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METRO CASH & CARRY

PAKISTAN

SUBJECT: Business Communication Workshop


PRESENTED TO: Mr. Ehtesham Khan
PRESENTED BY: Muhammad Humayun Salam
Bilal Afzal
ACKNOWLEDGMENT

We are thankful to Allah Almighty for providing us strength and wisdom to


complete this report. We are also thankful to our family members for their
motivation and help. Last but not the least we would like to thank Mr.
Ehtesham Khan for giving us knowledge and providing us an opportunity to
prove ourselves.
EXECUTIVE SUMMARY

The purpose of this report is to


TABLE OF CONTENTS

Sr. Description page


No
1. Introduction 1
2. History of Metro 1
3. Metro in Pakistan 2
4. Objectives of Metro 2
5. Guiding principles 2-3
6. Competitors 3
7. Company’s Financial Position 3
8. Product Range 3-12
9. Services & quality 12
10. Distinguishing features 13
11. Working in Metro 13
12. Conclusion 14
1. INTRODUCTION:

Metro Cash & Carry is a leading international company in a self-service wholesale


and operates more than 600 outlets in 29 countries. It is 3rd largest trader in the world,
2nd largest in Europe and largest in Germany with a turnover of € 59.9 billion in 2006.
Metro is operating around 2378 locations in 29 countries, with employees numbering
over 263,000.
At the operational level, the group’s five sales division conduct business
independently in their respective markets. With over 100,000 employees worldwide,
the company achieved sales of € 31.7 billion in 2007. by generating almost 50% of
the total sales, Metro Cash & Carry is the top selling sales brand of the Metro group.
Assortment and service of Metro’s Cash & Carry’s unique business to business model
are targeted only towards professional customers such as hotels & restaurants as well
as small and mid-sized retailers or institutions. The company offer these special
groups a high level of assortment competency both in food & nonfood as well as
attractive wholesale prices. An efficient and internationally conferrable concept
ensures success in entering new markets.

2. HISTORY OF METRO:
The first Metro Cash & Carry store was opened in
Germany in 1964, the first store abroad in 1971. Since then, the concept has
continuously proven to be robust and apt for successful operations in all kinds of
market environments. Three different store formats “Classic”, “Junior” & “Eco”
allow choosing the best solution for a given environment. They differ in store &
assortment size. Lately, the expansion into new markets has been on Eastern Europe
& Asia, using mainly the middle sized “Junior” store format.

Till now, Metro Cash & Carry has had stores in the following countries:
3. METRO IN PAKISTAN:

Metro cash & carry announced its operations in Pakistan in


January 2006. Since then, it has established itself as a potential market leader in a
wholesale. Under the supervision of Managing Director Mr. Giovanni Sorenzo, Metro
cash & Carry Pakistan has opened its first store in the city of Lahore in October 2007.
The company’s country head office is also based in Lahore and currently employees
over 400 people in two offices. It has done total investment of US $180 million and
plan to build and operate 10-15 stores in Pakistan. There are about 250-300
employees per store and the head office is at Multan Road.

4. OBJECTIVES OF METRO:

 Acknowledged first choice cash and carry wholesaler


 Continuous focus on customer needs & satisfaction
 Commitment to ethical & environmental values
 Open communication
 Innovative in all we do
 Commitment to give our customers more valuable for their money
 Win-win partnership with our suppliers
 Our employees are our main asset
 Defined format adapted to local market needs
 Sustained growth of shareholder value
 Strive for reliability and transparency
 Efficient and low cost operations

5. GUIDING PRINCIPLES:
A) TRUST & RESPECT
a) Everybody’s opinion counts
b) We treat every person the same way

B) OPEN DOOR POLICY


a) We avoid organizational barriers
b) Two way communication
c) We encourage change and sharing of ideas

C) EMPOWERMENT TO PERSONEL RESPONSIBILITY


a) We allow people to take risks
b) We consider making mistakes as part of the game

D) BE A ROLE MODEL
a) We determine enthusiasm and commitment

E) SETTING CLEAR PERSONAL OBJECTIVES & TASKS


a) We have implemented a management-by-objectives concept

F) RECOGNITION & REWARD


a) We consider honest & transparent feedback as a “must”
b) We reward high performance

G) TEAM SPIRIT
a) We encourage max. team engagement and knowledge

H) POSITIVE WORKING ENVIRONMENT


a) We guarantee a healthy & safe working environment
b) We encourage innovation & creativity

I) CORPORATE SOCIAL RESPONSIBILITY


a) We are committed to the principles of social responsibility

6. COMPETITORS:

Presently the only competitor of Metro is Makro cash & carry in the same capacity and
also the wholesale markets of every product. But the specialized wholesale market
dealers cannot run any customers’ concerning marketing campaign so in this regard
Metro has to face a stiff competition with Makro. Makro is almost the same services and
it is also the foreign investment. Metro should focus on customer satisfaction to compete
the Makro.
7. COMPANY’S FINANCIAL POSITION:

The company enjoys a sound financial position. The facts & figures can be seen:
Metro financial statements

8. PRODUCT RANGE:

Each store is tailored to address the needs of professional customers. We offer a


wholesale price that leaves the customer room for healthy margins and provide a one-
stop-shop for the customer.

In the food range, freshness is our first priority. This is guaranteed by the efficient supply-
chain and quality control management we have in-place.

In non-food, we offer only products that are up-to-date in terms of technology and design,
and meet all safety standards.

1. Food items
2. Non food items
3. Own brands

1. FOOD ITEMS:

A. DAIRY, FROZEN
The range includes: Cheese, Butter, Eggs, UHT Milk, Cream, Pasteurized Milk, Yogurt, Chilled
Ready Meals, Drinks, Ice Cream, Frozen Vegetables & Fruits and Frozen Ready to
Serve.

B. MEAT

All types of Halal meat (Fresh, Frozen, Processed) is available in a temperature-controlled environment. A
variety of meats is available in different cuttings of Mutton, Beef and Chicken to cater the needs of our
professional customers

The assortment comprises a wide range of meat from local breeds:


- Mutton: (bakra, chatra, dumba)
- Beef: (bachra, katta, cow, buffalo)
- Chicken: (Broiler, Desi)

C. FRESH FISH & SEAFOOD

An assortment of high quality seafood, obtained through local and international sources, is available at
METRO Cash & Carry. The seafood is offered in different forms such as alive, fresh, frozen (raw &
marinated) and delicatessen.
D. FRUITS & VEGETABLES

Think METRO, Think Fresh!


Fruits and vegetables sold at METRO are sourced directly from growers. State-of-the-art technology is
used to maintain freshness and quality while availability is guaranteed by keeping the products under a cool
chain. METRO has its own system for quality analysis and checks. Fruits and vegetables presentation and
packing are designed to make life easier for our customers. There is a wide range of local and imported
products available under one roof.

E. EDIBLE GROCERIES, CANNED GOODS AND BAKERY

Edible Groceries include all such items that are consumed in every part of Pakistan on a daily basis, such as
Sugar, Vegetable Oil, Rice, Spices, Flour, Lentils and many other products. The Canned Goods category
offers Jams, Ketchup, Sauces, Canned Fruit and Vegetables, Pet Food, Canned Fish and other canned food
products. In the freshly baked category, all kinds of breads, cakes, biscuits, etc. are available.

F. SWEETS AND CONFECTIONARY

The assortment includes: Biscuits, chocolates, toffees, chewing gums, candies, tea, coffee, cocoa powder,
crispies, Nimko, powder drinks and dried fruits and nuts.

G. GENERAL GROCERY

Under this category, the products offered include:


Canned Goods - Fruit, Vegetables, Meats & Meat Products, Pet Foods
Edible Grocery - Oils, Cereals, Coffee, Tea, Biscuits, Spices, Seasonings, Sugar, Sauces, Pickles, Noodles,
Soups, etc.

H. TOBACCO AND BEVERAGES

The category offers a wide variety of Carbonated Soft Drinks, Bottled Water, Juices, Energy Drinks,
Squashes, Syrups & Concentrates, Non-Alcoholic drinks and cigarettes.

2. NON-FOOD ITEMS

A. OFFICE EQUIPMENT

These include: Computers, Accessories, Printers, Mobile phones, Fixed Line Phones,
Faxes, School Products, Copy Paper, Packaging Materials, Office Supplies, POS material
and Stationary. All major brands are available under one roof, such as HP, Samsung, LG,
Motorola, Nokia, Aurora, Sigma, Max, Pelikan, Piano, Picasso, etc.

B. MEDIA , RADIO & ACCESSORIES


METRO offers all the famous brand names such as Samsung, Sony, LG, Philips,
Olympus, Nikon, Yashica, Nobel, Fuji, etc. The product range includes TV sets, DVD
Players, Home Theatre, Hi Fi, MP3/MP4 Players, Digital Camera, Camcorder, Game
Consoles, Car Audio, Batteries and Chargers, Books, Journals, Magazines, Newspapers,
Recorded, Unrecorded Media and Storage Media.

C. HOME ELECTRONICS/HOUSE HOLD

A wide range of Home Appliances such as washing machines, refrigerators, freezers,


cookers, microwave ovens, air conditioners, built-in appliances, hand blenders, mixers,
deep fryers, irons, vacuum cleaners and all small electric appliances. All leading brands
such as LG, Samsung, Mitsubishi, Haier, Dawlance, PEL, Panasonic, Siemens, etc. are
available at most reasonable prices.

D. HOUSEHOLD GOODS

The Household range includes products from pots and pans and chaffing dishes to
commercial tableware and glasses for Hotels, Restaurants and Caterers. The selection
includes brands in the following segments:
 Pots & Pans (Tefal, Sonex, Majestic, Prestige)
 Tableware (Luminarc, Clayworks)
 Glass (Pasabache, Bormioli Rocco, Toyonasic, Ocean)
 Cutlery & Cutting Tools (Cocktail, Kiwi)
 Kitchen Utensils & Serving Articles (Fackleman).
 The range also include decoration products (Walther Glass),
 Candles
 Cleaning items.

E. HOME IMPROVEMENT/DIY (DO IT YOURSELF)

The Do It Yourself (DIY) department caters to all home improvement needs under one
roof with strong competitive prices in both local & international brands. Categories
available:
 Lamp fixtures, lamps & bulbs (OSRAM, PHILIPS)
 Electrical items (BUSH) Bathroom & Sanitary (Faisal & ICL)
 Flooring (Krono Flooring)
 Paints and painting accessories (ICI,Master Paints)
 General use and specialized hand tools (Stanley)
 Power tools (BOSCH, Black & Decker)
 Generators (Honda) and operating equipment.
DIY also offers a wide range of car interior and exterior equipment, car care solutions
(MOTHERS, COSMIC) and good quality tyres at low rates (GOODYEAR, NEXEN).

F. HOME TEXTILE/HOME DECORATION

METRO offers a comprehensive array of Bed Linen, Towel, Quilts, Cushions, Blanket,
Table cloth, Carpets, Mattress and Office Furniture to suit domestic and commercial
needs

G. LADIES WEAR/MEN’S WEAR/CHILDREN’S WEAR/SHOES/LUGGAGE

The Apparels Division at METRO offers a wide variety of brands and high quality
products at wholesale prices. Men’s wear offers top brands such as Wrangler, Bonanza,
Leeds, etc. for formal and casual wear. The Children’s wear section offers Skids and
Colors and a modern collection of shoes under such brands as Servis, Bata, Starlet. The
luggage category besides American Tourister, Eminent and Lambertazzi (a METRO
brand) are available.

H. SPORTS & SEASONAL

This section offers high quality Gym Accessories, Motorcycles, Sports Apparel,
Swimwear and Sports Shoes. There is a complete collection of top brands is available at
compatible prices, such as Puma, Servis, Cheetha, and Ihsan Sports, besides Pak Hero
motorcycles.

9. SERVICES & QUALITY:

A. LOGISTICS:

The goal of Supply Chain at METRO is to efficiently handle thousands of orders,


shipments and deliveries and ensure that goods arrive at the right place at the right time.
Supply Chain Management plays an important role in our high-performance logistics
system and enhances our capacity to supply food and non-food products on a daily basis
with consistent high quality, diversity and freshness.

B. FOOD:

METRO Cash & Carry Pakistan (Pvt.) Ltd. offers a wide range of high-quality food
products. Emphasis on quality and hygiene is paramount to our business.
C. NON-FOOD:

With over 10,000 non-food articles, METRO Cash & Carry Pakistan (Pvt.) Ltd. offers
one of the largest assortment of non-food articles under one roof in Pakistan with detailed
attention paid to quality, guarantees and after-sales service.

10. DISTINGUISHING FEATURES:

• Lowest possible prices


• Stock availability
• One-stop shop
• Extensive business hours
• Quality guarantee
• Free parking
• After sales services
• Promotional activities
• Simple but comprehensive billing system
• Great value for money

11. WORKING AT METRO :

METRO Cash & Carry is the international leading company in self-service wholesale.
For over 40 years, the company has been supporting high-volume commercial customers.
Today the company is represented in 29 countries and offers its commercial customers up
to 50,000 different products (variable from country to country) under one roof.

METRO Cash & Carry employs more than 100,000 people across the world and in many
regions is among the biggest employers. Qualified, highly-motivated employees create
the foundations needed for successful expansion on an international level and sustained
growth of the wholesaling company. A performance-driven approach, openness and
international outlook are the corporate culture that we practice.

Why join Metro Group?

"Wholesale and retail trade today is a sector of new departures.


Experiencing and helping to shape the exciting developments in
the METRO Group is a great opportunity, particularly for people
just starting out in their careers. Expanding into a new foreign
market, developing new sales concepts, tapping into innovative
technologies for the group; these are only some of the challenges
that our employees set themselves every day."

Why join METRO Cash & Carry?

METRO Cash & Carry employs more than 100,000 people across the world and in
many regions is among the biggest employers. Qualified, highly-motivated
employees create the foundations needed for successful expansion on an international
level and sustained growth of the wholesaling company. A performance-driven
approach, openness and internationality are the corporate culture that we practice.
We offer international exposure and personal development through training abroad
and also on-the-job opportunities for skill up gradation.

12. CONCLUSION :

Metro Cash & Carry Pakistan has proved itself as to be a company for investment. Taking
in hand flag of satisfaction we are heading towards professional advancement and
competency by providing high quality services to our customers and prove to be a
successful company from investment point of view.
BIBLIOGRAPHY

1. www.metro.com
2. www.Wikipedia.com
3. www.metrogroup.com
4. www.docstoc.com
5. Brochures for MCC