By: MahmoudQawider Instructor Dr.
By: Mahmoud Qawider Instructor Dr:EzzElarab M.Elawoor
About Almarai: Almarai is the largest integrated dairy foods company in the world, with a reputation for quality that is unmatched within the gulf countries in which we operate. We're a company committed to healthy living, and to delivering only the freshest and most delicious products to the people we care most about - our customers. Almarai began in 1976 under the leadership of HH Prince Sultan bin Mohammed bin Saud Al Kabeer, as it remains to this day. His Highness recognized the potential to transform traditional methods of dairy farming to serve the needs of the rapidly expanding Saudi market; and what began with the processing of fresh milk and laban soon expanded into modern dairy farms and state-of-the-art processing facilities
History A long commitment to quality and freshness! Almarai means 'green pastures' in Arabic, a name that has now become synonymous with freshness, quality and service across the Middle East. The Almarai success story began in 1976, when HH Prince Sultan bin Mohammed bin Saud Al Kabeer recognized the potential to transform traditional dairy farming in Saudi Arabia in order to meet the needs of a burgeoning domestic market. Under his visionary guidance and patronage, numerous agricultural projects were developed towards achieving this objective, and what began with the processing of fresh milk and laban soon expanded into modern dairy farms and state-of-the-art processing plants. . .
Mission Statement : Vision StatementTo be the preferred choice in food products, promoting nutrition, health and well being in the GCC. Mission StatementAlmarai will constantly exceed consumer expectations by providing the highest quality food products and superior customer services through continuous development and investment in its human and technical resources.
Quality Statement Almarai is committed to quality - providing products and services that continually satisfy consumer expectations and maintain our competitiveadvantage.
Personal & Admin : Working together to the benefit of allAlmarai recognizes that the achievement of the organization depends on the quality, effort and co-operation of its employees. We have a responsibility towards they employees to provide a high standard of employment and working conditions, to treat employees fairly and equitably and to provide them with opportunities to help them develop and achieve a sense of satisfaction from their work.
Personal & Admin : In each of the operating divisions there are dedicated human resources professionals who assist divisional line managers in the management and development of our staff. At a corporate level this department is responsible for the compilation and interpretation of policy in relation to the recruitment, retention and development of company-wide human resources, in addition to a number of people-related administrative activities. If you are interested in a career with an organization which is customer focused, innovative and values continuous learning and improvement, then Almarai is the place for you.
Processing: Prior to 1996 the company operated four fresh dairy processing plants and a cheese-blending plant. An additional pilot project plant generating 70,000 liters per day was used for new product development. The plants were located in Jeddah on the Red Sea coast, KhamisMushayt in the south west highland region, Al Kharj approximately 100 kilometers south of Riyadh in the Central Province and one farm-based plant approximately 150 kilometers from Dammam on the Arabian Gulf.
Marketing & Sales : Almarai is one of the best-loved and trusted brands across the GCC. This trust has been built up over the past three decades, but it is not something we take for granted. Almarai basically signifies 'Green Pastries' which essentially connectes 'freshness' an aspect which is the cornerstone of one brand's strength.We recognize the importance of maintaining the confidence of our consumers and we place great emphasis on continuous research and product innovation to ensure we provide our customers with the products they want and the quality and value for money they expect.We divide our marketing efforts into three main product categories: Beverages (juices & dairy Liquids such as milk & laban), Pots (Yoghurts, Ready-To-Eat Desserts, Labneh, Ghiste and Sterilised Cream) and Foods (Cheese, Butter, Ghee and tomato paste).
Marketing & Sales : The company is market leader and holds approximately 50% of the GCC Fresh Milk market. An emphasis has been placed on the expansion of the product portfolio through segmentation and extension into new product lines.Throughout the region Almarai is viewed as an innovator in the area of marketing, and has led the way in original promotion and advertising campaigns. The brand has been supported vigorously over the years through all key media and means of promotion. We have a continuous program that lets our consumers know of our latest product offerings through the use of outdoor advertising, in-store promotions and other traditional marketing techniques.