Final Projct MM

8/13/2019 Final Projct MM

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MISSION STATEMENT:

Our mission is to provide quality products at

lowest prices

VISION STATEMENT:

eader o! quality "uice providers in t#e re$ion %y o!!erin$

products en"oyed in every #ome& T#is will %e ac#ieved !rom

t#e dedication o! eac# employee in con"unction wit#

supportive participation !rom mana$ement at all levels&

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'O()MET:

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 food company by fostering open

communication and teamwork between our customers and our

employees. Gourmet Foods is well recognied organiation in !ahore"

Pun#ab & all over the Pakistan.

GOURMET RESTAURANT CHAIN:

In continuance of their business tradition of providing quality foods

and unmatchable service for the health and happiness of whole family"

Gourmet has set up a Family $estaurant chain. Gourmet Family

$estaurant" right in the middle of the city is their first endeavor in this

line. %he everswarming situation around the clock is an indication ofunwavering trust of consumers in Gourmet.

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http://www.google.com.pk/maps/place?cid=17029669536219911799&q=gourmet+restaurant+lahore+contact+number+map&gl=pkhttp://www.google.com.pk/maps/place?cid=17029669536219911799&q=gourmet+restaurant+lahore+contact+number+map&gl=pkhttp://www.google.com.pk/maps/place?cid=17029669536219911799&q=gourmet+restaurant+lahore+contact+number+map&gl=pkhttp://www.google.com.pk/maps/place?cid=17029669536219911799&q=gourmet+restaurant+lahore+contact+number+map&gl=pkhttp://www.google.com.pk/maps/place?cid=17029669536219911799&q=gourmet+restaurant+lahore+contact+number+map&gl=pkhttp://www.google.com.pk/maps/place?cid=17029669536219911799&q=gourmet+restaurant+lahore+contact+number+map&gl=pk


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T*E NAME

'O()MET:

%he word gourmet is from the French term" defined as 'refined anduncontrolled love of good food'. Gourmet is an industry classification

for highquality premium foods in the (nited )tates. Gourmet may

describe a class of restaurant" cuisine" meal or ingredient of high

quality" of special presentation" or high sophistication.

Gourmet food is characteried by high quality" accurate preparation"

and artistic presentation. %his name *gourmet+ was suggested by the

daughter of ,r.chattha who is living in -merica.

*EA+ O,,I-E:

Gourmet head office is located in I/" 0ot !akhpat !ahore. 0ey

business functions such as sales & marketing" finance and customer

service are managed form the I/ 1ead Office.

-OM.AN/ .)O,IE:

*Gourmet 2akers and )weets+ is the largest food retail chain of

!ahore. It is based in !ahore" the second largest city of Pakistan

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known for its traditional foods and passion for eating. It was started

with a single outlet in Ichra in 3456 by ,r. ,uhammad 7awa

8hathha" in the begging they did not get good response which

resulted in shut down. 1e again started in 3449 at different place at

,uslim town" and Gourmet did not look back since then. 7ow with its

: production units" 9 restaurants and 55 sales outlets" gourmet

outreaches to a huge population for their food needs.

,r. 8hathha the founder of Gourmet stared his business with 9;

million rupees. 1e is holding the position of ,anaging


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%he strategic goals are considered when company is thinking of the

longterm ob#ectives. 1owever" they are reviewed every year in the

annual meeting to make sure that they are in line with the changing

environment.

%o pro#ect an outstanding product image by providing best

quality in our products.

-fter successful launching in !ahore we intent to grow our

distribution network of #uices in all ma#or cities of Pakistan.

2eing an agriculture country there is sufficient demand for

Pakistani #uices in international market. %herefore" after

studying international beverage market weBll plan to introduce

our product in international market.

%o increase the market share from the preceding year.

O)'ANI1ATIONA -*A)T O, 'O()MET:

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Director

G.M Production

G.M Market

Assistant General Manager

Area Managers

Branch Supervisor

Assistant Branch Supervisor

o!plaint Manager" Auditor Purchase Manager

Store Supervisor

Sales!an Gate #eeper

Purchaser


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-O).O)ATE -(T()E O, 'O()MET:

GourmetBs 8orporate 8ulture possesses an autocratic style as all the

ma#or decisions are made by the management without considerable

consultancy of employees. %he managers #ust give instructions. %hey

tell employees what to do instead of asking for their opinion on the

matter in hand. %he managers C,r. $iwan 8haudhry" Dubair and )yed

-li $aa 7aqviE are the only persons contributing to the decision

making process in the business.

%he work environment is dynamic and friendly" there is never a dull

moment at Gourmet. %hey have a small and casual team" but very

professional about their duties. Gourmet is one of largest group of

food chain in !ahore and thus it has endless potential to learn and to

grow.

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GourmetBs corporate culture is based on a set of fundamental

principles and values. %hese are

1igh commitment to quality food

$espect of other cultures and traditions

8ommitment to strong work ethic

Personal relations based on trust and mutual respect

2eing committed to work and quality

Preferring the longterm perspective to shortterm thinking

%he&'re proud o( these traditions and heritage) and as ti!es change) these core values

keep evolving.

ST)ATE'I- ANA/SIS:

2ey Strate$ic Issues:

Gourmet 2akerBs core competency and competitive advantage can be

classified as following

3uality

Gourmet 2akers strive very hard to deliver the best quality products to

their consumers and stress heavily on quality control both in their

production areas and outlets.

,res#ness

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Gourmet is very focused at ensuring the freshness of the products that

are provided to their customers because this is one ma#or issue when

it comes to the food items category.

.rices

Gourmet 2akers offer the best prices in the market which is a prime

competitive advantage for them. %his has been a key reason for the

rapid growth of their sales revenues and demand for their products.

+istri%ution

%hey have a well developed distribution network. -s there are over

3;;outlets in !ahore and the distribution to all those outlets is carried

out through their personally owned distribution. For delivering 8ola to

other retailers they have hired third the services of party logistics

which ensures efficient and ontime delivery of products.

4rand ima$e

One ma#or growing advantage for Gourmet is their brand image" which

has been improving and growing over time due to the reason that

they are providing highest quality products at the best prices in the

market. %heir brand image has been further supplemented due to the

fact that they ensure standardiation of products and uniformity of

prices throughout their 3;; outlets.

S0OT ANA/SIS:

ST)EN'*TS

i. %he 7ame of the company

ii. /stablished distribution network

iii. $epute for producing quality products

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iv. For all times and for all ages

v. Outlets recognied for its good environment

vi. 7o complains on the quality

vii. )trong financial backup

0EA2NESSES

i. 1igh cost of production

ii. !imited distribution network

iii. 7o participation in social development

iv. -dvertisement is weak

O..()T(NITIES

i. Increasing population

ii. Increasing per capita income

iii. 1ealth consciousness

iv. %echnological progress

v. 8hanging lifestyle

vi. Introducing new taste ranges

vii. ,ore segments can be targeted

viii. 2y increasing advertisement and creating awareness

sales will increase

T*)EATS

i. situation not up to mark

ii. Political ups and downs

iii. Increase in foreign imports of beveragesiv. $ising Inflation

v. )trong campaigns from competitors

vi. !ess awareness of health

vii. $ising prices of sugar and sugar substitutes

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MA)2ETIN' ST)ATE'IES:

SE'MENTATION:

Gourmet divides its target market on the following basis.

%he most important segmentation strategy that is used by gourmet is

geographical segmentation as it only has its outlets opened in the city

of !ahore and has #ust launched its outlet in faislabad and gu#rat.

'eo$rap#ic

8ountry Pakistan

8ities !ahore


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VA(E .OSITIONIN':

Gourmet positions itself as a no H compromise food where a person

does not have to make any compromise with the fun element of

having the refresher and the health element and that it is also socially

appreciated accepted.

4ENE,ITS:

%he basic benefits that are provided by the gourmet is high quality

food at a very reasonable price. It has its outlets after about every 9

kilometers which makes the availability of its products very easy. %he

food provided by gourmet is hygienic" fresh and tasty.

.)O+(-T +I,,E)ENTIATION:

Gourmet has provided new variety and taste in the baking and sweets

sector. 7o other competitor of gourmet provides the customers with

soft drinks and mineral water which is a benefit for gourmet. 1igh

quality food at a low price is also a differentiation point for gourmet.

%he gourmet restaurant chain offers hygienic and tasty food at its

outlets and no other competitor of gourmet is gaining the market

growth that gourmet has attained.

-O).O)ATE SO-IA )ES.ONSI4IIT/:

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Gourmet is providing J times meal to the patients in the )haukat

0hanam 1ospital !ahore which shows the corporate social

responsibility of gourmet.

.)O+(-T ST)ATE'/:

.)O+(-T -ASSI,I-ATION:

Gourmet has the following famous products

2akery items

)weets

,ilk

Ice cream

@ater

2everages

7imko

Other retail items

%hese products are available at all the gourmet outlets.

4(SINESS E5.ANSION:

Gourmet started as bakers and sweets at the first place but they

e=panded their business and started gourmet restaurant in faisal

town" catering services." and bon vivant.

'O()MET )ESTA()ANT:

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9. .astries)trawberry


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the business with a good level of profit. /ven in the past while

launching Gourmet 8ola they opted for Penetration pricing to get hold

of some of the market share and even now while launching #uices

penetration pricing will be used. In its other products too" gourmet is

offering very reasonable prices to its customers.

-OM.ETITO)S .)I-E:

-s gourmet has reduced its production cost due to forward and

backward integration of its marketing channels so it can offer its

products to the customers at low prices as compared to its

competitors.

.)OMOTIONA ST)ATE'IES:

A+VE)TISEMENTS:

Gourmet does not advertise its products on any national television

channel. %he advertisement done by gourmet is on the local channel

of !ahore i.e. city A9. -lso" as gourmet has its outlets after every 9

kilometers in the city" has about 3;; outlets" and on every outlet it

has a bill board with gourmet written on it in the typical style. %his

also plays a role of advertisement. %he distributor vans of gourmet has

also written gourmet on them which also attracts the customers and

plays a role of indirect marketing.

.A-EMENT:

)electing the most appropriate distribution channel is important" as

the choice will determine sales levels and costs. %he choice for a

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distribution channel for any business depends on numerous factors"

these include

1ow far away the customers are

%he type of product being transported

%he lead times required

%he costs associated with transport

Gourmet has not carried out promotional activities for its products

until the launch of its beverages to ordinary retailers. %he simple

reason for that was they used to sell their products only on their own

outlets but after the increased demand of their gourmet colas they

started to distribute it to other shops as well apart from their own

outlets

Placing the Gourmet beverages to other general stores as well

resulted in increased sales and more market share.

MA)2ETIN' -*ANNES +IST)I4(TION:

'ourmetis the largest food retail chain of Pakistan. It is the number

one brand in the market due its quality products & valuable services.

%heir aim is to be the best food company by fostering open

communication and teamwork between our customers" our employees

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of dairy raw materials for bakery and sweets products of Gourmet.-

self milkcollection system that has started to provide fresh and pure

milk to GourmetBs sweets processing unit is a unique e=ample in this

reference.

It has done forward integration as all the distribution outlets are

owned by the gourmet itself.

Other than this" gourmet has many suppliers of poultry" sugar" flour"

spices" oils" artificial flavors" packaging and other baking items. -nd as

for distribution" the beverages of gourmet can also be found at other

retail stores.

,(T()E 'OAS:

%o continue to be an organiation providing the quality products

to the valuable customers.

%o pro#ect an outstanding corporate image.

%o satisfy the customer through e=tra ordinary service and an

e=cellent service along with the complete tactical and

operational support.

%o capture :;> of beverage market in !ahore.

%o provide our product in all !aor cities o( Pakistan.

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-ON-(SION:

Gourmet Food is one of the bigge manufacturer and marketer of

baked and unbaked desserts" breakfast pastries" restaurant" dairies

products" and #ams and #elly" beverages products" catering service to

the instore and foodservice channels in Pakistan. Gourmet Food has areputation for products with high quality and value" proven by its long

standing customer relationships. Gourmet is the largest food retail

chain of Pakistan. It is the number one brand in the market due its

quality products & valuable services. Gourmet keeps an effort 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. -t the moment Gourmet has more

than A:;; employees working in the organiation.

)E-OMMEN+ATIONS:

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@e would like to recommend the following things to gourmet

%hey should try to e=pand the business in the whole country

instead of #ust concentrating on !ahore city.

Gourmet should offer its franchises to other people also. 1ygiene issues are very important in the food sector and as they

already had to deal with some hygiene issues in the past so they

need to take keen interest in the cleanliness issues.

-s the business is growing day by day" so they should also

increase their marketing strategies

%hey should also advertise on the national television channels.

Gourmet may also organie different events in the city

%hey should also try to maintain and continuously improve their

quality of the products.

-lso they should try to maintain the low cost leadership in this

sector.

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Documents

Final Projct MM