Opportunity and issue analysis

In this section a SWOT (Strength, Weakness, Opportunity, Threat) is conducted for Chhaswala in respect
of the project undertaken, i.e analysisng whether it is feasible to open a branch of Chaaswala in Jaipur,
Rajasthan.

Strength
1. There is no dedicated brand in the area
which sells only chaas or lassi, making it
unique for the people of Jaipur.
2. There are a lot of varities of chaas and lassi
offered by the brand.
3. It serves different segments of the society.
For eg: It has Chocolate Lassi for the kids,
Mint Masala Chaas for the youngsters and
Kajubadam Lassi for the old.
4. Since Rajasthan is a desert area, chaas is a
quintessential for the people of this area,
thus making the area a viable option for it
to expand its business.
5. It provides the best quality dairy products
at reasonable prices and so it attracts
demands from the lower income groups
too.
Opportunity
1. It has the potential to associate with
online food delivery platforms like Uber
Eats and Swiggy to boost its sales.
2. Since Chhaswala does not have many
competitors in the market, it can easily
expand its business.
3. Since people are more inclined towards
healthy foods and drinks these days,
Chasswala has a wonderful opportunity to
establish itself in the minds of people by
potraying itself to be a healthy option for
the people.
Weakness
1. Chaaswala does not have a large
managerial team. It is managed by a small
team of people.
2. Since the brand is in its initial stage of
business, it has limited resources.
3. Since it is not a large brand, it cannot
allocate a large portion of its budget to
advertisements.
Threat
1. Since it is a Gujarati brand, it might face
some difficulty in adapting to the culture
of Rajasthan.
2. Since the factory is in Kalupur,
Ahmedabad, a factor will have to be set up
in Jaipur because transferring perishable
products from Ahmedabad to Jaipur is not
a great idea.
3. It might take a lot of time to achieve a top-
of-mind-recognition among the people of
Jaipur.

Objectives

The main objective of Chhaswala is to make more and more people consume healthier alternatives to
soft drinks which are available at costlier prices.

Before entering the market of Jaipur, Rajasthan, the following objectives can be set by Chaaswala:
 1. Establish 1 outlet in the first year at Lal Kothi, 2nd outlet in the 4th year.
2. Attain break-even 4 years.
3. Attain sales of 20 lakh in the first year, 35 lakh in the second year, and 45 lakh in the third year.
4. Achieve top-of-mind recognition of 70 percent in the target segment for Chhaswala in the first
year and 90 percent in the second.

Market Strategy