Dedications (2)

8/13/2019 Dedications (2)

http://slidepdf.com/reader/full/dedications-2 1/54

1

“To provide delicious, wholesome baked foods without sacrificing health and well-

being.”

“We are a bakery company with one goal in mind to meet the needs of our customers

we focus on our customers as our clients.”

We value our employees.

We serve the customer. We seek out innovation and adapt to change.

We practice teamwork.

We sell and produce quality.

We are a leader not a follower.



2

The word gourmet is from the French term, defined as "refined and uncontrolled

love of good food". Gourmet is an industry classification for high-quality premium

foods in the United States. Gourmet may describe a class of restaurant, cuisine, mealor ingredient of high quality, of special presentation, or high sophistication. Gourmet

food is characterized by high quality, accurate preparation, and artistic presentation.

This name “gourmet” was suggested by his daughter who is living in America.

“Gourmet Bakers and Sweets” is the largest food retail chain of Lahore. It is based in

Lahore, the second largest city of Pakistan known for its traditional foods and

passion for eating. It was started with a single outlet in Ichra in 1987 by

Mr.Muhammad Nawaz Chathha , in the begging they did not get good response

which resulted in shut down. He again started in 1992 at different place at Muslim

town, and Gourmet did not look back since then. Now with its 5 production units,2

restaurants and 88 sales outlets, gourmet outreaches to a huge population for theirfood needs. Mr. Chathha the founder of Gourmet stared his business with 20million

rupees. He is holding the position of Managing Director of the company.He was

serving in Shezan Bakers as a General Manager and later on he decided to make his

own bakery. He started his business through getting employees from Shehzan bakers

in the beginning. Gourmet produces a wide variety of bakery items, sweets and dairy

products and offers high quality services in their restaurants. Gourmet has

introduced many new items in bakery products categories which were previously not

in the market of Lahore. Gourmet stresses hard on quality and taste of their productsand making them affordable for their customers at the best prices in the market



3

GOURMET BAKERS & SWEETS (PVT) LTD

RegisteredOffice Address: 9/D, FAISAL TOWN LAHORE

AUTHORISEDCAPITAL:

20000000

PAID UPCAPITAL:

50000

CEO NAME: CH. MUHAMMAD NAWAZ CHATHACEO ADDRESS: 9/D, FAISAL TOWN LAHOREINCORPORATE

DATE: 9/1/1996

AUTHORISEDCAPITALSHARES:

200000

PAID UPCAPITALSHARES:

500

AUTHORISEDPER VALUE:

100

PAID UP PER VALUE:

100

Objectives are the guidelines which direct toward the chosen destiny. The

objectives of the Gourmet are marketing objectives which are as under.

To build profitable customer relationship by delivering superior value.

To provide such products those can increase targeted market



4

To become a leader in the bakery and confectionary industry

To provide the quality products to the target market

Policies:

To make Gourmet an essential part of daily diet for our valuable customers. Customer satisfaction is one of their assets.

Maintain and further improve the customer satisfaction level

GOURMET proved to be recognized as a good corporate. We have introduced manyproducts and developed ourselves as a “Trusted Brand” in food industry. We believethat trust is earned over a long period of time by consistently delivering quality food.

Product Manufacturing

We aim to make your life more pleasurable through our scientific processes,nutritious methods and latest machinery in our factories andlaboratories.GOURMET owns two big factories in the area of “cot lukh pat.” whereon automatic plants Mithai are made. The milk products are processed under thescientific methods and supplied fresh from our huge factory at Sundar. GOURMETbeverage plant at Sunder, is counted among World’s latest plants beverages.

Restaurants

GOURMET has also introduced their own Restaurants for traditional food lovers inLahore, and is gradually moving towards other cities as well.



5

Catering

GOURMET is also providing catering for all occasion for your convenience to give

grace to your celebrations. We are proud of providing taste with healthy, innovated

and best quality food that tempts your appetite at all times..

Products

GOURMET products are now on long lists. We are quite confident that no. of

products we have introduced in Pakistan are matchless. Our R&D department keepsits-selves up dated with new recipes, new products for the ever changing customerneeds.

Product Lines of Gourmet:

Some of the major product lines are:

GOURMET first started its bakery where only products ofbreakfast were provided in the beginning. But GOURMET is

presenting now more than four hundred varieties in bakeryproducts. It includes Bread, Buns, Rusk’s, Cookies, Biscuits,Cakes, Pastries, Patties, Pizzas, Nimko, Vegetables rolls,

Chicken rolls, Hot dogs, Sandwiches.



6

Nimko

It consists of a variable mixture of spicy dried ingredients, which may include friedlentils, peanuts, chickpea flour noodles, corn, vegetable, chickpeas, flaked rice, fried

onion and curry leaves. This is all flavored with salt and a blend of spices that may

include coriander and mustard seed. The traditional Pakistan food can be eaten as

part of a meal; as a standalone snack, though, it is usually consumed with the hands

some people may prefer to use a spoon.

Chicken Samosa

GOURMET products are now on long lists. We are quite confident that no. ofproducts we have introduced in Pakistan are matchless Great in taste,There are a lot

of mighty fine Samosas establishments in Gourmet

Burger & Sandwich

GOURMET is presenting now more than four hundred varieties in bakery products.A

vast variety of Burgers and Sandwiches such as tikka, vegi etc.

Roll & Shami

Keeping our uniqueness in flavors and habit of innovation, we introduce differentÂ

Roll & Shami with the quality you really love!

Bread

GOURMET has introduced plain milky as well as multi grained and high fiber breads in different

flavours and textured looks. Which promotes healthy digestion, weight loss and also stabilizes

cholesterol and sugar level in blood.

Jams

GOURMET jams are made from farm fresh fruits and imported ingredients. Our foodexperts test them, under the Quality Control Laboratories. That is why GOURMEThas been certified by Pakistan’s Best Jam Producers.



7

Candies and Toffees

Keeping the health of kids in our mind, which is our priority. We are using qualityingredients in candies and toffees that include vitamins, glucose and calcium.

Ketchup

GOURMET has launched its exciting ketchup, made of fresh tomatoes with nochemicals and artificial color added. It has unique flavor due to the added

ingredients of Mace, Cinnamon and clove. (Jaloteri, Darchini and Long.)



8

Sweets:

After the success of bakery products in 1990 gourmet decided to fill Sweetness in your Life. GOURMET produced Mitha is with fresh and pure ingredients. GOURMEThas its own huge plant for making fresh khoya for all varieties of mithai. That is whyGOURMET’s unique and innovated tastes in Mitha are always appreciated. It has ahuge product length in sweets like Gulab Jaaman, Barfi, Laddoo, Cham Cham,Halwas, Rassgula, Patisa, Jalaibee, Amarti, Ras malai and others.

Dairy Products

Milk is a complete nutrition for all ages keeping this nutrition for 4-5 days withoutusing any chemical is a new idea, which GOURMET has introduced. GOURMET hasintroduced Pasteurized Milk that is processed under high temperature system to killthe germs and to keep its nutrition. GOURMET milk is supplied under Expiry



9

Dates.Lahore as big as it is city catering fresh milk and other dairy products was ahuge challenge, collecting fresh milk from 7 zones of Punjab was a big job.Gourmetmade it possible to collect fresh milk everyday perfectly, with the help of big chillers. It includes milk and ice cream products.

Powder Milk

GOURMET is also providing Ulteamate tea whitener, Skimy Milk for dieters, Milky Way is full of cream and is energy milk.



10

ICE CREAM

GOURMET Ice Cream ‘A summer’s sweet gift’ for its customers is available in 12delicious flavors. Instead of artificial flavours GOURMET use real pulp of fruits for its

unique taste and freeze on international level of -28 degree

Banana Ice Cream

Chocolate Chip Ice Cream

Coconut Ice Cream

Kulfa Ice Cream

Mango Ice Cream

Pistachio Ice Cream

Strawberry Ice Cream

Tutti-Fruti Ice Cream

Beverages

GOURMET took the challenge of making Pakistan’s biggest in-house Beverages

Industry and built under the supervision of International Team.The thirst-quenching

drinks of GOURMET are available in Cola, Malta, Lemon up, Apple and Ice-cream



11

Soda, in six different sizes from 300ml to 2.25 liter It includes Gourmet Cola, Gourmet ice-

cream soda, Apple Sidra and Gourmet Lemonade etc.

Cakes, (Death By Chocolate, Kit Kat Chocolate, Malt Chocolate, Swiss

Hazelnut, Peach & Orange, Strawberry Cheese, Blueberry Cheese and more.

Pastries, Strawberry Delight, Blueberry Delight, Kit Kat Chocolate, Mississippi

Mud and more.

Muffins, Blueberry Muffin, Strawberry Muffin and more

Cookies, Chocolate Chips Cookies, Oats & Raisin Cookies and more

Pies, Apple Pie, Walnut Pie, Mississippi Mud Pie and more

Brownies, Walnut Fudge Brownie, Triple Chocolate Brownie and more

Snack & Breakfast Items etc.

Filtered Water

It also offers gourmet water.

Bon Vivant

Gourmet Foods launched Bon Vivant (Bo Vi-van). This is a premium quality productrange.Initially variety includes Cakes (Death By Chocolate, Kit Kat Chocolate, Malt

Chocolate, Swiss Hazelnut, Peach & Orange, Strawberry Cheese, Blueberry Cheeseand more.Pastries Strawberry Delight, Blueberry Delight, Kit Ka Chocolate,Mississippi Mud and more.Muffins Blueberry Muffin, Strawberry Muffin andmoreCookies Chocolate Cookies Rai Cookies



12

In continuance of our business tradition of providing quality foods and unmatchable

service for the health and happiness of whole family, Gourmet has set up a Family

Restaurant chain.Gourmet Family Restaurant, right in the middle of the city is ourfirst endeavor in this line. The ever-swarming situation around the clock is an

indication of unwavering trust of consumers in Gourmet.



13

Sumptuous Food!Extraordinary Service!

Courteous And Prompt!

Reasonable Rates!

You And Your Guests Can Enjoy The Finest In Food, Elegance And

Service!

Relax while your guests delight themselves as they are catered to cordially and

courteously. Smile as you see the business of entertaining become charming, elegantand hassle free before you. Enjoy watching your guests as they are not only well fed,

but well served and satisfied too. Your party, event or function will be a hit and you

will be remembered as the ever-so-gracious host or hostess! Isn't that what you want

in a catering service?

Whether it's a corporate, VIP, formal, a gala event, a small or large office party, a laid

back private gathering, a wedding or funeral reception or even a romantic evening at

home, you can enjoy the absolute best in catering services anywhere in Lahore. Whatever the event it will be catered appropriately and to your personal requests!

Even if you just want food catering that is our pleasure too. Catering Services Lahore

is your one stop destination for all that spells fine dining and hospitality. You will

enjoy the highest level in "at your service catering"!

You're probably thinking though, "Well, How do I know if these guys will really

deliver the goods, I mean, after all, everyone SAYS they're the best."

Your Wish Is Our Command!

Catering Services Washington, DC, on understanding the full scope of your

requirements, will bend over backwards to make it happen just as you want. From

appetizers to soups, salads and entree, vegetarian delights, main course servings both



14

vegetarian and non-vegetarian, side dishes and desserts galore your wish is our

command.

We also serve cocktails, mock tails and any non-alcoholic beverages of your choice.

Take the time to check on our special selections for weddings and funerals, VIPmenus, party packages and low cost parties, etc...

Planning And Preparation That Leave A Mark

Whether you are planning a wedding reception, a shower, a friend’s party, a or any

special day or event, just about anything that requires hospitality and good

management, Catering Services Washington DC will be there for you. Whether it's

full catering services other exclusively food catering we offer you the choice.

You can take advantage of our catering service experience for all of your planning,

preparation, implementation and right on through cleanup.

Select the perfect menu.

Select the perfect menu,fine china, glassware, silverware, table linen, chafing dishes,

cutleryand even a prized selection of cookware. Arrange for the exact look, feel and

managing of your event that you want.Even tables and chairs can be provided as

needed.

wide range of budgets and payment plans

Choose from a wide range of budgets and payment plans are available if you need

them.

When you are looking for that unique gift a well catered event might just be that

perfect present you've had trouble finding.

Punctuality And Courtesy Is Our "Claim to Fame"!

As unbelievable as it may sound many catering companies, shall we say, leave much

to be desired when it comes to quality food, elegance, courteous service and

especially just showing up on time!



15

Admittedly it it is a challenge to be able to get to a site and have everything setup

and elegantly and exquisitely prepared, many times, within a small time frame but

you will findwe have mastered this art. We pride ourselves in making your event go

off without a hitch. This is given priority throughout every stage of planning and

preparation.

Catering Services Encompassing The Full Scope Of...

Meticulous Planning

Guidance With Menu Selection

Gourmet Meal Customization

Shopping

Food Preparation

Last Minute Adjustments

Elegant Decorations

Waiters Well Versed In Manners And Etiquette

After Dinner Cleanup

Payment Plans

Wedding Caterer

Barbeque, Buffet And Picnic Caterers

"Have Lunch Or Dinner With Us!"

Call Catering Services now or just fill out the contact form above and schedule a time

for us to deliver your free lunch or dinner. Yes, dine with us and we'll review together

what you need to get you started on the road to putting on the event or throwing the

party of your dreams!





17

Are you concerned that your favorite Star Plus dramas have been cancelled?

Then we will have a monthly coverage to those soap-operas just for you! Do

you want to read about the lives of famous women? We will have a regular

interview column for this very reason.

Would you like to know which places in the country can be excellent picnic

spots? Then we will tell you all you need to know so that you and your family

can have a nice day at the resort!

Are you interested in remaining a housewife but also wanted to earn some

extra money while working from home? We will have a home-jobs section with

advertisements that put you in touch with potential offers such as data entry, website designing, designer clothing, and so on.

In short, Gourmet Khawateen will become an indispensable part of your life,

because it is especially composed for you—khawateen, who matter the most!

So people, what are you waiting for? Subscribe to Gourmet Khawateen and

begin the fun View Our Exciting Teriff!

Food & Nutrition

Cooking

True Stories of common women

Fiction

Crime

Woman’s World

SportsTv, Film and Social gossip news

Health

Kids



18



19

The company has shown an explosive annual growth of more than 25% till 2006in itsbusiness since this unique business was started in 1992. Recently gourmet shows 65%

of annual growth in its business from 2006 to 2009. With his commitment and

strenuous effort to provide the consumers with best quality food products in a

convenient and unmatched displaying manner, Gourmet has become a success story

of business growth in Pakistan. At the moment Gourmet has more than 4500

employees working in the organization.

Corporate, Business, and Functional Strategy

Level of Strategy Definition Example

Corporate strategy Market definition Diversification into new

product or geographic

markets

Business strategy Market navigation Attempts to secure

competitive advantage in

existing product or

geographic markets

Functional strategy Support of corporate

strategy and business

strategy

Information systems,

human resource practices,

and production processes



20

Shezan

Niralla

Butt SweetsDoce

Goals and targets have to be monitored and met, competitor strategies analyzed,

anticipated and exceeded. Through effective use of market and marketing research

an organization should be able to identify the needs and wants of the customer and

try to delivers benefits that will enhance or add to the customers’ lifestyle.

Gourmet bakers adopted customer’s oriented marketing strategies to attractcustomers as much as it can. Gourmet bakers follow differentiation strategy such as

strategy emphasizes the product that is unique in the industry provides distinct

advantages to the bakers.

that facilitate achievement

of corporate and business

strategy





22

Competitors

If you look at Gourmet Foods, it is a clear market leader but still Gourmet has

competitors. Nirala and Shezan bakers are the competitors of Gourmet as these arethe only few stores who are catering the same market as gourmet is going. They also

have well established brand name and image. They are fully equipped with latest

technology and manufacturing plants, but these competitors are only targeting small

segments of the market. They are not upgrading themselves that is why in the race of

capturing market they are staying behind the market leader “Gourmet”.

Suppliers

Local dairy Farms.

Whole sellers.

Market intermediaries.

Customers

Customers of Gourmet are End user of the product mostly. They buy to

consume the final products and services.



23

Customer driven marketing strategy:

Market Segmentation:

Consumers can be grouped and served in various ways based on following

segmentation variables:

Geographic Segmentation:

Gourmet is currently in function in only one city “Lahore”. It divides Lahore in

several divisions according to its customers or potential customer’s availability.



24

Demographic Segmentation:

It caters all kind of different segments in demographic segmentation within Lahore.

Psychographic Segmentation:

Gourmet caters every social class, especially middle class.

Behavioral Segmentation:

Gourmet tries to cater different occasion in Lahore like Eid, Ramadan, Christmas,

Valentine’s Day and Independence Day. It also believes in providing benefits to

customers, their main target is to capture maximum market share by providing easy

access to its customers in every area.

Situational Analysis

It’s been many years since Gourmet Bakers is doing its business in Lahore and hasgained the confidence of the Customers and now it has decided to launch a newproduct in Lahore. Winters have come in Pakistan and it’s usually cold as the winter season starts thedemand for the dry fruits also increases and so does the chocolate. The reason for theincrease for the chocolate is that it melts in the summer season in the normaltemperature.

According to a survey the consumption of the dry fruits in the winter increases bymore than 35% so Gourmet has decided to launch a chocolate which has a beautifulcombination of dry fruits in it and coated with the chocolate. Chocolate is beingconsidered as the most delicious in Pakistan. It is also given as a gift to othersespecially on the Valentine’s Day.



25

Market Summary

Talking about the market summary the company should be well aware of itsresources and the segments it would serve. Also divide the market into groups, based

on demographic variables such as age, family size, income, occupation andeducation. So we will discuss target market and market demographics

The target market of gourmet bakers consists of each and every type of class i.e.one by one gourmet bakers has covered every area of the Lahore not only Upperclass as well as middle and upper class.The prices of Gourmet products are lower as compared to their main competitors

and secondly their outlets are located in every areas of Lahore. Keeping these factorsin view we can say that there target market is lower middle and upper class as well.

Evaluating market segments

Our segment size would be from age 5 – 60. The reason to target this age is becausechocolate is eaten and liked by every one of us from child to the person of matureage.

Differentiated marketing

We would go for different offers for each age group. As we will split our segment intothree different groups. That is from age 5 – 10, 11 – 20, and 21 – 60. We will offer amilk chocolate coated with nuts for children’s and it would be packed in anattractive wrapper for children’s



26

Gourmet does the differentiated target segmentation. Gourmet does not impose an

income barrier to its client and caters all kind of people with different incomes. Itsmain aim is to target all segments of customers with in Lahore hence covering a huge

audience for its Target market. It caters from upper class to lower class.

Gourmet differentiates the market offering to create a superior customer value.

Gourmet position itself as a medium store, as its quality is good and prices are less as

compared to the market. That’s why the Customers of Gourmet are increasing day by

day. It believes in getting negligible profits margin and getting bulk of sales as the

already have a huge customer equity. It also position it self in market by increasing

its presence by having around 95 functioning branches (the largest for any bakery inPakistan). It also differentiates it products by providing ultimate services on its

outlets like cleanliness, user friendly customer assistants and healthy and hygienic

environment.



27

POSITIONING AND BRANDING

Gourmet carries its image in a positive manner. In consumer’s perception Gourmet is

producing hygienic products with high quality. Its packaging is perfectly accordingto the occasions. For the best quality and impressive representation of the events

people prefer gourmet.

Brand Positioning:

Gourmet Position their product in the mind of the consumers by offering

Superior in Price and TasteQualityFreshnessSuperior Quality Brand Name

Brand Image/Personality:

Superior in Price and Taste

Status Conscious (consumer’s perception) Strong CommitmentNo Compromise on Taste & Quality

Positioning:

Product Analysis:

The main product because of which Gourmet was able to make a name for it and has

been continuing to go on and on is mithai and they are famous for it but their bakery

products and beverages also give value to their customers. The product includes:



28

Product Attributes/Features:

The products being sold at Gourmet carry the following attributes which are:

Quality:

Gourmet has been very careful and has been following a very strong standard for

maintaining its quality so that customer is not complaining about its products. Since

they are dealing in food products where quality plays a very vital role so they believe

in quality good and healthy product to the customer.

Purity :

It’s another attribute which has been taken care of. In products such as mithai where

people like that they get pure things specially in milk and better where there are

chances that the customers don’t get pure products. Gourmet has made sure that

they use pure materials in making of the product so that when the customer gets it

they don’t feel that it’s not pure.

Freshness:

Food products all over the world are loved for their freshness and if we talk about

products which Gourmet is selling they should be fresh otherwise customer won’t

purchase it. Gourmet promises to give fresh products to their customers by giving

them those products which they feel are good and healthy to eat and if any product

they feel is not fresh enough they won’t give it to the customer.



29

Good Taste:

Taste is because of which a customer would love to purchase a product again if he

likes the taste of your product. For so many years, Gourmet has been way ahead inthe market and leading it on the basis of its taste and it promises to give good taste

to their customer so that they enjoy it.

Benefits:

Same taste:

This is one of the biggest benefits of coming to Gourmet that the consumer will get

the same taste whenever he purchases products from Gourmet it’s not that at one

time the products will taste different and other time they would be different.

Uniqueness:

One of the strong aspects of Gourmet is that its sweet (mithai) has a unique and at

the same time very nice taste which no other player in the market is providing.

Large Variety :

The customers can benefit from a large range and variety which Gourmet isproviding them not only in its major products which is sweet (mithai) but lot of

other products such as dairy products etc.



30

Cleanliness:

At each and every outlet of Gourmet, special emphasis is laid on cleanliness so that

consumer feels that he is standing at a nice place and doesn’t get irritated.

Owner Point of View

Social Class:

From Gourmet point of view they are benefiting from segment they are targeting

which is the upper middle and upper class as they enjoy a large amount of profit by

charging handsome amount and are enjoying huge amount of financial reward.

Brand Name and branding

Gourmet is one of the strongest brand name and market leaders in its field which

enables them to get more benefit out of it. Since they are one of the biggest as well as

the oldest in this field they have established a name in the market and consumers are

automatically attracted towards Gourmet.



31

Product:

Products of Gourmet show attributes like quality, features, style and design. Its

quality is always good and innovative having differentiated features. Gourmet

designs begins with the deep understanding of customer needs when Gourmet

develops its new product it is always based on customer perception and needs. It

more focuses on benefits for customers not profits.

Price:

Gourmet earns low and negligible profit that’s why its prices are always less than

market. It keeps low prices according to market penetration pricing strategy in order

to attract a large number of buyers and a large market share. Gourmet uses value

based pricing when setting prices which is based on the perception of value rather

than on the sellers cost.

Place:Being accessible to customers increases the value for customers. Gourmet is a market

leader as “Gourmet Foods”. Its growing size of all branches has become more easily

accessible and convenient to customers. It has around 95 branches in Lahore.

Promotion:

Gourmet does its promotion only in its stores. Whenever it introduces its new

branch it gives 25% discount which is for promotion and other promotion mix toolsused as sales promotion which is short term incentive to encourage the purchase of a

product. Its public relations as they are very kind and helpful to their employees.

Recently it has started promoting its products on local TV channel “City 42”.



32

SWOT is an abbreviation ofStrengths WeaknessOpportunities and Threats.SWOT analysis is aorganized and proper

method much used in general management as well as marketing circumstances.SWOT analysis consists of exploratory the present activities of the company to

evaluate its Strengths and find out its Weakness and then using this and externalresearch data to put out the Opportunities and Threats that exist in the market.

StrengthsQuality and brand name of our product will be our strengths.Strong demand for confectionery the market has grown consistently every

year for the last four years. So it will bring bloom to the confectionerymarket.Price kept that it should be in the range of every one ‘s purchase

Gourmet sets of benefits is its strength which is notorious and deliciousWeakness

Other competitors have greater international experienceSingle manufacturing unit at one place

Opportunities

Many cities to capture

One of the most important opportunities is that Gourmet can increase their targetmarket by capturing other cities which consist of the potential customersHuge investments on advertisementsIntensive Distribution





34

Gourmet focuses on two types of marketing controls operational and Strategic. In

operational controls it checks that all the operations are in line with the current

marketing strategies. Where as strategic controls focuses on long run and check the

long run performance of the company. It also have an internal audit department

which keeps a strict checks not only on its financial performance but also on its

procedures and controls which effect in every day performance.

Customer Relationship Management

The Product/Market Expansion Grid:

Marketing Channels and Supply Chain Management:

The gourmet sell there goods directly to the final user. Gourmet channel decisions

directly effect other marketing decisions. Due to using on marketing channels it



35

reduces the cost. Gourmet sales force and communication decisions depend upon

how much persuasion, training, motivation and support its channel partner needs.

Monopolistic Competition:

Gourmet faces Monopolistic Competition in the market. There are many buyers and

sellers who trade over a range of prices rather than single market price. Every Seller

tries to differentiate its product to gain competitive advantage and to justify its price

difference.

Budgeting:

Budgeting plays an important role in any plan. If a plan is not financially feasible

there is no benefit to be gained from all other procedures.

In Budgeting process Gourmet spends 40% of its target budget on the refurbishing of

the bakery. 55% of the budget is allocated in the manufacturing of its products. 5 %

of the budget is allocated to promotional activities. Gourmet focuses on an

affordable budgeting method.

Control:

Controls are very crucial for the success of any project. Gourmet implements high

quality controls through its total quality management department. Gourmet uses

team based approach for new projects by using these approach tighter controls will

be implemented and performance can be monitored on every step.



36

Portfolio Analysis (B.C.G. Matrix):

Star:

Gourmet bread and other bakery Products come under star as they have a high

relative market share and high growth rate. They are in maturity stage of its product

life cycle.

Cash Cow:

Gourmet Cola, Gourmet Water and Dairy Products are Cash cow products for

Gourmet as they have a low market Growth rate and a high relative market share.



37

Question Mark:

Gourmet new products like Dry Milk and the same for Tea as well come under

Question mark. Or any other new product that Gourmet offers or is planning to offer

will come in question mark category.

Dogs:

Gourmet Roll and Samosa Patti have a low market Growth rate and a low relative

market share therefore, these products come under Dogs and therefore Gourmet has

discontinued the production of these products

Culture and environment inside the Gourmet is very much attractive people serving

customers are always available for service. The person at desk always is in a happy

mood to treat the customers.

Well Organized Structure:

Gourmet has a well organized structure. All the departments perform their work

according to the organizational structure. More than 20% of Mithai production at

Gourmet sweets is carried out at automated plants.



38

Computerized Database System:

Gourmet has an organized database; all the activities are recorded in the database.

Computerized database provides error free center. It is updated on the regular basis.

Team Work:

All the departments are working as a team such as Quality assurance, Marketing,

MIS, HR and Administration etc. Working as a team increases the efficiency of the

Gourmet sweets.

Quality:

By applying the various strengths gourmet offers the product to the customer.

Gourmet never compromise on quality that is why they are able to capture a huge

market share. Sweet is prepared with immense care using traditional and authentic

recipes to give unforgettable taste.

Gourmet is the largest food retail chain of Pakistan. It is the number one brand in

the market due its quality products & valuable services. Our aim is to be the bestfood company by fostering open communication and teamwork between our

customers, our employees and Distributors. Gourmet Foods is well recognized

organization in Lahore & all over the Pakistan. Our business share are

Retail - Fruit Jams & Jellies - Beverages - Fruit Drinks - Dairies



39

Our consumer foods are found in 97 percent of Pakistan’s households, and 25 of

them are ranked first or second in their category. Preparing great food, being a

strong partner to our customers and thinking about all of the people who enjoy our

food and the difference it makes in their lives fuels our passion: making the food you

love

Gourmet Shops

Retail – Fruit Jams & Jellies – Beverages – Fruit Drinks – Dairies

Gourmet Foods is one of the fastest growing Pakistani baker and confectioner stores

in Pakistan, is leading manufacturer and marketer of baked and unbaked desserts,

breakfast pastries, beverages products, restaurant, dairies products, jams and jelly

and catering service in Pakistan.

Why Select Gourmet

GOURMET was founded in 1987 in Lahore and started its operations as a bakery and

confectioner shop. It has diversified into a versatile food company over 25 years.

GOURMET always focus on customer’s need and serve them with quality products.

For easy access of products GOURMET has made its shop’s network all over the city

of Lahore.

Our existing products are not only Bakery and Mithai ,now we are now

manufacturing dairy products, beverages, traditional halwas, candy, toffee, jams, ice

cream, ketchup, nimko. We are fully committed to putting all our expertise andresources to work for the quality food lovers, under the meaning of the word

GOURMET – a fine food and drink lover….

Gourmet is the largest food retail chain of Pakistan. It is the number one brand in

the market due its quality products & valuable services. Our aim is to be the best



40

food company by fostering open communication and teamwork between our

customers and our employees. Gourmet Foods is well recognized organization in all

over the Pakistan.

Customer Satisfaction:

Gourmet needs to control its problem in order to maintain its customer’s motivation

because motivation process is that when someone wants something to be as need it

gives tension to him. To fulfill its need the move towards the gourmet if these

hurdles are removed he/she buys the product and achieve its desire which in result

of tension reduction it turns into customer satisfaction because to satisfy consumer

is the basic and essential element of any business.

It includes:

Market AttractivenessOrganizations strength



41

Gourmet Attractiveness is determined by factors such as:

Market Growth RateMarket Size

Demand Variability

Industry Profitability

Industry Rivalry

Global Opportunities

Macro Environmental Factors (PEST)

Gourmet Strength can be determined by following factors:

Market Share

Growth in market share

Brand Equity

Distribution Channel Access

Production Capacity

Profit margin relative to competitors

Technological or other innovation

Customer Loyalty



42

The whole report shows that the Gourmet bakers and sweets are striving to get a

competitive advantage against its customers but there are some problems too on

which the company should concentrate because they serve many other factors

respectively

Gourmet should offers incentives and benefits to its old employees to reduce

its turnover rate.

And secondly they should reduce the employee work hours so that they better

deals the customers.

The Gourmet hasn’t advertised themselves through media; they should have

adopted some other source of advertisement to cater the market. Well they are well known in the market but they should use TV media for their

advertisement, they could also advertise themselves on the cable in the areas in

which they are having their chains.

The Gourmet should plan for the loyalty of its customers. They should give

discounts to its regular customers in this way the customer’s sincerity with the

company will grow.The Parking area of the Gourmet bakers should be enhanced if their customers

face problems in parking .then the customer would prefer to go on some other

store to find convenience rather than buying for the Gourmet.



43

The Gourmet should increase the quality of the new products as it has offered

(milk and ice-cream) and it should also concentrate on the advertisement of

the new product seriously.

The Gourmet should take feedback from the customers by personally surveyand should concentrate on the requirement of the customers.

As the people is weight and diet conscious today so the Gourmet bakers should

introduce sugar free sweets and cakes for those people too.

They should be concentrating on the quality of their products so that the

customers wouldn’t be returning the goods back and thus the image of the

Gourmet wouldn’t be lost in the eyes of the customersBy adopting reduce price strategy they can make more and permanent

customers. Not only more customers will come there will be increase in the

number of loyal customers as well.

They have to acquire new technology for production if they don’t move

towards acquiring new technology then they won’t be able to meet the needs

of customers.

Sales promotions like prizes, lucky draw schemes should be introduced to

attract more customers and involve kids and children to increase sales.

Must capture some special events like local sports series, convocations &

charities shows by sponsoring these shows as would give a good image about

the company to the consumer.



44

Some of the questions which we ask during the survey:

Q: How you maintain your inventory? A: We have full knowledge of after how much time we have to inform

management about our inventory gourmet products are freshly made and then wehave a good system of inventory check for the other goods.

Q: How much profit your company earns in each month? A: We are not familiar with the profits but the company earns good profit

that’s why they have decided to make chains in Lahore and the y are also earningexcellent profit.

Q: Who you think your competitors ? A: Our company has few competitors Nirala, cakes & bakes etc.

Q: What’s your sale in the Eid season? A: We have a large amount of customers in Eid days and large profits are

earned during the other festivals too.

Q: Which product of your company is sold mostly in the

festivals? A: Our sweets (mithae) and cakes are sold mostly and sweets mostly as it’s atraditional gift.

Q: What do you offer for the children? A: We offer cakes of different cartoon characters and we also prepare cakes

which the picture of the birthday girl /boy on the top of the cake.

Q: What do you feel is your parking fulfills the requirement ofthe customers?

A : No, we face problems when there’s high traffic, or large customers in eiddays.



45

Q: Do you give concessions or discounts to customers? A: No, we don’t give discounts to the customers; prices are fixed for all

customers.

Q: Do you give discounts to your staff? A: Yes, we give discounts to our staff, there’s a card of 15% and 25%

according to the position and hierarchy of jobs and the persons who own that cardfrom the company have discounts on all good sold at Gourmet.

Q: Do you allow your customers to borrow goods from you? A: No, we ask for the immediate cash payments and we don’t give them goods

on credit.

Q: Do you give training to their sales persons? A : Yes, we have a training program for them, our 12 sales persons are fully

trained and the other 3 / 4 sales persons are kept for training / probation.

Q: What if the customer complains about the product? A: If there’s a serious complain then we send the product to the head office

and if the complain is not serious then we take the defected product from the

customers and change it with the new product from the store at the spot

Q: What if the customers are frequently complaining about a

sales person?

A: If the customers are frequently complaining about a sales person. Then we

fire him with the investigation of his performance. We are trained for the customer

services; even if there’s a fault of the customer we negate for the customer services;

even if there’s a fault of the customer we negate the sales person in fr ont of thecustomer.



46

Q: What’s the turnover rate of your sales persons?

A: The turnover rate is very low in the company, all that It’s 5% in a year.

Q: What do you do when there’s a large no. of customers in

shop?

A: Then we distribute our sales person around the two sides and they are

trained Then we distribute our sales person around the two sides and they are

trained not to suffer from being committed by fraud or mistake.

Q: How do you greet your customers?

A: We greet them by saying Assalam alaikum sir/miss and what can wedo for you?

Q: Do you have any feedback system so that you can improve

your systems?

A: we have a segment of customer care in which the customers can give

feedback about the services or products .it can also be done through our complaint

manager.

Q: Any other services you provide on internet/website?

A: Yes, we have a segment of career support in which we have given the job

description of the employees we need for the company and the interested persons

can contact us on the site .i.e. persons can contact us on the site i.e send your

application with one page CV on following address [email protected]

Q: Do your company does market search for R&D? A: Yes, Our Company survey the new products required by the customers . It

also deals with the change in the products or enhancement in the existing products.

mailto:[email protected]






47

ANALYSIS

1. Are u aware of gourmet products?

How do you come to know about gourmet?

yes, 40, 100%

no, 0, 0%

yes

no

Adv, 8, 20%

Fri, 11, 27%

Ret, 21, 53%

S.E, 0, 0%

Adv

Fri

Ret

S.E



48

2. Have you used gourmet?

3. How long you have been buying gourmet products?

yes, 40, 100%

no, 0, 0%

yes

no

Bel 6 M, 1, 2%0-1Y, 2, 5%

1-2 Y, 9, 23%

Abo 2Y, 28, 70%

Bel 6 M

0-1Y

1-2 Y

Abo 2Y



49

4. Positive factor of gourmet?

5. Gourmet service you like most?

G.D, 12, 30%

A.P, 12, 30%

T.A, 4, 10%

E.A, 12, 30%G.D

A.P

T.A

E.A

Bak, 31, 77%

cater, 2, 5%

Res, 7, 18%

Mag, 0, 0%

Bak

cater

Res

Mag



50

6. Experience at gourmet?

7. Sensory quality is important?

Exc, 2, 5%

Good, 26, 65%

Bett, 4, 10%

Sat, 8, 20%

Exc

Good

Bett

Sat

smel, 2, 5%

App, 5, 12%

Tex, 4, 10%

Tast, 29, 73%

smel

App

Tex

Tast



51

8. Advertisement of gourmet influence you?

9. Satisfied with gourmet products?

S.A, 2, 5%

A, 23, 55%

N, 14, 33%

S.D, 0, 0%D, 3,

7%

S.A

A

N

S.D

D

S.A, 6, 15%

A, 20, 50%

N, 10, 25%

S.D, 0, 0%

D, 4, 10%

S.A

A

N

S.D

D



52

10. Gourmet caters will be successful?

11. Gourmet should extend its chain?

S.A, 6, 15%

A, 19, 47%

N, 12, 30%

S.D, 0, 0%D, 3,

8%

S.A

A

N

S.D

D

S.A, 26, 65%

A, 13, 32%

N, 0, 0%S.D, 0, 0% D, 1, 3%

S.A

A

N

S.D

D



53

12. Gourmet restaurant is affordable?

13. Gourmet did not differentiate social classes?

S.A, 11, 27%

A, 19, 48%

N, 10, 25%

S.D, 0, 0% D, 0, 0%

S.A

A

N

S.D

D

S.A, 9, 22%

A, 21, 53%

N, 8, 20%

S.D, 0, 0%D, 2, 5%

S.A

A

N

S.D

D



In the nutshell I would like to state that the Gourmet foods is flourishing company ofPakistan which deals in Retail, Bakers, Sweets, Beverages and Milk. No doubt thatthe company have secured good position in the market of Punjab (province of

Pakistan). Gourmet is going well and as their focus is on introducing new and newproducts in the market. Most of the people are aware of gourmet and they came toknow about gourmet from their friends. Good quality, affordable price and tasteattract them toward it. Most of the people like bakery service and they have a goodexperience. Advertisement of gourmet influence the customers to buy products.Gourmet provides us many services and people are satisfied and they thought thatthose services will be successful.Most of the people buy bakery products like bread, cakes, patties and soft drinks.People suggest that gourmet should extend their chain to other cities also.

Hopefully it will be appreciated in all age levels and mainly in youngster. The designof the bottle is same as it already have for their beverage products. Gourmet is goingto launch this product with the investment of 5 million of market support whichincludes all the aspects regarding the production, packaging and promotion of theproduct.

Documents

Dedications (2)