Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award


Project Type

MBA Executive Research Project

Access Type

Restricted Access

Executive Summary

The prime objective of this research project was to investigate the Gourmet Beverages availability in market and to gather feedback to allow brand management team revamp their strategy as per the conclusion and recommendation made in this report. This research will help Gourmet Foods & Beverages to understand current standing of their products specially beverages in Karachi by providing ground realities through retailers feedback and availability in Karachi. This research will also help Gourmet Beverage's Brand Manager to formulate a marketing strategy to enhance the acceptance of Gourmet beverage in consumer's mind.

Methodology: This research project was conducted using primary research techniques by visiting retail outlets, restaurants and clubs (clubs in DHA & other clubs the area) meeting specific criteria in targeted areas of Karachi. Detailed questionnaire was designed to gather retailer's feedback about customer's preferences and sales response to Gourmet Beverages.



Available for download on Tuesday, December 31, 2030

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