Date: 27th June 2020

Summary of the Case Study

 Ready to eat meat products: chicken being primary product

 Objective: open 100 outlets in Mumbai
 Processing and Storage in: Pune
o Processing Capacity: 10 tons per day
o Storage Capacity: 40 tons (-20 Degrees)
 Poultry farms: 10 within 50km of processing plant
 Transport vehicles: 5 (with -10 degree cold storage)
 Transport vehicles: 5 (without cold storage)
 Demand was good: 5 years (with good rating)
 Expansion
o 10 times more processing capacity
o 200 farms (with 300 km radius)
o Expanded to: 200 major cities
o Cold storages in: Transport vehicles: 5 (with -10 degree storage)
o Outsourced: Transport vehicles: 5 (with -10 degree storage)
 Diversification
o Products and Services; Cloud, Software development, infrastructure support, license
management, security management, email, antivirus,

Read the Case Study and Identify

1. internal and external issues

2. interested parties
3. requirements of interested

 internal and external issues

 External
o P – Political
 There are no political issues either at Mumbai or Pune that may impact the
business in a negative way.
 In fact the local and national politics favours the business through themes
such as “Make in India”
o E – Economical
 The economic situation is in favour of the business due to availability of low
cost labour and low cost land.
 Growth of middle class income families is a positive sign for business growth
o S – Social
 Growing interest in hygienic and healthy food will boost the business
o T – Technological
  The increase in the availability of IoT and internet based remote monitoring
is an advantage to monitor our storage facilities coupled with cloud survives
to alert changes in temperature and other conditions
 The availability of 4G/5G in conjunction with GPS will allow us to tract
logistics while monitoring the temperate in transit and at delivery
o E – Environmental
 Since our packaging is biodegradable and environment friendly - the growing
consciousness in environment protection will be an advantage to us
o L – Legal
 Both Mumbai and Pune has very favorable legal framework for startups or
new businesses
o Market Conditions
 Competition - Kraft is a very well established ready to eat meat provider
with strong financial backing
 Potential market growth - growing interest in hygienic food and increasing
middle class and upper income families
 Internal
o S – Strengths
 Very good and committed technical staff such as food specialists
 Very modern factory and logistics setup
o W – Weakness
 Costs rising due to increases in food QA and testing
o O - Opportunities
 Collaboration with restaurants, food trucks and catering services
o T – Threats
 A main competitor has lowered its prices
 Food regulations are being revised and may add further restrictions on food
hygiene

 Needs and Interest of interested parties requirements

o Employees
 Job Satisfaction
 Job guarantee
 Training
 Work-life balance
 Recognition
 Good wages
o Customers
 Quality (meat) products
 Sustained and quality customer service
 Continuity of products (meat) and (customer) service: continuity of business
o Distributors
 Good margins from Meat products of Myfood
 Continuity of products (meat) and (customer) service: continuity of business
o End-users of products and services
  Affordable and quality products
 Sustained and quality customer service
 Continuity of products (meat) and (customer) service: continuity of business
o Community
 Job opportunities for the community
 Investments in the (local) communities
 Not polluting the environment
 CSR projects (contribution to the community)
 Continuity of products (meat) and (customer) service: continuity of business
o Shareholders
 Good dividend/Reputation
 Higher market value of the firm
 Continuity of the business
o Investors/Directors
 Good dividend/Reputation
 Higher market value of the firm
 Stability of the firm (financially, Politically, economically)
 Continuity of the business
o Insurers
 Higher market value of the firm
 Stability of the firm (financially, Politically, economically)
 Continuity of the business
o Authorities/regulators
 Compliance with regulations
 Good governance
 Continuity of the business (so that license fees and taxes will be received)

o Competitors (The competitors expect to take business away from the company)
 Therefore, understand this and have good business practices in place, so
that that they are not adversely impacted by the competitors.
 Vulnerabilities: to opportunities

Vision

Most hygienic and nutritious ready-to-eat meat supplier in the Indian subcontinent by 2023.

Mission

To transform ready-to-eat and make it available and affordable as a notorious dietary component.

Business Scope

MyFood is a high-volume, high-quality ready-to-eat meat manufacturer and supplier that specializes
in the farming, processing, storage and distribution of HACCP and ISO 22001 certified, third party
quality assured frozen ready-to-eat chicken products across India with Headquarters and RnD in
Mumbai and productions and storage facilities in Pune.
BCMS Scope

The BCM aims to keep 20 percent of the farming, processing, storage and distribution of frozen
ready-to-eat chicken products across 60% of sales channels with Headquarters and RnD in remote
location in Mumbai.