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Contents
Introduction....................................................................................................................................1
Company profile.........................................................................................................................1
Objectives....................................................................................................................................2
Internal environment of A’Saffa..................................................................................................2
Location.......................................................................................................................................2
Human resources........................................................................................................................3
Product........................................................................................................................................3
Company image and reputation...............................................................................................4
Customers...................................................................................................................................4
Pestle analysis of A’Saffa..............................................................................................................5
Political........................................................................................................................................5
Environmental............................................................................................................................5
Social...........................................................................................................................................6
Technological..............................................................................................................................6
Economic.....................................................................................................................................6
Legal factors...............................................................................................................................7
Key drivers to change the company in coming years.................................................................7
Conclusion......................................................................................................................................8
References.......................................................................................................................................8

Introduction
This report aims to discuss internal and external environment of A’Saffa, an Oman’s leading
Food Company (Al Maskari et al.,2019). The internal factors will discuss the strategic location
of company that incurs advantage to the business operations of A’Saffa. These advantage of
location will be analyzed from the accessibility of resources to production facilities like poultry
farms, slaughter house and power stations. However, human resources will also be analyzed that
will show the strength of its staff, their training and motivation programs and so on. Along with
that, product is also discussed in terms of features and quality. The report further discuss the
pestle analysis of A’Saffa, that accounts external factors, also called macro factors that can
include positive of negative on the company. With the help of PESTEL analysis, major driving
sources are found that would change the company profile in future (Johnson et al., 2017).

Company profile
The food industry of Oman has tremendous growth as the demand for halal and healthy food is
growing with each passing day. A’Saffa is the pioneer company in the poultry food production in
the Sultanate of Oman. The head quarter of company is Ruwi, Masqat. The company has a good
reputation in producing and processing frozen food, vegetable, fruits, sea foods, snacks and
chilled food. The company has huge customer base for its healthy and pure foods. A’Saffa aims
to serve the people with the halal food that is slaughtered in pure way. A’Saffa distributes the
food not in Oman but in other countries too, where there is demand for the halal food. It
employees well-trained staff that are equipped with modern human resource techniques to run
the business operations. The management staff of A’Saffa is highly advanced. Along with this,
financial figures of company shows high growth in revenue, company has lower cost and high
profit margins. The financial stability of company is due to high sales of products throughout the
nation wide. However, company has a very good reputation in the country because of its social
doings. The competitors of A’Saffa can create threat of market entrance for the company. One of
the major competitor of A’Saffa is Dhofar poultry (Oman, 2020).

Mission statement

Mission statement of A’Saffa is to provide healthy and halal food products and become pioneer
distributor of quality food products, not only in Oman but in other Muslim countries too. The
mission statement of A’Saffa also includes to become loyal with the customers by providing
them well-diversified and healthy food. The company aims to reach its products in Arab nations
and Middle East countries all over the world (Oman, 2020).

Vision

Vision of A’Saffa is to become No.1 leader of healthy and halal food producer and distributer in
the world.
Objectives
The objective of report is to check the internal and external environment of business and find
out the factors that have major impact on the business.The report also aims to discuss the pestle
analysis in very detail. Following is the detail analysis of A’Saffa internal and external factors,
therefore; micro and macro factors.

Internal environment of A’Saffa

The company is pioneer in the field of providing fresh chicken that are raids in natural and
hygienic environment of forms.Internal factors include, human resources, location, company’s
image and reputition. It also included customer base of company. Internal delve the strength of
A’Saffa. Internal environment of company is described below:

Location
A better location is crucial for the strategic fit of company. It is important for A’Saffa to locate
its business operations where it can have easy access of business resources such as; hiring
people, building farms for the chicken and hiring people that

A’Saffa has many branches in Oman that makes it location accessible to the customers who
want to purchase their chicken from it. Head quarter is in Ruwi Masqat. However, company is
engaged in the location of Ruwi because of the access to capital and resources. According to
research, Ruwi has favorable land for the poultry farming. Chickens Aare reared in a healthy
environment of Ruwi with the help of easy access to the resources. In addition to this, the
location provides strategic benefit to company in terms of resources need for the chicken growth.
These resources include; chicken feed and people need to work in farming. Along with this
company needs slaughter house, power station, hatchery and other plants that are easy accessible
in Ruwi.

Human resources
A’Saffa hires talented farmers who have knowledge and experience of chicken growth and their
healthy grooming. Human resource forms the base of company as it forms the internal strength
of company. A’Saffa conducts human resource programs to train its employees and equip them
with the modern knowledge of poultry farming. Company aims to distribute healthy food
products in the country so it has set objectives to impart training to its human resource so that it
can train its staff about the new market trends and innovative techniques to run the business.
Many workshops are conducted for the employees to increase their motivation and rive their
behavior to understand the goals of A’Saffa that is to provide 100 pure and halal chickens
throughout the world. In addition to this, A’Saffa train its staff with the help of individual
assessment programs that aims to make the human resource strong. A’Saffa aims to give
innovative knowledge to it shaman resource with the help of these programs and workshops.
Therefore, Human rescue of A’Saffa is well trained that makes the company pioneer to provide
the pure and healthy food range ( Mbaga et al., 2010).

Product
A’Saffa is a largest manufacture and distribute of fresh and chilled poultry meat. Its products
have every high demand in the sultanate of Oman and other Muslim countries. The company has
set its product with the help of following strategies:

1. Modern expertise in product processing.

2. Using technology and innovative technique in produces.
3. Wide range of product recipes.
4. A’Saffa does not used artificial flavor in its meat
5. It does not use growth hormones
6. Chickens are free from steroids
7. Products are more close to organic method

Company is providing food products of vegetables, fruits and meat that are equipped with
premium ingredients, healthy processing and hygienic farming.

A’Saffa has product advantage. As the growing need of having halal food is a much concern and
a limelight issue for the countries like Oman ( Mbaga et al.,2010). People want to have healthy
but pure and halal food. A’Saffa has unearth this need and aims to provide the halal products, not
only in Oman but also in other countries like Pakistan, Dubai, Bahrain. A’Saffa products have a
complex set of poultry meat that is frozen chicken. The frozen chicken products are slaughtered
in halal way. Along with this, company also aims to provide fresh and quality chicken meat so
that customer can fully experience the worth of chicken. Customer satisfaction is the priority of
A’Saffa so it devices many strategies in its product to meet the demands of customers.
Company image and reputation
A’Saffa is a leading company in the Sultanate of Oman, Its social image is built with the help of
satisfying customer needs, following the laws and rules of food manufacturing and processing in
Oman. However, company has built its image with the production of halal and healthy food that
caters the need of Muslims who want to have halal food in Oman. Along with this A’Saffa has
built its image in the Sultanate with the help of many social initiative that are bringing social
good for society. It has provided funds for the children education and other initiates. However,
external reputation can be seen from the various CSR initiated of company that also include;
“Let’s achieve dream 4”, that aims to make the lives of children better ( Oman,2020).

Along with the CSR activities, company has also built its reputation with the internal
environment. A’Saffa train its employees with the modern techniques, educate them and earn
them good income. In this way, A’Saffa is also contributing in the employment sector of Oman.
Company is employing thousands of people and giving them good wages. Therefore, A’Saffa is
making is image and reputation in both social and economic way, as its activities range from
internal and external initiates.

Customers
Customer is the key to the success of A’Saffa. The company has a huge customer base that
ranges from Oman to other Middle East and Asian countries. A’Saffa urges its consumers to live
a healthy and fit life, its business philosophy attracts huge customer base that aims to meet the
demand of those people who want to live a healthy and fit life. Recently, company has dragged
the attention of huge customer base with the help of an awareness program on social media. The
program aims to aware and educate the people about their food consumption. A’Saffa highlights
the major benefits of protein that can be consumed from healthy chicken it provides. The
program has many benefits for the company and its customers, such as; word of mouth that was
to spread the benefits of having healthy chicken, sea food and snacks that A’Saffa provides in all
over the country.However, the awareness programs late on has become successful strategy for
A’Saffa to build stronger customer base. It is because of high demand of healthy and halal food
in Oman, people of Oman have become very selective for the foods (Omezzine et al.,1998)
Pestle analysis of A’Saffa
This section would describe the external factors; political, economic, social, technological,
economical and legal. These factors have much influence on the business environment of
A’Saffa. These are external factors that may provide flexibility in the business or can set further
barriers in the business. Following is the detailed analysis of pestle for A’Saffa. If the company
thinks to enter the new market such as Dubai or any other country, it needs to go through the pest
analysis in order to have the better knowledge and strategy to grab the market. Entering the new
market would be successful or not is what will be determined by the existing strategy and new
strategy. These factors are discussed below:

Political
The political system of Oman is very supporting for the business like food. Whereas, A’Saffa
strictly abides the law of Oman ministry to avoid any waste that can harm environment of living
things, so it aims to minimize the waste to zero. Company also stands on labor laws and tax
policies of Oman. When a company is expanding its business to some other countries, it has to
keep all the factors that might affect its operations. If we look into the political factors, it either
helps or restricts the business operations depends on the government of the particular country
(Al-Harrasi et al.,2017)

Environmental
A’Saffa has strong aims to minimize environment losses so it works in the business environment
that is safe for the employees and society both. Company is certified with the environmental law
of ISO 14001. However, A’Saffa has waste minimization in the poultry farms, as it apply
recycling process that leaves no chance to spare the waste outside the company. Along with that,
it has very neat environment for the farming, slaughtering and other houses. In addition to this,
company has safety rules for the employees so that they cannot involve in any process that lay
waste ( Duong, 2019).

Social
A’Saffa has many activities for the social good, In the first place, the company has minimized
the waste activities for the social good. Along with this, the social factors include the CSR
activities by the company that makes it image good in the society. A’Saffa analyses the cultural
barriers and distributes the products that can be fit to the cultural values of people. In addition to
cultural values, A’Saffa take cares of health and life style of people. It incorporates organic
material that spreads social awareness in the people for the benefits of organic and healthy food.
Along with that, A’Saffa is spreading health plans on the social media for the social good of
people. It is educating the people for the benefits of products it distributes. Apart from this,
A’Saffa has strong concern for the lives of children that is achieved by the children fund
programs. The positive attitude of Omani people to become health conscious is bringing future
opportunities for the business (Al-Harrasi et al.,2017).

Technological
A’Saffa is using latest technology in the poultry farming. It is using hydrating process in the
chickens and other food products. However, the company does not have an outdated machines
that can harm the production process. However, there is fast technology to its competitors that
can be highly competitive for A’Saffa. In addition to this, latest technology incurs high cost for
the business that can be difficult to incur in such as large scale of production ( Duong, 2019).

Economic
Nowadays, there is growing need of healthy and halal food, specifically in Muslim countries.
High demand can be favorable for the company to earn more revenue ( Johnson et al.,2017). In
addition to this, purchasing power of Omani people is very high so as their income per capita.
This can allow A’Saffa to charge premium prices for its products. Premium prices can earn
revenue and increase the profit margin. However, economic factors are always unpredictable;
there can be supply and demand shocks that can impose high costs and decrease in revenue in
future.

Legal factors
Legal factors include the laws that A’Saffa need to comply. The legal factors include use of
pure resources in the manufacturing, complying the wages and employees laws. Along with that
business consumer protection laws should also be followed by the business. A’Saffa also follows
anti-discrimination laws that set certain wage system for the employees.
Key drivers to change the company in coming years
From the above analysis is can be said that there are certain factors that can bring change
in the company. These factors can be related to economic, social and technological. These
factors can have positive influence on the business operations and profits of business.

According to study revealed by (), it is shown that income per capital of Oman is increasing per
year so their purchasing power would be strong. The increase in purchasing power of Omani
people can be highly profitable for the business, as it can increase the price levels to gain more
profits. High profits can create more capital for the company and increase the investment
opportunities for the business. Furthermore, there is high demand of halal foods, especially the
meat this is organic in nature. This high demand will change the production capacity of A’Saffa.
It will produce more products and can also go for the expansion of its business operations. As the
global trends would give the company to cater the demands of Muslim countries other than
Oman (Al-Harrasi et al.,2017).

In addition to economic factors, social factors will also bring change in the business operations
of A’Saffa. Nowadays, there is growing concern for the health and life style (Rothaermel, 2016).
People prefer organic food that can add proteins in the daily diet. A’Saffa will have to
incorporate such strategies that can form organic a healthy food. However, A’Saffa already
highlights these issues on social media that is increasing its customer base.

Apart from above factors, technology will also bring a tremendous shift in the company in
coming years. Latest technology will make the system faster. Production process will be faster
than it was before. Implementation of modern technology will reduce the human efforts that can
also save the cost of hiring (Al-Harrasi et al.,2017)

From the above analysis of PESTEL it can be said that company would have many advantages
in near future.

Conclusion
Above discussion fulfils the goals and objectives of report. Detail analysis of internal factors of
A’Saffa shows its internal strengths and delve for the weakness too. Company has its strategic
location in Ruwi to access the resources of business, whereas, it has opportunity to expand the
business operations in the other reigns of country. It will diversify the risk of operating only in
Ruwi. From the analysis of internal factors, it can be also seen that company has good CSR
initiates that need to sustain the reputation of company in the country. There is threat of
competitors for the company. Dhofar poultry is the major competitors of A’Saffa that has more
product range and profits. The competitor threat should be mitigated by A’Saffa with the help of
increasing its product line.

From the PESTEL analysis it is clear that economic factors can influence positively one the
business profits of company. There is strong purchasing power of Omani people because of
strong income per capita of these people. Higher income can bring many advantages for the
company. Company can charge premium prices on these people. However, latest technology can
also influence the business progress of company.
References
a) Al-Maskari, A., Al-Maskari, M., Alqanoobi, M. and Kunjumuhammed, S., 2019. Internal
and external obstacles facing medium and large enterprises in Rusayl Industrial Estates in
the Sultanate of Oman. Journal of Global Entrepreneurship Research, 9(1), p.1.
b) Al-Harrasi, A., Al-Ajmi, M., Al-Shidhani, M., Ambu-Saidi, M., Khadem, M.,
Shamsuzzoha, A. and Piya, S., 2017. Modeling Supply Chain Network for a Poultry
Industry in Oman: a Case Study. In 7th Annual Conference on Industrial Engineering
and Operations Management, IEOM 2017 (pp. 2282-2288). IEOM Society.
c) Duong, A., 2019. The PESTEL Model.
d) Johnson, G., Whittington, R., Scholes, K., Angwin, D.N. and Regnér, P., 2017. Exploring
strategy (No. 11th e). Pearson.
e) Rothaermel, F.T., 2016. Strategic management: concepts (Vol. 2). McGraw-Hill
Education.
f) Mbaga, M. and Kotagama, H., 2010. Food demand survey indicative demographic
trends. Unpublished, Department of Natural Resource Economics, College of
Agricultural and Marine Sciences, Sultan Qaboos University, Sultanate of Oman.
g) Omezzine, A., Chomo, G.V. and AI-Jabri, O., 1998. Demand analysis of selected fruits
and vegetables in Oman. Journal of Agricultural and Marine Sciences [JAMS], 3(1),
pp.19-26.
h) Oman, U., 2020. Asaffa -Homepage. [online] Asaffa.com. Available at:
https://www.asaffa.com/en.