Client Name

English Biscuit Manufacturers Private Limited

Faculty Advisor

Dr. Noureen Ayaz

SBS Thought Leadership Areas

Other

SBS Thought Leadership Area Justification

The selected thought leadership area is Globalization, and it aligns closely with our ELP because the project focuses on transforming EBM from a strong domestic brand into a globally competitive company. It examines the challenges and opportunities involved in expanding into international markets such as the UK and the US, including compliance with global food safety standards, adapting products to local consumer preferences, strengthening international supply chains, and improving market visibility. The project also draws lessons from successful multinational companies like Grupo Bimbo and Parle-G to recommend localization and international expansion strategies. By promoting cross-border trade, global competitiveness, and integration into international value chains, the ELP directly reflects the principles of globalization.

Aligned SDGs

GOAL 8: Decent Work and Economic Growth

Aligned SDGs Justification

SDG 8 (Decent Work and Economic Growth) aligns with the thought leadership area of Globalization because globalization promotes cross-border trade, international market integration, and economic opportunities for businesses and workers. Our ELP focuses on helping EBM expand into global markets by improving export readiness, meeting international quality standards, and adopting strategies for successful international expansion. By increasing exports and strengthening Pakistan’s presence in the global FMCG industry, the project has the potential to create jobs, stimulate industrial growth, and contribute to sustainable economic development, which are key objectives of SDG 8.

NDA

No

Abstract

Abstract

This Experiential Learning Project (ELP) examines the challenges and opportunities associated with the international expansion of English Biscuit Manufacturers (EBM), one of Pakistan’s leading FMCG companies. The study aims to identify the key barriers preventing Pakistani baked goods from achieving greater success in global markets, particularly in the United Kingdom and the United States, and to propose practical strategies for overcoming these barriers. A mixed-methods approach was adopted, combining secondary data from international trade databases, market reports, and regulatory frameworks with primary insights gathered through interviews and meetings with EBM departments and industry stakeholders.

The findings reveal that while international demand for Pakistani biscuits is growing, market penetration remains limited due to stringent food safety regulations, supply chain traceability requirements, product localization challenges, and low brand visibility in modern trade retail channels. The project analyzes successful international expansion models of companies such as Grupo Bimbo, Parle-G, and PRAN to derive lessons applicable to EBM. Based on these insights, it recommends strategies including compliance with global quality standards, localization of products and packaging, digital and influencer-driven marketing, phased international manufacturing, and innovative retail positioning.

The project demonstrates that successful globalization requires more than exporting products; it demands integration into global value chains, adaptation to local consumer preferences, and continuous innovation. By strengthening EBM’s international competitiveness, the study contributes to broader objectives of enhancing Pakistan’s export performance, promoting sustainable economic growth, and increasing the global presence of Pakistani brands.

Document Type

Restricted Access

Document Name for Citation

Experiential Learning Project

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