Business Plan

Submitted To: Madam Niantara Submitted By: Junaid Alam BBA-8

Foundation University Islamabad

Arabian fast food

I-9 Opposite international Islamic University, Islamabad.

Contact # 0345-3921379 0303-4745929

Its All About Food!

Introduction: Arabian Fast food is a locally owned fast food. Arabian Fast food will provide a combination of excellent food at value pricing, with fun packaging and atmosphere. Arabian Fast food is the answer to an increasing demand for snack-type fast food. In today's highly competitive environment, it is becoming increasingly difficult to differentiate one fast food outlet from another. Our main priority is to establish one outlet near some university, preferably in Islamabad and Rawalpindi.

Objectives:
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To establish a presence as a successful local fast food outlets and gain a market share in Islamabad. To make Arabian Fast food a destination spot for university goers. To expand into a number of outlets and selling the franchise to other larger cities.

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Mission: Our main goal is to be one of the most successful fast food outlets in Islamabad Arabian Fast food will strive to be a premier local fast food brand in the local marketplace. We want our customers to have the total experience when visiting our outlet. Our main focus will be serving high-quality food at a great value. Keys to Success: To succeed in this business we must:
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Create a unique, innovative, entertaining menu that will differentiate us from the rest of the competition. Control costs at all times, in all areas and implement a conservative approach to growth policy. Sell the products that are of the highest quality, as well as keeping the customers happy with all of our products. Provide 100% satisfaction to our customers and maintaining the level of excellent services among other competitors.

Encourage the two most important values in fast food business: brand and image, as these two ingredients is a couple of main drivers in marketing communication

Product Description: Arabian Fast food primarily sells burgers and our unique salads. Main products sold are: y y y y y y y y y y y y y y y chicken cheese burger chicken vegetable burger fish cheese burger hot & spicy shawarma Russian salad Pine apple salad Mix salad Special nuggets Vegetarian soup Chicken thai soup Fruit pizza Milano pizza Chicken tikka B.B.Q Chicken apple salad Chicken corn soup

Marketing Programs: We will set up three different marketing tactics to increase customer awareness of Arabian fast good. Our most important tactic will be "word-of-mouth". This strategy will be the cheapest and more beneficial for our outlet. The second tactic will be through local TV channel i.e. cable TV. These will be lowbudget plans that will provide community support and awareness of our facility. Through this strategy our local customer will come to know about our outlet and our quality products.

Start-up Requirements

Start-up Expenses

Kitchen and Fixtures

Rs.21,600

Furniture and Interior

Rs.16,500

Legal

Rs.3,000

Rent

Rs.15,000

Packaging and Stationary

Rs.8,500

Contingencies

Rs.4,200

Total Start-up Expenses

Rs.68,800

Start-up Assets

Cash Required

Rs.50,000

Other Current Assets

Rs.0

Long-term Assets

Rs.0

Total Assets

Rs.50,000

Total Requirements

Rs.118,800

Market Segmentation: We are targeting university as our primary market. Due to heavy extra-curricular activities among university students, it is common for students to have lunch inside university or some near cafe. Our secondary market segment is the working class of Islamabad. As there are no. of offices near our locality, they are also our target customers. Target Market: Arabian Fast food intends to cater to the bulk of teenagers and youngsters in universities. It is our goal to be "the extraordinary fast food place" and we believe that the age group from 18 to 25 is the primary age where brand building efforts could take place. we want to keep the price point at lunch as fair as possible to keep us in competition with other fast food outlets. Main Competitors: Our main competitors in this segment are any food outlets within 500 meters. In our location, there are Hang Inn, Pizza Walker and other small outlets Hang Inn Hang Inn is locally owned franchise who sells BBQ shawarmas. Established in 2009, Hang Inn had expanded its operation into sectors. Hang Inn is popular among local teenagers as it offers fast service to its customers.

Pizza Walker Most of its retail outlets are decorated with welcoming ambience, such as flowers and see-through kitchens. Pizza Walker is a good place to hang out, and the place is always full during lunch hour. It has more than enough tables to serve a maximum of 55 guests. Competitive Edge:
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Our unique dipping cheese burger with local taste Enthusiastic and friendly staff Our fries are made of 100% fresh potatoes, unlike the frozen fries used by competitors.

Management team: Arabian fast food is currently the creative idea of its owner. As the company is small in nature, it only requires a simple organizational structure. We have centralized decision making system and all major management decisions are taken with discussion to management team. Organizational Structure: We will have our accounting and payroll functions done by an in-house bookkeeping. Mr. Abid will be responsible for accounting and business development of Arabian fast food, helped by Zohaib Abbas.Possible positions might be added at a later that includes marketing manager, purchasing manager, controller, human resources, R&D and administrative support team Locations and Facilities: Arabian Fast food locations will range in size from 50 70 meter square and will seat from 15 25 guests. Our first location will be on the larger end of this range. We will equip the outlet with modern furniture and aim for cleanliness and an open feeling. All of these qualities are consistent with Arabian Fast food' goal of providing a top quality fast food experience. We want "word-of-mouth" to be our best form of marketing, where our customers value our brand as something exciting and cannot wait to tell their friends and neighbors. Sales promotions: Arabian Fast food will use advertising and sales programs to get the word out to customers.
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2,000 color brochures to be distributed throughout destination universities and through newspaper hawker.

Sales Strategy: The sales strategy is to build and open new locations in order to increase revenue. However, this plan will be implemented when the one "market tester" outlet showed potential growth. We will focus mainly on university students and office workers. Further we will move to other areas/cites in order to expand our business. Suppliers: Fresh potatoes will be delivered weekly by our distributor directly from local fields. We also have an agreement with K&Ns chicken. They will deliver their products on weekly basis. Future strategy: In the future, our growth strategy will be offering the franchise of our brand to food entrepreneurs in the region. Brand Challenges: Arabian Fast food must establish a distinct brand to stand out from the other fast food competitors.
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Our logo is distinct as fresh, energetic and playful with color elements that are eye catching. Product names are geared toward the target market.

Pricing Strategy: Our pricing strategy is positioned as "generic", meaning that Rs. 200 is the average consumer spending for a soups or light lunch in Islamabad.