introduction

TICbegan as a humble and down to earthWayside tea shop, has now

progressed into aeminent Food Joint called as Thakur Intercontinental.
The main benefactor, Mr. Thakur is an opportunist who knows what to
add to his business and when to add it.
He has a very approachable nature which permits him to get along with all
students. Students who are away from home feel very contented in this
setting.He acts like a family member and a friend and is always present in
time of need.
His knowledge on various aspects of the society was commendable often
getting into healthy arguments with the students.
He has been able to run his business with constancy and has always tried
new ideas to keep his business developing.
It is now the correct time that Thakur takes his business to a next level
with innovative ideas and business management techniques.

facts of the case

No Competition in the vicinity

No compromise on the quality of the foods.
A very good customer oriented approach.
Connect with the Customer.
Multiple Value added services for e.g.:- Home delivery and Late
Night Food services.
Multi Faceted personality. E.g. Good PR skills, people friendly.
An Opportunist - Tapped every Business opportunity.
Monopoly of his business.

assumptions
Credit Facility:- Unlimited credit facility could be harmful to his
business which could turn out to be a bad debt.
Limited focus :- which in turn resulting into limited customer based
Lack of funding

problem / oppurtunity identification

Tiffin services
Distribution of food product in the badi market.
General Utility: As the Badi market was 4km away from the
university hence transport and finance is an issue
PCO for students
Add-on Services:Home delivery Late night canteen services during
the exam timing.
Tea Stall & nicotine products
Small Time eatery because the food of the mess was not good in
term of quality.
Restaurant Catering services. Expansion of the Business/ Creating
Brand TIC.
General stores/Xerox & stationery.

source identification of problem

Very limited Management Skills.

Small Place
Vacation Planning:- He need to come up with backup plan to earn
money during the vacation period.
Funding
Staffing
expansion

Analysis of problem

Changes in Government rules and regulations

Dependency on the University.
Competition in the vicinity.
Confiscation of land.
Only one set of target group. Students.
If the food services as the mess is improved them it would impact
the business of TIC.
To survive in the changing market environment and to consistently
run the business in profit.
Biggest challenges Thakur faces with this venture is Staffing and
Finance.

best solution

He should look into his money reserves and apply for a loan from a
scheduled bank. He can start providing Tiffin services in the Badi Bazaar
area so he can cater to a wider customer base.
He can start providing them commercially to local Sweet Shops.
Restaurants and Movie Theatres under brand Name TIC.
The loyalty factor will help,Ideally from his village.
Small investments like flyers providing details of services can be
distributed in the market area. Advertising on Panchayat Boards and Cycle
He can Advertise his food quality. His food is home made and provides
good variety at reasonable prices.
TIC is his comfort zone and he needs to venture out of his comfort zone
to achieve greater success.

short Term Goals

This includes mostly sticking to basics and being realistic.
Mid Term Goals:
Starting Catering services will enable Thakur to have an increased
penetration in the market and make him a house hold name. making him
a known name and increase his contacts. Distribution Services is to be
able to survive. increase customer base. Also the profit margins in this
business is very high
Long Term Goals
This is to create a brand TIC in the market. To have the maximum market
share. Food distribution and a general store with all college stationary. To
combat any competition at hand.

He should play on his strengths

Staffing- He should hire 2 trustworthy and hardworking people who he
knows. Distribution of Samosas and Jalebis
TIC is known for his mouth watering Samosas and Jalebis.
he can start with new businesses which would low cost and higher profit
margins.

alternative solution
Establishing distribution channel to penetrate the market.
Distributing his products outside pantnagar and promoting the
brand.
Giving TIC franchisee to local outlets outside pantnagar .
Once above short term goals are achieved it will ultimately leads to
establish brand TIC.
Standardization of the product and the packaging to ensure the
uniformity in quality and taste.
expanding menu items

Chinese.
Expanding the menu by introducing new varieties such as burger.
meals. lassiwthsabji roti. pepsi with pavbhaji.
he was selling products at cheaper price. This should attract the
locals too
Punjabi dishes. This will lead to increase in the net contribution of
this products
Place related Room delivery to the students and professors Home
delivery to the localities near Badi market
campus Promotion Placing banners in and around the campus and
badi bazar promoting new varieties and offers

 Publishing menu of the day or menu of the week or specialties in the

local newspapers or placing small board in campus highlighting
these things
pizza. he can increase the price a bit as to increase d revenue
Introducing combo offers.

conclusion

finally we can conclude on the answer for the question asked, Thakur,
indeed was marketing primarily.
here are the points to prove it.
1. thakur was focussing clearly on the need of the buyer, and thus
servicing the need and hence marketing.

2. thakur had a vague plan to implement long-term strategies to get sales

and value-added services etx, which is a forte of marketing.

3. thakur had identified his niche and Created a category where he is

good his niche market. which also is a strong feature of marketing.

4. Regular communication will help you build relationship the customer

is less concerned of how much you know but more of how much you care.
thakur knew all too well of this facet of marketing and employed it well to
establish a good PR going in for his business.

5. thus it can be commented majorly that thakur indeed started from

selling but moved and progressed to marketing.