CORPORATE STRATEgy: Live case proposal

CORPORATE STRATEgy: Live case proposalNational foods limited

Submitted to: Dr. mahnaz fatima

Group Members:Attash Sawja ()Fatima Akram (0)Madiha Qadeer (01132)Saniya Vahidy (08968)Waqar Hussain (09028)

Objective: The objective of conducting this study is to carry out an in-depth analysis of National Foods Limited (NFL) as a business entity. We will study and analyze their integrated functions and how all of those work together to deliver value to all stakeholders. Our focus will also be on investigating whether and to what extent theoretical strategic and management concepts are applied practically in their practices and policies. We will use tools such as PESTL Analysis, Competitor Analysis, External Factor Evaluation (EFE) Matrix and Porters Five Forces. Our study will include understanding their vision and mission and then working from there to a root cause analysis, identifying their major and minor problems and a discussion on how these problems can be addressed or avoided and suggest possible changes the organization can make and adopt. Methodology:The study will include both primary and secondary research. The secondary research will consist of analysis of annual reports, papers and articles related to the industry. For primary research, we will conduct in depth with higher management including Marketing Managers, Head of Development and Training Managers. Other than that, in order to get an overall perspective we shall also interview the middle and lower staff to better understand the impact of problems and decisions at every level. Industry OverviewPakistani food is known for its well-blended aromatic flavors which are largely attained by seasoning of these spices available in dry form. Being an integral part of Pakistani food, these spices have a demand in other countries especially amongst foreign resident Pakistanis. The demand, thus created has opened a window for export of spices mix.National Foods has a leading share in the spice, sauces and condiment industry in the market. Its main competitors in spices are Shan, Mehran and Shangrilla. The total countrywide consumption of spices is about 60,000 tones, of which 25,000 tones (about 41%) is branded. Although the market of National Foods plain spices and recipe mix has been growing by10% and 20% respectively each year, there still is a significant opportunity for National Foods to capture the market held by unbranded spices by taking advantage of the fact that there are only a few significant competitors. The journey that was started as a spice company, later on spread out to create a strong foot holds for the company in condiment and sauces industry making it a leader here as well. The competition comes from Mitchells, Mehran, Youngs Foods and Premium Foods, however, there still are untapped opportunities considering the rapidly changing lifestyle of people.National Foods Limited:The company was incorporated in Pakistan on February 19, 1970 as a private limited company under the Companies Act, 1913 and subsequently converted into a public limited company under the Companies Ordinance, 1984 by special resolution passed in the extra ordinary general meeting held on March 30, 1988.The Company is principally engaged in the manufacture and sale of convenience based food products. NFL has successfully established itself as a multinational foods company with an independent subsidiary, National Foods DMCC, in 2013, catering to the Middle Eastern market in Dubai. This structure was further expanded with 2 more subsidiaries in Canada, (National Epicure Limited) and United Kingdom, (National Foods Pakistan UK Limited) catering to the North American and European markets respectively. In Pakistan it is listed on Karachi, Lahore and Islamabad Stock Exchanges. It mainly operates in product categories of Recipe masala, Ketchup, Jams, Rice, Desserts, Powdered drinks, Pickles, Chinese, Snacks, Salt, Plain spices.National Foods has four plants, two in Karachi at Port Qasim and SITE area, one in Lahore and one in Gujranwala. National Foods products are also exported in over 35 countries in 5 continents through their strategic partners.VISION & MISSIONTo be a Rs. 50 billion food company by the year 2020 in the convenience food segment by launching products and services in the domestic and international markets that enhance lifestyle and create value for our customers through management excellence at all levelsCORE VALUESCore values of National Foods include Passion, People-centric, Customer Focus, Leadership, Teamwork, Ethics and Excellence in execution and Accountability.

Organogram:

CEOCCOCOOFinanceITSalesTrade MarketingMarketingLegalHRSITENOORIABADPORT QASIMMURIDKESUPPLYCHAINPROJECTS AppendixDETAILED TENTATIVE INTERVIEW SCHEDULEAll Interviews will be held in Head Office and plant visits of both plants in Karachi are also scheduled.Address: Forum, 2nd floor, Khayaban- e- Jami, Clifton Karachi.

NAME OF PERSONDESIGNATIONMEETINGMr. Mehtab MalikManager Training & OD16th Sep,2015 (conducted)Mr. Ali KazmiManager Marketing30th Sep, 2015Mr. Mukaram HafeezPlant Manager7th Oct,2015Mr. Mukaram HafeezPlant Manager14th Oct,2015Mr. Rana AzamManager Sales21st Oct,2015Mr. Zain AbbasManager Trade Marketing28th Oct,2015

Tentative Table of Contents:Industry OverviewAbout National Foods Ltd.OrganogramAnalysis of:VisionMission Values

External Environment AnalysisPorters Five ForcesPESTL AnalysisExternal Factor Evaluation (EFE) MatrixCompetitor Analysis

Internal Environment AnalysisCorporate PlanningFinanceSalesHR- Training & DevelopmentSupply Chain

SWOT AnalysisProblems Major ProblemMinor ProblemsRoot Cause Analysis

Strategic AlternativesStrategic RecommendationsConclusionStatement of ContributionAppendix

Contribution Statement:TopicContributed By:SignatureObjective Madiha QadeerMethodologyMadiha QadeerAbout National Foods Saneya VahidyVision, Mission, ValuesSaneya Vahidy

OrganogramWaqar HussainIndustry OverviewFatima AkramMajor ProblemAttash SawjaMinor ProblemsAttash Sawja

Tentative Interview ScheduleSaneya VahidyTentative Table of ContentsFatima Akram

Compilation/ Proof readingWaqar Hussain

PrintingWaqar Hussain

Note: Statement duly agreed by all members participating in this project.