AMA Computer Learning Center Burgos Ave., Cabanatuan City BUSINESS PROPOSAL FOR THE AMA’ers RESTAURANT October 2010 A study presented for the subject Project Management AMA Computer Learning Center Burgos Ave., Cabanatuan City By the: 2 nd Year Students of CSDP (Computer Systems and Design Programming) course By: RAY ALLAN C. ABESAMIS 1st Semester 2010-2011
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AMA Computer Learning CenterBurgos Ave., Cabanatuan City
BUSINESS PROPOSAL FOR THE AMA’ers RESTAURANT
October 2010
A study presented for the subject Project Management
AMA Computer Learning CenterBurgos Ave., Cabanatuan City
By the:2nd Year Students of CSDP
(Computer Systems and Design Programming) course
By:RAY ALLAN C. ABESAMIS
1st Semester2010-2011
Presented to:Ms. Michelle Farin
Professor
Chapter 1
DESCRIPTION OF PROJECT
I. Introduction
This proposal is to introduce the creation of a new restaurant that will rise
at the footsteps of AMA ACLC and Megacenter the Mall as well. The new
restaurant, will be called AMA’ers Restaurant, due to the fact that the AMA
campus sits just behind the back of the establishment. Quality food and service
@ an affordable price is the main motto for this one. It will also feature a free wi-fi
access for customers who wish to access the internet so it will be a non-stop
shop, with food, some drinks and a cyber offering attractions via this one
scheme.
The AMA’ers Restaurant, a one storey fastfood establishment, having
been aware of the fact that the area (Melencio St. fronting Megacenter and near
populated schools) is a huge potential market for food cravers and sports a
strategic location, was to be built here in this location. The area is a big market
for potential customers, being aware that there are only three small restaurants
nearby in such a good location, which is Jobeas, Cabanding and the like.
However, we, @ AMAer”s Restaurant, do promise you to have a fine dining as
well as unforgettable relaxing experience in a cozy atmosphere with our
customer-friendly and well-oriented staff smiling and ready to take your orders!
At the back of the site is the AMA ACLC building. This will not be
associated in any way or another with the AMA school, just for the namesake
only. Quality food and service @ an affordable price is the main motto for this
one. It will also feature a free wi-fi access for customers who wish to access the
internet so it will be a non-stop shop, with food, some drinks and a cyber offering
attractions via this one scheme.
Initially, the primary target will be the students that flock nearby, preferably
those studying at AMA Computer Learning Center (ACLC), Statesman College,
CRT, NEUST as well as Megacenter the Mall customers and workers who seek
for a more affordable yet delicious and sumptous meals.
Providing this service will directly allow the business owner to increase
profits and generate more restaurant business. Additionally, an indirect result will
be increased recognition within the community.
A simple menu consisting of the food items already offered would be
sufficient to entice potential clients. Local vials, Filipino traditional food is
available.
Providing this service will directly allow the business owner to increase
profits and generate more restaurant business. Additionally, an indirect result will
be increased recognition within the community.
Initially, the primary target will be the students that flock nearby, preferably
those studying at AMA Computer Learning Center (ACLC), Statesman College,
CRT, NEUST as well as Megacenter the Mall customers and workers who seek
for a more affordable yet delicious and sumptous meals.
Potential customers will be informaed of the new service through flyers
inserted into the dinner menus. Table toppers can also be made at no cost to
you and placed on each restaurant table. Additionally, print materials marketing
the service will be distributed to the area businesses.
Chapter 2
MARKETING ASPECTS / STUDY
A. Marketing Program / Strategies
Several marketing strategies can be employed.
Fliers can be distributed to reach out to surrounding potential
customers so that they will know of the upcoming restaurant
Have some sort of attractive promos and discounted value
meals. This can be a tempting offer for students if you lower the
price, without sacrificing financial downside effects.
You could get discounts over some meals, and it can include a
drink to attract hungry customers eager for a meal preferable
during lunchtime.
Time-specific bounceback
o The traditional restaurant bounceback “bounces”
customers from busy hours to off-peak hours. Offer a
discount or reward during your slowest hours. For
example, you could offer customers a coupon for three
dollar cocktails before 9:00 pm.
Buy one get one free
o This promotion is especially effective on customers that
have patronized your restaurant alone. It often incites
them to bring a friend next time. It can also be a good
way to get couples back in the door.
Product-specific discounts.
o a coupon that offers customers two dollars off their next
appetizer purchase. A product-specific discount is more
effective than a general discount. It encourages
customers to purchase an item they might not try
otherwise, and the more menu items a customer tries
and loves, the more reasons they have to become a
regular.
Free item with purchase.
o Offering new customers a free treat with their next
purchase is often an irresistible temptation. One example
of an enticing bounceback would be to offer a free
dessert with the purchase of an entrée and drink.
B. Market Share
Market share will be at a whopping projected 40 percent of the
market share of diners within the area. The others are Jobeas (35 %),
which currently holds the largest share of the pack and remaining one is
Cabanding (25%), an old-timer in the business. We, at AMAers
Restaurant promises to have a 99.9% clean dining environment because
we are aware that cleanliness is one of the most attractive part in putting
up a dining business. The building will be painted a light color scheme so
as it will be an eye candy of sorts. Employing a clean, safe, secure and
delicious dining experience and environment is our key strategy to target
and hold a bigger share of the projected market!
Economic and Social Behavior
The establishment will have a “go-green, so-clean, let’s value
mother earth!” slogan.
Community Involvement
The business, small as it may be, will have an organized method of
disposing garbage in a green and humane way. The establishment itself
will donate to the Bahay Bata Foundation and the likes a little amount of
money to aid the poor and the needy homeless. It is our way of thanking
others in this manner. The business will be an active member of youth
clubs, sports clubs as well as the Restaurant Operators of the Philippines,
which has guidelines and strict standards for the well-being of the
restaurant.
Market forecast conservation percentage, first 5 years.
A market forecast is a core component of a market analysis. It projects the future numbers, characteristics, and trends in your target market. A standard analysis shows the projected number of potential customers divided into segments.
This example of a simple market forecast defines two target market segments and projects the potential customers in each of those segments by years, for five years.
Market size forecast
Target Market Forecast – first five years Projection
Company 2010 2011 2012 2013 2014 CAGR
AMAer’s 0% 40% 50% 60% 70%
Jobeas 60% 40% 30% 20% 20%
Cabanding 40% 20% 30% 20% 10%
In the market forecast, the example numbers indicate that there are 3 restaurants included in the market, and that number is growing at an estimated ten percent per year.
These numbers are estimates. Nobody really knows, but we all make educated guesses. The developers of the plan researched the market as well as
Net Profit -659,476 1,172,744 3,415,615 6,147,838 9,320,092 14,510,238 19,292,811
CASH FLOW STATEMENT
Projected Statement Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 of Cash Flows Cash Flow from Operating Activities Net Profit -659,476 1,172,744 3,415,615 6,147,838 9,320,092 14,510,238 19,292,811Add: Depreciation Expense 838,100 754,290 678,861 610,975 549,877 494,890 445,401 Amortization Expense 40,000 40,000 40,000 40,000 40,000 0 0 Net Cash Flow from Operations 218,624 1,967,034 4,134,476 6,798,813 9,909,969 15,005,128 19,738,212 Cash Flow from Financing Activities Receipt of Long Term Debt Repayment of Long Term Debt -901,674 1,267,360 1,541,920 1,816,480 2,182,166 0 0Owner's Equity Net Cash Flow from Financing Activities -922,052 1,439,620 1,942,120 2,439,620 2,872,188 0 0 Net Cash Flow from Investing Activities 0 0 0 0 0 0 0 Net Cash Flow -703,428 527,414 2,192,356 4,359,193 7,037,781 15,401,314 20,174,015 Cash at the Beginning of the Period 953,000 249,572 776,986 2,969,342 7,328,535 14,366,316 29,767,630
BALANCE SHEET
Projected Balance Sheet (Rs.) Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Assets Current Assets Cash & Bank Balance 249,572 776,986 2,969,342 7,328,535 14,366,316 29,767,630 49,941,645Inventory 1,200,000 1,200,000 1,200,000 1,200,000 1,200,000 1,200,000 1,200,000 Total Current Assets 1,449,572 1,976,986 4,169,342 8,528,535 15,566,316 30,967,630 51,141,645 Fixed Assets
Furniture & Fixtures 438,300 394,470 355,023 319,521 287,569 258,812 232,931 Total Fixed Assets 7,542,900 6,788,610 6,109,749 5,498,774 4,948,896 4,454,006 4,008,605Preliminary Expenses 160,000 120,000 80,000 40,000 0 0 0 Total Assets 9,152,472 8,885,596 10,359,091 14,067,309 20,515,212 35,421,636 55,150,250 Current Liability Current Portion of Long Term Liability 1,267,360 1,541,920 1,816,480 0 0 0 0 Total Current Liability 1,267,360 1,541,920 1,816,480 0 0 0 0Long Term Liability 6,807,926 5,540,566 3,998,646 2,182,166 0 0 0
Chapter 7
ECONOMIC AND SOCIAL BEHAVIOR
CONSUMER BEHAVIOUR
Effective marketing requires insight into consumers’ mind. It ensures that the right product are conceived, produced & offered to the right consumer in the right way.
1.Cultural factors: - Culture: It is the fundamental determinant of a person’s want & behavior.
Sub-culture: Each culture consists of smaller sub-culture that provides more specific identification & socialization for their members. Subcultures include nationalities, religious, racial group and demographic region. Multicultural marketing came from this concept.
Social life: All of the human societies have any social life. Social classes haveseveral characteristics. First one social classes differ in dress, speech pattern, and many other characteristics. Second one, persons are perceived as occupying inferior or superior positions according to social classes. Third, social classes indicated by a cluster of variable for example, occupation, income, wealth, education & value systemetc. And fourth one individual can move up and down the social-class ladder during the lifetime.
2. Social factors: - Reference group : A person’s reference consists of all the group that have a direct (face to face) or indirect influence on his/her attitude andbehavior. There are 3 type of Reference group
(a.) Membership group: Groupshaving a direct influence on person. Some membership groups are primary groupsuch as family, friend, neighbors, colleagues, etc. People also belong to secondarygroup like religious, professional and trade unions etc.
(b.) Aspirational groups:People are also influence by groups they do not belong & hopes to belong.
(c.)Dissociative group: These are those whose values or behavior an individual rejects.
Family: The family is the imp. Consumer buying origin society and familymembers constitute the most influential primary reference group. Family membersinfluence buying decisions. In the traditional joint family grandparents. Nuclearfamily husband & wife both. Children & teenagers are targeted by internet.The Prologue Website is targeted at the youth market.
A person participates in many groups – Family, clubs, origin. etc. The persons’ position in each group can be defined in terms of roles & status .ROLES: A role consists of the activities a person is expected to perform.STATUS: Each role carries a status.People choose product that reflect & communicate their roles & actual status in thesociety.
3. Personal factors: - A buyer’s decision also influence by personal characteristics,
Following: Age & stage in life cycle: People buy different goods and services over a life time. Marketers should also consider life events like marriage, childbirth, illness, divorce,widowhood etc. as giving rise to new needs.
Personality & self-concept: Each person has personality characteristics
that
influence his or her buying behavior. Personality: Self confidence,
dominance, sociability, autonomy, adaptability etc. Personality is a useful
variable to analyzing customer brand & choice. Self- concept:
1. Actual self-concept: - How one views oneself?
2. Ideal self-concept: - How one would like to view oneself?
3. Others’ self- concept: - How one thinks other see one?
VIII. Conclusion / Recommendation
The AMAer’s Restaurant is a new, innovative concept dining shop that
targets a new, growing market. We assume that the market will respond, and
grow quickly in the next 5 years. Our goals are to create a reputation of quality,
consistancy and security (safety of food) that will make us the leader of a new
style of dining. Quality food and service @ an affordable price is the main motto
for this one. It will also feature a free wi-fi access for customers who wish to
access the internet so it will be a non-stop shop, with food, some drinks and a
cyber offering attractions via this one scheme.
Our marketing efforts will be concentrated on take-out and delivery, the
areas of most promising growth. As the market changes, new products may be
added to maintain sales.
After the restaurant opens, we will keep a close eye on sales and profit. If
we are on target at the end of year 1, we will look to expand to a second unit.
With any new venture, there is risk involved. The success of our project hinges
on thestrength and acceptance of a fairly new market. After year 1, we expect
some imitation from the competition. So we keep some of our trade secrets and
our recipes intact without sacrificing quality. In short, we aim to be at the forefront
of dining anytime soon!
After reviewing the pros and cons about this soon-to-be restaurant which
will rise sooner or later, it is determined that this type of business is viable to
push through. Mainly due to the fact that it sits in a very good location, with
people from all walks of life, students, passers-by, mall employees and all others
such as drivers who crave for a sumptuous meal will be treated to an affordable
meal with so many attractive extras such as free drinks on some occasions,
delicious food, a clean environment and most of all, a heart-warming crew staff to
welcome you every time you grace the restaurant! The gadgets and fixtures, the
equipments are already available and practical ones.