ALMARAI VS BEL GROUP Case Solution & Answer

Robert Fievet, Leon’s son in law, was promoted as the

CEO of the company. Lateron, he was appointed as the company’s chairman in 1941. He served the company till 1996.

The company started distributing its products outside France in 1929, by setting up foreign based plants in UK and Belgium. Bell Group established itself in the US and Moroccan market in the early 1970s and later on in Japan, Syria and China. In 1976, Bell Group acquired SAFR and its subsidiaries. By 1977, it acquired an Italian company later on known as Bel Cademartori. It also acquired Fromagerie Boursin from Unilever.

The company constructed the production unit for The Laughing Cow in ASIA in 2011 and the Mini BabyBel® plant in US in 2013.
In 2005, Bell Group terminated its activities carried out under the Cademartori brand. In 2009, it created a subsidiary in Syria named Bel Syria. In 2015, Bell Group acquired 70% of holdings of Safilait, a cheese company in Morocco.

The differences between Almarai and Bel Group

• Origin and Ownership
Almarai originated in an Arab country where there was it has its influence through traditional and local established customs. It was established through a single person’s vision and accumulated into a modern industry.
The origin of Bell Group in France started as a family business with the business passing from father to son and then the son gradually transformed from the business from family oriented company to established food industry.
• Industry
Both the companies are in the dairy products however,both vary significantly. Bell Group is primarily concerned with the cheese manufacturing and Almarai deals in extensive dairy products which are not confined to the milk and nutritional products.
Almarai is diversified with expanding its business in other markets such as beverages and foods, apart from its dairy products. On the other hand,Bell Group mainly focuses on products related to processed cheese.

• Pricing strategy
Almarai is more focused on making the products low cost in order to provide affordable prices to consumers and thus, it is more concerned towards competitiveness and enhancing its technologies. Bell Group is focused more on the quality of products and brand reputation.

• Brands-worldwide

Almarai is currently dealing in five developed brands and it is providing consumers with quality products namely Almarai, Alyoum, L’usine, 7 Days and Nuralac.
Bell Group has more extensive list of brands on its company’s profile with 30 brands including 5 core brands, which are The Laughing cow, Kiri, Leerdammer, Boursin and mini babybel…………………..

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