THE REPORT
Expansion plan for selling Almarai’s products in the United Kingdom and eventually across Europe

1. Introduction
This document is a report prepared to highlight the marketing plan to expand the markets of Almarai to the United Kingdom and eventually across Europe. This report also is intended to demonstrate factual statistics of the marketing position of Almarai in the Arab and how strategically the researcher purposely plan to go about it.
According to the annual report 2014 of Almarai, the company’s mission is to provide high quality and nutritious food, beverage products that enrich our consumers’ lives every day. Almarai is the consumer’s preferred choice in the Arab World by providing superior products that best meet the market’s specific needs.

1.1 The essence of Almarai’s business comes from automated production facilities, high-volume logistics and regular distribution to the key retail outlets in the Kingdom and Gulf Cooperation Council (The Report: Emerging Saudi Arabia 2007). The report also mentioned that Almarai is the largest integrated dairy company in the world, with a well-recognised brand that was ranked number three (3) in the Forbes magazine.

1.2 Furthermore the overall strategic plan as mentioned in the 2014 annual report of Almarai stipulated that the focus of Almarai was continued improvement and growth. The implementation of Almarai’s strategic plan 2014 saw an accelerated growth in sales powered by the Dairy, Juice and Poultry product categories and by the company’s joint venture sales of International Diary and Juice (IDJ), in Egypt and Jordan. This strategic plan aims at maintaining the margin growth at each category level in all geographies, by leveraging innovation and renovation capabilities and achieving economies of scale that results in lower overhead growth.
1.3 The main focussed areas to exploit are
1.3.1