Master of Business Administration
Faculty / School
Faculty of Business Administration (FBA)
Project Coordinator (Internal)
Dr. Nasir Afghan, Asad Ilyas, Salma Mirza
Project Coordinator (External)
Committee Member 1
Yasmin Zafar, Assistant Professor at Institute of Business Administration, Karachi
MBA Research Project
Abstract / Summary
Abudawood Pakistan (ADP) is the Pakistani subsidiary of Ismail Abudawood Trading Company (IATCO), Saudi Arabia – a firm with over 70 years of trading and manufacturing experience in Saudi Arabia. The firm is in the business of providing supply chain, logistics and distribution solutions to its partners. In Pakistan, the principal partner of Abudawood is Procter & Gamble (P&G). Abudawood Pakistan guides itself on the principles of passionate leadership, transparent integrity, personal accountability and superior customer satisfaction and strives to be the “Best Integrated Service Provider” in the region. The purpose of the study is to outline feasibility for areas of growth for Abudawood Pakistan. The firm now wants to move from its current business direction into high margin areas for growth and profitability. To do so, the firm has decided to enter the high margin FMCG market by importing products that are dependent on a heritage that fits the ADP background. The products chosen for import are: Olives Olive Oil Dates Honey The products were chosen after a “Retail Study” which was conducted in May, 2010. In this study, the aforementioned products were identified as those with retail margins of over 16%. Stage two of this project included conducting a consumer perception survey and then defining the marketing strategy and formulating the feasibility for all operations involved in the process. The consumer perception survey was solicitously conducted in Karachi, Lahore, Islamabad, Rawalpindi, Peshawar, Gujranwala, Faisalabad and Multan from 12th May to 16th May 2011. The total sample size was five hundred people, with 216 surveys conducted in Karachi and the rest divided among the cities on the basis of SEC breakup. The cities were chosen based on their contribution to ADP sales. The purpose of the feasibility study was to determine: What is the estimated demand of the four products? What price are consumers willing to pay? What is the SKU size most preferred by consumers? The analysis of this yielded the decision that a substantial demand exists for all four products in the higher socio-economic classes. A detailed breakdown of city wise demand for each product is summarized in the report. The marketing plan for the same has taken into account the quality perceptions of the people, their opinions on what factors make a product more likely to fall in their consideration set, what are consumers’ perceptions about use, their purchase patterns etc.. A detailed execution of the plan is provided in the report.
Minhaj, S., Farrukh, S., Batla, S. A., Khan, O., & Hussain, M. (2011). Business plan for Abudawood in foods industry (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/167
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