Q) Considering that there are few Halal Food brands what is the right

strategy and approach for K and N's to tap into the Global Halal Food
Market?
The year 1964, Pakistan a young independent country forging beforehand towards a dream: self-
sufficiency in food manufacturing. Malnutrition remained a prime trouble and one out of 4
youngsters died achieving on the age of five. Eighty percent of sick children have been affected
with disorder resulting from protein, nutrition and mineral deficiency. Poultry manufacturing, the
fastest and least highly-priced way of filling the protein gap changed into deliberate to conquer
malnutrition. Backyard chicken farming had to graduate to a more expert stage. January 1964, a
young man, Khalil Sattar, still a college pupil, had the vision to foresee a need to establish a hen
farm. His interest led him to begin a small broiler farm of 1,000 chicks. Little had he recognized
this flock changed into to turn out to be the foundation stone of K&N‟s. This turned into the
easy, inspired and nationalistic beginning of K&N‟s with a single-minded objective of
presenting higher nutrition for Health and Happiness of the Nation.

K&N’s become one in every of the biggest broiler-chick manufacturers and the marketplace
chief for the processed hen products in Pakistan, in 2011, with the projected sales of US$ 250
million. It was implausible for international visitors to the employer’s centers to look
international-magnificence rooster manufacturers in a country with political and financial
challenges. Khalil and Adil not simplest correctly dealt with those challenges but also ran an
enterprise that become frequently challenged through sicknesses, terrible exceptional standards,
an uncertain regulatory and tax surroundings, and wet market.

K&N’s earned self-belief amongst purchasers via high food safety standards and first class in
built infrastructure and it turned into, consequently, the pinnacle choice of clients and worldwide
fast food service chains which include KFC which promoted K&N’s in its commercials. K&N’s
became involved to amplify its commercial enterprise strategies at the global degree however
OIE (Organization of Animal Health) banned the export of chicken from Pakistan in 2006
because of the disease that spread among birds. The ban changed into lifted in 2008 but every
individual nation had to pay visit to Pakistan to similarly affirm the safety and health of rooster
earlier than accepting imports.

Sattars’ have been looking for avenues to go into the western market with robust footing as they
were interested in the major markets of Halal food which have been growing at a rapid speed in
the west including the UK, the USA, and France where there has been real capacity to grow and
additionally people enjoyed higher earning than Asia. But what really bothers them is that if the
Pakistani business enterprise could do business in western nations or might K&N’s meet western
standards of the marketplace?

When considering entering an international market, environmental factors including: socio-

economic, criminal, ethical, political, technological and competition of the markets have to be
observed (see Figure 1). After analyzing the environmental factor, they need to look into the
expansion possibilities, is that, whether they want to invest in fewer markets in a couple of
countries or they should cater various segments in many different countries (see Figure 2).
Former is the safest option to go for, given the fact that they want to target those countries where
majority of the population is of Muslims with the higher per capita income.

Once we are firm about the expansion possibilities, next step is to focus on different modes of
entry which can be applied in order for them to be successful with barely any risk involved in it.
Shown in Figure 3, when we communicate about the theoretical technique, its miles crucial for
K&N’s to have strong networks that could assist them to settle in new marketplace. This could
be very important for the enterprise as for expansion the local community of the nation have
better information about the situation of the locality. Another crucial mode is to use under stage
model is incremental technique, which is taking smaller steps and pass grade by grade rather than
taking one massive step. This incremental approach helps avoiding major risk of variation from
the expected plan and assist in understanding and learning simultaneously.

On a corporate stage, they could use “Multi-stage Marketing” with K&N’s products being sold
via a distributor community that has many stages (Lee and Carter, page 236). We ought to
understand that the enterprise is supplying a perishable item with an expiry date which needs to
be frozen even at the time of transit. Therefore, a primary problem for K&N’s would be to
transport its frozen fowl products across border and for this cause they could ought to give you
an imaginative idea of installing unique “eutectic” freezer plates on aero planes for transit the
same way they did with their vans. For this reason, it's miles vital to build a multi-level
community with hierarchies and a number of events at different tiers running grade by grade to
eventually deliver the product to the end consumer.

Remaining one is the “Market Entry Modes” this additionally have some techniques to comply
with but the relevant one for Khalil will be the direct and oblique exporting along with joint
project (Carter & Lee, 2012). This can be finished for example through a joint challenge with
DHL explicit and the use of their full-size worldwide community to supply the frozen meals
merchandise as fast as viable minimizing lead time and maiming profits for the agency. Hence in
conclusion, there is a wide variety of feasible concerns and techniques that K&N needs to inspect
before expanding its operations on a worldwide stage.

Also, talk over with Figure 4 of the appendix, thru this evaluation we are able to correctly finish
that K&N’s method might be to comply with a “waterfall method” by means of stepping into a
properly-evolved nation like United States of America with the best GDP in step with capita,
build up their revel in on this sole market after which circulate to different much less evolved
nation based on their exposure in preference to following a “shower technique” concentrated on
all the relevant markets abruptly.

Recommendation K&N‟s should work on their pricing strategy because of which the demand is
exceptionally affected and additionally observe the integrated model via introducing Beef
product line or other product lines to earn more earnings and attain its centered income. Further,
the Muslim populace is growing rapid and as a result, the demand for Halal meals could boom
everywhere in the international. To take gain of this opportunity, K&N’s must first behavior an
intensive marketplace studies in order to conduct that which international locations can be
appealing to start this enlargement. As for this purpose it's crucial to take incremental steps as it
is not possible to formulate one approach and put in force it in all of the nations. Also, it is not
viable to expand to all international locations. According to Mr. Khalil Sattar, it's vital to have
Government help with the intention to growth these exports and so one can amplify.
References

 https://ecampusontario.pressbooks.pub/bio16610w18/chapter/kns-health-and-happiness-
for-pakistan/
 https://www.slideshare.net/TazeenAzeem1/research-report-on-kns
 Lee, & Carter. (2012). Global Mrketing Management. Oxford University Press.

 https://kandns.com/global/thekandnsway/index.html
 https://tribune.com.pk/story/1988764/2-immense-opportunities-global-halal-marketplace/
Appendix

Figure 1
Figure 2

Figure 3
Figure 4