Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award


Project Type

MBA Executive Research Project

Access Type

Restricted Access

Executive Summary

The objective of this report is to evaluate Pakistan's Branded Biscuit industry and its key success factors. Branded Biscuit Industry is one of the fastest growing FMCG industries in Pakistan. In order to effectively evaluate this industry and its key success factors; an extensive research has been conducted with end consumers as well as industry experts. With the help of this study we have tried to solve problem statements like; major internal and external forces affecting this industry, key success factors, major communication medium and new opportunities of growth.

There are two types of primary researches conducted; first with industry experts to understand internal and external factors effecting biscuit industry. This research was conducted through questionnaire using tools like Porter Five Forces Model, Internal & External Evaluation Matrix and Competitive Profile Matrix (CPM).

Second research was conducted with end consumers to understand changing consumer lifestyle and preferences, exposure to different media outlets, sources of information etc. This research was conducted through Online Google Survey form.



Available for download on Tuesday, December 31, 2030

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