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Al Kabeer BAND OF Companies Marketing Essay

The reason for this individual article is to provide a proposal to Al Kabeer band of Companies would like to increase its readymade food products market.

This report targets planning business strategies which can help Al Kabeer band of companies in understanding the marketplace requirements and increasing its existing market in readymade food products market.

Al - Kabeer band of companies were founded over 30 years ago, the group has start to development into multi dimensional and multi products business level with the special office buildings processing items and frigid storages in over 10 counties. It requires delight in distributing a range over 300 products to 8000 shops.

Mission and Vision

Al - Kabeer, "Good flavour manifests itself in diverse ways". It's the basis of everything we do and every goal we strive for and our obsession quality in the procurement, manufacturing and circulation of the iced foods has helped to determine us as a leader in Middle East of Frozen Industry.

The mission of AL - KABEER Group of companies clearly says that the business is eager to give a good taste of readymade food product to the customer to gratify their needs and would like.

Al - Kabeer band of companies fulfill all kind of customers range which include meat, poultry, sea food, vegetarian products and ready to eat products by providing freshest of meat, poultry, fish, veg, herbal products and spices each one of these things are being used to make their product flavour and quality. And same products like meat and chicken are strictly matching to Islamic (Shahriah). All of the plants which are designed it is international benchmarks with state of art machinery and approved by the ECC.

In this statement, our concentrate will be on making business strategies for Al Kabeer group of companies in understanding the marketplace requirement and extending existing market.

http://www. al-kabeer. com/about. htm


Is to extend its readymade food products market.

To provide unique and various food products.

To improve the quality rather than increasing the profit.

To capitalize the opportunities well in the energetic market.

External and Internal environmental analysis

SWOT Analysis

According to Adams (2005), SWOT evaluation can be used to measure the degree of "fit" between your organization's strategies and its environment and also recommend different ways in which the organization can take advantage of the talents and opportunities and protect itself against weakness & hazards.


It's already well know brand

Competitive price

Our products preferences are unique and special from other companies food product.

Establishment of AL - KABEER brand name in the market help the business in getting customers trust.

The brand recognition rises company's dominance in the neighborhood market.


High competition in market.

High investment is necessary in adding new foods.

Marketing is never free and desire a whole lot of resources and budget.


Increase in employee due to broadening the food product market it will benefit the people those who are looking to work for the business.

The local expansion will help the company in penetrating different unexplored market sectors.

The diversification of company in broadening new food products provides new opportunities and generate increased revenue.


The company must hard work against the competition and develop competitive strategies.

The business procedures are effected by administration regulations. ( Peter & Lucas, 2005)


According to Kotler (1998), PEST analysis is a useful tactical tool used for understanding market growth or drop, business position, potential & course for operations

PESTEL examination is thought as "the analysis of political, economical, socio-cultural, technical, environmental and legal factors which gives a useful starting point to any analysis of the general environment surrounding a business" (Lynch, 2006). Due to the nature of your business, we have decided to conduct PEST analysis rather than PESTEL.


Nation of UAE is mixture of seven and each Condition is ruled by another family.

The federation is ruled by President, Sheikh Khalifa Bin Zayed Al-Nahyan.

The Company will follow all the rules and laws of the UAE business policies.


Currency of UAE is Dirham (DHS).

UAE market is dominates by filled with expatriates.

The progress in economics has fascinated foreign shareholders.


Ethical and religious factors in a few ethnicities internet use is not allowed because of the fact that at some point contents may affect their cultural, moral and cultural believes. So in UAE there won't be any problems in reselling AL -KABEER foods.

National religion is Islam and the population customers are inspired by Islamic guidelines.

Women have equivalent rights.


The technical factor is the most important to your business, as the business enterprise itself is of food industry so there use latest and technical machine to make and also to pack the complete food product. The progress in technology is of great help to our business.


UAE has coastal area attached to Arabian Sea.

The area is mostly sandy desert.

Lack of agriculture and drinking water.


Civil and commercial, in addition to criminal matters are completed by secular courts.

On the other palm family and spiritual disputes are adjudicated by Islamic courts.

All the says are 3rd party having their own administration with somewhat differing rules.

Develop and strategic options

Al Kabeer group to open SR50m Product to meet demand: Dubai based mostly producer of iced foods, Al Kabeer group is likely to start a SR50m (Dhs 48. 9m) place ind Saudi Arabia to capitalize on the Kingdom's hospitality surge.

They were in plan of doing is extension of the business here in Dubai but the director AHMAD KHAN said "We might as well get it done where the market is"

We would meet up with the seasonal demand, especial during Hajjand over summer and winter for Umrah because in this year people about the world comes there and hotels that have appear in Makkah with ready-made heat-n-sever food retailers. So it depends in Jeddah with a 2000 build of creation capacity.

As in last year 2011 AL KABEER exported Dhs250m in foods to Saudi Arabia.

http://www. emiratesfactories. com/industry-news/national/69798/al-kabeer-group-to-open-sr50m-unit-to-meet-demand

Sourcing: It's important that the very first step is in direction of uncompromising quality. The freshest of meats, fish, vegetables, herbal remedies and spices are always used to get excellent flavor and quality. Al - Kabeer group possessed dedicated their factories around the globe, where the finest quality recycleables are sourced, examined at out cutting edge laboratory and subsequently cleared for production.

Processing: Special teams and group is there to take care to ensure that the handling at the factories is done under strict conditions. The plants which we use are designed with international criteria and are made with the latest machinery which is approved by EEC. The United States MILITARY and Australian Quarantine Panel and everything our products are produced with complete adherence to Halal.

Product Range:

Al - Kabeer product range reaches all sorts of palates with one common goal of good taste and healthy product; it offers vegetable, meat, seafoods products and ready -to-eat dishes. We are pleased to advertise the greatest range in the frozen and processed food category in the Middle East.


Mixed Vegetables Green Peas Nice Corn Paneer

Kids Spot:

Burgers Chicken Snacks Zing Chicken Fillets Nuggets France Fries

Snacks Spot:

CK - Fillet & Kofta CK - Tikka & BBQ CK - Jalapeno Sauasages & kebabs Parmesan cheese Sticks

Samosa Planting season Rolls Meat Balls

Ready Meals:

Biryani Chicken breast Pilau Rice Hen Tikka Makhani Parathas

Griller Rooster & Chicken Parts Mutton & Mince

Boneless Meat


Prawns Fish Fillets & Cocktail Shrimps

New Products based on the customer's demands:

Mango, Strawberries, Guava and Chickoo Pulps Felafel & Kibbeh

Fresh Water Fish Marine Fish

Here first we saw those readymade foods in product range where Al- Kabeer group provide to its customers and then we saw few new and unique products which Al - Kabeer group provides to its customers by understanding their demands and needs.

http://www. al-kabeer. com/about. htm

Competitive Scenery: Al - Kabeer Group of companies led the freezing food category in 2010 2010 with a 15% retail value show. In addition to have an established consumer basic for its product and competitive costing, the company persisted to benefit from its wider product platform that attended to local and local specialties.

Company strategy: Al - Kabeer Group has a strategy is to provide with their customers an excellent and a testy product somewhat than earning advanced of revenue. By interacting in frozen foods, the customers have to be offered with quality foods concerning flavour and healthy.

Customer Strategy: The client strategy deals with customer satisfaction and expectation. The client needs reliable and quality service which is provided by the company.

Competitor strategy: In present world of high competition, the industry needs to be more competitive. So here Al - Kabeer Group of companies need to strive hard to earn competitive benefits. Because the industry can succeed over its competitor when you are unique and creating a competitive gain. Customers mainly choose good quality products at competitive prices. New entrants to the industry make an effort to decrease the profit percentage of the prevailing ones. So Al - Kabeer should make an effort to be unique so that they can be easily differentiated from the challengers.

Strategic options:

Strategy A - "To introduce and sell new iced food products in line with the customers demands and market requirement" Customer needs preserves on changing, so Al - Kabeer can keep on changing their frozen food product according to the clients need and wants.


Earning competitive edge will generate and boost the reputation Al - Kabeer Group of companies

More customers.


Exceeding customer anticipations.

Fulfilling customers need.


Earning a competitive advantage requires.

High expenses involved.

Time consuming

Strategy B - To broaden the product worldwide.


Well know in local market.

Can increase sales.

Competitive price.


Customers may well not like it.

High competition.

High bills involved

Time consuming.

In order to know about customer changing needs and changing fashion requires expenditure to do research on it.

Selecting strategy

I would prefer the Strategy-A which is, "To add and sell new iced food products based on the customers' needs and market requirement"

Sales of frozen food products are growing day by day anticipated to globalization and society; people prefer more healthy scrumptious and unique readymade products and ready-to-eat products. So Al - Kabeer are increasing day by day creating high competition. People usually want to go for high quality, unique, healthy and tasty readymade foods at competitive prices. Thus, Al - Kabeer must be highly competitive to be able to get more customers and become a successful in expanding their readymade foods market. A competitive edge can help Al - Kabeer in getting vast reach coverage and increase the technology of revenue.

For implementing this course of action Al - Kabeer Band of companies top professionals want to do planning for it. Either they organize a meeting or they just make ideas and send them to their subordinates to implement them but an effective planning is required about how to bring in and providing their new product in market. After planning has been done, arranging should be done that how to bring in and selling their new product in market, and the management should stimulate and encourage the staff well also. Full desire and devotion of employees as well as management is required in it. Now after the plan has been placed into managing process, the management or any other top level person should lead the program to put into action it efficiently.

Now after leading, the management should also control that if the solution/ substitute is rightly implemented or no.


From the complete analysis, it can be easily figured Al Kabeer Group can certainly start to grow its readymade food products market because the Kabeer group has recently high reputation and well known for quality company. The thought of widening its existing market will be highly beneficial and successful and it'll lead to high profits.

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