Introduction Al Rawabi Dairies was established in Al Khawaneej in Dubai, the United Arab Emirates, in 1989. Since its establishment, the firm has experienced impressive growth in the market because of its effective management and marketing strategies. This dairy farm started production with only 500 Friesian and Holstein cows in 1989. Currently, the firm has over 10,000 cows of different breeds, and the prospects of growth are still high (International Business Publications, 2013). Locally, the firm sells its products in all parts of the country. It has also expanded its operations to other GCC countries such as Oman and Qatar. The firm sells its dairy products in 14 different flavors in the local and regional markets. Its products are packed in different sizes and in different containers to meet the needs of its customers in the best way possible. For the time that this firm has been in the market, it has been able to master the needs of the local clients. It has come up with products that meet these local needs in a special way. It has also developed marketing strategies that reflect the local environmental forces. It is important to note that the market has a number of challenges that this firm has been struggling to manage. One such challenge is the stiff market competition in the local and regional markets. The high temperatures in the region make the dairy industry one of the most lucrative ones in the region. As such, it has attracted numerous firms that compete for the same market. In order to understand how this firm has been dealing with these market forces, it is necessary to conduct a SWOT and TOWS analysis. SWOT Analysis Strength Al Rawabi Dairies has a number of factors which act as its strength in this highly competitive market. This firm has been in operation in the local market for over the last 25 years. It means that it has a vast experience in this market hence has a better knowledge of how to deal with the local market forces. The products that this firm offers are healthy and recommended by medical experts. This has increased their popularity in the market. This company also has a team of highly dedicated employees who share the vision of the firm. Their commitment to the firm has helped in promoting creativity and innovation at Al Rawabi Diaries (Ferrell & Hartline, 2014). The marketing unit of this firm has created a unique customer relations unit that deals with all the concerns of this firm. This unit has maintained close communication with the customers to help the firm understand the changing market tastes, customer concerns, or any other relevant issues that affect their normal operations. The efficiency in the operations of the firm is also unique. The management has installed state-of-the-art technologies to help in milking, chilling, homogenizing, and pasteurizing the milk in a way that ensures that the protein and all other nutrients are retained in the final product. The firm has also come up with innovative ways of packing its products in different amounts and in different containers suitable for the different target audiences. Its regular corporate social responsibility (CSR) activities have helped it to promote awareness of its brand in the market. Currently, it is one of the most popular brands in the market (Vuong, 2013). Weaknesses Al Rawabi Dairies is faced with a number of