“Marketing Analysis of Olpers and its Competitors”

Faraz Khalid Sheikh

Enrollment # 01-121062-018

Salman Anwar
Enrollment # 01-121062-059

MBA

The project is submitted in partial fulfillment of

the requirement for the degree of BBA

Department of Management Sciences, Bahria Institute

of Management and Computer Sciences

BAHRIA UNIVERSITY, ISLAMABAD

2007

1
Abstract

The following report is about Engro Foods Ltd. Report has

started from broad problem area of industry and then to the
Problem statement and objectives of the study. In the next
step Research Methodology for project is discussed.

Industry overview is discussed in the next phase with

market share and growth rates of overall industry.

In the third part company operations are discussed in

detail which are related to Finance, Human Resource and
Marketing. All relevant data has been included in these
details to give the reader a clear picture of the firm
internal structure.

After the detail description of company’s internal

structure the focus has been shifted to Market statistics
which shows the market shares and growth rates of Engro
Foods Limited.

Final section includes identification of main issues,

conclusion derived from EFL followed by recommendations for
EFL. In the end Action Plan has been devised for EFL future
operations.

2
Table Of Content
Chapter 1 ___________________________________________________________ 7
Introduction _______________________________________________________ 8
1.1 Background _________________________________________________________ 8
1.2 Problem Statement_________________________________________________ 9
1.3 Objectives of The Study _________________________________________ 9
1.4 Method ______________________________________________________________ 9
1.4.1 Data ___________________________________________________________________9
1.4.2 Sources of data _____________________________________________________10
1.4.3 Procedure ____________________________________________________________10
1.5 Definition of Terms _____________________________________________ 11
Chapter 2 __________________________________________________________ 12
Industry Overview ________________________________________________ 12
2.1 Nestle _____________________________________________________________ 12
2.1.1 History _______________________________________________________________13
2.2 Haleeb Foods______________________________________________________ 15
2.2.1 International Certifications ______________________________________16
2.3 Nirala Foods______________________________________________________ 17
2.4 Product Range Of Companies _____________________________________ 19
2.4.1 Nestle Foods _________________________________________________________19
2.4.2 Haleeb Foods _________________________________________________________19
2.4.3 Nirala Foods _________________________________________________________19
Chapter 3 __________________________________________________________ 20
Industry Analysis ________________________________________________ 20
3.1 Market Shares ____________________________________________________ 20
3.1.1 Market Share in volume for 2006 __________________________________20
3.1.2 Market Share in Volume for 2007 __________________________________21
3.1.3 Market Share in Percentage for 2006______________________________22
3.1.4 Market Share in Percentage for 2006______________________________23
3.1.5 Market Share of Pack Sizes in Volume for 2006__________________24
3.1.6 Market Share of Pack Sizes in Volume for 2007__________________24
3.1.7 Market Share of Pack Sizes in percentage for 2006 _____________25
3.1.8 Market Share of Pack Sizes in percentage for 2007 _____________25
3.1.9 Industry Growth/Decline of Pack Sizes in Volumes ______________26
3.1.10 Market Share of Standard UHT Milk_______________________________26
3.1.11 Market Share of Skimmed UHT Milk ________________________________27
3.2 Growth/Decline Rates ____________________________________________ 28
3.2.1 Growth/Decline Rates of Companies from 2006 to 2007 __________28
3.2.2 Growth/Decline Rates of Pack Sizes from 2006 to 2007 _________28
3.2.2 Growth/Decline Rates of Pack Sizes from 2006 to 2007 _________29

4
Chapter 4 __________________________________________________________ 30
Organizational Overview _________________________________________ 30
4.1 Central Background Information ________________________________ 30
4.2 Company Background ______________________________________________ 32
4.3 Vision Mission & Core Values___________________________________ 33
4.3.1 Vision ________________________________________________________________33
4.3.2 Mission _______________________________________________________________33
4.3.3 Core Values __________________________________________________________33
4.4 Company Analysis _________________________________________________ 36
4.4.1 Financial Analysis __________________________________________________36
4.4.2 Human Resource Assessment _________________________________________37
4.4.3 Marketing Analysis __________________________________________________41
4.4.3.1 Target Market___________________________________________________________41
4.4.3.2 Competitors ____________________________________________________________41
4.4.3.3 Marketing Mix __________________________________________________________42
4.4.4 Marketing Research __________________________________________________44
4.5 Growth/Decline Rate Of EFL _____________________________________ 45
4.5.1 EFL Growth/Decline of Pack Sizes in Volumes ____________________45
4.5.2 Growth/Decline Rates of EFL in Pack Sizes from 2006 to 2007 _45
4.6 SWOT Analysis ____________________________________________________ 46
4.6.1 Strengths ____________________________________________________________46
4.6.2 Weakness______________________________________________________________47
4.6.3 Opportunities________________________________________________________47
4.6.4 Threats _______________________________________________________________48
4.7 P.E.S.T. ANALYSIS________________________________________________ 49
4.7.1 Political Effects ___________________________________________________49
4.7.2 Economical Effects __________________________________________________49
4.7.3 Social Effect________________________________________________________49
4.7.4 Technological Effects ______________________________________________49
4.8 Market Size _______________________________________________________ 50
Consumer Sales______________________________________________________________50
Institutional Sales________________________________________________________50
4.9 Investment ________________________________________________________ 51
4.10 Per head Usage __________________________________________________ 51
4.11 Future of Market________________________________________________ 51
4.12 Impact of WTO ___________________________________________________ 52
4.13 Potential Areas _________________________________________________ 52
4.14 Demand of the Country__________________________________________ 52
4.15 R&D (Research and Development) _______________________________ 53

5
Chapter 5 __________________________________________________________ 54
Identification of a Main Problem ______________________________ 54
5.1 Marketing Issues _________________________________________________ 54
5.2 Technical Issues _________________________________________________ 54
Chapter 6 __________________________________________________________ 55
Conclusion_________________________________________________________ 55
Chapter 7 __________________________________________________________ 56
Recommendations___________________________________________________ 56
Chapter 8 __________________________________________________________ 57
Action Plan _______________________________________________________ 57
References_________________________________________________________ 58
Appendix ___________________________________________________________ 60