MARKETING ISSUES IN PAKISTAN

History:
The restaurant debuted in the city by the
sea in 1992 as a simple coffee bar but has,
over time, made its mark as the go-to place
for savory and affordable steaks and
burgers.
The outlet comes to Islamabad after a
decade of success in Karachi and Lahore.

Product portfolio:
Brunch, Lunch and Dinner items along with
coffee as their specialty.
Burgers & Sandwiches, Char Grilled Steaks,
Chicken, Cold beverages, Mouthwatering
Deserts, Pastas, Roasters Gourmet Coffees,
Seafood, Soups and salads, Spatiality drinks
and Starters
Competitors:
Atrio, Caf Peperica, KC Grill, Zefra

Nature:
Fast food Restaurant
Field of concentration:
Roasters with a platter for starters and
their jalapeno beef burger as their best
selling items, and the molten lava cake
and caramel latte star dessert and coffee
respectively.

Bargaining Power
Of Suppliers
Low:
People of this segment that
roasters is targeting
want taste and quality
first that is why they
compromise the
price factor.
High:
People might prefer fast
foods like McDonalds and
Des Perdes and so on
High:
This business is very
attractive and costumers have
so many options and
substitutes that they might as
well prefer low price offering
with good
High:
This business is very
profitable and people will
never stop visiting new
restaurants.

Mild:
There are a lot of suppliers for
this business and restaurants
might switch towards the lower
costing suppliers.
Future Endevours:
They want to start their
restaurants in other cities of
Pakistan as well in future.
And as their unique selling
preposition is their large
size burgers and steaks they
intend to maintain this and
their quality.

Current Situation:
Roasters profitability itself is
very good as it is very well
known in the three cities i.e.
Karachi, Lahore and Islamabad,
and is mostly visited by the
upper-upper and upper middle
class.
But through our survey
conduction we came to know
that there is a problem of
employees dealings with
costumers, because of less
individual attention given,
many costumers are dissatisfied
with the services that Roasters
provide.

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Attribute Prefence data
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Research Methodology
Sample Size:
100 customers
Research
Methodology:
Questionnaires

Purpose:
To find out which attributes of
Roasters services are not
satisfactory as rated by the
customers.


Research Question:
Where does Roasters Lack in providing their
restaurant services

Data Analysis Techmique:
SPSS
H0= There is no relationship
between Reliability and Customer
satisfaction
H1= There is a significant
relationship between Reliability and
Customer satisfaction
First
H0= There is no relationship
between Tangibility and Customer
satisfaction
H1= There is a significant
relationship between Tangibility and
Customer satisfaction



Second

H0= There is no relationship
between Responsiveness and
Customer satisfaction
H1= There is a significant
relationship between
Responsiveness and Customer
satisfaction


Third
H0= There is no relationship
between Assurance and Customer
satisfaction
H1= There is a significant
relationship between Assurance and
Customer satisfaction

Forth

Research hypothesis

Fifth:
H0= There is no
relationship between
Empathy and Customer
satisfaction
H1= There is a significant
relationship between
Empathy and Customer
satisfaction
This tells that how much the Dependent variable (customer Satisfaction) is explained by the
Independent Variables. Here, the R tells that whether the chosen variables have covered
satisfaction properly or not? In the figure, R square is .515 and Significance = .000 which means
that the chosen variables have covered Satisfaction properly and the Model fits.

.000 tells that the data is significant i.e. independent variables are
correctly predicted in relation with total satisfaction
The most important dimension in the eyes of its customers is Empathy when it comes
to satisfaction. i.e. here Employees understand your specific needs has the highest
mean which is 3.78 in this dimension. Thus, if Roasters want to increase the Customer
Satisfaction and suppose it spends $1 on Empathy, the improvement on satisfaction will
be .503 and if it spends $1 on Responsiveness, the improvement on customer
satisfaction will be .141 and so on.

1. The table of coefficients tells us that the
customer satisfaction is highly dependent
2. upon empathy, which was our fifth hypothesis
so in our fifth hypothesis Ho is rejected and
H1 is accepted.
1. Then this table shows that the customer
satisfaction is dependent upon responsiveness
so in our third hypothesis Ho is rejected and
H1 is accepted.


2. Then this table also tells that the costumer
satisfaction is dependent somewhat upon
assurance so in our forth hypothesis Ho is
rejected and H1 is accepted.

4. Then this table tells that the
customer satisfaction is to some
extent dependent upon reliability
so in our first hypothesis Ho is
rejected and H1 is accepted.
5. Lastly this table tells that a small
proportion of customer
satisfaction also depends upon
tangibility so in our second
hypothesis Ho is rejected and H1
is accepted.
New Strategy
Advertisement
showing
empathy factor

Medium size
burgers



Training
programs


Segmentation
Activities
Interest Opinion Demographic
Segment 1
(upper-
upper)
Work in their
own firms and
businesses,
attending
parties,
Travelling
(visiting
abroad)
Sports, get
together, as
business
meetings and
families,
parties, using
social media,

Wants healthy
delicious food
with a wide
range of variety
and high
quality, prefers
continental
Gender: Male,
female
Income:
Rs.1lakh
onwards.
Segment 2
(upper-
middle)
Jobs,
Households,
grocery
shopping,
looking after
babies
Watching
television,
using social
media, dine inn
with families

Wants to have
healthy
delicious food
with a wide
range of variety
and high
quality, prefers
continental
Gender: Mala &
female,
Income:
Rs.60,000 and
above
Segment 3
(Students)
Attending
Colleges and
universities,
social media,
television,
hang outs
Hangouts with
friends and
families, novel
reading,
blogging,
gadgets, driving
Wants to have
affordable and
tasty food at
standardized
restaurants
Gender: Male
and female
Age: 15-23
Income: Pocket
money (2000-
5000 monthly)
We are targeting a new segment as well through
adding a new product line in which the roasters
can offer smaller or medium sized burgers and
steaks and lowering their prices so that they can
attract this new segment consisting of students.
For this new segment targeting, advertising is
required mostly billboards outside colleges and
universities.



Now for positioning, advertisements showing empathy of
costumers through our new tag line.

Tag line: Roasters, Feel Hospitable

Through training programs for the employees they will be
better able to provide best costumer services.
Also if the employees are not providing upto the mark services
roasters need to identify the issues and solve them.