Swot Analysis:

Strengths: Mitchells fruit farms limited are the oldest food processing company of Pakistan. The company came in 1933. This is a distinctive feature of the company because all other food-processing companies start their operations at least after the independence of Pakistan. Now days in Pakistan, Mitchells is the only major company with fully- integrated operations those are having their own growing and processing facilities at one location. Modern, high-volume industrial equipment, professional management and a trained workforce ensure that Mitchells maintained its lead. In 1983, Mitchells golden jubilee was celebrated with great funfair. A chocolate bar, appropriately named jubilee, was launched to commemorate the event. Mitchells is the pioneer in Pakistan for chocolate production. Molded chocolate (praline) is very popular in all over the world but till 2001 no national company was producing molded chocolate in the country. So Mitchells launched molded chocolate with the successful commissioning of a molded line in 2001. The process of toffee making was automated in 2000 with PLC-based machines/systems, to ensure uniform quality of products. Mitchells is the first national company that takes this step. Thus, the modernization of operation has always been top priority with Mitchells. Mitchells is the single national company that has so large product mix.

Weaknesses: The management style that has adopted by the company is bureaucratic. Degree of formalization and centralization is high. The promotion mix of the company and advertisement programs is not very good. It is justifiable to say that company is not so much serious in promoting its brands. The company only enjoying the good repute of the brand name Mitchells. There is lack of short term and long-term decision-making regarding production schedules, purchasing decisions and marketing programs. As we know that there is severe competition in the food industry, but still the availability of Mitchells products is very poor. Company is offering fewer discounts as compare to other relevant industrys companies like Shezan, National, Rafhan, Salmans and Ahmed to retailers and distributors.

Opportunities:

Increasing proportion of working women, school going children and office going men increase the size of target market of the food industry. These factors cause growing demand of jams, jellies, marmalades, sugar free products and canned vegetables and juices open a wide window of opportunities for Mitchells Fruit Farms Limited. As the rural populations of the country tend to migrate to cities for multiple purposes, for this trend enhanced the market size for the food processing companies. It is also an opportunity for the Mitchells Fruit Farms Limited to avail this opportunity and get benefits from this growing market. Now people are much conscious about their health and fitness as before the past. They have tendency to use the foods that are nutritious and best for their health. So this market trend is also creating new horizons for the food processing companies. It is fact that the market size of fast foods and snacks remarkably. As the many products are the complimentary for these kinds of fast food and snacks item. This thing is growing the demand of tomato ketchup, sauces and preserves. There is an opportunity for the company to increase the depths of its existing products categories. For example, company may introduce the squashes, sauces and tomato ketchup in more packaging like in buckets as this strategy has adopted by other competitors of the company. The company may introduce the pet bottle of 1.50 ml like Jam-E-Sheren and Rooh Afza. It will expand the target market of Mitchells Fruit Farms Limited. Other very open opportunity for the company is that the company may invest in new product categories like mineral water, cheese, snakes and other dairy products.

Threats: The competition in the food processing industry is much severe than the past. Now the many national companies are joining hands with multi-national corporations for additional support in terms of marketing activities, production expertise and financial resources.