UAE (1)

UAE-DILMAH

COUNTRY INTRODUCTION:

UAE is the country which has developed a lot after its oil discovery. It has the richest city in the world and the tallest building of the world. It possesses one of the most developed economies in West Asia.

Country specifics:

UAE = United Arab Emirate

Area: total: 83,600 sq km  land: 83,600 sq km  water: 0 sq kmCoastline: 1,318 kmClimate: desert; cooler in eastern mountains

Natural resources: petroleum, natural gas

Neighboring countries: Southeast of Arabian Peninsula in Western Asia

Bordering countries: Oman and Saudi Arabia

Sea borders: Iraq, Kuwait, Bahrain, Qatar and Iran

7 emirates: Dubai, Sharjha, Ajman, Abu Dhabi, Fujairah, Ras-al-Khaima & Umm al Quwain

Capital: Abu Dhabi-Center of Political, Industrial and Cultural activities

HISTORY

Entry of Islam: The arrival of envoys from Muhammad in 630 heralded the conversion of the region to Islam. After Muhammad's death one of the major battles of the Ridda Wars was fought at Dibba, resulting in the defeat of the non-Muslims and the triumph of Islam in the Arabian Peninsula.

Portuguese control: Portuguese expansion into the Indian Ocean in the early 16th century following Vasco da Gama's route of exploration saw them battle the Ottomans up the coast of the Persian Gulf. The Portuguese controlled the area for 150 years in which they conquered the inhabitants of the Arabian Peninsula.

British & Ottoman Rule: Portions of the nation came under the direct influence of the Ottoman Empire during the 16th century. Thereafter the region was known to the British as the "Pirate Coast", as raiders based there harassed the shipping industry despite both European

and Omani navies patrolling the area from the 17th century into the 19th century.  In 1853, they signed a treaty with the United Kingdom, under which the sheikhs (the "Trucial Sheikhdoms") agreed to a "perpetual maritime truce." It was enforced by the United Kingdom, and disputes among sheikhs were referred to the British for settlement.

Treaty of 1892: Primarily in reaction to the ambitions of other European countries, the United Kingdom and the Trucial Sheikhdoms established closer bonds in an 1892 treaty, similar to treaties entered into by the UK with other Persian Gulf principalities. The sheikhs agreed not to dispose of any territory except to the United Kingdom and not to enter into relationships with any foreign government other than the United Kingdom without its consent. In return, the British promised to protect the Trucial Coast from all aggression by sea and to help in case of land attack.

Rise & fall of pearling industry: During the nineteenth and early twentieth centuries, the pearling industry thrived in the relative calm at sea, providing both income and employment to the people of the Persian Gulf. It began to become a good economic resource for the local people. Then the First World War had a severe impact on the pearl fishery, but it was the economic depression of the late 1920s and early 1930s, coupled with the Japanese invention of the cultured pearl, that all but destroyed it. The industry eventually faded away shortly after the Second World War, when the newly independent Government of India imposed heavy taxation on pearls imported from the Arab states of the Persian Gulf. The decline of pearling resulted in a very difficult era, with little opportunity to build any infrastructure.

Beginning of the oil era: In the beginning of the 1960s, the first oil company teams carried out preliminary surveys and the first cargo of crude was exported from Abu Dhabi in 1962.

In the early 1960s, oil was discovered in Abu Dhabi, an event that led to quick unification calls made by UAE sheikdoms. Sheikh Zayed bin Sultan Al Nahyan (UAE founder) became ruler of Abu Dhabi in 1966 and the British started losing their oil investments and contracts to U.S. oil companies. As oil revenues increased, Ruler of Abu Dhabi, Sheikh Zayed bin Sultan Al Nahyan, undertook a massive construction program, building schools, housing, hospitals and roads.

In 1968, the United Kingdom announced its decision, reaffirmed in March 1971, to end the treaty relationships with the seven Trucial Sheikhdoms which had been, together with Bahrain and Qatar, under British protection. The nine attempted to form a union of Arab emirates, but by mid-1971 they were still unable to agree on terms of union, even though the British treaty relationship was to expire in December of that year.

Bahrain became independent in August, and Qatar in September 1971. When the British-Trucial Shaikhdoms treaty expired on December 1, 1971, they became fully independent.

The rulers of Abu Dhabi and Dubai decided to form a union between their two emirates independently, prepare a constitution, then call the rulers of the other five emirates to a meeting and offer them the opportunity to join. It was also agreed between the two that the constitution be written by December 2, 1971.

On that date, at the Dubai Guesthouse Palace, four other emirates agreed to enter into a union called the United Arab Emirates. Ras al-Khaimah joined later, in early 1972.

NATIONAL FLAG interpretation: the uae flag consists of 4 colours, red, green, white and black each of them symbolizing something.

Red: bravery and strength

Black: petroleum

Green: fertility

White: neutrality

Point out to flag of each emirate

EMBLEM:

• OLD

• Adopted in 1973

• Similar to coat of arms and emblems of other Arab states

• Golden falcon

• Arab sailboat in the interior

• Red parchment bearing the name of the federation

• New:

• 22nd march 2008, emblem was modified

• Arab sailboat replaced by UAE flag

• 7 stars representing 7 emirates/states

National anthem: ishy bilady: long live my nation

Translation is given

PESTLE analysis

DEMOGRAPHICS:

• Population growth highest due to immigration

• Population of about 7.5million people

• Population growth rate: 3.282 %

• Sex Ratio: 2.2male(s)/female

•

• Literacy rate: 77.9 %

• Men: 76.1 %

• Women: 81.7 %

• Employment population:

• Men:87.6

• Women: 36.8

• Total: 69.7

•

• Age structure:

• 0-14 years: 20.4% (male 537,925/female 513,572) 

• 15-45: 72.7%

• 46-64: 6%

• 65 and above: 0.9%

Ethnic groups:

More than 80% of the population of the United Arab Emirates are non-citizens. Nearly all of the country's citizens are Muslims; approximately 78% are Sunni, 22% are Shi'a, and a small Ahmadiyya Muslim Community. Foreigners are predominantly from South and Southeast Asia, although there are substantial numbers from the Middle East, Europe, Central Asia, the former Commonwealth of Independent States, and North America.

At least 15 percent of the population is Hindu, 5 percent is Buddhist, and 5 percent belong to other religious groups, including Parsi, Bahá'í, and Sikh.

Language:

The modern written language is derived from the language of the Quran is widely taught in schools, universities, and used to varying degrees in workplaces, government and the media.

Culture:

The culture of the United Arab Emirates has a diverse and multicultural society.[1] The country's cultural imprint as a small, ethnically homogenous pearling community was changed with the arrival of other ethnic groups and nationals — first by the Iranians in the early 1900s, and later by Indians and Pakistanis in the 1960s. Dubai has been criticized for perpetuating a

class-based society, where migrant workers are in the lower classes.[2] Despite the diversity of the population, only minor and infrequent episodes of ethnic tensions, primarily between expatriates, have been reported in the city.

Emirati culture mainly revolves around the religion of Islam and traditional Arab and Bedouin culture. Being a highly cosmopolitan society, the UAE has a diverse and vibrant culture. The influence of Islamic and Arab culture on its architecture, music, attire, cuisine and lifestyle are very prominent as well.

Religion:

Islam is the main religion.

Five times every day, Muslims are called to prayer from theminarets of mosques which are scattered around the country.[4] 

The weekend begins on Friday due to Friday being the holiest day for Muslims. All Muslim countries have a Friday-Saturday or Thursday-Friday weekend.[5]

This unique socioeconomic development in the Persian Gulf has meant that the UAE is generally more liberal than its neighbors. While Islam is the main religion, Emiratis have been known for their tolerance, and churches, Hindu temples, Sikh Gurdwara can be found alongside mosques, however there are no Jewish synagogue in the United Arab Emirates. The country is home to several communities that have faced persecution elsewhere. Cosmopolitan atmosphere is gradually growing. As a result you will find there a variety of Asian-influenced schools, cultural centers and themed restaurants. Increasing number of European centers, schools, and restaurants are also can be seen in today's UAE.

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.

Rituals and Holy Places. 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.

Dance & music: The United Arab Emirates is a part of the khaliji tradition, and is also known for Bedouin folk music. Liwa is a type of music and dance performed mainly in communities which contain descendants of East Africans.[153] During celebrations singing and dancing also took place and many of the songs and dances, handed down from generation to generation, have survived to the present time. Young girls would dance by swinging their long black hair and swaying their bodies in time to the strong beat of the music. Men would re-enact battles fought or successful hunting expeditions, often symbolically using sticks, swords or rifles.

Architecture: Architecture of UAE

Architecture of UAE is another major attraction of the country. Although, most of the UAE Architecture is in Arabic style, still one finds a lot of Asian and European influence.

In fact the architecture of UAE is changing over the years to meet the growing needs of the people and yet we see the restoration and renovation of traditional architecture in UAE.

As 88% of the population are urban in all the seven emirates one finds forts and watchtowers built to protect the urban populations. The oldest fort of UAE is the Husn of Abu Dhabi originally built in the eighteenth century to protect the city's well. The Nahyan family around the Buraimi oasis between 1830 and 1010 built six forts in the emirate of Al -Cain. Most of the forts that reflects the beauty of traditional UAE architecture have now been restored and converted into museums and reflects wide variety of Islamic style and cosmopolitan nature of the country.

In Dubai Al Fahidi fort is one of the oldest buildings and reflects the architectural marvel of the country. It was built in 1799. This fort was the home of the ruler, whereas hiding place for common people in case of war and attack. Nowadays, it is transformed into Dubai Museum. Al Fahidi fort is today recognized as one of the magnificent architectures of UAE.

Traditional Architecture in UAE is mainly in the form of vernacular style. The major causes for such kind of architecture were climate, religion and custom. Availability of building materials was another cause for such kind of UAE Architecture.

Sheikh Saeed Al Maktom House bolt in 1896 is another architectural marvel of UAE that has been renovated in recent times. It attracts millions of people across the globe.

Dubai now has some truly spectacular buildings, such as the Bur Juman shopping center, office buildings like Emirates Towers and hotels such as Burj Al Arab and Jumeirah Beach, all of which combine state of the art architectural design and technique with a traditional Arabic flavor.

The houses in UAE are well ventilated and also takes care of the privacy of the people. The most sophisticated houses in the UAE are found in the coastal towns. A typical house of a wealthy coastal family is generally a two-storey structure built around a central courtyard. From the outside the houses look quite plain, although sometimes the upper parts of the walls are decorated with crenellations and the wind-towers are decorated with elaborate arches. The rooms of the house generally open on to the courtyard and decorated with carved stucco panels or grilles, sometimes containing stained glass.

Sports: Association football is the national sport of the United Arab Emirates. Emirati Soccer clubs Al-Ain, Al-Wasl, Al-Shabbab ACD, Al-Sharjah, Al-Wahda, and Al-Ahli are the most popular teams and enjoy the reputation of long-time regional champions.[156] The great rivalries keep the UAE energized as people fill the streets when their favorite team wins. The United Arab Emirates Football Association was first established in 1971 and since then has dedicated its time and effort to promoting the game, organizing youth programs and improving the abilities of not only its players, but of the officials and coaches involved with its regional teams.

The UAE also recently won the Gulf Cup Championship held in Abu Dhabi January 2007.[157]

Cricket is one of the most popular sports in the UAE, largely because of the expatriate population from the Indian subcontinent, the United Kingdom, and Australia.

The United Arab Emirates national cricket team qualified for the 1996 Cricket World Cup and narrowly missed out on qualification for the 2007 Cricket World Cup.[160]

Formula One is particularly popular in the United Arab Emirates, and is annually held at the picturesque Yas Marina Circuit. The race is held at evening time, and is the first ever Grand Prix to start in daylight and finish at night.[161]

Other popular sports include camel racing, falconry, endurance riding, and tennis.[162]

Dress code:

UAE National Clothing

As a rule of thumb for females, dress Western in Dubai, a little more conservative in Abu Dhabi, and cover your skin in Sharjah, bar your face, neck and hands. 

To give you a brief understanding of the clothing used by UAE Nationals, below we have detailed the dress adopted by both male and female Nationals. 

UAE National Dress - MaleKandura The Kandura, or dishdash, as it is referred to by the expats, is the long white cloak that male UAE Nationals wear. You will be amazed at how these remain crease free during the day - and they never look dirty. During the winter months, a whole realm of different colours come out, with browns and greys not uncommon. You may have seen pictures of His Highness Sheikh Mohammed bin Rashid walking in his iconic colours that are now his trademark. Only the traditional white is seen in summer because it reflects the suns rays. The men may change their Kandura a number of times in the day to go to different events (work, prayers, dinner etc) and so the men's clothes remain looking spick and span. A UAE National might have 50 or so Kandura's in his closet, and have up to 20 of those with the dry cleaners at any one time. A typical kandura would cost between 100 and 200 Dirhams to get tailored. You may see the difference in those Kanduras that are worn by those in Dubai and Abu Dhabi. In Dubai, you can sometimes have Kanduras with collars and cuffs, as opposed to the traditional types. Guthra The guthra is the headscarf sported by the males. The most popular colours are the plain white, or the red and white checks. These checks are traditional to the Beduin, since the material used was tougher than the other and useful for protection against the elements in the desert. Nowadays, colours come in all types to match with the latest fashion. Also, the way that guthra is worn can define who someone is. Egal The Egal is the black rope that fixes the headscarf in place. In days gone by, these would be used by Bedouin to tie their camel's feet down during the night while they were travelling. More of the younger nationals these days do not wear their egal and tie their guthra in a different way on their head. This is called hamdaniya. Ghafiyah Ever seen a Muslim prayer hat? The ghafiyah looks exactly like this, but since it is usually under the guthra, you wont necessarily see it. It is usually white in colour with designs woven in. Kerkusha Look closely at a male's kandura, and you will see a small string like contraption flowing from the neck. This is the kerkusha. Some aliken it to a tie, and it is not always worn, though those who do wear it sometimes are inclined to play around with it.Bisht Those in power can be seen wearing the bisht which is similar to a jacket that is worn on top of the kandura. Also, the bisht is worn during specical occasions such as Eid or weddings, for example, and also when visiting a Sheikh. Faneela A faneela is like a vest worn under the Kandura. Woozar A woozar is a a piece of white cloth which is tied around the waist under the Kandura. You'll never see one! Na-aal These are essentially the sandals that are worn. You may find that shoes are actually worn instead. People say that those in Dubai wear shoes whereas those in Abu Dhabi are sandal wearers. 

UAE National Dress - FemaleAbaya The long flowing black gown worn by the UAE National Females is known as the Abaya. Somewhat misunderstood by the west, the abaya is an elegant piece of attire and used to cover the female clothing. Abayas range from the plain to those with intricate jewel designs. Accordingly, the prices range between 100 and 2500 Dirhams for each Abaya. Ladies will wear western dress, local dress or even indian type clothes, under their abayas. The main reason for wearing the Abaya is concern for modesty, with the most devoted covering their faces, as well as all viewable skin. Shela The Shela is the piece of material used to loosely cover their head. This is sometimes black, especially those used to cover the face. And since the material is very light it is possible for the lady to see through the material. More recently, the shela is usually designer material, the most popular being Givenchy, Dior and the like and these are sometimes matched with their hangbags to produce a super cool outfit.Hijab The Hijab is not usually worn by UAE Nationals, and more usually by some Muslims from the other GCC countries. The Hijab is a covering of the head, to ensure that the hair is not exposed, usually with one or two pieces of material. Burqa The Burqa actually represents two items: one, the covering of the head except for a slit for the eyes; the other item is the metallic coloured object used to cover part of the face, and these days is only used by the older generation - this is specific to the UAE.Gishwa The Gishwa is the thin black veil that covers the face of the female. It is just dark enough for you not to be able to make out who is underneath, and just light enough for the female to see through. This makes it easier for the woman to travel around in freedom Jelabia Mukhawara Although, in normal life, you will never see this, this item is the traditional outfit worn by the females, similar to a flowing gown in some great colours. Worn to weddings or special occasions.Gafaaz Sometimes, you will see Ladies wearing gloves, to ensure that all of their skin is covered. Gafaaz is the literal translation of gloves in Arabic.

Further refer pictures on the slide

Cuisine:

Due to harsh desert conditions, the traditional food of the United Arab Emirates uses a lot of meat, grain, and dairy. Vegetables are easy to grow in some areas, and are strongly featured in the diet.

Traditional dishes include Ma'louba, Margooga, Harees, Machbous, Frsee'ah, Fireed, Jisheid and Mishwy.

Meats traditionally used were chicken or small fowl, such as Houbara bustards, and goats. As camels are highly prized for their milk and transporting ability, the eating of camel meat is normally reserved for special occasions.

Seafood has been the mainstay of the Emarati diet for centuries. The United Arab Emirates cuisine is a reflection of a great Arabian heritage and vast exposure to civilizations over time. Muslims are prohibited from eating pork, so it is not included in Arab menus. Meat, fish, and rice are the staple foods of the Emirati cuisine. Lamb and mutton are the more favored meats, then goat and beef. Popular beverages are coffee and tea which can be supplemented with cardamom, saffron, or mint to give it a distinct flavor.[1]

Hotels frequently have pork substitutes such as beef sausages and veal rashers on their breakfast menus. If pork is available, it is clearly labelled as such.

Alcohol is generally only served in hotel restaurants and bars (but not in Sharjah). All nightclubs and golf clubs are permitted to sell alcohol. Specific supermarkets may sell alcohol and pork, but are sold in separate sections.[2]

Dishes forming part of the Emarati cuisine:[3]

Falafel

Machboos

Harees

Al Khabeesah

Marriage

Marriage. Arranged endogamous marriage within the kinship (tribal) units was the preferred pattern in the preoil period, but this pattern has changed somewhat. Individuals now have greater choice, yet many nationals still prefer arranged marriages. Emiratis are strongly discouraged from marrying nonnationals, and a young man receives $19,000 from the Marriage Fund if he marries a national. As prescribed by Islam, a man is allowed up to four wives, but most men have only one wife.

Social etiquettes:

Body language in the UAE and amongst Arabs is completely different to that in the West. And because there a many Arabs here from different countries, it would make sense to understand a little about what certain body language might mean. We have touched on the importance of not showing the sole of your foot, but there are many more which we will briefly sum up here. Remember that in the Middle East, the concept of personal space is a lot smaller that in the West, and though you may feel that your space is being invaded, this is a normal part of society. Be careful when dealing with females making sure that you do not stare or initiate physical contact. 

Hand on Heart - While this is usually just used as a phrase in the West, the Arabs actually place their hands on their heart to show genuine respect and humility. Sometimes, this is used in combination with a small bow, meaning thank you.

The Chin Scratch - Scratching or holding of a chin or beard is an indication that someone is thinking. It might be wise to wait until the person has finished thinking this before continuing talking, if it takes place during a moment of silence

Kissing the shoulder - This is another greeting and usually one of respect. It is often used when Muslims go on the Hajj to Mecca.

The hug - If a hug is initiated by an Arab, then it is a sign that you are considered a trustworthy friend. 

The refusal to touch - If an Arab refuses to touch you, it may be an indication that he considers you untrustworthy or unclean

Conversational staring - If an Arab stares you in the eye as you speak, it means that he is giving you his full attention. If he doesn't, it means that he may not care what you are saying. Bear this in mind and reciprocate giving eye contact.

The Nose Touch - You will often see Arab Nationals touch noses three times as they shake hands. This is a traditional Bedouin greeting.

Gifts: In terms of gift giving, something personal can be a very meaningful touch. It would be appropriate, although not expected, to present a small or token gift to an individual to whom one is being introduced

Marriage. Arranged endogamous marriage within the kinship (tribal) units was the preferred pattern in the preoil period, but this pattern has changed somewhat. Individuals now have greater choice, yet many nationals still prefer arranged

marriages. Emiratis are strongly discouraged from marrying nonnationals, and a young man receives $19,000 from the Marriage Fund if he marries a national. As prescribed by Islam, a man is allowed up to four wives, but most men have only one wife.

Dining etiquettes:

1. Meals typically served in two courses.

2. It improper to eat with the left hand. To offer someone something with the left hand is very rude.

3. There are no specific rules for utensils, but it is polite to use both a knife and fork for the main course.

4. When finished, leave cutlery facing upward in the middle of your plate.

5. They feel honored when receiving guests and socializing with friends and relatives

6. Guests are welcomed with coffee and fresh dates.

7. Never offer your hand to an Arab woman unless she offers hers first.

8. If you are seated on the floor, make sure that the soles of your feet (with or without shoes/socks) do not point towards anyone. Its considered very rude

9. Mostly muslims start with "Bismillah" (the name of God).you are not ologiesed to say it but wait till the person finish saying it.

10. Usually people do not speak while eating

11. After finishing eating usually They say Al Hamdulilah

12. Bear in Mind That Arab culture is relax and every thing is slow so when Arab say I meet you at 10 AM expect him 30 to 1 hour delay

Business etiquettes: Meeting & Greeting

The UAE is a global business center. New businesses should nonetheless have some awareness of Arabic culture and the ways of commerce in an Arabian business environment.

In the Arab world, more than anywhere else, business is conducted on the basis of personal relationships and mutual trust. It is vitally important to build on these.

Although this is changing rapidly and may not apply to all large firms, companies are often a family affair, with the ultimate decision-maker being the head of the family. Even if this is not the case, it is essential to clearly identify the decision-maker. However, initial meetings will probably be at a lower level.

Work Hours

The official weekend in the UAE is on Friday and Saturday. Some smaller private companies only close on Friday.

Government offices open at 7.30 a.m. and close at 3.00 p.m.

During Ramadan, working hours shorten by two to three hours, with most of the work accomplished in the early hours of the morning or much later in the evening after the day’s fast is broken (at sunset).

Status is important and must be recognized by using the correct title when addressing someone. It is customary to use Sheikh (chief) (or Sheikha for a woman), Sayed (Mr.), Sayeda (Mrs.), etc. Arabs generally address people by their first names, so John Smith will be addressed as Mr. John.

It is important to greet and acknowledge the most senior person in the room first.

When doing business in the Middle East, handshakes are always used and can last a long time. Etiquette recommends that one waits for the other to withdraw their hand first before doing the same.

For a man introduced to a woman, it is advisable to wait and see if a hand is extended. Particularly in public, Muslim women are unlikely to shake a man’s hand. A Western woman introduced to a Muslim man might also wait to see if he offers his hand.

Always use the right hand. Among Muslims, the left hand is reserved for bodily hygiene and considered unclean. The right hand should be used for eating, shaking hands, or handing over an item.

Do not be surprised if your hand is held while you are led somewhere. Holding hands among men is common and does not carry the same connotations as it does in the West.

Many people in the Middle East claim a more modest area of personal space than is usual in the West. Accordingly, it can seem rude for an individual to step away when another individual is stepping closer.

Business guests will be received with enormous generosity and meetings are almost always accompanied by traditional Arab coffee and pastries.

Special respect is paid to older people in many circumstances. This can include standing when older people enter a room, always greeting older people first, standing when speaking to one’s elders, and serving older people first at a meal.

Hospitality is a way of life in the Arab world and business is frequently conducted over lunch or dinner – more than likely in a hotel or restaurant. It is considered polite to return the invitation.

Religious and Cultural Festivals

RELIGIOUS-

Ramadan: Ramadan is the month of fasting during which Muslims abstain from eating, drinking and smoking from dawn to dusk. Visitors are also advised to refrain from eating or drinking in public during daylight hours as a sign of respect.in 2012, its from 20th july for 30 days upto 18th august.

Eid Al Fitr: Eid Al Fitr is the most popular festival for Muslims all over the world. The occasion marks the end of holy month of Ramadan and is celebrated over three days. It's a time for feasting and exchange of greetings and gifts. 19th aug 2012

Eid Al Adha: Eid Al Adha is the festival of sacrifice for Muslims and marks the end of Haj - pilgrimage to holy cities of Mecca and Medina in Saudi Arabia. 26th oct, 2012

National Day Festival: December 2 is celebrated as the National Day all over the United Arab Emirates. The UAE became independent on December 2, 1971. Various cultural such as concerts, music competitions, children's cultural programs, fireworks, exhibitions, camel racing etc. are organized all over the country.

Major Shopping and Sport Events

Dubai Shopping Festival: Dubai Shopping Festival is perhaps one of the most popular events in the world, attracting over 3 million people. First started in February 1996 by the Dubai Government, the month long annual event is the time for shopping, entertainment, and cultural extravaganza. Various events such as international fashion shows, children's programs, fireworks, film festivals, and many other cultural events are organized on this occasion. It's a great time for shoppers, as shopping malls have big sales and discounts. 5jan-5feb

Dubai World Cup: The Dubai World Cup is an internationally renowned annual horse racing competition held at the Nad Al Sheba. It's richest and one of the biggest horse race events in the world and takes place during the Dubai Shopping Festival. This exciting event attracts horses, jockeys, trainers and owners from all over the world.31st march, 2012

Dubai Desert Classic: The Dubai Desert Classic is an annual PGA Golf Tournament held at the prestigious Emirates Golf Course. The event is held in February or March every year, andattracts some of the top names in golf, international media and millions of television viewers from all over the word. 6-12th feb, 2012

Arab v/s western: explain in ur own words

Perspective Arab Western

Family Considered foremost Important but not central to life

Friends Part of life, considered periphery Core to few, but mostly important in life

Honor Very important Not as important

Time Relaxed Very structured

Religion Central to life Personal choice, not discussed with individuals

Societal focus Age & wisdom Youth & beauty

Wealth Respected respected

Political environment:

The politics of the United Arab Emirates take place in a framework of a federal, presidential system of a federation of absolute hereditary monarchies. The UAE is a federation of seven absolute monarchies: the emirates of Abu Dhabi, Ajman, Fujairah, Sharjah, Dubai, Ras al-Khaimah and Umm al-Qaiwain.

Ruler of Abu Dhabi: President & the Head of the State

- Khalifa bin Zayed Al Nahyan

Ruler of Dubai: Prime Minister & the head of the Government

- Mohammed bin Rashid Al Maktoum

At present, the federal system of government includes the Supreme Council, the Council of Ministers (Cabinet), a parliamentary body in the form of the Federal National Council (FNC) and the Federal Supreme Court, which is representative of an independent judiciary.

The president and prime minister are essentially hereditary. The emir of Abu Dhabi holds the presidency, and the emir of Dubai is prime minister. While each emirate still retains autonomy over its own territory, a percentage of its revenue is allocated to the UAE’s central budget.

All emirates have their own secular and Islamic law for civil, criminal, and high courts.

Legal:

Each of the seven emirates has its own government with respective municipalities and departments.

Secular courts to adjudicate criminal, civil & commercial matters.Laws based on islamic laws. UAE has comparatively secular and liberal laws. Sharia or Islamic law is applied to family, religious and certain aspects of criminal cases. Women can drive in the UAE and there is a strong emphasis on equality and human rights. Laws of UAE tolerate alcohol to a certain extent, public bars and nightclubs operate mainly in hotels and clubs.

Economy:

United Arab Emirates is now the second-richest country in the Muslim world. This is because the UAE claims the world's third largest proven oil deposits.

The GDP per capita fell by 42% in the 1980s, but successful diversification helped to provide a positive growth of 48% in the 1990s.

Immigrants make up a large percentage of the UAE’s workforce.

The UAE government wants to preserve its traditional forms of art and culture. However, change is also apparent.

UAE oil reserves are ranked as the world's sixth-largest [12] and it possesses one of the most developed economies in West Asia. It is the thirty-fifth-largest economy at market exchange rates, and ranks among the world's wealthiest nations with per capita GDP (PPP) of US$48,597.[13] It is 15th in purchasing power per capita and has a relatively high Human Development Index for the Asian continent, ranking thirtieth globally.[14] The UAE is classified as a high-income developing economy by the IMF.

• The UAE has an open economy

• Since the discovery of oil in the UAE more than 30 years ago, the UAE has undergone a profound transformation from an impoverished region of small desert principalities to a modern state with a high standard of living.

• World bank ranking 33

• GDP - composition by sector: agriculture: 0.9% industry: 55.5% services: 43.6% (2010 est.)

• Industries: petroleum and petrochemicals; fishing, aluminum, cement, fertilizers, commercial ship repair, construction materials, some boat building, handicrafts, textiles

• Gold: buy frm swit n sell…diamond frm india

FOREIGN TRADE POLICY

• Balanced foreign trade policy

• Main anchor: building cooperation based relations with all countries of the world

• Member of the United Nations

• Relations with over 60 countries

• The UAE is a member of the following international organizations: UN and several of its specialized agencies

• Head of GCC

• (ICAO, ILO, UPU, WHO, WIPO)

– World Bank

– IMF

– Arab League

– Organization of Islamic Cooperation (OIC)

– OPEC,

– Organization of Arab Petroleum Exporting Countries

– Non-Aligned Movement.

EXIM:

• Exports - commodities: crude oil 45%, natural gas, reexports, dried fish, dates

• Exports: $212.3 billion (2010 est.) $191.8 billion (2009 est.)

• Exports - partners: Japan 17.1%, India 13.6%, Iran 6.9%, South Korea 6.1%, Thailand 5.1% (2010)

• Imports - commodities: machinery and transport equipment, chemicals, food

• $161.4 billion (2010 est.) $149.7 billion (2009 est.)

• Imports - partners: India 17.5%, China 14%, srilanka 12%, US 7.7%, Germany 5.6%, Japan 4.8% (2010)

• Trade license should be issued in UAE

Gold souk:

Dubai is known as City of Gold. 90% of the market is plain Gold jewelry and the rest 10% is gem set. Reason for successful Gold industry in Dubai is free trade environment which makes it is the cheapest place in the world to buy Gold. It is one of the largest retail gold markets in the world. Dubai imports 300 tons of Gold for retail and wholesale

• Imports come from Saudi Arabia, India, Pakistan, Thailand, Italy, Malaysia, Singapore, Bahrain

• Exports, imports and re-exports of gold and diamond jewellery through UAE account for about 20% of global jewelery trade.

• The Dubai Multi Commodity Center (DMCC) has established a free zone that made Dubai a hub of gold and other precious metals manufacturing and trading

Doing business in uae:

The United States Department of State has noted widespread instances of blue collar labor abuse throughout the United Arab Emirates businesses.

It is a common practice for managers and employers in the UAE to hold employees' passports for the duration of their employment contract.

The UAE government has been criticized by many human rights agencies. One of them, the Human Rights Watch, has criticized the government for not acting when discrimination against Asian workers in the emirate is present.

Entering the market:

A local sponsor or service agent

Trade license

Register with the local Chamber of Commerce and Industry, the Economic Development Department, and with the Minister of Finance

Annual renewal of the trade license

Company can function only within the emirate where the license was granted

Separate license must be obtained to open a branch in other emirates

Free Trade Zones

100% foreign ownership is allowed with no recruitment or sponsorship problems

Corporate tax and customs duty exemption on imported raw materials and equipment

No levy on exports and imports

The Free Zone Authority gives a questionnaire to assess the company's requirements and whether it can be met.

Once the company submits the questionnaire, it will be given a license application, a list of invoices required for planning, consumer request for electricity and Form B for environmental concerns (if applicable).

Currency: AED=13. Sumthn inr

Dilmah:

Company profile:

• Dilmah is a brand of Ceylon tea. The company was founded in 1974 by Merrill J. Fernando. It is available in over 92 countries includingUnited Kingdom, Lithuania, Hungary, Canada, South Africa, Australia, Japan and New Zealand. By 2002 it was the third largest global tea brand.[1]

•

• Dilmah Tea was the sponsor of the Sri Lankan cricket team from 2001 to 2008.

• The name Dilmah was chosen by combining the first names of the founders Malik J. Fernando and Dilhan C. Fernando.

• Revenues from the global sales of Dilmah fund the work of the MJF Charitable Foundation in Sri Lanka and abroad. Eventually the MJF Charitable Foundation was formed to handle the expanding scale of humanitarian assistance, and in parallel a commitment to work towards environmental sustainability was developed with Dilmah Conservation.

• The MJF Charitable Foundation enhances the lives of over 10,000 people each year through more than 100 different humanitarian projects.

RELAUNCH:

After two decades of fierce competition with big multinationals in the UAE, Dilmah has carved out an instant market niche following the recent re-launch. Dilmah tried to enter the UAE market nearly 20 years ago and worked with a local importer Abela &Co. to present the products to customers in food service and retail. The re-launch of Dilmah is motivated by changing consumer preferences. “This makes Dilmah more relevant in the Middle East today than two decades before,” says Dilhan. “As opposed to multi-origin blends, Dilmah is single origin, single estate or single region tea. Instead of depending on marketing spin and embellishments we try to present tea in authentic context with heritage and history,” adds Dilhan.

12% share in the market

In the 80’s Dilmah found it difficult to communicate this line of thinking to the retailers since they were aligned towards big brands, heavy discounts and commoditization of tea and consumers were less interested in authenticity, quality and personality of tea.

Consumers today are more demanding and prefer tea with more depth than simply being from a well-known international brand. They are questioning the assumptions that guided the tea categories in the previous decades and they are bringing an opportunity for quality oriented, authentic and ethical brands to enter the market,” he says.

Dilhan acknowledges that Dilmah is essentially a family brand and relatively small in global context with correspondingly small resources for advertising and promotions. It needs a very different model for communicating with consumers in the UAE, which is complicated by the fact that the cost of quality tea is several times more than what its competitors use in the multiorigin blends. “Odds are stacked against us but with different marketing strategy and growing customer appreciation for our brand in the UAE, we will win this battle,” says Dilhan.

Dilmah products were previously available in several supermarkets in the UAE. However the company found it nearly impossible to survive in that environment where competitors with lowcost multi-origin tea blends indulged in heavy discounts and promotions. So the company decided to withdraw from the mass market segment.

Tea In uae:

• Tea and coffee are preferred beverages

• Find consumtipn figures

• Import tea frm srilanka 60%

SWOT

Strengths

100% Pure Ceylon Tea

Strong Brand Heritage

Imported Brand

Premium Quality (Two Leaves & a Bud)

ISO 9002 & HAACCP Certified

Weaknesses

Low Awareness

High Price

Opportunities

Ever-growing Tea Market

No other Ceylon Tea in the market

Market Penetration

Brand Acceptance

Threats

Unstable Economic Scenario

Cloudy Political Conditions

Niche Market (In terms of revenue generation)

STP:

• S-income grps

• T-niche mrkt

• P-fresheest,real,ethical,original ceylon tea

TARGET AUDIENCE

Male / Female (Upper & Middle Upper)

Non users

Brand Switchers

Brand Laggers

Clubs / Hotels / Airlines / Consulates

Catering / Food Service

Demographics:

Upper & Upper Middle income groups

A Class - Image Building efforts

25 yrs & Above

Socio-psychographics:

Seekers of Quality and Style

Status Oriented / Adventurous

POSITIONING

To position Dilmah as the premium brand that makes ‘tea drinking’ a whole new experience!

Beginning of a Fresh Experience!

Unique Selling Proposition (Share of Mind)

100% Pure Ceylon Tea

Traditional Method of Tea growing

Unique Product Perception (Share Of Heart)

Quality

Heritage

PRODUCT

Dilmah Exotic range with exciting new flavours such as Passionfruit, Pomegranate & Honeysuckle and Apple, Cinnamon & Vanilla

the Dilmah t-Series with its designer range

the Dilmah Exceptional range

unique ice tea range available in Berry Explosion and Lemon & Lime flavours.

Dilmah Ceylon Gold, Single Origin Tea

Their first venture into the Middle East was to bring their boutique designer tea brand, T-Series, to the UAE.

PRICING RANGE

US$0.00 - US$39.00 US$39.00 - US$49.00 US$49.00 - US$60.00 US$60.00 - US$70.00 US$70.00 - US$80.00

DISTRIBUTION

• Dilmah uses several methods of distribution in several countries. It operates in 93 global markets and it has its own distribution mode through its regional channels in certain countries and where as in other several countries it uses a native prominent goods distributor for their tea. In countries like Australia, USA, and European countries it uses its own distribution channels where the customers believe in manufacturer own brand and distribution. In certain countries like Jordan, UAE, etc. it uses a native goods distributor to distribute their tea since these customers buy the products which comes from their own distributors.

PROMOTION

• Tea boutiques

• Free samples in offices, colleges etc

• Exhibitons:golf, hsbc, dubai festical, gulf food, world expo in dubai

• Collaboration with le meridian, crown plaza, emirates(sl-uae) and srilankan airways(sl-uae) HILTON HOTEL, Sands Hotel, The One and The Club, Abu Dhabi,

• Cricket page-http://static.espncricinfo.com/ db /INTERACTIVE/DILMAH/GREATS/PLACES/ DAVID_HOOKES.html

• Fb,twitter

• Dilamh tea party after match

• Tv intervies,print media-gulf news paper(uae)

• The Dilmah tHouse at the Volvo Ocean Race. Public Event • By The Dilmah tHOUSE at the Souk

• Watch the Golf Championship giants while enjoying your favourite Dilmah tea

• Public Event • By The Dilmah tHOUSE at the Souk- the Abu Dhabi HSBC Golf Championship is now one of the biggest events on the PGA European Tour, regularly attracting some of golf’s most famous names.The Abu Dhabi HSBC Golf Championships, now in its seventh edition, is a hugely popular tournament in a packed calendar for the world’s top golfers, but this year is one of the most exciting to date with Tiger Woods coming to the UAE’s capital for the very first time.

• UAE Sri Lanka Trade to Expand with Unconventional Products at Dubai International Boat Show & Gulfood 2011

• The News featuring Articles & Write Up about the Dilmah Story and its Heritage

• Interview Plugs

COMPETITORS

• Lipton

• Waghbakrri

• Twining

• tetly

COMPARISON BETWN LIPTON AND DILMAH

Lipton Yellow Label

Taste - 2.5

Aroma - 2

Color - 1

Quality of Tea Bag - 2

TOTAL - 8.5

Dilmah

Taste - 3

Aroma - 3.5

Color - 4.5

Quality of Tea Bag - 3.5

TOTAL - 14.5

RECOMMENDATIONS

PRINT

Newspapers

Full Page Launch Ads in DAWN / The News

Follow up Half Pgs & Qtr Pgs Ads

HAVE A Brand Ambassador.

The supplement will also contain a Trial Tea Bag

Magazines

Specific Targeted Monthlies / Weeklies / Quarterlies

Flip Top Magazine Ads with a Free Sample will be attached for inducing Trial

Hoardings

Mega Sites at Strategic Locations so as to build image and maximize visibility of the brand

Shop Signages to be placed at all our targeted stores

Dilmah Tags on Hotel Occupancy Doorknobs

Tent cards

BELOW THE LINE ACTIVITIES

DILMAH TEA TROLLEY

Exclusively Branded Tea Trolleys for Dilmah with branded crockery, specially made to serve in Business Meetings, Hotel Suites, Clubs and Hi Tea