10. Let us Analyze the Macro Environment
Poli:cal:
• Monarchy
• Expo
2020
• Middle
East
unrest
Economical:
• Economic
growth
• 0%
income
tax
rate
• Increasing
populaEon
• Low
unemployment
• InflaEon
• High
spent
per
head
• Dubai
hub
for
MENA
region
companies
Technological:
• Good
internet
and
cellular
coverage
• E-‐government
(friendly
to
new
technology)
Social:
• ConservaEve
community
• MulE
religious
mulEcultural
community
• Educated
populaEon
• 90%
of
populaEon
below
50y
• Locals
tend
to
have
more
benefits
• CelebraEng
as
per
Muslim
calendar
Legal:
• Established
laws
• Easy
to
establish
new
company
• Local
sponsors
in
companies
Environmental:
• Sustainability
trend
in
the
UAE
• Government
starts
to
imply
sustainability
rules
and
regulaEons
(esEdama)
• Corporate
social
responsibility
in
rise
in
the
UAE
Pestle
Analysis
11. 5
Forces
model
MEDIUM
HIGH
LOW
HIGH
Analysis
(Azadi
and
Rahimzadeh
2012
(Porters
M.1980)
12.
Threats
New
Entrants
–
High
• Easy
company
establishment
in
UAE.
• A?racEve
market.
Buyers
Power
–High
• Products
all
compete
on
differenEaEon.
• Low
switching
cost
IDEAS THAT MOVE
Full
coverage
markeEng
Serving
big
clients
5
Forces
model
Analysis
Threats
of
Subs:tutes
-‐Medium
• CompeEtors
trying
to
differenEate.
• ExisEng
clients
are
happy
and
repeat
purchases.
Suppliers
Power
–
Low
• Full
scale
in-‐house
producEon.
• Easy
to
find
I.T
support
from
India.
(Azadi
and
Rahimzadeh
2012
(Porters
M.1980)
13.
Threats
New
Entrants
–
High
• Easy
company
establishment
in
UAE.
• A?racEve
market.
Buyers
Power
–High
• Products
all
compete
on
differenEaEon.
• Low
switching
cost
IDEAS THAT MOVE
Full
coverage
markeEng
Serving
big
clients
Threats
of
Subs:tutes
-‐Medium
• CompeEtors
trying
to
differenEate.
• ExisEng
clients
are
happy
and
repeat
purchases.
Suppliers
Power
–
Low
• Full
scale
in-‐house
producEon.
• Easy
to
find
I.T
support
from
India.
5
Forces
model
Analysis
(Azadi
and
Rahimzadeh
2012
(Porters
M.1980)
14. stre
Strengths:
• Offices
in
41
countries.
• More
than
6000
good
qualified
and
mulEnaEonal
employees.
• Complete
markeEng
soluEons.
• Strong
shareholder-‐
SAMSUNG.
• Industry
awards.
• CreaEvity
and
innovaEon.
• Ideas
leave
impact.
• Strong
reputaEon
so
far.
Communicate
your
strengths
and
awards.
Train,
keep
and
reward
your
employees.
Build
in
your
‘good’
reputa:on.
Strength
SWOT
Analysis
Analysis
Weaknesses:
• Dependent
on
SAMSUNG.
• Limited
in
social
media.
• Limited
in
search
engines.
• Not
dedicated
development
and
sales
team.
• Lack
of
awareness.
• Experience
resistance
to
new
products
offered.
• Increase
awareness.
• Build
presenta:on
team.
• Win
local
awards.
(Kotler
et
al.2005)
Weaknesses
SWOT
15.
Opportuni:es:
• Economic
growth
in
Dubai.
• Working
populaEon
increasing.
• High
spent
per
head.
• Luxury
retail
present.
• UAE
hub
for
business
corporaEons.
• Tax
free.
OpportuniEes
SWOT
Analysis
Analysis
• Take
advantage
of
all
opportuniEes
in
UAE.
• A?ract
new
establishment
companies.
Threats:
• Fast
growing
compeEEon.
• CompeEEve
Market.
• Prevalence
of
local
companies.
• Fear
of
economic
bubble.
A?ract
compe:tor’s
customers.
Differen:ate.
Improve
your
technology.
Threats
SWOT
(Kotler
et
al.2005)
17. Why Competition is doing GOOD
• They
meet
the
right
people
at
the
right
Eme
• Keep
talents
in
house
• Search
Engine
Visibility
• Sponsor
events
• Usage
of
Client
Tes:monials
• Winning
Industry
Awards
• Publicity
of
CEO,
ExecuEve
and/or
Company
Blog,
building
reputaEon
CompeEEon
18. Offer
Innova:ng
Product
Gain
Awareness
Target
Right
Prospects
Build
Sales
Team
Presenting Solutions to
Introduce
CSR.
Improve
online
presence.
Target
BIG.
Improve
sustainable
sensiEvity.
Media
–
Sponsorships.
Events.
Corporate
Gik.
Train
your
team.
Recruit
experts.
Self
Esteem.
Enrich
your
service
with
exclusive
tools.
Mobile
applicaEon
technology.
19. Joan
Rivers
Right
Prospect
Right Prospect
You
need
to
match
your
competences
with
your
target
costumers
and
ideas
offered.
20. Right
Prospect
YOUR
EXPERTISE
:
You
service
the
BIGS
!
InnovaEng
ideas
!
Sustainable
sensiEve
!
You
need
to
match
your
competences
with
your
Target
Costumers
and
ideas
offered.
Right Prospect
21.
Develop
a
unique
level
of
experEse
in
areas
that
really
ma?er
to
your
customers.
Need
to
work
on
skills
in
a
way
that
complements
your
company's
core
competences.
So
Offer
something
uniquely
Good!
Since
you
deal
with
sustainability
make
it
a
core
area
of
your
business.
BE
The
first
company
to
guide
clients
to
adverEsement
through
sustainable
paths.
Make
effort
to
Change
the
world!
Right
Prospect
Study your customers
22. Study your target & find a path to
match your image and profile
Your
are
big,
think
BIG
GO
for
BIG
Concentrate
your
effort
on
environmental
friendly
ideas,
corporate
social
responsibility
LINK
to
government
companies,
corporaEons,
oil
&
gas
They
all
want
to
go
GREEN
Right
Prospect
26. Or you can go BIG..
Choose
those
costumers
that
you
will
proud
to
serve!
Build
your
reputaEon.
Right
Prospect
27.
Offer
them
ideas
that
suits
both
your
profile
and
their
image
• Energy
efficient
campaigns.
• Organize
Environmental
Forum
on
behalf
of
your
client.
• Introduce
campaign
for
recycling
material
to
government.
• Promote
your
client’s
sustainability
acEons.
• Introduce
the
gold
sustainability
at
work
AWARD.
Enrich their image
Right
Prospect
29. You
need
to
gain
awareness,
and
win
your
clients!
Do
people
actually
know
you?
Go
Introduce
yourself
!
Awareness
Awareness
30. Communicate
your
awards,
your
current
work,
your
effecEveness
Communicate
your
awards,
your
current
work,
your
effecEveness
Awareness
Get people to know you
31. Improve
DIGITAL
Go
Social
by
Media
Events
Giks
!
Improve Public & Business Awareness
Awareness
32.
Something
is
missing
from
your
website
?
• Middle
East
website.
• Arabic
language.
• YouTube
channels
–
English
&
Arabic.
• LinkedIn
and
YouTube.
• English
site
is
not
fully
English.
• Reduce
Samsung
presence.
Improve Digital
Awareness
33. AdverEsing
Sales
PromoEon
Direct
MarkeEng
Personal
Selling
Public
RelaEon
Social
Media
Television
Online
Radio
Official
Web
Direct
Mail
Email
Billboards
Loyalty
Bonus
Packs
Samples
Corporate
Anniversary
Mobile
MarkeEng
Web
MarkeEng
Banners
Direct
Mail
Sales
PromoEon
Direct
Selling
Inside
Selling
Field
Selling
Retail
Selling
Communica
Eon
process
Seminars
Newspapers
Magazines
Sponsorship
PresentaEons
Speeches
Publicity
YouTube
Facebook
LinkedIn
Twi?er
Google
Plus
BBM
Channels
MySpace
Available Tools
(Schacter,
Gilbert
and
Wegner
2012)
Awareness
34. AdverEsing
Sales
PromoEon
Direct
MarkeEng
Personal
Selling
Public
RelaEon
Social
Media
Television
Online
Radio
Official
Web
Direct
Mail
Email
Billboards
Loyalty
Bonus
Packs
Samples
Corporate
Anniversary
Mobile
MarkeEng
Web
MarkeEng
Banners
Direct
Mail
Sales
PromoEon
Direct
Selling
Inside
Selling
Field
Selling
Retail
Selling
Communica
:on
process
Seminars
Newspapers
Magazines
Sponsorship
Presenta:ons
Speeches
Publicity
YouTube
Facebook
LinkedIn
Twi?er
Google
Plus
BBM
Channels
MySpace
Evaluate and choose from them
Awareness
35.
-‐
SEO
Search
engine
opEmizaEon.
-‐
Use
LinkedIn
and
follow
companies
on
the
areas
interested.
-‐
Create
YouTube
channel
upload
your
corporate
videos.
-‐
Add
clients
tesEmonials.
Awareness
Improve your online presence
(Wirtz,
Chew
and
Lovelock
2012)
36.
GO
MEDIA?
Why
do
so
many
business
to
business
adverts
fail?
Awareness
Go Media through Sponsorships
37.
Not
need
to
pay
an
add!
PAID
ADDS
DO
NOT
ALWAYS
WORK.
Let
the
press
write
for
your
acEons,
events,
iniEaEves,
sponsorships,
case
studies!
Sponsor
business
conference
in
UAE!
Awareness
Go Media through Sponsorships
38.
Create
CHEIL’s
CSR
day.
Invite
all
companies
to
recycle
their
weekly
paper
usage,
&
reduce
the
overall
paper
consumpEon
and
CO2.
You
can
create
an
applicaEon
where
companies
will
submit
their
consumpEon
and
commit
for
spending
less
on
paper.
-‐
Give
away
a
Cheil
bin
for
every
office.
Awareness
Go Events
39.
Strategic
Corporate
Philanthropy
day!
Cooperate
with
United
NaEons
(HQ
in
UAE)
Donate
a
meal
to
people
need
it!
Invite
companies
to
do
so
on
that
day!
This
generate
pride,
boost
morale
and
create
a
unique
sense
of
shared
purpose
between
a
company
and
its
most
shareholders
that
can
mulEply
the
impact
of
the
philanthropic
iniEaEve
at
hand.
DAY
Awareness
Go Events
40.
Ramadan
wish
tree
Invite
companies
to
submit
their
wishes
for
Ramadan,
in
an
envelope
card
(Cheil
logo).
Collect
those
cards
and
create
a
wish
Ramadan
tree
at
DIFC
square
and
an
event
on
the
day
of
EID
Al
Fitr.
Awareness
Go Events
41.
Organize
the
DUBAI
MARATHON
‘15
with
cooperaEon
with
Adidas
Original,
and
UNITED
NATIONS.
VENUE:
Downtown
Dubai
Distance:
5km
Registra:on
fee:
100AED
Open
to
donaEons
CollecEons
will
be
given
to
word
food
programme.
Distribute
T-‐shirts
Cheil/Adidas.
Joint Events
Awareness
Dubai
RUN
42.
Events
only
for
execuEves.
Invite:
Marke:ng
managers
of
all
UAE
companies
to
parEcipate
on
behalf
of
their
company.
Drawing
compeEEon
in
Dubai
convenEon
center,
DonaEons
open.
Best
Drawings
will
be
sold,
Collec+on
for:
Dubai
Care.
Exposure
for
the
most
creaEve
companies
and
employees
within
their
field.
Joint Business Events
Awareness
Company
draw
43. Corporate Gifts
Awareness
Get
in
their
office!
Create
a
coffee
table
book
with
Arabic
theme
And
offer
it
as
a
gi^!
UAE
heritage
and
vision
are
the
things
the
government
wants
to
communicate
the
most.
Show
them
the
way.
Introduce
your
self.
GET
IN
THEIR
OFFICE,
most
likely
they
will
request
similar
things
/acEons
from
you
in
the
future!
46. Build
a
team
to
win
presentaEon
!
Your
people
can
do
it
BETTER
!
Team
Team
47. Do
it
through:
Toastmaster!
Toastmasters
is:
an
EducaEonal
OrganizaEon
that
teaching
speaking,
improving
presentaEon
skills
and
build
confidence
Team
Train your employees
49. I’m
the
employee
of
the
month!
Got
my
bonus!
Pay
on
involvement
basis
Introduce
bonus
scheme
Team
Bonus Scheme
(Schacter,
Gilbert
and
Wegner
2012)
50. Your
employees
are
looking
for
self
esteem
&
self
actualizaEon.
Invest
on
people
Recognize
their
efforts
Make
your
team
compeEEve,
use
reinforcement
and
rewards.
Team
Rewards / Reinforcement
(MarEn,
Carlson
and
Buskist
2010)
51. This
department
will
make
the
iniEal
research
for
new
market
trends,
new
corporaEon
in
the
market,
new
synergies,
decide
where
to
target
and
STUDY
your
target.
Dedicated
team
for
presenta:on.
Team
Research
&
Sales
Department
Create a new department
52. This
department
will
make
the
iniEal
research
for
new
market
trends,
new
corporaEon
in
the
market,
new
synergies,
decide
where
to
target
and
STUDY
your
target.
Dedicated
team
for
presenta:on.
Team
Research
&
Sales
Department
Create a new department
Research
&
Sales
Department
53. Enrich
your
service
offered,
with
exclusive
tools
and
new
technological
improved
ideas!
InnovaEng
Product
Innovating Product
• Follow
technology.
• Make
global
cheil
meeEngs
yearly
to
exchange
ideas.
54. Buy
the
rights
for
the
marina
boats
mobile
adverEsement.
CHEIL
could
manage
it
exclusively.
You
can
co-‐operate
with
most
adverEsing
companies
InnovaEng
Product
Buy exclusive
mobile outdoor advertisement
55. Buy
the
rights
for
parking
space
adverEsement.
With
thousands
of
parking
spaces,
UAE
is
the
ideal
place
for
this
kind
of
adverEsement.
It’s
a
huge
exposure
for
campaigns,
and
mostly
b2c
costumers.
Thousand
of
people
pass
though
the
mall
daily.
InnovaEng
Product
Buy exclusive outdoor advertisement
56. Take
advantage
of
Cheil’s
global
experience
and
global
presence
.
Let
CHEIL’s
professionals
from
a
different
country
work
on
UAE
projects.
Although
every
market
is
different,
many
ideas
begin
from
the
same
basic
concepts
and
being
aligned
with
each
specific
country’s
culture.
InnovaEng
Product
Same products in different markets
57.
Propose
a
mobile
apps
to:
retailers,
services
or
campaigns.
Help
your
costumers
to
reach
their
clients.
InnovaEng
Product
Introduce
mobile
applicaEon
adverEsement
technology
to
all
your
clients.
Offer mobile technology
58. Keep
Serving
good
&
Trust
US.
IT’s
simple!
Thank
you!
Special
thanks
to:
Joan
Rivers
Copyrights
and
all
rights
are
maintained
by
the
authors.
59. REFERENCES:
Azadi,
S.
and
Rahimzadeh,
E.
(2012)
'Developing
markeEng
strategy
for
electronic
business
by
using
mccarthy's
four
markeEng
mix
model
and
porter's
five
compeEEve
forces',
EMAJ:
Emerging
Markets
Journal
[online],
47-‐58.
available:
h?p://ezproxy1.hw.ac.uk:2663/eds/pdfviewer/pdfviewer?vid=2&sid=771965e6-‐e930-‐420b-‐8a0c-‐
c9e228b93d6c%40sessionmgr198&hid=122
[accessed
15
March
2015].
Kotler,
P.
Wong,
V.
Saunders,
J.
and
Armstrong,
G.
(2005)
Principles
of
MarkeCng,
4th
ed.,
Pearson:
PrenEce
Hall.
available:
ISBN-‐13:
9780273684565.
MarEn,
G.
Carlson,
R.
and
Buskist,
W.
(2010)
Psychology,
4th
ed.,
Pearson
EducaEon.
available:
ISBN:
9780273720119.
Schacter,
D.
Gilbert,
and
D.
Wegner,
D.
(2012)
Psychology,
1st
ed.,
Palgrave
Macmillan.
available:
ISBN:
9780230579835.
Porter,
Michael
E.
‘The
Five
CompeEEve
Forces
that
Shape
Strategy’
.
Special
Issue
on
HBS
Centennial.
Harvard
Business
review
86,
no.
1(January
2008):
78-‐93
Wirtz.
V.
Chew,
P.
and
Lovelock,
C.
(2012)
EssenCals
of
Services
MarkeCng,
2nd
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Pearson
EducaEon.
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ISBN:
9789810686185.
Images:
ge?y
Image,
shu?erstock
Designs:
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Library
