Al Ajban Poultry Farm
In 1981, the farm was established and it owns and operates broiler farms producing up to 31,000 tons of feed yearly. Currently, the farm has 150 employees working to meet the farm’s objectives and goals. The organization has invested in high-quality products as a strategy to compete in the poultry farming industries. Additionally, the farm deals with a variety of products ranging from a fresh whole chicken to frozen parts. Al Ajban has been outstanding in sales because of the market-oriented strategies implemented at the management level.
Vision, Mission and Core Values
Al Ajban vision, mission and core values have been crucial in the realization of the organization’s objectives (Blood & Patterson, 2015). The table below shows the illustration;
|To be the poultry supplier of choice in the Middle East and to offer high-quality products||To succeed by being committed to product innovation and superior quality||To be the most trusted name in the field of agriculture in the Middle East region.|
A business model refers to the strategy that the poultry farm uses to increase its revenue from the sale of products. The farm sales affordable and quality products, which attracts buyers from different economic classes. The business model is essential because it suits different categories of customers in the UAE business environment, thus maximizing on profits (Katz & Weaver, 2017). Some of the elements evident in the business model under external issues are customer identification, and the farm has created a demand generation strategy. Other aspects that fall under the category of internal issues are; the farm has room for innovation which contributes to the high-quality products, and it has also established business processes which involve the activities to be undertaken in the farm. Additionally, the farm has hired trained and skilled personnel to work on the farm and has excellent management who make crucial decisions.
Competitor for Al Ajban Farm
Al Ain Poultry Farm is a significant competitor to Al Ajban Poultry Farm. Al Ajban Poultry is better when compared with Al Ain because of its diversification in production, which makes it assured of staying in the market competition. The general environment in the UAE is that there is high consumption of chicken products and other poultry products, especially in urban areas (Blood & Patterson, 2015). There are a variety of external environment issues facing the farm. The organization gives quite satisfactory services. The major competitors for the poultry farm are Al Rawdah and Al Khazana. The farm is also under threat because there is a possibility of new firm entering the market. The farm prefers to use fixed pricing; however, customers bargain. The farm is also affected by social, economic, health and geographical factors.
The social factors include beliefs, customs, practices and behaviours within the environment. For instance, the firm experiences massive losses during the Ramadan season when most Muslims are fasting. In economic factors, the people in rural areas do not have stable incomes; therefore, in most cases, they will bargain, and this leads to a drop in profits. Poultry farming has also been a significant human health risk due to the associated nutritional outcomes, and therefore, the market demand for chicken drops each year gradually. The firm is also disadvantaged because of its geographical location, which makes it hard to reach out to the people in rural areas. The firm has strong customer loyalty because it incorporates bargaining, unlike many other farms which have fixed prices.
Blood, P., & Patterson, A. (2015). Poultry Farming: Al Ajban. Bethlehem, Pa: Sing Out Corp.
Katz, S. H., & Weaver, W. W. (2017). Poultry farming in the UAE. New York: Scribner.