Executive Summary NADA Dairy Company is an affiliate of Al Othman Agriculture Production and Processing Company. The company pursues a market modification strategy aimed at improving its revenue performance. Most NADA products have reached the maturity phase, thus affecting the company’s sales volume. NADA equally pursues a marketing mix modification through increased advertising. The distribution network has been expanded in order to cover a wider market. The company has adopted a Saudization policy within its HR function with a view of incorporating the Saudi culture into its operations and performance. This is proving to be a challenge to the company because it draws its labor force from all the countries it operates in, which include all the GCC member states. The company should consider addressing this challenge by delinking the Saudization from the overall corporate structure. Introduction Al Othman Agriculture Production and Processing Company also referred to as NADA, is a family business that was established in 1982 (Nada, 2013). The company is based in Saudi Arabia’s eastern province and mainly focuses on the production, manufacturing, as well as distribution of fresh dairy, long-life milk, and juice products. Nada has an expansive market for its array of products, which covers a significant area of the Middle East region, including UAE, Kuwait, Qatar, Bahrain, as well as Saudi Arabia itself. This report provides an exclusive description of the company’s business situation and position, including its background, strengths, weaknesses, and its competitive and marketing strategies among other important facts. Company Background Shaikh Mohammed Bin Abdullah Al-Othman founded NADA Dairy in 1982 as a family-owned business entity. His initial assets included 1,000 Friesian cows as well as four tracks that were mainly aimed at providing transport services. Growth and expansion of the business were realized almost immediately as NADA accumulated adequate capacity to sustain the distribution of its products to central Saudi Arabia and Bahrain by 1983. Between 1983 and 1990, the company introduced new brands for its array of products, including Labneh, Laban, Fresh Milk, and Yogurt (Nada, 2013). The year 1991 saw yet another important innovation and development of products when NADA launched a new product of skimmed milk. An expansion of the product portfolio at the firm had not been witnessed until 1993 when NADA launched its first fresh juice product (Nada, 2013). The demand and success recorded by the juice product influenced the company’s management to introduce different flavors for the juice product, including strawberry, mango, and mixed fruit. Other product innovations that have been witnessed at the firm since then include an introduction of fresh flavored milk in 1995, the introduction of NADA long-life milk in 1998, as well as a further introduction of different fruit-flavored milk, including mango and guavas among many other flavors (Nada, 2013). Nature of Company Activities NADA mainly deals with the production and processing of milk and its related products. The company rears its own cows from where the milk is obtained prior to the processing. Self-rearing of the animals implies that