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Attic Salt Fried Duck

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EXECUTIVE SUMMARYASFD(Attic Salt Fried Duck) is the first fast-food restaurant in Bangladesh that

will fried duck by Attic Salt group in 2011. Sells fried duck and other food

products, under ASFD. Business philosophy is to constantly introduce new

products, or to sell before repackaging for people to become early adopters of

mind, and thus profit.We asume within 10 years our restaurent business cover more

than 100 countriesaround the world and has more than 30,000 stores and 840,000

employees.Though KFC, Pizza Hut, Taco Bell and other well-known restaurant

brands in the world, respectively cooking chicken, pizza, Mexican style food andseafood dining area ranked first in the world,But we can creat our own brand

gorgeously because we are only the company that produce the duck fried.In 2009

the Attic Salt research group try to invent new methods of fried duck, and finally

succeeded in the invention are 13 kinds of spicesin 2010and unique synthesis of

cooking the recipe, its unique taste deeply welcomed by customers, the restaurant

business and become prosperous, secret followed so far. First we want to build our

business at Uttara, Dhaka in Bangladesh. With this unique strategy we want to

build our business world wide start from Bangladesh.Our main vision is to achieve

the customer satisfaction with the slogun Kill your noice by taking Attic Salt

Fried Duck. And we hope we will access the satisfaction level of customer by

providing better services.


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Business Definition

ASFD is a Quick Service Restaurant (QSR) that specializes in take away services

for freshly prepared duck fries. We believe that, there is huge demand for duck

prepared foods which we have found from our little market research. We believe

our new idea will bring significant change in QSR market trends. Our mission is to

make and serve healthy and tasty duck fry for busy professionals who are looking

for a change during lunch. The value and benefits that duck fry provides are at the

core of our organization and we hope to communicate this to our customer through

our efficient service. Therefore we constantly seek to provide value not only in

excellent duck fry, but also in excellent service. We want to make duck fry eating

an exciting and healthy habit.

Feasibility Study

Technology and System Feasibility

As our idea is fully on restaurant based business, we dont need any high tech skill

for the preparation of our product. All of the technology wont cost too much

which will be beneficial for the resource costing. All of these technologies are

currently available in our country.

Required Technologies are as follows:

Manufacturing:

1. Duck Dressing machine.

2. Grill oven and other equipment


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Economic Feasibility

This business is economically feasible as because the cost benefit is ensured.

N: B: All required information is available in our Economic section of this report.

Legal Feasibility

We have ensured this product as a 100% Halal product As Bangladesh is one of the

largest Muslim countries .We also ensured that, there is no such ingredients that

might cause any damage. For this sight, government wont impose any restriction

over this food. On the basis of Business rules we have formed our business on

Partnership act 1932 and we have fulfilled the requirements.

Operational feasibility

We got the resources those are required in terms of producing our product. All of

these tools are available in our country. We did several surveys on this product by

visiting to our targeted customers in different Shopping mall, Colleges,

Universities and some office going people and we got the appreciation.

Schedule feasibility

As all the required tools and ingredients are currently available in our country we

can easily launch our business on any estimated time frame. So, our concept is

Schedule feasible.


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Market ResearchCompetitors

Actually we dont have any direct competitor because there are no duck fried

restaurant in Dhaka and even in our country. But we have substitute competitors

those offer quality chicken fry are the main competitor. KFC, BFC, FFC, Sea Shell

are in our consideration.

Target Customer

The core targeted of ASFD is college students, university students and young

business professionals between the ages of 16-45. They are educated and health

conscious. Our target is people on a tight schedule who value expedient service

and value for their money.

Target Market

Local People -As Uttara is a newly growing commercial and residential

area, the income status of the local people is high and most of the people lives here

are educated and health conscious. On the basis of this condition we have targeted

them and set our mind to establish our business over here.Colleges and Universities - There are more than five university and more

then fifteen colleges here in Uttara. In All these people are more conscious about

the changing of the test. By keeping all these things in our mind we have planned

our whole business strategy.

Local businesses - Uttara is known as newly commercialized part of Dhaka.

Where many Business organizations, shopping mall are growing day by day.


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The food concept and product image of ASFD will attract 3 different

customer profiles;

The student -- more and more young people have developed healthy eatinghabits. Some also gone through a "health food phase" while in college.

The health conscious person of any age -- this includes anyone on a

restricted or prescribed diet or those who have committed to a healthy diet.

Curious and open-minded -- "if you try it, you will like it." Through

marketing, publicity, and word-of-mouth, people will seek out a new

experience and learn that nutritious food can be tasty, fun, convenient, and

inexpensive.

Competitive Analysis

The Power of Supplier

We will gather all of our Ingredients from different Duck firms located near to our

restaurant for getting low cost product. As there is no Shortage of duck all over this

country we can easily collect ducks. If we find any difficulties in terms of buying

ducks, we can easily change our suppliers to a new one. So, we got the bargaining

power over our suppliers.


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Figure: Competitive Analysis

The Power of Buyer

Duck fry is a new innovation of us in Bangladesh. People wont have any choice to

diversify as because there is no such restaurant in Bangladesh which provides only

duck prepared food. So, in this stage we have full bargaining power over customer.

The Threat of Substitutes

There is a substitute product of Duck fry which is chicken fry. And this product is

being offered by a worldwide renowned fast food chain KFC. KFC got a good

brand loyalty among the customer which turned them into one of the best fast-food

business chain in Bangladesh. Now a day, KFC is ruling all the fast food market.

We hope ASFD will bring the taste which can wash away the demand of Fried

chicken and rule the market.


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The Threat of entry

As this is not a matter of high cost and technology we might need to deal with

some new entrants. All these competitors wont able to damage our Business as

because we will develop huge brand loyalty at the very beginning of our business.

More over we will copy right our product for any particular time period, which will

help us to sustain in the market and develop a good reputation among the customer.

Capital requirements: Capital is a big deal while booting up a business.

ASDF is a restaurant which offer quality fried duck for its customer. To produce

the product there is no use of buying any high tech machines. All the required

production stuffs are available in the market with a cheaper cost. This business will

be financed by the six share holder. All of this share holder will invest same

amount of investment. ASDF has ensured the strong investment for their business.

Economic of scale: It is closely related to the capital requirements is the

nature of the business that requires a large sales volume to offer a product or

service at a competitive price. Here we will ensure providing the best service and

product at our level best with a reasonable cost. We hope no one can offer fried

duck with the price that we will provide.

Experience: ASFD is a new idea, germinated by some under graduating

students. They dont have much practical idea about the market. But the entire

share holder got the idea on, how to cope with all the obstacles those they will face

in the market.

Distribution system: The major barrier to new entrants is in lacking

established distribution system. People might launch a new business with our same

product but in terms of distribution they wont able to compete with us. We have

ensured best distribution system of our raw materials and ingredients.


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Differentiation: Our unique different between any other fast food business

is, we provide fried duck with reasonable price and fast service. Currently in

Bangladesh there is no Fried duck offering fast food shop. We have different

packages for different income ranged people, which will help us to capture more

market share from the all leveled customer.

Marketing Plan

Product

In our restaurants, specially, we will provide duck fries. But we have some other

products also like duck burger, and special duck soup, vegetable rice, and French

fry.

Price

Onion & capsicum

265.00

Mushroom, onion, tomato & capsicum

315.00


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Mushroom, capsicum, onion, baby corn,

tomato & olives

350.00

Mushroom, onion, tomato & capsicum

390.00

DUCK N SPICY

Chicken hot n spicy, green capsicum &

mushroom

425.00

DUCKEN SUPREME

Chicken hot n spicy, chicken tikka &

chunky chicken

480.00

Meal Package A (for 1 person)

2 pcs Duck fry

Vegetable rice

Salad

1 Regular soft drink

TK 200


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Place (Channel of Distribution)

Distribution (or place) is one of the four elements of marketing mix. An

organization or set of organizations involved in the process of making a product or

service available for use or consumption by a consumer or business user by

ensuring channel of distribution. In ASFD we use direct selling concept which is

known as producer to end user. ASFD has no middle intermediaries between

producer and end user.

Meal Package B (for 1 person)

1 pcs Duck fry

1 regular soft drink I pcs Bun

TK 100

Meal Package C (for 2 persons)

Special Duck Soup

4 Pcs Duck Fry Vegetable Rice

Salad

2 Regular Soft Drink

TK 350

Producer

(ASFD)

Consumer


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Promotion

Promotion is a form of corporate communication that uses various methods to

reach a targeted audience with a certain message in order to achieve specificorganizational objectives. Nearly all organizations, whether for-profit or not-for-

profit, in all types of industries, must engage in some form of promotion. Such

efforts may range from multinational firms spending large sums on securing high-

profile celebrities to serve as corporate spokespersons to the owner of a one-person

enterprise passing out business cards at a local businesspersons meeting. Like

most marketing decisions, an effective promotional strategy requires the marketer

understand how promotion fits with other pieces of the marketing puzzle (e.g.,

product, distribution, pricing, target markets). Consequently, promotion decisions

should be made with an appreciation for how it affects other areas of the company.

For instance, running a major advertising campaign for a new product without first

assuring there will be enough inventory to meet potential demand generated by the

advertising would certainly not go over well with the companys production

department (not to mention other key company executives). Thus, marketers

should not work in a vacuum when making promotion decisions. Rather, the

overall success of a promotional strategy requires input from others in impacted

functional areas.

Types of Promotion

Advertising

Sales Promotion

Events/ Experiences

Public Relations


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Personal Selling

Advertising

Distributing Pamphlets - We plane to advertise for ASDF by distributingpamphlets of our menu and a map of our location.

Radio campaign - complete with live remotes in our parking lot. We will

pick the three top local stations with which to place our short and catchy ads.

We will also sponsor radio call-in contests with free meal coupons to duck

fry and soup. We will also make "live on the air" presentations of our food

products to the disk jockeys, hoping to get the promotions broadcasted to the

listening audience.

Newspaper campaign - placing several large ads throughout the month to

explain our concept to the local area

Restaurant web pagethis will give the internet users access to menus, daily

specials, weekly promotions.

Sales Promotion

Special Discounts- In the first month of opening, part of our promotion will

be to hand out to first-time customers a card (with 5 boxes to be ticked) and

each time the customer buys a duck fry (created or from the menu), a box

will be marked, and after all the boxes have been, the customer is entitled to

a free duck fry from the menu. This will help encourage customer loyalty by

repeat purchase and act as a menu of increased sales and promotion.


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Student Discount- We initiates to offer 10% discounts to students upon

presentation of a student ID. This would lead to brand awareness among the

students of Uttara, and by the time we expand to a branch closer this area.

Operation Plan

We produce our product on the basic of quality level.So to do that we are following

different types of statistical scheduling technique.Our first work is to make

forecasting budget and then go for operation.We will do our operation by using

machanism tools as well as manual work that are needed.

First we will try to-

Identify customer wants

Identify how the goods/services will satisfy customer wants

Relate customer wants to product how

Identify relationships between the firms how

Develop importance ratings

Evaluate competing products

Compare performance to desirable technical attributes


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Figure:Product Development System.


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Financial Plan:

Manufacturing Budget

Pro-forma Income Statement

Sep Oct Nov Dec

Sales

(-) Cost of goods Sold

Gross profit

Operating expenses

Advertisement

Salaries & Wages

Rent

Utilities

(6,000 300)

= 18,00,000

(6,000 100)

= 6,00,000

12,00,000

100,000

50,000

20,000

20,000

(6,500 300)

= 19,50,000

(6,500 120)

= 7,80,000

11,17,000

100,000

50,000

20,000

20,000

(6,000 300)

= 18,00000

(6,000 120)

= 7,20,000

10,80000

100,000

50,000

20,000

20,000

(7,000 300)

= 21,00000

(7,000 130)

= 9,10,000

11,19,000

100,000

50,000

20,000

20,000


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Insurance

Interest

Depreciation

Total Operating expenses

Profit before taxes

(Gross Profit-Operating

Expenses)

(-) Taxes (10%)

Net profit

10,000

5,000

4,000

2,09,000

9,91,000

99,100

8,91,900

10,000

5,000

4,500

2,09,500

9,07,500

90,750

8,16,750

10,000

5,000

5,000

2,10,000

8,70,000

87,000

7,83,000

10,000

5,000

3,000

2,08,000

9,11,000

91,100

8,19,900


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Pro-forma Cash flow

Cash flow of ASFD for the 4 Month projected in the year 2009Sep Oct Nov Dec

(A) Receipts

Sales

(B) Disbursement

Cost of goods

Operating Expenses

Cash Flow (A-B)

Beginning Balance

Ending Balance

18,00,000

6,00,000

2,09,000

9,91,000

0

9,91,000

19,50,000

7,80,000

2,09,500

9,60,500

9,91,000

19,51,500

18,00,000

7,20,000

2,10,000

8,70,000

19,51,500

28,21,500

21,00,000

9,10,000

2,08,000

9,82,000

28,21,500

38,03,500


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HYPOTHESIS DEVELOPMENTFor fulfilling the objectives some related hypothesis have been constructed

for this study:

1. HA:Available1advertising has thepositive effect on ASFD2.

2. HA: As a first time Fried Duck ASFD creat a positive curicity3 oncustomer

mind.

3. HA: Hygenic fried duck provided by ASFD will help to extend4 the fast-food

restaurent.

4. HA:

Providing the better service has positive effect on the success of ASFD.

5. HA: Available5 sells branches will help to go ahead ASFD.

6. HA:Sell by credit6 card will help to extend ASFD in Bangladesh.

7. HA: Instant7 discounting has positive effect on customersmind to buy fried duck.

METHODOLOGYSource and data Collection of Data: There are two types of data in our research

paper.

A. Primary Data:

We have collected the primary data through questionnaire.We went out for general

people to conduct our survey. Like the service holder, students, teachersandretired

peoples.

B. Secondary Data:

For the Secondary sources we have collected our secondary data mostly from

internet, websites article, and newspapers.


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Sample frame:

The sample frame of this study has been consisted of the service holder , students,

teachers, retired peoples and general peoples of Uttara shopingmall area (North

tower,Mascut Plaza).For this study two university and one institute were

selected.Those were IUBAT(International University of Business Agriculture and

Technology),Uttara University and BIFT(BGMEA Institute of Fashion and

Technology). A total of 50 surveys have been conducted. The stratified probability

sampling approach has been selected for that study. The population has been

defined both male and female.

Time frame:

For collection of primary data was conducted in October15, 2010Novemver05,

2010

Analysis of Data:

For analysis of data Microsoft Excel has been used. Parametric and non-

parametric statistical tools were used to derive a meaningful conclusion from the

empirical data. In addition, basic statistical techniques of different measures of

central tendency have been used in analyzing the data.

1. Effective promotional activities in every where.

2. ASED is stands for Attic Salt Fried Duck.

3. Creat positive effect to buy this product.

4. Help to go ahead fast-food restaurent in Bangladesh.

5. More sells branches in an important places.

6. Sell by using credit card.

7.Discount at the time of buying fried duck.


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Hypothesis Testing and FindingsTable: Summary of the Responses to make more popular Attic Salt Fried Duck

restaurent.

H1 H2 H3 H4 H5 H6 H7

1=

Strongly

disagree0 0 0 0 0 0 2

2=

Disagree2 1 4 0 0 4 17

3=

Neither

agree nor

disagree

0 2 1 0 1 3 4

4= Agree 13 38 33 17 8 36 25

5=

StronglyAgree

35 9 12 33 41 7 2

Total 231 205 203 233 240 196 158

Average 4.62 4.1 4.06 4.66 4.8 3.92 3.16

Standard

Deviation0.646 0.5453 .766 0.478 0.45 0.72 1.075

Z-test

value21.632 21.05 14.44 32.23 38.33 14.2 4.4

Sources: Questionnaire Survey


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1. HO: Available advertising has no positive effect on ASFD.

HA: Availableadvertising has positive effect on ASFD.

HO: = 2.5

HA: > 2.5

N = 50

Here = 4.62

= 0.696Zcal= ( )/ (/n) = 21.632

At 5% level of significance, follows Z distribution Z0.05 = 1.645

Since Z cal>Ztab, the null hypothesis is not acceptable. So at 5% level of significance,

it can be said thatavailable advertising has positive effect on ASFD.

H1

0%4%0%

26%

70%

1=Strongly disagree

2=Disagree

3=Neither agree nor

disagree

4=Agree

5=Strongly agree

Fig-1: Respondents view towards that available advertising has positive effect on ASFD .


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2. HO:As a first time Fried Duck ASFD isnot creat a positive curicity on

customer mind.

HA:As a first time Fried Duck ASFD iscreat a positive curicity oncustomer mind.

HO: = 2.5

HA: > 2.5

N = 50

Here = 4.1 = 0.5453

Z cal= (X)/ (/n) = 21.05

At 5% level of significance, follows Z distribution Z0.05= 1.645

Since Zcal> Z tab, the null hypothesis is not acceptable. So at 5% level of

significance, itcan be said that as a first time Fried Duck ASFD creat a positive

curicity on customer mind.H2

0%2% 4%

76%

18%

1=Strongly disagree

2=Disagree

3=Neither agree nor

disagree

4=Agree

5=Strongly agree

Fig-2: Respondents view towards thatas a first time Fried Duck ASFD creat a positive

curicity on customer mind.


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3. HO: Hygenic friedduck providedby ASFD will not help to extend the fast-

food restaurent.

HA: Hygenic friedduck providedby ASFD will help to extend the fast-food

restaurent.

HO: = 2.5

HA: > 2.5

N = 50

Here X = 4.06

= .766

Z cal= (X)/ (/n) = 14.44


Since Z cal>Z tab, the null hypothesis is not acceptable. So at 5% level of

significance, it can be said that hygenic friedduck providedby ASFD will help to

extend the fast-food restaurent.

H3

0% 8% 2%

66%

24%

1=Strongly disagree

2=Disagree

3=Neither agree nor

disagree

4=Agree

5=Strongly agree

Fig-3: Respondents view towards that hygenic fried duck provided by ASFD will

help to extend4 the fast-food restaurent.


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4. HO: Providing the better service has not positive effect on the success of

ASFD.

HA: Providing the better service has positive effect on the success of ASFD.HO: = 2.5

HA: > 2.5

N = 50

Here X= 4.66

= 0.478

Z cal= (X)/ (/n) = 32.23


Since Z cal> Z tab, the null hypothesis is not acceptable. So at 5% level of

significance, it can besaid that providing the better service has positive effect on

the success of ASFD.

H4

0%0%0%

34%

66%

1=Strongly disagree

2=Disagree

3=Neither agree nor

disagree

4=Agree

5=Strongly agree

Fig-4: Respondents view towards thatproviding thebetter servicehas positive

effect on the success ofASFD.


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5. HO: Available sells branches will nothelp to go ahead ASFD.

HA: Available sells branches will help to goahead ASFD.

HO: = 2.5

HA: > 2.5

N = 50

Here X = 4.8

= 0.45

Z cal= (X)/ (/n) = 38.33


Since Z cal>Z tab, the null hypothesis is not acceptable. So at 5% level of significance,

it can be said thatavailable sells branches will help to go aheadASFD.H5

0%0%2% 16%

82%

1=Strongly disagree

2=Disagree

3=Neither agree nor

disagree

4=Agree

5=Strongly agree

Fig-5: Respondents view towards toavailable sells branches will help to go

ahead ASFD.


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6. HO: Sell by credit card will nothelp to extend ASFD in Bangladesh.

HA: Sell by credit card will help to extend ASFD in Bangladesh.

HO: = 2.5

HA: > 2.5

N = 50

Here X= 3.92

= 0.72

Z cal= (X)/ (/n) = 14.2



it can be said that sell by credit card will help to extend ASFD in Bangladesh.

H6

0% 8% 6%

72%

14%

1=Strongly disagree

2=Disagree

3=Neither agree nor

disagree

4=Agree

5=Strongly agree

Fig-6: Respondents view towards that Sell by credit card will help to extend

ASFD in Bangladesh


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7. HO: Instant discounting has not positive effect on customer mind to buy fried

duck.

HA: Instant discounting has positive effect on customer mind to buy fried

duck.

HO: = 2.5

HA: > 2.5

N = 50

Here X = 3.16

= 1.075

Z cal= (X)/ (/n) = 4.4



it can be said that instant discounting has positive effect on customer mind to buy

fried duck.

H7

4%

34%

8%

50%

4%

1=Strongly disagree

2=Disagree

3=Neither agree nordisagree

4=Agree

5=Strongly agree

Fig-7: Respondents view towards that instant discounting has positive effect on

customer mind to buy fried duck.


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conclusion

Attic Salt Fried Duck restaurent(ASFD)is the first restaurent that fried duck.And it contain

the 13 different types of variation of test.Under Atric Salt group ASFD(Attic Salt Fried

Duck) will start their activities from 1st January 2010.It will start it activities from

Bangladesh first.This report contain about this business.Actually how we start business,our

business mission.vission,working process everything.We can say this is our total business

plan.To prepare this plan we are doing different types of analytical procedure,research about

product,market research and interms of that we are trying to prepared our business plan.

KFC, Pizza Hut, Taco Bell and other well-known restaurant brands in the world, respectively

cooking chicken, pizza, Mexican style food and seafood dining area ranked first in the world.

But we can create our own brand gorgeously because we are only the company that produce

the duck fried.We believe that our new methods of fried duck with 13 kinds of spices in

2010 and unique synthesis of cooking the recipe, its unique taste deeply welcomedby customers.

Our main vision is to achieve the customer satisfaction with the slogun Kill your noice by

taking Attic Salt Fried Duck. And we hope we will access the satisfaction level of customer

by providing better services.

body part asdf

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