Marketing Strategy And Competitive Strategy: Consumer Packaged Goods

In such a competitive environment as a result of globalization, organizations are required to create more active and dynamic strategy over their competitors to survive in the business sector. In recent years the strategic significance of procuring has been given extra attention. The normal manufacturing firm’s places well over half of its revenue on supplies, material and services Baily et al (1998). This means that the long term importance of purchasing most be recognized. The purchasing task can contribute to the competitive situation for the organizations in several other methods than just through cost savings. Van Weele (2005). Due to competitive from various companies has increased as advancements in procurement; it has helped the organizations

These products are also called Consumer Packaged Goods such as processed food, soft drinks, medicines, personal care items, food stuff, Paper products, Fruits, vegetables, Meat, Toys, Groceries. Etc. The FMCG contains Food and Nonfood routine consumer products. The FMCG goods are belongs to as fast moving; only because of they are rapidest stuffs to leave the super market shelves. They also have a tendency to be the high volume and low cost items. FMCG have a short life, because of high consumer demand and because the product expired quickly. The purchasing of these goods take place at the grocery stores, Markets, company Outlets.

Most of the businessmen think that Pakistan is the most valuable country for the Food and FMCG business. There is much potential involve in the Pakistan market for food sector. Many organizations doing there Food business and earn large amount of profits. According to the 2012-13 annual report of the State Bank of Pakistan (SBP), the food industry in Pakistan grew by 9.5 percent in fiscal year 2013 up from 5.9 percent in fiscal year 2012. Another report by the state bank of Pakistan showed that the food and beverages industry which has an adjusted weight of 17.6 percent in large scale manufacturing grew by 7.78 percent in the first nine months of the current fiscal year. This trend is likely to continue as both national and multinational organizations are expanding their distribution network in order to increase their market shares. The consumer market especially food sector one of the fastest growing industry in Pakistan and there are many players of global fame like Gourmet bakers, pizza Hut, Fri chicks, Nirala bakers etc and some FMCGs brands as Nestle Pakistan, Pepsi Co, Engro Foods, Seasons Canola Pakistan, Mitchell’s Fruits limited, Tapal Tea Pakistan Pvt Ltd, Coca Cola Shezan etc. Mitchells fruit farms limited one of the oldest food manufacturing companies in Pakistan also witnessed increase in its sales and