Internal external
Internal factors Strengths Weakness
1. Pioneer of selling organic
food in BD.
External factors
2. Employed people mostly
doing lunch and dinner
outside.
3. Our economy is booming
and it is labeled been as
“Tiger economy”. Our
interest rate on savings is
6.61%, inflation rate is
5.52%. Our economy’s
growth rate is 8.13%.
4. 30% market share in niche.
5. Selling hygienically
prepared food and by this,
gaining customer’s trust.
6. Over a crore middle income
people spend tk 200 or
above per day for FnD
industry and it’s a TK 60000
crore industry at least.
Opportunities SO strategies
1. People like to 1. Our economy is booming
spend a day and that’s why people’s
and spend buying ability is increasing.
quality time So they should focus on
with family; organic food and fine dining
so food restaurants because people
delivery is on would spend money on those
the rise. things now.
2. Number of 2. Because employed people
working mostly doing lunch and
women are dinner outside, restaurants
rising and need to make perfect
they’ll also package and discounts for
do their lunch them in order to get the
and dinner customers.
1. Lacks talented human
resource with industry
specific skills.
2. Due to climate change,
rain occurs in every
season and for raining
business gets a huge
downfall.
3. People aren’t yet
accustomed to premium
foods and fine dining;
they prefer low price
alternatives.
4. Our estimated per capita
income is $1888 which
means that we don’t have
many customers who can
spend on our products.
5. Scarcity of fresh
ingredients, gets delayed
for traffic.
WO strategies
1. In rainy day, we can reach
our customers through
food delivery service and
thus we can minimizing
our loss; also, they can
refer promo code to their
customers in the rainy
day.
2. By making organic firm
near Dhaka which will
produce their raw material
for restaurants, they can
solve the problem of
traffic and also this will
give the restaurant a
 outside. 3. Restaurants need to advertise unique selling proposition;
3. Government through digital media that that they produce their
are investing they’re the pioneer in the own raw material.
more in market who makes hygienic 3. Due to our economic
infrastructure, food by using organic growth, people will try to
around ingredients. taste different items. So
164603 crore restaurants need to
in this year. If provide new items for
this happens, customers and keep
people will researching to know what
move their target customers like
frequently and what they don’t like.
from one
place to
another and
will taste
different
types of food.
4. Mobile user
and internet
user
increased due
to internet
availability
and
millennial
generation.
This helps
Food
Company to
spread their
ads on social
media and
other
platform and
they can
connect and
notify with
their
customer
quite easily.
Threats ST strategies WT strategies
1. For restaurant 1. Because of being the pioneer 1. Because OTFL lacks
and café of selling organic food in talented human resource
industry, not BD, they can offer corporate with industry specific
very strong companies a lunch box for skills, and there are more
distribution their employees. There’s women joining workforce;
set up. high chance that companies they can train those
2. Limited will accept it because women and by thus, they
exposure is companies are conscious will give a positive
the biggest about employees health and message to customers and
problem; food habit. community that they’re
currently FB 2. Because we’ve 30% market working on women
page is the share in market niche, we empowerment.
main contact can advertise for this niche 2.
point. market to our target
3. Without customer. We can advertise
Facebook, no it through Facebook because
other support people who loves fine dining
or direct and organic food; mostly
media is expect ads through social
available. media. Thus we can grab the
4. Currently market.
eating out is
the most
chosen
entertainment
activity. If
new
entertainment
sector arises,
this sector
will be in
threat.
5. Providing
premium
food at a
sensible price
is the biggest
challenge
because
people aren’t
yet ready to
accept the
premium
 food.
6. Government
has recently
increased
carbon tax
rate by 3%
and 15% tax
for
restaurants.

In the market, what OTFL’S target customer wants is that they want to spend some quality times
with their loved ones or they can hang out with their friends in the restaurant. Also, they want
that for hangout they don’t have to go to distance. But their restaurant now resides in places like
Dhanmondi, Gulshan, Uttara; areas which is crowded by their target customers but also far away
from others due to traffic issues and distance issues. Also, in weekend restaurants get crowded
and so that customers gets disturbed because they are paying for spending peaceful and quality
time. Also, customer wants a improved delivery system because food delivery company like
Food panda, Pathao faces lots of criticism for their rider’s unprofessional behavior and late
delivery time.