Mitchell's Fruit Farms Limited was established in 1933 in Pakistan. It operates farms and production facilities. The company grows fruits and processes them into products like jams, juices, squashes, pickles, toffees, and chocolates. It has a wide product portfolio and exports to various countries. However, it faces increasing competition in the domestic market from other food brands with more aggressive advertising. Mitchell's aims to expand its product range and increase automation to maintain its leadership position in the industry.

1. 5
Department of Business Administration
GCU Faisalabad

2. Mitchell’s fruit farms limited
Group Members
 M. Junaid Afzal
 M. Saeed Anjum
 Raheel Anjum
 Noman Ahmed
 M. zakria
Department of Business Administration
GCU Faisalabad

3. Presented to:
Mr. Usman Zafar
Lecturer MBA
Specialization: Management
MBA420-Principles Of Management
Department of Business Administration
GCU Faisalabad

4. 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

5. 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

6. 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

7. 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 MITCHELL’S 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.
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GCU Faisalabad

8. 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.
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GCU Faisalabad

9. Offices

10. Organization structure and standing
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GCU Faisalabad
Board of directors
Advisor
Chairman
MD/CEO
ES AM CFO MM SCM

11. Financial structure

12. Factory structure

13. FUNCTION
 Drawing up the plans for the production daily
basis
 Recording of raw and paking material
 Operating a proper reporting system
 Dispatch the goods
 Ensuring the proper maintains & care of company
vehicles.

14. Company Values
Innovation
Quality
Health
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GCU Faisalabad

15. Supply chain manager

16. 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

17. 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

18. Local Supplier of Mitchell’s
 PACKAGES PVT LTD
 PRINTECH
 GLASS INDUSTRY
 FLAVORS MAKER COMPANIES
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GCU Faisalabad

19. 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
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GCU Faisalabad

20. Institutional Clients
 Pakistan International Airlines
 Five Star Hotels (Pearl Continental, Awari etc)
 Gymkhana Club
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GCU Faisalabad

21. 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.
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GCU Faisalabad

22. 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.
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GCU Faisalabad

23. 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.
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GCU Faisalabad

24. Major Import of Mitchell’s
Following are the major countries from where Mitchell’s
imports the material for the production of quality products.
1. Malaysia
2. Singapore
3. Indonesia
4. England
5. Philippine
6. China
7. Germany
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GCU Faisalabad

25. Major exporting countries
 Canada
 Saudi Arabia
 Afghanistan
 Gulf States
 UAE
 Hong Kong
 Singapore
 USA and UK
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GCU Faisalabad

26. 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

27. 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

28. Contributions
 Cultural contributions
 Contribution of family
 Social contributions
 Situation contribution
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GCU Faisalabad

29. Communication Within the Company
 Normally, the E-mail is used for the communication
within the company. Mitchell’s 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.
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GCU Faisalabad

30. Mitchell’s Achievements
 INTERNATIONALLY WIN CONSUMER’S CONFIDENCE
 AUTOMATION OF TOFFEE-MAKING PROCESS
 MOLDED-LINE CHOCOLATES PLANT
 ISO 9001 ACCREDITATION
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GCU Faisalabad

31. 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

32. 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

33. 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.
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GCU Faisalabad

34. 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.
 Don’t 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 Mitchell’s products is very poor.
 Company is offering fewer discounts as compare to other relevant industry’s
companies like Shezan, National, Rafhan, Salman’s and Ahmed to retailers
and distributors.
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GCU Faisalabad

35. 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.
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GCU Faisalabad

36. 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

37.  Gross profit margin
 Operating profit margin
 Net profit margin
 Return on investment
 Return on equity
 Earning per share
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GCU Faisalabad
Analysis of Financial Statement and
Profitability Margin

38. 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%
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GCU Faisalabad

39. 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

40. 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 firm’s net profit margin, the better. The net
profit margin is commonly cited measure of the firm’s success
with respect to earnings.
Mitchell's net profit margin is 4.64 %.
Department of Business Administration
GCU Faisalabad

41. Earning per share
The firm’s 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

42. Production Process
 There are two department of production process.
 Grocery department
 Confectionary department
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GCU Faisalabad

43. Grocery department
 Following item are produced in this department
 Pickle
 Milk Toffees
 Ketchup
 Jams
 Squash
 Juices
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GCU Faisalabad

44. Confectionary department
 Following items are prepared in this department
 Jubilee
 Golden Heart
 Top Milk
 Luxury
 Molded Chocolates (Praline)
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GCU Faisalabad

45. Finished Goods Department
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GCU Faisalabad

46. 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

47. Suggestions
 During our visit I observe that Mitchell’s 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 Mitchell’s 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

48. Conclusion
 Customer
 Competition
 Corporation
 Mitchell’s is very much conscious and
careful about its sales and about the
customer level satisfaction.
Department of Business Administration
GCU Faisalabad

49. THANKS
Any Remarks
please!