The aim of this report is to make a business strategy for a startup fast food restaurant name

“The Wall”. The main focus of this strategy will be market expansion means we are going to
introduce our same tasty products (Burgers, Pizzas, etc.) to the new market. The market we are
going to focus is Islamabad because currently The Wall is doing business in National University
of Science and Technology, H-12 Campus. In NUST H-12 campus the Wall is very much popular
among the students because of its taste and price efficiency.
The report consist of thorough analysis of all the important factors which are going to challenge
us down the road of market expansion like market analysis, strategic competitiveness analysis
and positioning etc. this report also aims the opportunities and threats we are going to face and
how can we create a competitive advantage in the external market. Our goal is to effectively
use our assets and competencies to outlaw other food restaurants in that new market.
By the end of this report we have given a complete strategy plan for a start up to enter in to a
new market in order to maximize their profits and managing brand name in to the cuisine
business word.
Introduction:
“The Wall” was established in September 2017, and it is working since. The fast food café has
differentiated itself among the other cafes and Concordia’s of NUST due to its high quality
products and superior taste and they work hard to position themselves as the symbol of NUST
in Fast food.
For a business like these customer satisfaction and their value maximization is the ultimate goal
which ultimately help them gain profits over investments. The report is going to formulate a
business strategy which is going to help this fast food restaurant gaining some healthy profits
by expanding its burgers to the new market.
The Wall‘s slogan is “Meet Me At The Wall” which is pretty much popular in the customers of
NUST which are mostly students.
General Environment Analysis:
Demographic:
The Wall is doing its business currently in NUST H-12 Campus, Islamabad.
Their target customers are students with the age of 20 to 25 years old.
University students come under the umbrella of middle income group.
Societal and cultural aspects:
The students mostly are price sensitive in universities because they have to maintain their
budget.
After studying for too long they needed a break so a healthy food and cool breeze is not a bad
option.
Administration of NUST:
The NUST administration is very helpful for people who have entrepreneurial abilities.
They provide opportunities to the students to run their own businesses.
You just have to pay some fees to the administration as a rental fee.

Economical:
There is bad time going on for the overall economy of the Country.
Inflation is on the rise but The Wall didn’t increase their prices because they know their target
market and their needs and wants.
They haven’t increased their price since the day they are making quality burgers.
Objectives:
Business strategy for market extension in a new locale.
Analyze the strength and weaknesses of The Wall.
Compare the competitiveness of The Wall to that of its competitors.
Financial Insight.
Analyze the Promotional Mix for new market.
Scope:
The study will cover the business strategy for The Wall, along with the SWOT analysis. The study
will analyze the market and submarket and will give recommendations on how to implement
and what to do.

Products:
As we have established already that The Wall is a Fast Food Café so the range of products they
offer are pizzas and burgers basically but they also provide complimentary products which go
along with their main course. Following is the detail of products they offer.
Pizza

 7 inches
  11 inches
 16 inches
Flavors

 Chicken Tikka
 Chicken BBQ
 Chicken /Beef Pepperoni
Chicken Burgers

 Grilled Chicken.
 Jalapeno Chicken.
 Tennessee BBQ Chicken.
 Mushroom Melt.
Beef Burger

 Classic American
 Jalapeno Beef
 Tennessee BBQ Beef
 Mushroom Melt
Drinks

 Soft Drinks
 Water Bottles

Others

 Parmesan Pasta
 Chicken Strips
 Bucket of Fries
All these products are being cooked on demand except the soft drinks. A single order takes
about 5 to 10 minutes to cook. The main ingredients for Burgers are chicken and beef patties,
tomato, jalapeno, mushrooms, lettuce and sandwich buns.
The cooking ingredients we use for Pizza are cheese, dough, pepperoni, sauce, mozzarella,
jalapeno, and spices. These are the materials that are used to create a magic for the buyers at
The Wall.

Market analysis.
Consumerism patterns in Islamabad for fast food has increased during the last decade
according to the statistics of economy of Pakistan. The fast food cafés industries has shown a
rapid growth also so we can say that there is a direct relation between the per capita GDP and
the fast food industry. Fast food spending has increased 40% in Islamabad.

Weekends are the main days when most of the families of Islamabad come out for having a
lunch at dine in restaurants or students from different universities go for outing. So the basic
idea of our market analysis will be around the following units.

 Age - Youngsters, single, currently enrolled in universities and colleges.

 Family unit.

 Gender – we are going to target both the sexes because of the culture of this city...

 Income – Our target market will be middle income groups and lower middle income
groups.

We are going to give a brief analysis of the market because of the limited resources and time
duration.

Dimensions of the Market Analysis:

The specific area in Islamabad were we are going to open our outlet is pretty important sector
of Islamabad and most of the people visit this sector for shopping and eating. Shopping and
eating are interrelated as we can see this pattern during Eid days and other occasions, if
someone came for window shopping they are definitely going to visit a food outlet. It can be ice
cream parlor or a coffee café so it is a good location for our outlet.

As the population of Islamabad is 1,014,825 according to the recent consensus. So we have a

Youngsters are our main target here in Islamabad as our prime market. Markaz is the main
market of every sector and these are the places where people meet and hang out after a busy
day at university or at office. They tend to flock to fast food joints inside shopping malls across
Islamabad.

Our secondary market segment is the “Working Class." F-7 is seen as the center point of
Islamabad because of a bigger Markaz and a number of shopping malls. It is like a heaven for
the shoppers and job seekers who come from the whole country.

Lastly, F-7 Markaz is also the destination for “Families”. People like to eat outside their home
once every second week so we have a huge market in this area of population.

Market Segments (Pie)

Families
Workers
Youngsters

 
Target Market Segment Strategy

Why we choose this group has several reasons one of them is, “The Extraordinary Fast Food
Place” is our goal and the age group (17-25) is the primary age which is going to help us in
brand building. This market seek a price value relationship because of their low income or fixed
pocket money and we will help them to stay in their budget as well as enjoy the outings with
their friends and foes.
Our secondary target is between the ages of 25 and 37, which are more flexible with their
budget and consumption because of good income level and family systems, they seek more
than just a price/value relationship.

Market Needs

Our lunch strategy is dual purposed. We will fill the fast food cravings of this area by providing
good quality food and idea of fast food is quick bite not a heavy meal. Our core group wants:

 Something fried with a number of flavors.

 Speedy Service.

 Fun and Entertaining Environment.

 Hygienic and Clean Environment.

 A Global Perspective.

 Comfortable Place.

 Enjoys eating out.

There is a dramatic lifestyle change in the residents of Islamabad because of the increased
scope of international markets and commodities. People like to be respected and they seek for
value maximization in their buying.

Market Trends

In the past, Islamabad is the home for western food chains like KFC, McDonalds, and Pizza Hut.
These are the brands that were dominant in the region but now the trend seems to be shifted
from these western brands to “Made in Pakistan” products and services like Cheezious,
Engineers Kitchen, Food Way and Feast. Many local brands has grown from a single branch to
multiple franchises in the country.

The key to success for these food restaurants was the foreign tourists who wants to know the
food culture of Pakistan and they prefer locally made food and we know that Islamabad is the
first stop for every tourist who wants to visit the norther regions of Pakistan these tourists
could be international or national. So we see an increase in the demand of the local brands
instead of popular brands which are available everywhere easily. Islamabad is a modern and
comparatively advanced city of Pakistan so we see a higher literacy rate which helps to study
the market trends and their needs.