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Introduction Ever heard about coffee on cone? We are going launch a new business plan in Gujranwala. The name of our business is ‘Café Con Crema’. This Café include various products including Cone Coffee, Ice shakes, ice cream, cold coffee. We are also providing different favors in coffee, ice shakes and ice creams. The location of our café is inside Gujranwala city where customers can easily approach. Our services include take away facility for customers so the they can get their product fast and easily without entering in café.

Mission statement To provide our customers the world’s best freshly cone coffees with excellent service at a price that is fair. The environment and our community defines the Freshly Cone Coffee and ice cream. Logo

Product

Current Markets and Strategies History of Gujranwala Gujranwala now is an agricultural marketing center (grains, melons, sugarcane), it is also a commercial and industrial center, manufacturing ceramics, iron safes, copper, brass, and aluminum utensils. The establishment of an industrial park, textile, silk, pipefitting, electric fan, and tannery production increased its importance.

Cultivation in the surrounding area is

dependent upon canal irrigation. Wheat, cotton, rice, barley, and millet are the chief crops. World 's best Quality Rice grows here. In 1951 the city was converted into the capital of the district which Gave rise to the new industries in the city. The Gujranwala hydroelectric project provides power from the Chanab River. There are also rice and sugar mills and glassworks in the locality. City has an International Level Cricket Stadium, Jinnah Stadium also or formerly known as Municipal Stadium. Gujranwala, chamber of commerce & industry came into being. In November 1978, and the first elected executive committee took the charge of the chamber. In all over Pakistan GCCI is one of those chambers who have their own building. The credit of construction of chamber's building undoubtedly goes to its founders. Now apart from the chamber office, the Zonal / Circle offices of Habib Bank Limited, United Bank Limited, Allied Bank Limited and State Bank of Pakistan are functioning in the building. The city has many hospitals and several colleges affiliated with the University of the Punjab. According to City Mayors Statistics The world's fastest growing cities and urban areas from 2006 to 2020 Gujranwala rank 27th in the world with the average annual growth 2006 to 2020 3.49% and rank 1st in Pakistan then Faisalabad with the average annual growth of 3.32% with rank 33rd in the world.

Location: G.T. Road, Nadra Executive Office، Mumtaz Market، Civil Lines, Gujranwala, Punjab. Because this is best location to start a new business. Many more new fast food restaurants are started in this market. And this is upcoming food market in Gujranwala. This location is important for our business because this location is located center of the city this is edge for us to start a business in city and in up growing food market. Population or average age or income: According to the survey 2017 the population of Gujranwala city is 2.238 million. The Gujranwala District Men are 3,400,940 Sex ratio 108.6 House hold ratio 7.5 Population 2,208,365 Growth rate 3.85. The average age of the peoples is 60% is 20-35 years. 19% is 3-17 years and 21% is 40-70 years. In this city there are much adult population and this is 3 rd biggest industrial city of Pakistan. The average income of Gujranwala peoples is 20,000 to 60,000. Business Our business is a unique trend and new theme base which is never introduce by anyone in Gujranwala city. This business is expected to grow sales revenue. Our business is a coffee shop with the name of “café con crema”. This is new business providing high quality of service and

products in safe comfortable and in hygienic environment where customers get satisfaction and enjoy the coffee. Transportation system Gujranwala is a major centre of rail, highway and river transportation. Tourist finds old steam engine frequently, enjoys rickshaw and chingchi to reach narrow street of clothing market/Bazar. Beautiful painted buses run on the road , painting on truck and buses , is another indigenous form of art performed in Pakistan . With its all colorful floral patterns, depiction of human heroes with creative aspect ratios, calligraphy of poetic verses and driver’s words of wisdom, this form of art is truly a part of Pakistani transport tradition. You can find it all in Gujranwala. The city has a dry port for the export of local products to the rest of the world. The city is in a great location and easy to get to from almost anywhere in the country. The city is served directly by the motorway providing fast links to the rest of the country. Climate Gujranwala has a hot semi-arid climate (BSh), according to the Köppen-Geiger system, and changes throughout the year. During summer (June to September), the temperature reaches 36– 42 °C (97–108 °F). In pakistan the clmate is based on 4 seasonal. Recreation and Culture available Pakistan is a Muslim country and Islam is the official religion. Islam is the religion which is professed and practiced by the people of Pakistan. Gujranwala handicrafts are gaining popularity in the world market day by day, as Pakistani craftsman are considered as the best in their craftsmanship. Pakistan is famous for its high standard items of glass, silver, wooden furniture, pottery, marble goods and things made of camel skin.Cricket, Hockey, Football, Kabbadi, squash, badminton, and wrestling are the major sports in Pakistan. The National Dress of People is Shalwar Kameez.This city is also known the ‘PEHLWAN” peoples. In Gujranwala there are Jinnah park, gulshan iqbal park, ladies park, officers club for recreation and the new one is Fun

duniya and Citi Housing Scheme Gujranwala is going to inaugurate its international standard theme park in April 2018. The development work at “CITI Theme Park” has been completed and all swings and other play equipments have been installed. The theme park will be opened for general public on 15th April 2018. Other Cafes: (Direct Competitors) There are multiple coffee shops but theme based coffee shop is “Gloria Jeans” and “Maestro café”and Malee’s Café.

Maestro Café Maestro café is located on Sialkot road opposite Jinnah stadium. It is project of Fry Master restaurant.

Malee’s café: Malee’s café have many branches in Gujranwala like wapda town , satellite town etc.

Experience I also have experience to having coffee from these cafes there are some drawbacks in these cafes like cappuccino of Gloria jeans is having total different from traditional taste which is recognition of cappuccino and these cafes having not total range of coffee’s. we are offering complete range of coffees in Gujranwala for coffee lovers to enjoy more satisfaction and fresh coffee taste ever. Competitors (In direct): Macdonald’s: macdonald’s using arabican coffee beans that are artificial flavored and having high caffine Black coffee, Black tea, Ice coffee etc.

Marian Hotel Marian hotel is not a special coffee café. They just offer black coffee and cappuccino simple. Just complete their product line.

External Environment Factors There are many external environment factors which can be affecting on the demand, sale, supplies and many other things which of the following we discuss in the above paragraphs. Economy The economy of the Pakistan in current days is declining due to the political instability. The economy plays a vital role in the progress of any organization or business. The major economic problems which are facing by every business are currency rate, import and export restrictions, highest rate of interest and other major things.

The current 2018 economy is declining coz the political instability. Law and Regulation: All the operation of the business will follow the Pakistan law and regulation. The law is must be followed under 1932 partnership act, 1930 sales of goods act, and contract act 1872. All the operations will be lawful.

Cost The cost factors play a vital role in the progress on every business. The inflation rate is effecting very badly on the suppliers and also the business man. The suppliers are facing a big decline in the business due to increasing the rate of $ from 108 to 127 is a major different which can affect every multinational and national business operation in the Pakistan. The government should control devaluing of the Pakistani rupee to control the inflation rate. Competition The current marketing situation show the increasing trend in the in the completion. We are making the strategies according to over competitors by introducing a theme restaurant and also a new thing introducing first time in the Pakistan. Over major competitors we discuss in the below Malees cafe, Mestireo etc. The increasing in the trend shows the major competition in the coming future. In what stage in the product life cycle would you considered theme restaurant. Why?

Product life cycle basically shows the business current and future positions. Over business will be in first stage of the product life cycle. The first stage of the product life cycle is introducing stage. We are on first stage due to the start a new and a theme based business which is the first in the Pakistan.

Technology Technology is a factor which plays a vital role in the progress on the every business. We should use the latest technology to advertising, selling and restaurant theme. Without social media the growth of business is very low. The technology can builds a strong relation with the customer. We also used mobile app, online order, and website. Technology has important effects on business operations. No matter the size of your enterprise, technology has both tangible and intangible benefits that will help you make money and produce the results your customers demand. Technological infrastructure affects the culture, efficiency and relationships of a business. Social factors Social factors are things that affect lifestyle, such as religion, family or wealth. These can change over time. Food developers need to be aware of these changes to make foods that meet the needs of consumers. The Gujranwala people are loved with the food now a day’s most of the families are eat dinner from restaurants. The change in the social factor must be in the under observation of the upper management of the business. The major changed in the social media affecting every business.

Chapter 4 Internal analysis An internal analysis is an exploration of your organization's competency, cost position and competitive viability in the marketplace. Conducting an internal analysis often incorporates measures that provide useful information about your organization's strengths, weakness, opportunities and threats

Strengths The capacity of an object and uniqueness can be defined as strength of any business in the marketing point of view. Over business major strengths are the cone coffee new in the market and also a theme based restaurant which can give a major competitive advantage. The unique idea will give a strong competition to its competitors. Weakness The weakness of every business can be defined as the majors draw back like wrong selection of the competitors, stereotyping and other wrong observation. A company weakness is any resource or process that your business lacks, limiting your company's ability to reach its full potential. Companies often analyze their weaknesses as part of a strategic planning process known as SWOT, which includes assessments of strengths, weaknesses, opportunities and threats. Opportunities A time or set of circumstances that makes it possible to do something. The major opportunities to go global expand current business and etc. every business have many opportunities which are allocate the upper management these opportunities are decreasing by time to time and also vice versa. Threats Threats from the major competitors like Gloria jeans, Mesterio café, McDonald’s which have power to beat us in the way of creating new strategies and marketing.

Target Market Description Age We are going to target our customer according to the age level. This age level includes 15 – 17, 18 – 24, 25 – 34, 35 – 44, 45 – 54, 55 – 64, 65+ Social status The social class include high, class middle class and lower class. so the price we have set for our customers are fair so considering this we are going to target upper class and middle class.

Family status Income A factor which is very important to be understand which we can enable to understand which income class are going to target. those ranges mean different lifestyles depending on the number of people living in the household. So according to analysis we have decided that we are going to target

Less than 15,000 15,000 - 24,999 25,000 - 34,999 35,000 - 49,999 50,000 - 74,999 75,000 - More What does the customer want from your restaurant? We are going to provide our customers the best quality product and comfortable environment. Deliver a memorable experience. From a customer perspective it is all about delivering a memorable experience - not just a cup of coffee. To get ahead, caterers must seek to differentiate the customer experience through technology, the environment and the way the drinks and we served What needs will your restaurant satisfy? How will you meet those needs? Price By observing our competitors perhaps, the prices are not under or below from our quality that could send wrong message about our offers. Social media Get active on social media is a professional input that build strong relationship and awareness to

find out and attract our customer. Take away Service Considering the take away facility the customer can save their quality time using this service. They can easily get their product. Attitudes thrifty, prudent or economical in the consumption of consumable resources such as food, time or money, and avoiding waste.so our cafe attitude is towards thrifty in the mind of consumer.

Dining/purchase frequency Con coffee purchase frequency is quick bite because it gives more energy in less time for customers. Information needs The information criteria we share with our patrons is through Phone calls, prospectus of our brand and websites Media preferences (TV, social media, magazines) We are going to advertise our café through TV Commercial, billboard Facebook, Instagram, magazines and radio ad.

Chapter 9 Positioning: 9.1 Explain what is your unique target market who you plan to address it? Market positioning refers to the process of establishing the image or identity of a brand or product so that consumers perceive it in a certain way. Our business can define its self in a way to highlight the competitor’s product line, and offering the better and more products to the customers. The unique theme based environment can differentiate our business from other competitors like Maestro café, Malees café etc. we should be positioning by using Niche marketing. We can plan all the positioning strategies by using the process of the market positioning in which the following above we discuss. 9.2 What about your restaurant or your marketing mix are the unique and identify the qualities that are important to your target market? Our business is a unique trend and new theme base which is never introduce by anyone in Gujranwala city. This business is expected to grow sales revenue. Our business is a coffee shop with the name of “café con crema”. This is new business providing high quality of service and products in safe comfortable and in hygienic environment where customers get satisfaction and enjoy the coffee. 9.3 Marketing mix: A combination of factors that can be controlled by a company to influence consumers to purchase its product There are major four components of the marketing mix which are the following these:

9.3.1 Product: A product is the item offered for sale. A product can be a service or an item. It can be physical or in virtual or cyber form. Every product is made at a cost and each is sold at a price. The price that can be charged depends on the market, the quality, the marketing and the segment that is targeted. which can be well-defined in the menu of our restaurant that we discuss in the below. The main products of the company are related to coffee. Our product is physical that can identify as item or product. A product needs to be relevant: the users must have an immediate use for it. A product needs to be functionally able to do what it is supposed to, and do it with a good quality. 9.4 Place: The place part of marketing mix where the customer receives the product and services. Place in case of services determined where is the can be located. In other words, place is show the availblity of the product or services. 9.4(1) Location: G.T. Road, Nadra Executive Office، Mumtaz Market، Civil Lines, Gujranwala, Punjab. Because this is the best location to start a new business. Many more new fast food restaurants are started in this market. And this is upcoming food market in Gujranwala. This location is important for our business because this location is located center of the city this is edge for us to start a business in city and in up growing food market. 9.5 Price: The amount of money charged for a particular item or product. Price play a vital role in the progress of the ever business. 9.5(1) pricing strategy There are basically there pricing strategies which is used by the companies which are the following these skimming pricing strategy, market penetration and competitive strategy. 9.5(2) Competitive pricing strategy We use penetrate prices strategy due to we providing high quality goods and services and new fresh and served in hygienic environment. Promotion: We promote our business through Bill boards, Broachers, Tv add, audio add and on social media.

Café Con Crema Menu/hour Con Coffee

Small

Large

Amounts are in PKR

Amounts are in PKR

Coffee of the Day

160

200

Classic Hot Chocolate

170

210

White Hot Chocolate

170

210

Whipped Cream Decaffeinated Coffee

180

220

Creamy Hot Cocoa

170

220

Cone Ice Cream

Small

Large

Amounts are in PKR

Amounts are in PKR

Chocolate

60

90

Vanilla Crips

60

90

Blueberry

60

90

Caramel

70

100

Strawberry

60

90

Café Con Crema hours Our café opens at 12pm to 11pm Physical Setting...