Name: Seemi

Reg # 6200
Final report on
IMTIAZ SUPER MARKET
Submitted to:
Mam Samreen Muzammil
 EXECUTIVE SUMMARY

Imtiaz super market which was started in 1955 as a small grocery shop
but then the business started to grow tremendously. Till 1973 Imtiaz
store became city’s biggest departmental store with multiple branches in
Karachi as well as in other cities of Pakistan. Brand positioning of Imtiaz
store is quality experience in cheaper prices which results in customer
loyalty. Being the bestselling super market Imtiaz is giving tough
competition to the MNC’s like METRO and TESCO in Karachi. It now has a
potential to expand the business to the neighbor country India which
shares more or less same culture, language, attitude and behavior as
Pakistan. As India is advancing in technology and the changes in
legislation gives opportunity to the foreign businesses to enter in their
market. Imtiaz store can be launched as multinational mentality, the
administration can be decentralized, local products of India can be
placed, and the products which are sacred in India can be restricted too.
Because of the culture similarities HRM can be easily treated as India is
much more advance in technology than Pakistan. PESTLE analysis of India
allows MNCs to grow in their environment.
INTRODUCTION
IMTIAZ SUPER MARKET, a well-known super store which was founded in 1955 as a very small
grocery shop at Bahadurabad by MR. Hakim Khan Abbasi he named the shop over his son’s name
Imtiaz Hussein Abbasi. As their business started to flourished and they had a good number of loyal
customer, Mr. Imtiaz Hussein intended to make a bigger super store which would make their
customer more satisfied and hassle free as the small grocery shop was quite congested the new
Imtiaz was formed on main Shahra e Faisal in 2003, this new store’s motive was safe and healthy
products with best quality in cheaper prices. Their commitment, loyalty and dedication lead to win
the hearts of their new and old customers. Now it has over 35,000 customers per day.

TYPE OF BUSINESS
The family runs the business and its type is sole trade. The business is now run by haji Imtiaz khan,
son of Mr. Hakim khan Abbas.

OBJECTIVE
Mr. Imtiaz Hussain’s objective is to convert the super store into highest selling hypermarket in
Pakistan and to make customers for life.

TARGET MARKET OF IMTIAZ SUPER MARKET

The bigger portion of the business is serving middle income class. But they are quite economical in
pricing so they are reasonable for all the classes. Low income class can have the good quality with
cheaper prices while many of the customers visit only for the shopping experience

EXISTING SIZE
Currently Imtiaz super market has 5 stores in Karachi

1955: started as a small shop in Bahadurabad.

2003: Imtiaz II at Main Shahrah-e-Faisal.

2011: Imtiaz III in Nazimabad

2013: IV opened on February 22 at Khayaban-e-Ittehad.

2016: V opened at Gulshan e iqbal

Two others are in Faisalabad and Gujranwala

POSITIONING OF STORE
The basic positioning of Imtiaz store is quality experience in cheaper prices. Positioning of Imtiaz is
maintained in the target audience by its massive collection of products; Imtiaz own products and
other brands as well. Mostly customers are covered at Bahadurabad and Awami markaz. The
distinctive factor of Imtiaz is that they have warehouses located in the store.

CUSTOMER SERVICE
Customers can place orders in advance with surety to drop the product with safe and fast delivery

According to the owner of Imtiaz they work for late hour’s delivery as well for the loyal customers

They also provide premiums, bundle pricing, coupons, discounts in all stores for customer
satisfaction

The principle which they follow for customer facilitation from the beginning of the venture is that
they give 30% profits to the customers by premiums, discounts, giveaways etc.

COMPANY’S MOTIVE TO INTERNATIONALIZE

The main motive of making it international is to make the store more diversified In terms of
products and have loyal customers worldwide

Imtiaz supermarket has grown its network to the cities of Pakistan in very few years from a small
grocer’s shop to a bestselling supermarket in different areas of Karachi as well as Gujranwala and
Faisalabad and may expand to all big cities of Pakistan. It has become a leading superstore chain in
the country. The quality of the product with lower prices always attracts consumers especially in
FMCGs. The yearly turnover of Imtiaz supermarket is Rs 40 billion to Rs 60 billion; Imtiaz store
serves 70,000 customers per day with 35,000 varieties of different goods and products. They
import western brands products as well. They are also ahead of the MNCs such as Metro cash and
carry (German wholesale and retailers) or Tesco which has recently started in ocean mall Clifton
Karachi. They provide shopping and grocery under one roof which is why people consider it more
than other stores. These are the key factors because of which Imtiaz can be successful in
expanding internationally.
MARKET INFORMATION/REASON BEHIND
EXPANSION ACTIVITY
Imtiaz superstore is a Pakistani brand which focuses mainly on the grocery e.g. wheat, rice, sugar
and other staple foods with other FMCGs. The bigger chunks of consumers of Imtiaz are masses.
Pakistan has a totally different culture compared to the western side of the world. The only
country which shares the same culture in many ways is India which has a bigger number of middle
and lower class population similar to Pakistan. India and Pakistan both are agricultural countries
and mainly have same religion, seasons, languages, food, race etc.

Imtiaz supermarket as a leading store in Pakistan can have a better and safe expansion if they start
their venture from the neighboring country i-e India. Although Imtiaz is giant in Pakistan but can
easily face failure if they expand in west in the startups Because of culture difference and extreme
competition.

PESTLE ANALYSIS
 In the startup of any business PESTEL analysis of the country is very important to conclude that
it will be in favor of the business or not. PESTLE analysis is the external macro environment of
business which is not controlled by the business but have a great influence on the business they
should be considered when making business strategies, or product development. Pestle means
Political, Economic, Social, Technological, Legal, and Environmental. The PESTLE analysis should
give a clear for the target market. Expanding Imtiaz supermarket globally the very first country to
initiate is India because of the culture similarities between two countries. But still there are huge
differences in the PESTLE situations of both countries the following are the PESTLE analysis of India
for starting Imtiaz over there. .(https://www.scribd.com/doc/29980456/PESTLE-Analysis-of-India)

POLITICAL
India is known as the biggest democratic country in the world. Type of government in India is
federal republic which relies on English basic law, there are separate laws for three major
communities or religions i-e Muslims, christens and Hindus. India’s Political environment is quite
stable for the nationals. The major political factors which affect the businesses are as follow:

 Through privatization the government influence of running the business and favoritism
recruitment reduces. This leads to a better environment good productivity and brand image
worldwide. There were many government companies In India which were giving best performance
but then ultimately had pressures of government so they turned into private companies.
 India has an act of free enterprise through which companies are free to do business in India.
 Through International trade act foreign trading is easy going in India
 The Indian government is growing up again after the arrival of new Prime Minister Narendra
Modi in 2014. If the government isn’t stable no businesses will be interested to invest in the
country.(https://www.scribd.com/doc/29980456/PESTLE-Analysis-of-India)

ECONOMICAL
India is managing to sustain its growth, inflation crises, account debts etc. And is continuously
improving and recovering from global crises.in 2014 when Modi government took over the growth
incredibly increased, the businesses started to run again with the confidence of having a stable
future.
The government has a wide range of ideas to make Indian economy stable example ‘make In
India’, ‘clean India’ etc. these strategies will lead to a better economy which means better image
of the country. Modi is planning to make India export aimed manufacturing Centre, he wants his
country to be in world’s top 50 countries which are comfortable for doing business. This will
gradually have a bigger impact on long term economy of India.
(https://www.gov.uk/government/publications/overseas-business-risk-india/overseas-business-
risk-india)

SOCIAL
Changes in trends, fashion, technology etc. are included in social factors it can include the
population the demographic, psychographic of a particular region which will create an impact on
strategies of businesses. India is ranked as the world’s second largest populated country the
population is approximately 1.1 million. The percentages: 0-14 years are 31.8%, 14-64 years are
63.1%, and above 65 years are 5.1%. Through these percentages business make their structure of
production, their target market, trends turnover etc.
(https://www.ukessays.com/essays/economics/pestel-analysis-of-indian-business-environment-
economics-essay.php)

TECHNOLOGICAL
For the growth and development of business and economy science and technology is an integral
part for every country.it is now comes in the basic and fundamentals of economy for the areas of
agriculture, industry, services etc. the natural resources of India are being utilized on the optimum
level for the betterment of socio-economic environment.
(https://www.scribd.com/doc/29980456/PESTLE-Analysis-of-India)

India has a great IT development which is funded by government. The advancement of technology
results in reduction of cost, quality and quantity, innovation etc. India is the second largest
country is the world with 900 million mobile users and around 108 million people has an access to
internet making India third largest country for this attribute.
(https://www.scribd.com/doc/29980456/PESTLE-Analysis-of-India)

LEGAL:
The legal environment of the country has a significant role for other businesses to start. From past
years India have changed some laws and legislations that helped the country in developing a
better position in the world. Legislations like discrimination and disabilities, increment of wages of
labors and pension, recycling of products and natural resources. These laws and legislation are
helpful for the companies in demand and costs. The legislations are passed by the higher
authorities, i-e parliament and country’s legislatures. Some of the examples of these legislations
are: trade mark act 1969, essential commodities act 1955, standard of weight and pressures act
1969, consumer protection act 196. While starting business in India companies have to take
permissions like copyrights, licensing, employment law, trade and product restrictions etc. From
state government and central government (https://www.scribd.com/doc/29980456/PESTLE-Analysis-
of-India)

ENVIRONMENT:
The industries and urbanization in India is making air polluted thus making it difficult to have a
clean and healthy environment. Other environmental issues includes premature deaths, child
labor etc. (https://www.ukessays.com/essays/economics/pestel-analysis-of-indian-business-environment-
economics-essay.php)

EVOLVING MENTALITY
Imtiaz superstore is planning to start the venture in India with its existing manufactured products
(Ponam) as well as can place the local products of India with addition of imported products. thus it
will evolve in multinational mentality as the culture, language, attitudes and behaviors are same in
both countries it will be easier for Imtiaz super store to have decentralized operations, personal
control in placement of products giving them command to operate it domestically. This will have
low global integration and higher national responsiveness.

HRM ASPECT
The minimum qualification of workforce of Imtiaz supermarket is matriculation. Dress code of
Imtiaz is blue colored t shirts, and they speak Urdu which is national language of Pakistan. There
are more employees in grocery area because most of people come to Imtiaz for grocery shopping.
The employees are trained to behave well and to look after consumer queries.
(http://www.szabist.edu.pk/Publications/Books/RetailBook.pdf)
INNOVATIONS
Future innovation which Imtiaz could do is to work more and more on e-commerce, online
shopping because people now want everything on their doorsteps. They can install virtual screens
with QR codes as technology is advancing in all other countries they will be first to do it in
Pakistan. Imtiaz can make a mobile application in which there are multiple deals and discounts so
people would have

CULTURAL INFLUENCE
Cultures in business define country’s values, interests, opinion, behavior attitudes of organization
and their workers. How top management treat their lower level staff, how much incentives they
give to their workforce, how they treat to the new employees or even the organizations they are
dealing with, how much flexible is for them to interact with new staff or organizations. However
culture keeps on changing time to time through new technology, or influence by other countries,
organizations or even competitors. A company should always know the culture of their businesses
and try to expand accordingly. It should know the culture of the area they are expanding; natural
or economic, social or political crises could be the factors which can hindered in growing to the
environment of the other business it should somehow match the culture of their own company.
Many organizations have gone global by adapting the culture they are going to.

Supermarkets and grocery stores are a must in every country. FMCGs have the highest ration of
consumption in all markets. However every country have different pattern of buying products
especially food and grocery. The research on cultures includes all the characteristics of society e.g.
their religion, technology, social classes ratio, consumer behavior, consumer buying process as
how many times do they go to buy the products and how much they spend on grocery or utilities
etc., this will help the organizations to make their marketing strategies to have more consumers
which can relate to their business

As the technology is advancing, it is seen that consumer psychology is changing towards new and
different methods. Indian consumers are also the ones which have changed incredibly in one or
two decades. They used to have a pattern of saving more and consuming less but as western
culture is influencing worldwide Indians have also started consuming more and more to show
status, good living standards which will eventually open opportunities for all the retail business to
start, grow and expand. The young generation of India is grown up with TV, radio and internet
which created a need for them to have their own money. They have a culture of doing part time
jobs at call centers etc. as a result many of the MNCs are starting up in India and growing
tremendously; giving more job opportunities for the people of India and Bangladesh. The urban
population knows the different western shopping malls, super markets and brands through
internet and they wanted them to start their venture in India.
(https://www.slideshare.net/archit87/impact-of-cultural-change-in-retailing)
CONCLUSION AND RECOMMENDATION
Imtiaz is a leading store in the food industry of Pakistan. They are best in quality with cheaper
prices, and have well planned inventory and warehousing, have a customer loyalty as a great
achievement, people have a blind trust on Imtiaz products and enjoy the experience of shopping
there. In near future they can evolve in to a complete hypermarket which will include all the
products from wheat, rice, flour to apparel, accessories and cosmetics with local and international
brands. They always have seen to accomplish their goal. The expansion in other nations can be
challenging for them but they will make it possible by their pricing strategies and trust of people.
For the current market they can work on the parking inconvenience and the congested
environment that will create more good will among their customer.
 REFERENCE

https://www.pakistankakhudahafiz.com/pakistani-brands-found-success-global-competitors/

http://aurora.dawn.com/news/1142028

https://www.scribd.com/doc/29980456/PESTLE-Analysis-of-India

https://www.gov.uk/government/publications/overseas-business-risk-india/overseas-business-risk-india

https://www.ukessays.com/essays/economics/pestel-analysis-of-indian-business-environment-
economics-essay.php

https://www.slideshare.net/sandhyapillai5201/technological-advancements-in-india-34507898