EXECUTIVE SUMMARY

Pace Gujranwala is another hallmark effort of PACE PAKISTAN LTD. The project, P
ace in Gujranwala is aimed to provide the quality and convenience to people of G
ujranwala under one roof. Colorful, modern and built on the principle of giving
local and foreign entrepreneurs a chance to increase their businesses, Pace at
Gujranwala is an ideal investment.
We will conduct the project, Scope of Pace in Gujranwala, in order to evaluate i
ts influence and scope in the city.
We will start off the project with research. The first step will be to acquire t
he information about the company which has started this mega project in Gujranwa
la and the influencers in the market. After that we will design our questionnair
e guide. This will be an imperative task because we will have to make sure that
we cover all variables in order to get all sort of date we need for fulfilling o
ur research objectives and not disclosing the purpose of the visit to the subjec
ts. After covering all the aspects related to our project, we will need to put t
he questions in any orderly manner while considering our potential respondents’
convenience. We will have to consider even the minutest details because we want
the subjects to answer us accurately as they form a pivotal part of our project.
While conducting our interviews we will give real significance to three attrib
utes: identifying the influencers, obtain feedback and Pace Vs other shopping ma
lls in Gujranwala.
In total we will conduct 100 interviews from general public, 100 interviews from
shop owners in Pace, 50 interviews from shop owners of different shopping malls
and 50 interviews from investors of different shopping malls. This will be done
to effectively analyze the influencers and the scope of Pace. The interviews wi
ll be conducted from the major areas of Gujranwala.
Data analysis will be done with SPSS. The main focus of our analysis will be on
the statistical techniques: T-Testing and Frequency Distribution. Both these app
roaches are data reduction techniques in which the objective is to identify the
minimum number of attributes or variables that affect the majority of the popula
tion. This will enable us to streamline the focus upon the identified attributes
. Our analysis will also include general inferences drawn from the responses and
personal observations that will be made during the surveys.
1.0 INTRODUCTION
1.1 COMPANY BACKGROUND
For over a decade, Pace Pakistan Limited has offered unmatched services to custo
mers and investors through a dedicated team of professionals. As a leader in com
mercial development from as far back as 1992, the company’s vision based on crea
ting unique environments for consumers has created a door of opportunities withi
n the shopping business and real estate sector.
Pace Pakistan Ltd, incorporated in 1992, was acquired by First Capital Group in
1998. The company was listed on Karachi and Lahore Stock Exchanges in February 2
007. Pace has a diverse shareholding pattern. Firs Capital Group with around 45%
shareholding manages the company. Mr. Salman Taseer –the CEO of Pace is a chart
ered Accountant with senior management experience spanning over four decades.
Pace Pakistan Ltd. is pioneer in Mall development and management. It is housing
a variety of prominent brands at the most competitive prices and highest quality
service. The company has built a loyal base of customers and vendors. Flagship
Pace store is one of the busiest super malls delivering excellent shopping exper
ience to over five million customers every year. Pace Pakistan Ltd. properties a
t multiple prime locations across Punjab province. It has aggressive plans to ex
pand nationally in major cities of Pakistan.
Today, with multiple projects in commercial and residential development, Pace en
joys unparalleled brand equity and goodwill both locally and internationally.
Now, Pace Pakistan Ltd. brings Pace at Gujranwala – a remarkable addition to the
list of shopping mall of Lahore offering quality and convenience all under one
roof. Colorful, modern and built on the principle of giving local and foreign en
trepreneurs a chance to increase their businesses, Pace at Gujranwala is an idea
l investment choice.
Shops are available for sale for shopkeepers and investors.
1.2 BUSINESSES OF PAKISTAN PACE LTD.
Today, with multiple projects in commercial and residential development, Pace en
joys unparalleled brand equity and goodwill both locally and internationally. Wi
th over 8 new projects in the last 2 years and more underway nationwide. Pace re
mains committed to providing the very best in quality, convenience and affordabi
lity in both commercial and residential development.
Following are the completed projects of Pace Pakistan ltd.
• Pace Main Boulevard Gulberg Lahore
• Pace Link Road Lahore
• Pace M.M Alam Road Lahore
• Pace G.T Road Gujranwala
• Pace Tower Lahore
Following are the upcoming projects of Pace Pakistan Ltd.
• Pace G.T Road Gujrat
• Pace Circle Lahore
• Pace Woodlands Lahore

2.0 PROBLEM STATEMENT

This research will provide awareness about the services and benefits to general
public which will help us in identifying the real influencers of Pace Gujranwal
a. People of Gujranwala are not well quality oriented and they prefer to do shop
ping at cheaper places rather than branded outlets as in Pace Gujranwala.
We define the problem statement as “Is the scope of Pace is bright in Gujranwala
or not and to identify the influencers, obtain feedback from them and analyze t
he current market dynamics for Pace Shopping Mall in Gujranwala”
3.0 RESEARCH OBJECTIVES
The objective of our research is to determine:
• The influencers of Pace Gujranwala (shopkeepers, investors, public etc.)
• Whether Pace is acceptable among other shopping malls
• The current situation of shopping malls
• If there is a gap between Pace and other shopping malls
• What is the overall trend of shopping malls in Gujranwala
• If there is a conflict in prices
4.0 LITERATURE REVIEW
We have studied the various articles about the Pace Pakistan Ltd. and Pace shopp
ing mall in magazines, brouchers, booklets and internet websites stated as under
:
• Pace Gujranwala shopping Mall Brouchers
• Pace Shopping Mall reviews in local newspapers and magazines
• Booklets available in Pace Shopping Mall Gujranwala
Following are the websites we have searched for the information regarding Pace S
hopping Mall Gujranwala and Pace Pakistan Ltd.
• http://www.pacepakistan.com
• http://www.pakboi.gov.pk
• http://www.google.com
• http://www.tezi-mandee.com
• http://www.dailytimes.com.pk

5.0 IMPORTANCE/BENEFITS OF THE STUDY

While conducting the research on this topic we will be able to explore the scope
of Pace in Gujranwala by accruing the various factors:
• We will be able to analyze the factors which can influence the scope of
Pace in Gujranwala
• We will be able to get information necessary to evaluate the success of
Pace in Gujranwala
• We will be able to analyze the general public behavior regarding visitin
g various shopping malls
• We will be able to distinguish the scope of Pace Gujranwala from other s
hopping malls
• We will provide sufficient information how the business of Pace shopping
mall in Gujranwala can be enhanced
• We will be able to analyze whether Pace Gujranwala is encouraging innova
tion, creativity, team work orientation, promoting ethical and efficient behavio
r and are committed to provide high quality goods and services in positive envir
onment

6.0 RESEARCH DESIGN

While conducting the research we will be focusing on two data collection methods
i.e. qualitative research and the quantitative research. Further in the qualita
tive research we will just be carried out in the depth interviews. Appropriate d
uration for interview will be 35-45 minutes individually. Our survey includes in
depth interviews with the shopkeepers of Pace Gujranwala, investors, general pu
blic and shopkeepers and owners of other shopping malls in Gujranwala. We will h
ave to identify these influencers. Focus groups also come under the category of
the qualitative study but we will not be doing it because of the reason that the
people connected with our research include the general public, shopkeepers, inv
estors and owners and competitors etc. cannot be brought at one place together f
or a focus group because of some difference in their knowledge and standard.
The second method which is the quantitative research will include the questionna
ires. We will get the questionnaires filled from above mentioned influencers.
After getting the data through questionnaires and interviews, formal and informa
l, we will analyze the data by applying various statistical tools and techniques
.

7.0 QUALIFICATION OF THE RESEARCHER

All the researchers are the students of M.COM (1st semester) and belong to diffe
rent areas.
All the following researchers will conduct the research as a part of their stud
y.
• Aniq Zafar Iqbal (MC07006)
• Muhammad Nadeem (MC07022)
• Imtiaz Ahmad (MC07026)
• Usman Latif (MC07029)
• Muhammad Qasim (MC07032)
• Waqas Maqsood (MC07033)
• Waqas Bashir (MC07035)
All are the bonafide students of University Of The Punjab, Gujranwala Campus.

8.0 BUDGET

In our research the expenses we would be incurring are the fuel expenses, printi
ng of documentations, transpotation. We do not have the mobility facility. We ha
ve divided the group into three sub groups, with each sub group consisting of tw
o group members. In order to carry out the survey each sub group would be going
in to the market and would conduct the survey as planned. We would be using thre
e motor bikes in total, one car being used by each sub group. Keeping these fact
s in mind, the total expenses would be:
BUDGET ITEMS COST (Rs)
Formal and informal interviews
1000
Publication and storage expenses
800
Traveling expenses
1000
Telecommunication expenses
1000
Petty expenses
700
Research assistance
300
Proposal fees
200
----------
Total
5000
9.0 SCHEDULE

We will divide our time schedule into following phases:

CONTENTS TIME REQUIRED
• Final research proposal
2 Week
• Exploratory interviews
1 Week
• Questionnaire revision
1 Week
• Field interviews
3 Week
• Editing and coding
1 Week
• Data analysis
1 Week
• Report generation
1 Week
10.0 FACILITIES AND SPECIAL RESOURCES
While conducting the research we will require special resources and facilities s
uch as:
• Computers
• Internet Facilities
• Motor Bikes
• Telecommunication resource
• Library assistance
• Statistical Software

11.0 PROJECT MANAGEMENT

• Our research team is innovative, creative and much cooperative and commi
tted towards the accomplishment of the research project. The team is well organi
zed, determinant and team-oriented.
• The researcher team’s relationship with the sponsor is of teacher and st
udents.
• We will conduct research by dividing the whole team into different categ
ories in order to manage the time.
• We will conduct the research within given resources with a view of cost
and benefit analysis. We will try our best to decrease uncertainty and to make t
he correct decision-based research.
• We will try our level best not to disclose the facts and figures to riva
ls.
• Delayed decisions will be avoided
12.0 BIBLIOGRAPHY
While conducting the research we will consult different books, booklets, pamphle
ts and internet resources.
• http://www.pacepakistan.com
• http://www.pakboi.gov.pk
• http://www.google.com
• http://www.tezi-mandee.com
• http://www.dailytimes.com.pk
• http://www.smeda.com
• Business research methods
(Donald R. cooper & Pamela S. Schindler)
• Research Methods For Business
(William G. Zikmund)

13.0 APPENDICES
GLOSSARY
CAT I It is a Computer assistance telephonic interview
Focus Group it is a group of eight to ten experienced people from
which we
can get data by general discussion.
SPSS Statistical software used for analyzing the dat
a