Title Page with official logo of I BMAS

1
 Final Project: Principles of Marketing
Registration Number: S21BMGMT2M01003
Class: Bridging
Semester: Zero
Session: Spring
Submitted By: Tariq Mehmood
Submitted To: Dr. Rana Muhammad Shahid Yaqub

My Task: I have to conduct the interview from the Middle Level Manager of any organization of my own
choice and ask the following Questions and report the answers in my final project.

Table of Contents
Title Page with official logo of IBMAS ........................................................................................................... 1
Table of Contents .......................................................................................................................................... 2
Profile of the Middle level Manager along with his/her contact number .................................................... 3
Executive Summary ....................................................................................................................................... 4
Introduction of the Firm................................................................................................................................ 5
Questions and Answers ................................................................................................................................ 6
Conclusion ................................................................................................................................................... 15
Recommendations ...................................................................................................................................... 16

2
Profile of the Middle level Manager along with his/her
contact number

Name: Mushahid Hussain

Working as: Restaurant Marketing Manager
Business Name: Forks N Knives Restaurant
City Name: Bahawalpur
Contact Number: 0301-8160546

3
 Executive Summary

The executive summary is a brief overview of all the information contained in your restaurant
business plan. A strong executive summary is essential not only for starting a business, but also for
getting funding for your new restaurant, as it is the first section potential investors will read. A
business plan executive summary should be between 1 and 4 pages long, and it should contain the
most important information about your new restaurant. The goal of an executive summary is to get
your foot in the door with investors and banks to procure startup capital.

Here is some of the information that should be included in the executive summary:

 Your restaurant's concept.

 A realistic timeline for opening your restaurant.

 Your target location and how much building space your restaurant needs.

 A brief market analysis.

 What makes your new restaurant unique?

 The restaurant's core strengths, such as experienced management or talented chefs.

 Expected costs, business goals, and financial projections for starting your restaurant.

 Know who you're presenting your business plan to and write your executive summary
accordingly. Think about who you're going to present your restaurant business plan to and what
they're most interested in, and place that information front and center.

 Avoid clichés and superlatives. Avoid claims that you can't back up, such as "we make the best
cheese steaks in the world!" or "our clam chowder is the best in the city."

 Be authentic. Let your passion for foodservice and food show through in your executive summary.

4
Introduction of the Firm

The Restaurant name is “Forks n Knives” located in Bahawalpur. It delivers Fast Food items and
there specialty is in burgers and they provide variety of food which include the followings:-

1- Fries
2- Burgers
3- Wings
4- Pasta
5- Fried Chicken
6- Pizza
7- Nuggets
8- And much more

5
 Questions and Answers
Marketing of organization?

Q1- What is the marketing of company?

A1:- I think a company undertakes to promote and sell products or services to consumers.

Q2- What is marketing process?

A2:- I think that our marketing process is so simple, we post our product advertisements on social media
platforms and local print media or signboards with catchy words and exiting day to day offers to attract
the desired customers for our business. And create marketing materials to reach the desired audience.

Q3- Which marketing strategies you adopt for your organization?

A3:- Sales discount, new deals, promotions, and products development strategies, market development
strategies

Q4- What marketing plans and programs you prepare for organization?
A4 A marketing plan will typically include the following elements: Marketing objectives of the business:
The objectives should be attainable and measurable – two goals associated with SMART, which stands for
Specific, Measurable, Attainable, Relevant, and Time-bound. Current business marketing positioning: An
analysis of the current state of the organization concerning its marketing positioning

Managing customer relation and capturing Customer value?

Q1- how are you engaging customer and managing customer relationship?

A1:- Improve Communication with Your Customers. This is absolutely crucial if you are providing a
service for your customers. ...
Ask Regularly for Feedback. ...
Always Address Complaints and Negative Feedback. ...
Reward Loyal Customers. ...
Keep in Touch with Your Customers.

. Build customer relationships

Strong relationships with customers will benefit your business in a number of different ways:

You'll build goodwill and increase the value of your business.

Your customers will remain loyal to your business.
You'll attract new customers with good word of mouth.
The investment in after-sales service shows that you value you customers.

6
Q2- Importance of Customer satisfaction and how you make your customer satisfied?

A2:- Yes, the satisfaction of customers is important which include what they order and what they have
experienced by testing our food. In my view the best food experience is the point where the customers
are mostly satisfied and happy.

Q3- How you create customer loyalty and retention?

A3:- As I have explained before that we here plan different marketing tactics to capture our desired
customers which include best communication, best offers, gifts, feedbacks and more feasible facilities as
per requirements of the customers.

Q4- Have your organization set customer generated marketing or its own marketing?

A4:- Yes, we have both the marketing here Consumer-Generate Marketing is the type of
marketing in which companies invite their consumers to develop Content for the company’s
marketing campaign or review their products through blogs, articles, videos, images, podcasts,

Q5- What are the needs want and demand of your customer?

A5:- Our customer’s needs are things that satisfy the basic requirement. Wants are requests directed
to specific types of items. Demands are requests for specific products that the buyer is willing to and
able to pay for

Q6- What opportunities do you offer to you customer?

A6:- We offer the best food deals in town at a lesser rate and grater taste for our customers. We have a
dedicated team which updates us about the changing trends and the likelihood of our targeted
customers so that we can offer more to it.

Q7- How you use today’s digital and social media for customer engagement?

A7:- Yes we use digital and social media to interact with our customers. We use guidelines from our
head office to plan out our posts accordingly on different social media platforms: On Face book (25–50
characters), Instagram (135–150 characters), TikTok (3min short clip) and all advertisement images size
734px by 1100px with official logo by which we can increase the interaction with our customers.

We also use the following steps:-

1- Creating interesting ad.
2- Asking about the feedback.
3- Short clips of the products and offers.

Q8- How does your marketing affect customer values?

A8:- Marketing creates, communicates, and delivers value to customers. Your internal chain of

7
sourcing, operations, processes, sales, marketing, and customer service all contribute to the
creation of value.

Q9- How do you identify customer need and expectations?

A9:- To identify the needs of your customers, solicit feedback from your customers at every step of your
process. You can identify customer needs in a number of ways, for example, by conducting focus groups,
listening to your customers or social media, or doing keyword research.

Q10- Describe your environmental forces that affect your organization’s ability to serve
yourcustomers?
A10:- Firstly in our area when it’s a rainy season our sales increases which clearly one of the external
environmental factor we faced. Internal environment – the internal elements of the organization used to
create, communicate and deliver market offerings. External micro environment – small forces external
the company that affect its ability to serve its customers. External macro environment – larger societal
forces that affect the survival of the organization.

Q11- What are the causes and effects of consumer’s involvement in your organization?

A11:- Causes of the involvement for our customers are mainly we deliver the best food to them and we
know them personally, our attitudes and behavior are considered most comfortable by them and our
food experiences are as per their needs.

Q12- What consumer behavior importance in day-to-day life?

A12:- Consumers go through complex buying behavior when they are highly involved in a purchase and
aware of significant differences among brands. Consumers are highly involved when the product is
expensive, bought infrequently, risky and highly self-expressive.

Q13- How does marketing create value for your customers?

A13:- One vital role of marketing is to create value for a product or service. ... By sharing this
information with phone users, you are educating them on the new product. Creating a Need - While
facts about the product are important, marketers must also help the consumer understand why they
need the new product.

Q14- What is customer value driven marketing strategy of your organization?

A14:- A customer driven marketing strategy refers to meeting customers' needs in a more personalized
way and helps businesses to optimize marketing return on investment (RoI). By identifying and
targeting customers with higher lifetime value, businesses can strengthen relationships by crafting
solutions to fit their wants.

Changing organizational marketing?

8
Q1- How have changing marketing landscape affected organization?

A1:- There are some elements which are responsible for changes in marketing landscape and
strategies: The digital age, internet, the Changing Economic Environment, rapid globalization, the call
for more ethics and social responsibility, and the growth of non-profit marketing, The Dominance of
customer & The Spread of marketing research.

Q2- How changing economic environment affect your company?

A2:- The economic climate has a big impact on businesses. The level of consumer spending
affects prices, investment decisions and the number of workers that businesses employ.

Q3- Describe how does your organization reacts to the marketing environment?

A3:- Companies can passively accept the marketing environment as an uncontrollable element to which
they must adapt, avoiding threats and taking advantage of opportunities as they arise. Or they can take
a proactive stance, working with environmental changes rather than simply reacting to them.

Q4- What is Environmental and socially responsible marketing?

A4:- I also focus on the clean environment of the restaurant and nearby area to look clean and creates
healthy atmosphere for everyone which can be socially accepted and it’s our responsibility to minimize
any factor which create disturbance for our soundings by cleaning and spreading positive image of our
business in society.

Q5- Is your organization in rapid globalization?

A5:- IN SHAA ALLAH, we will be in future as we are progressing and hopping to go rapid.

9
Strategic planning:

Q1- What marketing strategies and tactics you have been used in the past?

A1:- Yes in old days we with the limited marketing resources and knowledge we use following tactics to
promote our business and its products.

1- We give out a promotional Gift

2- We use phonebook yellow page directories for tele-marketing
3- We distribute discounted coupons to target customers
4- We use win sign spinner games in our outlet.
5- Catchy Slogans for ads.

Q2- How does your content marketing strategy impact your company's overall business vision?

A2:- A well framed marketing strategy promotes overall development. It ensures the growth of
sustainable development. Online marketing is the key to boost your sales and revenue which in turn
helps in the overall business growth. Besides this, it helps in overall brand building and positioning

Company’s Microenvironment:

Q1- what are effect of suppliers on your company?

A1:- If a supplier provides a poor quality product to a firm, it may affect the firm's reputation as the firm
will need to use the goods or sell them onto their customers. Similarly if a supplier provides a slow or poor
service, this may slow down the service the business provides to its customers.

Q2- who are Marketing Intermediaries?

A2:- The independent firms which assist in the flow of goods and services from producers to end-users;
they include agents, wholesalers and retailers; marketing services agencies; physical distribution
companies; and financial institutions. Also referred to as Middlemen.

Q3- who Are Company’s Competitors?

A3:- “A company which rivals another. Two companies that operate in the same industry, make similar
products, and target the same consumers, are competitors.”

Q4- what are the Public effect on your company?

A4:- Publics is the group of people that influence the business activities of a company or people who have
real or potential interest in the company. This public is responsible for building your company's image
amongst the customers or the industry. ... They also determine how the customers or other publics
perceive a business.
10
Q5- what are Customers?

A5:- A customer is an individual or business that purchases another company's goods or services.
Customers are important because they drive revenues; without them, businesses cannot continue to exist.

Macro-environmental effect:

Q1- what are Demographic and Economic Environment Affect?

A1:-

Q2- what are Natural and Technological Environment Affect?

A2:- Businesses are affected by changes in the technological environment. ... Technological change offers
risks, opportunities and threats to businesses. Some businesses can leverage changing technology to
improve products and processes or even create new products and processes that will expand markets and
profits.

Q3- what are Political and Social Affects?

A3:- This can involve academic impact, economic and societal impact or both: ... Economic and societal
impact is the demonstrable contribution that excellent social and economic research makes to society and
the economy, and its benefits to individuals, organizations and/or nations.

Q4- what is the Role of company towards socially responsible actions?

A4:-The Corporate social responsibility (CSR) refers to the self-imposed responsibility of companies to
society in areas such as the environment, the economy, employee well-being, and competition ethics. ...
Positive corporate social responsibility can also offer economic benefits.

Q5- what are Cultural Environment effect on organization?

A5:- The culture creates the environment in the organization and influences the nature of the long-term
plans that move the organization toward its vision. Culture also dictates the policies and processes that
enable the organization to live its mission every day.

Q6- how Your Company’s respond to the Marketing Environment?

A6:- The Companies can passively accept the marketing environment as an uncontrollable element to
which they must adapt, avoiding threats and taking advantage of opportunities as they arise. Or they can
take a proactive stance, working with environmental changes rather than simply reacting to them.

11
Q7- what are the Effect of Covid-19 on your company?

A7:- The 42% of respondents said the crisis has had a strong negative impact on their business and
operations globally. This is no surprise, given the level of restrictions everyone faced. In the very worst
instances, local lockdown rules made business continuity impossible, and almost every organization faced
significant challenges just to continue at some level of operation.

Q8- Why should your marketers pay close attention to the political environment?

A8:- It includes government actions, government legislation, public policies, and acts which affect the
operations of a company or business. ... So marketers and business management pay close attention to the
political forces to judge how government actions which will affect their company.

Q9- What is SWOT analysis of your company?

A9:- The SWOT analysis is one of the most-used tools by leaders, and with good reason. When used
correctly, identifying your strengths, weaknesses, opportunities and threats provides a foundation for
effective strategic planning.

External and internal considerations affecting price decision?

Q1- Overall marketing strategy and objectives

A1:- As a start, consider that a typical marketing plan has at least four objectives:
Lead generation. Finding prospects.
Brand awareness. Making those prospects aware of your company and its products.
Brand consideration. Getting prospects to think of you.
Sales. Convincing prospects to buy from you.

Organizational considerations?

Q1- what is Market and demand?

A1:-The Individual demand is influenced by an individual's age, sex, income, habits, expectations and the
prices of competing goods in the marketplace. Market demand is influenced by the same factors, but on a
broader scale – the taste, habits and expectations of a community and so on.

Q2- what is Economy?

A2:- The process or system by which goods and services are produced, sold, and bought in a country or
region. : Careful use of money, resources, etc.: something that makes it possible for you to spend less
money.

Q3- who are Reseller?

12
A3:- A reseller is a company or individual (merchant) that purchases goods or services with the intention of
selling them rather than consuming or using them. This is usually done for profit (but could be resold at a
loss).

Q4- what is a Government?

A4:- A government is the system to govern a state or community. ... The Columbia Encyclopedia defines
government as "a system of social control under which the right to make laws, and the right to enforce
them, is vested in a particular group in society".

Q5- what are the Social concerns?

A5:- A social issue is a problem that affects many people within a society. It is a group of common problems
in present-day society and ones that many people strive to solve. ... Social issues are distinguished from
economic issues; however, some issues (such as immigration) have both social and economic aspects.

13
Other Factors?

Q1- How the company obtains new ideas from external sources?

A1:- Information from Customers.

2) Information from Distributor.
3) Competitor Analysis.
4) Exhibition.
5) Publications, Journal.
6) Universities, private Institutions.
7) Patents.

Competitors?

Q1- What competitor’s product and services are currently the most successful and why they
aresuccessful?
A1:- Access to natural resources that are restricted from competitors.
Highly skilled labor.
A unique geographic location.
Access to new or proprietary technology. Like all assets, intangible assets.
Ability to manufacture products at the lowest cost.
Brand image recognition.

Q2- How do your competitors effectively attract customers?

A2:- One of the most successful ways to attract customers from your competitors is word-of-mouth
marketing. ... Businesses can persuade existing customers to advocate their brand through referral
marketing strategies, like refer-a-friend schemes.

Q3- What is your marketing penetration, development product development and diversification?

A3:- Market Development vs. Market Penetration. Market penetration focuses on the sales of existing
products to existing markets, whereas market development is finding and developing new markets for
existing products. ... This is where market development fits in as a favorable strategy.

Q4- How is your company manages market segmentation?

A4:- A market segmentation strategy organizes your customer or business base along demographic,
geographic, behavioral, or psychographic lines—or a combination of them. Market segmentation is an
organizational strategy used to break down a target market audience into smaller, more manageable
groups.

Q5- What are your primary competitive advantages?

14
A5:- The Competitive advantage refers to factors that allow a company to produce goods or services better
or more cheaply than its rivals. These factors allow the productive entity to generate more sales or
superior margins compared to its market rivals.

Q6- What business objectives does the marketing strategy need to support?

A6:- Broadly speaking, the goals of marketing can be broken down into five main areas: to raise brand
awareness, to generate high-quality leads, to grow and maintain thought leadership, to increase customer
value, and to empower your colleagues to become brand ambassadors.

Q7- How should your organization overcome the threats and obstacles you face?

A7:- How To Overcome Difficulties and Obstacles In Business

Brainstorm Problems. As with any challenge, the first step is to realize there is a problem, that something
then wrong, and then figure out why. ...
Critique. ...
Experience. ...
Abandon. ...
New Strategies. ...
Stay Competitive. ...
Manage Money.

Q8- What is market structure and demand of your organization?

A8:- Market structure and demand Business markets involve much more volume in terms of dollars and
items than do consumer markets. ... The demand for business goods are derived demand – i.e., demand is
ultimately derived from the demand for consumer goods.

Q9- What is the decision process and buying patterns of your organization?

A9:- Organizational buying process refers to the process through which industrial buyers make a purchase
decision. Every organization has to purchase goods and services for running its business operations and
therefore it has to go through a complex problem solving and decision making process.

Q10- Discuss branding strategy—the decisions companies make in building and managing their brands?

A10:- Major brand strategy decisions involve brand positioning, brand name selection, brand sponsorship
and brand development. Before going into the four branding decisions, also called brand strategy
decisions, we should clarify what a brand actually is.

Q11- Identify the four characteristics that affect the marketing of services and the additional
marketingconsiderations those services require?

A11:- Services are unique and four characteristics separate them from goods, namely intangibility,
variability, inseparability, and perish ability.
...

15
Features of Services – 4 Main Characteristics: Intangibility, Inseparability, Variability and Perish ability
Intangibility: ...
Inseparability: ...
Variability: ...
Perish ability:

About Product?

Q1- What is a product line? Discuss the various product line decisions marketers make and
how acompany can expand its product line.

A1:- The Businesses often expand their offerings by adding to existing product lines because consumers are
more likely to buy products from brands they already know. Product lines should be abandoned if they
prove unprofitable, except in the case of a loss leader. The full portfolio of product lines is a company's
product mix.

Q2- How will you create values of the product for your customers?

A2:- The Identifying what you're good at and owning it.

Make your value proposition clear in all your communications.
Ask customers why they buy from you; use feedback to boost your value proposition.
Quantify your value with real data.

Q3- How the company develops the development strategy for new product?

A3:- Change ideas.

Modify an existing product.
Increase product value.
Offer a trial.
Specialize and customize.
Create package deals.
Create new products.
Find new markets

Q4- How the company maintains the product life cycle?

A4:- The life cycle of a product is broken into four stages—introduction, growth, maturity, and decline. This
concept is used by management and by marketing professionals as a factor in deciding when it is
appropriate to increase advertising, reduce prices, expand to new markets, or redesign packaging.

Q5- How the company manages the new product?

A5:- When marketing services, a service provider must consider four unique characteristics: intangibility,
inseparability, variability, and perish ability. Differentiating your service will go a long way towards making
you stand out among the competition.

16
Q6- Why Company needs additional product and service considerations?

A6:-

Q7- How the company develops the development strategy for new product?

A7:-

PLC?

Q1- What strategies a company follow to maintain the product life cycle (PLC) and why it is necessary
forthe company?

Q2- What are the objectives of product life cycle?

A2:-The product life cycle is an integral process in management of any product and revolves around the
introduction, growth, and maturity and decline stages. For emerging businesses, the cycle concept is an
ideal tool that enables marketers to forecast future sales and plan new marketing strategies.

17
 Conclusion

Summary and Conclusion. MARKETING IS the most exciting of all business sports. It is
the heartbeat of every successful business. It is continually changing in response to
the explosion of information, the expansion of technology, and the aggressiveness of
competition, at all levels and everywhere.

All business strategy is marketing strategy. Your ability to think clearly and well about
the very best marketing strategies, and to continually change and upgrade your
activities, is the key to the future of your business.
Fortunately, like all business skills, marketing can be learned by practice,
experimentation, and continually making mistakes. The key is to test, test, And
whatever marketing strategy is working for you today, no matter how...

Food and beverage marketing practices geared to children and youth are out of
balance with healthful diets, and contribute to an environment that puts their
health at risk.

18
Recommendations

My recommendation is as follows:-
 Check with your superiors in advance. It may be that you've been given a list of specials
or otherdishes which are ripe for promotion on a certain day.
 Check it daily basis flyering product promotion
 Memories ingredients.

Add more items in menu

And Need more sitting place correct.

19
.

20