Competitive Analysis of UV Protection Window Films in UAE Market

This article provides a competitive analysis of UV protection window films in the UAE market, including the strengths and weaknesses of Fade Reduction as a prominent company. It also discusses the competitors in the market and their products and services.

TECHNOLOGY ENTREPRENEURSHIP AND PRODUCT
DEMAND

Table of Contents
Introduction and Background.....................................................................................................2
Competitive Analysis.............................................................................................................2
Solar Gard Window Films.................................................................................................3
Marine Sun Control Window Films...................................................................................3
Products and Services............................................................................................................4
Conclusion..................................................................................................................................4
References..................................................................................................................................5
1

Background
A competitive analysis is an essential instrument to assess the existing business market in
relevance to the products in concern. The UV Window Shield, that is being discussed, is
being prepared for marketing and selling in India. A competitive analysis of UAE’s market in
relevance to UV shields would help in identifying the particular rivals in the industry and the
specific weaknesses and opportunities of the business market.
Competitive Analysis
Porter’s Five Forces Analysis
Buyer Power
The Fade Reduction Window Film reduces the sun’s heat by 49%, reduces sun’s glare by
53% and rejects harmful UV rays by 99%.
Along with this, taking up relevant corporate responsibilities to improve the environmental
conditions would provide the Company an opportunity to set a mark in international business
and awareness regarding their responsibilities. This certainly leads to less buyer power.
Supplier Power
With already existing similar business in India and UAE the issue of getting raw materials
from supplier is hard. It is because no supplier wishes to give raw material to new business
without knowing its capability to attract customer
Threat of new entrants
New business in markets like the UAE and India are highly different. An easy and startup
friendly market like India tends to have huge threat of new entrants
The UAE with its new policies in business does not let new entrant to enter the business field
easily
Competitive Rivalry
Existing business like the Apex Gulf Enterprises and Solar Gard Window Films have huge
market share in their existing market, making it difficult for any market to work without
competition
2

Threat of substitution
Threat of substitution is high in India due to new entrants. It is less in UAE as a stable market
can only penetrate in the strong market policies.
3
THREAT OF NEW
ENTRY
Easy marketing policy
in India so high threat
of new entry in India
Less threat in UAE due
to strong policies
THREAT OF
SUSTITUTION
Threat of substitution is
high in India due to
new entrants
Less in UAE as a stable
market can only
penetrate in the strong
market policies
BUYER POWER
Innovative product
with new discount and
benefits attracts more
buyers and less
negotiation
SUPPLIER POWER
Non Negotiable and
manageable suppliers
COMPETITIVE
RIVALRY
High competitive
business rival due to
existing business
PORTER’S 5
FORCE
ANALAYSIS
Figure 1: Porter’s 5 force analysis
(Source: self generated)

In order to draw a thorough analysis of the UAE market in respect to UV Protection Window
films, it is primarily required to identify the specific Companies or organizations that
manufacture and sell similar products in the sub-continent. The weaknesses and opportunities
of Fade Reduction as a prominent Company in UAE can be analyzed by comparing the
elementary factors with the existing competitors. The other Companies that manufacture
similar products are: Gordon Glass, ARC Window Films, Glasshield, Ecodrive and more.
With more house constructions and deforestation, the need for UV protection shields, have
been on the rise. The UV protection shields mainly protect the assets from fading, which is
common effect of the UV rays. In order to protect the assets like furniture, artwork and
carpets from fading, more Companies are producing UV shields for windows for better
protection (Al Shehri et al. 2016). The need for these has also risen considerably in recent
years, as the consumers are earning more money and are getting used to an economically
better lifestyle. The particular weaknesses and strengths of the Fade Reduction window shield
Company are briefly discussed below in relevance to UAE’s business market.
With improvement in the lifestyle of people, consumers are now more aware about the
surroundings they survive in and constantly make efforts to further improve their position by
resisting damage (Krasnov et al. 2018). Since a house is more than just a place to stay—
taking good care of its belongings not only make sense, but also make living a better
experience. With increasing economic freedom, more people are interested in blocking the
harmful UV rays of the sun. Therefore, the demand for UV sun block has been rising in the
UAE business market and companies like Solar Gard Window Films and Marine Sun Control
Window Films.
Solar Gard Window Films
The window film industry of UAE is dominated by the Solar Safety Film Trading. As a
leading economy, UAE has consistent demands for products like sun block, which protects
the fading of colours from objects and also protects the living beings from its harmful effects.
With long scorching summers, this country experiences a very high demand for products like
Solar Gard Window Films. One of the biggest competitive advantages of this Company is
that it focuses on taking up corporate responsibilities of restoring the environment. They
promote solar energy, thereby reflecting their environmental concern (Solargard.com, 2019).
Their motto of solar safety is clear in their marketing concept, which says, Earth Positive and
4

Carbon Negative—implying their efforts to protect the earth by reducing carbon
consumption.
This concentration on improving environmental standards by taking up active steps to reduce
global warming, this Company has recorded an international position in the business market.
The use of solar energy for producing UV protection window shields is not only unique but
also affordable and sustainable (Liang et al. 2017).
Marine Sun Control Window Films
Apex Gulf Enterprises manufactures specific window shields that provide sun block and UV
protection for all vessels on the sea, for example cargo ships, oil vessels and more. The
competitive advantage of this Company is that they produce UV protection window shields
not only for protection from adverse weather conditions, but also from unexpected pirate
attacks (Agefilms.com, 2019). The protection shield manufactured by this company, protects
the vehicles from marine accidents too, as the window shields can be transformed to
shatterproof and/or break resistant object.
The recent mishaps, due to pirate attacks in the UAE region, have made the product more
relevant than ever. Installing safety and security drives for both the humans and their assets
have become absolutely necessary there, hence the need for the product. The thickness of the
window shield would vary with the difference in purpose behind using it. Therefore it can be
used to reduce negative marine accidents, casualty due to criminal offences and other major
environmental concerns (Cuce, Riffat and Young, 2015).
Products and Services
The Fade Reduction Window Film emphasizes on reducing the fading of colours from items
like furniture, clothes, carpet etc., by installing a glass shield on the window that would block
the harmful UV rays of the sun. This particular window shield not only defends the house
from UV rays, but also reduces heat transmission, thereby keeping the rooms cooler. It also
reduces visible light transmission, hence keeping indoors cool and shady. The main factors
behind fading of colours are the harmful UV rays, light, solar heat, artificial lighting and hear
transmissions within the room. Therefore, the UV Fade Reducing Film would help in the
process of rejecting harmful UV rays and protecting the interior environment.
The competitive advantage of this product in the UAE market is that firstly, these products
are in demand. The demand for these products is rising at a faster rate than the supplies.
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Increasing global warming is rising the natural temperatures of each place, thereby making
the product more relevant and creating a demand for it too. Being able to produce good
quality protection shields would not only meet the requirement of heat control, but also keep
the colours of personal assets intact. This competitive edge can be utilized by the Company to
develop its business market accordingly.
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References
Agefilms.com, (2019) APEXGULF Available at: https://www.agefilms.com/marine-safety-
security-window-film.php Accessed on 26 March 2019
Al Shehri, A., Parrott, B., Carrasco, P., Al Saiari, H. and Taie, I., 2016. Impact of dust
deposition and brush-based dry cleaning on glass transmittance for PV modules
applications. Solar Energy, 135, pp.317-324.
Cuce, E., Riffat, S.B. and Young, C.H., 2015. Thermal insulation, power generation, lighting
and energy saving performance of heat insulation solar glass as a curtain wall application in
Taiwan: a comparative experimental study. Energy conversion and management, 96, pp.31-
38.
Krasnov, A., Imran, M., Den Boer, W. and O'connor, K., Guardian Glass LLC,
2018. Window with uv-treated low-e coating and method of making same. U.S. Patent
Application 15/905,926
Liang, S.X., Jia, Z., Zhang, W.C., Wang, W.M. and Zhang, L.C., 2017. Rapid malachite
green degradation using Fe73. 5Si13. 5B9Cu1Nb3 metallic glass for activation of persulfate
under UV–Vis light. Materials & Design, 119, pp.244-253
Solargard.com, (2019) SOLARSAFETY Available from
https://www.solargard.com/product/solar-safety/ Accessed on 26 march 2019
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