AVIAN SPECIALTIES (A): MORE THAN CHICKEN FEED

Author :

Albert Alos; Olufemi Bamiro

Pages :

16

Product Type :

Background note

Reference # :

BP-C-99-1-04

Teaching Note :

Institute:

Lagos Business School

Setting:

Nigeria. Poultry farming

Year:

1999

Keywords:

Summary/Abstract:

The newly completed hatchery was one major step towards achieving Gbenga’s goal of turning his company into a fully integrated poultry farm by the new millennium; but he kept wondering what his next step should be. The company’s three products were in three very different markets and getting the right product mix was crucial to the effective performance of the company. He wondered what strategy he would use for each product…or could it ever be possible to have one strategy that would work for all products? He was considering how to exploit his expertise in feed mix and in farm management to make Avian Specialties the most efficiently run farm in Nigeria.