Professional Documents
Culture Documents
INDUSTRIES
TERM REPORT
(SECONDARY RESEARCH)
GROUP MEMBERS :
AISHA QADRI
RUBA ADNAN
SHAMS NASIR
TOOBA WASEEM
MUJEEB MURTAZA
INTRODUCTION
Pakistan is an agricultural country and production of fruits is an important part of this
sector. Mango is the king of fruits and one of the most important fruit crop in the world
as well as in Pakistan. Its a tropical, climacteric fruit liked by all due to its taste, flavor
and excellent nutritional properties. Mango is a delicious fruit being grown in more
than 100 countries of the world. Today, the annual estimated world over production of
mango is over 25-million tones. In Pakistan, total area under fruit cultivation is 853.4
thousand hectares with the production of 7178.8 thousand tones while area under
mango cultivation is 167.5 thousand hectares with the production of 1,732 thousand
tones being the second major fruit crop of Pakistan after citrus and is ranked fourth in
the world for its production.
The mango is the national fruit of India, Pakistan and the Philippines. It is also the
national tree of Bangladesh. The main mango growing districts in the Punjab province
are Multan, Bahawalpur, Muzzaffargarh and Rahim yar Khan. In the province of Sindh
it is mainly grown in Mir pur Khas, Hyderabad and Thatta in the province of NWFP it is
grown in D.I Khan, Peshawar and Mardan. Subsequently, a new trend of growing late
varieties in Punjab has received a wide popularity which has extended the market
period and added to the exportable surplus.
This delicious fruit is nutritionally superior, source of several vitamins and minerals.
Pakistan produces 3.95 percent world's mangoes being the fourth largest producer. Its
export is progressing resulting into substantial foreign exchange earnings. Mango
export including Middle East has also found its way to the UK and other European
markets. It is believed that the demand would rise to as high as 50 percent given the
right impetus and expanding the export to Germany, Japan China and Hong Kong.
SECONDARY RESEARCH
PORTER'S FIVE
FORCES
THE DIAMOND
MODEL
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CUSTOMER POWER
Bargaining Power of Buyer, when they are strong enough to be able to put collective pressure on the
companies producing a product or a service. At the point when a solid gathering of purchasers is show in the
business sector, it can altogether effect an organization's item and offering choices. The strongest force that
purchasers can apply is to lower costs, which thus affects the benefit potential. Purchasers can likewise
request higher nature of administrations or items, and expand intensity by compelling distinctive
organizations into value wars. These variables wind up diminishing the engaging quality of the business by
bringing down its profitability.
As in context to mango industry of Pakistan, the bargaining power of buyers is not much. The number of
suppliers is much more concentrated giving less power to buyers. Similarly the production of different types
of mangos are divided of the geographic bases which means that producers in an area are few indulge in
cultivation of a specific type of mango, this in turns means that the product is differentiated giving less
power to the buyer. One of the factor is information, the information available to buyers is less which
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Buyer Concentration: When buyers are fewer in number and more concentrated, they have a higher
power over the producer. The producers sales revenue will be dependent on these few customers and
they will not be able to ignore any demands. Conversely, if the buyers are widespread, then their
business is also smaller and they are easy to ignore for a producer.
Percentage of Sales: Another bargaining chip for a buyer or buyer group is the amount of business
they give to a producer. If the percentage of sales from one buyer is significant, then the producer will
not want to risk losing their business.
Undifferentiated products: If the producer sells a standard or undifferentiated product, then they
will usually have the potential threat of a buyer switching producers. If there are many producers
supplying the same type of product, a buyer will have the option of exploring possibilities.
Switching Cost: If switching costs are low for a buyer, then any dissatisfaction with a producer or a
product will lead to loss of business as the buyer will be able to find an alternate with minimum hassle
and inconvenience.
Threat of Integration: If there are possible threats of a buyer integrating backwards, then the
producer will have less power. This means that they may begin producing what they buy in-house, or
actually acquire the producer.
Information: If buyers have full information regarding the producers operations and what their
actual costs are, then they will be able to demand better prices from the producer.
Price Sensitivity: If the buyers are sensitive to changes in prices and may stop purchase, the
producer will not be able to ignore their demands.
Available Substitutes: If there are many substitutes or alternatives in the market, then the buyers
will have a lot of options to switch and shop around, making their power over the producers
substantial.
SUPPLIER POWER
The demand for Pakistani mangoes and mango items is continually on the ascent in abroad markets,
especially in China, UK and UAE. Pakistan earned over $61 million by sending out 130,000 tons mangoes a
year ago. The amount traded spoke to under five every penny of the aggregate generation of mangoes, which
remains at 1.7 million tons, in the nation. The specialists accept that there exists a colossal potential to fare
nearly 35 to 40 every penny of the aggregate creation of mangoes, which was far beyond the residential
interest.
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Concentrated numbers compared to buyers: if the number of supplier of mangos is more than the
buyer than the supplier have less bargaining power than buyers and vice versa.
High switching costs associated with a move to another supplier: if the switching cost of moving
from one mango supplier to another will be high the power of negotiating will be more of supplier and
vice versa.
Able to integrate forward or begin producing the product themselves. (self- sufficient): if the buyer is
self-sufficient i.e. its able to produce the mangos itself than the supplier would have less bargaining
power.
Have specific expertise or technology needed to manufacture goods: if the supplier have specific
expertise in the good in this case in the production of mangoes than the bargain power of supplier will
be more and vice versa
Product is highly differentiated.: product differentiation gives the supplier more bargain power, if the
product is more differentiated then the supplier has more power to bargain
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No substitutes available: Availability of substitutes give the supplier less power to bargain or in other
words less substitutes available more bargaining power of supplier.
MARKET COMPETITORS
The force of competition among rivals in an industry alludes to the degree to which firms inside an industry
put pressure on each other and breaking point one another's benefit potential. On the off chance that
contention is wild, contenders are attempting to take benefit and piece of the overall industry from each
other. This decreases benefit potential for all organizations inside the business. As indicated by Porter's 5
powers system, the power of rivalry among firms is one of the primary strengths that shape the focused
structure of an industry.
Porter's power of competition in a mango industry influences the aggressive environment and impacts the
capacity of existing firms to accomplish productivity. High power of competition means suppliers of mangos
are forcefully focusing on one another's businesses and forcefully estimating items. This speaks to potential
expenses to all contenders inside the business.
High force of aggressive competition can make an industry more focused and diminishing benefit potential
for the current firms. Then again, low power of aggressive competition makes an industry less focused and
builds benefit potential for the current firms.
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DEMAND CONDITIONS
Consistently increasing mango production capacity with over 1 million metric tons of mangoes produced in
each of the last 10 years and an increase of an average 1.5% in production on a yearly basis.
There is a sincere lack of awareness in the domestic consumers in Pakistan at all income levels. Almost all
of Pakistan consumes mangoes that are artificially matured using calcium carbide which is banned in most
every other country on account of it being a carcinogenic substance. The use of this substance allows
wholesalers to bring premature fruit to the market and decreasing prices substantially. This makes certified
and
global
GAP
adopters
uncompetitive in the domestic
market and
has forced them to look for
alternate
markets in the USA, UK, EU,
Middle
East, Far East and Africa.
The demand for Pakistani
mangoes
and mango products is constantly
on the rise
in overseas markets, particularly in China, UK and UAE. Pakistan earned over $61 million by exporting
130,000 tons mangoes last year. Of the total production of mangoes, which stands at 1.7 million tons, less
than 5% of the produce was exported. The rest catered to the mounting and thriving local demand. The
experts believe that there exists a huge potential to export some 35 to 40 per cent of the total production of
mangoes, which is over and above the domestic demand.
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Fertilizer
A good mix for most soils in Pakistan is 6 to 10 percent nitrogen, 9 to 15 percent available potash and 2 to 4
percent available phosphorous. The frequency of application however depends heavily on the age of the tree
as well as the sand to clay ratio in the respective regions soil. It is to be noted that the centuries old practice
of reliance on organic fertilizers is a very important one. Organic fertilizers often work best for young
bearing trees as well as large bearing trees because they are extremely sensitive and prone to fertilizer burn.
They require regular and semi-high doses of nitrogen, a nutrient that is prone to burning plants, especially in
synthetic, chemical form. Composted manures, blood meal and organic growth fertilizers will suit this need.
Pharmaceutical
The most common types of pests that attack your mango tree and fruit are the common fruit fly, the mango
hopper, the thrip and the shoot borer. Until recent years the Pakistani producer was almost completely reliant
on foreign owned multi nationals such as Bayer Cropscience and Syngenta Pharma. Since these chemical
pesticides had to be imported, the cost was too high for the common farm owner to bear which led to
staggering losses in fruit production of over 30-40% in some areas in Sindh and southern Punjab. However,
in the last couple of decades, companies such as Pak Agro Chemicals and Agri Farm Services have stepped
up to produce chemicals accessible to most if not all.
As far as disease control is concerned, the Pakistani mango isnt too resilient against certain types of disease.
Reason being the high brix (sugar) content, and the relatively sensitive skin on mango varieties such as
chaunsa. In this department, Pakistani growers are still almost entirely dependent on foreign pharmaceuticals
such as Bayer and Syngenta. Common diseases are Anthracnose, Powdery mildew and Sooty mould.
Other Industries
With the growth in the export capability and willingness in domestic Pakistani farmers, there is an increasing
need for the involvement of firms for both the development of its infrastructure and the distribution lines.
One example is the employment of contracts with Maersk shipping for the supply of controlled atmosphere
containers for sea shipping. Another is the contractual dealings of USAID with steel manufacturers and
electrical engineers in the yearly setup and maintenance of the on-site mango pack houses in different
regions of Sindh and Punjab.
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GOVERNMENT
US AID
The US Agency for International Development (USAID) has helped boost Pakistan
mango production and exports to international markets. This has led to a 75%
increase in farm revenues and the creation of hundreds of jobs across the country.
Through USAID, the U.S. government is supporting Pakistans mango farmers by
creating new market opportunities, infrastructure upgrades, and access to
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EXPORTS
Exports can be boosted if Pakistan can develop an integrated quality system. The government has chalked
out plans to expand its share in new markets like the EU, East Europe, China Canada, Africa and Australia.
But the key remains quality of the produce from the farmer to the consumer. For improving export quality,
experts believe, the process should start by setting quality benchmarks in the domestic market. Pakistan
Horticulture Development and Export Company (PHDEC) have developed such standards for different
produces, like mango and kinnow, but they await implementation. They need to be implemented strictly. The
company should also be made to develop such standards for other produces as well so that erratic domestic
market stabilizes on quality issues, and serves as a launching pad for the increasing exports.
Cotton exports are subject to mandatory quality inspection and certification, and exports of basmati rice are
also subject to quality pre-shipment inspection. Quality pre-shipment inspection is encouraged for other
agricultural commodities (e.g. horticulture products), sometimes by financial inducements, such as payment
of the 25% export fright subsidy, including on mangoes. Seemingly generous income tax concessions (low
rates of income withholding tax levied on the free-on-board value) also assist agricultural exporters, as do
periodic payments of export subsidies on sugar, fruits, vegetables, and occasionally wheat (amounting to
.PRs 500 million in 2002/03)
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