Executive Summary The Smoke House is a new product initiative by Mackba Farms Limited. The company has started production on a very small scale and will begin expanded production in January 2012. The Smoke House product is frozen smoked chicken which the company self-retails to ensure maximum quality. The company intends to make the product available to the target market by using mobile retail units. The potential market for The Smoke House product is large as 87% of respondents to a survey said they like chicken and eat it at least once a week. This coupled with the population of Accra provides a very large market for the brand to profit from. The Smoke House’s competitors are other producers of smoked chicken, producers of frozen foods and restaurants as well as fresh food to be cooked which acts as a substitute. The Smoke House plans to out-compete its competitors by making its convenience in the sense of availability and ease of preparation. The brand will also outcompete competitors by being known for quality and ensuring the freshness of its frozen product.
