Description

9:43
4G ااه.
Back
MGT201-Assignment 1-Qn
رؤيةVISION
2830 äigjilläggvulläzelall
و
KINGDOM OF SAUDI ARABIA
2011
1432
disgausi dugall dblood Saudi Electronic University
College of Business Administration
MGT201- Marketing Management
Assignment-1
a
Total Grades – 05/15
Learning Outcomes:
1. Demonstrate 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 Comnanv_(IPNC), Almarai has
recently acquired the entire proiect and now offers its products
9:43
4G ااه.
Back
MGT201-Assignment 1-Qn
-ay
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
9:43
4G الد.
Back
MGT201-Assignment 1-Qn
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 rochucts The transports are specially
designedso that the products are not spoiled and last for longer

Purchase answer to see full
attachment