Environmental Report
1. Executive Summary 250 words
2. Introduction 50 words // bg of company
// history of company
3. STEEP 3.1. Social 450 words
· Power distance index (score: 90, accept hierarchy order. Bring in the restaurant concept to UAE, Premium Crave.)
· Collectivism ( https://www.hofstede-insights.com/country/the-united-arab-emirates/ )
· Masculinity
· Uncertainty avoidance index = 80, high (dubai)
· No score
Implications of bringing Crave to UAE -- closed during ramadan period, a lot of guidelines to follow
3.2. Technological 350 words - QR code menu / Website/App etc
· Dubai has been leading in digital transformation -- https://thefintechtimes.com/how-the-uae-has-been-leading-in-digital-transformation/
· https://www.themedialab.me/uae-digital-media-statistics-2019/
· Come up with a crave app for Food delivery, payment and reservation (UAE is tech advance, everyone has a mobile phone, anyone can use)
· Use Artificial Intelligence for better service for them and keep up with tech (robot servers, digital menu, uae is a tech advanced country)
· Implication: App crashing
3.3. Economical 450 words
· Gdp of the country, Currency used, exchange rate,inflation rate
· Price nasi lemak at premium rate
· Employment rate bring in job opportunity to the country
· Inflation rate -- https://www.statista.com/statistics/297779/uae-inflation-rate/
· https://www.aspirantsg.com/singapore-vs-dubai-comparison/
· Implications : Market crash, Bad economy
3.4. Environmental 200 words
· Covid-19 will affect business operation
· Ebola? Disease prone?
3.5. Political 500 words Compare with SG policies
Corporate tax? Friendly for FDI?
Obtain Food and Trade License
Packaging/Labelling law
Singapore is one of the countries that has the most inflows for foreign direct investment (FDI) in Asia (Nyen Wong and Cheong Tang 2011). It is friendly for FDI as it is well known for being politically stable, and having strong macroeconomic policies that makes it attractive to foreign direct investment (Eudelle and Shrestha 2017).
Eudelle, Philipp, and Ashin Shrestha. 2017. "Foreign Direct Investment And Economic Growth: The Cases Of Singapore And Oman". Global Policy 8 (3): 402-405. doi:10.1111/1758-5899.12482.
Nyen Wong, Koi, and Tuck Cheong Tang. 2011. "Foreign Direct Investment And Employment In Manufacturing And Services Sectors". Journal Of Economic Studies 38 (3): 313-330. doi:10.1108/01443581111152427.
The difference in the law between SG and UAE → Threat
Overcome the threat by engaging with the local agency
https://www.export.gov/apex/article2?id=United-Arab-Emirates-labeling-marking-requirements
https://www.linkedin.com/pulse/how-start-foodstuff-trading-business-dubai-uae-anu-sharma/
https://www.commitbiz.com/set-up-an-food-and-beverage-business-in-dubai-uae
https://www.dm.gov.ae/municipality-business/food-safety-department-2/food-safety-department/
https://dubaided.gov.ae/Default/en
https://www.lexology.com/library/detail.aspx?g=ef6fe1c9-2762-49ee-8d50-e0bc7ec4ea80
Implication: Not friendly for FDI? --> more problems to enter the UAE market. Crave is SG company and require translation into Arabic
4. SWOT 4.1 SWOT 300 words
Strength --
1) Ethnic diversity, people there can experience what Singapore culture is like
2) Digitalisation (First Artificial Intelligence Nasi lemak restaurant, to improve service and keep up with the tech)
3) Power distance index: Trusted brand (Award winning, most preferred nasi lemak in singapore)
4) Premium service (like haidilao) 5) plant-based meat menu - appeal to vegetarian also
Weakness --
1) Intense competition, because there are a lot of nasi lemak stalls in dubai
2) Many red tapes in terms of the politics
Opportunity --
1) Dubai is a halal known country, so crave will have an advantage in it (social)
2) Dubai is just a city in a big country, we can use this to venture out to the whole UAE (economical) - Higher spending power
Threat --
1) Political and law
4.2 Target Market 50 words
· ATAS people
· High income people
5. 4 Ps
5.1 Product 300 words - Need at least one journal
1) Brand name, use ARABIC language (Link to social) - Standardisation, don't want to lose brand identity
2) Organic products will be used (Link to social) - Adaptation, higher quality food for high class target market
3) Packaging (Social) Adaptation: High-class or masculine - gold wording logo → power distance index high
4) Labelling (Political) - Labelling law: Labels must be in Arabic only or Arabic/English. Arabic stickers are accepted. - Adaptation, opening in Dubai
5) Brand logo, remain the same but add some arabic words to customise to dubai’s market (Adaptation)
5.2 Price 200 words - Need at least one journal
· Competitive pricing ( Link to social - PDI is high and economic - GDP high )
· Even pricing because higher net worth people won't mind - Even pricing refers to a price ending in a whole number or in tenths (e.g., $0.50, $6.10, $55.00). The idea is that a price ends in .99 sounds cheaper in the mind of the customer than those ending in .00.
5.3 Place 200 words - Need at least one journal
Use ADAPTATION to explain the following:
1) Exclusive distribution strategy
2) Direct channel
5.4 Promotion 300 words- Need at least one journal (Link to political and technological)
1) Use non traditional media
2) Political - No obscene scenes and alcohol // Need permit for social media influencers
3) Technological - Use social media and online advertising.
4) Using AI-powered to run the restaurant. Will be the first ‘smart’ nasi-lemak restaurant in Dubai. - new input
6. Conclusion 50 words
7. Reference