1.

Situation analysis:

a) SWOT analysis:
SWOT analysis will represent the restaurant’s overall strengths,
weakness, opportunities and threat. This analysis can be divided in
to two types of analysis.
 External Environment analysis
 Internal Environment analysis

External Environment analysis:

External environment analysis represents the opportunity and
threat of the restaurant.
 Opportunities:
a. The Hazrat Shahjalal International Airport is vary
nearer to the restaurant.
b. The lake side view besides the restaurant.
c. The idea applied in “Aribian Oasis” is totally unique,
that’s why, right now there is no direct competitors
of “Arabian Oasis”.
d. As the restaurant is located in Uttara, the people of
Uttara resident area will be more benefited by the
“Arabian Oasis”, that’s why we will have an good
opportunities to fulfill our profit margin, the people of
Uttara will help us to gain this.

 Threats:
a. Right now in Dhaka city, there are a lot of renowned
restaurants already existed. Although “Arabian
Oasis” is totally unique from them, they will give a
tough competition to us.
b. To start the restaurant won’t be easy, as the
operating cost will be very high, this will make a
 huge pressure to the finance department of “Arabian
Oasis”.
c. As the idea of “Arabian Oasis” is very uncommon,
some people will try to follow us and will try to copy
us, this types of work will make a bad impression to
the “Arabian Oasis”.
d. As Uttara is not in the middle of the Dhata city.it
wont be easy for the all the people of Dhaka city to
come and visit the “Arabian Oasis”.

Internal Environment Analysis:

Internal environment analysis represents the strengths
and weakness of the “Food Ranch”.

 Strengths:

a. Our restaurant exterior is clean and tidy.

b. The service style is new to the area.
c. We offer some recipe that no other resraurents
offers.
d. We have a greater possibility to make a branded
image.
e. Have a good choice of items available on your
menu.
f. We will have a well-trained staff.
g. Strong relationships with vendors that offer high-
quality ingredients and fast/frequent delivery
schedules.
h. Excellent staff who are highly trained and very
customer attentive.
i. High-quality food offerings that exceed
competitors offering in quality, presentation, and
 price.

 Weakness:

a. As we provide a best quality of food, that’s why

we have to charge comparatively more.
b. It won’t be easy to utilize the fund as the amount
of fund is limited.
c. The main weakness of ”Arabian Oasis” is that, our
restaurant is new and not established yet.
d. The people of Dhanmondi, Mohammadpur,
Tejgaon, Ramna, Matijheel etc have to come
further to get our restaurant as “Arabian Oasis” is
situated in Uttora.

b) Market share analysis :

We are going to launch the restaurant “Arabian Oasis”. So, right

now, the market share of “Arabian Oasis” is zero. But we have a
target to gain 15% of market share within 5 years.

The market share analysis of “Arabian Oasis” will depend on several

factor :

- The availability of reliable, up-to-date information

- Agreement on which measures of share are most relevant.
For example, should market share be calculated on the basis of
sales revenues, profits, units produced or some other measure that
competitors in the market generally recognize as valid.
In reality, market shares are calculated in a myriad of ways.
However, most tend to be based on one or both of the following:
- Sale revenues
- Sales volumes (units)

c) Competitive analysis:

Competitor analysis in marketing and strategic management is an

assessment of the strengths and weaknesses of current and
potential competitors. This analysis provides both an offensive and
defensive strategic context through which to identify opportunities
and threats.
We gathered information about competitors strengths and weakness
based on some criteria:
1. Customer awareness
2. Food and service quality
3. Available of different menu
4. Technical assistance
5. Environment
6. Location
7. Cordiality

 How the analyse done:

First, we identified the number of major restaurants are in Dhaka

city. Then, we identified those restaurants that appeal to the types
of customers (market segments) that we plan to serve. We also
considered including bar and grills, catering services, food delivery
services etc.
d)Macro factor analysis:

 Demographic analysis:
 Male and female.
 Ages 5-50
 Specially the young professionals who work close to the location.
 Posh families.
 Have attended college and/or graduate school.
 An income over taka 40,000.
 Eat out several times in a month.

 Economic analysis:

Objectives:
a. Corporate objectives:
Corporate objectives are statements of intent that provide the
basic direction for the activities of an organization in pursuit of its
mission.
◊ Satisfying customers by giving them a quality product and
unique service that our competitor do not provide.
◊ As we are going to introduce our restaurant in a unique way so
its very much important to continue the business by running it
successfully.
◊ As we mentioned earlier that our restaurant is besides a lake and
it is different from other restaurants so our restaurant will be
attracted more by our customers than the competitors s one. So it
will be much easier to beat our competitors.

Corporate objectives would also include:

▪ Profit ( value , margin)
▪ Return on investment
▪ Growth ( profit, earning per share)
▪ Market share
▪ Cash flow
▪ Sales revenue
▪ Corporate image and reputation

Corporate objectives can also be the main or primary objectives of a

corporation of a business.

b. Market objectives:

◊ Increase product awareness among the target audience and

Inform target audience about features and benefits of our product
and its competitive advantage
◊ Capturing the leading position in the target area and hold the
position by providing the customers superior product and best
service.
◊ Convert to sales
c. Financial objectives:

For many organizations the ultimate goal of the marketing plan is

the effect it will have on the bottom line. Measures reflect income
statement items and common ratios.
 Customer sales:
o by volume and growth percentage
o by segments
 Channel sales:
o by volume and growth percentage
o by channel
 Margins
 Profitability
 Ratios:
o use common financial ratios and other metrics
associated with marketing in the industry

4.Marketing Strategy:
 Market Segmentation

We want everyone to feel welcome and entertained. We have

defined the following groups as targeted segments that contribute
to our growth projections:

 Students as there two medical collage and different private

universities.
 Local people of Uttara.
 Upper middle to upper class families.
 Diplomats of different coutries.
 Tourists
 Outside people of Uttara

These particular market segments are 20-45 years old, have

disposable income, and are seeking upscale, trendy, and
comfortable restaurant options. These are the types of people who
frequent other restaurants in the area. They are likely to spend
more on experiences they perceive as unique, cosmopolitan, and
sophisticated. They are also the most open to trying something
new, food wise, and will embrace our international fusion cuisine.

These analysis is done according to these criteria:

Geographic segmentation:
Uttara is less louder place in Dhaka city. People will come here
because of less traffic jam and good transportation facilities and in
Uttara, these are huge population of upper class, and mostly the
executives of different organizations visit the restaurant that’s
why restaurants sought in the commercial areas.

Psychographics Segmentation:

People who having elegant attitude want calm every time, so they
tend to visit here.Along with the environment will be excited for the
teenagers where they can explore new experiences.These
restuarent has a similarities indeed almost the cuture of middle
east,where the people are musilms.So,people will have a
psychological perspective of visiting restaurant.

Occasion Segmentation

In the season of any festival these businesses are more successful.

The segmented people ready to spend money on the special events.

 Target Market Segment Strategy:

Students: They work hard all day long and keep themselves busy
with their study. After that ,they will try to refresh themselves. They
will vist the restaurant occasionally. Like after their exam finished,
when their critical assignments finished etc. Apart from that, we
also hope that, some rich students will visit the restaurant more
regularly.

Diplomats: Right now in Dhaka city, there are few restaurants are
available where diplomats can sit and have their discussion with
quite and calm environment which will provide by us. So we can
monopolies in this segmentation.

.
Tourists: Bangladesh attracts many vacationers during the whole
seasons but specially in Winter. Arabian Oasis will be a destination
dining locale, with its attractive atmosphere, international menu. A
large percentage of the tourist population are vacationing singles,
here to socialize and be entertained that will prove by the staffs of
Arabian Oasis. This is especially true for the tourist population
that visit for sporting and social events - they are not interested in
family establishments.

Upper middle to upper middle class people : Although, there

are many restaurants and fast foods are available for the posh
families. But few of them has food menu that we provide. So we will
target these segment of people most strongl.
  Positioning:

To maximize the potential benefit of the restaurant, we have to

locate the brand in the minds of costumers, by positioning which is
not physical rather mental.

 Points of difference:

 Some of the characteristics or benefits we will provide, we

believe that differentiate from our competitors is our
consciousness of protecting our environment. We give
emphasize on Green. Here green means we are close to
nature. There will be a touch of green in everywhere in
Arabic Oasis.
 We decorate our restaurant with recyclable materials. This
is also environmental friendly. Such as our equipment,
these equipments are recyclable.
 The food menu will differentiate from others as we the only
restaurant having a numerous numbers of Arabic middle
east food recipe.

 Points of parity:

The points of parity of Arabic Oasis will be :

 Food quality.
  Service.
 The price.

b.Marketing Mix:

 Promotion:

►Special offers
▪ Valentines day ( a special discount for each couple)
▪ Pahela boishakh
▪ chrismas day ( special cake,teddy bear, some arrangements for
the amusements of the children)

►Direct marketing:

▪ Mobile messaging :
As our restaurant is totally new and unique so it needs to be
familiarized with the people , it can be done by area basis
messaging or sms to the executives.
▪ We will not use any leaflet for the promotion of our restaurant.
► Advertising:
 ▪ As our restaurant is new so definitely we use television ad as
well as we will put our restaurant name and logo in a convenient
place on the tree so that it can easily catch the attraction of the
people.
► Free gifts:

Our restaurant offers some free gifts in some special occasions

like:
▪ Valentines day
▪ Pohela boishakh
▪ Chrismas day

► Join venture:

▪ We are three members joimtly started this restaurant.

► Competitors:

▪ We will conduct our promotional activities in a different way

that our competitors did not do and it’s a challenge for us.

 Process:
▪ We provide our service in a way so that customersa feel our
restaurant as their home.

 Physical environment:

▪ As we mentioned earlier that we are going to emphasize on

natural environment , so our restaurant will be surrounded by
different kinds of tree.
▪ We are going to use the recyclable woods for our tables and chairs
and other wooden furnishers.
▪ As our restaurant is placed besides a lake so the blow of the
natural wings will be preferred to the customers.

 People :

It’s include four things and these are –

1. Employees
2. Management
3. Culture
4. Customer Services.

1. Employees: Our employee must be at least HSC qualified,

young, energetic, well behaved with good communication
skill. Employee of our restaurant will wear light green polo
neck and dark blue jeans with blue cap. Here Green colour
symbolize our logo color.

2. Management :We are three partners will manage the four

major department of our business. These are Marketing
Department, Finance and accounting Department,
Management and Human Resource Management.

3. Customer Service : We provide the service to our

customer through-

 Help Line- There will be a help line number for the

customer.
  Web Site- For details information there will be web site
of our restaurant.

 Service Time- We serve our customer from 12pm-11pm

4. Culture: Inside the restaurant both the Bengali and Arabian

culture will be combined in such a way that, it gives the idea
about middle east countries and of course about
Bangladeshi culture.

 Place:
Our restaurant will be located in Uttara sector-7. There are several
reasons behind choosing this place as our restaurant’s location.

 As our restaurant’s theme is based on green so we

choose Uttara; as the place is full of lush green trees,
natural and fresh environment.
 A beautiful lake side view will certainly attract the
customers and enhance the beauty of our restaurants.
 Convenient place with no traffic jam and well
transportation facilities.

 Price:
 Our target customers are mainly high income earners and
from upper middle class level of the society. Certainly they
would not think about the price but the quality, taste of the
food items and service of the restaurants. So to deliver all the
service properly and to justify the quality we will have to
charge a little bit higher price.
 There is another reasonable cause for taking high price. As,
we will serve Mediterranean cuisine, we must have to import
 some basic ingredients like; spices, herbs (which can only be
found in those countries) etc to cook those dishes. To cover
up the import cost we have to take a bit higher price.

 Product:
Our products are food items. The items would be from
Mediterranean cuisine (mostly Muslim countries around the
Mediterranean coastline). The food items will be cooked with great
care by chefs who are experts in Mediterranean cooking style. Of
course there would be no compromise with highest quality. Every
ingredients of food would be fresh and organic.
We will provide a great menu with options so that people can
easily choose what they desire to eat.
The most significant point about our restaurant is that we provide a
unique cuisine that no other restaurant is currently providing except
the five star hotels.
Another important point is that we will serve the food items in their
traditional way so that people can have a idea about the culture of
that country.

c. Branding:
Branding is an emotional link between customer and us. We
branded our product in a way that, reflects the service and that will
definitely differentiate us from our competitor. By using the name
Arabian Oasis, its design and symbol or a combination of these, we
can create a unique identity. When we branded our services we give
emphasize on several things:
 Our branding suggests the service benefits.
 The name “Arabian Oasis” is simple, memorable and unique.
 Represents the image nad culture of our company.
 It has a positive connotations with target market.
 It is easy to pronounce and portraits.

d.Slogan:
The slogan of “Arabian Oasis” is – “3D!! Delicious, Dedicated and
Delightful.” Let us explain the sloagan:
 The 3 d stands for 3 words starts with D. These are:
Delicious, Dedicated and Delighful.
 The food of “Arabian Oasis” will be delicious.
 The people of Arabian Oasis” will be dedicated and most
cordial.
 After customer having meal, they will be delightful.

e.Logo:
We will try to create an environment of green in “Arabian Oasis”.
That’s why, the name “Arabian” is written in the logo with green
color. “Oasis” means the garden in the desert, that can express as
pleasure of enjoying the peace, that’s why Oasis written in white
color that represents peace which can be found in “Arabian Oasis”.
Along with that, the image (the combination of the palm tree,
desert and the sun) represents the culture of Middle East which will
be reflects in a new dimension in “Arabian Oasis”.
 5. Action program:
a. Restaurant launch:
b. Loyalty program: Loyalty programs work on best on cutomers
who already enjoy our product and services. The purpose is to
take a good customers and turn them into a greater
customer. We will follow some tools for loyalty programs.
 Punch cards: We implement s punch card frequency
program. We can punch the card for each visit and
when customers spend 2000 tk or above. When a
customer’s punch is full then we will offer them a free
reward, like appetizer, desert, beverages etc.
 Membership cards: We can scan the cards with bar
codes to keep track of customer’s purchase and offer
them appropriate rewards. We can use the membership
card software. The software will track the frequency of
customer visit, their birthday and what they like to buy
from us. We can use the informations to give them
reward.
 Top customer reward: Instead of points system, we
could create a customer competition when the top 10
customers receive a special reward, like a free part
reservation, free valet parking etc.
 Automobile reward system: The nice thing about a
automatic is that customer do not have to carry a card
around with them. With the software, customers that
give us their names or pay with credit cards can be
automatically entered into our loyalty program. We can
surprise them with a free gift.
  Special occasion gift: By considering our best customer,
we can offer a free birthday gift or a special holiday
offer.

c. Brand awareness programs:

 We have to be consistence and repeating for creating
brand awareness. We will give people trust to buy our
services through our brand. We keep the promise to our
customers. We will communicate with all our channels
of our business to creating a strong brand.
 We have to be ensure that all of our marketing and
promotion are consistent and they have our logo,
colors, typeface, slogans and characters. We will
develop everything with same look and feel.
 We will take the people perception about our restaurant,
product and services. In one word, we will take
perception about our brnad. By this we can evalutale
the beliefs, attitude, needs and mood.