Marketing management assignment

Marketing management assignment

Introduction

Almarai is a Saudi Arabian dairy company that specializes in the manufacturing and distribution of food and beverages. The company was founded in 1977 by its founder by the name Prince Sultan Bin Mohammed Bin Saudi Al Kabeer. Almarai has become a successful company over the years and has dominated the market in the six GCC countries(FARID, 2014). This paper will analyze both the internal and external factors of the company and how it fairs among its competitors. The analysis will begin from the SWOT analysis of the company, the 4 P’s, Porter's five forces model and lastly the evaluation of the product portfolio using the BCG matrix.

SWOT Analysis

Conducting a SWOT analysis is essential in determining the position of a Company in the market. The SWOT analysis entails surveying and identifying the internal and external factors that impact the operations of the enterprise either directly or indirectly. Strengths and weakness are classified as internal factors of the company in the cosmetic industry while opportunities and threats are the external factors that the company is subjected to in its operations.One of the strengths of the Almaraicompany is that it is the market leader in the dairy markets in all the GCC countries(Lee et al., 2015).

However one of its weaknesses is that of over depending on the dairy and juices segment of the company. This it does instead of trying to strengthen the other segments which are part of the company too. One of the opportunities that the Almarai Company can exploit is the diversification of its products to reach a larger market as possible and also to go beyond the gulf market and venture into other countries globally. Lastly, one threat that the company faces is the political instability that is witnessed with most countries in the Gulf region. If the instability persists penetrating in the Gulf markets would become hard. Another threat is that of the increased cost feedstock supply which would lead the company to

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