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Operationalizing & Communicating Value Assignment

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Added on  2021-06-17

Operationalizing & Communicating Value Assignment

   Added on 2021-06-17

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Operationalizing & Communicating Value (Author’s name)(Institutional Affiliation)1
Operationalizing & Communicating Value Assignment_1
Introduction Assignment one entailed a comprehensive market analysis of the UAE centered on its impact on Bein Edaik. Founded in the year 2018 Bein Edaik is a food company whose vision is the provision of high quality ready meals to its target clientele base of busy individuals whodo not believe in the existence of fast healthy meals. To cater to a diverse clientele base, the business offers a wide variety of cuisine that include Oriental, Indian, Japanese, Western and Malay. In reviewing the UAE market and how it would relate to the business, the group employed a SWOT, PESTEL and Porter’s analysis. The tools used will help in the attainment of a clear understanding of the market and how it will impact the business. Through PESTEL analysis, the group was able to develop a clear understanding if the UAE market and its suitability as a location for doing business. From the analysis, it is evident that the UAE market offers a number of opportunities for the organization. The fact that the countryis geographically located in a high traffic trade area and its has an alliance with the GCC implies that it offers a large and diverse customer demographic for the company to target. Countries located around high frequency transportation corridors tend to have a diverse population demographic which is good for businesses in the region as they can cater to the needs of a larger demographic. The fact that the country has enjoyed a stable political system since its independence in 1971 and that it operates on an ideology of peace and justice serves tomake the country a prime location for foreign direct investment which helps in GDP growth. The growth in GDP is reflected in the 1.3% economic gains of 2017. From the economic analysis of the country, it is evident that the UAE has a large population demographic that is able to afford the products and services that will be offered by the company. It also serves to demonstrate that a large percentage of the population fits within the category of the clients for 2
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the company. This is demonstrated in the fact that the UAE has a GDP per capita of $407 billion and very low unemployment rates. The fact that the country is economically stable with low employment rates is quite beneficial for a new start up like Bein Edaik because of the fact that a significant percentage of the population will be able to afford the food products offered bythe company. The low unemployment rate also demonstrates that a significant percentage of thecountry’s population is working and as a result most people lack the time to prepare home cooked meals. This makes services offered by companies like Bein Edaik highly welcomed bythe expatriate and local communities. Bein Edaik’s expansive potential customer base is evidentin the fact that the country has a population of 9,121 million with 61% of the citizens being between the ages of 25-54 which is the working age. This is important because it demonstrates that the company’s target clientele base occupies a significant percentage of the population. The fact that globalization has led to a mix of different cultures in the country also serves to demonstrate that the organization has a diverse customer demographic to choose from thereby leading to increased opportunities of profit for the business. Another aspect of the UAE that will work in favor of the business is that the country’s has a relatively easy process of establishing a business and that the country is ranked 21st with regardsto ease of doing business. However, it is essential to note that Bein Edaik will have to undergo a number of stringent checks by the regulatory bodies in charge of food safety I the region. From the porters five analysis, it is evident that eve thought the UAE offers a promising business environment for emerging companies, the food industry in the country is highly competitive. This is evident in the number of competitors and substitutes for Bein Edaik. The Porters five analysis also reveals that the company will have strong bargaining power with regards to the sourcing of products. This is seen in the large number of suppliers operating in the market who 3
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make it easier for a buyer to change suppliers. The fact that the organization has four categoriesof buyers to choose from and only two substitutes makes it logical for one to argue that the UAE offers a valid location for the company to grow. Unlike in most other regions across the Gulf , the UAE’s food market is highly developed. This is largely due to the fact that the country has a strong social system which has served to make the country a highly multicultural setting. Expatriates constitute a considerable portion of the country’s population. As a result of this by offering different cuisines the company will beable to exploit the variation in population demographic across the country. This will help in developing the clientele base of the organization. However, it is essential to note that by failing to specialize on a particular cuisine the organization runs the risk of over stretching its operations which is likely to lead to collapse. From the facts provided, it is also evident that theorganization is likely to face a difficult challenge of growing in the country. Another way through which the organization seeks to provide the best customer experience is by investing significantly in employee training. Employees of the organization undergo stringent training programs which are aimed at equipping them with the skills needed to cater to the wealthy in society. Enhancement in technology has however, made some of its competitors to catch up to it and the objective of this first section of the paper is to provide insight on how the organization can improve its customer experience. Finally the organization should increase the number of activities at its facilities. By increasing the number of activities the organization will provide clients with more to do and in doing so enhance the experience of staying at the facilities. Question 2 Introduction4
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