Executive Summary

Haleeb foods is Pakistan’s most diversified and fastest growing food company with
respect to product range. It was established in 1983. From the beginning of current
decade, haleeb is operating on scientific basis, and innovation and quality of product
and service is their top priority. Ahter the arrival of multinationals, competiton is more
tough now.

In this report we have discussed several variables which are directly or indirectly related
to company. For example, technological advancements, economical situation, food laws
etc. data gained from secondary sources is used while constructing matrices and other
graphs.

An analysis of its competitors “Nestle” and “shezan” is also part of this report. Impact
of their policies and to what extent they are hiting Haleeb. description of the company’s
marketing, non marketing and management’s capability is given which tells us about the
company’s internal strengths and weaknesses. future expectation and objectives about
the company’s financial position for next few years, SWOT analysis,CPM, QSPM,
Space matrix, IFE and EFE are also included.

Haleeb food company has the following international certifications of quality.

· HACCP (in process controls for safer products)

· ISO 9001 – 2000 (better quality for greater customer satisfaction)

· ISO 14001 (environment-friendly operations)

Legal Representative/Business Owner: Mr. Suleman Daud

Board of Directors

· Mr. Ilyas Chaudhry

· Mr.Israr Ahmed
· Mian Zahid Saeed
· Mian Muhammad Amjad
· Sheikh Muhammad Rasheed
· Major General (Retd.) Shafiq Ahmad
· Mrs.Nasreen Ilyas
· Mrs. Zarina Saeed
· Mr. Muhammad Ishtiaq Khan

Chairman: Mr. Ilyas Chaudhry

Managing Director: Mr. Israr Ahmed
Auditors: Hameed Chaudhry and company
(Chaudhry Accountants)

Legal Advisor: Hassan and Hassan Advocates

Marketing Research: Aftab Associates

Advertising Agency: Paragon Evernew Concepts

Head Office
135 ferozpur road Lahore 5460 Pakistan
Phone +92 42 111 135 135
Fax +92 42 759 0376

Regional Offices:
Lahore,
Rawalpindi,
Karachi,
Peshawar,
Quetta,
Rahim Yar Khan.

VISION STATEMENT
“It is our vision to be the best and leading provider of food products in Pakistan and
among the top ten food companies in the world, by continually challenging present
conventions and always staying a step ahead of the competition”

MISSION STATEMENT

“It is our mission to be the number one food company in Pakistan by providing our
customers with the highest product quality in terms of taste, experience, and
satisfaction. We will ensure this through an unwavering dedication to the continuous
development of our products and processes ensuring that we remain best in class. We
will strive to hire the most competent and dedicated employees whose work ethic will
set the standard in the industry. We will be paymasters, as we strongly believe that
human resource is the only asset that truly appreciates over time. We will also be a
responsible social corporate citizen, and strive to enhance the quality of life in the
markets we serve”

BRAND PORTFOLIO

Haleeb is a BtoC oriented organization thus they are producing finished goods for end
consumers. To cater wide range of segments they have a rich brand porfolio, they are
using techniques like multi branding, brand extension and line extension for customer
satisfaction. The wide range of products of Haleeb foods is the major contribution
towards the success of the company.

Milk process at Haleeb Foods

Haleeb is not producing milk of their own, they are offering processed milk to their
customers. They collect milk in its raw form from different farms, process it, pacjage it,
distibute it, and at the end consumed by consumers.

Following steps are involved in the process of Haleeb Milk.

 1. Collection of raw milk
2. Testing milk at the plant reception
3. Pasteurization
4. Standardization
5. Homogenization
6. Sterilization
7. Ultra Heat Treatment (UHT)
8. Packing

Porter’s five Model

1-Threats of new entrants

 High capital requirement for new companies to enter

 Product differentiation is good feature from all companies which is also a barrier for
new comers.

2-Bargaining Power of supplier:

Suppliers of the raw material of juices specially of Plump of fruits are powerful in
following points:

 They are dominated because they are few in numbers.

 Their product is very important input for Haleeb juices.
  Supplier product has high switching cost

3-Bargaining Power of buyer:

 Haleeb present the threat to supplier of backward integration.

4-Threats of substitude products:

 There is only one threat for juices of Haleeb in substitude

products that is soft drinks like Pepsi and coca cola

SWOT Analysis

Strengths

· Strong brand loyalty of customers of Haleeb company.

· Haleeb Company has monopoly situation in different
flavors of pure juices.
· Haleeb foods have best distribution channel in all over the
Pakistan.
· Haleeb offer high quality products especially pure juices in
market.
· Management team of Haleeb Company is very strong and
educated.
· Haleeb foods have strong positioning in customer mind.

.
Weakness

· Less product awareness in customer mind.

· Packaging of juices product is not good, and not so much
attractive.
· Haleeb company has very high prices in pure juices like
apple, pineapple, mix fruit, red grapes mango flavor.
· Haleeb Company conducts less promotional activities for
its juice products.
· Less display centers use for juices products in main shops
of different cities.
· Haleeb Foods Company has late recovery of claims.

.
Opportunities

· There are a lot of untapped markets in different areas of

Pakistan.
· The concentric diversification in different juices products.
· Backward integration can use in juice products of Haleeb
Company.
· Haleeb Foods Company can become multinational and can
target different market of different countries.

Th reats

· There is strong competition in food products market.

· Different strategies adopted by competitors Nestle in
juices products
· New product advancement by different competitors.
· Government policy changes and fluctuation in tax rates on
food items.
· Imported tin juices are great threat for good day.
· Changes in Custom duties on plump.
 Haleeb Foods Company Weight Rating Weighted
Internal Factors Score

STRENGTHS

• Largest National food company 0.05 4 0.2

• Strong brand loyalty 0.10 4 0.4
• Monopoly situation in pure juices 0.15 3 0.45
• Product positioning 0.05 2 0.1
• Strong distribution channel 0.10 4 0.4
• High quality products 0.10 3 0.3
• Strong management team 0.05 3 0.15
WEAKNESS
0.05 3 0.15
• Product awareness in customer mind
• Not good packaging 0.10 2 0.2
• Higher prices in pure juices 0.05 3 0.15
• Low promotion activities 0.10 4 0.4
• Less display centers 0.05 3 0.15
• Late recovery of claims 0.05 2 0.1

Total weighted Score 1.00 3.15

Internal factors evaluation (IFE)

The industry average is 3.5 so the IFES of the Haleeb Food company is not good in
juices according to the average of the industry
 External factors evaluation (EFE)

Haleeb Foods Company Weighted

Weight Rating
External Factors Score

OPPORTUNITIES
• Untapped market 0.20 4 0.8
• Diversification in products 0.10 3 0.3
• Backward integration 0.15 3 0.45
• International markets 0.05 2 0.1
0.10 3 0.3
THREATS
• Strong competitor Nestle in juices 0.15 4 0.6
• Products advancement 0.05 3 0.15
• Fluctuation in tax rates 0.05 2 0.1
• Imported juices 0.05 2 0.1
• Custom duties on plump 0.10 2 0.2

TOTAL 1.00 3.1

The industry average is 3.5 so the EFES of the Haleeb Food company is not good in
juices according to the average of the industry.
 CPM (Competitive profile matrix)

Haleeb Nestle Shahzan

Critical Success Weight Rating Score Rating Score Rating Score

Factor
Product quality 0.20 3 0.6 4 0.8 2 0.4
Prices 0.10 4 0.4 3 0.3 3 0.3
Advertisement 0.20 3 0.6 4 0.8 3 0.6
Positioning 0.15 2 0.3 4 0.6 3 0.45
Financial position 0.10 4 0.4 4 0.4 2 0.2
Customer loyalty 0.15 3 0.45 3 0.45 4 0.6
Market share 0.10 3 0.3 4 0.4 3 0.3

Total 1.00 3.05 3.75 2.85

In the CPM the industry average take as 3.50, so the Nestle performing is the best as
compared to their competitors in juices.

48
 Quantitative Strategic

Planning Matrix
(QSPM)

Haleeb Food Company Weight Product development Market development

Factor analysis AS TAS AS TAS
STRENGTH

Largest National Food Company 0.05 4 0.20 4 0.20

Strong brand loyalty 0.10 4 0.40 3 0.30
Monopoly situation in pure juices 0.15 2 0.30 3 0.45
Product positioning
0.05 4 0.20 2 0.10
Strong distribution channel 0.10 4 0.40 3 0.30
High quality products 0.10 4 0.40 4 0.40
Strong management team 0.05 3 0.15 4 0.20
WEAKNESS
Product awareness in customer 0.05 3 0.15 2 0.10
mind
Not good packaging 0.10 - - - -
Higher prices in pure juices 0.05 2 0.10 2 0.10
Low promotion activities 0.10 4 0.40 4 0.40
Less display centers 0.05 3 0.15 2 0.10
Late recovery of claims 0.05 - - - -

OPPORTUNITIES
Untapped market 0.20 2 0.40 4 0.80
Diversification in products 0.10 - - - -
Backward integration 0.15 3 0.45 4 0.60
International markets 0.05 1 0.05 4 0.20

THREATS
High market competition 0.10 3 0.30 3 0.30
Strong competitor Nestle in
juices 0.15 4 0.60 4 0.60
Products advancement 0.05 3 0.15 4 0.20
Fluctuation in tax rates 0.05 - - -
Imported juices 0.05 4 0.20 3 0.15
Custom duties on plump 0.10 - - -

Total 5 5.5
According to this result Haleeb Food Company goes for Market development in different remote
areas of Pakistan, because many markets in Pakistan are untapped if Haleeb target all these market
it can increase its sales and can gain a lot of profits.
 Conclusion

Haleeb
Foods is well
establish company
which is
competing with
multinational
companies and has
70% market share
in dairy industries
which makes it
market leader. The
Haleeb Foods are
trying their best to
properly perform
their operations.
They are
following
international
standards like ISO standerds and are using different tools to continuously improve their
operations. They are introduced new technology in their production process first time in
Pakistan. They are providing quality products. There human recourse policies are also good.
The locations which they have selected for their operations are beneficial for the collection of
milk and distribution. There layout helps to facilitate their employees, flow of information and
operations. But there are some short falls which they must overcome.

Recommendations
 They should use latest technology for quality maintenance because even now they are
using manual based inspection.

 They should try to maintain high quality which they are already producing.

 They should use Automated Storage and Retrieval System to minimize the storage cost.

 They should implement on Computer Integrated Manufacturing to be the ware housing

and shipping department computed aided.

 They should use vision system in inspection.

 Accommodation should be provided to the employees.