Market Expansion Essay
Melodena Stephens Balakrishnan
Melodena Stephens Balakrishnan is an Associate Professor (Marketing) in the Faculty of Business and Management, University of Wollongong in Dubai, Dubai, United Arab Emirates.
hashi Kumar Menon, the chief operating ofﬁcer of Al Ain Dairy was at their launch of the new product Long Life Juice in Dubai on 16 July 2010. To a room full of media and interested stakeholders, he explained the company’s upcoming six month plan. Al Ain Diary was UAE’s largest dairy company by market share but now wanted to replicate their success in dairy in both the regional market and the fruit juice market. There were challenges: increasing production capabilities; product innovation …show more content…
Conduct all business with integrity and fairness, and expect the same high standards from reputable and recognised suppliers.
Today normally, 30 per cent of its raw milk is sourced from ten independent local dairy farms. Al Ain Dairy was instrumental in the formation of the UAE Dairy Association in March 2000. This voluntary agreement works towards standardising trade prices for fresh milk,