A Report of Database & MIS

Information System of Sharaf Group (Logistics, Warehouse)

For the Consideration of

Mr. Tasawar Javed

A Humble Attempt by

Ammar Tariq Kazmi (106)

Department Of Management Sciences

The Islamia University Of Bahawalpur, Pakistan

Executive Summary

Sharaf Group entered the business world in 1975, when Sharafuddin and Ibrahim Sharaf signed

the company's article of incorporation. With only $50,000 in cash, the revolutionary business

men gave birth to one of the gulf's largest merger with a diversified assortment of companies and

investments ranging from real estate, shipping, I.T., retail, manufacturing, logistics, Education

and many more.

The Sharaf Group consists of over 60 operating companies in more than 6 business sectors:

Information Technology; Shipping; Retail; Real Estate; Financial Services; Consumer Products;

Travel and Tourism and Construction Companies. The Group was founded by two inventive

brothers, Ibrahim Sharaf and Sharaffudin Sharaf, of U.A.E, during the last quarter of the 20th

century.

Sharaf Group has always maintained that their company must have standards in which people

deem as part of a strong culture understood by all of them. Their shared culture, shared ethics

and shared attitude have been the groundwork of their approach to customers, staff members and

the community.

The Sharaf Group is headed by Group chairman Ibrahim Sharaf and Vice Chairman Sharafudin

Sharaf. The Group Head Office in Dubai is the executive body that defines and directs the

business objectives of the Sharaf Group.

Sharaf Logistics is a source for shipment and Logistics solutions. Sharaf Logistics lead the way

in freight-forwarding, warehousing, distribution, project cargo management, and supply chain

consultancy. Since commencement, Sharaf Logistics has developed quickly and tactically in

United Arab Emirates, China, Pakistan and Egypt.

Today, information systems can significantly augment the output of a project and efficiency that

companies see information as a weapon against competition and a strategic resource.

The concept of value chain was introduced by Michel Porters and defines the value chain as

"The actions performed by the organization and relates them with organization's competitive

point".

Sharaf Group

Company Profile

The Sharaf Group consists of over 60 operating companies in more than 6 business sectors:

Information Technology; Shipping; Retail; Real Estate; Financial Services; Consumer Products;

Travel and Tourism and Construction Companies. The Group was founded by two inventive

brothers, Ibrahim Sharaf and Sharaffudin Sharaf, of U.A.E, during the last quarter of the 20th

century.

The Sharaf Group is one of UAE's largest and most respected businesses Group. Sharaf Group

companies together employ some 2600 people. Among The Group's registered enterprises the

standout names such as-- Sharaf Shipping Agency, Sharaf Industries, Sharaf Travels, Sharaf

Enterprises, Sharaf DG, Sharaf Design and Information Dynamics — have a best presence in and

around the inlet Countries. The Group has experienced the continued growth for years since its

inception (1976) among other Arab business houses in the private sector. The Sharaf Group is

operated in more than 20 countries across the globe.

The faultless status that The Sharaf Group has built for financial reliability, obedience,

consistency, Trustworthiness and Product Delivery is truly fortunate.

Reliable, Responsible, Goal-Oriented, and Determined Human Resources from across the

Continents numbering over 2,600 add to the success of the Business.

Values & Purpose

Sharaf Group has always maintained that their company must have standards in which people

deem as part of a strong culture understood by all of them. Their shared culture, shared ethics

and shared attitude have been the groundwork of their approach to customers, staff members and

the community.

Reliable:

Sharaf Group is in the business more than 25 years and has gained an extraordinary experience

by delivering excellent services and products in a well organized way. They have right of

entering into extensive variety of financial and rational capital that facilitates the clients that

support the Group to depend upon the Group for long-lasting services with a smile… at present

and long onto the future.

Accountable:

Sharaf Group' accountability is motivating to do what is right and integrating social and

environmental priorities into their dealings with business buddies and stake holders.

They accept their accountability towards society and the environment. They perform their

business activities in generally answerable manner which in turn contributes positively to the

public and helps them build durable interaction with their stakeholders

Goal-Oriented:

As a company, they pride themselves on achieving their goals and being competitive in the

industry. They realize that the uninterrupted development of their company relies on the

permanent intensification of their people.

Determined Human Resources:

Invest in enthusiastic and accountable Human Resources to create a superior and extremely

fruitful environment for the assistance of their associates, Customers and Employees.

Business

The Group business(s):

The Sharaf Group's business activities are conducted through more than 60 companies operating

in various business sectors. It has a strong presence in and around the Gulf Countries and holds

leadership positions in many industry segments, among them are Shipping, Software, Real

Estate, Retail and Financial Services.

Promoter Company:

Sharaf Group, Est.: 1976

Business Sectors:

Shipping Agencies Information Technology Warehousing

Freight Forwarding Ship Chartering Ship Owners

Distributions & Logistics Airline GSA's Retail

Schools Financial Services Shopping Centers

Manufacturing Real Estate Travel & Tourism

Airfreight

Management

The Sharaf Group management

The Sharaf Group is headed by Group chairman Ibrahim Sharaf and Vice Chairman Sharafudin

Sharaf. The Group Head Office in Dubai is the executive body that defines and directs the

business objectives of the Sharaf Group.

Ibrahim Sharaf

Group Chairman

Sharafuddin Sharaf

Group Vice Chairman

History:

Sharaf Group entered the business world in 1975, when Sharafuddin and Ibrahim Sharaf signed

the company's article of incorporation. With only $50,000 in cash, the revolutionary business

men gave birth to one of the gulf's largest merger with a diversified assortment of companies and

investments ranging from real estate, shipping, I.T., retail, manufacturing, logistics, Education

and many more.

Sharaf Logistics

Profile

Sharaf Logistics is a source for shipment and Logistics solutions. Sharaf Logistics lead the way

in freight-forwarding, warehousing, distribution, project cargo management, and supply chain

consultancy. Since commencement, Sharaf Logistics has developed quickly and tactically in

United Arab Emirates, China, Pakistan and Egypt.

Introduction

Sharaf Logistics is the logistics division of Sharaf Group. Sharaf Group is a large diversified

merger of UAE having operations all-inclusive and business wellbeing in diversified fields.

Thry are a young associate of the Group recognized with a vision to congregate the escalating

order for Logistics & Distribution services in the region triggered due to burst in economic

activities in the AGCC countries.

Sharaf Logistics is one of the greatest emergent Total Logistics Service providers in the county.

They cover up the entire UAE, GCC, Africa and Indian Sub-Continent all the way through their

own & associate office networks. This network is further supported by their strapping set-up of

associates positioned universal in that way assuring that they are entirely talented of catering to

the Supply Chain Management needs of their customers situated wherever in the globe at most

competitive prices & real time services at all times.

They make a distinction from other logistic service providers in the region all the way through

their pure potential to present a single point control of all logistical activities in the entire Middle

East and Africa region. Sharaf Logistics cover the state all the way through their possess network

of offices they make sure they bring about most competitive pricing, competent of easily

replicating supply chain processes of customers at numerous locations within the state and above

all offer single window accessibility in the state for all infrastructure and economic dealings. In a

short duration, since beginning of their operations, they already benefit from strapping trade &

commercial references, dazzling dealings with the local Authorities which gives them auxiliary

edge over others in ensuring flat operations within the state. Sharaf team members are young,

flexible, and proactive with a belligerent approach. The team members at all locations are well

skilled & knowledgeable to execute their respective job functions to the highest industry

standards.

Services

Sharaf Logistics provides the following assortment of logistics services, however not limited to:

a) Freight forwarding related services:

Sea, Air and Land Freight

Door To Door services

Customs brokerage and Clearance

Insurance

Exhibition Logistics

Project and Bulk cargo

Personal Effects / Relocation services

Ro/Ro services

Air Chartering

Sea- Air solutions over Dubai

Bonded & Non Bonded Warehousing & Distribution services

3PL/Supply chain activities

b) Overland Services

FTL/LTL Deliveries

Extensive Overland Transport operations to Iraq , Kuwait, Saudi Arabia , Qatar,

Oman, Bahrain, Syria, Jordan, Lebanon

Multi Type Transportation Capabilities

Multi Point Pick up and Deliveries & vice versa

Combined land-Sea-Air shipments

Perishable Transportation, Valuable goods transportation

Efficient local delivery operations within the UAE and a regional replenishment

operation throughout the Middle East through a highly dynamic Hub and Spoke

operations

.

c) Warehousing:

They have one of the largest multi purpose Warehousing Facilities in Jebel Ali Free

Zone. Auxiliary expansions & new amenities are already underway

Covered 33,000 sqm

Open 22,000 sqm

Cool Storage 5,000 sqm

Hazardous Chem. Storage 700 sqm

Safe Vault 300 sqm

Sharaf amenities offer Storage, repackaging & labeling, pick and pack, kitting,

consolidation/deconsolidation, cross docking, repair and return monitored by an efficient

Inventory Management and reporting systems. Combinations of these services provide

exclusive personalized logistics solutions Average handling of around 60 locations with

more than 4.1 millions picks & pack activities in a year with SKU'S ranging from 80k to

100k at any given point of time.

Sharaf Logistics-Dubai started its superlative warehouse and logistics center at Lahore, Pakistan.

The state-of-the art warehouse covers 300,000 square feet and offers a luggage compartment

space of 12,000 pallet positions. Having been in process since April, the talent is intended to

convene both ambient and cold luggage compartment necessities, with options on hand for

selective racking arrangement. It is fully prepared to make available the full range of luggage

compartment and distribution services for the FMCG (fastmoving consumer goods) industry, and

encompasses a keen vicinity of bundling for club stores and modern trade. The facility offers

self-motivated and tailored warehouse management solutions (WMS), with dashboards which

can be tailor-made to suit client necessities and make sure picture perfect integration into client's

network for continuous and constant update on freight luggage compartment and distribution.

Total transparency has been incorporated with the installation of closed- circuit television, or

CCTV connection to clients for their continuous and effective inspection of warehouse

operations. The in-house team of IT research and development guarantees instant solutions,

reports and analysis over and above the facility's high exactness of inventory and picking. The

system is developed to optimize exploitation of warehouse resources, employees, storage and

materials handling. The warehouse at the moment caters to about 90 million cases of finished

goods, 215 million packs of club store bundling and about 140 million frozen cases annually

with 85% exploitation of warehouse capacities. It is a start on protection for Sharaf Logistics

business development plans in South Asia, with Pakistan as a focal point for freight forwarding,

logistics and supply-chain consultancy and services.

Sharaf Logistics is engaged in organizing the warehouse operations for international brands.

Company entered in Pakistan as a FDI entity with a long term agreement with Unilever Pakistan

initially to take over its Lahore Distribution Centre on as is where is basis and then to build a

suitable international standard storage facility in Lahore capable of:

• Serving as a storage hub for finished goods for Pakistan's central region

• Providing storage space for raw material of Unilever's nearby factories and

• Providing value added services such as stickering, repacking and bundling etc

VISION:

The VISION is to distinguish ourselves as a:

"One Window" solution for the whole range of logistics services.

The progress is made possible through:

Developing and establishing world wide agent network.

Investing and nurturing expertise on all aspects of Freight Forwarding and Logistics.

Providing exceptional Customer centric services.

Building invaluable relationship network with Local Authorities.

Integrating the efficiency of information Technology into deliverance of services.

The expansion and ventures:

Establish and expand in growing markets

Partner our customers in their plans for global reach.

Empower with global and local expertise.

Craft diverse service solutions.

MISSION

We are committed to create Value:

o For our customers by offering cost effective solutions and superior services

o For our suppliers and partners through business co-operation and mutual profitability

o For ours employees through knowledge, expansion and diversification creating growth

opportunities

o For the organization by investing continuously information technology

o For our investors through returns on investment

Competitive Advantage

o They think out of the box.

o Custom-made awareness and one on one trade with all the customers .They work

with each client irrespective of dimension or capacity to understand their logistic

necessities and for that reason set up entity processes.

o Incessantly get hold of new skills and resources as per the biz demands "Hands

on" approach in executing all errands and service demands of clients.

Believe & practice the 3 T's of "Sharaf Biz" - Transparency in their dealings,

value Time and win Trust through ethical business practices

o Direct Foreign Investment

o World class warehouse facility in Pakistan

o Selective Racking system

o In house R & D and customized WMS systems with DASH board access to

clients

o Strong regional network and coverage

o Each process is system dependent

o Process visibility on LAN and through Web Based Live Dash Boards to provide:

o Remote Monitoring and Control of the Activities

o Intelligibility

o Auto Generated email alerts

o Web based Interactive activity reports

o Flexibility to integrate with any ERP

Warehousing & Distribution

o Warehouses at Dubai Airport Free zone (DAFZA) and Jebel Ali Free zone

(JAFZA)

o Palletized and non-Palletized storage

o Oversize cargo storage

o Open yard storage

o Temperature controlled storage

o Dangerous goods storage

o Inventory & Materials Management

o Perishable transportation

o Valuable goods transportation

o Stock analysis

o Customs Clearance

o Weighing

o Consolidate and Re-ship

o Local Deliveries

o 3PL and 4PL services

Land Transport

o Full Truck Load Services (FTL)

o Less than Truck Load Services (LTL)

o Special Trailers (Low bed, Triple axle feet, chassis, side lift)

o Door to door deliveries

o Free zone to Free zone services

o Cross border transport services

o Special services available for deliveries to and fro airports and seaports.

o Border documentation services

Today, information systems can significantly augment the output of a project and efficiency that

companies see information as a weapon against competition and a strategic resource.

Warehouse Management System (WMS):

A key part of the supply chain management that primarily aims to control the movement and

storage of materials within an operational procedure and the allied dealings. The system also

directs and optimizes stock put away based on real-time information about the status of bin

utilization.

o Having a WMS in place means you don't depend on people's experience, the system has

the intelligence.

o Warehouse Management Systems utilize Auto ID Data Capture technology, such as bar-

code scanners, mobile computers, wireless LANS, and potentially RFID to efficiently

monitor the flow of products.

o Once the data has been collected, it needs to be transmitted on real-time basis to a central

database. The database will then provide useful reports about the status of goods in the

warehouse.

o The WMS should have a flexible location system, utilize user-defined parameters to

direct warehouse tasks, use live documents to execute these tasks, and have some built-in

level of integration with data collection devices.

What is different than normal WMS?

Each process is system dependent

Process visibility on LAN and through Web Based Live Dash Boards to provide:

Remote Monitoring and Control of the Activities

Intelligibility

Auto Generated email alerts

Web based Interactive activity reports

Flexibility to integrate with any ERP

Key Benefits to the Organization

The Value Chain

The concept of value chain was introduced by Michel Porters and defines the value chain as

"The actions performed by the organization and relates them with organization's competitive

point". This value chain adds the worth in the particular operations /tasks for products or services

of the organization. Porters said that if these activities are managed through a proper system and

efficiently handle all operations to add values that your competitors never think about it and your

customers are willing to pay price for your products or services.

Porter differentiates these activities as primary and secondary (supportive) activities.

Primary and secondary activities are given below in the model:

Linkage of Primary & Support Activities

1. Inbound Logistics:

For the purpose of warehousing Sharaf Logistics use their own specific technology containers

according to the specification of Products/goods for the logistics and moving goods for storage in

warehouse of proper Infrastructure (systems for planning, finance, quality, information

management etc.). Sharaf Logistics uses:

o Full Truck Load Services (FTL)

o Less than Truck Load Services (LTL)

o Special Trailers (Low bed, Triple axel feet, chassis, side lift)

o Temperature controlled Containers

2. Operations:

Warehouse operations performed by Sharaf Logistics are to provide and proper check and

balance by HR by using highly advanced equipments for:

o Temperature controlled storage

o Dangerous goods storage

o Inventory & Materials Management

o Perishable goods managed on Racks

o Valuable Products/ goods Placement on Different types of Racks

Technological development is noticeably important when it comes to the actual product,

but it is also important in the process of warehousing the inventory/ finished product and

the resources that is essential for the operations.

3. Outbound Logistics:

As Sharaf Logistics provides warehouse facility for many companies for the storage of

their inventories and finished goods, they also performs outbound logistics from

warehouse to the desired location for the goods and can managed and outbound the goods

in a highly technological way by means of advanced transportation system.

References:

1. http://www.sharafs.ae/about.php?id=5

2. www.icap.org.pk/userfiles/conference/Sharaf_Logistics_presenation.pdf

3. http://www.sharaflogistics.com

4. http://www.sharafs.ae/company.php?com_id=25

5. www.sclgindia.com/LinkMagazineDoc%5CLink_Feb_2010.pdf

6. www.fao.org/fileadmin/user_upload/fisheries/docs/ValueChain.pdf