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Author Al Ali, Hayyah, author

Title A tough decision for equestrian business : the case of Mandara Equestrian Club / Hayyah Al Ali (Department of Management, College of Business, Abu Dhabi University, Abu Dhabi, United Arab Emirates), and Syed Zamberi Ahmad (Department of Management, College of Business Administration, Abu Dhabi University, Abu Dhabi, United Arab Emirates)
Published Bingley, U.K. : Emerald Publishing Limited, 2020
Online access available from:
Emerald Emerging Markets    View Resource Record  


Description 1 online resource (1 pages) : 23 illustrations ; cm
Series Emerald emerging markets case studies, 2045-0621 ; volume 10, issue 1
Notes This case study focuses on basic business approaches in the decision-making by considering owners and stakeholders perspective in highlighting the related issues in customer service, marketing (marketing mix and product mix), strategy, business management and operational management of the sport business in the private sector of Abu Dhabi. At the end of this exercise, students should have a clear consideration of the following: understanding of the equestrian business products and services elements, description of the marketing mix the equestrian business products and services elements, definition of the product mix approach of the marketing mix in equestrian business management, distinguishing needs of product mix alternative decisions approach in equestrian business management in the private sector and labeling of two main customer services based issues and propose a solution using product mix alternatives approaches (expand/eliminate)
Mandara Equestrian Club (MEC) was the culmination of a dream for Faysal Urfali, a Lebanese entrepreneur, and his wife, who lived in (and loved) United Arab Emirates (UAE) for more than 20 years ago. The dream started in 2012, when the Urfali family was vacationing in Spain. They fell in love with the Arabian breed of horses, famous for their wide, flat forehead, soulful eyes, broad muzzle, erect ears, slender neck and flowing, shining mane. Arabian horses are also renowned for their beauty, loyalty, strength and intelligence. Arabian horses are an intrinsic part of Arabian tradition and heritage, always described in Arabic literature as a sign of pride, courage and dignity, in recitation legends of wars. The Urafalis did not have experience with horses during that period, but that did not stop them from starting an equine business in the UAE, specifically in the Emirate of Abu Dhabi. Urfali started MEC in Al Rahba City, a small town in the north site of Abu Dhabi, the Capital of UAE. At its inception in 2013, MEC was open only for private use. In 2014, Urfali decided to open the club to the public due to high demand from visitors and horses lovers who were visiting the place to see the horses and request horse rides. MEC carries forward Urfalis passion for Arabian horses, as it specializes in the care and training of show horses. MEC also offers other equine activities and services for both horse owners and horseback riders. In early 2019, Urfali conducted a meeting to assess MECs financial statements and discuss daily business operations. The meeting determined that the club was facing several business challenges to address which, it needs some substantial changes in order to maintain its smooth-functioning. Challenges the club faced involved customer relationship management, customer attraction and skill shortages in the industry. Urfali understood that focusing on MEC as a business operation means raising the marker of success to more than just the fulfillment of a dream. Will MEC be able to keep its focus with such changes?
Undergraduate students majoring in Business Management, Marketing and Strategic Management
Teaching notes are available upon request
Bibliography Includes bibliographical references and index
Notes Print version record
Subject Marketing -- United Arab Emirates
Horse industry -- United Arab Emirates -- Decision making
Equestrian centers -- United Arab Emirates
Business & Economics -- Marketing -- General.
Sales & marketing.
Form Electronic book
Author Ahmad, Syed Zamberi, author