Professional Documents
Culture Documents
Final Exam (MGT 368.10)
Final Exam (MGT 368.10)
Spring 2021
Entrepreneurship
Submitted by Submitted to
Mama Halim is a very popular and eminent Halim shop in Bangladesh and it is located in
Kalabagan, Dhaka. Mama Halim mainly sells 3 types of Halim such as beef Halim, mutton
Halim and chicken Halim. Mama Halim wants to expand internationally, more precisely to
New Delhi, India. The Indian restaurant industry is undoubtedly a thriving industry with
immense growth potential. Mama Halim wants to grab this market. Before starting discussion
about marketing mix, we need to know who will be the target customer of Mama Halim. Mama
Halim’s target customer will be working people, students and Muslim people. The marketing
1. Product: Before entering in Indian Restaurant industry, Mama Halim has to consider the
Indian culture and food habits. In India we see that there are 2 types of food habits, one is
vegetarian and another one is non-vegetarian. But most of the non-vegetarian people don’t eat
beef because of Hindu culturalism. Goat, lamb and mutton are the most commonly eaten meats
in India. Muslims and Christians might eat beef as well. Most states that prohibit cattle
slaughter can arrest an alleged perpetrator without a warrant and New Delhi is one those states
(India: Cattle Slaughter Legislations, 2021). As Mama Halim wants to expand its business in
New Delhi, so can’t sell beef Halim in New Delhi, but it can offer it’s other 2 Halim (such as
mutton Halim and chicken Halim) and it will provide high quality healthy and hygienic Halim.
Brand name will be Mama Halim. New Delhi had plans to ban single-use plastic and plastic
with thickness of 50 microns, or less, was banned by the Delhi Pollution Control Committee
(Khanna, 2020). Mama Halim will use eco-friendly boxes, plates for serving and packaging of
foods. These eco-friendly boxes and plates will be made by banana leaves and this can reduce
packaging cost.
1. Price: As Mama Halim is new restaurant in New Delhi, so at first 3 years it will use
cheaper prices for increased revenue and by using this approach Mama Halim can take
over the industry by undercutting its competitors (such as canteens and restaurants who
sell Halim). When Mama Halim will gain a trustworthy consumer base then Mana
Halim will bring more diversified Halim and gradually increase the prices of food
items. Thus Mama Halim can create a strong footing in the restaurant industry. Mama
Halim will sell the Halim on cash and give discounts on various festivals.
Single 65
Pack
Couple 90
Chicke pack
n
Halim
Family 130
Pack
Single 75
Pack
Mutton
Halim
Couple 100
pack
Family 140
Pack
2. Place: At the initial stage, Mama Halim will open a small restaurant and it will have a
small kitchen and medium dining space. Halim will cook in the restaurant kitchen so
that it can serve hot and fresh Halim to the people and people can enjoy Halim by sitting
in the dining area. People can also take parcels if they want. The restaurant will be in a
busy roadside area of New Delhi so that people can easily find the place
3. Promotion: marketing is very important for any type of industry. There will be some
people usually go to restaurants with their family and that time restaurant sales increase a lot.
In order to increase sales, Mama Halim will give seasonal offers on various festivals.
Social Share Marketing (Online Marketing): Mama Halim Restaurant will have a social
account on social media by its name. Customers who tag the restaurant on their social media
(such as Facebook, Instagram, twitter) will get an instant discount on their food. This will
Brochure (Offline Marketing): Brochure is one of the most famous marketing tools that is
used to publicize any business. It is a great way to introduce new business products and services
to new customers. We will distribute our brochures every shops, university, college, school,
workplace, Muslim area and every people who will pass from Mama Halim Restaurant.
YouTube Marketing: Indian YouTube food bloggers will be asked to come to the Mama Halim
Place Near busy roadside area of New Delhi, cooking place, dinning place.
Bangladesh. The restaurant is also offered borhani as a soft drink. Haji Mohammad Hossain
established the restaurant as a roadside food stall in 1939. Haji Biryani is a family business
and Haji Mohammad Hossain's family members are still doing this restaurant business. This
restaurant is now looking to expand abroad, specifically to New York. South Asians are among
the fastest-growing immigrant groups in New York City. Haji biryani wishes to seize this
market.
To explain the restaurant industry of New York City at first I draw the upside-down pyramid
general environmental and demographic trends. This would include household income trends,
population shifts, food consumption habits and trends, travel, and employment trends of the
· Millennials are the largest adult generation in the United States, but they are
starting to share the spotlight with Generation Z. This year, Millennials, those ages
· The immigrant share of the U.S. population is approaching a record high but
remains below that of many other country;es. The 44 million foreign-born people
living in the U.S. in 2017 accounted for 13.6% of the population (Cilluffo, 2019).
than a decade. There were 10.7 million unauthorized immigrants living in the U.S.
(Cilluffo, 2019).
· Incomes are rising in the U.S., but the increase is not being felt equally by all
Americans. Household income in the U.S. is at or near the highest level it has been
This data proved that the United States is one of the richest counties in the world and the
Economy: According to world bank in 2019 Gross domestic product: 21.43 trillion USD
(2019) World Bank the Gross national income was 21.69 trillion PPP dollars, GNI per
capita: 66,080 PPP dollars, GDP per capita: 65,297.52 USD, Unemployment rate: 10.2%
(Jul 2020), Eurostat GDP growth rate: 2.2% annual change that proves that United States’
Culture: The culture of the United States of America is primarily of Western origin, but is
influenced by a multicultural ethos that includes African, Native American, Asian, Pacific
Island, and Latin American people and their cultures. Food habits are mostly fast-food but they
Technology: The technological and industrial history of the United States outlined the
country's emergence as one of the most technologically sophisticated countries in the world.
Restaurant Demand: In the United States food demand is very high because most of the people
do jobs and don’t have enough time to cook. That's why the restaurant demand in the United
3. Local Environment and demographic trends: Haji Biryani wants to expand its
business in new work, so the demographic area of Haji Biryani Restaurant is New York.
U.S. Census report 2019 the total 12.8 million among that population around 8,175,133
build strong customer relationships. More restaurants will diversify revenue streams to
technology to improve back and give priority on Kitchen automation. More direct
orders coming through online ordering and delivery in 2021 and decrease reliance on
5. Local competition and weakness: From the perspective of the traditional and quick
service segment restaurant, Quick service segment offers a strong substitute choice over the
traditional restaurant. Consumers are in a strong position with many choices in the
industry. There is pressure from new ventures, there is supply pressure from wages and
wholesale food prices, and there is pressure from rivalry among competing sellers based upon
the large number of restaurants in the industry. Taken to together, costs are being forced higher
While at the same rivalry, new entrants, and substitutes are putting pressure on restaurants
to gain and maintain customers. Overall, the profit outlook for the traditional restaurant
segment is not favorable. So, Haji Biryani has to take a strong marketing strategy to take a
6. Market Positioning: To enter and hold a position in the New York restaurant industry
Haji Biryani has to make a strong marketing strategy. The marketing strategy of Haji biryani
are:
use social media (such as Facebook, Instagram, Twitter). Haji Biryani will open
an account in social media by its name. so that people can easily find the
restaurant. Customers tag the restaurant on their social media and will get an
instant 5% discount on their food and this strategy will help Haji Biryani to
bloggers to its restaurant so that they can eat the food and give reviews on it.
restaurant industry because at this time many customers come to the restaurants
with family, friends. Considering holidays, Haji Biryani will offer a 10%
account in a food app so that people can easily order food from restaurants
7. Market objectives: In this part Haji Biryani has to select its location in New York. Haji
Biryani will serve mutton biryani and borhani. The foods have to be best quality and Haji
Biryani has to serve hygienic food. Food prices will have to be lower compared to other rivals
and this low price will help Haji Biryani to draw customer attraction easily. If Haji Biryani
maintains the all point of the upside-down pyramid approach, then it can do business in the
Before starting any type of business it’s important to decide the legal form of business. Without
defining the legal form of business, it’s not possible to decide ownership, equity and liability.
So before starting the business. The three students have to decide the legal form of business.
In the question it's mentioned that the three students are pooling their resources to open a
restaurant near North South University. Which means that they want to do business together.
In this case they can form partnership businesses or corporations. As they are new in business
and they don’t have much knowledge about business so they can choose partnership business.
In the question, it also mentioned that one of the students doesn't want to take part in daily
business activities. This type of partner is called a silent partner. Silent partner is who gives
capital in business and shares the partnership's profits and losses but is not involved in active
management of the business. For this reason, a silent partner will not be responsible for the
failure of managerial decisions and will not bear the liability for this failure. So, the student
can form the limited liability partnership business. A Limited Liability Partnership (LLP) is a
partnership in which some or all partners have limited liability (Why your Startup should be an
LLP. , 2015). In this case, the students can form Limited Liability Partnership (LLP) business
where that partner will have limited liability in the restaurant business.
Reference List:
Mama Halim of Kalabagan. Online Dhaka Guide. http://www.online-
dhaka.com/english/23_649_25980_0-mama-halim-kalabagan-online-dhaka-
guide.html
India: Cattle Slaughter Legislations. (March 6, 2021). Beef 2 Live.
https://beef2live.com/story-india-cattle-slaughter-legislations-0-130147
Khanna, S. P., How covid-19 is reversing the ban on single-use plastic across India, (July
ban-on-single-use-plastic-across-india-11593647479231.html
https://economictimes.indiatimes.com/small-biz/legal/why-your-startup-should-be-an-
llp/articleshow/47440287.cms
Cilluffo, A. C. (2019, April 11). 6 demographic trends shaping the U.S. and the world in
2019. Retrieved from Pew Research Center: https://www.pewresearch.org/fact-
tank/2019/04/11/6-demographic-trends-shaping-the-u-s-and-the-world-in-2019/