A FEASIBILITY REPORT ON AMUSEMENT PARK
THIRD YEAR M.B.A 2009-2010 K.S SCHOOL OF BUSINESS MANAGEMENT GUJARAT UNIVERSITY AHMEDABAD-380009
CERTIFICATE This is to certify that members of group of Third year M.B.A. of K.S School of Business Management and Research have successfully completed their feasibility report on AMUSEMENT PARK for the academic year 2009-2010 and have duly submitted to the institute.
Date of submission
(08 – 03 – 2010)
Project Guide
(BINDYA SONI)
K.S School of Business Management Gujarat University, Ahmedabad -380009
ROLL NO.
NAME
CERTIFICATE This is to certify that members of group of Third year M.B.A. of K.S School of Business Management and Research have successfully completed their feasibility report on AMUSEMENT PARK for the academic year 2009-2010 and have duly submitted to the institute.
Date of submission
(08 – 03 – 2010)
Project Guide
(BINDYA SONI)
K.S School of Business Management Gujarat University, Ahmedabad -380009
ROLL NO.
NAME
3003
JIGAR BHAVSAR
3015
SACHIN DARJI
3030
KRUPALI MANANI
3032
HARSHIL MEHTA
3033
KHUSHBU MEHTA
3034
KRISHNA MEHTA
3036
DHAVAL MESURANI
3055
RISHIT PATEL
3060
DHRUMI SHAH
3062
HELI SHAH
3101
RACHANA KHANDHAR
INDEX
SR. NO.
PARTICULAR
1
ACKNOWLEDGEMENT
2
PREFACE
3
WHAT IS FEASIBILITY REPORT?
4
AMUSEMENT PARK
5
PEST ANALYSIS
6
LEGAL DOCUMENTS
7
PLANT LAYOUT
8
7 P'S OF SERVICES
9
HR FEASIBILITY
10
MARKETING FEASIBILITY
11
FINANCIAL FEASIBILITY
12
SWOT ANALYIS
13
CONCLUSION
14
BIBLIOGRAPHY
15
ANNEXURE
ACKNOWLEDGEMENT
This project has given us a tremendous opportunity to enhance our knowledge and skills. So With the deep sense of gratitude, our group expresses heartfelt regards to the director of K.S School of Business Management, Dr. Sarla Achuthan, who gave us a valuable opportunity towards practical training.
We are indebted to our project guide Mrs. Bindya Soni for providing constant support and unceasing guidance throughout our feasibility on AMUSEMENT PARK
We acknowledge the contribution of all our faculties and all those who have directly or indirectly offered timely help and encouraged us throughout our project.
Last but not the least all the people whom we surveyed and whom we met for our report deserve our sincere thanks for their cordial co-operation and for sparing their valuable time.
PREFACE
“Practical knowledge is like a candle that leads to the way through the dark passages of ignorance”
This saying has played a vital role and has guided us throughout the report. The purpose of preparing this report is to get an idea about how an individual has to plan each and everything before starting a new venture. This practical training develops awareness in students about the difficulties and challenges of business world. “Knowledge is power and ideas that rule the world”
The preparation of this report is a part of practical studies in MBA. In order to fulfil these objectives we have come up with the team effort presenting an in depth feasibility report on AMUSEMENT PARK this report had provided us with an opportunity to get a glimpse of the working of AMUSEMENT PARK. We have put in our efforts and tried our level best to present this report based on our research.
WHAT IS FEASIBILITY STUDY???
A feasibility study is a process designed to determine the difficulty in carrying out a designated task. Generally, a feasibility study precedes technical development and project implementation. In other words, a feasibility study is an evaluation or analysis of the potential impact of a proposed project.
Five factors to be taken care off in feasibility report Technology and system feasibility
Technological feasibility is carried out basically to determine whether the company has the capability in terms of software, hardware, personnel and expertise to handle the completion of the project. Economic feasibility
Economic analysis is the most frequently used method for evaluating the effectiveness of a new system. More commonly known as cost/benefit analysis, the procedure is to determine the benefits and savings that are expected from a candidate system and compare them with costs. If benefits outweigh costs, then the decision is made to design and implement the system. Legal feasibility
Determines whether the proposed system conflicts with legal requirements e.g. data processing system must comply with the local Data Protection Acts. Operational feasibility
Is a measure of how well a proposed system solves the problem, and takes advantages of the opportunities identifies during scope definition and how it satisfies the requirements identified in the requirements analysis phase of system requirement. Market feasibility
Market feasibility study typically involves testing geographic locations for developing any project, and developers often conduct market studies to determine the best location within a jurisdiction. It takes into account the importance of the business in the selected area. Resource feasibility
This involves questions such as how much time is available to build the new system, when it can be built, type and amount of resources required, dependencies, etc. Contingency and mitigation plans also are stated here.
Cultural feasibility
In this stage, the project’s alternatives are evaluated for their impact on the local and
general culture. For example,
environmental factors need to be considered and these factors are to be well known. Further an enterprise’s own culture can clash with the results of the project.
AMUSEMENT PARK
Amusement park and theme park are terms for a collection of
rides and other entertainment attractions assembled for the purpose of entertaining a large group of people. An amusement park is more elaborate than a simple city park or playground, usually providing attractions meant to cater to children, teenagers, and adults. Amusement parks evolved in Europe from fairs and pleasure gardens which were created for people’s recreation. The oldest amusement park of the world (opened 1583) is Bakken, at Klampenborg, north of Copenhagen, Denmark. Fairs and pleasure gardens
Periodic fairs, such as the Bartholomew Fair which began in England in 1133, are a parent for the modern amusement park. Beginning in the Elizabethan period the fair had evolved into a center of amusement with entertainment, food, games, and carnival-like freak-show attractions. The seasonal celebration was a natural place for development of amusement attractions. Amusement parks also grew out of the pleasure gardens that became especially popular at the beginning of the Industrial revolution as an area where one could escape from the grim urban environment.
The "Golden Age" of amusement parks
During the Gilded Age, many Americans began working fewer hours and had more disposable income. With new-found money and time to spend on leisure activities, Americans sought new venues for entertainment. Amusement parks, set up outside major cities and in rural areas, emerged to meet this new economic opportunity. These parks reflected the mechanization and efficiency of industrialization while serving as source of fantasy and escape from real life. By the early 1900s, hundreds of amusement parks were operating in the United States and Canada This era saw the development of the new innovations in roller coasters that encouraged extreme drops and speeds to thrill the riders. By the end of the First World War, people seemed to want an even more exciting entertainment, a need met by the roller coasters. Although the development of the automobile provided people with more options for satisfying their entertainment needs, the amusement parks after the war continued to be successful,
while
urban
amusement
parks
saw
declining
attendance. The 1920s is more properly known as the “Golden Age” of roller coasters, being the decade of frenetic building of these rides. Depression and post-World War II decline
The Great Depression of the 1930s and World War II during the 1940s saw the decline of the amusement park industry. War saw the affluent urban population move to the suburbs, television became a source of entertainment, and families went to amusement parks less often. By the 1950s, factors such as urban decay, crime, and even desegregation in the ghettos led to changing patterns in how people chose to spend their free time. Many of the older, traditional amusement parks closed or burned to the ground. Many would be taken out by the wrecking ball to make way for suburban living and development. In 1964, Steeplechase Park, once the king of all amusement parks, closed down for good. The traditional amusement parks which survived, for example, Kennywood, in West Mifflin, Pennsylvania, and Cedar Point, in Sandusky, Ohio, did so in spite of the odds. The modern amusement park
Modern amusement parks now run differently than those of years past. Amusement parks are usually owned by a large corporate conglomerate which allows capital investment unknown by the traditional family-owned parks. Starting with Disneyland in the 1950s, the park experience became part of a larger package, reflected in a television show, movies, lunch boxes, action figures
and finally park rides and costumed characters that make up the "theme." These parks offer a world with no violence or social problems. The thrills of the theme parks are often obscured from the outside by high fences or barriers re-enforcing the feeling of escape, they are kept clean and new thrill rides are frequently added to keep people coming back. In addition to this experience, the theme park is either based on a central theme or, divided into several distinctly themed areas, lands or "spaces." Large resorts, such as Walt Disney World in Florida (United States), actually house several different theme parks within their confines.
PEST ANA ANAL YSIS
Analysis of external environment in which the Amusement Park operates. It includes the following factors.
Political Environment
General political atmosphere, particularly political stability is very important for the successful operation of the business. It covers those factors, which restrain or facilitate the business through the government action. It may include political atmosphere, political parties, government administration, political stability etc.
Amusement park will be influenced by the political changes. A change in the administration at the centre may also lead to a change in the tax rates, which may harshly affect the net revenue earned by the amusement park. Along with this rules and regulation regarding the licensing policy may also affect the working of the amusement park. It may hinder the growth and development or the expansion of the amusement park.
Economic Environment
Economic environment plays an important role in the amusement park industry. Since it is the disposable income of the individual
which turns into the income of the amusement park the income level of the individual is the most important factor for the amusement park industry. And the economic environment has a direct impact on the level of the income of an individual and this will have an indirect impact on the working of the amusement park.
Social Environment
Main motive of any amusement park is to entertain the public so the social environment is the most important for any amusement park. It include demographic and culture aspects of the external macro environment. We have also taken in to consideration factors like population growth, age distribution, and change in trend.
Technological Environment Environment
One of the most important aspects of shaping people’s lives is technology. The business, which moves with latest technology, can excel their growth. Every new technology is a force for ‘creative destruction’. More over the innovating process always leads to an increase in
the
investment. Technological
inventions
are
introduced for higher productivity, lower cost and more revenues. Technology refers to sum total of the knowledge providing ways to do things. Organization must give constant consideration to the manner in which innovation may affect their product and internal operating efficiency and generate more revenue in the end.
Like Disney world introduces new rides and event every year for the purpose of attracting more and more people. But here in Gujarat what happens is people are not ready to spend high price on rides so what happens is the amusement park owners are not willing to invest more in technology and introduce new rides at regular interval.
REPORT AT GLANCE NAME OF THE AMUSEMENT PARK: -
EXCITE WORLD
ADDRESS: -
Suramya Adobe, Sanand-nal sarovar road, Sanand. Ahmedabad
CONSTITUTION: -
Partnership Firm
SERVICE: -
Entertainment
COST OF PROJECT: -
Rs. 6,52,85,000
MEANS OF FINANCE
Partners Capital Borrowed Funds
LEGAL DOCUMENTS Legal document includes the following: 1.
Partnership deed
2.
Sanction letter of loan
3.
License
Application for License
No objection Certificate from: -
Engineers
Chief of fire department
Application for approval to the local Police Department
License
PARTNERSHIP DEED
Partnership is an association of 2 or more people who come together for achieving some common goals. A written document which binds them and gives them a legal enforcement right is called a partnership deed. Our partnership deed is as follows: In all we are 6 partners. A partner may be admitted or may retire with the mutual consent of all other partners. Name and the address of all the partners are as follows:
1)
Date:
“This deed of partnership executed on 2.00 pm to 5.30 pm 2)
Address:
1.
KHUSHBU MEHTA
C/201 CHANDANBALA, OPP. SUVIDHA SHOPPING CENTER, PALDI, AHMEDABAD 2.
HELI SHAH
6, SHITAL CHHAYA, SUKETU SOC., NAVRANGPURA, AHMEDABAD 3.
KRISHNA MEHTA
33- ARUNODAYPARK SOC.,
between
NAVRANPURA, AHMEDABAD
4.
KRUPALI MANANI
31-SHIVSAGAR SOCIETY, PART-2 OPP. AVANI PARK, JIVRAJ PARK, AHMEDABAD 5.
DHAVAL MESHURANI
17/A HIGHLAND PARK SOCIETY, NEAR GULBAI TEKARA PASSPORT OFFICE, NAVRANPURA, AHMEDABAD 6.
SACHIN DARJI
111/1329-SHREE NAGAR APARTMENT, SOLA ROAD, NARANPURA, AHMEDABAD 7. HARSHIL MEHTA C-42 MALHAR APARTMENT, VASANA, AHMEDABAD 8. DHRUMI SHAH F-6 ANURAG FLAT, SHANTIVAN, NARAYAN NAGAR ROAD,
PALADI, AHMEDABAD
9. RACHANA KHANDHAR A/51 SKYLARK APARTMENT OPP. BIMA NAGAR, SATELLITE, AHMEDABAD 10. RISHIT PATEL A-302, SUKIRTI ELEGANCE NEAR. VRAJ VIHAR 2 OPP: - STAR BAZAAR SATELLITE, AHMEDABAD 11. JIGAR BHAVSAR 72 TIRTHNAGAR SOC PART-1 MEMNAGAR, AHMEDABAD
3)
PREMBLE:
“If the deed is retrospective”
“Were as the aforesaid party have come together to carry on business of Amusement park, as from and the terms and conditions of the partnership as agreed to are hereby in writing.
a.
Date of commencement
b.
Business of partnership
The partnership will carry on the business of Amusement park and such other business or business as the parties may from time to time. c.
Name
The name of partnership firm shall be Excite Land and other name or names as the parties may from time to time. d.
Place of business
Place of business shall be at and such other name or name as the parties from time to time determine. e.
Duration
The partnership shall be a partnership a will. f.
Capital
The capital contribution by the parties shall be follows. Nine partners of the firm bring amount equivalent to RS. 1662000 each and two partners bring the amount equivalent
to Rs. 1663500 and other contributions as the parties may from time to time determine. g.
Sharing of Profits and Losses:
All the partners of the firm will receive or bear the profits and losses of the firm for the full and final settlement of the claim in the profit of the firm and such ratio of contribution as the partners may time to time determines. Current ratio is equal between all the partners.
ASSUMPTIONS
•
We share profit and loss in the same proportion.
•
6% interest on capital is allowed p.a.
•
Interest on loan is provided for at 11%
For any other matter on which our deed is silent the rules of Partnership Act, 1932 shall apply. •
308, 3rd Floor, The Grand Mall, Opp: - SBI Zonal Office, S.M.Road, Ambawadi, Ahmedabad 380015. Ph. No. (079) 30076571 / 74
TO, FUN VALLEY, SURAMYA ADOBE, SANAND-NAL SAROVAR ROAD, SANAND -382110
Dear Sir, Sub: Sanction letter for loan of application for Rs. 4, 70, 00000
We hereby give you the provisional sanction for loan application for 47000000 under terms and condition mention below. • • •
• • •
Rate of interest will be charged at 11% Any charge in the rate of interest will be binding to you. Repayment period will be for 120 months. The first month will start from april,2010 All the borrowers will be personally liable for borrowing amount Work place will be mortgage fully in favour of bank All the documents as per bank rules will be submitted before the disbursement of loan
We confirm the above terms and condition and accept the loan approval.
(Mr. Pankaj Doshi) Branch manager
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SANAND NAGAR PALIKA SOUTH ZONE, SANAND
Date : 10-1-2010
NO OBJECTION CERTIFICATE This is to certify that the booking premises of Excite Land, Amusement Park has been checked and found ok. The booking office buildings are in good condition.
(Civil License)
Engineer Additional City (South Zone)
SANAND NAGAR PALIKA FIRE AND EMERGENCY SERVICE SANAND FIRE STATION SANAND – 382110. PH: 2213587/88/89.
Date :
NO OBJECTION CERTIFICATE This is to certify that we have checked the Excite Land Booking Premises and found it good in condition, Department has found good in condition, Department has also good care for fire safety aspect.
Chief Fire Officer
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STEPS OF FEASIBILITY REPORT
As a part of our feasibility study we conducted the following steps:
We visited various amusement parks and water parks: -
•
Kankariya
•
Chiti bang, law garden
•
Shankoos water park, mehsana
We did a market survey of 600 people
We have contacted various manufacturers and suppliers of the amusement park equipments
•
A.K enterprise
•
Arihant enterprise
•
Top land
PLANT LAYOUT
MEASUREMENTS
Parking – 582.2 x 121.4 (in meter)
Ticket window – 5.33 x 2.38 (in meter)
Office –5.45 x 9.9 (in meter)
Fountain – 5 x 29.31 (in meter)
Restaurant – 95 x 15 (in meter)
Play port – 525.1316
Ticket window(for rides) – 6.87 x 10 (in meter)
Adult rides – 31.76 x 68.76 (in meter)
Children ride – 15.47 x 21.5 (in meter)
Lotus pond – 19.1 x 36.14 (in meter)
Sitting (only slab) – 28.59 x 29.6 (in meter)
Sitting without shadow – 24.7 diameters
Sitting with shadow – 33.69 diameters
Train track - 6623.5544 diameters
RIDES IN AMUSEMENT PARK INDUSTRY RIDES
Kiddie’s rides
BIKE
HORSE
SPECIFICATION
SIZE: -
4 X 2 FEET
CAPACITY: -
1 PERSONS
PRICE: -
Rs. 60,000 PER PIECE
GLOBE MERRY GO ROUND
SPECIFICATION
SIZE: -
Dia 6 Ft. Ht. 8 Ft.
CAPACITY: -
4 PERSONS
PRICE: -
Rs.75, 000
VIDEO GAMES
Video race Bike
Speed champ car
Monaco GP video car
SPECIFICATION
SIZE: -
5 X 3 FEET
CAPACITY: -
1 PERSON
PRICE: -
Rs. 1 LAKH PER PIECE
SKILL GAMES
Air Hockey
SPECIFICATION
SIZE: -
102”X60”X72”H
CAPACITY: -
2 PERSON
PRICE: -
Rs. 70,000 PER PIECE
BASKET BALL
SPECIFICATION
SIZE: -
84”X42”X84”H
CAPACITY: -
2 PLAYERS
PRICE: -
Rs.75, 000 PER PIECE
GIFT GAMES
BOXING
SPECIFICATION
SIZE: -
5X5
CAPACITY: -
1 PERSON
PRICE: -
Rs. 75, 000
FAMILY RIDES
GREAT WESTERN EXPRESS
SPECIFICATION
SIZE: - 500 FT TRACK CAPACITY: - 20 ADULTS PRICE: - Rs. 8, 00,000 CONTAINS: - 4 BOGGIES + 1 ENGINE
BOUNCIES
MULTIPLE ACTIVITIES BOUNCY
SPECIFICATION
SIZE: - 12 X 15 CAPACITY: - 15 CHILDREN PRICE: - Rs. 75, OOO
FAMILY THRILL RIDES
FLUME COASTER
SPECIFICATION
SIZE: - 30 X 80 CAPACITY: - 6 PERSON AT A TIME PRICE: - Rs. 35, OO, OOO
TORA TORA
SPECIFICATION
SIZE: -
30 Ft. Dia
CAPACITY: -
36 PERSONS AT A TIME
PRICE: -
Rs. 20, OO, OOO
STRIKING CAR
SPECIFICATION
SIZE: -
2, 000 SQ. FT
CAPACITY: -
1 PERSON IN 1 CAR
PRICE: -
Rs. 25 LAKH FOR 5 CARS AND Rs. 1.5 LAKH FOR EACH ADDITIONAL CAR.
WALKING ANIMALS AND CARS
SPECIFICATION
CAPACITY: -
1 CHILD
PRICE: -
Rs. 50, 000 PER PIECE
PLAY PORT
SPECIFICATION
PRICE: - Rs. 25,000 PER PIECE INSTALLATION COST: - Rs. 50, 000
7 P’s of service
SERVICE PRODUCT
Core Benefit:-
The most fundamental level is the core benefit. It is the fundamental service or benefit that the customer is really buying. The Core Benefit of amusement park is to entertain the visitors in their leisure time.
Basic Product:-
In this level the marketer has to convert the Core Benefit into Basic or Generic Product. Here the marketer has to put emphasis on satisfying the basic need of the customer.
The Basic Product constitutes the amusement park.
Expected Product:-
At the third level, the marketer introduces an Expected Product, a set of attributes and conditions buyers
normally expect when they purchase the product. It is their minimum expectation. The visitors of the amusement park normally expects a safe and healthy environment which will help them to entertain them self during their leisure time
Augmented Product:-
At the fourth level, the marketer prepares an Augmented Product that exceeds customer’s expectation. The Augmented Product is built up in order to make it competitive and attractive. It offers the additional benefit. The Augmented Product of amusement park is to have thrilling rides with hygiene food court
Potential Product:-
At the fifth level stands the Potential Product, which encompasses all the possible Augmentation and transformation
the Product or offering might undergo in the future. Here is where companies search for new ways to satisfy customers and distinguish their offers. Here the innovations play a very important role.
The Potential Product for amusement park is to have fully wi-fi zone and theme based parks.
PRICE
Price constitutes one of the most important ingredients of the marketing mix. Any decision made by the management under any other mix of marketing affects the decision of the price of the product and in turns affects the decision of any other mix. Price
is the only mix in the marketing mix, which generates revenue for the firm. Amusement parks collect much of their revenue from admission fees paid by guests attending the park. Other revenue sources include parking fees, food and beverage sales and souvenirs. Practically all amusement parks operate using one of two pricing policies: Pay-as-you-go
In this format, a guest enters the park at little or no charge. The guest must then purchase rides individually, either at the attraction's entrance or by purchasing ride tickets (or a similar exchange method, like a token). The cost of the attraction is often based on its complexity or popularity. For example, a guest might pay one ticket to ride a carousel, but would pay four tickets to ride a roller coaster. The park may allow guests to purchase unlimited admissions to all attractions within the park. The advantages of pay-as-you-go include: •
guests pay for only what they choose to experience
•
attraction costs can be changed easily to encourage use or
capitalize on popularity
The disadvantages of pay-as-you-go include: •
guests may get tired of spending money almost continuously
•
guests may not spend as much on food or souvenirs
Pay-one-price
An amusement park using the pay-one-price format will charge guests a single, large admission fee. The guest is then entitled to use almost all of the attractions in the park as often as they wish during their visit. The park might have some attractions that are not included in the admission charge; these are called "up-charge attractions" and can include bungee jumping or go-kart tracks or games of skill. However, the majority of the park's attractions are included in the admission cost. The advantages of pay-one-price include: •
guests can more easily budget their visit
•
guests may be more likely to experience an attraction
they've already paid for •
lower costs for the park operators, since ticket-takers are
not needed at each attractions The disadvantages of pay-one-price include:
guests will often be paying for attractions that they do not
•
ride or visit guests who are simply coming just to be with their families
•
will have to pay anyway In our report we have adopted the pay-as-you-go pricing policy where we charge very little admission fees and then offer the visitor to purchase the ride individually. Charges of various products offered by us:
Parking fee
Charges
Two wheeler
10/-
Four wheeler
20/-
Children Entry fee
Adults
( below 10
Senior citizen/disabled
yrs)
Charges
40/-
Rides
Bike Walking animal Globe merry go round
60
20
Charges
10/(COMPLEMENTARY) 20/-
Great western express ( mini
25/-
train) Joker jumping
(COMPLEMENTARY)
Striking car
25/-
Flume coaster(water ride)
30/-
Tora tora
20/-
Cup and Saucer
20/-
Dragon missile
20/-
Basket ball(2 players)
30/-
Air hockey(2 players)
30/-
Rock climbing
(COMPLEMENTARY)
Video games
20/-
PLACE
The location is very important aspect in economic analysis of any project as it plays a vital role in continuing life of the business as in future. The firm has to leverage the advertisement while operating with location of plant as the biggest constraint. For our amusement park we have selected SANAND Address of the following is as under
Place:
Sanand
Address:
Suramya Adobe, Sanand-nal sarovar road, Sanand. Ahmedabad
Location preference:
Why we have chosen SANAND? We have chosen Firstly because it is near to Ahmedabad. Secondly, Sanand is currently one of the highly developing areas. Thirdly, availability of the suitable market. Fourthly, cheap availability of all the services required for the smooth working for the amusement park. Area: 304920 sq. feet.
PROMOTION
Promotion means which marketers talk to existing customers and potential buyers. Simple but," promotion is the marketing communication”.
To promote any product or any service, it is essential to decide some of the objectives. The basic objectives of the promotion mix for service may fall under one of the following.
Develop personal relations with clients
Making a strong impression of competency, honesty and
sincerity.
Manage to maintain a positive image by word of mouth.
Based on above detailed objectives for the promotion of our Amusement Park we have decided several criteria to implement above objectives.
Consumer Promotion Discount
We offer discount to o
School picnic
o
Parties (banquet hall)
•
Tie-up with tours & Travel Companies
Advertising
“Advertisement is non-personal form of communication intended to inform and persuade the target market by an identified sponsors.” We do advertising for promotion of our service. this is described in more details in 5 M’s of marketing.
5 M’s of advertising
1.
Mission
It is all about setting advertisement goal in the initial stage. Initially we preferred informative advertisement in order to
inform the existence of new amusement park near to them and to ensure them safe journey in our rides And when we become well set in our business and gain the popularity among the visitor we will switch over to persuasive advertising to create liking, preference and conviction. 2.
Money
Factors affecting advertising budget a) Stage in product life cycle: In the initial stage, our advertising budget is high because we are new in the field of amusement park. Afterwards, it will be low compare to first year . b) Market share and Consumer base: As we are new in the field of amusement park we have less market share so our advertising budget is high. Gradually, we will have a set of loyal visitors so our budget will decrease in future. c) Competition: no doubt there is less competition in Sanand in the field of amusement park but still as our amusement park is new and
very less people are aware about the amusement park it is very important for us to make them aware and for that we have set a high advertising budget for now which will decrease in future. d) Advertising Frequency: In the first year our advertising frequency will be high therefore advertising budget will be high. Later on it will decrease.
3. Message:
Efficiency of message depends upon not only on what is said but also often more important how it is said. Hence, the message plays an important role in organization’s image. Our amusement park’s message is “YOUR FASCINATING JOURNEY BEGINS FROM HERE .........”
4. Media:
Media selection is finding the most cost-effective media to deliver the desired number and type of exposures to target audience. The effect of exposures depends on reach, frequency and impact.
Following are the media vehicles that we have selected for our advertisement. Print ads: It includes advertisement in The Times of India, Divya Bhaskar etc. costing Rs. 125000 per ad. •
Hoardings: It includes hoarding on highways costing Rs. 200000 per month.
PROCESS
The importance of process management is that it assures service availability and consistent quality. In our amusement park we have designed a specific process which every visitor is expected to follow. It includes following: 1. An admission fee per person is to be paid at the counter and stamps are to be collected. 2. After collecting the stamps all the personal belongings are to be deposited at the counter and token is to be collected which is to be retained by the visitor till the time they come to the exit point.
3. Once the visitor enters the amusement park in order to enjoy the ride they have to collect the ticket from the respective ticket counter by paying the specific amount per person per ride. This is the formally set process which is expected to be followed by the visitors.
PEOPLE
A well trained and experienced work force is been employed in our amusement park which includes a total of 52 employees including superintendent, ride operators, accountants, ticket collectors etc.
PHYSICAL EVIDENCE
A physical object is self defining; a service is not and therefore the marketing task in service industries is defining for the service what the service cannot define for itself. Three factors are to be taken care off •
Ambient factor
•
Design factor
•
Social factor
In our amusement park we have completely taken care of ambience factor i.e. cleanliness etc. by proper dumping of the garbage. Along with this design factor is also been fairly taken care of a well designed furniture and infrastructure is been set up in the entire park and all these things are done keeping in mind the social factor where nothing is against any social class.
HR FEASIBILITY ORANISATION CHART
JOB ANALYSIS
JOB DESCRIPTION
Job description is an organized, factual statement of duties and responsibilities of a specific job. In brief, it should tell what is to be done, how it is going to be done. It is a standard of
function, in that; it defines the appropriate and authorized content of a job.
JOB SPECIFICATION
Job specification is a statement of the minimum acceptable human qualities necessary to perform a job properly. It is standard of personal and designates the qualities required for acceptable performance. The details of the job description and job specification for the administrative persons are given below. Superintendent Superintendent Job Description:
Job Title:
Superintendent
Reports to:
working partner
Duties and responsibilities:
To see the functioning of rides and supervise ride operators. To supervise day to day activity of park
Job Specification:
Job Title:
Superintendent
Education:
Graduate in any field
Experience:
1 to 2 years
Mental Ability:
Good leader and motivator, supportive for workers. Handle subordinates problems effectively.
Accountant Job Description:
Job Title:
Accountant
Reports to:
working partner
Duties and responsibilities:
Maintain books of accounts, clear legal formalities of Taxation responsible for all accounting work.
Job Specification
Job Title:
Accountant
Education:
Graduate in commerce
Experience:
1 year minimum
Mental Ability:
Handle financial data efficiently
Ticket clerk
Job Description:
Job Title:
Ticket clerk
Reports to:
Accountant
Duties and responsibilities:
To keep the records.
Job Specification:
Job Title:
Ticket clerk
Education:
Graduate in commerce
Experience:
6 to 12 months
Mental Ability:
Good speed on computer.
Ride operator Job Description:
Job Title:
Ride operator
Reports to:
Superintendent
Duties and responsibilities:
To operate various types of outdoor rides and operate indoor games
Job Specification:
Job Title:
Ride operator
Education:
Any qualification
Experience
Not required
Mental Ability:
Ability to understand games rules and provides assistance to players.
Salary chart
DESIGNATIO N SUPERINTEND ENT
NO. OF PERSO NS
SALARY PER MONTH PER EMPLOY EE
SALAR Y PER MONT H
3
5000
15000
SALAR Y PER YEAR
180000
RIDE OPERATOR TICKET CLERK
20 3
3500 3500
70000 10500
840000 126000
SWEEPER
5
2500
12500
150000
SECURITY
15
3000
45000
540000
ACCOUNTANT
3
6000
18000
216000
GARDENER
5
3000
15000
180000
TOTAL
52
25000
18600 0
22320 00
MARKETING FEASIBILITY Marketing
One of the shortest and sweetest definitions of the marketing is need “profitability” How is it possible to make aware the people about our service?
The simplest way of making aware to people about the service is marketing. In this competitive world, marketing is really important for any company or firm to provide their service in the market. Today there are different media vehicle is available to make mark on the consumer mind about the service. Now, it is believed that “the best way to get & keep customers is to constantly figure out how to give them the best for less.” In this far reaching equally competitive era of modernization, each and every field requires strong and good marketing skills. The motive of marketing is to meet and satisfy target consumers name and provide services to them well.
Marketing is:
M- Money must be secondary.
A- All the customer should be satisfied.
R- Reasonable rate for providing service.
K- Keep eyes on the competitor.
E- Easy availability of service.
T - Thoughtfully advertise service.
I – Importance of quality
N- Need of tremendous changes all the time.
G- Generation of new idea .
MARKETING OBJECTIVES The main objectives are in the following. (1) Profit maximization. (2) Increase market share. (3) Create brand awareness (4) To capture the market (5) Goodwill
(6) To satisfy customers
Market research is the systematic design, collection analysis and reporting of data and findings relevant to a specific market situation facing the company.
Effective marketing research system involves the 5 steps shown in following figure:
(A)
Define the problem and research objectives
Our main objective in our research is “finding the scope and feasibility of AMUSEMENT PARK”.
(B)
Develop the research plan:
The next step of a marketing research is to develop a step-bystep plan regarding decision factors like sources of data, data collection method and contact methods. Sources of Data
The data sources can be primary or secondary, we have used both. (1)
Primary Data
Primary data are the raw data and structure of variables that have been specifically collected four assembled for a correct information research problem. Our research for primary source consists of: Consumers Household: we have surveyed 600 people. (2)
Secondary Data
The information i.e. collected from news papers, magazine, reports and internet is known as secondary data.
Data Collection Method Research Approaches
a) Observational research b) Focus groups research c) Survey research d) Behavioural data e) Experimental research We used the “Survey Approach” through questionnaire. Research Instrument
a) Questionnaire b) Psychological Tools c) Mechanical Devices d) Quantitative Measures The major research instrument that we use is “ questionnaire” of Household and Industries.
Sampling Plan
The marketing researcher must designed sampling plan which consist of three components such as: 1) Sample unit: People of Ahmedabad City. 2) Sample size: 600 people 3) Sampling Procedure: Random sampling (Zone-wise Division, North – East – West – South)
Contact Method
There are various way to contact the people:
mail,
telephone, personal approach. There were direct (personal) contacts with the people for filling questionnaire.
(c) Collect the Information
The data collection phase of marketing research is generally the most expensive and the most prone to error, in case of Survey, we have faced some problems such as: 1).
While collecting the information, we had some
difficulties in extracting information from some people 2). The response of some people was biased and unreliable.
Though collecting the information is mostly prone to error, we have tried our best to cover all possible aspects so that our research will be able to give us correct idea of current scenario.
(C)
Analysis of the information
The data collected in the previous stages have to be arranged properly and orderly. They have to be carefully processed and edited so as to make a comparative study.
For analysis we have distributed the various questions in tabulated form and we have presented it in different charts.
How do you spend your leisure time?
Occupation student personal business
Watching Movies
Freaking Out
Visiting Amusement Park
264
147
101
51
29
13
15
17
Any Other Activities
service house wife
27 13
25 17
71 16
20 29
govt officers
11
31
39
7
TOTAL
344
233
242
124
With the help of given chart we can interpret that in case of students, they spend most of their leisure time watching movies or with outing. From data we can decide that majority of students should be targeted to increase their interest in visiting amusement park. Service people and govt. Officials choose amusement park compared to other occupational and efforts should be made to maintain their interest.
Business personal are less likely to spend their time in amusement parks. Over all study of chart suggest that according to occupational data there is very good scope for amusement park as 25 percent of people spend their time in amusement park.
The frequency of visiting amusement park according to its location 0
FREQUENCY DAILY WEEKLY FORTNIGHTLY MONTHLY NOT FREQUENTLY
LOCATION LOCAL
OUT OF STATION
0 0 24 118 237
0 0 0 63 104
With the help of given chart we can see that there is high number of locals visiting amusement park than people from out of station, people mostly visit amusement park on monthly basis or not much frequently. Efforts can be made to convert non-frequent visitors in to frequent visitors. Over all scenario is favourable to amusement park business because of high local visitors and also monthly visitors are in good numbers from both locations.
The Occupation Of The Visitors And Their Frequency Of Visiting Amusement Park. FREQUENCY OCCUPATION DAILY
STUDENT PERSONAL BUSINESS SERVICE HOUSE WIFE GOVT. OFFICERS
NOT MONTHLY FREQUENTLY
WEEKLY
FORTNIGHTLY
0
30
44
94
160
0 0 0 0
0 0 0 0
0 11 9 0
23 61 13 15
24 34 21 7
TOTAL
0
30
64
206
246
From given chart we can see that the students are frequent visitors and other occupational are also likely to visit amusement park frequently and this fact gives a strong support to amusement park project. We can see that there will be regular visitors to amusement park.
The Services Preferred By Different Age-Group People In An Amusement Park.
SERVICES BELOW 20 RIDES HEALTH FACILITY DANCE FLOOR RESTAURANT HORSE RIDING
AGE GROUP 20-25 25-35
35-50
ABOVE 50
108
127
101
41
0
0
12
7
41
29
31 68
67 59
28 77
24 43
0 17
25
28
17
9
0
TOTAL
232
293
230
158
46
From the above graph we can conclude that most of the people in an amusement park prefer rides and restaurent. People from Age group between 20-35 years are visiting amusement park in a high number. Our amusement park provides both rides and restaurent facilities, so there is a good chance of making profit in future.
Level of satisfaction
The Level Of Satisfaction By Visiting Amusement Park.
HIGHLY SATISFIED
42
SATISFIED
331
NEUTRAL
136
LOW SATISFACTION
30
DISSATISFACTION
7
The given chart shows that majority of visitors are satisfied with amesement park which sugest that it is profitable to open new amusement park.
REASON FOR NOT VISITING
LACK OF TIME
23
FAR AWAY DISTANCE
18
NOT AWARE OF
0
SEEMS TO BE BORING
13
25 20
LACK OF TIME
15
FAR AWAY DISTANCE
10
NOT AWARE OF
5
SEEMS TO BE BORING
0
We conclude from the above chart that all people are aware of amusement park but they are not visiting due to the lack of time.
COST OF THE PROJECT
SR NO.
PARTICULARS
SCHEDUL E
1 2 3
LAND OTHER EQUIPMENTS FURNITURE
1 2 3
45000000 127900 617100
4 5 6 7 8
BUILDING & CONSTRUCTION COMPUTER RIDES GENERATOR PRELIMINARY EXPENSES
4 5 6 7
4078000 133000 10180000 900000 3609545
9
CONTINGENCY
8
639455
TOTAL COST OF THE PROJECT
AMOUNT (RS.)
65285000
MEANS OF FINANCE PARTICULARS
AMOUNT (RS.)
OWNERS FUND PARTNERS CAPITAL
18285000
BORROWED FUND TERM LOAN
TOTAL
47000000
65285000
SCHEDULES
SCHEDULE 1: - LAND PARTICULARS COST OF FURNITURE TABLE BASICCHAIR COST REVOLVING VISITOR STAMPCHAIR DUTY 6.5% BANQUET HALL(CHAIR) TRANSFER FEE SOFA SET TOTAL BENCHES FILING CABINET FIXTURES TOTAL
UNIT 4 5 10 200 2 6 2
AMOUNT PRICE AMT 750 3000 42230000 2000 10000 20027450002000 25025000 50000 10000 20000 45000000 350 2100 15000 30000 500000 617100
SCHEDULE 2: - OTHER EQUIPMENTS
PARTICULARS
UNITS
PRICE
AMT
SPLIT A/C
4
17000
68000
FANS
3
1150
3450
WATER COOLER
3
18000
54000
TELEPHONE
3
817
2450
TOTAL
SCHEDULE 3: - FURNITURE
SCHEDULE 4: - CONSTRUCTION COST
127900
PARTICULARS TICKET WINDOW
SQUARE FEET 136
RATE PER SQ.FEET 745
COST 101000
OFFICE SANITATION FACILITY TICKET WINDOW(RIDES)
590
745
439835
21
745
15645
730
745
543850
GAZIBO
372
745
277140
BANQUET
2422
1115
2700530 407800 0
TOTAL
SCHEDULE 5: - COMPUTER
PARTICULARS
UNITS
PRICE
AMT
COMPUTER
4
25000
100000
LAPTOP
1
33000
33000
TOTAL
133000
SCHEDULE 6: - RIDES RIDES ROCK N ROLL DRAGON TRAIN BIKE
AMOUNT 300000 200000 60000
GLOBE MERRY GO ROUND SPEED CHAM CAR AIR HOCKEY BASKET BALL WESTERN EXPRESS TRAIN JOCKER JUMPING (BOUNCIE) STRIKING CARS FLUME COASTER TORA TORA ROCK CLIMBING WALKING ANIMAL PLAY PORT INSTALLATION COST TOTAL
75000 200000 70000 75000 800000 75000 2500000 3500000 2000000 125000 50000 100000 50000 10180000
SCHEDULE 7: - PRELIMINARY EXPENSES PARTICULARS LICENCE FEE UTILITY DEPOSIT ADVERTISEMENT SURVEY EXPENSES LOAN CHARGES TOTAL
SCHEDULE
AMOUNT 31545 48000 2820000 5000 705000 3609545
7.1 7.2
SCHEDULE 7.1: - UTILITY DEPOSIT PARTICULARS METER DEPOSIT TELEPHONE DEPOSIT WATER CONNECTION TOTAL
AMOUNT 25000 5000 18000 48000
SCHEDULE 7.2: - ADVERTISEMENT PARTICULARS PER AD. ADV. IN DIVYA BHASKAR 200000 ADV. IN TIMES OF INDIA 250000
FREQUENC Y 4 4
AMOUNT 800000 1000000
ADV ON RADIO PER SEC RS. 100 OUR AD 20 SECS
2000
90
180000
BROUCHURE
8
5000
40000
4
800000 2820000
HOARDINGS
200000 TOTAL
SCHEDULE 8: - CONTINGENCY
PARTICULARS CONTINGENCY 0.99% OF TOTAL COST TOTAL
AMOUNT 639455 639455
PROFIT AND LOSS ACCOUNT SCHED ULE
2010-11
2011-12
2012-13
2013-14
2014-15
RIDES
1
35,12,249
37,93,112
41,76,498
45,77,966
49,91,844
ENTRY FEES
2
45,98,000
47,55,426
49,65,227
51,88,206
54,19,056
PARKING INCOME
3
5,22,000
5,55,930
5,92,065
6,36,470
6,84,206
RESTAURENT INCOME
4
9,60,000
9,60,000
9,60,000
9,60,000
9,60,000
ADVERTISEMENT INCOME
5
42,00,000
42,00,000
42,00,000
42,00,000
42,00,000
1,37,92,249
1,42,64,468
1,48,93,790
1,55,62,643
1,62,55,106
PARTICULARS
TOTAL INCOME
TOTAL INCOME
COST (EXPENSES) :
ELECTRICITY
6
16,12,800
17,49,888
18,98,628
20,60,012
22,35,113
WAGES AND SALARIES
7
22,32,000
23,99,400
25,79,355
27,72,807
29,80,767
50,000
52,500
55,000
57,500
60,000
8
1,00,000
1,05,000
1,10,250
1,15,763
1,21,551
9
22,21,450
19,02,637
16,31,403
14,00,276
12,03,046
10
1,75,000
1,78,500
1,82,070
1,85,711
1,89,426
11
3,29,000
3,29,000
3,29,000
3,29,000
3,29,000
16,000
16,000
16,000
16,000
16,000
1,20,000
1,26,600
1,33,860
1,41,846
1,50,630
PRELIMINARY EXP
7,21,909
7,21,909
7,21,909
7,21,909
7,21,909
TOTAL COST (EXPENSES)
75,78,159
75,81,434
76,57,475
78,00,823
80,07,441
PROFIT BEFORE INTEREST AND TAX
62,14,090
66,83,034
72,36,314
77,61,819
82,47,665
INTEREST.
51,70,000
48,60,827
45,17,644
41,36,712
37,13,877
INTEREST PARTNERS' CAPITAL
10,97,100
10,97,100
10,97,100
10,97,100
10,97,100
TOTAL INTEREST
62,67,100
59,57,927
56,14,744
52,33,812
48,10,977
PROFIT BEFORE TAX
(53,010)
7,25,107
16,21,570
25,28,007
34,36,688
TAX
-
2,07,678
5,01,065
7,81,154
10,61,936
CONSUMABLE STORE & SPARES REPAIRS & MAINTANENCE DEPRECIATION ON ASSESTS RENT , RATE , TAXES & INSURANCE ADVERTISEMENT AUDIT FEES UTILITY CHARGES
12
PROFIT AFTER TAX
(53,010)
5,17,429
11,20,505
17,46,853
23,74,751
SCHEDULE 1: - RIDES YEAR PARTICULA RS
2010-11 PR IC E PE R RI DE
NO. OF USER S
AMOU NT
2011-12
2012-13
NO. OF USE RS
AMT
NO. OF USE RS
2846 4 1219 9
71158 8 30496 6
2572 7 1102 6
1694 3 2033 1 3049 7
50827 7 40662 2 60993 2 25413 85
1531 4 1837 7 2756 5
AMT
2013-14 NO. OF USER S
AMT
2014-15 NO. OF USER S
AMT
MOST PREFERED TRAIN STRIKING CAR FLUME COASTER(WA TER RIDE) TORA TORA DRAGON MISSILE
25 25
2360 2 1011 5
590058 252882
643181 275649
2973 8 1274 5
318627
3522 2 1509 5
377383
20
20
1756 1
351225
1744 8
34896 6
1921 2
384238
2014 3
402861
2595 8
519151
20
1024 4
204881
1017 8
20356 4
1120 7
224139
1175 0
235002
1514 2
302838
30
1073 2
321956
1066 3
31988 6 87241 6
1174 1
22758 7
5513 0
15172 4 37931 1 37931 12
1225 1
20
421470 337176 505764 210735 0
459415 367532 551298 22970 74
531045 424836 637254 26552 23
2096 6 2515 9 3773 8
880561
1404 9 1685 9 2528 8
30
1770 1 2124 2 3186 3
743462
628972 503178 754766 31448 60
MODERATEL Y PREFERED ROCK N ROLL GLOBE MERRY GO ROUND AIR HOCKEY(2 PLAYERS)
878062
352218 96059 5
1231 0
369289 10071 53
1586 3
475889 12978 78
LESS PREFERED BIKE BASKET BALL(2 PLAYERS)
10
3161 0
316102
2275 9
30
7024
210735
5057
TOTAL
526837 351224 9
551298 367532 91883 0 41764 99
5493 6 1220 8
549356 366238 91559 4 45779 70
3294 6 7321
329461 219641 54910 2 49918 40
SCHEDULE 2: - ENTRY FEES PARTICULARS CHILDREN
2010-11
2011-12
167200 0 17,29,200 250800 0 25,93,800
2012-13
2013-14
2014-15
1805440
1886720
1970640
2708160
2830080
2955960
471680
492660
ADULTS SENIOR CITIZEN/ PHYSICAL HANDICAP
418000
4,32,300
451360
TOTAL
45980 00
47,55,42 6
49,6 51,88,2 5,227 06
54,19,05 6
ENTRY FEES PER PERSON
PARTICULARS CHILDREN ADULTS SENIOR CITIZEN
IN Rs. 40 60 20
TOTAL NO. OF EXPECTED VISITORS EVERY YEAR
PARTICULA R 2010-11 2011-12 2012-13 2013-14 2014-15 CHILDREN ADULTS SENIOR CITIZEN
TOTAL
41800 41800
43230 43230
45136 45136
47167 47167
49266 49266
20900 21615 22568 23584 24633 10450 10807 11284 11791 12316 0 5 0 8 5
SCHEDULE 3: - PARKING FEES PARTICULA RS TWO WHEELERS FOUR WHEELERS
TOTAL
201011
201112
201213
201314
201415
15660 16677 17762 19094 20526 0 9 0 1 2 36540 38915 41444 44552 47894 0 1 5 9 4 52200 55593 59206 63647 68420 0 0 5 0 6
EXPECTED No. OF VEHICLES IN EACH YEAR
PARTICULA 2010- 2011- 2012- 20132014RS 11 12 13 14 15 TWO WHEELERS 15660 16678 17762 19094 20526 FOUR WHEELERS 18270 19458 20722 22276 23947 TOTAL 33930 36136 38484 41370 44473 CHARGES PER VEHICLE
PARTICULARS TWO WHEELERS FOUR WHEELERS
IN Rs. 10 20
SCHEDULE 4: - RESTAURANTS CHARGES: - Rs. 80,000 PER MONTH PARTICUL ARS 2010-11 2011-12 2012-13 2013-14 2014-15 RENT 96000 96000 96000 96000 INCOME 0 0 0 0 960000
SCHEDULE 5: - ADVERTISEMENT INCOME NO. OF HOARDINGS: - 6
YEAR: - 2010-11 PARTICUL ARS
STATUS MONTHLY RENT IN Rs. MONTHS OCCUPIED MONTHS VACANT AMOUNT RECEIVED
1
SELF OCCUPIE D
NIL
2
3
4
5
6
ON RENT
ON RENT
ON RENT
ON RENT
ON RENT
100000 100000 100000 100000 100000
12
12
12
12
3
3
0
0
0
0
9
9
0
TOTAL AMOU NT
120000 120000 120000 0 0 0 300000 300000
42000 00
YEAR: - 2011-12 PARTICUL ARS
STATUS
1
SELF OCCUPIE D
2
3
4
5
6
ON RENT
ON RENT
ON RENT
ON RENT
ON RENT
MONTHLY RENT IN Rs.
NIL
MONTHS OCCUPIED
12
12
12
12
3
3
MONTHS VACANT
0
0
0
0
9
9
TOTAL AMOU NT
100000 100000 100000 100000 100000
AMOUNT RECEIVED
0
120000 120000 120000 0 0 0 300000 300000
42000 00
YEAR: - 2012-13 PARTICUL ARS
STATUS
1
SELF OCCUPIE D
2
3
4
5
6
ON RENT
ON RENT
ON RENT
ON RENT
ON RENT
MONTHLY RENT IN Rs.
NIL
MONTHS OCCUPIED
12
12
12
12
3
3
MONTHS VACANT
0
0
0
0
9
9
TOTAL AMOU NT
100000 100000 100000 100000 100000
AMOUNT RECEIVED
0
120000 120000 120000 0 0 0 300000 300000
42000 00
YEAR: - 2013-14 PARTICUL ARS
STATUS
1
SELF OCCUPIE D
MONTHLY RENT IN Rs.
NIL
MONTHS OCCUPIED
12
MONTHS
2
3
4
5
6
ON RENT
ON RENT
ON RENT
ON RENT
ON RENT
100000 100000 100000 100000 100000
12
12
12
3
3
TOTAL AMOU NT
VACANT
0
0
0
0
9
9
AMOUNT RECEIVED
0
120000 120000 120000 0 0 0 300000 300000
42000 00
YEAR: - 2014-15 PARTICUL ARS
STATUS
1
SELF OCCUPIE D
2
3
4
5
6
ON RENT
ON RENT
ON RENT
ON RENT
ON RENT
MONTHLY RENT IN Rs.
NIL
MONTHS OCCUPIED
12
12
12
12
3
3
MONTHS VACANT
0
0
0
0
9
9
TOTAL AMOU NT
100000 100000 100000 100000 100000
AMOUNT RECEIVED
0
120000 120000 120000 0 0 0 300000 300000
42000 00
SCHEDULE 6: - ELECTRICITY 2010-11
UNIT S TO BE USE D PER YEA R
2011-12 2012-13 2013-14 2014-15 UNI UNI TS UNIT TS UNIT TO S TO TO S TO BE BE BE BE ANNU USE ANNUA USE ANNU USE ANNUA USE ANNU AL D L D AL D L D AL PER PER PER PER YEA YEA YEA YEA AMT R AMT R AMT R AMT R AMT
IN Rs. 23040 0
16128 00
IN Rs. 2499 84
17498 88
IN Rs. 27123 3
18986 31
IN Rs. 2942 88
20600 16
IN Rs. 31930 2
22351 14
CHARGES PER UNIT: - Rs. 7 PER MONTHS UNITS IN EACH YEAR 2010-11 19200
2011-12 20832
2012-13 22603
2013-14 24524
2014-15 26609
SCHEDULE 7: - SALARIES
YEAR PARTICULA RS
2010-11
2011-12
2012-13
2013-14
2014-15
PER
PER
PER
PER
PER
PER
PER
PER
PER
PER
MO NTH
YEAR
MON TH
YEAR
MON TH
YEAR
MONTH
YEAR
MON TH
YEAR
IN Rs.
IN Rs.
IN Rs.
IN Rs.
IN Rs.
IN Rs.
IN Rs.
IN Rs.
IN Rs.
IN Rs.
SWEEPERS
1250 0
150000
1343 7
161250
1444 5
17334 3
15528
186344
1669 3
200320. 4
GARDENERS
1500 0
180000
1612 5
193500
1733 4
20801 2
18634
223613
2003 2
240384. 4
SECUIRITY
4500 0
540000
4837 5
580500
5200 3
62403 7
55903
670840
6009 6
721153. 3
TICKET CLERK
1050 0
126000
1128 7
135450
1213 4
14560 8
13044
156529
1402 2
168269. 1
RIDE OPERATORS
7000 0
840000
7525 0
903000
8089 3
97072 5
86960
104352 9
9348 2
112179 4
SUPERINTEN DANTS
1500 0
180000
1612 5
193500
1733 4
20801 2
18634
223613
2003 2
240384. 4
ACCOUNTAN TS
1800 0
216000
1935 0
232200
2080 1
24961 5
22361
268336
2403 8
288461. 3
TOTAL
22320 00
23994 00
25793 55
27728 07
298076 7
SCHEDULE 8: - REPAIRS AND MAINTENANCE PARTICULA RS WATER COOLER
2010-11
2011-12
2012-13
25000
26250
27562. 5
2013-14
2014-15
PRINTER AIR CONDITIONS
5000
5250
5512.5
20000
21000
22050
RIDES
50000
52500
55125
28940.6 25 30387.65 5788.12 5 6077.53 24310.12 23152.5 5 57881.2 5 60775.3
TOTAL
10000 0
10500 0
11025 0
115762 121550. .5 625
SCHEDULE 9: - DEPRECIAITION YEAR 2010-11 NAME OF THE ASSET
RATE OF DEPRECIATION
OPENING BALANCE
DEPRECIA TION
IN PERCENTAGE
IN RUPEES
IN RUPESS
LAND
0
45000000
0
BUILDING
10
4078000
407800
RIDES
15
10180000
1527000
W.D.V IN RUPEE S 450000 00 367020 0 865300 0
GENERATOR
15
900000
135000
765000
COMPUTER
30
133000
39900
93100
FURNITURE OTHER EQUIPMENTS
15
617100
92565
524535
15
127900
19185
108715 588145 50
TOTAL
2221450
YEAR 2011-12 NAME OF THE ASSET
RATE OF DEPRECIATION
OPENING BALANCE
DEPRECIA TION
IN PERCENTAGE
IN RUPEES
IN RUPESS
LAND
0
45000000
0
BUILDING
10
3670200
367020
RIDES
15
8653000
1297950
W.D.V IN RUPEE S 450000 00 330318 0 735505 0
GENERATOR
15
765000
114750
650250
COMPUTER
30
93100
27930
FURNITURE OTHER EQUIPMENTS
15
524535
78680.25
15
108715
16307.25
65170 445854. 75 92407.7 5 569119 12
TOTAL
1902637.5
YEAR 2012-13 NAME OF THE ASSET
RATE OF DEPRECIATION
OPENING BALANCE
DEPRECIA TION
IN PERCENTAGE
IN RUPEES
IN RUPESS
W.D.V IN RUPEES
LAND
0
45000000
0
45000000
BUILDING
10
3303180
330318
RIDES
15
7355050
1103257.5
2972862 6251792. 5
GENERATOR
15
650250
97537.5
552712.5
COMPUTER
30
65170
19551
FURNITURE OTHER
15 15
445854.75 92407.75
66878.2125 13861.1625
45619 378976.5 375 78546.58
EQUIPMENTS
1631403.3 75
TOTAL
75 5528050 9.13
YEAR 2013-14 NAME OF THE ASSET
RATE OF DEPRECIATION
OPENING BALANCE
DEPRECIATI ON
IN PERCENTAGE
IN RUPEES
IN RUPESS
W.D.V IN RUPEES
LAND
0
45000000
0
45000000
BUILDING
10
2972862
297286.2
RIDES
15
6251793
937768.95
GENERATOR
15
552712.5
82906.875
2675575.8 5314024.0 5 469805.62 5
COMPUTER
30
45619
13685.7
FURNITURE OTHER EQUIPMENTS
15
378976.538
56846.4807
15
78546.5875
11781.98813 1400276.19 4
RATE OF DEPRECIATION
OPENING BALANCE
DEPRECIATI ON
IN PERCENTAGE
IN RUPEES
IN RUPESS
W.D.V IN RUPEES
LAND
0
45000000
0
45000000
BUILDING
10
2675576
267557.6
2408018.4
RIDES
15
5314024
797103.6
4516920.4
GENERATOR
15
469805.6
70470.84
399334.76
COMPUTER
30
31933.3
9579.99
FURNITURE OTHER EQUIPMENTS
15
322130.057
48319.50855
15
66764.5994
10014.68991
22353.31 273810.54 85 56749.909 49
TOTAL
31933.3 322130.05 73 66764.599 38 53880233 .43
YEAR 2014-15 NAME OF THE ASSET
1203046.22 8
TOTAL
52677187 .33
SCHEDULE 10: - INSURANCE PREMIUM
2010-11
2011-12
2012-13
2013-14
2014-15
PARTICULARS
IN Rs.
IN Rs.
IN Rs.
IN Rs.
BUILDING
5000
5100
5202
IN Rs. 5412.160 8 75770.25 12 108243.2 16 189425.6 28
RIDES THIRD PARTY ACCIDENT
TOTAL
5306.04 74284.5 70000 71400 72828 6 106120. 100000 102000 104040 8 185711 175000 178500 182070 .4
SCHEDULE 11: - ADVERTISEMENT EXPENSES CHARGES BROUCHERS: - Rs.8 PER BROUCHER HOARDINGS: - Rs. 200000 PER MONTH NEWSPAPER: - Rs. 125000
PARTICUL ARS 2010-11 2011-12 2012-13 NEWSPAPE R 125000 125000 125000 HOARDING S 200000 200000 200000 BROUCHER S 4000 4000 4000 32900 32900 32900 TOTAL 0 0 0
2013-14 2014-15
125000 125000 200000 200000 4000 4000 32900 32900 0 0
SCHEDULE 12: - UTILITY CHARGES PER MONTH TELEPHONE CHARGES WATER CHARGES
Rs. 5,500 Rs. 4,500 201011
201112
201213
201314
201415
PARTICULARS TELEPHONE CHARGES 66000 72600 79860 87846 96630 WATER CHARGES 54000 54000 54000 54000 54000 1200 1266 1338 1418 1506 TOTAL 00 00 60 46 30
BALANCE SHEET PARTICULARS
SCHE DULE
2010-2011
1
1,82,85,000
2011-2012
2012-2013
2013-2014
2014-2015
SOURCES OF FUND
1,82,85, Partner’s Capital
000
1,82,85, 000
4,64, Reserve & Surplus
(53,010)
418
1,82,85, 000
15,84, 923
1,82,85, 000
33,31, 776
57,06 ,527
Secured Loans
4,10,69, Term Loan @ 11%
2
4,41,89,333
493
Total Secured Loans
4,41,89,333
493
Total sources of fund
6,24,21,323
911
4,50,00,000
000
Furniture
6,17,100
535
Other equipment
1,27,900
715
40,78,000
200
1,33,000
100
1,01,80,000
000
9,00,000
000
3,76,06, 470
4,10,69,
3,37,62, 514
3,76,06, 470
5,98,18,
3,37,62, 514
5,74,76, 393
2,94,95, 724 2,94,95, 724
5,53,79, 290
5,34,87, 251
APPLICATION OF FUND Fixed Assets
4,50,00, Land
4,50,00, 000
5,24,
4,45, 855
1,08,
Gross Block
Net Block
22,21,450
638
5,52,
4,69 ,805
5,52,80, 508
16,31, 403
53,14 ,024
712 5,69,11, 912
5,69,11, 912
5,88,14,550
62,51,
6,50,
19,02, Less : Depreciation
31 ,933
792
250 5,88,14, 550
6,10,36,000
45,
73,55,
7,65, Generator
26,75 ,575
619
050
66 ,765
29,72,
65,
86,53, Rides
78,
862
170
3,22 ,130
547 33,03,
93, Computer
3,78,
92,
180
4,50,00, 000
977
407 36,70,
Building & Construction
4,50,00, 000
5,38,80, 232
14,00, 276
5,52,80, 509
12,03 ,046
5,38,80, 232
5,26,77, 186
Current Assets
7,41, Cash & Bank Bal.
7,19,137
272
Total Current Assets
7,19,137
272
28,87,636
727
6,24 ,21,3 23
911
7,52, 066
7,41,
Preliminary expenses not written off
7,52, 066
21,65,
7,77,
14,43,
8,10 ,065
7,21, 909
5,74,76, 393
8,10 ,065
149
818 5,98,18,
T ota l Applicat io n o f funds
7,77, 149
5,53,79,
290
5,34,87, 251
SCHEDULE 1: - PARTNER’S CAPITAL NAME OF THE PARTNER JIGAR BHAVSAR SACHIN DARJI KRUPALI MANANI HARSHIL MEHTA KHUSHBU MEHTA KRISHNA MEHTA DHAVAL MESURANI RISHIT PATEL DHRUMI SHAH HELI SHAH RACHANA KHANDHAR
SCHEDULE 2: - TERM LOAN
CONTRIBUTION 1662000 1662000 1662000 1662000 1662000 1662000 1662000 1662000 1662000 1663500 1663500
PARTICULARS LOAN AMOUNT ROI (P.A.) TERM IN YEARS INSTALMENT AMT.
AMOUNT 47000000 11.00% 10 7980667
AMORTISATION STATEMENT YEARS 1 2 3 4 5 6 7 8 9 10
INTERES PRINCIPA OPENING T L 47000000 44189333 41069493 37606470 33762514 29495724 24759587 19502474 13667079 7189791
5170000 4860827 4517644 4136712 3713877 3244530 2723555 2145272 1503379 790876
2810667 3119840 3463023 3843955 4266790 4736137 5257112 5835395 6477288 7189791
INSTALLEME NT
CLOSING
7980667 7980667 7980667 7980667 7980667 7980667 7980667 7980667 7980667 7980667
44189333 41069493 37606470 33762514 29495724 24759587 19502474 13667079 7189791 0
CASH FLOW STATEMENT PARTICULARS
1
2
3
4
5
-53010
517429
1120505
1746853
2374751
CASH FLOW FROM OPERATING ACTIVITIES
NET PROFIT AFTER TAXATION (PAT)
INTEREST
6267100
5957927
5614744
5233812
4810977
TAX PROVISION
0
207678
501065
781154
1061934
DEPRECIATION
2221450
1902637
1400276
1203046
721909
721909
721909
721909
721909
CHANGES IN WORKING CAPITAL
0
0
0
0
0
TAX PAID
0
-207678
-501065
-781154
-1061936
9157449
9099902
9088561
9102850
9110681
-61036000
0
0
0
0
-3609545
0
0
0
0
64645545
0
0
0
0
18285000
o
o
o
o
TERM LOAN TAKEN
47000000
o
o
o
o
REPAYMENT OF TERM LOAN
-2810667
-3119840
-3463023
-3843955
-4266790
INTEREST ON LOAN
-5170000
-4860827
-4517644
-4136712
-3713875
INTEREST ON CAP
-1097100
-1097100
-1097100
-1097100
-1097100
56207233
-9077767
-9077767
9077767
-9077765
719137
22135
10794
25083
32916
OPENING BALANCE
0
719137
741272
752066
777149
CLOSING BALANCE
719137
741272
752066
777149
810065
PRELIMINARY EXPENSES
1631403
NET CASH FLOW FROM OPERATING ACTIVITIES CASH FLOW FROM INVESTMENT ACTIVITIES
PURCHASE OF ASSETS PRILIMINARY EXPENSES NET CASH FLOW FROM INVESTMENT ACTIVITIES
-
CASH FLOW FROM FINANCIAL ACTIVITIES
CAPITAL
NET CASH FLOW FROM FINANCIAL ACTIVITIES
TOTAL
-
RATIO ANALYSIS PARTICULARS
2010-11
201112
201213
201314
201415
-0.38
3.63
7.52
11.22
14.6
PROFITABILITY RATIO NET PROFIT RATIO(%) (NET PROFIT/SALES)100
OPERATING RATIO(%) (PBIT/SALES)*100
45.05
46.85
48.59
49.87
50.74
15.72
16.97
18.48
20.22
22.01
10.44
11.59
12.91
14.2
15.41
0.23
0.25
0.27
0.28
0.31
23.17
24.74
26.58
28.47
30.39
30.62
32.52
35.46
39.55
44.86
PBIT/INTEREST ON DEBT
1.2
1.38
1.6
1.87
2.22
DEBT SERVICE COVERAGE RATIO (PAT+DEPRECIATION+INTEREST+PRELIMINARY EXP)/(INSTALLMENT+INTEREST)
1.15
1.1402
1.1388
1.1406
1.1416
CASH PROFIT RATIO(%) [(PAT+DEPRICIATION)/SALES]*100 RETURN ON INVESTMENT(%) (PBIT*100)/(TOTAL ASSETS-MISC.EXPENSES)
EFFICIENCY RATIO FIXED ASSETS TURNOVER RATIO SALES/FIXED ASSETS TOTAL ASSET TURNOVER RATIO (SALES)/(TOTAL ASSETS-MISC.EXP.)
SOLVANCY RATIO PROPRIETOR'S RATIO(%) PROPRIETOR'S FUND/TOTAL ASSET-MISC.EXP
COVERAGE RATIO INTEREST COVERAGE RATIO
TREND OF RATIOS
Interpretation:
The firm has made loss in the first year itself and then continuously made profit for four year. It shows the firms capability to increases revenue from its business.
Interpretation: Operating profit of the firm is continously increasing over the five years, but it dose not increase with more margins because of increses in revenues expenses in that years. But it does not decrease that also shows continously increament in revenue.
Interpretation: Cash profit of the firm is continously increasing in five years and it will help the firm to repay its loans and liabilites. Cash profit increment also indicate that the firm has more source to earn cash revenue.
Interpretation: The return of investment indicates that the earning capacity of the firm through the amount invested as the revenue generation increas eases year by year and and the percentage age of return on inve invest stme ment nt incr incres eses es from from year year to year year as 1 st year year retur returnn on invrstment is 10.44% and 2 nd year it is 11.59%, that indicate increment of 1.15% and like wise in second years it incerase 1.32%, in 3 rd year in shows increment of 1.29% and in 4 th year it increases by 1.21%.
Interpretation: As the revenue is increasing year by year and the depreciation is written off the value of fixed assets reduces and thus there is an increase in the fixed asset turnover ratio. That is shift is seen by 0.02% every year except in 4 th year it increase 0.01%, while in 5 th year it increases by 0.03%.
Interpretation: The total asset turnover ratio of the firm continously increses in 5 years. It shows that firm has optimum uses of its assets to generate its revenue.
Interpretation: Proprietor ratio indicate that the share of owners in the firm aganist the other liabilites. The Proprietor ratio of the firm is continously increasing in five years and in the 5 th year its is nearly 45% and its equal to half of the balance sheet total and its gives encourage the firm to take more risk.
Interpretation: The interest coverage ratio indicates capacity of firm to pay interest on debt out of its profit. The above chart shows that there is continuous increase in this ratio through out 5 years because of increase in revenue. It is maximum 2.22% in the 5 th year.
Interpreation: This ratio indicates the capacity of the firm to pay debts along with interest. The above chart shows that there is decrease in the ratio.
BREAK EVEN ANALYSIS PARTICULAR S TOTAL INCOME LESS: VARIABLE COST
2010-11
2011-12
2012-13
2013-14
2014-15
1,37,92,249
1,42,64,468
1,48,93,790
1,55,62,643
1,62,55,106
16,12,800
17,49,888
18,98,628
20,60,012
22,35,113
1,00,000
1,05,000
1,10,250
1,15,763
1,21,551
17,12,800
18,54,888
20,08,878
21,75,774
23,56,664
1,20,79,449
1,24,09,580
1,28,84,912
1,33,86,869
1,38,98,442
22,32,000
23,99,400
25,79,355
27,72,807
29,80,767
50,000
52,500
55,000
57,500
60,000
22,21,450
19,02,637
16,31,403
14,00,276
12,03,046
1,75,000
1,78,500
1,82,070
1,85,711
1,89,426
3,29,000
3,29,000
3,29,000
3,29,000
3,29,000
16,000
16,000
16,000
16,000
16,000
UTILITY CHARGES
1,20,000
1,26,600
1,33,860
1,41,846
1,50,630
PRELIMINARY EXP
7,21,909
7,21,909
7,21,909
7,21,909
7,21,909
INTEREST - T.L.
51,70,000
48,60,827
45,17,644
41,36,712
37,13,877
10,97,100
10,97,100
10,97,100
10,97,100
10,97,100
1,21,32,459
1,16,84,473
1,12,63,341
1,08,58,861
1,04,61,755
(53,010)
7,25,107
16,21,571
25,28,008
34,36,688
87.5814307
86.99644459
86.51197257
86.01924878
85.50201065
ELECTRICITY REPAIRS & MAINTANENCE
TOTAL VARIABLE COST CONTRIBUTI ON FIXED COST WAGES AND SALARIES CONSUMABLE STORE & SPARES DEPRECIATIO N ON ASSESTS RENT , RATE , TAXES & INSURANCE ADVERTISEME NT AUDIT FEES
INTEREST - PARTNERS' CAPITAL
TOTAL FIXED COST PROFIT P/V RATIO
BEP
1,38,52,775. 53
1,34,30,977. 62
1,30,19,401. 44
1,26,23,757. 10
1,22,35,682. 73
CAPITAL BUDGETING YEAR
PAT
DEPRECIA TION
PRE. EXP.
CFAT
DISC OUN TING
P V OF CASH FLOW
FAC TOR 12%
DISC OUNT ING
P V OF CASH FLOW
CUM CFAT
FACT OR 2%
201011
(53,010 )
22,21,450
7,21,909
28,90,349
0.89 2
25,78,192
0.98
283254 2
2 8,90,349
201112
5,17,42 9
1902637
7,21,909
31,41,975
0.79 7
2504154
0.961
301943 7
6 0,32,324
201213
112050 5
16,31,403
7,21,909
34,73,817
0.71 1
2469883
0.942
327233 5
9 5,06,141
201314
174685 3
14,00,276
7,21,909
38,69,038
0.63 5
2456839
0.924
357499 1
1,33 ,75,179
201415
237475 1
12,03,046
7,21,909
42,99,706
0.56 7
2437933
0.906
389553 3
1,76 ,74,885
TOTAL
1,76,74, 885
57,06,528
1,24,47, 002
16594 840
NET PRESENT VALUE TOTAL DISCOUNTED CASH INFLOW LESS TOTAL CASH OUTFLOW
12447002.01
NPV
-5837997.99
18285000
PAY BACK PERIOD
In our project Pay Back Period is beyond 5 years. As at the end of the 5 years net cumulative Cash flow is Rs. 17674885 and our initial investment is of Rs. 18285000.
PROFITABILITY INDEX
TOTAL CASH INFLOW DIVIDE TOTAL CASH OUTFLOW
P.I
12447002.01 18285000
0.680722013
AVERAGE RATE OF RETURN
AVERAGE PROFIT DIVIDE AVERAGE INVESTMENT
ARR
INTERNAL RATE OF RETURN
11,41,305.67 9142500
12%
In case of IRR we require two NPV i.e. one negative and one positive at two different discounting factor. Hence in our project we have taken taken in to cons consid ider erat atio ionn two two disc discou ount ntin ingg fact factor or i.e. i.e. 2 and and 12% 12% discount level but as we can see that at 2% discount level also NPV
SWOT Analysis SWOT stands for strengths, weakness, opportunity and threats. A SWOT SWOT analy nalysi siss is used used to de dete term rmin inee whet whethe herr the the amusement park stands both internally and externally and
in relation to its competitor’s strength and weaknesses are the internal characteristics the amusement park can improve upon, while opportunities market as a whole and must be considered in decision making process.
Strengths
A major strength for excite amusement park is its loc locati ation at Sanand, there is resid sident ential as well as comm commer erci cial al and and no other ther such such kind ind of park ark ex exis ists ts in nearby area. •
Excite amusement park offers various facilities like a restaurant and banquette hall.
•
The rides with late atest tech echnolog logy are another advantage. •
Weakness
One disadvantage of excite amusement park is that it doesn’t have water park or aqua rides.
•
Another disadvantage is huge capital invested in the project at initial level. •
The project needs lots of advertisement and therefore there is a need of huge advertisement budget.
•
Opportunities
The project has opportunity to establish itself as a picnic spot and a place to enjoy family holidays.
•
There are very few players in this area so excite holds a potential market in amusement park business.
•
Threats
The existing players in similar business like SHANKUS Water Park and SWAPNA SHRUSHTI water parks may start a venture like excite because of attractive market. •
One important threat to excite is that it will attract only only loca locall popu popula lati tion on and will will fail fail to gene genera rate te heav heavyy traffic because of lack of very big rides. •
CONCLUSION
By conducting an extensive research on all the aspects of establishing an Amusement Park we conclude that the
project is feasible but beyond the term period of 5 years. In the end we can say that we have gained a deep insight of the Amusement Park industry. And we would like to thank each and every person who has helped us in making this project successfully and for giving us the practical insight. We are also thank full to the all the faculties who guided us at every junction in this journey. Feasibility study revealed a deep hiatus between theoretical and practical aspects of management but there are visible interlink ages.
BIBLIOGRAPHY Reference books: •
Philip Kotler
•
Organizational Behaviour- Stiffen Robbins and
Seema Sanghi •
Service Marketing- Christopher and love lock
Search Engines: www.google.com www.wikipedia.com www.yahoo.com
Websites: www.quickmba.com www.akenterpriseindia.com www.arihant .com ANNEXURE
QUESTIONNAIRE FOR THE FEASIBILITY OF AMUSEMENT PARK 1. Area
2. Gender: □Male
□Female
3. Occupation: □Student □Personal business □Service □Housewife □Govt.officers □Others
4. Monthly Family Income: □rs.20000 – rs.30000
□Rs.30000 – Rs.40000
□Rs.40000 – Rs.50000
□Above Rs.50000
5. Age-Group: □Below 20
□20-25
□35-50
□Above 50
□25-35
6. Have you ever visited to any Amusement park ? □ If yes, then go to Section-A □ If no, then go to Section-B
SECTION – A 7. Which type of Amusement park would you prefer? □ Local
□ Out of station
8. What is the frequency of visiting the Amusement park? □Daily □Fortnightly □Monthly
□Weekly □Not frequently
9. With whom would you like to go to amusement park? □ Alone
10.
□ Family
□ Friends
What type of Service do you mostly use in the Park ? □ Rides □ Restaurant
□ Health facility
□ Dance floor
□ Horse Riding
11. From which source do you know about the amusement park? □ T.V.
□ Newspapers
□ Hoardings
□ Radio family
12.
□ From friends
□ From
In which time slot, do you visit amusement park ? □ Morning
□ Noon
□ Evening
13. Which type of extra facilities do you prefer that you have seen in any other Amusement park ?
14.
Reason for not visiting Amusement Park ? □Jogging
□Fun
□Entertainment
□Leisure time
15.What is the level of satisfaction by visiting any amusement park ? □ Highly satisfied □ Low dissatisfaction
□ Satisfied
□ Neutral
□ Dissatisfaction
16.Kindly rate the following on importance scale. Facilities
Extrem e
Very Somewh Not importa at very
Not at all
importa nt nt
importa nt
importa importa nt nt
Ambience Cleanline ss Well trained staff location Dance Floor Health facility Horse riding
SECTION –B 1. Reason for not visiting any amusement park ? □ Lack of time □ Far away distance □ Not aware of □ Seems to be boring
