Background

The purpose of this discussion is to beefing a family business, which is in the name of Medicine Hat Meat Traders, which started their business operations in the year 2006, and to provide recommendations which will help this family-owned business to compete in this competitive market place. Though they are performing pretty well, there might be any steps that the owner Greg Pahl may need to follow in terms of beef jerky sales from his meat shop.

Competition Analysis

In this context, it can be said that beef jerky is treated as one of the snack food and is quite famous in the region of the United States. But there are also other snacks that are present in this market and provide stiff competition to beef jerky. They are chips, popcorn, nuts and energy and nutrition bars. It has been seen in various researches that the households of America spent $25.81 on an average every year on snacks that are related with meat, and this is only behind the purchase of potato chips, which stands at $35.37, and way ahead from corn chips and popcorn. It has been also found that beef jerky is one of most consumed snacks in the year 2015, and this is mostly consumed in the region of Western United States and mostly by male consumers who are between 35 and 54 years of age. CongAgra Foods Inc., Frito-Lay Co., and Link Snacks are regarded as the most reputed snack organizations in the market of the United States.

Five Forces Analysis

Canada is regarded as one of the major importers of snacks items from the United States. Though the meat consumption has been declined from the year 2005 in this region, the consumption of salted meat snacks like what is offered from this beef jerky has increased by 18% between the year 2010 and 2015, as the people from Canada are looking for a healthier and convenient source of protein, which will also help them to remain fit. There is pressure from new entrants in this snacks market, as well as there is a high threat from the substitute products of this beef jerky. Rapid alterations in the snacks market has also allowed the business players to diversify their business. Both the bargaining power of suppliers and buyers are high in this market, as there are many options from whom this beef jerky can be bought apart from Medicine Hat Meat Traders, and lots of healthier options are also available in the snacks market. Rivalry among the existing competitors in beef market is also high, as there is an increased demand of beef jerky and other beef products among the consumers of Canada.

SWOT Analysis

The major strength that is possessed by the owner of Medicine Hat Meat Traders is the offering the beef jerky in 6 flavours, which are original, chipotle lime, teriyaki, black pepper, honey garlic and habanero hot. The owner is also planning to add 4 more flavours, apart from creation of Caesar sticks. Knowledge that is possessed by this family towards this beef industry is also an added advantage for them to compete in this market. But the weakness that hampers their flow and offerings is the financial stability, as it is a family owned business and upbringing and looking of cows and hogs, setting and looking after they meat shop along with the type of products that are prepared and offered by Medicine Hat Meat Traders are all run through the earnings by this family. The revenue is earned from the markets of the local farmers. The major opportunity is the increased demand of dried-meat soft beer jerky, which is one of the most famous snack food among the Canadian and the United States consumers. The threat or the challenge that is faced by the owners are bovine spongiform encephalopathy, which is regarded as a mad cow disease, along with meeting the ever-changing demands for nutritious, convenient, fresh and flavourful foods among the consumers, which has increased the investment by the owners.

Ethical Issues

The ethical issues included usage of the antibiotics through which the animals are treated frequently in order to prevent disease and speedy recovery. Government agencies and Health Advocacy Groups along with some of the consumers protested this n, as they said that over usage of these antibiotics will give rise to drug-resistant bacteria strains which will infect the people who will consume the meat. Disease outbreak will become another major issue, as it is mandatory to follow animal health and welfare issues.

Financial Analysis

It has been discussed that the revenue is earned from the markets of the local farmers, which is the main earning source of this family. There are 6 members in the family of Pahl, and it has been seen that there is a trend in Alberta to buy the items from the locality. The value of the farmers’ market quadrupled in between 2004 and 2016, thus creating an opportunity for Medicine Hat Meat Traders to earn more revenue and grow their business.

Growth Plan

Increase in demand as well as in the supply will help to grow the business of Medicine Hat Meat Traders. They can ship their products across the region of Canada along with exporting the beef jerkies to other regions of the world.

Recommendations

Promotional activities need to be made stronger, so that more people and wholesalers will be engaged with the overall meat snacks industry, along with increasing the number of production from 700 units per day, so that more revenue will be earned and the overall structure and operations can be improved.

Conclusion

Option 2 will be best idea that Pahl and his family need to concentrate, so that the production can be increased to 17,000 units per week apart from federal inspection will be gained if this option is followed in Medicine Hat Meat Traders. They will also be able to sale their products to other Canadian provinces, and a safe and secured life can be enjoyed by the future generation of Pahl family.