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Running head: MANAGEMENT
Globalization Strategies Assignment
Name of the Student:
Name of the University:
Author Note:

MANAGEMENT1
Table of Contents
1. Company Profile and Services Offered:......................................................................................2
2. Detailed SWOT Analysis of the Company..................................................................................2
3. Critical Evaluation of Different International Strategies used by Emaar to Venture into
Different Countries and Setup Operations.......................................................................................6
4. Role of UAE Government and WTO in Supporting Selected Company to Expand Operations 7
5. Identification of Suitable New Countries for Expanding Its Business........................................7
6. PESTEL Analysis for Suitable Countries:...................................................................................8
7. Expansion Strategy to Set up Operations in Selected Country....................................................9
References:....................................................................................................................................11

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Introduction:
The report aims at providing an insight into the global strategies adopted by Emaar in
undertaking expansion. It is one of the most renowned real estate developer headquartered in
United Arab Emirates. Emaar is listed in Dubai Financial Market as public joint stock
organization having a total worth of US$9.7 billion. The firm operates on a global scale and
provides property development along with management service. The report commences with a
description of the company profile along with a mention of the services offered. The report also
puts across a detailed SWOT analysis along with a critical evaluation of the international
strategies that the Property Development Company uses for venturing into the various countries
and setting up operations. The report also provides an evaluation of the role of the UAE
Government and the WTO for expanding into the different countries. The report also provides
suggestions on expansion of the company into three selected countries along with a PESTEL
analysis.
1. Company Profile and Services Offered:
Emaar Properties is a public listed joint stock real estate Development Company
established in 1997(emaar.com, 2020) and had Mohammed Alabbar as its chairman. The firm is
listed in Dubai Financial Market. It is one of the biggest real estate development firm in Middle
East as well as the North Africa (MENA) region. Along with six segments and with 60
companies, Emaar’s collective presence can be felt in North Africa, Middle East, Pan Asia,
North America and Europe. The company has accomplished various world records that ranges
from creating the largest mall, tallest building to one of the largest fountain show across the
world. In the year 2007, the Dubai government owned 32 percent stake in the company in
exchange of land. In the year 1998, the shareholders of Emaar decided on increasing the capital

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through one to one right issue. The subscription had been successful with the shareholders
subscribing close to over AED 2.5 billion for buying shares worth 100 million. In lieu of rights
issue, the Dubai government allocated additional newer plots to Emaar and maintained its stake
at 32 percent. Due to the injections of the new capital and the land plots Emaar had been able to
initiate an integrated, new and planned master projects in Dubai.
As far as the services are concerned, the key services of Emaar has been property
development and property investment (emaar.com 2020). The company provided both B2B and
B2C service. As a part of the B2B service, the company contributed towards completion of the
two IPOs for operations in retail business and in Egypt. For its B2C service, the company had
been found to create one of the tallest building, biggest mall and fountain show across the world.
The company also had plans for undertaking a mega project within Dubai. In addition to this, the
company also provides property management services and undertakes substantial investments in
healthcare, education, retail, hospitality sector and other financial service.
2. Detailed SWOT Analysis of the Company
Emaar remains well positioned in taking advantage of the boom occurring in real estate
thereby catering to the American and the European expatriates. However, any crisis in global
financial market contributes to the decline in the property prices in Dubai.
Strength:
1. Backing from the Government: The government of UAE has a stake of 32 percent
in Emaar. In addition to this, the government of UAE has been able to show ability and
willingness in supporting business in face of the economic crisis (Yog, Cekin & Homsy, 2017).
The banks in UAE were provided close to $ 6800 million for tiding over the liquidity crunch.