Midamar Corporation is a family-owned company
in Cedar Rapids, Iowa. The company was started
by Aosseys grandfather in 1915 and later when
Bill Aossey took over in 1974, he established
Midamar Corporation. The company since then
had carved out a growing niche for itself in the
world food industry: supplying food prepared
according to strict religious standards. The
company specialized in halal foods, which are
produced and processed according to Islamic law
for sale to Muslims
Why did it focus on one type of food?
According to owner-founder Bill Aossey , Its
a big world, and you can only specialize in so
many places. Although halal foods are not as
widely known as kosher foods (processed
according to Judaic law), their market is
growing along with Islam, the world fastest-
growing religion. Midamar purchases halal
certified meat from Midwestern companies
certified to conduct halal processing
Certification requires practising Muslims schooled
in halal processing to slaughter the livestock and
to oversee meat and poultry processing.
Aossey is a practising Muslim who did not
imagine such a vast market when he founded his
business in 1974. People thought it will be a
passing fad, remarked Aossey.
Of recent, Midamar celebrates its 40th year of
doing business in Southeast Asia at Food and
Hotel Asia inSingapore.
According to Aossey ,Midamars Halal brand offers
consumers over 200 premium quality food products.
Most recently the company has launched its premium
halal turkey line in the region. In addition it has also
re-launched the premier halal choice USA beef brand,
BSI in that region. The Midamar Turkey Deli Line is part
of the new line-up of healthy, sustainable, convenient
and delicious food products available in Southeast Asia
The Halal Garlic and Herb Turkey Deli Meat won
the 2013 Gulfood Award for Best New Frozen
and Chilled Food. In 2016, Midamar will be
featuring its full line of Chunk Turkey Deli
Meats. The line includes the award winning
Garlic and Herb, Black Forest, Hickory Smoked,
and Golden Browned Halal Turkey Breast.
From the outset, our mission was to provide premium
quality, Midwestern meat and poultry to Halal consumers
in the USA and around the world, while maintaining the
strictest Halal compliance standards. said Aossey. The
company has since grown to the point where it now
exports halal-certified beef, lamb, and poultry to hotels,
restaurants and distributors in 30 countries throughout
Asia, Africa, Europe and North America
Its customers include McDonalds, Pizza
Hut, and KFC. McDonalds for example
uses Midamars turkey strips as a bacon
alternative in a breakfast product in
Singapore.
Source: Midamar Corp
Question 1
Michael Porter (1985) identified three generic
business level strategies, namely, cost leadership,
differentiation, and focus strategies. Discuss which
business strategic fixed well in the case of Midamar
Corporation in order to remain sustainable. Justify
your answers.
[Total: 20 marks]
Question 2
The analysis of the industry environment is vital
for Midamar Corporation to identify its position
as premier company in halal food production.
Discuss the industry environmental factors
involved which are important for Midamar to
consider when formulating its strategies. Explain
why Midamar has to keep a close watch on those
factors.
[Total: 20 marks]
