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Koutoubia Supervised By:

Dr. Hicham Amine

Yahya Khademllah

Prepared By:Kawthar KhaloufiBrahim Elyamani

Elarbi Aboulkassim

Outline

Company Overview Mission and vision Statement SWOT Analysis Problem Statement Problem Analysis Valid Alternatives Implementation of the Solution Recommendations

Part I:COMPANY INTRODUCTION

Company Profile• Founded as SAPAK (Société Anonyme des Palmeraies Koutoubia) in 1985.• The headquarters is located in Mohamedia• El Koutoubia has a market share between seventy five to eighty percent of

the total Moroccan market• The company is experiencing an annual development rate of almost ten

percent• Important investments in R&D.• The company’s operations are organized around 3 business areas which are

the breeding, slaughtering and processing of Halal meats. • Main competitors (Eldin Co. , Banchereau Maroc, Foodis, and Samafaco)

Vision• The holding’s main objective is to increase its own market shares for

higher profitability. As a result, it has to increase its exports to the Middle Eastern countries

• The company is aiming at penetrating new markets located in other regions of the world, where they can easily and successfully integrate and dominate the market.

Mission and Values• “To meet the needs of customers and anticipate their expectations, El

Koutoubia relies on its undeniable leadership, long experience and unique know-how to produce quality, safety and environment-complying products. These are the three commands of its sustainable growth strategy”.• Thanks to its perseverance and commitment, the holding enjoys today a

remarkable acknowledgment illustrated by the quality awards

Swot Analysis

Part II:Business Problem

Problem Statement• Based on qualitative research, we found out that El Koutoubia is

facing a serious problem with its packaging.• When the packaging is opened by the customer, the product ought to

be totally consumed in the few coming hours otherwise it will perish and eventually cause health damages on the consumer.• With continuous health sensitization and consumers’ tendency

toward healthy products, El Koutoubia might be facing a great risk of losing a portion of its market share.

Problem Analysis:

• Capital issue.• Wrong approach.• Old machinery.

• The wait and see approach

• Product development and innovation

• Cheap materials• Easy to print on• Potential for short-term

return.• Reduced transactions costs.

• Profitability.• Low focus on customer

satisfaction.

Machines Production

Short-termism

phenomenonSales

Problem Analysis:

• Lack of expertise• Lack of new ideas.

• Low competition in the Market.

• Reputation in the market

• Weak marketing department.• Failure to understand

customer needs.• Targeting limited market.

• Cheap Materials.• Easy to print on.• Reduce material costs

People Competition

MarketingMaterials

The main cause of the problem can be explain by the machinery. As a result, consumers are not satisfied :Lack of the protection.Safety Problem.

Problem Analysis:

Alternatives:

1. Buy new machinery.2.Outsourcing.3. Sell small portions.

Problem Analysis:

Alternative 1: Buy new machinery

Automatic Vacuum Forming Cutting & Stacking Machine.Cost: Between $ 120,000 – $ 130,000.Power: 140 kwProduction efficiency : 4-5 seconds/unitMaterial can be recycled Excellent quality CE approvedISO9001 certifications

Supliers of packaging in Morocco:

DIMATIT Agrumar source Casapacking

the average cost of packaging is $1 for every $11 spent.

Alternative 2:Outsourcing

Koutoubia can start sellling portions for one time use.Excluding family size portions.

Alternative3: Sell small portions

Koutoubia should choose alternative 1.Economies of scales.Time savings.the equipment can be used for more than one product line.provide a positive return on investment.

Selection of Alternative:

First step: Hiring a market research agency, AMRB in our case.

Second step: Assessing & selecting the best ideas to be developed.

Third step: Designing a prototype.

Forth step: Launching an advertising campaign.

Final Step: Starting the production process.

Implementation:

Recommendations

•Adopt a less centralized management style.-Packaging.-Transportation.

•Provide the proper training. -Over 34 000 employees need control.

•Minimize delays and scheduling issues. -SAP (Systems, Applications, & Products in Data Processing.)