STUDENTS’NAME

ASAD MUMTAZ (2017-MBA-002)

NAILA ZULFIQAR (2017-MBA-024)
AKBAR ABBAS MIR (2017-MBA-030)

SUPERVISOR NAME
DR. MUHAMMAD RAHEEL

REPORT SUBMITTED IN PARTIAL FULFILMENT

OF THE REQUIREMENTS
FOR THE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION

Department of Economics and Business Management

University of Veterinary and Animal Sciences, Lahore.
Year2017-2021
 Declaration

Our humble effort that we made during our project we want to dedicate it to our Parents and
friends whom love and prayers make us able to complete our project.

Acknowledgement

All praises are only for Allah Almighty who enable us to accomplish this work in time All
loves and affection are for His Last Prophet Hazart Muhammad (P.B.U.H) whose teaching
are enlightenment for our lives.

First of all, we would like to express our sincerest thanks to our Head of department Dr.
Rana Muhammad Ayyub and research supervisor, Dr. Muhammad Raheel, for giving us
the opportunity to work in field. Without their support and confidence over the six month this
work would not have been possible. We feel great pleasure in expressing profound gratitude
to our respected and hardworking teacher, for their valuable suggestions, comments and help
during the past six months.

We would like to express our sincerest thanks to our client Matra Asia Pakistan and their
Finance director Mr Ishaq who gave us opportunity to work with them and Mr. Abdullah
focal person nominated by Matra Asia Pakistan for collaboration with us.

We are grateful to all staff and faculty of Business School for helping us to learn at
Uvas Business School, University of Veterinary and Animal Sciences Lahore. We would
like to thank our brothers and friends emotional support and patience during our study. Last
but not least, without the love, support, guidance and encouragement of our family this
moment would never have been realized. We would like to express our deepest gratitude to
all our family members.

Certificate of Approval

Management Research Project

UVAS Business School, Lahore.

This Management Research Project with the Title of “Identifying the factors of low sale of
DVM premix and devise a strategy to increase sale” by Asad Mumtaz, Akbar Abbas Mir
and Naila Zulfiqar are here for the approval of the submission to the final term project to
Department of Economics and Business Management University of Veterinary and Animal
Sciences, Lahore in partial fulfillment for the degree of Master of Business Administration
(3.5 year) 2021.

Date:

Supervisor

Dr. Muhammad Raheel

Assistant
Professor

Company Profile

This chapter will present a complete profile of our client “MATRA ASIA” Company
including introduction, Top management, products and services, vision, and mission
statements.

3.1 Background of our client

MATRA ASIA
Matra Asia Pvt. Ltd. is in operation since 2012, a venture initiated by three directors starting
from supplying raw materials to the poultry feed mill industry. Within small span of time
Matra Asia became a reputed name in the field of quality grains and meals supplies. In
addition to supply to poultry feed mills, the company has also supplied cattle feed materials
to different Cattle feed mills, from 2012 to 2015, raw materials such as Maize (Corn), Rice
Tips, Rice Bran, Molasses, Wheat Bran, Soybean Meal, Canola Meal and Sunflower Meal
etc. were procured directly from farmers and processing mills and supplied to the feed mill
industry. For diversification company also started its research & development in feed
additives, seeds and fodder etc.

Realizing the untapped opportunity in the domain of cattle feed, the company shifted its focus
to cattle feed business. Cattle Feed is an emerging industry and having good potential subject
to proper R&D and marketing. Since the beginning of 2015, Matra Asia has progressed along
the value chain, producing and marketing final nutritional products to dairy farmers
throughout Pakistan through its distribution network. To produce the quality feed Matra Asia
Pvt. Ltd. has established its own manufacturing facility on Leased area at 2.5 km, Manga
Raiwind Road. Within a period of three and half years the company has success fully
penetrated and now Matra Asia is one of the quality Cattle Feed Manufacturer in Pakistan.
Currently we are producing around 50,000 to 60,000 bags per months at our Manga Raiwind
Road Mills.

Matra Asia also supplies a wide range of products & services consisting of Cattle Concentrate
Feed, Fodder Seeds (Alfalfa, Rye Grass, Sorgham Sudan Grass & Rhodes Grass), Mineral
Mixtures, Agricultural Machinery & providing solar solution to farmers, homes & corporate
level etc. Presently Matra Asia Group has following divisions:

 Cattle Feed Division

 Seeds Division
 Agricultural Machinery Division
 Cattle Supply Division
 SEMEN Supply Division
 Solar Division.

Matra Asia is currently working with following foreign companies whom Matra is exclusive
agent in Pakistan.

 Heritage Seeds Pty Ltd (Australian largest seed export company)

 Alforex Seeds Pty Ltd. (USA Seed export company)
 Le Gouessant. (France mineral mixture export company for animal health)
 Chr-Hansen. (Danmark Global bioscience company)
 Austrex (Australian largest animal export company)
 ABS Global Inc. (USA Semen Supply Company)
Organization Logo

3.3 Vision Statement

To help farmers reach their full potential by helping them increase productivity, improve
efficiencies and reduce costs by providing effective solutions.

3.4 Mission Statement

Matra Asia’s greatest asset is its investment in human capital; our workforce currently
consists of trained doctors of veterinary medicine (dvm), post graduates in animal nutrition
and agronomists. Matra Asia strives to continually grow its investment in human resource, by
recruiting, training and educating top professionals.

3.7 Products

ANIMAL FEED PRODUCTS

Livestock requires a complete balanced ration which is managed by cattle compound feed.
The dietary requirements of various animals vary according to their body mass index as well
as milk production. Keeping in mind the technicalities faced by dairy farmers Matra Asia has
partnered with Le Gouessant Cooperative France and formulated special feeds for different
types of milking and fattening animals. Matra Asia boasts a wide range of dairy feed products
for Cows, Bulls, Buffaloes as well as goats and sheep. This complete range allows the dairy
farmers to feed animals according to their dietary requirements. Feed varieties differ in
protein and energy levels. All animal feeds brands by Matra Asia are approved by the
Government of Punjab and are Aflatoxin free.

 Milk King MA – 70 (For High Lactating Animals)

Milk King is specially designed for high milking yield animals. It is for animals producing at
least 15+ liters of milk per day. It helps them grow the milking capacity by providing a
complete and balanced diet.

 MA – 71(For Medium Lactating Animals)

Best for medium milking yield animals, MA 71 is formulated for animals producing 12-15
liters per day. The complete formulation ensures optimum health and ease in reproduction.

 MA – 74 (For Low Lactating Or Dry Animals)

Many farmers in Pakistan overfeed their low producing lot which increases the costs of
production. MA - 74 helps in farm economics by providing a low cost complete solution for
animals producing less than 10 liters of milk per day.

 Buff King (Special Feed For Buffaloes)

Pakistan has a large buffalo population which has not been properly catered to nutritionally
and hence have low productions. Matra Asia launched a specialized feed for buffaloes with
the right quantity of fat to ensure quality milk production.

 Meat King (For Fattening Animals)

Pakistan is a meat loving nation and has a high local demand for quality beef. Meat King is a
specialized solution for animals kept for meat purposes. It helps in constant weight gain of
the animal and helps ensure the complete nutritional well-being.

 Calf King(Special Feed For Calves)

They also import calf which is very effective for calves.

 Excellence HD Mineral Mixture

Excellence HD covers the high mineral needs of dairy cows. It provides rumen-protected
vitamins(A, D3, E) for a better efficiency. It contains trace elements in organic form (chelate,
organic selenium) which is better absorbed and transformed by the animal.

 Viva Cal Bolus

Use of Viva Cal ensures reduction of the risk of milk fever. Viva Cal is enriched with plant
extracts and supplemented with Vitamin D3 and Vitamin E. Viva Cal helps cows to maintain
there health as it has a perfect combination of minerals, plant extracts and vitamins.

FOODER SEEDS

The dietary requirements of livestock can not be met solely by compound feed. Fresh fodder crops
are the main component of animal's feeding. The Pakistani dairy farmers have been forced to buy
annual fodder seeds that have low protein levels and act only as mere fillers for an animal. Matra
Asia has introduced a wide variety of seeds for dairy farmers which will ensure a continuous fodder
availability around the year.
Matra Asia has partnered with International seed giants like Heritage Seeds in Australia and Alforex
Seeds in the USA. Crops like Rhodes grass, Rye grass, Alfalfa and Sorghum sudan grass are changing
the landscape of the dairy farming business in Pakistan. Matra Asia also boasts exceptional qualities
of Maize seed varieties.

 GRASSES (The grass is always greener on our side)

Fodders, forages, range grasses, sugar cane tops, and tree leaves are the examples of green
roughage. Green roughage are high in moisture content, easily digestible and are commonly used for
the feeding of dairy animals. Pasture species which are naturally growing are called forages while
those which are cultivated are called fodder.
 1. Rhodes Grass (Katambora)

Katambora Rhodes Grass is a highly stoloniferous, versatile plant that will grow in a wide range of
soil types. It displays greater drought tolerance and the ability to grow on lower fertility soils (such as
spear grass country). It is an earlier flowering variety that is well suited to hay production.
Katambora will cope with a wider variation in soil moisture conditions than other varieties and will
cope with periodic waterlogging.

2. Rye Grass (Vortex)

Vortex is a mid to mid-late flowering tetraploid annual ryegrass. It has high autumn/winter and early
spring dry matter production. It has extremely good seedling vigour. It is a true Westerwolds type.
Leaves are broad and deep green in colour. Vortex has good heat and rust tolerance.

 LEAFY VARIETIES

1. Alfalfa (Sardi 10)

Alfalfa also called Lucerne, is a perennial flowering plant in the pea family Fabaceae cultivated as an
important forage crop in many countries around the world. It is used for grazing, hay, and silage, as
well as a green manure and cover crop.

2. Sorghum Sudan Grass (SS - I000)

Sorghum-sudangrass hybrids are unrivaled for adding organic matter to worn-out soils. These tall,
fast-growing, heat-loving summer annual grasses can smother weeds, suppress some nematode
species and penetrate compacted subsoil if mowed once. Seed cost is modest. Followed by a legume
cover crop, sorghum-sudangrass hybrids are a top choice for renovating overfarmed or compacted
fields.
  MAIZE
Maize being the highest yielding cereal crop in the world, is of significant importance for countries
like Pakistan, where rapidly increasing population has already out stripped the available food
supplies.In Pakistan maize is third important cereal after wheat and rice. Maize accounts for 4.8% of
the total cropped area and 3.5% of the value of agricultural output. It is planted on an estimated
area of 0.9 million hectare with an annual production of 1.3 million tonnes.

1. 37T55

37T55 Maize seed sowing season is Mid July – Mid September. This variety of maize is best for silage
and has high yields.

2. 3377

Maize seed sowing season is Mid January – Mid March. This is a single cross seed and best for silage
as well.

3. 2271
 2271 Maize can be sown throughout the year. This variety of maize is best for fodder

 FEED ADDITIVES
Feed additives are a crucial part of an animals diet just like it is for humans. Macro and Micro
minerals are required by animals for immune system health and reproductive cycle security. Right
amounts of calcium, potassium and vitamins are important for a dairy animal. Matra Asia is in
collaboration with the French dairy nutrition giants Le Gouessant and is the sole distributor of the
company's products in Pakistan. Boasting a wide range of dairy minerals and feed additives that help
prevent serious diseases like milk fever and calcium deficiency.