A.

About Al-Fatah
Al-Fatah is the leading departmental store of the land of pure, Pakistan.
Serving since 1941, Al-Fatah has been offering an assortment of products to its
precious customers. From grocery to crockery, garments to jewellery, toys to kids
wear, kitchenware to ornaments, electronic gadgets to fitness equipments, beauty
products to health care accessories our valuable customers find each and every
product of the best quality under one roof. Around thousands of customers per day
quench their thirst of shopping from this landmark that has been their trustworthy
shopping mall for more than seven decades now.
Currently three spacious branches of Al-Fatah are providing services in Lahore
and Faisalabad. The mega project of Al-Fatah Store is under construction in Lahore.
The prospects of Al-Fatah are quite bright as we plan to expand our chain of stores
not only in Lahore but in other parts of the country as well including Islamabad,
Karachi and Peshawar etc.

Departments

Cosmetics
Crockery
Decoration
Electronics
Gifts
House ware
Kids wear
Lingerie
Ladies' Wear
Men's Wear
Perfumes
Sports
Supermarket

lrfan lqbal Sheikh, Director of Al-Fatah said, Al Fatah has emerged as one of
the most admired retail chains which has revolutionized the shopping dynamics by
offering a wide array of product lines on a convenient one stop shop concept. Al
Fatah will bring significant value addition to this prestigious malls segmentation
where brands from all genres are now housed. The opening of Al-Fatah
departmental store will undeniably foster healthy foot traffic at all hours that will
serve as one of the vital factors in the commercial success for all brands operating
at The Centaurs Mall.

B.Al-Fatah Retail Strategy

Al-Fatah long range sustainable growth is our persistent

focus on creating

value for customers. Five focus point guide us in this work Transform, Growth,
improve, expand, innovative and provide the products to customer at cheaper rate.

Al-Fatah Target Market

Al-Fatah is no more an exclusive shopping-place for the large section of
general public and all segments of the society. Al-Fatah has embarked upon a

number of imaginative measures, to make itself the leading choice for shopping by
all.

Competitors
Metro Cash & Carry Pakistan (Pvt) Ltd
Chen One Stores Limited
Hyper star Super Store
Banner Store International (Pvt) Ltd.
Canteen Stores Department - CSD Pakistan
Decent Departmental Store
Jalal Sons Departmental Store

C.Sustainable Competitive Advantage

There are different strategies which the HKB retail store adopt to develop a
sustainable competitive advantage. Customer Loyalty Location Customer Service
etc

Customer Loyalty
Keeping touch with customers using email marketing, thank you cards and more
treating its team well so they treat customers well showing that care and
remembering what the customer like and dont like

Location
The location of Al-Fateh retail outlet in the Lahore is ideal place. Al-Fateh main retail
outlet in Lahore is located on Liberty which is the hub of the Lahore city. The people
of that surrounding area prefer to purchase from the Al-Fateh. Other retail outlet of
Al-Fateh Liberty and Iqbal Town is also on famous place.

Customer service
Customer service is high in the departmental store Al-Fateh provides customer
service to its customers, during and after purchasing. Good customer service
provides an experience that meets customer expectations Bad customer service
can generate complaints.

Vendor Relation:
The Al-Fateh retail store directly takes the product from the company there is no
intermediate involved. Whenever there will be shortage of product in the market the
Al-Fateh store never suffer from the shortage of product. Reason of strong relation
with its vendor because the Al-Fateh fulfills the commitment with its vendor. Dealing

is on credit base Al-Fateh always do payment to its vendor on time never delay
payment

D.Vender of Al-Fatah
Dinnerware Wholesale

Vintage International Co.

Sharif & Company
Mars Industries
S.I.R. Melamine Ware
Crystal House
Electronic Supplier

Danish Electronics Elevators Faisalabad

Universal Scales (Pvt) Ltd Lahore
Eastern Automation & Control Services
Azms Electronic Communication
Machco Tex

E.How Does The Retailer Motivate Its Employees

Creating a Friendly Work Environment

Use food as incentive
Recognizing and Rewarding Your Employees
Reward your employees for hard work

Developing Great Relationships in the Workplace

Create social events

F.how the Retailer keep its operation at low cost

There are no intermediates between manufacturer and HKB store. They have their
own transportation system which reduce the cost .The retail store use of just in

time strategy which reduce the product carrying cost. On particular events the
company changes its strategy just in time to safety stock.

G.Growth Strategies Do They Fallow

H.Mission Statement of Al-Fatah Store

We are committed to delivering sustainable value for our shareholders and
enhancing lives every day through the high quality food, clothing and home
products we offer in our stores and online.

I.SWOT Analysis of Al-Fatah Store

Strengths: Those internal qualities which give an organization competitive
edge over other organizations.
Competitive edge over competitors:
Secure, safe and well established area of Lahore and other cities of Pakistan
Building wide parking area
Products of every class of people
High quality in products
Well furnished, air conditioned outlets.
High Quality services
Sales at discount rate from the market & utility store
Well known chain of stores, lower cost of advertising
Weakness: Attributes that are harmful for an organization, in achieving its
objectives

Weaknesses Related to marketing:

Lacking in the area of advertising
No proper scheduling of promotional activities.
Discount for special peoples
Opportunities: External factors that are helpful for achieving the objectives of
the organization.
CSD has:

Potential to increase market share

Regular and loyal customers

Easy expansion of business

Threats: External factors that are harmful for achieving the objectives of the
organization.
Al-Fatah is facing threats from private stores.
Offering competitive discount to all customers

Focusing more on advertising and promotion

Have reachable locations for local customers

J. Case of Selection of Their Retail Site

K.Organizational Structure
Organizational structure
Organizational hierarchy chart

L. Incentives for employees

M. Employee Commitment
N. Evaluation of Store Employees
O. Prevent of Shoplifting
Customers do their shopping own self and on each floor some employee observe
the customers while shopping. When customer finished its shopping then the store
employee take the goods of customer to its vehicle. In this sense they provide
customer service as well prevent shop lifting from the store.

P.
Conclusion
Al-Fatah has seven Departments, which are performing their functions
efficiently, out of these marketing department is lacking in the area of
advertising and promotion
Al-Fatah has self service stores yet it provides few services and it is lacking in
providing that service due to lower workforce.
Al-Fatah is facing management problems like Discipline and time
management.
Al-Fatah has a well developed inventory management system, Head quarter
purchase most of goods and respective companies deliver goods on outlets.
Few items are purchased locally like ice creams, milk, yogurt and ready to
cook food etc.
Role of IT department is distinct because of:
Billing software
Feeding of stock into the system
Generation of sale reports on daily bases.

Suggestions
Al-Fatah should focus on the advertising and promotion.
Al-Fatah should plane advertising and promotion activities well before time.
Discount should be given to all customers.
Should have enough work forces that can serve the customers according to
their needs