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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.
Results of this research show that the weak value chain
mechanism that exists in Pakistan has hindered in meeting
international mango demand. Recommendations have been
made to improve the value chain mechanism that may
assist Pakistani producers and marketers to meet the
quality standards and play a more forceful role in the
mango market in the US and Europe.
Ziaul Haque Memon, Muhammad Kashif Memon. (2005) Supply Chain Analysis of Mango Fruit: Orchard to Processing & Export Markets Value Chain Management in Sindh Market, Journal of Independent Studies and Research-Management, Social Sciences and Economics, Volume-03, Issue-2.
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