Ali Shaihani Food Industries LX.C. was divided in to the, A1 Jufair Food Industry L.L.C., in 1989. It is located in the Al-Wadi Ai-Kabir industrial area and employs a total of200 staff. The company is the producer offarm fresh Potato Chips and Potato &Wheat based pellets in various flavors, in the Sultanate ofOman.

The premier product ofthe company, the "cash-cow" is the chili flavored Potato Chips- "Chips Oman", which is the most popular product ofits kind in the Sultanate ofOman and the entire gulf region.

Each ofthe divisions ofAli Shaihani Group ofIndustries namely:

- Ali Shaihani Juice Filling Industries L.L.C.

- A1 Shaihani Paper Industries.

- A1 Jufair Food Industry L.L.C., and

- Ali Shaihani Company.,

is a Strategic Business Unit (SBU) and it handles a portfolio of brands. They are divided in to the above order based on the nature of the investments in either foods processing with different types ofmachineiy or packaging materials or supplies using paper as the base.

Every division has a dedicated and independent sales team responsible for achieving the milestones agreed with the respective partners. Each SBU also has dedicated functional teams representing Finance, Supply Chain and Trade Marketing - all focused on driving business under independent brands or a corporate brand.

(Source; http://www.alishaihani.net - 2017)

19. What is an SBU? (IMark) What do you think are the product categories in Ali Shaihani &

Company's SBU? (1 Mark)

20. In your opinion using the BCG Matrix how will you classify the four Strategic Business Units of

the Ali Shaihani Group Company? Explain your answer with illustration of the BCG Matrix