term report on one potato two potato

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a marketing research report on one potato two potato, OPTP.

Transcript of term report on one potato two potato

Marketing report One Potato Two Potato 3rd January, 2009

Letter of Acknowledgment

It has been a pleasure to be Ms. Maliha Murtuza s students. We would like to thank her for giving us the chance to apply the theories of Principles of Marketing in the real world. Her lectures have been very interesting. We are extremely grateful to her and appreciate her efforts for providing us full support, encouragement and valuable guidance. We would also like to thank Mr. Abrar, Karachi Operations manager, of One Potato Two Potato who provided us with the relevant information about the organization.

Sincere regards

Jawwad Akhtar 7934 Junaid Javed 8064 Faizan Baig 7941 Yasir Azeem 8229 Mohammad Hassan 7612 Faraz Ali 7614

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Marketing report One Potato Two Potato

Letter of Transmittal

3rd January, 2009 Ms. Maliha Murtuza Member of Marketing Dept. and B.S.C IoBM Korangi Creek, Karachi-75190 Dear Ms. Maliha Murtuza

We are pleased to submit our report made on one potato two potato. We have visited the company and observed the marketing environment. We have focused our attention on the following variables to come to an understanding of the consumer behavior.

We appreciate you for giving us in depth knowledge and information regarding organizational behavior.

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Marketing report One Potato Two Potato

TABLE OF CONTENTSINTRODUCTION ..................................................................................................................................................... 4 Positioning statement: ................................................................................................................................... 5 Mission statement: ........................................................................................................................................ 5 Goal:.............................................................................................................................................................. 5 Vision: ........................................................................................................................................................... 5 Objective: ...................................................................................................................................................... 6 Policies: ......................................................................................................................................................... 6 ORGANIZATIONAL STRUCTURE: ............................................................................................................................. 6 SWOT ANALYSIS .................................................................................................................................................... 8 SEGMENTATION TABLE.......................................................................................................................................... 9 THE MARKETING ENVIRONMENT......................................................................................................................... 10 Micro-environment: ..................................................................................................................................... 10 Macro-environment: .................................................................................................................................... 11 BCG MATRIX ........................................................................................................................................................ 12 MARKETING MIX ONE POTATO TWO POTATO .................................................................................................. 13 Product: ....................................................................................................................................................... 13 Pricing: ........................................................................................................................................................ 13 Promotion:................................................................................................................................................... 15 Placement:................................................................................................................................................... 15 BRANDING........................................................................................................................................................... 16 PACKAGING: ................................................................................................................................................ 16 LABELING:.................................................................................................................................................... 16 POSITIONING: .............................................................................................................................................. 17 DEVELOPMENT: ........................................................................................................................................... 18 CONCLUSION ....................................................................................................................................................... 19 RECOMMENDATIONS................................................................................................................................... 19

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Marketing report One Potato Two Potato

IntroductionOne potato two potato is a local chain of fast food working in Pakistan for past 10 years. In a little time it has earned a good market .it is popular because of its excellent fries and burgers. It s been working as a take away restaurant and it hasn t introduced dine-in facilities yet.

The corporation started out as a one small take-away restaurant in 1998 at Karachi. In the same year it opened a new outlet at Lahore but now it has 13 take way restaurants located in Karachi, Islamabad and Lahore. People from all ages are aware of its taste and quality.

The best part of one potato two potatoes is it has small counters placed at different shopping malls and supermarkets which make it successful in acquiring equitable customers. Whenever hunger for French fries is there one potato two potatoes is the first name that comes in consumer s mind which includes urban areas of Pakistan. Though it has a limited variety of fast food but still it has long term plans which include dine-in facilities more out lets and a wide variety of food.

Their outstanding brand recognition, experience management, high quality food, site development expertise, advance operational systems ensure a position that enables them to capitalize on urban opportunities. They plan to expand their leadership position through great tasting food, superior service, everyday value and convenience.

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Marketing report One Potato Two Potato Positioning statement:

We fry first class only

Mission statement: We serve people with good quality food, fast and at low cost:One potato two potato s vision is to dominate the Pakistan s food service industry .dominance means setting the performance standard for customer s satisfaction and increase market share and profitability through successfully implementing our convenience, value and executive strategies.

Goal: One potato two potato s goal is to become Pakistan s best and quick service restaurant experience. Their core focus is on customer s satisfaction, high quality, hygienic food, and well trained staff.

Vision: One potato two potato is highly successful in capturing the taste buds of Pakistani people and is looking forward to do the same with the global market. They are also planning to open their outlets in UAE and KSA in recent future.

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Marketing report One Potato Two Potato Objective: y To cement the company pre-eminent position in the eyes and taste buds of the customer y Maintaining its present customers and making new one by providing high quality and taste y Being the customers first choice.

Policies: y y y y Cheapest by offering lowest prices Easiest by providing top service in the most convenient place to shop Hottest by focusing on the trendiest new gimmicks Biggest by offering the widest variety of products

Organizational structure:One potato two potato has horizontal hierarchal structure it has a limited number of loyal employees called as team members .it has got following departments, y y y y Marketing department Human resource department Operational department Quality, service and value department Marketing department handles that what next scheme or deals are to be used. They plan out what promotional tools are to be used in the upcoming days.

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Marketing report One Potato Two Potato Human resource department handles the customer looking after the customers needs. Listening to the customer wants and demands, customer satisfaction and customer value. Operational department looks after the operations being done in the outlets, technical departments, etc Quality, service and value department design programs to constantly improve the quality, service of the food.

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Marketing report One Potato Two Potato

SWOT ANALYSISSWOT analysis is basically a study to find out a company s strengths, weaknesses, opportunities and threats. SWOT analysis tells the company about their strong points and gives them an opportunity to work on their weaknesses. The SWOT analysis for OPTP is as below:

y STRENGTHS:The biggest strength of OPTP is its committed workforce and emotional attachment with the brand and company. The company has a loyal and committed workforce that s basic goal is to deliver a premium quality product. Th