Shan Foods research paper
ACKNOWLEDGEMENT
First of all, we would thank Allah Almighty, the most Beneficent and Merciful for giving us the opportunity and strength to work on this report.
We would like to thank our course instructor for his help, guidance, support and cooperation. We are especially thankful to Mr. Saad Ul Hasan, Brand Manager and Mr. Abdul Basit
Sr. Executive Shan Foods for taking out time from their busy schedules and addressing our queries.
1
TABLE OF CONTENTS
S.No.
1
Contents
Executive Summary
1.0 Overview of the Spice Industry of Pakistan
1.1 Driving Forces
1.2 Key Success Factors
1.3 Economies of Scale and Learning Curve Effects
1.4 Branded Spice Industry
1.5 Industry Players
1.6 Unbranded Spice Industry
1.7 Unethical Practices in the Unbranded Spice Industry
Page No.
I
8
9
10
10
10
12
14
2
2.0 Introduction
2.1 Organizational History
2.2 Organizational Hierarchy
2.3 Company Mission and Vision
2.4 Analysis of Company Mission and Vision
2.5 Target Market
3
3.0 Objectives
3.1 Business Objectives
3.2 Marketing Objectives
3.3 The World Of Shan Foods
3.4 Growth Rate
16
16
16
17
17
4
4.0 Strategic and Marketing Analysis
4.1 Market Segmentation
4.1.1 Demographic Factors
4.1.2 Geographic Factors
4.1.3 Behavioral Factors
4.2 Positioning
19
19
19
20
20
5
5.0 Analysis of Product Portfolios
5.1 Portfolio Roles
5.2 Product Range of Shan Foods
5.3 Product Offering Within Spice Mix Category
6
6.0 Pricing Policies, Promotions and Distribution Plans
6.1 Pricing Policy
2
6.2 Promotion
6.3 Distribution
6.4 ATL Activities
6.5 BTL Activities
6.6 Success Story of Shan in Terms of Figures
7
7.0 SWOT Analysis of Shan Foods
7.1 Strengths
7.2 Weaknesses
7.3 Opportunities
7.4 Threats
8
8.0 Product and New Product Strategies in the Pipeline
8.1 Growth Strategy
8.2 Product Strategy
8.3 Possible Future Prospects
9
9.0 Cost Volume Profit Analysis
10
10.0 Cost
First of all, we would thank Allah Almighty, the most Beneficent and Merciful for giving us the opportunity and strength to work on this report.
We would like to thank our course instructor for his help, guidance, support and cooperation. We are especially thankful to Mr. Saad Ul Hasan, Brand Manager and Mr. Abdul Basit
Sr. Executive Shan Foods for taking out time from their busy schedules and addressing our queries.
1
TABLE OF CONTENTS
S.No.
1
Contents
Executive Summary
1.0 Overview of the Spice Industry of Pakistan
1.1 Driving Forces
1.2 Key Success Factors
1.3 Economies of Scale and Learning Curve Effects
1.4 Branded Spice Industry
1.5 Industry Players
1.6 Unbranded Spice Industry
1.7 Unethical Practices in the Unbranded Spice Industry
Page No.
I
8
9
10
10
10
12
14
2
2.0 Introduction
2.1 Organizational History
2.2 Organizational Hierarchy
2.3 Company Mission and Vision
2.4 Analysis of Company Mission and Vision
2.5 Target Market
3
3.0 Objectives
3.1 Business Objectives
3.2 Marketing Objectives
3.3 The World Of Shan Foods
3.4 Growth Rate
16
16
16
17
17
4
4.0 Strategic and Marketing Analysis
4.1 Market Segmentation
4.1.1 Demographic Factors
4.1.2 Geographic Factors
4.1.3 Behavioral Factors
4.2 Positioning
19
19
19
20
20
5
5.0 Analysis of Product Portfolios
5.1 Portfolio Roles
5.2 Product Range of Shan Foods
5.3 Product Offering Within Spice Mix Category
6
6.0 Pricing Policies, Promotions and Distribution Plans
6.1 Pricing Policy
2
6.2 Promotion
6.3 Distribution
6.4 ATL Activities
6.5 BTL Activities
6.6 Success Story of Shan in Terms of Figures
7
7.0 SWOT Analysis of Shan Foods
7.1 Strengths
7.2 Weaknesses
7.3 Opportunities
7.4 Threats
8
8.0 Product and New Product Strategies in the Pipeline
8.1 Growth Strategy
8.2 Product Strategy
8.3 Possible Future Prospects
9
9.0 Cost Volume Profit Analysis
10
10.0 Cost
References: • Ahmed, Rutaba, 2008, “A Silent Killer”, Jang, [online]. 13th May, 2008 Available [Accessed 18 February 2009] • Shan Foods, 2008, “Introduction, Company History and Mission Statement”