Supply Chain Analysis of Mango Fruit: Orchard to Processing & Export Markets Value Chain Management in Sindh Market

Abstract

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 nbeen 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.