Management: Analysis and Strategies for Business Operations

This report analyzes different aspects of managing business operations and provides strategies for success and competitive advantage. It focuses on the Feathers Company in UAE.

Running head: MANAGEMENT
Management
Name of the Student
Name of the University
Author note

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Executive Summary
The report has thrown light on analysing the different kinds of aspects which proves to be
helpful in managing the business operations in a successful manner. There has been inclusion
of the different marketing audit of both internal and external analysis of the environment that
has helped the company to globally expand the business operations in the different countries
in a positive manner. Moreover, with the implementation and evaluation control of the
different strategies, it has created a proper aspect which will be helpful for the business to be
successful and gain competitive advantage.

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Table of Contents
Introduction................................................................................................................................3
Overview of Feathers Company.............................................................................................3
Mission and Vision................................................................................................................4
Marketing Audit.........................................................................................................................4
Macro and Micro Analysis.....................................................................................................5
PESTEL Analysis...............................................................................................................5
SWOT Analysis...................................................................................................................11
Marketing Objectives...............................................................................................................14
Marketing Mix.........................................................................................................................15
Implementation and Evaluation Control..................................................................................16
Action Plan...............................................................................................................................17
References................................................................................................................................19

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Introduction
The report throws light on the overall analysis internal and external analysis of the
Feathers Company which is situated in United Arab Emirates. With the help of the internal
and external analysis of the company, the different opportunities, threats, strengths along with
weaknesses are being identified which can affect the growth of the company during the
global expansion. Moreover, the marketing objectives of the company are required to be
identified which will be beneficial for the overall growth of the company in the different
markets. The proper external and internal environment analysis is required to be done on
UAE market as the fashion industry is growing and they have been able to gain popularity.
Overview of Feathers Company
Feathers Company is one of the Emirati brands which has the Arabic culture deeply
rooted in the tale from the logo that was inspired from the traditional architectural patterns
which helped in showcasing the proud as well as rich heritage. The company was founded in
the year 2010 in the month of October 10th1. Feathers Company is the first Arabic luxury
brand which helps in offering the full range of the genuinely crafted products such as leather
goods, fine jewelry, captivating fragrances, sunglasses along with accessories and the top line
shoes for the different customers. In addition, the Feathers goods are appealing to the
different young Arabs and they have done the same by making bold statements by celebrating
the love of luxury in the most Arabic manner. It is the first boutique which has been opened
in Abu Dhabi and it has been able to creating a strong presence in the different upscale
shopping centers such as Yas Mall, Abu Dhabi and Dalma Mall, Abu Dhabi.
1Feathersfashion.com- Feathers Fashion | Feathers Fashion UAE http://feathers-fashion.com/?page_id=18859
(2019) [Retrieved from 9th April 2019]

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Mission and Vision
The main mission of the Feathers Boutique is to engage in offering the customers
with the different garments along with accessories which are targeted for females and males’
customers. The main aim is to maintain the highest standards in terms of the customer
service, quality of the products which are served to the customers which will be satisfying the
needs of the customers2. The company treats the different customers in the market with high
priority and in order to serve them with the best products and services, the company tries to
understand their experience, needs along with lifestyle.
On the other hand, the vision of the Feathers Boutique is to operate with the overall
perfection in each and every aspect, cherish beauty along with the style within the overall
fashion industry and the company aims to maintain the brand name as well as reputation3.
Moreover, the other vision of the company is to be the favorite of the customers through
providing them with the products of best quality along with the reasonable pricing and
providing them with the unique customer experience.
Marketing Audit
With the help of the marketing audit, it will be helpful in thorough review of the
marketing plan, objectives along with current activities which are being executed in the
business4. The main goal of the marketing audit is to make the working practices more
2Watrobski, Jaroslaw, Jaroslaw Jankowski, and Pawel Ziemba. "Multistage performance modelling in digital
marketing management." Economics & Sociology 9, no. 2 (2016): 101.
3Shaw, Stephen. Airline marketing and management. Routledge, 2016.
4Olson, Eric M., Stanley F. Slater, G. Tomas M. Hult, and Kai M. Olson. "The application of human resource
management policies within the marketing organization: The impact on business and marketing strategy

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effective which will be beneficial in the global expansion aspects. In case of Feathers
Boutique, the main marketing objective is to expand the business in UAE market.
Macro and Micro Analysis
With the help of the PESTEL analysis, the different kinds of internal as well as
external factors are required to be identified which will be beneficial in understanding the
threats as well as opportunities for Feathers Boutique to expand their business operations in
the UAE market.
PESTEL Analysis
Political Factors-The different politics play a major role in the business world as it
plays a crucial role in business structuring like economics. In the UAE economy, there is
political stability along with flexibility of the government is present in the market and across
the entire country. It will be beneficial for Feathers Boutique to expand their business
operations in the UAE market5. As Feathers Boutique is a big brand name in UAE market,
therefore in order to expand their business operations, the respective boutique needs to handle
the different political conflicts in an effective manner to allow flexibility around the
economy.
implementation." Industrial Marketing Management 69 (2018): 62-73.
5Moutinho, Luiz, and Alfonso Vargas-Sanchez, eds. Strategic Management in Tourism, CABI Tourism Texts.
Cabi, 2018.

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Figure 1: Political Aspects of UAE
(Source:Jaroslaw, Jankowski and Ziemba 2016)
Economic Factors- In the UAE market, there is exceptionally high rate of GDP per
capita and the rate of employment is low as well which proves to be beneficial for the growth
and stability of the company. It is one of the major success factors for Feathers Boutique to
expand globally. As Feathers Company is one of the luxurious brands which sells and offers
the different products to the high and middle-class customers and therefore, it is essential for
them to understand the overall scenario of people in UAE and whether the brand is affordable
in the respective market6. The growth of the GDP is 38,257.51 Crores USD which proves to
be beneficial for matching the different products as well as services for the customers in such
market.
6Järvinen, Joel, and Heini Taiminen. "Harnessing marketing automation for B2B content marketing." Industrial
Marketing Management 54 (2016): 164-175.

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Figure 2: GDP Aspects of United Arab Emirates
(Source: Jaroslaw, Jankowski and Ziemba 2016)
Social Factors- In case of social factors, there are few aspects such as income of the
individuals can be one of the most essential aspects as the income level is huge in comparison
to the other countries and the standard of living of the people is high as well. Moreover, it has
been seen that the inhabitants in the UAE market prefer to live comfortable and the main
reason behind the same is their well known jobs and there is specific clothing which is wore
and it is one of the main aspects which will be affecting the overall effectiveness. In such
scenario, Feathers Company will be gaining competitive advantage in the market of UAE and
the globalization has gradually resulted in the area and it is the mixture of different cultures
that will be beneficial for the overall growth of the company7.
7Johnsen, Thomas E. "Purchasing and supply management in an industrial marketing perspective." Industrial
Marketing Management 69 (2018): 91-97.

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Figure 3: Standard Living and Disposable Income in UAE
(Source: Jaroslaw, Jankowski and Ziemba 2016)
Technological Factors- The availability of internet along with the telecommunication
infrastructure are the different aspects which will be beneficial for the overall growth of the
company. In addition, the young population in UAE market is tech savvy that will allow the
respective boutique to leverage technological advancement and gain competitive advantage.
The availability of wealth in the country as to purchase new equipments can be the positive
aspect for continuing their business in the market8. The technological aspects play a major
role in the business of the fashion industry or the boutiques that will be a bug opportunity for
expanding the business operations in UAE.
8Homburg, Christian, DanijelJozić, and Christina Kuehnl. "Customer experience management: toward
implementing an evolving marketing concept." Journal of the Academy of Marketing Science 45, no. 3 (2017):
377-401.

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Figure 4: Technological Innovations at UAE
(Source: Jaroslaw, Jankowski and Ziemba 2016)
Legal Factors- In case of the legal factors, the different aspects such as there are
inclusion of the different labor laws such as health and safety aspects for the employees
working in the organizations. Moreover, there is inclusion of Employment Rights Act 1996
as well as the Employment Act 2002 are included in the market of UAE that has reduced the
discrimination among employees. Due to the same, it will be beneficial for the overall global
expansion of the company in UAE9.
9Gummesson, Evert. "From relationship marketing to total relationship marketing and beyond." Journal of
Services Marketing 31, no. 1 (2017): 16-19.

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Figure 5: Legal Aspects in UAE
(Source: Jaroslaw, Jankowski and Ziemba 2016)
Environmental Factors- The respective country UAE has hot and dry climate
wherein the production can slow down, however there are different kinds of equipments
which can be implemented by Feathers Company to continue their operations in UAE. The
different environmental aspects such as environment related regulations are followed in the
market of UAE. Moreover, the Feathers Boutique follows the sustainability practices which
will be beneficial in continuing and expanding their business operations in UAE market10.
10Atwal, Glyn, and Alistair Williams. "Luxury brand marketing–the experience is everything!." In Advances in
luxury brand management, pp. 43-57. Palgrave Macmillan, Cham, 2017.

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Figure 6: Sustainability Practices in UAE
(Source:Jaroslaw, Jankowski and Ziemba 2016)
SWOT Analysis
SWOT analysis is the comprehensive audit along with competitive analysis which
helps in identification of the strengths, weaknesses, opportunities along with threats which
are being faced by the business. In case of Feathers Boutique, the SWOT analysis will be
helpful in improving the business scenario to a proper extent.
Strengths
The different clothes, accessories along with collection of shoes of the company is
made up of high quality fabrics along with there is proper usage of the digital print
technology. Moreover, the clothes which are being sold by them are fashionable and

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wearable in nature that is refreshing in terms of color. The fashion designers of the company
have left her imprint on each and every item which are sold by them.
Furthermore, the company is trying to meet the different changing needs of the
customers present in the market along with keeping in line with the adventurous style which
is followed in the present scenario. The major inspiration of the store is to provide the
customers with the vintage look clothing which helps in making it popular for the elite class
people.
Moreover, the boutique brand is aspirational along with specialized designs which
help the company in managing the overall effectiveness of the company and gain
competitiveness in the market. The clothing and the various accessories which are being sold
by them are considered to be the items of the collectors and is of high importance as well.
Weaknesses
The respective fashion boutique is not so branded and it is not possible for them to
reach to the different countries and attract the customers. Moreover, the boutique charges
high prices and has limited recall of brand and there is inclusion of limited production for
certain times as well in the market 11
The product range is small and limited which affects the overall growth of the
company in a negative manner. furthermore, the prints and the designs are very distinct and it
is not affordable by the different group of customers present in the market.
11Andrews, Josie L., and Jonathan E. Taylor. "Keeping Adult Education in the Mix: Using the Marketing Mix to
Foster Viable and Sustainable Graduate Programs for Adult Learners." International Journal of Technology and
Educational Marketing (IJTEM) 7, no. 1 (2017): 26-37.

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In addition to the same, the respective boutique company is considered to be quite a
niche market which attracts only a particular group of individuals in the market and the price
range is high which cannot be afforded by all the individuals.
Opportunities
In the present scenario, there is high growthin the online retail and e-commerce
business which is gaining huge amount of importance which helps in improving the different
business operations in a proper manner. It will be beneficial for Feathers Company in which
it has been noticed that through online presence, the company will be able to raise the brand
portfolio along with awareness among the customers through advertising as well as
connections to the stockists12.
Moreover, there can be introduction of the innovative methods of printing which will
be helpful in incorporating the sustainable elements into the designs that will be beneficial for
the overall growth of the boutique in a proper and effective manner.
There can be introduction and hiring of the young group designers which will be
beneficial in designing the different clothes in line with the changing fashion.
Threats
The major threat which can be experienced in the respective aspect is that the
switching costs among the customers is high and the economic downturn is affecting the
presence of the company in different countries.
12Andrews, Josie L., and Jonathan E. Taylor. "Keeping Adult Education in the Mix: Using the Marketing Mix to
Foster Viable and Sustainable Graduate Programs for Adult Learners." International Journal of Technology and
Educational Marketing (IJTEM) 7, no. 1 (2017): 26-37.

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Moreover, there are different competitors of the boutique in the market that has
affected the overall efficiency of the respective brand in a negative manner and due to the
same, there can be market saturation of the brand.
Furthermore, the company is not able to compete with the different cheaper, lower
quality imitations on the high street and due to the same, the company is not able to gain big
brand profile through select stockists.
Marketing Objectives
Feathers is one of the most significant brands which is situated at Abu Dhabi and the
attention of the respective organization is mainly focused on consumers and they
continuously develop quality, image as well as look for the different organizational structures
along with products as to integrate as well as achieve the different expectations of the
customers in order to provide the customers with excellent value. The respective organization
is synonymous to innovation and the company is strengthening the different products as well
as services in the competitive business environment to improve their presence in different
parts of the world. The different marketing objectives of the Feathers Company is inclusive
of the following:
 Market Development-To increase into the new business markets and reacting to the
different customer segments
 Market Penetration- To achieve the market share across the entire globe wherein they
want to compete and create their presence and it will be beneficial for them to include
their presence in UAE
 Product Awareness-To develop proper visibility along with consciousness regarding
the respective brand which will be helpful for them in providing consistent as well as
clear support as well as messaging inventiveness of the product at point of scale

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Marketing Mix
The marketing mix of Feathers Boutique will be covering the 4Ps along with the
overall analysis of the marketing strategy of the company.
Product-Feathers Boutique is considered to be one of the luxurious brands in the
market of United Arab Emirates. The different product offerings of the company include the
different kinds of accessories, clothing for men as well as women, the shoes of men and
women which will be beneficial for the business as it is trying to offer the one stop solution to
the different customers in the market and gain competitive advantage in the market as well13.
It will be beneficial for the company in the UAE market which will be one of the competitive
factors by teaming up with the local talents to provide the best fashion brands. Moreover, the
boutique prefers the sustainable development and they are committed towards reduction of
production of the waste.
Price-The different products which are offered by the company are high on fashion
and it charges high pricing aspect for the different products sold by them and the boutique is
termed as luxurious brand14. The boutique follows the high cost differentiation strategy which
will be of huge importance in the markets of UAE as well as it will be able to improve the
overall effectiveness in the market appropriately. On the other hand, Feathers Fashion
Boutique includes low level of discounting throughout the year that can be the advantage for
global expansion of the business in the market of UAE.
13Bagozzi, Richard P., Jose Antonio Rosa, Kirstin Sawhney Celly, and Francisco Coronel. Marketing-
Management. Walter de Gruyter GmbH & Co KG, 2018.
14Chernev, Alexander. Strategic marketing management. Cerebellum Press, 2018.

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Place-Feathers Boutique is a unique place and it is helpful in designing and
manufacturing the products itself. The company has their presence in the different places of
United Arab Emirates and it is the vertically integrated organization and the supply chain of
the company provides them with competitive advantage. It will be beneficial in expanding
their business in UAE market and it will be beneficial for gaining success15.
Promotion-Feathers Company barely spends on the advertising aspects and there are
no such flashy campaigns used by the company. The unique selling propositionsof the
company is the unique products along with large variety of styles which will be beneficial for
increasing their market share in the UAE market. The word of mouth technique can be
helpful in managing the overall effectiveness in the UAE market and gain competitive
advantage.
Implementation and Evaluation Control
In order to globally expand the business operations in market of UAE, there are
different kinds of evaluations which are required to be considered as it will be beneficial for
the overall success of the firm in the respective market.
Analysis of the Competitors
It is the first aspect which should be analyzed by the company as it will be helpful for
them in understanding the overall position of the fashion industry in the respective market. In
the UAE along with other markets, there are different kinds of fashion brands which are
performing well and it can affect the growth of Feathers Boutique and proper steps are
15Baker, Michael J., and Michael Saren, eds. Marketing theory: a student text. Sage, 2016.

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required to be analyzed as it will provide them knowledge on the pricing strategies which will
be beneficial for the growth.
Differentiation Pricing Technique
It is the other aspect which can be adopted by the company in order to expand their
business in UAE as well as in other countries and gain profitability. As there is inclusion of
the different competitors who are selling similar products, therefore the differentiation
concept can be beneficial for them in gaining stronger customer base and become more
competitive in nature.
Action Plan
Activity
1-
8th
Marc
h
10
-15th
March
16
-18th
March
19
-22nd
March
23
-26th
March
27th
March-
04th
April
Objectives of the plan
Challenges Faced by Company in
UAE market
Target Market Aspects such as
lifestyle and demographics
Organizational Strategy for global
expansion
Formation of digital marketing
campaign

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Selecting appropriate aspect for
conducting research
Collection of data
Analyzing the data
Interpretation of collected data sets
Concluding the Study

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References
Aghazadeh, Hashem. "Strategic marketing management: Achieving superior business
performance through intelligent marketing strategy." Procedia-Social and Behavioral
Sciences207 (2015): 125-134.
Andrews, Josie L., and Jonathan E. Taylor. "Keeping Adult Education in the Mix: Using the
Marketing Mix to Foster Viable and Sustainable Graduate Programs for Adult
Learners." International Journal of Technology and Educational Marketing (IJTEM) 7, no. 1
(2017): 26-37.
Atwal, Glyn, and Alistair Williams. "Luxury brand marketing–the experience is everything!."
In Advances in luxury brand management, pp. 43-57. Palgrave Macmillan, Cham, 2017.
Bagozzi, Richard P., Jose Antonio Rosa, Kirstin Sawhney Celly, and Francisco
Coronel. Marketing-Management. Walter de Gruyter GmbH & Co KG, 2018.
Baker, Michael J. "What is marketing?." In The Marketing Book, pp. 25-42. Routledge, 2016.
Baker, Michael J., and Michael Saren, eds. Marketing theory: a student text. Sage, 2016.
Chernev, Alexander. Strategic marketing management. Cerebellum Press, 2018.
Feathersfashion.com- Feathers Fashion | Feathers Fashion UAE http://feathers-fashion.com/?
page_id=18859 (2019) [Retrieved from 9th April 2019]
Gummesson, Evert. "From relationship marketing to total relationship marketing and
beyond." Journal of Services Marketing 31, no. 1 (2017): 16-19.

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Homburg, Christian, DanijelJozić, and Christina Kuehnl. "Customer experience management:
toward implementing an evolving marketing concept." Journal of the Academy of Marketing
Science 45, no. 3 (2017): 377-401.
Järvinen, Joel, and Heini Taiminen. "Harnessing marketing automation for B2B content
marketing." Industrial Marketing Management 54 (2016): 164-175.
Johnsen, Thomas E. "Purchasing and supply management in an industrial marketing
perspective." Industrial Marketing Management 69 (2018): 91-97.
Moutinho, Luiz, and Alfonso Vargas-Sanchez, eds. Strategic Management in Tourism, CABI
Tourism Texts. Cabi, 2018.
Olson, Eric M., Stanley F. Slater, G. Tomas M. Hult, and Kai M. Olson. "The application of
human resource management policies within the marketing organization: The impact on
business and marketing strategy implementation." Industrial Marketing Management 69
(2018): 62-73.
Shaw, Stephen. Airline marketing and management. Routledge, 2016.
Watrobski, Jaroslaw, Jaroslaw Jankowski, and Pawel Ziemba. "Multistage performance
modelling in digital marketing management." Economics & Sociology 9, no. 2 (2016): 101.