Table of Content

1. Overview Mission Statement Vision Statement 2. Problem/Opportunity of Problem Objectives Business Model ___________________________________________________4 ___________________________________________________4 ______ ____________________________________________4 ___________________________________________________5 ___________________________________________________5 ___________________________________________________7

Description of Business Model ___________________________________________________8 3. Solution and Economic Benefit 4. Industry and Target Market Porter Five Forces Model 5. Management Team Law Firm ___________________________________________________9 ___________________________________________________9 ______ ___________________________________________10 __________________________________________________16 __________________________________________________19

Accounting and Consultancy Firm_________________________________________________20 6. Competition and Marketing Strategy __________________________________________________21 Concept Testing Competitive Analysis Competitive Grid BCG Matrix SWOT Analysis PEST Analysis __________________________________________________21 __________________________________________________25 __________________________________________________26 __________________________________________________28 __________________________________________________29 __________________________________________________32

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Pricing Strategy Marketing Mix 8. Critical Risk Factor Risk Management Plan 9. Financials Forecasting Income Statement Cash Flow Statement Balance Sheet 10. Exit Strategy

__________________________________________________33 __________________________________________________34 __________________________________________________36 __________________________________________________37 __________________________________________________37 ___________________________________________________A ___________________________________________________B ___________________________________________________C __________________________________________________39

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Acknowledgement
All the praises are for him Allah who is most Merciful and Beneficial. Who has bestowed us with enough knowledge, wisdom and all the senses that we were able to work on this project, set goals and objectives for this project. After Almighty Allah the person who further polished our senses, increased our knowledge corrected our mistakes and taught us with patience and motivated us to perform this project throughout the semester. So we specially thank our Professor Rasheed Khalid. Heartiest gratitude and thanks to our parents without their continuous encouragement, motivation, love and support this project wouldnt have been possible and also special thanks to our friends and seniors who helped us throughout the project. The sources of information include a thorough research on internet, books, a detailed survey of testing concept and various related data collected from key professionals.

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1. Overview
Al Jannah is providing all products for Hajj and Umrah. This is for the first time in Lahore that everything for Hajj and Umrah would be available under one roof thats the biggest competitive advantage of our business. Its a whole new concept and after taking all the problem people face regarding all the basic and necessary items for Hajj and Umrah. We will create a huge difference for our customers; our benefits would be our differentiation. Our complete Hajj and Umrah services before and after Hajj and Umrah would be key to success of our business. We are taking the initiative by tarrying this outlet, so we have two major competitors like dar us salam and al huda, our indirect competitors who provide all items for Hajj and Umrah like abbaya shops and ihram, towels, slippers, water bottle, umbrella dates and Aab-e-Zam Zam. All products are available in market, so it is quite challenging for us to attract our target market and educate them about our outlet but because there is no proper outlet one shop where all these things are available under one roof so it would be easy for us to communicate the benefits to our customers. We do believe that are business will grow by studying overall market condition there is need for this kind of outlet in Lahore and every year hundreds of people from Lahore and all over Punjab go for Hajj and Umrah, so our business seems to grow well and we will be successful to gain fair market share for our business. Initially from the economic point of view Pakistan is going through tough time but being Islamic country any economic conditions wont effect the Hajj and Umrah, so despite of all bad economic conditions are business is perfectly seems to grow. In future we are expecting to gain more and more market share every year with our new idea and we will be adding more and more value to customer every time and our management is efficient and they know how to make this business successful in future and take our outlet to introductory stage to growth stage successfully .

Mission Statement
Our mission is to cater the people who are going for Hajj and Umra and is in search for place from where they get the entire essential product for Hajj. We are intended to provide the main products like Ahram, abaya`s, slippers, water bottles, towels, umbrellas and other products under one roof and in the form of a customized box or bag. We also intended to provide dates and aab-e-zam zam to the people who return from hajj or Umrah and want to give it to their family and friends.

Vision Statement
To create a proper brand and expand the business all over Pakistan
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Objectives of Al-Jannah`
AL Jannah is whole new concept and we are just going to start our new business so our objectives are initially different from existing business some of our objectives The most important objective for next 6 months would be to educate and inform our target market about our products and benefits. As we are providing products to people for the best journey of their life so ethically our first objective is to provide the best quality. AL Jannah wants to create customer satisfaction by providing them best benefits and services we want our company to be customer oriented. We want to deliver to our target market best quality at most reasonable prices than market After initially sales we are planning to bundle together different products and make different product packages for our customer convinces. AL Jannah intent to sustain and improve the organizations competitive strength and long-term market position through creating customer value. In coming future with are innovations more and more value to customer we want to gain more market share. We want to attain customer satisfaction about dates and Ab-e-zam zam. After getting in to growth stage we want to open our outlet in other cities and expand our business. As we are the initiator for this kind of business so we want to gain Recognition as Market leader in Hajj and Umra products

2. Problems and Opportunity Size of Al-Jannah`

Our business which is named as AL-JANNAH is providing a solution to the customers by giving customized and flexible package to the hajj and Umra passengers basically we are proving the customers with all those necessities which are needed for the purpose of hajj and umra under one roof which is not available and if available very rare in Lahore. The customer can come in our outlet and according to his/her need and wants he/she can remodify the package. The package includes water bottle, slippers, and towels, garments, umberalla, abbaya for women and ihram for men as well. Many people come across various problems when they travel for hajj and umra. They have to go to many places for abbaya and ihram as well as other basic necessities but our business has replaced this gap and come to serve the customers according to their desired need and satisfaction level. The basic problem which customer face when coming back to hajj and umra is they run short of abe-zam-zam and the most important thing dates. Our business ALCopyrights reserved Page 5 of 40

JANNAH is providing the customer with various kinds of dates which are brought from saudia as well as the abe-zam-zam. This opportunity of providing all those things will be according to the demand and needs of customer as our business is providing them with customized and convenient package which they can change and get those things in their package which they want not which we are providing. We provide our customers with a facility that saves their time and effort for searching different kinds of things which are required for the comfortable journey. The target market of our business is hajj and umra people which are coming as well as which are going. The problem is big to some extent because many people want all those things for hajj and umra under one roof which is not available in Lahore areas. They have to search many markets for different things which are required for the journey. We will be serving our customers who are going to hajj as well as umra by giving them customized package means they can remodify the things which they need for their comfortable travel e.g. if a customer does not want abbaya which is not according to his/her needs or anything else or whether he/she wants something more attractive then he/she can choice any other abbaya which is not related to that package but he/she can add this thing to the package because AL-JANNAH is concerned with customer needs and wants. The people who come back from hajj and umra which is our target market mostly ran short of dates and abe-zam-zam because of some weight problem or the dates get damage because of the pressure on them of luggage. The water bottles are not properly closed or they get open by throwing the luggage which mostly happens at airport. Our basic aim will to serve those customers which get frustrated at that point what to do. Our target market will be those people who sometimes like Ajwa date as a source of tabarakh and those who kept dates of MAKKAH and MADINA in their homes.AL-JANNAH target is broad to some extent because they are targeting the womens which like to wear abbaya in their routine daily life.AL-JANNAH is a place where customers can satisfied their needs according to their desire.

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Business Model of Al- Jannah`

Forecast demand and Placeing orders to the Suppliers Obtain Supplies from Supplier On Customer Order Customized Packages are Made on the Spot Packages Delieverd to the End users

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Description of Business Model

Forecast Demand and Place Order to the Suppliers
Firstly we forecast the demand we are using projection. Our projections are based on our competitor sales record in the first year and following year we uses our last year sales record and then we forecast demand of each items we are provided. After forecasting we give an order to our suppliers for the products.

Obtain Supplies from Supplier

As we already give order to the suppliers, we obtain all these products from our suppliers on time in order to make our model efficient so, in our model our suppliers act as a backbone. We try to develop strong relationship with them.

On Customer Order Customized Packages are made on the Spot

After getting all material from suppliers we arrange them in our shop in uniform manner. We makes some sample packages for customer. When customer comes and make an order for the packages, based on her priorities we develop a new customized package. Other thing we offer is dates and abb-e-zam zam on customer order and we pack these items in our bags.

Packages Delivered to the End Users

Then these packages (hajj and umra & dates and abb-e-zam zam) are finally delivered to the end users/customers.

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3. Solution /Economic Benefit

Anyone who is going for umra and hajj he/she are too much concerned about from where they got the most convenient products that can make our journey comfortable? They go to the different markets and find comfortable and products good quality product this is the problem. In all over Lahore there are only two major super markets which provide them ihrams. Our competitive advantage is that we provide ihrams and also each and every item which is needed, we got the first mover advantage to provide all needed products under one roof. As our competitor only provides ihram but we provides complete packages or kit with all items required in the journey. Our second major competitive advantage is that we comes up with a brand name and we are more customer focused. In every year from Lahore huge number of people is going for hajj and umra, despite of country economic and political condition our demand of product will not decrease. We will always have customer which we can serve. Our sales volume will be more consistent. Our business will never collapse, so risk factor is less in our business as compare to other businesses and industries.

4. Industry and Target Market/Segmentation

Industry We are not belonging to a single industry, as we provide ihram which is part of textile industry. we are not have proper industry, we belong to versatile industry. And if any industry is affected by economical and social trends then it will create a problem for us, and our aim of providing all product will be effected. Brief Description of Target Market Initially, our target market will be the men and female who are going for hajj and umra. We provide then before and after going services. Anyone who has capability to going for umra and hajj will be our target market. Geographical Segmentation Country and Region: Lahore, Pakistan. We chose area of Allama Iqbal town because this is developing area of Lahore. Copyrights reserved Page 9 of 40

Demographical Segmentation: Our target market includes demographical variable: Gender: male and female Age: 18-ownward Religion: Islam Psychographic Segmentation Social Class: upper and middle class Behavioral Segmentation Occasion: Religious occasion hajj (once in a year) and umra (throughout whole year but mostly in RAMZAN) Benefit: convenience and good quality, accessibility.

Five Competitive Forces Model

The five competitive forces model is a framework for understanding the structure of an industry. The model is composed of the forces that determine or possesses industry profitability. The forces are the threat of substitute, the threat of new entrants, rivalry among existing firms, the bargaining power of suppliers, and the bargaining power of buyers that help us determine the average rate of return for the firms in an industry. Each of these five forces impacts the average rate of return for the firms in an industry by applying stress on industry profitability. Well managing firms or businesses will try to avoid these forces as our business AL-JANNAH will be also doing this.AL-JANNAH will avoid these forces to enter in the business in order to beat the attempt of average rate or return of the industry.

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Five Competitive Forces Model of Al-Jannah`

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Threat of Substitute
The price that consumers are willing to pay for a product depends in part of the availability of the substitute products. .As AL-JANNAH there is few substitutes available for dates and abe-zamzam then our business will be profitable as well as the industry. In contrast when a close substitute of a product exist industry profitability is suppressed because it is a common practice that consumers will get directed towards other if the price get too high.AL-JANNAH will try that their substitute should not easily available because if this happen then profitability of the business will decrease. The extent to which substitutes suppress the profitability of an industry depends on the propensity of the buyers to substitute between alternatives.AL-JANNAH is producing products with brand image so the threat of substitute will be low in our business.

Threat of New Entrants

The industry with high profitability puts a magnet for a new entrant.AL-JANNAH will be gaining high profitability in order to sustain a competitive advantage over the other competitors
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as well as putting a barrier for new entrants. If new entrants are coming and something is not done to stop this, the competition in the industry will increase and gradually the average industry profitability will decrease but AL-JANNAH will be putting barriers to entry to increase the profitability of an industry. A barrier to entry is a condition that creates a disincentive for a new firm to enter in an industry which AL-JANNAH will do in order to secure the future.
Non-Traditional Barriers to Entry

Al-JANNAH will be putting non-traditional barriers for new entrants because it is very difficult for a new start up to use traditional barriers like economies of scale, product differentiation,, capital requirements, cost advantages independent size, access to distribution channels and government and legal barriers. Traditional barrier to entry is expensive so at the start you cannot use it because money is usually tight. New ventures as AL-JANNAH will be relying on nontraditional barrier to entry such as assembling world class management team, first mover advantage, passion of the management team and employees.
Strength of Good Management Team

AL-JANNAH will put together a world class management team; it will give a potential rise to the rivals pause in taking on the start up in its chosen industry. The strength of management team is that which no competitor can copy.
First-Mover Advantage

AL-JANNAH is providing the products with the brand image and totally a new concept within an existing industry, the name recognition that our business establishes create a formidable barrier to entry.AL-JANNAH has taken a first mover advantage over the other.
Inventing a New Approach To An Industry

AL-JANNAH is providing the customers with a new approach as well as a concept, these factors create a barrier to entry for potential imitators.

Rivalry Among Existing Firms

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In most industries, the major determinant of industry profitability is the level of competition among existing firms.AL-JANNAH rivalry scope will not too much broad but it will to some extent.
Degree of Difference Between Products

The degree to which product differs from one product to another affects industry rivalry. The products which AL-JANNAH is providing are not new but the thing which is new is one got all of them in single place they are rare in Lahore.AL-JANNAH is providing the product with brand image which no one is providing.

Bargaining Power of Suppliers

Suppliers can suppress the profitability of the industries to which they sell by raising prices or reducing the quality of the components them provide.AL-JANNAH suppliers will be wholesalers for other products rather than dates and abe-zam-zam which will be in Saudia Arabia. If a supplier of AL-JANNAH reduces the quality of the products it supplies, the quality of the finished product will suffer as well as the business.AL-JANNAH supplier will be powerful relative to the other competitors so the industry profitability will increase.
Threat of Forward Integration

Al-JANNAH will have a threat that if the supplier is enhanced by the business of buyer and might enter in the buyer industry.

Bargaining Power of Buyers

Buyers can suppress the profitability of the industries from which they purchase by demanding price concessions or increase in quality.AL-JANNAH will be proving the customers with the brand image which will be attractive for the buyers and as well as the customized package which is the main aim or focus of AL-JANNAH. Basically bargaining power of buyers will be diverse because AL-JANNAH is not restricted to a few buyers there are many buyers. Bargaining power of buyers will be low for our business.
Threat of Backward Integration

The power of buyer can be enhanced and he/she can become his own supplier which is a threat to AL-JANNAH but our buyers are diverse so this threat is minimized.
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Competitive forces Threat of substitute Threat of new entrant Rivalry among firms Bargaining power of supplier Bargaining power of customer

Threat to industry profitability HIGH MODERATE

LOW

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5. Management Team

C.E.O Amara Sadaf Director Human Resouce Saniya Mazher

Director Finance Anum Ejaz

Director Marketing Sana Akbar

Management Experience, Abilities and Technical Expertise

Chief Executive Officer (CEO)

Job Title
The job title of Amara Sadaf is C.E.O (Chief Executive Officer)

Job Description
Planning of the company i.e. company strategy, strategic plan, operational plan Developing relationship with the board of directors Involvement In Product development

Experience and Abilities

Amara Sadaf is doing BBA (Honors) from University of central Punjab. She is in 6 th semester. She is intended to do her specialization in supply change management and entrepreneurship. She has taken part in many entrepreneurial activities and seminars.

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Director Finance
Job Title
The Job title of Anum Ijaz is Director Finance.

Job Description
Prepare and review all the budgets of the Company Reviewing all the financial statements and balance sheets Developing the projected statement of the company

Experience and Abilities

Anum Ijaz is in 6th semester of BBA (honors). She is doing BBA from University of Central Punjab. She has done her internship in HBL. She is intended to do her specialization In Finance. She also participated in seminars regarding budgeting and financial management.

Director Marketing
Job Title
The job title of Sana Akbar is Director Marketing

Job Description
Introducing the company and its products to the target customers Creation of brand image Develop effective marketing strategies Analyzing the markets including competitors and customers Establishing proper and effective distribution Channels

Experience and Abilities

Sana Akbar is a student of BBA (honors) at University of Central Punjab. She is in 7 th semester of
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her degree program. She is doing specialization in marketing. She has an experience of participating in promotional activities of Nescafe. She has also started an internship in Nestle.

Director Human Resource

Job Title
The job title of Saniya Mazher is Director Human Resource.

Job Description Hiring New Employees for all the company and forming a proper Hr Department for the
company

Establishing a proper system of activities for the newly hired employees Developing their Job descriptions and decide their salary package and other
compensation

Motivating the employee and develop a sense of loyalty to the company Pursue to make the Hr department as the strategic partner of the company Experience and Abilities
Saniya Mazher is doing BBA (honors) from University of Central Punjab. She is in 6 th semester. She has done an internship at Telenor and worked with the HR manager of the Company. She has as an ability to deal with people and possess emotional intelligence which is an important characteristic of any HR Professional.

Board of Advisors

Mr. Faraz Alvi He has done MBA (marketing) from fast. He also has an experience of teaching in fast. Now he is working as a Marketing manager at Angro foods. He will be helping us in making Marketing strategies, brand recognition strategies, targeting customers and influencing the customers and making them loyal to the brand.
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Mr. Shahid Latif He has done his ICMA from ICAP. He is amongst the board of directors of Soneri Bank. He will be guiding us about our financials, budgeting, making projected income statements, forecasting and designing financial strategies for our company. Mr. Saqib Shehzad He has done his MBA (HRM). He has an experience of working as an HR Manage at Mobilink. He will be guiding us about the right type of human resource we need. He will help us in making strategies in motivating the employees and making the employees loyal to the company and provide them job satisfaction. He will be helping us to create such an environment which is well suited for our employee so that their efficiency is improved and they perform well. Prof. Rasheed Khalid He has been teaching entrepreneur course at UCP for 6 years and has also involved in giving ideas and helped others in various developing entrepreneurial ventures. He has conducted and attended many seminars regarding entrepreneurial ventures. He also developed many business ideas and their business plans. His knowledge and expertise will help us a lot in running our venture. Prof. Shehbaz Haider He has done his LLB from University of central Punjab. He is an practicing law since 7 years and also teaching law at fast and Ucp. He will be helping us in making legal decisions

Law Firm

TMG & associates is a qualified and professional all service law firm in Lahore-Pakistan. It specializes in corporate law, business law and banking law. The law firm Pakistan attorney has momentous practice defensive about a wide range of hearings in a diversity of substantive divisions. Our attorney is extremely qualified prosecution lawyers, who have done several cases to decision with the matchless achievement. Our lawyers in Pakistan also have extensive

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experience in litigating and advising clients about authorization acquiescence and proceedings before federal and provincial judges, courts high courts, Supreme Court and juries. Contact Number Lahore Office 18/3-C, Model Town, Lahore 54000 Tel: (+92-42-5842991-95) Fax: (+92-42-5842996) Email: info@tmg.com.pk Website: www.tmg.com.pk

Accounting and Consultancy Firm

(Ilyas saeed & company) Ilyas saeed & company they provide services audit and insurance, taxation and corporate affairs and management consultancy. The team is fully devoted, professional and highly motivated. Professional team consists of personnel with good education and extensive experience in Pakistan and other countries. Some of teams members individual experience in their fields of expertise spans well over two decades. They assist clients in achieving their goals by providing focused, practical and effective solutions for their business, through knowledge and training, with emphasis on professionalism. They help each client rise to the point of financial success where they can take care of their employees, vendors, and customers so that each benefits from the interaction. Contact Number
Head Office A -4 sea Breeze Homes, Shershah Block, New Garden Town Lahore.

Tel: (+92-42-5642231-97) Fax: (+92-42-35856145) Website: www.ilyassaeed.com.pk

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6. Competition and Marketing Strategy

Concept Testing For concept testing, we use buying intention survey in order to find that either our product is interesting for our customers. It helps us to find that our offerings are capable to gage customer interest. It also helps us for determining pricing strategy, it can also be used for sales forecasting. When we conduct buying intention survey we found that: A. Percentage of people who prefer customize packages

A
10% 10% agree neutral disagree 80%

B. Percentage of peoples who are willing to buy package with brand name

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B
10% 37% Agree Neutral Disagree 53%

C. Percentage of people who prefer to buy all needed thing at one place.

C
6% 22%

Agree Neutral Disagree 72%

D. Price preference of customers

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D
10% 29% 3000-4000 4000-5000 5000-6000

61%

E. Percentage of People who prefer to take Dates of all kind which is imported from Saudia.

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20%

Agree 49% Neutral Disagree 31%

F. Percentage of people who would like to buy Abb-e-Zam Zam.

18%

Agree 17% 65% Neutral Disagree

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G. Percentage of people who said that brand name increases their preference.

18%

Agree Neutral 55% 27% Disagree

Other than that 33.34 percent people wants to buy dates 1-2 times, 39.21 wants to buy dates 3-4 times and 27.45 wants to buy 4-5 times. This data shows that at average people mostly people prefer to buy dates even if they are not come back from hajj or umra.12.76 people buy 1-2 liter Abb-e-zam zam, 30.04 likes to buy 2-3 liter and 53.19 likes to buy 4-5 times, after analysis of this data we found that mostly people likes to buy 3-4 lit Abe-zam- zam. This analysis shows that our idea seems viable and people are intended to buy it.

Competitor Analysis
In competitive analysis we conduct a detail analysis of our competitors, for this firstly we needs to identify our competitors. There are basically three types of competitors:

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Direct Competitors

Direct competitors are those whose business offering is similar to us. And the direct competitors of AL-JANNAH are Darussalam and Alhuda. Both of them are providing similar offering like Darussalam is providing ihram, abbaya, dates and abb-e-zam zam. And Alhuda is providing only dates and abb-e- zam zam.
Indirect Competitors

As we are providing packages for umra and hajj and our indirect competitors includes all markets that provide the same needed thing for hajj and umra. And the other prevailing products are used as an alternative and substitutes.
Future Competitors Our future competitors should be our suppliers can do forward integration. But still they became our indirect competitor.

Competitive Analysis Grid

It is a tool to organizing the information a firm collects about its competitors. It helps us to compete with competitors by providing ideas and to identify the competitive advantage.

Competitive Grid

Name
Products

Al Jannah
Complete Customize package for hajj and umra, abb-ezam zam, dates

Dar-us-slam
Only ihram abbaya, dates and abb-e-zam zam

Al-Huda
Only dates and abb-e- zam zam. Basically they are providing Islamic books

Any other
All other markets like moon market, karim market etc. provide all products except dates and abb-ezam zam All needed products are fragmented No brand name

Product benefit

Provide all products under one roof. Will create HIGH brand recognition

Brand name recognition

Does not provide all products required for hajj and umra Medium

Only provide dates and abb-e-zam zam. Low

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Accessibility of product Quality of product

High High

High High

Moderate Moderate

Medium Low

Marketing of product Customer focus

High

No proper marketing Medium

No proper marketing Low

No proper marketing -

(High Customize package)

BCG Matrix of Al-Jannah`

Each product has its product life cycle, and each stage in products life cycle represent a different profile of risk and return. In general a company should maintain a balanced portfolio of products. Having a balanced portfolio of any business includes both high growth products as well as low growth products. High growth products are those which are new in the market and they are trying to establish themselves in market. It takes some effort and resources to market the high growth product to build distribution channels and sales as well as infrastructure but it is a product which will bring gold in the future days. Low growth product is a product which is known to the market and characteristic of this product do not change much as compared to the high growth products. These types of product have limited budget of marketing for the attention of consumers because it is known product. The BCG matrix helps further behind product mix. Knowing what we are selling makes easier for managers and other business men to understand or to set priorities to assign not only to products but also company departments and business units.

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BCG Matrix of Al-Jannah`

Question Mark
These products are in growing market but having low market share.AL-JANNAH is in question mark right now because they are starting a new business or product where buyers have yet to discover them. The marketing strategy of AL-JANNAH will be to get markets to adopt these products which include abbaya, ihram, water bottles, umbrella, various kinds of dates and slipper as well. Question marks have high demands but low market share as a business or product is new.AL-JANNAH will be increasing its market share because if this not happen then it eventually become dog which we will not be doing. The best way to handle at this stage is that whether to invest heavily on the products to gain market share or to sell them.

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Stars
Stars are defined by having high market share in a growing market.AL-JANNAH will be in the stage of stars when the business will get high market share by providing customers with customized and flexible package which will be according to the needs and wants of the customer. Stars are the leaders of the business but when we will reach at this point we still need some promotion and placement of our business to make it more efficient and effective. If AL-JANNAH kept his market share in the market then we will be able to convert the stars into a cash cow stage or life cycle.

Cash Cow
Cash cows are in a position of high market share in a mature market.AL-JANNAH at this stage will be achieving the competitive advantage for its business and then cash cows can give us high profit margin and as well as a lot of cash flow. As the AL-JANNAH is in a position of low growth the placement and promotion investments will be low at that time. Investing into supporting infra structure will be helpful for AL-JANNAH to increase efficiency and increase cash flow more for the business.

Dogs
Dogs are in low growth as well low growth market share.AL-JANNAH will be avoiding and minimizing these circumstances of the business to reach. In this situation if a product is not delivering cash it should better be liquidate or otherwise the product can come with a new innovation and do lots of things.

Swot Analysis
Through strategic planning the company decides what it wants to do with each business units. Basically SWOT analysis is a strategic planning tool used to evaluate the strength, weakness, opportunity and threats as well.

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Strengths
These are the internal capabilities that may help a company reach its objectives. They are basically the characteristics of the business which they are providing.

Weaknesses
These are the internal limitations that may interfere with a companys ability to achieve its objectives. These weakness should be recognized and soon recover from it.

Opportunities
These are the external factors that the company may be able to exploit to its advantage. Provide external chances to improve the performance.

Threats
These are the current and emerging trends or external factors that may challenge the companys performance. These threats can cause a problem or trou ble for the business or project.

SWOT Analysis of Al-Jannah`

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Strengths of Al-Jannah`
AL-JANNAH strength is that they are providing all those things which hajj and umra people needed less than one roof. We are opening this business at moon market helps us to create brand name. Al-JANNAH is providing their customers with flexible and customized package which is very rare in Lahore areas. We are providing with the facility of re-modifying the package which is according to customer need and want. We will have strong relationship with suppliers.

Weaknesses of Al- Jannah`

AL-JANNAH weakness will be that they are new in the markets and will need time for position in the market place. AL-JANNAH growth rate is consistent. The profit margin will be low because it is a seasonal business. And sales are high in 8 month and other 3 months sales will be low

Opportunities of Al-Jannah`
Al-JANNAH is providing customers with flexible and customized package which no one is providing. AL-JANNAH has filled a gap in the market place. AL-JANNAH is opening a branch where there are no competitors. We can recognize our image in the market more quickly as compared to other competitor. Customers get easy access and things which they need. It is not difficult for AL-JANNAH to compete in the market place.

Threats of Al-Jannah`
The competitor can open new branches near the outlet of AL-JANNAH. We cannot attract more customers because of different bazaar. It is difficult to build trust and confidence among customers.

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Pest Analysis of Al-Jannah`

PEST analysis is aims at describing the macro level factors that affect the business.

Political

Social

PEST
Technological

Economic

Political Factors
Hajj and Umrah is the religious matter and government rules and regulations are very important for our business because flow of our customers and sales is completely depend on numbers of people travelling for Hajj and Umrah like government increasing Hajj dues and flow of our customers is also depend on NUMBER OF PILGRIMS according to government policy.

Economic Factors
Economically Pakistan economy is going through worse time Pakistan at present is facing grave economic water, gas and safe communication infrastructure and networks in the country. In such condition it is quite challenging to start new business and run it successfully. Low employment rate and the value of currency of Pakistan is going down every day which will affect our imports for dates and zam zam from Saudia Arabia and bad economic conditions and devaluation of currency increase the ticket and hajj and umrah package prices which is difficult
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for people to afford and in result less number of people travelling for Hajj and Umra and decrease in our sales

Social
Pakistan is a Muslim country and going for Hajj and Umra is the first desire of every Muslim it does not matter from where person belong live they want to visit for Hajj and umrah and want the best experience so this factor greatly influence the success of our business and people want best products and services in reasonable price for Hajj and Umra which is the basic competitive advantage of our business so by creating best quality goods for best journey of their life will create very good image in our customers mind.

Technological
Today its all about how you market and communicate your product benefits to the target customers so Al Jannah will be using media source like face book and twitter for marketing and promotion to make product more effective and make our product look more attractive. Providing products in more conveniences packing and getting them bundle together according to customer need will increase sales.

Pricing Strategy
Those peoples who are going for Hajj and umra our customized packages is the best choice for them. So, we used value based pricing and based our price of product according to the perception of our target customers. Items Package Dates Abbaya Abb-e-zam zam Price for the 1st year 3500 1800 1800 250

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Competitor Prices (Dar-us-Salam) Items Abb-e-zam zam Dates Abbaya Prices 230 1500-2400 1500-4000

Marketing strategy
Product

Promotion

Marketing Mix

Price

Placement

Product
Product is anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need. The basic product of Al -Jannah` is a customized bag which includes all the essentials which are required for Hajj or Umrah. It contains things like ahram, abaya, towel, umbrella, tasbeeh, slippers, water bottle etc. We also provide dates and aab-e-zam zam for the returning hajjis who needs excessive quantity of these things to distribute it among friends and family. We also have abayas of latest fashion for the ladies of Lahore.

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Price
The price of our product varies according to the customization the customer will require. But on an average the price of the Hajj Bag will range from 4000 5000. As we are a providing the product with a proper brand name and providing all the essentials under one roof so the price is little higher as compare to the competitors which are providing the things separately from various places. According to the survey conducted by Al-Jannah` team, it was estimated that 75% of the people who are going for Hajj and Umrah are ready to buy our product at this price. The prices of dates are also reasonable and a bit cheaper as compare to competitors. But as its cost price varies according to the season so the price also varies.

Placement
Our shop is located at Moon market Allama Iqbal Town. As it is very famous place where many people go for shopping. It is a very busy area which helps us to recognize our brand. This area is well known and a perfect place where peoples comes for shopping. We target this area because this area is developing and other brands will be there as we are planning to create brand so this area helps us in brand recognition.

Promotion
In start we are not spending much on the advertisement rather we are making brochures and spreading it all over Lahore by giving them to a newspaper hawker. As our shop is in main place that is Moon market which is the main area of Lahore so it will help us in recognizing our brand. We are also making our proper website. It will contain all the necessary information about our products and services. Our ad will be available on our website. We will also promote our brand though social website like: twitter, face book, and many other. It is the most effective way of promotion. One best, cheapest and effective way of promotion is through word of mouth. Our product placement will helps us for promotions.

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8. Critical Risk Factors

Our business also has some critical risk factors

Importer associated risk

Supplier risk

critical risk factors

legal issues

Manageme-nt risk

Suppliers Risk
Backbone of our business model is supplier so there are following risk associated with supplier s: Lower product quality: if our suppliers supply us lower quality products then it will affect our brand image. Increase our cost: if suppliers increase the cost of products then it will squeeze our profit margin Supply on time: as we are providing complete package so if our one supplier give us late delivery then it will affect our whole package

Risk Associated with Import of Dates and Abb-e-zam zam

We import dates an abb-e-zam zam from Saudia so following risk is associated with importer: Decrease quality: our imported can easily decrease the quality of dates and abb-e-zam zam which became our risk. Increase cost: importer can increase the cost of dates and abb-e-zam zam. Damages: during shipment some damages of products occur which can create an extra cost and to cover up these cost is difficult for us. Page 36 of 40

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Legal Issue
If some legal issue is created regarding import of dates then I will affect our brand name

Management Team
If one partner on our key management personal is leaving the firm then it will create problem. We need a new partner to reconcile the business and to find experienced and trustworthy partner is tough job.

Risk Management Plan

We develop plan to trigger these risk factors:

To Eliminate Supplier Risk

In order to eliminate supplier risk we form a contract for 5 years in which all terms and conditions are written, and also remedies are written that if they decrease their products quality decrease they have to compensate all lose which we bear. We develop mutual trust between suppliers and Al Jannah.

To Eliminate the Importer Risk

We have one friend in Saudia which work as an agent and before shipment he check the quality and prices for all imported material and give us surety.

Legal issues
To handle legal issues we have a contract with legal firm who manage our legal issues.

Eliminate Management Team

When we sign partnership agreement we add one term that if any partner wants to leave the firm he must give notice before 2 months to leave. So that when he leaves we are able to find one management persons who became our incoming partner.

9. Financial Forecast
Capital Requirement
Total investment required is 1,457,280 in order to run business.

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Sources
Our venture team consist of 4 partners and each partner have to put 1.5 lac and other 957280 is invested by investors. Uses of Funds We use all these funds firstly to register company logo. Then we use it to pay salaries, utility bills, purchasing of supplies, and import of dates and abb-e-zam zam and all other miscellaneous cost that are required to run business efficiently. The management team never take the money until business reaches its payback period and he use it as a retain earning.

Overview of Financial Projections

Amara Sadaf Saniya Mazhar Anum Ijaz Sana Akbar Total capital Investors Net equity 1.5 1.5 1.5 1.5 5 00,000 957280 1457280

Estimated Startup Cost

Description Furniture shop furnishment and accessories HR cost Product and supplies cost for 1 month Maintaince cost Total Total 946,800 156000 229480 125000 1,457,280

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Profit Division
Our profit will be divided into 60:40 ratio 60 percent profit will divide between team 40 percent profit will be given to investors Management Amara Sadaf Saniya Mazhar Anum ijaz Sana Akbar Shares 15% 15% 15% 15%

After 2 years we will distribute profits between partners and investors.

10.Exit Strategy
Exit strategy is used to plan that how we expand our business in future. We will add new products like olive oil soap to our customized baggage We will open franchises all over Pakistan We will try to add goodwill by introducing a reputable personality to our brand name We will enhance our products and market as well We would make relations with agencies which arrange Hajj and Umrah. They will be our

strategic partner in future.

Other than that if we lack some basic key components includes financial and other problem relating to management and partners. We use merger and Acquisition as a first option our products or service that is truly thriving and attractive to airlines dealing in Hajj and Umra or travelling agencies working for Hajj and Umra so our business may have the option to become acquired by another company. Because it in nearly related to their work so for adding more value to their customers they might be interested in acquiring our Business. If we liquidate our assets then we sell our assets and product in local market.

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