Strategic Changes – Saudi Ceramic Co.
The Saudi Ceramic Company established by Royal Decree in 1977. Registered in Riyadh, Kingdom of Saudi Arabia. The main activities of the company are the production and sale of ceramic products, water heaters and their components, and the import of the required equipment, machinery and complementary materials. The company’s paid capital is 600 million Saudi riyals which is nearly 160 million dollars. The Saudi Ceramic Company has several ceramic products, including ceramic and porcelain tiles, tile accessories, sanitary ware and their accessories, as well as electric water heaters and bathroom fixtures, including basins, bathtubs, mirrors, mixers, and red bricks. Saudi Ceramic Company is one of the largest manufacturers of tiles in the Kingdom of Saudi Arabia and is one of the oldest and most famous local brands.
Strategic Change Decision
In 2019 Saudi Ceramic decided to establish a new luxury product line called “ORYX” it is basically target a high-income people and how look for a modern design.
Subject of Attention
The strategic decision of Saudi Ceramic to expand to a new market segment become a source of attention because it has failed in sales wise and marketing wise. Due to the brand image, customer of Saudi Ceramic always considers their product as an old fashion and cheap.
Importance of Strategic Change
The new strategy made by Saudi Ceramic is important to the “strategic Management” course because it emphasizes the “Blue-Ocean strategy” in target a new market segment which makes existing competitors irrelevant and enables a business to generate and capture entirely new demand.
Insight
My insight of the ORYX strategy that they didn’t develop the internal environment to keep up with the strategy. I would recommend Saudi Ceramic to increase their customer service quality to meet the new segment standers and exaptation. Additionally, I suggest conducting a marketing campaign to increase the awareness and to position ORYX products in luxury level. Furthermore, since Saudi Ceramic have more resource than other competitive, adopting “Differentiation Strategy” will create a competitive advantage and it will make ORYX product more attractive. In conclusion, ORYX is a step forward to increase profit, but it miss some steps in order to make it more beneficial.
References
Saudi ceramic company. Saudi Ceramics – Tiles, Sanitary Ware, Water Heaters, Bathware, Mixers & Showers, Red Bricks, Bathroom PODS, Industry Minerals. (2021, June 10). https://www.saudiceramics.com/.
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