Emirates Dates: a case of growth strategy dilemma
Publication date: 24 September 2018
Abstract
Subject area
Strategic marketing, Business strategy, Product diversification strategy and/or Market entry strategy.
Study level/applicability
This case is useful for undergraduate and postgraduate students who are pursuing majors in marketing, business management and/or strategic management.
Case overview
The Emirates Dates Factory commenced operations in 1989 in Ras Al Khaimah, United Arab Emirates (UAE), as a 100 per cent equity held by Mr Abdullah Al Shamsi. Over time, it has become one of the best and renowned factory for date production and processing. Emirates Dates derives its strength from its own plantations in Ras Al Khaimah and Al Ain, as well as from a wide variety of date products that it develops, including date syrup, dates in different packing and stuffed dates. The company seeks to be the leader of dates production and processing in terms of sales. However, the management is facing issues pertaining to determining the area of growth that it should pursue. This case study illustrates the growth options that Emirates Dates could pursue along with its opportunities and challenges that the firm faces.
Expected learning outcomes
This case study expose student to Ansoff growth matrix in general and the application of the market penetration strategy in specific. Accordingly, the case illustrates how one could develop other growth strategies to improve its revenues through product diversification and/or market development.
Supplementary materials
Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
Subject code
CSS 11: Strategy.
Keywords
Acknowledgements
The author wish to thank Mr Abdullah Al Shamsi the owner of Emirates Dates for sharing knowledge, expertise and allowing access to the company’s information. The author would like to acknowledge their contribution in the published case. The case was prepared by the author as a basis for class discussion rather than to illustrate either effective or ineffective handling of an administrative situation. The author may disguise names and other reconcilable information to protect confidentiality.
Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognizable information to protect confidentiality.
Citation
Zamberi Ahmad, S. and Rahim Abu Bakar, A. (2018), "Emirates Dates: a case of growth strategy dilemma", , Vol. 8 No. 3. https://doi.org/10.1108/EEMCS-08-2017-0220
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited