Degree
Master of Business Administration Executive
Faculty / School
School of Business Studies (SBS)
Year of Award
2024
Advisor/Supervisor
Dr. Shahid Mir, Assistant Professor, Department of Management
Project Type
MBA Executive Research Project
Access Type
Restricted Access
Keywords
Pakistan Cables Limited, Export Strategy, International Certifications, European Market, Global Competitiveness, Market Entry, Export Market Analysis
Executive Summary
This report analyses strategic challenges and opportunities facing Pakistan Cables Ltd (PCL) to expand its operations in the global cable industry, in particular in the high-value markets of the European Union (EU). The paper deals with imperative barriers as it pertains to PCL’s inability to compete with those markets which have regulatory hoops to jump through, as they do not yet have internationally accepted certifications or technological advances, leading them to develop poor export strategies. The objective is to generate actionable recommendations to fill gaps and improve PCL’s competitiveness. PCL is a leading cable manufacturer in Pakistan yet underrepresented in the international market due to a lack of certifications like RoHS, CPR and BASEC. These certifications are necessary to meet the strict EU and other regulated regions' safety, quality and environmental standards. Not only does this limit PCL’s market access, but it also limits its ability to gain credibility with global customers. At the same time, internal problems, like old production technologies, lack of R&D investment, and poor market intelligence make it difficult for PCL to scale globally. Specifically, the study identifies huge market opportunities for PCL in the EU, GCC and Africa supported by the rapid urbanization and development of renewable energy projects and infrastructure in these regions. It is a multi-billion-dollar market of the EU alone, but competition from well-established players like China and India continues to be strong. However, these countries are dominant through cost efficiencies, advanced certifications, and established supply chains and PCL needs to take a more strategic approach to compete. The report offers a phased approach to getting necessary certifications, combined with investments in advanced manufacturing technologies and R&D, as well as facility upgrades, sourcing compliant raw materials and collaboration with international certification bodies to achieve global standards. In addition, a five-year strategic export plan is advanced, concentrating on the niche markets of renewable energy and infrastructure projects. To improve brand visibility and market access, government incentives can be leveraged, participation in international trade fairs will help market your brand, and partnerships will be made. Conclusively, PCL can contribute as a major player to the global cable market by resolving the certification gaps and embracing technology advancements and a sound export strategy program. These initiatives not only will help PCL hike their global competitiveness ix but also will result in lowering Pakistan’s trade deficit and promoting economic growth through industrial development.
Pages
ix, 63
Recommended Citation
Mohsin, M., Hussain, S., Ali, I., & Fayyaz, M. (2024). Export Potential of Cables from Pakistan to the EU and Africa (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-emba/692
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