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Market Expansion

Decent Essays

Al Ain Dairy: market expansion Melodena Stephens Balakrishnan Melodena Stephens Balakrishnan is an Associate Professor (Marketing) in the Faculty of Business and Management, University of Wollongong in Dubai, Dubai, United Arab Emirates. hashi Kumar Menon, the chief operating officer of Al Ain Dairy was at their launch of the new product Long Life Juice in Dubai on 16 July 2010. To a room full of media and interested stakeholders, he explained the company’s upcoming six month plan. Al Ain Diary was UAE’s largest dairy company by market share but now wanted to replicate their success in dairy in both the regional market and the fruit juice market. There were challenges: increasing production capabilities; product innovation …show more content…

The company values There are four basic values that guide the company leadership. The first is about people. The value states: Recognise that the recruitment of competent people and providing training is crucial to the future of the company. The success of Al Ain Dairy depends on the conduct, professionalism and responsible attitude of all employees and its leadership. Today the Board Executive Committee (BEC) comprises five professional key executives responsible for shaping the main strategic issues facing Al Ain Dairy. The BEC falls under the chairmanship of H.E. Mohammad Saif Al Suwaidi. The CEO of the company, Mr Abdullah Saif Al Darmaki reports to the BEC. The COO, Mr Shashi Kumar Menon reports to the CEO. In 2003, the BEC issued the directive No. 6 on empowerment, delegating full autonomy to heads of divisions in the management of respective units. Relationships between BEC and operational leadership were confined to review of strategic plans, budget review, and policies and procedures. The second value is about customer relationship. The value states: Recognise that without customers, Al Ain Dairy will not exist. Therefore, we must strive to offer consumers a wide variety of choice and high quality and safe products. According to Kingston Fernandez, the head of sales, the economic downturn affected sales with the company experiencing a 15 to 20 per cent drop in sales in the quarter litre and half

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