SHANFOODS(PVT.

)LTD
STRENGTHS

WEAKNESSES

1. Shan food holds a major 1. Shan is not present in

shareinthemarket.
Jams and marmalades
categories like National foods
2. Shan iswellrecognisedfor thereby losing an opportunity
the quality andpremiumtaste market. Many loyal Shan
againstitscompetitors.
customers purchase National
products in these categories
3. Shan food has global which is causing loss of
outreach in as many as 50 potentialsales.
countries spread across 5
continents.
2. Shan has a low market
share outside Karachi in the
4.Shan is a primary exporter Punjab
market
where
of food items from Pakistan National
enjoys
market
which has made Shan a leadership. This is due to
global name and provided a weak distribution of Shan
base for rapid growth. Best products in Punjab market
Export Performance Awards which is causing loss of
forsixconsecutiveyears.
potentialsales
4. Shan has a wide range of
products including desserts, 3. Failure to position DELVE
ready to cook mixes, spices asastrongbrand.
andorientalrecipes.
5. Shan food has a very
strong heritage and legacy
behinditwhichhasgivenita
strong goodwill/ brand equity
inhouseholds.
6.ShanFoodswasselected
asBrandsoftheYearinthe
recipecategoryofits
exceptionalquality.
7.HighqualityHuman
ResourceManagement.
8.Areaof100,000sq.ft.is
equippedwithlatestinhouse
labfacilities,which
scrupulouslytestsand
analyzeseachproductright

fromtheingredientstageto
finishedform.
OPPORTUNITIES

SOStrategies

1.EstablishingShan
RestaurantinKarachi,
LahoreandIslamabad.This
willactasShansoutletand
2.Moreorientationofpeople bringhighcustomer
towardshealthyandhygienic involvementwithhome
deliveryservice.(S1,2,4,5
foodregime.
andO1)
3.Highorientationinreadyto
cookmealsinfemaleworking 2.Shancanstartatvshow
namedSHANHOURon
class.
renownedcookingchannels
inwhichtheycanusetheir
4.IncreasingInterestof
widevarietyofquality
younggirlsincookingand
productslikespices,cook
beingcookingexperts.
mixesanddesserts.(S2,3,4,5
andO3,6)
5.Strategicalliance/taking
overestablishedfood
productsformoreexpansion 3.Enteringthefrozenfood,
cookingoilandsoup
ofbusiness.
category.(S2,5,8andO5,6)
6.Highorientationtowards
4.Shancanlinkthebrand
readymademixinthesoup
categoryandlessnumberof withtherichnessoftastein
southeastasia.Theycan
playersinthecategory.
highlightthebenefitsof
spicesandhowquality
7.Increasingtrendof
spicescontributetohealthy
followingcookingshowson
living(S2,4,5andO2,O4,O7)
foodtelevisionchannels.
1.Highgrowthopportunities
inrestaurantandhome
deliveryservice.

THREATS

STStrategies

1. The biggest threat toShan

is the high inflation in
Pakistan coupled by a global
recession which is putting
pressure on the profits and
sales.

1.DevelopingspecialZaiqa
(Mega)packageswitha
discountforspecial
occasionssuchasEid,with3
recipemix,2sweetand1
oriental.(S3,4andT1,T2,T3
)

2. The prevalence of
counterfeit products is also 2.Shancanusetheirbrand
threat toShancausinglossin equity,qualityandpremium
goodwillandpotentialsales. tastetobringbringmore
productvarietyintermsof

WOStrategies
1.Theycanmakestrategic
alliance/TakeoverShezan
Jamsasitisastruggling
brandalongbiggernames
NationalandMitchellsJams.
(W1andO4)
2.Theycanincreasetheir
visibilitythroughcooking
showandrestauranttograb
themarketofotherpartsof
Pakistanandalsooutside
Pakistanwhichwillresultin
increasedsales.(W2and
O1,6)
3.RebrandingDelveinstores
alongShaan.Theycan
promotebrandDELVEon
therecookingshowby
showinginnovativewaysof
preparingDELVEdessert
(W3andO6)

WTStrategies
1.Developinghighermarket
sharebymovingintojams,
marmaladeandketchup
market.(W1,2andT2,3)
2.Developinghigh
awarenessaboutthedanger
ofusingkhulaymasalayto
tackleagainstcounterfeitlow
costcompetitorsandthus
tryingtosavepotentiallossin
sales.(W2andT2)

3. The emergence of newer

brand with deep pockets can
also damage Shans market
share
due to
heavy
advertisement while keeping
the product quality close to
thatofShan.

masalacubesandvegetable
cubestobeatthecompetition 3.Shanshouldadvertisethe
anddevelopnewsegments. highqualitystandardsand
(S2,5,6andT1,T2,T3)
workmethodsatShan
factoriesandpromoting
brandoftheyearawardto
establishaqualitycommitted
imageintheeyesofthe
customeranddeveloptrust
bynevercompromisingon
quality.(W2andT2,3)