International Marketing
EXECUTIVE SUMMARY
Food can always break the boundary between different cultures. People work for food, live for food and eat to live. In a wealthy region like the UAE, people tend to spend for luxurious life. Most importantly the people there are willing to spend. And this indicates that there is an opportunity for new entries of business to penetrate the market. But there is also an important issue that UAE is an Islamic region. Therefore, there are restrictions such as no pork in the Arab menu, no exposing outfits for the women and no alcohol consumption for the Muslims. These are the factors which the business counterparts should look into seriously.
Other thing that important for Secret Recipe before enter the new market in UAE, they also should concern about the Microenvironment. In this paper, we found some strength and opportunity of Secret Recipe such as good brand name as the strength and certification of “Halal” which Secret Recipe has can be the opportunity for them to enter the market, because UAE is a Muslim country so certification of “Halal” is very important if they want to enter UAE market. Other than that, we also found some weakness and threat that faced by Secret Recipe such as this is the first Secret Recipe in middle east, so it can the weakness for them because they don’t know about the culture of UAE. Beside that the competitors can be the most threat for Secret Recipe, because the competitors firstly enter the market before Secret Recipe so the competitors have more experience about the market.
Indeed for a franchise like Secret Recipe, it could be fit into the community of the UAE easily as it is made for the interest of the Muslim community. Serving no pork, Secret Recipe is renowned for its fine quality cakes. This will make a great combination with tea whereas the people in UAE are also one of the largest group in the world when comes to tea consumption. Other than that, in this paper we also identify the marketing strategy that
Food can always break the boundary between different cultures. People work for food, live for food and eat to live. In a wealthy region like the UAE, people tend to spend for luxurious life. Most importantly the people there are willing to spend. And this indicates that there is an opportunity for new entries of business to penetrate the market. But there is also an important issue that UAE is an Islamic region. Therefore, there are restrictions such as no pork in the Arab menu, no exposing outfits for the women and no alcohol consumption for the Muslims. These are the factors which the business counterparts should look into seriously.
Other thing that important for Secret Recipe before enter the new market in UAE, they also should concern about the Microenvironment. In this paper, we found some strength and opportunity of Secret Recipe such as good brand name as the strength and certification of “Halal” which Secret Recipe has can be the opportunity for them to enter the market, because UAE is a Muslim country so certification of “Halal” is very important if they want to enter UAE market. Other than that, we also found some weakness and threat that faced by Secret Recipe such as this is the first Secret Recipe in middle east, so it can the weakness for them because they don’t know about the culture of UAE. Beside that the competitors can be the most threat for Secret Recipe, because the competitors firstly enter the market before Secret Recipe so the competitors have more experience about the market.
Indeed for a franchise like Secret Recipe, it could be fit into the community of the UAE easily as it is made for the interest of the Muslim community. Serving no pork, Secret Recipe is renowned for its fine quality cakes. This will make a great combination with tea whereas the people in UAE are also one of the largest group in the world when comes to tea consumption. Other than that, in this paper we also identify the marketing strategy that
References: Actual Expenditure (US$) and Projected Growth (%) in the U.A.E by Product Type Source: Euromonitor, 2010