NATIONAL FOODS LIMITED

Management Principles

MANAGEMENT PRINICPLES

Prepared By:

Moeed Hussain
Danial Ghulam Mohiuddin
Vijay Wadwani
Saad Ashraf
Abrar Ahmed Khan

MANAGEMENT PRINICPLES

Submitted To
Sir Fahad Zuberi

HISTORY AND INTRODUCTION

National Foods was founded by Mr. Waqar Hassan (Member board of directors) and Mr. Abdul Majeed (present
Chairman)
It started of as a Spice company
Initially it started by renting out a warehouse in Dinar Chambers
It is Pakistans first Company ton produce packaged spices

1980
The 1980s saw the establishment of the companys Factory Complex

1981
With the launch of iodized salt, NFL was no Longer just a spice company.

1990
The company experienced rapid diversification, with the launch of new products such as pickles

2000
Since 2000 till present-Expanded globally by launching its mainstream products in Australia

Became a Versatile food Company

With 110 different food products and 165 and above Stock Keeping Units (SKUs) for the domestic market
With 100 different products for the international market

MANAGEMENT PRINICPLES

1970


To be a Rs.50 billion food company by the year 2020 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.

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VISION STATEMENT

National foods must serve customer needs and serve them with quality
products at affordable prices at their doorsteps.

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MISSION STATEMENT

To be an innovative, marketing and

research oriented company
To be leader and take advantage of
our leadership position in all
categories of Products
To develop products in line with
market potential through the
means of indigenous technology
using R&D
Market our products globally.

Objectives
To deliver consistent quality to our
customers using pure ingredients,
authentic recipes and the best available
technology.
Dedicated to continuous improvement
through active alliances with international
companies to expand technological and
product horizons.
To maintain close and direct contact with
our customers through consumer insights
and dedicated service
To provide external and internal customer
service by excelling in Functional
Management
To promote professionalism at all levels
through education, training and
development, for all human resources.
To deliver annually a fair return to our
valued investors and shareholders in line
with industry and economy.

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Goals

PLAIN SPICES
RECIPES RONAQ
KETCHUPS
SALTS
CURRY PASTE
SNACKS
PICKLES
JAMS
DESERTS
BASMATI RICE
SAUCES
VINEGARS

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PRODUCTS

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ORGANIZATIONAL STRUCTURE

 It is a common belief that the first line managers should have a say in
decision making, as they are closer to action

This added responsibility of decision making has:

Increased job satisfaction
Gives them a sense of control

MANAGEMENT PRINICPLES

Decentralization
Employee Empowerment: Managers are able to make their own
decisions and are held accountable thence

CORPORATE CULTURE
It has a very open and visible culture.
It is a strong culture and has a lot of influence on its employees.

Open Door Policy

Employee can directly meet their managers in their cubicles whenever they
are available.

The managers here are open to suggestions from their employees and this
is encouraged

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DESCRIPTION

Passion

2.

People-Centric

3.

Customer Focus
Leadership
Teamwork

Ethics
Excellence in Execution
4.

Accountability

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1.

CORE VALUES

PEST- C ANALYSIS

Social Activities/ conditions

Widely celebrated and valued cultural values and
traditions
Technological Analysis
Up-to-date technologies of production and emphasis on
hygine
Competitors Analysis
SHAAN Foods , HABIB recipes and MITCHELLS

MANAGEMENT PRINICPLES

Political/Economic Conditions
Political unrest in the country and ill economic
conditions

STRATEGIC MANAGEMENT
CORPORATE STRATEGIES

STRATEGIC BUSINESS UNITS (SBUs)

Kitchen Foods division
Family products division

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Growth strategy
Targeting every product segments market

BCG MATRIX and Conclusion

CASH COWS
Salt, powdered spices and recipes mix
DOGS
RIVAAJ and RONAQ
QUESTION MARKS
Jams and Rice

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STARS
Fruitily

 NFLs Competitive Edge

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Companys reputation
Customers trust
Operating in middle-eastern and Indian markets

Threats of new entrants

Threats of substitute products
Bargaining Power of Suppliers
Bargaining Power of Consumers
Current Rivalry

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PORTERS FIVE FORCES MODEL

CORPORATE SOCIAL RESPONSIBILITY

- Philanthropy
Donated medicines and baby food to relief camps in Swat)

-Adult Literacy
Urdu and Math

- Baby Food

Research is been conducted at Surjani town with the help of NAO NGO

- Hajj and Umrah Draw

Best CSR by NFL

- Adult Literacy Program Centers- ALP

12 ALP centers currently running in parts of Sindh, Punjab and N.W.F.P

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- Flood Relief Activities

Donation of nutritional means

S.W.O.T
- Diversification of products
- Strong national and international relationship
- Rs.3 Billion plus turnover
- Among 10 best Human Resource Managed companies in
Pakistan.

WEAKNESSES
- Poor internal control and monitoring when performing audit
- High employees turnover.
- Does not have a strong advertising campaign like Mitchells.

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STRENGTH

i. - Increase in brand consciousness

ii. - Growing demand for readymade mixed herbs,
spices & sauces.
iii. - Growing export of spices from Pakistan.
iv. - International expansion in Middle East and India.

Threats
i. - High oil price.
ii. - Growing global and regional competition.
iii. - Tax policies are fluctuating.
iv. - Mitchel has a strong advertising

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Opportunities

HUMAN RESOURCE
MANAGEMENT

- NFL Learning portal: E- learning

- Class room lectures.
- Experimental Exercise training of the Customer Care team
- Training through manuals written by managers

Employee Appraisal

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Employee Training Programs

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Employee Loyalty
- An employee engagement survey was conducted in
January 2010.
- The results of the ENGAGE-HR survey showed that 76% of
the employees at NFL are completely engaged.
- 83% believe in the excellent utilization of their abilities
adjacent to 79% of the benchmark companies
- 97% of the workforce exhibit respect and support to their
managers
- 80% of the employees realized the need of helping and
building each other at NFL.

 - Positive approach towards the community

- Increases awareness among the general public
about
- The importance of hygienic food

MANAGEMENT PRINICPLES

CONCLUSION