Mahuku Poultry is a private limited company. The company produces and supplies eggs and chickens. Throughout its ten years of business, it has been regarded as a reliable supplier in Kwekwe where it is based. This has been made possible because of easy access to cheap raw materials such as chicken feeds and chicken vaccines. Land has also been abundant and relatively affordable in Kwekwe.
Recent changes in the market have compelled Mahuku Poultry to review its operations. These changes include soaring interest rates, entry of a new competitor and difficulty in accessing land and raw materials. Key amongst these is the entry of the new competitor, Universal Eggs, a major supplier of eggs and chickens to the market. The strength of Universal Eggs lies in subcontracting. Universal Eggs engaged most of the farmers in Kwekwe as its outgrower farmers. Each outgrower farmer gets advice and inputs in return for an undertaking to sell eggs and chickens to Universal Eggs only at a predetermined price. The move pushed up local prices of chicken feeds. However, due to bulk buying, Universal Eggs has been able to keep its operational costs relatively low.
In response to the activities and strategy taken by Universal Eggs, management of Mahuku Poultry conducted a survey and came up with the following data in the table.
Market Survey Findings
After careful analysis of changes in the market and market survey findings, Mahuku Poultry's operations manager has recommended that the company relocate to Harare. The Chief Executive Officer feels that there is need to take workers' views into consideration by consulting workers' representatives.