Shan Foods (Pvt.) Ltd.

STRATEGY DRAFT - 2012 - 2014

Description: Focus on effective marketing 1 Brief Rationale: less focus on products other than recipe mixes and lack of effective promotional campaigns.

Description:H.R issues MUST WIN BATTLES 2 Lack of training and development of lower level employees, as well as there is no proper incentives in terms of lower level employee involvemnet in the decision making process.

Description: Product line expansion/diversification 3 Limited to recipeies only, SHAN has still to capture the market of frozen foods category and other untapped markets of ready made meals.

Description: Market share leader in Pakistan 4 The market of Punjab which is a very lucrative market is still not being catered by SHAN to its best.

REG#

NAME Shayan Ahmed Siddiqui Sana Jamil

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NAME M. Ovais Ashraf Mahrukh Usmani

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NAME Dania Mustafa Qureshi

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NAME

SHAN FOODS (Pvt) Ltd STRATEGY DRAFT - 2012-2014

ALLOCATED MUST WIN BATTLES: Focus on effective marketing Description: Product recall

Brief Rationale: Shan Foods advertises its products on a very seasonal basis. Especially when when it comes to the low running products, this seasonal promotional strategy hurts the market positioning and ultimately, sales.

Description: Promotional campaigns Brief Rationale: Promotional campaigns carried out by Shan foods are very generic in nature. It should carry out focused promotional campaigns for its specific target markets for every product.

Description: Marketing budget Brief Rationale: Major marketing campaigns are carried out in a very occasional basis due to limited marketing budgets because of which, a wide range of Shan's products are left unpromoted, and ultimately obsolete.

Focus on effective marketing

SHAN FOODS (Pvt) Ltd STRATEGY DRAFT - 2012-2014

Description: Biased recruitment Brief Rationale: Recruitements are done on internal references, especially in the lower management level which is challenging the competency of the firm which could be very high if merit based recruitements are carried out.

1 H.R Issues

Description: Training and development of lower management Brief Rationale: Less incentives and technical training of the lower level employees.Less encouragement among the lower level employees to participate in making key product related decisions.

H.R Issues

SHAN FOODS (Pvt) Ltd STRATEGY DRAFT - 2012-2014

ALLOCATED MUST WIN BATTLES: Product line expansion/diversification Description: Product development in unserved product categories Brief Rationale: SHAN still need to focus on a very wide uncaptured markets such as frozen foods or tomato ketchups, soya sauce, cooking oil, mayonnaise and other related food products. It is now being necessary for Shan because National Foods, bieng the strongest competitor for Shan, is working in a very diversed market which could harm Shan's equity.

Description: Adopt house of brands strategy Brief Rationale: House of the Brands strategy should be partially used for its products. Shan still needs its equity to survive, although some diversified products could also be launched upon with a new Brand name. hence, both the strategies could be carried out at the same time and slowly progress towards a complete House of Brands Strategy.

Product line expansion/diversification

SHAN FOODS (Pvt) Ltd STRATEGY DRAFT - 2012-2014

Description: Target lucrative markets outside Karachi ALLOCATED MUST WIN BATTLES: Market share leader in Pakistan Brief Rationale: There is big and lucrative market of Punjab still not being fully catered by SHAN. National has a higher share in Punjab and KPK but Shan have a potential to catere those potential markets.

Description: Modify product taste according to customer preferences Brief Rationale: Usually the taste of SHAN recipes is most preferred by consumers in Karachi and nearby geographic units, but SHAN needs to customize the taste of its produts according to the people residing in different areas of Pakistan, specifically Northern Pakistan.

Description: Improve distribution channels all over country Brief Rationale: Distribution channels of Shan is not that much effective in Punjab and Balochistan which effects the reachability of the product. This effects the market share in those regions because the market for Shan is highly competitive.

Market share leader in Pakistan

Shan Foods (Pvt.) Ltd.

Strategic Action Plans (2012-2014)
First Major Milestone SAP# Description Activity Date Activity Date Completion Resp Exit Point Budget In Millions

1. Focus on effective marketing

Repetittive ads

consulting ad agenicies

1-Dec-12

showing more ads on various channels conducting transit marketing on buses/vans

30-May-13

Marketing Department

lack of funding

5 millions

Transit marketing

consulting brand activation agencies

10-Dec-12

1-Mar-13

marketing and admin department marketing, sales and HR Department

lack of funding

3 millions

Product awarness through sales marketing hiring and training of sales reps

1-Jan-13

increase product awarness

1-Apr-13

lack of skilled human resource

1 million

BAP Description: product recall Brief Rationale: Shan Foods advertises its products on a very seasonal basis. Especially when when it comes to the low running products, this seasonal promotional strategy hurts the market positioning and ultimately, sales.

Foods (Pvt.) Ltd.

Action Plans (2012-2014)

Others Concerned

tv channels

mes to the low running products, this seasonal promotional strategy hurts the market positioning and ultimately, sales.