Introduction to the service and environmental scan of the target country
Introduction
The modern age is characterized by a great rivalry. That is why it is vital for every company, which is going to start a new business or open its new department in a new country, aiming to introduce a new product or service, to analyze every aspect of this process. It is important to take into account the peculiarities of the culture of people who comprise the targeted audience of a new service. Moreover, the activity of a company should be organized in accordance with laws and ethical business norms which exist in the country where a new department is going to be opened. With this in mind, the necessity of a good analysis of peculiarities of the market is obvious.
Resting on this fact, deep and precise analysis of the main conditions of the market in the United Arab Emirates is made, and some main suggestions connected with the promotion of a new service are outlined.
Overview of the country
Economy
From the very beginning of the analysis, it should be said that the UAE seems to be one of the best possible choices for the promotion of a new service, especially connected with digital devices. There are several reasons for this statement. The UAE takes seventh place among the world’s richest states (Richest Countries in the World n.d.). It means that people who live there can afford almost any purchase, and the only thing is to create a good marketing strategy. Moreover, the majority of citizens of the UAE have a high yearly income, that is why they have to organize the distribution of their funds in order to obtain benefits. With this in mind, a service which we are going to introduce to this market will meet a great demand.
Culture
First of all, it should be said that the UAE is an Arab state. It means that it has an absolutely different culture, which might seem strange and confusing for representatives of the Western world. Obviously, it can influence sales and demand for a service or product greatly. If it does not take into account traditional gender roles peculiar for Arabic states, a product is doomed to failure. Moreover, it can evoke protests, which can lead to the collapse of a company. That is why a new good should first of all be aimed at men, as they are usually the main buyers in the Arab world. Moreover, a new service should take into account the religiosity of people in the UAE. It is vital not to hurt the religious feeling of a targeted audience.
Policy
Moreover, there is one more factor which should be minded while planning a new marketing strategy. Peculiarities of the legislative system of a country are also of great importance. A state can regulate the market in order to promote the development of its own manufacturers and business. Under these conditions, some additional taxes can be provided. That is why the UAE can be called an ideal place for the development of a new business project. The UAE’s economy is steadily expanding, and new investments are appreciated (Doing business in The United Arab Emirates n.d.). There are seven Emirates with a developed infrastructure that are interested in foreign investments and companies. Abu Dhabi is usually considered to be the best place for the business as it has a well-developed infrastructure and provides a great number of opportunities.
Market audit, preliminary marketing strategy, and plan for the service
Market audit
The first important thing which should be taken into account is the local market. It is obvious that the more companies suggest the same services, the lower the chances a new one has. That is why it is vital to investigate the demand for a good and the number of existing providers of the service. Resting on this fact, it is possible to say that the UAE’s market is not overfilled with the suggestions of the same service as we are going to introduce (Why Start a Business in the UAE? n.d.). That is why it seems to be the best place for the further development of a service.
Description of a service
The project we are going to introduce to the new market is called Square Register. It is “the perfect point-of-sale system, available in the App Store and Google Play. It’s designed to run on a smartphone or tablet, on your counter or on the go” (Square Register n.d., para. 1). Moreover, this software provides different ways of managing all the finances of the owner. It can be a very convenient application for people who have to work with money and their distribution. This service also takes care of digital receipts, inventory, and sales reports and provides valuable analytics and feedback (Square Register n.d.). With this in mind, it is possible to say that it can be very convenient for business owners.
Main steps
There are several possible steps to make this product popular. First of all, it is obvious that a good advertising company is absolutely necessary. Taking into account a great number of different digital devices which citizen of the UAE have, the Internet and applications for mobile devices seem to be the best choice for it. It is possible to add already existing advertising movies to some popular websites. Moreover, the accent should be made on the onliness of this service and its innovational character for customers to feel as proud owners of something unique. Furthermore, taking into account peculiarities of the culture of the UAE, it is possible to say that the idea of the unique character of service will be rather beneficial.
Another important step is to guarantee its availability and ease of use. It should be understandable enough for people to be able to use it under different conditions. The next step in the plan should be a bright presentation of the software in some trading center with a perfect demonstration of its possibilities and benefits. Moreover, some limited versions can be distributed free of charge for people to understand the advantages of their usage. Having used it for several days, potential buyers will have to buy the full version, which will provide even more possibilities for managing their business and saving time and efforts.
Reference List
‘Doing business in The United Arab Emirates’ n.d., Out-Law. 2015. Web.
Richest Countries in the World n.d. Web.
Square Register n.d. Web.
‘Why Start a Business in the UAE?‘ n.d., Startupoerseas. Web.