The Right Marketing Tools for Sustainable Success in Dubai, United Arab Emirates (UAE), within the Sector of Physical Security Products

Abstract

A Swiss SME operating in the physical security products sector contacted the FHNW University of Applied Sciences so as to receive recommended courses of action for the acquisition of new customers in Dubai, United Arab Emirates (UAE). So far, the company has no presence in the market of Dubai. They are active in the development and manufacturing of physical security products, such as burglar resistant safes and strongrooms, fully developed and assembled in Switzerland. The firm has its own development, assembly and service department within its premises in Rümlang near Zurich Airport. To date, the company has developed its own materials, namely Relastan and Novicton, which are implemented in their end products. In the physical security products industry, the brand is relatively known for its premium and customizable physical security products within the upper price and quality segment. The Primary goal of the firm is to expand its reach and customer base by successfully entering foreign markets, such as Dubai. This paper shall not only provide for the right set of marketing tools, but also form the basis for the decision of to whether enter the Dubai market. To date, the company does to not have any customers, re-sellers, agents, or distributors in the said region. Moreover, since purchasing processes are increasingly determined by the ongoing and irreversible digital transformation and given the high competition in the target market, a framework with suitable marketing tools addressing the new marketing environment is needed.