1.

0 Introduction

In Bangladesh the concept of theme restaurant are very few not usually being seen. This
concept has grown most recently. So, the existing competitors of this initiative, which is
theme restaurant, are very few in number. “Voot” is the first competitor in case of theme
restaurant. But in the sphere of food industry there are more competitors that the
condition to sustainability of growth in this field is very challenging. There is another
theme restaurant is under construction. Another competitor of our theme restaurant is
“Saltz” on Gulshan - 2 looks like a huge deck of a ship with fishing nets and all. It offers
some of the choicest seafood in delectable recipes. Spitfire, just below “Saltz”, is like a
diner in a good old Western offering all kinds of exclusive continental food including
pricey, scrumptious steaks.

2.0 ABOUT CAPTAIN’S DINE

The “CAPTAIN’S DINE” theme restaurant’s main objective is to adopt the penetration
pricing strategy and to focus on the quality of the products, so we get a good response
from our customers. We have started our journey in the year of 2008 and located at
Baridhara.

Captain’s Dine is a theme restaurant. It provides excellent quality of foods in both buffet
and in packages, drinks and stunning environment of having meal that gives a different
experience of entertainment. It also provides the catering service, different shows, play
and event management programs in the restaurant.

Theme restaurants are for the most part noisy, cluttered, overpriced places that are strictly
tourist traps, and, though some have their devotees, if you eat at one of these places,
you've eaten at them all. Fans should have a good time checking out the stuff on the walls
of the appropriate restaurant. And while the food won't be the most memorable ever, it
probably won't be bad and will be moderately priced.

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CAPTAIN’S DINE Mission Statement

The company's goal is that of a multi-faceted success. Our first responsibility is to the
financial well-being of the restaurant. We will meet this goal while trying to consider; 1)
the effect of our products on the health and well being of our customers (and our staff), 2)
the impact that our business practices and choices will have on the environment, and 3)
the high quality of attitude, fairness, understanding, and generosity between management,
staff, customers, and vendors. Awareness of all these factors and the responsible actions
that result will give our efforts a sense of purpose and meaning beyond our basic
financial goals.

Captain’s Dine Restaurant

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Description of the Service
Various types of Foods served of different origin like Bangladeshi, Indian, Chinese, Thai,
European & French cuisine. There is expert and experienced cooks for the preparation of
the foods of different kind. Any kind of soft drinks is available in the theme restaurant.
Different event like Birthday, Marriage ceremony, and Official parties is arrange if the
customers want. For different occasions and for special dishes of food the price is
charged differently.
This theme restaurant organizes different shows. As a theme restaurant with the theme of
captain’s ship; there shows of different play at the time having the meal. Without this
shows another shows organized according to the need of the customer.

Customer
Customer is the main focus in perspective of products manufacturing business and our
business is product oriented business. They are one of the main elements of any
manufacturing business. We are always wanted to ensure the quality of the products and
their choice. Only customer satisfaction can be helping a company to reach in a higher
stage of the industry. By analyzing the customer survey we decide ourselves to introduce
some sea food items and in future we are tried to meet their demand. We also divide our

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customer in some segments where the income level, family member be
emphasized.

Customers are the key for us so in our business plan. We emphasize them very
attentively. Provide home service is another preferable thing to the customer and most of
them are willing to get this service so we also would be considering this thing.

Mainly the upper and upper middle class people are the customer of this restaurant.
People of different age can come here and enjoy sometimes having their meal. Market
segmented around 4 or 5 groups as:

 Adult Group

 Children Group

 Young Generation

 Married & Unmarried couples

 Foreigners

Captain’s Dine is a theme restaurant. Theme restaurants generally attract couples and
families. From our survey and experience, we have found that very few people come
alone in a theme restaurant. Normally, people like to enjoy the shows and food in theme
restaurants with their family. That is why, we have designed our menu in a way so that it
attracts couples and families.

Captain’s Dine Restaurant’s menu consists of several Packages. Each package contains
several different food items like soup, rice, chicken, beef etc. Each item of a package can
be chosen from a series of dishes. For example, if a package includes soup in it then the
customer can choose the soup from the soup menu, which consist several types of soups –
Thai soup, Corn soup etc.

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 3.0 MARKETING MIX OR 7 Ps OF CAPTAIN’S DINE

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3.1 PRODUCT

The food is crucial. Quality assurance in the food service industry is very important to the
health of the business. If the product (menu) can be differentiated amongst competitors
and stand out with a unique value to customers, it'll work out well for the restaurant.

3.2PRICE

Pricing strategies need to be employed effectively here. Is your restaurant an ethnic

Pricing plays a central role in economics. It balances demand and supply, provides an
incentive for new players or products, and distributes income between buyers and sellers.
Therefore pricing has a direct impact on the profit of our restaurant, and on all other
elements of the restaurant. However, it is one of the most overlooked and poorly
understood areas of marketing.

From Captains’ Dine’s perspective, price and sales volume of its dishes (products) are the
single most important decisions. Ultimately, the higher the price can be raised, assuming
stable unit costs and sales volume, the higher the profit.

3.3 PROMOTION

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This is pretty self-explanatory. How is the restaurant perceived by the
community? If it's a large and happening place, how is it perceived in the greater area or
even the nation? All of this needs to be managed by effective promotions. The message
the restaurant sends out (either through advertisements, press features, or word of mouth)
needs to be

able to generate awareness and interest among potential customers and existing
customers alike.

Sales promotions are marketing practices designed to facilitate the purchase of a product
that do not include advertising, personal selling, or public relations. Companies use sales
promotion for a variety of reasons:
(1) To attract new product users who will hopefully turn into loyal consumers who keep
buying the product;
(2) To reward existing consumers with a price reduction, thereby maintaining their
loyalty; and
(3) To encourage repeat-sales from occasional consumers.

3.4 DISTRIBUTION

The place, in this unique case, is the ambiance of the restaurant and the staff. How is the
food delivered to the customers? How are they being presented? What is the experience
like dining in the restaurant? All of this needs to be taken into consideration because the
component of the "PLACE" for a restaurant entails the entire process of getting the food
into the customer's mouth. That includes the experience from when they first arrive to

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park their cars, and being seated promptly and offered quality service, to when
the bill arrives on the table and they leave the restaurant.

3.5 PEOPLE

An essential ingredient to any service provision is the use of appropriate staff and people.
Recruiting the right staff and training them appropriately in the delivery of their service is
essential if the organisation wants to obtain a form of competitive advantage. Consumers
make judgments and deliver perceptions of the service based on the employees they
interact with. Staff should have the appropriate interpersonal skills, aptititude, and service
knowledge to provide the service that consumers are paying for.

3.6 PROCESS

Refers to the systems used to assist the organisation in delivering the service. Imagine
you walk into Burger King and you order a Whopper Meal and you get it delivered
within 2 minutes. What was the process that allowed you to obtain an efficient service
delivery? Banks that send out Credit Cards automatically when their customers old one
has expired again require an efficient process to identify expiry dates and renewal. An
efficient service that replaces old credit cards will foster consumer loyalty and confidence
in the company.

3.7PHYSICAL EVIDENCE

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Where is the service being delivered? Physical Evidence is the element of the
service mix which allows the consumer again to make judgments on the organisation. If
you walk into a restaurant your expectations are of a clean, friendly environment. On an
aircraft if you travel first class you expect enough room to be able to lay down!
Physical evidence is an essential ingredient of the service mix, consumers will make
perceptions based on their sight of the service provision which will have an impact on the
organisations perceptual plan of the service.

NED

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