Title of Case: Sweets Business who have earned love and loyalty of

million of customers.

( Nirala Sweets)

Background & introduction:

Over half a century ago, the foundation of Nirala was laid in Lahore, Pakistan, with the
commitment to provide people with delectable quality delights. The great journey started when
Taj Din migrated from Amritsar, India, to Lahore and started a small breakfast shop in the inner
city of Lahore in 1948. The passion for quality, distinctiveness and hard work set by our founder
is the spirit we seek as our guiding principle.The word Nirala stands for exceptional, distinctive,
one of its kind, and Nirala has stood true to its name since its establishment. Nirala is

Pakistan’s leading multinational group consisting of 10 rapidly growing companies and

vision being the world’s largest manufacturer of enthnic group food. Our product
growth range from sweets, snacks, Resturants and Dairy products to Software. The
innovative use of technology has played a vital role in the growth of groups as it has
evolved from asingle business to 5 different business across 40 locations worldwide in
the last three years.

Nirala Sweets Pakistan leading mithai manufacturers is pursuing a geographical

expansion. The company ha successfully launched a retail outlet its home city, where
all the previous outlet where located. Many of the lessons learnt in that expansion are
either forgotten or many unknown factors emerge in the planned new project in
Karachi. A new professional manager, hired by the company is sent to resolve the
problems. The case allows students to see the many uncertainties that affect a new
project in Karachi. A new professional manager hired by the company is sent to resolve
the problems. The case allows students to see the many uncertainties that affect a
new project as well as the importance and limitations of project planning. The case is
intended for early use in a graduate course in project management or management of
growth .
Nirala Sweet does not call Nirala as organization they call a FAMILY.All the people working in it
starting from the CEO to the LOWER KARIGRS are all family members.
Organizational Structure
Departments

NIRALA

Chain of command:

Marketing Sales Operations

Production Accounts &MIS
Supply &Distribution Design & Division
Research & Development Management

CEO

B.O.D

G.M

Sr .M

Officers

Executive
s

Workers

Team:
The Nirala team consists of dedicated professionals such as MBAs, CA, food technologists,
Graphic Designers, who are always in quest of exceeding customers expectations through latest
products and work practices. The Nirala team is a select group of highly motivated professionals
who reflect the highest level of accomplishment in the industry.

TEAM Members

 Waqas Ali (Quality Assurance)

 Awais Ahmad

 Tariq Barkat Area Manager

 Tahir Zabhi Ullah

 Asif Zia ( Network and system Administrator)

 Shahid Mahboob ( Network and system support Coordinator)

 Atif Raza ( Network and system support Coordinator)

 Nadeem Shafiq ( VAS Executive )

 Usman Ghani ( Assistant Manager HR )

 Muhammad Azam (Adviser Account Advance and Taxes)

 Ijaz Basir (Manager Administration)

 Tanvir Bashir (Offi cer Design)

 Abdul Sattar ( Head Karigar)

 Muhammad Azam (Manager Store and Procurement)

 Haroon Iqbal (Store Offi cer)

 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.
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 byNirala 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.

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 purposeNirala 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
researchNirala 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.

Supply Chain Management:

The Nirala ensures timely and effective distribution of the products to chain of Nirala sweets stores

spread all across Pakistan.From Transportation to obtaining route permits and approvals , is done by this

department.

R&D:

Nirala is launching the new namely NiralaDoodh UHT Milk,Nirala UHT Cream,Nirala Pani,
Bouncer Juice Drink,Nirala Snacks products.

Competitors:

Major Competitors in Pakistan

Lahore Gourmet,Fazal sweets&Rafique sweets

Islamabad-Rawal pindi Jameel Sweets,Fresco Sweets
Karachi Qasr-e-shaheen

SWOT ANALYSIS
Strengths:
Research and Development Center:

By having a strong R&D center Nirala is offering a quality product to their customers. Nirala is
offering a product to their customer in different packing and according to different occasions.

　Well Organized Structure:

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

Computerized Database System:

Nirala 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 Nirala sweets.

Quality:

By applying the various strengths Nirala offers the product to the customer. Nirala 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.

Customer Retention:

As Nirala is offering complete range of sweets to their customers with the best quality and
taste. Nirala is able to retain the customers because of its brand name and worth of the brand.
As retaining the customer is better rather than switching towards the new customers.

Online Purchase:

One of the major strengths of Nirala sweets is to purchase online. You can now send mithai,
flowers and gifts to Pakistan from anywhere in the world, whether you are in another city or
another part of world

Weakness:

Less Financial resources for advertisement:

Nirala is using less financial resources for advertisement. By using the appropriate resources
they can advertise their product by different tools of advertisement.
Latest Machinery required to increase the Production Rate:

Latest machinery is the key strength of any organization, but Nirala lacks in this point. By using
the latest machinery Nirala can increase the production rate.

No broadcast media is used:

The term broadcast media covers a wide spectrum of different communication methods such as
TV, radio, newspaper, magazines and many other materials supplied by the media and press, so
more focus should be on broadcast media

Opportunities:

Many cities to capture:

One of the most important opportunities is that Nirala can increase their target market by
capturing other cities which consist of the potential customers.　

Brand Worth:

Nirala is the well recognized brand nation wide and it is also operating internationally which
means the worth of the brand is good in the mind of the customers. Because of the brand
worth Nirala can come up with the different market of bakery products.

New market to explore nation wide and internationally:

It is the great opportunity for Nirala to expand their business and market by exploring the new
markets nation wide and internationally

Threats:

Gourmet Bakers,Fazal& Rafique Sweets

Gourmet could be a big threat because it is also offering a sweet Nirala’s taste and quality
could be the restrictive force for other to penetrate.

Change in the consumer preference:

Changing of consumer preferences is a major threat of any organization. As if we talk about

Nirala sweet now people prefer cakes overs sweets which have become a major threat.

Fazal and Rafique Sweets with low rates:

Price of Rafique and Fazal are low as compare to Nirala and it could be a threat for Nirala
Sweets. However Nirala is charging high price and also giving high quality to their customers.
 　

It enjoys 50% market share,which is greater than any other competitor in Lahore.

Nirala Market Share

Analysis
Nirala 50%
Gourmet 25%
Fazal Sweets 15%
Rafiq Sweets 7%
Others 3%

Q#1:How can Nirala sweets sale their products on low rates as competitors are doing?

Q#2:Should they improve performance evaluation Criteria of employees?

Q#3:Is expansion of Nirala Sweets profitable?