Entrepreneurship Case Study
Salman Yousaf Misbah Abbas
Talha Khalil Sherani Talha Shaheer Ahmad
MS 381
Table Table of Contents Contents Current Business Analysis:..............................................................................................................4 1.
Situation Situation Analysi Analysis:.... s:........... .............. ............. ............. .............. .............. ............. ............. .............. .............. ............. ............. .............. .................. ....................4 .........4 A.
External External Environment Environment:..... :............ .............. .............. ............. ............. .............. ............. ............. .............. ....................... ................................4 ................4
B.
Corporate Corporate Review:.... Review:........... .............. .............. ............. ............. .............. .............. ............. ............. .............. ............. ............. .............. .............. .............5 ......5
C.
ro!u"t Cate#ory Cate#ory Review:..... Review:............ ............. ............. .............. .............. ............. ............. .............. .............. ............. ............. .............. ..............$ .......$
%.
Competitive Competitive Analysi Analysis:.... s:........... .............. .............. ............. ............. .............. ............. ............. .............. .............. ........................ ...........................8 ..........8
E.
Consumer Consumer Analysis Analysis:..... :........... ............. .............. .............. ............. ............. .............. ............. ............. .............. .............. ............. ............. ................. ...........8 .8
&. S'() Analysis:......................................................................................................................* Stren#t+s:.................................................................................................................................* 'ea,nesses:.............................................................................................................................* (pportunities:........................................................................................................................1)+reats:..................................................................................................................................13. Strate#i" lannin#:.................................................................................................................1a.
Mar,etin# Mar,etin# (/e"tives: (/e"tives:....... ............. ............. .............. .............. ............. ............. .............. ............. ............. .............. .............. ............. ................... ..............1.1-
.
Mar,etin# Strate#ies:..................................................................... ................. ......... ................ ............ ....11-
".
)ar#et )ar#etin# in# an! se#mentin#: se#mentin#:...... ............. .............. ............. ............. .............. .............. ............. ............. .............. ....................... ...........................11 ...........11
!.
Competitive Competitive A!vanta#es A!vanta#es:..... :........... ............. .............. .............. ............. ............. .............. ............. ............. .............. .............. ............. ..............1 ........11 1
e.
ositionin# ositionin# an! Bran!in#:.. Bran!in#:......... ............. ............. .............. .............. ............. ............. .............. .............. ............. ............. .............. ...................1 ............11 1
4. Mar,etin# Mix:......................................................................................................................11 ro!u"t:..................................................................................................................................11 ri"e:......................................................................................................................................11 la"e:......................................................................................................................................1& romotion:.............................................................................................................................1& 5. Controllin# an! Evaluation:...................................................................................................1& a. 0ore"astin#:........................................................................................................................1& . Bu!#etin#:.................................................... ........................................................ ......................................................................1& ..............1& ". Evaluation:.........................................................................................................................1& 0uture o Savour 0oo!s.................................................................................................................13 Su##estions or 0urt+er 2mprovement o Business:......................................................................13 Story ine o Savour 0oo!s...........................................................................................................14 Beore Startin# a Business:........................................................................................................14 1a#e
0irst 5 ears o Business: 67i!eo 1 8:-1*:489.......................................................................14 Current Business Situation:.......................................................................................................14 0uture Business Strate#y:..........................................................................................................15 Savour 0oo!s................................................................................................................................1; Case Stu!y.....................................................................................................................................1; Savour 0oo!s Case Stu!y:............................................................................................................1$ (verview:..................................................................................................................................1$ Resear"+ Met+o!olo#y:.............................................................................................................18 R(02E (0 )
ESS:...............................................................................................18 Con"lusion:................................................................................................................................18 )+e Case Stu!y:.........................................................................................................................1* iterature Review..........................................................................................................................&3 Con"lusion:................................................................................................................................&; Reeren"es......................................................................................................................................&$
&a#e
Savour Food’s Current Business Analysis
3a#e
Current Business Analysis: Savour 0oo!s? is one o t+e amous eatin# pla"es o Rawalpin!i an! 2slamaa!. Most o t+e population o twin "ities is aware o @Savour 0oo!s?. 2t is lo"ate! in populate! area o Rawalpin!i an! 2slamaa!. Savour 0oo!s is provi!in# a,istani as well as ast oo!. )+e a,istani oo! in"lu!es ulao ,aa an! C+i",en roast w+ile ast oo! in"lu!es Bur#ers an! ries. 2"e "ream is also sol! at Savour 0oo!s ran"+es. Mo+amma! >aeem C+au!+ary is a Business 2"on o t+e usiness "ommunity o 2slamaa! an! Rawalpin!i. aeem C+au!+ary realie! t+e nee! o t+e emer#in# "ustomers at lar#e.
1. 1. 1. 1. 1. 1. 1. 1. 1. 1. 1. 1. Situation Analysis: A. External Environment: i.
e!ulatory:
A re#ulatory a#en"y also re#ulatory aut+orityD re#ulatory o!y or re#ulatorF is a puli" aut+ority or #overnment a#en"y responsile or exer"isin# autonomous aut+ority over some area o +uman a"tivity in a re#ulatory or supervisory "apa"ity. i,e C%AD R%AD aor unions "an ae"t t+e Savour oo!s strate#ies an! poli"ies. Savour oo!s wor, a""or!in# to t+ose Re#ulatory o!ies laws. 4a#e
ii.
"oliti#al:
Savour 0oo! is a,istani as well as ast oo! eatin# pla"es. 2ts poli"es are ae"te! i t+ere is unstale politi"al environment. Savour 0oo! +as ull support o #overnments to manua"ture +ealt+ier an! uality oo!s or tar#et mar,et an! t+ey +ave ma!e si#nii"ant "+an#es in pro!u"ts a""or!in# to t+e "ustomers nee!s. iii.
$#onomi#:
)+e E"onomi" mar,et s+are or Savour 0oo!s in ast oo! "+ain is &&G. '+ereasD t+e mar,et s+are Savour 0oo!s in ulao is almost 85G as t+at o 2slamaa! an! Rawalpin!i. )+e e"onomi" #rowt+ o Savour oo! is 3.5 G in &-14. )+e sales o Savour oo! per !ay are 3 million rupees in one ran"+. iv.
So#ial
Savour oo!s are preparin# oo!s pro!u"ts a""or!in# to so"ial an! "ommunity stan!ar!s as le#al an! +ealt+ier or people. So in t+is way tar#et mar,et an! people are more satisie! wit+ t+eir pro!u"t. v.
%nternational:
Savour oo!s is a lo"al a,istani Restaurant an! ast oo! eatin# pla"e an! +ave not yet ran"+ in any ot+er "ountry. But in uture t+ey want to start also in ot+er "ountries li,e =AE et".
B. Corporate Review: i.
Mission:
To be leader in Quality food at most reasonable prices and preferred choice of enthusiastic manpower. ii.
Moto:
To provide quality and clean Pakistani food specially and fast food generally at reasonable prices. iii.
Strate!i# intent:
Savour oo! is a ast oo! eatin# pla"e. 2n past years t+ey pro!u"e! est uality pro!u"ts to t+eir "ustomers. 2t in!i"ates "ompany "orporate plan t+at "ompany promise to !eliver est uality pro!u"ts w+i"+ are +ealt+ier or lie. )+e Savour oo! is ale to "reate value amon# "onsumers y intro!u"in# new pro!u"ts "ontinuously wit+ usiness pro"ess. iv.
Cor&orate "lan :
5a#e
Savour oo!s tar#et +ealt+ "ons"ious people as t+eir tar#et mar,et t+an t+ey provi!e est ualityD tastyD +ealt+ier oo! to t+eir "ustomers. Savour oo! +as use! as a usiness plan to a"+ieve #oals. )+ey "an "+an#e t+eir pro!u"ts a""or!in# to "onsumers nee!s. Mar,etin# plan o Savour oo! "onsist o to pro!u"e est uality pro!u"ts in aor!ale pri"e or typi"al mar,et t+ey use est promotion sour"es to intera"t wit+ "ustomers. v.
'on! term !oals
)o expen! usiness to all over a,istan. )o expen! usiness to ot+er "ountries. )o en+an"e t+e value o ran! name. )o #enerate more proit an! in"rease t+e annual e"onomi" #rowt+. )o satisie! t+eir "ustomer wit+ ualityD +ealt+y tasty oo!s. vi.
(b)e#tives:
• •
vii.
Savour oo! restaurant o/e"tive is to e t+e a,istans lar#est an! est ran!e! oo!s usiness pro!u"e wit+ est uality pro!u"ts. )o uil! trust an! stron# usiness relations+ip wit+ "onsumersD #overnmental an! aut+orities. 2ntro!u"e new pro!u"ts an! tasty oo!s. Monitor perorman"e an! results an! ma,e "+an#es to a"+ieve reuire! #oals.
(r!ani*ational Chart:
C. C. C. C. C. C. C. C. C. C. C. C. C. C. Product Category Review: i.
+eneral ,es#ri&tion:
;a#e
Savour oo! is one o t+e lar#est ast oo!s restaurant. Savour oo!s provi!e pro!u"ts w+i"+ are +ealt+ier an! !eliver est uality pro!u"ts to t+eir "ustomers. )+ey !o not use any +armul in#re!ients. So t+eir pro!u"ts are or all peopleD a#es an! #en!er. All pro!u"ts are a""or!in# to Customers nee!s an! wants. So +ere "ustomers are more satisie! wit+ taste o Savour oo!s. ii.
Sales Trends:
eople in now a !ays more "ons"ious aout t+eir !iets an! +ealt+. Savour oo!s intro!u"e est uality ran!s w+i"+ are +ealt+ier an! tasty. Ma/or s+ares o ran!s a""or!in# to or#ani" #rowt+ are: ulao ,aa 13GD C+i",en roast 1-GD Bur#er an! ries 11GD Har!a an! I+eer 1&G J i"eK"ream 1-G. iii.
,istribution:
Savour oo! +as its own !istriution networ, wit+ all transportation a"ilities. )+ey transport t+eir raw materials an! supplies to its own ran"+es. )+e !istriution pro"ess "onsist o ollowin# steps: Raw materialD manua"turerD pro"essin#D pro!u"tD pa",a#in#D transportationD !istriutorD "onsumers an! "ustomers. iv.
"ri#in!:
ri"e !epen! upon t+e mar,et o pro!u"t. Savour oo!s "+ar#e air pri"es a""or!in# to t+e pro!u"t ualityD "ompetition in t+e mar,et an! t+ey ma!e pro!u"t a""or!in# to t+e uyin# power o t+e "ustomers e.#. ulao ,aa sin#le 1;- Rs er pa",etD C+i",en roast 48- Rs in Rawalpin!i an! 2slamaa! ot+. v.
"a#-a!in!:
Savour oo! use! est material or pa",a#in# o pro!u"t in or!er to prevent oo! waste an! avoi! to !ama#e environmentD 2t also avoi!e! t+e wasta#e o pa",a#in# material. Savour oo!s !esi#n pa",a#in# in su"+ a way t+at it attra"t "ustomers to uy t+e pro!u"t.
D. Competitive Analysis:
$a#e
i.
,es#ri&tions of ma)or #om&etitors stren!th and ea-ness:
Competitors are t+ose entrepreneurs w+o are also en#a#e! in t+e same nature o usiness. 1. Com&etitors in i#e: Ri"e
)+ese all provi!e same pro!u"ts li,e Savour oo!s an! use! est !istriution sour"esD ma,e "+an#es in pri"e o pro!u"ts to "+allen#e Savour oo! in t+e mar,et.
ii.
Brand "ositionin! and advertisin!: 1. Media S&endin!:
Savour oo! me!ia spen!in# rate is lower t+an t+eir "ompetitorsD li,e Ma"!onal!D I0C uses expensive an! all me!ia sour"es an! savour oo! /ust uses lo"al an! less me!ial sour"e. So it is aout ;5G less me!ia expense t+an I0C.
/. Sales "romotion:
2t was one o t+e est a!vertisin# "ampai#n use! y "ompanies to attra"t "ustomers. Savour oo! !one t+e promotion o t+e pro!u"ts very smartly at t+e startin# o t+e usiness in Rawalpin!i an! 2slamaa!. Savour oo!s try to positionin# t+at t+eir pro!u"ts are or all a#es an! +ealt+ier or everyone in t+is way t+ey attra"t lar#e mar,et in ot+ twin "ities.
E. Consumer Analysis: i.
,emo!ra&hi#al Fa#tors:
2 we loo, on Savour oo! restaurant !emo#rap+i" se#mentation t+en we will in! t+at t+eir some pro!u"ts are or everyoneD people rom any areaD "ultureD a#eD an! any elies et". ii.
Brand 'oyalty:
8a#e
A""or!in# to latest resear"+ Savour oo! restaurant is one o t+e most love! restaurant all over in Rawalpin!i an! 2slamaa!. 2t is !ue to t+e "onsumers ran! loyalty. )+e mission o Savour 0oo! is to provi!e "onsumers wit+ t+e est tastin# an! uality ran#e o oo! rom mornin# to ni#+t. )+ey are provi!in# est uality pro!u"ts to t+eir "ustomers. 2n t+is way "ustomers e"ome loyal t+ey pur"+ase less "ompetin# pro!u"ts availale in mar,et. iii.
"ur#hase ate :
Savour oo! restaurant provi!e pro!u"ts w+i"+ are +ealt+ier an! tasty. 2n t+is way t+ey attra"t +ealt+ "ons"ious people ater !eliverin# est uality pro!u"ts t+eir "ustomer e"ome ran! loyal. )+ey pur"+ase Savour oo! pro!u"ts an! #ivin# preeren"e to t+eir pro!u"ts amon# "ompetitors pro!u"ts. ur"+ase s+are o some Savour oo! pro!u"t are: Ri"e &-.3 GD mil, an! i"e "ream pro!u"ts 1;.$G. Col! !rin,s 13.5GD 'ater ;.*G J C+i",en 1&.8G et".
/. S0(T Analysis: )+e purpose o S'() analysis is to !etermine t+e Stren#t+sD 'ea,nessesD (pportunities an! )+reats in Con"erne! usiness. 2t +elps to ,eep t+e usiness on tra", an! proitale an! also +elps to a"+ieve t+e !esire! #oals o any or#aniation. 2t also +elp to !evelop strate#y an! will rele"t t+e reality i an or#aniation analye on t+e asis o a"ts an! i#ures.
Strengths: • • •
• • • • •
reat taste. oo! uality oo!. )a,e +ome ui", or!er servi"e. %ierent pa",a#es or !ierent "ustomers. Reasonale pri"es. Sui"ient wit+ respe"t to uantity. =se o te"+nolo#y in pro!u"tion o S+ami ,aa. 2!ea a!option rom orei#n restaurants. Stron# ran! name in 2slamaa! an! Rawalpin!i
ea!nesses: • • • • •
2naility to provi!e uality servi"es in rus+ +ours. a", o ,nowle!#e aout t+eir "ustomers. a", o relations+ip uil!in# wit+ "ustomers. imite! to "ertain areas. (nly in t+e "ity o 2slamaa! an! Rawalpin!i.
*a#e
"pportunities: •
•
•
Many people are livin# at !istant pla"es rom t+e Savour 0oo!s ran"+es. An! "ustomers +ave to travel +u#e !istan"e to rea"+ t+e ran"+. SoD t+ey "an open ran"+es in many areas o 2slamaa! an! Rawalpin!i. eople rom a+ore a!mire t+e taste o Savour 0oo!s an! are votin# on t+e internet to open Savour 0oo!s t+ere. Many "ities o a,istan are untappe! an! t+ey also la", uality. )+e Savour 0oo!s "an tap t+em as well. i,e t+ey +ave intro!u"e! Har!a in t+e pro!u"t !ept+. )+ey "an intro!u"e ot+er pro!u"ts as C+inese ri"e.
#hreats: • • • • • •
2nlation. oliti"al instaility. 2n"rease! sales tax rate.
. Strate!i# "lannin!: a. $ar!eting "%&ectives: Savour oo! restaurant usiness o/e"tive is to provi!e an! mar,et its pro!u"ts in a way t+at "reates value t+at "an e sustaine! over t+e lon# term or ownersD employeesD "onsumersD usiness partners an! national e"onomies in w+i"+ Savour oo! restaurant operates?. )+e aim o t+e "reatin# values or t+e "ompany in"lu!e wit+ improve usiness "on!ition or t+e irm. )o otain more reliale an! +i#+ ualiy sour"e o raw materialsD improve! #overnment un"tionin# an! re#ulatoryD employe! s,ill an! loyal wor,or"e an! superior uality pro!u"ts w+i"+ su""essully "omplete.
%. $ar!eting Strategies: Savour oo! !eine Mar,etin# as t+e so"ial pro"ess y w+i"+ t+ey otain w+at t+ey nee! an! want t+rou#+ "reatin# an! ex"+an#in# values wit+ ot+ers. Mar,etin# strate#y in"lu!es: • • • •
1- a # e
c. #argeting and segmenting:
Tar!et Mar-et : Savour 0oo!s? +as tar#ete! t+e mi!!le "lass an! upper mi!!le "lass "ustomers in Rawalpin!i an! 2slamaa!. Espe"ially t+ey +ave tar#ete! t+e wor,in# "lass o t+e private se"torD stu!entsD small an! me!ium entrepreneurs an! t+e ot+er or#aniations. Mar-et Se!mentation: Savour 0oo! +as !ivi!e! t+e mar,et #eo#rap+i"D !emo#rap+i"D psy"+o#rap+i"D e+avioral se#ments an! a""or!in# to t+e nee! an! !eman! o t+eir value ale "ustomers. 0or t+isD t+ey +ave ma!e !ierent !eals at !ierent pri"es t+at t+e in!ivi!ual "ustomer an! "ustomers in #roups "an or!er a""or!in# to t+eir !eman! an! nee! o pro!u"ts.
d. Competitive Advantages: • • •
ea!in# in ri"e an! ast oo!. Best uality pro!u"ts to "apture lar#e +ealt+ "ons"ious mar,et )+e resear"+ an! !evelopment "apailities allow t+e Company to lea! t+e way in innovation amon# its "ompetitors
e. Positioning and Branding: As Savour 0oo! tryin# to positionin# t+at t+eir pro!u"ts are or everyone an! +ealt+ier or +ealt+. )+ey !o not use "+emi"als an! +armul in#re!ients w+i"+ are also +armul or +uman ein#s as well as environment. 2n t+is way t+ey attra"t +ealt+ "ons"ious lar#e mar,et.
2. Mar-etin! Mi3: Product: Savour 0oo!s provi!es wi!e ran#e o a,istani oo!s nutritious an! +y#ieni" pro!u"ts at aor!ale rate. i.e. C+i",enD Ri"eD C+i",en ulao Sin#leFDulao IaaD Savour IrispoD 0ren"+ riesD C+i",en RoastD Savour
Price: Savour oo! uses !ierent aor!ale pri"e rate a""or!in# to mar,et an! "ompetitors. Some pro!u"t pri"e in Rs i.e. C+i",en ulao Sin#leF 1;-D ulao Iaa 1--D Savour Irispo 185 D 0ren"+ ries &--D C+i",en Roast 48-D Savour
11 a # e
Place: • • • • •
or!on Colle#e Roa!D Rawalpin!i starte! in &--1. Melo!y 0oo! ar,D 2slamaa! starte! in &--4. Blue AreaD 2slamaa! inau#urate! on &4t+ Mar"+D &--5. Cri",et Sta!iumD Rawalpin!i inau#urate! on 14t+ Au#ustD &--5. >ext in 0uture plan to start ran"+ in a+ore an! 0aisalaa! an! Murree.
Promotion: Savour oo! +as a!opte! t+e "+annels or promotion t+rou#+ lo"al )7D >ewspapersD ma#ainesD personal sellin# an! !ire"t mar,etin#D sales promotionD pa",a#in# et". 0or t+is purpose Savour oo! issues a!s aout t+eir pro!u"ts to lo"al )7 "+annels to intera"t wit+ "ustomers an! similarly to t+e newspapersD t+ey also use! +oar!in#s on mar,ets or roa!s to "ommuni"ate wit+ "ustomers.
4. Controllin! and $valuation: a. 'orecasting: 0ore"astin# is use! y "ompanies to !etermine +ow to allo"ate t+eir u!#ets or an up"omin# perio! o time. Savour oo! t+e lar#est pa",a#e! oo!s provi!er ore"ast sales to rise 1- per"ent t+is yearD in line wit+ its lon#Kterm #oalsD ollowin# a stron#er year in &-1;. An! +ope to raise 15 G in next year.
%. Budgeting: A""or!in# to annual Savour oo! report in &-14K&-15D t+ey are operatin# in two "ities +avin# aout 51- employees. Savour oo! +a! sales o 3.5 million rupees o one ran"+ per !a y an! aout 1.85 million proit per !ay. Savour oo! spent 5 million Rs per year on me!ia or a!vertisement purpose.
c. Evaluation: Savour 0oo! is one o t+e lar#est restaurant in Rawalpin!i an! 2slamaa!. 2n past years t+ey !elivere! est uality pro!u"ts to t+eir "ustomers. Savour oo! is amous restaurants w+i"+ "ame to t+e sta#e it is to!ay y #ainin# superior "ompetitive a!vanta#e over its rivals. )+e o"us pro!u"t !ierentiation strate#y +as een very su""essul alt+ou#+ it may not wor, or ot+er irms. )+e "ompany is ale to "reate an! !eliver value y oerin# !istin#uis+e! pro!u"ts. 'e are sure t+at Savour oo! will !o etter in t+e uture t+an t+eir "ompetitors an! mi#+t e t+e new tren!setter in some "riteria an! also #ain its aoveKavera#e returns to t+eir "ompany. 1& a # e
Future of Savour Foods 'it+ all t+e su""ess "omin# upD one must t+in, o t+e main reason e+in! it. As per t+e irm elie o any MuslimD t+e real sour"e o su""ess or ailure is Alla+ Almi#+ty. (t+er t+an t+atD +ar! wor, an! !e!i"ation o a person lea!s to #reat +ei#+ts in lie. )+is mo!el o su""ess "an truly e ta,en as a #reat inspiration. 0rom a "art to a multiKran"+ oo! "+ainD t+is story serves as a mo!el an! an inspirin# "+ara"ter. A "art person turne! a usiness ty"oon wit+ a vision an! mission to ma,e +is oo! "+ain t+e est a,istani oo! "+ain an! +as intro!u"e! te"+nolo#y to meet t+e !eman! w+ile maintainin# t+e uality o oo!. )+e uture plans are to sprea! it a"ross t+e "ountry an! t+e irst step outsi!e twin "ities is a+oreD t+en in Muree an! 0aisalaa!.
Su!!estions for Further %m&rovement of Business: 1. Folloin! Businesses #an be introdu#ed by Savour: Savour ia • Savour C+inese 0oo! • Savour appetiers • Savour %esi 0oo! • Savour Biryani et". • /. Chan!e the menu:
All usinesses rely on re#ularsN t+e restaurant i is no ex"eption. Even a ris,Kaverse !iner will tire o eatin# t+e same !is+ every wee,en!. Ieep your !inersD an! your employeesD intereste! y "+an#in# up your oerin#s "onstantly. )+e est way to !o t+is is y ma,in# use o w+at in#re!ients are in season ri#+t now. An a!!e! onus is t+at t+ese in#re!ients are oten t+e tastiest an! "+eapest. . %m&rove every day:
)+ere are t+ousan!s o !etails involve! in runnin# a restaurantD an! t+ereore t+ousan!s o opportunities to ma,e t+in#s etter. As soon as you sta#nateD you are in troule. 2 you /ust nee! to #et t+rou#+ servi"eol! t+e nap,insD sear t+e stea,sD #et t+e oo! outyou are in troule.
2ts !ii"ult to pull o impe""ale servi"e. ive #reat servi"e an! your "ustomers will noti"e an! "ome a", or more. )reat every person w+o wal,s in t+e !oor wit+ warmt+ an! respe"tD an! train your sta to !o t+e same. o out o your way to ma,e your #uests +appy.
13 a # e
Story 'ine of Savour Foods Before Startin! a Business: @)+is pro"ess starte! in 1*8&. 0rom 1*8&K1*88 we experimente! it. 0irst we sear"+e! t+at w+at ,in! o usiness we s+oul!. A usiness t+at is allowe! in t+e reli#ion as well as it is proitale. So inally we !e"i!e! to /ump in oo! usinessD e"ause it is allowe! in 2slam an! S+aria.? 67i!eo P 1
;:3;KK$:5;9
@2t too, ; mont+s to sele"t t+e name Savour 0oo!s an! till now w+atever we #aine! rom t+is usiness is investe! in t+e same usiness.? 67i!eo P & 18:-8KK18:&;9
First 4 Years of Business: 56ideo 1 7:819:27; Ater experimentin# or a lon# time an! uil!in# a #oo! tasteD in 1*88 we !e"i!e! to ori#inate in t+e mar,et. 'e ,ept t+e same stan!ar! o taste o oo!. 'e love our "ustomer an! t+ey were our mar,eter. 'e elieve! in "ustomer to "ustomer mar,etin#. 67i!eo P 1
8:--KK8:359
@Money is important ut or me my "ustomers are importantD no !out on t+e pri"e to ear some lossD /ust e"ause "ustomers "omes irst. Lust e"ause o t+is Savour 0oo!s +as #ot popularity worl!wi!e.? 67i!eo P 1
8:3*KK*:--9
@'e starts rom a small s+op on rent wit+out a name an! #aine! "ustomers y provi!in# #oo! uality oo!. )+en slowly an! #ra!ually we #aine! pur"+ase! t+e s+op so t+at t+e amount o rent "an e reinveste! in "ustomers. 'e t+en opene! anot+er outlet wit+ t+e same poli"y t+at irst to pur"+ase t+e property an! t+en to start usiness in it to save t+e amount o rent. 67i!eo P &
;:-$KK;:&8
13:3*14:&59
Current Business Situation: ro Ars+a! @>aeem Saa use! to wor, 1; to 18 +ours !aily.
1:43KK3:-19
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Mu+amma! >aeem @ @)+e pro!u"ts to e use! in pro!u"tion s+oul! e pur"+ase! wit+ est uality an! t+ere s+oul! e no "ompromise on uality. An! t+en t+e pro!u"tion s+oul! in ree o !irt an! #oo! environment an! t+en to sell wit+ wellKmannere! to t+e "ustomer.? 67i!eo P 1
*:55KK1-:&-9
@)+is #oo! an! ree pro!u"tion is possile i we uy res+ pro!u"ts rom t+e mar,et at t+e ri#+t time an! pro!u"ts w+i"+ are o !aily usa#e s+oul! e ou#+t orm "ertain mar,et w+i"+ are spe"ii" or t+e pro!u"ts an! spe"ially openin# time o t+ese spe"ii" mar,etsD at t+at time t+e pro!u"ts are ree an! wit+ #oo! uality? 67i!eo P 1
1-:&3
11:&&9 @(ur mission is ui", servi"e? 67i!eo P 1
1:54KK
&:-19 @(ur usiness !epen!s on t+ree t+in#s? 1.
ur"+asin#
&.
ro!u"tion
3.
Sales 67i!eo P 1
11:38KK13:519
@
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Future Business Strate!y: @2!ea o intro!u"in# 0astKoo! an! i"eK"ream was my i!ea e"ause people !eman! or "ertain oo! items was in"reasin#? 67i!eo P & 1&:-&KK1&:339 @Expan!in# usiness y openin# two outlets in a+ore an! two outlets in Rawalpin!i an! 2slamaa!? 67i!eo P &
&-:1-KK
&-:359 @'e are also #oin# to open an outlet in Murree an! Ba+ria )own as we +ave properties over t+ere? 15 a # e
67i!eo P &
1&:38KK1&:5&9
Savour Food’s Case Study
1; a # e
Savour Food’s Case Study: #his part is speci(ically (or the understanding on how the data was collected (or the Case Study.
(vervie:
)
+is paper simpliies t+e !eterminants o t+e su""ess o small usiness #ettin# up an! e"omin# t+e mar,et lea!ers in t+at iel!D an! t+ese trut+s are reveale! y t+e owners o t+e small usiness in an attempt to motivate yout+ into !evelopin# an! implementin# t+e i!eas t+at are #oin# to +elp in t+e #rowt+ o t+e in!ustry as well as lea!in# e"onomi" prosperity to t+e sta,e+ol!ers o t+e usiness. )+ere are numerous examples o su"+ types o usiness t+rou#+out t+e worl!. Ater "areully sele"tin# t+e usiness w+i"+ we +ave "+osenD we "an say t+at all t+e !ata "olle"te! in t+is resear"+ is rimary !ataD w+i"+ in"lu!es t+e one sour"e t+at is interview wit+ t+e owner o t+e usiness w+o was assiste! y two people "urrently wor,in# or +im. )+e usiness we are #oin# to write aout is Savour 0oo!s t+at is owne! y Mr. >aeem C+au!+ary. Ater "on!u"tin# t+e interview session an! listenin# to it a#ain an! a#ainD t+e reasons t+at we "oul! in! was t+at +e mostly stresse! upon a ew a"tors an! +is lo"us o "ontrol.
)+e Iey wor!s: Savour oo!sD %eterminantsD Entrepreneur.
)+e t+in#s t+at s+oul! e ,ept in min! w+ile rea!in# t+is "ase stu!y is t+e !ieren"e in t+e situations t+at t+e usiness as it starte! in 1*8-s to &-1-s an! t+ere were many ups an! !owns in t+e situation o a,istan an! we +ave to ,eep t+ese a"tors in min! w+ile !is"ussin# t+ese "ase stu!y. )+ere were not as many a"ilities as t+ere are now a !aysD simple t+in, li,e "omputers to ,eep re"or! so t+ere many !ierent strate#ies use! in all t+e !ierent situationsD ut t+is ein# a simple "ase stu!y t+ere is not mu"+ !etail aout t+ese prolemsD w+ile t+e main o"us remains on t+e owner an! +ow +e was ale to transer a ,ios, into well repute! ran! in )win "ities. )+ere woul! e !is"ussion on t+eir "ompetitors an! t+at +o w t+e ta",le! t+em. 'e +ave seen in past t+at usiness +ave een re!u"e! !ue to t+eir most o"us on t+e proit ma,in# rat+er t+an "ustomer o"us. )o survive in t+e usiness worl! to!ayD t+ere is so mu"+ to e 1$ a # e
!one as well put y Mr.
esear#h Methodolo!y: )+e resear"+ was "on!u"te! to i#ure out t+e !eterminants o t+e su""ess +is "ustomers y ,nowin# t+eir nee!s an! reuirements.
"(F%'$ (F T<$ B=S%>$SS: )+e main purpose o t+e resear"+ was to interview su""essul usiness owner o Rawalpin!i an! 2slamaa! area. %espite a lot o variations amon# t+e operationsD pra"ti"esD pro!u"t line an! tar#et mar,etD an! t+is usiness +a! one "ommon point an! t+at was t+eir in"eption rom a very small s"ale. Anot+er interestin# a"t aout t+is usiness was t+at all o t+e m en"ountere! many triulations on t+eir way ut t+ey were su""essul /ust e"ause o t+eir persisten"e. )+e a"tor o su""ess t+at exists in t+is usiness is t+e stron# relation wit+ t+e "ustomers an! "onsi!erin# "ustomers top priorities t+rou#+ valuin# t+em wit+ provision o #oo! uality oo! an! servi"es. Businesses in a,istan are "urrently a"in# !ownwar! tren! !ue to e"onomi" re"essionD la", o #oo! #overnan"eD politi"al "+aos an! natural "alamities. But t+e analyses o t+is stu!y s+ow t+at one "an still ma,e +is way towar!s su""ess wit+ ! etermination an! +ar! wor,.
Con#lusion: Businesses o any ,in! "annot tou"+ t+e en!s o pro!u"tivityD proitailityD #rowt+D !iversity an! ame until unless "onsistent eorts are not put orwar! to #et t+e !esire! position in t+e mar,et. As we ,now te"+nolo#i"al "+an#es in t+e present s"enario rin#s immense mo!ii"ations in t+e way usinesses are ein# "on!u"te!D +oweverD no one "an ne#le"t t+e supreme a" tor t+at always wor, to provi!e exponential #rowt+ an! t+at is t+e ait+ on all mi#+ty AA<. )+e su""ess a"tors !is"usse! y t+e owner are +onestD +ar! wor,D interest in t+e iel! an! "ommitment. Cominin# t+ese a"torsD one "an ex"el in any iel!D in any realm. 0urt+ermore people w+o wis+ to enterD #row an! lea! into "ontemporary usiness environment s+oul! + ave "omplete un!erstan!in# o t+e rivals an! usiness !ynami"sD +es+e strivin# in. )+e resear"+ "on"lu!es t+at to #ain su""essD an or#aniation s+oul! +ave "omplete mar,et analysis eore step in an! only en#a#e in t+ose usinesses w+i"+ "an result in maximum proitaility an! "ustomer satisa"tion. )+is stu!y s+ows t+at t+ere are "ertain pra"ti"es t+at must e a!opte! y t+e usinesses to attain triump+ su"+ as provi!in# appropriate s,ills an! trainin# to t+e employees an! laors. )+is resear"+ urt+er +i#+li#+ts t+e a"t t+at usinesses s+oul! preeraly maintain lastin# an! +onest relations+ip wit+ t+e "ustomers y !eliverin# +i#+ uality servi"es.
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The Case Study:
2
t was in 1*88 t+at a small ,ios, was opene! on t+e or!on Colle#e Roa!D Rawalpin!i un!er t+e name o Savour oo!s. )+is was a new s+op oerin# a !ierent type o pro!u"t in t+e mar,et t+at was t+e ulao. )+ere was no +otel at t+at time t+at was oerin# t+ese pro!u"t an! Mr. >aeem C+au!+ary t+e owner o t+is +otel was "oni!ent t+at i +e elieve! in Alla+ an! !i! +ar! wor, +e woul! e a su""essul. 'it+ t+e passa#e o time +e starte! to realie t+e #ap in t+e oo! in!ustry an! sou#+t out +elp rom people o +is amily to "arry out a resear"+ so t+at +e "an possily in! t+e voi! t+at +e t+in, is t+ere an! to ill it.
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)+e irst t+in# t+at +e !i! ater namin# t+e usiness was to allo"ate t+e un!s so t+at t+ey uy t+e pla"e t+at t+ey +ave rente! or t+e usiness as +e elieve! t+at instea! o payin# t+e rent +e woul! #ive t+e same !is"ount to t+e "ustomers an! t+at woul! +elp +is usiness #et an a!vanta#e to t+e "ompany in term o eneits t+at t+ey "oul! provi!e to all t+e "ustomers visitin# t+em. 'it+ t+e passa#e o time +e realie! t+at +is usiness was #ainin# popularity an! ut t+e spe"ii" !ays or t+e potato Iaas were not as mu"+ popular as t+e rest so +e !e"i!e! to "ut a", on t+is pro!u"t an! starte! to oer sweet !is+ t+at was "ustar! in its pla"e an! t+is !e"ision turne! out to e very popular an! t+ere was su!!en in"rease in t+e usiness wit+ t+e popularity o t+is !is+. )+e usiness was #ainin# popularity on one +an! an! was e"omin# more o an e"onomi"al ran! an! t+e name was ein# lin,e! wit+ t+e restaurant t+at was oerin# +i#+ uality o oo! in t+e rea"+ o a "ommon man. )+is was all ma!e possile wit+ t+e +elp o wor, !one e+in! wit+ t+e lin, wit+ t+e suppliers o t+e main oo! mar,et. 2t was elieve! y +im t+at t+ere will e t+e est way to stri,e a !eal wit+ t+em to #ain "+eap raw material an! a#ain t+e same sour"e o t+e "ustomer eneit ein# ,ept in min!. As t+e time passe! t+e "ustomers in"rease! an! t+e only s+op e"ame very "row!e! an! resulte! in or"in# o a !e"ision t+at t+ey nee!e! to expan! t+eir +otel into more "+ainsD so t+e sear"+ or t+e !ierent lo"ations starte! an! as t+e o"us was only on Rawalpin!iD t+e oo! street was "+osen as t+e est lo"ation to expan! t+e usiness an! irst ran"+ise was starte! apart rom t+e main +otel. )+en t+ere was a tou#+ !e"ision as t+e result o t+is expansion le! t+em to t+in, o t+e twin "ities as separate "onsumer mar,ets an! t+ey loo,e! to start wit+ #rain# t+e opportunity in 2slamaa!. )+e main prolem a"e! in t+is was "ustomer "+oi"e !ieren"e an! t+ey were let won!erin# wit+ +ow to "ompete wit+ t+e multi nationals "+ain i t+ey wante! to #et su""ess in 2slamaa!. )+is was a very tou#+ !e"ision as t+ey were to expan! t+eir pro!u"ts an! were let won!erin# i t+is is #oin# to e enei"ial or t+em or result in a loss. )+ey "+oose t+e lo"ation pere"t or t+eir ol! mission an! tar#ete! t+e wor,in# "lass !urin# t+e !ay an! opte! to open t+eir "+ain in Blue Area w+ere t+ere were oi"es an! la",e! +otel or t+e "ommon man. 'it+ t+is t+ey in"rease! t+eir pro!u"ts an! +a! to "ut !own some pro!u"ts in t+e pro"ess wit+ t+e result ein# t+at ast oo! an! i"e "ream ein# a!!e! to t+eir system an! t+e sweet !is+ ein# repla"e! wit+ t+e tra!itional I+eer. )+is was a very ol! move at t+e time an! rewar! or t+is !e"ision ein# t+at t+ey +a! now estalis+e! t+emselves in ot+ t+e twin "ities. )+ere was a lon# span in t+is in"rease o t+eir usiness in ot+ t+e "ities. 2t loo, approximately aout &- years to #et t+ese usiness up an! runnin# rom s"rat"+ to lea!er in ulao ,aa in ot+ "ities. )+ey a"e! a lot o intervention rom t+e #overnment in its initial years an! +a! re#istere! everyw+ere. )+e owner ein# a reli#ious !i! not elieve in unair pra"ti"es an! t+is was an +onest usiness so t+ere was not too mu"+ troule wit+ any #overnment oi"es. &- a # e
=ntil now Savour oo!s !i! not +ave any puli"ity an! !i! only rely on t+e "onsumer t+at were sprea!in# t+e wor! o t+eir uality to all t+e people t+ey en"ountere!. But t+e "+allen#e rose up re"ently wit+ t+e laun"+in# o t+e similar types o +otels ein# opene! in all t+e twin "ities t+at let t+em to won!er w+et+er to o"us on t+e mar,et a!vertisement or to ma,e t+eir servi"es etter to retain t+e "ustomers. )+e !i! not eel any "ompetition e"ause o t+e way t+ey +a! estalis+e! t+eir ran! an! t+e "ompetitors !i! not oer any "ompetition to t+em resultin# in t+e !ominan"e in t+e usiness an! no troule ein# a"e! t+rou#+out t+e !uration. )+e t+ou#+t o not ein# "ompete! #ave t+em a moral oost an! lea! t+em to #enerate a new i!ea t+at is in its initial sta#es an! woul! soon e "omplete! an! let t+em to explore ot+er re#ions outsi!e t+e twin "ities an! t+ere is a "+allen#e t+at t+e Savour 0oo!s will a"e or t+e irst time wit+ t+e !isa!vanta#e ein# in t+eir avor. )+e irst priority o Savor 0oo!s is rom start to now is +ow t+ey !eal wit+ t+e "ustomers an! t+e values t+ey "an a!! to t+em or t+em at every sta#e rom re!u"in# "ost to ownin# t+e property instea! is a well t+ou#+t o a strate#y an! +as een exe"ute! to its maximum utiliation an! still t+ere is no !out aout it. )+e owner Mr. >aeem C+au!+ary +as s+own some !ynami"s o entrepreneurial s,ills wit+ +elp rom +is amily an! employees. )+is +as le! to elieve t+at to +im t+e reli#ion will rewar! you as lon# as you ollow t+e ri#+t prin"iples an! !o +ar! wor,D i t+ere is any t+in# missin# rom itD well t+ere "an e a "+an#e in ate. 0rom all t+e aoveD it "an e sai! t+at Mr. >aeem C+au!+ary t+in,s o internal lo"us o "ontrol rat+er t+an t+e external lo"us o "ontrol as +e ase! +is su""ess on t+e +ar! wor, +e +as put in t+e usiness.
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'iterature (f $ntre&reneurshi & && a # e
'iterature evie Servi"e uality is "onsi!ere! t+e lie o +otel Min J MinD 1**;F an! "ore o servi"e mana#ement C+enD &--8F Servi"e uality is relate! wit+ "ustomer satisa"tion S+i J SuD &--$F an! "ustomer satisa"tion is asso"iate! wit+ "ustomers revisit intention aeemulla+35:&5K35:35F. Customer satisa"tion plays an important role in inan"ial perorman"e o +otel >ilssom Lo+nson J ustassonD &--1F. 2n +otel in!ustryD as servi"e +as !ire"t intera"tion wit+ "ustomersD t+at is w+y "ustomer satisa"tion "an e a repli"ation o servi"e uality in +otels S+i J SuD &--$F. )+ere are some a"tors t+at +ave si#nii"ant role in measurin# "ustomer asso"iation wit+ +otel: a#eD #en!erD in"ome an! "ulture RyuD aran#a/avana an! aran#a/avana an!
mana#ers s+oul! o"us on ,eepin# t+e numer o servi"e ailure low an! oserve "ustomer "omplaints "onstantly Min J MinD 1**;F. 0or improvin# servi"e ualityD our aspe"ts were i!entiie!: 1F servi"e !eliveryD &F +otel employeesD 3F #uest amenities an! surroun!in#sD an! 4F presti#e >aran#a/avana an! ilssom Lo+nson J ustassonD &--1F. uality servi"e values "ustomers satisa"tion an! is ne"essary step or a "ompetitive a!vanta#e Berry J arasuraman J Heit+amlD J A!sit J aeemulla+. &&:1-K&&:3-F 2n every or#aniation servi"e an! uality plays a vital role or every "ustomers Broma"+erD &---F. Customer is t+e main person w+o !eines t+e uality Berry J arasuraman J Heit+amlD J A!sit J ilssom. Lo+nson J ustassonD &--1F an! t+en !evelop su"+ pro#rams t+at "an a!!ress issues o "ustomers >aran#a/avana an!
servi"e employeesD an! t+eir appraisal system. )o rin# improvement in servi"e ualityD t+ere is a nee! to emp+asis on tan#ile an! intan#ile assets >aran#a/avana an! aran#a/avana an! aeemulla+ says. &-:-;K&-:35F. Besi!es t+isD !ierent "ustomers +ave !ierent per"eption o servi"e ualityD so t+ere is a nee! to "ater t+is prolem also S+i J SuD &--$F. Customers expe"tation aout uality an! or inexpensive pro!u"ts is +i#+er et,ova J San!er J Broma"+er &---F. Servi"e uality s+oul! e sensitive to "+an#es in room li,e temperatureD "omort an! atmosp+ereD ut insensitive to "+an#es in room sie an! ixtures Min J MinD 1**;F. )+ree t+in#s are in"lu!e! in servi"e stan!ar!iation: 1F Servi"e uality stan!ar!iationD &F servi"e met+o! stan!ar!iationD an! 3F servi"e pro"ess pro"ee!in# C+enD &--8F. 2n a !evelopment met+o!olo#y t+ere are our sta#es w+i"+ in"lu!e reuirements analysisD ,nowle!#e a"uisitionD system !evelopmentD an! system assessment
0e &-1-F. 'it+ t+e a!vertise o +otel in!ustry ein# intenseD it is "riti"al t+at +otels oer a variety o resour"e an! more lexile orms to meet t+e nee!s o a "+an#in# mar,etpla"e C+en#K
• • •
)+eory 1: 2mpression o t+e re"eption +all is lin,e! wit+ "ustomer satisa"tion. )+eory &: Cleanliness an! atmosp+ere o +otel are asso"iate! wit+ "ustomer satisa"tion an! e+avioral !esi#n. )+eory 3: Courtesy o employees is asso"iate! wit+ "ustomer satisa"tion. )+eory 4: uestroom "omort is asso"iate! wit+ "ustomer satisa"tion.
Con#lusion:
)+is stu!y examine! t+e aspe"ts o servi"e uality in +otels t+at inluen"e t+e satisa"tion o "ustomers an! t+eir intention to revisit. )+e out"omes o t+is resear"+ "on"lu!e to provi!e uality servi"e is t+e amal#amation o !ierent elements w+i"+ are intri"ately lin,e! wit+ ea"+ ot+er. )+e in!in#s o t+is stu!y su##este! t+at impa"t o servi"e uality ae"ts t+e "ustomer satisa"tion t+at results in su""ess o +otel an! it is an irreutale a"t. MoreoverD sustainin# t+e "ustomer satisa"tion level is an on#oin# pro"ess t+at entails unremittin# improvement in servi"e uality at +otels.
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eferen#es >aran#a/avanaD eam!aoD o. ;D 1**$D pp. 58&K5*$. 7alarie A. Heit+amlD eonar! . BerryD A. arasuraman 1**;F. W)+e Be+avioral Conseuen"es o Servi"e ualityD )+e Lournal o Mar,etin#D 7ol. ;-D >o. & Apr.D 1**;FD pp. 31K4;. eonar! . BerryD A. arasuramanD 7alarie A. Heit+amlD %ennis A!sitD Lo+n o. & MayD 1**4FD pp. 3&K5&. Lin#K+ua S+iD ian# Su &--$F. WEvaluation o
W%is"overin# Relations+ips
etween
Beverley . ilssonD Mi"+ael %. Lo+nsonD An!ers ustasson &--1F. W)+e impa"t o uality pra"ti"es on "ustomer satisa"tion an! usiness results: pro!u"t versus servi"e or#aniationsD Lournal o uality Mana#ement ; pp. 5X&$. Iisan# RyuD
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7alia ). et,ovaD eter C. San!erD Aarnout C. Broma"+er &---F. W)+e use o uality metri"s in servi"e "entresD 2nternational Lournal ro!u"tion E"onomi"s ;$D pp. &$K3;. Bo E!var!sson 1**$F. uality in new servi"e !evelopment: Iey "on"epts an! a rame o reeren"eD 2nternational Lournal ro!u"tion E"onomi"s 5&D pp. 31K4;. 'enKBao in &--$F. WAn empiri"al o servi"e uality mo!el rom t+e viewpoint o mana#ementD Expert Systems wit+ Appli"ations 3&D pp.3;4X3$5
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