Online from: 2011
Information: About this Collection
|Title:||Al Ain Dairy: market expansion|
|Author(s):||Melodena Stephens Balakrishnan (Associate Professor (Marketing) in the Faculty of Business and Management, University of Wollongong in Dubai, Dubai, United Arab Emirates)|
|Citation:||Melodena Stephens Balakrishnan, "Al Ain Dairy: market expansion", Emerald Emerging Markets Case Studies Collection, (2011)|
|Keywords:||Business development, Dairy products, Marketing management, Non-alcoholic drinks, Retail management, United Arab Emirates|
|Article type:||Case study|
|DOI:||10.1108/20450621111097155 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
|Acknowledgements:||This case was written by Dr Melodena Stephens Balakrishnan at University of Wollongong in Dubai. It was prepared using company information and interviews and its intension was to provide material for class discussion through publication. The author does not intend to illustrate either effective or ineffective handling of a managerial situation. The author may have disguised certain names and other identifying information to protect confidentiality.|
Subject area – This paper covers marketing strategy, retail management, branding, customer value, and competitive analysis.
Study level/applicability – The paper is applicable to undergraduate and postgraduate business and management level.
Case overview – This case spotlights Al Ain Dairy in Dubai, UAE. It focuses on the launch of the new product – “Long Life Juice” in Dubai 2010. Al Ain Diary is the UAE's largest dairy company by market share but now wants to replicate success in both the regional market and the fruit juice market. The case highlights the challenges of increasing production capabilities; product innovation; supply chain management; and brand building in newer markets.
Expected learning outcomes – This case can be used to teach marketing strategy, retail management, branding, customer value, competitive analysis, and potentially elements relating to international business strategy.
Supplementary materials – A teaching note is available on request.
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