Attic Salt Fried Duck

EXECUTIVE SUMMARY ASFD(Attic Salt Fried Duck) is the first fast-food restaurant in Bangladesh that will fried duck by Attic Salt group in 2011. Sells fried duck and other food products, under ASFD. Business philosophy is to constantly introduce new products, or to sell before repackaging for people to become early adopters of mind, and thus profit.We asume within 10 years our restaurent business cover more than 100 countries around the world and has more than 30,000 stores and 840,000 employees.Though KFC, Pizza Hut, Taco Bell and other well-known restaurant brands in the world, respectively cooking chicken, pizza, Mexican style food and seafood dining area ranked first in the world,But we can creat our own brand gorgeously because we are only the company that produce the duck fried.In 2009 the Attic Salt research group try to invent new methods of fried duck, and finally succeeded in the invention are 13 kinds of spices in 2010 and unique synthesis of cooking the recipe, its unique taste deeply welcomed by customers, the restaurant business and become prosperous, secret followed so far. First we want to build our business at Uttara, Dhaka in Bangladesh. With this unique strategy we want to build our business world wide start from Bangladesh.Our main vision is to achieve the customer satisfaction with the slogun Kill your noice by taking Attic Salt Fried Duck. And we hope we will access the satisfaction level of customer by providing better services.

Attic Salt Fried Duck

Business Definition
ASFD is a Quick Service Restaurant (QSR) that specializes in take away services for freshly prepared duck fries. We believe that, there is huge demand for duck prepared foods which we have found from our little market research. We believe our new idea will bring significant change in QSR market trends. Our mission is to make and serve healthy and tasty duck fry for busy professionals who are looking for a change during lunch. The value and benefits that duck fry provides are at the core of our organization and we hope to communicate this to our customer through our efficient service. Therefore we constantly seek to provide value not only in excellent duck fry, but also in excellent service. We want to make duck fry eating an exciting and healthy habit.

Feasibility Study

Technology and System Feasibility As our idea is fully on restaurant based business, we dont need any high tech skill for the preparation of our product. All of the technology wont cost too much which will be beneficial for the resource costing. All of these technologies are currently available in our country. Required Technologies are as follows: Manufacturing: 1. Duck Dressing machine. 2. Grill oven and other equipment
2

Attic Salt Fried Duck

Economic Feasibility This business is economically feasible as because the cost benefit is ensured. N: B: All required information is available in our Economic section of this report.

Legal Feasibility We have ensured this product as a 100% Halal product As Bangladesh is one of the largest Muslim countries .We also ensured that, there is no such ingredients that might cause any damage. For this sight, government wont impose any restriction over this food. On the basis of Business rules we have formed our business on Partnership act 1932 and we have fulfilled the requirements. Operational feasibility We got the resources those are required in terms of producing our product. All of these tools are available in our country. We did several surveys on this product by visiting to our targeted customers in different Shopping mall, Colleges, Universities and some office going people and we got the appreciation. Schedule feasibility As all the required tools and ingredients are currently available in our country we can easily launch our business on any estimated time frame. So, our concept is Schedule feasible.

Attic Salt Fried Duck

Market Research

Competitors Actually we dont have any direct competitor because there are no duck fried restaurant in Dhaka and even in our country. But we have substitute competitors those offer quality chicken fry are the main competitor. KFC, BFC, FFC, Sea Shell are in our consideration. Target Customer The core targeted of ASFD is college students, university students and young business professionals between the ages of 16-45. They are educated and health conscious. Our target is people on a tight schedule who value expedient service and value for their money. Target Market Local People -As Uttara is a newly growing commercial and residential area, the income status of the local people is high and most of the people lives here are educated and health conscious. On the basis of this condition we have targeted them and set our mind to establish our business over here. Colleges and Universities - There are more than five university and more then fifteen colleges here in Uttara. In All these people are more conscious about the changing of the test. By keeping all these things in our mind we have planned our whole business strategy. Local businesses - Uttara is known as newly commercialized part of Dhaka. Where many Business organizations, shopping mall are growing day by day.
4

Attic Salt Fried Duck

The food concept and product image of ASFD will attract 3 different customer profiles; The student -- more and more young people have developed healthy eating habits. Some also gone through a "health food phase" while in college. The health conscious person of any age -- this includes anyone on a restricted or prescribed diet or those who have committed to a healthy diet. Curious and open-minded -- "if you try it, you will like it." Through marketing, publicity, and word-of-mouth, people will seek out a new experience and learn that nutritious food can be tasty, fun, convenient, and inexpensive.

Competitive Analysis

The Power of Supplier We will gather all of our Ingredients from different Duck firms located near to our restaurant for getting low cost product. As there is no Shortage of duck all over this country we can easily collect ducks. If we find any difficulties in terms of buying ducks, we can easily change our suppliers to a new one. So, we got the bargaining power over our suppliers.

Attic Salt Fried Duck

Figure: Competitive Analysis

The Power of Buyer Duck fry is a new innovation of us in Bangladesh. People wont have any choice to diversify as because there is no such restaurant in Bangladesh which provides only duck prepared food. So, in this stage we have full bargaining power over customer. The Threat of Substitutes There is a substitute product of Duck fry which is chicken fry. And this product is being offered by a worldwide renowned fast food chain KFC. KFC got a good brand loyalty among the customer which turned them into one of the best fast-food business chain in Bangladesh. Now a day, KFC is ruling all the fast food market. We hope ASFD will bring the taste which can wash away the demand of Fried chicken and rule the market.
6

Attic Salt Fried Duck

The Threat of entry As this is not a matter of high cost and technology we might need to deal with some new entrants. All these competitors wont able to damage our Business as because we will develop huge brand loyalty at the very beginning of our business. More over we will copy right our product for any particular time period, which will help us to sustain in the market and develop a good reputation among the customer. Capital requirements: Capital is a big deal while booting up a business. ASDF is a restaurant which offer quality fried duck for its customer. To produce the product there is no use of buying any high tech machines. All the required production stuffs are available in the market with a cheaper cost. This business will be financed by the six share holder. All of this share holder will invest same amount of investment. ASDF has ensured the strong investment for their business. Economic of scale: It is closely related to the capital requirements is the nature of the business that requires a large sales volume to offer a product or service at a competitive price. Here we will ensure providing the best service and product at our level best with a reasonable cost. We hope no one can offer fried duck with the price that we will provide. Experience: ASFD is a new idea, germinated by some under graduating students. They dont have much practical idea about the market. But the entire share holder got the idea on, how to cope with all the obstacles those they will face in the market. Distribution system: The major barrier to new entrants is in lacking established distribution system. People might launch a new business with our same product but in terms of distribution they wont able to compete with us. We have ensured best distribution system of our raw materials and ingredients.
7

Attic Salt Fried Duck

Differentiation: Our unique different between any other fast food business is, we provide fried duck with reasonable price and fast service. Currently in Bangladesh there is no Fried duck offering fast food shop. We have different packages for different income ranged people, which will help us to capture more market share from the all leveled customer.

Marketing Plan
Product In our restaurants, specially, we will provide duck fries. But we have some other products also like duck burger, and special duck soup, vegetable rice, and French fry. Price

265.00 Onion & capsicum

315.00 Mushroom, onion, tomato & capsicum

Attic Salt Fried Duck

Mushroom, capsicum, onion, baby corn, tomato & olives

350.00

390.00 Mushroom, onion, tomato & capsicum

DUCK N SPICY
Chicken hot n spicy, green capsicum & mushroom 425.00

DUCKEN SUPREME
Chicken hot n spicy, chicken tikka & chunky chicken 480.00

Meal Package A (for 1 person) 2 pcs Duck fry Vegetable rice Salad 1 Regular soft drink TK 200

Attic Salt Fried Duck

Meal Package B (for 1 person) 1 pcs Duck fry 1 regular soft drink I pcs Bun TK 100

Meal Package C (for 2 persons) Special Duck Soup 4 Pcs Duck Fry Vegetable Rice Salad 2 Regular Soft Drink TK 350

Place (Channel of Distribution) Distribution (or place) is one of the four elements of marketing mix. An organization or set of organizations involved in the process of making a product or service available for use or consumption by a consumer or business user by ensuring channel of distribution. In ASFD we use direct selling concept which is known as producer to end user. ASFD has no middle intermediaries between producer and end user.

Producer
(ASFD)
10

Consumer

Attic Salt Fried Duck

Promotion Promotion is a form of corporate communication that uses various methods to reach a targeted audience with a certain message in order to achieve specific organizational objectives. Nearly all organizations, whether for-profit or not-forprofit, in all types of industries, must engage in some form of promotion. Such efforts may range from multinational firms spending large sums on securing highprofile celebrities to serve as corporate spokespersons to the owner of a one-person enterprise passing out business cards at a local businesspersons meeting. Like most marketing decisions, an effective promotional strategy requires the marketer understand how promotion fits with other pieces of the marketing puzzle (e.g., product, distribution, pricing, target markets). Consequently, promotion decisions should be made with an appreciation for how it affects other areas of the company. For instance, running a major advertising campaign for a new product without first assuring there will be enough inventory to meet potential demand generated by the advertising would certainly not go over well with the companys production department (not to mention other key company executives). Thus, marketers should not work in a vacuum when making promotion decisions. Rather, the overall success of a promotional strategy requires input from others in impacted functional areas. Types of Promotion Advertising Sales Promotion Events/ Experiences Public Relations
11

Attic Salt Fried Duck

Personal Selling Advertising Distributing Pamphlets - We plane to advertise for ASDF by distributing pamphlets of our menu and a map of our location. Radio campaign - complete with live remotes in our parking lot. We will pick the three top local stations with which to place our short and catchy ads. We will also sponsor radio call-in contests with free meal coupons to duck fry and soup. We will also make "live on the air" presentations of our food products to the disk jockeys, hoping to get the promotions broadcasted to the listening audience. Newspaper campaign - placing several large ads throughout the month to explain our concept to the local area Restaurant web page this will give the internet users access to menus, daily specials, weekly promotions. Sales Promotion Special Discounts- In the first month of opening, part of our promotion will be to hand out to first-time customers a card (with 5 boxes to be ticked) and each time the customer buys a duck fry (created or from the menu), a box will be marked, and after all the boxes have been, the customer is entitled to a free duck fry from the menu. This will help encourage customer loyalty by repeat purchase and act as a menu of increased sales and promotion.

12

Attic Salt Fried Duck

Student Discount- We initiates to offer 10% discounts to students upon presentation of a student ID. This would lead to brand awareness among the students of Uttara, and by the time we expand to a branch closer this area.

Operation Plan

We produce our product on the basic of quality level.So to do that we are following different types of statistical scheduling technique.Our first work is to make forecasting budget and then go for operation.We will do our operation by using machanism tools as well as manual work that are needed. First we will try to Identify customer wants Identify how the goods/services will satisfy customer wants Relate customer wants to product how Identify relationships between the firms how Develop importance ratings Evaluate competing products Compare performance to desirable technical attributes

13

Attic Salt Fried Duck

Figure:Product Development System.

14

Attic Salt Fried Duck

Financial Plan:
Manufacturing Budget Pro-forma Income Statement
Sep Sales (6,000 300) = 18,00,000 Oct (6,500 300) = 19,50,000 Nov (6,000 300) = 18,00000 Dec (7,000 300) = 21,00000

(-) Cost of goods Sold

(6,000 100) = 6,00,000

(6,500 120) = 7,80,000

(6,000 120) = 7,20,000

(7,000 130) = 9,10,000

Gross profit

12,00,000

11,17,000

10,80000

11,19,000

Operating expenses

Advertisement

100,000

100,000

100,000

100,000

Salaries & Wages

50,000

50,000

50,000

50,000

Rent

20,000

20,000

20,000

20,000

Utilities

20,000

20,000

20,000

20,000

15

Attic Salt Fried Duck

Insurance

10,000

10,000

10,000

10,000

Interest

5,000

5,000

5,000

5,000

Depreciation

4,000

4,500

5,000

3,000

Total Operating expenses

2,09,000

2,09,500

2,10,000

2,08,000

Profit before taxes (Gross Profit-Operating Expenses)

9,91,000

9,07,500

8,70,000

9,11,000

(-) Taxes (10%)

99,100

90,750

87,000

91,100

Net profit

8,91,900

8,16,750

7,83,000

8,19,900

16

Attic Salt Fried Duck

Pro-forma Cash flow Cash flow of ASFD for the 4 Month projected in the year 2009
Sep (A) Receipts Oct Nov Dec

Sales

18,00,000

19,50,000

18,00,000

21,00,000

(B) Disbursement

Cost of goods

6,00,000

7,80,000

7,20,000

9,10,000

Operating Expenses

2,09,000

2,09,500

2,10,000

2,08,000

Cash Flow (A-B)

9,91,000

9,60,500

8,70,000

9,82,000

Beginning Balance

9,91,000

19,51,500

28,21,500

Ending Balance

9,91,000

19,51,500

28,21,500

38,03,500

17

Attic Salt Fried Duck

HYPOTHESIS DEVELOPMENT
For fulfilling the objectives some related hypothesis have been constructed for this study:
1. HA: Available1 advertising has the positive effect on ASFD2. 2. HA: As a first time Fried Duck ASFD creat a positive curicity3 on customer

mind.
3. HA: Hygenic fried duck provided by ASFD will help to extend4 the fast-food

restaurent.
4. HA: Providing the better service has positive effect on the success of ASFD. 5. HA: Available5 sells branches will help to go ahead ASFD. 6. HA: Sell by credit6 card will help to extend ASFD in Bangladesh. 7. HA: Instant7 discounting has positive effect on customers mind to buy fried duck.

METHODOLOGY
Source and data Collection of Data: There are two types of data in our research paper. A. Primary Data: We have collected the primary data through questionnaire.We went out for general people to conduct our survey. Like the service holder, students, teachers and retired peoples. B. Secondary Data: For the Secondary sources we have collected our secondary data mostly from internet, websites article, and newspapers.
18

Attic Salt Fried Duck

Sample frame: The sample frame of this study has been consisted of the service holder, students, teachers, retired peoples and general peoples of Uttara shopingmall area (North tower,Mascut Plaza).For this study two university and one institute were selected.Those were IUBAT(International University of Business Agriculture and Technology),Uttara University and BIFT(BGMEA Institute of Fashion and Technology). A total of 50 surveys have been conducted. The stratified probability sampling approach has been selected for that study. The population has been defined both male and female. Time frame: For collection of primary data was conducted in October15, 2010 Novemver05, 2010
Analysis of Data:

For analysis of data Microsoft Excel has been used. Parametric and nonparametric statistical tools were used to derive a meaningful conclusion from the empirical data. In addition, basic statistical techniques of different measures of central tendency have been used in analyzing the data.

1. Effective promotional activities in every where. 2. ASED is stands for Attic Salt Fried Duck. 3. Creat positive effect to buy this product. 4. Help to go ahead fast-food restaurent in Bangladesh. 5. More sells branches in an important places. 6. Sell by using credit card. 7.Discount at the time of buying fried duck.

19

Attic Salt Fried Duck

Hypothesis Testing and Findings Table: Summary of the Responses to make more popular Attic Salt Fried Duck restaurent.
H1 1= Strongly disagree 2= Disagree 2 1 4 0 0 4 17 0 0 0 0 0 0 2 H2 H3 H4 H5 H6 H7

3= Neither agree nor disagree 0 2 1 0 1 3 4

4= Agree 5= Strongly Agree

13

38

33

17

36

25

35

12

33

41

Total

231

205

203

233

240

196

158

Average Standard Deviation Z-test value

4.62

4.1

4.06

4.66

4.8

3.92

3.16

0.646

0.5453

.766

0.478

0.45

0.72

1.075

21.632

21.05

14.44

32.23

38.33

14.2

4.4

Sources: Questionnaire Survey

20

Attic Salt Fried Duck

1. HO: Available advertising has no positive effect on ASFD. HA: Available advertising has positive effect on ASFD. HO: = 2.5 HA: > 2.5 N = 50 Here = 0.696 Z cal= ( )/ (/n) = 21.632 = 4.62

At 5% level of significance, follows Z distribution Z0.05 = 1.645 Since Z cal>Z tab, the null hypothesis is not acceptable. So at 5% level of significance, it can be said that available advertising has positive effect on ASFD.
H1

1=Strongly disagree 0%4%0% 26% 3=Neither agree nor disagree 70% 4=Agree 5=Strongly agree 2=Disagree

Fig-1: Respondents view towards that available advertising has positive effect on ASFD.

21

Attic Salt Fried Duck

2. HO: As a first time Fried Duck ASFD is not creat a positive curicity on

customer mind.
HA: As a first time Fried Duck ASFD is creat a positive curicity on

customer mind.
HO: = 2.5 HA: > 2.5 N = 50 Here = 4.1

= 0.5453 Z cal= (X )/ (/n) = 21.05

At 5% level of significance, follows Z distribution Z0.05= 1.645 Since Z cal> Z tab, the null hypothesis is not acceptable. So at 5% level of significance, it can be said that as a first time Fried Duck ASFD creat a positive curicity on customer mind.
H2

1=Strongly disagree 18% 0% 2% 4% 2=Disagree 3=Neither agree nor disagree 4=Agree 76% 5=Strongly agree

Fig-2: Respondents view towards that as a first time Fried Duck ASFD creat a positive
curicity on customer mind.

22

Attic Salt Fried Duck

3. HO: Hygenic fried duck provided by ASFD will not help to extend the fast-

food restaurent.
HA: Hygenic fried duck provided by ASFD will help to extend the fast-food

restaurent.
HO: = 2.5 HA: > 2.5 N = 50 Here X = 4.06 = .766 Z cal= (X )/ (/n) = 14.44

At 5% level of significance, follows Z distribution Z0.05= 1.645 Since Z

cal>Z tab,

the null hypothesis is not acceptable. So at 5% level of

significance, it can be said that hygenic fried duck provided by ASFD will help to extend the fast-food restaurent.
H3

1=Strongly disagree 24% 0% 8% 2% 2=Disagree 3=Neither agree nor disagree 4=Agree 66% 5=Strongly agree

Fig-3: Respondents view towards that hygenic fried duck provided by ASFD will help to extend4 the fast-food restaurent.
23

Attic Salt Fried Duck

4. HO: Providing the better service has not positive effect on the success of

ASFD.
HA: Providing the better service has positive effect on the success of ASFD. HO: = 2.5 HA: > 2.5 N = 50 Here X= 4.66 = 0.478 Z cal= (X )/ (/n) = 32.23

At 5% level of significance, follows Z distribution Z0.05= 1.645 Since Z cal> Z tab, the null hypothesis is not acceptable. So at 5% level of significance, it can be said that providing the better service has positive effect on the success of ASFD.
H4

1=Strongly disagree 0% 34% 3=Neither agree nor disagree 66% 4=Agree 5=Strongly agree 2=Disagree

Fig-4: Respondents view towards that providing the better service has positive effect on the success of ASFD.
24

Attic Salt Fried Duck

5. HO: Available sells branches will not help to go ahead ASFD. HA: Available sells branches will help to go ahead ASFD. HO: = 2.5 HA: > 2.5 N = 50 Here X = 4.8 = 0.45 Z cal= (X )/ (/n) = 38.33

At 5% level of significance, follows Z distribution Z0.05= 1.645 Since Z cal>Z tab, the null hypothesis is not acceptable. So at 5% level of significance, it can be said that available sells branches will help to go ahead ASFD.
H5

1=Strongly disagree 0% 2% 16% 2=Disagree 3=Neither agree nor disagree 4=Agree 82% 5=Strongly agree

Fig-5: Respondents view towards to available sells branches will help to go ahead ASFD.
25

Attic Salt Fried Duck

6. HO: Sell by credit card will not help to extend ASFD in Bangladesh. HA: Sell by credit card will help to extend ASFD in Bangladesh. HO: = 2.5 HA: > 2.5 N = 50 Here X= 3.92 = 0.72 Z cal= (X )/ (/n) = 14.2

At 5% level of significance, follows Z distribution Z0.05= 1.645 Since Z cal>Z tab, the null hypothesis is not acceptable. So at 5% level of significance, it can be said that sell by credit card will help to extend ASFD in Bangladesh.
H6

1=Strongly disagree 14% 0% 8% 6% 2=Disagree 3=Neither agree nor disagree 4=Agree 72% 5=Strongly agree

Fig-6: Respondents view towards that Sell by credit card will help to extend ASFD in Bangladesh

26

Attic Salt Fried Duck

7. HO: Instant discounting has not positive effect on customer mind to buy fried

duck. HA: Instant discounting has positive effect on customer mind to buy fried duck.
HO: = 2.5 HA: > 2.5 N = 50 Here X = 3.16 = 1.075 Z cal= (X )/ (/n) = 4.4

At 5% level of significance, follows Z distribution Z0.05= 1.645 Since Z cal>Z tab, the null hypothesis is not acceptable. So at 5% level of significance, it can be said that instant discounting has positive effect on customer mind to buy fried duck.
H7

1=Strongly disagree 4% 4% 34% 50% 8% 5=Strongly agree 3=Neither agree nor disagree 4=Agree 2=Disagree

Fig-7: Respondents view towards that instant discounting has positive effect on customer mind to buy fried duck.
27

Attic Salt Fried Duck

conclusion
Attic Salt Fried Duck restaurent(ASFD)is the first restaurent that fried duck.And it contain the 13 different types of variation of test.Under Atric Salt group ASFD(Attic Salt Fried Duck) will start their activities from 1st January 2010.It will start it activities from Bangladesh first.This report contain about this business.Actually how we start business,our business mission.vission,working process everything.We can say this is our total business plan.To prepare this plan we are doing different types of analytical procedure,research about product,market research and interms of that we are trying to prepared our business plan.
KFC, Pizza Hut, Taco Bell and other well-known restaurant brands in the world, respectively cooking chicken, pizza, Mexican style food and seafood dining area ranked first in the world.

But we can create our own brand gorgeously because we are only the company that produce the duck fried.We believe that our new methods of fried duck with 13 kinds of spices in
2010 and unique synthesis of cooking the recipe, its unique taste deeply welcomed by customers.

Our main vision is to achieve the customer satisfaction with the slogun Kill your noice by taking Attic Salt Fried Duck. And we hope we will access the satisfaction level of customer by providing better services.

28