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SCOPE OF PACE SHOPPING MALL IN GUJRANWALA

EXECUTIVE SUMMARY

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Pace Gujranwala is another hallmark effort of PACE PAKISTAN LTD. The project,
Pace in Gujranwala is aimed to provide the quality and convenience to people of
Gujranwala under one roof. Colorful, modern and built on the principle of giving
local and foreign entrepreneurs a chance to increase their businesses, Pace at
Gujranwala is an ideal investment.

We will conduct the project, Scope of Pace in Gujranwala, in order to evaluate its
influence and scope in the city.

We will start off the project with research. The first step will be to acquire the
information about the company which has started this mega project in Gujranwala and
the influencers in the market. After that we will design our questionnaire guide. This
will be an imperative task because we will have to make sure that we cover all
variables in order to get all sort of date we need for fulfilling our research objectives
and not disclosing the purpose of the visit to the subjects. After covering all the
aspects related to our project, we will need to put the questions in any orderly manner
while considering our potential respondents’ convenience. We will have to consider
even the minutest details because we want the subjects to answer us accurately as they
form a pivotal part of our project. While conducting our interviews we will give real
significance to three attributes: identifying the influencers, obtain feedback and Pace
Vs other shopping malls in Gujranwala.

In total we will conduct 100 interviews from general public, 100 interviews from shop
owners in Pace, 50 interviews from shop owners of different shopping malls and 50
interviews from investors of different shopping malls. This will be done to effectively
analyze the influencers and the scope of Pace. The interviews will be conducted from
the major areas of Gujranwala.

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Data analysis will be done with SPSS. The main focus of our analysis will be on the
statistical techniques: T-Testing and Frequency Distribution. Both these approaches
are data reduction techniques in which the objective is to identify the minimum
number of attributes or variables that affect the majority of the population. This will
enable us to streamline the focus upon the identified attributes. Our analysis will also
include general inferences drawn from the responses and personal observations that
will be made during the surveys.

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1.0 INTRODUCTION

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1.1 COMPANY BACKGROUND

For over a decade, Pace Pakistan Limited has offered unmatched services to
customers and investors through a dedicated team of professionals. As a leader in
commercial development from as far back as 1992, the company’s vision based on
creating unique environments for consumers has created a door of opportunities
within the shopping business and real estate sector.

Pace Pakistan Ltd, incorporated in 1992, was acquired by First Capital Group in 1998.
The company was listed on Karachi and Lahore Stock Exchanges in February 2007.
Pace has a diverse shareholding pattern. Firs Capital Group with around 45%
shareholding manages the company. Mr. Salman Taseer –the CEO of Pace is a
chartered Accountant with senior management experience spanning over four
decades.

Pace Pakistan Ltd. is pioneer in Mall development and management. It is housing a

variety of prominent brands at the most competitive prices and highest quality service.
The company has built a loyal base of customers and vendors. Flagship Pace store is
one of the busiest super malls delivering excellent shopping experience to over five
million customers every year. Pace Pakistan Ltd. properties at multiple prime
locations across Punjab province. It has aggressive plans to expand nationally in
major cities of Pakistan.

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Today, with multiple projects in commercial and residential development, Pace enjoys
unparalleled brand equity and goodwill both locally and internationally.

Now, Pace Pakistan Ltd. brings Pace at Gujranwala – a remarkable addition to the list
of shopping mall of Lahore offering quality and convenience all under one roof.
Colorful, modern and built on the principle of giving local and foreign entrepreneurs a
chance to increase their businesses, Pace at Gujranwala is an ideal investment choice.

Shops are available for sale for shopkeepers and investors.

1.2 BUSINESSES OF PAKISTAN PACE LTD.

Today, with multiple projects in commercial and residential development, Pace enjoys
unparalleled brand equity and goodwill both locally and internationally. With over 8
new projects in the last 2 years and more underway nationwide. Pace remains
committed to providing the very best in quality, convenience and affordability in both
commercial and residential development.

Following are the completed projects of Pace Pakistan ltd.

• Pace Main Boulevard Gulberg Lahore
• Pace Link Road Lahore
• Pace M.M Alam Road Lahore
• Pace G.T Road Gujranwala
• Pace Tower Lahore

Following are the upcoming projects of Pace Pakistan Ltd.

• Pace G.T Road Gujrat
• Pace Circle Lahore
• Pace Woodlands Lahore

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2.0 PROBLEM STATEMENT

This research will provide awareness about the services and benefits to general public
which will help us in identifying the real influencers of Pace Gujranwala. People of
Gujranwala are not well quality oriented and they prefer to do shopping at cheaper
places rather than branded outlets as in Pace Gujranwala.

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We define the problem statement as “Is the scope of Pace is bright in Gujranwala or
not and to identify the influencers, obtain feedback from them and analyze the current
market dynamics for Pace Shopping Mall in Gujranwala”

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Pace Pakistan Ltd

Scope of Pace in
Gujranwala

Research

Identifying the
Influencers

Influencer Identified

Feed Back from the

Influencers

Pace Vs Other
Shopping Malls In
Gujranwala
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3.0 RESEARCH
OBJECTIVES

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The objective of our research is to determine:

• The influencers of Pace Gujranwala (shopkeepers, investors, public etc.)

• Whether Pace is acceptable among other shopping malls

• The current situation of shopping malls

• If there is a gap between Pace and other shopping malls

• What is the overall trend of shopping malls in Gujranwala

• If there is a conflict in prices

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4.0 LITERATURE REVIEW

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We have studied the various articles about the Pace Pakistan Ltd. and Pace shopping
mall in magazines, brouchers, booklets and internet websites stated as under:

• Pace Gujranwala shopping Mall Brouchers

• Pace Shopping Mall reviews in local newspapers and magazines
• Booklets available in Pace Shopping Mall Gujranwala

Following are the websites we have searched for the information regarding Pace
Shopping Mall Gujranwala and Pace Pakistan Ltd.

• http://www.pacepakistan.com

• http://www.pakboi.gov.pk

• http://www.google.com

• http://www.tezi-mandee.com

• http://www.dailytimes.com.pk

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5.0 IMPORTANCE/BENEFITS
OF THE STUDY

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While conducting the research on this topic we will be able to explore the scope of
Pace in Gujranwala by accruing the various factors:

• We will be able to analyze the factors which can influence the scope of Pace in
Gujranwala

• We will be able to get information necessary to evaluate the success of Pace in

Gujranwala

• We will be able to analyze the general public behavior regarding visiting

various shopping malls

• We will be able to distinguish the scope of Pace Gujranwala from other

shopping malls

• We will provide sufficient information how the business of Pace shopping

mall in Gujranwala can be enhanced

• We will be able to analyze whether Pace Gujranwala is encouraging

innovation, creativity, team work orientation, promoting ethical and efficient

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behavior and are committed to provide high quality goods and services in
positive environment

6.0 RESEARCH DESIGN

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While conducting the research we will be focusing on two data collection methods i.e.
qualitative research and the quantitative research. Further in the qualitative research
we will just be carried out in the depth interviews. Appropriate duration for interview
will be 35-45 minutes individually. Our survey includes in depth interviews with the
shopkeepers of Pace Gujranwala, investors, general public and shopkeepers and
owners of other shopping malls in Gujranwala. We will have to identify these
influencers. Focus groups also come under the category of the qualitative study but
we will not be doing it because of the reason that the people connected with our
research include the general public, shopkeepers, investors and owners and
competitors etc. cannot be brought at one place together for a focus group because of
some difference in their knowledge and standard.
The second method which is the quantitative research will include the
questionnaires. We will get the questionnaires filled from above mentioned
influencers.

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After getting the data through questionnaires and interviews, formal and informal, we
will analyze the data by applying various statistical tools and techniques.

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7.0 QUALIFICATION OF THE

RESEARCHER

All the researchers are the students of M.COM (1st semester) and belong to different
areas.

All the following researchers will conduct the research as a part of their study.

• Aniq Zafar Iqbal (MC07006)

• Muhammad Nadeem (MC07022)

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• Imtiaz Ahmad (MC07026)

• Usman Latif (MC07029)

• Muhammad Qasim (MC07032)

• Waqas Maqsood (MC07033)

• Waqas Bashir (MC07035)

All are the bonafide students of University Of The Punjab, Gujranwala Campus.

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8.0 BUDGET

In our research the expenses we would be incurring are the fuel expenses, printing of
documentations, transpotation. We do not have the mobility facility. We have divided
the group into three sub groups, with each sub group consisting of two group
members. In order to carry out the survey each sub group would be going in to the
market and would conduct the survey as planned. We would be using three motor
bikes in total, one car being used by each sub group. Keeping these facts in mind, the
total expenses would be:

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BUDGET ITEMS COST (Rs)

Formal and informal interviews 1000
Publication and storage expenses 800
Traveling expenses 1000
Telecommunication expenses 1000
Petty expenses 700
Research assistance 300
Proposal fees 200
----------
Total 5000

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9.0 SCHEDULE

We will divide our time schedule into following phases:

CONTENTS TIME REQUIRED

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• Final research proposal 2 Week

• Exploratory interviews 1 Week
• Questionnaire revision 1 Week
• Field interviews 3 Week
• Editing and coding 1 Week
• Data analysis 1 Week
• Report generation 1 Week

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10.0 FACILITIES AND

SPECIAL RESOURCES

While conducting the research we will require special resources and facilities such as:

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• Computers

• Internet Facilities

• Motor Bikes

• Telecommunication resource

• Library assistance

• Statistical Softwares

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11.0 PROJECT
MANAGEMENT

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• Our research team is innovative, creative and much cooperative and

committed towards the accomplishment of the research project. The team is
well organized, determinant and team-oriented.

• The researcher team’s relationship with the sponsor is of teacher and students.

• We will conduct research by dividing the whole team into different categories
in order to manage the time.

• We will conduct the research within given resources with a view of cost and
benefit analysis. We will try our best to decrease uncertainty and to make the
correct decision-based research.

• We will try our level best not to disclose the facts and figures to rivals.

• Delayed decisions will be avoided

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12.0 BIBLIOGRAPHY

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While conducting the research we will consult different books, booklets,

pamphlets and internet resources.

• http://www.pacepakistan.com

• http://www.pakboi.gov.pk

• http://www.google.com

• http://www.tezi-mandee.com

• http://www.dailytimes.com.pk

• http://www.smeda.com

• Business research methods

(Donald R. cooper & Pamela S. Schindler)

• Research Methods For Business

(William G. Zikmund)

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13.0 APPENDICES

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GLOSSARY

CAT I It is a Computer assistance telephonic interview

Focus Group it is a group of eight to ten experienced people from which we
can get data by general discussion.
SPSS Statistical software used for analyzing the data

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