based Introduction
Home service and industry has the same concept of marketing like any other
industry, as the core ideas and tactics have the same main goals. The goals are
concluded in how to let your product to reach the customer , satisfy his need,
convince him with the product's value , and get the required price. Meanwhile wins
.his loyalty to the product which makes him to repeat ordering it
Of course we will analyze the market ,to see our strong points ,our weakness we will
try to maximize the use of our strong points meanwhile will try to improve our weak
points, Also we will get advantages of the opportunities and try to mitigate the risks of
.the business threats
We segmented our market in the area we used the dwelling clusters to indicate the
bracket classes we also used the house keepers laundry shops hair dressers , and
pharmacies to get data about the martial statues ,That in addition to the neighborhood
.relations
th
We also surveyed the business communities and the factories in 6 of October
Industrial area to the volume of their population, their behaviors, the time of their
attendance and their launch ours
That lead us to segmentation. We segmented population by two ways the standard of
living classes( A and A+, usually in villas and villas' compounds class usually lives
in flats and the employees of the business community ,C class which are the
population of the public constructions area and the factories workers ,D class which
are not a big mass in 6th of October and concentrated in the house keepers and their
families , guards security men, building and constructions workers ,servants and shops
.(assistants
We also segmented people by the marital statues ( newly married like in the new
constructed areas in El Sheikh Zayed and El Hadba , families which are concentrated
in the old areas if 6thof October single or lives by their own usually live in the
furnished rented flats), Based on that we started to prepare our plan .our strategy
.and our tactics
Planning
.We will prepare the plan for a simple productive unit
Our mission is to produce delicious s and fresh home made pizza targeting the high
and middle classes A+,A, and B .Our menu will include mainly a six types of pizza
.served in three sizes. In addition of sliced small type for children
Pizza's base will be prepared and kept in the refrigerator .ingredients will be added
and the pizza will be baked when we get the orders. Ingredients from the shrimps
sausages and the sliced meat and chickens will be prepared and kept in the
refrigerator that goes also for olives while vegetables will be brought fresh one day in
.advance
We will get a good profit margin .About 100%.over the cost
SWOT analysis
Strength
Low Overhead expenses
Fresh )ingredients, better quality than the standard systematic products )
Relatively low price
Available over 18 hours a day
Special homey taste
Flexible in conducting special orders and responding to the customers special
demands
Personalized service with the awareness of the area populations and their
.(status(.Customization of the products
.
Weakness
Not Branded
Limited capacity
Limited ability to access the main stream media
(Depends on Mona's personal experience,( One man show management
limited storing capacity
.Products are not standardized
Limited delivery services
.No seated area
.product not systemized and may be not identical all the times
Opportunity
Flexibility in building up strong relation with the customers which may give a
chance to explore their needs as .such contracting with the business companies and
.the clubs near by
.Can easily customizes its products to satisfy a wide range of needs
The existence of the big number of companies and factories with intensive labors
Competitors are limited in the area
.The existence of compound communities which facilitate marketing
Lack of security in the area may prevent people for go out side so they ask for home
.delivery
the establishment of the the Smart village nearby which may be good opportunity
for expansion in the next stages
Threats
The sudden change in the raw materials which may cause a change in the expenses
As we have a limited storing spaces and limited economic scale
The electricity current cuts which may tend to spoilage of the components
.Lack of availability of some components
The big chains promotions
Can be easily substituted by another similar products another house wives which
may enter new competitors to the area's market
Economic Analysis
Geographic and demographic analysis
The current population of 6 October area is estimated at about 2million we
calculated in our business plan that about an average 0.02% of the population will
eat pizza ie 2000 person will order pizza per day our project maximum capacity is
50 pizza per day then our target is 2.5% of the pizza eater which can be easily
achieved
Therefore in our strategy we decided to concentrate on the higher classes .That will
base on a special quality in the product and the packaging and the delivery runner
.uniform
As a new dwelling area The population in the area is increasing rapidly new zones
are under construction according to our research we expect an annual increase in the
population of 20% over the coming three years . We consider that in our forecasting
.growth plan
Transportation in the area can be easily covered by one motorbike runner that goes
with our plans to buy one on installment basis
Political risk
The political instability with the recession may affect our business however we will
.always try to be cheaper than the chains products
The lack of security may increase the home delivery than the seated areas orders
.which increase our opportunity especially in the evening
th
.
Seasonality
As we are targeting the higher classes we expect 50 % of our target customers will
travel
Mean while we expect an increase of demand by 30% in holidays and vacations .thus
.we expect a net decrease in demand by 20%
Also we expect the increase of demand at lunch and dinner ours therefore we will
.make our business ours from 12pm to 1am
We will begin with one oven which can bake four pizzas in half an hour. That
.brings our maximum capacity to about 50 pizza a day
Strategy and tactics
We will depend on penetration of the market mean while we will target a specific
classes
Advertisement and Technology
We can establish a web site .and we will receive online orders we can for a Google
.group and a face book groups for Mona fresh pizza lovers
Our adds will be printed and fixed on the windows and distributed in compounds
pharmacies super markets hair dressers and gas stations .We will give 1% commission
to the house door keepers compound areas security in a form of money or free
.pizzas .Also that goes to the super markets and pharmacies
In our budget we will distribute our first week production for free in the targeted areas
.with targeted customers
We will give special offers to the companies and banks employees also ti the language
.schools and the private university students
.
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