NOURAIZ SALEEM

A
ACKNOWLEDGEMENT

All our praises for ALLAH THE ALMIGHTY, who bestowed potentially upon us to
accomplish this present report successfully. With all our sincerity, we express.
Our gratitude to the HOLY PROPHET (P.B.U.H) and his fellows, who are the source of
enlighten guidance and wisdom for the humanity.
e

I have deep sense of gratitude to our honorable madam Rizwana Hameed for their
generous guidance for this report. We would also like to appreciate the praise-
worthy efforts and the assistance of some people who have kindly helped us out in
the completion of this report. They definitely include our parents, teachers and
f
friends.

Table Of Contents
Page #
Acknowledgment 1

Introduction
Vision of FMC 3
Mission of FMC 4
History 5
Company profile 7
Introduction to FMC 8

Marketing mix
Product 9
price 13
place 13
Promotion 1
14

Analysis Studies
ENVIORNMENTAL ANALYSIS 17
PEST ANALYSIS 18
SWOT ANALYSIS 20
SUGGESTIONS RECOMANDATIONS 23
C
CONCLUSION
VISION STATEMENT

“Improved the quality of life in Pakistan.Feeding the world protecting the health
and providing the convenience of life.”

MISSION STATEMENT

" FMC United (Pvt) Limited is committed. Ted to play its leading role in
supporting agriculture advancement in Pakistan by providing quality pesticides and
allied services to its customers with the passion to excel by setting new goals
and taking new initiatives for development of profitable venture."
H
HISTORY

FMC United Private was incorporated in 1883.When founder john bean created an
innovative insecticide spray pump to combat scale, an infestation that was
ravaging California’s orchards and endangering the livelihood of growers.
r

The marketing division of FMC is mainly concerned with sale distribution,

promotion, procurement, finance, human resource management and general
administration etc. The skill inventory of the FMC comprises of highly efficient
and proficient team of people, which leads to competitive edge with maximum
production of pesticide.
It is only due to self-driven management of plant that the company is utilizing
the plant capacity more then maximum caliber, which has facilitated the company to
diversity its business with minimum risk and threats.
d

Company's sales force consists of dynamic and efficient galaxy of people who are
self driven and highly motivated to achieve the sales targets. Company's promotion
department is striving hard to strength corporation image and brand loyalty. The
very department launches two campaigns rabbi and kharif consisting of six months
each. The promotion department of company is bit conservation the reason being
that company is facing fierce competition. The company is lacking in societal
marketing, which is emerging treads of era.
FMC due to being in process industry observe the pesticide and spry control while
a muddling of autocratic and participative style of management is adopted to
achieve the corporative objectives. FMC is got ore competence in technical service
department, which not provided only technical assistance but also enhance the
brand loyalty and enhance the brand loyalty and assures the establishment of
objectives of the company.
o

Its key responsibility is to facilitate the farmers with invaluable suggestion to

optimize the use of spray to enhance the productivity. It conducts seminars,
village meetings to guide the farmers through the course of difficulties.
v

Planning department is brain of organization that decides the ways to achieve the
business level objectives, which are concerned with the SOP's of marketing. The
every department relies only on its own channels to gather the information
concerned with decision making to minimize the risk of errors.
c

General administration and HR department are overlapping each other; the first
ensures the compensation of the employees of the marketing division while the
former looks after the employees needs to help them to get the maximum caliber
performance department makes sure the smooth sailing of the plant site as well as
marketing division.
m

It always manages to register and maintain the list of national as well as

international suppliers and vendors. It assures to provide the right things in
minimum time with maximum quality. It is exercising JIT approach with minimum lead
time so that things may keep on floating well.Company always makes purchase
through channel zed ways so that there should not be any risk of embezzlement.
t

The finance department is key department recording all business transactions of

the marketing division. It directly reports to the head office of the company, the
company has own certain excellent awards in environment protection and employees
safety measures.
Today, FMC continues changing lives as the innovative force behind industry and
agriculture, where our products maintain leading market positions.
a

COMPANY PROFILE
C

Company Name FMC UNITED (PVT) LIMITED

Legal status Private Limited Company
Registered Office
1-G-II M.A Johar Town, Lahore, Pakistan.
Phone: +92-42-111-222-362
Fax: +92-42-531-4459
E-mail: [email protected]
E

Managing Director Farooq Shahid

Director Technical& Operation Mr.M.sarwar
Auditors
Shahzad saleem
Nasir Ali
Legal Advisor Mr. Rashid A. Malik (Advocate)
Bankers  Citi Bank Limited
 United Bank Limited
 Alfalah Bank Limited
 Habib Bank Limited
Regional Sales Offices

Lahore Sales Office

Multan Sales Office
Behawalpur Sales Office
D.G. Khan Sales Office
Sahiwal Sales Office
Sukhar Sales Office

INTRODUCTION OF FMC

FMC (Food, machinery, and chemical) is an American based company selling products
related to agriculture in Pakistan. On crops like Cotton, Rice, wheat, Mize,
potato, Vegetables.

FMC started marketing in Pakistan during 1994 at nine regions. FMC formulated
plant in situated at Lahore, where the entire products is formulated and packed
for future supply to the warehouses at different regions. This product is then
supplied to the market through United Distributors (Pvt) Limited.

STRUCTURE OF FMC UNITED (PVT) LIMITED

The flow of command is centralized in FMC UNITED (PVT) LIMITED. Basically top
management makes all the major decision and there is less directed involvement of
thee middle and lower management. The authority flows from top to bottom and less
authority and power is delegated.

FMC AGRICLTURE PRODUCTS GROUPS

With more then half of our business in international markets. FMC's agriculture
products group provides crop protection and pest control products around the world
with environmentally sound chemistries and delivery system

Necessary to ensure a safe and abundant fool supply. A strong insecticide

portfolio, coupled with next generation, herbicides products, reflect FMC's
expertise in discovering, developing and formulation state of the art crop
protection. In addition, FMC offers specialty products for pest control\, wood
protection, public health and hygienic, stored grain, turf and ornamental, animal
health, home, and garden. Out strategy for growth in agriculture ourselves as a
focused player with a concentration on insecticide, select crops and region.
MARKETING MIX

• Product
• Price
• Place
• Promotion

PRODUCT

A product is one of the most important contingents of 4 P's because it is the

thing which company sells to its customers. It's a set attributed, a package of
benefits tailored to customers needs here we will discuss what FMC UNITED offers
to customers.

FMC UNITED (PVT) LIMITED sells pesticides and spray to customers, which are farmer
who apply it to their crops, so as to get batter yields. Pesticides and spray
generally, is a commodity and almost all pesticides and spray marketed, by all
companies is similar in nature and content.By product classification, pesticides
and spray is an industrial product treated as raw material for from products.

PRODUCT ATTRIBUTES
Products attributes are the tangible benefits being accrued from a product these
are product these are product quality, features and design.
Pesticides and spray (pesticides and spray products by FMC UNITED (PVT) LIMITED)
is one of the finest in quality; it is prepared on most modern plant. It is clean
i.e. don't have any dust, one value highly favored by farmers. It is on attribute
from which farmer judge quality of pesticides and spray has this in absence.

PRODUCT FEATURES
Pesticides and spray has product features unmatched by other pesticide and spray.
It is easily soluble in water, a quality of goods pesticide and spray even after a
year it will retain its quality. While pesticide and spray is known as a
perishable commodity even many pesticides and spray become hard after a year in
store becoming less soluble in water. Another feature is it does determine of its
periling capability. If pesticide and spray become a cake, you can make return it
in to pervious shape by hitting hard bag of pesticide and spray once or twice on
the ground.
These two are some of many reasons, which made the best and most preferred brand
in the market. The company pervaded quality pesticides on economic price & its
product line the following:

PRODUCT LINE

 HAND SPRAY NOZZLES

 BOOM SPRAY NOZZLES
 KNAPSACK SPRAY MACHINE
 ACELAN 20SL-250ML
 ACELAN 20WP-500ML
 AFFINITY 50WP-800GM
 AIM 40DF 20 gm
 ARRIVO 10EC 250ml
 ARRIVO 10EC 1 Liter
 ARRIVO 10EC 5 Liter
 ARRIVO 10EC 20 Liter
 AUTHORITY 150 ml
 AUTHORITY 600 ml
 BUMPER COTTON 1 Liter
 BUTACHLOR 1 Liter
 BESTOX 5EC 250 ml
 BESTOX 5EC 1 Liter
 CHLORPYRIPHOS 250 ml
 CHLORPYRIPHOS 1 Liter
 EMAMECTIN BENZOTE 400ml
 IMIDACLOPRID 25WP 250gm
 KUMULUS DF 500 gm
 METRIBUZIN 250 gm
 METRIBUZIN 1kg
 METRIBUZIN 25kg
 MUSTANG 380EC 500ml

BCG MATRIX
PRICE

Simply defined, pricing is the amount of money charged for a product or service.
Price is only element in marketing mix that produces revenues. All other elements
represent costs. There are many factors that affect the pricing policies of the
company:
Regarding price of the product FMC UNITED has well set policy. The price of the
product remains same throughout the country. The price that is charged includes
also the distribution charges.
PLACE

DISTRIBUTION SYSTEM
The primary function of distribution department is distribution of pesticides all
over Pakistan, ensuring that at the minimum possible freight cost while
maintaining the competitive edge. Following are the company's responsibilities of
the distribution department

1. To ensure the effective distribution of all products from United Distribution

Limited (UDL) to the dealers network and various warehouse located all over the
Pakistan is coordinating with the field.
2. To ensure the effective distribution of all products from United Distribution
Limited (UDL) to the dealers network and various warehouse located all over the
Pakistan is coordinating with the field.
3. To conduct field surveys at united distribution limited (UDL) from time to time
to ensure that the existing company freights are competitive at minimum cost to
company.
4. To maintain close liaison with the Head Office Lahore and coordination all
matters affecting imported Pesticides, Demigod product, claims etc.
5. To coordinate with N.L.C Rawalpindi for trucks in case of emergency.
6. To maintain all dealer record and information responsible for analysis of
dealer performance during rabbi and kharif.
7. To ensure the dispatch and effective distribution of all (imported) pesticides
from Karachi port by road and rail.
8. To supervise, guide to concerned distribution staff at Lahore, United
Distribution Limited (UDL) and Karachi port by road and rail.

DISTRIBUTION OBJECTIVE

 To ship out total production.

 Services 240 dealers, 8 warehouse, and customer.
 All shipments to be made in cost effective manner.
 To keep inventory at plants at minimum levels.
 To maintain regional / zonal allocations.
 To rectify dealer complaints.
 Prompt complication discharge of vessel-imports
 All dispatch to be on FIFO basis
 Adequate and proper warehousing / control.
 To ensure prompt handling, good quality packing, correct weight and timely
delivery of products.
PROMOTION

ADVERSISMANT AND SALES PERMOTION

An Advertisement and sales promotion department has the responsibility

planning and execution of all the promotional activities. This department is
successfully executing the activities from its inspection because of company's
share of market has increased to 9%.It is one of the major forces behind "TALSTAR"
pesticides and image of No.1 brand in the market.
FMC UNITED LIMITED (PVT) LIMITED promotes its product on almost all type of media
other then direct mail.
They are
 Electronic Media
 Print Media
 Transit Media
In electronic media, FMC UNITED LIMITED (PVT) LIMITED advertises on Television and
Radio.

T.V ADVERTISING:
In television advertising very limited choice is available a case of
channels. Only P.T.V available where only P.T.V fulfils FMC UNITED LIMITED (PVT)
LIMITED requirements.

Target audience is mostly in villages where only P.T.V can reach. Therefore FMC
UNITED LIMITED (PVT) LIMITED advertises on P.T.V.

PRINT MEDIA:
Most farmers, who are FMC UNITED LIMITED (PVT) LIMITED target audience, are
illiterate and therefore FMC UNITED LIMITED (PVT) LIMITED do not run major
campaigns in print media but it is advertise on occasions of national importance,
so as to enhance its image.

TRANSIT MEDIA:
FMC UNITED LIMITED (PVT) LIMITED has more then 300 billboards placed in
different parts of the country, where FMC UNITED LIMITED (PVT) LIMITED target
market is situated. Also it runs close circuit television (CCTV) at airports,
railway stations and in trains. FMC UNITED LIMITED (PVT) LIMITED put heavy
emphasis on sales promotion to its dealers as well as farmers.
Following are the activities take during 1996 for sales promotion.

SALES PROMOTION, ITEMS

 Calendars
 Dairies
 Wall Clocks

SALES PROMOTION MATERIALS

FMC UNITED LIMITED (PVT) LIMITED use following promotional material
 Crop Posters
 Crop Literature
 Stickers
OTHER ADVERTISING:
 Eid Season cards
 Stalls at Exhibition
ANALYSIS STUDIES

 ENVIORNMENTAL ANALYSIS
 PEST ANALYSIS
 SWOT ANALYSIS
 SUGGESTIONS
 RECOMANDATIONS
 CONCLUSION

ENVIORNMENTAL ANALYSIS
Three major dimensions of changes are important to be viewed in depth for the
environmental analysis of pesticides industry in order to make strategic
planning .These dimensions included the changes in the agricultural sector,
changes in the competitor activities and changes regarding the economical
environmental external to the industry.
The following figures shows that the contribution of the agricultural sector to
the Gross Domestic product of the country

Contribution of Agriculture to GDP

2004-2005 2006-2007 2008-2009
26.33% 26.33% 25.55%

This means that the farmers are not having increasing profit and they are no more
interested in future expansion of their activities due to tight financial
contribution. On the other hand the awareness about the balanced use of
pesticides, betterment of irrigational network, introduction of more mechanization
and improved marketing and infrastructure facilitates have created opportunities
to expand and flourish the pesticides market.

MAJOR COMPETITORS
Major Competitors of FMC UNITED are as under:
 SYNGENTA
 BAYER
 CROP SCIENCES
 DOW
 DUPONT
 ICI
 AURIGA
 ALI AKBAR GROUP

 JAFFAR BROTHERS

The local importers activities and the foreign exporters have also accelerated
their selling programs and are willing to capture the market shares. Especially in
the coming few years, when there will be no barrio to the international trade, to
plan with international perspective has become highly essential.

PEST ANALYSIS
 POLITICAL AND LEGAL ANALYSIS
 ECONOMICAL ANALYSIS
 SOCIAL ANALYSIS
 TECHNOLOGIGAL ANALYSIS

SOCIAL AND CULTURAL ENVIORNMENT

FMC UNITED is very much committed for the welfare of the society first of
all by its products and its human resource policy secondly by showing profits and
making Pakistan economically strong .FMC UNITED has developed its own culture by
taking the following steps:

 The company has built a model township for its employees at this remote
location, which consist of residential accommodation along with allied facilities.
 In caring for the community in health ,education, environment and sports,
FMC UNITED following its key objective:
“To use the skills, energies and technologies in building the image of the
company, that market its employees to contribute towards society in way and
enhance its image as a leading Pesticides Business company in Pakistan.”

TECNOLOGICAL ENVIRNMENT
FMC UNITED is expanding into new dimensions of technology, increasing
production and setting up new projects to ensure a bight future and stable economy
for the country.

Following are the main technological steps the FMC UNITED is pursuing
 Importing the test technology.
 Generating revenues for the country.
 Providing technical assistance to the farmers.
 Producing Pakistan’s finest pesticides and spray.

FMC UNITED has made its all plants technology sound and motivates the
other industrialists to use state of art technology for the quality production and
for the sake of survival in the international market.All the steps the FMC UNITED
has taken in direction of creating STAE OF ART culture in the technological field
along with other.

POLITICAL AND LEGAL ENVIORNMENT

Following are the some of the lines of Federal Commerce Minister in which the
clear emphasis of the Government can be seen.
“Clear objectives for this year are”
 Achieved our export forecast of $15.1 Billion.
 Continue previous year’s objective of greater value.
 Addition and diversification of products and markets.
 Reduce anti-export bias and improve the export culture.
 Achieve greater market access.
Moreover the following steps the Government has taken in the recent past for the
betterment of production for the pesticides industry .Deregulation of pesticides
and spray business coupled with duty free import of plant and machinery, tax
holiday for specification period and feedstock subsidy for 10 years has helped the
country in doubling pesticide production capacity from 2.2 million tones to 4.3
million tones in the country. The GDP policy has helped in increasing indigenous
supply of pesticides and spray at a lower cost and also reducing dependence on
imports. Since 1990 an investment of over one billion Dollars has been made in the
sector.

SWOT ANALYSIS

 SRTENGHT ANALYSIS
 WEAKNESS ANALYSIS
 OPPRTUNITIES ANALYSIS
 THREATH ANALYSIS

STRENGTHS

 FMC UNITED (PVT) LIMITED has a very stable pesticide and spray market.
 FMC UNITED (PVT) LIMITED is market leader, its share is 9% no competitor is
any where near this.
 FMC UNITED (PVT) LIMITED has a strong dealer ship Network and a large sales
force to cater to its needs.
 FMC UNITED (PVT) LIMITED produces best quality
Pesticides and spray.
 FMC UNITED (PVT) LIMITED owns three mega plants with Central location.
 Its brand is preferred on others.
 Board production range.
 No deceptive & unethical practices.
 Top player of pesticides business with max production capacity
 FMC UNITED (PVT) LIMITED captures 9 % of the pesticides and spray market of
Pakistan.
 Core competence in distribution with the largest distribution network.
 FMC UNITED (PVT) LIMITED owns three mega plants with Central location

WEAKNESSES

 Because of high share in total production, it is allotted more of imported

pesticides that sell slowly.
 Its price is higher then of competitors.
 Monetary sensitiveness to foreign exchange exposure
 Dependence on imported feed stock, supplies and special
repair maintenance faculties
 Limitations in meeting up the demand of granular pesticides.
 Too much centralization pesticide control effect timely decision making.

 Sluggish promotion department.

 Need to focus on sugarcane crop.
 Require few weediciades and fungicides precuts.
 Need improvements in distribution channel?
 Increase sales team up to hundred (100) officers currently it is survey.

OPPORTUNITIES

 Demand of pesticides and spray is growing very rapidly.

 Good chances of expansions.
 All other type of pesticides are imported, while a related Company (FJFC)
will market its D.A.P pesticides through FMC UNITED
 Efficient as well as apt sales promotion and dynamic Advertisement.
 Proper placement of warehouses
 Great opportunities for joint ventures.
 Quality should be improved gradually with the result and
trends in market? May utilize the word of month influence by
giving more benefits to dealers.
 May diversify the business in allied services may be cost
leaders by cutting down the unnecessary expenditures.

THREATS

 Any sharp decline will heart it the most.

 A free trade policy of WTO is major is a major threat to the company.
 Threat of forward integration by FJFC.
 Threat of water and gas crisis.
 Threat of entry of new competitor especially that of Middle East.

SUGGESTION AND RECOMMENDATIONS

Improper Employees Distribution

Over staffing and unbalanced distribution of employees in departments. Like all
the government and semi government institutions FMC UNITED (PVT) LIMITED has also
excessive staff than required. Moreover, there in uneven distribution, a place
where one man can do the job three people are working there. And some place a job
of three persons is taken from a man. This uneven distribution results in de-
motivation of the employee and gradually his interest in his work decreases the
efficiency of worker job is assigned to its caliper to develop his interest in
work that increases the out put and decrees the overall cost of organization.
So there is need to do the proper and well planned task distribution among the
employees. The company should first analyze the expertise of the employees then it
should take the complete analysis of the work then the company will be in a
position to assign the duties to the employees in such away that the above
mentioned hurdle may remove.
Unnecessary Documentation Burden
In the company there is an unnecessary emphasis on documentation. In transactions
a lengthy procedure of paper work is involved that decrease the efficiency and
result in wastage of time. It is also absorbed that in some cases the same record
is maintained by more then one departments.
The task of documentation should assign to only one authority and this authority
will be held responsible to keep the records of documentation. By assigning this
task to a specific authority not only the time will be save but also the cost
which the company spend in duplicating the record will be save.
Absence of Career Development Programs
There are very few programs for career development of the employees. People
working in one section or department from years are still with the same knowledge
and style of doing job. There not only sharpens the skills of the employee that
not only sharpens the skills of the employee and improved output for the
organization. Some employees are working in the same department or section since
they are appointed.
The company should exert forces towards the enhancement of expertise and knowledge
of the employees so that they may show their abilities. It is not necessary to
engage some outsider for conducting such programs to whom the company will have to
pay. Rather the may have some well qualified and experienced employees who can
perform this job bitterly. So there is need to plan it properly if once it planned
the company will not bear any extra expenses.
High Centralization
Too much centralization in the organization. Managers at low level are not
authorized to make decision even about minor things. They have to consult top
management and give justification on small matters. Involvement of top management
and reaching at the final decisions is time consuming and some times result in
heavy losses. Also man at low level with responsibility and no decision making
power gradually lose interest in his job and de-motivation that affect his
performance.
It is not the case of just FMC rather more than 70% of companies in our country
are facing this problem where there is high centralization even very minor affairs
are discussed and settled by high authorities. So there is need not too much but
some authorities to the employees which will give many advantages to the company
in return. If it done then the employees will be in a position to take action or
decision in case of some unusual circumstances. So there should be delegation of
authority up to certain extent that enable manger to take timely decision at the
spot with confidence. When they take decision they feel themselves more involved
and responsible for the job and in turn their efficiency increases.
Employees Hiring
Due to high rate of unemployment in the country person join those jobs that are
against their interest and not according to their caliper. So proper analysis
should be done, and explore those employee which can do better what they are
currently doing in the organization. HRM Department should give strength so that
they may choose the most appropriate employees so that they may give the maximum
benefits to the company. Wrong selection of employees just increases the burden on
the company.

Improving the Safety Measures

They are no strict means to force employees to take safety measures and follow
rules. Management should take necessary action in implementing the safety rules
in the organization.
The only way to convince the employees to be conscious about their safety during
the work is conducting the awareness programs time to time. The programs should
visually designed so that the uneducated employees may also understand them
easily.

Product Quality Improvement

After viewing the marketing analysis we see that product quality is not up to
standard because management is more is quantity conscious then the quality. As the
company is still competing with very strong and well reputed competitors so there
is not too low assumption standard of the product but the quality enhancement
efforts are absent. So there is need to formulate a team of quality control and
enhancement which may held responsible for frequent changes and improvements in
the products.

CONCLUSION

FMC UNITED is big name in agriculture sector. Its position is better then
other multinational companies which are working in Pakistan. FMC UNITED has a good
sales force, good business strategies and strong distribution system. FMC is
basically an American based company and good reputation in America. But they are
not entered in Pakistan as in America if they do so they will be the market leader
in Pakistan.
REPORT DATA REFRANCES

 MANAGEMENT REPORT OF FMC UNITED

 MARKETING REPORT BY KASHIF IJAZ

(Business Manager FMC UNITED Sahiwal Region)

 TERM REPORT BY ABDUL REHMAN

(Sales Officer FMC UNITED Sahiwal Region)

 WWW.FMC.COM..PK
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