Project Report on Mitchell's Fruit Farm Ltd.

Mitchell’s Fruit Farms Ltd

PROJECT REPORTOn

MITCHELL’SPresented To:

SIR RIAZ HUSSAIN ANSARI

Presented By:

MUHAMMAD IRFAN

MBA 2ND

DEPARTMENT OF BUSINESS ADMINISTRATION

Bahauddin Zakariya University

SAHIWAL CAMPUS

1


HISTORY OF THE COMPANY

A BRIEF BACKGROUND

Phase I: BEFORE INDEPENDENCE

Francis J. Mitchell arrived in Bombay, from Scotland, at the end of World War I. He had

been invited by his brother who was already established in Northwestern India as

contractor to the government for construction of the railway network in this part of the

Subcontinent. At that time, when Francis was already an old man of over sixty years, an

opportunity came his way in the form of the emerging irrigation system being laid out in

the canal colony districts of West Punjab. He was successful in obtaining the lease of 720

acres of agricultural land in the then Sahiwal district. The area allotted to him extended

over nearly seven miles, from Renala Khurd to KISSAN, sandwiched between the arterial

Lower Bari Doab Canal and the Lahore- Karachi railway.

He initiated the business of growing grapes, for eventual sale as dried raisins, and sent the

younger of his two sons, Richard, to Australia for training at Mildura which was well-

known as a center of specialization in the field of horticulture. The company, with

Francis Mitchell as its governing Director and his two sons, Leonard and Richard, as

Directors, was incorporated in 1933 and given the name Indian Mildura Fruit Farms Ltd.

The Northwestern railway had opened to traffic a few years before the acquisition of the

land by the Mitchell family.

Francis Mitchell was asked by the railway authorities to propose a name for the adjoining

station. Hence, the word “KISSAN”, which subsequently became a familiar brand name.

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The trial planting of grapes, which began in 1921 and lasted until 1924, unfortunately,

did not prove to be a success. The vines suffered serious damage from pests during the

rainy season, just when the grapes needed dry weather for ripening. The entire plantation

was replaced by citrus, which fortunately, proved to be profitable. The elder son,

Leonard, was sent especially to South Africa to look for good Rootstock, which was the

foundation of Valencia Orange Trees; these are well established on the farms today. With

the outbreak of World War II, demand for canned fruit and vegetables, for the Allied

Troops stationed in India, began to grow rapidly. To cater this growing demand cost-

effectively, a factory was established in Banglore, South India. A new joint-stock

company, by the name of KISSAN Products Ltd., was registered.

PHASE II: AFTER INDEPENDENCE.

As a sequel to independence in 1947, India Mildura Fruit Farms Ltd lost nearly

75% of its Indian market. The company’s name was changed to Mitchell's Fruit Farms

(Pvt), and the brand name “Mitchell's “ became the exclusive property of the Pakistani

company. Likewise, the Indian company acquired exclusive use of the “KISSAN” brand

name. Francis Mitchell died in 1933 and his elder son, Leonard, became Chairman. After

his brother’s tragic death in an air accident, Richard took over the Chairmanship, in 1949,

and continued in this capacity until his own death in 1987.

The family sold their shares gradually, having inducted Pakistani shareholders in

1957, and retired to Eastbourne, U.K., in 1959. Richard’s wife, Betty, retained her links

with the company in the capacity of Director, until 1991. She died in 1995.

3


COMPANY INFORMATION

BOARD OF DIRECTORS

S.M. Mohsin

(Chairman & Managing Director)

Mehdi Mohsin

(Executive Director)

Syed Babar Ali

Syed Faisal Imam

Sitwat Mohsin

Umme Kulsum Imam

Anis Wahab Zuberi NIT Nominee

COMPANY SECRETARY

Amir Sattar

AUDITORS

A.F. Ferguson & Company

Chartered Accountants

BANKERS

ABN Amro Bank N.V.

Citibank N.A.

Emirates Bank International PJSC

Muslim Commercial Bank Limited

4


SHARE REGISTRAR

Corplink (Private) Limited,

Wings Arcade, 1-K (Commercial) Model Town, Lahore. .

REGISTERED OFFICE, FACTORY & FARMS

Renala Khurd, District Okara, Pakistan.

Phones: (0443) 622907-8 &635416

Fax: (0443) 621416

E-mail: [email protected]

CORPORATE OFFICE

3-B, LDA flats, Mian Muhammad Shafi Road, Lahore.

Phones: (042) 6307410-13

Fax: (042) 6307414-15


Website: www.mitchells.com.pk

REGIONAL SALES OFFICE, (NORTH)

Block No. 1-A, Sector G-7/4,

Street No. 40, Islamabad.

Phones: (051) 220961-62 & 2872669


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REGIONAL SALES OFFICE, (CENTRAL)

Syed House, Canal Berg,

13 K.M. Multan Road, Lahore

Phones: (042) 5419350, 5423732 & 5425478


REGINIOL SALES OFFICE, (SOUTH)

Mehran VIP II, Ground Floor,

Plot 18/3 Dr. Dawood Pota Road, Karachi

Phones: (021) 5212112, 5212732, & 5216975

Fax: (021) 5673588


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Vision Statement

To be a Company which optimally combines its people, technology, management

systems, and market opportunities to achieve profitable growth while providing fair

returns to its investors.

Mission statement

To be a Leader in the markets we serve by providing quality products and

efficient services to our consumers while learning from their feedback to set even higher

standards for our products.

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ANALYSIS OF FOOD INDUSTRY

In Global World

Globally, in the organized agriculture industry, 2,219 million metric tons of “cereal”

grains, including wheat and rice, were projected to be produced in the 2009/2010

growing season. This represents a slight decrease from the previous season. This number

is from the UN’s Food and Agriculture Organization, publisher of an annual “Food

Outlook.”

World meat production was projected to climb 1.3% during calendar year 2009, to 285.6

million tons. Dairy production was projected to climb 1.6% in 2009 to 699.0 million tons

of milk equivalents.

Aquaculture, or the raising of fish on special farms, has become a massive global

industry. According to the U.N., aquaculture would provide 36.6% of the world’s fish

production during 2009 (142.0 million tons), with traditional commercial fisheries

providing the balance.

The global processed food and beverages industry is dominated by a handful of

multinational corporations. Among the leaders are Unilever, Cadbury Schweppes, H. J.

Heinz, Kraft Foods, General Mills and Nestlé. Unilever, for example, estimates that 150

million people per day purchase its products in 150 nations around the globe, ranging

from Knorr soups to SlimFast diet meals.

The entire food industry, from growing to processing to retailing, is an extremely

competitive field where profit margins are typically so low that it is often challenging to

maintain profitability. The processed food industry worldwide has been challenged by

low growth rates, high-energy costs and changing consumer tastes. High feed costs have

been extremely damaging to poultry and livestock firms, and fertilizer, which is typically

manufactured from petrochemical sources, has seen very high costs in recent years.

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While extremely high prices for many commodities, including foods, brought a cash

windfall in much of 2006-2008, commodities in general declined dramatically during the

global recession, and the agricultural sector has felt the change. Pilgrim’s Pride, a major

U.S. poultry processor, took bankruptcy in 2008. Smithfield Foods, the world’s largest

pork producer, in February 2009 announced plans to shut six plants and cut production by

10%. Profit margins have been off and exports have been lower at such firms.

The global financial crisis has created vast new challenges to all parts of the food

industry. Restaurant sales have been dismal in developed countries, as consumers cut

back on discretionary purchases and return to simpler, made-at-home meals. Large

numbers of U.S. restaurant firms have taken bankruptcy in recent months, including

national chains such as Bennigan’s, Steak & Ale and Buffets Holdings, Inc., owner of the

Country Buffet and Ryan’s restaurants.

Throughout much of the world, technology and globalization have revolutionized the way

that we grow food, as well as the way that we transport, process, package, purchase and

cook it. Waste and spoilage are reduced (but still a problem) thanks to innovations like

flash freezing, interstate highways and refrigerated trucks. Furthermore, it’s an everyday

occurrence for consumers in the U.S., Asia or Europe to pick up strawberries from New

Zealand or mangos from Mexico in the fresh produce section of the local supermarket.

Globalization has led to the rise of massive multinational food processing companies like

Nestlé and Kraft, which often sell their foods under local names in local languages, after

producing them in regional factories worldwide.

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In North America, Asia, Europe and elsewhere, producers and retailers of foods

(including restaurants) are now faced with the challenge of positioning their brands to

represent consistent quality and safety. Companies that rise to this challenge will have

significant competitive advantage. This food “safety” positioning will go hand-in-hand

with growing demand to satisfy additional consumer concerns about environmentally-

sound food production methods, fair trade, fair use of labor and humane treatment of

agricultural animals. All food processors, grocery distributors and retailers, including

supermarkets and restaurants, would do well to study the practices of the handful of

companies that have boosted their brands in this regard with superior results, particularly

Whole Foods and Starbucks.

Health and convenience were the buzzwords driving the global food industry in 2009,

according to an article in April 2009’s Food Technology magazine, published by the

Institute of Food Technologists, a non-profit group of food scientists. One of the top 10

food trends for the world was “low fat,” which regained its place as the most influential

food label claim. 63% of consumers chose products promoted as low fat, while 55%

bought foods labeled low in saturated fat. These compared with 40% purchasing items

labeled as low carb. The article also pointed out that 71% of consumers most frequently

checked food labels for total fat content, compared with 40% checking for total carbs.

Top 10 trends in the World

Quick Fix: People want to eat at home: 77% of all dinners in 2004 were eaten there,

but people want less hassle in the kitchen. Easy to prepare and ready to eat are key

ingredients for most of us. We should expect to see more ultra-quick foods, bagged salads

and side dishes.

Drive-and Go: More of us are ordering take-out from full-service restaurants like

Applebee’s. Take-out sales from these restaurants account for almost 10% of sales. More

than half of Americans eat this way during the week.

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Inherently Healthy: Consumers are increasingly choosing naturally healthy foods such

as fruit, vegetables, salads, nuts and yogurt. Fruit is now America’s second-favorite

snack.

Fancy: People are choosing premium, gourmet foods. Fish, in particular, is undergoing

something of a gourmet makeover.

Farm-Friendly: Organic and natural are hot, so is fair trade. Expect cocoa to follow on

the heels of coffee and tea.

Layering of Flavors: Flavored oils and vinegars, pairings of fruity and tangy flavors,

Asian, Central American and Latin American flavors are in vogue.

Grazing: Healthier snacks in vending machines, single-serving snacks, nutrition bars,

diet bars, energy drinks and mineral waters are “in.”

Low, No, and Less: Low fat trumps low carb in what people seek in labels. Trans fats

are on their way out. Demand for low calorie and light products will continue to grow.

Watch for allergen-free claims on food labels.

Doctoring Through Diet: Nearly two-thirds of shoppers tried to manage or treat a

condition through diet. 72% of this effort addressed heart health. Next to low fat, whole

grains were the most influential food label claim, influencing 62% of shoppers. Dairy

products with cholesterol-lowering sterols, antioxidant-rich chocolate are making an

appearance. Expect more functional foods to appear.

Global Gangbusters: Many of the same issues affecting Americans affect overseas, too.

Health and convenience loom just as large.

These trends are promising, so long as the food industry remains willing to offer

convenience without compromising on the demand for healthier food. Fads will come

and go, and the government will continue to scrutinize health claims made by food

manufacturers. The ageing of baby boomers is driving the food.

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In Asia Region

Possessing over half the world's population and some very robust economies, the

Asia/Pacific region has become a linchpin for many of the world's top food and beverage

companies.

Top Asia/Pacific food and beverage companies are imbuing a decidedly Western taste,

look and feel onto their respective markets. They're doing so with the people that know

the West the best - the leading U.S. and European food and beverage processors.

Alliances between the leading Asia/Pacific companies and top U.S. and European food

and beverage companies - largely through product licensing agreements - continues to

help shape the future of this vast region. The result: A consistent shift in consumption and

shopping habits for Asia/Pacific consumers. Western-style foods brought about by

changing lifestyles are being woven into the culture, underpinned by the impact of

developments in retailing, merchandising, packaging and advertising.

According to a report by Data-monitor, the London-based independent management

consulting firm, cultural changes taking place in eating habits include the steady growth

of breakfast cereal consumption and expansion into dairy manufacturing despite lactose

intolerance throughout the region. Beer, wine and spirits has been a prevailing market in

the region.

In scanning the top 10 companies in Prepared Foods Asia/Pacific Leading 50 food and

beverage companies, just about all have forged distribution and/or licensing agreements

to market and sell such Western stalwarts as Budweiser, Coors, Early Times, Beefeater,

Miller Genuine Draft, Nabisco and Kellogg.

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1. Kirin Brewery Co.

Tokyo, Japan - Wines and liqueurs, brewing, dairy processing KEY BRANDS: Jive,

Nippon Blend, Koiwai

Kirin is the largest brewer in Japan with a domestic market share of about 50%, and is the

third largest brewer in the world. It sells whiskies through a joint venture with Kirin-

Seagram Ltd.

2. Asashi Breweries Ltd.

Tokyo, Japan - Beer, whisky, breadcrumbs, fruit drinks KEY BRANDS: Bireley's,

Horoniga, Asashi Pure Gold

The company is pursuing expansion into the food sector more actively than its beer

market rivals. Has begun licensed production of Coors beer (USA) and has strengthened

its diversification with a recent alliance with Pedigree Petfoods of the UK.

3. Suntory Ltd.

Tokyo, Japan - Beer, whiskey, wine, coffee KEY BRANDS: Boss, Akadama, Pekoe,

Ginjo

Founded in 1899, Suntory launched Japan's wine and whiskey industries and pioneered a

new era in the domestic beer industry, establishing itself as a leading beverage maker in

Japan and a prominent participant in the world market.

4. Sapporo Breweries

Tokyo, Japan - Soft drink, beer, wine, vodka KEY BRANDS: Black Label, Baisen Draft,

Sapporo Magnum, Ginjikomi

Sapporo was the first Japanese company to market draft beer for home consumption and

is leading other beer producers in this field. It is also diversifying into soft drinks, wine,

imported liquors.

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5. Taiyo Fishery Co.

Tokyo, Japan - Fish, sugar, processed foods

Taiyo is Japan's second largest fisheries company with diversified interests in feed stuffs,

sugar, farm and livestock products. Like other fisheries in Japan, Taiyo is engaged in

producing fish pasta through a U.S. subsidiary.

6. Nippon Heat Packers

Osaka, Japan - Ham, sausage, dairy

Created in 1963 through the merger of Tokushima Ham and Torise Ham, the company

specializes in premium quality ham and sausages. In addition to meat products, Nippon

Meat Packers is strong in fresh meat and processed food such as hamburgers. The

company has also formed an alliance with U.S. processor Swift.

7. Yamazaki Baking Co.

Tokyo, Japan - Cakes, chocolate confectionery, bread, frozen dough KEY BRANDS:

Double Soft, Maragoto Banana, Nabisco (licensed)

The largest producer of confectionery and bread products in Japan also has interests in

convenience stores and cafeterias. Until 1988, the company had an agreement with

Nabisco to manufacture confectionery products, but after a reorganization, it's involved

only in the distribution of Nabisco products.

8. Ajinomoto Co.

Tokyo, Japan - Meat, poultry, fish, biscuits, soup, seasonings KEY BRANDS: Cook Do,

Calpis, Chuka-Aji, Knorr, Maromi

The company is one of Japan's largest integrated food processing companies. In Asia, the

company has joint venture distribution and manufacturing businesses with many major

companies, most notably CPC International.

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9. Snow Brand Milk Products

Tokyo, Japan - Butter, cheese, ice cream, edible oil KEY BRAND: Snow Brand

Japan's largest manufacturer of dairy products (butter and cheese), Snow Brand is

advancing into frozen foods and expanding its investment in biochemicals. The company

has joint ventures with Pillsbury (U.S.) and a technological tie-in with Quaker Oats.

10. Itoham Foods

Hyogo, Japan - Ham, sausage, general dairy KEY BRAND: Itoham

A major player in the sale of processed meat to department stores and meat shops, the

company - Japan's largest and oldest producer of processed meats - is planning a

diversification into the dairy products and frozen foods sectors and has recently formed a

subsidiary with Carnation and Nestle. The company is noted for sound financial decision-

making and steady growth.

Food Industry in Pakistan

According to the Census of Manufacturing Industries there were 822 units engaged in the

manufacture of Food and Beverages. According to the UNIDO it is the largest

manufacturing industries of the country. Value of production stood at Rs.46.170 billion

and manufacturing value added stood at Rs.12.187 billion. Food processing is a relatively

capital intensive industry. The share of food in the manufacturing industry of Pakistan is

22.66 percent approximately.

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The growth rate in the food industry has been estimated at 7.46 per cent per annum. The

most rapidly growing items are dairy products fish processed, bakery items, sugar,

biscuits and confectioneries, fruit juices and other soft beverages. Rapid export growth

has characterized fish preparation, fruit preserves, dry fruits, some beverages and sugar,

and honey preparation. Food products (except rice) do not however, make up a

significant proportion of Pakistani exports and there is a considerable potential for

expanding such exports, especially to Europe and the Gulf region.

As many as 79 food manufacturing companies are on the list of Karachi Stock Exchange

out of total 707 companies. The paid-up capital of these companies stood at Rs.6.054

billion. They include, some of the biggest groups in the market such as Bawany,

Crescent, Habib, Fecto, Premier, Lakson, Burma Oil (producing vegetable oils), Brooke

Bond, Clover Foods, Uniliver, National Foods, Mitchells fruit farms and Shezan. The

food manufacturing firms have generally performed well on the stock exchange in with

capitalization registering an above average increase. Net profit as percentage of share

holder's equity has averaged at about 22 percent during for the sugar and allied group,

and about 25 per cent for the vegetable oil groups. The net profit ratio for the tobacco

sub-sector has been 30 per cent. This compares well with the overall net profit ratio for

KSE companies during this period, and averages to about 19 per cent.

Thus, there is a significant scope for investment expansion in the food manufacturing

sectors. Domestic demand is buoyant and export prospects are bright - although they are

yet to be adequately explored. Several major companies including well known

multinationals have substantial investment commitments and there are also a large

number of middle sized upward mobile domestic firms. Scope, thus exists both for the

establishment of wholly owned subsidiaries. There is also a need for technology transfer

agreements which can facilitate the access of Pakistani companies, to modern technology

and know-how in the areas of processing, preservation and packaging of food

manufactures. Several Pakistani firms have developed ambitious modernization

programmes.

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MITCHELL’S CORPORATE VISION

An Insight

Mitchell’s corporate vision, a very vast and strategic topic and all concerned shall have

their own viewpoint. My viewpoint on this is as under.

Mitchell’s is playing a vital role in the Pakistan’s economy. For the last two years, the

company is receiving The Top 25 Companies Award. Mitchell’s has been in the market

long before independence and still enjoys a good repute. This is the evidence of the

company’s dedication, trust and commitment to provide the best quality products in the

market. Despite all the odds, Mitchell’s is still the Market Leader in Squashes, Preserves,

Sauces and Countlines.

Current Market Position

Mitchell’s products are highly appreciated by the trade and the relevant consumers

because of its high quality standards. Mitchell’s is the Market Leader in the above-

mentioned segments for the last many years. Many Multi-National and National

Companies have entered the competition. Therefore, the quantity-wise difference

between the Mitchell’s and its close competitor has squeezed. Although, the annual

growth rate of grocery product is 9% (approx.), but the quantity wise share of Mitchell’s

products has not appreciated much in the last five years.

The Company’s Philosophy

The management of the company is highly motivated, dedicated and is investing

aggressively to achieve the desired results. The company is keen to invest in the

manufacturing of quality products to achieve the desired results. Looking at the local

market conditions, the company keeps on adding new products for the

customers. Addition of different flavors of Preserves, Diet Preserves, Cooking Paste,

Kasaundi, Countlines and Molded Chocolate is an evidence of this. In addition to this the

company is also eager to upgrade its equipments and the human resources.

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The Trends

In today’s dynamic and rapidly changing world, the trends and the norms of the business

have changed. Local companies are joining hands with the Multi-Nationals for additional

support, long-term business development, sharing of market benefits, technical

assistance, up-gradation of the equipments and the human resources, acquiring the

potential foreign markets. In addition to this, the customers have developed more trust in

the Multi-Nationals.

An Analysis with the Other Companies

Multi-National Companies like P&G, Reckitt Benckizer, Shell, Pepsi, Coke, McDonalds,

Nestle, Lever, Sony and several others have developed a strong footing in Pakistan. Apart

from their good network, their aggressive marketing is the driving force behind their

success.

Success Story

Marketing team of any company is its driving force. This team should be dynamic

enough to lead the company to achieve its objectives. Most marketing professionals

mistakenly think of marketing only as selling and promotion. That is why, when they are

asked to undertake a marketing activity they present an advertising expense or talk about

advertising as the only marketing tool. Marketing is much more than the advertising.

These companies do not just sell the products; they identify the consumer needs and

satisfy them better than the competitors. I believe that companies like Coca Cola,

Microsoft, Lever and many others have attained this position due to the strong marketing

and not sales. Selling is one of the several marketing functions and often not the most

important one.

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If the marketer does a good job of identifying consumer needs, developing good

products; and pricing, distributing and promoting them effectively, the products will sell

very easily. Thus, marketing is a key factor in the business success. The term marketing

mean “satisfying customer needs”. There is a stiff competition in the market and only

those companies shall succeed who can best read customer wants and deliver the greatest

value to their target consumers.

Quality Policy

“We, at MITCHELL’S Fruit Farms Limited, are committed to produce best

quality products meeting our customers’ requirements at competitive prices,

strengthening our position as a Quality Managed Company. To meet this

obligation, the company will continue:

Updating of employee skills by training.

Acquisition of new technology.

Re-evaluation of its quality control and quality assurance systems.”

Social Responsibility

Community Service

Mitchell's has joined hands with the village communities as well as the British Council, the

Department for International Development (UK) and Voluntary Service Overseas (UK) in an

effort to promote education in rural areas. Twenty-five girls' schools have been set up in the

Okara district in an endeavour to boost the levels of female literacy. Also a Teachers Training

Institute has been set up to provide quality teaching staff to the local schools. Mitchell's assures

that it will continue to work towards its aim - promoting education amongst future generations.

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Anjuman Khuddam-e-RASOOL ALLAH (AKRA)

Anjuman Khuddam-e-Rasool Allah is a community based Non Governmental

Organisation (NGO), established in 1976 in Shergarh, at the heart of District Okara.

AKRA has a reputation in the surrounding area for providing high quality education to

boys and girls from Nursery to Matric. The Anjuman is also well known for its free

dispensary, and its role as a social welfare organization in and around Shergarh.

AKRA aims to improve life for the rural community, and to this end it has founded a free

dispensary, a coeducational primary school, with class 6 to 10 for girls, a boys secondary

school and now 18 village primary schools with adult literacy centres in the surrounding

district. Work is continuing to open further village schools and to expand those already

running.

Aims of AKRA

Children in rural areas have little access to schools and girls have less than boys. Women

involved in agriculture and family work have often had no chance to learn to read and

write. The project aims to help a particularly disadvantaged section of the community -

rural girls and women - by provinding access to basic literacy, numeracy and health

education. We aim to train groups of young women throughout Okara District, so that

they can develop teaching skills and set up schools in their own villages to provide this

basic primary education for boys and girls as well as adult literacy classes.

ISO Award

Mitchell’s is the only major food company in Pakistan today with fully integrated

operations having its own growing and processing facilities at one location. Modern high-

volume industrial equipment, professional management and a trained workforce all

combine to ensure that Mitchell’s continues its dominance as the innovator, market leader

and trend setter. In this regard a major step was taken in 1998, when Mitchell’s became

the first food company in Pakistan to achieve ISO 9001 accreditation, thus becoming

more competitive on the international stage also.

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DEPARTMENTS OF MITCHELL’S FRUIT FARMS LIMITED

HUMAN RESOURCE DEPARTMENT

COMMERCIAL DEPARTMENT

SYSTEM DEPARTMENT

FINANCE DEPARTMENT

PRODUCTION DEPARTMENT

PLANNING AND STORES DEPARTMENT

TECHNICAL SERVICES DEPARTMENT

QUALITY CONTROL DEPARTMENT

MARKETING DEPARTMENT

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HUMAN RESOURCE DEPARTMENT

Objective

To provide such human resources that will helpful for run the operations of the company

in effective and efficient manner, and look after the benefits and interests of personnel of

the company so that they can become more productive for the company.

Scope

The whole Factory, Head Office and Regional Sales Offices of the company are included

in the scope of human resource department.

Duties and Responsibilities

1. Approve training agencies, which give the training to the personnel of

MITCHELL’S Fruit Farms Limited.

2. Ensure hygiene conditions and housekeeping of the factory.

3. Approve job contract contractors.

4. Conducts and arranges training programs.

5. Implement measures that are helpful to motivate the personnel of the company.

6. Operational incharge of the factory.

7. Select candidates for internship in different departments for the period of

maximum three month.

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COMMERCIAL DEPARTMENT

Importance in Mitchell’s Fruit Farms

Commercial Department in every organization is very important. The importance of

commercial department is increased in the case of manufacturing organization. As we

know that MITCHELL’S Fruit Farms Limited is a manufacturing company, so there is

much importance of commercial department in the company.

Without proper functioning of commercial department, company has to bear huge losses,

backlogs, stock out and various unnecessary costs.

When company faces many brakes in his production process, this leads company to

shortage of supply as well as severe losses in shape of idle time of labor and delay in the

production.

When the company faces such circumstances, it will be unable to fulfill the demand of

the market. The customers of the company will also dissatisfy from the company and

may switch to the brands of the competitors. The company has to face not only the

shortage of inputs items that are used in the production but also shortage of inventories of

finish goods.

To avoid such problems and costs, the commercial department has to play vital role in the

organization for ensuring the continuous production process in the factory.

Objective

As we all know the importance of the commercial department in any organization. The

functions of the commercial department are related to the Supply Chain Management.

Scope

Whole factory, offices particularly all stores.

The commercial department in the company sells out scrap material and any wastage’s.

Any contract regarding installation, the commercial department signs construction, repair,

maintenance and other services requirements.

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Functions of Commercial Department

The commercial department in the Mitchell’s is performing the following functions.

1. Procurement of all raw and packing material of prime quality at competitive prices.

2. Find out new suppliers having good market repute.

3. Procurement of all components parts for engineering stores.

4. Procurement of general items for general.


Commercial Manager

1. Selection and continuous assessment of suppliers.

2. Preparation and approval of purchasing documents.

3. Maintenance of an approved suppliers listing.

Assistant Manager (Commercial & Farming)

1. Procure services, raw and packing materials, plant, and equipments/spares of high

quality, with advice of commercial manager and relevant executives at

competitive costs and quality as per the company’s requirements and to ensure

that no shortage occurs at any time.

2. Forecast and plan purchases of material with minimum blockage of the

company’s funds, in stock, while ensuring uninterrupted supply to the works.

3. To explore and develop new sources of supply for economy.

4. Verification of materials and of clearing bills.

5. Negotiate prices, terms and conditions with suppliers in consultation with

Executive Director, Commercial Manager And Incharge Operations Division.

6. Issuance of purchase orders.

7. Approval of purchase requisitions.

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SYSTEM DEPARTMENT

Objective

Objective of the System Department of the company is to computerize the business

operations of the MITCHELL’S Fruit Farms Limited.

Scope of System Department

In the scope of system department, all Regional Sales Offices, the Head Office, Factory

and Farms of the company are included.

Functions of System Department

1. Following are the major functions of the system department.

2. The control on inventory through computerized system

3. Provision of new computers and other accessories for the company

4. It keeps link between the Regional Sales Offices with Marketing Department of

the company.

5. Maintenance of computer networking at MITCHELL’S Fruit Farms Limited

6. 5. Keep the back up of all confidential and necessary data for future needs.

Recent Achievement of System Department

Following are the recent achievements of system department:

Computerized Accounting System

MITCHELL’S Fruit Farms Limited has its own computerized accounting system that

facilitates the finance department make the company’s procedures more efficient.

This accounting system is according to the requirement of finance department and is

facilitating finance people in a marvelous way. It cause reduction in corruption, delays in

payments and make easy the documentation of the accounting transactions.

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Inventory System

The system department of the company recently introduced the inventory system of the

company. This system again increases the efficiency of Planning And Stores

Department.

Sales System

To facilitate the Marketing Department and all Regional Sales Offices, the system

department introduces a sales system. This system is working very well within the

company.

Human Resource System

Now the system department of the company is working on the preparation of human

resource system. It will be a computerized system. It will include the records of

attendance, salaries, the retirements, promotions and all other information about

personnel matters.

All these systems are Oracle based and prepared by the system department of


26


FINANCE DEPARTMENT

Objective

The main objective of the Finance Department in the company is to arrange the finance

for the business operations from various sources, control the activities that are related

with the finance, maintain and update the company’s accounts.

Scope

In the scope of finance department, all the Regional Sales Offices, the Head Office of

the company, factory and farms are included.

All firms raise money and control the financial aspects of their business.

The account assistants deal with the following sections

1. Wages and payroll system

2. Production expense system

3. Ledger section

4. Variable cost section

5. Cash and excise section

Functions of Finance Department

The following are the main functions of the finance department

1. To link all departments with each other financially

2. Arrange monetary resources at proper time

3. Allocate resources throughout the organization

4. Deals with banks investment firms, Govt. agencies and tax department.

5. Carry out final auditing and financial records prepared

6. Details of calculations of salaries, income tax and funds for loans

7. Calculate different expenses of the company

27


PRODUCTION DEPARTMENT

Objective

The major objective of the Production Department is to produce quality goods at

minimum cost by utilizing the company’s resources in an efficient manner.

Labor Force

In the production department, there are round about 350 workers are working including

females laborers.

In the department, there are two types of labor force is working for producing the high

quality products.

1. Permanent work force

2. Contract work force

1. PERMANENT WORK FORCE

This kind of work force is working in the factory on the permanent bases and has pension

and other fringe benefits during service and after their service.

2. CONTRACT WORK FORCE

This kind of work force is working in the factory on the contract bases. They have less

facilities and incentives than the permanent work force. The have not right of any kink of

benefits after their retirements. Their pay is also less than that of permanent workers of

the factory.

Sections of Production Department

The production department of MITCHELL’S Fruit Farms Limited is divided into two sub

sections.

These sections are

1. Groceries

28


2. Confectionery

1. Groceries

In this section of production department, different groceries products are produced.

Preserves, Ketchup, Sauces, Squashes, Pickles, Apple Processing, Tomato Processing

Juice, Tomato Puree, Kimb Oil Extraction, Strawberry Fruit Processing, Sweet Corn

Processing, Garden Peas Processing, Syrups, Fruit Cocktail, Vinegar, Salsa, Lemon Juice

bottled, Apricot processing is done in the groceries section of production department.

Shifts of Groceries Section

Generally, there are two shifts working in the groceries section. But it can be increased or

decreased according to the order of the planning and stores department.

2. Confectionary

This section of production department is sub divided into further three sections.

1. Countline Section

2. Sugar Confectionery Section

3. Molded Section

A. Countline Section

In the Countline section of confectionery, six products is produced that are Jubilee Maxi,

Jubilee Mini, Jubilee Junior, Discoveree, Unitee and Twentee-1.

B. Sugar Confectionary Section

In this section, there are two types of candies are produced.

High boiled candy

Low boiled candy

29


1. High Boiled Candy

In this type of candy, there are hard candies cookers are used for the production of these

candies.

The main ingredients of high boiled candy are sugar and glucose. During the processing

of high boiled candy, the high temperature is used for cooking.

2. Low Boiled Candy

The production of such type of candy is exercise under the much lower temperature as

compare to high boiled candies.

The major ingredients of low boiled candies are sugar, glucose, and milk.

In Sugar Confectionery Section, Milk Toffee, Butterscotch, Éclairs, Mangoman and Fruit

Bon Bons are made.

C. Molded Section

In this section, the products are produced that are based on purely milk chocolate.

This milk chocolate is made of sugar, Cocoa Powder, Cocoa Butter, FCMP, SMP,

Lecithin and Flavors.


Management Executives

1. To plan production for both grocery and confectionery sections.

2. To keep all the machinery in running order.

3. To proper material handling.

4. To formulate requirement of new material

5. To control all factory overhead costs in the sections.

6. To plan for maximum efficiency of quality products.

7. To control labor.

8. To identify and addressing the training needs of all the personnel.

30


Production Supervisors

1. To train the workers.

2. To ensure machines that they are in working orders.

3. To execute the daily production as per program.

4. To control and allocate the responsibilities to workers in their respective sections.

31


PLANNING AND STORES DEPARTMENT

Objective

To ensure hygience, and arrangements of all materials in stores and successful execution

of orders.

Scope

In the scope of planning and stores department, following stores are included.

1. Juice/peel store

2. Raw and packing material store (grocery)

3. Raw and packing material store (confectionery)

4. Finished goods store

5. Engineering store

6. Returns store

Production Planning

Production planning is the very major duty and responsibility of the planning and stores

department.

This department advises to production department about the production planning on the

regular bases.

Planning and stores department receive monthly indents from the marketing department,

head office and in the light of these above mentioned indents and current situation of

inventories in the stores, make production plans for the next month. These plans are on

monthly as well as daily bases.

Dispatches

Other main function of this department is the dispatches of stocks to all regional sales

offices. All the RSO’s are communicate their requirements by “order for supplies of

stocks”.

32



Management

1. Prompt settlement of claims from carriers for any damage.

2. Proper maintenance and care of vehicles.

3. See trade returns at workshop and sorted in time to decrease wastage of raw and

packaging materials.

4. Dispatching goods, According to orders of RSO’s and customers promptly and

company goods.

5. Ensuring proper receipt, storage and recording of all raw and packing materials,

machinery, spares and all other stocks bought by the company.

6. Drawing plans for daily and monthly bases according to indents received from the

RSO’s.

Dispatch Superintendent

Provide assistance to Assistant Manager (planning and stores.)

33


TECHNICAL SERVICES DEPARTMENT

Objective

To facilitate the production department and ensure the continuity of production process

on regular basis.

Scope

All production plants of MITCHELL’S Fruit Farms Limited are included in the scope of

technical services department.

Functions of Technical Service Department

1. To keep the plant in running condition by providing efficient and timely

maintenance and repair.

2. Do the preventive maintenance for avoiding any damage.

3. To repair the faults if is occurred.

4. To assess and arrange the requirements of materials, equipment, resources and

manpower for executing its maintenance activities.

5. To have close liaison with inventory management and commercial department to

maintain the necessary level of spares required.

34


QUALITY CONTROL DEPARTMENT

Objective

To ensure that all the products, make by MITCHELL’S Fruit Farms Limited are of

standard quality by inspection and testing of incoming material, in-process and outgoing

products.

Scope

Grocery, confectionery, Countline, praline, raw material and packaging material. Samples

for supplier evaluation, raw material, and packing material, juice, peel and finish goods

stores.

Sub Sections

The quality control department in MITCHELL’S Fruit Farms Limited is divided into five

sub sections.

These are the following.

1. Main lab.

2. Line control lab of grocery section

3. Line control lab of confectionery section

4. Incubation lab.

5. Microbiological lab.

1. Main Lab

This section of quality control department is used for the lab-scale product development

and the testing of incoming raw material; packaging material is done in this section of the

department.

35


2. Line Control Lab. For Grocery

This section is used to do in-process inspection and testing of grocery as per quality plans

and documented procedures.

3. Line Control Lab. For Confectionery

This section is used to do in-process inspection and testing of confectionery as per quality

plans and documented procedures.

4. Incubation Lab

This lab is very important section of the quality control department. This section keep

representative samples as per documented procedures from production for monitoring of

shelf life of the products.

This section is also responsible for keeping reference samples of products for comparison

of colors, flavor, set for comparison as per documented procedures.

5. Microbiological Lab.

This section of the department is used for the testing purposes of canned juices, tomato

puree, ketchup, and Chilli garlic sauce and for hygiene purpose.

Criteria for Approving the Input Material

As MITCHELL’S Fruit Farms Limited deals with the food products and the major input

items are several fruits.

Although the company uses the farms fresh fruit that are cultivated in the Mitchell’s own

farms. But these fruit are not enough for fulfilling the demand of the market. So the

commercial department purchases the fruits from the farmers.

First of all, the quality control department inspects these fruit. The vegetables and fruit

are test by the random sampling methods. In more than 30% defective items, the quality

control department rejects the whole supply.

36



Quality Control Manager

1. Preparation of quality and design plan.

2. Managing testing in, out and before the manufacturing of the products.

3. Manage segregation, identification and handling of non-conformities as per

documented procedures.

4. Identify training needs of the entire Lab. Assistant.

5. Approval of inspection reports and records.

6. Approval of recipes.

7. Implements the statistical techniques to control defects.

8. Evaluate supplier by their products and by the visits of their production facilities.

Assistant Manager (QC)

1. Study and understand quality plans, work instructions and maintenance of quality

records. Assistant Manager also suggests the recommendations and modifications

in quality plans and formats of ISO forms.

2. He is also responsible of doing microbiological testing of various types of

materials.

3. Identify all critical control points in the processes and establish hazard analyses of

critical points.

Lab Assistant

1. Performing tests an inspection of incoming raw and packaging materials as per

documented procedures.

2. Filling, maintenance of tests and inspection records.

3. Reporting to quality control manager or Assitt. Manager (QC) in case of non-

conformities.

4. Keep maintenance of representative and reference samples as per documented

procedures.

5. In the absence of executives, they can approve all tests and inspection reports.

37


MARKETING DEPARTMENT

Objective

The Marketing Department is responsible for planning and developing products and

executing their sales at an affordable price through promotional activities.

SCOPE

The office of marketing department, all the regional sales offices of MITCHELL’S Fruit

Farms Limited.

Role of Marketing Department

All functions of marketing department are very much important to the MITCHELL’S

Fruit Farms Limited.

“To create the favorable image of the brands and company in the minds of the customers

which results in sales on which company exists”.

Introduction

The Marketing Department comprises of the Marketing Office (situated at Head Office)

and three regional Sales Offices termed as RSOs. The Marketing Department is

responsible for planning and developing products and executing their sales at an

affordable price through promotional activities. The Marketing Department is headed by

Marketing Manager – MM, who is further assisted by Assistant Brand Managers and

Assistant Manager Channel Development- AM (CD).

38


The three Regional Sales Offices situated in Islamabad, Lahore and Karachi - known

as RSO (N), RSO(C) and RSO (S), respectively. A Regional Sales Manager termed as

RSM supervises each RSO. In RSO (S) and RSO(C), an Assistant Sales Manager termed

as ASM assists each RSM. The goods are sold to the consumer in the local market by the

RSMs through the following intermediary bodies:

Distributors

Institutional Customers

The Marketing Office and RSOs function for procurement of orders and

execution of these within stipulated time. The RSOs directly procure and execute

local orders (only from Pakistan).

The Marketing office procures and executes export orders besides supervising the RSOs.

The Marketing office is responsible for the preparation of annual sales forecasts.

The Marketing office to Management Representative for preventive and corrective

actions also communicates the quality complaints and observations of the customers.

RSMs are responsible for the maintenance of stocks & stores.

RSMs check returns of the products from the local market in order to keep these at a

lower level.

Duties & Responsibilities

Marketing Manager

1. Planning new products and their marketing.

2. Formulating and implementing the marketing plan.

3. Determine suitable prices for the products, which should meet company’s

objectives and should be affordable for the consumers.

4. Develop campaigns for promoting sales of the company’s products.

5. Make the products available to the place of consumer’s convenience and

preference.

6. Dealing with Export customers determining prices and systems for export.

7. Preparing capital expenditure requirements of the marketing department.

39


Assistant Manager

Assist the MM in the following activities:

1. Preparing agenda of Annual sales Conference or other conferences and meetings.

2. Monitoring Sales and taking measures for increase in sales.

3. Forecast sales of the national market.

4. Monitor competitors’ promotional activities in the market.

5. Suggesting new markets and products.

6. Other jobs related to Marketing and Sales

Regional Sales Managers

1. Preparation of Annual Sales Forecasts – product-wise and region-wise, of their

respective regions.

2. To obtain and execute orders from the local market.

3. To report local quality complaints to AM (M).

4. To maintain stocks and stores within their respective offices.

5. To take care of product returns from the market.

Assistant Sales Managers

1. To assist RSMs in all matters related to Sales Management.

2. To make regular visits to the distributors of local and out-station towns of

respective regions.

3. Monitor the performance; stock levels, sales & returns etc. of the distributors

through Sales Representatives.

4. To monitor performance & activities of sales officers (sales, services, coverage,

distribution & merchandising) in the market and identify the week areas and

providing them training for improvements.

5. To monitor the reporting system of sales officers & Distributors.

6. To update and maintain their own reporting system.

7. Coordination in marketing activities.

40


Products of Mitchell’s Fruit Farms Limited

It is our aim at Mitchell's to provide you with healthy, innovative and best quality food

that will tempt your appetite at all times. Above all, we also promise convenience &

variety at affordable prices. With nine categories encompassing over 140 products, we

are proud to present the Mitchell's family - products to grace your dining table on the

breakfast and dinner occasions as well as products to appease your sweet tooth.

These products are divided into two sections which are:

Grocery Products

Confectionery Products

41


GROCERY PRODUCTS

Jams & Jellies

Mitchell’s produces certain flavors of jams and basically it is used in the breakfast and certain other. These flavors are mango, orange, apple, strawberry, and mixed fruit.

Squashes & Syrups

Pure fruit juices and pulp go into the Mitchell's Squashes and Syrups. Extracted

from fruits carefully selected from the farm in Renala, these squashes come in a range of

rich natural flavors. These are available in different flavors.

42

http://www.mitchells.com.pk/products/productdetails.asp?subcategid=2%00%E5%A1%B9%EF%92%81%E1%B4%BB%E4%A1%BF%E2%B2%AF%E5%B6%82%E8%97%84%E6%8C%A7%00%00%EA%AE%A5


Ketchups & Sauces

Tomato Ketchup made from ripe of red tomatoes, Mitchell's tomato ketchup add zest to

snacks, burgers or sandwiches, kababs or samosas, and in a ready to use foods. Mitchell's

Tomato Ketchup, Chilli Garlic Sauce, Chilli Sauce, Chilli Ginger Sauce and Mexican

Salsa are rapidly gaining a market abroad.

Canned Food

Mitchell’s produced high quality of canned fruits and vegetables that have natural taste

and favorite among the customers. These ready-to-use products bring convenience along

with taste to every Kitchen.

43


Fruit drinks

Natural drinks have great demand and replace the carbonated soft drinks consumption.

So Mitchell’s launched Fruit Drinks (Ready-to-Drink). These Fruit Drinks are available

in Mango, Lemon, Orange, Apple and Lychee flavours.

Pickles and vinegar

Mitchell's pickles are made in the true traditional way. Fruit and vegetables are processed

through natural processes. Mango, green chilly, mixed pickle and fruit vinegar is

available in this category.

44


Bottled Water

With changing needs of consumers and their shifting towards hygienic products, like

bottled drinking water, Mitchell's launched Natural Drinking Water, Balance.

CONFECTIONERY PRODUCTS

Sugar Confectionery

1. Milk Toffees

2. Butterscotch

3. Fruit Bon Bons

4. Milk Chocolate Eclairs

Toffees, Sweets and Éclairs made from the freshest and purest ingredients are the

favorites of young and old alike.

45


Chocolates

Countline Chocolate

1. Jubilee

2. Discoveree

3. Unitee

4. Twentee-1

A variety of count lines made from the most delicious and mouth-watering

ingredients are sweet snack for any time.

Molded Chocolate

1. Festival

2. Top Milk

3. Golden Heart

Molded chocolates are especially made for special occasions. These products are

delightful selection of finest selected chocolate and creamy chocolate.

46


FINANCIAL

ANALYSIS

47


Mitchell’s Fruit Farms Limited

Profit and Loss Account

For the year ended September 30, 2009

2009 2008

Rupees Rupees

Sales 1,278,678,610 1,038,637,296

Cost of Sales (1,043,682,073) (848,823,705)

Gross Profit 234,996,537 189,813,591

Administration expenses (49,669,971) (40,779,924)

Distribution and marketing expenses (124,290,843) (108,184,873)

Other operating expenses (1,947,763) (1,535,470)

Other operating income 12,962,644 6,123,349

Profit from operations 72,020,604 45,436,673

48


Finance cost (53,487,027) (32,323,268)

Profit before tax 18,533,577 13,133,405

Taxation (4,481,935) (4,775,865)

Profit for the year 14,051,642 8,337,540

Earning per share 2.79 1.65

Mitchell’s Fruit Farms LimitedBalance sheet

As at September 30, 20092009 2008

Rupees Rupees

Equity & Liabilities

Capital & Reserves

Authorized capital

10,000,000 ordinary shares of Rs. 10 each 100,000,000 100,000,000

Issued subscribed & paid up capital

5,040,000 Ordinary shares of Rs. 10 each 50,400,000 50,400,000

49


Reserves 9,635,878 9,635,878

Inappropriated Profit 209,806,010 200,794,368

269,841,888 260,830,246

Non-Current Liabilities

Long term loan- secured 0 7,368,418

Deffered liabilities 50,478,690 49,607,813

50,478,690 56,976,231

Current Liabilities

Current portion of long term loans- secured 0 14,736,842

Short term running finances- secured 307,671,564 288,711,025

Trade & other payables 87,816,200 89,805,848

Accured finance cost 12,099,523 10,311,523

407,587,287 403,565,238

Contigencies & Commitments

727,907,865 721,371,715

2009 2008

Rupees Rupees

Assets

Non-current assets

Property,plant & equipment 321,687,827 322,282,388

Intangible assets 1,325,725 1,657,156

Long term loans & deposits 1,110,482 716,334

50


Biological assets 5,397,600 5,132,000

329,521,634 329,787,878

Current Assets

Stores, spares & loose tools 12,781,281 13,305,761

Stock in trade 260,382,527 288,698,972

Trade debts 58,674,183 39,067,739

Advances, deposits, prepayments& other

receivables 53,330,558 39,601,514

Cash & bank balances 13,217,682 10,909,851

398,386,231 391,583,837

727,907,865 721,371,715

Mitchell’s Fruit Farms LimitedCash Flow Statement


2009 2008

Rupees Rupees

Cash flows from operating activities

Cash generated from / (used in) operations 118,255,880 (20,151,348)

Finance cost paid (49,992,135) (25,296,527)

Net income tax paid (23,535723) (2,120,815)

Retirement benefits paid (8,054,172) (3,444,636)

Net cash inflow / (outflow) from operating activities 36,673,850 (51,013,326)

51


Cash flows from investing activities

Fixed capital expenditure

Sale proceeds of property, plant and equipment

(36,263,479)

9,375,961

(394,148)

815,999

(84,627,733)

1,421,672

(339,111)

769,300

Net increase in long term security deposits

Proceeds from sale of biological assets

Net cash outflow from investing activities (26,465,667) (82,775,872)

Cash flows from financing activities

Repayment of long term loans (22,105,260)

(4,755,631)

(14,736,842)

(10,080,000)Dividend paid

Net cash outflow from financing activities (26,860,891) (24,816,842)

Net decrease in cash and cash equivalents (16,652,708) (158,606,040)

Cash and cash equivalents at the beginning of the

year

(277,801,174) (119,195,134)

Cash and cash equivalents at the end of the year (294,453,882) (277,801,174)

Mitchell’s Fruit Farms Limited

Statement of changes in equity


Share

capital

Share

premium

General

reserve

Accumulated

profit

Rupees

Total

Balance as at September 30,

2007

50,400,000 9,335,878 300,000 202,536,828 262,572,706

52


Final dividend for the year

ended

September 30, 2007

- - -(10,080,000) (10,080,000)

Profit for the year ended

September 30, 2008- - - 8,337,540 8,337,540

balance as at September 30,

200850,400,000 9,335,878 300,000 200,794,368 260,830,246

Final dividend for the year

ended

September 30, 2008

- - -(5,040,000) (5,040,000)

Profit for the year September

30, 2009- - - 14,051,642 14,051,642

Balance as at September 30,

200950,400,000 9,335,878 300,000 209,806,010 269,841,888

Horizontal Analysis of Profit and Loss Account

2009 2008 2007

Sales 147.55% 119.85% 100%

Cost of sales 147.77% 120.18% 100%

Gross profit 146.55% 118.37% 100%

Administration expenses 148.37% 121.81% 100%

Distribution and marketing expense 184.96% 160.99% 100%

Other operating expenses 73.08% 57.61% 100%

Other operating income 323.11% 152.63% 100%

Profit from operations 118% 74.45% 100%

Finance cost 251.47% 151.98% 100%

53


Profit before tax 46.61% 33.03% 100%

Taxation 31.79% 33.87% 100%

Profit for the year 54.75 32.49% 100%

Horizontal analysis 2008 1

2

3

4

5

6

7

8

9

10

Horizontal analysis 2009 1

2

3

4

5

6

7

8

9

10

Vertical Analysis of Profit and Loss Account

2009 2008 2007

Sales 100% 100% 100%

Cost of sales 81.62% 81.72% 81.5%

Gross profit 18.38% 18.28% 18.5%

Administration expenses 3.88% 3.93% 3.86%

Distribution and marketing expense 9.72% 10.42% 7.75%

54


Other operating expenses 0.15% 0.15% 0.31%

Other operating income 1.01% 0.59% 0.46%

Profit from operations 5.63% 4.37% 7.04%

Finance cost 4.18% 3.11% 2.45%

Profit before tax 1.45% 1.26% 4.59%

Taxation 0.35% 0.46% 0.16%

Profit for the year 1.1% 0.8% 2.96%

Vertical analysis 2008 1

2

3

4

5

6

7

8

9

10

vieriecal analysis 2009 1

2

3

4

5

6

7

8

9

10

55


Horizontal Analysis of Balance Sheet

Equity & Liabilities 2009 2008 2007

Capital & Reserves

Authorised capital

10,000,000 ordinary shares of Rs. 10 each

100%

100%

100%


5,040,000 Ordinary shares of Rs. 10 each

100%

100%

100%

Reserves 100% 100% 100%

Unappropriated Profit 103.59% 99.14% 100%

102.77% 99.34% 100%


Long term loan- secured 0 33.33% 100%

Deffered liabilities 124.07% 121.93% 100%

80.39% 90.74% 100%

Current Liabilities

56


Current portion of long term loans- secured 0 100% 100%

Short term running finances- secured 210.94% 197.94% 100%

Trade & other payables 98.51% 100.74% 100%

Accured finance cost 368.35% 313.92% 100%

161.09% 159.5% 100%

Total Equities

125.85%

124.72%

100%

Assets 2009 2008 2007

Non-current assets

Property, plant & equipment 121.36% 121.6% 100%

Intangible assets 64% 80% 100%

Long term loans & deposits 294.38% 189.9% 100%

Biological assets 102.79% 97.73% 100%

120.83% 120.92% 100%

Current Assets

Stores, spares & loose tools 117.21% 122.02% 100%

Stock in trade 140.72% 156.02% 100%

Trade debts 127.74% 85.06% 100%


receivables 143.66% 106.67% 100%

Cash & bank balances 49.57% 40.91% 100%

57


130.34% 128.11% 100%

Total Assets 125.85% 125.85% 100%

Vertical Analysis of Balance Sheet

Equity & Liabilities 2009 2008 2007

Capital & Reserves


5,040,000 Ordinary shares of Rs. 10 each 6.92% 6.99% 8.71%

Reserves 1.32% 1.34% 1.67%

Unappropriated Profit 28.82% 27.84% 35.02%

37.07% 36.16% 45.4%


Long term loan- secured 0 1.02% 3.82%

Deffered liabilities 6.93% 6.88% 7.03%

6.93% 7.90% 10.86

Current Liabilities

Current portion of long term loans- secured 0 2.04% 2.55%

58


Short term running finances- secured 42.27% 40.02% 25.22%

Trade & other payables 12.06% 2.45% 15.41%

Accured finance cost 1.66% 1.43% 0.57%

55.99% 55.94% 43.75%

Total Equities 100% 100% 100%

Assets 2009 2008 2007

Non-current assets

Property, plant & equipment 49.19% 44.68% 45.82%

Intangible assets 0.18% 0.23% 0.36%

Long term loans & deposits 0.15% 0.1% 0.07%

Biological assets 0.74% 0.71% 0.91%

45.27% 45.72% 47.15

Current Assets

Stores, spares & loose tools 1.76% 1.84% 1.89%

Stock in trade 35.77% 40.02% 31.99%

Trade debts 8.06% 5.42% 7.94%

59



receivables 7.33% 5.49% 6.42%

Cash & bank balances 1.82% 1.51% 4.61%

54.73% 54.28% 52.85%

Total Assets 100% 100% 100%

Verticle analysis of Equities 2008 1

2

3

4

5

6

7

8

9

10

Verticle analysis of Equities 2009 1

2

3

4

5

6

7

8

9

10

60


Verticle analysis of Assets 2008 1

2

3

4

5

6

7

8

9

10

Verticle analysis of Assets 2009 1

2

3

4

5

6

7

8

9

10

RATIO ANALYSIS

Ratio analysis involves methods of calculating and interpreting financial ratios to analyze

and monitor the firm’s performance.

Categories of financial ratios

Financial ratios can be divided for convenience into five basic categories:

1) Liquidity

61


2) Activity

3) Debt

4) Profitability

5) Market

Liquidity Ratios

A firm’s ability to satisfy its short-term obligations as they come due is called liquidity.

Liquidity refers to the solvency of the firm’s overall financial position __ the ease with

which it can pay its bill. These ratios are viewed as a good indicator of cash flow

problems.

Current ratio

It measures the ability of firm to meet its short-term obligations.

Its formula is

Current ratio = Current asset

Current liabilities

2009:

Current ratio = 398,386,231

407,587,287

= 0.9774 times

2008:

Current ratio = 391,538,837

403,565,228

62


Current ratio = 0.9703 times

Quick (acid–test) ratio

It shows the least liquid current asset.

Quick ratio = Current assets – inventory

Current liabilities

2009:

Quick ratio = 398,386,231 - 260,382,527

407,587,287

Quick ratio = 0.34 times

2008:

Quick ratio = 391,583,837 – 288,698,972

403,565,238

= 0.25 times

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LIQUIDITY RATIOS

RATIOS 2009 2008 2007

CURRENT RATIO:0.98 0.97 1.21

QUICK(ACID TEST) RATIO :0.34 0.25 0.47

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Graphical Representation of Liquidity Ratio

Activity ratios:

It measures the speed with which various accounts are converted into sales or cash---

inflows or outflows.

Inventory turnover

It measures the activity, or liquidity, of a firm’s inventory.

Inventory turnover = cost of good sold

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Inventory

2009:

Inventory turnover = 1043682073

260382527

Inventory turnover = 4.01 times

2008:

Inventory turnover ═ 848823705

288698972

Inventory turnover = 2.94 times

Average collection period:

It is the average amount of time needed to collect accounts receivable.

account receivable

Average collection period = Annual sales

360

2009:

58674183

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Average collection period = 1278678610

360

Average collection period = 16.52 days

2008 :

39067739

Average collection period = 1038637296

360

Average collection period = 13.54 days

Average age of inventory:

It is the average days of inventory that shows how many days inventory takes place.

Average age of inventory = 365

Inventory turnover

2009:

Average age of inventory = 365

3.62 times

Average age of inventory = 100.83 days

2008:

Average age of inventory = 365_____

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4.59 times

= 79.52 days

Total asset turnover:

It indicates the efficiency with which the firm uses its assets to generate sales.

Total asset turnover = sales

Total asset

2009:

Total asset turnover = 1278678610

727907865

Total asset turnover = 1.76 times

2008:

Total asset turnover = 1038637296

721371715

Total asset turnover = 1.44 times

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ACTIVITY RATIOS

RATIOS 2009 2008 2007

INVENTORY TURNOVER: 4.01 2.94 3.82

AVERAGE COLLECTION PERIOD: 16.52 13.54 19.08

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AVERAGE AGE OF INVENTORY: 100.83 79.52 95.55

TOTAL ASSETS TURNOVER: 1.76 1.44 1.50

Graphical Representation of Activity Ratios

Debts ratios:

It indicates the amount of other people’s money being used to generate profits.

Debt ratio:

Measures the proportion of total assets financed by the firm’s creditors.

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Debt ratio = Total liabilities

Total assets

2009:

Debt ratio = 458,065,968 = 0.629 = 62.9%

727,907,865

2008:

Debt ratio = 460,541,469

721,371,715

Debt ratio = 0.638

Debt ratio = 63.8%

Debt / Equity Ratio:

It measures the ratio of debt to the stockholders equity.

Debt / Equity ratio = Total Liabilities

Stock holders equity

2009:

Debt / Equity Ratio = 458,065,977

269,841,888

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= 1.70

= 170%

2008:

Debt / Equity Ratio = 460,541,469

260,830,246

= 1.77

= 177%

Time interest earned ratio:

Measures the firm’s ability to make contractual interest payments some times called the

interest coverage ratio.

Time interest earned ratio = earning before interest and taxes

Interest

2009:

Time interest earned ratio = 72,020,604

53,487,027

Time interest earned ratio = 1.35 times

2008:

Time interest earned ratio = 45,436,673

32,323,268

Time interest earned ratio = 1.41 times

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Debt Ratios

RATIOS 2009 2008 2007

DEBT RATIO: 62.9% 63.8% 54.6%

DEBT TO EQUITY RATIO:170% 177% 120%

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TIME-INTEREST EARNED RATIO:1.35 141 2.87

Graphical Representation of Debt ratios

Profitability ratios:

These ratio measures enable the analyst to evaluate the firm’s profit with respect to given

level of sales, a certain level of assets, or the owners` investment.

Gross profit margin:

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It measures the percentage of each sales dollar remaining after the firm has paid

for its goods.

Gross profit margin = gross profit

Sale

2009:

Gross profit margin = 234,996,537

1,278,678,610

Gross profit margin = 0.184

= 18.4%

2008:

Gross profit margin = 189,813,591

1,038,637,296

Gross profit margin = 0.183

= 18.3%

Operating profit margin:

It measures the percentage of each sales dollar remaining after all cost and

expenses other than interest, taxes, preferred stock dividend are deducted; the “pure

profits” earned on each sales dollar.

Operating profit margin = operating profits

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Sales

2009:

Operating profit margin = 72,020,604

1,278,678,610

Operating profit margin = 0.056

= 5.6%

2008:

Operating profit margin = 45,436,673

1,038,637,296

= 0.044 = 4.4%

Net profit margin:

It measures the percentage of each sales dollar remaining after all cost and expenses

included interest, taxes, preferred stock dividends have been deducted. If it is higher, the

firm is better.

Net profit margin = Earning available for common stock holders

Sales

2009:

Net profit margin = 14,051,642

1,278,678,610

Net profit margin = 0.011

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= 1.1%

2008:

Net profit margin = 8,337,540

1,038637,296

Net profit margin = 0.0080

= 0.80%

Earning per share:

It represents the dollar amount earned on behalf of each share.

Earning per share = Earning available for common stock holders

No. of shares of common stock outstanding

2009:

Earning per share = 14,051,642

5,040,000

= Rs. 2.79

2008:

Earning per share = 8,337,540

5,040,000

Earning per share = Rs. 1.654

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Return on total assets:

It measures the overall effectiveness of management in generating profits with its

available assets; also called the return on investment (ROI).

Return on total assets = Earning available for common stock holders

Total assets

2009:

Return on total assets = 14,051,642

727,907,865

Return on total assets = 0.0193

Return on total assets = 1.93%

2008:

Return on total assets = 8,337,540

721,371,715

Return on total assets = 0.0116

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Return on total assets = 1.16%

Return on common equity:

It measures the return earned on the common stockholders’ investment in the firm.

Return on common equity = Earning available for common stock holders

Common stock equity

2009 :

Return on common equity = 14,051,642

50,400,000

Return on common equity = 0.2788

Return on common equity = 27.88%

2008:

Return on common equity = 8,337,540

50,400,000

Return on common equity = 0.1654

Return on common equity = 16.54%

PROFITABILITY RATIOS

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RATIOS 2009 2008 2007

GROSS PROFIT MARGIN:18.14% 18.3% 18.5%

OPERATING PROFIT MARGIN:5.6% 4.4% 7%

NET PROFIT MARGIN:1.1% 0.80% 2.46%

RETURN ON ASSETS 1.93% 1.16% 4.4%

RETURN ON COMMON EQUITY 27.88% 16.54% 50.92%

EARNING PER SHARE:2.79 1.65 5.09

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Graphical Representation of Profitability Ratios

Market ratios:

It relates the current market value, as measured by its current share price, to certain

accounting values.

Price/Earning ratio:

It measures the amount that investors are willing to pay for each dollar (Rs.) of a firm’s

earning. If it is higher, investors’ confidents is also higher.

Price/earning ratio = Market price per share of common stock

Earning per share

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2009:

Price/earning ratio = Rs. 73.90

Rs. 2.79

Price/earning ratio = 26.49

2008:

Price/earning ratio = Rs.58.75

Rs.1.65

Price/earning ratio = 35.61

Market/ Book ratio:

It provides an assessment of how investors view the firm’s performance.

Market/ Book ratio = Market price per share of common stock

Book value per share of common stock

Book value per share = Common stock equity

No. Of share of common stock outstanding

= 269841888

5040000

= 53.54

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2009:

Market/ Book ratio = Rs.73.90

Rs. 53.54

Market/ Book ratio = 1.38

2008:

Book value per share = Common stock equity

No. Of share of common stock outstanding

= 260830246

5040000

= 51.75

Market/ Book ratio = Rs.58.75

Rs.51.75

Market/ Book ratio = 1.14

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Dividend Yield:

It provides information to stockholders about the dividend yield on their investment.

Dividend yield = Dividend Per share

Market price per share

2009:

Dividend yield = Rs. 2

Rs.73.90

Dividend yield = 0.027

2008:

Dividend yield = Rs. 1

Rs.58.75

Dividend yield = 0.017

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MARKET RATIOS

RATIOS 2009 2008 2007

PRICE / EARNING RATIO: 26.49 35.61 -

MARKET / BOOK RARIO:53.51 51.75 -

DIVIDEND YIELD:0.027 0.017 -

Graphical Representation of Market Ratios

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SWOT ANALYSIS OF MITCHELL’S FRUIT FARM

STRENGTHS

1. Mitchell’s fruit farm limited is the oldest food processing company of Pakistan. The

company was incorporated in 1933. This is a distinctive feature of the company

because all other food-processing companies start their operations at least after the

independence of Pakistan.

2. In 1998, Mitchell’s achieve another destination: ISO 9001 certification, and at no

better time than the successful completion of sixty-five years of bringing quality

products to the consumers. It is a matter of human pride that the Mitchell’s has

become the first food company in Pakistan to achieve this prestigious distinction.

3. Today, in Pakistan, Mitchell’s is the only major company with fully- integrated

operations having its own growing and processing facilities at one location. Modern,

high-volume industrial equipment, professional management and a trained workforce

ensure that Mitchell’s maintained its lead.

4. In 1983, Mitchell’s golden jubilee was celebrated with great funfair. A chocolate bar,

appropriately named jubilee, was launched to commemorate the event. Mitchell’s is

the pioneer in Pakistan for chocolate production.

5. Molded chocolate (praline) is very popular in all over the world but till 2001 no

national company was producing molded chocolate in the country. So Mitchell’s

launched molded chocolate with the successful commissioning of a molded line in

2001.

6. The process of toffee making was automated in 2000 with PLC-based

machines/systems, to ensure uniform quality of products. Mitchell’s is the first

national company that takes this step. Thus, the modernization of operation has

always been top priority with Mitchell’s.

7. Mitchell’s is the market leader of chocolate, toffee making and tomato ketchup.

8. Mitchell’s is the single national company that has so large product mix.

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WEAKNESSES

1. The management style that has adopted by the company is bureaucratic. Degree of

formalization and centralization is high.

2. The promotion mix of the company and advertisement programs is not very good. It

is justifiable to say that company is not so much serious in promoting its brands. The

company only enjoying the good repute of the brand name Mitchell’s.

3. There is lack of short term and long-term decision-making regarding production

schedules, purchasing decisions and marketing programs.

4. As we know that there is severe competition in the food industry, but still the

availability of Mitchell’s products is very poor.

5. Company is offering less discount as compare to other relevant industry’s companies

like Shezan, National, Rafhan, Salman’s and Ahmed to retailers and distributors.

OPPORTUNITIES

1. Increasing proportion of working women, school going children and office going men

increase the size of target market of the food industry. These factors cause growing

demand of jams, jellies, marmalades, sugar free products and caned vegetables and

juices open a wide window of opportunities for MITCHELL’S Fruit Farms Limited.

2. As the rural populations of the country tend to migrate to cities for multiple purposes,

for this trend enhanced the market size for the food processing companies. It is also

an opportunity for the MITCHELL’S Fruit Farms Limited to avail this opportunity

and get benefits from this growing market.

3. Now people are much conscious about their health and fitness as before the past.

They have tendency to use the foods that are nutritious and best for their health. So

this market trend is also create new horizons for the food processing companies.

4. It is fact that the market size of fast foods and snacks remarkably. As the many

products are the complimentary for these kinds of fast food and snacks item. This

thing is growing the demand of tomato ketchup, sauces and preserves.

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5. There is an opportunity for the company to increase the depths of its existing products

categories. For example, company may introduce the squashes, sauces and tomato

ketchup in more packaging like in buckets as this strategy has adopted by other

competitors of the company. The company may introduce the pet bottle of 1.50 ml

like Jam-E-Sheeren and Rooh Afza. It will expand the target market of


6. Other very open opportunity for the company is that the company may invest in new

product categories like mineral water, cheese, snakes and other dairy products.

THREATS

1. The competition in the food processing industry is much severe than the past. Now

the many national companies are joining hands with multi-national corporations for

additional support in terms of marketing activities, production expertise and financial

resources.

2. Additional general sales taxes and tough economic conditions of the country are

reducing the purchasing power of the people. So in case of food item, this fact is also

applicable because GST is also imposed on food items.

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FINDINGS AND SUGGESTIONS

1. The display of Mitchell’s squashes was not so good versus its competitors.

2. Mitchell’s products are highly appreciated by the trade and the relevant

consumers because of its high quality standards. The customers like to

purchase the product labeled Mitchell’s.

3. The company is trendsetter and market leader in the food industry of the

country. Other companies’ competing the Mitchell’s very well. This

competition among the food companies has increase from last few years

because some national companies are joining hands with multi-national

companies for additional support, but this fact is satisfactory for the

management of Mitchell’s fruit farms that Mitchell’s is still # 1. Although

other competitors becoming closer and closer to Mitchell’s fruit farms.

4. The company is the market leader in squashes, countline, preserves, toffees and

sauces. And giving tough time in other products categories.

5. The company producing quality products since its incorporation. The company

got ISO 9001 certification in 1998. It is a great honor for the company because

Mitchell’s is the first food company that achieved ISO 9001 certification not in

food industry but also other industries of Pakistan. The management of the

company is highly motivated, dedicated and is investing aggressively to

achieve the desired results. The company is keen to invest in the manufacturing

of quality products.

6. Mitchell’s is playing a vital role in the Pakistan’s economy. The company is

also receiving the top 25 Companies’s Award from last many years. Mitchell’s

has been in the market long before independence and up till now is enjoying a

good repute.

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7. The new brands of squashes that are pineapple and guava have not get

excellent response from the customers just because of poor advertisement

campaign. Proper advertisement was necessary to create awareness an interest

for new brands.

8. In case of molded chocolates, the company has got very good response by the

customers. The new brand of molded chocolate golden hearts got positive

feedback from customers, whether it is the off-season of the chocolates.

Although the company is pioneer in the production of chocolates and has good

repute for its production, but seems unable to get desired results from thee

launch of top milk.

9. The company can also expand its business in other product ranges like butter,

cheese, mineral water, snacks etc.

10. It is the need of the hour to introduce one product of the company in different

packages. For example, Mitchell’s can introduce its squashes in other different

weights. Mitchell’s can launch it in 1.5 ml like Rooh Afza and Jam-E-Sheeren.

It can be launched in 500ml or 450 ml. These launches shall provide

convenience utility, helpful for increasing the brand acceptance and expand the

target market

11. In the same way, the company can launch tomato ketchup and jams in bucket like

other competitors. This will increase the sale of the company and helpful for

competing the food market successfully.

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PEST ANALYSIS

PEST analysis stands for “Political, Economic, Social and Technological analysis” and

describes a framework of macro level environmental factors used in the environmental

scanning components of strategic management. It is the part of the external analysis when

conducting a strategic analysis or doing market research and gives a certain overview of

the different macro environmental factors that the company has to take into

consideration. It is useful strategic tool for understanding market growth or decline,

business position, potential and direction of operations.

Political Factors

In Pakistan there is no government stability or political stability this also disturbs

the working of Mitchell’s fruit farms because every coming government comes

with its own agenda of taxation policies and etc.

Import and Export policies are changing rapidly in Pakistan this also affects the

working on company, because import raw material and export products in all over

the world.

Now Govt. is democratic but it imposes lot of new taxes and increases the

percentages of existing taxes which effects on the company.

Pakistan is front line state in ware against terrorism so it has great effect on the

political decisions by Govt. which indirectly effect the company.

Economic factors

Such as interest rates, exchange rates and inflation rates are also affecting the working of

company

.

Interest Rates are at the highest peak now a days as KIBOR is in between 12% to

13%. Company has to obtain finance on higher rat of interest.

Exchange rates are changing on daily basis which also causes a major factor for

the profits and expenses of the company.

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Inflation is also a major economic problem of Pakistan. Inflation also affecting

the company because it exports product and import raw material, products prices

are increased day by day.

Social Factors

Social factors like cultural aspects, health consciousness, population growth rate, career

attitudes and emphasis on safety also affect the working of an organization, company also

affects from these factors.

Mitchell’s, has a complete green environment.

It is conducting health programs for its employees.

It is helping the victims of Swat, Balakot and other destroyed areas by giving

them food, clothing and such other things with the name of Deutsche Bank

Foundation, Pakistan.

As its products are famous among clients so it keeps good relations with its

customers.

It is also give benefits to the retiring workers.

Technological Factors

Mitchell’s, is adopting the latest technologies to complete its operations.

Its offices are equipped with the latest hardwares and softwares to connect

worldwide and to its customers and suppliers.

It has a IT professionals who are responsible to keep the company up to date in

technology.

It is spending a huge amount in research & development department.

Rate of technological change is very fast.

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Legal Factors

Legal factors include discrimination laws, consumer laws, antitrust laws, employment

laws and health and safety laws. All these factors also can affect how a company

operates, its costs and the demand for its products. Mitchell’s is completely following the

all Pakistani Laws in this context.

CONCLUSION

There is no doubt in this fact that Mitchell’s fruit farms is one of few national companies

that playing very important role in the economy of the country. Mitchell’s is known as

trendsetter, innovator and progressive company in the food industry of Pakistan.

Mitchell’s recent achievements like automation of toffee making process molded

chocolate plant, ISO 9001 and launch of several new products reveals the commitment

and professionalism of the company management. The company set high standards of

quality and has experience of 68 years that help the company to successfully competing

even multi-national companies.

References:

History, Company information and Departments.From:http://download-reports.blogspot.com/2009/10/report-on-mitchells-fruit-farms-page1.html

Analysis of world food Industry.From:www.ologopolywatch.com

Analysis of food Industry Asia and Pakistan.From:www.bnet.com/foods

Products of Mitchell’sFrom:www.mitchells.com.pk

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http://www.mitchells.com.pk/

http://www.bnet.com/foods

http://www.ologopolywatch.com/

http://download-reports.blogspot.com/2009/10/report-on-mitchells-fruit-farms-page1.html


Financial AnalysisDone by ourselves

SWOT Analysis and Suggestions.From:http://download-reports.blogspot.com/2009/10/report-on-mitchells-fruit-farms-page2.html

PEST analysisDone by ourselves by using different websites and reports.

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http://download-reports.blogspot.com/2009/10/report-on-mitchells-fruit-farms-page2.html

Project Report on Mitchell's Fruit Farm Ltd.

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Transcript of Project Report on Mitchell's Fruit Farm Ltd.