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National foods (Ketchup)

External Environment

1.Cooperate Review

• Mission Statement, Cooperate vision,


The mission statement of National Food’s Ltd incorporates the following dimensions,

To deliver consistent quality to our customers using pure ingredients, authentic recipes and the
best available technology.

Dedicated to continuous improvement through active alliances with international companies to


expand technological and product horizons.

To maintain close and direct contact with our customers through consumer insights and
dedicated service.

To provide external and internal customer service by excelling in functional management.

To promote professionalism at all levels through education, training and development for all
human resources.

To deliver annually a fair return to our valued investors and shareholders in line with industry and
economy.

The vision of the company is focused more towards internal or company related factors that
would give it a distinct competitive advantage. These factors are:1

To be an innovative, marketing and research oriented company.

To be a leader and take advantage of our leadership position in all categories of products.

To develop products in line with market potential through the means of indigenous technology
using R&D.

Market products globally.

To target innovative segments of the food market.

To become a global brand.

The vision of the company is to see National Foods as a professionally managed Human
Resource company, set more then 7 years ago, was realized by transforming a local company
into a very dynamic and progressive management structure in line with industry practices.
Competent Human Resources from within the company have fuelled tremendous growth by
excelling in Functional Management. Even after 3 decades the company's focal point still remains
on Customer's needs through Product development in line with the changing market trends.
In this innovative age of ever changing lifestyles, fuelled by the rampant development of
technology; consumers have been compelled to change their eating habits. National Foods
responds to this challenge of developing innovative food products based on convenience and fast

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preparation in line with modern lifestyles and yet retains traditional values through its impressive
collection of food products.
The brand delivers its ultimate promise by consistently delivering value to its consumers. National
Foods enriches family relationships by bringing people together for family traditions, feasts,
seasonal holidays and of course - everyday life.

Long term goals


The Company began its life in a rented warehouse in Dinar Chambers with an initial sale
of only Rs. 16,487 in its first year. Their origins were humble but their vision and aims were
always high, witnessed by the purchase of a new spice mill and packaging plant in 1978 as a step
towards being.
From the beginning, National Foods had a clear long term goals its aim was to be a complete
food company, and to do this, constant value addition was necessary. Guided by its founding
principles of quality and purity (which remain intact), National Foods enjoyed success in its
pioneer venture, which permitted steady expansion into other categories.
Product categories

Sales trends

Distribution profile

Pricing overview

Packaging overview

Competitive analysis
• Description of major competitors’ strength /weakness
1. product
2. distribution
3. pricing
• brand positioning and advertising
1. media spending(by medium ,seasonality)
2. sells promotion(trades vs consumer)
• anticipated major program(new/improved brand, new territories, changing
distribution, pricing, marketing communication
Consumer Analysis
• consumer/buyer vs consumer/user(and influencing)
• demographic and psychographics
• purchase rate
• brand loyalty analysis
• difference between brand and category users
Brand Review
Current positioning, sales trends, performance test result, awareness, pricing
history, marketing communication history, stage in brand life cycle , soures of
addition business
2.Problems and Opportunities
• SWOT
1. internal strengths and weakness
2. external threats and opportunities
• opportunity analysis
• problems
3. strategic planning

• Marketing Objectives(sales,shares)
• Marketing Strategies
• Targeting and segmenting
• Identification or competitive advantage
• Positioning ad branding
4.M

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