IQRA UNIVERSITY NORTH NAZIMABAD | S. Sunniya Zafar | Submitted To: Sir Ali Zishan | | ID: 486 | 5/17/2013 |

Final Individual Report |

Contents INTRODUCTION: 3 Customer Problems at Imtiaz 3 Major Customer Problems: 3 Value Chain Analysis of Imtiaz Super Store: 4 Problem # 1 4 Solutions: 4 Solution Best-Fit: 5 Problem # 2 6 Solutions: 6 Solution Best-Fit: 7 Problem # 3 8 Solutions: 8 Solution best-fit: 9 Assumptions, limitations and opportunities for improvement: 10 References: 10

INTRODUCTION:

Imtiaz store is a super/hyper mart located on the Dr. Muhammad Ali Shah Road in North Nazimabad.
Imtiaz is one of Karachi’s leading retailers, with over 70,000 customers visiting their stores every week. Imtiaz sells a large variety of items sourced from over 2000 suppliers globally. The main product
Categories are: * Food Items – local and imported * Modern Bakery * Fresh vegetable and fruit * Meat * Crockery – local and imported * Cosmetics and Perfumes * Medicines * Kitchen and household apparel * Household electronic items

Customer Problems at Imtiaz
Imtiaz is receiving a number of customer complaints and wishes to hire the services of a business analysis team that can help it overcome these problems. Amongst the host of customer problems that Imtiaz has received through a survey, the following have been identified as most critical from customer satisfaction perspective.
Major Customer Problems:

New customers face a lot of difficulty navigating through to their desired isle in the store. This causes frustration and dissatisfaction for customers.

2. Customers complain of long waiting lines at the check‐out counters. This is especially infuriating for customers who upon purchases of only a few items need to stand in line behind customers who might have purchased a month’s grocery. This problem however only exists during the weekends because most people come for grocery shopping during this time of the week.

3. Customers face a serious parking problem at Imtiaz. The search for a parking spot is frustrating for customers and the additional effort of walking back and forth between the vehicle and the store is also a source of dissatisfaction. Female customers have additional problems in transporting heavy purchases to their vehicles

Value Chain Analysis of Imtiaz Super Store:
Operations:
Inbound logistics
Outbound logistics:
Sales and marketing:
Services:

Purchasing merchandise. Storing merchandise. Customer management. Advertisements. Home delivery.
Merchandise quality and Placement of products. Inventory management. Promotion. 12% discount on quantity measurement. Customer visit. Transaction management. Understanding Medicines. Pricing. Maintenance. Customer’s needs. Problem # 1
Business Problem: Imtiaz super store does not have any navigation boards/maps that provide guidance to its customers about products.
Business Process Modeling With Identification of Customer Problems: After entrance, he searches for direction boards.
Comes to the store
New customer Follow that and finds that product.
Gets direction.
Ask him about his isle.

Look around for information counter. Problem

Then Purchase it

Solutions: * We can put list or sign boards of isles along with the products on the walls. * We can hire workers whose tasks are just to greet the customer and make the customer knowledgeable about the product. And let them know the direction. * We can place LCD monitors, which will be connected with a server. All the information/direction would be in a database and will be displayed on LCD`s accordingly. It will be very convenient to place LCD`s and they could be easily updated through the server. If required to make any change that would be done through data base conveniently. Solution Best-Fit: * We can place LCD monitors, which will be connected with a server. All the information/direction would be in a database and will be displayed on LCD`s accordingly. It will be very convenient to place LCD`s and they could be easily updated through the server. If required to make any change that would be done through data base conveniently. Modeling of Updated Business Process: View the direction from LCD screen.
Move ahead for shopping.
Customer comes in.

The IT operator manages all the information displays on the screen.
LCD is connected with the server. Information
All the shelves, products and direction is displayed on the LCD

Impact of Solution:
LCD monitors would help in navigation because there will be no need to changeisles, products and direction in a manual way. Instead, just all the LCD’s would be connected to a single server which could be easily operated and the things could be changed easily. If we place sign boards or lists on the wall then it will be very difficult for us to change those boards or lists again and again. And LCD would work faster and easier and there will be no need to drag that LCD down and paint on that. etc., this will be done through a database conveniently.

Measuring performance:
We can measure performance of our solution easily by noticing the behavior of our customers. And also we can take customer feedback. And we can spy our customers through camera`s that whether they are having any problem In finding products or not.

Problem # 2

Business Problem: Check-out counters are not enough. It is very hard to manage or deal with customers during weekends because most of the people do grocery shopping during this period of time. Customers have to wait in a long queue.
Business Process Modeling With Identification of Customer Problems:
Customer comes in

Customer goes out
Gives payment
Stand in long waiting lines.
Come towards check-out counters.
Purchases few items
Do grocery shopping

This is a problem.
Solutions:
* Imtiaz super store can make sub check-out counters on each floor. Customer will pay on the same floor from which they buy products. So, when they reach on the ground floor they will not have many items left for payment. * Imtiaz superstore should exceed to 10 counters and distribute them as 3 counters for the customers who are carrying baskets and7 counters will deal with the customers who have done their grocery shopping. So, the customers who have trolleys will pay on different counters and the customers who have baskets will pay on different counters. In this way time consumption will be reduced. And those who have less shopped would not have to wait in a long queue.

Solution Best-Fit: * Imtiaz superstore should exceed to 10 counters and distribute them as 3 counters for the customers who are carrying baskets and 7 counters will deal with the customers who have done their grocery shopping. So, the customers who have trolleys will pay on different counters and the customers who have baskets will pay on different counters. In this way time consumption will be reduced. And those who have less shopped would not have to wait in a long queue.

Modeling Of Updated Business Process:
Customer comes in
Purchases grocery or few items

Customer goes out
Customer goes out
Check-out counters 1 to 3 – for baskets
Check-out counters 4 to 6 – for trolleys
IF Basket then move to counter 1-3 or IF trolley then move to counter 4-10
Goes to the check-out counter

Impact of solution:
People will don’t have to wait in long queue. The customer who has bought few items will pay on different counters so it will be very convenient.
Measuring Performance:
We can measure performance through customer’s feedback or cameras.

Problem # 3
Business Problem:
Imtiaz super store do not consider customer parking. The customers face very serious problem because of this situation and it affects a lot on Imtiaz super store’s value or demand. They do not have any service guy who helps in parking the car. Parking spots are available nearby Imtiaz.

Business Process Modeling With Identification of Customer Problems: Time consume process. This is a Problem Customer parks the car
Moves ahead
Search for parking space
Drop his family member on the store

Parks the car
Walks back to store
Enters to the store

Solutions: * We can buy a plot for parking area. * We can hire some service guys. They will park the car of customers. This will reduce the time of customers. Then at the times of check-out a worker with the intercom will contact the parking guy and he will ask him to bring the car of a particular customer. That number will be according to his token no. * We can make software through which we can make contact with the valets. At the time of check-out we can inform the valets that customer is about to leave. Then valets will bring the customer’s car.

Solution best-fit: * We can hire some service guys. They will park the car of customers. This will reduce the time of customers. Then at the times of check-out a worker with the intercom will contact the parking guy and he will ask him to bring the car of a particular customer. That will be according to his token no.
Modeling of Updated Business Process:

All customers alight
Keep the shopping bags in, sits in the car with family members
Drive home
Asks him to bring the car of that customer, and tells him the token number
Then after check-out he leaves the store
Found his car at store
He inform the valet through intercom
Gives token to the valet team leader
Reaches towards checkout counter
Does grocery shopping
Valet parks the car.
Valet takes car. Give token to customer.
Customer parks the car at imtiaz

Customer goes in

Impact of Solution: Here a team of some peoples are required who park the cars of the customers. Basically the flow of information is here which is done through the intercom .Some of their members will stand on the check-out portion; they will stay in contact with the valets through intercom and inform them about the coming customers. This will reduce the time of the customers. The customers will not have to pass through this frustrating process of parking the car after implementing this solution. Measuring Performance: Customer’s behavior will help us in measuring performance of this solution. Also, we can take their feedback regarding this solution.
Assumptions, limitations and opportunities for improvement: * All the customers know how to use LCD or how to get their required information. * We can improve our solution of using LCDs if we hire some staff who guides the peoples in getting particular information though LCDs. * Lack of space is our limitation, if there will be more space then we will make more check-out counters. * If there will be no space of parking then valet cannot do anything to help customers. References: 1. http://www.imtiazsupermarket.com.pk/ms/ 2. https://www.facebook.com/imtiazsupermarket 3. http://tribune.com.pk/story/514939/imtiaz-super-markets-new-store-seeks-to-capture-upscale-markets/