Marketing

Case study |

Alshaya: The House of Brands |

Assignment 1 |

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Haneen Suleiman -20141028 |

2/7/2016 |

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Introduction

Alshaya group is a Middle Eastern, family-owned business, which was founded in Kuwait in 1890. Nowadays they are one of the biggest groups in the middles east where they own business is retail, real estate, construction, hotels, automotive and general trading and more.

Alshaya Retail, started its first international franchise relationship in 1983 with the opening of the first Mothercare store. From there they grew and as of today they have more than 70 brand partnerships that have over 2,800 stores where 44,000 people are employed.

When it comes to management and structure Alshaya group excel in that aspect. Their retail division is organized to support both the business and the brand partners. The management is based on internationally recognized models whilst allowing for cultural adaptability and regional flexibility.

Each brand has its own team, which includes Business Directors, Brand Managers and Operations Managers. They are in charge of keeping with the franchise partner framework, and in line with Alshaya's retail strategy.

The goal for Alshaya’s group is to build strong and effective business partnerships built on trust, integrity and mutual benefit

1. Choose one of Alshaya brands. What are the core, actual and augmented product benefits of the brand?

According to Armestrock concept there are three Product levels. This concept comes to practice when the product in the final stage where you need to analyze a product. The product is divided into three levels that can help in targeting, positioning or segmenting your product.

The Product benefits can be classified into three levels; Core, Actual and Augmented.

As mentioned earlier the Alshaya group manages over 70 brands and most of these brands are powerful and well positioned.

Starbucks is one of the most well-known brands of Alshaya group, in...