Slide 1

Unmet need of the market

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 services for our prestigious customers ensuring homelike environment. Vision StatementWe aim to become best hostel for females in next five years.

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 menuWi-Fi facility

Core Competence and SCA

Marketing objectivesTo 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 generates a 3% seasonal profit.To earn 2% profit from our customized transportation facility by outsourcing the transportation via rent a car.

Competitive analysis

Lahore Girls HostelA- One Girls HostelQueen PalaceGirls Hostel Location Advantage Good Area Place Advantage Appropriate Security System No Security SystemInappropriate Security SystemServing Professionals Not Serving Professionals Serving professional like studentsNo Electricity Back Up No Electricity Back Up

UPS Facility Only at Evening

No Cooperative Management No Cooperative Management

No resolution of issuesLahore Girls HostelA- One Girls HostelQueen PalaceGirls Hostel No Wi-Fi facility No Transportation FacilityNo Wi-Fi facility No Transportation FacilityNo 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 TV lounge TV lounge Lawn No Laundry FacilityNo Laundry Facility

No Laundry Facility

Customer analysis

We are dealing with the females only; our customers are segmented as follows: Students Professionals Graduation level Teachers Masters level AdministratorsPost graduate level corporate employees

Existing and Potential customersWe 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.

Customer Value Proposition GenderFemale Age 18 years and above mostlyOccupation Students, professionalsSocial ClassUpper middle and upper classIncome LevelStudents: 50,000 PKR _above. Professionals: 20,000 PKR _ above.Family Life CycleSingle MostlyLocation All over the Punjab and other provincesReligion/EthnicityAll religions and ethnicitiesNationality Pakistanis. Pakistani nationals living abroad i.e. OSPs.Education Mostly Bachelor and above segmentationSAFA is situated in Johar Town, the university students in neighborhood will be targeted like:University of central PunjabUniversity of Management technologyUniversity of LahoreBeacon house national universitySuperior UniversityOther universitiesAccadamies

Target market

Positioning

Marketing mix Spacious RoomsFood 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 loungeAir conditioners and Gas heaters

Product/service Skimming Pricing StrategySAFA 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.

The location selected for the hostel is Johar Town.place

Banners/FlexesNewspaper Flyers Websites Word of Mouth Promotion peopleSAFA 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.

processSAFA 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.

Physical evidenceThe 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 staffAdvertising

ImplementationQuality 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 provisionTransportation facility is being provided The management is co-operative Wi-Fi works properly

Control 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.

EvaluationProfitability analysis

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