Assessment 2-Business Report: Expansion of a Product into an Emerging Market


Suppose you are a strategic consultant for a company that intends  expanding  its  business  You  suggest  that  the

‘Emerging Market’ is a good option. The CEO asks you to make a study and prepare a report.(You may choose any one country from the emerging countries )

As its consultant, your report to the CEO should include your  analysis  and  recommendations  on  the  following areas:

(1) Detailed  analysis  of  the  country  from  the  emerging market.   Why as a location the country from the emerging market is important? Particularly for the industry you have chosen.

(2) What should be the mode of entry for the new firm and the reasons why you think the company would succeed if it chooses the particular mode of entry.

(3) What  other  business-level  strategies   you  would recommend to the company? Why?

(4) Use the strategy tripod to evolve a success strategy for the  company

(5) Choose  a  product  that  can  be  launched  into  the Emerging Market and justify using theories and models the feasibility of success of this new product in the emerging market.

You  will  need  to  conduct  extensive  research  and provide a comprehensive report to  the CEO justifying your recommendations

*Introduction of new products will be given credit.



Currently, UAE ranks first in the number of operative automobiles in GCC and MENA region. This equally increases the demand for mechanics services as a complimentary of the rising number of automobiles in UAE. RMD Cars is a unique and a modernized concept that shall be adopted in the auto industry in Dubai, UAE. RMD Cars application will strategically be integrated into the UAE auto-mobile as the first pre-service enquiry mechanic services. This market is rich with opportunities and attractive since research has established that approximately 80% of the total vehicles in the UAE are passenger cars while only 20% are commercial vehicles with the number expected to rise to over 3 million cars in 2020 (Alkheder et al., 2016). In a similar note, the mechanic’s services are rare and comparatively uneconomical to seek for mechanical services of experts as opposed to the Western countries.  In order to successfully venture into this marker, we shall partner with the UAE mechanics association which is the primary source of the mechanic services. Through such an engagement, we shall be in a position of exploring the resources available to the commission and liaise with government for legislation.

After a successful induction in this field, apart from the mechanic’s services, simpler cars-oriented services shall be offered including car fuelling, cleaning services and answering questions related to cars efficiency in use. Similarly, it is also intended that in future, the business market scope shall be expanded geographically in GCC and MENA regions after a successful establishment of their brand in UAE.

ABCDE Analysis    

ABCDE analysis is based on four constructs which are the Assessment, Baseline, Components, Down to Specifics and Evaluate and is used in the analysis of a provided business model or a particular business strategy or an operational conceptualized idea or business systems. According to Aithal (2015), these are determinants in critical areas through analysis of the primary regions and identification of these essential constituent elements. In the context of this analysis, the ABCDE analysis framework is adopted in line with other established analyzing techniques such as Competitive Profile Matrix, EFE, BCG analyzing structures, Porters five Forces Model and PESTEL analysis. In this case, the future of this project is inevitable and to the benefit of the application.


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