Al-Ain Farms and Livestock Production Company - Essay Example

Al Ain Farms and Livestock Production Company Company Foundation Al Ain Farms for Livestock Production Company is a public company formed in 1981 through a directive by the late great Sheikh Zayed Bin Sultan Al Nayhan (“SIAL MIDDLE EAST” 1). The establishment of this company sought to address food security in UAE by making the region self-sufficient in food production (“Al Ain Dairy Farm” 1). The company situates at Ain, Abu Dhabi, United Arab Emirates. Al Ain Farms and Livestock Production Company started its operations with a herd of just 200 milking cows and mandate to provide fresh dairy products, raw milk, and camel products (“Al Ain Dairy Farm” 1). The company comprises of three Al Ain Dairy Farms, which delivers fresh dairy products, raw milk cow, camel products, and fresh chickens and eggs (“Al Ain Dairy Farm” 1). The company is in the food production Industry where it employs between 201-500 employees (“LinkedIn” 1). The company adopts and maintains a commitment to consistent innovation, quality, and freshness (“Al Ain Dairy Farm” 1). Indeed, Al Ain Farms and Livestock Production Company developed a comprehensive Program of corporate social responsibility and sustainable use of environmental resources. Specifically, the company measures and monitors waste, emissions, and water processing levels in consultation with Al Ain Municipality (“Al Ain Dairy Farm” 1). Moreover, the company abhors quality and complies with all national and international quality and safety standards such as HACCP and ISO. Indeed, Al Ain Farms and Livestock Production Company received its ISO 22000 certificate in 2009 (“Al Ain Dairy Farm” 1). It also gained the HACCP certification because of attaining the highest international standards of product hygiene and safety (“LinkedIn” 1). The company focuses on customer satisfaction, quality, safety, and innovation in all its operations. As a result, the company stands out as an award winning company where it continues to receive various consumer and industry awards for its quality and innovation. Specifically, the company received the WCRC "Asia's Most Promising Brand" Award in 2013, UAE Product of the Year award in 2012, BBC Good Food Middle East award in 2011, 2012, and 2013, and the Sheikh Khalifa Excellence Award in 2010 among others (“Al Ain Dairy Farm” 1). The Al Ain Farms and Livestock Production Company witnessed consistent expansion since its inception in 1981 (“LinkedIn” 1). Today, the company has three dairy farms with more than 1000 milking cows and 230 camels, which supply UAE with a wide range of locally produced safe, hygienic, and high quality dairy products (“LinkedIn” 1). Moreover, the company invested in technology and machinery, which makes Al Ain Farms and Livestock Production Company the most modern and efficient processing plant with a high volume capacity for production in UAE (“Al Ain Dairy Farm” 1). Indeed, the company stands out in all aspects as the most successful and prominent dairy company in the UAE. Subsidiaries and Products Al Ain Farms and Livestock Production Company provide a wide range of high quality milk products and juice products in UAE. Specifically, the company offers full fat and low fat dairy products, laban, breakfast drinks and smoothies, and drinking yoghurts (“Al Ain Dairy Farm” 1). The company is initiating a project to offer a complete range of camel milk products, which includes launched six new camel milk variants under the “Camelait” brand of fresh camel milk (“Al Ain Dairy Farm” 1). Al Ain Farms and Livestock Production Company provide long life, nectars, and fresh juices. The company produces a new variety of desserts, which include vanilla and creme caramel & ice cream that come from camel milk (“Al Ain Dairy Farm” 1). More so, Al Ain Farms and Livestock Production Company provide fresh chickens and eggs. Market Share Through innovation, quality production, corporate social responsibility, compliance, and commitment Al Ain Farms and Livestock Production Company managed to establish and maintain a strong market share for three decades (“SIAL MIDDLE EAST” 1). The company achieved this through maintaining a tradition of excellence and by providing the highest quality dairy, juice, yogurt, and deserts that are renowned for its quality and freshness (“SIAL MIDDLE EAST” 1). Indeed, the company stands out as a market leader in delivering healthy products, which meet customer’s needs. In the last three decades, Al Ain Farms and Livestock Production Company have remained to be the most dominant company in the dairy industry. The company leads other companies in market trends and innovation where Al Ain Farms and Livestock Production Company is the most favorite dairy company in UAE (“Al Ain Dairy Farm” 1). The company values and maintains its historical roots and heritage over the years. As the company continues to focus on innovation and expansion, Al Ain Farms and Livestock Production Company will record immense growth and establish wider market network, which will increase the company’s market share. Competitors The farm’s diversity in her products has made it to be extremely competitive and has further put it forefront of dairy production. Al Ain Farms have created an exceptional reputation particularly its association with trust and quality as well as a vital value proposition that has put it on top of the UAE market (“Al Ain Dairy Farm” Web). Additionally, the farm is viewed as the best employer in the industry due to their employment principles. The farm current boasts of its preferred choice position in the dairy product market due to their excellence in customer service, pricing strategy and diversity (“Al Ain Dairy Farm” Web). Some of the farm’s competitors are Al Marmum, Al Rawabi, National Food products, Fujairah, Al Mourouj Dairy, Nadec Dairy, and Al Marai. The farm invests in technology such as camel milking parlor to enhance production and position in the market. Demand for milk products is still very high and Al Ain Farm feels that there is still a market segment that has not been served. It therefore attempts to maintain the competitive edge and enhance her market share by focusing on customer requirements and investing in technology that can meet immediate market demands (“Al Ain Dairy Farm” Web). Generally, Al Ain seems to run own retail banner that is highly aided by her distribution synergies. The company poses as a market leader in the lucrative dairy industry and her investment in research and development has really given it a competitive edge in the industry (“Al Ain Dairy Farm” Web). Management Structure Her technologically advanced employees bring Al Ain Farm’s success from its local community. The farm employs a sound corporate culture with an equal opportunity as well as clear succession plan for her employees starting from her top management to the junior employees that represent a diverse family (“Al Ain Dairy Farm”). The workforce also includes a young talented team that contributes a lot to the farm’s success. Looking at Al Ain management structure, it follows the universal structure starting with the Board of Directors at the top and the junior employees below the structure. The only difference in the structure is the culture employed by the company. The management structure begins with the Board of Directors, followed by the Chief Executive officer and the Chief operating Officer. Currently, the chair of the Board of Directors is Mohammed Saif Al Suwaid and the CEO is Abdullah Saif Al Darmaki. Plant and Factory Manager, Chief Financial Officer, head of Sales, Cow Farm Manager, and Camel Farm Manager, follow the Chief Operating officer. The leadership of Al Ain Farm come from different countries thus representing the diversity in their corporate culture. Works Cited “Al Ain Dairy Farm.” Our Awards. 2013. Web. 30 November 2013. “Al Ain Dairy Farm.” Our History. 2013. Web. 30 November 2013. < http://www.alaindairy.com/en/aboutus/Pages/our-history.aspx> “Al Ain Dairy Farm.” Our Products. 2013. Web. 30 November 2013. “LinkedIn.” Al Ain Farms for livestock Production. 2013. Web. 30 November 2013. “SIAL MIDDLE EAST.” Al Ain Farms for Livestock Products. 2013. Web. 30 November 2013. Read More