Market – Oriented Strategic Planning For Sudanese Live Sheep and Sheep Meat Export Businesses in Saudi Arabia Markets

Abstract

The aim of strategic planning is to shape the firm’s or company's businesses and products so as to attain target profits and growth. Sudanese exports of live sheep and sheep meat to Saudi Arabia market had got limited studies in marketing strategies. In Saudi Arabia market, there is a large current and prospective market for live sheep as well as are several strategic business units (SBUs) of sheep meat. Sudan had a considerable share in live sheep imports and in only two of the strategic business units of sheep meat, but had also substantial problems.  The study used the Boston consulting group model to assess Sudan businesses in live sheep and sheep meat in Saudi Arabia market. In 1996 it was found that Sudan's businesses have been in dog cell, and in 2005 it was found that two of Sudan’s businesses have been in problem children cell and one of Sudan’s businesses have been in cash cow cell. Using the product market expansion grid, of Ansoff model, the researchers also found that Sudan can develop exports by adopting market penetration strategy and market and product development strategies.