Analyze the case of Hisham Packaging, Dubai using strengths, weaknesses, opportunities, and threats (SWOT) analysis. Strategic management incartelized environment: case ofHisham Packaging, DubaiMohammed Laeequddin and K. Abdul WaheedOn 1 January 2015, Hamza joined Hisham Packaging, in Dubai, United Arab Emirates(UAE), as the CEO. Hisham Packaging specializes in the production of corrugated boxesof various sizes, in both plain and printed forms. Most of Hamza's previous professionalexperience was in the automobile industry, where his focus had been on Lean operationsrather than marketing. After joining Hisham Packaging, Hamza discovered that in a serviceindustry, such as printing and packaging, the business focus is more customer-orientatedthan process-orientated. In the packaging industry, each customer has their owncustomized requirements that are unique to them and can vary vastly with regards to ordervolume. What was particularly shocking to him while investigating the business was theinformal cartel arrangement among major corrugated box suppliers in the country and thefact that, without the consent of the cartel members, he was unable to make any majordecisions, such as expanding the business or accepting or dropping a customer. Hamzadiscussed the scenario with his sales manager Ahmad to see what strategy to adopt for thegrowth of the company. He was trying to figure out what direction the company should headin next. Like any other new CEO, Hamza also had his own plans for increasing the marketshare and making the operations Leaner, but he quickly found that it would be difficult forhim to have any major impact on the existing business due to the existing constraints, andhe needed a different strategic move to grow the company.Mohammed Laeequddinis based at Nest SkillsProfiling Pvt Ltd,Hyderabad, India.K. Abdul Waheed isbased at the Departmentof Marketing, Institute ofManagement Technology,Dubai, United ArabEmirates.Hisham Packaging, DubaiHisham Packaging was started in 1984 in Dubai and its main function included convertingbrown and white paper into corrugated boxes of various sizes both in plain and printedforms. These boxes are used for the secondary packaging of fast-moving consumer goods(FMCG), such as water bottles, beverage cans, snacks, cooking oils, soaps, fruits andvegetables, and consumer durables including refrigerators, microwaves, crockery,perfumes and clothes. Hisham Packaging converts about 250 metric tons (250,000 kg) ofpaper into corrugated boxes every day for various multinational companies (MNCS),including Unilever, Coke, Reckitt & Benckiser, Pepsi, Nokia and Black & Decker, and largelocal companies, such as Areej Cooking Oil and RAK Ceramics. About 70 per cent of itsproduction capacity is utilized for local customers in the UAE and 30 per cent of theproduction capacity is utilized for neighbouring countries such as Sultanate of Oman, SaudiArabia, Kuwait and Pakistan. Because of the bulky nature of the product, corrugatedbox-making requires a lot of space for raw material storage, work in progress, finishedgoods and vendor inventories. The Hisham Packaging Plant is established across an areaof 10,00,000 square feet with more than 400 employees and has state-of-the-art corrugatorand printing and converting machines imported from Japan and European countries. As aunit, it is of one of the largest business groups in the UAE and has strong financial backingfrom its corporate head office. In 2014, the group turnover was US$500m, with a customerDisclaimer: This case hasbeen developed solely as thebasis for class discussion andfor education purposes only.The primary data havesourced from the packagingcompanies to illustrate thereal-life situation but thenames are fictitious. It is notintended to ill ustrate eithereffective or ineffectivehandling of an administrativesituation or decision-making orrepresent the views ofmanagement about the topicof the case.DOI 10.1108/EEMCS-05-2015-0076VOL. 6 NO. 2 2016, pp. 1-16, © Emerald Graup Publishing Limited, ISSN 2045-0621 EMERALD EMERGING MARKETS CASE STUDIESPAGE 1

Strengths:Specialties are belongings that a company does highly correctly or even in a way that sets…

Answered: Analyze the case of Hisham Packaging,…

Management, Loose-Leaf Version

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