[DOCUMENT TITLE]

Submitted to:
Sarkar Rafij Ahmed Ratan

Assistant Professor, United international university

Submitted by:

Name ID
Mezbah Amin 111211062

Maria Afrin Mily 111211019

Aleya Begum 111211052

Sakib Ahmed Sabbir

Ashrafunnesa tamanna
Sakib karim 111211094

School of Business and Economics (SOBE)

United international university

Date of submission: 21 December 2022.

 Letter of Transmittal

20 december, 2022.
Sarkar Rafij Ahmed Ratan,

Assistant Professor,

School of Business and Economics (SOBE)

United International University

Subject: Letter of transmittal for the acceptance of the report.

Respected Sir,

With humble respect we are submitting our report on, Marketing Plan on a New Business
idea". While preparing this report, we have followed your instructions and guidelines with
attention and diligence. This report has been completed primarily with the help and
information from different books, journals, and also through online research. We
express our special gratitude to you for dedicating your valuable time, expert guidance,
and support. We have tried our best to complete the report appropriately as much as
possible.

We will be pleased to answer any sort of query you may have regarding this report. We
hope with great anticipation that you would like and accept our report and oblige
thereby.

Sincerely,

Mezbah amin (111211062)

Maria afrin mily (111211019)
Ashrafunnesa tamanna
Aleya begum (111211052)
Sabbir Ahmed sakib
Sakim karim (111211094)
 Declaration of the student

We, the undersigned solemnly declare that the report is based on our own work carried
out during the course of our study under the supervision of “Sarkar Rafij Ahmed Ratan
sir”.

I further certify that the work contained in the report is original and has been done by us
under the general supervision of my supervisor. The work has not been previously or
concurrently submitted for any other degree at UIU or other institutions.

We have followed the guidelines provided by the faculty in writing the report. Whenever
we have used materials (data, theoretical analysis, and text) from other sources, we
have given due credit to them in the text of the report and given their details in the
references.

Sincerely,

Mezbah amin (111211062)

Maria afrin mily (111211019)
Ashrafunnesa tamanna
Aleya begum (111211052)
Sabbir Ahmed sakib
Sakim karim (111211094)
 Acknowledgement

In an actual sense, a report is a combined effort of student skills and information under
the valuable guidance in their experience. Thus, any report cannot be done to one’s
satisfaction without the proper guidance and the full cooperation of all those concerned
in the report. In order to create this report, we utilized our fruitful guidance and notes
from our dedicated faculty, who deserves our best gratitude and veneration. So we
would like to thank our faculty “Sarkar Rafij Ahmed Ratan sir”, Assistant Professor,
United International University, for giving us the required guidance and instructions
during the duration of preparing this report. Moreover, we would thank him for clearly
defining the requirements of the report. And most importantly, we have been capable of
preparing this report as he shared his knowledge with us accordingly.
 Executive Summary

Our team has made the decision to start a brand-new food-related business. We
developed a novel concept that isn't very well known in our country yet because
the food market is quite competitive. So we considered establishing a franchise
restaurant for seafood. “Only what you consume is charged” will serve as the
positioning for our food chain. Even though the food sector is expanding,
especially in Dhaka, people are still battling for the best tasting seafood. Since
some of us come from business families and we'll make sure the food's quality as
well, the combination of our expertise and commitment to excellence will
guarantee that we'll have repeat customers.

The primary market objective is to achieve first year BDT sales of 30 lakhs.
 Current Market Situation

Residents of Dhaka have been traveling to Cox's Bazaar or Chittagong for years
merely to sample diverse seafoods! However, there have been complaints about
the price and the cleanliness of this market. People want to consume goods that
fit inside their budgets and are also close by. As we have already stated, this
industry is still relatively unpopular in our nation, making it less difficult to gain
significant market share………………………………..
 Market Description

The restaurant market consists of many different types of food. Varieties of fast
foods including: Burger, pizza, pasta, Fried chickens and so many other cuisines.
But this restaurants have hardly any sea food items in their menu. So consumers
just have to satisfy their hunger with whatever is available before them but some
restaurants are trying to come out from typical items. ………………………………………
 Product Review
Our “Sea Food Chain Station” offers the following features:

1. Customer get to select the items directly from the freezer

2. Consumers can place their order through the digitalized monitor
3. Live food kitchen across the hall; customer can witness the food processing
through the tab.
4. No fixed price; It will be fixed on the sizes and on the amount of the
purchased items.

Segment Needs and Corresponding Features-

Targeted Segments Customer Need Corresponding Features

1. Health Conscious  Maintain optimum  low in saturated
weight fats, high in
 Optimize nutrition protein, and
levels packed full of
 Avoid fried things important
 Desire to consume nutrients including
something tastier omega-3 fatty
even it is from acids, vitamin A,
restaurant and B vitamins
2. Athletes  A variety of  EPA and DHA
seafood at least omega-3s are
twice a week, beneficial for
 aiming to consume circulation and
an average of 250 heart rate
to 500 milligrams  2 grams or more
of omega-3s EPA daily of EPA and
and DHA per day DHA reduce
 The omega-3 fatty exercise-induced
acids in seafood post-exercise
have anti- muscle soreness
inflammatory and speed
effects that can recovery
benefit people
who experience
joint pain
3. Millennials/ Gen Z  Mass Media  Invasive online &
Advertising social networking
 Likes to stay in tactics.
trend  Help the body to
regulate memory
 Competitive Review
As the restaurant market entered a strong growth phrase in last 10 years, the
category began to expand. Even though there are few sea food restaurants that
serve quality food in Dhaka, but they are actually holding the market power and
doing great in terms of business. ……………

 The Fish Market : ………

 Manhattan: ……..
 Krua Thai: ……..
 Yama Hotpot : …….
 Channels & Logistics Review
As the above restaurants are independent outlet thus they serve different
features and became their own Brand in our country .

Competitor/ Brand Features

1. The Fish Market
2. Manhattan
3. Krua Thai
4. Yama Hotpot
 Strength, Weakness, Opportunities and Threat Analysis

Sea Food Chain Station has several powerful strengths on which to build but its
major weakness is the shipment of the products and brand awareness. Major
opportunities include a growing market and consumer’s trend targeted by our
products traits. Threats include the overpriced products because of limited
shipments.

Strength:
Sea Food Chain Station can rely on the following important strength-

 Innovative Idea: We provide a live kitchen experience that none of our

competitors do. People can place orders using a desktop that will be
fastened to their table, which will make dining easier for them.
 Quality: By guaranteeing the highest quality, the fishery items will be
exported directly from Cox’s Bazar, Chittagong and Khulna Sadar.
 Taste: We have gathered a variety of spices from throughout the world, so
our products will be the ideal combination of savory and nutritious.
 Trends: People have a propensity to follow trends, and our restaurant will
feel trendy by keeping this in mind.
Weaknesses:

 Shipment Disturbance: As the raw materials will be exported frozen, there

may be delays and a high cost.
 Lack of Brand awareness: As an entirely new restaurant, Sea Food Chain
Station will enter the market with limited or no brand awareness. This may
create an issue in the case of promotion and distribution strategies.

Opportunities:

 Market growth: Food industry is rapidly growing in our country. Revenue in

the Food market amounts to US$127.20bn in 2022. The market is expected
to grow annually by 9.88%.
 Fewer competitors: Since there are fewer restaurants that serve seafood, it
is simpler to establish a loyal customer base.
 Health Trends: People are switching from junk food to nutritious foods as
time goes on. Given that we've just talked about how nutritious this
seafood is, it will draw in clients of all ages.
 Creating Brand: Due to the rapid growth of social media and digitalization,
building a personal brand will be easier.

Threats:

 Limited Budget: We may go over budget because we intend to open a

restaurant with all the newest concepts and technologies. Delays in
shipments might also result in losses.
 Execution: People may decide not to come if the plan is ineffective,
which will subsequently pose major problems for the project.

Objectives and Issues

i. Objective:
ii. Issues:
Marketing Strategy:
 Positioning:
 Product Strategy:
 Pricing:
 Marketing Communication Strategy:
Action Programs:
Budgets:
Controls: