Authors: Rana Muhammad Ayyub; Adeela Rana; Abdul Rahman Abdul Bagi; Abdul Aziz Al-Thomaly
Addresses: Hull University Business School (HUBS), University of Hull, East Yorkshire, Cottingham Road, HU6 7RX, UK ' University of Veterinary and Animal Sciences, Lahore, Pakistan ' Hull University Business School (HUBS), University of Hull, East Yorkshire, Cottingham Road, HU6 7RX, UK ' Hull University Business School (HUBS), University of Hull, East Yorkshire, Cottingham Road, HU6 7RX, UK
Abstract: There is around $580 billion (US dollar) global halal market. Being an Islamic country, Pakistani meat is predominantly perceived as halal. The present study has been designed to explore the future potential markets for Pakistani halal meat. There is no comprehensive study in this respect, and so the present study fills this gap. The study is based on secondary data collected from journal articles, government, United Nations Organization (UNO) reports and news/online articles. The data is organised across a wide range of aspects to be used in strategic market planning for emerging markets of five countries. It was found that the demand of halal meat is increasing day by day and Pakistan has unlimited market opportunities in non-conventional markets including western countries as well. It is also substantiated that Pakistan can enjoy increased earnings by penetrating these markets. The findings have implications for meat export organisations and governmental authorities to go for prudent approaches and selecting the right options. Only the secondary data is used. This is the first ever study for the Pakistani meat industry to pinpoint emerging halal markets other than conventional/existing markets.
Keywords: halal markets; Pakistan; halal meat exports; strategic market planning; strategic planning; future opportunities; Islam; emerging markets.
International Journal of Social Entrepreneurship and Innovation, 2013 Vol.2 No.1, pp.11 - 20
Received: 08 May 2021
Accepted: 12 May 2021
Published online: 21 Mar 2013 *