Strategic Management Analysis: Watermelon in the UAE Market

This report provides a comprehensive strategic analysis of Watermelon's position in the UAE market. It begins with an executive summary and table of contents, followed by an in-depth examination of Watermelon's internal environment, including corporate objectives, vision, mission, core competencies, organizational culture, and stakeholder analysis. The report then delves into the external environment, utilizing PESTLE and SWOT analyses to assess the company's situation and identify significant capabilities. Competitive analysis is performed using Porter's Diamond Model and Porter's Generic Model to identify strategic options and alternative directions for future strategy through the Ansoff Matrix and SAFE Framework. The report also considers changes in strategy over the past ten years and anticipates future changes. The analysis concludes with a summary of findings and recommendations, supported by a list of references.

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Executive summary
In this study, it has been identified that in the current business scenario, effective strategic
analysis has become the important element for driving the success in the company. Using
different strategic tools such as SWOT and Pestle the business environment of the company have
been analyzed. Analyzing the mission and vision of the company the study has described the
capabilities as well as internal culture of the company, which can influence the challenges of
Watermelon in UAE market. Analyzing both the external and internal environment of the
company it can be said that although due to internal conflicts as well as cultural barriers the
company has faced various growth challenges in the market, however, it is also true that
political, economic, technological environments in UAE are in favorable condition for the
company which can bring the positive growth opportunity in Watermelon. The company focuses
on ensuring the engagement of individuals by maintaining good wheel with them.

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Table of contents
Introduction......................................................................................................................................2
Internal environment........................................................................................................................2
Corporate objectives and overview of the organization..................................................................3
The vision and mission of the organization.....................................................................................3
Core competencies of the organization............................................................................................4
The culture of the organization........................................................................................................5
The stakeholders of the company (Stakeholder Analysis: Power/interest matrix)..........................7
External environment.......................................................................................................................8
Situations faced by the organization in the chosen market using PESTLE analysis.......................8
Identify the significant capabilities of the organization (SWOT).................................................10
The basis of competition using Porters diamond model................................................................11
Identification of the significant strategic options available to the Organization using Porters
Generic Model...............................................................................................................................13
Identifications of Alternative Directions for the Future Strategy Using the Ansoff Matrix.........15
Evaluation of Future Strategies: SAFE Framework......................................................................17
Identification of Changes in Strategy or Strategic Initiatives that have Occurred Past Ten Years
.......................................................................................................................................................19
Future Changes Expected and Getting Ready For Sustainability..................................................20
Conclusion.....................................................................................................................................21
References......................................................................................................................................22

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Introduction
The strategic planning plays a significant role in case of managing the challenges in in
business (Avraam et al. 2019). Depending on different business situations, the strategic
management initiatives are being adopted by the companies to deal with the challenges. In the
current business scenario, effective strategic analysis has become the important element for
driving the success in the company. The purpose of strategic management is to focus on meeting
the business objectives by outlining the proper actions. The study has shed light on the analyzing
the strategic position of Watermelon in UAE media industry. Using different strategic tools such
as SWOT and Pestle the business environment of the company have been analyzed. Analyzing
the mission and vision of the company the study has described the capabilities as well as internal
culture of the company, which can influence the challenges of Watermelon in UAE market.
Based on the competitive analysis in the end of the study, it has focused on examining the
expected future growth of the company in the particular market.
Internal environment
The internal environment of an organization highlights the key operational elements that
ensures the success factors of the company. Including the employee engagement, motivation,
vision and mission of the company, the internal environmental analysis helps to understand the
values and beliefs of the company in proper manner.
Corporate objectives and overview of the organization
The Corporate objective of an organization describes the rules and regulations which are
being implemented by the company for ensuring the future growth (Papastathopoulos et al.
2019). Watermelon is one of the creative and independent full service marketing Communication
Company based on Dubai, which was established in the year 2001 (Watermelonme.com., 2019).

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It is one of the leading companies that ruling in the web designing and media communication
industry. Introducing the fully disciplinary advertising services, Watermelon had introduced.
Analyzing the corporate strategy of Watermelon, it has been identified that the company has
focused of introducing the combine creative concept by adding the effective media knowledge in
case of achieving the quantitative and qualitative results. The company has passion towards
developing the attractive advertising so that engagement of people in this sector can be ensured
(Watermelonme.com., 2019). Through the development of integrated communication programs
the company has expand its business ion regional and local market.
Following the radical approach, creativity is being delivered so that the emotional
expectations of individuals can be satisfied. Providing the efficiency and outstanding creativity.
The watermelon communication has joined in 3AW global marketing network for improving the
marketing and advertising services in the global market. Analyzing the corporate objectives of
the company it can be said that it aims to ensure the long term sustainability. It has aimed to
ensuring the stakeholders engagement for satisfying the expectations and needs of the clients.
The vision and mission of the organization
Strategic vision of Watermelon communication relies on specializing the media buying,
communication, public relations, creativity, marketing and digital solutions. The mission of the
company is to increase demand by introducing the integrated marketing strategy for promoting
the between solutions for public relations (Watermelonme.com., 2019). Developing strong
relationship with the clients the company aims to involve itself in marketing goals.

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Core competencies of the organization
The core competencies of Watermelon communications based on creativity and
efficiency of its services (Al-Masri and Curran 2019). Developing the strong public relations to
aims to focus on improving its client services. The highest priority of the company is to
introduce the reliable as well as creative event management program for satisfying the needs of
private and corporate clients. Ensuring the standard quality of services to the clients with in
reasonable budget, the company focuses on improving its customer base. Depending on the
integrated communication process, the company aims to identify the people who have passion
for advertising. Therefore, the core competencies of the company are based on developing the
fully integrated communication process so that local as well as regional target audience can be
satisfied (Watermelonme.com., 2019). Developing strong relations with the customers, the
company tries to maintain its uniqueness in the market. The improvement time of the company is
much shorter than the industry. On the other hand, introducing the group of fertile brains,
Watermelon communication maintains its efficiency in the market (Al-Masri and Curran 2019).
The company has created ample numbers of strategically sound and creative campaigns for
hosting the international and regional clients. In case of the countries like UAE, which is rich in
natural resources are also have the economic stability, which influence the continuous up
gradation of the business activities. By continuing this, it can be said that depending on the skill
development opportunities, competitive advantages can be easily gained by Watermelon.
In the current competitive business environment, it has become important for the
organizations to spread the importance of sharing the product and service information with the
target customers (Ahmad, Abu Bakar and Ahmad 2019). It is true that providing the wide range
of marketing solutions the company grabs the attention of its target customers. It has seamlessly

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blended the comprehensive brand knowledge, intuitive consumer insight and extensive
competitive information for creating target communication process in proper manner. Through
the strong relationship development process the company has focused on sharing the competitive
market place to its competitors. The company delivers the standard values in its branding process
for increasing the market share. On the other hand, maintaining the market effectiveness,
watermelon media agency is the most influential as well as knowledgeable professionals in the
Dubai media industry (Watermelonme.com., 2019). Ensuring the standard media plans, the
company has made the media buying operations easier. Introducing the standard internet
marketing services, the company has designed the program as per the requirements of the clients.
In case of introducing the standard marketing strategies, the company has focused on increasing
its visibility in the market.
The culture of the organization
Culture plays an important role in case of describing the internal situation in an
organization. Following the essential cultural aspects, it becomes easier for understanding the
values and beliefs of the particular organization (Nuseir 2018). Depending on the core
organizational culture, the success and failure of the project of companies are being influenced.
Analyzing the culture of watermelon Communications, it has been identified that the company
has focused developing the strong relationship with its clients. It aims to involve the people for
this job who have strong passion towards the advertising services. Measuring the competencies
of individuals it aims to ensure the positive involvement of human for maintaining the efficiency.
Employee motivation can be considered as the effective cultural characteristic followed by the
company for managing the positive employee engagement (Mansoori 2017). Introducing the

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appreciation, incorporation, empowerment and positive business culture, Watermelon
communications has developed strong stakeholder relationship.
Cultural web is being considered as the effective tool which was introduced in the year
1992. Introducing this strategic tool it becomes easier for the company to understand different
cultural influences, which are important for driving the internal situation in the company. Using
the cultural web, the cultural aspects of Watermelon Company have been described.
Figure: Cultural web
(Source: Alexander, Murray and Thompson 2017)
In the above diagram, six components have been described. Using the cultural web tool,
the structure of the organization can also be examined. Following the management structure of
the company, it can be said that in case of managerial operations the complex structure is being
followed. The formal organizational culture gets influenced depending on the attitudes of

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employees. In order to bring different strategic implications, the company focuses on developing
strong public relations. It has been identified that stakeholders of the company are highly
concerned regarding the emerging marketing competitions. Due to changing needs of the
customers, it has become highly challenging for satisfying the needs of the customers. Within
few years of establishment, the company has increased its social visibility introducing creative
campaigns. However, it is also true that the company needs to focus on improving both the
formal and informal communication processes.
The stakeholders of the company (Stakeholder Analysis: Power/interest matrix)
The stakeholders of this company are suppliers, employees, customers, government,
business owner, sponsors and investors. Using the stakeholder analysis matrix the four important
aspects of the stakeholders are being highlighted which plays an important role for shaping the
entire operations of the company. It is also true that based on the stakeholder analysis the
contribution of the stakeholders towards ensuring the organizational growth can be described. In
order to gain support from the stakeholders for winning the resources it is very important for
developing the strong communication with the stakeholders by ensuring their anticipation
towards the business function. Depending on the organizational culture as well as behavioral
attributes of individuals the business performance of the company gets affected. The company
focuses on ensuring the engagement of individuals by maintaining good wheel with them
(Morris 2018). Providing the healthy workplace environment watermelon aims to motivate
individuals towards maintaining the organizational efficiency. The company will also consider
integrating social media with its digital communications services in offering consumers with
important information for making informed decisions on marketing communication decisions. In
suitable implementation of the decided cloud based digital communication strategy, the company

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Keep Satisfied
Customers, sponsors
Employees
Keep informed
Suppliers, Government
Manage closely
Investors, business
owner
Monitor
Media
High
High
Level of interest
st
Low
Level of influence
st
Low
will consider developing interface design, user experience guidelines along with the design
aspects that will be provided by the exceptionally skilled digital communication service
designers.
Figure: Stakeholder power matrix
(Created by the author)
In the above diagram, it has been identified that customers and sponsors have been placed
in high influence and low level of interest. In that case, the company will keep them satisfied.
The owner and the investors have been placed in high influence and high interest, due to their
strong influences on the growth of the company they will be closely managed. Media channels
have been placed in low influence and low interest, in that case, the media channels will be

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monitored. The suppliers and government, which have low influence and high interest will be
notified regarding the business operations of the company.
External environment
The external environment of an organization plays an important role for determining the
external risk as well as opportunities in the market. Depending on the external environment
analysis process, the industry competitiveness and different environmental factors are being
examined.
Situations faced by the organization in the chosen market using PESTLE analysis
Political factors
Examining the external environment of the company in UAE market the UAE market,
PESTLE analysis has been done. In the PESTLE analysis political, economic, social,
technological, legal and environmental factors are being observed. It is true that the operations
of Watermelon is highly influenced by the political environment in UAE. Analyzing the political
situation in UAE it can be said that political factors in this country are in quite favorable
situation. It is true that UAE is a progressive nation and due to political stability, it becomes
easier for the company to expand its business properly (Chen et al. 2015).
Economic factors
After the global financial crisis and recession, the media industry has played an important
role for improving the economic situation in UAE. In the year 2019, the GDP rate in UAE has
increased 4.2% due to the effective contribution of advertising industry (Chen et al. 2015). It has
been identified that advertising industry has become the important contributor in the UAE GDP
rate. After the introduction of digital platforms, large portion of market share is being driven by

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the advertising companies. Near about 51.5% total economy of UAE gets influenced by the ad
agencies. In that case, it can be said that economic environment in UAE is in favorable condition
for the Watermelon.
Social factors
Social factors in a country can be considered as the major contributor in case of
influencing the business environment in a country. Due to increasing growth opportunities in the
market, economic status of the people has got improved (Knight et al., 2016). On the other hand,
due to increasing interest of people towards the media industry has brought the improvement in
social status. Increasing interest of people towards advertising industry can play an important
role for ensuring the business growth. both the regional and local market get influenced due to
the digital influences.
Technological factors
Technological factors are being considered as the most critical factors in business
environment. In order to enhance the efficient delivery and optimize the new business methods it
is very important for the organization to have sufficient technological support. Customers have
become highly dependent on different digital platforms in the current technological era.
Increasing economic opportunities in the market technological background in UAE has become
very strong. Due to the accessibility of Technical Support it can be assumed that the
technological environment in UAE is in the favorable condition for Watermelon
Communications.
Legal factors