Fresh Foods Inc.

A Strategic Insight
Report by: Roger Eli Asif Hashmi

PORTFOLIO
Fresh Food Pvt. Ltd. has come a long way in the food sector since its beginning and today they have a strong portfolio of 7 product lines that help consumers choose and live the life-styles of their choice around the globe.

VISION
We will be a brand of choices for consumers as seeking Halal and Convenient food products in the Global Halal Food Markets. We will achieve this vision by continuously giving our customers true value for their money, developing our people, improving the way we work and thus developing a business model of excellence.

MISSION
Our mission is to provide our customers Halal, Hygienic, Healthy, Nutritional, and Convenient food products; through our customer driven and service oriented dynamic team. We strive to do business in accordance with the Islamic Guidance and to develop a business model of excellence

MARKETING OBJECTIVE
With a brand vision of Adding taste to life globally and to provide healthy food products with nutrition, taste and convenience for individual within and across geographical boundaries, It helps the consumers define and practice their life style without compromising on its pace taste

PRODUCT LINE

Fresh Foods Mayonnaise Fresh Foods Chicken Spread Fresh Foods Sandwich Spread Fresh Foods Olive Spread Fresh Foods Chocolate Spread Fresh Foods Natural Honey Fresh Foods Pizza Spread In addition, a few more innovations are in pipeline and are expected to be marketed soon

MARKET POSITIONING
The brand has attained considerable popularity among upper middle class consumers with over 80 percent share in its category in retail market of Pakistan. The product has been rated on top in attributes of quality and familiarity and it come on the top of the mid products which indicate that it has earned its name because of good consumers experience with this relatively new food product. Affordability and availability were rated as third and forth consecutively. As the brand name entails the core positioning is on freshness and good hygiene.

IFE MATRIX
Strength Brand Image Brand recall is high Quality is one of the best in the market Mayonnaise Employee morale is excellent Weaknesses Multiple brand therefore lack of focus Access to resources Costly Products
Weight Rating W. Score

0.16 0.10 0.20 0.20 0.20

3 3 3 4 3

0.48 0.30 0.60 0.80 0.60

0.05 0.05 0.04

1 2 1

0.05 0.10 0.04

Total

1.00

2.97

EFE MATRIX
OPPORTUNITIES Hygiene Consciousness Introduced innovative products Relatively Good Market Growth Global Expansion Social Changes
Weight Rating W. Score

0.15 0.10 0.10 0.25 0.26

2 4 3 3 3

0.30 0.40 0.30 0.75 0.78

THREATS Bigger competition in the market Economic Conditions specially inflation People become health conscious
Total

0.05 0.05 0.04 1.00

2 1 2

0.10 0.05 0.08 2.76

BCG MATRIX
Stars Question Mark Mayonnaise lie in Stars as there Honey lie in question market is too much market growth and because there is much share in industry as well. market but slow industry growth in current product. Cash Cow Dog

Chicken Spread lie In Cash Olive Spread lie in dog because no cow as industry growth is still more potential growth in market as but market growth is low. well as in industry.

SPACE MATRIX
Financial Strength Ratings
Return

on investment Inventory Turnover Earning Per Share

TOTAL

4 3 3
10

SPACE MATRIX
Competitive Advantage Product Quality Market Share Customer Loyalty -3 Control over suppliers and distributors

-1 -2

-2 -8

TOTAL

SPACE MATRIX
Environmental Stability
Rate

of inflation Competitive pressure Risk involved in the business Technological Changes

TOTAL

-6 -4 -3 -2 -15

 Industry Growth

Strength 5 4 3 12

Potential Financial Stability Resource utilization TOTAL

SPACE MATRIX
Conclusion: FS Average Score: 3.33 CA Average Score: -2.0 ES Average Score:-3.75 IS Average Score: 4.00

Directional Vector Coordinates:

X-Axis:-2+4= 2.00 Y-Axis:-3.75+3.33= -0.42

So as per the score, Fresh Food can go with either Aggressive or Conservative Strategy.

QPSM Opportunities
Key Factors
Weight Product Development AS TAS Market Penetration AS TAS

Hygiene Consciousness
Introduced innovative products Relatively Good Market Growth Global Expansion Social Changes

0.15 0.10
0.10 0.25 0.26

3 4
4 3 4

0.45 0.40
0.40 0.75 1.04

1 1
3 1 2

0.15 0.10
0.30 0.25 0.52

QPSM Opportunities
Key Factors
Weight Product Development AS TAS Market Penetration AS TAS