Strategic Marketing Report: Eniverse Technologies, Bahrain Market

This report assesses the potential for Space Autonomous Drones to enter the Kingdom of Bahrain market using a PESTLE analysis framework. It examines economic factors, such as Bahrain's modern economy and government support for new projects, and socio-cultural aspects, including high litera...Read More

Running Head: Strategic Marketing 1
Strategic Marketing

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Contents
Introduction......................................................................................................................................4
Pestle analysis (3 components)........................................................................................................5
Economic.....................................................................................................................................5
Socio-cultural...............................................................................................................................5
Technological environment..........................................................................................................6
Management recommendations.......................................................................................................7
Application to industry....................................................................................................................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

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Executive summary
This report is made on the PESTLE analysis in which comprehensive review is given whether
the company should enter in the market of Kingdom of Bahrain or not. Bahrain Country is small
on the Persian Gulf with just over 1 million inhabitants. There are three components of Pestle
economic, social-cultural and technological elaborated in depth manner. The economy of
Bahrain is dominated by the industrial sector in which it contributed around 52% to the total
GDP. The main contribution in GDP of Bahrain is manufacturing industry. The government of
Bahrain has the latest National Development Plan; the vision of this country is to restructure the
economic infrastructure and diversifying the economy away from gas as well as oil by 2030. The
organization of Eniverse Technologies is implemented the new project of drone in Dubai and the
business report has been made on the various factors that suggest the scope of the new project in
the country of Kingdom of Bahrain. It is vital for the company to analyze the various factors
before entering into new market that is why the report has highlighted the decision making
process in the context of market attractiveness.

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Introduction
The main aim of this report is to decide whether Space Autonomous Drones must enter the
market of Kingdom of Bahrain by using PESTLE Analysis. Pestle analysis is considered as an
acronym which stands for political, economic, socio-cultural, legal and environmental. Three
components will be used in this report to define the use of a drone in Kingdom of Bahrain. It is
the new innovation for the world that provides benefits to the number of people by offering
services of delivery. The organization of Eniverse Technologies of UAE has started its
operations from March 2018. It shall start with five drones and enhance it to 100 by 2022. The
business report will be making management recommendations concerning the market
attractiveness in the context of the decision of the organization to enter the new market.

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Pestle analysis (3 components)
Kingdom of Bahrain is a small island country that is located in western shores of the Persian
Gulf in the Middle East. The three components of economic, socio-cultural and technological
will be defined below of this country in the context of the expansion of Drone. As per the case
study, Eniverse Technologies are developing the new innovations in the market of Dubai, UAE.
It is considered as the futuristic project and the demand for this drone cannot be analyzed as it
initiates movers in the market of UAE and one of the few globally.
Economic
It has been found that new operations are generally encouraged by the authority of Kingdom of
Bahrain. Manama is the capital of this country that has many large financial structures. It was
considered as the world’s largest fastest growing financial center as per the City of London’s
Global Financial Centres Index. The product of petroleum is a most exported product in which
70% of government revenues, 60% receipts of exports and 11% of GDP (Morschett, Schramm-
Klein and Zentes, 2015). In the context of extra revenues, the government makes an extra and
advanced infrastructure in telecommunications and transport. Tourism is another significant
approach that facilitates to increase the income. These factors will facilitates drone to enter and
maintain a competitive advantage.
The standard of living, education, electricity, water, housing and roads of this country are
attractive due to effective infrastructure which would encourage the drone in this country. It has
been analyzed that this country has executer the series of labor which reforms under the minister
of labor of this country that is Majeed Al Alwai for bringing the labor market in international
terms. The expansion of drone in Kingdom of Bahrain would be good for the organization as
there is a lot of scope due to effective support by the government to the new projects. There is an
economic stability in this country which can bring the huge advantages for the company.
Figure 1: Inflation rate of Bahrain

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Source: (Statista, 2018).
Additional Economic Factors
1. The economy of Bahrain is modern and as per the Index of Economic Freedom, 2011, the
economy of Bahrain is the freest in the Middle East and North African region by which
the introduction of Drone will get huge advantages (Weetas, 2016).
2. Inflation average rate of the country is 1.39% in 2017 which is low that is why company
will have to struggle in the context of introducing drone in Bahrain. The employee
remuneration will be impacted (Statista, 2018).
3. It has been found that Bahrain signed free trade agreement with United States in 2005.
The facilities of Drone can be expanded globally as the tariffs on import and exports were
reduced (Weetas, 2016).
Socio-cultural
Education in Kingdom of Bahrain
The literacy rate of this country was 94.6% which recorded in 2010 (UNESCO, n.d). The
education and training is the most significant part of this country and it is given higher
importance to the literacy. The expansion Drone in Kingdome of Bahrain would be advantageous
to the citizens of the country can understand the use of a drone for its business. They would be
able to understand the concept of new innovation in the country and embrace it with effective
manner. Educated people have more understanding in comparison to illiterate people so the
citizens of people of this country will accept it and use for various purposes which become the
cause of development of the country (Kwon, Kim and Park, 2017).
Bahrain foreign affairs
The role of Kingdom of Bahrain is significant in the context of foreign affairs as it has the
modest role in regional practices which is able to hold the perceptions of the Arab League on
Middle East peace and Palestinian rights. The relations of this country with others country is
good which shows that it can be connected with other countries in a friendly way. As of 2012,
this country handles the 36 embassies, 4 permanent missions and 3 consulates (Ministry of
Foreign Affairs, 2018). It is apparent that the drone will be successful in this country; the
organization can attain objectives in an appropriate manner due to the effective relationship of
this country with other countries (Aqlan, 2014).
Sports
Association football is the well-known sports of this country. The national football team of this
country has competed several times at the FIFA World Cup, Asian cups and Arab Nations Cups.

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The scope of Drone is to provide the facilities to the players as well as the associations of
Football increased due to sports activity in this country. The organization can earn huge
advantages and revenues due to expanding it in this country. It would be advantageous for the
country to deploy equipment to their desired destinations. The company can encourage the
country to participate in others sports in which the role of the drone would be higher in the
context of providing an upper level of services in less time (Allaith, 2016).
Additional socio-cultural factors
1. Literacy rate of the country is higher that would be helpful for them to understand the
scope of Drone in their lives.
2. The government of Bahrain is pushing entrepreneurs to bring innovations in the country.
As per the market report, a number of start-ups in the country are increased by 46.2%, the
scope of adoption of drone will be increased in Bahrain (Kashyap, 2018).
3. The e-commerce platform in Bahrain is increased but it has been found that most of the
consumer of Bahrain prefers in-store shopping which can impact the drone adversely
(Kashyap, 2018).
Technological environment
Infrastructures
The technology has changed rapidly and this country keeps updated itself with the changing
trends in the technology. It has a main international airport which is situated in the island of
Muharraq, in the northeast. There are more than 8 billion passengers and 100,000 flights are
maintained by this airport (AlSoufi, 2018). The expansion of drone in this country can bring
huge beneficiary factors for the country as it helps to maintain the infrastructure of the country in
a significant manner. In case of any emergency, the company can fulfill the instant requirement
of the country to maintain the infrastructure by providing the equipment in lesser time to the
desired destinations.
Telecommunications
The telecommunication laws in Kingdome of Bahrain is implemented which involved the
establishment of an interdependent Telecommunications Regulatory Authority (TRA). It is vital
for the innovation of Drone in this country to take care of crucial aspects related to the
telecommunication. The users of internet services in this country have risen from 40,000 in 2000
to 250,000 in 2008 (Alnasir and Al-Falaij, 2016). It would not be possible to track the way of a
drone without interest services. The acceptance and high uses of the internet would be
advantageous for the organization to analyze the situation of the drone. The people of the country
would be able to call it by using internet services.
Additional technological factors

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1. It has been found that the World Bank Groups estimate that 88% of
population of Bahrain use worldwide network. It will help out the
company of drone to use free network.
2. Bahrain enables number of companies to influence diverse tools such as
mobile technology to rationalize operations, eradicate existing bottlenecks
and present their all way of workforce with efficient collaborative system
of knowledge management (Raginaite, 2014).

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Management recommendations
It has been recommended by the business report that Space Autonomous Drones enters the
market of Kingdom of Bahrain in the near future due to its part of its expansion programme. The
scope of the success of this innovation is higher in this country as Kingdom of Bahrain has
entailed 94.6% literacy rate in the country which increases the chance of better understanding of
the concept of the Drone (UNESCO, n.d). Strong economic conditions of this country will
ensure the organization that its investment is safe as the government of the country encourages
for the effective operations (Thevoz and Briod, 2015). It has been recommended to the
organization for the expansion of project from Dubai to Kingdom of Bahrain to take care of
various aspects relates to the political terms which may influence the concept of expansion of the
project. Training and development program should be developed to understand the criteria of
working of drones. It is necessary to provide proper information about how to operate drones so
that the employees can perform their job in an efficient way. Along with that there should be
proper guidance regarding the tracking system of drones. It has been evaluated that the
involvement of this country is in the oil and gas manufacturing so the company should focus on
various projects of this industries so that the expansion of this project in this country can be
succeeded. Due to a higher rate of literacy, it is vital to observe huge range of geographical
location as the people of this country can understand the concepts of this new project in an
efficient manner (Papadopoulos and Heslop, 2014).
It is necessary to evaluate the various factors of the country and analyze the foreign market's
entry decision-making process. A philosophy of marketing management is to consider the
various aspects that should be helpful to attain the objectives in a significant manner on having
the knowledge about the wants and needs of target markets. The behavior of buyers can be
affected due to globalization, the diversity of the environment, foreign competition and the huge
range of products and services (Bhasin, 2018). There are various factors that include the analysis
of external environment such as the investigation of the remaining conditions in the environment
of the organization and evaluating the amendments that may happen in the future (Alammary,
Al-Haiki and Al-Muqahwi, 2017). Along with that, it is necessary to consider the economy,
political, human resources and technological development because these are the integral
ingredients that may put impacts the company in positive as well as negative manner on the
organization.
The foreign entry decision-making process of the country should be analyzed in an efficient
manner. Initially, there are various opportunities of the country to assess the attractiveness of the
country (Nummela, Saarenketo, Jokela and Loane, 2014). It has been found with the help of
strategic tool of pestle that due to lots of opportunities in the country of Kingdom of Bahrain, one
can attain the objectives to implement new project in the country. After that company should
analysis the risk of the country as it is not easy to enter the new market without considering the
factors of political and economic (Seedo, Salih and Taha, 2014). The entry mode system of this

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country should be analyzed in more efficient way so that problems regarding new project could
not arise. Entry mode has various kinds and it is essential for the company to opt best one for the
growth of the company (Ang, Benischke and Doh, 2015). Development path is the fifth step of
decision-making process which should be considered in an efficient manner. After considering
the aspect of development path, it is vital to focus on the attractiveness of the market which can
be done by controlling the organization in an efficient manner.

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Application to industry
The three components of economic, socio-culture and technological of Pestle analysis has been
taken in the context of describing the scope of the success of Drone in the country of Kingdom of
Bahrain. The organization would be beneficial due to the expansion of project from Dubai to
Kingdom of Bahrain as it has the economic as well as political stability. It encourages company
to get entered in the market of this country. It has been analyzed that the sports activity is
encouraged by this country which shows the requirement of equipment (Ashour, et. al., 2016).
The focus of the company on the major factors and activities of the country can enhance the
growth of the company appropriately. As per the case study, it has been found that the GCC
drone market to reach approx $1.5 billion by 2020 in which huge investment will be going oil
and gas sector (Thevoz and Briod, 2015). Dubai has been leading in the usage of drones for
providing on-time deliveries of goods to various public entities which are experimenting with
setting up the drones to use as cost-effective measures. The company can earn more revenues by
expanding its innovation to the country of Kingdom of Bahrain.

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Conclusion
It has been concluded that Pestle analysis as a strategic tool is most beneficiary tool that
facilitates the company to expand its operations in other countries by analyzing the various
factor. It has been analyzed that the expansion of drone in Kingdom of Bahrain would be
advantageous for the company due to effective economic stability. The literacy rate is higher in
this country that would assist the company to spend less on training and development program.
However, it is required for every organization to provide effective training about the new
concept so that people can understand the process but the people of this country can understand
the concept in an easy manner. The technological element of this strategic tool has been showed
that the involvement of the company in the technological innovation is huge which the valuable
factor is for the company.

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References
Alammary, J., Al-Haiki, F. and Al-Muqahwi, K., 2017. The Impact of Assistive Technology on
Down Syndrome Students in Kingdom of Bahrain. Turkish Online Journal of Educational
Technology-TOJET, 16(4), pp.103-119.
Allaith, A.A.A., 2016. Assessment of the antioxidant properties of the caper fruit (Capparis
spinosa L.) from Bahrain. Journal of the Association of Arab Universities for Basic and Applied
Sciences, 19, pp.1-7.
Alnasir, F.A. and Al-Falaij, A.A., 2016. Factors Affecting Juvenile Delinquency in Bahrain. J
Gen Pract, 4(229), p.2.
AlSoufi, A., 2018. Bahrain National Enterprise Architecture Framework: a Platform towards a
GCC EA Initiative. GSTF Journal on Computing (JoC), 2(1).
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market entry mode. Strategic Management Journal, 36(10), pp.1536-1553.
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Rangan, K., Dias, J., Seneviratne, L. and Cai, G., 2016. Site inspection drone: A solution for
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