International Marketing

Management
LAUNCH NEW PRODUCT/SERVICE IN UAE
Introduction

❖ Al Remool Real Estate is a real estate service provider which deals is built-
up properties.
❖ It manages all residential, commercial & industrial properties.
❖ Al Remool Real Estate plans to introduce its new product in Sharjah, UAE.
OpenVIBE
 Al Remool real estate is planning to launch Co-working space concept in
Sharjah UAE.
 Providing flexible shared workspace environment.
 Targeting Freelancers, Startups, Entrepreneurs, Business travelers who looking
for fully functional office space to lease.
Features & Benefits of the product.
❖ Team Building.
❖ Breaking Silos, reducing loneliness, increase connections.
❖ Access to focus booth.
❖ Flexibility and Cost reduction.
❖ Remote access.
❖ Wellness.
❖ Amenities.
❖ Short- & long-term Lease.
❖ Atmosphere.
Reason for entering the UAE market

Shared workspaces are used by a community of freelancers, entrepreneurs, and by students, so

there are plenty of networking opportunities with people who are also trying to build a business.

Remool Real Estate can offer flexible lease terms as well as lowering deposit requirements. Shared
workspaces are preferred not only by startups but by large enterprises and SMEs as well.

•Shared workspaces are cost-effective and respected brands can bring with their name the
marketing powers, and that brings eyes to the property and increases property values.
Application of
Porter’s Five Forces
• Increasing customers • Existing traditional offices,
Base coffee shops, hotels,
restaurants.
• Young industry
• Cost
Buyer
Power

• High start up costs

• Service
create barriers to entry
• Amenities
• Co-Working is trendy
• Flexibility
Threat of Industry Threat of
New
Rivalry Substitute
Entrants

• There are a few large

players owning the
market share
• Accessible on a small
Supplier scale
Power
Factors to  Competition- Porter’s Five Forces stipulates that
firms must understand the competition in their
consider industries.
when  Potential of new entrants in an industry that can
easily be joined by new players loses its profitability
launching the in the long run.
product  Availability of buyers and demand- Al-Remool Real
Estate needs to maximize profits, it is important to
assess the availability of a ready market.
 Price- the price at which products and services and
products are offered influence their demand.
Pre and Post  Marketing research is important before launching
the product into the market.
product  It is important to know the timing to launch a new
launch product, not good to launch when economy is in
recession.
activities
 After product launch, marketing research is
important to trace customer demand .
 Collecting reviews and feedback from clients is
important for improvements.
Marketing Mix  The Marketing Mix is made up of four basic
elements; Product, Price, Promotion and Place.
 The extended marketing mix includes an additional
3P’s; Process, Physical evidence and People.
 Al Remool Real Estate must ensure that their
product offering is attractive to buyers and offered
at a reasonable price.
 It can take advantage of social media advertising
and ensure that the process of offering the service
is user friendly and not complicated to buyers.
 Their walk-in offices and company websites must be
well organised and neatly presented to attract
buyers.
  Porter’s Five Forces Model is an important tool
used to evaluate the attractiveness and
viability position of an industry.
 Al Remool Real Estate evaluated the market
in terms of competition, possible entrants of
new competitors, customer’s bargaining
power and other elements using the Porter’s
Five Forces Model.
Conclusion  Although the UAE is flooded with real estate
agencies, the market is quite lucrative and
has a good growth potential.
 Al Remool Real Estate must develop a sound
competitive advantage such as offering top
of the range services to clients to remain
competitive and relevant.
The End