Project [2019]

Project On [Metro Cash & Carry]

Submitted To:
Sir Raza Hussain Lashari (M.S Leadership & Management)

Submitted by:
Muhammad kamran (025)
Bilal Arshad (088)
Sana Hanif (109)
Azeem Ali (071)
Muhammad Aqib (097)

Registration Number:
Fa17/BSIT/Section A/4th Semester

___________________________________________________________________
DEPARTMENT
LAHORE GARRISON UNIVERSITY
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DHA, PHASE-VI, LAHORE

Project On Metro Cash & Carry

Submitted To:
Sir Raza Hussain Lashari (M.S Leadership & Management)

Supervisor:
Muhammad Kamran

REMARKS: _________________________________________________________
___________________________________________________________________

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EXECUTIVE SUMMARY

Purpose of the study is to get insight regarding the HR practices at “METRO”. i.e. How do they hire
their employees, What`s their recruitment cycle, and how do they compensate their employees for the
work performed by them. Also the HR issues faced by the company and their possible reasons and
their solutions to these underlying problems which METRO was facing. So that we could have a
better understanding of the HR practices when they are implemented in the company.
Recommendations were given considering facts and findings by consulting the HR manager of
METRO “Mr. Nayab Baig". Main recommendations revolved around Recruiting, training, hiring the
extrovert people who would be able to adjust in the culture of METRO.

ACKNOWLEDGEMENT

We would like to thank Almighty ALLAH who blessed us with knowledge, understanding and ability
to do this Report. This is our initial learning to work with mutual understanding and cooperation. This
report as a whole is a representation of work assigned to me.

For this report, firstly we are very thankful to “Newports Institute of Communication & Economics”
which providing good opportunities for me and my group members of Subject Strategic Management
& Planning.

We would like to thanks our teacher Miss. Resham for his guidance throughout the semester. We
would like to pleasure of our team to presenting this report of our course “Strategic Management”.
This report is the outcome of the study which we have been conducted by me.

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DEDICATION

Whether it is the cosy café, the family-run bed and breakfast or the hairdresser around the corner –
millions of people visit small privately owned businesses where they are made extra welcome every
single day. To pay tribute to the dedication that business owners put into their daily work, METRO
Cash & Carry will establish a special day in honour of their accomplishments: The Own Business Day
will be celebrated in 25 countries on 11 October, 2016 – featuring millions of businesses, customers
and special offers. All business owners are invited to participate by registering at [local campaign
website] and create special meals or offers for the Own Business Day.

“Every day, millions of dedicated business owners around the globe make our lives more vibrant by
following their unique ideas and catering to our needs,” says [Name], Country Manager of METRO
Cash & Carry [Country]. “They are the social and economic backbones of our communities. Not only
do they enrich our neighbourhoods by providing essential services but they also employ millions of
people around the world. At METRO, we want to express our admiration for own businesses
everywhere with this special day.”

“As the international leader in the self-service wholesale trade, METRO is proud to be associated with
a day that brings business owners and customers together and contributes to promoting own
businesses around the world,” says Pieter Boone, CEO of METRO Cash & Carry. In preparation for
the event, METRO Cash & Carry will provide participating business owners with comprehensive
support. The dedicated campaign platform at [local campaign website] features all information.
Registered business owners will be able to order merchandising material free of charge to support
their own marketing activities. Moreover, participants will have access to regular updates on special
deals, workshops and promotion material, including supplier and media cooperation.

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LIST OF ABBREVIATIONS/ACRONYMS

Sr. No. Abbreviations/Acronyms Full Form

1 WEO
WEB EXCLUSIVE OFFERS

2 CL
CLEANING & LAUNDRY

3 FV
FRUITS & VEGETABLE

4 HA HOME APPLIANCES
5 DGO DAILY GROCERIES
6 HLO HOME AND LIFESTYLE
ONLINE
7 DFD DEEP FROZEN &
DELICATESSEN
8 SC SWEETS & CHOCOLATES
9 CTS COFFEE, TEA & SNACKS
10 FMP FRESH MEAT & POULTRY
11 HW HEALTH & WELLNESS
12 OS OFFICE & STATIONERY
13 HPG HYGIENE, PERSONAL CARE
& GROOMING
14 AF APPAREL & FOOTWEAR

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TABLE OF CONTENTS

Table of Contents
➢ Abstract______________________________________04
➢ Brief history on metro___________________________________05
➢ Mission & Vision________________________________05
➢ Corporate Information__________________06
➢ Core Values of Metro Cash & Carry______________________07
➢ Metro Branch Hierarchy______________________________________08
➢ Swot Analysis on Metro Cash & Carry______________________________11
➢ Products or survices___________________________________________12
➢Petro rules and policies_______________________13
➢Experience at metro _____________________14
➢Analysis Report on metro______________________________15
➢ Conclusion______________________________________15
➢ Recommendation________________________________15
➢ Reference______________________________________15

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CHAPTER NUMBER 1

1. INTRODUCTION

1.1. Background of Organization:

The METRO Cash & Carry (MCC) company was established in 1964. In that year, the first full scale METRO
Cash & Carry wholesale store opened in Mülheim an der Ruhr with selling space of 14,000 square metres. That
was a new dimension in food and non-food wholesale.

1.2. Brief History of Metro Cash & Carry in Pakistan:

METRO opened its first cash & carry wholesale center in Pakistan in 2007 & expanded to 5
wholesale centers in a short span of 18 months. ... METRO-Habib Cash & Carry Pakistan is part of
METRO GROUP's sales division METRO Cash & Carry, the international leader in self-service
wholesale.
1.3. History of Metro Cash & Carry:
The MCC company was founded by the two brothers Wilhelm Schmidt-Ruthenbeck and Erwin
Schmidt as well as the Schell family, owner of a wholesale company for electrical appliances. Soon,
Otto Beisheim was nominated as the managing director of METRO-SB-Großmärkte GmbH & Co.
KG.
1.4. Introduction of Metro Cash & Carry:

METRO Cash & Carry is an international self-service wholesaler. It operates across Europe and in
some countries of Asia and Northern Africa. It is the largest sales division of the German trade and
retail giant Metro AG.

METRO Cash & Carry is different from B2C retail chains (such as Walmart, Carrefour or Tesco) in
that its business concept is targeted towards professional customers rather than end consumers. The
cash-and-carry concept is based around self-service and bulk buying. METRO Cash & Carry serves to
registered customers only. Core customer groups are hotels, restaurants, caterers, traders and other
business professionals.

1.4.1. Vision Statement of Metro Cash & Carry:

“METRO will dominate the Cash & Carry wholesale segment globally, through our unique business
formula which improves the competitiveness of our customers all over the world.”
1.4.2. Mission Statement of Metro Cash & Carry:
“METRO is a Cash & Carry Wholesaler for businesses and professionals. METRO provides quality
products and business solutions at the lowest possible prices”

1.4.3. Corporate Information:

 Board of Directors:

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· Zahra Hussain

· Asim Isar

 Board Committees:

Pervaiz Akhtar

Director Corporate Affairs at METRO Cash & Carry Pakistan

 Registered Office:
METRO-Habib Cash & Carry
Safari Store situated at NA- Class 190-219
DEH OKEWARI, Near Safari Park,
University Road, Gulshan-e-Iqbal,
Karachi, Pakistan.
1.4.4. Core Values of Metro Cash & Carry:
METRO-Habib Cash & Carry Pakistan is part of METRO GROUP’s sales
division METRO Cash & Carry, the international leader in self-service wholesale.
The company operates more than 750 stores in 25 countries in Europe, Asia and
Africa and has a workforce of over 107,000 employees. Sales in 2016/17 were
approximately 37 billion Euro.

Wholesale centers: 09
Market Entry: 2007
1.4.5. Corporate Social Responsibility:
We aspire to create added value for our customers while also caring for our environment.
Accordingly, we have anchored the theme of sustainability in our guidelines and our daily actions,
and have set clear priorities for ourselves. Together with our employees, customers and partners, we
are focusing on tackling the issues that are material to us.

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1.5. Branch Hierarchy:

The hierarchy of Metro Cash & Carry follows: (Screenshot or downloaded image of hierarchy will not
be accepted. Make it as in example)

Name
(Designation)
Name
(Designation)
Name
(Designation)
Name
(Designation)

(Designation)
Name

Name
(Designation)
Name
(Designation)
Name
(Designation)
Name
(Designation)
Name
(Designation)

Name
(Designation)

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1.6. Businesses\Products\Services:
Products:

Dairy

Fresh meet and poultry

Fruits and vegetables

Apparel and footwear

Beverages

Coffee tea snakes

Deep Frozen & Delicatessen

Detergents

DIY & Home Improvement

Electronics & Appliances

Fresh Fish

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CHAPTER NUMBER 2

2. DEPARTMENTS AND POLICIES

2.1. Divisions of Metro Cash & Carry:

EXAMPLE: [Organization’s Name] divisions are:
 Finance Division
Retail Finance Division, The Bank Of Punjab
 Human Resource Division
Human Resource division is headed by Nayab Baig, who supports and develops METRO
Cash & Carry Pakistan's most important assets-its people. The division is divided into two
major departments:
People Excellence Organizational Excellence
People Excellence team deals with recruitment, HR operations, reward and retention of
employees. Organizational Excellence team looks after culture, training and development
needs of our employees.
 IT Division
Responsible for Business systems and infrastructure, Budgeting, forecasting. IT planning for
business unit IT operations & maintenance global standards and proceed for IT solutions.
 Operations Division

 Local & international visit arrangements.

 Managing calendar & scheduling of meetings internal / external.
 Preparation of agenda’s for international visits to PK & follow up all local arrangements for
them.
 Manage Travel & Expense budgets as and when required.
 Booking of Board Room/VC Room/TP Room and other meeting schedules local and internal.
 Follow up on different vendor payments/invoices.
 Any other assignment as and when required by the line management.

 Marketing Division
METRO Cash & Carry is an international self-service wholesaler. It operates across Europe
and in some countries of Asia and Northern Africa. It is the largest sales division of the
German trade and retail giant Metro AG. ... METRO Cash & Carry entered the Indian market
in 2003.
2.2. Managerial Policies of Metro Cash & Carry
Is there a fee to become a METRO Customer?

No, membership is absolutely free

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How can I become a METRO customer?

Please contact the staff at the center’s customer entrance and become a permanent METRO
customer by going through following 4 simple steps:

 Fill the registration form available at the customer entrance

 Show the original copy of your trade Certificate of registration and provide a copy of the
same
 Copy of your National Identity card
 Authorization letter (for authorized natural persons, associations and foundations)

How is quality ensured at METRO-Habib Cash & Carry Pakistan?

METRO takes the initiative to train producers on international quality standards. Through
maintaining a cold chain and stringent quality checks, our quality department ensures that
you get quality products at all times.

Can I get all my supplies at METRO-Habib Cash & Carry Pakistan?

Yes definitely. With over 20,000 articles across food and non-food categories, our customers
have the convenience of getting all their supplies under one roof.

What is the price benefit at METRO-Habib Cash & Carry Pakistan?

There is a major price benefit at METRO-Habib Cash & Carry Pakistan, as we eliminate
distribution costs by buying directly form manufacturers, farmers and other producers.
Sourcing large quantities also provides us a price benefit that we are able to pass on to our
customers.

How can I pay at METRO-Habib Cash & Carry Pakistan?

You can pay in cash, debit card or credit card when you pick up the goods.

Can customers receive goods at their doorstep?

Yes with METRO delivery solution customers can receive goods at their doorstep.

What is METRO's discount policy?

No deals, on discounts. Customers can enjoy lowest possible prices and promotional offers
from time to time.

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What is the guarantee of product quality?

Quality assurance measures at METRO ensure best quality of all available food and non-food
products.

What are the working hours at METRO-Habib Cash & Carry Pakistan?

Monday to Sunday: 8:00am to 11:00pm.

2.3. Departments of Metro Cash & Carry:

IT DEPARTMENT
HRM DEPARTMENT
SECURITY DEPARTMENT
SUPPLY CHAIN DEPARTMENT
FINANCE DEPARTMENT
MARKEING DEPARTMENT
SALES DEPARTMENT

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CHAPTER NUMBER 3

3. EXPERIENCE AT Metro Cash & Carry:

It's a retail and whole sale, work in different department, it was my first job learn alot from
there also from team, got to know how this sector works.

learned how to serve the customer

how to satisfied the customer
customer is always right
handle the cash
work under huge customer Que
very tuff duty in express counter.

In the finance department we got to learn the details of how to deal with various Microsoft
Functions of Word, Excel and PowerPoint. When to use it and how to minimize the time to
get things done.

metro is a good organization for freshers Management is Good its a fun place alots of fyn
activities are held for employes.people work like family.

Culture of Metro Cash & Carry is very professional and friendly i have learned a lot from
there. Company conduct seasonally Training and development courses for employees to
enhance their personal skills.

Work environment was really good and all the other co-workers were really friendly. Salary
was also good and clients were really respectable and satisfied by our performance

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SWOT Analysis Metro Cash & Carry

CHAPTER NUMBER 4

4. ANALYSIS OF Metro Cash & Carry

4.1. SWOT Analysis of Metro Cash & Carry:

SWOT analysis is a strategic planning tool that can be used by Metro Cash and Carry
managers to do a situational analysis of the organization . It is a useful technique to map out
the present Strengths (S), Weakness (W), Opportunities (O) & Threats (T) Metro Cash and
Carry is facing in its current business environment.

The Metro Cash and Carry is one of the leading organizatations in its industry. Metro Cash and Carry
maintains its prominent position in market by critically analyzing and reviewing the SWOT
analysis. SWOT analysis an immensenly interactive process and requires effective coordination
among various departments within the organization such as – marketing, finance, operations,
management information systems and strategic planning.

The SWOT Analysis framework helps an organization to identify the internal strategic factors such
as -strengths and weaknesses, & external strategic factors such as - opportunities and threats. It
leads to a 2X2 matrix – also known as SWOT Matrix.

The Strengths-Weaknesses-Opportunities-Threats (SWOT) Analysis / Matrix helps the managers

of the Metro Cash and Carry to develop four types of strategies:

 SO (strengths-opportunities) Strategies
 WO (weaknesses-opportunities) Strategies
 ST (strengths-threats) Strategies
 WT (weaknesses-threats) Strategies

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CHAPTER NUMBER 5

5. CONCLUSION & RECOMMENDATIONS:

5.1 Conclusion:
METRO Cash & Carry is a leading international company in self-service wholesale and
operates more than 600 outlets in 29 countries. It is 3rd largest trader in world, 2nd largest in
Europe and the Largest in Germany with a turnover of 59.9 billion in 2006. METRO is
operating around 2,378 locations in 29 countries, with employees numbering over 263,000.
this report shows the Strategic Management and Planning of Marketing and also the SWOT
analysis with competitive of Metro Cash & Carry, CPM, IEF &EFE is included in this report.
strategic initiatives that distinguish the company from its rivals are allocated as well. One of
them is the special training program for customers that called “School of trade”, according to
which, Metro does not invest to its client’s business instead the company provides own
experience accumulated during more than 54 years. The CPM of Metro Cash & Carry store is
2.56 % against the Imtiaz Super Store is higher the Metro Cash & Carry. And other IEF &
EFE reported show in above statements. Short term is Metro Cash & Carry is providing all
thing for customers buying on one Roof any time and also provide Home delivery with E-
Commerce system. But WL-Mart is a big threat for Metro Cash & Carry in Pakistan.
Currently Metro Market Share is 12%, if Wal-Mart enter in market so its should be Catch
max % from Metro & Others Superstores. Because Wal-Mart International Market Share is
very High level against the all International Super Stores.
The main issue faced by METRO was the leadership problem and the employee retention.
METRO was unable to transfer their leadership characteristics to the current management and
nurture them. Secondly they were unable to grow and develop their own leaders and
management which was one of their core objectives.
The solution/conclusion to this problem could be extensive and regular training of the
employees thus making them familiar with the METRO culture. Secondly in order to retain
the employees METRO should provide them good packages and involve them in decision
making process of the company. Thus making an creative and an fair organization to work in.

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5.2 Recommendations:
Recommendation for Metro Cash & Carry Pakistan is creating a mx opportunity for the
noncommercial customers to buying our need products with flexible price and the quality.
Increase the limit on single personal member ship card, Low price day introduce after 3
months. And create it hips in market for catching commercial and Non-commercial
customers. Introduce our name of Metro product which Known in market related to Metro
self-product, Stare the facilities in remote area of Pakistan with celebration in Small super
stores.

Metro mainly focus on wholesale business where you can find quality item in bulk quantity
on lower and competitive price. But in Pakistan, this concept is not much implemented in
terms of pricing strategy. MCC does not reach to the main manufacturer or producers in order
to reduce cost for their end or business consumers. If we look at other Metro stores in other
countries. The company has direct link with farmers, manufacturers and producers in order to
acquire quality items and pay them fair market value. In order with that, it can benefit MCC
for reducing cost to their end consumers. However, Metro in Pakistan have direct contacts
with only suppliers which deliver them products on recommended quality but do not have
much pricing advantage. For that, customers at metro does not feel much pleasure in term of
pricing advantage.

Another weakness of Metro which we identified was low marketing strategy at cost in low
awareness to their consumers which company has to bear. MCC run their advertisement only
in different season and occasional basis. Moreover, most of their customer does not know
about the sales promotions and especial discount offers. MCC has a paid service to be
registered which could advantage their customers in getting discount and sales promotion
through message updates. However, only 1\3 of their customers are registered and most of
them does not wants to pay for this service.

Our group has recommend MCC to give registration service to all their customer whether
they are business users or end consumers at free of cost. This would help MCC to attract new
customers and retain their daily customers and could increases the sale of the company and
customers will feel delightful.

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References:

www.Google.com

www.Wikipedia.com

www.Slide-share.com

www.Metro.pk

Own visit and go through department

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