Business Environment in Egypt and Its Impact on UAE Export Firms

This dissertation assesses the business environment in Egypt and its impact on UAE export firms. It explores market entry modes and marketing strategies for UAE companies to enter the Egyptian market and increase profits.

Running head: DISSERTATION
Research Topic: Business Environment in Egypt and Its Impact on UAE Export Firms

DISSERTATION 2
Executive Summary
The main aim of this dissertation is to assess the Business Environment in Egypt and Its
Impact on UAE Export Firms. This report explained that the Egyptian market can be
considered as a significant market for UAE Company with respect to exporting their products
as well as increasing their profits. It is also assessed that PESTLE analysis is used for
evaluating the business environment of the company. In addition, the CAGE framework is
used for evaluating the difference between cultural, Administrative, Geographic and
Economic. It is also evaluated that Blue ocean strategies could be used by UAE exports
firms in terms of expanding the business into the Egypt market. It is found that different
market entry mode strategies used by the company for penetrating into Egypt markets such as
joint venture and foreign direct investment. In this research, interpretivism research
philosophy is used by a researcher to conduct the investigation. Descriptive research is used
to describe information regarding research issues.
Mixed research design is used for assessing the gathered information. It would be selected as
it contains the characteristics of both qualitative and quantitative research design. Along with
this, inductive approach is used for creating the theories related to research concern. Both
primary and secondary data collection methods were used to collect the information
regarding research issues. In addition, statistical data analysis technique is used by a
researcher for assessing the information about research issues. Along with this, it can be
concluded that Business Environment of Egypt has impact on UAE Export Firms. It can be
recommended that UAE export firms can use different marketing strategies such as online
marketing and promotion strategy.

DISSERTATION 3
Table of Contents
Executive Summary...............................................................................................................................2
Introduction.........................................................................................................................................4
Business Research Background.........................................................................................................4
Identification of issues and opportunities..........................................................................................5
Research Aim and objectives.............................................................................................................6
Research questions............................................................................................................................6
Research significance........................................................................................................................7
Dissertation Structure........................................................................................................................7
Literature Review................................................................................................................................8
PESTLE of Egypt..............................................................................................................................8
CAGE frameworks..........................................................................................................................12
Scenario planning frameworks (Blue Ocean Strategy)....................................................................12
Best market entry strategy for UAE products..................................................................................13
Export barriers might face domestic firms while exporting to foreign markets...............................14
Relationship between marketing strategy and performance (ways to export and promote UAE
products and services).....................................................................................................................15
Methodology......................................................................................................................................16
Introduction.....................................................................................................................................16
Research philosophies.....................................................................................................................16
Research Approach..........................................................................................................................17
Research type..................................................................................................................................18
Research design...............................................................................................................................18
Research strategy.............................................................................................................................19
Data collection methods..................................................................................................................19
Sampling strategy............................................................................................................................21
Data analysis method.......................................................................................................................22
Research limitations........................................................................................................................23
Survey through questionnaire..........................................................................................................23
Data Analysis and Discussion.............................................................................................................28
Discussion...........................................................................................................................................35
Conclusion and Recommendations......................................................................................................39
References...........................................................................................................................................41
Appendix: Survey through questionnaire............................................................................................49

DISSERTATION 4
Introduction
Business Research Background
In the current scenario, exporting UAE products as well as entering into the emerging market
can be a great way in terms of expanding the UAE business, and increasing the sales of the
company particularly when the domestic rivalry become high. Increasing the export will
support to gain the aggregate demand and it would have a favourable effect on the declining
unemployment rate and gaining the GDP per capita. The Egyptian market can be considered
as a significant market for UAE Company with respect to exporting their products as well as
increasing their profits. It is addressed that entering into the emerging area without creating
market research for assessing the issues and opportunities could be very risky for a business
(IMF, 2019).
It is addressed that UAE is a strategic partner for Egypt that continues to involve with Egypt
in terms of make advancement of mutually shared interest in different areas such as strong
commercial links. As per the Egyptian Minister of Trade and Industry, UAE has invested in
about 6 billion USD dollars in different sector of Egypt that makes UAE biggest investor in
the nation. As per the IMF, GDP of Egypt is increased by 5.3 percent in the year of 2018 and
predicted to over 5.5 percent in the year of 2019. Along with this, Gross international
reserves were increased to USD 44.9 billion in the year of 2018 and were expected to arrive
at USD 44.9 billion in the year of 2019 (IMF, 2019).
The hydrocarbons industries are highly contributed in the growth of GDP whereas the current
identification of natural gas reserves in the mediterranean sea as well as attaining the self-
sufficiency related to natural gas has encouraged domestic as well as a foreigner for investing
purpose. Over the last 3 years, the Egyptian government has developed solid economic basis
as well as reformed the trade policies of nation in order to lead the trader as well as foreign
investors who are interested in investing into Egypt (Kahiya, 2018).

DISSERTATION 5
The government has highly fixed its local currency depreciation in against the US dollars,
low foreign reserves, high unemployment rate, constraints related to capital movement and its
debt service complexities. The government also provides backing related to international
monetary fund (IMF) through different actions like to cut down in energy subsidy, tax hikes,
as well as Egyptian pound flotation for covering the inadequacy of US dollars. The current
economic reform is done in the context of monetary and fiscal policies and it provides a
favourable outlook to the economy as well as improved the rating of an issuer to be B3
(MIIC, 2019).
Identification of issues and opportunities
Egypt’s significance in world trade has increased exponentially because of the recent
economic improvements and it has also improved the country growth and declined the
inflation rate. Egypt is the largest Arab nation with regards to a population that arrives at over
97 million in accordance with World Bank information. It makes Egypt the biggest base of
the consumer in Africa and the Middle East as well as positions it as a testing base for several
consumer products for large international companies. Hence, entering into the Egyptian
market would generate more chances for UAE companies with respect to gaining revenues
and sales (MIIC, 2019).
Exporter companies should have financial and technical competencies for developing the
exportable goods that can comply with the international nation specification as well as
standards for overcoming the internal barriers related to the company and product features. In
addition to this, exporters should overcome the external factors like exports market, industry,
as well as barriers related to the macro environment (Moody's Investors Service, 2019).
The aim of this investigation to create the awareness for entering into the Egyptian nation in
terms of supporting the UAE companies for better equipped to understanding and entry
strategies in order to increase their profits and declining their risks. This research facilitates

DISSERTATION 6
depth understanding regarding the main external barriers that could be faced by UAE
companies for aligning with their strategies (ArabianBusiness.com, 2019). Moreover, it
would focus on supports from the UAE government with respect to export promotion
strategies to overcome the barriers related to any market as well as a macro environment that
could be out of control for an exporter. It is stated that overcoming the internal barriers are
out of scope for research and further research may require to identify such barriers for each
kind of industry (African Development Bank, 2019).
Research Aim and objectives
The main aim of this research is to assess the business environment in Egypt and its impact
on UAE export firms. The following objectives would be used to complete the main aim of
this research:
RO1: To address the business environment of Egypt and its impact on UAE export
companies
RO2: To identify the market entry modes for entering into Egypt in the context of UAE
export firms
RO3: To recommend the marketing strategy to create the awareness about the Egyptian
market and increasing the profit of UAE export firms
Research questions
The following question is responded through this research study that helps to resolve research
concern:
RQ1: How business environment of Egypt has an impact on UAE export companies?
RQ2: What are the market entry modes for entering into Egypt in the context of UAE export
firms?
RQ3: Which marketing strategy can create awareness about the Egyptian market and
increasing the profit of UAE export firms?

DISSERTATION 7
Research significance
This research is beneficial for an academician to comprehend the factors affecting the
business environment of Egypt and its impact on the UAE export companies. It is also
effective for UAE export firms to understand the market entry modes for entering into Egypt.
Moreover, it is also significant for exports firms of other nations to increase the knowledge of
marketing strategy that can generate awareness regarding the Egyptian market and increasing
the profit of UAE export firms.
Dissertation Structure
In this dissertation, different chapters will be considered by researchers such as introduction,
literature review, research methodology, data analysis and findings, and conclusion and
recommendations. Under the introduction chapter, the researcher will discuss the research
background, problem statement, research aim and objectives, and research significance.
In the second chapter, the researcher would use a literature review for reviewing the views
and opinions of different authors. In this chapter, different secondary sources would be used
such as journal articles, textbooks, academic publication, and online websites (Sharpe and
Schroeder, 2016).
In the third chapter, the researcher would use research philosophies, approach, strategies, data
collection method, data analysis techniques and, conclusion and recommendations. It would
be beneficial for conducting research in a mechanical way (Hasaballah, et. al., 2019).
Under the next chapter, research would assess the gathered data and presents these data
through different pie charts, column diagram and bar diagram. It would aid to comprehend
the data in a meaningful way. In conclusion and recommendation, the researcher will
conclude whole chapters and provide recommendations accordingly (Suresh, et. al., 2018).

DISSERTATION 8
Literature Review
PESTLE of Egypt
Political factors
(Sources: The global economy, 2019).
According to Nobanee and Ellili (2016), Egypt's seems there is unstable political condition
that may affect the UAE export firms. Due to unstable condition, election entails a huge
amount of spending there. Any corporation that is likely to expand their business in Egypt
can consider printing and media as well as record the high amount of turnover during this
time.
Economic factors
(Sources: Trading economics, 2019).

DISSERTATION 9
(Sources: Trading economics, 2019).
(Sources: Trading economics, 2019).
(Sources: The global economy, 2019).
On the other side, Basco (2017) evaluated that the economic factor in Egypt may consider the
level of the unemployment rate, inflation rate, and exchange rate. It is assessed that the
unemployment rate is declining as it may negatively impact on business expansion in terms

DISSERTATION 10
of hiring the huge amount of candidates. Along with this, it could be costly for UAE firms to
recruit the applicants in an organisation.
Social factors
Gerged et al. (2018) evaluated that Egypt is a highly populated country on North Africa
continent. It has around 9.76 crores population in the year of 2017 that can be referre to as a
huge part of Africa. There are wider market opportunities. The foreign direct investment is
gaining despite the instability of a nation. The population of Egypt is sufficient for
influencing investors. Egypt has several ethnicities as well as religions. Yet, the nation still
celebrates the unity in diversity hence it is required for comprehending the religion as well as
cultural value to each group before performing business in Egypt.
Technological factors
In contrast to this, Adeola (2017) evaluated that Egyptian is high computer savvy and a large
number of youth has computer literacy in the nation. Although, computer and laptop is quire
remain luxury to some individual and the use of Smartphone may appear to overpass the gap.
An individual is vigorous internet users as well as uses social media channel through
Smartphones. It is the best technique to advertise online for UAE exports firms to conduct
business in the Egypt nation. It is the best mode for arriving at the targeted consumers.
Legal factors
(Sources: The global economy, 2019).

DISSERTATION 11
(Sources: The global economy, 2019).
Raza et al. (2018) assessed that under the legal factor, Egypt shows the declining tax system
for personal income tax. The income tax in Egypt is declining while VAT is also low. The
UAE export firms want to expand their business in Egypt is required to comply with the
feasible tax regulations. Furthermore, the company can apply the fines when it has been
found that these are not compensating appropriate taxes. Along with this, any company that
wants to start their bank account in Egypt is anticipated to provide the bank with a tax
identification number. It is required for corporations to get open the account number for
taking place the transaction.
Environmental factors
In contrast to this, Abdouli and Hammami (2017) evaluated that the federal government of
Egypt plays a vital role in keeping protect to the ecology of Egypt. Each region in this nation
is authorized for articulating the regulation that makes sure that the environment is hygienic
for averting the sicknesses as well as other external factors. The shortage of electricity, level
of pollution and noise from power is creating the high sets. This may impact on commercial,
industrial, as well as residential fields individually. The environmental factors keep on
transforming and the company is required for updating itself with the transformation taking
place within the atmosphere.

DISSERTATION 12
CAGE frameworks
Abdouli and Hammami (2017) evaluated that the CAGE distance framework addresses the
difference in different elements such as cultural, Administrative, Geographic and Economic
that UAE export firms should identify while crafting the international approaches. This may
be used for comprehending the patterns of capital, trade, information, as well as flows of
people.
Countries Cultural
distance
Administrative
distance
Geographic
distance
Economic
distance
UAE Similar culture Increasing
regulatory
pressure
associated with
rivalry
Arabian zone Emerging
markets
Egypt Diverse culture
and language
Favorable
policies
promoting
foreign direct
investment
Differences in
climates
Opportunity to
create a dense
network
Opportunity to
make strategic
majority share-
acquisition
Scenario planning frameworks (Blue Ocean Strategy)
In opposed to this, Al-Maamary et al. (2017) demonstrated that UAE export firms can use the
blue ocean strategy in Egypt market because there is very less or no competition in the
market. This strategy focuses on searching the factor for business where few firms perform
with no pricing burden. This strategy supports for creating the new demand and creates
opposition infeasible by demonstrating the goods with premium characteristics. It can also
help UAE export firms for creating huge revenues because the products can be little price
steep due to unique features. The company can easily increase the demand of customers by
using the blue ocean strategy. This strategy suggested that UAE export firms should generate
new demand in recognized market space or Blue Ocean. It supports in redesigning the firms
as well as products to deliver new value.

DISSERTATION 13
Eliminate
Price
Assortments
Reduce
Quality
Logistics
Raise
Service
Create
0New POS (point of sale)
Attractive packaging
Online distribution
Best market entry strategy for UAE products
According to Zaefarian et al. (2016), the joint venture involves the development of an
independent managed company. Under the joint venture, two corporations agree to perform
together in a specific market for producing particular products. UAE export firms can come
in agreement with local Egyptian company for producing the products. The profits and risks
would be shared equally among both partners. The joint venture agreement develops the
obligation and rights for partners. The objectives, routine operation, initial support of
partners, precise to profits as well as responsibility for losses of the agreement are developed
in the agreement in advance.
In contrast to this, Deresky (2017) evaluated that the decision related to foreign direct
investment can be developed by UAE export firms for making an investment in Egypt. The
company can develop foreign direct operation in Egypt. It involves developing ownership as
well as controlling the interest in an international corporation. It also involves the provision
of technology and management. The foreign direct investment can be developed in terms of
opening the subsidiary and associate company in Egypt.

DISSERTATION 14
Export barriers might face domestic firms while exporting to foreign markets
As per the opinion of Alaya et al. (2017), trade barriers shows the negative impression but it
supports for increasing the economy of the specific nation by declining imports. The trades
barriers can be imposed through government by developing rules and regulations, embargos,
tariffs as well as, import the quotas. There are different kinds of trade barriers such as import
quotas, non-tariffs, tariffs as well as voluntary export restraints.
In contrast to this, Child et al. (2017) evaluated that tariff is highly used as a trade restriction
because it increases the expense of imported products and services. Tariffs are mainly
practiced for protecting domestic employment. Along with this, the import through foreign
market creates higher competition with domestic production. There is a high amount of
domestic customers who purchase the import as compared to domestic production due to
cheap foreign labor as well as lack of regulations.
El-Gohary et al. (2016) stated that import quotas restrict the number of products and services
that can be imported. Under import quotas, there are legal restrictions made by local
government on the products that are imported. In addition, import quotas consider the
restriction as per the first serve, when the goods are arrived in its limit then no over goods can
be imported. These kinds of trade barriers keep the license for importing the products. For
instance, Egypt can impose the quota on a textile that is imported from UAE exports firms.
On the other side, Chorev (2018) evaluated that non-tariff trade barriers involves some
government rules, regulations and directive delays for keeping the international goods away
from local markets. Because of regulations, the production tools are unique to domestic
consumers. Along with this, Embargo indicates the complete trade block among the nations.
This kind of trade barriers is totally restricted the importing products and services from
Egypt. Rather imposing the quota on the amount of products and services to be imported, the
government can put a restriction on some goods made locally.

DISSERTATION 15
Patel et al. (2018) stated that Voluntary Export Restraints (VER) is an export barrier that can
be faced by UAE firms to make huge trade in against of another nation. It can produce and
maintains the raised pressure on the self-imposed limit of exporting products. This kind of
limiting exports are known as voluntary export restraints.
Relationship between marketing strategy and performance (ways to export and
promote UAE products and services)
According to Al‐Abdin et al. (2018), online marketing can be used by UAE export firms as
people in Egypt is highly used the internet for online shopping and sharing the data. It is also
growing trends. Online marketing involves online advertisement, email marketing as well as
websites. Along with this, Facebook, as well as Google ads, can be used by UAE export firms
as people in Egypt is highly accessible to the internet. UAE export firms can purchase the
advertising on particular websites, however most online advertisement work through the
keywords. The appearance of ad can be made while users use words similar to those from an
ad in a search as well as navigate to related sites.
In contrast to this, Hamad et al. (2018) evaluated that export marketing strategies that focus
on cultural differences of target country can gain on the bottom line. Research is essential for
such plan hence; UAE export firms should start the survey and research for addressing how a
customer in other nations views their products and services. There are some multi-national
companies that practice this strategy for great effect by completely transforming to brand for
every country that they can trade. The company can demonstrate the promotion that can
closely make a transformation in products for demonstrating the current trends, religious
views as well as different cultural aspects from general market areas that UAE export firms
want to start selling.

DISSERTATION 16
Methodology
Introduction
Research methodology section leads the investigator to enhance their depth knowledge
towards various research techniques and tools for conducting the investigation and attain the
feasible research result. An appropriate method of research aids to complete the research
study in minimum time and cost.
Research philosophies
Research scholar gains proper understanding in the context of current research concern by
using the appropriate method of research philosophy. Selection of Suitable type of
philosophy assists the researcher to pool relevant information about research dilemma and
also aids to achieve the goal of research concern. Further, research philosophy enables the
research scholar to define the reliable fact on the basis of numerical data and information (El-
Gohary, et. al., 2016).
Research philosophy has categorized into three parts which are positivism research
philosophy, interpretivism research philosophy, and realism research philosophy. In order to
this, interpretivism research philosophy helps the research scholar to comprehend knowledge
about research issue by collecting views and beliefs of research participants. On the other
hand, realism research philosophy relies on human perception which is sustaining in the
environment (Molyneux and Iqbal, 2016).
Interpretivism research philosophy is exercised by the investigator to conduct this research
study as it leads the researcher to accumulate the accurate facts and figures in the context of
the business environment in Egypt and its impact on UAE export firms. This research
philosophy also supports the research scholar to get trustworthy and valid conclusion with
respect to the research issue. Along with this, it is also found that this research philosophy
facilitates the investigator to achieve the main objective of the research study. Moreover,

DISSERTATION 17
interpretivism research philosophy gives favorable result due to the subjective nature of the
investigation (Hsieh, et al., 2019).
Research Approach
Research approach helps the investigator to assess the appropriate research tool and technique
for performing the research study effectively and collecting reliable information towards the
research matter. In addition, it also enables the research scholar to demonstrate the gathered
information systematically. Two types of research approaches are used in the research that is
inductive research approach and deductive research approach and these research approaches
have a crucial role in pooling the relevant information towards the research concern (Hamad,
et. al., 2018).
The inductive research approach is more suitable with interpretivism research philosophy
whereas, deductive research approach gives the best result when combined with positivism
research philosophy. Under the deductive research approach, a hypothesis is developed by the
research scholar as per the need of research concern and get the targeted research goal. Along
with this, the developed hypothesis is accepted or rejected by the investigator on the basis of
evaluating collected data. On the other hand, the researcher collects theoretical data in the
context of current research concern by using inductive research approach (Asongu and Ssozi,
2016).
Investigator has practiced inductive research approach for this investigation because this
approach is effective for assessing the business environment in Egypt and its impact on UAE
export firms as compared to using a deductive research approach. It also assists in getting
feasible data related to the research matter. Consequently, it makes the research scholar more
capable to increase the reliability of the research outcome (Gouvea, and Vora, 2017). The
researcher can obtain essential data about a research study by practicing this research
approach in an effective manner. In opposed to this, when research has objective nature then

DISSERTATION 18
deductive research approach could be a trustworthy technique for conducting the research
(Jamali and El Safadi, 2019).
Research type
Research type is used by the investigator to reach the targeted goal and objectives of an
investigation by utilizing appropriate research tools and techniques. Research type is divided
into three parts that are named as descriptive research design, causal research design, and
exploratory research design. There are various research tools and techniques that are used by
the researcher to determine the appropriate method of research design for this research study
(Wong, and Tang, 2018). Further, exploratory research enables the researcher to obtain the
objectives and goal of the research dilemma by considering the developed hypothesis. In
order to this, it is also found that research scholar could increase their knowledge towards the
research concern by using descriptive research design (Alhyasat, et. al., 2018).
Moreover, descriptive research is a prominent tool for accumulating the non-numerical data
in the context of assessing the business environment in Egypt and its impact on UAE export
firms. This tool is also utilized to attain accurate information about the research issue.
Research scholar could comprehend the features of individual and group by implementing
descriptive research design. This research design facilitates the investigator to collect the
views and perception of respondents for attaining the specified goal of the research study
(Rentschler and Bazilian, 2017).
Research design
In this research, the mixed research design is selected by the researcher as it contains the
characteristics of both qualitative and quantitative research design. Qualitative research is
beneficial for capturing theoretical information regarding research concern. Along with this, a
quantitative research design is beneficial for capturing numeric information regarding

DISSERTATION 19
research issues. This would be beneficial for capturing reliable and valid outcomes (Samarah,
and Rahman, 2017).
Research strategy
The research strategy is an imperative aspect which supports the research scholar to get the
appropriate answer of research questions in a more reliable way. The researcher could get
background information, assessed the gathered data, and could make an effective conclusion
of research by utilizing a suitable research strategy. Several research strategies could be
executed by the research scholar to achieve the research objectives such as interview method,
literature review, case study, observation method, focused group, experiment method and
survey through a questionnaire (Garas, and ElMassah, 2018).
Interview strategy has practiced by the investigator for this research study to accomplish the
research aim and attains a trustworthy research result. This research strategy facilitates the
researcher to capture appropriate data in the context of the research issue and complete the
goal of the research study. Open-ended questionnaire structure is used by research for
conducting an interview on five Import managers. Close-ended questionnaire structure is
practiced by an investigator for MOE representatives (Eljayash, 2015).
Moreover, relevant data related to the research concern could be pooled by this research tool
and it could be an essential aspect to enhance the reliability and validity of attained research
result. Apart from this, the interview method helps to accumulate trustworthy data by face to
face conversation with research candidates. This method also assists to get the relevant
information towards the research concern. This tool is prominent for making a reliable and
valid conclusion in minimum time and cost (Sherwood, 2016).
Data collection methods
Data collection method plays an imperative role to gather accurate data in the context of the
research issue. Various methods of data collection could be practiced in the research study

DISSERTATION 20
such as primary data gathering tool and secondary data collection tool. An appropriate
method of data gathering tool aids the researcher to gain knowledge about the research
concern. It is associated with a research issue hence it could be vital for developing a valid
conclusion (Conconi, Sapir, and Zanardi, 2016).
Further, fresh data related to research concern is collected through primary data collection
method by using various sources like a case study, survey through questionnaire, action
research, and observation method. Apart from this, theoretical information with respect to
research matter is gathered by using secondary data collection tool. This data could be
collected by practicing several resources such as governmental report, magazine, book,
newspaper, articles, journals, academic publications, authentic websites, online and offline
sources (Rummel, and Briki, 2017).
The main aim of this investigation is to evaluate the business environment in Egypt and its
impact on UAE export firms. Therefore, the investigator has utilized both methods of data
collection primary as well as secondary. Research scholar directly conversed with the
selected research participants and accumulates their views and beliefs related to research
concern by practicing the primary data collection method. On the other hand, adequate
conceptual data regarding the business environment in Egypt and its impact on UAE export
firms are gathered by using secondary data collection tool (Abdulla Al Marzooqi, and
Zamberi Ahmad, 2018).
A researcher has pooled data from several resources for increasing the reliability of research
outcomes such as journals, articles, authentic websites, books, and academic publications.
The interview method is conducted in an appropriate way by using primary data collection
technique because it could lead the researcher to get a trustworthy research result. This
method of data collection also facilitates the research scholar to attain the perception of

DISSERTATION 21
research candidates in the context of a business environment in Egypt and its impact on UAE
export firms (Pisani, Muller, and Bogăţan, 2018).
Sampling strategy
The sampling method is a crucial factor that assists in choosing the accurate sample size in
the context of current research concern. It could lead the investigator to accumulate relevant
responses of chosen research candidates with respect to the research issue. There are two
types of sampling methods that are used in the research study like probability method and
non-probability sampling tool. An appropriate sampling tool facilitates the research scholar to
select the relevant information from a diverse group. Research scholar has used probability
sampling method for this research study and under this sampling method random sampling
tool for selecting the research participants on a random basis (Santangelo, 2018).
This sampling method delivers a similar opportunity to the research candidates to eliminate
the biases from the research study. In contrast to this, the non-probability sampling tool does
not provide an equal chance to the research participants for giving their responses in the favor
of research concern. The non-probability sampling method is facilitated the research scholar
to select the respondents as per the education, gender, experience, and age to perform the
research study appropriately and also helps to get trustworthy research result (Hopkins,
2017).
Probability sampling tool is more suitable for this investigation as compared to non-
probability sampling tool as it allows the research scholar to choose the sample from a large
number of population. Since, it helps to decline the biases from research. Under this research,
the simple random sampling technique is used by the researcher to choose the sample on a
random basis (Nsour, 2019).
In this research, 50 MOE representatives are selected to collect information on the type of
products, exporters marketing strategies and related export problems raised by UAE firms. In

DISSERTATION 22
addition, 5 Import managers are selected who are working in the Egyptian market to identify
the external barriers and the best practices to overcome these issues. It enables the research
scholar to achieve the goal and objectives of a research study in minimum time and cost
(Ryan, 2016).
Data analysis method
The data analysis method is used for evaluating the collected data for obtaining a valid and
reliable outcome in the context of research concern. There are many tools which are involved
in the data analysis such as thematic/ content analysis, conversational analysis, disclosure
analysis, and statistical analysis (Barkemeyer, Preuss, and Ohana, 2018).
Above mentioned methods of data analysis could be crucial for accumulating the reliable data
related to the research concern and also supports to analyze the pooled information. Research
scholar has exercised a data analysis technique for evaluating the collected information and
gets the research objectives. MS-excel software program is practiced by the research scholar
to assess statistical data and demonstrate the gathered data by considering various methods
like pie charts, column chart, and bar diagram. It could be imperative for obtaining a valid
and trustworthy research result (Eltawy, and Gallear, 2017).
Ethical considerations
Under this research, research has faced different ethical concerns like in-text citation,
plagiarism, as well as privacy. Therefore, an investigator has practiced the privacy act for
maintaining the secrecy and confidentiality of respondents. Moreover, an investigator has
provided an in-text citation in each paragraph for gaining the reliability of investigation. A
researcher has taken prior consent from MOE representatives as well as import managers for
capturing the primary data from them. It was beneficial for the researcher for maintaining the
authenticity of data in a significant way. A researcher has also followed the privacy act where

DISSERTATION 23
confidential information will not be shared after and during the research (Barkemeyer, et. al.,
2018).
Research limitations
The limitation of research can reduce the quality related to investigation outcomes. There are
several sources that may generate the difficulties for conducting the research as well as
accomplishing the aim and objectives. These limitations of investigation can be inadequate
time, insufficient resources and lack of cost. For instance, the secondary information
collection tool can be expensive because it may generate the complexity for pooling the in-
depth information (Eltawy, and Gallear, 2017).
Survey through questionnaire
Demographic questions
Please specify your gender
Male
Female
Please specify your age group
3-5 years
6-8 years
More than 8 years
Objectives based questions
RO1: To address the business environment of Egypt and its impact on UAE export
companies
Do you agree that the political condition of Egypt impact on UAE export companies?
Strongly agree
Agree
Neutral

DISSERTATION 24
Disagree
Strongly disagree
Do you believe that the unemployment and inflation rate of Egypt has an impact on
UAE export companies?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Do you agree that CAGE distance framework addresses the difference in cultural,
administrative, geographic, and economic factor?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Do you believe that blue ocean strategy focuses on searching the factor for business?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
RO2: To identify the market entry modes for entering into Egypt in the context of UAE
export firms

DISSERTATION 25
Do you agree that a joint venture can be used by UAE export firms for entering into
Egypt?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Do you believe that foreign direct investment can be developed by UAE export firms for
making an investment in Egypt?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Do you feel that the trade barriers can be imposed through government by developing
rules and regulations, embargos, tariffs and import the quotas?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Do you agree that non-tariff trade barriers can affect the UAE export firms for making
an investment in Egypt?
Strongly agree
Agree

DISSERTATION 26
Neutral
Disagree
Strongly disagree
RO3: To recommend the marketing strategy to create awareness about the Egyptian
market and increasing the profit of UAE export firms
Do you believe that online marketing can be used by UAE export firms to create
awareness about the Egyptian market and increasing the profit of UAE export firms?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Do you believe that promotion can be used by UAE export firms that can closely make
the transformation in products?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Interview question with five MOE representatives
RO1: To address the business environment of Egypt and its impact on UAE export
companies
In your opinion, which factors are affecting the business environment of Egypt and its impact
on UAE export companies?

DISSERTATION 27
RO2: To identify the market entry modes for entering into Egypt in the context of UAE
export firms
Which entry modes can be used for entering into Egypt in the context of UAE export firms?
RO3: To recommend the marketing strategy to create awareness about the Egyptian
market and increasing the profit of UAE export firms
Which marketing strategy can be used to create awareness about the Egyptian market and
increasing the profit of UAE export firms?

DISSERTATION 28
Data Analysis and Discussion
Gender
Male 25
Female 25
50%50%
Gender
Male Female
From the above chart, it can be stated that the researcher has selected 50% of males and 50%
of females. It indicates that student has selected equal participant from a different group in
order to decline the biases concerns.
Age group
3-5 years 20
6-8 years 18
More than 8 years 12
3-5 years 6-8 years More than 8 years
0
5
10
15
20
25 20 18
12
Age group
Age group
As per the above chart, it can be stated that most of the participants i.e. 20 out of 50 belongs
to 3-5 years. In contrast to this, there are only 12 out of 50 participants belong to more than 8
years.
Objectives based questions

DISSERTATION 29
RO1: To address the business environment of Egypt and its impact on UAE export
companies
The political condition of Egypt impact on UAE export companies
Strongly agree 13
Agree 17
Neutral 8
Disagree 7
Strongly disagree 5
Strongly
agree Agree Neutral Disagree Strongly
disagree
0
5
10
15
20
13
17
8 7 5
Political condition of Egypt impact on
UAE export companies
Political condition of Egypt
impact on UAE export
companies
As per the above table and chart, it can be evaluated that there are 30 out of 50 respondents
feel that the political condition of Egypt impact on the export companies of UAE. In opposed
to this, there are only 12 out of 50 MOE representatives who are disagreed with this
statement.
Unemployment and inflation rate of Egypt has an impact on UAE export
companies
Strongly agree 18
Agree 16
Neutral 8
Disagree 5
Strongly disagree 3

DISSERTATION 30
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
0 2 4 6 8 10 12 14 16 18 20
18
16
8
5
3
Unemployment and inflation rate of
Egypt has impact on UAE export
companies
Unemployment and
inflation rate of Egypt has
impact on UAE export
companies
The above table and chart stated that there are 34 out of 50 participants were agreed that
unemployment and inflation rate of Egypt has an impact on UAE export companies. On the
other side, there are only 8 out of 50 participants were not agreed with this statement.
CAGE distance framework addresses the difference in the cultural,
administrative, geographic and economic factor
Strongly agree 16
Agree 11
Neutral 12
Disagree 4
Strongly disagree 7
Strongly
agree Agree Neutral Disagree Strongly
disagree
0
5
10
15
20
16 11 12
4 7
CAGE distance framework addresses the
difference in cultural, administrative,
geographic and economic factorCAGE distance framework
addresses the difference in
cultural, administrative,
geographic and economic
factor
It is assessed that there are 27 out of 50 respondents were believed that CAGE distance
framework addresses the difference in the cultural, administrative, geographic, and economic

DISSERTATION 31
factor. In contrast to this, there are only 11 out of 50 respondents were not agreed with this
statement.
Blue ocean strategy focuses on searching the factor for business
Strongly agree 15
Agree 14
Neutral 9
Disagree 7
Strongly disagree 5
Strongly
agree Agree Neutral Disagree Strongly
disagree
0
5
10
15
20 15 14
9 7 5
Blue ocean strategy focuses on
searching the factor for business
Blue ocean strategy
focuses on searching the
factor for business
The above chart shows that most of the participants i.e. 29 out of 50 respondents were stated
that blue ocean strategy focus on searching the factor for business. In contrast to this, there
are 12 out of 50 participants were not agreed with this statement.
RO2: To identify the market entry modes for entering into Egypt in the context of UAE
export firms
Joint venture can be used by UAE export firms for entering into Egypt
Strongly agree 12
Agree 14
Neutral 5
Disagree 11
Strongly disagree 8

DISSERTATION 32
Strongly
agree Agree Neutral Disagree Strongly
disagree
0
2
4
6
8
10
12
14
16
12
14
5
11
8
Joint venture can be used by UAE
export firms for entering into Egypt
Joint venture can be used
by UAE export firms for
entering into Egypt
The above table and chart demonstrate that there are 26 out of 50 participants stated that Joint
venture can be used by UAE export firms for entering into Egypt. On the other side, there are
only 19 out of 50 respondents were not agreed with this statement.
Foreign direct investment can be developed by UAE export firms
Strongly agree 18
Agree 14
Neutral 9
Disagree 5
Strongly disagree 4
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
0 2 4 6 8 10 12 14 16 18 20
18
14
9
5
4
Foreign direct investment can be
developed by UAE export firms
Foreign direct investment
can be developed by UAE
export firms

DISSERTATION 33
The above chart stated that there are 32 out of 50 respondents believed that foreign direct
investment can be developed by UAE export firms. In contrast to this, there are 9 out of 50
respondents were disagreed with this statement.
Trade barriers can be imposed through government
Strongly agree 14
Agree 12
Neutral 10
Disagree 8
Strongly disagree 6
Strongly
agree Agree Neutral Disagree Strongly
disagree
0
2
4
6
8
10
12
14
16 14
12
10
8
6
Trade barriers can be imposed
through government
Trade barriers can be
imposed through
government
The above table and chart show that there are 26 out of 50 respondents were agreed with this
statement trade barriers can be imposed through the government. In opposed to this, there are
only 14 out of 50 participants were disagreed with this statement.
Non-tariff trade barriers can affect the UAE export
Strongly agree 15
Agree 12
Neutral 8
Disagree 9
Strongly disagree 6

DISSERTATION 34
Strongly
agree Agree Neutral Disagree Strongly
disagree
0
2
4
6
8
10
12
14
16 15
12
8 9
6
Non-tariff trade barriers can affect
the UAE export
Non-tariff trade barriers
can affect the UAE export
The above table and chart show that there are 27 out of 50 respondents stated that non-tariff
trade barriers can affect the UAE export. In opposed to this, there are 15 out of 50
participants were not agreed with this statement.
RO3: To recommend the marketing strategy to create awareness about the Egyptian
market and increasing the profit of UAE export firms
Online marketing can be used by UAE export firms
Strongly agree 16
Agree 11
Neutral 8
Disagree 6
Strongly disagree 9
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
0 2 4 6 8 10 12 14 16 18
16
11
8
6
9
Online marketing can be used by UAE
export firms
Online marketing can be
used by UAE export firms

DISSERTATION 35
The above chart demonstrates that there are 27 out of 50 participants were agreed, and 8 were
neutral with this statement that online marketing can be used by UAE export firms for
creating the awareness about the products and services. In opposed to this, only 15 out of 50
participants have disagreed with this statement.
Promotion can be used by UAE export firms
Strongly agree 15
Agree 23
Neutral 5
Disagree 4
Strongly disagree 3
Strongly
agree Agree Neutral Disagree Strongly
disagree
0
5
10
15
20
25
15
23
5 4 3
Promotion can be used by UAE
export firms
Promotion can be used by
UAE export firms
The above chart illustrated that there are 31 out of 50 respondents believe that promotion can
be used by UAE export firms. In opposed to this, there are 7 out of 50 participants were
disagreed with the given statement.
Discussion
RO1: To address the business environment of Egypt and its impact on UAE export
companies
From the data analysis, it is found that most of the participants believed that the political
condition of Egypt impact on UAE export companies. From the interview, it is found that
there are different factors that can affect the business environment of Egypt and has an

DISSERTATION 36
impact on UAE export companies such as political, social, technological, economic,
environmental, and legal. It is also identified that the unemployment and inflation rate of
Egypt has an impact on UAE export companies.
This finding is supported by the opinion of Nobanee and Ellili (2016), as it was discussed that
in Egypt, there is instability in political circumstances that may influence the UAE export
companies. Because of unstable circumstance, election involves a wider amount of spending
there. It is also illustrated that the unemployment rate is diminishing as it can unfavorably
affect the business growth with respect to recruiting the bulk of respondents.
It is demonstrated that most respondents believed that CAGE distance framework addresses
the difference in the cultural, administrative, geographic, and economic factor. It is also
identified that blue ocean strategy focuses on searching the factor for business. This finding is
favored by the view of Abdouli and Hammami (2017), as it was evaluated that CAGE
distance structure identifies the differences in some factors like administrative, cultural,
economic, and geographical. UAE export companies can address when crafting global
strategies. It could be practiced for understanding the capital structure, flows of an individual,
data, and trade. It is also stated that blue ocean strategy focuses on searching the factor for
business in which, some companies perform with no pricing burden.
RO2: To identify the market entry modes for entering into Egypt in the context of UAE
export firms
It is evaluated that most of the participants believed that joint venture can be used by UAE
export firms for entering into Egypt. From the interview, it is addressed that there are two
entering modes used to UAE export firms for penetrating into Egypt. These findings are
supported by the opinion of Zaefarian et al. (2016), as it was stated that joint venture could be
used by UAE export firms where two companies agree to do work together in a particular

DISSERTATION 37
way for manufacturing the specific products. Along with this, UAE export companies can
make an agreement with local Egyptian corporation to manufacture the product.
It is also addressed that most of the respondents feel that trade barriers can be imposed
through government by developing rules and regulations, embargos, tariffs and import the
quotas. It is also illustrated that most of the respondents believe that non-tariff trade barriers
can affect the UAE export firms for making an investment in Egypt. These findings are
favored by the opinion of Alaya et al. (2017), as it was discussed that trade barriers
demonstrate the unfavorable impression however, it helps to gain the economy for a
particular country by diminishing the imports. Along with this, the trade barriers could be
imposed by the government to develop the embargos, tariffs and creating regulation as well
as, import the quotas.
RO3: To recommend the marketing strategy to create awareness about the Egyptian
market and increasing the profit of UAE export firms
It is also identified that most of the respondents stated that online marketing can be used by
UAE export firms to create awareness about the Egyptian market and increasing the profit of
UAE export firms. It is also demonstrated that most of the respondents opined that promotion
can be used by UAE export firms that can closely make the transformation in products.
Through the interview from import manager, it is found that most of the manager believed
that there are a different marketing strategy to create the awareness about Egyptian market
and increasing the profit of UAE export firms such as online marketing and promotion. These
findings are supported by the view of Al‐Abdin et al. (2018), as it was explained that online
marketing could be practiced through UAE export companies as people in Egypt can be
highly practiced internet for sharing the information as well as, with the purpose of online
shopping. Along with this, Google ads and Facebook could be practiced by UAE export
companies as an individual in Egypt is highly accessible to the internet. Moreover, UAE

DISSERTATION 38
export companies can buy the advertising on specific websites, but bulk of online
advertisement can work by keywords.

DISSERTATION 39
Conclusion and Recommendations
Conclusion
RO1: To address the business environment of Egypt and its impact on UAE export
companies
From the above discussion, it can be concluded that the political condition of Egypt can
impact on UAE export companies. It is also evaluated that unemployment and inflation rate
of Egypt has an impact on UAE export companies. It can be summarised that CAGE distance
framework addresses the difference in a cultural, administrative, geographic, and economic
factor. It can be also concluded that blue ocean strategy focuses on searching the factor for
business. It can be also evaluated that there are different factors of the business environment
of Egypt that impact on UAE export companies like political, social, technological,
economic, legal, and environmental.
RO2: To identify the market entry modes for entering into Egypt in the context of UAE
export firms
As per the above interpretation, it can be summarized that the joint venture can be used by
UAE export firms for entering into Egypt. It is also concluded that foreign direct investment
can be developed by UAE export firms for making an investment in Egypt. It can be
summarised that trade barriers can be imposed through government by developing rules and
regulations, embargos, tariffs and import the quotas. It can be summarized that non-tariff
trade barriers can affect the UAE export firms for making an investment in Egypt. It can be
also stated that there are different market entry modes for entering into Egypt such as joint
business venture and foreign direct investment.
RO3: To recommend the marketing strategy to create awareness about the Egyptian
market and increasing the profit of UAE export firms

DISSERTATION 40
According to the above evaluation, it can be concluded that online marketing can be used by
UAE export firms to create awareness about the Egyptian market and increasing the profit of
UAE export firms. It can be summarised that promotion can be used by UAE export firms
that can closely make a transformation in products. It can be concluded that there are
different marketing strategies for developing awareness about the Egyptian market and
increasing the profit of UAE export firms such as online marketing and promotion.
Recommendations
From the above conclusion, it can be recommended that UAE export firms should use
effective marketing action plan. An aggressive as well as, calculated marketing approach is
required for export marketing. To execute export marketing feasibly, the company should do
it in correct phases for making sure the export sales growth. It is essential for international
business schemes; the company should define where it stands relative to the potential
marketplace and to clearly define its objectives for them (Murthy, 2018). Moreover, a
strategic action plan can be used to emphasize on marketing targets by gathering and
assessing the feasible data, laying out the steps, accounting for restriction for an action
strategy. The company should develop the obtainable goals and corresponding timetable for
making them a reality as well as keep the flexibility in terms of adjusting the objectives when
conditions transform (Santos, et. al., 2016).
It can be suggested that pricing strategy can be used by UAE export firms for transformations
in the price of products that a business owner can use to influence the purchase of their
products. Along with this, pricing strategies can be beneficial to export the advertising when
the company does not have different competitors in target nation that provides the same
product as a company does or when a company is new to that particular market and it wants
from consumer to try their products. It can use a different pricing approach such as

DISSERTATION 41
membership special pricing, promotions, discount as well as bundle pricing (Eltawy, and
Gallear, 2017).
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Research and Applications, 21(4), pp.431-443.

DISSERTATION 48
Zaefarian, R., Eng, T.Y. and Tasavori, M., 2016. An exploratory study of international
opportunity identification among family firms. International Business Review, 25(1), pp.333-
345.

DISSERTATION 49
Appendix: Survey through questionnaire
Demographic questions
Please specify your gender
Male
Female
Please specify your age group
3-5 years
6-8 years
More than 8 years
Objectives based questions
RO1: To address the business environment of Egypt and its impact on UAE export
companies
Do you agree that the political condition of Egypt impact on UAE export companies?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Do you believe that the unemployment and inflation rate of Egypt has an impact on
UAE export companies?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree

DISSERTATION 50
Do you agree that CAGE distance framework addresses the difference in cultural,
administrative, geographic and economic factor?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Do you believe that blue ocean strategy focuses on searching the factor for business?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
RO2: To identify the market entry modes for entering into Egypt in the context of UAE
export firms
Do you agree that a joint venture can be used by UAE export firms for entering into Egypt?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Do you believe that foreign direct investment can be developed by UAE export firms for
making an investment in Egypt?
Strongly agree
Agree

DISSERTATION 51
Neutral
Disagree
Strongly disagree
Do you feel that the trade barriers can be imposed through government by developing
rules and regulations, embargos, tariffs and import the quotas?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Do you agree that non-tariff trade barriers can affect the UAE export firms for making
an investment in Egypt?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
RO3: To recommend the marketing strategy to create awareness about the Egyptian
market and increasing the profit of UAE export firms
Do you believe that online marketing can be used by UAE export firms to create
awareness about the Egyptian market and increasing the profit of UAE export firms?
Strongly agree
Agree
Neutral
Disagree

DISSERTATION 52
Strongly disagree
Do you believe that promotion can be used by UAE export firms that can closely make a
transformation in products?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree