A PROJECT REPORT ON “RESEARCH & COMPETITIVE ANALYSIS” IN PARTIAL FULLFILMENT OF THE REQUIREMENTS OF SUMMER INTERNSHIP PROGRAMME IN THE MBA DEGREE OF GUJARAT TECHNOLOGICAL UNIVERSITY PREPARED BY: - HARSH KOTHARI GLS-ICT (BATCH 2010-2012) ROLL NO: G1013 SUBMITED TO: DR.“ KAVITA KSHATRIYA” EXTERNAL GUIDE: “SHILPA NAIR” [MARKETING MANAGER] COMPANY NAME: “ANIL HOSPITALITY VENTURE LTD.” GLS INSTITUTE OF COMPUTER TECHNOLOGY AHMEDABAD [ GLS-MBA ] GLS INSTITUTE OF COMPUTER TECHNOLOGY (GLS-ICT MBA) Certificate This is to certify that Mr. HARSH KOTHARI Enrolment No. 107140592042 student GLS INSTITUTE OF COMPUTER TECHNOLOGY (GLS-MBA) has successfully completed his Summer Project on “RESEARCH AND COMPETITIVE ANALYSIS” at “ANIL HOSPITALITY VENTURE LTD.” in partial fulfillment of the requirements of MBA programme of Gujarat Technological University. This is his original work and has not been submitted elsewhere. _______________ ____________________ Dr. Hitesh Ruparel Dr. Kavita Kshatriya Director Professor & Project Guide Date: _________________ Place: _________________ Page | 2 Declaration I Harsh Kothari, Enrolment No. 107140592042 student of Gls institute of computer technology hereby declare that I have successfully completed this project on „research and competitive analysis‟ in the academic year 2010-2011. I declare that this submitted work is done by me and to the best of my knowledge; no such work has been submitted by any other person for the award of degree or diploma. I also declare that all the information collected from various secondary and primary sources has been duly acknowledged in this project report. Name (enrolment no) Page | 3 PREFACE Barring price wars among the leaders, nothing marked the restaurant sector. Feeling great pleasure in presenting this project report based on competitive analysis of restaurant. I have prepared this report by performing research work during my summer internship program in Anil hospitality venture Ltd. A pure subsidiary branch of a Anil groups and company. This summer internship training is the part of our M.B.A programmed. Which is the best medium of getting practical knowledge. Only studying of management theories do not serve the purpose of our M.B.A program. Getting of practical knowledge is equally important as getting of theoretical knowledge. Thus this summer internship program is very helpful in getting experience of working in a real practical world. While studying different marketing cases and problems during my graduate and post graduate program I have mention that lack of marketing strategy management is one of the major causes for the company. Proper management of marketing Strategy is very much important to maintain the continuous flow of the business operations. Hence it is playing a key role in success of the company. Hence I have prepared this project on “Competitive analysis of restaurant” which will be helpful to all those people interested in it. I am very much thankful to my internal guide Dr. Kavita Kshatriya and to my external guide Shilpa Nair marketing manager of company for giving me guidance in undertaking research work and in preparing my project report. Page | 4 ACKNOWLEDGMENT A pleasant task of reciprocating by words to those who helped me directly or indirectly in shaping this project work is constrained only by a limited space for describing the nature of debts to each one of them. My deepest sense of reverence and ineptness to our Dr. kavita kshatriya for her keen interest, invaluable guidance, inspiration, immense zeal for hard work, perfection and a positive outlook towards the subject. Her scholarly intellect, profile persuasiveness and insistence on reality have always been and shall always to be a guiding light in the darkness of our ignorance. I express my deep sense of gratitude and ineptness towards Dr. Hitesh Ruparel Director of G.L.S Institute of Computer Technology, Ahmedabad, for providing me invaluable guidance during my project work. I am also thankful to my external guide Shilpa Nair and all other staff members of Anil hospitality venture Ltd. I express my deepest sense of regards to all my faculty members for their co-operation during the study of project. I express my cordial thanks to my friends and all my classmates who have directly or indirectly helped me during the project. Page | 5 EXECUTIVE SUMMARY In this development and changing world, I feel proud for being a student of M.B.A full time course offered by Gujarat Technological University, Ahmedabad. This project is based on research and competitive analysis of Amazo restaurant. This project starts with the introduction of the restaurant industry and the company, basics of what company is doing to retain its customer and other various schemes that they introduced. Its aspects in the company and the calculation of the operating cycle from which we can understand the company‟s condition , SWOT analysis, findings and porters five force strategy. That also been a promotion strategy for amazo restaurant. and the marketing component to be related to marketing of amazo. Analytical part of the report contain company‟s & competitors part of strategy for the part of what they are doing to attract the customers . Other than that analysis of the customer satisfaction to the relevant to the restaurant . Page | 6 INDEX Sr. Particulars Page. No. No. I Certificate 2 II Declaration 3 III Preface 4 IV Acknowledgement 5 V Executive Summary 6 CH-1 Project Introduction 9 1.1 Statement of problem 10 1.2 Objectives of study 10 1.3 Research methodology 11 1.4 Research design 12 1.5 Usefulness & limitations 13 CH-2 Company introduction 14 2.1 Overview of company 15 CH-3 Restaurant industry 21 Chapters 3.1 Introduction of Restaurant 22 industry 3.2 Types of Restaurants 23 3.3 Types of Cuisines 37 3.4 Growth of Restaurant 51 industry in India 3.5 Restaurant Industry 55 analysis CH-4 Competitive Analysis 58 Page | 7 4.1 Introduction about 59 competitive analysis 4.2 Introduction about Amazo 60 4.3 Competitors of Amazo 61 4.4 Comparison of competitors 68 with Amazo 4.5 Promotion Mix Strategy of 70 Amazo 4.6 SWOT Analysis 73 4.7 Porter‟s five force analysis 74 4.8 Marketing Components of 76 Amazo CH-5 Data analysis 79 5.1 Analysis of questionnaires 80 5.2 Hypothesis 99 CH-6 Conclusion 100 Ch-7 Suggestions 101 Bibliography 102 Ch-8 Annexure 103 Ch-9 Page | 8 CH- 1 PROJECT INTRODUCTION Page | 9 1.1 STATEMENT OF PROBLEM To study and analyze the current marketing strategy adopted by firm for Restaurant. 1.2 OBJECTIVE OF THE STUDY Each research study has its own specific purpose. It is like to discover to Question through the application of scientific procedure. But the main aim of our research to find out the truth that is hidden and which has not been Discovered as yet. Our research study has following objectives:- PRIMARY OBJECTIVE: - To know about the competitive position of Amazo restaurant in competitive market. SECONDARY OBJECTIVE: - To explore new sources for increasing revenue. To examine the current market Competition. To examine the current awareness level of different outlets of the restaurant. To understand in brief an overall scenario of company‟s strategies for their restaurant. Page | 10 1.3 RESEARCH METHODOLOGY Population :- Ahmedabad City. Sample Unit :- Based on current customers and potential want to be customers and generalized random sampling unit. Sample size :- Satellite, Navarangpura , Paldi , Gurukul Location wise samples and in each sample unit there are 25 samples of customer satisfaction. And for general restaurant questionnaire 20 samples. Research instrument :- Questionnaire fill up of customer & general restaurant Questionnaires. Data Collection :- The focus of study is on attitudes and satisfaction .The importance of primary data cannot be over-emphasized. however, secondary data will also be collected to augment the studies. Data collection instrument :- The researcher will collect data by administering a questionnaire. Data Analysis:-The responses to the structured close-ended questions will be rated in percentages .The percentage of respondents for each alternative will be given and analyzed. The data collected will be analyzed. Sampling Technique:- It obvious from the definition of the population above that a census is not feasible in this study. Accordingly, the researcher will adopt the survey type of research in which a sample from the target population will be used for the study. Secondary data:- company‟s website, company‟s past analysis data, Newspapers, journals & Business Magazines. Page | 11 1.4 RESEARCH DESIGN Questionnaires are used to collect data about a particular product , service or any other factor. You can collect information from many people at a time which can be evaluated easily using tabulation and conversations. Before making a questionnaire you have to be clear in your mind about the purpose of making the questionnaire. Sometimes too many questions can mislead the targets. Also it consumes a lot of time for evaluation and analysis. You should stick to your goal while writing the questions and be specific and pragmatic. You can make a rough note of all the things you are expecting from a questionnaire. Give choices, options and time to think for the consumers. Avoid long and complex sentences. Questions related to private life of people should not be included. Think about the input you want, the reason for it and how it can be obtained. TYPES OF RESEARCH The research is based on Descriptive research. Descriptive Research: - Descriptive research includes surveys and fact finding enquires of different kinds. The major purpose of descriptive research is description of the state of affairs as it exists at present. Researcher has no control over the variables of this type of research. Page | 12 1.5 USEFULNESS & LIMITATIONS USEFULNESS Research will help the management students to understand the Company‟s marketing strategy for restaurant , cafeteria & gelato.