Supply Chain Management Project (MBA)

Designing Supply Chain Network for New Product In Pakistan Market

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Muhammad Shoaib

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Executive Summary

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Meat Products industry profile has been prepared to help illustrate the performance of the Meats and Meat Products industry to national averages. consumers have more choices than ever when it comes to food. In terms of protein, today’s options include a greater variety of fresh meat. Providing better nutrition for health and happiness of the nation. Halal meat expertise and a commitment to food-safety.

Meattain Product DescriptionProduct Description• This concept says that “consumer will favor products that offer the most

quality performance and features and that the organization should therefore devote its energy to making continuous product improvements. Meattain With a to supply supreme quality meat.

List of Competitors in the Pakistani Market & their competitive strategyList of Competitors in the Pakistani Market & their competitive strategy• Meat oneMeat one• ManosalwaManosalwa• K&N'sK&N's Market Share of competitors

• Why launching MEATTAIN• The quickest and least expensive way of filling the protein gap was planned

to overcome malnutrition.• Target Market for MEATTAIN• Middle class, upper class and Higher class

Key Assumptions

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• Production trends in high quality meat• Best practices for targeting a high quality

meat market.• Developing Disease free zonesDisease free zones.• Introducing Packed Meat .

Management Strategy Vision StatementVision Statement• Selects the finest animals and processes them at its facility (certified to meet export quality standards),and

then proceeds to export to some of the largest regional markets.

Mission StatementMission Statement• Providing the best hygiene and nutrition for the health and happiness of the nation. Our quality meat is

processed based on international hygiene standards and our state of the art abattoir is HACCP (Hazard Analysis and Critical Control Points) certified.

Competitive StrategyCompetitive Strategy• All our meat is fresh and kept chilled• Clean, intact packaging• Provide Distinctive, valued, standardize and hygienic food• Buyer can afford to pay for the difference

Supply Chain StrategySupply Chain Strategy• Ultimate goal of effective supply chain management system is to reduce inventory (with the assumption

that products are available when needed)• Supply chain management (SCM) of K & N’s is the oversight of materials, information, and finances as they

move in a process from supplier to manufacturer to wholesaler to retailer to consumer.

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Marketing Research (Forecasting)• Product Forecast (Long Term) 2014 – 2018 (Yearly)

• 10 % 15 % 18 % 20%

• Product Forecast (Short Term) Jan 2014 – Jun 2014 (Monthly)

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Year 2014 2015 2016 2017 2018

Forecasted Demand sales

16 M 17.6 M 20.2 M 23 .6 M 28.3 M

Month Jan Feb Mar Apr Jun Jul

Forecasted Demand sales

1 M 1.5 M 2 M 2.8 M 3 M 3.2 M

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Marketing Research• Geographic location of potential customers & Suppliers

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Hyderabad

Quetta

Peshawar

CUSTOMERS

FACILITIES

Manufacturing Strategy

MeatMeattain outletstain outlets

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Internal SCM Process Flow

Specifications

Customer Relationship Management

Customers ExpectationCustomers Expectation• What customers think and feel about a Meattain .• Compared with other companies.• Product expectations.

Customer touch pointCustomer touch point• Help line service • Fax• Email• SMS

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Distribution Strategy

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Distribution Strategy

• Macro Process Flow Macro Process Flow (Supplier & customers)• Sell through distributors, which sell to your targeted

customers and distribute to Meattain outlets.

• Distribution ChannelsDistribution Channels• The Northern (Rawalpindi / Islamabad), Central

(Lahore) & Southern Region (Karachi). A cold chain feeds the Northern & Southern Regions. Distribution to our Institutional & Retail partners.

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Demand ManagementDemand pattern :Demand pattern :• Under stand and identify customer segments.• Forecast on seasonality basis• Forecast on monthly basis

Material Management :Material Management :• Meet variation in Production Demand• Cater to Cyclical and Seasonal Demand• Economies of Scale in Procurement• Take advantage of Price Increase and Quantity Discounts Reduce

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Distribution StrategyGoogle map with complete positioning of customers, suppliers & facilities

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• The Northern (Rawalpindi / Islamabad),

• Central (Lahore)• Southern Region (Karachi).• Facilities only (Quetta and Peshawar)

CUSTOMERSSUPPLIERSFACILITIES

Hyderabad

Quetta

Peshawar

Return Management• Items purchased at a meattian can be refunded with a

receipt or exchanged within 2days of purchase.• • We will not expect original packaging where this is

removed as part of our delivery service.

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Supplier Relationship Management

VendorsVendors• Under the Supply Chain concept, the vendors are our Business Partners & long

lasting relationship is maintained in the mutual interest. Accordingly, MEATTIAN, over the period, has multiple business partners in the field of Packaging, ingredients & many other

Supplier selection criteriaSupplier selection criteria• Previous experience and past performance with the product/service to be

purchased• Ability to meet current and potential capacity requirements, and do so on the

desired delivery schedule.• Financial stability.• Technical support availability and willingness to participate as a partner in

developing and optimizing design and a long-term relationship.

Make or buy decision Make or buy decision • We can design and make our own product 16

Supply Chain Integration & Performance Measurement

• Information Flow (Down to upstream)– Customer to

– Retailer to Distributor

– Distributor to manufacturer

– Manufacturer to Supplier

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Salient features regarding the designed supply chain

SWOT Analysis

Strength :

• Another factor is the strong supply chain through its distribution channels.

Weakness :

• Though the products are cost effective as we take quality under consideration yet most of the products are targeted

for the upper class of society. We can use appropriate and differentiated pricing strategy to avoid this weakness

Opportunity :

• Meattain majorly operates in Pakistan, a country where distribution of products is limited to specific areas within an

urban sector hence grooming their product of under such circumstances has always been an opportunity for K&N’s

Threats :

• At present the only threat is the diseases spread amongst animals.

Technological RequirementTechnological Requirement• Camera grading implementation• Increased Angus genetics and improved genetics for marbling

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Thank you for your attention