Identifying Key Competitors
Pakistan having a huge population represents a huge market for fast moving consumer goods (FMCG) and other sort of processed food. As per the demand, this market is world th largest when we compare it with other world markets glo!all" and is mostl" driven !" the middle and upper class of the population here. #ow as the shift from rural to ur!an is taking place the demand is also increasing at an alarming rate creating more customer !ase and creating further opportunities for the companies in this specific market, as the" can utili$e their strengths to capture these opportunities. http%&&consumerpak.!logspot.com&
#ow as we selected 'ngro Foods, F oods, we are now going to have a look at its strengths and then its ke" competitors in the market which as per our anal"sis are #estle, nilever and #ational Foods. e ae going to go through each one of these competitors and esta!lish their strengths the" have ac*uired over the past few "ears.
Engro Foods LTD
As alread" !eing discussed a!out the compan" itself, we won+t go into the detail introduction !ut rather switch to its ke" !eneficial factors which it has developed over time and use those ke" strengths to anal"$e and compare it with its competitors afterwards Strengths • • • • • • •
t possesses a strong pu!lic relation with the farmers t has gathered positive response from its customers over the past "ears. Carries out a strong research on the market trends. t owns a third generation plant. -as a strong !rand name. t along with MC has offered farmers with certain loan programs for financial support. n order to control loose milk segment, it has set up its own !ranches like Ma!rook milk in /arachi.
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0ne of its ma1or revenue product, 0lper+s milk is !randed as all uses products c apturing a vast market segment.
http://www.engrofoods.com/
Anaysis of the Key Competitors in !a"istan
#este !a"istan
#estle is the one of the world2s leading nutritional and health compan" toda" !ased on its resour resources ces.. ts model model is !ased !ased on stron strong g captiva captivati ting ng !rands !rands,, its glo!al glo!al presen presence, ce, innovat innovation ion,, environmental friendl" products making a social impact and hardworking passionate people.
t is a ke" competitor !ecause of the following ke" points and factors% !arenta $ac"ing
eing the world+s largest processed food and !everage compan" and with a presence in almost ever" countr", #estle Pakistan gets a huge !acking from its parent compan" !ecause it can access its large portfolio of products and services gaining insights and esta!lishing its competitive intelligence.
Image
t has a great image developed over the past few "ears !ased on its glo!ali$ed presence which is greatl" !eneficial in handling !ad situations and get through them which it has done due to its strong image. %&aity !rod&cts
ts products have a *ualit" promise with them ensuring that the" are consistent and h"gienic. 3his helps them esta!lish customer lo"alt" and deliver their promise in turn enhancing their image. t has no compromise for *ualit" and uses its state of the art technolog" to deliver consistent !rand promise. 'e(de)eoped Strategy
#estle has recogni$es there is a right time and place for their product4 therefore, their strateg" makes room for ad1ustments and is tailored to meet the needs and demand as per the market trends. #estle has captured man" markets with great sweep !ecause of the developed strateg". *ar"et Share
#estle 1uices have a highest market share almost in ever" strategic !usiness unit+s line, such as in #estle pure life. -igh market share alwa"s depicts the *ualit" of the firm 5 its strong management decisions. t also depicts that compan" ensures its highest *ualit" assurance checks to make its products stand out and !e as per the promise. t has !een greatl" working on its marketing to increase its market share !" creating more awareness in the minds of people. $rand Strength
t has developed ver" strong generic !rands like #escafe, Maggie, #estle water and these !rands are !" far generic to their respective product categories and are a means of esta!lishing strong customer !ase as when a !rand !ecomes generic then it develops a perception and a feel of strength in the minds of its customers. '.g. Google, Apple etc.
+esearch , De)eopment Team
ts 657 dept. provides an in8depth knowledge and understanding which helps in continuous knowledge a!out itself and competitors. ts competitive advantage can !e seen as in the form of its 657 !ecause man" of its competitors don+t have a 657 dept. nnovation is also at the heart of #estle Pakistan. t has !een continuousl" introducing new products and e9panding its current product offerings. ith the e9tra ordinar" technolog" adoption #estle Pakistan is a!le to deliver innovative products. -&man +eso&rce Department
#estle Pakistan has a strong -6 department which depicts #estles+ strong committed management of the compan" and its emplo"ee oriented nature as well. ts management is ke" success factor of the compan" which !" its virtue is willing to devote themselves towards the !etterment of the compan" and the societ" as a whole.
http://pesteanaysis.com/swot(anaysis(neste/
http%&&www.nestle.pk&
http://www.strategicmanagementinsight.com/swot(anayses/neste(swot(anaysis.htm http://www.mas"oo.com/randg&ide/food(and(e)erages/001(neste(td.htm
2nie)er !a"istan Foods LTD
nilever Pakistan Foods :imited develops and offer consumer and commercial !ased food products glo!all". ts product lines include noodles, soups, meal makers, sauces, and ketchups. t also produces and sells instant energ" sports drinks, health drinks and desserts. ts rand names include 6afhan, /norr, Gla9ose87 and food solutions. 3he compan" changes its name from 6afhan est Foods to nilever Foods in ;<<=. A list of its food and !everages products are as under% 8alls ce Cream (Magnum Classic, Peddle Pop, Cornetto). 8rooke ond 8:ipton 8lue and 86afhan 8/norr http%&&www.unilever.pk&a!outus&introductiontounilever&P:foofs&
Strengths
t is a competitor !ased on its following strength factors •
2nie)er 3iant: t is a part of nilever which is a glo!al giant and one of the oldest
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M#C. >o it en1o"s a !rand !acking and immense reputation !enefits. *anagement: t has a management which is e9perience and esta!lished well over the past few "ears ena!ling it to develop learning curves which help nilever in overcoming !ad situations here in Pakistan whether internal or e9ternal. P: has potent managerial e9perience that goes !ack to ?@B.
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Image: nilever numerous !rands+ image are ver" much into the minds of people and its
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customers due to their appeal and age factor which helps in creating more awareness among its audience and it uses it to its !enefit during its marketing. %&aity Ass&rance: t follows strict mechanisms for ensuring *ualit" so that the value
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products offer are in accordance to the *ualit" promised !" the compan". 3he *ualit" of P: products is ver" superior with highest international standards and is made to remain consistent throughout. !romotion: ts strong marketing and advertising is also !eneficial in esta!lishing densit"
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of its campaign to its target market which is its one !ig advantage. Di)erse !ortfoio: ts competitiveness is !ased upon its strong portfolio segmentation
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which comes with wide range of products within ever" categor" it offers, e.g. :ipton, >upreme etc. which makes it further more competitive and tough to compete, giving it a sustaina!ilit" in the market. Inno)ati)eness: nnovation is also a ke" essential ingredient in its success as it delivers top products !oth internall" in Pakistan and e9ternall" worldwide.
http://www.&nie)erfoodso&tions.p"/who(we(are/news http://sadi4somayari.wordpress.com/0567/60/61/&nie)er(pa"istan()ers&s(engro(food(swot( anaytica(comparison/
#ationa Foods !a"istan
#ational Foods came into e9istence in the "ear ?@=< as a privatel" owned firm and then was graduall" transformed into a pu!lic limited compan". At present, #ational Foods is one of the !ig pla"ers in the food industr" of Pakistan having a vast variet" of a!ove ??< products which are further categori$ed into ? ma1or categories owing to their t"pe. t is meant for delivering convenience !ased food products to its consumers. http%&&www.nfoods.com&
#ow we perform an anal"sis of its ke" factors and strengths which ena!le it to !e direct competitor to 'ngro Foods :37% Key Factors and Strengths Scope of the !rod&cts
t has a wide and !ig product line which e9tends to ma1or categories depending on the t"pe of products. 3he ma1or categories are listed !elow% • • • • •
7esserts /etchups Custards Pickles Masalas
0wing to this diverse range of products it is a!le to cater to various untapped segments as well in Pakistan which gives it a competitive edge. $road *ar"et Co)erage
t carries this B
A vastl" competent staff from engineering discipline and from the technical perspective is deplo"ed which works at its ma9imum potential, that delivers innovation in practice producing superior products than the competitors creating a differentiation !etween #ational Foods and its competitors. 3o maintain the product *ualit", it has efficient manufacturing mechanisms which are its competence that ena!le it to deliver consistent *ualit" throughout the product lifetime. 3he mechanisms are supported !" the use of imported manufacturing e*uipment and environmental friendl" *ualit" ingredients mi9 in the product development ensuring high standards of manufacturing and *ualit" control in its products. '.g. powder mi9 etc. Tho&ght(o&t *ar"eting
t has its own advertising agenc" that promotes its products which is a !ig plus that helps its marketing team to create awareness for its products across Pakistan which the team has successfull" done over the past "ears and this has pla"ed to increasing its sales and awareness across the countr". +esearch 8rientation
#ational Foods considers this food market to !e constantl" evolving that+s wh" it has a research oriented culture considering its effectiveness in creating innovation and high *ualit" products. 3he importance of research and innovation can !e seen in the compan" as the Chief '9ecutive himself governs a team under his supervision making sure that the innovation and creativit" in the products is a never ending process and to ensure that continuous improvements take place as a result of feed!ack gathered after a product is launched in the market. $rand #ame
t has taken E "ears of hard fought effort for #ational Foods to create such a strong !rand name which is now one of those !rands that are capitali$ing on this aspect of esta!lished !rand names in this particular sector. 3his factor helps #ational Foods in esta!lishing credi!ilit" among the minds of consumers for its newl" launched products and to earn sustaina!ilit" for its products grasping a *uick mind share among its target audience as compared to its competitors. 8rgani9ationa Str&ct&re
3he compan" has !oth emplo"ee and customer oriented culture. 3he levels in hierarch" are functioning well and are properl" managed !ecause of its well sought out co8ordination with the culture and functions ensuring a sta!le organi$ational design. 6oles are clear and there is no conflict in reporting to the superiors as Chief '9ecutive is at the top level of hierarch". 6eporting to the C'0 is the Managing 7irector of the compan" who falls in the second tier followed !" the functional managers of the different departments such as Marketing, Finance etc. 3he compan"
has a strong concern a!out its human resource as it understands that a competent human resource is an asset for long term !enefits to the organi$ation. Finance *anagement
6esource allocation is ver" crucial in the success of an" compan" and #ational Foods has a competitive and capa!le finance department which after a thorough anal"sis allocates resources and funds to the compan"+s !usiness divisions ensuring a proper tracking and accounta!ilit". Good and timel" financial management is another strength of compan" that helps in sorting out its current financial position and then to esta!lish its future goals !ased on its finances. http%&&pdf.marketpu!lishers.com&!acswot&nationalfoodsswotanal"sis!ac.pdf http%&&www.wikiwealth.com&swot8anal"sis%national8foods8pakistan8ltd http%&&www.stud"mode.com&course8notes&#ational8Food8?=?;=@.html
Anaysis of the 2AE mar"et
3he dair" and !everages market is maturing in A' as it is one of the upward economies considering the region it falls in. A' also en1o "s a fast growing income which is supported !" a valued econom". 3he sector under consideration is forecasted to grow at a rate of .?D in this decade indicating a huge opportunit" for companies to tap this market in a more compact fashion. Preference for the dair" products has also increased due to high disposa!le cash that the
population carries which has forced the market to adopt innovation and !ring out new improved products. f we consider the different categor" wise share of value, we will find that there e9ists a value share among the categories characteri$ed !" milk o!taining E?D share and cheese with ;@D share. ogurt is that categor" which is considered to !e maturing and increasing in this decade. Milk, oghurt and :a!an are the largest segments in the dair" market so the" are mostl" produced locall" and the focus is on these three segments. mports for these products are minimal and are not much relied upon as o!vious !" ;ED imports of Milk followed !" ? D oghurt import and :a!an constitutes for ??D import whereas in case of e9ports we see a health" percentage of these components !eing e9ported. Ghee, !utter and other canned milk are not produced in large amounts. http%&&www.marketresearch.com&Market:ine8vBB&7air"8nited8Ara!8'mirates8BEB?& http%&&www.!ord!ia.ie&industr"&manufacturers&insight&alerts&Pages&GrowthpotentialofA'dair"m arkethighlighted.asp9H"earI;
*an&fact&rer
Share
Al Ain 7air"
D
Al Marai
;BD
Marmum 7air"
;D
So&rce: I*ES Estimates
E#3+8 F88DS Key Competitors in 2AE A Ain Dairy
t is the largest producer of dair" products in nited Ara! 'mirates with a market share of around D. t started its operations in ?@B? and with the passage of time has grown sufficientl" and its growth can !e seen as having three cattle farms now having more than <<< animals and a camel farm as well which has more than ;<< camels. http%&&www.alaindair".com&'#&Pages&default.asp9
Strengths !rod&cts +ange
Al Ain 7air" has a wide range of dair" products and !everages which are classified under the following categories% • • • • • •
Fruit "oghurts Coffee drinks 7rinking "oghurt CrJme caramel Custards Fruit desserts
esides that, milk is !eing delivered in man" flavors such as straw!err", chocolate, vanilla and !anana. Fresh 1uices are also !eing produced in man" flavors that are concentrated from fresh 1uices. 3he compan" also supplies fresh fruit 1uice in si9 flavors produced from fresh 1uice concentrate. As the demand for camel milk increased over the past "ears, the compan" has also inducted in its portfolio camel dair" products in order to compete in a well8mannered fashion.
#etwor" Strength
3he compan" en1o"s its own retail stores which are named as FA6M F6'>-. All the !est *ualit" dair" products catering to all ranges have !een made availa!le in these stores and there is no compromise on *ualit" and all products are fresh and fit for health. 3he compan" also has its own fleet of vehicles having cooling mechanism inside them making sure that all the products sta" fresh and are *ualit" oriented while the" are transferred to the retailers. 3he temperature factor is taken care of in the !est possi!le manner possi!le during these transportation phases and all products are made availa!le when re*uired. esides that, its salesman also monitor the cold storage temperature that retailers have when the" sell products ensuring that there is no am!iguit" what so ever in the freshness and *ualit" assurance procedures. Technoogica Ad)ancements
3echnological advancements are seen to !e the ke" factor in this region considering the climatic constraints so for this purpose A: A# 7air" has a *ualit" mechanism in place at its farm houses and the manufacturing plants. 6ecentl" it purchased and esta!lished new technologies namel" • • •
Food :a! >"stem >omatic Cell Counter 3he voluntar" testing e*uipment
3hese technologies are to ensure that the *ualit" criteria is fulfilled and international standards are met as man" of its products are e9ported as well so for that matter the compan" has made ever" step to ensure that *ualit" remains consistent throughout according to >0 certifications. >omatic Cell Counter is a testing device that is used to test the raw milk, somatic cells are white !lood cells that are secreted !" a cow and indicate whether the raw milk is accepta!le for refining or not. n this wa", state of the art mechanisms ensure a tough *ualit" standard in place. 3he compan" has also made working environments in such a wa" that the processing facilities deliver the !est ever products. An e9ample is of a -igh
'fficienc" Particulate Air Filter (-'PA) which filters the working environments air ensuring a health" processing site.
Certifications and Assets
As mentioned earlier a!out the different technological advancements in place, the compan" due to the efficient use of those technologies was a!le to gain -ACCP certifications in ;<<@ which is >0 ;;<<<8;<< certified meaning there!" that compan" was issued a license to e9port the products to international markets as well as to suppl" in A'. 3he compan" !eing one of the leaders in the dair" market and dair" products has its own cows and procedures to increase and enhance the milk production and has taken steps to minimi$e the import of cows making the importance of local !reed more critical and considering it as an asset for superior milk production than its competitors. http%&&www.stud"mode.com&su!1ects&swot8anal"sis8for8al8ain8dair"8page?.html http%&&www.rak8realestate.de&rakpic&d<&d<i&FoodD;<>ectorD;<6eport8?;8?8
*A+*2* Dairy
7u!ai nvestments ndustries ac*uired Marmum 7air" Farms in ?@@ partiall" !ut at present the" have ?<
Strengths C&stomer 8rientation
3he compan" en1o"s a positive word of mouth from its consumers due to the fact that it is regarded as a customer centric compan" which puts customer first. t has a great reputation as it has a polic" coupled with helping the nation at various times and is dedicated to pla" its part in maintain the food standards. >o in this wa" it has created a customer and environmental friendl" image that is related to social responsiveness. Maintain a *ualit" standard has led to the great unparalleled customer e9perience which the compan" en1o"s and capitali$es upon. 3he products are made according to the needs of the customer and the taste is kept to the customer satisfaction
level using its e9pertise and different *ualit" mechanisms. 7ue to which it has a customer lo"alt" which comes in the form of repeat purchases. 3he *ualit" of its products is onl" matched !" Al Ain dair" and there is a competition !etween the two on the *ualit" and consistenc" grounds. !rod&ction Efficiencies
t has its wholl" owned cows which are nurtured in such a wa" that the" produce ma9imum milk. t has a capacit" of producing more than ;< million liters of milk annuall" which signifies its procedures and mechanisms due to which it is at rd position in this industr" with !right prospects for the future. t manages to produce such a large amount of milk 1ust !ecause of the fact that its cows are of high *ualit" and re*uire less maintenance. n this wa", ma9imum milk production is ensured at such a low cost and the revenue generated is re8invested and the whole profit is ma9imi$ed. n this wa", the capital is generated for future investments. 3he cows are !red locall" and are environment ha!ituated which means that the" are resilient to the changing conditions and thus provide a greater lactating span then the normal cows, which is an indicator of greater milk production in contrast to its competition.
Technoogy and Systems
#ew technolog" e9pands the efficiencies and develops new markets ! " providing new and !etter prospects for the !usiness the compan" operates in. t is therefore crucial for a particular !usiness to sta" updated with what is going on at present with the trends in technologies. 6ecentl", the compan" !ought ?=8;<< heifers from Australia, ena!ling the compan" to further increase its herd strength to around <<. 3his new import would not onl" increase the milk production !ut also assist in ensuring a good *ualit" milk as compared to the competitors as the new purchase is of top *ualit".
Considering the *ualit" control s"stem, the compan" has devised a s"stem which uses advanced engineering tools allowing it to meet the latest technological needs and re*uirements for the dair" production market. 3he tools are concerned with the handling of the standardi$ed functions in an efficient manner making sure that the finished product meets the *ualit" mark as promised. 3he tools deal with all the steps starting from the initial production to the intermediate stage leading to the finished product. 3he new tools not onl" ena!le the *ualit" standards !ut also assist the compan" to !ring a!out its strateg" in coherence with its production.
Socia +esponsiiity
3he compan" has had a histor" of !eing a sociall" responsi!le organi$ation. t has shown goodwill gestures in the past when it supported the Ministr" of >ocial Affairs and pla"ed its part in helping the disa!led people. Another instance is when it !acked the A' census !oard towards the implementation of the 3e8dad logo which !enefited in creating a caring sort of image for the compan" and since then it has !een doing various social activities presenting a caring image. Another e9ample is of the ;<<@ e M" Friend campaign in which it 1oined hands with ministr" helping the disa!led children to !e inducted into the mainstream schools giving them a sense of !elonging and an inclusion to the world at large. >o !" and large compan" en1o"s an image a sociall" responsi!le organi$ation and its consumers have a positive mindset a!out the compan".
http://www.araian&siness.com/d&ai(s(marm&m(dairy(farm(eyes(ig(rise(in(;&ice( e
6=?.htm@.*Sd8B2e'7
http://&ae.s&perrandsmena.com/pdf/pdffie6>7501=.pdf
A *arai
Al Marai is a well8esta!lished compan" operating in not onl" A' !ut also in the entire Middle 'ast region. t is renowned for its *ualit" and has developed a name in the different households of the region. 3he compan" en1o"s a powerful technical e9pertise driven !" innovation and is famous for its customer service as well. 3he success of the compan" is centered in its commitment to *ualit" and consistenc" throughout its entire set of operations which has led to its rapid growth in the region since its inception in ?@==. t speciali$es in the manufacturing and selling of high *ualit" dair" food products ranging from dair" to !everages to other dair" food products. t serves around E<<< customers in the Middle 'ast region which also includes A'. t was a private compan" till ;<< !ut then it moved to a pu!licl" owned compan" and currentl" it has over =<,<<< shareholders. After converting to a pu!lic listed compan" it further e9panded its product range to !aker" products as well improving its distri!ution and inculcating innovation in its norms. http%&&www.ukessa"s.com&essa"s&commerce&overview8of8the8compan"8almarai8!usiness8 essa".php
Strengths !rod&ct 'idth and +ange
3he compan" has the wide range of products which are listed in the following categories.
&ices: 3aste and -ealth are the !alance indicators in its 1uices which are made out of !est fruits and are availa!le in various flavors. 3he 1uices are as per the customer re*uirements and research. Snac"s: 3he Compan" also delivers snacks which are tastier and the product itself is a simple one giving a good sweet taste. ogh&rts and Desserts: Kualit" is the main aspect of "oghurt and desserts and the health stake is never compromised upon. 3he products are pure and rich in calcium and there is no preservatives !eing added in the desserts which are ?<< D pure. C&inary !rod&cts: Almarai also provides the !est cheeses and an arra" of creams keeping in mind the mothers routine so as to provide an eas" wa" to work in the kitchen. Dairy Li4&ids: Milk !ased dair" products are also !eing manufactured and are a crucial part of the entire portfolio and pla" their role in generating revenue. Kids !rod&cts: 3hese products are for kids and are meant for fun times. t also includes a !runch which is health" and delicious for kids.
!rod&ct !ositioning and Strategy
Almarai is successful in product positioning and strateg" !ecause it has a uni*ue and novel infrastructure which includes the different entities such as farms, operations and a s"stem ensuring the availa!ilit" of products termed as a go to market s"stem. Product differentiation is also at the heart of the compan" as in ;<<= it launched its fresh 1uices to complement its other dair" products in the market and also added !aker" products to its portfolio in the e9pansion phase. t has a differentiation strateg" in the sense that it offers flavored milk which is -3 treated and targeted at kids which falls in the kid+s product categor" and this particular categor" then gives a chance to further launch new and innovative products targeted at kids giving a differentiation !enefit to the compan". >o in a wa" the products are positioned in a wa" that the"
occup" a mind share of the target and fall in their evoked set which is the plus point that the compan" en1o"s with investment in its marketing. Competiti)e !rice Determination
Another strength of the compan" is its pricing as it is surrounded !" competition so it ensures that its products are priced in such a wa" that the" over power their competitors and consumer end up !u"ing them. Price decision is taken on the !asis of competitive price making i.e. what the competitor is offering. For e9ample, all !randed products are priced !etween ; to E dirhams so owing to this criteria a pack of 1uice having a weightage of << ml is priced at ; dirhams instead of ;. which is the competitive offering, there!" giving the compan" a price differentiation as well. 3he customer is given an image of low cost *ualit" products which seem afforda!le to the customer. Ad)ertising and !romotions
For the marketing and awareness of the products, various mediums are used which are as under% •
#ewspapers
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+adio #etwor" Campaign
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Disco&nts
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TCs
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$ioards and -odings Socia *edia
3he a!ove mentioned mediums are used to spread awareness among the target audience and to interact with them. 3aste is !eing emphasi$ed and the discount coupons are also marketed !ringing an inflow of customers to purchase the product. Products are also offered on promotional discount !asis giving a signal of goodwill to gesture to the consumers hence increasing the profit margin due to repeat purchases as it does in case of its 1uices !" offering them on a discount !asis fre*uentl" and using the a!ove mentioned mediums effectivel" gaining a competitive edge in the region. 3LC+s are also designed in such a wa" to attract ma1orit" of the target audience and in case of kids the ads are *uite attractive and the kids feel resonating with the ad in turn initiating a purchase momentum among its target audience. ill!oards are also used to spread knowledge and informative marketing is done through these !ill!oards at various locations. >o the compan" uses marketing to its advantage reaping revenues through increased purchases.
Distri&tion #etwor"
3he compan" has a distri!ution network that spreads to more than E;<<< shops within the Middle 'ast dail". t en1o"s a huge fleet of transport network which delivers the products from different intermediate locations to the final point of purchase location. 3he intermediate locations include the processing plants, the dair" farms and the manufacturing sites. 3he transport mechanism is such that ensures the packaging of the product remain intact and the freshness sta"s as per the standard temperatures prescri!ed !" the international standards. 3he whole process is developed and implemented in a wa" to ensure product safet" and long lasting. 3he products are delivered to the markets and grocer" stores. 3he compan" then gains the upcoming demands from the supermarkets and capitali$es on increasing de mands.
Technoogica Inno)ation
Almarai has the second largest central processing plant and also ac*uires a cheese plant as well. t has invested heavil" in the advancement of its technological e*uipment+s which are installed at various production facilities. t also includes an advance planning and forecasting s"stem which manages the production and demand suppl" mechanism giving a leverage to the compan". A
s"stem for recruitment is also there which ensures that the right person gets selected for the right 1o!. n short following are the ke" factors that make Almarai a ke" competitor to 'ngro Foods% •
t is a market leader if we consider the entire gulf market and not onl" A' and its fresh products are availa!le throughout the region.
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t has tight cost controls mechanisms in place and ensures a minimum waste level percentage as compared to its competitors increasing its efficienc" in the whole production process.
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t also en1o"s a state of the art *ualit" process s"stem in place which is supported !"% 8 ntegrated suppl" chain and replenishment s"stem. 8 Marketing and Promotional e9pertise coupled with sales !enefits. 8 'fficient distri!utive network which is further scala!le. 8 pdated technological improvements throughout its lifec"cle.
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3he compan"+s e9pansion in the form of ac*uisitions and mergers.
http%&&www.termpaperwarehouse.com&essa"8on&Almarai8>wot8Anal"sis&
