Saudi Poultry Market Entry: From Market Research to Right-to-Win Assessment
Owned an end-to-end market-entry assessment for one of the largest poultry companies in the Middle East.
Dhanraj Johari
Senior Analyst at Ken Research
From their time as
Senior Analyst
Ken Research • 2026
Overview
Dhanraj evaluated whether the company should enter the poultry-farm construction services market, assessing not only market attractiveness and growth potential, but also customer needs, competitive dynamics and the company's own ability to win.
The Story
Dhanraj evaluated whether the company should enter the poultry-farm construction services market, assessing not only market attractiveness and growth potential, but also customer needs, competitive dynamics and the company's own ability to win.
He led the primary research, designing surveys and conducting expert interviews to understand customer pain points, procurement priorities and expectations from a potential new entrant.
Given the low-frequency nature of the purchase, the research required carefully identifying the right respondents and understanding the factors that would influence future buying decisions.
The assessment became more complex when different parts of the client's management had conflicting views on whether to enter the market. Dhanraj therefore went beyond simply presenting the market findings, mapping the client's existing and latent capabilities against the identified market opportunity to assess whether the company had a credible right to win.
He consolidated the market evidence, customer insights and company-specific capabilities into a structured case that helped management evaluate the opportunity on its underlying merits.