BUSSINESS PLAN IN UNITED ARAB EMIRATES CITY DUBAI

www.Afghanbaithak.com/DUBAI

Ikram Ullah Kakar

KIRAN REHMAN

ASAD GHAZALI

Farrukh Murtaza Kazmi

Afghan Baithak is a name of a traditional food restaurant with traditional ambience. It aims to give its customers quality food and service. Traditional restaurants are loved by people since people relate it to their traditions. This is why we thought of coming up with an idea which will satisfy customer needs and will make them feel like they are having feast in Baluchistan PAKISTAN . We focus on what our customers need and design our strategies that way.

TATEMENT:MISSION STATEMENt 

“To serve better and provide traditional food to our customers in a better

ambiance.”   

VISION STATEMENT “To become a leading

traditional restaurant of the market by providing better service and quality food.”

Market segmentation GEOGRAPHIC1. DENSITY• Population: 9,139,501• Land area 83,600 km²• Density per sq mi: 328

DUBAI: population is 2million

2. CLIMATE & TEMPERATURE:Dubai has a tropical desert climate because of its location within the Northern desert belt. Summers are extremely hot and humid, with an average high around 41 °C (106 °F) and overnight lows around 30 °C (86 °F). The highest recorded temperature in Dubai is 52.1 °C (126 °F) .

It is located in Business Bay DUBAI (UAE )

Neighboring Downtown Dubai, Business Bay is indeed the business lifeline of the city. With an average studio coming at AED 79,433 ($ 21625 USD) a year, property here is precious for being in the center of the city’s business activity

4. Commercial Area

To attract greater customer traffic and to achieve greater sales and aware of essence we open in a commercial area of business bay.

5. Posh Location

As Afghan bhaithak is targeting the higher income groups it will be best to open the outlet in business bay as it is one of the posh areas of the city.

6. Convenience

The customers can easily reach the location and it is a convenient location for target market

DEMOGRAPHIC Social classUpper high class Upper middle class  GenderMainly for those Male and Female who love traditional foods and environment. Age18-45 Income 10000adh  PSYCHOGRAPHIC

Life style  ModernOutgoing FoodiesHealthy & Wealthy

BEHAVIOURAL Always looking for nice ambiance.Quality foodQuality services.     

Brand personality:Brand personality indicates emotional associations of the brand.

We are providing quality food with tradition ambiance. Culture that’s why we stand for A traditional way to serve

The interior, dress code for the staff, serving style of food, ambiance, live cooking area, traditional Pashto Attan are the features which will attract the customers.

POSITIONING

Positioning is the act of designing the company’s offer & image so that it occupies a distinct & valued place in the target customers’ mind.

Our strategy for positioning is differentiation focus strategy. We achieve this by promoting the brand name we suggested which “Afghan Baithak” with other differentiated values is & make impressive value in customer’s mind. In order to promote the brand name we suggest following AFGHAN BAITHAK Afghan and Pashtun know this name so that brand would be easy for remember for the people as well easy to pronounce.

Marketing Mix

PLACEOur restaurant is located in DUBAI CITY which is a populated area and we found our target market in this location.

Distribution channelAfghan Baithak will follow the Direct Distribution Channel where we have the direct contact with the customers. 

Marketing MixPROMOTION

So in promotional strategy, we adapted “Selective distribution strategy”.

Public relation

Build good relationship with customers.

Always have a friendly chat with customers before providing the service.

Developed website of Afghan Baithak for reservation, feedback etc.

Website

We will display following things in our website:

Available deals in restaurant & prices.

Special offers of restaurant.

Promotion through flyers and brochures

We will provide leaflets and brochures in Food Festivals to cater our market.

Advertisements

We give advertisement strategy through information strategy ads.

INTEGRATED MARKETING COMMUNICATIONS

TelevisionIt is powerful advertising medium this is why we make an informative TVC for Afghan Baithak. Because it will reach to a broader range of customers. NewspaperDue to access of desires Brand knowledge we also use this medium to give Afghan Baithak informative ads in newspaper. MagazineOur target market also reads magazines so this is why we give Afghan Baithak press ads in magazines. Direct response advertisingTo build brand equity as well as getting desired brand knowledge we use direct response advertising. Mail, telephone, print media.

Place advertising In place advertising, we place Billboards and posters in different areas of DUBAI near

our target market places.   Consumer promotion Consumer promotion can enhance the attitude and loyalty of consumers towards a

brand as well to get desired brand knowledge. So we can give in starting free coupons to university student as well to distribute to

our target market areas.   Event marketing We can also join Afghan culture exhibitions as well as take part in food festivals.

SITUATION ANALYSIS (SWOT)Strengths  Experienced, broad base of interests and knowledge   A unique and innovative idea Setup and atmosphere is different from other

local restaurants •Marketing by promoting USP i.e. 100% pure quality And healthy food. Strength One of a kind typical cultured restaurant representing “Afghan” at its best No direct competitors for startersHigher price, large capital base.

Weaknesses  Large size may lead to conflicting interests.   Segmentation, promotion, distribution, pricing, aftertaste, technological advancement and CRM are not properly integrated. Positive response may be lower than expected Customers might find the ambiance a bit too different. High production cost leads to higher prices and less sales revenue.

 

Opportunities

Increase in awareness towards quality and taste The traditional food.Might find the ambiance a bit too different and restaurant to open more branches with high quality food at many locations and provide more traditional get up.

Maintenance of proper website which subscribes and provides information regarding long production line.  

Consumer income is high for the Afghan Baithak.  

 Threats

Less awareness about the traditional foodLess awareness and higher price would affect the sales and growth. There is a chance of another competitor in market with low price and Quality food

Optimal utilization of technology is still required because competitors could get competitive advantage by using more advance technology.

By looking at the current economic downfall people have got more sensitive about prices and want bundle of benefits within the price they are paying for food.

COUNTRY ANALYSIS Dubai is the most populous city in the United Arab Emirates (UAE) and all over the world. Country: United Arab Emirates GDP per capita: US$ 110,00,PPP Founded by: Ubaid bin Saeed and Makt... GDP: US$ 82.9 billion, PPP The United Arab Emirates is an Arabian Peninsula nation settled mainly along the Persian

(Arabian) Gulf that was formed from 7 sheikhdoms. Dubai is the site of ultramodern Burj Khalifa tower, enormous shopping centers and extravagant attractions, such as the indoor Ski Dubai. Abu Dhabi, the island capital, is home to Sheikh Zayed Grand Mosque, with crystal chandeliers and room for 41,000 worshipers.

Capital: Abu Dhabi Dialing code: +971 ISO code: ARE Currency: United Arab Emirates dirham Population: 13.346 million (2015) World Bank

DUBAI MARKET Consumer Behavior the strongest vector for advertising is word of mouth. . The Citizen of Dubai are like to go new ambiance as well they are

foodies. Arabian consumer looking for such a gathering ambiance where they

spent their time with family and friends. AS well our target market like to gathers in traditional ambiance to eat

traditional food that they having feast like they in Pakistan.

Consumer Profile and Purchasing Power

The average age of the the total median age of the people of UAE is 30.1 years out of which the median ages for female and males are 24.5 and 32 years respective for the middle and upper classes, quality and brand are becoming increasingly important as is service (during and after sales).

Sales have become very fashionable.

The UAE has a relatively young population, which enjoys a high standard of living. Consumers are very interested in new technologies and products, especially in the field of mobile phones and information technology. The image of brands is also important, particularly for foods and ambiance.

Organizational Structure:

The image and quality of the business relies heavily on the service staff, we will make them a part of the decision making

Key factors will be communication and customer care Consumers will be the true essence and should of the services we offer

DESCRIPTION OF PRODUCTION PROCESS AND RAW MATERIALS

Fresh meet and chicken and vegetables are purchased from both local seller as well as from website i.e. www.k&ns.com.dubai

• Raw material like butter, eggs, yogurt, basin etc. are being purchased from local suppliers, also from wholesalers and as well as from the well-known super store Dubai mall as well Festival Centre.

INDIRECT COMPETITORS

In direct competitors offer the similar products and services only in few areas, but their target market may somehow clash with our target market. Indirect competitors of Afghan Baithak are enlisted below:

BAMAYAN AFGHAN

SHAISTA RESTAURANT

Currency :1 United Arab Emirates Dirham equals 28.51 Pakistani Rupee

Language: Arabic is the national and official language of the United Arab Emirates.

Religion: Islam the official state religion of the UAE. also has large other religious residing in the city Culture: Dubai's culture is rooted in Islam, providing strength and inspiration that

touches all aspects of every-day life.

Courtesy and hospitality are among the most highly prized of virtues in the Arab world, and visitors will be charmed by the warmth and friendliness of the people.

Economic Freedom Snapshot

2016 Economic Freedom Score: 72.6 (up 0.2 point) Economic Freedom Status: Mostly Free Global Ranking: 21th Regional Ranking: 2nd in the Middle East/North Africa Region Notable Successes: Open Markets and Regulatory Efficiency Concerns: Property Rights and Corruption Overall Score Change Since 2012: +3.3

UAE ECONOMY Population:

9.3 million GDP (PPP):

$599.8 billion 5 % growth 4.0% 5-year compound annual growth $64,479 per capita

Unemployment: 3.6%

Inflation (CPI): 2.3%

FDI Inflow: $10.1 billion Per capital income: 42,067usd

EXPORT AND IMPORT

Trade Balance (USD billion)107 142 144 131

Exports (USD billion)302 360 374 371

Imports (USD billion)195 218 230 240

MODE OF ADVERTISEMENT & PUBLICITY

 COSTS

 TEASRES AND PRESS AD

  2500 DHs

 BANNERS

 2000 DHs

LEAFFLETS 

1100 DHs 

MAGAZINE & NEWSPAPER ADS 

4600 DHs

TVC 20000 DHs

ADVERTISEMENT BUDGET

UTILITES

BILLS AMOUNTS

TELEPHONE 1000 DHs/month

ELECTRICITY 35,00/month

WIFI (INFINITY) 3,00/month

GAS 5,000/month

FUEL CHARGES .40,00/month

   

COST FOR UTILITY BILLS:

Sales 600000DHsLess: Utility Expenses Telephone 1000 6 6000Electricity 3500 6 21000Internet 300 6 1800Gas 5000 6 30000Fuel 4000 6 24000Salaries 15000 6 90000Furniture’s 12000Raw material 13000 6 78000Equipment 50000Advertising expensesTeasers 2500 6 15000Banners 12000

leaflets66000

 Newspaper and magazinesTVC 20000 3 60000 465800Gross profit 134200Less Interest 10% 37500Less tax 25% 24150Net profit 72550

ComputationLoan 53571 24 2232

6 13392Remaining net profit 59158Partner share 14790

Kakar’sAfghan Baithak(Income statement) For the first six month of 2016

Assets Rs Laibalities+Owners equity Rs

Land 41071 Bank loan 53571

Furniture 3000 Owners’ equity 320000

Equipment 10000

Cash 320000

Total 378071 378071

Kakar restaurantFor the first six month of 2016

B.E point = 312800÷ (25-12) = 24000

BREAK EVEN ANALYSIS    B.E point = 𝒇𝒊𝒙𝒆𝒅𝒄𝒐𝒔𝒕/( 𝒔𝒆𝒍𝒍𝒊𝒏𝒈𝒑𝒓𝒊𝒄𝒆/ − / @)𝒖𝒏𝒊𝒕 𝒗𝒂𝒓𝒊𝒂𝒃𝒍𝒆𝒄𝒐𝒔𝒕 𝒖𝒏𝒊𝒕

MANAGEMENT

Restaurant Industry In Dubai.

Threat of New Entrants/ Entry Barriers

Competitive Rivalry

Threat Of Substitute Product

Power of Supplier

Power Of Buyer

Factors HUA MUA Neutral

MA HA Comments

Specialized AssetsFixed Cost of ExitStrategic interrelationshipGovernment Barriers

Hi

Hi

Hi

Hi

22

3

4

LOW

Low

Low

Low

2.75

Exit Barriers

Overall Industry attractiveness

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