MARCH, 10, 2020

NATIONAL UNIVERSITY OF MODREN LANGUAGES ISLAMABAD

BUSINESS PLAN
AZ Poultry

Submitted By :

Zaman Gul (13251)

Muhammad Ahsan Zia (13305)

DEDICATION

I dedicate this work to the Faculty of Management Sciences due to their teaching methodology learning
environment.

I have learned applications of new concepts in the ENTREPRENEURSHIP course. I also dedicated to my
parents for their unending prayers and support in every moment of my life.
ACKNOWLEDGMENT

To Almighty Allah who always showers his blessings upon us and remains with us in our difficult
moments and enable us to complete this project. We would like to acknowledge our respected teacher
Professor ………… not only for giving the opportunity to prepare the report but also for providing a lot of
support to improve the report. He was always available when we needed his help, suggestion and
guidelines. We feel truly honored working on this project.
Table of Contents
DEDICATION................................................................................................................................................1
ACKNOWLEDGMENT...................................................................................................................................2
Executive Summary.....................................................................................................................................3
Business Description:...................................................................................................................................4
Introduction:............................................................................................................................................4
Mission................................................................................................................................................5
Vision...................................................................................................................................................5
Goals....................................................................................................................................................5
Structure:....................................................................................................................................................6
Legal status:.............................................................................................................................................6
Industry:..................................................................................................................................................6
Trends :................................................................................................................................................6
Future Possibilities:..............................................................................................................................6
Marketing plan............................................................................................................................................7
Marketing size :.......................................................................................................................................7
Current market share :............................................................................................................................7
Target market:.........................................................................................................................................7
Competition:............................................................................................................................................7
Channel of distribution:...........................................................................................................................7
Sales strategy:......................................................................................................................................7
Business 4P’s:..........................................................................................................................................7
Services :..............................................................................................................................................7
Price:....................................................................................................................................................8
Placement :..........................................................................................................................................8
Promotion:...........................................................................................................................................8
SWAT Analysis:............................................................................................................................................9
Strength :.................................................................................................................................................9
Weakness:...............................................................................................................................................9
Opportunities:.........................................................................................................................................9
Following are the opportunities for Mazdoorable App:...........................................................................9
Threats:.................................................................................................................................................10
Operational Plan:.......................................................................................................................................10
Application design:................................................................................................................................10
Production Development stages:..........................................................................................................11
Maintenance and support:....................................................................................................................11
Management plan:................................................................................................................................12
Organizational chart:.........................................................................................................................12
Design and Development plan:..................................................................................................................13
Application Design:................................................................................................................................13
Quality in Design:...................................................................................................................................13
Easy to use:............................................................................................................................................13
Development Plan:....................................................................................................................................13
Partnership Business:............................................................................................................................14
Capital Reqirement:...............................................................................................................................14
Cost Advantage:.....................................................................................................................................14
Government Regulations:......................................................................................................................14
Executive Summary
Al-Ain Poultry Farm was formed in 1981 and at present it is United Arab Emirates number 1
chicken supplying company. The headquarters of the company is situated in Al-Ain while
shops that sell their product are spread all over the country. Other main offices are in Abu-
Dhabi and in Dubai.the company deals in chicken and egg products and the consumption of
chicken products and other poultry products are very high in urban areas.

In external environment, the service of the supplier is quite satisfactory. There are various
competitors presents for the Al Ain poultry farm. The names of competitor are like al
Rawdah, al Khazana, and Tasil etc. There is also big threat of new entrant in the industry.
Sometimes the customers try to do bargaining but the Al Ain poultry farm mostly prefer fixed
pricing method so there is no chances for doing bargaining. There is huge impact of the
political, legal, and economic, social, ethical and technological issued on the company.

Internally, there is a facility for communication with the customer like getting information
about the quality of the product; packing information etc. The leadership is managed by the
general management in the Al Ain poultry farm company.

The image and reputation of the Al Ain poultry farm among the customers is good. So the
customers are widely attached with this farm company. If there are any new entrances then
it is not severely affected. There is lesser impact of the import product on this company.

The company faces a throat cut competition. There are two kinds of risk which is faced by
the poultry farm: Production risk and price risk.

The strategic objective of the company comprises of deciding the scope of the farm, and
gives the knowledge to the members of the farm

Talking about the grand strategy, the Company wants to make stability in its growth and
profits and thus the company adopts stability strategy. Also For making growth, the
company has diversified itself.
Business Description:
Introduction:
In Pakistan the poultry sector is playing an important role in bridging the gap between the
supply and demand for protein. Commercial poultry farming started in Pakistan in the
early 1960s and showed rapid growth over the decades. The early growth of this sector
was the result of the promotional policies from the Government and the persistency of the
poultry farming community. The Government considered the poultry production chain to
be a crucial part of the food processing industry and gave special incentives to this sector,
and hence the poultry sector was declared free of sales and income tax as well as exempt
from import duties for a number of years. As a result

Before 1963 native chickens provided the source of eggs and meat in Pakistan, and these
birds produce, on average, 0.769 kg of meat at four months of age and lay 30 eggs a year.
These birds were raised as abackyard activity to meet individual household needs. In 1965-66,
an improved variety ofchicken called Lyallpur Sliver Black (LSB) was introduced by the
Department of Poultry Husbandry at the University of Agriculture, Faisalabad. This breed was
developed bycrossing the native Desi breed with three imported breeds, namely; White
Leghorn, White Cornish and New Hampshire in a two-way cross breeding program to develop
a breed that could survive under the harsh environmental conditions of rural areas, as
well as being capable of producing up to 150 eggs per year.

With the passage of time we got fayoumi, who produce 167 eggs per year, Golden hen with 205
and Cross Breed 253 eggs per year on an Average. Now the hen we are talking about is
The Rhode Island Red is an American breed of domestic chicken. It is the state bird of Rhode
Island. It was developed there and in Massachusetts in the late nineteenth century, by cross-
breeding birds of Oriental origin such as the Malay with brown Leghorn birds from Italy. It was a
dual-purpose breed, raised both for meat and for eggs; modern strains have been bred for their
egg-laying abilities

Mission
The Main Mission of AZ poultry Farm is to serve the best quality of eggs to the
customer because we do not want to play with the health of customer. Earn profit on
lesser cost.
Vision
Providing local products at highest levels of specifications, standards and quality while adhering to
international norms and standards

Goals

1. Public health on our first preference

2. High inspection in the company
3. Give assurance about our working policy to the customer
4. Make relationship between the AZ poultry farm and their customer
5. Supply of only superior quality of product
6. Giving the facility of education, training and development to all employees.
7. A good leader who can develop motivation and can give support to the employees
so we can achieve our potential. 

Q: Why should consumer prefer AZ poultry products?

Structure:
Legal status:
AZ poultry farm is a partnership Business. While starting the business capital equally
distributed within two partners. Both partners can get the equal share of profit and as well as
loss.

Industry:
Trends :
Commercial Poultry in Pakistan was established in 1962. It is one of the largest agro based segment of
Pakistan having an investment of more than 750 Billion rupees. Poultry Industry of Pakistan is making a
tremendous contribution in bridging the gap between supply and demand of meat or eggs protein. With
the continuous depletion of supply eggs, poultry is the cheapest available animal protein source for our
masses and as such is an effective check upon the spiraling animal protein prices. Therefore we are
already consuming less protein as per required standards. Poultry Industry generates employment and
provides source of income to more than 1.5 million people of Pakistan directly & indirectly.

Future Possibilities:
Poultry sector is one of the most dynamic segment of agriculture in Pakistan with a significant
contribution in national GDP (1.4%). Commercial poultry production started in Pakistan in 1960’s
followed by many ups and downs. Poultry sector enjoyed many business friendly policies of the
government in start and later on also faced many challenges like disease outbreaks, different bans and
retail price fluctuations. Poultry industry stabilized properly in late 1990s by entering of big investors
with modern technologies and gaining profit margins on poultry products. Now the poultry industry has
become the 2nd largest industry in Pakistan providing employment to over 1.5 million people. Pakistan
is 11th largest poultry producer in the world with the production of 1.02 billion broilers, 48.83 million
layers and 11.8 million breeding stock annually. The current investment in poultry industry is over
Rs.700 billion. According to Economic survey (2016-2017), the commercial layer, breeders and broiler
stocks showed estimated annual growth of 7.0 percent, 5.0 percent and 10 percent respectively. As per
World health organization (WHO) standards, per capita animal protein consumption is 27g daily while in
Pakistan it is 17g. This gap shows that poultry industry has to grow to provide animal protein to fulfill the
standards of WHO. For this purpose in recent years, the government has taken various steps to boost
the chicken, ostrich, quail and duck farming in Pakistan. The government is also providing subsidy to
farmers in this regard.
The Rhode Island Red was developed as a dual-purpose breed, to provide both meat and eggs.
Since about 1940, it has been selectively bred predominantly for egg-laying qualities, and the
modern industrial Rhode Island Red is a layer breed. Rhode Island Reds have been used in the
creation of many modern hybrid breeds, mainly due to the prolific egg laying abilities of the Rhode
Island Red.

SWAT Analysis:
What makes SWOT particularly powerful is that, with a little thought, it can help you uncover
opportunities that you are well-placed to exploit. And by understanding the weaknesses of
your business, you can manage and eliminate threats that would otherwise catch you
unawares. More than this, by looking at yourself and your competitors using the SWOT
framework, you can start to craft a strategy that helps you distinguish yourself from your
competitors, so that you can compete successfully in your market.

Strengths and weaknesses are often internal to your organization, while opportunities and
threats generally relate to external factors. For this reason, SWOT is sometimes called Internal-
External Analysis and the SWOT Matrix is sometimes called an IE Matrix.

Strength :
Following are the strength of the Poultry Farm .

 Affordable Rate
 Targeting Less privilage Market Segment.
 Business Model
 Marketing Channel

Weakness:
The Following are the weakness of Mazdoorable App.

 Reliability of communication channel.

 Technical Difficulties.
  Dependence on Consumption estimation.
 The Rapid Change in Technology.
 The Expertise Required.

Opportunities:
Following are the opportunities for Mazdoorable App:
• Increase in demand for organic food.
• provide the desired food with uniqueness
• It will provide a way to attract customers towards healthy product.
• we are pioneer in the market regarding this business plan.
As we know there is increase in demand for organic food so we have an opportunity to - It
could help in gaining protein or fulfilling protein deficiency, fast, . It will provide a way to
attract customers towards organic food.

Threats:
Following are the threats for Mazdoorable App.

 Rapid Change in Cunsumption.

 Possibilty of new competators.
 viruses

So basically they are our threats.

PESTLE analysis:
(P)olitical environment
The political system is prevailing in a countrys policies and control of business. An honest,
efficient and stable political system is become essential factor for the development of any
country. In UAE there are three main vital institutions: executive or government, legislature
and judiciary. Among the there the legislature is the most crucial political factor which
impacts the al ain poultry farm because it includes powers such as policy-making, law
making, budget approving mirror of public opinion.

(E)conomic environment
The three economic factors which effect al ain poultry farm are capitalism, socialism and
communism widely. The al ain poultry always want to be in competition with others. Their
profit and wages system are based on the ability and willingness to work. There is also a
policy so that any owners can divest his capital form the profits. The workers are also free to
select an employer and site. Like workers al ain poultry farm select the managers on the
basis of their ability. They are also free to make any decision. There are also a limited
competition and profits, wages etc fairly in relation to efforts. The company also encourages
workers for employment. Generally economic environment consist those factor which bear
the functioning of a business. In case of al ain poultry farm the economic system comprise
price and distribution controls, per capita and national income, population, financial and
fiscal sectors, infrastructure etc

(S)ocio-cultural environment
There are certain social factors which are beyond the companys gate. These factors include
attitude to exalt, family, marriage religion, education attitude to people toward the work and
ethics. Some time due to this factors the demand of the al ain poultry farm grew and
sometime its falls.

(T)echnological environment
Technology environment exerts significant influence on business. The impact of technology
on the business can be seen as companys product, services, markets, suppliers,
competitors, distributors, manufacture etc. Due to technology environment the al ain poultry
farm got the continuous growth from last few years. It is also helpful in increasing quality
products. The al ain poultry farm has more capital demand, rise of productivity, more
emphasis on R&D, and pressure to become more professional etc.

(L)egal:
The company is also largely affected by industrial and animal related laws. The company is
also prone to any sue in commercial court regarding quality of food material.

(E)thical:
Ethical factors are concerned with the social responsibility part of the company. The poultry
farm has some ethical rules to follow regarding maintenance of animals. For example, the
company has to maintain proper safety and neatness level in farm etc.

Value chain:
The value chain consists of the process of value addition in the products of the company. In
Al Ain poultry, the value is been added at every stage of production.

The company has large farms and number of hens producing eggs. The company maintains
large farms and thus feed the animals so that they can produce eggs and meet which are
the key products of the company.

The company also adds quality to its products by the mean of proper and regular quality
check of the products produced by the farm.

At each stage of production, proper documentation is done in order to maintain proper

accountability of the system.

The company is also planning to go for ISO 9001 implementation to increase the quality of
the products and to add more value in it.
Internal analysis
The internal factors consists the factors which are inside the company. The internal factors
of the Al Ain poultry farm are:-

Products and service

This includes inventory management, product modification, and product transportation of Al
Ain poultry Farm Company according to the customer needs. Not only the products, this
also includes the Al Ain poultry farm companys sales services, promotional for the product,
packing, handling of return product and customization.

Communication flow
There is a facility for communication with the customer like getting information about the
quality of the product, packing information etc. Payments system

This includes billing for the customer, caring of special customer orders, order frequency,
credit cheques and others.

Leadership
The leadership is managed by the general management in the Al Ain poultry farm company.
The general manager looks for various operations like: general, technical, marketing and
financial management performance etc.

Employees
The employees are the backbone of the company and so only skilled labors work here. A
satisfactory environment for the working, facility for the coach, support and motivation,
giving education to employees, co-operation between the employees and the Al Ain poultry
farm company, giving promotion for their work etc are also available in the company.

Marketing plan:

Az Poultry categories its customer in three main groups. Our primary target is the
working professional and after then we will accomodate others. AZ poultry 50% target
the population of working professionals after then students and ten percent general
public. The majority of the twin city areas have man professionals and most of the
population now have a access of broadband connections giving possibility to access
information regarding our product through internet.
 Current Market Share:

AZ Poultry is in initial stage so currently market share is on starting Point which can be
calculated after its operations. But roughly pure organic eggs are rarely available and it
available on an either less privileged area or very well settled market on high prices
with any name specifically in term of business entity.

Marketing size :
We are targeting the people living in Islamabad and Rawalpindi to provide them organic food.

Target market:
At initial stage we are targeting the people of Rawalpindi and Islamabad to persuade then to try our
product and are in search of real solution to their protein needs through natural and healthy way.

Competition:
We have some competitions like private label organic eggs seller in big departmental stores
and some home or personal base retailers who sell their eggs on different rates but not a
single prominent seller of organic eggs therefore this gap will be filled by the AZ poultry
providing its product all over the city through its competitive pricing strategy based on market
equilibrium, and consumer can easily get their product through every retail store and through
our website or APP online order system.

Channel of distribution:
We will follow vertical integrated ISO 22000: 2005 FSMS (food safety management system) and
HACCP certified procedures, therefore we follow multiply distribution channels to meet our
customers demand to fulfill their protein needs.

Channel 1:
 Simply call us at : 0346-5393542 and 0303-7000082
 Book your order through website.
Name:
Phone ?
Discription
Order quantity (minimum order weekly/dozens)
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Channel 2:

Sales Strategy:
As we stated before we are about to sell organic eggs at a very unique and different breed
which lays eggs equivalent to common broiler hen market with same operations cost
therefore we set over pricing strategy in between of broiler table egg and market price
organic eggs i.e Rs 160/ Dozen.

We will also use public relations advertising, Direct marketing and e-mail marketing,
seminars, social media marketing to enhance our sales.

Business 7P’s:
i)

ii)
Product:
The main Product of the AZ Poultry RIR layer birds. The Business will strive to
improve the quality of the eggs produced and sold by providing the rigor
nutrition and environment conditions for birds other product of the AZ poultry
layer hen’s that become unproductive after 2 years RIR hen’s considered very
delicious fot almost evety consumer because of its meat taste the business will
be in positions to sell these at reasonable prices.
Promotion:
AZ Poultry will use a combination of push and pull strategies to create
awareness for the business and appraise leads and sales. The target
consumers will ideally pull the product through the distribution channel
forcing the whole sealers and retailers to stocks the product of the business.
The marketing effort of the business will be designed such that they create
attention, interest, desire and ultimately cause the target audience to take
action by purchasing the product of our company.
Branding will also assist in term of positioning or creating a picture in the mind
of the consumer about the business and product its provide consist of
following.
 iii) Website:
AZ poultry will register a domain name and engage a web design consultant to
develop a website for the business that provide information to the current customers
and potential customers.
iv) Business logo:
A business logo will be developed for the business. This will a graphical icon that eill
help consumer easily identify the product.
v) Professional letterhead:
Professional letterhead will be made for the business for writing letters to suppliers,
Customers and other stakeholders.
vi) Flyers:
All sized flyers will be made to promote the product of business. Along with it AZ
poultry will use variety of communication channels such as public relations seminars
social media marketing and sales promotion.

Price:

Business will make use of accounting and costing system to determine the unit cost of eggs. The
Pricing strategy will be justified as the business need to sell at a price higher than the cost per unit
and cover related cost and expences.

Fertile Egg Weight Selling Price/Dozen

Grade A 70- - 90 Grams 420

Grade B 60 – 70 Grams 360

Non Fertile Weight Selling Price/Dozen

Grade A 70 – 90 Grams 160

Chicken (R.I.R) 2.5 – 3.5 KG 600

Packaging:

The eggs Product will be packaged in paper egg trays and neatly sealed with a protective plastic
covering will bear the name of the product or brand as well as catchy phrase.

Information regarding the weight, nutritional value and expiry date of the product will also be
provided.

Place:

AZ poultry is initially covering twin cities (ISB/RWP) Main Office located in Rawalpindi, scheme 04.
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People:
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Process:

AZ Poultry will also Focus and invest on business growth through peoples aspect like key
employees, and will known people from their fields for promoting brand image.

Physical Evidence:

AZ poultry will tick to its business philosophy pure and hygienic therefore make the business
evidence acceptance and according to its safety and hygienic.
4 Operational Plan:
Following is the detail about the technical and operational plan of our business.

4.1 Growth Management and quality Assurance:

The Following Factors are essential for managing the growth of the layers birds. To Improve quality of
the birds and eggs produced as well as better manage the layers, the following aspects must be taken
into account.

The raw material requirements for the project include the following.

I) Environment:
Managing the environment surrounding the birds in terms of lightening, temperature,
ventilation (sir quality) and other climate related factors will be important to improve the
quality of the eggs produced.
II) Nutrition:
It is important to provide feed containing enough nutrients in the correct proportions water
supply is also important as it plays a role in keeping the birds dehydrated.
III) Health:
The immune system of the birds should be monitored so as to prevent and control diseases.

4.2 Product Life Cycle Stage:

From day one to start egg laying stage there are up to 20 to 24 weeks required, and require a cost of
their feed and maintenance which are as follow.

For day one chicks we have two options either to get hatch in our hatching machines or get the health
day one chick from well known as reputed hatchery house. The cost of the day one chick as follow RS 50
and the feed require to the day one chick is 5 grams up to week one after that add every 5 grams after
completing the week up to the 100 – 110 Grams.

i) Eggs laying period:

Once the layer start eggs it lays egg on its full capacity for up to 2 years.

4.3 Disease control and prevention:

Vaccination Schedule

vaccine Days Week Route

ND + IB 1st day 1st week Eye Drop
Newcastle 5 -7 1st week Eye Drop/wing
Gamboro 9th 2nd week Eye drop/ wing
Gamboro (plus) 16th 3rd week Eye drop/ water
Aab Qalb 18th 3rd week Wing
Newcastle + IB 22nd day 4th week Eye drop
IB (4/91) 28th 4th week Eye Drop
Foulpox 42 6th week Wing/skin
ILT (Live) 55 7th week Eye Drop
Avin Influnza (h-9) 60th 8th week Wing web
 Newscastle / IB

Avin influenza (h-5+ h-

7)
Avin influenza (h-9)

Newcastle + IB (live)

EDS + IB

titer.
65th

90th

105

110

118 – 120

4.4 Healthy Layers: (Maintenance & Supplier)

9th week

12th week

15th week

16th week

20th week
Wing web

Wing + body

Wing + body

Water

Body + water

Note: NDLASOTA repeat after one month from the last date of vaccination to maintain the protective

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The activities that will contribute towards the raising of healthy layers that are less vulnerable to
diseases are as provided in the schematic below.
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4.5 EGG Production Process:
tionDistrSaPckCleEGLAYugbR
Management plan:
Organizational chart:

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In the organization the CEO will be the higher ranking executive who will have primary
responsibilities including making major corporate decisions, managing the overall operations and
resources of a Business.

After CEO the manager Operations will have all the responsibilities who will look after and
supervise poultry farm house, his duties include keeping financial records, control and direct to
the house man which works under his direct supervision and authority. After that there will be a
house man which is basically a semi skilled work whose duties are of look after the feeding,
vaccination, and cleaning operations at farm.

Partnership Business:
Mazdoorable App is a partnership business. It will be registered as a Partnership business.
They will work on commission basis, Those repairmen’s who don’t have any job andare in need of
part time income will contact us and will get there selves registered with our application for the
sake of money and the same procedures applies for person who have atleast one year of
experience in maintenance and repairing of home.
This Business consists of Two partners.

 Zaman Gul
 Muhammad Ahsan Zia

Capital Reqirement:
Both business partner invest equally. Both partner can get the equal share of profit and as well as
loss because of the ratio of the capital.

Cost Advantage:
Mazdoorable Appcontributes in improving maintenance and repairing service through E-
commerce. Enabling providers to improve efficiency and meet their business goals. It also helps in
reducing costs through decreased time for finding repairmen’s, improve security and can get
different rates at a time. Helping promote legible, complete documentation and accurate,
streamlined coding and billing, Enhancing privacy and security of customer data and Helping
providers improve maintenance and repairing.

Government Regulations:
Maintenance and repairing service is at a pivotal moment in its development. The E-commerce
industry is primed to take advantage of the innovative tools that technology can provide and
governments are positive as to the potential maintenance and repairing service cost savings that
are expected to follow. Regulators around the world are increasingly starting to acknowledge that
conventional approaches to regulation may act as an impediment to digital innovation in E-
commerce and are looking to modernize maintenance and repairing services. But we are still a
long way off an environment where regulation has caught up with technology.