FINAL PROJECT

IMTIAZ SUPER MARKET

by
ARBAZ HUSSAIN KHAN – 12422
MADIHA RASHEED – 12311
GHULAM FARWA - 12372
MARYAM TAHIR – 12234
SALEEM GUL - 13600

INSTRUCTOR – ATIF AZIZ

Karachi, Pakistan
MAY, 2023
 Final Project - Imtiaz Super Market

S. No. CONTENT Pg no

01 INTRODUCTION 3

02 COMPANY PROFILE 5
 Vision
 Our philosophy
 Value statement
 Mission

03 BACKGROUND 6

04 BUSINESS STRATEGY – LOW COST 8

05 ENVIRONMENT OF THE ORGANIZATION 9

06 SIZE OF THE ORGANIZATION 11

07 TECHNOLOGY USED IN THE ORGANIZATION 12

08 ORGANIZATION STRUCTURE 13

09 ORGANIZATION DESIGN 15
 Work specialization
 Span of control
 Chain of command
 Centralization
 Departmentalization
 Formalization

10 CONCLUSION 18

11 LEARNING CURVE 18

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INTRODUCTION

Imtiaz Super Market (ISM), commonly known as Imtiaz, is a Pakistani supermarket operator that

operates a chain of supermarkets across the country. Imtiaz is the largest retail chain in Pakistan,

with 12000+ employees and 700,000+ loyal customers spread across 11 cities in Pakistan and 26

stores in Karachi, Lahore, Islamabad, Faisalabad, Gujranwala, Sialkot, Bahawalpur, Gujrat,

Sargodha, Vehari, and Peshawar. It is estimated that its yearly turnover is between Rs 40 billion

to Rs 1000 billion, which makes it a key competitor of Metro Cash & Carry Pakistan and

Carrefour Pakistan.

Imtiaz Supermarket has been the subject of multiple controversies, including SOP violations

during COVID-19 and the lack of proper parking facilities causing widespread traffic jams.

Imtiaz Super Market started in 1955 as a small superstore in Bahadurabad, Karachi by Imtiaz

Abbasi. In 2003, they opened a store in Awami Markaz, Karachi. In 2010, they expanded by

opening a store in Nazimabad, Karachi. In 2013, Imtiaz was opened in Defence, Karachi.

Imtiaz offers a one-stop solution that includes 52000+ products, 10,000+ brands, and the best

prices and promotional deals for its customer base; we are honored to serve. Over 250,000

shoppers visit our branches every day, and by maintaining close relationships with our 85,000

growing unique clients, Imtiaz has secured a position that most retailers strive for.

Imtiaz's initial logo featured a shopping trolley, which was a trademark of Imtiaz's phenomenal

retail chain, embodying the initial mission and vision statement to provide the best services to

customers. This logo, however, was replaced in 2020 by the #NEWONE, a persona reflected in

its redesigned emblem. The logo's symbols represent the company's new vision and mission,

including; Star – embracing change and excellence, Happy Customer – valuing customers and

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stakeholders, Tick – righteous business ethics, and an Arch – symbolizing strength and support.

Imtiaz has been embedded alongside the symbols, representing it as a complete home store with

three different formats: Imtiaz Mega, Imtiaz Super Market, and Imtiaz Xpress.

Type Private

Retail
Industry

Founded 1955; 66 years ago

Karachi, Pakistan

Imtiaz Abbasi
Founder

Karachi, Pakistan
Headquarters

Number of locations 17

Area served Pakistan

Number of employees 8500+ (2021)

Website www.imtiaz.com.pk

COMPANY PROFILE

 VISION

“To be recognized as the best value provider ever”

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 OUR PHILOSOPHY

“To put all our efforts in providing the best value to all our partners, stakeholders, customers and

society at large”

 VALUE STATEMENT

“We Choose for Others What We Choose for Ourselves”

 MISSION

“We will make our unmatched services available to all major cities of Pakistan and beyond. We

will strive for continuous improvement in our processes, services, and offerings by using the

most advanced tools and technology wherever possible to retain customers for life.”

BACKGROUND

Began in 1955. Imtiaz Abbasi’s father opened a general store that was tucked away in an obscure

lane in Bahadurabad. In 1978, Imtiaz Abbasi made a trip to Singapore and came across the Al-

Mustafa Store, which was one of the largest retail chains there; he was so overwhelmed with

their business model that he decided to replicate it for Imtiaz. On his return, he began adding

more product categories to his existing assortment and thanks to the favorable customer

response, after a few years, he bought the adjoining shops to expand the set-up.

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From a Small Kiryana Store (general store) to Imtiaz Superstores Today, What

Underpinned this Transformation:

The one complaint from their clients was that their Bahadurabad store was as well congested. At

the ends of the week, and in specific amid the primary 10 days of the month, the store would be

gotten to be greatly swarmed. His vision was that all modern outlets ought to have a bigger

secured zone so he stocked more items, whereas taking off sufficient room for individuals to

move around comfortably. What drove the creation of the office store arrangement was the

reality that clients were on the post for one-stop shopping arrangements. When Imtiaz to begin

with begun, shopping for goods was almost like buying a Monthly Ration – rice, flour, sugar,

salt, cooking oil, and flavors. Nowadays, this kind of shopping isn't considered a chore any

longer; or maybe, it is seen as a fun, family excursion. The retail involvement nowadays is

almost comfort, assortment, quality, and reasonableness.

His primeval idea was to kick off a small store that could provide general items of daily use to

their customers. Over the years as the business grew, Mr. Imtiaz Hussain envisioned making

Imtiaz Super Store, a store that would help make people’s lives better. He had the vision to serve

people by helping them save money in their day-to-day shopping; a vision to strive and conquer

their customers with love.

 Founded: 1955; 68 years ago; Karachi, Pakistan

 Headquarters: Karachi, Pakistan

 Founder: Imtiaz Abbasi

 Industry: Retail

 Imtiaz Super Market started in 1955 as a small superstore in Bahadurabad, Karachi by

Imtiaz Abbasi.

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 In 2003, they opened a store in Awami Markaz, Karachi.

 In 2010, they expanded by opening a store in Nazimabad, Karachi.

 In 2013, Imtiaz was opened in Defence, Karachi.

 In 2016, a hypermarket was opened in Gulshan-e-Iqbal, Karachi. The retailer also

expanded to Punjab, Pakistan, and opened a supermarket in Gujranwala.

 In 2017, a branch was opened in Faisalabad

 In 2018, two more branches were opened in Karachi in the areas of Sharafabad, and

Malir by the retailer.

 In 2019, a Clifton, Karachi branch was opened.

 In 2021, they opened a store in Sialkot.

 In 2021, they opened a store in Bahawalpur, dated 06 August.

THE BUSINESS STRATEGY THEY ARE FOLLOWING IS LOW COST

Imtiaz has one of the best business models in the retail industry in Pakistan, this simple strategy

has maintained Imtiaz to persist even in challenging periods. They offer a wide range of products

which includes both imported and local products at an affordable price. This states that their

business model is following a low-cost leadership strategy. Considering, Imtiaz manages to

maintain an economy pricing strategy so primary target audience is mostly from the middle-

income segment as each product is reasonable for everyone. Lower cost producer does not mean

that why comprising of the quality of products, they believe in offering a range of quality brands

and products so their customers can enjoy a good shopping experience. It is estimated that Imtiaz

has a turnover yearly is between Rs 40 billion to Rs Billion, which makes it the market leader in

the segment ahead of its competitors including Metro and Carrefour. With the large sale

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volumes, they can purchase products in bulk quantity which gives them a cost edge over retailers

which smaller set-ups who lack the cash flow to spend in lump sums on procurement. Even

though they know international brands and they are willing to pay them more but also believe in

the expected value of their money by following a strategy of unique selling prices. When it

comes to retail, especially for groceries their main priority is convenience, variety and quality,

and affordability for their customers. That’s why they can provide quality products with a range

of products at a good price which attracts their target customers.

Moreover, Imtiaz has different brands and produce different product line including a ready-to-

wear clothing line, easy-cooking oats, a variety of grocery products like Poonam spices, rice, and

herbs, etc. also own baking and home sense brand with a range of toiletries and personal

products. With all of these, they have their in-house spice grinding, cleaning, and packaging

facility. They offer all of these essential commodities at significantly lower prices than the

market average. With their remarkable success in the retail journey, they also believe in giving

back 30% of profits to their customers in the form of discounts, giveaways, and gifts. All these

strategies are run by them to be the provider of low-cost products in the market by not increasing

the price in line with market trends they manage to hit their profit margins. With the extremely

loyal customer base. Since, with an unlimited variety of products with affordable prices,

promotions, and self-service culture, and also easy accessibility branches at different locations in

Pakistan running with mutual trust and cooperation. They have grabbed the supermarket in

position. So now they’re wondering to fleek the market by grabbing the attention of consumers

through launching more products and giving tough time to the market competitive. Imtiaz is

enjoying low-cost leadership with maximum profit margins.

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THE ENVIRONMENT WITHIN THE ORGANIZATION

The culture within the Imtiaz supermarket is both innovative and ethical. According to their HR

manager ethics is considered to be an important element in their organization. In Imtiaz,

employees are given special training in business ethics. The culture they follow also involves

innovation because they are successful in bringing time-to-time changes by evolving with time

and fulfilling the needs of customers according to their desire which includes a different range of

products. Imtiaz supermarket is having a dynamic environment because of the political and

terrorist issues in our country.

Moreover, they are following an organic structure by giving employees the freedom to be

creative and share their ideas and thoughts.

 They give importance to attention to detail because they take care of each employee

working within Imtiaz Supermarket.

 They believe in people orientation that’s why it is high in Imtiaz.

 They create a friendly culture environment in the organization by giving importance to

teamwork.

 The employee feels no stress and is satisfied with their work because of the friendly

environment that’s why there is no aggressiveness.

 They maintain their status quo that’s why there is stability in Imtiaz.

 They consider innovation as a key element because their high focus is to fulfill the needs

of customers and customers’ needs and desires with the change of time.

 There are some other factors that Imtiaz follows to maintain their Internal Environment,

 MOTIVATION

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Imtiaz supermarket gives incentives to their employees who are performing well in the form of

bonuses. It also provides health and education benefits to the families and children of their

employees. Additionally, they schedule trips and picnics for their employees to low their stress

and maintain their relaxation.

 TRAINING

One of the main challenges faced by managers while motivating their employees is illiteracy. So,

they provide special training to their employees to make them suitable for the required job.

 DIVERSITY

Imtiaz has about 70% males and 30% women who are working in their organization which

belongs to different religions and communities like Muslims, Hinduism, and Christianity. They

give holidays to their all employees on their special occasions according to each culture whether

in Eid, Holi or Muharram, etc. to maintain a cultural and friendly workforce environment.

 PRODUCT DEVELOPMENT

Imtiaz superstore brings the idea of new product development to satisfy the need of customers

with good quality products in less price range. To increase sales, Imtiaz super store introduce

brands with multiple new ranges of products like Poonam, Imtiaz superstore was the first retail

store to process and package rice, wheat flour, pulses, and spices, easy cooking oats, Sabiha

clothing brand by Imtiaz, fresh choice, home sense by Imtiaz.

THE SIZE OF THE ORGANIZATION

Imtiaz Super Market has now Imtiaz Mega, Imtiaz Express, and Imtiaz 24/7 for customer

convenience. These different retail outlets are working massively in Karachi and have entered

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other key locations of Pakistan including Bahria Town (Karachi), Gujranwala, Sialkot, Lahore,

Islamabad, and Faisalabad. Imtiaz is the largest retail chain in Pakistan, with 12000+ employees

and 700,000+ loyal customers. Shoppers in all districts of Karachi and other cities can now enjoy

convenient and economical shopping. There are more than 10 outlets in Karachi, and most of

them visit the outlet which is near to their residence, being convenient to go. Most people visit

the Imtiaz Mega (Gulshan e Iqbal), which is mainly due to the reason that it is in the center of the

city.

The supermarket, technically working as a departmental store, started to increase its product

assortment gradually from its inception and is now offering around 150,000 products in different

categories. Apart from their much-needed online ordering services, customers can even have a

24/7 physical shopping experience which has led to an annual turnover of up to Rs.50 billion. Its

highly competitive prices beat the market and attract major footfall each day giving them a

turnover of around Rs. 150 million each day. Moreover, to cater to the heavy footfall of

approximately 200,000 people daily, its fleet of more than 7000 employees works efficiently and

tirelessly. However, on the back end, success is attributed to its larger sales volume efficient

procurement, owning rice and flour mills, and widespread in-house facility for spice grinding,

cleaning, and packaging.

THE TECHNOLOGY USED BY THE ORGANIZATION

The retail business process is very simple. The customer enters the store, purchases the product,

pays the price, and exits. The same thing happens at Imtiaz Supermarket. Initially, they only

accepted cash, but as technology advanced, the company began to accept other forms of payment

such as debit cards and credit cards, among others. A barcode system is also installed for

inventory and sales management. Furthermore, the maximum number of cash tills are installed in

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a single store so that the maximum number of customers can be catered to at any given time.

Loyalty cards have also been introduced to reward loyal customers, allowing customers to earn

points every time they shop at any Imtiaz store. It is working to improve the customer experience

by introducing online orders from the website and phone, as well as a few stores offering 24/7

service. It has also introduced gift cards in denominations of Rs. 500, Rs. 1000, Rs. 2500, and

Rs. 5000, which it describes as "a hassle-free gifting option"1. Its vision is to be known as the

best value provider ever, and it is working hard to achieve that goal. It has also been a pioneer in

the use of SAP in the retail industry.

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ORGANIZATION STRUCTURE

IMTIAZ SUPER MARKET HIERARCHY CHART:

The above chart shows a rough design of the supermarket.

TYPE OF STRUCTURE

The structure of hierarchy followed by this organization is mainly focused on staff structure.

STRUCTURE ELEMENTS

 Being detailed-oriented is high in Imtiaz because they deal with every employee working

within the organization.

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 Employee’s direction toward catering to their customers is likewise high.

 Group direction is high since they establish a friendly environment within the

organization.

 Dynamism is low since employees feel no pressure and work in harmony due to the

organization’s friendly environment.

 Accuracy is likewise high since they keep up with their status quo.

 Development is high too because they need to satisfy the requirements of their customers

and be flexible in doing so over time.

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ORGANIZATION DESIGN

 WORK SPECIALIZATION:

Work specialization, also known as division of labor, is the degree to which tasks within an

organization are divided into separate jobs. Work specialization allows employees to develop

expertise in their specific tasks, leading to increased efficiency and productivity. Imtiaz Super

Store is a retail organization in Pakistan, known for its chain of supermarkets. Applying these

concepts to Imtiaz Super Store, we can assume that they employ work specialization by

assigning specific tasks to employees based on their areas of expertise. For example, there may

be separate departments for groceries, electronics, clothing, and household items.

 SPAN OF CONTROL:

A span of control refers to the number of subordinates that a manager can effectively supervise

and manage. It represents the hierarchical structure within an organization. The span of control at

Imtiaz Super Store would depend on the size of the organization and the management structure

they have adopted. If it is a large organization, there may be multiple layers of management with

narrower spans of control, while a smaller organization might have fewer management layers

and wider spans of control.

 CHAIN OF COMMAND:

The chain of command establishes the formal lines of authority, communication, and decision-

making within an organization. It defines the reporting relationships from top management to

lower-level employees. The chain of command at Imtiaz Super Store would determine the

reporting relationships and the flow of authority and information within the organization. There

would be a hierarchy of positions, ranging from store managers to department supervisors and

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employees. Decision-making authority would flow from the top management down to the lower

levels of the organization.

 CENTRALIZED STRUCTURE:

Imtiaz Super Market operates with a centralized structure. A centralized organizational structure

typically involves decision-making authority concentrated at the top levels of management, with

limited autonomy given to individual store locations or branches.

 DEPARTMENTALIZATION:

Imtiaz uses a functional organizational structure; it is a team structure that groups employees into

different departments based on areas of expertise. As Imtiaz is working with a large group of

customers so they are working on departmentalization to make their system and structure easy

and efficient

As Imtiaz is a retail store, they have different types of departments like a sales department, a

marketing department, a human resources department, etc. which are working to improve its

performance and productively generate revenue. Imtiaz believes that employees flourish as the

company flourishes.

 FORMALIZATION:

Imtiaz has formalized structure. This means they have rigid policies and procedure and they are

strictly following these rules which make their environment peaceful every employee know what

to do and how to do and everyone takes responsibility for their own. Imtiaz Super Market put all

their efforts into providing the best value to all our partners, stakeholders, customers, and society

at large; Electronics, household items, toys, and accessories are covered under check warranty at

the time of receiving and can be returned on the spot if there is any noticeable

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fault/malfunction/missing item. Once accepted by customers, Imtiaz shall hold no responsibility

for the items sold. Proper checks and balances are maintained through Warranty Policy.

Imtiaz values its employees. And also, their core values have been the provision of an enriching

environment of trust and cooperation to customers, the anticipation of customer needs, and the

creation of a self-servicing convenient environment for shoppers.

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CONCLUSION

In conclusion, Imtiaz is a Pakistani supermarket operator that operates a chain of supermarkets

across the country. Imtiaz is the largest retail chain in Pakistan. The reason behind their effective

way of working is their organizational structure which directly affects their productivity. Imtiaz

knows how to manage all the factors which influence the structure of the organization. These

factors include the strategy, environment, size, and technology of the organization. They have

made proper organization design like who reports to whom, and how the departments should be.

These all factors help them to be the best retail market in Pakistan.

LEARNING CURVE

This project helps us to study an organization, its corporate designs, structures, and the behavior

of individuals or groups. Also, provide us an overview of how organizations function and the

things they need to improve efficiency and profitability. And we learn about work specialization,

the chain of command, authority, delegation, a span of control, and centralization versus

decentralization structure. This project is very helpful for us, we are very thankful to our teacher

for giving us this type of project, we'll try to implement all that in our future business plans.

THANK YOU

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