COMSATS University Internship Report: National Foods Limited

This report details a student's internship experience at National Foods Limited, a prominent food company in Pakistan. It provides a comprehensive overview of the company's background, including its mission and vision statements, product range, and business operations. The report analyzes the organizational structure, departmentalization, marketing strategies (product, price, promotion, and place), and competitive strategies employed by National Foods Limited. It includes a SWOT analysis, highlighting the company's strengths, weaknesses, opportunities, and threats. Furthermore, the report outlines the student's learning experiences, duties performed, accomplishments, new knowledge acquired, and challenges faced during the internship. It concludes with recommendations and insights into the impact of the experience on the student's career, offering valuable insights into the food industry and business operations.

COMSATS University Islamabad, Lahore Campus
1.5 KM Defence Road, Off Raiwind Rd, LDA Avenue Phase 1 LDA Avenue,
Lahore, Punjab 54000
National Foods Limited
G.T Road Mannoabad Meer, Muridke, Punjab
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ADVISOR
Sir Amir Riaz
Student Name
Rimza Hijjab
Registration Number
SP16-BBA-040

ACKNOWLEDGEMENTS
In 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 me
able 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 Foods
Limited Mam Tehmina Ali. The person who helped me a lot to acquire new
knowledge and give me opportunity to utilize & explore my bookish knowledge
practically. The internship was not possible without him. He provided assistant in
queries 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 and
thin and developed the believe in me that anything can be achieved with the hard
work 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 the
end Thanks to all those who contributed indirectly, your kindness and acceptance
towards our ambitions means a lot for me.
Rimza Hijjab
Department of Management Sciences
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DEDICATION
I dedicate this internship report to my parents who devoted everything for the
betterment 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 my
desired goals. My Friends who were there in my every thick and thin and finally
National Foods of industry who provided me an opportunity to seek new skills and
make me able to utilize my skills and capabilities in an effective way.
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Table of Contents
1 EXECUTIVE SUMMARY OF NATIONAL FOODS LIMITED..............................................................6
2 BACKGROUND OF NATIONAL FOODS LIMITED...........................................................................7
2.1 Mission Statement of National Foods Limited:.................................................................................8
2.2 Vision Statement of National Foods Limited....................................................................................8
2.3 PRODUCTS .................................................................................................................................... 8
3 BUSINESS OPERATIONS................................................................................................................. 9
3.1 ORGANIZATIONAL STRUCTURE................................................................................................. 9
3.1.1 Departmentalization at National Foods Limited..........................................................................10
3.2 Marketing Strategy……………………………………………………………………………………...11
3.2.1 Product………………………………………………………………………………………………..11-12
3.2.2 Price……………………………………………………………………………………………………..12
3.2.3Promotion…………………………………………………………………………………………....12-13
3.2.4 Place………………………………………………………………………………………………..…14
3.3 COMPETITIVE STRATEGY……………………………………………………………………..…..14-15
3.3.1 Core Values……………………………………………………………………………………………16
3.4 BUSINESS ANALYSIS………………………………………………………………………….………16
3.5 SWOT ANALYSIS…………………………………………………………………………………..……17
3.5.1 Strengths………………………………………………………………………………………….…17-18
3.5.2 Weaknesses…………………………………………………………………………………………..…18
3.5.2 Opportunities’…………………………………………………………………………………………19
3.5.3 Threats……………………………………………………………………………………………..19-20
4 Learning as a Student Intern......................................................................................................... 21
4.1 Duties............................................................................................................................................ 21
4.2 Accomplishments....................................................................................................................... 22
4.3 New Knowledge Acquired.......................................................................................................... 22
4.4 Problems Encountered.............................................................................................................. 23
4.5 How the Experience Impact your Career…………………………………………………………23
4.6 Recommendations…………………………………………………………………………………...24
4.7 Conclusion ………………………………………………………………………………………….24
Bibliography …………………………………………………………………………………………….….25
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1 EXECUTIVE SUMMARY OF NATIONAL FOODS LIMITED
This report presents the definite data on the management of the National Foods
Limited. It involved the information about how the organization initiated their
business (background history) as well as the organizational hierarchy (business
processes).Like how organization prepare its salt products by using imported
machines.
This report also provides the SWOT analysis of the organization in which the
detailed studies of the external and internal factors are present. The factors by which
it is competing in the market and make the organization able to sustain and expand
its products domestically as well as globally. (Strengths). Those factors which deal
with the circumstances that make it possible to do something (Opportunities) and
then there are some factors which can snatch the market share from the
organization (Threats).
I worked at National Foods Limited as an Internee with the HR management the
human resource department of the organization. The experience of my internship
was 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 me
towards professional world. I acquired the knowledge that how to work effectively as
a team member and as an individual. The experience gave me strong grip on a
certain tools like Microsoft Word and MS Excel. The employees benefit program
sheets enable to know that how organization set their criteria to offer non-financial
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incentives as well as the percentage of the funds for occasional events to their
employees.
2 BACKGROUND OF NATIONAL FOODS LIMITED
National Foods Limited came into the market in 1970 as a Spice producing and
selling company with the aim to provide healthy and hygienic food. The headquarter
of the company is situated in Karachi under the directorship of Mr. Zahid Majeed and
the Chairmanship of Mr.Amjad Majeed. The objective was to save time of the women
in the kitchen so that they can enjoy their life with the beloved ones mainly focus to
meet customers’ needs by providing quality of products at low prices. After three
decades the National Foods Limited diversified into versatile food company. It
expanded its products with the range up to 300 in 12 different categories including
jams, desserts, pickles, sauces and meal solutions.
From 1970- 1980
The 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 the
packaging machine. That was the first step of the National Foods Limited towards
the success.
From 1980-1990
In the beginning of 1981, the company launched its salt related products ( Iodized
salt , Chinese salt) which proved cost effective for them. The company initiated own
manufacturing plant in the 1986. After this the company got certified as a USA part of
Supplier Certification Program in 1988.This year prove fruitful for the organization
because in the same year the company turned itself from the Private Limited
company to the Public Limited Company.
From 1990-2000
In 1991, the company decided to expand in the market. For this purpose, the
companies diversified and expand its product portfolio by launching the pickle range.
After this, the company indulges in the Social responsibility by joining hands with the
UNICEF. National foods worked with the UNICEF against the fight of disease like
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goiter and aware the people to use the iodized salt in order to encounter goiters.
Then launched the more products such as Ketchup bottles and Jams jars. The ISO
certificate is being awarded in the year of 1998.
From 2000 till now:
In 2000 the company launched its products specifically for the Non-Asians of
Australia. After this the company is not expanded its product domestically but
Internationally. It’s been about 49 years since the National food was established.
Due to the high quality and refined spices it became able to sustain in the market
and getting huge share from the market by offering different products which add
more taste in the traditional foods.
2.1 Mission Statement National Foods Limited
“To deliver consistent quality to our customers by using pure ingredients, authentic
recipes and best available technology.”
2.2 Vision Statement National Foods Limited
“To develop products with market potential through the means of indigenous
technology and Research and Development.”
2.3 PRODUCTS
National Foods is well known due to its variety of products which retains the
traditions of food and provide convenience to household women. Due to strong R&D
expertise the organization became well aware about the recent trends in food spices
and in the fluctuations of the customer needs. The products which are offering by the
National Foods are:
Salt
Pouched Salt, Iodized Salt
Jams
Strawberry, Mango, Apple, Mixed Fruit
Ketchup
Chilli Garlic Sauce, Tomato Sauce, Hot n Spicy Sauce
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Desserts
Custard, Jelly, Mango, Strawberry, Vanilla, Banana
Chinese
Soya Sauce, Chilli Sauce, Vinegar, Chinese Salt
Snacks
Chat Masala, Dahi Barra powder, Chatt Patta Pakora Mix
Basic Spices
Turmeric powder, Chili powder, Coriander Powder, Kasuri Methi, Curry powder
Recipe Masala
Tikka Boti, Biryani, Haleem, Karahi Gosht, Quorma, Achaar Gosht, Fish
Recently introduced Golden Fried onions which reflect new thinking on new trends &
flavors.
“The idea behind the campaign was to redefine traditions, keeping in mind
rapidly changing consumers’ lifestyles. When we say “Naye Zaiqy” we are not
only talking about food. It could be a new habit or a new prospective on life”
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3 BUSINESS OPERATIONS
3.1 ORGANIZATIONAL STRUCTURE
The organization structure of the National Foods Limited is not complex. Top
management includes the CEO and Directors. Then there come the Middle
managers of the various departments like Finance, Marketing, R&D and Production.
The organization has strong relation with its Human Resource department.
(Organizational Hierarchy of National Foods Limited)
Figure 1.1
3.1.1 DEPARTMENTALIZATION AT NATIONAL FOODS LIMITED
Functional Departmentalization
National foods categorized their work to those employees who have capabilities and
competencies for the effective performance.
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Managing
Director
CEO
General
Manager
Director GM
(Production)
Director GM
(Procurement )
Sales
Director GM
Sales Office
Manager
Regional Sales
Manager
Territory Sales
Manager
Regional Sales
Manager
Territory Sales
Manager
Regional Sales
Manager
Territory Sales
Manager
Regional Sales
Manager
Territory Sales
Manager
Marketing
and Experts Director GM
BM (Plain,
Spices, Instant
Food)
Category
Owners
Category
Owners
Category
Owners

Process Departmentalization
Used specific processes for the completion of activities with efficient flow.
Product Departmentalization
Hired competent employees for the maintenance of quality of the products. It will
lead the organization towards the establishment of loyalty and strong brand
reputation.
Customer Departmentalization
The company have made and divided the customers into segments who possess
same characteristics and needs. In this way, they are fulfilling the needs of the
customers according to their requirements.
Geographic Departmentalization
National Foods Limited covered huge geographic area which makes their products
availability more convenient to the customers. They are not only playing domestically
but hitting the International markets as well.
Span of Control
National foods has wide but possess different span of control for different
departments. For upper level the company uses Narrow span of control while on the
other hand, for the middle and lower level there is wide span of control.
Decentralization
The hierarchy in the National Foods Limited is decentralized. They give job
autonomy to their employees so that they become able to share their point of view
and feel comfortable in the workplace. The company do so, because they think that it
will increase the motivation, organization commitment and employee morale.
Work Specialization
There are clear goals and objectives in the organization. The work is assigned
according to employees competencies because the organization thinks that it will
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save them from poor quality of work, avoid burden on employees and reduce the
turnover.
Chain of Command
There is simple chain of command for all level of employees in the organization. All
are answerable about their work performance, it maintains the sense of equity
among employees.
Formalization
National Foods Limited has created very friendly environment in the organization
because they believe that there employees are their asset which possess creative
ideas and solutions of the problems. They know how to solve it, how to complete it
effectively and how to achieve the organizational goals & objectives.
3.2 MARKETING STRATEGY OF NATIONAL FOODS LIMITED
Marketing strategy refers as the logic by which an organization try to achieve its
marketing objectives by organizing the product at the right place with the effective
promotional activities at a reasonable price, which your targeted customers are
willing to pay.
The marketing strategy of National Foods Limited
3.2.1 Product
National Foods Limited has vast variety of products which are scientifically tested,
hygienic, and has attractive packaging. These products retain the traditional values
and taste.
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The National Foods Limited is expanding its product in terms of mayonnaise brand
and noodles brand. The highly generated revenue product is biryani masala which
occupied a distinctive space in the mind of the household women. Other products
are also generating revenue on occasional basis like on Eid-ul-Azha the most
revenue generating product category is BBQ masala.
If we lookout at the physical characteristics of the products, National foods has
introduced in the form of jars, masala boxes, ketchup pouches and now introduced
the products in the small quantity which are available at a low price to target the
middle average customers.
3.2.2 Price
Price is the considerable factor for all the organization because often customers
prefer those products which are available at low price. Every organization adopts
pricing strategy on the basis of certain objectives that can be
 Market share maximization
 Profit maximization
 To survive in the competitive market
As National Foods Limited adopted the pricing strategy which can boost their market
share. For this purpose, they are offering their products at lower prices with the high
quality. (Low Cost Leadership Strategy).It helped the organization to sustain their
position in the market. Before setting the price the National Foods Limited determine
the demand of the products in the market. The demand can be elastic or inelastic.
But in their case the demand is elastic due to the availability of substitute products in
the market. If company doesn’t offer its product at lower prices, they will not be able
to sustain the position in the market. Because the customers can switch towards
competitors products.
3.2.3 Promotion
The National Foods Limited has adopted the push and pull strategy to improve brand
image in the mind of customers and for the sake of additional sales on their
products. It stimulate media interest and industry buzz.
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