Technological Forces:

New products:
Businesses are focusing on concentric and conglomerate diversification because in
present era it is not possible for any organization to exist in the market for long run
by providing just a single product. Organizations have to be diversified to
according to changing demands of the customers and trends.

Product Innovation:
Product innovation is becoming more necessary for the organization because of the
globalization; people are becoming aware about the changes being taking place
around them and in order to respond them organizations have to focus on product
innovation by introducing new flavors or changes in packaging etc.

Productivity Improvement through New Technology:

Automation and new technology does not matter a lot but it does contribute
towards the productivity and improvement. It reduces labor cost and increase the
production level. New juice manufacturing and packing machines are on their way
to enter in the market, number of local suppliers and international suppliers
available with the advance and cost cutting techniques.

Market Analysis:
Currently in Pakistan, there are 24 fruit juice/pulp processing units and a number
of small units in the informal sector are working. The present installed capacity is
estimated around 400,000 metric tons per annum with a demand for juices growing

at a combined annual growth rate of 27 %. The fruit juice industry reported sales of
8.52 billion Rupees in year 2013.
Pakistani people drink approximately 2,500,000 liters juices per month and per day
it becomes 83330 liters.
The market of juices is growing as because the consumption of juices is growing
every year and expected to increase continually due to peoples changing lifestyle
and more health consciousness, they prefer juice, especially natural juice on other
soft drinks.
The market for Squashes in Pakistan is mainly influenced by branded competitors
in this specific product category. These competitors have firm distribution
channels.

Technology development:
R&D and Process development researches are very important in food
groceries industry in Pakistan. So in the company value chain, this thing
should be emphasized much, rather it has a big contribution in total
value addition. The Shezan's working on the technology development on
continuous basis. The most advance and automation of the plant and
machinery is the top priority of the Shezan's fruit farms limited.