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Fresh Foods Inc.A Strategic Insight
Report by:
Roger Eli
Asif Hashmi
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PORTFOLIO
Fresh Food Pvt. Ltd. has come a long way in the foodsector since its beginning and today they have a strongportfolio of 7 product lines that help consumers chooseand live the life-styles of their choice around the globe.
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VISION
We will be a brand of choices for consumers as seekingHalal and Convenient food products in the Global HalalFood Markets. We will achieve this vision by continuouslygiving our customers true value for their money,developing our people, improving the way we work andthus developing a business model of excellence.
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MISSION
Our mission is to provide our customers Halal, Hygienic,Healthy, Nutritional, and Convenient food products;through our customer driven and service orienteddynamic team. We strive to do business in accordancewith the Islamic Guidance and to develop a businessmodel of excellence
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MARKETING OBJECTIVE
With a brand vision of Adding taste to life globally and to
provide healthy food products with nutrition, taste andconvenience for individual within and acrossgeographical boundaries, It helps the consumersdefine and practice their life style without compromisingon its pace taste
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PRODUCT LINE Fresh Foods Mayonnaise
Fresh Foods Chicken Spread
Fresh Foods Sandwich Spread Fresh Foods Olive Spread
Fresh Foods Chocolate Spread
Fresh Foods Natural Honey
Fresh Foods Pizza Spread
In addition, a few more innovations are inpipeline and are expected to be marketedsoon
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MARKET POSITIONING
The brand has attained considerable popularity among upper
middle class consumers with over 80 percent share in its category
in retail market of Pakistan. The product has been rated on top inattributes of quality and familiarity and it come on the top of the
mid products which indicate that it has earned its name because
of good consumers experience with this relatively new food
product. Affordability and availability were rated as third and
forth consecutively. As the brand name entails the core
positioning is on freshness and good hygiene.
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IFE MATRIX
Strength Weight Rating W. Score Brand Image 0.16 3 0.48 Brand recall is high 0.10 3 0.30 Quality is one of the best in the market 0.20 3 0.60 Mayonnaise 0.20 4 0.80 Employee morale is excellent 0.20 3 0.60Weaknesses
Multiple brand therefore lack of focus 0.05
1
0.05
Access to resources 0.05 2 0.10 Costly Products 0.04 1 0.04
Total 1.00 2.97
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EFE MATRIX
OPPORTUNITIES Weight Rating W. Score Hygiene Consciousness 0.15 2 0.30 Introduced innovative products 0.10 4 0.40 Relatively Good Market Growth 0.10 3 0.30 Global Expansion 0.25 3 0.75 Social Changes 0.26 3 0.78THREATS Bigger competition in the market 0.05 2 0.10 Economic Conditions specially inflation 0.05 1 0.05 People become health conscious 0.04 2 0.08Total 1.00 2.76
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BCG MATRIX
Stars Question MarkMayonnaise lie in Stars as there
is too much market growth andindustry as well.
Honey lie in question market
because there is much share inmarket but slow industry growth in
current product.Cash Cow Dog
Chicken Spread lie In Cashcow as industry growth is still
but market growth is low.Olive Spread lie in dog because nomore potential growth in market as
well as in industry.
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SPACE MATRIX
Financial Strength
Ratings Return on investment 4
Inventory Turnover 3
Earning Per Share 3
TOTAL 10
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SPACE MATRIXCompetitive Advantage
Product Quality -1 Market Share -2
Customer Loyalty -3
Control over suppliers
and distributors -2
TOTAL -8
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SPACE MATRIX
Environmental Stability
Rate of inflation -6Competitive pressure -4
Risk involved in the business -3
Technological Changes -2
TOTAL -15
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Industry Strength
Growth Potential 5 Financial Stability 4
Resource utilization 3
TOTAL 12
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SPACE MATRIXConclusion:
FS Average Score: 3.33
CA Average Score: -2.0
ES Average Score:-3.75
IS Average Score: 4.00
Directional Vector Coordinates: X-Axis:-2+4= 2.00
Y-Axis:-3.75+3.33= -0.42
So as per the score, Fresh Food can go with eitherAggressive or Conservative Strategy.
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QPSMOpportunitiesKey Factors
Product
DevelopmentMarket
PenetrationWeight AS TAS AS TAS
Hygiene Consciousness 0.15 3 0.45 1 0.15 Introduced innovative
products 0.10 4 0.40 1 0.10 Relatively Good Market
Growth0.10 4 0.40 3 0.30
Global Expansion 0.25 3 0.75 1 0.25 Social Changes 0.26 4 1.04 2 0.52
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QPSMOpportunitiesKey Factors
Product
DevelopmentMarket
PenetrationWeight AS TAS AS TAS
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