Introduction of

The saga of Super Asia started in 1975 by Mr. Mian Mohammad Din, the
founder of Super Asia.

Major milestones of Super Asia Group.

The very First Washing Machines in the 1975

Room Air Coolers in 1980
Gas & Electric Water Heaters in 1985
Water Dispensers in 1995
Fans in 1998
Motorcycles and Insulation & Packing Material units in 2003
Microwave Ovens and Air Conditioners in 2004
Automotive Parts in 2006
Three-wheeler CNG auto-rickshaw in 2008
Hardees International Burger Chain in 2009

Group Companies
Super Asia Group is categorized in following division.

Home Appliance Division

Automobiles Division
Insulation Sheet Division
Food Division

Mission
Our foremost aim is to setup a business model with modern and latest technology
products that are geared to encompass needs of our customers, while strictly
adhering to the high quality standards.

Vision
Our vision is to establish the character of Super Asia as a people-focused, marketdriven company that is organized around its customers, associates and markets.

 Hardee's is a restaurant chain, located mostly in the Southern and Midwestern

regions of the United States
It has evolved through several corporate ownerships since its establishment in
1960. It is currently owned and operated by CKE Restaurants.
Super Asia has bought the franchise of Hardees in 2009 and recently few months
back; they have opened two restaurants in Lahore.

COMPANYS FACTS:
Product life cycle:

Hardees presently lie at the growth stage if we particularly talk about

Pakistan whereas internally it lies at the maturity stage

Competitors:
Locally: MC Donald's
Internationally: Burger King

Target market:
Socio class A

Location:
MM.Alam Road
Thokar

Advertisment:
Billboards
magazines

Products:
Burgers
Ice cream
Fries
Drinks
Coffee
shakes

Type of business:
B2C

Sales trend:
Earning 10 lakh per day.
They are going in profit.
They are earning 50-60 rupees on per product.

Certification (quality check):

Strategies:
Competitive strategy:
There is no such competitive strategy which Hardees
Pakistan has made yet and this is because they dont
consider MC Donalds as their direct competitor

Pricing strategy:
They use premium and product line pricing for their
product.

Supply Chain Stages:

Suppliers:
Hardees have two types of suppliers local and international.

International suppliers:

National foods---- Saudi Arab

Appco---- Saudi Arab
Heinz---- Egypt
Napco---- Saudi Arab
Lamb Wesley---- U.S.A

Local Suppliers:

Walls
Coke
Nestle
Unilever
Dawn

How to select suppliers?

CKE is an international mother company for Hardees which select suppliers,
which eventually become standard suppliers.

Manufacturer:
The suppliers and manufacturer of Hardees are the same because they are
selected and appointed by CKE

Distributors:
International distributors
Local distributors

Suppliers, manufacturers,
distributors
Retailer

customers
Product
Flow
Information
flow

Retailers:
There are two retail outlets or restaurants of Hardees in Pakistan: one is at
MM.Alam road and the second is at Thokar.

Customers:
Socio class A

Objective of supply chain department of Hardees:

The main and the foremost objective of supply chain department of Hardees is to
ensure availability and quality of products.

Cyclic view of Hardees

This is a cyclic view when customers order a burger.
PULL
PROCESS
Customer order and
Manufacturing cycle
(Customer order and manufacturing
Cycle)
----------customer order arrives
PUSH
Procurement
Cycle

PROCESS
(Procurement cycle)

visual view of the pull/push process

Customer order cycle

Manufacturing cycle

Procurement cycle

Production Process
Suppliers/ manufacturers
Saudi Arab/ Egypt/ USA

Distributors

meat/chicken/fries/cups/tissues/boxes

frozen and dry containers

Sana industries
Frozen ware
house

Dry ware house

raiwind

Hardees

How strategic fit is achieved in Hardees?

Hardees pay a great importance to the needs and demand of the customers. And
to fulfill them they do their possible effort.
They store their product in advance in order to avoid dissatisfaction.
They provide customers with variety of products to make them satisfy and
loyal.
Hardees work on both implied and actual demand of the products to ensure the
availability of the product on time.

Implied Uncertainty spectrum

Predictable supply
And demand

Predictable supply and

uncertain demand

Hardees lie over here where

the supply is predictable but
demand in unpredictable

Highly uncertain
Supply and demand

 Hardees supply chain management play a great role in making Hardees more
responsive and less efficient.
Hardees is never late in fulfilling the demand of the customer although they out
source 90% of their products.
To avoid all the problems and dissatisfaction from their customers they store
their products before.
3 months international
15 days local
7days retail

responsiveness spectrum

Highly
efficient

Somewhat
Efficient

Somewhat
Responsive

Highly
Responsive

Hardees lie over here

Because hardees have high
Responsiveness

Hardees

Responsive
supply chain

of i t
e
n ic F
o
Z eg
t
ra
t
S

Responsivene
ss spectrum

Efficient
supply chain
Certain
demand

Implied
uncertainty
spectrum

Uncertain
demand

Supply chain macro process in Hardees

Customer relation management:
Hardees Pakistan has two customer relation managers for both the Hardees
restaurants.

Internal supply chain management:

Hardees have a very efficient internal supply chain management which greatly
works on all the processes which involved in planning and fulfilling in the
customer orders.

Supply chain management:

Supply chain department of Hardees is very effective and efficient as they work
very fast and accurately in order to fulfill the demand of customers.
The main objective of supply chain management of Hardees is to insure the
availability and quality of the product.

Drivers:
Facilities:
Frozen warehouse: which come under Sana industry
Dry warehouse: which is situated at raiwind
Local suppliers deliver their product when demanded because they all are
perishable products so they dont need to be stored them for long
High responsiveness

Inventory:

Hardees store their products in the following pattern

3 months international
15 days local
7days retail
They work according to the safety inventory to avoid the customer
dissatisfaction.

Transportation:
International distributors:
international distributors use frozen containers of 40 and 20 feet for meat,
chicken, fries and onion rings.
They use two type of containers one is frozen and dry containers.
The one which carry meat, chicken, fries and onion ring in the frozen
container and the cups, other packaging material in the dry containers.

Local distributors
Have there own transport through which they deliver the products.
They usually use trucks to deliver their products to Hardees.

Information:
They have centralized and interconnected information system which help them to
know what all franchisees are doing and also the demand of the customers.
The major softwares which they use are

Micros: this s US based software which help them to control and look the
ordering and drive through orders.

AX: this is the internal software which Hardees use for their inner works.

Sourcing:
Hardees use both in house sourcing and out house sourcing
90% out house sourcing
10% in house sourcing

Pricing:
They use premium and product line pricing for their product.

Conclusion:
By studying the supply chain department of Hardees, we have concluded that
Hardees is doing a very good job as per a new restaurant in Pakistan.
They have out source everything except perishable product which they have in
source.
They give great importance to quality and availability of products. There pricing
are fixed as per their dollar prices.
They have only have targeted socio class A of Pakistan.
Hardees is the only fast food restaurant in Pakistan who is earning 10 lakh per
day and is going in profit.

Recommendations:
There is only one recommendation which we would like to give that is
They should lower their prices, so that every one can purchase their meal.