INB 4930 Internship Project

Introduction

I as a student of Madonna University. I am doing my Bachelors of Business Administration

(BBA) with specialization in International Business. I hereby submit my Internship Project.

This project is based on experience and learning process during my tenure as a Sales &

Marketing Intern in Almarai Company.

The duration of my internship was for 2 month, giving me the opportunity to explore the Sales &

Marketing management of the company.

Internship

An Internship is an opportunity to apply the information you've picked up from your academic

studies in a useful, work environment setting. Internships may be a piece of a formal temporary

position program, yet numerous understudies make their own entry level positions. Research and

volunteer positions can both be a type of temporary jobs. All internship encounters ought to give

introduction to an occupation, industry or vocation field, have an unmistakable reason/center,

also, a particular undertaking for you to finish. They can be for pay, for academic credit

(coordinated through your department) or done on a volunteer premise. You can finish an entry

level position in the summer, fall, and spring or during winter break.

Benefits of Internship

Gain valuable work experience

An entry level position gives the chance to pick up hands on work encounter that you just

can't get in the classroom. First time work seekers and profession changers aren't typically

attractive competitors, yet organizations are willing to prepare them as assistants and give

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INB 4930 Internship Project

them the experience they would need to get a job.

Have an edge in the job market

Businesses are typically more concerned with your work experience than your capabilities

and temporary jobs are frequently the best way to get the work experience you have to secure

a career, so they're a crucial piece of your resume. Numerous executives lean toward or

oblige candidates who have done a temporary job or relevant experience and in a large

number of the more aggressive employment markets it is essential to set you apart from the

others.

Transition into a job

Businesses see assistants as imminent representatives and many finish their internships and

continue working with the company full time. Temporary jobs are the most obvious route for

executives to discover new staff in the US. Consider it a truly long meeting, after which

you've demonstrated that you are a competent and persevering worker. Just as you’re giving

the business and the organization a trial run, they're doing likewise for you.

Decide if this is the right career for you

In case you're not certain if this is the right career for you, doing an entry level position is an

awesome approach to give it a shot. Temporary jobs are usually short-term, so you can test

your future career without committing and find out if it is a career that will satisfy you.

Networking opportunities

Temporary jobs are an incredible approach to meet individuals in your field. Regardless of

the possibility that you have experience, knowing individuals never stings. A temporary job

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INB 4930 Internship Project

permits you to meet individuals who may help you find work later on and give you the

contacts in the business you're attempting to break into. Also, references from individuals in

the business will truly add weight to your application.

Apply classroom knowledge

An entry level position can be seen as the pinnacle of your undergraduate training and give

you the opportunity to utilize the abilities you've adapted in the classroom in a real-world

setting. It's an opportunity to demonstrate the value of your capabilities and to demonstrate

that you can perform in the part you've been given.

Gain confidence

Getting knowledge is an incredible approach to build your confidence. Likewise, in the event

that you have an impressive resume, you will be surer about your possibilities of securing an

occupation. After you've done a temporary job, if a questioner inquires as to whether you

know how to do something, you won't say "um, yes, I think I would have the capacity to do

that" however can say "absolutely" and supplement your assertion with examples.

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INB 4930 Internship Project

Company Profile

Almarai (Arabic for "The Pasture"), was established in Riyadh in the Kingdom of Saudi

Arabia in 1977 as a partnership between the Irish agri-foods pioneer Alastair McGuckian and

his brother Paddy, and Prince Sultan bin Mohammed bin Saud Al Kabeer. Today, Almarai is

the largest vertically integrated dairy company in the world.

Almarai is the biggest dairy foods organization in the GCC region. With its presence

spanning the food supply chain from dairy farms to retail locations, the organization is

likewise the world's leading vertically incorporated dairy processing player. The organization

markets products under the Almarai brand including fresh and long-life dairy products, fruit

juices, cheese and butter, bakery products and some non-dairy food products. As per the

Forbes' Arabia Top 40 Brand list released in October 2006, Almarai was the third-largest

brand in the Arab region.

Almarai's fresh dairy product category is the largest segment, contributing 49.2% to

aggregate sales in 2008, followed by cheese and butter with 20.4%, bakery products with

10.2%, fruit juice with 9.6%, long-life dairy with 9.9%, and Other at 0.6%. Geologically, the

GCC region represents roughly 99% of Almarai's aggregate 2008 revenues, of which KSA

contributes around 69%. The remaining sales are dispersed among the other GCC nations, of

which the UAE and Kuwait are second and third biggest markets (representing 10% and 7%

of aggregate deals, separately, in 2007).

Almarai has a dominant position in its traditional core products such as fresh dairy with a

commanding GCC market share of around 44% and a 59% & 49% market share of the KSA

milk and laban markets respectively. By leveraging its superior brand image, operational

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INB 4930 Internship Project

infrastructure and distribution network, Almarai will continue to gain share in the fresh dairy

market (51% by 2013).

Almarai has the largest and most technologically advanced farms in the region, giving it

market-leading milk yields (12,800 liters per cow vs. average of 8,981 liters in KSA). This,

coupled with ownership of the majority of its extensive operational and distribution facilities,

allows it to serve over 42,000 customers daily throughout the GCC whilst enjoying the

highest operating margins among its peers (20% vs. 6-15%).

Corporate History and Structure

Almarai was built up in 1976 by HH Prince Sultan bin Mohammed bin Saud Al Kabeer. The

organization at first began with preparing of fresh milk and laban on a small scale but

extended its operations by including new dairy products, for example, cheese, butter, and

labneh to its portfolio and by extending its compass to more current areas. The organization

embraced a broad rebuilding and reinvestment practice in the mid-1990s, which empowered

it to replace its decentralized smaller processing plants and farms with bigger and centralized

preparing of plants and super farms.

The aim of the organization was to structure themselves as a low-cost producer so that their

consumers can enjoy high-quality products at an affordable price.

Further, the organization invested continuously in technologically advanced facilities,

expanded capacity and made strategic acquisitions, which positioned it as a leading player

within the GCC’s growing food and beverages sector. In 2005, Almarai moved from being a

privately owned company to a publicly listed company and currently has approximately

70,000 shareholders. The organization made its first sale of stock in August 2005.

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INB 4930 Internship Project

In 2007, Almarai entered the bakery sector by acquiring the Jeddah based western industries

and further in 2009, the construction of a new bakery facility in Al Kharj. Also in 2009,

Almarai included the section of poultry products by the acquisition of Hail Agriculture

Development Company (HADCO) and later launched a poultry brand named as Alyoum, the

organization partnered with PepsiCo. and the launch of a joint venture took place between

the International Dairy and Juice Company.

In 2010, Almarai entered the infant nutrition market. The organization formed the

International Pediatric Nutrition Company (IPNC), a joint venture with Mead Johnson

Nutrition. The infant nutrition products are co-branded under Almarai and Mead Johnson’s

flagship range, Enfa.

At the end of 2012, Almarai's market capitalization exceeded SAR25 billion.

Outside KSA, Almarai operates in Oman and Bahrain through its majority-owned

subsidiaries (Arabian Planet for Trade and Marketing LLC, Oman and Almarai Company

Bahrain W.L.L.). In other GCC countries, the company operates primarily through its

distribution centers set up through Distributor Agency Agreements with local partners.

Egypt, Yemen, and Lebanon together constitute less than 1% of Almarai’s total sales.

Currently the organization offers five brands under its name:

Almarai – This section includes long-life dairy products, fresh yoghurt, desserts, cheese and

natural juices.

Alyoum – This section includes high quality poultry products.

L’usine – This section includes breads, ready-to-eat pastries and other baked confectionaries.

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INB 4930 Internship Project

7Days – This section includes Croissants, Cake Bars, Swiss Rolls, and Wafer Sticks – all

conveniently baked in satisfying portions which are perfect for snacking anytime of the day.

Nurlac – This product is a part of the infant nutrition market.

Almarai’s Values

Adaptable: We are agile and flexible in our work, confidently taking bold decisions that

benefit our stakeholders.

Sharing: We work together as one, openly collaborating and sharing skills & knowledge to

enable our people to be the best.

Passionate: We are proud of the work we do, and strive for exceptional results.

Innovative: We are driven to improve our business every day and to maximize the creative

potential of our people.

Respect: We earn respect by embracing fairness, trust and integrity in all our relationships.

Excellence: We are diligent in our work and consistently deliver the best quality in

everything we do.

Recognition

Almarai was the first dairy farm in to be accredited with ISO 22000. Almarai also received

the ISO 9001-2000, across all its operating divisions namely farming, procurement,

processing, technical research and development, distribution and supply chain.

Community Services

Almarai takes part in charitable donations and sponsorship of occasions supporting social

reasons. In conjunction with the Arab Bureau of Education at the Gulf Cooperation Council,

Almarai supports the Scholastic Excellence Award for Public Education students. The award

recognizes students from all levels of public education throughout the Persian Gulf region for

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their academic achievements. Almarai likewise Awards Scientific Creativity, this award was

launched in association with the King Abdulaziz City for Science and Technology with the

point of empowering scientific research which benefits the general public. Almarai upheld

Bin Baz Charitable Project to help the marriage of couples with restricted means. Other

philanthropic associations upheld by Almarai include: the orphan welfare Society (Ensan),

Down Syndrome Charitable Association (DSCA) and Saudi Autism Organization and the

Saudi Breast Cancer Society (Zahra).

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Overview of the GCC Dairy Market

1. Saudi and UAE dominate GCC dairy sector:

Saudi Arabia and the UAE, the largest and second-largest economies in the region

respectively, dominate the dairy industry in the GCC region. The large population base of the

two countries (80% of the GCC population) and huge investments made on technologically

advanced equipment and dairy processing plants over the past two decades are the main

reasons for this dominance. The prevalence of harsh climatic conditions and insignificant

arable land across the GCC region have led to high dependence on imports of key dairy

inputs such as cattle feed. For dairy producers, the need for additional investment in

temperature-controlled dairy farms aggravates the already challenging operating

environment. However, significant government subsidies, sustained investments on

technologies, and large and centralized operations have helped the sector to not only

withstand this challenging environment but also grow profitably.

The Saudi dairy industry consists of 61 entities ranging from fully integrated dairy

companies to recombining plants. However, three big companies—Almarai, Al-Safi, and

NADEC dominate the sector. Fully integrated dairy companies own farms and produce fresh

milk locally as in the case of the big three, while recombining plants such as Saudi Dairy and

Foodstuff Company (SADAFCO) mainly use imported powder milk.

The dairy market can also be analyzed by product. For Saudi Arabia, I find processed cheese

to be the largest in terms of value, contributing 32% of the total for the major product types.

However, in the UAE, the largest product by value is chilled milk which contributes 30% of

the total value.

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INB 4930 Internship Project

2. Despite difficult market conditions, the dairy sector has performed well:

The market for chilled milk has increased in both Saudi Arabia and the UAE. Growth in the

cheese market also ranged from 5.0–9.0% for the various product variants in the two

countries. Across the two markets, chilled milk registered the largest and the fastest growth

in volumes and cheese is the largest segment in value (USD).

The milk market has achieved growth despite trading in a tough operating environment,

characterized by rising input costs and the inability of companies to pass on price increases to

consumers across the region. Other constraints included intensifying competition and the

government’s decision to not allow companies to increase prices of fresh milk and laban

during 2000–2007. However, the government relaxed its stand in January 2008 and allowed

dairy companies to raise prices of fresh milk from SR3 to SR4 per liter. The price hike is not

adequate enough to counter the rapidly rising input costs and that the dairy industry continues

to operate under significant pressure.

3. Tough operating environment has led to consolidation:

The tough operating environment has resulted in industry consolidation, with larger farms

acquiring the smaller ones. Almarai alone acquired Green Farms Dairies (2005), Al Safwa

Dairies (2006), and Riyadh Dairy Company. The merger of National Dairy Farm and Al-

Reef Dairy in 2003 is yet another example of consolidation.

4. Government support plays major role:

The dairy industry in general in Saudi Arabia has benefited from government support by way

of regulatory and financial assistance. Government subsidies can cover 30% of the cost of

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dairy farm equipment, 50% of the price of irrigation engines and pumps, and 100% of

shipping cost, including airfreight for 50 or more imported cows. However, discussions with

Almarai management indicate that the benefits it derives from any these subsidies is not

significant. The General Silos Flour Mills Organization subsidizes animal feed and the

industry has received financial support from the Saudi Industrial Development Fund.

Elimination of subsidies will take time:

On joining the World Trade Organization (WTO), the Saudi government agreed to reduce

subsidies from SR3.8bn in 2006 to SR3.4bn over a ten-year period and cut import duties on

dairy products. The reduction in subsidy is not significant enough to concern dairy producers

in the region at present; however, a complete phase out of subsidies in future will impact

margins of dairy firms.

Easing trade barriers to increase competition:

The ongoing liberalization in the sector, in line with WTO norms, will increase competition,

going forward. In April 2008, the Saudi Government cut import tariff on dairy products to

5% from 20%, and in May 2008, it eliminated import duty on dairy goods. These measures

will likely lead to increased foreign investments, especially from European and US

companies, as they look for newer markets to counter the slowdown at home, thereby adding

to competition.

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INB 4930 Internship Project

Job Description

During my internship at the Almarai Company, I have taken a shot at various assignments

and activities. Almarai ventures and different exercises can be partitioned into day by day

ordinary employments that connect with office work, and on location activities that would

need to be led at the actual events.

The position of a sales and marketing intern is a compelling, challenging and exceptionally

compensating. The prior duty of such an intern is to promote and increase sales of the

product by various marketing strategies leading to growth of the company in not only figures

but also to be affordable and facing competition in the business world.

Being a very well-known company in the GCC market and affordable to all classes of

consumers made it pretty much easier for the company to maintain its sales figures in the

GCC region.

Responsibilities as a Sales and Marketing Intern

1. Assist in the creation of signage, circulars, mock ups, e-mail campaigns, on line

promotion, etc.

2. Assist with fulfillment of marketing offers

3. Assist with execution of trade shows

4. Assist with the preparation and delivery of training materials

5. Perform analysis of marketing and sales data

6. Seek and analyze competitor marketing and sales materials both on and offline

7. Provide support to social media efforts

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INB 4930 Internship Project

8. Assisting in writing and editing sales and marketing materials, which include articles,

sale sheets, presentations, white papers, and collateral

9. Measure and track responses with current Marketing Campaigns

10. Assist in creating B2B messages for email communication

11. Maintain company portfolio samples.

12. Research target market segments to identify prospects.

13. Develop and execute pre- and post-event communications.

Required Skills and Knowledge

Strong written and verbal communication skills, with extensive knowledge of digital and

social media. Experience with PowerPoint, Word and Excel.

Specific experience writing corporate and marketing communications.

Strong online research and organization skills.

Attention to detail, accuracy and deadlines.

Able to take direction and self-motivate when necessary.

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Application of Theoretical Concepts

Business Communication

As the saying goes, ‘Communication is the key to success’, in that way business

communication helps enhance relationships with clients and help organization in image

building and also by gaining trust and loyalty. Communication is simply a process of

understanding and sharing a meaning. Nowadays, business communications are conducted

through various channels out of which the most important is emails. In order to communicate

through email, a person should have good writing skill and clear communication skills.

Marketing

The reason why marketing is an important concept because it helps companies show is

existence in the competition and the consumer market. Marketing is basically the promotion

of the product in order to increase sales and image building in the market and amongst the

minds of the consumers. A marketing program that gives your company the best chance is a

healthy mix of different forms of marketing, such as website development, public relations,

print and broadcast advertising, design and printing for all print materials, trade shows and

other special events.

Business Economics

Business Economics is a field in applied economics which uses economic theory and

quantitative methods to analyze business enterprises and the factors contributing to the

diversity of organizational structures and the relationships of firms with labor, capital and

product markets. This concept helps a company to Minimize excessive use of resources and

helps in cost efficiency of the company.

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Business Environment

It is extremely important for a company to know the physical, social, economic,

technological and legal factors of the country it is operating in order to flourish in the future

by fulfilling the tastes and preferences of the consumers. Study of business environment is

needed for keeping business flexible and dynamic as per the changes in the environmental

forces, this enables the development of business organization.

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Application of My Major

The major subject which I am studying is international business. International business

basically takes place when a company is operating worldwide and across boundaries.

Companies choose to go international in order to increase sales, enter the global market,

increase their economies of scale and this also helps innovate products and spreads cultures

from country to another.

Going global is quite a challenge for companies in today’s world because of the cultures

existing worldwide which are constantly changing and also because of the cultural

stereotypes and subcultures existing in the world.

Working as a Sales and Marketing Intern, it is one key aspect to promote the product and

increase its sales its order to go international in the global market and increase image

building.

For a business to flourish globally, it is first necessary to succeed locally in order to make its

way in the international business.

The language communicated to globalize your product should always be English first as it is

commonly used.

It is very necessary to evaluate the host country’s culture, technological advancement, taste

& preference of consumers, political situation, etc. in order to expand businesses in other

countries.

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Conclusion

The experience working with Almarai Company has been valuable and nurturing. A valuable

experience on how the business world works and how I can apply my University and High

School College in order to maintain day-to-day activities at workplace indirectly leading to a

motivational career.

Student Internship Role & Advice

1. Skills required as a student intern

Background in Marketing, Communication, non-profit management or other related

discipline.

Strong communication skills.

Proficient in Microsoft Suite Office.

Organized, with an ability to prioritize time-sensitive assignments.

Creative and Flexible.

Familiarity with social networking sites desired, but we will also train.

Interested in the issues equal access to learning resources and generally socially conscious

individual.

Interest in nonprofit management and community development.

2. Experiences as a student intern

How to create a long term social media plan and marketing calendar.

Relationship building with the online community by maintaining Facebook, Twitter,

LinkedIn, and other media accounts.

How to track social media analytics using Hoot Suite and other software, and report results

and new ideas to our marketing team.

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Create compelling content that will be shared by influencers.

Creative feedback and viral loops between our Facebook Page, twitter, and blog accounts

Assist the Director of Social Media Marketing in building and presenting social media

strategy.

Career Potential in this Field

In any business organization, sales is the department that generates revenue. No matter how

good your manufacturing operation is, how cutting-edge your technology is, how tight your

financial goals are or how progressive and forward-thinking your management techniques

are, you must still have a sales mechanism in place, or everything else is useless.

The Sales and Marketing field is a very challenging but also a very core and major

department of a company. The job openings for such fields is always large in number

because of the amount of effort required for a company to grow in the competitive market.

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References

Books:

Henry W. Lane & Martha L. Maznevski. International Management Behavior, Global and

Sustainable Leadership, 7th Ed, 2014.

Steven A. Beebe, Timothy P. Mottest, Business and Professional Communication, Principles and

Skills for Leadership, 2010 Ed.

Websites:

http://www.internships.com/employer/resources/internships/marketing

http://www.almarai.com/en/

http://www.gulfbase.com/ScheduleReports/ALMARAI_12052009.pdf

http://www.entrepreneur.com/article/66014

http://www.i-to-i.com/benefits-of-internship.html

http://careers.uiowa.edu/students/benefits-internship

https://www.internmatch.com/guides/sample-internship-job-description

http://smallbusiness.chron.com/importance-sales-organization-25038.html

http://en.wikipedia.org/wiki/Business_economics

http://en.wikipedia.org/wiki/Almarai

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