Proposed Format for MKTG553 Presentation
Foreign Marketing Entry Strategy: Dubai
PART A: OVERVIEW/INTRO
• The initial part of our presentation will be a brief overview of the market that Zealong will potentially enter in Dubai and the wider Middle East.
• This will be done briefly through a SWOT analysis, but will be specifically focused on Zealong in the region (being careful to avoid any irrelevant information)
PART B: 3-PHASE STRATEGY
PHASE 1 (0-18 months)
• Develop slogan and imagery which will be basis of Zealong campaigns in Dubai and Middle East region
o How will we link Zealong to NZ
• Highlight who we intend to target with product (eg. Gender, background) which may consist of:
o (a) Wealthy businessmen working in Dubai
o (b) Wealthy locals including royal family, oil merchants etc (top 1% of earners)
• Develop concept for how Zealong will present at trade shows and identify multiple shows that could be targeted (‘Middle East Tea & Coffee Convention’ and ‘The Hotel Show’)
• Identify businesses in hospitality sector (restaurants, cafes, hotels, resorts, health spas) that can be directly targeted to sell Zealong product.
PHASE 2 (3-5 years)
• Once alliances have been formed and strengthened between several key hospitality businesses in the wider Dubai emirate, Zealong should identify opportunities to open a tea-house, similar to that at Gordonton within a pre existing 5-star resort/health retreat.
o An appropriate partner for this project would ideally inhibit a similar clean, green, organic company ethos that will work in harmony with what Zealong represents.
PHASE 3 (5-10 years)
• Further expansion throughout UAE and the Middle East, with Dubai as a base.
• Opportunities may exist in other similar up and coming business powerhouses such as Abu Dhabi, Doha (Qatar), Manama (Bahrain), Kuwait City, Riyadh (Saudi Arabia) etc.
• Roll out a similar marketing entry strategy as that which occurred in Dubai.
