Case Study: Haleeb Foods

Evolution of HFL

Arsal Aftab 13015

After 2011, the company did gradually start making profits. They weren't a lot of profits but as per
former company executives it will take HFL 8 years to reach the position they were if they keep going at
the same pace.

Haleeb Foods Limited can export food items especially Juices to Middle East

CDL Foods limited has been changed to Haleeb Foods Limited, so this change in name can help them to
attract foreign customers

Haleeb Foods Limited can go for related diversification by producing pure juices and flavored yoghurt

Started off in 1984 as Chaudhry Dairies

Name changed to Haleeb Foods Limited in 2004

Turnover of PKR 10 billion annually in 2006

Vision Mega Fobs Group Limited purchased a huge chunk of shares and brought new young and skilled
management

What went wrong?

Recommendations

The co-operation among the different departments of HFL should also improve which will in turn
decrease 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 about the feedback of the customers regarding the products and image of the company.

The shopkeeper complains that HFL don’t provide replacement to the expired products so they should
provide proper replacements to the shopkeepers to enhance the image of the company.
Haleeb Foods Limited should improve its distribution system specially the retailers are not happy with
distribution of Haleeb Milk.

WEAKNESSES

 Haleeb limiting itself

 Lack of Portfolio Management
 Local Competition
 Shortage of funds
 Promotion never existed
 No sales on credit

What next?

Still, its flagship product Haleeb is in crisis as the share of UHT milk has dropped from 52% in 2006-07 to
around 10% at present. Another product Tea Max is doing well in the tea whitener category.

SWOT Analysis

 OPPORTUNITIES
 STRENGTHS
 THREATS
 Strong competitors
 Price sensitive people
 Milk men (Doodhwala) providing non branded milk at homes
 Highly sophisticated plant and equipment
 Qualified work force
 Focus on research and development
 First and the only dairy company in Pakistan to get ISO 9002 Certification
 Endowed with very good breed of buffaloes
 Low Promotional activities
 Comparatively weak distribution system
 Small and scattered animal holdings
 Milk processing predominantly dependent on obsolete UHT technology