Research on chase up

1. BRIEF INTRODUCTION OF CHASE UP
Chase Up was founded in 1984 as a family owned business initially selling quality
readymade garment at affordable prices. The company was considered as
pioneers of introducing the concept of modern dept store retailing in Karachi.
Chase Up has always focused on maximizing customer convenience; by providing
a wide range of quality goods and services under one roof at the prices that
majority of customers can afford to pay.
Since then the business has continued to grow and the business model has
evolved during the years up to the point where the company now falls under the
category of quality discounting in the retail sector.
Presently, the company is operating 5 stores in Karachi, selling a wide variety of
clothing, footwear, Groceries, house wares, ladies fabrics and health and beauty
products to name a few.
Chase Up plans to open more stores in Karachi and throughout the country in
order to touch more and more customers every day with its even expanding range
of quality foods at highly affordable prices.
Chase Up Shopping City is a family owned department store business in Karachi,
Pakistan operating since 1984. Its core product line consists of garments for men and
women of all age groups, footwear, health & beauty products, grocery, loose fabric for
ladies, kitchenware and house ware products and undergarments for men and women.
The grocery section is the latest addition to the different departments, available only in
two branches, Shaheed-e-Milat Road and Clifton. Currently chase up is operating 4
outlets in Karachi, the business hub of Pakistan. Chase up falls into the category of
Hypermarket/Quality discounting in retail sector. The size of stores range between 6,000
to 20,000 sq. ft. and the product line varies from store to store depending on its size. The
foremost motto of Chase Up is the quality of the products. Being in the business for
decades, they are capable of providing our customers with excellent quality
products.Chase Up Shopping City is a family owned department store business in
Karachi, Pakistan operating since 1984. Its core product line consists of garments for men
and women of all age groups, footwear, health & beauty products, grocery, loose fabric
for ladies, kitchenware and house ware products and undergarments for men and women.
The grocery section is the latest addition to the different departments, available only in
two branches, Shaheed-e-Milat Road and Clifton. Currently chase up is operating 4
outlets in Karachi, the business hub of Pakistan. Chase up falls into the category of
Hypermarket/Quality discounting in retail sector. The size of stores range between 6,000
to 20,000 sq. ft. and the product line varies from store to store depending on its size. The
foremost motto of Chase Up is the quality of the products. Being in the business for
decades, they are capable of providing our customers with excellent quality
products.Chase Up Shopping City is a family owned department store business in
Karachi, Pakistan operating since 1984. Its core product line consists of garments for men
and women of all age groups, footwear, health & beauty products, grocery, loose fabric
for ladies, kitchenware and house ware products and undergarments for men and women.

2. The grocery section is the latest addition to the different departments, available only in
two branches, Shaheed-e-Milat Road and Clifton. Currently chase up is operating 4
outlets in Karachi, the business hub of Pakistan. Chase up falls into the category of
Hypermarket/Quality discounting in retail sector. The size of stores range between 6,000
to 20,000 sq. ft. and the product line varies from store to store depending on its size. The
foremost motto of Chase Up is the quality of the products. Being in the business for
decades, they are capable of providing our customers with excellent quality
products.Chase Up Shopping City is a family owned department store business in
Karachi, Pakistan operating since 1984. Its core product line consists of garments for men
and women of all age groups, footwear, health & beauty products, grocery, loose fabric
for ladies, kitchenware and house ware products and undergarments for men and women.
The grocery section is the latest addition to the different departments, available only in
two branches, Shaheed-e-Milat Road and Clifton. Currently chase up is operating 4
outlets in Karachi, the business hub of Pakistan. Chase up falls into the category of
Hypermarket/Quality discounting in retail sector. The size of stores range between 6,000
to 20,000 sq. ft. and the product line varies from store to store depending on its size. The
foremost motto of Chase Up is the quality of the products. Being in the business for
decades, they are capable of providing our customers with excellent quality products.
Short Description
Chase Up Shopping City, it is cheaper store in town where you can buy the stuff in
wholesale prices
INTRODUCTION OF CHASE UP MULTAN
Chase up has started its operations in 20 June, 2014 in Multan.
 Its core product line consists of garments for men and women of all age
groups, footwear, health & beauty products, grocery, fabric for ladies,
kitchenware and house ware products and undergarments for men and
women.
 Chase Up has always focused on maximizing customer convenience;
 Chase Up plans to open more stores in Multan and throughout the country
in order to touch more and more customers .
ORGANIZATION PROFILE
Organization name: Chase up Year of establishment: 20 June, 2014 Founder
name: M.Bashir Director names: M.Bashir, Salman Bashir, Jawad Bashir
Contact no: 061-6223105-06 Email address: Multan@chaseup.com.pk
Location: Pace and Pace shopping Mall, Chongi #6 main Boson Road,
Multan
SCOPE OF ORGANIZATION
Chase up order goods in foreign and a few local companies are actively
engaged in chain stores in the country.

3. • Chase up economic growth, leading supermarket chains – that mainly
consider to middle and upper income classes.
• Customers can even remove the items from website that were selected
earlier before they place the final order.
CHASE UP VISION
Our vision is to lead and become the pioneer of retail business in Pakistan
and also provide their customers good quality products with low price. We
aim to do this by continuous innovation and improvement in the quality of
the product we carry, our business systems and process. We also strive to
contribute positively in the economic development of our country by
providing value through the concept of SOURCE TO STORE. Finally in
doing so we aim to continuously identify, and develop our human resources
to the highest possible level because we believe that “business is all about
people”.
MISSION STATEMENT OF CHASE UP
Our mission is to continuously develop and enrich the lives of our customers
by providing them One-Stop shopping solutions on a daily basis. The core
vision is to provide and enhance value for money in each and every product
we carry. OUR
GOALS Our
company goal is to provide good quality of products at affordable price and
offer all of its products at wholesale price with full comfort for its
customers. And also provide highly cooperative and friendly environment to
their customers.
ORGANIZATION PHILOSOPHY
It is critical to our long-term success and growth that our businesses are
managed by highly capable leaders with the low price and skillful staff • To
achieve this objective, we have designed our compensation programs to
retain and motivate a large group of people. Our programs are highly
competitive in the marketplace.
ORGANIZATION PRODUCT LINE
.Grocery
• Cosmetics

4. • Crockery
• Shoes
• Garments
• Jewelry
• Watches
• Fabric
• Leather product
ENTERPRENURE SUCESS STORY
We start our business at very low level lady garments but now our business
expands at large level.
• Our success story base on that strategy customers pay high price on their
purchases but we provide low price with high quality which attract the
customers and earn large profit.
• Chase up selling quality readymade garment at affordable prices.
OPPERTUNITY RECOGNITION
The opportunity for our organization is that to open the new branches of
chase up and capture more market area and also increase the profit of our
company.
• Chase up also creates the opportunity for citizens.
• Chase up is hiring people who have previous experience of working in
super market or departmental store. This is a great opportunities for the
citizens of Multan to work in a fastest growing business.
MARKETING CHALLENGES
There are many challenges facing Chase up just like any other business.
• How to keep cost low
• How to ensure there is enough parking lot
• How to bring quality tenants and customers
• How to attract talented people to join their organizations
• How to increase sales of our Products
• How to replicate the same business model in other cities of Pakistan
SOCIAL AND POLITICAL OR OTHER
ISSUES/TRENDS

5. With the passage of time our society change because of new innovations
(fashion trend change) in the market so it is difficult to meet the every
customer expectation therefore, our company more focus on quality
maintain strategy.
• In social trends chase up believe that the market position that we wish to
achieve can only be achieved through integrity hard work and sincere
dedication of our employees, vendors at all levels.
ENTREPRENEURIAL STRAYEGY
Different strategies are used by the chase up:
•Pricing Strategy
•Quality maintained strategy
•Variety of products introduced
•Return Policy
MARKETING OR MANAGEMENT STYLE
Marketing of our company through cable T.V, F.M, Bill boards. The
company uses the differentiation strategy or price leadership.
• Growth strategy also uses by chase up, in which company provide variety
of products to their customer’s e.g. grocery products also available in this
store.
• Chase up use the democratic management style, in which all employees of
chase up are participate in decision making not only managers take decisions
BUSINESS PLANS
Chase up business plan provides good quality products with low price for
gaining the competitive edge in the market.
•. Our organization planning is to open new branches of chase up in Multan,
Lahore, and Faisalabad. Within 6 month new branch opened in Multan. •Our
business planning is to open the new branch after 1 year in different cities of
Pakistan. SUCCESS TIME STORY /
SUCCESS LESSONS
Success story of chase up provide goods to customers at right time in low
price with high quality.
• Chase up purchase goods at bulk quantity which give benefit because pay
low price.
MANAGEMENT PLANNING
PLANNING: While making plans the management of CHASE UP has been
cognizant of their missions, goals, strategies, policies

6. OBJECTIVE IN PLANNING
Provision of Quality of products at low price
•Provision of courteous and helpful services to the customers
•Offering opportunities to growth, advancement and rewarding careers in a
fun safe working environment.
•Working for profit maximization.
•Working for the economic growth
ORGANIZING
As CHASE UP is a national company, it has to focus more on organizing.
• At CHASE UP, management organizes all its resources in order to
implement the course of action it determines in the planning process.
• Through the process of getting organized, the management determines the
internal organizational structure; establishes and maintains relationships and
allocates necessary resources.
LEADING
Our outlet managers act as leaders.
• Outlet managers are highly motivated and their job is to direct and
influence their sub-ordinates.
• Sub-ordinates report to him directly and he is responsible for solving
employees' issues.
• Sub-ordinates report to him directly and he is responsible for solving
employees' issues.
• He also develops good relations with his co-workers and wins their trust to
create a productive environment which ensures fulfillment of organizational
objectives.
CONTROLLING
Through the controlling function the company ensures that the activities that
are being undertaken within an organization are going according to the pre-
conceived plans.
• Therefore, it is the duty of the managers to have an understanding and a
working knowledge of the fundamentals of the controlling function.
RESOURCE MANAGEMENT
Made staff separation, resignation & termination cases and turnover ratio.
•Made Job Description of the employee’s position with the help of
department head.
•Maintained attendance records & employees data via ERP system.
•Made Employees Cards, Issuing Employee ID’s & updating Employees

7. Records of All Branch.
•Updated leave database, loan database, medical reimbursement and
maintained leave applications in ERP system.
•Prepare maintain and update company / department wise Organ gram
•Facilitate new employee in joining & orientation. .
COMPETITORS ANALYSIS
Our competitors are those who can affect our business.
•Comparative Advantages:
• Low pricing strategy is a competitive advantage for chase up. Chase up
provides good quality products in cheapest rates. Nature of Competition: We
have more competitive management and employees. Our employees are very
competent, skilled and highly experienced.
RESEARCH AND DEVELOPMENT
There is no reach and development department of chase Up. We outsource
the consultant to conduct research. Recently we conducted a research from
which we came to know that there is high demand of our shopping mall.
PRICING STRATEGIES
A business can use a variety of pricing strategies when selling a product or service. The
price can be set to maximize profitability for each unit sold or from the market overall. It
can be used to defend an existing market from new entrants, to increase market share
within a market or to enter a new market. Businesses may benefit from lowering or
raising prices, depending on the needs and behaviors of customers and clients in the
particular market. Finding the right pricing strategy is an important element in running a
successful business
Models of pricing
Absorption pricing
Method of pricing in which all costs are recovered.The price of the product includes the
variable cost of each item plus a proportionate amount of the fixed costs.
Contribution margin-based pricing
Contribution margin-based pricing maximizes the profit derived from an individual
product, based on the difference between the product's price and variable costs (the
product's contribution margin per unit), and on one’s assumptions regarding the
relationship between the product’s price and the number of units that can be sold at that
price. The product's contribution to total firm profit (i.e. to operating income) is
maximized when a price is chosen that maximizes the following: (contribution margin
per unit) X (number of units sold).
In cost-plus pricing, a company first determines its break-even price for the product. This
is done by calculating all the costs involved in the production such as raw materials used

8. in it transportation etc., marketing and distribution of the product. Then a markup is set
for each unit, based on the profit the company needs to make, its sales objectives and the
price it believes customers will pay. For example, if the company needs a 15 percent
profit margin and the break-even price is $2.59, the price will be set at $2.98 ($2.59 x
1.15).
Creaming or skimming
In most skimming, goods are sold at higher prices so that fewer sales are needed to break
even. Selling a product at a high price, sacrificing high sales to gain a high profit is
therefore "skimming" the market. Skimming is usually employed to reimburse the cost of
investment of the original research into the product: commonly used in electronic markets
when a new range, such as DVD players, are firstly dispatched into the market at a high
price. This strategy is often used to target "early adopters" of a product or service. Early
adopters generally have a relatively lower price-sensitivity - this can be attributed to:
their need for the product outweighing their need to economise; a greater understanding
of the product's value; or simply having a higher disposable income.
This strategy is employed only for a limited duration to recover most of the investment
made to build the product. To gain further market share, a seller must use other pricing
tactics such as economy or penetration. This method can have some setbacks as it could
leave the product at a high price against the competition.
Decoy pricing
Method of pricing where the seller offers at least three products, and where two of them
have a similar or equal price. The two products with the similar prices should be the most
expensive ones, and one of the two should be less attractive than the other. This strategy
will make people compare the options with similar prices, and as a result sales of the
more attractive high-priced item will increase.
High-low pricing
Methods of services offered by the organization are regularly priced higher than
competitors, but through promotions, advertisements, and or coupons, lower prices are
offered on key items. The lower promotional prices are designed to bring customers to
the organization where the customer is offered the promotional product as well as the
regular higher priced products.
Loss leader
A loss leader or leader is a product sold at a low price (i.e. at cost or below cost) to
stimulate other profitable sales. This would help the companies to expand its market
share as a whole.
Marginal-cost pricing
In business, the practice of setting the price of a product to equal the extra cost of
producing an extra unit of output. By this policy, a producer charges, for each product
unit sold, only the addition to total cost resulting from materials and direct labor.
Businesses often set prices close to marginal cost during periods of poor sales. If, for
example, an item has a marginal cost of $1.00 and a normal selling price is $2.00, the
firm selling the item might wish to lower the price to $1.10 if demand has waned. The

9. business would choose this approach because the incremental profit of 10 cents from the
transaction is better than no sale at all.
Market-oriented pricing
Setting a price based upon analysis and research compiled from the target market. This
means that marketers will set prices depending on the results from the research. For
instance if the competitors are pricing their products at a lower price, then it's up to them
to either price their goods at an above price or below, depending on what the company
wants to achieve.
Odd pricing
In this type of pricing, the seller tends to fix a price whose last digits are just below a
round number (also called just-below pricing). This is done so as to give the
buyers/consumers no gap for bargaining as the prices seem to be less and yet in an actual
sense are too high, and takes advantage of human psychology. A good example of this
can be noticed in most supermarkets where instead of pricing at £10, it would be written
as £9.99.
Pay what you want
Pay what you want is a pricing system where buyers pay any desired amount for a given
commodity, sometimes including zero. In some cases, a minimum (floor) price may be
set, and/or a suggested price may be indicated as guidance for the buyer. The buyer can
also select an amount higher than the standard price for the commodity.
Giving buyers the freedom to pay what they want may seem to not make much sense for
a seller, but in some situations it can be very successful. While most uses of pay what you
want have been at the margins of the economy, or for special promotions, there are
emerging efforts to expand its utility to broader and more regular use.
Penetration pricing
Penetration pricing includes setting the price low with the goals of attracting customers
and gaining market share. The price will be raised later once this market share is gained.
Predatory pricing
Predatory pricing, also known as aggressive pricing (also known as "undercutting"),
intended to drive out competitors from a market. It is illegal in some countries.
Premium decoy pricing
Method of pricing where an organization artificially sets one product price high, in order
to boost sales of a lower priced product.
Premium pricing
Premium pricing is the practice of keeping the price of a product or service artificially
high in order to encourage favorable perceptions among buyers, based solely on the price.
The practice is intended to exploit the (not necessarily justifiable) tendency for buyers to
assume that expensive items enjoy an exceptional reputation, are more reliable or

10. desirable, or represent exceptional quality and distinction.
Price discrimination
Price discrimination is the practice of setting a different price for the same product in
different segments to the market. For example, this can be for different classes, such as
ages, or for different opening times.
Price leadership
An observation made of oligopolistic business behavior in which one company, usually
the dominant competitor among several, leads the way in determining prices, the others
soon following. The context is a state of limited competition, in which a market is shared
by a small number of producers or sellers.
Psychological pricing
Pricing designed to have a positive psychological impact. For example, selling a product
at $3.95 or $3.99, rather than $4.00. There are certain price points where people are
willing to buy a product. If the price of a product is $100 and the company prices it as
$99, then it is called psychological pricing. In most of the consumers mind $99 is
psychologically ‘less’ than $100. A minor distinction in pricing can make a big difference
in sales. The company that succeeds in finding psychological price points can improve
sales and maximize revenue.
Target pricing business
Pricing method whereby the selling price of a product is calculated to produce a
particular rate of return on investment for a specific volume of production. The target
pricing method is used most often by public utilities, like electric and gas companies, and
companies whose capital investment is high, like automobile manufacturers.
Target pricing is not useful for companies whose capital investment is low because,
according to this formula, the selling price will be understated. Also the target pricing
method is not keyed to the demand for the product, and if the entire volume is not sold, a
company might sustain an overall budgetary loss on the product.
Time-based pricing
A flexible pricing mechanism made possible by advances in information technology, and
employed mostly by Internet-based companies. By responding to market fluctuations or
large amounts of data gathered from customers - ranging from where they live to what
they buy to how much they have spent on past purchases - dynamic pricing allows online
companies to adjust the prices of identical goods to correspond to a customer’s
willingness to pay. The airline industry is often cited as a dynamic pricing success story.
In fact, it employs the technique so artfully that most of the passengers on any given
airplane have paid different ticket prices for the same flight.
Value-based pricing
Pricing a product based on the value the product has for the customer and not on its costs
of production or any other factor. This pricing strategy is frequently used where the value
to the customer is many times the cost of producing the item or service. For instance, the
cost of producing a software CD is about the same independent of the software on it, but

11. the prices vary with the perceived value the customers are expected to have. The
perceived value will depend on the alternatives open to the customer. In business these
alternatives are using competitors software, using a manual work around, or not doing an
activity. In order to employ value-based pricing you have to know your customer's
business, his business costs, and his perceived alternatives.It is also known as Perceived-
value pricing.
SWOT ANALYSIS
S (Strengths) W (Weaknesses) O (Opportunities) T (Threats)
1. Good infrastructure Lack of support from government. Faster market
growth than before. Changes in government policies
2. Flexible and responsive to sales Only one branch in city Multan Local
events New competitors
3. Security Absence of Electric equipment. Provide a bonus Changing
market taste
4. Provide discount card - Provide discount cards Social trend
5. Available all sorts of goods - Variety of product
PEST ANALYSIS
P (Political) E (Economical) S (Socio-cultural) T (Technological)
1. Political ideologies Economic condition Obeys and fulfil social and
cultural norms and value Fails to access the newest technology
2. Government term and change Economic system - Sufficient level of
technology
3. Wars and conflicts Price fluctuation - Good internet infrastructure
4. Environmental issues Globalization - -