Marketing Plan for Al Jazzira Poultry - Case Study Example

In the poultry sector, most producers will invest in more than one of these divisions and create a chain of products including meat chicken farms, mother chicken farms, hatchers, slaughter factories. The latest addition to this chain is the exclusive frozen chicken products factories. The main reason behind this is to control the production chain and be less affected by the external factors (suppliers) and to ensure quality. The performance of layers with respect to important productivity factors like egg production, feed conversion, and bird mortality also influence the profitability of the poultry farming business. Any poultry farming business enterprise should consider starting up the business in a location from different viewpoints like biological aspect which takes into account the needs of the poultry farming of a clean, dry, quiet, and comfortable place and business aspect that takes into account good transportation and communication facilities. With this background, this paper presents a detailed marketing plan for the poultry firm ‘Al Jazzira Poultry’ in the country of Jordan.
The production of poultry meat has become the largest facet of the popular industry in Jordan – reports the World Poultry Journal. The total investments in the industry were estimated at the US $ 430 million in the year 2003. The number of broiler farms has increased at a remarkable rate during the period from 1981 through the 2000s. There has been tremendous improvement in the production capacity of the firms that were engaged in the farming business. The increase in the production capacity was the result of more new business firms entering the business. There are a number of factors that influenced the people to enter into this business. Some important factors that contributed to the development of the poultry farming business in Jordan are:
 “The limited area of land needed to run poultry farms compared to other agricultural enterprises.
 Poultry businesses often require small amounts of water, a very important aspect in Jordan, being dependent mainly on rainfall and frequently encountering water supply problems.
 The short production cycles in poultry allowing a more frequent cash flow compared to other agricultural activities.”
Apart from the inherent advantages the support from the government also has helped the industry grow to great proportions.