The document summarizes ICI Pakistan Limited, which was acquired by Younas Brother Group in 2012. ICI Pakistan now operates under Younas Brother Group across various businesses in Pakistan. The company has a vision to build sustainable growth and create value for stakeholders. It has research and development, marketing, finance, and production functions. ICI Pakistan is considering diversifying into the dairy industry by starting products like cheese and using various machines and packaging. It will invest around 200 million Pakistani rupees in the new venture.

1. LOGO
Strategic Management

2. Contents
2
4
33
31

3. ICI Pakistan Limited (Imperial Chemical Industries) is
located in Karachi, Pakistan. ICI Pakistan was acquired by
Younas Brother Group in December 2012 after its parent
shareholder .
AkzoNobel divested its shares from all other ICI owned
businesses in Pakistan, except the Paints. Paints are now
listed as a separate entity in the stock exchange with the
name of AkzoNobel Pakistan Limited.
Remaining business merged to YBG form ICI Pakistan
Limited, which now operates under the flag of Younas
Brother Group.

4. Vision Statement:
As the partner of choice, we aspire to build our local and
international footprint through sustainable growth and by
creating value for all our stakeholders.

5. Mission Statement:
 Our values are what define us. They give us standards to
measure ourselves by and in our dealings with customers,
suppliers, our own people and the wider world. We have
embarked upon a journey of aspiration and now, more than
before, it is integral that we retain our DNA through adherence
to our value system.
 Customer Centricity
 Integrity and Responsibility
 Innovation
 Passion for People
 Delivering Enduring Value

6. Businesses in Pakistan
Currently the company is operating four
different types of businesses

7. Un Related
Diversification
Related
Diversification
Diversification
Diversification is a strategy for company growth through starting up or
acquiring businesses outside the company's current products and
markets. This means that a company is developing new markets and new
products.

8. Related & Un-Related Diversification
Related Diversification occurs when the company
adds to or expands its existing line of production or
markets. In these cases, the company starts
manufacturing a new product or penetrates a new
market related to its business activity.
Unrelated Diversification is a form of
diversification when the business adds new or
unrelated product lines and penetrates new markets.

9. We should assigned to introduce a change in the
existing setup of any firm working in Pakistan, so we
shall Select ICI Pakistan .In ICI Pakistan we are
going to diversify our network ,so we use unrelated
diversification in the firm and starting Dairy Foods
Products in the Organization. These are several
products that initially we are going to start and
afterward expanding our dairy products also.

10. Products:
Cheese

11. Machine used for the Yogurt is Elvaria 515TW Frozen
Yogurt Machine.
Milk Sterilizer Machine.
Machine used for the Pasteurization of Milk is Ruipai
BR0.16-Bt milk sterilizer machine.
Cheese & Butter making machine
There are two machines are used for packing purposes.1st is
used for tetra pack packaging and 2nd is used for packaging
the cartoons of tetra packs. The name given to these
machines are Aseptic Packing Machine.

12. Research&
Development
Management
Marketing
Accounting &
Finance
Production/
Operation
Internal
Operations
Internal Operations

13. Strategic Management in ici Pakistan
 1; Management:
 ICI Pakistan is using almost all Functions Planning,
organizing, leading, staffing &controlling.
 The Strategic Management Process ICI Pakistan Follows:
 Forecasting, Establishing Mission, Goals & Strategies
 They use Job Specializations, Job description, unity of
command &job analysis.
 They are motivating employees by giving incentives, Job
Enrichment, Needs fulfillment &Creating employee’s morale.
 Formulating, &Implementing new Strategies to achieves
goals.

14. Marketing Mix
Promotion
Placement
Product
Price
Marketing
ICI Pakistan use the marketing mix strategy for our
product.

15. Marketing Mix
 They used their decades of PR with farmers and used it to provide
world-class supply-chain management for delivering the ultimate
quality milk in Pakistan. Having kicked off simultaneously in 20 cities
across Pakistan.
 ICI Dairy Pakistan is pursuing the competitive pricing strategy for
its products. In competitive pricing the price of the product is
determined considering the price of major competitors like Nestle,
Haleeb, Engro foods etc.
 ICI Dairy Pakistan launch was, perhaps one of the most good products
is concerned, with TVCs, print ads, radio commercials, By Phone,
Internet,& billboards

16. Manufacturer
Distributor
Wholesaler
Retailer

17. ICI Pakistan can’t uses any capital raising method because
the company have suffient amount of profit for the last
years so they are utilizing the capital. But the management
decided not to pay the dividend to the shareholder because
of new project.
ICI Pakistan will offer products at reasonable prices. The
initial investment will be Rs. 0.18 billions. Their core focus
will be on minimizing the investment cost. The total
investment will be Rs. 0.2 billions approximately as it will
cover the other costs which may include the certification
cost and getting license for running.

18. Income Statement
Revenue PKR 18,925,440
Excess milk PKR 3,213,973
Total revenue PKR 22,139,413
Expenses
Enrichment PKR 591,420
Flavoring PKR 295,710
Supplies & packaging PKR 10,58,530
Utilities PKR 10,82,840
Other plant cost PKR 96,59,860
Depreciation PKR 2,65,680
Labor PKR 31,39,940
Equipment(depreciation) PKR 19,71,400
Total expense PKR 18,065,380
Net income PKR 40,74,033

19. The company is using CAD/CAM for designing of the
product that’s help to reduce cost, minimize time, and new
range of capabilities.
ICI Dairy Pakistan is using Just-in-time (JIT) inventory
system because the nature of the product is perishable, so
other inventory system can’t be applied
They want quality in everything they do & the company do
not compromise on quality at any cost.
ICI is ISO 9001 certified company that is proof of their
continuous efforts towards total quality management.

20. The company owes Research & Development
department for the successful activities for the
survival of the firm. Firm pursuing product
development or diversification strategy rather related
or unrelated needs to have a strong R&D so our
company has such type of department.
ICI Pakistan is continuously developing & growing in
diversify business because of their efficient and
effective R&D and having good experience.
For initiating our Dairy business some questionnaire
are filled by from the people.

21. SWOT Analysis of ICI Pakistan
SWOT Analysis, which is based
on review of the business
,identifies and evaluates the
internal strengths and
weakness of the companies
well as its external threats and
opportunities. SWOT analysis
can help the firm to beat its
competitors.

22. Strengths:
 The product of ICI are know best quality product in particular
industries.
 ICI has positive image & reputation in the minds of customers so far
them it’s a strength because its helps in the sale of their products.
 ICI Pakistan has up to date technology in its production. ICI Pakistan
claim that they quality products with latest technology to the
customers
Weaknesses:
The prices of the ICI products are too much higher than its
competitors.
Mostly people are unaware of this product due to its
promotional weaknesses

23. Opportunities:
ICI has got a lot of resources and skills to expand
their target market.
They are planning to introduce new brands in the
market in the coming years with improved quality.
Threats:
The competitors of ICI are increasing day by day.
Although ICI captures a main portion of market share
but its main competitors like Nestle, Olper’s, Tarang,
and Haleeb are offering a competitive environment in
the market.

24. LOGO