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Dinner is the Sky: Launch in Pakistan - Essay Example

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Dinner is the Sky: Launch in Pakistan

This report presents an opportunity to study the feasibility of launching this service in the growing market of Pakistan. Table of Contents 1Executive Summary 2 2Introduction 5 3Analysis/Justifications: 6 3.1Target Market and Market Segmentation: 6 3.2PESTLE Analysis: 6 3.2.1Political Analysis: 6 3.2.2Economic Analysis: 7 3.2.3Sociological Analysis and Consumer Behavior: 7 3.2.4Technological Analysis 8 3.2.5Contractual Obligations & Commitment 9 3.2.6Business Environmental Analysis: 9 3.3Channel Strategy: 10 3.4Communication Strategy: 10 3.5Human Resources and Administrative Support: 11 3.5.1Facilities & Offices 11 3.5.2Management & Organization 11 3.6Porter's Five Forces: 12 3.7Product Life-Cycle: 13 4Conclusion 13 5References 14 2 Introduction As quoted by Industry Reports 2009, about more than thousands of restaurants organized in a professional manner form the organized restaurant industry in Pakistan. These are spread throughout all major metropolitan cities of Pakistan, namely Karachi, Lahore, Islamabad, Faisalabad, Peshawar, Quetta etc. With Karachi, the business hub of the country, the city carries headquarters of many international businesses besides housing international brands of food chains, clothing, electronic items etc. The restaurant industry is categorized in eateries according to the type of cuisine which they offer. Weekends are the source of major chunk of the sales of all restaurants in Karachi (Industry Reports, 2009). For something like Dinner in the Sky, the market is virgin as no other offering exist in the market which has to give a unique blend of excitement, food and an experience and this would be an entirely distinctive feature for the market of Karachi. Dinner in the Sky being a UK based franchise, it will have to won some...
This study tells, as quoted by Industry Reports 2009, that more than thousands of restaurants organized in a professional manner form the organized restaurant industry in Pakistan. These are spread throughout all major metropolitan cities of Pakistan, namely Karachi, Lahore, Islamabad, Faisalabad, Peshawar, Quetta etc. With Karachi, the business hub of the country, the city carries headquarters of many international businesses besides housing international brands of food chains, clothing, electronic items etc. The restaurant industry is categorized in eateries according to the type of cuisine which they offer. Weekends are the source of major chunk of the sales of all restaurants in Karachi. For something like Dinner in the Sky, the market is virgin as no other offering exist in the market which has to give a unique blend of excitement, food and an experience and this would be an entirely distinctive feature for the market of Karachi. Dinner in the Sky being a UK based franchise, it will have to won some property directly or indirectly in order to be able to set up and start a business. Franchising system would be used as a strategy to enter the market. The franchisee in Pakistan would be the owner of the property as a corporate entity or as an individual under business interest according to International Law and Dinner in the Sky will operate through the latter representative. The target market of Dinner in the Sky would be people belonging to the Social Economic Class A+, A, B+ and B. ...Show more

Summary

This paper focuses entirely on how Dinner in the Sky enters the market of Pakistan and how it plans to survive and succeed in the market. The restaurant currently operates in about more than 15 countries. The franchise is primarily located in Guildford UK and has presence in various countries…
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