Prepared For:

Rubina Afroze Faculty of Business ASA University Bangladesh

Prepared By:
SK. Razib Uddin Md. Fieid Ibna Abbas Md. Jubayir Islam Khan Mahmudul Hasan MD. Mainul Islam 082-12-0015 082-12 -0028 082-12-0032 082-12-0033 082-12-0034

ASA University Bangladesh

Submission Date
December 23, 2010

LETTER OF TRANSMITTAL
To Rubina Afroze Faculty of Business, ASA University Bangladesh ASA Tower, 23/3, Khilji Road, Shyamoli Mohammadpur, Dhaka-1207 Subject: Handover of the BUSINESS PLAN about PANTASIA Fast Food. Dear Madam, With due respect and humble submission, we, the group of MGT-321 (Sec: 4A), have prepared a complete BUSINESS PLAN on PANTASIA Fast Food. We have tried our best to provide every detail and possible information in this BUSINESS PLAN by making the best use of our learning from this course. Despite our best efforts, we hope you will excuse us for our tiny mistakes. If you need any further information, we will be very glad to clarify that. Yours faithfully

Mahmudul Hasan

SK. Razib Uddin

Md. Fieid Ibna Abbas MD: Mainul Islam

Md. Jubayir Islam Khan

Acknowledgement

We proudly represent our BUSIINESS PLAN with the help of many people who have helped us with the information. We would like to thank our friends and family who have done everything in their power to help us with this project. We whole-heartedly express our deepest gratitude to our honorable faculty Rubina Afroze, Who showed us the way, gave us the opportunity and helped us in every single corner of our task to come up with this BUSINESS PLAN. Without his guidance, this plan might have never seen the light of publication.

Statement of Confidentiality & Non-Disclosure

This document contains proprietary and confidential information. All data submitted to RA is provided in reliance upon its consent not to use or disclose any information contained herein except in the context of its business dealings with PANTASIA. The recipient of this document agrees to inform its present and future employees and partners who view or have access to the documents content of its confidential nature. The recipient agrees to instruct each employee that they must not disclose any information concerning this document to others except to the extent that such matters generally known to, and available for use by, the public. The recipients also agrees not to duplicate or distribute or permit others to duplicate or distribute any material contained herein without PANTASIAS express written consent PANTASIA retains all title, ownership and intellectual property rights to the material and trademarks contained herein, including all supporting documentation, files, marketing materials, and multimedia.

TABLE OF CONTENT

SL NO. 1
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TOPICS Title Page Statement of Purpose Business Description Market Analysis Competition Business Location Management Financial Plans Business Reference

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PANTAISA
B E S T F O O D P R I C E B E S T
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Fast Food
12 Kamal Ataturk Avenue, Banani, Dhaka.

PRINCIPAL OWNER: Mahmudul Hasan

STATEMENT OF PURPOSE

We are a service business engaged in the direct marketing of fast food and beverage with home delivery service.

EXPLANATION OF PURPOSE: PANTASIA is a new fast food and beverage shop with home delivery service, entering in a maturing market. Despite the dominance of the other fast food shop we can compete because our product offers a unique combination of fast food items at a value added price. We are targeting specific segments in the consumer and business markets, taking advantage of opportunities indicated by higher demand of fast food with beverage and also at home with family members.

BUSINESS DESCRIPTION
PRODUCT REVIEW
Our first product line in the market comes up with four different models of fast food items with a standard taste. Also it offers soft drinks and French fries with product binding pricing system.

PANTASIAs Burger: Consists of beef and chicken and cheese in big, medium and small
size .
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PANTASIAs Pizza: Different sized pizza like big, medium and small sized

PANTASIAs Chicken-Fry: Same sized chicken fry with French fries

.

PANTASIAs Sandwich: Different kinds of sandwich like club sandwich, vegetable

sandwich .

Production Process
PANTASIA prepares the foods at their own kitchen. The integrands are collected from local market and some reliable suppliers supply some integrands. PANTASIA has its own professional chefs to compete with the international level fast food restaurant. Beside this, the kitchen is hygiene enough to meet the customers expectation.

Uniqueness
The uniqueness is clear as water. PANTASIA has wide range of item of fast food with reasonable price, which is less than the competitors, and the home delivery service of all the products like burger, pizza, sandwich, and chicken fry will be delivered to the customers. Any other fast food shop in the present market does not give the home delivery with this kind of large food range.

Business Location
PANTASIA begins with 4 fascinating outlet in the Dhaka city with some uniqueness. We established with an estimate that after one year PANTASIA will generate revenue. After analyzing the current situation it is stated that PANTASIA is generating revenue after ten month. This is a sign that our PANTASIA is doing well. Our advantage was that we didnt have to pay any franchise fee or loyalty fee which our competitors have to pay. By looking at the brake-even point we can say that our current market situation is going well. Now we are thinking about our future plane to open more outlets to cover the whole Dhaka city and also in the 6 district in Bangladesh after three year. By the grace of almighty Allah if our business goes well then we will try to expand our business in the international market.

MARKET ANALYSIS
MARKET DESCRIPTION:
PANTASIA consists of mainly consumer and business markets that prefer to get a food at their home and working place. It also consists of consumer market who wants to enjoy their food at a clam and attractive fast food shop with good services. We are choosing to target our customers through demographic segments initially and proposing to position our product through mass marketing. Fast food purchasers generally choose fast food based on the outlook, taste and integrands. These options they can purchase choose by comparing other fast food products. In PANTASIA, consumer can choose different kinds of fast foods based on size, taste and integrands. In now days, home delivery system is very important for both customer and business market .So, PANTASIA is
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offering a good and systematic home delivery system. It ensures any one who ordered foods; he can get this food at right time.

CURRENT MARKETING SITUATION:

PANTASIA is going to start within 6 months by three members with potential experience and sound business sense in the fast food market is about to enter in the home delivery based fast food market. Fast food and beverage items are increasingly popular today; the other fast food shops are not providing the home delivery service. We are the first fast food shop which is providing home delivery service with wide range of food item.

Segmenting Consumer Market

Our main target is to reach selective consumer. Our goal is to introduce not only a fast food shop, but a Family Entertainment place and a reliable place from where any one can get best Food. Our goal is to introduce not only fast food items, but also the food item of PANTASIA is a combination of taste, quality and complete satisfaction with affordable price compare to other fast food items with same pricing. So, our target audiences are the people who are looking for a tasty and standard food item with affordable prices and a well home delivery system, mainly the middleclass and higher class are the target market. Thats why we are targeting Dhanmondi, Gulsan, Banani and Motijhil area of Dhaka city. In segmenting the market we are following the demographic, psychographic and geographic issues. These issues are briefly described below.

Demographic Segmentation
We consider some demographic issues 1. Income 2. age group Income: The main factor of the demographic segment is the income of our consumer. Our fast food item covers both medium price and high quality. It is affordable for people for all income levels but perfect for the minimum income level stars from 20000TK. Age group: Another principle factor of the demographic segmentation is the age of our customer. Our fast food items are attractive to the consumers who are younger. Younger people are actually
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interested to take fast food items in the fast food shops. Our target market is the people whose age between 16 and 30.

Geographic Segmentation
We have figured out their geographic position very easily as we calculate the income level and family life cycle of our potential customers. First of all, it is the metropolitan area of Dhaka city wheres a huge amount of people live. We are going to cover the area where middle class and higher class people are lived. So, we have picked the Dhanmondi and Gulshan area for their potential popularity, Motijhil commercial area as there is a high market share and also inside the NSU campus to serve ten thousand students. These places are also near from Banani, Baridhara, Uttara and Mohakhali where the middle and higher class people are lived.

Psychographic Segmentation
Some psychographic issues we identified in our segmentation like social class and personality. Social Class: Our product highlights the social class we are going to target. People who are in a middle class and higher class. For consumers of these classes, an ideal match could be our range of products. Personality: Our potential customers are caring the need of entertainment of their family is the most important factor. They are trying to express their choice by accepting our product. One can easily buy a food item but a persons true taste comes out when he/she selects a product of different tastes.

Market Targeting
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PANTASIA is considering our target market for our fast food brand according to undifferentiated (mass) marketing. We will try to appeal as large number of buyers we can depending on our segmentation to catch up most of our future customers. Our marketing strategy will be placing our product in areas where a huge number of families live and an increasing demand of fast food items. We will accomplish our targeting by our outlets.

Marketing Strategy
PANTASIA is starting an innovative marketing strategy for its upcoming fast food items. Our primary consumers are targeted from middle class wage earners to higher class people who want to enjoy the tasty food with family and friends. Our second consumer target is students of school, college and under graduate. And last consumer target is for our fast food Brand the people who are want the food at their home and office at right time.

Positioning Strategy
We are positioning our product line PANTASIA with a view to be the best buy in the best price in that range of any other fast food products. The whole marketing positioning will depend according to our segmentation strategy. We will differentiate our product with the new tastes we introduced earlier, satisfying home delivery service and quick delivery service which can attract our customers attention quickly. As we are positioning our product in a highly saturated and mature market we need to keep these things in mind to gain quick profit that will be able to overcome our losses quickly.

Product Strategy
PANTASIA, including all the items in the earlier product review section, will be soled within reasonable price, large choosing option of bundle product, high quality, and also provide home delivery. We will introduce children play corner in our showroom, which will provide extra enjoy to the children. The brand name and logo will be displayed on the packing and reinforced by its prominence in the introductory marketing campaign. The main difference among PANTASIA and its competitors that we are giving home delivery, which is totally new in the fast food market in Bangladesh.

Pricing Strategy

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PANTASIAs selling price will be determined after a survey of the competitors price. Our pricing strategy will be market penetration pricing. We would be the low price provider by bundling of product. There will be no other customer segment else student price. We will provide a special low price for the student, which will not be a discount. As we mentioned earlier that we will start with two showrooms there will be no price difference in the different location.

Distribution Strategy
PANTASIAs distribution will be exclusive distribution. People couldnt find our food items anywhere else Pantasias showroom or they can order over phone for home delivery. After two year we will ask the customer through internet and mobile massage option that whether we should open a new showroom or not.

Promotional Strategy
The product is totally new in the market so we are thinking of promoting this segment from awareness stage of communication process. People of our target audience do not know the name of our brand in a highly saturated and mature market. So, we will start our advertising activities while launching the segment on the market means from the inauguration stage. After then during operation, we will run our activities in more attractive ways to modify the attitude of people. There will be a number of competitors but by researching the current market situation we will promote our product in such alternative way. By advertising first we have to encourage people to search the information about our product especially about our competitive price and home service, after knowing that people can interested to our product. Obviously then the result will end up with sales. To put our advertisement, we have planned some media. We have a limited budget for our activities but we think our media choice is effective enough to cover our targeted people. So, the stages we have selected for our advertising are: Inauguration: During the opening, we will take some advertising actions to get the attention of the people about our product

Print Media:
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1. Newspaper advertisement: We will cover the third page of the prestigious newspapers of Bangladesh twice in the inauguration month by our advertisement. These newspapers will be Prothom Alo and Daily Star. 2. Preprinted Inserts: We will distribute preprinted inserts in some selected areas where our retail showroom points will be with the newspapers.

Out of Home Advertisement: 1. Billboard: We will place a billboard in front public gathering places, traffic signals, market areas (initially 10 around Dhaka city in Asad Gate (Md.pur), Mirpur-2 Circle, Over Anam Rangs Plaza (Dhanmondi), Mouchak Traffic signal (Moghbazar), Opposite of Maskot Plaza (Uttara), Stadium Market, Beside Balaka Cinema Hall (Azimpur), Opposite of Bangladesh Television Station (Rampura), Jatrabari Traffic Signal and Beside Mohakhali Fly over (Mohakhali). 3. Transit Advertising: A Mirpur-Motijheel (Covering Main roads of Dhanmondi, Mdpur and Jigatola) route bus service (Shotabdi Paribahan Bus service) and Azimpur-Uttara (Covering Main roads Mohakhali) route Bus service (Bevco Bus Service or Anik Paribahan) will carry out our advertisement in Dhaka city. Electronic media: We have decided not to put any advertisement in electronic media during inauguration. Due to high promotional cost in television advertising we will chalk it out later during our operation.

During Operation: Print Media: 1. Newspaper advertisement: During operation, we will use Naksha, the household tabloid by Prothom Alo as our media vehicle. Also we will put advertisement in

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last page or third page of the newspapers we used early in the process of inauguration as we planned our advertising campaign. 2. Preprinted Inserts: When we will offer special occasional discount and various cash rebate or offers with our product we will distribute inserts as we did in our inauguration period. For cost effectiveness, it will be done directly by the local hawkers. 4. Leaflets: There are some discount superstores like (Agora, Nandan, Meena Bazar where we will place leaflets about our product consisting product information with features that will be able to draw customers attention. Out of Home Advertisement: 1. Billboards: The billboards we will place during inauguration remain with our advertisement will remain unchanged but may consist of new promotional offers. Electronic media: 1. TV advertisement: We will run our advertisement in two national private TV channels (nTV, channel i )We will place it just before the prime time (Like time in between news or popular show) when our consumers will be aware by their children or relatives about our product that will take them closer to be our next customers.

2. RADIO advertisement: we will also run our advertisement on two popular fm radio channels (radio today, radio furti).in this way; we will introduce our product to people. 3. E- advertisement: we will publish our advertisement in internet. We will give our advertisement in the web site named facebook, which is now very popular to people.

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Message Theme
We are considering some message themes regarding to our advertising. We have prepared advertising message themes for electronic media (Television Advertising), Print Media (Newspapers), Out of home and leaflet.

COMPETION
Expanding market of fast food products has pressurized the participants who are taking part in marketing in two ways as new features are being added frequently and also price cutting is happening. Our main competing power is the wide range of fast food items with moderate price and home delivery service. A small review of our key competitors is discussed below: HELVATIA: HELVATIA is currently in market with a wide range of fast food items. But they are not providing any home delivery service. It is a very expensive fast food shop targeting only the rich people. Our fast food shop is providing a wide range of fast food items in a moderate price with home delivery service.

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KFC: KFC is a well known international brand of fast food offering Chicken Fry and related food items like Chicken Burger, Chicken Wings etc to its customers. It is much popular in our country but does not provide any home delivery service. Our shop will offers a wide range of food items including Chicken Fry and other items with home delivery service. PIZZA HUT: PIZZA HUT is an international brand of pizza and much popular in our country. It offers only pizza and related food items to its customers. It has no home delivery service. Our fast food shop offers both pizza and a wide range of fast food items with home delivery service. DOMINIOUS PIZZA: It is also an international brand of fast food but not popular in our country. Its main strength is that it offers home delivery service but only the pizza. Our fast food shop is offering home delivery service for all the food items.

BUSINESS LOCATION
Currently PANTASIAs outlet is situated in 4 different locations. The first branch is in Gulshan and The Headquarter is above this main branch. The second outlet is in Dhanmondi, the third one is in Motijhil and the last one is inside the ASAUB campus. All the outlets are well furnished by the Akij group. There are two kinds of seating arrangements in all the outlet except the ASAUB outlet, because thats different. The two sitting system is like one is for couple and other is for family sitting. In the ASAUB actually two kinds of sitting arrangements one is for students and another is for faculties. Besides these the kitchen tools are up to date. The chefs are very happy to find these up to date kitchen tools.

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We have picked the Dhanmondi and Gulshan area for their potential popularity, Motijhil commercial area as there is a high market share and also inside the ASAUB campus to serve five thousand students. These places are also near from Banani, Baridhara, Uttara and Mohakhali where the middle and higher class people are lived. Now we are thinking about our future plane to open more outlets to cover the whole Dhaka city and also in the 6 district in Bangladesh after three year. By the grace of almighty Allah if our business goes well then we will try to expand our business in the international market.

MANAGEMENT
MANAGEMENT OR GANIZATION TEAM
The business will operate as a partnership under the business name of PANTASIA for all. The business will include Mahmudul Hasan, SK. Razib Uddin , Md. Fieid Ibna Abbas ,Md. Jubayir Islam Khan and MD: Mainul Islam as a partners each owing 25, 20, 15, 20, and 20 percent respectively.

NAME

PERSENTAGE OF OWNERSHIP

MANAEMENT ROLE

Mahmudul Hasan SK. Razib Uddin

25% 20%

FINANCE MANAGER HUMANE RESOURCES

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MANAGER Md. Fieid Ibna Abbas MD: Mainul Islam 15% 20% MARKETING MANAGERS FASCILITIES AND INVENTORY MANAGER Md. Jubayir Islam Khan 20% PRODUCTION MANAGER

PANTASIAs management team consists of some managers which are the owners themselves, some other staffs to maintain the food production and some business advisors.PANTASIA has great experience managing personnel and we are quite confident of his ability to find the best staff possible. Our two chefs, is already on board and has a published cookbook that will add prestige to the restaurant immediately. We will be looking to find a young, ultra-hip staff to make sure we add the edge that makes PANTASIA so trendy. The business need some advisors the run the business properly. Panasia has three business advisors a lower, an accountant, and a nutrition expert.

BUSINESS ADVISORS
Name Mr. Jhafor Ahmed Address Road # 4, House # 15 Dhanmondi, Dhaka PH: 01715167355 Mr. Saifur Rahman 4/202 Santibag, Dhaka. PH: 01719339370 DR. Rokan Khan Professor Department of Nutrition Dhaka University PH: 01711555666 Nutrition Expert Accountant Role Lawyer

All advisors are hired on an as-needed basis with market rate regarding wages paid for all services.

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Personnel Plan
YEAR 1 Manager 120000TK 400000TK Chef Waiters Other Total People Total Payroll 2880000TK 80000TK 136 25588 2885000TK 85000TK 140 35321 2890000TK 90000TK 145 54512 125000TK 450000TK 130000TK 500000TK YEAR 2 YEAR 3

Strengths, Weakness, Opportunities and Threat analysis (SWOT Analysis)

Pantasia collects several strengths on which to build but the main weakness of our product is lack of brand awareness and image. The major opportunity is increasing need of fast food items to newly upgradeable class of people who are searching for new taste, new environment and home delivery service at their home or working place at right time. We also face the threat of ever higher competition from others fast food shops, as well as downward pricing pressure.

STRENGTHS
Production quality scale Home delivery service

WEEKNESS
Lack of brand awareness and image

Customer retention Strategic location Poor patent protection and high

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 Various fast food items

cost structure

OPPORTUNITY
An unfulfilled needs customer

THREATS
Intense competition Downward pricing

Enhancing the brand and important skills

The current economic scenario Changes in customer tastes and preferences

Changing perception of the customers in reference to current eating establishment.

FINANCIAL PLAN
Budgets
Pantesia have projected the sales of per day (5500 persons*4 shop*55tk) =1210000BDT. So per month sales would be (1210000*30) = 36300000 BDT. Per month variable cost is 14910000. Our break even point is 7422728 BDT. So after 10 month we will reach our break even point and can profit from then on.

Fixed Cost Budget

We are considering setting up two showrooms where we will display, promote and sell our products. We are considering our fixed costs as our investment. The total amount of fixed cost is taka 16330000 which we have planned innovatively to fulfill our primary objectives.

Advertising Budget
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To launch our product in this new market we need an array of different tools and media. The diversification of the tools and media will help us to fulfill our marketing goal within several years (preferably two years) after starting our operation. To achieve that, we have carefully selected the tools of promotion. Between those, advertising is the most focused tool. We made some assumption of budget needed for the advertising activities that we proposed. The total advertising budget is 14600000 BDT where we have included leaflet, newspaper and magazine advertisement sectors.

Budget of 4 Fast Food shop for 1 year Segments initial investme nt Decoration fixed cost Rent(Gulshan) Rent(Dhnmondi) Rent (Motijhil) Rent (NSU Campus) wages(manager 4 person) wages(waiter cost) wages(cooks) wages(security) Raw material(fixed) (per month) Total( pe r year) 200000 150000 150000 350000 (4*30000) (120person*8working hour*100tk*30 days) (4*4 person*25000) (8 person*10000) (4*100000*30) 120000 2880000 400000 80000 12000000 16330000 (12 months*FC per month) 195960000
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Quantity

Budget BDT

4*3000000

120000000

variable cost advertisement(leaflet) advertisement(newspape r 6*6 inch) advertisement(magazine 1 page) electricity, gas, water Vehicle miscellaneous cost sunk cost (per month) Total (per year)
TOTAL COST

4*20000) (50000*36*8) (30000*4) (4*10000) (15*10000) (4*20000) (4*20000)

80000 14400000 120000 40000 150000 80000 80000 14910000

(12 months*VC per month)

178920000 494880000

Assumption of setting the distribution revenue

Purchasing value = 28300000 Selling price = 36300000 Contribution margin ration = (selling price unit purchasing value unit) selling price

= 36300000 28300000 36300000 = 0.22

Fixed cost Break even point = ___________________________

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Contribution margin ratio

16330000 = __________ 0.22 = 7422728 TK

Investment Loans
Starting a business need a huge amount of investment. To set-up a business it is needed to invest in different thing like store set-up, purchase different equipments and hiring staffs. Investing in a new business from owners capital is a hard task. Very few invest in a new business from capital. Most people get loans from banks or from financing companies to start a business. We also take investment loans from banks to start PANTASIA. As we need a huge amount of investment cash to start the business we get loans from three different banks. We get investments loans at a little interest rate and with a payment term of 10 years. These loans helps us a lot to start PANTASIA. The investment loans details are given below. Amount 30000000T K 20000000T K 10000000T K Rate 11% 9% 9% Term 15.0 10.0 10.0 Payment /Year 10 10 10 Source BANK ASIA BRAC BANK PRIME BANK

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We get a total loan of 60000000 BDT from different banks at different interest rate. We get a total 10 years for payment and thus we can easily overcome the loans.

Taxes
It is needed to pay taxes on the basis of investment cash. We also have to pay taxes on the basis of our investment cash. According to the Bangladesh revenue board we have pay taxes of 12% of our investment cash. But we dont have to pay taxes for the money that we get as a loan as taxes are not applicable for loans. We have pay interest for the loans and taxes for the capital cash. Our taxes will be like these Own investment: 60000000 BDT TAXES: 60000000*12% = 7200000 BDT.

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SUMMARY OF BUSINESS

PANTASIA is a new fast food and beverage shop with home delivery service, entering in a maturing market. Despite the dominance of the other fast food shop we can compete because our product offers a unique combination of fast food items at a value added price. We are targeting specific segments in the consumer and business markets, taking advantage of opportunities indicated by higher demand of fast food with beverage and also at home with family members.

PANTASIA is going to be started within 6 months by three members with potential experience and sound business sense in the fast food market is about to enter in the home delivery based fast food market. Fast food and beverage items are increasingly popular today; the other fast food shops are not providing the home delivery service. We are the first fast food shop which is providing home delivery service with wide range of food item.

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PANTASIA consists of mainly consumer and business markets that prefer to get a food at their home and working place. It also consists of consumer market who wants to enjoy their food at a clam and attractive fast food shop with good services. We are choosing to target our customers through demographic segments initially and proposing to position our product through mass marketing.

Now we are thinking about our future plane to open more outlets to cover the whole Dhaka city and also in the 6 district in Bangladesh after three year. By the grace of almighty Allah if our business goes well then we will try to expand our business in the international market.

RECOMMENDATION & CONCLUSION

Marketing a product like FAST FOOD is quite exciting and challenging in the consumer Fast Food market in Bangladesh. As PANTASIA is starting with experienced business people, good capital, stable system and great chances to collect their revenue so we recommend that Pantasia in the local consumer fast food market would be a successful step for these innovative marketers. Also it will give people the chance to experience the best in the affordable range which definitely will be a great opportunity for everyone. We wish PANTASIA all best luck with their step forward towards the market and deliver the utmost pleasure of entertainment with their inaugural home delivery service.

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REFERENCES
References are important to run a business. It provides resources with which potential investors or creditors can check to verify our financial statements and personal integrity. Our business references are given below. 1. Kazi Abdul Mazid Chief Executivr Officer Premier group Iqbal Center (17 floor), 42, Kamal Ataturk Avenue, Banani, Dhaka. 2. Kazi Kabir Ahmed General Manager DANA group
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Tower Hamlet (8 floor) 16, Kamal Ataturk Avenue, Banani, Dhaka. 3. Ahsan Habib Royel Managing Director APSIS Computers 43 R/7, Indira Road, Dhaka.

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