CASE STUDY: SUCCESS STORY OF IMTIAZ SUPER MARKET

Abstract

This case study is an endeavor to understand the operations of a retail chain store Imtiaz Super Market (ISM) in Pakistan’s scenario. It helps to identify the variables which supports an organization to build a sustainable competitive advantage in the retail industry in Pakistan.  This will also guide entrepreneurs in setting up their business goals in the same industry. Data was collected using structured indirect and structured direct questions from staff and management of Imtiaz Super Market. Since the case study was based in Karachi, six branches were included for data collection. Different branches were selected on the basis of different areas of Karachi. To inculcate customer view points in the case study, survey was conducted from 351 Karachiites and ten customers from each branch (mentioned above) were also interviewed. It was found that they have been a loyal customer of brand for more than three years due to the prices, availability of the product range and the quality that the brand is providing. Moreover, observation in each branch was also made to check out required aspects of customer buying behavior. It was observed that customers were not much bothered about the shelving of the products, but they feel exhausted due to the traffic at the cash counters and parking issues.