Masafi Water Project in the UAE

Table of Contents

Introduction. 1

Company History: 1

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Vision: 1

Mission: 2

Company’s Main Activities. 2

Organization Structure – Internal Value Chain. 4

Conclusion. 5

References. 7


Masafi is one of the main brands in the UAE’s FMCG area and has been related to being a pioneer in the developing scope of its imaginative item offerings. Regarding packaged mineral water, Masafi has been the most looked for after brand in the Gulf and the Middle East for over 35 years (Dhanhani, 2010). Indeed, even since its foundation, Masafi has constantly kept up strict accentuation on development and business brilliance while deciding its development system. The adherence to astounding worldwide benchmarks has been the essential purpose for the colossal accomplishment of the association. This has likewise empowered the association to hold its current purchaser gatherings while producing new shoppers in keeping with its extensive variety of item offerings (Goetsch & Davis, 2014)

Company History:

Masafi was secured in 1976 with starting ventures being made by a paid-up capital of $ 5.5 Million (Goetsch & Davis, 2014). Further ventures made by the organization have been in accordance with the group’s advantage with satisfactory significance being made on the support of association with all the partners of the organization, including accomplices and partners. Throughout the years, the organization has possessed the capacity to make a profoundly powerful circulation arrange by method for which it has possessed the capacity to guarantee sufficient supply of its product in keeping with the requests created in the business sector (José Tarí, 2005). It has likewise strived to keep its types of gear and mechanical framework overhauled according to current principles and this has empowered the organization to constantly meet the current desires of the target buyer portions (Masafi).



The vision of Masafi mirrors its adherence to offering premium product for the accomplishment of better expectations for everyday comforts (José Tarí, 2005).


Masafi endeavors to give premium utility product by method for persistent development and consistent item advancement, and thusly reinforcing its initiative in the FMCG part (Juran & De Feo, 2010). At SC Models we have been listening to our clients’ appeals for ARF planes to suit both electric engines and for bigger Water Products. After dialogs with various producers we are glad to discharge a scope of SC Models (Juran & De Feo, 2010).

Company’s Main Activities

Masafi is a mineral and packaging water organization in the UAE, it began as a generally little organization in 1976 with a capital of around five and a large portion of million dollars and today it is one of the main makers in the fragment of the business sector and has been a pioneer in the business for over 29 years now. Masafi holds its position as a business sector pioneer because of the packed exertion put into the productivity and viability of the inventive showcasing and assembling methods and a ceaseless reinvestment in them which prompts the generation of superb product (Juran & De Feo, 2010). Masafi produces an extensive variety of product, extending from mineral filtered water, juices, seasoned water and facial tissues. Masafi now has a special brand and has market initiative and fame in the bay district because of their imaginative product; the organization has gotten various honors like the ISO 9001:2000 accreditation for its brilliant administration framework and the HACCP (Hazard Analysis Critical Control Point) for its excellent creative product, and acknowledgment from global bodies and industry powers and have been given an indication of support. Masafi additionally puts hugely in imaginative eco-accommodating arrangements both in the mechanical advancement methodology of their product furthermore in the reusing of the jug bundles, from its eco-accommodating PET (Poly Ethylene Terephatalate) bundling to the late presentation of biodegradable plastic wrapper for its containers and tops (Miller, 2012). Masafi’s method is centered on development and business perfection and along these lines has a notoriety of a forward-looking organization. Masafi is isolated into different divisions that indicate in the generation of different product that adjusts to their inventive technique like Masafi juice which creates the organization’s juice range with prevalent flavors like Orange, Tropical, Mango and Apple, it was propelled in May 2006 and has reliably developed with a steady presentation of new extra flavors like Zesty Citrus, Maellow Melon, Soothing Berries, Gracious Apricots, Truly Caribbean and numerous more (Sadikoglu, & Zehir, 2010). Masafi is likewise the business pioneer in the utilization of new mechanical methods in the generation of their product; they were the first to present the hot fill innovation that holds the freshness of the juice for a time of time.

Masafi is focused on ecological preservation. It remain on this basic issue is reflected in its eco-accommodating PET bundling. PET or Poly Ethylene Terephatalate, is a material that has been utilized for a considerable length of time to jug sodas and different nourishments and therapeutic product (Sadikoglu, & Zehir, 2010). The cause of Masafi water lies in a few rich underground springs of Masafi, a hilly area in Ras Al Khaimah, one of the seven Emirates that make up the United Arab Emirates. The regular mineral rich water is bundled at an advanced packaging and assembling office close to the source in Masafi.

As a forward-looking organization Masafi has centered its future on advancement and business incredibleness. The very much prepared PET packaging plant, which can create 34,000 containers every hour, was the first of its kind to be set up in the locale, and mirrors Masafi’s longing to keep pace with innovative advances. Masafi was likewise the first to present mineral and filtered water candy machines in the area. All through its 27-year history, Masafi has put vigorously in activities that advantage the group furthermore helped backer global brandishing occasions held in Dubai including the Dubai Desert Classic golf competition and the ATP tennis titles. Masafi water has been tipsy by top stars like Tiger Woods and Colin Montgomerie and Boris Becker and Martina Hingis. Masafi has likewise produced an association with the universal philanthropic and therapeutic help association, Medècins Sans Frontiéres to help make mindfulness and create stores for exiles far and wide (Sadikoglu, & Zehir, 2010).

Organization Structure – Internal Value Chain


Abdul Aziz Al Ghurair is the executive of Masafi and he accentuation on the improvement of the HR alongside the courses of action of the association by method for which large amounts of greatness may be attained to by the association. The item blend is likewise persistently overhauled in keeping with the progressions in shopper inclination and the motion of the individual target market (Sadikoglu, & Zehir, 2010). The initiative standards of driving change through development and supportable business practices is in accordance with the standards characterized by SC administration standards. By holding fast to strict control measures and SC levels, Masafi has possessed the capacity to keep up successful associations with the customers and this has empowered them to precisely recognize the needs of the purchasers which thus has been useful in the ID of the current business patterns. Subsequently the endeavors of the authority embraced by Masafi are intelligent of the standards secured by SC pioneers. Mamdouh Ali has been with Masafi for as far back as six years, first as Production Manager at the Masafi plant in Ras Al Khaimah before he was set responsible for the production line. He is as of now in charge of all industrial facility operations and executes general supervision of all creation exercises, handles the arranging and usage of new tasks and assessment of the exhibitions of plant staff. He is additionally and is in charge of auditing SC norms (IBWA, ABWA, NSF, WHO, FDA, ISO 9001:2000, HACCP) and for examining the need execution of any new SC gauges as to wellbeing and cleanliness (Juran & De Feo, 2010).

The IBWA SC Models Awards is a yearly occasion of extraordinary prestige inside the worldwide filtered water group, and is sorted out by the International Bottled Water Association to perceive and prize development for exceptional commitments in the field of showcasing and advertising among filtered water organizations and suppliers over the world, and among people in this specific field. Masafi has been the business pioneer for as long as 28 years in the mineral water business in the UAE and GCC states. The organization means to further reinforce its market authority by persistently upgrading the greatness of its extensive variety of product through its dedication to advancement and giving protected and solid drinking water (Juran & De Feo, 2010).


Masafi Co. (L.L.C.) is focused on giving protected and premium SC product and administrations for our clients. Our SC Model Assurance office measures the nature of product and actualizes SC strategies and guidelines. We additionally endeavor to persistently enhance our SC administration framework over the complete worth chain. Crude materials, packaging, bundling, warehousing and purpose of offers operations are ceaselessly checked to guarantee that the most noteworthy SC models and particulars are reliably meet. Tests are gathered from each venture all the time and checked for consistence. Our bundling is intended to help keep up taste and flavor, secure our product amid taking care of, delivery and stockpiling, recognize the item and give essential purchaser data. Every Masafi Co. worker is in charge of fulfilling client necessities and guaranteeing that stipulated approaches and strategies are taken after and stringent SC instruments are met at all times.

ISO 9001:2008 Certificate

Masafi Co. is pleased to hold an ISO 9001:2008 declaration since 22 July 1999, which demonstrates that our SC administration framework has been ensured against a best practice standard and discovered agreeable. The certificate methodology is especially solid on decreasing blunders by recognizing potential mix-ups before they happen and additionally distinguishing past mix-ups and keeping them from repeating. This framework gives huge advantages as far as expense reserve funds and general SC control.


Dhanhani, H. A. G. (2010). Evaluation of the response capability of the United Arab Emirates       (UAE) to the impact of natural hazards.

Goetsch, D. L., & Davis, S. B. (2014). Quality management for organizational excellence.             pearson.

José Tarí, J. (2005). Components of successful total quality management. The TQM        Magazine17(2), 182-194.

Juran, J. M., & De Feo, J. A. (2010). Juran’s quality handbook: the complete guide to performance excellence. McGraw Hill.

Miller, M. K. (2012). ADWEC Winter 2012/2013 Electricity and Water Demand Forecasts.

Sadikoglu, E., & Zehir, C. (2010). Investigating the effects of innovation and employee performance on the relationship between total quality management practices and firm performance: An empirical study of UK firms. International Journal of Production        Economics127(1), 13-26.


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