The document provides background information on Friesland Campina Pakistan including that it is a subsidiary of Royal Friesland Campina of Netherlands. It has robust production facilities and over 1,300 milk collection centers. The company vision aims to revolutionize the dairy landscape in Pakistan through a "white revolution". The purpose statement outlines goals of making Pakistan healthy and nourished by transforming health through unlocking milk goodness from grass to glass. However, the analysis found the purpose statement is repetitive and missing key elements like employees, innovation, and competitive advantage. It is suggested to revise the statements to incorporate all important aspects.
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Friesland Campina
The document provides background information on Friesland Campina Pakistan including that it is a subsidiary of Royal Friesland Campina of Netherlands. It has robust production facilities and over 1,300 milk collection centers. The company vision aims to revolutionize the dairy landscape in Pakistan through a "white revolution". The purpose statement outlines goals of making Pakistan healthy and nourished by transforming health through unlocking milk goodness from grass to glass. However, the analysis found the purpose statement is repetitive and missing key elements like employees, innovation, and competitive advantage. It is suggested to revise the statements to incorporate all important aspects.
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Background of the company
• Subsidiary of the Dutch multinational corporative Royal Friesland Campina.
• Former Engro Foods • After the significant performance in the category of tea whitening i.e. Tarang in 2007, and the ice-cream market with Omoré in 2009, Friesland Campina collaborated in a strategic partnership with Royal Friesland Campina of Netherlands in 2016 • Partnership allowed to gain access to more than 150 years of dairy expertise, technology, and R&D • Acknowledges the significance of sustainable environment, gender equality and poverty hunger alleviation to name a few • Robust production facilities in Sukkur and Sahiwal followed by a dairy farm in Nara, over 1,300 milk collection centers • Company’s major revenues bangs on Dairy Development Program Products and Services Analysis of Vision • Vision: • “Our purpose, our plan is to • Brevity: revolutionize the dairy landscape • Clarity: in Pakistan. We will lead a white revolution to provide safe, • Challenging: healthy & affordable dairy • Focused on future: nutrition to Pakistan.” Analysis of Purpose Statement • Purpose: • “The pursuit of a healthy and nourished • Philosophy: Pakistan is a core driving force for our • Elements included: To uplift the livelihood of success. It is our promise to make the farmers, core value to make Pakistan healthy grass greener for the cows, yields higher and nourished for the farmers, growth stronger for the milk industry and a glass of milk full of natural goodness for every Pakistani. • Survival growth profit: Simply put, our purpose is to transform • Element included: suppliers and producers the health and wellbeing of Pakistanis are included in the purpose statement such as now and for generations to come, by green grass for cows and higher yields for nourishing them through unlocking the farmers. goodness of milk from grass to glass, as well as by enhancing the livelihood of • Elements missing: R&D, profit for farmers.” shareholders innovation and diversification • Technology: • Element included: the value chain of technology as the technological process would transform the milk from farm to consumer-end glass. Moreover, their promise is to increase the productivity of the milk i.e. higher yield to farmers. • Self-concept: • Elements missing: competitive advantage • Public image: • Elements missing : CSR and public safety • Employees: • Elements missing: how organization will take care of employees • Customer: • Elements included: caters the word every Pakistani as nourishment and wellbeing via milk is for everyone • Markets: • Elements included: The market of Pakistan Analysis of Purpose Statement: • Descriptive but at the same time it’s repetitive to an extent • Covers many attributes that makes a mission statement which includes philosophy, survival growth profit, technology, customer and market • Important elements missing that are of utmost significance such as employees, public image, the competitive advantage that the company has, R&D and return of shareholders • Suggested that the company revises its statements and incorporates all the important elements as mission remains underutilized when the company seeks to improve the organization’s success, productivity and performance without focusing on the mission. When the company fails to unite brand and culture with mission, it ultimately fails the employees and customers.
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