Escolar Documentos
Profissional Documentos
Cultura Documentos
Company History
METRO Cash & Carry is a leading international company in self-service wholesale and
operates more than 600 outlets in 29 countries. With over 100,000 employees
worldwide, the company achieved sales of 31.7 billion in 2007. By generating almost
50 percent of the total sales, METRO Cash & Carry is the top-selling sales brand of the
METRO Group. Assortment and service of METRO Cash & Carrys unique business-tobusiness model are targeted only towards professional customers such as hotels and
restaurants as well as small and mid-sized retailers or institutions. The company offers
these special groups a high level of assortment competency both in food and nonfood as
well as attractive wholesale prices. An efficient and internationally conferrable concept
ensures success in entering new markets.
In July 1996 METRO Cash & Carry merged with Kaufhof Holding AG and Asko
Deutsche Kaufhaus AG and the METRO Group was founded. That year also saw the
groups going public. The Metro stock is the only retail stock listed in the German bluechip index DAX 30.
The first step into Asia was taken when METRO Cash & Carry moved into China in
1996. Today the company is present in 5 Asian countries: China, India, Japan, Pakistan
and Vietnam. The METRO Cash & Carry business is going to be further internationalized
and expanded with the focus on Eastern Europe and Asia. Already by today, more than 80
percent of the staff is working outside of Germany. In many countries the company is on
of the major employers
Retailing
Page 1
Mission Statement
Retail is their world. Thats why their customers are at the centre of everything that they
do as a company. Every day, they successfully bring together people and products
millions of them, in all corners of the globe. Its just one way in which they create added
value. Not only for their customers, but also for their shareholders, employees and society
as a whole.
VISION
METRO Cash & Carry is the international leading company
in self-service wholesale. For over 40 years, the company
has been supporting high-volume commercial customers.
Today the company is represented in 29 countries and
offers its commercial customers up to 50,000 different
products (variable from country to country) under one
roof.
METRO Cash & Carry employs more than 100,000
people across the world and in many regions is among the biggest employers. Qualified,
highly-motivated employees create the foundations needed for successful expansion on
an international level and sustained growth of the wholesaling company. A performancedriven approach, openness and international outlook are the corporate culture that they
practice.
Goal
Our goal is to provide for a sustained appreciation of METRO Groups value through
profit able growth and efficient structures. This will benefit their customers as much as
their shareholders, employees and society. As a successful company, they consistently
live up to their social responsibility for only a profitable company can be a socially
conscious company as well
Retailing
Page 2
Retailing
Page 3
Retailing
Page 4
Locations in world
Retailing
Page 5
Retailing
Page 6
METRO in Pakistan
Retailing
Page 7
METRO in Lahore
Retailing
Page 8
Product range
Each store is tailored to address the needs of professional customers. They offer a
wholesale price that leaves the customer room for healthy margins and provide a one
stop-shop for the customer.
In the food range, freshness is their first priority. This is guaranteed by the efficient
supply-chain and quality control management they have in-place. In non-food, they offer
only products that are up-to-date in terms of technology and design, and meet all safety
standards.
Food
Non Food
Own brands
Food
At the METRO wholesale center you can find a wide range of food products.
Dairy, Frozen
METRO offers an all-new assortment of cheese and dairy products sourced from across
the globe which includes a delectable range of fine cheese, rich cream, butter and other
exciting gourmet products all available to suit customer needs.
The range includes:
Cheese, Butter, Eggs, UHT Milk, Cream, Pasteurized Milk, Yogurt, Chilled Ready Meals,
Drinks, Ice Cream, Frozen Vegetables & Fruits and Frozen Ready to Serve.
Retailing
Page 9
Meat
All types of Halal meat (Fresh, Frozen, Processed) is
available in a temperature-controlled environment.
Availability of premium quality meat is ensured
through reliable supply chain procedures and strict
quality assurance measures, right from live stock
procurement to end-product at their center. A variety of
meats is available in different cuttings of Mutton, Beef
and Chicken to cater the needs of their professional
customers
The assortment comprises a wide range of meat from local breeds like:
- Mutton: (bakra, chatra, dumba)
- Beef: (bachra, katta, cow, buffalo)
- Chicken: (Broiler, Desi)
All meat products are packed in a hygienically controlled environment
Retailing
Page 10
General Grocery
Under this category, the products offered include:
Canned Goods: Fruit, Vegetables, Meats & Meat Products, Pet Foods
Edible Grocery: Oils, Cereals, Coffee, Tea, Biscuits, Spices, Seasonings, Sugar, Sauces,
Pickles, Noodles, Soups, etc.
Retailing
Page 11
Non Food
METRO offers a wide range of Non Food products.
Office Equipment
METRO caters to the needs of modern business by providing a wide range of office
equipment and materials. These include: Computers, Accessories, Printers,
Mobile phones, Fixed Line Phones, Faxes, School Products, Copy Paper,
Packaging Materials, Office Supplies, POS material and Stationary. All major
brands are available under one roof, such as HP, Samsung, LG, Motorola, Nokia,
Aurora, Sigma, Max, Pelikan, Piano, Picasso, etc.
Detergents
Detergents include all products that come under Cleaning & Caring. METRO Cash &
Carry offers a wide range of national and international brands are made available after
understanding the needs of their customers.
This category includes:
Laundry Detergents, Fabric Caring Agents, Dish Washing Agents, Hygiene Papers, Paper
Products, Shoe Cleaning & Caring, Insecticides and Disposables.
Retailing
Page 12
Household Goods
The Household range includes products from pots and pans and chaffing dishes to
commercial tableware and glasses for Hotels, Restaurants and Caterers.
The selection includes brands in the following segments:
Pots & Pans (Tefal, Sonex, Majestic, Prestige), Tableware (Luminarc, Clayworks), Glass
(Pasabache, Bormioli Rocco, Toyonasic, Ocean), Cutlery & Cutting Tools (Cocktail,
Kiwi), Kitchen Utensils & Serving Articles (Fackleman). The range also include
decoration products (Walther Glass), Candles Cleaning items.
Retailing
Page 13
Retailing
Page 14
Departments
Fresh
The Fresh department comprises fresh meat, fish, fruit and vegetables and dairy
section. Special care is taken in handling, storage and maintaining freshness of products
throughout their shelf life.
Freshness of food products is checked on a daily basis to make sure that no product is left
on the shelf that does not fulfill standard requirements of quality and freshness.
Ultra fresh products such as meat, fish, fruits and vegetables require special attention
because of their delicacy and sensitivity. These products are presented with guaranteed
freshness while maintaining the natural texture and flavor of the products through strict
inspections and controlled temperatures.
These products are sourced from very carefully selected suppliers who are totally
committed to quality and hygiene and who have demonstrated their strength to fulfill
Metros requirements for quality, temperature control, process control and goods
manufacturing and hygienic practices. Slaughter houses and processing units are
regularly audited by their Quality Assurance department.
Metro Cash & Carry Pakistan has the highest concern for the health of customers and
considers it a social, ethical and moral obligation to make available the best of Natures
products.
Dry Food
The Dry Food department comprises edible grocery, canned goods, beverages, sweets,
confectionery, as well as detergents and toiletries.
Special attention is given to the storage of high quality grocery items such as rice, pulses,
lentils, spices, etc., to maintain their coloxzsr, texture, and aroma. A separate area has
been designated for spices and nuts for the ease and comfort of customers.
Imported canned goods containing meat and derivatives are very vigilantly selected,
keeping in view that imported meat products are purchased only from Halal-certified
companies audited by the recognized Halal certification bodies of their respective
countries. They also maintain a list of Recognized Halal Certification Bodies of different
countries and ask the supplier to send METRO a copy of their Halal certificate for
verification.
`1` In-store bakery is one of its kind. All recipes, cooking temperatures and time are predefined. Proper preparation control is done through fully mechanized plants. The hygiene
and sanitation standards are fully complied too and their staff is trained to fulfill such
requirements.
Retailing
Page 15
Retailing
Page 16
Distribution System
of Metro
Retailing
Page 17
Retailing
Page 18
HACCP
What is HACCP?
HACCP stands for Hazard Analysis Critical Control Point. HACCP is a pro-active
process control system by which food quality is ensured. This system has been
adopted by all Metro stores around the world and is mandatory for all Metro
stores to establish their food hygiene systems based on HACCP principles and be
certified from an accredited and reputed certification body.
The HACCP process consists of seven principles:
Hazard Analysis
Corrective Action
Record keeping
Verification.
Retailing
Page 19
Strategies
METRO Group is the worlds fourth-largest trade and retail group. Decentralised
management, the aim to be the first to enter new markets, internationality, innovative
business models and a global workforce that thinks and acts self-responsibly and
entrepreneurially have made METRO Group what it is today.
.
Customer orientation
They focus on their customers needs in everything that they do. They have to
respond quickly and flexibly to customer desires. Our strong customer orientation builds
on and extends METRO Groups traditional strengths. Our greatest challenge remains
addressing a wide range of very specific customer desires with the right formats and
concepts. These concepts must be aligned with and leverage the living and buying habits
of their customers, their customers customers as well as the respective markets degree
of maturity. Position and expansion with its four sales divisions, METRO Group is well
positioned for international success.
Retailing
Page 20
Suppliers
Metro applies strict Quality Assurance
controls over its suppliers of fresh
food products which include meat
and meat products, fish and fish
products, fruits, vegetables and their
products like salads and packaged
food.
Quality Assurance department. (QA)
The suppliers of meat, fish and their
products are required to assure Quality
Assurance department of Metro that
they are fulfilling basic requirements of hygiene, sanitation and Good
Manufacturing Practices. QA department pay surprise and regular visits to slaughter
house(s) and processing unit(s) of fish to check their operations. In case of any
nonconformity, the QA department may reject the whole lot ensuring that only the
healthy and hygiene products find their place in the Metro stores. QA department has also
engaged third party inspection bodies to check the operations of meat and fish suppliers
and submit report to QA department for follow up.
Suppliers also have to ensure that they shall abide by all temperature control protocols as
defined by Metro, not only during production but also during transportation to Metro
stores.
QA department has also engaged recognized and highly reputable testing laboratories
for testing the food products and samples are collected regularly from the production as
well as from the Metro stores and are tested to check whether they are fit for
consumption.
Suppliers of Metro have to implement the HACCP requirements in their whole
production process and Metro encourages those potential suppliers who are HACCP
certified and maintain their systems ethically and professionally.
Retailing
Page 21
Retailing
Page 22
Laptop
Passage
Electronics
Tobacco
Bakery
Printers
Wall
clocks
Retailing
Wall
hangings
Sports
UBL
Plastic
chairs
Page 23
Enterance
Cash counters
Toys
Sweets
Groceries
Delivery solution
Harpic
Masala and
achar
Cashier
Brite
Fish
Dairy &
delicatessen
useholds
Grill
Meat
Samsung Bravia
Candia
Printers
Fruit &
vegetables
Swot Analysis
Strength:
Loyal Employees
Large wholesale setup
No competitor till now
HACCP
Broader Variety
Deep Assortment
Monopolist
in
whole
selling
More than 20,000 SKUs
Reasonable prices
Weakness:
Opportunity:
Threats:
Retailing
Page 24
Bibliography
Websites:
http://www.google.com.pk
http://www.metro.com
Books:
Retailing Management by Levy / weitz
Management:
Asim Iftikhar Ahmed
Floor Manager
Ihtisham Khan
Store Manager
Khurram Shehzad
Purchasing dept Head
Retailing
Page 25
Out Line
Company history
Mission statement
Vision
Goal
What is metro
08 goals & results
Location in world
Success Story
Development of metro group
Metro in Pakistan
Metro in Lahore
Product Range
Food
Non food
Own brands
Departments
Facilities to Customers
Distribution Channel
HACCP
Strategies
Suppliers
Metro Principles
Map of Metro
SWOT analysis
Bibliography
Retailing
1
2
2
2
3
4
5
6
7
8
8
9
9
11
14
14
16
17
18
19
20
21
22
23
24
Page 26