VISION:

 To create a healthy and a bright future for the generations to come.

 To share our knowledge with people around the globe, for a better tomorrow.
 To become consumers most trusted brand.

MISSION:

 Deliver satisfaction and quality assurance to our consumer using state of the art
technology.
 Offer a work environment that inspires trust and loyalty in people.
 Engage in continuous efforts to explore new horizons in our business.

OBJECTIVE:

Dalda have some objectives namely Integrity, Fairness, Trust, Accountability and people
Reaching their potential.
 They want to serve consumers in a unique and effective way.
 They want to provide highest standard of corporate behavior towards the employee,
consumers and the societies.
 Total commitment to exceptional standard of performance and productivity.
 Profitable growth for the business and long term value creation for shareholders and
employees.
 The company also focus to look after the employees and to motivate them to look after
the interest of consumers.

SWOT ANALYSIS

OPPORTUNITIES
 Good position in the market
 Market penetration in rural areas
 Growing middle class
 New products
 New technology
 Pakistan is 4th largest cooking oil market
 Local raw material production
 International expansion
Threats
 Intense competition
 Government regulation
 Inflation and devaluation of rupee value
 Increasing cost of transportation
 Imposition of Export duty
 Imported premium brand
 New entrance
 EFE MATRIX

Key External Factors Weight Rating WTD Score

Opportunities
People are becoming health conscious 0.11 4 0.44
Market penetration in rural areas 0.07 3 0.21
Growing middle class 0.06 4 0.24
New products 0.07 3 0.21
New technology 0.05 3 0.15
Pakistan is 4th largest cooking oil market 0.05 2 0.1
Local raw material production 0.06 3 0.18
International expansion 0.04 2 0.08
Threats
Intense competition 0.16 4 0.64
Government regulation 0.07 4 0.28
Inflation and devaluation of rupee value 0.04 3 0.12
Increasing cost of transportation 0.05 3 0.15
Imposition of Export duty 0.04 3 0.12
Imported premium brands 0.04 2 0.08
New entrance 0.03 2 0.06
Change in taste 0.02 2 0.04
Substitute products 0.02 2 0.04
Political instability 0.02 1 0.02
Total 1 3.16

Analysis
The total weighted score of IFE Matrix is 3.31 which are above the industry average. It means
that company’s internal position is good. Factors like efficient supply chain management system
& sales and distribution network are getting higher weights and company’s rating to these factors
are also very strong. It appears from this analysis that Dalda is overcoming its weaknesses quite
fairly with its strengths. Such as strong distribution network, production facilities and efficient
supply chain management system. When we analyzed the weaknesses, less promotion activities
and huge amount of import are the weaknesses that need to be overcome.
 CPM MATRIX

Critical Success Factor Dalda Habib Sufi

Weight Rating WTD score Rating WTD score Rating WTD score

Price 0.22 4 0.88 4 0.88 3 0.66

Market share 0.11 3 0.33 3 0.33 3 0.33
Product Quality 0.13 4 0.52 4 0.52 3 0.39
Customer Loyalty 0.07 4 0.28 3 0.21 3 0.21
Product Range 0.12 3 0.36 2 0.24 2 0.24
Brand reputation 0.2 4 0.8 3 0.6 2 0.4
Marketing 0.15 2 0.3 2 0.3 4 0.6

Total 1 3.47 3.08 2.83

ANALYSIS:
From this Strategic analysis tool (competitive Profile Matrix), we found that overall rating of
Dalda is better than Habib and Sufi. In CPM Dalda’s rating is higher than the others it doesn’t
mean that Dalda is better in every area. So, we have to take a look as an individual success
factors.
As per the given stats: Price, customer loyalty is better as compare to competitors. And in market
share the company’s position is same as other, but in marketing efforts Sufi’s position is superior
that Dalda and Habib. So, Dalda has to pay more attention in its marketing efforts.