1. Conduct a SWOT analysis for Almarai based on the information given. 2. Examine the 4 P’s of Almarai based on the information given. 3. Use the porter’s five forces model to critically analyze the competitive structure of the organization. 4. Critically

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College of Business Administration MGT201- Marketing Management Assignment-1 Total Grades – 05/15 Learning Outcomes: 1. Demonstrate a solid understanding of overall marketing concepts, goals and strategies within the context of organizations goals and strategies (Lo 1.1). 2. Explain issues pertaining to marketing environment both internally and externally (Lo 1.2) CRITICAL WRITING The founder of Almarai is HH Prince Sultan Bin Mohammed Bin Saudi Al Kabeer who recognized the potential to transform the traditional dairy farming in Saudi Arabia in order to meet the needs of a growing domestic market. Numerous agricultural projects were developed under his guidance to achieve the objective of the company. Almarai stepped into the market with the processing of fresh milk and laban into the modern dairy farms. The Company has invested heavily in technologically advanced production facilities and recruiting the right person for the right job. Almarai is considered to be the second and the larger Central Processing Plant with a new cheese plant along with it. On a daily basis, Almarai is capable of serving high quality and hygienic products to more than 43,500 customers within the GCC countries. In 2007, Almarai entered the bakery products market by acquiring Jeddah-based Western Bakeries. Two years later, Almarai started the construction of a new bakery facility in Al Kharj. In the same year, Almarai established a joint venture with Chipita and Olayan Finance Company under the name of the Modern Company Industries to launch 7DAYS brand. In 2009, Almarai added poultry products to its portfolio through the acquisition of Hail Agricultural Development Company (HADCO). After investing in an excellent production facility, Almarai launched the new premium poultry brand – Alyoum. During the same year, Almarai made acquisition with Mead Johnson Nutrition to form a 50-50 joint venture known as the International Pediatric Nutrition Company (IPNC). In 2010, Almarai entered the infant nutrition market with the construction of the region’s first infant nutrition plant at Al-Kharj. Recognizing that the best way forward involves working with acknowledged experts in this field, Almarai formed the International Pediatric Nutrition Company (IPNC), Almarai has recently acquired the entire project and now offers its products under the brands Nura. The success of Almarai is because of its unique infrastructure, which includes farms, dairy, juice and bakery processing plants and also determined by the marketing and distribution expertise, all of which are working towards delivering a quality product to the consumer. Product / Services Details 1. Juices: Almarai always uses the best fruit to make the juices that the customers love. It maintains good balance between good health and great taste. Mixed Fruit, Strawberry, Alphonso Mango, Orange with Pulp, Orange, Orange and Carrot, Apple, Mango, Mango Mixed Fruit, Fruit Cocktail, Mixed Berry, lemon with Mint, Guava with Pulp. 2. Home Snacks: Snacks products are the tastier and the simple one which would give relishing taste. Tinned Cheese, Butter, Ghee, Mozzarella Cheese, Feta Cheese, Whipping Cream, Tomato Paste. 3. Yoghurts and Desserts: Pure and calcium-rich favorites for the entire family. Desserts are made from 100% natural, fresh cow’s milk. Yoghurt, Fresh Cream, Labneh, Layered fruit Yoghurt, Stirred Fruit Yoghurt, Sterilized Cream, Desserts. 4. Culinary Products: Almarai provides the tastiest cheeses, and richest creams which makes mother’s work easy in the kitchen. Cream Jar Mix, Cheddar Jar Cheese, Sliced Cheese, Square Cheese Portions, Block Cheddar, Halloumi Cheese. 5. Dairy Liquids: There is a complete range of delicious laban and milk based dairy products for the entire family. Fresh laban, Fresh Milk, Flavored Fresh Milk, UHT Milk, Evaporated Milk, Advanced Nutrition. 6. Kids Products: Kids products prove to be a fun and a healthy bunch for kids. Triangled Cheese, UHT Flavored Milk, Zady Drinking Yoghurt, Zady Flavored Yoghurt, Zady Jelly Custard, Zady Fruit Dairy Snack. Almarai ensures that all its products are properly packed and refrigerated in proper temperatures so that the products maintain its fresh nature and quality. Liquid products are transported in those transports which has refrigerator facility so that it does not get spoiled by over time. Almarai mainly emphasis on quality. Packaging is done in a very clear and uncluttered way so that it is easily recognizable. The company distributes its products annually which covers more than 110 million kilometers in delivering dairy, juice, bakery and poultry products reaching up to 43,500 customers across six GCC states. Almarai has long-haul fleet which transports raw milk from dairy farms to the Central Processing Plants and then it transports the finished goods from the production site to different designated sales locations. Almarai reaches to more than 42,000 shops within the GCC countries on daily basis. It ensures that the products are properly packed with appropriate temperatures for different products. The transports are specially designed so that the products are not spoiled and last for longer time. Almarai transports the finished to small grocery stores and supermarkets. Almarai enjoys increasing incomes and demands that come from supermarkets where one shop for one’s weekly requirement in a single visit. Critical Questions. 1. Conduct a SWOT analysis for Almarai based on the information given. 2. Examine the 4 P’s of Almarai based on the information given. 3. Use the porter’s five forces model to critically analyze the competitive structure of the organization. 4. Critically evaluate the product portfolio of Almarai with the help of BCG Matrix. NB • Validate your work with the use of appropriate references. • The work should not be in less than 1000 words. • Use your own words. Plagiarism in case of more than 25% will get zero. • Submit your assignment in Word Format Only. • Submit your assignment at the BB grade center on or before the END OF WEEK-7TH
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Title
Name
Institutional Affiliation
Professor’s Name
Date

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Running head: MARKETING

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Marketing Analysis for Almarai
Student's Name
Institutional Affiliation
Date

MARKETING

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Marketing Analysis for Almarai
SWOT Analysis for Almarai
Strengths


Advanced technology



Diversity



Use of experts



Best staffing practices



An efficient marketing and distribution department

Almarai has heavily invested in modern technology which ensures quality products across
all its subsidiaries. The use of technology also provides efficiency in production, timely and
high quantity production helps the company to satisfy the high demand in the market. Today
companies rely on technology to boost their production and enhance quality and Almarai
recognizes the importance of technology. The diversity of products also serves as a strength
for the company. After it was established, the company assessed the market and recognized
other needs different from what was initially provided, and they invested in those needs. Apart
from milk, the company produces juices and other dairy products such as cheese, yogurt, butter,
and advanced nutrition. Almarai has also ensured that the products serve different markets;
they serve home snacks, desserts, dairy liquids, and kids’ products. Their products do not focus
on a single market which reduces risks.
The company enters into joint ventures with other companies, a strategy which reduces the
cost of management and helps in the acquisition of expert knowledge. For example, by forming
a joint venture with Mead Johnson Nutrition, they created the International Paediatric Nutrition

MARKETING

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Company which utilized the expertise of expert paediatricians to come up with the best
products for babies. Apart from joint ventures, the company follows a good staffing model
where the most qualified person gets the job. When employees are experienced in their work,
they become effective, and there are low risks of mistakes and accidents. It would be pointless
for the company to have many products and not sell them; however, the company manages to
satisfy its high demand through an active marketing and distribution department which
coordinates distribution across a vast geographical area (“Chapter 3 — assessing Community
Needs and Resources | Section 14. SWOT Analysis: Strengths, Weaknesses, Opportunities,
and Threats | Main Section | Community Tool Box”, 2019).
Weaknesses


Complex management

As the company grows, the control of the company become complicated due to many
departments and many product portfolios. The complexity of management poses a risk of loss
for the company and the neglect of some departments. The departments that are not closely
supervised or monitored may end up bringing losses to the company unnoticed. The diverse
mix of products also reduces focus on the core business, and the result is compromised the
quality of products and loss of focus on the primary market.
Opportunities


Lack of competition



Availability of capital



Unique infrastructure



High demand

MARKETING

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The company enjoys several opportunities on which it can build on to grow further. The
first opportunity is the lack of stiff competition in the market. When Almarai was founded, its
focus was to transform and modernize dairy production in the country. The use of advanced
technology gives the company a competitive advantage. The company has utilized the
opportunity of high demand to earn high returns on its investments, giving it the liberty of
capital so that it can venture into any promising market. It has so far used the opportunity and
diversified its portfolio, but there is no telling how far it can go with that power.
The company also has an opportunity because of its unique infrastructure. It has specialized
vehicles for transportation, a well-coordinated marketing department and it utilizes the best
technology available in its pro...


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