Mitchell's Fruit Farms Limited is a leading producer of fruit products in Pakistan. The presentation provides an analysis of Mitchell's business including its products, leadership, competitors, market share, internal and external factors, financial performance, and strategies. Key recommendations include using market penetration strategies to maintain market position, introducing smaller product packs to meet changing customer needs, improving customer satisfaction through quality and discounts, enhancing technology, and adopting decentralized decision-making.

1. Presented by;
● Muhammad Hamza
● Ali Hamza
● Atif Hassan
● Noor ul ain
● Zeeshan Kashif
Competitive Analysis

2. Content
● Business Profile of Mitchell’s
● Key People, Products
● Market Share
● Competitors
● Internal Factor Evaluation
● External Factor Evaluation
● Competitive Profile Matrix
● Porter Five Forces
● Financial Analysis
● Strategies
● Recommendation

3. LOCATION
Head Office
Mitchell’s Fruit Farms
Limited 40-A, Zafar Ali
Road, Gulberg V, Lahore

4. Vision
• To be a leader in the markets we serve by providing quality products to our consumers while learning
from their feedback to set even higher standards.
Our mission is 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 that attracts and retains competent people by creating a culture that fosters innovation,
promotes individual growth and rewards initiative and performance.
To be a company which optimally combines its people, technology, management systems, and market
opportunities to achieve profitable growth while providing fair returns to its shareholders.
To be a company that endeavors to set the highest standards in corporate ethics.
Mission
Vision & Mission

5. BOARD OF DIRECTORS
1. Mr. S.M. Mohsin -Chairman
2. Mr. Muhammad Zahir - Chief Executive
Officer
3. Syeda Sitwat Mohsin-Non Executive Director
4. Mr. Mehdi Mohsin-Executive Director
5. Mr. Moaz Mohiuddin-Independent Director
6. Mr. Rizwan Bashir-Independent Director
7. Independent Director-Non Executive Director
8. Mr. Jamal Nasim-Non Executive Director
(NIT Nominee)
9. Umme Kulsum Imam-Non Executive Director
10. Syeda Maimanat Mohsin-Non Executive
Director

6. PRODUCTS
• Beverages
• Preserves
• Ketchup & sauces
• Ready to eat
• Ready to cook
• Pickles and chatni
• Spreads
• Jams
• Vinegar
• Chocolates
• Sugar Confectionary

7. FMCG Companies Market Share

8. MAIN COMPETITORS
• National Foods limited
• Shezan
• Shan Foods
• Mair Foods

9. TOP INDIRECT COMPETITORS
• Nestle Pakistan
• Engro Foods Limited
• Murree Brewery Company
Limited

10. MARKET SHARE
Engro Foods Limited (71%)
Nestle Pakistan Limited (12%)
Mitchells Fruits Farms Limited (9%)
National Foods limited (4%)
Murree Brewery Company Limited (2%)

11. INTERNAL FACTOR
EVALUATION
IFE

12. STRENGTHS
• Farm Fresh Brand Image
• High quality product and oldest
company of Pakistan (customer
loyalty)
• International recognition
• Own reputation in market
• National company with largest variety
in flavors and have good packaging
• Competitive prices of their product

13. WEAKNESS
• Less support of promotions
• Management style adopted by
company is bureaucratic and
centralization is high
• No long term decision making
planning
• Decreasing growth rate and losing
market shares
• Poor availability of product in
market
• Offering fewer promotional
discounts as compared to other

14. Key Internal Factors Weight Rate
Weighted
Score
Comments “WHY??”
STRENGTHS
High quality product and oldest company of pakistan
(customer loyalty)
0.15 3 0.45
Mitchell’s is one of the oldest company of the Pakistan from the 1948
and have a quality product.
Farm Fresh Brand Image 0.05 3 0.15
Mitchell’s fruits in Pakistan is the one who has strong brand recognition
in the Pakistan and have Farm Fresh brand image.
International recognition (reputation in the market)
0.05 3 0.15
Mitchell’s fruit has a strong reputation in the market and also have a
international recognition.
Different variety of food product flavour firstly introduce 0.10 3 0.30
Mitchell’s provide number of product flavours mostly in their food
product for their customer.
Competitive prices of their product 0.15 4 0.60
Due to large number of competition in the market, Mitchell’s give
competitive prices of their product to their customer.
WEAKNESS
Offering fewer discounts as compared to other
companies 0.20 2 0.40
Mitchell’s offered less discount as compared to their competitor, that
weak point makes their customer switch to other brands.
Less Support of Promotion 0.10 2 0.20
Due to the lack of promotion effort, Mitchell’s market share is goes
down now a days.
Poor availability of product in market 0.10 2 0.20
Customer faced problem due to the poor availability of their product in
the market due to the poor demand planning of the mitchell’s.
Decreasing growth rate and losing market shares 0.10 2 0.20
Due to the lack of marketing effort and decrease in growth, Mitchell’s
market share is declining
Total 1.00 2.65
Result
The company knows its strengths and utilizing them effectively in order to conceal its weaknesses.
Internal Factor Evaluation (IFE)

15. EXTERNAL FACTOR
EVALUATION
EFE

16. OPPORTUNITIES
• Target untapped market
segments
• Technological advancement
• Invest in new brands e.g.
mineral water, cheese,
snacks, dairy products etc.
• Cultural Shift DISK (Dual
income single kid).

17. THREATS
• Increased competition
• Political instability
• Additional general sales taxes
and tough economic conditions
of country are reducing the
purchasing power of the
customers
• Increasing market share of
competitors

18. Key External Factors Weight Rate
Weighted
Score
Comments “WHY??”
Opportunities
Target untapped market segments 0.20 2 0.40
Invest in new brands e.g. mineral water, cheese, snacks,
dairy products etc. 0.10 1 0.10
Technological advancement 0.10 2 0.20
Cultural Shift DISK (Dual income single kid.
0.10 3 0.30
Threats
Increased competition 0.20 2 0.40
Increase in General sales taxes and tough economic
conditions of country reduce purchasing power.
0.10 1 0.10
Because Additional general sales taxes and tough economic conditions
of country are reducing the purchasing power of the customers
Increasing market share of competitors 0.10 1 0.10
Political instability and legal constraint 0.10 1 0.10
Total 1.00 1.70
Result: Company response toward Opportunities and threats are poor.
The company is not capitalizing the opportunity and avoiding the threats. (not efficiently response it)
External Factor Evaluation (EFE)

19. CPM
Competitive Profile
Matrix

20. CSF(Critical Success
Factor)
Weightings Mitchell’s National Foods
Shezan International
Limited
Rating Score Rating Score Rating Score
Advertising 0.20 3 0.60 4 0.80 3 0.60
Product Quality 0.10 3 0.30 2 0.20 2 0.20
Price Competitiveness 0.10 4 0.40 4 0.40 3 0.30
Management 0.10 3 0.30 3 0.30 3 0.30
Financial Position 0.10 4 0.40 3 0.30 3 0.30
Customer Loyalty 0.10 3 0.30 2 0.20 2 0.20
Global Expansion 0.20 3 0.60 2 0.40 1 0.20
Market Share 0.10 3 0.30 2 0.20 2 0.20
Total 1.00 3.20 2.80 2.30
1=major weakness, 2=minor weakness, 3=minor strength, 4=major strength
Result
Shezan International Limited is weakest overall.

21. Financial Analysis

22. FINANCIAL HIGHLIGHTS
2017
Total Assets
Total Issued Capital
Notes Payable
Accounts Payable
Gross Profit
After-Tax Profit
Earnings Per Share(Rs.)
Number of Employees
1,564 m
501 m
161.4 m
901 m
456 m
(30.08) m
(3.92)
10450
2016
Total Assets
Total Issued Capital
Notes Payable
Accounts Payable
Gross Profit
After-Tax Profit
Earnings Per Share(Rs.)
Number of Employees
1,415 m
540.9 m
149 m
725 m
393 m
(12.10) m
(1.54)
9990

23. Financial Ratios

24. Year 16 15 14 13 12 11

25. PORTER’
S FIVE
FORCES
1. RIVALRY AMONG EXISTING FIRM (High)
● Market penetration and Product development
● Economies of Scale
● Collaborating with the competitor to increase the market size.
2. DETERMINANT OF SUPPLIERS POWER (High)
(Packages Pvt. LTD. , Printech, Glass Industries, Flavour Maker Companies,
AB Mauri, Saima Packages)
● Building Effective Supply Chain with supplier
● Integrate Suppliers
● Developing dedicated suppliers
3. DETERMINANT OF CUSTOMERS POWER (High)
(Youngster, Kids, Health Conscious People)
● It will reduce the bargaining power of the buyers plus it will provide an
opportunity to the firm to streamline its sales and production process.
● Customers often seek discounts and offerings, so if we work on it this
will help Mitchell’s to low customer switching cost.

26. PORTER’
S FIVE
FORCES
(Cont.)
4. THREATS OF NEW ENTRANTS (Low)
● Building capacities and spending money on research and
development.
● New products and value added services
● By building economies of scale so that it can lower the fixed
cost per unit.
● New entrants are less likely to enter a dynamic industry
where the established players such as Mitchell Services
Limited keep defining the standards regularly.
5. THREAT OF SUBSTITUTE PRODUCTS (Low)
(Mitchell’s Jam ,National Jams, Shan Jams)
● Need to work on service oriented rather than just product
oriented.
● By understanding the core need of the customer rather than
what the customer is buying.

27. Strategies

28. TOWS/SWOT
Matrix
Analysis

29. SWOT/TOW
S Matrix
Weaknesses - W
1.Less support of promotions
2. Management style adopted buy company is
bureaucratic and centralization is high
3. No long term decision making planning
4. Decreasing growth rate and losing market shares
5. Poor availability of product in market
6. Offering fewer discounts as compared to other
companies
WO- Strategies
● Increase market share (W4,O3).
● Invest on promotional campaigns and
also offering discounts (W1,W6,O1).
WT-Strategies
● Working on decentralised decision
making and technological improvement
in demand forecasting helps Mitchell’s
to solve price and demand instability
issue (W2,W5,T5).
ST-Strategies
● Penetrate into the market.
(S5,S6,T1,T4).
● Introduce new product and service
(S3,S5,T4)
SO-Strategies
● Move into the untapped
areas(S1,O1).
● Introduce smaller packaging of their
product(S3,O4).
● Invest in new product with existing
brand name (S3,O6).
Strengths - S
1. Farm Fresh Brand Image
2. International recognition
3. Single national company with largest variety
in flavors and good packaging.
4. Own reputation in market
5. Charge Competitive prices of their product
6. No compromise on Quality Product
Threats - T
1.Increased competition
2. Political instability
3. General sales taxes and Tough economic
conditions of country reducing the
purchasing power of the customers
4. Increasing market share of competitors
5. Price and demand instability issue
Opportunities - O
1.Target untapped market segments
2. Technological advancement
3. Invest in new brands e.g. mineral water,
cheese, snacks, dairy products etc.
4. Cultural Shift DISK (Dual income single
kid).

30. SPACE
Matrix
Analysis

31. ● X-axis (-2) + (+4) = +2
● Y-axis (-3) + (+2.6) = -0.4
Directional Vector Coordinates: (+2, -0.4)
Axis Internal Strategic Position External Strategic Position
X-Axis
Competitive Position (CP) (-6 worst, -1 best) Industry Position (IP) (+1 Worst, +6 Best)
Y-Axis
Financial Position (FP) (+1 Worst, +6 Best) Environment Stability Position (ESP) (-6 worst, -1 best)
ROI
Liquidity
Cash Flow
Working Capital
Leverage
+2
+2
+2
+3
+4
Total +13
Avg. +2.6
Customer Loyalty
Market Share
Product Quality
Control over Supplier and
Distributors
-1
-2
-1
-4
Total -8
Avg. -2
Financial Stability
Growth Potential
Ease of Entry into market
Profit Potential
+3
+5
+3
+5
Total +16
Avg. +4
Technological Changes
Rate of Inflation
Competitive Pressure
Barrier to entry into the market
-2
-4
-3
-3
Total -12
Avg. -3

32. Strategies Used
● Market Penetration
● Market Development
● Product Development
(+2, -0.4)

33. Internal-External
(IE) Analysis

34. Results
Mitchell’ s used those
strategies that help to
maintain and hold their
position in the market.
i.e
● Market Penetration
and Product
Development
strategy is beneficial
at this point

35. Recommendation/Suggestion
● It is strongly recommend that Mitchell’s fruit used market penetration strategies that help Mitchell’s to
maintain and hold their position into the market.
● Its is suggested that Mitchell’s should introduce the smaller pack of their product for the changing
Cultural trends of the customer that is DISK family.
● Due to the strong competition, Mitchell’s should improve customer satisfaction by giving the high
quality of product at less price by giving promotional discounts on their less selling product category.
● Mitchell’ strongly need to work on technological advancement and to improve coordination with their
supplier and distributor for the purpose to improve hold on business transaction.
● It is strongly recommend that Mitchell’s used decentralized decision making (instead of using
centralized decision making). Because decentralized decision making which improves organization
effectiveness.

36. THANK YOU