Kamran Akram

mc090407460
MBA ( Marketing)
www.vustudents.net

Internship
Report
On CSD
(canteen store
Department)
www.vustudents.net

Overview of the CSD

Brief 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 CSD

CSD portfolio has:
mini marts
mobile vans
petrol pump shops
mini shops
higher purchase business cell
meat and vegetable shops

Overview of the CSD

Strategies 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 CSD

Main clients of CSD are:

Army personals & their families.
Personnel of civil Armed forces
Retired personnel and their families.
Civilians
Main competitors in Multan:
Prince shopping complex
happy home store

Organizational structure
Organizational hierarchy chart

Organizational structure
CSD 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 structure
Introduction 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 Accounting

Purchase and Marketing department

Department of Stock management and sales

Department of information Technology

Department of Human Resource Management

Plan internship program

Introduction 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 program

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

Training Program
IT Department
In IT department following tasks are
given to me.
Managing bar code
Preparation and printing of bar
code
Correction of bar code
Feeding of Stock
Record of daily Sale

Training Program
Inventory management
Department

There are three stores:

1. Bulk store: Received the products
from different companies.
2. Feeder store: In order to have an
instant reach to products a feeder
store is build along the main store
3. L.P (Local purchase) Store:
Receives goods that are purchased
from the local manufacturer.

Training Program
Sales Department
Sales 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 bags
Refund and Duplicate bill

Training Program
Marketing 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 Program
CRM 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
Department
Marketing

operations: CSD

perform following marketing

operations:
Planning and budgeting
Process of data collection
Marketing performance measurement
Communication
Bench marketing

Functions of Marketing
Department

Segmentation 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 uniform
Higher purchase Business Cell

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

Functions of Marketing
Department
Pricing 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
Department

Distribution 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
Department
Promotional 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
department

Sales Operation: Like many other

organizations CSD uses different

sales operations to achieve the target
sale. These operations include:
Sales Strategy
Sales targets
Sales discount
Customer 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
Department

Types 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
Department
Process of developing
relations with customers:
We should focus on:

Customers complaints
Right information
Accepting Mistakes

Customer Services
Department

Process of Retaining
Customers:

Keeping in Touch with Latest

Technology
Special Discount packages
Recognize customers
Appearance of sales Representative

Customer Services
Department

Techniques for attracting new

customers:

Banners & Brochures

Advertising and promotion:
Words of mouth
Private companies
For example special offer at selected
places.

Customer Services
Department

Ways 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 mood
Special 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 analysis
CSD 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 example
Discipline
Time management

Critical analysis
Promotional 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 analysis
A 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 storing
Stock issuing

Critical analysis
I have studied several concepts
of IT during the course.
I practically experience things like:
system software
bar code
storage of data in the system
generation 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 CSD

Strengths

common points prevailing in

competitors:

high quality in products

well furnished, air conditioned
outlets.
High Quality services

SWOT Analysis of the CSD

Strengths
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 CSD

Weakness: 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 CSD

Opportunities:

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 CSD

Threats: 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.

Conclusion

CSD 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.

Conclusion
CSD has seven Departments, which are
performing their functions efficiently, out
of these marketing department is lacking
in the area of advertising and promotion
Role of IT department is distinct because
of:
Billing software
Feeding of stock into the system
Generation of sale reports on daily bases.

Recommendations

CSD 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