nirala sweets
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Nirala sweetsTRANSCRIPT
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Verily my Lord understand best the
mysteries of
all that He planned to do. For verily He is
full
of knowledge and wisdom.
(Al-Quran S.XII.100.)
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Acknowledgement:
All praises to Almighty Allah who is THE CREATOR of whole ofthe universe and admires to our Holy Prophet Muhammad (Peace Be
Upon Him) who taught us every thing of this life and the life there
after.
Now it is our responsibility to convey the WORDING OF
SUCCESS to whole of the Ummah. As it was indicated in the last
Address of our Holy Prophet (Peace Be Upon Him). And the graves of
FELLOW BEINGS are the proof of the completion of this
responsibility.
We are greatly indebted to our resource person PROF.
MEHROO HUMAYUN whose help and guidance enabled us to
muster our courage and findings in a presentable manner. His
comprehensive teaching style also enabled us to understand the
subject of Marketing.
At Last but not least, we owe our special regards to our parents,
sisters and brothers, who always supported us and prayed for our
betterment and success.
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Dedicated To:
Our Parents and Those Who
Have put all Their Efforts
To Make Us Able to Write
These Words of Gratitude
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TABLE OF CONTENTS
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Sr# Description Page
1 Introduction 1
2 History 1
3 Modern Nirala 4
4 Vision 5
5 Core Values 5
6 Branches 5
7 PEST Analysis 6
8 Organizational Culture 7
9 Planning 9
10 Techniques For Assessing Environment 9
11 SWOT Analysis 10
12 Work Force Diversity12
13 BCG Matrix 12
14 PORTER Industry Model 13
15 Organizing 14
16 Organizational Structure 17
17 Organizational Design Decisions 19
18 Human Resource Management 19
19 Training Need Assessment 20
20 Leading 21
21 Conclusion 22
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HISTORY
Before 1984, Mr. Nawaz Chatha was the employee of the Shezan
bakers at the post of Manager. When he was performing his job, he
decided to start his own business separately because he was expert
dealer, a technical supporter and maintained check-in balance of
every branch.
Mr. Nawaz Chatha started his business from one unit in Muslim Town
with bakers. When owner saw that business was earning maximum
profit then he decided to introduce new product i.e. SWEETS and start
selling as a complimentary line. And after SWEETS, the company
introduced MILK and then ICE-CREAM.
This made Gourmet more accessible to the rather modern areas of
Lahore and gave its name a further boost in 1987-93.
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INTRODUCTION
Gourmet Bakers and Sweets is the largest food retail chain of Pakistan. It is based in
Lahore, the second largest city of Pakistan known for its traditional foods and passion
for eating. With our 4 processing units and 63 sales outlets we outreach to a huge
population for their food needs.
The company has shown an explosive annual growth of more than 25 % in its business
since 1987, when Mr. Muhammad Nawaz Chatha started this unique business with only
one sale outlet. 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 moment we have more
than 1700 employees working in the organization.
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Mission Statement
To provide delicious, wholesome baked foods without sacrificing health and well-being
To guarantee science as the basis of our functional food developments
To embrace higher standards and expectations in consumer health
To develop superior functional foods no other companies are willing to attain
To meet the demand of our customers for superior food products and services
To combat illnesses and disorders through science and nutrition
Dedicate our focus to the never-ending quest of higher quality
To grow as the market leader consumers can trust and rely upon
To maintain social responsibility to our clients, employees, and community
To ensure the quality of life to our current and future generations to come
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Vision
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 believe in using state-of-the-art technology and science to deliver reliable and
dependable functional food products that can change and save lives
We work closely with food scientists and specialists to embrace science and nature to
develop superior functional foods
We will continue to integrate our core values of health, well-being, fitness, integrity,
passion, and life to embrace and exceed continuous improvements in health and well-
being
CORE VALUESThe core values, known as the Spirit of Gourmet within the
organization have not changed over the generations. These values
were and still are what makes Gourmet the market leader.
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Integrity
Innovation
Team Work
Continuous Improvement
Social Responsibility
Best customer services
No usage of chemicals in their products
BRANCHES
WITH IN PAKISTAN
LAHORE
Total branches are 63 in Lahore and 7 are under process and
100 are expected in near future. After their successful 70
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branches, they will start their business in other cities of
Pakistan and afterwards internationally in future.
MAIN BRANCHES
Branch Address Contact #
Johar Town 40-B Johar Town +92 42 5176914
12G Joher Town 12-G Johar Town +92 42 5304318
Wapda Town 14 F, PIA Society Near Wapda Town. +92 42 5181615
Faisal Town 11-D Faisal Town +92 42 5164574
Link Road Model Town 89-K Link Road Model Town +92 42 5851812
Model Town 51/52 A Model Town +92 42 5866073
Muslim Town 448-A Ayubia Market New Muslim Town +92 42 5866741
Z-Block 310 Z LCCHS Defence +92 42 5731250
H-Block 162 H, DHA +92 42 5898378
K-Block DHA Lahore +92 42 5740747
Cantt 4/1, 4/2 Abid Majeed Road Girja Chowk LHRCantt +92 42 6671722
Saddar H No. 1425-16 Ahata Kishori Lal Sadar Bazar +92 42 6663990
Shalimar Link Road 106, Sahlimar Link Road +92 42 6845866
Barkat Market Shop # 10 Lahore Tower Barket Market Garden Town +92 42 5889139
18-G Iqbal Town 18- G Gulshan Block Iqbal Town +92 42 5418612
Iqbal Town 654 Omer Block Iqbal Town +92 42 5415654
Samanabad 476-N Main Road Samanabad +92 42 7560112
Zahoor Elahi 25- A Block B Gulberg II +92 42 5871948
Ravi Road 103,Ravi Road +92 42 7700545
Davis Road 14- A, Davis Road +92 42 6309348
Shadman 42/6, 42/7 Shadman Market +92 42 7560112
Railway Plaza Ghari Shahu Railway plaza Allama Iqbal Rd +92 42 6314656
Rustam Park Omer Market Rustum Park Gulshan Ravi +92 42 7460668
Hussain Chok 3A,C III Gulberg III Lahore +92 42 5753146
Gulshan Ravi 162-A Gulshan Ravi +92 42 7462933
ORGANIZATIONAL CHART
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ORGNIZATIONAL CHART
CEO: (Chief Executive Officer) checks the work
of Directors and controls the Administrationdepartment. Mr. Nawaz Chatha is the CEO.
DIRECTORS:1.Control the companys marketing and
observes in which Location Company hasnew outlet. Mr. Zubair Chatha is the
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marketing director. He meets to othercompanies directors.
2.Controls the companys financial positionand companys accounts.Mr. Zulqarnan
Chatha is Accounts Director of thecompany.
3.Controls the technical environment of thecompany. Mr. Khalid Chatha is the technicalsupport director.
GM: (General Manager)
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PEST ANALYSIS
A scan of the external macro-environment in which the firm
operates can be expressed in terms of the following factors.
1. Political
2. Economic
3. Social
4. Technological
1. POLITICAL FACTORS
Political factors include government regulations and legal issues
and define both formal and informal rules under which the firm must
operate.
Government at all levels is an important component of the
general environment no organization or industry is immune of the
various decisions made by the government. In case of Nirala the
government as such imposes no such type of duty on the methai
manufacturers in Pakistan. But on the other hand Nirala sweets are
the first to become the official sweet of Governor House of Punjab that
is an honor for them.
2. ECONOMIC FACTORS
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Economic factors affect the purchasing power of potential
customers and the firm's cost of capital. The following are examples of
factors in the macro economy
G.D.P growth
Excess of black money in the country
3. SOCIAL FACTORS
Social factors include the demographic and cultural aspects of
the external macro environment. These factors affect customer needs
and the size of potential markets.
Social Cultural and demographical variables have an overall
positive impact. As our Pakistani society has different types of social
norms and values for example on different types of occasions
exchange of sweets is a very common thing as in Ramadan, Eid,
Basant, Shab-Rat, Birth of New Born Babies, Weddings etc.
4. TECHNOLOGICAL FACTORS
Technological factors can lower barriers to entry, reduce
minimum efficient production levels, and influence outsourcing
decisions. Technological variables have an overall positive effect on
the business. As rate of innovations and production technology is
always in the favor of business.
Technology is of particular importance because it has been and
continues to be the main source of increases in productivity. In case of
sweet industry no such type of rocket science is being used in the
manufacturing of sweets but how ever Nirala is keeping it self up todate with the change in technology.
ORGANIZATIONAL CULTURE
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ORGANIZATIONAL CULTURE
Organizational culture is defined as a system of shared meaning
within an organization that determines, in large degree howemployees act.
CHARECTERISTICS TO MEASURE ORGANIZATIONAL CULTURE
1. MEMBERS IDENTITY
The degree to which employees want to be recognized by the
organizations identity, Niralas employees are very much proud to be
identified by its employees. Every employee wears the yellow t-shirt
having a logo ofNirala with black pant.
2. GROUP FOCUS
Nirala encouraged to work together in some departments for
example; Marketing Department, Design Department, Research and
Development Department.
3. UNIT INTEGRATION
In Nirala there is a lot of integration between departments like
Sales Operations Department, Production Department, and
Distribution Department.
4. RISK TOLERANCE
In Nirala the employees are not allowed to take risk they have
to follow orders. Only Board of Directors is allowed to make risk taking
decision.
5. OPEN SYSTEM FOCUS
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In Nirala employees at lower level are not allowed to share
ideas but at higher-level employees are allowed to say in decision
making as well as in planning.
6. REWARD CRITERIA
In Nirala employees are rewarded on the basis of their
performance but the aspect of buttering and favoritism is also in the
organization to some extent.
PLANNING
A process that involve defining the organizational goals,
establishing an overall strategy for achieving those goals anddeveloping a comprehensive set of plans to integrate and coordinate
organizational work.
Goals setting are done at higher-level employees of the
organization. Traditional Goal setting approach is use to define the
organizational goals.
NIRALAS GOALS TO BE ACHIEVED
Geographical Expansion
Hit The International Market
TECHNIQUES FOR ASSESSING THE
ENVIRONMENT
ENVIORNMENTAL SCANNING
In the sweets manufacturing industry there is no concept of
branding. Nirala is the first to do it in our country and they have
following major competitors in this field that are Fazal Sweets,
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Rafeeq Sweets, Shezan Bakers, Gourmet Bakers, Good Luck,
Cakes And Bakes , Shireen Mahal etc.
FORECASTING
In Nirala both Quantitative and Qualitative forecasting is
applied. In Quantitative forecasting they forecast future sales trend
through use of mathematical models on their past data. This enables
them to adapt and respond in the best possible way to the fluctuations
in demand. Some sort of Qualitative forecasting is also carried out
through customer evaluation. By doing so they find out the products
which generate the maximum revenue and those that are disliked.
This process enables them to allocate the resources to particular
products more efficiently.
BENCHMARK
As Nirala is the market leader in the sweet industry there is not
a single competitor that can server as a benchmark for Nirala.
However Nirala has its own internal benchmarks in order to produce
quality sweets.
SWOT ANALYSIS
It is an analysis of the organization Strengths, Weakness,
Opportunities and Threats. In formulating sound strategic plans, an
organization must assess its internal strengths and weaknesses in
relation to the external opportunities and threats it faces. An effective
strategy will take advantage of organizations strengths and
opportunities at the same time it minimizes or overcomes weaknesses
and threats. Regular assessment and SWOT analysis is thus given
importance.
STRENGTHS
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The unique taste & quality
Attractive colorful packing
High availability level in all major areas of city.
Official sweets provider of Government of Pakistan.
Environment of shops
Product range (also sugar free)
Skilled sales staff
Skilled technical staff
Certified suppliers of Government
Hundred items of sweets
WEAKNESSES
Less brand loyalty as compared to local area manufacturers &
bakeries
Prices are high as compared to them.
People are fewer brands conscious.
OPPORTUNITIES
Opportunity to build brand image better.
Introducing new brands in the market like they are doing for
example Rustam Pinian, Malai Khaja and Baisan Barfi.
Hit the international market.
THREATS
New entrants may enter in the market
Bargaining power of the buyer may increase
Bargaining power of the supplier may increase
Sluggish growth rate of the product
Poor response from the market due to expensive products
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Unfavorable changes in Demographics and Psychographics of
the consumer
STABILITY STRATEGY
This strategy is defined as a corporate level strategy
characterized by an absence of significance change.
GROWTH STRATEGY
This strategy is defined as a corporate level strategy that seeks
to increase the level of organization operations.
WORK FORCE DIVERSTY
Now a day Nirala is following growth strategy because recentlyit has jumped in the field of dairy products with the introduction of
NiralaDoodh in the market in year 2005. They have opened there
methai outlets in Canada and England .Their future plan is to jump in
the field of beverages industry also. So we can say that Nirala is
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following growth strategy at this time by following Related
Diversification Strategies.
BCG MATRIX
With the help of this matrix the ANMOL Group is able to have a
deep look on their products with reference to the market share and
growth rate they are capturing.
Nirala Sweets lies in star because of high market growth and
high market share. Where as Nirala Doodh lays in Question mark
because of low market share and high market growth. Nirala Saltieslie in Dogs because of low market share and low market growth.
PORTER INDUSTRY MODEL
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1. Threat of New Entrants
Capital Requirements
High capital cost is required for acquiring good places for the
outlets if any one wants to jump in the market.
Government Policy
In our country the government has no policies for this industry.
Own Distribution System
Its very difficult for newcomer to own a distribution channel
because it needs huge investment. Nirala has its own distribution
systems.
Brand Identity
To identify a brand in the market is more difficult for any new
entrants, because Nirala has introduced such type of taste & quality
in this industry that it is very hard to compete.
2. Threat of Substitute Products
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The substitute products may be;
Bakery makes cakes, chocolates, ice-cream etc
Local area manufacturers
3. Bargaining Power of Buyers
The bargaining powers of buyers are high because;
Convince Product
Low Involvement of Buyers
Buying Behavior Price sensitivity
Brand Loyalty Status is low
4. Bargaining Power of Suppliers
The bargaining powers of suppliers are low because;
Large number of suppliers in the market.
It is an honor to become a supplier for Nirala.
Now Nirala has become its own supplier.
ORGANIZING
DEPARTMENTALIZATION
Departmentalization is defined as the basis by which jobs are
grouped together is called departmentalization.
FUNCTIONAL DEPARTMENTALIZATION
Functional departmentalization is Groups jobs by functions
performed. We can say that in Nirala the departmentalization is on
functional basis.
Like any professional organization, the working at Nirala also
follows a well planned organogram. The Nirala Group comprises of the
following departments:
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TEAM
The Nirala team consists of dedicated professionals such as
MBAs, CAs, Food Technologists, Graphic Designers, who are always in
quest of exceeding customers expectations through latest products
and work practices. The Nirala team is a select group of highly
motivated professionals who reflect the highest levels of
accomplishment in the industry. Together, they form a collaborative
and cohesive group, which will deliver customers the best products
and customer service.
MARKETING
Nirala has taken firm steps toward building premier brand andmarketing capability, having on board managers and professionals
with broad industry experience to plan and drive upcoming product
launches. Nirala decides on customers behalf for products and
services through extensive research techniques and feedback.
NIRALA
Marketing
Production
Design & Division
Accounts & MIS
Sales Operations
Supply &Distribution
Research &Development
Management
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A mix of outdoor and indoor campaigns and number of media
channels and tools are employed by Nirala to cater to various
segments of markets we serve.
SALES PROMOTION
Nirala has departmentalized the manufacturing of its products,
and has not only sophisticated equipment, latest production facilities,
its own dairy plant, but also quality control and MIS departments.
Stringent checks and process controls ensure that the product reaches
customer fresh and pure, to their entire satisfaction.
Nirala has a processing facility in Lahore, making millions of
pieces of various sweetmeats every year with existing production
experts. Processing facilities in Karachi and Dubai are capable of
processing millions more.
ACCOUNTS AND MIS DEPARTMENTS
Besides above listed departments, Nirala has a strong
backbone of Accounts & MIS Departments, essence of any modern
organization. Their experts help them with sales trends, means of
accessibility especially intranet and broadband links, and online
ordering mechanisms, to name few.
DESIGN DIVISION
Nirala has a strong edge of in-house design division, in offering
innovative packaging and campaigns. This department works in close
liaison with marketing and not only meets all the in house needs butalso provides quality service, acting as a design house.
MANAGEMENT
Nirala's management believes in people values. They build on a
firm belief that only by delegating responsibility and functions they
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can take the holistic approach that will make their company unique-
ensuring consistent and quality-focused performance on all
assignments.
INTERIOR
Nirala promises all its customers that modern and inviting
decor of the outlets and warm welcome of customer support team will
pull customers back to them again and again. Their customer support
team undergoes rigorous selection and subsequent training sessions
and is continuously monitored.
ORGANIZATIONAL STRUCTURE
ORGANIZATIONAL STRUCTURE
Organization structure is a formal framework by which jobs tasks
are divided, grouped and coordinated.
CENTRALIZATION
Centralization is defined as the degree to which the design
making is concentrated at a single point in an organization. Nirala is
highly centralized in the sense of decision-making because all the
decisions are made by the top management.
DECENTRALIZATION
Decentralization is defined as the degree to which the lower
level employees actually make decisions. Nirala is not so much
decentralized because lower-managers do not make the decisions.
SPAN OF CONTROL
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Span of control is defined as the number of employees a
manager can efficiently and effectively manage. The span of control in
Nirala is tall because each department has its own manager and they
work for the goals of their own departments.
CHAIN OF COMMAND
The continuous line of authority that extends from upper
organizational level to lower organizational level and classifies into
who reports to whom. The Niralas chain of command is as follows:
ORGANIZATIONAL DESIGN DECISIONS
ORGANIZATIONAL DESIGN
Organizational design is defined as developing or changing an
organizations structure.
MECHANISTIC ORGANIZATION
An organizational design thats rigid and tightly controlled.
CEO
Board of Directors
General Manager
Senior Manager
Officers
Executives
Workers
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According to our research Nirala is a highly mechanistic
organization with following factors;
Clear chain of command
Narrow span of control
Centralized
High formalization
HUMAN RESOURCE MANAGEMENT
The activities necessary for staffing the organization and
sustaining high employee performance is called Human Resource
Management.
HUMAN RESOURCE PLANNING
The process by which managers ensure that they have the right
number and kind of people in the right place at the right times who
are capable of effectively and efficiently performing assigned tasks.
STAFFING
The process of hiring the people is called staffing. The tools
trough which Nirala selects people are interviews, job fairs, adds etc.
RETAINING
To retain employee so that they cant join the competitors
company. For this purpose Nirala is giving good benefits and
handsome salaries to their employees.
ORIENTATION
The process of introducing a new employee to his or her job and
organization. According to our research Nirala has a full 2 to 3 days of
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orientation session for the new employees. HR Department is
responsible for these manual instructions that are also given to them.
Organization culture and infact each and every thing is told to them.
JOB DESCRIPTION
A written statement of what a job holder does, how it is done
and why it is done. In Nirala job description is provided to new
employees. Manual introduction or visits are also arranged to
introduce new employees to the organization culture and
environment.
JOB ROTATION
When there is monotonous in employees daily routine work
then he will go for job rotation. According to our research Nirala job
rotation is highly supported by the management.
TRAINING NEED ASSESSMENT
It is define as identifying training needs of employees who is to
be train, ask employees what are their needs or you can also have an
internal research on it. HR uses questionnaire for Training need
Assessment.
ON JOB TRAINING
In this process the employee is made to settle with some
experience person for 2 to 3 days. The knowledge of the companytransfers from 1 person to other person.
In Nirala same procedure is being applied on the sales staff,
distribution staff and in the production department.
OFF JOB TRAINING
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In this process you train your employees for some specific work.
You would conduct it in your own premises or at some other place. In
Nirala this type of training is given to the Executive Managers only.
PERFORMANCE APPRAISAL
At the end of each year the evaluation of employees is done.
Based on this performance rewards are given to employees.
Compensation and benefits are also given. A performance appraisal
form is used to evaluate the performance.
CAREER DEVELOPMENT
Nirala offers career development to its employees.
Opportunities for personal growth are there. An officer can go up to
General Manager.
LEADING
MOTIVATION
Motivation is the willingness to exert high levels of effort to
reach organizational goals, conditioned by the efforts ability to satisfy
individual need.
In Nirala the methods of motivation are;
Job enlargement
Job enrichment
MOTIVATING A DIVERSE FORCE
Motivation of a diverse workforce is done through
Job sharing
Pay for performance
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It includes incentives and bonuses based on the performance of
the employees. The other factors that are used to motivate the
employees are medical facilities, transportation facilities, mobiles etc.
CONCLUSION
According to our research we conclude the following points;
Nirala is the leading brand in the sweet business.
Nirala should improve its performance evaluation criteria and
also should offer more incentives to employees.
Nirala should improve its hiring process for lower level
employees. In Nirala the motivation level of employees is very low it should
be improved.
Human Resource Department ofNirala is not active as it should
be.
VARITIES OF NIRALA SWEETS
Amratti Angoor Dana Badana
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Baloo Shahi Barfi Badaam Barfi Bason
Barfi Brown Barfi Chocolate Barfi Fruit
Barfi Rustam Barfi Sada Chum Chum Coconut
Chum Chum Sada Crispy Crunch Khakharpura Halwa Golden
Halwa Habshi Halwa Karachi Halwa Tikki
Jaman Kalay Jaman Lal Khajoor
Luddoo Dil Moti Choor Luddoo Moti Boondi Maghaz Luddoo Moti Boondi Super