Case Study — Looking Beyond the Sea: Export Dilemma at MBM Pickle Manufacturers of Pakistan

Shikarpuri Pickles, a renowned brand in Pakistan, has maintained its legacy over the decades. With a rich history and a reputation for excellence in pickle manufacturing, this pickle product has gained popularity all over Pakistan. Set within the context of Pakistan’s food industry, particularly the pickle industry, this case study highlights the business expansion dilemma faced by the owners of MBM Pickle Manufacturers. Ambitious about the growth, but due to the limited knowledge of international markets and exporting processes, the protagonist is faced with the dilemma of what they should do for exporting business and which country to target. Students are assigned to formulate well-reasoned answers to the discussion questions based on the learning theory. Additionally, students will utilize the Uppsala model for international trade and the Cuyvers, (2004) filters for export destination selection.