Doing Business in the Arab World

By Hisham Al Gurg CEO - The Private Office of Sheikh Saeed Al Maktoum

CEO - SEED Group

Which of the following is NOT true?

• I was a wedding DJ

• I was a firefighter

• I was an ambulance paramedic

• I got arrested in the USA

• One of hobbies is diving with Sharks in open waters

Why this topic?

• Important

• Urgent

• Impactful

• Under Estimated

• Can make or break your business in MENA

Why Me? • Doing Business since 2000

• Mixed Cultures

• Business with Multinational (Different sizes)

• Manage a diversified group

• Many companies struggle, close shop, go home

• I care

The Agenda 1. Research

2. Strategy

3. The Arab Culture

4. Partnership

How can I help

The Mirror

1. Research

A. Country Assessment

B. Market Assessment

Country Assessment

• Demographics

• Economics

• Culture

• Political

• Infrastructure

Country Assessment

• Legal

• Size

• Characteristics

• Demand

• Buying Power

Market Assessment • Projected Growth of target market

• Competitors

• Prices

• Distribution Channels

• Legal

• Entry Barriers

The Agenda 1. Research

2. Strategy

2. Strategy • Define Objectives

• Define Target Customer (Everyone!!)1

• Tactics

• Pricing

• Competitor Reaction (Price War)

Strategy

• Distribution Channel

• Product Adaptation

• Logistics Requirements

• Marketing & Sales Strategy

• The X Factor

The Agenda 1. Research

2. Strategy

3. The Arab Culture

3. The Arab Culture

1. The Basics

2. How to Sell

3. How to Reach

4. How to Collect

5. How to handle Conflict

The Basics • Build a relationship

• Gain Trust

• Do Favours

• Give First

• You are here to stay

• Learn More

Effective Selling

• How to Present

• Ask Qs

• Customised Solutions

• How to Discuss & Negotiate

• How to Close

Reaching your Customer • Who to Reach

o The inner 50 circle

o Med 100 Circle

o Outer 150 Circle

• How to Network

150

100

50

Collecting your Money

• Don’t let it Pile Up

• Act Quickly

• Reach the Decision Maker

• Use Mediators

• Flagging your Contract

Handling Conflict

• Act Quickly

• Reach the Decision Maker

• Stay away from courts

• Mediate

The Agenda 1. Research

2. Strategy

3. The Arab Culture

4. Partnership

4. Partnership

1. Distributor

2. Joint Venture

3. Freezone Trading (Offshore)

4. Local Strategic Partner (Onshore)

5. Franchising

Distributor • Reputation

• Financial Strength

• Market Knowledge

• Marketing Plan

• Network of Contacts

• Other Product they carry

• Technical Ability (Support, Maintanance, Logistics)

Joint Venture

• Who does what

• What if it fails

• “The Agency” Regulations

Freezone Trading Abu Dhabi 7

Dubai 23 (7)

Sharjah 2

Ajman 3

Umm Al Quwain 1

Ras Al Khaima 3 (4)

Fujairah 2

Local Strategic Partner

• Identify your Objectives

• Do you research

• Test Performance

• Planning to Exit

Franchising

• Do you research

• Test Performance

• Planning to Exit

Jollibee • #1 brand in the Philippines

• Burgers, Fried Chicken, Spaghetti

• Started in 1975

• 2,301 Stores in the Philippines

• 612 Stores Internationally

• 330 to open in 2015 -2016

Jollibee in Dubai

10 AM Dubai Mall Opening Day

1 PM Dubai Mall

Opening Day

5. How can I help? • Research & Strategy

• Understand the Culture

• Capitalise on our Contacts Network (+3,000 570 Decision Makers)

• Capitalise on our Market Know-How

• Act as a strategic Partner

• Shorten your sales cycle and accelerate your market entry

6. The Mirror

• Your Finances

• Your Leadership

• Your Team

• Your Product or Services

• Your Seriousness

Q & A

If you need anything, contact me:

• Hisham Al Gurg

• Email: hisham@seedgroup.com

• Office: +971(4) 325-2444 (Assistant Miss Agnes)