Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)


Department of Management

Year of Award



Dr. Shahid R. Mir, Assistant Professor, Department of Management

Project Type

MBA Executive Research Project

Access Type

Restricted Access


Meat, Export, Livestock

Executive Summary

Pakistan is bestowed with stupendous natural resources and landscapes. It also has a very large population of livestock in agriculture sectors, mainly reared by small farmers who are engaged in this sector since decades. Pakistan has a number of breeds in all type of livestock and is blessed with top breeds in world as well.

Despite having one of the largest livestock populations in world and one of largest meat producer in world, the meat exports of the Country could not fully untap the potential of it and it has meager share in global meat markets. This is due to a number of reasons, mainly higher domestic consumption, gaps in supply chain, rigidness in fresh cut segment of meat industry and poor policy mechanisms.

Meat is one of the major parts of human dietary which fulfils basic needs of Proteins and Vitamins of Human body hence the demand of meat is increasing globally, this is mainly due to burgeoning population, urbanization and increase of income levels in developing countries. The global import of meat and its products is continuously on rise however, the global meat market is shifting from fresh cut/chilled meat to frozen meat segment where Pakistan is lagging behind.

While Pakistan is well proficient to become a major supplier of red meat in global markets, there are some obstructions that intercept Pakistan in achieving this intent. Currently, the Pakistan’s export-oriented meat processors are operating less than 50% of their production capacity. This resulted in increasing production cost and ultimately affected the competitiveness in global meat markets and in most cases the competition remains between the Pakistani exporters in international markets rather devising strategy to compete with major competitors i-e. India and Brazil.

The study was carried out to analyze the potential of meat industry in terms of global demand and potentials of Pakistan to get optimum share of it. The value chain of meat is also deeply studied to find out gaps that hampers its growth and productivity as the market dynamics of meat globally are highly sensitive which are mainly dependent on Supply Chain. It will also discuss how the functioning and performance of the food chain is affected by the way stakeholders are embedded in the chain and by the coordination. This research project extensively highlights some gaps in the supply chain of meat and its impact therein.

Moreover, buying behavior of meat and its products is also studied as the people are critical in buying products like meat. There are a number of external environmental factors as well that are impacting buying behavior of meat. These factors can influence the buying decision directly or indirectly.

The study has critically focused on the value chain and analyzed all the gaps therein and recommended the possible actions that can foster the growth of this sector.


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