Azmeel’s Industry Market Potential | Critical Thinking

Running head: CRITICAL THINKING
Critical Thinking
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CRITICAL THINKING1
Introduction
An organisation decides to expand its activities to international markets for many
different reasons including growth, economic of scale, long-term survival, profitability, risk
diversification etc. (Bernard et al., 2018) This process is known as internationalisation. In the
process of doing so, it gets exposed to a range of challenges and new risk factors in terms of
cultural gaps, foreign exchange etc. This paper shall elaborate on assessing the readiness of a
Saudi Arabian organisation named AZMEEL Contracting & Construction Corporation to
internationalise. It is to note that AZMEEL is a small construction company and is very
active in its efforts for diversifying its business. The paper shall be focused on estimating
AZMEEL’s industry market potential.
Discussion
Company Background and its Projects
AZMEEL Contracting & Construction Corporation is a small construction company
based in Saudi Arabia. The firm has skilled workforce with about 300 engineers belonging
from different construction fields. It is actively engaged in diversified construction that is
held all over the eastern province from long time. The company offers a wide range of
services to its customers and have completed variety of megaprojects. Some of these projects
include Mega Housing Projects, Resort Development, Shopping Malls, O set Industrial
Projects Cement Plants etc. ("Azmeel Contracting Company Limited," 2020). It is to note that
all these projects were taken by the company in readiness to start internationalising the
activities of the firm. Apart from this, it has also completed a big project names 17 SABIC
alliances. It is the project that has brought in some big housing projects like that of Saudi
Telecom Company, Saudi Electrical Company etc. It further demonstrates that AZMEEL is

CRITICAL THINKING2
effectively managing its business for stretching beyond its usual limitations for providing the
best service to its customers.
In the year 2015, the company successfully carried out some industrial projects for
Hyundai SASREF, FLOUR, JESCO and BECHTEL. Through completing these kinds of
projects, AZMEEL have gathered immense knowledge and experience, which further gives it
the confidence of challenging some big international construction companies ("Azmeel
Contracting Company Limited”, 2020). It has even earned the trust of King of Bahrain and
was therefore given the project of building the royal palace. This further has made it gain the
trust of eventual creation of precedence in the field of construction.
Strategies used
From its company profile, it is also clear that AZMEEL is undertaking and
implementing some strategies in its business. For instance, it opens several shows and its
managers strive for coordinating sourcing, manufacturing and business marketing for adding
value to their activities in international market. They are effectively developing their products
of construction as well as their expertise in different buildings and in this way, are targeting
to appeal broader customer segment. This further demonstrates that it has the potential in its
readiness to internationalise itself.
It is to mention that AZMEEL needs to have a skilful configuration of all its activities
across a huge setting. With the same, it also need to ensure successful integration and
coordination within its business operations by means of implementing some common
practices that can help in ensuring the construction activities are effectively been carried out.
With the same, the company website reveals that AZMEEL is also defining the objectives of
different strategies that are used in place or are proposed for the internationalisation of the