Verily my Lord understand best the

mysteries of

all that He planned to do. For verily He is

full

of knowledge and wisdom”.

(Al-Quran S.XII.100.)
Acknowledgement:
All praises to Almighty Allah who is “THE CREATOR” of whole of the
universe and admires to our Holy Prophet Muhammad (Peace Be Upon Him)
who taught us every thing of this life and the life there after.

Now it is our responsibility to convey the “WORDING OF SUCCESS” to

whole of the Ummah. As it was indicated in the last Address of our Holy
Prophet (Peace Be Upon Him). And the graves of “FELLOW BEINGS” are the
proof of the completion of this responsibility.

We are greatly indebted to our resource person “PROF. MEHROO

HUMAYUN” whose help and guidance enabled us to muster our courage and
findings in a presentable manner. His comprehensive teaching style also enabled
us to understand the subject of Marketing.

At Last but not least, we owe our special regards to our parents, sisters
and brothers, who always supported us and prayed for our betterment and
success.
Dedicated To:

Our Parents and Those Who

Have put all Their Efforts

To Make Us Able to Write

These Words of Gratitude

TABLE OF CONTENTS
Sr# Description Page
1 Introduction 1
2 History 1
3 Modern Nirala 4
4 Vision 5
5 Core Values 5
6 Branches 5
7 PEST Analysis 6
8 Organizational Culture 7
9 Planning 9
10 Techniques For Assessing Environment 9
11 SWOT Analysis 10
12 Work Force Diversity 12
13 BCG Matrix 12
14 PORTER Industry Model 13
15 Organizing 14
16 Organizational Structure 17
17 Organizational Design Decisions 19
18 Human Resource Management 19
19 Training Need Assessment 20
20 Leading 21
21 Conclusion 22

HISTORY
Before 1984, Mr. Nawaz Chatha was the employee of the Shezan bakers at the
post of Manager. When he was performing his job, he decided to start his own
business separately because he was expert dealer, a technical supporter and
maintained check-in balance of every branch.
Mr. Nawaz Chatha started his business from one unit in Muslim Town with
bakers. When owner saw that business was earning maximum profit then he
decided to introduce new product i.e. SWEETS and start selling as a
complimentary line. And after SWEETS, the company introduced MILK and
then ICE-CREAM.
This made Gourmet more accessible to the rather modern areas of Lahore and
gave its name a further boost in 1987-93.
 INTRODUCTION
Mission Statement

Vision

CORE VALUES
The core values, known as the Spirit of Gourmet within the organization
have not changed over the generations. These values were and still are what
makes Gourmet the market leader.
  Integrity
 Innovation
 Team Work
 Continuous Improvement
 Social Responsibility
 Best customer services
 No usage of chemicals in their products

BRANCHES
WITH IN PAKISTAN

 LAHORE
Total branches are 63 in Lahore and 7 are under process and 100 are expected
in near future. After their successful 70 branches, they will start their business
in other cities of Pakistan and afterwards internationally in future.

MAIN BRANCHES

Branch Address Contact #

Johar Town 40-B Johar Town +92 42 5176914

12G Joher Town 12-G Johar Town +92 42 5304318
Wapda Town 14 –F, PIA Society Near Wapda Town. +92 42 5181615
Faisal Town 11-D Faisal Town +92 42 5164574
Link Road Model Town 89-K Link Road Model Town +92 42 5851812
Model Town 51/52 A Model Town +92 42 5866073
Muslim Town 448-A Ayubia Market New Muslim Town +92 42 5866741
Z-Block 310 Z LCCHS Defence +92 42 5731250
H-Block 162 H, DHA +92 42 5898378
K-Block DHA Lahore +92 42 5740747
Cantt 4/1, 4/2 Abid Majeed Road Girja Chowk LHRCantt +92 42 6671722
Saddar H No. 1425-16 Ahata Kishori Lal Sadar Bazar +92 42 6663990
Shalimar Link Road 106, Sahlimar Link Road +92 42 6845866
Barkat Market Shop # 10 Lahore Tower Barket Market Garden Town +92 42 5889139
18-G Iqbal Town 18- G Gulshan Block Iqbal Town +92 42 5418612
Iqbal Town 654 Omer Block Iqbal Town +92 42 5415654
Samanabad 476-N Main Road Samanabad +92 42 7560112
Zahoor Elahi 25- A Block B Gulberg II +92 42 5871948
Ravi Road 103,Ravi Road +92 42 7700545
Davis Road 14- A, Davis Road +92 42 6309348
Shadman 42/6, 42/7 Shadman Market +92 42 7560112
Railway Plaza Ghari Shahu Railway plaza Allama Iqbal Rd +92 42 6314656
Rustam Park Omer Market Rustum Park Gulshan Ravi +92 42 7460668
Hussain Chok 3A,C III Gulberg III Lahore +92 42 5753146
Gulshan Ravi 162-A Gulshan Ravi +92 42 7462933

ORGANIZATIONAL CHART
 ORGNIZATIONAL CHART

 CEO: (Chief Executive Officer) checks the work of

Directors and controls the Administration department.
Mr. Nawaz Chatha is the CEO.
 DIRECTORS:
 Control the company’s marketing and observes in
which Location Company has new outlet. Mr.
Zubair Chatha is the marketing director. He meets
to other companies’ directors.
Controls the company’s financial position and
company’s accounts. Mr. Zulqarnan Chatha is
Accounts Director of the company.
3. Controls the technical environment of the
company. Mr. Khalid Chatha is the technical
support director.
 GM: (General Manager)
 PEST ANALYSIS

A scan of the external macro-environment in which the firm operates can

be expressed in terms of the following factors.
1. Political
2. Economic
3. Social
4. Technological

1. POLITICAL FACTORS
Political factors include government regulations and legal issues and
define both formal and informal rules under which the firm must operate.
Government at all levels is an important component of the general
environment no organization or industry is immune of the various decisions
made by the government. In case of Nirala the government as such imposes no
such type of duty on the methai manufacturers in Pakistan. But on the other
hand Nirala sweets are the first to become the official sweet of Governor House
of Punjab that is an honor for them.

2. ECONOMIC FACTORS
 Economic factors affect the purchasing power of potential customers and
the firm's cost of capital. The following are examples of factors in the macro
economy
 G.D.P growth
 Excess of black money in the country

3. SOCIAL FACTORS
Social factors include the demographic and cultural aspects of the external
macro environment. These factors affect customer needs and the size of potential
markets.
Social Cultural and demographical variables have an overall positive
impact. As our Pakistani society has different types of social norms and values
for example on different types of occasion’s exchange of sweets is a very
common thing as in Ramadan, Eid, Basant, Shab-Rat, Birth of New Born
Babies, Weddings etc.

4. TECHNOLOGICAL FACTORS
Technological factors can lower barriers to entry, reduce minimum
efficient production levels, and influence outsourcing decisions. Technological
variables have an overall positive effect on the business. As rate of innovations
and production technology is always in the favor of business.
Technology is of particular importance because it has been and continues
to be the main source of increases in productivity. In case of sweet industry no
such type of rocket science is being used in the manufacturing of sweets but how
ever Nirala is keeping it self up to date with the change in technology.

ORGANIZATIONAL CULTURE
ORGANIZATIONAL CULTURE
Organizational culture is defined as a system of shared meaning within an
organization that determines, in large degree how employees act.
CHARECTERISTICS TO MEASURE ORGANIZATIONAL CULTURE

1. MEMBERS IDENTITY
The degree to which employees want to be recognized by the
organizations identity, Nirala’s employees are very much proud to be identified
by its employees. Every employee wears the yellow t-shirt having a logo of
Nirala with black pant.

2. GROUP FOCUS
Nirala encouraged to work together in some departments for example;
Marketing Department, Design Department, Research and Development
Department.

UNIT INTEGRATION
In Nirala there is a lot of integration between departments like Sales
Operations Department, Production Department, and Distribution Department.

4. RISK TOLERANCE
In Nirala the employees are not allowed to take risk they have to follow
orders. Only Board of Directors is allowed to make risk taking decision.

5. OPEN SYSTEM FOCUS

In Nirala employees at lower level are not allowed to share ideas but at
higher-level employees are allowed to say in decision making as well as in
planning.
 REWARD CRITERIA
In Nirala employees are rewarded on the basis of their performance but
the aspect of buttering and favoritism is also in the organization to some extent.

PLANNING
A process that involve defining the organizational goals, establishing an
overall strategy for achieving those goals and developing a comprehensive set of
plans to integrate and coordinate organizational work.
Goals setting are done at higher-level employees of the organization.
Traditional Goal setting approach is use to define the organizational goals.

NIRALA’S GOALS TO BE ACHIEVED

 Geographical Expansion
 Hit The International Market

TECHNIQUES FOR ASSESSING THE ENVIRONMENT

ENVIORNMENTAL SCANNING
In the sweets manufacturing industry there is no concept of branding.
Nirala is the first to do it in our country and they have following major
competitors in this field that are Fazal Sweets, Rafeeq Sweets, Shezan Bakers,
Gourmet Bakers, Good Luck, Cakes And Bakes , Shireen Mahal etc.

FORECASTING
In Nirala both Quantitative and Qualitative forecasting is applied. In
Quantitative forecasting they forecast future sales trend through use of
mathematical models on their past data. This enables them to adapt and respond
in the best possible way to the fluctuations in demand. Some sort of Qualitative
forecasting is also carried out through customer evaluation. By doing so they
find out the products which generate the maximum revenue and those that are
disliked. This process enables them to allocate the resources to particular
products more efficiently.
BENCHMARK
As Nirala is the market leader in the sweet industry there is not a single
competitor that can server as a benchmark for Nirala. However Nirala has its
own internal benchmarks in order to produce quality sweets.

SWOT ANALYSIS
It is an analysis of the organization Strengths, Weakness, Opportunities
and Threats. In formulating sound strategic plans, an organization must assess
its internal strengths and weaknesses in relation to the external opportunities
and threats it faces. An effective strategy will take advantage of organizations
strengths and opportunities at the same time it minimizes or overcomes
weaknesses and threats. Regular assessment and SWOT analysis is thus given
importance.

STRENGTHS
 The unique taste & quality
 Attractive colorful packing
 High availability level in all major areas of city.
 Official sweets provider of Government of Pakistan.
 Environment of shops
 Product range (also sugar free)
 Skilled sales staff
 Skilled technical staff
 Certified suppliers of Government
 Hundred items of sweets
WEAKNESSES
 Less brand loyalty as compared to local area manufacturers & bakeries
 Prices are high as compared to them.
 People are fewer brands conscious.

OPPORTUNITIES
 Opportunity to build brand image better.
 Introducing new brands in the market like they are doing for example
Rustam Pinian, Malai Khaja and Baisan Barfi.
 Hit the international market.

THREATS
 New entrants may enter in the market
 Bargaining power of the buyer may increase
 Bargaining power of the supplier may increase
 Sluggish growth rate of the product
 Poor response from the market due to expensive products
 Unfavorable changes in Demographics and Psychographics of the
consumer
STABILITY STRATEGY
This strategy is defined as a corporate level strategy characterized by an
absence of significance change.

GROWTH STRATEGY
This strategy is defined as a corporate level strategy that seeks to increase
the level of organization operations.

WORK FORCE DIVERSTY

Now a day Nirala is following growth strategy because recently it has
jumped in the field of dairy products with the introduction of Nirala Doodh in
the market in year 2005. They have opened there methai outlets in Canada and
England .Their future plan is to jump in the field of beverages industry also. So
we can say that Nirala is following growth strategy at this time by following
Related Diversification Strategies.
 BCG MATRIX

With the help of this matrix the ANMOL Group is able to have a deep
look on their products with reference to the market share and growth rate they
are capturing.

Nirala Sweets lies in star because of high market growth and high market
share. Where as Nirala Doodh lays in Question mark because of low market
share and high market growth. Nirala Salties lie in Dogs because of low market
share and low market growth.

PORTER INDUSTRY MODEL

1. Threat of New Entrants

Capital Requirements
High capital cost is required for acquiring good places for the outlets if
any one wants to jump in the market.

Government Policy
In our country the government has no policies for this industry.

Own Distribution System

It’s very difficult for newcomer to own a distribution channel because it
needs huge investment. Nirala has its own distribution systems.
Brand Identity
To identify a brand in the market is more difficult for any new entrants,
because Nirala has introduced such type of taste & quality in this industry that it
is very hard to compete.

Threat of Substitute Products

 The substitute products may be;
 Bakery makes cakes, chocolates, ice-cream etc
 Local area manufacturers

3. Bargaining Power of Buyers

The bargaining powers of buyers are high because;
 Convince Product
 Low Involvement of Buyers
 Buying Behavior – Price sensitivity
 Brand Loyalty Status is low

4. Bargaining Power of Suppliers
The bargaining powers of suppliers are low because;
 Large number of suppliers in the market.
 It is an honor to become a supplier for Nirala.
 Now Nirala has become its own supplier.

ORGANIZING

DEPARTMENTALIZATION
Departmentalization is defined as the basis by which jobs are grouped
together is called departmentalization.

FUNCTIONAL DEPARTMENTALIZATION
Functional departmentalization is Groups jobs by functions performed.
We can say that in Nirala the departmentalization is on functional basis.
Like any professional organization, the working at Nirala also follows a
well planned organogram. The Nirala Group comprises of the following
departments:
 NIRALA

Marketing Sales Operations

Production Accounts & MIS

Supply & Distribution Design & Division

Research & Development Management

TEAM
The Nirala team consists of dedicated professionals such as MBAs, CAs,
Food Technologists, Graphic Designers, who are always in quest of exceeding
customer’s expectations through latest products and work practices. The Nirala
team is a select group of highly motivated professionals who reflect the highest
levels of accomplishment in the industry. Together, they form a collaborative
and cohesive group, which will deliver customers the best products and
customer service.

MARKETING
Nirala has taken firm steps toward building premier brand and marketing
capability, having on board managers and professionals with broad industry
experience to plan and drive upcoming product launches. Nirala decides on
customers behalf for products and services through extensive research
techniques and feedback.
 A mix of outdoor and indoor campaigns and number of media channels
and tools are employed by Nirala to cater to various segments of markets we
serve.

SALES PROMOTION
Nirala has departmentalized the manufacturing of its products, and has
not only sophisticated equipment, latest production facilities, its own dairy plant,
but also quality control and MIS departments. Stringent checks and process
controls ensure that the product reaches customer fresh and pure, to their entire
satisfaction.
Nirala has a processing facility in Lahore, making millions of pieces of
various sweetmeats every year with existing production experts. Processing
facilities in Karachi and Dubai are capable of processing millions more.

ACCOUNTS AND MIS DEPARTMENTS

Besides above listed departments, Nirala has a strong backbone of
Accounts & MIS Departments, essence of any modern organization. Their
experts help them with sales trends, means of accessibility especially intranet
and broadband links, and online ordering mechanisms, to name few.

DESIGN DIVISION
Nirala has a strong edge of in-house design division, in offering
innovative packaging and campaigns. This department works in close liaison
with marketing and not only meets all the in house needs but also provides
quality service, acting as a design house.

MANAGEMENT
Nirala's management believes in people values. They build on a firm
belief that only by delegating responsibility and functions they can take the
holistic approach that will make their company unique-ensuring consistent and
quality-focused performance on all assignments.

INTERIOR
Nirala promises all its customers that modern and inviting decor of the
outlets and warm welcome of customer support team will pull customers back to
them again and again. Their customer support team undergoes rigorous
selection and subsequent training sessions and is continuously monitored.

ORGANIZATIONAL STRUCTURE

ORGANIZATIONAL STRUCTURE
Organization structure is a formal framework by which jobs tasks are
divided, grouped and coordinated.

CENTRALIZATION
Centralization is defined as the degree to which the design making is
concentrated at a single point in an organization. Nirala is highly centralized in
the sense of decision-making because all the decisions are made by the top
management.

DECENTRALIZATION
Decentralization is defined as the degree to which the lower level
employees actually make decisions. Nirala is not so much decentralized because
lower-managers do not make the decisions.

SPAN OF CONTROL
 Span of control is defined as the number of employees a manager can
efficiently and effectively manage. The span of control in Nirala is tall because
each department has its own manager and they work for the goals of their own
departments.

CHAIN OF COMMAND
The continuous line of authority that extends from upper organizational
level to lower organizational level and classifies into who reports to whom. The
Nirala’s chain of command is as follows:
CEO

Board of Directors

General Manager

Senior Manager

Officers

Executives
ORGANIZATIONAL DESIGN DECISIONS
Workers
ORGANIZATIONAL DESIGN
Organizational design is defined as developing or changing an
organizations structure.

MECHANISTIC ORGANIZATION
 “An organizational design that’s rigid and tightly controlled”.

According to our research Nirala is a highly mechanistic organization

with following factors;
 Clear chain of command
 Narrow span of control
 Centralized
 High formalization

HUMAN RESOURCE MANAGEMENT

The activities necessary for staffing the organization and sustaining high
employee performance is called Human Resource Management.

HUMAN RESOURCE PLANNING

The process by which managers ensure that they have the right number
and kind of people in the right place at the right times who are capable of
effectively and efficiently performing assigned tasks.

STAFFING
The process of hiring the people is called staffing. The tools trough which
Nirala selects people are interviews, job fairs, adds etc.

RETAINING
To retain employee so that they can’t join the competitors company. For
this purpose Nirala is giving good benefits and handsome salaries to their
employees.

ORIENTATION
 The process of introducing a new employee to his or her job and
organization. According to our research Nirala has a full 2 to 3 days of
orientation session for the new employees. HR Department is responsible for
these manual instructions that are also given to them. Organization culture and
infact each and every thing is told to them.

JOB DESCRIPTION
A written statement of what a job holder does, how it is done and why it
is done. In Nirala job description is provided to new employees. Manual
introduction or visits are also arranged to introduce new employees to the
organization culture and environment.

JOB ROTATION
When there is monotonous in employee’s daily routine work then he will
go for job rotation. According to our research Nirala job rotation is highly
supported by the management.

TRAINING NEED ASSESSMENT

It is define as identifying training needs of employees who is to be train,
ask employees what are their needs or you can also have an internal research on
it. HR uses questionnaire for Training need Assessment.

ON JOB TRAINING
In this process the employee is made to settle with some experience
person for 2 to 3 days. The knowledge of the company transfers from 1 person to
other person.
In Nirala same procedure is being applied on the sales staff, distribution
staff and in the production department.
OFF JOB TRAINING
In this process you train your employees for some specific work. You
would conduct it in your own premises or at some other place. In Nirala this
type of training is given to the Executive Managers only.

PERFORMANCE APPRAISAL
At the end of each year the evaluation of employee’s is done. Based on
this performance rewards are given to employees. Compensation and benefits
are also given. A performance appraisal form is used to evaluate the
performance.

CAREER DEVELOPMENT
Nirala offers career development to its employees. Opportunities for
personal growth are there. An officer can go up to General Manager.

LEADING
MOTIVATION
Motivation is the willingness to exert high levels of effort to reach
organizational goals, conditioned by the effort’s ability to satisfy individual
need.
In Nirala the methods of motivation are;
 Job enlargement
 Job enrichment
MOTIVATING A DIVERSE FORCE
Motivation of a diverse workforce is done through
 Job sharing
 Pay for performance
 It includes incentives and bonuses based on the performance of the
employees. The other factors that are used to motivate the employees are
medical facilities, transportation facilities, mobiles etc.

CONCLUSION
According to our research we conclude the following points;
 Nirala is the leading brand in the sweet business.
 Nirala should improve its performance evaluation criteria and also should
offer more incentives to employees.
 Nirala should improve its hiring process for lower level employees.
 In Nirala the motivation level of employees is very low it should be
improved.
 Human Resource Department of Nirala is not active as it should be.

VARITIES OF NIRALA SWEETS

Amratti Angoor Dana Badana
 Baloo Shahi Barfi Badaam Barfi Bason

Barfi Brown Barfi Chocolate Barfi Fruit

Barfi Rustam Barfi Sada Chum Chum Coconut

Chum Chum Sada Crispy Crunch Khakharpura Halwa Golden

Halwa Habshi Halwa Karachi Halwa Tikki

Jaman Kalay Jaman Lal Khajoor

Luddoo Dil Moti Choor Luddoo Moti Boondi Maghaz Luddoo Moti Boondi Super