INTRODUCTION

This business plan is based on the idea of launching ready-to-eat meal products by
National foods limited in the UK. Pakistan is one of the most populated countries in the world
with world’s sixth largest diaspora. UK after Saudi Arabia holds the largest Pakistani population
overseas with approximately 1.5 million oversea Pakistanis currently residing in the United
Kingdom. It provides an extremely attractive market to launch our product, as UK has one of the
biggest markets for ready to eat meals in the Europe.

The improving standard of living, rapid suburbanization, along with increasing level of
disposable income, is increasing consumer reliance on ready to go convenience meals. This rapid
change in lifestyle has fueled the growth of instant meal market. The rapid urbanization has
brought about a change in consumption pattern of the end users, consumers are readily spending
more money on convenience food to save time cooking. The ready to eat market for Indian-
Pakistani cuisine has also seen a rapid increase in demand, especially from Pakistani’s living
abroad due to the low availability of time to cook meals owing to busy schedules.

The market for ready meals is generally categorized on the bases of processing into
frozen, canned, chilled and other ready-to-eat food. Most of the convenience food products
belong to the frozen food group. Although there are various brands that are offering Pakistani
cuisine in frozen category as well as spice mixes, there is still a huge potential in the market for
the demand of ready to eat Pakistani cuisine, with the absence of any local brands currently
catering to the demand for ready meals National Foods can establish its market as the provider of
authentic Pakistani cuisine.
 COMPANY DESCRIPTION
National foods limited is a Pakistan-based multinational company that started out in the
1970’s as a Spice-based company with the aim to provide hygienic food, reduce cooking time
and promote healthiness, to make their consumers have a more rewarding lifestyle. The company
with its history spanning over more than four decades, National foods has faced all the major
events – economic boom, depression, wars, changing consumer lifestyle and technological
advancement – taking them all in stride to come up top and turn into a multi-billion rupees
conglomerate.

Four decades later the company has grown tremendously and vastly diversified the range
of products it offers. The company has transformed into a versatile food conglomerate with 13
main food categories including Recipe Masala, pickles, sauces, jams, spices, desserts and snack
items. National food is currently providing a complete food experience to its customer in 40
countries around the globe. It has subsidiaries in three countries namely; national foods DMCC
(UAE), National foods Pakistan (UK) Ltd. and National Epicure Inc. (Canada).

Vision:

“To be a Rs.50 billion company 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.”
 BUSINESS CONCEPT
The demand for ready to eat meal has been increasing steadily in the UK as people are
getting busier and the number of single families are also increasing. As people are becoming
more health conscious and fast food are no longer considered a viable option of regular
consumption in face of time shortage. People are leaning towards healthier options in
convenience food categories, thus, there has been an increase in consumption of ready-to-eat
meals that provide not only a healthier but more gourmet eating experience.

In future the consumption of ready meals is expected to increase exponentially. The UK

being the biggest European consumer of ready meals, with consumers spending £4.7 billion each
year on ready-to-eat, convenience meals according to Euromonitor data as of 2018. Based on the
future prospects of this market we’ve decide to launch a ready meal product by National foods
catered towards meeting the needs of Pakistani people living in the UK.

The aim is to establish a Pakistani cuisine based ready-to-eat line of product that will be
launched specific to the UK consumer market. The initial category of product will consist of
staple Pakistani dishes ……. The manufacturing will take place in the national foods UK
subsidiary to ensure freshness and fulfil the regulatory requirements imposed for the
standardization of ready meal products to ensure there is no contamination or bacterial formation
once the food is prepared.

Product line

Ready-to-eat food is generally defined as a meal that has been cooked before hand
requiring minimum time to prepare. Such foods can be refrigerated or kept at room temperature,
with minimum heating and time required to prep and serve the food.

The product line offered in the initial phase of the launch of ready-to-eat meals by
National food is selected specific to the demand and expectation of its British consumers. The
products offered will be ……

Target Market

The target customer for our products are all those that have higher disposable income,
such people are more willing to spend on convenience food to save time and efforts as compared
to other income groups. Furthermore, male consumers are more inclined to prefer ready-to-eat
meals over female consumers due to the lack of kitchen skills and time. As a lot of bachelors
scarcely have the time to prepare an elaborate meal every day. Thus, our product is targeted
towards male consumers with high disposable income.

The product offering of National foods limited will maintain high quality standards,
while ensure that the authenticity of taste and flavors are note compromised. The products
although targeted towards high disposable income earning customers, the pricing shall be
moderate, not too expensive as compared to the local competition.

Entry mode

the decision regarding the

Internal analysis of National Foods

when launch a new product companies perform internal analysis to evaluate their cost
positions, competencies and its viability in terms of competition. Such analysis helps companies
to better position their products and acquire more of the market share by developing strategies to
exploit on their strengths and competencies. The most common measure for evaluating
companies’ position is through a SWOT Analysis:

Competencies

 diverse set of expertise as a result of various product lines.

 It holds the lion share of the market both on national and international levels, in
plain spices as well as recipe mix.
 Highly competent in producing differentiated products through the retention of
quality employees
 Great emphasis on the R&D to ensure continuous improvement of the products
 With the help of pre-established brand name and the image it has cultivated in the
minds of it’s consumers. National foods is able to launch new product line that
consumer are willing to purchase

Weakness

Prospects
  the untapped market segments possess as major opportunities for national foods
as it can tap into those markets to expand its customer base
 introducing new product lines into the mix is has been the way to go for national
foods since its inception as it allows the company to expand its business into other
fields as well.
 Another opportunity for national food is the expansion of existing product line to
include more products in each category by offering specialized products
customized to needs of customer segments.

Threats

 Several new brands have entered the recipe mix market since the inception of
National Foods. Thus, it has become imminent to venture into other categories of
products.
 There are no barriers to new market entrants, various new SME’s have entered the
already saturated market for spice mix
 Import restrictions imposed by the government puts a damper on company’s
expansion plans, as the company is unable to import the requisite machinery to
expand its operation.

Market potential

Company offer

-internal analysis

Competitive analysis

-external analysis

conclusion