Royal Fruits Co. (RFC). RFC a member of Al-Kuhailan Al-Arab Group, RFC is one of the major market leaders in the supply of Fresh Fruits with market knowledge of +30 years. It delivers fruits to all sales segments.
Key Responsibilities: Working jointly and in parallel with the company’s Executive Manager.
-Setting up the company’s strategic objectives, preparing 5 years business plan and formulating the annual budget to reach the target.
-Setting up action plans to increase market share and profitability of existing and new branches in line with analyzing competitors’ activities and market trends. -Review and amendments the work flow process & procedures to ease off the operation. -Setting up periodic review with Departments’ Head and recommending improvements on the working methods.
-Support the EM to evaluate factors affecting the market planning, such as economic climate, competitive atmosphere, sales trend and legislative actions.
-Responsible for evaluating operational results and revise and implement new strategies.
-Support EM in building a strong business relationship with leading suppliers to gain their support in some marketing activities. Key Achievements:
-Opening two new branches Medina/Yanbu with upcoming Riyadh Branch to increase market share.
-Within three months of new branches opening, RFC operational cost percentage had a 5% reduction. -Undergoing to open RFC 1st retail shop for “Fresh Produce Products”, this will increase our profits margin and improve our cash flow.
-Since we are dealing with perishable products, it was very important to have a smooth supply chain especially during peak seasons thru a strong co-partner relationship with suppliers.
Initialized the company set up for the RFC factory that was established as a foreign investment company in 2010 to move with the markets’ trend to fulfill the need of the consumer and businesses for ready to eat pre-cut fruits&vegetables. RFFC was operational after 9 months of joining the company.

 Successfully set up the factory and started production three months ahead of schedule.
 Defined the marketing strategy and directed the design team to produce in accordance with it.
 Directed the production team that comprised 34 employees and produced three collections per year.  Negotiated and concluded distribution agreements with four foreign companies.

 Involved in dealing with around 65 suppliers with 80% of international companies.
 Tasked to develop close working relations with selected strategic suppliers to ensure continued efficiency and improve future trading terms.  Succeeded in reducing production down time by approximately one third and improving quality to meet the standards of the international franchisee.  Sales volume of the main franchise products rose by 30% in 2000 by analyzing the firm’s competitive advantages and building a marketing strategy by creating a marketing mix that met customer needs.  Achieved the primary objective of the company to acquire the minimum amount of stock to ensure smooth and uninterrupted production, sales, and timely deliveries.

 Heading and managing a team of over 150 members and reporting to the group's MD
 Entrusted with the responsibility of formulating the annual business plan and budget in line with the company’s strategic direction, and devise/implement the plan to reach the target.
 Involved in planning the marketing and promotional activities to enhance the image and increase sales in co-ordination with the corporate marketing function.
 Developing and integrating plans to optimize market share and profitability of existing and new product lines. Analyzing the process & procedures to bring cost reduction and co-operate with other Group entities on the matter.  Analyzing competitive activity, market conditions, marketing plans and ability to meet expectations.
 Involved in developing of the organization on need basis, continuity of manpower, annual and long-range profit performance plans and budget expectations.
 Assigned responsibility of periodic reviews and checks the working methods of the Departments’ Head against pre-set standards and recommend improvements.
 Guiding and directing the sales and distribution to achieve optimum distribution and exposure of products.
 Evaluates factors affecting the market planning, such as economic climate, employment situation, competitive atmosphere, sales trend and legislative actions.
 Responsible for evaluating operational results and revise and implement new strategies.
 Entrusted with the responsibility of acquiring the needed material, supplies, services, and equipment of the right quality at competitive prices with the right vendor or supplier at the appropriate time.  Involved in building a strong business relationship with leading companies nationally and internationally to co-pack their products in our plant i.e. Saudi Catering, Mc. Donald's, Almarai, Panda, Al Alali, Subway etc.  Associated with the Chief Accountant to prepare the Financial Plan, and to maintain a continuously positive cash flow.