Bdp Presentatn

INTRODUCTION   

  





Sahib Sind sultan- Owned by BJN Group. Situated at the third floor of the Ambiance mall. The restaurant offers authentic Punjabi & Rajasthani food . Operates from 12:30Pm to 3:00Pm in the afternoon and 7:00Pm to 12:00 midnight in the evening. The restaurant is a tribute to the days gone by- the Raj era- when the first train chugged from Mumbai to thane. The initial look of the restaurant seemed to be richly decorated, but a trifle dark. The seats are comfortable, and are at right place. The restaurant provides 126 covers for lunch and dinner for the guests.

TARGET MARKET 

The target market of Sahib Singh Sultan are: -



Well-off Families Corporate/business people HNI-High Network Individual Shoppers Residence from Gurgaon

   

POLITICAL

ECONOMICAL

•MCD License

• High Inflation Rate

•Registration of Sales Tax.

• High growth rate in GDP

•D.O.T License.

• Considerable appreciation of the foreign currency.

•Liquor License

PEST SOCIAL •Posh locality ,people have higher spending power •Major spenders are families •Young crowd generally comes to drink

TECHNOLOGICAL Power Saving Air Conditioners Plasma Screens Micros Aquaguard

STRENGHTS

WEAKNESS

1. LOCATIONAL ADVANTAGE

1. LESS AMOUNT SPENT ON ADVERTISEMENT.

2. AMBIENCE OF THE RESTAURANT.

2. STAFF TURNOVER RATIO HIGH.

3. UNIQUE THEME

3. UNFRIENDLY SERVICE

4. QUALITY AND QUANTITY

4. STAFF IS NOT ASSERTIVE IN TERMS OF GUEST’S NEEDS

OPPORTUNITIES

THREATS

1. UPCOMING COMMONWEALTH GAME

1. LACK OF DISTRIBUTION CHANNELS.

2. TECHNOLOGICAL ADVANCEMENTS

2. HIGH INFLATION RATE.

3. SERVED AT AFFORDABLE PRICES

3. TERRORISM ACTIVITIES.

COMPETETIVE POSITIONING High Price 1300

PUNJABI BY NATURE

1200 1100 1000

SAHIB SINGH SULTAN

900

Low Quality

70

80

90

100

110

60 10

20

30

40

50

800 700

High Quality PUNJABI GRILL

600 500 FOOD COURT 400

Low Price

MARKETING MIX       

PRODUCT PRICE PLACE PROMOTION PEOPLE PROCESS PHYSICAL EVIDENCE

CUSTOMER AUDIT TRAIL 

Positive  Quality for food and drink is good  Portion size of the food was perfect  The service was quick  Location is convenient enough to attract customers  Ambience ,theme and décor is Richly decorated



Negative  Employees lacked in communication skills  Staff were not attentive and unfriendly  Slow service while clearance

CONCLUSION 

Therefore to gain maximum market share the SAHIB SINGH SULTAN needs to improve service standards and service quality, as well as the certain recommended strategies as done above, such as promotional strategies, pricing strategies for weekdays promotions, implementing ‘HAPPY HOURS’ in order to attract new and potential customers and also to keep its stakeholders happy. The restaurant also needs to boost its brand image by proper advertising campaigns. The balance score card will help restaurant to measure its competitive and strategic positioning in the same market.