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[ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 1A PROJECT OF ENTREPRENU...
[ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 2PRESENTED TO:SIR ABDUL ...
[ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 3ContentsACKNOWLEDGEMENT...
[ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 44 Products of Organizat...
[ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 5ACKNOWLEDGEMENTWe would...
[ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 6Nirala SweetsNirala Swe...
[ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 7Core ValuesThe core val...
[ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 8Over 50 years ago Taj D...
[ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 9and snacks plant, besid...
[ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 10CompaniesAnmol Company...
[ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 11Nirala cares for natur...
[ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 12The Company is being e...
[ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 13Nirala Snacks Pvt Ltd ...
[ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 14For United Kingdom & E...
[ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 159 And at the end the m...
[ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 16structures. According ...
[ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 17
[ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 18Diagram: 1GMOPERATIONS...
[ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 19Diagram: 2GM Shop Oper...
[ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 20DepartmentDiagram: 3GM...
[ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 21Managerial HierarchyTo...
[ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 22Levels of ManagementTo...
[ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 23Hierarchy of Organizat...
[ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 24Motivation and RewardS...
[ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 25DepartmentsLike any pr...
[ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 26identification to prod...
[ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 27new shops is also done...
[ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 283.Cash Cows(=low growt...
[ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 294 Products of Organiza...
[ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 30MithaiIt all began in ...
[SUPPLY CHAIN MANAGEMENT ] ORIENT CRM PROJECT REPORT31SnacksOur saltish range is one of the best and can be had with a cup...
[SUPPLY CHAIN MANAGEMENT ] ORIENT CRM PROJECT REPORT32developed and will be launched shortly.• Nirala Doodh• Nirala Cream•...
[SUPPLY CHAIN MANAGEMENT ] ORIENT CRM PROJECT REPORT33FUTURE PLANS• To promote Nirala diaries by offering its customers fi...
[SUPPLY CHAIN MANAGEMENT ] ORIENT CRM PROJECT REPORT34The power of buyers:™ This is high where there a few, large players ...
[SUPPLY CHAIN MANAGEMENT ] ORIENT CRM PROJECT REPORT35Marketing StrategyIndustry analysisSweets (mithai) is in our culture...
[SUPPLY CHAIN MANAGEMENT ] ORIENT CRM PROJECT REPORT36of the market they are not been upgrading themselves that is why in ...
[SUPPLY CHAIN MANAGEMENT ] ORIENT CRM PROJECT REPORT37The other example of their continuous learning about the market is t...
[SUPPLY CHAIN MANAGEMENT ] ORIENT CRM PROJECT REPORT38related to the event. Price vise their positioning as already said i...
[SUPPLY CHAIN MANAGEMENT ] ORIENT CRM PROJECT REPORT39always be there to facilitate them i.e. whether it’s a joyful moment...
[SUPPLY CHAIN MANAGEMENT ] ORIENT CRM PROJECT REPORT40S.W.O.T AnalysisStrengths:• Strong Brand Name.• Due to mass producti...
[SUPPLY CHAIN MANAGEMENT ] ORIENT CRM PROJECT REPORT41company with in the country that can match the market share and prod...
[SUPPLY CHAIN MANAGEMENT ] ORIENT CRM PROJECT REPORT42They are opening new branches internationally which no other sweet m...
[SUPPLY CHAIN MANAGEMENT ] ORIENT CRM PROJECT REPORT43Narala Sweete official websitewww.narala.comwww.slideshare.comwww.go...
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Nirala sweets final project report

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Nirala Sweets Strategic Marketing Final Project Report

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Nirala sweets final project report

  1. 1. [ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 1A PROJECT OF ENTREPRENURE ANDSMALL BUSINESS ON“NIRALA SWEETS”
  2. 2. [ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 2PRESENTED TO:SIR ABDUL QAYYUM QURESHIPRESENTED BY:Mr. Waleed Tayyab 111405Mr. Muhammad Tayyab 103125Mr. Muhammad Irfan 102507Mr. Zohair Ahmad 091521Mr. Ali Yazdani 113511
  3. 3. [ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 3ContentsACKNOWLEDGEMENT ..................................................................................... 5PREFACE ..........................................................................................................5Nirala Sweets...................................................................................................6History.............................................................................................................6Vision...............................................................................................................6Core Values .....................................................................................................7Our team .........................................................................................................7Nirala family ....................................................................................................7Business Portfolio............................................................................................ 9Companies..................................................................................................... 10Anmol Company......................................................................................... 10N Design ..................................................................................................... 10N Restaurants ............................................................................................. 11Nirala Canada Ltd. ...................................................................................... 11Nirala Dairy (Pvt) Ltd................................................................................... 12Nirala Snacks (Pvt) Ltd. ............................................................................... 12Nirala (Pvt) Ltd............................................................................................ 13Nirala (UK) Ltd. ........................................................................................... 13Strategic Structure......................................................................................... 14Structure of the Organization........................................................................ 15Managerial Hierarchy .................................................................................... 21Hierarchy of Organization.............................................................................. 23Motivation and Reward................................................................................. 24Departments ................................................................................................. 25BCG Matrix .................................................................................................... 27
  4. 4. [ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 44 Products of Organization ............................................................................ 29FUTURE PLANS .............................................................................................. 33Five Forces..................................................................................................... 33Marketing Strategy........................................................................................ 35DESIGNINIG MARKETING STRATEGY.............................................................. 37S.W.O.T Analysis............................................................................................ 40Strengths:................................................................................................... 40Weaknesses:............................................................................................... 40Opportunities:............................................................................................ 40Threats: ...................................................................................................... 41Conclusion..................................................................................................... 41Recommendations......................................................................................... 42
  5. 5. [ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 5ACKNOWLEDGEMENTWe would like to pay our praises and humblest thanks to AL-MIGHTYALLAH, the most Merciful and Beneficiate of all, who bestowed us with theability to complete this project. It gives us immense pleasure and honor toextend our thanks to our kind & cooperative. ABDUL QAYYUM QURESHIFaculty of Institute of Management Sciences, Lahore for his valuable advicesand suggestions throughout our semester, in order to perform well & up tomark..Finally, we pay regards of gratitude to our parents, as they and their prayersforOur success are always been a pillar of strength for us in our life.PREFACEQuality without creativity is meaningless. As changes grow ever moreunpredictable creativity is rapidly becoming recognized a core managementskill.Today’s business environment demands that manager’s posses a wide range ofknowledge skills and competencies, as well as sound understanding ofmanagement process and function. Managers need to be able to make best useof their time, talent and of other people to work with and through others toachieve corporate objectives. They also need to demonstrate their ability notmerely to solve problems, but to transform them and design ways throughthem.This report concerns needs and changing needs and their satisfaction level,which are the important function in every organization.
  6. 6. [ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 6Nirala SweetsNirala Sweets has a complete range of over 150 delicacies to suit any taste. You can nowchoose from an assortment of delicious sweets ranging from traditional delights to noveland unique tastes. The essence of our products is inspired by 18th century royal banquets.Our saltish range is one of the best and one can have it with a cup of tea, coffee or arefreshing drink. An ideal snack prepared in natural oil to invigorate and provide you withutmost fulfillment. Our snacks range consists of Chips, Dal Masoor, Dal Safaid, Mongra,Namak Paray, Samosay (Potato and Chicken) and Sawaian.An integrated milk & milk powder processing plant has been set up at Tandlianwala, nearFaisalabad, under the name of Nirala Dairy (PVT) Limited. Nirala Doodh, the UHTpackaged milk of the Company was launched in June 2005 and is now the favourite brandin many households.Nirala offers sweet products in over 80 different types of packaging. Besides traditionalpaper and cardboard, we work with tin, wood, glass and handmade paper to give you theflexibility and choice in selecting the packaging that suits your mood, taste and theme.Send mithai to Pakistan from anywhere in the world!You can now send mithai, flowers &gifts to Pakistan from anywhere in the world. Whether youre in another city or in anotherpart of the world, simply let us carry your emotions where you cant make it yourself! Clickhere to order mithai online.HistoryOver half a century ago, the foundation of Nirala was laid in Lahore, Pakistan, with thecommitment to provide people with delectable quality delights. The great journey startedwhen Taj Din migrated from Amritsar, India, to Lahore and started a small breakfast shopin the inner city of Lahore in 1948. The passion for quality, distinctiveness and hard workset by our founder is the spirit we seek as our guiding principle.VisionOur vision is to make Nirala a global brand, a brand recognizable for its uniqueness andquality in ethnic food market all around the world. In this perspective we consider our selfas an innovative and a pioneer company, continuously offering unique products andinteresting service concepts that others haven’t even dreamt of.
  7. 7. [ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 7Core ValuesThe core values of our organization which we consider the Spirit of Nirala have notchanged over the past half century. Those values and traditions which have made the brandNirala a market leader for the past 65 years are:Continuous ImprovementInnovationIntegrityTeam work andSocial ResponsibilityOur teamQuality AssuranceShop OperationsMISValue Added ServicesHuman ResourceFinance & AccountsAdministrationDesignProductionStores & ProcurementNirala family
  8. 8. [ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 8Over 50 years ago Taj Din, our founder introduced the best mithai the city of Lahorehas ever known. Today, Taj Dins family strives to bring you the best of those age-oldrecipes.Taj Din:Taj Din founded this business more than half a century ago. It was his vision andentrepreneurial spirit that made Nirala a strong brand name in the Mithai business. Hisspecial emphasis on nothing but the best ensured that the customer always found thesame superior quality whenever he experienced any product of Nirala Sweets.Farooq Ahmad:Taj Dins son Farooq Ahmad, the Chairman of the Group, has been gifted with hisfathers vision and entrepreneurial spirit in his blood. It was he who took the shop outfrom the congested Fleming Road in the old city of Lahore and relocated to the morecentral and accessible area of Jail Road. He also paid special emphasis on shopenvironment and packaging design, besides of course the product quality.Faisal FarooqFarooq Ahmads eldest son, Faisal Farooq was made CEO of the business by his fatherin 1997, at the young age of just 23 years, when Farooq Ahmad fell unwell and couldnot devote full time and attention to the business. Faisal courageously took about thechallenge of growing the family business. With a dynamic approach and an MBA,Faisal kept adding more and more shopsacross the country and today has added newbusinesses to the establishment including alarge milk processing and packaging plant
  9. 9. [ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 9and snacks plant, besides VCS (software house).Ahmer FarooqFarooq Ahmads younger son, Ahmer Farooq is a creative individual with an MBA andeducation in creative design from the UK. Besides heading the creative andcommunication side of the Group, Ahmer is actively involved in the Companies day-to-day decision making.Omar Farooq and Fahad FarooqFarooq Ahmads youngest sons, Omar and Fahad are twins and have completed theireducation. They have now joined Nirala, so they can add value to the business.Business PortfolioThe business of Nirala Sweets, in just over half a century, has evolved into a Group ofCompanies, consisting of various business divisions. It is heartening to see that from asingle, small mithai shop in old Lahore in 1948, the Company now owns 20 shops in 6cities of Pakistan, besides 2 in the UAE. The Group consists of businesses like dairyprocessing and packaging, snacks, restaurants, software house and more recently,automobiles.Anmol CompanyN DesignNirala Canada Ltd.Nirala Dairy (Pvt) Ltd.Nirala (Pvt) Ltd.Nirala (UK) Ltd.Taj Trading LLCThe Nirala Group consists of ten companies operating in different market segments
  10. 10. [ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 10CompaniesAnmol CompanyAnmol Company holds the exclusive franchise rights in Pakistan for Nirala Sweets &food products. Anmol Company is responsible for manufacturing, distributing and sellingNirala Sweets, which is undoubtedly the leading brand in the Mithai market in Pakistan.There is a wide range of products that the company has to offer. The brand has been builtto this level over a period stretching beyond half a century. At the moment the Companyhas 39 shops; 37 in 9 cities of Pakistan and 2 abroad, in the UAE.N Design
  11. 11. [ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 11Nirala cares for nature and values art. The group contributes in designing elements byoffering a wide range of designing services that include multimedia presentations, websites, outdoor and press advertisements, modernistic décor for supermarkets and retailoutlets and outputs for print media. These services are rendered to sister concerns and toother leading companies and multinationals operating in telecommunication, banking, oiland gas, and textile sectors etc.N RestaurantsN Restaurant is another entity of the Nirala Group of Companies. When Taj Dinestablished a sought after breakfast joint in the busy Mewa Mandi of Lahore way back in1948, few would have imagined that more than 50 years later, his grandson will establisha classy restaurant in the busy and most posh locality of Lahore city, Defense Y Block.Ironically, the restaurant, by the name of Café Gowalmandi, is most famous today for thetraditional breakfast served on weekends and all gazetted holidays. Having opened itsfirst branch in September 2004, a second branch was added, in the busy St. Mary’s Park(Alfalah Mini Golf) in the latter part of 2005.Nirala Canada Ltd.
  12. 12. [ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 12The Company is being established to introduce Nirala Sweets and related products in theCanadian market. The core activity will include import of semi-finished products fromPakistan and to refine them at the semi kitchen established in Canada, before marketingthe product at various stores. Semi kitchen will only be engaged in the refining of productor bringing them in marketable condition. Products will be marketed through a networkof retail outlets around big business markets in Canada, like Toronto, Montreal, Ottawa,Vancouver and Calgary. The registered office of the company is located in Vancouver,British Columbia.Nirala Dairy (Pvt) Ltd.An integrated milk & milk powder processing plant has been set up at Tandlianwala, nearFaisalabad, under the name of Nirala Dairy (Private) Limited. Nirala Doodh, the UHTpackaged milk of the Company was launched in June 2005 and is now the favouritebrand in many households. This is due to the strict quality measures that the Companyreligiously adheres to. Nirala Desi Ghee (Butter Oil) was launched earlier and is leadingthe market in its category due to is superior quality and taste. Many more products in thedairy range are being developed and will be launched shortly.Nirala Snacks (Pvt) Ltd.
  13. 13. [ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 13Nirala Snacks Pvt Ltd Our saltish range is one of the best and can be had with a cup oftea, coffee or a refreshing drink. An ideal snack prepared in natural oil to invigorate youand provide utmost fulfillment, our snacks range consists of Chips, Dal Masoor, DalSafaid, Mongra, Namak Paray, Samosay (Potato and Chicken) and Sawaian, and areavailable across Pakistan from Nirala outlets as well as leading retail stores andsupermarkets.Nirala (Pvt) Ltd.Nirala Private Limited is the custodian of the brand name Nirala. The brand is owned bythis company and is a registered trade mark world over.Nirala (UK) Ltd.
  14. 14. [ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 14For United Kingdom & European Union, Nirala UK Limited holds the exclusivefranchise rights of the Nirala brand. Under the franchise, it can set up Nirala shops,manufacture, sell and market Nirala products in its domain. Although NiralaUKLimitedis yet to open its first shop in the region, it is aspiring to capture the hearts ofmany sweets lovers in the region.Strategic Structure9 All Nrala strategies are made by keeping in mind the mission statement of theorganization, which clearly reflects the company’s objectives and goals.9 After deciding their task/objectives, they start analyzing the outside environmentto analyze weather their strategies are applicable or not.9 If it is applicable then they start evaluating about opportunities and threats thatthey could face.9 After analyzing internal factors, management starts working on allocating,analyzing organization resources.9 When they allocate resources, they start finding specific areas where they lookand point out their strengths.9 Then they summarized all the internal and extrernal data and decide how toexecute their strategies.9 After having all the planning and collection of required data they start theexecution of their plans and every single employee try its best to make itsuccessful.
  15. 15. [ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 159 And at the end the management starts evaluating the results either they aresatisfactory or not.Structure of the OrganizationA key issue in accomplishing the goals identified in the planning process is structuringthe work of the organization. Organizations are groups of people, with ideas andresources, working toward common goals. The purpose of the organizing function is tomake the best use of the organizations resources to achieve organizational goals.Organizational structure is the formal decision-making framework by which job tasks aredivided, grouped, and coordinated. Formalization is an important aspect of structure. It isthe extent to which the units of the organization are explicitly defined and its policies,procedures, and goals are clearly stated. It is the official organizational structureconceived and built by top management. The formal organization can be seen andrepresented in chart form. An organization chart displays the organizational structure andshows job titles, lines of authority, and relationships between departments.The informal organization is the network, unrelated to the firms formal authoritystructure, of social interactions among its employees. It is the personal and socialrelationships that arise spontaneously as people associate with one another in the workenvironment. The supervisor must realize that the informal organization affects theformal organization. The informal organizations can pressure group members to conformto the expectations of the informal group that conflict with those of the formalorganization. This can result in the generation of false information or rumors andresistance to change desired by management. The supervisor should recognize theexistence of information groups, identify the roles member play within these groups, anduse knowledge of the groups to work effectively with them. The informal organizationcan make the formal organization more effective by providing support to management,stability to the environment, and useful communication channels.Even though the differences among organizations are enormous, there are manysimilarities that enable them to be classified. One widely used classification is thetwofold system (mechanistic versus organic forms of organizational structure) developedby Tom Burns and G. M. Stalker in their study of electronics firms in the UnitedKingdom. (See Burns, Tom and G. M. Stalker, Management of Innovation, London:Tavistock Publications, 1961, p. 19.)The mechanistic structure is the traditional or classical design, common in manymedium- and large-size organizations. Mechanistic organizations are somewhat rigid inthat they consist of very clearly delineated jobs, have a well-defined hierarchicalstructure, and rely heavily on the formal chain of command for control. Bureaucraticorganizations, with their emphasis on formalization, are the primary form of mechanistic
  16. 16. [ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 16structures. According to Max Weber, bureaucracy is a form of organization characterizedby a rational, goal-directed hierarchy, impersonal decision making, formal controls, andsubdivision into managerial positions and specialization of labor. Bureaucraticorganizations are tall consisting of hierarchies with many levels of management. In a tallstructure, people become relatively confined to their own area of specialization.Bureaucracies are driven by a top-down or command and control approach in whichmanagers provide considerable direction and have considerable control over others. Otherfeatures of the bureaucratic organization include functional division of labor and workspecialization.On the other hand, the organic structure is more flexible, more adaptable to aparticipative form of management, and less concerned with a clearly defined structure.The organic organization is open to the environment in order to capitalize upon newopportunities.Organic organizations have a flat structure with only one or two levels of management.Flat organizations emphasize a decentralized approach to management that encouragehigh employee involvement in decisions. The purpose of this structure is to createindependent small businesses or enterprises that can rapidly respond to customers needsor changes in the business environment. The supervisor tends to have a more personalrelationship with his or her employees.
  17. 17. [ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 17
  18. 18. [ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 18Diagram: 1GMOPERATIONSDGMOPERATIONSQualityControlSupply(Func.Sit)Semi kitchenKarachi & DubaiSweetsProductionFinishedGoods StorePackingDepartment
  19. 19. [ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 19Diagram: 2GM Shop OperationsOperation Manager PakistanOperation Manager UAE Operation Manager UKLahore DubaiKarachi DubaiSemiIslamabad&RawalpindiSharjahSialkotPeshawar
  20. 20. [ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 20DepartmentDiagram: 3GMMarketingCustomized CreativeNew Product Shops WebPackagingLine Marketing MarketingDevelopmentPRODUCTSERVICEPACKAGING
  21. 21. [ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 21Managerial HierarchyTopManagersMiddleManagersFirstLine ManagersOperatives
  22. 22. [ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 22Levels of ManagementTop Managers:Managers at or near the top level of management who are responsible for making theorganization-wide decisions and establishing the goals and plans that affect the entireorganization.Middle Managers:Managers between the first line level and the top level of the organization who managethe work of first line managers. They are bound to take orders from the top managementand bound to implement them on lower level of managerial hierarchy.First line Mangers:They are at the third level of managerial Hierarchy. Managers at the lowest levels of theorganization who manage the work of non managerial employees who are directlyinvolved with the production or creation of the Organizations products. In other wordsthey are also known as supervisors.Operatives:They are at lowest level of managerial Hierarchy. They are the workers who are assigneda specific task or a job to be done. They do not supervise any one and they obey theabove managerial Hierarchy.
  23. 23. [ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 23Hierarchy of OrganizationCEOMR.FaisalFarooqGM GM GM GM Finance CorporateOperation Shop.0peration Marketing Administration Manager AffairsMr. Sohail Rana Mr. Omer Mr.Saad Zahoor Mr. Shahbaz Mr. Azam Mr. Hafiz Ishaq
  24. 24. [ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 24Motivation and RewardSpecial Discount Given To Employees:On the marriage of any employee of Nirala, a gift of 10 kg sweets are givenOn EID 1kg sweet is given as free to each employeeIn RAMADAN, employee s is given free if tar party.Companybeliefs according to team work:Team work, mutual trust and respect leads to personal growth and dynamicimprovements in organizational team work.Team work shifts the culture of organization into a more productive atmosphere.They strongly believe on friendly environment.Effects of team work on company:Less duplication of work and rework.Improved moraleGreater efficiencies in processes.Less office miscommunication.Greater profitability.
  25. 25. [ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 25DepartmentsLike any professional organization, the working at Nirala also follows a well plannedorganogram. The Nirala Group comprises of the following departments:AdministrationEfficient management of all administrative affairs of Nirala Group of Companies is the job ofthe Administration department. From legal matters to general day-to-day operations of theoffice, the Administration department ensures that all affairs run smoothly.Finance & AccountsThe Finance and Accounting departments at Nirala are responsible for the total financialmanagement of the different businesses of the Group. From the usual accounting statementsand sheets to risk and portfolio management, the team ensures that every rupee coming intoand out of the Companies pockets is properly documented and audited.Human ResourceThe Human Resource department at Nirala spearheads the recruitment process to ensure thatthe finest human resource is taken on board at Nirala. Resumes of candidates are carefullyfiled and documented for current or future reference. The department, besides carrying outsuccession planning, maintains and implements HR policies pertaining to employment,retention and superannuation. Assessing training needs of employees and ensuring adequatetraining is also carried out by the professional HR team at Nirala.MarketingConsisting of leading marketing professionals of the industry, who are graduates of topbusiness schools of Pakistan, the Marketing Department ensures that from product need
  26. 26. [ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 26identification to product development, launch and post-launch, all strategic decisions are madebased on authentic information and research. Identifying the target markets, effectivelycommunicating to them and building the image of the brands as well as the Companies, is thejob of the professionals running the marketing at Nirala.Milk ProcurementAs more than 90% of our food products are milk based, the entire Milk Procurementdepartment plays a critical role in defining the quality of the end product that reaches ourcustomers. Ensuring regular collection of fresh and pure milk right from the farmer to thefactory and ascertaining the freshness of milk all across the milk procurement process, is theresponsibility of Milk Procurement department, consisting of food technologists working at thecollection centers and veterinary doctors providing service to the farmers.MISThe MIS department at Nirala ensures that all automation is running error-free at all times.Regularly modifying and updating the Companys accounting software is also the MIS teamsresponsibility.ProductionModern technology is part and parcel of Production at Nirala. More than 20% of Mithaiproduction at Nirala Sweets is carried out at automated plants, either imported from abroad orcustom-made in the country. Fresh and crisp snacks products of Nirala Snacks (Pvt.) Ltd., areprepared and packaged on modern machines as well. As far as Nirala Dairy (Pvt.) Ltd., isconcerned, the state-of-the-art plant set up at Tandlianwala near Faisalabad, has a processingcapacity of more than 300,000 litres of milk per day, making it one of the largest in thecountry. Professionally qualified human resource efficiently works night and day to maintainhighest hygiene standards.Quality AssuranceQuality Assurance is strictly followed in all companies of Nirala Group. Be it Nirala Sweets,Nirala Dairy or Nirala Snacks, qualified food technologists at this department ensures thathighest quality parameters are adhered to through all steps of production and that the productsreach the consumers as per promise.Retail StoreWhereas Shop Operations is the sales force of Nirala Sweets, the Retail Sales are responsiblefor the sale of all products of Nirala Dairy and Nirala Snacks at all leading retail outlets in thecities and towns where Nirala has entered. At the moment, Nirala Dairy and Nirala Snacksproducts are sold at more than 30000 retail shops across more than 50 cities of Pakistan.Shop OperationsAll operations of Niralas 22 company managed outlets are run by the shop operationsdepartment. This department, in simpler terms, is the sales force of the business. It includesprofessionally trained front-line salesmen at the shops, experienced floor managers, areamanagers, headed by a General Manager. Identifying strategically new locations and opening
  27. 27. [ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 27new shops is also done by this team.Store & ProcurementThe Stores & Procurement department working under Nirala Sweets is responsible primarilyfor procurement of all raw and packaging material and keeping its record for Nirala Sweetsand Café Gowalmandi.Supply & DistributionThis department falls under Nirala Sweets and ensures timely and effective distribution ofthe products to the chain of Nirala Sweets stores spread all across Pakistan. Fromtransportation management to obtaining route permits and approvals, is done by thisdepartment.BCG Matrix1.Stars(=high growth, high market share)Nirala UHT and SWEETS are the most well known and running products of NiralaPrivate Limited in the market. They give the best production and they have the most salesover the other products2.Question Marks(= high growth, low market share)Nirala SWEETS and Nirala SNACKS are in the category of question marks becausethey have low market share but have high growth specially (sweets). After the productionand sale of UHT sweets and snacks give the advantage to the Nirala Private Limited.
  28. 28. [ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 283.Cash Cows(=low growth, high market share)Nirala BEVERAGES are in the category of cash cows. They have less production andfewer sales in the market because the competitors of Nirala BEVERAGES are more andit is not well known in the market.4.Dogs(=low growth, low market share)Nirala RESTAURANTS are in the category of dogs. They are not much published andare not well known among public because people prefer the well knownRESTAURANTS but Nirala is working hard on their RESTAURANTS.
  29. 29. [ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 294 Products of OrganizationThere are a lot of products of Nirala private limited but we are only describingfour of them:1.Mithai2.Snacks3.Dairy4.Beverages
  30. 30. [ENTREPRENUREAL ANS SMALL BUSINESS ]NARALA SWEETSThe Institute of Management Science, Lahore Page 30MithaiIt all began in 1948 when the entrepreneurial Ustaad Taj Din migrated from Amritsar,India and started a breakfast joint in Mewa Mandi of Lahore. The uniqueness of the tasteoffered at the joint made it so popular that Taj Din soon decided to venture into Mithai aswell, and opened a shop on Fleming Road in Lahore. The mithai tasted so different thathe chose to call it Nirala … Today, over half a century after; the Nirala name has come along way. Having won the trust and admiration of millions of customers across thenation, Nirala has also gone international with 2 shops in Dubai and Sharjah.Nirala Sweets is now all set to launch its operations in North America and UK soon.Today, Taj Dins family has evolved the business into an ever growing empire. Inductingexperienced professionals in the team, Nirala has grown from a small Mithai vendor to37 outlets in the country and 2 in the UAE. Nirala Sweets proudly offers more than ahundred varieties of Mithai to satisfy any taste. Our belief in nothing but the bestensures that every experience with Nirala Sweets is as sweet and tasty as ever and thatquality is never compromised. Nirala Sweets is not just a name. It is a tradition, a trustand an integral part of your joyful memories.• Regular Mithai• Special Mithai• Sugar-free Mithai• Cold Range• Complete Range
  31. 31. [SUPPLY CHAIN MANAGEMENT ] ORIENT CRM PROJECT REPORT31SnacksOur saltish range is one of the best and can be had with a cup of tea, coffee ora refreshing drink. An ideal snack prepared in natural oil to invigorate you andprovide utmost fulfillment, our snacks range consists of Chips, Dal Masoor, DalSafaid, Mongra, Namek Paray, Samosay (Potato and Chicken) and Sawaian, andare available across Pakistan from Nirala outlets as well as leading retail stores andsupermarkets.• Nirala Snipz• Nirala Snipz Torpedoz• Nirala Khata’ees• Nirala Pheonian• Nirala SamosaDairyAn integrated milk & milk powder processing plant has been set up atTandlianwala, near Faisalabad, under the name of Nirala Dairy (Private) Limited.Nirala Doodh, the UHT packaged milk of the Company was launched in June2005 and is now the favourite brand in many households. This is due to thestrict quality measures that the Company religiously adheres to. Nirala Desi Ghee(Butter Oil) was launched earlier and is leading the market in its category due to issuperior quality and taste. Many more products in the dairy range are being
  32. 32. [SUPPLY CHAIN MANAGEMENT ] ORIENT CRM PROJECT REPORT32developed and will be launched shortly.• Nirala Doodh• Nirala Cream• Desi GheeBeveragesAt Nirala, we believe in consistent expansion of our product range as perthe expectations of the modern consumer.Our beverages line is yet another addition to the wide range of products relished by ourprestigious consumers.Rabri Milk:Traditional, cool and refreshing Lahori milk drink has been developed by NiralaSweets to provide our valued consumers with yet another product they can savor.Enjoy the chilled, energetic and nourishing Rabri milk available at all Nirala Sweetsoutlets throughout the year. With low fats and a smooth-as-silk texture, our Rabri Milkis lighter on the stomach and is the ideal drink to refresh you on hot and humidafternoons.Bouncer:Nirala’s juice by the name of Bouncer is an exciting treat, yet nourishing and naturallyfruitful. It is becoming fairly popular especially amongst kids because of its refreshing& energizing flavor. It is packed in a 6-layered Tetra Pack brick aseptic packaging.Nirala Pani:Living up to our legacy of invincible quality, we bring for you Nirala Pani, to refreshyou anytime, any where.
  33. 33. [SUPPLY CHAIN MANAGEMENT ] ORIENT CRM PROJECT REPORT33FUTURE PLANS• To promote Nirala diaries by offering its customers finest quality ofUHT milk• To use the recognition to improve its operations.• The company plans to expand nationality with a wider presence inPakistan as well as to expand its organizations in the Europe andUnited States.• They have planned to promote different products of nirala by offeringfree gifts to its customers with some productsFive ForcesFour forces -- bargaining power of customers, the bargaining power of suppliers, thethreat of new entrants, and the threat of substitute products -- combined with othervariables to influence a fifth force, the level of competition in an industry. Each of theseforces has several determinants:The threat of entry:™ Economies of scale e.g. the benefits associated with bulk purchasing.™ The high or low cost of entry e.g. how much wills it cost for the latesttechnology?™ Ease of access to distribution channels e.g. Do our competitors have thedistribution channels sewn up?™ Cost advantages not related to the size of the company e.g. personal contacts orknowledge that larger companies do not own or learning curve effects.™ Will competitors retaliate?™ Government action e.g. will new laws be introduced that will weaken ourcompetitive position?™ How important is differentiation? e.g. The Champagne brand cannot be copied.This desensitizes the influence of the environment.
  34. 34. [SUPPLY CHAIN MANAGEMENT ] ORIENT CRM PROJECT REPORT34The power of buyers:™ This is high where there a few, large players in a market e.g. the large grocerychains.™ If there are a large number of undifferentiated, small suppliers e.g. small farmingbusinesses supplying the large grocery chains?™ The cost of switching between suppliers is low e.g. from one fleet supplier oftrucks to another.The power of suppliers:™ The power of suppliers tends to be a reversal of the power of buyers.™ Where the switching costs are high e.g. switching from one software supplier toanother.™ Power is high where the brand is powerful e.g. Cadillac, Pizza Hut, Microsoft.™ There is a possibility of the supplier integrating forward e.g. Brewers buying bars.™ Customers are fragmented (not in clusters) so that they have little bargainingpower e.g. Gas/Petrol stations in remote places.The threat of substitutes:™ Where there is product-for-product substitution e.g. email for fax where there issubstitution of need e.g. better toothpaste reduces the need for dentists.™ Where there is generic substitution (competing for the currency in your pocket)e.g. Video suppliers compete with travel companies.™ We could always do without e.g. cigarettes.Competitive Rivalry™ This is most likely to be high where entry is likely; there is the threat of substituteproducts, and suppliers and buyers in the market attempt to control. This is why it isalways seen in the center of the diagram.™ Number of competitors™ Rate of industry growth™ Intermittent industry overcapacity™ Exit barriers™ Diversity of competitors™ Informational complexity and asymmetry™ Brand equity™ Fixed cost allocation per value added™ Level of advertising expense
  35. 35. [SUPPLY CHAIN MANAGEMENT ] ORIENT CRM PROJECT REPORT35Marketing StrategyIndustry analysisSweets (mithai) is in our culture for centuries. It is our cultural heritage; people of our regionhave different taste in sweets as compared to west. The western people eat chocolate assweets but in our region sweets are mithai. So in every town every city of Pakistan thesesweets shops are seen. Lahore and the people of Lahore are known for their tastes and eatinghabits so there are many small scale sweet shops in almost every area. Nirala has also startedas a small shop in Lahore but with changing market conditions with increase in purchasingpower of customer and their every day changing taste buds nirala has also improved.Although the tastes of customers in many other dishes are changing people now a days areeating fast foods and liking Chinese and western dishes rather than our typical eastern orPakistani dishes, like we have seen many western dishes in our wedding occasions whichshows the changing consumer needs. But this trend is not in sweets industry the habit ofeating sweets is very much in like centuries before. It is the most essential component ofwedding no wedding, no ceremony or other occasion of celebration is complete with outsweets. with the ever increasing purchasing power people are purchasing sweets in bulk form.Although the industry of sweets is century old but it is not fading with the time it is gettingrich day by day.Strategic Situation AnalysisNow a daysNirala is known as the most well known brand n sweets industry catering thehigher end of the market continuously improving and expanding. If we talk specifically aboutthe sweets market we find that Nirala is facing competition from two sides those whospecifically produce deals in sweets and those who produce sweets in addition to other mainproducts.• The most direct competitors are no where near to Nirala. Nirala’s revenue is much aheadthan others their branch network is also large expanding every day from cities of Pakistan toother countries in middle east and now to Europe. Therefore Nirala is only Pakistan sweetcompany which is also in west, as they are opening new shops in U K and Canada very soon.This shows the immediate competitors and Nirala position which are no where near. BecauseNirala has proper setup in the form of fully developed company with departments whichcontrol the different activities from procurement to manufacturing till final selling tocustomer like any other multinational organization. They are fully equipped with latesttechnologies and manufacturing plants, but their competitors are only targeting small segment
  36. 36. [SUPPLY CHAIN MANAGEMENT ] ORIENT CRM PROJECT REPORT36of the market they are not been upgrading themselves that is why in the race of capturingmarket they are staying behind the market leader Nirala• Nirala has big threats in Pakistan from Gourmet and Shezan bakers in sweets as these arethe only few stores who are catering the same market as Nirala is doing. They also have wellestablished brand name and image. The quality of their products is also not less than Nirala.their branches are also not less than Nirala especially Gourmet which is doing businessexpansion at fast pace. The organizational structure of Gourmet is well established and theirbrand image and perception is also strong so Gourmet can be the biggest threat for Nirala.Market Vision, Structure and AnalysisSweets industry in Pakistan is growing. Mithai is used in Pakistan on weddings, celebrationsand other happy occasions. There are many sweets shops in Lahore only. Nirala is in thisindustry for many decades they been serving this industry effectively.Segmenting MarketThere prices of Nirala products are higher as compared to their main competitors andsecondly they shops and stores are mainly located costly areas of cities. Keeping these factorsin view we can say that there target market is upper middle to upper class.Continuous Learning about The MarketNirala is different from others because they have been continuously upgrading themselvesover the years. They started their business from the inner city congested locality as traditionalsweet shop mostly found in cities doing small scale business and selling only mithai relatedproducts or dairy products.But Nirala has learned a lot from the changing tastes of their customers and their preferences.They changed their stores outlook made them more modern and updated and introduced moreupdated functions in stores operation. They have been successfully able to shift their smallscale business to a company level business. Their initial area of business was their hometownLahore, but they successfully expanded their business to other big cities of Pakistan.Secondly they continuously keep working on their products and for over the years been ableto launch different successful products in market. Their major focus is on quality of theirproducts so to maintain strict laws of quality they have separate quality control department.
  37. 37. [SUPPLY CHAIN MANAGEMENT ] ORIENT CRM PROJECT REPORT37The other example of their continuous learning about the market is their successful launch ofsnacks product category and their dairy products. They launched Nirala milk in the market afew years back although their milk was not the big success as it has to compete industrygiants like nestle, haleeb etc. but their snacks category is successful and been able to capturea large portion of the market. These snacks are not only available at Nirala stores but at someother stores also.DESIGNINIG MARKETING STRATEGYMARKET TARGETING AND STRATEGIC POSITIONINGIf we analyse the nirala target market we came to know that its target market is mainly themiddle, upper middle and the upper class. We come to know about this when we analyze itssweets prices which are much higher then its main competitors, the quality and the variety ismuch richer than the others. Secondly major nirala stores are located at the costly areas ofcities. They store environment and the level of cleanliness and the behavior of their staff isnot less than any international product shops. The other most important point is theircorporate clients which include companies big and multinational companies and some bigbanks also. Nirala sweets provide these big companies sweets on their functions and alsotheir desired packing. These companies order nirala for the sweets and snacks and nirala earna large portion of their revenue from these corporate clients .BRAND IMAGESo by analyzing all these unique features of nirala business the immediate positioning ofnirala came to mind is that• It is sweet store which gives complete range of sweets,• Employees in a uniform neat and clean.• Nirala sweets are high quality sweets and full of freshness and taste.• Their packaging styles are highly personalized according to the choice of customer and
  38. 38. [SUPPLY CHAIN MANAGEMENT ] ORIENT CRM PROJECT REPORT38related to the event. Price vise their positioning as already said is higher price targeting higherclass of SEC.MARKETING RELATIONSHIP STRATEGYNirala is practicing the marketing communication tools in the form of hoardings, leaflets,banners, magazines, newspapers and on public transport. In addition to it they also havingpromotional activities which are discounts on the bulk purchase, wedding offers, freesampling on the launch of new product.Although all these tools are very good and efficient and nirala been able to raise their salesover the years. But in spite of all these they haven’t been able to develop TV advertisementcampaign. This is seen in the case of nirala milk as it is not been successful enough in themarket as nirala didn’t have any advertisement in TV for nirala milk.Target Market AnalysisDemographics:Mithai is a product well-known among all age group people.People of all:AgeGenderGenerationFamily SizePeople belong from all ages generally love sweets and our core products so there is noexception likewise teenagers like it whereas old people don’t like it, but in one sense Nirala istargeting more towards people belong from age group approx 10 to 50 years i.e. includingteenagers, youngsters, mature people however age group exceeding 50 years i.e. old usuallysuffer from different sugar prohibit diseases. So this sector is a low consumer of theirtraditional product.Gender is not an issue at all. Both genders came in the sphere of Nirala’s target.New generation is more concern about new taste and looks, Nirala seems quite consciousabout this factor. It is continuously modifying its products according to the changing needs ofthe new generation i.e. virtual placement in order to facilitate the customers worldwide.Being a server of eastern society like Pakistan where family size is usually large which meansstrong concern about events and occasions. Nirala as one of the largest sweet dealers was
  39. 39. [SUPPLY CHAIN MANAGEMENT ] ORIENT CRM PROJECT REPORT39always be there to facilitate them i.e. whether it’s a joyful moment like marriges or a momentof sorrow.Geographic:Nirala is targeting mostly the urban areas all over PakistanLahoreKarachiIslamabadRawalpindiFaisalabadSialkotKasurMultanGujranwalaNirala is expanding its network globallyDubaiSharjahUK (opening soon)Canada (opening soon)Psychographic:Marriges, cultural occasions and personal events are the events from which no social classcan be excluded. However being a sole marketer of high quality which ultimately leads tohigher price, Nirala’s focus is more towards society’s middle and upper class.Media GraphicsHoardingsBannersLeafletsMagazinesNewspaperAdvertisement on public transportCompetitor AnalysisCompetitors:Direct competitors of Nirala Sweets include:Rafique SweetsFazal Sweets
  40. 40. [SUPPLY CHAIN MANAGEMENT ] ORIENT CRM PROJECT REPORT40S.W.O.T AnalysisStrengths:• Strong Brand Name.• Due to mass production the cost is reduced and it helps maintain the financials onsmooth flow.• Company has their own setup/ it is the family business resulting into independentdecision making.• It enjoys approximately 30% market share, which is greater than any othercompany in this business.• It has ISO 9001 quality assurance certificates in sweets lines or divisions.• Its brand is widely acceptable as a symbol of quality.• Company owned delivery vans for special occasions.Weaknesses:• Cannot take small orders with reference to home delivery.• NDPL (Nirala Diary Pvt Ltd.) & NSPL (Nirala Snacks Pvt Ltd.) still don’t havededicated structure of management.• Heavily financed by financial institutions.• Lack of inter-departmental coordinations.• The employee rewards/promotion process is inadequate.• The selling price is out of the reach of consumers from low income group wherethe sweet consumption is relatively higher.• No retention policy for the outstanding performers.• They have not promoted their Restaurant even people are not aware; where therestaurant is located and to whom (Nirala) it belongs.Opportunities:• Being one of the best mathai manufactures in Asia, the company has greatopportunity in the export market in Middle East, Canada, UK and USA.• NIRALA being the leader is far ahead from the competitors, there is no rival
  41. 41. [SUPPLY CHAIN MANAGEMENT ] ORIENT CRM PROJECT REPORT41company with in the country that can match the market share and productioncapacity. By increasing the number of production facilities the sales volumes canbe enhanced.• NIRALA is going into diversification by establishing restaurants, café, diarybusiness, snacks, etc which will improve their business turnover and profitability.Threats:• Primary Competitors in sweet business like Gourmet bakers, Fazal Sweets, andsecondary Shereen Mahal in addition of their growing branches.• Products of other bakeries and Methai Shops are cheap.• Taxation in advertisement is increasing the marketing cost hence, reducing theprofits.• Strong and established competition in Milk industry like CDL Foods and Nestle.• In snacks they would be facing antagonism by companies like Tripple Emm andSaigol Foods Ltd.ConclusionResearchis the key device to sort out that what problems an organization is facingin the existing market situations and to suggest the solution to these problems thisresearch is conducted about the management structure of Nirala (pvt) Ltd, one of themost progressing company in Pakistan, which has experienced tremendous growthover the period of past ten years.Nirala is a distinguished brand in Pakistan. NIRALA claims that “we don’tcompromise on quality”, and it is proved to be right, that is why it is growing dayby day.Nirala Sweet is an excellent sweet mart with the a large variety of sweets.Running in an advance and computerized database management system which makesit easier for them to manage the entire operations of the company.
  42. 42. [SUPPLY CHAIN MANAGEMENT ] ORIENT CRM PROJECT REPORT42They are opening new branches internationally which no other sweet mart isproviding which helps them in reaching to those Pakistani’s who live out of countryand want to enjoy Nirala.Nirala is market leader and they have no GAP relevant to their customer needs sincethey are catering to the needs of the customer and by getting regular feedback they aretrying to eradicate their weak areas.They are fulfilling their promises regarding their claims which they are giving to theircustomers and when they fulfilling it that means that they are satisfying theircustomers.RecommendationsThey should review the costs of their products since they are targeting the higher classand upper middle class so that’s why the rates are high as compared to theircompetitors which makes it difficult for the people with medium income and lowincome. If they review their costs and cut down a little bit on their prices then theycan cover a much more number of customers and their sales will increase.By adopting reduce price strategy they can make more and permanent customers. Notonly more customers will come there will be increase in the number of loyalcustomers as well.They have to acquire new technology for production if they don’t move towardsacquiring new technology then they wont be able to meet the needs of customers.Sales promotions like prizes, lucky draw schemes should be introduced to attractmore customers and involve kids and children to increase sales.Enter in the bakery products is a very good option for nirala since they are doinggood and by entering into baker would increase their range and it would give abroader view of the company to the consumer.Must capture some special events like local sports series, convocations & charitiesshows by sponsoring these shows as would give a good image about the company tothe consumer.Reference:
  43. 43. [SUPPLY CHAIN MANAGEMENT ] ORIENT CRM PROJECT REPORT43Narala Sweete official websitewww.narala.comwww.slideshare.comwww.google.comwww.down.comEmail ThisBlogThis!Share to TwitterShare to FacebookNewer PostOlder PostTime and DateWordpress Theme By - Themelabs . Converted To Blogger Template by AnshulDudeja

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