Deans Trade Centre

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C O N T E N T S

Sr.No.

TOPIC

PAGE #1 Executive summary......................................................................2

3 Introduction ..................................................................................3

4 Asias Biggest Commercial Centre..............................................3

5 Gandhara Consultants Pvt. Ltd.....................................................3

6 Deans Marketing Group (DMG)..................................................3

7 Mission Statement........................................................................4

8 Real man behind the project (Owners).........................................5

9 Overall Project Plan......................................................................6-9

10 External Environment Factors......................................................10

11 Demographic Environment...........................................................10

12 Population Growth........................................................................10

13 Age Mix........................................................................................11

14 Educational Groups......................................................................12

15 Economic Environment................................................................12

16 Political & Legal Environment ....................................................13

17 Social & Cultural Environment....................................................14

18 Planning........................................................................................15

19 Organizing....................................................................................17

20 Organizational Hierarchy..............................................................18

21 Departmentalization......................................................................18

22 Staffing.........................................................................................20

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23 Controlling....................................................................................20

24 SWOT Analysis............................................................................22-23

25 Market Segmentation....................................................................24

26 Role of Deans Trade Centre in NWFP.........................................26

27 Differentiated Trade Centers........................................................24

28 Impact on Consumer Market........................................................27

29 Trend Setter..................................................................................29

30 Impact on Business Market..........................................................29

31 Attract Foreign Investors .............................................................30

32 Impact on Existing Market...........................................................30

33 Offices

............................................................................................

31

34 Medical Complex..........................................................................31

35 Final Analysis...............................................................................32

36 Recommendations.........................................................................35

37 Bibliography.................................................................................37

EXECUTIVE SUMMARY

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We offer deep & sincere thanks to almighty Allah, most gracious,

most merciful, who blessed us with the capabilities of heart & mind which

led successfully to complete this assignment. We are also thankful to Mr.

Mohsin Iqbal Rohilla, Client Relation Officer and Mr. Fahim Yousaf,

Recovery Officer at Deans Trade Centre & Hotel Tower for his lively

cooperation & for lending us his valuable time.

Our special thanks to Mr. Imtiaz Shaheen, who helped and guided us

in completing the assignments.

The assignment is about the Management process of Deans Trade

Centre. To make things look easier, we framed the topic into a No. of

sections. Each section carries information regarding various interesting

aspects of the Deans Trade Centre & Hotel Tower. Beginning with a brief

introduction, we come over to the overall project plan. After understanding

the overall plan. We have a separate section regarding the market analysisthat we conducted. Now coming to the core of the research i.e. the role of

Deans Trade Centre & Hotel Tower in N.W.F.P. You are likely to find

knowledge information regarding the various impacts that Deans Trade

Centre & Hotel Tower will venture once it gets going we have the Final

analysis. Finally we have ventured certain recommendations that might help

Deans Trade Centre & Hotel Tower in the year to come.

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INTRODUCTION

ASIAS BIGGEST COMMERCIAL CENTRE, DEANS TRADE

CENTRE & HOTEL TOWER PESHAWAR CANTT, PAKISTAN

February 1998, a month that will remain marked in the books of

history, it was finally decided. The local trade community could do much

better if there had been a commercial centre. A centre fully equipped with

state of the art equipment & creative instincts. The basic idea was to provide

the local traders a place where they were able to operate under one roof.

Keeping in view the needs and wants of the trade community, the idea was

then give a structural from, Gandhara Consultants Pvt. Ltd developed in the

project design.

GANDHARA CONSULTANTS PVT. LTD

Apart from being a culture, Gandhara Consultants Pvt. Ltd now has

turned to be a company inspired by its culture. A company, that focuses on

new & inspirational projects such as the Deans Trade Centre & Hotel Tower.

Unlike Siddique Trade Centre, Lahore, a master piece of fine architecture

and a number of projects in Karachi to their credits, Gandhara Consultants

have now engaged with people of N.W.F.P. in the form of Deans Trade

Centre & Hotel Tower.

DMG (DEANS MARKETING GROUP)

DMGneeds to be introduced. The organization plays a major role in

dealing in real state marketing. The organization is honored to have beenchosen for the marketing of Deans Trade Centre & Hotel Tower. With

projects like Sanam Garden, Rehman Garden and River View Apartments

etc to their name. The company is highly committed to provide services to

the best of their ability, no matter what the circumstances may be.

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MISSION STATEMENT

To facilitate and satisfy every customer under one single roof that

indicates that the primary objective is to deliver ultimate customer

satisfaction, yet be on the move in the attainment of organizational goals and

objectives.

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THE REAL MEN BEHIND THE PROJECT:

Looking back into the history, N.W.F.P. has been a land, rich is

culture & traditional values. The land has serves as a gateway mainly for

international trade for centuries. The trade actually revolutionized the

thinking of people belonging to different walks of life. The land called for

something that would bring & make people work under a single roof for not

only the benefit of the region but for the nation the time had come: some one

had to take the matter seriously. After years & years of market research &

analysis & looking at the feasibility & convenience of the trade community,

finally, it was decided to set up a trade centre. Well-Known business tycoons

Shahid Gul & Partners undertook the project. The partners are held in great

esteem in the business community. Financially well of the partners are

known to be business wizards. Their determination, clarity of thought &

well to excel is what this project needed.

The project first of all consists of a plot costing nearly

Rs.36,0,000,000/- purchased from Privatization commission of Pakistan.

The tactfulness comes into play. The project looks to be of enormous

financial intakes. Which its sure is. But actually, its been designed in such

a way that even the weak among the lot are able to have a part. As said

earlier that the project would not only benefit the region but the entire

nation, it is also subjected to attract business continentally. The project

would also serve as learning ground for up coming individuals frombusiness oriented schools. This is just the beginning -------

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OVERALL PROJECT PLAN

Deans Trade Centre & Hotel Tower

This section exhibits the project plan:

The Deans Trade Centre & Hotel Tower is actually a mixture of

ventures. The project is likely to have the following sections.

The Trade Centre

The hotel Tower

The Apartments/Medical Tower/Office Section.

Covering each & every topic was not an easy job, in order to makes thing

even, here is a brief introduction.

There are about 3,200 planned shops in the trade centers. The

geography of the land that Deans Trade Centre & Hotel Tower will be built

on is of unique nature. There are three (3) roads, Saddar Road, Islamiya

Road & Sunehri Masjid Road, that surrounded the Deans Trade Centre &

Hotel Tower. According to the calculations of Engineering Department, the

Islamiya Road section has a difference of about eleven (11) feet between the

two extremes i.e. the Saddar Road & the Sunehri Masjid Road.

The three (3) roads carry three (3) different sections accordingly.

There will be display shops for electronic equipments facing the

Saddar Road.

The Islamiya Road is for jewellery shops.

The Sunehri Masjid Road is reserved for the cloth merchants.

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The Deans Trade Centre & Hotel Tower is a multi-story building. The

first floor is of mixed-shops, from departmental stores to sports good on

anything. The second floor will be divisions of two i.e. play land for kinds &

fast food restaurants.

It has been tough shopping but not any more. The third floor will be

what the people of Peshawar have desperate to have, a car pool with

astonishing capacity of 2,000 cars.

As said earlier that the level of Islamiya Road indicated a difference

of appox, eleven (11) feet at the extremes. Therefore the shop facing the

Islamiya Road as distributed into two sections. One section that is the upper

ground is at the Saddar Road end & the lower ground is at the Sunehri

Masjid Road end. This gives the Deans Trade Centre & Hotel Tower a

natural advantage, as far as the structure is concerned. People have seen

basements but this is like buy one---- get on free.

There are two ways to understand the pricing of the shops. First of all,

naturally its the locations of the shop i.e. in which section your shop is

locates. Secondly, its the area of the shop. The bigger the area of the shop,

the higher the price.

The question catches real attention. The shops at the Deans Trade

Centre & Hotel Tower are on ownership bases. The procedure of the

allotment is very much clear. The process of this transfer is based on easy

installments. After depositing the advance money, for the convenience of the

depositors, the actual price is divided into installments.

There is also an active policy that is most likely to come into play.

The entire project, as the word refers, is going to be administrated by a team

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of highly trained individuals, lead by non other than the Shahid Gul &

Partners, it is them who are going to make sure that not only the customers

but also the shopkeepers are provided with a healthy environment. There is

going to a separate department to see to this matter. Union ships, Union

leaders etc trends by dealt accordingly. Anyone, found in involved in such

vitiates will face charges in a court of law.

LOWER GROUND

(For cloths and Jewellers from 590,000 up to 7,600,000.

Small Size Shops Medium Size Shops Large Size Shops

80 Sq. Ft to 130 Sq ft 196 sq. ft. to 224 sq. ft. 400 sq. ft. to 550 sq. ft.

590,000---1,000,000 1,200,000---2,600,000 2,600,000---7,500,000

UPPER GROUND

(For Electronic, Cloths and Jewellers from 5,720,000/- up to 6,600,000/-)

Small Size Shops Medium Size Shops Large Size Shops

80 sq. ft. to 130 sq. ft. 196 sq. ft. to 224 sq. ft. 400 sq. ft. to 550 sq. ft.

572,000---1,000,000 1,200,000---2,800,000 3,500,000---6,600,000

FIRST FLOOR

(Mixed Market and Restaurant Location on FF)

Minimum Price 650000 Maximum Price 1800000 Advance 50000

Installments 31 Monthly or Quarterly

Sizes from 80 sq. ft. to 137 sq. ft.

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SECOND FLOOR

(Mixed Market and Joy land location of SF)

Minimum Price 425000 Maximum Price 12, 00,000 Advance 50000

Instalments 25 Monthly or Quarterly

Sizes from 80 sq. ft. to 137 sq. ft.

THIRD FLOOR

(Office Floor).

Minimum Price 790000 Maximum Price 2552000 Advance 100000

Instalments 31 Monthly or Quarterly

Sizes from 323 Sq. ft to 880 Sq. ft.

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EXTERNAL ENVIRONMENT FACTORS

Those factors which are of outside and effects the organizational

decisions. Those factors may be effect the organizational decisions directly

or indirectly. Company & their supplies, market intermediaries, customers,

competitors & public, all operate in a macro-environment, forces & trends

that shape opportunities & pose threats. These forces represent non-

controllable what the company must monitor & respond to these forces area

s follow.

1. Demographic Environment:

The first macro-environment force that marketers monitor is

population because make up markets. Marketers are usually interested in the

size, growth rate of population in different cities, regions, age distribution,

ethnic mix, educational level, house hold patterns & regional characteristics

& movements.

a. Population growth:

The population of N.W.F.P. is increased immensely after the arrival of

Afghan Refugees. It is quite high as compared to the other parts of the

country. The fast increase in population eventually results in insufficient

food supply, depletion of key minerals, pollution & overall deterioration in

quality of life.

ANALYSIS:

A growing population means growing human needs but it does not

mean growing markets unless these markets have sufficient purchasing

power, N.W.F.P. market has great human power but the population is not

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matching to available resources. Especially is Peshawar, it has huge

attraction for business but consumers has how purchasing power.

b. Age mix:

Age mix means segmenting population on the basis of age groups.

Population can be divided into six (6) age groups.

i. Pre school

ii. School age children

iii. Teens

iv. Young adult 25-40

v. Middle age adult 45-65

vi. Older adults 65 & up.

ANALYSIS:

The most abundant group found in N.W.F.P. is that of teens, young

adults & school age children while in Peshawar majority consists of teens &

young adults. The segment is suitable for fashion garments, cosmetics,

computers with accessories & fast food huts. A large number of Afghan

Refugees are found in Peshawar. So while establishing a business in

Peshawar the owner has to adopt a promotional activity that is likely to fit

the situation.

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EDUCATIONAL GROUPS:

The population in any society falls into five educational groups.

vii. Illiterate

viii. High School Dropout

ix. High School Degree

x. College Degree

xi. Professional Degree

ANALYSIS:

In N.W.F.P literacy rate is satisfactory & is showing improvement.

The way the people think in actually what the businessmen are trying to do

business.

The people are able to make reasonable & rational decisions. Their

buying behavior has shown changes & they have once again started to prefer

quality of product to pricing.

2. ECONOMIC ENVIRONMENT:

Market not only requires people but potential customer. People with

not only the willingness & not with the ability but with both the willingness

& the ability to buy a product. The purchasing power in any economy

depends on the current income level, savings, debts & mot of all availability

of credit.

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ANALYSIS:

The income of people in N.W.F.P. is average but the market also

consists of those people who are moving from subsistence economy

(Agriculture) to industrialized economy (manufacturing). The other cause

low purchasing power is low rate of saving. This leads to low investment.

3. POLITICAL & LEGAL ENVIRONMENT:

Marketing decisions are strongly effected by development in the

political & legal environment the marketing in any respect is highly

influenced by the political & legal structure of a nation. Finally this but

government agencies & pressure groups also influence & limit various

organizations & individuals.

ANALYSIS:

In N.W.F.P. is gifted with unimaginable natural resources that if put

to efficient & effective use can really boost the national economy. Not only

the national economy and this can also lead to the appraisal of the living

standards of the people of N.W.F.P., Peshawar in particular. Swat is famous

for precious stones, woodcraft & hand-made carpets. Similarly, Peshawar is

famous for brass & electronic products.

Swat handloom factories were effected by international human rights

policies on the other hand the present governments export policy greatly

favors the gems of business & is highly supportive which makes a positive

effect on Swats business community.

So before formulating any sort of businesses strategy, one must take

in account these factors.

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4. SOCIAL/CULTURAL ENVIRONMENT:

The society in which people grow up shapes their beliefs, values

norms. People almost unconsciously a worldly view that defines their

relationship to themselves, to others & to the nature. Some like traditional

environment may like to be trendsetters & some fine satisfaction in seeking

natural beauty.

ANALYSIS:

N.W.F.P. is rich in cultural diversity. People are highly conservative

& normally dislike change in culture & society but since last 5-7 years, this

convention has been experiencing stages & experiments. Education is

playing major role in shifting the society towards modernism. Readymade

Shalwar Qameez & pullovers etc. garments Swat, Mardan, Kohat &

Abbotabad have now started to get appreciation of young adult groups while

jeans & dress pints/shirts & embroidered Shalwar Qameez (female) followed

the lead. Swat & Kaghan are famous for its natural wonders. People love to

go for camping, hiking, boating, & fishing has led to a greater opportunity

for the businessman with the idea of introducing hiking boots, tenting

equipments & frozen food supplies for picnics.

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PLANNING

Planning is the visualization and formulation of proposed activities

designed to achieve certain results.

Planning Consist on the following steps.

1. Set Office Objectives

2. Analyze the present situation

3. Forecast the environment

4. Determine Alternatives

5. Select the alternative

6. Put Alternative into action

7. Follow up with adequate controlling, organizing & Actuating

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Considering the above points, it is quite clear that Deans Group

followed the above mentioned steps. i.e.

1. Set office objectives.

Their objective is to provide an international level market and to

satisfy the consumer needs.

2. Analyze the present situation

No shopping centre can provide various products under single roof.

So there was demand of various products under single roof.

3. Forecast the environment

Peshawar is very competitive market. In all shopping centers there is

tough competition and we know they are busy for different products, Like

Bilour Plaza in Saddar is famous for Mobile Phones and Shafi Market is

famous for Cloth. So in Saddar there is no shopping centre which can

provide different shopping facility at one place or under single roof .

4. Determine Alternatives.

The alternative are Khyber Bazar, University Road, Saddar, City area,

But Saddar is in the centre of Peshawar so this is the most convenient to all

customers.

5. Select the alternative.

The best Alternative was chosen by Deans Group is Saddar in the

centre of Peshawar and most convenient to all customers.

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6. Put Alternative into Action

As Deans group selected the site they started the Asia Biggest Trade

Centre & Hotel Tower in centre of Peshawar. The area is situated on 40,000

square feet and it consist 3200 shops. It does not only include 3200 shops

but also consist on Corporate Offices, Corporate Showrooms, Business

Centers and Revolving Restaurant. It also has parking facility for 2000 cars

as well the mosque.

ORGANIZING

Organizing is the allocating of the total work to be done among the

work group, establishing the relative authority and responsibility of each

individual who is placed in charge of each work component, and supplying

the proper work environment

It is common to think that in the typical organization, the major

activities to be performed are production, sales and finance. Each must be

done satisfactorily if the enterprise to survive. The creating of utility for

others is basic for most enterprise. This, in turn, necessitates selling efforts,

so that the product or service is made available to buyers. The producing and

selling efforts necessitate financing activities, in that ample capital must be

obtained and maintained.

In addition to these three major activities, there are frequently

personnel and the office, which are included to assist the main function.

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DEPARTMENTALIZATION

Departmentalization is the process of grouping jobs according to some

logical arrangements.

In Deans Trade Centre and Hotel Tower, there are three groups

according to their functions

A. Deans groups

These are the owners or the people who made investment in the Deans

Trade Centre and Hotel Tower. It includes.

i. Mr. Nasir Jamal.

ii. Mr. Abdul Raziq.

iii. Mr. Shahid Islam.

iv. Mr. Shahid Gul.

B. Deans Marketing Group (DMG)

DMG is responsible for over all marketing and promotional strategies.

It has 3 directors.

i. Mr. M Sial Khan

ii. Mr. Jehanzeb Shinwari.

iii. Mr. Seraz-ud-din.

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C. Construction Group.

This group has the responsibility to complete the construction work of

the centre. The construction Company name is SAIMA BUILDERS,

KARACHI.

DEPARTMENTALIZATION BY PRODUCTS.

By product departmentalization it has 5 deparments.

a. Lower Ground.

The Lower ground is reserved for cloth and jewelleryproducts/business.

b. Upper ground.

This is reserved for Electronics equipments.

c. First Floor.

The first floor is reserved for cosmetics, watches, mobiles and

telephone products.

d. Second Floor.

Second floor is reserved for play land and Foods Products (European

foods, Chinese & Pakistani foods, Pizzas and ice cream).

5. Office Floor.

This floor is purely reserved for offices. It has 400 square feet-900

Square feet offices with attaches washrooms and Kitchen.

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STAFFING.

Staffing is defined as filling, and keeping filled, positions in the

organization structure. In other words staffing means to select right person

for the right job.

Deans Trade Centre and Hotel Tower staffing and recruitment process

consists.

i. Announcement of vacancies through different media.

ii. Collection of applications from applicants.

iii. Selection of most suitable applicants.

iv. Interview of suitable applicants and their documents scrutiny.

v. Selection from the most suitable applicants.

CONTROLLING

Controlling is a fundamental function of office management and

consist of (1) determining what is being accomplished (2) evaluating it, and

(3) if necessary, apply corrective measures.

As we know that there are 3 groups,

1. Deans Group.

2. Deans Marketing Group.

3. Construction (Builders.

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1. Deans group

This group consists of one chairman and two Directors. Deans Group is

actually the owners and they do not need any qualification. Their

Responsibilities are

i. To lead the entire organization.

ii. Promoting the Employees by keeping in view employees

qualification, experience, seniority and performance.

iii. Setting goals for staff.

iv. Monitoring over all activities strategically.

v. Notifying departments for the necessary action.

vi. Appointing recruiting committee to fill up the vacant posts.

vii. To establish standards for rewarding the employees.

2. Deans Marketing Group.

This group consists of 3 Directors.

DMG is responsible for

i. Promotional Strategies.

ii. Recovery.

iii. Keeping Accounting record up to date.

3. Constructors. (Builders)

The Builders are responsible to complete the task within the given

time period.

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SWOT ANALYSIS

STRENGTHS:

The location can be turned as an ideal one, i.e. between Peshawar City

and the outskirts.

It is the biggest project in the history of the NWFP, consisting of 3200

Shops and 500 offices.

The locations for Deans Trade Center holds a key strategic importance

from business point of view, as it would be come the hub of all the

business activities.

Deans Trade Center has managed to capture interest of people who

have already invested or are keen to invest into the project.

Besides encouraging response from investors, many business giants

have setup their offices and operations there, e.g. Air Blue,

MacDonald, Marks & Spencer etc.

WEAKNESSES:

There construction and development process is certainly not keeping a

track with their planning. The proposed time for the completion of the

project was 3 years and this is 7th year of construction process

indicating a failure in their planning.

Due to extreme extension in the development process Deans Trade

Center has to cover up for the additional expenditures. Three more

years taken in to development and construction means they have to

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carryout expenses for three additional years and that has cost them

heavily.

Because of delay in the initialization of business activities, Deans

Trade Center repute has been dampened up to some extent.

Many questions regarding the slow development process has surfaced

in the minds of its stake holders and the people who have invested to

startup their businesses there.

As they are claiming that it is the South Asias biggest shopping mall,

so they should advertise in whole Asia rather than advertising only in

Pakistan in order to capture foreign investors.

OPPORTUNITIES:

If foreign investors invest then it has an opportunity to complete with

Asias other shopping malls i.e. Pace Shopping mall, Panorama

Shopping mall, etc.

3200 shops they have a lot of opportunities to earn more profit.

THREATS:

Their other competitors like Panorama, Jans Shopping Arcade, are

creating a environment of competition.

Deans has also directly competition with Saddar Markets because all

facilities available in Saddar but in Deans all these facilities are

available under one roof.

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MARKET SEGMENTATION

Market consists of buyer & buyers differ in a number of ways.

Level of market segment

Market segmentation is carried out in four levels that are as follow:

1. Mass marketing:

In mass marketing the seller engage in mass production, mass

production & mass promotion of one product for all buyers.

ANALYSIS:

Mass marketing has many advantages:

It creates the largest potential market

Leads to lowest cost.

Lowe price

High sale.

Coca-Cola also practiced mass market for many years when it sold

only one size bottle of 6.580z. Similarly automobiles, soaps, cooking oil &

convenience goods are big examples of such group.

2. Segment marketing:

A market segment consists of a large identified group with in market.

Companies that practice segment marketing recognize that buyers differ in

their wants, geographical location, buying attitude, purchasing power &

buying habits.

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ANALYSIS:

The segmentation is mid point between mass marketing & individual

marketing, the company products the product that is close the desire &

demand of the consumer. It offers several benefits over mass marketing. The

company can create more fine toned products/services and price it

appropriately to the target audience.

The automobile company can segment its market in to different reasons.

Car buyers seeking transportation

Seeking higher performance

Seeking luxuries

Seeking safety

3. Niche Marketing:

It is a more narrowly defined group, typically a small market whose

needs are not being well served.

ANALYSIS:

As their group is serves highly to their desire so such product are

prices at a high. Buyers are also willing to pay minimum. As for instance the

smoking class, the sub segment of heavy smoker is heavy smokers with

emphysema & heavy smokers wit emphysema who are over weight.

4. Local marketing:

The marketing program being tailored to the needs & wants of the

local costumer groups (trading area, neighborhood, and even individual

stores) is called local marketing.

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ROLE OF DEANS TRADE CENTRE IN N.W.F.P.

Deans Trade Centre & Hotel Tower is located in Peshawar. Peshawar,

as stated before, has been used a route to the Central Asian countries for

business & trade purposes. The highlights of the city are the availability of

efficient railway track, air services & roadway transportation has already

covered the transportation problems effectively. This means that

businessmen cannot import goods from other parts of the country & if

necessary, across the planes, with ease & timely surety, Peshawar, as

always, in once again being over looked as the land of opportunities.

DIFFERENTIATED TRADE CENTRE

Deans Trade Centre & Hotel Tower is more likely to uplift & revive

the hospital status of N.W.F.P. Peshawar in particular, nationwide as well as

internationally, its elite structure & design is a treat to eyes. With state of the

art technology & a touch of elegance. The Deans Trade Centre & Hotel

Tower is likely to gain customer attraction in no time. The location &

reasonable prices would make it an ideal place for business as well as

shopping.

There is also a trade Centre known as Siddique Trade Centre (Lahore)

but which was actually designed in a way to serve only for trade & carried a

traders point of view. Deans Trade Centre & Hotel Tower however will be

a masterpiece of modern marketing ideology. The penny might drop but

Deans Trade Centre & Hotel Tower is a multi purpose project. From

shopping mall to apartment to business & trading to appraisal of standard of

living of the locals, Deans Trade Centre & Hotel Tower will be a new

picture in an old frame.

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Peshawar, being the capital city of N.W.F.P., sure lacked buildings,

business/trade centers in particular, as compared to other cities in the

country. Peshawar, at once time, started to lose attraction & people started to

shift towards Islamabad & Rawalpindi for business & for a number of other

reasons. Among those reason on one tat of Shopping & entertainment. With

the emergence of Deans Trade Centre & Hotel Tower, it is surely expected

that people who one left the city would definitely have high intentions of

coming back home & setting up a business. The Deans Trade Centre &

Hotel Tower is more likely to provide latest faculties without any

discrimination.

Another feature that differentiates it from other shopping centers is the

availability of a hotel/restaurant, a medical centre & apartments. For the very

first time in Peshawar, all necessary facilities will be made available under

one roof.

IMPACT ON CONSUMER MARKET

One fold aspect of Deans Trade Centre & Hotel Tower was total

customer satisfaction. The project was developed by keeping in view the

difficulties faced by customer while shopping in Saddar. The prime

objective of the project is total customer satisfaction.

The Deans Trade Centre & Hotel Tower is engineered to meet the

modern requirements of business & to provide an ideal environment for

shopping as well. Peshawar is famous for cloths, jewellery & electronic

product. Thats why cloth & jewellery products will be sold at lower ground.

The upper ground is reserve for electronics & first floor for departmental

store, mobile phone dealers, cosmetics, watches etc so that they are easily

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accessible. The products are likely to be of high quality & well definitely be

made available in a number of varieties.

There are three ways of get access to it.

Capsule

Electronic stairs

Open marketing in its floor that makes it convenient for family

members to access the centre.

Next comes the second floor.

The feature items of this floor are mixture of play lands for children &

fast food restaurants. The restaurants are likely to provide food carts

consisting of European, Chinese, Pakistani etc. One might not find these

faculties in other trade centers.

Deans Trade Centre & Hotel Tower has an international standard

outlook & has genuine structure uplift. The shops are available on incredibly

low process as compared to other trade centers. Making it available in each

of common man.

The Deans Trade Centre & Hotel Tower has a car pool with a capacity

of 2,000 vehicles. The customers face a lot of difficulty, due to lack of

proper parking facility, while shopping in Saddar. People felt insecure while

leaving their cars on the roadside. Providing sufficient car parking facility

with full security is more likely a great achievement of Deans Trade Centre

& Hotel Tower.

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TREND SETTER

N.W.F.P & particularly Peshawar region is know to be traditionally

rich. People belonging to the higher age ground still follow the same

traditional outfit that looks quite interesting. Their dress & languages shows

their tight bond to their religion & their customs. On the other side, with

increase in literacy, people are accustomed to new trends and have a keen

interest in the use of technology. Increases purchases of latest electrical

home appliances depict the changing trends. The challenge that this trend

faces here in this part of the planets is the lack of a shop, a store that is able

to provide modern equipment. Deans Trade Centre & Hotel Tower will

surely be the first centre to give away opportunities to international

companies to have their businesses to get started in this part of the world.

This will eventually bring change in the lifestyle of people and make them

think even better.

Each year, thousand of people across the globe visit various parts of

N.W.F.P. especially the beautiful Swat valley. At base, they had no

attraction. Deans Trade Centre & Hotel Tower is likely to provide them with

almost all the necessary stuff. This will also boost the good will of not only

the trade community but also Peshawar itself. People and able to retain the

ever-lasting hospitality of Peshawar.

IMPACT ON BUSINESS MARKET:

The Deans Trade Centre & Hotel Tower is a major step towards

business growht6 of the region. Deans Trade Centre & Hotel Tower would

be an example for investors across the globe to come forward as to take

equal advantage of this region. This will not only make Peshawar a centre of

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prosperity but would ultimately expose Peshawar internationally as land of

opportunity.

ATTRACT FOREIGN INVESTORS:

The main problem with this region is that it hasnt been able to make

use of its resources. Resources of the form that nature has gifted & the ones

that people carry i.e. the knowledge. The people of this region have actually

not been able to put their theories into practical. Most of the people of

N.W.F.P. are landlords. They are basically involves agriculture sector and

they consider a risky job. But now that people have started to feel the

potential of natural resources an modern tactics of business, their ideas have

broaden their way of looking into matters & handling them actually.

IMPACT ON EXISTING MARKET:

In our research, we found that about 75% of shop owners in Deans Trade

Centre & Hotel Tower are those who already shave shops in Saddar. This

shows that Deans Trade Centre & Hotel Tower has already started to press

its rivals & has taken an edge. Secondly it can be on the following three

bases.

By providing high quality product

By offering competitive prices

By offering good service

This will create a healthy business environment in the local market &

will lead to a business, based on pure marketing strategies putting into

practice differentiating products, high quality brand companies, pricing

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strategies & promotional mix. This will result in customer satisfaction,

leading to high sales & ultimately high profit.

OFFICES:

Deans Trade Centre & Hotel Tower also contains a separate block,

reserved totally for offices. It will provide ideal environment for business

deals among companies & associations. It will help to concentrate & if

necessary orders in various business activities simultaneously.

MEDICAL COMPLEX:

Hospitals such a Lady Reading Hospital, Hayat Shaheed Teaching

Hospital & Hayat Abad Medical Complex are playing important role. People

come to these hospitals for treatment. From different parts of province.

There has always been a space for a hospital or so. The medical centre at

Deans Trade Centre & Hotel Tower is likely to be exemplary in nature. It is

to help patients get treated in clean & healthy environment. Modern medical

equipment will also be made available

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FINAL ANALYSIS

1. Ideal location of Deans Trade Centre & Hotel Tower in the sense

that:

Customer can easily access to it.

Located in the Centre of Peshawar

Goods can be transported easily.

2. Deans Trade Centre & Hotel Tower is being mentioned as Asias

biggest trade centre.

Created a positive impression on people

Shows that it is likely to meet both customer &

businessmans needs.

Will provide an ideal environment for shopping

3. The facilities provided in Deans Trade Centre & Hotel Tower

differentiate it from other trade centre & market in the following

respects:

All facilities would be made available under a single roof

Excellent arrangement for parking

Swimming pool, health club, capsule lifts & electric stairs

for customers convenience.

4. Distribution of shops in accordance with convenience:

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Lower ground for cloths & Jewellery

Upper ground for electronics

First floor for cosmetics, mobile phone dealers etc.

Second floor for play lands & fast food restaurant.

5. Affordable price structure:

It varies with respect to the location & the area of the shop

Ranging from Rs.1, 00,000 to Rs.50, 00,000/ only

6. Payment procedure is quite convenient:

The pricing strategy exercised at Deans Trade Centre & Hotel Tower is

quite flexible. For the convenience of future shopkeepers, the total

amount is divided into east installment.

Lower ground:

15% at the booking time & remaining in 30 months.

Upper ground:

15% at the booking time & remaining in 30 months.

1st Floor:

Rs.1, 00,000/- at the booking time & remaining in 40 months.

2nd Floor:

Rs.50, 000/- at the booking time & remaining in 40months.

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7. Introductory stage:

Deans Trade Centre & Hotel Tower at the moment is in its

introductory stage but as they say Slow & steady wins the race. Deans

Trade Centre & Hotel Tower is likely to make tremendous progress in the

near future.

8. Deans Hotel as an added attraction:

The Deans Trade Centre & Hotel Tower, as the name suggests will

also be introducing a four star hotel. The hotel is likely to meet international

standards & is expected to have a large market share in future.

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RECOMMENDATIONS

1. Deans Trade Centre & Hotel Tower should extend promotional

campaign. Till now thy have very well used any possible media that is

available & that can actually boost their sales with regard to their

shops.

2. Deans Trade Centre & Hotel Tower should encourage shopkeepers in

the sense that they are told about the modern business environment,

they should arrange seminars, exhibitions etc in order to not only

attract the customer but also to educate them about the new business

strategies & boosting sales through effective & efficient promotional

activities.

3. There should be a management committee to handle the problems

faced by the shopkeepers & the customers.

4. Deans Trade Centre & Hotel Tower should motivate the shopkeepers

by asking them to practice new marketing techniques likely they can

ask the shopkeepers to offer the terms as Buy tow get one free. or

what ever the case may be.

5. Deans Trade Centre & Hotel Tower should provide entertaining

attraction for the up coming generation like they can arrange bowling

club or may be a light disco. We have such example in other parts of

the country like we have Hot Shot Club in Islamabad & many more in

Lahore.

6. Deans Trade Centre & Hotel Tower should enforce the shopkeepers to

offer high quality products. They should contact well-reputed

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companies & firms for business. This will eventually lead to customer

satisfaction.

7. Deans Trade Centre & Hotel Tower should use media to take one

thing very cleat to the customers what there will be no compromise on

quality of products & services. The products will be well enough in

the reach of common man. Its being called international standard &

many other things goes give a common perception that its going to be

very expensive but this is not so. Its now up to the Deans Trade

Centre & Hotel Tower that how they sue media & other modes of

public communicating in order to dissolve this view point.

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BIBLIOGRAPHY

1. Terry, George R. OFFICE MANAGEMENT AND CONTROL, 5th

edition 1966, Richard D. Irwin, Inc, Homewood, Illinois.

2. Terry, George R., Franklin, Stephen G. PRINCIPLE OF

MANAGEMENT, Eighth Edition 1982, Richard D. Irwin, Inc,

Homewood, Illinois 60430.

Documents

Deans Trade Centre