Tandoori Restaurant

Marketing and Expansion Opportunities Tandoori Restaurant 2017
Final Year Project
Addressing Marketing and Expansion

opportunities for Tandoori Restaurant Islamabad
SUPERVISOR:
Mr. Imraan Yousaf
SUBMITTED BY:
RIDA ISRAR (130965)
CHENZEB FAIZ (130985)
BBA Semester 8
EXECUTIVE SUMMARY
Tandoori restaurant is a locally retained restaurant. Tandoori restaurant is providing a

combination of fantastic food at value rates, with exciting atmosphere. Tandoori restaurant is the
response to an increasing demand for the restaurant similarly as continental food and Chinese
food.
In today's very competitive venue, it's turning into progressively hard to distinguish one food
outlet from another.
Our main precedence is to regulate outlets in busy malls, preferably within the renowned looking
malls in Twin Cities. Well ahead, our efforts are going to be further expansion of extra shops
within the neighboring area.
This set up is ready to get a feasible site and best growing strategy that would help them within
the prosperous growth of the restaurant. The funding, additionally to the capital contributions
from stockholders, can allow "Tandoori" restaurant to successfully open and expand through year
2. The onward moving phase can enable them to supply its consumers with a value-driven,
pleasurable experience through the creativity of its founders.
Tandoori can stimulate young age group to bring their friends and family with our prosperous
atmosphere, also like the big menu as well as Continental, Chinese, and fast food.
BUISNESS MODEL
CUSTOMER SEGMENT
KEY ACTIVITIES
Families Multiple offerings:
Youth
Upper middle class Chinese, Continental,
Middle class Desi, Sea food
Pleasant and comfortable
(open air) environment
midd
COST
Occupancy cost KEY PARTNER

Equipment
Mr. Junaid and
Salaries
Utilities VALUE PROPOSITION Mr. Ashar
Raw material
Repair and Constant Quality Food Suppliers:
Maintenance Freshly Prepared Food
Marketing Friendly Service Youngs
Taxes Customer Satisfaction
Knorr
Coca cola
REVENUE STREAM
KEY RESOURCES
Sales
Staff and Special Events
Customer services Exhibitions
CHANNELS
Classified Chief Corporate
Good Facebook Fan page partnership
Management Instagram
Location AGENTS:
Eatoye, Food panda
ACKNOWLEDGEMENT
In the name of Allah, the most Gracious and the Most Merciful Alhamdulillah, all praises to
Allah for the strengths and His blessing in completing this Project. Special gratitude goes to my
supervisor, Mr. Imran Yousaf for his Supervision and continuous support. His valuable help of
beneficial comments and suggestions during the project works have contributed to the
achievement of this project.
Not forgotten, my gratitude to my co-supervisor, Mr. Imran Hameed for his provision and info
related to this project. He assisted a lot and showed provided us with guidance at each step of our
project.
I would prefer to express my appreciation towards the Tandoori's Representative, Mr. Zahid
Hameed for his support and facilitation towards our project matters.
Sincere thanks to all my fellow friends for their kindness and honest support through our project.
Thanks for the friendship and memories.
Table of Contents
CHAPTER 1: INTRODUCTION........................................................................................ 8
1.1 Company Background (Client Brief)..........................................................8
1.2 Business Problem:.................................................................................................... 9
1.3 Key Objectives:..................................................................................................... 10
1.4 Product-line:......................................................................................................... 11
1.5 Mandate:............................................................................................................. 12
1.6 Mission Statement:................................................................................................. 13
1.7 Product Market:..................................................................................................... 13
1.8 Competitive Arena:................................................................................................. 13
CHAPTER 2: LITERATURE REVIEW............................................................................ 15
CHAPTER 3: ENVIRONMENTAL ANALYSIS...................................................................17
3.1 PESTEL Analysis:.................................................................................................. 17
3.2 COMPETITORS ANALYSIS: (An Overview)..............................................................21
3.3 Porters five forces Model:........................................................................................ 27
3.4 INDUSTRY LIFE CYCLE ANALYSIS:......................................................................30
3.5 STRATEGIC GROUPING ANALYSIS.......................................................................31
Chapter 4 INTERNAL ANALYSIS...........................................................................34
4.1 SWOT Analysis:.................................................................................................... 34
4.2 The Seven S of McKinsey:..................................................................................... 38
4.3 The VRIO Framework:............................................................................................ 40
4.4 Marketing, Sales and Promotions:..............................................................................41
4.5 Resource and capabilities:........................................................................................ 43
4.6 Service Gap Model:................................................................................................ 45
Chapter 5 RESEARCH OBJECTIVES.......................................................................47
5.1 Research objective:................................................................................................. 47
5.2 Research:............................................................................................................. 47
5.3 Population:........................................................................................................... 47
5.4 Sample:............................................................................................................... 47
5.5 Research Methodology:........................................................................................... 48
5.6 Frame Work:......................................................................................................... 48
5.7 Hypothesis:.......................................................................................................... 49
Chapter 6 RESULTS AND INTERPRETATION..........................................................50
6.1 Market Research:................................................................................................... 50
6.1.1 Normality Test:................................................................................................ 50
6.1.2 Correlation Test:............................................................................................... 65
6.1.3 Regression Test:............................................................................................... 66
Chapter 7 STRATEGIES AND IMPLEMENTATION....................................................68
7.1 Marketing Mix:..................................................................................................... 68
7.2 MARKETING PLAN............................................................................................. 75
7.2.1 Target Market Segment Strategy:..........................................................................75
7.2.3 Marketing Strategy:.......................................................................................... 77
7.2.4 Pricing Strategy:.............................................................................................. 77
7.2.5 Promotion and Advertising Strategy:......................................................................77
7.2.6 Sales Strategy:................................................................................................. 78
7.3 OPERATIONAL PLAN:.......................................................................................... 80
7.4 ANSOFF Growth Matrix:......................................................................................... 83
7.5 BCG Matrix:......................................................................................................... 85
Chapter 8 LAYOUT AND SALES FORCAST..............................................................87
8.1 Recommended Layout for Tandoori............................................................................ 87
8.2 Sales Summary of Tandoori Restaurant:.......................................................................89
8.3 Income Statement:.................................................................................................. 92
Conclusion and Recommendation:...................................................................................... 93
Limitations:.................................................................................................................. 94
References:.................................................................................................................. 95
CHAPTER 1: INTRODUCTION
1.1 Company Background (Client Brief)
Tandoori was founded in 2001 by two friends Mr. Junaid and Mr. Ashar living in Islamabad.
Situated on G-8 markaz, Islamabad in the heart of a populated upper-middle-class neighborhood,
the concept was simply to create a cozy environment that was well suited to have great
conversations, served quality freshly cooked meals. After 16 years of fine-tuning, product
development, and loads of hard work, we have what you see today. As of 2011, we have two
locations (G-8 Markaz and F10 markaz). Today, we still offer a stimulating atmosphere with lots
of conversation pieces on the walls and serve excellent quality, fresh cooked meals. We are
defined as a mainstream casual dining restaurant. We provide friendly, attentive service in a
relaxed environment by staff and owners that truly enjoy their job. Over the years our menu has
changed to reflect todays consumer. We have current menu of over 50+ items including fish &
chips, premium quality steak, burgers, a great selection of entree salads and more than 20
vegetarian options.
Moreover, Tandoori Restaurant is a locally owned Restaurant. Tandoori restaurant is providing a

combination of excellent food at value pricing, with fun packaging and soothing atmosphere.
Tandoori restaurant is the answer to an increasing demand for the fast food as well as continental
food and Chinese food. In today's highly competitive environment, it is becoming increasingly
difficult to differentiate one food outlet from another. Our main priority is to establish outlets in
crowded malls, preferably in the prominent shopping malls in Twin Cities. Later, our effort will
be a further development of more retail outlets in the surrounding area. This plan is prepared to
obtain a feasible location and best growth strategy that could help them in the successful
expansion of the restaurant. The financing, in addition to the capital contributions from
shareholders, will allow "Tandoori" restaurant to successfully open and expand through year two.
The forward moving step will allow them to provide its customers with a value-driven,
entertaining experience through the creativity of its founders. Tandoori will entice youngsters to
bring their friends and family with our innovative environment, as well as with the large menu
including Continental, Chinese, and Fast food and unique signature dipping sauces.
1.2 Business Problem:

The main and significant issues which Tandoori is facing today are the problems related to its
marketing department, they dont have a strong and efficient management to deal with the
highlighted problems and solve them effectively. They need to improve and motivate its
employees in order to gain customers. The reason is the stagnant growth.
Furthermore, the main issues comprises of that there is no business plan, there isnt any mission
statement, lacks in advertising, R&D, technological advancements and they have no official
website of their restaurant. As now days, customers are of very demanding nature they always
wants to visit those places where they feel comfortable to pay in exchange of the highest value
they can earn. Businesses accordingly, need to update their business plans, but, firstly you should
have one to update it. In case of Tandoori they have no such plan to check and balance their
performance. Another problem, is one of the critical issues faced by Tandoori and that is the
absence of the mission statement, until you dont know what are your objectives, how can you
make a strategy to accomplish them or implement any strategy. First you need to know what
your customer desires then work on identifying your objectives in order to meet the needs or
requirement of your customers and then plan strategy accordingly.
Many other restaurants in town are competing in every aspect and doing well in that, in order to
achieve a competitive edge over the other, while Tandoori doesnt even have any advertising
department who must focus on how to make Tandoori popular or at least recognizable among
people. All these main problems are occurring due to the inefficient research and development
system of this restaurant. The competition in todays world is much intense that you have to just
follow whatever your customer tells you to do. Now, as the businesses are becoming more
customer-focused, everyone needs to create a strong and efficient R&D as a separate department
in their organizations because it has the main task to do, with the help of R&D we came to know
the recent demand and requirements of our customers as well as we can know our lacking areas
in business which needs improvement and attention. Day by day technology is changing and
bringing in some new and innovative concepts which are applicable in every type of businesses
everywhere. Meanwhile, the improvements in businesses are mainly because of these changes
occurring every day because if we dont change ourselves according to the demands our
businesses will suffer and we would lag behind and as a result growth will become stagnant as in
case of Tandoori they lack both of them R&D and the technological advancements, resulted in
less visitors and no growth.
1.3 Key Objectives:
1. To construct an efficient marketing plan: Tandoori need to have a proper management

and marketing plan because they dont have much acknowledgement in the market and
their customer segments are not much clear in their point of view. They are not targeting
a specific class or a specific segment, they want to target a large set of customers at the
same time but they have issues in doing so. The plan will include the pricing strategy, the
STP (segment, target and positioning) of their restaurant in minds of customers, the
marketing strategies and advertising and promotional strategy.
2. To develop a business plan with an attractive mission statement: It is very important
for any business to have a goal in their mind so that they can achieve a superior quality
and profitability by meeting the expectations of their customers. Mission statement is
necessary in order to give a clear image to the people about your business, that what you
are doing. Tandoori doesnt have any mission statement, and for the reason they dont
follow any specific objectives, a mission statement should be designed for Tandoori.
3. To capture and retain as much customers as possible: For any business your profit and
sales depends majorly on the customers attraction and retention. The more loyal your
customers will be the more profitable business would be. Today, businesses are more
customers focused so there is an intense need of attracting as much customers as possible
and not only to just attract them but also retain them in order to make them loyal with
time by visiting again and again. Tandoori wants target its strong segment so that it could
gain a competitive edge.
4. To improve quality and services in order to gain more customers: The aspect of the
friendliness and quality of services delivered to the customers is of ample importance in a
service sector industry, the main focus should be on the quality of products or services
provided and the attitude and behavior of the staff in case of Tandoori, they have to train
their staff in order to be unique in delivering value and capturing the customers attention.
5. To identify competitors in order to sustain and improve current position in market:

In order to be successful, firstly, you have to identify the actions of your competitors,
what they are providing and compare their performance with yours. This analysis of the
existing competitors will assist in, how to improve the current position of your business
and sustain your position in the industry. Tandoori should identify its competitors and
look for areas where they need improvements and sustain their position or compete their
competitors.
6. To improve overall operations of the restaurant: The operations of business are key to
its success if operations are not efficient then you cannot attain a desired position.
Tandoori doesnt have an efficient and effective operational plan they are just working in
a cycle where they have nothing much in order to add-up in their value chain. Tandoori
should have a new effective operational plan which adds value to their management and
operations.
1.4 Product-line:
Like every restaurant Tandoori also have a product line, which is very extensive and they have
much variety in their menu. They are providing the best from each and every cuisine but they
need to understand that by targeting on the cuisine where they have a competitive advantage
would be more appropriate instead of providing everything from everywhere.
Tandoori Menu
Lunch Boxes Salads

Starters Tandoor
Soups Desserts
Snacks Cold Beverages
Continental, Italian & Mexican Hot Beverages
Sea Food
Rice
Chinese
Pakistani Foods
Bar BQ
1.5 Mandate:
Core Isuues Activities Deliverables

As Tandoori have
1. Marketing plan inefficient strategies and
2. BTL and ATL
3. BCG Matrix it lacked marketing. This
Marketing and 4. STP will assist us to determine
5. Marketing Mix
Operations Strategies 6. Brand awareness customer survey the effective future
7. Business Model Canvas growth and will result in
8. Ansoffs Model
9. Operational Plan efficient business
procedures.
In order to compare the

past and present financial
10. Forecasting Sales
Financial Stability 11. Income Statement position of Tandoori, past
12. Balance Sheet
5 years projections have
been made.
To drive the attention

13. Five forces model
14. SWOT analysis towards the external
Environmental 15. Competitors analysis conditions and to analyze
16. PESTEL analysis
Analysis 17. Industry life cycle analysis their importance, a
18. VRIO framework strategy is planned for
19. 7S of Mckinsey
Tandoori
1.6 Mission Statement:
Our aim is to provide Joy through Quality of food, in a Traditional and hygienic
environment
This mission statement is giving a different style of description to the customers that how
Tandoori is going to cater their needs and wishes, through this statement anyone who plans to
visit Tandoori will leave happy and would surely be visiting again. Because in Pakistan
Traditional cuisine has much importance people find and try out places where they could get
high value with stylish ambiance. This also covers the concept of hygiene, while eating or the
hygienic environment inside the restaurant where customers can sit and enjoy the quality meal in
a traditional and healthy atmosphere. The things which can differentiate them from other
restaurants can be the Ambiance, seating arrangements, the quality, atmosphere and the brand
name if they focus on their advertisements.
1.7 Product Market:
Tandoori is doing its operations in Islamabad and want to grow their Business. They are targeting
the Upper class and Middle Uppers.
1.8 Competitive Arena:
The Competition is increasing day by day and as Tandooris competitors are not too old in the
industry they have established themselves in very less time and achieved a place where they
could easily attract customers from their competitors. Tandoori competitors have grown much in
short period of time whereas Tandoori is left far behind in this area, they need to sustain their
position and have to work for it in order to sustain their position.
Competitors:
The competition is very strong among these restaurants as there are many others but Tandoori
have a strong competition in terms of growth and expansion and the profit potential with the
following Restaurants:
Jahangir Balti and BBQ

The Monal
BBQ Tonight
CHAPTER 2: LITERATURE REVIEW

The service industries have intense competition and different firms in this industry try to
differentiate themselves according to the time their customers have to wait for the service to be
delivered to them and compare this with pricing. Allon and Federgruen (2004) described their
research on this area by comparing waiting time and price levels in their model. This model has 3
parameters; Simultaneous competition (SC), Service level first competition (SF), and Price first
competition (PF). As results contributed to the fact that managers should higher their
performance quality levels and lower their prices so that they can gain a sustainable or even a
dominant market share. These authors describe that SF and PF are harder to achieve and
equilibrium cannot exit.
Dr. R. Gopal et al (2003) emphasized on some of the growth strategies which are significantly
important and helpful in any type of organization. They provide firms with the some strategies;
Differentiation approach, leadership and vision, marketing investments, alliances and
partnerships and cultivation of local markets. Adoption of these can effortlessly improve the
functional as well as the managerial level of the organizations. Moore (2004) described that
managers must adapt to these innovative strategies in order to be unique and different than their
competitors i.e. disruptive, application oriented, product related, process related, experimental,
market oriented, business model oriented and structural. Today many organizations lack in their
operational and technical capabilities as in case of Tandoori, they also lack efficiencies in
operations and management as well as they lack innovation in technology which resulted in
stagnant growth of their restaurant.
Another factor that affects consumers behavior and in turn growth and profitability of a
restaurant is social media. One of the causes of challenges faced by Tandoori is their current
approach towards marketing, advertising, and operations. Advertisements are main marketing
element of any industry. It is the best way of communicating messages to customers. A lot of
research has been done which shows how ads can affect the popularity of different industries.
Tsai et al (2007) found that advertisements have a great impact on human behavior such as
personality, knowledge, and attitude which can affect the buying decisions of consumers. Khan
et al described that one of the roles of advertisements is to develop brand image and brand
preference. Brand image can be built in the minds of customers through advertisements.
Moreover, Fejza and Asllani (2013) suggest some better ways to improve the marketing
strategies and their implications on food industry. They have explained how the food industries
are focusing more towards the increase in their productivity and entrance to new markets while
they are not paying attention to the strategies or chances they got in existing markets. Authors are
recommending some key steps to the food producers to survive in market are; they must divide
ownership to management, consistency in management, try to enter the locally unexplored
market segments, innovate existing products, establish R&D department, and employ marketing
manager within organization.
CHAPTER 3: ENVIRONMENTAL ANALYSIS

3.1 PESTEL Analysis:
PESTEL study is a professional instrument that could help us regulate the macroeconomic
features that will influence business operations. Moving on a PESTEL examination procedures
include the political, economic, social technological, Ecological and Legal aspects that usually
influence a business process. A PESTEL study of a diner will be useful for defining if the
atmosphere is suitable for such an industry.
g
e
lL
E
na
m
o
r
eg
L
P
it
vS
T
h
c
l
a
lit ic
o
P l
a
no
o
c
E ic
m
PESTEL
ANALYSIS
Political:
Political impacts influences the mark to which the govt. effects and reins businesses. Therefore,
for a restaurant industry, the leading essential features are accepted to be health regulations
concerning food stuff preparation. Also a restaurant is accepted to be affected by features that
must have a consequence on extra dealings similarly, like tax rates and labor laws.
Nearby there isnt such political pressure in Pakistan on food business. The belongings that
generate obstacles are the administrative uncertainty like protest that disturbs the food industry.
Furthermore, the tax rates are the main aspects that mark the restaurants revenue. As tandoori is
working in a capital so they are facing higher tariffs in Islamabad as relate to other cities.
Political Factors:
Administration laws regarding cleanliness, healthiness and food rules, food morals, etc.
Financial measures of administration concerning to the restaurant business and running eating
joints; that include authorizations, examinations by Health and Food Ministry sectors, etc.
Economic:
Economic features are extremely significant to a restaurant industry. This is since the restaurants
are an extravagance, not a requirement; people must have the throwaway income to spend at a
restaurant. Financial growth is, then, enormously significant for restaurants. A restaurant will
also be exaggerated by the financial factors that affect most industries.
Economic Factors:
Interest rate would upset the price of capital, the rate of interest actually directly proportional to
the value of capital.
Rate of inflation regulates the rate of compensation of employees and straight marks the value of
the restaurant's product. Over, the percentage among the rate of inflation and salaries is direct.
Economic drifts action as gauge of the sustenance and revenue of business inside the Pakistan
and support you to adopt your marketing strategy.
Social:
The social aspects of a marketplace can have a great impression on an industry. Like, a very
health-conscious marketplace, an eating place must provide healthy and hygienic foods. One
more vibrant public subject is that the approaches that people have in the direction of restaurants
a restaurant positions a way upper chance in a market place where people select to eat than in
one in which publics select to stay at homemade.
There is surge in demand for food ingestion in Pakistan. Pakistani society likes to pay their time
in eating place and they also like to have conversation so there is an enormous rise in demand for
restaurants publics like spending their time there.
Technological:
This aspect proceeds into technology complications that shake how a business carries its
formation or service to the marketplace. Amongst the exact stuffs that have to be dignified are
technical advancements. Moreover, restaurant must need to consider around though peoples
distinctions, and their related technical prospects are perhaps to have an outcome on people.
A good technological configuration in Tandoori is looked-for that would lead to progressive

production, achieving and distribution, resultant in condensed waste and lesser prices.
Ecological:
Pakistan is a country fronting undefined environmental fluctuations. Those are rains, earth
quakes, natural disaster, growing pollution due to manufacturing waste, etc. all these aspect
straight or incidentally are distressing the overall economy and business sector of Pakistan.
Similar is the condition with Tandoori shower and earth quakes straight upset food business
and specifically service delivery business. So, the company must consider these factors and how
to overcome these environmental challenges.
Legal:
There are some administration rules and guideline for the supply of quality food products. And
administration applied these instructions to control the quality of goods. So firms have to follow
these instructions not only concerning to the food but also in concern with salaries and well-
being of workers. So Tandoori also have to monitor all these instructions to create lawful
atmosphere in the county. And they too have to take care of prosperity of the workers and health
of publics.
3.2 COMPETITORS ANALYSIS: (An Overview)

The stakeholders are the ones who affect and got affected directly or indirectly by your
operations or with your business. Out of these stakeholders the competitors are the significant
ones and needs our immediate attention in order to minimize their influence which they can
leave on the performance of our business. Tandoori today, lays the most under this pressure and
they have very high threats of rivalry. All this can be determined by a feasible study of how our
competitors are performing and how we can deal with them in order to sustain our position in the
market. As we have done study of market we came up with 3 remarkable competitors of
Tandoori which includes; Jahangir Balti and BBQ, Monal, and BBQ tonight.
Jahangir Balti and BBQ:
Jahangir is now one of the well-known dinning places in Islamabad and in Rawalpindi too. It
was known for its special chickpeas dish in late 60s but its struggle for becoming a famous
traditional restaurant all over the country. And in a very short period it gained an eye catching
and mouth watering menu which started offering karahi and Bar-B-Q. By the Reason of its
special and different taste provided to customers, it gained a lot of appreciation from its
customers and it targeted the taste buds of the people of twin cities Islamabad and Rawalpindi,
and became everyones favorite place to dine out.
Today Jahangir Balti and Bar-B-Q is offering a variety of dishes along with the takeaways and
delivery services on daily basis. They offer lunch boxes, a number of deals for students, business
customers, or workers. Moreover, they provide tempting Bar-B-Q dishes, traditional Pakistani
food, Karhai and Handi are specialty in their menu, with Roast, Broast, variety of rice, Fish and
Patters of different kinds according to their customers desire and choice, Chinese dishes,
Beverages according to the weather, and wide range of desserts. Besides all this, Jahangir is also
famous for their extraordinary staff performance; they attend their customers delightfully which
would lead to the impression of visiting again. The manner of ambiance is very elegant, which is
a mixture of a traditional culture in order to attract both Pakistani as well as foreign customers.
The location of the restaurant is also a plus point for them as many offices, and organizations are
located in that area because they provide cuisine for different companies and organizations
nearby.
Bar-B-Q Tonight:
The True Flavor of Pakistans Traditional Cuisine Bar B Q tonight was opened in 1988. Its
signature dish was and still is BBQ related cuisine. Its founders have worked really hard in order
to be successful in this field of traditional food providers and now they have near to the
accomplishment of serving the true flavor of Pakistan to their customers along with providing the
best hygiene and quality services.
Basically, they are serving the South Asian Culture in their very own way in order to be unique
and get a competitive edge over their competitors. They are towards maintaining the high quality
and focusing on delivering the best hygienic food in terms of quality in town. They are best
regarding their tastes and they have a perfect location where everyone can go easily and can
order a meal of their desire at a reasonable price as they have a target market which focuses on
upper middle and middle class. They have competitive edge in their parking area location; have a
noteworthy and significant ambiance which has attracted so many customers to visit there again
and again. However, if we compare Tandoori with BBQ tonight, Tandoori didnt have such
entertainment and lavish ambiance which could attract their customers. Because of their staff
services are also not up to the mark they have slow service and low educated staff that is why
they leave their customers with no other option to switch to other restaurants.
The Monal:
The Monal restaurant located in the beautiful and enchanting boundaries of Pir Sohawa, having
an eye catching location to attract as much customers as possible. This is situated on the hills of
Margalla at a height of about 1173 meters. The Monal restaurant offers a great product line
which is focusing on the Pakistani traditional cuisine. It has a diverse menu which provides taste
from across the globe.
It offers many Arabic, Persian, and Central Asian dishes. They are attracting people across the
world to come and visit a place where they could find outclass and modern ambiance and
environment having the touch of their own traditions, culture and taste wrapped into the heritage
of Pakistan leaving customers experience which is unforgettable. Talking about the architectural
design and layout of the restaurant its spirals and wood mingles the natural glory of ALLAH
along the modernity of the cultural and folk heritage. It has an edge over its competitors when it
comes to parking area, it has a spacious parking nearly includes 250 cars. They have 5 live main
kitchens where the chefs are cooking their meals in a unique and remarkable way which seems
mouth watering and presented in a delighting way which is catchy.
The entertainment sessions include Gazal Nights on festive occasions like Eids, and every
evening they have something new for their customers to come, relax and enjoy. Each evening
they arrange musical night. They have everything which could attract people to visit there.
Unlike, Tandoori they dont even recognize how their main customers are and which special
meals to target in order to gain customers attention.
Jahangir Balti
Company Tandoori and BBQ Tonight Monal
Names BBQ
A locally owned Serves the best
Overview restaurant which and traditional Bbq Tonight is a Monal offers
serve its Pakistani food in
traditional Chinese, Pakistani
customers with twin cities,
an attractive selected Chinese restaurant and and Continental
ambiance dishes, Bar BQ, serves Desi as well food. The remarkable
having large Desi food, Take
as traditional blend of health and
menu Away and
containing Delivery cuisine. taste is their peculiar
Continental, services every specialty.
Chinese, and day.
Fast Food and
unique dipping
sauces.
location Their extra
Managemen Architectural Quality food
Competitive Ordinary taste
Layout Variety in
Advantage t
Home designing product line
parking area Educated
Delivery
service staff
service
Upper middle Upper-Middle

Middle class
Target Upper lower Upper-Middle class Upper class
Market Middle class
Product Product
Penetration Market
Marketing development differentiation
strategy strategy segmentation
Strategy
and product
differentiatio
n
Fast food and Desi and
Major unique dipping traditional food Desi and Bar.B.Q and
Product sauces Continental Continental Food
Offering
High Prices Moderat

High prices High prices
Pricing and e prices
Cost
Chefs Their extra

Strengths Large ordinary taste of Quality food and
product line veggies and Name of restaurant product variety
Hygienic
Strong
food
management
No Dull
Weakness Low product line High cost
advertising ambiance
Management
No Business Low
Low quality
Plan qualified
service
Outdated staff
technology Entrance
and
processes
Rivalry of Intense
Competitor Continental
Threats competitors competition
Of offering food s offer more restaurants
is intense
Local fast with hygienic product chain i.e.
food chains food and stylish variety Tuscany

ambiance Courtyard,
Street 1.
Marketing Quality food
Opportunitie Increasing with an Penetrating into Quality food and
s demand for attractive other cities of service as well as
healthy food ambiance and Pakistan and exotic environment
Venture into
renovating their abroad.
newer
building.
markets
Increased
demand of
fast food
3.3 Porters five forces Model:

Tandoori practices the concerns of external factors at changing concentrations. The company
ought to appliance these methods to accomplish these external factors and diminish bad impact.
Tandoor is 5 Forces examination produces the following concentrations of the five forces:
1. Good competition (high)
2. Bargaining control of shoppers (high)
3. Bargaining control of sellers (low)
4. Threat of alternates (high)
5. Threat of recent entrants or new entry (moderate)
Buyer
Power
Potential Industry Supplier

Entrants Rivalry Power
Threat of
Substitute
s
COMPETITIVE RIVALRY WITH TANDOORI:
Tandoori experience great rivalry as an outcome of the big restaurant market and it is already
saturated. This section of the 5 Forces investigation challenges the impression of challenging
firms inside the industry thermosphere.
Larger number of restaurants (high threat)
Great aggressiveness of restaurants (high threat)
Low substituting rates (high threat)
The restaurant industry has numerous restaurants of various sizes, like Chattas, BAR-B-Q
tonight and many more, Tandoor is consumers practice low switching costs, which indicates
that they will easily move to other restaurants.
BARGANING POWER OF TANDOORIS CUSTOMER:
Tandoori essentially have to report the frequent powers of customers. In Tandoor is

circumstance, the following are the outside aspects that add to the strong bargaining power of
buyers:
Low switching prices (high threat)
High accessibility of substitutes (high threat)
As for the ease of shifting from one restaurant to another, consumers can pick from numerous
restaurants separately from Tandoori. Moreover, here are some alternatives to restaurants. These
alternatives include fast food outlets, bakeries, also as foodstuffs that one might chef at home.
BARGANING POWER OF TANDOORIS SUPPLIER:
This component of the portal 5 forces examination displays the effect of providers on restaurants.
Large number of suppliers (low threat)
The enormous amount of sellers decays the effect of single providers on Tandoori. This is
particularly due to a result of the lack of local coalitions among providers. Thus, this constituent
of the 5 Forces examination express that provider influence is a least issue for Tandoori.
THREAT OF SUBSTITUTES:
Alternates are a main alarm for Tandoori. Now in Tandoor is circumstance, the following
outer features generate the risk of substitution a dominant force:
High substitute availability (high threat)
Low switching costs (high threat)
Here are some alternatives to Tandoor is foodstuffs, like product from native food
manufacturers and bakeries. Consumers can even cook their foodstuff at home. Its also simple to
shift from Tandoor is to those alternates. So alternatives are a major problem that they must
report through tactics like product and services excellence.
THREAT OF NEW ENTRANCE:
New candidate can result Tandoor is market portion. In Tandoor is circumstance, the
reasonable danger of new entrance depend on the following external factors:
Moderate capital cost (moderate threat)
High budget of brand expansion (less threat)
The modest principal rates of founding a brand new restaurant marks it a little Threat for
Tandoori. Though, it's costly to create influential brand that might equal the Tandoori brand
because it is a familiar brand. Thus, the threat of newest players may be a considerable issue for
Tandoori.
3.4 INDUSTRY LIFE CYCLE ANALYSIS:

Tandoori restaurant is not among the top restaurants in Islamabad even though they have the
brand name but due to less advertisement and due to high prices as compared to BBQ Tonight
and Jahangir Balti they are not consumers first priority. Moreover, they need to improve their
services and need to focus on the core competencies if they want to achieve the growth for their
Business.
MATURI
Tandoor
TY
i GROWT
H
INTRODUCT
ION
DECLI
NE
As illustrated in the above graph we can say that Tandoori is somewhere between the
introduction and growth stage they need much improvement to gain more customers because the
most of the competitors in Twin cities are either between the growth and maturity or reached at
the Maturity stage and have more Loyal customers as compare to Tandoori. In order to achieve
growth and maturity stage, Tandoori has to improve their marketing strategy, operational
strategy and need to pay more attention towards expansion in order to compete with their
competitors.
3.5 STRATEGIC GROUPING ANALYSIS
HIGH Tandoori Monal
QUALITY Jahangir Balti
BBQ-
Tonight
LOW MARKET SHARE HIGH

Here (in the figure above), food and offerings are in comparison to the market share. Both
strategic groups are shaped. First group consists of two Restaurants i.e. Tandoori and Jahangir
Balti while the second phase includes Monal and BBQ Tonight. The analysis illustrate that
Tandoori offers the second most best quality offerings in its surrounding market but their
market share is low due to external forces as well as intense competition also due to less
advertisement. On the other hand, BBQ tonight is at the top in terms of market share but at the
lowest in providing quality food. Moving on, the second group consists of Monal having a high
market share as well in offering quality food and environment. Whereas Jahangir Balti is at the
lowest ranking in concern with market due to the lack of investments, network effect and
sufficient networking effect of local industry. While in case of quality they are also offering
highquality. The brown line represent the mobility barrier that consist between two phases,
showing that these, restaurant face barriers while moving from one strategic group to another due
to some reasons such as ideal location or daily proximity for customers.
High Monal
Tandoori
PRICE
BBQ-Tonight
Jahangir Balti
Low High
BRAND NAME
So moving on here you can see the price of food offerings are concerned in comparison to the
Price and brand name (mentioned in the above Graph), again there are two strategic groups. First
one consists of two firms i.e. Tandoori and Jahangir Balti whereas the next group consists of
Monal and BBQ Tonight. The analysis illustrate that Tandoori offers the second highest price
in its surrounding market as wells a low brand name due to less advertisement and lack of
growth. On the other hand, Monal is at the top in terms of prices and second in case of market
share. So on, the remaining group consists of BBQ-Tonight having a highest brand name while
Jahangir Balti is at the lowest in case of Brand Name due to less advertisement, less
investment and also due to low quality food offerings. The Blue line presenting existence of the
mobility barrier between two groups, Therefore firms face barriers while moving from one
strategic group to another due to some vital reasons such as ideal location or daily proximity for
customers.
Chapter 4 INTERNAL ANALYSIS

4.1 SWOT Analysis:
The Tandoori Restaurant wants to deliver their best to the cutomers in terms of the high quality,
perfectly refreshing environment with an enchanting ambiance. The main purpose of their
existance is that they provide variety of meals, with health and joyful experience. They want to
serve the classic taste which they themselves enjoy, and known for the traditional cuisine the
most. The SWOT analysis assists managers to actually sustain their position by the external
analysis and knowing the threats your business might face, the opportunities it might be getting
in terms of expansion. While, the internal analysis shows the strengths your business have over
the competitors and the weaknesses might be needed to improve.
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
STRENGTHS:
We are providing reasonable customer satisfaction.
Providing tasty and hygienic food in neat and clean environment.
Best Quality services.
Qualified and educated staff.
Multiple offerings included (Continental, Chinese, and Fast Food).
Loyal customers are our major strengths.
Our location is also our major strength.
Strong positioning in customer mind.
Satisfied staff.
WEAKNESSES:
Less advertisement
Less number of Franchises
High prices
Less technological advancement
Less space for customers on weekends and specially on occasion like(Pakistan day, Eid
day )
Less online presence like they does not have any kind of website.
OPPORTUNITIES:
Growth opportunities
Should concentrate on advertisement, extensive marketing require having more

awareness among customer.
Changing customer tastes and new customer groups
Concerns for climate and health are also trends that potentially add value to products and
services.
Increase their product line.
Need to Target a Niche
Online Market
Technological advancement.
International expansion.
Opportunity in emerging markets.
THREATS:
Unstable Economic conditions.
Intense competition.
Political Instability.
Government rules regulations.
High tax rates.

Change in tastes.
Substitute product.
War against terrorism.
High prices.
Health conscious consumer.
Conclusion:
Thus, with the SWOT analysis we came to know that the Tandoori have to improve its overall
management, they must also work on the logistics as in operational plan should be made in order
to communicate clearly, the roles and responsibilities of the suppliers, employees and staff. As
this is a well established Restaurant of Islamabad it must focus on the need of customers where
they have abundant resources and in which they feel they could do better that their competitors.
They should target a niche and focus on it because this is not possible for anyone to target each
and every segment of population and cater to their needs whenever possible you must have to
stick to one thing and by fully focusing on it you can accomplish the desired position. In case of
Tandoori, they must stick to their Desi Cuisine because most of their customers love their
traditional dishes and meals. Taste and hygiene is of most importance to the customer so they
have to emphasize on these aspects. Quality Assurance is very important in order to attract a
large customer segment. Moreover, the most significant factor is still missing which is to attract
the youth, do something unique so that youngsters who are fun loving and outgoing start visiting
Tandoori as the Desi Food trend is now very popular among youth, it will boost the sales and
will be profitable for the restaurant as well.
4.2 The Seven S of McKinsey:

In order to gain an internal picture of the organization we have to do a study of its internal
operations and the work done on daily basis which includes these seven S of McKinsey;
Strategy, Skills, Structure, Shared Values, Systems, Style and Staff. These elements are the most
significant indicators of the internal performance of the organization. Through these we can
easily analyze the situation where trouble is arising and how to improve it. These seven S helps
to:
Analyze the current performance of organization and improve it

Decide how to choose the Best suggested strategy
Provide information about the future risks and challenges which may arise.
The Seven S McKinsey for the internal assessment of Tandoori are as follows:
S 1 (STRATEGY): The strategy of Tandoori is to target a class of customers which visit

their restaurant very often, and create a word of mouth for others as they have no
advertising plan or official website. They want to satisfy the emerging needs and
demands of their customers and gain profitability and growth as well. They want to
achieve a better position in minds of their customers.
S 2 (SKILLS): The Management skills of Tandoori are average; they are not up to the mark
but can operate in an existing set of routine operations efficiently. But cannot do anything
Extra Ordinary. They provide their Catering services in Parliament.
S 3 (STAFF): They have no conflicts between the staff and management, their staff is not
skilled because they dont get any proper training how to cater the needs of customers
right away, and so, the services are slow. There isnt any monitoring and coaching for the
staff and employees.
S 4 (STRUCTURE): Tandoori has a Centralized approach which consists of the hierarchy of
Top-Down approach where the Owner shapes Decisions and Top Management have to
communicate it to the lower level Management. The departments are working properly
but have no such authority to make decisions; they have to rely on the owner.
S 5 (SYSTEM): There is no check and balance on the employees and staff
S 6 (SHARED VALUES): They have multi-cultural staff in their restaurants; therefore,
everyone is bound to show the positive attitude towards others. There isnt any conflict
among them and friendly coordination with the Managers.
S 7 (STYLE): The approach which Tandoori is following can lead them towards a
competitive advantage because their style of management is leadership. A leader is one
who takes everyone together as a team to achieve a goal. But their Leadership must have
to be more efficient to gain competitive edge. They also have an environmental style
which focuses on the traditional culture of Pakistan having wooden architectural patterns
along with the unique and modern ambiance.
4.3 The VRIO Framework:

The VRIO framework is consider as an excellent tool to analyze the internal environment of
organization. Basically VRIO particularly stands for four questions one must ask include
resources or capability to determine its competitive potential:
Tandoori contain many resources like qualified and experienced staff ,location etc. Therefore
they are fully utilizing these resources. Although they have resources like their own farms but
most of the vegetables are sold to the markets. Moving on VRIO framework analyzes the
resources and capabilities of the firm and also explains that whether they are utilizing it properly
or not. But Tandoori falls in this category of temporary competitive advantage because their
resources are not imitable by competitors why because not everyone could find the location
like they have. As well as it need a lot of investment to have more qualified staff. What we have
found that they need to reach the organized stage by providing value to their customers they are
looking for. Through organizing their resources and capabilities and also by competitive
advantage they can reach to the desired position. Lastly, they need to sustain the archived
competitive advantage
4.4 Marketing, Sales and Promotions:

While the internal analysis of Tandoori has been conducted we came to know that there is no
marketing of Tandoori, they didnt even have an official website of their Restaurant, no
Facebook page, no advertisement. Their Sales as we have identified is because of their Desi
Food, and the other cuisines are not gaining much appreciation as Desi food is very known
among its regular customers.
Marketing:
Every firm has a marketing department in it along with many departments of the organization.
But specifically the Marketing department and the Marketing managers are liable for the
encouragement of the firms success and they can do it easily though multiple ways. Tandoori is
not emphasizing on their marketing activities right now, they are focusing just on sales and want
to increase sales as much as possible but a firm cannot earn profits until it strengths their
marketing operations. They need to improve their marketing to result in gaining profitable and
desired sales.
Sales:
The consequences of lacking marketing activities are affecting the sales of the Restaurant. As
sales and marketing of a firm go hand in hand, they are equally important in the success or
failure of any organization. In order to gain competitive position, sales must be strong as well as
the word of mouth among people of your business too. Therefore, the CRM is of high priority in
the organizations, the Customer Relationship Management can assist a manager in multiple ways
to gain more customers and retain them for as long as possible because they can consequently
increase the sales of the firm. Also they can take feedback from customers to improve their
services for that they need to make an official webpage/website to keep in touch with their
customers.
Promotional activities:
The promotional campaigns, advertisements in print media and electronic media and activities
related to this will lead a firm towards recognition among the target market and increase the
sales.
Tandoori have to emphasize towards the promotional activities as its competitors are doing.
Tandoori should start doing the ATL and BTL activities:
ATL (Above the Line): This type of marketing activity is followed whenever there is a large
market segment and you deliver your message through mass media, like, television
commercials, radio announcements, print as well as social media can help Tandoori gain
large number of customers attention.
BTL (Below the Line): This kind of promotional activity focuses on the direct form of
marketing communication this includes the activities such as distributing pamphlets,
brochures, placards, banner and billboards on roads. Tandoori must distribute the pamphlets
in houses as well as outside their restaurants so that people could know about them. Because
it will help people to recall its name and would also high lighten main features.
TTL (Through the Line): This usually takes advantage of the best of BTL and ATL by
making sure to attract maximum customer segment. In TTL customers are guided by the
mediums the firm wants to follow. TTL not only delivers your message to customers but also
helps to target the specific audience by using different platforms and mediums to gain a
higher rate of return on investment. Tandoori must target a niche and follow TTL strategy to
earn maximum profits.
4.5 Resource and capabilities:

Resources:
Tandoori has a broad set of its own Resources as it has an advantage of being an old Player in
this industry. They have their own classified chefs plus they have their own very old suppliers of
fruits, vegetables and ketchup. Due to this cost of these vegetables become low for them.
Start-up Expenses Rs.
Requirements
Start-up Expenses
Legal 50,000
Stationery etc. 20,000
Brochures 15,000
Insurance 80,000
Expensed Equipment 360,000
Employee/Payroll 460,000
Grand Advertising 200,000
Misc. Expenses 250,000
Total Start-up Expenses 1,435,000
Start up Assets
Cash Required 1,800,000

Start-up Inventory 500,000
Long-term Assets 120,000
Total Requirements 4,000,000
Capabilities:
Tandoori is capable of providing the healthy and hygienic food in an atmosphere of comfort,
relaxation with an admirable sitting.
Core Competency:
These are the strengths of a business that distinguishes its position in the market than its
competitors. Tandoori has a Core competence in its Desi food. As we come up with the results of
a survey that if efficiently marketed Tandoori can become restaurant with the best desi food in
town. They serve their food in parliament canteen.
4.6 Service Gap Model:
Knowledge Gap:
This gap is basically between the consumer expectations and management perception. The
knowledge gap basically occurs when the service provider does not perceive correctly what the
consumer want. Like Tandoori has expended its product line thinking that customer might want
number of offerings but in real customer are more concerned in quality of desi offerings and
better quality service and cleanliness.
How to overcome this gap?
Before introducing the new product they need to go through the research. Where they need to
find out whether there is demand for such product in the market or what features should be
integrated.
Standards Gap:
This gap is between the management perception and service quality specification. Moreover this
gap usually occur when the management perceive correctly about what the customer are looking
for but they doesnt fulfill the expected standard. For example Tandoori perceive that there is
demand for better quality services and fast response from the management. So they told the
waiters to respond fast to the customer but may not specify fast. This gap would be easily solved
be the management just through specifying things correctly.
Delivery Gap:
The gap is between service quality and service quality specification. Usually occurs due to
incapabilitys and poor training of staff or sometime unwillingness to fulfill the service standard.
For example Tandoori has set standard of hygienic food and no server will serve without hat or
hair covering, gloves etc. But server does not follow the set pattern or trained well this causes the
deliver gap.
This gap could be easily fulfilled by training or through making strict protocols that management
must need to fulfill. Otherwise they would be fined.
Communication Gap:
Communication Gap is between external communication and service delivery. This gap usually
occurs when service provider does not go through what they shows in their ads or statement
made by them. For example Tandoori shows that they very unique and best ambiance in the
restaurant but in real the case is reverse. So in such case the customers hopes are not meet. And
customer really feels annoying in such circumstances.
The thing is they just need to provide the right information about what they are and what they are
offering this is what customer looks for.
Chapter 5 RESEARCH OBJECTIVES

5.1 Research objective:
These are main objectives for our research which are as follows:
To know the quality perception of the customers about Tandoori

To be aware of the issues related to the growth and expansion
To have information about the price factor as compared to the competitors
To know the existing or future competitors of Tandoori
To identify the core competencies of Tandoori
To figure out the importance of promotions and marketing on the image of Tandoori
To know the strategies that would be suitable for Tandoori to expand itself in the future.
To maximize the number of customers, sales and profits.
5.2 Research:
This research is based on quantitative data. The data has been collected through the questionnaire
survey method which is consisted of 18 Questions and these questionnaires are distributed
among Tandooris Customers
5.3 Population:
The population researchers will focus in our research will be the residents of twin cities of
Pakistan i.e. Islamabad and Rawalpindi visiting Tandoori.
5.4 Sample:
The sample size for our research was 100 customers of Tandoori. Our research sample size will
consist of 100 questionnaires and all of the data collection is conducted in Islamabad Region and
from Tandoori Restaurant Customers.
5.5 Research Methodology:

The research on the current performance and future growth and expansion strategies has been
conducted on the basis of Tandooris is conducted by averages, Descriptive, graphs,
regression, and correlation.
5.6 Frame Work:
PRICE
QUALITY
PROMOTI
ON
5.7 Hypothesis:
These are the following hypothesis on which our research will be based:
Ho: There is no relationship between Price and Quality.
H1: There is a relationship between Price and Quality.
Ho: There is no relationship between promotion and Quality
H1: There is a relationship between promotion and Quality

Chapter 6 RESULTS AND INTERPRETATION

6.1 Market Research:
The survey has been conducted for Tandoori Addressing its Marketing and Expansion
opportunities and the questionnaire approach is followed while taking the information and data.
The Market size taken was of 100 respondents, out of which most of them are working males and
females, students are in less proportion as compared to the working people segment. Students
visit Tandoori very rare.
6.1.1 Normality Test:

PRICE:
PROMOTION:
QUALITY:
Interpretation:
Since the data falls on the plotted line of the pp-plots, we can assume that data is near normality
for all three variables of Price, Quality, and Promotion.
Statistics
PRICE_1 PROMOTION_1 QUALITY_1
N Valid 100 100 100
Mean 2.8233 3.3850 2.3483

Std. Error of Mean .02938 .04760 .03240
Median 3.0000 3.5000 2.3333
Mode 3.00 3.50 2.50
Std. Deviation .29380 .47596 .32402
Variance .086 .227 .105
Skewness .003 -.309 -.272
Std. Error of Skewness .241 .241 .241
Kurtosis -.250 -.813 -.348
Std. Error of Kurtosis .478 .478 .478
Range 1.33 1.50 1.33
Minimum 2.33 2.50 1.67
Maximum 3.67 4.00 3.00
Sum 282.33 338.50 234.83
Interpretation:
From the table above we see that since the skewness of al l three variables are between -1 and
+1, the variables satisfy normality conditions on account of skewness.
As far as kurtosis is concerned, it should be positive, but in our case none of the variables show a
positive kurtosis.
Survey Questions with Interpretation
1. Dinning in tandoori lives up to your expectations
Interpretation:
As the above pie chart shows the results of how people think about Tandoori and what perception
they have in their minds. From this we came to know that mostly people are not satisfied with
their services they are 52%.
2. Food served in Tandoori is of high Quality
Interpretation:
This chart is showing the quality of food served at Tandoori is of high Quality, majority of
people agreed to the high quality of food served 42 % of customers in a survey feels that they are
getting High quality of food there.
3. You give most priority to the food and hygiene
Interpretation:
The Above Table shows that the customers give more importance to the food and hygiene. We
can see that customers have high priority over the hygiene and 48% out of 100% gives priority to
hygiene.
4. You heard about tandoori in Advertisement
Interpretation:
This graph shows that Customers who visited Tandoori have already heard about it in some
advertisement. But as Tandoori has no advertisements and promotions, therefore, the survey
conducted shows that 52% of the customers strongly disagree with the statement because they
have never seen any advertisement.
5. Tandoori advertisements are very catchy and attractive
Interpretation:
According to the survey conducted, the results show us that only 15% of Tandooris customers
have agreed that Tandoori have an attractive and catchy advertisement. However, 43% of them
strongly disagree with this because they havent seen any.
9.0
% 6
.
P
r
i
i
m
p
o
S
A
D
i
s
ac
e
F
a
t
n
g
l
y
r
ec
t
o
r
i
s
f
y
u
A
g
e
S
t
on
g
l
yD
i
s
a
g
re
6. Price Factor is important for you
3
9
.0
% 5
2
.
0
%
Interpretation:
The survey question of price factor gives us an idea about customers perception on the price.
Price factor is very important for every one nowadays, as 52% agreed that price has a great
importance for them. And only 9% disagreed to this fact.
7 7
.
T
a
n
d
r
e
s
t
D
i
s
a
S
t
o
no
r
i
s
a
b
l
g
y
g
e
r
g
l
y
D
io
f
e
r
i
n
a
t
s
s
a
g
r
eg
0
7. Tandoori is offering reasonable rates
5
340
Interpretation:
The survey shows that Tandoori seems to be very expensive place for the people who visited
there. According to the customers of Tandoori, they strongly disagree with this statement
which is 68%. And only 7% agreed. But there is clearly a high percentage of people who
believes that Tandoori is not reasonable.
9 8
.
T
a
n
c
h
e
S
t
A
D
i
sd
o
r
i
P
p
t
h
a
m
e
o
g
l
y
A
r
a
ec
e
s
a
n
t
h
i
r
gr
e
0 to
n
g
l
y
Di
s
a
g
r
e
8. Tandoori Prices are cheaper than their competitors
5
338
Interpretation:
This pie chart showed that only 9% customers agreed that Tandoori is cheaper that its
competitors. 53% would strongly disagree to this and they feel that Jahangir Balti, BBQ Tonight
and even The Monal may have cheaper prices than Tandoori.
9
.
T
a
n
m
r
e
s
t
Ad
o
r
v
M
g
li
s
p
r
e
t
y
n
u
A
go
v
i
d
t
h
e
rn
g
d
s
ti
a
r
e
o
n
g
ly
d
i
sa
g
r
e
9. Tandoori is providing more variety in their Menu
2 1
5
9 21
3
5
Interpretation:
This graph shows that 15% of the customers strongly agree that Tandoori have much Variety in
their menu and they are satisfied with it. While, 35% disagree to that and perceive that it can
make better changes and might introduce the things in which it has an edge.
1
0
.
T
a
n
d
a
t
r
c
i
v
S
D
i
s
a
S
t
o
no
r
i
h
e
A
m
b
g
l
y
g
r
e
g
l
y
D
i
sa
v
e
c
a
g
r
en
1
302
10. Tandoori have an attractive Ambiance
3
6
4
Interpretation:
Most of the customers think that Tandoori has an attractive ambiance which are 64% and a very
few disagree to it that is 13%.
1
.
T
a
n
d
f
r
e
s
h
S
t
g
d
i
s
a
ro
r
i
s
M
a
l
y
g
ee
v
s
t
o
n
gl
y
d
i
sa
g
r
e
11. Tandoori serves fresh Meals
2
501
9
5
6
Interpretation:
56% customers said that meals are served fresh at Tandoori, however, 25% customers said that
they have sometimes experienced tinned or frozen meals at Tandoori.
10 d1
2
.
y
t
h
e
s o
Qru
g
i
v
e
p
a
l
t
y
f
n
A
g
istro
a
g
er
i
o
t
y
m
e
ao
l
s
n
l
y
Di
s
a
g
r
e
12. You give priority to the Quality of meals
4
2 4
7
Interpretation:
47% of customers give importance to the quality of meals and only 11% give priority to other
features of the Restaurant, like, ambiance, entertainment, location etc.
6.1.2 Correlation Test:

PRICE_1 PROMOTION_1 QUALITY_1
PRICE_1 1
PROMOTION_1 -0.30** 1
QUALITY_1 0.21** 0.044046055 1
** Correlation is significant at the 0.01 level (2-tailed).
* Correlation is significant at the 0.05 level (2-tailed).
Interpretation:
From the above results, the correlation between Price and Promotion is strong at -30% levels
with statistical significance at 5% level. This means, greater the promotion and awareness done,
the lesser perception is developed about Tandoori as a low-priced restaurant. Similarly, the lesser
promotion would mean greater perception about low-priced characteristic of the restaurant.
Similarly, the correlation between Price and Quality is positive at 21% level that is also
statistically significant at 5% level.
6.1.3 Regression Test:

Model Summary
Change Statistics
Std. Error
R Adjusted
Model R of the
Square R Square
Estimate
R
F Sig. F
Square df1 df2
Change Change
Change
1 .239(a) .057 .038 .31783 .057 2.948 2 97 .057
a Predictors: (Constant), PROMOTION_1, PRICE_1
ANOVA(b)
Sum of Mean
Model Squares df Square F Sig.
1 Regression
.596 2 .298 2.948 .057(a)
Residual
9.799 97 .101
Total
10.394 99
a Predictors: (Constant), PROMOTION_1, PRICE_1
b Dependent Variable: QUALITY_1
Coefficients(a)
Standardize
Mode Unstandardize Collinearity
d t Sig. Correlations
l d Coefficients Statistics
Coefficients
Std. Zero- Toler

B Beta Partial Part VIF
Error order ance
1 (Constant) 1.305 .456 2.86 .005
PRICE_1 .272 .114 .247 2.38 .019 .211 .236 .235 .908 1.101
PROMOTION_
.081 .070 .119 1.15 .253 .044 .116 .113 .908 1.101
1
a Dependent Variable: QUALITY_1
Interpretation:
The regression results show a strong and positive impact of Price on Quality at beta level of .24
that is statistically significant at .1% level. This means, one unit increase in Price perception puts
a 24% impact on Quality perception. In other words, the perception that the Tandoori restaurant
offers reasonable and cheaper rates of food for which the price factor is important in the
customers mind creates a strong impact on their quality perception about the food. However,
there was no significant impact of Promotion on Quality.
The entire model displayed an R-square of 23% that means both independent variables of Price
and Quality explain 23% variation in the perception of Quality. The rest may be explained by
other factors that are not covered in the model.
Moreover, the F-statistic of the model is significant at 5% level indicating that the beta is positive
in at least one variable of the entire model. The variance inflation factors (VIF) for both
independent variables are at level of 1 to suggest that no multicollinearity exists in the model.
Chapter 7 STRATEGIES AND IMPLEMENTATION

7.1 Marketing Mix:
As we know many managers commonly use this statement to define what marketing actually is,
that it is to put the right product, in the right place, at the right price and at the right time.
Marketing mix is basically, to introduce your product or service to the market in a way that you
meet the customers requirements. By defining the four elements of marketing mix we become
able to define our marketing options for the service. The four elements are Price, Place,
Promotion and Product. Here, in case of Tandoori they need to enhance their marketing strategies
and have to come up with some new and innovative ideas and strategies in order to become
competitive or at least to sustain their existing position.
These all four elements directly affect the sales of a business or organization. They must be
managed efficiently as well as effectively by the marketing managers in order to lead their
business towards the success.
Pric
e
Plac
e
Promoti
on
Produ
ct
Place:
In order to become competitive you have to have a strong recognition among your customers.
The location factor is very important if you are dealing with a restaurant business. Most of the
customers dine out just because they need a relaxation or to spend their leisure time in an open,
luxurious and comfortable place where they can eat and enjoy the meals they are having. So if
there is a lot of noise around the restaurant people might not visit there.
By studying the market research we came to know that Tandoori have an attractive architectural
structure of their building and also the place is quite good it has parking area and a noise free
location.
But due to lack of knowledge in their customers that Tandoori is now open in F10 markaz,
people might dont know about them. Because there is no advertisement or branding of Tandoori,
therefore, Tandoori must communicate to their customers that they have opened in F10 and
already having the former restaurant branch in G8 markaz.
As their competitors are leading in this area they have quite obvious locations and everyone
knows where The Monal, Jahangir Balti, and BBQ Tonight are situated, because, they do
promotional activities for their restaurants and keep in touch with their customers. Tandoori have
to focus on this element of Marketing along with others. This could definitely result in an
increase in the sales.
PLACE SALES
Price:
Price is another significantly important factor in any kind of business. Pricing should be done
with the alignment of the customers perception about your services or product and according to
the worth of your product. Pricing could affect the buying behavior of the customers, Tandoori is
charging high rates for their meals which is not being much appreciated by its customers.
Prestige: Customers are actually buying their needs to fulfill their requirements and for
this they need to pay for that and when they pay they feel that they should get much
quality out of their money spent. Tandoori customers should have a good perception
about their services so that they will pay whatever you charge, your positioning must be
strong.
Status Quo: Tandoori should symbolize its brand as a high quality restaurant so that
people who look for high Quality and those who are Brand conscious would also visit
and create a word of mouth for others to come. It include consumer past experience with
the product. If consumer went to the restaurant before then he/she will go again.
Sales/ Profit: Your pricing is an important factor to increase sales; a small decrease in
price could result in high sales and profit. Tandoori has and impact of price as they will
increase the promotions they will get a less perception of a low priced Restaurant.
Competition: Tandoori competitors are earning more profits by offering high prices to
their customers. Tandoori also have to make some strategy to compete in the market.
Promotion:
Now days a business cannot survive until it do promotional activities for the sustenance of its
position or to compete from their competitors. And all of this becomes possible by conducting
the marketing and promotional activities for the businesses. These are the activities you do in
order to get recognition and a positioning in the minds of the customers, to get desired attention
and to get famous among people.
Tandooris case is different they are not doing any promotions and marketing for their restaurant
to be known this is the main reason they are not getting the desired response. They must give
advertisements in television, or an advertisement in the magazines and newspapers. Their
location is also not well known by their customers they must introduce a map for the directions
and roadmap to their customers so that they may not get difficulty in reaching both the branches.
Promotions have a direct impact on sales too. Therefore, Tandoori must focus on this element
and start working on their promotions. Tandoori, since its been started havent become much
popular among the public. The reason is that they lack marketing and advertisements.
Public Relations: The people relations are a key element of promotional mix and by
communication and keeping in touch with you customers you can create a word of
mouth. Not only the customers, but the staff and employees working inside Tandoori are
of greatest importance if the people inside the firm are not happy and satisfied then how
can they make the people outside the restaurant happy and satisfied. As the research is
conducted we examined that the staff at Tandoori is good they have potential to do grate
jobs.
Tandooris staff needs little improvement and training in order to maximize their efforts
in gaining large number of customers. They would become more motivated and trained if
proper training sessions are conducted. This would consequently increase the manner of
services they perform in dealing with customers. The survey conducted have shown that,
greater the promotion and awareness done, the lesser perception is developed about
Tandoori as a low-priced restaurant. Similarly, the lesser promotion would mean greater
perception about low-priced characteristic of the restaurant.
Product:
These include the physical features of the product. People now-a-days are very conscious about
the quality as the awareness among people about different products and brands is increasing. The
greater the awareness the greater the knowledge for product will be.
As the food authorities have become attentive these days and they are keeping a check and
balance on quality so people are becoming more conscious especially about the food industry.
Tandoori must also follow the rules and laws made by these authorities and should convey their
quality check and balance to the customers. It will result in a strong brand loyalty among the
customers along with the trust and confidence people would perceive for Tandoori Brand.
Tandoori is providing a wide range of cuisines and tastes from around the world but their core
competency as examined through the research and survey is Desi Food and BBQ. They must
emphasize on this segment by targeting a niche segment of youth who prefer to enjoy dinnig out
for a classy and traditional Desi food. And Tandoori should add more quality and value to Desi
food by focusing on it so that it would become attractive for customers to visit again and again.
7.2 MARKETING PLAN
Market Size:
There are approximately 2000 Major and well known restaurant in Pakistan.
Market Segments:
Tandoori will appeal to a broad base of customers in all the residential and business
Community. The placement they have to pick out for Tandoori is primarily to be to the Growing
of housing societies in numerous cities. Like G-8 Branch of Tandoori is within the middle of the
capital of Pakistan, includes a population of Over two Million. The residential population within
the immediate area is comprised of a combination of single family and multi-family housing.
7.2.1 Target Market Segment Strategy:

Segmentation:
These are the some variables on which Tandoori need to segment their market:
On the basis of Demographics:

Include: Gender, Age, Ethnicity, Household income etc.
Then comes the psychographic:
Refer to Customer choice, Behavior, Preferences.
And Lastly Geographics:
Like: Region, Area, Location and Climate.
So these are the areas Tandoori should focus on in case of targeting the market segmentations.
These three variables help them to find out their desire customers. And will play an important
role in Tandooris profitability or revenue.
Target:
We find out from our research that Tandoori is targeting Upper Middle and middle class. So if
they want to compete in the market and Growth, they need to target the lower middle class as
well as the major and successful opportunity for them is targeting niches because it is an
important factor that play vital role in success of most of the businesses. After going through the
segmentation, they can easily analyze their target market where they can move.
Positioning:
Positioning refers to how customers perceived the product. Tandoori follow a positioning
strategy that what are consumers perceptions about them and that are their Quality desi
offerings. But now they need growth they have to move forward. In order to reliable positioning
strategy, they firstly have to identify their desire target market moving on they have to focus on
the market competition. For this Tandoori must be well aware of their competitors strategy in
order to be successful. When they will deeply analyze their competitors actions then definitely it
would be easy for them to define their competitive advantage. And lastly they need to
communicate and deliver their chosen position and also sustain their position.
7.2.2 Unique Selling Proposition (USP)
Tandoori is going to be able to provide home-style meals alongside fast food, Chinese, etc. for an
affordable prices in a very comfortable home-like setting. as a result of our current experience
with vendors, and our wonderful credit, we will negotiate higher credit terms than say someone
fresh beginner a restaurant. Well also be able to keep our menu reasonable by providing menu
items that make the most of seasonal manufacture further reducing price. Finally we'll keep our
costs in restraint by meticulous observance of our manageable expenses keeping close eye on
our Prime price Report and Inventory.
Competitive Edge:
Tandooris competitive edge is in its Desi offerings as well as their staff. Moving on the
atmosphere and site is another fringe of tandoori. Our employees are our reflection. Our long run
goal is to hire team members that are actually hand selected and have a similar honest to
goodness family values we tend to do.
7.2.3 Marketing Strategy:

We understand the success of Tandoori will have to be achieved by doing more than serving
quality food, and providing friendly service. We are going to utilize a marketing plan to build
more customer traffic. At Tandoori we are going to regularly try to win a lot of customers by
being proactive instead of reactive in our marketing efforts and keep current with common
business trends.
We will attain these goals by exploitation the following:
Database: we are going to begin our campaign by marketing to our existing information
of consumers. We are going to email fliers announcing our new offerings.
Loyalty Program/Birthday Program: Moving on we are going to provide a
birthday/loyalty programs.
Corporate Events: Our restaurant team will move within the local community and we
decide to take an active role by taking part, sponsoring, and donating to local, sports
clubs or teams within the market area.
7.2.4 Pricing Strategy:

At Tandoori, accounting is important; therefor the profit of every dish will vary considerably and
will initially determine the cost of the menu items. We are going to benefit of our excellent credit
terms with our suppliers and can additionally update our menu to take advantage of seasonality
as an example in local produce things. We are going to additionally closely monitor the Prime
price Report that focuses on the manageable expenses of price of products sold and Labor.
7.2.5 Promotion and Advertising Strategy:
Word of Mouth We already have a database of existing catering customers and will
rely heavily on this method to attract and grow new business.
Direct Mail - Bulk mailing either directly to potential customers or by including a
postcard in a value-pack-type mailing.
Media: TV commercials, bill board etc.
Website: We will stay current with industry trends and have a webpage, an Official
Facebook page and Twitter web site. Our menu, map, and hours of operation are going to
be simply accessed. within the future we could think about fax or email orders moreover
a phone application.
7.2.6 Sales Strategy:

Customer service is of the utmost importance. Itll be our goal to produce a meal with superior
customer service. Coaching programs will include teaching materials to train our workers
regarding service attitudes, customer perception and how to handle guest complaints. All guest
complaints are going to be acknowledged by the employees and referred to management. And
customer feedback is going to be accomplished. There must be discounts and attractive offers,
deals for students separately, business lunch meals and home delivery services.
BBQ Platter
Mutton Ribs, Fish tikka, Qalmi Tikka,

Special Boti, Chatkara Boti, Mutton
Kabab, Gola Kabab, Chicken vegetable
Kabab, Biryani, Raita, Salad + Cold Drink
Rs. 1500
Serving- 5 persons
Office Lunch boxes

Tandoori Special One person= Rs. 550
Tandoori = Rs. 500
Vege Box (diet Platter)= Rs. 450
Students Deals
Serving 1 person= 240
1 Biryani+1 Tikka
Serving 2 persons= 650
1 Karahi (full)+ Naan2

Seekh kabab 6+ raita +salad
1 Chinese dish
Serving 3 to 4 persons= 1000
Full Karahi+Biryani+Tikka +Naan+

Cold Drink 1.5L+raita+salad.
7.3 OPERATIONAL PLAN:

An operational plan is the document that shows clearly each and every aspect of the business
wherever the operations are taking place. A plan is made to align the operations with the defined
processes and SOPs of the organization. These includes the strategies their timeframe, roles of
employees responsible for doing operations, budget information and performance measures.
Consultation
Training Budgetary
Plans Information
Operational
Plan
Maintainence Technology
Schedules Advancement
These are some of the other factors which can be helpful for Tandoori:
Consultation:
Tandoori must encourage their employees to work freely and whenever problem arises it should
be solved right away with the consultation, they already have very good communication among
each other. The managers are also responsible for conducting consultation in each and every
aspect, must also give importance to the low level management to participate as much as
possible. The decisions taken for the betterment of the Restaurant, must also consists of the point
of views and opinions of the employees, staff or the middle and lower level management.
Everyone must consult each other in managing the day to day operations or the decisions taken
for doing those operations.
Budgetary information:
The operational plan is a document in which all the operations of a business are aligned with the
goals and objectives of the organization. It will also include all the budgetary information of the
organization which should be aligned with the strategic goals of the firm so as to ignore any
conflicts. In Tandooris operational plan it should include a document addressing the overall
sales, revenues and an overall financial plan which must define each operation with its finances
and cost. It must be available to all.
Technology Advancement:
Tandoori in its processes and operation must introduce the technology as there is a lot of
advancements are occurring day by day. Tandoori must cope up with the existing style of doing
operations in a fast and modern technology world.
Maintenance schedules:
Proper maintenance of the schedules, events and other operations which must be held on time
and any delay in these will lead to bad image in the minds of customers. For example: floor
sweeping, equipment repair and before food preparation processes.
Training Plans:
Effective and efficient workshops and training sessions or classes must be held in order to train
employees what they need to do while attending the customers. During survey we have observed
very few employees and staff members who exactly know how to treat the customers. The art of
treating with your customers must be delivered to staff members.
And there should be a reward system for those employees who are motivated and committed
towards their work. The loyal employees are the strong asset of the company.
7.4 ANSOFF Growth Matrix:

The Ansoff growth Matrix is a planning tool; this is a tool by which the top level management;
the managers, executives and senior employees take decision for the future growth and
expansion. With the help of this strategic growth matrix a company could identify and develop
its future strategies and actions needed to be taken for business growth..
Tandoori at this point must also look for improvements and the growth strategy which has been
suggested for Tandoori after doing the research and survey is that they should do Market
Development
Market Development:
Market development is a growth strategy and tool that defines and develops new market
segments as well as niches for current products. A market development strategy targets those
customers who are not buying your products currently but you target them in a different way by
creating a different and separate market for it, making sure that now those customers will also
buy your services or product.
Furthermore, it targets new customers in new segments or target the niches. It is similar to the
ways which increases your sales by introducing new uses and advantages of your product.
Tandoori can take new measures and enter in a new market by introducing its existing products
to that new market. They can expand their services in a Wedding Planning and Catering
Services business.
Tandoori can take its wide range of products to the catering services in weddings as these days
this is among the most profitable businesses. Tandoori can gain huge appreciation and high rate
of return on investment.
7.5 BCG Matrix:
HIGH
Question Mark
STARS
MARKET GROWTH
Desi/Pakistani
food Chinese
BBQ Italian,
Mexican
CASH COWS DOGS
LOW
Rice Fast Food
Salads
Desserts
HIGH MARKET LOW

SHARE
This model is called Boston Consulting group's product portfolio matrix (BCG) and is
especially designed to assist with long-term strategic planning, it helps the executives and the top
level management of a business to determine growth opportunities by examining its portfolio of
products by defining which products have market share and which products have market growth,
and decide where to invest, where to discontinue investing or where to develop new products.
As in the model above, the survey is conducted to examine the products of Tandoori and to gain
an idea of where Tandoori is standing and which products of Tandoori are more profitable and
can maximize the sales if the investments are done.
Stars: In stars we have identified that Tandoori has High market growth in industry and
high market share in their Desi and Pakistani food. Therefore, it is suggested that
investments in Desi food will lead them towards profit and sales maximization. These
are; desi/Pakistani food, BBQ.
Question Mark: Secondly, in the question marks we have identified those cuisines
which have high market growth as the taste patterns of people have changed and they
want something unique and different from Pakistani cuisine. These cuisines have a low
market share may be the customers of Tandoori are not willing to buy these but there is a
growth in this segment. These are; Chinese, continental, Mexican and Italian.
Cash Cows: The cash cows shows the products where there is low Market Growth in the
industry but have a high market share and they are loved by customers. These are; Rice,
Salads, Desserts.
Dogs: Lastly in dogs we put those products in which there is no market growth and no
market share so Tandoori has no market share and growth in Fast food. Therefore, they
must stop investing in this segment and generate some new value added products
according to the customer demands.
Chapter 8 LAYOUT AND SALES FORCAST

8.1 Recommended Layout for Tandoori
Old Layout
8.2 Sales Summary of Tandoori Restaurant:
June July August Sept Oct Nov
Sales
4,560,645 4,331,400 4,854,572 5,292,800 5,600,200 6,400,200
Labor and
500,000 500,000 500,000 500,000 500,000 500,000
wages
Operating
1,896,585 1,740,312 2,080,005 2,200,178 2,409,400 2,800,500
expenses
Total
(2396585) (2,240,312) (2,580,005) (2,487,327) (2,909,400) (3,300,500)
expenses
Net income 2,164,060 2,091,088 2,274,567 2,592,622 2,690,800 3,099,700

Sales Forcasting:
Year 2018
Jan Feb March April May June
Sales
4,760,800 5,100,400 5,354,470 5,762,500 6,400,100 7,083,395
Labor and
500,000 500,000 500,000 500,000 500,000 500,000
wages
Operating
1,700,665 2,002,152 2,179,007 2,307,327 2,608,786 2,892,978
expenses
Total
(2,200,665) (2,502,152) (26,679,007) (2,807,327) (3,108,786) (3,392,978)
expenses
Net
2,560,135 2,598,248 2,675,463 2,955,173 3,291,314 3,690,417
income
July Aug Sep Oct Nov Dec
Sales 8,005,476 8,564,375 9,348,434 10,913,253 12,450,240 15,443,575
Labor
and 500,000 500,000 500,000 500,000 500,000 500,000
wages
Operatin
g 2,952,716 3,307,809 3,640,565 3,951,700 4,365,554 4,533,456
expenses
Total (5,033,456
(3,452,716) (3,807,809) (4,140,565) (4,451,700) (4,865,554)
Expenses )
Net
4,552,760 4,756,566 5,207,869 6,461,553 7,584,686 10,410,119
income
8.3 Income Statement:
2017 from July-Dec 2018
Sales 31,039,817 99,187,018
Expenses
Labor and wages 3,000,000 6,000,000
Operating expenses 22,751,800 36,442,715
Total expenses (25,751,800) (66,442,715)
Profit before interest and 32,744,303

5,288,017
tax
Conclusion and Recommendation:

Now that we are concluding our research and we have analyzed and determined the issues with
Tandooris growth and expansion, we have figured out that the issues with their marketing plan
are main reason for their stagnant growth. They have to implement a powerful and an effective
marketing plan in order to compete in the market or to expand their business.
The advertising department who must focus making Tandoori famous or at least well
recognizable among people. All these main problems are occurring due to the inefficient research
and development system of this restaurant. The competition in todays world is much intense that
you have to just follow whatever your customer tells you to do.
We have suggested a well organized marketing plan consisting of their customer segments which
will provide information about where is their target market and on which segment they have to
focus on. As this is clearly identifies that their customers are snatching their customers as well so
there is a need to capture more value by just being a customer-based restaurant, they have to
make their strategies according to the preferences of their target customers.
The core competencies are determined through the survey that which core products or meals they
should keep which could attract more customers. This is done by the BCG matrix and the
remaining suggestions are given according to the strategic analysis by Ansoff Model that which
strategy would be more suitable for Tandoori in the future growth.
An efficient Operational Plan is also recommended by us to follow; by this, Tandoori could

enhance its existing skills and capabilities of doing the operations. We have introduced new
student packages with free home delivery. They need to implement these packages in order to
capture youth. Similarly we have also implemented a new traditional platter of homemade items
in order to capture those people who are vegetarian. The new layout design must be consider
valuable because it is very efficient way of capturing wider audience.
After all this a sales plan and a rough idea of forecasting has been done in order to give an idea
to Tandoori that if they would implement these plans and strategies they could come up with
much higher profits and sales.
Limitations:
The limitations faced during the research project was mainly of time and resources, sometimes
people were not cooperative, cost and availability of internet and electricity.
Time duration was very short, in this short time we have tried best to cover each and every
problem and to give solutions to each of them. We have our scheduled classes, other class
projects and holidays that created delay in work.
The cost of transportation and cost of printing has been incurred in the project, although the
research has been conducted in Islamabad but we have to visit the restaurant again and again to
collect data and questionnaires.
Some of the respondents were not at all cooperative with us. After dining at Tandoori they dont
allow us to give them questionnaires.
And lastly, the internet issues in our department was very disruptive during the work.
References:
[1] Ejup Fejza, Alban Asllani (2013), THE IMPORTANCE OF MARKETING IN HELPING
COMPANIES WITH THEIR GROWTH STRATEGIES: THE CASE OF FOOD
INDUSTRY IN KOSOVO
[2] Lus Almeida Costa and Ingemar Dierickx (May 2005), The Strategic Deployment of
Quality-Improving Innovations The Journal of Business, Vol. 78, No. 3

[3] Gad Allon (2007), Competition in Service Industries Vol. 55, No. 1
[4] Dr. R.Gopal, Dr. Pradip Manjrekar and S.S. Dhond (2007), Growth Strategies : A case
study of Maharashtras Sea Food Exporters
[5] Susan M. Keaveney (2010), Customer Switching Behavior in Service Industries: An
Exploratory Study Journal of Marketing, Vol. 59, No. 2
[6] Yew Kee Ho, Mira Tjahjapranata and Chee Meng Yap(2006), Size, Leverage,
Concentration, and R&D Investment in Generating Growth Opportunities* The Journal
of Business, Vol. 79, No. 2
[7] M. Khan, Consumer Behaviour and Advertising Management, New Delhi: New Age
International (P) Limited, Publishers.
[8] M. Lorri The Guide to Restaurant Advertising, October, 2016
[9] S. Irfan, G. Osama, H. Iqra, A. Naeem, Asad (2014), Factors Affecting Customers
Satisfaction in Restaurants Industry in Pakistan, International Review of Management
and Business Research, Vol. 3, pp. 869-876
[10] Chen, W., & Lee, C., (2005). The Impact of Web site Image and Consumer Personality on
Consumer Behavior, International Journal of Management, Vol. 22, No. 3.
Website/ Official Web page Recommended:

Some of the Customer Reviews after visiting Tandoori:

Tandoori Restaurant Customer Satisfaction

Survey
QUESTIONNAIRE
Whats your gender?
o Male
o Female
Age
o 18 to 24
o 25 to 34
o 35 to 44
o 45 and above
Monthly Income (PKR)
o 20,000 40,000
o 40,000 60,000
o 60,000 80,000
o 80,000 100,000
o 100,000+
o Other (Please Specify) ___________
Promotion
Questions Strongly Agree Disagree Strongly

Agree Disagree
1. You heard about Tandoori in an
advertisement
2. You know Tandoori Restaurant already
3. You have seen any advertisements of

Tandoori
4. Tandoori advertisements are very
attractive and catchy
Price

Agree Disagree
5. Price factor is important for you
6. The Biggest challenge for you to eat in a

restaurant is Price
7. Tandoori prices are Reasonable
8. Their Prices are cheaper than other

restaurants
Quality
(1 is most preferred and 4 is least preferred)

Agree Disagree
9. Dinning in Tandoori lives up to your
expectations
10. The food served is of High Quality
11. You give most priority to the Quality of

food and its Hygiene
12. Meals you prefer the most 1 2 3 4
Breakfast
Lunch
Dinner
No meal, Only drinks
Product

Agree Disagree
13. Tandoori is providing more variety of

Products from their competitors
14. They have Quality of products
15. The facilities provided with catchy

Ambiance
16. Tandoori provide fresh meals (meat,
Vegetables, Fruits)
(1 is most preferred and 4 is least preferred)
17. How likely would you recommend 1 2 3 4

Tandoori to others?
18. Which menu you prefer for Tandoori to 1 2 3 4
give priority
Desi food
Continental food
Fast Food
Chinese
Italian
Thai
Mix of these

Tandoori Restaurant

Uploaded by

Document Information

Original Description:

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Tandoori Restaurant

Uploaded by

Copyright:

Available Formats

Marketing and Expansion Opportunities Tandoori Restaurant 2017

Final Year Project

Addressing Marketing and Expansion

Mr. Imraan Yousaf

RIDA ISRAR (130965)

CHENZEB FAIZ (130985)

Tandoori restaurant is a locally retained restaurant. Tandoori restaurant is providing a

Occupancy cost KEY PARTNER

Moreover, Tandoori Restaurant is a locally owned Restaurant. Tandoori restaurant is providing a

1.2 Business Problem:

1.3 Key Objectives:

1. To construct an efficient marketing plan: Tandoori need to have a proper management

5. To identify competitors in order to sustain and improve current position in market:

Lunch Boxes Salads

Core Isuues Activities Deliverables

In order to compare the

To drive the attention

1.6 Mission Statement:

1.7 Product Market:

1.8 Competitive Arena:

Jahangir Balti and BBQ

CHAPTER 2: LITERATURE REVIEW

CHAPTER 3: ENVIRONMENTAL ANALYSIS

A good technological configuration in Tandoori is looked-for that would lead to progressive

3.2 COMPETITORS ANALYSIS: (An Overview)

Jahangir Balti and BBQ:

Upper middle Upper-Middle

High Prices Moderat

Chefs Their extra

food chains food and stylish variety Tuscany

3.3 Porters five forces Model:

1. Good competition (high)

2. Bargaining control of shoppers (high)

3. Bargaining control of sellers (low)

4. Threat of alternates (high)

5. Threat of recent entrants or new entry (moderate)

Potential Industry Supplier

COMPETITIVE RIVALRY WITH TANDOORI:

Larger number of restaurants (high threat)

Great aggressiveness of restaurants (high threat)

Low substituting rates (high threat)

BARGANING POWER OF TANDOORIS CUSTOMER:

Tandoori essentially have to report the frequent powers of customers. In Tandoor is

Low switching prices (high threat)

High accessibility of substitutes (high threat)

BARGANING POWER OF TANDOORIS SUPPLIER:

Large number of suppliers (low threat)

High substitute availability (high threat)

Low switching costs (high threat)

THREAT OF NEW ENTRANCE:

Moderate capital cost (moderate threat)

High budget of brand expansion (less threat)

3.4 INDUSTRY LIFE CYCLE ANALYSIS:

3.5 STRATEGIC GROUPING ANALYSIS

HIGH Tandoori Monal

QUALITY Jahangir Balti

LOW MARKET SHARE HIGH

Chapter 4 INTERNAL ANALYSIS

We are providing reasonable customer satisfaction.

Providing tasty and hygienic food in neat and clean environment.

Best Quality services.

Qualified and educated staff.

Multiple offerings included (Continental, Chinese, and Fast Food).