Environmental Report

Exe Summaary – to delete

The report will provide an in-depth analysis on expanding the Crave branding into the United Arab Emirates (UAE). Using the STEEP model, an environmental analysis was done to provide a better understanding of the business environment of the UAE and discovering hidden market opportunities.

Technological – to delete

We have decided to come up with a Crave application for food delivery, payment and reservation where everyone can use it. Anyone can order our Crave Nasi Lemak at the convenience of their homes and at the tips of their fingers, with just one click. Due to Dubai being a very technology advanced country, and based on statistics, most people use smartphones and about 9.52 million people are internet users, we can reach out to a greater audience using our mobile application.

We have also decided to come up with artificial intelligence for better service for everyone and to keep up with the technology in Dubai. In our restaurants, we will have robot servers who will serve the customers, so as to not let the customer wait too long and to have a fresh experience in our restaurants. We also decided to use digital menus and they will be able to directly order from those menus, instead of waiting for a robot server to come and take their order. Everything will be smoother and faster this way, and customers will have a better experience in our restaurants.

However, the implications would be the applications or robot crashing, and this may be a hindrance for our business.

Economical: to delete

The aim of venturing into the new market, Crave Nasi Lemak has to consider some economic aspects before venturing into this business. The GDP is the monetary value of all the finished goods and services made within a country during a given period. For instance, the GDP of the United Arab Emirates was 39179.88US dollars per capita.

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In comparison, Dubai is a potential market business for the company. It has more population making it the best market as the city also attracts a luxury lifestyle. The Crave Nasi Lemak aims to provide its product to these individuals makes it a perfect spot for the business. The United Arab Emirates uses the dirham as its currency while Singapore uses the Singapore Dollar. Dubai's income tax is the lower main reason why many individuals live in Dubai, leaving room for some funds for leisure money ("United Arab Emirates - Inflation Rate 2025" 2021).

Political: to delete

Singapore is one of the countries with the most inflows for foreign direct investment (FDI) in Asia (Wong and Tang 2011). Many companies would like to set up headquarters or business hubs in Singapore as it is well known for its political stability, good infrastructure, strong macroeconomic policies and competitive corporate tax rate. These are Singapore’s advantages in attracting foreign direct investment (Eudelle and Shrestha 2017). In comparison,

DELETE all about Singapore, ONLY RETAIN the UAE:

Besides understanding the political situation of the new market, it is also important to understand the law and regulations of the country before setting up businesses over there. To set up a restaurant in Singapore, companies need to apply for a food retail license from the Singapore food agency. On the other hand, there are other types of relevant certifications such as halal certifications, food safety and food hygiene certifications that also need to be obtained (Singapore Food Agency 2021). As compared to Singapore, food and trade licenses are required to start a food and beverages business in UAE as well. Also, Crave has to ensure the food safety standards are met, as per requirements by the UAE government (Government of Dubai 2021). In Singapore, some pre-packed food is required to follow the labelling requirement for food safety standards (Singapore Food Agency 2021). As per UAE’s labelling law, since Arabic is the first language in UAE, all labelling or signage has to be in Arabic only, or both Arabic and English (International Trade Administration 2020). Hence, Crave has to follow the labelling requirements as well as long as we have any packaged food for customers to take-away.