To read this content please select one of the options below:

Just Fresh: fresh juices from the desert!

Syed Zamberi Ahmad (College of Business Administration, Management Department, Abu Dhabi University, United Arab Emirates)
Norita Binti Ahmad (School of Business Administration, American University of Sharjah, Sharjah, United Arab Emirates)

Publication date: 23 June 2017


Subject area

Strategic management, Strategic marketing, Entrepreneurship and Small business ventures.

Study level/applicability

This case study will be useful for undergraduate level students majoring in strategic management, entrepreneurship, small business ventures and marketing.

Case overview

Just Fresh Juice is a small entrepreneurial venture in the United Arab Emirates (UAE), specialising in preparing all-fresh juices, special mixes and fruit salads. The purpose of this paper is to analyse how Just Fresh can maintain its competitive advantage, and how it could sustain its rapid growth in the market and gain more market share in the long run. Just Fresh focuses on satisfying its customers more effectively than its competitors through a competitive strategy of cost leadership (Papulova and Papulova, 2006), direct interaction with the customers through social media (Srinivasan, 2014) and creating a customer experience (Porter, 2008), as delivering a good customer experience is often more effective in building a competitive advantage than optimising internal processes.

Expected learning outcomes

The purpose of this case is to enable management students to evaluate and analyse a small business established in the United Arab Emirates. Students will gain a comprehensive understanding of new business set-up and build proper business strategy. They will be able to perform the company’s competitive standing using Porter’s Five competitive forces and analyse its business strategies as well. They will be able to analyse the current status of the company using SWOT analysis and to design alternative strategies for the company using TOWS analysis. Furthermore, students will be able to build a cost analysis model for the company.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or email to request teaching notes.

Subject code

CSS 3: Entrepreneurship.



The authors wish to thank Mr Khalid Al-Shanqiti of Just Fresh owner for sharing knowledge, expertise and allowing access to the company’s information. Two final year MBA students from Abu Dhabi University, Lolwa Al-Obeidli and Safeya Al-Jaafari were involved in preparing the draft of the case. The authors would like to acknowledge their contribution in the published case. The case was prepared by the authors as the basis for class discussion rather than to illustrate either effective or ineffective handling of an administrative situation.


Ahmad, S.Z. and Ahmad, N.B. (2017), "Just Fresh: fresh juices from the desert!", , Vol. 7 No. 2.



Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

Related articles