PROJECT REPORT

ON
“FEASIBILITY STUDY OF SETTING UP A NEW RESTAURANT
THEMED AS A “BEACH SIDE RESTAURANT” IN NAGPUR”
A REPORT SUBMITTED TO RASHTRASANT TUKADOJI MAHARAJ
NAGPUR UNIVERSITY IN PARTIAL FULFILLMENT OF THE REQUIREMENTS
OF BACHELOR OF BUSINESS ADMINISTRATION (BBA) COURSE,
SPECIALSATION IN MARKETING MANAGEMENT
FOR THE ACADEMIC SESSION 2007-2008.

PREPARED BY:
RITIKA NAGPAL
GUIDED BY:
PROF. SATYENDRA PATNAIK

DEPARTMENT OF MANAGEMENT STUDIES AND RESEARCH

TIRPUDE COLLEGE OF SOCIAL WORK
CIVIL LINES, NAGPUR-440001
 ACKNOWLEDGEMENT

This project is the outcome of the help and encouragement provided by all faculty
members, who were a continuous source of inspiration and who guided me in all my
endeavors.
I take this opportunity to thank all those who were a great support behind this
project and without their unconditional support this project on this paper would not have
been completed.
First of all I would like to thank my parents for giving me back up and full support
in completing this project.
My heart felt gratitude to Prof Lalit Khullar, Head of Department, DMSR,
Tirpude College of Social Work, and Nagpur for making available all the resources.
I am indebted to Mr. SATYENDRA PATNAIK, my chief guide without whose
support and timely suggestion this report would not have been completed. I express my
sincere thanks to other staff members of my institute who directly or indirectly helped me
in preparation of my project.
Last but not the least I would like to thank all those who are not mentioned, but
whose contribution has been instrumental towards completion of this project.
 DECLARATION

I, RITIKA NAGPAL, hereby declare that with the exception of the suggestion and
guidance received from my supervisor Mr. SATYENDRA PATNAIK this project work
titled “FEASIBILITY STUDY OF SETTING UP A NEW RESTAURANT

THEMED AS A “BEACH SIDE RESTAURANT” IN NAGPUR”

is my original work. This dissertation as one, which is substantially the same as this
has not been submitted by me for any other examination of this university or any other
university.

Nagpur RITIKA NAGPAL

Date: BBA III
2007-2008
 CERTIFICATE

This is to certify that Miss. RITIKA NAGPAL is a Bonafied student of the

Bachelor of Business Administration (BBA) course, Specialization in MARKETING
MANAGEMENT, session 2007-2008, of the Department of Management Studies and
Research Tirpude College of Social Work, Nagpur.

The candidate has worked under the supervision of Mr. SATYENDRA

PATNAIK and has satisfactory conducted project work for not less than one academic
session. The project submitted by him is his own work and is complete so as to warrant
its presentation for examination.

This project work entitled “FEASIBILITY STUDY OF SETTING UP A

NEW RESTAURANT THEMED AS A “BEACH SIDE

RESTAURANT” IN NAGPUR”” which is in partial fulfillment requirement for
the above course, is being forwarded to Rashtrasant Tukdoji Maharaj Nagpur University
for examination.

MR. SATYENDRA PATNAIK MR. LALIT KHULLAR

Project Guide Head of the Department, DMSR,

Tirpude College of Social Work

Introduction to Hospitality sector in India:

 Hospitality is all about offering warmth to someone who looks for help at a
strange or unfriendly place. It refers to the process of receiving and entertaining a
guest with goodwill. Hospitality in the commercial context refers to the activity of
hotels, restaurants, catering, inn, resorts or clubs who make a vocation of
treating tourists.

Helped With unique efforts by government and all other stakeholders, including
hotel owners, resort managers, tour and travel operators and employees who
work in the sector, Indian hospitality industry has gained a level of acceptance
world over. It has yet to go miles for recognition as a world leader of hospitality.
Many take Indian hospitality service not for its quality of service but India being a
cheap destination for leisure tourism. With unlimited tourism and untapped
business prospects, in the coming years Indian hospitality is seeing green
pastures of growth. Availability of qualified human resources and untapped
geographical resources give great prospects to the hospitality industry. The
number of tourists coming to India is growing year after year. Likewise, internal
tourism is another area with great potentials.

Indian tourism and hospitality sector has reached new heights today. Travelers
are taking new interests in the country which leads to the upgrading of the
hospitality sector. Even an increase in business travel has driven the hospitality
sector to serve their guests better. Visiting foreigners has reached a record 3.92
million and consequently International tourism receipts have also reached a
height of US$ 5.7 billion. Hospitality Industry is closely linked with travel and
tourism industries. India is experiencing huge footfalls as a favorite vacation
destination of foreigners and natives and the hospitality industry is going into a
tizzy working towards improving itself. Fierce competition and fight to rank on the
number one position is leading the leaders of this industry to contemplate on
ideas and innovate successful hospitality products and services every day. This
is a gem of a project report for those who are aspiring to venture into the
hospitality industry of India.

Contribution to the Indian economy:

 Hospitality industry plays a major role in the overall economic growth
of the country. Along with the rapid industrial growth and promotion of
tourism, the catering and hotel sector is booming and offering huge
job prospects to Indians.
Hospitality industry helps in finding out the perfect jobs in the Catering
and Hotel industry that range from restaurants to hotels. With this era
of globalization and growth in the Hospitality industry, the demand for
qualified and experienced professionals in India and overseas is
increasing. The hotel industry in India has a latent potential for growth. This is
because India is an ideal destination for tourists as it is the only country with the
most diverse topography and relative political stability. At present India attracts
approximately 2.5 Million tourists every year, which is just 0.4% of the world
tourist arrivals.
Currently, customer retention and repeat clientele is the name of the game.
Hotels those are able to provide customer a product where the service is
consistent and of a level required by the target market, will only survive. The
industry, always ready with innovative ambitious business plans and the spirited
management plotting the right strategies, is contributing its might to improve the
position of the Economy. So the role of the Indian hospitality industry and their
contribution to the Indian Economy is significant. There have not been many
exploratory researches in this area. But there is every need to work on the
economics for a proper planned growth at a macro level. Also the WORLD
definitely looks better and happy with ALL the hospitality it can muster.

HISTORY OF RESTAURANTS:-
Food catering establishments which may be described as restaurants were known since
the 11th century in Kaifeng, China's northern capital during the first half of the Song
Dynasty (960–1279). With a population of over 1 million people, a culture of hospitality
and a paper currency, Kaifeng was ripe for the development of restaurants. Probably
growing out of the tea houses and taverns that catered to travellers, Kaifeng's restaurants
blossomed into an industry catering to locals as well as people from other regions of
China.[1]

Restaurants catered to different styles of cuisine, price brackets, and religious

requirements. Even within a single restaurant much choice was available, and people
ordered what entree they wanted from written menus.[1] An account from 1275 writes of
Hangzhou, the capital city for the last half of the dynasty:

"The people of Hangzhou are very difficult to please. Hundreds of orders are
given on all sides: this person wants something hot, another something cold, a
third something tepid, a fourth something chilled; one wants cooked food, another
raw, another chooses roast, another grill".[2]

The restaurants in Hangzhou also catered to many northern Chinese who had fled south
from Kaifeng during the Jurchen invasion of the 1120s, while it is also known that many
restaurants were run by families formerly from Kaifeng.[3]

Ma Yu Ching's Bucket Chicken House was established in Kaifeng in 1153 AD during the
Jurchen-controlled Jin Dynasty (though documentation does not exist to prove continuous
service) and is still serving up meals today.

[edit] Western world

In the West, while inns and taverns were known from antiquity, these were
establishments aimed at travellers, and in general locals would rarely eat there.
Restaurants, as businesses dedicated to the serving of food, and where specific dishes are
ordered by the guest and generally prepared according to this order, emerged only in the
18th century. According to the Guinness Book of Records, the Sobrino de Botin in
Madrid, Spain is the oldest restaurant in existence today. It opened in 1725.

The term restaurant (from the French restaurer, to restore) first appeared in the 16th
century, meaning "a food which restores", and referred specifically to a rich, highly
flavoured soup. It was first applied to an eating establishment in around 1765 founded by
a Parisian soup-seller named Boulanger. The first restaurant in the form that became
standard (customers sitting down with individual portions at individual tables, selecting
food from menus, during fixed opening hours) was the Grand Taverne de Londres (the
"Great Tavern of London"), founded in Paris in 1782 by a man named Antoine
Beauvilliers, a leading culinary writer and gastronomic authority[4] who achieved a
reputation as a successful restaurateur. He later wrote what became a standard cookbook,
L'Art du cuisinier (1814).
 Restaurants became commonplace in France after the French Revolution broke up
catering guilds and forced the aristocracy to flee, leaving a retinue of servants with the
skills to cook excellent food; whilst at the same time numerous provincials arrived in
Paris with no family to cook for them. Restaurants were the means by which these two
could be brought together — and the French tradition of dining out was born.

A leading restaurant of the Napoleonic era was the Véry, which was lavishly decorated
and boasted a menu with extensive choices of soups, fish and meat dishes, and scores of
side dishes. Balzac often dined there.Although absorbed by a neighbouring business in
1869, the resulting establishment Le Grand Véfour is still in business.

The restaurant described by Britannica as the most illustrious of all those in Paris in the
19th century was the Café Anglais (the "English coffee-shop") on the Boulevard des
Italiens, showing for a second time the high regard that Parisians evidently had for
London, England, and the English — at least when it came to naming their restaurants.
Restaurants then spread rapidly across the world, with the first in the United States
(Jullien's Restarator) opening in Boston in 1794. Most however continued on the
standard approach of providing a shared meal on the table to which customers would then
help themselves (Service à la française, commonly called "family style" restaurants),
something which encouraged them to eat rather quickly. The modern formal style of
dining, where customers are given a plate with the food already arranged on it, is known
as Service à la russe, as it is said to have been introduced to France by the Russian Prince
Kurakin in the 1810s, from where it spread rapidly to England and beyond.

“SANTO CIELO”-The Beach Side Restaurant.

 “There is no love sincerer than the love of food”

Food is a necessity in life. Food habits and style differs among various religion and
community. India, being a secular country enjoys diverse food habits and patterns. With
the changing food habits and patterns among more and more health conscious people,
food industry have developed into a booming and upcoming industry in India.

“A restaurant is a fantasy-a kind of living fantasy in which diners are the most
important members of the cast.”

The primary objective for establishing this restaurant is to provide an

environment and a variety of quality food at affordable prices and at same time
an excellent provision for entertainment also.

If you are visiting this restaurant, the soft, golden sand invites you to walk bare
feet while the sea breeze caresses you. The air gets cooler when it starts
drizzling and raindrops make their own little design in the soft sand.
Let the magic seep in at the palm fringed Benaulim beach while you enjoy a hot
cup of coffee or rich mocktails, relaxing under an umbrella and hearing the beats
of the rain. These umbrellas are a part of the restaurants that dot the beach. The
tempering aroma from the restaurants makes you feel hungry and there is plenty
to indulge in. Over the weekends the restaurant has a little carnival of its own
with barbecue, bonfire, and multicuisine dishes.
If you want to experience the real beach life-style, try this restaurant.

Product and Services summary:

Efforts will be made to come up with superior quality and variety of dishes and
services. The restaurant will have a comprehensive menu covering wide varieties
of mocktails, snacks and other dishes.Specialised and trained, personnel’s would
be appointed. Provisions for take a ways would be made. People are very
conscious of the drinks and food they are having. Hence we can assure and
satisfy them by providing them quality food.

FEASIBILITY STUDY :
 Feasibility analysis / project appraisal is an exercise whereby a leading financial
institution makes an independent assessment of various aspects of an investment
proposition to arrive at financial decision.
The factors generally considered by an institution while appraising the project can be
shown by the following diagram.

PROJECT
APPRAISAL

LEGAL SOCIAL ECONOMIC MANAGERIAL COMMERCIAL

TECHNICAL FINANCIAL MARKETING ORGANIZATIONAL

For our project feasibility report (PFR), we need to take into consideration following
aspect.

PROJECT
APPRAISAL

LEGAL SOCIAL COMMERCIAL FINANCIAL MANAGERIAL

1. LEGAL ASPECT : The legal aspect of appraisal are fundamental as
they logically precede all other aspects-this is so
because the bank, will not finance a project unless it
stands assured that the project satisfies all legal
requirements.

(a) Licenses

LEGAL
(b) Taxes
ASPECT

(c) Govt. policies

a) Licenses: The legal requirements for the venture includes to obtain the various
licenses which are as follows :
(i) Food & drug license from Nagpur Municipal Corporation.
(ii) Gas license from the explosives department.
(iii) Shop & Establishment license from the office at Labour court, Gumastha.
(iv) Entertainment license
b) Taxes: Income tax should be paid according to Income Tax Act requirement.
c) Government policies: We will strictly adhere to various government policies
related to our project like: Maintaining the sound limits as prescribed by
government.

2) COMMERCIAL ASPECT:
In setting up any project, estimation of demand for the product / services
proposed to be provided by the entrepreneur is the first important step.
The commercial feasibility of our project can be understood from the following
view points.
 a) PRICE :
PRICE

HIGH MEDIUM LOW

1. 2. 3.
HIGH PREMIUM HIGH VALUE SUPER VALUED
PRODUCT STRATEGY STRATEGY STRATEGY
QUALITY
4. 5. 6.
OVER CHARGING MEDIUM STRATEGY GOOD VALUE
MEDIUM
STRATEGY STRATEGY

7. 8. 9.
RIP-OFF FALSE ECONOMY ECONOMY
LOW
STRATEGY STRATEGY STRATEGY

NINE PRICE – QUALITY STRATEGIES

1. PREMIUM STRATEGY:-
Use a high price where there is a uniqueness about the
product or service. This approach is used where a a substantial competitive advantage
exists.

2. HIGH VALUE STRATEGY:-

When medium price level and high quality product are
coupled together, its known as high value strategy.

3. SUPER VALUED STRATEGY:-

 When marketers provide high quality products at
low price levels, its known as super valued strategy.

4. OVER CHARGING STRATEGY:-

When medium quality product are provided at
high price, its known as over charging strategy.

5. MEDIUM STRATEGY:-
When medium quality products are provided at medium
prices, it’s known as medium strategy.

6. GOOD VALUE STATEGY:-

When marketers provide medium quality products at
low prices it’s known as good value strategy.

7. RIP-OFF STRATEGY:-
When a strategy using high price but low quality products is
used it’s known as rip-off strategy.

8. FALSE ECONOMY STRATEGY:-

When marketers combine low quality with
medium prices, it’s known as false economy strategy.

9. ECONOMY STRATEGY:-
When low quality products are provided at low prices,
it’s known as economy strategy.

Our venture aims at giving high quality product at medium price, thus we will use
high value pricing strategy.
 Method of pricing used will be GOING-rate PRICING i.e. the prices will be
largely based on competitor's prices.(60% margin).

b) DISCOUNTS :
In general, students discount will/may be provided which might amount to
5% and for oldies 10%

c) PRODUCT/SERVICE QUALITY:
As mentioned earlier, this restaurant will aim at providing high quality
product/services.
d) We are targeting at catering to all income group.

3) FINANCIAL ASPECTS:

Under this project one needs to examine the work ability of the project in respect
of financial consideration.
No loan has been taken from outside. Partners capital is------------- of about First
years net profit is expected to be--------------- The partners are thus being able to
recover their investment on first year itself.

4) SOCIAL ASPECT :
 Any project can neither be established nor work in vacuum. It functions in a
society .It affects the society and is also affected by the society. Hence the social
aspects play an important role in functioning of any project. As far as social
requirements of society, in the sense that it provides a place to relax and enjoy.

5) MANAGERIAL ASPECT:

Proper management is the under lying factor for any project to be feasible. Proper
management here implies the existence, smooth coordinating and relation, a good
team spirit, high motivation among the members of the organization and proper
co-ordination between the music corner and the restaurant.
A conductive environment will be created so as to ensure that all the above factors
are present.

Aims and objectives:-

Nagpur is growing in All areas, be it fashion sector, food and beverage sector, the
environment sector etc .therefore, this report aims at studying the buying
behavior of the customers and also to find out whether there is a demand for a
restaurant themed as beach side
The objective of the study includes a study of market characteristics:

Market characteristics:-

Taking into account the fact that nagpur apart from being the centre of India, has
great scope and potential for the boom of various sectors, a good restaurant has
become a must in the city as there are only mostly fast foods to spend their
leisure people need more different and better places .even the flow of visitors has
increased manifolds.

MARKET CHARACTERISTICS:-
 Taking into account the fact that Nagpur apart from being the centre of India, has
great scope and potential for the boom of various sectors , a good restaurant has
become a must in the city as there are only mostly the fast food outlets specializing in
only some particular cuisine and people need more leisure places to spend their time.
Even the flow of visitors has increased manifolds.
 EVALUATE
IDENTIFY MARKETS
POTENTIAL
CUSTOMERS

LIST OF
INFORMATION
REQUIRED

EXPECTATION
ANALYSE DESCRIBE
OF
COMPETITORS ASSUMPTIONS
CUSTOMERS

IDENTIFY POTENTIAL CUSTOMERS:

1. Demographic profile of customers.

2. Characteristics of customers, age, sex, income, etc.
3. Details of family background.
4. Attitude of people towards such a restaurant
5. Buying habits and relevant information for new venture.
6. Their preference for the services offered,

EXPECTATION OF CUSTOMERS:

1. Identify the importance of various aspects like (quality and variety of food,
location, environment, hygiene etc, parking facility, etc) while visiting a
restaurant
2. To know the satisfaction level derived by the people from the present restaurants
of Nagpur.
3. To find out the motives behind visiting any restaurant or coffee shop.

ANALYSE COMPETITORS:

1. To find out the level of competition among the existing restaurants.

2. To know the unique features of the top restaurants in Nagpur, as well as their
negative aspects.
3. Future plans of the restaurant and coffee shop owners.
4. Investigate the various services offered by them in detail.

DESCRIBE ASSUMPTIONS:

1. Market niche for positioning restaurant.

2. Pricing approach used in plan.
3. Method of making a market.

EVALUATE MARKETS:

1. Future markets and trends or changes.

2. Window of small business Opportunity.
3. Niche position information.
SCOPE AND LIMITATIONS:-

The study of this report was restricted to the city of Nagpur only. The nerve centre of
Vidarbha, Nagpur is the third largest city in the western Indian state of Maharashtra after
Mumbai and Pune. With a population of 2.1 million (2001 Census), Nagpur was the 13th
largest urban conglomeration in India in 2001 and the foremost city in Maharashtra's
eastern Vidarbha region. Nagpur is also the state's Winter Capital and the headquarters of
Nagpur District and Nagpur Division administrations.On a global scale, Nagpur is
estimated to be the 114th largest city and the 143rd largest urban area in the world in 2006
in terms of population.Nagpur is also important geographically as it lies practically at the
centre of India with the country's geographical centre (Zero Mile) being situated
here.[Moreover, Nagpur is well-known throughout India as a trade centre for high-quality
oranges grown in the surrounding region and hence the city is also known as Santra
Nagari (for 'Orange City').
Nagpur is a growing industrial centre and the home of several industries, ranging from
food products and chemicals to electrical and transports equipment
As mentioned above the study is restricted to the buying behavior of the customers in
Nagpur only.

LIMITATION OF THE STUDY:-

Generally every research has its own limitations. The limitations of our study are as
follows:-
1) One major constraint was cost. A thorough study involved substantial cost and
was beyond the affordability of the researcher.
2) Limited time was allotted for the study. Hence time factor became a major
limitation of our research work.
3) Paucity of time and resources led to small sample size.
4) The study was focused on information obtained from the respondents and the lack
of proper knowledge on their part may have been included in our study.
5) Though an effort was made in selecting respondents from different age groups of
Nagpur, a 100%proportionate representative sample could not be chosen.

RESEARCH METHODOLOGY
RESEARCH:-
Generally Research is considered as an endeavor to arrive at the answers to
intellectual and practical problems through the application of scientific methods to the
knowledge universe. It is movement from known to unknown.
According to Clifford Woody “ Research comprises defining and redefining of
problems, formulating hypothesis or suggested solutions, organizing and evaluating data,
making deductions and reaching conclusion, and at last carefully testing the conclusions
to determine whether they fit the formulating hypothesis.”

METHODS OF DATA COLLECTION:-

Collection of Data refers to a purposive gathering of information relevant to the
subject matter under study and the methods used depend mainly on the nature, purpose
and scope of the enquiry to be undertaken, as well as on the availability of resources and
time.
The Data Collection can be grouped under two types:-
• Primary Data
• Secondary Data

 PRIMARY DATA:-
Primary data are those which are collected for the first time. They are original in
character. They are collected by the researcher for the first time for his own use.
 The sources of Primary data include:-
 Direct Personal Investigation
 Interview
 Drafting a questionnaire
 DIRECT PERSONAL INVESTIGATION:-
This implies the situation where the researcher goes into the field of study in
person for the collection of required data. Also, the investigation of this nature is
normally confined to a single locality and the information gathered is capital in nature.

 INTERVIEW METHOD:-
Every interview has got its own balance of revelation and has withheld
information. An interview can be effective informal verbal or non verbal conversation
initiated for the specific purpose and focused on certain planned content areas.
A method of interview consists of Direct Personal Interview and the Telephone
Interview. Direct Personal Interview requires face-to-face contact with the respondent.
Other types of Interviewing Techniques are structured or unstructured method. The
interview based on pre-determined questions and standardized techniques is called
Structural Interview. Here the number and nature of question, order of asking, wording of
questions etc. and response pattern are highly standardized. The unstructured form of
interview is adjusted to the level of respondent. The wordings, the order of questions etc.
can be changed depending on the response pattern. Telephone Interview can be used as
follow-up of a mailed question and is fairly used to carry out on the actual Interview.

 QUESTIONNAIRE METHOD:-
Yet another of data collection is a Survey that consists of asking questions
intended to cover a cross-section of population. A questionnaire is generally mailed or
handed to the respondent and filled by him without the help of the interviewer. The
researcher has to ensure that the questionnaire is relevant. It should be relevant both to
the study’s goal and to the respondent. Questionnaire should not make the researcher feel
that he/she could have constructed a better one. Questions should not be ambiguous. The
level of wording the questions should match the educational level of the respondent but
the questions should generally be kept simple.
Questionnaires can be of two categories, Close ended and Open ended. Close
ended questions have answers that are easy to code and analyze and sometimes this can
be done right from the questionnaires, thereby saving time and money. It helps
respondents to be sure and clear about the meaning of the questions.
Open ended questionnaires are other type of mailed questionnaires. Open ended
questions can be used when all the possible answer categories are not known or where the
investigator wish to know the respondent’s opinion. The respondent is expected to answer
adequately, in detail or to clarify an answer.

 SECONDARY DATA:-
Secondary data are those which have already been collected by others. When it is
not possible to collect data in primary form the researcher may take the help of
Secondary data. They are those which have already been collected with some other view
in mind. They are collected for serving the objectives other than what the researcher
might have in his mind.
The sources of Secondary data include:-
 Books
 Websites
 Journals
 Magazines

 BOOKS:-
A book is a collection of paper or other material with text, pictures, or both
written on them, bound together along one edge, usually within covers, library and
information science, a book is called a monograph to distinguish it from serial periodical
such as magazines, journal or newspapers.

 WEBSITES:-
 A website may be the work of an individual, a business or other organization and
is typically dedicated to some particular topic or purpose. Any website can contain a
hyperlink to any other website, so the distinction between individual sites, as perceived
by the user, may sometimes be blurred.
Websites are written in, or dynamically converted to, HTML (Hyper Text Markup
Language) and are accessed using a software program called a web browser, also known
as an HTTP client.

 JOURNALS:-
Many Publications issued at stated intervals, such as magazines or the record of
the transactions of a society, are often called Journals. In academic use, a journal refers to
a serious, scholarly publication, most often peer reviewed. A non-scholarly magazine
written for an educated audience about an industry or an area of professional activity is
usually called a professional journal. The purpose of a journal is to provide a place for
introduction and scrutiny of new research, and often a forum for the critique of existing
research.

 MAGAZINES:-
A magazine is a periodical publication containing a variety of articles, generally
financed by advertising, purchased by readers, or both. In practice, magazines are a
subset of periodicals, distinct from those periodicals produced by scientific, artistic,
academic or special interest publishers.

ANALYSIS:-

MARKETING RESEARCH AND ANALYSIS:-

The objective or "Marketing research and analysis" is to establish that the market exists
for the proposed venture.
For understanding the market following restaurants were analyzed in detail:
• Highway glory
• Chokhar dhani
• Ashoka
• Airport center point
• Moksh

Our "Market Research and Analysis" provides a summary of potential customers, markets
and competitors.

MARKETS:

The market trend shows good future prospect for the beach side restaurant , as there is
currently no other such restaurant in Nagpur which provides both different varieties of
food and entertainment/environment under one roof.
ELEMENT OF THE MARKETING PLAN:-

QUALITY AND CONSISTENCY

PRODUCT FOR
AND HOW THE PRODUCT WILL
SERVICES
BE POSITIONED IN MARKET.

PRICING METHODS,
PRICING SYSTEM DISCOUNTS, QUALITY AND
BULK PRICES, METHODS TO
SET PRICES

STRATEGY OF COMBINING
PROMOTION MIX APPROPRIATE USES OF
PUBLIC RELATIONS,
ADVERTISING, EVENTS ETC.

MEANS OF PROVIDING
DISTRIBUTION
DELIVERY TO THE
CHANNELS
CUSTOMERS
MARKETING PLAN

The details of our marketing plan are as follows:

1. Product or service:

The BEACH side restaurant will provide a wide variety of food, beverages and
entertainment services.
Our menu will include a vivid collection of Indian as well as continental cuisine
from many parts of the world.
The items to be catered should be restricted to the following only:
• Mocktails
• Snacks
• Multicuisines
• Deserts
•
The legal requirements for the venture include obtaining the various licenses like:
1. Food licenses
2. Shop and establishment licenses
3. Entertainment licenses

2. Pricing System:

1. Prices of product and services

2. Discount facility present
3. Credit facility absent
4. Membership fee
 3. Promotional Mix:

The various promotional tools that may be used are:

1. Visual media
2. Printing media
3. Hoardings

OPERATING ELEMENTS

FACILITIES INVENTORY HUMAN OPERATIONS OTHER

RESOURCE ISSUE

Operating
Opening personnel,
inventory, Service
Purchases, Skill structure, Insurances,
Purchasing requirement
Equipment, system, Quality Licenses,
Supervision control,
Parking and Inventory services and Security
other issues Management support Safety and system
supplies and maintenance
support Unusual
requirement
OPERATION PLAN

1. Facilities:
The various factors required for bringing the project to action as well as to make it
continue working are:
a. Purchase of shop: -----------sq ft will be purchased,
b. Equipments:
• Lighting
• Musical equipments
• Kitchen accessories
• Furniture and futures
• Air conditioners
• Generator

2. Inventory:
• Through proper and effective inventory management, the inventory level will
be maintained.
• Store manager will be taking care of the store.
• Any shortages/surplus will be met through the purchasing system.

3. Human resources:

Personnel Nos. Qualification

Manager & Cashier 1 Should have done hotel Management

from any Renowned institute.
Helpers 3 No specific skills required.
 Training will be provided to all the employees on a regular basis as per the
requirement.

4. Operations:
a. Proper safety and maintenance measures will be taken.
b. Fire extinguishers and other safety equipments will be made available.
c. Security guards will be appointed,
d. Quality:
High and consistent quality of products and services will be made available.

5. Other issues:
Licenses: The legal requirement for the venture includes obtaining the various
licenses like:
1. Food licenses
2. Shop and establishment licenses
3. Entertainment licenses.

ANALYSIS OF THE QUESTIONNAIRE:-

GENDER
 GENDER

MALE
FEMALE

INCOME

INCOME

120
100
80
60
40
20
0
Below 15,00015,000-30,000 30,000 &
ABOVE

OUTINGS SPENT WITH

 OUTINGS SPENT WITH

140
120
100
80
60
40
20
0
FAMILY FRIENDS TOURISTS

PREFERRED HANGOUT

PREFERRED HANGOUT

100

80

60

40

20
0
OTHERS HOME CLUB RESTAURANT
FREQUENCY OF VISIT

FREQUENCY OF VISIT

90
80
70
60
50
40
30
20
10
0
OCCASIONS WEEKLY MONTHLY EVERYDAY

LOCATION

LOCATION

160
140
120
100
80
60
40
20
0
NT

NT
T

T
T

N
N

A
TA

TA
TA

RT

RT
R

R
R

PO

PO
PO

PO
PO

IM

IM
IM

IM
IM

UN
ER

T
Y

NO
R

TH

R
VE

NO
I
NE
 VE VE
R R
Y Y
IM IM

0
20
40
60
80
100
120
0
20
40
60
80
100
120
140
160
PO PO

HYGEINE
R R
TA TA
N N
T T
ENVIRONMENT

IM
IM PO
PO NE R
I TA
R TH N
TA T
NE N ER
I TH T IM
ER PO
RT
IM NO A
PO R NT
RT UN
A NT
IM
NO PO
R

HYGEINE
RT
UN A
ENVIRONMENT

IM NO NT
PO T
RT IM
PO
A R
NT
TA
NO N
T T
IM
PO
R
TA
N
T
 VE VE
R R
COST

Y Y
IM IM

0
20
40
60
80
100
120
140
160
0
20
40
60
80
100
120
140
160
180
PO PO
R R
TA TA
N N
T T

IM IM
PO PO
R R
TA TA

QUALITY OF SERVICE
NE N NE N
I TH T I TH T
ER ER
IM IM
PO PO
RT RT
AN A
COST

NO T NO NT
R R
UN UN
IM IM
PO PO
RT RT

QUALITY OF SERVICE
A A
NT NT
NO NO
T T
IM IM
PO PO
R R
TA TA
N N
T T
PARKING FACILITY

PARKING FACILITY

140
120
100
80
60
40
20
0

NT
T

NT

T
T

N
N

A
TA

TA
TA

RT

RT
R

R
R

PO
PO

PO

PO
PO

IM
IM

IM

IM
IM

UN
ER

T
Y

NO
R

TH

R
VE

NO
I
NE

PREFERRED LOCATION

PREFERRED LOCATION

120
100
80
60
40
20
0
RAMDASPETHDHARAMPETH SADAR WARDHAMAN
NAGAR
KIND OF SERVICE

KIND OF SERVICE

200

150

100

50
0
TABLE SERVICE SELF SERVICE

CONCLUSION FROM THE ANALYSIS:-

With the detailed analysis of all the aspects of the project, we come to the conclusion that
this venture is feasible from almost all the aspects and at the same time it Promises to
provide a very fair return. Some of the findings are:-
1. There are more family visitors than the students and also many tourists.
2. Most of them prefer visiting this restaurant with there family.
3. The restaurant is a preferred hang out for maximum no. of people and maximum of
them have a taste for good food and different environment.
4. The finding also revealed that frequency of visit on a weekly basis was the maximum.
5. The survey also revealed the fact that location plays a major role in setting up any
venture.
6. The environment and hygiene level provided are very important and important
respectively for the people.
7. The cost, variety of food, music, parking facility, quality of service all plays an
important role.
8. Ramdaspeth proved to be the most preferred location for setting up the coffee shop.
9. Ninety percent of the people prefer table service as compared to self service
BIBLIOGRAPHY
1) website:
www.google.com
www.wikipedia.com
www.altavista.com
2) magazines:
Center spread
Happening Nagpur