Hambrick Limited is Zambia’s leading company in the processing and sale of Beef products. However, the company has observed that the demand for beef has been declining in the last three years from an average of 950,000kgs to 350 000kgs per annum. Its Marketing research section has attributed the decline in the demand for beef to two factors: First, there is a growing segment of the population that are not consuming beef for health reasons. Many Zambians are becoming increasingly wary of consuming beef because it is considered a risk for raising type 2 diabetes, coronary heart diseases and certain cancers. Second, there is a growing segment of consumers with limited disposable income. Affordability has become a major challenge for this segment of consumers.

REQUIRED

1. Discuss the essential considerations that the company may take to arrive at an appropriate competitive strategy.

2. Using Porter's five forces, determine the opportunity or threat facing the company.