Designing And Implementing A Business Strategy Commerce Essay

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To open a socialized catering service, Initially aiming one school and later on expanding into various schools and messes with a minimum profit margin and providing a healthy diet for students of all age.


The aim of our Catering service is to overpower the existing competition and create a benchmark for all future Catering services in schools. To earn the reputation of being an elite brand. Mission

To attain a high market share in the current demand and supply scenario.

• To be able to offer the best contemporary cuisines paired with exquisite refreshment drinks from around the world and create a taste and liking for the food.

• To make students of all age healthy and active.

• To breakeven within 3 years of opening the establishment.

• To be able to offer the best quality of food with fresh local ingredients and service to the Students and then slowly increasing man power and opening the same concept in other Schools.


1.2.1 INTRODUCTION TO THE Socialized Catering Services in School of MUMBAI CITY Socialized Catering Services

The entrepreneurs propose a "Wine, Dine and Dance" restaurant, serving Fresh vegetarian food, with a wide array of beverages (non-alcoholic) and a special emphasis on exclusive world class desserts. The entertainment offered to the Students would be music Hindi, English etc. Mumbai City

Mumbai, which was previously known as Bombay is a major metropolitan city of India, and is the capital of Maharashtra. Being the country's principal financial and communications centre and the headquarters for almost all major industrial powerhouses in India, Mumbai is known as the business capital of India. The city derived its name from Mumba - Devi the goddess of the Koli Fisher Folks the oldest inhabitants of Mumbai. Mumbai is spread across a total area of 484 sq. kilometres.

The total estimated population of Mumbai in 2007 is about 14 million. Mumbai is located on Salsette Island, off the west coast of Maharashtra. Mumbai forms a group of seven islands in the Arabian Sea, which lies, off the northern Konkan coast. The seven islands were once separated by creeks and channels and are now filled and bridged by the inhabitants. Interestingly, one fourth of the city of Mumbai lies below the sea level.




Class A city








Marathi, Hindi, English

Time Zone

GMT + 05:30




29,650/ sq. km

Literacy Rate 78%


437.65 sq. km


18.53' N


72.53' E

Temperature (varies)

23°C - 35°C

Table 1.1



The economy and politics in Mumbai has its own script and position in the overall political framework of India. Mumbai, a metropolitan city has a variety of people of all religions, castes, races, languages, sects and nationalities living together for generations. Till the 1970s Mumbai was mainly controlled by the Congress party. However, in 1966, the Shiv - Sena came into existence with the main aim of safeguarding the rights of the 'locals' against the 'outsiders'. This party being led by the dynamic Bal Thackeray decided to merge with Bhartiya Janata Party (BJP) in 1995 and has been consistently governing the city for several years.

The Mumbai civic administration is making several efforts to ensure that the city has a proper governing system in place. It is mainly controlled by a municipal corporation, known as the Brihanmumbai Municipal Corporation (BMC). The Municipal Commissioner is the executive head of the BMC and is appointed by the Maharashtra state government. The city of Mumbai has been divided into 24 municipal wards for the purpose of smooth and efficient civic administration. BMC also comprises of 227 Councillors who are elected directly by the people, 5 nominated Councillors and a Mayor. The Mayor is the ceremonial head of the city with the real authority resting in the hands of the Commissioner.


Mumbai emerged as a major trading and commercial centre in India since the British established their rule in the country. The most important factor that led to the financial growth of Mumbai was its port. Apart from it, Mumbai also has a thriving cotton textile industry and consists of a large number of textile mills. Apart from these factors, the Bombay (Mumbai) Stock Exchange (BSE), which has now become the identity of the city and is the hub of some of the largest financial deals and bids in the country. Some of the largest industrial giants of India like the Tatas, Reliance, ICICI and Life Insurance Corporation of India (LIC) have made Mumbai their home.

These factors make Mumbai not just an economic hub but also a political cornerstone of India. Mumbai serves as a important economic hub of the country, contributing 10% of all factory employment, 40% of all income tax collections, 60% of all customs duty collections, 20% of all central excise tax collections, 40% of India's foreign trade and Rupees 40 billion (US$ 9 billion) in corporate taxes. Many of India's numerous conglomerates (including State Bank Of India, Tata Group, Godrej and Reliance), and four of the Fortune Global 500 companies are based in Mumbai. Many foreign banks and financial institutions also have branches in this area.

Along with the rest of India, Mumbai, its commercial capital, has witnessed an economic boom since the liberalisation of 1991, the finance boom in the mid nineties and the IT, export services boom in this decade. Mumbai has been ranked 10th among the world's biggest centres of commerce in terms of the financial flow volumes in a survey compiled by MasterCard Worldwide, which takes into consideration size of financial services network besides equity, bond, derivatives and commodity contract transactions.


A resident of Mumbai is called a Mumbaikar, or Bombayite. Many residents live close to major railway stations for easy access to their workplaces, as a significant amount of time is spent on daily commuting as many live a fast-paced life. Mumbai residents celebrate Indian and Western festivals with great fanfare. Among the popular festivals celebrated in the city are Ganesh Chaturthi, Navratri, Diwali, Holi, Ramzan, Dahi - Handi, and Mount Mary Carnival. When it comes to food Mumbai is really a junction of multi cuisine foods and fast foods. There is a lot culinary variety like South Indian, Chinese, Mughlai, Thai, Mexican, and Lebanese apart from Mumbai's own popular items like Vada Pav, Dabeli and Bhel Puri etc

The cosmopolitan residents have unique tastes in cuisine, music, film and literature, both Indian and international Mumbai has two UNESCO World Heritage Sites, the Chhatrapati Shivaji Terminus and the Elephanta Caves. Mumbai also boasts of large number of cinemas, including world's largest IMAX dome theatre, which features mainstream Bollywood, Marathi and Hollywood movies. Many film festivals are avidly attended throughout the year. There is a carefree attitude in the air of Mumbai. Undoubtedly the city can be stated as a melting pot of numerous cultures from different parts of India.


Mumbai is a commercial city often associated with New York in the US or shanghai in China and rightly so too. It has come in a long way in technological advancement. There has been a revolution in the telecommunication sector with major companies such as Reliance, Tata, BPL, Hutch, Airtel, etc, providing their ever successful and extremely reasonable services in Mumbai. Further Internet technology has also reached an all time high in Mumbai with high-speed Internet access. Soon Mumbai will be a Wi-Fi city.

Mumbai also has good schools that provide hostel facilities to students as well as it also includes all the meals of the day. The technology has helped schools to deliver easy study material to students by providing them with Wi-Fi service. So that they can have easy access to internet. In Mumbai there are about 263 schools all-over Mumbai. Out of which there are 8 good schools as such Janaki international Boarding School, Stephen High School, Balaji International School etc. some of this schools provide activities like: - horse riding, swimming, cricket, basketball etc. Government provided public transport which is commonly used by the citizens of the city due to lack of car parking spaces, traffic bottle necks, and generally poor road conditions. The city is the head quarters for tow railway divisions-The central railways and the western railways. The Mumbai suburban railway is the backbone of the city's transport and comprises of three separate networks running simultaneously in the north-south direction. Public buses run by BEST (an autonomous body under the BMC) cover almo0st all parts of the metropolitan city as well as parts of Navi Mumbai and Thane.

Buses are generally used for commuting medium to short distances, and long distances and you can travel on one ticket for Rs. 20/- any where, any time, and as many as time you want in a day. Whereas trains are used for long distances, as faire are more economical. Other public transport facilities include auto rickshaws and taxis. There are going to be sky Train introducing in Mumbai. Mumbai's Chhatrapati Shivaji international Airport, formerly known as Sahar International Airport is the busiest in India, as it caters to cargo and international flights. Santacruze Airport on the other hand caters to domestic flights.


Andheri (west) is one of the happening areas and "Hansraj Morarji Public School" has a reputed name from years and has one of the largest campus in Andheri west. It has Bhavans college in surrounding as well as Rahjans Balvatika school in its campus and Bhavans A.H.Wadia School all are the competitors of each other among all Hansraj provides Breakfast, Lunch, Snack, Dinner and Mid night snacks . It has a hostel for about 150 students. Due to which less food is prepared for the dinner and mid night snacks, though during the day time food has to be cooked in bulk quantities as all the students not living in the hostel also eat the day meals.

3.1 PROPOSED Venture

Our main aim is to provide fresh and nutritional food for the students of growing age. The food is prepared under hygienic conditions and to maintain the hygiene standards, frequent HACCP checks are done. Profit maximisation is not the sole aim; the food prepared is home style so that the students don't miss their meals. Special meals are prepared on weekends and on festive days the food is prepared as per the traditions. Along with providing the food to cafeteria, canteen is also maintained by our venture where student accounts are maintained and students are charged. In other words if a student doesn't feel like eating in cafeteria or desire to eat something else then student can place their orders in the canteen where non-vegetarian food is also given an option along with the beverages.

3.2 Product Profile

Socialised catering services aims at catering students who study all day long and work hard to gain knowledge as they are the future of Indian Economy. So the food provided has to be nutritive so that the students can study hard.

3;3 Description

Since the students are living away from home so this becomes the school responsibility to provide healthy, fresh, tasty and home style food. As the students have growing age so a good nutritive food is must for them. The school has given a budget in which the food is to be prepared for approx. 2000 students. The school does not want the students going out to eat unhygienic food and fall sick in place of which a canteen is there for the students who wish to eat something different can order in advance. Since it's a Non-Government Organisation (NGO) so there are various tax benefits given by the government to our organisation.

3.4Future prospect:

The future planning of Socialized Catering Services focus on expanding in many more schools and capture the market slowly. Depending on the demand the company also aims in providing franchise to expand the name and cause as much as possible.

3.5 Social cause

The aim of socialized catering services is to provide hygienic and nutritive food with profits as low as possible. India is rated 2nd in child labour and the children lack in malnutrition and 8% of the children in India were dead last year because of shortage of food. In order to make children healthy and make a brighter future of India change in the base is required and the base is children. Socialized catering services aims at providing hygienic and healthy food to the students with high nutritive content based menu.

This organisation also promotes acts such as giving free ration of some amount to poor students of Schedule Cast (SC) and Other Backward Classes (OBC) once a year. Whereas the excess of food is concerned, this organisation calls on 1084 which is a government organisation to collect excess of food and distribute to the needy people.

3.6 Role of stake holders

Person that has direct or indirect stake in an organization because it can affect or be affected by the organization's actions, objectives, and policies.


The socialized catering services is new in the business market of Mumbai school, to attract and gain business this organisation has offered 20% of the total profit generated after sales to the school indulging in the contract. The remaining 80% of the total profit will be owned by the organisation and shared equally between the partners of the organisation. The liability towards losses will be solely undertaken by the organisation.

Fact sheet of Socialized Catering Services


D.N. Road, Munshi Nagar

Andheri West, Mumbai, Maharashtra 400061

Tel. No.

022 26232467

Total Covers


Average Covers Per Day (APC)

Cuisine Offered

Indian, Chinese and Continental

Beverages Offered

Milk, Juices, Lassi or Chas,




8000 sq ft


07.00-08.30 hrs. , 12.00-14.30 and 19.00-20.30 hrs.


Socialized Catering Services

(Hansraj Morarji Public School)


1. To analyse the feasibility and demand in setting up a Socialized catering service.

2. To conduct a market survey in order to understand the market acceptance for such a concept.

3. To identify the competitors in the market and gain a better understanding by carrying out their SWOT analysis and PEST analysis.

4. To utilize the weaknesses of our competitors to our advantage.

5. To conduct SWOT analysis of the proposed restaurant in order to identify its market position.

6. To carry out a fair share and market share analysis of the proposed Catering service in comparison to the competitors present in the market. Thus, inferring the market ratio and performance ratio of the restaurant.

7. To break even within a period of two years.

S.W.O.T Analysis of Socialized Catering Services:


The fees structure includes food due to which most of the children prefer to eat in the school itself.

Large number of students to cater.

Good response from students.

Hygienic and light food.


Less sitting space.

Gets over crowded during lunch.

Wastage of food due to swinging mood of students.


Can start a chain of catering services in other school as well.


Upcoming competition.

Hawker stalls.

TRADING AND Profit and loss account

For the year ended 31st March, 2010

Dr. Cr.







To Purchase 72,100

Less returns 2700


By Sales 85,000

Less : Returns 1,300


To Carriage Inwards


By Closing Stock


To Salaries & Wages


To Gross Profit c/d




To Office Expenses


By Gross Profit b/d


To Sales Van Expenses


By Discount


To rent & Taxes 10,700

Add: Outstanding 900


To Telephone Charges


To Potage & Telegrams


To Printing & Stationary


To Commission


To Salaries & Wages


To Bad Debts 3,000

Add: Further Bad Debts 200

Add: Provision Required 900


To Dept. Sales Van 3,000

Add: Furniture 500


To Net transferred to Capital A/c





As at 31st march, 2010







Current Liabilities

Current Assets

Bills Payable


Cash In Hand




Bill Receivable


Rent Outstanding


Debtors 18,200

Less: Bad Debts 2000

Less: Provision 900



Capital 3,50,000

Less: Drawings 7,500


Add: Net Profit 5,450


Closing Stock


Fixed Assets

Sales Van 15000

Less: Depreciation 3000


Furniture 5000

Less: Depreciation 500