SCHOOL YEAR 2012/2013
Al Ain Dairy: Market Expansion
FACULTY OF ECONOMICS UNIVERSITY OF LJUBLJANA
1. Recommend new products for Al Ain Diary based on competitive analysis, consumer insights and emerging trends. Al Ain Dairy is the UAE’s largest dairy company by market share with customers not only from the UAE market but also from Europe and other Asian countries. Besides the dairy market, in 2004 this successful company entered in the juice market having an expansion goal both to the regional market – MENA - and also on the juice one due to the shelf life (9 months) of this kind of product. This turns into a big advantage in terms of spreading their business into other regions since they “don’t have limitations on time” and so, “the whole world is a market” as defended by Shashi Kumar Menon, the Al Ain Dairy’s CEO. To make a competitive analysis I will use of the SWOT analysis, referring the Strengths and Weaknesses of Al Ain Dairy and the Opportunities and Threats of the external environment that this firm needs to take into account to create new successful products. |Strengths |Weaknesses | |Introduction of long-life juice: allows reaching to new markets|Insufficient production to meet local market: dairy needs to| |Social Responsibility and Sustainable Thinking: increases the |be imported | |firm’s reputation |Lack of their own source of fodder: higher costs | |Provide High quality and safe products | | |Wide Variety of products | | |Excellent in New...
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