Aqeel Project

8/9/2019 Aqeel Project

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Executive SummaryEVO is the brand of PTCL (Pakistan telecommunication limited) providing

wireless broad brand services in Pakistan. As every business wish to grow its

market scope, now EVO is going to launch in Dubai.

The business entry plan shows the political situation in Dubai is stable,

Government is agreeing to grant permission to every foreign investor to

launch a business. The economic condition of UAE is quite well as compared

to the region of Middle East countries. The rules and laws for business are

also very attractive.

The company major advantage/opportunities are that it has limited

competitors in this industry. Company is financially strong and native

investors and Government is also willing to invest in this sector.

The target customers of EVOS are Business to Business to Customer. The

social class of UAE is highly stable because of high per capita income. The

company has advanced technology which will help it to increase its efficiency

and effectiveness. The other core competency of EVO is service that is

matchless.


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BUSINESS VISION

To be the leading Information and Communication Technology Service

Provider in the region by achieving customer satisfaction and maximizing

shareholders' value'.

The future is unfolding around us. In times to come, we will be the link thatallows global communication. We are striving towards mobilizing the worldfor the future. By becoming partners in innovation, we are ready to shape afuture that offers telecom services that bring us closer.

BUSINESS MISSION

To achieve our vision by having:

An organizational environment that fosters professionalism, motivationand quality

An environment that is cost effective and quality conscious Services that are based on the most optimum technology "Quality" and "Time" conscious customer service Sustained growth in earnings and profitability

EXTERNAL ENVIRONMENT ANALYSIS:


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Macro environment/ PESTLE analysis:

POLITICAL FACTORS:Administration:

Dubai's government operates within the framework of a constitutionalmonarchy, and has been ruled by the Al Maktoum family since 1833. Thecurrent ruler, Mohammed bin Rashid Al Maktoum, is also the Prime Ministerof the United Arab Emirates and member of the Supreme Council of theUnion (SCU). Dubai appoints 8 members in two-term periods to the FederalNational Council (FNC) of the UAE, the supreme federal legislative body.[39]

The Dubai Municipality (DM) was established by the then ruler of Dubai,Rashid bin Saeed Al Maktoum in 1954 for purposes of city planning.

UAE is politically stable in the region of Middle East and welcome to theforeign investors for the development of their economy.
http://en.wikipedia.org/wiki/Constitutional_monarchyhttp://en.wikipedia.org/wiki/Constitutional_monarchyhttp://en.wikipedia.org/wiki/Al_Maktoumhttp://en.wikipedia.org/wiki/Mohammed_bin_Rashid_Al_Maktoumhttp://en.wikipedia.org/wiki/United_Arab_Emirateshttp://en.wikipedia.org/wiki/Federal_National_Councilhttp://en.wikipedia.org/wiki/Federal_National_Councilhttp://en.wikipedia.org/wiki/Legislaturehttp://en.wikipedia.org/wiki/Dubai_Municipalityhttp://en.wikipedia.org/wiki/Rashid_bin_Saeed_Al_Maktoumhttp://en.wikipedia.org/wiki/Al_Maktoumhttp://en.wikipedia.org/wiki/Mohammed_bin_Rashid_Al_Maktoumhttp://en.wikipedia.org/wiki/United_Arab_Emirateshttp://en.wikipedia.org/wiki/Federal_National_Councilhttp://en.wikipedia.org/wiki/Federal_National_Councilhttp://en.wikipedia.org/wiki/Legislaturehttp://en.wikipedia.org/wiki/Dubai_Municipalityhttp://en.wikipedia.org/wiki/Rashid_bin_Saeed_Al_Maktoumhttp://en.wikipedia.org/wiki/Constitutional_monarchyhttp://en.wikipedia.org/wiki/Constitutional_monarchy


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Taxation procedure in Dubai:

However, according to the Abu Dhabi Income Tax Decree of 1965 (asamended by Abu Dhabi Income Tax Decree Number

(4) Of 1972) every chargeable person who conducts trade or business,including the rendering of any services in Abu DhabiShall be subject to a sliding scale up to a maximum of 55% as follows:Income less than Dhs.1 000 000 0%Income equal to or more than Dhs.1 000 000 but less than Dhs.2 000 00010%Income equal to or more than Dhs.2 000 000 but less than Dhs.3 000 00020%Income equal to or more than Dhs.3 000 000 but less than Dhs.4 000 00030%Income equal to or more than Dhs.4 000 000 but less than Dhs.5 000 000

40%Income more than Dhs.5 000 000

ECONOMIC FACTOR:

Dubai has changed dramatically over the last three decades, becoming amajor business centre with a more dynamic and diversified economy. Dubaienjoys a strategic location and serves as the biggest re-exporting centre inthe Middle East.

Its low logistical and operational costs and excellent infrastructure,international outlook and liberal government policies are attracting investorsin a big way. Activities such as trade, transport, tourism, industry and financehave shown steady growth and helped the economy to achieve a highdegree of expansion and diversification.


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BUSINESS CYCLE:

GDP TRENDS:

The GDP trends in Dubai are showing the positive trend in coming years.

INFLATION:


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The figure shows high increase in inflation rate.

UNEMPLOYMENT:

The unemployment rate is increasing with the rate of 2.1%.

PER CAPITA INCOME:

Per capita income in the UAE has risen above Dh91, 000 for the first time,said Abdullah Sultan, secretary-general of the Federation of the UAEChambers of Commerce and Industry.

Social and cultural factors:

Education:

The UAE attaches great importance to education, which dates back tohistorical times. Education in the UAE has evolved from the simple traditional


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mode and is in line with international standards.This evolution in education began on December 2, 1971 when the federationof the UAE was announced and federal ministries were set up including theMinistry of Education, which was entrusted with the task of supervisingeducation at a national level. This led to the growth of public schools

(government), which became equipped with the latest educationaltechniques. Additionally, educational missions were brought from Arabcountries to contribute to developing modern education, resulting in aneducational boom that led to an increase in the number of educated citizensand to the eradication of illiteracy.

Demographics:

Demographics of Dubai are concerned about the population, language,

religion and cultural heritage of Dubai Emirates, the second largest city ofUAE.

According to the latest survey organized by the Statistical Center of Dubai ontheir total number of present population, it is found that the is constitutedwith a total female population around 349,000 and total male populationabout 1,073,000 that sums up with an overall 1,422,000 Dubai residents.

The demography of Dubai includes the survey of the cultural heritages of thecountry. From the census held in recent past on the diverse culturalcommunities of UAE's Dubai it is seen that among the total population ofDubai around 17 % belongs to UAE nationals, approximately 71% of total

Dubai populations belongs to various nationalities which include Pakistani,Bangladeshi, Indian, Filipino and other Asian communities and near about 3%emigrates of Dubai is originated from western countries.

Demographics of Dubai also comprises of the language variations of thestate. In spite of the national language Arabic, in Dubai, many otherlanguages are vigorously spoken for its diverse city culture. Among themaximum spoken languages in Dubai include Hindi, Urdu, Malayalam,Bengali, Tagalog, and English.

The state-religion of Dubai is Islam. Demographics of Dubai Emirates areprimarily based on Sunni Muslim Culture who obviously gets major facilities

in recruitment and other genre of social and cultural events. There areinnumerous mosques in Dubai, of which many are private.

Dubai Demography is also enriched with other religious communities such asHindu, Sikh and Christians. Any communities other than Muslims are liable topractice their religious ceremonies at their private homes, or they mayappeal to the UAE government to built their respective house of worships' ina particular place, provided they belongs to a large group living together in asame residential area.


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Language:

Arabic is the official language of Dubai, but English, Hindi, Malayalam,

Persian, Tagalog, Bengali and Urdu are all widely spoken.

English is generally used as the language of business as it is the second

language common to most people.

Religion:

Islam is the state religion of the UAE.

The government subsidises 95 percent of all mosques and employs

Climate:

Dubai has a sub-tropical, arid climate. Sunny, blue skies can be expected

most of the year. Rainfall is infrequent and irregular, falling mainly in winter.Temperatures range from a low of about 10.5C/50F to a high of 48C/118F.The mean daily maximum is 24C/75.2F in January rising to 41C/105.8F inJuly.

Life style:

For many years, Dubai has been at the crossroads of cultures where people,ideas and goods have passed through but left their indelible mark. Today thecontrast is even more evident. The city is a dynamic international

commercial destination as well as a relaxed tourist escape, a place wheremodern-day sophistication walks alongside simplicity of a timeless era andwhere traditional Arabic hospitality sits cushioned beneath the post modernfaade of amenities and services.

With over 85% of residents as expatriate foreign nationals, Dubai isexemplary of the openness and tolerance of Emirate culture where traditionand progress have struck a harmonious balance. The city's virtually crime-free environment allows families to display little wariness that often dauntstheir peers abroad. Furthermore, the cultural landscape is also evolving intandem - From traditional theatre to ballet, and from opera to internationalrock, Dubai is opening the doors to myriad art forms in this part of the world.

Dubai is truly a microcosm wherein the world's people come together to dobusiness, to share and to pursue their dreams. From the gleaming skyline ofinnovation and architectural daring, to the neighbourhoods of walled villasand serene mosques, the resultant is a feeling of spacious expansivenessand a constantly evolving, fascinating vista. The city is sprawling with luxuryhotels, buzzing souks, glittering malls, magnificent cuisine, thrivingneighbourhoods and architectural splendour. Despite the eerie juxtaposition


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of a young dynamic city amidst unspoiled nature, life in Dubai radiates anaura of permanence.

HOUSING:

The well-being of any citizen comes from a secure family and home. With

housing costs constantly on the rise, the government introduced rent capmeasures to curb excessive rent rises.

Local Time:

The UAE is four hours ahead of GMT.Economy & Population

Geography:

The second largest of the seven emirates which make up the United Arab

Emirates, Dubai is located on the southern shore of the Arabian Gulf. It has

an area of some 3,900 square kilometers. Outside the city itself, the emirate

is sparsely inhabited and characterized by desert vegetation.

LEGAL FACTORS:

Advertising:

The media sector in Dubai and the UAE has witnessed a massive growth in

all fields, after HH Sheikh Mohammed Bin Rashid Al Maktoum, Vice President

and Prime Minister of the UAE and Ruler of Dubai, provided his support for

press freedom, on condition that journalists should abide by integrity and

neutrality and seek the truth that would contribute to the development of

society.

Employment:

Employment Law is a broad area including all areas of the

employer/employee relationship except the negotiation process covered by


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labour law and collective bargaining. Many employment laws (e.g., minimum

wage regulations, employment discrimination, workers compensation,

workplace safety, Whistleblower, & Qui Tam) were enacted as protective

labour legislation. Other employment laws take the form of public insurance,

such as unemployment compensation.

Dubai is the fastest growing city in the world and offers unrivalled living andemployment opportunities, with more than 200 nationalities living peacefullyin a multi-cultural society.Dubai offers great employment opportunities and the government is

committed towards equitable rights for both employers and employees.

Salaries are tax free, but expatriates who choose to work in the UAE must

have valid work visas and residency status.

Health and safe:

Dubai Government cares about the health and safety of its citizens, residents

and visitors, with Dubai Health Authority (DHA) tasked with ensuring the

provision of world-class health services. DHA provides many online services

to its individual and corporate customers

TECHNOLOGICAL FACTORS:

ICT DEVELOPMENTS:

The UAE is perhaps the most aggressive country in the region when it comesto censorship on the Internet. The Emirates Telecommunications Corporation(Etisalat), which was established by the government, was until very recentlythe sole internet service provider in the country. All connections in thecountry either dial-up or broadband are through a proxy server which filtersWeb sites by URL based on a list of banned sites. The government claims it

has adopted this censorship to prevent access to pornographic Web sites,according to the Open Net Initiative however, an analysis of filtered contentin 2005 revealed much more rigorous filtering.

"The UAE uses the Smart Filter filtering software to block nearly allpornography, gambling, religious conversion, and illegal drugs sites tested.The state also blocks access to all sites in the Israeli top-level domain. ONI'stesting of the UAE filtering regime also found blocking of sites on the Bahaifaith, Middle East-oriented gay and lesbian issues, and English-language
http://www.hg.org/employment-discrimination-law.htmlhttp://www.hg.org/workers-compensation-law.htmlhttp://www.hg.org/workplace-safety-law.htmlhttp://www.hg.org/whistleblower.htmlhttp://www.hg.org/quitam.htmlhttp://www.hg.org/employment-discrimination-law.htmlhttp://www.hg.org/workers-compensation-law.htmlhttp://www.hg.org/workplace-safety-law.htmlhttp://www.hg.org/whistleblower.htmlhttp://www.hg.org/quitam.html


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(though not Arabic-language) dating sites. While our results did not indicatethat UAE uses its filtering system to block political sites, or news and mediasources, we conclude that the state's broad content controls unintentionallyblock information unrelated to UAE's stated goals. The imprecision of theUAE filtering regime underscores the difficulty of extensive technical filtering

of Internet content."

ENVIRONMENT FACTORS

ENVIRONMENTAL LEGISLATION:

Current legislation relevant to the natural environment and its resources isdescribed below. Much has come into force only in the last decade, and the

most recent, at least, has yet to be put to the test. The relevantorganizational structure to institute, monitor or enforce such Legislation isstill in its infancy and individual roles and responsibilities may not yet becompletely clarified.

UAE Hunting Law, Federal Law No (9) For 1983:

This, the earliest piece of federal legislation relevant to the environment, wasissued nearly Eight years after the creation of the first governmental

environment body, the Higher Environmental Committee; although in 1976 aban on hunting had been introduced by rulers decree in Abu Dhabi. The1983 law specifically regulated the hunting of birds and animals (mammalsand reptiles) and was introduced on the basis of submissions by the Ministersof the Interior and of Agriculture and Fisheries. It was introduced inrecognition of apparent declines being noticed in the populations of anumber of desert and marine species. Regulations stipulated by Articles 1and 2 are wholly unambiguous and read thus:

Article 1:

Hunting, gathering or destruction of the eggs of wild and sea birds of variouskinds including Doves, orioles and small birds, with the exception ofcormorants, are hereby banned in the UAE.

Article 2:


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It is not permitted to hunt the following animals:1. Deer2. Wild cows3. Hares

4. Mastigures

Article 3:

Details punishments that may be handed down, including imprisonment for aperiod of up to six months and confiscation of transport and tools used incommitting an offence, while Article 4 revokes any prior provisionsinconsistent with those included in Articles 1, 2 and 3.

Article 4:

The objectives for establishing the Agency shall be: to protect and developthe environment within the State; to determine the necessary plans andpolicies to safeguard it from damaging activities, particularly those affectinghuman health, agricultural crops, wildlife, marine life, other naturalresources and atmosphere; to implement such plans and policies; to take allsuitable measures and actions to prevent deterioration of the environment,to combat environmental pollution of all kinds, and to minimize effects ofpollution for the welfare of both present and future generations.

Micro environment

The Market:

Suppliers:

Our supply of tangible product will be from parent country/ Pakistan.

Distributors:

We will hire distributor from host country (Dubai). Terms and condition will

be finalized later on.

Advertising agency:


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We will hire the services of Dubais local advertising agency UAE advertising

consultancies

COMPETITORS ANALYSIS:

1) DuService brand of Emirates Integrated Telecommunications Company PJSC(EITC), a new telecommunications service provider in the UAE; will offervoice, data, video and content services over fixed and mobile networkstelecommunicationsInternet Service Providers

2) EtisalatABD: ETISALAT

Acronym of Emirates Telecommunications Corporation; offers voicecommunication, wireless communication (mobiles), data communication,SMS to Fax, e-mail, broadband Internet access (Al Shamil) etcTelecommunications Internet Service Providers

3) Oger Telecom

Telecom conglomerate based in Dubai; majority shareholder is Saudi Oger;provides telecommunications services, fixed-line services, mobilecommunications & Internet access in the Middle East, Europe & Africa (TurkTelecom, Avea, Cell C, and Cyberia)Telecommunications Internet Service Providers

4 Etisalat Wi-Fi Hotspots in the UAE

Lists restaurants and other areas in the UAE (Abu Dhabi, Al Ain, Dubai,

Sharjah, Ajman, Fujairah, Ras al Khaimah, and Umm al Quwain) that providewifi mobile access to the Internet Service Providers

5) Precedence:

IT services firm based in Dubai; offers high-speed Internet access & wireless
http://www.du.ae/http://www.indexuae.com/scripts/arabiacat.php?keytext=Telecommunicationshttp://www.indexuae.com/scripts/arabiacat.php?keytext=Internet_Service_Providershttp://www.etisalat.co.ae/http://www.google.com/finance?q=ABD:%20ETISALAThttp://www.indexuae.com/scripts/arabiacat.php?keytext=Telecommunicationshttp://www.indexuae.com/scripts/arabiacat.php?keytext=Internet_Service_Providershttp://www.ogertelecom.com/http://www.indexuae.com/scripts/arabiacat.php?keytext=Telecommunicationshttp://www.indexuae.com/scripts/arabiacat.php?keytext=Internet_Service_Providershttp://www.etisalat.ae/index.jsp?lang=en&type=hotspothttp://www.indexuae.com/scripts/arabiacat.php?keytext=Internet_Service_Providershttp://www.precedenceuae.com/http://www.du.ae/http://www.indexuae.com/scripts/arabiacat.php?keytext=Telecommunicationshttp://www.indexuae.com/scripts/arabiacat.php?keytext=Internet_Service_Providershttp://www.etisalat.co.ae/http://www.google.com/finance?q=ABD:%20ETISALAThttp://www.indexuae.com/scripts/arabiacat.php?keytext=Telecommunicationshttp://www.indexuae.com/scripts/arabiacat.php?keytext=Internet_Service_Providershttp://www.ogertelecom.com/http://www.indexuae.com/scripts/arabiacat.php?keytext=Telecommunicationshttp://www.indexuae.com/scripts/arabiacat.php?keytext=Internet_Service_Providershttp://www.etisalat.ae/index.jsp?lang=en&type=hotspothttp://www.indexuae.com/scripts/arabiacat.php?keytext=Internet_Service_Providershttp://www.precedenceuae.com/


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Internet to hotels, network solutions (LAN, wireless, WAN, remote accessservers), security & server solutions (firewalls & VPNs), structured cabling,software solutions.

Strategic Issues Analysis

Strategic issues analysis will answer the following questions:

What are our current marketing objectives?

Our current marketing objectives are selling the existing product in a newmarket.

How do we currently segment the market?

Currently we have segment our market in to four segments.

What are our core competencies?

Our core competency leads us toward achieving our goals that are overcoverage and service quality that differentiate us from others.

Core ValuesProfessional IntegrityCustomer SatisfactionTeamworkCompany Loyalty

How are our products positioned in the marketplace?

We will use different positioning strategies for different packagesbut we will position EVO as best service, coverage and rates.

How are products placed in terms of market attractiveness andcompany strength (portfolio analysis)?


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We place our product in terms of portfolio analysis as a market developmentin our first year plan.

SWOT ANALYSIS:

STRENGTH:

The strength of EVO is that it has strong financial position.

It has capable human resource for working as expatriates.

It has best service providing technology and skills.

EVOS brand home is associated with PTCL that is also a one of

strength of the co. because of brand image and good service provider.

WEAKNESSES:

One problem that EVO may face is the diverse cultural impact.

Because in Pakistan their culture is not such diverse and cultural

diversity has major impact on strategies that organization wants to

persuade.

Another weakness that EVO may face initially is brand positioning andbrand image.

OPPORTUNITES:

The positive trends for EVO in Dubai are that, there is a high growth

rate in this sector.

Other competitors companies are not providing up to level service so

in this way EVO can capture the market by providing quality services.

The competition is not very much high. There are only four competitors

in all over the country. Catering them is easy.


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Dubais Key Advantages:

Strategic Location:

Dubai is a time zone bridge between the Far East and Europe on the East-

West axis and the CIS and Africa on the north-south axis. It is a gateway to amarket that can be characterized as:

Largewell established trading links exist with the greater than 1.5 billion

people in the neighboring region covering the Gulf, Middle East/EasternMediterranean, CIS, Central Asia, Africa and the Asian sub-continent;

Growing: Dubais total international trade has grown on average by over11% per year since 1988 and regional economic growth and liberalization

should boost demand further;

Prosperous: a buoyant local economy strategically located in the midst ofone of the worlds richest regions and well endowed with ample supplies ofcheap energy and primary aluminum; also adjacent to major regionalsuppliers of vital agro-export commodities;

Diversified:Varied and significant import requirements generate

opportunities for product suppliers and re-exporters

Accessible: Served by over 120 shipping lines and linked via 85 airlinesto over 130 global destinations;

Open:No exchange controls, quotas or trade barriers.


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Political and Economic StabilityDubai is part of the UAE which is a low-crime and politically-stable country.

Also, the UAE enjoys financial and monetary stability. Its well-developed,

sophisticated banking system features extensive credit facilities and ample.

Liquidity:

The Emirates emerging capital markets are built on a basis of leading-edgetechnologies and sound regulatory systems. The government has a long,consistent commitment to pro-business, liberal economic policies includingthe protection of intellectual property rights. The UAE benefits from stable

and harmonious industrial relations. Finally, there is a well defined, soundlegal framework for business and a clear set of ownership rules. Foreignersare permitted ownership rights of up to 49% for limited liability companiesestablished within the Emirate of Dubai and up to 100% for professionalcompanies, branches and representative offices of foreign companies andfree zones enterprises. All of these factors reflect positively in Dubais beingassigned an investment grade rating for fixed income investment by MoodysInvestors Service.

Open And Free Economic System:

Dubais economy has been kept open and free to attract investors andbusiness. Government control and regulation of private sector activities hasbeen kept to a minimum. There are no direct taxes on corporate profits orpersonal income (except for oil companies that pay a flat rate of 55% andbranches of foreign banks that pay a flat rate of 20% on net profit generatedwithin Dubai). Customs duties are low at 4% with many exemptions, 100%repatriation of capital and profits is permitted, there are no foreign exchangecontrols, trade quotas or barriers and a stable exchange rate exists betweenthe US Dollar and the UAE Dirham (US$1.00=AED 3.678). Liberal visa policies

permit easy importation of expatriate labor of various skill levels from almostall over the world.

World Class Infrastructure and Service Sector:

Dubais deliberate policy of investing heavily in transport,telecommunications, energy and industrial infrastructure has enabled it tohave one of the best infrastructure facilities in the world; it also contributed


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significantly both to its ongoing prosperity and attractiveness to internationalbusiness. The Emirate features a network of seven industrial areas, onebusiness park and three highly successful, specialized free zones ofinternational distinction, two world class seaports, a major internationalairport andcargo village, a modern highway network,state-of-the-art

telecommunications and reliable power and utilities all of which deliverefficiency, flexibility, reliability, reasonable cost and size. Complementing itsworld class infrastructure is a sophisticated service sector that featuresleading regional and international freight forwarders, shipping companies,insurers plus major international hotels, banks and financial service firms,lawyers, accounting firms, consultants, advertising agencies, topinternational exhibition and conference facilities, high quality office andresidential accommodation, first class hospitals, schools, shopping centersand recreational facilities. Free Zones Websites: Dubai Airport Free ZoneJebel Ali Free Zone Dubai Media City Dubai Internet City

Competitive Cost Structure:

International companies setting up in Dubai can obtain significant costadvantages not generally available internationally. The major factors are:

No foreign exchange controls, No trade barriers or quotas, Competitive import duties (4% with many exemptions), Competitive labor costs labor force is multi-lingual and skilled, Competitive energy costs,

Competitive real estate costs, Competitive financing costs and high levels of liquidity, No corporate profit or personal income taxes (except for oil companies andbranches of foreign banks). You can refer to the tables under the "Cost ofDoing Business" section.

High Quality of Life, Excellent Living Conditions:

Dubais private sector has invested heavily in real estate such as hotels,residential and commercial properties, recreational and leisure facilities. In

addition, a number of factors have contributed to the Emirates high qualityof life and superior living conditions making it a model location for many toemulate. Those factors include excellent infrastructural facilities, low crime,clean environment, tolerance and cultural diversity, cosmopolitan life style,modern public administration, availability of a wide range of consumer goodsand services, mild winters and clean, palm fringed beaches.


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Strong Local Commercial Tradition and Wide Choice of Potential

Business Partners:

The local business class has a long tradition of trading activity and wideexposure to international business practices and state-of-the-arttechnologies. Local entrepreneurs have already gained successful experiencewith international partnerships in franchising, licensing, joint ventures, etc, invarious sectors of the economy.

Extensive Foreign Trade Network & Major Achievements in Export

and Re-Export Performance:

Dubai boasts an extensive foreign trade network extending to 179 statesthus offering the investor an extensive choice of potential global marketing

outlets for a diverse portfolio of goods and services. As a member of the UAEfederation, Dubai is also part of the worlds third-largest export and re-exportcenter after Hong Kong and Singapore.IX. Rapidly Developing Manufacturing Sector Producing a Wide Range of HighQuality, Competitive Export Products: Major gains have already been made inthe profitable manufacture and export of aluminum ingots, fabricated metalproducts, textiles and ready-made garments, gold and jewelry, preparedfoodstuffs, consumer electronics, refined petroleum, chemical and non-metallic mineral products. Supportive commercial, industrial, political andeconomic factors are currently in place that makes possible the extension ofthese gains to other manufacturing sub-sectors.

WHY DUBAI

The Dubai economy enjoys a competitive combination of cost, market and

environmental advantages that create an ideal and attractive investment

climate for local and expatriate businesses alike. In fact, these advantages

not only rank Dubai as the Arabian Gulfs leading multi-purpose business

centre and regional hub city, but they place it at the forefront of the globes,

dynamic and emerging market economies.

Dubai, with its ancient commercial and seafaring traditions, has long beenrecognized as the Middle East regions leading trading hub and has emergedas its key re-export center. In more recent years, the Emirate has become a


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major venue for a number of growing, profitable industries and activities:

Meetings, conferences, exhibitions Tourism Corporate regional headquarters

Regional transport, distribution and logistics center Banking, finance and insurance Business and industrial consulting Information and Communications Technology Light and medium manufacturing

This all became possible due to Dubais warm, welcoming people, world classfacilities and infrastructure and farsighted, open and liberal economicpolicies. Finally, committed to a progressive vision of itself, keen to diversifyits economy and diminish its reliance upon shrinking oil revenues, Dubai hasbegun to develop into the Arabian Gulfs premier international business

center. Consider the factors that contribute to this ongoing success story.

THREATS:

The negative trends of EVO in the external environment may be laws

and regulation changed by the Government can affect it.

The competitor can also create hurdle in many ways.

Opening outlet at different places may be restricted by the regulatory

authority.

The entrance of other competitor in the market can also disturb the

market growth and share of the company.

Marketing Objectives:On the basis of SWOT analysis the company

have set the following marketing objectives.

Strategic Thrust:Our strategic thrusts are:-

We will offer the existing product in the new market in the first two month.

Then we will offer the new packages that we will decide after the response of

customer towards our product.


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Strategic Objectives:

The strategic objectives of EVO wireless broad

are to capture the 15% of market share in first six month and getting the

50% return on investment.

8.1 Target Markets: We the EVO wish to compete on all the potential

segments of our consumer.

Our target customer will be b -2-b and b-2 -c. we want to cover at least 10%market share within 1/5 year.

MARKETING MIX DECISION

Product:

Our product is wireless broadband connection named EVO. Wewill offer the following packages.

USB Device EVO MAX EVO LITE DAY PASS

Internet on the Go:

You now have the convenience of being able to accessPTCL Evo Wireless Broadband from wherever you are.

Plug and Play:


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All you now need to do is just plug the USBModem/PCMICA into your Laptop / Desktop PC and you are ready to access awhole new world of high-speed internet connectivity.

Unlimited Downloads:

With Evo Wireless Broadband you getUnlimited Downloads! There is no limit to the amount of data you candownload or upload. Since there is no limit to your imagination so whyshould there be any limit to what you can do with Evo!

Hassel free/Wireless:

With Evo sleek and stylish devices, you are nowcompletely free from wires.

USB Interface:With the USB port interface you can now simply plug the

USB Modem device into either a Laptop or your Desktop PC and get ready to

access high-speed internet connectivity.

Multifunctional Device:

The device also supports your Laptop /Desktop PC earphone and microphone. By inserting a Vfone RUIM you canuse your Evo device to make/receive voice calls or send/receive SMS.


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Promotion:

We will promote our product through following modes:

1) MASS MEDIA:

At the start of launching we will advertise throughmass media in the state channel of Dubai. Then we will advertise after threeor four month just to remind our customer through television.

2) BILL BOARDS:

We will also promote our product through bill boards in allthe main roads of the city.

3) BROUCHERS:

On Sunday we will send our brochures through huckerjust to inform a customer about our product.

4) NEWS PAPER:

We will also give frequent ads on news paper.

5) INTERNET:

We also give our ads on yahoo, MSN, Google search.Our ads theme will consist on informing the customer and appeal.

Price


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Prepaid packages:

Packag

es

Charges

USBDevice

Rs. 3,999

EVOMAX

Rs. 2000 Unlimited - 30 days validity

EVOLITE

Rs.1200 50 hours* or 3000 minutes 30 daysvalidity *Rs.21/additional hour

DAYPASS

Rs.100/day Valid for 24 consecutive hours

Post paid:

Package 1

For subscriber having landline

Option 1 USB Device 3999 Upfront

Option 2 PCMCIA Card 4000 Upfront

Monthly Service Charges * DH 100. Monthly service charges will be payablethrough PTCL Landline Bill.

Package 2:

For subscriber NOT having landline

Option 1 USB Device 3999 Upfront

Option 2 PCMCIA Card 4000 Upfront

Monthly service charges will be payable at start of each month at PTCL OneStop Shops or Customer Service Centers.


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Place

First we should establish our outlets in main cities of Dubai.

Budget:

Our budget is nearly about 10 million DH.

30% for promotion Mass media 15% Print media 5% Personal selling 10% 30% for product 20% for placement 20% for management

ORGANIZATION AND IMPLEMENTATION:

The marketing department will be responsible for making the

strategies and their implementation.

The decision on what strategy should the company follow will be taken

in head office.


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SUGGESTIONS / RECOMMENDATIONS:

After discussing the EVOS international business entry plan, we will suggestthe following points.

Particularly stress on the needs and demands of its customers and try to fill

them accordingly.

Make a backup planning for its every strategy that will increase the

efficiency and effectiveness of the organization.

Do time to time environmental screening and make modification in the

product/services to satisfy your customer.

Retain your customers by offering different packages and discount.

Do the corporate social responsibility short term. It may not give you the

benefit, but in long term you will get the higher return in shape of reputation

and customer loyalty.

Make your organization environment dynamic and evolved your employees

in discussion making. This will increase the confidence level and trust of the

employees on an organization.

Up to date your marketing mix strategies according to change in the m

market.

Aqeel Project

Documents

Transcript of Aqeel Project