Launching of restaurant in

Dubai
Group Members:-
Muhammad Shahroze Ilyas
Adeel Asif
Mubeen Abdul Shakoor
Muhammad Fahad Khan
Syed Aoun Rizvi
 Contents
Company Name
Company history
Reasons Of launch of restaurant in Dubai
Market assessment
Porter diamond model
Industry Analysis
Greenfield Investment
HRM Policies
 Contents
Promotional Strategies
Future Plans
Advertisement
Company Name
 Introduction
Owner

Mohammad Naeem Butt

Owners Profile
Mohammad Naeem Butt is a Business Icon
He started selling pulao at cart at Gordon College Road
Rawalpindi in early 80s
He started planning to develop the Dining place which may
fulfil the increasing demand of the customers
 Introduction
History
Started restaurant in1988
Established 2nd branch in 2001
Established 3rd branch 24 march 2005
Established 4th branch 14th august 2005
 Nature Of Business
Savour Food is providing Pakistani as well as
fast food. The Pakistani food includes Pulao
kabab and Chicken roast while Ice cream and
other deserts is also sold at savour Foods branches.
 Mission Statement
To be leader in Quality food at most reasonable
prices and preferred choice of enthusiastic
manpower
 Launch of Restaurant in Dubai
After the successful business in Pakistan we have
decided to expand our business in foreign market for
the diversification of Business.
 Why we Choose Dubai
Islamic State
Staple food(Rice)
Tourist spot
Diversified Culture
Asian Community
 Market Assessment
Market assessment is a detailed and objective evaluation
of the potential of a new product, new business idea or new
investment.
Components of Market assessment :-

Basic needs and potential

Financial and economic condition
Political and legal forces
Competitive Environment
Sociocultural forces
Final selection
 Continued
Basic need and potential :-
Determining the basic need
potential of the MNEs goods and services in foreign
markets. Who might be interested in buying our goods?
 Financial and economic conditions :-
Screening conducted
to judge the financial feasibility of the new markets. It includes;
Inflation Rates
Interest Rates
Buying Habits Of Customers
Availability Of Credit
 Political and legal forces :-
Entry barriers in the form
of import restrictions or limits on local ownership of
business operations.
 Sociocultural forces :-
It is very important for the
savour food to judge the cultural values of dubai so that
they properly managed themselves according to their
culture.
 Competitive environment :-
Often MNE make a final
choice on the base of degree of competition after that
they try to prevail in the host country. So savour food
believes on the cost leadership. It may be give the
competitive edge in the market.
 Final selection :-
Usually during the final selection stage.
Restaurants official employers make a tour of that host
country to get the face to face information from the
residents of that country. As we know marketing
strategy revolved around the marketing 4 Ps.
 Porter Diamond Model
The diamond model of Michael porter for the competitive
advantage of nations offers a model that can help
understand the competitive position of a nation in Global
competition.

Traditionally, economic theory mentions the

following factor for competitive advantages for
regions or countries :-
 Land
Location
Natural resources
Labour
Local population size
Porter says that for sustained industrial growth
must have edge of these factors for better future
business growth.
 Explanation of determinants
Factors Conditions :-
Those conditions which has dubai
fulfill for the savour food, such as labour, capital , land
and entrepreneurship. As well as provide the
technological and natural resources.
Dubai has excess reserves of oil and gas
Mineral resources such as chrome , iron and uranium
 Demand conditions:-
Savour food has much demand in its
home country, and in dubai we know staple food is rice
so we can grab the competitive advantage in dubai.
 Related and supporting industry:-
Means that relevant
industry is there for pushing the restaurant industry
upward in business sector.
Example:- suppliers of chicken , crockery industry,
furniture companies.
 Firm strategy, Structure and rivalry:-
So we are
launching the savour food in Dubai, for this purpose we
need advanced strategies , organization structure. And
we need advanced rivalry strategies such as lower
prices and effective promotional activities.
Diagram
 Industry Analysis
Competitors:
Truck Adda
Student Biryani
Khan dhaba
Hotn Spicy
The biryani works
 Swot Analysis
Strengths
Delicious Products
Good quality food
Quick delivery of take away
Sufficient quantity
Weaknesses
Work load
Not enough advertisement
Little brand recognition
 Opportunities
Technological edge
Increasing demand for healthier food
Free home delivery

Threats
Saturated food market
Raising Raw food prices
May be our competitors start price war with us
 Greenfield investment
A form of foreign direct investment where a parent
company starts a new venture in a foreign country by
constructing new operational facilities from the
ground up. In addition to building new facilities, most
parent companies also create new long-term jobs in
the foreign country by hiring new employees.
This is opposite to a brown field investment
 Human resource Policies
Definition:-
The hiring of right person at right
place at right time

How we conducted the staffing procedure:-

we are in favour of hiring a trained staff because they
know how to manage the complex situations.
 Human resource Policies
Expatriate management :-
Savour food in the favour of
Expatriate management because they are well aware of
their home country business. And definitely these
employers managed all the things very wisely and
tactfully in dubai. Basic operations of savour food they
know very well.
 Selection criteria for expatriate managers :-
Cultural intelligence
Family situation
Flexibility and adaptability
Job knowledge and motivation
Relational skills
Extra cultural openness
 Other Positions in Staffing
Cooks :-
We will hire the home country cooks because they are
well trained of our products making process.

Delivery boys :-
They are from the host country Dubai because
they are well aware of the locations. And it will be time saving.
 Maintenance Staff :-
Staffing of this area would be from dubai because
they are more advanced in technology and they have expertise in
relevant field.

Labour :-
In this area we will hired the labour from Dubai because
there communication level is strong thats why they deal the
customers in great manner.
 4Ps of Marketing
There are four elements of business that we should keep in mind.
The following four Ps of marketing also called marketing mix.

PRODUCT

PRICE

PLACE

PROMOTION
 Product :-
The product is more than just the food and
drink. The product is everything that you are selling,
and in a restaurant that includes the menu items,
merchandise, service, atmosphere and the whole
experience of dining out.
 Price :-
The price refers to how much the product and
merchandise cost. Pricing is extremely important in
marketing because, along with quality of product, it
influences the perceived value of what you offer to
your customers.
 Place:-
Place refers to not only the location of your
restaurant, but to the characteristics
and demographics of the trading area and all of the
people and competition that exist inside of it.
 Promotion :-
The promotion includes all of the
marketing techniques you use to sell your product.
This can include coupons, specials, contests, public
relations, merchandising, advertising, personal selling
and word of mouth.
Service marketing, which is always an essential aspect
of food service.
 Future Plans
Initially we launch our Business in Dubai in future we
have a plan to expand our business in the other states
of United Arab Emirates (UAE) .