Fresh and Healthy Beef We are pleased to meet you and we have meet to please you Company Introduction

As life is getting busy day by day, people dont have much time to go to the market and buy food items and then cook them, rather people dont want to waste time in cooking. So we are launching a Beef company which will provide people with different beef items and fresh beef in order to add convenience to peoples life. F&H is a company which provides its customer with pure and fresh beef and different beef items which are totally pure and fresh. It also provides its customer with the facility of free home delivery. The objective of F&H is to provide the finest quality products at the best prices. F&H is totally committed to customer satisfaction and service. Head office of the company is in I-8 Islamabad, retails shops are in bank road saddar, lalkurti, and commercial market. Our customers can be assured that the fresh meat they receive is of the highest quality and breed. Our products are produced in accordance with strict hygiene and quality controls at every stage. Our products original fresh quality is sustained by notable advances in agricultural technology and the health regulations, precautions and safety standards throughout production. The F&H team comprises experienced marketing, production and logistics personnel. They handle stock control, sales and marketing, shipping, foreign exchange and documentation. F&H marketing strategy is based around extensive market coverage that assures the best returns for suppliers products from a select range of reliable customers and manufacturers.
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Mission Statement Provide the best possible product at the best possible price. Vision Statement Providing better nutrition for Health and Happiness of the Nation. Certifications F&H ensures food safety by implementing the HACCP (Hazard Analysis and Critical Control Points) system to produce safe and healthy beef and beef products. y Quality Management System at F&H is ISO 9001:2008 certified. Through this internationally recognized quality management system, F&H is able to control and monitor quality specific factors, which ensure consistency in its products and services while assuring customer satisfaction. y Beef is HALAL butchered by hand (Islamic Zabeeha) strictly according to The Shariah. F&H slaughtering procedure has been assessed by Darul-Ifta of Jamia Ashrafia and Jamia Naeemia, both authentic institutions for granting Halal certification.

F&H Products We offer an extensive array of the following fresh beef products: Beef Nuggets Beef Burger Patties Beef Sausages Hunter Beef Beef Slices Beef Kababs Beef Chunks Beef Ribs Beef Gola Kabab Boneless Beef With Bone Beef Ground Beef Beef Behari Kabab BBQ Beef Beef Stew

y y y y y y y y y y y y y y y

Meat Consumption in Pakistan Though per capita meat, milk and egg consumption in Pakistan is still significantly higher than in India, Bangladesh and Sri Lanka, its livestock production has remained uneven with meat consumption per person declining by 1.7 per cent. The latest report of Food and Agriculture Organization (FAO) reveals that the per capita meat consumption in Pakistan declined from 14.5 kg per annum in 1995 to 12.2 kg in 2007. This was the period when the food inflation in Pakistan was under control. Though data after this period is not available, consumption has surely declined after a sharp increase in the rates of mutton, beef and poultry meat. However, despite this decline of 1.7 per cent in the meat consumption Pakistan fares much better than Bangladesh, India, Nepal and Sri Lanka where the per capita meat consumption stands at 3.1, 5.1, 9.7 and 7.1 kg per annum. Another point worth noting is that all these countries recorded increase in per capita meat consumption which grew by 0.7 per cent in Bangladesh, 0.8 per cent in India, 0.3 per cent in Nepal and by 3.0 per cent in Sri Lanka. Consumption of meat in all these countries, however, is much less than the global per capita average of 41.2 kg per year. It is worth noting that meat production in Pakistan increased from 1.857 million tons in 1995 to 2.161 million tons in 2007, an increase of 1.7 per cent which was lower than the increase in its population.

The above graph shows that the beef consumption in Pakistan has been constant from 2000 to 2005; in 2006 the graph shows an increase in the beef consumption which is constant till 2011. This shows an opportunity for us to start our business as the beef consumption is high in Pakistan so investing in this industry will result in great profitability and success of the business. Customer Analysis Our target market includes people of all age groups. The products of our company are really very easy to cook. Now a days people want comfort in everything, our products will add convenience to the life of our customers, they just have to fry the products and enjoy their meal. In this busy life no one wants to cook food. Our company provides people with a number of tasty products which can be easily cooked and served. Our target markets are the people of middle to high class. We provide excellent quality products at a minimum best price which helps us to attract
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customers and our free home delivery and satisfying customer service helps us to retain customers and maintain relation with customers. Competitor Analysis At present there is no beef company in Pakistan which provide beef products or frozen beef. Our company will be the first to launch beef products under a companys brand name, although there are local beef sellers who provide beef to customers, and stores like city super market, metro also sell beef products. It is great opportunity for our company to grab the market in this situation when there is no competitor for us. For building our brand equity is the consumers mind, our main focus will be on some key factors like price, quality and customer services. However there is a threat for us too, K&N is the largest chicken selling company, which provides its customers with a numbers of chicken products and customers are well satisfied with its products and are loyal towards the brand and it has huge market share, sales and profitability, it is a great threat for us that if K&N diversifies its product line and launches beef products, so the customers may prefer that product because of their trust on K&N. However free home delivery and low cost is the competitive edge of F&H. We have no direct competitor but our indirect competitors are K&N and Menu.

SWOT Analysis of K&N STRENGTHS K&Ns has established its name in international market as well. Large market share The company is now a producer of its own unique type which produces various categories of products. y y y Customers of K&N are loyal towards the brand. Another factor is the strong supply chain through its distribution channels. Many retail shops in different areas

y y y

WEAKNESS Rates of K&Ns products are comparatively high. Most of the products are targeted for the upper class of society.

y y

OPPERTUNITIES As K&Ns 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&Ns. y By improving their Distribution channels as well as pricing strategies, can give a strong increase in brand equity and can promote their product demand. y The comparison of the prices of chicken produced at local shops cannot be done if hygiene is kept in view.

THREATS K&N has a threat that if another firm enters into the market with the same products. At present the threat is the diseases spread amongst broiler chickens.

y y

Market Analysis The market in which we are going to enter is quite attractive for us. We will be promoting our company through aggressive advertisement on billboards, television, and internet. Some small samples will be distributed randomly in different areas. We will provide customers the beef of excellent quality with low price. Free home delivery will be done for our customers within half an hour, membership and discount cards will be made for our repeated customers. Free home delivery and low price are our competitive edge which will help us to attract customers to purchase beef from us. As our company is new in the market so it is difficult to capture the market share and attract customers attention. We have our own distribution channels and retail shops in Islamabad I-8, commercial market, lalkurti and saddar. We have our own suppliers who distribute our products to these retailing shops. Our key success factors will be low price, excellent quality, and free home delivery. Environmental Analysis Demographic environment Demographic environment of any country is having a great influence on the purchasing pattern of consumers. It involves age, gender, race, occupation, location and density of population. It varies from country to country. F&H in Pakistan is focusing on the demographic variables of its customers in order to create a positive image in their minds and position our brand also.

Economic environment Economic pattern of any country determines which products and brands would be preferable by customers by seeing their demand and income level. K&N is having a great impact of economic environment. F&H promises to deliver that service to its customers by keeping in mind their economic condition. Natural environment Natural environment is also playing a vital role in determining the way through which it can provide its product and services to customers. For example natural environment can influence the raising of calves, feeding them, growing them etc. Technical environment F&H is using modern technology and latest machines for production of beef to maintain its quality and cost and to keep the freshness of our products and purity of our products. Cultural environment Culture plays a main role in determining the consumption pattern of any country. It is having cultural impact on its distribution pattern. F&H follows all the cultural aspects of the country and provides halaal beef.

SWOT Analysis of F&H

Strengths F&H is unique and is offering product which other companies are not offering. F&H provide products to its customers at low cost. Free home delivery to its customers. Aggressive promotion of the company. Excellent quality products.

y y y y y

Weaknesses F&H has very low market share. F&H is a new company; customers may not be convinced easily. Heavy investment has been made, so financial position of F&H is not so strong. Market position of F&H is low. Geographical limitation. Expansion cost is high.
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y y y y y y

Opportunities If F&H is successful in its business and attracting and retaining customers then there is an opportunity for F&H to diversify its product line and launch chicken products too. y y Expand market into more areas. Customers prefer low priced products.

Threats There is a great threat for F&H that if K&N launches beef products then people might prefer its products over our products. y y There is a threat if a new firm; manufacturing beef products enters the market. People might not prefer F&Hs products as we are new in the market.

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Life cycle of F&Hs beef cattle

We have our own farm near Rawat, where cows and calves are taken care of. After a calf is born from a cow and is of about 6 to 8 months of age, bull calves are typically fed until market weight. Genetically superior bull calves are separated out for use in breeding programs. The growth period for beef cattle is 9 months. The average cow will stay productive in a breeding herd for 7 to 9 years if no disease or physical problems develop. Beef cattle, like other mammals, possess a digestive system that includes a multi compartment stomach that can digest fibrous materials such as grass, corn stalks, cottonseeds and grass etc. To ensure consistent performance with high standards, our calves really live on a healthy and well balanced diet. Cattle are also fed protein sources, such as soybean meal, canola meal, and cereal grains such as corn, sorghum, barley, wheat, and oats. Generally, feedlot cattle are fed predominantly high quality fibrous diets early in their growth periods and high energy cereal grain diets during the finishing periods. Feed

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is always tested by our quality assurance lab to ensure it is wholesome because we dont compromise on quality. Special vaccinations are available to keep the cows free of diseases. To ensure strict bio security, all breeder farms work on the important principle of all-in-all-out to avoid multiple ages at any breeder farm. Breeding stock is housed in environment-controlled houses equipped with most modern ventilation, cooling and heating equipment. Some of the worlds best performances have been achieved at F&H. Strict bio-security measures are taken at all farms to reduce the risk of disease transmission through mechanically and physically transferred disease causative agents. Careful attention is paid to cattle health, vaccination, weighment and selection to maintain healthy and uniform breeding groups. F&Hs Quality Assurance Lab monitors the entire integration process, from livestock to feed and on to preparation of the products. The entire integration process is monitored and regulated to ensure that the products are wholesome, safe and healthy. Distribution Systems of F&H Our aim is to provide our customers with fresh beef products to achieve that purpose. Our products are stored at -21C to maintain freshness. Packed products are moved into F&Hs sanitized refrigerated trucks for distribution to ensure uncompromising quality control. F&Hs beef products are available at F&Hs stores and leading retailers and also delivered to quality and food safety conscious institutions such as hotels and restaurants. Special attention is paid towards the process of carrying products from manufacturing place to retail shop because we dont compromise on our products freshness and quality.

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Supply Chain Management of F&H

F&Hs supply chain makes sure that its products are available, no matter where you are. We integrate processes from the farm to markets, and ensure products are delivered to you at the right time, the right cost and in the right quantities. In our farm where calves are raised up, beef is produced and slaughtered and then this beef is taken from the farm where they are produced then the cleaning procedure is done, to ensure that the product is hygienic and not harmful to health, after that, products are shaped into different ready to cook items. After that the products are carried to the packaging and labeling centers where products are packed into different packets of different sizes. When the packaging and labeling of products is done then they are brought to different retailing shops for the purpose of selling to customers. Throughout this process, the products are carried in refrigerated trucks so that the products do not loose there freshness and purity.

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Strategy Development Our strategy consists of following points: First of all our focus is to provide high quality beef too our customers. Sell products at low price. Provide best customer service to our customers Free home delivery for our customers within half an hour. Promotion through aggressive advertisement. Facilitate our repeated customers with discount cards.

y y y y y y

Marketing Strategy F&H is using the marketing concept that states the organization should be aware of the needs and wants of the target markets and should be delivering the desired satisfaction better then the competitors do in order to achieve the organizational goals. We have a plan of using the marketing strategies that have been discussed below: Product concept

This concept says that consumer will favor products that offer the most quality performance and features and that the organization should therefore dedicate itself to make continuous improvements in products. F&H focuses on providing better nutrition for the health and happiness of the people. Our first priority is quality then low price and customer satisfaction which will result in building strong

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relation with the customers and ultimately result in profitability. Are products will be checked at all stages of production to ensure that the products are 100% hygienic. Selling concept

This concept states that consumers will not buy enough of the firms products unless it undertakes a large scale selling and promoting effort. We are launching beef products that have not been introduced under a brand name. To make our valuable consumers aware of our newly launched product we have decided to use this concept. We will create awareness among our customers on a large scale utilizing all the best promotional means available. Television is the first priority, billboards at the best locations is at the second. We will be also providing free home delivery facility within half an hour to our customers, our customers will be treated very nicely and membership cards, discount cards will be made for the customers who will purchase our products frequently.

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Porters Five Forces

Threat of New Entrant There is always a threat of new entrants in any industry. There is a threat that if a new firm enters into the market then it will affect our business position as well as profitability and the competition will also become hard. Bargaining Power of Customers The bargaining power of customers is low because our company is the first one which is producing beef products under a brand name. Bargaining Power of Suppliers The bargaining power of supplier is high because F&H is the only company which provides a number of beef products to its customers at a low price and high quality with free home delivery.

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Threat of Substitute Product There is also a threat that people may prefer chicken over beef, so in this situation F&H will face many difficulties and might suffer loss. Rivalry within the Existing Firms There is no direct competitor of our firm however K&N is our greatest threat that if it diversifies its product line and launches beef products then customers might prefer its products rather than our products, because K&N great brand name and large market share. Value Chain Analysis F&H Our Suppliers Our suppliers include those business partners who supply our system with materials including ingredients, packaging, and machinery, as well as goods and services. At a minimum, all authorized and direct suppliers must comply with all applicable laws and regulations, including those concerning child labor, forced labor, wages and salaries, health and safety, and environmental practices. Thus F&H Company gives a lot of importance to its suppliers because they in return provide quality goods and superior services. F&H has its own suppliers who take care of the whole production process in our farms, then carry the slaughtered beef for further processing e.g. cleaning process, to make sure that the products are totally hygienic and not harmful to health. And then these suppliers distribute these products into different retailing shops in Rawalpindi and Islamabad.

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Our Customers Our customers include customers of all age groups and different local and national stores like city super market, metro etc. Whether customers are large or small, we work with them to create mutual benefit which helps to grow the company. We value and please our customers by providing excellent quality products and giving them satisfying customer service. If customers have any question about our products they are answered promptly. And we highly appreciate the recommendations of our customers to bring innovation, creativity and improvement in our products. Financial Objectives To recover the investment in at least 5 years. To increase net growth. Grow or sustain market share. To increase the profitability. To decrease production cost. To increase revenues and decrease expenditures. Ensure survival

y y y y y y y

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Promotion on campus The following panaflex will be displayed in the university campus for the promotion and advertising of the product.

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References http://lowfatcooking.about.com/od/healthandfitness/a/10foodtrends.htm http://www.buckheadbeef.com/company_info.htm http://www.epa.gov/agriculture/ag101/beefphases.html http://www.nebraskastudies.org/1200/frameset_reset.html?http://www.nebraskastudies.org/1200/ stories/1201_0500.html http://www.indexmundi.com/agriculture/?country=pk&commodity=beef-and-vealmeat&graph=per-capita-consumption http://finance.kalpoint.com/highlights/business-news/per-capita-meat-consumption-declines-by17pc.html

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