Professional Documents
Culture Documents
PROJECT REPORT
On
MITCHELL’S
Presented To:
Presented By:
MUHAMMAD IRFAN
MBA 2 ND
SAHIWAL CAMPUS
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Mitchell’s Fruit Farms Ltd
A BRIEF BACKGROUND
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Mitchell’s Fruit Farms Ltd
The trial planting of grapes, which began in 1921 and lasted until 1924, unfortunately,
did not prove to be a success. The vines suffered serious damage from pests during the
rainy season, just when the grapes needed dry weather for ripening. The entire plantation
was replaced by citrus, which fortunately, proved to be profitable. The elder son,
Leonard, was sent especially to South Africa to look for good Rootstock, which was the
foundation of Valencia Orange Trees; these are well established on the farms today. With
the outbreak of World War II, demand for canned fruit and vegetables, for the Allied
Troops stationed in India, began to grow rapidly. To cater this growing demand cost-
effectively, a factory was established in Banglore, South India. A new joint-stock
company, by the name of KISSAN Products Ltd., was registered.
As a sequel to independence in 1947, India Mildura Fruit Farms Ltd lost nearly
75% of its Indian market. The company’s name was changed to Mitchell's Fruit Farms
(Pvt), and the brand name “Mitchell's “ became the exclusive property of the Pakistani
company. Likewise, the Indian company acquired exclusive use of the “KISSAN” brand
name. Francis Mitchell died in 1933 and his elder son, Leonard, became Chairman. After
his brother’s tragic death in an air accident, Richard took over the Chairmanship, in 1949,
and continued in this capacity until his own death in 1987.
The family sold their shares gradually, having inducted Pakistani shareholders in
1957, and retired to Eastbourne, U.K., in 1959. Richard’s wife, Betty, retained her links
with the company in the capacity of Director, until 1991. She died in 1995.
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Mitchell’s Fruit Farms Ltd
COMPANY INFORMATION
BOARD OF DIRECTORS
S.M. Mohsin
Mehdi Mohsin
(Executive Director)
Sitwat Mohsin
COMPANY SECRETARY
Amir Sattar
AUDITORS
Chartered Accountants
BANKERS
Citibank N.A.
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Mitchell’s Fruit Farms Ltd
SHARE REGISTRAR
E-mail: mk@mitchells.com.pk
CORPORATE OFFICE
E-mail: ho@mitchells.com.pk
Website: www.mitchells.com.pk
E-mail: rson@mitchells.com.pk
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Mitchell’s Fruit Farms Ltd
E-mail: rsoc@mitchells.com.pk
E-mail: rsos@mitchells.com.pk
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Mitchell’s Fruit Farms Ltd
Vision Statement
Mission statement
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Mitchell’s Fruit Farms Ltd
In Global World
Globally, in the organized agriculture industry, 2,219 million metric tons of “cereal”
grains, including wheat and rice, were projected to be produced in the 2009/2010
growing season. This represents a slight decrease from the previous season. This number
is from the UN’s Food and Agriculture Organization, publisher of an annual “Food
Outlook.”
World meat production was projected to climb 1.3% during calendar year 2009, to 285.6
million tons. Dairy production was projected to climb 1.6% in 2009 to 699.0 million tons
of milk equivalents.
Aquaculture, or the raising of fish on special farms, has become a massive global
industry. According to the U.N., aquaculture would provide 36.6% of the world’s fish
production during 2009 (142.0 million tons), with traditional commercial fisheries
providing the balance.
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Mitchell’s Fruit Farms Ltd
While extremely high prices for many commodities, including foods, brought a cash
windfall in much of 2006-2008, commodities in general declined dramatically during the
global recession, and the agricultural sector has felt the change. Pilgrim’s Pride, a major
U.S. poultry processor, took bankruptcy in 2008. Smithfield Foods, the world’s largest
pork producer, in February 2009 announced plans to shut six plants and cut production by
10%. Profit margins have been off and exports have been lower at such firms.
The global financial crisis has created vast new challenges to all parts of the food
industry. Restaurant sales have been dismal in developed countries, as consumers cut
back on discretionary purchases and return to simpler, made-at-home meals. Large
numbers of U.S. restaurant firms have taken bankruptcy in recent months, including
national chains such as Bennigan’s, Steak & Ale and Buffets Holdings, Inc., owner of the
Country Buffet and Ryan’s restaurants.
Throughout much of the world, technology and globalization have revolutionized the way
that we grow food, as well as the way that we transport, process, package, purchase and
cook it. Waste and spoilage are reduced (but still a problem) thanks to innovations like
flash freezing, interstate highways and refrigerated trucks. Furthermore, it’s an everyday
occurrence for consumers in the U.S., Asia or Europe to pick up strawberries from New
Zealand or mangos from Mexico in the fresh produce section of the local supermarket.
Globalization has led to the rise of massive multinational food processing companies like
Nestlé and Kraft, which often sell their foods under local names in local languages, after
producing them in regional factories worldwide.
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Mitchell’s Fruit Farms Ltd
In North America, Asia, Europe and elsewhere, producers and retailers of foods
(including restaurants) are now faced with the challenge of positioning their brands to
represent consistent quality and safety. Companies that rise to this challenge will have
significant competitive advantage. This food “safety” positioning will go hand-in-hand
with growing demand to satisfy additional consumer concerns about environmentally-
sound food production methods, fair trade, fair use of labor and humane treatment of
agricultural animals. All food processors, grocery distributors and retailers, including
supermarkets and restaurants, would do well to study the practices of the handful of
companies that have boosted their brands in this regard with superior results, particularly
Whole Foods and Starbucks.
Health and convenience were the buzzwords driving the global food industry in 2009,
according to an article in April 2009’s Food Technology magazine, published by the
Institute of Food Technologists, a non-profit group of food scientists. One of the top 10
food trends for the world was “low fat,” which regained its place as the most influential
food label claim. 63% of consumers chose products promoted as low fat, while 55%
bought foods labeled low in saturated fat. These compared with 40% purchasing items
labeled as low carb. The article also pointed out that 71% of consumers most frequently
checked food labels for total fat content, compared with 40% checking for total carbs.
Quick Fix: People want to eat at home: 77% of all dinners in 2004 were eaten there,
but people want less hassle in the kitchen. Easy to prepare and ready to eat are key
ingredients for most of us. We should expect to see more ultra-quick foods, bagged salads
and side dishes.
Drive-and Go: More of us are ordering take-out from full-service restaurants like
Applebee’s. Take-out sales from these restaurants account for almost 10% of sales. More
than half of Americans eat this way during the week.
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Mitchell’s Fruit Farms Ltd
Inherently Healthy: Consumers are increasingly choosing naturally healthy foods such
as fruit, vegetables, salads, nuts and yogurt. Fruit is now America’s second-favorite
snack.
Fancy: People are choosing premium, gourmet foods. Fish, in particular, is undergoing
something of a gourmet makeover.
Farm-Friendly: Organic and natural are hot, so is fair trade. Expect cocoa to follow on
the heels of coffee and tea.
Layering of Flavors: Flavored oils and vinegars, pairings of fruity and tangy flavors,
Asian, Central American and Latin American flavors are in vogue.
Low, No, and Less: Low fat trumps low carb in what people seek in labels. Trans fats
are on their way out. Demand for low calorie and light products will continue to grow.
Watch for allergen-free claims on food labels.
Global Gangbusters: Many of the same issues affecting Americans affect overseas, too.
Health and convenience loom just as large.
These trends are promising, so long as the food industry remains willing to offer
convenience without compromising on the demand for healthier food. Fads will come
and go, and the government will continue to scrutinize health claims made by food
manufacturers. The ageing of baby boomers is driving the food.
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Mitchell’s Fruit Farms Ltd
In Asia Region
Possessing over half the world's population and some very robust economies, the
Asia/Pacific region has become a linchpin for many of the world's top food and beverage
companies.
Top Asia/Pacific food and beverage companies are imbuing a decidedly Western taste,
look and feel onto their respective markets. They're doing so with the people that know
the West the best - the leading U.S. and European food and beverage processors.
Alliances between the leading Asia/Pacific companies and top U.S. and European food
and beverage companies - largely through product licensing agreements - continues to
help shape the future of this vast region. The result: A consistent shift in consumption and
shopping habits for Asia/Pacific consumers. Western-style foods brought about by
changing lifestyles are being woven into the culture, underpinned by the impact of
developments in retailing, merchandising, packaging and advertising.
In scanning the top 10 companies in Prepared Foods Asia/Pacific Leading 50 food and
beverage companies, just about all have forged distribution and/or licensing agreements
to market and sell such Western stalwarts as Budweiser, Coors, Early Times, Beefeater,
Miller Genuine Draft, Nabisco and Kellogg.
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Mitchell’s Fruit Farms Ltd
Tokyo, Japan - Wines and liqueurs, brewing, dairy processing KEY BRANDS: Jive,
Nippon Blend, Koiwai
Kirin is the largest brewer in Japan with a domestic market share of about 50%, and is the
third largest brewer in the world. It sells whiskies through a joint venture with Kirin-
Seagram Ltd.
Tokyo, Japan - Beer, whisky, breadcrumbs, fruit drinks KEY BRANDS: Bireley's,
Horoniga, Asashi Pure Gold
The company is pursuing expansion into the food sector more actively than its beer
market rivals. Has begun licensed production of Coors beer (USA) and has strengthened
its diversification with a recent alliance with Pedigree Petfoods of the UK.
3. Suntory Ltd.
Tokyo, Japan - Beer, whiskey, wine, coffee KEY BRANDS: Boss, Akadama, Pekoe,
Ginjo
Founded in 1899, Suntory launched Japan's wine and whiskey industries and pioneered a
new era in the domestic beer industry, establishing itself as a leading beverage maker in
Japan and a prominent participant in the world market.
4. Sapporo Breweries
Tokyo, Japan - Soft drink, beer, wine, vodka KEY BRANDS: Black Label, Baisen Draft,
Sapporo Magnum, Ginjikomi
Sapporo was the first Japanese company to market draft beer for home consumption and
is leading other beer producers in this field. It is also diversifying into soft drinks, wine,
imported liquors.
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Mitchell’s Fruit Farms Ltd
Taiyo is Japan's second largest fisheries company with diversified interests in feed stuffs,
sugar, farm and livestock products. Like other fisheries in Japan, Taiyo is engaged in
producing fish pasta through a U.S. subsidiary.
Created in 1963 through the merger of Tokushima Ham and Torise Ham, the company
specializes in premium quality ham and sausages. In addition to meat products, Nippon
Meat Packers is strong in fresh meat and processed food such as hamburgers. The
company has also formed an alliance with U.S. processor Swift.
Tokyo, Japan - Cakes, chocolate confectionery, bread, frozen dough KEY BRANDS:
Double Soft, Maragoto Banana, Nabisco (licensed)
The largest producer of confectionery and bread products in Japan also has interests in
convenience stores and cafeterias. Until 1988, the company had an agreement with
Nabisco to manufacture confectionery products, but after a reorganization, it's involved
only in the distribution of Nabisco products.
8. Ajinomoto Co.
Tokyo, Japan - Meat, poultry, fish, biscuits, soup, seasonings KEY BRANDS: Cook Do,
Calpis, Chuka-Aji, Knorr, Maromi
The company is one of Japan's largest integrated food processing companies. In Asia, the
company has joint venture distribution and manufacturing businesses with many major
companies, most notably CPC International.
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Mitchell’s Fruit Farms Ltd
Tokyo, Japan - Butter, cheese, ice cream, edible oil KEY BRAND: Snow Brand
Japan's largest manufacturer of dairy products (butter and cheese), Snow Brand is
advancing into frozen foods and expanding its investment in biochemicals. The company
has joint ventures with Pillsbury (U.S.) and a technological tie-in with Quaker Oats.
A major player in the sale of processed meat to department stores and meat shops, the
company - Japan's largest and oldest producer of processed meats - is planning a
diversification into the dairy products and frozen foods sectors and has recently formed a
subsidiary with Carnation and Nestle. The company is noted for sound financial decision-
making and steady growth.
According to the Census of Manufacturing Industries there were 822 units engaged in the
manufacture of Food and Beverages. According to the UNIDO it is the largest
manufacturing industries of the country. Value of production stood at Rs.46.170 billion
and manufacturing value added stood at Rs.12.187 billion. Food processing is a relatively
capital intensive industry. The share of food in the manufacturing industry of Pakistan is
22.66 percent approximately.
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Mitchell’s Fruit Farms Ltd
The growth rate in the food industry has been estimated at 7.46 per cent per annum. The
most rapidly growing items are dairy products fish processed, bakery items, sugar,
biscuits and confectioneries, fruit juices and other soft beverages. Rapid export growth
has characterized fish preparation, fruit preserves, dry fruits, some beverages and sugar,
and honey preparation. Food products (except rice) do not however, make up a
significant proportion of Pakistani exports and there is a considerable potential for
expanding such exports, especially to Europe and the Gulf region.
As many as 79 food manufacturing companies are on the list of Karachi Stock Exchange
out of total 707 companies. The paid-up capital of these companies stood at Rs.6.054
billion. They include, some of the biggest groups in the market such as Bawany,
Crescent, Habib, Fecto, Premier, Lakson, Burma Oil (producing vegetable oils), Brooke
Bond, Clover Foods, Uniliver, National Foods, Mitchells fruit farms and Shezan. The
food manufacturing firms have generally performed well on the stock exchange in with
capitalization registering an above average increase. Net profit as percentage of share
holder's equity has averaged at about 22 percent during for the sugar and allied group,
and about 25 per cent for the vegetable oil groups. The net profit ratio for the tobacco
sub-sector has been 30 per cent. This compares well with the overall net profit ratio for
KSE companies during this period, and averages to about 19 per cent.
Thus, there is a significant scope for investment expansion in the food manufacturing
sectors. Domestic demand is buoyant and export prospects are bright - although they are
yet to be adequately explored. Several major companies including well known
multinationals have substantial investment commitments and there are also a large
number of middle sized upward mobile domestic firms. Scope, thus exists both for the
establishment of wholly owned subsidiaries. There is also a need for technology transfer
agreements which can facilitate the access of Pakistani companies, to modern technology
and know-how in the areas of processing, preservation and packaging of food
manufactures. Several Pakistani firms have developed ambitious modernization
programmes.
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Mitchell’s Fruit Farms Ltd
An Insight
Mitchell’s corporate vision, a very vast and strategic topic and all concerned shall have
their own viewpoint. My viewpoint on this is as under.
Mitchell’s is playing a vital role in the Pakistan’s economy. For the last two years, the
company is receiving The Top 25 Companies Award. Mitchell’s has been in the market
long before independence and still enjoys a good repute. This is the evidence of the
company’s dedication, trust and commitment to provide the best quality products in the
market. Despite all the odds, Mitchell’s is still the Market Leader in Squashes, Preserves,
Sauces and Countlines.
Mitchell’s products are highly appreciated by the trade and the relevant consumers
because of its high quality standards. Mitchell’s is the Market Leader in the above-
mentioned segments for the last many years. Many Multi-National and National
Companies have entered the competition. Therefore, the quantity-wise difference
between the Mitchell’s and its close competitor has squeezed. Although, the annual
growth rate of grocery product is 9% (approx.), but the quantity wise share of Mitchell’s
products has not appreciated much in the last five years.
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Mitchell’s Fruit Farms Ltd
The Trends
In today’s dynamic and rapidly changing world, the trends and the norms of the business
have changed. Local companies are joining hands with the Multi-Nationals for additional
support, long-term business development, sharing of market benefits, technical
assistance, up-gradation of the equipments and the human resources, acquiring the
potential foreign markets. In addition to this, the customers have developed more trust in
the Multi-Nationals.
Multi-National Companies like P&G, Reckitt Benckizer, Shell, Pepsi, Coke, McDonalds,
Nestle, Lever, Sony and several others have developed a strong footing in Pakistan. Apart
from their good network, their aggressive marketing is the driving force behind their
success.
Success Story
Marketing team of any company is its driving force. This team should be dynamic
enough to lead the company to achieve its objectives. Most marketing professionals
mistakenly think of marketing only as selling and promotion. That is why, when they are
asked to undertake a marketing activity they present an advertising expense or talk about
advertising as the only marketing tool. Marketing is much more than the advertising.
These companies do not just sell the products; they identify the consumer needs and
satisfy them better than the competitors. I believe that companies like Coca Cola,
Microsoft, Lever and many others have attained this position due to the strong marketing
and not sales. Selling is one of the several marketing functions and often not the most
important one.
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Mitchell’s Fruit Farms Ltd
If the marketer does a good job of identifying consumer needs, developing good
products; and pricing, distributing and promoting them effectively, the products will sell
very easily. Thus, marketing is a key factor in the business success. The term marketing
mean “satisfying customer needs”. There is a stiff competition in the market and only
those companies shall succeed who can best read customer wants and deliver the greatest
value to their target consumers.
Quality Policy
Social Responsibility
Community Service
Mitchell's has joined hands with the village communities as well as the British Council, the
Department for International Development (UK) and Voluntary Service Overseas (UK) in an
effort to promote education in rural areas. Twenty-five girls' schools have been set up in the
Okara district in an endeavour to boost the levels of female literacy. Also a Teachers Training
Institute has been set up to provide quality teaching staff to the local schools. Mitchell's assures
that it will continue to work towards its aim - promoting education amongst future generations.
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Mitchell’s Fruit Farms Ltd
Aims of AKRA
Children in rural areas have little access to schools and girls have less than boys. Women
involved in agriculture and family work have often had no chance to learn to read and
write. The project aims to help a particularly disadvantaged section of the community -
rural girls and women - by provinding access to basic literacy, numeracy and health
education. We aim to train groups of young women throughout Okara District, so that
they can develop teaching skills and set up schools in their own villages to provide this
basic primary education for boys and girls as well as adult literacy classes.
ISO Award
Mitchell’s is the only major food company in Pakistan today with fully integrated
operations having its own growing and processing facilities at one location. Modern high-
volume industrial equipment, professional management and a trained workforce all
combine to ensure that Mitchell’s continues its dominance as the innovator, market leader
and trend setter. In this regard a major step was taken in 1998, when Mitchell’s became
the first food company in Pakistan to achieve ISO 9001 accreditation, thus becoming
more competitive on the international stage also.
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Mitchell’s Fruit Farms Ltd
COMMERCIAL DEPARTMENT
SYSTEM DEPARTMENT
FINANCE DEPARTMENT
PRODUCTION DEPARTMENT
MARKETING DEPARTMENT
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Mitchell’s Fruit Farms Ltd
Objective
To provide such human resources that will helpful for run the operations of the company
in effective and efficient manner, and look after the benefits and interests of personnel of
the company so that they can become more productive for the company.
Scope
The whole Factory, Head Office and Regional Sales Offices of the company are included
in the scope of human resource department.
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Mitchell’s Fruit Farms Ltd
COMMERCIAL DEPARTMENT
Objective
As we all know the importance of the commercial department in any organization. The
functions of the commercial department are related to the Supply Chain Management.
Scope
Whole factory, offices particularly all stores.
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Mitchell’s Fruit Farms Ltd
The commercial department in the company sells out scrap material and any wastage’s.
Any contract regarding installation, the commercial department signs construction, repair,
maintenance and other services requirements.
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Mitchell’s Fruit Farms Ltd
SYSTEM DEPARTMENT
Objective
Objective of the System Department of the company is to computerize the business
operations of the MITCHELL’S Fruit Farms Limited.
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Mitchell’s Fruit Farms Ltd
Inventory System
The system department of the company recently introduced the inventory system of the
company. This system again increases the efficiency of Planning And Stores
Department.
Sales System
To facilitate the Marketing Department and all Regional Sales Offices, the system
department introduces a sales system. This system is working very well within the
company.
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Mitchell’s Fruit Farms Ltd
FINANCE DEPARTMENT
Objective
The main objective of the Finance Department in the company is to arrange the finance
for the business operations from various sources, control the activities that are related
with the finance, maintain and update the company’s accounts.
Scope
In the scope of finance department, all the Regional Sales Offices, the Head Office of
the company, factory and farms are included.
All firms raise money and control the financial aspects of their business.
The account assistants deal with the following sections
1. Wages and payroll system
2. Production expense system
3. Ledger section
4. Variable cost section
5. Cash and excise section
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Mitchell’s Fruit Farms Ltd
PRODUCTION DEPARTMENT
Objective
The major objective of the Production Department is to produce quality goods at
minimum cost by utilizing the company’s resources in an efficient manner.
Labor Force
In the production department, there are round about 350 workers are working including
females laborers.
In the department, there are two types of labor force is working for producing the high
quality products.
1. Permanent work force
2. Contract work force
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Mitchell’s Fruit Farms Ltd
The production department of MITCHELL’S Fruit Farms Limited is divided into two sub
sections.
These sections are
1. Groceries
2. Confectionery
1. Groceries
In this section of production department, different groceries products are produced.
Preserves, Ketchup, Sauces, Squashes, Pickles, Apple Processing, Tomato Processing
Juice, Tomato Puree, Kimb Oil Extraction, Strawberry Fruit Processing, Sweet Corn
Processing, Garden Peas Processing, Syrups, Fruit Cocktail, Vinegar, Salsa, Lemon Juice
bottled, Apricot processing is done in the groceries section of production department.
2. Confectionary
This section of production department is sub divided into further three sections.
1. Countline Section
2. Sugar Confectionery Section
3. Molded Section
A. Countline Section
In the Countline section of confectionery, six products is produced that are Jubilee Maxi,
Jubilee Mini, Jubilee Junior, Discoveree, Unitee and Twentee-1.
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Mitchell’s Fruit Farms Ltd
C. Molded Section
In this section, the products are produced that are based on purely milk chocolate.
This milk chocolate is made of sugar, Cocoa Powder, Cocoa Butter, FCMP, SMP,
Lecithin and Flavors.
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Mitchell’s Fruit Farms Ltd
7. To control labor.
8. To identify and addressing the training needs of all the personnel.
Production Supervisors
1. To train the workers.
2. To ensure machines that they are in working orders.
3. To execute the daily production as per program.
4. To control and allocate the responsibilities to workers in their respective sections.
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Mitchell’s Fruit Farms Ltd
Objective
To ensure hygience, and arrangements of all materials in stores and successful execution
of orders.
Scope
In the scope of planning and stores department, following stores are included.
1. Juice/peel store
2. Raw and packing material store (grocery)
3. Raw and packing material store (confectionery)
4. Finished goods store
5. Engineering store
6. Returns store
Production Planning
Production planning is the very major duty and responsibility of the planning and stores
department.
This department advises to production department about the production planning on the
regular bases.
Planning and stores department receive monthly indents from the marketing department,
head office and in the light of these above mentioned indents and current situation of
inventories in the stores, make production plans for the next month. These plans are on
monthly as well as daily bases.
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Mitchell’s Fruit Farms Ltd
Dispatches
Other main function of this department is the dispatches of stocks to all regional sales
offices. All the RSO’s are communicate their requirements by “order for supplies of
stocks”.
Management
1. Prompt settlement of claims from carriers for any damage.
2. Proper maintenance and care of vehicles.
3. See trade returns at workshop and sorted in time to decrease wastage of raw and
packaging materials.
4. Dispatching goods, According to orders of RSO’s and customers promptly and
company goods.
5. Ensuring proper receipt, storage and recording of all raw and packing materials,
machinery, spares and all other stocks bought by the company.
6. Drawing plans for daily and monthly bases according to indents received from the
RSO’s.
Dispatch Superintendent
Provide assistance to Assistant Manager (planning and stores.)
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Mitchell’s Fruit Farms Ltd
Objective
To facilitate the production department and ensure the continuity of production process
on regular basis.
Scope
All production plants of MITCHELL’S Fruit Farms Limited are included in the scope of
technical services department.
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Mitchell’s Fruit Farms Ltd
Objective
To ensure that all the products, make by MITCHELL’S Fruit Farms Limited are of
standard quality by inspection and testing of incoming material, in-process and outgoing
products.
Scope
Grocery, confectionery, Countline, praline, raw material and packaging material. Samples
for supplier evaluation, raw material, and packing material, juice, peel and finish goods
stores.
Sub Sections
The quality control department in MITCHELL’S Fruit Farms Limited is divided into five
sub sections.
These are the following.
1. Main lab.
2. Line control lab of grocery section
3. Line control lab of confectionery section
4. Incubation lab.
5. Microbiological lab.
1. Main Lab
This section of quality control department is used for the lab-scale product development
and the testing of incoming raw material; packaging material is done in this section of the
department.
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Mitchell’s Fruit Farms Ltd
4. Incubation Lab
This lab is very important section of the quality control department. This section keep
representative samples as per documented procedures from production for monitoring of
shelf life of the products.
This section is also responsible for keeping reference samples of products for comparison
of colors, flavor, set for comparison as per documented procedures.
5. Microbiological Lab.
This section of the department is used for the testing purposes of canned juices, tomato
puree, ketchup, and Chilli garlic sauce and for hygiene purpose.
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Mitchell’s Fruit Farms Ltd
Lab Assistant
1. Performing tests an inspection of incoming raw and packaging materials as per
documented procedures.
2. Filling, maintenance of tests and inspection records.
3. Reporting to quality control manager or Assitt. Manager (QC) in case of non-
conformities.
4. Keep maintenance of representative and reference samples as per documented
procedures.
5. In the absence of executives, they can approve all tests and inspection reports.
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Mitchell’s Fruit Farms Ltd
MARKETING DEPARTMENT
Objective
The Marketing Department is responsible for planning and developing products and
executing their sales at an affordable price through promotional activities.
SCOPE
The office of marketing department, all the regional sales offices of MITCHELL’S Fruit
Farms Limited.
All functions of marketing department are very much important to the MITCHELL’S
Fruit Farms Limited.
“To create the favorable image of the brands and company in the minds of the customers
which results in sales on which company exists”.
Introduction
The Marketing Department comprises of the Marketing Office (situated at Head Office)
and three regional Sales Offices termed as RSOs. The Marketing Department is
responsible for planning and developing products and executing their sales at an
affordable price through promotional activities. The Marketing Department is headed by
Marketing Manager – MM, who is further assisted by Assistant Brand Managers and
Assistant Manager Channel Development- AM (CD).
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Mitchell’s Fruit Farms Ltd
The three Regional Sales Offices situated in Islamabad, Lahore and Karachi - known
as RSO (N), RSO(C) and RSO (S), respectively. A Regional Sales Manager termed as
RSM supervises each RSO. In RSO (S) and RSO(C), an Assistant Sales Manager termed
as ASM assists each RSM. The goods are sold to the consumer in the local market by the
RSMs through the following intermediary bodies:
• Distributors
• Institutional Customers
The Marketing Office and RSOs function for procurement of orders and
execution of these within stipulated time. The RSOs directly procure and execute
local orders (only from Pakistan).
The Marketing office procures and executes export orders besides supervising the RSOs.
The Marketing office is responsible for the preparation of annual sales forecasts.
The Marketing office to Management Representative for preventive and corrective
actions also communicates the quality complaints and observations of the customers.
RSMs are responsible for the maintenance of stocks & stores.
RSMs check returns of the products from the local market in order to keep these at a
lower level.
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Mitchell’s Fruit Farms Ltd
Assistant Manager
Assist the MM in the following activities:
1. Preparing agenda of Annual sales Conference or other conferences and meetings.
2. Monitoring Sales and taking measures for increase in sales.
3. Forecast sales of the national market.
4. Monitor competitors’ promotional activities in the market.
5. Suggesting new markets and products.
6. Other jobs related to Marketing and Sales
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Mitchell’s Fruit Farms Ltd
It is our aim at Mitchell's to provide you with healthy, innovative and best quality food
that will tempt your appetite at all times. Above all, we also promise convenience &
variety at affordable prices. With nine categories encompassing over 140 products, we
are proud to present the Mitchell's family - products to grace your dining table on the
breakfast and dinner occasions as well as products to appease your sweet tooth.
These products are divided into two sections which are:
• Grocery Products
• Confectionery Products
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Mitchell’s Fruit Farms Ltd
GROCERY PRODUCTS
Mitchell’s produces certain flavors of jams and basically it is used in the breakfast and
certain other. These flavors are mango, orange, apple, strawberry, and mixed fruit.
Pure fruit juices and pulp go into the Mitchell's Squashes and Syrups. Extracted
from fruits carefully selected from the farm in Renala, these squashes come in a range of
rich natural flavors. These are available in different flavors.
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Mitchell’s Fruit Farms Ltd
Tomato Ketchup made from ripe of red tomatoes, Mitchell's tomato ketchup add zest to
snacks, burgers or sandwiches, kababs or samosas, and in a ready to use foods. Mitchell's
Tomato Ketchup, Chilli Garlic Sauce, Chilli Sauce, Chilli Ginger Sauce and Mexican
Salsa are rapidly gaining a market abroad.
Canned Food
Mitchell’s produced high quality of canned fruits and vegetables that have natural taste
and favorite among the customers. These ready-to-use products bring convenience along
with taste to every Kitchen.
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Mitchell’s Fruit Farms Ltd
Fruit drinks
Natural drinks have great demand and replace the carbonated soft drinks consumption.
So Mitchell’s launched Fruit Drinks (Ready-to-Drink). These Fruit Drinks are available
in Mango, Lemon, Orange, Apple and Lychee flavours.
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Mitchell’s Fruit Farms Ltd
Bottled Water
With changing needs of consumers and their shifting towards hygienic products, like
bottled drinking water, Mitchell's launched Natural Drinking Water, Balance.
CONFECTIONERY PRODUCTS
Sugar Confectionery
1. Milk Toffees
2. Butterscotch
3. Fruit Bon Bons
4. Milk Chocolate Eclairs
Toffees, Sweets and Éclairs made from the freshest and purest ingredients are the
favorites of young and old alike.
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Mitchell’s Fruit Farms Ltd
Chocolates
Countline Chocolate
1. Jubilee
2. Discoveree
3. Unitee
4. Twentee-1
A variety of count lines made from the most delicious and mouth-watering
ingredients are sweet snack for any time.
Molded Chocolate
1. Festival
2. Top Milk
3. Golden Heart
Molded chocolates are especially made for special occasions. These products are
delightful selection of finest selected chocolate and creamy chocolate.
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Mitchell’s Fruit Farms Ltd
FINANCIAL
ANALYSIS
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Mitchell’s Fruit Farms Ltd
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Mitchell’s Fruit Farms Ltd
2009 2008
Rupees Rupees
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Mitchell’s Fruit Farms Ltd
Balance sheet
As at September 30, 2009
2009 2008
Rupees Rupees
Equity & Liabilities
Capital & Reserves
Authorized capital
10,000,000 ordinary shares of Rs. 10 each 100,000,000 100,000,000
269,841,888 260,830,246
Non-Current Liabilities
407,587,287 403,565,238
Contigencies & Commitments
727,907,865 721,371,715
2009 2008
Rupees Rupees
Assets
Non-current assets
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Mitchell’s Fruit Farms Ltd
329,521,634 329,787,878
Current Assets
398,386,231 391,583,837
727,907,865 721,371,715
Mitchell’s Fruit Farms Limited
Cash Flow Statement
For the year ended September 30, 2009
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Mitchell’s Fruit Farms Ltd
2009 2008
Rupees Rupees
Cash flows from operating activities
(36,263,479)
Fixed capital expenditure (84,627,733)
9,375,961
Sale proceeds of property, plant and equipment 1,421,672
Net increase in long term security deposits (394,148)
(339,111)
815,999
Proceeds from sale of biological assets
769,300
Net cash outflow from investing activities (26,465,667) (82,775,872)
Cash and cash equivalents at the end of the year (294,453,882) (277,801,174)
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Mitchell’s Fruit Farms Ltd
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Mitchell’s Fruit Farms Ltd
1
Horizontal analysis 2009
2
3
4
5
6
7
8
9
10
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Mitchell’s Fruit Farms Ltd
1
Vertical analysis 2008
2
3
4
5
6
7
8
9
10
1
vieriecal analysis 2009
2
3
4
5
6
7
8
9
10
55
Mitchell’s Fruit Farms Ltd
56
Mitchell’s Fruit Farms Ltd
Non-current assets
57
Mitchell’s Fruit Farms Ltd
Current Liabilities
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Mitchell’s Fruit Farms Ltd
Non-current assets
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Mitchell’s Fruit Farms Ltd
1
Verticle analysis of Equities 2008
2
3
4
5
6
7
8
9
10
1
Verticle analysis of Equities 2009
2
3
4
5
6
7
8
9
10
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Mitchell’s Fruit Farms Ltd
1
Verticle analysis of Assets 2008
2
3
4
5
6
7
8
9
10
1
Verticle analysis of Assets 2009
2
3
4
5
6
7
8
9
10
RATIO ANALYSIS
Ratio analysis involves methods of calculating and interpreting financial ratios to analyze
and monitor the firm’s performance.
Financial ratios can be divided for convenience into five basic categories:
1) Liquidity
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Mitchell’s Fruit Farms Ltd
2) Activity
3) Debt
4) Profitability
5) Market
Liquidity Ratios
A firm’s ability to satisfy its short-term obligations as they come due is called liquidity.
Liquidity refers to the solvency of the firm’s overall financial position __ the ease with
which it can pay its bill. These ratios are viewed as a good indicator of cash flow
problems.
Current ratio
= 0.9774 times
2008:
Current ratio = 391,538,837
403,565,228
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Mitchell’s Fruit Farms Ltd
2009:
Quick ratio = 398,386,231 - 260,382,527
407,587,287
= 0.25 times
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Mitchell’s Fruit Farms Ltd
1.4
0
QUICK(ACID
2009 TEST) RATIO 2007
2008 :
0.34 0.25 0.47
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Mitchell’s Fruit Farms Ltd
Activity ratios:
It measures the speed with which various accounts are converted into sales or cash---
inflows or outflows.
Inventory turnover
2009:
2008:
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Mitchell’s Fruit Farms Ltd
account receivable
Average collection period = Annual sales
360
2009:
58674183
Average collection period = 1278678610
360
Average collection period = 16.52 days
2008:
39067739
Average collection period = 1038637296
360
It is the average days of inventory that shows how many days inventory takes place.
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Mitchell’s Fruit Farms Ltd
Inventory turnover
2009:
2008:
= 79.52 days
It indicates the efficiency with which the firm uses its assets to generate sales.
2009:
Total asset turnover = 1278678610
727907865
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Mitchell’s Fruit Farms Ltd
2008:
68
Mitchell’s Fruit Farms Ltd
120
INVENTORY
TURNOVER:
100 ACTIVITY RATIOS
80 AVERAGE
COLLECTION
60 PERIOD:
AVERAGE AGE OF
40 RATIOS INVENTORY: 2009 2008 2007
20
TOTAL ASSETS
0 TURNOVER:
INVENTORY
2009 TURNOVER:
2008 2007 4.01 2.94 3.82
Debts ratios:
It indicates the amount of other people’s money being used to generate profits.
Debt ratio:
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Mitchell’s Fruit Farms Ltd
Total assets
2009:
2009:
Debt / Equity Ratio = 458,065,977
269,841,888
= 1.70
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Mitchell’s Fruit Farms Ltd
= 170%
2008:
Debt / Equity Ratio = 460,541,469
260,830,246
= 1.77
= 177%
Measures the firm’s ability to make contractual interest payments some times called the
interest coverage ratio.
Interest
2009:
Time interest earned ratio = 72,020,604
53,487,027
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Mitchell’s Fruit Farms Ltd
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Mitchell’s Fruit Farms Ltd
Debt Ratios
180.00%
160.00%
140.00%
120.00%
100.00% DEBT RATIO:
80.00%
DEBT TO EQUITY
60.00% RATIO:
40.00%
20.00%
0.00%
2009 2008 2007
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Mitchell’s Fruit Farms Ltd
Profitability ratios:
These ratio measures enable the analyst to evaluate the firm’s profit with respect to given
level of sales, a certain level of assets, or the owners` investment.
It measures the percentage of each sales dollar remaining after the firm has paid
for its goods.
2009:
Gross profit margin = 234,996,537
1,278,678,610
= 18.4%
2008:
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Mitchell’s Fruit Farms Ltd
= 18.3%
Operating profit margin:
It measures the percentage of each sales dollar remaining after all cost and
expenses other than interest, taxes, preferred stock dividend are deducted; the “pure
profits” earned on each sales dollar.
= 5.6%
2008:
= 0.044 = 4.4%
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Mitchell’s Fruit Farms Ltd
It measures the percentage of each sales dollar remaining after all cost and expenses
included interest, taxes, preferred stock dividends have been deducted. If it is higher, the
firm is better.
= 1.1%
2008:
= 0.80%
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Mitchell’s Fruit Farms Ltd
2009:
= Rs. 2.79
2008:
77
Mitchell’s Fruit Farms Ltd
2008:
It measures the return earned on the common stockholders’ investment in the firm.
2008:
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Mitchell’s Fruit Farms Ltd
GROSS PROFIT
60.00% MARGIN:
50.00%
PROFITABILITY RATIOS
OPERATING
40.00% PROFIT
MARGIN:
30.00%
NET PROFIT
20.00% MARGIN:
5.09
EARNING PER SHARE:
2.79 1.65
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Mitchell’s Fruit Farms Ltd
Market ratios:
It relates the current market value, as measured by its current share price, to certain
accounting values.
Price/Earning ratio:
It measures the amount that investors are willing to pay for each dollar (Rs.) of a firm’s
earning. If it is higher, investors’ confidents is also higher.
2009:
Price/earning ratio = Rs. 73.90
Rs. 2.79
2008:
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Mitchell’s Fruit Farms Ltd
= 269841888
5040000
= 53.54
2009:
2008:
81
Mitchell’s Fruit Farms Ltd
= 260830246
5040000
= 51.75
Dividend Yield:
2009:
82
Mitchell’s Fruit Farms Ltd
2008:
83
Mitchell’s Fruit Farms Ltd
60
50 PRICE
MARKET /
RATIOS
EARNING
40 RATIO:
MARKET /
30
BOOK RARIO:
RATIOS 2009 2008 2007
20
DIVIDEND
10 YIELD:
PRICE / EARNING RATIO: 26.49 35.61 -
0
2009 2008
DIVIDEND YIELD:
0.027 0.017 -
STRENGTHS
1. Mitchell’s fruit farm limited is the oldest food processing company of Pakistan. The
company was incorporated 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.
2. In 1998, Mitchell’s achieve another destination: ISO 9001 certification, and at no
better time than the successful completion of sixty-five years of bringing quality
products to the consumers. It is a matter of human pride that the Mitchell’s has
become the first food company in Pakistan to achieve this prestigious distinction.
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Mitchell’s Fruit Farms Ltd
3. Today, in Pakistan, Mitchell’s is the only major company with fully- integrated
operations having its own growing and processing facilities at one location. Modern,
high-volume industrial equipment, professional management and a trained workforce
ensure that Mitchell’s maintained its lead.
4. In 1983, Mitchell’s golden jubilee was celebrated with great funfair. A chocolate bar,
appropriately named jubilee, was launched to commemorate the event. Mitchell’s is
the pioneer in Pakistan for chocolate production.
5. 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 Mitchell’s
launched molded chocolate with the successful commissioning of a molded line in
2001.
6. The process of toffee making was automated in 2000 with PLC-based
machines/systems, to ensure uniform quality of products. Mitchell’s is the first
national company that takes this step. Thus, the modernization of operation has
always been top priority with Mitchell’s.
7. Mitchell’s is the market leader of chocolate, toffee making and tomato ketchup.
8. Mitchell’s is the single national company that has so large product mix.
WEAKNESSES
1. The management style that has adopted by the company is bureaucratic. Degree of
formalization and centralization is high.
2. 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 Mitchell’s.
3. There is lack of short term and long-term decision-making regarding production
schedules, purchasing decisions and marketing programs.
4. As we know that there is severe competition in the food industry, but still the
availability of Mitchell’s products is very poor.
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Mitchell’s Fruit Farms Ltd
OPPORTUNITIES
1. 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 caned vegetables and
juices open a wide window of opportunities for MITCHELL’S Fruit Farms Limited.
2. 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 MITCHELL’S Fruit Farms Limited to avail this opportunity
and get benefits from this growing market.
3. 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 create new horizons for the food processing companies.
4. 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.
5. 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-Sheeren and Rooh Afza. It will expand the target market of
MITCHELL’S Fruit Farms Limited.
6. 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
1. 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
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Mitchell’s Fruit Farms Ltd
1. The display of Mitchell’s squashes was not so good versus its competitors.
2. Mitchell’s products are highly appreciated by the trade and the relevant
consumers because of its high quality standards. The customers like to
purchase the product labeled Mitchell’s.
3. The company is trendsetter and market leader in the food industry of the
country. Other companies’ competing the Mitchell’s very well. This
competition among the food companies has increase from last few years
because some national companies are joining hands with multi-national
companies for additional support, but this fact is satisfactory for the
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Mitchell’s Fruit Farms Ltd
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Mitchell’s Fruit Farms Ltd
weights. Mitchell’s can launch it in 1.5 ml like Rooh Afza and Jam-E-Sheeren.
It can be launched in 500ml or 450 ml. These launches shall provide
convenience utility, helpful for increasing the brand acceptance and expand the
target market
11. In the same way, the company can launch tomato ketchup and jams in bucket like
other competitors. This will increase the sale of the company and helpful for
competing the food market successfully.
PEST ANALYSIS
PEST analysis stands for “Political, Economic, Social and Technological analysis” and
describes a framework of macro level environmental factors used in the environmental
scanning components of strategic management. It is the part of the external analysis when
conducting a strategic analysis or doing market research and gives a certain overview of
the different macro environmental factors that the company has to take into
consideration. It is useful strategic tool for understanding market growth or decline,
business position, potential and direction of operations.
Political Factors
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Mitchell’s Fruit Farms Ltd
• Import and Export policies are changing rapidly in Pakistan this also affects the
working on company, because import raw material and export products in all over
the world.
• Now Govt. is democratic but it imposes lot of new taxes and increases the
percentages of existing taxes which effects on the company.
• Pakistan is front line state in ware against terrorism so it has great effect on the
political decisions by Govt. which indirectly effect the company.
Economic factors
Such as interest rates, exchange rates and inflation rates are also affecting the working of
company
.
• Interest Rates are at the highest peak now a days as KIBOR is in between 12% to
13%. Company has to obtain finance on higher rat of interest.
• Exchange rates are changing on daily basis which also causes a major factor for
the profits and expenses of the company.
Social Factors
Social factors like cultural aspects, health consciousness, population growth rate, career
attitudes and emphasis on safety also affect the working of an organization, company also
affects from these factors.
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Mitchell’s Fruit Farms Ltd
• It is helping the victims of Swat, Balakot and other destroyed areas by giving
them food, clothing and such other things with the name of Deutsche Bank
Foundation, Pakistan.
• As its products are famous among clients so it keeps good relations with its
customers.
Technological Factors
• Its offices are equipped with the latest hardwares and softwares to connect
worldwide and to its customers and suppliers.
Legal Factors
Legal factors include discrimination laws, consumer laws, antitrust laws, employment
laws and health and safety laws. All these factors also can affect how a company
operates, its costs and the demand for its products. Mitchell’s is completely following the
all Pakistani Laws in this context.
CONCLUSION
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Mitchell’s Fruit Farms Ltd
There is no doubt in this fact that Mitchell’s fruit farms is one of few national companies
that playing very important role in the economy of the country. Mitchell’s is known as
trendsetter, innovator and progressive company in the food industry of Pakistan.
Mitchell’s recent achievements like automation of toffee making process molded
chocolate plant, ISO 9001 and launch of several new products reveals the commitment
and professionalism of the company management. The company set high standards of
quality and has experience of 68 years that help the company to successfully competing
even multi-national companies.
References:
Products of Mitchell’s
From:
www.mitchells.com.pk
Financial Analysis
Done by ourselves
PEST analysis
Done by ourselves by using different websites and reports.
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