KEY SUCCESS FACTORS
The key success factors in the Poultry Industry encompass the following:
Reliability: this key success factor pertains to delivering the right quality and quantity of chicks and chicken meat to customers at all order or purchase occasions
Convenience: this in terms of being in close proximity to the customers. Customers usually purchase from suppliers in close proximity to their business in order to cut down on transportation costs
Focusing on a niche markets rather than targeting the mass market
Employment of technology in raw material processing, production, marketing, distribution and back office support.
Responsiveness to disease outbreaks: one disease outbreak can eliminate all the birds used in meat production. It is therefore important to watch out for all disease outbreaks and exercise the necessary prevention and control measures
Quality and quantity: the nature of the business is such that it is a high volume, low profit margin model. About 60% of the costs are attributed to the feed requirements of the chicken. It therefore important to sell in large quantities in order to make a practical return. Quality in terms of taste and health benefits is another key success factor as most consumers are very particular about these.
Affordability: as the industry features many players, customers usually opt for the lowest price. Additionally, considering the fact that meat are generic products, it is important that the price is always right