Al Ain Dairy: market expansion

Abstract

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.

Citation

Balakrishnan, M.S. (2011), "Al Ain Dairy: market expansion", , Vol. 1 No. 1. https://doi.org/10.1108/20450621111097155