Mikn Sea Foods: "Acquire Best From The Sea"

Company Profile MIKN Sea Foods 2018/2019
MIKN SEA FOODS

"Acquire best from the Sea"
1
MIKN Sea food is offering fresh

seafood item that includes Prawns,
Lobster, Fish, and Squid at mutually Current Market Position
acceptable rates MIKN Sea foods
focus is on product quality concept MIKN Sea food is a family oriented
that aims to offer best quality Aquatic business and it’s on growth stage. It
product at reasonable rates. Moreover, was founded by Jahanzaib Niazi and
MIKN Sea food’s commitment is to Shehrayar Khan Niazi, sons of
provide fresh and hygienic sea food. Muhammad Idrees Khan Niazi
(MIKN). Muhammad Idrees Khan
We believe: Niazi a well known personal at
Karachi Fish Harbor; came up with
“Healthy society leads to the idea of MIKN after his 35 years of
progressive society” serving in the same field. Muhammad
Idrees Khan Niazi currently has 6
trawler ships, after acquiring fresh
Mission Statement fish from Arabian Sea, the entire
Aquatic stock are auctioned. So,
The core activity of MIKN Sea foods therefore MIKN Seafoods collect
is deliver fresh and hygienic food on Seafood form Karachi Fish Harbor
mutually accepted rate. The business and deliver to customer at mutually
will also provide order for Catering acceptable market rate
but for that an individual must inform Currently, MIKN Seafoods is at
before so that we should arrange fresh growth stage. MIKN Seafoods
Aquatic product for you. MIKN already has 200+ Regular customers
Seafoods, never store Aquatic (B2B and B2C)
products because our Mission is to
provide fresh Sea food item that’s
why Storing or Freezing will not
Product
satisfy our aim. However, the MIKN Sea food is offering fresh
mission statement of MIKN Seafoods seafood item that includes Prawns,
is: Lobster, Fish, and Squid at mutually
acceptable rates MIKN Sea food
“Our mission is to deliver focus is on product quality concept
Fresh and Hygienic Sea that aims to offer best quality Aquatic
product at reasonable rates. Moreover,
food on affordable rates at MIKN Sea food’s commitment is to
your doorstep” provide fresh and hygienic sea food.
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We believe:
“Healthy society leads to
progressive society”
Prawns (Billi)
Lobster
3
4
5
Harbor beside national Bank

(Karachi Fish Harbor branch)
These products are available in many
places but at varied price and quality.  Mole # 51 “Haji Fazal”, West
MIKN Sea foods expertise will
Wharf, Dockyard, Karachi Fish
ensure only fresh aquatic product at
reasonable rates. However, MIKN Harbor beside national Bank
Sea foods also offer free delivery at
(Karachi Fish Harbor branch)
your doorstep. However, MIKN is
focused on social Entrepreneurial  Email:
skills that we also provide information
Miknseafoods@gmail.com
to the market that which product to
choose and which product are not Jahanzaib_niazi@yahoo.com
healthy. After working in this field it
 Facebook: Mikn Seafoods
was found that majority of customer
has information lack regarding sea https://www.facebook.com/MIK
food that’s why different competitors
NSeaFoods03323455017/
are making people fool and selling
Sea food item that is not fresh and  Jahanzaib Niazi (CEO)
price is not of that worth. Therefore,
Call/WhatsApp- 0332-
MIKN Sea food before conforming
order guides our customer so that they 3455017
should be mentally satisfied with our
 Shehrayar Khan Niazi
product.
Call/WhatsApp -0300-8211145
Place
MIKN Sea food is an online business
Price
that usually collects order online MIKN Sea food offers fresh Aquatic
through Facebook (MIKN product lower than the market rates.
SEAFOODS) or MIKN Sea food are first to set price
Call/WhatsApp (0332- in this field so, that’s why we have
advantage of selling sea food item at
3445017). However, we are also low price. However, we also come up
operating in Karachi Fish Harbor. with the strategy that if you find the
Address: lowest rate anywhere then share it
 Mole # 13, West Wharf, with us so and buy from us in that rate
Dockyard, Karachi Fish that you found BUT make sure there
are grading in sea food item that is A
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Grade, B Grade and C Grade

depends on freshness. MIKN Sea
foods allow customers to negotiate
that’s why we always say
“MIKN offers Sea food item

at mutually acceptable
market rates.”
Competitors use these strategies such
as discounts, specials, package deals
and moving old stock MIKN also
follow the same concept but we
skipped this part “Moving the old
stock out”
MIKN Sea foods never store

Aquatic product we work
only for customer order. If
there are no orders then all
the stock got auctioned and
different companies
(National/International) buy
all that stock on credit or
Cash.
Check competitors ‘prices and
policies to ensure MIKN Sea foods
has being realistic with your policies.
Free Delivery Minimum Order 3kg

For Karachi only.
For order online visit MIKN
Seafoods. For Order Call or
WhatsApp 0332-3455017
All Kind of Fish Available at lower
market rate (1-2 kg) delivery charges
applied maximum 200 (Karachi 3kg
and above- Free delivery
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NEGOTIABLE
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and long-term solution to the

problems in the Arabian Sea lies in
building a legitimate, societal
structure ashore. The rich Pakistani
fish-stock presents an obvious first
step to secure this transition. We
believe that it is essential to involve
every stakeholder with an interest in
stability and prosperity in the region if
our goal is to be achieved. What a fish
market can teach you about loving
Promotion your job and thrilling your customers.
MIKN Sea food is on Introductory Life is too precious for us just to be
and Growth phase so; there are no passing through. MIKN Sea foods
existing marketing activities in place. "Acquire best from the Sea". MIKN
MIKN only promote their product on is providing fresh seafood item
Social Sites such as Facebook and on (Prawns, Lobster, Fish, Squid) at
different platform. Brand awareness is wholesale rate. Feel free to contact if
in progress. Jahanzaib Niazi has you have any queries. Our focus is on
developed a logo, created brand name product concept which means our aim
and slogan for the business. MIKN is to provide the best quality
always focuses on excellence that’s fish/prawns/Lobster/Squid/ Shells at
why business cards and letter head is law market rate.
on manufacturing stage. However,
there is temporary letter head that
MIKN Sea foods ready to promote
the business and a website is
underway. Haji Fazal “Sea food
wholesale and auctioneer” and parent
brand Karachi Fish Harbor trawlers
(Muhammad Idrees Khan Niazi)
sponsored MIKN
We aim to build a commercial fishing

sector in the Arabian Sea and hereby
contribute to prevent Pakistani piracy
by creating new, legal and prosperous
ways of living in the coming months
and years. We believe that a medium
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No business can’t operate effectively

without good staff, each business has
different requirements depends on the
condition of the business. MIKN Sea
foods is on introductory and growth
stage so, there are few but
experienced staff working for the
progress of MIKN Seafoods. It’s a
family oriented business and people
who are involve in this business are
the founder so that’s why they are
involve with passion. In Karachi fish
harbor it’s a myth that you can’t
survive and check the quality of fish
better then BENGALI‘s. Therefore,
the person who select and find
Aquatic product for customer in
Bengali and he has almost 25 years in
this business. Moreover, the Founder
ha s 35 years of experience
furthermore, Entrepreneurial skill is
also important in this business with
education that’s why CEO has vast
knowledge in this field and he
graduated from one of the top most
Australian University and done
various diplomas in marketing,
Business and Entrepreneurship. For
delivery there are many delivery
riders that MIKN Sea foods
integrated such as (Bykea, Careem
and Food Panda)
Training, strong market image and
Experience is required for this
business; MIKN Sea food possesses
all these skills.
The priority areas for MIKN Sea
foods business includes:
People
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 Experienced professional in  Our partner sells all the stock

Sea food industry on best bid to
 Selling skills National/International
 Marketing skills companies.
 Communication skills  MIKN Sea foods and Partner
 Social Entrepreneurial skills receive commission on
 Customer/Public service auctioned Sea food.
Processes Physical Evidence

Order Received MIKN Sea food is on introductory
 If MIKN Sea foods received phase so, that’s why shirts are still in
order for the following date manufacturing phase. The color of T-
 In Karachi Fish Harbor, shirt is White with green logo on left
everyday Seafood auctioned Pocket. Our packaging also has the
except Friday. same logo printed on it. Packaging are
 MIKN Sea foods purchase of different style but has name printed
from its partner at lower rate on it
 Deliver the product to storage MIKN Sea foods came up in the
and cleaning area market white green and white color
 Wash and clean the Aquatic because of Founder’s patriotism and
Products. love for Pakistan. The green and
 Customize and pack the white color resemble as on Islamic
product as per customer Republic of Pakistan Flag.
demand
 Deliver the product to customer
 Receive cash or Credit.
 After purchase ask customer for
recommendation.
 After one week reconfirm
reviews.
No Order Received
 If MIKN Sea foods doesn’t
received any order.
 In Karachi Fish Harbor,
everyday Seafood auctioned
except Friday.
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Market overview
A wide variety of Sea food items are
available in the market place. There
are different types of Aquatic
ingredient that are found mostly in
Pakistan that has significant high
demand in Arab, Chinese and
European markets. The fishing
industry includes any industry or
activity concerned with taking,
culturing, processing, preserving,
storing, transporting, marketing or
selling fish or fish products.
According to FAO (Food and
Agriculture organization of United
Nation 2014), Fishing industry is
includes recreational, subsistence,
harvesting, processing and
commercial fishing and marketing
sectors. However it is also found that
directly or indirectly there are more
than 500 million people in developing
countries depends on fishing industry
(FAO 2009).
Fishing Industry in Pakistan has

significant contribution in National
economy with around 814km coastal
line. According to FDC (Fisheries
Development Commissioners) most
of the areas of Sindh and Baluchistan
are on Coastal line and half the
population on coastal line are linked
The Packaging for Sea food is transparent so with fish industry.
that Customer can see what they are actually Karachi Fish Harbor is the biggest
buying. However, for more physical evidence and oldest of its kind in Pakistan,
visit Facebook (MIKN Seafoods)
https://www.facebook.com/MIKNSeaFoods0332 being used by all types of fishing
3455017/ boats. Currently more than 4,000
fishing craft are based in it. At
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present, it can be assumed that the PESTLE Analysis

harbour caters for the needs of near 75
percent of the local fleet. According
to Shah (2018), there has been
significant increase of 27.94% to
198,420 tons fetching $451.026
million for national exchequer in
Fiscal year 2017-20118.
The major fish harbours of Pakistan
are:
 Karachi Fish Harbor handles
about 90% of fish and seafood
catch in Pakistan and 95% of
fish and seafood exports from
Pakistan.
 Karachi Fish Harbor is being
operated by Provincial
Government of Sindh.
 Korangi Fish Harbour is being
managed by Federal Ministry
of Ports & Shipping.
 Pasni Fish Harbour being
operated by Provincial
Government of Baluchistan.
 Gawadar Fish Harbour being
operated by Federal Ministry of
Communication.
However, there are more than 100+

companies operating in the market
that sell their product on only in
Pakistan but Overseas as well.
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SWOT Analysis
Strengths
MIKN Sea food is on Introductory
and Growth stage however, we have
number of strengths that includes:
 Experience and Professional
Staff
 Technical Expertise against
competitors
 Mutual Agreement between
MIKN and its stake holder
 MIKN owns their own
trawlers
 Financial resources
 Business is located within the
target market
 Ability to respond to the needs
of Market & Customers.
 Strong network for potential
clients, supplier and
tradesperson.
Weaknesses
Due to number of Competitors in this
market, nature of business that MIKN
follow has some weaknesses associate
with it that includes:
 MIKN comes to into operation
if they have order, Stock
availability period is slow
because we acquire best and
fresh from the Sea.
 No storage.
 Equipment need to be updated
 Online Business has trust
issue in Pakistan and overseas
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 Lack of Research and Assumptions

development facilities
It isn’t possible to accurately predict every
Opportunities possible threat and opportunity. However,
with careful research and consideration,
MIKN Sea foods can predict likely changes
There are ample opportunities for and prepare for their impact.
MIKN Sea foods in Karachi By listing certain assumptions in your plan,
(Pakistan), Experience staff can it will be easy to see when the plan needs
attract many customers through word updating.
of mouth and online. The Plan is based on following assumption
 Rapid growth in Aquatic  MIKN Sea foods focus on
product and its demand online sale of Seafood item.
 Rate remain fairly low and
 Partnership with the
steady
International Companies
 If customer believe that our
 Potential for future expansion
rates are high then we come
of the business into other areas
up with the strategy called
and /or franchising
“Match the Price”
 Poor and Unprofessional sales
 “Match the Price" means
strategic implication.
buy in the price that you find
 Experienced and Professional
somewhere else in the
Staff
allocated region.
 The Website is under
Threats construction However, Prices
usually updated because of
MIKN Sea food will need to be
fluctuation at Fisheries
aware of and try to overcome the
 Material other then Seafoods
following threats:
doesn’t change much.
 Poor reputation of the industry
 “Match the Price” apply for
in the areas if freshness and
the same grading of Seafood
quality
(A B C) Grade
 Customer Trust issues
 Daily Fluctuation in Price
 Possible government regulation Objectives/Reason for
against fishing industry. Business Entrance
 Competitors price war strategy
 Potential for economic Before entering in to the business the
downturns founder of MIKN was only focused
 Free delivery rides (trust issue) on his 6 trawler ships that usually
catch Aquatic product from the
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Arabian Sea and Sell all the stock to strategy (low price) moreover; MIKN
National/International firm’s agent. is directly link with the upstream so
The person who calls for Auction gets that’s why freshness is guaranteed and
commission on stock. the prices of the entire Aquatic
So, while working and researching the product were lower than the market.
market it was found that Retailers and However, MIKN creates “MATCH
other companies they buy stock from THE PRICE” strategy, means if
us and sell in very high price, customer find lower price in the
Secondly, it was also found that region with the same grading then
Customer B2C buyer doesn’t have Customer can buy the product at the
enough information regarding fish same price that they found. MIKN
therefore, these seller take advantage Seafoods is a social Entrepreneurial
of customers lack of information and business that’s why on social sites we
sell product that is of not that worth. also guides customer and try to give
Even they gave wrong name such as information to our actual and potential
Sonaf Fish (200to 300/Kg-Wholesale customer that what to choose and
rate) in the market is selling as White what to avoid. Therefore, MIKN
Pomfret (3-pieces per Kg-1200/Kg- Seafoods also constantly research;
Whole sale rate) and customer has no how to serve the society well through
information regarding this. Thirdly, their expertise. Our marketing
it’s very difficult for customers to find objectives are not only based on
out whether the product is fresh or understanding our strength and
not, because A-B-C Grade price weaknesses of this business but also
varies and Agents buy B or C Grade try to create a healthy and sustainable
product from us and sell as A Grade society. Marketing objectives don’t
with high price. According the just involve trying to make more
Pakistan and Islamic Law it is illegal sales. Our objective is to create brand
to misguide customers. awareness, Product awareness,
developing interest, motivating people
MIKN Seafoods to trial your business or getting clients
return to us. MIKN Seafoods doesn’t
The founder then realizes to enter into base on assumption we conduct deep
the business and there were lots of SMART research associated with our
strength associated with MIKN Brand and Product so that our word of
Seafoods. Competitors of MIKN mouth act according to the actual
Seafoods are their actual buyer that’s performance. MIKN Seafoods focus
why it was difficult for them to is to create transparency with
compete. MIKN Seafoods enter in to Stakeholder
the market with Price Penetration
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auspicious conclusion for global food

“ALLAH doesn’t production analysis aural the (SRES)
guide he who is special report on Emission Scenarios
of (IPCC) Intel government panel on
Liar and climate change, if affiliated to the
food trade system that in the next
disbeliever (Quran century world will be able to feed
itself. However, there were some
39:3)” limitation attached to this finding was
that the model that demonstrated the
findings was base on developed
nations, these countries usually
benefit themselves mostly from
Climatic changes as time passes
agricultural countries will also rely on
their terrestrial food crops (Parry et al.
2004 cited in, De Silva and Sotto
2009, p. 155). Perhaps, marine culture
and industry usually have different
and better outcome in relation to its
contribution to Societies future need
for food. The attempt to catching fish
is termed as Fishing. It is expected
MIKN Sea Foods: that aqua culture have overtaken
fisheries and as key food producer of
fish. According to United Nation’s
Aquatic ingredients and (FAO) Food and Agriculture
Organization, the total Seafood
its benefits production in 2011 was around 36
McMichael’s 2001 study (cited in De million tones. The growth is
Silva and Sotto 2009, p.155) found significant because nowadays, there
that it has been observed that by 2050, has been a trend in much of
there will be significantly increase in developing Asian countries that is the
population, resulting in increase in growth is small farm aquaculture and
global requirement for food. they have also commercialize the
Therefore, representative all over the industry. Moreover, 90% of global
need to come up with a backup plan production is being contributed from
of fresh and hygienic food that world Asian out of which in 2004, 47.5
be benefited for society. An million tones of sea food were
produced by China (Lehane, 2013).
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Nutritional benefits of Aqua that can be alternate to human food

chain via supplements. Figure 1
culture illustrates that EPA and DHA has
numerous health benefits to human.
The oceans accommodate around Scientific regularities and doctors
80% of earth biomass and the abeyant generally recommend 250-500mg of
for nutrition’s, therapeutic and EPA and DHA per day to prevent
anatomic capacities are endless. chronic diseases, this amount is daily
Aquatic product nowadays are used in minimum intake to ensure the
a wide range intended for human and reducing risk of fatal cardiac events
animal consumption, aliment (Mozaffarian, cited in IFFO)
processing and also as an alternative EPA and DHA are beneficial for
purposes such as cosmetics. Fish oil infants/babies, especially for the
and meal were commonly considered brain, eyes and nervous system.
to be one of the important essences Moreover is essential important for
acquired from fish destined. Aquatic pregnant women as well. It’s also
product processing generates all— critical important for fatal
inclusive amounts of by products such development and important for the
as fins, frames, heads, skin, shells and gestation timings and birth weight.
viscera which can be utilized as The fatty acids are keys to foetal
valuable and admired products. In development of brain and could
order to maintain clean environment prevent the treatment of Pre and
the byproduct utilization is essential postpartum Depression (Greenberg et
because waste is minimize through al. 2008).
this process and it also increase
efficiency through value addition  Krill
(IFFO)
The name Krill comes from
 Fish and Human Norwegian word Krill, meaning small
fry of fish which is also attributes as
Nowadays, fish oil has greater species of fish. Krill are small
importance for Human. Fish Oil is a Crustaceans. Innovations and
major source of Omega 3 fatty acids improved harvesting technology is
Docosahexaenoic (DHA) and aquatic product derived from Krill has
Eicosapentaenoic (EPA). These tremendous increment in the market
products also has greater of Krill Products. Krill oil is oil from
reorganization world-wide. The major tiny small shrimp like fish. Antarctic
importance of Fish oil is that its Krill are also known as Euphausia
inedible, it’s because of EPA and Superba. Krill are usually found in the
DHA contained i these sea product oceans of Canada, Antarctica and
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Japan. Krill primary serve as a food benefits, anti-inflammations,

source for other animals such as joints benefits, vascular
Whales, Penguins, Squid, Fish and benefits, muscle benefits
Seal. Pharmaceuticals and health  Gives radiant complexion and
foods companies are usually increase skin moisture level
interested in range of product derived that’s keeps skin fresh and
from Krill. Krill usually feeds on wrinkle free.
Plankton close to the bottom of the  Improves mental alertness,
food chain; therefore they are free mental focus and memory
from any accumulation of
contaminants such as heavy metals The recommended daily intakes are:
that are found in many fish.  For cardiovascular benefits
Krill is a rich source of Phospholipids 1000mg to 1500mg (2-3
and Phospholipids bound Omega fatty capsules)
acids: EPA and DHA. Krill oil also
contains Astaxanthin “powerful  Fish Meat
natural antioxidant” often called king
of carotenoids. It’s reddish in color In today’s world, raw meat has greater
also found in Salmon and Lobster as importance in the market. Demand for
well. Astaxanthin has powerful UV- Meat is high if it’s fresh. However,
blocking that protect from sun related fish meat is considered as one of the
damage. It also helps to improve skin healthiest food on this planet Earth
sensitivity, smoothness and elasticity because fish is loaded with rich
and in reducing wrinkles. Moreover, it nutrients such as Vitamin D and
also supports hearth health. According proteins. Firstly, as it was mentioned
to Dr. Goodman (2015), the benefits fish is the rich source of Omega-3
of Krill oil are as follows which is beneficial for major
important human organs. Nutrient
 Krill support Cardiovascular within fish varies depend on how
health much fatty acid they contain. Fatty
 Krill oil is a phospholipids fish includes fish (Trout, Salmon,
bound omega-3 product, that is Sardines, Mackerel and tuna) are
properly absorber in targe considered as rich nutrients Fish.
organs “heart, lungs brain etc” Moreover, fatty fish includes fat
and blood soluble Vitamin D, a nutrient that
 Omega 3 helps to prevent blood every second person has deficiency. It
cloths that cause heart strokes also works as Hormone steroids for
 Krill also have benefits to other the body. Secondly, fish can improve
human health functions that cardio vascular health. Figure-2,
includes: heart health, liver illustrates that from 2000 to 2016 a
19
survey found that Ischaemic Heart Foundation (Narcolepsy Network)

diseases and stoke are major cause of found that Sleep disorder causes
premature death (World Health Narcolepsy. Narcolepsy is chronic
Organization, 2018). Moreover, brain disorder that incapable to
Buscemi et al. (2014, p. 6), regulate normal sleeping cycle. It
observational study found that there is leads to tiredness, wake up late night
a lower risk of Cardio vascular health and fall asleep uncontrollably.
for people who regularly consume However, these things really affect
fish. Thirdly, Fish meat also prevents person’s life emotionally and
Asthama in Children. Unfortunately, physically as well (Poladian, 2012).
there has been a significant increase According to the research it was
in Asthama patients all over the found that sleep disorder causes due
world. A 2012 study interlinked the to Vitamin D and fatty fish (Salmon)
relation between higher Omega-3 are enriched with Vitamin D and
intake reduces Asthama in adults (Egg other essential nutrients.
Nutrition council, 2014), another Furthermore, fish meat is delicious
study suggest that regularly fish and prepare easily. As world become
consumption results in 16% lower the Fast, people have doesn’t have time to
risk of Asthama in Children(Yang prepare food for themselves that’s
2013, p.1). Fourthly, Macular why there has been significant
degeneration: Cause of vision increase in the consumption of
impairment and blindness that affect Unhealthy easy to cook food.
older individuals, there are evidence Therefore, in developed countries
that Omega 3 fatty acid and fish helps people usually prefer Fish as it’s
to prevent from this disease. A study delicious, easy to cook and hygienic
found that regular consumption of 1 too. If possible wild caught fish is far
fish per week lower the risk of more better the farmed fish because
macular degeneration in women up to wild fish has more Omega-3s the
42% (Christen et al. 2011, p.5) farmed fish and its health too because
another study found that fatty fish per it’s less likely to be contaminated
week reduce 53% risk of wet with harmful stagnant pollutants
“neovascular macular generation
(Augood et al. 2008, p.403). Lastly,  Fish and its benefits to
Fish meat reduces depression and Human health
improves sleep quality. All over the
world because of many economical Regular fish consumption (1-3) per
issues, sleep disorder have become week reduces chances of various
common, half the world now realize disorder and diseases. Fresh fatty fish
that how important sleep is for human are beneficial for Human health and
body. The Study from National Sleep major human organs in many ways.
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 Diabetes: Weekly  Inflammatory body

consumption of fish manages condition: Reduces changes
to maintain blood sugar level. of symptoms of psoriasis,
The National Health Service rheumatoid arthritis and
(NHS) advises that an autoimmune diseases, if fish
individual must at least consumption is routine of an
consume 2 portions of fish a individual.
week and out of which one
portion should be being fatty  Fish Skin
fish oil. Whereas portion is
deemed to have 140gm or Fish Skin is also beneficial for human
cooked fish (Global diabetes body because it contains gelatin and
community). Scientist have collagen that can be used in cosmetic,
hypothesized that fish food and biomedical industries. A
consumption reduces the risk sardine is probably considered as the
of type 2 diabetes safest fish skin to eat, as it also
contains Omega 3 fatty acid. Aquatic
 Prematurity: Chances of environment is getting polluted so,
delivering premature baby therefore skin of large fish also gets
reduces if pregnant women affected. However, sardine is small
consume fish but as per and mostly vegetarian with fewer
figure-4, there are few fish contaminants (Weil 2011). As per
that a pregnant and research conducted by Mayo Clinic,
breastfeeding women needs to Salmon skin contains Omega 3 fatty
avoid that include Shark, acid reduces triglyceride level and
Merlin, Sword fish and big lowers the risk of cardiovascular
eye tuna as these fish contain diseases. Traditionally, Pig and
mercury which is risky for human tissue were used for burn
pregnant women. patients, which transfer collagen and
healing proteins to the victim’s skin.
Due to shortage of in Fortaleza,
 Brain and Eyesight: Brazilian doctors are experimenting
Breastfeeding babies usually through Tilapia fish Skin. In few
have better eyesight, as cases, till the patients skin start
breastfeeding women if scaring till the Sterilized Tilapia skin
consume fish so, Omega 3 is left on the body and in extreme case
fatty acid is transmitted in it frequently change as well (Ramsey
through breastfeed. Fish is 2017). Furthermore, Collagen is also
also good for brain tissues used in manufacturing of Musical
and retina. string and Gelatin derived from
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collagen as its gelling agent which

also has biological activities such as  Health Risky Fish
antihypertensive and antioxidant
agent (Ghaly 2013, p. 113) Fish is essential for human body and
is enrich with Vitamin, proteins and
 Fish Bones nutrients. It doesn’t mean that all fish
are beneficial for human being.
Fish Bones are goods source of Figure-3, illustrates that there are
Gelatin and Collagen as its rich many fish in an aquatic environment
source of Phosphorous and Calcium that contains higher level of mercury
that can be used in Supplement, food that includes Sharks, swordfish and
and feed. Calcium Phosphate marlin. The level of mercury these
(Hydroxyapatite) present in fish bones fish contain is not enough but still
used for rapid bone repair, surgery NHS recommends pregnant women
and major trauma surgeries (Kim and breastfeeding women not to eat it
2006, p.386) (Olney 2017). Excess mercury affects
the nervous system that causes cardio
 Crustacean Shell/ vascular health problems, muscles and
Shellfish ad by product joint pain, delay in child first walk.
However, as due to Global warming
The Shells of Shrimps, Crabs, and pollution even Aquatic culture is
Prawns, Lobster are essential category also affected due to this so, therefore,
of by product generated by marine bio Aquatic environment from the bottom
processing plant. A research is also getting polluted. Species such
conducted from Glyndwr University as Cat fish, may ingest more pollutant
in Wales believes that Chitin, found in because this fish is consider as bottom
shells can be extracted and used feeder species
instead of synthetic polymers to make
home remedies and also can be used
as a shampoo. However, Polymer is Ansoff’s Matrix
added to range of industrial
formulations (such as cosmetics) that Ansoff’s matrix is a useful tool for
increase the shelf life and control the identifying companies marketing
viscosity. Furthermore, the study by objectives Ansoff identified four
Wyss institute at Harvard University possible courses of action for the
Scientist found that Chitosan found in business:
Shells can serve as a viable bio-plastic 1) Sell existing products to
that can be used instead of existing markets (safest
conventional plastic for commercial option)
use (Mcdougall 2015)
22
2) Extend existing products to Demographic Segmentation divides

new markets the market into segments based on
3) Develop new products for variables such as age, life-cycle stage,
existing markets gender, income, occupation,
4) Develop new products for education, religion, ethnicity, and
new markets (most risky generation.
option)
 Age- Sea food contains Rich
MIKN Sea foods marketing objective Omega protein (All age
is to extend its geographic location to groups)
target other areas of Pakistan. At the  Gender- All
moment MIKN is operating in  Income: Lower middle,
Karachi. Upper Middle and High
 Family Size and Cycle- All
Market Segmentation size and cycle
Geographic Segmentation divides

the market into different geographical
units such as nations, regions, states,
counties, cities, or neighborhoods.
 Country & Size- Pakistan
881,913 km2 (World Atlas
2018)
 Urban/Sub urban- Both
 State & Size- Sindh- Density
Population340/km2 (880/sq
mi) (Census 2017)
 Market density-Karachi
2
3,780 km (1,460 sq mi) Psychographic Segmentation means
(Censes 2017) to divide market into different
 Climate- Moderate Climate segments based on social class,
 Terrain- Online Business lifestyle, or personality
(Facebook- MIKN Seafoods) characteristics.
& Address “Mole # 13, West
Wharf, Dockyard, Karachi  Personality Attributes- health
Fish Harbor beside national conscious
Bank (Karachi Fish Harbor  Motives- According to
branch)” various research Red Meat
and Chicken Meat causes
23
cancer so therefore, in order

to live a healthy life Sea food
is necessary because it
contains rich Omega-3 that Differentiation
is beneficial for Human
Body and all Major organs  MIKN Sea food is providing
fresh seafood item (Prawns,
Behavioral Segmentation divides a Lobster, Fish, Squid) at
market into segments based on mutually accepted rate
consumer knowledge, attitudes, uses  Low Price
of a product, or responses to a  Social Entrepreneurial Business
product.  MIKN provide relevant
information that customer is
 Volume Usage- As per unaware of
customer order  Free Home Delivery
 End use- B2B & B2C (Caters  Philanthropic Belief: Healthy
etc) society leads to progressive
 Benefit Expectation-Fresh sea society"
food contain Rich fatty Acid  Feel free to contact if you have
that is beneficial for any queries. “03323455017”
Pregnant Women, Adult,  Focus is to follow the principle
Teenagers, Aged person of product quality concept
 Brand Loyalty- 200+ Loyal
Customers. Positioning statement
 Price Sensitivity- Mutual
Accepted Price (Lower MIKN Seafoods Mission statement is
than the market rate) its Positioning Statement.
“To deliver Fresh and Hygienic

Seafood on affordable Price at
Target Market your doorstep”
“MIKN Seafood provides
Aquatic product to Health
conscious Karachites who want Branding strategy
to buy fresh and healthy sea MIKN Sea food is slowly extending
food at mutually accepted rates” their Brand awareness circle for their
name, logo, fishing industry and
informing our potential customers
24
about the importance of Aquatic

Ingredients. This will be done as part
of the overall marketing strategy for Pricing strategy
the next three to five year.
The Branding strategy includes MIKN Sea foods enter into the
ensuring that any marketing or market with Price Penetration
advertising materials, such as business strategy; even today the product that
cards, letterheads, Staff uniform, are is being offered to the market is low
created in accordance with MIKN priced. If customer find low price in
Sea foods corporate Identity style the same city with same freshness
guide that is a contrast of Green & level then MIKN comes up with Price
White color. However, MIKN will match strategy that is to sell the
also advertise through Social site, product on the price that customer
SMS, University Seminars, Door to found on various platform. MIKN
Door marketing as well. Seafood is on Introductory Phase so
we want to create trustworthy
MIKN Sea foods will present its relationship with actual and potential
image as transport, trustworthy and customers. Therefore, we are not
reliable corporate firm. focus on greater profit margin per
customer. According to the research,
Product strategy due to Recession/Inflation in under
develop & Developing countries
 MIKN Sea food offers Fresh society prefer to buy those brands that
Sea food item at reasonable are preferably low in Price. Therefore,
rates. after research MIKN came up with
 Free Home deliver (Karachi) the concept of low price strategy.
 Call us for queries/Order (0332-
3455017) Distribution strategy
 Customer Information research
programs MIKN Seafood distribution strategy
 Creates Trustworthy is:
relationship.  Above 3Kg (FREE
 Product class is always A DELIVERY) “Karachi”
Grade. (Guaranteed)  1-2 Kg (Rs. 200) “Rider
 Low graded products are also fees” Bykea, Careem or else
available (No guaranteed)  1-2 Kg (FREE
 Personalize service & Delivery DELIVERY), AREAS:
at your doorstep is our USP (Defence & Clifton)
25
create desire for your products and

services, inform customers and
Promotional strategy prompt customers to purchase from
Regardless of how good your business you.
is, if you don’t promote it and tell MIKN Sea foods already start
people you exist; it’s unlikely that you marketing their brand on Social Sites
will make many sales. Promotion is such as Facebook, What’s App, word
more than selling and advertising your of mouth. Initially, advertising is
business. It’s about attracting the right carried out through letter box/House
people to use and reuse your business. drops, SMS and direct mail campaign
Promotion techniques are broken into actual and potential customers in
four main categories: Defence and Clifton areas. Whereas,
• Public relations Rest of the areas in Karachi has been
• Advertising informed through word of mouth and
• Promotion by using Social media Platform.
• Packaging or personal selling.
Direct marketing is often added to the Direct marketing strategy
marketing mix despite being part of
advertising rather than marketing. A response is required for your
activities to be classed as direct
Public relations strategy marketing. Many forms of advertising
can be called direct marketing, but the
MIKN Sea food wants the reputation responses received need to be
of being sea food provider that is monitored to assess the value of the
trustworthy. strategy.
 Always create a transparent MIKN Sea foods will use a lot of
trustworthy relationship direct marketing to launch the
with our stakeholders. business and will:
 Provide information if there  Conduct a letter box drop of
are any queries flyers in the area to offer
 As per the recent market opening specials
changes MIKN will  Create a newsletter to go out
introduce separate public monthly to customers and
relation department in order interested people as a reminder
to deal with the stakeholders of the business and develop a
relationship by offering tips and
Advertising strategy information
Advertising is used to attract  Offer business card magnets to
customer’s attention and interest,
26
 Add a survey to the website

asking people to select which
topics most interest them
Sales promotion strategy

Sales promotion is a tactical move
where you persuade people to act in a
particular way that they otherwise
wouldn’t have acted.
The following activities can be
supported by a sales promotion
strategy:
 Staying competitive low

through discounts or added on Evaluation and control
benefits
 Attracting new customers MIKN Sea foods will review the
 Increasing the perceived need marketing plan every month to assess
for your product progress and alteration as the business
 “Mutually Accepted Rates” progresses. After six months, this may
 Free Delivery (Karachi) reduce to every six month if
marketing is under control and
Packaging strategy working effectively. The plan should
be regularly reviewed and evaluated
MIKN focus is on sustainable and so it can be adjusted as required.
clean environment that’s why we try Information collected during
to minimize the use of Plastic bags as evaluations can also be used in
it’s the major cause of pollution. planning future marketing strategies
However, MIKN had their own and objectives.
transparent Packaging with Logo,
slogan and name printed on it.
Moreover, Recycle logo is also there
Business growth and
in order to follow the principles of development
corporate social responsibility. For
customer ease their zip on the top. To grow and develop the business, we
The Weightage of product in bag is of need to optimize the use of business
1 Kg and 2 kg infrastructure, increase customers,
improve efficiencies through internal
specialization and continually
27
improve our products and services. used to monitor the effectiveness of

MIKN Seafoods will keep abreast of pricing and sales strategies.
fresh products. We will be in regular
contact with local and overseas
suppliers. Marketing techniques will
be monitored. Any techniques deemed
successful will be expanded and those
which are unsuccessful will be
abandoned. The proprietors are
especially conscious of the need to
continually monitor the financial
position of the business. Monthly
comparisons will be carried out
between actual sales, profitability and
cash flow, and their projections. The
cost of each job will be compared
with estimates to ensure that future
estimates remain accurate and
profitability is achieved. The business
will not be profitable in the first year.
However, projections indicate it will
be profitable in subsequent years.
Profits will be put back into the
business in order to aid growth and
development, with a focus on the
following areas:
 Expansion of production
facilities
 Expenditure on promotional
activities
 Reserving cash to pay for the
greater volume of materials labor
and subcontract work associated
with a higher level of business
activity
All unsuccessful quotations will be
analyzed. Prospective customers will
be asked to provide comment on why
they rejected the quotations, and
information gained this way will be
28
29
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AE, 2008, ‘Oily fish consumption, dietary docosahexaenoic acid and
eicosapentaenoic acid intakes, and associations with neovascular age-related
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pp.398-406
Buscemi, S, Nicolucci, A, Lucisano, G, Galvano, F, Grosso, G, Belmonte, S,
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Archive Way back Machine, viewed 17th November 2018,
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efault/files/DISTRICT_WISE_CENSUS_RESULTS_CENSUS_2017.pdf
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and Fish Intake and Incident Age-related Macular Degeneration in Women’,
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530 Rome, FAO, pp. 151-212
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processing wastes as potential source of proteins, amino acids and oils: A critical
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regular fish oil’, Fox News, 1st July, viewed 24th May 2018,
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supplement-trumps-regular-fish-oil.html
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food-security/
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Appendices
Figure-1 Health benefits links with daily intake of EPA and DHA
33
Source: Adapted from ‘What is so healthy about Seafood?’ Australian Government, Fisheries
Research and Development Corporation
Figure-2 Top ten causes of death (2016)
34
35
Source: Global Health estimates 2016: Death by cause, Age, Sex, by country and by region,
2000-2016, Geneva, World Health Organization; 2018
Figure-3 Health Beneficial/Risky Aquatic product
36
Source: FDA
37

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Company Profile MIKN Sea Foods 2018/2019

MIKN SEA FOODS

MIKN Sea food is offering fresh

Harbor beside national Bank

Grade, B Grade and C Grade

“MIKN offers Sea food item

MIKN Sea foods never store

Free Delivery Minimum Order 3kg

and long-term solution to the

We aim to build a commercial fishing

No business can’t operate effectively

 Experienced professional in  Our partner sells all the stock

Processes Physical Evidence

Fishing Industry in Pakistan has

present, it can be assumed that the PESTLE Analysis

However, there are more than 100+

 Lack of Research and Assumptions

auspicious conclusion for global food

Nutritional benefits of Aqua that can be alternate to human food

Japan. Krill primary serve as a food benefits, anti-inflammations,

survey found that Ischaemic Heart Foundation (Narcolepsy Network)

 Diabetes: Weekly  Inflammatory body

collagen as its gelling agent which

2) Extend existing products to Demographic Segmentation divides

Geographic Segmentation divides

cancer so therefore, in order

“To deliver Fresh and Hygienic

about the importance of Aquatic

create desire for your products and

 Add a survey to the website

Sales promotion strategy

 Staying competitive low

improve our products and services. used to monitor the effectiveness of

Egg Nutrition Council 2014, Position Statement for Healthcare Professionals

Figure-2 Top ten causes of death (2016)

Figure-3 Health Beneficial/Risky Aquatic product

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