Location: Near Minare Pakistan

Area covered: 4.5 Acres

Minimum limit for shopping: 500 Rupees
Remained Open till 12pm

Customer traffic:
Target Customers:
Their major customers include:

• Retailers
• Small shopkeepers
• HORECA(Hotel, Restaurant and Caterers)
• Bulk Customers
• End Users
All over the month customer flow is divided into different types of flows:
o Major traffic
o Minor traffic
o Average flow
There are different flows of customers in all over the month. There is huge flow of
customers on weekend and on public holidays. Similarly on the start of month
customer number is very large. This is known as major traffic. All over the month
flow is normal and this is known as minor flow and average flow. Major flow of
customers constitutes retailers and shopkeepers whereas minor flow constitutes end
users.

Population density:
No doubt the concept of makro formation gives importance to density of population mean
to say that area should contain huge population that can cause their sales to increase but
their concept is based on density of business area and not on the density of population,
this is because their major customers are retail customers and not end users. They focus
on business area concentration. Their target customers come from Faisalabad, Rawalpindi
and other nearby cities. So if there is problem for families to come to this place then they
did not focus on them also these were not their major

How do they draw suppliers?

Their suppliers are basically companies who sell their products in the market. All those
companies who want to place their products at this store send quotation to the
commercial department of makro and when this department accepts that quotation then
companies send supplies as per requirement of the customers.
How accessible it is for suppliers:
For suppliers it is easily assessable. This is no automatic order generation; it is based on
DMS which is daily mean sale. Whenever there is need to generate an order makro staff
send order to companies and companies send order accordingly. Some types of orders
arrive daily whereas some orders arrive twice a week. For example fruit and vegetables
arrive daily and all suppliers send these orders accordingly. Order generation and order
receiving chain is as follows:

DMS

OPL

ALC

Supplier
In the last step delivery of goods takes place.

Local clientage:
Local clientage includes all end users who are nearby household families and all families
that come from different areas of Lahore as well as walk in customers. These are bulk
customers and end users and not target customers. Makro only wants to entertain them
and provide them services in an efficient way.

Customers from other areas:

Customer from other areas includes customers from mother cities that are mostly retail
customers and are major cutovers for makro. These customers include customers from
Faisalabad, Gujranwala, Shakhupura, Rawalpindi etc.

Availability of labor (both skilled and unskilled):

There are around 200 employees currently working in this store that belong to different
areas. There are both stationed and out stationed employees. There are around 18% out
stationed employees and 82% stationed employees. All employees are skilled and
minimum criteria are graduation. Employees work in shifts, when on weekends, public
holidays and in Ramadan when customer traffic is high almost all of these are available.
Then the no of employees reduces with the customer traffic. On week days around 50 to
60 % of the employees are available. So there no keeps on changing. The general
hierarchy is given below:
 MANAGING
DIRECTOR

Director of Operations

G M

Assistant Store G M

Dep Manager

Senior Store Officer

Store Officer
How well it is received by the local community in which it is located:

It has received well by the local community as this business is growing day by day and it
is expanding in other areas of Lahore. This concept is international concept and its
opening has been appreciated by the whole community as it is proving every thing under
one roof and even people come here for shopping as well. Moreover it is good in
resolving complaints from customers and suppliers. For example if customer complaints
about expiry products, price issues and deliveries then they deal with customers in an
efficient way. Similarly there may be complaints from suppliers which they try to resolve
as early as possible.

Approaching roads/areas:
Although it is located in an area that is highly congested and not really advance but roads
are spacious and their width is 150 square yards approximately. So mostly there is no
traffic blockage.

Parking:
There is huge parking at the ground store and approximately space for parking is around
4.2 acres. People do not face any problem for parking cars, only they have to travel a lot
if they park their car at a distant place but there is no shortage of available space.

Potential for future growth (is the required area available for future
expansion)
Yes there is potential for future growth as is has accepted by the society in a well manner
and this business is growing. Its construction is not fixed and ceiling and shelves are not
fixed and composed of fitted parts .These can be moved according to the requirement.
Also the can expand height wise but not width wise.

Local competition:
Local competition is not very high as such type of stores are not available in all areas and
only competitor is Metro but it is not as much advanced as Makro.

Transportation system:
They have readily available transport and they don’t have to face any problem regarding
transportation. They have there drivers readily available to carry bulk. For female
employees the have transport system as well but not for male employees.
PHYSICAL LAYOUT:
Physical layout of the store is very simple. It is international layout. It is straight instead
of U, S, O shaped. Its layout is given below:
This layout provides visibility of key items as all items are efficiently placed. There are
different sections for grocery, fruit and vegetable, soap, detergents etc so customer finds
no difficulty in finding what they actually want. It provides convenience to customers and
contributes to their satisfaction. Moreover there are pictures, arrows, language description
and staff to help and provide guidance to customers. In order to facilitate communication
among employees there are RTs available which is a sort of walky talky.
There is presently no space requirement and if is would require then they would expand
vertically. Every material carries cost and the biggest cost is labor. There are costs
associated with labor, on fresh items and on electricity items mostly.
Human tasks are divided as per policy and objectives of the given year because every
tear new policy is formed and task is divided accordingly.
There is flexibility of resources in internal and external affairs and resources about other
income. There are resources about delivery. So there is flexibility in all of these.
For movement between storage areas and display centers there are walk lifter, power
trucks and trolleys etc. There is bucket trolley as well as flat bed trolley.

Strengths:
• Majority of items are available
• Employees are efficient
Weakness:
• Some basic accessories are not available
• Every item is not available
• Too far from city