Degree

Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award

2016

Project Type

MBA Executive Research Project

Access Type

Restricted Access

Executive Summary

The primary objective of this pre-feasibility study is to aid prospective entrepreneurs in making an Investment decision in the Fast Food sector. The particular feasibility is about "Fast Food in a remote area". Fast food is generally a food or a meal which is pre-prepared, which can be quickly cooked when you order it. You can buy fast food almost anywhere. Although fast food trend is quite new in Pakistan yet it is growing very fast, this indicates that fast food restaurants have a very bright future in Pakistan. However, most of the fast food restaurants are located in metro cities of Pakistan. Absence of fast food restaurants in the remote areas, especially in the presence of highly innovative technological environment identifies this untapped market with a huge potential.

This research report is mainly focused on entrepreneurship ventures of opening a fast food restaurant in the remote areas of Pakistan. For the effective market analysis, primary and secondary research has being conducted through the utilization of different approaches and survey tools. This data mainly deals with the Pakistani market. It presents business plan and models for the fast food restaurants in remote areas and presents the consumer views via conducting marketing, industrial and competitive analysis with reference to opening a fast food restaurant in these areas. An evaluation and detailed analysis of strengths, weaknesses, opportunities and threats (SWOT) assists as a rudimentary tool in making an investment decision.

The research is quantitative in nature. 1 have utilized questionnaire instrument to collect the data from the respondents that are consumers living in remote areas who want fast food restaurants to be opened in their areas. The questionnaires are profoundly analyzed through the implications of various tests run through the SPSS.

The research findings reveal that outlook of fast food restaurant in a remote location is promising. Factors such as brand image, location, ambiance, pricing, financials, consumer preference and trends have an impact on making this entrepreneurship feasibility viable. Furthermore, most important will be financial success and this can be achieved by offering high quality service and excellent food with a traditional palate. This entrepreneurship venture will be a middle scale endeavor (in between high end fast food chains and local dhabas).Finally, those investing in this business initially will have first mover advantage over their competitors.

Pages

57

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