ajeel foods is the name of the brand its a global marketing project Made by (UCP) university of central punjab MBA students. Major is in marketing.Its a research based project.

1. Global Marketing
Final Project
Reportconsistsof marketanalysis,gaps,opportunities,feasibility,actual plans,
and marketingcommunication,distributionandpromotion strategiesfor
exportingameetbrandformPakistanto Dubai.
2014
l1s09mbam0147
UCP
6/2/2014

2. INTRODUCTION 5
COMPANY 5
SLOGAN 5
VISION 5
MISSION 5
ORGANIZATION STRUCTURE 5
HEAD OF FINANCE DEPARTMENT (CHIEF FINANCIAL OFFICER) 6
JOB DESCRIPTIONS 6
HEAD OF MARKETING DEPARTMENT (MARKETING DIRECTOR) 6
JOB DESCRIPTION 6
SUPPLY CHAIN DEPARTMENT 7
PROCUREMENT 7
JOB DESCRIPTION 7
PROCESSING 7
JOB DESCRIPTION 7
SHIPPING 8
JOB DESCRIPTION 8
POLITICAL ENVIRONMENT 9
ECONOMIC ENVIRONMENT 10
WHY CHOOSE DUBAI AS AN INVESTMENT LOCATION? 10
DUBAI’S KEY ADVANTAGES 11
SOCIAL FACTORS 13
RELIGION 13

3. FOOD 14
HEALTH CONSCIOUSNESS 14
EMIRATIS ARE KNOWN FOR THEIR HOSPITALITY 14
POPULATION 14
EMPHASIS ON SAFETY 14
HIGHER EDUCATION 14
THE RELATIVE STATUS OF WOMEN AND MEN 14
LEGAL ENVIRONMENT 16
UAE FEDERAL CONSTITUTION 16
STRUCTURING AND LICENSING FOR INTERNATIONAL BUSINESSES WISHING TO DO BUSINESS IN DUBAI 16
TAX 17
ENFORCEMENT OF LAW 17
LEGAL REPRESENTATION 17
ENVIRONMENT 18
STRENGTHS 19
LOW COST OF MEAT IN LOCAL MARKET 19
LOWER TAX RATES 19
LOWER TRADE RESTRICTIONS 19
LOWER COST OF SHIPPING 19
AVAILABILITY OF FRESH QUALITY MEAT IN LOCAL MARKET 20
LOWER CURRENCY RATE 20
OPPORTUNITIES 20
HIGH PRICES OF GOAT MEAT 20
HEATH CONSCIOUS 20
RISING DEMAND 20
TOURISM 20
THREATS 21
PAK & UAEGOVT RELATIONS 21
TRADE RULES & POLICIES CAN BE CHANGED ANY TIME 21
DISTRIBUTOR’S MARGIN 21

4. WEAKNESSES 21
PAKISTANI LABEL 21
LOW CONTROL OVER THE TRADERS IN DUBAI MARKET 21
IMPACT OF TRADE LAWS 22
IMPACT OF CULTURE 22
CORPORATE STRATEGY 23
MARKETING DEPARTMENT 23
FINANCE DEPARTMENT 23
SUPPLY CHAIN DEPARTMENT 23
POSITIONING STATEMENT 24
TARGET MARKET 24
UNIQUE SELLING PROPOSITION 24
PRODUCT 24
PRODUCT STRATEGIES 24
PRICING 25
DISTRIBUTION 26
PROMOTION 26
INTEGRATED MARKETING COMMUNICATION 26
KIOSIK (STALLS IN SUPER STORES AND IN MEAT MARKETS) 27
COOKING TVCHANNEL SPONSORSHIPS 27
COOKING COMPETITION 28
MERCHANDISING 28
NEWSPAPERS, MAGAZINES & RADIO 29
WEBSITE & FACEBOOK PAGE 29
JEEPS AND ANIMAL RACING 29

5. Introduction
The projectis to conductand prepare the feasibility of exporting branded goat meat products to Dubai
market. For this purpose we have developed a company, conduct PESTLE analysis, SWOT analysis, and
devise marketing strategies to enter in the Dubai market. Project was assigned by our respected
professorSirAsadHassan but,whoguidedandhelpedusandappreciated us in developing the project.
Company
We‘ll startthe organizationinitiallyaspartnershipbusinessamong6partners,whowill equally
contribute finance andpersonal efforts.We all are equallyeducatedwithpassiontodothisbusiness
and mutuallyagreedtoit.Profitandlosswill be equallyshared.Furtherdutiesandresponsibilitiesare
dividedaccordingtoskillsandexpertise.
Our companyname will be “Ajeel Foods”. Thismeansspeedy orfastmoving.The name will alsocover
the diversificationof ourbrandinfuture withinthe Middle East.
Slogan
“QualityisAjeel”
Our Visionandmissionfocusonqualitysothatwe have developed thissloganwhichreflects the quality
and commitmenttoourvalued customers.
Vision
Become a leadingproducerof bestqualitymeat.
Mission
To strive forprovidingthe bestqualitymeatwithhygienic,full of nutrientsandunique taste,toour
valuedcustomersandcreate value forourstakeholders.
OrganizationStructure
We’ll have three levelsof managementlike all mostof the organizationsoperatingatmultinational
level.Toplevel managementthenmiddlelevel andthenlowerlevel management,all of themwill have
differentlevel of dutiesandresponsibilities.Top level managementwill be responsiblefordeveloping
and directinglongtermplans,define marketingstrategyandthenforwardtothe middle level
managementandsoon.
There will be three departmentsof ourcompany,marketing,finance andsupplychaindepartment.We
all are as partnersare NasirIqbal,AimanDaud,FarzeenMajeed,MarriumSaeed,FatimaUrooj and

6. Faiza.NasirIqbal will be Headof Finance Departmentandwill be responsible forcapital budgeting,
capital structure,andnetworkingcapital management.AimanDuadwillbe MarketingDirectorand
responsible forachievingthe marketingobjectiveseitherlongtermorshortterm. Marriumsaeed,
FatimaUrooj and Faizawill directandoperate the supplychainmanagement.Andfarzeenmajeedwill
see the admindepartment.
Head ofFinance Department (Chief Financial Officer)
We have hiredNasirIqbal asheadof Finance tomanage the financial decisionsof the company.
Howeverfollowingsare the JDsof CFOof the Company.
Job Descriptions
1. Define financialgoalsforyearanddirectthe finance departmenttoachieve goals
2. Conductfinancial feasibilityforthe companyexpansionplans.
3. Capital Budgetinganalysisforlongterminvestment
4. Maintainnetworkingcapital tofinance daytoday operations
5. Manage runningfinancestomeetthe currentobligations.
6. Balance the capital structure to obtainoptimumoutputof the finance
7. Coordinate withMarketingandsupplychaindepartmenttofinance the marketingand
productionoperations
8. Alignthe financial strategieswithmarketingandsupplychaintoachieve commonobjective of
the company.
Head ofMarketing Department (Marketing Director)
Marketingdepartmentisthe mostimportantdepartmentfornayorganizationandplaysavital role in
the successof anyorganization.AimanDuadisworkingasMarketingDirectorof the company.Andjob
descriptionsforthe MarketingDirectorare as following.
Job Description
1. Definingthe longtermmarketinggoalsforAjeel foodsaligningwithvisionandmission.
2. Developpromotional plans forthe brandsactivationandgrowth
3. Coordinate anddirectthe middle levelmanagementtofollow the promotionalplans
4. Ensuringthe salestargetsonyearlybasis
5. Forecastingsalesonyearlybasisandthendivide onquarterlybasis
6. Definingthe KPIsformarketingstaff atfunctional level
7. Developthe marketingplan
8. Launchingnewbrandseffectively
9. DesignBTL activitiesforbrandactivation

7. Supply Chain Department
We have dividedthe supplychaindepartmentintothree furthercategories,whichare procurement,
processingandshipping.Eachof the departmentwill be handledbydifferentpeople.We ll discuss
furthereachdepartmentseparately.
Procurement
Procurementdepartmentisalsoveryimportanttoourorganizationaswe have promisedtodeliverthe
qualitytoour valuedcustomers.Sotoprovide qualitywe mustfocusonthe supplychaindepartmentas
whole startingfromthe procurementdepartment.FatimaUrooj isworkingasManager Procurement.
Job Description
1. Identifythe areaswhere the goatsare naturallygrownup
2. Buildthe relationswiththe farmerswhohave plentyof live stockof goats
3. Encourage and directthe farmersto investinlive stockof goats
4. Negotiatingthe pricesof the goats
5. Make sure the goats supplyaccordingtothe marketrequirements
6. Maintainthe supplyinthe emergencysituations
7. Maintainthe reserve leveltoavoidthe uncertainsituations
8. Identifyingthe typesof goatsandmake sure that each type of the goats are available forfurther
processingwhenneededorrequired
Processing
Processingdepartmentisresponsible forslaughteringof the goataccordingto the shiriea(sunna) and
thenfurtherprocessingandpackagingof the productsindifferenttypesandcolorsaccordingothe
requirementsandrequiredweights. MarriumsaeedisworkingasProductionManagertoprocessgoat
meat.Followingare the jobdescriptionof the ProductionManager.
Job Description
1. Designinganddevelopingprocessingplans
2. Ensure that everyprocessisbeingoperatedunderthe pre definedprocedures
3. Schedulingthe productionplans
4. Ensure the productsare packagingaccordingto the plans
5. Coordinatingwiththe marketingdepartmenttoupdate the new stylesof packaging
6. Achieve the productiontargetsalignwiththe marketingdepartmentstrategy
7. Minimize the productionlosses
8. Minimize the productioncost
9. Remove anyflawsinproductionprocesswhichare creatingtrouble
10. Developnewpackagingasrequiredbymarketingdepartment

8. Shipping
Thisdepartmentwill ensure the shipmentsof the stockfromPakistan toDubai.Thisresponsibilityis
giventothe Faiza.She will be responsible forall the operationslike developingrelationshipstothe
transportationservices,negotiatingwiththemonlowercostsandotherthingslike that.She will ensure
that stockis reachedto itsdestinationsafelyandwithoutdelays.
Job Description
1. Developingrelationstothe transportationcompaniesonpermanentbasisaswell ason
temporarybasistomeetthe needs
2. Ensuringthe productsare reachinginDubai marketwithoutanyproblems
3. Negotiatingwiththe transportationfirmsonpricestokeepcostsdown
4. Identifyinganddesigningthe coststructure tooperate andcoordinate withmarketing
department
5. Ensuringthe safetyof the stock duringthe loadingandunloadingbeforeandafterports
6. Findingnewwaystoimprove coststructure
7. Capacityplanning

9. PESTLE ANALYSIS
Political Environment
Dubai is one of the seven Emirates that comprised of United Arab Emirates. Dubai Claims Vice
presidencyinUAEwhile AbuDhabi Claimsfor Presidency. We’ll be looking this system in the context of
our businessof meetinthe Dubai. We’ll see how the political system of UAE can affect our business of
meet in Dubai in positive or negative. We’ll be discussing that GOVT interferes the businesses or not.
I f we look at a glance of the political structure, it shows that all of the seven Emirates have agreed on
drawing up new constitutions and specifying the powers allocated to new federal institutions for
effective governance of UAE.Certainpowers still remained to the individual Emirates and most of the
powers are delegated to the new federal institutions.
The structure of local and federal Governments has going on under a unique amalgamation of
traditional and modern political system to ensure the national stability and laid the foundation for
development.Withthe rapidsocioeconomicdevelopments, major steps have been taken at both local
and federal level to make it more responsive to the needs of population and to ensure that is better
equipped to take the challenges of development.
The UAE has one of the mostopentrade policiesandnodutiesor minimal import restrictions. UAE also
is a member of WTO, which is giving this market access to new markets and lowers the trade barriers.
There are free zones like Jabel Ali free Zone which offers a set of product and services like business
centers, ready to use offices, warehouses and factories. There is well defined legal framework for
business and a clear set of ownership rules. Foreigners are permitted ownership rights of up 49% for
limited liability companies established within the Emirate of Dubai and up to 100% for professional
companies, branches and representative offices of foreign companies and free zone enterprises. The
GOVT has a long, consistent commitment to pro-business and liberal economic policies including the
protection of intellectual property rights.
HowevereachEmirateshassome of the influencesoveritsownterritory,UAEoverall ismostlyopen for
businesssector.Dubai hasbecome the majorbusinesshubforthe investors.Businesseshave not to pay
direct taxes, and any trade restrictions or quotas. All these things are clearly indicate that Dubai is the
most appropriate place for starting business. Hence, Dubai GOVT has business friendly policies and
welcomes for new entrants in the market.

10. Economic Environment
Dubai has become best choice for business investment because of number of reasons; it has
become a major business center with dynamic and diversified economy. It is located on
strategic location and serves as biggest re exporting center in the Middle East. Its GDP is
about 82 billion USD.
Its low logistical and operational costs and excellent infrastructure, international outlook and
liberal government policies are attracting investors in a big way. Activities such as trade,
transport, tourism, industry and finance have shown steady growth and helped the economy
to achieve a high degree of expansion and diversification.
The Dubai economy enjoys a competitive combination of cost, market and environmental
advantages that create an ideal and attractive investment climate for local foreigners.
Dubai, with its ancient commercial and seafaring traditions, has long been recognized as the
Middle East region’s leading trading hub and has emerged as its key re-export center. In
more recent years, the Emirate has become a major venue for a number of growing,
profitable industries and activities, like meetings, conferences, exhibitions, tourism,
corporate regional headquarters, regional transport, distribution and logistics center
banking, finance and insurance, business and industrial consulting, information and
communication technology and light and medium manufacturing.
Why Choose Dubai As An Investment Location?
The Dubai economy enjoys a competitive combination of cost, market and environmental
advantages that create an ideal and attractive investment climate for local and expatriate
businesses alike. In fact, these advantages not only rank Dubai as the Arabian Gulf’s leading
multi-purpose business center and regional hub city, but they place it at the forefront of the
globe’s, dynamic and emerging market economies.
Dubai, with its ancient commercial and seafaring traditions, has long been recognized as the
Middle East region’s leading trading hub and has emerged as its key re-export center. In
more recent years, the Emirate has become a major venue for a number of growing,
profitable industries and activities:
• Meetings, conferences, exhibitions
• Tourism
• Corporate regional headquarters
• Regional transport, distribution and logistics center
• Banking, finance and insurance
• Business and industrial consulting
• Information and Communications Technology
• Light and medium manufacturing
This all became possible due to Dubai’s warm, welcoming people, world class facilities and
infrastructure and farsighted, open and liberal economic policies. Finally, committed to a
progressive vision of itself, keen to diversify its economy and diminish its reliance upon

11. shrinking oil revenues, Dubai has begun to develop into the Arabian Gulf’s premier
international business center. Consider the factors that contribute to this ongoing success
story.
Dubai’s Key Advantages
I. Strategic Location: Dubai is a time zone bridge between the Far East and Europe on the
East-West axis and the CIS and Africa on the north-south axis. It is a gateway to a market
that can be characterized as:
• Large - well established trading links exist with the greater than 1.5 billion people in the
neighboring region covering the Gulf, Middle East/Eastern Mediterranean, CIS, Central Asia,
Africa and the Asian sub-continent;
• Growing - Dubai’s total international trade has grown on average by over 11% per year
since 1988 and regional economic growth and liberalization should boost demand further;
• Prosperous - a buoyant local economy strategically located in the midst of one of the
world’s richest regions and well endowed with ample supplies of cheap energy and primary
aluminum; also adjacent to major regional suppliers of vital agro-export commodities;
• Diversified - varied and significant import requirements generate opportunities for product
suppliers and re-exporters;
• Accessible - served by over 120 shipping lines and linked via 85 airlines to over 130 global
destinations;
• Open - no exchange controls, quotas or trade barriers.
II. Political And Economic Stability: Dubai is part of the UAE which is a low-crime and
politically-stable country. Also, the UAE enjoys financial and monetary stability. Its well-
developed, sophisticated banking system features extensive credit facilities and ample
liquidity. The Emirate’s emerging capital markets are built on a basis of leading-edge
technologies and sound regulatory systems. The government has a long, consistent
commitment to pro-business, liberal economic policies including the protection of intellectual
property rights. The UAE benefits from stable and harmonious industrial relations. Finally,
there is a well defined, sound legal framework for business and a clear set of ownership
rules. Foreigners are permitted ownership rights of up to 49% for limited liability companies
established within the Emirate of Dubai and up to 100% for professional companies,
branches and representative offices of foreign companies and free zones enterprises. All of
these factors reflect positively in Dubai’s being assigned an investment grade rating for
fixed income investment by Moody’s Investors Service.
III. Open And Free Economic System: Dubai’s economy has been kept open and free to
attract investors and business. Government control and regulation of private sector
activities has been kept to a minimum. There are no direct taxes on corporate profits or
personal income (except for oil companies that pay a flat rate of 55% and branches of
foreign banks that pay a flat rate of 20% on net profit generated within Dubai). Customs
duties are low at 4% with many exemptions, 100% repatriation of capital and profits is
permitted, there are no foreign exchange controls, trade quotas or barriers and a stable
exchange rate exists between the US Dollar and the UAE Dirham (US$1.00=AED 3.678).

12. Liberal visa policies permit easy importation of expatriate labor of various skill levels from
almost all over the world.
IV. World Class Infrastructure and Service Sector: Dubai’s deliberate policy of investing
heavily in transport, telecommunications, energy and industrial infrastructure has enabled it
to have one of the best infrastructure facilities in the world; it also contributed significantly
both to its ongoing prosperity and attractiveness to international business. The Emirate
features a network of seven industrial areas, one business park and three highly successful,
specialized free zones of international distinction, two world class seaports, a major
international airport and cargo village, a modern highway network, state-of-the-art
telecommunications and reliable power and utilities all of which deliver efficiency, flexibility,
reliability, reasonable cost and size. Complementing its world class infrastructure is a
sophisticated service sector that features leading regional and international freight
forwarders, shipping companies, insurers plus major international hotels, banks and
financial service firms, lawyers, accounting firms, consultants, advertising agencies, top
international exhibition and conference facilities, high quality office and residential
accommodation, first class hospitals, schools, shopping centers and recreational facilities.
Free Zones Websites: Dubai Airport Free Zone Jebel Ali Free Zone Dubai Media City Dubai
Internet City
V. Competitive Cost Structure: International companies setting up in Dubai can obtain
significant cost advantages not generally available internationally. The major factors are:
• No foreign exchange controls,
• No trade barriers or quotas,
• Competitive import duties (4% with many exemptions),
• Competitive labor costs – labor force is multi-lingual and skilled,
• Competitive energy costs,
• Competitive real estate costs,
• Competitive financing costs and high levels of liquidity,
• No corporate profit or personal income taxes (except for oil companies and branches of
foreign banks). You can refer to the tables under the "Cost of Doing Business" section.
VI. High Quality of Life, Excellent Living Conditions: Dubai’s private sector has invested
heavily in real estate such as hotels, residential and commercial properties, recreational and
leisure facilities. In addition, a number of factors have contributed to the Emirate’s high
quality of life and superior living conditions making it a model location for many to emulate.
Those factors include excellent infrastructural facilities, low crime, clean environment,
tolerance and cultural diversity, cosmopolitan life style, modern public administration,
availability of a wide range of consumer goods and services, mild winters and clean, palm
fringed beaches.

13. VII. Strong Local Commercial Tradition and Wide Choice of Potential Business Partners: The
local business class has a long tradition of trading activity and wide exposure to
international business practices and state-of-the-art technologies. Local entrepreneurs have
already gained successful experience with international partnerships in franchising,
licensing, joint ventures, etc, in various sectors of the economy.
VIII. Extensive Foreign Trade Network & Major Achievements in Export and Re-Export
Performance: Dubai boasts an extensive foreign trade network extending to 179 states thus
offering the investor an extensive choice of potential global marketing outlets for a diverse
portfolio of goods and services. As a member of the UAE federation, Dubai is also part of the
world’s third-largest export and re-export center after Hong Kong and Singapore.
IX. Rapidly Developing Manufacturing Sector Producing a Wide Range of High Quality,
Competitive Export Products: Major gains have already been made in the profitable
manufacture and export of aluminum ingots, fabricated metal products, textiles and ready-
made garments, gold and jewelry, prepared foodstuffs, consumer electronics, refined
petroleum, chemical and non-metallic mineral products. Supportive commercial, industrial,
political and economic factors are currently in place that makes possible the extension of
these gains to other manufacturing sub-sectors.
Viewing the economic environment that is very open and business friendly it is very
charming for our business location. The above mentioned activities and life styles would be
attracting source for investment in the proposed business.
SOCIALFACTORS
Religion
Islam dominates all aspects of life. Most Emiratis are members of the Sunni sect. Matters
relating to marriage, divorce, inheritance, economics, politics, and personal conduct are
affected by Sharia (Islamic) law.
Emaritis are tolerant toward other religions, and immigrants of other faiths are allowed to
have their own places of worship. Large numbers of Asian and Arab immigrants also follow
Islam. The main Muslim religious ritual is prayer five times a day. This
requires wodou (ablution) for purification. Usually people go to the nearest mosque or pray
at home. The rituals involved in the pilgrimage ( Haj ) to Mecca are the most elaborate. One
must remove the shoes before entering a mosque. In large mosques, there are separate
areas for women.

14. FOOD
In accordance with religious requirements, all Muslims must eat, drink and take medicines
that are halal, which is fuelling a large and growing demand for halal products. Considering
population growth rates and increasing incomes, it is estimated that in the future, halal food
may account for 20% of world trade in food products.
Consumers are seeking a wide-range of halal-certified products in varied food categories, as
well as differentiated and value-added halal products that are not already in the market.
Halal products are also growing in popularity among non-Muslim consumers due to concerns
about the humane treatment of animals and the perception that halal products are healthier
and safer.
Before the 1960s, food consisted mainly of fish, rice, bread, dates, yogurt, homegrown
vegetables, and meat from sheep, goats, and camels. The diet has improved in quality and
variety, with modern supermarkets offering imported foods.
Health consciousness
Lunch is the main family meal and is eaten at home at around two o'clock. It usually
consists of fish, rice, meat, and a vegetable dish. Many Emiratis prefer the traditional style
of eating with the right hand. There are strict Muslim taboos against pork and alcohol, and
meat must be slaughtered according to the Islamic halal method.
Emiratis are known for their hospitality
They feel honored when receiving guests and socializing with friends and relatives. Guests
are welcomed with coffee and fresh dates. Incense is passed around so that guests can
catch the fragrance in their headwear. With the immigrant population have come
restaurants offering a wide variety of ethnic foods, and fast -food restaurants have also
become popular.
Population
Unfortunately with 75% of the population being expatriate you are not likely to have many
"local" interactions. But you will experience the culture through business meetings, local
Souqs and in the shopping malls. Population is about 2.106 million in 2013.
Emphasis on safety
Conservative with regard to dress sense and behavior, Dubai is not the country to
misbehave and as a result, provides a safe environment for families and adults seeking a
better life.
Higher Education
The government views higher education as a major instrument for development. The UAE
has one of the highest ratios of students entering higher education in the world. There are
seven universities and eleven higher colleges of technology.
The relative status of women and men
Official statements affirm that men and women have equal rights and opportunities to

15. advance themselves and the nation, yet patriarchy as a generalized ideology is still visible in
social life. Men continue to receive employment preferences in high state administration and
private businesses. Women do not play a significant role in politics and religious life, as
these areas are considered male domains.

16. Technological Environment
In UAE, as we discussed above that the latest infrastructure is on growth and vitally
available. In addition to that communication technologies are playing very important role in
the businesses.
Dubai has a network of seven industrial areas, one business park and three highly
successful, specialized free zones of international distinction, two world class seaports, a
major international airport and cargo village, a modern highway network, state-of-the-art
telecommunications and reliable power and utilities all of which deliver efficiency, flexibility,
reliability, reasonable cost and size (Government of Dubai Website, 2009)
Dubai is served by over 120 shipping lines and linked via 85 airlines to over 130 global
destinations (Government of Dubai Website, 2009)
GOVT of Dubai is increasing the investment in technology sector and encourages the
businesses to invest in the infrastructure of the cellular network. Moreover there are only
two companies providing internet services and the cost of the internet is about $45 per
moth at the speed of 1MB, which is high and with some content is banned in UAE.
Legal Environment
In this uncertain world of globalization and emerging markets, Dubai’s economic and
cultural growth is underpinned by a legal and regulatory framework, which has developed
sufficiently to encourage significant local and international enterprise in Dubai and is
continuing to develop. A recurring theme when deciding where to do business is the
suitability of the legal and regulatory framework in the particular local jurisdiction. The
willingness of international businesses to set up and operate in Dubai, and the success of
local Dubai businesses, is clear testament to Dubai’s robust and dynamic legal and
regulatory framework.
UAE Federal Constitution
The United Arab Emirates (the UAE) is a federation of seven emirates comprising Dubai,
Abu Dhabi, Ajman, Fujairah, Ras Al Khaimah, Sharjah and Umm Al Quwain and was formed
in 1971. The UAE federal constitution provides for an allocation of powers between t he
federal government and the government of each emirate. Dubai is subject to the federal law
of the UAE but retains the right to administer its own internal affairs and enjoys certain
other exclusive rights.
Structuring and licensing for international businesses wishing to do business
in Dubai
Different types of business who want to set up their business in Dubai, these business
structures (other than setting up in a free zone) requires varying degrees of participation
from UAE Nationals – for example, 51 per cent of the share capital of a company
incorporated under the companies Law must be held by UAE nationals, and branch and
representative offices must appoint a UAE national to sponsor the office for its license
application and for various other matters. Further, each of these structures has limitations

17. on the scope of permitted activities. Most notably, a representative office may generally
only perform marketing and administrative functions on behalf of a foreign parent, and a
branch office may generally only engage in activities which involve the promotion of the
skills and expertise of the person conducting the business. Business licensing is particularly
important in the UAE and Dubai. Any person wishing to do business in Dubai (other than
through a licensed agent) requires a license and the license impacts on the scope of the
activities that the licensee may carry on. As with most other jurisdictions, certain sectors of
the UAE and Dubai economy are subject to more stringent licensing requirements than
others. As an example, international businesses wishing to carry on banking or most other
financial services in Dubai and outside the DIFC require a license from the UAE Central Bank
and the granting of such licenses is strictly regulated. In addition, a limited number of
activities, such as real estate brokerage, are restricted to UAE nationals.
Tax
There is no federal corporate or income tax levied in the UAE (except on oil companies and
foreign banks). Dubai introduced a local income tax under the Dubai Income Tax Ordinance
of 1969; however, the tax has not been implemented and it is understood that there are no
plans to do so. In addition, free zone entities are subject to a number of tax concessions.
There is no value added tax or sales tax in Dubai or the UAE. There are no exchange
controls on the remittance of profits or repatriation of capital and there are virtually no
restrictions on foreign trade.
Enforcement of Law
Laws are strictly enforced in Dubai. Holding, consuming, buying or selling any drug is a
serious crime in Dubai. The UAE also has a zero tolerance policy on driving under the
influence of alcohol. A person caught driving with even a small quantity of alcohol in their
bloodstream may be fined, or deported. Although Dubai is an open and tolerant society,
visitors to Dubai should also remain sensitive to Muslim standards of dress and behavior,
which are generally more conservative than those in the West. Visitors seeking further
information on such matters should review The Dubai Code of Conduct which was released
by the government of Dubai.
Legal representation
Legal representation in Dubai is easy to come by. The full spectrum of regional and
international law firms operate in Dubai, with many of the larger international firms
choosing to operate from the DIFC.

18. Environment
The climate of the U.A.E is subtropical-arid with hot summers and warm winters. The
hottest months are July and August, when average maximum temperatures reach above
45 °C (113.0 °F) on the coastal plain. In the Al Hajar Mountains, temperatures are
considerably lower, a result of increased elevation.[47] Average minimum temperatures in
January and February are between 10 and 14 °C (50.0 and 57.2 °F).[48] During the late
summer months, a humid southeastern wind known as Sharqi (i.e. "Easterner") makes the
coastal region especially unpleasant. The average annual rainfall in the coastal area is less
than 120 mm (4.7 in), but in some mountainous areas annual rainfall often reaches
350 mm (13.8 in). Rain in the coastal region falls in short, torrential bursts during the
summer months, sometimes resulting in floods in ordinarily dry wadi beds.[49] The region
is prone to occasional, violent dust storms, which can severely reduce visibility. The Jebel
Jais mountain cluster in Ras al-Khaimah has experienced snow only twice since records
began.
Resource: http://en.wikipedia.org/wiki/UAE

19. SWOT Analysis
Strengths
Exporting goat meat in Dubai can be good business opportunity and turn to good profit. The
thing is to identify what are the possible opportunities and threats and what are the possible
weaknesses and strengths in this regard. We’ll start form the some strengths that we can
have if we are considering the business of such type in Dubai. We’ll start looking at these
strengths one by one.
Low Cost of meat in Local Market
As we are considering export the goat meat in Dubai which is an attractive market by every
aspect, where demand of food and specially goat meat is rising, the prices are rising and the
prices in Pakistan as compare to Dubai are relatively lower, the gap in price is looking an
opportunity to start business in Dubai. The different types of goats are available in different
areas of Pakistan especially in Baluchistan and KPK, little variety in Punjab and Sind As
compare to other provinces, but if we look at prices, we find that prices are much lower and
can generate a substantive profit for exporters. Live stock especially Goats and sheep are
readily available almost every where in Pakistan with the edge of low prices. The farmers
with no land or having a little quantity of land keep these types of live stock animals at
home level and not on commercial basis they incurred very little cost so they also charge
low prices at the time of selling. IT is a big strength for our business.
Lower Tax Rates
We have already discussed in PESTLE analysis that GOVT of Dubai and UAE has not imposed
any direct taxes in doing businesses over there and not any restrictions in taking the profit
to anywhere in the world as there are no control over the for-ex market in UAE. This is also
strength for doing this business in UAE or Dubai. The industry in which we’ll operate has no
taxes or any types of indirect taxes or charges making this business more attractive.
Lower Trade Restrictions
There are very clear terms mentioned in the Legal environment and discussed in detail that
it is very easy to start a business other than oil and Banking business in Dubai as there are
very less barriers to entry and lower trade restrictions on Business especially on this
industry as the demand is more than supply.
Lower Cost of Shipping
UAE is nearest to Pakistan almost at the time of one and half hours or maximum two hours
which leads to very nominal cost of shipping to UAE. There are many air lines with varying
charges in range, the airline can be chose on the basis of lower cost of luggage. The special
chillers are there to keep the meat fresh.

20. Availability of fresh quality meat in local market
Pakistan is rich in live stock production and there is a big variety of different types of
animals for meat purposes. As UAE law is enforced the HALAL meat, we have a big stock of
the HALAL Goat meat in almost every where in Pakistan. They required a little animal with
full of nutrients and rich food ingredients in the meat. So we have the exact stock readily
available at very low rates and everywhere according to the standards of Dubai.
Lower Currency rate
Decreasing rate of Pakistani currency has adverse effect on the economy but on the other
hand it encourages the exporters to earn handsome amounts of revenue. It is big strength
for us. As the currency devalue the revenue also increases which is very beneficial for the
exporters of the country and add positive value to surplus the trade or lower the trade
deficit also.
Opportunities
Due to large number of opportunities in this industry in Dubai is creating interest of
international investors to invest in his business. Some of the possible opportunities I will
discuss here in later sections.
High prices of goat meat
Due to rising demand of the quality goat meat in Dubai the prices are raising and the
expected trend of the prices is likely to increase and continue for the upcoming years.
International Businesses are opening their regional offices in Dubai due to latest
infrastructures and business friendly policies of GOVT of Dubai. Due to theses factors
contribute to the increasing prices of meat in Dubai.
Heath Conscious
The per Capita income of Dubai is almost equal to rich countries of the world which is
increasing the standard of living coupled with the health consciousness, which is
contributing the demand of fresh and quality goat meat consumption in Dubai. Health
consciousness contributes to high quality and high prices as well.
Rising Demand
WE have already discussed the factors which are contributing to the increasing trend of
demand of Goat meat in that Market. Some of the factors as we discussed earlier are
higher incomes, higher living standards, health consciousness and the tourism, whic h are
collectively and individually increasing the quality meat consumption.
Tourism
It is the most important factor which is contributing a lot to the demand of goat meat in
Dubai. Lots of visitors from the different regions of the world often come to Dubai for
visiting the Middle East Golf market and the coastal area to enjoy in the winter mostly.

21. Threats
There are lotsof threatswhicheverybusinessface andthreatsvaryaccordingto the situationsand
places.The possible threatstoourbusinesscouldbe asfollows.
PAK & UAE GOVT relations
There are nosuch strong relationshipsamongthe GOVTof PakistanandGOVT of UAE. The foreignpolicy
inPakistanchangesas newGOVTis electedbythe people of Pakistaninelectionprocess,aftercoming
intopowerall the policiesof the previousGOVTsare changedaccordingtothe personal interests.This
behaviorof politiciansof Pakistanisverybadforbusinessgrowthanddevelopment.
Trade Rules & Policies can be changed any time
GOVT of UAE can change the policyrelatedtoPakistani people anytime andthatcan be a disasterfor
runningbusinesses.Currentpoliciesare verybusinessfriendlyandprofitable forinvestorsinlivestock
and exporterstoUAE.But what if,UAE change the policy,impose heavytaxestothe exportersof goat
meatand put trade restrictions.Thisisverybigpossiblethreattous.
Distributor’s Margin
As the pricesof goat meatis risinginthe Dubai,the importersorthe main distributorsalsoaskforheavy
marginswhichcan lowerthe profitpotential andcanbe bigpossible threats.Itisverynecessaryto
investigatethe reliable distributorswhichcanbe negotiatedonsofttermsandconditions.
Weaknesses
Like strengthswe alsohave some weaknessthatwe needtoovercome.Someof the followingare
weaknessesforourbusiness.
Pakistani Label
Pakistani productsare evennotacceptable inPakistan,thenhow these productscanbe acceptedin
othercountries.Iam not talkingaboutthe productsinwhichPakistanhasspecialitylike textile industry.
Pakistani label isclearlyweaknessforus.
Low control over the traders in Dubai Market
We have a little control innegotiationinthe tradesof Dubai.We can’t immediatelyunderstandthe
complexityof the Dubai marketandthe business environment.Atinitialstage we have torelyonthe
distributorsof Dubai todistribute ourproduct.We have to negotiate attheirtermsandconditions.After
some time gettingthe valuableinformationandcontactswe will be enterourselvesordistribute our
products.

22. Impact of trade Laws
If we lookthe current trade laws in Dubai, we find that policies are business friendly and charming for
profitmaking.There are nodirecttaxesinDubai,yessome of the taxesare passedinfederal council but
they are not implemented and there are no such plans in future to do so. In this environment, we see
that in Pakistan also there are no taxes in exports to encourage the exports from the country to lower
the trade deficit.Of course there are some documents which we will need to process and then we can
easilyexportthe goatmeatto Dubai withnodifficulty.Indeepanalysis,if we gothenevenwe can’t find
any restrictions from any kind of authority that restrict the exporters to export the meat.
Impact of Culture
Dubai culture today is very different from what it used to be a decade or two ago.
The narrow widening creek divides the city into two parts, the Southern part called Bur Dubai has a
traditional culture in Dubai and the Northern area, Deira has a busy and bustling culture. The Al
Shindagha tunnel which runs under the creek connects the two halves of the city.
The Dubai culture is a cosmopolitan one. With the influx of great number of foreign population which
includes,Persians,Indians, Baluchisetc, the culture in Dubai has become a global one. With Islam as its
official religion,CultureinDubai isessentiallyaMuslimone butthe presence of Hindus,Christians, Sikhs
etc cannot be ignored and their presence has left an undeniable mark on the Culture in Dubai.
Like religion,language Culture inDubai isalso diverse and although Arabic is declared to be the official
language of Dubai, other languages of the world co-exist with it. The schools are also not biased
regarding language and many of them teach foreign languages to the children.
Dubai culture is essentially very colorful and vibrant. The Dubai shopping festival and the Dubai
International Film Festival are an integral part of the culture in Dubai.
Yes,culture isveryimportant factor that can influence the meat business. First of all we know that the
people of Dubai andthe people fromthe worldwhocome toDubai forbusinessortourismpurposesare
veryhealthconscious,so they require quality meat and they use goat meat often in their lunch. Dubai
not onlycomprisedonMuslimsbutthere isbigstrengthof diverse people from the different regions of
the world. Because the Dubai has become the regional head of the UAE virtually the business and the
workforce from the Asian countries are coming to Dubai. So we can’t ignore other people form Asian
countries.
Withthe diverse culture butmainlyIslam, shouldbe managedbutmostlypeople whetherthey are from
any where they use meat as their meals at lunch and night time. The impact of culture is only in the
formthat we needto provide highestqualitymeatandtheyoften need nutrient rather than size of the
meat. They require small size of meat specially the leg pieces and the healthy parts of the goat meat.
The quality would be the only focus with full of nutrients in Dubai.

23. Corporate Strategy
Pakistani meatisthe mostfavorite inthe UAE and of course in Dubai due to itsunique taste andamount
of nutrients. We can focus on the quality and on extensive distribution of our brand. We’ll focus on
brand development with different strategies adopted by most successful companies. We can’t go
directly to the consumers at initial level. We’ll work firstly with distributors and then negotiate with
themon balancedtermsandconditions. We’ll ask them to distribute our meat on our brand name and
then further we’ll be seeking forward integration to control further the distribution channels.
Marketing Department
AimanDaudis responsible fordeveloping marketing plan and directs the marketing staff for achieving
the short termobjectivesleadinglongtermobjectives.The Vision we have set that we want to become
the leaderinproducingthe bestqualitymeat.Ourfirsttarget is the Middle East and starting point form
Dubai.We will targetinitiallythe almostall the customerswhouse goat meat. To do this we’ll access to
the maindistributorsof Dubai whohave access to all of the markets in Dubai to distribute our brand to
the customers extensively. Marketing plan is, to aware the public about the quality. We’ll engage the
trade intomarketingplanto achieve the initiallyset target of awareness. The retailers will be directing
and suggesting the consumers to try the Ajeel foods brands to have quality meat. We’ll also use the
Magazines which are mostly being read in the Dubai for foods and fashion. News paper ads will be an
edge.We will tryto buildthe trade relationsandthenuse these relationsto serve the market with new
brandsand product lateron. The third plan would be accessing to the HORICA market which will serve
the international customers with the quality meat of Ajeel foods, but this is the later stage plan. After
covering the household consumers and organizational customers, we will enter into new markets of
Middle East.
Finance Department
NasirIqbal isthe headof Finance Departmentandwill be responsible for costing and raising finance for
runningthe businessoperationssuccessfully.Nasir is responsible for Capital budgeting for new plants,
or investment in long term projects on the basis of NPV, IRR, Payback period and other projecting
techniques,andmaintainingthe Networking capital management for running day to day operations by
keeping balance between current accounts. He is also responsible for capital structure and financial
analysis of the future projects align with the marketing strategy.
Supply Chain Department
Supplychainactivitieswouldbe managesbythe three people,Marrium, Faiza and Fatima. Fatima Urooj
will be responsible for procurement of the goats, Marrium Saeed will be responsible for processing
operationsinthe processingplantandthe Faizawill be responsible for transportation and shipment of
the final products to the Distributors in Dubai.

24. Positioning Statement
“For the qualityandhealthconsciouspeople,AjeelFoodsisprovidingthe organic,hygienicandbest
qualitymeatensuringthe satisfactionof ourvaluedcustomers”
Target Market
Our targetmarketincludesall those people whoare reallyseekingforthe qualitygoatmeatandrequire
organicand hygienicattributes.
Unique Selling Proposition
The unique sellingpropositionof ourbrandisQuality
Product
Our productsstart fromGoat meatbut afterwe will diversifyourproductstoother like beef andmay be
chicken.
Product Strategies
Focusis onlyongoat meat at initial level;we will produceandprocessonlyGoatmeat.Accordingto the
marketanalysiswe have devisedfollowingstrategiesforthe productinDubai market.1stlywe will
processour productin Pakistanandpack to avoidanyhigherlabor,landandinfrastructure costin
Dubai,2ndlyif we processin Pakistanwe canhave the edge of lotsof thingslike supplychainprocess
costs,powercosts,transportationcosts,andprocessingcostsalso.We have decidedthatwe will
processthe goat meatin differentcategorieslikethe legmeat,the chestmeatetc.
The above giventable hasthe cut specificationof agoatinto differentpieces.We’ll cutthemaccordingly
and process them and then finally pack them in a vacuum packing, freezing and then shipping to the
Dubai. Our packaging contains strong plastic polythene which is vacuumed and then meat would be
Specification

25. packedin it, then further there will be a paper box in which we pack that transparent vacuum box and
there will be a transparency in paper box also so that customers can view the meat easily. This packed
meat would be in following shape.
We ll ensure thatprocessingof meat is according to the highest quality measures and there is no germ
and there is no smell in the meat after processing and the whole processing is under the natural
methodssothat itdo not lose itsanyof nutrients.Andwe ensure thatourcustomerswill have the great
taste of the natural organic goat meat which they have never experienced before.
Pricing
We are creating our brand as the premium quality brand and claimed that there is no comparison in
qualitywithourbrand.So we will set the prices premium in order to provide the highest quality meat.
The prices what we have observed in the market are if the goat is less than 8 months which have the
highest taste in its life but it should be more than 4 months, are about 8500 to 12500 which varies
according to the health of the goat. There are different types of breeds are available in Pakistan in
differentareas,butthe mosttasty goat is“Desi goat” a local name in producingandwithfull of nutrient.
After purchasing the goats, next step is processing of the meat, which involves slaughtering and then
cuttingintodifferenttypesof pieces and then cleaning, finishing, and finally packaging. Costing a goat
will be different according to the size and weight.
A little information which is related to the price of unbranded meat prevailed in UAE is for proof.
“ABU DHABI -— Butcheries in the capital are facing a significant shortfall in the supply of
local (UAE) livestock, which has led to an increase in the price of goat meat by up to Dh7 a kg.
Other meats imported from the Subcontinent, too, are costing a dirham more.
Even while local goat meat is priced higher in normal times, during Ramadan its demand shoots
up, leading to a price rise. Most of the people prefer to have mutton dishes at Iftar and dinner
during the holy month.
Butchers blame the wholesale suppliers for price rise, who in turn blame major importers and
exporters, who send meat to countries, such as Saudi Arabia, at higher prices.

26. Mansoor Ahmed Khan, butchery keeper at Madinat Zayed, said local goat meat is being sold
between Dh45 and Dh48 per kilogram, against the previous prices of Dh38 and Dh42 for a kg”
The above lines are taken from a website, and this meat is not processed, or branded, but it is just a
openmeatfor furtherprocessingandneedtobe cleanedbefore cooking.We are providingthe branded
goat meatwhich is at almost highest quality meat and will be priced round about Dh55 to Dh65 per KG
of differentvariations. Thisprice willcoverour all expenses form procurement to end consumers with
marketing. After analysis we came to know that 35% of the sales price is comprised on cost and then
further 10% to 12% are the cost of processing and more 10% are the shipment cost, moreover the
distribution and retailers margin has been set 12% of the price and 7% of the sales would be our
marketingexpenses. Calculatingall expensesare almost75% of the salesandthe companyprofitswould
be 25% of the sales. The 25% of the sales are looking good profitability. If there would be some
problems or variations, we will change the plan accordingly by keeping all factors in mind.
Distribution
We already have discussed about the distribution channels for the distribution of our brand in Dubai
Market. The strategy is extensive Distribution, so that anyone can have the product at very ease. We
decidedtogive the margintothe distributorsandretailersupto10% of the sales.Thismargin is looking
enough to exploit them to play effective role in distribution of our brand. We are contracting to the
strong Distributors of Dubai who have access to almost all markets o Dubai. We want our brand
everywhere in Dubai, so our customers can buy from anywhere in Dubai. The Extensive Distribution
Strategycan workverywell here.Ourmarketingcommunications will also coordinate this distribution.
We are givingour distributiontoonlyone sole firmwhowill ensure the extensive distribution. Retailers
are also be given incentives and good margins to suggest customers to purchase the brand.
Promotion
The success of any brand is dependent on all things but mostly on the brand building process and
promotional activities.We are targetingthe qualityconsciouspeople,sowe have to plan our marketing
activities and promotions for brand accordingly. There are some planned campaigns which we will do
periodically to build our brand equity. First of all we have to aware the public about our brand. So for
the purpose of awarenesswe have designedthe following activities to involve the consumers at initial
phase.
Integrated marketing communication
We have to use different channels to convey the message to our target market. We will use different
campaigns periodically like kiosk stalls, Cooking channel sponsorships, cooking competition,

27. Merchandising,newspapers,Radio, Website,face bookpage, brushers,and JeepRace Kioskstalls. We’ll
discuss about these one by one.
KIOSIK (Stalls in super stores and in meat markets)
For brand activation and creating awareness
we’ll design the stalls and install them for
some time in the super markets. The flow of
activities would be like this…
We’ll cookthe goat meat into the local dishes
withfull of taste and people will be welcome
to taste the brand of Ajeel and after tasting
we ll take their feedback. And take the
permission from them to inform them about
the promotions and new offers and new
arrivals of brands and products through sms
alerts and emails. This will create a word of
mouth and with the great taste of our organic food will start its function of awareness among people.
People will start talking about it and tell other people about the taste of it. The objectives of this
campaignare to create awarenessamongpeople aboutthe brandandactivate the brand in the market.
More the people are involved;more the awarenessobjectivewillbe achieved. These types of activities
are BTL activities and basic purpose it to involve and make them go through the brand.
Cooking TV Channel Sponsorships
We are not directly going for advertisement on
TV channels, but the step we are taking is that
we will sponsor the programs in the Cooking TV
channels where our brand Ajeel foods will be
announced and will be used for cooking. This
activity will create very good image among the
middle target line who watch Cooking channels
to learn cooking. A lot of people do watch
cooking channel for learning purposes and they
pick up the ideas and they do exactly the TV
shows to them. Majority women also watch
cookingTV channelsfortheirlearningandcan be
targeted by specific programs. The strategy is
this,that we will sponsorthe TV showwhere cookscookthe traditional dishesanduse meat,butwe will
add the thingthat theywill use ourmeatand alsocreate wordof mouthby announcingour brand name
associatingitwith qualityandotherattributes. The master chefs will use our brand in cooking the food
in TV program and also suggest to use our brand for best taste and quality with full of nutrients.

28. Cooking Competition
We will use this BTL activity in the some
crowded places of Dubai for creating
awarenessandwordof mouth. The interested
people will come and participate in cooking
foodof traditional dishesand renowned chefs
will be there to judge the cooked food by
candidates and the winners will be given a
chance to be a brand ambassadorof our brand
for a monthand alsogivena prize of cash. This
activity will contribute a very big word of
mouth for us. This BTL activity will be greatly
discussedamongthe people andwillgive great
results in brand activation. The purpose is
again to create awareness among the target
marketof ourbrand. For thisactivitywe’ll have todesigndifferent types of campaigns also differently.
The successof thisactivitywill impactgreatlyonourbrand.If we’ll be able to gather lots of candidates,
we’ll be successfulbecause theywillalsohave greatlinkstootherpeople aswell whowill talkabout the
brand.
Merchandising
Thisactivityincludesdifferenttypesof itemslikeAjeel foodslogoprintedCups,Shirtsandmobile phone
caseswill be giventothe people whocome tomeat
shops to purchase the meat. They will be told about the brand and be given these items to keep with
them.For thispurpose we will printourlogo on different items like Key chains, T-shirts, Cups and caps
whichwill be giventothe people.Theywill be asked to give a little time to the brand ambassadors and
fill alittle formof theircontactinformationandthentheywill be giventhese things.Whenthey will use
these thing people will see and ask about the brand. And the purpose will be achieved at that time.

29. Newspapers, Magazines & Radio
These channels are the basic and traditional ways of advertisement, and play very effective role in
achieving the marketing objectives. We will also use these channels to convey our message to target
market. WE are not going for TV commercials because of funds and at initial level we have to focus on
distribution.Of course TV commercial isveryeffective but due to funds, we are not taking that channel
of communication.We willuse newspaperstopromote ourbrand anduse radio commercialswhich will
create our brand awareness.Radiowouldbe effectiveforusbecause itislow cost and the people onthe
roads in the cars, often listen radio programs to pass the time. People read the newspapers and
magazine read mostly by women which can be influenced by our ads.
Website & Facebook Page
We will alsodevelopourwebsite andwe will offerdifferenttypesof discountstothose whowill register
themselves with us and order the specified quantity to avail the discounts and become our valued
customers.We will provide the facilityof detailed information about our products, their attributes and
offerings. Our customers can read and can have full access to all product related data on our website.
We ll also develop the face book page where we update new offers and discounts and new arrivals
which can promote our brand effectively.
Jeeps and Animal Racing
There are differenttypesof racescompetition are held in Dubai like animal races like camel racing and
otherracing like jeepracing,wherethe eliteclasspeople come and participate in racing. That would be
great chance to promote ourbrand. We’ll alsoarrange the kioskstallsthere andcookthe foodlike B.B.Q
types dishes and other traditional foods and invite the participants of the event to taste the cooked
meatof Ajeel foods.Thiswould be a great experience with the people over there, and create a robust
word of mouth. We will create such taste that they would enjoy having meals there and they will not
forget the taste of our brand.
Competitors Analysis
J M FOODS: premium prices.
J M FOODS LLC., privately owned company established in 1996 by the Managing Director Mr.
Rajan J.S. whose primary focus is to import and supply the premium brand and all your choice of
quality foods for hotels, restaurant and retail market in U.A.E, Oman and other GCC countries.
The office and warehouse J M FOODS is located in Dubai U.A.E. with an entirely temperature
controlled warehouse facility that consists of separate storage for ambient goods, chilled and
frozen products. JMF logistics team is well equipped to cater to the challenging individual
requirements from time to time. All dispatches are transported in temperature controlled vehicles

30. to all over the UAE and Oman. J.M.FOODS exports are handled by the in-house team.
J M FOODS operates three divisions covering the entire Seafood, Meat, Poultry and Grocery
products. Mr. Robert Mitchell, the General Manager whose expertise is in European and Far
Eastern Fish & Seafood products.
Al Arshad Meat
We are supplier of fresh meat like mutton, beef and chicken in Sharjah, Dubai and
internationally. We supply Indian, Somalia and Ethiopian meat for local and international
market. Our target customers are restaurant, hotels, mess and labor camps for continuous supply
on daily basis.
Al Mihatar Meat Shop
Address: Sharjah, Sharjah. See full address and map.
Categories: Meat - Processors & Exporters
Al Tawakul Meatshop
Address: Sharjah, Sharjah. See full address and map.
Categories: Meat - Processors & Exporters
Emirates Syria Meat & Foodstuff Est
Address:Sharjah,Sharjah.See full address and map.
Categories:Meat - Processors & Exporters
Abdul Reza Hassan Abdulla Meat House
Address:Al Jubail,SharjahLandmark:Near Fish Market, Sharjah.See full address and map.
Categories:Meat - Processors & Exporters
Al Fath Al Mubaeen Meats & Poultry
Address:Sharjah,Sharjah.See full address and map.
Categories:Meat - Processors & Exporters
Al Reem Meat Shop
Address:Ground Floor, Al Hamadi Tower,Al Estiqlal Street(Immigration Road),Al Nud,SharjahLandmark:Behind
Spark Residence Deluxe Hotel Apartments,Sharjah.See full address and map.
Categories:Meat - Processors & Exporters
Sherouq Al Shams Meat Shop
Address:Sharjah,Sharjah.See full address and map.
Categories:Meat - Processors & Exporters

31. Conclusion
Keepingtall the thingsinview,we conclude thatitcouldbe a goodbusinesstogo for.We ll start the
businesstohave goodprofitandwill be successful.Becauseof ourfocuson qualityandthe needsof the
target marketare mostlymatchedsoit can be easilyassessedthatwe will be successful.Howeverwe
have faceddifficultiestofindoutthe competitorsinformation,despite all thatwe have agood potential
inprofitto start it out.