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.)

Acknowledgement:

All praises to Almighty Allah who is “THE CREATOR” of whole of

the 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.

Dedicated To:

Our Parents and Those Who

Have put all Their Efforts

To Make Us Able to Write

These Words of Gratitude

TABLE OF CONTENTS

Sr# Description Page1 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 Diversity 12

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

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.

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.

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

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 VALUES

The 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.

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

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

ORGNIZATIONAL CHART

CEO: (Chief Executive Officer) checks the work of Directors and controls the Administration department. Mr. Nawaz Chatha is the CEO.

DIRECTORS: 1.Control the company’s marketing and

observes in which Location Company has new outlet. Mr. Zubair Chatha is the marketing director. He meets to other companies’ directors.

2.Controls the company’s financial position and company’s accounts. Mr. Zulqarnan Chatha is Accounts Director of the company.

3.Controls the technical environment of the company. Mr. Khalid Chatha is the technical support director.

GM: (General Manager)

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

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 occasion’s

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 to

date with the change in technology.

ORGANIZATIONAL CULTURE

ORGANIZATIONAL CULTURE

Organizational culture is defined as a system of shared meaning

within an organization that determines, in large degree how employees

act.

CHARECTERISTICS TO MEASURE ORGANIZATIONAL CULTURE

1. MEMBERS IDENTITY

The degree to which employees want to be recognized by the

organizations identity, Nirala’s employees are very much proud to be

identified by its employees. Every employee wears the yellow t-shirt

having a logo of Nirala 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

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 and

developing 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.

NIRALA’S 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,

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

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

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 recently

it has jumped in the field of dairy products with the introduction of

Nirala Doodh 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

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 Salties

lie in Dogs because of low market share and low market growth.

PORTER INDUSTRY MODEL

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

It’s 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

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:

TEAM

The Nirala team consists of dedicated professionals such as

MBAs, CAs, Food Technologists, Graphic Designers, who are always in

quest of exceeding customer’s 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 and

marketing 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

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 but

also 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 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

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 Nirala’s 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 that’s rigid and tightly controlled”.

CEO

Board of Directors

General Manager

Senior Manager

Officers

Executives

Workers

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 can’t 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

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 employee’s 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 company

transfers 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

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 employee’s 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 effort’s 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

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 of Nirala is not active as it should

be.

VARITIES OF NIRALA SWEETS

Amratti Angoor Dana Badana

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