One learns more through action and experience, which leaves its mark forever.

Similar experience has

been observed by the MBA II students of retailing class. An extraordinary trip has been arranged by Mr.
Jami Moiz in Metro for the MBA II students. A great learning experience of how Retailers in Wholesale
Business manage their inventory and stock, how they plan and merchandize, promotion, prices,
bundling etc. We came up to know how their operations are running, learned new terminologies and so
on. We were shown and briefed about each section of Metro and their item positioning, to catch
consumer or customers eye, from sports to stationary, apparels to accessories, electronic appliances to
house hold item, bakery to butchery and frozen items to grocery. In order to make the subject more
applicable, our teacher Mr. Jami Moiz actually made a retailing field trip to enhance our understanding
of the retailing business. What a better place for a field trip than Metro.
Metro ranks 7th among the global food retailer. Metro group, Germany based, entered the Pakistani
market in 2007. Within a span of 18 months, it had expanded its business by opening 5 wholesale
centers. As of today, Metro is operating 10 wholesale centers in Lahore, Karachi, Islamabad &
Faisalabad.
A broad range of assortment provides professional customers with a unique one-stop shopping
experience including innovative and customized services. Worldwide METRO Cash & Carry is
particularly known for its exceptional competence in fresh food ranges.
Why one goes to Metro? Because of its one-stop shop, lowest possible prices, stock availability,
extensive business hours, quality guarantee, free parking, after sales services, promotional activities,
simple but comprehensive billing system and great value for money.
Customer Health care
Metro has shown its commitment to the environment by the use of R.O. filtration and proper waste
management system. Even their food packing is biodegradable. To ensure food proper quality,
temperature and proper lighting is maintained as required by different food products. Proper medical
testing is conducted of employees to avoid any hiring, which could be infected with diseases like T.B.
All food products have proper expiry dates mentioned on them; even dry fruits have expiry dates
mentioned.
Proper Facility Design
Metro has the biggest structural layout with proper evacuation plan. Largest car parking with 450
parking space and best building security system as compared to other super markets or shopping
plazas. Metro has proper safety fire detection and fire-fighting system. All exits are properly marked
with multiple exits from where one can evacuate in case of emergency. They are providing safe
environment for families, safe grocery shopping and secure environment.
Average Sales
Metro transacts approximately 2,000 invoices on daily basis. Maximum Sales are in the start of the
month, followed by mid month and the end of the month, where sales are approximately 30% lower.
Weekends sales are higher than the rest of the week. Marketing strategies like More Than Sastaa and
other special offers are valid on weekends and Monday. Maximum footfall and sales in Karachi are in
the evening i.e. after 1800 hours, whereas, in Lahore they are during mid day.
Entertaining Dealers and Retailers
Staff Managers represent different brands to entertain customers. Metro has other retailers and
wholesalers as its customer. Retailers can cash and carry and also get delivery at their shops. A team
of technicians move segment wise and does registration of retailers. When a retailer meets the
minimum business criteria, they get their Metro membership cards for stores in Karachi. These retailing
are properly coordinated, as no other Metro outlet penetrates into each others regions.

Inventory Management
Efficient inventory management based on seasons, systematic and supplier based. Food, non food
items, everything is defined in the inventory management system separately to meet the customers
requirements and to avoid stock-out.
Merchandizing
Normally in every aisle they have 8 bays with proper merchandising plan. A specific team is
responsible to move and maintain this merchandising plan. Merchandizing plan is made according to
the supplier relationship, negotiation and with respect to their share in the store. All items are
categorized as promotion, regular and bundled. Leading brands are on eye level and small packages
are above or below eye level followed by bulk packages. Placements of products are displayed in both
vertical blocking and in some places horizontal blocking. Metro also has its own bakery by the name
Fine Life and butchery items prepared and managed in house hygienically with high quality standard
procedures. Metro has more than 100 bakery products having also supplied to Nandos and other local
restaurants.
The MBA II students enjoyed this great experience and trip ended with fun and learning, buying fresh
bakerys hot muffins making a warm memory to be always remembered.