迪拜建材市场调研汇报

1、Questions问题Whether Dubai is a good choiceWho are our customers in the potential marketHow to reach these customersWhat is our positioning?Whether UAE- GCC market is attractive?How to build and strengthen the sales networkProcess 过 程ImplementEvaluateStrategyAnalyzeAdjust & ImproveContent 目 录UAE-Dubai

2、Macro Environment Industry Environment Micro EnvironmentSWOTStrategy & ApproachUAE-Dubai 阿联酋-迪拜AUE- The United Arab EmiratesAUE- Locate in the eastern part of the Arabian peninsula AUE- 7EmiratesAUE- 3 BIG cities (Abu Dhabi-Duabai-Sharjah)Dubai- The Finnancial Capital Center of GULF Region 2cnd emir

3、ate of AUE Biggest city of AUEA- 3980KM2, 5%P- 2,262,000, 41.9%Content 目 录UAE-DubaiMacro Environment Industry Environment Micro EnvironmentSWOTStrategy & ApproachMacro Environment宏观环境分析PoliticalStableLow customs duty 10% for luxury goods,4% for general, varies as little as 1%EconomyGDP $383.8 Bn5.2%

4、 UPGDP per capital $24078 Turning point Y 2010 Increasing trend till 2013 Inflation rate 3.1SocialPopulation- 5,628,8052.71 % UP 2014 (est.)Islam plays a large role in businessTechnologyEnvironmentFuture strategies- SustainabilityIntegrated Energy Strategy -30% reduction in carbon emissions by 2030(

5、Dubai FDI)8,101,280 Internet users(Dec-31, 2013)88.0% penetrationLegal3,442,940 Facebook users(Dec-31, 2012)41.7% penetrationContent 目 录UAE-DubaiMacro Environment Industry Environment Micro EnvironmentSWOTStrategy & ApproachIndustry Environment 行业环境分析Industry Environment 行业环境分析Potential market of GC

6、C (1)92.06%Year 2014128.46 Billion USD (Project completed)29.63%Year 20149.57 Billion USD (Interiors and fit-outs)Industry Environment 行业环境分析Construction market structure of GCC725.19%UP690.03%UPIndustry Environment 行业环境分析Interiors and fit-outs market structure of GCCResidentialHospotalityCommercial

7、$3.30 bn$1.94 bn$1.77 bn34.47%20.24%18.48133.88 % UPIndustry Environment 行业环境分析Construction market of UAEIndustry Environment 行业环境分析Year 2014251 millionUSD (Healthcare Sector)Year 20141.31 billion USD (Residential sectors )Interiors and fit-outs market structure of of UAEPhysician density: 1.93/1000

8、Hospital bed density: 1.9/1000(104/188)- Japan 13.75/1000 (1/188)- Korea 13.2/1000(2/188)- France 7.1 /1000 (13/188)- China 4.06/1000 (48/188)Industry Environment 行业环境分析Interiors and fit-outs market structure of of UAE( Million USD)Industry Environment 行业环境分析Stainless steel pipe a big market in UAEM

9、arket of S.S. helicon pipe in UAE is relatively smallContent 目 录UAE-DubaiMacro Environment Industry Environment Micro EnvironmentSWOTStrategy & ApproachIndustry Environment 行业环境分析Stainless steel pipeTurning point: 20112011-2012 22.9%2012-2013 28.3%Stainless steel helicon pipe Turning point: 20122012

10、-2013 41.6%HSC73044190HSC7307220000Micro Environment微观环境分析Barrier of entry - LowGovernment encourageLow import dutyFree taxPower of buyer- HighSufficient substituteFamous brand fromEuropeLow price local brandPower of supplier- LowRaw material price decreasingSelf-ownedfactoryThreats of substitue- Hi

11、ghS.S./ C.r/PPR/PAP/PERTRivalry- LowContent 目 录UAE-DubaiMacro Environment Industry Environment Micro EnvironmentSWOTStrategy & ApproachSWOT 优劣势分析StrengthsProduct ProductionWeaknessLogistic Network ServiceBrand awarenessProject referenceOpportunitiesGood macro environment Economic recovering EXpo2020

12、Construction investmentincreasingLow custom dutyLow rivalry-Ss helicon pipeThreatsSubstituteContent 目 录UAE-DubaiMacro Environment Industry Environment Micro EnvironmentSWOTStrategy & ApproachStrategy & Approach 策略及方案SegmentationStrategy & Approach 策略及方案Targeting customersDistributorship sales- Buidl

13、ing material & service supplierPipe & pipe fitting supplierHose coupling & FittingsBuilding Material supplierBuilding Material wholesaler & disrtibutorConstruction material supplierDecorating material supplier-Watercoolers-equipment&supplies-Watercooler&treatment-Waterheater-wholesaler&distributor-P

14、lumingequipment&fixturesupplies-Boilersupplies&parts-Boilerdistributor-Heat-unit-distributor-Airconditioningequipment& systems- Pipe cutting & threading equipmentStrategy & Approach 策略及方案Targeting customersDistributorship sales- Buidling material & service supplierPlumbing contractorPipeline contrac

15、torPipeline installation contractorStrategy & Approach 策略及方案Targeting customersProjectReal estateReal estate internationalReal estate consultantsBuilding contractorContractors-generalContractor-turnkey projectsContractor furnishers (Furnishers-contract)Building maintenance repairs & restorationStrat

16、egy & Approach 策略及方案BMPipeBMCMDMWatercoolersXWatercooler YWaterheaterZPlumbing E & FBoiler XBoiler YHeat unit XSales networkReal estateReal estate consultantsContractorSub-contractor (Pipe & plum)Air conditioning XTotalflexStrategy & Approach 策略及方案Marketing mix4PProduct Price PlacePromotion7P+ Physi

17、cal evidence+ Process+ People4CCustomer Cost ConvenientCommunication3PPositioning Proposision PresentationStrategy & Approach 策略及方案Segenentation- 6 layersTargeting- distributors/projectPositioning- competitive (Quality+Service+Price)Proposision- value to customerPresentation-visual and brand experie

18、nceCustomer Brand?(Quality)Easy to sellHigh profitGood payment term0 StockService Cost Convenient CommunicationStrategy & Approach 策略及方案1. Set product positioning- Set a competive price which customer is willing to payProvide value-added service which customer wants indeedProduct, brand, & company p

19、resentation satisfy the positioningEfficient & convenient marketing commnunicationStrategy & Approach 策略及方案Targeting customersPositioningBlue Ocean UK Brand Office inJebel Ali Free Zone PPR, PERT, PAP16-160mm1-1.6 Mpa; Max. 2.0 MpaAlmatherm German Brand Distributors PPR16-1 0mmGeorg FischerItaly Bra

20、nd since 1802 DistributorsPPR16-250mm6m/pcPlastic compression fittingsStrategy & Approach 策略及方案Targeting customersPositioningAlpha EmiratesLocal BrandHDPE, MDPE & LDPE, PP-R0.24W/mK1/8 Weight of metal 5MpaMullerU.S.A Brand Distributors Copper1/8 to 8-1/8SURYAIndia brand DistributorsGalvanized & blac

21、k steel18 to 100 PVC1/2-2Strategy & Approach 策略及方案Targeting customersPositioningGerman brandLocal brand Turkey brand,some Chinese brandStrategy & Approach 策略及方案Targeting customersPositioningCost-plus pricingTarget return pricing Value-based pricing Psychological pricingPositioningStrategy & Approach

22、 策略及方案Targeting customersValue added serviceNew product, high profit%-%Help distributors develop market- 2015 marketing planExhibitions, magzines ads, social media campaign, road showFirst year sales tool for freebrochures, gifts, postersFree trainingValue added serviceBrand awarnessComplete range o

23、f specificationIndustrial solutionInstallation serviceStrong networkNo downpaymentLogistic supportWhat do our competitors have?Strategy & Approach 策略及方案Marketing RoutingTotalflexCustomersWebsite App Exhibition MagazineSocial networkYellowpage B2B platform DataSales man resource VisitingGoogleB2B Pla

24、tform Exhibition NetworkStrategy & Approach 策略及方案Routing 1- Direct salesSales man resourceTry to improveB2B platform Visiting YellowpageMade in ChinaEvaluate- Email-Contact-Visit Data Work as schedule Routing 2- Advertisement/BrandingFun/Interesting/Involvment 2 pieces of news/wkExhibition Social ne

25、twork Website Magazine AppsWhats the function? Routing 3 - Make customers find us easierBetter use free B2B platformGoogle B2B Platform Exhibition NetworkStrategy & Approach 策略及方案Routing 1- Direct salesYellow pageEvaluate:C1Pipe dealer,distributor; pipe/plumbing contractorC2Building material dealer,

26、 distibutor; decoration company; contractor C3Water heater/cooler/boiler distributorC4Pipe cutting threading equipment (test market)Email contact listCoutry-region- class(C1/C2/C3/C4)Strategy & Approach 策略及方案Routing 1- Direct salesYellow page & dataEmailing contentBrochureExhibition noticeFestival g

27、reetingsCompany news selectionSocial network topic invitationStrategy & Approach 策略及方案Routing 1- Direct salesData35%Probability of addressee related to your proposition17%Probability of appropriate message10%Probability of timing0.35*0.17 *0.10 = 0.005950.6%168 emails, get one interested person1680

28、emails, 10 possible Leads?Strategy & Approach 策略及方案Routing 1- Direct salesVisitingVisiting Second level dealerSecond level dealer is easier to convinceFace to face is more direct,easier to persuade the targeting dealer to become distributorUsing distributor evaluation sheetStrategy & Approach 策略及方案Targeting customersRouting 2- Advertisement/BrandingExhibitionStrategy & Approach 策略及方案Targeting customersRouting 2- Advertisement/BrandingExhibitionPre-show marketing - Attract more attendors: Marketing campagin:Pipe art challengePipe relayAdvertisement: Local m