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A
FEASIBILITY REPORT
ON
AMUSEMENT PARK
THIRD YEAR M.B.A
2009-2010
K.S SCHOOL OF BUSINESS MANAGEMENT
GUJARAT UNIVERSITY
AHMEDABAD-380009
CERTIFICATE
This is to certify that members of group of Third year M.B.A. of
K.S School of Business Management and Research have
successfully completed their feasibility report on AMUSEMENT
PARK for the academic year 2009-2010 and have duly submitted
to the institute.
Date of submission Project Guide
(08 – 03 – 2010) (BINDYA SONI)
K.S School of Business Management
Gujarat University,
Ahmedabad -380009
ROLL NO. NAME
3003 JIGAR BHAVSAR
3015 SACHIN DARJI
3030 KRUPALI MANANI
3032 HARSHIL MEHTA
3033 KHUSHBU MEHTA
3034 KRISHNA MEHTA
3036 DHAVAL MESURANI
3055 RISHIT PATEL
3060 DHRUMI SHAH
3062 HELI SHAH
3101 RACHANA KHANDHAR
INDEX
SR. NO. PARTICULAR
1 ACKNOWLEDGEMENT
2 PREFACE
3 WHAT IS FEASIBILITY REPORT?
4 AMUSEMENT PARK
5 PEST ANALYSIS
6 LEGAL DOCUMENTS
7 PLANT LAYOUT
8 7 P'S OF SERVICES
9 HR FEASIBILITY
10 MARKETING FEASIBILITY
11 FINANCIAL FEASIBILITY
12 SWOT ANALYIS
13 CONCLUSION
14 BIBLIOGRAPHY
15 ANNEXURE
ACKNOWLEDGEMENT
This project has given us a tremendous opportunity to enhance
our knowledge and skills. So With the deep sense of gratitude,
our group expresses heartfelt regards to the director of K.S
School of Business Management, Dr. Sarla Achuthan, who gave us
a valuable opportunity towards practical training.
We are indebted to our project guide Mrs. Bindya Soni for
providing constant support and unceasing guidance throughout our
feasibility on AMUSEMENT PARK
We acknowledge the contribution of all our faculties and all those
who have directly or indirectly offered timely help and
encouraged us throughout our project.
Last but not the least all the people whom we surveyed and whom
we met for our report deserve our sincere thanks for their
cordial co-operation and for sparing their valuable time.
PREFACE
“Practical knowledge is like a candle that leads to the way
through the dark passages of ignorance”
This saying has played a vital role and has guided us throughout
the report. The purpose of preparing this report is to get an idea
about how an individual has to plan each and everything before
starting a new venture.
This practical training develops awareness in students about the
difficulties and challenges of business world.
“Knowledge is power and ideas that rule the world”
The preparation of this report is a part of practical studies in
MBA. In order to fulfil these objectives we have come up with
the team effort presenting an in depth feasibility report on
AMUSEMENT PARK this report had provided us with an
opportunity to get a glimpse of the working of AMUSEMENT
PARK.
We have put in our efforts and tried our level best to present
this report based on our research.
WHAT IS FEASIBILITY STUDY???
A feasibility study is a process designed to determine the
difficulty in carrying out a designated task. Generally, a
feasibility study precedes technical development and project
implementation. In other words, a feasibility study is an
evaluation or analysis of the potential impact of a proposed
project.
Five factors to be taken care off in feasibility report
Technology and system feasibility
Technological feasibility is carried out basically to determine
whether the company has the capability in terms of software,
hardware, personnel and expertise to handle the completion of
the project.
Economic feasibility
Economic analysis is the most frequently used method for
evaluating the effectiveness of a new system. More commonly
known as cost/benefit analysis, the procedure is to determine the
benefits and savings that are expected from a candidate system
and compare them with costs. If benefits outweigh costs, then
the decision is made to design and implement the system.
Legal feasibility
Determines whether the proposed system conflicts with legal
requirements e.g. data processing system must comply with the
local Data Protection Acts.
Operational feasibility
Is a measure of how well a proposed system solves the problem,
and takes advantages of the opportunities identifies during scope
definition and how it satisfies the requirements identified in the
requirements analysis phase of system requirement.
Market feasibility
Market feasibility study typically involves testing geographic
locations for developing any project, and developers often
conduct market studies to determine the best location within a
jurisdiction. It takes into account the importance of the business
in the selected area.
Resource feasibility
This involves questions such as how much time is available to build
the new system, when it can be built, type and amount of
resources required, dependencies, etc. Contingency and mitigation
plans also are stated here.
Cultural feasibility
In this stage, the project’s alternatives are evaluated for their
impact on the local and general culture. For example,
environmental factors need to be considered and these factors
are to be well known. Further an enterprise’s own culture can
clash with the results of the project.
AMUSEMENT PARK
Amusement park and theme park are terms for a collection of
rides and other entertainment attractions assembled for the
purpose of entertaining a large group 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.
Amusement parks evolved in Europe from fairs and pleasure
gardens which were created for people’s recreation. The oldest
amusement park of the world (opened 1583) is Bakken, at
Klampenborg, north of Copenhagen, Denmark.
Fairs and pleasure gardens
Periodic fairs, such as the Bartholomew Fair which began in
England in 1133, are a parent for the modern amusement park.
Beginning in the Elizabethan period the fair had evolved into a
center of amusement with entertainment, food, games, and
carnival-like freak-show attractions. The seasonal celebration was
a natural place for development of amusement attractions.
Amusement parks also grew out of the pleasure gardens that
became especially popular at the beginning of the Industrial
revolution as an area where one could escape from the grim urban
environment.
The "Golden Age" of amusement parks
During the Gilded Age, many Americans began working fewer
hours and had more disposable income. With new-found money and
time to spend on leisure activities, Americans sought new venues
for entertainment. Amusement parks, set up outside major cities
and in rural areas, emerged to meet this new economic
opportunity. These parks reflected the mechanization and
efficiency of industrialization while serving as source of fantasy
and escape from real life. By the early 1900s, hundreds of
amusement parks were operating in the United States and Canada
This era saw the development of the new innovations in roller
coasters that encouraged extreme drops and speeds to thrill the
riders. By the end of the First World War, people seemed to want
an even more exciting entertainment, a need met by the roller
coasters. Although the development of the automobile provided
people with more options for satisfying their entertainment
needs, the amusement parks after the war continued to be
successful, while urban amusement parks saw declining
attendance. The 1920s is more properly known as the “Golden
Age” of roller coasters, being the decade of frenetic building of
these rides.
Depression and post-World War II decline
The Great Depression of the 1930s and World War II during the
1940s saw the decline of the amusement park industry. War saw
the affluent urban population move to the suburbs, television
became a source of entertainment, and families went to
amusement parks less often.
By the 1950s, factors such as urban decay, crime, and even
desegregation in the ghettos led to changing patterns in how
people chose to spend their free time. Many of the older,
traditional amusement parks closed or burned to the ground.
Many would be taken out by the wrecking ball to make way for
suburban living and development. In 1964, Steeplechase Park,
once the king of all amusement parks, closed down for good. The
traditional amusement parks which survived, for example,
Kennywood, in West Mifflin, Pennsylvania, and Cedar Point, in
Sandusky, Ohio, did so in spite of the odds.
The modern amusement park
Modern amusement parks now run differently than those of years
past. Amusement parks are usually owned by a large corporate
conglomerate which allows capital investment unknown by the
traditional family-owned parks. Starting with Disneyland in the
1950s, the park experience became part of a larger package,
reflected in a television show, movies, lunch boxes, action figures
and finally park rides and costumed characters that make up the
"theme." These parks offer a world with no violence or social
problems. The thrills of the theme parks are often obscured from
the outside by high fences or barriers re-enforcing the feeling of
escape, they are kept clean and new thrill rides are frequently
added to keep people coming back. In addition to this experience,
the theme park is either based on a central theme or, divided into
several distinctly themed areas, lands or "spaces." Large resorts,
such as Walt Disney World in Florida (United States), actually
house several different theme parks within their confines.
PEST ANAPEST ANALYSISYSIS
Analysis of external environment in which the Amusement Park
operates. It includes the following factors.
Political EnvironmentPolitical Environment
General political atmosphere, particularly political stability is very
important for the successful operation of the business. It covers
those factors, which restrain or facilitate the business through
the government action. It may include political atmosphere,
political parties, government administration, political stability etc.
Amusement park will be influenced by the political changes. A
change in the administration at the centre may also lead to a
change in the tax rates, which may harshly affect the net
revenue earned by the amusement park. Along with this rules and
regulation regarding the licensing policy may also affect the
working of the amusement park. It may hinder the growth and
development or the expansion of the amusement park.
Economic EnvironmentEconomic Environment
Economic environment plays an important role in the amusement
park industry. Since it is the disposable income of the individual
which turns into the income of the amusement park the income
level of the individual is the most important factor for the
amusement park industry. And the economic environment has a
direct impact on the level of the income of an individual and this
will have an indirect impact on the working of the amusement
park.
Social EnvironmentSocial Environment
Main motive of any amusement park is to entertain the public so
the social environment is the most important for any amusement
park. It include demographic and culture aspects of the external
macro environment.
We have also taken in to consideration factors like population
growth, age distribution, and change in trend.
Technological EnvironmentTechnological Environment
One of the most important aspects of shaping people’s lives is
technology. The business, which moves with latest technology, can
excel their growth. Every new technology is a force for ‘creative
destruction’. More over the innovating process always leads to an
increase in the investment. Technological inventions are
introduced for higher productivity, lower cost and more revenues.
Technology refers to sum total of the knowledge providing ways
to do things. Organization must give constant consideration to the
manner in which innovation may affect their product and internal
operating efficiency and generate more revenue in the end.
Like Disney world introduces new rides and event every
year for the purpose of attracting more and more people.
But here in Gujarat what happens is people are not ready
to spend high price on rides so what happens is the
amusement park owners are not willing to invest more in
technology and introduce new rides at regular interval.
REPORT AT GLANCE
NAME OF THE AMUSEMENT PARK: - EXCITE WORLD
ADDRESS: - Suramya Adobe,
Sanand-nal sarovar road,
Sanand.
Ahmedabad
CONSTITUTION: - Partnership Firm
SERVICE: - Entertainment
COST OF PROJECT: - Rs. 6,52,85,000
MEANS OF FINANCE Partners Capital
Borrowed Funds
LEGAL DOCUMENTSLegal document includes the following: -
1. Partnership deed
2. Sanction letter of loan
3. License
Application for License
No objection Certificate from: -
Engineers
Chief of fire department
Application for approval to the local Police Department
License
PARTNERSHIP DEED
Partnership is an association of 2 or more people who come together for achieving some common goals. A written document which binds them and gives them a legal enforcement right is called a partnership deed. Our partnership deed is as follows:
In all we are 6 partners. A partner may be admitted or may retire with the mutual consent of all other partners. Name and the address of all the partners are as follows:
1) Date:
“This deed of partnership executed on between 2.00 pm to 5.30 pm
2) Address:
1. KHUSHBU MEHTA
C/201 CHANDANBALA,
OPP. SUVIDHA SHOPPING CENTER,
PALDI, AHMEDABAD
2. HELI SHAH
6, SHITAL CHHAYA,
SUKETU SOC.,
NAVRANGPURA, AHMEDABAD
3. KRISHNA MEHTA
33- ARUNODAYPARK SOC.,
NAVRANPURA, AHMEDABAD
4. KRUPALI MANANI
31-SHIVSAGAR SOCIETY,
PART-2 OPP. AVANI PARK,
JIVRAJ PARK, AHMEDABAD
5. DHAVAL MESHURANI
17/A HIGHLAND PARK SOCIETY,
NEAR GULBAI TEKARA PASSPORT OFFICE,
NAVRANPURA, AHMEDABAD
6. SACHIN DARJI
111/1329-SHREE NAGAR APARTMENT,
SOLA ROAD,
NARANPURA, AHMEDABAD
7. HARSHIL MEHTA
C-42 MALHAR APARTMENT,
VASANA, AHMEDABAD
8. DHRUMI SHAH
F-6 ANURAG FLAT,
SHANTIVAN,
NARAYAN NAGAR ROAD,
PALADI, AHMEDABAD
9. RACHANA KHANDHAR
A/51 SKYLARK APARTMENT
OPP. BIMA NAGAR,
SATELLITE, AHMEDABAD
10. RISHIT PATEL
A-302, SUKIRTI ELEGANCE
NEAR. VRAJ VIHAR 2
OPP: - STAR BAZAAR
SATELLITE, AHMEDABAD
11. JIGAR BHAVSAR
72 TIRTHNAGAR SOC
PART-1
MEMNAGAR, AHMEDABAD
3) PREMBLE:
“If the deed is retrospective”
“Were as the aforesaid party have come together to carry on business of Amusement park, as from and the terms and conditions of the partnership as agreed to are hereby in writing.
a. Date of commencement
b. Business of partnership
The partnership will carry on the business of Amusement park and such other business or business as the parties may from time to time.
c. Name
The name of partnership firm shall be Excite Land and other name or names as the parties may from time to time.
d. Place of business
Place of business shall be at and such other name or name as the parties from time to time determine.
e. Duration
The partnership shall be a partnership a will.
f. Capital
The capital contribution by the parties shall be follows.
Nine partners of the firm bring amount equivalent to RS. 1662000 each and two partners bring the amount equivalent
to Rs. 1663500 and other contributions as the parties may from time to time determine.
g. Sharing of Profits and Losses:
All the partners of the firm will receive or bear the profits and losses of the firm for the full and final settlement of the claim in the profit of the firm and such ratio of contribution as the partners may time to time determines. Current ratio is equal between all the partners.
ASSUMPTIONS
• We share profit and loss in the same proportion.
• 6% interest on capital is allowed p.a.
• Interest on loan is provided for at 11%
• For any other matter on which our deed is silent the rules of Partnership Act, 1932 shall apply.
308, 3rd Floor, The Grand Mall, Opp: - SBI Zonal Office, S.M.Road, Ambawadi,
Ahmedabad 380015. Ph. No. (079) 30076571 / 74
TO,
FUN VALLEY,
SURAMYA ADOBE,
SANAND-NAL SAROVAR ROAD,
SANAND -382110
Dear Sir,
Sub: Sanction letter for loan of application for Rs. 4, 70, 00000
We hereby give you the provisional sanction for loan application for 47000000 under terms and condition mention below.
• Rate of interest will be charged at 11%• Any charge in the rate of interest will be binding to you.• Repayment period will be for 120 months. The first month will start from
april,2010• All the borrowers will be personally liable for borrowing amount• Work place will be mortgage fully in favour of bank• All the documents as per bank rules will be submitted before the
disbursement of loan
We confirm the above terms and condition and accept the loan approval.
(Mr. Pankaj Doshi)
Branch manager
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SANAND NAGAR PALIKA
SOUTH ZONE,
SANAND
Date : 10-1-2010
NO OBJECTION CERTIFICATE
This is to certify that the booking premises of Excite Land, Amusement Park has been checked and found ok. The booking office buildings are in good condition.
(Civil License) Engineer
Additional City
(South Zone)
SANAND NAGAR PALIKA
FIRE AND EMERGENCY SERVICE
SANAND FIRE STATION
SANAND – 382110.
PH: 2213587/88/89.
Date :
NO OBJECTION CERTIFICATE
This is to certify that we have checked the Excite Land Booking Premises and found it good in condition, Department has found good in condition, Department has also good care for fire safety aspect.
Chief Fire Officer
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STEPS OF FEASIBILITY REPORT
As a part of our feasibility study we conducted the following steps: -
We visited various amusement parks and water parks: -
• Kankariya
• Chiti bang, law garden
• Shankoos water park, mehsana
We did a market survey of 600 people
We have contacted various manufacturers and suppliers of the amusement park equipments
• A.K enterprise
• Arihant enterprise
• Top land
PLANT LAYOUT
MEASUREMENTS
Parking – 582.2 x 121.4 (in meter)
Ticket window – 5.33 x 2.38 (in meter)
Office –5.45 x 9.9 (in meter)
Fountain – 5 x 29.31 (in meter)
Restaurant – 95 x 15 (in meter)
Play port – 525.1316
Ticket window(for rides) – 6.87 x 10 (in meter)
Adult rides – 31.76 x 68.76 (in meter)
Children ride – 15.47 x 21.5 (in meter)
Lotus pond – 19.1 x 36.14 (in meter)
Sitting (only slab) – 28.59 x 29.6 (in meter)
Sitting without shadow – 24.7 diameters
Sitting with shadow – 33.69 diameters
Train track - 6623.5544 diameters
RIDES IN AMUSEMENT PARK INDUSTRY
RIDES
Kiddie’s rides
BIKE HORSE
SPECIFICATION
SIZE: - 4 X 2 FEET
CAPACITY: - 1 PERSONS
PRICE: - Rs. 60,000 PER PIECE
GLOBE MERRY GO ROUND
SPECIFICATION
SIZE: - Dia 6 Ft. Ht. 8 Ft.
CAPACITY: - 4 PERSONS
PRICE: - Rs.75, 000
VIDEO GAMES
Video race Bike Speed champ car
Monaco GP video car
SPECIFICATION
SIZE: - 5 X 3 FEET
CAPACITY: - 1 PERSON
PRICE: - Rs. 1 LAKH PER PIECE
SKILL GAMES
Air Hockey
SPECIFICATION
SIZE: - 102”X60”X72”H
CAPACITY: - 2 PERSON
PRICE: - Rs. 70,000 PER PIECE
BASKET BALL
SPECIFICATION
SIZE: - 84”X42”X84”H
CAPACITY: - 2 PLAYERS
PRICE: - Rs.75, 000 PER PIECE
GIFT GAMES
BOXING
SPECIFICATION
SIZE: - 5 X 5
CAPACITY: - 1 PERSON
PRICE: - Rs. 75, 000
FAMILY RIDES
GREAT WESTERN EXPRESS
SPECIFICATION
SIZE: - 500 FT TRACK
CAPACITY: - 20 ADULTS
PRICE: - Rs. 8, 00,000
CONTAINS: - 4 BOGGIES + 1 ENGINE
BOUNCIES
MULTIPLE ACTIVITIES BOUNCY
SPECIFICATION
SIZE: - 12 X 15
CAPACITY: - 15 CHILDREN
PRICE: - Rs. 75, OOO
FAMILY THRILL RIDES
FLUME COASTER
SPECIFICATION
SIZE: - 30 X 80
CAPACITY: - 6 PERSON AT A TIME
PRICE: - Rs. 35, OO, OOO
TORA TORA
SPECIFICATION
SIZE: - 30 Ft. Dia
CAPACITY: - 36 PERSONS AT A TIME
PRICE: - Rs. 20, OO, OOO
STRIKING CAR
SPECIFICATION
SIZE: - 2, 000 SQ. FT
CAPACITY: - 1 PERSON IN 1 CAR
PRICE: - Rs. 25 LAKH FOR 5 CARS AND Rs. 1.5 LAKH FOR EACH ADDITIONAL CAR.
WALKING ANIMALS AND CARS
SPECIFICATION
CAPACITY: - 1 CHILD
PRICE: - Rs. 50, 000 PER PIECE
PLAY PORT
SPECIFICATION
PRICE: - Rs. 25,000 PER PIECE
INSTALLATION COST: - Rs. 50, 000
7 P’s of service
SERVICE PRODUCT
Core Benefit:-
The most fundamental level is the core benefit. It is the
fundamental service or benefit that the customer is really buying.
The Core Benefit of amusement park is to entertain the visitors
in their leisure time.
Basic Product:-
In this level the marketer has to convert the Core Benefit into
Basic or Generic Product. Here the marketer has to put emphasis
on satisfying the basic need of the customer.
The Basic Product constitutes the amusement park.
Expected Product:-
At the third level, the marketer introduces an
Expected Product, a set of attributes and conditions buyers
normally expect when they purchase the product. It is their
minimum expectation.
The visitors of the amusement park normally expects a
safe and healthy environment which will help them to entertain
them self during their leisure time
Augmented Product:-
At the fourth level, the marketer prepares an Augmented Product
that exceeds customer’s expectation. The Augmented Product is
built up in order to make it competitive and attractive. It offers
the additional benefit.
The Augmented Product of amusement park is to have thrilling
rides with hygiene food court
Potential Product:-
At the fifth level stands the Potential Product, which
encompasses all the possible Augmentation and transformation
the Product or offering might undergo in the future. Here is
where companies search for new ways to satisfy customers and
distinguish their offers. Here the innovations play a very
important role.
The Potential Product for amusement park is to have fully wi-fi
zone and theme based parks.
PRICE
Price constitutes one of the most important ingredients of the
marketing mix. Any decision made by the management under any
other mix of marketing affects the decision of the price of the
product and in turns affects the decision of any other mix. Price
is the only mix in the marketing mix, which generates revenue for
the firm.
Amusement parks collect much of their revenue from admission
fees paid by guests attending the park. Other revenue sources
include parking fees, food and beverage sales and souvenirs.
Practically all amusement parks operate using one of two pricing
policies:
Pay-as-you-go
In this format, a guest enters the park at little or no charge. The
guest must then purchase rides individually, either at the
attraction's entrance or by purchasing ride tickets (or a similar
exchange method, like a token). The cost of the attraction is
often based on its complexity or popularity. For example, a guest
might pay one ticket to ride a carousel, but would pay four tickets
to ride a roller coaster. The park may allow guests to purchase
unlimited admissions to all attractions within the park.
The advantages of pay-as-you-go include:
• guests pay for only what they choose to experience
• attraction costs can be changed easily to encourage use or
capitalize on popularity
The disadvantages of pay-as-you-go include:
• guests may get tired of spending money almost continuously
• guests may not spend as much on food or souvenirs
Pay-one-price
An amusement park using the pay-one-price format will charge
guests a single, large admission fee. The guest is then entitled to
use almost all of the attractions in the park as often as they wish
during their visit. The park might have some attractions that are
not included in the admission charge; these are called "up-charge
attractions" and can include bungee jumping or go-kart tracks or
games of skill. However, the majority of the park's attractions
are included in the admission cost.
The advantages of pay-one-price include:
• guests can more easily budget their visit
• guests may be more likely to experience an attraction
they've already paid for
• lower costs for the park operators, since ticket-takers are
not needed at each attractions
The disadvantages of pay-one-price include:
• guests will often be paying for attractions that they do not
ride or visit
• guests who are simply coming just to be with their families
will have to pay anyway
In our report we have adopted the pay-as-you-go pricing policy
where we charge very little admission fees and then offer the
visitor to purchase the ride individually.
Charges of various products offered by us:
Parking fee Charges
Two wheeler 10/-
Four wheeler 20/-
Entry fee
Children
( below 10
yrs)
AdultsSenior
citizen/disabled
Charges 40/- 60 20
Rides Charges
Bike 10/-
Walking animal (COMPLEMENTARY)
Globe merry go round 20/-
Great western express ( mini
train)
25/-
Joker jumping (COMPLEMENTARY)
Striking car 25/-
Flume coaster(water ride) 30/-
Tora tora 20/-
Cup and Saucer 20/-
Dragon missile 20/-
Basket ball(2 players) 30/-
Air hockey(2 players) 30/-
Rock climbing (COMPLEMENTARY)
Video games 20/-
PLACE
The location is very important aspect in economic analysis of any
project as it plays a vital role in continuing life of the business as
in future. The firm has to leverage the advertisement while
operating with location of plant as the biggest constraint.
For our amusement park we have selected SANAND
Address of the following is as under
Place: Sanand
Address: Suramya Adobe,
Sanand-nal sarovar road,
Sanand.
Ahmedabad
Location preference:
Why we have chosen SANAND?
We have chosen Firstly because it is near to Ahmedabad.
Secondly, Sanand is currently one of the highly developing areas.
Thirdly, availability of the suitable market. Fourthly, cheap
availability of all the services required for the smooth working
for the amusement park.
Area: 304920 sq. feet.
PROMOTION
Promotion means which marketers talk to existing customers
and potential buyers. Simple but," promotion is the marketing
communication”.
To promote any product or any service, it is essential to
decide some of the objectives. The basic objectives of the
promotion mix for service may fall under one of the following.
Develop personal relations with clients
Making a strong impression of competency, honesty and
sincerity.
Manage to maintain a positive image by word of mouth.
Based on above detailed objectives for the promotion of our
Amusement Park we have decided several criteria to implement
above objectives.
Consumer Promotion
Discount
We offer discount to
o School picnic
o Parties (banquet hall)
• Tie-up with tours & Travel Companies
Advertising
“Advertisement is non-personal form of communication
intended to inform and persuade the target market by an
identified sponsors.”
We do advertising for promotion of our service. this is
described in more details in 5 M’s of marketing.
5 M’s of advertising
1. Mission
It is all about setting advertisement goal in the initial stage.
Initially we preferred informative advertisement in order to
inform the existence of new amusement park near to them and
to ensure them safe journey in our rides
And when we become well set in our business and gain the
popularity among the visitor we will switch over to persuasive
advertising to create liking, preference and conviction.
2. Money
Factors affecting advertising budget
a) Stage in product life cycle:
In the initial stage, our advertising budget is high because we
are new in the field of amusement park. Afterwards, it will be
low compare to first year
.
b) Market share and Consumer base:
As we are new in the field of amusement park we have less
market share so our advertising budget is high. Gradually, we
will have a set of loyal visitors so our budget will decrease in
future.
c) Competition:
no doubt there is less competition in Sanand in the field of
amusement park but still as our amusement park is new and
very less people are aware about the amusement park it is very
important for us to make them aware and for that we have set
a high advertising budget for now which will decrease in future.
d) Advertising Frequency:
In the first year our advertising frequency will be high
therefore advertising budget will be high. Later on it will
decrease.
3. Message:
Efficiency of message depends upon not only on what is said
but also often more important how it is said. Hence, the
message plays an important role in organization’s image.
Our amusement park’s message is “YOUR FASCINATING
JOURNEY BEGINS FROM HERE .........”
4. Media:
Media selection is finding the most cost-effective media to
deliver the desired number and type of exposures to target
audience. The effect of exposures depends on reach,
frequency and impact.
Following are the media vehicles that we have selected for our
advertisement.
Print ads:
It includes advertisement in The Times of India, Divya
Bhaskar etc. costing Rs. 125000 per ad.
• Hoardings:
It includes hoarding on highways costing Rs. 200000 per
month.
PROCESS
The importance of process management is that it assures service
availability and consistent quality.
In our amusement park we have designed a specific process which
every visitor is expected to follow. It includes following: -
1. An admission fee per person is to be paid at the counter and
stamps are to be collected.
2. After collecting the stamps all the personal belongings are
to be deposited at the counter and token is to be collected
which is to be retained by the visitor till the time they come to
the exit point.
3. Once the visitor enters the amusement park in order to
enjoy the ride they have to collect the ticket from the
respective ticket counter by paying the specific amount per
person per ride.
This is the formally set process which is expected to be
followed by the visitors.
PEOPLE
A well trained and experienced work force is been employed in
our amusement park which includes a total of 52 employees
including superintendent, ride operators, accountants, ticket
collectors etc.
PHYSICAL
EVIDENCE
A physical object is self defining; a service is not and therefore
the marketing task in service industries is defining for the
service what the service cannot define for itself.
Three factors are to be taken care off
• Ambient factor
• Design factor
• Social factor
In our amusement park we have completely taken care of
ambience factor i.e. cleanliness etc. by proper dumping of the
garbage. Along with this design factor is also been fairly taken
care of a well designed furniture and infrastructure is been set
up in the entire park and all these things are done keeping in mind
the social factor where nothing is against any social class.
HR FEASIBILITY
ORANISATION CHARTORANISATION CHART
JOB ANALYSIS
JOB DESCRIPTION
Job description is an organized, factual statement of duties and responsibilities of a specific job. In brief, it should tell what is to be done, how it is going to be done. It is a standard of
function, in that; it defines the appropriate and authorized content of a job.
JOB SPECIFICATION
Job specification is a statement of the minimum acceptable human qualities necessary to perform a job properly. It is standard of personal and designates the qualities required for acceptable performance.
The details of the job description and job specification for the administrative persons are given below.
SuperintendentSuperintendent
Job Description:Job Description:
Job Title: Superintendent
Reports to: working partner
Duties and responsibilities: To see the functioning of rides and supervise ride operators. To supervise day to day activity of park
Job Specification:Job Specification:
Job Title: Superintendent
Education: Graduate in any field
Experience: 1 to 2 years
Mental Ability: Good leader and motivator, supportive for workers. Handle subordinates problems effectively.
Accountant Accountant
Job Description:Job Description:
Job Title: Accountant
Reports to: working partner
Duties and responsibilities: Maintain books of accounts, clear legal formalities of Taxation responsible for all accounting work.
Job SpecificationJob Specification
Job Title: Accountant
Education: Graduate in commerce
Experience: 1 year minimum
Mental Ability: Handle financial data efficiently
Ticket clerkTicket clerk
Job Description:Job Description:
Job Title: Ticket clerk
Reports to: Accountant
Duties and responsibilities: To keep the records.
Job Specification:Job Specification:
Job Title: Ticket clerk
Education: Graduate in commerce
Experience: 6 to 12 months
Mental Ability: Good speed on computer.
Ride operatorRide operator
Job Description:Job Description:
Job Title: Ride operator
Reports to: Superintendent
Duties and responsibilities: To operate various types of outdoor rides and operate indoor games
Job Specification:Job Specification:
Job Title: Ride operator
Education: Any qualification
Experience Not required
Mental Ability: Ability to understand games rules and provides assistance to players.
Salary chart
NO. OF
PERSONS
SALARY PER
MONTH PER
EMPLOYEE
SALARY PER MONT
H
SALARY PER YEAR
DESIGNATION
SUPERINTENDENT
3 5000 15000 180000
RIDE OPERATOR
20 3500 70000 840000
TICKET CLERK 3 3500 10500 126000
SWEEPER 5 2500 12500 150000
SECURITY 15 3000 45000 540000
ACCOUNTANT 3 6000 18000 216000
GARDENER 5 3000 15000 180000
TOTAL 52 2500018600
022320
00
MMARKETING FEASIBILITY
MarketingMarketing
One of the shortest and sweetest definitions of the marketing is
need “profitability”
How is it possible to make aware the people about our service?
The simplest way of making aware to people about the service is
marketing. In this competitive world, marketing is really
important for any company or firm to provide their service in the
market. Today there are different media vehicle is available to
make mark on the consumer mind about the service.
Now, it is believed that “the best way to get & keep customers is
to constantly figure out how to give them the best for less.”
In this far reaching equally competitive era of modernization,
each and every field requires strong and good marketing skills.
The motive of marketing is to meet and satisfy target consumers
name and provide services to them well.
Marketing is:
M- Money must be secondary.
A- All the customer should be satisfied.
R- Reasonable rate for providing service.
K- Keep eyes on the competitor.
E- Easy availability of service.
T- Thoughtfully advertise service.
I – Importance of quality
N- Need of tremendous changes all the time.
G- Generation of new idea.
MARKETING OBJECTIVESMARKETING OBJECTIVESThe main objectives are in the following.
(1) Profit maximization.
(2) Increase market share.
(3) Create brand awareness
(4) To capture the market
(5) Goodwill
(6) To satisfy customers
Market research is the systematic design, collection analysis and
reporting of data and findings relevant to a specific market
situation facing the company.
Effective marketing research system involves the 5 steps
shown in following figure:
(A)(A) Define the problem and research objectivesDefine the problem and research objectives
Our main objective in our research is “finding the scope and
feasibility of AMUSEMENT PARK”.
(B)(B) Develop the research plan:Develop the research plan:
The next step of a marketing research is to develop a step-by-
step plan regarding decision factors like sources of data, data
collection method and contact methods.
Sources of DataSources of Data
The data sources can be primary or secondary, we have used
both.
(1) Primary Data
Primary data are the raw data and structure of variables
that have been specifically collected four assembled for a
correct information research problem. Our research for
primary source consists of:
Consumers
Household: we have surveyed 600 people.
(2) Secondary Data
The information i.e. collected from news papers, magazine,
reports and internet is known as secondary data.
Data Collection MethodData Collection Method
Research Approaches
a) Observational research
b) Focus groups research
c) Survey research
d) Behavioural data
e) Experimental research
We used the “Survey Approach” through questionnaire.
Research Instrument
a) Questionnaire
b) Psychological Tools
c) Mechanical Devices
d) Quantitative Measures
The major research instrument that we use is “questionnaire” of
Household and Industries.
Sampling Plan
The marketing researcher must designed sampling plan
which consist of three components such as:
1) Sample unit: People of Ahmedabad City.
2) Sample size: 600 people
3) Sampling Procedure: Random sampling (Zone-wise
Division, North – East – West – South)
Contact Method
There are various way to contact the people: mail,
telephone, personal approach. There were direct
(personal) contacts with the people for filling
questionnaire.
(c) Collect the Information(c) Collect the Information
The data collection phase of marketing research is generally the
most expensive and the most prone to error, in case of Survey,
we have faced some problems such as:
1). While collecting the information, we had some
difficulties in extracting information from some people
2). The response of some people was biased and unreliable.
Though collecting the information is mostly prone to error, we
have tried our best to cover all possible aspects so that our
research will be able to give us correct idea of current scenario.
(C)(C) Analysis of the informationAnalysis of the information
The data collected in the previous stages have to be arranged
properly and orderly. They have to be carefully processed and
edited so as to make a comparative study.
For analysis we have distributed the various questions in
tabulated form and we have presented it in different charts.
How do you spend your leisure time?
OccupationWatching Movies Freaking Out
Visiting Amusement
ParkAny Other Activities
student 264 147 101 51personal business 29 13 15 17
service 27 25 71 20house wife 13 17 16 29
govt officers 11 31 39 7
TOTAL 344 233 242 124
With the help of given chart we can interpret that in case of
students, they spend most of their leisure time watching movies or
with outing. From data we can decide that majority of students
should be targeted to increase their interest in visiting amusement
park.
Service people and govt. Officials choose amusement park compared
to other occupational and efforts should be made to maintain their
interest.
Business personal are less likely to spend their time in amusement
parks.
Over all study of chart suggest that according to occupational data
there is very good scope for amusement park as 25 percent of
people spend their time in amusement park.
The frequency of visiting amusement park according to its location
LOCATION
FREQUENCY LOCALOUT OF
STATIONDAILY 0 0WEEKLY 0 0FORTNIGHTLY 24 0MONTHLY 118 63NOT FREQUENTLY 237 104
0
50
100
150
200
250
1 2 3 4
NUMBER OF PEOPLE
LOCATION
FREQUENCY OF VISITING AMUSEMENT PARK
DAILY
WEEKLY
FORTNIGHTLY
MONTHLY
NOT FREQUENTLY
With the help of given chart we can see that there is high number of
locals visiting amusement park than people from out of station,
people mostly visit amusement park on monthly basis or not much
frequently. Efforts can be made to convert non-frequent visitors in
to frequent visitors.
Over all scenario is favourable to amusement park business because
of high local visitors and also monthly visitors are in good numbers
from both locations.
The Occupation Of The Visitors And Their Frequency Of Visiting Amusement Park.
OCCUPATION FREQUENCY
DAILY WEEKLY FORTNIGHTLY MONTHLYNOT FREQUENTLY
STUDENT 0 30 44 94 160PERSONAL BUSINESS 0 0 0 23 24SERVICE 0 0 11 61 34HOUSE WIFE 0 0 9 13 21GOVT. OFFICERS 0 0 0 15 7
TOTAL 0 30 64 206 246
From given chart we can see that the students are frequent visitors and other occupational are also likely to visit amusement park frequently and this fact gives a strong support to amusement park project. We can see that there will be regular visitors to amusement park.
The Services Preferred By Different Age-Group People In An Amusement Park.
SERVICES AGE GROUP BELOW 20 20-25 25-35 35-50 ABOVE 50
RIDES 108 127 101 41 0
HEALTH FACILITY 0 12 7 41 29DANCE FLOOR 31 67 28 24 0
RESTAURANT 68 59 77 43 17HORSE RIDING 25 28 17 9 0
TOTAL 232 293 230 158 46
From the above graph we can conclude that most of the people in an
amusement park prefer rides and restaurent.
People from Age group between 20-35 years are visiting amusement
park in a high number.
Our amusement park provides both rides and restaurent facilities,
so there is a good chance of making profit in future.
Level of satisfaction
The Level Of Satisfaction By Visiting Amusement Park.
HIGHLY SATISFIED 42
SATISFIED 331
NEUTRAL 136
LOW SATISFACTION 30
DISSATISFACTION 7
The given chart shows that majority of visitors are satisfied with
amesement park which sugest that it is profitable to open new
amusement park.
COST OF THE PROJECT
REASON FOR NOT VISITING
LACK OF TIME 23
FAR AWAY DISTANCE 18
NOT AWARE OF 0
SEEMS TO BE BORING 13
0
5
10
15
20
25
LACK OF TIME
FAR AWAYDISTANCE
NOT AWAREOF
SEEMS TO BEBORING
We conclude from the above chart that all
people are aware of amusement park but they
are not visiting due to the lack of time.
MEANS OF FINANCE
PARTICULARS AMOUNT (RS.)OWNERS FUND
PARTNERS CAPITAL 18285000
BORROWED FUND TERM LOAN 47000000
TOTAL 65285000
SCHEDULES
SR NO. PARTICULARSSCHEDUL
EAMOUNT
(RS.)
1 LAND 1 45000000
2 OTHER EQUIPMENTS 2 127900
3 FURNITURE 3 617100
4 BUILDING & CONSTRUCTION 4 4078000
5 COMPUTER 5 133000
6 RIDES 6 10180000
7 GENERATOR - 900000
8 PRELIMINARY EXPENSES 7 3609545
9 CONTINGENCY 8 639455
TOTAL COST OF THE PROJECT 65285000
SCHEDULE 1: - LAND
PARTICULARS AMOUNT
BASIC COST 42230000
STAMP DUTY 6.5% 2745000
TRANSFER FEE 25000
TOTAL 45000000
SCHEDULE 2: - OTHER EQUIPMENTS
PARTICULARS UNITS PRICE AMT
SPLIT A/C 4 17000 68000
FANS 3 1150 3450
WATER COOLER 3 18000 54000
TELEPHONE 3 817 2450
TOTAL 127900SCHEDULE 3: - FURNITURE
SCHEDULE 4: - CONSTRUCTION COST
COST OF FURNITURE UNIT PRICE AMTTABLE 4 750 3000
REVOLVING CHAIR 5 2000 10000VISITOR CHAIR 10 200 2000
BANQUET HALL(CHAIR) 200 250 50000SOFA SET 2 10000 20000BENCHES 6 350 2100
FILING CABINET 2 15000 30000FIXTURES 500000
TOTAL 617100
PARTICULARSSQUARE
FEETRATE PER SQ.FEET COST
TICKET WINDOW 136 745 101000
OFFICE 590 745 439835SANITATION
FACILITY 21 745 15645TICKET
WINDOW(RIDES) 730 745 543850
GAZIBO 372 745 277140
BANQUET 2422 1115 2700530
TOTAL407800
0
SCHEDULE 5: - COMPUTER
PARTICULARS UNITS PRICE AMT
COMPUTER 4 25000 100000
LAPTOP 1 33000 33000
TOTAL 133000
SCHEDULE 6: - RIDES
RIDES AMOUNTROCK N ROLL 300000
DRAGON TRAIN 200000BIKE 60000
GLOBE MERRY GO ROUND 75000SPEED CHAM CAR 200000
AIR HOCKEY 70000BASKET BALL 75000
WESTERN EXPRESS TRAIN 800000JOCKER JUMPING (BOUNCIE) 75000
STRIKING CARS 2500000FLUME COASTER 3500000
TORA TORA 2000000ROCK CLIMBING 125000
WALKING ANIMAL 50000PLAY PORT 100000
INSTALLATION COST 50000TOTAL 10180000
SCHEDULE 7: - PRELIMINARY EXPENSES
PARTICULARS SCHEDULE AMOUNTLICENCE FEE 31545
UTILITY DEPOSIT 7.1 48000ADVERTISEMENT 7.2 2820000
SURVEY EXPENSES 5000LOAN CHARGES 705000
TOTAL 3609545
SCHEDULE 7.1: - UTILITY DEPOSIT
PARTICULARS AMOUNTMETER DEPOSIT 25000
TELEPHONE DEPOSIT 5000WATER CONNECTION 18000
TOTAL 48000
SCHEDULE 7.2: - ADVERTISEMENT
PARTICULARS PER AD.FREQUENC
Y AMOUNTADV. IN DIVYA BHASKAR 200000 4 800000ADV. IN TIMES OF INDIA 250000 4 1000000
ADV ON RADIO
PER SEC RS. 100 2000 90 180000OUR AD 20 SECS
BROUCHURE 8 5000 40000
HOARDINGS 200000 4 800000
TOTAL 2820000
SCHEDULE 8: - CONTINGENCY
PARTICULARS AMOUNT
CONTINGENCY
0.99% OF TOTAL COST 639455
TOTAL 639455
PROFIT AND LOSS ACCOUNT
PARTICULARSSCHED
ULE2010-11 2011-12 2012-13 2013-14 2014-15
TOTAL INCOME
RIDES 1 35,12,249 37,93,112 41,76,498 45,77,966 49,91,844
ENTRY FEES 2 45,98,000 47,55,426 49,65,227 51,88,206 54,19,056
PARKING INCOME 3 5,22,000 5,55,930 5,92,065 6,36,470 6,84,206
RESTAURENT INCOME 4 9,60,000 9,60,000 9,60,000 9,60,000 9,60,000
ADVERTISEMENT INCOME 5 42,00,000 42,00,000 42,00,000 42,00,000 42,00,000
TOTAL INCOME 1,37,92,249 1,42,64,468 1,48,93,790 1,55,62,643 1,62,55,106
COST (EXPENSES) :
ELECTRICITY 6 16,12,800 17,49,888 18,98,628 20,60,012 22,35,113
WAGES AND SALARIES 7 22,32,000 23,99,400 25,79,355 27,72,807 29,80,767
CONSUMABLE STORE & SPARES
50,000 52,500 55,000 57,500 60,000
REPAIRS & MAINTANENCE 8 1,00,000 1,05,000 1,10,250 1,15,763 1,21,551
DEPRECIATION ON ASSESTS
9 22,21,450 19,02,637 16,31,403 14,00,276 12,03,046
RENT , RATE , TAXES & INSURANCE
10 1,75,000 1,78,500 1,82,070 1,85,711 1,89,426
ADVERTISEMENT 11 3,29,000 3,29,000 3,29,000 3,29,000 3,29,000
AUDIT FEES 16,000 16,000 16,000 16,000 16,000
UTILITY CHARGES 12 1,20,000 1,26,600 1,33,860 1,41,846 1,50,630
PRELIMINARY EXP 7,21,909 7,21,909 7,21,909 7,21,909 7,21,909
TOTAL COST (EXPENSES) 75,78,159 75,81,434 76,57,475 78,00,823 80,07,441
PROFIT BEFORE INTEREST AND TAX 62,14,090 66,83,034 72,36,314 77,61,819 82,47,665
INTEREST. 51,70,000 48,60,827 45,17,644 41,36,712 37,13,877
INTEREST PARTNERS' CAPITAL 10,97,100 10,97,100 10,97,100 10,97,100 10,97,100
TOTAL INTEREST 62,67,100 59,57,927 56,14,744 52,33,812 48,10,977
PROFIT BEFORE TAX (53,010) 7,25,107 16,21,570 25,28,007 34,36,688
TAX - 2,07,678 5,01,065 7,81,154 10,61,936
PROFIT AFTER TAX (53,010) 5,17,429 11,20,505 17,46,853 23,74,751
SCHEDULE 1: - RIDES
YEAR 2010-11 2011-12 2012-13 2013-14 2014-15
PARTICULARS
PRICE
NO. OF
USERS
AMOUNT
NO. OF
USERS AMT
NO. OF USERS AMT
NO. OF
USERS AMT
NO. OF
USERS AMT
PER RIDE
MOST PREFERED
TRAIN 252360
2 5900582846
471158
82572
7 6431812973
8 7434623522
2 880561
STRIKING CAR 25
10115 252882
12199
304966
11026 275649
12745 318627
15095 377383
FLUME COASTER(WA
TER RIDE) 301404
9 4214701694
350827
71531
4 4594151770
1 5310452096
6 628972
TORA TORA 201685
9 3371762033
140662
21837
7 3675322124
2 4248362515
9 503178
DRAGON MISSILE 20
25288 505764
30497
609932
27565 551298
31863 637254
37738 754766
210735
0 25413
85 22970
74 26552
23 31448
60MODERATEL
Y PREFERED
ROCK N ROLL 201756
1 3512251744
834896
61921
2 3842382014
3 4028612595
8 519151GLOBE
MERRY GO ROUND 20
10244 204881
10178
203564
11207 224139
11750 235002
15142 302838
AIR HOCKEY(2 PLAYERS) 30
10732 321956
10663
319886
11741 352218
12310 369289
15863 475889
878062 87241
6 96059
5 10071
53 12978
78
LESS PREFERED
BIKE 103161
0 3161022275
922758
75513
0 5512985493
6 5493563294
6 329461BASKET BALL(2
PLAYERS) 30 7024 210735 505715172
41225
1 3675321220
8 366238 7321 219641
526837 37931
1 91883
0 91559
4 54910
2
TOTAL351224
9 37931
12 41764
99 45779
70 49918
40
SCHEDULE 2: - ENTRY FEES
PARTICULARS 2010-11 2011-12 2012-13 2013-14 2014-15
CHILDREN167200
0
17,29,200 1805440 1886720 1970640
ADULTS250800
0
25,93,800 2708160 2830080 2955960SENIOR CITIZEN/
PHYSICAL HANDICAP 418000
4,32,300 451360 471680 492660
TOTAL45980
00
47,55,42
6 49,6
5,227
51,88,2
06
54,19,05
6
ENTRY FEES PER PERSON
PARTICULARS IN Rs.CHILDREN 40ADULTS 60
SENIOR CITIZEN 20
TOTAL NO. OF EXPECTED VISITORS EVERY YEAR
PARTICULAR 2010-11 2011-12 2012-13 2013-14 2014-15
CHILDREN 41800 43230 45136 47167 49266ADULTS 41800 43230 45136 47167 49266SENIOR CITIZEN 20900 21615 22568 23584 24633
TOTAL10450
010807
511284
011791
812316
5
SCHEDULE 3: - PARKING FEES
PARTICULARS
2010-11
2011-12
2012-13
2013-14
2014-15
TWO
WHEELERS15660
016677
917762
019094
120526
2FOUR
WHEELERS36540
038915
141444
544552
947894
4
TOTAL52200
055593
059206
563647
068420
6
EXPECTED No. OF VEHICLES IN EACH YEAR
PARTICULARS
2010-11
2011-12
2012-13
2013-14
2014-15
TWO WHEELERS 15660 16678 17762 19094 20526
FOUR WHEELERS 18270 19458 20722 22276 23947
TOTAL 33930 36136 38484 41370 44473
CHARGES PER VEHICLE
PARTICULARS IN Rs.TWO WHEELERS 10FOUR WHEELERS 20
SCHEDULE 4: - RESTAURANTS
CHARGES: - Rs. 80,000 PER MONTH
PARTICULARS 2010-11 2011-12 2012-13 2013-14 2014-15RENT
INCOME96000
096000
096000
096000
0 960000
SCHEDULE 5: - ADVERTISEMENT INCOME
NO. OF HOARDINGS: - 6
YEAR: - 2010-11PARTICUL
ARS 1 2 3 4 5 6 TOTAL
AMOU
NT
STATUS SELFON
RENTON
RENTON
RENTON
RENTON
RENT
OCCUPIE
D MONTHLY
RENT IN Rs. NIL 100000 100000 100000 100000 100000
MONTHS OCCUPIED 12 12 12 12 3 3 MONTHS VACANT 0 0 0 0 9 9 AMOUNT
RECEIVED 0120000
0120000
0120000
0 300000 30000042000
00
YEAR: - 2011-12
PARTICULARS 1 2 3 4 5 6 TOTAL
AMOU
NT
STATUS SELFON
RENTON
RENTON
RENTON
RENTON
RENT
OCCUPIE
D
MONTHLY RENT IN Rs. NIL 100000 100000 100000 100000 100000
MONTHS
OCCUPIED 12 12 12 12 3 3
MONTHS VACANT 0 0 0 0 9 9
AMOUNT
RECEIVED 0120000
0120000
0120000
0 300000 30000042000
00
YEAR: - 2012-13
PARTICULARS 1 2 3 4 5 6 TOTAL
AMOU
NT
STATUS SELFON
RENTON
RENTON
RENTON
RENTON
RENT
OCCUPIE
D
MONTHLY RENT IN Rs. NIL 100000 100000 100000 100000 100000
MONTHS
OCCUPIED 12 12 12 12 3 3
MONTHS VACANT 0 0 0 0 9 9
AMOUNT
RECEIVED 0120000
0120000
0120000
0 300000 30000042000
00
YEAR: - 2013-14
PARTICULARS 1 2 3 4 5 6 TOTAL
AMOU
NT
STATUS SELFON
RENTON
RENTON
RENTON
RENTON
RENT
OCCUPIE
D
MONTHLY RENT IN Rs. NIL 100000 100000 100000 100000 100000
MONTHS
OCCUPIED 12 12 12 12 3 3
MONTHS
VACANT 0 0 0 0 9 9
AMOUNT
RECEIVED 0120000
0120000
0120000
0 300000 30000042000
00
YEAR: - 2014-15
PARTICULARS 1 2 3 4 5 6 TOTAL
AMOU
NT
STATUS SELFON
RENTON
RENTON
RENTON
RENTON
RENT
OCCUPIE
D
MONTHLY RENT IN Rs. NIL 100000 100000 100000 100000 100000
MONTHS
OCCUPIED 12 12 12 12 3 3
MONTHS VACANT 0 0 0 0 9 9
AMOUNT
RECEIVED 0120000
0120000
0120000
0 300000 30000042000
00
SCHEDULE 6: - ELECTRICITY
2010-11 2011-12 2012-13 2013-14 2014-15
UNITS TO BE
USED
ANNUAL
UNITS TO BE
USED
ANNUAL
UNITS TO BE
USED
ANNUAL
UNITS TO BE
USED
ANNUAL
UNITS TO BE
USED
ANNUAL
PER YEA
R AMT
PER YEA
R AMT
PER YEA
R AMT
PER YEA
R AMT
PER YEA
R AMT
IN Rs. IN Rs. IN Rs. IN Rs. IN Rs.
230400
1612800
249984
1749888
271233
1898631
294288
2060016
319302
2235114
CHARGES PER UNIT: - Rs. 7
PER MONTHS UNITS IN EACH YEAR
2010-11 2011-12 2012-13 2013-14 2014-1519200 20832 22603 24524 26609
SCHEDULE 7: - SALARIES
YEAR 2010-11 2011-12 2012-13 2013-14 2014-15
PARTICULARS PER PER PER PER PER PER PER PER PER PER
MONTH YEAR
MONTH YEAR
MONTH YEAR MONTH YEAR
MONTH YEAR
IN Rs. IN Rs.
IN Rs. IN Rs.
IN Rs. IN Rs. IN Rs. IN Rs.
IN Rs. IN Rs.
SWEEPERS1250
0 1500001343
7 1612501444
517334
3 15528 1863441669
3200320.
4
GARDENERS1500
0 1800001612
5 1935001733
420801
2 18634 2236132003
2240384.
4
SECUIRITY4500
0 5400004837
5 5805005200
362403
7 55903 6708406009
6721153.
3
TICKET CLERK
10500 126000
11287 135450
12134
145608 13044 156529
14022
168269.1
RIDE OPERATORS
70000 840000
75250 903000
80893
970725 86960
1043529
93482
1121794
SUPERINTENDANTS
15000 180000
16125 193500
17334
208012 18634 223613
20032
240384.4
ACCOUNTANTS
18000 216000
19350 232200
20801
249615 22361 268336
24038
288461.3
TOTAL22320
00 23994
00 25793
55 27728
07 298076
7
SCHEDULE 8: - REPAIRS AND MAINTENANCE
PARTICULARS 2010-11 2011-12 2012-13 2013-14 2014-15
WATER COOLER 25000 26250
27562.5
28940.625 30387.65
PRINTER 5000 5250 5512.55788.12
5 6077.53AIR
CONDITIONS 20000 21000 22050 23152.524310.12
5
RIDES 50000 52500 5512557881.2
5 60775.3
TOTAL10000
010500
011025
0115762
.5121550.
625
SCHEDULE 9: - DEPRECIAITION
YEAR 2010-11
NAME OF THE ASSET
RATE OF DEPRECIATION
OPENING BALANCE
DEPRECIATION W.D.V
IN PERCENTAGE IN RUPEES IN RUPESS
IN RUPEE
S
LAND 0 45000000 0450000
00
BUILDING 10 4078000 407800367020
0
RIDES 15 10180000 1527000865300
0
GENERATOR 15 900000 135000 765000
COMPUTER 30 133000 39900 93100
FURNITURE 15 617100 92565 524535OTHER
EQUIPMENTS 15 127900 19185 108715
TOTAL 2221450588145
50
YEAR 2011-12
NAME OF THE ASSET
RATE OF DEPRECIATION
OPENING BALANCE
DEPRECIATION W.D.V
IN PERCENTAGE IN RUPEES IN RUPESS
IN RUPEE
S
LAND 0 45000000 0450000
00
BUILDING 10 3670200 367020330318
0
RIDES 15 8653000 1297950735505
0
GENERATOR 15 765000 114750 650250
COMPUTER 30 93100 27930 65170
FURNITURE 15 524535 78680.25445854.
75OTHER
EQUIPMENTS 15 108715 16307.2592407.7
5
TOTAL 1902637.5569119
12
YEAR 2012-13
NAME OF THE ASSET
RATE OF DEPRECIATION
OPENING BALANCE
DEPRECIATION W.D.V
IN PERCENTAGE IN RUPEES IN RUPESSIN
RUPEES
LAND 0 45000000 0 45000000
BUILDING 10 3303180 330318 2972862
RIDES 15 7355050 1103257.56251792.
5
GENERATOR 15 650250 97537.5 552712.5
COMPUTER 30 65170 19551 45619
FURNITURE 15 445854.75 66878.2125378976.5
375OTHER 15 92407.75 13861.1625 78546.58
EQUIPMENTS 75
TOTAL1631403.3
755528050
9.13
YEAR 2013-14
NAME OF THE ASSET
RATE OF DEPRECIATION
OPENING BALANCE
DEPRECIATION W.D.V
IN PERCENTAGE IN RUPEES IN RUPESSIN
RUPEES
LAND 0 45000000 0 45000000
BUILDING 10 2972862 297286.2 2675575.8
RIDES 15 6251793 937768.955314024.0
5
GENERATOR 15 552712.5 82906.875469805.62
5
COMPUTER 30 45619 13685.7 31933.3
FURNITURE 15 378976.538 56846.4807322130.05
73OTHER
EQUIPMENTS 15 78546.5875 11781.9881366764.599
38
TOTAL1400276.19
453880233
.43
YEAR 2014-15
NAME OF THE ASSET
RATE OF DEPRECIATION
OPENING BALANCE
DEPRECIATION W.D.V
IN PERCENTAGE IN RUPEES IN RUPESSIN
RUPEES
LAND 0 45000000 0 45000000
BUILDING 10 2675576 267557.6 2408018.4
RIDES 15 5314024 797103.6 4516920.4
GENERATOR 15 469805.6 70470.84 399334.76
COMPUTER 30 31933.3 9579.99 22353.31
FURNITURE 15 322130.057 48319.50855273810.54
85OTHER
EQUIPMENTS 15 66764.5994 10014.6899156749.909
49
TOTAL1203046.22
852677187
.33
SCHEDULE 10: - INSURANCE PREMIUM
PARTICULARS2010-11 2011-12 2012-13 2013-14 2014-15IN Rs. IN Rs. IN Rs. IN Rs. IN Rs.
BUILDING 5000 5100 5202 5306.045412.160
8
RIDES 70000 71400 7282874284.5
675770.25
12THIRD PARTY
ACCIDENT 100000 102000 104040106120.
8108243.2
16
TOTAL 175000 178500 182070185711
.4189425.6
28
SCHEDULE 11: - ADVERTISEMENT EXPENSES
CHARGESBROUCHERS: - Rs.8 PER BROUCHERHOARDINGS: - Rs. 200000 PER MONTHNEWSPAPER: - Rs. 125000
PARTICULARS 2010-11 2011-12 2012-13 2013-14 2014-15
NEWSPAPER 125000 125000 125000 125000 125000
HOARDINGS 200000 200000 200000 200000 200000
BROUCHERS 4000 4000 4000 4000 4000
TOTAL32900
032900
032900
032900
032900
0
SCHEDULE 12: - UTILITY CHARGES
PER MONTHTELEPHONE CHARGES Rs. 5,500WATER CHARGES Rs. 4,500
PARTICULARS2010-
112011-
122012-
132013-
142014-
15TELEPHONE CHARGES 66000 72600 79860 87846 96630WATER
CHARGES 54000 54000 54000 54000 54000
TOTAL120000
126600
133860
141846
150630
BALANCE SHEET
PARTICULARSSCHEDULE 2010-2011 2011-2012 2012-2013 2013-2014 2014-2015
SOURCES OF FUND
Partner’s Capital 1 1,82,85,000 1,82,85,000
1,82,85,000
1,82,85,000
1,82,85,000
Reserve & Surplus (53,010) 4,64,418
15,84,923
33,31,776
57,06,527
Secured Loans
Term Loan @ 11% 2 4,41,89,333 4,10,69,493
3,76,06,470
3,37,62,514
2,94,95,724
Total Secured Loans 4,41,89,333 4,10,69,493
3,76,06,470
3,37,62,514
2,94,95,724
Total sources of fund 6,24,21,323 5,98,18,911
5,74,76,393
5,53,79,290
5,34,87,251
APPLICATION OF FUND
Fixed Assets
Land 4,50,00,000 4,50,00,000
4,50,00,000
4,50,00,000
4,50,00,000
Furniture 6,17,100 5,24,535
4,45,855
3,78,977
3,22,130
Other equipment 1,27,900 1,08,715
92,407
78,547
66,765
Building & Construction 40,78,000 36,70,200
33,03,180
29,72,862
26,75,575
Computer 1,33,000 93,100
65,170
45,619
31,933
Rides 1,01,80,000 86,53,000
73,55,050
62,51,792
53,14,024
Generator 9,00,000 7,65,000
6,50,250
5,52,712
4,69,805
Gross Block 6,10,36,000 5,88,14,
550 5,69,11,
912 5,52,80,
508 5,38,80,
232
Less : Depreciation 22,21,450 19,02,638
16,31,403
14,00,276
12,03,046
Net Block 5,88,14,550 5,69,11,
912 5,52,80,
509 5,38,80,
232 5,26,77,
186
Current Assets
Cash & Bank Bal. 7,19,137 7,41,272
7,52,066
7,77,149
8,10,065
Total Current Assets 7,19,137 7,41,272
7,52,066
7,77,149
8,10,065
Preliminary expenses not written off 28,87,636
21,65,727
14,43,818
7,21,909
-
Total Application of funds 6,24,21,323 5,98,18,911
5,74,76,393
5,53,79,290
5,34,87,251
SCHEDULE 1: - PARTNER’S CAPITAL
NAME OF THE PARTNER CONTRIBUTIONJIGAR BHAVSAR 1662000SACHIN DARJI 1662000
KRUPALI MANANI 1662000HARSHIL MEHTA 1662000KHUSHBU MEHTA 1662000KRISHNA MEHTA 1662000
DHAVAL MESURANI 1662000RISHIT PATEL 1662000DHRUMI SHAH 1662000
HELI SHAH 1663500RACHANA KHANDHAR 1663500
SCHEDULE 2: - TERM LOAN
PARTICULARS AMOUNTLOAN AMOUNT 47000000
ROI (P.A.) 11.00%TERM IN YEARS 10
INSTALMENT AMT. 7980667
AMORTISATION STATEMENT
YEARS OPENINGINTERES
TPRINCIPA
LINSTALLEME
NT CLOSING 1 47000000 5170000 2810667 7980667 441893332 44189333 4860827 3119840 7980667 410694933 41069493 4517644 3463023 7980667 376064704 37606470 4136712 3843955 7980667 337625145 33762514 3713877 4266790 7980667 294957246 29495724 3244530 4736137 7980667 247595877 24759587 2723555 5257112 7980667 195024748 19502474 2145272 5835395 7980667 136670799 13667079 1503379 6477288 7980667 718979110 7189791 790876 7189791 7980667 0
CASH FLOW STATEMENT
PARTICULARS 1 2 3 4 5CASH FLOW FROM OPERATING ACTIVITIES
NET PROFIT AFTER TAXATION (PAT) -53010 517429 1120505 1746853 2374751
INTEREST 6267100 5957927 5614744 5233812 4810977
TAX PROVISION 0 207678 501065 781154 1061934
DEPRECIATION 2221450 1902637 1631403 1400276 1203046
PRELIMINARY EXPENSES 721909 721909 721909 721909 721909
CHANGES IN WORKING CAPITAL 0 0 0 0 0
TAX PAID 0 -207678 -501065 -781154 -1061936
NET CASH FLOW FROM OPERATING ACTIVITIES 9157449 9099902 9088561 9102850 9110681CASH FLOW FROM INVESTMENT ACTIVITIES
PURCHASE OF ASSETS -61036000 0 0 0 0
PRILIMINARY EXPENSES -3609545 0 0 0 0NET CASH FLOW FROM INVESTMENT ACTIVITIES
-64645545 0 0 0 0
CASH FLOW FROM FINANCIAL ACTIVITIES
CAPITAL 18285000 o o o o
TERM LOAN TAKEN 47000000 o o o o
REPAYMENT OF TERM LOAN -2810667 -3119840 -3463023 -3843955 -4266790
INTEREST ON LOAN -5170000 -4860827 -4517644 -4136712 -3713875
INTEREST ON CAP -1097100 -1097100 -1097100 -1097100 -1097100NET CASH FLOW FROM FINANCIAL ACTIVITIES 56207233 -9077767 -9077767
-9077767 -9077765
TOTAL 719137 22135 10794 25083 32916
OPENING BALANCE 0 719137 741272 752066 777149
CLOSING BALANCE 719137 741272 752066 777149 810065
RATIO ANALYSIS
PARTICULARS 2010-112011-
122012-
132013-
142014-
15
PROFITABILITY RATIO
NET PROFIT RATIO(%)
(NET PROFIT/SALES)100 -0.38 3.63 7.52 11.22 14.6
OPERATING RATIO(%)
(PBIT/SALES)*100 45.05 46.85 48.59 49.87 50.74
CASH PROFIT RATIO(%)
[(PAT+DEPRICIATION)/SALES]*100 15.72 16.97 18.48 20.22 22.01
RETURN ON INVESTMENT(%)
(PBIT*100)/(TOTAL ASSETS-MISC.EXPENSES) 10.44 11.59 12.91 14.2 15.41
EFFICIENCY RATIO
FIXED ASSETS TURNOVER RATIO
SALES/FIXED ASSETS 0.23 0.25 0.27 0.28 0.31
TOTAL ASSET TURNOVER RATIO
(SALES)/(TOTAL ASSETS-MISC.EXP.) 23.17 24.74 26.58 28.47 30.39
SOLVANCY RATIO
PROPRIETOR'S RATIO(%)
PROPRIETOR'S FUND/TOTAL ASSET-MISC.EXP 30.62 32.52 35.46 39.55 44.86
COVERAGE RATIO
INTEREST COVERAGE RATIO
PBIT/INTEREST ON DEBT 1.2 1.38 1.6 1.87 2.22
DEBT SERVICE COVERAGE RATIO (PAT+DEPRECIATION+INTEREST+PRELIMINARY
EXP)/(INSTALLMENT+INTEREST)
1.15 1.1402 1.1388 1.1406 1.1416
TREND OF RATIOS
Interpretation:
The firm has made loss in the first year itself and then continuously made profit for four year. It shows the firms capability to increases revenue from its business.
Interpretation:
Operating profit of the firm is continously increasing over the five years, but it dose not increase with more margins because of increses in revenues expenses in that years. But it does not decrease that also shows continously increament in revenue.
Interpretation:
Cash profit of the firm is continously increasing in five years and it will help the firm to repay its loans and liabilites.
Cash profit increment also indicate that the firm has more source to earn cash revenue.
Interpretation:
The return of investment indicates that the earning capacity of the firm through the amount invested as the revenue generation increases year by year and the percentage of return on investment increses from year to year as 1st year return on invrstment is 10.44% and 2nd year it is 11.59%, that indicate increment of 1.15% and like wise in second years it incerase 1.32%, in 3rd year in shows increment of 1.29% and in 4th year it increases by 1.21%.
Interpretation:
As the revenue is increasing year by year and the depreciation is written off the value of fixed assets reduces and thus there is an increase in the fixed asset turnover ratio. That is shift is seen by 0.02% every year except in 4th year it increase 0.01%, while in 5th
year it increases by 0.03%.
Interpretation:
The total asset turnover ratio of the firm continously increses in 5 years. It shows that firm has optimum uses of its assets to generate its revenue.
Interpretation:
Proprietor ratio indicate that the share of owners in the firm aganist the other liabilites. The Proprietor ratio of the firm is continously increasing in five years and in the 5th year its is nearly 45% and its equal to half of the balance sheet total and its gives encourage the firm to take more risk.
Interpretation:
The interest coverage ratio indicates capacity of firm to pay interest on debt out of its profit. The above chart shows that there is continuous increase in this ratio through out 5 years because of increase in revenue. It is maximum 2.22% in the 5th
year.
Interpreation:
This ratio indicates the capacity of the firm to pay debts along with interest. The above chart shows that there is decrease in the ratio.
BREAK EVEN ANALYSIS
PARTICULARS
2010-11 2011-12 2012-13 2013-14 2014-15
TOTAL INCOME
1,37,92,249 1,42,64,468 1,48,93,790 1,55,62,643 1,62,55,106
LESS: - VARIABLE
COST
ELECTRICITY 16,12,800 17,49,888 18,98,628 20,60,012 22,35,113
REPAIRS & MAINTANENCE 1,00,000 1,05,000 1,10,250 1,15,763 1,21,551
TOTAL VARIABLE
COST17,12,800 18,54,888 20,08,878 21,75,774 23,56,664
CONTRIBUTION 1,20,79,449 1,24,09,580 1,28,84,912 1,33,86,869 1,38,98,442
FIXED COST
WAGES AND SALARIES 22,32,000 23,99,400 25,79,355 27,72,807 29,80,767
CONSUMABLE STORE & SPARES
50,000 52,500 55,000 57,500 60,000
DEPRECIATION ON
ASSESTS22,21,450 19,02,637 16,31,403 14,00,276 12,03,046
RENT , RATE , TAXES &
INSURANCE1,75,000 1,78,500 1,82,070 1,85,711 1,89,426
ADVERTISEMENT 3,29,000 3,29,000 3,29,000 3,29,000 3,29,000
AUDIT FEES 16,000 16,000 16,000 16,000 16,000
UTILITY CHARGES 1,20,000 1,26,600 1,33,860 1,41,846 1,50,630
PRELIMINARY EXP 7,21,909 7,21,909 7,21,909 7,21,909 7,21,909
INTEREST - T.L. 51,70,000 48,60,827 45,17,644 41,36,712 37,13,877
INTEREST - PARTNERS'
CAPITAL10,97,100 10,97,100 10,97,100 10,97,100 10,97,100
TOTAL FIXED COST 1,21,32,459 1,16,84,473 1,12,63,341 1,08,58,861 1,04,61,755
PROFIT (53,010) 7,25,107 16,21,571 25,28,008 34,36,688
P/V RATIO 87.5814307 86.99644459 86.51197257 86.01924878 85.50201065
BEP 1,38,52,775.53
1,34,30,977.62
1,30,19,401.44
1,26,23,757.10
1,22,35,682.73
CAPITAL BUDGETING
YEAR PATDEPRECIA
TIONPRE. EXP. CFAT
DISCOUNTING
P V OF CASH FLOW
DISCOUNTING
P V OF CASH FLOW
CUM CFAT
FACTOR 12%
FACTOR 2%
2010-11
(53,010
)
22,21,450 7,21,909
28,90,349
0.892
25,78,192 0.98
2832542
28,90,349
2011-12
5,17,42
9 1902637 7,21,909
31,41,975
0.797 2504154 0.961
3019437
60,32,324
2012-13
1120505
16,31,403
7,21,909
34,73,817
0.711 2469883 0.942
3272335
95,06,141
2013-14
1746853
14,00,276
7,21,909
38,69,038
0.635 2456839 0.924
3574991
1,33,75,179
2014-15
2374751
12,03,046
7,21,909
42,99,706
0.567 2437933 0.906
3895533
1,76,74,885
TOTAL
57,06,528
1,76,74,
885
1,24,47,
002 16594
840
NET PRESENT VALUE
TOTAL DISCOUNTED CASH INFLOW 12447002.01LESS
TOTAL CASH OUTFLOW 18285000
NPV -5837997.99
PAY BACK PERIOD
In our project Pay Back Period is beyond 5 years. As at the end of
the 5 years net cumulative Cash flow is Rs. 17674885 and our initial
investment is of Rs. 18285000.
PROFITABILITY INDEX
TOTAL CASH INFLOW 12447002.01DIVIDE
TOTAL CASH OUTFLOW 18285000
P.I 0.680722013
AVERAGE RATE OF RETURN
AVERAGE PROFIT 11,41,305.67 DIVIDE
AVERAGE INVESTMENT 9142500
ARR 12%
INTERNAL RATE OF RETURN
In case of IRR we require two NPV i.e. one negative and one positive
at two different discounting factor. Hence in our project we have
taken in to consideration two discounting factor i.e. 2 and 12%
discount level but as we can see that at 2% discount level also NPV
SWOT Analysis
SWOT stands for strengths, weakness, opportunity and threats.
A SWOT analysis is used to determine whether the amusement park stands both internally and externally and
in relation to its competitor’s strength and weaknesses are the internal characteristics the amusement park can improve upon, while opportunities market as a whole and must be considered in decision making process.
Strengths
• A major strength for excite amusement park is its location at Sanand, there is residential as well as commercial and no other such kind of park exists in nearby area.
• Excite amusement park offers various facilities like a restaurant and banquette hall.
• The rides with latest technology are another advantage.
Weakness
• One disadvantage of excite amusement park is that it doesn’t have water park or aqua rides.
• Another disadvantage is huge capital invested in the project at initial level.
• The project needs lots of advertisement and therefore there is a need of huge advertisement budget.
Opportunities
• The project has opportunity to establish itself as a picnic spot and a place to enjoy family holidays.
• There are very few players in this area so excite holds a potential market in amusement park business.
Threats
• The existing players in similar business like SHANKUS Water Park and SWAPNA SHRUSHTI water parks may start a venture like excite because of attractive market.
• One important threat to excite is that it will attract only local population and will fail to generate heavy traffic because of lack of very big rides.
CONCLUSION
By conducting an extensive research on all the aspects of
establishing an Amusement Park we conclude that the
project is feasible but beyond the term period of 5
years.
In the end we can say that we have gained a deep insight
of the Amusement Park industry. And we would like to
thank each and every person who has helped us in making
this project successfully and for giving us the practical
insight.
We are also thank full to the all the faculties who guided
us at every junction in this journey.
Feasibility study revealed a deep hiatus between
theoretical and practical aspects of management but
there are visible interlink ages.
BIBLIOGRAPHY
Reference books: -
• Philip Kotler
• Organizational Behaviour- Stiffen Robbins and
Seema Sanghi
• Service Marketing- Christopher and love lock
Search Engines: -
www.google.com
www.wikipedia.com
www.yahoo.com
Websites: -
www.quickmba.com
www.akenterpriseindia.com
www.arihant .com
ANNEXURE
QUESTIONNAIRE FOR THE FEASIBILITY OF AMUSEMENT PARK
1. Area
2. Gender:
□Male □Female
3. Occupation:
□Student
□Personal business
□Service
□Housewife
□Govt.officers
□Others
4. Monthly Family Income:
□rs.20000 – rs.30000 □Rs.30000 – Rs.40000
□Rs.40000 – Rs.50000 □Above Rs.50000
5. Age-Group:
□Below 20 □20-25 □25-35
□35-50 □Above 50
6. Have you ever visited to any Amusement park ?
□ If yes, then go to Section-A
□ If no, then go to Section-B
SECTION – A
7. Which type of Amusement park would you prefer?
□ Local □ Out of station
8. What is the frequency of visiting the Amusement park?
□Daily □Weekly □Fortnightly
□Monthly □Not frequently
9. With whom would you like to go to amusement park?
□ Alone □ Family □ Friends
10. What type of Service do you mostly use in the Park ?
□ Rides □ Health facility □ Dance floor
□ Restaurant □ Horse Riding
11. From which source do you know about the amusement park?
□ T.V. □ Newspapers □ Hoardings
□ Radio □ From friends □ From family
12. In which time slot, do you visit amusement park ?
□ Morning □ Noon □ Evening
13. Which type of extra facilities do you prefer that you have seen in any other Amusement park ?
14. Reason for not visiting Amusement Park ?
□Jogging □Fun
□Entertainment □Leisure time
15.What is the level of satisfaction by visiting any amusement park ?
□ Highly satisfied □ Satisfied □ Neutral
□ Low dissatisfaction □ Dissatisfaction
16.Kindly rate the following on importance scale.
Facilities Extreme
Very importa
Somewhat
Not very
Not at all
important
nt important
important
important
Ambience
Cleanliness
Well trained staff
location
Dance Floor
Health facility
Horse riding
SECTION –B
1. Reason for not visiting any amusement park ?
□ Lack of time
□ Far away distance
□ Not aware of
□ Seems to be boring
□ Any other than specify-----------------------
2. Any suggestion:
THANKING YOU