Beruflich Dokumente
Kultur Dokumente
HASU
FOODS
BY,
S. HARI HARA SUBRAMANIAN
INDEX
S.No
Topic
Introduction
Executive Summary
Organizational Hierarchy
Marketing Objective
Market Analysis
Sales strategy
13
Break Even
14
10
Financial Analysis
11.
Economic Feasibility
20
12
Summary
21
1.0 Introduction:
Page
2
2-3
4
5-6
7
8-9
10-12
15-19
As per CII estimate 2009 because of increase of rising per capital income Food
Food Industry is growing at the rate of 13% estimate CSO (Central Statistical
Organization)
Thus there is a huge market potential and no player has tried to offer this concept of
serving variety of regional tastes under one roof. This place will provide a traditional
taste and traditional environment means ambience of particular food court will resemble
to that of the place from which it belongs, e.g. (Punjab with vibrant surrounding
representing euphoria feeling, Kerala with majestic and natural beauty of beaches and
high tech global standard facilities). Its a unique combination in its own concept. After
enough market research, we have found that people miss food from their native places.
They want a place where they can enjoy their native place food. The food court is all
about catering to need of these types of customers. We will acquire half acre of land
strategically located to be easily accessible for the customers residing in Chennai.
Total estimated cost of land is around Rs. 2.5 Crores (at Rs. 1150/- per Sq.
Ft.).Construction Cost Rs. 2 Crores which utilizes 10000Sq. Ft. of area (at Rs 2000per sq
Ft.) .Remaining space would be used properly to present landscape beauty and to engage
children for entertainment. Initial project cost would be Rs 5 Crore. Contribution by
Promoters will be Rs. 1 crore and Bank loan of Rs. 4 crore. We will be repaying loan
with an EMI of approximately Rs nine lakhs per month .The loan would be repaid over
five years period. We will be able to breakeven in 3 years of time.
3.0 Organizational hierarchy:
There will be 3 Functional heads for this firm who will be handling various
managerial positions.
For day to day working several staff will be hired on monthly salary for various
positions which include from sweeper, to clean boy, to cook, to accountant, to assistant
manager, to a head for the food court supervision.
cook, 50 other helper boys for cleaning and taking order and for service.
3.1 Vision:
To constantly innovate & provide the best that we can for our customers
To be recognized as pioneers in the multi-brand food court management, utilizing the
highest levels of corporate & with dedicated employees and partners
3.2 Mission:
To provide integrated food management support and solutions for our partners
So that every customer gets highest level of food quality & outstanding service in a
hygienic & fun dining environment
4.0 Marketing objective
need of customer.
Location: - Our food court will be placed in such an area which can be easily
Experienced staff: - Our hired expertise staff helps us in providing quality food
Ambience of place: - The feeling of being in their native place while dinning is
Lack of experience: Food court is a start up and the odds are laced against it.
remain financially stable. However unforeseen expenditure or poor sales will threaten
cash position, which will be particularly vulnerable in one year.
Limited personnel: - Since we need expertise staff and to find and retain it is
Growing market: - restaurants market is growing at a fast speed and demand for
expertise staff we can deliver quality food products. Also the use of technology like
Surface technology on table makes it quite innovative and a new experience.
4.1.4 Threats
Local Competition (existing and potential): There are firms which specialize in
this concept of food court. Also local players are a threat to our business since they are
also competing for the same market share.
Economic downturn: The strong domestic economy has been good for the Food
Target Customers:
Age: Our target customers are family members within age group of 25-40 years.
Income: Our target customer will be seeker (2lac-5lac per annum), striver (5lac -10lac
per annum
Occupation: Professionals, Business man, Corporate
Behavioral: To build loyalty program with target customer.
Positioning: - Traditional Food with deep assortment and global standard services under
one roof.
5.2 Competitive Analysis :( On a scale of 1-5)
(Questionnaire asked from sample of fifty people within age group 25-40 years). This
analysis is done on various food joints on the parameters like food quality, ambiance,
taste, location, and price.
Food Quality
Price
Ambience
Service
Location
Customer
Murugan Idly
Saravana
Aanandha
Sangeetha
shop
4
2.5
3.5
3
3
0
Bhavan
3
3
3
2.5
3
0
Bhavan
2
3
1
2.5
2.5
0
3.5
3.5
3
3
2.5
0
Relation
Program
From various branches located across the city
Price: One or two products in each section will be kept at low price to attract the
customer .The product whose price is reduced should be price elastic to pull the customer
toward the food court.
Place: Our main focus is to pull crowd to food court by running promotional campaigns.
Other strategy is to focus on home delivery and corporate customers with the effective
use of information system to reduce the timing for logistics.
6.3 Promotion: We will be using Integrated Marketing Communication which will help
food court to develop a consistent, clear and compelling message which will be in sync
with food court positioning strategy.
6.3.1 Promotional opportunity:
As with robust growth of economy per capita income is increasing and more shift is
toward discretion spending. Thus offering great opportunity to promote our concept to
target audience. We will be giving important consideration for spending on promotional
budget.
6.3.2 Objective of Promotion:
To ensure awareness, knowledge about the food court concept to target customer.
Last stage is to develop conviction and purchase for the selected target
customer.
6.3.3 Promotional Strategies:
1st Stage
Organizing cultural event every weekend to pull crowd to food court and develop
To generate majority of revenue for food court by pulling customer to food court
location.
To target corporate office in the town and offering them special corporate prices.
frequency, preference etc.All this activity help us to build loyalty program with profitable
customer.
customer will just have to put menu on surface of computer and will get all information
regarding cuisine of his liking .This will substitute waiter role and help in cost reduction.
Not only this they can pay bill by using their credit/debit card just moving card over
surface of item order that display on computer surface screen.
anniversery).
Strategic alliance:
1 Form strategic Alliance with Sweet Chariot, Haldiram.This would
help us to cater diverse need of our target customer .In addition we will be taking rent
from them which will contribute to our miscellaneous revenue.
2. Promotinal strategy:
Installing kiosk in busy place like railway station ,majestic bus stand, advertising about
food court and help any consumer to download song free of cost, access tourist places in
Chennai, famous goods produce in Chennai .one option on the site provide wealth of
information about assortment of product available with food court.
3. Setting up website
Website which offers advantage better than web, Customer can interact with site, provide
their feed back and write blog about their experience in food court. We can use this site to
offer wealth of information about nutrient content of our products.
4. We will organize cultural programme every week to pull crowd towards food court.
We will be spending Rs 40,000 per month on this activity.
9.0 Break even analysis
We plan to break even within a period of three years, though we plan to repay our loan in
a period of 5 yrs. Fixed cost of investment is Rs 4.5 cr that we have spent on building and
land. We will break even at a Revenue of Rs 21.8 Cr
10.0 Financial analysis
Year - 2010
Cash Account
Revenue
To Capital
To Loan from
Bank
To Cash Sales
Total
Expenses
By land and
Building
By Purchase
By Equipment
Salary
Electricity
Insurance
45000000
18000000
3800000
9000000
4000000
500000
Consultancy Fee
Stationary
Legal
Other Expense
By Interest
By Tax
By Repayment of
100000
50000
10000
440000
4800000
5984748
Loan
By Advertisement
By Balance
Total
5877292
1920000
10417960
110000000
2000000
Expense
To purchase
To Interest
To
15500000
18000000
4800000
Advertisement
1920000
To tax
5984748
To Net Profit
11795252
Total
60000000
By Sales
60000000
Total
60000000
Balance sheet
Liability
To Capital
Loan
Loan Repaid
Loan to be Paid
Profit
Total
Asset
Land
Building after
Depreciation
Cash
Equipment
10000000
40000000
5877292
34122708
11795252
55917960
25000000
18000000
10417960
2500000
Total
55917960
18000000
-
15500000
1920000
60000000
-5984748 18595252
45000000
-
Equipment
25000000 47500000
10000000
40000000
-4800000
-5877292 39322708
10417960
Year 2011
Cash Account
Revenue
To Balance
To Cash Sales
Total
Expenses
By Purchase
Salary
Electricity
Insurance
Consultancy Fee
Stationary
Other Expense
By Repayment of
54000
475200
Loan
By Interest
By Tax
By Advertisement
By Balance
Total
7158567
3518725
12661723
1920000
18418945
82417960
2000000
Expense
To purchase
To Interest
To
16740000
22000000
3518725
Advertisement
1920000
To tax
12661723
To Net Profit
249954804
Total
83795252
By Sales
72000000
By Profit B/D 11795252
Total
83795252
Balance Sheet
Liability
To Capital
Loan
Loan Repaid
Loan to be Paid
Profit
Total
Asset
Land
Building after
Depreciation
Cash
Equipment
Total
10000000
34122708
7158567
26964141
24954804
61918945
25000000
16000000
18418945
2500000
61918945
12.0 Summary
We have introduce novel concept of offering deep assortment of traditional food with
cultural ambience of surrounding and to match with world class Services. To offer best
taste in our recipe we have carefully recruited chefs from all parts of country. As we are
spending Rs 2000 per Sqft. On constructing food court complex to offer our customer
ambience. We will be implementing many new market strategies to break through the
clutter and emerge as leading player in fast food chain in Chennai. We have done full
proof analysis of financial status. We have plan to breakeven in three years.
After successful implementation of our first pilot project in Chennai .we will be
starting our project in other metro of country. We will also scale up our project in
Chennai food court by utilizing unbuilt area for establishing Gaming center for children,
Spa, ultra modern fitness center.