Hot N Spicy Karachi Marketing Report

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1. Introduction

1.1 Aim of Study

The aim of this study was to understand how different basic marketing strategies were applied by a small business of our choice and to apply whatever we had learned in this course.

1.2 Introduction to Business Chosen

Looking at the recent entries makes Karachi look like a food city. Another addition to this chain of restaurants would be ‘Hot n Spicy’, a partnership business which started off around 9 years ago and has grown to be the success story that it is today. It employs around 300 employees in total. With three branches in areas like Khayaban-e-Shamsheer and Khayaban-e-Rahat, Hot and Spicy has become a famous breakfast spot for most of the people around, especially students, who can afford the place any given day. The variety of flavors is endless. From’ chicken cheese’ to ‘garlic mayo’ to ‘malai chatni’, their variety in rolls is endless. Hot and Spicy has around 45 different kinds of rolls on their menu. The place is usually jam-packed with people of all almost all ages most of the time. It’s open till late in the night which adds to its competitive advantage. All in all, Hot n Spicy is your place to be at if you’re looking for some scrumptious breakfast, lunch or dinner. Broad Potential Market

Families and Teenagers going out on outings, People who come to have something to eat during their breaks from work. Its customers will also include the customers of the nearby Huqa Bars who order for Hot n Spicy’s rolls while having their shisha. Some School Children also stop by after their school timings to have something to eat. People who want to have get-togethers, Parties and office meetings use their home delivery service.

Characteristics of Typical Customers

• Medium to High Disposable income.
• Male or Female
• Teenagers, Office Workers, Families that go out on outings. • People that can take out time for such recreation.
• People who order on occasions such as parties, anniversaries etc.

Customer Profile

Teenagers, office workers and families who enjoy having outings or prefer light snacks or different cuisines during work breaks. They will require:
• Food that is tasty and of good quality
• A customer friendly environment
• Value for their money
• Good seating arrangements and a hall for Get-togethers, Parties, Birthdays and office meetings Broad Potential Market

Families and Teenagers going out on outings, People who come to have something to eat during their breaks from work. Its customers will also include the customers of the nearby Huqa Bars who order for Hot n Spicy’s rolls while having their shisha. Some School Children also stop by after their school timings to have something to eat. People who want to have get-togethers, Parties and office meetings use their home delivery service.

Characteristics of Typical Customers

Medium to High Disposable income.
Male or Female
Teenagers, Office Workers, Families that go out on outings. •People that can take out time for such recreation.
People who order on occasions such as parties, anniversaries etc.

Customer Profile

Teenagers, office workers and families who enjoy having outings or prefer light snacks or different cuisines during work breaks. They will require:
Food that is tasty and of good quality
A customer friendly environment
Value for their money
Good seating arrangements and a hall for Get-togethers, Parties, Birthdays and office meetings

Why was this business chosen?

I chose this business because it was a challenging task to understand the dynamics involved and because I wanted to identify and understand the role different marketing strategies have played in its success.

2 Macro Environment of Business

2.1 Political Environment

Political factors such as political instability can have a huge effect on the business. In a country like Pakistan any political turmoil leads to many riots and strikes, which...
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