BMC

Beef and Mutton Company

“A Complete Range of Taste & Health”

Address
Head Office: C-1 Gulberg III, Lahore.

Contact: 111-BMC-BMC (bmc@yahoo.com)

Management
Designation Name Contact
CEO M.Faraz Sohail 0345-1234567

Director Finance M.Ahmed Mahmood 0313-2154874

Director Marketing Adeel Akram 0300-8796587

Director HR Sana Irshad 0300-8521478

CRO Irfan Kareem 0334-8785412

Date of Plan:
This business plan is prepared in March, 2012.

Preparer:
FALCONZ

Table of Contents
1. Executive Summary

2. Business Vision

3. Mission statement

4. Competitive Advantage

5. Organizational Plan

6. Business Model

7. SWOT Analysis

8. Product Line

9. Product Prices

10. Marketing Plan

11. Sales and Distribution

12. Promotions

13. Public Relations

14. Financial Projections

15. Cost of Project

16. Breakeven Analysis

17. Executive Summary

18.Introductory Overview:
 19. At BMC, the finest range of animals are carefully selected, slaughtered and processed in
compliance with international food safety practices.

BMC is a tailor made chain of stores dedicated to meat; a concept which is not alien to
most of the urban area, but one currently based on fantasy. Allow us to make this fantasy a
reality. From nurturing to slaughtering, chilling, transporting and retailing, our products have to
undergo stringent quality checks each step of the way. Halal, healthy and fresh, this meat is now
being made available at various locations through specially designed BMC outlets.

Business vision
“To become the leader in meat market”
Mission Statement:
Retailing export quality beef and mutton, BMC is the first of its kind in the meat shop space. The
meat is supplied by our own abattoir located in Khanewal, which currently exports beef and
mutton. This plant meets highest international standards and is certified by the health and food
import departments of the country. The free range, lean raw meat and ready to cook products
that BMC offers you every day are as natural and wholesome as you can possibly imagine.
Short Term Goals:
 To launch our product in major cities of the country.
 To create market value.
 To provide quality stuff.
 To provide healthy food.
 To provide the diversified range.

Competitive Advantage

Competitive advantages that we possess are:

 We possess is no/less competitor in this product’s market.
 HALAL meat assured standards. Certified from HALAL meat accreditation councils.
 We have latest technology meat processing plant.
 We assure quality product from starting point till end/finished product.
 We also possess a great pool of working teams, who are trained and encouraged to
work for the no-match product delivery to the customers.

Wide range of meat products

Competitors:
There is no/less-competitors in the market, so there is many opportunities to develop
market share. The only competitor in the market with this product line is Zenith, but we have
more wide range of products. Zenith is providing the raw meat but not the wide range of ready
to cook products. So, we have ample opportunities to grow the market share and to grab the
meat market.

Organizational Plan
Mission:
We work to provide “A Complete Range of Taste & Health”.

Retailing export quality beef and mutton, BMC is the first of its kind in the meat shop space. The
meat is supplied by our own abattoir located in Khanewal, which is currently for beef and mutton.

The meat processing plant meets highest international standards and is certified by the health
and food import departments of the world. The free range, lean raw meat and ready to cook
products that BMC offers you every day is, as natural and wholesome as you can possibly
imagine.
 Business Model:

CEO

BOD BOA

MIDDLE
MANAGEMENT

FIRST LINE
MANAGER

SWOT Analysis:
1. Strengths

 Latest Technology

 Quality check at every step

 Effective HR resources

 Cheap labor

2. Weaknesses

 New in the business

 Problem of finances

 No distribution channel yet

3. Opportunities

 Less competition

 Wide product line

 Quality assurance to the customers

 Affordable Prices

4. Threats

 No market share

 Threat of competitor

 Credibility to produce

Product Line
We are launching two main product categories beef and mutton with two convenient ranges of
products.

 Raw Meat
o Beef

o Mutton

 Instant/Ready to Cook Meat Products

Different variety of Kofta, Steaks, Shami Kabab, BBQ etc.

Butchery Products Prices

Beef
Name of Products Prices
1. Mince 365

2. Back Chop 335

3. Mixed Boti 335
 4. Boneless Cubes 365
5. Pasanda 365
6. Nihari Cut 380
7. Breast 335
8. Boneless Shoulder Roast 365
9. Chuck Fillet 580
10. Tenderloin 580

Mutton
Name of Products Prices
1. Whole Mutton Carcass 495
2. Neck (Qorma Cut) 495
3. Shoulder (Karahi & Handi Cut) 505
4. Front Chop 505
5. Leg (Boti Cut) 525
6. Back Chop 495
7. Breast (Biryani & Pulao Cut) 485

Mutton
Name of Products Prices
1. Whole Mutton Carcass 495
2. Neck (Qorma Cut) 495
3. Shoulder (Karahi & Handi Cut) 505
4. Front Chop 505
5. Leg (Boti Cut) 525
6. Back Chop 495
7. Breast (Biryani & Pulao Cut) 485
8. Mince 545
 Nutrient Count Table
Nutrient content (raw)
Nutrient Adult Animal RDI
(per 100g)
Other Lean BMC Beef
Beef

Macronutrients
Energy (kJ) 535 1083 6.5-15.8MJ

Protein (g) 22.5 23.44 46-64

Fat (g) 4.1 3.22 -

Saturated fat (g) 1.6 -

Long chain omega- 68 90-160

3s (mg)
Vitamins

Vitamin B2- 0.15 0.35 1.1-1.6

Riboflavin (mg)
Vitamin B3- Niacin (mg) 4.4 3.12 14-16

Vitamin B6 (mg) 0.2 0.15 1.3-1.7

Vitamin B12 (μg) 1.1 1.1 2.4

Minerals
Sodium (mg) 51 78.64 460-920

Potassium (mg) 360 411.38 2800-3800

Iron (mg) 1.9 3.82 8-18

Zinc (mg) 3.9 6.71 8-14

 Location
Head Office: C 1, Gulberg III, Lahore.

Plant: Multan Road, Khanewal.

Farm: Near Multan Road, Khanewal.

Management
Designation Name Contact
CEO M.Faraz Sohail 0345-1234567

Director Finance M.Ahmed Mahmood 0313-2154874

Director Marketing Adeel Akram 0300-8796587

Director HR Sana irshad 0300-8521478

CRO Irfan Kareem 0334-8785412

Personnel
Positions Strength Qualification Experience
CEO 1 Masters 10yrs
BoD 4 Masters 8yrs
Reg. Head 5 Masters 5yrs
Dept. Head 10 Masters 5yrs
First Line Managers 50 Bachelors 2yrs
Workers 500 Metric 3yrs (Min)
Total Work Force 570

Marketing Plan
Overview of Marketing Strategy:
 To aware our customers about the quality product, Healthy food, & low cost of
product.
 We will participate in different events either through our stalls, exhibitions or any
other way possible.
 To determine the needs, wants and interests of customers and to satisfy them.
 To create an interest towards red meat.

Market Analysis:
We have analyzed through our survey that most of people want to have a variety of red
meat with healthy products which can satisfy their taste and we assure them with our products.

Market Opportunity:
There is no/less competitor in the market for this product line. So the company wants to
be market leader, by providing customer delighting services and health assuring products.

Target Market
Initially our target market is urban area of the country. Then we will go on the larger
scale at country base, and final destination for us to make worth in the international market,
which includes regions like UAE, USA and Europe.

Competition
We have not strong competition in the market as Zenith is in the market but our
product line is very wide. Zenith is providing the raw meat but not the wide range of ready to
cook products. So, to grow the market share there are ample opportunities to grab the market.

Market Trend
As there is a large number of customers who want to have a range of taste and variety
in the market, that’s why there is much potential in the meat industry to grow. So BMC is on
the move to explore this market and opportunity.

Sales and Distribution

Method of sales and distribution:
 Shopping Malls & Super Markets
 Electronic and print media
 Packaging
Wrap in sheet and inbox with hard paper trays. We are doing such arrangements
to ensure the quality of our product.
 Pricing Policy
First we will use market skimming strategy quality product to attract the
customers.

Strategic Relationship:
 BMC Retail stores
 Shezan Outlets
 Logistics (our own)

Sales Strategy
Direct sales and Buzz marketing
BMC is going to use first, the buzz marketing strategy to create its unique position in the
customers’ mind, after this the distribution of the product will be by direct sales, like:
 BMC Outlets
 Retail Stores
 Super Markets (Makro, Metro etc.)

Promotions
 Samples

We will give free samples to our target market to taste and to take their feedback.
So the quality and taste could be maintained.

 Stalls at Exhibitions
At different big exhibitions the stalls of BMC will be placed to get the customers’
experience and to aware them about the product.

 Events
We will sponsor different events in parks and in community centers at city levels.

 Cooking shows
Sponsoring different shows on cooking TV channels like Masala TV, Zauq TV and
Zaiqa TV.

Public Relations
BMC is going to make Public Relations by the following methods:

 Sponsoring Events
We will sponsor different events in parks and in community centers at city levels.

 Advertising and Sponsoring Cooking shows

 Different shows on cooking TV channels like Masala TV, Zauq TV and Zaiqa TV.

 Press Releases
We will use print media like News Papers, Cooking Magazines and digests, we will
also use Pamphlets to aware the customers and to create customers value.

Customer Services:

“BUS NIKALO AUR JALDI SAY BANALO - - - - - -“

“IT’S NOT READY TO COOK ITS READY TO PRESENT “

We are providing the following services to the customers to achieve the excellence:

 Taste and Health assuring quality products

 Wide variety cuts of fresh meat

Customer Services:

“BUS NIKALO AUR JALDI SAY BANALO - - - - - -“

“IT’S NOT READY TO COOK ITS READY TO PRESENT “

We are providing the following services to the customers to achieve the excellence:
 Taste and Health assuring quality products
 Wide variety cuts of fresh meat
 Ready to cook packaged products
 Financial Projections
Capital Requirements:
The capital requirement of the company is estimated up to Rs.1 billion.
Owners’ Equity: The Company holds 60% share of capital from its owners.
Debt acquired: 40% borrowed from other financial institutions.

Cost of Project
Land & Building 2,500,000
Plant & Machine 40,000,000
Head Office Cost 20,000,000
Inventory Cost 8,000,000

Projection of Balance Sheet (2011)

Assets Liabilities Net Worth of the company

55,000,000 20,000,000 60,000,000

Projection balance sheet (2012)

Assets Liabilities Net worth of the company

65,000,000 17,500,000 67,500,000

Accounting & Legal:
We will use the combination of GAAP and IAS for recording and maintaining our
accounting records.

Audit Of Accounts:
Iqbal Haider Chartered Accountants & Co. will be the auditors of our company.

Insurance:
We have contract with “New Jubilee Insurance” Co. (NJI) for all insurance needs and
requirements.

Break Even Analysis

We are expecting our sales to be extra ordinary for next 5-8 years after this, there can be
a threat of break even where profit margin is very nominal. So, at that point we will try to expand
our business at international level to cope up with this threat.
NOTE: There are many things which are the parts of the financial documents but as we are new
entrants in the market that’s why we are not including those information such as Balance Sheet,
P&L statement and financial statement analysis etc.