STRATEGIC MANAGEMENT ANALYSIS OF

Compiled By: Tanveer M Malik (17122)

Atif Abbas
Faizan Puri - 13368
Mahesh
Submitted To: Mr. Ather Qadeer

STRATEGIC MANAGEMENT ANALYSIS OF

ACKNOWLEDGEMENT

Firstly we would thank The Almighty Allah for giving us the opportunity and the resources to
be able to do something productive with our lives. Without His blessings we would not have
been able to come as far as we have.
Then our sincere thanks to our course instructor Mr. ATHER QADEER for helping us
throughout this report. His guidelines have been very useful for us in preparing this report. He
helped us find new ways of being innovative and creative. This report would not have been
possible without his cooperation and continuous direction.
We would also like to thank Mr. Farrukh, Regional Sales Officer at ENGRO Foods who spare
sometime for us so that we could conduct the interviews with him. It is true that this response in
the interview have been very helpful.
Last but not the least we would like to thank our families for their incessant support and
approval.

STRATEGIC MANAGEMENT ANALYSIS OF

Executive Summary
The report at hand provides useful insight about Engro Pakistan Ltd, a private fertilizer firm that
keeps about 22 % of market share in the milk food industry Pakistan. Established in 2005, a
100% owned subsidiary First investment of dairy plant Processed milk market is growing at
approx. 20% per annum Olpers achieved peak market shares of 12.3% within 6 months of
launch Other products launched Olpers Cream, Olwell High Calcium Low Fat Milk
(Premium Brand) Plans to expand product portfolio Milk processing capacity to increase by
200% to 200 million liters annually Will become the only company in Pakistan covering the
entire milk catchments area Already has the second largest chilled milk collection system in the
country Distribution network to double from 58 towns to 119 towns by the end of 2007JV with
global food major in advanced stage of negotiation Forces in the external environment that
affect companys performance are, political, economic, social and technological whereas
company-specific external forces are Major Players in the food Industry, which are ten in
number; Nestle being the leader with 41 % market share. Typical packed milk consumers are
the children. Therefore, Engrofoods has a large number of consumers throughout the country.

After the introduction The EFL mission and vision statement, External and Internal audit
Steeple analysis, Situational analysis (SWOT analysis), CPM, IFE & EFE Matrix. BCG
matrix and at the end FINANCIAL RATIO ANALYSIS of the company has also been done.
The company core competencies also discussed. Finally, certain recommendations are also
given at the end of the report.

STRATEGIC MANAGEMENT ANALYSIS OF

About Engro Foods:

Engro Foods Limited was officially launched as a fully owned subsidiary of Engro in 2004.
Engro foods is subsidiary of Engro Chemical Pvt. Ltd. which is one of the most reputed
enterprises in Pakistan with more than 40 years of diversified business operations in the areas of
fertilizer and chemicals. Engro Chemicals, formerly known as Exxon, was taken over by the
employees and reamed Engro. Since then, it has diversified into many fields owning and
operating subsidiaries like Engro Asahi, Engro Vopak, Engro Pak tank, Engro Chemicals and
Engro Foods. Engro Foods started its business operations in March 2006 and it hasnt looked
back ever since its inception. Within a very short span of 6 years, it has become the house of
five quality dairy milk brands: Olpers Milk, Tarang, Olwell, Dairy Omung and Olpers cream. It
has also entered into the segments of beverages and Ice cream with brands like Olfrute and
Omore. With an acquisition of Al Safa a fast growing and established Halal meat brand Engro
Foods is now venturing into North American market starting from Halal Foods category. The new
organization, Engro Foods Canada Ltd. with a subsidiary Engro Foods USA, LLC, intends to
aggressively grow the business in this market.
Engro Corporation is one of the leading Pakistani business conglomerates with stakes in the
fertilizer, food, power generation, petrochemicals, automation and terminal storage industries.
Having had undergone an employee led buyout in 1992 it has expanded phenomenal in the past
two decades. As a holding company its subsidiaries include:

Engro
Engro
Engro
Engro
Engro
Engro

Fertilizers Limited
Foods Limited
Eximp Private Limited
PowerGen Limited
Polymers and Chemicals Limited
Vopak Limited

The 21st century for Engro Corporation has thus far proved to be the most successful era in the
total life of Engro, from then onwards Engro has only faced success and never looked back, 2003
was the year of the establishment of Engro EXIMP, after which in 2005 Engro decided to diversify
their business more by venturing into the food business by establishing Engro Foods Limited,
which is now experiencing a great success and competing now with international brands like
Nestl and Wall's Ice Cream.
Engro also ventured into the power generation business by setting up Engro Energy Limited in
2006, which later on was renamed as "Engro Powergen Limited" in 2008. It was established with
the basic aim to play Engro's part to tackle the energy crisis in the country.
In year 2007 Engro Asahi polymer divested its share in joint venture with Mitsubishi and the
company renamed as Engro Polymer and Chemicals Limited.
In 2010, keeping in view the immense diversification of Engro Chemical Pakistan Limited, it was
decided to rename the company as Engro Corporation as the holding company.
Our focus is on one industry being Engro Foods limited

Mission Statement:
4

STRATEGIC MANAGEMENT ANALYSIS OF

Engro is progressing day by day because they have a vision and mission that keeps the motivated
and keeps them going. Their mission as they describe as:

Our mission is two fold, to help farmers maximize their farm produce by providing quality plant
nutrients and technical services upon which they can depend. To create wealth by building new
businesses based on company and country strengths in petrochemicals, information technology,
infrastructure, food and other agriculture sectors.

And further describing the adoption fashion they say, In pursuing the mission we shall at all times
be guided in our conduct and decision making by our core values.

Vision Statement:
To be the premier Pakistani enterprise with a global reach, passionately pursuing value creation
for all stakeholders.

Diversified Portfolio of Engro Pakistan:

STRATEGIC MANAGEMENT ANALYSIS OF

Fertilizer Business
Agriculture accounts for 25% of GDP and 45% of employment in Pakistan Second largest Urea
producer of Pakistan .Capacity975 KT/A Market share20% Second highest phosphates sales
(~400KT/A) Market Share 23% ECPLs Margins are by far the best in the industry. Zarkhez
(NPK) Market leader -Capacity 160 KT/A Market Share 95% Urea shortage expected to grow to
1.2 million tons/annum by 2010. Worlds largest single-train Urea plant of 1.3 million tons being
setup at a cost of US$ 950 million. On commencement of operations in mid 2010, cash fixed costs
of the new plant will be a third of the existing plant; scale & brown field synergies Gas
consumption at the new plant will be 15% less than the existing plant. Engros Daharki complex
will become the worlds fifth largest Urea production site; 2.28 million tons, 3 plants.

Engro Energy Limited

Established in 2006-100% owned subsidiary Pakistan is facing growing energy deficit -Energy
consumption has been growing at 7% per annum Setting up a 220 MW gas based power plant at a
cost of $220 million with commercial operation in 2009 Short-listed along with 3othercompanies for
privatization of Jamshoro Power Company
Engro Innovative Automation Limited
Acquired majority stake (51%) in a knowledge based company Innovative Engineering &
Automation Ltd in 2003 Market Leader in domestic Industrial Automation Honeywell distributor in
Pakistan Expanding internationally to synergize, and benefit from lower costs at home and higher
demand abroad Now operating in Dubai, UAE which contributes 25% of revenue and half of the
profit Companys first IP product iboilerlaunched internationally in 2006 Acquired an automation
company in the US in Dec. 2006; mandated to develop outsourcing opportunities

Engro Asahi Polymer &Chemicals. Limited

Established in 1999. 80-20 JV with Mitsubishi Corp. Pakistans only PVC manufacturing plant;
facing buoyant domestic demand since 2006 Successfully placed 22% of sales in diverse export
markets from Australia to East Africa in prior years (2004 2005) Expansion and back integration
underway imported ethylene + new caustic soda plant; EDC/VCM/PVC

Engro Food Limited.

6

STRATEGIC MANAGEMENT ANALYSIS OF

Engro Foods Limited was officially launched as a fully owned subsidiary of Engro in 2004. Using
dairy as a stepping stone to enter into the food business, the Company has established state-of-the-art
processing units in Sukkur and Sahiwal, along with an ice cream production facility in Sahiwal.
Top quality brands like Olpers, Olwell, Tarang, Omore and Owsum have been successfully launched
under the helm of Companys dairy products. To support these brands and their highest standards of
quality, Engro Foods has invested heavily in milk processing and milk collection infrastructure.
Processed milk market is growing at approx. 20% per annum Olpers achieved peak market shares of
12.3% within 6 months of launch Other products launched -Olpers Cream, Olwell High Calcium
Low Fat Milk (Premium Brand) Plans to expand product portfolio Milk processing capacity to
increase by 200% to 200 million liters annually Will become the only company in Pakistan covering
the entire milk catchments area Already has the second largest chilled milk collection system in the
country Distribution network to double from 58 towns to 119 towns by the end of 2007JV with global
food major in advanced stage of negotiation

Food Industry in Pakistan:

The corporate food industry is in a state of growth, with the increase in average revenue being in
excess of 25 per cent last year. This growth is based on market penetration of largely urban areas and
some export markets.
With deeper penetration countrywide, the sector has enormous potential for growth and can
contribute more than the current 20 per cent of manufacturing GDP.
The companies chosen for consideration include Clover Pakistan, Engro Foods, National Foods, and
Unilever Foods.
The food and its allied products industry is considered Pakistans largest industry, and is believed to
account for 27 percent of its value-added production. Trade sources estimate the sector's total value of
production is over rs.46 billion (rs.58.00 equal usd 1.00 at the current exchange rate). Pakistans food
industry produces cooking oils, hydrogenated vegetable oils, sugar, flour, dairy products such as milk,
butter, yogurt, cheese and ice-cream, biscuits, breads and confectionery, fruit juices and fruit juice
drinks, carbonated beverages, snack foods based on rice, potatoes, corn and pulses, processed
chicken, jams, jellies, squashes, sauces, pickles, and some cereals and canned fruits. The fish, meat,
fruit and vegetable sectors are underdeveloped partly for lack of adequate infrastructure, including
storage and transportation facilities. Government policies and plans are expected to greatly increase
the development of seafoods industry. Development and implementation of milk standards is also
essential to define milk price based on quality. Dairy science and technology education universities
also need to support industry in dairy breeding, nutrition, industrial management and product quality.
Presently no under-graduate program is available in the country to support this sector. Presently,
Pakistan has only a few scholars in prime principles of dairy science including animal breeding and
genetics, dairy nutrition, dairy management, and dairy technology to support and develop dairy

STRATEGIC MANAGEMENT ANALYSIS OF

industry. It is essential because the veterinarian could only provide support to the animal industry
developed on the animal production science principles. Animal or dairy production science is
altogether a different subject than that of veterinary education.
In conclusion, development of dairy cooperates, restructuring of Extension; research and educational
institutions could perk up rural oriented dairy sector to market oriented dairy industry that guaranteed
food security social and economic growth in Pakistan.

Engro Foods:
Engro Foods Limited (EFL) was established in 2005, and is the newest entrant in our analysis. The companys
first venture was in the dairy market, with milk products like Olpers and Tarang, later moving into milk and
fruit beverages, and the ice cream market.
The company further leapt into the halal foods industry, by acquiring a leading meat brand in North America,
Al Safa.
EFL has displayed growth consistently, with revenue growth of 53 per cent in 2011, and growth clocked in at
31 per cent till the third quarter of 2012. The company turned its first Profit After Tax in 2010, and has
recorded average annual PAT growth in excess of 100 per cent since then. PAT grew more than 400 per cent in
2011, and has already grown 142 per cent by the third quarter of 2012. Gross Profit Margin has grown
consistently, from 7.19 per cent in 2007 to 22.20 per cent in 2012, while PAT margin has grown from a loss of
-17.5 per cent in 2007 to 5.51 per cent in 2012. While the company is highly leveraged, Long Term Debt to
Equity stands at 43.7 per cent.

Our Brands:

STRATEGIC MANAGEMENT ANALYSIS OF

Our Affiliates

Core Values:
o
o
o
o
o
o
o
o
o

Leadership
Innovation
Diversity and International focus
Quality and continuous Improvement
Candid and open communications
Individual growth and development
Enthusiastic pursuit of profit
Ethics and integrity
Safety, Health and Environment

Vision:
"Our vision is to become a fast expanding mega foods company. To achieve our vision, the
company will initially focus on dairy by investing a substantial amount in plant, milk collection
capability and marketing. We are making concrete efforts to expand in and beyond Pakistan;
through strategic international alliances, to eventually become global."

Mission:
(Our mission is twofold) To help farmers maximize their farm produce by providing quality plant
nutrients and technical services upon which they can depend. To create wealth by building new
businesses based on company and country strengths in Petrochemicals, Information Technology,
Infrastructure and other Agricultural sectors. In pursuing the mission we shall at all time be guided in
our conduct and decision making by our Core Values.

Objective and goals

STRATEGIC MANAGEMENT ANALYSIS OF

Engrofoods main objectives are to supply everyone their favorite olpers Milk and to satisfy the
consumer needs and wants. Engrofoods second main objectives are to provide profit to the
shareholders and increase the market share.
EFL dreams to be BIG. We want to be a major player in the food industry which is also evident in our
vision, "Elevating Consumer Delight Worldwide". EFL wants to challenge the industry norms and
surprise whoever has eyes on EFL.

ANALYSIS OF MISSION
Component of mission
statement
Customers
Products or services
Markets
Technology
Concern for survival,
growth, and profitability
Philosophy
Self-concept
Concern for public image
Concern for employees

Description
Who are the firms customers?
What are the firms major products?
Geographically, where does the firm
compete?
Is the firm technologically current?
Is the firm committed to growth and
financial soundness?
What are the basic beliefs, values,
aspirations, and ethical priorities of the
firm?
What is the firms distinctive
competence or major competitive
advantage?
Is the firm responsive to social,
community, and environmental
concerns?
Are employees a valuable asset of the
firm?

Addressed or not?
yes
yes
yes
no
yes
yes
yes
no
no

STEEPLE Analysis
No organization exists in a vacuum; the environment within which the firm has to operate will
affect the way that strategy is both planned and carried out and changes in the environment is also
the most likely reason for making changes in the strategy. Changes in the environment are also the
most likely cause of failure of strategic plans. The most carefully calculated strategy would be able
to drive the market in the favor of the organization and will maneuver the external environment in
the best possible way. Engro Foods like all the organizations they also have to face such kind of
10

STRATEGIC MANAGEMENT ANALYSIS OF

environment which is very dynamic. Being in the market as a challenger they have to face all the
external factors and have to cope up with them accordingly

S - Social Factors
Engro food has helped to bring about a change in life style of the Pakistani People by introducing
UHT Milk, as the literacy rate is improving and it is resulting in a better awareness of the olpers and
Tarang UHT treated milk and is helping them improve their sales and Milk with its basic benefits
has helped improve the image and more usage has been seen in the past years. Special awareness
Campaigns can also be launched and can help portray a better image of the product in front of the
customers. The attitudes of the people are also changing with the passage of time so as a result the
usage of open gawala milk is changing and people are opting out the usage of standardized packed
milk.

T - Technological Factor
The type of the technology available within the industry states the competitive environment because
creative use of new technology is what often gives firm there competitive advantage. This
environment does not change that much quickly but the changes that come are strong enough that
can change the way the industry is currently running. Haleeb production process uses UHT (Ultra
High Treatment) technology. Engro food administrators claim that their plant adopted the latest
technology for milk processing and thus it had an edge over other around twenty plants in
competition including Haleeb, Milkpak as all other plants were based on obsolete European
technology. The idea behind UHT investment was to provide consumers with the best quality of
packaged dairy and food products that no other company can produce.

E - Economical Factor
Engro Foods is strongly affected by both the Economic and the Demographic environment around
and have to keep on taking different steps to respond accordingly. There is no sales tax on the milk.
Hence it is a real plus point. Material supply and shortages are faced by the company for both
11

STRATEGIC MANAGEMENT ANALYSIS OF

Packaging and for the product it, as milks production is seasonal and keeps fluctuating and
adequate steps are required to be taken in order to keep it working smoothly. Haleeb also dont
charge interest on its products which also makes a huge difference economically.

E - Environmental Factor
As, the environment always effect the way strategies are being carried out and implemented. Engro
Foods like all the organizations they also have to face such kind of environment which is very
dynamic. Being in the market as a challenger they have to face all the external factors and have to
cope up with them accordingly. Haleeb have the strategies to positively engage the staff in work
and boost up their moral. Engro food has a friendly environmental culture within the organization to
make their employees comfortable and to deal with the external problems. There are few seasons in
which the availability of milk reduces that effect the production of milk and left Engro food with
fluctuated sales.

P - Political Factor
Engro food also abides by the rules formed by the Government and set their strategies that are
according to the laws and legislations of the Government they are working under. Tetra Pack (brick
pack), that was for the first time that milk came in that form soon followed by the Nestls Milk Pak
which as a multinational rocked the UHT Milk industry of Pakistan. They are not actually bound
under any sort of trade agreements. As far as the employment laws are concerned Engro food
abides to laws set by the government for trade policies, government policies and completes its
responsibilities in a better manner.

L - Legal Factor
Engro foods always stand by the rules and legal conditions imposed by the Government and set
their strategies that are according to the employment laws and legislations of the Government they
are working under. Engro food always keeps its department updated about what is happening in the
sector or milk industry, and that will help them to make their strategies accordingly. Engro foods

12

STRATEGIC MANAGEMENT ANALYSIS OF

have the legal laws like, Minimum wage, working time, Food stuffs, Engro foods dont believe in
Under 18 working, Occupational/ industrial Training, Environmental regulations, Consumer
protection Industry-specific regulations etc.

E - Ethical Factor
Engro foods are well renowned company operating in the milk industry since 2002. And the reason
for this is importantly their ethical values. They dont sale on credit or on interest because they
consider it unethical and not according to the law of our religion.

ii.

PORTERS FIVE FORCES MODEL

Porter Five Forces Model:

13

STRATEGIC MANAGEMENT ANALYSIS OF

Bargaining power of suppliers:

Raw milk is a standard commodity and it can be available easily. There is large number of milkmen
and if one refuses to supply, then the company can buy it from others.
Also, the bargaining power of suppliers is low because the company buys in large quantity and so
supplier are not left with option of bargaining.
Availability of substitutes:
This is quite straight forward and simple as there are large number of substitutes in the food
industry. Almost every company is almost producing the same or similar products like the biggest
example is NESTLE.
Competitive rivalry:
The food industry is highly competitive. There are large numbers of competitors with almost the
similar products. The companies with best customer service, greater efficiency and quality will win
out in this game as the best players.
At this point in time NESTLE is the biggest competitor but another player that is GOODMILK has
entered in the game.
In the long run I suppose more conglomerations between companies rather than spending or
investing on advertisement in the initial stages.

Threat of new entrants:

Entering in food industry requires large amount of investment therefore companies like Engro are
fearful of being squeezed out. But still competition is fearful from good milk and Nesvita.
Competing in new industries require large investment and especially in packaged food business
large amount of financial, human, technical and marketing resources will be needed. Also, the new

14

STRATEGIC MANAGEMENT ANALYSIS OF

entrants may have a barrier of entering with economies of scale or either to have a cost
disadvantage.
Bargaining power of buyers:
The individuals have some power because of competition by Haleeb and Goodmilk. Also large
clients of Engro like airlines and retailers they have much bargaining power. But Engro has made
its place by its backward integration and superior customer services and quality.

SWOT Analysis
Strength:
Engros back.
Olpers is a brand of ENGRO foods. This means that consumers can relate their former image of
ENGRO foods to Olpers. ENGRO is a well established brand name in Fertilizer, IT and
infrastructure business. The brand is well known so customers will automatically have a brand
association with Olpers and see it as a premium quality product. ENGRO is world renowned so it
can easily attract foreign investors in backing it against other competitors such as Nestle. ENGRO
foods can easily afford research and development costs for Olpers have in order to introduce new
products. It can also distribute the brand through better channels because of its long term
relationship with distributors in the agriculture sector.
PR with farmers
ENGRO has been interacting with the farmers for fertilizers and has gained quite a good reputation
over the years. It has led to a strong bond and long term relationship with the farmers who are
willing to supply milk to the company. This is an added advantage and strength for the company

because it will never be short of milk production. The farmers also wont have to look elsewhere to
sell their milk.
Positive response from customers

15

STRATEGIC MANAGEMENT ANALYSIS OF

In first year, EFL crossed 1.4 billion sales figure which shows customers satisfaction upon EFLs
products. 4. Its taste, quality proposition and world-class quality proposition system.
Strong consumer & product research
Olpers done a strong consumer & product research before and after launching the product. This has
provided them the perfect launching pad to eventually emerge as a global player in the food
industry. To develop its future portfolios, EFL has hired various global research partners like AC
Nielsen, Mindshare, JWT Asiatic and MARS marketing and advertising agencies.
Third-Generation Plant
EFL only, has the third-generation UHT milk plant in the country. EFL plant is the only plant in
Pakistan that uses Bactofuge technology to virtually eliminate bacteria and ensure premium quality
and hygiene. Moreover, it is also setting up another milk processing plant in Central Punjab
(Sahiwal) with an investment of Rs. 2 billion (US $ 33 million).

Worldwide fame of Engro.

Efficient milk collection system.

Keeping high quality standards.

Integrated distribution and warehousing facilities.

Successful related diversification.

Generic brand name of Olpers

Large market share of Engro innovative and chemicals.

Having Good reputation in the market by strong brand name i.e. Engro

Weaknesses
Olwell TVC
Olwell ad which is based on Western life style, ENGRO foods brand management showed a man
who put off his clothes & remain just in his undergarments, or half nude lady in a cat walk or men
admiring the figures of a lady in mix gender health club. In this ad they are creating associations
with the brand through the stripes, which is a highlight of Olwell packaging. Half naked people

16

STRATEGIC MANAGEMENT ANALYSIS OF

have been shown with tattoos of the same stripes in order to show that they are loyal consumers of
Olwell. Also, the talent, situations and locations connects well with the ad to give Olwell a premium
positioning. The brilliant marketing people at ENGRO Foods failed to analyze is that the market
they are targeted the ad on, is Pakistan, where practicing Muslims reside, who have strong religious
beliefs. When making the ad, the brand managers were focused on, making an ad that should give
the brand the most premium look and feel amongst the target consumers but on the other hand they
were least bothered about the ethics, religious beliefs and cultural values.
Owning Red Color
The company has not owned the color red like Nestle has a green Milkpak; Haleeb has a blue
carton etc. This may create problems because when a consumer enters a grocery shop, then he/she
might have problems in recalling the brand because there is no color association attached to
Olpers. The company may need to find a suitable color in which to focus its upcoming marketing
strategies.
Low Quality Milk
EFL is not having its own dairy farms; it largely collects loose milk from farmers & gwalas through
its 40 milk collection centers, which sometimes is of low quality and impure because they add
vegetable oil to milk to get higher prices.
Packaging
EFL is dependent upon Tetra Pak for the packaging of its entire dairy products. Tetra Pak is the only
option available to Olpers for packaging because it is having monopoly in the packaging sector in
Pakistan. Due to this reason, Tetra Pak can charge them higher and it could increase the production
costs.
Milk collection & distribution costs
EFLs 34 out of 40 milk-collection centers are located in Punjab, where as its only milk processing
facility is situated near Sukkur (Sindh). It increases the milk collection & distribution costs; and
also increases the chances of milk getting spoiled because of increased traveling time.
Narrow brand portfolio
It has been more than a year now, when EFL launched its first dairy product, Olpers Milk on
March20, 2006. But EFLs brand portfolio still consists of just 3 products i.e. Olpers Milk, Olwell
Milk and Olpers Cream. Whereas its competitors like Nestle and Haleeb Foods have a much
diversified line of dairy products.

Unable to compete in price sensitive segment of UHT milk market.

Under-utilization of the capacity.

Unable to fulfill the demand of local powder milk market.

Not yet ISO certified

Opportunities
Increased funding by Government

17

STRATEGIC MANAGEMENT ANALYSIS OF

Government has decided to increase farmers funding. This is an opportunity for ENGRO foods
because previously due to weather conditions and other reasons there was lots of wastage of milk
but now that can be reduced as farmers will be better able to store milk for longer time periods.
Increased consumption of PLM
Competition may create opportunities for the company because each competitor in the milk
industry wants to increase penetration of processed liquid milk and so they will create awareness
for consumers through different advertising media. This will ensure the increase in the consumption
of processed milk instead of lose milk and so will in turn lead to increase in sales for the company.
Therefore there will be an opportunity for accelerated growth.
Awareness
Growing dissatisfaction with loose milk and increasing awareness about health and hygiene issues
have led to increased processed milk consumption.
Third largest producer of milk
Pakistan is the Third largest producer of milk in the world with a total production of 32 billion liter
of milk a year, whose value is more than that of the combined value of wheat and cotton, from a
total herd size of 50 million milch animals (buffaloes and cows). Livestock accounts for 46.8
percent of agricultural value added and about 10.8 percent of the GDP. Milk is the largest
commodity from the livestock sector accounting for 51 percent of the total value of the sector. Due
to the steps taken by the government and private sector, countrys annual milk production is
expected to grow at an additional 3 billion liters in the next few years. This is quite an opportunity
for ENGRO foods as there is lot of growth in this part of the sector.

Improving Economy

Population growth rate.

High urbanization rate.

High literacy rate.

Flexible government policies for food industry.

Have significant growth opportunities

Has sufficient capital to expand.

Has the potential to innovate and differentiate the company's products to sustain a
competitive advantage

May merge with other global businesses to eliminate competitors.

Having Capable of expanding into other markets of the world

Threats
18

STRATEGIC MANAGEMENT ANALYSIS OF

Competition
Competition may pose a threat because the company will have to maintain its leadership in an
expanding market so that it doesnt lose its market share to its competitors. For Olpers it might be
difficult to penetrate in a market where the loyalties exist for such brands as Nestle and Haleeb.
These brands have been in the milk industry far too long and have left a mark in the minds of
consumers in terms of quality. Competition seems to be getting tougher as a result of new players
entering the dairy market.
Perceptions and Price Differentials
Consumers perceptions and price differentials can cause a threat for the company. It is important
that Olpers comes up to the expectations of the customers and fulfills its conformance quality that
is the company meets its promised specifications. Consumers preferences change with time and
prices might create certain barriers in terms of the profit margins for Olpers. For example, lose
milk is still cheaper than packaged milk and that is also one factor that people still prefer to buy
lose milk.
Has many major global competitors with its main one being Nestle Pakistan, Haleebfoods can be
substituted by other milk producer made by its competitors.
These competitors may develop marketing strategies to eliminate The Engrofoods Olpers. There
may be an economic downturn in the business cycle.

High inflation rate.

Low purchasing power.

Decrease in GDP growth rate.

Increasing interest rates.

Decreasing investment.

Recessionary period in business cycle

Competition with Nestle, Engro Foods and the new entrants.

Engrofoods is currently facing are increase in Sales Tax

INDUSTRIAL SWOT ANALYSIS

19

STRATEGIC MANAGEMENT ANALYSIS OF

Strength

Endowed with the very good breed of buffalos and cows

Highest per capita consumption of milk in Asia

Regular culling of less productive/unproductive animals

A high ratio of agricultural land to agricultural ratio

An emergence of commercial dairy farms on a large scale

Weaknesses

Small and scattered animal holding

Prevalence of traditional raw milk marketing system

Poor quality of milk; lack of remunerative producer price for milk

Milk processing predominantly dependant on obsolete UHT technology

Mushrooming growth of cattle colonies in suburban areas; High cost of milk

Production; a long chain of middle men

Inadequate infrastructure and institutional facilities and support

Low utilization of installed capacity of dairy plants

Poor quality of animal health care and breeding services; lack of professional management

Opportunities

Huge unsatisfied demand of milk and milk products.

Substantial scope for increasing milk production through improvement in the marketing
system by ensuring a year round remunerative price to milk producers

Increase consumer awareness of healthy eating

Threats

Unregulated imports of dairy products at cheap prices

20

STRATEGIC MANAGEMENT ANALYSIS OF

Inadequate public and private investment in modernization of the sector

What is SWOT matrix?

The concept of determining strengths, weaknesses, threats, and opportunities is the fundamental
idea behind the SWOT model. To present the model in a more understandable way, scholars came
up with so-called SWOT matrix. SWOT matrix is only a graphical representation of the SWOT
framework.

The above is a schema of how SWOT works. You start at the top level and go down to details.
When this is filled with content, it gets the shape of a matrix, such as Example below:

21

STRATEGIC MANAGEMENT ANALYSIS OF

SWOT Matrix & 4 Strategy Cells for Engrofoods.

Strengths
1. Worldwide fame of Engro.

SUPER SWOT

2.

Efficient milk collection system.

3.

Keeping high quality standards.

4.

Integrated distribution and

Weaknesses
1.
2.
3.

warehousing facilities.
5.

Generic brand name of Olpers

6.

Large market share of Engro

4.

Unable to compete in price

sensitive segment of UHT milk
market.
Under-utilization of the capacity.
Unable to fulfill the demand of
local powder milk market.
Not yet ISO certified

innovative and chemicals.

7.
8.

Having Good reputation in the

market by strong brand name i.e.
Engro
Strong R&D

22

STRATEGIC MANAGEMENT ANALYSIS OF

Opportunities
1.
2.
3.
4.

SO

WO

Increase production of quality milk to As per the increase demand of the milk
EXTERNAL
FACTOR
ANALYSIS
cater the unsatisfied
demand(S2,O2,O7)
they should fulfill the demand as EFL
have the ability to expand.(W3,O8).

Population growth rate.

High urbanization rate.
For Engrofoods
High literacy rate.
They
should
increase their ANALYSIS
exports(S1 They should make a strong distribution
INTERNAL
FACTOR
Flexible government policies
O7).
system to cater to avail the full benefit of
for food industry.
the growing market.(W3,O2)
For Engrofoods
5. Have significant growth
They should cater the wide range of
opportunities
Key Strategic Factors unsatisfied
Weight
Rating
Weighted
Scoremarketing
demand by improving
their They should
adopt affective
6. May merge with other global
distribution networks. (S4 , O5)
strategies for the promotion of their
STRENGTHS Rating product.(W2,O1)
Key Strategic
Factors
Weight
Weighted Score
businesses
to eliminate
Brand Image
0.08
4
0.32
competitors.
7. Having Growing
Capable of expanding
Sales
0.03
3
0.09
OPPORTUNITIES
into other
markets
of
the
world
Market Share
0.05
3
0.15
Threats Distribution Channel
ST
WT
0.08
4
0.32
Availability
0.1
4
0.4
1. Raw
High Material
inflation rate.
Product
Quality
0.07
3
0.21
Invest
more
on
the
dairy
product
line
as
The
co-ordination
between different
2. Low
purchasing
power.
Market
Capitalization
0.08
3
0.24
there
is
still
a
large
chunk
of
the
market
departments
of
EFL
should
0.08
4
0.32 be improved it
3. Decrease inCapacity
GDP growth rate.
which require
modernization(S6,T5) 2
will lessen the bureaucratic
cost and
Diversification
0.07
0.14
4. IncreasingInnovation
interest rates.
0.04
3
0.12
increase the efficiency of the company.
5. Decreasing
investment.
Exports
0.21
Introduce0.07
new technology for quality
Customer
Oriented
0.02
33
0.06
6. Recessionary period in business assurance and better productivity(S4,T7)
Qualified
0.01
31
Haleeb Work
Bottleforce
0.04
0.04
Engro must get 0.03
the
ISO certification
cycle
R
&
D
0.05
4
0.2
as
to
beat
their
competitors(W4,T8)
7. Competition
with
Nestle,
Engro
Credit Policy
0.06
2
0.12
Foods
and the
new entrants.
Business
without
Interest
0.02
3
0.06
Joint isVentures
0.06
3
0.18
8. Engrofoods
currently facing
Exporting
0.06
4
0.24
are increase in Sales Tax
THREATS

WEAKNESSES

Local Company
New Entrants
Centralized
Decisions
Changing
Season
No Sales on
Credit
High
Price
Sales Tax
Uncertain Economic &
Suppliers
Political
Conditions
Economic Conditions
Market Demand
Price Sensitive People
Striker Terms And
Gawala Milk
Conditions
Small Target Market
Promotion
Total
Total

0.05
0.08
0.09
0.05
0.06
0.05
0.06
0.07
0.03
0.05
0.05
0.06
0.1
0.03
0.05
0.05
11

1
23
22
23
13
2
2
2
14
2
2

0.05
0.24
0.18
0.1
0.12
0.1
0.18
0.21
0.03
0.1
0.1
0.12
0.4
0.03
0.1
0.1
2.78
2.83

23

STRATEGIC MANAGEMENT ANALYSIS OF

OLPERS

NESTLE

HALEEB

Critical Success Factors

Weight

Rating Score

Rating

Score

Rating

Score

Research & Development

0.08

0.24

0.24

0.32

Advertisement

0.09

0.24

0.36

0.27

Financial Position

0.09

0.27

0.27

0.27

Market Share

0.07

0.14

0.28

0.21

Product Quality

0.08

0.24

0.24

0.24

Price Competitiveness

0.11

0.33

0.33

0.22

Management

0.10

0.30

0.40

0.30

Global Expansion

0.08

0.24

0.32

0.24

9
10

Customer service
Sales And Distribution
Network

0.06

0.18

0.18

0.12

0.09

0.27

0.36

0.27

11

Production Capacity

0.07

0.14

0.21

0.28

12

Alliances
Total

0.08

0.24

0.32

0.24

1.0

2.76

3.51

2.98

Competitive Profile Matrix (CPM)

FOR ENGROFOODS:
REASONS

24

STRATEGIC MANAGEMENT ANALYSIS OF

The IFE matrix for AFL is given above. Note that the strength for the company is Research and
Development, Pakistan based and having a highest production capacity so got 4 rating. The major
weaknesses are Price competitiveness customer service and planning for the future state of the AFL.
The total weighted score of 2.76 indicates this large milk Production Company is above average in
its overall internal strength. But its very close to average limit as well. So it really needs to
improve its weaknesses and build its strength.

CORE COMPETENCIES & KEY SUCCESS FACTORS:

There are several core competencies of EFL given below;

EFL foods Pvt. Ltd has been able to build a good brand name in a number of years. There are
several consumers who are loyal to the brand and do not shift to other brands. Building a good
brand name is not easy. It takes years to build a brand image by providing the best quality to its
consumers which Haleeb Foods have done. They have consistently delivered which provides a
competitive advantage to the company of having a good name in the market.

EFL. Is only the recognizable food company which is doing business without interest, which
means that they do not take loan or take advantage of the interest income which they can easily
do? If they want loan and they cannot find anyway out they go for Islamic Financing like
mudarba and musharka. It is their strength as majority of the people in Pakistan are Muslims
and Muslims are advised to remain away from interest income.

EFL has one of the most modern plants which has the latest technology and has a high
production capacity. They produce 80,000 liters of milk in a day which is not a small

amount of milk. They have an advantage of higher production as people are demanding more
and more packed milk so they can meet the increasing demand easily.

25

STRATEGIC MANAGEMENT ANALYSIS OF

HFL has one of the most extensive distribution networks across the nation. It has one of the best
distributions if we compare it with other major players like nestle and all because EFL has over
600 distributors across Pakistan which enables them to deliver their products into far of small
towns as well as villages. It is their major strength which is driving their revenues very quickly.

KEY SUCCESS FACTORS:

Research & Development

Financial Position

Market Share

Product Quality

Price Competitiveness

Management

Global Expansion

Customer service

Network Sales And Distribution

Production Capacity

Alliances

COMPETITIVE ANALYSIS
The strategic priorities of Nestle Pakistan are claimed to be focused on delivering shareholder value
through the achievement of sustainable, capital efficient and profitable long-term growth.
Improvements in profitability would be achieved with due respect to quality and safety standards at
all times.

In line with the above objective, Nestle Pakistan aims at growing into a number one food company
in Pakistan in the shortest possible time with the unique ability to meet the needs of consumers of

26

STRATEGIC MANAGEMENT ANALYSIS OF

every age group - from infancy to old age, for nutrition and pleasure, through development of a
large variety of food categories of products with highest quality.
Nestle Pakistan envisions that the company should develop an extremely motivated and
professionally trained work force, which would drive growth through innovation and renovation.
Special training programs have been designed for employees at each level to keep up with and
develop this vision.
The study concludes that Nestle has a significantly high growth rate (36%) and has grown and
developed at a high pace in short span of time. On the other hand Haleeb has a market share of
28%. And Engrofoods having 21% the major contributor toward this growth and development are
human resource, marketing and sales departments. The major contributor is its appropriate strategy
particularly its relationship with the social and environmental sectors. Perhaps this is the reason that
it in spite of being a multi-national has been well accepted in Pakistani culture. There are ample
chances of its survival in future.

Keeping new players such as Olpers, and the old ones like Haleeb, Nestle focused more on
advertising.

Nestle have been experiencing a constant increase in cost with raw material contributing the
larger part of this increase. Haleeb having their own suppliers so the raw material cost is bit
low.

Nestle maintained its value of gross profit margin around or above 30% to ensure that it has
a strong control over its costs, and the efficiency of production. But on the other hand,
Haleeb faced a bit of down fall when Olpers introduced their campaign.

27

STRATEGIC MANAGEMENT ANALYSIS OF

Strategy adopted for Market growth

Engro Foods are using different strategies at the same time to gain market share and to create sound
image of the products and company in the minds of the customers.
The company adopting following strategies:
1. Market Penetration (Olper and Omore)
2. Product Development (Olwell, Omang Lassi and Olfrute)
3.

Market Development (Targeting almost all regions in Pakistan)

BCG Matrix Model

The BCG matrix or also called BCG model relates to marketing. The BCG model is a well-known
portfolio management tool used in product life cycle theory. BCG matrix is often used to prioritize
which products within company product mix get more funding and attention.
The BCG matrix model is a portfolio planning model developed by Bruce Henderson of the Boston
Consulting Group in the early 1970's.
The BCG model is based on classification of products (and implicitly also company business
units) into four categories based on combinations of market growth and market share relative to the
largest competitor.
In order to elaborate the BCG matrix, we have chose Engro foods limited. Though Engro has a
number of other business in which it involve but in this report we have focused only in one business
unit of Engro which is Engro foods limited. Engro foods have launched six major brands since 2004,
year of establishment of Engro foods. In these six major brands five are dairy products. In year 2010,
Engro has launched Olfrute which is a fresh juice product by this particular company. In this report,
we have categorized all the six major brands of Engro foods into four categories of BCG matrix.
The decision of this categorization has been made on the basis of two major things that are market
share and the growth in the market.

28

STRATEGIC MANAGEMENT ANALYSIS OF

BCG MATRIX

Stars:

Question Mark:

Omore, Olfrute, Tarang, Dairy

Omung,

Olpers light, Tarang dobala,

Olpers cream

Cash Cows:

Dogs:

Olpers

Tarang Powder, Tarrka

Stars
In the BCG matrix, We have placed two products in the star categories that are Omore andTarang as
the growth rate of these two products are quite high as you can see in the table-1.Beside this the
market share is also increasing. As both of the products are relatively new in the market as
compared to its competitors and the market share is not so well but still in this shortage period this
growth rate and the market share is incredible. There is a lot of potential in both of these products
and company can increase its market share by massively investing in these two products. Investing
Strategy must be used in order to constant the growth, the company must constantly invest in order
to grow the current level of market share.

29

STRATEGIC MANAGEMENT ANALYSIS OF

Cash Cows
Olper is one of the well renowned brands by Engro foods and this has lead to a drastic change in
the diary industry of Pakistan. Before Olper, haleeb and milk pack had the monopoly in the tetra
pack diary industry but after the olper success a lot of other brands like goodmilk, nurpur etc got
enter into the market. Now the market of the Olper has a relatively high market share and the
third largest milk producer in Pakistan.
Olper milk and cream come under the same umbrella of brand name Olper. Harvesting Strategy
should use and Engro should milk its cow for the Omore and Tarang in order to increase their
current market share.

Question Marks
At the end of year 2010, Engro food has launched its first juice brand name Olfrute.Olfrute has
relatively low market share but the growth potential is quite high. Olfrute is facing atough
competitor with a strong brand name of Nestle. The initial promotion and the sales figures depict
that it can be a successful product but still the results of this brand has yet to come. In this
particular period Engro food has also launched flavored milk with brand name Owsum. Though

30

STRATEGIC MANAGEMENT ANALYSIS OF

the experiences of haleeb in the case of Candia was bitter, now just see what Engro will do in
order to make this brand a success.

Dog
Engro has lauched a brand with the name Olwell with high calcium and low fat. This has get a great
failure and the market share of Olwell as compared to Nesvita is quite low beside this its sales are
started decreasing as compared to the previous year figures.
Divesting Strategy can be used as from the past two years the market share has been started losing
and also the there is slow market growth for this product.

31

STRATEGIC MANAGEMENT ANALYSIS OF

ENGRO FOODS BLUE OCEAN STRATEGY

Engros drink products are already available at grocery stores, many convenience stores and also
several drug stores as well, so the customers do not have to exert energy to find these products. In
addition to fun drinks and dairy products however, Engro can also offer healthier options for kids
such as kids essentials and carnation instant breakfast. The business idea should be childrens
version of instant breakfast.
Other competitors such as Nestle already produce carnation instant breakfast, geared towards adult
health needs and not for children. Since the current formula for children instant breakfast is in the
market as well by other foreign companies but most buyers could not afford to buy because they are
very expensive. It would be very important for the Engro to make it possible in the market for the
children version to remain cheap and affordable for most buyers budgets.
Since the carnation instant breakfast for children is already catering the market, so the new
product of Engro foods must be able to also meet cost targets. Here is a free region available for
Engro to imply blue ocean strategy, so they can provide a better quality children food at a low cost.
There are certainly options available in the market, but none of them offers real meal replacer. So
the whole new market is open for the Engro foods to reach out those parents of junky eaters, and
particularly to a segment of children who refuse the tasty and healthy meal.

32

STRATEGIC MANAGEMENT ANALYSIS OF

Achievements
Olpers achieve a lot with in short span of time. In December 2006: Engro Foods Limited has cross
Rs 1 billion in sales for its Olper's Milk, launched in March this year. The Rs 1 billion rupee
milestone was achieved at the end of October, in less than 8 months of the launch of the new pack
milk brand and by the end of 2007; the sales figure is expected to reach Rs 1.4 billion.
In a statement issued here, the marketing director of Engro Foods Ltd, Ali Akbar said, "We believe
we have set an all time record as far as sales of a new milk brand are concerned and in a very short
time Olper's has opened in over 50 towns in Pakistan, becoming a national brand."
"This is all the more remarkable since we entered a market with very strong existing players and
our success has come primarily because the people of Pakistan clearly felt Olper's to be a higher
quality product,"
Olpers Milk is produced at the company's modern production facility in Sukkur and goes through
several stringent quality checks starting from the milk collection points, before it reaches the
consumers. He said, the demand for Olper's has come not only from first time users of packaged
milk but also from users of other brands who have shifted to the Olper's brand owing to its taste and
quality proposition and its convenient availability all over the country.
He further added that the company is now in the process of setting up another production plant in
the central Punjab region. Engro Foods had also launched Olper's Cream in last September and is
now poised to further expand.

Engro Foods Expansion on a Bigger Scale.

Engro Foods Limited who had recently set up Dairy industry in Central Sindh (UHT Milk plant) by
investing about Rs one billion, further plans to set up a similar set up in Central Punjab and also
emerging as Food Giant firstly on National Level and secondly as world class International Food
Giant by adding a large number of other food products through investment of $200 million plus,
probably envying to emerge as an international food company on similar lines as NESTLE did. The
company plans exporting its products to central Asia and Middle East.

Dairy science and Technology in Pakistan.

Development and implementation of milk standards is also essential to define milk price based on
quality. Dairy science and technology education universities also need to support industry in dairy
breeding, nutrition, industrial management and product quality. Presently no under-graduate program
is available in the country to support this sector. Presently, Pakistan has only a few scholars in prime
principles of dairy science including animal breeding and genetics, dairy nutrition, dairy
management, and dairy technology to support and develop dairy industry.

33

STRATEGIC MANAGEMENT ANALYSIS OF

It is essential because the veterinarian could only provide support to the animal industry developed on
the animal production science principles. Animal or dairy production science is altogether a different
subject than that of veterinary education. In conclusion, development of dairy cooperates,
restructuring of extension; research and educational institutions could perk up rural oriented dairy
sector to market oriented dairy industry that guaranteed food security social and economic growth in
Pakistan.

SUGGESTIONS AND RECOMMENDATIONS

Following are the suggestions and recommendations for EFL.

The co-ordination between different departments of EFL should be improved it will lessen
the bureaucratic cost and increase the efficiency of the company.

The activities like customer satisfaction day should be performed on regular basis so the
company should know the feedback and satisfaction level of customers regarding the
product and the image of the company.

The shopkeeper complains that EFL is not providing replacement for the expired products,
EFL should provide proper replacement to the shopkeeper to enhance the image of the
company, and create better working relations with such an important stakeholders.

EFL has shifted to branding concept but it really has not adopted it fully, for smoother
working of the different brands, the sales teams should merged with respective brand
management.

There is no check on the performance of the distributor, and this has led to huge problems
in the delivery of many products in some areas of the city.

34

STRATEGIC MANAGEMENT ANALYSIS OF

They should also start to manufacture powder milk in order to meet the domestic demand
and so that it can be helpful in saving the foreign exchange that is expensed in importing
the powder milk from foreign countries.

The company should explore the market potential in a way, so that it can utilize its full
capacity in order to gain economies of scale in the production.

At the moment the company is using focus marketing approach that only that segment is
approached which highly attractive for the company but it should also develop the
marketing program that distinguishes the characteristics of existing available substitutes to
their highly quality & hygiene oriented product.

The company should also develop an integrated awareness plan in order to aware the
people about the quality of the UHT milk as compared to other pasteurized or loose/fresh
milk.

35

STRATEGIC MANAGEMENT ANALYSIS OF

CONCLUSION:

ENGRO FOODS LIMITED is the subsidiary of ENGRO group. Their brands are one of the top
brands in Pakistan in the milk sector. Their products OLPERSMILK ,OLPERS CREAM,AWSUM
FRUIT MILK, OLWELL,TARANG TEA and OMORE ICE CREAM purchased heavily by
customers.
This is due to marketing Strategies, Promotion, price and quality of their products. Above mentioned
are the Marketing Strategies of their products due to which there Revenues increases day by day.
They provide the customers what they want; their distribution channels are vast and their prices are
nominal. These are Reasons for the success of their brands.

36

STRATEGIC MANAGEMENT ANALYSIS OF

REFERENCES
1. Strategic Management concept and cases by FRED R DAVID 12th edition.
2. Marketing Management by Kotler 11th Edition.
3. www.maxi-pedia.com
4. www.olpers.com.pk
5. www.engrofood.com.pk
6. www.engrochemicals.com
7. www.Engro\web search\marketing-sales.aspx.htm
8. www.Engro\web search\about-us.aspx.htm
9. www.google.com
10. www.wikipedia.com

*************************
******************

37