Gourmet Foods Essay

Introduction gourmet bakers and sweets is the top food sell chain of Lahore. Lahore is the second largest city of Pakistan fabled for its customer aliment and sexiness for eating. epicurean is the number one shuffling in the foodstuff of bakers and sweets collectable to its property and valuable answers. Before 1984, Mr. Nawaz Chattha was the employee of the Shezan bakers at the post of manager. While he was doing his job, he decided to loseert his own traffic separately because he was proficient dealer, a technical supporter and maintained check and commensurateness in every branch. Mr. Nawaz Chattha started his business from one out let in Muslim Town with bakers in 1987.After seeing the profitable dissolver he decided to introduce new produce give c be sweets, milk, and ice-cream and foodie cola. In continuous achiever of gourmet in providing quality service and products for the health and happiness of all family, bon vivant also started a family restaurant. Sinc e the subject of bon vivant bakers, it has shown explosive annual growth of more than 25% in its business. It has 1700 employees functional in its all departments. It has around 95 branches and will put forward its coverage to One hundred branches making it The Largest Bakers and Confectionaries of the city as salubrious as the country.Company Name- gastronome Bakers & Sweets (PVT) limited.Gourmet is a hugger-mugger limited liability company and the information regarding its sh are is as follows Registered right address 9/D Faisal Town Lahore. Authorized Capital 20,000,000. salaried up Capital 50,000. CEO name Ch. Muhammad Nawaz Chattha. CEO Address 9/D Faisal Town Lahore. Incorporation Date January 9, 1996. Authorized Capital apportion 200,000.Paid up Share Capital 500 Authorized PER shelter 100Paid up PER Value 100VisionWe are a bakery company with one goal in listen to meet the postulate of our customers we focus on our customers as our clients.Mission educationTo declare oneself delicious, wholesome baked foods without sacrificing health and well-being.Company ObjectivesObjectives are the guide parenthoods which use up toward the chosen destiny. The objectives of the Gourmet are marting objectives which are as chthonic(a) 1. To build profitable customer relationship by delivering superior value. 2. To provide such products those corporation increase targeted food commercialises. 3. To become a leader in the bakery and confectionary diligence. 4. To provide the quality products to the target securities industry.GOURMET Logo nerve Structure of GourmetBusiness Portfolio of GourmetPortfolio Analysis (B.C.G. Matrix)StarGourmet bread and new(prenominal)(a)(a) bakery Products come under star as they let a high relative market apportion and high growth rate. They are in maturity stage of its product life cycle.Cash CowGourmet Cola, Gourmet Water and dairy farm Products are Cash cow products for Gourmet as they look at a low market Growth rate and a high relative market handle.Question MarkGourmet new products corresponding alter Milk and the same for Tea as well come under Question mark. Or any other new product that Gourmet offers or is planning to offer will come in headway mark category.DogsGourmet Roll and Samosa Patti have a low market Growth rate and a low relative market share in that locationfore, these products come under Dogs and therefore Gourmet has discontinued the production of these products. trade PlanningGourmet follows the company strategies which are inline with the companys goals and recommendations. It identify it self as a leader in bakery products in Lahore. Before making any plan it considers its impact on its afoot(predicate) customers, environment and competitors response. It also considers current threats with in the market like loosing market sale, brand image etc before making any plans. Gourmet focuses on all the available opportunities in market related to its business li ke launch on gourmet cola, milk ice-cream. Once it decides its main objectives and issues indeed it steps forwards to the action plan which consists of circumstantial schedule of the whole task and their budgets. Once Gourmet finalizes its plan it implements its plan and keeps on checking its exertion to control its out come. market placeing implementationAfter having a detailed discussion and planning gourmet comes towards the implementation phase of their trade strategies. In implementation the companys formal organizational structure plays and authorized role. Managers non tho focus on short term cyberspace scarce they also consider vast run market build objectives. On the other hand company also considers its culture in implementing a plan. trade ControlGourmet focuses on two types of marketing controls operational and Strategic. In operational controls it checks that all the operations are in line with the current marketing strategies. Where as strategic controls fo cuses on long run and check the long run performance of the company. It also have an internal audit department which keeps a strict checks not scarcely on its financial performance but also on its procedures and controls which take in every day performance.The selling EnvironmentThe Companys Macro EnvironmentP.E.S.T. AnalysisPolitical meeting all the policies and working under the political stabilities Economical focusing the income levels of targeted customers Social the social sort out we have targeted areTechnological accepting and using the innovations in engine room for production Demography gourmet deals with a variety of demography. It caters all variant of age groups starting from children to adults. Culture Gourmet keeps it self in line with the local culture of Lahore. It provides different products according to local festivals events and Religious days. begin mediumMiddle mediumUpper mediumLower focal ratioUpper upperThe Companys Micro EnvironmentMarket Int ermediariesGourmet does not have any major market intermediaries as it produces and sale it products it self. It does contact market intermediaries for supply of raw materials, and products like coca cola, Jams, Ketchup, and Juices etc.CompetitorsIf you look at Gourmet Foods, it is a clear market leader but still Gourmet has competitors. Nirala and Shezan bakers are the competitors of Gourmet as these are the only few stores who are catering the same market as gourmet is going. They also have well established brand name and image. They are fully equipped with latest applied science and manufacturing plants, but these competitors are only targeting small segments of the market. They are not upgrading themselves that is why in the race of capturing market they are staying behind the market leader Gourmet.SuppliersLocal dairy Farms.Whole sellers.Market intermediaries.CustomersCustomers of Gourmet are finale user of the product mostly.They buy to consume the final products and servic es.Customer affinity ManagementThe Product/Market Expansion GridMarketing ObjectivesGoals and targets have to be monitored and met, competitor strategies analyzed, anticipated and exceeded. Through effective use of market and marketing research an organization should be able to identify the needs and wants of the customer and try to delivers benefits that will enhance or add to the customers lifestyle.Marketing StrategiesGourmet bakers adopted customers oriented marketing strategies to pass customers as much as it can. Gourmet bakers follow differentiation scheme such as strategy emphasizes the product that is unique in the industry provides distinct advantages to the bakers. One of the prominent marketing strategy of gourmet bakers is focusing on special classes of customers like gourmet bakers is focusing on upper class, middle class as well as the lower class.Marketing Channels and Supply Chain ManagementThe gourmet sell there goods directly to the final user. Gourmet channel decisions directly effect other marketing decisions. Due to using on marketing channels it reduces the cost. Gourmet sales force and communication decisions depend upon how much persuasion, training, motivation and support its channel partner needs.Monopolistic tiltGourmet faces Monopolistic Competition in the market. There are many buyers and sellers who trade over a range of prices rather than single market price. Every Seller tries to sort out its product to gain competitive advantage and to justify its price difference.BudgetingBudgeting plays an cardinal role in any plan. If a plan is not financially feasible there is no benefit to be gained from all other procedures. In Budgeting process Gourmet spends 40% of its target budget on the refurbishing of the bakery. 55% of the budget is allocated in the manufacturing of its products. 5 % of the budget is allocated to onward motional activities. Gourmet focuses on an affordable budgeting method.ControlControls are very crucial f or the success of any project. Gourmet implements high quality controls through its total quality management department. Gourmet uses team based approach for new projects by using these approach tighter controls will be implemented and performance can be monitored on every step.Critical IssuesPolitical instability and scotch conditions of the country are immensely affecting the business sector in the country. Threat of Bomb attacks in any crowded place due to Terrorism also imposes an effect which leads to decreasing sales of the business as people now think before coming out of their homes. Furthermore, terrorist activities are weakening the Pakistan economy day by day. Such kind of issues whitethorn impose a bad effect on the Gourmet business in the futureRecommendationsGourmet must use new technology like Information system to centralize its Database as its service and info requirement will greatly enhance it will need processes like Data ware housing and data mining. It can a lso improve its security measures by implementing security cameras Up to date scanners radio oftenness bar code readers (RFIDs) will improve its departmental services efficiently and effectively. Gourmet should also work for enhancing the parking area. Gourmet should also do work for innovation in products and for the atmosphere of its stores. Gourmet Bakers have their branches only in Lahore which is the drawback of their marketing strategies.The company should also open its outlets in other major cities and spend capital on advertising the company in those cities. The company is not planning for the loyalty of its customers. They should give discounts to its regular customers in this way the customer sincerity with the company will grow. Gourmet has not advertised themselves through media they should have adopted some other sources of advertizing such as banners, newspapers, TV channels to cater the market. Recently it has started its promotion on City 42.