Al Ain Dairy Marketing Strategy Report
Step 1: Synopsis/ Executive Summary
Purpose of case study: The case study is about Al Ain Dairy sales and marketing strategies. In the world food industry, Al Ain is among the leading companies. This case discusses the main challenges faced by Al Ain in planning and managing its sales.
Nature of the Company: Al Ain Dairy is a 30-year old enterprise in the camel and cow milk industry based in UAE. Its vision is to become a recognized and most preferred choice of dairy products by all UAE households by offering a variety of juice and milk products to customers at affordable prices. The mission is maintaining excellence in customer service, and sustaining its position in the dairy industry.
Case Issues and Findings:
The market demand has exceeded the product capacity of the company. The company has invested more money in attempts to improve its production security and maintain 100% production capacity. Potentially, the world market for cow and camel milk is approximately US$ 10 billion. New milking technologies have been found to strengthen milk production.
Key theories: Without customers, Al Ain will not exist. Key marketing strategy theories will be applied in analyzing this case. These are strategic and tactical planning, customer perceived values, customer relation management, and STP theories.
Step 2: Findings
Problems found in the Case
Difficulties in profit management: Fresh daily business is a difficult challenge given the fluctuating expiry levels due to climatic conditions, economic downturns, seasonal changes, and other market conditions. Strategic and tactical planning model is helpful in projecting future profits and performance of the company in consideration of all fluctuations in the industry.
Difficulties in inventory management: Under ultra-fresh business, stock management is difficult- since prices for raw materials keep on fluctuating due to forces of supply and demand and other seasonal changes.
