Market Entry Strategy for Healthy Chocolate in UAE : Case Company Biomeal

Abstract

Globalized wellness concepts are leading to more people taking care of their health and eating healthier foods. The UAE market is not an exception. This thesis aims to develop a market entry strategy for the Biomeal company, which produces healthy vegan chocolate without added sugar. The favorability of the UAE market was evaluated. The competitive environment is analyzed, and predictions are made regarding the development strategies of direct competitors. Furthermore, a strategy for entering the market was developed in light of the information received, and recommendations regarding marketing activities necessary for the sale of goods and the development of brand awareness were given. Data collection for the thesis is primarily based on secondary sources using both quantitative and qualitative research methods. The research was conducted using a variety of business literature sources and digital sources. In order to plan a strategy to enter the UAE market and collect the necessary information, tools such as a PESTLE analyzis, Grant's framework for competitive analyzis, a SWOT analyzis, and Pritchard's risk concept were used. As a result, a detailed plan was prepared for Biomeal to enter the UAE market and increase its coverage with the assistance of a marketing plan.