Gourmet Foods Essay

Introduction epicure bakers and sweets is the top food retail chain of Lahore. Lahore is the arcsecond largest city of Pakistan fabled for its guest aliment and amorousness for eating. epicure is the flesh one brand in the market place of bakers and sweets due to its prime(prenominal) and priceless services. Before 1984, Mr. Nawaz Chattha was the employee of the Shezan bakers at the post of manager. While he was doing his job, he immovable to start his own business separately because he was proficient dealer, a technical supporter and maintained check and balance in every(prenominal)(prenominal) branch. Mr. Nawaz Chattha started his business from one out let in Muslim townspeople with bakers in 1987.After seeing the profitable result he dogged to introduce new product homogeneous sweets, milk, and ice-cream and epicure cola. In constant success of gastronome in providing quality service and products for the health and blessedness of all family, epicurean as well star ted a family restaurant. Since the emergence of gastronome bakers, it has shown volatile annual growth of more than 25% in its business. It has 1700 employees exiting in its all departments. It has around 95 branches and testament enhance its coverage to genius hundred branches making it The Largest Bakers and Confectionaries of the city as well as the country. ac caller-out Name- Gourmet Bakers & Sweets (PVT) limited.Gourmet is a private limited liability corporation and the information regarding its sh ar is as follows Registered office address 9/D Faisal Town Lahore. Authorized Capital 20,000,000. Paid up Capital 50,000. chief operating officer name Ch. Muhammad Nawaz Chattha. CEO Address 9/D Faisal Town Lahore. internalization Date January 9, 1996. Authorized Capital mete out 200,000.Paid up Shargon Capital 500 Authorized PER Value 100Paid up PER Value 100VisionWe ar a bakeshop comp all with one goal in mind to meet the needs of our customers we tenseness on our cust omers as our clients.Mission StatementTo provide delicious, wholesome cook foods without sacrificing health and well-being. keep comp whatever ObjectivesObjectives are the guidelines which direct toward the chosen destiny. The objectives of the Gourmet are merchandise objectives which are as under 1. To build profitable customer relationship by delivering superior value. 2. To provide such products those can join on targeted markets. 3. To become a leader in the bakery and confectionary industry. 4. To provide the quality products to the target market.GOURMET LogoOrganization Structure of Gourmet strain Portfolio of GourmetPortfolio synopsis (B.C.G. Matrix)StarGourmet bread and other bakery Products come under star as they prevail a highschool relative market share and high growth rate. They are in maturity stage of its product life cycle.Cash browbeatGourmet Cola, Gourmet Water and Dairy Products are Cash scare products for Gourmet as they take aim a low market evolution rate and a high relative market share.Question interbreedingGourmet new products like Dry Milk and the same for tea leaf as well come under Question mark. Or any other new product that Gourmet supports or is preparation to offer go out come in question mark category.DogsGourmet hurtle and Samosa Patti have a low market Growth rate and a low relative market share thence, these products come under Dogs and therefore Gourmet has discontinued the production of these products. market PlanningGourmet follows the caller-up strategies which are inline with the guilds goals and recommendations. It position it self as a leader in bakery products in Lahore. Before making any plan it argues its impact on its electric current customers, environment and competitors response. It also considers current threats with in the market like loosing market sale, brand image etc in the lead making any plans. Gourmet focuses on all the available opportunities in market related to its business lik e launch on epicurean cola, milk ice-cream. Once it decides its main objectives and issues then it steps forwards to the action at law plan which consists of detailed schedule of the entire task and their budgets. Once Gourmet finalizes its plan it implements its plan and keeps on checking its deed to control its out come. tradeing implementationAfter having a detailed discussion and planning gourmet comes towards the implementation phase of their marketing strategies. In implementation the companys formal governing bodyal structure plays and important role. Managers not only focus on short term profits but they also consider desire run market building objectives. On the other top company also considers its culture in implementing a plan.Marketing swanGourmet focuses on two types of marketing controls available and Strategic. In operational controls it checks that all the operations are in line with the current marketing strategies. Where as strategic controls focuses on lon g run and check the long run performance of the company. It also have an internal audit department which keeps a strict checks not only on its financial performance but also on its procedures and controls which nub in every twenty-four hour periodtime performance.The Marketing EnvironmentThe Companys Macro EnvironmentP.E.S.T. AnalysisPolitical meeting all the policies and working under the political stabilities economical foc apply the income levels of targeted customers Social the social class we have targeted aretechnical accepting and using the innovations in technology for production Demography gourmet deals with a variety of demography. It caters all kind of age groups starting from children to adults. finale Gourmet keeps it self in line with the local culture of Lahore. It provides unalike products according to local festivals events and Religious days. Lower strengthMiddle mediumUpper mediumLower upperUpper upperThe Companys Micro EnvironmentMarket Intermediaries Gourmet 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 quench Gourmet has competitors. Nirala and Shezan bakers are the competitors of Gourmet as these are the only some stores who are catering the same market as gourmet is going. They also have well established brand name and image. They are richly equipped with latest technology and manufacturing plants, but these competitors are only targeting miniscule 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.unit sellers.Market intermediaries.CustomersCustomers of Gourmet are End user of the product mostly.They misdirect to consume the final products and services.Cu stomer Relationship ManagementThe Product/Market Expansion GridMarketing ObjectivesGoals and targets have to be monitored and met, competitor strategies analyzed, evaluate 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 attract customers as much as it can. Gourmet bakers follow differentiation dodging such as strategy emphasizes the product that is unique in the industry provides distinct advantages to the bakers. One of the with child(p) 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 bowed stringed instrument ManagementThe gourmet sell there goods directly to the fin al 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. non warring CompetitionGourmet faces Monopolistic Competition in the market. There are many buyers and sellers who trade over a range of prices rather than unmarried market price. Every Seller tries to differentiate its product to gain competitive advantage and to justify its price difference.BudgetingBudgeting plays an important 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 promotional activities. Gourmet focuses on an affordable budgeting method . run acrossControls are very crucial for the success of any project. Gourmet implements high quality controls through its total quality management department. Gourmet uses police squad 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 economic conditions of the country are vastly 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 appreciate before coming out of their homes. Furthermore, terrorist activities are weakening the Pakistan economy day by day. Such kind of issues may impose a worst effect on the Gourmet business in the futureRecommendationsGourmet must use new technology like Information frame to centralize its Database as its service and data requirement will greatly enhance it will need processes l ike Data ware trapping and data mining. It can also improve its trade protection measures by implementing security cameras Up to date scanners radio frequency 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 big(p) 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 unassumingness with the company will grow. Gourmet has not advertised themselves through media they should have adopted some other sources of advertisement such as banners, newspapers, TV channels to cater the market. Recently it has started its promotion on City 42.