Mercedes-Benz advertising, marketing campaigns

 

Mercedes-Benz marketing campaign in 2018 focused on the effectiveness of the workflow of the different departments the company has in order to cover all needs from sale to delivery. This places high demand on the company's logistics and its documentation. The company has many different solutions including using a bar code for car registration and also the planning for logistics. Mercedes-Benz CPH has a variety of cars including passenger cars, trucks and vans distributed in many areas all over the world by a clear process that makes the workflow goes smoothly. The company depends on the concept of "delivery on time" for ensuring the policy of time saving and to do the work in a smarter way. Barcodes are printed on all the company's product including keys and this helps the company to match its products against each other and present effective service even after sale. According to the company's annual report, its unit sales of 2018 were up by 2.4% to 3.4 million which is better than 2017 that were 3.3 million vehicles sold. Yet, Growth in the Group revenue was about 2% to €167.4 billion which is lower than that of 2017 that was €164.2 billion as well as the company's net profit of 2018 that was €7.6 billion while in 2017 it was €10.6 billion. (Daimler, 2019)

The company can improve the return on investment of its international car launches by applying many different strategies. The company can find lower cost methods for investment or it can use different advertising techniques within an innovative advertising portfolio, it can also make a rebalance for its regularly spending plans and can take advantage of innovative tax efficient strategies for investment and asking special experts who can think long term and find successful innovative ways for facing the new market trends. The company is recommended to use Return on Investment (ROI) as it is one of the most important evaluation metrics and can be effectively used in business analysis. ROI is a performance measure that is used for efficiency evaluation related to an investment or for making comparisons to the efficiency of many different investments. This tool is a powerful one that can evaluate the current information systems of the company and its marketing tools too. It can help in making better decisions and improving the business outcomes. (Andru and Botchkarev, 2011)

The company is recommended to make different developments for the software used in the vehicles prepared to face the current and coming automotive technology and at the same time to reduce costs spent on that technology through finding the most convenient talents who can find new technology that can be less expensive than current technology used. This will need the company to seek software engineers who can apply dynamic work environments related to Silicon Valley startups to the automotive industry. The company can also apply mergers and acquisitions in order to make use of the in-house technical knowledge and experience of other companies. This occurs in many different examples in the automobile sector such as the German supplier ZF Group, that paid US$12.4 billion in 2015 to acquire TRW for purposes of expansion into the electronic safety and connectivity market as it took a 40 % share in vehicle radar supplier Ibeo Automotive Systems in 2016.  This can solve challenges related to innovation and stands against the threats profits distribution strategy based on old marketing strategies. The company should give much care to the ethics related to technology use and corporate social responsibility as it should focus on using clear and clean energy in addition to be careful not applying experiments on animals in order to save the environment and keep it safe. It should also give a concern to regulatory issues such as safety and environmental regulations as the company has to realize the different relevant regulations and follow them in order to follow the ethics of the industry and improve the image of its products. The company should also to make different analysis to improve its performance and growth and increase the business revenues. The company has to regard the regulations of different countries all over the world where its products are distributed in order to follow the ethics of the industry and apply it effectively. (campaignlive, 2019)

Part2

Research and feedback overview

An interview was made with CEO of Zawawi Trading Company LLC in Muscat and he stated that the company had a humble start in 1972 and it is now one of the leading companies in the Sultanate that has a business with the leading international brands in the automotive field including Merceden-Benz. He confirmed that there are marketing strategies the company is following in order to increase sales and revenues, he mentioned the strategy of having different divisions for car services calling it the multi-divisional company as there are four main divisions in the company and this helped making the business stronger year after year. He referred to show room division, spare-parts division, pre-owned cars and after sale service division. He explained that each of these divisions can have its own marketing strategies and apply it in a way that can increase revenues and present the product in innovative way. He also referred to the need for teaching employees and engineers in all these divisions how to innovate in the way the products can be developed. He explained that there is a special division for innovative suggestions for marketing the products and developing them. He discussed the importance of innovative means to attract customers and make them realize the benefits they can get from the Mercedes-Benz in particular as engineers can explain this in the company's showrooms and provide effective aftersales facilities that are in Haima and Sohar for supporting Mercedes-Benz owners with the needed expert and prompt service after sale. 

He confirmed that all Mercedes-Benz cars presented for sale in Oman are products that need much interest to be well marketed for customers. He mentioned the role of the public relations professionals and their strategic objectives. He stated that the public relations in the company as the PR campaigns aim mainly at targeting customers' needs, motivations, wishes and interests and address them and to reach as many people as possible who have the same interests in relation to automotive products. He also referred to the PR planning strategy that includes many different channels for communication with customers and discussing different details relate to products with them effectively and how to meet the needs of the different scales of customers. He spoke about the new car sales and the innovative ideas the company makes to reach its customers and give them a memorable experience and referred to the Muscat showroom as an example as the place has undergone a full redesign and provided high quality standards in offers, presentation and customer service, this included including new passenger car showrooms in the new facelift and it was extended to have an area for customers and another area for pre-owned Proven Exclusively cars that each target a different scale of customers and give them the needed care before, during and after sale in addition to the Active Service Bay that gives the ZTC customers the opportunity to have full comfort looking into the vehicles with the help of certified technician provided by Mercedes-Benz and are allowed to innovate in the way they explain and suggest ideas on the customers. 

He confirmed that Mercedes-Benz has developed its technology highly the latest years stating that the authors' recommendations about technology are very important and needed to add much development in the technology Mercedes-Benz vehicles have as the market is full of innovative cars that run with electricity or that are hybrid in the use of different fuels. He also confirmed on the recommendations suggesting the company's interest in ethics and environment care as old types of fuels such as petrol can be very harmful to the environment and should be replaced by innovative new types such as solar energy and electricity because people began looking for such cars and he suggested that this may be one of the reasons that made sales of Mercedes-Bens reduces in 2019 than 2018 and 2017. He also referred to the recommendation of software development, he confirmed that Mercedes-Benz has added much technology to its different old models and innovated that of the new models in order to cope with needs of the youth and technology in the world. He explained that the younger Omanis prefer sport cars that can endure strong journeys and races and this makes it a necessary for Mercedes to add new technology software to its sports cars in addition to launching innovative sports car models. He also referred to the new channels the PR campaigns reach customers through such as social media channels as they try to understand how the youth thinks and what the preferred types of cares, spares and new software and developments they need to be added to the cars they prefer, they can communicate with the youth and write the reports that are sent to the manufacturing company that regards all needs of customers and then to make developments based on these needs and wishes. He added that the recommendation of applying mergers and acquisitions is a good suggestion that should be presented for the manufacturing company in order to focus on it more in the near future because it can open new innovative channels for more developed and fuel-hybrid cars people will love and find supportive for the environment and safer for their lives and health too. He supported the idea that recommends the company to have many various analysis that can be effective in measuring and evaluating how revenues of the company differed from a year to another and what the factors that affected decline of profits or sales in the recent years. He added that analysis can take various types and should be done by professionals and managers who can also work with the public relations team before launching any campaign in order to coordinate between each other and reach effective solutions that can attract customers and make them more satisfied with the products.   

This shows that it is necessary to investigate the market and its new trends, needs and cope with the innovative technology and software that people need for their comfort and safety through their driving experience. The analysis can help in finding out any existing gaps or problems with the current products and then this can help in innovating solutions that can face the cuurent severe market challenges. (Parkin et al, 2017)    

 

 

   

 

 

 

References

1. Andru, P. Botchkarev, A. (2011). 'A Return on Investment as a Metric for Evaluating Information Systems: Taxonomy and Application.' http://www.ijikm.org/Volume6/IJIKMv6p245-269Botchkarev566.pdf
2. Campaignlive, (2019). ' Mercedes-Benz advertising, marketing campaigns and videos.' https://www.campaignlive.co.uk/the-work/advertiser/mercedes-benz/7618
3. Daimler, (2018). ' Annual Report and Full Year results.' https://www.daimler.com/investors/reports-news/annual-reports/2018/
4. Parkin, R. Wilk, R. Hirsh, E. Singh, A. (2017). ' The future depends on improving returns on capital.' https://www.strategyand.pwc.com/gx/en/trends/2017-automotive-industry-trends.pdf
5.     

Strategic Plan Almarai Company

 Background and Context

Almarai is a great leading business for manufacturing food and beverage products and distributing them in the Middle East. It is also considered as being the largest integrated dairy company in the world. The company was established in 1977 to be recognized by customers of the Arab world as of high quality. The company depends on a strong quality culture that includes all areas such as management, the Board of Directors decisions, farming processes, manufacturing and production, products' distribution and the company's human resources development. In Riyadh, KSA, lies the company's main headquarters and there are many branches in countries of the MENA that presents different products of different areas related to food and beverage such as juice, dairy, bakery, infant nutrition and poultry. The current project is a strategic plan covering Almarai background, its vision and mission, environmental scan of the company, SWOT analysis and stakeholder analysis. The project presents an idea about the theoretical background of strategic management in addition to the practical application on Almarai Company.

The company has a big market share and it has an unrivalled reputation synonymous referring to its excellence and quality in products' delivery across the area where customers can find its products. In the gulf region, Almarai has the power that it employs more than 40,000 employees that are servicing about 50,000 retail outlets with a turnover that was more than US$3.36 billion in 2015.                                                            

Vision and Mission statements

Vision

The company has a vision which is to present superior food and beverage products for customers to be their preferred choice in the market. 

Mission

The company has a mission that is to provide customers with food and beverage products that are of high quality to support and enrich their lives every day.

Core Values

1. Innovative: Delivering new ideas, pre-empt market changes in addition to providing the consumers with enhancements for their shopping basket is at the core of Almarai ‘Quality you can trust’ promise.
2. Excellence: Maintain high excellence levels in all processes of the company.
3. Respect: Ensuring respect for all the business stakeholders.
4. Passionate: Being passionate with the consumer through adapting ideas that can help achieve the consumers' aspiration and meet their needs.
5. Sharing: Sharing different ideas, opinions and views with the consumers via different communicative channels.

Environmental Scan

SWOT Analysis

Strengths

Almarai is a market leader in food, beverage and dairy market in the GCC, Middle East and MENA areas. It is characterized with high quality products and the company is ranked on the list of Forbes as one out of 2000 strongest global companies in the world. The company has specific products such as butter and long life milk that ranges from full, half to skimmed cream milk. It depends on strong distribution network and has suitable climatic conditions that help the company keep their products safe and healthy. It also has strong market share of %60 in 2010.Its supply chain is integrated and its human resources are strong. It uses high quality technology that is advanced and updated. It has less wasting percentage than other market rivals. The company has mergers and acquisitions such as Louisene and others.

Weaknesses

Much operating costs affect the company. The company also depends highly on dairy products and juices rather than other products. Importing many of the company's raw materials weakens its position in the market in addition to working under one name only. The company is affected by employee turnover in many countries where the company works and its market share in the Gulf area is limited.

Opportunities

There are many opportunities such as growing the dairy market in the GCC area and in countries of the MENA area. Another is diversifying the company's products and innovating new ones. Marketing the company's products in seasons of tourism in KSA strengthens it as well as making use of the reduced duties that will be applied in near future on exports and imports of the GCC countries. There are also increased public and international awareness towards passive effects of fizzy drinks and the general attendance towards consuming milk and juices.  

Threats

Threats include risks of operations, the instability of political situations in some countries in the MENA and Gulf area, increased costs of raw materials and human resources, other market competitors such as KDD and others and different risks of currency rates changes.

Stakeholder Analysis 

 

 

 

Stakeholder	Role
CEO	Responsible for management and supervision of all departments.
CEO Assistant EVP bakery	Managing bakery works.
CEO Assistant EVP farming	Managing farming and relevant issues.
VP-corporate affairs	Responsible for corporate affairs.
CHRO	Responsible for human resources management.

Almarai has many stakeholders that can be classified based on priorities to primary and secondary stakeholders, among the primary ones are the company's senior management on top of them are the CEO Georges Schorderet who was appointed as Chief Executive Officer in Feb 2015. He joined the company in 2004 as Chief Financial Officer and in September 2011 he was its Chief Operating Officer. Assistant to him is Abdullah Abdulkarim. Abdullah Al Bader is the company's EVP bakery and Andrew Mackie is EVP farming. Faisal Alfahadi is the company's VP-corporate affairs and Fawaz Aljasser is CHRO, the company's chief human resources officer. The company has also general managers, managers and officers for the different departments and processes. Other stakeholders include shareholders, suppliers, customers and the community.

Action plan

1. Building a basis for future sustainability for high quality food and beverage production.
1. Improving organizational performance to keep presenting high quality products.
2. Identifying challenges and suggesting innovative solutions that enhance the company's role in improving people's lives through its products.

Equality and Diversity

 What are equality and diversity?

Market globalization has made business environments become different with their liability to include employees from different cultural background and demographic characteristics. Worldwide trends in business support diversity and support employing people from different cultures and bearing various expectations. This makes it necessary for the human resources management to realize the different needs and feelings of employees and understand the factors and reasons for any potential conflicts and tensions that may occur within the workplace. Harmony of the workplace is recommended when there is high level of diversity so human resources management in such work environment usually tend to apply diversity policy and equity policy. (Sharma, 2016)

Equality in the workplace refers to the fair treatment of all employees and regarding them according to their work performance and without putting any consideration to their differences such as race, gender, religion, age, disability, cultural background or color. Equality means to ensure the fairness of opportunities for all employees ensuring equal chances for all employees to be promoted and trained based on the organizational rules and goals and according to the recruitment targets and programs without any racial or any type discrimination. Equality of opportunity should include learning chances and progress within the organization for all employees and should also include insurance and safety measurements to be implemented on all employees according to local and international laws. (Flood et al, 2010) Equality in the workplace requires the participation of all actors in the company and empowering them based on equal rules for ensuring respect and appreciation for all employees and raising their morale which makes them able to present their best and perform well within the workplace. The human resources management should focus on ensuring that the business environment is based on equality in all areas and departments ensuring the equal involvement for all employees and providing them all with opportunities to express their opinions and suggestions that can help in innovating the organizational performance. (Dike, 2013)

Diversity within the workplace refers to the different people who are working in the business organization and the varied characteristics that can be found within employees that identify each employee such as the cultural backgrounds, sexual orientation, religion, gender or any other differences. Diversity is always found in today's business organizations and multinational companies in particular, diversity requires effective diversity management that is different from different management strategies because it focuses on respecting and valuing differences among employees and treating all employees all equally without considering certain features for some employees based on discrimination rules and based on certain variables. Business organizations need to comply with the laws and legislative needs for recruiting employees at an equal level of treatment and evaluation based on their qualifications, skills and experiences that meet their needs and targets and can support the business performance. The workplace needs to apply programs for ensuring equality and solving the problems that may appear as a result of diversity in the workplace. This can help in solving problems resulting from language difficulties, misunderstanding and conflicts that may appear as a result of individual attitudes towards discriminations among individuals. Managers should analyze differences found in employees in relation to languages, feelings, religious rituals and festivals and show high respect and try hard to understand the way each group of people prefer to be treated with in order to keep human rights and find effective communicative strategies within the workplace. (Patrick and Kumar, 2012)

Diversity and equality management in Mazars

Diversity management represents the actions and strategies applied by the organization management for promoting employees from their various backgrounds to include them within the organization's structure. This should depend on the organizational goals and the type of the industry referring to the laws and policies the company should follow. Diversity can also be a factor that supports productivity and improves the organizational performance when the company is able to employ it properly. (Madera, 2013)

Mazars Oman is led by Omani national manager who can manage diversity in the workplace as Oman is a country that includes many different people from different cultural backgrounds. The company can make use of its employees who are coming from different diversified backgrounds and it can manage diversity by many different strategies. Demonstrating the best practices of equality and diversity can help the company improve its organizational performance as the E&D policy that focuses on employees' behavior within the business organization and can monitor stress, conflicts and bullying attitudes in the workplace and then applying a training framework for effective communication among employees that can raise employees' awareness towards how to treat with different people equally such as treating women, disabled and other minorities in the workplace and consider this as a part of the organization's training matrix as all employees need to learn how to communicate with each other in the workplace. The company can exert efforts for managing diversity and handling the different issues that arise among the diverse workforce in order to develop the competitive advantage and avoid any problems caused as a result of diversity. (EEO) or equal employment opportunities legislation refers to the force of law against discrimination in the work place and try to get a business benefit for managing diversity through policies and programs that can assert the equal opportunity on all employees.(Ebie and Djebarni, 2011)

An equality policy can provide the work environment with the safety level required for raising employees' trust in the company and that they can receive the same opportunities and chances even if they are different in any way, this can also make candidates for jobs sure that selection is done in the company on high levels of respect and that only their qualifications, skills and experiences are the measure for selecting them or not. An Equity policy that the organization can implement should include all the aspects related to employment starting from recruitment and till pay and promotion and should include employment benefits, facilities access and the discipline procedures and it should set clearly the different types of discrimination an employee may be liable to and that protection is provided by the management regarding any bullying or harassment related to their differences. The policy statement should declare the work environment type of the organization and how it can provide conduct and to show what behaviors that are not acceptable within the work environment and to present information about the way the policy is put into action related to any breaches for the policy by any employee and what punishment is done based on it and how complaints can be made by employees, clients or any other stakeholders, this can raise the level of trust and help employees work harder to improve the company's organizational performance and competitive advantage. In Mazars, the company has a team for managing diversity issues and leaders who are able to involve employees within the change process that can raise their awareness regarding the need to innovate and provide their creative ideas to develop the organization and develop their career at the same time as success in Mazars is not only belonging to the company but to its employees as well. Employees' involvement is also connected to empowerment of employees in leadership tasks that can raise competitiveness among them and help them overcome any differences. (Niroula, 2018)

Authors and researchers such as Ciobanua and Androniceanuhave, (2015) found that motivation and techniques of performance appraisal can have a role in managing issues related to diversity in the workplace such as the feelings of some employees that they don't belong to the organization as they come from another culture or country or the feeling of stress of some employees who may have differences in physical appearance or religion as motivation can help management support those employees who have differences and raise their morale and sense of belonging to the organization which can raise their effectiveness and raise the effectiveness of the organizational performance. This was confirmed by Procter, (2014) who added that there are levels of motivation that can be used in a diversified work environment and that motivation can be an effective tool for developing talents of employees based on the differences they have such as for example, making employees who master English as their native language train other employees whose English may not be strong and make use of the differences employees may have based on the diversity amongst them. Procter, (2014) explained that employees' motivation can help them take decisions that help the organization achieve its goals and raise the effectiveness of the organizational performance, there are many theories that can enhance motivation for the employees in the workplace such as the motivation theory that sheds the light on the need for motivation to maintain organizational stability and the content theory that deals with the internal and external factors affecting motivation so motivation can help the organization satisfy the different needs of employees and overcome any stress that may result from diversity and differences. Madera, (2013) explained that diversity management programs companies should make use of fresh ideas that are innovative and motivate them in a diversified workplace as they can improve the firm growth and promote the organizational attitudes of employees for their welfare and the welfare of the organization.    

Challenges Mazars face in relation to equality and diversity in the workplace

Umar et al, (2018) discussed the challenges that can face organizations with diversity in the workplace such as the ethnic and cultural differences that people have and the misunderstanding of some people for some cultural customs such as clothing and food which may lead to wasting times in efforts to make the others realize and understand the nature of people's cultural customs and this can delay work delivery and reduces effectiveness of business results, differences in languages can also work against the achievement of the business tasks as it also lead to misunderstanding of commands of leaders from different cultural backgrounds and talking a language that the employees may not realize properly, another challenge that can threaten the safety and stability of the work environment is hostility that may appear as a result of bullying based on differences in religion, color, languages or any other differences as hostility can lead to serious business conflicts and problems and there is also conflicting issues that occur within teams which can reduce the effectiveness of the teams and reduce productivity. Diversity in the workplace may lead to conflicts between employees when there is a need for taking risks as this may lead to the difficulty of taking decisions so effective leadership can manage such issues through coordination and utilizing the best skills in each employee and lead them towards the best techniques for taking the required risks.

Other authors discussed the benefits from having diversity in the workplace and how companies can manage equality to make full use of such benefits. Foma, (2014) discussed the impact of the workplace diversity and how the company can make benefits from that diversity through focusing on the talents and develop them in addition to exchanging information about different cultures to enhance the cultural backgrounds of employees within open discussions and meetings where employees can understand each other, accept each other and have more space for innovation and creativity. He added that training is an important tool for making benefits from the diversity in the workplace and to reassure equality as there should be a diversity training program that can support all employees equally and raise their experiences and skills, training can raise employees' satisfaction and improve their acceptance to different people in the workplace as they can all feel equal when they are engaged into a training program that can ensure equal promotion and development opportunities.

 Conclusion

In conclusion, it is important to refer to the changes that are occurring in today's business world and how human resources management can face the challenges associated with these changes. Changes include the diversity in the workplace which refers to the differences that are found within employees who can come from different areas to work in a new country and this can cause difficulties and problems that management should tackle. Equality refers to treating all employees fairly without considering any differences that may affect the assessment and management evaluation for their performance and to select employees based on their skills and qualifications with no regard to differences in race, color, sex, religion or any other cultural differences, equality needs to be managed by the company's management in order to make use of the benefits from diversity in the workplace. Challenges that can be faced from diversity in the workplace includes the stress and misunderstanding that can occur as a result of different ideas or suggestions that may not be well understood by some people from different countries. Lack of effective communication is another important challenge that companies with diversity among employees face because languages may be different and employees can't understand the way others express or some leaders order them which can reduce the effectiveness and success of the performance of the organization. Mazars is an international company that has a wide variety of employees, it faces the challenges associated with cultural diversity such as hostility but the company applied diversity management systems that can provide employees with different opportunities for promotion and leadership which can help motivate them and raise their morale and job satisfaction.

 

 

Growth Patterns in Business Organizations, The UAE as an example

 Introduction

Rapid expansion of the product can cause many problems such as outgrowing the premises on the short-term, the staff suffering and morale drop if they are not able to cope with the load of work, expansion costs may also lead to a shortage in cash and management may be working under pressure. An Omani cosmetic company is marketing organic skin care product and is facing rapid expansion locally and based on product diversification. The company is in need to restructure its strategic planning in order to meet the new needs and requirements. The current paper is critically discussing theories that are relevant to that issue and is making recommendation the company can follow to develop its performance. The essay is suggesting methods for involving the company's employees in decision making and planning through identification of issues relevant to managing people and suggesting ways to manage the relevant issues effectively and ethically. (Etemad and Keen, 2012)

Discussion

Business organizations have different growth patterns as some of them are slow-growing firms and others are high-growing firms. Research has been giving interest to HGFs as they are changing the economic conditions of employment in modern business world. Some Studies investigated the issue from the side of job creation made by HGFs and others investigated innovation, productivity upgrades and industrial dynamics related to those firms. There is a gap in the literature about management in HGFs and the strategies they use and means they apply to facilitate that rapid growth and face challenge to expanding and to have more opportunities of having new entries so it is important to decide what type of organizational change the organization should implement. (Mason et al, 2009) It is suggested that the company can complete growth of its product in a new country that can be a new entry such as Dubai and to do this, analysis should be executed to recognize the different conditions the company is working at in that area, SWOT analysis can be done as follows:

SWOT Analysis

Strengths -The company has good reputation in Oman and the product is doing well there. -The company has good growth rate in Oman. -The company has experts and effective employees. -The product is organic which is a merit in skin care and cosmetics' field. -The company has effective management and can make more changes in it.

Weaknesses -The company needs to analyze the new entry market to learn about competitors. -Cultural differences between Oman and The UAE. -Employment conditions in the UAE can differ from those in Oman. -The product is new and in the UAE there are many cosmetic products that can threat its existence.

Opportunities -The company can apply Return On Investment (ROI) to manage culture change. -The company can apply compensation and benefits policies to reduce costs. -The number of people who are interested in organic products is increasing in the Gulf area such as The UAE. -The UAE is a country of a big population estimated to be 9.631 m. -the company can use effective communication tools depending on different new media channels.

Threats -Big companies in The UAE may fight the new product expansion and hinder it. -the company may not be able to manage its employees, planning and performance. -The company may suffer problems relevant to human resources management and employees' morale. -Recruitment process may include conflicts and problems that may hinder the expansion plans in the UAE.

PESTLE Analysis

The company is in need to improve its growth rate in the UAE and use effective distribution plan and increase its sales revenues. A PESTLE analysis can be effective before entering the market of the UAE and it can discuss the external environmental factors in the UAE that can affect the product expansion and diversification in the UAE as follows:

Political	Political conditions in the UAE are stable as the country doesn't suffer any civil war, terrorism or any political problems which make it effective to market the product there. Politics in the UAE gives investors the opportunity to market their products there and expand the diversification of the products there. The country doesn't suffer any conflicts with its neighbors except some conflicts with countries on oil revenues.
Economic	Economy of the UAE is flourishing and its GDP per capita is high. The company has unemployment rate which makes investing there is effective as employing native employees or others from different nationalities. Foreign direct investment in The UAE is high.
Social	People living in the UAE prefers good life styles and organic products, they prefer to make shopping trying new products especially women who like innovative cosmetics products. The Emirates' society includes people from different cultures and countries that make a challenge when new products are marketed.
Technological	Globalization and communication revolution has made the country give high care for technology that became apparent in almost all fields and on high levels. The high financial and economic levels of the country make The UAE able to develop its technological background in all fields.
Legal	The legal factor in The UAE supports business investments as it allows investors from other countries to invest their money there and market their products with equal opportunities with local investors; the legal system in the UAE is developed and coping international laws. The legal system in the UAE is highly developed and advanced with wide use of laws in business that supports business investments.
Environmental	The environment in Oman depends on natural elements such as dry climate and desert land that is almost hot and humid, this makes people always in need for creams and moisturizing products.

PESTLE analysis can help the company prepare its abilities before entering the UAE and this can also guide the company management towards the implementation of the proper methods and frameworks that can be used with employees in order to motivate and retain them. (The Report, 2019)

The UAE Market Size

The market size of organic cosmetic products and personal care in the UAE was estimated in 2018 with USD 82.5 million and it is expected to grow at a 7.6% CAGR over the forecast period. People began to reduce usage of harmful chemicals such as aluminum salts, phthalates and parabens and there are multinational corporations that are changing its products to cope with the need for organic products as a result to the increase usage of organic products in the UAE, this can work as a good opportunity for the company to market its product in the UAE and there is a rising awareness among people locally and internationally to turn to using the natural products made from organic materials, this makes a good opportunity for the company to have the UAE as its new entry. Yet the company has some challenges in expansion of its product in the UAE market such as the great companies marketing organic products of skin and personal care there including international products such as Nivea, Loryal, Olay and others that have great market share in the country. The market in the UAE has a wide variety of skin care products with high demand on them from people, technology is also very advanced as technological innovations such as oligopeptide, are used to increase products' efficiency and shelf life, with their positive impact on the market. The UAE market is chosen by the company as it is a big market full of sales channels and clients who are interested in natural organic products for personal usage from both sexes. The country includes great hypermarkets, chemists, and supermarkets that market internationally certified organic products for personal use and welcoming innovative new products. Consumers in the UAE are ready and welcoming to spend big amounts of their budgets in skin and cosmetic products. These products are presented for the public in many beauty stores, pharmaceuticals, salons and via online stores as this is maximizing their penetration in the market of The UAE. The environment of the country is characterized with bearing pollution and this makes people in need for using organic personal care products that can help them have good healthy skins and bodies. Another challenge the company will face in the UAE is its need for diversifying its product and produce new and innovative organic products that can with this product make healthy collections people can purchase in offers that can save money and at the same time provide them with more care for all parts of the body such as other oral care products, other skin care products, hair care and others. The UAE usage of different personal care products can be declared as in the following figure:

  

It is clear that skin care products are highly used for the biggest market share amongst different personal care products which makes diversification of the product to include more skin care products a good suggestion the company can use to expand more effectively in the UAE.

HOFSTED theory and management strategy

The new company will be located in the UAE; it needs new management strategies and different performance appraisal techniques. The culture of the UAE has differences from that of Oman, the company management can apply theories such as the HOFSTED theory that can recognize differences between cultures and can focus on cultural constraints through making rational comparisons between countries, their cultures and other differences that can affect marketing certain products. The theory suggests comparing two countries or more to realize the differences between the two cultures and how the business organization can use its management to make use and manage these differences for the welfare and success of the company to reach competitiveness. The current case presents two countries which are Oman and the UAE as a new entry for the local Omani company that encounters rapid expansion for its organic skin care product. Oman's market size is smaller than that of the UAE, the theory refers to cultural dimensions, Oman is a Gulf country and the UAE is a Gulf country too, they both belong to the GCC countries while the UAE is much more developed and is bigger in size as a market, Oman's (GDP) was worth 79.50 billion US dollars in 2019 while the UAE GDP was 414.2 in 2019, population of Oman is 4.829 million persons and the UAE population is 9.631 persons. This shows that the UAE is greater in people and area and GPD than Oman with more opportunities of expansion as cultural diversity in the UAE is higher than that of Oman, tourism is much more flourished in the UAE which makes people from different places in the world come to entertain different shopping festivals, hotels and other services for relaxation and business in the UAE. Cultural diversity in the UAE makes it have opening culture to the global markets and cultures. This makes the company able to staff people from different countries not only Omani in order to make use of the effective experts that may not be existed in Oman in addition to staffing loyal employees from Oman too, multinational diversity can add differentiation in the way the company markets its products as advertising the product through different media channels can depend on people from different nationalities working in the UAE to present the product as useful for people from all nationalities and cultural backgrounds such as religions and races that differ in the way they look and live. This diversification will make marketing the product easier than focusing on Omani people only. This will require the company to have effective performance appraisal framework that is able to motivate employees effectively. Management should also depend on innovative leaders who can present innovative and transformative ideas for diversifying the products and marketing them locally and globally. (ZABIHI, 2013)

Marketing mix 4ps

Product

The product is an organic skin care product that is highly needed in the UAE, Oman and the world. Women are much more interested in skin care products but there has been trend for males to be interested in skin care products so the product can either be classified for both sexes or there can be both types of the product to be marketed as for males skins and for female skins. This will raise the request and interest of consumers with the product and will make them able to find innovative usage for the product. Packaging can also be different to be presented as one soft package for females and another strong one with strong cent for males. The product can be presented for different media channels including social media such as You Tube, Facebook and Twitter in order to reach more people in addition to the traditional means for marketing. Famous figures can also be used to market the product through the reviews they make about it and influencers on social media too.   

Price

Prices of familiar organic skin care products should be studied to set the actual price for the product. The market needs should also be put into consideration in order to measure how far offers can be made, promotions and prizes for new consumers. This can be studied before setting the price, taxes should also be considered in order to set a price that is convenient for the quality of the product and the market needs in a way that the company can make its profits and revenues without loss. Cost effectiveness strategy can be used before setting the price in order to reduce costs of production to present the product in a comparative price that can boost the market and other products in the price area.

People

The marketing process should also depend on a strong performance management system that can manage individual and organizational performance through motivating employees and managers and appraise their performance. The company can focus on modern performance appraisal methods that can motivate employees and diversify techniques of broad interpretations that can seek employees' talents and encourage them to be more creative and innovative; this can help in the product diversification and marketing. Employees can also be empowered to maintain leadership positions that can manage team working better and provide better results. Traditional methods that focus on individuals' conduct and dependability should be replaced by modern methods that focus on the results of the work rather than employees' conduct. Modern methods include MBO management by objectives that focus on specific goals or objectives that should be achieved by employees who can be motivated to achieve them. Behaviorally anchored rating scales can also be used as a modern method for performance appraisal of employees from different cultural background as it gathers the benefits of critical incidents, narrative and quantified ratings through setting a quantified scale bearing certain behavioral examples of good or weak performance. BARS proponents suggest that it provides better appraisals than other performance appraisal techniques.

Place    

Place where the product will be marketed is the UAE and this makes it necessary to study the best area the company can be located in, the Emirates is a country that has many attractive areas where people and tourists look for cosmetics and skin care products. This requires the company to study the different malls, chemists and cosmetic centers that it will communicate with in order to deal with them and market the product with their help. Oman is the place where the product comes from and there should be more expansion in Oman too in order to reach more consumers such as reaching rural areas. The place where the company is located should be vivid and attractive to attract cosmetics companies to market the product; this will make it effective to reach more people and consumers. Online sites such as Souq.com can also be used for marketing the product as innovative areas to market it. (Ehmke et al, 2020)

Diversification of the product

The product can be diversified through studying multiculturalism in order to recognize the individual needs of consumers and then to present new products that can suit the different requirements of consumers. The company can depend on concepts of multicultural beauty in order to address the wide variety of people in the UAE, this should include different ethnic minorities that may exist in the UAE. Another Technique for diversification of the product is focusing on gender fluidity that can address all consumers equally, for example, the product can be presented for both sexes and to show its effectiveness on them both. Another technique is the new aging concept that focuses on the healthy life style that depends on organic materials in all fields and then to present the product from the point of view that supports its organic nature that can suit people from all different ages.

Conclusion

In conclusion, the company can market its product in the UAE as a new entry after making SWOT analysis and PESTLE analysis that can show the weaknesses, strengths, opportunities and threats the company may face in addition to the external factors the company may face too. The company can use theories for marketing and performance appraisal and it should study the new marketing strategies through focusing on marketing mix and diversification of the product. (Casas and Mendoca, 2013)

Recommendations

The company is recommended to make more researches and comparisons between its product and others in the market of the UAE in order to be able to set prices and new promotional campaign for the product. It is also recommended to make the needed analysis to recognize its conditions and the different factors affecting it.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

References

1. Casas, A. Mendoca, p. (2013). 'Diversification as a Sustainable Growth Strategy in the Packaging Market: case study of a Brazilian company, Impacta S/A Indústria e Comércio.' https://www.researchgate.net/publication/317258282_Diversification_as_a_Sustainable_Growth_Strategy_in_the_Packaging_Market_case_study_of_a_Brazilian_company_Impacta_SA_Industria_e_Comercio
2. Ehmke, C. Fulton, J. Jusk, J. (2020). 'Marketing’s Four P’s: First Steps for New Entrepreneurs.' https://www.extension.purdue.edu/extmedia/ec/ec-730.pdf
3. Etemad, H. Keen, C. (2012). 'Rapid growth and rapid internationalization: The case of smaller enterprises from Canada.' https://www.researchgate.net/publication/235319475_Rapid_growth_and_rapid_internationalization_The_case_of_smaller_enterprises_from_Canada
4. Mason, C. Bonner, K. Danes, M. Hart, M. (2009). 'Measuring Business Growth: High-Growth Firms and Their Contribution to Employment in the UK.' https://www.researchgate.net/publication/277257755_Measuring_Business_Growth_High-Growth_Firms_and_Their_Contribution_to_Employment_in_the_UK
5. The Report. (2019). 'Abu Dhabi 2019' https://oxfordbusinessgroup.com/uae-abu-dhabi-2019
6. Zabihi, G. (2013). 'Culture and management style: A study of differences of Chinese and Swedish management style from Swedish perception.' https://www.diva-portal.org/smash/get/diva2:638298/FULLTEXT01.pdf

 

 

  

  

 

 

 

 

 

 

 

 

 

Prevention is better than Cure

 Prevention is better than cure, this is the constitution of the primary goal of health promotion programs, and health promotion activities targeted pregnant women in the prenatal periods because of its great importance of the mother and the child's life, as there is in this period, a lot of unwanted behaviors, which can be described as unhealthy where influence on maternal and fetal health that may extend its influence to the years after the birth (Bangal et al 2011). So health promotion aims to increase awareness of pregnant women the risk of these behaviors and educate women about some styles and health behaviors that target public health and well-being of the pregnant women and fetus. The health promotion activities is the best solution to the problem of increased morbidity and mortality in pregnant women and babies in the world, which has proven many studies that the main reason which is to follow the pregnant women to patterns of unhealthy behavior, and increase women's awareness of the risks of these behaviors will reduce morbidity and mortality rates among pregnant women and infants (Fatemeh et al 2010). The current assignment discusses prevalence of morbidity and mortality among pregnant women, especially in Saudi Arabia, and the role of health promotion in reducing these rates, and the role of nurses in providing prenatal care to reduce morbidity and mortality of pregnant women and infant mortality rates.

According to McNeill et al (2012) health promotion can be defined as one of the roles of nursing care, which aims at increasing the awareness of a specific category of the community to increase awareness and educate them to reduce diseases and help them to change behaviors that affect health and a healthy lifestyle contributes to improving the quality of life and well-being. Ladewig (2010) defined pregnancy as a period of formation of the fetus, which begins on the day following menopause and lasts for nine months as a natural pregnancy and women differ in this period from 32 to 36 weeks.

Pregnant women's health is directly linked with health of the fetus, especially in the formation of the child and is free of diseases that affect his life. Statistics indicate that the birth defects are one of the three main causes of infant mortality, which represents 12.7% of early neonatal death, due indirectly to a lack of health promotion and awareness of women and families of reasons congenital malformations both practices and unhealthy behaviors or genetic reasons (Olusanya and Solanke 2012). Abalos et al study (2015) also emphasizes that to be 70-80% of all deaths among newborns as a result of premature birth, which is due to the reasons, practices and patterns of unhealthy life during pregnancy. Also, infants born to women with diabetes are at higher risk of mortality in the postpartum period. As for the deaths of pregnant women and mothers in the postpartum period has varied in many statistics and research results. According to WHO, and the United Nations Children's Fund, about 529,000 women die each year due to complications of pregnancy and childbirth. A recent study confirms that 16.1% of maternal deaths are due to problems in pregnancy and childbirth period, especially in developing countries (Patel et al 2013). The World Bank report has pointed out in 2014 that the mortality rate in Saudi Arabia is 300/100 thousand residents, and was among the top causes of deaths decrease birth weight, congenital malformations, and came maternal deaths in an advanced position, reaching deaths of women (3882), which is often attributed to a healthy problems and wrong practices during pregnancy and childbirth, and the women at this stage not receiving adequately health promotion activities; and in spite of efforts to improve health, but that maternal mortality refers to the 16 / 100,000 in childbirth and pregnancy, a high rates in spite of its low than the previous periods, and similarly, the neonatal mortality rates of birth recorded 13 / 1,000 live births (World Bank 2014). Due to this increase in morbidity and mortality among mothers and infants, newborns, and because research reports emphasized that women receive adequate health promotion about health problems in pregnancy and childbirth and how to overcome them the importance of programs and interventions health promotion in improving child and maternal health and reduce rates morbidity and mortality, where health promotion programs contribute to increased awareness and educate mothers, especially in the subjects and behaviors that contribute to improving the health and lead to the selection of a healthy lifestyle enhances the health of mothers and fetus together (Temple et al 2006). Health promotion can contribute to health and the reduction of many of the health problems of pregnant women and especially with regard to the acquisition of women self-care skills and management of symptoms in addition to increasing their awareness of the importance of a healthy diet pattern (McKay 2008).

Health promotion activities dealing with many topics and issues that aim to improve the overall health of the members of the community, and the longer the period of pregnancy and childbirth are important in the lives of women at the same time the stages that women face many health problems as a result of wrong practices and patterns of life do not contribute to the improvement of women's health, but cause more of the harm, which directly affects the fetus and infant health, health promotion is so essential part of nursing care in pregnancy and childbirth stage (Wilkinson and McIntyre). Health promotion activities focus on the causes of morbidity and mortality of mothers and infants at this stage, which was confirmed by clinical research results and the most important of these topics are malnutrition problems, which is the main cause of morbidity and mortality among mothers and infants and extends its influence for long periods, so a large amount of health promotion activities is to increase pregnant women's awareness of the importance of diet in which the collection of nutrients that must be met for maternal and fetal growth normally, and the malnutrition problems in pregnancy linked to many of the health problems after birth and continue for long periods may affect infant growth after birth (Wilkinson et al 2010). Oteng-Ntim et al (2012) confirmed malnutrition in the health promotion activities link to breastfeeding and how breastfeeding and the benefits to mothers and baby together on these activities and health education for mothers are in pregnancy and with the early hours of birth. Health promotion also focused on the problem of smoking and the need to pregnant women smoking cessation and the risk caused by smoking on child and maternal health, which is one of the risk factors of many diseases as targeted health promotion to support mothers in how to quit smoking. Sternfeld et al (2009) adds that the physical activity practice is one of the most health behaviors that focuses in health promotion activities because of its many benefits for the health of mothers, including the facilitation of birth, and low risk of preterm delivery that cause many health problems for the child and one of the main causes of death among newborns. Also, physical activity leads to burning fat and protects mothers from obesity, which is the one of the main risk factors of many diseases. Wilkinson and Miller (2007) refers to the need to acquisition women skills of self-care, especially that pregnancy is not an illness period require hospitalization, but is in-home care so women administration should symptoms and do self-care and request advice or referral in case of any health problems in order to achieve early and self-diagnosis which protects pregnant women from many forms of morbidity and lower rates of diseases suffered by women to the risk of mortality, such as pregnancy, diabetes poisoning. Ickovics et al (2007) confirmed on the need for attention of health promotion to unhealthy behaviors that affect the health of mothers and increase the risk of premature birth or stress such as travel and transfer and work in stressful environments cause health problems and physical problems for mothers. It is clear that the issue of the wellbeing of mothers and fetus and infant are related mainly to health promotion, particularly with regard to follow a healthy lifestyle provides for pregnant women's quality of life and contribute to improving the overall health of pregnant women and reduce the morbidity and mortality in this important period to the women.

The nurse has an important and pivotal role in the reduction of morbidity and mortality in mothers, particularly through the nursing care activities in pre-natal period. This was confirmed by Kemppainen et al (2012) of the need to nurses provide sufficient health education for pregnant women and women intending to pregnancy and are not limited to these health promotion activities to health care environments rather, extends to the sittings that increase the women's gatherings, especially in large commercial markets and universities, and to use the multiple media of brochures, leaflets, paper and SMS messages individually and collectively with women and meetings. Beaudet et al (2011) refers to the need to address health promotion in the prenatal lifestyles and bad special feeding pattern which is a fundamental cause of malnutrition as the lead in many cases to a lack of fetal growth and wounding mothers by malnutrition disease, including eclampsia and miscarriage and premature birth, nurses must offer a balanced diet lists at every stage of pregnancy and help mothers choose and to follow this kind of food and how to control the symptoms of malnutrition and appropriate interventions as a kind of self-care for pregnant women. Whitehead (2011) confirmed that nurse has an important role in monitoring the health problems in every visit by pregnant women in the prenatal period and to educate pregnant women about monitoring these problems, and how to perform early detection to reduce morbidity and mortality and open more channels of communication with women, especially during a visit health care facilities, with a focus on the need to quit the unhealthy behavior patterns such as smoking and lack of physical activity and the risk of travel during pregnancy. Lazarou and Kouta (2010) added that located on the nurses play a key role in monitoring and assessing the health and physical changes of pregnant women that can be an indicator of the presence of a health problem, especially diseases that may lead to miscarriage or premature birth or death, this point the nurses educate women about this problem and how pregnant women monitoring the problem to prevent its development and reduce them and then maintain the health of the mother and prevent illness.

In conclusion, the pregnancy is one of the most important stages of the women stages; pregnant women are subjected to many complications and diseases that may lead to the risk of morbidity and mortality. So illustrate the importance of prenatal period in increased interest of health promotion activities because of its significant role in the reduction of morbidity and mortality among mothers and fetus and infant. In spite of the efforts to improve the health of pregnant women, and attention to the child's health, in particular, the statistics indicate high rates of morbidity and mortality among pregnant mothers and infants. On that nurses play an important and pivotal role in the prenatal period through nursing care interventions and private health promotion activities, which must address the issues that constitute the main reasons in the morbidity and mortality of children and women, a malnutrition, smoking and travel during pregnancy, so nurses should focus on the increase pregnant women's awareness of the importance of a balanced diet and quit smoking and how to do self-care and stay away from what can cause health problems such as a stressful work environments and frequent and unnecessarily travel during pregnancy.