1

Wajiha Khan

922-FSS/MSCPSY/F18

Internship Report (Organizational )

Submitted To : Dr. Mussarat Jabeen Khan

 2

National Foods Of Pakistan Limited

Introduction

National Foods Limited is one of the major producers of quality food products around the
world. NFL's leadership position is sustained due to its enormous focus on R&D, quality and
innovation. The content provides an introduction to the workings of the organization and spot
lights on the processes took after at the organization. Items executed suppliers, procurement from
abroad and neighborhood supplies, their qualification criterion, stock administration and
conveyance network management has additionally been discussed.

The process begins with deals gauging which gives an appraisal of the deals on month to
month premise. Some indigents are procured locally and additionally bundling material of the
product. The product houses are not only located in Karachi but rather additionally in Lahore
Multan and Islamabad. NFL keeps up materials till completed great stock by keeping safe in
product houses, the boundless advantages of its efficient implementation. In this report we
discuss the various management functions of National Foods Limited Company including
planning, organizing, leading and controlling process of the and how culture varies time to time
according to new innovations and technologies in the present era. This report contains the inner
 3

and outside examination of the organization like how the organization is functioning including
the procedures of contracting selecting and assessing representatives. This report likewise gives
clear thought regarding the chain of importance and structure of the association.

History Of National Foods Of Pakistan

Abrar Hasan is the Chief Executive Officer of National Foods Limited, the leading multi-
category food company in Pakistan producing over 250 different products, marketed both in
Pakistan and exported to 35 countries worldwide. Mr. Hasan joined NFL as Plant Director in
1993 and held that position for 4 years. He was elected Deputy Managing Director in 1997 and
then as Chief Executive shortly thereafter. In 1996, he led the development of a comprehensive
Human Resource Management System which was the first of its kind for any national company
in the country. He also led the development of an international marketing infrastructure starting
in 1999, which has led to international sales volume crossing Rs.1 billion today. As the Chief
Executive, Mr. Hasan is providing direction and leadership to the Company by setting a clear
vision for future growth – Vision 20/20, which aims to become a Rs. 50 billion company by the
year 2020. The Company is set to deliver its long-term goals by focusing on top brands, growing
customer base and aggressive international expansion.

This was long before the phrase „Corporate Mission‟ had even been invented. However,
our founder’s philosophy remains unchanged over time. Even if their language – and the notion
of only women doing the housework – have become outdated, in this age of rapidly changing
lifestyles, fuelled by the rampant development of technology; consumers are compelled to alter
their eating habits. National Foods responds to this challenge of developing innovative food
products based on convenience and quick preparation in line with modern lifestyles and yet
retains traditional values through its diverse collection of food products. In a history that now
crosses three decades, National Foods‟ success has been influenced by the major events of the
day – economic boom, depression, wars, changing consumer lifestyles and technological
advancements. Even after three decades the company focal point still remains on customer needs
through product development in line with the market trends.

Aims And Objectives

In this era of fast paced life, execution of business decisions has significant been
impacted through the use of technology. Planning, analysis and strategy developments
are now all dependent on the plethora of information available. Correct usage of this
information can impact and reward the outcome of business results in the shape of
growth, profits, market share and also the brand image and perception a company
portrays in the one large global market. Technology has indeed transformed how we
think and perform our tasks. Most of all it has unified markets into a global village
promoting direct interactions with customers and service providers. Indeed, business is
being executed at the speed of thought.
 4

Our journey to become a leader in the food business in Pakistan and a major
player in the international markets has not come about without the use of technology. In
fact our growth rate has been sustained through the continuous usage and up gradation of
technology when adapting to modern management practices. Our brand today is ranked at
number 2 position out of a total 3500 brands marketed and sold in Pakistan. Our brand
new website showcases all our categories and brands and in fact offers you an
opportunity to directly interact with us. Although we produce branded multi category
food items; the complex process of manufacturing, supply chain management, quality
assurance, research and development, market research and brand marketing practices are
heavily dependent on the extraction and usage of data to make decisions.

Policies and rules

Management policy of National Food

 Proceed always with ambition and youthfulness.

 Respect for all – equity preference between male and female.
 Be a good corporate citizen; assume a responsible role in community.
 Authorized Halal quality product.
 Hiring of employees should be done through complete process, interview, test, training.
 New technologies should prefer as introduce in to the market to compete and for
maintain high performance and status quo.
 Goal setting changes time to time according to advancement is technologies and
changes in the external environment

Contracts given to those leading companies or firm which have high market share and
growth rate to maintain their values and authorities in the market.

Goals and Plans

Human Resource and Succession Plan: HR Policy is to contract youthful, new, enthusiastic
and dynamic partners to meet the current and future workforce necessities and giving its partners
most extreme chances to inside versatility through individual preparing and improvement to
empower them to take higher positions. Human Resource Division has progression arrangement
for every key occupation/range to ensure the coherence of operations in the pertinent division
and to fill the brief/lasting opportunity .In this world there is a vast use of technology, National
Foods can make their decision through the various use of technology. Strategy, analysis and
planning are all dependent on the large amount of information available. Right use of
information can reward and impact the business results in the shape of market share, profit and
growth and also the goodwill reputation and a perception of a company in customer mind.
Technology tells the process that how we perform and think our task. Our journey to become a
market leader in a food business in Pakistan and in international marketing can’t become without
 5

the use of technology. Our website offers you an opportunity to connect with us. We also
produce a brand numerous product. Our choice of using a System Application and Product
(SAP) towards management has helped us to gather many awards excellence. Technology is a
key to do business. In the coming months will see our developed website.

Core Competencies

Core competence is a skill/assets/technology and innovation that supports the development

of the business and separates the business from its present and future contenders. NFL is a
leading multi category of Food Company over 300 different products with 12 categories of
products. NFL is dedicated to improving the well being of society not only through the
continuous development of innovative food products but also by means of its wide ranging
corporate social responsibility program. Now NFL has introduced a latest technology named
“SUCCESS FACTOR” which will give a unique response to over all organization. Sustainable
competitive advantage:

There are following areas that best represent National foods.

 Research and development department

 Marketing department
 Human resource department
 NFL innovations

Organization structure

Marketing Department
 6

Branches

National Foods’ Locations

REGISTERED OFFICE 12/CL-6 Claremont Road, Civil Lin

P.O. Box No.
Phone: (92-21) 35662687, 356705
35670793 & 35672268 Fax: (92-21) 35684870

SITE PLANT F-160/ C, F-133, S.I.T.E

 7

Landline# 021-3257-7707
Fax#
E-Mail Address: info@[Link]

PORT QASIM PLANT A-13, North Western Industrial Zone,

Landline# 021-3475-0373 – 7

GUJRANWALA PLANT 53-KM G.T. Road, Chai

Amanabad, Gujranwala near
Kamoki Tool
Landline# 055-3409560, 3409660

NOORIABAD PLANT A 393 Nooriabad Indus

Nooriabad,
Phone: 03000335287

Working

Vision Statement

“To be a Rs. 50 billion food company by the year 2020 in the convenience foodsegment
by launching products and services in the domestic and international markets that enhance
lifestyle and create value for our customers through management excellence at all levels.”

At National Foods Limited, we are on a journey of growth and on building our most
valuable assets which include our brands, financial strength, global presence, and our unbridled
commitment to becoming a truly sustainable and a renowned company in the world. At National
Foods Limited, we are on a journey of growth and on building our most valuable assets which
include our brands, financial strength, global presence, and our unbridled commitment to become
a truly sustainable and a renowned company in the world.

Here at National Foods we foster a positive and a productive learning environment where
our employees get plenty of opportunities to harness their true potential. We enable a
participatory and an interactive environment where individuals flourish and add value to our
business. We believe the success of our company lies in the hands of a competent team and we
value our human capital by helping them grow professionally and personally. Our culture is
brimming with positive energy where we work as a cohesive team. We believe in an open door
communication where relationships matter as much as results. Our processes are quick and
transparent devoid of any bureaucracies. Our people are empowered and encouraged to take
risks, learn from their mistakes and grow from within.

Work Specialization
 8

NFL, always clarify tasks and objectives to their employees. We Believe to divide work
to the suitable workers and employees those who best fits in it, because we avoid stress, poor
quality products and turnover in the organization.

Departmentalization. Functional Departmentalization: We categorize our work to

specific employees for perfection in which they are specialist and efficient to perform.

Process Departmentalization We use specific process through which we can do our work
activities with efficient flow.

Product Departmentalization . We letting our employees to be specialized in particular

product line and services. So that we can get customer loyalty and experts.

Customer Departmentalization. We use to make grouping by the types of customer and

their needs & want so that we able to fulfill all the need of customer.

Chain of Command. We use one very important key element in NFL that is chain of
command. In which all the levels of organization is answerable that who perform What (upper to
lower level) exactly and clarify their task and objectives

Span of Control. According to this structure elements NFL has wide span of control and
Narrow span of control in both different departments, in upper level NFL follow Narrow span of
control while at the middle level there is wide Span of control.

Centralization /Decentralization .In NFL, there is Decentralized decision we made

because we believe to share our views with employees and want effective idea and advices from
them too, to make our organization dynamic and low formal. We are very friendly with our
employees so that our managers feel respectable because we give empowerment to our
employees.

Leadership

Every problem needs different types of solutions along with different style of leadership.
NFL changes their leadership style according to surrounding. NFL employees may be the
luckiest one who has an opportunities to work under different leadership style and tune at one
place.

Democratic Style

NFL treats their employees as an asset, so they always are a part of decision making.
NFL believes in team work and participation of their employees, employees are encouraged to
share their ideas, suggestions and unique solution. While the democratic tend to focus on
equality and the lead of the group is still there to offer guidance and control.

Directive Style
 9

The way the company organizing and leading their employees. Leadership style also can
be considered as directive because it’s use for short term period in which leader has low
tolerance because there are clear cut rules and regulations for employees, detail description and
information is available and has transparent objective

Sources Of Leaders Power

Legitimate Power. The power which has been assigned to any employee is based on
according to their position and designation in the company.

Coercive Power. In NFL some time Manager/Leader used te power negative

reinforcement to control the thing which can be look like out float.

Reward Power .In NFL, employees are encouraged to do more work by give the reward
and Incentives.

Expert Power. Top of the level leaders use their expert power in decision making
according to their experiences and skills.

Controlling Standard Operating Procedures

National foods has developed HACCP ( Hazard Analysis and Critical Control Point)
based on it. This methodology is for food safety.

 Cleaning and Sanitizing Food

 Controlling Time and Temperature During Preparation
 Holding Hot and Cold Potentially
 Personal Hygiene

Performance Measurement

National foods hire expertise, food technologist and applied chemist for the testing.
Standards and Quality checks (ISO). Muneer Hussain is a Manager Research Analytical &
Quality Control Division at National Foods. He had an experience of quality management
representative. He had a Responsibility and authority for ensuring that the management system
of ISO. His responsibility was to facilitate quality improvement more towards the betterment.
His responsibility was to guide quality assurance team. His responsibility is to control process
through statistical analysis & maintain accommodation and environment conditions in QC &
Research Analytical Lab. He is responsible to conduct and plan Audits and meeting with top
management with the organization. We strive for nothing but the best. Execution is the key to
winning. We do not blame others for our mistakes; we analyze them and correct them.

Product Marketing Strategy

 10

Raise consumer brand awareness, excitement and involvement Promote a special offer or
incentive Stimulate product sampling and trial Demonstrate product/service benefits Generate in-
store or online site traffic Stimulate media interest and industry buzz

Products

Product is a term covering goods, services, places, persons and ideas.

Product Development

Product development procedure includes the logical sequence of one-time activities. The
activities include:

 Idea generation
 Screening of idea
 Business analysis

Idea Generation

Idea should be innovative it should something which hasn‟t been introduced the market
before, our idea of a complete recipe.

Screening Idea

Screening is done by management on the basis of experience .we have experienced staff in this
field, which will screen out the idea.

Business Idea

The screened idea is then expanded in the form business proposal. In this step we analyze
whether we will be able to implement the idea or not. So in our products business analysis we
will l keep in view product classification, product characteristics, market segmentation. We‟ will
analyze our products markets on the basis of our target. We will definitely target the elite class of
the society first because of their buying practices and their behavior. Our target market is mainly
the ladies specially house wives.

NFL’s Training and Compensation

We always consider perfection in our work performance and achievements so we select

the best employees and workers and we provide training sessions as well, as per requirement. For
our satisfaction and for job satisfaction of employees.

Hiring and Selection process in NFL

NFL is very concerns about Hiring and Selection process, our recruitment is totally
depend on merit. We hope following criteria to choose and selecting our employees. It is really
 11

to NFL to select right people for the right job we believe in Job Specification, we select our
employees who should be fit perfectly to the job we select them after online test or manual test,
Interviews, Personality check or psychological testing and IQ/EQ test.

We are very passionate intense energy and never afraid to take risk. We take challenges
and we proud is it for what we are doing because we do our best. We respect our employees, we
treat them as an assets but give chance to them to take participate in every development decisions
We try to make our people and do all possible things for them to satisfy our employees, because
we see the world with the eyes of our customers. We always a part of solution not to creating the
problem, we work like owners and our leadership always give positive impact on others. We
know our goals, it is completely defined but our responsibilities are not. We work extra miles to
accomplish and for achieving our goals. We support our people and ensuring them wins. We
always have mindset to consider “We not I” We are not letting our business surviving at the cost
of our ethical values.

NFL’S culture, values, norms, rituals and practice always remind their employees,
principles where we are and how can we create opportunities within a specific environment
boundaries of fairness we believe to create changes and innovations are allow our people to share
ideas . NFL gives opportunity to those employees which has strong interest to perform well we
have created some rules, regulation and procedure and every people in the organization have to
follow our responsive culture always specify job for
 12

NFL always strives for innovations, change and try to be efficient and effectiveness. So
NFL develops the culture for continuously learning environment. NFL brings changes not in the
terms of advances technologies but also has been changing their societal, economic and market
strategies

Products

National Food Masala (Product Line) are:

 13

Pickles

National Food Pickles (Product line) are:

Frozen meals

National Food Frozen meals (Product Line) are:

Ketchup

National Foods Ketchup (Product Line) are:

 14

JAMS
National Food Jams (Product Line) are:

RICE
National Foods Rice
 15

FRUITILY
National Foods Powder Drink (Product Line) are

SALTS
National Foods Salts (Product Line) are:

Snacks
National Foods Chat Masala are:
 16

Basic Spices

National Foods Basic Spices (Produt Line) are:

 17

Desert

National Food Custard (Product Line) are:

National Food Jelly (Product Line) are:

SWOT Analysis

SWOT analysis plays an important role to evaluate the performance of any organization.
This is most commonly followed set pattern to analyze the strength, weakness, opportunities and
threats. For any company strength and weakness are internal elements and threats and
opportunities always come from outside the organization. Now we perform a detailed SWOT
analysis considering the National foods.
 18

Strenght

National food has very broad product line that includes different types of Masala
powders, Kheer mix, Ketchup, Custard powder, Pastes, Achar and many more. National food
occupies 80% market share in powder mix market and one very obvious reason for that is strong
and very broad market coverage. According to Sales and purchase Manager National food, they
have excellent market coverage all over Pakistan and citizens of each city have easy access to
sales and display centers.

National food has engineering and technical staff of the highest caliber that is capable of
manufacturing such products that differentiates National food products from its competitors.
National food posses specific manufacturing competence for example uses of imported
machinery and a high quality ingredients in manufacturing of powder mix that maintain the
quality of product.

Good Marketing Skills .National food’ s efficient marketing team in Pakistan has over
the years played a crucialrole in developing public awareness. National food has its own in-
house advertising agency for promoting all National food’s products.

Enhanced Research And Development . National food emphasizes on Research and

Development department to a great deal. Chief executive of National food has hired a team of R
& D himself and he make sure that ongoing improvements in the existing National food
products range is a continuous activity. Efficient R and D department is considered as a vital
strength of company.

Brand Name Reputation .National food is among those few brand names that have
earned a lot on the basis of its brand reputation. However the fact is that company has seen tiring
34 years of hard work to achieve this brand image. Brand name is a source of vital strength for
the company and is known all over the market place.
 19

Appropriate Organizational Structure. Organizational hierarchy at National food is very

functional and appropriate. Company top management consists of the Chief executive and
Managing director. Then there are middle managers of concerned departments like Marketing,
Production, R&D and Finance. Company believes strongly on good relationship with its human
resource.

Good Finance Management .Finance department of National food is efficiently working

to allocate resources to each of its business portfolio. Good finance management is yet strength
of company that is helping company out in assessing the exact financial situation.

Weaknesses

Currently National food is operating with its full capabilities and Company’ s sales
manager does not think that there is any internal weakness in the organization. Because
Company has a good repute in market and working with full concentration to improve its image
in the minds of people.

Opportunities

The biggest opportunity for National food currently is exploiting new market segments.
After achieving good market coverage all over Pakistan, National food is now trying to expand
its business in Middle East and Central Asian states.

Expansion Of Core business .National food started as powder mix producers but soon
after gaining rapid market shares in powder mix, Company considered expansion of core
business as a major opportunity. Today Company has wide range of products that it has achieved
by expanding the core business.

Entering Related Business .Entering those new businesses that are related to current
business is a high potential opportunity. For example company has entered the related businesses
like Kheer mix, Ketchup, Custard powder, Pastes, Achar and many other things.

Threats

The biggest threat for the Company has been the entry of new competitors in the market
has made National food management think that they will have to adjust the pricing or to provide
some handsome incentives to customers in competition with other brands in market because
Company does not want to lose its market share.

No Barriers On Entry

Government has not fixed any hard rules upon the entrants in this industry. Any group of
companies that is financially strong can enter this industry without facing any strict barriers. This
is another threat for National food that more and more entrants coming in this industry and the
profit margin shrinking gradually.
 20

New form of Industry .In Pakistan, some other companies like Star has started competing
National food with its Custard powder and Achar. It has formed a new form of industry
competition. Star is producing its products at a cheaper price and price war is already on.

Certificates And Rewards

ISO 9001:2008
Quality Management system
ISO 22000:2005
Food Safety Management system
ISO 17025:2005
Laboratory Accreditation
OHSAS-18001:2007
Occupational Health and Safety Management
Halal Foods certification
PSQCA product certifications
All mandatory food products
FSSC 22000 Implementation at Port Qasim
OHSAS – 18001 Recertification
ISO/IEC 17025:2005 – Scope Extension for Chemical & Microbiological Lab
IFANCA Certification
PAS Awards 2013 & 2014
Best BTL Campaign for Recipe Princess
Passion for Pakistan Award for
National ka Pakistan
Best Culinary TVC for Ketchup Zaroori
Best Culinary TVC for Recipes
Rung Bharti Jao
CSR Award
Role as psychologist

Psychologists use psychological principles and research methods to solve problems in

the workplace and improve the quality of life. They study workplace productivity and
management and employee working styles. They get a feel for the morale and personality of a
company or organization. And they collaborate with management to help plan policies, carry out
 21

screenings and training sessions, and develop a plan for the future. Organizational psychologists
contributes to an organization’s success by improving the performance , motivation , job
satisfication, occupatioanl safety, and wellbeing of their employees They identify how attitudes
and behaviors can be improved in the workplace. For enhancing productivity they involve with
management and training development. They analyze organizational structure and help in
facilitating organizational change .In organization psychologist helps employees, volunteers as
well as people in dealing different problems. They trained volunteers and employees that how to
tackle stressful situations like floods, earthquakes and others. They motivate employees as well
as volunteers to improve their performance. Counseling, Motivational interviews, talk therapies,
counseling should be given to employees and volunteers . Relaxation therapy , stress coping
skills, and therapies help people come with different psychological problems ,it’s psychologist
duty is to help hem out .

Conclusion

NFL is one of those companies who are dedicated to supplying their all products of
highest quality yet a reasonable price for worldwide customers. Human resource policy of NFL
to hire young fresh and energetic people is also providing job opportunities to many people.
Although NFL has to sustain their glorious brand image and market share among all food
companies in the market, such as Shan and Mehran and Shingrilla, it has been maintaining a
crescent and elegant position due to various distinguishing factors with induces their respect
towards employees, suppliers and concern for customer’s needs and wants.

Recommendation

 It is recommend that National Foods to make such type of strategies which can compete
with Shan Foods.
 People of Karachi love to eat spicy foods and Shan foods are providing the same. NFL
should focus to build loyal customers in Karachi as well, by enhancement in their spices
as per people’s requirement.
 National foods should also work for promoting their quality products. As we know after
this research that NFL has great quality criterion,
 NFL use world’s famous microbiologists to recognize the food quality but people are not
aware of this hygienic factor of National Foods that NFL is leading brand in advancement
of technologies and for healthy food.
 NFL that should do something for your employees to make them realize that they are so
mean to the organization.
 With bonuses and incentive NFL should give them few authorities, as per their levels so
that they feel satisfied with their jobs and designations, because this is very authentic and
a biggest issue even in well known organizations for increasing turn ove
 22

References

[Link]. 2020. National Food Of Pakistan Articles - Google Search. [online] Available at:

<[Link] [Accessed 11 July 2020].

[Link]. 2020. National Food Of Pakistan - Google Search. [online] Available at:

<[Link] [Accessed 11 July 2020].

[Link]. 2020. Logo Of Natonal Food Of Pakistan - Google Search. [online] Available at:

[Accessed 11 July 2020].

[Link]. 2020. Structure Of Organization Of National Foods Limited - Google Search.

[online] Available at: [Accessed 11 July 2020].

National Food Chaat Masala - Google Search. [online] Available at[Accessed 11 July 2020].