Slide 1

Introduction of

The saga of Super Asia started in 1975 by Mr. Mian Mohammad Din, the founder of Super Asia. Major milestones of Super Asia Group.

The very First Washing Machines in the 1975Room Air Coolers in 1980Gas & Electric Water Heaters in 1985Water Dispensers in 1995Fans in 1998Motorcycles and Insulation & Packing Material units in 2003Microwave Ovens and Air Conditioners in 2004Automotive Parts in 2006Three-wheeler CNG auto-rickshaw in 2008Hardees International Burger Chain in 2009

Group CompaniesSuper Asia Group is categorized in following division.

Home Appliance DivisionAutomobiles DivisionInsulation Sheet DivisionFood Division

MissionOur foremost aim is to setup a business model with modern and latest technology products that are geared to encompass needs of our customers, while strictly adhering to the high quality standards.

Vision Our vision is to establish the character of Super Asia as a people-focused, market- driven company that is organized around its customers, associates and markets.

Hardee's is a restaurant chain, located mostly in the Southern and Midwestern regions of the United States It has evolved through several corporate ownerships since its establishment in 1960. It is currently owned and operated by CKE Restaurants.Super Asia has bought the franchise of Hardees in 2009 and recently few months back; they have opened two restaurants in Lahore.

COMPANYS FACTS:Product life cycle:

Hardees presently lie at the growth stage if we particularly talk about Pakistan whereas internally it lies at the maturity stage

Competitors:Locally: MC Donald'sInternationally: Burger KingTarget market:Socio class ALocation:MM.Alam RoadThokarAdvertisment:Billboardsmagazines

Products: BurgersIce creamFriesDrinksCoffeeshakes

Type of business:B2CSales trend:Earning 10 lakh per day. They are going in profit. They are earning 50-60 rupees on per product.

Certification (quality check):Strategies: Competitive strategy:There is no such competitive strategy which Hardees Pakistan has made yet and this is because they dont consider MC Donalds as their direct competitor

Pricing strategy:

They use premium and product line pricing for their product.

Supply Chain Stages:

Suppliers: Hardees have two types of suppliers local and international.

International suppliers:

National foods---- Saudi ArabAppco---- Saudi ArabHeinz---- EgyptNapco---- Saudi ArabLamb Wesley---- U.S.A

Local Suppliers:

Walls Coke NestleUnileverDawn

How to select suppliers?CKE is an international mother company for Hardees which select suppliers, which eventually become standard suppliers.

Manufacturer:

The suppliers and manufacturer of Hardees are the same because they are selected and appointed by CKE

Distributors:

International distributors Local distributors

Product Flow

RetailerSuppliers, manufacturers, distributorsInformation flowcustomers

Retailers:

There are two retail outlets or restaurants of Hardees in Pakistan: one is at MM.Alam road and the second is at Thokar.

Customers:

Socio class A

Objective of supply chain department of Hardees:

The main and the foremost objective of supply chain department of Hardees is to ensure availability and quality of products.

Cyclic view of HardeesThis is a cyclic view when customers order a burger. PULL PROCESS Customer order andManufacturing cycle (Customer order and manufacturing Cycle) ----------customer order arrives PUSH Procurement Cycle PROCESS (Procurement cycle)

visual view of the pull/push process Customer order cycle

Manufacturing cycle

Procurement cycle

Suppliers/ manufacturers meat/chicken/fries/cups/tissues/boxesSaudi Arab/ Egypt/ USA

Distributors frozen and dry containers

Sana industriesFrozen warehouseDry ware houseraiwind

HardeesProduction Process

How strategic fit is achieved in Hardees?Hardees pay a great importance to the needs and demand of the customers. And to fulfill them they do their possible effort. They store their product in advance in order to avoid dissatisfaction. They provide customers with variety of products to make them satisfy and loyal. Hardees work on both implied and actual demand of the products to ensure the availability of the product on time.

Predictable supply And demand

Predictable supply and uncertain demand Hardees lie over here where the supply is predictable but demand in unpredictableHighly uncertainSupply and demand

Implied Uncertainty spectrum

Hardees supply chain management play a great role in making Hardees more responsive and less efficient.

Hardees is never late in fulfilling the demand of the customer although they out source 90% of their products.

To avoid all the problems and dissatisfaction from their customers they store their products before.

3 months international

15 days local

7days retail

HighlyResponsiveSomewhatEfficientSomewhatResponsive

Highlyefficient

Hardees lie over hereBecause hardees have highResponsiveness responsiveness spectrum

Implied uncertainty spectrumResponsive supply chainEfficient supply chainCertain demandUncertain demandResponsiveness spectrum

Zone of Strategic FitHardees

Supply chain macro process in Hardees

Customer relation management: Hardees Pakistan has two customer relation managers for both the Hardees restaurants.

Internal supply chain management: Hardees have a very efficient internal supply chain management which greatly works on all the processes which involved in planning and fulfilling in the customer orders.

Supply chain management: Supply chain department of Hardees is very effective and efficient as they work very fast and accurately in order to fulfill the demand of customers. The main objective of supply chain management of Hardees is to insure the availability and quality of the product.

Drivers: Facilities:Frozen warehouse: which come under Sana industry Dry warehouse: which is situated at raiwind Local suppliers deliver their product when demanded because they all are perishable products so they dont need to be stored them for long High responsiveness

Inventory:

Hardees store their products in the following pattern3 months international15 days local7days retailThey work according to the safety inventory to avoid the customer dissatisfaction.

Transportation:

International distributors: international distributors use frozen containers of 40 and 20 feet for meat, chicken, fries and onion rings. They use two type of containers one is frozen and dry containers. The one which carry meat, chicken, fries and onion ring in the frozen container and the cups, other packaging material in the dry containers.

Local distributors Have there own transport through which they deliver the products. They usually use trucks to deliver their products to Hardees.

Information:

They have centralized and interconnected information system which help them to know what all franchisees are doing and also the demand of the customers.

The major softwares which they use are

Micros: this s US based software which help them to control and look the ordering and drive through orders.

AX: this is the internal software which Hardees use for their inner works.

Sourcing:

Hardees use both in house sourcing and out house sourcing90% out house sourcing10% in house sourcing

Pricing:They use premium and product line pricing for their product.

Conclusion:By studying the supply chain department of Hardees, we have concluded that Hardees is doing a very good job as per a new restaurant in Pakistan.

They have out source everything except perishable product which they have in source.

They give great importance to quality and availability of products. There pricing are fixed as per their dollar prices.

They have only have targeted socio class A of Pakistan.

Hardees is the only fast food restaurant in Pakistan who is earning 10 lakh per day and is going in profit.

Recommendations:There is only one recommendation which we would like to give that is

They should lower their prices, so that every one can purchase their meal.