Professional Documents
Culture Documents
Chatthas FYP
Chatthas FYP
fine-feasting eatery
FARM TO TABLE
Company Philosophy and Product
Line
Best dining administrations
Quality conscious
Sr. number Product (Main course)
1. Chicken Biryani
2. Nihari
3. Tawa Fish
4. Desi Ghee Mutton/Chicken Karahi
5. Turkish Boti
6. Beef/Chicken Kabab
7. Chicken Rajistani Boti
8. Chicken Madrasi Handi
9. Makhni Gurr Brownie
EVIEWS OF THE CUSTOMER
Key Partners
Key Activities Cost Shaheen
-Catering Value
-Rent Chemist
authentic desi Proposition
Customer -Inventory World Mart Key Channels Revenue
food providing
Segments -Furniture (Suppliers) Resources Streams
-Preparing food healthy and -Official
-Youth -Equipment ethnic food -Organic Farm -Classified Website -Sales
items freshly
-Adults with delicacy -Authentic Chefs -Facebook fan -Events
-renovation -CocaCola
-Upper class and extreme Pakistani street Pakistan -Organic Farms page -Exhibitions
-Training and
care food -Capital -Instagram
-Middle class Hiring -Meat Pro -Catering
-Pleasant and -Customer
-Salaries -Golra Dairy
comfortable satisfaction
-Raw Materials Farm
environment
-Sky Media
Key Activities
Customer Segments
-Catering authentic desi food
-Youth
-Preparing food items freshly with
-Adults
delicacy and extreme care
-Upper class
-Pleasant and comfortable environment
-Middle class
Key Partners
Cost Value proposition
Shaheen Chemist
-Rent -providing healthy and ethnic
food World Mart
-Inventory
-Authentic Pakistani street (Suppliers)
-Furniture
food
-Organic Farm
-Equipment
-Customer satisfaction
-CocaCola Pakistan
-renovation
-Classy Environment
-Meat Pro
-Training and Hiring Affordable prices
-Golra Dairy Farm
-Salaries
-Sky Media
-Raw Materials
Channels Revenue Streams
-Capital -Catering
BUSINESS PROBLEM
Marketing Activities
Major Competitors
-Monal
-BBQ Tonight
-Chaaye Khana
Subject Chattha’s Chaaye Khana BBQ Tonight Monal
Overview
Chattha’s offers a unique Chaaye Khana is offers Bbq Tonight is a Monal offers Chinese,
Traditional Cuisine with Pakistani-BBQ menu. traditional restaurant and Pakistani and
fine dining services. serving authentic Desi Continental food. The
cuisine. remarkable blend of
health and taste is their
peculiar specialty.
Competitive Advantage Low prices Brand name Layout designing/ Quality food
Relaxing atmosphere location Variety in product line
Quality food parking area Educated staff
Target Market
Upper-Middle class Upper class Middle- lower class Upper, middle class
Marketing Strategy Cost leadership Penetration Penetration Market
strategy strategy strategy segmentation
and product
differentiation
Major Product Offering Traditional Cuisine Fast Food Desi and Continental
Bar.B.Q and
Continental Food
Pricing and Cost Low prices High prices High prices High prices
Strengths Low prices and Name of the Name of restaurant Quality food and
friendly environment. restaurant product variety
Threats Same product line of Quality Competitors Continental
competitors at low products offer more restaurants
cost offered by product variety chain i.e.
competitors Tuscany
Courtyard,
Street 1.
Opportunities Marketing activity to Penetrating into other Penetrating into other Quality food and
gain more revenues cities of Pakistan cities of Pakistan and service as well as
especially by using abroad. exotic environment
advertising tools
Bargaining power of buyers
-High
Threat of new entrant
-Health conscious customers
- low entry barriers -Changing consumer pattern of
eating
PORTER’S
FIVE FORCES
MODEL
Chattha’s
Introduction Maturity
Decline
Growth
Strategic Grouping Analysis
HIGH
Monal
Chattha
Quality
Des Perdes
Bbq Tonight
LOW
HIGH
Market share
INTERNAL ANALYSIS
STRENGTHS
-Emphasis on great WEAKNESSES
nourishment -Less brand awareness in
-Reviving the trend of Islamabad
Pakistani sustenance -New eatery in town
- Considering staff -Less information about
individuals as business rivals
accomplices -Less focus on advertising
SWOT
ANALYSIS
OPPORTUNITIES
-High revenues due to immense
population of Islamabad
- Can capture target customer THREATS
-High threat of
as it offers fresh and healthy
competition
food
- Penetrating into other areas of -Presence of many other
restaurants
Islamabad
Resource and Capabilities
Resources
Sufficient resources
Classified Chefs
Farms of vegetables
Capabilities
Centralized management system
Loyal customers
Core Competencies
Product offerings
Quality traditional food
Focus on customer satisfaction
Startup Summary
Resources Cost (Rs.)
Accommodation of plaza& security 3,000,000
cost
(advance 5 months)
Construction/renovation 7,580,000
Furniture 1,873,000
Electrical equipment and Tandoor 550,000
Kitchen Exhaust System 6,000,000
Cutlery and crockery 110,000
Lightning and décor 290,000
Sound system & LED 200,000
LED boards and Panaflex 350,000
Salaries 230,000
Labor expenses (Food)/month 24,750
Raw material 1,050,000
Utility/miscellaneous expenses 430,000
Printing expense (Menu, brochures, 52000
bags)
VRIO FRAMEWORK
Applying 7’S of Mckinsey on ““Chattha’s”
Authentic Pakistani Street Food”
Customer relationship
Promotion activities
ATL
BTL
Price structure
Research Objective
Effect of price
Awareness among people
Effect of location
Student packages
Variety of products
Role of advertisement
Chattha’s position in the market
Customer loyalty
Research design, Population
and Sample
Quantitative data
Random sampling
Residents of Islamabad
150 Questionnaires
Research Methodology
Averages
Descriptive
Graphs
Correlation
Framework
Hypothesis Statement
Product Quality:
Product Facilities:
PRICE
Extremely Satisfied Neutral Not Extremely
Satisfied Satisfied Dissatisfied
Product Sales
Price Sales
Place Sales
Promotion Sales
Demographics
Age, gender, ethnicity, household income
Psychographics
customer choices, their preferences and behavior
Geographics
region, area, location and climate
Targeting
identify or communicat
analyze the explain the
understand e and deliver
market competitive
target the chosen
competiton advantage
market position
Student Packages
Deal 1 Deal 2
( served one person). RS 240 ( served 2 persons only). RS 640
·1 plate special biryani ·Full Seekh Kabab Karahi
·1 piece chicken tikka ·1 plate Shashlik (4 pieces per
plate)
(served with Raita, salad and
Cold Drink) ·2 special naan
Deal 3 ( served with raita, salad and
(served 3-4 persons only) RS. 900 ColdDrink)
Karailay
Palak gosht
Saagh
Bhindi
Mix vegetables
Delivery Services and Kiosks
Farm to Table
Authentic Pakistani Street Food
Your preferences is our concern
Essence of culture.
Brochure
Attractive brochure
First page-basic information about Chattha’s
Second page-list of services, specialty and tagline
Third page-food item pictures
Website Design
• Firstly the trainer need to • In the second phase, • In 3rdrd phase of training,
analyze the deficiencies trainer must ask from trainer accurately analyze
and also identified the trainees about their the motivational level of
weak areas of the staff. motivation level. Chattha's staff. Then ensure the top
Then through some good staff lacks motivation managements in 5 minutes
practical tasks, encourage because there is no proper meeting that there is a
the staff and also boost appraisal system for them. need to improve their
their performance Due to this reason, they motivation by providing
throughout the task. the are unable to put them incentives and
trainer also need to efficiency in their allowances as well as
explain the advantages performance. For this some sort of daily
and disadvantages of the purpose, trainer must entertainment. Due to this,
training session. provide trainees a paper staff will be able to
with some questions perform efficiently and
related to motivational effectively.
level and tell them to
solve it honestly.
Reward System
Employee Motivation
Lack of reward system
Performance appraisal system
Incentives, promotion and allowances
SERVEQUAL: RATER
Measure quality standards
5 key dimensions
Responsiveness and Assurance
2017 2018
Sales 17,422,093 106,457,949
Expenses
Labor and wages 3,850,000 3,850,000
Operating expenses 6,350,142 29,145,584
Total expenses (10,200,142) (32,995,584)
Profit before interest and tax 7,221,951 73,462,365
Taxation - -
Net income 7,221,951 7,221,951
Conclusion and
Recommendations
Inability to generate revenues
Need of an effective marketing plan
Introduce student packages with free home delivery
Create a friendly and comfortable environment
Training of staff
Establish a website