Koutoubia

1. Koutoubia
Supervised By:
Dr. Hicham Amine
Yahya Khademllah
Prepared By:
Kawthar Khaloufi
Brahim Elyamani
Elarbi Aboulkassim

2. Outline
 Company Overview
 Mission and vision Statement
 SWOT Analysis
 Problem Statement
 Problem Analysis
 Valid Alternatives
 Implementation of the Solution
 Recommendations

3. Part I:
COMPANY
INTRODUCTION

4. Company Profile
• Founded as SAPAK (Société Anonyme des Palmeraies Koutoubia) in 1985.
• The headquarters is located in Mohamedia
• El Koutoubia has a market share between seventy five to eighty percent of
the total Moroccan market
• The company is experiencing an annual development rate of almost ten
percent
• Important investments in R&D.
• The company’s operations are organized around 3 business areas which are
the breeding, slaughtering and processing of Halal meats.
• Main competitors (Eldin Co. , Banchereau Maroc, Foodis, and Samafaco)

5. Vision
• The holding’s main objective is to increase its own market shares for
higher profitability. As a result, it has to increase its exports to the
Middle Eastern countries
• The company is aiming at penetrating new markets located in other
regions of the world, where they can easily and successfully integrate
and dominate the market.

6. Mission and Values
• “To meet the needs of customers and anticipate their expectations, El
Koutoubia relies on its undeniable leadership, long experience and unique
know-how to produce quality, safety and environment-complying products.
These are the three commands of its sustainable growth strategy”.
• Thanks to its perseverance and commitment, the holding enjoys today a
remarkable acknowledgment illustrated by the quality awards

7. Swot Analysis

8. Part II:
Business Problem

9. Problem Statement
• Based on qualitative research, we found out that El Koutoubia is
facing a serious problem with its packaging.
• When the packaging is opened by the customer, the product ought to
be totally consumed in the few coming hours otherwise it will perish
and eventually cause health damages on the consumer.
• With continuous health sensitization and consumers’ tendency
toward healthy products, El Koutoubia might be facing a great risk of
losing a portion of its market share.

10. Problem Analysis:
• Cheap materials
• Easy to print on
• Potential for short-
term return.
• Reduced transactions
costs.
•Profitability.
•Low focus on
customer
satisfaction.
•The wait and see
approach
• Product
development and
innovation
•Capital issue.
•Wrong approach.
• Old machinery.
Machines Production
Short-
termism
phenomenon
Sales

11. Problem Analysis:
•Weak marketing department.
•Failure to understand
customer needs.
•Targeting limited market.
•Cheap Materials.
•Easy to print on.
•Reduce material costs
•Low competition in the
Market.
•Reputation in the market
•Lack of expertise
•Lack of new ideas.
People Competition
MarketingMaterials

12. The main cause of the problem
can be explain by the
machinery.
As a result, consumers are not
satisfied :
Lack of the protection.
Safety Problem.
Problem Analysis:

13. Alternatives:

14. 1. Buy new machinery.
2.Outsourcing.
3. Sell small portions.
Problem Analysis:

15. Alternative 1: Buy new machinery
Automatic Vacuum Forming Cutting & Stacking Machine.
Cost: Between $ 120,000 – $ 130,000.
Power: 140 kw
Production efficiency : 4-5 seconds/unit
Material can be recycled
Excellent quality
CE approved
ISO9001 certifications

16.  Supliers of packaging in
Morocco:
 DIMATIT
 Agrumar source
 Casapacking
the average cost of packaging is
$1 for every $11 spent.
Alternative 2:Outsourcing

17. Koutoubia can start sellling portions for one
time use.
Excluding family size portions.
Alternative3: Sell small portions

18. Koutoubia should choose alternative 1.
Economies of scales.
Time savings.
the equipment can be used for more than
one product line.
provide a positive return on investment.
Selection of Alternative:

19. First step: Hiring a market research agency, AMRB in
our case.
Second step: Assessing & selecting the best ideas to be
developed.
Third step: Designing a prototype.
Forth step: Launching an advertising campaign.
Final Step: Starting the production process.
Implementation:

20. Recommendations
•Adopt a less centralized management style.
-Packaging.
-Transportation.
•Provide the proper training.
-Over 34 000 employees need control.
•Minimize delays and scheduling issues.
-SAP (Systems, Applications, & Products in Data Processing.)