, in addition to the local vernacular creole.

Ø All facilities are available in Mauritius in terms of accommodation, education, healthcare and medical services, shopping, recreation and sports.

Ø The island is not only reputed for its beautiful countryside, lagoons and beaches, but also for its heritage of colonial-style architecture, typical villages and folk traditions and festivities.

LEGAL6. Attractive Incentives :-

Ø The Government pursues a liberal foreign investment policy and offers attractive fiscal and non-fiscal incentives for the development of all sectors of the economy.

Ø These are grouped under two distinct categories, as detailed in the First and Second Schedules of the Investment Promotion Act 2000 (IPA 2000), according to the nature of the projects.

Ø Under the First Schedule, several investment schemes have been devised to suit the needs and requirements of investors. For projects falling under the Second Schedule, a flexible package of incentives is tailored.

Ø Incentives offered can be in the form of reduced corporate tax, exemption of customs on equipment and raw materials, preferential loan rates and reduced tariffs for electricity and water.

Ø Moreover, dividends paid to shareholders are tax-exempt. Free repatriation of profits, dividends and capital is allowed.

OTHER FACTORS

7. Preferential Market Access :-

Ø The success of the Mauritian economy, particularly export-oriented manufacturing has been largely dependent on the preferential access granted to our products on overseas markets.

Ø Through the various trade agreements and conventions signed with other countries, Mauritian products enjoy duty and quota free access to Europe, USA and Africa and Asia.

Ø In addition, the Government of Mauritius wields economic diplomacy at bilateral as well as multilateral level in order to continuously improve market access opportunities for Mauritian products and services.

8. Dynamic Private Sector: -

Ø. The private sector has played a crucial role in the economic development of the country.

Ø. It has been very proactive in the growth of key economic sectors, namely agriculture, manufacturing, tourism and the financial and business services. It is now venturing into the ICT sector.

Ø. Furthermore, the private sector is also keen on investing abroad and is enthusiastic to enter into partnership with foreign entrepreneurs and embark on joint ventures.

Ø. The SMEs, on the other hand, are open to proposals for collaboration from foreign entrepreneurs.

S. T. P. D. OF IFFS

Ø SEGEMENTATION

Ø TARGET MARKET

Ø POSITIONING

Ø DIFFERENCIATION

SEGEMENTATION

Ø Working class people as well as the tourists.

Ø All age groups

Ø Food lovers.

TARGET MARKET

Ø People Who Prefer Indian sweets and snacks.

Ø Hygiene conscious.

Ø Food on the go.

POSTIONING

“Elite food for customers”

DIFFERENCIATION

Unique Selling Point (USP): The Best Product With Traditional Taste And Service Sold At The Best Prices With Best Ingredients In The Most Hygienic Condition.

4P’S OF MARKETING OF IFFS.

Ø PRODUCTS

Ø PRICE

Ø PLACE

Ø PROMOTION

1. Products:

Our range of tasty food and sweets includes:

North Indian Sweets

Halwas Parathas

Bengali Sweets Dholl Puri

Snacks Kebabs

Lassis Biryani

Juices & Beverage

Variety of Flavours of Ice Creams

2.PRICE:

Ø Pricing Policy: - As All The Products Of IFFS

Are Well Known And Widely Accepted By

The Customers, Penetrating Strategy Is Used

I.E. Fair Prices With Quality Products

Ø Discounts: - Discounts Are Provided Only

When There Is A Large / Bulk Order Or For A

Corporate Order. On Special Occasions Like

Festivals 10% To 15% Discounts Are Given.

Ø Terms Of Delivery: - Free Home Delivery Of

Some Products Like Sweets If In Bulk

Quantity.

Ø Payment Terms: - Cash

3. Place (Distribution):

Ø IFFS Strongly Believes In The Best Practices For Production, Storage And Distribution.

Ø Our Skilled And Professional Staff Is Trained To Handle Our Delivery Department From Order Taking To Timely Delivery Of The Finished Products. Our System Has Been Tuned For Efficient And Punctual Delivery At Any Location.

Ø Our Products Are Delivered Fresh And Packaged In Properly Designed Materials Taking Into Account The Shelf Life, The Shape And The Texture Of The Product.

Ø Before Delivery We Thoroughly Understand Our Customers’ Consumption Pattern And Accordingly We Plan Our Packaging And Delivery.

Ø We Make Sure That The Products Are Fresh When Served To Customers.

4. Promotion:

Ø Advertising: - Print Media

Ø Local Newspaper

Ø Electronic Media: Advertisement on Business News Channel

Ø Facebook: ( to make people more aware of our brand, more people are

accessing net, low cost of promotion)

Ø Sales promotion: tie-ups with local festivals.

Ø Tie up with Airlines

SWOT ANALYSISØ STRENGTH

Ø WEAKNESS

Ø OPPORTUNITY

Ø THREATS

strength

Ø Lots of Indian influence…so we shall offer a lot of Indian dishes.

Ø Hygienic atmosphere

Weakness

Nil

OPPORTUNITYStay in Mauritius & spend in rupees soon:

Ø The Indian rupee may become the officially-accepted currency in faraway Mauritius if New Delhi accepts a proposal that is currently under the consideration of the Mauritian authorities. The move could also reinforce Mauritius’ geopolitical significance for India. Considering the strong links between the two countries and the recently-concluded free trade agreement (FTA), the idea of allowing the Indian rupee to be accepted in Mauritius is gradually gaining currency. The move will also facilitate the travel and hospitality industries of Mauritius, for whom the Indian customer is becoming increasingly important.

Ø The Mauritius travel trade is bullish on the idea and the deputy prime minister of the country, CG Xavier Luc Duval, is planning to take up the issue with Indian authorities. “If the central banks of the two countries can work out a system, it is possible to allow the Indian rupee to be used in Mauritius,”. Now on a visit to India, Mr. Duval said he would also consult representatives of the Indian travel trade on the impact of the move.

Ø If the proposal is accepted, the Indian tourist need not go through the trouble of first buying US dollars or Euros and then converting them to Mauritian Rupees while holidaying in the Indian Ocean nation. This would result in savings in terms of conversion costs.

threatØ Competition from local markets.

ØNearly 30,000 Indian tourists visited Mauritius last year and Mr. Duval expects the number to register a healthy increase. The average speed of tourists visiting Mauritius is estimated to be around $1,000.

ØA large business delegation is also accompanying the Mauritius deputy prime minister and Mr. Duval says that the interaction between the two industries would lay the foundation for strong business growth. I would also invite the Indian hotel industry to invest in Mauritius, he said, adding that efforts are being made to help Indian tourists feel at home in his country.

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