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IN PARTIAL FULLFILMENT OF THE REQUIREMENTS OF SUMMER INTERNSHIP PROGRAMME IN THE MBA DEGREE OF GUJARAT TECHNOLOGICAL UNIVERSITY
A PROJECT REPORT ON
PREPARED BY: - HARSH KOTHARI GLS-ICT (BATCH 2010-2012) ROLL NO: G1013 SUBMITED TO: DR. KAVITA KSHATRIYA EXTERNAL GUIDE: SHILPA NAIR [MARKETING MANAGER] COMPANY NAME: ANIL HOSPITALITY VENTURE LTD.
Certificate
This is to certify that Mr. HARSH KOTHARI Enrolment No. 107140592042 student GLS INSTITUTE OF COMPUTER TECHNOLOGY (GLS-MBA) has successfully completed his Summer Project on RESEARCH AND COMPETITIVE ANALYSIS at ANIL HOSPITALITY VENTURE LTD. in partial fulfillment of the requirements of MBA programme of Gujarat Technological University. This is his original work and has not been submitted elsewhere.
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Date: _________________
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Declaration
I Harsh Kothari, Enrolment No. 107140592042 student of Gls institute of computer technology hereby declare that I have successfully completed this project on research and competitive analysis in the academic year 2010-2011. I declare that this submitted work is done by me and to the best of my knowledge; no such work has been submitted by any other person for the award of degree or diploma. I also declare that all the information collected from various secondary and primary sources has been duly acknowledged in this project report.
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PREFACE
Barring price wars among the leaders, nothing marked the restaurant sector. Feeling great pleasure in presenting this project report based on competitive analysis of restaurant. I have prepared this report by performing research work during my summer internship program in Anil hospitality venture Ltd. A pure subsidiary branch of a Anil groups and company. This summer internship training is the part of our M.B.A programmed. Which is the best medium of getting practical knowledge. Only studying of management theories do not serve the purpose of our M.B.A program. Getting of practical knowledge is equally important as getting of theoretical knowledge. Thus this summer internship program is very helpful in getting experience of working in a real practical world. While studying different marketing cases and problems during my graduate and post graduate program I have mention that lack of marketing strategy management is one of the major causes for the company. Proper management of marketing Strategy is very much important to maintain the continuous flow of the business operations. Hence it is playing a key role in success of the company. Hence I have prepared this project on Competitive analysis of restaurant which will be helpful to all those people interested in it. I am very much thankful to my internal guide Dr. Kavita Kshatriya and to my external guide Shilpa Nair marketing manager of company for giving me guidance in undertaking research work and in preparing my project report.
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ACKNOWLEDGMENT
A pleasant task of reciprocating by words to those who helped me directly or indirectly in shaping this project work is constrained only by a limited space for describing the nature of debts to each one of them. My deepest sense of reverence and ineptness to our Dr. kavita kshatriya for her keen interest, invaluable guidance, inspiration, immense zeal for hard work, perfection and a positive outlook towards the subject. Her scholarly intellect, profile persuasiveness and insistence on reality have always been and shall always to be a guiding light in the darkness of our ignorance. I express my deep sense of gratitude and ineptness towards Dr. Hitesh Ruparel Director of G.L.S Institute of Computer Technology, Ahmedabad, for providing me invaluable guidance during my project work. I am also thankful to my external guide Shilpa Nair and all other staff members of Anil hospitality venture Ltd. I express my deepest sense of regards to all my faculty members for their co-operation during the study of project. I express my cordial thanks to my friends and all my classmates who have directly or indirectly helped me during the project.
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EXECUTIVE SUMMARY
In this development and changing world, I feel proud for being a student of M.B.A full time course offered by Gujarat Technological University, Ahmedabad. This project is based on research and competitive analysis of Amazo restaurant. This project starts with the introduction of the restaurant industry and the company, basics of what company is doing to retain its customer and other various schemes that they introduced. Its aspects in the company and the calculation of the operating cycle from which we can understand the companys condition , SWOT analysis, findings and porters five force strategy. That also been a promotion strategy for amazo restaurant. and the marketing component to be related to marketing of amazo. Analytical part of the report contain companys & competitors part of strategy for the part of what they are doing to attract the customers . Other than that analysis of the customer satisfaction to the relevant to the restaurant .
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INDEX
Sr. No. I II III IV V Particulars Certificate Declaration Preface Acknowledgement Executive Summary Page. No. 2 3 4 5 6 9 10 10 11 12 13 14 15 21 22 23 37 51 55 58
CH-1
Project Introduction 1.1 Statement of problem 1.2 Objectives of study 1.3 Research methodology 1.4 Research design 1.5 Usefulness & limitations
CH-2
Chapters
CH-3
Restaurant industry 3.1 Introduction of Restaurant industry 3.2 Types of Restaurants 3.3 Types of Cuisines 3.4 Growth of Restaurant industry in India 3.5 Restaurant Industry analysis Competitive Analysis
CH-4
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4.1 Introduction about competitive analysis 4.2 Introduction about Amazo 4.3 Competitors of Amazo 4.4 Comparison of competitors with Amazo 4.5 Promotion Mix Strategy of Amazo 4.6 SWOT Analysis 4.7 Porters five force analysis 4.8 Marketing Components of Amazo Data analysis 5.1 Analysis of questionnaires 5.2 Hypothesis
59 60 61 68 70
CH-5
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Research will help the management students to understand the Companys marketing strategy for restaurant , cafeteria & gelato. It will help to the company to know about its current situation in the restaurant market . It will help to the customers to get a brief idea about the restaurant cafeteria & gelato. It will also help to all those other people who are interested in studying competitive analysis on restaurant. LIMITATIONS There are various limitations of my study which are as follows:
The main limitation of my research is that performance evaluation was limited to the mentioned analytical tool.
Size of the research may not be substantial. There was lack of time on the part of respondents. Because of the confidential information could not be collected, this made the study a narrow one.
The survey was carried through questionnaire and the questions were based on perception.
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HISTORY The ANIL group, a business conglomerate with presence in diversified industry products, was conceptualized and founded by Late Shri Chinubhai Manibhai Sheth, under the brand of Anil Starch Products Limited. Earlier, it was a part of LALBHAI group; a group that plays an important role in the commercial, cultural and education development of the city of Ahmedabad and Gujarat state. However, as part of its diversification plan and restructuring exercise, the ANIL group expanded its reach in several industrial categories, namely Starch Manufacturing (industrial starch & edible starch) Fermentation and Bio-Products (Enzymes, Flavors for food confectionaries / pharma / beverages and neutraceuticals) Commodity trading business (agriculture & energy) Hospitality (chain of multi-cuisine restaurants) Piston manufacturing (automobile engines, industrial engines and agricultural engine) In the Corn Wet Milling business, ANIL group is known to have one of the oldest and largest units in the country. From a humble start of 1 ton / day grinding operations in the beginning, the capacity witnessed exponential growth and touched 550 tonnes per day mark. Currently, the unit produces a complete range of starch products which caters to the wide range of 30 end user industries. Situated in the prime location of Ahmedabad in Gujarat state, the manufacturing facilities and the infrastructure has country best known professionals working with ultra-modern technology and quality-controlled processes being executed.
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Professional Leadership with an Entrepreneurial Mindset. Emphasis on people and collaborative relationships. Adherence to Ethics and Business Practices. Relentless commitment to improvement. Forward Looking. Social Responsibility to community, nation and environment. Products and Services
Innovative
. Uncompromising quality.
Integrated Solutions
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1. Amazo Restaurant
2. Amazo Cafe
3. Amazo Gelato
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There are various types of restaurants. Restaurants fall into several industry classifications based upon menu style, preparation methods and pricing. Additionally, how the food is served to the customer helps to determine the classification. Historically, restaurant referred only to places that provided tables where one sat down to eat the meal, typically served by a waiter. Following the rise of fast food and take-out restaurants, a retronym for the older "standard" restaurant was created, sit-down restaurant. Most commonly, "sit-down restaurant" refers to a casual dining restaurant with table service, rather than a fast food restaurant, where one orders food at a counter. Sit-down restaurants are often further categorized as "family-style" or "formal". In British English, the term restaurant almost always means an eating establishment with table service, so the "sit-down" qualification is not usually necessary. Fast food and takeaway (take-out) outlets with counter service are not normally referred to as restaurants. Outside of North-America, the terms fast casual dining restaurants, family style, and casual dining are not used. Junk food establishments would also not often be referred to as a 'restaurant'.
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1.Fast food
Fast food restaurants emphasize speed of service. Operations range from small-scale street vendors with carts to franchised mega-corporations like Maccas.
2.Fast casual
Fast casual restaurants do not offer table service, but may offer nondisposable plates and cutlery. The quality of food and prices tend to be higher than those of a conventional fast food restaurant but may be lower than casual dining.
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3. Cafe
Cafes are informal restaurants offering a range of hot meals and made-toorder sandwiches. Coffee shops, while similar to cafes, are not restaurants due to the fact that they primarily serve and derive the majority of their revenue from hot drinks. Many cafes are open for breakfast and serve full hot breakfasts. In some areas cafes offer outdoor seating.
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4. Coffeehouse
Coffeehouses are casual restaurants without table service that emphasize coffee and other beverages; typically a limited selection of cold foods such as pastries and perhaps sandwiches are offered as well. Their distinguishing feature is that they allow patrons to relax and socialize on their premises for long periods of time without pressure to leave promptly after eating, and are thus frequently chosen as sites for meetings.
5 .Destination restaurant
A destination restaurant is one that has a strong enough appeal to draw customers from beyond its community.
6. Mongolian barbeque
Despite the name, this form of restaurant is not Mongolian, actually derived from Taiwan and inspired by Japanese . Customers create a bowl from an assortment of ingredients displayed in a buffet fashion. The bowl is then handed to the cook, who stir-fries the food on a large griddle and returns it on a plate or in a bowl to the consumer.
7. Pub
Mainly in the UK and other countries influenced by British culture, a pub (short for public house) is a bar that sometimes serves simple food fare. Traditionally, pubs were primarily drinking establishments with food in a secondary position, whereas many modern pubs rely on food as well, to the point where gastro pubs are often essentially fine-dining establishments, known for their high-quality pub food and concomitantly high prices. A typical pub has a large selection of beers and ales on tap.
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3.Casual dining
A casual dining restaurant is a restaurant that serves moderately-priced food in a casual atmosphere. Except for buffet-style restaurants, casual dining restaurants typically provide table service. Casual dining comprises a market segment between fast food establishments and fine dining restaurants. Casual dining restaurants usually have a full bar with separate bar staff, a larger beer menu and a limited wine menu. They are frequently, but not necessarily, part of a wider chain, particularly in the United States. Entrepreneur Norman Brinker was the "father" of casual dining. This type of restaurant caters to almost all kinds of people. People go here to be able to have a lot of food choices and enjoy the relaxed kind of atmosphere. The prices in casual dining restaurants are usually not that high.
4.Family style
Family style restaurants are a type of casual dining restaurants with diners seated at a communal table such as on bench seats. The menu may include items targeted toward multiple age groups, including young children and the elderly. These restaurants tend to be single-family businesses.
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5.Fine dining
Fine dining restaurants are full service restaurants with specific dedicated meal courses. Decor of such restaurants feature higher quality materials with an eye towards the "atmosphere" desired by the restaurateur. The wait staff is usually highly trained and often wears more formal attire. Fine-dining restaurants are almost always small businesses and are generally either single-location operations or have just a few locations. Food portions are smaller but more visually appealing. Fine dining restaurants have certain rules of dining which must be followed by visitors
Traditional foods that have always been vegetarian (Cereals/grains, fruits, vegetables, nuts, etc.)
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Textured vegetable protein (TVP), made from defatted soy flour, often included in chili and burger recipes in place of ground meat. Meat analogues, which mimic the taste, texture, and appearance of meat and are often used in recipes that traditionally contained meat. Vegans may also use analogues for eggs and dairy products.
Cereals/grains: maize, hempseed, corn, wheat, rice, barley, sorghum, mil let, oats, rye, triticale, buckwheat, fonio, quinoa; derived products such as flour (dough, bread, pasta, baked goods).
Vegetables (fresh or pickled) and mushrooms though some strict Indian vegetarians do not eat mushrooms); derived products such as vegetable fats and oils. Fruit (fresh or dried) Legumes: beans (including soybeans and soy products such as tempeh, tofu, soy milk, and TVP), chickpeas, peas, lentils, peanuts) Tree nuts and seeds. Spices and herbs. Other foods such as seaweed.
Dairy products (milk, butter, cheese (except for cheese containing rennet of animal origin), yogurt (excluding yogurt made with gelatin), etc.) not eaten by vegans and pure ovo-vegetarians
Eggs not eaten by vegans and pure lacto-vegetarians Honey not eaten by most vegans.
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7.Theme restaurant
Theme restaurants are restaurants in which the concept of the restaurant takes priority over everything else, influencing the architecture, food, music, and overall 'feel' of the restaurant. The food usually takes a backseat to the presentation of the theme, and these restaurants attract customers solely on the premise of the theme itself. Popular chain restaurants such as Applebee's or Bennigans despite having a distinct and consistent style throughout their locations would not be considered to be theme restaurants by most people. Theme restaurants have an instantly recognizable, easily articulable concept that can be summed up in a few words at most, an almost cartoonish exaggeration of an idea. The popular Rainforest Cafe restaurants have the obvious theme of a "Tropical Rainforest". Medieval Times has its theme of "Medieval Europe". The Jekyll & Hyde Club evokes an atmosphere of Jack the Ripper and Victorian horror novels. Some theme restaurants use controversial images, contexts, or ideas. The most notorious of them is Hitler's Cross, in Mumbai, India. One strange but famous theme restaurant in Berlin, Germany is called "Dasklo" (German for "The toilet") it depicts the insides of a toilet. Many people consider the Rainforest Cafe to be the prototypical theme restaurant, and the restaurant which kicked off the theme restaurant fad.
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Theme restaurants often depend on tourist business, since the theme soon becomes stale to locals, and the focus is not necessarily placed on good food and service. Certain tourist destinations such as the Mall of America or Orlando, Florida have better chances of supporting theme restaurants. Theme restaurants are generally common at theme parks, such as Universal Studios. The father of the theme restaurant, credited as being the pioneer of the genre, was David Tallchief, a Texan who served as a bomber pilot in World War II and who died on October 29, 2007 at age 84. Beginning in the 1960s, he decorated restaurants as Polynesian islands, New England fishing villages and French farmhouses (barricaded with sandbags to protect against German bombardment). His Proud Bird restaurant at the Los Angeles International Airport had headphones at each table so that diners could listen to control-tower chatter. Almost all of his restaurants were in Southern California. His company, Specialty Restaurants, grew to revenues of $185 million at its peak in 1980. Some well known theme restaurants Of Ahmedabad
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2.Hitlers Cross Mumbai, India:Hitlers Cross, in Mumbai, India, understandably provoked a lot of anger from the community when it debuted in August of 2006. On display was a giant poster of Hitler, and the o in cross on the restaurants large illuminated sign contained a swastika. Just one week later, the restaurant was forced to change its name to the ambiguous The Cross and remove all Hitler and nazi memorabilia.
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3.Maid Cafes Tokyo, Japan:Those with maid fetishes and fans of Japanese otaku (geek) culture can enjoy a meal like no other at one of the many maid-themed cafes in the Tokyo area, including this one called @home. Giggling women in cartoonish maid costumes call patrons master and pat them on the heads like babies. Its not about the food here which is usually overpriced and less than appetizing, like spaghetti topped with ketchup. Its about the service, which often includes playing games like Barrel of Monkeys (for a fee, of course) and, uh, ear cleaning.
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4.Hobbit House Manila, Philippines:Long before the Lord of the Rings trilogy debuted on theatre screens, the Hobbit House was founded in Manila by former Peace Corps volunteer and Tolkien fan Jim Turner. Dont expect to find the sort of lush Middle Earth scenery that filled the movies, however what youll encounter instead if you stop to dine at the Hobbit House is a staff of the smallest waiters in the world. Thats right, check your political correctness at the door this is one group of little people who are okay with being referred to as hobbits.
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5.Robot-Staffed Restaurant Nuremburg, Germany:One restaurant in Nuremburg, Germany cut out wait staff altogether, relying. Alas, they werent walking, talking robots wearing aprons or anything really fun like that. Rather, it was centered around automation customers ordered via touch screens, and moments later the food traveled to their tables on a spiral slide. It might have saved diners money on tips, but apparently the concept didnt go over too well, as the restaurant was not open long.
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ITALIAN CUISINE HISTORY Italian cuisine has developed through centuries of social and political changes, with roots as far back as the 4th century BC. Italian cuisine in itself takes heavy influences, including Etruscan, ancient Greek, ancient Roman, Byzantine, Jewish and Arab cuisines. Significant changes occurred with the discovery of the New World with the introduction of items such as potatoes, tomatoes, bell peppers and maize, now central to the cuisine but not introduced in quantity until the 18th century. Italian cuisine is noted for its regional diversity, abundance of difference in taste, and is known to be one of the most popular in the world, with influences abroad. ELEMENTS Ingredients and dishes vary by region. Many dishes that were once regional, however, have proliferated with variations throughout the country. Cheese and wine are a major part of the cuisine, with many variations and Denominazione di origin controlled (DOC) laws. Coffee, specifically espresso, has become important in Italian cuisine. Italian cuisine has developed over the centuries. Although the country known as Italy did not unite until the 19th century, the cuisine can claim traceable roots as far back as the 4th century BCE. Through the centuries, neighboring regions, conquerors, high-profile chefs, political upheaval and the discovery of the New World have influenced one of the premiere cuisines in the world.
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PAN ASIAN CUISINE HISTORY Asian cuisine styles can be broken down into several regional styles that have roots in the peoples and cultures of those regions. The major types can be roughly defined as East Asian with its origins in Imperial China and now encompassing modern Japan and the Korean peninsula; Southeast Asian which encompasses Cambodia, Laos, Thailand, VietNam, Brunei, Indonesia, Malays ia, Singapore, and the Philippines; South Asian derived the states that once made up British India . Burma, India, Sri Lanka and Pakistan as well as several other countries in this region of the continent, Central Asian and Middle Eastern. PICTURES OF PAN ASIAN CUISINE
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CHINESE CUISINE HISTORY Chinese cuisine is any of several styles originating in the regions of China, some of which have become highly popular in other parts of the world from Asia to the Americas, Australia, Western Europe and Southern Africa. Traditional Chinese cuisines include Anhui, Cantonese, Fujian, Hunan, Jiangsu, Shandong, Szechuan, and Zhejiang. ELEMENTS A number of different styles contribute to Chinese cuisine, but perhaps the best known and most influential are Sichuan cuisine, Shandong cuisine, Jiangsu cuisine and Guangdong (Cantonese) cuisine. These styles are distinctive from one another due to factors such as available resources, climate, geography, history, cooking techniques and lifestyle. One style may favors the use of lots of garlic and shallots over lots of chilli and spices, while another may favors preparing seafood over other meats and fowl. Jiangsu cuisine favours cooking techniques such as braising and stewing, while Sichuan cuisine employs baking, scalding, and wrapping, just to name a few. Hairy crab is a highly sought after local delicacy in Shanghai, as it can be found in lakes within the region. Beijing Roast Duck is another popular dish that's well known outside of China. Based on the raw materials and ingredients used, the method of preparation, and cultural differences, a variety of foods with different flavours and textures are prepared in different regions of the country.
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INDIAN CUISINE HISTORY Indian cuisine consists of the foods and dishes of India is characterized by the extensive use of various Indian spices, herbs, vegetables and fruits, and is also known for the widespread practice of vegetarianism in Indian society. Each family of Indian cuisine includes a wide assortment of dishes and cooking techniques. As a consequence, it varies from region to region, reflecting the varied demographics of the ethnically-diverse subcontinent. Hindu beliefs and culture have played an influential role in the evolution of Indian cuisine. However, cuisine across India also evolved as a result of the subcontinent's large-scale cultural interactions with Mongols and Britain making it a unique blend of some various cuisines. The spice trade between India and Europe is often cited as the main catalyst for Europe's Age of Discovery. The colonial period introduced European cooking styles to India, adding to the flexibility and diversity of Indian cuisine. Indian cuisine has influenced cuisines across the world, especially those from Southeast Asia and the Caribbean.
TYPES OF INDIAN CUISINE 1. PUNJABI CUISINE 2. GUJARATI CUISINE 3. SOUTH INDIAN CUISINE 4. RAJASTHANI CUISINE
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PUNJABI CUISINE HISTORY Punjabi cuisine is food from the Punjab region of northwestern India and eastern Pakistan. It can be non-vegetarian or completely vegetarian. One of the main features of Punjabi cuisine is its diverse range of dishes. Home cooked and restaurant Punjabi cuisine can vary significantly, with restaurant style using large amounts of ghee, clarified butter, with liberal amounts of butter and cream with home cooking concentrating on mainly upon preparations with Whole Wheat, rice and other ingredients flavored with masala. ELEMENTS Roh Di Kheer, is cooked using rice. Rice is cooked for a long time in sugar cane juice. Within the area itself, there are different preferences. People in the area of Amritsar prefer stuffed parathas and milk products. In fact, the area is well known for quality of its milk products. There are certain dishes which are exclusive to Punjab, such as Mah Di Dal and Saron Da Saag. The food is tailor-made for the Punjabi lifestyle in which most of the rural folk burn up a lot of calories while working in the fields. The main masala in a Punjabi dish consists of onion, garlic and ginger. Tandoori food is a Punjabi speciality especially for non-vegetarian dishes. Many of the most popular elements of Anglo-Indian cuisine - such as Tandoor, Naan, Pakoras and vegetable dishes with paneer - derive from the Punjab.
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GUJARATI CUISINE HISTORY Gujarati cuisine refers to the cuisine of the Gujaratis from India, who are predominant in western-India. It is primarily vegetarian. The typical Gujarati Thali consists of Roti , daal or kadhi, rice, and sabzi. Cuisine can vary widely in flavor and heat, depending on a given family's tastes as well as the region of Gujarat they are from. North Gujarat, Kathiawad, Kachchh, and South Gujarat are the four major regions of Gujarat that all bring their own style to Gujarati food. Many Gujarati dishes are distinctively sweet, salty, and spicy at the same time. ELEMENTS Staples include homemade pickles, Khichdi (rice and lentil or rice and mung bean daal), and chhaas (buttermilk). Main dishes are based on steamed vegetables and daals that are added to a vaghaar, which is a mixture of spices sterilized in hot oil that varies depending on the main ingredient. Salt, sugar, lemon, lime, and tomato are used frequently to prevent dehydration in an area where temperatures reach 50C (120F) under the shade. It is common to add a little sugar or jaggery to some of the sabzi/shaak and daal. The sweet flavour of these dishes is believed to neutralize the slightly salty taste of the water. The cuisine changes with the seasonal availability of vegetables. In mango season, for example, Keri no ras is often an integral part of the meal. The spices used also change depending on the season. Garam Masala and its constituent spices are used less in summer. Regular fasting, with diets limited to milk and dried fruits, and nuts, are commonplace.
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SOUTH INDIAN CUISINE HISTORY South Indian Cuisine is a term used to refer to the cuisines found in the four southern states of India: Andhra Pradesh, Karnataka, Kerala and Tamil Nadu. The similarities in the four states' cuisines are the presence of rice as a staple food, the use of lentils and spices, the use of dried red chillies and fresh green chillies, coconut and native fruits and vegetables like tamarind, plantain, snake gourd, garlic, ginger, etc. Overall all the four cuisines have much in common and differ mostly in the spiciness of the food. PICTURES OF SOUTH INDIAN CUISINE
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RAJASTHANI CUISINE HISTORY Rajasthani cooking was influenced by both the war-like lifestyles of its inhabitants and the availability of ingredients in this arid region. Food that could last for several days and could be eaten without heating was preferred. Rajasthan is known for tough people and tough food. It is also known for its snacks like Bikaneri Bhujia, Mirchi Bada and Pyaaj Kachori. Other famous dishes include Bajre ki roti (millet bread) and Lashun ki chutney (hot garlic paste), Mawa Kachori from jodhpur, Alwar ka mawa, Malpauasfrom pushkar and Rassgollas from Bikaner. PICTURES OF RAJASTHANI CUISINE
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According to recent surveys, the rate of growth of the restaurant industry in India is expected to be around 4.5 % on an average. A significant number of the workforce in the country is also engaged in the restaurant industry. According to recent surveys, by the end of the year 2012, the overall restaurant industry in the world will employ around 13.3 million people, of which India will have a significant share. However, the main challenge is to enhance the market growth of the industry. Today, the Indian restaurant industry is mainly based in the urban areas the tourist destinations. Efforts need to be made to increase the market in the rural areas as well. There are restaurants in the rural areas but most of them fall under the unorganized sector. A systematic approach is required to increase the target audience in the rural sector. With the open market and liberalization policies, more and more international restaurant chains are also opening their branches in various cities of the country. This has increased the rate of foreign investments in the country having a favorable effect on the overall economy of the country. The foreign restaurants are setting up bases to cater to the vast consumer market in the country. The growth of the restaurants in India has directly led to the growth of fast food eating outlets in the country. The Indian youth of today is very much inclined towards fast food and this has become a major factor towards the growth of these types of restaurants.
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Indian Restaurant Chains Have Overseas Expansion on Their Menus Indian chefs aren't very welcome in the United Kingdom these days. New immigration rules have put several stringent restrictions on the hiring of chefs from outside the European Union is likely to hit the 3.2 billion (US$5.24 billion) Indian restaurant industry," reported business daily The Economic Times. Indian restaurants, however, are only too welcome in the U.K. According to food industry estimates, there are more than 10,000 Indian restaurants across the region and the number is growing. Chicken tikka masala regularly emerges on top of U.K.polls as the nation's favorite dish; former foreign secretary Robin Cook anointed it "Britain's national dish." Across the world too, the popularity of Indian food is growing and Indian restaurant chains are following the taste buds. The companies are small compared to the large U.S. chains. But with the diaspora as a captive customer in the beginning, the Indian companies are testing the waters. "Some domestic companies, after having a successful and stable operation in India, are looking for joint ventures, "according to a 2010 National Restaurant Association of India (NRAI) white paper. Among the names mentioned are Moti Mahal, Bikanerwala, Bukhara and Sagar Ratna.
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greatly, depending on factors like crop yields, feed costs and other external demand factors. Labor is another major cost for service-oriented restaurants. Typically, workers earn modest salaries, often at or just slightly above governmentmandated minimum wages. Employees that fall into this category are usually fast-food workers, dishwashers and bus boys. Servers, who make the lion's share of their money through tips, are usually paid even less. Consequently, changes to federal or state minimum-wage laws can have a noticeable impact on a restaurant's costs and margins. 3. Fast Food vs. Casual Dining Restaurants can be loosely broken down into two broad categories: fast food and casual sit-down establishments. The same general factors discussed above dictate the performance of each group, but sit-down restaurants tend to be more expensive, making them even more sensitive to consumer budgets and the health of the economy. Fast-food restaurants, being less dependent on macroeconomic conditions, are better defensive investment plays. In a recessionary environment, their convenience and value make them attractive options for diners seeking inexpensive meals or for those trading down from casual-dining establishments. Convenience is a major part of the fast-food business model, so a vast network of stores is essential to success. In addition to expansive hamburger chains, there are a number of large players that focus on niches, such as sandwiches and pizza. Fast food is responsible for most of the industry's international sales.
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Foreign markets offer vast growth potential for companies willing to take on the challenge of finding a successful formula that appeals to a wide array of customs and tastes. A well-know brand name provides a huge leg up when expanding overseas, which is one reason why fast-food makers dominate the international arena. The convenience of these restaurants and their typically inoffensive menus, which appeal to most diners, are other pluses. 4. Investment Considerations Restaurant stocks have a number of attractive attributes. Their business models are easy to understand, as are the factors that effect their performance. Most are cyclical, so broad economic conditions often play an outsized roll in the group's overall performance. However, fast-food retailers can sometimes provide more shelter in a down economy. Conservative investors might find the stocks of mature operators appealing as growth-and-income holdings. Conversely, fledgling companies, with new or unique formats, use most of their cash flow for expansion, and their stocks may offer attractive 3 to 5year appreciation potential to the more venturesome.
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Logo of the restaurant: Kind of the food they serve:- Italian , Mexican , pan asian About this restaurant:This multi-cuisine family restaurant is situated opposite the Jodhpur Park Post Office on the first floor of an apartment. The staff is amicable, although they prefer to converse in Bangla. The food is worth pepperazzir money. They offer Indian, Chinese, Thai, European and Mexican delicacies. On Sundays, they cater to a special Bengali menu. In the main section, try Amazon-e-Shorba, Murgh Haseena Shorba, Moti Dania Shorba, Jasta Kebab, Lucknowi Sheek Kebab, Hara Sanzi Biryani, besides the Crispy Chili Baby Corn, Chilly Garlic Mushroom. In the sizzlers section, ask for Tandoori Murgh with Mexican Rice. We would also recommend Broccoli in Chilly Oyster Sauce, Chicken in Hot Peanut Sauce and Fish Balls with Oyster Mushroom. In the Thai section, go for Chicken Satay, Prawn Satay, Prawn Green Curry, Jhad Thai. European food lovers should ask for Vegetable Cold Slaw Salad, Panchwati Salad, Fish Orly, Fagitas, French Onion Soup, Roast Chicken with Honey and choice of sauce.
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Logo of the restaurant: Kind of the food they serve:- Italian , Indian , Continent About this restaurant:This restaurant and banqueting vanue offers good vegetarian , Italian food in pleasant atmosphere and a dcor to match. Little Italy is for the bruschetta , lasagna , pastas in various sauces and the wood-fired oven thin crust pizzas. Their saffron risotto is also quite popular and it should not be missed .they also have a good tiramisu , necessarily alcohol free in this dry state but quite palatable. True to its name, Little Italy literally provides pepperazzi with an Italian ambience in pepperazzis own backyard. It is ideal as a friendly hang-out zone. Try out the Masala Mafia, a smooth combination of Italian sauces and pastas. Penne Pasta with al Arabbiata sauce remains a favourite of the localites. As far as traditional pizzas are concerned, Pavarotti, meaning the thick one, is an exclusive item served here. Risotto Fromaggi is a must eat for the true gusto Italiano.
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2.pepperazzi: Kind of the food they serve:- Italian , Mexican , Japanese ,Chinese , indian About this restaurant:The name of the restaurant is supposed to suggest that anyone who comes to eat here is a celebrity or a potential celeb that the newspapers want . Therefore, pepperazzi have the option of dining in corners where pepperazzi are not easily seen and there is a sign that tells pepperazzi to watch out for the cameras. There are some unusual touches like a white board where diners can leave their comments. Most of their food is above average. Pepperazzi has a good choice of soups: cheesy and creamy Jalapeo Soup, the Chickpea, Spinach and Garlic Soup, Vegetables in a Thyme Broth, Thaistyle Vegetarian Coconut Soup flavoured with Asian spices, among others. Among the entres, a speciality here is their Water Chestnuts in Plum Sauce, a Crostini dressed with sundried tomato and topped with potato, Stuffed Mushroom with a tangy orange sauce and Cheesy Spinach Balls with a basilbased mayo dip. They also have the Mediterranean Mezze Platter. Among the mains, Sundried Tomato Risotto which is a bit overpowered with cream and tomato, the Mexican-style Chilli Paneer Fried Rice, Burnt Garlic Fried Rice, Potato Dumplings in Paprika, Veg. Chow Almonds with Fried Noodles are a few items.
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3.Basil: Kind of the food they serve:- Mexican , European ,pan asian About this restaurant:Basil can simply soak in the air-conditioned, lounge-like decor of the stylish restaurant, Basil, and feel absolutely relaxed. Yes, eating out can be an experience if basil are in Basil. They have an amazing variety of International Vegetarian Cuisines including Mexican, Italian, Thai, Lebanese, Chinese along with Indian. Best known for its Italian and Mexican food, the Nachos, Pastas And Pizzas are highly recommended. The Nachos come with generous offerings of Cheese, Vegetables And Beans. The pastas in white sauce and thin-crust pizzas loaded with Mozzarella Cheese remind basil of the authentic pizzas and pastas served abroad. Don't worry as the staff is very courteous and basil will be guided through the menu that suits basils needs and preferences. The service is fast and the food worth enjoying! They also have fixed lunch menus consisting of starters, main course and desserts on Sundays. Do not forget to try their waffles! The Chinese Dim Sums And Soups are quite popular as well.
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4.Bawarchee: Kind of the food they serve:- Indian , Chinese , European About this restaurant:-
Bawarchi's fare is derivative of traditional Mughalai cuisine focusing around the Tandoor clay oven, where breads, fish, meat and poultry are all cooked in the authentic North West Indian style. Once customers are in Bawarchi, you cannot leave without tasting their curries. Sensitive to the needs of their vegetarian guests the vegetarian meals are always prepared separately. They also have a vast wine list, with a fantastic selection from around the world. 5.tomatos the dinner: Kind of the food they serve:- Indian , Chinese , Mexican , north indian About this restaurant:Walk into Tomato's and customer would feel as if customer have walked into an oversized tomato. The red walls and larger than life pictures of Elvis Presley and Madonna all over the place make it quite an experience to remember! Customer will certainly enjoy the well-chilled, pub type atmosphere here. A mecca for those on the lookout for wholesome and generous helpings of vegetarian and non-vegetarian Tex-Mex and pizzas. Tomato's is well-loved for its cheesy Nachos as well.
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6. waterside: Kind of the food they serve:- Indian , Chinese , Mexican , thai italian About this restaurant:Waterside has made Excellent use of its Canalside location with Waterfront Pathways going through Lawns. There is an air-conditioned Dining room, but it is a bit spare in decor however, there's a Fountain Fed Pool in the Centre. The Specialties here are Tandoori starters like Paneer Chutneywala, Assorted Platter, Paneer Kebab, etc. For the Main Course, Customer Can try their Sunaheri Bhindi, Tiranga Paneer and Aloo Lahori, which are Pretty Good but most of the food is Very Spicy and can even be Fiery inform in advance if customer do not like hot food. Their Stir-Fried Veggies, Tofu, Jade Paneer and Baked Spagetti are also popular as are desserts like Fudge Brownie. At night, they also have Okays International Faves like Pasta, Nachos, Thai Curries and Wok Fried Rice in the lit-up Gardens with a live kitchen. It is an extremely Popular Evening out for Families, and rightly so because of its Ambience and Fairly attentive Staff. Customer may be Hard pressed to get a table on most Nights and during Weekends.
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7.flavors: Kind of the food they serve:- Indian , Chinese , Mexican , Lebanese , Japanese , Italian About this restaurant:Aptly named Flavors, this multi-cuisine diner overlooking the busy 132 Feet Ring Road is all set to halt passers-by looking for an eatery to check out during the weekend. The restaurant has both an indoor and a rooftop dining area. Flavors offers an array of dishes from Mexican, Continental, Thai, Lebanese, Chinese and Indian cuisines. They have a wide spread on weekends, which promises sizzlers, soups and desserts and Tandoori dishes. They also have an a la carte diet menu, specially designed by a dietician, comprising juices, salads, soups, vegetables, starters and desserts. Orders for outdoor catering are accepted, so do call them up when customer are planning a party for customer near and dear ones.
This restaurant, designed like a steakhouse, with a brick-and-wood look, old-fashioned European-style wrought iron lamps and very British pub-style logo, complete with an open-to-view flat-top grill,
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Has recently opened and seems to have appealed to Ahmadabads trendy set with quite a hip crowd coming in for dinner around 9pm. They have a number of platters named after the Teppanyaki (Japanese iron grill) on which they prepare food while diners watch the chefs at work. Each platter is a meal in itself as it comes with bread and rice. Try the Vegetables with Japanese-style Peanut Sauce or some of the more Westernized grilled dishes. They also do a pretty good pasta with Pesto Sauce and their Paneer Sizzlers are worth trying as well. 9. La Feasta:-
About this restaurant: Kind of the food they serve:- ITALIAN, MEXICAN , EUROPEAN
A touch of Italy thats what La Feasta is all about. Theres an element of authenticity about the food here. Customer can be sure of that because the chef here is the pride of this place! The ambience goes perfectly with the food, and there is a wide variety of starters to choose from; we recommend the Zuppa Di Cipo. If customer havent tried any Italian dishes before, customer might get confused with the menu list so going for the chefs special is the safest bet. The real treat, however, is the main course which consists of Mexican delicacies too.
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INFERENCE: As amazos price to related to their competitor some as Bawarchee , la feasta ,little Italy are more to be compared with. And Pepperazzi , basil , tomatos , water side , Souq , flavors are either equivalent or less than amazos price to related with. As per this prices suggest that amazo gives the best quality of food to their customers. Thats how amazo able to retain and sustain their customers . Amazo is being the hub of the quality food to be related to the example of other good restaurant to related with. Waterside , souq , la feasta are also known known for the foods to be related with. The average price of them are also being the normal to be related to be with. All other restaurants other than amazo are also very good at the quality of the food to related with. And the prices are also near by or little higher than amazos.
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2. Comparison of Variety of food that competitive restaurants providing:Amazo Pepperazzi basil Little Italy Italian, Bawarchee Tomatos Water side Chinese , Indian, Italian , Mexican, Thai , continent
Mexican,
Mexican, Italian,
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INFERENCE: As per this table suggest that the variety of foods that restaurant are providing to their customers . Amazo providing the best quality of the food that like people. Just like Mexican , Italian , Lebanese , pan asia , continent , Indian to related to with. Pepperazzi is also known as the known for the Mexican , Italian , Indian , Japanese , Chinese food . Basil , little Italy , tomatos also known for the food to be related with the quality that they are providing to be related to with . The most of the restaurant like amazo , not just grill , waterside , flavors providing the most variety of the food to related with customer.
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Media selection:Amazo uses print media such as newspapers , magazines, web pages and outdoor advertising such as hoardings and pamphlet to related with. Amazo has chosen a print media advertising for purpose of its promotion. It advertises front and back pages of famous and well known news papers and magazine. It advertises in English news papers such as times of india , Ahmedabad mirror and DNA. The advertises usually covers quarter of the newspaper . The advertisement usually shown in amalgamation of very bright colors, usually hoardings and pamphlet to promote itself. Amazo uses published web pages in which it presents its product for advertisement and for customer prospective. 2.sales promotion Sales promotion is one of the four aspects of promotional mix. Amazo uses Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability.
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Examples include contests, coupons, freebies, loss leaders, point of purchase displays, premiums, prizes, product samples, and rebates. Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers). It uses Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions. Some sale promotions, particularly ones with unusual methods, are considered gimmicks by many. It uses Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. Sales promotion technique Price deal: A temporary reduction in the price for specific season to promote and advertise their brand. Cents-off deal:- Offers a brand at a lower price to attract customer for certain festivals. Price reduction may be a percentage marked on the package. Coupons:- coupons have become a standard mechanism for sales promotions for amazo.
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S-strengths 1. Variety of Tasty & Quality food. 2. Various kinds of innovative schemes. 3. Good Ambience. 4. Quality service of foods. O-opportunities 1. Growing fast food market. 2. Increasing sales opportunities in take out business.
W-weakness
1. Still to became a strong brand name.
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Explanation:Threat of New Entrants:New entrants to an industry can raise the level of competition, thereby reducing its attractiveness. The threat of new entrants largely depends on the barriers to entry. High entry barriers exist in some industries (e.g. shipbuilding) whereas other industries are very easy to enter (e.g. estate agency, restaurants). Key barriers to entry include. Economies of scale. Capital / investment requirements. Customer switching costs. Access to industry distribution channels. The likelihood of retaliation from existing industry players.
Threat of Substitutes:The presence of substitute products can lower industry attractiveness and profitability because they limit price levels. The threat of substitute products depends on: - Buyers' willingness to substitute. - The relative price and performance of substitutes. - The costs of switching to substitutes. Bargaining Power of Suppliers:Suppliers are the businesses that supply materials & other products into the industry. The cost of items bought from suppliers (e.g. raw materials, components) can have a significant impact on a company's profitability. If suppliers have high bargaining power over a company, then in theory the company's industry is less attractive. The bargaining power of suppliers will be high when:
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There are many buyers and few dominant suppliers. There are undifferentiated, highly valued products. Suppliers threaten to integrate forward into the industry. Buyers do not threaten to integrate backwards into supply. The industry is not a key customer group to the suppliers.
Bargaining Power of Buyers:Buyers are the people / organizations who create demand in an industry The bargaining power of buyers is greater when There are few dominant buyers and many sellers in the industry. Products are standardized. Buyers threaten to integrate backward into the industry. Suppliers do not threaten to integrate forward into the buyer's industry . The industry is not a key supplying group for buyers.
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POSITIONING:Positioning is an underleveraged restaurant marketing component. Positioning is the place amazo hold in the customers or prospects mind relative to the competition (the cheaper choice, the higher quality choice, et cetera). Effective positioning involves incorporation of amazos Unique Selling Proposition (U.S.P.). The USP is the one thing that only amazos can claim. It's a point of differentiation that the competition either cannot or does not claim. DUE DILIGENCE:Amazos marketing doesn't happen in a vacuum. Effective restaurant marketing must be built on a foundation of fact and knowledge about the market, amazos competition, amazos customers, amazos Internal Customers, financial history, marketing history, the industry, and outside forces that will impact amazosr business. It's a lot to worry about, but restaurant marketing has to factor these considerations into the overall strategy. Not even Coca-Cola can afford to market to everyone all the time, so effective market research and due diligence can help amazos be more effective in amazos restaurant marketing efforts.
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MENU MIX:Every six to twelve months, amazo want to conduct an analysis of amazos menu. This will include profitability analysis and competitive menu analysis. To keep amazo menu fresh, relevant, and profitable, amazo need to know specifically how each item on amazo menu is performing and also how it stacks up next to amazo top competition. Think of each item on amazo menu as a tenant leasing space and it has to earn its right to the space amazos have granted it.
TRAINING:Marketing, human resources, operations and training are inextricably connected. That's because if amazos send people into an operation that is performing at a B- level or below, people will have a bad experience and amazos money would be better spent on operations improvement rather than marketing. Training is a vital component of restaurant marketing for this reason. Amazos training will have to go beyond just employee orientation. Amazo'll need an ongoing program that constantly improves and evolves amazo staff competencies. It's also a good idea to include a restaurant marketing component in amazo training program so that amazo have a staff of ambassadors to help amazo sales-building efforts.
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INFERENCE:- Now a days restaurant industries are working like anything. So people usually visit different restaurants. So most of people like to visit restaurant regularly. 2. How frequently do you visit Amazo?
particulars Total numbers
First time Once in month Once a week Rarely Once in fortnight total
17 19 39 10 15 100
INFERENCE:- Amazo is famous for Mexican , Italian , pan asian food . so people often visit Amazo as number of people suggest in this graph. people do visit amazo mostly once in week as data suggest 39 times.
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19 22 17 25 7 10 100
INFERENCE:- Now a days there is a so much craze about the restaurant food to related to the customers. As this graph suggest different types of food is being greeted by people as per their taste like Mexican 19 , Italian 22, south Indian 17 , Indian 25 , pan Asian 7 & Chinese 10.
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4. Thinking about value for money, how would you describe the food in general?
particulars Total numbers
total
31 42 27 100
INFERENCE:- Customers of Amazo thinking about the food that in the terms of money to related to it. And most of people thinking that it is a reasonable in terms of money. So most probability 42 customers think the same.
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18 41 39 2 100
fair
good
good, 41
excellent
excellent, 18
10
20
30
40
50
INFERENCE:- Customers of Amazo gives opinion about the variety of food that amazo providing. Most of them are said that the variety of food that they providing is good enough.
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6. How much consideration do you give for oil, cholesterol, freshness To the taste of the food ?
particulars Total numbers
57 24 19 100
less, 19, 19% very much neutral neutral, 24, 24% very much, 57, 57% less
INFERENCE:- Customers of the amazo giving their opinion about the oil, cholesterol, freshness To the taste of the food that they have tested. And most of them are very much giving the consideration to the food.
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never 12 4 10 5 12
19 44 51 69 59
69 52 39 26 29
80 70 60 50 40 30 20 10 0 for waiting restaurant cleanness clean clutlery good service staff welldressed 19 for waiting, 69 restaurant cleanness, 52 44 clean clutlery , 39 59 54 staff well-dressed, 26 69
good service, 29
INFERENCE:- The above graph shows the suggestion for the waiting for the turn , restaurant cleanness , clean cutlery , staff well-dressed , service is good . and most of their answer are favorable.
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28 62 10 100
quality of gelato
70 60 50 40 30 20 10 0 excellent neutral poor poor, 10 quality of gelato excellent, 28 neutral, 62
INFERENCE:- The above graph shows review of The quality of gelato that amazo providing . most of them agreed that the quality is being neutral. as this data suggest that 62 like the quality of gelato the same.
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9. Are there any suggestion you would like to make about Restaurant location ?
particulars Total numbers
Surrounding neighborhood
27 37 36 100
Sign visibility
Sign visibility, 36 Parking availability, 37 suggestion about restaurant location Surrounding neighborhood, 27 0 10 20 30 40
Parking availability
Surrounding neighborhood
INFERENCE:- The customers gives their opinion about the restaurant location to related with. Most of them are believe that the most convenient thing is the parking availability with 37 opinion . and 36 and 27 with the sign visibility and surrounding neighborhood.
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10.
21 12 14 30 23 100
continent
INFERENCE:- The above graph shows that customers want to see more of creativity in Italian food that is famous among youngsters. Its at 32 and others are 31 , 12 , 23 , 14 to be related with Mexican , Indian , pan Asian , continent.
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11.
needs improvement, 7, 7%
excellent, 22, 22% moderate, 39, 39% value for money, 32, 32%
INFERENCE:- As this graph suggest customers rate this restaurant as per over all service to related with. Most of them says that its service is moderate with related to 39% with. And other says 32% and 22% to related to excellent and value for money .
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QUESTIONNAIRE ON GENERAL RESTAURANTS:1 What type of restaurant do you have? (Tick mark)
particulars Total numbers
Multi cuisine veg. restaurant Multi cuisine restaurant Multi cuisine non-veg. restaurant Other total
17 1 1 1 20
types of restaurant
Multi cuisine nonveg. restaurant 5% Multi cuisine restaurant 5% Other 6%
Multi cuisine veg. restaurant Multi cuisine restaurant Multi cuisine non-veg. restaurant Other
INFERENCE:- As per this graph shows the types of the restaurant that is being surveyed. And majority of the restaurant are multi cuisine veg. restaurant. And remaining are multi cuisine non veg. and other restaurants.
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particulars
Total numbers
At Morning only At night only At evening only Throughout hole day Total
1 1 18 20
restaurant time
20 18 16 14 12 10 8 6 4 2 0 at morning only at night only at morning only, 0 at night only, 1 at evening only, 1 at evening only throughout hole day restaurant time throughout hole day, 18
INFERENCE:- As this graph shows the restaurant time . most of the 18 restaurant opens throughout hole day. And remaining are opens at evening and night only to related with.
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3. For how many years have you been running this restaurant?
particulars
Total numbers
More than 1 yr. More than 3 yr. More than 5 yr. total
14 5 1 20
more than 1 yr. more than 3 yr. more than 5 yr. more than 1 yr., 14, 70%
INFERENCE:- As per this graph shows the time of the restaurant running since it opens. And majority of them are running more than 1 yr. to be related with .and others are running more than 3 and 5 yr. comparatively.
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particulars
Total numbers
Minimum part time workers working Maximum part time workers working Minimum full time workers working Maximum full time workers working
3 15 25 65
workers working
maximum full time workers maximum full time workers, 65 minimum full time workers, 25 workers working maximum part time workers maximum part time workers, 15 minimum part time workers, 3 0 10 20 30 40 50 60 70
INFERENCE:- As per this this graph suggest the number of workers worked at the different restaurant to related with. The maximum workers full time and part time working at the little Italy restaurant and minimum workers working full time and part time are at curries.
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5 4 2 3 5 1 20
indian , 5, 25%
mexican, 5, 25%
mexican italian
italian, 4, 20%
INFERENCE:- As per this graph suggest the kinds of food that other restaurant are serving to be related with . and most of them are serving the Mexican food that is very famous among the youngsters.
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5 1 1 6 6 20
media of advertising
pamphlet, 6, 32%
hoardings pamphlet
INFERENCE:- as this graph suggest that the best media of advertisement are pamphlet and hoardings to related with. Its also being much cheaper to related with others.
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2 3 3 11 1 20
once in fortnight, 3
INFERENCE:- As per this graph suggest that the restaurant advertises in the media to get in touch with customers to do so. So the maximum they advertise occasionally as per the data shows.
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to sponsor events to give discounts for certain season introduce interactive schemes other
2 10 7 1
promotional tools
other, 1, 5% to sponsor events, 2, 10%
to sponsor events to give discounts for certain season introduce interactive schemes
introduce interactive schemes, 7, 35% to give discounts for certain season, 10, 50%
other
INFERENCE :- As per this graph shows the promotional tools of the restaurant to be related with are to sponsor events , to give discount , to introduce schemes to do so are relatively 2 , 10 , 7 , 1 . so the maximum likable promotion tool is to giving discount to customers.
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5.2 HYPOTHESIS
H0: companys marketing strategy is not viable to gain positive customer satisfaction. H1: companys marketing strategy is viable to gain positive customer satisfaction. ANALYSIS:particulars Total numbers 22 32 39 7
Excellent Value for money Moderate Needs improvement Mean SD N Standard Error Zcal Ztab
H0 : is greater than or equal to 2.5 [ dissatisfied ] H1 : is less than or equal to 2.5 [ satisfied ] Mean is less than therefore , H0 is being rejected & H1 is accepted. INFERENCE:- companys marketing strategy is viable to gain positive customer satisfaction is being proved through above hypothesis.
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CH-6 CONCLUSION:Analysis conducted for Amazos competitive marketing strategies the following are the conclusion. Amazos competitive situation is much stronger compare to its competitors. According to the analysis almost 80.3% of customers are loyal to amazo. So amazo is doing well to retain and sustain its customers. The real strength of amazo in point of its management and according to its customer perception lies in physical environment as its marketing manager stated we want that our customers can feel good positive change every time when they enter the restaurant. Amazo is market oriented organization as it considers its customer needs and competitors moves. Thats why the customers of amazo are 93% satisfied with the overall service.
According to the analysis 59% of customers likes the variety of the food that amazo is being providing.
Amazos promotion tools are much more effective that is the reason behind that it is running successfully as a restaurant sector.
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Ch-7 SUGGESTIONS
Analysis conducted for Amazos competitive marketing strategies the following are the Suggestions. Build strong relationship with the customers to retain them by advertising on a regular basis. To sponsor certain big events to get in eye of the customers. Advertise amazo via internet & radio specifically on social networking sites which is really helpful to influence more number of customers for them. Introduce certain types of food schemes for a specific time of period to catch up with the customers. To give discounts on certain seasons for a certain food to highlighted themselves among customers. with a view to become a strong brand name . Restaurant location should be at a certain area where the colleges , schools & tuition classes are nearby to be more successful.
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Ch-8 Bibliography:Websites:1. http://www.amazo.co.in/fine_dining_amazo.html 2. http://timescity.com/ahmedabad/navrangpura/indian_restaurant_ama zo/53628 3. http://www.anil.co.in/amazo 4. http://www.zomato.com/ahmedabad/restaurants/west/navrangpura/a mazo-110466 5. http://ahmedabad.burrp.com/listing/amazo---justindulge_navrangpura_ahmedabad_restaurants/176798633 Magazine or books:1. The magazine named Times food guide on page number 20. The detail information is being given on that page about amazo restaurant. 2. Philip kotler marketing management 11th edition. Newspaper:1. The newspaper named Times of India Ahmedabad has given a advertisement about their scheme on 5th may 2012 on page number 4. 2. Amazos review and the advertisement of festive feasta is being there in The newspaper named Ahmedabad mirror on 24th December 2011 .that is running till 23rd December on page number 24. 3. There is a Advertisement of amazo related to pasta festival on 5th march 2012 in the newspaper named the Economic times on page number 21.
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Ch-9 ANNEXURE
QUESTIONNAIRE
Myself HARSH KOTHARI student of GLS INSTITITE OF COMPUTER TECHNOLOGY ahmedabad. This project is the part of the my MBA programme. All the information will be used for the academic purpose and kept confidential. please spare your precious time.
5. Once in fortnight
4. Thinking about value for money, how would you describe the food
in general? Good value for money reasonable costly
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10. In which item of food you like to see more creativity. Mexican Indian pan Asian Italian continent
11. Rate the restaurant as per your over all experience ? 1. Excellent 3. Moderate 2. value for money 4. Needs improvement
PERSONAL INFORMATION
NAME : __________________________________________ Age: Under 16 years 16 to 30 years Sex: male Type of work: salaried 31 to 55 years more than 55 female student
SECTION: General questionnaire on the restaurant:NAME OF RESTAURANT: ___________________________________ LOCATION: _____________________________________________ OTHER BRANCH LOCATION: ________________________________ 1 What type of restaurant do you have? (Tick mark) 1 3 Multi cuisine veg. restaurant Multi cuisine non-veg. restaurant 2 Multi cuisine restaurant 4 Other
2. When your Restaurant open? (specify time) 1 Morning 3 Evening ____ ____ 2. At night only ____ 4. Throughout hole day ____
3. For how many years have you been running this restaurant? 1. more than 1 yr. 2. More than 3 yr. 3. More than 5 yr.
4. How many people are working here with you? Every day: __________________ persons Part time : __________________ persons
5. What type of meals do you serve? (tick mark) 1 Mexican 4 Continent 2 Italian 5 Indian 3 pan Asian 6 South Asian
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6. In which kind of media of you advertisement? 1 newspaper 4 Hoardings 2 Television 5 Pamphlet 3 magazine
7 . how many times do you advertise to get in touch with customers? 1 once in week 4. occasionally 2 once in fortnight 5. Never 3 once in month
8. What are your promotion tools ? 1 to sponsor events 2 to give discounts for certain season 4. Other
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