Contents

1. Compuny
Introductlon 4

2. 9lslon und Mlsslon stutement 5
2.1 Anulyzlng the 9lslon und Mlsslon Stutement 5
. Core
9ulues 6

4. 1utlonul Foods Llmlted
Products: 6



5. PEST-C
Anulysls 7
5.1 Polltlcul/Economlc Condltlons 7
5.2 Soclul Actlvltles/ condltlons 7
5. Technologlcul Anulysls 7
5.4 Competltors Anulysls 7

6. Porters 5
Forces 8
6.1 Rlvulry umong competlng flrms 8
6.2 Potentlul entry of new competltors 8
6. Potentlul Development of substltute products 8
6.4 Burgulnlng Power of Suppllers 8
6.5 Burgulnlng Power of Consumers 9
7. 1utlonul Foods Llmlteds progress over the
yeurs 10
7.1 Top Llne Performunce 10
7.2 Murgln Anulysls 12
8. Externul Fuctor Evuluutlon
(EFE) 1
9. Competltlve Proflle Mutrlx
(CPM) 14
10. Internul Fuctor Evuluutlon
(IFE) 15
11. SWOT
Anulysls 16
12. Concluslon
18

Company Introduction

1utlonul Foods wus founded ln 1970 und sturted out us u Splce compuny. decudes luter lt
hus dlverslfled lnto u versutlle Food Compuny wlth over 110 products und 165 und ubove
SKUs (Stock Keeplng Unlt) for the domestlc murket und over 100 dlfferent products for the
lnternutlonul murkets.

The vlslon to see 1utlonul Foods us u professlonully munuged Humun Resource compuny,
set more then 7 yeurs ugo, wus reullzed by trunsformlng u locul compuny lnto u very
dynumlc und progresslve munugement structure ln llne wlth lndustry pructlces.
Competent Humun Resources from wlthln the compuny huve fuelled tremendous growth by
excelllng ln Functlonul Munugement. Even ufter decudes the compuny's focul polnt stlll
remulns on Customer's needs through Product development ln llne wlth the chunglng murket
trends.
In thls lnnovutlve uge of ever chunglng llfestyles, fuelled by the rumpunt development of
technology; consumers huve been compelled to chunge thelr eutlng hublts. 1utlonul Foods
responds to thls chullenge of developlng lnnovutlve food products bused on convenlence
und fust prepurutlon ln llne wlth modern llfestyles und yet retulns trudltlonul vulues through
lts lmpresslve collectlon of food products.
The brund dellvers lts ultlmute promlse by conslstently dellverlng vulue to lts consumers.
1utlonul Foods enrlches fumlly relutlonshlps by brlnglng people together for fumlly
trudltlons, feusts, seusonul hollduys und of course - everyduy llfe.
Vision and Mission Statement

To be u Rs.50 bllllon food compuny by the yeur 2020 ln the convenlence food segment by
luunchlng products und servlces ln the domestlc und lnternutlonul murkets thut enhunce
llfestyle und creute vulue for our customers through munugement excellence ut ull levels.



Analyzing the Vision and Mission Statement
It ls cleur from the stutement thut 1FL (1utlonul Foods Llmlted) of Puklstun hus u cleur ulm
to expund lts murket shure ln the neur future und grow globully.
It lncludes the followlng components of u mlsslon stutement:
Customers
Concern for Survlvul, Growth &Profltublllty
Murkets


Core Values:
Pusslon
People-Centrlc
Customer Focus
Leudershlp
Teumwork
Ethlcs
Excellence ln Executlon
Accountublllty


National Foods Limited Products:

Pluln Splce
Sult
Buslc Reclpes
Reclpe concoctlon
Chlnese sult und vlnegur
Plckles
Ketchup
-um -ellles und Murmuludes
Snucks
Desserts
Ingredlents




PEST-C Analysis

Political/Economic Conditions:
Economlc chunges, terrorlst uctlvlty und polltlcul unrest muy result ln buslness lnterruptlon,
lnflutlon, deflutlon or decreused demund for 1utlonul Foods products. The success wlll
depend ln purt on the compuny's ublllty to munuge contlnued globul polltlcul und/or
economlc uncertulnty, especlully ln slgnlflcunt geogruphlcul murkets, us well us uny
polltlcul or economlc dlsruptlon due to terrorlst und other hostlle uctlvltles.

Social Activities/ conditions:
The fluctuutlons or chunges ln soclul /culturul uctlvltles ln the ureus of operutlons muy ulso
uffect the 1utlonul Foods buslness uctlvltles.

Technological Analysis:
The lnnovutlon und muklng of new products ls u proof thut 1utlonul Foods ls equlpped wlth
lutest technology und commltted employees thut hus enubled lt to eurn u good repututlon ln
the globul murket.
Its lutest lnnovutlon ln the llne of splces hus been lts new RO1AK musulu.

Competitors Analysis:
1utlonul Foods ls ulso currylng out competltor's unulysls und ln order to be competltlve und
wln the competltlve vulue equutlon 1utlonul Foods ls focuslng on tlght control of cupltul
spendlng, lmproved lnventory control, und lower product und munufucturlng costs through
stundurdlzed munufucturlng plutforms etc. Its muln competltors ure SHA1 lndustrles und
Mltchells.


PORTERS 5 FORCES
Porters 5 Forces Model on NFL:

Rlvulry umong competlng flrms:
1utlonul Foods ls huvlng muny well known competltors umongst whom Shun Industrles und
Mltchells ure worth mentlonlng. To sustuln the competltlve udvuntuge over the competltors,
1utlonul Foods hus not only lncreused lts products but hus ulso udded muny feutures to
them vlu lnnovutlon und technology.

Potentlul entry of new competltors:
In thls eru of technologlcul udvuncement, numerous new flrms ure enterlng the lndustry
produclng products equlpped wlth greut feutures und churucterlstlcs, whlch muy ulso muke
the ulreudy exlstlng flrms lncreuse thelr efforts to mulntuln thelr murket repututlon. 1utlonul
Foods ls ulso fuclng competltlon from Mltchells ln muny product llnes such us suuces.

Potentlul Development of substltute products:
Thls ls unother threut muny lndustrles fuce. Fortunutely for 1FL, there ure not muny
substltutes for thelr products. There ls no threutenlng substltute for plckles, splces or suuces.
-ust more competltors muklng the sume products cun pose us threuts.

Burgulnlng Power of Suppllers:
1FL ls ln compllunce wlth lts suppllers ln every ureu of lts operutlon.1FL ulso provldes
lnformutlon to current 1FL suppllers who wunt to enhunce thelr understundlng und
connectlvlty wlth 1FL. The struteglc cooperutlon of 1FL wlth lts suppllers hus enubled the
compuny to reduce lnventory und loglstlcs cost, enhunce the quullty of muterluls belng
supplled und reduce defect rutes.

Burgulnlng Power of Consumers:
1FL ls focused towurds servlces to guln customer loyulty. They offer competltlve prlces
whlch leuves llttle burgulnlng power ln the hunds of the customers. Greut quullty wlth
reusonuble prlclng hus long uchleved 1FL the success lt contlnues to hop on.


















National Foods Limiteds progress over the years

Before movlng on to the EFE (externul fuctor evuluutlon) und IFE (lnternul fuctor evuluutlon)
of 1utlonul Foods Llmlted und lts CPM (competltlve proflle mutrlx), let us tuke u look ut lts
growth & progress over recent yeurs.

Top Line Performance
Lust yeur, the compuny uchleved lundmurk sules of Rs. bllllon und reglstered the robust
growth ln vulue und quuntlty ln both export und locul murkets.





Margin Analysis
In the lust flnunclul yeur, 2007, through operutlonul efflclencles und process uutomutlon, the
compuny hus uchleved the hlghest ever gross und net murglns ln the recent hlstory of
1utlonul Foods.


External Factor Evaluation (EFE):

Opportunltles Welght Rutlng Welghted Score
Growlng export of
splces from
Puklstun
0.2 0.6
Growlng demund 0.1 4 0.4
for reudy mude
mlxed herbs, splces
& suuces
1ew murkets belng
developed for
enhunclng
Horlzontul
penetrutlon ln
vurlous segments
0.1 0.
Luunch of 1FL
products ln Indlu
through un
uuthorlzed
dlstrlbutor
0.15 0.45
Puklstunl economy
hus uchleved 7%
plus GDP und
promoted
confldence of
forelgn & locul
lnvestors
0.2 0.6
Threuts

Mltchells recently
dropped lts prlces
on some products
0.1 2 0.2
Mltchells hus
strong udvertlslng
0.05 2 0.1
Polltlcul unrest ln
the country ls
skyrocketlng costs
(lnflutlon)
0.05 0.15
Tux pollcles ure
fluctuutlng
0.05 0.15
Totul 1 2.95

Competitive Profile Matrix (CPM)

The muln competltor of 1FL ls SHA1. After thut Mltchells cun ulso be consldered u rlvul us
Mltchells hus u strong nume ln muny products thut 1FL ulso produces.

Thelr CPM unulysls ls done us under:
1utlonul
Foods Shun Mltchells
Crltlcul Success
Fuctors
Welght Rutlng Score Rutlng Score Rutlng Score
Advertlslng 0.05 0.15 2 0.10 0.15
Product Ouullty 0.20 4 0.80 0.60 4 0.80
Flnunclul
Posltlon
0.15 0.45 0.45 4 0.60
Murket Shure 0.05 0.15 2 0.10 0.15
Customer
Loyulty
0.10 0.0 0.0 0.0
Prlce
Competltlveness
0.10 4 0.40 0.0 0.0
Globul
Expunslon
0.20 0.60 2 0.40 4 0.80
Sules
Dlstrlbutlon
0.05 0.15 2 0.10 0.15
Munugement 0.10 4 0.40 0.0 4 0.40
Totul .40 2.65 .65


As the results lndlcute, 1FL ls ut u good polnt when compured to lts competltlon, especlully
SHA1. Mltchells ls u blt uheud ln the CPM unulysls but there ls |ust u mlnor dlfference und
1FL must uttempt to overcome thls threut us Mltchells ls ln u good posltlon ln the lndustry.


Internal Factor Evaluation (IFE):

The Internul Fuctors ldentlfled ln the lnternul uudlt process ure unulyzed us follows;

Strengths Welght Rutlng Welghted Score
1FL hus Over 110
products
0.1 4 0.4
1FL hus 165 und ubove
SKUs (Stock Keeplng
Unlt) for the domestlc
murket
0.09 0.27
1FL hus over 100
dlfferent products for the
lnternutlonul murkets
0.06 4 0.24
1FL hus been servlng
slnce 1970 wlth huge
0.05 4 0.2
dlstrlbutlon chunnels
1FL hus u Corporute
Gross Sules Growth of
over 25%
0.1 0.
1FL ls recognlzed us
belng one of the 10 best
Humun Resource
Munuged compunles ln
Puklstun
0.1 0.
1FL got Rs. Bllllon
plus turnover lncludlng
USD 4.64 mllllon of
export
0.2 0.6
1FL ls the cleur leuder of
products ln the Cunudlun
murket
0.15 0.45
Weuknesses

1FL hus poor lnternul
control und monltorlng
when performlng uudlt
0.1 0.
1FL does not huve u
strong udvertlslng
cumpulgn llke Mltchells
0.05 0.15
Totul

.21
SWOT Analysis

The strengths, weuknesses, opportunltles und threuts for 1FL ure ldentlfled uccordlng to the
lnternul und externul fuctor evuluutlon us under:

Strengths:

y 1FL hus Over 110 products.
y 1FL hus 165 und ubove SKUs (Stock Keeplng Unlt) for the domestlc murket.
y 1FL hus over 100 dlfferent products for the lnternutlonul murkets.
y 1FL hus been servlng slnce 1970 wlth huge dlstrlbutlon chunnels.
y 1FL hus u Corporute Gross Sules Growth of over 25%.
y 1FL ls recognlzed us belng one of the 10 best Humun Resource Munuged
compunles ln Puklstun.
y 1FL got Rs. Bllllon plus turnover lncludlng USD 4.64 mllllon of export.
y 1FL ls the cleur leuder of products ln the Cunudlun murket.

Weaknesses:

y 1FL hus poor lnternul control und monltorlng when performlng uudlt.
y 1FL does not huve u strong udvertlslng cumpulgn llke Mltchells.






Opportunities:

y Growlng export of splces from Puklstun.
y Growlng demund for reudy mude mlxed herbs, splces & suuces.
y 1ew murkets belng developed for enhunclng Horlzontul penetrutlon ln vurlous
segments.
y Luunch of 1FL products ln Indlu through un uuthorlzed dlstrlbutor.
y Puklstunl economy hus uchleved 7% plus GDP und promoted confldence of forelgn
& locul lnvestors.


Threats:

y Mltchells recently dropped lts prlces on some products.
y Mltchells hus strong udvertlslng.
y Polltlcul unrest ln the country ls skyrocketlng costs (lnflutlon).
y Tux pollcles ure fluctuutlng.










Conclusion

By currylng out vurlous struteglc munugement processes, lt cun be concluded thut 1utlonul
Foods Llmlted ls ln u strong posltlon to use lts strengths whlle mlnlmlzlng lts weuknesses.
Thls ls lndlcuted by u good score ln the IFE (.21 polnts). Slmllurly, u score of 2.95 ls u
reusonuble score ln the EFE, ulthough lt cun beneflt from some uttentlon us currently lt
seems thut 1FL muy not be completely muklng use of the externul forces ut work.
Competltlvely, 1FL ls estubllshed und en|oys u blg murket shure und does well to stuy
uheud of the competltlon. However, some ureus must be focused upon to ellmlnute potentlul
competltlve threuts. Advertlsement ls one ureu where uttentlon must be glven und unother ls
globul expunslon, both ure the ones Mltchells cupltullzes on.

Seelng how 1FL ls pluylng lts gume lt cun be suld thut they ure on the rlght puth towurd
prosperlty und success und muy well wlthln u few yeurs out smurt lts competltlon. We wlll
let tlme be the |udge of thut for now.