ISSN: 1998 - 4162
JISR MSSE Journal Contents
Volume 3, Number 2, July 2005
Supply Chain Analysis of Mango Fruit: Orchard to Processing & Export Markets
Ziaul Haque Memon - SZABIST, Karachi-75600, Pakistan
Muhammad Kashif Memon - University of Waterloo, waterloo, Canada
Abstract
Mango is one of the most demanded fruits of the world. Its worldwide trading is increasing,
especially in the US and European markets who pay a high price but demand a better quality and
higher standards. While the Pakistani mango production is increasing, the export stands at a
negligible 4.5% and that too to the low paying markets of Gulf states specially Dubai. This paper
explores why Pakistani mangoes fail to be exported to high paying markets. The focus of this
research is the application of Michael Porter's Value Chain Model to analyze the value chain
mechanism from the production to end consumption of mangoes. Out of the five value chain
components, two components, Operations and Outbound logistics, have been analyzed through
quantitative research techniques and the rest through qualitative. Action research methodology
was adopted to develop this case study.
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