Kamran khan ahmadzai

Roll No: 5622

City university of science &Information Technoloy !esha"ar

#ervis shoes Cor$oration

!resented to
%r&shehzad khan
%anaement science de$artment


T'()* +, C+NT*NT#
1) PREFACE
2) ACKNOWLEDGEMENT
1
3) EXECUTIVE SUMMERY
4) INTRODUCTION AND HISTORY
5) VISION AND MISSION STATEMENT
6) In!"n#$%& D!&'"(!n#
)) F'*+", O-.!# D!&'"(!n
/) C+"&+"'! S'.!# D!&'"(!n
0) S-&&., *$'%n D!&'"(!n
11) W$+.! S'.! D!&'"(!n
11) M'"2!%n3 D!&'"(!n
12) 4CG M'"%5
13) SWOT An'.,#%#
14) R!*+((!n6'%+n#

!R*,'C*
It is the requirement of the MBA course Comsats Institute of Information Technology Sahiwal
campus that all students of MBA have to spend two months in any organization to get practical
eposure and to get familiarized with the ways to live in the organizational environment which
is dramatically different from the educational environment! That two months period called
"
#Internship $eriod #% if spent properly and sincerely% ena&les the students to &e more confident%
more 'nowledgea&le% more responsi&le and% a&ove all% more committed to its wor' in the
practical field! I have also &een assigned to do internship of si wee's period in Servis Sales
Corporation% which is a $a'istani local company and have () years eperience in the mar'et!

This internship period in Servis Sales Corporation has ena&led me to understand the
practical scenario and sharpen our decision ma'ing power and utilizing the resources
in an effective manner% so that &y using our resources% how we can maimize our
profit!
In preparing this internship report% I have put all of my &est efforts and tried my level
&est to get maimum 'nowledge a&out SSC! *espite of my all the coherent efforts% I
do &elieve that there will always &e a room for improvement in the efforts of learner
li'e me!
'CKN+-)*./*%*NT
The whole praise is to almighty A++A,% creator of this universe! -ho made us the super
creature with great 'nowledge and who a&le me to accomplish this wor'! I feel great pleasure
in epressing my deepest appreciation and heartiest gratitude to my Teachers of Comsats and
to the staff of Servis Sales Corporation for their guidance and great help during the internship
period!
.
I would li'e to epress my deepest affection for my parents and friends who prayed for my
success and encouraged me during this internship period! I appreciate and ac'nowledge the
patience% understanding and love provided &y employees of SSC!
A to'en of special than's to the following people who had &een very friendly% co/operated with
me throughout my internship period in Servis Sales Corporation and made it possi&le for me to
learn and gather all the information needed for my internship report with as much detail as I
could! These are the people who in spite of their &usy scheduling too' time out to eplain to
me the procedures and mechanics of wor' in the organization! My internship report would not
have &een possi&le without friendly and helpful attitude of following people!
Mr! 0ahim A'&ar Mian Manager ,1
Mr! 2ounas Business Manager 03+
Mr! 4sman Bar'at Merchandise $lanner Supply chain
Mr! Mudassar I'ram Category Analyst 03+
Mr! Attique/4r/1ehman Senior Manager Corporate Sales
Mr! Asim Ma5eed Asst! Manager Corporate Sales
Mr! 1ashid 1afqiue Corporate Sales 3fficer
Mr! Adnan A'htar Category Manager -hole sale
*0ecutive #ummary
Servis 6roup is $a'istan7s largest footwear manufacturer and eporter! It also has interests in
retailing! Its 6roup Company% SSC $rivate +imited% is the country7s largest retailer and
wholesaler of footwear!
The 6roup was set up in 189: and today has sales of more than $;1 8 &illion!
<
The Company runs its footwear retail &usiness under Servis &rand as Servis Shoe Stores! It
has further esta&lished some of the most loved footwear &rands including *on Carlos%
Cheetah% Calza% +iza% Toz% and S'ooz! It also has distri&ution alliances with leading
international &rands in footwear including =I;>% CAT and eclusive franchise of >CC3 in
$a'istan!
SSC a part of Servis 6roup -hich has a rich heritage spanning over half a century and is
today regarded as one of the most respected corporate citizens! The 6roup invests actively in
CS1 initiatives and pro5ects ? nationally as well as a&road!
SSC is respected for its innovation footwear designs which are a result of its considera&le
invest in merchandising and product development departments! This has proven to &e a
driving engine for the &usiness that has produced millions of satisfied customers! The
Company has strategic relationships with 6roup companies which offer world class footwear
manufacturing facilities in $a'istan!
SSC 1etail Business currently comprises Company 3perated Stores% Agencies% and 0actory
3utlets! The &usiness is now eyeing +arge 0ormat Stores and 0ranchise Stores as its future
growth engines!
Servis 6roup employs close to :))) people in its following 6roup Companies@
Service Industries +imited
SSC $rivate +imited
Shoe $lanet
Soul Collections
Servaid $harmacy
9
A&ove all are separate entities and wor' their own! +i'e there are three two outlets yet of Shoe
$lanet in +ahore and ;arachi where there are imported &rands with Servis shoes are availa&le!
Shoe $lanet is a really a &ig outlet!
Soul collection is dealing in ladies shoes and same li'e Stylo! There is a wide range of ladies
shoes is availa&le all the time on Soul Collection and Soul collection has their own networ'!
Servaid $harmacy as the name mention is dealing in $harmacy and has a good name in the
field of $harmacy and this is now a growing &usiness of Servis!
Introduction and history
-al'ing on the roadside% running on a trac'% clim&ing the roc's% going for a formal meeting or
simply shopping on wee'end% one thing is an imperative for you! ThatAs footwear! =othing
compares to a pair of shoes that are trendy and comforta&le% and this is where Servis comes
in! Ma'ing its de&ut in 18(< in the footwear industry of $a'istan% Servis today has &ecome the
most sought after name in the shoe industry!
(
Servis Sales Corporation is the flagship company of the group with headquarters location in
+ahore! Servis started its operations with a small factory in 6u5rat and esta&lished its second
factory at Murid'e Sei'hupura 1oad in 18:B! Today Servis is the largest footwear eporter of
the country!
-inner of 0$CCI trophy for &est eport performance si times% product innovation is the most
important element in companyAs mar'eting strategy and that is what ma'es Servis% a shoe
company par ecellence!
$opular Servis &rands include Cheetah% *on Carlos% Calza% +iza% S'ooz% Toz% Servis and more!
Servis offers a new product range twice a year at the &eginning of summer and winter
seasons!
Servis en5oys a rich history of ecellent performance! 2ou can &an' on Servis for your
requirements! 4nsha'ea&le trust% unmatched products% super& quality and an amazing a&ility
to satisfy the ever increasing needs of its clients are some of the qualities that ma'e Servis
your un&eata&le partner!
1ision #tatement
Be the fastest growing company in every mar'et we enter!
%ission #tatement
B
SSC will@
Maimize value for its shareholders and &usiness associates!
>nsure product innovation and a &uying eperience that consistently eceeds
customerAs epectations!
Become a 1) &illion rupee company &y ")1" through leveraging its &rands%
distri&ution and retailing strengths!
+everage technology to gain competitive advantage!
Strive to provide an environment where employees will &e developed% rewarded and
provided with greater opportunities!
Continue to improve the quality of life of itAs employees and their families!
.e$artments
The following are the departments where I wor'ed as an internee and eperienced a good
time with the Servis employees!
0actory outlets *epartment
Corporate Sales *epartment
Supply Chain *epartment
-hole Sale *epartment
:
Schedule
I divide my ( wee's according to letter plan given &y ,1 Manager% and spent two wee's
in 0actory 3utlets *epartment with Mr! Mudassar I'ram who is supply chain analyst then two
wee's in corporate sales department with Mr! 1ashid 1afique who is Corporate Sales 3fficer
then two days in Supply chain C1etailD with Mr! 4sman Bar'at CSenior Merchandise $lannerD
and Mr! Eaiss AslamCMerchandise $lannerD and then finally two wee's in -hole Sale
*epartment with Mr! Adnan A'htarCCategory ManagerD and AwaisCCategory AnalystD!
,actory +utlets .e$artment
Hierarchy of Factory Outlets Department:
8
Business Manager
Mr! 2ounas
Supply Chain Analyst
Mr! Mudassar I'ram
Supply Chain Analyst
Mr! 6hulam Muhammad
There are .. factory outlets in all over the $a'istan!
Servis Sales Corporation which is wor'ing under Servis industries $rivate +imited is doing its
&usiness in retail which is further divides in 03+ and A pair!
According to management 03+ is very small part of their &usiness however retail is &ig 6iant!
03+ strategy is very simple! 03+ strategy is to sale the re5ected material of factories special
low price articles% dead articles which are not giving sale on the shops and also some A pair
articles which are specially prepared on order from +ocal venders! I understood from this that
the main purpose of 03+ is to help out the company and save from losses which may &e
company have to &ear &ecause of re5ection without eisting of 03+!
1eference@ Mr! 2ounas CBusiness ManagerD
Servis Sales Corporation has 6 sources from where it ta'es delivery of shoes!
There are two Servis 0actories!
1! Service Industries +imited 6u5rat
"! Service Industries +imited Murid'e
There are . +$3As C+ocal $urchase officesD which is now 'nown as Sourcing 3ffice!
.! ;arachi%
<! +ahore
9! 0aisala&ad!
And the last source is@
(! Imports!
-or'ing of these +$3As is to develop the vendors!
As Servis has " factories in 6u5arat and Murid'e which are full pac' means these factories
produce fully according to their maimum capacity% &ut this production is not enough for Servis
retail so then Servis go towards outsource from their Sourcing offices which are in +ahore%
;arachi% and 0aisala&ad! The Supply chain Analyst according to their need place the order
after chec'ing out all the needed factors li'e closing stoc'% demand and last fortnight sale and
1)
the sourcing department ma'e shoes from the local venders and then Supply chain analyst
allocate the dispatches according to their factory 3utlets need!
In FOL there are 4 types of shoes.
1 A/$air
" 1e5ections
. Imports
< +ow $rice Articles
The purpose of factory outlets is to promote the 1etail CA pairD and grow customers and to sale
the re5ection!
Target ustomers.
Basically 0actory outs is wor'ing on re5ection and special low price articles% so our targets are
low income people who cannot purchase imported &rands and costly shoes!
Source of FOL
0rom the production of the factories when there is some re5ectionCnot 1))FD means error up to
some etant occur in the pair then these articles go towards factory outlets then 0actory outlet
sale these articles at low price% sometimes 03+ have to face a pro&lem li'e sometime there is
less re5ection in the factories which do not fulfill the need of factory outlets then 03+ ma'es
estimates and give orders to Sourcing offices according to their needs and sourcing offices
from the venders ma'e articles according the production order of 03+!
1eference@ Mr! Mudassar I'ram CSupply chain
analystD
Franchising
The interesting thing is that Servis does not give 0ranchise of 03+ to $u&lic!
All the .. 0actory outlets are SSC owned! But Servis is giving 0ranchises of 1etail CA pair
articlesD!
11
De!elopment
Servis retail shops are going to &ecome online in coming days &ut now all the shops managers
send their data to "anta# solutions who converts this data into soft copy!
$or%ing of a Supply hain &nalyst
Manta' SolutionsCComputer related company who is wor'ing for SSCDsend the soft data to
supply chain analyst which they receive from outlets then supply chain analyst analyses this
data and ma'e their estimates that how much they have need for their outlets and how much
they should give order and how much articles and for which outlets! Then they send $o
Cproduction orderD!
'rands of FOL
The following are the &rands of 0actory outlets
Cheetah
+iza
Calza
S'ooz
Toz
*on Carlos!
ategories and (anges
There are different categories and different ranges of sizes!

)nglish si*e French si*e
1D Men (/1) .8/<9
"D +adies ./B .(/<1
.D 2outh "/9 .9/.:
<D Boys 11/1 "8/.<
9D 6irls 11/" "8/.9
(D Child <%9/1) ")/". % "</":
1"
The following are the sub categories of a&ove categories!
1D Sports
"D Shoes and Moccs
.D Chappals
<D Sandals
9D Canvas
(D >GA
BD $GC
:D ,awai
1eference@ 6!M ;han CCategory AnalystD
Targets and +rofit
03+ targets are 1<)F of previous year! 3nly 03+ targets are .8 'arores in ")): of which
round a&out 19 'arores have achieved! 1
st
si month of the year is not so much running and
profita&le and maimum sale is related with the last si months!
+romotional Strategy
The recent promotional activity which Servis has introduced is #Jeet Ka Shashka A
scheme for the end user% Cash prize through scratch card to every customer who
consumes more than 9)) 1S!
+rice (ange
The 03+As articles price is very economical and for low income people and 03+As
price ranger is less than B))/:)) rupees!
Distri,ution hannel
SSC is very choosy a&out place and open their outlets after determining many aspects li'e
population of the area % income of the people of that area % competitor in the area % location
etc!
+roduct De!elopment
03l receive photographs or samples of articles from the +$3As and then choose different
articles which li'e most and then order for the production according to need!
1.
Future +lanning
Servis plans &efore the &eginning of the year and the season! +i'e Hune is going on and
the Management is planning for >id and winter!
In the retail shops Servis sales their A pair articles through the advertisement then near the
off season through sales then through reduction in prices and if some articles are
&loc'edCnot saleD then company stop to the production and send these all articles from
retail to 03+ and sale these articles on low prices in 03l and they plan li'e 9 years
planning% net year planning% this year planning% >vent planning% seasonal planning etc%
and thin' a&out the coming event round a&out ( months li'e now >id is coming and we
have made all the plan a&out >id &ecause our .:F target sales come from >id!Servis
divides the cities in different districts and this is their own setting for understanding%
following is the detail!
1eference@ Business Manager
S.no Districts -um,er of FOL.s
1 $eshawar "
" 1awalpindi .
. 6u5rawala <
< 6u5rat .
9 Sargodha "
( +ahore1 <
B +ahore" <
: 0aisala&ad <
8 Sahiwal "
1<
1) Multan "
11 Su''ar "
1" ;arachi "
All the Servis articles have different codes li'e Calza .9)% S'ooz "B)% and +iza <"8 etc! There
is no duplication chance in 03+ and 1etail shops! There are different sla&s of different articles
li'e if article Calza .9) has &ecome a dead item in retail shop then if company wants to sale
this article on 03+! then there is a sla& of this article which tells that at which price to sale this
article! Servis outlets have a&ove :)F articles availa&le all the time! Servis li'e its competitor
IBATAA imports shoes from venders! The &usiness manager and the team visit China and give
them order according to their need so in this way Servis imports! =ow the question is J why
there is need of ImportsK Because in $a'istan they have to &ear much cost and also
$roduction is also not fulfilling the need! In 03+ dept% there are only three main persons who
are wor'ing and giving &usiness of &illions to the company! 3ne who watches factories% one
who watches +$3As and one is the &usiness manager who watches all the things and also
plans how to generate profit and ma'e all the decisions!
Two years &efore when the name of 0actory outlet was B pair shops at that time there was
some difference in shops% Company was not showing its interest in 03+ and shops were old%
not decorated and not giving sales% &ut two years ago company changed its thought and gave
value to 03+ li'e now our 03+ shops are same li'e A pair shops% these are also renovated and
furnished and giving different schemes li'e now #Heet 'a Shash'aL!
Targets set &y Management himself &y estimating their sale to chec' out last year performance
and &y new opened shops! +i'e if target increases &y <)F then ")F target from old shops%
1"F from new opened shops and the left target from sale or reduction!
1eference@ Mudassar I'ram CSupply chain AnalystD
This is some facts and figures of last year!
19
In
first row there are target sale pairs which the company assigns to sale minimum pairs! In
second column there is the value of target sale which the employees achieved on the &ase of
this value the company assign them 1S! "<)%B1.%8)) target sale and they achieved more than
the target which is ":)%9B"%)1.!
-e can understand easily from the following graph!
Target sale +airs. Last year Sale
!alue/achie!ed
!alue0
Target 1alue for
this year
Target Sale
!alue/achie!ed
!alue0
:::%.B< 1:<%88:%9<: "<)%B1.%8)) ":)%9B"%)1.
1(
Cor$orate #ales
This is the hierarchy of this department.
1B
Country manager
Shahid Iq&al
Senior Manager
AttiqMur/1ehman
Asst! Manager
Asim Ma5eed
Corporate Sales
Assosiates
Mr 1ashid
Today% Servis is fully geared to deliver the &est to its corporate customers! 4nsha'ea&le trust%
unmatched products% super& quality and an amazing a&ility to satisfy the ever increasing
needs of its clients are some of the qualities that ma'e Servis your un&eata&le partner! =o
matter how &ig the consignment is or how fast it has to &e delivered% Servis is always there!
Servis en5oys a rich history of ecellent performance! 2ou can &an' on Servis for your
requirements! 0rom safety shoes to trendy sandals% from highly quality 5oggers to matchless
formal footwear nothing compares to Servis!
$opular Servis &rands include Cheetah% *on Carlos% Calza% +iza% S'ooz% Toz% Servis and more!
Servis offers a new product range twice a year at the &eginning of summer and winter
seasons!
Corporate sale department is very small department as compare to 1etail and wholesale &ut
here the wor'ing is interesting &ecause the main reason is there is direct interaction with the
customer!
+roduct (ange
All categories of leather footwear and sports shoes!
Canvas shoes!
1u&&er sandals and slippers!
Safety shoes!
6as mas's
1:
Corporate Sales
Assosiates
0aisal Imtiaz
+roducts
1D Safety Shoes!
"D +aw and 0orces shoes for Army and $olice!
.D Third one is all the simple shoes li'e Cheetah and *on Carlos etc!
1eference@ Mr! Attique 4r 1ehman
+rice (ange
1s! :)) to1:)) per pair!
Corporate sales department actually &ased on the concept of Customization! To change the
product or to ma'e the product on the demand of their customer which fulfill the customer7s
needK Safety shoes is a shoes which is actually for the safety of the employees of any
organization especially who are wor'ing on the sensitive places li'e $eople who wor's
electricity department% oil factory% sugar mills etc!
The main source of the corporate sales &usiness is Tenders! They o&serve every tender
specially &ul' quantity tenders which give them a good &usiness! There are two types of &ids
in tenders one is Technical Bid other is Commercial &id!
1eference@ Mr! 1ashid 1afique
Mr! Attique who is the senior manager of corporate sales told me that the last year target of
corporate sales department was 1)) million which they easily achieved and now we are
loo'ing for 1<) million minimum!
-e can say that this is the smallest department of Servis Sales Corporation and we can easily
determine this thing from their targets as we had seen the 0actory 3utlet! But to run this
department seriously is really necessary &ecause to stand in the mar'et and not to give way to
the competitor% this is also a source of advertisement also up to some etant and company is
gaining a heavy profit from here!

18
Strength Servis has a main strength which ma'es the Servis superior than other footwear7s
that is *irect In5ect technology! *irect in5ect technology is a technology &y which company
ma'es the shoes as a single piece% there is no any 'ind of stitches etc in these shoes% and this
technology is in the 6u5rat factory not anywhere else! As we can see Servis has covered all the
ma5or companies of $a'istan &y mentioning this latest technology!
1eference@ 0aisal CCorporate AssociateD
I also learned how to send faes to customers and interact with them and which companies
are the customers of Servis% I have complete list of the customers and I mention some of the
customers &elow!
1D Adam Hee Insurance
"D $a'istan Air 0orce
.D Air port Security force
<D Chevron
9D Coca Cola
(D *,+ $a'istan
BD >ngro chemical $a'istan +imited
:D Attoc' $etroleum +imited
8D Atomic >nergy Mineral center
1)D Atlas ,onda +imited
11D 0au5i 0ertilizer Company +imited
1"D =+C
1.D Multan >lectric Supply Company
1<D Millat Tractor +imited
19D +ahore electric supply company +imited
1(D Indus Motors
1BD 0rontier Corps
1:D 00C +td
18D 3'ara Army
")
")D 3rient
"1D $a' American 0ertilizer
""D $a' Ara& 0ertilizer
".D 2ounas Tetile Mills
"<D 4!>!T
"9D Sindh $olice
"(D 1escue 11""
"BD 1angers C$un5a&D CSindhD
":D $S3
"8D $un5a& $olice
.)D $eshawar >lectric supply Company
.1D $a'istan post 3ffice
."D $a'istan Steel Mills ;arachi
..D $a'istan Air force!
The a&ove are some famous and ma5or clients of corporate sales!
I also chec'ed all the files of these companies their quotations% Invoices and 6oods receiving
notes and ma'e the filing of the new ones!
+rocess
0irst of all search of the customers from different sources li'e the main source is
internet then newspaper% tenders etc!
Categorized these customers!
Then contact to these customers through phone and get the information!
Then senior manager Mr! Attique/ur/1ehman meets these customers!
Introduce the product to customers!
"1
Then customize the shoe according to customer need! +i'e if they donAt want laces on
the shoes then remove the laces% if they say that soul should &e li'e this then soul must
customize li'e that etc!
1eceive the Euery from customer!
Chec' availa&ility!
Then give the quotation to customer
""
This is an eample of an original Euotation which company sent to its customer >ngro
Chemical/$a'istan/+td!
".
The follo2ing is an e3ample of a +urchase order 2hich customer4 )ngro chemical
sent to the department.
"<
"9
Then corporate department give $roduction order to factory!
0ollow up the factory &ecause time is the main factor in all the process!
Then send a copy of 61= C6oods receive notesD to the factory and a copy to +ogistic
department!
5(- is that when the customer receives the product sign on the note and the delivery
person su&mit the copy to +ogistic!
Document +rocess for Sales
There are two types of sales!
Direct Sales Tender Sales
*ataN+isting Tender addNInformation
"(
TelephonicNIntroduction +etter Collection of Tender 0orm
EueryN1equirement Ma'ing of >arnest Money
Euotation and SamplesNCatalogue Samples
$urchase 3rder from Customer Euotation
$roduction 3rder to Source Tender $articipation
Confirmation of $roduction of required
Shoes
Convincing Gisits
61=NSupply +etter of Intent
Bilty $urchase 3rder
Invoice from Source 1eturn of >arnest Money
Signed 61= from +ogistics Security *eposit
Sales Ta Invoice from ANCs for customer $roduction order to source
$ayment Confirmation of $roduction for
Inspection call
Ta challan Inspection Approval
Inspection Certificate
61=NSupply
Bilty
Invoice from Source
Signed 61= from +ogistics
Sales Ta Invoice from Accounts *eptt!
$ayment from Customer
1eturn of $erformance
after Completion of $eriod
#u$$ly Chain
Hierarchy of this Department
"B
6M CA&&as Ali SheraziD
Senior $lanning Manager
Supply hain department.
In actual Supply chain is a&out the planning and distri&ution of 1etail! All stages involved%
directly or indirectly% in fulfilling a customer request! Including the manufacturers% suppliers%
transporters% warehouses% retailers% and customers! -ithin each company% the supply chain
includes all functions involved in fulfilling a customer request Cproduct development% mar'eting
operations% distri&ution% finance% customer service! Customer is an integral part of the supply
chain! Includes movement of products from suppliers to manufacturers to distri&utors% &ut also
includes movement of information% funds% and products in &oth directions!
$ro&a&ly more accurate to use the term #supply networ'L or #supply we&L
Typical supply chain stages@ customers% retailers% distri&utors% manufacturers% suppliers! All
stages may not &e present in all supply chains!
1eference@ CMr! Eaiss AslamD
. Categories@
Men
":
2ousaf
Muneer
Eiass
Aslam
0ahad
Sadaqat
Sheraz
Baig
M /
4sman
Sara
Tufail
Oaid Bin
Shah1u
$lanning Manager $lanning Manager $lanning Manager
Merchandise $lanner
+adies
2B6C C2outh% Boys% 6irls% ChildrenD
Men category loo' after &y Mr! A&uBa'ar% +adies loo' after &y Miss Samia Saleem and 2B6C
loo' after &y M1 4sman Bar'at!
>ach category is divided in su&categories which are the responsi&ilities of the other mem&ers
mention in the hierarchy!
Su&categories are@
"en4 Ladies4 6'5
Support Shoes
Shoe Moc
Chappal
Sandal
Canvas
,avai
$GC
>GA
Maimize overall value created! Supply chain value@ difference &etween what the final products
is worth to the customer and the effort the supply chain epends in filling the customerAs
request! Galue is correlated to supply chain profita&ility Cdifference &etween revenue generated
from the customer and the overall cost across the supply chainD
Supply hain +lanning
*efinition of a set of policies that govern short/term operations!
0ied &y the supply configuration from previous phase!
Starts with a forecast of demand in the coming year!
$lanning decisions@
-hich mar'ets will &e supplied from which locations
$lanned &uildup of inventories
Su&contracting% &ac'up locations
Inventory policies
Timing and size of mar'et promotions
"8
Must consider in planning decisions demand uncertainty% echange rates% competition
over the time horizon
1eference@ C4sman Bar'atD
Feed,ac%
I spent only two days here in supply chain department and this was the cooperate of Mr!
4sman Bar'at and Mr! Eaiss who guide me so well that I am a&le to 'now a&out the Supply
chain department only in two days!
-hole #ale
$holesale Department
.)
Company
Corporat
e
1etail -holesal
e
*ealer =etwor'
1etailer
'rands
Cheetah //////// Hoggers
*on Carlos////// 0ormalNCasual Shoes
=/*ure///////// Casual Shoes
Maimus///////0ormal Shoes
Calza/////////// 3pen Chappal
+iza//////////// +adies Slippers
S'ooz////////// MenN+adiesN2outhNBoysN6irlsNChildren
.1
Hierarchy of the Department
."
*epots are the channels from where whole sale department distri&utes or sales shoes to
dealers!
..
Country ,ead
< 1SM
Oaher/ud/*in Ba&ar C=orthD
Azhar naeemCCentral PD
Ifti'har hussainCCentral "D
Syed 4roo5CSouthD
3peration
Manager
Senior Manager $lanningQ
*evelopment
Category
Manager
Category Analyst
There are 1. *epots in all over the $a'istan!
There are round a&out "))) registered and non registered dealers!
>very *epot has a &ig store &ehind the show room! *ealers come and ma'e choice of their
own and place the order that this article we need in this quantity then if the stoc' is availa&le at
the store then the store 'eeper dispatches otherwise ma'e order to the wholesale department
and the wholesale department according the present and future need place the order towards
the factory!
(e#uirements to ,ecome a Dealer
To &ecome a dealer first of all the candidate has a place of his own and then he have to fill a
form and su&mit a non/refunda&le amount of 1S! 9))!
There are two types of dealers% one is registered and others are non/registered dealers!
-ho pay the fees is registered and who do not unregistered!
1egistered dealers have a &enefit of discount and credit facility more than non/registered!
1eference@ Mr! Awais CCategory
managerD
Targets and achie!ements
+ast year target of whole sale was 1!9( &illion rupees!
The department achieves 1!(1 &illion!
+rocess
-hole sale department receives A$* from *epots . months ago!
.<
3n the &asis of previous% sale% stoc'% demand etc send order for production!
In case of factories there are daily dispatches!
In case of +ocal% give allocation for one month!
In case of imports no involvement of *epots eists!
-hole sale department with their own will and demand send order in case of imports!
Then when the consignment comes distri&ute in the field total consignment through the depots
order and own forecasting!
"ar%et Sur!ey
Then on 1B
th
Huly ")): I went to mar'et on two shops on a survey!
I visit Bar'at Mar'et shop and 2 &loc' mar'et in *efense
I chec'ed the new articles of S'ooz which recently come from +ocal purchase these were
S'ooz .":% .(B% and .((! I chec'ed their sales &ut that was nil &ecause these were recently
coming articles!
I as'ed a&out the &est article of the year! That was $B)9 and $B)1!
In ladies 6+)( chappal was most selling item!
In Bar'at average price of article was 1))) 1S!
In *efense average price range was "))) 1S!
The following are the facts and figures of previous and this year in which we can see last year
sales pairs and last year sale value with this year sale pairs and this sale value with total Fage
comparison of this year with previous year!
#ale ,rom #ale ,rom #ale ,rom #ale ,rom
.9
2#t& 3an& 2#t& 3an& 2#t& 3an& 2#t& 3an& Totally
!airs !airs 1alue 1alue 4 '&
)&y T&y )&y T&y )&y
%en
Sports+Cheetah
(PU) 788949 49:9:; <98;:;446.6 78;:::;64

1<(!11
Shoes/Moccs 49=8;4 47944= 7<66:7884.7 7=4=>>688.>

1):!9<
Chappals 9879<=> 9<=8<47 7>68;88=4 46::46;<<.<

1"1!B.
Sandals ==<>< =>746 778484;4.;< 7=:6=9>=.7:

1):!:9
Canvas =:8<> =646< 994:4=46.>9 98477>=:.=>

8)!BB
PVC <:747 9=46; 79:<9;> 9><>=9<

9B!":
EV :;7; 9: 9<6688>.= 9;>4

)!1<
Ha!ai <8:=8 99;<9 9<<9:4=.6< ;><4>:.:;;7

(<!)<
Total %en 9:<8>97 <<4<:88 :;7;;=6=>.= 99>9=46:9>

9<9.74
)adies
Sports ;<: 7==6 766:<> 99;74;8.77

.18!:1
Shoes/P"mpies 99=66< 94=687 768:8;67.:7 4;77;>84

1.1!1(
Chappals 6<=;>7 >=9>46 96<789:;6 <96<468:4.4

1..!"<
Sandals <4=9= 9;:<8 ;6=:9<: =6>:947.;7<

B<!":
Canvas <9;:4 <8<4< 77;49<:.:7 78<8;6=.9=6

:8!9.
PVC < 8 98< 8 /
EV =:7= == =49746.64 7;64.>76

)!B)
Ha!ai 989;: ;74: =94:94.;> 4=64<9.6=

::!(<
Total )adies >84=:: 9846=;9 <98>4:<:8.7 <;7:<;464.9

9<:.:<
5outh
Sports+Cheetah
(PU) <7949 7<799 98987688.:= 967946<>.4

1(1!<B
Shoes/Moccs 64:>4 >8:<< 9><<:>7= <<=<9<8;.>7

1".!9<
Chappals =87<: >:7:; 96978>9=.7> <:7:<94:.<6

1:"!"1
Sandals 9<>8; 994<4 7<4>9;9 <>>:9<4

::!89
Canvas =7>9 =899 6><:9<.:7 ;49886.:

1):!91
PVC 8 8 8 8 R*IGN)P
.(
EV <<:6 ;74 9:66=: 699=;

.1!1)
Ha!ai 8 8 8 8 R*IGN)P
Total 5outh 9=>:7> <9:;:: 4>=:9::4.<6 ;9:9:<;7.7:

94>.89
(oys
Sports <8=6= 97848 >7:;67< =84>:>4

()!1"
Shoes/Moccs 649=4 >4:== 9;7<7:88.99 <<>9<6=>

1.1!(:
Chappals 9<7:= 97>=6 9;<9:76.4= 9:7:<4:.;

11"!("
Sandals 9<4:6 9767< <:<9;98 79=<<4;.:9

1)B!:8
Canvas 66>8 :4:> ;9;67;.;= 9<88<76.8;

1(B!"9
PVC 8 8 8 8 R*IGN)P
EV 9;76 <47 9<6787 9;<6=

1.!(B
Ha!ai 8 8 8 8 R*IGN)P
Total (oys 99>8<6 97=<<4 79<8:99:.79 749;8648.6>

98:.4:
/irls
Sports <8=8 99;9 :=4<7= =;;>:6

()!9(
Shoes/P"mpies 4:4;; 6=4;; 98;96689 9=47=<>8

1<<!).
Chappals 7>78 <=46; >8;9=: 4<69746

9"B!8<
Sandals 9<;; 7<7 <94;9> =>4=<

"B!""
Canvas 8 8 8 8 R*IGN)P
PVC 8 8 8 8 R*IGN)P
EV 8 8 8 8 R*IGN)P
Ha!ai 8 8 8 8 R*IGN)P
Total /irls =6674 :<47> 9<6:<;97 <877<:;4

968.9:
Childrens
Sports 94<9= ><:> =>8:4<8 7;=<8=:

(<!98
Shoes/Moccs =<4:; 6>9;= 98974<4> 94944;>6

1.8!9B
Chappals 789;< 47;9; 7=;;7:=.8= =47799>.86

191!:B
Sandals <489; 79;;< 4=:<9<< 694746;.64

1..!B:
Canvas 8 8 8 8 R*IGN)P
PVC 8 8 8 8 R*IGN)P
EV 8 8 8 8 R*IGN)P
Ha!ai 8 8 8 8 R*IGN)P
.B
Total Children 9<8:89 9=9:6< <49979>=.8= <:4;7478.;

9<<.<7
Total (6!airs 966 ?<<79 8 8 R*IGN)P
/7Total: 79>88;; 7>>6667 9789<79:68 96997;8;89

9<7.>7
%arketin
ompetiti!e &d!antage
Servis has competitive advantage on it product range% its &rands name% and $rice!
.:
ustomer Ser!ices
Servis provide Customer Services through give them warranty and guarantee on shoes!
ustomer (elationship "anagement
To develop customer relationship management Servis provide +oyalty cards to their +oyal
customers! >very customer who consumes 19)) 1S to purchase some article can &ecome a
loyal customer and can get +oyalty card &y filling a form and then after some process company
dispatches the card! Company also sends catalogues on customerAs addresses! 3ne time
entry on every 9)) consumed in the shop! +ast year one person won a car who &elongs to
from Hhelum then company advertise him through ads photographs and print media! Company
also provide after sale services!
"ar%eting Strategy
SSC use aggressive mar'eting and ta'e advantage through give ads on TG channels% different
campaigns and promotional activities so their competitor is so far from them on this side!
&d!ertising
There is a team who plan that when there is need of advertisement and how to advertise or
running a campaign &ut there is no advertising agency of Servis so Servis use outsourcing
from different advertising agencies!
(C/ %atri0
.8
This was not difficult for me to find that where SSC falls in BC6 matri! SSC falls in Stars
situation &ecause Stars generate large amount of cash &ecause of their strong relative mar'et
share% &ut also consume large amounts of cash &ecause of their high growth rateS therefore
the cash in each direction approimately nets out! If a star can maintain its large mar'et share%
it will &ecome a cash cow when the mar'et growth rate declines! The portfolio of a diversified
company always should have stars that will &ecome the net cash cows and ensure future
cash generation!
#-+T 'nalysis
<)

SSC ?
Cash Cow Dog
0ollowing are the strengths% wea'nesses% opportunities and threats which I personally o&serve
in the company!
Strengths:
+argest footwear group in $a'istan
() years eperience
3ld employees
Accessi&le to all income segments in country!
6eographical coverage
Gariety of products
Image of dura&le shoes
Strong mar'et share in sports and school shoes
Brand name li'e Cheetah% *on Carlos
$ea%nesses:
0emale mar'et penetration is wea'
+ow aspiration value in high income group
*on Carlos communication seems to &e static! =eed to find ways to &uild on the strong equity
of the &rand!
-ea' corporate image of Servis group
*istri&ution networ' as compare to Bata is little &it wea'!
Opportunities:
$enetration in the female segment
Creation of innovation and customized products
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0urther segmentation within sports segment
Improve shopping eperience at retail outlets
Ma5or portion of mar'et untapped
Threats:
Stiff competition in the mar'et from local and foreign &rands
Aggressive mar'eting tactics &y other shoe manufacturers!
*ifferent mar'et segments have &een targeted &y competition!
4n&randed small players competing against different &rands of Servis
Recommendation
Servis sales corporations is wea' in its competitors analysis% &ecause when 03+ or
1etail sets their articles prices they should &e aware of competitors prices so I will
recommend that they should also study to their competitor that what are BataAs strategy
li'e which campaign or pricing strategy Bata is going to launch!
<"
MIS system is wea'! So there should &e such team who operate mar'eting information
system!
$rices are high of S>1GIS articles &ecause now in the mar'et there are China shoes
and local companies% so now there is need to &e reduce the prices!
$romotional activities are same which were 1) years ago% li'e a low quality &all with
every S'ooz so there is need to change them in this modern >ra!
1ewards and compensations are not satisfying to its employees% so there should &e
such rewards and &enefits that if employees achieve the targets then they should &e
satisfied!
Servis should allow some degree of freedom in its policies and wor' procedures and
policies according to the environment and conditions of $a'istan without having to as'
for permission every time!
In the outlets of Servis there is no availa&ility of all the articles thatAs why positioning of
Servis in general customer is that there is no development in the shoes or the young
generation thin's that there is no fun'y shoes which will attract them so Servis should
ma'e positioning in the mind of customer a&out their developed articles and fleets!
Budget of 03+ is not enough% &udget should &e increase &ecause 03+ is targeting low
income people and giving a good &usiness to company!
<.