Professional Documents
Culture Documents
Pakistan
Table of Contents
History....................................................................................................................3
Global Structure3
Organization Structure.....3 3.1.
Human Resource Department...4 3.1.1.
Shared Services4 3.1.2.
Centre of Expertise..4 3.1.3.
Business Partners.4 3.2.
Brands Department5 3.2.1.
Dairy.5
Mission Statement.5
Vision & Strategy..6
Core Business Activities...6
Consumer Service.6
Corporate Social Responsibility..7 8.1.
Social Investments.7 8.2.
Creating Shared Value..8
Human Resource Function..8 9.1.
Shared Services (SS).8 9.2.
Centre of Expertise...8 9.2.1.
Hiring & Recruitment...9 9.2.2.
Training Programs....9 9.2.3.
Remuneration....10
Interview with the Human Resource Manager....10 10.1.
Tasks & Responsibilities of the Manager....10 10.1.1.
Chain of Command and Span of Control.............10 10.1.2.
Strategic Vs Operational Roles..10 10.1.3.
Role as a Business Partner..11 10.1.4.
Ensuring Coordination & Integration.......11 10.1.5.
Nestl
Pakistan
Training & Development of Employees11 10.1.6.
Ensuring Motivation & Communication with Employees......12 10.1.7.
Nestl as a Global Entity.12 10.1.8.
Providing Guidance.12 10.2.
Observations & Evaluation12 10.3.
Application of Mintzbergs Roles......12
Interview with the Category Manager...13 11.1.
Tasks & Responsibilities of the Manager.13 11.1.1.
Sales Situation in Different Regions...14 11.1.2.
Market Research..14 11.1.3.
Shopper Segmentation.14 11.1.4.
Promotion Design.14 11.1.5.
Determining Stock outs...14 11.1.6.
Penetration Data Analysis...15 11.2.
Observations & Evaluation15 11.3.
Application of Mintzbergs Roles..15
Observations & Findings.16
Exhibit 117
Exhibit 218
Exhibit 319
Exhibit 420
Exhibit 521
Exhibit 622
Exhibit 723
Exhibit 824
Exhibit 925
Exhibit 10..26
Sites Used..27
Nestl
Pakistan
History
It all began from a little venture by a Swiss pharmacist, Henri Nestl, to develop an
alternative for infants who cannot be breastfed, with a combination of milk, wheat
flour, and sugar. Not only did this formula help reduce infant mortality from
malnutrition across Europe, but also formed the basis for the worlds largest food and
beverages company. To this end, Nestl soon added chocolate, milk, and Nescafe
coffee to its line of items through mergers and research. Nestl kept increasing the
length and width of its product lines to cater to a wide range of consumer needs. As
Nestl was making its operations global, it found an eager market in Pakistan. Nestl
has been serving Pakistani consumers since 1988, when its parent company, the
Switzerland-based Nestl SA, first acquired a share in Milkpak Ltd. Few of the
milestones achieved by Nestl Pakistan and Milkpak Ltd. are mentioned in Exhibit
1.
Global Structure
At the international level, the world is divided into four parts, each reporting to the world
headquarters in Switzerland. Nestl employs bottom-up as well as top-down
reporting. For yearly budgeting, each territory reports next years forecasted sales to
its Area Manager who after gathering all these reports sends a summary for his area
to the Regional Manager. Regional and Zonal Manager do the same process until
National Sales Manager has the forecasted sales for the entire country. Target sales
are then reported down to each zone, from where it is sent to each region, and the
process continues until each territory has its target sales (Exhibit 2).
Organization Structure
Nestl Pakistan follows a flat, matrix organizational structure (Exhibit 3). The
departments are divided function-wise and product-wise. All the products use different
functional departments, and all the functional departments have specific product
departments within them. The span of control is wide, as each department head has many
direct and indirect reporting relations with his subordinates. Also, as in a pure matrix
form, nearly all employees have two or more departments to report to, directly or
indirectly.
The Managing Director of Nestl Pakistan reports directly to the Head Office in
Switzerland, and gets guidance and objectives from them. Directly under the Managing
Director are different functional departments:
Nestl
Pakistan
The following departments have an indirect reporting relationship with the Managing
Director:
Head of Nutrition
Head of Waters
UNDP Project
The first two departments are required to report directly to the Head Office, while the
UNDP Project comes under the United Nations.
Since this paper aims to analyze the Human Resource Function and the Brand
Function in detail, the following is the departmental structure of the aforementioned
functions.
Shared Services
Centre of Expertise
Business Partners
Shared Services
Shared Services are responsible for data and record collections of all the employees of
Nestl Pakistan. They handle the payrolls, division of provident funds, medical
allowances, travel allowances, and all other administration of the employee funds.
Centre of Expertise
The Centre of Expertise is the department responsible for recruitments, remunerations
and organization development through Nestls training programs, both local and
international.
Business Partners
The Business Partners form the link between different human resource activities of the
organization, and the functional departments they are working with. The Human
Resource ManagerCommercial is a Business Partner for Sales and reports to the Head of
Sales Department. He is supposed to form a link between the Human Resource
Department and the Sales Department, making sure all decisions made by the Sales
Department are in line with the Companys goals and policies.
Nestl
Pakistan
Brands Department
The department for Brands has been subdivided into departments for each product line
that Nestl produces. Each of these product lines comes under a Business Manager, who
has two Brand Managers under him. Each Brand Manager is responsible for specified
products under a certain product line, and has two Assistant Brand Managers reporting to
him.
In each of the units that are under the Business Managers, there is a Category Manager,
who is equivalent in position to the Brand Manager. A Category Manager reports
indirectly to the Business Manager, and directly to the Head of Sales Department.
Dairy
Dairy is the chosen product line for the project. Dairy is divided into four different
product lines, which are further divided into units each headed by a Business Manager.
The product lines of dairy are:
Child Nutrition
Tea Creaming
Adult Health and Wellness
Chilled Dairy
The first two are responsibilities of one Business Manager and the last two of the other.
The Category Managers job is to form a link between the Brand Manager and the Sales
Manager from the Sales Department.
Mission Statement
At Nestl, we believe that research can help us make better food so that people live a
better life.
Good Food is the primary source of Good Health throughout life. We strive to bring
consumers foods that are safe, of high quality and provide optimal nutrition to meet
physiological needs. In addition to nutrition, health and wellness, Nestl products bring
consumers the vital ingredients of taste and pleasure.
As consumers continue to make choices regarding foods and beverages they consume,
Nestl helps provide selections for all individual taste and lifestyle preferences.
Nestl
Pakistan
Research is a key part of our heritage at Nestl and an essential element of our
future. We know there is still much to discover about health, wellness and the role
of food in our lives, and we continue to search for answers to bring consumers
Good Food for Good Life.
Consumer Service
Nestl
Pakistan
Nestl believes in providing efficient consumer service as part of its strategy. And this
consumer service is not only limited to handling consumer complaints, rather it revolves
around building a long-term holistic relationship with consumers.
In fact, for Nestl, the organization chart (Exhibit 5) is upside down. The consumers, and
not the managers, lie at the top of the hierarchy. Thus all the activities aim to provide
timely and efficient response to consumer needs and fulfilling their wants in the best
possible manner.
Nestls advanced consumer contact management system CONSO+ helps it in customer
relationship management, and forging close, long term and trustworthy ties with its
consumers.
Apart from the more formal lines of communication, the company also has the human
element-the field staff, which remains in contact with the consumers.
Thus efficient consumer service goes a long way in ensuring consumer loyalty, as well as
guaranteeing higher revenues per consumer, from more consumers.
Social Investments
Nestl Pakistan complies with Environment Act (1997), and tries to ensure that at every
stage of its operations, the environmental impact is minimal. All Nestl factories are ecoefficient (more production for less resource consumption, waste, and emissions) and have
environment committees that manage and review environment issues.
Nestl Pakistan responded immediately to the earthquake that struck Northern Pakistan in
October 2005 by providing its infra-structure and resources to work in the affected areas
in collaboration with Pakistan Air Force to distribute goods worth over Rs. 20 million.
Nestle and its employees together also donated about Rs. 36 million for the rehabilitation
process.
Nestl Pakistan has wide range of activities under its social investment programme. A
brief outline of each activity is as follows:
Nestl
Pakistan
Centre of Expertise
Nestl
Pakistan
The Centre of Expertise is the department in Human Resource Function which is
responsible for recruitments, organization development (training programs) and
remuneration.
Training Programs
Training is seen as an ongoing process. It doesnt only involve training sessions and
lectures, but day-to-day interactions with the superiors and fellow employees, absorbing
their knowledge and ideas: guidance and coaching by managers is a given. Knowledge
also comes through the tasks assigned: simple learning-by-doing and on-the-job training.
Apart from that, Nestl is committed to enhancing employee skills and competencies
through formal training programs. These are selected according to individual
requirements and the job they are working for. The candidates are selected based on their
performance, potential and personal development goals and recommendations come from
the Head of Human Resource Department and the Business Partners of respective
departments. The Centre of Expertise is responsible for designing and providing the
requisite training once the candidate and his needs are identified.
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Nestl
Pakistan
The programs are not just limited to functional specific training, for example sales
training, but also for augmenting interpersonal skills and image building, in short, the
softer skills.
The training could be local, regional or international, based on need and performance. At
the International Training Centre in Switzerland, the trainee has the opportunity to meet
managers and leaders from all over the globe, getting training sessions from even the
CEO, Peter Brabeck-Letmathe.
Remuneration
Nestls remuneration is benchmarked against other organizations and surveyed on a
regular basis to ensure that it remains competitive and fair. The policy needs to be framed
keeping local market, individual performance, skills and potential for development in
mind. This is what they call the Total Competitive Remuneration.
The managers task is to ensure that the remuneration structure facilitates the
implementation of flat organizational structure and be flexible so as to be able to adapt to
the evolution. It is also the managers task to evaluate remuneration of each staff member
taking into account her/his professional performance and her/his specific responsibilities.
These specialists need to know about stock options, and how to compare and compensate
the employee payroll system. They need to make regular changes in their strategies and
find new ways of operating to increase the efficiency of the whole organization. This
helps ensure not just the companys growth, but motivation for individual growth as well.
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Nestl
Pakistan
The Human Resource Department is responsible for providing tools, processes and
procedures to the managers and then its their responsibility to apply it according to the
demand of the situation. He ensures those tools are being used and implemented
effectively.
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Nestl
Pakistan
objectives of the training plan to the trainees. For example, should the training be
provided in interpersonal skills or should it be provided in specific functional skills. He
then helps in identifying and nominating a pool of people who can benefit and implement
the training practically in the near future so that the benefits are maximized for the
organization as a whole.
Providing Guidance
His role also focuses on providing guidance to the employees when needed e.g. that when
opinion surveys had to be filled out for all the employees; he provided them with an
orientation to ensure there were no confusions as regards to the survey.
Description
He is involved in the UNDP project in collaboration with Nestl for the
empowerment of women in rural areas. He intervenes in case decisions
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Nestl
Pakistan
Leader
Liaison
Informational
Monitor
He has to monitor that the plan of actions and strategies of the
departments are in line with Nestls vision i.e. he has to ensure
consistency and coordination.
Disseminator He communicates the recruitment needs of other departments to the
Human Resource Department.
Spokesperson He communicates the needs of the training programmes to the trainees.
He acts as a link between the external environment and the
organization.
Decisional
Entrepreneur He is continuously involved with different departments while making
future plans or changes in the way things work.
Disturbance In order to ensure that departments objectives are in line with the
Handler
organization, he may have to take drastic steps as he forms the link
between the centre and the subunits. He may have to take decisions on
a short notice as he is actively involved in decision making processes.
Negotiator
He intervenes in case of conflicts between two parties.
Resource
He matches the supply of labor with the demand of different
Allocator
departments. He is also involved in the selection process of the
potential employees.
Large groceries
Super markets
Small stores
Khokhas ( cigarette/ pan shops)
Bakeries
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Nestl
Pakistan
Pharmacies
Wholesalers
Rural channels.
Market Research
Mr Saqibs job description also requires him to carry out market research on a regular
basis. This helps in identifying the changing consumer demands and tastes. This also
enables the company to review their strategy so that it synchronizes with the companys
goals and objectives. In this era of fast changing trends it has become almost impossible
for an organization to survive without being aware of the consumers needs. Market
research helps to serve the organizations purpose in this regard.
Shopper Segmentation
An interesting task that is performed by the Category Manager is to analyze the shopper
segmentation i.e. evaluating various customers according to their status, nutritional needs,
age, gender etc and which channel are they prone to buy from. For instance, a huge
percentage of population buying from the grocery stores such as H. Karim Buksh and AlFatah are working mothers. Thus products that cater to the needs of working mothers
should be distributed to various grocery stores. Moreover, keeping in view the short
shelve life of dairy products it becomes vital to distribute appropriate products to each
channel, which meet the needs of each channels ultimate consumers.
Promotion Design
Moreover, the Category Manager also being responsible for analyzing the success of
promotional activities has to evaluate the pre-promotion and the post-promotion scenario.
This enables him to analyze the potential of a particular promotional activity and the
impact it has on the sale of products, thus making certain that the promotional activity is
not detrimental to the profitability of the product.
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Nestl
Pakistan
buy Olpers or Haleeb. Thus, its pivotal for the companys profitability and success to
ensure that no stock outs occur. Mr Saqib has to figure out the source of the problem.
He says,
The strategy is not to find the solution to the problem but to find the person who
has the solution. The idea is then to sit down and come to a mutual decision on
how to go about solving it. One should have an open mindthe fault can be at
your own end too.
Description
Though the Category Manager is not directly leading a group of people
but he has to deal with subordinates in the sales and distribution
department. For this purpose he provides them guidelines for various
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Nestl
Pakistan
Liaison
Informational
Monitor
The main task of the Category Manager is to analyze the various
factors affecting the consumer demands. For this purpose he seeks
information from the relevant personnel at various channels. Moreover,
he also coordinates with the sales and distribution department to gather
information about the sale of a particular product.
Disseminator As a disseminator, the Category Manager communicates to the
Business Manager all the information gathered from either the
personnel at various channels or the personnel working in the sales and
distribution department.
Decisional
Disturbance In times of difficulty, the Category Manager takes steps to take the
Handler
organization out of trouble. For instance, when Olpers came into the
market, it turned out to be a strong competition for Nestl. The
Category Manager analyzed the strategy adopted by Olpers and took
appropriate steps to counter it.
Nestl
Pakistan
2001
2004
2005
Milkpak Ltd. is founded by Syed Babar Ali. It manufactures UHT milk cream and
butter as well as fruit juices.
Production of long shelf life UHT milk begins at Milkpak Ltd. Sheikhupura factory.
Nestl SA acquires 40% share in Milkpak ltd.
Sheikhupura factory starts the production of Nestl Nido milk powder and cereals. A
new plant is acquired at Kabirwala in the Punjab
Nestl takes over the running of the company and begins to develop its milk
collection network. A maggi noodles plant is installed at the Kabirwala factory.
Milkpak Ltd. is renamed Nestl Milkpak Ltd.
The Kabirwala plant becomes a fully owned unit of Nestl Pakistan Ltd.
Nestl pure life bottled water is premiered in Pakistan. Within a few years it becomes
one of the worlds leading brands of bottled water. Meanwhile, Nestls milk
collection system in Punjab matures and the company is able to buy all its milk from
farmers instead of relying on contractors.
Nestl Pakistan acquires the Fontalia and AVA water companies which specialize in
supplying water to homes and offices.
Afghanistan becomes the fourth sale zone of Nestl Pakistan Ltd.
Nestl Milkpak Ltd. is renamed Nestl Pakistan Ltd. The GLOBE project is
successfully launched, and is intended to have further cooperation and information
sharing with Nestl companies around the world. Nestl Pakistan responds swiftly to
Octobers devastating earthquake, using its own distribution channels to bring aid to
the worst affected areas.
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Nestl
Pakistan
INTERNATIONAL
Americas
REGIONAL
AREA
TERRITORY
Asia
Oceania
Australia
National
Sales
Manager
NATIONAL
ZONAL
Greater
China
North
South
Lahore
Muzang
Samnabad
19
Center
Afghanistan
Nestl
Pakistan
20
Nestl
Pakistan
BOSTON
BOSTONCONSULTANCY
CONSULTANCYGROUP
GROUPMATRIX:
MATRIX:
Analyzing
Current
Strategic
Business
Analyzing Current Strategic BusinessUnits
Units
Relative Market Share
High
Low
Stars
Question
QuestionMarks
Marks
Milkpak
Nesvita
Everyday
Yogurt
Cream
Cream
Raita
Raita
Fruit
Fruityogurt
yogurt
Low
Cash
CashCows
Cows
Nido
Nido
Neslac
Neslac
Dogs
Dogs
Desi
DesiGhee
Ghee
High
Market
Growth
Rate
21
Nestl
Pakistan
Customers
Sales People
Managers
Board of Directors
22
Nestl
Pakistan
23
Nestl
Pakistan
Planning
Planning
Exhibit 7 (Use of Management Functions & Use of Key Management Skills)
Organizing
Organizing
Leading
Leading
Controlling
Controlling
Mr Fuad Ghazanfar Mr Omar Hassan
Saqib
Janjua
Technical
Skills
Human
Skills
Conceptual
Skills
Nestl
Pakistan
External Analysis
STRENGTHS
Investment in R&D, and innovative products
Market research about shopper segmentation and
distribution channels
Integrated and centralized information systems
Efficient consumer service builds loyalty
Creating shared value for all strategic partners
Flat structure and decentralized
Matrix organization
Coordination among departments achieved by
Business Partners, Category Mangers, etc
Diverse workforce
Effective and efficient HR systems
Knowledge sharing and training programs
Effective performance appraisals
Achievement based compensation
Competitive remuneration benchmarked against
industry
Motivated workforce
Growth oriented culture
Monopoly in tea whitener because of technology
Own distribution channels for bottled water;
Home delivery increases customer satisfaction.
OPPORTUNITIES
Exemption of dairy sector from taxes
Compliance with environmental laws
Social responsibility & social investment programs
to build a positive corporate image
Partnerships with farmers for sustainable
agriculture and providing farm assistance to create
greater value for all
High brand value of Nestl, which denotes quality;
this cannot be matched by rivals such as Tarang
A larger consumer base can be acquired as much
population still uses Gowalla milk
Entry into more niches possible by defining finer
market segments. Like low cal milk, more
innovative products can be launched, such as foods
for cardiac patients, drinking yogurt, etc. These are
value added products in the premium market that
offer consumers more value for more money and
can fetch higher revenues for the company.
Furthermore, the more differentiated the products,
the more difficult it is for rivals to copy.
WEAKNESSES
THREATS
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Nestl
Pakistan
but then Olpers, GoodMilk all began to take
advantage of Nestls marketing.
Adverse public opinion possible due to links to
Israel.
Exhibit 9
(Porters Model)
Threat of New Entrants
For value added products barrier to entry are
higher because these products connect with the
customer on an emotional level. Gaining
confidence and trust of the customers is very
difficult. Brand loyalty is very which means a new
entrant will have difficulty in making a place for
itself. Furthermore even if a new entrant does
make some impact on its consumers it will have to
sell at least 750,000 tonnes of milk to create one
percent market share for itself.
Nestl enjoys monopoly power over powdered tea
whitener market because no company has yet been
able to develop this technology.
Suppliers
The un-processed milk is collected
from farmers and gowallas from
rural areas. There are many
collection centers across Punjab.
With the entry of new milk firms
who are willing to pay higher prices
and as well as provide them with
other attractive incentives, the price
of this milk is going up. An
example of this is that of Olpers of
Engro food Company who have had
long standing relationship with
these farmers and are willing to
give them fertilizers at subsidized
rates in exchange to their
commitment to sell their milk only
to Olpers.
COMPETITORS
Haleeb(CBL Foods)
Olpers( Engro)
GoodMilk( ShakarGanj
Foods)
of
12t
Customers
Dependent on
products.
Young health
conscious customers
for Nesvita.
House holds for
milkpak and yougurt.
Offices, institutions
and households for
Everyday
26
Infants and kids for
Nido
Threat of Substitutes
The main substitute is the
Farmers (Gowalla) milk
U.H.T treated milk caters
to only 9% of the
populations milk needs.
Nestle constitutes, 38%
Olpers19%, and
Haleeb 28% of that 9%
of the total milk market.
Exhibit 10 (Minutes
the Meeting held on
h
May 2008)
Nestl
Pakistan
The group coordinator arranges meetings and holds voting in case of difference of
opinions within the group. All the group members suggested different organizations for
the project but we finally decided upon Nestl Pakistan. Till now we have had around
three meetings in which we decided
Three people will be conducting interviews with the respective managers. We will then
bring together all information and apply different managerial theories on them and
critically examine the structure and functioning of different departments.
Sites Used
27
Nestl
Pakistan
1. http://www.nestle.pk/community/responsibility-to-environment.aspx
2. http://www.nestle.pk/community/earthquake-relief.aspx
3. http://www.nestle.pk/community/welfare-projects.aspx
4. http://www.nestle.pk/community/creating-shared-value.aspx
5. http://www.nestle.pk/index/nestle-pakistan-milestone.aspx
6. http://www.nestle.pk/index/strategies.aspx
7. http://www.research.nestle.com/tools/mission_statement.html
8. http://www.nestle.com/AllAbout/AllAboutNestle.htm
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