Industry Analysis:

Global outlook of Seafood Restaurants:

When closely analyzed the countries having great similarities with Pakistan such as, India, Bangladesh
and Iran one gets a clear idea about the huge food restaurants success these industries have. Factors that
contribute to this wonderful health of the restaurant industry, includes the unique selling point, specialty
in single item, standard pricing strategy, marketing skills and health consciousness.
As we see in Indian fish restaurants are working and satisfying customers need as they want. These
restaurants are offering different varieties of foods in fish. Like the Sea-food restaurant in Goa also
providing different fish varieties. There is also other well-known restaurant named as Galilee Best
Tandoori crab, Oh! Calcutta Best Bengali, Chaitanya Best spicy Malvani and Fresh Catch Best homestyle meal.
If we peeping toward the Bangladesh, we may see that it is country where seafood lovers are in huge
quantity. In Bangladesh people need varieties of dishes and restaurants are providing these things to
customers. Like the restaurant named as Fish & Co Restaurant offers different types and varieties to the
customers.
Like these countries other countries similar to Pakistan also providing same services. Srilanka, Iran and
Iraq. In these countries food restaurants are also at peak.
National Outlook OF Restaurants:
When it comes to good food, Pakistanis have different choice for food. Pakistani people are food lover
and always want to try new dishes. In Pakistan there are many restaurants in Karachi and other areas of
Pakistan providing the facility of seafood. Like Roasters Coffee House & Grill restaurant in Karachi also
providing the different variety of dishes. This restaurant is successful because of its specialty in one item
like fish. Others restaurants are also their like Shandar Salateen Clifton, Saieen Darbar, Sindhi Muslim
and Food u Love. Some types varieties of fish in Pakistan are given below;

PESTLE ANALYSIS
Political factor: the political factors
effecting business are often given a lot
importance. How government policy
can effect business. Pakistan
government promote health products; many subsidies have been offered by government. Laws for the

consumer protection are also there, due to more political instability policies are changing and there is
more Market lobbying and pressure groups in Pakistan. More tax resulting less net income.
Economic factor: less economic growth, more competitors in food industry, decreased spending and
more inflation which will effect companys pricing strategy.
Social: in Pakistan family patterns are changing i.e. moving towards nuclear family, Changes in lifestyle
i.e. more convenient and do not want to cook themselves. Healthy eating trends and varieties. Population
growth rate is also increasing.
The success of agribusiness is due to changing consumer perception of food. Consumer buy food for
hierarchy of reasons.

Legal:
Keeping the laws and policies of government in view we observe no restrictions from the government.
These days government is encouraging the agri based businesses we expect support from government of
Pakistan.
legal structure for registering sole proprietorship is lengthy and tough. Register to SECP that require C.A
and Auditors certificates, lawyer, every year documentation and auditing which will lead to huge cost for
small business. But it is easy to run as a partnership there is no authority like SECP in this. Only decide
investment by each member, visit registrar submit form and challan. So we are going to open the up the
partnership based road side restaurant.
Environmental: Seasonality, more weather issues, floods, agricultural runoff, limited natural fresh water
resources, deforestation, soil erosion. Due to these issues there is decline in agriculture of Pakistan.

Market Analysis:
There are number of restaurants are operating in Sukkur and in these days we see rush of restaurants in
Sukkur. In past few months we have seen few new restaurants in the city. But all of these restaurants are

someway competing with each other and offering the same Manu or a little differentiation in some way.
The names of these restaurants and Bar BQ include, Hill Top restaurant, Night Bar BQ, Palms Valley, Taj
Mehal Restaurant, Navy and Janbaz Bar BQ etc. but none of them is properly offering fish dishes. Some
of the restaurants have in their Manu but they do not provide it regularly and properly.
It has also been observed that the people are going health conscious and they prefer the hygienic and
healthy diet. To solve this issue to offer fresh fish with traditional and cultural dishes can be a good
solution. Rather than the deadly farmed chicken which is not so good for health and the Beef and Mutton
of which people are not assured either it is Halal and Haram.
Keeping the consumer preference in mind we see great potential of selling fish in Sukkur which is rarely
being offered in Sukkur. The success of selling fish is sure the reason is that people have issues in getting
fresh fish in the market we are in contact with number of suppliers from Sukkur and Kashmore who will
provide us fresh fish and we are going to provide complete information about our suppliers and the
freshness of Fish to our customers to solve the issue of information separation and product separation.
The second very commonly observed issue is that many families are not aware of so many dishes of Fish
to solve this problem we offer large variety of fish dishes in our menu.
To solve the space separation issue we will hire the salespersons/delivery Guys to provide home or office
delivery to our consumers.
Rivalry among the competitors:
The rivalry among the restaurants in Sukkur is increasing the profit margins are shrinking and the
restaurants are to offer good quality with fair price. As mentioned earlier the fishing in restaurants is
minimal, so offering different dishes of fish at the restaurant with high class quality, Taste, and variety can
be the effective weapon to enter in the market.
Number of players and potential Competitors:
Very few players are operating in the business including Hill Top, Palms Valley, Form Inn, Taj Mehal
Restaurant, Navy and Janbaz BAR BQ but they are not maintaining the availability of the fish dishes
regularly. Currently we see lower players and competition in the industry but these Restaurants have the
potential to give tough time to Fisheriaa but our offerings of Fish dishes are of large variety from Sindhi,
Punjabi, Balochi, Bangali and KPK. We will offer all the best dishes from these cultures which will help
us differentiate and stay competitive in the market.
Bargaining power of customers:
Our offerings are unique and there isnt any who is offering the same so the customer wont have any
other option to buy from, ultimately they will have lower bargaining power.
Customer Segment:
We target the elite, upper middle and middle class having income not less 40000 a month, who prefer
hoteling alone, with their families, with friends or business collogues.

FISH SUPPLIERS:
The main fish suppliers who either sell fish from their farms in Sukkur or Sadiqabad. These people can
become our potential suppliers. Along with these there is huge number of fisherman who catch fishes at

lower scale and sell in local market. These fishermen can also be used as suppliers. The main fish
suppliers are mentioned below
1. Rup block fish farm: In Ghauspur, Kandhkot
2. Dong block fish farm: In Chuk, Shikarpur
3. 3&4 block fish farm: In Chuk, Shikarpur

QUDRATULLAH FISH COMMISSION AGENT: A big wholesaler of fish in Sukkur market. His 3
main suppliers mentioned above. As one of our teammate has very strong relationship with fish farm
owners in Kashmore and Kandh kot so we are going to purchase large amount of fish including Dumbhra,
Fuaji Khaggo, Sindhi Khaggo, Singari, Malli, Grass, Silver, Morakhi and Gulfarm from there the prices
he will charge will be as same as wholesale prices which will add great benefit to us in terms of reducing
the cost.
Different fish varieties:
The different fish kinds found in the locality are as follows.
i.
ii.
iii.
iv.
v.
vi.
vii.
viii.
ix.
x.
xi.

Morakhi
Dambra
Thalli
Silver
Gul farm
Malli
Singari
Poplet
Sole
Khagga
Palla

180
300
150
130
250
250
200
350
700

Venture description
Mission: The mission of Fisheriaa is to exceed customer expectations by providing variety of fish that is
desi and fast food items. There would be some of our specialties that none of the restaurants in Sukkur
have offered yet. We are passionate to provide you good time with a peaceful environment. The
employees will be trained with exceptional customer service. To serve our customers with great food,
greet them with a smile and thank them for allowing us to serve them.
Objectives:
To expand the business from roadside to family restaurant.
To become Sukkurs top fish restaurant and to become the first choice of fish lovers of Sukkur.
To enter in the other interior cities of Sindh e.g. Larkana, Khairpur in coming five years.
To maintain customer retention ratio up to 70% while attracting new customers.
To cover up the investment in three years.

To become the only and fast fish cooked dish provider f of Sukkur.

Strategies:
In order to attain our objectives, we have decided to offer the huge variety of fish dishes in our restaurant.
Along with this test, hygiene food, Quality and the customer services will never be compromised. We will
be using differentiation cost reduction strategy to stay competitive.
Cost reduction will be achieved by the long run relationship with our suppliers with whom as we have
very good relationships.
As we provide the large variety of fish dishes mentioned n next portion will differentiate us from our
competitors in the market.
Beyond this our Quick home delivery and Take away facilities will also play a vital role in giving cutting
advantage to the business.

Product/Service Description:
Fisheriaa is a roadside restaurant that would be introduced to the people of Sukkur. Fisheriaa offers
variety of Fish, all desi and fast food items. There would be many of our specialties that none of the
restaurants have offered yet i.e. the traditional dishes which are the specialties of all existing cultures of
Pakistan (Sindhi, Punjabi, Baloch, Pakhtoon, Urdu speakings). Our target market is the middle, uppermiddle and elite class of Sukkur. We will not only have variety in dishes but also variety of Fish kinds i.e.
Dhambra, Palla, Khaga etc. one of our items, Palla, will be only served on Saturdays. We wont
compromise on the quality and taste, each dish will be served in its pure form that would be made of pure
ingredients and have the pure taste.

Target Market:

Pakistan (191m )

Sindh (46m )

Sukkur (2m)

m iddle and Upper m iddle

class (1.2m )
Fas
youngesters
and
workingtfam ilies
and )
(.82m
bac
ked
foo
d
lov
ers(
336
000
)

Menu
Dried and Fried (Dambra)

Crunchy Fried Fish

Fish Dhaka
Steamed Fish
Grilled Fish
Finger Fish

700 rps
1000 rps
700 rps
700 rps
900 rps

Fish and Rice

Price per Plate

Fish Pulao
Khaga Pulao
Fried rice with fish Manchurian
Fish Shots and rice

Desi Tarka

Price per Kg

Fish Sindhi Curry

400 rps
600 rps
600 rps
600 rps
Price per Kg

800 rps

Daasyal Machi (fish with onions and potatoes)

Khatti Machi (fish with imli paste)
Fish Qofta
Saag machi
Masala fish

800 rps
750 rps
1000 rps
800 rps
700 rps

Fisheriaa Specialities
Masala fried popplet
Fried Palla Fish
Fried Palla Fish with Imli
Fish Zinger

Price per Kg
1200 rps
2200 rps
2200 rps
450 rps

Marketing Plan
Situational Analysis:
Before developing any strategy, it is important to analyze external and internal environment. A useful for
performing situational analysis is 5C Analysis.
Company: Fisheriaa is a roadside restaurant introduced to people of Sukkur. Fisheriaa offers variety of
fish, all desi and fast food item. As there is gap in the market because no one is offering this, we can grab
this opportunity. Our product line will be according to trends and culture in Sukkur. We will not
compromise on quality and taste.
Collaborators (suppliers and distributors): there are big wholesaler in Sukkur market and their prices
are reasonable as we will purchase in bulk. If these wholesalers are charging more than we can shift to
suppliers that are in Shikarpur and Ghauspur. The bargaining power of supplier is low because of number
of suppliers.
Fisheriaa does not need any distribution channel because of direct selling.
Customers: our target market is middle, upper middle and elite class of Sukkur. The population of
Sukkur is approximately 1million. Sukkur is hub of different cultures Sindhi, Urdu, Punjabi, Pashto and
Seraiki. So the market potential is large but there are also existing players. If profitably satisfied than
market share and growth is fix. We will provide benefits that customers are seeking like quality, taste and
variety.
In Sukkur family patterns are changing i.e. moving towards nuclear family and also Changes in lifestyle
i.e. more convenient and do not want to cook themselves. So they make frequent purchases related to
food.

SWOT ANALYSIS

Strengths

Fisheriaa offer unique Fish items

Centralised location
Cost-effectiveness; (owners will work as managers and good terms with suppliers)
Cohesiveness
First movers
Limited start-up risk

Weakness

Higher prices than the competitors

Storage and transportation cost is high
Availability of the products changes due to changing season or weather
Dependency on external organization i.e. for gas, electricity.
Limited flexibility in prices
No food items other than Fish are offered for those who dont like Fish
A limited marketing budget to develop brand awareness.

Threats

Continuous Increase in price of inputs.

Competitors can offer similar products quickly. (high imitability chances)

Opportunities

Outing trend in Sukkur is increasing.

Promotions can be done through social media to increase brand equity
Inclusion of attractive offers and deals
Rise in Income
Healthy food trend; people are being more health conscious and preferring low calories food.

COMPETITIVE ANALYSIS OF FISHRIA:

The competitive analysis of Fishria is devoted to analyze our current and potential competitors who
might enter into the market. This section contains the strength and weakness of our competitors.
competit
ors
analysis

INDIRE
CT
DIREC
T

POTENTI
AL

DIRECT COMPETITORS: INDIRECT COMPETITORS: POTENTIAL COMPETITORS:

Day night BBQ
Abdul Majeed

Al Habib
KFC Sukkur

Pizza Town
Palm valley

Night BBQ

Janbaz Food restaurant

Hill top Restaurant

Hotel Inter park inn

Red carpet hotel

There are chances that new competitors will enter into the market. Like KFC Sukkur, Pizza town, Night
BBQ now they are just operating in the fast food, but there are chances that in the future they will also
offer Fish menu. Now they are our indirect competitors but in the future they can also become our
potential competitors by increasing their operations.
Strategies for potential competitors:

To increase the new varieties according to the Taste of people.

At initial our prices will be little bit high, after high competition we will decrease our prices
below than our competitors.
Enhance quality and services.
Increase promotional activities.
We will come up with Promos, test marketing and different other activities at Sukkur.

Profiling/ Strategy Our Competitors:

Key Factors:

Al- Habib

Palm valley

Abdul
Majeed

Hill top

Hotel inter park

Inn

Promotion
Strategy
Pricing

05

04

04

04

05

06

08

09

07

06

Location
Financially
Service
Convenience
Product Variety
Market share

08
08
08
08
06
07

07
08
08
07
04
06

09
06
06
06
04
07

08
08
07
07
05
06

07
09
08
08
06
05

Criteria: 1-10
01= Bad

10= Excellent

Marketing Strategies
Product/Service

Fisheriaa will be an inspiring restaurant, combining an effective atmosphere and excellent and
interesting food.
We will have a great variety of fish items that none of the existing restaurants in Sukkur are
offering yet.
We will have efficient and superior customer service.
Free home delivery service.
No compromise with quality and taste
Fisheriaa will use fresh ingredients that will add to its taste.

Pricing

Cost-plus Pricing

Fisheriaa will go for cost-plus pricing to guarantee a profit. Cost-plus pricing includes all the overhead
costs that occur when running a restaurant, including rent, wages for waiters, staff and cooks, and gas and
electricity to power the kitchen and dining room. Next the profit margin needs to be considered.

 Market Fluctuations
Food prices fluctuate often due to natural disasters or poor growing seasons. Fisheriaa, though, will have
stable prices on its menus. This means that sometimes the dish will earn more profit, based on food
expenses. When setting menu prices, we will ensure that soaring food prices will not cause the restaurant
to lose enough money to go out of business. Instead the menu price will be set higher to allow for a price
cushion.

Promotion

Pamphlets
Television ad on local cable channels
Social Media: will create Fisheriaa page on Facebook and twitter that will be updated time to
time. All the special deals and discounts will be updated there.
Membership card: People who will avail membership cards will be given 5% discount on their
bills.
Mouth of word
Reviews and articles in local news papers
Discount as part of grand opening for the first month after opening of the
Restaurant
Free sample testing
Our chefs visiting homes and different places and cooking in others kitchens.

Place:

At workshop road, that is kind of a center of the city and is easily accessible.
It is also the center of targeted market
Home delivery
Open from lunch to dinner (!2pm-12am)

Personal selling
Personal selling is important for Fisheriaa restaurant, because of service nature, fully dependent on human
resource, like waiter, so they must possess some characteristics.
Emotional stability: greet customer with smile.
Professional attitude, responsible and negotiator:
Persuasive: persuade customers for closing the sale. Not selling products but making people to buy
themselves.
Listen to customers: let your customer speak first.

Product and customer knowledge: knowing everything about restaurant menu and prices. Knowing about
regular customer, their choices.
Call on the right people: they must know the person who have authority to influence and make buying
decision.
Close the sale: make customer ready to place order.