1. Recommend new products for Al Ain Diary based on competitive analysis, consumer insights and emerging trends.
Managing competition intended to ensure the most favorable position to gain or keep a competitive advantage. Its need to assess the potential competitors, evaluate their actions and the degree of competitive threat, to predict the actions of competitors. Competitive analysis is a prerequisite for success in the market.
Competitive analysis – assessment and prediction capabilities and competitive actions rent on the basis of the study collected information and expert opinions.
As we can see from the table in the case study, the competitors company’s assortment is wider than Al Ain Dairy assortment is. The idea of Al Ain Dairy to release juice and milk with a long shelf life is good. But if you think about consumers, they can not to evaluate these products, because they contain a preservative that is not very healthy.
Al Ain Dairy can pay attention to the production of ice cream, which is available in an assortment of United Kaipara Dairies Co .. Ice cream love both children and adults, so that it will be in demand. They can start the production of ice cream at once in large packages. This is very comfortable for families that buy food in supermarkets for a long time.
They can also start to produce flavored milk. It can be delivered to schools for children’s lunches. Milk is very important for the child’s organism. Not all children love normal milk. But they like flavored milk, which is good for parents and healthy for children.
Male audience may be interested in healthy drinks. People who are constantly involved in sports need of such product lines as well as physical exercises require a certain diet, in which one of the most important parts are healthy drinks.
2. Recommend a branding strategy for Al Ain Dairy. What role do Country of Origin and Brand of Origin play in this case?
The strategy includes the following elements:
– Who is the target audience.
– What promise (proposal) should make to this audience.
– What evidence is necessary to bring it to show that the proposal is worth something.
– What is the final impression
The target audience is mostly mothers from 20-40s, young children, teenagers and young adults. So Al Ain Dairy can expand their target audience and include the men from 20-40s. They need to add healthy drinks to do this.Al Ain Dairy can offer audience a selection of dairy products, including flavored milk, as well as starting the production of ice cream.
All their products are made from natural ingredients. The content of chemical elements is minimal. Guarantee may be that the Al Ain Dairy has long been on the market. Their name is known throughout the country. This is a huge company which gained the trust of consumers. This all speaks for itself
There are only two of the most common strategies for the brand development – standardization and globalization. If you select the standardization, the brand will be managed in line with market standards, fully adjusting to them. In this case, corporate identity brings nothing new, except that the improved product, but does not go beyond the standards. If the development of the brand is on the path of globalization, it means that the development of corporate identity aims to be a leader and tried to oust their products all the competition, creating a monopoly.
For a company such as Al Ain Dairy the only way is globalization. They need to become the most popular brand of dairy products in UAE and try to enter the international market.
3. If Al Ain Dairy were to expand operations into neighbouring 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?
Integration involves the expansion of the company by adding new structures. I suggest backward integration. It is in the direction of control over the supply of raw materials and it is aimed at consolidating the suppliers who provide products at lower prices than the competition. In order to expand operations into neighbouring countries they need to start the delivery to retail stores of these countries. Al Ain Dairy products are well-known with its quality in the UAE. So they will not have problems in another market.
Al Ain Dairy needs to find a broker who will help them to break out into the market of neighbors. Neighboring countries are the countries of the Persian Gulf, so that products can be transported by sea.
Al Ain Dairy also can buy the land for the cows to increase their production. So they will expand and improve its market position in UAE