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Nfl Essay

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Introduction to Focal Firm: NFL

National Foods Limited (NFL) was established in 1970 as a Spice company, promoting the clean & healthy food concept. Over time it has become a multi-category Food company with 250 products in 12 categories. This also means that it if faces different competitors in each product line. NFL has both national & international (35 countries) presence.

Product Range

The picture above illustrates the way the product range is showcased on NFL’s website. Since there are 12 product categories, each product operates in different sectors which have different industry dynamics. Hence for the purpose of our report, we chose to restrict our external and internal analysis to the Spice industry which includes salt, plain spices and recipes mixes and compete primarily with Shan Foods spice …show more content…

-NFL has set up a subsidiary in Dubai and plans for UK and Canada are underway
- National food occupies a huge market share in powder mix market and one very obvious reason for that is strong and very broad market coverage. According to Sales and purchase Manager National food, they have excellent market coverage all over Pakistan and citizens of each city have easy access to sales and display centers.
- National food has engineering and technical staff of the highest caliber that is capable of manufacturing such products that differentiates National food products from its competitors. National food posses’ specific manufacturing competence, for example use of imported machinery and a high quality ingredients in manufacturing of powder mix that maintain the quality of product. -National food’s efficient marketing team in Pakistan has over the years played a crucial role in developing public awareness. National food has its own in-house advertising agency for promoting all National food’s

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