INTRODUCTION TO BUSINESS

FINAL PROJECT REPORT: A NEW BUSINESS PLAN

Submitted to: Miss Kaneez Zainab

S.NO# GROUP MEMBERS DEGREE STUDENT ID

PROGRAM
01 MAHIRA IRFAN BBA 7179
02 HAFSAH AFFAN BBA 7117
03 SEHRISH MALIK MBA 7192
04 ABDUL RAFAY MBA 7188
05 HARIS NAEEM BBA 7115
 CONTENTS
Acknowledgement
Introduction
Executive Summary
Overview of the Business
 Services Offered

Market Analysis
 Target Market through Market Segmentation
 SWOT Analysis

Organization and Management

 Organizational Structure
 Planning
 Organizing
 Leading
 Controlling

Service or Product line:

 Benefits for the customer
 Product life cycle
Pricing
Marketing and Sales:
 Marketing Strategies

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  Above the Line(ATL)
 Below the Line(BTL)
 Through the Line(TTL)

Financial Projects:

ACKNOWLEDGEMENT

First of all we would like to thank Allah Almighty for giving us

strength, knowledge and opportunity to further upgrade our
knowledge by working on this project report.

After that we are very thankful and delighted to present our report to
Miss Kaneez Zainab and obliged for providing us the opportunity work
together and come up with a unique idea.

Our project Report is about a Service business that provides

Transportation facilities to the customer as per there requirement.

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 INTRODUCTION

Name of the Company:

“GO EASY”.
Vision Statement:
‘To make transportation as easy as possible’
Mission Statement:
Expanding the business vertically and horizontally. Emerging as
international transportation business in the world.
Description:
Go Easy is a service-oriented business that provides Transportation
facilities to the customers as per there requirement. Facilities includes
transportation of goods and passengers. The services that business
provides includes: land, air and water transport.
Land transport includes:

o Car
o Bus
o Rickshaw

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Air transport includes:

o Airplane

Water transport includes:

o Ocean liner
o Cruise
o Ferry

As customer satisfaction and convenience is our first priority we will

not only have a physical outlet but also the business will operated
electronically (i.e. online).Customer will be able to easily access our
Customer care service, Facebook official page, our official website, and
mobile application for availing any of our services.

Services provided by the company:

 Rickshaw services
 Taxi Services (for middle-middle and upper middle level
 Bus Services for women
 Airline transport
 Ship transportation
 Delivery of goods across the nation and worldwide. By Air and by
land.

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 MARKET ANALYSIS:

Total population in different cities:

Population in different cities

6%
12%
Karachi Lahore

54%
29%
Faisalabad Peshawar

Primary Audience:

Our primary audience will be men and women who use public
transport and those people who wants to transport their goods from
one place to another. People falling in the age group between 18 to 40

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years will be our primary audience. Because people of this range are
adults and they are working people they need convince to move within
and outside the city. Furthermore those individuals who transports
their goods to different location will also be our primary target
audience.

Secondary Audience:

Our Secondary audience will be children and old age

people because they are dependent people and they require transport
as well. Just like children requires transport to reach school and other
educational institutions but to target them we have to convince and
approach their parents and old age people usually don’t travel that
much as compared to an adult and have a car usually. Old age people
usually send goods to their family and friends not more than that.

Market Segmentation:

Geographic: To extract the target audience geographically, people

living in the areas where basic infrastructure is available (e.g. roads)
will be our target audience who wants public transport or convince.

Demographic: According to this type all the individuals of the society

will be target regardless of gender, cast and creed are transportation

Psychographic: E-Businesses are flourishing these days. Our business

will be also operated electronically. People who uses internet and
keeps themselves updated those people will be targeted. But keeping
this fact in mind that there is a large number of population that is
illiterate in our country so keeping them mind customers can avail our
facilities just by a phone call.

Behavioral: Now a days the trend is getting change every one wants
life to be easy. As easy as a touch. As we our providing all types of

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transportation service at one place just far as a touch so people will be
attracted towards it. If we talk about behavior new generation will
more attracted towards our services and we see a bright future of our
business.

SWOT ANALYSIS

Strength
Internal
Analysis
Weakness
GO EASY

Oppertunities
External
Analysis
Weaknesses

Internal Analysis:

This Analysis includes environment existing inside the organization

Strength:

 Sole service provider: up till now any company is not providing

such services all at one place.

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  Quality Services: every type of service that we provide, we will
make sure that we provide our customer value for that they are
paying.
 Effective Communication: As our business is online and we are
dealing in a various categories of transportation effective
communication is the most important. We have established a
very good communication system with in our company and with
the customer that helps us in maintaining our quality.
 Customer Service Centre: We have established a service Centre
where to provide customers assistance. Customer can get
information, ask query and give feedback at our customer service
Centre where there is a record of every activity happening in the
company.
 CSR Activities: We will be encouraging those women who do
not have bread earner for their families. We will hire women for
our rickshaw and taxi service so that they can earn an honorable
earning for their family. Time to time trainings will be provided
to them free of cost.

Weaknesses:

 Lack of awareness:
People are not highly satisfied from online shopping and
businesses. We need to attract and convince the customer by
providing excellent services to them.
 Heavy sum of money required for upgrading:
In order to start or expand the business huge sum of
money is required to carry out business operations.
 Maintaining Quality:
Our business is online and to carry out our business
operations, strong internet service is the most important.
Unfortunately our country faces energy crisis. Load shedding
and signal interruption is one of the biggest weakness.
 Shortage of labor:

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 Well trained drivers are not according to the demand in
market. Those drivers that are available they are not trained
and even some of them don’t even have license. While hiring
we make sure that the driver drives safely so they need
trainings and that increases our cost.

Opportunity:

 Expand Internationally:
At the current moment we are operating our business
locally it is a great opportunity for us that we expand our
business worldwide.
 Services for special occasion:
Another opportunity for us would be providing special
services at special occasion such as wedding ceremonies,
birthday parties, etc.

Threat:

 Network problem:
This type of problem is a part of external environment if
the country face network problems (i.e. such as internet
services) our business would suffer.
 Tough Competition:
Though Uber, Careem and FedEx are not our direct
competitors but they have strong dominance and market
share in the market. Any action taken by them would affect
our sales and business as well.
 Government policies:
Any change in government policy such as duty, taxes and
documentation process would greatly affect our business
because on transportation service and cargo services heavy

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 taxes are imposed. Increase in taxation would a threat factor
for the company.
 Political issues:
Issues such as strike and law and order situation.
 Inflation

ORGANIZATIONAL STRUCTURE
THE PLANNING PROCESS:

Emerging as international
Mission transportation business in the world.

Capturing local market share and after

Goals that international market share.

Providing quality service to the

Plan customer

Long term planning:

 Business Expansion worldwide

 Capturing huge market share
 High sales turnovers
 Building Brand image in customer’s mind

Short term planning:

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  Creating awareness among customers
 Meeting day to day targets
 Time to time marketing strategies
 Promotional activities according to the festival.

Organizational Hierarchy:

CEO

DIRECTOR

GENERAL MANAGER

ASSISTANT MANAGER

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Leading:

To Lead the employees in correct way is the most important in order

to achieve organizational goals.

According to the business and type the most appropriate leadership

style would be Autocratic. Large businesses and organizations are
having mechanistic design. We have decided this style because the
leadership style depends upon the nature of work and capabilities of
the employees. In order to maintain standards of the company
autocratic style is the most important.

Controlling:

It’s important to monitor, compare and correct where requirement

arises. Goals provide a path through which we can check our
performance. Our goal of the company is to become international
transportation brand image and we will be comparing our
performances through this criteria.

SERVICE OR PRODUCT LINE:

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MARKETING AND SALES
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Building profitable relationship with customers is what marketing
actually is. Developing customer driven strategy is the most important
in order to make integrated marketing strategy.

How we are going to make marketing strategies for that we make

marketing calendar that what activities would be done in each year.
ATL, BTL and TTL activities.

Above The Line (ATL) Activities:

This category includes Mass marketing that is television commercial

(TVC), Radio, Hoardings, Billboards, Banners, Newspaper etc. To
attract our target audience we will prepare TVC in which every
individual of the society is focused what how they can make their lives
easier by availing our services. Newspaper and print media is best to
target business community, businesses those who want to deliver
goods to any other location they can contact us.

Below The Line (BTL) Activities:

This category includes personal marketing in which we can carry out

any mall activity, flyering, leafleting etc. These type of activities can be
conducted at the places where huge number of people are available.

Through The Line (TTL) Activities:

This type of marketing is done through digital media and by internet.

As our business is mainly online we will promote it online as well. We
will promote it at most biggest social media sites just as Facebook,
Instagram, Twitter, Whats app, by providing additional promotional
offers and time to time festive promotions.

Sales:

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Sales are very closely connected with marketing. If correct strategy is
taken into action then automatically sales will boost us.

PRICING
To charge right price from the customer is very important that you
provide service according to the services charged. In order to stay and
grow in the market we have selected to keep the prices just same as
market prices.

We will be charging rates according to the service provided:

Basic Fare would be charged according the type of vehicle and after
that these rates would be followed.

Rickshaw: Rs.10 per kilometer

Taxi: Rs.14 per kilometer

Bus: Rs.8 per kilometer

Airfare: In we will be dealing as a middle man because it is not easy to

operate an airline services. We will charge our commission 5% on the
total amount of the service availed.

Cruise ship: Same is with the cruise ship here also we will be working
as middle man and charge 8% commission.

Cargo shipment and transportation: We will be having our own truck

for loading goods and delivering them. Rates would be charged
according to the type of goods being transported. For shipment we will
have an alliance with well reputed firm TCS so that it will be
advantageous for us that we will charge our commission and customer
will be satisfied also.

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