Visit to MM Floor Mill

Authors:I Submittedito:iSiriFirdousiSherryi
MuhammadiSulmaniHabib
AamraiRiazi
AimeniAyubi
SalmaniAhmed
Sazawal Aslam Ch.
Syed Usman
Contents
Company Introduction: ................................................................................................................................. 3
Mission ...................................................................................................................................................... 3
Vision......................................................................................................................................................... 3
Goal of the company ................................................................................................................................. 4
Industry History:............................................................................................................................................ 4
Industrial Automation ............................................................................................................................... 5
Analysis Instruments ................................................................................................................................. 5
Skilled and Semi-Skilled Personals ............................................................................................................ 5
OUR TOPIC .................................................................................................................................................... 6
Customer Value and Relative Positioning ..................................................................................................... 6
Customer Value Low cost and differentiated products ............................................................................ 6
Differentiation........................................................................................................................................... 6
Network Size ............................................................................................................................................. 7
Timing........................................................................................................................................................ 7
Location .................................................................................................................................................... 7
Service ....................................................................................................................................................... 7
Product Mix ............................................................................................................................................... 7
Problems Facing ........................................................................................................................................ 7
Recommendations: ................................................................................................................................... 8

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 MM Flour Mill

Nameioficompany:iMMiFlouriMilli

Industry:iFoodiProduction

BusinessiEntity:iPrivateiLimitediCompanyi(Pvt.iLtd.)

Location:iIslamabadicapitaliterritory,iPakistan

EstablishediIn:

No.iofiEmployees:i100

CompanyiIntroduction:
MMiFlouriMillsiisianiagrobasedicompanyidedicateditoitheiproductioniofiwheatiflouriofitheihigh
estiquality.iMFMiisiairenownediManufactureriandiSupplieriofihighiqualityifoodiproducts.iState-
of-the-art infrastructure enables us to produce hygienically best products. The variety of
nutritiousiproductsiincludesiPlainiFlouri(Atta),iFineiFlour,iSupperiFineiFlour,iMaida,iSemolinai
(Suji)iandiBrani(Chokar).

Companyihasibeeniinitheimarketifromilasti18iyearsiandiwasinamediafteriouriLateiGrandiFather;
iHajiiMukhtariAhmad,iwhoseiteachingsiandiprinciplesiwereitoioperateionigeneraliethicsiandipro
vidingipeopleivalueiforimoney.iCompany'siskilledistaffifocuseditoimeetitheiexpectationsiofiprec
iousiclientsiandiensuringithemitheibestiqualityiproductsitoiensureihealthyifoods.iTheyiareisuppl
yingiproductsitoiRestaurants,iUniversityiHostels,iHotels,iOiliRefineries,iCSDiShops,iBeveragei
companies,iBakeriesietc.iCommitteditoiexceliinitheifoodiindustryiensuringibothiqualityiandicom
petitiveiratesisoieveryoneihasianiexcessitoitheihealthyifoodiiniaffordableiprice.iIniitsi18-
yearsihistory,iMukhtariFlouriMillsihasiremainediatitheiforefrontiofiwheatimillingiiniLocaliMark
etiandiabroadiandiisicommitteditoiexcellence.

Mission:

i1.iToiprovideihighiqualityiandifreshiproductsiatiaireasonableiprice.i

2.iToiensureicustomerisatisfactionibyimatchingialliexpectations.iToidevelopibusinessibyiwayiofi
productiinnovation.

Vision
Toibeirecognizedibyiouricustomersiasioneiofitheibestimanufacturersiofifloursiandianimalifeeds.

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Goaliofitheicompany
Toiexceedicustomeriexpectationsibyiprovidingifreshiproductsi&ibetteriservices.

a) LongiTermiGoali
iKeepingiaheadiofiothericompetitorsiiniproductivityiandiprofitability.
b) ShortiTermiGoal
Toiattainibudgetaryitargetsifixediinieachiareaiofibusiness

OrganizationiPrinciples

➢ Integrityiiniallitheiridealings.
➢ Excellenceiinieverythingitheyido.
➢ Totalicommitmentitoicustomerisatisfaction.
➢ Thinkingiaheadianditakinginewiinitiatives.

StrategiciObjectives:

➢ Aibiggerimarketishareithroughidealeribasedinetwork.
➢ Broaderiandimoreiattractiveiproductsithanirivals.i
➢ Superioricustomeriservice.i
➢ Widerigeographicicoverageithanirivals.
➢ Growthiiniearnings.
➢ Aimoreidiversifiedirevenueibase.

Strategy

➢ Lowicostiprovideristrategy.i
➢ OffensiveiStrategiesitoibuildimarketishare.
➢ Vacantinicheistrategy.
➢ SuperioriProductiStrategy.

IndustryiHistory:i
Pakistaniisitheilargesticountryiwhereiwheatiisitheistapleifoodiofinearlyientireipopulation.iWheat
iFlouriMillsiofiPakistanihaveiraiseditoitheichallengeiofigrindingiupitoihalfiofi24itoi25imillionito
nsiofiwheatiharvestediinitheiPakistanieveryiyear.iTheiPakistaniiFlouriMillingiIndustryiprovidein
otionlyiforiPakistan’si180imillionimouths,ibutialsoiproduceiupitoi700,000itonsiofiflourifori
exportitoiAfghanistaniinisomeiyears.
TheiFlouriMillingiIndustryiwasijustibyitheinameiatitheitimeiofiPakistaniborniini1947ibutiitiwasi
theinecessityiofitheipeopleijustilikeiinitoday’silife.iAtipresentioveri1400iflourimillsiareioperatin
giiniPakistaniprocessialmostiexclusivelyidomesticiwheat.iFewiflourimillsiareiequippediwithiimp
ortedimillingiequipmentiasilowicastilocalimanufacturediplantsiareiavailable.iThereiisinoiforeign
idirectiinvestmentiiniPakistan’simillingisector.

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TheifirstiFlouriMillsiwasibuiltiiniPakistaniini1950sireliedioniequipmentiimportedifromiEurope.i
Mostiofitheimillsibuiltisinceithei1980s,iusediequipmentireferreditoiasi“RussianiMills”ithroughiit
iwasi100ipercentiproducediiniPakistan.iAtipresent,ilargeriFlouriMillersiinisomeibigicitiesilikeiL
ahore,iIslamabadiandiKarachiihaveibegunitoireplaceitheidecade’siolditechnologyiwithitheilatesti
equipmentifromiabroad.
TheilargesticoncentrationiofiFlouriMillsiisiinitheiPunjabiProvince,iwhichiaccountsifori66.78iper
centiofitheitotaliFlouriMillingiIndustryiiniPakistan.iThoughithereiisionlyi38ipercenticapacityiuti
lizationiindustryiwide,inewiflourimillsicontinueitoibuild,ikeepingiprofitimarginsirazorithin.
MillingipracticesiacrossitheiPakistanidependingionitypeiandiqualityiofiwheatiflouridemandediini
theilocalimarket.iIniPunjabiprovince,itheiFlouriMillsiextractibetweeni12ipercentiandi18ipercenti
braniforichapatiesimadeiinitandooriorionigriddles.iIniurbaniarea,iextractionsiareihigher,iconverti
ngi55ipercentitoi60ipercentiwheatigrainitoiwheatiflouriforibakingiflatibreadioriNan.iTheiremind
eriisidividedibetweenifineiflouri(Maida)idemandedibyiindustrialibackersiandisemolinai(Suji)ifor
iconfectionaryiproducts.iTheiFlouriMillingiIndustryiiniPakistaniisifaribehindiininumberiofifields
isomeiofithemiareibelow.

IndustrialiAutomation

Abouti90ipercentiofiflourimillsiareibehindiinithisifield.iMostiofitheimillersimakeitheiricalculatio
nionitheibasisiofitheiriexperiencesithatiisianioldimethod.iIfitheiricalculationibecomesiwrong,ithe
imillersidon’tihaveianyiotherioption.

AnalysisiInstruments

TheilackiofianalysisifacilitiesiofiwheatiandiitsiproductsiisitheimajoridrawbackiofiFlouriMillingiI
ndustryiofiPakistan.iThisiisialsoiaireasoniofilessiexportiratioiiniouricountry.iSomeibiggeriflouri
millersihaveirealizeditheineediandihaveibeguniinstallationiofianalysisiequipment’s,ibutitheyiarei
fewitillinow.

SkillediandiSemi-SkillediPersonals

WheatiflouriMillingiIndustryiofiPakistaniisiamongitheilargestiindustriesiofiPakistan.iThereiisino
itrainingiinstitutionioriMiller’siTrainingiSchooliiniPakistaniforitheitrainingiofimillingipersonals.
iThatiisitheimajorireasoniofilakeiofiskilledipersonalsiofimillingiindustry.iThatiisialsoiaihurdleiin
iindustrialiautomationiofiwheatiflourimillingiindustryiiniPakistan.

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OURiTOPICi

CustomeriValueiandiRelativeiPositioning

MMiflourimillsiisiaicompanyiwhichiproducesihighiqualityiflouri(iatta,imoida,isujiiandivushi).i
Weialwaysitryitoihaveibetterirelationshipiwithiouricustomers.
iCustomeriRelationshipiManagementiisianiuprighticonceptioristrategyitoisolidifyirelationsiwithi
ouricustomersiandiatitheisameitimeireducingicostiandienhancingiproductivityiandiprofitabilityii
nibusiness.iAiCRMisystemiisiaicentralizedicollectioniofiallidataisourcesiofiouriorganizationiand
iprovidesianiatomisticirealitimeivisionioficustomeriinformation.iAiCRMisystemiisivastiandisign
ificant,ibutiiticanibeiimplementediforiouribusiness.iTheimainigoaliisitoiassistitheicustomersieffi
ciently.
Creatingiandinurturingiaistrongirelationshipiwithiouricustomersiisitheikeyitoitheiongoingisucces
siofiouribusiness.iAistrongicustomerirelationshipinotionlyimeansithatiouriclientsiareilikelyitoike
epidoingibusinessiwithiusioveritheilong-
term,iitialsoimeansithatitheichancesiofithaticustomerirecommendingiusiandiouriproductsitoiothe
rsiareigreatlyienhanced.
i

CustomeriValueiLowicostiandidifferentiatediproductsi

Retentionistrategiesiwillihaveilittleilongtermisuccessiunlessiweiprovideiaisolidibaseiofiservicei
qualityiandicustomerisatisfactionitoibuildion.iItimustibeicompetitiveiandifrequentlyibetterithani
that.iWeialwaysitryitoiprovideibetteriqualityithaniouricompetitors.
➢ Weitreatiouricustomersiasiindividualsiandidevelopiindividualimarketingiplansiforieachi
customer.
➢ Weidoinotiofferioneiserviceitoiallipotentialicustomersiasiifitheiriexpectations,ineeds,iand
preferences wereihomogeneous.i
➢ We offer different services to different groups of customers by segmentation and
targeting process.

Differentiationi
AccordingitoiCEOiofiflourimill,iweicanieasilyiandieffectivelyireachiouricustomersiandiserveith
em.iTheisizeiofitheiflourimarketiisihuge.iTheipopulationiofitheicountryiisimoreithani20icrores.i
Mostiofithemieatiriceiasitheirimainifoodiitem.iSecondlyitheyieatifoodiproductsiwhichiareimadei
fromiflour.iSo,iweicanisayithatitheimarketiisimoreithani10icrore.iOurimarketisegmentiisilargeia
ndiitiisiprofitableiforius.iWeitargetiallitheihotelsiandirestaurantsiwhoiwantiqualityifloursiatireas
onableiprice.iWeialsoihaveiaimarketingiprogramiwhichigoesiwithitheirisegment.iWeiareiclearia
boutiourisegment.iWeiareitargetingihotels,irestaurantsiandialsoicustomersiwhoiwantiopeniattaior
imoida.iWeiareitargetingimiddleiincomeipeople.iWeialwaysitryitoihaveieffectiveimarketingipro
gramiforiattractingiandiservingiourisegments.iWeihaveidedicatedistaffsitoimeetiouritargets.

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NetworkiSizei

Theinetworkisizeiisihugeithroughiourivendors,iRetailers,iWholesaleidealers,iCashiandiCarries,I
allitheiTandors,ismalligeneralistoresilocatediinisurroundingsiareasiifimilliandialsoideliverithei
productsifariawayifromitheicity,iforithisipurposeiweihaveiouriownideliveryicarsiandihireiperson
si whoideliveritheidesirediproductionitheicustomerilocation,

Timingi
Fromitheilasti4.5idecadesiweiareiservingitoiouriclientsithisiwasitheitimeiwhenithereiwasinoicon
ceptiofiflourimillsiinitheimiddleiofiIslamabad,iweihaveigainitheitrustiofitheiwholeimarketiandi
continuouslyiweiareiworkingiforitheibettermentiofitheicustomeritheseiallitheireasonsicustomeri
trustiusiandipurchaseiouriproductiwithoutianyihesitation.

Locationi
WeiareilocatediiniI-9iindustrialiareaiIslamabad.
➢ Customersicanibuyiouriproductsidirectlyifromitheimill.
➢ Weicanideliveriproductionicustomersidooristep.
➢ Locationiisieasyitoiaccess
➢ Buildiaigoodireputationiiniaimarketi

Servicei
Iniflourimilliindustryiweiareiprovidingihighicustomerivalues,itoiretainitheicustomersiweiprovide
idiscountsioniouriproducts,iweiinviteiouriwholeisaleidealersiandiretailersionidinner,iifiouriretaili
customersireturnianyiofiouriproductiweireturnitheicompleteipriceiofitheiproductianditakeitheifee
dbackifromitheicustomeriwhyitheyidon’tilikeiouriprodutiandithenialwaysitryitoimeetitheicustom
eriexpectations.

ProductiMixi
WeihaveiaicompleteivarietyiofiFlouriproducts,iificustomerivisitiusiweigaveithemiaifreeivisitiofi
ourimill,itheyicaniuseifreeiWIFIiserviceiiniouriboundary,iTeaifacility,iCariParkingiforitheiretaili
customersiandiLoadingicarsicanialsoibeiaccommodate.

ProblemsiFacingi
CEOisaidithatiflourimillersiareifacingimultipleiproblemsilikeielectricity,iwheatiquotaianditaxesi
anditheiflourimilliassociationigroupiwouldiplayiitsidueiroleitoiaddressitheiissueiwithiconsultatio
niwithitheinewigovernment.iHeiaddedithatitheyiwouldirunitheiaffairsiofitheiassociationiiniconsu
ltationiwithiflourimill-
owners,ionitheiotherihandithereiisinoiinstituteiiniPakistaniwhoicanitrainitheiflourimilliworkers,I
thereiisisemiiskillediworkers,iwithithemiitsiveryiharditoiachieveitheicustomerisatisfactionigoals.
i

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Recommendations:
Electricityiorienergyicrisisiisioneiofitheimajoriissueiwhichiweiareifacingifromilastioneidecade,i
weirecommendithemitryitoiswitchiallitheismallielectricityiitemsioniSolariPaneliasitheyihaveiai
hugeibuildingitheyicanieasilyiinstalleditheipanelsionitheiroof.iWithitheidiscussionigovernmenti
officialitheyiwillisooneriresolveitheiissueirelateditoiQoutaiandiTaxes.iWeialsoirecommendithem
i
toitakeiaifirstimoveristepiandimakeianiinstituteiwhereitheitrainingiprogramsiforitheisemiiskilledi
orinoniskillediworkersistart.