SWOT ANAYSIS
Strengths
 Market leader for processed chicken
products
 Strong brand reputation for product
quality and food safety
 Reliable delivery of safe and healthy
chicken
 Strong brand recognition by
consumers
 Halal food items
 Brand loyalty
 Distinctive edge from producing and
delivering restaurant needed products
like KFC and Nando’s
 Use of refrigerated trucks owned by
the brand
 One of the country’s largest producers
of broiler-chick
Opportunities
 The Number of working women is
increasing Pakistan
 Demand for convenience products is
growing
 Muslims of UK, US and France who are
in minority and have higher purchasing
power than the Asians Muslims, face
problems finding Halal chicken and
chicken products
 A significant part of the food service
sector is the wedding catering business
which has been growing efficiently
 The upper and upper middle class is also
growing 10% of the population
 Adjacent countries like Saudi Arabia,
Oman and Kuwait have a huge market
for poultry products so they are large
importers
Weaknesses
 Premium prices. Prices of K&Ns products
are 8% higher than the products of its
competitors.
 Retailer franchises setting up their own
discount pricing strategy on K&Ns
products causing a disruption in the
brand’s policy of maintaining same price
across the region
 Non availability of chilled meat facility
 Increased customer dissatisfaction due
to small shop keepers filling refrigerators
that are provided by K&Ns with other
products
Threats
 The wet market is still a major threat to
k&N’s because of the high number of
sales
 Competition from imported chicken is a
treat to the industry as the government
has allowed foreign retailers a 100%
ownership
 High Inflation is leading to high increased
COGS
 Decline in number of exports due to
governments investing for the
production of poultry in their own
domestic industries
 Power outrage in country
 Challenging trade environment has a
major impact on consumer demand
IFE MATRIX

Strengths Weight Rating Score

Market leader for 0.10 4 0.4
processed chicken
products

Strong brand 0.08 4 0.32

reputation for
product quality and
food safety

Reliable delivery of 0.08 3 0.24

safe and healthy
chicken

Strong brand 0.07 3 0.21

recognition by
consumers
Halal food items 0.08 4 0.32

Brand loyalty 0.07 4 0.28

Distinctive edge by 0.06 3 0.18

producing and
delivering restaurant
needed products like
KFC and Nando’s

Use of refrigerated 0.08 4 0.32

trucks owned by the
brand

One of the country’s 0.09 3 0.27

largest producers of
broiler-chick

Weaknesses
Premium prices. Prices 0.07 2 0.14
of K&Ns products are
8% higher than its
competitors
Retailer franchises 0.08 1 0.08
setting up their own
discount pricing
strategy on K&Ns
products causing a
disruption in the
brand’s policy of
maintaining same price
across the region

Non availability of 0.08 2 0.16

chilled meat facility

Increased customer 0.06 1 0.06

dissatisfaction due to
small shop keepers
filling refrigerators that
are provided by K&Ns
with other products
Total 1 2.98

The score of IFE Matrix is above average which shows that the company is performing well but it
needs to overcome their weaknesses as well in order to perform better.

EFE MATRIX

Opportunities Weight Rating Weighted Average

Score
The number of 0.06 2 0.12
working women is
increasing in Pakistan

Demand for 0.08 3 0.24

convenience products
is growing

Muslims of UK, US 0.10 4 0.4

and France who are in
minority and have
higher purchasing
power than the Asians
Muslims, face
problems finding Halal
chicken and chicken
products
A significant part of 0.08 3 0.24
the food service sector
is the wedding catering
business which has
been growing
efficiently

The upper and upper 0.08 1 0.08

middle class is also
growing 10% of the
population

Adjacent countries like 0.10 3 0.3

Saudi Arabia, Oman
and Kuwait have a
huge market for
poultry products so
they are large
importers.

Threats
The wet market is still 0.09 4 0.36
a major threat to
k&N’s because of the
high number of sales

Competition from 0.08 3 0.24

imported chicken is a
treat to the industry as
the government has
allowed foreign
retailers a 100%
ownership

High Inflation is leading 0.08 3 0.24

to high increased COGS

Decline in number of 0.08 2 0.16

exports due to
governments investing
for the production of
poultry in their own
domestic industries

Power outrage in 0.09 3 0.27

country

Challenging trade 0.08 2 0.16

environment has a
major impact on
consumer demand
Total 1 1 2.81