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Submitted to: Sir Sheraz

Submitted by: (Afreen Sarwar) & ( M.Adeel)
Roll No: (017) & (021)
Department: B.B.A Grey 5th
Subject: POM
Assignment No: 2
Company Name: Suleman Sweets And Baker’s
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EXECUTIVE SUMMARY
Suleman Sweets & Bakers (Smc-Pvt.) Limited is a Private Limited Company. Mr. Asad
Suleman, CEO Suleman Sweets and Bakers told that that our story began more than 30years ago
in Wazirabad, Pakistan. Haji Suleman is the visionary entrepreneur. He started his journey
30years ago in Wazirabad as a Sweetshop, but time to time, they introduced new products. The
majority of them are bakery items and fast food items too. Haji Suleman was running a small
general store. The earning was not sufficient to bring up his family. In order to start new
business, he took one’s guarantee and did lose house, general store and all the possession with
which he had to earn and live. He decided to open a sweet shop and started as an entrepreneur as
a local small shop in Wazirabad. The journey was not simple. So their he was an example and
role model for all the entrepreneurs who are struggling and also a very dear friend to his friends
and a very loving father to his family.

After Haji Suleman’s death, all his business were handled by his sons and grandsons. He started
his business in Wazirabad but when his shop turned out to be successful so he decided to shift his
shop in Gujranwala. By the grace of Allah Almighty, this little shop turned out to be a very well-
known brand in Gujranwala. They have more than 20 branches in Gujranwala alone. Rumors are
they are going to open their shop in India too. The most famous one is located in Model Town
Gujranwala. Suleman Sweets is a very famous shop in entire Pakistan. They maintained their
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quality and quantity over time. Whenever someone utters something related to Suleman Sweets,
everyone knows what we are talking about.

Suleman Sweets and Bakers the Tasteful Brand of Pakistan, Gujranwala, Sialkot and Daska is
famous industrial hub of Pakistan and it is equally famous for its exclusive taste oriented
sophisticated Bar B Q food items to be liked by all age groups but the name of Suleman Sweet
sand Bakers is an icon of Gujranwala, Sialkot and Daska due to its extra ordinary varieties and
flavors of sweet and bakers items. One cannot understand the meanings of taste and flavor of
colorful sweet stuffs of this unique heart of sweets until or unless it can be tasted. Now, due to its
memorable taste the SS&B has become the identification of not only Gujranwala, Sialkot and
Daska but also leading dessert course of Pakistan. Once anybody gets opportunity to take even
one bite of any sweet item of SS&B he or she becomes permanent customer of Suleman’s
dessert.

Key to success:

 Innovative ideas
 Providing customized products and service
 Providing the highest quality bakery products with personal customer service
 Online services
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Location Planning
Techniques
Following are the location analysis
techniques that help in the selection
of an ideal location:

 The Factor Rating Method.

 Location Break-Even
Analysis
 Weighted Scoring Method
 Center of Gravity Method
 Transportation Method
 Load-distance Method

Factor “Rating Method”

Popular because a wide variety of

factors can be included in the
analysis 6 steps in the method,

1. Develop a list of relevant factors called critical success factors.

2. Assign a weight to each factor.
3. Develop a scale for each factor.
4. Score each location for each factor.
5. Multiply score by weights for each factor for each location.
6. Recommend the location with the highest point score.

Errors in Location Selection:

Facility location is critical for business continuity and success of the organization. So it is
important to avoid mistakes while making selection for a location. Errors in selection can be
divided into two broad categories behavioral and non-behavioral.

1. Behavioral errors are decision made by executives of the company where personal
factors are considered before success of location, for example, movement of personal
establishment from hometown to new location facility.
2. Non-behavioral errors include lack of proper investigative practice and analysis,
ignoring critical factors and characteristics of the industry.
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Location Strategy’s:
The goal of an organization is customer delight for that it needs access to the customers at
minimum possible cost. This is achieved by developing location strategy. Location strategy helps
the company in determining product offering, market, demand forecast in different markets, best
location to access customers and best manufacturing and service location.

Availability of Power, Fuel or Gas:

Because of the wide spread use of electrical power the availability of fuel or gas has not
remained a deciding factor in most of the cases for plant location. The location of thermal power
plants (like Bokaro Thermal Plant) and steel plants near coal fields are for cutting down cost of
the fuel transportation. The reliability of continuous supply of these facilities is an important
factor.

Water Supply:
Water is required for processing as in chemical, sugar and paper industries and is also used for
drinking and sanitary purposes. Investigation for quality and probable source of supply is
important, since the cost of treating water is substantial so the chemical properties like hardness,
alkalinity and acidity.

Presence of dissolved gases and organic material etc. should be thoroughly investigated. In case
of water supply form an external source such as municipality, dependability of the source,
pumping and storage capacity for present and future demands should be found out.
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Dominant Factors:

1. Atmosphere
A restaurant's atmosphere sets the stage. It's about more than just a dining room away from
home. Food takes the spotlight as guests become its audience. Factors such as music, lighting,
artwork and spacing combine to create comfort, intimacy and even romance.

2. Speed of Service

The speed of service is the time a restaurant takes to serve a customer. The clock starts when a
customer enters the restaurant or pulls at the drive-thru, and the clock stops when the food is
delivered to the customer.

3. Parking

Parking is the first touch point a business has with customers. When that interaction is
positive, it starts the customer experience off on a good note. On the other hand, a poor
parking experience can make customers frustrated from the onset.

4. Competition:

A competitor is any business that sells food to the same target market. Competitors can be
divided into direct and indirect competition. Direct Competition: Direct competitors are
restaurants that are very similar to yours.

5. Product and Industry

The nature of the product impacts the facility’s location. For instance, poultry farms are
established on the outskirts of the city.

6. Availability of Resources

The plant must be located close to the suppliers of the raw materials. Because it minimizes the
transportation cost, time and overall cost of production.

7. Proximity to Consumers

The organizations offering services may choose to locate facilities near their target customers.
Thus, providing them with an advantage over similar service providers.

8. Climate Conditions
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Manufacturing of some products demands specific climatic conditions. For this reason, industries
are set up in the areas where such climatic condition exists.

9. Proximity to Market

The companies producing customized or assembled products are located near their target market.
Consequently, it reduces the time required for products assembling and delivery.

10. Regulatory and Policy Issues

The political policies differ in different geographical boundaries. So, the organizations prefer
locations inside open economies having favorable policies.

11. Labor Supply

Before installing the plant, companies assess the availability of skilled labor. Also, they ensure
the availability of basic necessities for the employee’s survival.

12. Free Trade Zones

Free Trade Zones are areas in which one can conduct business free from customs duties. Thus, it
is an essential factor when selecting a site location.

13. Infrastructure

Before the installation, Industries must assess the availability of infrastructure in that region. It
may include connectivity via Rail, Roads, Air and Sea.

14. Taxes

The tax rates vary within and across the regions. This factor directly impacts the organizations

15. Suppliers:

Continuous and quality supply of the raw materials is another critical factor in determining the
location of manufacturing facility.

16. Business Area

Presence of other similar manufacturing units around makes business area conducive for facility
establishment.

17. Availability of Skill Labor

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Education, experience and skill of available labor are another important, which determines
facility location.

Factor Rating Method For Suleman Sweets & Baker’s

KASH
DASKA MIR
FACTOR CANTT Locatio Location
FACTORS ROAD ROAD Location 3
WEIGHT (LOC 2) n1 2
LOC 1) (LOC
3)
Proximity to
20 5 5 3 100 100 60
Market
Atmosphere
15 5 4 3 75 60 45
Speed of
Services 10 5 4 2 50 40 20

Parking 15 5 5 1 75 75 15
Competition 10 5 4 3 50 40 30
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Business Area 15 4 3 2 60 45 30
Availability of
15 4 4 3 60 60 45
Resources
Total 100 470 420 245

 Looking at the Factor score, the location 1 is Excellent & Marvelous as compared to
location 2 and, location 3. Because according to all factors like Proximity to Market,
Parking, Atmosphere, Competition, Business area, Availability of Resources etc.
The weightage of location 1 is higher. The weightage is 470.

Reason Why I Choose These Locations For Business:

Good location decisions can significantly boost a company’s long-term performance. Poor ones
can cost millions in lost talent, productivity and capital.

All these locations are commercial areas. And there are many other fast food corners here the
people (customers) are usually come to these areas most. Because these are shopping areas.

The new businesses are growing up fast in these areas except location 3 because there are the
many problems of road and traffic issue.

On Daska road, there are many schools & colleges as well as this is the Main Road. So, the
students are like to visit if there type of places. Because fast-food shops are simply a great place
to chill and chat. Also, these locations are easily accessible for the customers.

Here are the things, which I consider while choosing these locations.
 Demographics/population area
 The reputation of the location
 There is demand
 Neighboring businesses
 Accessibility
 Service
 Security/Safe location
 Make sure the business location is within our budget
 Think about vendors and suppliers
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After selecting locations that satisfy these criteria, a company might further evaluate the potential
locations based on a set of criteria that considers the location’s industrialization, person/car ratio,
labor availability, population density, and infrastructure.

CONCLUSION

To conclude, facility location is the strategical and logical decision about the factory’s
geographical location. There are a variety of factors that affects this decision. The organization
must make efficient location decisions as it impacts the business’s finances.

Since service businesses generally must maintain a number of sites to remain close to customers,
the location selected should be close to the targeted segment of the market. The market also can
influence the number of new locations, as well as their size and features.

A simple technique for determining service locations is to establish a set of minimum criteria for
opening new outlets. These criteria should be developed so that the locations selected have
strong chances of success. A company could assess the potential of prospective locations based
on primary criteria such as: