Group Members

AZEEM QASSIM HAFIZ UMAR FAROOQ FAHEEM UL HASSAN KASHAN AHMAD

L1F09BBAM2166 L1F09BBAM0170 L1F09BBAM2168 L1F09BBAM0135

Dedicated This Project to the Person, who told us how to do Business in Righteous Way, Our Holy Prophet HAZRAT MUHAMMAD ( Peace Be Upon Him )

&

To The Role Model for All businessmen Hazrat Usman-e-Ghani Shaheed

(May Allah Pleased With Him)

ACKNOWLEDGEMENT
All praise to Almighty Allah, The most merciful and Compassionate, With the willingness of whom we are able to Without whom we are nothing!

We are very thankful to Our Professor Mr. B.Malik He kept our morale high by his suggestion and appreciation; He was available to us whenever and for what ever we consulted from him.

Without his precious guidance and help we would never be able to develop this project

Table Of Contents

1. Executive Summary 2. Organization Profile 3. Mission Statement 4. Vision Statement 5. Envoirment 6. Macro Envoirment 7. Segmentation and identification of Target Market 8. Target Market 9. Consumer Behavior 10. Marketing Mix 11. SWOT Analysis 12. BCG Matrix 13. Product Life Cycle 14. Viability and Profitability 15. Function Of Departments 16. Business Process

Executive Su
We are going to open a service organization with a view to provide servants, Drivers, Cooks, Office boy, Kitchen Helpers, and Governess, in the city of Lahore, Pakistan. It will provide services that will best suits the people that are busy in there life and for working women, and those who want a trust worthy servant to serve them. We will purchase the license and permit from Chief Minister to legalize our business. The start of the business is not very high budgeted first it will open in major areas of Lahore and then it will be expanded in other parts of the city and ultimately in other cities of Pakistan. The business required little human recourses and not be easily control able, we have chosen the name for our organization as Servant Line . The theme and the reason behind our organization is that there is 2.9 Million people unemployed in Pakistan and they are seeking for the right jobs but they don t have a right platform, even they are capable of doing hard work. On the other side people who want servants, cooks and drivers are afraid of security threats. We are going to provide excellent security and trust worthy persons to the people who need them, which matters a lot. Our organization will definitely attract customers and they would like to contact us. It will urge both of them to get engaged with us as they both are needy. The difficulty in this business is to check the back ground and there clearance report from the society from where they belongs and police

station. We have worked a lot for it and developed a strategy for this to satisfy our self and our customers. Our Target Market is the Upper class, and upper middle class people who want servants, we are going to target the high end of the market according to our service and price. We have chose the Main Market Gulberg for our office, as it is centre of the Lahore and we can easily target upper class as it is near to DHA, Model Town, Faisal Town, Askari Colonies, Muslim Town, Garden Town, and there are many offices and apartments in gulberg as well.

Organization Profile
Organization name
We have chose the name Ser ant Line for our bus ness as it truly re resents our business and very easy to pronounce for the people who are uneducated.

Organization Place
We have chosen the main market gulberg for our office location, as it is the center of Lahore and we can easily target the upper class and upper middle class of Lahore. The areas such as DHA, Model Town, Gulberg, Askari Colonies, Johar town, Faisal Town, Cavalry, Muslim Town, Cantt, Garden town, and Wapda are approachable.

Organization Logo

Organization Slogan
The Care Takers

Departments
1. Services/Customer Department 2. Marketing Department 3. Investigation Department

Mission Statement
Our Mission is to make our customer feel secure.

Vision Statement
To be the best service providing organization in market by providing security and timely services to the customer and be recognized for that services, admired for commitment and trusted for security.

Objectives
1. The exceed the customer expectation by providing our best. 2. To expand our target market and market share.

Service Providing Companies

There is no doubt that there are only few companies in Lahore that are providing servants, cooks, drivers and specially security guards to people. But they are not well recognized, well managed, and well known to the customers, because they are not reliable and are doing it on small level. Their target market is not well defined and are failed to provide proper security to the customers. While we are entering in this industry after studying a lot about this industry and about the companies which are doing this business, we have seen that the companies which are providing security guards are much strong and having more than 80% market share, so that s why we are not entering in this particular market and decided not to provide security guards but we are willing to serve our customers by cooks, servants, drivers, office boy, at professional level and with a complete market strategy.

Envoirment
The actors and forces that can effect our business and marketing strategies is known as envoirment and can be categorized as

Micro Envoirment
The actors close to our company that can effect our ability to serve our customers, we can control these factors by our strategies and actions.

The Compan
The coordination between our department is vital because we have less resource and capital, our marketing and investigation department are playing major role because security is our top priority, and we have to provide the security as our marketing department promises with the customer, so our services department can be effected by our marketing and investigation department.

Supplies
We don t have any supplier because we our self search for unemployed persons and make them aware about our services and act as a middle man.

Competitors
There are only three known organizations which are doing the same business as we are doing, those companies are 1. Al sadiqiya 2. Rozgar 3. Mulazmat hi mulazmat Al sadiqiya is our top competitor because it is doing business from 3 years and have more experience in this field, but the advantage is this, that they are not doing it at high level and their marketing strategy is not strong, and they are also involve in marriage bureau. Rozgar is the regional company and provides its services in limited areas of Lahore. The third one is Mulazmat hi Mulazmat and it only providing office boys and drivers to the firms. And it is failed to provide security to the customers.

Competitive Edge
Our main competitive edge is that we have variety of services we are offering and the security we are providing. Our main priority is to provide security to our customer and to build there trust on us. One thing more is that we have a strong marketing budget as compare to other organizations and our marketing strategy is very good. Not a single

organization of this type is spending money on marketing sector, although it is back bone of every and particular this kind of business.

Customer
The customers are the most important actors in the company s micro envoirment, customers are categorized as

1. Consumer Markets 2. Business Markets 3. Reseller Markets 4. Government Markets 5. International Markets

The company might target any or all of five target customers, our organization is targeting the consumer market and business market. In consumer market we will capture those people who have busy life, working ladies, and the big families. On the other hand in business markets we will capture those business which need office boys and drivers.

Macro Envoirment
The macro envoirment consists of broader forces that effect the actors in the micro envoirment.

Demographic Envoirment
It is the study of human population in terms of size, density, location, age, gender, race, occupation, and other statistics. It is the most important factor for us as it is the study of people and people made the market. In this we further observer

Increasing Population
As all knows that the population of Pakistan is increasing day by day, and the population and unemployment have direct relation, if population increases the unemployment will also increases. So our business will provide jobs to those unemployed persons, on the other hand the people who have money and want to change there life style are moving toward Lahore, it is also an advantage for us, the more people move to Lahore, more they will need the servants and cooks and our business will boost.

Changing Famil System

The family system of Pakistan and specially of Lahore is changing day by day, in past the Grand Mother and Grand Father were supposed to be the family members, but now the trend in changing and family is considered to be only wife and husband. Due to this, the demand of servants, maids, cooks also increases to take care of there grand parents and parents. On the other hand, the dual income single kid is becoming common now a days, which means that both husband and wife are doing jobs and business, due to this the demand also increases to take care of their children, home, garden and kitchen.

The changing Role of Women

The role of women is changing day by day, the educated women are moving toward jobs and businesses, which results in more working women. This also increases the demand of our business as they will ask for governess and kitchen helper.

Political and Social Envoirment

Laws, Government agencies, and pressure groups that influence and limit various organizations individuals in a given society.

Increasing Legislation
Government has increased legislation for this type of business to increase the security, for this our company have to purchase a permit and license from Punjab Government and have to renew it after one year, for this the government will charge fees from us and make us legalized.

Segmentation and Identification of Target Market

Market Segmentation
1) Geographic: 1. MODEL TOWN 2. DHA 3. GULBERG 4. ASKARI COLONIES 5. JOHAR TOWN 6. FASIAL TOWN 7. CAVALARY 2) Demographics: Gender: Income: Occupation: male female 80,000 onwards Working ladies, Businessmen, Students, white collared

3) Income Level: According to the income level segmentation is done in this way
y Upper Upper level y Upper middle level y Upper lower level y Middle upper level y Middle Middle level y Middle lower level y Lower upper level

3. Psychographics Segmentation:
We will be targeting Upper and upper middle class of Lahore.

4. Behavioral segmentation:
Most people don t like to there work own, such as cooking, cleaning, driving, gardening and they want someone to do for them. On the other hand some people

are really needy and want some one to care for them such as working women.

Target Market
Target market helps to identify the major objectives and visions of the company within a specific area, specified by the company management.

 Lahore population = 10 million. (approx)  Target market population = 1 million (approx)  Upper and upper middle class = 0.8 million (approx)  Those who already have = 0.6 million (approx)  Unsecured customers = 0.2 million(approx)

CHARACTERISTICS OF TARGET CUSTOMERS

There are many working women and dual income concepti is there, most of the people are doing white collar business.

TARGET MARKET: The standard of living is growing day by day and working women and men are increasing. For targeting the market we have used the strategy of multiple segments. We have targeted our market into two segments i.e.

Business Market Office,small scale resturant

Consumer Market Homes, Working women

MARKETING OBJECTIVES: Servant Line has some Financial & Non-financial objectives to sustain in the services market as the market leader.

FINANCIAL OBJECTIVES:
y Market Share

Servant Line services company want to increase its market share and capture as many people as it can.
y Profit

Servant Line wants to maximize its profit by increasing its market share. We want to attain a 10% profit margin of our services.

NON-FINANCIAL OBJECTIVES:
y Solid Image y Customer Satisfaction y Customer Retention

SOLID IMAGE: We want to maintain our strong business image & company good will through providing best quality of services. We also want to decrease the unemployment rate of Pakistan by providing more and more jobs.

CUSTOMER SATISFACTION: Complaints To achieve Customer Satisfaction, we want to get close to our customers by receiving their suggestions & complaints by providing customer care & E-mail addresses to fulfill this purpose. We will try to response against these as soon as possible.

CUSTOMER RETENTION: The key to Customer Retention is Customer Satisfaction. So, by satisfying our customers we want to increase their reliability and trust. We are adding new services for customer value.

Consumers behavior
We are going to target consumer market because customers will purchase our services for their personal use.so we must have knowledge about the characteristics that can affect consumers behavior. These characteristics are

Buyer s culture
Cultural shifts have a lot of potential benefits for our business. Because the role of women in our society is changing very quickly, so we can easily enjoy the benefits of this change. Working women are increasing day by day and they prefer jobs rather doing work in their homes. Some years back the role of women was to cook meal food for their family and manage their houses, but now a days they prefers increase their family income rather than cook food or manage homes. They required a person who can do all these tasks but they are afraid of any fraud. So we can easily target these families who are suffering with insecurity.

Social class
In our target, most of people belong to similar social class because have high income as compare to others parts of Lahore. So we can easily target the social class that is educated, white collared, business class because these

social classes have need as well as potential to purchase our services.

Role and status

First, Most people of our target market belong to upper class. To maintain their status they need a lot of servants in their homes. And second these people have such roles in their society so that cannot give proper time to their families and need servants to manage their homes.

Family
In our society, generally wife has great emphasis on decision making process of family. So we can focus females in our advertisement and promotion campaigns because tasks like Cooking are purely associated with females.

Occupation
As A person s occupation affects the goods and bought. So our main focus will be executives and White collars.

Lifestyle
The life style of people is changing day by day, working women are increasing day by by, and the trend of having any shelf and cook in home is becoming very common and popular in upper class people, and because there is busy life style, the need of Gardner, driver is also increasing, which is a

positive effect for our business and a great opportunity to survive,

Buyer Decision Behavior:

Buying behavior of our customers will be Complex Buying Behavior because their purchase involved risk, a lot of money as well as they are not going to hire employees daily. So as marketers, we will help customers to learn about our serviceclass attributes and relative importance. And we will differentiate our services features in our marketing campaigns i.e. how they will feel themselves more secure by hiring employees through us.

Buyer Decision Process:

We are the first movers in this kind of business in our target market. The consumer will go through the following stages during the process of adapting our services so need to help consumers through these stages. Awareness helps the consumer to get to know our services as soon as possible. Interest we will provide information to our targeted consumers through media campaign when they are seeking information about us. Evaluation then consumers will considering our company while hire employees

Trial consumer will hire some of employees through our company Adoption this is our target. Whenever they will hire, they will hire through us. We hope that will take our target customers at trial stage in no time through our effective media campaign.

Marketing mix

We are going to blend these controllable tactical marketing tools to produce our desired response in the target market.

Product
we are not only providing servants, Drivers, Cooks, Office boy, Kitchen Helpers, and Governess. We are also providing reliability and assurance to our customers.

We will make a contract with our customers according to which our customer can hire another employee without paying something if he is not satisfied with the previous one. This contracts duration will be 6 months. This will help us to delight our customers.

Price
We Charge 50% of employee s first pay from our customers to whom we provide employees. We also charged 10% of the salary from employee.

PROMOTION
A company like service line is introduced first time in Pakistan, so we must make sure that people must get awareness of its services. For this, the service must be promoted in an appropriate manner. Following techniques will be used for promotion:

Public A areness:
We must make sure that population of the target area getthe knowledge of service provided by our company. This can be done by throwing pamphlets along the

newspapers on Sundays to get people known about our service.

Adds on cable:
As media is one of the strongest medium to attract people. So advertisement on cable will be one of the best way to promote our business in our target area.

Road Banners:
We will use road banners at the sides of all busy roads in our targeted area. Each banner contains necessary information about our services.

Newspaper:
Next we have chosen newspaper as a medium of search for unemployed persons. It provides good local market coverage; broad acceptability as all classes can easily buy newspaper; it also has high believability, as it is a good source of all important news.

Posters
We will stick posters at local bus stands, Railway station and walls, so that the person who needs job can easily contact us.

Placement
We are opening our office in Gulberg main market, as it is the centre of Lahore. We can easily cover the most of the area of Lahore.

SWOT ANALAYSIS
Internal Factors
Strength:  First movers  Security conscious  Effective advertisement campaigns  Distinctive from others  Proper planning  Strongest effective bundling services in the industry. Weakness:  Lack of experience  Lack of awareness among the target market.  Communication gap.  Mostly expenses consist of fixed expenses  Small target market  Risky business  Imitation of investigation process

External Factors
Opportunities:  Growing population and unemployment  Few and weak competitors  Expansion of distribution net work

 Introduction of new services  Capturing of rural areas  More working women  Increasing upper middle class  More white collared labor Threats:  Government Regulation :in future may be followed strict rules due to increasing security threats  Competitors  Less awareness of the product  Experienced competitors  Increasing potential risk  Market segment growth could attract new entrants  Decreasing purchasing power

BCG Matrix
Hi M R ET SH RE Low

ST
High

QUESTI

M R

ANTICIPATED GROWTH RATE

SH

Low

Explanation
Our business lies in question mark because it is in initial stage and don t have market share, but its growth rate is high as we have opportunity to capture market. We are also making strategies and investing on it to push it in star and then cash cow.

Product Life cycle

Explanation
Ever business in market has five stager, from its initial stage to the end. The first stage is development and the second one is introduction, our product lies in between the, because the idea and the plan is being developing and will be soon introduce in market. According to our expectations, market survey and opportunities we have, our business will soon reach to growth and maturity and we will try to change our strategies as per the demand of our customer to maintain our business at maturity as long as we can.

Viability & Profitability

Total capital which was available to us was 500,000 and we were supposed to start a new and innovative business which should b profitable and viable. We have used the capital as

Investment required Office Advance License fee Registration fee Furniture Office (Furnish Information board) Banners Advance for Residence (Servants) Office rent Residence rent Bills (electricity & telephone) Adds on news papers Adds on cable Pamphlets Cash on hand Total investment required 100,000 15,000 50,000 20,000 10,000 10,000 30,000 3000 10,000 25, 000 30,000 5,000 20,000 328.000

Capital expenses Advance (office) License fee registration fee Furniture Office (furnish information board) Banners Advance for residence Total capital expenses 100,000 15,000 50,000 20,000 10,000 10,000 20, 5000

Fixed expenses Office rent Residence rent Bills (electricity & telephone) Adds on news papers Adds on cable Pamphlets Total fixed expenses 30,000 3000 10,000 25, 000 30,000 5,000 103,000

Variable expenses Investigation and other expenses - 200 per person

Revenue No of person recruited (Approx) 30 per month Average payCommission from employees (10% of pay) Commission from customers (50% of pay ) Total revenue 9,000 27,000 135,000 162,000

Break even Point Break even point = Fixed costs / (S. price = 103,000 (5400 - 200) = 20 employees V. expenses)

Profit calculations Revenue Variable expenses Gross profit Fixed expenses Net expected profit 162,000 6,000 156,000 103,000 53,000

Return on investment Return on investment = 53,000 x 12 328.000 =198.9%

Viability As described in profit analysis, there is a very little variable cost with this business. Major part of investment needed will be for fixed expense and capital expenses. We are expecting such large revenue that can easily cover our fixed and variable expenses. Due to high unemployment in Pakistan and fast growing upper middle class, we can attract number of customers. We are expecting Revenue of 162,000 while Variable expenses of only 6,000. Our gross profit will easily covers Fixed expenses of 103,000 we will get profit of 53,000. So we can say that our business will be feasible. And our return on investment will be 198.9%

Function Of Departments
Our business have three departments, and each department has a vital role to play and it can t be survive with a absence and negligence of any department. Function of every department is defined. Services / Customer Department It is the top most department of our business, any new or existing customer have to contact with the services department for any complain and information. Secondly, making agreements between the customer and the servant is the responsibility of this department. This is the responsibility of the department to make customer satisfy and charge commission from them, and it is up to them that how much maximum they can charge from the customer, as per the policy of our business the minimum percentage has been set to 50% from the customer and 10% from the servant. Function of Service and Customer Department 1. Make Agreement between customer and servant. 2. Satisfy the customer 3. Charge Commission 4. Deal with customers

Marketing Department Marketing department is key department of any business. Much of the success of the business is depends on marketing department and how it works. Our marketing department is making marketing strategies for our business and working on how to go with that by using any medium of advertising. It is also engaged to tell about our services and business to the people who need jobs, because they are our raw material in other words. More over they are answerable to 1. Make marketing strategies. 2. Make adds, billboards, pamphlets, and sign boards. 3. Make Posters for the servants. 4. Give adds on News paper and Cable Investigation Department This is our most important department as security is top most priority and that s why se say Care Takers . This is the duty of the investigation department to investigate about the person and make it clear in every test. It is a very sensitive process and need so much care. 1. To investigate about the job seekers 2. Conduct there interviews 3. Investigate from police station

Business Process
Contact with the customer In our business process, first we contact with the person through our marketing and advertisement, this is not direct contact but indirect contact with the customer, through which customer came to now about our services and policies. Contact with job seekers or servant As we contact with our customers through our advertisement and marketing, we also contact with job seekers and servants through posters, bill boards, and banners, and make them sure that they will get a job by contacting us. Respond the customer When customer got aware about our services and business they contact with us and tell us there demand about the servant, maid, driver, cooks, office boy, or governess. We also make them sure that for how much period they want servant. Then we note down there requirement and search the best option for them.

Search For Best Option After noting the requirements of customer we search the best option for them. Investigate the people who applied for Job Security is our top most priority, that s why we should be very care full while we investigate the people. So we have divided our investigation.
i. Fill an Application

When a person apply for a job, we request him to fulfil the application in which he has to fulfill the following requirements a. His full name b. Father Name c. Father and Family Occupation d. Complete Address e. Where he was employed before coming here f. Name of the owner g. Address of that owner and house h. Mobile number for that Owner i. His personal Mobile Number

i.

Things to be attached with a. Copies of ID card b. Father ID cards copy c. Written Approval from previous owner d. Clearance certificate from located police station e. Written approval from Nazim of the society

Make an Agreement When we found the best option for our customer, we call him or her and make an agreement of six month, according to that agreement if customer is not satisfied with that servant with in 6 months, than he can heir a new one with out paying any charges.