PRODUCTION OPERATION

MANAGEMENT
ASSIGNMENT 2 - GULAHMED

SUBMITTED BY : TALHA AHMED KHAN (60267)

11/24/2019
Store Location
The store is located in the Clifton area on the main road where it is highly visible to the passers by,
which creates a high number of footfalls into the stores. Ideas is based at a high street location with the
advantage of a large parking space. This is one of the main reasons the company decided to locate the
store here so that it would be convenient for the customers, as parking is a major problem in the Clifton
area.

Store Design
Ideas have planned their store design and layout very carefully so as to leave a lasting impression on the
minds of customers. They have strategically planned it with a mix of elements to meet the needs of their
customers. The elements of store design are as follows:

Employee Type and Density

Ideas have employed staff to match its selling and image needs. It employs 20 people out of which 8 are
female, with the highest number of employees allocated in the women clothing floor. They are all
graduates,well trained, and are fluent in English. All the employees are trained for two months before
they begin working. Regular workshops are also organized for them in order to equip them with suitable
knowledge. They are groomed and well dressed sporting a beige uniform while catering to the needs of
the customers in a warm and courteous manner.

Retail Space Management

The store attracts shoppers by attractive posters on the glass panels, by keeping catalogues near the
sales counter as free giveaways, dressing up mannequins on the women's apparel section as well as the
ground level that also catches the eye of the by-passer. Right in front of the entrance, an illuminator
shows slides of models wearing Gul Ahmed Lawn, which is very appealing.

By the staircase, different products are laid out as to give the customer an idea of the product range that
is available downstairs (the kids' section).

Layout and Circulation Plan

The layout of the store is such that it allows the customer to walk around. The layout plan of the
basement and the ground level is in a race track format where the customer is led around the store. The
women's apparel section however has a free flow format, with cloth material laid out on the shelves and
two large shelves where packed suits are kept. Apart from that, there are three counters where sales
executives deal with the customers and lay out the material as required. On one side, slippers of a
limited variety and the bags collection is displayed. It is very convenient for the customer to browse
around the store.