Businesses cannot survive long time without innovation with single product. Student Biryani lose their focus on product development and R&D although they offers variety of dishes but customers think only biryani is good item in the menu most of customers comes to eat biryani. Student Biryani has strong chain of franchises, many of franchises not follow the SOPs and policy, sometime the size and weight of the meat and the quantity of rice are not proper, tables are not clean, washrooms are dirty, many franchises sealed due to unhygienic food supply. Food business success depends on taste, quality, reasonable price and good service. Attentive and well-mannered staff play vital role in customer satisfaction. Training and development Increases productivity of workers. COVID-19 has changed everything the way of business has been shift. Online and home delivery order increases. Student Biryani have centralized call center, cloud kitchen is a good opportunity in this pandemic situation.

1. Assignment
Subject: Case Study
Submitted By
Muhammad Jamshed ID: 1871-2017
Zubair Nawaz ID: 2725-2017
Class: MBA-17E
Semester: 7th
Teacher Name: Dr. Rizwan Raheem Ahmed
Course Title: Qualitative Research Tools
Submission Date: 19-12-2020
Department of Management Science
Indus University Karachi
Gulshan Campus

2. www.studentbiryani.com

3. Contents
Introduction__________________________________________________________________1
Restaurant locations___________________________________________________________________2
Competitors__________________________________________________________________3
Marketing Analysis of Student Biryani_____________________________________________________3
Geographic Segmentation______________________________________________________________ 3
Demographic segmentation_____________________________________________________________3
Physograpic segmentation______________________________________________________________3
Behavioral___________________________________________________________________________3
Product Line and Service________________________________________________________4
Specialty____________________________________________________________________________ 4
Services______________________________________________________________________4
Dine in Restaurants____________________________________________________________________4
Take Away___________________________________________________________________________4
Home Delivery________________________________________________________________________4
Bulk Delivery and Catering Services_______________________________________________________ 4
Organization Structure__________________________________________________________5
Vision and Mission Statement____________________________________________________________5
Strategic objective_____________________________________________________________________6
Failure Factors_________________________________________________________________7
Revival Strategy_______________________________________________________________ 7
SWOT Analysis________________________________________________________________________8
Strengths____________________________________________________________________________ 8
Weakness____________________________________________________________________________8
Opportunities_________________________________________________________________________8
Threats______________________________________________________________________________8
Conclusion____________________________________________________________________9

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5. Introduction
Student Biryani is a very popular Pakistani brand serving since 1969.Haji Muhammad Ali its founder,
started it at Katrak road Saddar,Karachi.There were many educational institutions and offices around it.
In order to attract more students, it was named “Café Student”.
They cooked biryani at home from homemade spices and recipes and serve from a small eatery (Dhaba
Hotel). Gradually, they became popular by “word of mouth” maketing, clear target audience, nominal
price, unique taste and later on vission and mission help him to became an iconic brand.
Student Biryani led the market by providing delicious taste and quality.
In 1976, he opened his first franchise with proper seating arrangment
of hundred people and the name Café Student changed to
“Student Biryani” and now they have many branches, franchises and
stores with in the country.
They have extended there business to international market and open
branches in UAE, KSA, Austraila and Canada, they capturing the ethnic
makets of eastern and western cuisine and Halal food.
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7. COMPETITORS
Many local brands Biryani Center, Karachi Haleem and some international brands are competitors of
Student Biryani. These are the best food chain and it is not easy to compete with these type of local and
international brand. Student Biryani adopted market development technique to get competitive
advantage by focusing on their target market.
Marketing Analysis of Student Biryani
Through market segmentation, the organization divides its target market into different homogenous
groups to identify and meet the needs of its customers
Geographic Segmentation
The Mughal emperors first introduced biryani, this is very popular dish of the Indian subcontinent.
Student Biryani market based on regions where people love to eat biryani. Student Biryani available in
major urban cities of Pakistan. If we talk about the international market, Student Biryani has opened its
branches in the regions where the number of (desi) people is very high.
Demographic segmentation
In the early stages of student biryani there market segment were Younger Generation of School’s
students, Teachers, Office staff and Govt. employees and low and average income earners, with the
passage of
time they extended there market segment to all generation Males, Females, Kids and elder of almost all
ages.
Physograpic segmentation
Majority of customers comes on their lunch time, break time and at dinner time. Student Biryani release
special offers prepaid vouchers, coupons on various religious, national, events, weddings and on
holidays throughout their campaigns and social activities.
Behavioral
Most people who come to Student Biryani spend less than a thousand rupees per persons they are price
sensitive and because of the name, people think that only biryani is good item which is why people don't
like to eat other foods on the menu items. Due to this they changes in price, the taste and menu items
very carefully.
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8. Product Line and Services
Specialty
The most special dish of student biryani is biryani, very famous for its delicious taste and at the same
time they also prepare different dishes.
Services
Dine in Restaurants
Student Biryani offers international standard dine in and quality service
with affordable price through their franchises and restaurants.
Take Away
This service is available at all Student Biryani counters.
Home Delivery
Bikers deliver food at doorstep by centralized call center.
Bulk Delivery and Catering Services
Bulk deliveries for picnickers, corporate customers and catering services also available.
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9. Organization Structure
Vision and Mission Statement
Student Biryani® is one of the most popular local brands of Pakistan and offers the best franchise
opportunities. Our vision is to grow rapidly by establishing a national and international network of
franchises and for this purpose we have converted over 50 years of experience of managing a successful
restaurant business operations into a world class training and support program that will ensure the
transfer of a complete Business System to our franchisees / partners.
To bring this dream to reality, we have opted for a number of modern management and
technological tools. A careful and objective strategy has been adopted and many strategic
initiatives were taken up. This approach resulted in enhanced business performance and
further strengthening market leadership.
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11. Failure Factors
Student Biryani is very familiar name for everyone who loves to eat Biryani. Now they have failed to
retain their position in the market due to decline on quality, taste and poor management. Many of the
outlet and franchises was raided and sealed by the officials under charges of hygiene violations and
supply of substandard foods. The result negative impression goes on customers and they have lost their
market share.
Not only above, Micro environment, situation of Political uncertainty and violence in the city and
increasing the prices of raw material affected the business. However, they opened their branches
internationally but the quality and taste not the same as they cooked in past.
Revival Strategy
By adopting best practices companies transform from struggling to surge. COVID-19 created a paradigm
shift in the way businesses run. Student Biryani rebuild the trust of the customers by improving the
quality, taste, and good customer service and customer satisfaction. Due to COVID-19 orders for social
distancing and stay at home, online orders and home delivery service has been increases. Student
biryani revive by providing best service on time and to ensure the every outlets provide same taste and
quality and to decline on return rate.
This is the age of digital marketing. Student Biryani can improve their business marketing through social
media campaign on Website, Mobile App, Facebook, WhatsApp, YouTube and other social media
platform.
To increase in sales they can introduced gift items like watches, keychain, mug etc. or discount offers as
they have offers Pre-paid coupons of different meal. Customer’s wants healthy food and good service
with best price Student Biryani can do this by adopt cost cutting and reduce wastage.
Franchising helps to grow business but keep eyes on them to make sure to maintain the standards and
quality of the organization.
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12. SWOT Analysis
SWOT analysis is a very useful tool for identifying strengths, weaknesses, opportunities and
threats of the organization. It help to understand internal and external factors influence on
decision making process.
Strengths
 More than 50 years of experience with strong brand name.
 Global presence
 Brand of the year award in 2008
 Low price
 Centralized call center and Home delivery service
Weakness
 Customer thoughts only biryani is a good item in the menu
 Poor management and declining in taste and quality
 Competitive market and availability of substitute items
 Presence in a few cities
 Limitation in global market only Pakistani, Indian and Bangladeshi peoples likes Biryani
Opportunities
 Potential market available in many cities of the country like Islamabad, Rawalpindi etc.
 Potential market available in many European, Asian and American countries.
 The number of dishes can be increased
 Special arrangements can be done for upper and business class people
 Can develop Cloud kitchen concept
Threats
 New entrance and existing of international brand competition
 Increasing in inflation rate and Taxes
 New compliances laws, Govt. policy
 Pandemic, Natural disasters
 Political disasters
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13. Conclusion
Businesses cannot survive long time without innovation with single product. Student Biryani
lose their focus on product development and R&D although they offers variety of dishes but
customers think only biryani is good item in the menu most of customers comes to eat biryani.
Student Biryani has strong chain of franchises, many of franchises not follow the SOPs and
policy, sometime the size and weight of the meat and the quantity of rice are not proper, tables
are not clean, washrooms are dirty, many franchises sealed due to unhygienic food supply.
Food business success depends on taste, quality, reasonable price and good service.
Attentive and well-mannered staff play vital role in customer satisfaction. Training and
development Increases productivity of workers.
COVID-19 has changed everything the way of business has been shift. Online and home delivery
order increases. Student Biryani have centralized call center, cloud kitchen is a good
opportunity in this pandemic situation.
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