1. Supply Chain Management
Project (MBA)
Designing Supply Chain Network for New Product In
Pakistan Market
1
Muhammad Shoaib

2. 2

3. Executive Summary
3
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.

4. 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

5. Key Assumptions
5
• Production trends in high quality meat
• Best practices for targeting a high quality
meat market.
• Developing Disease free zonesDisease free zones.
• Introducing Packed Meat .

6. 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.
6

7. Marketing Research (Forecasting)
• Product Forecast (Long Term) 2014 – 2018 (Yearly)
• 10 % 15 % 18 % 20%
• Product Forecast (Short Term) Jan 2014 – Jun 2014 (Monthly)
•
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
7

8. Marketing Research
• Geographic location of potential customers & Suppliers
8
Hyderabad
Quetta
Peshawar
CUSTOMERS
FACILITIES

9. Manufacturing Strategy
MeatMeattain outletstain outlets
9
Internal SCM Process Flow
Specifications

10. 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
10

11. Distribution Strategy
11

12. Distribution Strategy
• Macro Process FlowMacro 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.
12

13. Demand Management
Demand 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
13

14. Distribution Strategy
Google map with complete positioning of customers, suppliers & facilities
14
• The Northern (Rawalpindi /
Islamabad),
• Central (Lahore)
• Southern Region (Karachi).
• Facilities only (Quetta and Peshawar)
CUSTOMERS
SUPPLIERS
FACILITIES
Hyderabad
Quetta
Peshawar

15. 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.
15

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

17. Supply Chain Integration &
Performance Measurement
• Information Flow (Down to upstream)
– Customer to
– Retailer to Distributor
– Distributor to manufacturer
– Manufacturer to Supplier
17

18. 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
18

19. 19
Thank you for your attention