Desire RESTAURANT

International Marketing
(BBAMK-512)

Submitted To:
Ma’am Ayesha Saleem
Submitted By:
Ali Haider
Ag Number #:
2019-ag-6828
Degree/Sec:
BBA/ B
Semester:
6th
Table Of content:

SR# Chapters
1. Introduction
2. Menu
3. Framework
4. Conclusion
5. Recommendation
6. Questionnaire

Chapter#1
Introduction
Desire restaurant is designed in 2022 to create a community atmosphere
as a good, old fashioned, friendly, neighborhood cafe. The location at 5409
Lapel Street puts the dinner in the heart of lively, Downtown Timbuktu
same as in D-ground Faisalabad, Pakistan.
A priority of Desir restaurant will be serving fresh, healthful fare food. To
keep food costs down, the menu will be simple, yet creative with many
interchangeable ingredients. Foods will come from local and regional
suppliers whenever possible, with a preference for organically grown
products. Emphasis will be placed on the bakery which will feature old-
world breads baked daily. A deli counter, fine coffees, and a fresh juice bar
will also be showcased.
Setting the mood of a ‘50s diner with décor, Desire restaurant will be a
simple 50-seat café with neon signage, checked tile floors, grey booths with
formica/chrome tables, a refurbished pressed-tin ceiling with ceiling fans,
and a lunch counter (with the look of an old soda fountain) to match the
tables. Only counter service will be offered to keep labor costs low. This will
also keep the dining costs reasonable for consumers --- self-service with no
tipping expenses.
Our name was chosen to convey the restaurant’s welcoming environment.
Our restaurant will be diverse in nature, its according to the nature and
culture of both countries.
According to the growth rate of world population and a trust we have on our
quality of food, Insha’Allah very soon we will open more food chains in all
over the world.
Our first priority is to provide good and high quality food in reasonable
price.

Chapter#1
Menu
Our menu will be according to the culture of both countries and which is
familiar to the mind-set of both country consumers.
We will make strategies and marketing mix according to environment of
both countries.

Countries:
Pakistan:
Pakistani culture is a collective kind of culture, family have high impact
on the purchasing decision of individual.

Menu:
Special pizza’s:
Green Tikka
Malai Boti
Honey Delight
Peri Peri Pizzas
Chicken Fajita
Chicken Supreme
Others:
Pasta’s
Desserts
Salad
America (us):
American culture is a individual culture, individual have its own
choice what to do and what not to do.
Menu:

Strategies:
Strategies, we will design according to the mind-set of consumers
of both countries. Like Pakistan is a developing country, structure and mind-set of
consumers will be totally different. America is a developed country, mind-set of
their consumer will be totally different, by keeping this in mind we will make
strategies which are effective in both countries.
Pakistan:
As we mention above that Pakistan is a developing country, then
we have to make marketing mix by keeping this in mind.
Marketing Mix:
We have 4p’s to make the whole strategy. First of all, Product
will be designed according to the need of consumer as we have already designed.
Place must be ideal and easily approached by everyone. Price will be reasonable
and must be approachable for almost every class of society.
Promotion/Advertisement must be attractive and must cover every potion of what
we want to deliver because in developing countries there is lack of awareness
between peoples.

America (us):
America is a developed country and awareness level about the
product among the consumers is much more than the developing country.
Marketing Mix:
Product, in developed countries the only parameter of evaluation
by consumer is products quality. So, it must be good. Place in both countries must
be according to the segmentation, like we have to target our market first then we
do market segmentation and at the end we perform and product positioning.