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INTRODUCTION: The year 1964; Pakistan a young independent nation forging ahead towards a dream: self sufficiency in food production. Malnutrition remained a major problem and one out of four children died before attaining the age of five. 80% of ailing children were affected with diseases caused by protein, vitamin and mineral deficiency. Poultry production, the quickest and least expensive way of filling the protein gap was planned to overcome malnutrition. Backyard poultry farming had to graduate to a more professional level. January 1964, a young man, Khalil Sattar, still a college student, had the vision to foresee a need to establish poultry farm of 1,000 chicks. Little had he known his flock was to become the foundation stone of K&N’s?

This was the simple, inspired and nationalistic beginning of K&N’s with a single-minded

objective of providing better nutrition for Health and Happiness of the Nation. Following

are the business activities of K&N’s Pakistan:

1. Poultry Breeding

2. Hatching

3. Broiler Growing

4. Feed Milling

5. Poultry Processing

6. Distribution Systems and K&N’s Chicken Stores

7. Quality Assurance Lab

8. Poultry and Diagnostic Research Institute

Keeping the business activities in mind, following are the product lines of K&N’s Chicken

in Pakistan:

1. Ready-to-cook Products

2. Fully cooked Products

3. Deli Line Products

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Category of K&N’s:

Process

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COMPANY’S BACKGROUND

K&N’s is the founding pillar and beacon for Pakistan poultry industry- started in 1964

with a single minded objective of providing better nutrition for health and happiness of the

nation. Building on years of poultry expertise, and a commitment to food-safety, K&N’s

integrated all poultry production activities under one umbrella to ensure quality and food-

safety by managing and controlling all stages of production.

PROBLEM STATEMENT:

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The sales are declining as compared to previous years. After reviewing the financial

statement we come to know that the sales was in peak in 2008 but in from 2009 to

there is decline of sales turnover and profitability ratio is also low.

RESEARCH OBJECTIVES: The objectives of a research project summarize what

is to be achieved by the study. These objectives should be closely related to the

research problem. The general objective of a study states what researchers expect to

achieve by the study in general terms. It is possible (and advisable) to break down a

general objective into smaller, logically connected parts. These are normally referred

to as specific objectives. Specific objectives should systematically address the various

research questions. They should specify what you will do in your study, where and

for what purpose.

Management question: why there in decline in sales?

Research question: how can we increase our sales turnover and overcome

effectively that situation.

Investigative question:

Should we introduces new prices or implement the incentive bonus to attract

customer.

Should we consider developing better taste as Pakistani people prefer to eat

spicy food?

Is it needed to improvement in supply chain management?

Methodology

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This section presents an overview of the methods to use in the study. Areas covered include

the research design, population, sample and sampling techniques, data collection and

analysis.

1. Sampling design : For the study, a sample size of 50 people has been taken into

consideration. The aim was to collect 50 samples for the analysis. The samples

should be such that they are consumers of K&N’s products. We also tried to get an

adequate ratio of men and women in the samples. The main demographics targeted

were the younger age group as they are one who consumes more of K&N’s products.

Also we tried to focus more on the college going crowd and young professionals.

Buyers who have been consuming products were better able to answer the questions

regarding the influencing factors and the reasons for their consumption and Purchase.

We distributed 50 questionnaires among different age groups or segments

20 among the students

10 among the teachers

14 among the job oriented people and

6 among the business class

2. Research design A research design is a framework or blueprint for conducting

the marketing research project. It specifies the details of the procedures necessary for

obtaining the information needed to structure and/or solve marketing research

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problem. The research design used in this project is a Descriptive, causal and

exploratory design .

Descriptive Study: as the name implies is designed to describe something-for

example the characteristics of users of a given product, the degree to which

the product use that varies with income, age. People respond in a very positive

way to the products of K&N’s. There is a very high market potential for the

products of K&N’s. Through research it was found that pricing was an issue

that needed to be considered.

Causal Research:

We did research and collected primary data from people to find out that what the

things that can affect the sales of . There are various factors involved that the target

customers were looking for like the type of packaging, pricing

Exploratory Research:

In exploratory research we gathered information from the people that whether they

liked the K&N’s products and if they want any type of changes in the product like

people gave the feedback as well.

3. DATA COLLECTION: data collection involves the sources from

which data has been collected.

PRIMARY DATA:

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Questionnaire: Primary data was collected by preparing questionnaire and the people

requested to fill them. We design questionnaire containing ten questions regarding the

satisfaction levels with K&N’s products and service. We collected from different

people who use K&N’s products to know their response and ask for suggestion and

improvement they want.

Interview: we interview from different outlets of K&N’s and ask the supplier about

the sales of these products and having any customer complaints about these recopies.

SECONDARY DATA:

Internet: as company policies, procedures, and rules obtained from the organization’s

record and documents. Data collected was internal and also external to the

organization and accessed through the Internet.

Literature review: from recorded and published information, Newspapers,

Periodicals and libraries. we search from different books and review different article

from internet .

4. Data analysis:

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Research AnalyzationQ.01 Have you ever used K & N's chicken

product?

Yes 90%No 10%

Q.2 How often do you use K & N’s products?

0

0.1

0.2

0.3

0.4

0.5

0.6

Once in a week 10%Once in a month 30%Daily 10%Rarely 50%

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Q.04 Are you satisfied with the current prices of product?

Q.05 How much you are satisfied with the qual-ity of products?

Very satisfied 30%Satisfied 60%Neutral 8%Dissatisfied 2%

Q.06 Do you want more taste/varieties in K & N’s recipes?

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0

0.2

0.4

0.6

0.8

1

1.2

Yes 97%No 3%

5. Data limitations: The research efforts, which our group has made, in this

research we faced some problems, which are:

1) We faced difficulties in collecting primary data.

2) It was difficult to collect the correct information.

3) There was a less response by the owners of K & N’s.

4) Convincing and collecting the information from technical person has been a hectic

task.

5) They were a bit shaky about answering all the questions, which we strived to, write in

our questionnaire.

6) Finding out accurate information made us exploring the world of internet as well as

going from one place to the other.

7) It was very difficult to meet the standard format of the project as for as designing and

composing is concerned.

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Findings:

Summary and conclusions: after the financial analysis we found that there is

decrease in sales as compared to previous year so we conduct research on

that.

As we can analysis the sales from the graph as shown:

As survey was conducted and according to that it is observed that 60% people

are satisfy with the product quality and are definitely going to used K&N’s

product again because of its :

Basic values

Products

Quality

Affordability

Availability

And it is making your life easier by:

Serve unexpected guest.

Life not restricted to your kitchen only

Stomach grumbling in the middle of the night.

Time saving

No dirty hassle

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Perfect taste

But people having complaints with the current prices of K&N’s product and they

want more taste and recopies.

Recommendations:

After all analysis of data we recommend to that there should be

reconsideration on price level as we know there is tough competition in

customer can easily divert to other substitutes available just because of price

level .so they should keep price low and quality high to retain the existing

customer and attract new customers .

Another thing which was observed during whole research was that the people

want more recopies and tastes in K&N’s products as we know most of

Pakistani people like spicy food so there is need for develop more taste.

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Appendices

Sampling

Sampling is that part of statistical practice concerned with the selection of a subset of

individuals from within a population to yield some knowledge about the whole

population, especially for the purposes of making predictions based on statistical

inference.

Survey: A survey is a data collection tool used to gather information about

individuals.  A survey may focus on factual information about individuals, or it might

aim to collect the opinions of the survey takers.

Research proposal a research proposal is to show that the problem you propose to

investigate is significant enough to warrant the investigation, the method you plan to use

is suitable and feasible, and the results are likely to prove fruitful and will make an

original contribution. In short, what you are answering is 'will it work?

Bibliography: A bibliography is a list of books, articles, and other sources you use when researching atopic and writing a paper. The bibliography will appear at the end of your paper. Bibliography entries will include:

Author Title of your source Publication information Date

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Bibliography:

K&N's - Safe and Healthy Chicken. Web. 11 May 2011. <http://www.kandns.com/>.

"Business Research Methodology (With Cd)." Web. 11 May 2011. <?id=3G6wPaCU5SAC>.

Cooper, Donald R. "Business Research Methods." Google Books. Web. 11 May 2011. <http://books.google.com.pk/books?id=_4zWAAAAMAAJ>