Kamran Akrammc090407460MBA ( Marketing)www.vustudents.net

Internship ReportOn CSD (canteen store Department) www.vustudents.net

Overview of the CSDBrief history:CSD was established after world war I. Assets were divided in an agreed proportion of 2/5 and 3/5 respectively between Pakistan and India. As a result emerged the canteen store department of Pakistan. CSD deals in consumer consumables and durables as well. Dual role of being a commercial organization with welfare orientation is performed by CSD.

Overview of the CSDCSD portfolio has: mini marts mobile vans petrol pump shops mini shopshigher purchase business cell meat and vegetable shops

Overview of the CSDStrategies of branding:CSD is using umbrella branding strategy. CSD has introduce a complete range of spices with name of CSD spices by contract Alina food international. CSD also introduce Ghee and Oil by the Name of CSD ghee and oil by contract with the Shama Ghee mills

Overview of the CSDMain clients of CSD are: Army personals & their families.Personnel of civil Armed forcesRetired personnel and their families.Civilians

Main competitors in Multan: Prince shopping complexhappy home store

Organizational structureOrganizational hierarchy chart

Organizational structureCSD has total workforce of 1728 members, in all outlets throughout Pakistan & 60 in Multan.Comments on the organizational structure: All seven departments are headed by Directors & deputy directors. Chairman Boc leads all seven departments. Work force vary from department to department. CSD has narrow control and long chain of management. Shops are divided into different zones.

Organizational structureIntroduction of all the departments: CSD has seven departments, these departments have almost same structure. Few workers works in head office i.e. Rawalpindi and others works in the outlets throughout the country. Names of departments are:Department of finance and AccountingPurchase and Marketing departmentDepartment of Stock management and salesDepartment of information TechnologyDepartment of Human Resource Management

Plan internship programIntroduction to CSD Multan

Located at an ideal place.largest retail store in Multan.sales of more than 20 millions monthly.Operates daily for 13 to 14 hours. Duration of internship 01-05-2011 to 15-06-2011

Plan internship programNames of department In the following departments I work during my internship program:IT department Inventory management DepartmentSales Department Marketing Department Customer Relationship Management

Training Program IT DepartmentIn IT department following tasks are given to me. Managing bar codePreparation and printing of bar codeCorrection of bar codeFeeding of StockRecord of daily Sale

Training Program Inventory management Department There are three stores: Bulk store: Received the products from different companies. Feeder store: In order to have an instant reach to products a feeder store is build along the main store L.P (Local purchase) Store: Receives goods that are purchased from the local manufacturer.

Training ProgramSales DepartmentSales staff performs certain function, in which I participated during internship, along with the sales people. These functions are:self service store An efficient billing software Credit Card payment Billing for promotional Items e.g. chips, shampoo & tea bagsRefund and Duplicate bill

Training ProgramMarketing Department In marketing Department I performed the fallowing activities.Types of Display:Vertical Display: e.g. custard powder Display by quantity: e.g. ketchup

Price tags and price charts Prices are adjusted according to competitors discount schemes

Training ProgramCRM Department CRM Department is the sub division of human resource management department.I learned following concepts in CRM: How to Guide Customer ?Helping customer for Decision.Handling special kind of Customers.

Structure of marketing Department Department hierarchy:Manager marketing is directly involved with the deputy Director purchase and manager purchase as well, manager purchase work below the guidance of marketing manager. Manager purchase places the orders of products, for example house hold, textile, durable or food item etc. Department has Staff of 38 workers including managers.

Structure of marketing DepartmentMarketing operations: CSD perform following marketing operations: Planning and budgetingProcess of data collection Marketing performance measurementCommunicationBench marketing

Functions of Marketing DepartmentSegmentation strategy: Division of the market into different groups on the bases of their distinct characteristics For example income in case of CSD.Target marketing strategy: Designing a product while keeping in mind its potential customers. For example CSD has:Sale of uniformHigher purchase Business Cell

Functions of Marketing DepartmentPositioning: what customer perceive in his mind, about your product. Bases for positioning: The caring store. (logo)Quality products.Discounted rates.

Functions of Marketing DepartmentPricing strategy:Prices lower than market & from utility stores.Same prices, at each outlet, throughout the Pakistan.Reduction in prices on special occasions like Eid or Ramadan

Functions of Marketing DepartmentDistribution Strategy:CSD head quarter purchases most of the products for its outlets & deliver throughout Pakistan. Local purchased goods are distributed by the company e.g. milk, yogurt. Juices and frozen items etc

Functions of Marketing DepartmentPromotional Strategy:Brochures, lucky draws Adds in newspapers, magazines, radio and local TV etc. Promotion in collaboration with different private companies.Free service like Honda and Yamaha provide at CSD outlets.

Structure of sales department Department Hierarchy: Deputy director deals with all shop managers. Shop managers control the sales staff. Shops are divided into five zones. Each outlet has its own sales staff. About 12 employees are working in head office sale department & about 120 on different cities working as a sales officers.

Structure of sales departmentSales Operation: Like many other organizations CSD uses different sales operations to achieve the target sale. These operations include: Sales StrategySales targetsSales discountCustomer orientation

Functions of sales Department Sales methodology:Fast & efficient billing system. Large number of customers can be served in a short time.The computer generated bill has all the detail of product gram, quantity and price etc.

Functions of sales DepartmentTypes of selling techniques:CSD outlets are self service. Jewelry and certain other precious imported small goods a are soled personally.Private companies representatives.CSD mobile Van.

Functions of sales Department Sales return procedure:Return/ refund within seven days after purchasing.Refund or return only accepted along with the bill. Frozen items like ready to cook foods & ice-creams would not be refund once purchased.

Customer Services DepartmentProcess of developing relations with customers:We should focus on:Customers complaintsRight informationAccepting Mistakes

Customer Services DepartmentProcess of Retaining Customers:Keeping in Touch with Latest Technology Special Discount packagesRecognize customersAppearance of sales Representative

Customer Services DepartmentTechniques for attracting new customers: Banners & Brochures Advertising and promotion: Words of mouthPrivate companies For example special offer at selected places.

Customer Services DepartmentWays of handling difficult customers: Customers vary due to having different education, age, attitude, mood, gender, religion or the reason can be anyone. We can divide them into:Problem Creating customers Customers with angry moodSpecial kind of customers

Critical analysis CSD is a self service store, although CSD provide few services along the product. As services cannot be stored, so customers have to wait more than usual on special occasion like Eid & chand Raat etc.CSD lacks in few area of services as there is no representative to guide customers in the peak days of sales.

Critical analysisCSD long chain of managerial structure as I have studied it is mostly in case of government organizations.CSD is facing a lot of problems due to poor management. For exampleDiscipline Time management

Critical analysisPromotional activities are conducted by CSD itself and in collaboration of private companies as well.These are short term activities and an incentive is given to the customers. I observe two promotional activities, These were according to the rules of promotional activities studied in the theory of my course.

Critical analysisA bulk store is available to store the stock. Stock is stored and managed according to the standard developed by CSD. These are:Stock receiving Stock labeling Stock storingStock issuing

Critical analysis I have studied several concepts of IT during the course. I practically experience things like: system software bar codestorage of data in the systemgeneration of reports from the system.

SWOT Analysis of the CSD Strengths: Those internal qualities which give an organization competitive edge over other organizations.Competitive edge over competitors:secure, safe and well established area of cantt. building with three lush green lawns and wide parking area Ministry of defense supports CSD.

SWOT Analysis of the CSDStrengths

common points prevailing in competitors:high quality in products well furnished, air conditioned outlets. High Quality services

SWOT Analysis of the CSDStrengths Marketing related competitive edges over competitor:sales at discount rate from the market & utility store.CSD sells its own packaging of spices & groceries in its own outlets and save a lot of cost.Well known chain of stores, lower cost of advertising.

SWOT Analysis of the CSDWeakness: 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 is only allow to armed personals.

SWOT Analysis of the CSDOpportunities: 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.

SWOT Analysis of the CSDThreats: External factors that are harmful for achieving the objectives of the organization.CSD is facing threats from private stores.

Private stores are:offering competitive discount to all customers. focusing more on advertising and promotion. have reachable locations for local customers.

Conclusion CSD is the chain of stores throughout the country that works under ministry of defense.CSD has self service stores yet it provide few services and it is lacking in providing that service due to lower workforce.CSD is facing management problems like Discipline and time management.

ConclusionCSD 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.

ConclusionCSD has seven Departments, which are performing their functions efficiently, out of these marketing department is lacking in the area of advertising and promotionRole of IT department is distinct because of: Billing softwareFeeding of stock into the systemGeneration of sale reports on daily bases.

RecommendationsCSD should focus on the advertising and promotion. CSD should plane advertising and promotion activities well before time. Discount should be given to all customers rather than only to army personals.Should have enough workforce that can serve the customers according to their needs.

Thank you