No

.
1

ACKNOWLEDGEMENT

Page
#
2

EXECUTIVE SUMMARY

INTRODUCTION TO METRO

PRODUCT CATEGORY

RETAIL FORMAT

CUSTOMER RELATION MANAGEMENT

SERVICES

12

LOCATION

15

PEST ANALYSIS

16

10
11

CONTENTS

SWOT ANALYSIS

Conclusion
TABLE OF CONTENTS

17
17

ACKNOWLEDGEMENT

First of all many thanks to ALMIGHTY ALLAH who shower his countless blessing as
well as wisdom, knowledge and patience upon me. This fabulous work would not have
been possible without the guidance and the help of several individuals who in one way
or another contributed and extended their valuable assistance in the preparation and
completion of this business report. First and foremost, our utmost gratitude to Sir
Dr.Moeed whose sincerity and encouragement we will never forget .We offer our
regards and blessings to all of those who supported us in any respect during the
completion of this business report. Last but not the least, our families and the one above
all of us, the Omni present Allah, for answering our prayers for giving us the strength to
plod on despite our constitution wanting to give up and throw in the towel.

Executive summary
This report is prepared after getting knowledge about retail store activities of the
METRO .The Bahauddin Zakariya university has given me the task to prepare a report
on the activities of the any retail store .so I have selected metro retail store for doing my
work and prepare a report on it . I have divided my report in different portions the most
important part of this report is the retailing activities of the metro retail store. In the start
there is little introduction about the store as well as the format and products of the metro
retail store /further readers will b able to understand the mission vision of the METRO
.them further next pages will guide the readers the whole pitcher of the MATRO retail
store .so I want to create awareness for reader to understand the retailing activities of
the metro retail store .Basically this report is prepare to show the retailing activities of
the retail store so that I have visited this store personally and observing the activities of
the metro .I have great experience at metro. In the last the is SWOT analysis and PEST
analysis of the metro .After reading these reader will b able to understand the strength
and weakness of the metro and at the end there is little conclusion of the whole report
and some necessary recommendations and suggestions is there which is beneficial for
the reader .

Project
SUBJECT:

Retail Management

Topic:

Metro Retail Store

Submitted to:
Dr. Moeed Ahmad
Submitted by:
Saeed Asghar

MBSE 13-44

Ourangzaib Mehboob

MBSE 13-46

Kashif Bashir

MBSE 13-49

MBA 5th (EVE)

Bahauddin Zakariya University (sub campus) Sahiwal

About Metro
METRO opened its first cash & carry wholesale center in Pakistan in 2007 & expanded
to 5 wholesale centers in a short span of 18 months. In July 2012 METRO and MakroHabib combined their wholesale business in Pakistan marking the beginning of a longterm partnership to the mutual benefit of both companies. The merger allowed METRO
and Makro-Habib to combine resources and gain the financial strength to lead and grow
in a challenging environment and to gain synergies targeted to generate value for our
customers and suppliers alike. Today the company is operating 9 wholesale centers in
Lahore,

Karachi,

Islamabad

&

Faisalabad.

METRO-Habib Cash & Carry Pakistan is part of METRO GROUPs sales division
METRO Cash & Carry, the international leader in self-service wholesale. The company
operates more than 700 stores in 29 countries in Europe, Asia and Africa and has a
workforce of over 100,000 employees. Sales in 2011 were approximately 31 billion
Euros.

Concept
The company has a simple and efficient business concept: cash & carry wholesale,
which is defined through its customer base: only professional customers are allowed to
purchase at METRO-Habib Cash & Carry, all of them duly registered and provided with
a customer card. It is not a super- or hypermarket chain for private consumption, but a
modern form of wholesale exclusively tailored to the needs of businesses and
companies. The core customers are small and medium-sized retailers as well as hotels,
restaurants and caterers. The company offers business customers a comprehensive
product range both in food and non-food and efficient business solutions to enhance the
customers
Headcount
Wholesale
Market Entry: 2007

competitiveness
of

in
employees:
centers:

their

own
2300

markets.
approx.
09

Product Category
Fresh Fish

Fruits & Vegetables

Best shopping place for seafood lovers!

Delicious, fresh and handpicked Fruits &

Vegetables.

Fresh Meat & Poultry

Dairy

Hygienic, standardized and best quality

meat at the most attractive prices!

The largest range of Dairy products in Pakistan.

Deep Frozen & Delicatessen

Bakery

Single servings to bulk packaging, we

have it all covered.

Freshly baked to suit our customers

requirements.

Grocery

Coffee, Tea & Snacks

From branded products to commodities,

we have it all.

From basic tea-time products to office pantry

requirement.

Beverages

Sweets & Chocolates

Juices, Colas, Water for your home and

office needs.

A wide assortment of local and imported Sweets

& Chocolates.

Imports World

Detergents

One stop solution for all your imported

food products.

Getting rid of those strong stains made easier.

Kids World

Hygiene, Personal Care & Grooming

Everything from Baby Milk to everyday

Baby Care products.

The most diverse selection of hygiene, personal

care & grooming products in Pakistan.

Health & Wellness

Office & Stationery

An unmatched variety of health &

wellness products.

One-Stop solution to your personal &

professional stationery needs

Retail Format
Flexible Store Format

METRO Cash & Carrys flexible sales concept can be optimally adapted to meet the
specific conditions and needs of the respective countries. METRO Cash & Carry varies
its formats, particularly with respect to assortment depth and selling space, which can
cover from 2,500 to 22,000 square meters. Most of the stores have a selling space of
between 6,500 to 8,500 square meters. In addition, a special city centre store format
has been successfully implemented in Paris, Madrid and Rome. With a selling space of
up to 3,000 square meters, these stores cater to the needs of the key target group of
hotels, restaurants and catering firms, and primarily offer fresh foods.

CRM (Customer Relation Management)

Customer Orientation
The customer is the central focus of all products and services provided by METRO
Cash & Carry. The company views itself as an equal partner with its customers. As
such, it is not just a vendor. Rather, it has deep understanding of the business and the
specific challenges faced by professional customers and helps increase their
competitiveness. For each of these customer groups, METRO Cash & Carry offers
customized assortments and services at an excellent value for money. This offer is
complemented by specific solutions such as retail concepts and professional consulting
services to optimally support professional customers in their respective businesses and
make these more successful.
As of 2014, METRO Cash & Carry has renewed its clear commitment to the
independent entrepreneurs as the wholesale company exhibits its deep understanding
of their needs and positions itself as the partner of choice for independent small and
medium-sized businesses. Trained staff is always ready to provide after sales services
to our valuable customers.

Corporate Social Responsibility

In every country it operates, METRO Cash & Carry stays true to its social responsibility
and is widely engaged in the local community development as a reliable employer, a
dedicated player in the trade infrastructure upgrade and an expert supplier of a broad
range of products for its customers. As a responsible corporate citizen, METRO Cash &
Carry aims to make a sustained contribution to the society as well as the environment
within its business activities to help secure long-term sustainable growth.
As a leading wholesale company we are part of a dynamic world which is constantly
evolving. A sustainable future is crucial to us and can only be assured with the
necessary responsibility. At METRO Cash & Carry, we believe that long-term economic
growth can only be achieved if it is aligned with a responsible approach to society, our

employees and the environment. As part of METRO GROUP, we work together on

sustainability-related measures and projects. Oursustainability vision defines what we
aim for, namely to offer excellent quality of life to our customers, our employees and
anyone who works for us, while protecting the environment and the society we live in.
Therefore, we have set ourselves high targets in these areas in order to become better
every day.

METRO Cash & Carry has firmly embedded the principle of sustainable economic
activities in its core business. We also consider environmental and social aspects as
part of all entrepreneurial decisions and processes. Our commitment to sustainability is
divided into four fields of action.

1. Supply chain and products

We are cooperating closely with suppliers, implement high quality standards and
enhance transparency along the entire supply chain. Suppliers have to meet our quality
requirements and comply with environmental and social standards.

2. Energy and resource management

Resources are limited and worth caring for. As the most international sales line of
METRO GROUP, we have a special responsibility to contribute to the companys
climate target.
3. Employees and social affairs
We place great value on creating a pleasant work environment that is characterized by
fair working conditions, trust in our people, authentic leadership and success through
excellence.

4. Engagement and dialogue

As an active part of the society we aim to contribute to solving social challenges within our
markets.

Services
At METRO Cash & Carry, we passionately serve independent business people with our
differentiated and exclusive food assortment, services and solutions. We strive to make
our customers competitive in the long term by focusing on them and serving both their
business and complementary needs; this includes a focused and selective approach to
non-food. Wherever we choose to do business, we strive to be the best partner and
preferred supplier for our customers. We aim for market leadership, sustainability and
being an employer of choice. Our proposition is tailored to local needs in products,
services and channels, and makes our customers love to come back.

One Stop Solution

METRO Cash & Carry offers a wide range of products under one roof covering a large
spectrum of your personal/business needs ranging from grocery, confectionery, fresh
meat & poultry, fruits & vegetables, household, stationery, electronics & appliances to IT
& Technology.
Quality & Originality

METRO Cash & Carry sells high quality and original products that renders reliability and
durability to its customers.
Transparency of Invoice

METRO Cash & Carry provides you the comfort of mind to manage your
personal/business supplies budget through a clean and transparent invoicing
mechanism.
Attractive Prices

METRO Cash & Carry provides products at attractive prices so you experience the
difference that we bring in optimizing your personal/business supplies budget.
Delivery

To make it more convenient for our customers, METRO Cash & Carry provides delivery
to Professional Customers door step with a minimum purchase value.

Location

Contact METRO
METRO-Habib Cash & Carry Pakistan (Pvt.) Ltd.
ThokarNiazBaig, Multan Road
Lahore 53700, Punjab
Pakistan

Contact Form
Tel.:+92-(042)-111-786-622

How retail outlet gain preference over other store of same category?

Quality products available at best possible prices due to systematic buying

approach.

Computerized Goods Management System (GMS) ensures availability of

products on demand

More than 20,000 food and non-food products offered under one roof to save
your time

Non-stop shopping available for longer hours. We're open Monday to Sunday:
8:00am to 11:00pm.

Quality assurance and modern storage techniques ensure availability of high

quality goods

Vast free parking space for all types of vehicles

Trained staff is always ready to provide after sales services to our valuable
customers

For different promotional offers/schemes, customers will receive METRO Post

once every two weeks. Email and SMS facility is also available.

Customers can scrutinize their own stocks using our detailed computer
generated invoice

PEST ANALYSIS
Political Environment

Regulation of market competition

Consumer protection legal frame

Incentive program to attract foreign investment

General interest to society

Upcoming election

Economical Environment

Slow down in economical growth

Inflation increase

Financial Crisis

Energy Fluctuating Price

Globalization

Social Climate

Unemployment growing rate

Strikes and protest

Bring back labor force from abroad

Educational system redesigned

Technological Factor

New technologies emerging

Environment friendly focus

Automatization

Safety and protection system

SOWT Analysis
Strength

First on the Market

Corporate strategy and culture

Store concept and brands

One stop shopping

Supply chain

Opportunity

EU accession

Economical growth

HO.RE.CA development

Weaknesses

Poor HR management

Matrix organizational structure

Slow reaction to market change

Threats

Market competition

International crisis

Lack of professionals

Economical instability

Strikes & bomb blasting

Conclusion
The conclusion of this report is that there is different retail activities which are
performed by the METRO .Metro running its operations efficiently and work according
to the needs of their customers .The owner of the metro working hard for the growth of
its retail store .The retailing activities which are performed in the metro is much
different from the other retail store. Metro also work to more improve its retail activities
to give better facilities to its customers and make them loyal with the store. So that to
achieve its Goals.