Degree
Master of Business Administration
Faculty / School
School of Business Studies (SBS)
Advisor
Syed Atif Murtaza Qaiser, Lecturer, Department of Marketing, Institute of Business Administration (IBA), Karachi
Project Coordinator (Internal)
Muhammad Zahid
Project Coordinator (External)
Sarosh Habib, Assistant Manager International Business
Client
English Biscuit Manufacturers
Committee Member 1
Muhammad Shafique
Committee Member 2
Raees Ur Rehman
Project Type
MBA Research Project
Keywords
Sustainability, Global Markets, Packaging Innovation, Consumer Appeal
Abstract / Summary
At the end of 2011, EBM starts the international project Top Gun to boost international trade business for packaging, merchandising plans, and shelf promotion in 28 countries. This extensive project aims to tackle the complex and interrelated concerns of satisfying consumer needs, meeting different packaging requirements, and preventing negative environmental effects while maintaining practical uses. Overall goals include freshening up of packaging, merchandising aspects, and its incorporations with sustainability concerns. It could strengthen its competitive position in global markets by altering packaging elements that would sound appealing to international consumers, increasing its box visibility in stores, and making its brand identity linked with sustainable practices. Project Top Gun thus represents EBM’s tradition of changing and innovating in the face of constantly shifting global trading environments. It includes market research, cooperation with EBM’s in-house departments, and an analysis of competitors’ plans and customers’ tendencies. Expected consequences include improved visually appealing packaging, easy to open, and ecologically friendly so that more consumers see products and appeal to more shoppers, making the brands more competitive in the marketplace. EBM apparel should likewise enlist a solid stance in international markets with compelling packaging, improved merchandising techniques, and eco-friendly factors; thus, EBM is set on consolidating its reputation as consumers’ first choice amongst global brands.
Recommended Citation
Munaf, M., Hassan, T., Ajaz, A., & Nayab, Z. (2024). Project Top Gun-English Biscuit Manufacturers (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/329
