EXECUTIVE SUMMARY

Kirni Chickens Poultry Farm was founded in 1966 and is now the leading chicken supplier in

North Cyprus. The company's headquarters are in Kirni Chickens, and the company's

products are sold in stores all throughout the country. Chicken and egg products are sold by

the corporation, and chicken and other poultry items are particularly popular in metropolitan

areas.

The supplier's service is fairly good in the exterior environment. For the Kirni Chickens

poultry farm, there are a number of rivals. In addition, there is a significant risk of new

entrants into the business. Customers occasionally try to haggle, but the Kirni Chickens

chicken farm prefers a set price structure, therefore there are no opportunities for negotiation.

Political, legal, economic, social, ethical, and technical issues have a significant influence on

the organisation.

Internally, there is a capability for communicating with customers, such as receiving

information about the product's quality, packing information, and so on. The Kirni Chickens

poultry farm company's general management is in charge of leadership.

The Kirni Chickens chicken farm has a positive image and reputation among its clients. As a

result, the agricultural enterprise has a strong bond with its clients. It is not adversely affected

if there are any additional entries. The import product has a smaller influence on this firm.

The firm is up against stiff competition. The poultry farm is exposed to two types of risk:

production risk and pricing risk.

The company's strategic goal is to determine the breadth of the farm and disseminate

information to the farm's members. When it comes to the firm's grand plan, the corporation

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wants to maintain consistency in its development and profitability, thus it employs a stability

approach. The organisation has also diversified in order to achieve development.

VISION AND MISSION

The Kirni Chickens chicken Farm Company is North Cyprus's most successful business. It

may be found in North Cyprus. All frozen chickens and eggs were brought into North Cyprus

prior to the creation of any poultry farms. Then a slew of poultry farms were on the scene.

North Cyprus is now a self-governing entity, with the value of eggs and fresh chickens

consumed in 2003 estimated to be worth over 400 million Dhs. Kirni Chickens rose to

prominence in the poultry farm business in the above-mentioned region in 1996.

Their major goal is to provide the highest quality and service while increasing shareholder

value. However, they give the highest grade chickens to the client since they do not want to

jeopardise the customer's health. Their goal is to ensure that the employees are happy.

As a result, they strive to earn the customer's trust by exceptional quality, product innovation,

and operational and service efficiency. The following is their mission and vision:

1. Their primary choice is public health.

2. In the firm, there is a strict inspection.

3. Give the consumer comfort regarding their working policies.

4. Establish a link between Kirni Chickens and their customers.

5. Keeping and growing their relationship with their processors

6. Only the highest quality products are supplied.

7. All employees have access to education, training, and growth.

8. A strong leader can instil inspiration and provide assistance to employees, allowing

them to reach their full potential.

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 9. Employees who are able to operate in accordance with ethical standards and take

ownership of their job.

EXTERNAL ENVIRONMENTAL ANALYSIS

In the previous two decades, the expansion of Kirni Chickens chicken farm has been

significantly reliant on the external environment. The following is the company's five-force

model:-

Porters five force model:

Bargaining power of suppliers:

The service provided by the supplier is excellent. They don't bring chickens in from other

countries. As a result of being domestic suppliers, it provides benefits in the form of

discounts. Kirni Chickens poultry farm earns consumer loyalty by delivering on time and

providing high-quality chicks and eggs.

Competitor

For the Kirni Chickens poultry farm, there are a number of rivals. Not only does the

corporation confront rivalry from within the country, but it also faces competition from

outside the country. Brazil is the most active participant in the chicken markets in North

Cyprus. Yemen, Saudi Arabia, and other countries are among Brazil's primary customers.

Because all of the rivals have adopted a similar pricing policy and product quality, competing

with them has gotten increasingly challenging in recent years.

Threat of new entrants

As we can see, there is a lot of room for poultry Farm Company to expand. As a result, there

is a significant risk of new entrants into the market.

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Threat of substitute product

It is not necessary for the client to favour chickens in their cuisine; there are many

alternatives to the company's products. If individuals care about their health, they can eat

vegetarian meals, whereas non-vegetarians can eat fish, mutton, or any other meat.

Bargaining power of customers

In the external environment, customers are also a major factor. They are well-educated,

therefore they want to receive all of the information before receiving the package. There is a

communication network in place at Kirni Chickens chicken farm so that they can interact

with their consumers. Customers occasionally try to haggle, but the Kirni Chickens chicken

farm prefers a set price structure, therefore there are no opportunities for negotiation.

PESTLE ANALYSIS:

Political environment

The political system dominates a country's policies and commercial control. An honest,

efficient, and stable political system has become a necessary component of every country's

progress. The executive, legislature, and judiciary are the three most important institutions of

North Cyprus. The legislature is the most important political force affecting the Kirni

Chickens poultry farm since it has powers such as policy-making, law-making, and budget

approval, as well as being a reflection of public opinion.

Economic environment

Capitalism, socialism, and communism are the three economic elements that have an impact

on Kirni Chickens chicken farm. Kirni Chickens birds are constantly eager to compete with

one another. Their profit and salary structure is based on willingness and capacity to labour.

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There is also a policy that allows any owner to withdraw his capital from earnings. Workers

can also choose their own employer and employment location. Kirni Chickens chicken farm

selects managers based on their abilities, much like workers. They can also make whatever

decision they choose. There is also little competition, and profits, salaries, and other benefits

are distributed equitably in response to efforts. Workers are also encouraged to apply for jobs

at the firm. In general, the economic environment consists of the factors that influence how a

corporation operates. Price and distribution restrictions, per capita and national income,

population, banking and fiscal sectors, infrastructure, and so on are all part of the economic

system of Kirni Chickens farm.

Socio-cultural environment

Certain societal elements exist outside of the company's control. These influences include

exaltation attitudes, family, marriage, religion, education, and people's attitudes about labour

and ethics. The demand for Kirni Chickens poultry farm has fluctuated over time as a result

of several variables.

Technological environment

The technological environment has a huge impact on company. Technology's influence on

business may be observed in the company's product, services, markets, suppliers, rivals,

distributors, and manufacturing, among other things. Kirni Chickens chicken farm has been

growing steadily for the past several years as a result of the technological environment. It also

aids in the improvement of product quality. Kirni Chickens' chicken farm is experiencing

increased capital demand, increased productivity, increased emphasis on R&D, and pressure

to become more professional, among other things.

Legal:

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Industrial and animal-related legislation can have a significant impact on the organisation.

The corporation is also vulnerable to a commercial court lawsuit over food quality.

Ethical:

Ethical considerations are concerned with the company's societal duty. When it comes to

animal care, the poultry farm has some ethical guidelines to follow. For example, the

corporation must maintain a high degree of safety and cleanliness in the farm, among other

things.

SWOT ANALYSIS

The SWOT analysis is the most straightforward way for analysing any firm. Strength,

weakness, opportunity, and threats were all represented by this symbol.

The information offered by the SWOT helps match the firm's resource and capabilities in

today's competitive advantages.

The following is the Kirni Chickens poultry farms SWOT analysis:-

Strengths

The strength section demonstrates how the organisation is capable of utilising its resources to

their full potential. Kirni Chickens' chicken farm's strength is:

 The Kirni Chickens poultry farm is the first of its kind in North Cyprus.

 The Kirni Chickens chicken farm has a positive image and reputation among its

clients. As a result, the agricultural enterprise has a strong bond with its clients. It is

not adversely affected if there are any additional entries.

 They employed varied prices for different items so that the firm could appeal to a

wide range of customers.

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  They made use of a wide range of technology. They employed modern technology's

freezer for chicken storage, water resource, method of disposal for dead birds,

keeping them from dieing, and their communication network is so powerful that they

can easily connect with customers.

 The import product has a smaller influence on this firm.

Weakness

Every organisation will never be able to achieve its objectives since it will always have

certain flaws. Kirni Chickens' flaws include the following:

 They were up against a throat-cutting competition. True, they are the first poultry

farm firm in all of North Cyprus, but in today's competitive market, even a minor

blunder might result in a major catastrophe.

 The entire business is based solely on chicken products. There is a little amount of

effort in egg products, but hens account for more than 80% of the work.

 In addition, the distribution routes are ineffective. It is fairly uncommon for chicken

deliveries to be late, resulting in both financial and morale losses for the organisation.

Opportunities

In layman's terms, opportunities depict the future, i.e., what our company's future conditions

will be. It responds to the question of whether there are any prospects of profit or loss. The

Kirni Chickens poultry farm has the following opportunities:

 The fundamental reason for the expansion of any poultry farm is because chickens are

regarded as a healthy protein source.

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  The customer's level of life is rising, and if we look at the surroundings in North

Cyprus, we can see an increase of non-vegetarians on a daily basis. As a result, there

is a rise in the demand for chickens.

 Every day, new technology is invented, allowing them to keep an increasing number

of chickens and deliver new food quality and flavour to the market.

 Because of the increased competition, the corporation has grown more concerned

about quality and will aim to cut costs. This will benefit Kirni Chickens' chicken farm

as well as its consumers.

 They can hire more skilled workers, which will foster a positive work atmosphere and

allow them to collaborate with their bosses.

Threats

The threats are a reference to the present issue that they are dealing with. The following are

the dangers to the Kirni Chickens poultry farm:

 The poultry farm is exposed to two types of risk: production risk and pricing risk.

 Bird flu is already spreading among birds, making it more difficult to produce a high-

quality product in this setting.

 There are several rivals, both domestic and international; they are also up against

competition from another country.

 There are several alternatives. The competitiveness has intensified as a result of the

substitutions.

As a result, the Kirni Chickens poultry farm's SWOT analysis reveals both its good and

negative aspects.

STRATEGIC OBJECTIVES

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Making long-term decisions, making decisions, and allocating resources are all examples of

strategy. In terms of strategic objectives, we make three types of decisions. What can we do,

for whom, and how can we do it so that the company's goals are set in strategy?

In practise, chicken farming has become a global success storey in recent years. As a result of

the financial assistance, the Kirni Chickens poultry farm has access to the market and

specialised inputs. As a result, the company's primary objective is to keep supply and

ownership of the birds, with all processing and wholesaling conducted in accordance with the

Meat Hygiene Act. The following are the requirements of this act:

 Transportation of meat for human consumption

 hygienic manufacturing

 Establishments that process meat for human consumption

As we all know, this farm also sells eggs, so it runs under a controlled system, and it is up to

the management to find markets for their produce.

The following are the strategic goals:

1. To determine the farm's scope and provide information to the farm's members.

2. All procedures are carried out with the wellbeing of the birds in mind. Lighting,

ventilation, health, food safety, and management techniques are all included in the

poultry.

3. To reassure management, employees, and visitors of their safety.

4. Monitoring of various nutrients, impact issues, and remedial measures are then done.

5. Possible business plan for the company, taking into account local competition.

6. The impact of chicken imports on domestic production. Increase the value of native

products and minimise reliance on imports.

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 7. Customers value poultry farms because they offer a wider range of products at a fair

price.

8. Understanding the relationship between productivity and revenue creation.

9. To limit the environmental effect of meat consumption and to ensure that the natural

cycle is not disrupted.

GENERIC STRATEGIC

For the preservation and attainment of competitive advantages, there are three types of

generic strategies: Cost leadership, differentiation, and a strategy that focuses

If we look at the Kirni Chickens chicken farm, we may conclude that they have implemented

a differentiation approach. Because, as we all know, the Kirni Chickens poultry farm

concentrates on a variety of chicken products, each of which has its own set of

characteristics, the prices are set according to the features of the goods. The following are the

reasons for adopting this strategy:

 Customers from competitors develop brand loyalty as a result of this.

 There are a variety of items available based on the needs of the consumer, therefore

each customer is tied to a certain product. Not only is there distinguishing in the

features, but there is also differing in the cost so that every consumer level is

connected.

 Also for supplier management. Why? Because if a supplier charges a greater price for

the material, it may be controlled in any other product, which are only achievable if

the farm’s chicken products are diverse.

 There is also an advantage from the customer's perspective. There will be a huge

number of purchasers, and we know that if there are a lot of buyers, their bargaining

power will be limited owing to price fixing and limited options.

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  If a new entry is made, it will have a small influence on consumer loyalty.

As a result of the aforementioned reasons, the organisation has implemented a differentiating

approach. However, because the firm also sells eggs from hens, it employs a cost leadership

approach, which allows it to compete with competitors, attract consumers, and lower failure

rates.

GRAND STRATEGIC

Last year's record production in the poultry and meat industries demonstrates that diverse

chicken farms have worked harder to meet the expanding demand. The poultry farm has

embraced a grand plan by the trade group for chicken production.

A grand strategy involves the actions required to carry out the long-term plan and accomplish

its main goals. As a result, we will examine Kirni Chickens' grand plan in terms of market,

diversification, product, organisational growth, strategic, and so on.

We shall analyse the grand plan on three levels after analysing its corporate and generic

strategies.

 Growth strategy

 Retrenchment strategic

 Stability strategy

The firm has diversified in order to achieve growth. For this, it innovates, adjusts its methods,

and listens to client input, as well as offering a range of chickens. If there is a problem with

the receipt, they will act accordingly. This technique increased the company's openness to

attempt new things. The business is also attempting to break into a new market for its goods.

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The corporation wants to maintain consistency in its development and profitability, therefore

it employs a stability strategy. Kirni Chickens is a chicken farm that solely conducts research

on new products. Quality and pricing are the focus of the investigation. They do not alter the

current product line or pricing policies.

The agricultural firm does not have a retrenchment strategy in place since they do not want to

reduce their commercial activities.

RECOMMENDATIONS AND CONCLUSION

After examining the many aspects of the Kirni Chickens chicken farms, we can conclude that

no one, including the farm under evaluation, is flawless. We spoke about the company's

problem in the SWOT analysis. As a result, action should be taken against them.

The Kirni Chickens poultry farm should, in our opinion, adopt the following steps:

 Given that the organisation mostly trades in cash, clients may have access to a credit

facility. The firm should accept credit cards and other forms of payment.

 Kirni Chickens is a poultry farm that solely sells two products: chickens and eggs. As

a result, the business must diversify. It can diversify through two methods: growth

and the introduction of new items. As we can see, Kirni Birds' business is limited to

three main cities in North Cyprus; thus, it should expand its operations and include

vegetarian meals to complement its chickens and eggs.

 Many times, the birds have spoiled owing to a lack of inspection and monitoring, and

they have been employed without being checked. As a result, regular and thorough

examination is required. It would be ideal if there was a daily monitoring mechanism

in place.

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  Kirni Chickens chicken farm disposes of dead birds in nearby areas, which is equally

detrimental, thus dead bird disposal should be about 1000 metres away from firm

premises.

 Chickens should be inspected for quality. Refrigerators should be used to keep raw

chicken. Various diseases such as the flu, for example, should be prevented.

REFERENCES

1. https://kirnipilicleri.com/en/home/

2. Hill, Charles & Jones, Gareth. 2009. Strategic Management Theory: An Integrated

Approach. 9th Edition: Cengage Learning

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