Executive Summary<br /> Asian food factory, a leading trading and distribution hub based out of Singapore is looking to expand their flagship brand , Sonnamera by entering the UAE market. Some of the factors that go into building a good entry strategy would be selecting the best Emirate to start with, choice of distributors and retailers, Market positioning and the product portfolio to start with.<br />Recommendations<br /><ul><li>The best emirate to start operations would be Dubai.
Target two major hypermarkets like Lulu, Carrefour and one supermarket Spinneys.
A big distributor with a large product portfolio and catering to the above mentioned retailers.
Product portfolio to have pineapples, corn , mushrooms and green peas.
Market positioning as a premium brand. </li></li></ul><li>
Buying power of retailers</li></ul>Pros:<br /><ul><li>Lowerlisting fee
No upfront marketing and advertising cost</li></ul>Cons:<br /><ul><li>Small customer base
Too many to enter together</li></li></ul><li>Product Portfolio<br />All products existing in UAE<br />Products having the highest market share<br />Pros:<br /><ul><li>Top 20% of the products would be responsible for 80 % of the sales
Less cost of listing</li></ul>Cons:<br /><ul><li>Unavailability of brand for certain products</li></ul>Pros:<br /><ul><li>Availability for all products