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UNMET NEED OF THE MARKET

Electricity backup
Food
Transportation
Home like Environment
Security
Wifi
Hygiene/Sanitation
Management
Entertainment/Socializing
Location
Privacy
Laundry

SAFA INTRODUCTION

STRATEGIC FOCUS AND PLAN

Mission Statement
Our mission is to provide secure,
affordable, facilitating and
adjustable accommodation for
female students and
professionals assisting them to
achieve their academic,
professional and personal goals.
We intend to customize our

Vision Statement
We aim to become
best hostel for
females in next five
years.

CORE COMPETENCE AND


SCA
We are providing pleasant and
cooperative environment. Our
customers will feel at home and
secure. We are providing
customized services to our
prestigious customer e.g.
Transportation facility
Mess menu
Wi-Fi facility

Marketing
objectives
To earn a profit of 5 % within
first year after establishing
the hostel.
In summers the free location
of hostel is offered to
overseas customers and

Services to the overseas


Serve the professionals
Escalating trend to shift for career
gaols
New private colleges and
universities

Dramatic increase in the rents


of the building
New private hostels
Hostels of educational
institutions
Records kept by the police

Security
Hygienic atmosphere
Cooperative Management
Maps and list of area
services
Interaction with potential
customers via website

Customer trust
Building on rent
Premium charges
Exclusive services for
professionals

COMPETITIVE
ANALYSIS

Lahore Girls Hostel

A- One Girls Hostel

Queen Palace
Girls Hostel

Location Advantage

Good Area

Place Advantage

Appropriate Security
System

No Security System

Inappropriate Security
System

Serving Professionals

Not Serving
Professionals

Serving professional
like students

No Electricity Back Up

No Electricity Back Up

UPS Facility Only at


Evening

No Cooperative
Management

No Cooperative
Management

No resolution of issues

Lahore Girls Hostel

A- One Girls Hostel

Queen Palace
Girls Hostel

No Wi-Fi facility
No Transportation
Facility

No Wi-Fi facility
No Transportation
Facility

No Wi-Fi facility
Transportation Facility

Not Providing Mess


Facilities

Mess Food Is Not Good

Proper Mess Menu

Hygienic Environment

Poor Sanitation System Atmosphere is not


hygienic

No Entertainment

No Laundry Facility

TV lounge

No Laundry Facility

TV lounge
Lawn
No Laundry Facility

CUSTOMER ANALYSIS

EXISTING AND
POTENTIAL CUSTOMERS
We are dealing with the females only; our
customers are segmented as follows:
Students
Professionals
Graduation level
Teachers
Masters level
Administrators
Post graduate level
corporate employees

CUSTOMER VALUE
PROPOSITION
We are providing
tremendous services to
outlanders to help them in
achieving their career goals;
we are offering customized
services to our prestigious
customers at fascinating
financial rates.

SEGMENTATION
Gender

Female

Age

18 years and above mostly

Occupation

Students, professionals

Social Class

Upper middle and upper class

Income Level

Students: 50,000 PKR _above.


Professionals: 20,000 PKR _ above.

Family Life Cycle

Single Mostly

Location

All over the Punjab and other provinces

Religion/Ethnicity

All religions and ethnicities

Nationality

Pakistanis. Pakistani nationals living


abroad i.e. OSPs.

Education

Mostly Bachelor and above

TARGET MARKET
SAFA is situated in Johar Town, the university
students in neighborhood will be targeted
like:

University of central Punjab

University of Management technology


University of Lahore
Beacon house national university
Superior University
Other universities

Accadamies

POSITIONING
Secure
Affordable
Facilitating
Approachable

MARKETING MIX

PRODUCT/SERVICE

Spacious Rooms
Food and dinning facility
Electricity back up
Internet facility
First aid
Transportation facility
Canteen refreshments
Check in Check out Records
Security
Laundry
Water facility
Telephone
TV lounge
Air conditioners and Gas heaters

Skimming Pricing Strategy


SAFA hostel will follow the skimming pricing
strategy. Since, the hostel provides the
superior facilities in the region as compared
to the competitors, the relatively high
charges compensates.

PLACE
The location selected for the hostel is Johar
Town.

PROMOTION

Banners/Flexes
Newspaper
Flyers
Websites
Word of Mouth

PEOPLE
Supervisor
Ammarah RASHEED

Accountant
Shahid Iqbal

Hostel Manager
Amna Tabbaum
Mess Manager

Hostel Wardon

Other Staff
.sweepers
.Bell Boy
.Driver
.Security
Gaurds

PROCESS
SAFA hostel has formulated a complete process
for accommodation. The applicant is
supposed to sign the rules and regulations
affidavit along with complete admission
form. The security is to be submitted at the
time of registration along with monthly
charges. There are different procedures for
the payment of charges like online deposit in
the account of SAFA hostel bank account,
bank drafts in person submission or sent by
mail.

PHYSICAL EVIDENCE
SAFA hostel takes an advantage of homelike
ambience, spick and span environment,
hygienic measures to be followed in kitchen
and dining hall, the peaceful environment in
study room, a lush green lawn, wide
terraces, separate laundry, comfortable
sitting area, car parking for professionals and
presentable and neatly dressed staff over
competitor hostels.

IMPLEMENTATION
The implementation phase is broken down into
stages turning the plans into actions. The
stages are as follows:
Financial analysis. Generation of capital.
Selection of building. Signing the rental
contract.
Renovation and furnishing of building as per
the requirements.
Hiring of staff
Advertising

CONTROL
Quality Control: SAFA hostel intends to regulate
the promised facilities and services and measure
the organizations performance against the set
standards. The hostel will keep a check on the
quality of services ensuring that;
Food is hygienic and mess menu is being
followed
The electricity backups provision
Transportation facility is being provided
The management is co-operative
Wi-Fi works properly

EVALUATION
Sales Analysis
Break Even Point = Fixed Costs
(selling price variable costs)
B.E=1336493
(16000-5875)
=41.95 or 42 customers
Breakeven in rupees= Fixed Costs
Contribution Margin
=1336493/.63
=675100Rs.

Profitability analysis
Contribution margin plus 7% profit
=1336493+45000
10125
=16150

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