0

000000 Business Name

BHAGGI RESTORAN

Name of the PRINCIPALS:

Date: 25TH April, 2016

Istanbul, Turkey
0800-111-222, bhaggi-restoran.com
Any form of reproduction, dissemination, copying, disclosure, modification, distribution and or publication of this
material is strictly prohibited.
This report is dedicated to our

Respected Mr. Rehan Ahmad,

Whose guidance has enabled us

with skills and knowledge to
compile and present this report
Bhaggi Restaurant is a Continental Restaurant
providing its customers food and beverages in
Horse Carriage and Sightseeing Train with royalty
01
services in Pakistan currently but now expanding
in Istanbul (Capital Of Turkey).The reason behind
this expansion is saturation of local market and
desire to improve profits and reason for selecting
Turkey for that expansion is that Turkey is most
dynamically developing economy of world and its
02
history & culture support concept of Bhaggi
restaurant. Our entry strategy is a joint venture
with Turkish Executive of our Business at a
percentage of 1 or 2, and we chose localization
strategy because our first priority is customer
03
preferences. And in Turkey we have low level of

04
PCR but high level of PLR. Turkey is free market
economy. Level of integration of Turkey is FTA
with trading bloc (NATO, OPEC, EU) custom
union with EU and common market with (EU).The
political system of Turkey is democracy in which
every person has right to vote & major macro
political risk there are business corruption in
Turkey, judicial system and terrorism and micro
political risks are expropriation risk, counterfeits
and failure to abide by terms of agreement.
08
Turkeys and Pakistans culture is similar but
different in terms of language that can be
minimized by hiring translator or other effective
strategies. Staffing policy is polycentric and our
target segments are families mostly and other
09
tourists and locals and we are using promotion

09
tools like TV, newspapers , steamers, brochure and
e-advertising. Our distribution strategy is exclusive
distribution. Our managers face verbal, perceptual
and contextual communication barriers there that
will be conquered by different strategies. In host
country we are focusing on long term relationship
with customers suppliers and we are also investing
in CSR. 11
12
Table of Contents
Business Profile

Host Country

Entry and Operational Strategy

Economic and Political Profile

Cultural Profile

Staffing Policy

International Marketing Strategy

Communication

Host Country Concern

 SECTION 1

Business Profile

Business Name Bhaggi Restaurant

Logo

Vision Statement To endorse culture & history thru a profitable business

We aspire to provide royal dinning & traveling experience for ready to eat
Mission Statement food consumers at best archeological sites in Pakistan within classic and
innovative clean environment by well-trained and courteous employees.

Business Structure Private Limited Company

SHAHI BHAGGI Bhaggi with dinning service for family up to 8
members
Services FAIRY RIDE Bhaggi with dinning service for family up to 4 members
ROYAL RAIL Sightseeing train service for 3 families with up to 8
members each

Head Office Address Near Badami Bhag Center, Circular Road, Lahore, Pakistan

Phone Number 0800-111-222

Website bhaggi-restaurant.com

Business Description
Bhaggi Restaurant is a restaurant on wheels. This restaurant provides its services on Fort Road, Lahore,
Punjab, Pakistan. This market area involves food streets and restaurants and archeological sites.

Bhaggi Restoran 1|Page

Bhaggi Restaurant is a Continental Restaurant which provides its customers food and beverages in Horse
Carriage and Sightseeing Train with royalty services. Target customers are both local and tourist visiting
archeological sites located on and nearby Fort Road, Lahore.

Customers will opt for this service while they visit the Fort Road or will plan to have this service on
occasions like Eid Celebration, Birthday Party, and Anniversary Celebrations etc. Therefore the Bhaggi
and Train will be decorated according to the event.

Currently the restaurant is providing services only on Fort Road but in coming years its objective is to
expand its services not only to other archeological sites in Lahore but to other societies of Pakistan like
Multan, Islamabad, and Hyderabad etc.
The business will capture it market thru promotion on internet, newspaper and banners. Its a private
limited company with equal share of all shareholders. These shareholders are also directors and managers
of the business.

Reasons to Go International

Domestic Market Growth is slow - going international to achieve higher rates of

growth
Our Strategies are capable enough to meet the requirements of international market
- are going international to utilize our capabilities fully
To get higher rank in economies of scale

To get First mover advantages in related countries (reasons to go internationl)

We have potential for growth

To get to the bigger market to get bigger customers

Improve Profits

Increase innovation

SECTION 2

Host Country

Country Selection
Turkey is the country in which we are going to operate. (subsidiary-vs.-branch-
in-turkey)Mainly we will start from Istanbul, the largest city of Turkey which is
also the only city that straddles two continents: Europe & Asia. Having enough
recognition there, we will expand to Antalya, Alanya, Ankara, Kemer, Adana,

Bhaggi Restoran 2|Page

Bitez and so on.

Reasons for Selecting Turkey

Culture is ideal for highest growth of this business

35.9 million international tourists (our main target customers are tourists though)

Low taxes 20% corporate tax annually (Reasons.aspx)

Qualified and competitive Labor (well-educated, motivated and over 29.2 mn young
professionals) (set_up_a_company_in_turkey)

Successful Economy (startup of business)

o Worlds most dynamically developing market.

o Ranks 5th among EU countries

o GDP worlds 17th largest economy in 2012

Governments incentives (turkish_economy)

o SMEs exemption from custom duties

o Credit guarantee up to 1-1.5 million (government support)

o KGF covers up to 80% of the loan (government incentives)

O
O SECTION 3

Entry And Operational Strategy

Entry Strategy
Joint venture with Turkish Executive of our Business at a percentage of 1 or 2, mainly
we will get his loyalty and motivation through rewards on achievements. While with
concerned Restaurants, we will prefer MOU (Memorandum of Understanding) in future
(strategy).
Reasons for choosing Joint venture
We are insecure about the loyalty of Turkish Executive; this strategy will help us to strengthen
long term relationship
Make it easy for us to collaborate on short term projects
As risks and losses will be divided, Executive will perform more accurately (responsively) in
favor of our business
He will motivate other Turkish employees too for working efficiently
He will make sure to utilize the resources at full with specialized staff working, most suitable
technology and precise finance management
Bhaggi Restoran 3|Page
 (infoenterpreneure)
Operation Strategy
We choose localization strategy because our first priority is customer preferences. And
in this strategy we have low level of PCR but high level of PLR.

Ultimately, our business is our consumer; make them happy and they will sing our
praises for years to come. If lose sight of their needs and it wont be long until they go elsewhere.
(Customer needs)

Reasons for choosing Localization

Provide restaurant and Amusement in one place. (competitive edge)
Hire locals (Localization strategy)
Understanding locale-specific requirements
Gaining local preferences(Business name in Turkish language)

SECTION 4

Economic And political profile

Environment in Which to Operate

Business environment is continuously changing unpredictably which has become the

reason of rapid rise in the level of competition too. Now customers cannot be ranked as in
the past, now they demand more sophisticated and better value and improved service on
shorter lead time, also product novelty. (EJTHR_Vol6_2_Art6)

Operational Factors
Operational factors include both internal and external factors that affect the business.

Internal factors
Internal factors are those factors which are within the premises of the business and which affect directly
to business operations. Internal factors that will affect our restaurant business include:

Financial resources, we have clearly planned how and from where we will get finance
Physical resources, we have overcome this threat by selecting the best location for our restaurant
that will appeal more tourists & nationals.
Human resources, Turkey labor market productivity is high
Innovation, we are offering an innovative BHAGGI Restaurant that will attract more audience,
so this threat is also minimized by innovative idea.
Internal relationship of top management with employees, As our mangers are not well-aware
of the Turkey culture so there may be a conflict between them that will affect our business.

Bhaggi Restoran 4|Page

External factors
External factors are those which are beyond the control of business these can hit the business on Micro as
well as Macro level.
Economic Factors

Economic System:

The economy of Turkey is free market economy. (Economic system)

Trading Blocs:
Turkey is part of three big trading blocs: EU(European Union) NATO and OPEC with purpose to
remove all tariffs & taxes on goods, people and services. (OPEC) (NATO) (trading blocs)

Trade Restraints:

Restraints on imports from non-European countries are approximately three per cent above European
Union (EU) rates, but vary on a product-by-product basis. But before start business some documents are
required, Product certification, labeling, packaging & Special certificates. (Restraints)

Level of Economic Integration

1. FTA (Free Trade Area)

Turkeys Free Trade Agreements

Bhaggi Restoran 5|Page

 Level of integration Blocs/unions
FTA NATO,EU,OPEC
Custom union EU
Common market EU
Besides this Turkey is not part of any economic & political union. But EU observes on this point for
future. (Custom union) (custom union) (country Data)

Related Industries

Our main and most important related industry is Restaurant Industry.

Labor wages:

Minimum Wages in Turkey increased to 1647.

Agriculture:

Agricultural extension and research services are poorly organized and generally inadequate
because of shortages of qualified advisers, transportation, and equipment.

Other Industries:

Equipment, Food, Furniture, Furnishings & Decorations, Uniforms. (Related industries)

Bhaggi Restoran 6|Page

Political Factors

Political system of turkey

Turkey is a democratized country in which every person has the right to vote. Country
has developed as a strong tradition of secularism.

Macro political factors

Types of macro Macro Political risks in Turkey Strategies to overcome

Political risks these risks

Business Corruption in Corruption is wide spread in Turkey's public To overcome the corruption
Turkey and private sectors. Politics, public procurement risk we will also develop
and construction projects are particularly prone good relations with the
to corruption(legal and political structure) government and other
officials.

Judicial system A weak administration of justice is high risks in

the Turkish judiciary. The constitution provides
for an independent judiciary, but it is suggested
that the court system is subject to executive
interference. (judicial system)

Terrorism There is a threat from terrorism in Turkey and a Turkish government is very
number of terrorist groups remain active in the serious to overcome this
country. (terrorism in turkey) risk from their country and
as it is the high risk for
their tourist rate so it will
be reduce sooner.

Micro Political Risk Analysis

Types of Political Political risks in Turkey Strategies to

risks overcome these risks

Devaluing currency Devaluing currency risk prevailing in turkey as The By hiring local
Turkish Lira leads in this process. The dollar which employees
was 1.82 liras in May 2013 went up to 2.28 liras on By using local
Sept. 30, 2014. Thus the lira lost 26 percent against R&D
the dollar. In the period in question, the month that the By local
lira lost the most was January 2014, and when the lira production of
lost nearly 7.5 percent against the dollar, the Central meal
Bank opted for shock increases in interest rates. By taking loans
(devaluing currency) from local banks
of turkey
Bhaggi Restoran 7|Page
Expropriation risk Turkey Expropriation risk, (1=low, 7=high): For that We will
indicator, Credenda Group provides data for Turkey eliminate it by
from 2014 to 2015. The average value for Turkey hiring local
during that period was 3 index points with a minimum employees of
of 2 index points in 2014 and a maximum of 4 index turkey
points in 2015. (turkey expropriation risk) By JV with
locals
By effective
labor
relationships
By diversifying
the production in
Pakistan and
turkey
Failure to abide by As there are the risks of corruption and bribery and by making good
terms of agreement the judiciary system is also not good so there is the relations with
risk of failure to abide by the terms or agreement by government of
government. turkey and its
officials, by
showing them
that there will be
their benefit in
our business
Counterfeits Turkey is only behind China in its production and By limiting the
market of counterfeit or pirated goods, with a market local employees
worth $10.8 bn. Some of the most prevalent fakes sold in our business
in Turkey today include foods with bogus ingredients, By limiting local
drinks, pharmaceutical drugs, car parts, electronics, R&D operations
household products, and intellectual property By developing
including software, music and videos. good relations
with the Turkish
government and
its other political
parties

SECTION 5

CULTURAL PROFILE

CULTURAL BARRIERS

Pakistan Turkey
Language Urdu-Official Language Turkish-Official Language
English-Also Prevalent

Bhaggi Restoran 8|Page

Religion Muslims-9% Slam-Prevalent Religion
Christians Or Hindus-3% 99.8% Muslims Registered To
Islam
Education Literacy Rate Not So High Literacy Rate Comparatively
High
Social Class System-High Class System-High
Structure Social Mobility-Not High Social Mobility-Not So High
Individual Spending-Less Individual Spending-Less
Family System-Joint Family System-Joint
Political Democracy Democracy
Ideology
Economic Communism Communism Approach
Ideology
Language is a Barrier
Cultural Religion Not A Barrier
Barriers Social Structure
Somehow Same
Education Rate Is
Different
Political Ideology
Is Same
Economic Ideology Is
Also Same
Strategies Language-Appoint A
To Translator
Overcome Education-Hire Young
Barriers Employees From
Turkey
Political Ideology-
Would Build
Good Relations With
Public
Economic Ideology-
Maintain
Goof Links With
Government
Dimensions Power Distance-55% Power Distance-66%
Individualism-37% Individualism-37%
Masculinity-50% Masculinity-45%
Uncertainty Avoidance-70% Uncertainty Avoidance-85%
Business Very Punctual People
Etiquettes Like To Give Gifts
Formal Dressing Code
Bribery & Corruption Prevalent
Believes In Negotiation
Make A Decisions In Various
Steps

Bhaggi Restoran 9|Page

 SECTION 6
STAFFING POLICY

Staffing Policy

Polycentric staffing policy (hrm issues) (localization policy)

Rationale for Choice
Most preferable for localization
Save cost spend in bringing home country managers
Enable the managers to stop from thinking in one direction(myopia)
Eliminate cultural barrier
Young employees in Turkey are highly qualified (staffing approaches)
Host country nationals are better able to provide information to company regarding local country
policies, rules and regulations and culture at every abroad destination.
To make use of local employees provides a message to host country that the company is honest
and committed with host country.
Host country government supports this sort of staffing.
Increases the morale & career opportunities of local staff. (international staffing policy)

SECTION 7
INTERNATIONAL MARKETING STRATEGY

Segmentation & Targeting

Service Target

SHAHI BHAGGI Family up to 8 members

FAIRY RIDE Family up to 4 members
ROYAL RAIL For 3 families with up to 8 members each

Tourists, Locals, Families

Competitors:

We have not any direct competitor, but have indirect competitors like other traveling sources.

Pricing Strategy
Adopting skimming price strategy because initially setting lower prices would badly influence
our businesss image and being first-mover it is best to adopt high pricing strategies to attract
customers mind and to build first impression as a luxury service brand.

SERVICES SHAHI BHAGGI FAIRY RIDE ROYAL RAIL

Bhaggi Restoran 10 | P a g e
 Meal charges It varies as per order by the customer.
Tourist guide 10 5 20
Theme setup charges 20 20 25
Fresh Flower Setup 30-60
Charges
Tour charges 30 40 80
Additional tour charges 15 20 30
Advance Payment 25% of Total Amount

For frequent customers we will receive discount coupons from us whose plan is as following:

2nd visit = 5% discount

3rd visit = 10% discount

3 plus visits = 10% discount & meal for one free

Promotion Strategy

Tools Quantum Source

TV Twice a week 24 Haber (Turkish)
Star TV (Entertainment)

Newspaper Daily Daily Sabah (English

Newspaper)
Zaman Newspaper (Turkish)
Steamer 100 The roads of Istanbul
Brochures/leaflets/flyers 500 stiklal street, Badat Street,
Abdi peki Street, Nispetiye
Street, Nuruosmaniye Street.
(Streets)
Banner/billboards 5 Near Blue Mosque, near Chora
Church, near Galata Tower,
stiklal street, Nispetiye Street
(Places)
Internet advertising -------- Facebook, website, Twitter.

Distribution Characteristics

1. Retail concentration
As we are entrepreneurs, our idea is unique providing meal while travelling on Bhaggi.
There is no actual competitor in the market initially.

2. Channel length

Bhaggi Restoran 11 | P a g e
Our Chanel length is Manufacturer --- > Customer because we are directly providing our services to
customers. Not using any intermediary for our services. As for as the meal is concerned, Food supplier ---
- > Customer we will contract with well reputed restaurants in Istanbul and will provide meal to customer.

3. Channel quality
We will hire a skilled and qualified local Turkish who has much understanding of market.

Distribution Strategy

Exclusive distribution
We are adopting exclusive distribution strategy at initial launching by starting our business in Istanbul.
We will adopt selective distribution strategy, when we will expand to Antalya, Alanya, Ankara, Kemer,
Adana and Bitez.

SECTION 8

COMMUNICATION

Problems faced by managers in host country environment (Turkey)

Contextual communication barriers

Managers dont know how to act non-verbally & which facial expression and hand gestures are
common in turkey.
Managers dont know how much eye contact is required for ensuring that the person next to them
is listening to them.
Managers may face difficulty in learning their communication styles.
Verbal communication barriers
Managers does not have grip on national language of Turkey (Turkish).
Managers may not have adequate knowledge about the sensitive topics of Turkey.
Managers may face the problem of interpretations about different issues.
Perceptual communication barriers
There may be a workplace conflict among managers and employees as both will perceive things
in different ways.
Managers dont know how Turks perceive the new entrants in a society.
How to deal and prepare for these problems

Overcome Contextual communication barriers

Face to face communication is mandatory to set up or finalize a business meeting.
When meeting with colleagues, there should be distance of an arm.
While meeting with people shake hands as it is important for them and considered as a sign of
respect.
Managers should seek help from Turkish culture to know that how much eye contact would be
most appropriate to deal with the Turks.

Bhaggi Restoran 12 | P a g e
 Overcome Verbal communication barriers
Turks young generation have fairly good command on English language, as for our
restaurant business ,Manager have to deal with all types of people so he/she must have a
good command on Turkish the national language of Turkey.
They must have to learn Turkish language to avoid interpretation problem.
They should hire a translator who can translate the words of manager in Turkish to the
subordinates.
Managers should communicate with the subordinates frequently so that they can get to
know about the nature of employees and what is their emotional level for example
whether a particular employee believes in harshness or leniency
Managers must prepare flexible
Overcome Perceptual communication barriers
Turks dont like to discuss their conflicts openly. Manger must talk/approach their subordinates
secretly or individually to resolve the conflict.
Managers should know how Turkish people get attracted towards a particular whether the quality of
product matters for them or packing whether they like too much advertisement or not. Moreover they
shop only traditional product or experience with the new products.

SECTION 9

HOST COUNTRY CONCERN

Bhaggi Restoran not harms environment, society & human-beings there.

Our innovative business will be a great source of enjoyment for people there.
We will pay all taxes and duties imposed by government there.
We will not target a special interest group or harm any religious views in Turkey.
Will collaborate with media & develop good relation with them to enjoy good repute
Will also invest in CSR.
Will never compromise on quality.
Will develop long term relationship with employees, customers, suppliers.

Bhaggi Restoran 13 | P a g e
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