saeed speacial on mitchells fruit farm ltd
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5
Department of Business Administration
GCU Faisalabad
Mitchell’s fruit farms limited
Group Members
M. Junaid Afzal
M. Saeed Anjum
Raheel Anjum
Noman Ahmed
M. zakria
Department of Business Administration
GCU Faisalabad
Presented by
Presented to:
Mr. Usman Zafar
Lecturer MBA
Specialization: Management
MBA420-Principles Of Management
Department of Business Administration
GCU Faisalabad
Contents
Our group talk consists of the following section
1. History and Introduction
2. Organization structure and standing
3. Import export
4. Achievements
5. SWOT analysis
6. Financial statement and profitability margin
7. Future plans of the company
8. Concluding remarks
Department of Business Administration
GCU Faisalabad
History: Francis J. Mitchell arrived in Bombay from Scotland at
the end of World War I. He had been invited by his brother who was already established in North Western India as contractor to the government for construction of the railway network. At that time, an opportunity came to his way in the form of the emerging irrigation system being laid out in the canal colony districts of West Punjab. He was successful in obtaining the lease of 720 acres of agricultural land in the Montgomery (Later Sahiwal but now it is in Okara District premises) district. He initiated the business of growing grapes for eventual sale as dried raisins and sent his younger son Richard to Australia for training at Mildura which was well known as a center of specialization in the field of horticulture.The Company, with Francis Mitchell as its Governing Director and his two sons Leonard and Richard as Directors, was incorporated in 1933 and given the name Indian Mildura Fruit Farms Ltd
Department of Business Administration
GCU Faisalabad
Introduction
Established in 1933 by Francis.J.Mitchel
The most recognizable breakfast and daily routine product of
household
Increased productivity but maintained quality
Largest company of Pakistan and is leading all other markets
brands
Department of Business Administration
GCU Faisalabad
Location
The production facilities and factory offices are situated in the
Renala khurd near district Okara. This place is about 115
kilometers far from the head office of the company in Lahore.
This factory is lying in the vast area of about 10 acres. The
farms of MITCHELL’S Fruit Farms Limited are also occur
between Renala khurd and Okara. The distance between
Renala and Okara district is round about 13 km. The farms of
the company lying on the area of 450 acres.
Department of Business Administration
GCU Faisalabad
Mission and Vision
Vision “To be competitive in the growing market as the quality managed
company”
Mission To be a leader in the market we serve by providing quality products to
our consumers while learning from their feedback to set even higher
standards.
To be a company that continuously enhances its superior technological
skills to remain internationally competitive in this day and age of
increasing challenges.
To be a company which optimally combines its people, technology,
management systems, and market opportunities to achieve profitable
growth while providing fair return to its shareholders.
Department of Business Administration
GCU Faisalabad
Offices
Organization structure and standing
Department of Business Administration
GCU Faisalabad
Board of directors
Advisor
Chairman
MD/CEO
ES AM CFO MM SCM
Financial structure
Factory structure
FUNCTION
Drawing up the plans for the production daily
basis
Recording of raw and paking material
Operating a proper reporting system
Dispatch the goods
Ensuring the proper maintains & care of company
vehicles.
Company Values
Innovation
Quality
Health
Department of Business Administration
GCU Faisalabad
Supply chain manager
Supply Chain Manager Selection and continuous assessment of the
supplier
Preparation and approval of documents being
used in supply chain section.
To look after the all activities of supply chain
section
To handle all imports
FUNCTION OF AM (SC):
To procure services, raw &packing material spare parts of high
quality.
Forecast and plan for purchase of material with minimal blockage
of company funds.
To lodge claims with insurance companies for the loss of materials
The explore and develop new source of supply for economy
Verification of receipt of material
Verification of clearing of bills
Approval and issuance of all documents being used in the supply
chain.
Approval of purchase requisitions
Local Supplier of Mitchell’s
PACKAGES PVT LTD
PRINTECH
GLASS INDUSTRY
FLAVORS MAKER COMPANIES
Department of Business Administration
GCU Faisalabad
Growth and Development
Best growing and processing
facilities in one location
Have vast and modern
machinery
The first food company of
Pakistan to win ISO 9001 award
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GCU Faisalabad
Institutional Clients
Pakistan International Airlines
Five Star Hotels (Pearl Continental, Awari etc)
Gymkhana Club
Department of Business Administration
GCU Faisalabad
Kinds of jobs and personality
dimensions
Marketing department:
Marketing department of Mitchell's through some little variants.
Marketing and sales department, extrovert people are required.
Finance department:
Practically they need 50% relation between these dimensions and job
position in the organization.
Personnel and administrative department
The head of personnel department is personnel manager.
Department of Business Administration
GCU Faisalabad
Motivation Theory
Creativity and job performance
This relation is very strong because they have to seek new ideas and
innovative.
Self monitoring and job performance
The behavior of people is different in different situations so as to make a
match between the personality and the situation.
Self efficacy and job performance
The person who is high in self-efficacy is more confident.
Risk taking, self esteem and job performance
They are highly self centered.
They are more satisfied with their jobs.
Department of Business Administration
GCU Faisalabad
Foreign Licence
Given proprietary rights by L. Rose and Company Ltd. of
England in 1946 because of its dedication to quality and
technical expertise.
Only Pakistani manufacturer and distributor of Lime Juice
Cordial and Lime Marmalade in Pakistan and Afghanistan.
Department of Business Administration
GCU Faisalabad
Major Import of Mitchell’s
Following are the major countries from where Mitchell’simports the material for the production of quality products.
1. Malaysia2. Singapore3. Indonesia4. England5. Philippine6. China7. Germany
Department of Business Administration
GCU Faisalabad
Major exporting countries
Canada
Saudi Arabia
Afghanistan
Gulf States
UAE
Hong Kong
Singapore
USA and UK
Department of Business Administration
GCU Faisalabad
Major Import Items
COCOA BUTTER
COCOA POWDER
HPK OIL (HYDROGENATED PALM KERNELS)
METAL CAPS
TINS
PLANT AND MACHINERY
PINEAPPLE CONCENTRATE
LEMON CONCENTRATE
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GCU Faisalabad
Corporate Culture
The success of Mitchell's brands of the corporate
emphasis.
The R and D section prepares new recipes and
formulations.
QC section ensures selection of the finest fruits and error
free processing and packaging.
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GCU Faisalabad
Contributions
Cultural contributions
Contribution of family
Social contributions
Situation contribution
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GCU Faisalabad
Communication Within the Company
Normally, the E-mail is used for the communication within the company. Mitchell’s has its own Email-based website.
The hard copies of these mails are filed for the future references.
Other modes of communication are telephone, courier service and fax.
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GCU Faisalabad
Mitchell’s Achievements
INTERNATIONALLY WIN CONSUMER’S CONFIDENCE
AUTOMATION OF TOFFEE-MAKING PROCESS
MOLDED-LINE CHOCOLATES PLANT
ISO 9001 ACCREDITATION
Department of Business Administration
GCU Faisalabad
Span of control
Strong relation between job performance and personality dimensions
and attributes.
Focus of control and job performance
Internal believe: They think that they make their own fate so they
work hard.
External believe: They are not hard working so they do not
succeeded .
Emotional stability and job performance
Personnel, finance manager and executive are calm personality
and their productivity is very high.
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GCU Faisalabad
SWOT Analysis
Strengths
Still Pioneer
Strong Brand Name
Farm fresh image
More fruit content
Top of Mind Recall
Variety in Flavours
Weaknesses
Less Support of Promotions
Less Packaging Varieties
Limited Traget Market
Opportunities
Untapped Market Segments
Available Packaging options
New flavours can be introduced
Threats
Increased competition
Aggressive Advertisement of
Competitors
Increasing Market Share of Competitors
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GCU Faisalabad
Strengths
Oldest company of Pakistan.
ISO 9001 Award in 1998.
International recognition.
Own reputation in market.
Own growing and processing facilities at one location.
Single national company that has variety in flavors.
Molded chocolate (praline) is very popular in all over the world till
2001 no national company was producing molded chocolate in the
country.
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GCU Faisalabad
Weaknesses
Less support of Promotions.
Hardly advertising on the Media.
The management style that has adopted by the company is bureaucratic
Degree of formalization and centralization is high.
Not serious in promoting its brands.
Don’t have any short term and long-term decision-making plan.
Decreasing growth rate and eventually losing market shares.
As we know that there is severe competition in the food industry, but still the
availability of Mitchell’s products is very poor.
Company is offering fewer discounts as compare to other relevant industry’s
companies like Shezan, National, Rafhan, Salman’s and Ahmed to retailers
and distributors.
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GCU Faisalabad
Opportunities
Have an opportunity to target untapped market segments.
Creating new horizons for the food processing companies.
Increase the depths of its existing products categories.
The company may invest in new product categories.
Other very open opportunity for the company is that the company may
invest in new product categories like mineral water, cheese, snakes and
other dairy products.
Department of Business Administration
GCU Faisalabad
Threats
Increased competition (shezan food ,national food,rafahan food
etc.)
Politically Instability
Additional general sales taxes and tough economic conditions of
the country are reducing the purchasing power of the people.
Increasing Market Share of Competitors.
The competition in the food processing industry is much severe
than the past. Now the many national companies are joining
hands with multi-national corporations for additional support in
terms of marketing activities, production expertise and financial
resources.
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GCU Faisalabad
Gross profit margin
Operating profit margin
Net profit margin
Return on investment
Return on equity
Earning per share
Department of Business Administration
GCU Faisalabad
Analysis of Financial Statement and
Profitability Margin
Gross profit Margin
The gross profit margin measures the percentage of each
sales dollar remaining after the firm has paid for its goods.
The higher the gross profit margin, the better and the lower
the relative cost of merchandise sold.
Mitchell's gross profit margin is 18.7%
Department of Business Administration
GCU Faisalabad
Operating profit Margin
The operating profit margin measures the percentage of each
sales dollar remaining after all costs and expenses other than
interest and taxes are deducted.
It represents the pure profits earned on each sales dollar. A
high operating profit margin is preferred.
Mitchell's operating profit margin is 8.5%.
Department of Business Administration
GCU Faisalabad
Net profit Margin
The net profit margin measures the percentage of each sales
dollar remaining after all costs and expenses, including
interest and taxes, have been deducted.
The higher the firm’s net profit margin, the better. The net
profit margin is commonly cited measure of the firm’s success
with respect to earnings.
Mitchell's net profit margin is 4.64 %.
Department of Business Administration
GCU Faisalabad
Earning per share
The firm’s earnings per share (EPS) are generally of
interest to present or prospective stockholders and
management.
The earnings per share represent the number of dollars
earned on behalf of each outstanding share of common
stock.
They are closely watched by the investing public and
considered am important indicator of corporate success.
The EPS of Mitchell's is Rs. 7.52
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GCU Faisalabad
Production Process There are two department of production process.
Grocery department
Confectionary department
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GCU Faisalabad
Grocery department
Following item are produced in this department
Pickle
Milk Toffees
Ketchup
Jams
Squash
Juices
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GCU Faisalabad
Confectionary department Following items are prepared in this department
Jubilee
Golden Heart
Top Milk
Luxury
Molded Chocolates (Praline)
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GCU Faisalabad
Finished Goods Department
Department of Business Administration
GCU Faisalabad
Future Planning
COMPANY IS GOING TO INCREASE THE NUMBER OF
AUTOMATIC MACHINARY
IN COMING YEARS THE COMPANY IS GIONG TO
PURCHASE A MACHINARY FOR CONFECTIONARY
PRODUCT
A STORE ROOM IS ALSO BUILD IN FACTORY FOR
SAUCE PRODUCT
COMPANY IS ALSO INCREASING THE NUMBER OF
EMPLOYEES
Department of Business Administration
GCU Faisalabad
Suggestions
During our visit I observe that Mitchell’s squashes are
available on almost every outlet in bulk quantity. But the
availability of guava and pineapple flavor was not so
good.
The display of Mitchell’s squashes was not so good
versus its competitors.
The company can also expand its business in other
product ranges like butter, cheese, mineral water, snacks
etc.
The new brands of squashes that are pineapple and
guava have not get excellent response from the
customers just because of poor advertisement campaign.
Proper advertisement was necessary to create
awareness an interest for new brands.
Department of Business Administration
GCU Faisalabad
Conclusion
Customer
Competition
Corporation
Mitchell’s is very much conscious and
careful about its sales and about the
customer level satisfaction.
Department of Business Administration
GCU Faisalabad
THANKS
Any Remarks please!
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