PROJECT REPORT

ON

“FEASIBILITY STUDY OF SETTING UP A NEW RESTAURANT

THEMED AS A “BEACH SIDE RESTAURANT” IN NAGPUR”

A REPORT SUBMITTED TO RASHTRASANT TUKADOJI MAHARAJ

NAGPUR UNIVERSITY IN PARTIAL FULFILLMENT OF THE REQUIREMENTS

OF BACHELOR OF BUSINESS ADMINISTRATION (BBA) COURSE,

SPECIALSATION IN MARKETING MANAGEMENT

FOR THE ACADEMIC SESSION 2007-2008.

PREPARED BY:

RITIKA NAGPAL

GUIDED BY:

PROF. SATYENDRA PATNAIK

DEPARTMENT OF MANAGEMENT STUDIES AND RESEARCH

TIRPUDE COLLEGE OF SOCIAL WORK

CIVIL LINES, NAGPUR-440001

ACKNOWLEDGEMENT

This project is the outcome of the help and encouragement provided by all faculty

members, who were a continuous source of inspiration and who guided me in all my

endeavors.

I take this opportunity to thank all those who were a great support behind this

project and without their unconditional support this project on this paper would not have

been completed.

First of all I would like to thank my parents for giving me back up and full support

in completing this project.

My heart felt gratitude to Prof Lalit Khullar, Head of Department, DMSR,

Tirpude College of Social Work, and Nagpur for making available all the resources.

I am indebted to Mr. SATYENDRA PATNAIK, my chief guide without whose

support and timely suggestion this report would not have been completed. I express my

sincere thanks to other staff members of my institute who directly or indirectly helped me

in preparation of my project.

Last but not the least I would like to thank all those who are not mentioned, but

whose contribution has been instrumental towards completion of this project.

DECLARATION

I, RITIKA NAGPAL, hereby declare that with the exception of the suggestion and

guidance received from my supervisor Mr. SATYENDRA PATNAIK this project work

titled “FEASIBILITY STUDY OF SETTING UP A NEW

RESTAURANT THEMED AS A “BEACH SIDE RESTAURANT” IN

NAGPUR”

is my original work. This dissertation as one, which is substantially the same as this

has not been submitted by me for any other examination of this university or any other

university.

Nagpur RITIKA NAGPAL

Date: BBA III

2007-2008

CERTIFICATE

This is to certify that Miss. RITIKA NAGPAL is a Bonafied student of the

Bachelor of Business Administration (BBA) course, Specialization in MARKETING

MANAGEMENT, session 2007-2008, of the Department of Management Studies and

Research Tirpude College of Social Work, Nagpur.

The candidate has worked under the supervision of Mr. SATYENDRA

PATNAIK and has satisfactory conducted project work for not less than one academic

session. The project submitted by him is his own work and is complete so as to warrant

its presentation for examination.

This project work entitled “FEASIBILITY STUDY OF SETTING UP A

NEW RESTAURANT THEMED AS A “BEACH SIDE

RESTAURANT” IN NAGPUR”” which is in partial fulfillment requirement for

the above course, is being forwarded to Rashtrasant Tukdoji Maharaj Nagpur University

for examination.

MR. SATYENDRA PATNAIK MR. LALIT KHULLAR

Project Guide Head of the Department, DMSR,

Tirpude College of Social

Work

Introduction to Hospitality sector in India:

Hospitality is all about offering warmth to someone who looks for help at a strange or unfriendly place. It refers to the process of receiving and entertaining a guest with goodwill. Hospitality in the commercial context refers to the activity of hotels, restaurants, catering, inn, resorts or clubs who make a vocation of treating tourists.

Helped With unique efforts by government and all other stakeholders, including hotel owners, resort managers, tour and travel operators and employees who work in the sector, Indian hospitality industry has gained a level of acceptance world over. It has yet to go miles for recognition as a world leader of hospitality. Many take Indian hospitality service not for its quality of service but India being a cheap destination for leisure tourism. With unlimited tourism and untapped business prospects, in the coming years Indian hospitality is seeing green pastures of growth. Availability of qualified human resources and untapped geographical resources give great prospects to the hospitality industry. The number of tourists coming to India is growing year after year. Likewise, internal tourism is another area with great potentials.

Indian tourism and hospitality sector has reached new heights today. Travelers are taking new interests in the country which leads to the upgrading of the hospitality sector. Even an increase in business travel has driven the hospitality sector to serve their guests better. Visiting foreigners has reached a record 3.92 million and consequently International tourism receipts have also reached a height of US$ 5.7 billion. Hospitality Industry is closely linked with travel and tourism industries. India is experiencing huge footfalls as a favorite vacation destination of foreigners and natives and the hospitality industry is going into a tizzy working towards improving itself. Fierce competition and fight to rank on the number one position is leading the leaders of this industry to contemplate on ideas and innovate successful hospitality products and services every day. This is a gem of a project report for those who are aspiring to venture into the hospitality industry of India.

Contribution to the Indian economy:

Hospitality industry plays a major role in the overall economic growth of the country. Along with the rapid industrial growth and promotion of tourism, the catering and hotel sector is booming and offering huge job prospects to Indians.

Hospitality industry helps in finding out the perfect jobs in the Catering and Hotel industry that range from restaurants to hotels. With this era of globalization and growth in the Hospitality industry, the demand for qualified and experienced professionals in India and overseas is increasing. The hotel industry in India has a latent potential for growth. This is because India is an ideal destination for tourists as it is the only country with the most diverse topography and relative political stability. At present India attracts approximately 2.5 Million tourists every year, which is just 0.4% of the world tourist arrivals.

Currently, customer retention and repeat clientele is the name of the game. Hotels those are able to provide customer a product where the service is consistent and of a level required by the target market, will only survive. The industry, always ready with innovative ambitious business plans and the spirited management plotting the right strategies, is contributing its might to improve the position of the Economy. So the role of the Indian hospitality industry and their contribution to the Indian Economy is significant. There have not been many exploratory researches in this area. But there is every need to work on the economics for a proper planned growth at a macro level. Also the WORLD definitely looks better and happy with ALL the hospitality it can muster.

HISTORY OF RESTAURANTS:-

Food catering establishments which may be described as restaurants were known since the 11th century in Kaifeng, China's northern capital during the first half of the Song Dynasty (960–1279). With a population of over 1 million people, a culture of hospitality and a paper currency, Kaifeng was ripe for the development of restaurants. Probably growing out of the tea houses and taverns that catered to travellers, Kaifeng's restaurants blossomed into an industry catering to locals as well as people from other regions of China.[1]

Restaurants catered to different styles of cuisine, price brackets, and religious requirements. Even within a single restaurant much choice was available, and people ordered what entree they wanted from written menus.[1] An account from 1275 writes of Hangzhou, the capital city for the last half of the dynasty:

"The people of Hangzhou are very difficult to please. Hundreds of orders are given on all sides: this person wants something hot, another something cold, a third something tepid, a fourth something chilled; one wants cooked food, another raw, another chooses roast, another grill".[2]

The restaurants in Hangzhou also catered to many northern Chinese who had fled south from Kaifeng during the Jurchen invasion of the 1120s, while it is also known that many restaurants were run by families formerly from Kaifeng.[3]

Ma Yu Ching's Bucket Chicken House was established in Kaifeng in 1153 AD during the Jurchen-controlled Jin Dynasty (though documentation does not exist to prove continuous service) and is still serving up meals today.

[edit] Western world

In the West, while inns and taverns were known from antiquity, these were establishments aimed at travellers, and in general locals would rarely eat there. Restaurants, as businesses dedicated to the serving of food, and where specific dishes are ordered by the guest and generally prepared according to this order, emerged only in the 18th century. According to the Guinness Book of Records, the Sobrino de Botin in Madrid, Spain is the oldest restaurant in existence today. It opened in 1725.

The term restaurant (from the French restaurer, to restore) first appeared in the 16th century, meaning "a food which restores", and referred specifically to a rich, highly flavoured soup. It was first applied to an eating establishment in around 1765 founded by a Parisian soup-seller named Boulanger. The first restaurant in the form that became standard (customers sitting down with individual portions at individual tables, selecting food from menus, during fixed opening hours) was the Grand Taverne de Londres (the

"Great Tavern of London"), founded in Paris in 1782 by a man named Antoine Beauvilliers, a leading culinary writer and gastronomic authority[4] who achieved a reputation as a successful restaurateur. He later wrote what became a standard cookbook, L'Art du cuisinier (1814).

Restaurants became commonplace in France after the French Revolution broke up catering guilds and forced the aristocracy to flee, leaving a retinue of servants with the skills to cook excellent food; whilst at the same time numerous provincials arrived in Paris with no family to cook for them. Restaurants were the means by which these two could be brought together — and the French tradition of dining out was born.

A leading restaurant of the Napoleonic era was the Véry, which was lavishly decorated and boasted a menu with extensive choices of soups, fish and meat dishes, and scores of side dishes. Balzac often dined there.Although absorbed by a neighbouring business in 1869, the resulting establishment Le Grand Véfour is still in business.

The restaurant described by Britannica as the most illustrious of all those in Paris in the 19th century was the Café Anglais (the "English coffee-shop") on the Boulevard des Italiens, showing for a second time the high regard that Parisians evidently had for London, England, and the English — at least when it came to naming their restaurants. Restaurants then spread rapidly across the world, with the first in the United States (Jullien's Restarator) opening in Boston in 1794. Most however continued on the standard approach of providing a shared meal on the table to which customers would then help themselves (Service à la française, commonly called "family style" restaurants), something which encouraged them to eat rather quickly. The modern formal style of dining, where customers are given a plate with the food already arranged on it, is known as Service à la russe, as it is said to have been introduced to France by the Russian Prince Kurakin in the 1810s, from where it spread rapidly to England and beyond.

“SANTO CIELO”-The Beach Side Restaurant.

“There is no love sincerer than the love of food” Food is a necessity in life. Food habits and style differs among various religion and

community. India, being a secular country enjoys diverse food habits and patterns. With the changing food habits and patterns among more and more health conscious people, food industry have developed into a booming and upcoming industry in India.

“A restaurant is a fantasy-a kind of living fantasy in which diners are the most

important members of the cast.” The primary objective for establishing this restaurant is to provide an

environment and a variety of quality food at affordable prices and at same time an excellent provision for entertainment also.

If you are visiting this restaurant, the soft, golden sand invites you to walk bare

feet while the sea breeze caresses you. The air gets cooler when it starts drizzling and raindrops make their own little design in the soft sand.

Let the magic seep in at the palm fringed Benaulim beach while you enjoy a hot cup of coffee or rich mocktails, relaxing under an umbrella and hearing the beats of the rain. These umbrellas are a part of the restaurants that dot the beach. The tempering aroma from the restaurants makes you feel hungry and there is plenty to indulge in. Over the weekends the restaurant has a little carnival of its own with barbecue, bonfire, and multicuisine dishes.If you want to experience the real beach life-style, try this restaurant.

Product and Services summary:

Efforts will be made to come up with superior quality and variety of dishes and services. The restaurant will have a comprehensive menu covering wide varieties of mocktails, snacks and other dishes.Specialised and trained, personnel’s would be appointed. Provisions for take a ways would be made. People are very conscious of the drinks and food they are having. Hence we can assure and satisfy them by providing them quality food.

FEASIBILITY STUDY :

Feasibility analysis / project appraisal is an exercise whereby a leading financial

institution makes an independent assessment of various aspects of an investment

proposition to arrive at financial decision.

The factors generally considered by an institution while appraising the project can be

shown by the following diagram.

For our project feasibility report (PFR), we need to take into consideration following

aspect.

PROJECT APPRAISAL

LEGAL SOCIAL ECONOMIC MANAGERIAL COMMERCIAL

TECHNICAL FINANCIAL MARKETING ORGANIZATIONAL

PROJECT APPRAISAL

LEGAL SOCIAL COMMERCIAL FINANCIAL MANAGERIAL

1. LEGAL ASPECT : The legal aspect of appraisal are fundamental as

they logically precede all other aspects-this is so

because the bank, will not finance a project unless it

stands assured that the project satisfies all legal

requirements.

a) Licenses: The legal requirements for the venture includes to obtain the various

licenses which are as follows :

(i) Food & drug license from Nagpur Municipal Corporation.

(ii) Gas license from the explosives department.

(iii) Shop & Establishment license from the office at Labour court, Gumastha.

(iv) Entertainment license

b) Taxes: Income tax should be paid according to Income Tax Act requirement.

c) Government policies: We will strictly adhere to various government policies

related to our project like: Maintaining the sound limits as prescribed by

government.

2) COMMERCIAL ASPECT:

In setting up any project, estimation of demand for the product / services

proposed to be provided by the entrepreneur is the first important step.

The commercial feasibility of our project can be understood from the following

view points.

LEGAL ASPECT

(a) Licenses

(b) Taxes

(c) Govt. policies

a) PRICE :

PRICE

HIGH

PRODUCT

QUALITY

MEDIUM

LOW

NINE PRICE – QUALITY STRATEGIES

1. PREMIUM STRATEGY:-

Use a high price where there is a uniqueness about the

product or service. This approach is used where a a substantial competitive advantage

exists.

2. HIGH VALUE STRATEGY:-

When medium price level and high quality product are

coupled together, its known as high value strategy.

HIGH MEDIUM LOW

1.

PREMIUM

STRATEGY

2.

HIGH VALUE

STRATEGY

3.

SUPER VALUED

STRATEGY

4.

OVER CHARGING

STRATEGY

5.

MEDIUM STRATEGY

6.

GOOD VALUE

STRATEGY

7.

RIP-OFF

STRATEGY

8.

FALSE ECONOMY

STRATEGY

9.

ECONOMY

STRATEGY

3. SUPER VALUED STRATEGY:-

When marketers provide high quality products at

low price levels, its known as super valued strategy.

4. OVER CHARGING STRATEGY:-

When medium quality product are provided at

high price, its known as over charging strategy.

5. MEDIUM STRATEGY:-

When medium quality products are provided at medium

prices, it’s known as medium strategy.

6. GOOD VALUE STATEGY:-

When marketers provide medium quality products at

low prices it’s known as good value strategy.

7. RIP-OFF STRATEGY:-

When a strategy using high price but low quality products is

used it’s known as rip-off strategy.

8. FALSE ECONOMY STRATEGY:-

When marketers combine low quality with

medium prices, it’s known as false economy strategy.

9. ECONOMY STRATEGY:-

When low quality products are provided at low prices,

it’s known as economy strategy.

Our venture aims at giving high quality product at medium price, thus we will use

high value pricing strategy.

Method of pricing used will be GOING-rate PRICING i.e. the prices will be

largely based on competitor's prices.(60% margin).

b) DISCOUNTS :

In general, students discount will/may be provided which might amount to

5% and for oldies 10%

c) PRODUCT/SERVICE QUALITY:

As mentioned earlier, this restaurant will aim at providing high quality

product/services.

d) We are targeting at catering to all income group.

3) FINANCIAL ASPECTS:

Under this project one needs to examine the work ability of the project in respect

of financial consideration.

No loan has been taken from outside. Partners capital is------------- of about First

years net profit is expected to be--------------- The partners are thus being able to

recover their investment on first year itself.

4) SOCIAL ASPECT :

Any project can neither be established nor work in vacuum. It functions in a

society .It affects the society and is also affected by the society. Hence the social

aspects play an important role in functioning of any project. As far as social

requirements of society, in the sense that it provides a place to relax and enjoy.

5) MANAGERIAL ASPECT:

Proper management is the under lying factor for any project to be feasible. Proper

management here implies the existence, smooth coordinating and relation, a good

team spirit, high motivation among the members of the organization and proper

co-ordination between the music corner and the restaurant.

A conductive environment will be created so as to ensure that all the above factors

are present.

Aims and objectives:-

Nagpur is growing in All areas, be it fashion sector, food and beverage sector, the environment sector etc .therefore, this report aims at studying the buying behavior of the customers and also to find out whether there is a demand for a restaurant themed as beach sideThe objective of the study includes a study of market characteristics:

Market characteristics:-

Taking into account the fact that nagpur apart from being the centre of India, has great scope and potential for the boom of various sectors, a good restaurant has become a must in the city as there are only mostly fast foods to spend their leisure people need more different and better places .even the flow of visitors has increased manifolds.

MARKET CHARACTERISTICS:-

Taking into account the fact that Nagpur apart from being the centre of India, has

great scope and potential for the boom of various sectors , a good restaurant has

become a must in the city as there are only mostly the fast food outlets specializing in

only some particular cuisine and people need more leisure places to spend their time.

Even the flow of visitors has increased manifolds.

IDENTIFY POTENTIAL CUSTOMERS:

1. Demographic profile of customers.

2. Characteristics of customers, age, sex, income, etc.

3. Details of family background.

4. Attitude of people towards such a restaurant

5. Buying habits and relevant information for new venture.

6. Their preference for the services offered,

EXPECTATION OF CUSTOMERS:

1. Identify the importance of various aspects like (quality and variety of food,

location, environment, hygiene etc, parking facility, etc) while visiting a

restaurant

LIST OF INFORMATION REQUIRED

EXPECTATION OF CUSTOMERS

ANALYSE COMPETITORS

DESCRIBE ASSUMPTIONS

IDENTIFYPOTENTIALCUSTOMERS

EVALUATE MARKETS

2. To know the satisfaction level derived by the people from the present restaurants

of Nagpur.

3. To find out the motives behind visiting any restaurant or coffee shop.

ANALYSE COMPETITORS:

1. To find out the level of competition among the existing restaurants.

2. To know the unique features of the top restaurants in Nagpur, as well as their

negative aspects.

3. Future plans of the restaurant and coffee shop owners.

4. Investigate the various services offered by them in detail.

DESCRIBE ASSUMPTIONS:

1. Market niche for positioning restaurant.

2. Pricing approach used in plan.

3. Method of making a market.

EVALUATE MARKETS:

1. Future markets and trends or changes.

2. Window of small business Opportunity.

3. Niche position information.

SCOPE AND LIMITATIONS:-

The study of this report was restricted to the city of Nagpur only. The nerve centre of

Vidarbha, Nagpur is the third largest city in the western Indian state of Maharashtra after

Mumbai and Pune. With a population of 2.1 million (2001 Census), Nagpur was the 13th

largest urban conglomeration in India in 2001 and the foremost city in Maharashtra's

eastern Vidarbha region. Nagpur is also the state's Winter Capital and the headquarters of

Nagpur District and Nagpur Division administrations.On a global scale, Nagpur is

estimated to be the 114th largest city and the 143rd largest urban area in the world in 2006

in terms of population.Nagpur is also important geographically as it lies practically at the

centre of India with the country's geographical centre (Zero Mile) being situated here.[Moreover, Nagpur is well-known throughout India as a trade centre for high-quality

oranges grown in the surrounding region and hence the city is also known as Santra

Nagari (for 'Orange City').

Nagpur is a growing industrial centre and the home of several industries, ranging from

food products and chemicals to electrical and transports equipment

As mentioned above the study is restricted to the buying behavior of the customers in

Nagpur only.

LIMITATION OF THE STUDY:-

Generally every research has its own limitations. The limitations of our study are as

follows:-

1) One major constraint was cost. A thorough study involved substantial cost and

was beyond the affordability of the researcher.

2) Limited time was allotted for the study. Hence time factor became a major

limitation of our research work.

3) Paucity of time and resources led to small sample size.

4) The study was focused on information obtained from the respondents and the lack

of proper knowledge on their part may have been included in our study.

5) Though an effort was made in selecting respondents from different age groups of

Nagpur, a 100%proportionate representative sample could not be chosen.

RESEARCH METHODOLOGY

RESEARCH:-

Generally Research is considered as an endeavor to arrive at the answers to

intellectual and practical problems through the application of scientific methods to the

knowledge universe. It is movement from known to unknown.

According to Clifford Woody “ Research comprises defining and redefining of

problems, formulating hypothesis or suggested solutions, organizing and evaluating data,

making deductions and reaching conclusion, and at last carefully testing the conclusions

to determine whether they fit the formulating hypothesis.”

METHODS OF DATA COLLECTION:-

Collection of Data refers to a purposive gathering of information relevant to the

subject matter under study and the methods used depend mainly on the nature, purpose

and scope of the enquiry to be undertaken, as well as on the availability of resources and

time.

The Data Collection can be grouped under two types:-

Primary Data

Secondary Data

PRIMARY DATA :-

Primary data are those which are collected for the first time. They are original in

character. They are collected by the researcher for the first time for his own use.

The sources of Primary data include:-

Direct Personal Investigation

Interview

Drafting a questionnaire

DIRECT PERSONAL INVESTIGATION :-

This implies the situation where the researcher goes into the field of study in

person for the collection of required data. Also, the investigation of this nature is

normally confined to a single locality and the information gathered is capital in nature.

INTERVIEW METHOD :-

Every interview has got its own balance of revelation and has withheld

information. An interview can be effective informal verbal or non verbal conversation

initiated for the specific purpose and focused on certain planned content areas.

A method of interview consists of Direct Personal Interview and the Telephone

Interview. Direct Personal Interview requires face-to-face contact with the respondent.

Other types of Interviewing Techniques are structured or unstructured method. The

interview based on pre-determined questions and standardized techniques is called

Structural Interview. Here the number and nature of question, order of asking, wording of

questions etc. and response pattern are highly standardized. The unstructured form of

interview is adjusted to the level of respondent. The wordings, the order of questions etc.

can be changed depending on the response pattern. Telephone Interview can be used as

follow-up of a mailed question and is fairly used to carry out on the actual Interview.

QUESTIONNAIRE METHOD :-

Yet another of data collection is a Survey that consists of asking questions

intended to cover a cross-section of population. A questionnaire is generally mailed or

handed to the respondent and filled by him without the help of the interviewer. The

researcher has to ensure that the questionnaire is relevant. It should be relevant both to

the study’s goal and to the respondent. Questionnaire should not make the researcher feel

that he/she could have constructed a better one. Questions should not be ambiguous. The

level of wording the questions should match the educational level of the respondent but

the questions should generally be kept simple.

Questionnaires can be of two categories, Close ended and Open ended. Close

ended questions have answers that are easy to code and analyze and sometimes this can

be done right from the questionnaires, thereby saving time and money. It helps

respondents to be sure and clear about the meaning of the questions.

Open ended questionnaires are other type of mailed questionnaires. Open ended

questions can be used when all the possible answer categories are not known or where the

investigator wish to know the respondent’s opinion. The respondent is expected to

answer adequately, in detail or to clarify an answer.

SECONDARY DATA :-

Secondary data are those which have already been collected by others. When it is

not possible to collect data in primary form the researcher may take the help of

Secondary data. They are those which have already been collected with some other view

in mind. They are collected for serving the objectives other than what the researcher

might have in his mind.

The sources of Secondary data include:-

Books

Websites

Journals

Magazines

BOOKS :-

A book is a collection of paper or other material with text, pictures, or both

written on them, bound together along one edge, usually within covers, library and

information science, a book is called a monograph to distinguish it from serial periodical

such as magazines, journal or newspapers.

WEBSITES :-

A website may be the work of an individual, a business or other organization and

is typically dedicated to some particular topic or purpose. Any website can contain a

hyperlink to any other website, so the distinction between individual sites, as perceived

by the user, may sometimes be blurred.

Websites are written in, or dynamically converted to, HTML (Hyper Text Markup

Language) and are accessed using a software program called a web browser, also known

as an HTTP client.

JOURNALS :-

Many Publications issued at stated intervals, such as magazines or the record of

the transactions of a society, are often called Journals. In academic use, a journal refers to

a serious, scholarly publication, most often peer reviewed. A non-scholarly magazine

written for an educated audience about an industry or an area of professional activity is

usually called a professional journal. The purpose of a journal is to provide a place for

introduction and scrutiny of new research, and often a forum for the critique of existing

research.

MAGAZINES :-

A magazine is a periodical publication containing a variety of articles, generally

financed by advertising, purchased by readers, or both. In practice, magazines are a

subset of periodicals, distinct from those periodicals produced by scientific, artistic,

academic or special interest publishers.

ANALYSIS:-

MARKETING RESEARCH AND ANALYSIS:-

The objective or "Marketing research and analysis" is to establish that the market exists

for the proposed venture.

For understanding the market following restaurants were analyzed in detail:

Highway glory

Chokhar dhani

Ashoka

Airport center point

Moksh

Our "Market Research and Analysis" provides a summary of potential customers,

markets and competitors.

MARKETS:

The market trend shows good future prospect for the beach side restaurant , as there is

currently no other such restaurant in Nagpur which provides both different varieties of

food and entertainment/environment under one roof.

ELEMENT OF THE MARKETING PLAN:-

PRODUCT FOR SERVICES

QUALITY AND CONSISTENCY AND HOW THE PRODUCT WILL BE POSITIONED IN MARKET.

PRICING SYSTEM PRICING METHODS, DISCOUNTS, QUALITY AND BULK PRICES, METHODS TO SET PRICES

PROMOTION MIX STRATEGY OF COMBINING APPROPRIATE USES OF PUBLIC RELATIONS, ADVERTISING, EVENTS ETC.

DISTRIBUTION CHANNELS

MEANS OF PROVIDING DELIVERY TO THE CUSTOMERS

MARKETING PLAN

The details of our marketing plan are as follows:

1. Product or service:

The BEACH side restaurant will provide a wide variety of food, beverages and

entertainment services.

Our menu will include a vivid collection of Indian as well as continental cuisine

from many parts of the world.

The items to be catered should be restricted to the following only:

Mocktails

Snacks

Multicuisines

Deserts

The legal requirements for the venture include obtaining the various licenses like:

1. Food licenses

2. Shop and establishment licenses

3. Entertainment licenses

2. Pricing System:

1. Prices of product and services

2. Discount facility present

3. Credit facility absent

4. Membership fee

3. Promotional Mix:

The various promotional tools that may be used are:

1. Visual media

2. Printing media

3. Hoardings

OPERATING ELEMENTS

FACILITIES INVENTORY HUMAN RESOURCE

OPERATIONS OTHER ISSUE

Purchases,

Equipment,

Parking and other issues

Opening inventory,

Purchasing system,

Inventory Management supplies and

support

Operating personnel,

Skill requirement

Supervision services and

support

Unusual requirement

Service structure,

Quality control,

Safety and maintenance

Insurances,

Licenses,

Security system

OPERATION PLAN

1. Facilities:

The various factors required for bringing the project to action as well as to make it

continue working are:

a. Purchase of shop: -----------sq ft will be purchased,

b. Equipments:

Lighting

Musical equipments

Kitchen accessories

Furniture and futures

Air conditioners

Generator

2. Inventory:

Through proper and effective inventory management, the inventory level will

be maintained.

Store manager will be taking care of the store.

Any shortages/surplus will be met through the purchasing system.

3. Human resources:

Personnel Nos. Qualification

Manager & Cashier 1 Should have done hotel Management

from any Renowned institute.

Helpers 3 No specific skills required.

Training will be provided to all the employees on a regular basis as per the

requirement.

4. Operations:

a. Proper safety and maintenance measures will be taken.

b. Fire extinguishers and other safety equipments will be made available.

c. Security guards will be appointed,

d. Quality:

High and consistent quality of products and services will be made available.

5. Other issues:

Licenses: The legal requirement for the venture includes obtaining the various

licenses like:

1. Food licenses

2. Shop and establishment licenses

3. Entertainment licenses.

ANALYSIS OF THE QUESTIONNAIRE:-

GENDER

GENDER

MALE

FEMALE

INCOME

OUTINGS SPENT WITH

0

20

40

60

80

100

120

Below 15,00015,000-30,00030,000 &ABOVE

INCOME

PREFERRED HANGOUT

0

20

40

60

80

100

120

140

FAMILY FRIENDS TOURISTS

OUTINGS SPENT WITH

0

20

40

60

80

100

OTHERS HOME CLUB RESTAURANT

PREFERRED HANGOUT

FREQUENCY OF VISIT

LOCATION

LOCATION

020406080

100120140160

VERY IMPORTANT

IMPORTANT

NEITHER IM

PORTANT

NOR U

NIMPO

RTANT

NOT

IMPORTANT

0102030405060708090

OCCASIONS WEEKLY EVERYDAY MONTHLY

FREQUENCY OF VISIT

ENVIRONMENT

ENVIRONMENT

020406080

100120140160

VERY IMPORTANT

IMPORTANT

NEITHER IM

PORTANT

NOR U

NIMPO

RTANT

NOT

IMPORTANT

HYGEINE

HYGEINE

020406080

100120

VERY IMPORTANT

IMPORTANT

NEITHER IM

PORTANT

NOR U

NIMPO

RTANT

NOT

IMPORTANT

COST

COST

020406080

100120140160180

VERY IMPORTANT

IMPORTANT

NEITHER IM

PORTANT

NOR U

NIMPO

RTANT

NOT

IMPORTANT

QUALITY OF SERVICE

QUALITY OF SERVICE

020406080

100120140160

VERY IMPORTANT

IMPORTANT

NEITHER IM

PORTANT

NOR U

NIMPO

RTANT

NOT

IMPORTANT

PARKING FACILITY

PARKING FACILITY

020406080

100120140

VERY IMPORTANT

IMPORTANT

NEITHER IM

PORTANT

NOR U

NIMPO

RTANT

NOT

IMPORTANT

PREFERRED LOCATION

PREFERRED LOCATION

0

20

40

60

80

100

120

RAMDASPETH DHARAMPETH SADAR WARDHAMANNAGAR

KIND OF SERVICE

CONCLUSION FROM THE ANALYSIS:-

With the detailed analysis of all the aspects of the project, we come to the conclusion that

this venture is feasible from almost all the aspects and at the same time it Promises to

provide a very fair return. Some of the findings are:-

1. There are more family visitors than the students and also many tourists.

2. Most of them prefer visiting this restaurant with there family.

3. The restaurant is a preferred hang out for maximum no. of people and maximum of

them have a taste for good food and different environment.

4. The finding also revealed that frequency of visit on a weekly basis was the maximum.

5. The survey also revealed the fact that location plays a major role in setting up any

venture.

0

50

100

150

200

TABLE SERVICE SELF SERVICE

KIND OF SERVICE

6. The environment and hygiene level provided are very important and important

respectively for the people.

7. The cost, variety of food, music, parking facility, quality of service all plays an

important role.

8. Ramdaspeth proved to be the most preferred location for setting up the coffee shop.

9. Ninety percent of the people prefer table service as compared to self service

BIBLIOGRAPHY

1) website:

www.google.com

www.wikipedia.com

www.altavista.com

2) magazines:

Center spread

Happening Nagpur