Term Project

Strategic Management Shan Foods Pvt. Ltd.

22-Sep-16

Shan Foods was founded in 1981 in a single room as Shan Masala by Mr.
Sikandar Sultan. Later, due to its popularity, it went on to become Shan
Foods. It has presence in approximately 65 countries today and deals in
twelve broad categories of offerings. Shan Foods has capitalized on the
changing market trends and consumer tastes and through product trials that
are best in line with consumer tastes. It maintains global presence primarily
through exports and follows more than one growth strategy simultaneously.
With fourteen departments and state of the art technology and customer
focused marketing strategies and campaigns; Shan Foods has become
synonymous with authentic traditional cuisine of good quality and taste.
Shan Foods is lacking in their marketing strategies due to which they are unable to
tap their market as it should be which mention below are:
1- Retrenchment: Shan foods have many SKUs which are slow moving items.
2- Market Penetration: Shan has no proper plan to penetrate in the market with
very fast pace.
3- Market Development: Shan Foods has less development strategy as
compared to its competitors.
4- Product Diversification: Shan Foods has a limited range of products and they
only depends only on recipe spice mix business.
In our term report we will develop strategies through which Shan Foods can
enhance their business by implementing management strategies which are
suffering their conventional marketing style and are continuously losing their
market share.

Group Members:
Arsalan Afaque - 14221
Ajay Kumar 16665
Usman Siddique - 16706