Business
name:
“Kid’s point”
Description:
o Mission statement
To create a healthy relationship “sandwiched between” food and children.
o
Vision statement
Our vision
to build and maintain customer oriented culture that will encourage and nurture
service excellence through cleanliness, quality, and value to meet the
expectations of our customers. Moreover dedicate ourselves in providing the
highest quality food and service to children as well as their family. Promoting
a nutritious and healthier life style that exceeds our client’s expectations;
building a friendly environment where children would love to eat.
Goals and objectives of “kid’s point”
o
Market share:
Our
objective is to attain at least 10% of market share in the first year of “kids point”.
o
Sales:
Our goal is
to increase our sale every year by 10%.
o
Awareness:
Our goal is
to create 10-20% awareness among the customers in the initial six months.
o
Provision of quality food:
Our object
is to provide good quality and hygienic in comparison to other local restaurant
and we aim to bring continuous improvement through new cuisine, games etc.
Market Segmentation:
Primary: Children
from the age bracket 5-12 years.
Secondary: parents or elders accompanying their children
would be our secondary market as they are the ones who make the purchase decision
and have the buying authority.
Industry
Analysis
o
In the past five
years the restaurant industry has out-performed the national GNP 40%.
o
29% of the total
production and 17% of total employment in the food manufacturing sector.
o
Retail sales of
processed foods are expanding by 10% per year in recent years and are currently
estimated at about $2.4 billion.
Usage of fast food during the day
o
Lunch (44%)
o
Morning snacks
(40%)
o
Afternoon snack
(31%)
o
Dinner (19%)
o
Evening snack
(14%)
o
Breakfast (12%)
Consumption pattern
o
Annual
consumption of chicken, meat and beef in PAKISTAN 320 MILLION
KGS
o
Considering
present potential to be 3% in volume consumption 9.6 MILLION KGS
o
Raw would be
around 60% of total category 5.76 MILLION KGS
Competitor Analysis
Major competitors:
KFC
McDonalds
Other restaurants
Other restaurants
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