5

Department of Business Administration

GCU Faisalabad

Mitchells fruit farms limited

Group Members

M. Junaid Afzal
M. Saeed Anjum
Raheel Anjum
Noman Ahmed
M. zakria

Department of Business Administration

GCU Faisalabad

Presented to:
Mr. Usman Zafar
Lecturer MBA
Specialization: Management

MBA420- Principles Of Management

Department of Business Administration
GCU Faisalabad

Contents
Our group talk consists of the following section
1.

History and Introduction

2.

Organization structure and standing

3.

Import export

4.

Achievements

5.

SWOT analysis

6.

Financial statement and profitability margin

7.

Future plans of the company

8.

Concluding remarks

Department of Business Administration

GCU Faisalabad

History:

Francis J. Mitchell arrived in Bombay from Scotland at the

end of World War I. He had been invited by his brother
who was already established in North Western India as
contractor to the government for construction of the
railway network. At that time, an opportunity came to his
way in the form of the emerging irrigation system being
laid out in the canal colony districts of West Punjab. He
was successful in obtaining the lease of 720 acres of
agricultural land in the Montgomery (Later Sahiwal but
now it is in Okara District premises) district. He initiated
the business of growing grapes for eventual sale as dried
raisins and sent his younger son Richard to Australia for
training at Mildura which was well known as a center of
specialization in the field of horticulture.The Company,
with Francis Mitchell as its Governing Director and his two
sons Leonard and Richard as Directors, was incorporated
in 1933 and given the name Indian Mildura Fruit Farms
Ltd

Department of Business Administration

GCU Faisalabad

Introduction

Established in 1933 by Francis.J.Mitchel

The most recognizable breakfast and daily routine product of

household

Increased productivity but maintained quality

Largest company of Pakistan and is leading all other markets
brands

Department of Business Administration

GCU Faisalabad

Location
The production facilities and factory offices are situated in the
Renala khurd near district Okara. This place is about 115
kilometers far from the head office of the company in Lahore.
This factory is lying in the vast area of about 10 acres. The
farms of MITCHELLS Fruit Farms Limited are also occur
between Renala khurd and Okara. The distance between
Renala and Okara district is round about 13 km. The farms of
the company lying on the area of 450 acres.

Department of Business Administration

GCU Faisalabad

Mission and Vision

Vision

To be competitive in the growing market as the quality managed

company

Mission

To be a leader in the market we serve by providing quality products to

our consumers while learning from their feedback to set even higher
standards.

To be a company that continuously enhances its superior technological

skills to remain internationally competitive in this day and age of
increasing challenges.

To be a company which optimally combines its people, technology,

management systems, and market opportunities to achieve profitable
growth while providing fair return to its shareholders.

Department of Business Administration

GCU Faisalabad

Offices

Organization structure and standing

Board of directors

Advisor

Chairman

MD/CEO

ES

AM

CFO

MM

SCM

Department of Business Administration

GCU Faisalabad

Financial structure

Factory structure

FUNCTION
Drawing

up the plans for the production daily

basis

Recording of raw and paking material

Operating
Dispatch

a proper reporting system

the goods

Ensuring the proper maintains & care of company

vehicles.

Company Values

Innovation
Health
Quality

Department of Business Administration

GCU Faisalabad

Supply chain manager

Supply Chain Manager

Selection and continuous assessment of the

supplier

Preparation and approval of documents being

used in supply chain section.

To look after the all activities of supply chain

section

To handle all imports

FUNCTION OF AM (SC):

To procure services, raw &packing material spare parts of high

quality.

Forecast and plan for purchase of material with minimal blockage

of company funds.

To lodge claims with insurance companies for the loss of

materials

The explore and develop new source of supply for economy

Verification of receipt of material

Verification of clearing of bills

Approval and issuance of all documents being used in the supply

chain.

Approval of purchase requisitions

Local Supplier of Mitchells

PACKAGES PVT LTD

PRINTECH

GLASS INDUSTRY

FLAVORS MAKER COMPANIES

Department of Business Administration

GCU Faisalabad

Growth and Development

Best growing and processing
facilities in one location
Have vast and modern
machinery
The first food company of
Pakistan to win ISO 9001 award

Department of Business Administration

GCU Faisalabad

Institutional Clients

Pakistan International Airlines

Five Star Hotels (Pearl Continental, Awari etc)

Gymkhana Club

Department of Business Administration

GCU Faisalabad

Kinds of jobs and personality

dimensions

Marketing department:
Marketing department of Mitchell's through some little variants.
Marketing and sales department, extrovert people are required.

Finance department:
Practically they need 50% relation between these dimensions and job
position in the organization.

Personnel and administrative department

The head of personnel department is personnel manager.

Department of Business Administration

GCU Faisalabad

Motivation Theory

Creativity and job performance

This relation is very strong because they have to seek new ideas and
innovative.

Self monitoring and job performance

The behavior of people is different in different situations so as to make a

match between the personality and the situation.

Self efficacy and job performance

The person who is high in self-efficacy is more confident.

Risk taking, self esteem and job performance

They are highly self centered.

They are more satisfied with their jobs.

Department of Business Administration

GCU Faisalabad

Foreign Licence

Given proprietary rights by L. Rose and Company Ltd. of

England in 1946 because of its dedication to quality and
technical expertise.

Only Pakistani manufacturer and distributor of Lime Juice

Cordial and Lime Marmalade in Pakistan and Afghanistan.

Department of Business Administration

GCU Faisalabad

Major Import of Mitchells

Following are the major countries from where Mitchells
imports the material for the production of quality products.
1.
2.
3.
4.
5.
6.
7.

Malaysia
Singapore
Indonesia
England
Philippine
China
Germany

Department of Business Administration

GCU Faisalabad

Major exporting countries

Canada

Saudi Arabia

Afghanistan

Gulf States

UAE

Hong Kong

Singapore

USA and UK

Department of Business Administration

GCU Faisalabad

Major Import Items

COCOA BUTTER

COCOA POWDER

HPK OIL (HYDROGENATED PALM KERNELS)

METAL CAPS

TINS

PLANT AND MACHINERY

PINEAPPLE CONCENTRATE

LEMON CONCENTRATE

Department of Business Administration

GCU Faisalabad

Corporate Culture

The success of Mitchell's brands of the corporate

emphasis.

The R and D section prepares new recipes and

formulations.

QC section ensures selection of the finest fruits and error

free processing and packaging.

Department of Business Administration

GCU Faisalabad

Contributions

Cultural contributions

Contribution of family

Social contributions

Situation contribution

Department of Business Administration

GCU Faisalabad

Communication Within the Company

Normally, the E-mail is used for the communication within

the company. Mitchells has its own Email-based website.

The hard copies of these mails are filed for the future
references.

Other modes of communication are telephone, courier

service and fax.

Department of Business Administration

GCU Faisalabad

Mitchells Achievements

INTERNATIONALLY WIN CONSUMERS CONFIDENCE

AUTOMATION OF TOFFEE-MAKING PROCESS

MOLDED-LINE CHOCOLATES PLANT

ISO 9001 ACCREDITATION

Department of Business Administration

GCU Faisalabad

Span of control
Strong relation between job performance and personality dimensions
and attributes.

Focus of control and job performance

Internal believe: They think that they make their own fate so they
work hard.

External believe: They are not hard working so they do not

succeeded .

Emotional stability and job performance

Personnel, finance manager and executive are calm personality

and their productivity is very high.

Department of Business Administration

GCU Faisalabad

SWOT Analysis
Strengths
Still Pioneer
Strong Brand Name
Farm fresh image
More fruit content
Top of Mind Recall
Variety in Flavours

Weaknesses
Less Support of
Promotions
Less Packaging
Varieties
Limited Traget Market

Opportunities
Untapped Market
Segments
Available Packaging
options
New flavours can be
introduced

Threats
Increased competition
Aggressive
Advertisement of
Competitors
Increasing Market
Share of Competitors

Department of Business Administration

GCU Faisalabad

Strengths

Oldest company of Pakistan.

ISO 9001 Award in 1998.

International recognition.

Own reputation in market.

Own growing and processing facilities at one location.

Single national company that has variety in flavors.

Molded chocolate (praline) is very popular in all over the world till
2001 no national company was producing molded chocolate in the
country.

Department of Business Administration

GCU Faisalabad

Weaknesses

Less support of Promotions.

Hardly advertising on the Media.

The management style that has adopted by the company is bureaucratic

Degree of formalization and centralization is high.

Not serious in promoting its brands.

Dont have any short term and long-term decision-making plan.

Decreasing growth rate and eventually losing market shares.

As we know that there is severe competition in the food industry, but still the
availability of Mitchells products is very poor.

Company is offering fewer discounts as compare to other relevant industrys

companies like Shezan, National, Rafhan, Salmans and Ahmed to retailers
and distributors.

Department of Business Administration

GCU Faisalabad

Opportunities

Have an opportunity to target untapped market segments.

Creating new horizons for the food processing companies.

Increase the depths of its existing products categories.

The company may invest in new product categories.

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.

Department of Business Administration

GCU Faisalabad

Threats

Increased competition (shezan food ,national food,rafahan food

etc.)

Politically Instability

Additional general sales taxes and tough economic conditions of

the country are reducing the purchasing power of the people.

Increasing Market Share of Competitors.

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 additional support in
terms of marketing activities, production expertise and financial
resources.

Department of Business Administration

GCU Faisalabad

Analysis of Financial Statement and

Profitability Margin

Gross profit margin

Operating profit margin

Net profit margin

Return on investment

Return on equity

Earning per share

Department of Business Administration

GCU Faisalabad

Gross profit Margin

The gross profit margin measures the percentage of each

sales dollar remaining after the firm has paid for its goods.
The higher the gross profit margin, the better and the lower
the relative cost of merchandise sold.

Mitchell's gross profit margin is 18.7%

Department of Business Administration

GCU Faisalabad

Operating profit Margin

The operating profit margin measures the percentage of each
sales dollar remaining after all costs and expenses other than
interest and taxes are deducted.
It represents the pure profits earned on each sales dollar. A
high operating profit margin is preferred.
Mitchell's operating profit margin is 8.5%.

Department of Business Administration

GCU Faisalabad

Net profit Margin

The net profit margin measures the percentage of each sales
dollar remaining after all costs and expenses, including
interest and taxes, have been deducted.
The higher the firms net profit margin, the better. The net
profit margin is commonly cited measure of the firms success
with respect to earnings.
Mitchell's net profit margin is 4.64 %.

Department of Business Administration

GCU Faisalabad

Earning per share

The firms earnings per share (EPS) are generally of
interest to present or prospective stockholders and
management.
The earnings per share represent the number of dollars
earned on behalf of each outstanding share of common
stock.
They are closely watched by the investing public and
considered am important indicator of corporate success.
The EPS of Mitchell's is Rs. 7.52

Department of Business Administration

GCU Faisalabad

Production Process

There are two department of production process.

Grocery department

Confectionary department

Department of Business Administration

GCU Faisalabad

Grocery department

Following item are produced in this department

Pickle

Milk Toffees

Ketchup

Jams

Squash

Juices

Department of Business Administration

GCU Faisalabad

Confectionary department

Following items are prepared in this department

Jubilee

Golden Heart

Top Milk

Luxury

Molded Chocolates (Praline)

Department of Business Administration

GCU Faisalabad

Finished Goods Department

FG1
FG2
FG3
FG4
Department of Business Administration
GCU Faisalabad

Future Planning

COMPANY IS GOING TO INCREASE THE NUMBER OF

AUTOMATIC MACHINARY

IN COMING YEARS THE COMPANY IS GIONG TO

PURCHASE A MACHINARY FOR CONFECTIONARY
PRODUCT

A STORE ROOM IS ALSO BUILD IN FACTORY FOR

SAUCE PRODUCT

COMPANY IS ALSO INCREASING THE NUMBER OF

EMPLOYEES

Department of Business Administration

GCU Faisalabad

Suggestions

During our visit I observe that Mitchells squashes are

available on almost every outlet in bulk quantity. But the
availability of guava and pineapple flavor was not so
good.

The display of Mitchells squashes was not so good

versus its competitors.

The company can also expand its business in other

product ranges like butter, cheese, mineral water, snacks
etc.

The new brands of squashes that are pineapple and

guava have not get excellent response from the
customers just because of poor advertisement campaign.
Proper advertisement was necessary to create
awareness an interest for new brands.

Department of Business Administration

GCU Faisalabad

Conclusion

Customer

Competition

Corporation

Mitchells

is very much conscious and

careful about its sales and about the
customer level satisfaction.

Department of Business Administration

GCU Faisalabad

THANKS
Any Remarks please!