Business Development Plan for Sawaya for Agriculture & Trading (SARL)
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Collaborated with CXOs; developed go-to-market strategies to penetrate Iraq market; pitch effective marketing strategies; usability case study of new product features, market research and survey, revamped business recommendations. Disclaimer: - The slides presented here are a crude version and can be taken as an excercise and not the actual detailed/refined content presented to the stakeholders. The certificate provided by the organisation, presented at the last slide, is verifiable. If the originals are needed, they will be provided based on mutual agreement. (All Rights Reserved)
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Business Development Plan for Sawaya for Agriculture & Trading (SARL)
- 1. Business Case Study and Report PRESENTED BY: Soham Mondal Sawaya
- 2. Company Overview • Sawaya Eggs is fully owned subsidiary from Sawaya poultry farms which is established in 1983. • In today’s numbers, volume of distribution is 22000 eggs • Aim is to double Sawaya Eggs business by end of 2025.
- 3. Number of eggs in millions 2023 2024 2025 2026 2027 2028 40 30 20 10 0 Industry Analysis • Revenue in the Iraq Eggs market amounts to USD 0.3 billions in 2023. The market in Iraq is expected to grow annually by 5.29% (CAGR 2023-2028). • In relation to total population figures, per person revenues of USD 7.99 are generated in 2023. • In the Iraq egg market, volume is expected to amount to 30.85 millions eggs by 2028 (by volume). The Eggs market is expected to show a volume growth of 6.9% in 2024 • In 2023, the present volume is at 25.45 millions eggs (by volume) • In 2025, the present volume is at 28.63 millions eggs (by volume) which is an increase of ~12.5% • So in 2 years, egg market is expected to be almost doubled in volume. (CAGR) Recent industry trends Source: https://www.statista.com/outlook/cmo/food/dairy-products-eggs/eggs/iraq Assumption - Average weight of eggs is presumed to be 60 g Volume (number of eggs sold) CAGR – compound annual growth rate 25.45 27.2 28.6 29.9 30.0 30.5
- 4. Revenue Analysis • Revenue in the Iraq Eggs market amounts to USD 0.34 billions in 2023. • Revenue in Iraq Eggs market amounts to USD 0.40 billions in 2025 which is an increase of 17.6% increase from 2023. • In the Iraq egg market, revenue will increase to USD 0.44 billions USD by 2028 which is an increase of 29.4% increase from 2023. Source: https://www.statista.com/outlook/cmo/food/dairy-products- eggs/eggs/iraq Assumption: Data shown is using current exchange rates and reflects market impacts of Russia-Ukraine War 340 370 400 420 430 440 0 8.8 8.1 5 2.4 2.3 7.99 8.44 8.79 9.09 9.04 9.2 0 50 100 150 200 250 300 350 400 450 500 2023 2024 2025 2026 2027 2028 Revenue in million (USD) Revenue change in % Average revenue per capita (USD)
- 5. Price per egg in USD 2023 2024 2025 2026 2027 2028 0.15 0.1 0.05 0 Price Analysis • Price per unit (eggs) in USD remains an average of 0.145 USD (190 IQD) over the span of 2023-2028 and does not change much. Source: https://www.statista.com/outlook/cmo/food/dairy-products-eggs/eggs/iraq Assumption: Data shown is using current exchange rates and reflects market impacts of Russia- Ukraine War 0.141 0.143 0.144 0.146 0.148 0.149
- 6. Strengths - Focussed Business - Strategic Location - Correct Price Point - Capacity and High Demand - Easy Entry Barrier - Good variety and Quality - Strong Sales - Low Inflation Rate - Stable Exchange Rate Weakness - Scalability - Manual Packaging - Limited Exposure to Internal Customers Opportunities - Development of Strategic Alliances and Partnerships - Vendor Relationships - Focus on Developing Customer Retention and Loyalty Programs - Digital Marketing - Focused Diversification - Increased Demand - Weak Competition Threats - Price Volatility - Government Regulations, Policies and Taxation - High Supplier Costs SWOT
- 7. P Political - Political instability - Government regulations - Development plans E Economical - Less diversification in economy - Covid 19 pandemic effect - Multiple economic reforms - Stable inflation rates -Stable exchange rate of local currency with USD S Social - Young population and increasing literacy rate - High protein diet - No specific preference to a particular product T Technological - Digitalization, e-governance, FinTech - Young demographic and technology penetration - Digital purchase and technology enablement L Legal - Legal reforms and improved investment climate - Promotion of local poultry industry E Environmental - Improved environmental policies, focus on renewable energy, water conservation - Flexibility on sustainability issues in mass poultry production
- 8. Distribution Channels The possible distribution channels that Sawaya Eggs can adopt are the following:- • B2B - The company can partner with hotels, restaurants, small businesses, governments, local third party vendors that has demand of eggs • B2C - The company can also partner directly with customer community and directly interfere with specific consumer groups through sales and marketing • Online - The company can make use of digital marketing through website and social media for being able to reach a broader number of audiences and improve penetration. Sawaya Eggs can also create engaging relationships with customers through loyalty programs and discounts
- 9. Customer Segments The customer segments that Sawaya Eggs will be targeting mainly are:- • Retailing and market segment - Sawaya eggs can directly interface with the market and third party local vendors or players like supermarkets with wholesale distribution or having niche demand of eggs for retailing goods • B2B Sales and Business segment - The company can partner with hotels, restaurants, small businesses, governments, local third party vendors that has demand of eggs
- 10. Partnerships Sawaya Eggs can develop strong partnerships and ventures with other companies especially for purposes of expansion and mitigation of risks. At the same time, it will give the company exposure for pursuing future growth. The categories of possible partnerships it can look into are as follows:- • B2B partnership (Private) – The company can partner with hotels, restaurants, small businesses that need eggs, setting up loyal distribution channels. • B2B partnership (Vendors) – The company can partner with local best rated and trusted third party vendors and distributors to reduce the import duty to some extent. • B2B partnership (Government) – The company can partner with local government backed public agencies, government bodies, International Trade Centre, Government of Iraq to gain benefits in terms of subsidized rates, growth incentives and tax reduction. References – • "Strengthening the agriculture and agri-food value chain and improving trade policy in Iraq" (SAAVI) - International Trade Centre (ITC) - https://www.iraq- businessnews.com/2021/07/12/developing-iraqs-poultry-and-tomato-sector-strategies/ • https://alsadeq-group.com/agriculture-poultry-division-2/ • https://www.dnb.com/business-directory/company-information.poultry_and_egg_production.iq.html • https://www.iraq-businessnews.com/2017/08/29/cherkizovo-group-receives-permission-to-export-to-iraq/
- 11. CONCLUSION/NEW HORIZONS • Advantage of Increased Demand : Sawaya Eggs can increase their sales in this fast growing consumer market by taking advantage of the increased demand and flat supply. • Diversification of Products : The Sawaya Eggs can expand its’ product portfolio to broiler/inorganic eggs and country eggs/organic eggs and diversify and expand their earning. • Technology Enablement : The Sawaya Egg can make use of digital marketing through website and social media for being able to reach a broader number of audiences, and improve penetration. • Partnership with Public Agencies : The Sawaya Eggs can develop strong partnerships and ventures with other companies especially for purposes of expansion and mitigation of risks. Also, the company have an opportunity to partner with local government backed public agencies to gain subsidized rates and tax benefits.
- 12. CERTIFICATE
Editor's Notes
- STRENGTHS - Focused Business : Sawaya, as a company is only focused on one poultry product i.e., eggs leading to increased productivity. Location : Location of company is close to the border of Lebanon. So it has easy accessibility to the mediterranean sea and the global adjacent market like Iraq. Price Point : The selling price per egg fo Sawaya is 0.16 USD. The average price of one egg in Iraq market is presumed to stay at 0.145 USD. So, the company is competitive in price point. Capacity and high demand : According to market statistics, Iraq eggs market is expected to be doubled in revenue. So the company is in a suitable position to take advantage of this growing demand to reach its’ goal of doubling its’ capacity by volume. Easy Entry Barrier : Sawaya Eggs, as a company, is at present has a high distribution capacity of eggs and well-established distribution channels. Hence, entry barrier to Iraq eggs market is minimal as they possess experienced operational skills. Variety and Quality : The superior variety and quality of eggs for the company is another factor that adds to its’ strength. Strong Sales : The Sawaya Eggs also has strong sales, which has allowed the company to maintain high revenue growth. The sales of the Sawaya Eggs are attributed to the product offerings as well as the highly trained and focused sales team along with multiple sales channels adopted by the company. Inflation : Inflation in consumer prices in Iraq is 5.34% in 2023 and rate will become 2.9% and 2% in 2028 which shows a sharp decrease in the rate in subsequent years. The inflation is subsidized to some extent by Iraqi government, to keep poverty percentage in check and to maintain social security. This reduces the risk of business and increase security for buyers in Iraqi egg market and maintain stable sales for Sawaya Eggs.(Reference - https://www.statista.com/statistics/327290/inflation-rate-in-iraq/) Fixed Exchange Rate : The IQD - USD exchange rate is also fixed for a long interval of time which is maintained by the local government which induces a stable environment for investment in the Iraqi eggs market. This factor also imbibes security for Sawaya to expand their market in Iraq. WEAKNESS – Scalability: The Sawaya Egg, as a company is very much family focused. So, scalability and flexibility of the business is constrained, which can be enhanced by re-organisation and bringing an agile and culture. Packaging : For the company, packaging of eggs is manual as of now. It increases the setup time for distribution and time to enter market. Limited Exposure to Internal Customers : The Sawaya Egg is having a little limited exposure to internal customers The company continues to operate with similar target consumer groups. This is true for all its offerings. As a result, the Sawaya Eggs has failed to explore the full potential of the market, and has restricted its competitiveness as well. OPPORTUNITIES – Development of strategic alliances and partnerships : The Sawaya Egg can develop strong partnerships and ventures with other companies especially for purposes of expansion and mitigation of risks. At the same time, it will give the company exposure for pursuing future growth. Also, the company have an opportunity to partner with local government backed public agencies to gain subsidized rates and tax benefits. Vendor Relationships : Partnerships with hotels, restaurants, small businesses that are in need of eggs, setting up loyal distribution channels and offering of special services like delivery on call through mobile application can provide convenience for consumers and lead to increased sales. The company can utilize third party government backed public trading partners to reduce import duties on their products. Focus on developing customer retention and loyalty programs : The Sawaya Egg can focus on enhancing its CRM processes through building retention and loyalty programs – which reward consumers for repeat purchases. This will ensure higher sales, repetitive purchases, as well as increased buying. Digital Marketing: The Sawaya Egg can make use of digital marketing for being able to reach a broader number of audiences, and improve penetration. At the same time, digital marketing will also allow the Sawaya Egg company to form engaging relationships with consumers – which in turn will lead to unique insights and developments. Focused diversification: The Sawaya Egg can expand its’ product portfolio to broiler/inorganic eggs and country eggs/organic eggs and diversify and expand their earning. They can assess their strengths and market gaps to innovate and for new product development. It can prospectively give them first mover advantage as well in different markets. Increased Demand : Statistics shows an increased demand in terms of volume and revenue in the Iraqi eggs market between 2023-2025. (Refer slides 3 and 4) But the local poultry production growth shows a slow or moderate growth. Sawaya eggs can increase their sales in this fast growing consumer market by taking advantage of the demand and supply. Weak Competition : Loyalty to a specific supplier of eggs is not present in Iraq Eggs market as of now. Because of low differentiation in products and moderately low competition in the current market , Sawaya Eggs has opportunity to utilize this factor to their benefit to increase the sales of eggs. THREATS – Price volatility : The Sawaya Egg may face high price volatility and fluctuations owing to the increasingly tense ongoing geo-political situations, instability in the government, which may impact the schedule of internal operations and costs. Government regulations, policies and taxation : The changing government regulations and policies increase the cost of doing business for the Sawaya Eggs, for example, through increasing import duties on raw materials. (Reference- https://www.iraq businessnews.com/2015/03/04/higher-iraqi-taxes-hit-turkish-poultry-exporters/) High supplier costs: The Sawaya Eggs may experience high supplier costs, owing to the high bargaining power of the supplier in the local industry due to their government support. This may make the operational cost of doing business a little high for the company. (Reference - https://www.iraq-businessnews.com/2020/08/26/iraqi-govt-to-support-poultry-sector/) Products are imitative: The competition can easily imitate Sawaya Eggs products, which lowers its uniqueness and point of differentiation – leading to the high number of substitutes available in the market.
- Political Factors Iraq has a complex political landscape, with a history of internal conflict. The country has been facing political instability due to ongoing internal sectarian tensions. Instability in the political scenario of Iraq may lead to abrupt changes in government regulations which can lead to change in business environment. This may impact the schedule of internal operations and costs of sustaining business in Iraq. However, the government has taken steps to improve investment climate and attract foreign investors through multiple reforms and economic development plans (KPMG, 2020). Reference - KPMG. (2020). Doing business in Iraq. Retrieved from https://home.kpmg/xx/en/home/insights/2016/01/doing-business-in-iraq.html Economical Factors Iraq‘s economy heavily relies on its‘ oil reserves, which account for more than 90% of its exports and government revenue (World Bank, 2021). The Covid-19 pandemic has also impacted Iraq‘s economy along with other economies across the world. The local egg sellers are making sustainable money and profits while doing operations in Iraq at present. So, the above risks had very minimal impact on the concerned market. Also the government has implemented economic reforms and diversification strategies to reduce its‘ reliance only on one sector, oil and attract foreign investment in other sectors, such as agriculture, tourism, and manufacturing. (KPMG, 2020). Inflation in consumer prices in Iraq is 5.34% in 2023 and rate will become 2.9% and 2% in 2028 which shows a sharp decrease in the rate in subsequent years. The inflation is subsidized to some extent by Iraqi government, to keep poverty percentage in check and to maintain social security. This reduces the risk of business and increase security for buyers in Iraqi egg market. (Satista, 2023). The IQD - USD exchange rate is also fixed for a long interval of time which is maintained by the local government which induces a stable environment for investment in the Iraqi eggs market. This factor also imbibes security for the external investors investing in the market. Reference - KPMG. (2020). Doing business in Iraq. Retrieved from https://home.kpmg/xx/en/home/insights/2016/01/doing-business-in-iraq.html Statista. (2023). https://www.statista.com/statistics/327290/inflation-rate-in-iraq/ Social Factors Iraq is a culturally diverse country with various ethnic and religious groups, which can affect social dynamics and business practices. The country‘s young population and increasing literacy rates provide opportunities for human capital development and innovation (UNESCO, 2021). Due to the ongoing trend of high consumption of eggs over the years in Iraq due to the high protein diet of the society, the demand of eggs among the local consumers is going to be constant. (Helgilibrary, 2023). Also the local consumers have no preference to any particular egg or Loyalty to a specific supplier of eggs is not present in Iraq Eggs market as of now. Because of low differentiation in products and moderately low competition in the current market, the entry of external investors in the eggs market is easy and stable. Reference - UNESCO. (2021). Iraq Education for All 2021 National Review. Retrieved from https://unesdoc.unesco.org/ark:/48223/pf0000376513 Helgilibrary (2023). https://www.helgilibrary.com/indicators/egg-consumption-per-capita/iraq/ Technological Factors The country‘s young population and increasing literacy rates provide opportunities for human capital development and innovation (UNESCO, 2021). The Government has been implementing initiatives to enhance digitalization and promote innovation in various sectors, such as e-governance, fintech and renewable energy (KPMG, 2020). The country‘s strategic location and potential for technology transfer provide opportunities for foreign investment and partnerships (UNCTAD, 2021). More people in Iraq are adopting technology and using social media platforms to make their purchasing decisions. With the penetration and growth of technology in Iraq, more digitally enabled businesses will get a boost in their growth. Reference - UNESCO. (2021). Iraq Education for All 2021 National Review. Retrieved from https://unesdoc.unesco.org/ark:/48223/pf0000376513 KPMG. (2020). Doing business in Iraq. Retrieved from https://home.kpmg/xx/en/home/insights/2016/01/doing-business-in-iraq.html UNCTAD. (2021). World Investment Report 2021: Investing in Sustainable Recovery. Retrieved from https://unctad.org/system/files/official-document/wir2021_en.pdf Legal Factors Iraq‘s legal system is based on civil law, but the government has been implementing legal reforms and initiatives to improve the investment climate and protect intellectual property rights (KPMG, 2020). Iraq government is trying to promote local poultry industry and increasing the tax on export of poultry from other countries into Iraq. Reference - KPMG. (2020). Doing business in Iraq. Retrieved from https://home.kpmg/xx/en/home/insights/2016/01/doing-business-in-iraq.html Environmental Factors Iraq is facing some environmental challenges, such as desertification, which can impact human health and economic activities (UNDP, 2020). However, the government has been implementing environmental policies and initiatives to address these challenges, such as renewable energy projects and water conservation programs (KPMG, 2020). At present, the sustainability issues related to environmental factors, owing to mass poultry farming has been moderately standard and does not involve a lot of restrictions on businesses. I Reference - UNDP. (2020). Iraq National Human Development Report 2020: Youth and Development in Iraq. Retrieved from https://www.iq.undp.org/content/iraq/en/home/library/nhdr/iraq-national-human-development-report-2020-youth-and-developm.html KPMG. (2020). Doing business in Iraq. Retrieved from https://home.kpmg/xx/en/home/insights/2016/01/doing-business-in-iraq.html
- Increased Demand : Statistics shows an increased demand in terms of volume and revenue in the Iraqi eggs market between 2023-2025 by a percentage of 12.5% and 17.6% respectively.(Refer: Slides 3 and 4). Also it shows an increase in demand in terms of population increase between 2023-2025 by a percentage of 5.3%. (Reference - https://www.statista.com/statistics/326867/total-population-of-iraq/#:~:text=The%20total%20population%20in%20Iraq,a%20new%20peak%20in%202028). But the local poultry production growth shows a slow or moderate growth. Sawaya Eggs can increase their sales in this fast growing consumer market by taking advantage of the increased demand and flat supply. Diversification of Products : The Sawaya Eggs can expand its’ product portfolio to broiler/inorganic eggs and country eggs/organic eggs and diversify and expand their earning. They can assess their strengths and market gaps to innovate and for new product development. It can prospectively give them first mover advantage as well in different markets. Technology Enablement : The Government has been implementing initiatives to enhance digitalization and promote innovation in various sectors, such as e-governance, fintech and renewable energy (Refer: Slide 15) The country‘s strategic location and potential for technology transfer provide opportunities for foreign investment and partnerships (Refer Slide 15). More people in Iraq are adopting technology and using social media platforms to make their purchasing decisions. The Sawaya Egg can make use of digital marketing through website and social media for being able to reach a broader number of audiences, and improve penetration. At the same time, digital marketing will also allow the Sawaya Egg company to form engaging relationships with consumers – which in turn will lead to unique insights and developments. Partnership with Public Agencies : The Sawaya Eggs can develop strong partnerships and ventures with other companies especially for purposes of expansion and mitigation of risks. Also, the company have an opportunity to partner with local government backed public agencies to gain subsidized rates and tax benefits.