Marketing competitive strategies: a case study of national aluminium factory in Bahrain

Abstract

This case study was about the National Aluminum Factory (NAF) in Bahrain. The NAF was founded in 1986 as a workshop to assemble aluminium and glass products for windows and doors only. Then in 1997 it has become a factory at a medium-sized owned property. As a result of this extension, the factory provides several fixing services, services in excavation and backfilling, beside iron material assembly. The general manager of NAF currently adopts the cost-leadership strategy. However, this strategy is very difficult to implement for the time being due to the high rate of inflation in the cost of construction materials, and the high cost of operational expenses, beside worker's wages. The other two alternative competitive strategies are differentiation strategy and niche strategy. However, it is uncertain which strategy should be adopted by the factory's manager for the coming two years to defeat competitors and to be the market leader.