Analyzing Marketing Activities and Competitive Advantage in UAE Retail

This report analyzes the effectiveness of marketing activities and their impact on achieving a competitive advantage in the UAE retail market. The report begins with an introduction outlining the research aim, objectives, and significance, followed by a conceptual analysis and literature review exploring marketing concepts, benefits for the retail industry, and measures for gaining a competitive edge. The methodology chapter details research methods, philosophy, and ethical considerations. The results, analysis, and discussion are presented in Chapter 4, followed by conclusions and recommendations. The report examines how marketing activities such as product selection, promotional strategies, and market research influence consumer behavior and contribute to business success. The report highlights the importance of adapting marketing strategies to the specific context of the UAE retail sector.

Portfolio

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................1
Overview of research..............................................................................................................1
Background of research..........................................................................................................1
Aim.........................................................................................................................................2
Research Objectives...............................................................................................................2
Research Questions................................................................................................................2
Significance of the research....................................................................................................3
Rationale of the research........................................................................................................3
Summary of chapter...............................................................................................................3
CHAPTER 2: CONCEPTUAL ANALYSIS & LITERATURE REVIEW....................................4
Concept of marketing and its different activities...................................................................4
Benefits of marketing for retail industry in UAE...................................................................7
Measures that are used by retail: industry in attaining competitive edge at marketplace...10
Potential influence of marketing activities to gaining competitive advantage in context of
UAE retail industry...............................................................................................................11
Summary of chapter.............................................................................................................14
CHAPTER 3: METHODOLOGY.................................................................................................15
Research methods.................................................................................................................15
Research Philosophy............................................................................................................16
Research approaches............................................................................................................16
Sampling...............................................................................................................................18
Ethical considerations...........................................................................................................18
Validity and Reliability........................................................................................................19
RESOURCES TO PRIMARY AND SECONDARY DATA........................................................19
DATA COLLECTION.........................................................................................................19
Summary of Chapter.............................................................................................................20
Project schedule.............................................................................................................................20
CHAPTER 4: RESULTS, ANALYSIS & DISCUSSION............................................................22
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................59

Reflection.............................................................................................................................59
Recommendation..................................................................................................................60
Conclusion............................................................................................................................61
REFERNCES.................................................................................................................................63
.......................................................................................................................................................65

TOPIC:
"To analyse the effectiveness of marketing activities and it's impact on achieving
competitive advantage in the market."
CHAPTER 1: INTRODUCTION
This is first chapter of dissertation which include discussion on the overview of the topic,
rationale of study, research aim and objectives and significance of study. The chapter will be
understanding actual concept of the research due to which it is being conducted by the
investigator.
Overview of research
Marketing refers to activities of firm which are related with purchasing as well as selling
service or product. It is process of business developing relationships with as well as satisfying
consumers. It is business or action of selling and promoting services consisting advertising or
market research (Rahimnia and Hassanzadeh, 2013). It is a management process that is
responsible for determining, anticipating and also satisfying the requirements of customers.
People who works in marketing departments in any firms tries to grab attention of the targeted
audiences. This helps them in finalising packaging design, media exposure, slogans and celerity
endorsements. With the help of using effective promotion techniques, firm can attract large
number of consumers. In addition to this, it is a responsibility of firm to determine needs as well
as demands of customers and try to fulfil them in an effective manner.
Background of research
Marketing is defined as the process of interacting with potential consumers in order to
deliver the offered product and services. It consists of investigation, promotion, selling and also
distributing the services or products. Under this, marketing is depend on the thinking regarding
business in context to needs and satisfaction level of consumers. If firm is able to provide the
services on the basis of requirements of consumers then it will help in attaining competitive
benefits at market place (Banerjee, 2017). Marketing is an action of do promotion and selling of
products with the help of market research along with advertising. In context to this, it entails the
product development, conduct market investigation, distribution of product, public relation etc.
United Arab Emirates is Arabian Peninsula nation along with Persian Gulf. In UAE, retail rates
were far from remarkable enhanced seen decade ago (Soteriades, 2012). This country is
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preferred destinations for international retail players in Middle East countries. In addition to this,
backed through high expatriate population number along with high customer base, retail
industry of UAE is developing. From the past few years, retail sector of UAE country has been
strong developed.
Aim
The aim of this investigation is "To analyse the effectiveness of marketing activities and
it's impact on achieving competitive advantage in the market." A study on Retail industry of
UAE.
Research Objectives
 To understand concept of marketing and its different activities.
 To identify benefits of marketing for retail industry in UAE.
 To determine measures that are used by retail industry for attaining competitive edge at
marketplace.
 To ascertain potential influence of marketing activities in gaining competitive advantage
in context of UAE retail industry.
Research Questions
 Describe the concept of marketing and its different activities.
 What are benefits of marketing for retail industry in UAE ?
 What are different measures that are used by retail industry in attaining competitive edge
at marketplace ?
 What are potential influence of marketing activities to gaining competitive advantage in
context of UAE retail industry ?
Under this, aims and objectives provides are related to specific subject area which need to
be address in this research. In the literature part, all objectives will need to be address with the
proper solutions in an effective manner. Through research methodology, data and information
can be collected that can provide appropriate and detailed information about specific subject
area.
Significance of the research
The present research mainly emphasis on effectiveness of marketing activities and it's
impact on achieving competitive advantage in the market. This research will provide deep
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knowledge on the retail industry of UAE and role of marketing activities in gaining competitive
advantage at market place. This study will also identify upcoming trends raising in the market
which can be used by them as opportunity. The research will also helps retail industry in
understanding actual requirements of customers (Lidstone and MacLennan, 2017). As a result,
they will easily be able to produce products according to the requirement of customers and
maximise their sales ratio. The another significance of this research states that it will provide
new approaches to retail industry by which they can improve their relationship with customers
and enhance its sustainability level at market place. It will also provide knowledge to
organisation belonging to retail industry about effectiveness of marketing activities in giving stiff
competition to competitor and gaining competitive advantages.
Rationale of the research
The main purpose of this research on retail industry to analyse actual role of marketing
activity in spreading awareness of the product at market place. It will also help organisation in
accessing different opportunities which are available at market place and can only be grabbed by
conducting correct market research. This research will also help companies in understanding
benefits of marketing activities for the retail industry of UAE and how they are helpful for
businesses in gaining competitive advantages. It will also help in identifying different measures
which can be used by retail industry in gaining competitive advantages. It can be said that
competition in retail industry is increasing day by day which is creating huge complexity for
organisation to survive in the same industry without any issue (Bai and Chang, 2015). Therefore,
with this research, retail industry can improve its sales performance as well as overall growth of
the industry.
Summary of chapter
In this section, introduction of the overall research project have been discussed. It has
also covered main purpose of the research and its importance for the companies belonging to
this sector in gaining competitive advantage. The next section of this research project will going
to cover literature review.
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CHAPTER 2: CONCEPTUAL ANALYSIS & LITERATURE REVIEW
An investigator requires to conduct an in- depth review of the information that is
published through using the secondary sources. It is conducted by using the secondary sources
such as books, articles, magazines etc. and also considering opinions of authors or writers.
Concept of marketing and its different activities
As per the thoughts of Erevelles, Fukawa and Swayne, (2016), concept of marketing can
be seen as the strategy which is being implemented by the companies for satisfying needs and
demand of customers, increasing sales ratio of the companies for maximising heir profitability.
The concept is also being used by the organisation sustaining longer at the market place by
gaining competitive advantage. It has been analysed that marketing is considered as the best
approach provides solutions to the company related to decline of sales, lack of customers support
etc. Thus, it can be said that if companies wants to sustain longer at market place then they
should go for good marketing act9ivies which are less in cost and contributes in raising their
profitability level at high. It has been analysed that marketing was quiet different in the past
years but with the changing time, it is being at every new day. As per evaluation, it has been
realised that during the earlier times, marketing was generally performed through face to face
interaction. Here, marketing team of companies were generally involved in spreading awareness
about the product and services to customers by showing practical sample of their packaging,
usage etc. But with the changing scenario, there have been major modifications with the
introduction of many new methods. This modification was done in the form of print media. In
this marketing team usually print information related to their products on newspaper in the form
of advertisement and after printing it, they used to distribute it into bulk. This has raised sales
level of the company as they are now able approach maximum number of people (Baker, 2016).
This has been further modified in the form of technology as marketing is now completely
revolving around technology. Now a days, modern methods of marketing is very effective as it
owns capability of reaching maximum number of people with helps of technology. It includes
advertisement through the television, social media, print media, etc. Therefore, it can be said that
advance form of marketing have improved access of companies over customers which have
contributed in upgrading their sales as well as profitability ratio.
The concept of marketing states that firms should firstly assess requirements of its
consumers. On the basis of opinion of Thimmesch (2019); it has been said that marketing is a
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strategy that organisations execute for satisfying the requirements of consumers, enhance sales,
raise profit level and compete with its strongest competitors. In addition to this, marketing
department tries to design the effective strategies for develop profitable and also strong
relationship with customers. Under this, there are different marketing activities mention below:
Selection of product- Under this, it is a main marketing related activity and producer
listen the consumers and also prospects before making decisions related to service or products,
before production, companies conduct an investigation, determine competitors, existing products
etc. It is necessary that product should be according to needs of consumers so that they can be
satisfied from this (Buhalis and Foerste, 2015).
Promotional activities- Developing the demands of consumers for product is a main key
to selling. In order to aware people about services or products, attractive promotion is necessary
by considering the specification about products (Amel and Hayat, 2016). On the other hand,
there are different ways by which company can promote its products for an instance social
media, banners, print media etc. These ways simply helps an organisation in maximising their
awareness about their products among customers. It has been evaluated that earlier specified
promotional activities helps business organisation in reaching their potential customers who
could buy their products at regular basis and generate profits for the company.
Market research: Marketing team of every company have to conduct an effective
market research so that they could analyse market situation. This helps the company in
understanding actual requirement of the market as well as customers so that they could produce
an effective product as the need. It has been evaluated that this marketing activity also guides
company about the developing opportunity at market place which could be grabbed by them.
These identified opportunities could be further used by them at the time of expansion. But, as per
the thoughts of Hao and Song, (2016) McDonald, M. and Wilson, H., 2016. it has been analysed
that excessive market research is time consuming process. It also misguides marketing team
because they are now focusing on other opportunity which can give them additional benefits.
While doing this, their mind as well as efforts diverts from actual objective for which they have
conducted market research. It ultimately reduces their attention from single product as a result,
this might become a big reason for the failure of their existing product at market place.
Selecting distribution channel: It is the another important activity which is being
performed by marketing team of the business organisation. It is essential for marketing team to
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choose feasible and cost effective distribution channel so that they could make their products to
available to customers effectively. It has been analysed that selection of right distribution
channel contributes in raising sales of products and services. The main reason behind this is that
customer are able to easily access their products which influences them to buy it whenever they
needs it. As per investigation, it has been identified that customer mainly purchases only those
products which are available at their near by stores. Therefore, selecting distribution channel is
seen as an important activity that is required to be done effectively by marketing department.
This is because, if they chooses any wrong distribution mode then they wont be able to reach
their potential customers.
Maintaining customer relation: The main work of marketing team is to manage their
relationship with the customers as they are the only one who helps company in becoming
successful. Strong relation with customers influences their thoughts to remain loyal towards
organisation which ultimately improves its sustainability. For this, marketing team focuses on
adopting several ways by which they could improve their relationship with customers. These
ways includes giving greeting cards to frequently visiting customer or old customers,
communicate to customers at regular basis for identifying their views about the products and any
kind of improvement which have been expected by them from the company to do it in their
product. Marketing team also takes feedback from customers as well as store footfall to finding
out their reviews on experiences. All of these activities helps the company in building up their
relationship with customers and influences their interest to remain loyal to with the organisation
for longer period of time.
As per the views of Stark, (2015), it has been analysed concept of marketing mainly
emphasises on delivering information about the product and services among customers in right
manner. This is helpful for the company in improving their accessibility on customers as a result
they could maximise their sales ratio and attain preset goals and objectives. But, the author also
believes that all the marketing activities are not helpful for the company which generates good
range of revenue for them. Some of them are expensive and time consuming which impacts
negatively on the budget of the marketing team and it results in decline of profitability
percentage. Therefore, it would have been better for marketing department to initially analyse the
actual requirements of the company and make a good plan so that can generate more revenue
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with less expenditure. Marketing team is also required to modify its marketing plan according to
the situations and requirement of market place.
Benefits of marketing for retail industry in UAE
As per the point of view of Izogo, Ogba and Nwekpa, (2016), it has been analysed that
marketing function is very beneficial for every industry as it helps them in communicating to
maximum number of customers and spread awareness about its product and services. As a result,
it enhances their sales and contributes in increasing sustainability at market place. In context to
retail industry of UAE, it can be said that marketing activities are really beneficial for this sector
because it allows them to enhance their command over customers (Jussila and et. al., 2015).
Retail industry is very broad in size, which requires adoption of effective marketing activities in
order to remain competitive at market place. It has been realised that retail industry is very dense
in UAE as competition in the similar industry is increasing day by day. This creates demand
more involvement of marketers in retail industry in order to raise their sales and generate
maximum revenue. Moreover, Sayani, (2015), have also said that trends in retail industry is
changing every next day. This leads to the create difficult situation out of stock for individuals
belonging to this industry. In order to neglect this problem organisation should to hire good
marketing executive which promote and popularise their products and services effective at
market place so that products can be sold out within the trade only.
As per the thoughts of Callon, (2016)it has been analysed that retail industry of UAE is
one among the fastest growing industry at market place. The authors believes that if this industry
is adopting suitable and feasible marketing activities then they could easily achieve enhance their
sales. This is ultimately growing the economic status of the country because increasing sales
ratio will generate tax for the government which can be used by them for good causes. Many
officials of this industry have expressed that modern approaches of marketing activities like e
commerce, technology based marketing (social media, mobile technology etc.) have improved
command of retail industry on customer. It is because, they are now able to communicate
maximum customers and aware them about their launches.
As per evaluation, it has been identified that retail industry of UAE is expanding rapidly
with the annual growth rate of around of 4.9% . The author have also stated that overall turnover
of the retail industry in 2016 was around $56.6 billion which estimate grow with approx $71
billion by 2021. while observing growth of industries, it has been identified that in past 15 years
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only retail and hospitality had grown with the highest speed. If, it is talked about retail industry
of Dubai then its growth rate can be clearly estimated with the some what 5.6 per cent from the
2018 till 2021. It can further be said that sales market of Dubai will going to reach around Dh
160.7 billion till 2021. By observing past figures of 2017, it has been realised that retail market
of Dubai had been grew with near about Dh128.45 billion which covers around 67 per cent of
market share of over all retail industry of UAE. It has been further realised that retail market of
Dubai is covering some what 47 percent of total shopping complex or malls of UAE which is
seen as the huge percentage (UAE retail sector continues to grow, 2019). By observing all of
these figures and values, it has been realised that Dubai is covering maximum proportion of
UAE retail industry which is very large in size. From this, it can be further said that usage of
effective marketing tools could maximise profitability ratio of the whole retail industry and also
improves their command over the customer. Therefore, it can be said that companies belonging
retail industry of UAE are required to go with the advance marketing activities which helps them
in continuing their growth rate with similar or increased speed.
In addition to this, another benefit of marketing for retail industry of UAE is that it
creates new business opportunity for the companies belonging to this industry. This is because,
marketing team is having regular based interaction with the customers and they are also aware of
developing demand of market and its expectation from the company. This brings up new ideas
for the companies as a result, they can grab raising opportunity at marketplace and expand their
business as well as profitability of the company. An effective marketing approach used by the
retail industry also improves percentage of loyal customers in UAE. This impacts positively on
sales ratio of retail industry and also maximises its profitability ratio. Some of the other benefits
of marketing activities for retail industry are defined as below:
Builds up relationship with customers: Marketing activities builds up relationship of
the company with the customers which is beneficial for retail industry of UAE. This is because,
if an organisation shares positive relations with the company then they will definitely remains
loyal with them for long term (Charter, 2017). As a result, it raise profitability ratio of the whole
industry which will ultimately contribute in the economic growth of the UAE. In addition to
this, positive relation with customers also persuades them to accept new launches of organisation
belongs to retail industry. The main reason behind this is that customers have trust on the
industry and they easily accept whatever it is introduced by them at market place. These
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customers also provides their their advances and suggestion to the company that will improve
their existing products. As a result, the companies of this industry will introduce products as per
the demand of customers that will reduce proportion of scrap value.
Targets ideal customers: It is the another benefit of marketing for retail industry in UAE
as it helps the companies belong to this industry and operates their business activities in UAE are
now able to target their ideal customers. It can be said, customer of UAE are mainly giving value
to price of the product and services which are being offered to them. But, at the same end these
customers are also giving value to products which provides value for money and are of high
quality. Therefore, it is beneficial for the companies to adopt effective marketing activities so
that they can target their potential customers for which they are producing products and services.
Captures untouched or neglected customers: The next benefit of marketing activities
of retail industry can be seen in the form of capturing or reaching untouched customers. For
example: by using effective marketing approach retail sector can reach untouched customers
which have yet not been approached by them. Like, Marks and Spencer is a well known brand in
retail industry but it mainly offers its product at premium price. This have created a limit for the
company to approach its potential customers because its products were only available at stores.
But, the company have further adopted latest marketing tool that is online selling of its products.
Adoption of this marketing technique have maximised its sales as it is now reachable to its
customers and they easily buy its products by purchasing them online. As a result, it can be said
that latest marketing activities has raised huge number of sales benefits to retail industry and
have also increased its profitability ratio.
As per the above specified benefit of marketing for retail industry of UAE, it can be said
that effective usage of marketing activities helps the company in growing at highest speed. But at
the same time, as per the thoughts of some another Jnongman, (2017) it has been realised that
even though marketing activities are good for companies but it also raises many unnecessary
expenses which ultimately minimises its profitability ratio. Along with this, the author have also
specified that many time customers takes the concept of marketing activities wrong which
creates their negative perception at market place. As a result, it impacts negatively on the
profitability of the whole retail industries.
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