comparison on Retail Management structure between Imtiaz and other superstores

8/13/2019 comparison on Retail Management structure between Imtiaz and other superstores

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Presented By :Alefyah Shabbir (10039)

Waqar Sajid (10671)

RETAIL MANAGEMENTIMTIAZ SUPERMARKET


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HISTORY

Imtiaz Store started in the year 1955 in Bahadurabad, with a verysmall one room general store.


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OBJECTIVE

Their objective or vision is to change their supermarket into ahypermarket and serve as Pakistan's highest selling hypermarket.

They have been so far successful in their objective as it alreadyconverted from a general store into a good supermarket. Currently,it is one of the top most supermarkets in Karachi.


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Location

Imtiaz Flag Ship Store is located in a very narrow lane ofBahadurabad known as "Chota Market/Bazaar". The lane iscongested with poultry shops, fresh vegetable shops and spicesshops.

Although the location is not very attractive but still people come

there from far off places like Defence, North Nazimabad, Cliftonetc. because they get everything under one roof in Imtiaz.

Imtiaz has two branches one located in North Nazimabad and theother near the KPT flyover.


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MERCHANDIZING


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Hierarchy

Serving more than 70,000 customers per day, Imtiaz Store caters anassortment of more than 35,000 product variations and options.

Beauty Products

Confectionary

Food groceries Beverages

Pharmaceuticals, sanitary

Sundry

Utensils and crockery (also includes decorative items) Electrical Appliances


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Buying Function Imtiaz store has an open to buy (OTB) plan, which enables them to

achieve strategies and benchmark standards of customer deliveries. It also does forward planning by forecasting sales and end of month

(EOM) inventories for specific periods. They pre-plan stock a week inadvance and store a week's worth of stock.

OTB helps Imtiaz Store fix the ideal amount of stock that should beavailable at the beginning of any month and quantify new merchandise tobe received during the month.

The buying function of Imtiaz store is segmented into packaged goods andperishable goods. The function is structured to meet the needs of thestore in managing a wide range of products: Fresh Produce

Frozen Items Non Foods (Personal Products/Household Goods/General

Merchandise/Apparel)

Foods (Packaged Grocery)

Medicines


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Mark DownThere are often markdowns on merchandise like biscuits andsweets. Their markdowns are seasonal, like during December,when it's the wedding and Eid season

ShrinkageImtiaz faces a high level of shrinkage as it is always full ofcustomers, security measures are taken to reduce the level ofshrinkage.


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SUPPLY CHAINMANAGEMENT


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Suppliers

Imtiaz Store has a very good supply chain management system. It islinked with large number of suppliers not only in Pakistan but alsocovers few foreign countries. Its suppliers within Pakistan are:

Unilever

Procter & Gamble

National Foods

Ashrafi Flourmills

Colgate Palmolive

Jodiya Bazaar Merchants


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Warehousing

Imtiaz store has a warehouse within their store, which makes iteasy for them to deliver goods whenever their customers want.Normally customers demand goods in bulk. As compared to otherdepartment stores like Agha's, Imtiaz Store has a large

warehouse.

Vendor Management

Imtiaz Store has sophisticated vendor management. They

stock a week's worth of stock at the outlet.


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RETAIL STRATEGIES


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Positioning

Target market Retail positioning and reputation of the firm

Customer Service

Store Location


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Retail Marketing Mix Product

Imtiaz Store provides customers with a huge variety of all kind of products anditems to choose from.

Place

Imtiaz Store's location targets customers from all areasof the city.

Price

Imtiaz Store has an EDLP pricing strategy. Their products are priced on lowmarkups. They have different prices for imported products and sell local productsat reasonable rates

Promotion

They carry out promotional activities on certain occasions

People

Their employees are well trained and well mannered and serve the customers in anefficient way

Presentation

Imtiaz Store has very good fixtures; it provides a comfort to the customers by

providing them with various varieties of single product under one roof. Besidesthis overall the store is clean well li hted in order to make their dis la more


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The Specials

Special offers Special timings

Special services


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Visual merchandising

The visual merchandise serves to create the right image of ImtiazStore in the minds of customer by providing the right ambiance.

Shop displays used are :

Live displays

Counter displays

End Cap displays


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Store Atmosphere

Exterior Signage - The storefront has been designed in a way that

compliments the color combination that has been used throughoutthe store.

Interior The interior has been maintained in a way that proper

sections have been maintained for different kinds of merchandise.


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Space Mix

Retail space management Layout / circulation plan

Space mix


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SWOT ANALYSIS


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STRENGTHS Strong brand name EDLP Pricing strategy Cities biggest general store serving

around 70,000 customers per day The stores are located at very

attractive and convenient locations Initiators in home delivery in the retail

sector Customer Loyalty earned in 57 years

WEAKNESS Often face management issues in

dealing with employees Repetitive work results in de

motivated employees Congested isles Lack of parking facility at the flagship

store Lack of communication De-synchronised product displays.

OPPORTUNITIES Growing populations means more

growth opportunities Expansion to various other towns and

cities of Pakistan. Opportunity of Vertical backward

integration into manufacturing sector

THREATS Others may start EDLP Due to security issues in the city, home

delivery may be unsafe and an addedburden to the store.

Growth of other stores like Naheedand Chase up.

Foreign investors taking interest inPakistan retail business (hyper star)


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COMPETITION


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Chain retailers

Chase Up Makro

Naheed

Location

Presence in market Target Market

Assortment of product mix

Retail strategies

Layout

Space Mix


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Retail Mix


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ISSUES


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Congested aisles

Competitors like hyperstar have decreased the strong consumerhold Imtiaz had.

No focus on advertising

De motivated and un knowledgeable employees

Consumers face difficulty while shopping


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RECOMMENDATIONS


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comparison on Retail Management structure between Imtiaz and other superstores

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