1: INTRODUCTION:

METRO Cash & Carry – this name stands for one of the great success stories in modern
commerce. The unique wholesale business-to-business model of METRO Cash & Carry is
focused only towards professional customers such as hotels, restaurant, and caterers as well as
small and mid-sized retailers. METRO Cash & Carry offers this target group a greater efficiency
than the multilayered supply chain thus helping them to improve their business: By offering them
a one-stop solution for their purchases, by helping them to improve their assortment, by offering
them high quality products at reasonable and
transparent prices and by offering them a consistent
supply source.

METRO Cash & Carry is a reliable partner for more

than 20 million professional customers worldwide. It
gives them a clear competitive advantage in their own
markets. Professionals can purchase everything they
need to run their business: A restaurant owner, for
example, can buy food like fish or vegetables as well as kitchen equipment and office supplies. 

METRO Cash & Carry offers an exceptionally wide range of high-quality products under one
roof. Depending on the size and type of wholesale center, the assortment includes up to 20,000
items in the food range and 30,000 items in the nonfood sector. As the name implies, METRO
Cash & Carry customers select their own items and take them with them to their restaurants and
shops. With this unique business-to-business concept, the company has grown to become a
leading international player in self-service wholesale.

METRO Cash & Carry Islamabad:

METRO Cash & Carry, the international leader in self-service wholesale, opened its first outlet
in Islamabad on 3rd April, 2008 in Sector I-11/4, near the Railway Carriage Factory. The
company exclusively caters for professional customers like hotels, restaurants and small retailers
like Kiryana stores. This is the second wholesale centre of the company in Pakistan after Lahore.
It provides 20,000 foods and non-food items under one roof. The assortment and services are
tailored to the special needs of this target group. Islamabad is METRO Cash & Carry’s second
wholesale centre in Pakistan.

HISTORY METRO Cash & Carry:

METRO Cash & Carry is a leading international company in self-service wholesale and operates
more than 600 outlets in 29 countries. With over 100,000 employees worldwide,
the company achieved sales of € 31.7 billion in 2007. By generating almost 50
percent of the total sales, METRO Cash & Carry is the top-selling sales brand of
the METRO Group. Assortment and service of METRO Cash & Carry’s unique
business-to-business model are targeted only towards professional customers
such as hotels and restaurants as well as small and mid-sized retailers or
institutions. The company offers these special groups a high level of assortment
competency both in food and nonfood as well as attractive wholesale prices. An efficient and
internationally conferrable concept ensures success in entering new markets. 

METRO Cash & Carry 10 Basic Business Principles:

The success of the company is based on the following principles;

 • Focus on professional customers 

 • One-stop shopping 
 • Efficient store concept designed for professional needs 
 • Advanced customer service 
 • Enhanced customers’ competitiveness
 • Excellence in supply chain and quality management
 • Strengthening of local suppliers
 • Development of national infrastructures
 • Career opportunities
 • internationally transferable concept

2: METRO CUSTOMERS:

METRO Cash & Carry customers are registered and provided with a customer card. Metro core
customers are small and medium-sized traders as well as hotel, restaurant and catering businesses
and other companies and institutions. For them the METRO Cash & Carry distribution network
promises much greater efficiency than the multilayered supply chain. They can purchase goods
more flexibly and at more favorable prices, compared to traditional procurement sources. This
enables METRO Cash & Carry to strengthen the competitiveness of its professional customers.

METRO Cash & Carry’s customers select their merchandize at the centre in the quantities they
need, pay in cash and transport it all back to their businesses by themselves. All product
categories are offered on a permanent basis and in large quantities.

10 Reasons of Customer Retaining at METRO:

  • Lowest possible prices   • Free parking

  • Stock availability   • After sales services
  • One-stop shop   • Promotional activities
  • Extensive business hours   • Simple but comprehensive billing system
  • Quality guarantee     • Great value for money

3: METRO PRODUCT RANGE:

METRO has Two Wide Range of Products.

  Food Range Products
 Non Food Range Product
 Food Range Products: In the food range, freshness is our first priority. This is
guaranteed by the efficient supply-chain and quality control management we have in-
place.

 Non Food Range Products: In non-food, we offer only products that are up-to-date
in terms of technology and design, and meet all safety standards.

 FOOD:

At the METRO wholesale center I find a wide range of food products

Dairy, Frozen Products:

METRO offers an all-new assortment of cheese and dairy products sourced from across the
globe which includes a delectable range of fine cheese, rich cream, butter and other exciting
gourmet products - all available to suit your needs.
The range includes: Cheese, Butter, Eggs, UHT Milk, Cream, Pasteurized Milk, Yogurt, Chilled
Ready Meals, Drinks, Ice Cream, Frozen Vegetables & Fruits and Frozen Ready to Serve.

Meat:
All types of Halal Meat (Fresh, Frozen, Processed) is available in a temperature-controlled
environment. Availability of premium quality meat is ensured through reliable supply chain
procedures and strict quality assurance measures, right from live stock procurement to end-
product at our center. A variety of meats is available in different cuttings of Mutton, Beef and
chicken to cater the needs of our professional customers
The assortment comprises a wide range of meat from local breeds;

- Mutton: (Bakra, Chatra, Dumba)

- Beef: (Bachra, Katta, Cow, Buffalo)
- Chicken: (Broiler, Desi)

All meat products are packed in a hygienically controlled environment

Fresh Fish & Seafood:

An assortment of high quality seafood, obtained through local and international sources, is
available at METRO Cash & Carry. The seafood is offered in different forms such as alive,
fresh, frozen (raw & marinated) and delicatessen.
Quality and freshness is guaranteed through proper handling at source and through strict
temperature control all along the supply chain. The seafood is cleaned, graded and packaged
conveniently and is consistently available throughout the year. 

Fruits & Vegetables:

Fruits and vegetables sold at METRO are sourced directly from growers. State-of-the-art
technology is used to maintain freshness and quality while availability is guaranteed by keeping
the products under a cool chain. METRO has its own system for quality analysis and checks.
Fruits and vegetables presentation and packing are designed to make life easier for our
customers. There is a wide range of local and imported products available under one roof.
Edible Groceries, Canned Goods and Bakery:
Edible Groceries include all such items that are consumed in every part of Pakistan on a daily
basis, such as Sugar, Vegetable Oil, Rice, Spices, Flour, and many other products. A wide range
of grocery items are available under one roof at METRO centers with a mix of local & imported
brands. 
The Canned Goods category offers Jams, Ketchup, Sauces, Canned Fruit and Vegetables, Pet
Food, Canned Fish and other canned food products. In the freshly baked category, all kinds of
breads, cakes, biscuits, etc. are available.

Sweets and Confectionary:

The assortment includes: Biscuits, chocolates, toffees, chewing gums, candies, tea, coffee, cocoa
powder, crispies, Nimko, powder drinks and dried fruits and nuts.

General Grocery:
Under this category, the products offered include:
Canned Goods - Fruit, Vegetables, Meats & Meat Products, Pet Foods
Edible Grocery - Oils, Cereals, Coffee, Tea, Biscuits, Spices, Seasonings, Sugar, Sauces,
Pickles, Noodles, Soups, etc.

Tobacco and Beverages:

The category offers a wide variety of Carbonated Soft Drinks, Bottled Water, Juices, Energy
Drinks, Squashes, Syrups & Concentrates, Non-Alcoholic drinks and cigarettes. 

Detergents:
Detergents include all products that come under Cleaning & Caring. METRO Cash & Carry
offers a wide range of national and international brands are made available after understanding
the needs of our customers. This category includes: Laundry Detergents, Fabric Caring Agents,
Dish Washing Agents, Hygiene Papers, Paper Products, Shoe Cleaning & Caring, Insecticides
and Disposables.
Cosmetics & Toiletries:
Cosmetics and toiletries included articles related to personal care and hygiene. Our focus on
understanding the needs of our customer enables us to build assortment that becomes business
solution for our customers. The articles in this category include: Baby care products; Bath and
shower products; Color cosmetics; Deodorants; Depilatories; Fragrances; Hair care products;
Men & Women grooming products; Oral hygiene; Premium cosmetics; Skin care and Sun care
products.

 NON FOOD:

METRO offers a wide range of Non Food products.

Office Equipment:
METRO caters to the needs of modern business by providing a wide range of office equipment
and materials. These include: Computers, Accessories, Printers, Mobile phones, Fixed Line
Phones, Faxes, School Products, Copy Paper, Packaging Materials, Office Supplies, POS
material and Stationary. All major brands are available under one roof, such as HP, Samsung,
LG, Motorola, Nokia, Aurora, Sigma, Max, Pelikan, Piano, Picasso, etc.

Media Radio & Accessories:

METRO offers all the famous brand names such as Samsung, Sony, LG, Philips, Olympus,
Nikon, Yashica, Nobel, Fuji, etc. The product range includes TV sets, DVD Players, Home
Theatre, Hi Fi, MP3/MP4 Players, Digital Camera, Camcorder, Game Consoles, Car Audio,
Batteries and Chargers, Books, Journals, Magazines, Newspapers, Recorded, Unrecorded Media
and Storage Media. METRO prides itself in bringing the latest technologies & innovations to its
customers. 
Home Electronics/House Hold:
A wide range of Home Appliances such as washing machines, refrigerators, freezers, cookers,
microwave ovens, air conditioners, built-in appliances, hand blenders, mixers, deep fryers, irons,
vacuum cleaners and all small electric appliances. All leading brands such as LG, Samsung,
Mitsubishi, Haier, Dawlance, PEL, Panasonic, Siemens, etc. are available at most reasonable
prices. 

Household Goods:
The Household range includes products from pots and pans and chaffing dishes to commercial
tableware and glasses for Hotels, Restaurants and Caterers. The selection includes brands in the
following segments:

 Pots & Pans (Tefal, Sonex, Majestic, Prestige)

 Tableware (Luminarc, Clayworks)
 Glass (Pasabache, Bormioli Rocco, Toyonasic, Ocean)
 Cutlery & Cutting Tools (Cocktail, Kiwi)
 Kitchen Utensils & Serving Articles (Fackleman).
 The range also include decoration products (Walther Glass),
 Candles
 Cleaning items.

Home Improvement/DIY (Do it yourself):

The Do It Yourself (DIY) department caters to all home improvement needs under one roof with
strong competitive prices in both local & international brands. Categories available:

 Lamp fixtures, lamps & bulbs (OSRAM, PHILIPS)

 Electrical items (BUSH) Bathroom & Sanitary (Faisal & ICL)
 Flooring (Krono Flooring)
 Paints and painting accessories (ICI,Master Paints)
 General use and specialized hand tools (Stanley)
 Power tools (BOSCH, Black & Decker)
  Generators (Honda) and operating equipment.

DIY also offers a wide range of car interior and exterior equipment, car care solutions
(MOTHERS, COSMIC) and good quality tyres at low rates (GOODYEAR, NEXEN).

Home Textile/Home Decoration:

METRO offers a comprehensive array of Bed Linen, Towel, Quilts, Cushions, Blanket, and
Table cloth, Carpets, Mattress and Office Furniture to suit domestic and commercial needs 

Ladies wear/Men’s wear/Children’s wear/Shoes/Luggage:

The Apparels Division at METRO offers a wide variety of brands and high quality products at
wholesale prices. The Ladies wear category offers both Eastern and Western wear. Men’s wear
offers top brands such as Wrangler, Bonanza, Leeds, etc. for formal and casual wear. The
Children’s wear section offers Skids and Colors and a modern collection of shoes under such
brands as Servis, Bata, and Starlet. The luggage category besides American Tourister, Eminent
and Lambertazzi (a METRO brand) are available. 

Sports & Seasonal:

This section offers high quality Gym Accessories, Motorcycles, Sports Apparel, Swimwear and
Sports Shoes. There is a complete collection of top brands is available at compatible prices, such
as Puma, Servis, Cheetha, and Ihsan Sports, besides Pak Hero motorcycles. The section also
offers a complete range of imported Garden Furniture and Accessories, Lawnmowers, Camping,
Water Sports, BBQ, Decoration Items, Artificial Flowers and Planting Pots. Additionally, some
leading brands that are available include Barbie, Disney, Fisher Price, Hot Wheel and Leapfrog

METRO Own Brands:

In several food and non-food product categories METRO Cash & Carry offers a wide range of its
own brands. These brands are highly popular across the globe.

The availability of these brands allow our customers to save money without compromising on
the quality for which we are famous and feel proud of it.
4: METRO PIRCE STRATAGIES:
At Each METRO store is tailored to address the needs of professional customers. METRO offer
a wholesale price that leaves the customer room for healthy margins and provide a one-stop-shop
for the customer. The pricing strategies set by METRO is classified as;

 Food Range Product Pricing

 Non Food Range Product Pricing

a) Food Range Product Pricing:

In the food range product pricing METRO is the Pakistan one of the largest store that
provides the platform to the consumer and the customers to buy in bulk at whole sale pricing.
In this aspect the metro is also providing the free pricing edges to its professional customers.

b) Non Food Range Product Pricing:

In non food rang products the profit earnings margins are less and cost recovery is the main
thought for every typical business owners. In METRO the pricing strategies for the non food
products are set according to the professional customers need & wants according to the
market situations because the non food products business the pricing is based on influences,
seasons, and events etc.

5: PRODUCT DISTRIBUTION AT METRO:

The production distribution at METRO is totally based on the services and quality. The product
distribution includes;

 Logistics
 Food Item Distribution
 Non Food Item Distribution

LOGISTICS:  
The logistics include the;
 Supply Chain Management
 Cold Chain Management

Supply Chain Goal:

The goal of Supply Chain at METRO is to efficiently handle thousands of orders, shipments and
deliveries and ensure that goods arrive at the right place at the right time. Supply Chain
Management plays an important role in our high-performance logistics system and enhances our
capacity to supply food and non-food products on a daily basis with consistent high quality,
diversity and freshness.

Cold Chain Management:

The distribution of products that are temperature-sensitive is a huge challenge. Quality and
freshness can only be assured if the goods are constantly kept under a temperature controlled
environment, right from the time they leave the producer till they reach the customer.
At METRO Cash & Carry Pakistan, the warehousing and transport for frozen and chilled
products is ensured at a constant temperature (in minus or plus degrees), according to product
requirement. Temperature monitoring is done manually and by computerized mechanisms, both
during transportation truck and in cold storage.
 A. Fruits & Vegetables: For the first time in Pakistan, METRO Cash & Carry offers a
platform for Fruit & Vegetables equipped with modern accessories for product
processing. This ensures hygienic, temperature-controlled, clean and packed fruit and
vegetables as per international standards of Hazard Analysis of Critical Control Points
(HACCP).
B. Live Fish: METRO Cash & Carry Pakistan offers live fish at Metro centers. Now you
can choose live fish of your choice and enjoy the taste of freshness

DISTRIBUTION OF FOOD & NON-FOOD ITEM AT METRO:

Food ITEMS:

1. Fresh:
The Fresh department comprises fresh meat, fish, fruit and vegetables and dairy section. Special
care is taken in handling, storage and maintaining freshness of products throughout their shelf
life. Freshness of food products is checked on a daily basis to make sure that no product is left on
the shelf that does not fulfill standard requirements of quality and freshness. Ultra fresh products
such as meat, fish, fruits and vegetables require special attention because of their delicacy and
sensitivity. These products are presented with guaranteed freshness while maintaining the natural
texture and flavor of the products through strict inspections and controlled temperatures.

These products are sourced from very carefully selected suppliers who are totally committed to
quality and hygiene and who have demonstrated their strength to fulfill Metro’s requirements for
quality, temperature control, process control and goods manufacturing and hygienic practices.
Slaughter houses and processing units are regularly audited by our Quality Assurance
department.
Metro Cash & Carry Pakistan has the highest concern for the health of customers and considers it
a social, ethical and moral obligation to make available the best of Nature’s products.

2. Dry Food:
The Dry Food department comprises edible grocery, canned goods, beverages, sweets,
confectionery, as well as detergents and toiletries. Special attention is given to the storage of
high quality grocery items such as rice, pulses, lentils, spices, etc., to maintain their colour,
texture, and aroma. A separate area has been designated for spices and nuts for the ease and
comfort of customers.

Imported canned goods containing meat and derivatives are very vigilantly selected, keeping in
view that imported meat products are purchased only from Halal-certified companies audited by
the recognized Halal certification bodies of their respective countries. We also maintain a list of
Recognized Halal Certification Bodies of different countries and ask the supplier to send us a
copy of their Halal certificate for verification.

Metro bakery is one of its kinds. All recipes, cooking temperatures and time are pre-defined.
Proper preparation control is done through fully mechanized plants. The hygiene and sanitation
standards are fully complied too and our staff is trained to fulfill such requirements.

3. Hygiene & Sanitation:

At METRO extra cautious about the hygiene and sanitation conditions to be ensured by suppliers
especially for fresh food items. Not only that we ask our suppliers to follow the quality,
Standards, & also apply strict hygiene and sanitation requirements in the day-to-day operations
of our stores. METRO only buy products that are hygienically prepared and properly handled at
source by suppliers and also ensure that sanitation measures are a key part of their production
and processing procedures.
4. Cold Chain:

A cold chain is a temperature-controlled supply chain. Correct temperature controls are

imperative to keep fresh food products in their original form till their shelf life. Therefore,
maximum importance is given to the cold chain to ensure that our fresh products such as meat,
fish, fruits, vegetables and dairy items, are produced, handled and transported to our stores
through the cold chain and proper records of temperatures are verified by recording the internal
temperature of the products at the time they are received. For this purpose all vehicles supplying
fresh products to Metro Stores are fitted with temperature loggers that automatically keep a
record of vehicle temperatures at certain time intervals throughout the journey. This is verified
by the Metro Quality Assurance & Operations staff. Inside the Metro centre, the cold storages
and selling areas are well-equipped to maintain the temperatures as required by each fresh
product.

Non Food ITEMS:

I. Quality:
METRO only select companies and products that fulfill basic quality requirements. Product
quality, durability, commitment and professionalism are the main driving force of our business.

II. Warranty & Guarantee:

METRO takes full responsibility for product warranties and guarantees, subject to certain terms
and conditions depending on the type and condition of the product at the time it is received.

III. After Sales Service:

METRO provide after sales service for certain electrical and electronic products as per the terms
and conditions.
6: METRO PROMOTION:

7: CRITICAL ANALYSIS OF METRO AS CONSUMER:

8: SWOT ANALYSIS OF METRO:

STRENGHT:

METRO is one of the leading whole sale store available at islamabad / Rawalpindi delivering the
qauality life product under one roof for the all kinds of customer in the professional way.
METRO Solgon CASH & CARRY reveals the positive image of brand promotion in the mind of
the customer.

9: CONCLUSION: