2022 TQM PROJECT

BY RAJA ARSLAN

RAJA ARSLAN
SAP 22492
BSMS 4TH SEMESTER
TQM
Teacher: Sir Dr Fawad
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SABROSO

Introduction
In January 2018, Sabirs’ Group established a state-of-the-art processing plant to deliver
highest quality chicken products for all households under the brand name Sabroso. The
company is completely based in Pakistan, with their poultry farms and production facilities
etc. but they chose its brand name in Spanish language. SABROSO – means tasty and
delicious.

Industry
Sabroso belongs to Frozen food industry, The Pakistani frozen food market is recording a
CAGR of 3.58% during the forecast period (2022-2027). The frozen food market in Pakistan is
preliminarily driven by the convenience factor and the rising demand for animal-based
products, such as kebabs, parathas, meatballs, and sausages. Meanwhile, lack of
infrastructure, in terms of efficient cold chain and retail-level inefficiencies, is considered a
major hurdle for the frozen food industry in Pakistan.

Retail marketing of packaged foods is gradually transforming from a large number of

convenience stores or grocery stores to supermarkets/hypermarkets. The modern retail
channels, with the wide availability of products across regional/global brands, have gained
popularity. These superstores have facilitated the process of distribution, easing the process
of multi-channel marketing for frozen food products.

Region
Sabroso Operate with Pakistan, It divide its operating area into 3 region,
North include area of KPK, Gilgit, AJK, RWP, ISb, jehlum, chakwal and Mianwali. North Regional office
is located in Islamabad
Central Region include remaining area of Punjab, Regional office is located in Lahore.
South Region Include Sindh and Baluchistan, South Regional office is located in Karachi.

Products
Sabroso divide its product into three main categories, Ready to Eat, Ready to cook and Raw chicken.

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Ready to Eat
these are ready-to-eat snacks which doesn’t require cooking, just heat them up and they are
good to eat.

Ready to Cook
For your convenience, Sabroso combined premium Sabroso chicken with world class spices to
develop your favorite chicken snacks. No preservatives or chemicals are used in the procedure; the
products are blast frozen at -40 degree Celsius to maintain the freshness under strict quality
standards.

Raw Chicken
Sabroso provides Halal & Clean chicken meat and chicken by products. Chicken are
slaughtered by hand following strict shariah standards, state of the art machinery is used to
de feather, clean and wash the chicken from inside out before it is cut into pieces and
packed. It is blast frozen at -40 degree Celsius to avoid any microbial activity from occurring.
No artificial chemicals or preservatives are used, Sabroso provide you with 100% pure
chicken meat in a hygienic way.

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Primary Customer
The Primary customer of sabroso are listed below
Families and End user
Sabroso is ideal for working women and housewives since it provides a diverse choice of products for
use in their daily meals.

Fast Food and Restaurant

Sabroso also provides precooked items such as pizza topping, burger patties, and wings, which save
time and money.

Institutes
Government institute like PMA and NESCOM are also the customer of sabroso.

Quality Define in Sabroso

Sabroso Define Quality in term of

 Hygienic and wholesome chicken

 At the most affordable pricet
 The top-notch protein rich products
 Compliance with internationally recognized and recommended health & wellbeing standards

Quality as a source of competitive Advantage

Sabroso fights with giants like K&Ns and Dawn in a market where they are well established and
stable by focusing on the quality of their product.

Vision of Sabroso
“Our sole aim is to fulfil the protein needs of our nation by providing healthy and hygienic chicken at
an affordable rate.”

Mission Statement
“We are committed to bring the top-notch protein rich product, which is incompliance with
internationally recognized and recommended health & safety standards.”

Quality Statement
SABROSO as a company is committed to providing the highest quality products and service to all our
customers. We consider that the quality of the product supplied to our customers is of the utmost
importance to the long term success and growth of our company. Every care and attention possible
is taken to comply with all relevant Pakistan and international legal and safety requirements. We
recognize that we must work as a team with all our customers, to provide the highest quality value

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for money products. To achieve this we have implemented a documented food safety and quality
management system, incorporating all relevant food safety and qualitative standards, making sure
that all employees of the company are fully aware of the importance of the requirements within this
document, to achieve this company’s and our customers goal of a consistent high quality standard of
products.

Strategic Planning Process

Role of the Leadership setting the Quality Goals

In a SABROSO, decisions are made by a small group of people and then communicated to the lower-
level managers. The involvement of only a few people makes the decision-making process more
efficient since they can discuss the details of each decision in one meeting.

“SABROSO Decision making is centralized,

 Primary decisions are made by the person or persons at the top of the organization.
 Most of the targets and goal are set by the management.
 Management monitor and involve in operations actively ”

Deming Fourteen points

1. Create a constant purpose toward improvement
Sabroso keeps improving its operation continuously. Eg eliminating the process which give
zero input.

2. Adopt the new philosophy

By using new method to run its operation efficiently.

3. Cease dependence on inspection to achieve quality;

Sabroso use intensive inspection to achieve its quality

4. Work with one supplier.

Sabroso implements backward integration in order to become its own supplier.

5. Continuous improvement
Sabroso is constantly refining its operations.

6. On-the-job training
When new systems are implemented, SABROSO provides on-the-job training.

7. Leadership
Managers inspire their staff to attain their goals.

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8. Drive out fear

Employees normally don’t give any input to their seniors

9. Break down silos

All departments work with each other as their goal is common i-e

10. No slogans
There are no special slogan in departmental level

11. No quotas or numerical goals

Sabroso give their employees sales and recovery targets

12. Remove annual ratings or merits system.

Sabroso have proper reward system for their higher achiever

13. Institute of education and self-improvement programs

Sabroso provide special training to their employees

14. Involve all workers in the transformation

Sabroso doesn’t involve all employee in decision making.

System of Sabroso

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Sabroso manages and controls all poultry production activities under one umbrella to ensure
quality and food-safety. All breeding stock is housed at isolated breeder farms. To ensure
strict bio-security, all breeder farms work on the important principle of all-in-all-out to avoid
multiple ages at any breeder farm. Breeding stock is housed in environment-controlled
houses.
Hatching-eggs are cooled down inside air-conditioned, humidified egg-rooms at breeder
farms, packed and despatched in sanitised and environment-controlled vehicles to various
company owned hatcheries.
In addition to supplying day-old chicks to farmers, Sabroso is also engaged in broiler growing
at company owned farms to produce broilers for its poultry processing plant. Feed is also
supplied to our day-old chick customers and growers for realising the profit potential of
SABROSO quality day-old chicks. At our state-of-the-art poultry processing plant, only
healthy chickens are used to produce high quality chicken products. Chickens are Halal
slaughtered by hand according to slaughter rules of The Shariah. After Halal slaughter,
chickens are processed in the most hygienic and automated manner. During processing, the
birds are rinsed inside out and our veterinarians constantly examine the birds to confirm
they are wholesome. Products are then blast frozen at a low temperature of -30°C to ensure
product freshness, taste and food-safety.
Some chickens are used for preparing our ready-to-cook and fully cooked chicken products
using state-of-the-art meat preparation and production equipment. Choicest meat is carved
and select ingredients are added to our premium chicken meat, for preparing flavorful high-
quality products.

Products are then distributed all over the Pakistan

Primary Customer
Sabroso does various activities such as free tastings in colleges and hires distributors to promote
their products where they cannot reach themselves.

Measuring the perception of quality

Perceived Quality is the impression of excellence that a customer experiences about a product,
brand or business, derived through sight, sound, touch, and scent.

Sabroso use different measures such as frequency of sale and return, Frequency of rejected item,
customer retention. Customer usually perceived the following characteristics from sabroso

1. Performance
Consider the product fresh & complying all health standard

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2. Features
Appearance (skin colour, meat colour, cooked meat pinkness)
Texture (meat tenderness)

3. Service
Availability and home delivery

4. Warranty
Return if damage

5. Price
Affordable Price

6. Reputation
High as compare to competitors

Customer Feedback Mechanism

Getting Feedback by Meeting customer in person
In charge and ASE meets LMT and GT customer and gets feedback about the products

Getting Feedback From FS Customer

By feedback cards or verbally we get the feedback about the taste of our products.

According to the feedback we change the ingredient of product e.g spiciness

Employe Involvement in Decision making

There is moderate level involvement of employees in decision making as key decision of sabroso
were taken by upper management. There is Centralized decision making structure but some
Operational decision authority is delegated to Sales Officer level.

Employee Motivation
Due to good reward system and rotation of work employees are highly motivated

Employee Satisfaction
Turnover rate of sabroso is very high

Recognition and Reward System

There is proper incentive policy and best performers are rewarded.

Gain Sharing
High sale profit is shared with employee in the form of incentives and bonuses

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Performance Appraisal
Employee are evaluated on the basis of their performance and promoted accordingly

Continuous Process of Improvement

Sabroso focuses on improvement in quality and its operations

Process Improvement
sabroso improve its machine efficiency to decrease the defective products. Sell the machine rejected
item to employees at low price to reduce waste

Operational Improvements

 Customer payment entry in Application

 Tagging assets with QR code for proper tracking

Benchmark
Sabroso sets its benchmark on the basis of its past month and past year sale in same month.

Organizational Structure
Managing Director

RSM NORTH RSM central RSM South CFO Audit HR Factory Manager

ASM NORTH ASM central ASM South DCFO RA RHRM Product Chief
manager Quality
ASE NORTH ASE central ASE South RAM control
Procurement Production
SO SO SO As. Act manager manager production
Quality
Asst. Manager control
SPO SPO SPO
Plant Warehouse Lab
manager manager manager
\
Transport
and fleet in
charge

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Recommendation
• Product Price must be lower than there competitors

• Focus on Marketing

• Focus on Employee rather than cost cutting

• Move from centralization to decentralization

• Make finance Department independent from sale department

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