Introduction
Al Rawabi is one of the most popular dairy companies in the United Arab Emirates. This organization collaborates with approximately 13 000 stores all over the country. Indeed, it has some competitors (Unikai Foods, Gulf & Safa Dairies Company, Al Marai, and Al Ain) that provide their clients with similar products. The following paper is intended to present a competitive review of the Al Rawabi Company to identify its key competitors and other positions regarding this question.
Competitive Review
As it is mentioned above, the Al Rawabi Company has several competitors in the territory of the UAE (Benghiat 2013, p. 33). It can be considered that the direct competitors of the organization’s SBU (strategic business unit) are the Gulf & Safa Diaries Company, Unikai Foods, Al Marai, and Al Ain. The competitive positions of the businesses mentioned above imply beneficial offers of their products. Each organization focuses on selling fresh and healthy milk with various organic substances that are aimed at increasing consumers’ immune systems.
Competitive Advantages Assessment
Although there are many similar brands, Al Rawabi has much more advantages than other companies on the local market. It would be proper to state that this business has a broader spectrum of released products (Benghiat 2013, p. 32). Moreover, its employees add vitamin D to their milk and yogurts because this element is essential for people over thirty years old to stimulate the synthesis of certain hormones and increase consumers’ metabolism (Wilson 2017, p. 309). Also, it is necessary to state that Al Rawabi has several quality standards that its employees follow on a regular basis to ensure only high-quality products to their clients. In turn, the Gulf and Safa Dairies Company has more products than other competitors. In addition to milk, yogurt, laban, and juice, it also sells cream, halloumi cheese, labneh, and sour cream. However, Unikai is the most experienced business in the UAE dairy market. The company was found in 1977. Therefore, many clients trust this brand and support the company on a regular basis (Wilson 2017, p. 309). When companies are widely known in some regions, they are likely to be more successful than their competitors until the moment when customers might try items released by other brands that have some innovative ingredients or production formulas.
In turn, the brand of Al Ain also sells came last products. Moreover, this business aims at such factors as customer satisfaction, safety, and high quality of its drinks. It would be proper to mention that clients are attracted to this organization because it has a large history since it was established in 1981. On the other hand, Al Marai has more financial background and opportunities to promote its dairy all over the country. The domestic market is overwhelmed with its juices, yogurts, milk, cream, and other products. Nevertheless, its prices are very high for people who do not have comfortable incomes. In fact, Al Marai organizes various entertaining events for the audience in shopping areas. This strategy makes the brand popular among modern youth and parents who buy different drinks more than other categories of the country’s population.
Perceptual Map
The perceptual map depicted below demonstrates the competitiveness attributes of each brand mentioned above and their positions among one another. Such a diagram visualizes all the information as to the UAE dairy brands’ competition. As can be seen below, Al Rawabi is the most optimal choice for customers. Although it might be high in price, it has a wide range of milk products with additional vitamins.
It becomes evident from the map above that such businesses as Al Rawabi, Unikai, Gulf & Safa Dairies Company, Al Marai, and Al Ain compete on the attributes and features of price and the variety of available products. Sometimes, it is essential to have an extended series of items for sale to satisfy the needs of almost every customer. Moreover, buyers always like to have options when they choose their meal in stores or supermarkets. Al Rawabi appears to position itself towards its target markets by offering its milk products predominately to small retailers (Wilson 2017, p. 312). Although the brand might be seen in large shopping areas as well, it focuses on the local market of the United Arab Emirates. It would be proper to mention that the target market of the Al Rawabi Company consists predominately of children and adults who live in the territories of the UAE. According to Moreno et al. (2014, p. 6170), people who maintain healthy lifestyles tend to buy the products delivered by this business.
In turn, the target market mentioned above prefers the brand of Al Rawabi to other competitors as it is the most common supplier of milk products in the entire country. Therefore, individuals support the company to give it the necessary power to compete with other brands that do not have such ambitious missions and strong values as Al Rawabi. It would be proper to state that the main goal of this business is to develop and produce high-quality dairy products helpful for people who maintain a healthy lifestyle.
Analysis
As Al Rawabi remains one of the biggest dairy and juice products suppliers, it has to meet various quality standards. Otherwise, its employees might be deprived of their rights to work for this company (Moreno et al. 2014, p. 6198). The industry of milk business requires the company’s managers to be responsible for every customer who consumes its products.
Conclusion
Al Rawabi is one of the most common milks and juice brands in the United Arab Emirates. It has several competitors in the local market. Such organizations as Unikai, Gulf & Safa Dairies Company, Al Marai, and Al Ain remain the most serious opponents of the business discussed above. It would be proper to mention that people prefer buying the products of Al Rawabi as its employees focus on adding healthy components to their drinks.
Reference List
Benghiat, L 2013, ‘Desert dairy oasis: management’, The Dairy Mail, vol. 20, no. 10, pp. 32–37.
Moreno, LA, Gottrand, F, Huybrechts, I, Ruiz, JR, Gonzalez-Gross, M & Dehenauw, S 2014, ‘Nutrition and lifestyle in European adolescents: the HELENA (healthy lifestyle in Europe by nutrition in adolescence) study’, Advances in Nutrition: An International Review Journal, vol. 5, no. 5, pp. 6155–6235.
Wilson, RT 2017, ‘Traditional milk processing and value-added dairy products in selected Arab countries’, International Journal of Dairy Technology, vol. 70, no. 3, pp. 307–319.