Sunday, 4 September 2011

Al-Ghazi Tractors Ltd. Production and Operations Management


Al-Ghazi Tractors Ltd. is located in rated among the Top Companies of Pakistan Dera Ghazi Khan, has been The market leader of tractors in Pakistan Al-Ghazi consecutively for the years 1994, 1995 and 1996 by the Karachi Stock Exchange. Al-Ghazi Tractors was conferred the Management Excellence Award by the Management Association of Pakistan for demonstrating the best Corporate Performance in the Engineering Sector of Pakistan for the years 1995 and 1996. Al-Ghazi Tractors is the first Company in the Automobile sector of Pakistan to have achieved the highest quality award “The ISO 9002” registration that gives Al-Ghazi Tractors Ltd. the international recognition as Producers of Fiat and New Holland Tractors.

With a strong dealer-network dotting the country form Karachi to Gilgit with over 300 service workshops to attend to the 100,000 Fiat Tractor Models 480-S and 640 and newly introduced model New Holland operating in the country. Al-Ghazi Tractors today is the market leader with bookings exceeding 50% of the total tractors market in the country. The company is capable of producing 15,000 tractors on a single assembly line.

Company was incorporated in June 1983 as a limited company. The date of commencement is September first 1983. Management control at that time was in the hand of Habib Group as a result of joint venture between Pakistan Automobile Corporation (PACO), Habib Group, NDFC and Fiat of Italy.

On the expiry of seven years term of Habib Management control was taken by PACO in September 1990. The company was privatize in September 1991 taken over on December 8th 1991 by Al-Futtaim Group of Dubai (UAE) with 46% shares with the help of Fiat’s 5% stake.

LOCATION

Decision about location about operations of any organization is a most critical factor in the establishment of the organization. Because during the establishment many locations are identified and only those are selected which are more suited for the organization. For manufacturing operations, the decisions about selection of location are of much importance. Because it has a much impact on operating cost, profit and price at which products are offered to the customers. As far allocation is concerned the company’s strategy consists of selecting the location from which the potential market will be served. The location of facility involves the commitment of resources to long range plans. Locations take on even greater significance because those plans represent the basic strategy for assessing markets and may have significant impact in revenue, cost and service level to customers and clients. Technological constraints eliminate most of possible locations. Location of industry is selected on the basis of:

Ø Availability of inputs to products or raw materials on cheap prices and maximization of profits.

Ø Proximity to potential customers to be served.

Ø Proximity to required labor for performing the operations.

Ø In plant location objective is to minimize the sum of all costs, not only current but also long term costs.

LOCATION OF AL-GHAZI TRACTORS LTD.

The location of Al-Ghazi Tractors Ltd. is about 12 kilometers on main Sakhi Sarwar Road from Dera Ghazi khan in the South Punjab. Total land area covered by the plant is approximately 100 acres. AGTL select D.G.Khan because Govt. gave option to AGTL to select either D.G.Khan or Khushab. Both were tax free zone. The location had been selected in early 80’s during the period of late President Of Republic Of Pakistan Gen. Zia-ul-Haq when it was declared free industrial zone for five years.

FACTORS

Due to following factors the on was selected at the above location.

TAX FREE ZONE

To promote the back-word areas of Pakistan certain areas were announced as tax free zones in all provinces. The district of Dera Gazi Khan was one of them. Habib and group decided to establish a tractor factory in this region. A factory “Al-Ghazi Tractors Ltd.” was established by joint venture of PACO, HABIB GROUP, NDFC, and FIAT of Italy in September 1983.

FAVORABLE LABOR CLIMATE

The labor plays an important role in the selection of the labor-intensive company. So the selection of this location was also favorable labor for construction of the factory.

TAXES AND REAL ESTATE COSTS

One important factor was that the real estate’s cost was too much lower as compared to the to other areas of the country. That was the other main reason for the selection of the site.

CONSTRUCTION COST

The major cost involved in any organization is in the shape of the construction costs. That took a large amount. But at that time the labor was available at the cheaper rate. Due to which the site was selected at that place.

PROXIMITY TO MARKETS

It is located in the district Dera Ghazi Khan of province Punjab whose boundaries attaches to all four Provinces of Pakistan, especially the most fertile areas of Province Punjab and Sindh. So, it has more proximity to the market, as Dera Ghazi Khan and Multan Divisions are famous of being Cotton Belt.

AVAILABILITY OF UTILITIES

The basic utilities are easily available at the place. The facility of fax, electricity, Sui Gas and telephone was provided by Govt. at that time to encourage the partners to establish plant there. So these utilities proved much helpful to contact with the global market at every moment is a key to success. The transportation facility is easily available at factory place.

FACILITIES PROVIDED TO ATTRACT THE EMPLOYEES

AGTL has the following facilities for his staff. Which are considered to be important.

HOUSING FACILITIES

It is having housing facilities for 126 family homes and quarters for executives and workers. The population of the staff colony is approximately 500.

MOSQUE HOSPITAL AND SCHOOL FACILITIES

There is a Mosque, Hospital with ambulance and AGTL primary school for the children of staff residing in the colony. AGTL is having a school bus for pick and drop services to school and college for the children of staff studying in Dera Gazi Khan City.

UTILITY FACILITY

Clean water supply with U.V filter and private electric generator for Un-interrupted power supply for the staff because the weather in summer is much hotter here.

RECREATION CENTERS

Recreation centers for executives, workers, children and ladies with indoor games TV, Videos, Dish Antennas and other facilities are available at AGTL staff colony.

EMPLOYEES

There are 536 employees which, are working in the factory.

OFFICES

Head office Karachi

Factory D.G.Khan

Marketing area Multan

Lahore

Peshawar

Islamabad

Sukhar

PRODUCTION DEPARTMENT

Al-Ghazi Tractors Limited its own production department where they assemble the tractors in the production department they have 450 employees. The plant for assembling the tractor is installed by Italians. It is fully well equipped with the advanced technology. The material used for assembling the tractor is purchased by the head office Karachi. Then they sent to the factory. The vendors for supply of material are near about 360.

MAIN OBJECTIVES OF AGTL

· Main competitive priority of AGTL is the quality. other objectives are as follows

· To achieve the production capability so that the cultivator may get his tractor readily.

· To pay special attention to the quality of the finished products to get customer satisfaction.

· To provide prompt and effective after sales services and tactical advice together with adequate supply of spare parts.

· To contribute towards national self reliance in engineering industry.

· To promote industrialization in remote areas of the country.

· To achieve maximum localization of components.

“Inventory is a stock of anything held to meet the future demand”.

It is one the function for which management pays much of attention. Often an amount is fixed for inventory level. Keeping inventory to appropriate level is very difficult task. Because a huge part of firms capital investment is dedicated to inventory. All organizations have some type of inventory planning and control system.

Al-Ghazi Tractor is manufacturing organization, the management gives more emphasis on raw material inventory and mostly inventory is held in terms of input products and raw material. Most of the inventory is treated as dependent demand for the assembling. Here there is a separate Material Management department.

TYPES OF INVENTORY MANAGEMENT

The inventory can be divided into two broad categories.

1. Raw Material Inventory.

2. Finished Goods Inventory.

RAW MATERIAL

The company needs for the purpose of the production by the company can divide the items, which come under the raw material, into two broad categories.

a) Imported material

b) Local material

1). IMPORTED MATERIAL

The main items, which are imported by this company, are the gear cases and Engine and the critical items, which are necessary for the purpose of the production by the company. The company imports these items from Italy, Turkey.

The raw material fall under this category for

a) Model 480-S is 15%

b) Model 640 is 24%

2). LOCAL MATERIAL

AGTL is having 359 vendors from all over the Pakistan. These vendors are responsible for providing the high standards products to the AGTL. This contains the main portion of raw material. These are also categories according to the Models

a) Model 480-S 85%

b) Model 640 76%

METHODS FOR INVENTORY MANAGEMENT AT AGTL

REORDER POINT

At any time the raw material of 200 tractors is present in the factory premises. Whenever the material falls below it a fax is sent to Head Office for more raw material. The reorder point in the company is the raw material of 200 engines of the tractors.

ABC PLAN FOR INVENTORY

AGTL uses ABC, system that is the process of dividing items into three classes according to their Rs. Value and usage.

Category A:

A category includes those items that require largest money investment about 80 % of the overall investment while they account for only20 % only. It requires continuous review of the items included.

It includes the following items

1). Engine of tractor

2). Gear box of tractors

3). Imported items

Category B:

B category is the second important category includes those items that require second largest money investment about 15 % of the overall investment while they account for only 30 % only. It requires periodic review of the items included.

It includes the following items

1). Items used in transmission

2). Nozzles

3). Tires

Category C:

The last category is C category includes those items that require least money investment about 5% of the overall investment while they account for 50 % of all items. It includes items, which are prepared by local vendors.

FINISHED GOODS

There is no inventory being utilized by the company for the purpose of the finished products. The reason behind this strategy is that the tractors are sent to dealers or they may receive themselves. So the company is having the zero inventories for these items. The company is fulfilling the orders, which are coming to them.

“A forecast is the prediction of future events used for the planning purposes”.

Forecasting has an important role in scheduling all the operations of the organization. Forecasting is based on qualitative as well as quantitative methods. Management needs accurate forecasting of demands to make schedule of all operations and to cope with lead-time of different and reduce inventory levels. Accurate forecast allows schedulers to use machine capacity efficiently, reduce production times, and cut inventories.

There the four forecasting techniques are available for the purpose of the forecasting of the demand, which are as under.

1) Qualitative techniques

Ø Sales Force Estimate

Ø Executive Opinion

Ø Market Research

Ø Delphi Method

2) Quantitative techniques

Causal Techniques

Ø Regression

Ø Correlation

Time Series Method

Ø Naive Method

Ø Simple Moving Average

Ø Weighted Moving Average

Ø Exponential Smoothing Method With trend & Seasonal Effect

FORECAST AT AL-GHAZI TRACTOR LTD.

The sales data of sales of Fiat tractors of Al-Ghazi Tractors Ltd. for the last thirteen years is given below.

YEAR. PRODUCTION SALES

UNITS. UNITS.

1983-84 7683 8140

1984-85 9832 9351

1985-86 8500 8178

1986-87 7197 8101

1987-88 6604 6679

1988-89 8167 8189

1989-90 6607 6621

1990-91 5664 5734

1991-92 3327 3402

1992-93 6182 5955

1993-94 5547 5798

1994-95 6415 6420

1995-96 6617 6617

1996-97 4939 4701

From the above data we see that there is no concept of time series here. Its reason is because sales of tractors are through Agriculture Development Bank of Pakistan. Which account for 98% while only 2% sales are on cash. The farmers get loan from bank to buy a tractor because it is unable to buy it on net pay. The Bank at the end of each month initiates a order to HEAD OFFICE, which is situated in Karachi. However in peak season from JANUARY TO MARCH during harvesting season an order may be place after fifteen days. The orders are filled by the company in the during the next month of receiving the order. If the demand exceed the schedule than it is filled by overtime working.

There is no forecast method at Al-Ghazi Tractors Ltd. The advance booking period is normally six months. So, Head Office, Karachi, sends monthly production schedule to the factory according to the number of bookings. Al-Ghazi Tractors Ltd. has a strong dealers network from Karachi to Gilgit at the district level but the sale is done through ADBP. The bank prepared the draft and send to AGTL for booking. The plant is capable of providing 15,000 tractors per year. Whatever the demand is fulfilled by producing that required amount of tractors.

MATERIALS MANAGEMENT

“Materials management concerns short range decisions about supplies, inventories, production level, staffing patterns, schedules, and distribution”.

Decisions in these areas affect the whole of the organization, either directly or indirectly.

IMPORTANCE OF THE MATERIALS MANEGEMENT IN AGTL

Because Al-Ghazi is a engineering organization and assembling it depends upon the materials input to assembling. The other reason behind it is that is of short-range decisions so it requires more attention of the management.

The following are the reasons due to which the AGTL gives more importance to the materials management.

(1) Central Role of the Materials.

As the AGTL is a manufacturing organization so they need the input material for the purpose of the production of tractors from the vendors in country as need as well as the foreign countries. This material takes round about the 80% while staff takes 20% of the resources of the organization.

(2) Impact of inventory on profitability.

The other reason is the impact of inventory on the profitability of the organization. As on keeping more inventories the organization has to bear much more holding.

FUNCTIONS OF THE MATERIAL MANAGEMENT

The Sales, Vendor Development, Purchasing, Production Departments are tied collectively to perform the functions relating to the materials. The Sales Department makes the forecasts of the month, on the basis of orders paid by Agriculture Bank of Pakistan. Then these are send to the production department, then Production Manager makes the monthly production plan, then depending upon the production, they need the raw material which is asked by Sales Department to the Purchasing department, then this department makes the required purchasing plan. This plan is made for the purchase from the inside as well as from the foreign countries. The purchasing is made according to documented procedures of ISO 9002 standards discussed in ISO 9002.

RAW MATERIAL:

The company for the purpose of the production divided the items, which come under the input product and raw material, into two broad categories.

IMPORTED MATERIAL.

The main items, which are imported by this company, are relating to Engine and the critical items that are necessary for the purpose of the production by the company. The company imports these items from Italy, Turkey.

The raw material fall under this category for

c) Model 480-S is 15%

d) Model 640 is 24%

LOCAL MATERIAL:

AGTL is having 359 vendors from all over the Pakistan. These vendors are responsible for providing the high standards products to the AGTL. This contains the main portion of raw material. This is also categories according to the Models

c) Model 480-S 85%

d) Model 640 76%

Lead-time is the time required for receiving goods from the suppliers. AGTL has two types of suppliers.

1) Vendors from Lahore area have lead-time of 10 days.

2) Vendors from Karachi area have lead-time of 30 days.

Foreign suppliers

Lead-times for foreign vendors from Italy and Turkey have usually 6 months.

Quality Policy

The heart of Al-Ghazi Tractors Ltd. is quality, is the first company in the automobile industry of Pakistan to have achieved the highest Quality Award-The ISO 9002 registration which gives Al-Ghazi Tractors Ltd. the international recognition as producer of Fiat and New- Holland Tractors. Besides it Al-Ghazi was conferred the management excellence award by the Management Association of Pakistan for demonstrating the best Corporate Performance on quality in the Engineering Sector of Pakistan for the year 1995 and 1996.

In Al-Ghazi quality is a dynamic state associated with the products, services, people, processes and environment that meets or exceeds the expectations of their customers and it is a strong edge on the basis of quality against the competitors. There is well-established Quality Control department in the company that assures quality by incorporating other departments.

DEPARTMENTS

There is well-established setup to ensure quality in the company. The following departments are directly concerned with quality assurance in the company.

· Quality Control department.

· Purchasing department.

· Inspection department.

· Production department.

· Vendor development department.

There is a strong integration of all the departments to make assurance of quality at the every stage of whole the process starting from purchasing to final inspection of finished products.

Quality Control in purchasing

About 85% parts of 480 model and 75% of 640 model are obtained from local vendors while the remaining parts are imported from Italy. For local parts the Vendor department gives drawing and material specification to Vendors. Samples are obtained from them and are sent to well establish Material & metallurgical Laboratory, which is situated in the plant for calibration of, required specification of the part and strength of the material. If the results are up to mark then ordered are placed to them. Otherwise engineers of the company assist them in solving the problems relating to strength and specification of the part.

The purchased parts are inspected in the company and Karachi where company’s headquarter is situated, by taking sample among them on the following criteria.

13 out of 100 items.

32 out of 200 items.

The specification of the items, quality and the strength of material of materials used in parts are checked by material and metallurgical engineers in the laboratory. If the items are 2% of the total sample are defective than the whole lot is not accepted. Then all the items are checked and cost of checking and inspection of these items is beard by the vendors and all defective items are replaced and repaired by the vendors. If defective items are less than 2% than all defective are replaced and repaired by the vendors.

QUALITY CONTROL DURINDG WORK IN PROCESS

As the lot is accepted on the basis of sample and it may be possible that there are some defective items in the lot, due to this during the process on assembly line these defective parts are identified and than Quality Inspector or the employees working on assembly line separate them out and latter than these are returned to vendors.

The following are major activities/operations on the assembly line.

1) Gear box checking

2) Transmission

3) Coupling of Transmission with Gear box

4) Test Bench

5) Coupling of Engine with Transmission

6) First line

7) Paint shop

8) Second line

9) Final inspection

There is chained relationship among all above activities and operations. If one person fails to identify a defective item than the next one will identifies it. The Quality Inspector is on the assembly line to check the quality of the items and to identify defective parts.

FINAL INSPECTION

In the last a group of Quality Inspectors examines the finished product. They check the paint and performance of tractors on the “Roller test” to check the gear, speed and working of the tractors. After it each and every tractor is checked on the road before the delivery. For this purpose meter reading is noted before and after the test. Each and function is checked in the Road Test. After it pre delivery test is completed.

TOTAL QUALITY MANAGEMENT

“Total Quality Management is an approach to doing business that attempts to maximize the competitiveness of organization through the continual improvement of the quality of its products, services, people, processes and environment”.

In Al-Ghazi Tractors Ltd. management has been taking the following steps for Total Quality Management.

EDUCATION AND TRAINING

The management has established a training center in the premises of the company for training to the managers and workers to increase the performance at every level. This improvement in performance is directed towards satisfying such cross-functional goals as quality, schedule, and others activities. Before audit of ISO 9002 implementation in the company all the employees who are concerned with quality were given training so that all the employees could understand all the documented procedures, authorities and responsibilities of each other in the company. Some managers were sent to different seminars and workshops to learn about ISO 9002.

Now a days the companies has introduced their new product New Holland tractor in the market. For this they are giving training to new hired employees about assembling of the tractor.

TEAMWORK

In Al-Ghazi there is strong existence of teamwork. These are the managed group of the employees doing their best competitive efforts to cope with the barriers, rivalries and distrust among different departments to improve the quality of the their products. In the company the employees have

In Al-Ghazi all operation is directed satisfaction to both external or internal customers .The product produced, to the external customers is totally checked by the internal customers. The internal customers in Al-Ghazi check the quality of items, semi-finished goods during process because the work of one depends on the work that proceeds them.

OBSESSION WITH QUALITY

For obsession with quality the employees are trained from time to time to learn the philosophy “ how can we do better ” the suggestion given by the employees about quality are appreciated in the company.

SCIENTIFIC APPROACH

As the engine of the tractors are produced in Italy for Fiat and for New-Holland . From New-Holland Company which is a subsidiary of Fiat group. These both are operating 13 research and development center located in Brazil, Belgium, Canada, England, India, and Italy a united satiates. Besides it both is directly operating 19 manufacturing centers and 26 sales offices around the world? These research centers are using scientific approaches to develop and modify their existing and new products.

CONTINUAL IMPROVENENT OF SYSTEM

The management of Al-Ghazi tractors Ltd. has taken many steps to improve their system in order to continually improve the quality of products and services. Employees are trained from time to time and new technologies are adopted. Recently company has introduced hydraulic pressure engine in their 486 and 640 models.

A new product New-Holland has been introduced in the market that is symbol of new technology.

EMPLOYEE INVOLVEMENT

Employees are involved in all the matters relating to quality, purchasing and other functions of the company. It results in good decision making and more effective improvement by bringing more minds to bear the situation.

PRODUCTION PROCESS

The process design in the assembly line of tractors consists of the following operations an activities.

1. Gear Box

2. Transmission

3. Coupling of transmission with Gear-Box

4. Test Bench

5. Coupling engine with transmission

6. First line

7. Paint shop

8. Second line

9. Final inspection

GEAR-BOX

Engines and many parts of the tractors are imported from Fiat manufacturers in Italy and Turkey. During the journey from Italy to the plant many parts of gearbox get loose. On arriving in the plant, during assembling certain operations are performed by technical individuals, are discussed as under.

1- CLEANING OF CASE FROM INSIDE

Here the case of gearbox is cleaned from inside because it is much effected due to dust. The dust is removed from inside the case by cleaning it with some dust-removing agents.

2- COUNTER SHAFT NUT TIGHTING AND STAKING.

Some parts of gearbox get loosed because of journey in ship and later on trucks. Here shaft is tightened and some other items are assembled to it.

3- TRANSMISSION SHAFT COVERS TIGHTENING.

After counter shaft nut tightening next the transmission shaft cover is tightened because of above reasons.

4- SPILTER TIGHTENING AND LOCK PLATE BENING.

After transmission shaft cover tightening a splitter of weight of 9.5 kg is fixed into the gearbox by tightening bolts and locking plates are bent.

5- CHECK POSITION OF MAIN SHAFT INNER AND SEAL AFTER INSERTION OF P.T.O. SHAFT.

It is a final operation in the gearbox checking. Here it is checked and assures that our shafts are on its right place or not, further corrective actions are taken to make it ready. Then gearbox is totally sealed after insertion of P.T.O. shafts.

TRANSMISSION

The following are the operations that are performed during transmission.

6- CLEANING FROM INSIDE.

Here nozzles that are to be fitted into gearbox are cleaned. Others parts are also cleaned and oiled.

7- BEVEL PINION NUT TIGHTENING.

It is the second operation in transmission. Here the bevel pinion nut is tightened into the gear- box.

8- BEVEL PINION ROTATING TORQUE.

Bevel pinion rotating torque is cleaned and made ready for assembling into the gearbox.

9- DRIVE HEAD TIGHTENING.

Drive is a separate part, which is later adjusted to the gearbox, is tightened with some of other parts.

10- BEVEL DRIVE ROTATING.

Bevel drive rotating is cleaned and its specification is checked and is sealed by adjusting it into the gearbox.

11- BEVEL DRIVE BACKLASH.

Here the bevel drive is recoiled so that it is ready for coupling to gearbox and engine.

COUPLING OF TRANSMISSION WITH GEAR-BOX

Here gearbox and all other parts, which are prepared in transmission, are coupled and the following operations are performed.

12- GEARBOX WITH TRANSMISSION TIGHTENING.

Here gearbox is coupled with transmission by tightening that integrates them.

13-FINAL DRIVES TIGHTENING.

Drive head, which is a separate part, is tightened into coupled gearbox and transmission.

14- BREAK PEDAL ADJUSTMENT .

Here the position of break pedal is adjusted for both forward and back Tires with the engines.

TEST BENCH

Here the engine is checked to check that are its parts are at their its correct places or not, further actions are taken later on.

15-OPERATION TEST.

Here the engine is checked by engintioning it and the performance of the engines are checked to ensure its performance.

16- CLUTCH TO FLY WHEEL TIGHTENING

Here the flywheel are checked and tightened strongly with the transmission.

17- ENGINE WITH TRANSMISSION

Here the engine is combined with the transmission and bolts are strongly tightened.

18- MASTER CLUTCH PEDAL ADJUSTMENT

Here the master clutch pedal is adjusted.

19- P.T.O HAND LEVEL ADJUSTMENT

20- HYDRALIC LIFT TRANSMISSION TIGHTENING

Here hydraulic lift is fixed and tightening with transmission.

21- LEVER TO STEERING BOX TIGHTENING

Here lever of tractor is tightening with the lever to transmission.

22- FRONT AXLE SUPPORT TIGHTENING

The bolts of front axle are tightened to the transmission.

23- DRAG LINK TO STEERING ARM AND AXLE TIGHTENING

Here small and big axles are tightened to transmission.

24- CORRECT APPLICATION OF PROTECTION TO VARIOUS PARTS

Here different parts are checked and adjusted to their correct places.

25- WASHING

Here to remove dust the body of engine , the body of the engine is washed with hot mixture of hot water and chemicals.

26- PRIMER

Here the body is make prepared for paint by allowing to remained in the hot air.

27- PAINT

Here the steel body is painted in the “Paint Shop”.

SECOND LINE

28- INJECT GREASE IN ALL LUBRICANTS

Here grease and other lubricant oils are injected to engine and moving parts of the tractors like wheel.

29-ELECTRICAL SYSTEM

Here all electrical wiring system is built ion to the tractor a d a battery is adjusted in the tractor. All lighting bulbs are put bonnets relevant places.

30- ALIGNMENT OF STEEL METAL

Here the painted body of the tractor is aligned tom the engine and other body of the tractors.

31- FRONT WHEEL TIGHTENING

Here the bolts of front line are tightened and also are injected grease to it

32- REAR WHEAL TIGHTENING

Here the bolts of the back wheel are tightened, and the inner parts are oiled with Mobil Oil.

33- WHEEL ALIGNMENT

Here the front and back wheels are alighted and their bolts are tightened.

34- OIL CHECKING

Here the oil levels are checked and fill oil to it and after it the final inspection is made.

FINAL INSPECTION

The following are the operations, which are performed during final inspection of finished tractors.

1) Engine oil level checking

2) Gear Box oil level checking

3) Air cleaner oil checking

4) Water level checking

5) Weight test of Hydraulic pressure

CHECKING OF OPERATING PARTS:

6) Clutch play tightening and sound test

7) Tightening of break L/H & R/H

8) P.T.O Clutch test

9) High, low gear sound checking

10) 1-2-3-4 & reverse gear checking

11) break seal of L/H & R/H

12) Final drive tube leak

13) Differential case hole and sound checking

14) Gear box top cover leak checking

15) P.T.O top cover leak checking

16) P.T.O plate leak checking

17) P.T.O cover leak checking

18) P.T.O seal leak checking

19) Differential leak checking

20) Engine sound checking

21) Lift pump support checking

22) Automisophry support checking

23) Paint cover checking

24) Fuel engine pipe leak cover checking

25) Top hydraulic leak checking

26) High pressure pipe leak checking

27) Low pressure pipe checking

28) Steering plate leak checking

29) Steering loose/tight/free checking

30) Wheel alignment checking

31) Tie rood (rubber boot/pin) checking

32) 640 fender & distance checking

33) Sheet metal (paint/welding/crack) checking

34) Grease checking

35) Tire’s air checking

36) Self starter checking

37) Leaving box checking

ELECTRICAL LIGHTING SYSTEM CHECKING :

38) Parking lights checking

39) Parking indicators checking

40) Neutral switch checking

41) Head light low checking

42) Head light high checking

43) Beam indicators checking

44) Oil pressure checking

45) Alternate light checking

46) Alternate junctions checking

47) Fan belt (extension/loose) checking

48) Fuel gauge checking

49) Temperature gauge checking

50) Main wire clip checking

51) Back lights checking

52) Horn checking

53) Yellow lamp checking

54) Fuse box checking

55) Wire fitting checking

56) All body paint checking

57) Sheet metal checking

ISO 9000

ISO 9000 is quality system standards are highest criteria of quality in the world. Many companies in EC, Arab countries, USA and other countries are now demanding ISO 9000 registration from the suppliers around the world. Approximately 45000 companies around the world are ISO 9000 certified. ISO 9000 is effecting industry and business in every sector. Due to the importance of the ISO 9000 many companies in Pakistan have start their journey on the certification.

ISO 9000 IN AGTL

AGTL is the first company in the automobile industry of Pakistan who has achieved ISO 9000 quality award. The ISO 9000 registration which gives AL-Ghazi Tractor Limited the international recognition as producer of FIAT and New Holland Tractors.

REASONS FOR OBTAINING ISO 9000

q To maintain the world class standard of Fiat.

q To produce quality confirmed tractors.

q To determine all steps in the production so that it can identified and corrected.

q To have quality control over the purchases from the vendors to all over the Pakistan.

q To have an effective internal audit to identify mistakes and takes corrective actions.

q To be automobile leaders in Pakistan.

q To expand the market to the other nearest Asian countries.

ISO 9002 IMPLEMENTATION IN AGTL

Al-Ghazi Tractors is the first Company in the Automobile sector of Pakistan to have achieved the highest quality award “The ISO 9002” registration which gives Al-Ghazi Tractors Ltd. the international recognition as Producers of Fiat and New Holland Tractors.

The customers of every organization in response to new global competitive environment have become more quality conscious. Now due to it some of your customers might already asked you about the ISO 9000 series quality standard and your attention in this regard. Now a-days, no matter what business you are in, you will be eventually be asked, “Are you ISO certified” by your customers. Now a days in the World, just about every business, from the large multinationals to the local organizations have pursued or pursuing certification to satisfy and win the hearts of their customers.

In Pakistan about 90 companies have still certified ISO 9000 that is a positive indicator as it laying a foundation of Quality Management in the companies. Its nice to see so many companies achieving ISO 9000 registration the growth is extraordinary. Al-Ghazi Tractors Ltd. the market leader in tractors in auto industry is the pioneer in getting the highest quality standard of World ISO 9000 in Pakistan. The management and employees have taken it a real challenge to integrate the Quality Management into their business operations as an essential part of their work.

MANAGEMENT RESPONSIBILITY

OUR QUALITY POLICY:

OUR MOST ENDURING COMPETITIVE EDGE IS QUALITY OF OUR TRACTORS”

RESPONSIBILITY AND AUTHORITY:

The quality control program with in Al-Ghazi Tractors Ltd. has been established at the direction of the Senior Management due to demand of quality as a competitive edge in Auto Industry. The responsibility for development and integration of the quality plan resides within the quality control operation. The responsibility for execution of the quality program is delegated to the Production Manager. The Production Manager has delegated responsibilities to all those who are concerned with quality. Responsibilities and authorities in the company have been documented.

Quality control has the organizational freedom and authority to initiate action to prevent the occurrence of non-conformities, record problems, initiate corrective actions, verify solutions, and if necessary, stop those processes until such time as they fully comply.

Quality Control Manger oversees the quality control operations for the company. The Quality Control Manager has the responsibility for overseeing, incoming material inspection, work in-process test, final inspection, and statistical techniques in conjunction with the production departments.

Independent personnel are trained and appointed by the quality control department, perform the quality audits and can audit any area from which they are trained and appointed.

The management of Al-Ghazi has designated appropriately trained individuals, to meet all the requirements of the quality program. Quality control department has approved personnel performing the quality inspections. The employees who are concerned with quality in the company have been trained to understand and maintained the quality policy of the company.

Ø There are documented job descriptions that define authority and responsibility for quality operations.

Ø There are trained employees have been assigned to internal audit activities and audit reports are transmitted to senior management.

Ø The trained engineers and employees of Materials and Metallurgical laboratory to verify and inspect the conformance of incoming raw materials and products against the design specifications that is managed overseen by quality control department.

Ø The trained engineers and employees of Quality Control department and Production Department perform In-process inspection, final inspection, and functional testing that ensure conformance to product design specification.

The Production and Quality Control Mangers are responsible for insuring that the ISO 9002 requirements are met as well as all other customer requested requirement. It is also the function of the quality control manager to provide regular feedback on the status of the quality system and its progress. This is accomplished via reports on those measures reflective of the quality system.

The Quality Control Manger also acts the primary communications point with reference to any outside bodies affecting the quality system.

From time to time the Quality Control Manager reviews the quality system’s methodology and its application to the ISO 9002 Standard. Revisions to the manual and quality system is made as required to guarantee the quality of the product, services, and the needs of the company.

The Upper Management and staff conduct regular reviews of quality issues. These documented reviews are used for further corrective plans.

In Al-Ghazi Tractors Ltd. the quality control program is a formally documented system of planned activities established to provide evidence of compliance to the requirements of applicable regulation, codes, standards, contractual specifications, drawing, ISO 9002, as well as the company quality policy.

All of these activities are governed by procedures and written instructions supported with records of training and satisfaction compliance of products and processes. The Production Managers establishes measures to implement these requirements as defined in this manual. This include the preparation of procedures, are documentation that are used to assure compliance to the quality control program.

The quality manuals and all the supporting departmental procedures are referred to as the quality plans. The preparations of these plans are responsibility of the Production Department and Personnel Department and maintain them in conjunction with senior management review.

The management of Al-Ghazi Tractors Ltd. has established and maintained procedures for the acceptance and review of customer orders. This is the responsibility of the sales and marketing departments to ensure documented procedures and records are in place to adequately meet the requirements, maintain a documented system with appropriately maintained records to ensure the appropriate review of the customer’s orders. This ensures that the order is well understood by both parties as that we have the capability to meet the requirement. These procedures require agreement prior to the acceptance to the order. It is the responsibility of the sales organization to ensure a comprehensive documented integration of this requirement exists.

AMENDMENTS TO CONTRACTS

Each organization affected shall maintain procedures for the processes used to amend a customer requirement to ensure compliance with the request.

RECORDS

The customer orders (contracts) shall be maintained by the sales organization for the duration of the warranty period plus one-year unless otherwise requested by the customer. Documented procedures shall exist to support the retention of these records.

DOCUMENT AND DATA CONTROL

At Al-Ghazi Tractors Ltd. the management has established document and data control procedures for the collection, maintenance, and distribution, one of key requirements of ISO 9002 implementation. It is the responsibility of each department to follow the established procedures for the collection, maintenance, and distribution and control of all the documents, instruction, and data in their operations to meet the intent of the ISO 9000 standard.

In Al-Ghazi the following documents are maintained and controlled.

Ø Policy Documents

Ø Quality Manuals

Ø Operations Procedures

Ø Quality Procedures

Ø Drawing

Ø Specifications of materials

Ø Inspections & Test Criteria

Ø Process Technology

Ø Quality Plans

Ø Work Instructions

Ø Storage

Ø Handling & Maintenance Instructions

Ø Quality Audit

Ø Training Document

etc.

All departments in Al-Ghazi have established the procedures and maintenance of the documents. Documents and Instructions are established to handle and avoid whenever a lack that could adversely affect the quality of the process, product, or services provided by the operation. Every department is responsible to ensure that the documents are approved by the supervision of the authorized technical individual or concerned manager who is appointed there. In the case of conducting tests for quality assurance, the manager of quality control department is required to approve the document.

A master revision listing of the documents of the vendors is maintained and issued by the quality control department at the end of each month to Vendor Development Department for further purchasing decisions. It is the responsibility of the all departments to ensure that only current documents are available for usage. Obsolete documents must be promptly removed by the department and adequately identified as available for reference only.

DOCUMENT CHANGE

Prior to the issuance of any new procedure/instructions/documents approval is required from the Upper Management. To upgrade a document related to quality, the quality control department required to provide a new revision about it is possible and feasible or not. When making changes, it is required that the changes from the previous instructions be highlighted to ensure the proper changes are readily implemented. All of the department are informed and provided with attested copies by the concerned manager and upper management, with modified or upgraded documents for information and implementation.

PURCHASING

Providing the best quality products require best and raw material that meet certain required specifications. It is the most important function in ISO 9000 standards implementation requirement. The purchasing department plays an important role in it that makes documented policies about the purchasing. In Al-Ghazi Tractor Ltd. the purchasing department situated in head office has established and maintained a documented process with appropriate records that ensure the purchased products meet defined specifications.

The purchasing department has established documented procedures with the co-operation of quality department by which supplier are selected. Their selection incorporates at least three considerations in the following priority:

Ø Their ability to deliver material that meets the product specifications.

Ø The evaluation of the quality of the products by quality department to ensure that consistent and desired quality is met and delivery requirements.

Ø A cost competitive delivery of the material.

The purchasing department in conjunction with the quality control department determines the methodology employed to ensure the receipts of the appropriately conforming materials. The purchasing department in conjunction with the inspection of incoming materials maintains records of the supplier’s performance. The purchasing department only purchases materials from approved suppliers/vendors. It is the responsibility of the purchasing department to establish and maintain procedures for the generation of an acceptable supplier listing. The listings of approved suppliers must have the approval of the quality control department.

The purchase orders provided to the suppliers contain appropriate information about standards, specifications, and drawing testing criteria of the company packaging, delivery schedule, mode of transportation.

The purchasing department has defined the documented procedure how they will ensure that all materials introduced into the operations have undergone a review for conformity. The purchasing department looks and checks the materials by commodity grouping according to defined inspection routines for each commodity.

As the tractors are manufactured against the bookings so there is proper documentation of customer supplied products. AGTL is responsible for maintaining the products in good condition before the delivery.

In Al-Ghazi Tractors Ltd. it is the responsibility of each department to develop and maintain process that ensures their continued conformance to customer requirement and the ISO 9002 standards. This includes operating instructions for all department and employees that affect quality. Specific work instructions and procedures have been defined and documented where there is a lack that adversely affect quality, it includes.

Ø Documented work instructions / procedures that define the manner of production, installation and servicing.

Ø Use of suitable production and installation equipment.

Ø Suitable working environment.

Ø Compliance with referenced standards / codes and quality plans.

Ø Monitoring and control of suitable process and product characteristics during production.

Ø Approval of process and equipment as appropriate.

Ø There is suitable maintenance of equipment to assure continued capability.

Specific training and instructions are given to employees to understand and retain specific records for these special processes.

For employees it is recommended that they follow the assembly line instructions flow-charting method.

Al-Ghazi Tractors Ltd. has established and maintained documented procedures for inspection and testing activities associated with verification of specific requirements of the materials / products. There is a well-established computerized Material and metallurgical laboratory in the plant where operations are performed to check the strength and the appropriate specifications of items.

All procedures and activities affecting testing are overseen by quality control and their signature on the proposed procedure is required to the Hovel Card which is attached with gear box and it remain with it until the competition of the product.

At Al-Ghazi it is responsibility of inspection department to ensure that no material can be used until they can verify compliance with the specified material requirements. The inspection is carried out in Material and metallurgical laboratory by taking a sample from the lot and according to the documented inspection procedure. Quality control engineers approve the testing procedures.

The production department is responsible for work in process inspection and testing. At Al-Ghazi Tractors Ltd. the production department has generated a comprehensive inspection and test plan that ensures that all defined testing requirements are met. This testing plan is based on documented testing instructions. No materials may bypass these inspection plans or continued to be processed without successful completion of the test and inspection requirements. For this purpose many quality inspectors have been assigned on the assembly line. On assembly line the output of one is the input of other one, due to this there are less chances of bypassing a defective item.

The production department has generated a comprehensive inspection and test plan that ensures that all defined testing requirements are met. In the last a complete testing plan is formulated to ensure the quality and conformance of the final product. No product may by pass until the final inspection.

Inspection and Testing Records.

A Hovel Card moves on assembly line from beginning to the end. Each observation and testing made by any person is checked and he signed on the card. If any person commits any mistake he is the responsible for it

Control Of Inspecting, Measuring and Test

Equipment

Being a engineering work in the factory, all of work is performed through machines and equipment’s. Quality and Inspection departments in Al-Ghazi Tractors Ltd. have established and maintained documented procedures to select, control, calibrate and maintain inspection, measuring, and test equipment used to demonstrate conformance of the product or items. These devices include measurement tools, gauges, verification software, or any other “device” used to ensure conference. There is a well establish Material and metallurgical laboratory in the factory equipped with inspection, measuring instruments and is computer assisted.

The devices, mechanic is assigned to the appropriate individuals who know who to make it run. For this the employees are properly given training so they are able to handle the instruments for security purposes. History of the equipment is maintained and whenever it become out of order, it is repaired properly to avoid further errors.

The production department in conjunction with inspection department and engineers determine the measurement to be made, the accuracy required and the appropriate device that is capable of the necessary precision.

All the devices are used on a schedule based on usage or duration of time. The schedule has been scheduled in such a way that the all the operations in factory are not affected. Documented inspection procedures exit for the calibration of equipment. That includes maintenance, duration between recalls, as well as the actual testing for which the device is being used. No unauthorized person can make changes in the devices.

Inspection and Test Status:

Production department has established documented process with procedure for ensuring that all materials / products carry a test status. The incoming materials or items are checked by Inspection department, after successful checking they paste a material transfer tag designating transfer for acceptable materials, if the material is not up to the mark than a further tag is pasted on the lot for further decisions.

The work in-process inspection stations demonstrate compliance on HAVEL CARD on which each person who perform a particular activity sign about the conformance and specification of or item used. On assembly line there are many inspection stations where quality control inspectors are assigned that checks the progress and quality of process as well as material used.

Final inspection is done by a group of quality inspectors and it validates the existence of all prior inspection against the check sheet as well as the test data and sign of on acceptance. This check sheet acts as the quality records.

Control of Nonconforming Product:

Quality is the heart the factory. Quality, Inspection and purchasing departments initiate and maintain procedures with the appropriate records to ensure that non-complying materials are prevented from inadvertent use. These procedures concerning with nonconforming materials ensure the proper identification, documentation, evaluation, disposition of products.

Nonconforming Product Review and Disposition

When a material is found to be defective/nonconforming then according to established procedures are placed for appropriate disposition. Quality department initiates the authority for disposition of products. By taking a sample from the lot the inspection department checks the specification of the product. If it is up to mark than it is accepted. If not than further actions are taken thorough investigation of the defects, the result of which can fall into the following categories.

Ø Reject the lot.

Ø Check whole the lot on the expenses of suppliers.

Ø If less than 20 % lot is defective accept non-defective parts.

Ø If more than 20 % than reject the whole.

All decisions by the Inspection department results from an investigation of the material specifications. Any compromise to the material will require notification of the affected parities.

Corrective and Preventive Action:

All departments in Al-Ghazi Tractors Ltd. have established and maintained procedures for implementation of corrective and preventive actions. It is the slogan of the company that:

We always take corrective actions not just corrections”

These non-conformities are collected, analyzed, and than with root-cause philosophy they are corrected. Safety issues have received top priority and immediate allocation of resources. In all cases where a corrective or preventative action is employed, a record of the changes made shall be recorded and the record is maintained for further actions.

A corrective action results from a customer, employee of factory or a report of a product nonconformance. The sales department maintains a documented process by which the complaints are complies, analyzed, and corrective action will address not only the root cause source of the nonconformity. A report is generated to Senior Management about complaints made by the customers for the solution. Corrective actions are than taken by the management after reviewing the situations.

Preventive Actions:

A preventive action is taken on the information indicating a nonconformity within the operating process that affects quality. These information are gathered by way of internal audits, quality records, yields shortfalls, service reports, customer complaints, employee’s indication or any other areas indicating process failures. The quality department than takes action for the prevention of such failure/shortfalls in the future. The quality control department maintains documented processes by which the shortfalls are complied, analyzed and preventive action initiated and tracked. This prevention action is addressed not only the root causes but also the application of controls to ensure its effectiveness. Senior management reviews a report of the corrective and preventive actions.

Handling, Storage, Packaging, Preservation and Delivery

There is separate department for handling and storage of all the input materials has established and maintained documents procedures for the handling, storage and preservation all input products.

There are appropriate trained employees to ensure the proper and safe handling of materials. All forklift drivers are trained to operate the lift.

When an item or product come in the premises the employees put them to large case which contains their identification number and name of that commodity. There are appropriate trained employees in the handling and storage department that ensure the proper and safe handling of materials. All materials are stored to prevent deterioration as well as support easy retrieval for usage. It is the company’s policy to follow a “first in first out” inventory policy and all material storage procedure is accommodate to this policy.

Those materials that are sensitive to environment like it is very important to make safe the engine from dust (as all around the plant there is much dust) the engine is kept remained within the case in store and it is not place openly. All the material is properly handle, continually monitor, and removed if appropriate. All other materials are monitored at regular intervals to detect deterioration.

Receipts for storage and dispatch of materials from storage and handling department are issued and received by authorize persons.

The trained employees of materials handling and storage department package supporting materials which is given with the tractors. They also maintain packaging of the materials, which are to be use in the internal operations.

A big secure store area has been established in the plant in material and handling department to segregate the input and semi-finished products to ensure its preservation.

There is network of dealers of Fiat and New-Holland tractors from Karachi to Gilgit in Pakistan. About 98 % of tractors are sold through Agriculture development Bank of Pakistan and only 2 % sales are on net cash. The tractors are delivered to customers through the dealers or they nay buy from company premises.

All departments that are related with quality have established and maintained documented procedures on how they handle quality records. These procedures identity the records of all the departments for decision making about quality. Authorization has been served to individuals of quality department for issuing, receiving documents related to quality. The procedures have been establish that through light and guide about

Ø Methods for collection of quality records

Ø Indexing of quality records

Ø Methods for accessing of quality records

Ø Filing the quality records

Ø Storage of quality records

Ø Maintenance of quality records

Ø Disposition of quality records.

The purpose of the records is to demonstrate conformance to the specified requirements of the quality system.

The quality control department have established and maintained documented procedure for the planning and implementation of internal quality audits of operation and the results generated.

The quality control department has assigned duties of internal audits. Then results are use further decisions and for comparison of actual practices to the documented procedure and instructions maintained by the department. The audit is about all areas affecting quality to assess the degree of compliance and effectiveness of the quality system. These audits are conducted according to an audit plan based on the importance of the operation being audited.

Training

There is a well-established training institutes in the company. Where all employees who affect quality are given training from time to time. Training is given to the managers and workers to increase the performance at every level. This improvement in performance is directed towards satisfying such cross-functional goals as quality, schedule, and others activities. Before final audit of ISO 9002 implementation in the company all the employees who are concerned with quality were given training so that all the employees could understand all the documented procedures, authorities and responsibilities of each other in the company. Some managers were sent to different seminars and workshops to learn about ISO 9002.

Now a days the companies has introduced their new product New Holland tractor in the market. For this they are giving training to new hired employees about assembling of the tractor.

The Human Resource department has established their documented procedures.

Servicing

Al-Ghazi Tractors Ltd. has offered after sales service to its customers on both Fiat and New-Holland models. The sales department has established and maintained documented procedures and records as related to the services provided. When a customer has some problem in machinery he contacts the nearby dealer of the company which prepare a claim and send it to head-office for further actions.

Statistical Techniques

Each department in Al-Ghazi Tractors Ltd. has established and maintained documented procedures to implement and control the applications of statistical techniques in their operations. These procedures have been established in conjunction with the quality control department.

To confirm the processes and product performances and in an attempt to increase it, following statistical techniques are being used

Ø Sampling

Ø Formulas for evaluating sampling


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Nestlé Milkpak Strategic Management


The Nestle History

Nestlé S.A., the present Switzerland based international food group, originally consisted of companies and two products: Henri Nestle and his baby food in Vevey, and the Anglo-Swiss Condensed Milk Company and its condensed milk in Cham, both in Switzerland.

In 1866 the Page Brothers from the United States set up a new industry in Cham, making condensed milk from a raw material that was available in abundance in the region. In 1867 Henri Nestle, a chemist in Vevey, created a milk and cereal based food which promptly saved the life of a baby which its mother could not feed. The companies competed vigorously until 1905, when they merged and became the starting point of the present food group.

Nestle is now the world's largest food company. It is present on all five continents, has an annual turn-over of 70 billion Swiss francs, runs 522 factories in 81 countries, 200 operating companies, 1 basic research center and 20 technological development groups and more than 231,000 employees the world over.

The Company owes its current status to the pioneering spirit inherited from its founders which continues to inspire it, to its concern with quality and to its constant search for new ways of satisfying man's nutritional needs.

The core raw material of Nestle Milkpak is milk. Over the last eleven years, the company's prime concern has been to improve the quality and volume of milk for UHT processing and for other milk based products. Driven by its commitment to quality and having realized that only self collection could eliminate its dependence on poor quality milk available from outside sources, the company successfully established its own collection system and expanded its operations over a very large milk shed area in Punjab. Owing to this tremendous growth in the volume of an extremely high quality raw milk. Nestle Milkpak now produces a superior quality and better tasting UHT milk, with longer shelf life.

Today, Nestle Milkpak can boast of the largest milk collection network in the country, unmatched in size, productivity and efficiency. Milk is collected through a vast network of village milk centers (VMCs), sub-centers and centers. At these centers, chillers have been installed to lower milk temperature to 4°C for preventing bacteria development during long hauls to the factories, which are undertaken by a large fleet of specially insulated tankers.

In terms of quality, the milk collected Nestle Milkpak is low in sodium, high in fat and solid non fats (SNF) and very low in Total Plate Count (TPC) which, stated simply, means the bacteria count. This was achieved through a comprehensive strategy and sustained efforts to overhaul the milk collection process, intensive education program for the farmers and the milk collection staff, upgradation of milk loading and transportation system, increase in the chilling capacity and above all, adherence to the highest acceptance standards at all milk collection points, including the factories.

As a service to farmers. Nestle Milkpak has established an Extension Service, staffed by qualified veterinary doctors, who assist them in vaccination and treatment of livestock, improved breeding, good animal husbandry practices, provision of high yield fodder seed etc. By taking professional help and guidance to their doorsteps, which they otherwise find difficult to access, coupled with incentives and a good and prompt return for their milk. Nestle Milkpak has created a mutually beneficial relationship with the farmers, which translates into opportunities of economic uplift for the rural population.

To promote milk production. Nestle Milkpak is successfully promoting the use of molasses to enrich the fodder and has arranged its distribution to farmers at cost. In another revolutionary step the company has arranged loans of Rs. 25,000 to selected small farmers to help them buy more animals and increase their herd size. This micro credit scheme has been made possible by IGI, a Lahore based bank.. Rupees twenty five million have so far been disbursed, with more in the pipeline.

As a consequence of joint venture arrangement between Nestle S.A. of Switzerland and Milkpak Ltd. in 1988, the existing production facility of Milkpak in Sheikhupura became a part of Nestle Milkpak.

Production at Sheikhupura Factory

The Milkpak Sheikhupura factory had commenced operations in 1981 as a producer of UHT milk. By 1988, it had expanded its operation and was also producing butter, cream, desi ghee - all under the brand name of MILKPAK and juice drinks under the brand name FROST.

Conscious of the large food market that Pakistan offered. Nestle Milkpak drew up ambitious expansion plans. While re-organizing and re-inforcing the production of existing brands, it lost no time in giving shape to new production lines. The first to come was a milk powder plant, which not only began producing NIDO in 1990 but was also critical to the production of several milk-based products in the future. With the installation of the roller dryer in 1990, the first such product to come was CERELAC - an internationally recognized brand of infant cereal, followed by LACTOGEN 1 & 2 in 1991.

The year 1992 saw the introduction of tea whitener EVERYDAY and milk powder in bulk packing named GLORIA. MILO and NESLAC came under production in 1994 and MILO RTD. in 1995. Local packing of coffee mixes under the name of NESCAFE 3 in 1 commenced the same year. In 1996, Nestle Milkpak's first confectionery plant of POLO Mint was installed and the line of NESTLE PURE ORANGE JUICE was also added. Packaging of coffee under the brand name NESCAFE CLASSIC was undertaken the same year. In 1997 NESTLE WHEAT and two variants of POLO viz. Strawberry and Orange were introduced.

1998 has been, by far, the most outstanding year for Nestle Milkpak. As a result of the timely implementation of major expansion plans, involving a substantial capital outlay, no less than 17 products were launched during the year. Significantly, the factory now houses three new state-of-the-art technologies.

The addition of two flavors of POLO, namely Blackcurrent and Strong Mint brought the number of POLO variants to five. A new variant Lemony was added to the range of popular FROST fruit drink flavors and a new 1-liter packing of FROST was introduced. Three flavored milks - Vanilla, Strawberry and Mango, under the brand FRESH & FRUITY, came under production on the new Tetra Filling Machine equipped with the modern "slim" format. MILO RTD and UHT Cream were also shifted over to this new format. A flexible confectionery line for the manufacture of a wide range of high and low boiled sweets and toffees was commissioned, with TOFFO and two variants of SOOTHERS - Menthol Eucalyptus and Honey Lemon, being the maiden products. Nestle Milkpak also contracted to supply dairy mixes to McDonald's, for its popular soft serves and milk shakes. And to top it all, the most prestigious project, NESTLE PURE LIFE was also commissioned in December 1998. Based on the latest water treatment and bottling technology, this marked the entry of Nestle Milkpak in the Pakistan water market.

In 1986 Milkpak Ltd. acquired the services of Kabirwala Dairy Ltd. for co-packing of UHT milk under the brand name MILKPAK. Nestle Milkpak acquired KDL in 1990 as a subsidiary and began installation work on a MAGGI NOODLES plant in 1991. This production line became operational in 1992 with two flavors: Chicken and Masala. The second milk powder plant was commissioned in September 1996. The plant produces NIDO, GLORIA and skim milk powder. The UHT line was discontinued in June 1996 and the same year witnessed the launching of the MAGGI YAKHNI line with 3 flavors: Chicken, Masala and Chatpata.

With the merger of this factory with Nestle Milkpak in April 1997, Kabirwala Factory, as it is now called, is a fully owned unit of Nestle Milkpak Ltd.

In February 1999 the newly installed evaporator came on stream in Kabirwala Factory, doubling the output of the spray dryer. Alongside, the warehouse capacity at Kabirwala to handle the increased volumes of finished products was proportionately increased. 1999 also saw the installation of a pouch-filling machine, making Kabirwala Factory independent from Sheikhupura for the filling of full cream milk powder.

Indus Fruit Products Ltd.

In the past, Indus Fruit Products Ltd. has been co-processing fruit pulping for Nestle Milkpak. In view of the growing needs of fruit pulp for its Nestle Milkpak entered into a 5-year lease agreement with the management of this factory in 1998. This arrangement enables Nestle Milkpak to put in place its own systems to ensure better product quality and capacity utilization. The new cold sauces production line has been established at this plant.

Product Mix

Following is the products launches according to different categories.

Milk Products

Nestle Milkpak Uht Milk

Launched in 1981, it has become synonymous with quality milk. Backed by a very strong brand name, aggressive marketing and distribution plans, consistent quality and availability through out the year, MILKPAK UHT has been extremely successful. In September 1999, MILKPAK UHT milk was launched as NESTLE MILKPAK UHT MILK. NESTLE MILKPAK UHT MILK is available in three pack sizes of 1000, 500 and 250 ml.

Milkpak Butter

The second product introduced under the MILKPAK brand in 1985 was MILKPAK BUTTER. It has been recently re-packaged in a crisp white laminate, the design of which bears close resemblance to that of MILKPAK UHT MILK. While the new pack design allows MILKPAK BUTTER to gain from the strength of NESTLE MILK PACK UHT MILK, the white laminate improves its shop visibility. It is available in pack sizes of 200 and 100 gm.

Milkpak Uht Cream

MILKPAK UHT CREAM was introduced under the MILKPAK brand in 1986. It is available in 200 ml. pack size in an attractive slim packing. The consumer trust in the brand name and their preference for the product has ensured its dominant share in the cream category.

Milkpak DESI GHEE

MILKPAK DESI GHEE, launched in 1986. It is available in 1000 ml. pack is the leading brand ghee in the country.

Nestle Everyday

To meet the requirements of the tea whitening segment, NESTLE EVERYDAY tea whitener was launched in 1992. On account of aggressive marketing, focused distribution, excellent consumer acceptance and product quality, the brand has shown strong growth and holds good promise for the future.

Nestle Nido

Soon after it was introduced in the early 70’s as an imported product, NIDO full cream milk powder became the market leader, a position it maintains today, with a considerable growth in volume. Local manufacturing of NIDO began in 1990, which has reinforced its position as the dominant player in the full cream milk powder category. Backed by a strong innovative marketing campaign and improved distribution, NIDO has shown very strong results and has become a mega brand.

Milo Powder

MILO, the leading Chocolate Energy Food Drink was launched in 1994. It is available in three pack sizes of 14, 100 and 200 grams. It is strongly associated with a healthy life style and is an ideal drink for growing children who need strength and energy.

Chocolate Drinks

Milo Rtd

To cater for consumer convenience, MILO RTD (ready to drink) was launched in 1995 and is now available in an attractive 180ml slim pack. Popular with all age groups, especially among the growing segment of nutrition conscious consumers, it is an excellent substitute for cold drinks.

Nescafe Classic

Nestle is the world market leader in coffee, NESCAFE being its most popular brand the world over. Nestle Milkpak locally packs imported coffee and markets it in sizes of 2, 25 and 500 gm. BIB and a new 75 gm. NESCAFE’s global campaign “Open Up” was launched in Pakistan in October 1999, introducing a new brand framework and increased emphasis behind coffee sales in Pakistan.

FRUIT DRINKS

Frost

A well-known brand, FROST was introduced in 1986 and has the largest share of the countrywide market. Positioned as a cold drink and alternate to cola drinks, its strength lies in the convenience attached to its usage.

Nestle Orange Juice

The product was launched in July 1996. In a market that is becoming increasingly conscious about nutrition and is displaying preference for healthy drinks. NESTLE ORANGE JUICE has made very good inroads and has a strong potential for future growth. It is available in 180 ml. and 1 litre packs.

Dietetic 8 Infant Products

Lactogen

LACTOGEN 1 and LACTOGEN 2 are infant and follow-up formulae launched in 1991 and are available in two sizes. The brands provide both affordibality and quality.

Cerelac

Launched in 1989, CERELAC is the dominant player in the growing infant cereal market. Available in 5 flavours, the brand provides balanced nutrition to infants from 4 months onwards.

Nestle Rice

An affordable starter weaning cereal, NESTLE RICE offers the flexibility of preparation with a variety of meals. Gluten-free, the brand is available in 125 grams packs and is specially suited to the needs of infants from 4 months onwards. It was launched in 1994.

Nestle Wheat

NESTLE WHEAT is a wheat-based infant cereal without milk, for infants of 4 months and above. It is available in packs of 125 and 250 grams.

Neslac

NESLAC is a growing-up milk, formulated specially for 1 to 4 year olds. It contains just the right balance of proteins, calcium, iron, vitamins and essential minerals in order to cater to the nutritional needs of a growing child during this special age. The product was launched in 1994.

Culinary Products

Maggi 2-Minute Noodles

Fast to cook, good to eat – MAGGI 2-MINUTE NOODLES were launched with local production in 1992 and in doing so Nestle pioneered the category of instant noodles in Pakistan.

MAGGI 2-MINUTE NOODLES have special appeal for children, are fun to eat and offer a range of interesting flavours, namely: Chicken, Masala, Chilli and Chatkhara. Affordably priced and backed by focused marketing activities, MAGGI NOODLES have shown good progress in 1999.

Maggi Cold Sauces

CONFECTIONERY

In view of the impressive potential for confectionery sales in the country, Nestle Milkpak established an independent sales and distribution network for confectionery that has expanded swiftly. From three main cities in 1996, it has grown into a nation-wide network,

The initial product range included locally produced POLO Mint and imported KITKAT, SMARTIES, LION BAR and fox's. ALLEN's TOFFO and ALLEN's SOOTHERS (2 variants, Honey Lemon and Menthol Eucalyptus) were launched during the last quarter of 1998.

Both TOFFO and SOOTHERS are line based on a new state-of-the-art technology that provides an extremely flexible process for production of a wide range of high and low boiled candies. This will enable the company to introduce several new varieties of sweets and toffees in different flavours over the next few years.

Water

Nestle Pure Life

The launch of NESTLE PURE LIFE in December 1998 was a truly historic event. This marks Nestle Milkpak’s entry into the country fast growing water market. At the same time Pakistan became the first country where Nestle launched this new, worldwide brand.

NESTLE PURE LIFE is a premium drinking water. Producing to the highest standards of safety and purity. It is available in two convenient sizes of 1.5 liters and 0.5 liters.

Capitalizing on its strong brand recognition, aggressive pricing and supported by a strong marketing campaign, NESTLE PURE LIFE has made very strong inroads into the water in Pakistan.

Vision, Mission & Objectives

Vision

Our vision is to be the Very Best food company all over the world.

Nestle is the world food company dedicated to providing people and their pets with the best food and beverages throughout their lives. We will not rest until our employees, our consumers, our customers, our suppliers, and our shareholders judge our company to be the very best. Our commitment to achieving our vision is the source of Nestle pride.

Mission Statement

“Nestle is dedicated to providing the best foods to people through out their day, through out their lives, through out the world.

With our unique experience of anticipating consumers needs and creating solutions, Nestle contribute to your well being and enhance your quality of life”

Nestle Corporate Business Objectives

Nestle is committed to the following business principles in all countries, taking into account local legislation, cultural and religious practice:

· Nestle's business objective and that of management and employees at all levels, is to manufacture and market the company's products in such a way as to create value that can be sustained over the long term for consumers, shareholders, employees, business partners and the large number of national economies in which Nestlé operates.

· Nestle does not favor short-term profit and at the expense of successful long term business development, but recognizes the need to generate profit each year in order to maintain the support of the financial markets, and to finance investments.

· Nestle believes that, as a general rule, legislation is the most effective safeguard of ethical conduct, although in certain areas, additional guidance to management and employees in the form of voluntary business principles, is beneficial in order to ensure that the highest standards are met throughout the organization.

· Nestle is conscious of the fact that the success of a corporation is a reflection of the professionalism, conduct and ethical values of its management and employees, therefore recruitment of the right people, and ongoing training and development are crucial.

· Nestle recognizes that consumers have a legitimate interest in the company behind the Nestle brands, and the way in which the Nestle Company operates.

Human Resources and the Workplace

Nestle regards its management and employees as its most valuable assets. Involvement at all levels starts with open communication, whether on specific aspects of the business, or about the activities of the Company in general. Suggestions for changes and proposals for improvements of Nestle practices are encouraged.

The Company's business practices are designed to:

· Promote a sense of identification among all employees all over the world, and apply a number of common rules while at the same time adapting the expression of these rules to local customs and traditions;

· Encourage training, and the improvement of professional skills;

· Offer opportunities for promotion based upon merit, irrespective of race, religion, sex or nationality. Professional skills, experience, and the capacity and willingness to apply nestle management principles are the criteria for promotion.

· Offer competitive salaries and social benefits. Working hours, wages and overtime pay comply with applicable local laws and are in line with conditions offered by similar companies.

· Limit factory overtime to a reasonable level;

· Create a safe working environment for each employee;

· Respect the right of employees to join legally recognised labor unions;

· Treat every employee with respect and dignity, and not tolerate any form of physical or sexual harassment or abuse;

· Preclude the use of forced labor or involuntary prison labor.

Child Labor

It is generally acknowledged that the causes of child labor are complex and include poverty, differing stages of economic development, social values and cultural circumstances.

Nestle believes policy development must take into account the social and legal situation of individual countries.

Action to eliminate child labor must be guided by the best interests of the child, as ill-considered policies and commercial measures can make the situation worse for children.

Therefore:

· Nestle is against all forms of exploitation of children. The Company does not provide employment to children before they have completed their compulsory education and expects its business partners and industry suppliers to apply the same standards.

· Nestle abides by national laws in all countries in which the Company has operations and complies with the principles of Clause 138 of the International Labor Organization (ILO) Convention concerning the minimum age for employment. The ILO recommendations are based on the United Nations Convention on the Rights of the Child (Article 32).

· Nestle offers its co-operation with the relevant United Nations agencies, governments and the business community in their efforts to deal with the problem of child labor, which include the encouragement of universal primary education, and all aspects of economic development world-wide.

Nestle Core Values

Nestle core values are the principles we want to characterize our culture.

People

People are our most important asset and the source of our competitive advantage. We operate in teams where we expect and reward responsible risk-taking.

Quality

We are dedicated to continuous improvement in the quality of every product we make and in every activity we perform.

Brands

Our strong brands ensure the continuity of our growth and profitability. Their support is every employee’s responsibility.

Consumers

Our reason for being is to understand, anticipate, and best fulfill our consumers’ needs.

Customers

We appreciate and support the critical role our customers play in getting our brands to the consumer while working closely together to achieve mutual value.

Performance

We are all committed to achieving our financial and strategic objectives while adhering to our core values.

Environmental Analysis

Environment forces are very important for any organization. In order to analyze these forces, various types of analysis are done which are:

Ø Pest analysis

Ø Porter analysis

Ø Porter diamond

Ø Use of scenario

Ø Five forces analysis

In order to analysis the environment in which, Nestle Milk pack Ltd. is operating, we have done

Pest analysis

Pest analysis includes the study of four factors, influential to any firm which are:

§ Political

§ Economic

§ Social

§ Cultural

Political / Legal Factors

So far as, political environment is concerned, here in Pakistan, it is not stable one. Almost every government is changing biannually, due to which the policies are unsteady and inconsistent.

However, for food industry, government is planing to support it, and trying to develop the dairy industry on proper lines for this purpose, the establishment of National Dairy and done live stock Development Board has been done and federal government is considering establishment of Milk Board at district level to introduce modern commercial dairy farming in the country (according to a new “Milk Boards Proposed” published on Dec. 14, 2000 in DAWN) government is also planning of establishment of National Veterinary Lab at Islamabad GOP also provides a number of incentives to the food processing industry including tax and customs duty exemption on the import of plant and machinery not manufacturing locally. Financing projects is available from local banks and institutions at a debt/equity ratio of 70:30.

Duties and taxes are classified into two categories, namely import duties and sales tax. Import duties on food processing machinery and equipment vary from 10% to 45%. The sales tax on both categories is 12.5%. At the moment, the only institute for the imposition of technical/safety standards is Pakistan Standards Institute, which has developed certain standards for the quality control of processing, equipment and machinery. Having the political scenario and as the direction of the Nestle Milk Pak Ltd. have good relation with certain political influential the firm has a good opportunity for the expansion of existing facilities and diversifying their business in related and unrelated business as well.

Economic Factors

At the moment, there is overall economic slump here in Pakistan. Overall business cycle is in recessionary period. Most of the business are adopting the divestment strategy, because of rising interest rates, inflation rate, unemployment rate and energy costs.

As far as, growth rate of GDP and disposable income is concerned that is decreasing, as the GDP growth rate in 1997 –1998 was 4.3% that decreased to 3.1% in 1998 –1999. Despite this gloomy pictures of economy of Pakistan, Nestle Milk Pack Ltd. being in the food industry has posted a good growth rate of 21% in FY –1999 and its trading profits and profit after taxes are increasing due to the good acceptance of its new as well as existing products by the consumers.

Socio –Cultural Factors

The population of Pakistan is almost 140 million people with growth rate of 2.7% p.a.

In Pakistan urbanization is increasing as it is gives in table under:

Due to this growth rate of urbanization life style is the people of Pakistan is changing and quality consciousness is increasing in minds of people. So, it is therefore, they are switching toward processed milk and other dairy product. But that switching rate is very low. However, these changing treads are increasing the potential customers and consumers for the dairy industry and Nestle Milk Pak Ltd. and also due to the increased literacy rate, the hygiene and health conscious among people is increasing and they are searching from adulterated fresh milk to processed / UHT milk.

Technological Factors

So far as, Pakistani Dairy Industry has no technological break through. However, key players in the dairy industry are used to import the technology from foreign countries. Recently CDL foods Ltd. introduced a low price UHT milk brand name Dairy Queen. That was a major improvement in price sensitive market of UHT milk. However, the shelf life of this milk is less than that of brick packaged UHT milk. So, it has imposed a major threat to the sales of Milkpak offered by Nestle Milkpak Ltd.

Five Forces Analysis

The five forces analysis or structural analysis helps in analyzing the competitive processes as well as competitive pressures. Following are the five forces which effect the competitive position of a firm in an industry:

1. Threat of Entry

2. Buyers’ Power

3. Suppliers’ Power

4. Threat of substitutes

5. Competitive Rivalry

Threat of Entry

In an industry, where threat of new entrants is low, is considered to be secure in terms of market share.

In food industry particularly dairy industry the threat of new entrants is low because of high cost of installation of machinery & equipment and operations. However, in Lahore, a dairy plant named “Lahore Milk Plant” having the capacity of 200 liters per day is to be rehabilitated in near future. But it is not a new entrant.

So, it is therefore, considered that the market share of Nestle Milkpak Ltd. is secure and with an optimistic view it will increase, if proper marketing strategies are to be adopted and if any new brand name would be launched for the price sensitive market of UHT milk.

So far as, market for mineral water is concerned Nestle Milkpak Ltd. has got very large share in this market. Recently it has acquired the production facility of AVA. Same is the case with cereals and infant powdered milk, no one is to enter in this very segment.

Same is the case with the markets of other products, like Every Day (Tea Whitener), NIDO, Gloria, because of difficult of access to distribution channel.

Power of Buyers & Suppliers

As far as, the power of buyers is concerned, they have an easy access to loose / fresh milk at cheaper prices as compared to prices of bricked packaged UHT milk. However, the hygiene and health conscious people have developed the taste for UHT milk and it is therefore, the buyers has the derived demand for consumers and they have to purchase the product in bulk.

Suppliers’ power is also very important. In case of Nestle Milkpak Ltd., suppliers of raw material specially milk has the power to sell milk to its major competitors like CDL Foods Ltd. and open market. Therefore, in order to tackle this power the company has developed strong relationship with the farmers not only on the basis of competitive purchase price of milk but the company is also providing consultancy in regard of better feed and breed of high yielding animals. The company is also providing financial assistance from Rs. 15,000 to Rs. 25,000 to the farmers through its own Lahore based bank. In case of suppliers of processing machinery, it has strong relations with these suppliers, being a world known organization.

Threat of Substitutes

Nestle Milkpak Ltd. has a great threat from its close substitute i.e. Fresh Milk and Pasteurized milk available at cheap prices due to which the growth rate of UHT milk market is almost stagnant and also the market share of Nestle Milkpak Ltd. is not increasing.

Competitive Rivalry

Competitive rivalry is very crucial to any firm. If the entry is likely; substitute are more in number and greater in extent as well; and buyers & suppliers exercise control then there will be more and more competitive rivalry.

In case of Nestle Milkpak Ltd. the only threat of substitutes is more. Therefore, Nestle Milkpak Ltd. is enjoying a competitive position in the market.

Industry Analysis

According to State Bank of Pakistan, the classification of food includes milk and cream, chilled or frozen fish, vegetables and fruit, sugar and honey, tea and coffee whiteners, spices, beverages and other miscellaneous food items. Their collective import in FY-96 was reportedly worth US$ 438.1 million, and their export US$ 315 million. For FY-97, imports were US$ 611.30 million, and their export US$ 329.40 million. The growth rate of industry was between 7 to 10 percent per annum. The market is expected to grow at approximately 5-6 percent annually over the next two years.

As Nestle Milkpak Ltd. is offering cereals, UHT milk, confectionery products and other products in the food market of Pakistan so further analysis is done according to the categories in which the products are being offered.

Dairy Products

Dairy Industry of Pakistan produces UHT, pasteurized, powdered and condensed milk, butter, yogurt, cheese, cream and some butter oil.

In Pakistan milk processing on modern lines was started in early 1960s. Between 1960s and mid-1970s, 23 modern milk pasteurization and sterilization plants were established, largely by private investors. These were located around Karachi, Lahore and Islamabad. Besides fresh milk, these plants recombined skim milk powder and butter oil, received under the FAO World Food Programme.

These dairy plants known as 'first generation plants' could not prove successful and had to be closed down except the one in Lahore. Their failure was primarily due to poor acceptance of the recombined milk and the short shelf-life of pasteurized milk. Other factors responsible for their failure were a number of operating problems, including lack of qualified technologists, inadequate supply of fresh milk and poor management.

What are called the 'second generation' dairy plants were those which were meant for the production of ultra high temperature (UHT) treated milk, the first of which was set up in 1977. The UHT-treatment involves heating milk at 130-150 degrees centigrade for two to three seconds. This process also known as "flash pasteurization" gives a high bactericidal effect to the milk and when packed aseptically, has a shelf-life of several months sans refrigeration. The second plant of this kind was established at Shaikupura. The UHT-treated milk gained more popularity when in aseptic packages manufactured by a private company styled as Tetra Pack Pakistan Ltd. Consequently, more and more UHT plants continued to be set up whose production surpassed the effective demand.

At the moment, a total of 38 dairy plants with a total daily capacity of 2,180,000 liters are present. While, only 11 with capacity of 948,000 liters per day are in operation.

Total production of milk is 21.5 million metric tons annually, of which 2% milk is processed. Approximately half of this amount is processed into UHT milk, 40% into powdered milk and remaining 10% into pasteurized milk, yogurt, cheese and butter.

The sole upcoming venture in Pakistan's dairy sector is the expansion of the newly rehabilitateds Lahore Milk Plant to include a 200,000 liters per day milk powder plant.

Cereals

The Pakistan market for cereals for FY-98 is estimated at US$ 2.5 million annually. Domestic supply relies on one large, Pakistan Army owned and operated unit, which produces 350 metric tonnes of corn flakes and 325 metric tons of rice cereal and porridge annually. Other small producers together produce wheat, barley and corn cereals of an estimated value of US$ 460,000. There is at present no export of cereals from Pakistan. Imports supplied over US$ 550,000 worth of demand. The import market is expected to grow by 16-17 percent and the domestic market by over 13 percent.

Nestle Milkpak Limited, commenced manufacturing infant cereals in Pakistan in 1990. There is no significant upcoming project for cereals.

Confectionery

Pakistan's confectionery industry produces a variety of sweets, toffees, bubble gum and chocolates. There are approximately 23 units which together have a capacity of 30,300 metric tons of sweets, 12,000 metric tons of toffees, 7,800 metric tons of bubble gum, and 4,200 metric tons of chocolates, to reach a combined capacity of 54,300 metric tons. Actual production is estimated at over 32,000 metric tons per year. In addition, a number of small units in the informal sector which collectively have an estimated capacity of 12,000 metric tons, together produce approximately 5,000 metric tons of confectionery per annum.

The export of confectionery other than chocolates increased from US$ 6.6 million in FY-96 to US$ 7.12 million in FY-97. The export of chocolates declined from USD 1.3 million to USD 1.2 million over the same period. Imports are estimated at Rs.170 million for FY-96, Rs.200 million for FY-97, Rs.125 million for FY-98, and Rs.140 million for FY-99.

The import market is expected to grow by 17 percent for FY-99, and by 20 percent in FY-2000.

Competitors’ Analysis:

Major competitors of Nestle Milkpak Ltd., here in Pakistan, are classified according to the categories in which Nestle Milkpak Ltd. is offering its products in the food market of Pakistan.

UHT Milk

In UHT milk market, major competitor is CDL Food Ltd., which is offering “Haleeb” in brick packaging all over the UHT milk market of Pakistan. And the other brand offered by CDL Foods Ltd. is “Dairy Queen” in pouch packaging. Dairy Queen is only offered in Multan Region, covering the market from Khanewal to Sukkar. Haleeb is being offered at the same price as the Milkpak. But the price of Dairy Queen is low due to its low packaging cost and due to price sensitive market, it is getting popular.

At present both the companies claim that it has more than 595 market share in the UHT milk market.

Confectionery And Culinary Products

In the market of confectionery and culinary products Nestle Milkpak Ltd. has following major competitors:

Ø Mitchelles

Ø Shezan

Ø Candy Land

Ø CDL Food Ltd.

Ø Rafhan Best Foods Ltd.

Cereals and Powdered Milk

In the market of infant cereals and infant formula milk, there is no major producer in the food industry of Pakistan except Nestle Milkpak Ltd. In this market, Morinaga cereal is being offered. Recently “Cow & Gatte” a new infant cereal has been introduced in the market by the “Muller & Phipps” a distribution company. But due to high prices of these two brands, they are not getting the share in the market. So Nestle Milkpak Ltd. is the only key player in this market.

In powdered milk only competitor is the CDL Foods Ltd., which is offering “Skimmz” positioned for drinking against NIDO, the brand of Nestle Milkpak Ltd. The only Tea Whitener, “Every Day” is being offered by Nestle Milkpak Ltd.

Other Products

In terms of Coffee, the only competitor is Maxwell House that is being imported.

In mineral water, Nestle Milkpak Ltd. has almost 90% market share and facing no major competition in the market.

In chocolate powdered milk and chocolate milk RTD i.e. Milo no major competitor is present in the market.

Company Analysis

Resource Audit

Resource audit is helpful in understanding strategic capabilities of any firm. Resource audit of Nestle Milkpak Ltd. is as follows:

Physical Resources

The is 20 years old and has got a good public image. The location of its facilities is situated near the raw material sources. These factories are located in rural areas from where milk can be collected conveniently.

Human Resources

Employees of Nestle Milkpak Ltd. are competent and skilled. They train their employees in their respective fields.

Financial Resources

Nestle Milkpak Ltd. has very good financial position. A major share holder of the company after Nestle i.e. Ali group has its own bank and insurance company. Company has strong relationship with its creditors and it gets very flexible credit limit from Tetrapack Limited, from which it gets the packaging material.

Intangibles

The company has a strong goodwill in market and good corporate image in the mind of suppliers, buyers and consumers as well.

Analyzing Competencies

In order to analyze the competencies following factors will contribute a lot.

Value chain Analysis

It includes the analysis of primary activities and supporting activities. Value chain analysis for Nestle Milkpak Ltd. is as follows:

Primary activities

1. Inbound logistics

Nestle Milkpak Ltd. has a very large and intigrated milk collection network. Milk collection centers, subcenters and village centres have been established for milk collection. Milk is collected according to the specifications like the milk should be high in fat and SNF and low in sodium and Total Plate Count. (Total Plate Count is term used for bacterial count). At these centers the milk is stored in chillers and then transported to the factories through containers which has the temperature of 2oC to 3oC.

2. Operations

At operations, Nestle Milkpak Ltd. has very sophisticated machinery. Quality checks practiced at every level of value addition. Packaging quality is also upto the standards, prescribed by WHO and Pakistan Standards Institute.

3. Outbound Logistics

Currently Nestle Milkpak Ltd. has 9 distribution centres all over the Pakistan. Nestle Milkpak Ltd. has well integrated distribution network and ware housing facilities.

4. Marketing and sales

Marketing programs of Nestle Milkpak Ltd. are very influential one. Whenever new products or new packaging of existing product is launched; it is properly communicated through an orchestrated promotional plan like events or sponsors, music programs are sponsored, point of purchase and point of sales materials are properly displayed at visible places of retail outlets. In this way, proper awareness about the project are created and the sales are stipulated.

Supporting Activities

In supporting activities Nestle Milkpak Ltd. is having competencies in prepcurement, technology development, human resource management and infra struture. So far as technological development is concerned, Nestle Milkpak Ltd. has the advantage of technical know how got from Nestle V.A. Switzerland.

Management of human resources at Nestle Milkpak Ltd. is very good. Newly recruited employed are trained as per requirement. Quality control and information management are contributing a lot in making the infrastructure of Nestle Milkpak Ltd. very effective and efficient.

Capacity Increase of Milk Powdeer Line at Kabirwala Factory

Kabirwala Milk Powder Plant which began production in September 1996, doubled its capacity in February 1999. A new NIRO evaporator was installed to meet increased processing requirements during the coming years.

Egron-2 which was upgraded in February 1999 is now being boosted in capacity from 3.0 ton per hour to 3.6 ton per hour by employing the latest technology. This would reduce the investment and cost of conversion. The project aims not only at increasing the production capacity of the machine but also to improve the quality of the product. This increased capacity will boost the volumes and help to grow exports of powder products

BCG Matrix

SWOT Analysis

Strengths

1. Worldwide fame of Nestle.

2. Efficient milk collection system

3. Keeping high quality standards

4. Enjoying more flexible credit limits from Tetrapak

5. Integrated distribution and warehousing facilities

6. Successful related diversification

7. Generic brand name of Milkpak

8. Large market share of Nestle Pure Life

9. Acquisition of AVA mineral water plant at Karachi

Weaknesses

1. Unable to compete in price sensitive segment of UHT milk market

2. Under-utilization of the capacity

3. Unable to fulfill the demand of local powder milk market

4. Not yet ISO certified.

Opportunities

1. Reasonable growth rate of dairy market: The growth rate of industry was between 7 to 10 percent per annum. The market is expected to grow at approximately 5-6 percent annually over the next two years.

2. Population growth rate

3. High urbanization rate

4. High literacy rate

5. Flexible government policies for food industry

Threats

1. Launch of Dairy Queen in price sensitive UHT milk market.

2. High inflation rate

3. Low purchasing power

4. Decrease in GDP growth rate

5. Increasing interest rates

6. Decreasing investment

7. Recessionary period in business cycle

Companies Financial Performance

Since its inception, the financial performance of the company is as follows:

Sales Revenue

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Profit 1994 – 1999

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Capacity

Exports

Exports during January - December1999 showed an increase as against the same period last year. During this period Nestle products worth Rs. 245 million were exported as against Rs. 221 million for the preceding period. Among others, Nestle Milkpak Ltd. exported MAGGI NOODLES, CERELAC, LACTOGEN 1 and 2, UHT Cream, FROST, NIDO, POLO, NESTLE PURE LIFE drinking water and fruit pulps. The biggest event of the year was the inclusion of NESTLE PURE LIFE drinking water in their export portfolio for Turkmenistan.

Exports of Nestle Milkpak Ltd. to Central Asian Republics were rather slow because of the non-convertibility of Soums to US Dollars. Bulk of our exports went to Uzbekistan and Turkmenistan. Other countries including Kyrgyzstan and Tajikistan have also shown good promise. Exports to Afghanistan continued to show strong growth (29%) against the same period last year.

Nestle Milkpak Ltd.

Brief Recordings

Twenty years ago, the company was incorporated in the province of Punjab. It is one of the most well organised manufacturing units, not only in the Food & Allied Industries Sector but also in the country.

At present the share in the company is trading at Rs 137 at more than thirteen times of its par value of Rs 10. The scrip in Nestle' Milkpak has been invariably considered by the investors as blue chip. Despite worst recession for a long time, not only the operating results, but also market value of its share has registered improvement. The 1994-1998, price band of the share remained within Rs 74 and Rs 125 so the present price is placed at much higher market value than the previous prices.

Although the price of its share is attractive but in the sector, the shares of other MNC's are placed at even much higher price, e.g. Levers (Rs 945), Rafhan Bestfood (Rs 248.10) and Rafhan Maize (Rs 220.00).

The company has excellent track record of profit distribution as since 1995 the company has never missed yearly dividends and the latest being during the half year ended June 2000 at 20% (interim cash dividend). Since 1996 the profit distribution remained between 40% to 95%, the highest rate was declared in 1998.

This is more than Rs 3 billion rupee company in terms of assets. Even its half year's (FHY 2000) sales revenue crossed Rs 3 billion threshold (Rs 3.29 billion) as compared to Rs 2.90 billion in FHY 1999. During the period under review its pre-tax profit declined by 23.6% to Rs 186.4 million (FHY 1999: Rs 244.1 million) although sales revenue registered 13.3% growth over the figure of FHY 1999. The management lamented that the business environment remained difficult as market and shops remained closed for 20 days in May and June 2000.

The company posted net profit at Rs 113.3 million which reflected 22.3% decline as compared to the corresponding period last year's.

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Performance Statistics (in Million Rupees)

Half Year December 31 2000 1999

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Share Capital - Paid-up: 452.64 452.64

Capital Reserves: 249.53 249.53

Accumulated Profit: 183.08 160.32

Shareholders Equity: 885.25 862.49

L. T. Debts: 550.00 863.01

Deferred Taxation: 179.37 156.85

Retirement & Other Benefits: 27.83 27.83

Current Liabilities: 1,487.55 1,181.43

Fixed Capital Expenditure: 1,890.94 1,795.40

L. T. Advances, Deposits &

Prepayments: 4.08 1.64

Current Assets: 1,234.99 1,294.57

Total Assets: 3,130.00 3,091.61

Profit Loss A/C for

Half Year Ended June 30, 2000 1999

Sales: 3,288.12 2,901.27

Gross Profit: 880.65 844.73

Operating Profit: 263.28 307.96

Other Income: 4.92 3.11

Financial Expenses: 69.52 57.89

Profit Before Taxation: 186.38 244.12

Profit After Taxation: 113.29 145.84

Dividend Cash 20% (1995 35%): 90.53 152.42

Earning Per Share (Rs): 2.50 3.22

Share Price (Rs)

Dated 18/10/2000: 137.00 -

Price/Earning Ratio: 54.8 -

Book Value of Share (Rs): 19.56 19.05

Price/Book Value Ratio: 7.00 -

Debt/Equity Ratio: 38:62 50.00

Current Ratio: 0.83 1.10

Gross Profit Margin (%): 26.78 29.12

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Problem Statement

Dairy Queen launched by CDL “How to cope with rapid penetration of Dairy Queen in the market?”

Action Plan

(1) Creating value & sustaining it over the long term by offering a wide variety and advertising & communicating to the consumers in an efficient manner.

(2) Does not depict discriminating or offensive attitude to religious, political, ethnic, cultural social groups.

(3) Avoid demonstrations that encourage dangerous or inappropriate use of the product.

(4) Carries out research and development aimed at the constant improvement.

(5) Provide the summary of its policy for the information employees and the public in the form of a charter.

(6) Regularly conducting training of employees to ensure complete understanding of the company’s responsibility under the international code.

(7) Promote a sense of identification among employees, offering competitive salaries and social benefits and providing a safe working environment for each employee.

(8) Nestle is against all forms of exploitation of children, the company does not provide employment to children. If they are less than 20 years of age and have not completed their compulsory education.

(9) Nestle also provides assistance to united Nation Agencies Government and the business community to deal with the problem of child labor.

(10)Nestle insists on honesty, integrity and fairness in all aspects of its business and expects the same in its relationship with all business partners.

Suggestions and Recommendations

Following are the suggestions and recommendations for Nestle Milkpak Ltd.

§ The company should introduce its UHT brand fore the price sensitive segment of uht milk market in order to counter the market of “Dairy Queen”.

§ The should also start to manufacture powder milk in order to meet the domestic demand and so that it can be helpful in saving the foreign exchange that is expensed in importing the powder milk from foreign countries.

§ The company should explore the market potential in a way, so that it can utilize its full capacity in order to gain economies of scale in the production.

§ At the moment the company is using focus marketing approach that only that segment is approached which highly attractive for the company but it should also develop the marketing program that distinguishes the characteristics of existing available substitutes to their highly quality & hygiene oriented product.

§ The company should also position its products to the middle income group like “Everyday” and “NIDO” have been positioned after their new small packaging launch.

§ The company should also develop an integrated awareness plan in order to aware the people about the quality of the UHT milk as compared to other pasteurized or loose/fresh milk.


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