Marketing Strategy Assignment - National Foods Limited
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Added on 2020-11-30
Marketing Strategy Assignment - National Foods Limited
Added on 2020-11-30
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COMSATS University Islamabad, Lahore Campus1.5 KM Defence Road, Off Raiwind Rd, LDA Avenue Phase 1 LDA Avenue,Lahore, Punjab 54000National Foods LimitedG.T Road Mannoabad Meer, Muridke, Punjab1 | P a g eADVISORSir Amir RiazStudent NameRimza HijjabRegistration NumberSP16-BBA-040
ACKNOWLEDGEMENTSIn the name of ALLAH the most Beneficent, and the most Merciful.First of all I would like to deepest sense of gratitude to Allah Almighty who make meable and give strength and courage to encounter the problems during my internship.I would like to give abundance of thanks to General Manager of the National FoodsLimited Mam Tehmina Ali. The person who helped me a lot to acquire newknowledge and give me opportunity to utilize & explore my bookish knowledgepractically. The internship was not possible without him. He provided assistant inqueries and played a vital role in my professional development.I express my deepest thanks to my parents who were with me in my every thick andthin and developed the believe in me that anything can be achieved with the hardwork and devotion. All the fellows at the National Food who cooperated with me,consider me as a part of the organization and created a friendly environment. At theend Thanks to all those who contributed indirectly, your kindness and acceptancetowards our ambitions means a lot for me.Rimza HijjabDepartment of Management Sciences 2 | P a g e
DEDICATIONI dedicate this internship report to my parents who devoted everything for thebetterment of my future and try their best to provide quality of education. Secondly,my teachers at COMSATS who serve as a stairs which led me towards achieving mydesired goals. My Friends who were there in my every thick and thin and finallyNational Foods of industry who provided me an opportunity to seek new skills andmake me able to utilize my skills and capabilities in an effective way. 3 | P a g e
Table of Contents1 EXECUTIVESUMMARY OF NATIONAL FOODS LIMITED..............................................................62 BACKGROUND OFNATIONAL FOODS LIMITED...........................................................................72.1 Mission Statement of National Foods Limited:.................................................................................82.2 Vision Statement of National Foods Limited....................................................................................82.3 PRODUCTS ....................................................................................................................................83 BUSINESS OPERATIONS.................................................................................................................93.1 ORGANIZATIONAL STRUCTURE.................................................................................................93.1.1 Departmentalization at National Foods Limited..........................................................................103.2 Marketing Strategy...................................................................................................113.2.1 Product..............................................................................................................11-12 3.2.2 Price....................................................................................................................12 3.2.3Promotion..........................................................................................................12-13 3.2.4 Place.................................................................................................................143.3 COMPETITIVE STRATEGY.....................................................................................14-153.3.1 Core Values.........................................................................................................163.4 BUSINESS ANALYSIS..............................................................................................163.5 SWOT ANALYSIS.....................................................................................................173.5.1 Strengths..........................................................................................................17-183.5.2 Weaknesses...........................................................................................................183.5.2 Opportunities’......................................................................................................193.5.3 Threats...........................................................................................................19-204 Learning as a Student Intern.........................................................................................................214.1 Duties............................................................................................................................................214.2 Accomplishments.......................................................................................................................224.3 New Knowledge Acquired..........................................................................................................224.4 Problems Encountered..............................................................................................................234.5 How the Experience Impact your Career..................................................................23 4.6 Recommendations................................................................................................24 4.7 Conclusion .......................................................................................................24Bibliography ..............................................................................................................254 | P a g e
1 EXECUTIVE SUMMARY OF NATIONAL FOODS LIMITEDThis report presents the definite data on the management of the National FoodsLimited. It involved the information about how the organization initiated theirbusiness (background history) as well as the organizational hierarchy (businessprocesses).Like how organization prepare its salt products by using importedmachines.This report also provides the SWOT analysis of the organization in which thedetailed studies of the external and internal factors are present. The factors by whichit is competing in the market and make the organization able to sustain and expandits products domestically as well as globally. (Strengths). Those factors which dealwith the circumstances that make it possible to do something (Opportunities) andthen there are some factors which can snatch the market share from theorganization (Threats). I worked at National Foods Limited as an Internee with the HR management thehuman resource department of the organization. The experience of my internshipwas beyond my expectations which opened doors to acquired the managerial skills,communication as well as decision making skills.I performed several jobs during my internship; the first involved the collection of emails, management of the employee’s database and its base pay structure like the maximum and minimum of the salaries. All the tasks which I had performed are discussed in the duties section. The assigned tasks enable to explore about the managerial work and tell that how the organizations are perform their activities in order to maintain their employees morale motivation and commitment towards organization.In other words, working as an internee in the National Foods Limited dragged metowards professional world. I acquired the knowledge that how to work effectively asa team member and as an individual. The experience gave me strong grip on acertain tools like Microsoft Word and MS Excel. The employees benefit programsheets enable to know that how organization set their criteria to offer non-financial5 | P a g e
incentives as well as the percentage of the funds for occasional events to theiremployees. 2BACKGROUND OF NATIONAL FOODS LIMITEDNational Foods Limited came into the market in 1970 as a Spice producing andselling company with the aim to provide healthy and hygienic food. The headquarterof the company is situated in Karachi under the directorship of Mr. Zahid Majeed andthe Chairmanship of Mr.Amjad Majeed. The objective was to save time of the womenin the kitchen so that they can enjoy their life with the beloved ones mainly focus tomeet customers’ needs by providing quality of products at low prices. After threedecades the National Foods Limited diversified into versatile food company. Itexpanded its products with the range up to 300 in 12 different categories includingjams, desserts, pickles, sauces and meal solutions.From 1970- 1980The company initiated its business in a rented warehouse with the sale of Rs.16,487. But after one year, the company bought a spice mixture machine and thepackaging machine. That was the first step of the National Foods Limited towardsthe success.From 1980-1990In the beginning of 1981, the company launched its salt related products ( Iodizedsalt , Chinese salt) which proved cost effective for them. The company initiated ownmanufacturing plant in the 1986. After this the company got certified as a USA part ofSupplier Certification Program in 1988.This year prove fruitful for the organizationbecause in the same year the company turned itself from the Private Limitedcompany to the Public Limited Company.From 1990-2000In 1991, the company decided to expand in the market. For this purpose, thecompanies diversified and expand its product portfolio by launching the pickle range.After this, the company indulges in the Social responsibility by joining hands with theUNICEF. National foods worked with the UNICEF against the fight of disease like6 | P a g e
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