Marketing Strategy and Plan for Abu Dhabi Financial Group

Running head: MARKETING STRATEGY AND PLAN
Marketing strategy and plan
Name of student
Name of University
Author note
Table of Contents

1MARKETING STRATEGY AND PLAN
Introduction......................................................................................................................................2
Analysis...........................................................................................................................................2
Task 1 Environmental analysis....................................................................................................2
Task 2 Overview of the organisation...........................................................................................6
Task 3 Corporate social responsibility and ethics issues.............................................................8
Task 4 Main target for the specific products..............................................................................11
Task 5 Competitive analysis......................................................................................................12
Task 6 Critical success factors and SWOT analysis..................................................................12
Task 7 Value proposition...........................................................................................................15
Task 8 Brand perceived by the target market............................................................................16
Differentiation............................................................................................................................16
Positioning.................................................................................................................................17
Conclusion.....................................................................................................................................17
Recommendation...........................................................................................................................17
References......................................................................................................................................19
Appendix........................................................................................................................................22

2MARKETING STRATEGY AND PLAN
Introduction
The report focuses on the marketing strategy and plan considering the business
organisation ABUDHABI financial group as the case study in this report. The report will
demonstrate how my role as a marketing manager will help the company to operate in the United
Arab Emirates region and ensure production and proper delivery of products and services locally.
The marketing objectives will be understood by understanding the strengths, weaknesses,
opportunities and threats of the company, furthermore contribute towards the achievement of
business goals and objectives (Abuelkhair et al. 2012). The PESTEL analysis will provide
detailed environmental analysis about the company and the corporate social responsibilities will
be illustrated here as well (adfg.ae 2017).
Analysis
Task 1 Environmental analysis
The external environment includes the macro environmental factors that has created an
impact on the banking and financial industry of UAE (Armstrong et al. 2015).
Political
The political conflicts can also result in deteriorating the organisational functioning by
harming the ownership of oil and land reserves (Bord and Santos 2012). Because of UAE’s good
trade relations with many countries all over the world, it has become easy for Abu Dhabi
financial group to sustain in the market place. The acquisition of 48.36 percent stake in Dubai
based financial services sector was also successful (Ferrell and Hartline 2012).

3MARKETING STRATEGY AND PLAN
Economic
The economy of the country is one of the major factors that has affected the business
functioning. It has a high GDP per capita, though the rate of unemployment is considerably low
in spite of the high level of Foreign direct investments. The monetary and fiscal components in
business could also result in higher rate of inflation and depreciation and the increasing rate of
interest might further contribute to the increase in inflation rate (Flammer 2015).
Social
Globalization is increasing and this has resulted in making an impact on the culture of the
organization. Religion has also affected the societal matters, because of which, the Abu Dhabi
financial group has delivered products and services according to the changing needs and
preferences of the customers (Golubov, Petmezas and Travlos 2012).
Technological
In UAE, the young adults are tech savvy, which has helped in leveraging the technology
and purchase new technological equipments and machineries for improvement of services and
quality of products delivered. With the implementation of technology, Abu Dhabi Financial
Group has been able to communicate with the consumers easily and even assessed their negative
feedbacks to make necessary improvements (Griffin, Shu and Topaloglu 2012).
Legal
The legal requirements were managed to ensure management of financial markets
properly and ensure that the various rules and regulations that are imposed can bring positive

4MARKETING STRATEGY AND PLAN
impacts on the organisation. There are not many legal factors that are associated with the
business functioning, because of which, the laws that are implemented have allowed the
organization to maintain a good and stable condition within the business environment
(Kamarulzaman and Madun 2013).
Environmental
The environmental policies and procedures are implemented to minimize the effects of
environment and promote environment friendly prospects for maintaining a clean and healthy
environment. Sustainability measures were undertaken to maintain ecological balance in nature.
Impact weights
Factors Ratings
Political -2
Economic 4
Social -1
Technological -2
Legal 3
Environmental 4
Total 6
Final index was derived by dividing the total ratings with 24, i.e., 6/24.
The calculated result is 0.25, which is greater than 0.45 and thus it is understood that w
the company which operates within the macro environment is favorable.

5MARKETING STRATEGY AND PLAN
Task 2 Overview of the organisation
Mission and vision
The mission and vision of the organisation is to promote innovation, value and agility.
History
Abu Dhabi Financial Group is an established Emirati investment company that has its
headquarters in Abu Dhabi. It was founded in 2011 and the CEO is Jassim Alseddiqi (Mihart
2012).
Firm performance
It is the leading global investment group that provides lots of investment opportunities to
the investors including various corporations, financial institutions, government and individuals.
The financial investment sector has been revolutionized, which has delivered an interest rate of
27 percent to the stakeholders.
Financial performance
The company has also experienced enhancement in value creation across the real estate
and financial services and the assets have been worth US$5bn. The company has a good
financial condition and it has huge numbers of assets that are worth quite high in value as well
(Morgan, Katsikeas and Vorhies 2012).
Marketing performance
With the expansion of new assets, sustained value creation and delivery, ADFG remained
consistent and generated exceptional returns. The marketing performance is enhanced through