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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