Casesit 5 Shay Dubai

Dubai starting own tea brand to test consumer preferences

Shay Dubai

Brand Shay Dubai will be DMCC’s ‘very own signature high-end tea brand’ as per the DMCC statement

Dubai: Dubai is starting its own tea brand, Shay Dubai, to learn what consumers prefer from the beverage.

“This is not to compete with Lipton,” Ahmad Bin Sulayem, executive chairman of state-owned Dubai Multi Commodities Centre, said in an interview at the Global Dubai Tea Forum on Wednesday. “We are trying to understand what the consumer wants.” Shay Dubai will be DMCC’s “very own signature high-end tea brand,” according to a statement distributed at the tea forum.

Shay Dubai tea will be marketed under flavours Khaliji Blend, Dubai Spirit and Arabic Breakfast, according to an advertising panel at the tea forum.

‘Shay Dubai’ has appointed you as the manager and you have to:

1.       Suggest a segmentation and targeting strategy for Shay Dubai.

2.       Recommend addition to the product portfolio.

3.       Recommend Pricing strategies involving

a.       Product mix pricing strategies

b.      Price adjustment strategies

Casesit 4 HR& Compensation

Read the following and answer the question below.

Source : Employee satisfaction

Seventy five per cent of employees worldwide are not committed to their work, reveals an Oxford Strategic Consulting study.

The immediate leader or line-manager (40 per cent) influences employee engagement, followed by individuals’ propensity for enthusiasm and positivity (40 per cent), and the work environment (20 per cent), the research adds. This calls for good employee engagement policies, since 25 per cent of companies with an engaged workforce produce twice as much profit and 22 per cent higher shareholder returns, the study points out.

How can you increase employee engagement in The UAE using your knowledge gained from the compensation management subject?

Practice for a Marketing plan

You work for a multinational organization .Your organization is bringing a new product into the market. (Use other product mix than the given example)

	Application	Explanation
1.	Choose a Convenience product. Give details of the product assortment. (e.g. if the product is bread the product mix can be low salt bread, wheat bread, bread with nuts, Low calories bread, eggless bread. Etc.)
2.	Explain why this product is called Convenience product? (Explain in terms of Time and effort).
3.	In which stage of the lifecycle is this product? Explain why you think so ? a.       Introduction b.      Growth c.       Maturity d.      Decline
4.	Who are the competitors for this product? Name them. Explain why you have identified them as competitors.
5.	Give your product a brand name .Explain why you have chosen this name? Will you choose a.       a family brand name b.      an individual brand name c.       a Manufacturer brand d.      Private brand.
6.	Which place strategy/ Strategies will you choose? a.       Intensive b.      Exclusive c.       Selective Explain why you have chosen the strategy?
7.	Which promotion strategy /Strategies will you choose? Explain why? a.       Personal selling b.      Mass selling                      i.            Advertising                    ii.            Publicity c.       Sales promotion
8.	How will you decide the budget? Explain why? a.       Percentage of sales b.      Objective method
9.	Which pricing strategy/ Strategies will you choose? Explain why? a.       Product Mix Strategy                      i.            Product Line                    ii.            Optional product                   iii.            By product                  iv.            Captive Product                    v.            Product bundling b.      Price adjustment Strategy                      i.            Discounted                    ii.            Segmented                   iii.            Psychological                  iv.            Promotional pricing

Caseit 3 Handicraft Store

PESTLE, International opportunities and Targeting Strategy

You are the owner of a Local Handicraft store in Dubai. [You can give a brief introduction of the products you carry to explain your answer better].

1.       Give reasons why you should consider International Opportunities.

2.       Explain the effect of political and legal environment on your business.

3.       What type of target strategy would you choose and why?

Casesit 2 Fashion Retail

PESTLE, International opportunity & SegmentationFashion retail

You are the owner of a fashion retail store in Dubai. [You can give a brief introduction of the products you carry to explain your answer better].

1.       Give reasons why you should consider International Opportunities.

2.       Explain the effect of technological environment on your business.

3.       What type of segmentation strategy would you choose and why?

Casesit 1 Toy Store