Reasons for loss of Shan Foods’ Market Share in spice industry

Jun 18th, 2015
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Albany State University
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While analyzing the market share of spice industry of Pakistan, Shan realized downfall in their market share. Shan Foods (Pvt) Ltd, a Global Food Company from Pakistan, stands as one of the most reputed food company having powerful global brands in more than 50 countries, across 5 continents since 1981. In Pakistan it is a well developed brand with its high quality, exotic flavor, unique aroma and exquisite taste. The major competitor of Shan Foods is National Foods Limited.

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SHAN FOODS (Pvt) LtdWhile analyzing the market share of spice industry of Pakistan, Shan realized downfall in their market share. Shan Foods (Pvt) Ltd, a Global Food Company from Pakistan, stands as one of the most reputed food company having powerful global brands in more than 50 countries, across 5 continents since 1981. In Pakistan it is a well developed brand with its high quality, exotic flavor, unique aroma and exquisite taste. The major competitor of Shan Foods is National Foods Limited.Historically Shan had strong place in the market but when the company began selling whole new range of tasteful spices in the central Pakistan their market share declined.Shan has overall market share of 32% and their major competitor National has 68% of market share. Shan lost its overall share due to less demand in central Pakistan which consists of 56% of overall countrys population. In 2009-10 their market share was 32% in central Pakistan only but in 2010-11 it declined to 27% which reduced their overall market share. The exotic flavor and rich taste of Shan had a contribution in monetary losses and became a cause of wasted sales opportunities in central Pakistan, as it proved to be very piquant for the consumers in that region. PLAYER DISTRIBUTION - KEY CITY WISE Market ShareCITIES2008-092009-20102010-11ShanNationalShanNationalShanNationalFAISALABAD30%70%35%65%26%74%MULTAN15%85%18%8

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