INTERNSHIP INTERNSHIP REPORT
39, quaid-e-azam industrial estate Kot lakh patt, Lahore.
Presented by: Rana Shoaib Anwer CIIT/FA09-MBA-123/LHR Submission date:
27-09-2010 Presented to: Ma’m Marryam Jahangir Assistant Professor
COMSATS INSTITUTE OF INFORMATION AND TECHNOLOGY Department of Management Sciences.
Jinnah campus Defense road, off raiwind road Lahore
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COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
To my parents whose unconditional love & support helped me in making this report. To my teachers who always guide me through out my studies. To my siblings for their gentle encouragement & valuable support. Also my dear mother for supporting me through out my tenure of learning as well as praying for my success through out my life and also in my future. Her Her pray prayer ers s toda today y make make me so prou proud d also also my dear dear fath father er for for supp suppor ortin ting g me financially all my life, fulfilling my basic necessaries as well as luxuries of life. I am thankful to my parents for their support through out my study career. Today what I am, because of them.
Contents PREFACE ………………..……………………………………………………….. ..4 ACKNOWLEDGEMENT …….………………………………………..…………….5 2
COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
EXECUTIVE SUMMARY ………………………………………………….………..6 INTRODUCTION OF DAWN BREAD ………………………………………....... ………………………………………....... 12 HISTORY OF DAWN BREAD ……………………………………………………..13 DAWN BREAD OBJECTIVES ………………………………………………….. ..15 MISSION STATEMENT …………………………………………………………. ..16 PRODUCT LINE OF DAWN BREAD..…………………………………………….17 ORGANIZATIONAL CHART ………………….…………… ………………….…………………..………… ……..……………. …. ...26 SWOT ANALYSIS .……………………………………………….………………. ..27 MARKETING STRATEGY…………………………………………………………..32 COMPETETIVE STRATEGY…………………………………….………………....39 HOW BREAD IS MANUFACTURED………………………………………………43 PROCESS ANLAYSIS………………………………………………..……………..46 HUMAN RESOURCE INFORMATION……… INFORMATION……………………… ……………………….……… ……….…………....50 …....50 LEARNING AS A STUDENT INTERN a. Duties b. Accomplishments Accomplishments c. New Knowledge Acquired d. Problems Encountered Encountered………………………………………………………..56
WEEKLY REPORTS…………………………………………………………………59 BIBLOGRAPHY……………………………………………………………………….64 GLOSSARY…………………………………………………………………………....65
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COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
This internship report is made to understand, experience and to explain the practical knowledge that as internee how much I have learn during my internship. It also explains how the company operations are conducted to convert raw material into finished form at production units of organizations. In this report, I mainly focus the SWOT SWOT anal analys ysis is,, Mark Market etin ing g stra strate tegy gy,, comp compet etit itiv ive e stra strate tegy gy and and orga organi niza zatio tiona nall behavior. It also explains my duties as internee and the knowledge that I have acquired during internship. After the completion of internship program, internship report has been prepared just in accordance with the practical exposure. In preparing this report, I have put all of my best efforts and tried my level best to give maximum knowledge. Despite all of my coherent efforts, I do believe that there will always be a room for improvement in the efforts of learner like me.
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COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
I am very thankful to ALLAH ALMIGHTY who has given us the power and ability to think think and and judge judge the matters matters and then to make make use of these these blesse blessed d abilit abilities ies.. My respected teacher Madam Madam MARYAM MARYAM JAHANGIR JAHANGIR is the only source who directed me to apply my abilities in the required directions. directions. Her vast knowledge knowledge and very useful useful advices advices enabled me to do my best during my internship internship and brighten the name of the COMSATS Institute of Information Technology Lahore. I would also like to thank MR GHULAM HUSSAIN (Chairman), Mr. NISAR ASHRAF (BRAND MANAGER), and Mr. YASIR SANDHU (Marketing Coordinator) of DAWN BREA BREAD D GROU GROUP P to prov provide ide me a chan chance ce to work work in the the comp compan any y to acqu acquire ire knowledge and test my skills.
EXECUTIVE SUMMARY The bread industry in Pakistan has seen many changes in the last twenty-five Years. It has emerged as a small-scale bakery processing industry to numerous industrial bread making units all over Pakistan. The bread industry in Pakistan Is flourishing very quickly and bread products are gaining much popularity. Bread has been accepted as a popular substitute of rice, naan, chappati, paratha. Currently, 5% of the total population of Pakistan consumes packaged packaged 5
COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
bread. The major factors for such a low percentage of people consuming bread are mostly economical and cultural. Pakistani diet consists of many substitutes for bread, which are cheaper and preferred over bread by a majority of the population.
Exports Pakistan is exporting different products to different countries in which there is some portion portion of exports exports consist of bakery bakery products. products. In 2009 the export of Pakistan Pakistan is of $17.87 billion 2009, the pakistan is exporting bakery products to many countries. The main countries to which pakistan is exporting bakery products are •
U.S.A
•
Canada
•
U.K
•
Norway
•
Japan
•
Singapore
•
Australia
•
U.A.E
•
Saudi Arabia
•
South Africa
But the major export of Pakistan bakery products is to U.S.A
IMPORTS
The total import of Pakistan in the year 2009 is $28.31 billion in 2009. in which there is some part of bakery machinery .Pakistan import of bakery products are very low very few brands of dairy products are imported from different countries. 6
COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
But the import of bakery machinery is very high. Most of the machinery related to bakery is imported from different countries the main countries from which pakistan is importing bakery machineries are
•
U.S.A
•
Canada
•
Switzerland
•
China
The main bakery products which Pakistan importing is the bread machinery the other bakery machinery which the Pakistan is importing are the followings. •
Rack oven
•
Slicer machines
•
Planetary mixers
•
Spiral dough mixer
•
Proofer
•
Deck oven
•
Dough divider
•
Rounder
•
Racks etc
CHALLANGES
To get maximum outcome from quota free regime, all out maxima efforts are needed to boost boost bakery bakery exports exports and heap up access access to the internat internation ional al market markets. s. In the context context of boosting boosting the exports, exports, the State Bank of Pakistan Pakistan has introduced three facilities based schemes for the benefits of exporters which are, Foreign Currency Export Financing Scheme (FCEFS), Political Risk Guarantee Scheme (PRGS) Export Guarantee Scheme (EGS). The bank would provide 210 days credit facility to exporters for South America as compared to 120 days credit facility to other markets. 7
COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
KE Y P ER SO NA LS : Mr. Ghulam Hussain (Chairman) Mr. Fida Hussain (M. D. Lahore Unit) Mr. Aamir Hussain ( Group Director) Mr. Anwaar Hussain (Director Marketing & Sales) Mr. Amir Sohail (Director Marketing & Sales) Mr. Adnan Hussain (Director Operations) 8
COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
Mr. Noman Hussain (Director Business Development)
PLA NT LOC ATI ONS : Karachi
(Two Plants)
Hyderabad Islamabad Lahore
(Two Plants)
Faisalabad
KARACHI/CORPORATE OFFICE: Golden Harvest Foods (Pvt.) Ltd.
Plot No. 33, Sector No. 24, Korangi Industrial Area Karachi Tel. : 92-21-111-111-999 Fax : 92-21-5055384 E-mail:
[email protected] LAHORE OFFICE: Auto Bake Foods (Pvt.) Ltd.
39, Industrial Estate, Kot Lakhpat, Lahore Tel. : 92-42-111-111-999 Fax : 92-42-5121308 E-mail:
[email protected]
FAISALABAD OFFICE: Mehboob Foods Industries
Central Textile Mills Compound Ayub Colony, Jhang Road, Faisalabad 9
COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
Tel. : 92-41-653295-6 Fax : 92-41-653297 E-mail:
[email protected] RAWALPINDI OFFICE: Capital Foods (Pvt.) Ltd.
15-E, Nasirabad, Peshawar Road, Rawalpindi Tel. : 92-51-111-111-999 Fax : 92-51-5472652 E-mail:
[email protected] HYDERABAD OFFICE: Farheen Foods Co
G/5 - A, S.I.T.E Hyderabad Tel. : 92-221-880800 Fax : 92-221-880355 E-mail:
[email protected]
NO OF EMPLOYEES 1500 plus
LEGAL ADVISOR: Mr. M. ATIF JAVED Khan, Advocate, Chamber No. 6, District Court, LAHORE.
BANKERS TO THE COMPANY : ABN AMRO Bank Allied Bank of Pakistan Limited Askari Commercial Bank LTD Citi bank N.A. Crecent commercial Bank. Faysal Ban LTD. HBL Habib Bank A.G.ZURIC United bank LTD
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COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
INTRODUCTION OF DAWN BREAD am e t ha h a t h as as c om om e t o s ig i g ni ni fy f y q ua ua lil i ty t y a nd nd D a wn wn B rre e a d a n am freshness in bread products. A success story that was written by a f am a m ili l y t ha ha t
i s c om om m i tt t t ed ed
t o h on o n es es t t o g oo o o d ne n e ss ss
e n te t e rp r p ri r i se se
a nd nd
concerne concerned d with the prosperi prosperity ty of the country cou ntry.. The enterprise, enterpr ise, which made a humble beginning 25 years back, has, grown to capture 40% of the consolidated market share of all bread products in the country, a fact that speaks volumes about the credibility of the company and its products. Prior to the establishment establishment of Dawn Bread , the largest producer producer of bread products was the public sector. However, this sector could not cope with the demands of the consumer and this when, perceiving a change in the eating habits of Pakistanis, Dawn Bread was envisioned.
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COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
E ve v e n i n t he h e w or o r st s t o f t im i m es e s , o ur u r c om o m mi mi tm t m en e n t i s t o d el e l iv i v er e r o ur ur products 365 days per year. This commitment, mentioned under the constant threat of war, overwhelming poverty and civil unrest, helped t he h e b ak a k er e r y n ot o t o nl nl y s ur u r vi v i ve v e a t um u m ul u l tu t u ou o u s 2 5 y ea e a rs r s i n t he h e b ak a k in in g business, but thrive.
HISTORY OF DAWN BREAD Dawn Bread was established in 1981, beginning with the plant in
K a ra r a ch c h i , c om o m mi m i s si si o ne n e d i n O ct c t o be be r 1 98 9 8 1, 1 , D a wn u i l tt- u p a wn B rre e a d b ui reputation for freshness, quality and taste. Creating awareness plus a d e ma ma nd n d f o r b r ea ea d p ro r o d uc uc t s, s, t h e s e co co n d p la l a n t w a s c o mm mm is i s si s i o ne ne d i n Islamabad in January 1985. Nothing succeeds like success, so next c am a m e t he h e p la l a nt n t i n H yd y d er e r ab a b ad a d i n J an an ua u a ry r y 1 98 9 8 7, 7 , a y ea e a r t ha h a t w as as t o w i tn t n es e s s t h e e st s t a bl bl i sh s h me m e nt n t o f a no n o t he h e r p l an an t a t L a ho ho r e, e, i n N ov o v em e m be be r 1987. 1987. Then came the plant plant at Multan, Multan, which was establis esta blished hed in 1989. 1989. After consolidation of this expansion, expansion, which included the distribution distribution of products to the Northern areas of Pakista Pak istan, n, this quality qualit y Dawn Bread products t a st st e a nd n d f r es e s h ne ne ss s s r e ac a c he h e d F ai a i s al al a ba ba d , w h er er e t h e s i xt xt h p la l a n t w as as commissioned in February 1992. To ensure fresh product supplies in metropolitan cities of the country Dawn Bread established two more plants in Karachi and Lahore. For purpose purpose of standard standardizat ization, ion, the company company associa ass ociated ted itself itself with FMBRA of United Kingdom in 1990 to bring itself in line with i n te t e r na na t io i o n al al
s t an an da d a r ds ds
of
p ro r o d uc uc t io i o n, n,
t e ch ch n ol ol o gy gy ,
m ac a c hi h i n er er y
a nd nd
formulation. 12
COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
CURRENT FACTS AND FIGURES The company is committed to the uplift and development of the s oc o c ie i e ty t y a s a w ho h o le l e , a nd n d p ar ar ti t i ci c i pa p a te t e s i n s po p o rt r t s a nd n d s oc o c ia i a l w el e l fa f a re re activities. Taking a responsible place in society. Today, Dawn Bread ’s distribution network comprises more than 500 Company owned and rented vehicles that deliver baked foods to m or o r e t ha h a n 2 5, 5 , 0 00 00 r e ta t a ili l o ut u t l et e t s d a ilil y , m ak a k i ng ng i t o ne n e o f t h e l a rg rg e st st distribu dist ribution tion network net works s for any product produc t in the country cou ntry.. Custom Cus tomers ers are located in major metropolitan areas, secondary metropolitan areas and r u ra r a l a r ea e a s. s . T he h e f l ee e e t r u ns n s a p pr pr o xi xi ma m a t el e l y 5 0 ,0 ,0 00 0 0 k m ( 3 1, 1, 0 00 00 m ili l e s) s) each day to deliver fresh bread.
DAWN BREAD IN A WIDER ASPECT H ow o w h as as t he h e c om om pa pa ny n y m an an ag ag e t o g ro ro w, w, e sp sp ec e c ia i a ll ll y i n a n e c on on om o m i c a n d p ol o l i ti t i c al a l e nv n v i ro ro nm n m e nt nt s uc u c h a s t h at at o f t h e M i dd dd le le East?
I n o ne ne
w or o r d: d:
f or o r es e s ig i g ht ht . D aw a w n B rre e ad a d ’s
managem management ent team tea m
recognized early on that to be a contender in the baking industry the company would need to comply with international processing standards. I n 1 99 9 9 0, 0 , t he h e c om o m pa p a ny n y d ev e v el e l op o p ed e d a r el e l at a t io i o ns n s hi h i p w it i t h C am a m pd pd en en & C h or or l yw y w oo o o d F oo o o d R e se se a rc r c h A ss s s o ci ci at a t i on o n , G l ou o u ce c e s te te r sh sh i re r e , U . K. K. T he he association worked with Dawn Bread t o b r i n g i t i n l i n e w i t h g l o b a l l y accepted production, technology, machinery and formulation formulation standards. standards. 13
COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
Hard work and dedication paid off in 2000 when the company received its ISO 9001: 1994 certificate.
DAWN BREAD OBJECTIVES B re re ad ad ’ s
D aw aw n
l on o n g st st an a n d in in g
c om o m mi m i t me me n t
t ow o w a rd rd
c o ns ns um u m er er
satisfac sati sfaction tion is evident evident and initiati init iation on of bringing brin ging Pakista Pak istan n the world’s worl d’s m os o s t t e ch ch no n o l og og i ca ca l ly l y a dv d v an a n ce c e d b ak a k i ng ng u ni n i t s a n d p r oc oc e ss ss es e s . Dawn Bread
u s es es
q ua u a lil i ty ty
i ng n g re r e d ie i e nt nt s
to
c re r e at at e
p r od o d uc uc ts ts
w it it h
q ua ua lil i ty ty
standards that are comparable to bread manufactured in any developed developed region of the world.
TRUST OF INTERNATIONA INTERNATIONAL L FOOD CHAIN IN DAWN BREAD Dawn Bread is the official supplier of •
McDonald’s hamburger buns throughout Pakistan.
•
KFC (KENTACCY FRIED CHIKENS)
•
HARDEES
•
PEARL CONTINENTAL
•
AVARI LAHORE
•
SUBWAY
•
DUNKIN DONUTS
The company company also supplies suppl ies frozen froz en bread bread sticks stic ks to Subways Sub ways,, Mr. COD and hundred hundreds s of national national and multinat multinationa ionall food restaura restaurants nts across across P a ki ki s ta t a n . I n a dd d d i ti t i o n t o f o od o d p ro r o d uc uc t s, s, D aw a w n G r ou ou p o f C o mp mp an a n i es es establis esta blished hed a yeast yea st plant pla nt at Lahore Lahore in collabo coll aboratio ration n with Australia Austra lia – based Burn Philips, (at present known as AB Mauri, UK.
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COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
MISSION STATEMENT To provide quality products to customer and explore new Markets t o promote/expand sales of the company through good Governance and faster a sound and dynamic team, so as to achieve Optimum price of products of the company for sustainable and equitable Growth and prosperity of the company
Quality Policy We work together as a team for implementation and continual improvement of total quality system in order to achieve satisfaction of our internal and external customers.
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COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
Product lines OF Dawn Bread Breads Initially started with just dawn bread now branched up into 4 different variants based on ingredients .listed as following
Bran bread
Fortified bread
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COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
MILKY BREAD
PLAIN WHITE BREAD
BURGER BUNS 17
COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
FRUITY BUNS
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COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
OTHER BRANDS OF DAWN BREAD 19
COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
BREAD & BEYOND DIRECTOR MESSAGE
Bread & beyond is acutely aware of the need for appealing products which satisfy our strong customer base is testimonial to our quality & professionalism. We introduced the concept of live bakery for the first time in Pakistan. Our past, present, and future long-term commitment to the industry and to each of our customers is made possible through our collective experience and our belief in the importance of honesty, integrity, reliability, long-standing relationships, and t rust. Bread & Beyond state of the art machineries and equipment offer world class products to the food service industry. We have in fact availed the services of culinary consultants and Bakers of International repute to bring innovation in our products. Our ultimate aim is to retain the Company customers and create natural preference for our products among our entire consumer based on value for money and most importantly quality and taste.
DAWN FOODS PRODUCTS 20
COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
➢
CHICKEN CHAPLI KABAB
➢
CHICKEN CHEES SEEKH KABAB
➢
CHICKEN KOFTA
➢
CHICKEN MALAAI BOTI
➢
CHICKEN SHOTS
➢
CHICKEN SAMOSA
➢
CHICKEN SPRING ROLL
➢
CHICKEN SEEKH KABAB
➢
CHICKEN SHAMI KABAB
➢
CHICKEN HOT WINGS
➢
CHICKEN CRISPY FILLET
➢
CHICKEN CRISPY WINGS
➢
VEGETABLE CUTLETS
➢
VEGETABLE SPRING ROLL
➢
PUNJABI SAMOSA
➢
AALOO SAMOSA
DAWN MAYO PRODUCTS Dawn Mayo Garlic ➢
Dawn Mayo KETCHUP
➢
Dawn mayo Chili
➢
Dawn mayo Chicken Spread
➢
Dawn Mayo Mayonnaise
➢
Dawn Mayo Thousand Island Dawn Tomato Ketchup
➢
Dawn Sauce Chili Garlic
➢
Dawn Soya Sauce Dawn Sauce Vinegar 21
COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
➢
Dawn Tomato Sauce Dawn Ginger & Garlic Paste Dawn Ginger Paste Dawn Garlic Paste
MEZBAN PRODUCTS MEZBAN is a brand of dawn bread. The basic purpose of this brand is to export the ready to make make products to rest rest of the world. MEZBAN is a Brand for your Kitchen Kitchen Cuisine and Fulfill your all Cuisine Requirements. ➢
Aloo Palak
➢
Beef Chapli Kabab
➢
Beef Seekh Kabab
➢
Beef Shami Kabab
➢
Bhagare Baingan
➢
Chana Daal Halwa
➢
Chana Daal Karaila
➢
Chicken Chapli Kabab
➢
Chicken Shami Kabab
➢
Gajar Halwa
➢
Karachi Vegetable Biryani
➢
Lahori Chikar Chole
➢
Lahori Chole
➢
Lahori Karhi Pakora
➢
Loki Halwa
➢
Mix Vegetable Achari
➢
Mix Vegetable Bhujya
➢
Sarson Saag
➢
Mix Vegetable Cutlet
➢
Mix Vegetable Samosa 22
COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
➢
Potato Cutlet
➢
Potato Samosa
➢
Punjabi Samosa
➢
Vegetable Shami Kebab
➢
Vegetable Spring Roll
Major Offices of the Organization 23
COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
1. Market Marketing ing and and Expo Export rt Depar Departme tment nt 2. Acco Accoun unts ts Dep Depar artm tmen entt 3. Administrat Administration ion and and Human Human Resource Resource Departmen Department. t. 4. Time ime Offic ffice e 5. Elec Electr tric ical al Depa Depart rtme ment nt 6. Mech Mechan anic ical al Wor Works ksho hop p 7. Stores Stores (Gener (General al Store, Store, Chemic Chemical al Store) Store) 8. Security 9. Gate Gate Pass Pass Offi Office ce
Organizational Chart of DAWN BREAD Chairman of the Board of
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COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
Director (owner)
Chief Executive Officer
Director Finance
Director Marketing/Export
Director Operation
G.M. Finance
Executive Director Marketing
Executive Director
Manager Finance
Marketing Manager
General Manager
Deputy Ma Manager Fi Finance
Deputy Mar Mark keti eting Ma Manager
Divisional Manager
Accountant/Accounts Officer
Asst. Manager Marketing
Deputy Manager
Asst. Accountant
Marketing Officer
Asst. Manager
Marketing Asst.
Incharge
Supervisors
SWOT ANALYSIS OF DAWN BREAD 25
COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
STRENGTHS
Leading Bread Brand owning the evolution of bread in Pakistan holding a market share of 35%
Early adopters adopters of new new technology, technology, advanc advanced ed production production units units
with
experienced food technologists proving their experience in baking
TOM TO M reca recallll amon among g Brea Bread d Bran Brands ds thro throug ugh h prese presenc nce e in prin printt and and presence in food festivals, exhibitions local and international
Largest Distribution Network providing Nation wide coverage. Effective On time time deliv deliver ery y and and roun round d the the Cloc Clock k cust custom omer er serv servic ices es prov proving ing professional management
Vast range of quality with a choice of flavors within them.
Stability of production
Less turnover of the employees
Highly skilled labor
Talented marketing managers
Qualified finance staff
Professionalism in the employees
Motivated sale team There is complete motivated sale team in the DAWN BREAD which always do their best job for the promotion, increasing demand, targeting, focusing needs and according to the customer need the suggest to renew the products, packing labeling etc..
WEAKNESS 26
COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
Has been slow in acquiring efficient processes in the brand building area.
Products launched by force of Sales Team & Competitors (when need is raised)
Larg Large e Prod Produc uctt Rang Range e lack lackin ing g prop proper er plan planni ning ng,, stra strate tegy gy,, prod produc uctt positioning causing hurdles in brand building process
Information Flow
Confused Branding resulting in the fading of image such as cakes, cookies not being highlighted as standalone brands from the house of dawn
Over work burden on the employees due to limited strength of the workers
No employee back up plan
No proper medical facilities
Consequences for efficiency and equitable distribution of growth
OPPERTUNITIES
Consumers are more receptive towards the change due to media and competition.
The recent growth in RTE food sector specially baking
Growing varieties in RTE food sector.
Competitors •
Weak Brand Loyalty,
•
Product range,
•
Product Quality 27
COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
To increase the skilled labor
To use the motivational techniques . (employee of the month, incentive plans motivates to perform the above standard standard
To create the awareness
Emphasizes on the business ethics
THREATS
Low Operating cost, Trade discounts offered by the competitors.
Barriers to entry are very low in the industry
Extension of accessibility networks by other brands.
Customers have shown high affinity to better/new image brands
Some Some prod produc ucts ts may may loos loose e focu focus s in a part partic icul ular ar cate catego gory ry by new new arrivals. As the planning lacks
ANALYSIS OF SWOT
➢
Bran Br and d Imag Image e Reliable and confident image of DAWN BREAD and the Group itself with
credibility of being there in the market for a longtime and sustaining the quality to satisfy consumer needs, yet lacking awareness towards various brands under the umbrella of DAWN BREAD Due to: –
Lack of attention by DAWN BREAD GROUP on the area of product planning and positioning resulting in lack of attention by the consumer. 28
COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
Positioning and Focused Branding
Lack of a single-minded valuable proposition, that will uplift the position that DAWN BREAD GROUP owns.
Past campaigns have have mainly focused focused the cash cows cows of the business business hence lack of strategic communication attention towards the developing brands that can turn out to be profitable as well.
Since a brand impacts the minds with a “single-minded and differentiated” approach, “believable” and “valuable” promise, which no one else can claim, DBG (DAWN BREAD GROUP) brands are prone to risk naturally by not taking the route
Sustainable Competitive Advantage
DBG, to its advantage, has •
Market Share
•
Baking experience with sophisticated facilities
•
Unmatched quality
•
Nation wide coverage.
•
Product Range – Flavors
However, these have not been translated into consumer advantage
These have not been used to create a sustainable edge over competition; an edge, which also offers value to the consumer
If not addressed, soon some of these will eventually erode.
29
COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
Marketing strategies WHAT IS A STRATEGY??
A strategy consists of a well thought out series of tactics to make a marketing plan more more effect effective ive.. Market Marketing ing strate strategie gies s serve serve as the fundam fundament ental al underp underpinn inning ing of marketing plans designed to fill market needs and reach marketing objectives. Plans and objectives are generally tested for measurable results. 30
COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
"What is Strategy?" Michael E. Porter Harvard Business Review, November-December November-December 1996. Today's dynamic markets and technologies have called into question the sustainability of competitive advantage. Under pressure to improve productivity, quality, and speed, managers have embraced tools such as TQM, benchmarking, and reengineering. Dramatic operational improvements have resulted, but rarely have these gains translated into sustainable profitability. And gradually, the tools have taken the place of strategy. As managers push to improve on all fronts, they move further away from viable competitive positions. Michael Porter argues that operational effectiveness, although necessary to superior performance, is not sufficient, because its techniques are easy to imitate. In contrast, the essence of strategy is choosing a unique and valuable position rooted in systems of activities that are much more difficult to match.
WHAT IS marketing strategy?
Marketing strategy is a method of focusing an organization's energies and resources on a course of action which can lead to increased sales and dominance of a targeted market market niche. niche. A marke marketin ting g strate strategy gy combin combines es produc productt develo developm pment ent,, promo promotio tion, n, distribution distribution,, pricing, pricing, relationsh relationship ip manageme management nt and other elements; elements; identifies identifies the firm's marketing goals, and explains how they will be achieved, ideally within a stated timeframe. Marketing strategy determines the choice of target market segments, positioning, marketing mix, mix, and allocation of resources. It is most effective when it is an integral component of overall firm strategy, defining how the organization will successfully engage customers, prospects, and competitors in the market arena. Corporate Corporate strategies strategies,, corporate missions, and corporate goals. As the customer 31
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constitutes the source of a company's revenue, marketing strategy is closely linked with sales. sales. A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statement Basic theory: 1. Targ Target et Aud Audie ienc nce e 2. Propos Propositio ition/K n/Key ey Eleme Element nt 3. Impl Implem emen enta tati tion on A marketing strategy can serve as the foundation of a marketing plan. plan. A marketing plan plan cont contai ains ns a set set of spec specifi ific c acti action ons s requ require ired d to succ succes essf sful ully ly impl implem emen entt a marketing strategy. For example: "Use a low cost product to attract consumers. Once our organization, via our low cost product, has established a relationship with consumers, our organization will sell additional, higher-margin products and services that enhance the consumer's interaction with the low-cost l ow-cost product or service." A marketing strategy often integrates an organization's marketing goals, policies, and action sequences (tactics) into a cohesive whole. Similarly, the various strands of the strategy , which might include advertising, advertising, channel marketing, marketing, internet marketing, marketing, promotion and public relations can be orchestrated. Many companies cascade a strategy throughout an organization, by creating strategy tactics that then become strategy goals for the next level or group. Each one group is expected to take that strategy goal and develop a set of tactics to achieve that goal. This is why it is important to make each strategy goal measurable. Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned Types of strategies
Marketing strategies may differ depending on the unique situation of the individual busine business. ss. Howeve Howeverr there there are a number number of ways ways of catego categoriz rizing ing some some generic generic stra strate tegi gies es.. A brief brief desc descri ript ptio ion n of the the most most comm common on cate catego goriz rizin ing g sche scheme mes s is presented below: 32
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•
this sche scheme me,, firm firms s are are Strate Strategie gies s based based on market market dominance dominance - In this classified based on their market share or dominance of an industry. Typically there are four types of market dominance strategies:
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Leader
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Challenger
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Follower
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Nicher
Porter generic strategies - strategy on the dimensions of strategic scope
and strategic strength. Strategic scope refers to the market penetration while strategic strength refers to the firm’s sustainable competitive advantage. The generic strategy framework (porter 1984) comprises two alternatives each with two alternative scopes. These are Differentiation and low-cost leadership each with a dimension of Focus-broad or narrow.
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○
Product differentiation (broad)
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Cost leadership (broad)
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Market segmentation (narrow)
Innovation strategies - This deals with the firm's rate of the new product
development and business model innovation. innovation. It asks whether the company is on the cutting edge of technology and business innovation. There are three types:
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Pioneers
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Close followers
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Late followers
Growth strategies - In this scheme we ask the question, “How should the
firm grow?”. There are a number of different ways of answering that question, but the most common gives four answers: ○
Horizontal integration 33
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○
Vertical integration
○
Diversification
○
Intensification
A more detailed scheme uses the categories[6]: •
Prospector
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Analyzer
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Defender
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Reactor
•
Market Marketing ing warfar warfare e strate strategie gies s - This This sche schem me draw draws s para parallllel els s betw betwee een n marketing strategies and military strategies
WHICH
MARKETING
STRATEGY
DAWN
BREAD
IS
FOLLOWING?? Market expansion Grow Sales with New Products Products - With this approach approach the marketer marketer seeks seeks to achieve achieve objectives through the introduction of new products. This can be accomplished by: ➢ ➢
introducing updated versions or refinements to existing products; introducing products that are extensions of current
Dawn Dawn food foods s is pure purely ly follo followin wing g the the mark market et expa expans nsio ion n stra strate tegy gy
by mean means s of
increasing market share by 1 introducing updated versions or refinements to existing products; 1.1 Dawn bread 1.1.1 Bran bread is the variant 1.1.2 Fortified bread 1.1.3 Milky bread 1.1.4 Plain white bread 34
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1.2 Buns 1.2.1 Burger buns 1.2.2 Fruity buns 1.2.3 Hot dogs buns 2 Introducing new product lines 2.1Frozen foods 2.1.1 Frozen puri 2.1.2 Frozen plain paratha 2.1.3 Kababs 2.1.4 Fillet burgers 2.1.5 Combo wings 2.1.5 Crispy wings 2.1.6 Hot shots 2.2 Dawn rusk
Positioning Strategy of DBG: “Dawn gives you the freshest and the t he most wholesome baked and frozen products because it extracts the essence of its it s products from the finely selected PERFECT GRAINS” Dawn, in essence, is the perfect grain
The target audience •
SEC
Sec A, B&C1
•
Gender
Primary Female & Secondary Male
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Age
30 years plus
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Education
Graduate and above
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Areas of dwelling
Middle Class, Upper Middle Class and above
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Personal incomes (if any) Dependent or working Mother
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Household incomes
RS 25000 plus 35
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Stage in lifecycle
Primary Just married and 2 small kids Secondary Full Nest
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Personality attributes
Self actualisers, innovators , esteem seekers , strivers.
•
Who do they idealize?
Successful people in all walks of life
Dawn’s Personality •
Taking cue from the great artistic references (such as Gandum key khoshey jais jaisey ey sone soney y ki baliy baliyan an;; or Sune Sunehri hri lehl lehlah ahat atii gand gandum um)) in the the trad tradit itio iona nall literature and practiced language, the personality for Dawn will be that of ‘Gold’. The rich golden brown color of Gold, the heavy feel of it and the evocative look will: – Automatically strengthen Dawn’s position as an upscale ultimate quality
product – Establish the Perfection factor in every single customer touch-point, be
it advertising, Dawn shelf at outlet or the product experience itself. •
Evoke Evoke emoti emotional onal feelings feelings toward toward a brand brand as rich rich and full full as as Gold Gold itself itself..
Dawn Personality – Description Descri ption
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Competitive strategy A firm's relative position within its industry determines whether a firm's profitability is above or below the industry average. The fundamental basis of above average profitability in the long run is sustainable competitive advantage. There are two basic types of competitive advantage a firm can possess: low cost or differentiation. The two basic types of competitive advantage combined with the scope of activities for which a firm seeks to achieve them, lead to three generic strategies for achieving above above averag average e perfor performa mance nce in an indust industry: ry: cost cost leader leadersh ship, ip, differ different entiat iation ion,, and focus. The focus strategy has two variants, cost focus and differentiation focus.
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1. Cost Leadership In cost leadership, a firm sets out to become the low cost producer in its industry. The sources of cost advantage are varied and depend on the structure of the industry. They may include the pursuit of economies of scale, proprietary technology, preferential access to raw materials and other factors. A low cost producer must find and exploit all sources of cost advantage. if a firm can achieve and sustain overall cost leadership, then it will be an above average performer in its industry, provided it can command prices at or near the industry average. 2. Differentiation In a differentiation strategy a firm seeks to be unique in its industry along some dimensions that are widely valued by buyers. It selects one or more attributes that 38
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many buyers in an industry perceive as important, and uniquely positions itself to meet those needs. It is rewarded for its uniqueness with a premium price.\
3. Focus The generic strategy of focus rests on the choice of a narrow competitive scope within an industry. The focuser selects a segment or group of segments in the industry and tailors its strategy to serving them to the exclusion of others. The focus strategy has two variants.
(a) In cost focus a firm seeks a cost advantage in its target segment, while in (b) differentiation focus a firm seeks differentiation in its target segment. Both variants of the focus strategy rest on differences between a focuser's target segment and other segments in the industry. The target segments must either have buyers with unusual needs or else the production and delivery system that best serves the target segment must differ from that of other industry segments. Cost focus exploits differences in cost behavior in some segments, while differentiation focus exploits the special needs of buyers in certain segments.
DAWN DIFFRE DIF FRENTIA NTIATIO TION N STRATEG STRA TEGY Y Being broad in approach, having nationwide and international appearance as well, DAWN is following Differentiation strategy. THE CORE ATTRIBUTES ARE HEALTH and freshness (softness).that what they are deliver in adds,
Competition Competitive Position •
Various established local bread brands and bakers as well, with higher TOM recall. 39
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•
Bake Parlor and Wonder are close
Personality •
Bake Parlour: Modern, Mature, and Trendy
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Wonder: Old, near obsolescence
Differentiators •
Duties Bake Parlour: Baking process driven expansion. None otherwise.
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Wonder: Harping about quality. None in fact.
•
Bunny’s
TOM Brandrecall: Health Bake Measures Parlor is higher than Dawn Bread at times in Karachi Loyalties: Loyalties: Switching is is usually due to nonnonavailability of the usual brand.
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HOW BREAD IS MANUFACTURED?? INGREDIENTS
The principles of baking bread have been established for hundreds of years. The basic ingredients are flour, yeast, salt and water. Bread Improvers (flour treatment agents), usually Vitamin C (ascorbic acid), are used in commercial production.
Flour Wheat is grown in many parts of the world. However, flour made from `hard` wheats such as those produced in North America is higher in protein/gluten. Hard and soft wheats in milling terms are equivalent to strong and weak flours in baking. Whea Wheatt flou flourr is the the key key ingr ingred edien ientt in most most brea breads ds.. Flou Flourr qual quality ity is part partic icul ular arly ly important in bread making as the quality of the flour will have a significant impact on the finished product. When flour is moistened and stirred, beaten or kneaded, gluten develops to give dough `stretch`. The elastic framework of gluten holds the gas produced by the fermentation action of yeast. In a year of good harvest a bread grist may consist of 80% of home grown wheat. This trend is likely to continue with advances in wheat breeding and technology. However, home grown wheat is not always strong enough to be used in all varieties of bread and baked products and there is no likelihood at the moment of this country being able to do without some imported wheat for bread making. making. Currently Currently about 41
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800,000 – 1,000,000 tones of wheat is imported for bread making, mostly from North America.
Yeast Yeast requires moisture, food and warmth for growth. When these requirements are satisfied, the yeast grows. Its function in bread making is to: • produce carbon dioxide gas to enable the dough to rise • form the cellular network found in bread crumb • give bread its characteristic aroma.
Salt Salt is an essential ingredient in bread. It is used in very small amounts to give bread flavor. It also helps to control fermentation to produce bread of good volume and texture.
Water Water is used to produce the dough. It is important that the water is the correct temperature and quantity when making bread, because it affects the dispersal of the other ingredients.
Fat Vegetable fat is used in very small quantities; it helps to keep the bread soft and also helps the dough pass more easily through the production process.
Bread Improver Vitamin C (ascorbic acid) is used to strengthen the dough and help it rise. It has a beneficial effect on the volume, crumb structure and softness of the bread.
Preservatives Preservatives, such as acetic acid (vinegar), are often used in commercial baking to ensure the freshness of the product and prevent staling. 42
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PRODUCTION METHODS There are two main methods of making bread: - Bulk Fermentation Process (BFP) - Chorleywood Bread Process (CBP)
BFP
is a traditional method. Ingredients are mixed together to form a dough and
left to ferment for up to three hours. During fermentation the dough changes from a short dense mass into an elastic dough. The time taken to reach this state largely depends on the amount of yeast and the dough temperature.
CBP
The modern commercial process used in large bakeries is known as the
Chorleywoo Chorleywood d Bread Process Process and was developed developed in 1961 by the Flour Milling and Baking Research Association at Chorleywood. This method produces bread and other fermented bakery goods without the need to ferment the dough in bulk. Dough developm development ent in CBP is achieved achieved during high speed speed mixing mixing by intense mechanical mechanical working of the dough in a few minutes. Not only does this save considerable time (which helps keep down the cost), it also produces bread which is better in respect of volume, color and keeping qualities. CBP is now by far the most common method used throughout all sectors of the bread baking industry. CBP allows the use of a much higher proportion of flour made from British wheat. This helps to reduce our dependence on hard wheat imported from countries outside the European Community which attract a high levy under the Common Agricultural Policy. Premium and whole meal breads require a much higher proportion of flour milled from hard wheat and are consequently more expensive to produce. 43
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Note: In 1995 The Flour Milling & Baking Research Association merged with the Cam Campde pden Food Food and Drink rink Rese Resea arch rch Asso Assoc ciati iation on to form form the the Camp ampden & Chorleywood Food Research Association.
Process analysis
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Method ➢
All ingredients are pumped from large storage bins or silos into the dough mixers automatically. The equipment is controlled by computer. The dough is mixed intensely for about three minutes in a high speed mixer in batches of around 300 kilos. The temperature of the dough has to be carefully controlled at 28ºC so that the yeast can grow and the dough become elastic.
➢
When mixing is complete the large mass of dough is tipped into a divider. It is then divided into individual pieces and shaped into a ball. The weight of each piece of dough is very important to ensure that the finished product complies with Weights and Measures Regulations.
➢
The dough pieces are allowed to `recover` for about eight minutes in a conveyor prover. This is the first or intermediate proving stage. Each piece of dough is then shaped and molded and placed in a tin, four pieces to a tin for a loaf of bread. The texture and size of the dough piece is automatically controlled. The dough then travels through the final prover which allows the dough to rise gently for about one hour in strictly controlled temperature and humidity conditions. It is then ready for baking.
➢
The bread is baked for about 20 minutes at 200ºC. The loaves then go into a cooler. Cooling is usually done under carefully controlled conditions to ensure correct temperature, humidity and time. This is very important for quality. The cooling stage lasts for about two hours which enables the loaves to be sliced easily. The bread is then wrapped and ready for dispatch
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Distribution
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HUMAN RESOURCE FUNCTION Objective
Employees are the asset of any organization. To fully utilize this asset there is need to establish the good and fruitful relationship with the employees. For the purpose to utilize this human capital, there is need to protect the rights of the employees. If there is any kind of insecurity to the rights, then employees are demotivated to do their jobs. For the protection of rights and more supporting to get more rights, there is department of human resource. Human Resources may set strategies and develop policies, standards, systems, and processes that implement these strategies in a whole range of areas. The following are typical of a wide range of organizations:
1. Recruitment, selection, and on boarding (resourcing) Recr Recrui uiti ting ng is the the proc proces ess s of disc discov over erin ing g pote potent ntia iall cand candid idat ates es for for actu actual al or potential candidates for actual or anticipated organizational vacancies. Internal recruitment 48
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If the recruitment occurs from the existing employees then it is internal. External recruitment
If the recruitment occurs excluding from the existing employees then it is external.
Total Total process of recruitment and selection of DAWN BREAD 1) Review the job description to ensure that it meets the present and
future requirements 2) Review the person specification to ensure it meets the requirements
of the job description 3) Design the selection process 4) Draft the advertisement and select the advertising media 5) Short list using the person specification only 6) Interview and test short-listed candidates 7) Validate references, qualifications, skills and security clearances
according to job specification. 8) Make appointment
9) Medica Medicall tests tests of empl employe oyee. e. 10) After Probation of specified time period the employee is confirmed
on the job.
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1. Organizational design and development Organization
design involves
the
creation
of roles les,
processes,
and
formal reporting relationships in an organization. There are two phases in an organization design processes in the DAWN BREAD :Strategic grouping, which establishes the overall structure of the organization and second one is operational design, which defines the more detailed roles, processes and formal reporting. Organization development is a planned, organizational effort to increase an
organizati organization's on's effectiveness effectiveness and abilities. abilities. It is basically basically developed developed the beliefs, beliefs, attitudes, attitudes, values, and structure structure of organizatio organization n in some specific specific scene scene so that they can better adapt to new technologies. For this purpose DAWN BREAD organize organize different seminars seminars for the employee employees s to share share these these beliefs, beliefs, attitudes, attitudes, values including the benefits to the employees.
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2. Business transformation and change management Sometimes Sometimes employees employees accept accept and embrace embrace changes in their current business environ environme ment nt but someti sometime me they they feel feel embar embarras rassm sment ent to adopt adopt that that chang change. e. Change management is also a project management process for DAWN BREAD where changes to a project are formally introduced and approved according to situations.
3. Performance, conduct and behavior management Performance management can focus on the performance of an organization, a depart departmen ment, t, employ employee, ee, or even even the proces processes ses to build build a produc productt or servic service e according to the standards.
And when all the job is performed DAWN BREAD, then management can check the behaviors of the results. And according to these results the future implementations are organized and managed. And the behaviors of the workers and total staff are also keeping under control and there is no force and any kind of order behavior is avoided. To escape from the any kind of thing that leads the employees toward no more loyal behavior. 51
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If you get success in this thing you will be succeeded in the managing the whole company.. 4. Industrial and employee relations
Industria Industriall
basicall ally y the emplo employme yment nt relati relations onship hip.. relations relations are basic
Indust Industria riall
relati relations ons is increa increasin singly gly being being called called employment becaus use e of the the employment relations relations beca importance of non-industrial employment relationships. Many people also equate industrial relations to labor relations. In DAWN BRED Industrial relations has three faces: a) science building b) problem solving c) ethical.
In the science building face, industrial relations is part of the social sciences, and it seeks to understand the employment relationship. In the problem solving face, industrial relation e as well as employer. In DAWN the fina financ ncia iall bene benefi fits ts are are alwa always ys thin think k best best way way to DAWN BREAD, BREAD, the comp compen ensa sate te the the empl employ oyee ee.. Beca Becaus use e it alwa always ys esta establ blis ish h motiv motivat atio ion n to the the employees.
1. Training and development (learning management) 52
COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
There is little bit difference between training and development of employees. •
Training is for the current time period for the specified range for employees.
•
Development is for the future time and is maintained for the future success and
future range organizer.
LEARNING AS A STUDENT INTERN 53
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DUTIES ➢
To conduct outdoor activities like free tasting of newly launched frozen foods chicken chicken combo combo wings, wings, spicy spicy wings,fille wings,fillett burgers, burgers, and may existing prod produc ucts ts as well well .The .These se activ activiti ities es were were carr carrie ied d out out on the the famo famous us departmental and general stores.
➢
To do visit as as spo on the stores stores having dawn dawn products and recording the level of of stock of each each category category with with the sole purpose purpose of having having an
eye on
the sales staff. ➢
➢ ➢
To check the daily reports of spos. To analyze the customer complaints. To visit different locations for the purpose of branding.
Accomplishments ➢
I did my best to do all the works that my boss asked me to do.
➢
I Participated warmly in these activities.
➢
Perform Performed ed multi multi tasks tasks like like pursuin pursuing g custome customers rs by giving giving the inform informati ation on in the appropriate way.
➢
I read different articles which my boss assign to me.
➢
I went different locations and stores for the purpose of branding and to check the customers problems regarding dawn products
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I also visited different departments of dawn bread.
Following main stores where activities were conducted Pot pourri (defense) Raheem store moon market iqbal town Al-fateh liberty Alfateh dha Fine store Walton
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D
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New knowledge acquired ➢
No doubt practical is the most precious knowledge. During this internship I learn how the deals are accomplished in business sectors. I learn how to write a contract, agreements.
➢
I also learn how the operations are done in a production unit. I learn how much advance units are used in blades manufacturing industry.
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I also learn that the marketing processes used in the company. Problems in marketing processes and procedures.
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I also learn about the export procedures that are used in the company to carry the business unit.
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Every business has its own terms and language to communicate. As soon as you are able to understand these terms and language, you have an ample of confidence to work in any business environment. I have tried t learn all the terms and language used in dealing. But there is still much room to learn.
Problem encountered ➢
I had had some some prob proble lems ms at the the star startt of my inte intern rnsh ship ip unti untill ther there e is some some confidence is built between employees and me. But it was all good when I realize that the environment of DAWN BREAD is very friendly. It gave me a lot of confidence to work as internee.
➢
In start, I had a problem in understanding the terms and language that is used in dealing. These terms are purely local. So it took a lot of time to understand these terms.
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WEEKLY REPORTS WR 1 RANA SHOAIB ANWER FA09, MBA 13-B, 123 Weekly Report Starting from 21st June – 25th June.
21st June, Monday
One the very first day of my internship, I met with the CEO of DAWN BREAD who introduced me to HR Manager of DAWN BREAD. I was being told about different departments of the company by the HR Manager i.e., Accounts Department, Marketing Department, Human Resource Department, Sales Department and production Department. In the end of the day I visited all the departments of the company and also spend time with the employees working in different departments. 22nd June, Tuesday
The HR Manager asked me about my area of interest and as I am doing my specialization in marketing so he referred me to the Brand Manager of Dawn Bread Mr.Nisar Ashraf who gave me introduction i ntroduction of the marketing department and told me about the different units of production of Dawn Bread and marketing strategies of the company. 23rd June, Wednesday
On the third day of my internship, the brand manager gave me a task to analyze the reports of sales promotion officer and also told me about the working methods of a sales promotion officer. I analyzed the customer complaints which were recorded at the retail shops. The major complaint was the availability of expired products at the retail shops and the late delivery of fresh products to the shops. 24th June, Thursday
The brand manager gave me the access to visit the official page of DAWN BREAD on the well known social networking website FACEBOOK to analyze the views and comments of fans of the DAWN BREAD on FACEBOOK. Majority of the fans gave positive feedback about the products of DAWN BREAD. There is another unit of 57
COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
DAWN BREAD which is known as BREAD AND BEYOND (ATA BAKERY). The manager also gave me the access to visit this page as well. 25th June, Friday
On the last day of week, the HR manager sends me with the marketing coordinator of DAWN BREAD Mr.Yasir Sandhu to visit the University of Central Punjab campus for the purpose of branding of DAWN BREAD and BREAD AND BEYOND at the university campus. WR 2
RANA SHOAIB ANWER FA09, MBA 13-B, 123 Weekly Report Starting from 28th June – 2nd July 28th June, Monday
I visited the fashion Designing College located at Johar Town Lahore with the marketing coordinator of DAWN BREAD for branding purpose. 29th June, Tuesday
The brand manager showed me the merchandizing officers report which were working at twelve different stores in Lahore. He gave me the brief introduction of merchandisers. After that he gave me the reports for analyzing purpose. 30th June, Wednesday
On the third day of this week brand manager gave me a magazine with the name of SYNERGIZER and told me to read that magazine which is related to the marketing activities of different brands. He specially told me to read the case of OMORE ice cream. After reading that magazine I discussed different points with the brand manger related to the marketing techniques. 1st July, Thursday
On the fourth day of this week, I visited METRO Thokar Niaz Baig branch. There we met with the manager of METRO Thokar Niaz Baig branch. After coming back from there the brand manger gave me the article related to the SONIC BRANDING for reading and analyzing. 2nd July, Friday 58
COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
On the fifth day of this week, I went to the Pot Pouri store in defence for the promotion activity of DAWN FROZEN FOODS. We make a stall there and distribute free sample to the people visiting there and I collected their precious feed back regarding the product quality and taste. WR 3 RANA SHOAIB ANWER FA09, MBA 13-B, 123 Weekly Report Starting from 5th July – 9th July 5th July, Monday
on 5th july my brand manager give me task to visit different sectors of DAWN bread in lahore. Dawn bread divide lahore in 12 sectors. On Monday I decided to go in DEFENCE area there is almost 25 stores at which dawn bread sold their product. My basic purpose to visit this sector to analyzed what are the conditions of dawn bread stalls at different stores. And what are the problems of shopkeepers. 6th July, Tuesday
On Tuesday I selected JOHAR TOWN sector. On that day I met with different shop keepers and asked them what are there problems regarding dawn bread products. 7th July, Wednesday
On the third day of this week I visited ALLAMA IQBAL IQBAL sector and met met with different shopkeepers there. I asked them what they want from DAWN bread, and take their suggestion that how we can serves serves them in better way. 8th July, Thursday
On the fourth day I conclude all the data which I gathered gathered in three days and I submit it to the brand manger of DAWN bread. 9th July, Friday
On the fifth day Dawn bread organize a cricket match event in the DHA Lahore. In this event there was matches between the REAL ESTATE AGENTS of DHA. We also do their activity of free sampling of DAWN FROZEN FOODS. WR 4 RANA SHOAIB ANWER FA09, MBA 13-B, 123 Weekly Report Starting from 12th July – 16th July 59
COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
12th July, Monday
on 12th july DAWN BREAD sponsored a cricket match tournament between different organizations at model town cricket ground. It is basically a two days activity on which our marketing department duty is the branding of dawn food in the cricket ground. For that purpose we design the boundary boards which covered the whole ground. 13th July, Tuesday
On 13th july as it is a second day of tournament we visited there and settled the boundary again and posted a some new boards of DAWN FOOD. But sad news is that after a tough competition DAWN BREAD team lost their match. 14th July, Wednesday
On 14th july I visited MODEL TOWN SECTOR and meet different shopkeepers there and asked them to tell any problems they are facing regarding DAWN FOOD. And I also checked the stall conditions of the DAWN BREAD .The major stores are like Victoria, metro etc. 15th July, Thursday
On 15th july me and MARKETING COORDINATOR visited different major stores of Lahore for the purpose of branding of DAWN PRODUCTS. In stores we took pictures of different locations and analyzed that the which side of the store attract the customers most. We also took the sizes of these locations. 16th July, Friday
On the fifth day we showed the pictures to the brand manager. And the market coordinator also told the estimation cost to the brand manger. After the approval we sent the order to the advertising agency for the skins. WR 6 RANA SHOAIB ANWER FA09, MBA 13-B, 123 Weekly Report Starting from 19th July – 23rd July 19th July, Monday
on 19th July my boss give me job applications along with the C.V of the candidates for the post of the SALES OFFICERS and for the MERCHANDISERS and asked me to the list down the candidates whose qualification and the experience is according 60
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to the requirements. After this I submit these APPLICATIONS to the HR OFFICER who call the candidates for the interview on Tuesday. 20th July, Tuesday
On 20th July we interviewed different candidates as per scheduled there were 52 candidates who were interviewed and among those 52 candidate we selected 10 candidates. 21ST July, Wednesday
On 21st July we started 3 day activity of DAWN FOOD .The activity is basically of free tasting of dawn frozen foods like chaplii kabab, fillets, chicken samosas, chicken shots. The place where we done that activity is the well known RAHEEM STORE at IQBAL TOWN. There we directly interacted with the customers and told them about our products. 22nd July, Thursday
On 22nd July, we again did did the activity at RAHEEM RAHEEM STORE as I mentioned mentioned earlier this was a 3 day activity. This day we changed some of our products we added a spring roll and chappli kabab in our activity, 23rd July, Friday
On 23rd July as this our our last day at RAHEEM RAHEEM STORE we continued our activity activity on third day. As like previous days we again received very positive feed back from the attendants of the activity.
Bibliography: MR Nisar Nisar Ashraf Ashraf (brand manager) manager) Personal interview Aug 9 2010. Mohammad saleem (marketing coordinator) Personal interview 61
COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE
Aug 11 2010 Mohammad yasir(marketing coordinator) Personal interview Aug 12 2010 Moahammad adeel (assist HR manager) Personal interview Aug 23 2010
http://www.ifm.eng.cam.ac.uk/dstools/paradigm/genstrat.html
en.wikipedia.org/wiki/Marketingstrategy www.1000advices.com/guru/strategies_ competitive competitive_vk.html http://www.dawnbread.com/ http://www.breadbeyond.com/main.htm http://dawnfrozenfoods.com/ http://dawnspread.com/
GLOSSARY:
DBG: DAWN BREAD GROUP FMBRA : stands for Flour Milling and Baking Research Research Association Association (now the Camden and Chorleywood Food Research Association; UK)
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ISO 9001 ISO 9001 is the internationally recognized standard for the quality management of businesses HACCP Hazard Analysis Critical Control Point (HACCP) is a systematic preventive approach to food safety and pharmaceutical safety that addresses physical, chemical, chemical, and biological hazards as a means of prevention rather than finished product inspection SANHA the South African National Halaal Authority (SANHA) is a national, nonprofit-making organization, representing the Muslim community of South Africa on all matters pertaining to the general application of the term Halaal with specific reference to Islamic dietary laws. EU europeon union TQM total quality management management CBP Chorleywood Bread Process
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COMSATS INSTIUTE OF INFORMATION TECHNOLOGY LAHORE