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Café Dreams

6/21/2011
Submitted To:
Mr. Ali Rehman

Submitted By:

Anum Nasik (01)
Farah Mann (18)
RafiyaAshfaq(19)
Sumbal Ashfaq (22)
Tayyiba Munir(46)
Ahsan Bilal Saleem (52)

ACKNOLEDGEMENT........................................................05 EXECUTIVE SUMMARY...................................................07 MISSION STATEMENT......................................................10 CORE VALUES....................................................................10 VISION STATEMENT…………………………………….11 POSITIONING STATEMENT…………………………….12

MARKETING GOAL...........................................................13 CURRENT TRENDS...........................................................14 BUSINESS GOALS..............................................................15 DESCRIPTION OF BUSINESS...........................................16 ADVERTISMENT................................................................17 MARKETING MIX..............................................................23 COMPETITORS SWOT ANALYSIS..................................28 COMPITITION.....................................................................30 CRITICAL RISKS AND PROBLEMS.................................36 MARKETING........................................................................37 TARGET CUSTOMERS.......................................................38 ESTIMATED POPULATION AND SALES........................39

SERVICE AND WARRANTY.............................................42 OPERATIONS.......................................................................43 PRODUCT DISTRIBUTION................................................44 CASH REGISTER.................................................................46 PRICING................................................................................47 INVENTORY ACCOUNTING SYSTEM............................48

MANAGEMENT...................................................................49 ORGANIZATION.................................................................50 Discription of jobs.......................................................51-56 financial..........................................................................57 cost analysis.................................................................58 differentiation.............................................................60
ACKNOWLEDGEMENT
Starting with the name of ALLAH ALMIGHTY who is, most Gracious, and most Compassionate". We, the students of the MHRM 2ND semester, Institute of Administrative Sciences PunjabUniversity here by pay our very sincere thanks to the Mr.Ali Rehman for giving us the wonderful opportunity for launching our innovative CAFE DREAMS in our interest area as a part of our study. We would like to extend our sincere thanks to our families for motivating and encouraging us and increase our practical knowledge in this particular project. We are also thankful to our class fellows for their very good support.

EXECUTIVE SUMMARY
The interest by consumers in thecafe is sweepingLahore.
Cafe Dreams will provide a friendly, comfortable atmosphere where the customer can receive quality food, service and entertainment at a reasonable price. The Cafe will offer a variety of choices to the customers. Coffee and tea of all sorts will be offered. Juice, soda, and Sheesha also will be available. Cafe Dreams will serve, lunch and dinner. The interior design of the building will focus on projecting a relaxed atmosphere. Cafe Dreams will be divided into different areas. Some will have tables and chairs, another will have large antique stuffed couches and chairs, end tables, tiffany style lamps and braided rugs. Fixed system will be installed so that the music and entertainment can be heard throughout .

There will be nightly entertainment featuring acoustic jazz, blues and folk music. On selected nights there will be poetry readings and an open microphone. The walls will be used as an art gallery and from time to time there will be an artist in residence. The area comprising a three mile radius around Cafe Dreams is heavily populated with young, upwardly, mobile persons with expendable income. This is complemented by a large number of upper middle class "Baby Boomers" who are a large portion of those persons who frequentlygo cafes. A strength which this business will possess is the ability to change with the times. Rather than limiting the future opportunities by having a small area, Cafe Dreams will have 1Canal of space and a kitchen designed for flexibility. Cafe Dreams will be able to change to a full course restaurant or whatever the situation calls for. The advertising and promotion will take a number of avenues. First, flyers will be distributed in the neighbourhood. Since Cafe Dreams will be the first union restaurant in Lahore, ads will be placed in all of the union newsletters. Ads will also be placed in the target areas of the Model Town, Johar Town, Wapda Town, and the local neighbourhood newsletters. A customer contact list will be developed with a calendar of events being texted on a monthly basis. Cafe Dreams will be operated as a Sole Proprietorship. There will be private investors. However, these investors will be silent investors with a payoff of investment within three years. These investments will be paid twice-yearly in equal instalments including interest. The total needed capital for Cafe DreamsRs.17,000,000. Owner's cash contribution is Rs10, 000,000 and other investors areRs.70,000,000. Overall management will be the responsibility of the owner. The owner brings to the business over 10 years of business experience including over five years in restaurant management and five years in directing a multifaceted non-profit housing program. The general manager will have a minimum of 10 years experience. A major emphasis of Cafe Dreams will be to hire economically disadvantaged or at-risk persons and provide them with job training.

CORE VALUES:
CUSTOMER SATISFACTION, HIGH QUALITY, RELAXING ATMOSPHERE.

MISSION STATEMENT
To provide a friendly, comfortable atmosphere where the customer can receive quality food, service and entertainment at a reasonable price. VISION STATEMENT
To set an innovative & new trend in the café of the Lahore and being cherished by the customer through environment, food and entertainment.

POSITIONING STATEMENT
To food and fun loving Lahories , Café Dreams will provide you the charismatic environment to dine in with fun and music, we do care about your physical fitness as well because we realize your dreams.

MARKETING GOAL
Generate monthly high sales revenues per month and annually as well.

Purpose Of Business Plan
This document is intended to outline the start-up of the business known as Cafe Dreams. The business plan has a two-fold mission. One is to obtain financing. The other is to help define the who, what, where, when and how for the business so that the business will have a clear cut plan and operations map.

Current Trends
People of Lahore are very prone to food and entertainment
Due to rapid change in trends and fashion people are rushing to place like café in leisure Modernization and post-industrial society creating loyalty of customer’s towards cafe Café Dreams
A place you are looking for..
It’s a conglomerate dealing with fast , organic variety

BUSINESS GOAL
The goals of the business are to provide a substantial income and to create a business and working environment where both the customer and employee are treated with dignity and respect.

The specific goals of the business are:

Profit - personal income in excess of 4,000,000 per year within three years

Employees - Competent employees. Who are committed and loyal.

DISCRIPTION OF BUSINESS
Cafe Dreams will be a Cafe/restaurant located in the Johar nearAllah hu Chowk.The Cafe will offer a variety of choices to the customers. Coffee and tea of all sorts will be offered. The teas will range from English to flavoured varieties. Juice, soda, and non-alcoholic beverages also will be available. Variety of Sheesha will be provided. Lunch and dinner will feature sandwiches, salads and seven different soups. The interior design of the building will focus on projecting a relaxed atmosphere.The carpeting will be red. The table and chairs will be custom made from light oak. The chair coverings will be of black and red material and heavily padded for comfort.The table tops will be a marbleized forest green laminate. Plants will abound in gold pots. The dishes and eati...

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