PROJECT REPORT ON INTRODUCTION TO BUSINESS 2015

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 PROJECT REPORT ON INTRODUCTION TO BUSINESS 2015

PREFACE

Business environments are becoming more and more complex with the passage of times to
understand and deal with such riddle phenomenon; one needs a lot of energy and knowledge so
business education has become an evolving science, which helps to solve the business problems.
Academic education provides a general knowledge about business decisions and policies.

This report as an integral part of our course INTRODUCTION TO BUSINESS provides the
opportunity of peeping into real professional life of the business people. It enables us to evaluate
and understand the practical application of all the terms and techniques that we have studied
during our course work.

We were assigned to complete our project comprising introduction to business, as we have

launched a new restaurant with product name Fish n Fry. In this Project Report we have tried our
level best to explain each and every significant aspect of the business comprehensively.

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 PROJECT REPORT ON INTRODUCTION TO BUSINESS 2015

ACKNOWLEDGEMENT

“It is not possible to prepare a project report without assistance & encouragement of other
people. The one is certainly no exception.”

First of all we are thankful to “ALMIGHTY ALLAH”. Who gave us the strength,
patience, courage and enthusiasm needed to write and complete this report, then
to our parents who supported us financially and encouraged at every step

We have taken efforts in this project. However, it would not have been possible without the kind
support and help of many individuals. We would like to extend our sincere thanks to all of them.

We are highly thankful to our course instructor Ma’am. Sadia Khurram who has given us such
opportunity to work on Introduction to Business; she has leaded us to have the practical exposure
of business environment.

Although there may be many who remain unacknowledged in this humble note of gratitude there
are none who remain unappreciated.

We extend our gratitude to IQRA UNIVERSITY for giving us this opportunity.

Any omission in this brief acknowledgement does not mean lack of gratitude.
Sincerely,

ANUS AHMED SIDDIQUI

ISFANDYAR KHAN

HAMZA ARIF

DANIA QASIM

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 PROJECT REPORT ON INTRODUCTION TO BUSINESS 2015

EXECUTIVE SUMMARY

Fish n Fry is a restaurant located at Do Darya at a huge land where we provide a chance to do
fishing. The raw material is the fish that would be bought of a good quality and in a large
quantity. It would be transported and would be left in the pond. We will make sure that the fishes
we got are also for breeding. As we all know there are many other restaurants located
everywhere in Karachi, where sea food is being served but we are providing such an
environment that our customers will assess a joy of live fishing and eating. All the fishing
equipment would be provided by us so that our customer can enjoy fishing and then there is a
small decorated area where they can have a chef for their assistance and then they can prepare
the food according to their wish. There would be even guiders there who would help out in
fishing and provide guidance and tips. We would hire good guiders who have know-how of
fishing and can guide others. Rather than this there would a very scheduled maintenance of the
pond and the restaurant too. The environment provided to the customers will be eco-friendly and
safe, with hygienic food. The restaurant would also provide a special setup according to the
customer’s requirement, like a party setup, bonfire, dance floor, free wifi etc. All things would be
under great security the customers would also be provided with guider for fishing. The customer
we are targeting are those who like to go to long drive, fishing, party, bonfires or/and the people
who like to do something new. We follow differentiated (segmented) marketing because we
target only those people who love fishing and adventurous because our resort is for those people
who wants to go on fishing. We mainly focus on Factors Affecting Buying Behavior of our
costumer, Culture of our resort is purely Pakistani. We don’t follow any western culture. Our
resort is for people for all social class. Our resort is not for any particular class, because we don’t
believe in division of society. Personal Factor, Age-Life Cycle: Our resort is for every age and
life cycle people. We welcome everyone to our resort whether they are old or young. Our
competitive advantage is that we are the 1st one in Pakistan who launch this kind of resort in
which we provide you pool where you can do fishing and after fishing we provide you necessary
things which helps you in frying or making that fish to you eat. Not a single resort in Pakistan
providing this kind of service and it would be adventurous for those who love fishing and wants
to go for fishing. Our target market includes seafood lovers & many other consumers, which we
have segmented from the Demographical, Geographical, and Psycho graphical & Behavioral

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 PROJECT REPORT ON INTRODUCTION TO BUSINESS 2015
point of view. Six most popular restaurants that give diners a chance to sample a variety of
mostly Pakistani foods, buffet-style, are Lal Qila  ,, Revolving Restaurant , Rangoli  inside
Arena gaming arcade, Sky grill located inside Avari towers and The Village located at Sea
View. We have competitors like BBQ Tonight, KOLACHI, Sajjad Restaurant, AL-Habib
Restaurant. Our aim is to start a business with least capital, and provide good quality fish, we
have 7 years lease Land and we have sea bondage for fishing that will be taken a contract from
government we will use baby fishes that almost grow in 3 months that cost 125,000Rs also we
provide fish equipments which almost cost 30,000Rs we will use 8kv Gas Generator and for the
advertisement we use print media, magazine, brochure etc which cost almost 70,000Rs. In other
words we commence a new business with 1,400,000 Rs. We have prepared a financial
documentation for this feasibility plan of a new product. These were all the pros & cons,
features, benefits and the way we would serve our customer. And by concluding on our
restaurant we would just like to add that according to our opinion our restaurant would be too
successful because the innovative idea behind this is too unique. The people of Karachi like to do
something new, and always try things with a different and unique feature. Our restaurant would
attract many people. They would be impressed by our idea, service and food. Adventurous
people, who loves to cook the food near lakes and sea, so they appreciate the concept and
experience in our restaurant.

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 PROJECT REPORT ON INTRODUCTION TO BUSINESS 2015

TABLE OF CONTENTS
TITLE PAGE

PREFACE

ACKNOWLEDGMENT

EXECUTIVE SUMMARY

1. INTRODUCTION

1.1 Mission statement…………………………………………………………….8

1.2 Company Internal Environment……………………………………………..9

2. PRODUCT DESCRIPTION

2.1 Product Portrayal…………………………………………………………….10

2.2 Key features………………………………………………………………….11

2.3 Product benefit……………………………………………………………….11

2.4 Uniqueness……………………………………………………………………11

2.5Competition……………………………………………………………………12

2.6 Customer and their needs……………………………………………………..12

3. MANAGEMENT TEAM…………………………….………………………..13

4. MARKET AND COMPETITION………………….…….…………………..13

4.1 Consumer Behavior………………………………….………………………..14

4.2 Market Size…………………………………………..….…………………….15

4.3 Market Growth………………………………………………………………..15

4.4 Market Segmentation……………………………………………………………..16

4.5 Target Market…………………………………………………………………….16

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 PROJECT REPORT ON INTRODUCTION TO BUSINESS 2015
5. COMPETITIVE ANALYSIS

5.1 SWOT analysis……………………………………………………………………17

6. MARKETING AND SALES

6.1 Price……………………………………………………………………………….18

6.2 Place……………………………………………………………………………….18

6.3 Promotion…………………………………………………………………………18

7. BUSINESS SYSTEM……………………………………………………………….19

8. FINANCIAL PLANNING AND FINANCING……………………………………20

CONCLUSION

REFRENCES AND SOURCES USED

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 PROJECT REPORT ON INTRODUCTION TO BUSINESS 2015

1.INTRODUCTION:

Company name MARKETING CHAMPS

Product Name RESTAURANT

Brand Name/s FISH AND FRY

MARKETING ENVIRONMENT

Macro Environment

1.1. Mission Statement:

“Develop a tasteful experience that people will remember throughout life”

The basic reason behind the idea was that we did not have any restaurants in a picnic spot with
good food and facilities without membership that any family or anyone could visit at any time.
Fishing restaurant will give everyone the opportunity of visiting a place that will allow them to
enjoy a beautiful farm house, have fun with their families playing or catching fish in safe and
healthy environment while eating delicious food.

1.2. Company’s Internal Environment

In the fast life of metropolitans such as Karachi eating out is a common thing one may not be
doing it on purpose but in need due to no time for getting everything and cooking it than eating
it. People are getting used to this life and the exciting aspect of going out with friends & family
to a good place, having fun there enjoying your time while having good food is no more there.
People are looking for everything at one place. And although Karachi is city near the ocean or a
vast world of different sea food we still don’t see a lot of good places offering the consumers a
healthy sea food. There for we developed the concept of opening a restaurant FISH n FRY that
will not only serve as a picnic point where you can go for scuba diving or play beach volley ball
but it will mainly give you an opportunity of fishing what you want to eat and get it cooked the
way you want it to be cooked and also giving you a chance to indulge.

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 PROJECT REPORT ON INTRODUCTION TO BUSINESS 2015

2. PRODUCT DESCRIPTION:

2.1. Product Portrayal

Fish n Fry is a restaurant located at Do Darya at a huge land where we provide a chance to do
fishing. In the sea where some are is bounded by our restaurant. As we all know there are many
other restaurants located everywhere in Karachi, where sea food is being served but we are
providing such an environment that our customers will assess a joy of live fishing and eating. All
the fishing equipment would be provided by us so that our customer can enjoy fishing and then
there is a small decorated area where they can have a chef for their assistance and then they can
prepare the food according to their wish. The environment provided to the customers will be
eco-friendly and safe, with hygienic food. The restaurant would also provide a special setup
according to the customer’s requirement, like a party setup, bonfire, dance floor, etc. All things
would be under great security the customers would also be provided with guider for fishing.

2.2. Key Features:

The main features of restaurant are that we provide all the facilities according to our guest type.
We provide place for bonfire, fishing equipment’s, fishing and cooking guider, dancing floor.

2.3. Key Benefits:

1. We are providing a range of fishing with all the equipments and proper gadgets. These are
types of fishing we are providing.

 Fishing line fishing: In this type of fishing, the fisherman uses a fishing rod, which holds a
fishing line with a hook on the end. The fisherman attempts to get the fish to bite the hook by
placing lures near the hook or by placing live bait on the hook.

 Hand fishing: It is a form of fishing that involves using the hands, although hand line
fishing also falls under this category. With hand line fishing, a fishing line containing weights
and a lure may also be used. True hand fishing is typically used in lobster diving and pearl
diving.

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 PROJECT REPORT ON INTRODUCTION TO BUSINESS 2015
 Bow fishing: Involves using a bow and standing above the water to shoot the fish.

2. We have designed a normal garden area where families can enjoy their food with live cooking
in front of them.

3. We are also offering private setup for parties:

 Bonfire

 Parties (dance, concert, match screening, etc)

2.4. Uniqueness:

This restaurant is completely with a unique concept in our market. This provides our guests a
joyful place for their spending their time and relaxing with freedom of a wide range of services.
Like bonfire, dance party, live fishing and live cooking.

2.5. Customers and their Needs:

The customer we are targeting are those who like to go to long drive, fishing, party, bonfires
or/and the people who like to do something new. As we all know that people in Karachi like to
do new things and the restaurant environment provided by us is a new concept hence people
would like to try it.

2.6. Competition:

There is no competing restaurant such which provides these facilities. Rather though Karachi has
such restaurants that provide fish cuisine but don’t provide such environment of live fishing.

3. MANAGEMENT TEAM:

The members of the management team are:

 Isfandyar Khan

 Hamza Arif

 Dania Qasim

 Anas Ahmed

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 PROJECT REPORT ON INTRODUCTION TO BUSINESS 2015
Each member of the management would play a different role. Isfandyar Khan would look after
the purchasing of fishes, their feed, and equipment’s. Hamza Arif would look after for the
promotional and marketing sector. Anas Ahmed would look after for the other restaurant cooking
items that’s would be needed in the restaurant. Dania Qasim would look after for the
maintenance and security of the restaurant. But when the restaurant would be operating all 4 will
work equally as a team.

All members have a lack of experience but we are hard workers and seek to learn.

4. MARKET & COMPETITION:

There are two types of Customer markets which have impact on our restaurant that are
Consumer Market and Business Market while Resell market, Government market and
International market don’t have any impact on our restaurant.

o Consumer Market

Consumer market is our target market, which we have targeted. If our consumer marker didn’t
get satisfy from our restaurant. This may lead to the failure of our restaurant.

o Business Market

Our Business market includes our suppliers from where we can get the raw material for our food
products. They have an impact on our business if they increased their prices this increase the cost
of production in our business.

4.1. Consumer Behavior:

Factors Affecting Buying Behavior of our costumer:

4.1.1. Culture:

Culture of our resort is purely Pakistani. We don’t follow any western culture because we are in
Pakistan and we proudly follow Pakistani culture.

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 PROJECT REPORT ON INTRODUCTION TO BUSINESS 2015
4.1.2. Social Class:

Our resort is for people for all social class. Our resort is not for any particular class, because we
don’t believe in division of society.

4.1.3. Social Factors:

We serve everyone equally whether they are individuals for families, from which social class
they belong or what their status is. Everyone is equal for us.

4.1.4. Personal Factor:

 Age-Life Cycle:

Our resort is for every age and life cycle people. We welcome everyone to our resort
whether they are old or young.

 Occupation:

Our resort is for every one whether he is blue-collar worker or business executives
everyone who are fishing and adventurous loving can come to our resort.

 Economic Situation:

As we are fully aware of economic situation and world is going through recession but
prices of our resort is very affordable and people can afford it whether they are going through
recession or not.

 Lifestyle:

Lifestyle is important aspect of personal factor. Our resort is for those who love activities
like fishing and adventurous loving persons, and there interests are in food.

4.2. Market Size:

As concerned to the factor of sales our product is unique hence quite many people would be
attracted and would try at least once. And others who would try it and find something special
would prefer coming to our restaurant.

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 PROJECT REPORT ON INTRODUCTION TO BUSINESS 2015
4.3. Market Growth:

Thinking of the market growth, as there is no product such like us, and the facilities provided by
us to our customer at a good price, we would have the monopoly of the market. But the
competition would start if a restaurant opens same as ours, it would also threaten our market
monopoly.

4.4. Market Segmentation:

4.4.1. Geographic:

Location:

Our location would cover the city and is near one of the most famous food area of Karachi.

4.4.2. Demographic:

Age:

For all but mostly our target market is young adventurer’s age from 15 to 30

Gender:

For both male and female

Income:

The people who have high income starting from 60,000 as average income holder will not able to
afford our prices. As our target market is upper middle and elite class.

Occupation:

People who are having occupation of labor or any other lower level occupation may not afford
our restaurant as we are targeting upper level group (high income holders)

4.4.3. Psychographics:

We are mainly focus on higher class, Higher mid class and Middle class.

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 PROJECT REPORT ON INTRODUCTION TO BUSINESS 2015

4.4.4. Behavioral:

User Status:

Fishing and adventurous loving people will be our regular user because they will always come
again and again to our resort and want to come again and again.

Usage Rage:

Regular user of our resort are those who love fishing and adventurous.

Loyalty Status:

Adventurous people always remain loyal towards our resort because people love to experience
these things again and again

4.4.5. Competitors:

Karachi has several fantastic upscale restaurants, which serve a huge variety of cuisines. Most of
the upper-end restaurants are either located within one of the major hotels in the city (the
Sheraton, the Pearl Continental and Avari Towers), or in the trendy shopping district of
Zamzama in Defence.

Most popular restaurants that give diners a chance to sample a variety of mostly Pakistani foods,
buffet-style, are Lal Qila  , Rangoli  inside Arena gaming arcade, Sky grill located inside Avari
towers and The Village located at Sea View. Built in the style of a 17th-century Mughal fort, Lal
Qila offers barbecue, biryani, and a local beef-based delicacy; haleem, Chinese, sea food in small
variety in its open brick courtyard. Beware long lines during the peak evening dining hours. The
Village is by the beach at Sea View (Clifton) and is very popular.

People with concerns about spiciness and hygiene of the food available, particularly those
visiting from abroad; tend to find them at BBQ Tonight, which is one of Karachi's most popular
restaurants.

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 PROJECT REPORT ON INTRODUCTION TO BUSINESS 2015
4.4.6. Unique Selling Proposition:

Though there are many good restaurants all over Karachi but our restaurant is providing different
facilities that are not provided in any other restaurant. Our customer would experience a joy of
live fishing and eating.

4.5. Target Market:

We follow differentiated (segmented) marketing because we target only those people who love
fishing and adventurous because our resort is for those people who wants to go on fishing.

5. COMPETITIVE ANALYSIS:

Our competitive advantage is that we are the 1st one in Pakistan who launch this kind of resort in
which we provide you pool where you can do fishing and after fishing we provide you necessary
things which helps you in frying or making that fish to you eat. Not a single resort in Pakistan
providing this kind of service and it would be adventurous for those who love fishing and wants
to go for fishing.

5.1. SWOT Analysis:

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 PROJECT REPORT ON INTRODUCTION TO BUSINESS 2015
STRENGTH WEAKNESS

1-We are providing low production cost. 1-It is easy to copy the idea by others.

2-We are providing at reasonable price. 2-Competitors can offer similar product
quickly.
1. 3-The strength of the restaurant is the new
theme which provides the people those 3-Limited flexibility in pricing.
who want to experience the fishing and 4-The restaurant is new and not established.
cooking both things at the same time so try 5- High competition.
our restaurant.

2. 4-We are providing the good environment

and ambiance.

3. 5-We are providing the pond for fishing.

4. 6-We are providing the chefs for your

guidance in cooking.

5. 7-We are providing trainers who would

guide on fishing.

8-We will provide reasonable customer

satisfaction.

OPPORTUNITIES THREATS

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 PROJECT REPORT ON INTRODUCTION TO BUSINESS 2015
1-Large market 1. 1-People will take time understand the concept
2- High demand 2- High competition in future by copying the
3- We are providing the opportunities to idea
the new band, singers, television
Contractor. 3-Political and legal influences.

4-Plans to expand in other provinces of 4- Alternatives are avoidable in some segment

Pakistan.
5-Comparativley low price among
competitors.

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 PROJECT REPORT ON INTRODUCTION TO BUSINESS 2015

6. MARKETING & SALES:

6.1. Place:

Our restaurant would be near Do Darya, Karachi.

6.2. Price:

Pricing is playing a main role to drag customer attraction towards the restaurant. So we decide to
set prices of services according customer type. We are providing our luxurious services in
economical price with different types of packages by adopting Product Line Pricing approach.
By this strategy more people would came towards our services and enjoy their holidays. Our
margin would be average not too high and not too low.
 Product Pricing Strategy:
Our strategy is simple provide luxuries thing in economical cost and provide good quality and
quantity than you don’t need to find the customers , customer will fine you.
 Price Adjustment Strategy:
We are done our price adjustment strategy by following these approaches.
 Discount pricing:
 for parties
 Seasonal packages etc.

6.3. Promotion:

6.3.1. Promotion objectives:

Our restaurant promotion objective is to promote the help yourself concept in the customers and
provide them the adventures experience in the fishing and cooking and to promote the
uniqueness of our restaurant.

6.3.2. Advertising objective:

Our restaurant advertising objective is to remind customers nothing is impossible and they can
help their selves in cooking, cooking it’s not boring its fun to be cooking and fishing.

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 PROJECT REPORT ON INTRODUCTION TO BUSINESS 2015

6.3.3Advertising strategy:

Our advertising strategy is based on the creating a message which conveyed our main theme and
selecting the media like print media which settle down in the customers mind.

Target the adventures people and those who love to experience the unique things.

6.3.4. Advertising media:

The advertising media which we are using to promote our restaurant is banners and billboard and
print media.

1. banner
2. brouchers
3. billboards
7. BUSINESS SYSTEM:

Our business involves several different steps after the completion of restaurant structure and the
pond.

The raw material is the fish that would be bought of a good quality and in a large quantity. It
would be transported and would be left in the pond. We will make sure that the fishes we got are
also for breeding. All fishing equipment and food making resources would be bought. A group of
chefs would be employed, not very high level but a moderate one who knows how to prepare a
good fish cuisine. Further some group of waiters would also be employed. There would be even
guiders there who would help out in fishing and provide guidance and tips. We would hire good
guiders who have know-how of fishing and can guide others. Rather than this there would a very
scheduled maintenance of the pond and the restaurant too.

The operation is that the customer can do fishing and prepare the food and have it of their own
choice all help and services would be provided by the restaurant.

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 PROJECT REPORT ON INTRODUCTION TO BUSINESS 2015

8. FINANCIAL PLANNING AND FINANCING:

Our aim is to start a business with least capital, and provide good quality fish, we have 7 years
lease Land and we have sea bondage for fishing that will be taken a contract from government
we will use baby fishes that almost grow in 3 months that cost 125,000Rs also we provide fish
equipments which almost cost 30,000Rs we will use 8kv Gas Generator and for the
advertisement we use print media, magazine, brochure etc which cost almost 70,000Rs. In other
words we commence a new business with 1,400,000 Rs. We have prepared a financial
documentation for this feasibility plan of a new product.

S. No Particular Quantity Price

(Rs.)
1. Land (7 Years Lease extendible) 1 800,000

2. Hut 1 50,000

3. Sea bondage for Fishing (7 year contract from government) - 100,000/Year

4. Baby Fishes (Growth in 3 Months) 5000 (25 each) 125,000

5. Fish Equipment - 30,000

6. Used Gas Generator (8 KVa) 1 100,000

7. Sign Board 1 5,000

8. Restaurant Equipment (Chairs, Tables, Culinary Items, - 120,000

Lights, Fans, electronic Equipments, etc.)
9. Advertising Cost (Printed Media: Magazine, Brochure, - 70,000
Pamphlets, etc.)
Total: 1,400,000

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 PROJECT REPORT ON INTRODUCTION TO BUSINESS

CONCLUSION:

Buyers are looking for complete solutions,

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2015

These were all the pros & cons, features, benefits and the way we would serve our customer.
And by concluding on my restaurant I would just like to add that according to my opinion our
restaurant would be too successful because the innovative idea behind this is too unique. The
people of Karachi like to do something new, and always try things with a different and unique
feature. Our restaurant would attract many people. They would be impressed by our idea, service
and food. Adventurous people, who loves to cook the food near lakes and sea, so they appreciate
the concept and experience our restaurant. It’s for all social class because we are providing the
luxuries items in the economical amount.

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 PROJECT REPORT ON INTRODUCTION TO BUSINESS 2015

REFRENCES AND SOURCES USED:

www.wikipedia.com
Business by Ricky W.Griffin Ronald J.Ebert

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