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Al Ain Dairy: managing demand and supply

Melodena Stephens Balakrishnan (Associate Professor of Marketing in the Faculty of Business and Management, University of Wollongong in Dubai, Dubai, United Arab Emirates)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 1 October 2011



Al Ain Dairy: managing demand and supply.

Subject area

Marketing strategy, retail/sales management and logistics.

Study level/applicability

Undergraduate and postgraduate.

Case overview

Al Ain Dairy works is in one of the most highly competitive industries in the world – the food industry. In the dairy business, choice, freshness, safety standards, inventory management, supply chain and marketing are key to sustainability. Al Ain Diary explains some key challenges in this industry for managing and planning sales. This case builds on a previous case and can be used to teach marketing strategy, retail management and logistics. The case also gives an idea on the food industry especially the dairy market and some of the challenges associated with it.

Expected learning outcomes

Students can try forecasting and planning sales based on seasonal trends. Since the process complexity increases as the number of stock keeping units increase, the case provides a rich context of a company where inventory management is a key to success. Product portfolio management is another subject area of focus in this case. For market expansion, students can look at current organizational and market constraints, organizational competencies (and their transferability), and market synergies and similarities to recommend strategy.

Supplementary materials

Teaching notes.



Stephens Balakrishnan, M. (2011), "Al Ain Dairy: managing demand and supply", Emerald Emerging Markets Case Studies, Vol. 1 No. 4.



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