CORPORATE STRATEGY: LIVE CASE PROPOSAL

NATIONAL FOODS LIMITED

SUBMITTED TO: DR. MAHNAZ FATIMA

Group Members:

1. Attash Sawja ()
2. Fatima Akram (0)
3. Madiha Qadeer (01132)
4. Saniya Vahidy (08968)
5. 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 Overview
Pakistani 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 & MISSION
To 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 levels
CORE VALUES
Core values of National Foods include Passion, People-centric, Customer Focus, Leadership,
Teamwork, Ethics and Excellence in execution and Accountability.

Organogram:

CEO

CCO

Legal

HR

COO

Finance

Sales

SITE

Trade Marketing

NOORIABAD

Marketing

PORT QASIM

MURIDKE

SUPPLYCHAIN

PROJECTS

IT

Appendix
DETAILED TENTATIVE INTERVIEW SCHEDULE
All 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 PERSON

DESIGNATION

MEETING

Mr. Mehtab Malik

Manager Training & OD

16th Sep,2015 (conducted)

Mr. Ali Kazmi

Manager Marketing

30th Sep, 2015

Mr. Mukaram Hafeez

Plant Manager

7th Oct,2015

Mr. Mukaram Hafeez

Plant Manager

14th Oct,2015

Mr. Rana Azam

Manager Sales

21st Oct,2015

Mr. Zain Abbas

Manager Trade Marketing

28th Oct,2015

Tentative Table of Contents:

Industry Overview
About National Foods Ltd.
Organogram
Analysis of:

Vision

Mission

Values

External Environment Analysis

Porters Five Forces

PESTL Analysis

External Factor Evaluation (EFE) Matrix

Competitor Analysis

Internal Environment Analysis

Corporate Planning

Finance

Sales

HR- Training & Development

Supply Chain

SWOT Analysis
Problems

Major Problem

Minor Problems

Root Cause Analysis

Strategic Alternatives
Strategic Recommendations
Conclusion
Statement of Contribution
Appendix

Contribution Statement:

Topic
Objective
Methodology
About National Foods
Vision, Mission, Values
Organogram
Industry Overview
Major Problem
Minor Problems
Tentative Interview Schedule
Tentative Table of Contents
Compilation/ Proof reading
Printing

Contributed By:
Madiha Qadeer
Madiha Qadeer
Saneya Vahidy
Saneya Vahidy
Waqar Hussain
Fatima Akram
Attash Sawja
Attash Sawja
Saneya Vahidy
Fatima Akram
Waqar Hussain
Waqar Hussain

Signature

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