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

This report revolves around establishing a store in the Pakistani online market, understanding the niche' market, issues of local food safety and nutritional significance as compared to the price and ecological damage resulting due to agricultural and commercial abuse. In the organic foods segment, I have researched for the rightful, healthy and viable food options and found out that regular availability, quick access with competitive price may serve Pakistani’s organic food needs better.

The goal of this study is to research the market feasibility for a new organic e-store, the customer preferences and their buying patterns, whether people will buy online as they do in-stores. This report focuses on identifying the segment, collecting, analyzing data, discovering the market potential, developing the website, promoting this brand to the optimum, selling healthy items only, establishing, growing its customer and supplier base and generating revenue through multiple mediums.

Over the passage of study, it was fascinating to determine the connection between different variables. Also, it was assessed how Pakistanis feel about organic food products and online buying preferences in relation with the global online market which is estimated to boom from $160.47 billion in 2017 to $466.14 billion by 2020 at a Growth Rate of 23.9%, flourishing the Pakistani online market as well.

In the introduction phase, I have discussed the transformation of organic food industry worldwide along with the inception of e-shopping, different types of online stores, key factors leading the online industry towards massive global success, few shortcomings in e-shopping, e-market leaders in Pakistan. Also, a brief overview on the organic foods, their benefits and comparison with conventional foods was given with a list of top international organic food e-stores. Most importantly, a detailed plan was developed for the initial six months and the objectives for the following six months were set as foundation for this feasibility study.

This intro analysis helped me in learning the online market, its evolution and potential, acceptance level, the merits and demerits of e-shopping, key players, health-related benefits and a detailed plan for 1 year's activities with the business mechanism, the financials and a blend of multiple initiatives.

In the next important chapter 'Research", the objectives were established to signify the purpose of this project, discussion on the problem statement was done, a methodology was developed through qualitative research and the sampling method was worked on in detail with the sample size, participants demographics, in—depth interviews insights and influence on purchasing decision.

A structured questionnaire with a set of 10 questions was designed and circulated amongst the sample of 60 people belonging to SEC A and B which were carefully selected through the convenience sampling method. Their responses were prudently mined, analyzed and distributed with the support of figures, tables and graphs to ensure the adequacy and validity of the extracted data.

Secondary data as per my framework and relevant prior researches on the Pakistani online and organic foods industry were also meticulously selected and then considered to get a better understanding on the market potential, star products and above all to check the feasibility of my venture. It saved me fair amount of time, efforts and resources while complimenting my primary research.

The third chapter of my project consists of the "Literature Review" which has a thorough analysis on the published information and articles helping me to explore more about the topic, the happenings and authors' opinions while assessing the literature in detail. For this purpose, books, journals, articles and websites were used a source (links provided in references).

The "Data Analysis" conducted in chapter four was the key to extract meaningful data from the questionnaires and in-depth interviews. The responses were placed in an excel file and investigated through tables, graphs and figures to validate the findings. Furthermore, the 5 Ps and SWOT analysis were also conducted with a deep thought to be more decisive.

After a thorough analysis, the conclusions were drawn which included all the learnings, with the limitations my research had, provided the references and recommendations which may help in future researches, attached a sample questionnaire with in-depth interviews insights and transcripts.

In a nutshell, i have concluded that the growing awareness and demand, rising income levels, enhanced nutritional value and above all swelling number of online buyers are a great chance to establish my brand and excel in the overall Pakistani market. Seeing the emergent size and potential in the Pakistani organic market and the strengths of our agriculture, I can safely conclude that there exists a strong market for Pakistani organic products to penetrate, expand and consolidate its portion in the conventional food market as it is clear through the findings that there is an untapped market and people will buy organic food products online.

It gives me great confidence to elaborate that the info provided in this report is not fictitious but based on the data derived through questionnaires of 57 respondents, direct interviewing of 5 respondents and a comprehensive analysis of all the factors under my control. Keywords: e-shop, organic food, online buyers, market potential, analysis, feasibility.



Available for download on Tuesday, December 31, 2030

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