Case Studies

Topics: Food, Brand, Earnings before interest and taxes Pages: 5 (1855 words) Published: February 24, 2013
\ CASE STUDY National Foods Limited (NFL)
In 1970 the spice industry in Pakistan was unstructured, unbranded and loosely sold. It all started when the present management took over a small company called “National Food Laboratories Limited”. The company began its journey in a rented ware house in Dinar Chambers with the initial sales of only Rs. 16,500 in the first year. The company created a spice mill and packaging plant in 1978. In 1981 company launched branded salt which was lucrative initiative for the company. In 1986 the new factory complex was created in Korangi Industrial area in which most of the facilities still reside. In 1991 the company expanded and launched branded pickles which was related diversification and still one of the leading category of the company. In 1988 company decided to become a public limited and was listed in all the three stock exchanges of Pakistan. In 1997, ketchup and jams were introduced. In year 2000, National Foods started exports to Australian markets and most of the consumers were non Asian. In 2006 the company celebrated the opening of additional facility in Port Qasim in more than 10 acres with state of art labs and machinery. Vision Statement of National Foods Limited 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.

Mission Statement of National Foods Limited
* National Foods must focus on customer’s needs and serve them with quality products at affordable prices at their doorsteps. * Our products must be pure and conform to international standards. * Our research must continuously produce new adventurous products scientifically tested, hygienically produced in safe and attractive packaging. * We must create environment in our offices and factories where talents are groomed and have opportunity to advance in their careers. * We must prove to be recognized as good corporate citizens, support good causes-charity and bear fair share of taxes. * Reserves must be built, new factories created, sound profits made and fair dividend paid to our stock holders through building a reliable brand. ( End of Mission Statement ) National Foods Limited ( NFL )

Abdul Majeed is the founder, director and Chairman of National Foods Limited, he along with Waqar Hasan , a test Pakistani cricketer started the company. Waqar Hasan was the first Managing Director of the company from year 1970 and retired in 2000. Waqar Hasan through his leadership set the fundamentals of good governance and ethics which are still being practiced in the company. ,Abrar Hasan is present Chief Executive of National Foods Limited, a Business Management and Industrial Engineering graduate from Purdue University, USA, joined National Foods Limited in April 1993. As an Information Technology savvy, he has played a pivotal role in re-working and re-defining National Food's mission and strategies. He was promoted to the position of Chief executive on retirement of Waqar Hasan in year 2000. Abrar Hasan’s strength lies in developing people for improved performance and higher productivity, he has always been instrumental in developing human resource on continuous basis. He plans to take the Company forward through people development. He stated that we have professionals working in all departments and we have empowered them to decide day to day working. Strategies are developed by the top team and are approved by the Board which runs the company according to code of Corporate Governance, vision and mission statement of NFL. The evolution of National Food as a brand name itself is an interesting story. The brand design was...
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