Happy Pops: A Strategic Analysis of Market Entry into Dubai

This report provides a comprehensive analysis of a new market entry strategy for Happy Pops, a Canadian handcrafted pops company, into the Dubai market. It begins with an overview of the UAE market, highlighting its unique characteristics and the importance of thorough market research. The report emphasizes the role of technology in branding and marketing, particularly in Dubai, where smartphone usage is high. It discusses effective product promotion methods, including websites and mobile apps, while stressing the need for customer data privacy. The document also covers distribution strategies, recommending a short distribution channel to maintain competitive pricing, and suggests pricing for different Happy Pops product packs. Expansion strategies, such as mobile sales services and e-commerce, are also explored. Finally, the report touches on the role of marketing in operational decisions related to place and location, emphasizing customer satisfaction and productivity. The document concludes with a list of references used in the analysis. Students can find similar solved assignments and past papers on Desklib.

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New Market Entry for Happy Pops in Dubai
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NEW MARKET ENTRY FOR HAPPY POPS IN DUBAI 2
New Market Entry for Happy Pops in Dubai
UAE Analysis
The UAE showcase is mind boggling and not at all like majority of the nations in the
global perspective. There are numerous nationalities and a genuine culture of advancement that
is being led by past government activities, implying that patterns advance rapidly. Normally.
these have critical ramifications for organizations attempting to set up themselves in the area,
and adventures that are effective in different nations aren't really gainful in the UAE. All things
considered, statistical surveying is an indispensable phase of setting up a business in the UAE
and arranging your entrance into the Middle East market. In its most essential frame, statistical
surveying is characterized as social affair, breaking down, and deciphering data about a section
of a particular market. The point of statistical surveying is to decide how your item or
administration is probably going to fit inside the ebb and flow economic situations, and will
incorporate research about business rivals and the necessities and inclinations of the objective
buyer (Lilien & Yoon, 1990). Until the point when the incomplete barricade against Qatar was
forced in June 2017, Americans firms hoping to work together in the Middle East frequently
discovered that a provincial way to deal with their advertising exercises in the Gulf offered
certain viable favorable circumstances.
Product Branding
In the course of conducting a particular research regarding the product to be launched in
the Dubai Market, Happy Pops should understand what is taking place in the technological world
as this acts as a significant influence towards achieving organizational goals. In in the 21st-
century technology have been integrated into marketing and have changed the way companies
reach out to customers as well as run internal affairs that are related to marketing (Zahra, Ireland

NEW MARKET ENTRY FOR HAPPY POPS IN DUBAI 3
& Hitt, 2000). The technological factors take into consideration the rate at which technology is
advancing and how much integration does a company needs to have for a successful business
regarding the realization of company goals. Dubai is a nation that keeps itself technologically
updated. Indeed, it would be an excellent opportunity for the Canadian business that makes
handcrafted pops to enter the market both local and international.
The management of the organization needs to analyze the new technology to get the ideas
about the various design issues related to pops production towards the meeting the needs of the
customers as well as increase the profit margin levels. When the organization is informed
concerning the emerging issues in the line of the product and services it produces, it makes the
organization remain competitive. The information that should be greatly invested on is how the
organization will utilize innovative ideas to bring changes in the design of these handmade
products in Dubai (Helfat & Lieberman, 2002). Innovative ideas in this context aim at reducing
the production cost and maximize profit as there exist similar companies who are already
established and are offering cheaper products in Dubai. If an organization is unable to adapt to
the ongoing market changes, then, it is destined to lag behind its competitors in the market. It is
essential for the Happy Pops to focus on specific factors such as cost and reliability which is
related to technological elements of marketing in pops production (Rohani & Nour, 2014).
How can Happy Pops Conduct Product Promotion in Dubai?
The technological tools that are widely used to link the organization, customers and the
stakeholders for product promotion include websites and mobile apps. With automation being
one aspect of technology in an organization, marketing operations are moved from being manual
and become digitized where an organization can post that they offer regarding product and
services to websites and mobile apps. In addition, according to www.statista.com (2018), it is

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evident that the number of UAE citizens using smartphones is tremendously increasing with
around 4.3 million already owning a phone. Ordering and payment processes have been made
easy where the customers can request their products and services without necessarily moving
from to the premises of the sellers.
The use of marketing and customer data in marketing has tremendous importance and at
the same time, there is the need to protect customers’ privacy. Disclosure of Data has a huge
potential to save and improve the organization in the marketing arena. Marketing department
should ensure that information provided are only necessary to enable conducting of the business,
and are minimal. Also, ensure that little disclosure of privacy data, unlike general marketing
data.
What makes a distribution strategy effective and Possible Price in Dubai Market?
Effectiveness in distribution strategy occur when goods to be distributed reach in time
with minimal increases in their prices. Example, when the chain of distribution is long, the
product provided while reaching to the consumers, will be quite expensive, and they won’t reach
in time. Hence, for Happy Pops to be effective, they must adopt a short distribution channel.
Example include Direct B2C this is where by business sell their products direct to their final
consumer through the internet for products that require a lot of information and services for it use
it best to use the direct sale. Also, you can reach a consumer over a wholesaler for a straight
forward product. With this in place, the Happy mix 10 pack can go for 92 EAD, the Happy mix
20 pack can go for 163 EAD and the Custom 4 Flavor 20 pack can go for 183.5 EAD. The three
prices are a little bit lower compared to what is offered in the Dubai market giving it a better
position in the market.

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Some of the ways Happy Pops can expand their service and product delivery in the
market include offering a Mobile based sales services. Visiting new places and providing mobile
sale services is much importance since it will enable them to reach the new market and expand
their reach (Dev, Brown & Zhou, 2007). Also, through the use of their website to arrive at the
new market and offering E-commerce as part of their Awareness Creation.
In addition, Dubai, as a territorial business center point, has world-class trade shows and
gatherings, where American firms can meet customers from the Middle East, Africa and South
and East Asia. There is likewise a developing number of public expos in Abu Dhabi. The U.S.
Business Service workplaces in Abu Dhabi and Dubai bolster an extensive variety of exchange
displays and advancement occasions intended to help American firms looking to enter the U.A.E.
what's more, territorial markets (Gans & Stern, 2003). Points of interest on a large number of
these exercises are accessible at the export.gov which can be leveraged by Happy Pops.
Place and location are usually determined as an operational decision in new market entry
options; What role can marketing play in those decision?
Marketing plays a role in merging the distance between the sales center and the consumer
location. Marketing influences the operational decision as it ensures increased productivity and
customer satisfaction. This is whereby increased marketing will enable new market are reached
and also through the use of customer data will ensure increased turn out hence increasing
productivity. Also, it will boost customer satisfaction through the look on the number of satisfied
and treated on certain duration. Selling direct services to their customer ensures a large number
of information is provided.

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References
Dev, C. S., Brown, J. R., & Zhou, K. Z. (2007). Global brand expansion: how to select a market
entry strategy. Cornell Hotel and Restaurant Administration Quarterly, 48(1), 13-27.
Gans, J. S., & Stern, S. (2003). The product market and the market for “ideas”:
commercialization strategies for technology entrepreneurs. Research policy, 32(2), 333-
350.
Helfat, C. E., & Lieberman, M. B. (2002). The birth of capabilities: market entry and the
importance of pre‐history. Industrial and corporate change, 11(4), 725-760.
Lilien, G. L., & Yoon, E. (1990). The timing of competitive market entry: An exploratory study
of new industrial products. Management science, 36(5), 568-585.
Rohani, G., & Nour, M. (2014). Techno-economical analysis of stand-alone hybrid renewable
power system for Ras Musherib in United Arab Emirates. Energy, 64, 828-841.
Statista. (2018). Smartphone users in the United Arab Emirates 2014-2019 | Statistic. [online]
Available at: https://www.statista.com/statistics/494619/smartphone-users-in-united-arab-
emirates/ [Accessed 15 Nov. 2018].
Zahra, S. A., Ireland, R. D., & Hitt, M. A. (2000). International expansion by new venture firms:
International diversity, mode of market entry, technological learning, and
performance. Academy of Management journal, 43(5), 925-950.