代写essay:UAE国际扩张的市场分析

代写essay:UAE国际扩张的市场分析

来源:www.liuxuelunwen.org作者:cinq发布时间:2017-01-16 15:54
本文是留学生代写essay范文,主要内容是讲述阿联酋的国内经济状况和相关政策,并且详细分析阿联酋商业国际扩张的市场情况。
阿联酋已成为在海湾最自由的国家,与其他文化和信仰的容忍度很高。由于对别人的容忍度高,阿联酋已经成为一个政治稳定的典范,尽管在国内国外大型社区。三大组的外籍人士来自印度,巴基斯坦,孟加拉国。阿联酋已普遍适应的相关新需要食物、生活方式、语言、宗教和娱乐。高度多样化的人口,加上强大的旅游业,创造了一个以娱乐为中心的环境.。外出就餐、购物、看电影、享受充满活力的夜生活都是这个国家生活方式的标志.。有,然而,一个开放度和宽容的氛围,允许外籍人士享受熟悉的娱乐和休闲活动,包括酒精的谨慎使用。
 
Cultural Analysis 文化分析
Based on Triadic Analysis in our previous submission, the United Arab Emirates (U.A.E.) was identified as the best country to introduce Kitchens of India products. With Abu Dhabi as the capital, the U.A.E. is situated in the Arabian Peninsula in between Saudi Arabia, Qatar, and Oman. See Fig. 1. Formed in 1971, the U.A.E. is a federation of seven emirates - Abu Dhabi (the largest), Dubai, Sharjah, Ajman, Fujairah, Ras al-Khaimah, and Umm al-Qaiwain.76% of the population follows Islam. Most of the area is sandy and barren.1 While initially the country relied on Fish Export and a declining Pearl industry, post 1962 Abu Dhabi started exporting oil and the country’s economics transformed. Thereafter, the country started attracting a lot of foreign capital with investments primarily in the construction industry. The U.A.E. now boasts of the tallest skyscraper in the world - Burj Khalifa and the futuristic land reclamation project - Palm Islands, symbolic of the lavish lifestyle in the country. See Figures 2 and 3.
 
The U.A.E. has a reputation for being the most liberal country in the Gulf, with a high tolerance for other cultures and beliefs.2 In fact due to the high tolerance towards others, the U.A.E. has become a model of political stability, despite the large foreign community in the country.3 The three largest groups of expatriates hail from India, Pakistan, and then Bangladesh (source: National Media Council, 2009). The U.A.E. has generally accommodated the associated new needs for food, living style, language, religion and entertainment. The highly diverse population, coupled with strong tourism, has created an environment centered on entertainment. Eating out, shopping, going to movies and enjoying the vibrant nightlife are all signatures ofthe country’s lifestyle. There is, however, a degree of openness and a tolerant atmosphere that permits expatriates to enjoy familiar entertainments and leisure activities, including the discreet use of alcohol.
 
HOFSTEDE’S DIMENSIONS:
 
With High Power Distance (PDI) (80) and High Uncertainty Avoidance (UAI) (68), the U.A.E. is a highly law oriented society. The leaders have the power and authority, and they develop the rules and laws to reinforce their control.4 However, a balanced masculinity score (50) indicates the society cares for the people and is equally achievement oriented. Also, the low individualism score (25) combined with the strong Muslim Faith implies that the loyalty to the in-group is paramount and that offences lead to public shame and loss of face.5 See Figure 4.
 
CAGE ANALYSIS:
 
The culture of the U.A.E. is a blend of traditional and modern elements, which is open to many types of influences and change. The U.A.E. was ranked forty-fifth in the United Nations Human Development Index for the year 2000. This index assesses the quality of life based on income, educational standards, life expectancy, and health care in 174 countries worldwide.6
 
Tastes and Preferences:
 
Packaged food worth about Dh 11,148 million (including halal) was sold in the U.A.E. in 2013 7. Due to increased demand, the packaged food market is expected to increase to about Dh 14,078 million by 2018 (CAGR 4.78%).7 Therefore, it can be observed that identifying branding and franchising in this area is quite critical to U.A.E. businesses looking to increase profit margins and new opportunities for international expansion.The traditional image of packaged food being a budget conscious choice is particularly powerful in the Middle East where the majority of foodstuffs are imported.
 
Consumption and Expenditure Habits:
 
The global economic downturn did slow the pace of spending and consumer demand. However, the steady increase in population ensured its continued growth, and is predicted to increase 58% by the year 2015 (source: U.A.E.National Bureau of Statistics 2010). Hence, the spending on food and non-alcoholic beverages is expected to increase.
 
ECONOMIC ANALYSIS
Population:
 
The U.A.E. has 9.34 million residents which increase at a rate of 1.5%. People in the age group of 25-54 comprise 60% of the population. The male to female ratio is 7:3.
 
Income:
 
GDP of The U.A.E. was $402.3 billion in 2013 which clocked a growth rate of 5.2%. The per capita income of The U.A.E. is $63,181 and the average family income is Dh1,33,000. The wealth distribution is heavily skewed where 0.2% of population controls 90% of the wealth of the country. The U.A.E. is a famous investment destination where foreign investment to the tune of $10.5 billion flowed in 2013, 9% higher than 2012.
 
Trade Statistics:
 
The U.A.E. is ranked 19th in the world in terms of exports, where the dollar value of export was $252.55 billion (as of 2011) with 135 partner countries. Highest export was to Japan followed by India and Iran. Import to The U.A.E. was $210.94 billion with 46 partner countries and India was its largest import partner.
 
Trade Restrictions:
 
The U.A.E.'s trade regime is open, with low tariffs and few non-tariff barriers to trade. The U.A.E.'s openness was instrumental to achieving the solid growth registered prior to the global crisis and has facilitated the diversification of economic activity. The investment regime remains considerably more restrictive than the trade regime, as foreign participation in any domestic company or activity is limited to 49% of the capital; however, 100% foreign ownership is allowed in any of the country's Free Trade Zones.
 
Inflation:
 
The inflation in the country dipped to zero when the recession hit the world market but after that it has risen to 2.5% in 2013 and would continue to rise given the solidarity of economic wealth and rising expenditure.
 
Labour Forces:
 
Mostly expatriates comprise the labor of UAE , and a large percentage of these migrants are from South East Asia. The condition of laborers improved after the legislation related to protection of wage was passed. The new rule led to pay being good to the laborers.
 
Channel of Distribution( To be updated and rephrased by Priyanshu)
 
Hypermarkets are the main distribution channel for meal solutions, with two thirds of sales expected to be attributed to this channel in 2013, one third to supermarkets. Independent grocery retailers are not able to easily replicate this model; hence the dominance of hypermarkets and supermarkets in the distribution of meal solutions. Hypermarket and supermarket constitute 58.4 and 23.8 percent of current distribution for packaged food in the U.A.E, while the meal solutions have even higher number of 62.8 and 25.7 respectively. Retail chains such as Carrefour, Spinneys and Lulu dominate the big format supermarket trade. The retailers partner with foreign companies to procure imported food products directly, while small format grocery retailers rely on consolidated deliveries for replenishing their stock levels. The continued growth in both affluence and the expatriate population has created the need for a diverse range of food products in the U.A.E. The food retail sector has responded by providing a range of foods and ingredients suiting the tastes of the different ethnic groups in the country. Internet retailing in the U.A.E. in packaged food category is not desirable by the consumers as they seek fresh food. The U.A.E. in general comprise of Urban market with good distribution facilities and given the propensity of people to consume ready to eat food by expatriates either in the form of ready meals or going out (Dubai is the 9th most expensive city in the world). Hence, the margins on the products are higher.
 
Media Penetration:
 
UAE has more than 50% TV penetration and 88% people are online. The residents of UAE spend more than 5 hrs combines on TV and internet per day on average. As these two have fairly high reach, ITC use these mediums to promote the product but if cost benefit analysis will be done then advertsing online will be more advantageous as running search and display campaigns on google and advertising on facebook will be less costly and will have more reach.
 
Factors of Influence
Due to high uncertainty avoidance index the country is less likely to change their current habits. They are very much compliant for HALAL meat and very much stringent towards it. The number of expatriates in UAE is mostly comprising of Indian origin hence this demographic dividend can be leveraged to our advantage. India being the most favoured trade partner for UAE, it will be very easy for ITC to launch its product. The target population segment comprises of 61% of total population. The lifestyle change in the Emiratis has also a significant impact on our sales as people have less time to cook and are shifting towards ready to eat food. Due to limited trade restrictions and high growth potential in the ready meals market, it provides ample opportunities of growth for the product.
 
1 P: Product
 
Product Description and nature of adaptation
ITC’s Kitchens of India aims at providing the authentic Indian food cuisine in the finest way. For ready-to-eat market, they have a range of products to cater to the likings of a diverse set of customers. From lentils to cottage cheese and to chicken, they have it all. These packaged items have a high shelf life and can be prepared for consumption within minutes.
 
A single pack of Kitchens of India – Ready-to-eat product provides enough quantity to be consumes by two people comfortably. In international markets where fine dining on Indian cuisine can be expensive, these products aim to provide similar taste at very affordable prices. Considering the Arabic cuisine in UAE and the ITC Kitchens of India products, we recommend using the same standardized products (as the one in India) and suggest no explicit adaptation.
 
For preparing the products for consumption, ITC suggests heating the content for a few minutes after which it can be served. For the UAE market-entry, the following products have been identified:
 
Pindi-Chana
 
Pindi-Chana is a delicacy from North India, which is a savored dish of chickpeas prepared in thick tomato gravy. It can be consumed with Indian Breads or Rice to provide a wholesome treat.
 
Paneer Malai
 
 
Paneer Malai is made up soft and succulent pieces of cottage cheese in rich gravy of cream, tomato sauce, onions and pepper. Garnished with butter and coriander leaves, this is a favorite of all vegetarians.
 
Chicken Darbari
 
 
For the meat-eating people, Chicken Darbari is the one for absolute culinary indulgence. Chunks of tender chicken are cooked in rich buttery tomato gravy delivering finger-licking taste. This is best enjoyed with Indian Breads or Rice.
 
Product positioning
Kitchens of India – ready-to-eat products will be positioned similar to other International markets with a focus on providing ‘Authentic Indian Cuisines from ITC’s gourmet restaurants’ at the comfort of consumer’s home. There will be an explicit emphasis on the ‘100% Natural & Preservative Free’ nature of these products to gain acceptance from the health conscious consumers and the ‘Just heat and eat’ characteristic of the products.
 
Packaging and support services
The products will be packaged in a foil paper variant, which will ensure high shelf life and ease of heat. This pack will further be wrapped in thick paper with ITC – Kitchens of India artwork. The text on the packs will be in English and Arabic to suit both native UAE consumers and foreign nationals.
 
3 P: Place
 
The packaged food industry in UAE is mainly dominated by international players. To be precise out of the top 10 packaged food companies three are multinational and other are local but they thrive in the industry owing to their wide and established distribution network[1].
 
ITC’s presence in UAE
 
ITC entered into a partnership with Al-Seer Group to enter the food market in 2010[2]. Al-Seer Group has experience of introducing many global brands into the UAE market and they are one of the largest multi-brand distributors in UAE with businesses from brand like Dettol, Oreo, Kraft foods, and Coalgate to name a few[3]. Currently Al-Seer group distributes confectionary products for ITC.
 
Distribution Network
 
Supermarkets and hypermarkets are generally present in malls in UAE rather than standalone entity and with Emiratis inclination for shopping in malls supermarkets and hypermarkets dominate the distribution of packaged food in UAE. The rise in supermarket culture was also affected by the fact that the climatic condition in UAE is hot and also with the economic crisis of 2008-09 people have become more inclined towards buying at these places in search of deals and promotions that these distribution channel have to offer.
 
The table below shows the share of distribution channel in term of sales of packaged food in UAE.
 
Given the high purchase of packaged food from supermarkets and hypermarkets we have decided to sell our products through these mediums.
 
Warehousing
 
Al-Seer Group will provide the logistics support in the form of warehouses and distribution of our product to different point of sale locations. It will also be the point of contact responsible for importing our products in the UAE.
 
4 P: Promotion
 
Advertising and Promotional objectives:
 
Our findings show that packaged food is preferred and liked by residents of UAE because they find it easy and convenient to use because it saves their time and effort. Hence Kitchens in Indian can be very successful because it will tasty and easy to make. As the market of packaged and prepared food is growing at a good CAGR of around 4%, it will not be tough for ITC to put their product in the buying list of UAE residents. An integrated marketing plan with specific objectives will come handy to promote “Kitchens of India”
 
Objectives of Integrated Marketing Communication:
 
1. Educate and communicate the customer about the various characteristics of Kitchens of India
 
2. Put our brand at the top of the consideration set of a buyer of packaged food by altering the preference of our brand.
 
3. Convince the customer to buy our product.
 
Types of Integrated marketing communications to be used:
 
1. Push Strategy: ITC will try to push the product at the point of sales by tying up with end retailers like malls, supermarkets, fair price shops and other places from where customers buy. At above mentioned places free trials can be given so as to attract customers
 
2. Pull Strategy: ITC will try to pull the customers to the shops selling Kitchens of India by putting posters and distributing brochures to the customers. Also some promotional activities can be carried out at Indian restaurants to build traffic.
 
3. Internet: Internet should be leveraged in UAE, which has the world’s highest online population, to reach prospective customers by using advertising on Facebook and YouTube.
 
4. Sponsorship: ITC can sponsor various events related to food to attract early adopters and influencers who can promote their product in general population. For example, stall and banners can be put in Food festivals that happen in Abu Dhabi and very famous UAE food festival organized by Carrefour UAE division.
 
Media Planning and Analysis:
 
 
Availability, cost, coverage and appropriateness of the channel will be used to analyze the medium that will be used to promote Kitchens of India
 
The above analysis tells that TV and online resources can be the best possible option to reach the potential customers and promote the products. We will analyze both the medium in greater detail to zero in any one of the medium which will be used to ITC for Promotion.
 
Television as an Advertising medium:
 
 
Since 1950s, TV has a great influence among the residents of UAE. The people in UAE love to watch TV and an average person in UAE remain glued to TV sets for more than 3 hours per day. TV reaches more than half of UAE which makes this medium a favorite for the advertisers. This argument is strengthened by the fact that advertising spends on TV has risen continuously over the years.
 
Internet to be leveraged for advertising:
 
UAE has the highest percentage of population which is on internet at whopping 90%. The people in UAE have the latest technology available which helps them surf internet easily like there are more than 7 million laptops, 5 million smartphones and 11 million mobile phones in the country which makes the mobile penetration in the country at more than 110%. The fact that helps advertisers is that an average person in UAE is on internet for more than 2 hrs per day making it easy for advertisers to make their presence felt. More than 30% of the people in UAE do online shopping or refer online websites before buying the product.
 
 
Promotion activities can be done on various online platforms like Google, Facebook, YouTube and twitter which has good reach among the residents in Singapore. A dedicated web page of Kitchens of India be made like already present for USA, Canada and Germany on which customers can come and get the information on various product lines available. Search campaigns and display campaigns should be done on google to promote the KOI UAE web page .We also propose a dedicated Facebook page which should be promoted through sponsorships(Exhibit X).
 
 



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