A FEASIBILITY REPORT ON AMUSEMENT PARK - Techshristi · amusement park industry. And the economic environment has a direct impact on the level of the income of an individual and this

A

FEASIBILITY REPORT

ON

AMUSEMENT PARK

THIRD YEAR M.B.A

2009-2010

K.S SCHOOL OF BUSINESS MANAGEMENT

GUJARAT UNIVERSITY

AHMEDABAD-380009

CERTIFICATE

This is to certify that members of group of Third year M.B.A. of

K.S School of Business Management and Research have

successfully completed their feasibility report on AMUSEMENT

PARK for the academic year 2009-2010 and have duly submitted

to the institute.

Date of submission Project Guide

(08 – 03 – 2010) (BINDYA SONI)

K.S School of Business Management

Gujarat University,

Ahmedabad -380009

ROLL NO. NAME

3003 JIGAR BHAVSAR

3015 SACHIN DARJI

3030 KRUPALI MANANI

3032 HARSHIL MEHTA

3033 KHUSHBU MEHTA

3034 KRISHNA MEHTA

3036 DHAVAL MESURANI

3055 RISHIT PATEL

3060 DHRUMI SHAH

3062 HELI SHAH

3101 RACHANA KHANDHAR

INDEX

SR. NO. PARTICULAR

1 ACKNOWLEDGEMENT

2 PREFACE

3 WHAT IS FEASIBILITY REPORT?

4 AMUSEMENT PARK

5 PEST ANALYSIS

6 LEGAL DOCUMENTS

7 PLANT LAYOUT

8 7 P'S OF SERVICES

9 HR FEASIBILITY

10 MARKETING FEASIBILITY

11 FINANCIAL FEASIBILITY

12 SWOT ANALYIS

13 CONCLUSION

14 BIBLIOGRAPHY

15 ANNEXURE

ACKNOWLEDGEMENT

This project has given us a tremendous opportunity to enhance

our knowledge and skills. So With the deep sense of gratitude,

our group expresses heartfelt regards to the director of K.S

School of Business Management, Dr. Sarla Achuthan, who gave us

a valuable opportunity towards practical training.

We are indebted to our project guide Mrs. Bindya Soni for

providing constant support and unceasing guidance throughout our

feasibility on AMUSEMENT PARK

We acknowledge the contribution of all our faculties and all those

who have directly or indirectly offered timely help and

encouraged us throughout our project.

Last but not the least all the people whom we surveyed and whom

we met for our report deserve our sincere thanks for their

cordial co-operation and for sparing their valuable time.

PREFACE

“Practical knowledge is like a candle that leads to the way

through the dark passages of ignorance”

This saying has played a vital role and has guided us throughout

the report. The purpose of preparing this report is to get an idea

about how an individual has to plan each and everything before

starting a new venture.

This practical training develops awareness in students about the

difficulties and challenges of business world.

“Knowledge is power and ideas that rule the world”

The preparation of this report is a part of practical studies in

MBA. In order to fulfil these objectives we have come up with

the team effort presenting an in depth feasibility report on

AMUSEMENT PARK this report had provided us with an

opportunity to get a glimpse of the working of AMUSEMENT

PARK.

We have put in our efforts and tried our level best to present

this report based on our research.

WHAT IS FEASIBILITY STUDY???

A feasibility study is a process designed to determine the

difficulty in carrying out a designated task. Generally, a

feasibility study precedes technical development and project

implementation. In other words, a feasibility study is an

evaluation or analysis of the potential impact of a proposed

project.

Five factors to be taken care off in feasibility report

Technology and system feasibility

Technological feasibility is carried out basically to determine

whether the company has the capability in terms of software,

hardware, personnel and expertise to handle the completion of

the project.

Economic feasibility

Economic analysis is the most frequently used method for

evaluating the effectiveness of a new system. More commonly

known as cost/benefit analysis, the procedure is to determine the

benefits and savings that are expected from a candidate system

and compare them with costs. If benefits outweigh costs, then

the decision is made to design and implement the system.

Legal feasibility

Determines whether the proposed system conflicts with legal

requirements e.g. data processing system must comply with the

local Data Protection Acts.

Operational feasibility

Is a measure of how well a proposed system solves the problem,

and takes advantages of the opportunities identifies during scope

definition and how it satisfies the requirements identified in the

requirements analysis phase of system requirement.

Market feasibility

Market feasibility study typically involves testing geographic

locations for developing any project, and developers often

conduct market studies to determine the best location within a

jurisdiction. It takes into account the importance of the business

in the selected area.

Resource feasibility

This involves questions such as how much time is available to build

the new system, when it can be built, type and amount of

resources required, dependencies, etc. Contingency and mitigation

plans also are stated here.

Cultural feasibility

In this stage, the project’s alternatives are evaluated for their

impact on the local and general culture. For example,

environmental factors need to be considered and these factors

are to be well known. Further an enterprise’s own culture can

clash with the results of the project.

AMUSEMENT PARK

Amusement park and theme park are terms for a collection of

rides and other entertainment attractions assembled for the

purpose of entertaining a large group of people. An amusement

park is more elaborate than a simple city park or playground,

usually providing attractions meant to cater to children,

teenagers, and adults.

Amusement parks evolved in Europe from fairs and pleasure

gardens which were created for people’s recreation. The oldest

amusement park of the world (opened 1583) is Bakken, at

Klampenborg, north of Copenhagen, Denmark.

Fairs and pleasure gardens

Periodic fairs, such as the Bartholomew Fair which began in

England in 1133, are a parent for the modern amusement park.

Beginning in the Elizabethan period the fair had evolved into a

center of amusement with entertainment, food, games, and

carnival-like freak-show attractions. The seasonal celebration was

a natural place for development of amusement attractions.

Amusement parks also grew out of the pleasure gardens that

became especially popular at the beginning of the Industrial

revolution as an area where one could escape from the grim urban

environment.

The "Golden Age" of amusement parks

During the Gilded Age, many Americans began working fewer

hours and had more disposable income. With new-found money and

time to spend on leisure activities, Americans sought new venues

for entertainment. Amusement parks, set up outside major cities

and in rural areas, emerged to meet this new economic

opportunity. These parks reflected the mechanization and

efficiency of industrialization while serving as source of fantasy

and escape from real life. By the early 1900s, hundreds of

amusement parks were operating in the United States and Canada

This era saw the development of the new innovations in roller

coasters that encouraged extreme drops and speeds to thrill the

riders. By the end of the First World War, people seemed to want

an even more exciting entertainment, a need met by the roller

coasters. Although the development of the automobile provided

people with more options for satisfying their entertainment

needs, the amusement parks after the war continued to be

successful, while urban amusement parks saw declining

attendance. The 1920s is more properly known as the “Golden

Age” of roller coasters, being the decade of frenetic building of

these rides.

Depression and post-World War II decline

The Great Depression of the 1930s and World War II during the

1940s saw the decline of the amusement park industry. War saw

the affluent urban population move to the suburbs, television

became a source of entertainment, and families went to

amusement parks less often.

By the 1950s, factors such as urban decay, crime, and even

desegregation in the ghettos led to changing patterns in how

people chose to spend their free time. Many of the older,

traditional amusement parks closed or burned to the ground.

Many would be taken out by the wrecking ball to make way for

suburban living and development. In 1964, Steeplechase Park,

once the king of all amusement parks, closed down for good. The

traditional amusement parks which survived, for example,

Kennywood, in West Mifflin, Pennsylvania, and Cedar Point, in

Sandusky, Ohio, did so in spite of the odds.

The modern amusement park

Modern amusement parks now run differently than those of years

past. Amusement parks are usually owned by a large corporate

conglomerate which allows capital investment unknown by the

traditional family-owned parks. Starting with Disneyland in the

1950s, the park experience became part of a larger package,

reflected in a television show, movies, lunch boxes, action figures

and finally park rides and costumed characters that make up the

"theme." These parks offer a world with no violence or social

problems. The thrills of the theme parks are often obscured from

the outside by high fences or barriers re-enforcing the feeling of

escape, they are kept clean and new thrill rides are frequently

added to keep people coming back. In addition to this experience,

the theme park is either based on a central theme or, divided into

several distinctly themed areas, lands or "spaces." Large resorts,

such as Walt Disney World in Florida (United States), actually

house several different theme parks within their confines.

PEST ANAPEST ANALYSISYSIS

Analysis of external environment in which the Amusement Park

operates. It includes the following factors.

Political EnvironmentPolitical Environment

General political atmosphere, particularly political stability is very

important for the successful operation of the business. It covers

those factors, which restrain or facilitate the business through

the government action. It may include political atmosphere,

political parties, government administration, political stability etc.

Amusement park will be influenced by the political changes. A

change in the administration at the centre may also lead to a

change in the tax rates, which may harshly affect the net

revenue earned by the amusement park. Along with this rules and

regulation regarding the licensing policy may also affect the

working of the amusement park. It may hinder the growth and

development or the expansion of the amusement park.

Economic EnvironmentEconomic Environment

Economic environment plays an important role in the amusement

park industry. Since it is the disposable income of the individual

which turns into the income of the amusement park the income

level of the individual is the most important factor for the

amusement park industry. And the economic environment has a

direct impact on the level of the income of an individual and this

will have an indirect impact on the working of the amusement

park.

Social EnvironmentSocial Environment

Main motive of any amusement park is to entertain the public so

the social environment is the most important for any amusement

park. It include demographic and culture aspects of the external

macro environment.

We have also taken in to consideration factors like population

growth, age distribution, and change in trend.

Technological EnvironmentTechnological Environment

One of the most important aspects of shaping people’s lives is

technology. The business, which moves with latest technology, can

excel their growth. Every new technology is a force for ‘creative

destruction’. More over the innovating process always leads to an

increase in the investment. Technological inventions are

introduced for higher productivity, lower cost and more revenues.

Technology refers to sum total of the knowledge providing ways

to do things. Organization must give constant consideration to the

manner in which innovation may affect their product and internal

operating efficiency and generate more revenue in the end.

Like Disney world introduces new rides and event every

year for the purpose of attracting more and more people.

But here in Gujarat what happens is people are not ready

to spend high price on rides so what happens is the

amusement park owners are not willing to invest more in

technology and introduce new rides at regular interval.

REPORT AT GLANCE

NAME OF THE AMUSEMENT PARK: - EXCITE WORLD

ADDRESS: - Suramya Adobe,

Sanand-nal sarovar road,

Sanand.

Ahmedabad

CONSTITUTION: - Partnership Firm

SERVICE: - Entertainment

COST OF PROJECT: - Rs. 6,52,85,000

MEANS OF FINANCE Partners Capital

Borrowed Funds

LEGAL DOCUMENTSLegal document includes the following: -

1. Partnership deed

2. Sanction letter of loan

3. License

Application for License

No objection Certificate from: -

Engineers

Chief of fire department

Application for approval to the local Police Department

License

PARTNERSHIP DEED

Partnership is an association of 2 or more people who come together for achieving some common goals. A written document which binds them and gives them a legal enforcement right is called a partnership deed. Our partnership deed is as follows:

In all we are 6 partners. A partner may be admitted or may retire with the mutual consent of all other partners. Name and the address of all the partners are as follows:

1) Date:

“This deed of partnership executed on between 2.00 pm to 5.30 pm

2) Address:

1. KHUSHBU MEHTA

C/201 CHANDANBALA,

OPP. SUVIDHA SHOPPING CENTER,

PALDI, AHMEDABAD

2. HELI SHAH

6, SHITAL CHHAYA,

SUKETU SOC.,

NAVRANGPURA, AHMEDABAD

3. KRISHNA MEHTA

33- ARUNODAYPARK SOC.,

NAVRANPURA, AHMEDABAD

4. KRUPALI MANANI

31-SHIVSAGAR SOCIETY,

PART-2 OPP. AVANI PARK,

JIVRAJ PARK, AHMEDABAD

5. DHAVAL MESHURANI

17/A HIGHLAND PARK SOCIETY,

NEAR GULBAI TEKARA PASSPORT OFFICE,

NAVRANPURA, AHMEDABAD

6. SACHIN DARJI

111/1329-SHREE NAGAR APARTMENT,

SOLA ROAD,

NARANPURA, AHMEDABAD

7. HARSHIL MEHTA

C-42 MALHAR APARTMENT,

VASANA, AHMEDABAD

8. DHRUMI SHAH

F-6 ANURAG FLAT,

SHANTIVAN,

NARAYAN NAGAR ROAD,

PALADI, AHMEDABAD

9. RACHANA KHANDHAR

A/51 SKYLARK APARTMENT

OPP. BIMA NAGAR,

SATELLITE, AHMEDABAD

10. RISHIT PATEL

A-302, SUKIRTI ELEGANCE

NEAR. VRAJ VIHAR 2

OPP: - STAR BAZAAR

SATELLITE, AHMEDABAD

11. JIGAR BHAVSAR

72 TIRTHNAGAR SOC

PART-1

MEMNAGAR, AHMEDABAD

3) PREMBLE:

“If the deed is retrospective”

“Were as the aforesaid party have come together to carry on business of Amusement park, as from and the terms and conditions of the partnership as agreed to are hereby in writing.

a. Date of commencement

b. Business of partnership

The partnership will carry on the business of Amusement park and such other business or business as the parties may from time to time.

c. Name

The name of partnership firm shall be Excite Land and other name or names as the parties may from time to time.

d. Place of business

Place of business shall be at and such other name or name as the parties from time to time determine.

e. Duration

The partnership shall be a partnership a will.

f. Capital

The capital contribution by the parties shall be follows.

Nine partners of the firm bring amount equivalent to RS. 1662000 each and two partners bring the amount equivalent

to Rs. 1663500 and other contributions as the parties may from time to time determine.

g. Sharing of Profits and Losses:

All the partners of the firm will receive or bear the profits and losses of the firm for the full and final settlement of the claim in the profit of the firm and such ratio of contribution as the partners may time to time determines. Current ratio is equal between all the partners.

ASSUMPTIONS

• We share profit and loss in the same proportion.

• 6% interest on capital is allowed p.a.

• Interest on loan is provided for at 11%

• For any other matter on which our deed is silent the rules of Partnership Act, 1932 shall apply.

308, 3rd Floor, The Grand Mall, Opp: - SBI Zonal Office, S.M.Road, Ambawadi,

Ahmedabad 380015. Ph. No. (079) 30076571 / 74

TO,

FUN VALLEY,

SURAMYA ADOBE,

SANAND-NAL SAROVAR ROAD,

SANAND -382110

Dear Sir,

Sub: Sanction letter for loan of application for Rs. 4, 70, 00000

We hereby give you the provisional sanction for loan application for 47000000 under terms and condition mention below.

• Rate of interest will be charged at 11%• Any charge in the rate of interest will be binding to you.• Repayment period will be for 120 months. The first month will start from

april,2010• All the borrowers will be personally liable for borrowing amount• Work place will be mortgage fully in favour of bank• All the documents as per bank rules will be submitted before the

disbursement of loan

We confirm the above terms and condition and accept the loan approval.

(Mr. Pankaj Doshi)

Branch manager

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SANAND NAGAR PALIKA

SOUTH ZONE,

SANAND

Date : 10-1-2010

NO OBJECTION CERTIFICATE

This is to certify that the booking premises of Excite Land, Amusement Park has been checked and found ok. The booking office buildings are in good condition.

(Civil License) Engineer

Additional City

(South Zone)

SANAND NAGAR PALIKA

FIRE AND EMERGENCY SERVICE

SANAND FIRE STATION

SANAND – 382110.

PH: 2213587/88/89.

Date :

NO OBJECTION CERTIFICATE

This is to certify that we have checked the Excite Land Booking Premises and found it good in condition, Department has found good in condition, Department has also good care for fire safety aspect.

Chief Fire Officer

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STEPS OF FEASIBILITY REPORT

As a part of our feasibility study we conducted the following steps: -

We visited various amusement parks and water parks: -

• Kankariya

• Chiti bang, law garden

• Shankoos water park, mehsana

We did a market survey of 600 people

We have contacted various manufacturers and suppliers of the amusement park equipments

• A.K enterprise

• Arihant enterprise

• Top land

PLANT LAYOUT

MEASUREMENTS

Parking – 582.2 x 121.4 (in meter)

Ticket window – 5.33 x 2.38 (in meter)

Office –5.45 x 9.9 (in meter)

Fountain – 5 x 29.31 (in meter)

Restaurant – 95 x 15 (in meter)

Play port – 525.1316

Ticket window(for rides) – 6.87 x 10 (in meter)

Adult rides – 31.76 x 68.76 (in meter)

Children ride – 15.47 x 21.5 (in meter)

Lotus pond – 19.1 x 36.14 (in meter)

Sitting (only slab) – 28.59 x 29.6 (in meter)

Sitting without shadow – 24.7 diameters

Sitting with shadow – 33.69 diameters

Train track - 6623.5544 diameters

RIDES IN AMUSEMENT PARK INDUSTRY

RIDES

Kiddie’s rides

BIKE HORSE

SPECIFICATION

SIZE: - 4 X 2 FEET

CAPACITY: - 1 PERSONS

PRICE: - Rs. 60,000 PER PIECE

GLOBE MERRY GO ROUND

SPECIFICATION

SIZE: - Dia 6 Ft. Ht. 8 Ft.

CAPACITY: - 4 PERSONS

PRICE: - Rs.75, 000

VIDEO GAMES

Video race Bike Speed champ car

Monaco GP video car

SPECIFICATION

SIZE: - 5 X 3 FEET

CAPACITY: - 1 PERSON

PRICE: - Rs. 1 LAKH PER PIECE

SKILL GAMES

Air Hockey

SPECIFICATION

SIZE: - 102”X60”X72”H



BASKET BALL

SPECIFICATION

SIZE: - 84”X42”X84”H

CAPACITY: - 2 PLAYERS

PRICE: - Rs.75, 000 PER PIECE

GIFT GAMES

BOXING

SPECIFICATION

SIZE: - 5 X 5


PRICE: - Rs. 75, 000

FAMILY RIDES

GREAT WESTERN EXPRESS

SPECIFICATION

SIZE: - 500 FT TRACK

CAPACITY: - 20 ADULTS

PRICE: - Rs. 8, 00,000

CONTAINS: - 4 BOGGIES + 1 ENGINE

BOUNCIES

MULTIPLE ACTIVITIES BOUNCY

SPECIFICATION

SIZE: - 12 X 15

CAPACITY: - 15 CHILDREN

PRICE: - Rs. 75, OOO

FAMILY THRILL RIDES

FLUME COASTER

SPECIFICATION

SIZE: - 30 X 80

CAPACITY: - 6 PERSON AT A TIME

PRICE: - Rs. 35, OO, OOO

TORA TORA

SPECIFICATION

SIZE: - 30 Ft. Dia

CAPACITY: - 36 PERSONS AT A TIME

PRICE: - Rs. 20, OO, OOO

STRIKING CAR

SPECIFICATION

SIZE: - 2, 000 SQ. FT

CAPACITY: - 1 PERSON IN 1 CAR

PRICE: - Rs. 25 LAKH FOR 5 CARS AND Rs. 1.5 LAKH FOR EACH ADDITIONAL CAR.

WALKING ANIMALS AND CARS

SPECIFICATION

CAPACITY: - 1 CHILD

PRICE: - Rs. 50, 000 PER PIECE

PLAY PORT

SPECIFICATION


INSTALLATION COST: - Rs. 50, 000

7 P’s of service

SERVICE PRODUCT

Core Benefit:-

The most fundamental level is the core benefit. It is the

fundamental service or benefit that the customer is really buying.

The Core Benefit of amusement park is to entertain the visitors

in their leisure time.

Basic Product:-

In this level the marketer has to convert the Core Benefit into

Basic or Generic Product. Here the marketer has to put emphasis

on satisfying the basic need of the customer.

The Basic Product constitutes the amusement park.

Expected Product:-

At the third level, the marketer introduces an

Expected Product, a set of attributes and conditions buyers

normally expect when they purchase the product. It is their

minimum expectation.

The visitors of the amusement park normally expects a

safe and healthy environment which will help them to entertain

them self during their leisure time

Augmented Product:-

At the fourth level, the marketer prepares an Augmented Product

that exceeds customer’s expectation. The Augmented Product is

built up in order to make it competitive and attractive. It offers

the additional benefit.

The Augmented Product of amusement park is to have thrilling

rides with hygiene food court

Potential Product:-

At the fifth level stands the Potential Product, which

encompasses all the possible Augmentation and transformation

the Product or offering might undergo in the future. Here is

where companies search for new ways to satisfy customers and

distinguish their offers. Here the innovations play a very

important role.

The Potential Product for amusement park is to have fully wi-fi

zone and theme based parks.

PRICE

Price constitutes one of the most important ingredients of the

marketing mix. Any decision made by the management under any

other mix of marketing affects the decision of the price of the

product and in turns affects the decision of any other mix. Price

is the only mix in the marketing mix, which generates revenue for

the firm.

Amusement parks collect much of their revenue from admission

fees paid by guests attending the park. Other revenue sources

include parking fees, food and beverage sales and souvenirs.

Practically all amusement parks operate using one of two pricing

policies:

Pay-as-you-go

In this format, a guest enters the park at little or no charge. The

guest must then purchase rides individually, either at the

attraction's entrance or by purchasing ride tickets (or a similar

exchange method, like a token). The cost of the attraction is

often based on its complexity or popularity. For example, a guest

might pay one ticket to ride a carousel, but would pay four tickets

to ride a roller coaster. The park may allow guests to purchase

unlimited admissions to all attractions within the park.

The advantages of pay-as-you-go include:

• guests pay for only what they choose to experience

• attraction costs can be changed easily to encourage use or

capitalize on popularity

The disadvantages of pay-as-you-go include:

• guests may get tired of spending money almost continuously

• guests may not spend as much on food or souvenirs

Pay-one-price

An amusement park using the pay-one-price format will charge

guests a single, large admission fee. The guest is then entitled to

use almost all of the attractions in the park as often as they wish

during their visit. The park might have some attractions that are

not included in the admission charge; these are called "up-charge

attractions" and can include bungee jumping or go-kart tracks or

games of skill. However, the majority of the park's attractions

are included in the admission cost.

The advantages of pay-one-price include:

• guests can more easily budget their visit

• guests may be more likely to experience an attraction

they've already paid for

• lower costs for the park operators, since ticket-takers are

not needed at each attractions

The disadvantages of pay-one-price include:

• guests will often be paying for attractions that they do not

ride or visit

• guests who are simply coming just to be with their families

will have to pay anyway

In our report we have adopted the pay-as-you-go pricing policy

where we charge very little admission fees and then offer the

visitor to purchase the ride individually.

Charges of various products offered by us:

Parking fee Charges

Two wheeler 10/-

Four wheeler 20/-

Entry fee

Children

( below 10

yrs)

AdultsSenior

citizen/disabled

Charges 40/- 60 20

Rides Charges

Bike 10/-

Walking animal (COMPLEMENTARY)

Globe merry go round 20/-

Great western express ( mini

train)

25/-

Joker jumping (COMPLEMENTARY)

Striking car 25/-

Flume coaster(water ride) 30/-

Tora tora 20/-

Cup and Saucer 20/-

Dragon missile 20/-

Basket ball(2 players) 30/-

Air hockey(2 players) 30/-

Rock climbing (COMPLEMENTARY)

Video games 20/-

PLACE

The location is very important aspect in economic analysis of any

project as it plays a vital role in continuing life of the business as

in future. The firm has to leverage the advertisement while

operating with location of plant as the biggest constraint.

For our amusement park we have selected SANAND

Address of the following is as under

Place: Sanand

Address: Suramya Adobe,

Sanand-nal sarovar road,

Sanand.

Ahmedabad

Location preference:

Why we have chosen SANAND?

We have chosen Firstly because it is near to Ahmedabad.

Secondly, Sanand is currently one of the highly developing areas.

Thirdly, availability of the suitable market. Fourthly, cheap

availability of all the services required for the smooth working

for the amusement park.

Area: 304920 sq. feet.

PROMOTION

Promotion means which marketers talk to existing customers

and potential buyers. Simple but," promotion is the marketing

communication”.

To promote any product or any service, it is essential to

decide some of the objectives. The basic objectives of the

promotion mix for service may fall under one of the following.

Develop personal relations with clients

Making a strong impression of competency, honesty and

sincerity.

Manage to maintain a positive image by word of mouth.

Based on above detailed objectives for the promotion of our

Amusement Park we have decided several criteria to implement

above objectives.

Consumer Promotion

Discount

We offer discount to

o School picnic

o Parties (banquet hall)

• Tie-up with tours & Travel Companies

Advertising

“Advertisement is non-personal form of communication

intended to inform and persuade the target market by an

identified sponsors.”

We do advertising for promotion of our service. this is

described in more details in 5 M’s of marketing.

5 M’s of advertising

1. Mission

It is all about setting advertisement goal in the initial stage.

Initially we preferred informative advertisement in order to

inform the existence of new amusement park near to them and

to ensure them safe journey in our rides

And when we become well set in our business and gain the

popularity among the visitor we will switch over to persuasive

advertising to create liking, preference and conviction.

2. Money

Factors affecting advertising budget

a) Stage in product life cycle:

In the initial stage, our advertising budget is high because we

are new in the field of amusement park. Afterwards, it will be

low compare to first year

.

b) Market share and Consumer base:

As we are new in the field of amusement park we have less

market share so our advertising budget is high. Gradually, we

will have a set of loyal visitors so our budget will decrease in

future.

c) Competition:

no doubt there is less competition in Sanand in the field of

amusement park but still as our amusement park is new and

very less people are aware about the amusement park it is very

important for us to make them aware and for that we have set

a high advertising budget for now which will decrease in future.

d) Advertising Frequency:

In the first year our advertising frequency will be high

therefore advertising budget will be high. Later on it will

decrease.

3. Message:

Efficiency of message depends upon not only on what is said

but also often more important how it is said. Hence, the

message plays an important role in organization’s image.

Our amusement park’s message is “YOUR FASCINATING

JOURNEY BEGINS FROM HERE .........”

4. Media:

Media selection is finding the most cost-effective media to

deliver the desired number and type of exposures to target

audience. The effect of exposures depends on reach,

frequency and impact.

Following are the media vehicles that we have selected for our

advertisement.

Print ads:

It includes advertisement in The Times of India, Divya

Bhaskar etc. costing Rs. 125000 per ad.

• Hoardings:

It includes hoarding on highways costing Rs. 200000 per

month.

PROCESS

The importance of process management is that it assures service

availability and consistent quality.

In our amusement park we have designed a specific process which

every visitor is expected to follow. It includes following: -

1. An admission fee per person is to be paid at the counter and

stamps are to be collected.

2. After collecting the stamps all the personal belongings are

to be deposited at the counter and token is to be collected

which is to be retained by the visitor till the time they come to

the exit point.

3. Once the visitor enters the amusement park in order to

enjoy the ride they have to collect the ticket from the

respective ticket counter by paying the specific amount per

person per ride.

This is the formally set process which is expected to be

followed by the visitors.

PEOPLE

A well trained and experienced work force is been employed in

our amusement park which includes a total of 52 employees

including superintendent, ride operators, accountants, ticket

collectors etc.

PHYSICAL

EVIDENCE

A physical object is self defining; a service is not and therefore

the marketing task in service industries is defining for the

service what the service cannot define for itself.

Three factors are to be taken care off

• Ambient factor

• Design factor

• Social factor

In our amusement park we have completely taken care of

ambience factor i.e. cleanliness etc. by proper dumping of the

garbage. Along with this design factor is also been fairly taken

care of a well designed furniture and infrastructure is been set

up in the entire park and all these things are done keeping in mind

the social factor where nothing is against any social class.

HR FEASIBILITY

ORANISATION CHARTORANISATION CHART

JOB ANALYSIS

JOB DESCRIPTION

Job description is an organized, factual statement of duties and responsibilities of a specific job. In brief, it should tell what is to be done, how it is going to be done. It is a standard of

function, in that; it defines the appropriate and authorized content of a job.

JOB SPECIFICATION

Job specification is a statement of the minimum acceptable human qualities necessary to perform a job properly. It is standard of personal and designates the qualities required for acceptable performance.

The details of the job description and job specification for the administrative persons are given below.

SuperintendentSuperintendent

Job Description:Job Description:

Job Title: Superintendent

Reports to: working partner

Duties and responsibilities: To see the functioning of rides and supervise ride operators. To supervise day to day activity of park

Job Specification:Job Specification:

Job Title: Superintendent

Education: Graduate in any field

Experience: 1 to 2 years

Mental Ability: Good leader and motivator, supportive for workers. Handle subordinates problems effectively.

Accountant Accountant


Job Title: Accountant

Reports to: working partner

Duties and responsibilities: Maintain books of accounts, clear legal formalities of Taxation responsible for all accounting work.

Job SpecificationJob Specification

Job Title: Accountant

Education: Graduate in commerce

Experience: 1 year minimum

Mental Ability: Handle financial data efficiently

Ticket clerkTicket clerk


Job Title: Ticket clerk

Reports to: Accountant

Duties and responsibilities: To keep the records.


Job Title: Ticket clerk

Education: Graduate in commerce

Experience: 6 to 12 months

Mental Ability: Good speed on computer.

Ride operatorRide operator


Job Title: Ride operator

Reports to: Superintendent

Duties and responsibilities: To operate various types of outdoor rides and operate indoor games


Job Title: Ride operator

Education: Any qualification

Experience Not required

Mental Ability: Ability to understand games rules and provides assistance to players.

Salary chart

NO. OF

PERSONS

SALARY PER

MONTH PER

EMPLOYEE

SALARY PER MONT

H

SALARY PER YEAR

DESIGNATION

SUPERINTENDENT

3 5000 15000 180000

RIDE OPERATOR

20 3500 70000 840000

TICKET CLERK 3 3500 10500 126000

SWEEPER 5 2500 12500 150000

SECURITY 15 3000 45000 540000

ACCOUNTANT 3 6000 18000 216000

GARDENER 5 3000 15000 180000

TOTAL 52 2500018600

022320

00

MMARKETING FEASIBILITY

MarketingMarketing

One of the shortest and sweetest definitions of the marketing is

need “profitability”

How is it possible to make aware the people about our service?

The simplest way of making aware to people about the service is

marketing. In this competitive world, marketing is really

important for any company or firm to provide their service in the

market. Today there are different media vehicle is available to

make mark on the consumer mind about the service.

Now, it is believed that “the best way to get & keep customers is

to constantly figure out how to give them the best for less.”

In this far reaching equally competitive era of modernization,

each and every field requires strong and good marketing skills.

The motive of marketing is to meet and satisfy target consumers

name and provide services to them well.

Marketing is:

M- Money must be secondary.

A- All the customer should be satisfied.

R- Reasonable rate for providing service.

K- Keep eyes on the competitor.

E- Easy availability of service.

T- Thoughtfully advertise service.

I – Importance of quality

N- Need of tremendous changes all the time.

G- Generation of new idea.

MARKETING OBJECTIVESMARKETING OBJECTIVESThe main objectives are in the following.

(1) Profit maximization.

(2) Increase market share.

(3) Create brand awareness

(4) To capture the market

(5) Goodwill

(6) To satisfy customers

Market research is the systematic design, collection analysis and

reporting of data and findings relevant to a specific market

situation facing the company.

Effective marketing research system involves the 5 steps

shown in following figure:

(A)(A) Define the problem and research objectivesDefine the problem and research objectives

Our main objective in our research is “finding the scope and

feasibility of AMUSEMENT PARK”.

(B)(B) Develop the research plan:Develop the research plan:

The next step of a marketing research is to develop a step-by-

step plan regarding decision factors like sources of data, data

collection method and contact methods.

Sources of DataSources of Data

The data sources can be primary or secondary, we have used

both.

(1) Primary Data

Primary data are the raw data and structure of variables

that have been specifically collected four assembled for a

correct information research problem. Our research for

primary source consists of:

Consumers

Household: we have surveyed 600 people.

(2) Secondary Data

The information i.e. collected from news papers, magazine,

reports and internet is known as secondary data.

Data Collection MethodData Collection Method

Research Approaches

a) Observational research

b) Focus groups research

c) Survey research

d) Behavioural data

e) Experimental research

We used the “Survey Approach” through questionnaire.

Research Instrument

a) Questionnaire

b) Psychological Tools

c) Mechanical Devices

d) Quantitative Measures

The major research instrument that we use is “questionnaire” of

Household and Industries.

Sampling Plan

The marketing researcher must designed sampling plan

which consist of three components such as:

1) Sample unit: People of Ahmedabad City.

2) Sample size: 600 people

3) Sampling Procedure: Random sampling (Zone-wise

Division, North – East – West – South)

Contact Method

There are various way to contact the people: mail,

telephone, personal approach. There were direct

(personal) contacts with the people for filling

questionnaire.

(c) Collect the Information(c) Collect the Information

The data collection phase of marketing research is generally the

most expensive and the most prone to error, in case of Survey,

we have faced some problems such as:

1). While collecting the information, we had some

difficulties in extracting information from some people

2). The response of some people was biased and unreliable.

Though collecting the information is mostly prone to error, we

have tried our best to cover all possible aspects so that our

research will be able to give us correct idea of current scenario.

(C)(C) Analysis of the informationAnalysis of the information

The data collected in the previous stages have to be arranged

properly and orderly. They have to be carefully processed and

edited so as to make a comparative study.

For analysis we have distributed the various questions in

tabulated form and we have presented it in different charts.

How do you spend your leisure time?

OccupationWatching Movies Freaking Out

Visiting Amusement

ParkAny Other Activities

student 264 147 101 51personal business 29 13 15 17

service 27 25 71 20house wife 13 17 16 29

govt officers 11 31 39 7

TOTAL 344 233 242 124

With the help of given chart we can interpret that in case of

students, they spend most of their leisure time watching movies or

with outing. From data we can decide that majority of students

should be targeted to increase their interest in visiting amusement

park.

Service people and govt. Officials choose amusement park compared

to other occupational and efforts should be made to maintain their

interest.

Business personal are less likely to spend their time in amusement

parks.

Over all study of chart suggest that according to occupational data

there is very good scope for amusement park as 25 percent of

people spend their time in amusement park.

The frequency of visiting amusement park according to its location

LOCATION

FREQUENCY LOCALOUT OF

STATIONDAILY 0 0WEEKLY 0 0FORTNIGHTLY 24 0MONTHLY 118 63NOT FREQUENTLY 237 104

0

50

100

150

200

250

1 2 3 4

NUMBER OF PEOPLE

LOCATION

FREQUENCY OF VISITING AMUSEMENT PARK

DAILY

WEEKLY

FORTNIGHTLY

MONTHLY

NOT FREQUENTLY

With the help of given chart we can see that there is high number of

locals visiting amusement park than people from out of station,

people mostly visit amusement park on monthly basis or not much

frequently. Efforts can be made to convert non-frequent visitors in

to frequent visitors.

Over all scenario is favourable to amusement park business because

of high local visitors and also monthly visitors are in good numbers

from both locations.

The Occupation Of The Visitors And Their Frequency Of Visiting Amusement Park.

OCCUPATION FREQUENCY

DAILY WEEKLY FORTNIGHTLY MONTHLYNOT FREQUENTLY

STUDENT 0 30 44 94 160PERSONAL BUSINESS 0 0 0 23 24SERVICE 0 0 11 61 34HOUSE WIFE 0 0 9 13 21GOVT. OFFICERS 0 0 0 15 7

TOTAL 0 30 64 206 246

From given chart we can see that the students are frequent visitors and other occupational are also likely to visit amusement park frequently and this fact gives a strong support to amusement park project. We can see that there will be regular visitors to amusement park.

The Services Preferred By Different Age-Group People In An Amusement Park.

SERVICES AGE GROUP BELOW 20 20-25 25-35 35-50 ABOVE 50

RIDES 108 127 101 41 0

HEALTH FACILITY 0 12 7 41 29DANCE FLOOR 31 67 28 24 0

RESTAURANT 68 59 77 43 17HORSE RIDING 25 28 17 9 0

TOTAL 232 293 230 158 46

From the above graph we can conclude that most of the people in an

amusement park prefer rides and restaurent.

People from Age group between 20-35 years are visiting amusement

park in a high number.

Our amusement park provides both rides and restaurent facilities,

so there is a good chance of making profit in future.

Level of satisfaction

The Level Of Satisfaction By Visiting Amusement Park.

HIGHLY SATISFIED 42

SATISFIED 331

NEUTRAL 136

LOW SATISFACTION 30

DISSATISFACTION 7

The given chart shows that majority of visitors are satisfied with

amesement park which sugest that it is profitable to open new

amusement park.

COST OF THE PROJECT

REASON FOR NOT VISITING

LACK OF TIME 23

FAR AWAY DISTANCE 18

NOT AWARE OF 0

SEEMS TO BE BORING 13

0

5

10

15

20

25

LACK OF TIME

FAR AWAYDISTANCE

NOT AWAREOF

SEEMS TO BEBORING

We conclude from the above chart that all

people are aware of amusement park but they

are not visiting due to the lack of time.

MEANS OF FINANCE

PARTICULARS AMOUNT (RS.)OWNERS FUND

PARTNERS CAPITAL 18285000

BORROWED FUND TERM LOAN 47000000

TOTAL 65285000

SCHEDULES

SR NO. PARTICULARSSCHEDUL

EAMOUNT

(RS.)

1 LAND 1 45000000

2 OTHER EQUIPMENTS 2 127900

3 FURNITURE 3 617100

4 BUILDING & CONSTRUCTION 4 4078000

5 COMPUTER 5 133000

6 RIDES 6 10180000

7 GENERATOR - 900000

8 PRELIMINARY EXPENSES 7 3609545

9 CONTINGENCY 8 639455

TOTAL COST OF THE PROJECT 65285000

SCHEDULE 1: - LAND

PARTICULARS AMOUNT

BASIC COST 42230000

STAMP DUTY 6.5% 2745000

TRANSFER FEE 25000

TOTAL 45000000

SCHEDULE 2: - OTHER EQUIPMENTS

PARTICULARS UNITS PRICE AMT

SPLIT A/C 4 17000 68000

FANS 3 1150 3450

WATER COOLER 3 18000 54000

TELEPHONE 3 817 2450

TOTAL 127900SCHEDULE 3: - FURNITURE

SCHEDULE 4: - CONSTRUCTION COST

COST OF FURNITURE UNIT PRICE AMTTABLE 4 750 3000

REVOLVING CHAIR 5 2000 10000VISITOR CHAIR 10 200 2000

BANQUET HALL(CHAIR) 200 250 50000SOFA SET 2 10000 20000BENCHES 6 350 2100

FILING CABINET 2 15000 30000FIXTURES 500000

TOTAL 617100

PARTICULARSSQUARE

FEETRATE PER SQ.FEET COST

TICKET WINDOW 136 745 101000

OFFICE 590 745 439835SANITATION

FACILITY 21 745 15645TICKET

WINDOW(RIDES) 730 745 543850

GAZIBO 372 745 277140

BANQUET 2422 1115 2700530

TOTAL407800

0

SCHEDULE 5: - COMPUTER

PARTICULARS UNITS PRICE AMT

COMPUTER 4 25000 100000

LAPTOP 1 33000 33000

TOTAL 133000

SCHEDULE 6: - RIDES

RIDES AMOUNTROCK N ROLL 300000

DRAGON TRAIN 200000BIKE 60000

GLOBE MERRY GO ROUND 75000SPEED CHAM CAR 200000

AIR HOCKEY 70000BASKET BALL 75000

WESTERN EXPRESS TRAIN 800000JOCKER JUMPING (BOUNCIE) 75000

STRIKING CARS 2500000FLUME COASTER 3500000

TORA TORA 2000000ROCK CLIMBING 125000

WALKING ANIMAL 50000PLAY PORT 100000

INSTALLATION COST 50000TOTAL 10180000

SCHEDULE 7: - PRELIMINARY EXPENSES

PARTICULARS SCHEDULE AMOUNTLICENCE FEE 31545

UTILITY DEPOSIT 7.1 48000ADVERTISEMENT 7.2 2820000

SURVEY EXPENSES 5000LOAN CHARGES 705000

TOTAL 3609545

SCHEDULE 7.1: - UTILITY DEPOSIT

PARTICULARS AMOUNTMETER DEPOSIT 25000

TELEPHONE DEPOSIT 5000WATER CONNECTION 18000

TOTAL 48000

SCHEDULE 7.2: - ADVERTISEMENT

PARTICULARS PER AD.FREQUENC

Y AMOUNTADV. IN DIVYA BHASKAR 200000 4 800000ADV. IN TIMES OF INDIA 250000 4 1000000

ADV ON RADIO

PER SEC RS. 100 2000 90 180000OUR AD 20 SECS

BROUCHURE 8 5000 40000

HOARDINGS 200000 4 800000

TOTAL 2820000

SCHEDULE 8: - CONTINGENCY

PARTICULARS AMOUNT

CONTINGENCY

0.99% OF TOTAL COST 639455

TOTAL 639455

PROFIT AND LOSS ACCOUNT

PARTICULARSSCHED

ULE2010-11 2011-12 2012-13 2013-14 2014-15

TOTAL INCOME

RIDES 1 35,12,249 37,93,112 41,76,498 45,77,966 49,91,844

ENTRY FEES 2 45,98,000 47,55,426 49,65,227 51,88,206 54,19,056

PARKING INCOME 3 5,22,000 5,55,930 5,92,065 6,36,470 6,84,206

RESTAURENT INCOME 4 9,60,000 9,60,000 9,60,000 9,60,000 9,60,000

ADVERTISEMENT INCOME 5 42,00,000 42,00,000 42,00,000 42,00,000 42,00,000

TOTAL INCOME 1,37,92,249 1,42,64,468 1,48,93,790 1,55,62,643 1,62,55,106

COST (EXPENSES) :

ELECTRICITY 6 16,12,800 17,49,888 18,98,628 20,60,012 22,35,113

WAGES AND SALARIES 7 22,32,000 23,99,400 25,79,355 27,72,807 29,80,767

CONSUMABLE STORE & SPARES

50,000 52,500 55,000 57,500 60,000

REPAIRS & MAINTANENCE 8 1,00,000 1,05,000 1,10,250 1,15,763 1,21,551

DEPRECIATION ON ASSESTS

9 22,21,450 19,02,637 16,31,403 14,00,276 12,03,046

RENT , RATE , TAXES & INSURANCE

10 1,75,000 1,78,500 1,82,070 1,85,711 1,89,426

ADVERTISEMENT 11 3,29,000 3,29,000 3,29,000 3,29,000 3,29,000

AUDIT FEES 16,000 16,000 16,000 16,000 16,000

UTILITY CHARGES 12 1,20,000 1,26,600 1,33,860 1,41,846 1,50,630

PRELIMINARY EXP 7,21,909 7,21,909 7,21,909 7,21,909 7,21,909

TOTAL COST (EXPENSES) 75,78,159 75,81,434 76,57,475 78,00,823 80,07,441

PROFIT BEFORE INTEREST AND TAX 62,14,090 66,83,034 72,36,314 77,61,819 82,47,665

INTEREST. 51,70,000 48,60,827 45,17,644 41,36,712 37,13,877

INTEREST PARTNERS' CAPITAL 10,97,100 10,97,100 10,97,100 10,97,100 10,97,100

TOTAL INTEREST 62,67,100 59,57,927 56,14,744 52,33,812 48,10,977

PROFIT BEFORE TAX (53,010) 7,25,107 16,21,570 25,28,007 34,36,688

TAX - 2,07,678 5,01,065 7,81,154 10,61,936

PROFIT AFTER TAX (53,010) 5,17,429 11,20,505 17,46,853 23,74,751

SCHEDULE 1: - RIDES

YEAR 2010-11 2011-12 2012-13 2013-14 2014-15

PARTICULARS

PRICE

NO. OF

USERS

AMOUNT

NO. OF

USERS AMT

NO. OF USERS AMT

NO. OF

USERS AMT

NO. OF

USERS AMT

PER RIDE

MOST PREFERED

TRAIN 252360

2 5900582846

471158

82572

7 6431812973

8 7434623522

2 880561

STRIKING CAR 25

10115 252882

12199

304966

11026 275649

12745 318627

15095 377383

FLUME COASTER(WA

TER RIDE) 301404

9 4214701694

350827

71531

4 4594151770

1 5310452096

6 628972

TORA TORA 201685

9 3371762033

140662

21837

7 3675322124

2 4248362515

9 503178

DRAGON MISSILE 20

25288 505764

30497

609932

27565 551298

31863 637254

37738 754766

210735

0 25413

85 22970

74 26552

23 31448

60MODERATEL

Y PREFERED

ROCK N ROLL 201756

1 3512251744

834896

61921

2 3842382014

3 4028612595

8 519151GLOBE

MERRY GO ROUND 20

10244 204881

10178

203564

11207 224139

11750 235002

15142 302838

AIR HOCKEY(2 PLAYERS) 30

10732 321956

10663

319886

11741 352218

12310 369289

15863 475889

878062 87241

6 96059

5 10071

53 12978

78

LESS PREFERED

BIKE 103161

0 3161022275

922758

75513

0 5512985493

6 5493563294

6 329461BASKET BALL(2

PLAYERS) 30 7024 210735 505715172

41225

1 3675321220

8 366238 7321 219641

526837 37931

1 91883

0 91559

4 54910

2

TOTAL351224

9 37931

12 41764

99 45779

70 49918

40

SCHEDULE 2: - ENTRY FEES

PARTICULARS 2010-11 2011-12 2012-13 2013-14 2014-15

CHILDREN167200

0

17,29,200 1805440 1886720 1970640

ADULTS250800

0

25,93,800 2708160 2830080 2955960SENIOR CITIZEN/

PHYSICAL HANDICAP 418000

4,32,300 451360 471680 492660

TOTAL45980

00

47,55,42

6 49,6

5,227

51,88,2

06

54,19,05

6

ENTRY FEES PER PERSON

PARTICULARS IN Rs.CHILDREN 40ADULTS 60

SENIOR CITIZEN 20

TOTAL NO. OF EXPECTED VISITORS EVERY YEAR

PARTICULAR 2010-11 2011-12 2012-13 2013-14 2014-15

CHILDREN 41800 43230 45136 47167 49266ADULTS 41800 43230 45136 47167 49266SENIOR CITIZEN 20900 21615 22568 23584 24633

TOTAL10450

010807

511284

011791

812316

5

SCHEDULE 3: - PARKING FEES

PARTICULARS

2010-11

2011-12

2012-13

2013-14

2014-15

TWO

WHEELERS15660

016677

917762

019094

120526

2FOUR

WHEELERS36540

038915

141444

544552

947894

4

TOTAL52200

055593

059206

563647

068420

6

EXPECTED No. OF VEHICLES IN EACH YEAR

PARTICULARS

2010-11

2011-12

2012-13

2013-14

2014-15

TWO WHEELERS 15660 16678 17762 19094 20526

FOUR WHEELERS 18270 19458 20722 22276 23947

TOTAL 33930 36136 38484 41370 44473

CHARGES PER VEHICLE

PARTICULARS IN Rs.TWO WHEELERS 10FOUR WHEELERS 20

SCHEDULE 4: - RESTAURANTS

CHARGES: - Rs. 80,000 PER MONTH

PARTICULARS 2010-11 2011-12 2012-13 2013-14 2014-15RENT

INCOME96000

096000

096000

096000

0 960000

SCHEDULE 5: - ADVERTISEMENT INCOME

NO. OF HOARDINGS: - 6

YEAR: - 2010-11PARTICUL

ARS 1 2 3 4 5 6 TOTAL

AMOU

NT

STATUS SELFON

RENTON

RENTON

RENTON

RENTON

RENT

OCCUPIE

D MONTHLY

RENT IN Rs. NIL 100000 100000 100000 100000 100000

MONTHS OCCUPIED 12 12 12 12 3 3 MONTHS VACANT 0 0 0 0 9 9 AMOUNT

RECEIVED 0120000

0120000

0120000

0 300000 30000042000

00

YEAR: - 2011-12

PARTICULARS 1 2 3 4 5 6 TOTAL

AMOU

NT

STATUS SELFON

RENTON

RENTON

RENTON

RENTON

RENT

OCCUPIE

D

MONTHLY RENT IN Rs. NIL 100000 100000 100000 100000 100000

MONTHS

OCCUPIED 12 12 12 12 3 3

MONTHS VACANT 0 0 0 0 9 9

AMOUNT

RECEIVED 0120000

0120000

0120000

0 300000 30000042000

00

YEAR: - 2012-13


AMOU

NT

STATUS SELFON

RENTON

RENTON

RENTON

RENTON

RENT

OCCUPIE

D


MONTHS

OCCUPIED 12 12 12 12 3 3


AMOUNT

RECEIVED 0120000

0120000

0120000

0 300000 30000042000

00

YEAR: - 2013-14


AMOU

NT

STATUS SELFON

RENTON

RENTON

RENTON

RENTON

RENT

OCCUPIE

D


MONTHS

OCCUPIED 12 12 12 12 3 3

MONTHS

VACANT 0 0 0 0 9 9

AMOUNT

RECEIVED 0120000

0120000

0120000

0 300000 30000042000

00

YEAR: - 2014-15


AMOU

NT

STATUS SELFON

RENTON

RENTON

RENTON

RENTON

RENT

OCCUPIE

D


MONTHS

OCCUPIED 12 12 12 12 3 3


AMOUNT

RECEIVED 0120000

0120000

0120000

0 300000 30000042000

00

SCHEDULE 6: - ELECTRICITY

2010-11 2011-12 2012-13 2013-14 2014-15

UNITS TO BE

USED

ANNUAL

UNITS TO BE

USED

ANNUAL

UNITS TO BE

USED

ANNUAL

UNITS TO BE

USED

ANNUAL

UNITS TO BE

USED

ANNUAL

PER YEA

R AMT

PER YEA

R AMT

PER YEA

R AMT

PER YEA

R AMT

PER YEA

R AMT

IN Rs. IN Rs. IN Rs. IN Rs. IN Rs.

230400

1612800

249984

1749888

271233

1898631

294288

2060016

319302

2235114

CHARGES PER UNIT: - Rs. 7

PER MONTHS UNITS IN EACH YEAR

2010-11 2011-12 2012-13 2013-14 2014-1519200 20832 22603 24524 26609

SCHEDULE 7: - SALARIES

YEAR 2010-11 2011-12 2012-13 2013-14 2014-15

PARTICULARS PER PER PER PER PER PER PER PER PER PER

MONTH YEAR

MONTH YEAR

MONTH YEAR MONTH YEAR

MONTH YEAR

IN Rs. IN Rs.

IN Rs. IN Rs.

IN Rs. IN Rs. IN Rs. IN Rs.

IN Rs. IN Rs.

SWEEPERS1250

0 1500001343

7 1612501444

517334

3 15528 1863441669

3200320.

4

GARDENERS1500

0 1800001612

5 1935001733

420801

2 18634 2236132003

2240384.

4

SECUIRITY4500

0 5400004837

5 5805005200

362403

7 55903 6708406009

6721153.

3

TICKET CLERK

10500 126000

11287 135450

12134

145608 13044 156529

14022

168269.1

RIDE OPERATORS

70000 840000

75250 903000

80893

970725 86960

1043529

93482

1121794

SUPERINTENDANTS

15000 180000

16125 193500

17334

208012 18634 223613

20032

240384.4

ACCOUNTANTS

18000 216000

19350 232200

20801

249615 22361 268336

24038

288461.3

TOTAL22320

00 23994

00 25793

55 27728

07 298076

7

SCHEDULE 8: - REPAIRS AND MAINTENANCE

PARTICULARS 2010-11 2011-12 2012-13 2013-14 2014-15

WATER COOLER 25000 26250

27562.5

28940.625 30387.65

PRINTER 5000 5250 5512.55788.12

5 6077.53AIR

CONDITIONS 20000 21000 22050 23152.524310.12

5

RIDES 50000 52500 5512557881.2

5 60775.3

TOTAL10000

010500

011025

0115762

.5121550.

625

SCHEDULE 9: - DEPRECIAITION

YEAR 2010-11

NAME OF THE ASSET

RATE OF DEPRECIATION

OPENING BALANCE

DEPRECIATION W.D.V

IN PERCENTAGE IN RUPEES IN RUPESS

IN RUPEE

S

LAND 0 45000000 0450000

00

BUILDING 10 4078000 407800367020

0

RIDES 15 10180000 1527000865300

0

GENERATOR 15 900000 135000 765000

COMPUTER 30 133000 39900 93100

FURNITURE 15 617100 92565 524535OTHER

EQUIPMENTS 15 127900 19185 108715

TOTAL 2221450588145

50

YEAR 2011-12

NAME OF THE ASSET


OPENING BALANCE

DEPRECIATION W.D.V

IN PERCENTAGE IN RUPEES IN RUPESS

IN RUPEE

S

LAND 0 45000000 0450000

00

BUILDING 10 3670200 367020330318

0

RIDES 15 8653000 1297950735505

0

GENERATOR 15 765000 114750 650250

COMPUTER 30 93100 27930 65170

FURNITURE 15 524535 78680.25445854.

75OTHER

EQUIPMENTS 15 108715 16307.2592407.7

5

TOTAL 1902637.5569119

12

YEAR 2012-13

NAME OF THE ASSET


OPENING BALANCE

DEPRECIATION W.D.V

IN PERCENTAGE IN RUPEES IN RUPESSIN

RUPEES

LAND 0 45000000 0 45000000

BUILDING 10 3303180 330318 2972862

RIDES 15 7355050 1103257.56251792.

5

GENERATOR 15 650250 97537.5 552712.5

COMPUTER 30 65170 19551 45619

FURNITURE 15 445854.75 66878.2125378976.5

375OTHER 15 92407.75 13861.1625 78546.58

EQUIPMENTS 75

TOTAL1631403.3

755528050

9.13

YEAR 2013-14

NAME OF THE ASSET


OPENING BALANCE

DEPRECIATION W.D.V


RUPEES

LAND 0 45000000 0 45000000

BUILDING 10 2972862 297286.2 2675575.8

RIDES 15 6251793 937768.955314024.0

5

GENERATOR 15 552712.5 82906.875469805.62

5

COMPUTER 30 45619 13685.7 31933.3

FURNITURE 15 378976.538 56846.4807322130.05

73OTHER

EQUIPMENTS 15 78546.5875 11781.9881366764.599

38

TOTAL1400276.19

453880233

.43

YEAR 2014-15

NAME OF THE ASSET


OPENING BALANCE

DEPRECIATION W.D.V


RUPEES

LAND 0 45000000 0 45000000

BUILDING 10 2675576 267557.6 2408018.4

RIDES 15 5314024 797103.6 4516920.4

GENERATOR 15 469805.6 70470.84 399334.76

COMPUTER 30 31933.3 9579.99 22353.31

FURNITURE 15 322130.057 48319.50855273810.54

85OTHER

EQUIPMENTS 15 66764.5994 10014.6899156749.909

49

TOTAL1203046.22

852677187

.33

SCHEDULE 10: - INSURANCE PREMIUM

PARTICULARS2010-11 2011-12 2012-13 2013-14 2014-15IN Rs. IN Rs. IN Rs. IN Rs. IN Rs.

BUILDING 5000 5100 5202 5306.045412.160

8

RIDES 70000 71400 7282874284.5

675770.25

12THIRD PARTY

ACCIDENT 100000 102000 104040106120.

8108243.2

16

TOTAL 175000 178500 182070185711

.4189425.6

28

SCHEDULE 11: - ADVERTISEMENT EXPENSES

CHARGESBROUCHERS: - Rs.8 PER BROUCHERHOARDINGS: - Rs. 200000 PER MONTHNEWSPAPER: - Rs. 125000

PARTICULARS 2010-11 2011-12 2012-13 2013-14 2014-15

NEWSPAPER 125000 125000 125000 125000 125000

HOARDINGS 200000 200000 200000 200000 200000

BROUCHERS 4000 4000 4000 4000 4000

TOTAL32900

032900

032900

032900

032900

0

SCHEDULE 12: - UTILITY CHARGES

PER MONTHTELEPHONE CHARGES Rs. 5,500WATER CHARGES Rs. 4,500

PARTICULARS2010-

112011-

122012-

132013-

142014-

15TELEPHONE CHARGES 66000 72600 79860 87846 96630WATER

CHARGES 54000 54000 54000 54000 54000

TOTAL120000

126600

133860

141846

150630

BALANCE SHEET

PARTICULARSSCHEDULE 2010-2011 2011-2012 2012-2013 2013-2014 2014-2015

SOURCES OF FUND

Partner’s Capital 1 1,82,85,000 1,82,85,000

1,82,85,000

1,82,85,000

1,82,85,000

Reserve & Surplus (53,010) 4,64,418

15,84,923

33,31,776

57,06,527

Secured Loans

Term Loan @ 11% 2 4,41,89,333 4,10,69,493

3,76,06,470

3,37,62,514

2,94,95,724

Total Secured Loans 4,41,89,333 4,10,69,493

3,76,06,470

3,37,62,514

2,94,95,724

Total sources of fund 6,24,21,323 5,98,18,911

5,74,76,393

5,53,79,290

5,34,87,251

APPLICATION OF FUND

Fixed Assets

Land 4,50,00,000 4,50,00,000

4,50,00,000

4,50,00,000

4,50,00,000

Furniture 6,17,100 5,24,535

4,45,855

3,78,977

3,22,130

Other equipment 1,27,900 1,08,715

92,407

78,547

66,765

Building & Construction 40,78,000 36,70,200

33,03,180

29,72,862

26,75,575

Computer 1,33,000 93,100

65,170

45,619

31,933

Rides 1,01,80,000 86,53,000

73,55,050

62,51,792

53,14,024

Generator 9,00,000 7,65,000

6,50,250

5,52,712

4,69,805

Gross Block 6,10,36,000 5,88,14,

550 5,69,11,

912 5,52,80,

508 5,38,80,

232

Less : Depreciation 22,21,450 19,02,638

16,31,403

14,00,276

12,03,046

Net Block 5,88,14,550 5,69,11,

912 5,52,80,

509 5,38,80,

232 5,26,77,

186

Current Assets

Cash & Bank Bal. 7,19,137 7,41,272

7,52,066

7,77,149

8,10,065

Total Current Assets 7,19,137 7,41,272

7,52,066

7,77,149

8,10,065

Preliminary expenses not written off 28,87,636

21,65,727

14,43,818

7,21,909

-

Total Application of funds 6,24,21,323 5,98,18,911

5,74,76,393

5,53,79,290

5,34,87,251

SCHEDULE 1: - PARTNER’S CAPITAL

NAME OF THE PARTNER CONTRIBUTIONJIGAR BHAVSAR 1662000SACHIN DARJI 1662000

KRUPALI MANANI 1662000HARSHIL MEHTA 1662000KHUSHBU MEHTA 1662000KRISHNA MEHTA 1662000

DHAVAL MESURANI 1662000RISHIT PATEL 1662000DHRUMI SHAH 1662000

HELI SHAH 1663500RACHANA KHANDHAR 1663500

SCHEDULE 2: - TERM LOAN

PARTICULARS AMOUNTLOAN AMOUNT 47000000

ROI (P.A.) 11.00%TERM IN YEARS 10

INSTALMENT AMT. 7980667

AMORTISATION STATEMENT

YEARS OPENINGINTERES

TPRINCIPA

LINSTALLEME

NT CLOSING 1 47000000 5170000 2810667 7980667 441893332 44189333 4860827 3119840 7980667 410694933 41069493 4517644 3463023 7980667 376064704 37606470 4136712 3843955 7980667 337625145 33762514 3713877 4266790 7980667 294957246 29495724 3244530 4736137 7980667 247595877 24759587 2723555 5257112 7980667 195024748 19502474 2145272 5835395 7980667 136670799 13667079 1503379 6477288 7980667 718979110 7189791 790876 7189791 7980667 0

CASH FLOW STATEMENT

PARTICULARS 1 2 3 4 5CASH FLOW FROM OPERATING ACTIVITIES

NET PROFIT AFTER TAXATION (PAT) -53010 517429 1120505 1746853 2374751

INTEREST 6267100 5957927 5614744 5233812 4810977

TAX PROVISION 0 207678 501065 781154 1061934

DEPRECIATION 2221450 1902637 1631403 1400276 1203046

PRELIMINARY EXPENSES 721909 721909 721909 721909 721909

CHANGES IN WORKING CAPITAL 0 0 0 0 0

TAX PAID 0 -207678 -501065 -781154 -1061936

NET CASH FLOW FROM OPERATING ACTIVITIES 9157449 9099902 9088561 9102850 9110681CASH FLOW FROM INVESTMENT ACTIVITIES

PURCHASE OF ASSETS -61036000 0 0 0 0

PRILIMINARY EXPENSES -3609545 0 0 0 0NET CASH FLOW FROM INVESTMENT ACTIVITIES

-64645545 0 0 0 0

CASH FLOW FROM FINANCIAL ACTIVITIES

CAPITAL 18285000 o o o o

TERM LOAN TAKEN 47000000 o o o o

REPAYMENT OF TERM LOAN -2810667 -3119840 -3463023 -3843955 -4266790

INTEREST ON LOAN -5170000 -4860827 -4517644 -4136712 -3713875

INTEREST ON CAP -1097100 -1097100 -1097100 -1097100 -1097100NET CASH FLOW FROM FINANCIAL ACTIVITIES 56207233 -9077767 -9077767

-9077767 -9077765

TOTAL 719137 22135 10794 25083 32916

OPENING BALANCE 0 719137 741272 752066 777149

CLOSING BALANCE 719137 741272 752066 777149 810065

RATIO ANALYSIS

PARTICULARS 2010-112011-

122012-

132013-

142014-

15

PROFITABILITY RATIO

NET PROFIT RATIO(%)

(NET PROFIT/SALES)100 -0.38 3.63 7.52 11.22 14.6

OPERATING RATIO(%)

(PBIT/SALES)*100 45.05 46.85 48.59 49.87 50.74

CASH PROFIT RATIO(%)

[(PAT+DEPRICIATION)/SALES]*100 15.72 16.97 18.48 20.22 22.01

RETURN ON INVESTMENT(%)

(PBIT*100)/(TOTAL ASSETS-MISC.EXPENSES) 10.44 11.59 12.91 14.2 15.41

EFFICIENCY RATIO

FIXED ASSETS TURNOVER RATIO

SALES/FIXED ASSETS 0.23 0.25 0.27 0.28 0.31

TOTAL ASSET TURNOVER RATIO

(SALES)/(TOTAL ASSETS-MISC.EXP.) 23.17 24.74 26.58 28.47 30.39

SOLVANCY RATIO

PROPRIETOR'S RATIO(%)

PROPRIETOR'S FUND/TOTAL ASSET-MISC.EXP 30.62 32.52 35.46 39.55 44.86

COVERAGE RATIO

INTEREST COVERAGE RATIO

PBIT/INTEREST ON DEBT 1.2 1.38 1.6 1.87 2.22

DEBT SERVICE COVERAGE RATIO (PAT+DEPRECIATION+INTEREST+PRELIMINARY

EXP)/(INSTALLMENT+INTEREST)

1.15 1.1402 1.1388 1.1406 1.1416

TREND OF RATIOS

Interpretation:

The firm has made loss in the first year itself and then continuously made profit for four year. It shows the firms capability to increases revenue from its business.

Interpretation:

Operating profit of the firm is continously increasing over the five years, but it dose not increase with more margins because of increses in revenues expenses in that years. But it does not decrease that also shows continously increament in revenue.

Interpretation:

Cash profit of the firm is continously increasing in five years and it will help the firm to repay its loans and liabilites.

Cash profit increment also indicate that the firm has more source to earn cash revenue.

Interpretation:

The return of investment indicates that the earning capacity of the firm through the amount invested as the revenue generation increases year by year and the percentage of return on investment increses from year to year as 1st year return on invrstment is 10.44% and 2nd year it is 11.59%, that indicate increment of 1.15% and like wise in second years it incerase 1.32%, in 3rd year in shows increment of 1.29% and in 4th year it increases by 1.21%.

Interpretation:

As the revenue is increasing year by year and the depreciation is written off the value of fixed assets reduces and thus there is an increase in the fixed asset turnover ratio. That is shift is seen by 0.02% every year except in 4th year it increase 0.01%, while in 5th

year it increases by 0.03%.

Interpretation:

The total asset turnover ratio of the firm continously increses in 5 years. It shows that firm has optimum uses of its assets to generate its revenue.

Interpretation:

Proprietor ratio indicate that the share of owners in the firm aganist the other liabilites. The Proprietor ratio of the firm is continously increasing in five years and in the 5th year its is nearly 45% and its equal to half of the balance sheet total and its gives encourage the firm to take more risk.

Interpretation:

The interest coverage ratio indicates capacity of firm to pay interest on debt out of its profit. The above chart shows that there is continuous increase in this ratio through out 5 years because of increase in revenue. It is maximum 2.22% in the 5th

year.

Interpreation:

This ratio indicates the capacity of the firm to pay debts along with interest. The above chart shows that there is decrease in the ratio.

BREAK EVEN ANALYSIS

PARTICULARS

2010-11 2011-12 2012-13 2013-14 2014-15

TOTAL INCOME

1,37,92,249 1,42,64,468 1,48,93,790 1,55,62,643 1,62,55,106

LESS: - VARIABLE

COST

ELECTRICITY 16,12,800 17,49,888 18,98,628 20,60,012 22,35,113

REPAIRS & MAINTANENCE 1,00,000 1,05,000 1,10,250 1,15,763 1,21,551

TOTAL VARIABLE

COST17,12,800 18,54,888 20,08,878 21,75,774 23,56,664

CONTRIBUTION 1,20,79,449 1,24,09,580 1,28,84,912 1,33,86,869 1,38,98,442

FIXED COST

WAGES AND SALARIES 22,32,000 23,99,400 25,79,355 27,72,807 29,80,767

CONSUMABLE STORE & SPARES

50,000 52,500 55,000 57,500 60,000

DEPRECIATION ON

ASSESTS22,21,450 19,02,637 16,31,403 14,00,276 12,03,046

RENT , RATE , TAXES &

INSURANCE1,75,000 1,78,500 1,82,070 1,85,711 1,89,426

ADVERTISEMENT 3,29,000 3,29,000 3,29,000 3,29,000 3,29,000

AUDIT FEES 16,000 16,000 16,000 16,000 16,000

UTILITY CHARGES 1,20,000 1,26,600 1,33,860 1,41,846 1,50,630

PRELIMINARY EXP 7,21,909 7,21,909 7,21,909 7,21,909 7,21,909

INTEREST - T.L. 51,70,000 48,60,827 45,17,644 41,36,712 37,13,877

INTEREST - PARTNERS'

CAPITAL10,97,100 10,97,100 10,97,100 10,97,100 10,97,100

TOTAL FIXED COST 1,21,32,459 1,16,84,473 1,12,63,341 1,08,58,861 1,04,61,755

PROFIT (53,010) 7,25,107 16,21,571 25,28,008 34,36,688

P/V RATIO 87.5814307 86.99644459 86.51197257 86.01924878 85.50201065

BEP 1,38,52,775.53

1,34,30,977.62

1,30,19,401.44

1,26,23,757.10

1,22,35,682.73

CAPITAL BUDGETING

YEAR PATDEPRECIA

TIONPRE. EXP. CFAT

DISCOUNTING

P V OF CASH FLOW

DISCOUNTING

P V OF CASH FLOW

CUM CFAT

FACTOR 12%

FACTOR 2%

2010-11

(53,010

)

22,21,450 7,21,909

28,90,349

0.892

25,78,192 0.98

2832542

28,90,349

2011-12

5,17,42

9 1902637 7,21,909

31,41,975

0.797 2504154 0.961

3019437

60,32,324

2012-13

1120505

16,31,403

7,21,909

34,73,817

0.711 2469883 0.942

3272335

95,06,141

2013-14

1746853

14,00,276

7,21,909

38,69,038

0.635 2456839 0.924

3574991

1,33,75,179

2014-15

2374751

12,03,046

7,21,909

42,99,706

0.567 2437933 0.906

3895533

1,76,74,885

TOTAL

57,06,528

1,76,74,

885

1,24,47,

002 16594

840

NET PRESENT VALUE

TOTAL DISCOUNTED CASH INFLOW 12447002.01LESS

TOTAL CASH OUTFLOW 18285000

NPV -5837997.99

PAY BACK PERIOD

In our project Pay Back Period is beyond 5 years. As at the end of

the 5 years net cumulative Cash flow is Rs. 17674885 and our initial

investment is of Rs. 18285000.

PROFITABILITY INDEX

TOTAL CASH INFLOW 12447002.01DIVIDE

TOTAL CASH OUTFLOW 18285000

P.I 0.680722013

AVERAGE RATE OF RETURN

AVERAGE PROFIT 11,41,305.67 DIVIDE

AVERAGE INVESTMENT 9142500

ARR 12%

INTERNAL RATE OF RETURN

In case of IRR we require two NPV i.e. one negative and one positive

at two different discounting factor. Hence in our project we have

taken in to consideration two discounting factor i.e. 2 and 12%

discount level but as we can see that at 2% discount level also NPV

SWOT Analysis

SWOT stands for strengths, weakness, opportunity and threats.

A SWOT analysis is used to determine whether the amusement park stands both internally and externally and

in relation to its competitor’s strength and weaknesses are the internal characteristics the amusement park can improve upon, while opportunities market as a whole and must be considered in decision making process.

Strengths

• A major strength for excite amusement park is its location at Sanand, there is residential as well as commercial and no other such kind of park exists in nearby area.

• Excite amusement park offers various facilities like a restaurant and banquette hall.

• The rides with latest technology are another advantage.

Weakness

• One disadvantage of excite amusement park is that it doesn’t have water park or aqua rides.

• Another disadvantage is huge capital invested in the project at initial level.

• The project needs lots of advertisement and therefore there is a need of huge advertisement budget.

Opportunities

• The project has opportunity to establish itself as a picnic spot and a place to enjoy family holidays.

• There are very few players in this area so excite holds a potential market in amusement park business.

Threats

• The existing players in similar business like SHANKUS Water Park and SWAPNA SHRUSHTI water parks may start a venture like excite because of attractive market.

• One important threat to excite is that it will attract only local population and will fail to generate heavy traffic because of lack of very big rides.

CONCLUSION

By conducting an extensive research on all the aspects of

establishing an Amusement Park we conclude that the

project is feasible but beyond the term period of 5

years.

In the end we can say that we have gained a deep insight

of the Amusement Park industry. And we would like to

thank each and every person who has helped us in making

this project successfully and for giving us the practical

insight.

We are also thank full to the all the faculties who guided

us at every junction in this journey.

Feasibility study revealed a deep hiatus between

theoretical and practical aspects of management but

there are visible interlink ages.

BIBLIOGRAPHY

Reference books: -

• Philip Kotler

• Organizational Behaviour- Stiffen Robbins and

Seema Sanghi

• Service Marketing- Christopher and love lock

Search Engines: -

www.google.com

www.wikipedia.com

www.yahoo.com

Websites: -

www.quickmba.com

www.akenterpriseindia.com

www.arihant .com

ANNEXURE

QUESTIONNAIRE FOR THE FEASIBILITY OF AMUSEMENT PARK

1. Area

http://www.arihant.com/

http://www.akenterpriseindia.com/

http://www.quickmba.com/

http://www.yahoo.com/

http://www.wikipedia.com/

http://www.google.com/

2. Gender:

□Male □Female

3. Occupation:

□Student

□Personal business

□Service

□Housewife

□Govt.officers

□Others

4. Monthly Family Income:

□rs.20000 – rs.30000 □Rs.30000 – Rs.40000

□Rs.40000 – Rs.50000 □Above Rs.50000

5. Age-Group:

□Below 20 □20-25 □25-35

□35-50 □Above 50

6. Have you ever visited to any Amusement park ?

□ If yes, then go to Section-A

□ If no, then go to Section-B

SECTION – A

7. Which type of Amusement park would you prefer?

□ Local □ Out of station

8. What is the frequency of visiting the Amusement park?

□Daily □Weekly □Fortnightly

□Monthly □Not frequently

9. With whom would you like to go to amusement park?

□ Alone □ Family □ Friends

10. What type of Service do you mostly use in the Park ?

□ Rides □ Health facility □ Dance floor

□ Restaurant □ Horse Riding

11. From which source do you know about the amusement park?

□ T.V. □ Newspapers □ Hoardings

□ Radio □ From friends □ From family

12. In which time slot, do you visit amusement park ?

□ Morning □ Noon □ Evening

13. Which type of extra facilities do you prefer that you have seen in any other Amusement park ?

14. Reason for not visiting Amusement Park ?

□Jogging □Fun

□Entertainment □Leisure time

15.What is the level of satisfaction by visiting any amusement park ?

□ Highly satisfied □ Satisfied □ Neutral

□ Low dissatisfaction □ Dissatisfaction

16.Kindly rate the following on importance scale.

Facilities Extreme

Very importa

Somewhat

Not very

Not at all

important

nt important

important

important

Ambience

Cleanliness

Well trained staff

location

Dance Floor

Health facility

Horse riding

SECTION –B

1. Reason for not visiting any amusement park ?

□ Lack of time

□ Far away distance

□ Not aware of

□ Seems to be boring

□ Any other than specify-----------------------

2. Any suggestion:

THANKING YOU

A FEASIBILITY REPORT ON AMUSEMENT PARK - Techshristi · amusement park industry. And the economic environment has a direct impact on the level of the income of an individual and this

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