The document summarizes information about Doce Bakers, a food retail chain in Lahore, Pakistan. It discusses Doce's vision, product lines, suppliers, competitors, production facilities, supply chain management, market factors, barriers to entry, and strengths and weaknesses. Doce opened its first branch in 2011 and now has over 25 branches, selling over 500 products including sweets, bakery items, and pizza. Its production plant manufactures items for its retail outlets.

1. University of South Asia Lahore
RETAIL MANAGEMENT

2. Introduction:
Doce bakers is a food and grocery retail store chain in
Lahore Pakistan with more than 25 branches currently
operational
First branch opened on 3 July 2011 iqbal town Lahore.
It has its own production facility at kotlakhpat industrial
area approximate 125 workers at factory for production
DOCE have a wide range of products from milk to water,
baked desserts, Special Pakistani Mithai with several
Variations, live Fresh Pizza from their Professional Chefs
and breakfast pastries and they also have products from
other brands as well at their outlets.

3. VISION & MISSION
“Doce believes on the fact we are what We eat.
Our vision is to make Doce is a brand, a brand
recognizable for its uniqueness and quality in
ethnic food market all”
“Our mission is to offer wholesome organic
food products, promote healthy and sustainable
alternative lifestyle choices those others
haven’t even dreamt of. It’s our commitment to
deliver you premium quality”

4. First branch was opened in July 2011
Current numbers of branches are 25 in the
Lahore. By December 2012 number of
branches will be 45-50. Doce bakers
branches are every major market in the
Lahore.
Branches
Product line:
Total 500 products are retail on DOCE.
oSweets
oBakery products
oPizza

5. Supplier:
Doce get the raw material for their
sweets and bakery products from
different supplier, the top supplier are
•Sunny floor
•Ok floor
•Al Rehmat
almond & dry fruits get from Shahalmi Lahore.
Competitors:
•Gourmet
•SHEZAN
•Cakes and bakes
•Butt sweets
•NIRALA sweets

6. Production plant:
Dose foods have their own production
facility at Quaid –e-Azam industrial estate
kot lakhpat Lahore . where they are
manufacturer the sweets & bakery
products as their need on retail outlets.
they manufacture 500 products in their
own production plant.

7. Supply chain management
Doce have a proper supply chain
management system, all the products
are manufacture on a single place then
they distribute round the city on every
branch by the small and medium trucks.
Trucks deliver the products 2 time in a
day , and in the case of big order special
truck sent of require product.
Bakery, milk and other fresh products
are distributed on daily bases.

8. Market Factors

9. Size:
Market size of DOCE foods is
dependent on the population of the
Lahore, which is increasing
continually due to the migration of
peoples from other cities of Pakistan,
the middle, upper & lower middle
class is the target customers of
DOCE, and the number of customers
increasing due to the brand
awareness. So these are the all
factors that increase the market size.

10. Growth:
Growth rate of DOCE increase day by
day as the number of branches
increase in the city, total 25 plus
branches are working on different
location of Lahore on the end of year
the number of branches will be 40-45.

11. Seasonality:
The season of bakery & routine life
edible products are throughout the
year, but demand of sweets increase
in the EID occasion & wedding
season.

12. Business cycle:
Due to the recession & poor economic
condition the buying power of
customer decrease that why there are
ups & down in the business cycle.

13. Competitive Factors

14. Barriers to entry:
Before the launching DOCE the
competitors GOURMET & SHEZN have
the loyal customers so it’s tough for
the DOCE to make their place in
market and get market shares. DOCE
need some unique products to
compete with competitors .better taste
and differentiate products may help
DOCE to achieve their goals.

15. Bargaining power of vendor:
For the raw material there are several
options for DOCE to purchase from
different supplier because the raw
material Easley available in the local
Pakistani market so bargaining power
of vender will be low ,and price can be
negotiable.

16. Competitive rivalry:
DOCE have many competitors
which are selling almost same
products, some are direct
competitors & some indirect
competitors. Due to this
competition the result will be low
prices and low profit margin.

17. Environmental factors

18. Technology:
Due to the innovation in technology DOCE
can improve their MIS system and make the
operation more efficient and effective. DOCE
have also opportunity for multi channels
retailing .they can sell their products on
internet/website or by phone calls use catalos
& broachers.
Economic:
Economic condition of Pakistan is very bad in
these days due to inflation & energy crises
the production cost increase and buying
power of customer decrease. So that why
economic condition not in the favour of
DOCE.

19. Regulatory:
The government of Pakistan has some rules
& regulation. There are some Quality
standards fix by the government and
monitor them. But due to bad law and order
situation these rules are not followed
strictly.
Social:
Every place have their own traditions,
culture, and their own taste , so that why
DOCE produce that products which people
of Lahore like and give preference

20. Analysis of
strengths and weaknesses

21. Management capabilities:
Doce have the most professional
management team and all workers &
employee trained and worked in well
established firm before joining the Doce.
Financial resources:
Financially Doce have the strong
background so there is no lack of resources
for Doce.

22. Locations:
All the branches of Doce are on good
location where people have no hassle of
narrow roads, traffic jam, parking issues.
Operations:
To perform the different operation an
operation manger handles all the work of
that particular task.

23. Merchandise management:
To manage whole retail activities a
branch manager is responsible for all the
work related to that particular branch.
Customer loyalty:
Doce is new brand in Lahore market the
other brands have their own strong
brand image and loyal customer so its
tough for Doce to make their loyal
customers.