S i n d h U n i v e r s i t y L a r k a n a C a m p u s

Fauji Fertilizer Company Limited

M a r k e t i n g M a n a g e m e n t

M a n e s h K u m a r

R a m e e z R a j a

A a q i b A h m e d

M u h a m m a d S h a h b a z

Introduction

Fauji Fertilizer Company Limited (FFC) is the largest chemical

fertilizer producer of Pakistan with biggest market share in the

country. It was established by the Fauji Foundation which holds a

controlling intere

History

FFC was established in 1978 as a joint venture of Fauji

Foundation and HaldorTopsoe. The first urea complex was

commissioned in 1982. Plant-1 was improved in 1992, and a second

plant was built in 1993. In the year 2002, FFC acquired ex Pak

Saudi Fertilizers Limited (PSFL) Urea Plant situated at Mirpur

Mathelo, District Ghotki from National Fertilizer

Corporation (NFC) through a privatisation process of

theGovernment of Pakistan. This acquisition at Rs. 8,151 million

represents one of the largest industrial sector transactions in

Pakistan. FFC now has three plants with a combined capacity of

5770 MTPD of prilled urea.

Karachi Stock Exchange top

25 companies awards

The company was listed on the Karachi Stock Exchange in 1991. Based

on the exemplary dividends to the shareholders and other criteria of

Karachi Stock Exchange, FFC has consistently remained in the list of

top 25 best performing companies of Pakistan consecutively for 14

years since 1994. As a result of excellent performance over the years,

the company's ranking in the Karachi Stock Exchange list of 25

companies improved from fifth position in 1995 to second in 1996, it

was awarded the first position in 1997 and again second prize in 1998.

As of 2007, the company is at the 5th position.

Human Resource Development

A technical training centre was established within few years of commissioning of Plant-I. The training institute

provided training to personnel from a number of other organizations both inside and outside the country.

Strategic Business Units

Associated Companies

1.FaujiKabirwala Power Company LTD (FKPCL) 2.Fauji Fertilizer Company Limited

3.Fauji Fertilizer Bin Qasim Limited 4.Fauji Cement Company Limited

5. Foundation Power Company Daharki 6. Mari Petroleum Company Limited

7. Fauji Akbar Portia Marine Terminal 8. Fauji Oil Terminal And Distribution

9.Askari Cement Company

Products

1.FaujiKabirwala Power Company LTD (FKPCL)

Plant Is A 157 MW Combined Cycle Power

2.Fauji Fertilizer Company Limited

Sona Urea

Sona Dap

Ffc Sop

Sona Boron

3.Fauji Fertilizer Bin Qasim Limited

Granular Urea (Sona Urea)

Di Ammonium Phosphate (Sona Dap)

4. Fauji Cement Company Limited

Ordinary Portland Cement

Low Alkali Ordinary Portland Cement

Sulpjate Resistant Cement

5. Foundation Power Company Daharki Sona Urea

Sona Dap

Ffc Sop

Sona Boron

6. Mari Petroleum Company Limited

Mari Seismic Services Unit (Msu)

Mari Seismic Data Processing Center (Mspc)

Mari Drilling Services Unit (Mdu)

Mari Allied Services Unit (Masu) For Slick Line And Other Related Services

7. Fauji Akbar Portia Marine Terminal

Warehousing (Long Term / Short Term Storage)

Mechanical Cleaning Of Cargo

Dust Aspiration

Safe & Secure Environment Through Dedicated And Custom Built Silos To Avert Loss Of

Cargo Due To Rain Or Other Natural Calamities

Loading Of Cargo Through

A) Spiral Loaders,

B) Conveyors,

C) Vacuators, And

D) Grabs

8. Fauji Oil Terminal And Distribution

Oil Handling Facility Capable

Handle All Types Of POL Products

Fulfilling Pakistan's Energy Needs

9.Askari Cement Company

Askari Cement

Askari Green Concrete Cement

Askari Lions

Tameer Cement

Askari For India

Askari Jumbo Bag

Faulad Cement

Askari For South Africa

OUR VIEWS: Benchmarking is an important facet of quality management. On the face of it FFC looks like it is

overconfident and is relying on its position as market leader to achieve success. Its lack of

benchmarking shows signs of corporate arrogance. FFC is advised to use benchmarking. If it is the

market leader it should benchmark itself against other international companies. Fertilizer sector is

strong in agrarian economies in such as India. Therefore FFC is advised to benchmark itself against

a fertilizer company which is bigger than itself

BCG Growth

Star

Sona Urea

Sona DAP

FFC SOP

Sona BORON

Oil Handlig Facility LTD

POL Products Handle

Fulfilling Pakistan Energy

Portland Ordinary Cement

Cash Cow

Plant A157 MW Cycle Power

Low Alkali Ordinary Cement

Mari Allied Services

Question Marks

Spiral Loader

Mechanical Cleaning Of Cargo

Dust Aspiration

DOG

Mari Seismic Services Unit (Msu) Mari Seismic Data Processing Center (Mspc) Mari Drilling Services Unit (Mdu) Tameer Cement

Askari Cement

Why Fuji Fertilizer products in star? Thereis Description of Products on Graphs