New Business plan

CCREATINGREATING DIFFERENCEDIFFERENCE

Entrepreneurship

Final Project

Submitted to:

Mr. Khalil Muhammad

Entrepreneurs:

Muhammad Farooq 073505-050

Usman Muhammad Ikram 073505-053

Sheikh Wajid Rehman 073505-056

Ali Javaid 073505-066

Entrepreneurship Page 1

AACKNOWLEDGMENTCKNOWLEDGMENT

First and foremost, we express our gratitude to Almighty Allah, the sources of

knowledge and wisdom endowed to mankind, we have revealed unto you in order that you

might lead mankind out of darkness into light by their Lord's Leave to the Path of the All-

Mighty, the Owner of all Praise.

We extend gratitude to our resource person, Mr. Khalil Muhammad who provoked us

to research on this particular area of Entrepreneurship, his valuable suggestions,

constructive criticism and helpful discussions broadened our vision and helped us in our

report.


Table of contents

Executive Summary.................................................................................................................6

Background of the industry.....................................................................................................7

Determining Factors of Tourism Industry............................................................................7

Tourism industry in Pakistan................................................................................................7

Problems in the Tourism Industry of Pakistan.....................................................................8

New Venture Creation Ideas...................................................................................................9

Company Introduction..........................................................................................................10

Croisade’s............................................................................................................................10

Needs of the Kids, Parents and School.................................................................................11

Kids Needs..........................................................................................................................11

Parents Needs......................................................................................................................11

Schools Needs.....................................................................................................................11

Problem Inventory.................................................................................................................12

Our Business theme................................................................................................................12

Type of Business.................................................................................................................12

Easy formation....................................................................................................................13

Easy to create Capital..........................................................................................................13

Combination of Skills.........................................................................................................13

Equal distribution of power and profit................................................................................13

Reducing risk......................................................................................................................13

Benefit of Specialization.....................................................................................................13

Flexibility in Operations.....................................................................................................14

Core components of Croisade’s.............................................................................................14

Our Innovation/Value.........................................................................................................14


Our Customers....................................................................................................................14

Our Competitive Advantage...............................................................................................14

Differentiation.....................................................................................................................15

Mode of earning..................................................................................................................15

Growth Model.....................................................................................................................15

Competition.............................................................................................................................16

Vision.......................................................................................................................................16

Mission.....................................................................................................................................16

Care, Commitment, Quality................................................................................................16

Goals and Objectives..........................................................................................................17

Our Key Values...................................................................................................................17

Management Plan...................................................................................................................18

Operational plan.....................................................................................................................18

Location..............................................................................................................................18

Office Timing......................................................................................................................19

Supervisor’s duty................................................................................................................19

Bus Suppliers......................................................................................................................19

Food....................................................................................................................................19

Registration of Company....................................................................................................20

Advertisement.....................................................................................................................20

Market Research....................................................................................................................20

Marketing Segmentation.......................................................................................................21

Geographic..........................................................................................................................21

Demographic.......................................................................................................................21

Psychographic.....................................................................................................................21

Marketing Strategy................................................................................................................22


Target Market Segment Strategy........................................................................................22

Strategy...............................................................................................................................23

Promotion............................................................................................................................23

Promotional Budget............................................................................................................24

Pricing.....................................................................................................................................25

Distribution Channels............................................................................................................25

PEST Analysis........................................................................................................................26

Political Factors...................................................................................................................26

Economic Factors................................................................................................................26

Social Factors......................................................................................................................27

Technological Factors.........................................................................................................27

SWOT Analysis OT................................................................................................................28

Strengths.............................................................................................................................28

Weaknesses.........................................................................................................................28

Opportunities.......................................................................................................................28

Threats.................................................................................................................................29

Procedure of the trip..............................................................................................................29

Future Expansion...................................................................................................................30

Appendices...............................................................................................................................31


Executive Summary

“Croisade’s” is a new and creative idea of developing a tourism agency, which will provide

facilities in tourism for kids. The idea is creative in a sense that there is no direct competitor

of our business because no one is doing such a business. We have done enough market

research and got a very positive response regarding our business idea and we are going to

practically start this business after the summer semester.

We are four partners investing Rs. 100,000 each to start this business. Actually our business

is all about providing tourism services to the schools where most of the students belong to

middle class. We are targeting those schools that don’t have their own buses and having

problems in arranging tours. We have developed fully supervised tour, games and activities

for kids of 1st class to 10th class/0-level of Lahore. For this purpose we are offering several

packages catering the needs and problems of all kids, parents and schools.

As far as our management team is concerned we four partners are groomed enough to handle

the administration, marketing, operations and accounts activities. For suppliers, we strongly

believe in supplier relations concept, therefore we have made long term commitments with

our suppliers regarding buses and food stuffs, with this we will get quality services at low

cost.

Currently we are planning to organize tours with Lahore domain because this is just a start

but we have a long term plan of expanding our business to other areas in Pakistan and we will

also broaden our target market to families and corporations.


Background of the industry

Tourism is a major export-oriented industry, in almost all countries, which have taken it seriously. The economies of many countries and their balance of trade are dependent entirely on tourism. At international level, it is the second largest manpower employment industry in the world after the oil industry. In some countries like France, Italy and Spain, the revenue earned from tourism has even surpassed the profits from big industries. Like other industries, which have undergone major changes in their operations due to modern technology, tourism industry has also been undergoing major changes. While talking of innovations, the western countries have taken keen interest in the promotion of tourism and have done practically everything possible which can attract the tourists. From guided tours to hotel bookings and cheap air ticket, nothing has been left unattended which can bring inconvenience to the tourists. Thus the development of tourism in a country leads to its economic development.

(www.jang.com.pk/thenews/spedition/tourism)

Determining Factors of Tourism Industry

Economic situation Air Transport Hotel Sector Trends in the demand Traveler behavior

Tourism industry in Pakistan

Pakistan is known at all in the world of tourism, it is essentially because of the mountainous regions of the north; the four mountain ranges of the Hindukush, Pamir, Karakoram and the Great Himalaya form the densest concentration of high peaks in the world. Yet the most notable feature of the country’s topography is the diversity of its landscape, from the coastal regions and the deserts of the south to the lush plains of the 2500 km long Indus River which courses through the country, rising in Tibet and emptying into the Arabian Sea. Historically and culturally, too, Pakistan offers far greater diversity for the tourist than is generally assumed: although an Islamic country, the local culture is enriched with the influences and resources of over half a dozen ancient civilizations that have flourished here since the 4 th

Millennium BC. The historical and archaeological sites of the Gandhara and Indus Valley civilizations, Moenjodaro, the Mughal Empire; these treasures are relatively unknown outside the country and are rich resources for the development of tourism in Pakistan.

Tourism is now the world’s largest and most widespread industry. There were 670 million tourists in the world in 2000, of which South Asia welcomed some 6 million visitors.


http://www.jang.com.pk/thenews/spedition/tourism

Pakistan’s share was approximately 400,000. However, only 13% or one in seven of every international arrival is classified as a ‘tourist’, the rest being business travelers and overseas Pakistanis visiting their families.

Contrary to general belief, tourism in Pakistan at this time is a supply-led rather than a market-driven industry. Mountaineering and trekking are now reaching saturation levels and other tourism assets have been downgraded by poor infrastructure and low standards. Due to the lack of a marketing strategy and funds, Pakistan has little or no influence in the international marketplace. By comparison, Nepal, a country also in the South Asian region and smaller than Pakistan, whose major tourist attractions are the mountains and trekking, boasts steady growth of over 6.5% per year in the tourism sector. The reason may be attributed to a better international image, more government and private sector support, and a public-private sector partnership with institutional cooperation responsible for destination marketing and promotion.

Problems in the Tourism Industry of Pakistan

Pakistan has poor infrastructure to attract tourists in the country. We have not remarkable improvement in the infrastructure, which should be good enough for facilitating the tourists.

Mountain Areas in Pakistan have problems like deforestation, land utilization, unplanned growth of tourism industry and mushroom growth of accommodations. And most of this entire situation is due to lack of financial resources and limited job opportunities.

Pakistan is also lagging behind in the field of technology e.g. Pakistan does not has proper communication system which can also be helpful for the tourist to go and travel from one place to another.

Tourism industry has also faced another negative situation during the last 2 decades while some investors having huge money from ill-gotten money invested in small hotel and medium hotel industry. These people do not care about basic of tourism because their interest was to whiten their money not to run hotels/motels. In majority of cases, they are not running their hotels rather they have given contracts to other people to run their businesses.


Pakistan has to reduce security risk, attacks on mosques and churches, and other related issues to enhance tourism as it’s also one of the major problems of our industry.

Pakistan is associated with terrorism and fundamentalism abroad due to which the tourists are hesitant in coming to Pakistan, particularly after 9/11 events. Therefore from here another problem arises which is the basically related with the image of Pakistan.

People in our country needed to change their behavior and social outlook to attract foreign tourists. Because instead of cooperating with tourists, Pakistanis create troubles for tourists and that is why they are reluctant to visit Pakistan.

Lack of awareness amongst the general public about the structure, impact and benefits of tourism.

Limitations on adequately trained personnel in all sectors.

Outdated regulations and over-regulation of tourist services and facilities in certain areas and a lack of regulation in other areas.

Lack of investment in tourist facilities and services by both national and provincial authorities and few incentives for private investors.

New Venture Creation Ideas

Opening Guiding Agency for tourist to provide information, tour packages, tourist transportation facilities.

Developing Advertising Agency for tourism to create awareness by producing publicity and promotional material for distribution at home and abroad and by charging commission from related concerns.

Building Hotels/Motels for Tourists (according to the international standards).

Establishing Tourism Transport Providing Company.


Tourist Assisting Company for providing Airline Tickets Booking, Hotel Reservation and contacting with Guiding Agency.

Company Introduction

Croisade’s

Our company name is Croisade’s which is a French name that means expedition, tour,

journey or voyage. We choose this name because it has a bit unique identity and meaning.

We are going to develop a tourism agency, which will provide facilities in tourism for kids.

We will have contacts with restaurants and transport agencies, which can provide facilities to

our target market so we will develop fully supervised tour, games and activities for kids of 1 st

class to 10th class/0-level of Lahore. We are giving different packages according to our

customer demand.

These were the brief and comprehensive details of overall business and now here we are

going to discuss few of the operational details. In this regard we shall be renting out an office

at Main Haider road near allied bank in Lahore which will probably cost us to Rs.9000. We

will be maintaining a database of the schools, transport agencies and restaurants (We have the

ability to build this database ourselves so there won’t be any cost for this). We will have

contacts with different schools and will market our agency by meeting with them personally

or through mails and letters. As far as transport agencies and restaurants are concerned, after

complete market research we chose skyways travelers and Mohammad Aashiq cooking and

catering service for food arrangement.

In the same manner, we may also have contacts with the Site authorities and may have any

kind of contract with them for bringing the students to those particular places. By doing so

we can charge our commission for bringing the children to those specific places but for this

definitely we have to create some kind of attraction and interest for the kids.

For designing the packages the needs and problems of all kids, parents and schools should be

considered. So we have sorted out some general needs and problems regarding kids, parents

and schools, so it would be easy to develop packages that would cater need and solve

problems of all kids, parents and schools.


Needs of the Kids, Parents and School

Kids Needs

Kids want interesting & entertaining places.

Kids need visits which should not only provide them chance of learning but

enjoyment also.

Kids need freedom.

Kids need activities, games and equipments during their visits.

Kids do want to have food items of their own interest.

Kids want to go for tour with their friends.

Kids want to acquire enough money for their amusement.

Washroom facility is one of important needs of the kids.

Parents Needs

Parents want their kids to be secured during their tour/visit for example tours should

be arranged at safe places and bus-driver should drive carefully.

Parents want their kids to be cared and looked after.

Proper food facility is also demanded by the parents.

Parents want their kids to be entertained at affordable rates.

Parents want their kids to have good companionship during tour so as to avoid

quarrelling among themselves.

Schools Needs

Schools want their students to be motivated in studies through tours.

Schools need parent’s cooperation & coordination with them by supporting

financially and permitting their kids.

Schools want their students to be properly dressed up by parents and have related stuff

required for tour.


Schools want the agency to provide them their required facilities at affordable

charges.

Problem Inventory

Lack of Security/safety.

Threat of Accident like driver may drive fast or he may be a drunk.

Family/Parents restrictions.

Mischief kids can create problems.

Diesel Prices (transportation).

Proper dresses.

Financial problem(Related to Middle Income level Class)

Restrictions from teachers.

Conflicts among Kids (lack of coordination).

Weather changes (rain) for kids’ tourism out of Lahore.

Tiredness.

Our Business theme

Our business theme is to provide a quality services, at a reasonable price. We have always

believed in Determination for honesty and hard work to provide our customer a service which

gives them full satisfaction.

Type of Business

We select the partnership form of the due to the following reasons

Easy formation

Setting up a partnership is relatively easy. All that is required is for the people concerned to

agree to share the decisions within a business, or start to work together as joint owners of a


business. If this happens, they are automatically considered to be partners and will share both

the responsibility and profit.

Easy to create Capital

As there is more than one owner, there will be more money available to help set up the

business.

Combination of Skills

New partners can bring in new skills and experience that may help the business to make more

profit.

Equal distribution of power and profit

You can share out the responsibilities between the partners. This means that no single person

is responsible for running all of the business.

Reducing risk

If the business experiences financial difficulties there will be other people to share the costs

with you. This reduces the risk of losing money.

Benefit of Specialization

Since all the partners are owners of the business, we can actively participate in every aspect

of business as per their specialization, knowledge and experience.

Flexibility in Operations

A partnership firm is a flexible organization. At any time, we can decide to change the size or

nature of the business or area of its operation. There is no need to follow any legal procedure.

Only the consent of all the partners is required.


Core components of Croisade’s

Our Innovation/Value

We are giving services of kid tour organizers. We will arrange trips for schools at different places within lahore and outside lahore.

This is an innovative businss because we are the first to do this kind of business in Pakistan. The value we are going to give our customer is that we will take every responsibility arranging of buses, food stuff, security of kids and other arrangements at tour sites. We will take pain and tension of schools and parents who fear to organize such kinds of trips by arranging each and every thing by ourselves.

Our Customers

We are dealing in Business 2 Business model. We are offering our services to diffrents schools in lahore.

According to our research, we came across a result that there are large number of schools whose free is on average Rs. 800 to 1500. Most of the students of these schools belongs to middle class. As we know that there huge market gap for the entertainment for middle class. So we are trgeting them to provide them entertainment.

Our Competitive Advantage

We are providing a trip organizer service for schools at a reasonable price, so that everyone can afford it. This kind of business is not operating in Pakistan and we are the only one who gives such kind tourism services.

Skilled management team, who will efficiently control all the activities related to marketing, operations and finance.

High quality, strongly differentiated service. Ability to be flexible and to react to individual customer’s needs and other change. Reasonable Price. Providing Security

Differentiation


We will adopt innovation leadership strategy by offering unique services by providing them different packages of trips that have never been offered in Pakistan before. This is unique business idea that will give extra value to customers and an easy way of entertainment.

Mode of earning

We chose two modes of earning High Volume and High Profit Margins.

With greater number of students going on the trip we will reduce our profit margin and earn profit from the volume. On the other hand if the number of students are less than we will increase the profit margin so that to earn good profits. The minimum amount of students would be 50.

Growth Model

We are aware of the fact that we are doing an innovative business so we have to create awareness in the market to do our business. We are going to follow growth model. We are very much confident that we will grow in future. Firstly, we will cater almost all the schools in Lahore who are catering the middle class students. At the start we will reinvest all the profit in our business to grow further and expand our all business activities.

After doing a successful business in Lahore we will go outside the Lahore to other cities and also increase our segment bracket. We will also increase the site areas in our package to provide wide range of options for our customers.

We will look forward for family entertainment tours, by offering different family packages for different places all over the Pakistan.


Competition

In Pakistan there is no direct competitor for our company. As we are the first one who is doing this kind of business and providing these kind of service.

A kind of threat or competition that we may face is from the schools as usually there is trend to arrange the trips by the schools themselves. These are the things that we have to keep in our mind while doing our business.

Secondly we may face competition from tour operators/ travel agents operating in the country as they may start the same kind of service for the schools as they already have an established setup and contacts with bus dealers. So we will face significant competition from them.

Vision

“To provide an excellent, convenient and entertaining tour service to our customers”

Mission

”Travel should be an education in itself, what we learn from our experiences will help influence and mould our lives. Every child comes away from a trip having learnt something that will influence them educationally, socially or both, to encourage them and give them a thirst for learning”.

Care, Commitment, Quality

Croisade’s is an independent company specializing in educational and recreational visits to some of the most cultural and scenic areas of Lahore. Our friendly and knowledgeable staff plans your school trip to meet your educational and leisure specification and will work carefully with you to meet your budget.

We recognize that each school’s requirements are different and that no two school trips are the same. One member of staff will work with you to plan your journey to ensure you can relax, happy in the knowledge that your tour is being handled by experts.

The business of our company is to provide and organize informational and educational knowledge of local destinations and handle all processes in arranging the school trips. This


we do to take all the hassles of planning a trip and all we ask is for you to sit and enjoy the ride.

Goals and Objectives

Initiate a plan of action to provide better educational and entertainment tour services.

Reduce cost and increase profits.

Bring new methods and procedure to enhance profitability.

Strengthen present customer base and expand customer base to outside areas.

Not to limit our business to school trips but also go for family trips and entertainment.

Our Key Values

We are guided by our core values; they are the source of our motivation and the central purpose of our being here. Our values are based on the promise of providing:

Knowledge and understanding of our customers’ needs. Recognizing the customer as our top priority. A wide variety of highest quality trip packages for all needs. Reliable, accurate and quality information. Unbeatable personalized service delivery. Making affordable packages for our travelers.

We build on our core values daily through our people, the brand, and our cost effective pricing policies. We are defined by our core values in the delivery of quality, highly personalized and professional tourism experiences to our esteemed customers. To us, we go out of our way not only to provide trips but to create strengthen and smooth relationships with customers. Such relationships have overtime proved very critical to the very resounding success of our business. We care.


Management Plan

In our hierarchy we have operations manager, admin manager, finance manager and

marketing manager who also deal in personal relation. Operations manager deal with all the

activities of school trips which include Booking of Buses, Hiring of Security guards for daily

bases, Assigning supervisor for guide and entertainment the student on trip and who will be

responsible for serving of food for children. Admin manager will look at the day to day office

affairs. Account and Finance manager deals with accounts and maintain record on daily basis.

While marketing manger manage marketing activities, personal relations with customers and

also identify gaps.

Operational plan

Location

We will have one permanent office in order to operate day to day operations. We have

selected Main Haider road near allied bank limited in Township, for the purpose of our

permanent office. We have selected this location due to the easy access to the different areas

of Lahore. We will handle all of our operations, related to Accounts, Marketing, and

Operations from there. Every operation are done from the office, customers can either call

our admin manager on phone or visit our office for information regarding different tour

packages and booking of arrangement of trip before 3 days. Once order is placed, operational

manager contact Skyways for booking of Buses and security guard. He will also arrange food

item according to requirement of trip.

Office Timing


Operational Manager

Accounts and Finance Manager

Marketing Manager and Personal Relations

Administration Manager

Our office hours will be 9:00 AM to 5:00 PM.

Supervisor’s duty

Staff Assistant work is to collect the food (Unpacked/Packed) items and bring them to

School. The responsibility of supervisor is to check the list of name of students provided by

the school who are sitting in a bus, distribution of food to children at entertainment or

historical places, and overall inspection of children with the help of security guard and

teachers during trip. He is also responsible for the on time arrival and departure of buses.

Bus Suppliers

Our operational manager contact skyway for booking of 49 seated buses after the order is

placed. The booking of bus should be done before 2 days of trip and also timing will be

mention to Skyway’s General Manager. So they should arrange and send buses on time at a

mentioned place. Skyway’s General Manager also provides us a Guard on daily wages basis

for security purpose of both Children and Buses.

Food

Operational Manager will also arrange the food item according to the customer’s

requirement/Packages for trip.


Registration of Company

We will take the services of lawyer for the registration of our company name. Our lawyer

(Sheikh Muhammad Younus) will full fill all the legal requirements for the registration of the

company name. The fee of the lawyer & the legal registration fee is Rs5000.

Advertisement

Our Marketing manager will handle all these marketing relating and personal relation

activities. He will give order for the printing of broachers and Cards. He is also responsible

for the ads in newspapers.

Market Research

Before start of our business that was a challenge for us to do market research for tour service providing company. We partners selected to go for direct market research because by this we will do our market research and also give introduction of our business to the schools.

We personally meet with few teachers of different schools who tell us about the problems that are faced by schools in arranging the trips. When we give description of our business to them they were really impressed that we analyzed this gap. They also give us a positive response about this business but they advise us to do direct marketing and to meet personally with the heads of the middle class private schools.

We randomly selected few schools and visited 14 middle class schools and we almost get same kind of response but as we said earlier concerns were there but after the complete description of our services and our commitment towards doing this business we are able to satisfy them and they are showing our interest in taking our services.

We go to different schools and give the whole description of our business and ask them about their views. The views of the schools were quiet positive but they have few concerns regarding our services. When we meet the principal of Azeem Talent High School he was really surprised by this kind of innovative services. He had his concerns regarding the security and the arrangements. But when we discussed the arrangements that we have done we were able to answer his 90% questions. 10% questions were because we are introducing a new business.


We also discussed our business with Mr. Tahir a senior representative of Kips school and discussed our service providing business. After complete description and the persuasion process we were able to convince him and get a positive response.

By this market research we get a positive response from randomly selected schools and conclude that this is feasible business and we can earn good profits.

Marketing Segmentation

Market segmentation is dividing a market into a sub-set of a market made up of people or organizations sharing with one or more characteristics that cause them to demand similar product and/or services based on qualities of those products such as price or function.

Geographic

We are targeting different schools of Lahore in different areas, they will get our services by simply calling or coming to our office for booking and any other changes they want to do in a tour.

Demographic

In demographics, Junior and High school from Play Group to O-level/Metric is our potential customer. We are targeting those schools where children belong to middle class and the fee of these school ranges from on average Rs.800 to 1500.

Psychographic

Personality: Schools who wants to make good will in society. Those type of Schools who motivate children to learn not only academic education but also social education.

Attitude: Schools who encourage extracurricular activities like educational and entertainment trip.


Marketing Strategy

The key to our marketing strategy is focusing on convenience and entertainment.

“Croisade’s” can cover a reasonable a share in the market because of the differentiated

service.

Target Market Segment Strategy

Our target markets are different school of Lahore situated in different areas like township,

Johar town etc. And schools are Kips, Educators, and Musab etc. We chose theses’ school of

Lahore because many of the schools are for middle class people. And there is no

entertainment for middle class in Pakistan. Upper class have so many place to go like Gym

Khan, royal palm etc. and lower class usually have their own lifestyle and entertainment, they

don’t bother to go anywhere. They get their entertainment by going to local parks. But for

Middle Class there is no such place and their children lack from entertainment. Currently,

there is a huge gap for entertainment of middle class. So the focal point of our marketing

strategy will be direct on door and face to face contact with individuals and give them an

excellent convenient and entertaining tour service for their children.

We will assure our customers that we provide best services at reasonable rates that everyone

can easily afford.


Strategy

The Marketing strategy goes through following phases:

We will first have to Create Customer Awareness regarding our services by going

personally to different school owners, visiting through references and contacts and

establishing good personal relations.

We will develop our customer base by direct marketing.

With excellent service providing and exceeding customer expectation we will develop

customer’s trust.

Promotion

We will arrange an opening ceremony of our business. We will invite representative of

different schools. We will demonstrate our mission, vision and whole theme of business

along with the packages. We will also give them brief lecture on recreational trips for

learning of children. We will also create awareness by doing social marketing that there will

be a percentage from you package used for social welfare e.g. disable and orphan student

trips.

For promotion, we will use print media in order to reach our customers. In print media we will

use Broachers, Pamphlets in Newspaper for advertisement.

Broachers are the fastest channels used in order to spread information to students, parents and

school faculty. They will also tell us about our location, where we handle our all operations.

Different packages are also mentioned on broachers.

We will use broachers and pamphlets on weekly basis as we have to inform different schools

about our new packages plan. We will spread these broachers and pamphlets to school faculty

and students in order to spread information for our service. Banners will be used to spread

information about our services. Notices boards will be used as well for the same purpose as

that of broachers and pamphlets because notices board is one of the fastest channels in order to

spread information.


Graphic image support will be used. For this purpose, we will design logo, cards, letterhead

and broachers. Letterhead is required in order to register our name. Cards and broachers are

required in order to give to our suppliers and companies if they need our services. Broachers

are required to spread information about our services.

School owners, faculty and Students can give their feedback about our services as well as they

can tell us about more services which they need and how we improve our services.

We need such channel which is cheapest, fastest and easiest. These all channels are fastest,

easiest and cheapest. If we select some other channel then it will be costly and not much

frequently used by students.

The most important channel which we will use will be word of mouth of customer. We will

achieve this by providing efficient and quality service to our customers. Also, we will use our

network of friends in order to spread awareness about our services.

We want to create image of timely, cost efficient and quality service provider in the mind of

our customer. We want customer to see us as easily accessible, excellent tour provider and

always there for them.

Promotional Budget

Promotion budget with items are given in following:Before Startup

Item Quantity Per unit Cost Total CostBroachers 1000 3.8 3800Pamphlets 1000 0.6 600Letterhead 5 240 1200Cards 1000 0.5 500Grand Total 6100

Opening ceremony

Item Total Cost


Hall 10,000Invitation card 1,000Food 13,000Grand Total 24,000

Pricing

The prices of our products will vary because of diesel prices. As diesel prices will rise our

charges will rise because the rent of buses will rise. So before any commitment should be

made we will check price of diesel first. We calculate cost of our service and then set

reasonable price that everyone should easily pay us. Price is a major competitive factor in our

services. We will not charge the price more than the value of service and our profit margin will

also be very reasonable.

Before setting price of products, following factors are under considerations.

The market and demand.

Other external environmental factors like rates of Gold and Fuel.

Distribution Channels

As we are the service provider, so we will do direct selling. We personally go to different

school. We will adopt door to door marketing technique in which our marketing manager and

personal relation go to different school and tell them our services and its packages. We have

our own office from where operations will be handled. People will acquire our services by

coming to our office.


PEST Analysis

Political Factors

Political arena has a huge influence upon the regulation of businesses. It includes government

regulations and legal issues under which businesses should operate. Current political

condition of Pakistan is very bad due to many reasons. For example the current Government

in Pakistan is a coalition of many parties so there are many issues that keep on arising

between the coalition partners. Secondly the government is facing terrorism problems all over

the country, the Military intervention in governmental issues is also there and there are many

more factors that reflect the political instability of Pakistan. All these factors pose threats to

the business development opportunities in a country.

The recent budget announced by the Govt. has added fuel to the fire. Increasing GST and

implementing VAT will have its consequences on the business. Government’s taxation

policies will definitely affect the buying power of the individuals in Pakistan.

Economic Factors

Economic factors affect the purchasing power of potential customers and also affect the

individual company’s offerings.

Pakistan is a developing country with an unstable economy with ever increasing trade deficit.

For this Govt. of Pakistan had to seek the help of IMF in 2008 to help its economy grow.

Inflation rate is at its highest in the country and is constantly increasing with high rate of

unemployment.

GDP growth rate of Pakistan is not also very encouraging and the exchange rate is also

getting higher as the local currency is also not stable.


Social Factors

The life in Pakistan is becoming fast paced. People don’t have that much time because they

have to work hard to make both ends meet. However, generally Pakistani people are whole

hearted and entertainment loving.

The overall life style in Pakistan is constantly changing because of mass migration to urban

areas and also one of the key factors is imitating the western culture especially in the

metropolitan cities. People love to travel a lot but there are concerns over safety and security

while travelling because of the law and order situation in the country.

Technological Factors

The rapid development of technology is affecting the businesses in Pakistan and all over the

world. Changes in the technology have changed the way businesses operate i.e. Internet

booking for tickets and holidays.

Faster changing development in technology creates a need to react quickly for different

businesses in order they want to maintain the competitive environment by providing the same

innovative services, which their competitors are offering.

In Pakistan technological awareness is ever increasing. Most of the people use mobile phone

and have an internet connection. Businesses are also looking for more and more automation

as the overall trend has changed.

SWOT Analysis OT

Strengths


Our first and foremost strength is our competitive and creative idea of business.

Secondly our slogan of High quality, strongly differentiated service

We will be providing customized services to cater individual customer’s needs

Skilled management team, who will efficiently control all the activities related to

marketing, operations and finance.

Weaknesses

Our company has no market presence or reputation

We have a small staff with a shallow skills base in some areas like travelling

knowledge of different areas

Due to the prevailing security situation in the country it’s a risk for our business as

there could be a security concern for schools and parents

Opportunities

We have a great opportunity to expand our business for tours of families especially

middle class to different areas of Pakistan.

We can also expand our business to Tourist Assisting Company for providing

Airline Tickets Booking, Hotel Reservation and contacting with Guiding Agency


Threats

Usually the schools arrange their own trips so this could be a threat to our business

and we will have to be more economical and valuable for our customers.

Though there is no direct competition but we have a definite threat from current

tourism agencies catering a different target market.

Unstable fuel prices can also be a threat to us as our costing is very much dependent

on fuel prices.

Procedure of the trip

Whenever the order comes, our operations manager will arrange for the bus and the food

stuffs required for the trip. As per our contract with the transport company we have to book

the buses at least two days before the scheduled day of trip.

Trips outside Lahore will start from 7.30 AM and we will be back by 8 PM. Our crew on the

bus will include supervisors and security guard as per number of buses. The security guard

will assist the supervisor in operational matter when the bus is on the move; however, his

primary duty is to provide security to the bus and kids.

The Supervisor will first of all load the bus with the food items; he will make sure that all the

food stuff is well packed and ready before going to the school building. In the school our

operations manager will give a brief introduction of the trip to the students and the teachers.

He will ask the accompanying teachers to select a few students to act as prefects during the

trip. This will not only provide students learning opportunity but will also create leadership

skills in the children minds. These prefects will help other students to get their issues resolved

through the help of supervisors as well as maintaining discipline during the tour.

The supervisor with the help of security guards as well as prefects will distribute the

refreshment box in the bus to all the students and teachers. After that when we reach our

destination the supervisor will tell the students about the history of the places and the myths

related to it. Then there will be a complete informational tour of that place keeping in mind


the learning outcomes of the students and around 2 PM they will be provided lunch as per

selected package.

After the lunch there will be some recreational activities like football, cricket game between

students or any other activity. These activities will continue for almost 2 hours and the aim is

to let the students feel free and enjoy themselves. Then at around 5 PM we will be returning

to the School’s building back in Lahore.

Future Expansion

In our business there are lots of opportunities in the Pakistani market. We are also going with an optimistic approach regarding our future expansion. According to our research schools are also looking forward to this kind of services and our quality services will also give satisfaction to them.

Firstly, we will increase number of spots for the trips. We will offer packages for historical places, spiritual places and hill stations. The hill station packages will be for more than 2 days. We will also offer packages of summer camps to schools. This is will give a charm to the schools and they will arrange more orders for trips. We will also target the collages that don’t have the facility of the bus service and the collages that have bus services but they can’t provide there buses for this purpose.

After that we will look forward to make our new offices in other cities of Pakistan. We will provide the same quality services to them. Initially we will go to cities like Islamabad, Faisalabad, Multan, Sialkot, Sahiwal etc. we will go one by one to these cities in coming years to cater this huge market segment.

We will expand our business by offering our services to the corporations and giving them a full fledge packages so that they attract to take our services. There are number of corporations that are currently going on away days by arranging themselves. So, we will easily cater them by our already established brand name and quality services.

In the coming years we will target the middle class families because there are no such entertainment facility for them in reasonable prices. According to our research work these middle class families rarely go for entertainment trips inside Lahore and to hill stations. We will give our services at very economical prices with full security. It’s difficult for us to convince them but once we convince them we will open a huge market for our business.


Appendices


Education

New Business plan