HRM SEM PROJECT REPORT

AIR UNIVERSITY ISLAMABAD

SEMSTER FINAL PROJECT (2022)

Course: Human Resource Management

Instructor: Mr. Sohrab Ahmad

Ayesha Jabeen Malik (181094)

CLASS: BSCS (VIII-A) F-18

SUBMITTED TO : SIR SOHRAB AHMAD

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Inspiring New Traditions is the outlook National Foods Limited has adapted for business this
year. Over the course of the year, they have strived to inculcate this message in every decision,
product and initiative taken by them.
Their existence is based upon the happiness and health of our consumers, which leads us to
provide the very best quality of products across the board. Their values direct to innovate with
the ever-growing economy of our nation, and to apprise our consumers regarding the
importance of their health. With the changes in the food industry, National Foods Limited is
looking forward to being a driving force.
The report highlights their outlook on HRM. It showcases the manner in which they have moved
through the year with the help of this idea in their minds.

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Table of Contents
1. INTRODUCTION: ...................................................................................................................... 5
2. MANAGEMENT HIERARCHY: .................................................................................................. 6
2.1. BOARD OF DIRECTORS:.................................................................................................... 6
2.2 AUDIT COMMITTEE: ............................................................................................................ 7
2.3 HUMAN RESOURCE & REMUNERATION COMMITTEE: ..................................................... 7
2.4 COMPANY MANAGEMNT:................................................................................................... 8
2.5 LIST OF ASSOCIATED COMPANISE: ..................................................................................... 9
3. BASIC DEPARTMENT: .............................................................................................................. 9
4. NATIONAL FOODS FACTS AND FIGURES: ............................................................................... 9
5. V.V-MOST: ............................................................................................................................. 10
6. CURRENT HUMAN RESOURCE MANAGEMENT PRACTICES: ................................................ 11
7. OVERVIEW OF HR DEPARTMENT AT NATIONAL FOODS ..................................................... 12
8. MISSION STATEMENT OF HRM DEPARTMENT OF NATIONAL FOODS: ............................... 13
9. HR DEPARTMENT GOAL : ...................................................................................................... 13
10. ANALYSIS OF INTERVIEW: ................................................................................................. 13
11. SIX STRUCTURES ELEMENTS: ............................................................................................ 14
12. TRANING AND COMPENSATION: ...................................................................................... 15
13. HIRING AND SELECTION PROCESS IN NFL: ....................................................................... 15
14. MOTIVATION: .................................................................................................................... 15
15. LEADERSHIP: ...................................................................................................................... 16
16. FOUR SOURCES OF LEADERS POWERS: ............................................................................ 16
17. DEMOCRTIC STYLE: ............................................................................................................ 16
18. DIRECTIVE STYLE: ............................................................................................................... 16
19. CONCEPTUAL AND ANALYTIC: .......................................................................................... 17
20. EMPOWERMENT: .............................................................................................................. 17
21. CONTROLLING: .................................................................................................................. 17
22. PROMOTION: ..................................................................................................................... 18
23. CULURE: ............................................................................................................................. 20
24. COMPARISION OF NATIONAL FOODS WITHITS COMPITERS: .......................................... 21
25. SWOT ANALYSIS: ............................................................................................................... 22

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25.1 STRENGTH ....................................................................................................................... 22

25.2 WEAKNESSES ................................................................................................................... 23
22.3 OPPORTUNITIES ............................................................................................................. 24
22.4 THREATS ........................................................................................................................... 24
26. RECOMMENDATION: ........................................................................................................ 25
27. WHAT I LEARNED:.............................................................................................................. 26
28. REFERENCES:...................................................................................................................... 27

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1. INTRODUCTION:
National Foods began its journey in 1970 as a Spice company with a revolutionary product that
popularized the concept of having clean, healthy food. National foods’ initiatives since then is
to make hygienic food, reduce time spent in the kitchens, foster health and contribute towards
a positive and a more rewarding lifestyle. Keeping in mind how our eating habits have changed,
our diets have been influenced by factors like the technologies in our kitchens, the modes of
transport supplying our shops, media, the government and by trade and migration trends. The
eating habits of our parents, grandparents and great-grandparents would be completely
unrecognizable to many of us today. Our experiences of shopping and cooking have been
transformed as have our attitudes towards health, table manners, ‘foreign’ foods, waste and
even choice.

With a history spanning over four decades, National Foods has trudged through various
challenges of – economic booms/depressions, wars, globalization, changing consumer lifestyles,
technological advancements and has successfully catered to the changing needs of its
customers. National Foods has managed this with its consumer centric and innovative product
development which keeps into account the ever changing market trends.NFL that’s creates its
image all over the world that popularized the concept of having clean, healthy food. NATIONAL
FOODS holds ISO 9001, ISO 22000, and HACCP certifications along with Sap business technology
and it make company’s drive very strong commitment in quality and management. NFL
initiative to produce hygienic food and reduce time spent in the kitchen for women, so that
people experience rewarding life style with their loved ones and save their quality time as well.

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2. MANAGEMENT HIERARCHY:

Mr. Abdul Majeed is co-founder, Director and Chairman of National Foods Limited and
associated textile consultant’s private limited.

2.1. BOARD OF DIRECTORS:

Mr. Abrar Hasan has been with National Foods Limited since 1993, where he was later
appointed as Chief Executive by the Board of Directors in the year 2000.

 Mr. Zahid Majeed (Director)

Mr. Zahid Majeed joined National Foods Limited in 1987 and pioneered its transformation
from a small food enterprise into a leading foods brand in Pakistan.
Since then he has served in various capacities at NFL from heading the Corporate Marketing
function to most recently establishing the International Business subsidiary, National Foods
DMCC.

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 Mr. Waqar Hasan (Director)

Mr. Waqar Hasan is the Founder and Director of National Foods Limited. Well renowned
cricket administrator in Pakistan.

 Mr. Ebrahim Qassim (Director)

Mr. Ebrahim Qassim joined the Board of Directors of National Foods Limited in 2000. A country
manager at a British Pharmaceutical Company, he served for 3 years in various different
capacities.

 Mr. Iqbal Ali Mohamed (Director)

Mr. Iqbal Ali Mohamed is a fellow member of the Institute of Chartered Accountants Institute
of Chartered Accountants in England and Wales (ICAEW) as well as the Institute of Chartered
Accountants in Pakistan (ICAP).

2.2 AUDIT COMMITTEE:

2.3 HUMAN RESOURCE & REMUNERATION COMMITTEE:

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2.4 COMPANY MANAGEMNT:

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2.5 LIST OF ASSOCIATED COMPANISE:

3. BASIC DEPARTMENT:
NFL’s basic department which are doing their work efficiently and effectively and our
departments play very important role in our success and achievements, without their
department it couldn’t be possible. There are following departments showing below:
1. Project Department.
2. Marketing department.
3. Sales department.
4. Manufacturing department.
5. Supply chain department.
6. Finance department.
7. Human Resources department.
8. Operational department.
9. Trading.
10. Admin.
11. IT Department.

4. NATIONAL FOODS FACTS AND FIGURES:

1. Rs. 3 billion in sales.

2. 300 product SKUs.
3. 6 manufacturing units (Karachi, Bin Qasim, Lahore).
4. Central Warehousing (Lahore, Gujranwala, Multan, Islamabad).
5. Rs. 1 million to the economy everyday in shape of taxes.
6. 350 towns covered across Pakistan.
7. 1500 employees.
8. Annualized Growth Rate of 23% for the last 35 years.
Mentioned above facts and figures about the continuous innovation and growth of National
Foods clearly and the number of employees currently employed describes the importance of
retention of High Potential employees in the company.

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5. V.V-MOST:

Their values include ensuring products of high quality. For this we are continuously acquiring
the latest in advanced technology. We believe in strong and competent workforce, supervised
by team of highly qualified people.

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.

Our mission is to be source of knowledge and Leadership for the Achievement of Economically,
Environmentally and Socially Sustainable Development.

Our objective is to be a global leader in Natural Products and we are fully geared to achieve this
goal.

Our strategies include introducing new Customer service, Pricing Strategies,

Integrated Marketing Strategies, Marketing Strategies and Product Market Strategies.
Customer service strategies of National Foods Make
Great Service a Priority.
 Store Collective Wisdom.
 Empower Your Staff.
 Know Your Customers.
Pricing Strategies of National Foods
Category pricing.
 Promotional Pricing.
 Product Line Pricing. Integrated Marketing Strategies Advertising.
 Personal Selling.
 Sales Promotion.
 Public Relations.
Marketing Strategies of National Foods
Promotional Activities.
 Diversification.
 Societal Marketing.
 Relationship Marketing.

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 Social Media Marketing.

 Search Marketing. Globalization.
 Article Marketing.
 Referral Marketing.
Product Marketing Strategy:
 Raise consumer brand awareness, excitement and involvement.
 Promote a special offer or incentive.
 Stimulate product sampling and trial.
 Demonstrate product/service benefits.
 Generate in-store or online site traffic.
 Stimulate media interest and industry buzz.

To produce high quality products at medicinal and farm product division for distribution in the
market and to take the maximum share of the market.

6. CURRENT HUMAN RESOURCE MANAGEMENT PRACTICES:

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7. OVERVIEW OF HR DEPARTMENT AT NATIONAL FOODS

The Human Resources (HR) Department develops initiatives and provides strategic support to
NATIONAL FOOD’s Management with regard to human resources policy. It supports line
management in the departments, performs centralized service tasks, and ensures application of
operational human resources activities. Main areas of responsibility include manpower
planning, organizational development, employment and association conditions, recruitment,
job classification and salary administration, performance appraisal, advancement, internal
mobility, training and development, social services, social security, working conditions,
settlement of disputes and relations with the personnel. When employees sense a well-
documented plan of human resources management, they do not feel threatened by
inconsistent structure or an absence of discussion about advancing skills and reaching new
goals.
Human resources conquer factors that challenge management by ensuring: legalcompliance in
hiring, compensation, training and communication. The objective of human resources is to
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maximize the return on investment from the organization's human capital and minimize
financial risk. It is the responsibility of human resource managers to conduct these activities in
an effective, legal, fair, and consistent manner. Human resource management serves these key
functions:
1. Recruitment
2. Selection
3. Training and Development
4. Performance Appraisals and Management
5. Promotions
6. Industrial and Employee Relations.
7. Record keeping of all personal data.
8. Compensation, pensions, bonuses etc. in liaison with Payroll
9. Confidential advice to internal 'customers' in relation to problems at work

8. MISSION STATEMENT OF HRM DEPARTMENT OF NATIONAL FOODS:

The mission of the Human Resources Department of National Foods is to provide the
information and support needed to hire, develop, and retain qualified employees who
model organizational values and contribute to the attainment of the organization goals;
to maintain employee-employer relationships which are legal, ethical, productive, and
positive; and, to protect the district’s employees, property, and finances from avoidable
loss.

9. HR DEPARTMENT GOAL :
The goal of this department is to insure compliance with all mandated requirements,
maintaining good employee relations through fair and equitable treatment of all
employees, and encouraging an environment in which
employees can maximize their potential, resulting in a higher level of service to the
organization.

10. ANALYSIS OF INTERVIEW:

We took in-depth interviews of HIPO’s in order to know the thinking of them regarding
their employment with NFL to know the reason why people leave, and why should they
stay with NFL. The interview shows that the HIPO’s listed by NFL are either newly
employed or working for two to three years in NFL except few of them.These Hipo’s are
very much motivated and experienced enough, that they can easily moved to the other
organization in the same or other industry as we think from the analysis, and if they left
NFL it would be a loss not in monetary terms but also in other terms to NFL.We also
identify that in the HIPO’s list one or two of them should not include in HIPO’s although

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they are experienced but still they can not be included in the list. The most important
reason to stay in NFL as we identify is that NFL’s vision and the mission to entered in
global competitive market and brand oriented give them the learning opportunity and
career development opportunities. Also in few of the department they can take
decision.Which they can’t take in MNC’s because the decision making is restricted to the
top management only, there involvement in the work and the flexibility of working hour
and work load are also the reason to be remain employed.Another reason is that the
communication in NFL is easily approachable; they can discuss matter with their
immediate heads of the departments. This thing in other organization is not the same.
Mainly in the MNC’s there is too much restriction to communicate with the top
management, due to certain policies. The training and development opportunities in NFL
are an attractive part for them. The new implementation of ERP system also increases
there knowledge and adds value to there experience.

11. SIX STRUCTURES ELEMENTS:

Work Specialization:
NFL, always clarify tasks and objectives to their employees. We
Believe to divide work to the suitable workers and employees those who best fits in it,
because we avoid stress, poor quality products and turnover in the organization.
Departmentalization:
1. Functional Departmentalization:
We categorize our work to specific employees for perfection in which they are
specialist and efficient to perform.
2. Process Departmentalization:
We use specific process through which we can do our work activities with efficient flow.
3. Product Departmentalization:
We letting our employees to be specialized in particular product line and services. So that
we can get customer loyalty and experts.
4. Geographic Departmentalization:
We created our image throughout the global. We have survived with 6
different region in Gujranwala and in Karachi site area we have different region in as well. Apart
from this we have large international division too.
5. Customer Departmentalization:
We use to make grouping by the types of customer and their needs & want so that we
able to fulfill all the need of customer.
Chain of Command:
We use one very important key element in NFL that is chain of command. In which all the
levels of organization is answerable that who perform What. (upper to lower level) exactly
and clarify their task and objectives.
Span of Control:

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According to this structure elements NFL has wide span of control and Narrow span of
control in both different departments, in upper level NFL follow Narrow span of control
while at the middle level there is wide Span of control.
Centralization / Decentralization:
In NFL, there is Decentralized decision we made because we believe to share our views
with employees and want effective idea and advice's from them too, to make our
organization dynamic and low formal. We are very friendly with our employees so that our
managers feel respectable because we give empowerment to our employees.
Formalization:
NFL created low formal environment because every people has their own effective ideas so
there is no need to make rigid rules regarding to perform their task, one employees know
better, how to solve it, how to complete it, how to achieve it.

12. TRANING AND COMPENSATION:

We always consider perfection in our work performance andachievements so we select the
best employees and workers and we provide training sessions as well, as per requirement.
For our satisfaction and for job satisfaction of employees.

13. HIRING AND SELECTION PROCESS IN NFL:

NFL is very concerns about Hiring and Selection process, our recruitment is totally depend on
merit. We hope following criteria to choose and selecting our employees. It is really to NFL to
select right people for the right job we believe in Job Specification, we select our employees
who should be fit perfectly to the job we select them after online test or manual test,
Interviews, Personality check or psychological testing and IQ/EQ test as well our selection
depend on:
1. Merit bases.
2. At least four year of experience for HR.
3. Graduation Degree.
4. Organizational fitness.
5. Job fitness.
6. Behavior of employees.
Appearance / personality fitness.

14. MOTIVATION:

NFL follows multiple theory to motivate their employees to engage with their work with full of
devotion & diligence.
THREE NEED THEORY:

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o Need For Achievement (nAch)

o Need For Power (nPow)
oNeed for AAfiliation (nAff)

15. LEADERSHIP:

Every problem needs different types of solutions along with different style of leadership.
NFL changes their leadership style according to surrounding. NFL employees may be the luckiest
one who has an opportunities to work under different leadership style and tune at one place.
We are part of the solution, never the problem. We act like owners and have a positive
influence on others.

16. FOUR SOURCES OF LEADERS POWERS:

Legitimate Power:
The power which has been assigned to any employee is based on according to their
position and designation in the company.
Coercive Power:
In NFL some time Manager/Leader used te power negative reinforcement to control
the thing which can be look like out float.
Reward Power:
In NFL, employees are encouraged to do more work by give the reward and
Incentives.
Expert Power:
Top of the level leaders use their expert power in decision making according to their
experiences and skills.

17. DEMOCRTIC STYLE:

NFL treats their employees as an asset, so they always are a part of decision making. NFL
believes in team work and participation of their employees, employees are encouraged to share
their ideas, suggestions and unique solution. While the democratic tend to focus on equality
and the lead of the group is still there to offer guidance and control.

18. DIRECTIVE STYLE:

The way the company organizing and leading their employees.
Leadership style also can be considered as directive because it’s use for short term period in
which leader has low tolerance because there are clear cut rules and regulations for

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employees, detail description and information is available and has transparent objective
but has few alternatives.
Like
• office in the forum
• Hiring foreigner’s consultant for finance and QRD. Success factor appraisal and
performance system.

19. CONCEPTUAL AND ANALYTIC:

NFL use this leadership style when there is need to make long term decision because there is
need to focus on many alternative too, with high tolerance.NFL always working for news
projects, so that they have to make their team from different department to conceptualize the
situation by doing brain storming to future aware of the situations. NFL not only
conceptualizes the situation but also looking for market research, facts and figures to
interpreted condition. So, they can make effective long term decisions for company
betterment and survival.
Like
• Nooriabad Plant.
• Corporate office state of the art project.
• Port Qasim plant.
• SAP ERP system etc.

20. EMPOWERMENT:
NFL defined and give clear detail description of every designation with their
responsibility and rewards as well.NFL gives empowerment to their
employees according to his designation to work in a team, make decision
under the develop budge. Not only for this reason but also to be loyal with
company.

21. CONTROLLING:
Standard Operating Procedures:
National foods has developed HACCP ( Hazard Analysis and Critical Control Point) based on it.
This methodology is for food safety.
• Cleaning and Sanitizing Food
• Controlling Time and Temperature During Preparation
• Holding Hot and Cold Potentially
• Personal Hygiene
• Etc
Performance Measurement:
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National foods hire expertise, food technologist and applied chemist for the testing.
Standards and Quality checks (ISO):
Muneer Hussain is a Manager Research Analytical & Quality Control Division at National Foods.
He had an experience of quality management representative. He had a Responsibility and
authority for ensuring that the management system of ISO. His responsibility was to facilitate
quality improvement more towards the betterment. His responsibility was to guide quality
assurance team. His responsibility is to control process through statistical analysis & maintain
accommodation and environment conditions in QC & Research Analytical Lab. He is responsible
to conduct and plan Audits and meeting with top management with the organization.

22. PROMOTION:
Promotion is to inform, persuade and remind a market of a product an organization is selling in
a hope to influence customer feelings and buying behavior. By adopting the promotional
method NFL want to inform the market about our new product, with the hope that it will
influence the customer feelings and buying behavior.
PROMOTIONAL ANALYSIS:
Both pull strategy and push strategy is executed to make a good image in the minds of
consumers and to promote the sale. PUSH STRATEGY:
For an effective push strategy wholesalers and retailers are advised to increase the sale of
NFL product. For this purpose NFL offer them different incentives and good profit margins
so that they convince their customers to buy our products. PULL STRATEGY:
Through advertisement on different Medias and promotional campaigns NFL make animate in
the minds of end user about our product. Because launching a new product in the market and
there are number of competitors in the market, so emphasis is to capture the maximum
market share. to concentrate on NFL`s pull strategy so that they can make leader in the market
of this kind of product.
PROMOTIONAL CAMPAIGN:
A survey conducted by National food advertising agency owned by company itself shows
that correct media selection has helped company achieving communication goal.
As a combination of different types of media used (TV, Radio, and Newspaper) by national food,
50-70 % people are accessed out of whole population of Pakistan. National food spends lots of
efforts on promotion of its products as management thinks it is the essence of marketing that
you communicate effectively with your target customers.
Following campaigns are used for the promotion of our product.
1. SALES PROMOTION:
Advertisement is done in such a way that people are waiting anxiously for NFL`s product. NFL
starts by giving a surprise to people that something useful for them is coming to serve them.
they adopt this way because their product is going to be launched for the first time in the
market. So they also use billboards to promote our product.

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2. NEWSPAPERS:
NFL knows that newspaper is very effective and inexpensive media to convey the message
to target market. Newspapers is extensively used to promote NFL`s product.
General awareness and advantages of NFL`s products is given to the prospect users.
3. SEMINARS:
To start with an effective sales promotion some introductory seminars are conducted. In which
all the wholesalers are invited from different parts of City and Country. They are introduced
with their product and sales and promotional plans. NFL briefs them about the incentives they
are going to offer them. they convince them about the strength of their product.
4. TELEVISION (TELEMARKETING):
They know that TV is very effective media now days. NFL can convey their message to all the
prospects very effectively. Different ads and commercials run at different times preferably
during family programs (dramas). To use TV intensively is long term strategy, which will last
the image of their product in the minds of customers for a long span of time. 5. PUBLIC
RELATION AND PUBLICITY:
Doctors are invited in the TV advertisement. They will discuss about NFL`s product because
this product related to food so this could convince to the health conscious people. Through
Doctors. NFL generates the idea about the product that how much it is necessary in people‟s
daily life. Through this NFL will establish an effective link between their product and user.
Their relation campaign also targets different cooking schools to generate awareness about
the use of our product. NFL tries to make ladies their advocates.
National food also arranges different types of funfairs, Cat walks, Cooking competition, Kids
show, singing competition etc… to promote its products and invoke the interest among people.

Our roles are defined, not our responsibilities. We believe in going the extra mile to
accomplish our goals. We coach and support each other to ensure everyone wins. We have a
“WE versus I” mindset.

We don‟t run our business at the cost of human or ethical values.

We say. We do. We deliver. We talk with our actions. We strive for nothing but the best.
Execution is the key to winning.

We see. We act. We take full responsibility for our actions and results. We don‟t blame
others for our mistakes; we analyze them and correct them.

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It is important for NFL to keep, or instill the entrepreneurial spirit in order to innovate and grow
and become brand oriented. By ensuring HIPO’s as corporate entrepreneurs, will strongly play
a vital role in future for the retention of them till a long time.

NFL can make a provision of quarterly or bi-annually awards for the best employee. This
award can be in terms of gift, souvenir, or money. If it is money divide it into two parts
first part will be given to the next months salary and second after six months which can
assure the retention of him/her.

Idea should be innovative it should something which hasn’t been introduced the market
before, our idea of a complete recipe.

Screening is done by management on the basis of experience .we have experienced staff in
this field, which will screen out the idea.

23. CULURE:
NFL’S culture, values, norms, rituals and practice always remind their employees,
principles where we are and how can we create opportunities within a specific
environment boundaries of fairness we believe to create changes and innovations are
allow our people to share ideas.
NFL’S Responsive Culture:
NFL gives opportunity to those employees which has strong interest to perform well we
have created some rules, regulation and procedure and every people in the organization
have to follow our responsive culture always specify job for NFL’s Ethical Culture:
There are numerous ways to bring money. We don’t allow our employee to generate
money with basic norms and believe of simple human being. Our first focus is to bring
money with dignity and faith and provide HALAL foods to our customers. NFL’s
Innovative Culture:
We do, not talk. We take risk and challenges; we have created our environment very broadly.
We do best things and we have made a lot of innovations every year which makes our
organization proud and to make NFL the leader in the present markets.
There are the following innovations that NFL made in the previous years:
1. In 2012 : Innovation of a software “Google Cloud”: It is software by which employees can
easily do their work with Google without depending on company’s server.
2. In 2015 : “Cloud Infrastructure”:
NFL’s business Intelligence and business objects (BI/BO) servers moved to cloud
infrastructure for company’s fast execution and for increasing efficiency.

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3. In April 2016 : “Success Factor”:

Now in April 2016, NFL launched a software name Success Factor which will help us in
Goal Setting and to check employees’ performance in just few minutes.
NFL’s Spiritual Culture:
We are passionate about our work and performance, our vision and mission depends how
we do not. How much we get our spirituality doesn’t allow us to blame others for our
mistake we accept what we did and correct it, time to time.
We talk about our values and core competencies consistently at all levels to build and sustain a
healthy positive vibe across the organization. We reinforce our core values and competencies
by not only communicating them down to every level in the organization but also by rewarding
them.
We remind our people of the principles we stand for and how to create business opportunities
within the boundaries of integrity and fairness. We encourage sharing ideas and out of box
thinking. This is how we create a lasting change and develop a mindset of a truly productive and
an equally accountable workforce.

24. COMPARISION OF NATIONAL FOODS WITHITS COMPITERS:

National Foods is also carrying out competitor's analysis and in order to be competitive and win
the competitive value equation National Foods is focusing on tight control of capital spending,
improved inventory control, and lower product and manufacturing costs through standardized
manufacturing platforms etc. Its main competitors are SHAN industries, Mehran’s Food, and
SHANGRILA.
Shan is dominant and leading Brand in Karachi but National Food has taken edge across the
Pakistan and at international level national foods maintain its status quo of almost every
aspects of food categories.
MEHRAN FOODS:
Mehran spice and food industries are one of the famous and leading companies for their
manufacturing, marketing and export quality of food products. Mehran products contain
traditional touch of flavors and prefer all over the world, with their fresh new looks. It got
awarded in the year 2010 and 2011 as Exports Brand Icon Award.
SHAN FOODS:
Shan Foods (Pvt) Ltd. It is one of those rapidly growing food companies which extend their
presence in over 50 countries. Shan food having extra ordinary positions energy, obtain and
edge in different technologies with passion for good performance between leading brands.
Shan food tends to place their brand and products internationally by getting winning awards
and certificate.
SHANGRILA:
When Shangrila began its journey about 25 years ago, no one knows and nobody even dream
that one day Shangrila will stand as leading brand among all national food brands.
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Shangrila got awaited in food safety management system, in Quality, Halal Authority, consumer
satisfaction and Associations too.
The advantage that national food carries from the review of the audiences is that the recipes
of national food is less spicy then SHAN, so most of the cut-overs prefer NFL recipes, as far as
regarding ketchup, the NFL has captured the youngsters market by taste of their tomato
ketchup. The NFL introduced the concept of eating ketchup with spoon, because of its taste.

In line with our effort and promise to achieve Vision, we strongly believe in creating value for all
our stakeholders, whilst translating it into the betterment of communities, environment and
the society at large through sustainable initiatives.

25. SWOT ANALYSIS:

SWOT analysis plays an important role to evaluate the performance of any organization. This is
most commonly followed set pattern to analyze the strength, weakness, opportunities and
threats. For any company strength and weakness are internal elements and threats and
opportunities always come from outside the organization. Now we perform a detailed SWOT
analysis considering the National foods.

25.1 STRENGTH
 Broad Product Line.
National food has very broad product line that includes different types of Masala powders,
Kheer mix, Ketchup, Custard powder, Pastes, Achar and many more.

 Broad Market Coverage.

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National food occupies 80% market share in powder mix market and one very obvious reason
for that is strong and very broad market coverage. According to Sales and purchase Manager
National food, they have excellent market coverage all over Pakistan and citizens of each city
have easy access to sales and display centers.

 Manufacturing Competence.
National food has engineering and technical staff of the highest caliber that is capable of
manufacturing such products that differentiates National food products from its competitors.
National food posses specific manufacturing competence for example uses of imported
machinery and a high quality ingredients in manufacturing of powder mix that maintain the
quality of product.
 Good Marketing Skills.
National food‟s efficient marketing team in Pakistan has over the years played a crucial role in
developing public awareness. National food has its own in-house advertising agency for
promoting all National food‟s products.

 Enhanced Research & Development.

National food emphasizes on Research and Development department to a great deal. Chief
executive of National food has hired a team of R & D himself and he makes sure that ongoing
improvements in the existing National food products range is a continuous activity. Efficient R
and D department is considered as a vital strength of company.

 Appropriate Organizational Structure.

Organizational hierarchy at National food is very functional and appropriate.
Company top management consists of the Chief executive and Managing director. Then there
are middle managers of concerned departments like Marketing, Production, R&D and Finance.
Company believes strongly on good relationship with its human resource

 Good Finance Management.

Finance department of National food is efficiently working to allocate resources to each of its
business portfolio. Good finance management is yet strength of company that is helping
company out in assessing the exact financial situation.
25.2 WEAKNESSES
 Lack in employees motivation.
 Communication gap.

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 Pursuing with failures.

 Customer feedback approach.
 Central control.

22.3 OPPORTUNITIES
 Trend in use of natural products.
 Increasing demand for herbal products.
 Expansion of Core Business.
National food started as powder mix producers but soon after gaining rapid market shares in
powder mix, Company considered expansion of core business as a major opportunity. Today
Company has wide range of products that it has achieved by expanding the core business.

 Ecological organizations.
 Opportunities expanding into foreign markets.
 Market potential.
 Health sub consciousness.
 Increasing demand of market.

22.4 THREATS
 Threats New Entrants.

The biggest threat for the Company has been the entry of new competitors in the market has
made National food management think that they will have to adjust the pricing or to provide
some handsome incentives to customers in competition with other brands in market
because Company does not want to lose its market share.

 Price war.
 No Barriers on entry.

Government has not fixed any hard rules upon the entrants in this industry. Any group of
companies that is financially strong can enter this industry without facing any strict
barriers. This is another threat for National food that more and more entrants coming in
this industry and the profit margin shrinking gradually.

 Increase in taxes.
 Increase in labour cost.
 Economic downturn.
 New Form of Industry Competition.

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26. RECOMMENDATION:
In Pakistan, some other companies like Star has started competing National food with its
Custard powder and Achar. It has formed a new form of industry competition. Star is
producing its products at a cheaper price and price war is already on.

 Shan is a toughest competitor, it has 78% market share. Shan has an annual sale of
12000 tons whereas National Foods has only 7000 tons sale.

It makes us extremely happy to recommend National Foods. National Foods have a biggest
market share in Karachi but has less preference than Shan foods. We would recommend to
National Foods to make such type of strategies which can compete with Shan Foods. People of
Karachi love to eat spicy foods and Shan foods are providing the same.
NFL should focus to build loyal customers in Karachi as well, by enhancement in their spices as
per people’s requirement.
National foods should also work for promoting their quality products. As we know after this
research that NFL has great quality criterion, NFL use world’s famous microbiologists to
recognize the food quality but people are not aware of this hygienic factor of National Foods
that NFL is leading brand in advancement of technologies and for healthy food.
We also want to recommend to NFL that should do something for your employees to make
them realize that they are so mean to the organization. With bonuses and incentive NFL should
give them few authorities, as per their levels so that they feel satisfied with their jobs and
designations, because this is very authentic and a biggest issue even in well known
organizations for increasing turn over.
 Focus on Career Development:
High potential employees always have other opportunities. NFL must consider developing a
retention strategy for HIPO’S that includes as-tron career development focus. Give them
special projects, tasks and make sure that they are taking advantage of training and
development opportunities.
 Involvement in Solutions:
HIPO’s want to make a difference and they can.NFL should Involve them in situations as a
partner where they can contribute for the solutions.
 Compensation concerns:

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NFL must need to consider what HIPO think if they are staying in the company ensures the
rewards (loyalty bonus etc.) accordingly and dialog with them on these issues.
 Leave some room for Error:
NFL must give assignments, tasks to their HIPO’s where success is not only assured. Give them
tasks where they pushed to work out of their comfort zones and allow them to develop new
skills will play a key role in HIPO’s retention.

27. WHAT I LEARNED:

Firstly, we would like to thank Allah Almighty for giving us the strength, will Power, patience
and making us capable to compile this project.
The project proves to be a very good learning experience. We deal with intense pressure to
process the knowledge and information as to our needs and requirements. We came to know
about many aspects including Managing people, client relations (an important skill to acquire in
business), organization, administration, multitasking, presentations, reporting and
communication etc. Also, there are several different focus areas in HRM that we learned
including
Recruiting and Staffing, Compensation and Benefits, Training and Learning, Labour and
Employee Relations Organization development depending on your role and the size of the
company for which you work, your tasks might focus just on one area or multiple ones.
We learned during this project on National Food that there are couple of important qualities HR
professionals should have.For instance, Problem-solving way of thinking, Collaborating with
various people, Social intelligence, Creativity, Insight into new media etc.
We get to know the a few benefits human resource professionals bring to the workplace as
well. They are Improve employee turnover, Conflict resolutions, Employee satisfaction,
Improve employee performance, Training and development, Helps with budget control etc.
In the end we hope and pray that the project which we have prepared meets the criteria we
had to adhere to and our professor have worthy time going through it.

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28. REFERENCES:
 https://www.slideshare.net/MuhammadAhadAzhar/national-foods-pakistan-report

 chromeextension://efaidnbmnnnibpcajpcglclefindmkaj/https://www.nfoods.com/app/upl
oads/2021/06/NFL-Annual-Report-2018-min.pdf

 https://www.nfoods.com/our-impact/health-safety-environment/V

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