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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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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
and
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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.
1,