The paper "New Product Opportunity for Al Ghurair in American Market" is a perfect example of a case study on marketing. This presentation is intended to give a full description of the new product (Jena chocolate bar) opportunity for Al Ghurair company consumer foods section in the American market. The company is currently operating in U. A.E but has operations in 20 countries world over. Jenan is the flagship brand of the company. The products are sold in Africa, Asia, and middles east. The study is based on secondary sources of information.
This presentation gives a brief description of the company, general characteristics of its U. A.E market and its current competition and marketing strategy. Finally, the presentation describes the launch strategy in the American market. Brief description of the company Al Ghurair is one of the largest diversified industrial enterprises in the Middle East. The company has been in operation for half a century now, a period in which it has been able to widen its reach to global markets. The company name is largely a U. A.E brand a fact which the company is proud to be associated with.
The company is committed to enhancing life in the communities it serves. The core focus of the company is on foods, construction, resources and properties, printing, retail, and education. The company is based on its native Dubai from where the management directs operations in over 20 countries in four continents. Some of the food-related operations include flour mills in Lebanon, Sudan, Algeria, and Srilanka. The company produces one million packs of noodles every year which can be found in supermarket shelves in North Africa and Asia.
Al Ghurair's reputation and success are based on strong values and unwavering commitment to whatever the company undertakes. Perhaps this explains why the company is a respectable brand in Asia and the world over. The company’ s values statement reiterates its commitment to upholding quality, focus, commitment and unity which have defined the company in the past five decades and will surely guide its growth in the future (Al Ghurair). The company has interests diversified into various sectors and industries which are not necessarily related. As a result, the Al Ghurair boasts of a much-diversified range of products and brands which are available in the U. A.E market and other markets mostly in Asia.
The company has interest in (Al Ghurair): Construction Properties Education Energy Retail Printing and publishing food For the purposes of this research, we shall concentrate on proposing a new product opportunity for Al Ghurairair foods which is the choice of this research work as a range of consumer products by Al Ghurair. Al Ghurair Foods has been in operation since 1976 after the creation of National Flour Mills in Dubai. Since then, the company has been able to diversify its portfolio of food products and ensure presence in over 20 countries around the world.