CHAPTER 3 ASSIGNMENT

Date:23/10/2020

Chapter 3 covered the marketing environment and how forces in the environment affect a
brand’s successes or struggles. The external environmental forces include PESTLE (political,
economic, social, technological, legal, and environment/natural).

You are tasked with scanning the environment yourself. Consider your favorite restaurant in
Karachi. Look through current events and trends for each of the PESTLE categories.

In the chart on the next page, list at least one example in each of the boxes below of something
that might affect the restaurant in the upcoming year. This could be a trend, an event, or
something that might happen. Also, state whether each will be an opportunity for the restaurant
or a threat.

Restaurant name:

Bon bistro

Brief description:

Bon bistro is a fast-food restaurant known for its high quality and most affordable burgers.it is
located Al-Noor apartment Maskan, Gulshan block 7, Karachi. Its open hours are from 12:30
PM – 11:59 PM.
Target market(s):
Gender: Both males and females
Age: 17- 40 years (prefer families)
Social class: Middle class to upper-middle class

ENVIRONMENTAL
FORCE
Political and Legal
Legislation, political stability,
taxes, permits
Economic
Employment, income, inflation,
interest rates, productivity, wealth
Social
Demographic characteristics,
List an example of an event or trend that might affect the
restaurant in the upcoming year.
Do you think it is an opportunity or a threat for the
restaurant?
 Due to corona virus there is a huge pressure from
government on restaurants to follow SOPs thus the
restaurant need more space to keep distance between
tables But this restaurant has not enough space so this is
a threat for the restaurant . people will move to other
restaurants and they will lose their customers.
 Another threat is that Pakistan may face the second
wave of covid-19 and government can again call
lockdown allover the country thus this restaurant needs
to focus more on how they can efficiently deliver food to
its customer online.
 PDM rallies against the government in near future can
and shutter down strikes can decline sales of restaurant.
 Due to current tourism policies of government Pakistan
may expect greater no of foreigners this can be an
opportunity because they can increase their sales by
serving foreign customers as well.
 Due to ccovid-19 unemployment has increase,
which has decreased the no of people visiting this
restaurant. This is a thread for the restaurant as it
can decrease the revenue of restaurant.
 Secondly inflation in Pakistan has increase due to
which the prices of meals can increase.
 Few months back interest rates were 13% but now it
has fallen to 7% this is an opportunity for the
restaurant because they can take loans form bank at
lower inters rates to expend their business.
 Acceptance of transgender customers in the coming
future can affect their bathroom policy, of this and
can be a threat for them
 People are becoming more health conscious thus

culture, population values
Technological
Innovation, automation, digital
currencies, apps, mobile use
Environment / Natural
Climate, weather, natural
resources
they want the nutritional content material to be
displayed, this can be a threat for restaurants for
that restaurant need to display this on screens.
 Diwali a celebrated in holiest month of Hindus and it
is on 16 Nov, this restaurant can increase its sales
by giving discounts on meals during Diwali and it is
a great opportunity to increase their sales
 This restaurant only accept cash payment and no
other payment method but now a day people don’t
carry money for payment in every place and they
prefer credit card payment over cash thus this can
be a thread for this restaurant.
 Secondly people gave orders and reserves seat for
them online before going to restaurants. This
restaurant has no website to provide these facilities
to customers thus this can be a threat for it.
 Most of restaurants give discounts to customers on
downloading specials mobiles apps like Golootlo but
this restaurant has no such policy this may cause
customers to move to other restaurants.
 This restaurant is providing the opportunity to
customer to order food online through food panada
thus this is an opportunity for it to increase its sales
as people prefer online food delivery due to
pandemic.
 As the weather is changing and winter is coming so
people of Karachi prefer meals outside, but this
restaurant has not enough space outside so this can
be a threat for it and may lose its customers.