Learning outcomes Case overview/synopsis This case study focuses on Ahmed, a second-generation date farmer in Khairpur, Pakistan, who navigated the challenges and opportunities in the local and global date markets. Despite Pakistan’s position as one of the world’s leading date producers, the country contributed less than 2% to global exports due to a lack of value addition, modern processing and branding. This case study explores strategies for overcoming these hurdles, such as investing in value-added products, obtaining organic certifications, enhancing infrastructure and diversifying into emerging markets like China and Russia. It serves as a practical platform for students to apply strategic models like SWOT analysis, Porter’s five forces and value chain analysis to real-world challenges in international trade and entrepreneurship. Complexity academic level This case study is suitable for undergraduate students. Supplementary material Teaching notes are available for educators only. Subject code CSS 11: Strategy.
Nabeela Arain (2025) studied this question.