BIG BIRD

Case Study

Course: Strategic Management

Submitted To

Prof. Salman
Piracha

Submitted By

Naqash Arif
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Usman
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Muhammad Fiaz
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Case Study: Big Bird

Mr. Abdul Basit come up with an idea to have some business venture, along with the
Chairman Dr. Muhammad Mustafa Kamal, who is a Veterinarian and Nutritionist. The project
started its operations from a small breeder farm and it established the foundation of Big Birds
future in the poultry business. This team of professional owners managed this project with great
passion along with unity, trust and hard work to convert their vision into reality as one of the
leading unified poultry business. Big Bird Group now have six constituent companies,

Big
bird group have
2600
employees, business turnover of around Rs. 8.5 Billion (2015), and many operational facilities
across the Pakistan. Companys objective is to serve nation and poultry sector through
continuous delivery of quality products and services like parent stock, day old broiler chicks,
poultry and stock feed, and diagnostic lab services. In the past 27 years, Big Bird Group has
appeared as one of the major source of poultry production in Pakistan. Now Big Bird has entered
in consumer market with their chicken processing plant which is established in 2011 and its
aiming to serve the consumers and customers with quality chicken meat in frozen and fresh
chilled form and value added chicken products. Company have a clear vision and mission
statements.
Vision
Enabling the people to live their lives healthy, people should eat chicken & it should be
Big Birds Chicken.
Mission
Big Bird ensures the consistent availability of traceable, hygienic, healthy & economical
chicken meat & processed chicken products to meet the requirements of our valued customers
and consumers through exercising the competitive edge of quality at our integrated poultry
production facilities. We strive for the wellbeing and sustainable growth of our valued customers,
great people, environment and the society.
Slogan
Eat well, Live well

Companys mission and vision statements was set by the top management which includes
Chairman, Managing Director, Directors and Management of the company, before the launching
of the product.
The Big Bird Food company, to achieve its vision and mission, set their Standard
operating procedures (SOPs) for every department and level of management, set goals for each
department, allocate resources to support the achievement of these goals. The company commute
its goals and objective clearly with their employees. Per the level of the employee the companys
mission
and vision
is
delivered
to the
employee

superviso line
officer
r
leader
Managme
nt

worker

in the orientation processes.

Figure 1 Hierarchy

As the companys management, officers and supervisor are the people who are responsible for
achieving the companys mission so the mission/ vision statement is only commuted to them in
clear words in the orientation process. But for the lower line (line leader, worker and helper)
those are on line job, the mission/vision statement is not commuted to them directly in words
instead it is achieved by making them follow the companys set SOPs for each task to ultimately
meet the companys object or mission.
All operations of the company are integrated with the companys missions. If we look at this
with respect to all different departments of the company. Targets and resources are allocated to
all managers of different departments and all must achieve this target by following the SOPs that
are set to attain the companys mission. Big birds main objective is to provide healthy chicken
product, so hygiene is their top priority in the production and delivery of the product.

Helper

To achieve this mission engineering department had to make sure that they are using such
machinery and technology that will produce hygienic product. Big bird is using state of the art
technology, their plant machinery is imported from Washington which is the most hygienic and
the biggest plant in Asia, to meets the companys object. Also the company has Air cooling
system to store chicken meat instead of water cooled system to insures that there is no blood in
the product, the weight of chicken doesnt increases and also the taste of the chicken does not
changes due to water as it is submerged in cold water in water cooling system.
Research and Development department along with Quality Assurance department set
quality standards and SOPs for the line leader, workers and helpers to maintain hygienic
environment and produce best quality hygienic product.
In the orientation of line leaders, workers and helpers, A Quality Assurance person
address them these set SOPs. A three-paged code of conduct document is also given to them in
Urdu, which they read. Company have three different hygiene stations at the entrance of different
production facility. Slaughter house have different hygiene station for their workers which
includes different type of gloves and overdress. Processing facility have its own hygiene station
and the supply chain facility where products are packed have different hygiene station. And
every line leader, worker and helper must pass through these stations every time they are entering
and existing the facility. Thats how they maintain the hygiene environment of the plant to
achieve their goal of most hygienic chicken products.
Big Bird foods, have strong integration with its mission and vision. Company consider
its mission and objective before any decisions and operations. Their R&D department is also
working on the new products but their priority is the hygiene of the product they even consider
the selection and level of spices they are going to use in the product because it should not harm
the stomach of the consumer as it will not go with their mission and their slogan EAT WELL,
LIVE WELL

SWOT analysis
Strengths

Big Bird is one of 6 constituent companies of Big bird group. A

complete chain.
(grandparent breeding, parent breeding, farms, Feed processing,
hatcheries, processed chicken products)
Air chilled plant vs water chiller plant.
State of the art technology Asias biggest chicken processing plant.

Weaknesses

Less Distribution through retail stores

Opportunities

They can start their own Fast food chain.

Threats

Intense competition by strong competitor like K&Ns

Weakness to strengths

The company should also distribute their products through retailers

and bakers.