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Emirates Industry for Camel Milk & Products (EICMP), also known as Camelicious, is a pioneering UAE company in the field of camel milk production. First, its modern technology going in line with ISO and EU standards provides customers with the healthy product that benefit even diabetics (Luxner, 2014). Second, the elaborated supply chain, particularly, Waitrose supermarkets ensure the high rate of demand. Third, the relatively competitive costs also benefit to success of Camelicious.
Moreover, the international expansion, for instance, into UK or Europe markets offers new grounds for the growth of the company. Currently, the company’s products are also exported to Kuwait, Austria, Jordan, and Malaysia (Emirates Industry for Camel Milk & Products, n.d.). The variety of production that comprises plain, saffron, chocolate, and strawberry tastes as well as Camelicious chocolate enlarges the target audience attracting both adults and children.
Additionally, the product design, in particular, middle-sized bottles with the enjoyable emblem of a cartoon camel with sunglasses is a perfect driving force of the company that will grab the customers’ attention by its uniqueness. Finally, the company values its employees ensuring their safety and communication. According to Luxner (2014), “the ones who do not speak English take classes” (para. 21). It confirms that the company takes responsibility for its employees.
Despite the listed strengths, the company possesses a number of weaknesses. The lack of the strong and developed online market decreases the customers’ attention in the framework of globalization, when each business tries to design online store in order to meet clients’ expectations. Besides, Camelicious’ weak brand deprives it of the opportunity to set the equal prices with competitors.
Although camel milk is undoubtedly health-giving product, the fact that it is widely known only in the Middle East might create some resistance on the global market. Seeing that Camelicious is a pioneer company in the production of camel milk products, it is almost impossible to predict and prevent all the potential pitfalls that are likely to realize for more traditional businesses.
Among EICMP opportunities, one might pinpoint the fact that it offers a revolutionary product for the international market while the latter is also might be regarded to as an opportunity. Taking into account that camel milk is a non-traditional product for the most of the world, its chances of success becomes even greater (Emirates Industry for Camel Milk & Products, n.d.).
Besides, the expansion into emerging markets seems to be beneficial due to the fast-growing potential of the latter (Luxner, 2014). Therefore, new markets represent the great chances to enhance the company’s performance and increase its profits. Also, Camelicious possesses the opportunity to enter cosmetics and pharmaceutical industries as the health-improving qualities of camel milk are definitely great.
Speaking of the threats to Camelicious, it is crucial to emphasize the fluctuating economy of the modern world. In this regard, volatile costs along with volatile revenues present considerable risks. The mentioned issues might affect planning, investments, and, as a result, delays in the decision-making. Consequently, the whole operation of the company might be violated.
What is more, the emergence of substitute products might significantly reduce the competitiveness of the company as customers’ can easily change their preferences. Furthermore, the fail to correspond to the declared standards, for instance, due to the camels’ disease or any other obstacle might lead to the decreased customers’ loyalty or even a ban on the production.
Luxner, L. (2014). Dubai’s Camelicious sees potential European, US market for camel milk.