Craft Oasis Marketing Plan
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MBA Marketing Plan focused on bringing a new product, Craft Oasis, to the Dubai market.

MBA Marketing Plan focused on bringing a new product, Craft Oasis, to the Dubai market.

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  • 1. Craft  Oasis  Presents:   Emirates  Choice                         Marketing  Plan  &  Presentation  Produced  By:   Joanna  Komvopoulos  &  Regan  Sweeney    
  • 2. CRAFT  OASIS  Presents:  Emirates  Choice  EXECUTIVE SUMMARY  .....................................................................................................................  3  COMPANY DESCRIPTION  ..................................................................................................................  3   BACKGROUND  ....................................................................................................................................  3   MISSION STATEMENT  ....................................................................................................................  4   COMPANY LOGO  ...............................................................................................................................  4   PRODUCT TAGLINE  .........................................................................................................................  4   PRODUCT DESCRIPTION  ...............................................................................................................  4   PRODUCT SLOGAN  ...........................................................................................................................  5   PRODUCT LABLE  ...............................................................................................................................  5  SITUATION ANALYSIS  ........................................................................................................................  5   COUNTRY ANALYSIS  .....................................................................................................................  6   CULTURAL ANALYSIS  ...................................................................................................................  7   DEMOGRAPHIC PROFILE  ..............................................................................................................  8   SWOT ANALYSIS  ..........................................................................................................................  8   Porters 5 Forces  .....................................................................................................................................  10   Threat of New Competition  .........................................................................................................  10   Threat of Substitute Products  ......................................................................................................  10   Bargaining Power of Buyers  ........................................................................................................  10   Bargaining Power of Suppliers  ...................................................................................................  11   Intensity of Competitive Rivalry  ................................................................................................  11  OBJECTIVES   .............................................................................................................................................  11   MARKET PENETRATION STRATEGY  ..................................................................................  12   PRICING MODEL  ..............................................................................................................................  12  STRATEGY  ................................................................................................................................................  12   BRAND POSITIONING  ...................................................................................................................  12   VALUE POSITIONING  ....................................................................................................................  13  TACTICS  .....................................................................................................................................................  13   SOCIAL MEDIA   ..................................................................................................................................  13   ADVERTISING/DIGITAL MEDIA  .............................................................................................  14   Company Advertisements  .............................................................................................................  14   Commercial Concepts  ....................................................................................................................  14   PROMOTIONS  .....................................................................................................................................  15   Complimentary Tastings & Informative Brochures  .............................................................  15   Emirates Choice Promotional Gifts  ...........................................................................................  15   Dedicated Promotional Representatives  ..................................................................................  16   Total Budget  ...........................................................................................................................................  16  BUSINESS  CHALLENGES  ......................................................................................................................  16  CONCLUSION  ..........................................................................................................................................  17  REFERENCES  ...........................................................................................................................................  18     2  
  • 3. CRAFT  OASIS  Presents:  Emirates  Choice  EXECUTIVE SUMMARYCraft Oasis would like to expand its local brand internationally, by exporting its premierproduct, Emirates Choice, to Dubai. After careful consideration of emerging economies,Craft Oasis has chosen to export Emirates Choice to Dubai because the company feelsthat the particular make and flavor of its craft beer will appeal to the local consumers.Craft Oasis has taken the country’s socioeconomic, political, and cultural demographicsinto account in deciding how to market its product. Research indicates that there arecurrently no American craft beer companies distributing in Dubai; there are only fewEuropean craft beer options. Clearly, this is an opportunity for Craft Oasis to penetrate acurrently unsaturated market. The ultimate goal is to thus infiltrate the market and createa new craft beer drinking culture by taking advantage of strategic partnerships with localauthorities and distributers, as well as, the large tourist and expatriate population ofDubai.Craft Oasis has however anticipated some business challenges that it may face. Theseinclude gaining brand recognition in the face of strong European competitors such asHeineken and Amstel, cultivating a beer culture in a market that is culturallyconservative, and facing the stringent alcohol laws of Dubai. In response to theseforeseeable challenges, Craft Oasis will work to differentiate itself from its competitorsthrough strategic marketing that will indicate the luxury, essence, and quality ofAmerican craft beer vs. mass-produced generic beer. Furthermore, the ultimate goal forCraft Oasis is to promote the Emirates Choice product so successfully that it becomesassociated with luxury and stands out from the masses. This will be achieved primarilythrough marketing campaigns, local promotions, and social media in which the highquality of Emirates Choice will be stressed and juxtaposed against the rest of itscompetitors, operating under the vision that Emirates Choice is the difference betweengeneric and luxury. This is further indicated by the product’s tagline: EmiratesChoice….the difference between everyday and today.Ultimately, Craft Oasis feels that it is ready to expand internationally and that enteringthe market in Dubai is a crucial first step in that process, which they anticipate, willincrease sales and revenue.COMPANY DESCRIPTIONCraft Oasis, a local San Francisco brewery, has been in business since 1996. Thecompany produces and exports specialty craft beer. Its most popular product is EmiratesChoice, which has led the company’s sales.BACKGROUNDCraft Oasis has seen a relatively steading increase in sales up until 2008 when there was asudden spike in sales, which generated $6,000,000 in revenue and $660,000 in net profits.   3  
  • 4. CRAFT  OASIS  Presents:  Emirates  Choice  Craft Oasis representatives indicate that this spike in revenue was due to successfulpromotion and high quality products such as Emirates Choice.Craft Oasis mainly competes for market share against international mass consumercompetitors such as Amstel and Heineken but focuses on product differentiation, throughquality and unique taste profiles, as it penetrates the market.MISSION STATEMENTCraft Oasis is a deluxe brewery, which is redefining the beer market through itsexportation of American luxury craft beer at a premium price. Craft Oasis focuses oncreating superior products for the everyday consumer by emphasizing taste, quality, andstyle.COMPANY LOGO  PRODUCT TAGLINECraft Oasis will market Emirates Choice with the following product tagline: Emirates Choice, the difference between every day and today!PRODUCT DESCRIPTIONEmirates Choice is a micro brewed American style lager classified as a CaliforniaCommon. Emirates Choice is brewed using special strains of yeast that thrive at warmertemperatures and traditional Northern Brewer hops resulting in an amber color lager withmedium body and a firm grainy maltiness with toasty and caramel notes.1                                                                                                                1  (Beer-­‐FAQ,  2007)     4  
  • 5. CRAFT  OASIS  Presents:  Emirates  Choice  PRODUCT SLOGANCraft Oasis will market Emirates Choice with the following product slogan:   Emirates Choice…taller than the rest!PRODUCT LABLECraft Oasis’ premier product, Emirates Choice, scheduled to launch in Dubai in 2013 willhave the following label image:  SITUATION ANALYSISCraft Oasis has carefully taken into account the cultural, political, social, and economicdifferences between the United States and Dubai. Therefore, through critical country,   5  
  • 6. CRAFT  OASIS  Presents:  Emirates  Choice  cultural, and demographic analysis, Craft Oasis has identified its strengths, weaknesses,opportunities, and potential threats in launching Emirates Choice in Dubai.COUNTRY ANALYSISAfter careful country analysis it has become clear that promoting Emirates Choice inDubai could be a profitable investment. Originally, Dubai’s economy was based on oilproduction, but it has diversified to include tourism, real estate, and financial services.Dubai has excellent modern infrastructure including ports and road transportation.According to the World Bank, the UAE ranked #5 on the list of countries with easytrading across borders.2 This is ideal, because it makes it much easier to conductbusiness with UAE domestic companies and export our product directly to them withlittle bureaucratic hassle and red tape. Our research indicates that on average it takesseven days to import a shipping container and only costs $635/container.3 Furthermore, United States exporting costs are approximately $1,050 per 20ft.container.4                                                                                                                2  (The  World  Bank,  2012)  3  (The  World  Bank,  2012)  4  (The  World  Bank,  2012)     6  
  • 7. CRAFT  OASIS  Presents:  Emirates  Choice  Compared to the twenty-five day average of the rest of the region, the United States onlyaverages seven days5, which proves to be a substantial benefit and cost cut for exports, incomparison to assessments for exporting to other countries or locations.CULTURAL ANALYSISCultural analysis of Dubai indicates that the country is much more conservative than theUnited States. This is particularly true in regards to how the country regulates alcoholconsumption and public pastime. While Dubai is heavily regulated in this regard, and itsMuslim population is practicing, the country also has a large percentage of expatriatesand tourists who do not follow the same cultural standards. The city of Dubai is abustling cosmopolitan city representing many different cultures. Hence, there is room to                                                                                                                5  (The  World  Bank,  2012)     7  
  • 8. CRAFT  OASIS  Presents:  Emirates  Choice  expand this market and create a drinking culture for craft beer. Craft Oasis is looking topenetrate that market and cultivate a beer drinking culture by targeting expatriates andtourists. Dubai is considered to be the #8 tourist city in the world, which further indicatesthe ability of Craft Oasis to cultivate this culture and promote sales of Emirates Choice.6DEMOGRAPHICPROFILEThe country’s high GDP($48, 500 US) indicates thatthere is a large amount ofvery disposable income andthus room for profitgrowth.7 Craft Oasis’specific target market isDubai. Dubai has a 1.7million population andcomposed of an 85%expatriate population. Thisexpatriate population iscomposed of people formcountries all over the world.Recent statistics indicatethat the population in Dubaiis composed of 85% Asian,chiefly Indian at 51%, andPakistani at 16%.8 Theseare all countries in whichdrinking is heavily regulated or simply not allowed. Hence, in Dubai, this population ismore likely to consume alcohol now that they are free from stringent regulations.9SWOT ANALYSISThrough careful SWOT Analysis, Craft Oasis has identified the strengths, weaknesses,opportunities, and threats of its marketing plan to export the company’s premier craftbeer, Emirates Choice, in Dubai.                                                                                                                6  (Weiner,  2012)  7  (Central  Intelligence  Agency,  2012)  8  (MPI  Data  Hub,  2005)  9  (Central  Intelligence  Agency,  2012)     8  
  • 9. CRAFT  OASIS  Presents:  Emirates  Choice  StrengthsAccording to the SWOT Analysis, Craft Oasis’ strengths in marketing Emirates Choiceinclude that the company is exporting a quality beer product which is focused on tasteand luxury, Craft Oasis is cultivating a partnership with MMI, a prominent distributer inDubai, there is a full time commitment of company resource which is backing thispromotion, and the Oasis Craft brand is established and recognized throughout the UnitedStates.WeaknessesAccording to the SWOT Analysis, Craft Oasis’ weakness in marketing Emirates Choiceinclude the lack of brand recognition in the United Arab Emirates, there is a moderatemarketing budget, especially in comparison with international competitor giants.Furthermore, Craft Oasis’ strong reliance on local partnerships and the company’s smallproduction facility are identified weaknesses.OpportunitiesAccording to the SWOT Analysis, Craft Oasis’ opportunities in marketing EmiratesChoice include the fact that Emirates Choice will have immediate recognition because itwill be the only American craft beer in the UAE. Further opportunities include: Dubai   9  
  • 10. CRAFT  OASIS  Presents:  Emirates  Choice  consumers’ high personal income and thirst for luxury goods, the large number ofexpatriates with competitive salaries, the country’s low barriers on importation, andDubai’s pro-western culture which will welcome Oasis Craft and its products.ThreatsAccording to the SWOT Analysis, Craft Oasis identifies potential threats as thefollowing: country regulation on personal acquisition of alcohol for later use, venueregulation which dictates which locations can sell alcohol, increases in market saturationby established competitors, and possible US hostilities with Iran which would have adirect negative impact on shipping lane closures and thus Craft Oasis’ ability to exportEmirates Choice to Dubai.Porters 5 ForcesThreat of New CompetitionThe threat of new competition in the Dubai import industry is moderate (5 out of 10), dueto moderate barriers to market entry and moderately low barriers to market exit.Barriers to entry are considered moderate due to four factors: Brewing and bottlingtechnology is common and well know and the completive scale threshold is low, both ofwhich drive down barriers to entry, while restricted access to well established distributionchannels and high brand franchise both contribute to increase barriers to entry.Barriers to exit are considered moderately low due to three factors: all assets importedare sellable and there is a very low cost to exit the marketing, both of which drive downbarriers to exit, while business are moderately interrelated keeping barriers at standardlevel.Threat of Substitute ProductsThreat of substitute products in the Dubai import industry is moderately low (3 out of10). This is due to low internal substitution from a mostly inelastic beer market, due tothe fact that there are relatively few different brands of beer in Dubai, and moderateexternal substitution from wine and liquor, which customers have an equal propensity tobuy compared to beer.Bargaining Power of BuyersThe bargaining power of customers in the Dubai beer industry is very strong (9 out of 10)due to two major factors that revolve on the tight grip that a few distributors have on theproduct market. Alcohol distributors are highly concentrated, Maritime & MercantileInternational (MMI) and African & Eastern (A&E) represent the only major distributionnetworks that serve clubs, hotels, effectively increasing buyer bargaining power.Furthermore, besides duty free airport stores that have purchasing limits, MMI and A&E   10  
  • 11. CRAFT  OASIS  Presents:  Emirates  Choice  are the only retail alcohol stores. This gives them extensive power over producers, asthey control a large portion of the supply chain. 10Bargaining Power of SuppliersThe bargaining power of suppliers in the Dubai beer industry is very weak (1 out of 10).This is due to the geographic dispersion of the importing businesses, the low costswitching suppliers, and the many standardized suppliers of brewing ingredients andbottling components.Intensity of Competitive RivalryThe intensity of competitive rivalry in the Dubai beer industry is moderately high (6 outof 10) due to a combination of factors. First, there are a large number of equal sizecompetitors vying for market share with a few large multinational players, whichincreases the intensity. Second, the beer industry is immature providing opportunity foraggregate growth decreeing intensity. Finally, the moderate level of productdifferentiation results in zero net effect on intensity.Overall, the Dubai beer industry has a moderate level of competition (4.8 out of 10),resulting in a marketplace that will support normal prices and not require substantialmarketing expenses resulting in a reasonable profit margin.OBJECTIVES The company aims to penetrate the market through strategic partnerships with local distributers that will allow Emirates Choice to expand internationally. The company has a capitalization of $40,000,000. Through this expansion, estimated to begin in 2013, the company projects an 8% growth rate. The main objective is to take Craft Oasis international, by exporting the company’s premier beer, Emirates Choice, to Dubai. This expansion of Emirates Choice will occur in two main phases. In Phase One, Craft Oasis will launch its premier product in Dubai in the spring of 2013. The company’s product will first be available in Dubai bars, nightclubs, and pubs. Phase Two will occur in the fall of 2013, when Emirates Choice plans to target retail establishments. The ultimate goal is market penetration and widespread availability of Emirates Choice throughout Dubai. Craft Oasis hopes to increase its sales of Emirates Choice by 15% through 2013 and 2014 with growth tamper off to 10 over the next 2 years. Craft Oasis projects sales to hit $9,600,000 in 2016, increasing revenue and profit margins exponentially.                                                                                                                10  (Global  Village  Encyclopedia,  2012)     11  
  • 12. CRAFT  OASIS  Presents:  Emirates  Choice  MARKET PENETRATION STRATEGYAfter careful analysis of the market and strategic planning, we have decided thatconducting business with a local firm would be a useful geopolitical tactic that could helpCraft Oasis break into the market more effectively. As such, Craft Oasis will exportdirectly to The Maritime Mercantile International LLC. (MMI), a local distributer inDubai. This company is an appointed license shipping agent and owns nine storesthroughout the country, in which it distributes liquor and sells drinking licenses, whichare necessary when purchasing alcohol from a store, according to Dubai law.Furthermore, MMI sells thirty-one different types of beer throughout its stores, but onlysells one American beer, Budweiser. Since the Emirates Choice brand is unique anddifferent, we believe that Craft Oasis can partner with MMI strategically to promote itssmall batch brewing, which is focused on quality and international reach.11There are also several geopolitical advantages when working with a local entity,including: Craft Oasis’ ability to avoid the use of foreign direct investment (FDI), as wellas the ability to utilize the local entity’s established network. Craft Oasis’ goal is to selland export its major craft beer, Emirates Choice, not to cultivate and build a network.This will become important after the full implementation of all phases and more criticalto long-term standing in Dubai, particularly if Craft Oasis chooses to switch its businessmodel.PRICING MODELThe  Dubai  beer  market  generally  supports  prices  varying  from  15-30 Dirhams perbeer (the current conversion rate is 3.67 Dirham to 1 US dollar)12, or approximately $4 to$8 US per beer. Emirates Choice, as a respected craft beer, has a reputation for increasedquality and will therefore be able to garner a premium price of 29 Dirhams(approximately $8 US) in the retail and service markets. Considering the high buyerpower of our distributing partner MMI, it is in the best interest to offer Emirates Choiceat a price point of 10.0 Dirhams (approximately $2.75 US), which will allow for a healthyprofit.  STRATEGYHow Craft Oasis plans to position its product in the Dubai market in order to accomplishthe aforementioned objectives.BRAND POSITIONINGEmirates Choice is a deluxe brewery, which is redefining the beer market through itsexportation of luxury craft beer at a premium price. Emirates Choice focuses on creatingsuperior products for the everyday consumer by emphasizing, taste, quality, and style.                                                                                                                11  (Maritime  and  Mercantile  International,  2012)  12  (The  Money  Coverter,  2012)     12  
  • 13. CRAFT  OASIS  Presents:  Emirates  Choice  Emirates Choice will differentiate itself amongst other beer by being the only high-quality beer on the market in Dubai. Emirates Choice will be available in most hotels,bars, restaurants and pubs.VALUE POSITIONINGEmirates Choice is an American beer with premium European style. Most locationsthroughout Dubai offer premium European beers but do not have listings for Americanbeers.13 This is where Craft Oasis hopes to penetrate the market with its high qualitycraft beer, Emirates Choice, ultimately hoping to infiltrate the market in Dubaicompletely before expanding further.TACTICSCraft  Oasis’  anticipated  promotion  and  advertising  actions.  SOCIAL MEDIACraft Oasis will take advantage of the expanding presence of social media and itsinternational impact in order to market Emirates Choice. Craft Oasis already has groupsites on Facebook, Twitter , and Google+ where it promotes its product s, announces newproducts, and advertises upcoming promotions and events. Craft Oasis makes aconscious effort to stay connected with its consumers while constantly trying to attractmore by staying current and relevant in the social media scene. This way Craft Oasis caninteract with its consumers on a regular basis. Craft Oasis hopes to use these sametechniques in marketing and promoting Emirates Choice in Dubai. The company iscurrently working on making sub-accounts on Twitter, Facebook, and Google+ that arespecifically for Emirates Choice and willannounce the company’s exportation to Social  Media  +  You  TubeDubai as well as indicate promotional Wage  per  hour Hoursevents, local distributers, and abilities to Marketing  obtain promotional Emirates Choice gifts.This way the company hopes to create an Manager $                            30.00   2000electric buzz in the country as it prepares to Marketing  launch and export Emirates Choice in 2013. Team $                            20.00   3000 $        120,000.00 Total                                                                                                                13  (Maritime  and  Mercantile  International,  2012)     13  
  • 14. CRAFT  OASIS  Presents:  Emirates  Choice  ADVERTISING/DIGITAL MEDIACompany AdvertisementsCraft  Oasis  is  in  the  process  of  creating  several  company  advertisements  that  will  help  expose  the  launch  of  Emirates  Choice  in  Dubai  and  increase  awareness  of  the  brand.    These  advertisements  will  run  in  sequence  throughout  Dubai.    Some  advertising  concepts  are  illustrated  below:         Emirates  Choice….  The  difference  between  everyday  and  TODAY.     Craft  Oasis,  Dubai  2013.             Emirates  Choice…the  jewel  of  the  oasis     Craft  Oasis,  Dubai  2013.  Commercial ConceptsCraft Oasis is also pursuing other avenues of digital media such as commercial videos onYoutube and television commercials. The Youtube videos will be beneficial and verycost-effective. Anticipated video concepts will include clever branding, but will also   14  
  • 15. CRAFT  OASIS  Presents:  Emirates  Choice  supply consumers with relevant information and a better understanding of American craftbeer. This way, Craft Oasis hopes to begin to generate a new market and cultivate a newbeer luxury culture.PROMOTIONSCraft Oasis has created a promotional team, which is currently conducting marketresearch to optimize the company’s promotion of Emirates Choice in Dubai. Promotionmethods will include the following:Complimentary Tastings & Informative BrochuresCraft Oasis will sponsor complimentary tasting for the first three months at localdistributers of Emirates Choice such as restaurants, nightclubs, and bars. Thecomplimentary tastings will allow potential consumers to try an original American craftbeer and compare it to other mass produced choices. This way, Craft Oasis will begin tocultivate a strong relationship with consumers and, through its complimentary tastingsand informative brochures, teach Dubai residents and tourists about American craft beer,ultimately making Emirates Choicesynonymous with high quality luxury for Complementary  Kegs  and  Brochuresthe everyday consumer. Craft Oasis Cost  per  item Numberanticipates to use 300 kegs of Emirates Kegs $                            41.25   300Choice and 10,000 brochures through this Brochures $                                  0.07 10000promotion, costing the company $            13,075.00   Totalapproximately $13,000.Emirates Choice Promotional GiftsCraft  Oasis  plans  to  distribute  promotional  gifts  to  Emirates  Choice  consumers.    Gifts  will  include,  but  are  not  limited  to,  Craft  Oasis  coasters  (illustrated  below),  Emirates  Choice  key  chains,  Emirates  Choice  beer  taps,  Emirates  Choice  mouse  pads(illustrated  below),  Craft  Oasis  lights,    and  Emirates  Choice  pens.    These  promotional  gifts  will  help  bring  attention  to  the  brand  and  make  it  a  social  presence  in  Dubai,  further  generating   a  buzz  around   Promotional  Gifts the  Craft  Oasis   Cost  per  item Number product.     Lighters $                                  0.37 5000 These   Mouse  Pad $                                  1.00 2000 Promotional   Coasters $                                  0.10 20000 gifts  have  an   Keys  Chains $                                  0.63 5000 anticipated  total   Pens $                                  0.10 5000 cost  of  $14,500.   Tap  Handles $                        100.00   50 $            14,500.00   Total   15  
  • 16. CRAFT  OASIS  Presents:  Emirates  Choice    Dedicated Promotional RepresentativesCraft Oasis will hire a local promotional team in Dubai that will promote EmiratesChoice from within the country. This Promotion  Teamway Craft Oasis hopes to employ both Wage  per  hour Hourslocal people and take advantage of word- Promotion  of-mouth marketing as it stirs a trend and lead $                            18.00   2000cultivates a new craft beer culture with Street  Team $                                  9.00 4000the premier quality of Emirates Choice.This will cost Craft Oasis approximately $            72,000.00   Total$72,000.Total Budget   Total  Budget   Cost Promotional  G its $                                                    14,500.00   Promotional  Team $                                                    72,000.00   Social  Media  +  You   Tube $                                                 120,000.00 Complementary  Kegs   and  Brochures $                                                    13,075.00   $    219,575.00   TotalBUSINESS  CHALLENGES  As in any product development plan, we anticipate several business challenges,including: • Initially, competing with well-established European beer companies, such as Heineken, will be a big challenge in gaining market recognition. • Creating a beer culture, in which the Emirates Choice product is highly visible and intuitively associated with individual luxury. Craft Oasis will make Emirates Choice synonymous with quality and a beer drinking culture through product promotion, product teaching, and the large presence of the product throughout the country. • Due to the conservative laws regarding alcohol there is going to be a decrease in consumer demand compared to a market in a open society. The law requiring residents to obtain a drinking license before they can buy alcohol form   16  
  • 17. CRAFT  OASIS  Presents:  Emirates  Choice   any store location for future consumption will also be another business hurdle. This law excludes Muslims. While residents are free to purchase alcohol in nightclubs and bars, Dubai law requires a license to purchase alcohol in any store location for later intended use. Craft Oasis will aggressively purse a partnership with MMI, which sells both alcoholic beverages and alcohol licenses, as a means of mitigating this business challenge. Furthermore, Craft Oasis will predominantly target nightclubs, restaurants, and bars to distribute the Emirates Choice product.CONCLUSIONIn closing, Craft Oasis has illustrated its ability to be successful through its expandingbrand throughout the United States. As a result, the company feels that it will be able tosuccessfully promote and export its premier product, Emirates Choice, to Dubai. Thecompany anticipates success in Dubai due to the high quality of its product, the detailedpromotion and careful partnership of Craft Oasis and MMI, and the company’s plan formarket penetration. In short, Craft Oasis feels that the company is ready to expandinternationally and that entering the market in Dubai is a crucial first step in that process,which they anticipate, will increase sales and revenue.   17  
  • 18. CRAFT  OASIS  Presents:  Emirates  Choice  REFERENCESBeer-­‐FAQ.  (2007,  October  15).  What  is  a  Steam  Beer  (or  California  Common)?   Retrieved  from  Beer-­‐FAQ.com:  http://www.beer-­‐faq.com/steam-­‐beer/  Central  Intelligence  Agency.  (2012,  February  8).  The  World  Factbook:  United  Arab   Emirates.  Retrieved  February  29,  2012,  from   https://www.cia.gov/library/publications/the-­‐world-­‐factbook/geos/ae.html  Global  Village  Encyclopedia.  (2012,  March  5).  Dubai.  Retrieved  from  Global  Village   Encyclopedia:  http://www.gvpedia.com/Territories/Dubai/Facts-­‐ Figures.aspx  Maritime  and  Mercantile  International.  (2012,  March  5).  Maritime  and  Mercantile   International.  Retrieved  from  Welcome:   http://www.mmidubai.com/homepage.aspx  MPI  Data  Hub.  (2005).  Country  and  Metropolitan  Stats  in  Brief  (2005).  The  Money  Coverter.  (2012,  March  5).  Convert  US  Dollar  to  United  Arab  Emirates   Dirham.  Retrieved  3  5,  2012,  from  The  Money  Coverter:   http://themoneyconverter.com/USD/AED.aspx  The  World  Bank.  (2012).  Economy  Profile:  United  States.  Washington:  The   International  Bank  for  Reconstruction  and  Development  /  The  World  Bank.  The  World  Bank.  (2012).  Economy  Profile:  Unitred  Arab  Emirates.  Washington:  The   International  Bank  for  Reconstruction  and  Development  /  The  World  Bank.  Weiner,  M.  (2012).  Worlds  Most  Visited  Cities.  U.S.  News  Travel.       18