Dimara International Company — SME Case Study (UAE)

Dimara International Company is a multifaceted company that establishes and produces hospitality

solutions and goods. The firm has three different groups

procurement of projects for hotel projects, introduction of fashionable brands into the concept of hospitality, and its complete production facility. Even though the company is expanding its scope, its overall operations and commitment to customers remain unchanged. The company was founded in 2005 and quickly became a reputed business in the hospitality industry. The company carries the highest level of quality in the hospitality and health sectors in the entire region of North Africa and the Middle East. The company is headquartered in Dubai.

Dimara International Company Mission of the Company The company has a mission statement, “to promote healthy living through a unique and intense focus on well-being through refined luxury, pure ingredients, and natural methods.” The company wants to obtain this mission by following core values such as innovative passion, professionalism, exceptional service, and transparency.

Vision of the Company The vision of the company is “to grow and maintain our status as the leading provider for body care amenities, bed and bath linen, and soft furnishings products in the Middle East region.” Team and Organization Structure The chief executive officer of the company is Mohamed Sharif Ali Zarooni, and Farah Aslam works as managing director. Under senior management, there are two operations managers, an accounts manager (Muhammed Shan) and a purchase manager (Allan Payumo). Then the structure has five sales and project managers as well, including a brand manager (Suana Zekic), a senior project manager (Reina J. Largo), a project manager (Barkha Malhotra), a sales manager OS&E (Hoda El Yamany), and a marketing executive (Malay S. Raval). According to my understanding, the company is operating as a line organization structure, which is illustrated in the

following figure (Figure 1)

CEO Manager Production Foreman (Fabrication) Foreman (Assembly) Manager Marketing Sales Officer (A) Sales Officer (B) Salespersons Salespersons Workers Workers Figure 1: Dimara Organization Structure Restructure or Changes During COVID-19 During the pandemic, the company needed to continue its operations but follow all health measures. Since it engages in hospitality services, the company decided to provide health care products such as safety kits and personal hygiene kits.

s The company operates in various categories such as trucks and trolleys, guest room supplies, bed linen, guest room accessories, bath linen, F and B linen, bespoke, baby amenities, spa supplies, etc.

A business strategy is important for companies to gain expansion or growth in their strategic positioning. The company has a clear set of methodologies, plans, and goals to achieve in a particular market, along with various products or services. Dimara International Company operates in hospitality service, which evolves regularly.

Therefore, the company selected a differentiation strategy to gain a competitive advantage in the market, providing unique and high-quality products or services to clients.

An operational strategy is related to the actions companies use to obtain their goals or objectives. The company has an objective to become a leading service provider in the hospitality industry. To achieve that target, a customer-driven strategy is implied within the company so that it can meet the needs of customers through their operations. Secondly, the company applies core competency development to its operation strategy, which has enabled it to gain product development, customer satisfaction, and establish good relationships with stakeholders.

A marketing strategy has become one of the most important parts of any present business. The company has properly used various marketing strategies, such as social media or viral marketing (presence on Instagram, Facebook, and LinkedIn, etc.), paid marketing, Internet marketing, cause marketing (involvement in CSR), word-of-mouth, etc.

Challenges to the Company and Best Successful Practices Since the business has an Emirate origin, the company faced some challenges at first because it was not easy to win the trust of customers. People are more comfortable buying products from western companies, and they have developed a prejudice that Emiratis do not give concern to various things. The company had to prove to customers that it cares about all products, the needs of customers, and the business. It was a challenge that was present in the past, but the company managed to overcome that barrier. It was able to overcome this issue by properly handling the workload between employees and providing enough information to customers so that scrutiny could be avoided. It is one of the most successful practices of the company, making it one of the fastest-growing SMEs in the UAE. It developed a perfect marketing plan after conducting proper marketing research, and used resources to obtain defined goals. Furthermore, it used a trial-and-error practice to learn every detail about business, products, and the industry.

Overcoming Challenges The company faced scrutiny and trust issues from buyers regarding commitment to customer satisfaction.

To overcome this, the company should use an effective marketing plan to properly deliver information about its operations, products, and customer services. When the company gains brand positioning in the market, it becomes easier for it to earn loyalty and trust from customers. Furthermore, the company should invest in corporate social responsibility (CSR) to show its commitment towards the social well-being of the entire society. Through such tactics, the company would able to gain a high level of loyalty and brand positioning.

Growth of the Company The company started in 2005 and has reached an annual revenue of $16 million US dollars. The company placed 71 in 2011, and reached 6th place in 2013 in terms of successful initiatives.

Now the company looks to expand since it has established itself strongly in the market. The company can use various expansion strategies such as market development, product development, and diversification.

Through diversification, the company can look to be innovative in product categories and introduce itself in the new market.

¡ How to evaluate business and operational strategies ¡ To have a diverse and effective mission and vision statement ¡ How to identify challenges and solutions to overcome them ¡ How to assess a marketing plan and devise a

marketing strategy

Dimara International Company is a multifaceted company that establishes and produces hospitality solutions and goods. The company has an organizational structure and follows a differentiation strategy as its business strategy.

In the beginning, the company faced scrutiny and trust issues from customers, but effective marketing helped it to overcome such challenges. The company should look to expand and introduce new products in the newer market. This assignment has helped me to learn various lessons including the assessment of a marketing plan, establishing marketing tactics, and identifying challenges and solutions to be overcome.

Case Study Questions

• Was the investment of the company in the marketing

plan beneficial?

• Should the company look into market expansion?
• Were there any other challenges present for the

company at the start?

• Is the mission and vision statement necessary for

showing the basic function of the company?

• Should the company change its organizational structure?