Master of Business Administration Executive

Faculty / School

School of Business Studies (SBS)

Year of Award



Dr. Amber Gul Rashid, Assistant Professor, Department of Marketing, Institute of Business Administration, Karachi

Project Type

MBA Executive Research Project

Access Type

Restricted Access

Executive Summary

This research explores the pre-feasibility of producing date jam in Pakistan, addressing the underutilization of date by-products in the domestic market. Despite being the 6th largest global date producer, Pakistan lacks date-based products in its Fast-Moving Consumer Goods (FMCG) sector. The study aims to bridge this gap by conducting a pre-feasibility analysis, encompassing value chain analysis, challenges and opportunities for suppliers, understanding consumer preferences, and assessing the financial viability of date jam production. The literature review establishes the context, emphasizing the potential and challenges associated with locally manufacturing date by-products. It employs a thematic analysis to delve into global and Pakistan date production, market dynamics, religious significance, nutritional aspects, and the manufacturing processes of date by-products. The study involves semi-structured interviews using a qualitative research approach with date fruit suppliers in Khajoor Mandi, Khairpur and customers in Karachi. Thematic analysis identifies key patterns, addressing both the supply and demand sides of the date fruit industry. It covers diverse aspects, including the motivation for starting a date business, operational flow, logistics challenges, quality factors, customer demand, and government support. Customers express interest in a variety of date by-products, recommending products such as stuffed dates, ice-cream, pulp, flavored milk, confectionery, jelly, jam/spread, energy bars, syrup, and filled biscuits at a normal price range. Results highlight the pre-feasibility of date jam production in Pakistan. The report serves as a pre-feasibility study, offering valuable insights for potential investors and academia. It fills gaps in existing literature by providing detailed value chain analysis, supplier interviews, and understanding customer preferences for date fruit by-products. The study recommends a more comprehensive feasibility report for a robust understanding of business potential and investment viability in the domestic market. In conclusion, this pre-feasibility study serves as a valuable resource for potential investors and academia, demonstrating the pre-feasibility of date fruit jam production in Pakistan's domestic market.


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