Final Business Plan Report

On Heaven land amusement park

Submitted To

Punjab College of Technical Education

In partial fulfillment of the requirements

On the degree of

Bachelor of Business Administration

Session (2008-2011)

By: Nishu sharma (BBA)

PUNJAB COLLEGE OF TECHNICAL EDUCATION, LUDHIANA

AFFILIATED TO

PUNJAB TECHNICAL UNIVERSITY, JALANDHAR

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1.Executive Summary

Amusement park is term for a group of rides and other entertainment attractions

assembled for the purpose of entertaining large numbers of people. An amusement park is

more elaborate than a simple city park or playground, usually providing attractions meant

to cater to children, teenagers and adults. The seasonal celebration is a natural place for

development of amusement attractions.

This document has been prepared to provide the reader with information about our

company, including business structure, company goals, projected growth,start-up costs,

an investment analysis and the industry trends.

Heaven land has identified the family entertainment industry as its primary interest and to

that end the company has focused its efforts on the development of one or more family

entertainment centers (FEC) to provide quality family entertainment activities.

Quality family entertainment is the focus of Heaven land. The construction and

commercialization of one initial FEC is factored into the initial development phase

detailed within. The company's proposed FECs will be designed to provide the type of

family entertainment and adventure the current market demands.

The first proposed place for Heaven land is Amritsar, batala road. We hired 2 acre land to

build best family entertainment centre. Based on the current entertainment prices and cost

of revenue structure in the local amusement, we believe that our anticipated FEC's will

have the potential of several Rs. 5 crore.

With our strong management team and our aggressive marketing plan, we project a

consistent and minimum annual growth of five percent

1.1 Vision

Vision of Heaven Land is to be famous among people with in a year and set up new

branches all over the India.

1.2 Mission

Heaven Land sole purpose is to establish a profitable and well managed company while

at the same time creating an atmosphere of fun and excitement for the entire family,

with activities designed to please the local residents, as well as the tourist base of Punjab

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1.3 Objectives

The company's objective is to build quality, full-service Family Entainment Center.Our

goals include:

1. To increase the loyal customers towards the company

2. An modest increase in our gross profit within the second year of operation

2. Services

Our FEC's will provide customers with a wholesome environment that provides

amusement, entertainment, excitement, competition, year round activities and great food

at affordable prices.

Although there is currently no competition in the immediate area in which we plan to

establish our FECs.

To that end, the company plans to become profitable and retain a solid leadership

position in the marketplace by providing:

Indoor facilities

Year round play with a wide variety of activities - Our season never stops.

Seasoned, successful management team.

Contracting top FEC consultants - To counsel on key attraction layout and design.

Working with USU Extension Program - Determining tourism impact.

Working with Department of Tourism -.

Customer Incentive Program - Reward frequent visitors/customers.

Easy access

2.1 Service Description

The ability of Heaven Land to accomplish its goals and lead the local family

entertainment industry depends upon the expertise of the management team. Our

expertise will create a place where adults can enjoy great food, terrific drinks and the

latest interactive games - all in one place. 

2.2 Future Services

Heaven land will expand its family entertainment activities during its first year of

operation, by adding bumper boats, go-carts and other attractions as discussed elsewhere

in our plan.

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In addition Heaven land is already working on contingency plans for adding more

facilities.

To further increase revenues and public attraction, Heaven land is working to establish

several other entertainment (outdoor) activities such as the Sky coaster.

3. Strategy and Implementation Summary

Our services will be positioned to provide our customers with a premium amusement and

entertainment experience.

Thus our pricing strategy will be to charge a premium price as per industry standards.

Heaven land will also work toward establishing community involvement programs that

will demonstrate how the business can contribute to a better quality of community life.

3.1 Competitive Edge

The high standards set by our company and our location is going to make it very difficult

for competitors to enter and survive in the market area.

Heaven land research shows that the opportunity exists to provide a high-quality service

in a family-oriented environment, where we can offer competitive pricing to our

customers and still make an outstanding profit in this demanding market.

The keys to our competitive edge

There are several critical issues based on the lifestyles of the area for our business to be

accepted and survive.

Produce maximum profits, but still able to offer affordable entertainment

Provide the best games/family sports

Great food

Little or no educational curve

Repeat customers/tournaments/enjoyment

Provide activities for a large range of age groups

Unique in design with comfortable ambience

Exciting work environment

3.2 Basic Business information

Location: Heaven land will be located in Amritsar , near petrol pump batala road.

Title: Heaven land amusement park.

Cost: 5 crore

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Time: 1 year

Contact information: Ph.no. 0183-2682721,Mb.09779701430, fax: 0183-2862722

www.heavenland.com Mail us at heaven_land@yahoo.com

Professional advisors:

C.A –Rajiv Garg, he is auditor of Punjab and sind bank.

Lawyer- Bharat bhushan menon, he is famous advocate of high court.

Architecture- Sameer Singla

Engineer- Er. Anil Sharma

Legal structure

Heaven land is owned by its founder and president Ms. Nishu Sharma

Other employees:

CA

Watchman

Waiters

Helper

3.3 Strategic analysis

Our services will be positioned to provide our customers with a premium amusement and

entertainment experience.The following subtopics will present our PEST analysis,SWOT

analysis, core competences,configuration of resources, competitor analysis, sales

strategy, marketing strategy, pricing strategy and promotion strategy.

3.4 PEST analysis

PEST is defined as political,economic,social and technological analysis.

3.4.1 Political analysis

Amusement park come under “The Punjab Entertainment Duty Act, 1955”

An Act to provide for the levy of an entertainments duty in respect of admission to public

entertainments.

According to SECTION 1.

(1) This Act may be called the Punjab Entertainment Duty Act, 1955.

(2) It extends to the whole of the State of Punjab.

SECTION 2. Definitions :

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(1) 'Admission to entertainment' includes admission to any place in which the

entertainment is being held for which persons are required to make payment in any

manner whatsoever.

(2) 'Amusement park' means a park having various devices for providing entertainment to

the public on payment basis.

(3) 'Entertainment Tax Officer' means the officer appointed as such under this Act.

(4) 'Entertainment' includes any exhibition, performance, amusement, game sport or race

to which persons are ordinarily admitted on payment.

(5) 'Ride' means any kind of gliding, rolling, surf board, skate board, sports car, bike,

roller coaster or any other device, used in an amusement park for the purpose of

providing entertainment for which a person is required to make payment for admission or

participation.

(6) 'Ticket' means the pass or token for the purpose of securing admission to an

entertainment.

3.4.2 Econmic analysis

Economic policies need to be changed over time as the situations arise. Therefore, once

the country is independent specific policies can be drafted and adopted.

Sikhs can turn Himachal into a major tourist attraction and invest more in man-made

industries such as amusement and national parks. So Heaven land has to change their

economics policies from time to time to attract people of amritsar and punjab to invest.

3.4.3 Social analysis

Social analysis is divided into two factors 1) Demographic 2) Social trends.Demographic

factors are based upon age,gender,education,income,occupation ,origin etc. We have to

keep in mind these demographics factors in our amusement park.On the other hand

social trends are the values and beliefs of our society.we know that people of amritsar and

punjab have busy life ,they can enjoy on weekends. So we will organise new

entertainments activities during weekends to provide entertainment to ou customers so

that they can overcome from tensions and burdens.

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3.4.4 Technological analysis

Heaven land amusement park is a process of innovation.There is huge competition in the

market.To survive in the market we will improve the facilities provided by amusement

park.Heaven land will launh new technology that is Freefall Xtreme

in amusement park for the first time in punjab.

How It's Unique: A 1000-hp V12 twin-turbo engine generates winds up to 120 mph,

allowing modestly sized riders to "fly" to about 8 feet. Custom wind suits and a few

minutes of training are obviously required, but riders with some skills can pull 360s and

other nifty maneuvers. According to the website, riders need to weigh between 25

kilograms and 130 kilograms, but the park brags that the engine was able to lift someone

who weighed 170 kilograms This technology will not be used by others in coming 10

years , to do so we will make an agreement with the foriegn company that they will not

provide this technology to others . for this we will make payment to them.

3.5 SWOT analysis

SWOT is defined as strengths, weakness, opportunities and threats. Strengths and

weaknesses are internal to an organisation on the other hand opportunities and threats are

external to an organisation.

3.5.1 Strengths

Strength of Heaven land is that we are going to provide unique and safe services in our

amusement park .these are:

1) Facility of restaurent which is not provided by others.

2) Facility of free parking.

3) We will also provide rooms for birthday parties and for some other

occasions.

4) Peacefull environment by providing seprate garden for picnics.

3.5.2 Weakness

Weaknesses are internal to an organisation.weaknesses of Heaven land are:

1) Lack of experienced staff

2) Lack of trainees

3) People are not much aware by the services provided by heaven land

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3.5.3 Opportunities

opportuities are external to an organisation.opportunities for Heaven land are such as:

1) day by day there is increase in income of people,so they will spend

more on entertinment activities because people of punjab are of jolly

nature , they have habbit to spend more on entertainment.

2) There is less competion in amritsar . services provided by

competiotiors and services provide by us are different.

3.5.4 Threats

Threats are also external to an organisation.these are:

1) Because of status most of people want to go in malls instead of amusement

park.

2) Most of people don’t want to spend more on entertainment.

3.6 Core competences

It is a detail discussion of strengths.it includes:

Bumper boats, reataurent ,sky coaster, party rooms,mini golf,air hockey,swimming pool,

seprate garden for the purpose of picnic,climbing walls ,driving range and many more we

will organise a small plant which will clean the water used by the swimming pool. And

by establishing such plant we will be able to reuse the water of swimming pool.

3.7 Configuration of resources

It includes:

3.7.1 Operation resources

It is a detail of equipments,material used by the company.to understand this we can take

the help of following table :

sr.no 1 month 6 month 12 month 18 month

1 Sky coaster Small shopping

shops

Indoor activities Party rooms

2 Restaurent Swimming pool Seprate garden

for picnic

Climbimg walls

3 Bumper boats Air hockey

4 Mini golf Driving range

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3.7.2 Human resoures

It is a detail of staff, manpower used by the company.following table will help us to

understand it easily.

Sr.no. 1 month 6 month 12 month 18 month

1 Entertainment

manager

2 waiters 4 sweepers gardener

2 architecture accountent Labour for

parking

5 waiters

3 2 sweepers watchman helper

4 Trainee

5 Engineer

3.7.3 Industry life cycle boom

It includes 4 stages start,growth,maturity and decline.according to research there is the

rise and rise of the Indian amusement park industrey.Fuelled by the strength of the Indian

economy, the Indian amusement park industry is growing at the rate of 25% pa and is set

to double its size from present US$ 674 million over the next three years. 

So, We can say that amusement park industry is on growth.following table will show it

easily:

3.8.Competitor analysis

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Amusement park industry

As we discussed that there is very less competition in the market. Only one competitor is

there . sun shine city in amritsar is competitor of heaven land amusement park.but the

services provided by them and the services provided by us are different.

3.9 Marketing Strategy

Our customers can come from all age groups, male and female, all races, every income

level and can be local residents or tourists to the area.  That is why our marketing plan

started at the construction phase; by keeping in mind, if it looks fun people will come. 

Thus the main factor to our success is simply that a person can enjoy themselves at our

center while participating in an activity they choose.

3.10 Pricing Strategy

To establish price we referred to several factory-pricing recommendations ( means

company compensate to the customers if any loss will occur )and the local competition. 

Price will be less so that people can afford it easily.

3.11 Promotion Strategy

Heaven land’s first objective is to promote our center to capitalize on he power of the

WORD OF MOUTH.

In every business it is a well-known fact that word-of-mouth advertising is any

businesses' best friend or worst enemy.we will also promote our center with the help of

advertising.we will place advertisement in local newspapers, web sites and local T.V

chanels.

-we will also take the help of tourist department.

-Sales Brochure Informing the public of all the activities found and offered at the center.

3.12 Sales Strategy

Our sales strategy is set on the very basics of business, please our customers and they will

return again and again .Heaven land  intends on providing a venue in which the entire

family can really enjoy their leisure time by participating in fun and competitive activities

that require minimum strength and athletic ability.

4. Marketing plan

Research has indicated that the prime market for a Family entertainment center (FEC) is

in urban areas close to neighborhoods with large concentrations of upper- to middle-

income population.

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4.1 Market Segmentation

Heaven land’ primary targeted market consists of three main groups. These categories

are: 15 to 24 year old, 25 to 34 and 35 to 54 years old. To better understand the size and

breakdown of the local population see the following table and chart.

4.2 Target Market Segment Strategy

A full-time public relations coordinator is a vital part of Heaven land' management team. 

The job will require this person to be responsible for assuring customer satisfaction,

generating public awareness for the types of entertainment offered at our "FEC," and

attractively promoting the various activities to the public.

Even though, our customers can be considered all age groups, both sexes, all races, all

income levels, local residents or tourist to the area.  The most important factor behind our

success is simply, THAT A PERSON CAN   ENJOY THEMSELVES , while

participating in the activity they choose.

4.3 Customers Needs

People of punjab are of jolly nature.they always find the reason for entertainment,

celebration etc.they have habbit of to spend more on entertainment. They want full safety,

better quality of services, tasty food etc. According to these needs heaven land will

provide better services to their customers to make them satisfied.

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4.4 Pricing & discounts

To establish price of various services provided by Heaven land ,we referred to several

factory-pricing recommendations and the local competition. We will fix price of services

according to local competition. And comparatively price will be less so that people of

every income level can afford it.

4.4.1 Discounting

During festival season we will provide discount to our customers.we will also provide

discount to our loyal customers duing some special occasions i.e we will keep a record of

our customers and wish them on their birthdays, wedding dates and will provide them

discount in restaurent as well as in each and every service.

4.5 Promotion and advertising

Heaven land first objective in promoting our center will be to capitalize on the power of

the WORD OF MOUTH.

In every business it is a well-known fact that word-of-mouth advertising is any

businesses' best friend or worst enemy. Yet, this does not preclude the fact that

announcements, placing advertisements in the local newspapers and our future planned

website are not just as important in reaching new customers and will be employed as

follows:

4.5.1.Advertising

Getting our positioning message to the public, "family recreation," where fun and

customer service is paramount.

4.5.2 Tourist Department

Keeping them aware of our center and all current promotions.

4.5.3 Sales Brochure

Informing the public of all the activities found and offered at the center.

4.6 Marketing mix

Marketing mix is the set of the marketing tools that the firm uses to pursue its marketing

objectives in the target market.

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5.Operations plan

Heaven land will include following stages in its operations plan.these are:

5.1 Physical location

To compete with the competitors,Heaven land select suitable location for amusement

park.city in which we are going to open amusement park is Amritsar, in amritsar we

select batala road near petrol pump.the speciality of this location is that it is near to urban

areas close to neighborhoods with large concentrations of upper to middle income

population.

5.2 Make or buy considerations

Heaven land will provide entertainment services to the customers.

The raw-material which is used to provide services will be taken from the ARIHANT

INDUSTRY amusement park equipment manufacturer.

5.3 Production process

Heaven land amusement park will be able to provide services when customers will

demand.to provide such services ,intermittent technology will be used by heaven land .

5.4 Facilities,equipment and machinery

5.4.1 Facilities

It includes internal architecture.the following map will help to understand the layout of

heaven land.

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MARKETING MIX

PLACE PEOPLE PROMOTION PROCESS

PRODUCT PRICE

PHYSICAL EVIDENCE

Ware house exit

Office washroom

shopping restaurent

shops parking

picnic

park all activities & games

Entry

swimming indoor games party rooms ticket

pool counter

5.4.2 Equipment

Heaven land will use various types of equipment to provide amusement to people.these

equipments are:

Equipments Quantity

Sky coaster 2

Bumper boats 5

Air hockey 5

Mini golf 5

Driving range 2

Climbing walls 2

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Indoor games 10

It is clear from the above table that heaven land will use 2 sky coasters-one small and one

big.In indoor games we will include 10 types of games.

5.4.3 Machinery

Machines Quantity

Coffee machine 1

Sandwich maker 1

Microwave 1

Generator 1

5.5 Engineering and design support

5.5.1 Basic design

Infrastructure of heaven land will be attrative and decent.we will use attractive tiles for

the floor of indoor activities .floor of swimming pool will be of blue colour.the dress of

workers will be according to their designation.example:blue colour dress fpr

sweepers,light green dress for restaurent’s waiters,white dress for helpers etc.

5.5.2 Functional design

Functional dsign of heaven land will be full of amusement.heaven land will entartain its

customers by providing entertainment activities,safety,quality and indoor activities.to

attract local area people we will organise seasonal festivals,which will provide a land of

amusement to our customers.

5.6 Quality control plans

Heaven land will provide effective quality services to our customers.to ensure quality of

services , we will take help of samples,which we will collect from feedbacks of our loyal

customers.

6. Management and organisation

Following graph will help to understand the management and organisation of heaven land

amusement park.that is:

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6.1 Top management

Prop. & managing director: Nishu sharma

HR manager : Isha arora

Finance manager: Raman singla

Hotel manager: Abhy arora

Designation Name Address Ph.no.

HR manager Isha aora Jeevanpreet

nagar,H.no.40 Amritsar

98710978654

Hotel manager Abhy singla Geeta colony H.NO.4

Amritsar

9779103410

6.2 Management’s ability to deliver the plan

Management of heaven land will be well trained. There are trainees who will teach

workers to help customers.heaven land will provide a service full of

amusement,entertainment.this service includes all the equipments ( as we discuused ) to

provide entertainment to customers.

6.3 Corporate goverance

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Managing Director

Hotel Manager Finance Manager HR Manager

Trainee Watchmen,Sweepers Cook Waiters

We will provide effective services to our customers and will improve itself according to

the suggestions given by customers. We will take feedback from customers to ensure that

we are on right path.

6.4 Staffing

We know that staffing is the managerial function of hiring and developing the required

personnel to fill in various positions in an organization. This function involves the

determination of the size and categories of staff requirement. So we will arrange

manpower for heaven land by giving ad in newspapers,local t.v channels and social

wedbsites.

6.5 Recruitment

Careful selection of an employee is very important. A misfit will cause serious

consequences. We will recruit employees with the help of interviews and ability tests.

6.6 Training

It is a learning process that involves the acquisition of knowledge, sharpening of skills,

concepts, rules, or changing of attitudes and behaviours to enhance the performance of

employees.

We will provide off the stage training to helpers, so that they become able to provise

safety to customers.

6.7 Labour relations

Heaven land will build good employee relation by supporting them.we will motivate to

our workers and wewill also consider all the workers same.we will not create any

difference between workers.incentives will be given according to their performance.we

will also organise some meetings to build good labour relations.

6.8. Office space and amentities

We will provide free soft srinks or tea( according to season) whwn people will come to

book party rooms or for other purpose.

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6.9. Employment and related cost

Employees Salary

HR manager 30,000

Finance manager 35,000

Production manager 25,000

Trainees 8000

Helpers 5000

Sweepers 3000

Waiters 4000

7. Forecast and financial data

7.1 Sales forecast

Sales forecast of Heaven Land is shown in following table:

6th months 12th months 18th months

90,000 2,50,000 5,00,000

It is clear from the above table that sales for the first 6th months will be 90,000 and with

in 12 months heaven land will provide services to 2,50,000 customers and within 18

months 5,00,000 customers will enjoy the service of Heaven land.

7.2 Assumptions and underplanning

As shown in sale forecast , selling of heaven land is increasing because :

Now a days people are willing to enjoy with their families. Specially in Punjab

state people like to spend more time on entertainment and they are keen to find

this particular opportunity.

There is increase in customer awareness due to advertising.

Heaven land is providing superior and friendly service to its customers.

7.3 Financial forecast

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M/S Heaven land amusement park

Particular Amount Particular Amount

To purchase

To gross profit c/d

To salaries and wages

To electronic expences

To telephone expences

Torepair &maintenance

To advertising

To depreciation

Tomiscellaneousexpences

To insurance

To bank charges

To net profit

5,50,000

10,0000000

9,94,50,000

13,40,000

10,80,000

15,000

1,00,000

5,00,000

5,00,000

30,000

6,00,000

50,000

9,52,35,000

9,94,50,000

By sales

By gross profit b/d

10,0000000

99450000

9,94,50,000

9,94,50,000

Balance sheet of Heaven land as on 31st march 2012

Liabilities Amount Assets Amount

Capital account

Net profit

5,00,000,00

9,52,35,000

Fixed assets

Land & building

Machinery& equipment

Office furniture

Current assets

Cash at bank

Cash in hand

Sundry debtors

Investment

4,00,000,00

50,00,000

2,35,000

4,00,000,00

1,00,000,00

2,50,000,00

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Trading and P& L account for the year ended as on 31th march 2012

14,52,35,000

LIC account

Mutual funds

1,50,000,00

1,00,000,00

14,52,35,000

7.4 Breakeven point

We can calculate breakeven point with the help of following formula:

Fixed cost

=

Selling price-variable cost

as we know fixed cost of heaven land is Rs. 5 crore. Selling price is Rs. 200 and Variable

cost is 100.

According to formula, breakeven point of heaven land will be written as :

5,00,000,00 5,00,000,00

=

200-100 = 100

= 5,00,000

Heaven land will achieve its breakeven point when it will provide services to 5,00,000

customers.

Sale = 5,00,000 * 200 = 10,00,000,00 ( as shown in trading and P&L account)

7.5 Benchmarks

Heaven land amusement park is going to follow the standards of disney amusement

park.Disney amusement park is a theme park but we follow their rules to provide better

and unique services to our customers.

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8. Financing

8.1 Summary of operations prior to financing

In order to carry on with the various operations in Heaven land there are some legal

formalities such as Firstly we have to register the name of heaven land amusement park

to the registrar then we have to get an approval from government such as NOC, business

license, current account formalities , sign permit, amusement park license, and fire

certificate etc. After getting certain approval we can start with the operations of

HEAVEN LAND.

8.2 Funds required and timing

For heaven land I need minimum Rs 4crore in first 6 months for its land and construction

and various operations under it and I need Rs50 lakhs in next 6 months for the

establishment of machines according to the requirements and moreover i required 1 year

to complete this project.

8.3 Use of proceeds

In order to provide amusement services,heaven land will take certain things.these are as:

i. Advertising

ii. Interior Furniture

iii. Insurance

iv. A.C

v. Architect

vi. Bathroom Renovation/Plumbing

vii. Lighting/Sound

viii. Sign

ix. Swimming pool stationary

x. Liquor License

xi. Building Permit

xii. Ice Machine

xiii. Soft Drink Dispenser

xiv. Web Site

xv. Pool Tables

xvi. Various other games

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xvii. Sky coaster

xviii. Bumper boats and many more

9.Risk analysis

9.1.Risk overview

Risk is associated with every business .risk can be from the competitors,changing

preferences of customers,change in demand etc.

Heaven land has to face risk because of : competitors, busy life of people as they don’t

have time for entertainment.

9.2 Limiting factors

Limiting factors are considered as limitations of B-plan.There are some limitations of

heaven land due to lack of experienced staff,lack of team work, unpunctual staff .

9.3 Alternative scenario

In any case if my b-plan will fail ,i will continue with this plan by finding the various

reasons of failure .To overcome these failure ,i will introduce some strategies.

9.4 Risk reduction strategies

These are those strategies whish help to reduce risk associated with business.as

mentioned above that heaven has to face risk from its competitors and changing

preferences of customers.to reduce this risk , heaven land will develop several strategies

like heaven land will provide unique and superior service to its customers and heaven

land wiill keep in touch with people by organising seasonal festivals.

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