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Principles of Marketing
Utility stores
Assignment # 2
Presented by:
MBA-I
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Principles of Marketing
Introduction:
Utility stores are the stores in which consumer goods are available at cheaper rates. These
stores are developed and maintained by the government.
In almost all the societies, there is a general tendency to acquire more and more wealth
by all means. Similar situation was also being faced by Pakistan where majority of the
private traders were applying tactics like creation of artificial shortages of essential items
of consumption, black-marketing, charging high prices etc. The public had become
hostages in the hands of the unscrupulous traders and had no option but to buy from them
at what ever prices they demanded. In order to tide over this situation, and to provide
economic relief to the public, the Federal Government established Utility Stores
Corporation (USC) in July 1971 and placed it under the control of Ministry of Industries,
Production & Special Initiatives. The USC started its operations by taking over 20 stores
from the staff Welfare Organization, of the Establishment Division and gradually started
increasing its numbers. To exercise better command and control, the USC established
Regional Offices in different big cities to cater to the requirements of these additional
stores in an organized and economical manner. Some Government and private
departments also invited USC to open its stores for their employees for which they
provided rent-free store accommodation. The USC also opened a large number of stores
in different cities and towns by acquiring shops on rent at market rates.
Purpose :
The USC is committed to provide clean, graded, hygienically fit, unadulterated genuine
food and non-food items to the public and especially to the poorer segments of the
society, at comparatively cheaper rates than the market and to offer them a pleasant
environment of mutual confidence while making their purchases. It is also committed
towards its obligation to provide economic relief to the public by playing its role as a
price moderator and deterrent to profiteering, hoarding and black-marketing
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Objectives:
The basic objective of the USC is to provide essential and other items of daily use to the
public, specially the poorer segments of the society, at prices comparatively lower than
the market. It is, therefore, required to act as a price moderator and deterrent to
profiteering, hoarding and black marketing, thereby to provide economic relief to the
public.
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Major Items
The USC is presently retailing over 2500 food & non food items of daily consumption.
Major items being sold by the USC are given below. On an average, a customer when
purchases kitchen and other items from the Utility Stores makes a saving of 8% to 10%
as compared with the purchases of identical items from a private retailer. The items sold
at Utility Stores are hygienically fit, unadulterated, genuine, clean, graded, of correct
weight and are cheaper than the marke
Prices of Major Items as On 18-08-2007
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1. Agha’s
2. Imtiaz1
3. Imtiaz2
4. Naheed
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5. Shahid Iqbal
6. D-mart
7. Forum
8. Park towers
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Principles of Marketing
are available at lower prices on such stores and people buy their items for such stores.
But in such stores there are lots of people and they have to face long queues.
Conclusion:
The utility stores are providing a good service to poor people. By providing the consumer
goods at cheaper rates government is trying to eliminate the poverty from the country.
However it is not that easy to eliminate the poverty completely but providing such
incentives government can insure that some steps are being taken for the poor people and
they are also given some incentives. But there are lots of people in the utility stores
and there are long queue in such stores and people have to wait for too long even
in hours for their turn and it is kind of hectic for them. And also such stores do
not have facilities like air conditioners, cooperative staff, variety of goods .
And these stores provide limited of goods. Because of these reasons or problems
utility stores are not that successful but they are not even unsuccessful and also
government is trying to expand the number of the utility stores and trying to
make them successful.