Teaching Notes: Al Ain Dairy
Prepared by Dr. Melodena Stephens Balakrishnan
This case can be used to teach marketing strategy, retail management, branding, customer value, competitive analysis, and even international business strategy. A better understanding of the demographics and geography of UAE is required. The following websites are good places for students to get on overall understanding of the context. Information on UAE and its Strategic Priorities xan be found at the following websites: http://www.uaeinteract.com/; http://www.ameinfo.com/; http://www.uae-embassy.org/business-trade/trade-export; information on logistics: read Basit, A. (2010), “UAE Top Logistics Hub in the Gulf”, Khaleej Times, dated 16 January, Available: http://www.khaleejtimes.com/DisplayArticle08.asp?xfile=data/business/2010/January/business_January326.xml§ion=business; see the World Bank – Logistics performance Index (LPI): http://web.worldbank.org/WBSITE/EXTERNAL/TOPICS/EXTTRANSPORT/EXTTLF/0,,contentMDK:21514122~menuPK:3875957~pagePK:210058~piPK:210062~theSitePK:515434,00.html These are some indicative questions available
Q1. Recommend new products for Al Ain Diary based on competitive analysis, consumer insights and emerging trends. There students can do a competitive analysis using websites enclosed. Alternatively they can look at hypermarket websites like Carrefour (http://carrefouruae.com/ ), Union Cooperative (http://www.ucs.ae/) and Lulu Hypermarkets (http://www.luluhypermarket.com/_index.php ). Students can do surveys and get some consumer insights on global emerging trends and help recommend new products based on migrating needs. Encourage students to focus on innovations that are not incremental. This is a good opportunity to teach brainstorming and how do you evaluate new product ideas. You can divide the class into teams and have teams present new product ideas and the class evaluate the feasibility, long-term and short-term impact of these new ideas on the...
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