Khartoum University Journal of
Management Studies

  • Abbreviation: Khartoum Univ. J. Manage. Stud.
  • Language: English
  • ISSN: 1585-8069
  • DOI: 10.5897/KUJMS
  • Start Year: 1994
  • Published Articles: 35

Market - Oriented Strategic Planning for Sudanese Live Sheep and Sheep Meat Export Business in Saudi Arabia Market

Ihsan Mohammed Ahmed Osman
  • Ihsan Mohammed Ahmed Osman
  • University of Juba
  • Google Scholar
Ahmed Hamza Khalifa
  • Ahmed Hamza Khalifa
  • University of Khartoum
  • Google Scholar

  •  Received: 01 November 2011
  •  Accepted: 15 December 2011
  •  Published: 31 December 2011


The aim of strategic planning is to shape the firms or company’s business and products so as to attain target and growth. Sudanese exports of live sheep and sheep meat to Saudi Arabia market had got limited studies in marketing strategies. In Saudi Arabia market, there is a large current and prospective market for live sheep as well as several strategic business units (SBUs)of sheep meat. Sudan had a considerable share in live sheep imports and in only two of the strategic business units of sheep meat, but had also substantial problems. The study used the Boston consulting group model to assess Sudan business in live sheep and sheep meat in Saudi Arabia market. In 1996 it was found that Sudan's business have been in dog cell , and in 2005 it was found that two of Sudan’s businesses have been in problem children cell and one of the Sudan's businesses have been in cash cow sell. Using the product market expansion grid of Ansoff model, the researchers also found that Sudan can develop exports by adopting market penetration strategy and market product development strategies.