Академический Документы
Профессиональный Документы
Культура Документы
This case can be used to teach marketing strategy, retail management, branding, customer
value, competitive analysis, and even international business strategy. A better
understanding of the demographics and geography of UAE is required. The following
websites are good places for students to get on overall understanding of the context.
Information on UAE and its Strategic Priorities xan be found at the following websites:
http://www.uaeinteract.com/;
http://www.ameinfo.com/;
http://www.uaeembassy.org/business-trade/trade-export; information on logistics: read Basit, A. (2010),
UAE Top Logistics Hub in the Gulf, Khaleej Times, dated 16 January, Available:
http://www.khaleejtimes.com/DisplayArticle08.asp?
xfile=data/business/2010/January/business_January326.xml§ion=business; see the
World
Bank
Logistics
performance
Index
(LPI):
http://web.worldbank.org/WBSITE/EXTERNAL/TOPICS/EXTTRANSPORT/EXTTLF/
0,,contentMDK:21514122~menuPK:3875957~pagePK:210058~piPK:210062~theSitePK
:515434,00.html
These are some indicative questions available
Q1. Recommend new products for Al Ain Diary based on competitive analysis, consumer
insights and emerging trends.
There students can do a competitive analysis using websites enclosed. Alternatively they
can look at hypermarket websites like Carrefour (http://carrefouruae.com/ ), Union
Cooperative
(http://www.ucs.ae/)
and
Lulu
Hypermarkets
(http://www.luluhypermarket.com/_index.php ). Students can do surveys and get some
consumer insights on global emerging trends and help recommend new products based on
migrating needs.
Encourage students to focus on innovations that are not incremental. This is a good
opportunity to teach brainstorming and how do you evaluate new product ideas. You can
divide the class into teams and have teams present new product ideas and the class
evaluate the feasibility, long-term and short-term impact of these new ideas on the market
and the cost of execution.
Other questions can be based on new product development or on market development.
Students can develop a new product and the marketing mix for the same.
factors, but the psychic costs, effort and time required for customer to make a purchase or
arrive at a purchasing decisions. With environment becoming more important that is an
additional factor that can be added to the equation. Students can research this topic and
the apply the information they get on camel milk.
This will help them identify geographic markets for entry (based on local FDA laws, taste
preference) and target segment. Since it has specific benefits it may be better for students
to work on select niche markets rather than on mass marketing campaign. Based on
identified target segment, students can choose the appropriate channel and then decide
what strategy would work better.