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Table of Contents
Executive Summary:.................................................................................................................................3
Introduction.................................................................................................................................................4
Industry Overview......................................................................................................................................4
Our Mission and Vision Statement.............................................................................................................6
Our Products and Services………………………………………………………………………………………………………………..…….6

Core Competencies……………………………………………………………………………………………………………………………..….6

External Environment………………………………………………………………………………………………………………………….7

Market for Dubai Hospitality……………………………………………………………………………………………………………………7

PESTLE Analysis……………………………………………………………………………………………………………………………………….8

Political Factor…………………………………………………………………………………………………………………………………….8

Economic Factors…………………………………………………………………………………………………………………………………….9

Social Factors…………………………………………………………………………………………………………………………………………10

Technological Factors…………………………………………………………………………………………………………………………….11

Environmental Factors…………………………………………………………………………………………………………………………..12

Legal Factors………………………………………………………………………………………………………………………………………….13

SWOT Analysis………………..……………………………………………………………………………………………………….……………13

Strength………………………………………………………………………………………………………………………………………………..13

Weakness………………………………………………………………………………………………………………………………..…………….14
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Opportunities………………………………………………………………………………………………………………………………………..14

Threat……………………………………………………………………………………………………………………………………………………15

Segmentation, Targeting……………..……………………………………………………………………………………………………….15

Geography Segment………………………………………………………………………………………………………………………………15

Demographic Segment…………………………………………………………………………………………………………………………..16

Physiological Segment……………………………………………………………………………………………………………………………16

Behavioral Segment………………………………………………………………………………………………………………………….……17

Target Market………………………………………………………………………………………………………………………………………..17

Porters Generic Model……………………………………………………………………………………………………………………..……18

Cost Leadership……………………………………………………………………………………………………………………………………..19

Differentiation………………………………………………………………………………………………………………………..……………..20

Cost Focus……………………………………………………………………………………………………………………………..………………20

Differentiation Focus……………………………………………………………………………………………………………………………..20

Strategies………………………………………………………………………………………………………………………………………………21

Evolution of future strategies: SAFE Framework……………………………………………………………………………………21

Conclusion…………………………………………………………………………………………………………………………………………….23

References…………………………………………………………………………………………………………………………… ………………24
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Executive Summary:

In this study, effective Marketing analysis has been identified as an important factor in driving

company success in the current business scenario. The company's business environment was

analyzed using various strategic tools, such as SWOT and Pestle. The report deals with market

entrance problems in the United Arab Emirates AL FANAR Restaurant & Café in Dubai. It

presents brief data on the company, its products and services, its geographical markets and its

facilities for production or service. It also addresses country suitability based on the 10 factors

that make the Dubai market attractive for AL FANAR Restaurant & Café, as well as the political

stability of the market; Moreover, the country adequacy includes customer and competitive

market attraction factors, including availability of products/services to satisfy the needs of

consumers, existing level of competition, efficiency and value of existing competitors. The

report also covers AL Fanar Café in Dubai's marketing mix and personnel policy. The elements

in the marketing mix include product/service characteristics, place/distribution strategy,

promotion strategy as well as pricing strategy based on standardization and on the local response.
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Introduction:

AL FANAR Restaurant & Café is a renowned restaurant in the United Arab Emirates that

delights Emirati food. Over time, AL FANAR Restaurant & Café has gained a reputation locally

and excellently, since it promotes UAE country's national culture, societies, traditions, food

savours and plans to expand its operations worldwide.

This case study analyses how the market in UAE will work well for Al Fanar Restaurant &

Café's business. Different internal and external factors influence the entry model of the

restaurant. The study describes the market in Kuwait for food and drink. A careful analysis has

been conducted to identify the best suitable country for development for the purpose of risk-free

and profitable entry. The strength, weakness, opportunities and menace (SWOT Analysis) we

consider. The political, economic, social, technological, environmental, legal and competitive

aspects (PESTEL+C Analysis) as well as various forms of entry.The marketing plan is an

important factor in the management of business challenges (Avraam et al. 2019). Marketing

management initiatives are undertaken by companies to address the challenges, depending on

different business situations. Effective marketing analysis has become the major factor in the

company's success in the current business scenario.

Industry Overview

Dubai is a flourishing food industry, as food expenditure per capita in the UAE ranks among the

highest in the world, with 3,159 dollars in 2015, 32% above the US (except for alcohol), and

roughly the same as the average person spending combined in Kuwait and Qatar. Since food

spending moves according to economy and population in the restaurant, Emiratis' high value in
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food is explained by its high net value – and the fact that the main entertainment sources for

many in the country are visiting malls and dining.

Although the restaurant industry has many large, medium, and small players, a lot of growth is

still possible in the restaurant chains of the United Ae (and those looking to expand into new

markets). In the UAE, food expenditure is less than in other developed countries, which means

restaurants.

In the US for example, restaurants and foodstuffs are divided by nearly 50-50%. Meanwhile, the

UAE's breakdown is at 46.7% of restaurants, with 53.3% food, but this breakdown is set to

weight more heavily for restaurants and more quickly over time.

So, we were chosen to spend on Al Fanar's restaurant and café, because of the economic

advantage of UAE. Initially, UAE has a size of 20,000 km2 and a population of 4.2 million and

is the 8th largest exporter in the world and 10th largest oil manufacturer. Secondly, UAE

comprises a number of trade zones, the biggest being Shuwaikh, Sabhan, and Shuaiba, and the

Shuwaikh Port Free Trading Zone provides export and import facilities for materials and other

related activities.

Finally, there is a hospitable culture: a mix of modern society and traditional Islamic customs

and new concepts. It is young and a big consumer in the local population. They love foreign

products, Western brands and high-tech products very much. We can say that in society,

traditions and beliefs have many similarities.

Our Mission and Vision Statement

Our vision is to establish a one stop restaurant in other cities of the United Arab Emirates and to

become the leading restaurant of Dubai Marina – Dubai.

Our mission is to set up a restaurant business which will make ready-made local and

intercontinental delicious items available at reasonable prices.

Our Products and Services

UAE is profitable for the restaurants industry and we will make good local and intercontinental

delicacies available to our customers. We are ready to profit from the industry and will make

every effort to achieve our business objectives, aim and ambition by law in the United Arab

Emirates.

Core competencies:

The company struggles to maintain its market uniqueness by developing strong customer

relationships. The company has a much shorter improvement time than industry. In addition, the

Watermelon communication preserves its effectiveness on the market, introducing the fertile

brain group (Al-Masri and Curran 2019). The enterprise has established numerous campaigns to

host international and regional clients that are strategically sound and creative. For countries like

the UAE that have the economic stability, which influence the steady increase in business

activity.

According to marketing analysis, people of UAE chose healthy foods without artificial

preservatives and additives. Although the Objectives brothers focused firstly on a healthy diet
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and only cooked fresh food for people from Eastern countries, many companies have used this

approach to attract customers. The competition was, therefore, and continues to be one of al

fanar problems. Consequently, this concept should have been used to identify activities'

boundaries could have been more readily recognised by the consumer.

We know the trend in the restaurant and fast food industries in the USA and will not only operate

a system in which our customers will have to come and buy at our restaurant, but we will also

run an online service so that our customers can place their orders on-line. In the first 10years of

operation, our plan is to make our restaurant one of the leading brands in the entire Dubain

industry and amongst the top 5 restaurant chains in the UAE.

EXTERNAL ENVIROMRNT:

Market for Dubai Hospitality:

The world's 4th-largest town in the world after London, Paris and Bangkok is home to 20% of

the world's cranes. There is therefore a chance to develop a hotel. Dubai's hotel market remained

steady in the first quarter of 2016, according to reports from 2016, although in the same period

the market declined somewhat by 1% compared to the last year. The Dubai market is still by a

very high margin the strongest in the region. For the 2016 hospitality industry struggles had to be

signed with more cash restrained guest profiles and so hotels had to offer more attractive

packages to maintain their market share. This is due to the increase in the number of Dubai

airports as the world's fourth largest hub. Dubai has increased by more than 14% since last year.

For this reason transit passengers are not Amami Saraya's main target market and the marketing

strategy later explains further details.

PESTLE ANALYIS:

POLITICAL FACTOR:

The UAE is a major power in the Middle East and has significant international influences. It

maintains very good diplomatic and trading relations in the region as well as elsewhere with the

United States, Saudi Arabia, India and China. But its involvement in the Yemen war has

tightened its relations with Iran, the regional power of major importance. In 2017, she was also a

key player in Qatar's blockade (Encyclopaedia Britannica, 2019). It should be noted that recently

the UAE has adopted initiatives to de-escalate critical circumstances in the Middle East, in

particular its tensions with Iran.

Political factors refer to all things that affect the economy in general and the business scenario

perpetrated and carried out by the government. Regulations and policies of the government

include trade and labour laws, fiscal policies, environmental laws and regulations, trade

restrictions, trade tariffs and development policies and infrastructure. The average cook's wage in

Dubai is between 1,000 - 10,000 dhs a month, and between 1,000 - 5,000 dhs monthly for a

waiter/waitress. There are also health rules that must be complied with by the business to

maintain its workflow in addition to the average pay of the employees.

Economic factors:

Dubai is a global financial centre as well. In the top 50 worldwide financial cities, Dubai

International Financial Center is ranked 37th. Japan, China and the USA are the leading import

sources of Dubai. Instead, it is a member of several international forums such as the UN, World

Bank, IMF, Arab League, OIC, OPEC, and GCC (International Economic and Political Fora). It

is the world's 27th largest economy. Its 2018 GDP amounted to US$ 414.18 billion (Trading

Economics, 2019). From 2000 to 2018, GDP growth averaged 4.34%. In 2006, GDP increased

significantly.

The United Arab Emirates is one of the richest per capita income countries in the world. Over the

years it has achieved remarkable economic advances, and the main contributors are plentiful

natural resources, economic diversification, innovation and foreign direct investment influx

(FDI). The total FDI receiving the country from 2016 to 2018 was 30,4 billion dollars according

to the World Investment Report 2019.

Moreover, the company itself is not controlled and can dramatically change a company. For a

restaurant, economic factors are very important. Because restaurants are a luxury, not a
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necessity, people need to have the disposable income to spend. For restaurants, therefore,

economic growth is extremely important. The economic factors affecting most enterprises, such

as capital costs and inflation, will also influence a restaurant.

Social factors

Although traditionally conservative, the UAE is one of the Gulf's most liberal countries. Dubai is

in particular a dynamic emirate and a prosperous international corporate centre. The world of the

advanced is very modern and well integrated. In the last two decades, it grew and evolved

quickly.

Men are 76 years and women in the Arab Emirates have a life expectancy of 78 years. The main

language is Arabic, whereas Islam is the country's main religion (BBC, 2018). With 74,410

dollars of GNI per head, the UAE is the 5th richest country in the world (Harrington, 2018).

Emiratis people are very social and families enjoy living together. They advocate and practise

highly religious, tribal and traditional co-operation and care values.

Today, however, the United Arab Emirates face some social challenges. The wealth gap is a

problem as Maceda (2018) states that more than one half of the U.A.'s wealth is owned by the

richest 1 per cent of the population.

The social, religious and cultural aspects of the business world relate to social factors. In Dubai,

Muslim religion is part of the political factors affecting our business activities. Serving foods

such as pork and alcohol is therefore contrary to Dubai legislation. Pork is mainly used in pork in

Mexican culture to produce the country's traditional dishes, but the meat has to adapt to Muslim
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culture in order to get to understand the social aspects of Dubai. What we must also bear in mind

is whether Dubai has a health-care market or a market in which high fat foods are preferred.

Another important social element is the attitude towards restaurants and food; in a market in

which people prefer to eat out than in one in which people prefer to remain at home, a restaurant

has a much better chance. Dubai Mall, however, is a very social environment that attracts many

different people with various ethnic groups.

Technological factors

In the PESTEL analysis of the United Arab Emirates, the technological environment is the next

element (EU). The Emiratis use social media very much. They spend on social media every day

an average of 2.56 hours. Around 82% of the population of the UAE has Facebook profiles while

YouTube's penetration is also at 82%. Twitter, LinkedIn, Pinterest, Instagram, and Tumblr are

also prominent social networks.

In 2001, the UAE introduced the eDirham card to enable public and non-government services to

be payable. In space science, life science, nuclear and ICT the government has invested heavily

in the past few years. The UAE is the most attractive IC at present.

The restaurant industry is generally a low-tech industry. If there are strong demands for

technology on the market, the entry into the market may be difficult. The most important

technological factor in the food industry is specialised equipment. To compete with the Dubai

Mall market, we as a company have to focus on creating high quality in a short amount of time

with a large number of buyers and customers, but we can do this only with high quality, costly

products.
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Environmental factors

The UAE is one of the world's most popular countries. One of the elements that attract millions

of tourists every year is a great balance between traditional religious culture and modernity,

luxurious hotels, magnificent shopping centres, sky-crater shops, clear beaches, historical ruins.

But in such a short time the country has evolved so quickly that it now faces environmental

challenges. Constant noise, invasive species and carbon footprints have huge environmental

impacts, as are restrictions on water sources, overfishing, waste generation, air pollution, soil

degradation and desertification (Government AE, 2019).

By analysing the company's environmental situation it has been identified that it follows the

environment and invests in the introduction of non-renewable resource alternative practises. In

this case, environmental factors can contribute towards ensuring the growth of the company's

business

Legal factors

The legal factor plays a special role in the external environment. The Middle East organisational

activities were affected by the changing administration as well as internal regulations in the

country. Due to regulatory uncertainty, companies face several challenges while they operate in

this country (Knight et al., 2016). It will become difficult for business companies to manage

business operations properly by changing taxation and customer commitment policies. The legal

situation in the country is not in a favourable position for the company in this situation.

SWOT ANALYSIS:

Strength:
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Actually, we found that the AL FANAR has a clean and unique décor that takes customers back

to the 1960s, where life is simple and difficult at once, after carrying out a SWOT analysis for

AL FANAR restaurant. Unique product with a star architect who reinvents and touches the

cultural aspect of the city and there is no major boutique hotel direct competitors Furthermore,

the AL FANAR Restaurant features special photos with short stories that will remind everyone

of ancient times. AL FANAR also offers a unique service offered by special customers with

traditional clothes to show the beauty of the ancient fashions in this area. Moreover, in terms of

taste and cleanliness, the food quality is excellent compared to the competitors from AL

FANAR, although the FERIJ SOWAILEH Restaurant offers equally delicious food. ALFANAR,

however, has special Arabic spices that add the magic and specialise in food. Moreover, in

comparison with other competitors like FERIJ SOWAILEH, the prices are reasonable. AL

FANAR also has a good branded image in the UAE and people regularly visit UAE, so the brand

image for them is not new.

Weaknesses:

The UAE market are not new for traditional restaurants. Some restaurants, like FERIJ

SOWAILEH, the DAR HAMAD, etc, provide traditional UAE food. ALFANAR will however

be the first restaurant to supply traditional Emirati food on the Arab market. Upscale and luxury

hotels might get the best spending clients however the hotel is not a resort, Furthermore, it will

require high operational costs, including work and electricity, to open a sector in the UAE

market.

Opportunities:
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The market in Dubai is highly likely to be a success. UAE are known for food love and always

want to try new restaurants. Furthermore, Kuwaitis respected family reunions and AL FANAR

was invited to offer traditional Emirati food at home. Advanced technology will also help AL

FANAR to spread quickly with special food phone apps like TALABAT.

Threat:

Dubai real estate prices rose dramatically, but prices of all immobilising sector indicators

dropped during 2016. As with all crises, most people are afraid of a price bubble that could shoot

and recession the macro economy. Statistics however show steady growth and even decrease in

all sectors, not as steep. It could have an impact both on wealth and on financial performance in

relation to mortgage lending. Geopolitical climate is an important part of this part of the world

when a massive capital inflow after 11, 2001 September is partly explained by the economic

boom in Dubaia's real-estate sector, and sometimes in the Middle East and in the restaurant

industry in Dubai, the high rental is the biggest and the most promising challenge we will face.

Segmentation, Targeting:

We'll first identify the foundation for market segmentation and develop profiles for the segments

involved. This will enable us to develop attractive segment measures and therefore target our

consumers precisely. In order to have a superior value, we may need to distinguish between our

service and then position ourselves on the Emirate market. The segment will be divided into

consumer, corporate and global markets. consumer markets consumer markets We have no

geographical limitations. In fact, we're targeting consumers worldwide.

Geography Segment:

Asia Pacific is the largest share of the market. Increased food services have been achieved by the

increased proportion of youth and millennia in the region combined with the increase in the

number of restaurants, the fusion of different cultures and cuisines, increased population

preferences to eat without homes and the increase in the value of services provided by the

customers by the restaurant sector and other food joints.

Demographic Segment:

UAE consumers see food services as a place of social events, for family and friends to enjoy as

well as for official meetings and for a growing appetite for food. With an ever more likely diet,

the country's consumption in fast food chains and full-service restaurants is driving the country's

consumer market. This is mainly due to higher consumer expenses on recreational activities and

to UAE consumers' dine-out preferences, especially among young people. Consumers in the

region also generally pay a premium price for quality food comfortably. Indeed, a consumers'

survey showed that between AED 101 and AED 300, 32,6 percent of UAE users were willing to

consume food, reflecting their high willingness to spend on food.

Physiological Segment:

The climate can also be varying since tourists often look for a change of landscape from any

region, large city or rural area. We can now divide customers into age, income, ethnicity, gender,

family size and family type groups. Research has shown that people in their 30s develop the

greater awareness of the environment. Because we want to build a luxurious resort, our guests'

revenues must be consistent to pay our suites costly prices and provide us with the leisure
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activities we offer. Hotel head Head However, the ethnic factor is known as the climate change

awareness in recent decades

Behavioral Segment:

Details of family are not As Emirati Butler builds this fact, we are not as big as usual; Western

populations are noticeable in movies and media In addition, the sex and the analysis of

segmentation in the Cooking Team take into account. Our hotel and services are developed to

satisfy a backpacker or family during a holiday to target individual families. Employees of the

Domestic Spa team Regarding the segmentation of lifestyles, we're looking for guests who know

the outdoors. These individuals can therefore participate in sports or any kind of outdoor activity

and are aware of natural landscapes.They may also want to find out more about the Emirate

area's fauna and flora, in particular the desert where the resort is located. So we are wondering

who our hotel guests are and why they want to stay with us to attract visitors.

Target Market:

We are well aware that local and intercontinental delicious products are being promoted in the

United Arab Emirates, a trend which will not diminish in the near future and which many

entrepreneurs are taking advantage of.

In this light, we've placed our restaurants in service of the Dubai Marina – Dubai residence and

everywhere else in key cities throughout the United Arab Emirates. Our market research has

been carried out and we are convinced of what our target market would expect from us. We are
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in business with the following groups of people who offer our local and intercontinental

delicacies;

 Corporate Organizations

 Households

 Corporate Executives

 Business People

 Sports Men and Women

 Tourists

When the target niche markets for our hotel are established, we will create sections for them on

our hotel website. The parts of the marketing mix that appeal to them must be focused especially.

We also plan on building packages and special offers to attract and stimulate niche goals.In the

opinion of the hotel's location and its competitors, the target market would be young people who

require an affordable yet elegant place to stay in Dubai while taking the closeness to certain

working areas such as the media and the Internet city into account. Market segments evaluation

The size is relatively large of our main segment. This segment, in fact, integrates individuals and

families, with the financial and ecological awareness being the only limitations.We believe that

our structural attractiveness will be high with this new innovative resort, which is one of the first

of its kind. However, the impact of competition and substitute services must be taken into

consideration. The resources of the company are anchored in the scenery of the resort. The high-

quality presentations of our buildings and staff will contribute to the satisfaction of consumers.

Porters Generic Model:

The generic Porters model creates strategies if the competitive advantages are gained from the

market. The Porter generic model has four components driven by the market scope and

competitive advantage.

Cost leadership:

It is also one of the most competitive markets in the world, not only one of those markets which

makes Dubai and the United Arab Emirates the most lucrative in the restaurant industry. The

higher aspect is that as the market is so saturated, service providers have more advanced ideas,

different trends are emerging and there is no shortage of choices for consumers.Unhappy is that

restaurant manufacturing is now more than ever facing challenges in Dubai, Abu Dhabi and the
 19

rest of the UAE.The competitive advantage of the team is that we have the ability to control

inventories on hand and produce unique food shortly, our capacity to quickly adopt new

technologies and of course, our easy access to a multi-functional, highly skilled and flexible

workforce.

Differentiation:

The hotel differs from other high-end hotels by concentrating rather than re-sorting charm on

minimalist and modem luxury. Imitation may be a problem over time, but the Amani Saraya

hotel focuses on a constantly developing suite of services to maintain a competitive advantage.

Every day, surprise gifts such as food samples and books are tailored to the individual's interests.

Cost focus:

The companies adopt this strategy as the competitive scope falls. The focus strategy sets the

segment in which the strategic initiatives are implemented. In this case, the cost benefits of the

target customers are gained. It may be said that by producing its products at the lower cost, the

company already complies with the cost focus strategy.

Differentiation Focus:

In this case, the company seeks to meet the customers' needs. Due to changing customers' needs

and demands, it has become a major challenge for companies to fulfil individual needs in a

competitive business environment (Knight et al., 2016). In contrast, market competitiveness for

manufacturing customers' high preferences has increased due to the availability of options on the

market. The introduction of the differentiation focus strategy can help the company to achieve its

goals in this  situation through the introduction of single services.Finally we will take care of our
 20

staff and their welfare package will be among the best in our category in the restaurant/fast food

industry in Dubai, making them more than happy to start up with us and help us achieve our

defined goals and goals.

Strategies:

The only aim is to position the Colloquy Grog Shop as the first place to meet like-minded

individuals for young professionals. The marketing strategy seeks first to sensitise customers

about their services, develop this customer base and develop customer loyalty and references.

The message to the fanar is that the restaurant is the venue for smart individuals. This message is

transmitted via a variety of methods. Announcements are the first method. The bulk of the

publications will be published in The Willamate Weekly, a weekly entertainment guide in the

U.A.E has number for the target papulation

The establishment of strategic links with companies with similar demographics, like the

Multnomah Athletic Club is another way of working. Establishing a relationship of mutual

benefit will make it possible for both organisations to build mutual vision.

The other form of advertisement will use "basic" methods, which will provide customers with

coupons for their friends for first time to try out Al fanar resturant The coupon will provide the

newcomer with an economic incentive to test Colloquy Grog Shop. The coupon is also powered

by a friend's reference.

Evaluation of Future Strategies:

In order to analyse the future strategic effectiveness of Watermelon Company in the UAE, the

SAFE Framework is developed. The company Framework Analysis is divided into three

segments: the team, the programme and the portfolio that can help implement future strategies in

an enterprise as well as help meet the needs of the company's stakeholders.

Any business' survival and viable depends on its number of loyal customers, the capacity and

skills of its employees, its investment strategy and corporate structure. If all these factors are

missing in a company, it won't be long before the company closes.

One of our major goals to start AL FANAR is to create an enterprise that will survive its own

cash flow without the need of external financing when the company is operating officially. We

know that our local and intercontinental delicacies are slightly cheaper than that for our approval

and winning customers.

AlFANAR. will ensure the right foundations, structures and processes are established to ensure

the well-being of our employees. The corporate culture of our enterprise is designed to lead our

business to higher levels and to better train and retrain employees.

We know that, if we do this, we can retain and retain the best hands that we can get in the

industry; it will help us build the business of our dreams more dedicatedly.
 22

Conclusion:

The conclusion of this study is that communication from Watermelon is a popular media agency

on the UAE market which introduced integrated communications services to the markets. It can

be said that both the external and the internal conditions of a firm are analysed, but it is also true

that the political, economic and technological environments in the UAE are favourable for a

company which can restore the positive growth potential in terms of internal conflicts and

cultural barriers.

The most important part of the marketing plan is to cover and know the objectives which need to be reached. This

will help the business to guide its ways and alter its strategies to ensure that plan is always on track and the

organizational resources are not wasted. This is what Alfreej restaurant is striving to achieve and will be able to

achieve as long as they are able implement their plans in an efficient manner.

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