Group Members.

Fakhar Hussain Khurram Shahzad Asim khan Saad Saleem Azeem Khan Ishaaq Ejaz

Introduction:
The companies operating in Pakistan, whether

national or MNCs, are making use of retail sectors for their products in accordance with their own understanding and knowledge about local retailing. Most companies, particularly national ones, lack market insight function which is essential to have such information.

 The absence of vital information in retail sector, some

companies facing a major obstacle in having a pragmatic strategy for effective utilization of retail sector. it is not unusual if 'Head of Sales' admits that he does not have a complete list of outlets where his products are sold.

Pakistani Retail Sector

Reliable data does not allow companies in Pakistan,

whether national or MNC, to formulate 'fact-based' plans for product availability. Channel wise trade marketing activities, rolling out trade incentives or similar undertakings. Very few Pakistani companies make use of these services (retail audit, limited censusetc) due to the 'perceived' higher costs.

 Because of this mind-set of Pakistani entrepreneurs,

rarely find vigorous 'market insight' function in local enterprises. And these individuals thus rely on gut feeling instead of hard numbers. It is not to deny that many business decisions are taken even when all the facts are not available. However, this is not desirable especially if such facts can be made available.