Premium
Marketing trends and future challenges: A review of dairy industry in S audi A rabia
Author(s) -
Sadi Muhammad A
Publication year - 2014
Publication title -
international journal of dairy technology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.061
H-Index - 53
eISSN - 1471-0307
pISSN - 1364-727X
DOI - 10.1111/1471-0307.12171
Subject(s) - dairy industry , business , consumption (sociology) , quality (philosophy) , production (economics) , marketing , industrial organization , economics , food science , chemistry , social science , philosophy , epistemology , sociology , macroeconomics
This paper reviews the challenges facing the S audi A rabian dairy industry dominated by a few companies engaged in aggressive price war strategies. The key players and the main drivers for milk production and consumption are discussed in detail. The latest developments in the ‘ S audisation’ policy and ‘ N itaqat’ scheme have also affected the quality of the labour force in the industry. The paper concludes that although the future prospects are promising, smaller milk‐producing companies might not survive unless they adopt alternate strategies. The latest push for job replacement with the domestic labour will also create difficulties for dairy firms to produce high quality products at a sustaining labour cost.