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Al Jazirah: The Genius Inventor Essay


Air conditioning is one of the most crucial appliances in almost all homes and businesses in the Arab world. The Saudi Arabian climate can be characterized as a desert climate, with wide fluctuations in a day and night temperatures. The climate is typified by high temperature in the summer, often rising 45 degrees Celsius or more, while in spring and autumn, the average temperature is around 29 degrees Celsius. Apart from the coastal areas, the climate is rather dry and leaves people with an uncomfortable breathing experience. The climate in the Kingdom of Saudi Arabia has resulted in the installation of air conditioning in most domestic and commercial buildings. Sales of air conditioning reach 2.1 million units per year. Air conditioners are installed in every new building.


Have you ever noticed how cool if feels on the beach on a hot summer day? The cooling of the air is the result of water evaporation and that’s how an evaporative cooler works. An evaporative cooler is essentially an enclosed box with vented sides, containing three elements: a centrifugal fan (blower) and electric motor with pulleys, and a water pump to wet the evaporative cooling pads. To cool, the centrifugal fan draws ambient air in the through the units from the pads; heat in the air then evaporates water from the pads, which are kept constantly damp to maintain the cooling process. An evaporative cooling unit is mounted on the roof or on the exterior wall of a building, and the cool air is delivered to the building through a vent.


The culture in the Kingdom of Saudi Arabia is luxury driven. The consumer generally has a large purchasing power and tends to buy expensive things. In recent years, the culture has grown to a more established structure, so that consumers look for the new true value and advantage of the products they purchase. Another new trend in the culture, which is still in development, is environmental and energy consciousness. With energy at a low cost, consumer tended to use it at high levels. Now, through government and corporate efforts, consumers are being made aware of the impact of high energy consumption on world prices and the environment. Another characteristics of the culture is the eagerness to acquire new technologies and to become early adopters of the world’s latest trends, hence consumers like to buy high-end products such as the latest mobile phones, laptops and cars.


Al Jazirah was established in 1973, when it became the first factory of its kind in the Arab world to produce evaporative coolers under the Al Jazirah brand. Today, Al Jazirah evaporative coolers are number one in the world. Al Zajirah manufacturers coolers at five factories (four in Saudi Arabia and one in Sudan) and distributes them via 30 showrooms located across Saudi Arabia, wholesalers and an agent network. The company delivers a product that is perfect for the surrounding environment. The evaporative coolers represent a technological invention and overcome all the aspect that made precious air conditioning solutions less desirable to the consumers. It is odor free – the first cooler to be invented has a moldy odor , so much so that they were called swamps coolers in United States – and quieter than other models, thanks to special engine.

With the outer casing made of plastics pads, which are made of aspen or cellulose so that salt residuals generated from the evaporating water can be rinsed off. One of the biggest advantages of Al Zajirah evaporative coolers, generally, is good at saving energy, but Al Zajirah has managed to escalate that energy saving to 80 percent. A further benefit is the purification of air from dust and other particles, which creates a cleaner environment for the user. In 2010, Al Zajirah won the award for the best innovative Saudi firm for ‘products & patents from innovation to the market’ presented by INNOVABIA. In 2011, Al Zajirah secured the ‘Number one client and the best evaporative coolers portfolio’ award by NIDEC Corporation – owner of the multinational brands Emerson & US Motors. Al Zajirah’s marketing focuses on matching the consumers’ heritage and the culture. All marketing, communication is centered on the customer’s daily life, for example, highlighting their outdoor on the consumer’s hearts.


Al Zajirah ‘s evaporative coolers are widely available to the market in a wide portfolio of brands that meet different needs. The company has a 60 percent market share of all evaporative coolers sold in the Kingdom of Saudi Arabia. Its operations have grown beyond its home town to 18 countries worldwide. Al Zajirah’s focus now is on the manufacture of coolers in Sudan for local market there.


1. What are the factors in the macro environment that triggered the need for evaporative coolers in the Kingdom of Saudi Arabia?
2. How did Al Zajirah capitalize on these factors
3. What would be the best company policy to integrate with regular air conditioning versus competing with them?
4. Based on analysis of the region’s macro environment, which countries do you think Al Zajirah should target? Why?

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