IB - Al-Noor Rice Traders

France
BBA (Hons) 8th Semester

University of Education, Bank
Road Campus, Lahore

Al Noor Rice Traders
International Business Page 2

Submitted By:
SAMEIA FARHAT 36
CHANDNI SALEEM 10
SAIMA KAUSAR 35
AQSA OMER 05
SEHAR IFTIKHAR 39
ANUM AFZAL 02
ZAMZAM FATIMA 44
KOMAL ABDULLAH 21
ANDLEEB ZARA 04
AYESHA KHAN 07
MARYUM MUSTAFA 25

Submitted To:
MAAM TANZEELA FARSAM

Table of Contents
AN OVERVIEW OF THE PROJECT .......................................................................... 4
CHAPTER 1: COUNTRY FACTS AND STATISTICS ................................................. 5
1.1. GEOGRAPHIC .............................................................................................. 5
1.2. DEMOGRAPHIC ........................................................................................... 9
1.3. ECONOMIC ................................................................................................ 12
CHAPTER 2: GOVERNMENT ................................................................................. 17
2.1. GOVERNMENT TYPE ................................................................................... 17
2.2. Political Issues ............................................................................................... 18
2.3. Political issues Affecting Business Climate .................................................... 19
2.4. Human Abuses in France .............................................................................. 20
2.4. Legal Issues................................................................................................... 20
CHAPTER 3: COMPANY / PRODUCT - CURRENT STATUS ................................. 22
3.1. RICE IN PAKISTAN ....................................................................................... 22
3.2. Corporate Profile ............................................................................................ 24
CHAPTER 4: MARKETING RICE IN FRANCE ........................................................ 28
4.1. CULTURE ...................................................................................................... 28
4.2. IMPORTANCE OF RICE IN FRANCE ........................................................ 33
CHAPTER 5: INTERNATIONAL MARKETING PLAN .............................................. 35
PRODUCT: .............................................................................................................. 35
PRICING:37
PROMOTION: .......................................................................................................... 38
PLACEMENT: .......................................................................................................... 39
CHAPTER 6: RECOMMENDATIONS AND CONCLUSIONS ... Error! Bookmark not
defined.
REFERENCES: ...........................................................Error! Bookmark not defined.


AN OVERVIEW OF THE PROJECT
There are many different countries and products for investors to choose from.
However, there are limited resources with which they can do this. For the
International Business project which was given to us, we chose FRANCE as our
exporting country, in which will check the feasibility of launching a Rice Mill named
AL-Noor Rice Mill there. Our main Product will be BASMATI RICE. In the project,
further facts and statistics about the country, the marketing challenges, the company
and the product are discussed in detail along with the factors which influence how
business is conducted in another country.


CHAPTER 1: COUNTRY FACTS AND STATISTICS
In this chapter, facts and statistics regarding FRANCE will be mentioned. This will be
a starting point with which we will study and evaluate the potential of entering into
our selected country i.e. FRANCE.
1.1. GEOGRAPHIC
France is composed of its metropolitan territory located in Western Europe and a
collection of overseas islands and territories located on other continents
France covers 547,030 square kilometres (211,209 sq mi), the largest
among European Union members. France possesses a wide variety of landscapes,
from coastal plains in the north and west to mountain ranges of the Alps in the south-
east, the Massif Central in the south-central and Pyrenees in the south-west.
Formal Name/Conventional Long Form: French Republic (Rpublique Franaise).
Conventional Short Form: France.
Term for Citizen(s): Frenchman/Frenchwoman. Adjective: French.
Capital: Paris.
Map of major cities of France


Map of major France International Airports


Map of Motorway Network and Non Motorway Route:


Map of Physical Characteristics Mountains and Rivers:

Area:
The total area that is occupied by France is 674843 square kilometres, with a land
cover of 640,053 square kilometres and 3,374 square kilometres of water.
Area of France is 84.76% of Pakistan.
Time zone:
When it is evening in Pakistan there is after noon in France.
7.00 pm in Pakistan =15.00 cest in France, 3 hrs difference from Pakistan.
Climate or weather conditions:
The north and northwest regions of France have a temperate climate, while a
combination of maritime influences, latitude and altitude produce a varied climate in
the rest of Metropolitan France. In the south-east regions of France a Mediterranean
climate prevails. In the west, the climate is predominantly oceanic with a high level of

rainfall, mild winters and cool to warm summers. Inland the climate becomes more
continental with hot, stormy summers, colder winters and less rain. The climate of
the Alps and other mountainous regions is mainly alpine, with temperatures below
freezing for over 150 days of the year and snow cover lasting for up to six months.
1.2. DEMOGRAPHIC
France Population comparison to Pakistan (as a percentage):
France: 65,885,000 (0.92% of world population)
Pakistan: 186,353,000 (26 % of world population)
Population growth rate:
65,951,611 (Jan 2014 est.) Approximate
Age distribution (population pyramid):

0-14 years: 18.7% (male 6,314,779/female 6,029,258)
65 years and over: 17.9% (male 5,029,801/female 6,769,989) (2013 est.)
This entry provides the distribution of the population according to age. Information is
included by sex and age group (0-14 years, 15-64 years, 65 years and over). The age
structure of a population affects a nation's key socioeconomic issues. Countries with
young populations (high percentage under age 15) need to invest more in schools,
while countries with older populations (high percentage ages 65 and over) need to
invest more in the health sector. The age structure can also be used to help predict
potential political issues. For example, the rapid growth of a young adult population
unable to find employment can lead to unrest.
Population Pyramid
A population pyramid illustrates the age and sex structure of a country's population
and may provide insights about political and social stability, as well as economic
development. The population is distributed along the horizontal axis, with males
shown on the left and females on the right. The male and female populations are
broken down into 5-year age groups represented as horizontal bars along the vertical
axis, with the youngest age groups at the bottom and the oldest at the top. The shape
of the population pyramid gradually evolves over time based on fertility, mortality, and
international migration trends.

Life expectancies (male, female):

Male: 78.45 years
Female: 84.82 years (2013 est.)
Total population: 81.56 years
Rural vs. urban (percentages):
Rural population refers to people living in rural areas as defined by national statistical
offices. It is calculated as the difference between total population and urban
population.
Rural population in France:
Was last measured at 9028170.40 in 2012, according to the World Bank. Rural
population refers to people living in rural areas as defined by national statistical
offices. It is calculated as the difference between total population and urban
population.


Urban population in France:
Was last measured at 56668518.60 in 2012, according to the World Bank. Urban
population refers to people living in urban areas as defined by national statistical
offices. It is calculated using World Bank population estimates and urban ratios from
the United Nations World Urbanization Prospects

Literacy Rates (male, female)
Age 15 and over can read and write
Male: 99%
Female: 99% (2013 est.)
Total population: 99%
Ethnic groups (percentage of total population)
French 92%; Arab/North African 4%; German 2%; Breton 1%; Catalan 1%
Religious groups (percentage of total population)
Roman Catholic 83%-88%, Protestant 2%, Jewish 1%, Muslim 5%-10%, unaffiliated
4%
Overseas departments:
Roman Catholic, Protestant, Hindu, Muslim, Buddhist, pagan
The largest religious group in the French Republic is the Roman Catholic Church.
About 80% of the population identifies as Roman Catholic; however, the majority of
the religious population does not actually actively attend or practice the faith. French
Protestants are known as Huguenots and represent approximately 1 million people in
the country. John Calvin developed the Protestant religion Calvinism in Northern
France. There is also a large Muslim community in the French Republic, made up of

about 5 million Muslims.
The country has been faced with some controversy surrounding the Muslim
community as the government has tried to suppress parts of the faith and parts of the
law associated with the faith. Lastly, while the population is small, there is in fact a
Jewish population throughout the country of France.
Languages spoken (official and other - include percentages):

Sign languages: French Sign Language
Official languages: French

French, Arabic; from other minorities: Breton, Catalan, Basque, Corsican, German,
Flemish
Percentage of languages:
Several regional languages are also spoken to varying degrees as a secondary
language after French, such as German dialects (Alsacian 1.44%), Celtic
languages (Breton 0.61%) and other Gallo-Romance languages (Langues d'Ol 1.25%,
Occitan 1.33%). Some of these languages have also been spoken in neighbouring
countries, such as Belgium, Germany, Switzerland, Italy or Spain.

1.3. ECONOMIC
GDP (Official Exchange Rate):
$2.609 trillion (2012 est.)
GDP - Real Growth Rate:
0% (2012 est.)
1.7% (2011 est.)
1.7% (2010 est.)
GDP - Per Capita (PPP):
$36,100 (2012 est.)
$36,300 (2011 est.)
$35,900 (2010 est.)
Note: data are in 2012 US dollars


Graphical Representation of France GDP Per Capita

Graphical Comparison of the GDPs of France and Pakistan

GDP - composition by sector:
Agriculture: 2%
Industry: 18.8%
Services: 79.2% (2012 est.)
Unemployment rate:
10.3% (2012 est.)
9.2% (2011 est.)
Unemployment, youth ages 15-24:
total: 22.1%
male: 21.2%
female: 23.2% (2011)

Graphical Representation of France Unemployment rate:
Graphical Comparison of the Unemployment rate of France and Pakistan:

Inflation rate (consumer prices) :
0.9% (2013 est.)
2.2% (2012 est.)
2.3% (2011 est.)
Graphical Representation of France Inflation Rate:


Currency name and current exchange rate to PKR
Name of the currency: Euro
The French Euro is issued and managed by the European
Central Bank. This currency is denoted with the currency
sign and the ISO 4217 Code for the French Euro is EUR.
It is divided into 100 smaller units called Cent.
Household Income or Consumption
by Percentage Share:
Lowest 10%: 3%
Highest 10%: 24.8% (2004)
Distribution of family Income - Gini
Index:
32.7 (2008)
32.7 (1995)
Exports:
$567.1 billion (2012 est.)
$593.5 billion (2011 est.)
Exports Commodities:
Machinery and transportation
equipment, aircraft, plastics, chemicals,
pharmaceutical products, iron and steel,
beverages
Exports Partners:
Germany 16.7%, Belgium 7.5%, Italy
7.5%, Spain 6.9%, UK 6.9%, US 5.6%,
Netherlands 4.3% (2012)
Imports:
$641.3 billion (2012 est.)
$681.6 billion (2011 est.)
Imports Commodities:
Machinery and equipment,
vehicles, crude oil, aircraft, plastics,
chemicals
Imports Partners:
Germany 19.5%, Belgium 11.3%, Italy
7.6%, Netherlands 7.4%, Spain 6.6%,
UK 5.1%, China 4.9% (2012)

Exchange Rate: 1 EUR = 137.11 PKR
Currency stability (5 year graph compared to PKR):


CHAPTER 2: GOVERNMENT
This stage will tell us about Frances political structure. Is the county democratic?
How prevalent is corruption? How stable is the government? Well carefully study
these questions and their answers.
2.1. GOVERNMENT TYPE
The government of France is
Presidential
Republic
HEAD OF STATE:
The head of state and head of the executive is the President. Since May 2012,
France's president is Franois Hollande. The President, who is also supreme
commander of the military, determines policy with the aid of his Council of Ministers.
The residence of the President of the French Republic is the Elyse Palace in Paris.
Date government elected or appointed:
Date of elected or appointed government of France is 1815.
Date of next national election:
The Next French presidential election is scheduled to be held in April and May 2017.
However, it might be held earlier under exceptional circumstances
Countrys views on trade:
Second to Germany, France is the second largest exporter and importer in
Europe. Since January 1 1995, France has been a part of the World Trade
Organisation, existing both as an individual nation and as part of the EU.
Tariffs, quotas, embargoes:
Tariff rate, applied, simple mean, manufactured products (%) in France was 1.42 as
of 2011. Its highest value over the past 23 years was 5.86 in 1990, while its lowest
value was 1.42 in 2011.
Parliament passed a law on 1 March that will require that women fill 40 per cent of
high-level public service workers - including prefects and ambassadors. This week
the European Union launched a public consultation on the number of women on
corporate boards. France is one of the few countries that have successfully
embraced quotas.

The European Union should maximize the pressure on Irans economy by imposing
an embargo on oil imports from the country by the end of this month, the French
foreign minister said on Tuesday.
2.2. Political Issues
Political situation:
France is a semi-presidential representative democratic republic, in which the
President of France is head of state and the Prime Minister of France is the head of
government, and there is a pluriform, multi-party system. Executive power is
exercised by the government. Legislative power is vested in the government, Senate
and National Assembly. The judiciary is independent of the executive and the
legislature.
Stability of government:
France's government is stable. Members of the lower house of parliament (the
Assemble National) are elected just after the presidential elections and for the
same period of time, five years. The president's party (whatever it is) usually wins a
majority by itself, meaning that it is does not have to bow to coalition associates.
Corruption in France:
Corruption in France describes the prevention and occurrence of corruption in
France. France has ratified several important international anti-corruption
conventions such as the OECD Convention on Combating Bribery of Foreign Public
Officials in International Business Transactions and the United Nations Convention
against Corruption. In generally, investors do not consider corruption a problem for
doing business in France, and companies operating in France generally have a good
reputation of corporate social responsibility. The French National Assembly has
proved two bills for combating tax evasion. However, in recent years there are
several corruption scandals involving high-ranking public
officials, and public works and the defence industry are
considered the most affected by corruption.
Military role in France:
The French Armed Forces encompass the French Army, the
French Navy, the French Air Force and the National
Gendarmerie. The President of the Republic heads the armed
forces, with the title "chef des armes" ("chief of the military
forces"). The President is the supreme authority for military
matters and is the sole official who can order a nuclear strike
The purpose of the French defence organization is to ensure

at any time, under any circumstances, and against any kind of aggressionthe
security and integrity of Frances national territory, as well as the life of the French
population. This vast defense concept considers any internal or external threat and
also any emergency situation or crisis whether it originates in human, accidental, or
environmental causes. It also covers military intervention outside national territory.
The three main components of Frances defencecivil, military, and economic
aspectsthat rely on the civilian and military defence capabilities of the nation are
operated by various state departments. All of these departments are under the
command of the president of the republic and the prime minister, aided by
specialized governmental offices.
2.3. Political issues Affecting Business Climate
March 2014 Unemployment reaches new record high: almost 3.35 million out of work
in France. President Hollande's main election pledge was to cut unemployment
massively and durably; but it has increased by about 140,000 since he took office.
The public deficit in 2014 was 4.3% of GDP, meaning that the government missed its
target of 4.1%, and seems unlikely to reach the EU-imposed target of 3% in
2015.Public spending in France, among the highest levels in the world, reached
57.1% in 2013.(Figures from INSEE - the French government statistical office)
Two major weaknesses of the French economy:
1. The high level of corporate taxation in France
2. Employee rights
Strengths of the French economy:
In many sectors, the French economy is among the strongest in the world. France is
among the leading industrial economies in the automotive, aerospace, and railways
sectors, as well as in cosmetics, luxury goods, insurance, pharmaceuticals,
telecoms, power generation, defense, agriculture and hospitality.
Regarding its labor market, France has one of the highest levels of graduates, and
the highest number of science graduates per 1000 workers of any European country.
As a result of its hands-on approach to economic management, France has been
able to ensure some remarkable economic success stories. Among the most visible
of these is France's world-leading success in the field of rail infrastructure. France
was the first country in the world to propose, plan and set up a dedicated high-speed
rail network; today the country can boast the world's second most extensive high-
speed rail network (after Spain), one which runs without interruption from the North
Sea to the Mediterranean, and east-west from near the German border to the lower
reaches of the Loire.

2.4. Human Abuses in France
Police abuses and detention conditions:
In 2004, the Inspector General of the National Police received 469 registered
complaints about illegitimate police violence during the first 11 months of the year,
down from 500 during the same period in 2003. There were 59 confirmed cases of
police violence, compared to 65 in the previous year. Nine investigations concerning
police abuse in this police station were done in 2005 by the IGS inspection of police.
Discrimination:
The ideal republican (republican ideal) intends to achieve equality in rights between
French citizens. To this end, in the national census, the collection of statistics
regarding ethnicity or religion is forbidden. In 2004 there were 1513 explicitly racist or
anti-Semitic incidents in France, including 361 acts of violence.
Promotion of a local language or culture has finally been allowed, but under severe
restrictions which effectively make it difficult to publish, organize classes, or media
broadcasts.
Child Labor Issues:
Child labour is illegal in France and the first law forbidding the employment of
children less than 8 years old goes as far back as the 22 March 1841. The French
strongly disapprove of the intensive exploitation of young children in other countries.
With regard to other countries they think that the exploitation of young children is
reprehensible, but they are unable to impose their views on other nations or force
them to put laws in place that prevent it. Anyone under 18 can only work 7 hours a
day and only 35 hours a week. They also cannot work between 10 pm or 6 am.
Gender issues:
Compared to other countries, France has always been rather late in adopting gender
equality as a goal and designing policies to achieve it. Men earn 37% more than
women; this gap reaching 44% among men and women in the working class.
Women in the lower paid jobs earn 91% of men salaries whereas the 10% of better
paid women only earn 75% of the average male salary.
On average, women spend almost 3 and a half hours doing housework whereas
men only spend 2 hours cleaning, dusting and ironing. Women also spend twice as
much time taking care of children or dependent adults.
2.4. Legal Issues

France has ratified several important international anti-corruption conventions such
as the OECD Convention on Combating Bribery of Foreign Public Officials in
International Business Transactions and the United Nations Convention against
Corruption. In generally, investors do not consider corruption a problem for doing
business in France, and companies operating in France generally have a good
reputation of corporate social responsibility
Bribery:
Bribery investigations from South Africa to France are ongoing, including bribery
claims of Jacques Chirac, Dominique de Villepin and Jean-Marie Le Pen bribery
claim from Gabon ex-president Omar Bongo. In September 2011 was judged
Bernard Granie of 300 000 bribery from Provence Recyclage
Grafts:
France has very strict regulations, in part stimulated by problems of public health and
ethics that have emerged in recent years and also in part as a result of a report by
the 'Inspection Gnrale des Affaires Socials' on the removal and grafting of human
tissues in May 1993. These have resulted in two laws on bio-ethics being passed, in
July 1994, that are the basis of current legislation and represent the first steps in
differentiating between organs and tissues or cells. The French legal framework
covering tissues and cells of human origin has been increased to include a large
number of legislative texts and regulations.
Copyright Infringements
French copyright law) developed in the 18th century at the same time as copyright
developed in the United Kingdom. French copyright law is defined in the Code de la
proprit intellectuals, which implements European copyright law (directives). Unless
otherwise stated, references to individual articles are to the Code de la proprit
intellectuals. Two distinct sets of rights are defined:. Proprietary rights (droits
patrimoniaux) Moral rights (droits moraux)
French copyright law in spring 2006. This law, voted by the French Parliament on
June 30, 2006, implements the 2001 EU Copyright Directive; however, there existed
considerable differences of opinion as to how to implement the directive, in many
respects.
Under Art. 55 of the Constitution of 1958, a ratified treaty is superior to French
domestic law. Hence the conflict of laws provisions of the Berne Convention will be
used in determining the applicability of the French Code de la proprit intellectuals.
The public domain under French copyright law:
A work enters the public domain (domaine public) once the proprietary rights over it
have expired. It may then be used without charge, so long as the moral rights of the

author are respected.[8] Notably, the name of the author and the original title of the
work must be cited.
Intellectual property issues:
French copyright law is defined in the Code de la proprit intellectuals, which
implements European copyright law (directives). Unless otherwise stated, references
to individual articles are to the Code de la proprit intellectuals. Two distinct sets of
rights are defined:. Proprietary rights (droits patrimoniaux) Moral rights (droits
moraux)
A non-exhaustive list of certain points of French Law, which may be of particular
comparative interest to common lawyers, is set out below. However, the said points
may never be considered in isolation and should not be relied upon without first
consulting a fully trained and qualified French attorney specializing in the specific
field of intellectual property.
Within France and internationally, rights are protected according to the date of
registration. The protection afforded to intellectual property rights is generally
presented in the following three categories. Recognition of intellectual property rights
outside of France recognition within the European Union by European Patents
recognition and protection under French Law.
Labor standards:
France and Canada also have different legal cultures, enabling a discussion of how
national jurisdictions actually appropriate international labor standards international
labor law (also called "labor standards") is the body of rules spanning public and
private international law which concern the rights and duties of employees,
employers, trade unions and governments in regulating the workplace. The
International Labor Organization and the World Trade Organization have been the
main international bodies involved in reform labor markets. A 35-hour workweek was
established in France in 2000, although this standard has been considerably
weakened since then. Workers may agree with employers to work for longer, but the
extra hours are payable overtime.
CHAPTER 3: COMPANY / PRODUCT - CURRENT STATUS
In order to successfully market our product in your France, we need to have a
thorough understanding of the Pakistani situation. We have chosen AL-Noor Rice
Mill that is basically a rice mill, which produces the rice of different qualities.
3.1. RICE IN PAKISTAN


INTRODUCTION AND IMPORTANCE:
Rice occupies 2.5 million hectare that is 10.9% of the total cultivated area with
production of 5.1 million tonnes of milled rice. In Pakistans agrarian economy rice
plays multifarious roles. Firstly, it is second staple food and contributes more than 2
million tonnes to our national food requirement. Secondly, rice industry is an
important source of employment and income for rural people. Thirdly, it contributes in
the countrys foreign exchange exchequer. For instance, during 1999-2000 about 2
million tonnes rice of worth 26 billion rupees was exported. The barter trade on
Afghanistan border was in addition to this export. The significance of this commodity
in our economy is evident from the above facts. Therefore, it is imperative to focus
on the efforts needed to further improve its competitiveness in the international
market.
In Pakistan, rice is grown under diverse climatic and edaphic conditions. Basmati
predominates in traditional rice tracts of Punjab (zone 2). In Swat (zone 1) at high
altitude mountain valleys, temperate Japonica rices are grown. In the South of
NWFP, Sindh and Balochistan (zones 3 and 4) IRRI type long grain heat tolerant
tropical rices are grown.
Production and Yield of Rice
Rice accounts 2.7% of the value added in agriculture and 0.6%of GDP.
21% of global human energy and 15% of protein per capita.
Provides minerals, vitamins, and fiber.
From US $2.18 billion in 2009-10 to US$1.92 billion in 2012-13.
UAE, Iran, Saudi Arabia, Kenya and Afghanistan.

Production and Yield of Rice
Year Area (000) Production (000) Yield (kgs/Hect.)
2008-09 2,963 6,952 2,346
2009-10 2,883 6,883 2,387
2010-11 2,365 4,823 2,039
2011-12 2,571 6,160 2,396
2012-13 2,311 5,541 2,398
Federal Bureau of Statistics, Government of Pakistan

3.2. Corporate Profile
Name: Al-Noor Rice Traders
Address: Syedna Tahir Saifuddin Road,
Near City Court Karachi, Karachi.
Locations: S-119 Mauripur Road, Gulbai,
S.I.T.E, Karachi, Pakistan-74200
About Al-Noor Rice Traders:
Al-Noor Rice Traders was established with a dynamic vision of becoming a leading
exporter of Pakistan in the rice industry. Today Al-Noor Rice Traders is one of the
leading exporters and providers of superior quality rice from Pakistan. Al-Noor Rice
Traders has concentrated its resources and competencies in the business area to
secure its own differentiated unique quality.
Tag Line:
Where Rice Become Jewels
Mission:
To be leading, innovative, and dynamically growing export firm in the field of Rice
exports. Reliability, Efficiency, Strict Quality Control, Timely Delivery & Competitive
Prices.
Success:
Built on our ability to provide best and excellent Pakistani Rice with integrated
Quality to meet the specific needs of the customers by understanding the nature of
their business and requirement Excellence in Quality is our Aim, That's why we say
"Where Rice Become Jewels Because we treat it like a jewel."
Our History:
In 1984 the family members under the name of started the company, AL NOOR
RICE TRADERS. Initially it was started as a trading company, which was supplying
to the local customers. By the end of 1987 the company extended its services
outside the domestic boundaries with its exports to U.A.E. and then to the rest of the
world. Due to its quality assurance and vigilant control over the foreign consignments
the company became reputed for its quality exports.

Our People:
We owe all of our success to our loyal customers and our hardworking employees.
We are what we are due to the immense hard work put in by our employees. We
train our employees on a regular basis and hold in-house workshops and training
programs to develop our workforce effectively and efficiently. Our competent staff is
dedicated and hardworking, helping us carve a niche for ourselves in the market.
Corporate Structure:
Basically a hierarchal structure exists in the firm. In the Upper Level of Management
there is the Managing Director. The workforce of the company includes a team of
well-qualified R&D staff, quality personnel, supervisors, marketing professionals and
other skilled workers. The packaging and warehousing departments of the company
are built in tandem with the latest technological systems in the field of hygienic
packaging standard and storage. We aim to facilitate our clients with healthy and
quality rice and take all imperative actions in this regard at all times.
Number of Employees:
In the lower level of management there are:
Total 21 employees are working.
6 employees are on payroll.
15 employees are on wages.
Status Salary
Permanent Employee (1 person)
Rs: 15,000 20,000
(Approximately)
Daily Wages:
Loading
Unloading
Refill sacks
Dry Rice
Rs: 800 1200 per day
(Approximately)

Product Line:
1. SUPER KERNAL BASMATI
Super Kernal Basmati Rice is one of the greater types of basmati rice grown
primarily in the foothills of the Himalayas. Basmati is a variety of long grain rice,

famous for its fragrance and delicate flavour. Its name means "QUEEN OF
FRAGRANCE". Right from the period of Indus Valley Civilization, the grain of rice-
with its silky sheen, fragrant aroma, pointed edges, and is easily known for its length,
which is almost four times greater than its width. Uniformly made Super Kernel
Basmati a staple in almost every corner of the world and delicate flavour-
delighted rich & poor equally in all conditions
Though rice is produced all over the world, the finest of all qualities-
SUPER BASMATI is produced only in the Indian subcontinent for hundreds of years.
The Super Basmati, a premium variety from Pakistan. The best basmati rice in the
world is cultivated in the fertile soil and emerald green paddy fields of Punjab-
Pakistan. Punjab, the land of five rivers, with its elaborate canal irrigation system is
the biggest rice-producing province. The fertile land of the foot hills of great
Himalya's combined with ideal climate provides the perfect conditions for production
of the King of Rice-BASMATI. Being the homeland for basmati-the leading aromatic
rice, Pakistan has a monopoly over its trade.
2. BASMATI D-98
Pakistani Basmati D-98 (Sugdasi) Rice is famous for its smell and cooking all over
the world. D-98 Basmati Rice from Sindh, Province of Pakistan, is also known to the
world as SINDHI BASMATI. Due to its extra long length, rich pearl white colour and
highly aromatic grain, it is more demand now than PK385 basmati rice. This type of
rice is a vital food for the popular of the world today and is considered one of the
best types of basmati now known.
D-98 is one of the best basmati grown in the Province of Sindh Pakistan. The areas
containing rich soil and the perfect conditions in Sindh, Pakistan, D-98 has been
growing for over a decade.
3. IRRI-6 LONG GRAIN WHITE RICE
IRRI-6 is the low priced, high volume rice. This variety is grown in the Lower Sindh
province of Pakistan and is a major export quality to a number of Middle Eastern and
African Ports. International Rice Research Institute has also evolved this variety. It is
classified as long grain rice having the length of grain between 5.70 mm to 6.80 mm.
It is non-aromatic variety. On cooking its elongation ratio is lower than all the other-
mentioned varieties. Thickness is observed in the grains on cooking. It is the
cheapest quality of rice in Pakistan.
4. KS-82 LONG GRAIN WHITE RICE
KS 82 is the Sindh rice variety also termed as DR Rice or 282 rice. KS-82 or 282 is
the long grain non-basmati rice slightly superior to Irri-6 rice quality. Long Grain KS-
82 its a kind of its own connects to the cultivation of Sindh varieties.

Slightly superior to Irri-6, KS-82 is often specially requested by expatriates in
the Middle East and various parts of Asia. Its cooking is can be identified with no
thickness in width on cooking. That will simply overcome the perception of an entity
enjoying a meal.
Supply Chain:

Quality Assurance
AL-NOOR RICE TRADERS, an ISO 9001:2008 & HACCP certified company, is one
of the few rice companies to have in-house laboratories to have systematic
examination systems for quality checking of paddy and rice to ensure best quality
end products. We have in-house quality check laboratories for the physical and
microbial inspection of incoming and outgoing material.
The quality assurance systems at ANRT make sure that the products being
distributed all over the world is of high standards and quality with utmost hygiene.
Export experience:
Pakistan is a major rice exporter and is forecast to export 1.8 MMT, consisting of 1.2
MMT of IRRI and 600,000 MT of Basmati, during MY 2001/02.
Al Noor Rice Traders are already exporting their products to Saudi Arabia, Australia,
United States, United Arab Emirates, Oman, Qatar, United Kingdom, Bahrain, and
Kuwait.

Successful Company Domestically:
With the formulation of the Quality Management System, we have ensured stringent
quality control requirements. Also, we have been granted ISO 9001-2008, HACCP.
The Company has received a Certificate of Registration Karachi Chamber of
Commerce (KCCI) and Rice Export Association of Pakistan (REAP) for meeting
world-class standards. We stand committed to quality, timely shipments and trust,
creating quality relationships with our clients, the world over.
CHAPTER 4: MARKETING RICE IN FRANCE
We are planning to export Rice into France. In order to successfully market our
selected product in France, we need to have a thorough understanding of the target
market and culture in France. Begin by examining our product i.e. Rice and
determine if there is a market for rice in France. For this we will need to review the
culture of France in relation to the product selected.
4.1. CULTURE
Languages spoken
French 100%, rapidly declining regional dialects (Provenal, Breton, Alsatian,
Corsican, Catalan, Basque, Flemish)
Business language
The official language of France is French or Francais. It is one of the most important
languages in the world and spoken by about 300 million people around the world as
a mother tongue or fluent second language. It descends from the Latin of the Roman
Empire.
French has significant populations in 54 countries including Canada, Belgium,
Switzerland, Luxembourg, and the United States. It is an official language in 41
countries, most of which form La Francophonie, the community of French-speaking
nations. French as a foreign language is the second most frequently taught language
in the world after English
Acceptable Topics of Conversation
Food/praising French cuisine art, music, and philosophy sports (soccer, tennis,
The Tour de France (bicycle race), Olympics in season)) current events/history.
Topics to Avoid

It is extremely bad manners to ask an individual about his political leanings or
who he has voted for. You can inquire about the political system in France or
about public opinion of political leaders.
Never criticize Napoleon, who has a lasting identity with the French spirit.
Refrain from using the standard U.S. conversation opener, "What do you do?"
Avoid making personal inquiries in the course of a conversation, especially during
first introductions.
Non-Verbal communication
There are various types of non-verbal communication that are commonly practiced in
France. The following cues the many different types of non-verbal communication
that both you & I engage in absent-mindedly.
BODY GESTURES:
Kissing:
In France, it is widely practiced for one to greet another with a kiss on the cheek. The
French trade our regular hello and goodbyes handshakes to kisses on both cheeks.
It is a norm to start off with the right cheek, and often there isn't a lip-to-cheek
contact.
Hand movements:
In France, there are several hand movements that are often used. The
commonly used "OK" sign in America means the number ZERO in France.
By holding up a fist and holding up in front of the nose indicates that someone is
drunk.
Using your index finger to pull the skin under your eye signifies, "I don't believe
you."
Personal Appearance:
In France, it is very important to sit up & stand up straight. Children are constantly
reminded to follow the procedures as it is known as a form of disrespect if one were
to slouch.
Use of Humour:
The French have jokes, but do they have a sense of humour. Before the French
revolution of 1789, the word Humour was hardly known. People knew esprit (wit),
farce (prank), buffooneries (drollery) and Humour (a state of mind, or mood), but not
Humour. Only in 1878 did the French Academy, the institution that stands guard over
the French language, accept Humouristique as a French word. A year later Edmond
de Goncourt used Humour without italics as a French word in his novel Les Frres

Zemganno, but not until 1932 did the academicians gives their approval to the noun
Humour.
Business Customs Including Greetings, Gift Giving, Dress, Tipping, Time
Management:
Attitudes and values are the foundation of every countrys culture, and are the
building bricks for developing business culture. Cultural influences, communities.
Attitudes and behavior vary within and across nations and within and across
ethnicities, and are strongly embedded in
Business executives who hope to profit from their travels to France should learn
about the history, culture, and customs of the areas that they wish to visit. Flexibility
and cultural adaptation should be the guiding principles for doing business in this
country.
Cuisine:
Food is one of the great passions of the French people. French cooking is highly
refined and involves careful preparation, attention to detail, and the use of fresh
ingredients. It varies by region and is heavily influenced by what is grown locally.
French Family Values:
The family is the social adhesive of the country and each member has certain duties
and responsibilities. The extended family provides both emotional and financial
support. Despite their reputation as romantics, the French have a practical approach
towards marriage. Families have few children, but parents take their role as
guardians and providers very seriously.
Relationships - Public vs. Private
The French are private people and have different rules of behaviour for people within
their social circle and those who are not. Although the French are generally polite in
all dealings, it is only with their close friends and family that they are free to be
themselves. Friendship brings with it a set of roles and responsibilities, including
being available should you be needed. Friendship involves frequent, if not daily,
contact.
Etiquette & Customs in France
Meeting Etiquette:
The handshake is a common form of greeting. Friends may greet each other by
lightly kissing on the cheeks, once on the left cheek and once on the right cheek.

Gift Giving Etiquette:
Flowers should be given in odd numbers but not 13, which is considered unlucky.
Some older French retain old-style prohibitions against receiving certain flowers:
White lilies or chrysanthemums as they are used at funerals; red carnations as they
symbolize bad will; any white flowers as they are used at weddings.
Prohibitions about flowers are not generally followed by the young. When in doubt, it
is always best to err on the side of conservatism. If you give wine, make sure it is of
the highest quality you can afford. The French appreciate their wines. Gifts are
usually opened when received.
Dining Etiquette:
If you are invited to a French house for dinner: Arrive on time, sends flowers the
morning of the occasion so that they may be displayed that evening and dress well.
Business Etiquette and Protocol in France
Relationships & Communication:
French business behavior emphasizes courtesy and a degree of formality. Mutual
trust and respect is required to get things done. Trust is earned through proper
behavior.
Creating a wide network of close personal business alliances is very important.
If you do not speak French, an apology for not knowing their language may aid in
developing a relationship.
It is always a good idea to learn a few key phrases, since it demonstrates an
interest in a long-term relationship.
The way a French person communicates is often predicated by their social
status, education level, and which part of the country they were raised.
In business, the French often appear extremely direct because they are not afraid
of asking probing questions.
Written communication is formal. Secretaries often schedule meetings and may
be used to relay information from your French business colleagues.
Business Meetings Etiquette:
Appointments are necessary and should be made at least 2 weeks in advance.
Appointments may be made in writing or by telephone and, depending upon the
level of the person you are meeting, are often handled by the secretary.
Do not try to schedule meetings during July or August, as this is a common
vacation period.
If you expect to be delayed, telephone immediately and offer an explanation.
Meetings are to discuss issues, not to make decisions.
Avoid exaggerated claims, as the French do not appreciate hyperbole.

Role of men, women and children at home in France:
The men worked very hard if youre talking about later times, then the men framed
and produced foods they did it because the women stayed inside to clean and sew.
Women in New France took care of the children ran the households well as worked
outside. Women had to clean and tidy the house chamber pot, once a month they
washed floors by sprinkling water on the floor. At first, New France had a very low
number of women. They were usually privileges they had very few rights thought.
Married women could not be sued or sue could not easily carry on business dispose
of own property without the husband permissions.
Children in France are well taken care of by the government all children are offered
excellent childcare in a safe environment. Not only does the government offer public
child care it also make sure the family receives enough money to raise their children.
The majority of childrens are in good health immunization records and do not suffer
from poverty
Role of men women and children at work:
Men have worked outside the home and served as the sole breadwinner for the
family. They held some of the holds powerful jobs in society including doctor lawyer
and politician in recent years more men have expressed a desire to take on the role
of primary caregiver to the children
French women are participating fully in the labor market this is hardly surprising
since a higher proportion of women than men (28% as against 25%according to euro
stat) have higher education qualification. 64.1% French women are worked outside
the home 2% more than the EU average. Fewer of them than other European
women work part time French women are independent.
The majority of preschool children attend state-run day cares known as crches.
France has laws about naming children. Until 1993, all names had to be chosen from
an official list. Today, public prosecutors can still reject a child's name. Children were
dressed like miniature adults and were expected to behave much the same way: like
small people with no rights.
Business Negotiation
French business emphasizes courtesy and a fair degree of formality.
Wait to be told where to sit.
Maintain direct eye contact while speaking
Business is conducted slowly.
You will have to be patient and not appear ruffled by the strict adherence to
protocol.
Avoid confrontational behavior or high-pressure tactics.

French Negotiation Style:
The French culture and values:
The French are proud of their history and their prominent culture is influenced by a
mix of cultural and historical differences. One of the characteristics of the French
culture is the centralization.
Power distance:
France is getting more moderate. France for his model, it was the only country
scoring high on power distance. Nowadays, the hierarchy is usually to be respected.
Individualism VS Collectivism:
French love uniqueness and freedom of opinion both in society and in business. The
individualism is therefore a very important cultural characteristic.
Achievement VS Nurturing:
The French place more interest in quality of life (nurturing) than on their career
(achievement). Its obvious in the way they defend their rights concerning their 5-
week paid holidays and other social advantages and benefits
Uncertainty avoidance:
The French pay a lot of attention to rules and regulations. Moreover, the French
dont like ambiguity and they try to reduce them by establishing formal rules in order
to avoid ideas and behaviors they dont desire.
Types of Conflicts
1. Substantive conflict
It is a fundamental disagreement over the ends or goals which are to be pursued and
the means for their accomplishment.
2. Emotional conflict
These are the interpersonal difficulties that arise over feelings of anger, mistrust,
dislike, fear, resentment, etc.
4.2. IMPORTANCE OF RICE IN FRANCE
Successful rice production began in the 18th Century in the Camargue region,
thanks to its abundant solar radiation. Up until the 1930s, the main objective of rice
production was to control the salinity that menaced the Camargue and threatened it
with desertification. Today, japonica rice varieties are planted under irrigated

conditions, from April-May to September-October, on large and highly mechanized
farms.
France is not a major rice producer, even within Europe, but it is a major contributor
to sustainable rice production at the global level. Through its Centre de Coopration
Internationale en Recherche Agronomique pour le Dveloppement (CIRAD), France
has provided support to various national rice programmes around the world.
French people do not eat much rice (about 7 kg/person/year). Despite this limited
consumption, France must import rice yearly to meet local demand. Rice yield in the
Camargue region has stagnated over the past decade. Taking advantage of the rich
French cuisine, farmers in Camargue turned to producing high quality rice for special
dishes. Theroul de feuilles de riz au thon, or "rolled rice with tuna fish", is an example
of Camargue's specialty cuisine.

France 2012 Rice Production Declines Due to 16% Shrinkage in Acreage:
In 2012, rice yield in France is estimated at around 5.9 tons per hectare, up about
11% from around 5.3 tons per hectare in 2011. However, production declined around
6% from 132,000 tons in 2011 to around 124,000 tons last year mainly due to
reduction in rice acreage.
According to Eurostat, area under rice cultivation in France has declined to around
20,800 hectares, down about 16% from around 24,660 hectares in 2012.
More than 3.5 billion people worldwide depend on rice for more than 20% of their
daily calories. An excellent source of complex carbohydrates, it is also rich in
nutrients and contains vitamins and minerals. A lot of these nutrients, however, are
lost during milling and polishing. More than a billion people depend on rice cultivation
for their livelihoods. About 90% of rice is grown in Asia's 200 million rice farms, most
of which are smaller than one hectare. Rice-growing is the main economic activity of

millions of rural poor in this region. Rice is the fastest growing staple in Africa with
this region contributing to about 3.4% of the world's production as in South America.
CHAPTER 5: INTERNATIONAL MARKETING PLAN
PRODUCT:
1. What needs/wants does rice fulfil in France?
Rice is a food which will provide adequate nutrition to the people of France for a
healthy life.
2. Who is the target market (consumer) of the product? How often will they
purchase the item?
Our target market (consumer) of the Rice is both rich and poor people or you can
say that local people. Our product is categorized among those products which are
used by every person in the daily life or once in a week.
3. Are purchases affected by climate?
No, our product is not affected by the climate. Whoever our product is used by any
season. But our product will get affected by water.
4. Are purchases affected by geography; for example infra-structure or
Transportation problems?
No, our product purchases are not affected by geography. But it is used and
transport in any place.
5. Does your product have a conflict with the traditions, habits, or beliefs of
the customers in your selected country?
No, our product does not have any conflict with traditions or beliefs of the customers
in France. But may be some customers may not be very fond of rice so, rice perhaps
has some conflict with the habits of the customers.
6. What makes your product(s) unique for the countrys market?
Pakistan provides best quality of the rice in the world while France is not good to
cultivate of the rice. And this make our product is unique to the Franca markets.
7. What competing products are already available in your selected country?
If possible state the product and company names that are being sold
currently in your selected country.
i. Food For Life Brown Rice or Multi-Seed Muffins
ii. Lundberg Farms Organic Rice
iii. Lundberg Farms Organic Brown

iv. Quaker Gluten Free Rice

8. What are the competitive advantages of your product or business over
other domestic and international businesses?
The advantage is that in France, the quality of the rice is not as good as compared to
the Pakistan rice quality, and the production of the rice is occur in large point in
Pakistan. So, if we do international business or domestic then we get a profit on
export of the rice.
9. Why will international buyers purchase the product from your company?
There are three different types of rice: japonica, javanica, and indica. Japonica rice
varieties are high yielding and tend to be resistant to disease. Javanica types of rice
fall between japonica and indica varieties in terms of yield, use, and hardiness. As
our provided type of rice is resistant to diseases, this will be helpful for their healths.
Rice is mostly eaten steamed or boiled, but it can also be dried and ground into flour.
Like most grains, rice can be used to make beer and liquors. Rice straw is used to
make paper and can also be woven into mats, hats, and other products.
10. How complex is your product?
As we are introducing the rice mill so there is no complexity involved in product.
11. What skill or special training is required to:
a) Install your product?
b) Use your product?
c) Maintain your product?
d) Service your product?
No special skills or training is required for using our product; actually we are
introducing a rice mill which comes under the category of food and beverages so
there is no need for installation, maintenance or servicing the product.
12. What other items, equipment, services are required to use your product in
the selected country?
The service which we are giving to the customers in France is to provide the sample
of our product. Sample will be sent to customers by air cargo on the "Freight
collected" basis. Ups and Fedex services will be used for this purpose.
13. How much inventory will be necessary to sell overseas?
Approximately One million ton is required.
14. Will your product be restricted abroad; for example tariffs, quotas, or Non-
tariff trade barriers?

Yes, we are exporting our product in France so there are definitely taxes on export,
and they will also allow us for limited exporting. But as that country is not good in
agricultural products so it will give us benefit to generate profits.
15. What product-labelling/standard concerns are associated with your
product?
As our rice mill logo is in English but in France they speak French so we have to
change the logo accordingly for them when introducing our product. And also we
have to communicate with them in their language.
PRICING:
16. Using the domestic pricing model, can consumers in your country afford
your product?
As in domestic market, the price at which the firm product or service sold directly
determines firms revenue. If price is too high the product will not sell, if the price is
too low, export activities may not be profitable.
17. What factors do you need to consider when setting prices in your selected
country?
Cost
Profit
Market demand
Industry standards
Segment your customers
18. Are your products sales very sensitive to price changes?
Yes, because consumer demand for product is changed by cost of product. It help
the manufacturer to study consumer behavior and assist them making good decision
about the product.
19. How important is pricing in your overall marketing strategy?
Since pricing has direct impact on companys revenue, and thus profit, setting right
price is essential for company success. Pricing contributes how consumers perceive
the company product.
20. What additional costs will you incur bringing your product to your
selected country?
Additional cost include the following
Market research
Business travel
International postage, cable, telephone rates
Commissions, training charges
Other cost involving foreign representative

Consultants
Product modification and special packaging
PROMOTION:
21. What advertising material will you use?
In France, French must always be used as the language of publicity and advertising:
English slogans and phrases may only be used with accompanying French
translations.
Though advertising has been at the heart of French culture since the end of World
War Two, it has also been the centre of debate. On the one hand, it is embraced as
a natural product of capitalism; on the other, it is scorned for being manipulative and
vulgar.
All the advertising outlets that well use would be available in France. However,
word-of-month is much more highly revered, we must make sure that we use such
types of strategies that get noticed; we promote our message on a regular basis.
Stretch our money through as many small channels as possible: local newspapers,
brochures, flyers, etc.
22. What media would you use to advertise your product?
We use print media and advertising media for promoting our product because we
promote our message on a regular basis, Make yourself newsworthy if possible. Run
a promotion, or maybe an extravagant event on the day of opening. Let local
newspapers know our plans, maybe they'll do a small article about it. Don't
overreach. Instead of aiming at mass markets, consider niche and build upon your
name. The more money you reap, the higher you can aim. Catering for your select
market will also help to maximize referrals
23. What cultural concern must be addressed in your advertising?
Cultural sensitivity and understanding of protocol is paramount to effective marketing
in France. The intricacies of a nation, its beliefs, even its superstitions, can make or
break your business. Know the French market; immerse yourself in it. Never assume
your marketing strategy will be transplantable to a foreign country. There is only a
slim chance language will translate well. Anglophonic countries may be susceptible,
but if your product or service plays on a quintessentially British characteristic or joke
the chances are, it will not be well received.
24. What are your sales promotion techniques?
Sales Promotion: Everyone wants to increase sales and usage of a product or
service. One of the best ways to do this is through sales promotion. Here are a list of
typical sales promotions in France:

Buy-One-Get-One-Free: This self-liquidating promotion, which generates enough
extra sales to cover the cost of the offer.
Customer Relationship Management: Includes incentives such as bonus points
discount coupons. Many industries employ this type of promotion.
New Media: For instance, via mobile phones and the internet. Competitions are
often a high-yielding way to get customers to both buy a product and visit your
website.
Discounts: Let you customers know about cut-prices, or upcoming sale.
Joint Promotions: Synergy between two brands to help promote one another. For
instance, McDonalds often market free tie-in toys to the latest blockbuster film.
Free Sample: Use marketing capital toward hiring promotional staff to work on high
street or in supermarkets, giving out free samples of your product.
PLACEMENT:
25. Will you sell directly to the customer or will you use a retailer, sales agent,
joint venture, or some other arrangement to sell your product?
We will sell our product in France through retailers and wholesalers. Because we are
entering in a totally new market so to gain customers well approach them via
retailers.
26. Do specialized outlets exist in your selected country to market to various
target markets?
No, in the start we will just reach our target consumer through retailers. Our product
is Rice so it will be more convenient to reach the customers via pre-established
retailers.
CHAPTER 6: RECOMMENDATIONS AND CONCLUSIONS
By the end of this report we reached to the conclusion that we should export our rice
to France. France is a country which exports rice from other countries. Pakistan is
counted amongst the best Basmati Rice exporter in world. After Pakistan, Indian
Basmati Rice is more preferable but when it comes to make a choice between
Pakistani and Indian Basmati, Pakistani Basmati is given the 1
st
preference.
Moreover, we are not having any conflict with the Culture or and Geographical
factors. Well have to bear the cost of transportation because of wide geographical
boundaries. Along with that some tariffs will also be imposed. But as our company is
operating very successfully in Pakistan and is ISO certified, it also have a very good
exporting experience in other countries too, so we are expecting that Al Noor Rice

Traders will grow more in France and this expansion will bring a positive
improvements in their Revenues.
REFERENCES:
1. Samik Sarkar, (2012), market entry strategy of Kohinoor basmati rice in
Tunisian market by sildeshare.
2. AgroSup Dijon 26 Bld Dr Petitjean, (2013), The World Market of Fragrant
Rice, Main Issues and Perspectives by International Food and Agribusiness
Management Review Volume 16, Issue 2.
3. Inocent Juttni,(2013), RICE MILL PROJECT BY GCUF STUDENTS OF
BANKING AND FINANACE, by slideshare.
4. Muhammad Rehan, (2013), PAKISTANI BASMATI RICE MARKET, by perzi.
5. Retrieved 17 November 2013, Business Anti-Corruption Portal, GAN Integrity
Solutions by wiki.
6. Jim Hoagland, 18 June 2008,"France's Whirlwind of Change", Real Clear
Politics, by wiki.
7. economie.gouv.f, 2013-2017, FRANCE STABILITY PROGRAMME by tresor.
8. Denis Vaultier, (2013), The Militarys Role in Homeland security in France, by
pdf.
9. Economic news, (2014), Overview of the French economy, by French
economy.

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