University of Northampton MBA: Serco Business Plan for UAE Expansion

This report is a comprehensive business plan developed for Serco, focusing on its expansion opportunities within Dubai, UAE. The report outlines key strategies including a detailed marketing plan encompassing product, pricing, place, and promotional strategies, alongside an STP analysis. It also delves into operational aspects, including quality and corporate governance initiatives, and presents a financial feasibility analysis using ratio analysis. Furthermore, the report includes an action plan, exit strategy, and growth plan, aiming to demonstrate the financial viability of Serco's operations in the UAE. The mission and vision of the business are clearly defined, with specific targets for customer acquisition, environmental responsibility, and revenue generation. The financial section includes startup capital, assumption lists, and an income statement to support the business plan's viability. The report also addresses human capital requirements, Porter's generic strategy (differentiation focus), and value chain analysis. Overall, the report provides a strategic roadmap for Serco's successful expansion in the UAE market.