Our diversified businesses represent our

immense growth potential to generate

opportunities for creating and sustaining
value for our stakeholders.

President & CEO

Engro Corporation

Asad Umar, President & CEO Engro

Corporation at Engro Excellence Award's
launching ceremony.
Hussain Dawood holds the seat of the
corporation, Mr. Dawood is also the
chairman of Dawood Group Pakistan.
Apart from the chairmanship, Asad Umar
held the position of CEO & President at
Engro Corporation from 20042012. He
resigned on April 18, 2012 to join Pakistan's
emerging political party Pakistan Tehreek-e-
Insaf (Movement of Justice).Pakistan
Tehreek-e-Insaf is set to form a provincil
government in Khyber-Pukhtonkhwa
province of Pakistan.

Muhammad Aliuddin Ansari has been

appointed as the new CEO & President of
Engro Corporation.

Board of
Directors
Engro's Board of Directors is responsible for
the overall supervision of the company.
 Hussain Dawood (Chairman)
Muhammad Aliuddin Ansari (President &
CEO)
Afnan Ahsan (Director)
Sarfaraz Ahmed Rehman (Director)
Shahzada Dawood (Director)
Khawaja Iqbal Hassan (Director)
Shahid Hamid Pracha (Director)
Shabbir Hashmi (Director)
Ruhail Mohammed (Director)
Khalid Siraj Subhani (Director)
Abdul Samad Dawood (Director)
Saad Raja (Director)
Engro
Corporatio
n
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 Fertilizers Limited
Engro Foods Limited
Engro Polymers and Chemicals Limited
Engro Eximp Private Limited
Engro PowerGen Limited
Engro Vopak Limited

History
Founding days
In 1957, the search for oil by Pak Stanvac,
an Esso/Mobil joint venture led to the
discovery of the Mari Gas field near Daharki
a small, remote area in Upper Sindh
province at the time. Esso proposed the
establishment of a urea plant in that area
which led to a fertilizer plant agreement
signed in 1964. In the subsequent year,
Esso Pakistan Fertilizer Company Limited
was incorporated, with 75% of the shares
owned by Esso and 25% by the general
public.
The construction of a urea plant
commenced at Daharki in 1966 and
production began in 1968. At US $43 million
with an annual production capacity of
173,000 tons, it was the single largest
foreign investment by a multinational
corporation in Pakistan at the time.
A full-fledged marketing organization was
established which undertook agronomic
programs to educate the farmers of
Pakistan. As the nations first fertilizer
brand, Engro (then Esso) helped modernize
traditional farming practices to boost farm
yields, directly impacting the quality of life
not only for farmers and their families, but
for the nation at large. As a result of these
efforts, consumption of fertilizers increased
in Pakistan, paving the way for the
Companys branded urea called Engro, an
acronym for Energy for Growth.
As part of an international name change
program, Esso became Exxon in 1978 and
the Company was renamed Exxon Chemical
Pakistan Limited. The Company continued
to prosper as it relentlessly pursued
productivity gains and strived to attain
professional excellence.
In 1991, Exxon decided to divest its
fertilizer business on a global basis. The
employees of Exxon Chemical Pakistan
Limited, in partnership with leading
international and local financial institutions,
bought out Exxons 75% equity. This was at
the time and perhaps still is the most
successful employee buy-out in the
corporate history of Pakistan. Renamed as
Engro Chemical Pakistan Limited, the
Company has gone from strength to
strength, reflected in its consistent financial
performance, growth of the core fertilizer
business, and diversification into other
businesses.
Along the way, a major milestone in plant
capacity upgrade coincided with the
employee led buy-out; innovatively
optimizing our resources, Engro relocated
fertilizer manufacturing plants from the UK
and US to its Daharki plant site an
international first.
Esso to Exxon Limited
In 1978, it was decided to rename the
company from Esso fertilizer company
limited to Exxon Chemical Pakistan Limited.
In 1991, Exxon decided to divest its
fertilizer business on a global basis. The
employees of Exxon Chemical Pakistan
Limited, in partnership with leading
international and local financial institutions,
bought out Exxons 75% equity. This was at
the time and perhaps still is the most
successful employee buy-out in the
corporate history of Pakistan. Renamed as
Engro Chemical Pakistan Limited, the
Company has gone from strength to
strength, reflected in its consistent financial
performance, growth of the core fertilizer
business, and diversification into other
businesses.
As Engro Chemicals (further expansions)
It was year 1997 when Engro Chemical
Pakistan limited decided to establish Engro
Vopak Terminal Limited on 50/50
partnership basis between Engro and Royal
Vopack of Netherlands, for handling bulk
liquid chemical storage at Port
Qasim Karachi. In that same year Engro
Asahi polymer Chemicals limited was
established in a result of joint venture
between Mitsubishi Corporation and Asahi
for the manufacturing and marketing of PVC
resin.

Recent history
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.[citation needed]
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.
Health Safety & Environment
We will manage and utilize resources and
operations in such a way that the safety
and health of our people, neighbors,
customers, and visitors is ensured. We
believe our safety, health and
environmental responsibilities extend
beyond protection and enhancement of our
own facilities
Ethics and Integrity
We do care how results are achieved and
will demonstrate honest and ethical
behavior in all our activities. Choosing the
course of highest integrity is our intent and
we will establish and maintain the highest
professional and personal standards. A well-
founded reputation for scrupulous dealing is
itself a priceless asset.
Our people
We strongly believe in the dignity and value
of our people. We must consistently treat
each other with respect and strive to create
an organizational environment in which
individuals are fairly treated, encouraged
and empowered to contribute, grow and
develop themselves and help to develop
each other. We do not tolerate any form of
harassment or discrimination.
Innovation & Risk Taking
Success requires us to continually strive to
produce breakthrough ideas that result in
improved solutions and services. We
encourage challenges to the status quo and
seek organizational environments in which
ideas are generated, nurtured and
developed. Engro appreciates employees
for well thought out risks taken in all realms
of business, and for the results achieved
due to them, acknowledging the fact that
not all risks will result in success.
Community & Society
We believe that a successful business
creates much bigger economic impact and
value in the community, which dwarfs any
philanthropic contribution. Hence,
sustainable business development is to be
anchored in commitment to engage with
key stakeholders in the community and
society.
Engro
Chemical
Engro Chemical Pakistan Limited then
started a journey of venturing into other
sectors including foods, energy, industrial
control and automation, PVC resin
manufacturing and marketing, and
chemical terminal and storage.
In 2009 plans were announced of
demerging the fertilizer business into an
independent operating company. The
expansion and growth in the company
necessitated a change in the way the
company operated and conducted business.
Keeping in view the operations of multi
category businesses, expansion strategy
and growth vision, the management
decided that the various businesses would
be better served if the Company was
converted to a holding company. As a result
it was decided to demerge the fertilizer
business and establish a holding company
structure to manage the affairs of various
businesses.
Engro
Fertilizers
Engro Fertilizers Limited was incorporated
in June 2009 to manage the fertilizer
business post demerger. The demerger
required the approval of the High Court of
Sindh, which was granted on December 9,
2009 after obtaining the requisite approvals
from the creditors and shareholders of the
Company. The demerger became effective
from January 1, 2010. Consequently, all
fertilizer business assets and liabilities have
been transferred to Engro Fertilizers Limited
against the issue of shares to the Company.
To reflect the change in the scope of
mandate and scale of operations, Engro
Chemical Pakistan Limited has been
renamed as Engro Corporation Limited
with effect from January 1, 2010. Engro
Corp, as the holding company is responsible
for the long term vision of the company,
overseeing the performance of the
subsidiaries and affiliates, allocation of
capital, management of talent, leadership
development, HR guiding policies,
leadership role in public relations and CSR
activities, control structures, legal and IT
support.
Engro
Corp
Engro Corp will maintain a lean structure
with a focused scope, allowing maximum
empowerment to the subsidiaries and
affiliates to drive the operations of their
respective organizations.
At Engro, we support our leadership culture
through unique systems and policies which
ensure open communication, foster an
environment of employee and partner
privacy, and guarantee the well being and
safety of our employees.
Our core values form the basis of
everything we do at Engro; from formal
decision making to how we conduct our
business to spot awards and recognition. At
Engro we never forget what we stand for.
Following are our core values:
Engro food
Pakistan
the local flavor with a global vision

Engro Foods is among the biggest and

fastest growing conglomerates in Pakistan
with a vision to cater to local needs with
products conforming to global standards.
Highly passionate about providing millions
of people across the length and breadth of
Pakistan and beyond with the ultimate
brand experience, our product portfolio
comprises some of the country's biggest
and best selling brands including Olper's,
Olper's Lite, Olfrute, O'more, Omung,
Omung Lassi and Tarang.
But whether it is our thick, creamy all-
purpose milk, scrumptious ice-cream high
on nutrition content or refreshing range of
fruity beverages, our approach remains
largely the same as we strive to keep
product innovation at the forefront of our
guiding philosophy and consumer
satisfaction at the heart of our operational
strategy.
Awards
achieved by
Engro corp
Eman won Pakistans InfoComm Technology
(ICT) Award (Karachi, Oct 2011)
Eman won Merit Award in the regional Asia
Pacific InfoComm Technology Award
(APICTA) (Thailand, Nov 2011)
Engro Corporation being named The most
preferred graduate employers in Pakistan,
2011 by engage consulting
Engro Vopak tops the list at the Vopak Asia
Awards 2010
Engro Rupiya Certificates declared the best
transaction award of 2010 by CFA
Association of Pakistan
Engro Corp awarded the KSE top 10
companies award for the year 2008-2009
Engro Zarkhez won the coveted title of
Brands of the Year award
Engro Corp won the Investor Relations
Award by CFA Association of Pakistan
Corporate offices of Engro Corporation &
Engro Fertilizers received Green Office
Certifications- becoming one of the only
three companies in Pakistan to receive
Green Office Diploma
Engro Polymer & Chemicals won Best
Annual Report- 2nd in chemical sector by
ICAP
Engro Corp and Engro Polymer & Chemicals
won living the global compact
Responsible business award 2010-11 by
Global Compact
Engro Corp won the Best Sustainability
Report Award 2010 followed by Merit
Certificates for reporting under GRI
framework by ICAP
Environment
al Analysis
Asteriois G Kefalas in his book, Global
business strategy: A system approach,
explains that how and why an environment
is concerned to a nature of business and
business organization.

THE MACROENVIRONMENT
Macro environment is actually a big picture
of the surrounding environment in which a
business and organization operates.
Understanding the macro environment of a
country or the world requires understanding
the relationship between humans and their
natural habitat. The resources and the
carrying capacities of the natural habitat
affect both the quantitative aspects (such
as population volume and growth rates) and
the cultural aspects (such as social,
political, and economic behaviours) of
human life.

MICROENVIRONMENT
The microenvironment has been defined as
a particular organization's external business
environment. Studying the micro business
environment helps manager to set the
organizations objectives by matching the
organizations internal strengths and
weaknesses with the uncontrollable
probabilities within that specific business
environment.

Engro Corporation limited operates in that

part of the world where dramatic and
unexpected changes are always expected
that requires the organizations analysts
and mangers to keep an extreme eye on
whats going on. Here i am going to present
different analysis to help understand the
environment in which Engro corporation
exist.

PESTLE
Pestle analysis categorically involves the
factors which are directly concerned to the
macro environment and they are Political,
economical, social, technological, legal and
ecological.

POLITICAL
Pakistan is currently suffering from political
turmoil. On one hand where it is struggling
against the issue of terrorism which
involves the international community and
international politics on the other hand its
facing internal political instability. Because
of the continuous military interference into
government and politics the Political forces,
in the past, have not had enough chance to
practice fundamental democratic values. In
result both political forces and the people of
Pakistan have not yet been able to achieve
the political maturity which can be seen in
the western, American and other
democracy dominant societies. The overall
situation is further resulting into the
empowerment of unreliable and corrupt
executives who are usually responsible of
making economic and social policies. That
is why Pakistan is not achieving required
economic and social goals yet. The policy
makers usually involve in taking kick backs
and turning policies into their personal
interest, after 9/11 the war against terror
has put a great impact on Pakistan and is
actually resulting into the destruction of
peace of the country. International
communities and investors are hesitating to
invest in Pakistan. Even though the tax
policy, employment laws, environmental
regulations, trade restrictions and tariff
regulations have been formulated but
implementation on these policies is not
being conducted in mannered way. Also
there is a need of brining new economic
and agriculture reforms.Especialy the
agriculture tax reforms where the per unit
land tax price has been a big issue over the
times. Employment laws have been
formulated according to the international
standards but child labour issue needs to be
addressed on war grounds. Being a member
of WTO Pakistan supports the free market
and free trade ideology but in fact no such
free market is in practice in the modern
world. Every country has some trade
barriers to protect local industry, so does
Pakistan. An anti dumping duty ordinance is
in place to protect local industry that also
encourages local industrialists to invest
further. The tariff rates and policies are
being reviewed over the time. Having all
these positive indications Pakistan still
needs to modernize the trade and industrial
sectors by developing transparent policies.
In the current time the civil society of
Pakistan seems to be awakening to break
the political and feudal status quo that will
help Pakistan, in future, to develop a
civilized political culture.
When we analyze the Engro Corporation
having the above environment in
backgrounds and beyond we need to give
considerable attention to the Engros
internal strengths and weaknesses. Here i
would talk about Engross internal strengths
in comparison of that particular
environment. On one hand Engro has tried
to keep away from being politically
attached to that atmosphere and has
concentrated properly on its business which
has helped it to become not polluted
professional organization. On the other
hand Engro has been complying with the
countrys law and cultural values. Because
of the strong internal culture and
commercialism company has strengthen
itself to compete with various kinds of
political circumstances.

ECONOMICAL
Pakistans economic growth rate is currently
5.5% which was 8% once in 2005 but huge
shortage of electricity and political
instability has affected the growth rate.
Economic growth of Pakistan can be seen
through gross domestic purchasing power
parity, which was estimated to be $454.2
billion in 2008. Official exchange rate was
approximately $160.9 billion, while real
growth rate in 2008 GDP of Pakistan, as per
statistical data was found to be 4.7 percent.
GDP per capita income was $2,600 in 2008.
Interest rates are slightly high in Pakistan
because of IMF conditional bailout
programme and were rose by 15% in
2009.purcasing power of Pakistanis has
been shaken up by 13% of inflation rate.
Wage rates, minimum wages and 60 hours
per week working time in manufacturing
sector and 48 hours in service sectors are
very suitable for large and international
businesses. High percentage of
unemployment is resulting to be suitable for
cheap labour provision but it increases the
inflation rate that affects business directly
on the other hand. Countrys cost of living is
lower comparing to developed countries.
Engro Corporation is directly affected by
these factors. Engro has tried to take
benefit from availability of cheap labour but
interest rates are putting a negative effect
on engros internal economy because it has
financing relations with most banks in
Pakistan also with some international banks
like HSBC,Barclays etc . Inflation rate is also
affecting engro especially engro foods
which involves direct relation with public
purchasing power on broad levels. On the
other side the global economy is facing a
downturn in recent times. The economic
recession has rolled largest economies in
the world. Engro needs to have a deep look
on this factor in order to develop strategies
for international perspective.

SOCIAL
Pakistan is an agricultural country, 70%
population living in rural areas, 98%
population is Muslim. 42% population under
15 years of age only 4% over 64 years of
age .2% per year population growth rate,
65% literacy rate. The geographic area of
country is known to be one of oldest
civilizations in the world. But because of
poor economic condition the awareness
about health consciousness, safety and
global warming has not been very
significant but now the awareness ratio on
these issues is rising rapidly in the society.
Increasing literacy rate especially in IT and
engineering sectors have changed the
career attitudes in the country. A strong
business and industry culture is developing
itself influencing by different factors. Engro
Corporation is directly serving to 96%of the
countrys population. A large portion is
covered by engro fertilizer. Engro foods is
taking health consciousness into the
consideration for its product development.
Engro is building Pakistans first green
power house to tackle the global warming
issue. International health and safety
standards have been achieved by Engro
within all its industries especially in
chemical industry. Providing employment on
large scale Engro has shared the change in
career attitudes.
TECHNOLOGICAL
In the modern age technology is advancing
and improving every day. These advances
are not only influencing corporate
businesses but equally influencing the
societies as a whole by bringing the change
into social behaviours. On the corporate
level as the organizations adopting the
horizontal and vertical integrating method,
Getting as more as possible technological
strength is a powerful weapon to achieve
the corporative integrity. Pakistan as a
developing country needs technological
advancement in every sector of economy
ranging from electricity generation, road
construction, port and airport
developments, data base structuring,
information technology railway, food
industry, oil and gas sector, logistics and
many more. Government is privatizing and
out sourcing mega projects and multi
industry sectors to save costs and to gain
financial balance. Especially in oil and
energy sectors Pakistan needs huge
investments. These requirements and
circumstances are actually a massive
potential market for the organizations which
have well-built technological resources.
Engro takes advantage from this availability
and has offered in sourcing to the
government in multi sectors like currently
working on a power house project with the
collaboration of government. The project is
called Thar coal power project which is
spouse to produce 1200MW electricity for
the country using coal reserves.

ENVIRONMENTAL
Being a developing country Pakistan is
considered to be one of those countries
where the ecological and environmental
aspect needs special concentration.
Pakistan has six metropolitan cities which
have heavy industry manufacturing textile,
leather products, fertilizers, steel goods etc.
Most of the countrys vehicles run on diesel
and petrol. Small level industry like brick
making and small steel melting units leave
a big amount of carbondyoxide in the air.
Clean drinking water is also a big issue in
the country. Handling and recycling
wastage from manufacturing sector is most
critical aspect of the ecological concerns in
Pakistan. On the other hand diseases due to
dirty water and improper food are also a
challenge for the country. All above issues
are influencing Pakistan both economically
and socially. But on the same time there is a
huge potential for investments from eco
friendly organizations to compete against
these challenges. Implementation on
environmental regulations is on high
demand from the global society as well.
Engro being part in this environment is
playing its role by internally implementing
the related laws and standards like ,
process safety, workforce safety, workplace
health, food safety, risk assessment, and
environmental performance. In the field
engro is building Pakistans first green
power house in Sindh province and looks
ahead for many other projects.

LEGAL
Having been developed with in business
laws and taxation laws according to the
international standard legal situatations in
Pakistan are at satisfactory level. Recent
business legislations have helped the
country to be suitable for international
investments. No restrictions on joint
ventures and revision of tax ordinance
2001-2002 are the latest achievements
towards investment friendly society. But
overall small tax base and unsatisfactory
tax collection system along with economic
and political situations present a negative
impact on countrys economy. Also
implementation on import/export laws
concerning duty and custom tax is
significantly lacking. But now as the modern
educated youth is entering into the
countrys judicial and legislative institutions
the overall circumstances are getting better
and better. Also the awareness about
economic globalization in the general
population is increasing day by day that will
soon reflect into the more betterment of
legislation and legalization circumstances.
To protect the local fertilizer industry
government has passed a law of imposing
anti-dumping duty on fertilizers import and
has allowed the industry to import fertilizer
plant equipments without paying any tax .
Beyond the facility of taxation policy and
joint venture legalization in Pakistan Engro
has taken a step of being part of an
international business joint venture that is
called Avanceon Advanced Automation
LP, a leading provider of technology
solutions to manufacturers In north US,
Innovative Automation & Engineering, FZ, a
leading Dubai based engineering & system
integration company serving Middle East
and African Oil & Gas, Water, Waste Water,
Infrastructure, and Manufacturing
industries; and Engro Innovative
Automation Pvt. Ltd., a global provider of
industrial automation and engineering
support products and services announced a
joint venture under the name of
AVANCEON.
FORMULATION
STRATEGY
In formulating a strategy, the strategic
decision makers of Engro Fertilizers must
analyze conditions internal to the
organization. An internal analysis leads to a
realistic company profile, which is the
determination of a firm's strategic
competencies and weaknesses. The
development of a
Company profile in four-step process:
Managers audit and examine key aspects
of the business's operation, seeking to
target key areas for further assessment.
Managers evaluating the firm's status on
these factors by comparing their current
condition with past abilities of the firm.
Managers seek some comparative basis -
linked to key industry or product/market
conditions - against which to more
accurately determine whether the
company's condition on a particular factor
represents a potential strength or
weakness.
In internal analysis is to provide the
results, or company profile, as input into the
strategic management process.
An internal organizational analysis
evaluates all relevant factors in an
organization in order to determine its
strengths and weaknesses. Some of the
areas that Engro Fertilizers should analyze
include the following:
1. Financial position. The financial
position of a business plays a crucial role in
determining what it can or cannot do in the
future.
2. Research and development
capability. Engro Fertilizers pays
continuous importance to research as it
ventures into new and upgraded products
continuously.
A culture of continuous innovation is
stressed on and engagement surveys
carried out to find out further input from the
employees.
There are a couple of government
institutions like NFDC, who carry out
research. Outsourcing through research
agencies is also quite common and field
resources, such as getting information from
the farmers is also given importance to.
3. Organizational structure.
Organizational structure can either help or
hinder an organization in achieving its
objectives. In case of Engro Fertilizers, the
organizational structure is a mixture of
horizontal and vertical importance. The
informal communication helps information
to flow in a strong way. Other practices like
whistle blowing and feedback emails like
the Speak Out continuously decides what
actions should be taken by the Committee
and the areas where it should improve.
No major restructuring has taken place
since the time of its inception and Engro
Fertilizers continues to evolve as a matrix
organization that enjoys the benefits of
formal and informal organizational
practices.
4. Human resources. All the activities of
an organization are significantly influenced
by the quality and quantity of its human
resources. As discussed above, the Human
Resources at Engro, just like all of its
subsidiaries are greatly valued and much
effort put to improve it.
5. Condition of facilities and
equipment. The condition of an
organization's facilities and equipment can
either enhance or hinder its
competitiveness.
Internal analysis is difficult and challenging.
The checklists provided above can be
helpful in determining specific strengths
and weaknesses in the functional areas of
business.

CORPORATE
STRATEGY
Corporate strategy is based on Engros core
competence Engro is the pioneer of
fertilizer in Pakistan, they have a strong
Urea business model and to complement it
they have built the most efficient and
largest single train urea plant in World
Enven, having a capacity of 1.3 mn tonnes
and an investment of USD 1.05 bn, by the
far the largest private sector industrial
investment in Pakistan.
Other key strengths of the company include
efficient management, companys ability to
deliver and a strong profitable group of
subsidiaries. As the CFO, Naz Khan while
commenting on the current debt position of
the company said Engro Corporation has
many subsidiaries, and there is no
possibility of a default on payments
whatsoever.
As the company continued its growth in
other sectors and in fertilizer sector building
the most efficient and largest single train
urea plant in World Enven, catching up the
capacity in fertilizer that is required by the
current and future demand in Pakistan, their
direction for future growth is outside
Pakistan considering the fact that export of
fertilizer is banned in Pakistan. Mr. Ali,
Manager Market
Analysis & Planning told us that the new
direction for the company is to develop
an off-shore plant based on the companys
expertise in fertilizer sector catering to the
fertilizer demand in other countries. He said
that currently we are on the feasibility stage
of our off-shore plant. Besides that he said
that an agricultural-led growth strategy is a
step in the right direction. Even though the
contribution of agriculture sector to the
countrys GDP has declined from 65% in
1990s to around
21% at present, it is still a significant
contributor to the GDP, employing 44
percent of the workforce.

BUSINESS LEVEL
STRATEGY
Two of Engro Fertilizers Limited core
products have been recognized for
extraordinary performance in the respective
sectors of macronutrients (Engro Urea) and
micronutrients (Zingro). Engro Fertilizers
Limited is a subsidiary of Engro Corporation
Limited (formerly Engro Chemical Pakistan
Limited).
Engro Urea, the oldest and most trusted
brand of high-grade nitrogenous fertilizer in
Pakistan, is Engro Fertilizers premier macro
nutrient product. Zingro, introduced in
2004, has been developed as a high-
grade zinc fertilizer targeting zinc
deficiencies in crops such as rice, resulting
in greater yield and an improved end-
product.
This recognition for Engro Urea and Zingro
is a testimony to the strength of Engro
Fertilizers brands, as well as the strength of
the brand teams resolve and hard work put
into making Engro a premier brand owner in
the fertilizer industry. With this Award,
Engro Fertilizers Limited has joined the
ranks of several of Pakistans premier brand
owners, including the likes of previous
winners such as Toyota, TCS, P&G, Standard
Chartered, Pizza Hut, Marriot, K&Ns, Berger
Robbialac, Castrol, Bonanza, Dadex, Dunkin
Donuts, Head & Shoulders, Ideas, Intel,
Inbox, and RoohAfza, among others.
The Brands of the Year Award is the first-
of-its-kind hallmark for Brand Recognition in
Pakistan, and aim to highlight and
encourage the best brands in the Country. It
is an annual endeavor, resulting from the
joint efforts of The Exhibitor Group, Pakistan
Standards and Quality Control Authority
(PSQCA) and the Intellectual Property
Organization (IPO-Pakistan).The awards
have garnered significant international
acclaim, and are conducted and duly
endorsed by Brands Bureau International
Limited London UK & Brands University.

SWOT ANALYSIS OF
ENGRO FOODS
STRENGTH:-
Organizational strength is skills and
capabilities that enable an organization to
conceive of and implement its strengths.
The strength of ENGRO FOODS has strong
and well established brands. They are very
lucky in this sense they have most
experienced sponsors from market. The
most important strength of this industry is
its proactive management who is operating
well and they have also the strong and vast
distribution network al over the Pakistan.

WEAKNESSESS:-
Organization weaknesses skills and
capabilities that do not enable an
organization to choose and implement
strategies that support its mission. The firs
and the basic weakness of engro foods that
create alarming situation for them that is
little experience in FMCG, sector as nestle
has been practicing in this sector for the
last three decades .They also need
significant investment in research and
development to make the brands best and
from others. They have little experience in
powered segment which plant to inter by
2013.engro foods project is unable to fulfill
demand of local powder milk product.
OPPORTUNITIES:-
Organization opportunities are areas those
may generate higher performance EF has
huge potential in liquid dairy products. They
have large and vast system of powered
segment and it has the threat for its
competitor. It has significant growth
potential in North American meat market.

THREATS:-
Organization threats are areas that increase
the difficulty in organizations. The biggest
threat for EF is the competitors. Risk of
price war in ice cream as walls enjoying
higher economics on scales. Nestls huge
investment in powered segment could be a
entry barriers. The other important threat
for this company is due to high return
prospects, other players may also try to
enter in this segment.
SWOT ANALYSIS OF
ENGRO CHEMICALS
STRENGTH:-
Different strategies call on different skills
and capabilities. It has strong performance
management. Management parties and
principals inherited from EXXON chemical
USA after the management buyout in
1991.They are also enjoying the subsidies
of gas pricing during the last 10 years. In
the result of this subsidy they have strong
accumulated reserves low gearing will
provide the financial strength in upcoming
years.
The most golden part of its strength is this
that 50% joint ventures, ENGRO vopak has
completed 4 years of profitable operations.
They have not only a strong customer circle
but also have product research. They are
also enjoying large market share of engro
innovative and chemicals. They also have
good reputation in market by strong brand.

WEAKNESSES:-
Weaknesses is not good for any companys
strength while engro vopak is performing
satisfactory deterioration in operating
results of engro SAHI could result in SAHI
calling financial support in ECPL.
Engro urea doesnt command the same
market premium as competitors. Fiji
fertilizers Sona urea is sold in Punjab
province where engro has strong market in
Sindh province only,

OPPORTUNITIES:-
New petrochemical project is helping to
improve profitability of engro chemical.
Besides this opportunity they have
launched the larger segment of value
addition chain for reducing business risk
through this strategy. They have also had
an opportunity to merge with their global
business to cope with the competitors. They
have potential to innovate and differentiate
companys product for sustaining a
competitive advantages.

THREATS:-
The main threat and problem that occurs
when there is a competitive and
technological threats are created.The
highlight and major internal factor which
will affect the companys performance that
are size, strength. Cost, revenues and
strategy as well as external factors
competitive positioning and industry trade.
They are also facing the high inflation rate
along with low purchasing power. Most of
the investors are not investing due to the
low rate of interest and the uncertain
condition in market. They are also coping
with the recessionary period in business
cycle. Engro chemical is also facing the
increase in sales tax.

SWOT ANALYSIS OF
ENGRO FERTILIZERS

Strength:-
The investors, the players, who are
operating in this sector, are financially
strong and they can start production in new
product line. By adding some new unit they
can enhance the production capacity of
utilization. They have also a well
distribution centers and all the companies
in this industry have developed a well
planned network field, Warehouses to
insure that fertilizers are available to the
farmer uninterrupted. They also peruse an
innovative education oriented advertising
policy, utilizing print media and road side
advertisement. The major part of strength
that all the fertilizer plants are producing at
more than 100 percent installed capacity of
utilization.

WEAKNESES:-
They have more weakness than the other
sector of engro projects due to the
backward in the technology along with low
resources. They are facing such troubles
like demand is increasing day by day and
the capacity of plants to produce fertilizers
are getting decrease. Farmers have to pay
above than the stated price because of
existence of black market and heavy
demand. There is another factor that we
cant deny that the low advertising
campaigns.
OPPORTUNITIES:-
The project of engro, Engro fertilizers is
enjoying high benefit from the market and
from the government as well. As an
agriculture country it has a great support of
govt in fertilizer sector. There is no quota
restriction by WTO since 2005, so there is
more opportunity to export. Availability of
gas from Iran can also increase the
production for industry and fulfill the
demand.

THREATS:-
Due to uncertain political situation in
country govt policies are not consistent
regarding fertilizer industry. Unstable
political condition is also a big threat for
fertilize industry. A natural; gas is main raw
material and is supply is also a problem.
The fuel price is also increasing due to the
fuel crises in the international market. The
biggest threat for the engro fertilizer is that
imported fertilizers are available at cheap
prices than local fertilizers. So, the farmer
gives more important rather than the local
products.
BIBLIOGRA
PHY
INFORMATION COLLECTED VIA BOOKS
Annual repoart
 Quarterly financial report
Investers blog
BY READING INTERVIEW OF CEO OF
ENGRO

President & CEO Engro Corporation

INFORMATION COLLECTED VIA
INTERNET
Encyclopedia
Wikipedia
Google
Engro corporation
BY READING NEWS PAPER

JUNG & DAWN NEWS PAPER

Table of
contents
Contents page
no
Introduction

Engro
food
.
Engro
chemical
..
Engro
fertilizer.

Award
achievement

Environmental
analysis..
Formulation
strategy.
Corporate strategy...

Business level strategy.

..
SWOT
analysis..
...
Engro
food
Engro
chemical
Engro
fertilizer.
BCG
Matrix
.
Bibliography