Teaching Notes Al Ain Dairy - 881 Words

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), â€Å"UAE Top Logistics Hub in the Gulf†, Khaleej Times, dated 16 January, Available:†¦show more content†¦Students can develop a new product and the marketing mix for the same. Q2. Recommend a branding strategy for Al Ain Dairy. Students can develop a brand strategy and help organize existing and future portfolio of products by creating a systematic brand architecture. Country of Origin and Brand of Origin are two new emerging research areas. Students can research these areas and suggest ways Al Ain Dairy can use this to their advantage in entering into the GCC region and expanding beyond. Q. 3. Prioritize goals into long-term and short-term goals. Strategically students can prioritize goals into short-term goals (next six months) and long term goals (over the next 3-4 years). You can give them certain constraints – production, trade barriers (import and exports), and look at seasonalities – Ramadan and Eid are big religious seasons here. You can explore the meaning of â€Å"Halal Foods† to understand the impact in international and local markets. Q 4. If Al Ain Dairy was to expand operations into neighboring countries, looking at both forward and backward integration what options would you suggest? If Al Ain Dairy is looking at exporters and wants to ensure its quality what options are available? What quality control mechanisms need to be put in place? What products would you recommend? Here students are recommended to download a map of the UAE and neighboring GCC areas and consider logistics options keeping in mind restrictions like expiry datesShow MoreRelatedUAE Consumer Lifestyle Analysis42818 Words   |  172 Pagespopular amongst health-conscious UAE consumers, including dance classes and â€Å"boot camps† that allow individuals to get fit fast. Health-conscious consumers in the UAE have also sparked increased demand for organic foods. Kuwait-based food manufacturer Al Yasra Food is investing US$50million and US$100million over the next five to 10 years to expand its organic division in the UAE, and it’s expected others will eventually do the same. At the same time, health-conscious UAE consumers are concerned thatRead MoreDeveloping Management Skills404131 Words   |  1617 PagesCongress Cataloging-in-Publication Data Whetten, David A. (David Allred) Developing management skills /David A. Whetten, Kim S. Cameron.—8th ed. p. cm. Includes bibliographical references and index. ISBN 978-0-13-612100-8 1. Management—-Study and teaching. 2. Management—Problems, exercises, etc. Kim S. II. Title. HD30.4.W46 2011 658.40071 173—dc22 I. Cameron, 2009040522 10 9 8 7 6 5 4 3 2 ISBN 10: 0-13-612100-4 ISBN 13: 978-0-13-612100-8 B R I E F TA B L E O F C O N T E N T S Preface