To provide delicious, wholesome baked foods without sacrificing health and wellbeing.

We are a bakery company with one goal in mind to meet the needs of our customers we focus on our customers as our clients.

We value our employees. We serve the customer. We seek out innovation and adapt to change. We practice teamwork. We sell and produce quality. We are a leader not a follower.

The word gourmet is from the French term, defined as "refined and uncontrolled love of good food". Gourmet is an industry classification for high-quality premium foods in the United States. Gourmet may describe a class of restaurant, cuisine, meal or ingredient of high quality, of special presentation, or high sophistication. Gourmet food is characterized by high quality, accurate preparation, and artistic presentation.

This name gourmet was suggested by his daughter who is living in America. Gourmet Bakers and Sweets is the largest food retail chain of Lahore. It is based in Lahore, the second largest city of Pakistan known for its traditional foods and passion for eating. It was started with a single outlet in Ichra in 1987 by Mr.Muhammad Nawaz Chathha , in the begging they did not get good response which resulted in shut down. He again started in 1992 at different place at Muslim town, and Gourmet did not look back since then. Now with its 5 production units,2 restaurants and 88 sales outlets, gourmet outreaches to a huge population for their food needs. Mr. Chathha the founder of Gourmet stared his business with 20million rupees. He is holding the position of Managing Director of the company.He was serving in Shezan Bakers as a General Manager and later on he decided to make his own bakery. He started his business through getting employees from Shehzan bakers in the beginning. Gourmet produces a wide variety of bakery items, sweets and dairy products and offers high quality services in their restaurants. Gourmet has introduced many new items in bakery products categories which were previously not in the market of Lahore. Gourmet stresses hard on quality and taste of their products and making them affordable for their customers at the best prices in the market

GOURMET BAKERS & SWEETS (PVT) LTD

Registered Office Address: AUTHORISED CAPITAL: PAID UP CAPITAL: CEO NAME: CEO ADDRESS: INCORPORATE DATE: AUTHORISED CAPITAL SHARES: PAID UP CAPITAL SHARES: AUTHORISED PER VALUE: PAID UP PER VALUE:

9/D, FAISAL TOWN LAHORE 20000000 50000 CH. MUHAMMAD NAWAZ CHATHA 9/D, FAISAL TOWN LAHORE 9/1/1996 200000

500

100 100

Objectives are the guidelines which direct toward the chosen destiny. The objectives of the Gourmet are marketing objectives which are as under. To build profitable customer relationship by delivering superior value. To provide such products those can increase targeted market
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To become a leader in the bakery and confectionary industry To provide the quality products to the target market

Policies:
To make Gourmet an essential part of daily diet for our valuable customers. Customer satisfaction is one of their assets. Maintain and further improve the customer satisfaction level

GOURMET proved to be recognized as a good corporate. We have introduced many products and developed ourselves as a Trusted Brand in food industry. We believe that trust is earned over a long period of time by consistently delivering quality food.

Product Manufacturing
We aim to make your life more pleasurable through our scientific processes, nutritious methods and latest machinery in our factories and laboratories.GOURMET owns two big factories in the area of cot lukh pat. where on automatic plants Mithai are made. The milk products are processed under the scientific methods and supplied fresh from our huge factory at Sundar. GOURMET beverage plant at Sunder, is counted among Worlds latest plants beverages.

Restaurants
GOURMET has also introduced their own Restaurants for traditional food lovers in Lahore, and is gradually moving towards other cities as well.

Catering
GOURMET is also providing catering for all occasion for your convenience to give grace to your celebrations. We are proud of providing taste with healthy, innovated and best quality food that tempts your appetite at all times..

Products
GOURMET products are now on long lists. We are quite confident that no. of products we have introduced in Pakistan are matchless. Our R&D department keeps its-selves up dated with new recipes, new products for the ever changing customer needs.

Product Lines of Gourmet:

Some of the major product lines are: GOURMET first started its bakery where only products of breakfast were provided in the beginning. But GOURMET is presenting now more than four hundred varieties in bakery products. It includes Bread, Buns, Rusks, Cookies, Biscuits, Cakes, Pastries, Patties, Pizzas, Nimko, Vegetables rolls, Chicken rolls, Hot dogs, Sandwiches.

Nimko
It consists of a variable mixture of spicy dried ingredients, which may include fried lentils, peanuts, chickpea flour noodles, corn, vegetable, chickpeas, flaked rice, fried onion and curry leaves. This is all flavored with salt and a blend of spices that may include coriander and mustard seed. The traditional Pakistan food can be eaten as part of a meal; as a standalone snack, though, it is usually consumed with the hands some people may prefer to use a spoon.

Chicken Samosa
GOURMET products are now on long lists. We are quite confident that no. of products we have introduced in Pakistan are matchless Great in taste,There are a lot of mighty fine Samosas establishments in Gourmet

Burger & Sandwich

GOURMET is presenting now more than four hundred varieties in bakery products.A vast variety of Burgers and Sandwiches such as tikka, vegi etc.

Roll & Shami

Keeping our uniqueness in flavors and habit of innovation, we introduce different Roll & Shami with the quality you really love!

Bread
GOURMET has introduced plain milky as well as multi grained and high fiber breads in different flavours and textured looks. Which promotes healthy digestion, weight loss and also stabilizes cholesterol and sugar level in blood.

Jams
GOURMET jams are made from farm fresh fruits and imported ingredients. Our food experts test them, under the Quality Control Laboratories. That is why GOURMET has been certified by Pakistans Best Jam Producers.
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Candies and Toffees

Keeping the health of kids in our mind, which is our priority. We are using quality ingredients in candies and toffees that include vitamins, glucose and calcium.

Ketchup
GOURMET has launched its exciting ketchup, made of fresh tomatoes with no chemicals and artificial color added. It has unique flavor due to the added ingredients of Mace, Cinnamon and clove. (Jaloteri, Darchini and Long.)

Sweets:
After the success of bakery products in 1990 gourmet decided to fill Sweetness in your Life. GOURMET produced Mitha is with fresh and pure ingredients. GOURMET has its own huge plant for making fresh khoya for all varieties of mithai. That is why GOURMETs unique and innovated tastes in Mitha are always appreciated. It has a huge product length in sweets like Gulab Jaaman, Barfi, Laddoo, Cham Cham, Halwas, Rassgula, Patisa, Jalaibee, Amarti, Ras malai and others.

Dairy Products
Milk is a complete nutrition for all ages keeping this nutrition for 4-5 days without using any chemical is a new idea, which GOURMET has introduced. GOURMET has introduced Pasteurized Milk that is processed under high temperature system to kill the germs and to keep its nutrition. GOURMET milk is supplied under Expiry
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Dates.Lahore as big as it is city catering fresh milk and other dairy products was a huge challenge, collecting fresh milk from 7 zones of Punjab was a big job.Gourmet made it possible to collect fresh milk everyday perfectly, with the help of big chillers. It includes milk and ice cream products.

Powder Milk
GOURMET is also providing Ulteamate tea whitener, Skimy Milk for dieters, Milky Way is full of cream and is energy milk.

ICE CREAM

GOURMET Ice Cream A summers sweet gift for its customers is available in 12 delicious flavors. Instead of artificial flavours GOURMET use real pulp of fruits for its unique taste and freeze on international level of -28 degree

Banana Ice Cream Chocolate Chip Ice Cream Coconut Ice Cream Kulfa Ice Cream Mango Ice Cream Pistachio Ice Cream Strawberry Ice Cream Tutti-Fruti Ice Cream

Beverages
GOURMET took the challenge of making Pakistans biggest in-house Beverages Industry and built under the supervision of International Team.The thirst-quenching drinks of GOURMET are available in Cola, Malta, Lemon up, Apple and Ice-cream

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Soda, in six different sizes from 300ml to 2.25 liter It includes Gourmet Cola, Gourmet icecream soda, Apple Sidra and Gourmet Lemonade etc.

Cakes, (Death By Chocolate, Kit Kat Chocolate, Malt Chocolate, Swiss Hazelnut, Peach & Orange, Strawberry Cheese, Blueberry Cheese and more. Pastries, Strawberry Delight, Blueberry Delight, Kit Kat Chocolate, Mississippi Mud and more. Muffins, Blueberry Muffin, Strawberry Muffin and more Cookies, Chocolate Chips Cookies, Oats & Raisin Cookies and more Pies, Apple Pie, Walnut Pie, Mississippi Mud Pie and more Brownies, Walnut Fudge Brownie, Triple Chocolate Brownie and more Snack & Breakfast Items etc.

Filtered Water
It also offers gourmet water.

Bon Vivant
Gourmet Foods launched Bon Vivant (Bo Vi-van). This is a premium quality product range.Initially variety includes Cakes (Death By Chocolate, Kit Kat Chocolate, Malt Chocolate, Swiss Hazelnut, Peach & Orange, Strawberry Cheese, Blueberry Cheese and more.Pastries Strawberry Delight, Blueberry Delight, Kit Ka Chocolate, Mississippi Mud and more.Muffins Blueberry Muffin, Strawberry Muffin and moreCookies Chocolate Cookies Rai Cookies

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In continuance of our business tradition of providing quality foods and unmatchable service for the health and happiness of whole family, Gourmet has set up a Family Restaurant chain.Gourmet Family Restaurant, right in the middle of the city is our first endeavor in this line. The ever-swarming situation around the clock is an indication of unwavering trust of consumers in Gourmet.

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Sumptuous Food! Extraordinary Service! Courteous And Prompt! Reasonable Rates!

You And Your Guests Can Enjoy The Finest In Food, Elegance And Service!
Relax while your guests delight themselves as they are catered to cordially and courteously. Smile as you see the business of entertaining become charming, elegant and hassle free before you. Enjoy watching your guests as they are not only well fed, but well served and satisfied too. Your party, event or function will be a hit and you will be remembered as the ever-so-gracious host or hostess! Isn't that what you want in a catering service? Whether it's a corporate, VIP, formal, a gala event, a small or large office party, a laid back private gathering, a wedding or funeral reception or even a romantic evening at home, you can enjoy the absolute best in catering services anywhere in Lahore. Whatever the event it will be catered appropriately and to your personal requests! Even if you just want food catering that is our pleasure too. Catering Services Lahore is your one stop destination for all that spells fine dining and hospitality. You will enjoy the highest level in "at your service catering"! You're probably thinking though, "Well, How do I know if these guys will really deliver the goods, I mean, after all, everyone SAYS they're the best."

Your Wish Is Our Command!

Catering Services Washington, DC, on understanding the full scope of your requirements, will bend over backwards to make it happen just as you want. From appetizers to soups, salads and entree, vegetarian delights, main course servings both

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vegetarian and non-vegetarian, side dishes and desserts galore your wish is our command. We also serve cocktails, mock tails and any non-alcoholic beverages of your choice. Take the time to check on our special selections for weddings and funerals, VIP menus, party packages and low cost parties, etc...

Planning And Preparation That Leave A Mark

Whether you are planning a wedding reception, a shower, a friends party, a or any special day or event, just about anything that requires hospitality and good management, Catering Services Washington DC will be there for you. Whether it's full catering services other exclusively food catering we offer you the choice. You can take advantage of our catering service experience for all of your planning, preparation, implementation and right on through cleanup.

Select the perfect menu.

Select the perfect menu,fine china, glassware, silverware, table linen, chafing dishes, cutleryand even a prized selection of cookware. Arrange for the exact look, feel and managing of your event that you want.Even tables and chairs can be provided as needed.

wide range of budgets and payment plans

Choose from a wide range of budgets and payment plans are available if you need them. When you are looking for that unique gift a well catered event might just be that perfect present you've had trouble finding.

Punctuality And Courtesy Is Our "Claim to Fame"!

As unbelievable as it may sound many catering companies, shall we say, leave much to be desired when it comes to quality food, elegance, courteous service and especially just showing up on time!
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Admittedly it it is a challenge to be able to get to a site and have everything setup and elegantly and exquisitely prepared, many times, within a small time frame but you will findwe have mastered this art. We pride ourselves in making your event go off without a hitch. This is given priority throughout every stage of planning and preparation.

Catering Services Encompassing The Full Scope Of...

Meticulous Planning Guidance With Menu Selection Gourmet Meal Customization Shopping Food Preparation Last Minute Adjustments Elegant Decorations Waiters Well Versed In Manners And Etiquette After Dinner Cleanup Payment Plans Wedding Caterer Barbeque, Buffet And Picnic Caterers

"Have Lunch Or Dinner With Us!"

Call Catering Services now or just fill out the contact form above and schedule a time for us to deliver your free lunch or dinner. Yes, dine with us and we'll review together what you need to get you started on the road to putting on the event or throwing the party of your dreams!

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An exclusive Womens Magazine!

Gourmet Pakistan is proud to introduce to you Gourmet Khawateenan exclusive womens magazine which will base itself on nothing else but what matters to women. Womens issues, lifestyle, household, cooking, childcare, health, and much more! The lives of more than 50% of the worlds populationthe womendeserve an exclusive, specialized and focused magazine that deals with all issues related to them. Dear readers, Gourmet Khawateen will have relevant sections for every womanfrom housewives to career womenspecifically for those brave women who struggle not for a lavishly decorated life but just for basic living . It will deal with specific womens products and what is latest in the market. It will cover the latest fashion so that you have no trouble keeping yourself up-todate with the latest trends. It will have expert coverage of those issues that matter the most to you . If you work in an office environment, you will learn the tips of how to deal with office issues If you are a housewife, you will learn the techniques of better housekeeping. If you are a mother, you will get to know how to best take care of your cute little ones.
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Are you concerned that your favorite Star Plus dramas have been cancelled? Then we will have a monthly coverage to those soap-operas just for you! Do you want to read about the lives of famous women? We will have a regular interview column for this very reason. Would you like to know which places in the country can be excellent picnic spots? Then we will tell you all you need to know so that you and your family can have a nice day at the resort! Are you interested in remaining a housewife but also wanted to earn some extra money while working from home? We will have a home-jobs section with advertisements that put you in touch with potential offers such as data entry, website designing, designer clothing, and so on. In short, Gourmet Khawateen will become an indispensable part of your life, because it is especially composed for youkhawateen, who matter the most! So people, what are you waiting for? Subscribe to Gourmet Khawateen and begin the fun View Our Exciting Teriff! Food & Nutrition Cooking True Stories of common women Fiction Crime Womans World Sports Tv, Film and Social gossip news Health Kids

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The company has shown an explosive annual growth of more than 25% till 2006in its business since this unique business was started in 1992. Recently gourmet shows 65% of annual growth in its business from 2006 to 2009. With his commitment and strenuous effort to provide the consumers with best quality food products in a convenient and unmatched displaying manner, Gourmet has become a success story of business growth in Pakistan. At the moment Gourmet has more than 4500 employees working in the organization.

Corporate, Business, and Functional Strategy

Level of Strategy Corporate strategy Definition Market definition Example Diversification product markets Business strategy Market navigation Attempts to secure or into new

geographic

competitive advantage in existing product or

geographic markets Functional strategy Support strategy strategy of and corporate Information systems,

business human resource practices, and production processes

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that facilitate achievement of corporate and business strategy

Shezan Niralla Butt Sweets Doce

Goals and targets have to be monitored and met, competitor strategies analyzed, anticipated and exceeded. Through effective use of market and marketing research an organization should be able to identify the needs and wants of the customer and try to delivers benefits that will enhance or add to the customers lifestyle.

Gourmet bakers adopted customers oriented marketing strategies to attract customers as much as it can. Gourmet bakers follow differentiation strategy such as strategy emphasizes the product that is unique in the industry provides distinct advantages to the bakers.

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One of the prominent marketing strategy of gourmet bakers is focusing on special classes of customers like gourmet bakers is focusing on upper class, middle class as well as the lower class.

The Companys Macro Environment:

P.E.S.T. Analysis
Political meeting all the policies and working under the political stabilities Economical focusing the income levels of targeted customers Social the social class we have targeted are: Technological accepting and using the innovations in technology for production Demography gourmet deals with a variety of demography. It caters all kind of age groups starting from children to adults. Culture Gourmet keeps it self in line with the local culture of Lahore. It provides different products according to local festivals events and Religious days.

The Companys Micro Environment:

Market Intermediaries
Gourmet does not have any major market intermediaries as it produces and sale it products it self. It does contact market intermediaries for supply of raw materials, and products like Coca cola, Jams, Ketchup, and Juices etc.

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Competitors
If you look at Gourmet Foods, it is a clear market leader but still Gourmet has competitors. Nirala and Shezan bakers are the competitors of Gourmet as these are the only few stores who are catering the same market as gourmet is going. They also have well established brand name and image. They are fully equipped with latest technology and manufacturing plants, but these competitors are only targeting small segments of the market. They are not upgrading themselves that is why in the race of capturing market they are staying behind the market leader Gourmet.

Suppliers
Local dairy Farms. Whole sellers. Market intermediaries. Customers Customers of Gourmet are End user of the product mostly. They buy to consume the final products and services.

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Customer driven marketing strategy:

Market Segmentation:
Consumers can be grouped and served in various ways based on following segmentation variables: Geographic Segmentation: Gourmet is currently in function in only one city Lahore. It divides Lahore in several divisions according to its customers or potential customers availability.

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Demographic Segmentation: It caters all kind of different segments in demographic segmentation within Lahore. Psychographic Segmentation: Gourmet caters every social class, especially middle class. Behavioral Segmentation: Gourmet tries to cater different occasion in Lahore like Eid, Ramadan, Christmas, Valentines Day and Independence Day. It also believes in providing benefits to customers, their main target is to capture maximum market share by providing easy access to its customers in every area.

Situational Analysis
Its been many years since Gourmet Bakers is doing its business in Lahore and has gained the confidence of the Customers and now it has decided to launch a new product in Lahore. Winters have come in Pakistan and its usually cold as the winter season starts the demand for the dry fruits also increases and so does the chocolate. The reason for the increase for the chocolate is that it melts in the summer season in the normal temperature. According to a survey the consumption of the dry fruits in the winter increases by more than 35% so Gourmet has decided to launch a chocolate which has a beautiful combination of dry fruits in it and coated with the chocolate. Chocolate is being considered as the most delicious in Pakistan. It is also given as a gift to others especially on the Valentines Day.

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Market Summary
Talking about the market summary the company should be well aware of its resources and the segments it would serve. Also divide the market into groups, based on demographic variables such as age, family size, income, occupation and education. So we will discuss target market and market demographics

The target market of gourmet bakers consists of each and every type of class i.e. one by one gourmet bakers has covered every area of the Lahore not only Upper class as well as middle and upper class. The prices of Gourmet products are lower as compared to their main competitors and secondly their outlets are located in every areas of Lahore. Keeping these factors in view we can say that there target market is lower middle and upper class as well.

Evaluating market segments

Our segment size would be from age 5 60. The reason to target this age is because chocolate is eaten and liked by every one of us from child to the person of mature age.

Differentiated marketing
We would go for different offers for each age group. As we will split our segment into three different groups. That is from age 5 10, 11 20, and 21 60. We will offer a milk chocolate coated with nuts for childrens and it would be packed in an attractive wrapper for childrens

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Gourmet does the differentiated target segmentation. Gourmet does not impose an income barrier to its client and caters all kind of people with different incomes. Its main aim is to target all segments of customers with in Lahore hence covering a huge audience for its Target market. It caters from upper class to lower class. Gourmet differentiates the market offering to create a superior customer value.

Gourmet position itself as a medium store, as its quality is good and prices are less as compared to the market. Thats why the Customers of Gourmet are increasing day by day. It believes in getting negligible profits margin and getting bulk of sales as the already have a huge customer equity. It also position it self in market by increasing its presence by having around 95 functioning branches (the largest for any bakery in Pakistan). It also differentiates it products by providing ultimate services on its outlets like cleanliness, user friendly customer assistants and healthy and hygienic environment.

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POSITIONING AND BRANDING

Gourmet carries its image in a positive manner. In consumers perception Gourmet is producing hygienic products with high quality. Its packaging is perfectly according to the occasions. For the best quality and impressive representation of the events people prefer gourmet.

Brand Positioning:
Gourmet Position their product in the mind of the consumers by offering Superior in Price and Taste Quality Freshness Superior Quality Brand Name

Brand Image/Personality:
Superior in Price and Taste Status Conscious (consumers perception) Strong Commitment No Compromise on Taste & Quality

Positioning:
Product Analysis:
The main product because of which Gourmet was able to make a name for it and has been continuing to go on and on is mithai and they are famous for it but their bakery products and beverages also give value to their customers. The product includes:

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Product Attributes/Features:
The products being sold at Gourmet carry the following attributes which are:

Quality:
Gourmet has been very careful and has been following a very strong standard for maintaining its quality so that customer is not complaining about its products. Since they are dealing in food products where quality plays a very vital role so they believe in quality good and healthy product to the customer.

Purity:
Its another attribute which has been taken care of. In products such as mithai where people like that they get pure things specially in milk and better where there are chances that the customers dont get pure products. Gourmet has made sure that they use pure materials in making of the product so that when the customer gets it they dont feel that its not pure.

Freshness:
Food products all over the world are loved for their freshness and if we talk about products which Gourmet is selling they should be fresh otherwise customer wont purchase it. Gourmet promises to give fresh products to their customers by giving them those products which they feel are good and healthy to eat and if any product they feel is not fresh enough they wont give it to the customer.

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Good Taste:
Taste is because of which a customer would love to purchase a product again if he likes the taste of your product. For so many years, Gourmet has been way ahead in the market and leading it on the basis of its taste and it promises to give good taste to their customer so that they enjoy it.

Benefits:
Same taste:
This is one of the biggest benefits of coming to Gourmet that the consumer will get the same taste whenever he purchases products from Gourmet its not that at one time the products will taste different and other time they would be different.

Uniqueness:
One of the strong aspects of Gourmet is that its sweet (mithai) has a unique and at the same time very nice taste which no other player in the market is providing.

Large Variety:
The customers can benefit from a large range and variety which Gourmet is providing them not only in its major products which is sweet (mithai) but lot of other products such as dairy products etc.

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Cleanliness:
At each and every outlet of Gourmet, special emphasis is laid on cleanliness so that consumer feels that he is standing at a nice place and doesnt get irritated.

Owner Point of View

Social Class:
From Gourmet point of view they are benefiting from segment they are targeting which is the upper middle and upper class as they enjoy a large amount of profit by charging handsome amount and are enjoying huge amount of financial reward.

Brand Name and branding

Gourmet is one of the strongest brand name and market leaders in its field which enables them to get more benefit out of it. Since they are one of the biggest as well as the oldest in this field they have established a name in the market and consumers are automatically attracted towards Gourmet.

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Product:
Products of Gourmet show attributes like quality, features, style and design. Its quality is always good and innovative having differentiated features. Gourmet designs begins with the deep understanding of customer needs when Gourmet develops its new product it is always based on customer perception and needs. It more focuses on benefits for customers not profits.

Price:
Gourmet earns low and negligible profit thats why its prices are always less than market. It keeps low prices according to market penetration pricing strategy in order to attract a large number of buyers and a large market share. Gourmet uses value based pricing when setting prices which is based on the perception of value rather than on the sellers cost.

Place:
Being accessible to customers increases the value for customers. Gourmet is a market leader as Gourmet Foods. Its growing size of all branches has become more easily accessible and convenient to customers. It has around 95 branches in Lahore.

Promotion:
Gourmet does its promotion only in its stores. Whenever it introduces its new branch it gives 25% discount which is for promotion and other promotion mix tools used as sales promotion which is short term incentive to encourage the purchase of a product. Its public relations as they are very kind and helpful to their employees. Recently it has started promoting its products on local TV channel City 42.

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SWOT is an abbreviation of Strengths Weakness Opportunities and Threats. SWOT analysis is a organized and proper method much used in general management as well as marketing circumstances. SWOT analysis consists of exploratory the present activities of the company to evaluate its Strengths and find out its Weakness and then using this and external research data to put out the Opportunities and Threats that exist in the market.

Strengths
Quality and brand name of our product will be our strengths. Strong demand for confectionery the market has grown consistently every year for the last four years. So it will bring bloom to the confectionery market. Price kept that it should be in the range of every one s purchase Gourmet sets of benefits is its strength which is notorious and delicious

Weakness
Other competitors have greater international experience Single manufacturing unit at one place

Opportunities
Many cities to capture
One of the most important opportunities is that Gourmet can increase their target market by capturing other cities which consist of the potential customers Huge investments on advertisements Intensive Distribution

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Threats
Indirect and latent competitors. Many big players have major position in the market like Cadbury nestle, kit Kat In peak time Public purchase generally branded chocolates and local manufacturers are ignored. Highly qualified employees in big brands Huge investments on advertisement by other brands

Marketing Planning:
Gourmet follows the company strategies which are inline with the companys goals and recommendations. It position it self as a leader in bakery products in Lahore. Before making any plan it considers its impact on its current customers, environment and competitors response. It also considers current threats with in the market like loosing market sale, brand image etc before making any plans. Gourmet focuses on all the available opportunities in market related to its business like launch on gourmet cola, milk ice-cream. Once it decides its main objectives and issues then it steps forwards to the action plan which consists of detailed schedule of the entire task and their budgets. Once Gourmet finalizes its plan it implements its plan and keeps on checking its performance to control its out come.

After having a detailed discussion and planning gourmet comes towards the implementation phase of their marketing strategies. In implementation the companys formal organizational structure plays and important role. Managers not only focus on short term profits but they also consider long run market building objectives. On the other hand company also considers its culture in implementing a plan.

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Gourmet focuses on two types of marketing controls operational and Strategic. In operational controls it checks that all the operations are in line with the current marketing strategies. Where as strategic controls focuses on long run and check the long run performance of the company. It also have an internal audit department which keeps a strict checks not only on its financial performance but also on its procedures and controls which effect in every day performance.

Customer Relationship Management

The Product/Market Expansion Grid:

Marketing Channels and Supply Chain Management:
The gourmet sell there goods directly to the final user. Gourmet channel decisions directly effect other marketing decisions. Due to using on marketing channels it
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reduces the cost. Gourmet sales force and communication decisions depend upon how much persuasion, training, motivation and support its channel partner needs.

Monopolistic Competition:
Gourmet faces Monopolistic Competition in the market. There are many buyers and sellers who trade over a range of prices rather than single market price. Every Seller tries to differentiate its product to gain competitive advantage and to justify its price difference.

Budgeting:
Budgeting plays an important role in any plan. If a plan is not financially feasible there is no benefit to be gained from all other procedures. In Budgeting process Gourmet spends 40% of its target budget on the refurbishing of the bakery. 55% of the budget is allocated in the manufacturing of its products. 5 % of the budget is allocated to promotional activities. Gourmet focuses on an affordable budgeting method.

Control:
Controls are very crucial for the success of any project. Gourmet implements high quality controls through its total quality management department. Gourmet uses team based approach for new projects by using these approach tighter controls will be implemented and performance can be monitored on every step.

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Portfolio Analysis (B.C.G. Matrix):

Star:
Gourmet bread and other bakery Products come under star as they have a high relative market share and high growth rate. They are in maturity stage of its product life cycle.

Cash Cow:
Gourmet Cola, Gourmet Water and Dairy Products are Cash cow products for Gourmet as they have a low market Growth rate and a high relative market share.
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Question Mark:
Gourmet new products like Dry Milk and the same for Tea as well come under Question mark. Or any other new product that Gourmet offers or is planning to offer will come in question mark category.

Dogs:
Gourmet Roll and Samosa Patti have a low market Growth rate and a low relative market share therefore, these products come under Dogs and therefore Gourmet has discontinued the production of these products

Culture and environment inside the Gourmet is very much attractive people serving customers are always available for service. The person at desk always is in a happy mood to treat the customers.

Well Organized Structure:

Gourmet has a well organized structure. All the departments perform their work according to the organizational structure. More than 20% of Mithai production at Gourmet sweets is carried out at automated plants.

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Computerized Database System:

Gourmet has an organized database; all the activities are recorded in the database. Computerized database provides error free center. It is updated on the regular basis.

Team Work:
All the departments are working as a team such as Quality assurance, Marketing, MIS, HR and Administration etc. Working as a team increases the efficiency of the Gourmet sweets.

Quality:
By applying the various strengths gourmet offers the product to the customer. Gourmet never compromise on quality that is why they are able to capture a huge market share. Sweet is prepared with immense care using traditional and authentic recipes to give unforgettable taste.

Gourmet is the largest food retail chain of Pakistan. It is the number one brand in the market due its quality products & valuable services. Our aim is to be the best food company by fostering open communication and teamwork between our customers, our employees and Distributors. Gourmet Foods is well recognized organization in Lahore & all over the Pakistan. Our business share are Retail - Fruit Jams & Jellies - Beverages - Fruit Drinks - Dairies
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Our consumer foods are found in 97 percent of Pakistans households, and 25 of them are ranked first or second in their category. Preparing great food, being a strong partner to our customers and thinking about all of the people who enjoy our food and the difference it makes in their lives fuels our passion: making the food you love

Gourmet Shops
Retail Fruit Jams & Jellies Beverages Fruit Drinks Dairies Gourmet Foods is one of the fastest growing Pakistani baker and confectioner stores in Pakistan, is leading manufacturer and marketer of baked and unbaked desserts, breakfast pastries, beverages products, restaurant, dairies products, jams and jelly and catering service in Pakistan.

Why Select Gourmet

GOURMET was founded in 1987 in Lahore and started its operations as a bakery and confectioner shop. It has diversified into a versatile food company over 25 years. GOURMET always focus on customers need and serve them with quality products. For easy access of products GOURMET has made its shops network all over the city of Lahore. Our existing products are not only Bakery and Mithai ,now we are now manufacturing dairy products, beverages, traditional halwas, candy, toffee, jams, ice cream, ketchup, nimko. We are fully committed to putting all our expertise and resources to work for the quality food lovers, under the meaning of the word GOURMET a fine food and drink lover. Gourmet is the largest food retail chain of Pakistan. It is the number one brand in the market due its quality products & valuable services. Our aim is to be the best
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food company by fostering open communication and teamwork between our customers and our employees. Gourmet Foods is well recognized organization in all over the Pakistan.

Customer Satisfaction:
Gourmet needs to control its problem in order to maintain its customers motivation because motivation process is that when someone wants something to be as need it gives tension to him. To fulfill its need the move towards the gourmet if these hurdles are removed he/she buys the product and achieve its desire which in result of tension reduction it turns into customer satisfaction because to satisfy consumer is the basic and essential element of any business.

It includes: Market Attractiveness Organizations strength

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Gourmet Attractiveness is determined by factors such as:

Market Growth Rate Market Size Demand Variability Industry Profitability Industry Rivalry Global Opportunities Macro Environmental Factors (PEST)

Gourmet Strength can be determined by following factors:

Market Share Growth in market share Brand Equity Distribution Channel Access Production Capacity Profit margin relative to competitors Technological or other innovation Customer Loyalty

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The whole report shows that the Gourmet bakers and sweets are striving to get a competitive advantage against its customers but there are some problems too on which the company should concentrate because they serve many other factors respectively Gourmet should offers incentives and benefits to its old employees to reduce its turnover rate. And secondly they should reduce the employee work hours so that they better deals the customers. The Gourmet hasnt advertised themselves through media; they should have adopted some other source of advertisement to cater the market. Well they are well known in the market but they should use TV media for their advertisement, they could also advertise themselves on the cable in the areas in which they are having their chains. The Gourmet should plan for the loyalty of its customers. They should give discounts to its regular customers in this way the customers sincerity with the company will grow. The Parking area of the Gourmet bakers should be enhanced if their customers face problems in parking .then the customer would prefer to go on some other store to find convenience rather than buying for the Gourmet.

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The Gourmet should increase the quality of the new products as it has offered (milk and ice-cream) and it should also concentrate on the advertisement of the new product seriously. The Gourmet should take feedback from the customers by personally survey and should concentrate on the requirement of the customers. As the people is weight and diet conscious today so the Gourmet bakers should introduce sugar free sweets and cakes for those people too. They should be concentrating on the quality of their products so that the customers wouldnt be returning the goods back and thus the image of the Gourmet wouldnt be lost in the eyes of the customers By adopting reduce price strategy they can make more and permanent customers. Not only more customers will come there will be increase in the number of loyal customers as well. They have to acquire new technology for production if they dont move towards acquiring new technology then they wont be able to meet the needs of customers. Sales promotions like prizes, lucky draw schemes should be introduced to attract more customers and involve kids and children to increase sales. Must capture some special events like local sports series, convocations & charities shows by sponsoring these shows as would give a good image about the company to the consumer.

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Some of the questions which we ask during the survey:

We have full knowledge of after how much time we have to inform management about our inventory gourmet products are freshly made and then we have a good system of inventory check for the other goods.

Q: A:

How you maintain your inventory?

Q: How much profit your company earns in each month? A: We are not familiar with the profits but the company earns good profit
thats why they have decided to make chains in Lahore and they are also earning excellent profit.

Q: Who you think your competitors ? A: Our company has few competitors Nirala, cakes & bakes etc. Q: Whats your sale in the Eid season? A: We have a large amount of customers in Eid days and large profits are
earned during the other festivals too.

Q: Which product of your company is sold mostly in the festivals? A: Our sweets (mithae) and cakes are sold mostly and sweets mostly as its a
traditional gift.

Q: What do you offer for the children? A: We offer cakes of different cartoon characters and we also prepare cakes
which the picture of the birthday girl /boy on the top of the cake.

Q: What do you feel is your parking fulfills the requirement of the customers? A : No, we face problems when theres high traffic, or large customers in eid
days.

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Q: A:
customers.

Do you give concessions or discounts to customers?

No, we dont give discounts to the customers; prices are fixed for all

Q: Do you give discounts to your staff? A: Yes, we give discounts to our staff, theres a card of 15% and 25%
according to the position and hierarchy of jobs and the persons who own that card from the company have discounts on all good sold at Gourmet.

Q: Do you allow your customers to borrow goods from you? A: No, we ask for the immediate cash payments and we dont give them goods
on credit.

Q: Do you give training to their sales persons? A: Yes, we have a training program for them, our 12 sales persons are fully
trained and the other 3 / 4 sales persons are kept for training / probation.

Q: What if the customer complains about the product? A: If theres a serious complain then we send the product to the head office
and if the complain is not serious then we take the defected product from the customers and change it with the new product from the store at the spot

Q: What if the customers are frequently complaining about a sales person?

A: If the customers are frequently complaining about a sales person. Then we fire him with the investigation of his performance. We are trained for the customer services; even if theres a fault of the customer we negate for the customer services; even if theres a fault of the customer we negate the sales person in front of the customer.

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Q: Whats the turnover rate of your sales persons? A: The turnover rate is very low in the company, all that Its 5% in a year. Q: What do you do when theres a large no. of customers in shop? A: Then we distribute our sales person around the two sides and they are
trained Then we distribute our sales person around the two sides and they are trained not to suffer from being committed by fraud or mistake.

Q: How do you greet your customers? A: We greet them by saying Assalam alaikum sir/miss and what can we
do for you?

Q: Do you have any feedback system so that you can improve your systems? A: we have a segment of customer care in which the customers can give
feedback about the services or products .it can also be done through our complaint manager.

Q: Any other services you provide on internet/website? A: Yes, we have a segment of career support in which we have given the job
description of the employees we need for the company and the interested persons can contact us on the site .i.e. persons can contact us on the site i.e send your application with one page CV on following address career@gourmetbaker.com.pk

Q: Do your company does market search for R&D? A: Yes, Our Company survey the new products required by the customers . It
also deals with the change in the products or enhancement in the existing products.

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ANALYSIS
1. Are u aware of gourmet products?
no, 0, 0%

yes no

yes, 40, 100%

How do you come to know about gourmet?

S.E, 0, 0%

Adv, 8, 20% Adv Fri Ret, 21, 53% Fri, 11, 27% Ret S.E

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2. Have you used gourmet?

no, 0, 0%

yes no

yes, 40, 100%

3. How long you have been buying gourmet products?

Bel 6 M, 1, 2%

0-1Y, 2, 5%

Bel 6 M 1-2 Y, 9, 23% Abo 2Y, 28, 70% 0-1Y 1-2 Y Abo 2Y

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4. Positive factor of gourmet?

E.A, 12, 30%

G.D, 12, 30%

G.D A.P T.A

T.A, 4, 10% A.P, 12, 30%

E.A

5. Gourmet service you like most?

Mag, 0, 0%

Res, 7, 18% cater, 2, 5% Bak cater Res Bak, 31, 77% Mag

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6. Experience at gourmet?

Exc, 2, 5%

Sat, 8, 20% Exc Bett, 4, 10% Good, 26, 65% Good Bett Sat

7. Sensory quality is important?

smel, 2, 5%

App, 5, 12% smel Tex, 4, 10% Tast, 29, 73% App Tex Tast

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8. Advertisement of gourmet influence you?

S.D, 0, 0% S.A, 2, 5% D, 3, 7% S.A A N, 14, 33% A, 23, 55% N S.D D

9. Satisfied with gourmet products?

S.D, 0, 0% D, 4, 10% S.A, 6, 15% S.A A N, 10, 25% N S.D A, 20, 50% D

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10. Gourmet caters will be successful?

S.D, 0, 0% D, 3, 8% S.A, 6, 15% S.A A N, 12, 30% N S.D A, 19, 47% D

11. Gourmet should extend its chain?

N, 0, 0%

S.D, 0, 0%

D, 1, 3%

S.A A, 13, 32% A N S.A, 26, 65% S.D D

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12. Gourmet restaurant is affordable?

S.D, 0, 0% D, 0, 0%

N, 10, 25%

S.A S.A, 11, 27% A N S.D

A, 19, 48%

13. Gourmet did not differentiate social classes?

D, 2, 5% S.D, 0, 0%

N, 8, 20%

S.A, 9, 22%

S.A A N S.D

A, 21, 53%

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In the nutshell I would like to state that the Gourmet foods is flourishing company of Pakistan which deals in Retail, Bakers, Sweets, Beverages and Milk. No doubt that the company have secured good position in the market of Punjab (province of Pakistan). Gourmet is going well and as their focus is on introducing new and new products in the market. Most of the people are aware of gourmet and they came to know about gourmet from their friends. Good quality, affordable price and taste attract them toward it. Most of the people like bakery service and they have a good experience. Advertisement of gourmet influence the customers to buy products. Gourmet provides us many services and people are satisfied and they thought that those services will be successful. Most of the people buy bakery products like bread, cakes, patties and soft drinks. People suggest that gourmet should extend their chain to other cities also. Hopefully it will be appreciated in all age levels and mainly in youngster. The design of the bottle is same as it already have for their beverage products. Gourmet is going to launch this product with the investment of 5 million of market support which includes all the aspects regarding the production, packaging and promotion of the product.

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