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LOGO
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DEPARTMENT: BACHELORS IN BUSINESS ADMINISTRATION

COURSE: INTRODUCTION TO ENREPRENEURSHIP
PRODUCT NAME: INTERNATIONAL FOOD CORNER
SUBMISSTION DATE: 22-04-2019
SUBMITTED TO: UMER AHRAR

GROUP MEMBERS:
 KIRAN BHUTTO (11155)
 SHAGUFTA BHUTTO (11156)
 MARIYAM ASHRAF (11109)
 AIMAN KAMRAN (10090)
 JAVERIA ASHRAF (11110)
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TABLE OF CONTENTS:
Acknowledgement-------------------------------------------------- 4
Executive Summary-------------------------------------------------- 5
Mission Statement--------------------------------------------------- 6
Company Description----------------------------------------------- 6
Company Location--------------------------------------------------- 6
Product and services------------------------------------------------ 7
Product Description------------------------------------------------- 7
SWOT Analysis-------------------------------------------------------- 8
Management Team-------------------------------------------------- 9
Target Market--------------------------------------------------------- 10
Market Analysis------------------------------------------------------ 11
Competitor Analysis------------------------------------------------ 12
Competitive Comparison------------------------------------------ 12
Marketing plan and Sales Strategy----------------------------- 12
Promotion and Distribution-------------------------------------- 13
Menu card------------------------------------------------------------- 14
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Acknowledgement
This project consumed huge amount of work, research and dedication, but it would not be

possible if we did not have a support of many individuals. We would like to express our deepest

appreciation to our project instructor MR. UMER AHRAR, his inputs, advises, efforts, and

guidance shaped this project beautifully. Therefore, we would like to give our sincere gratitude

to him and to all the individuals and organizers, who helped us in writing this project.
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Executive Summary

 International food corner will serve unique food items of multiple countries, other
than traditional food and fast food, that has not been served yet in restaurants of
Gulshan-e-Hadeed.
 International food corner will provide a combination of high quality food at value
pricing in a friendly and cheerful atmosphere.
 International food corner will attract families, couple and shopping lovers. We are
establishing our food corner close to the commercial area so that the shopping
lovers could also get benefit from our unique food service.
 Our marketing strategy will include in store marketing, online advertising and grand
opening celebration.
 We are introducing non-native cultures in our restaurant which will entertain our
customers and we are adding Wi-Fi facility to give a cheerful atmosphere to our
customers.
 International food corner desires to be a successful food corner in Gulshan-e-
Hadeed.

MISSION STATEMENT:

Our mission is to make International Food Corner successful. International Food Corner will

strive to be a top brand in the marketplace. We want our customers to meet with unique taste of
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food items that are only specific to some countries. To promote good values of our restaurant

culture business philosophy. Our motive is to create innovative and entertaining menu that will

differentiate us from rest of the competitors. To provide 100% satisfaction to our customers

regarding our services. Our main focus will be serving high-quality food at a great value.

COMPANY DESCRIPTION:

The International Food Corner will be located at Gulshan-e-Hadeed. The restaurant service will

serve variety of non-native food items. Initially we have five items which contains variety. The

International Food Corner will give a family-friendly atmosphere so that our customers fell

comfort and can enjoy. The company will strive to make an attractive interior that includes the

comfortable chairs and tables, decorative walls with the paintings of the culture of above

mentioned countries, which reflect the culture of the above mentioned countries. The main wall

will contain a logo on it.

LOCATION:

The International Food Corner will be located at Gulshan-e-Hadeed, Karachi. It will be located

near a shopping mall to gain the attention of the customers as we don't want to get people to

travel to reach us.

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PRODUCTS AND SERVICES:

Our service will be offering an exciting and mouth-watering food items specific to some

countries. The items include "variety of Italian pastas"," Mexican Nachos" and "Turkish

Cuisine". As Pakistani traditional foods and fast foods are common in Gulshan-e-Hadeed, so,

this unique service will give our customers a unique taste other than fast food and traditional

food. The customers will surely enjoy the taste of non-native food items, as they gets bore of

having same thing same every time.

PRODUCT DESCRIPTION:

International food Corner will sell varieties of Italian Pastas that includes Chicken Cheese Pasta

(pastas made with melted cheese and with sauce), Baked Pastas (pasta, layers of cheese, chicken

veggies and a tangy tomato sauce all baked till golden and glorious, lasagna is known to be one
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of the oldest type of pastas which originated in Italy. Doner Kebab is served on a plate with

salad and rice or wrapped in a bread. Mexican Nachos consists of heated tortilla chips or totopos

covered with melted cheese.

SWOT ANALYSIS:

STRENGTHS:

 International food corner is a unique and exiting idea that representing multiple cultures

and serving non-native food items that has not been served yet in the particular area of

Gulshan-e-Hadeed.
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 Providing our customer with "Wi-Fi facility that has not been given by other restaurant of

Gulshan-e-Hadeed.

 Our restaurant is near a shopping area so that the customer after shopping comes to enjoy

the food.

WEAKNESS:

 Competition is bit high.

 Short staff.

OPPORTUNITIES:

 We will offer delivery services.

 With the passage of time, we will be bringing new varieties in our food items and will be

increasing the number of countries.

THREATS:

 Rise in the price of raw materials

 Increase in the rate of competitors.

MANAGEMENT TEAM

The initial management team depends on the founders themselves, with little back-up. As we

build up we will take additional help in certain key areas. We will not additional overhead until

absolutely necessary. This will mean that the initial staff support team will have to work extra.

By doing this, we will keep our overhead as low as possible. At initial stage, the “international
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food corner” will be owned by its five founders. We will also hire five more members who will

serve as:

• Waiters (2)

• Chefs (2)

• Accountant (1)

International food corner is currently the creative idea of its five founders. As the company is

small in nature, it only requires a simple organizational structure. Implementation of this

organizational form, calls for all the five founders to make all major management decisions in

addition to monitoring other business activities. The founders include:

• Kiran Bhutto

• Shagufta Bhutto

• Mariyam Ashraf

• Aiman Kamran

• Jaweria Ashraf

The founders are the skilled students and want to use their skills as entrepreneurs.

TARGET MARKET:

Our target market will be the residents of Gulshan-e-Hadeed. Our most focused area will be

shopping malls. The restaurant will be located near the shopping malls. This will encourage and
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stimulates the families, tired from a day of work, to stop in for home cooked meal they can enjoy

without the clean-up. Gulshan-e-Hadeed Karachi has a population of over 162567. Gulshan-e-

Hadeed is located near Pakistan Steel Mill that was designed by Russian Architects.

Marketing Analysis:

'International Food Court' focuses on local and residential restaurant seeker with different

countries food at one place. People that have desire for good food and a fascinating environment.

It will be located in the area of Gulshan e Hadeed.

As it is an entrepreneurial process so we will have only one branch from where we start-up.

We will offer different dishes at a place for those who never comprises for quality. These dishes

will be of different taste and different countries. We will target nearby people who wants to taste

new and innovative dishes at low cost. As our prices will not be very costly and expensive. We'll

provide a dish by analyzing the pricing strategy and no extra money.

MARKET ANALYSIS:

International food corner focuses on local residents of Gulshan-e-Hadeed, people that have a

need for good food and enchanting atmosphere.

Gulshan-e-Hadeed is a union council-6 of Bin Qasim town, district Malir. It is 40 minutes drive

(around 25 km) from Karachi’s Jinnah International Airport.

Gulshan-e-Hadeed was built near Pakistan Steel Mills for housing its employees which was built

by Russian architects. The town is divided into blocks A, B, and C.

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Gulshan-e-Hadeed provides almost all necessary facilities for health care, education, business

etc. Most of the residents of Gulshan-e-Hadeed are employees of Pakistan Steel Mills and

adjoining industries in Bin Qasim town. It has a population of 162567.

Our targets segment includes families, couples and shopping lovers. International food corner

will be an ultimate place for families, couples and shop goers. Customers will come for obliging

menu and friendly service. International food corner will offer an exciting service to the area.

Our lovely atmosphere, our outstanding food, and our friendly staff will stand out and make a

name in Gulshan-e-Hadeed. As the area is full of restaurants and food corners so, this shows the

love of people with food. So this unique service will be an exciting addition to this market and

will crave its customers for more.

COMPETITIVE COMPARISON

The international food corner several advantages over its leading competitors.

• Unique food items which has not been served yet in other restaurants of Gulshan-e-Hadeed.

• We are giving “Wi-Fi” facility to our customers.

• We are introducing non- native cultures in our restaurant which will entertain our

customers.

MARKETING PLAN AND SALES STRATEGY:

Our sales plan is to establish and maintain position with our local customers. The strategy is to

build more customers in order to increase revenue. We will focus on making all our customers

happy with our food, service and entertainment options.

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Our strategy in the restaurant is to have an experienced staff that know the food and quality taste.

We will train every new employee so they will fit in with our concept, which is "Wonderful

food, reasonably-priced and knowledgeable service in an outstanding atmosphere."

Product:

We are introducing a food corner, named as ‘International Food Corner’ where there will be

different items from 3-4 countries available. These countries include Italy, Mexico and Turkey.

We will be offering famous food items of above mentioned countries. And the items include,

different types of ‘Pastas’ from Italy, ‘Turkish Cuisine’ from Turkey and ‘Nachos’ from Mexico.

Pricing:

 We anticipate our prices of every food items between 200-400 as the dishes are little

expensive, that why the prices are bit high.

PROMOTION AND DISTRIBUTION:

We will employ three different marketing tactics to increase customer awareness of 'International

Food Corner. From our strategies one would be the in-store marketing.

IN-STORE MARKETING:

The in-store marketing will be done through the pamphlets, wall posters, broachers, and menu

card.

ONLINE ADVERTISING:

Online advertising is one of the most easiest and cheapest way to aware your customers. We will

do our online advertising by Facebook, Instagram, Twitter etc.

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GRAND OPENING CELEBRATION:

We will do the grand opening of our food corner and give the discount on every item in first

week.
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MENU CARD