They have a
parlor opened at Al Diyafah Street in Deira. There is no official study to the
exact market share. The prices in the parlors are about 10% higher to that of
franchises in London and Canada. The other competitors in the family line are
Igloo, Unikai, Kimo Cadbury, Mamma- Mia, and also those previously mentioned.
Hags n' Das, Cadbury's, Baskin Robbins and have an importation, the rest are
local manufacturers. Below mentioned is the approximate market share. Estimates
provided by Kwality and Unikai year 1996 Overall market growth 20% on yearly
basis Social and Cultural environment- We intend to target our products to the
affluent society of Asian sub continent where they prefer fresh fruits, the
attempt which is being made to introduce ice-cream made of fresh fruits are
likely to catch up in no time even if they are slightly higher priced as
compared to conventional ice-cream. Since conventional ice creams like that of
Vanilla, Chocolate, Strawberry will also be produced, we have not neglected that
segment too. From the research conducted it was evident that most of the ice
cream consumers want a change from the normal ice creams available and have also
shown much excitement towards the opening of Ben & Jerry's in Dubai. Taking into
consideration the hot and the humid climatic conditions, people show acceptance
towards cold foodstuff - whether cold drinks or the ice creams. Ice creams are
not consumed on daily basis, but families do buy and consume it in bulk(family
packs of Bulk ice-cream 1litre, to 5litre containers). The average income per
family is about Dh. 5,000/- in which the consumers can afford to consume the ice
creams in parlors. Legal and Political-Rules and Regulations- 1. Trade license
for importing foodstuff. 2. Import & export license. 3. Health certificate of
the food we are importing. 4.
Original Invoice. A very important step should be
done before anything. Which is to get a sample in advance from the food we
intend to import and send it to the lab at the health department which is
located at the port, the results of the experiments are given within an hour.
The other way to do it is by importing the goods and at the port we check them
in the lab. The food will be shipped in a cold container. After certifying the
documents the goods are released from the port then and before storing the
municipality should approve it, after that there will be an inspection every now
and then from the ministry of health. They inspect the packaging, the delivery
method, and the expiry date. Our approach to Chamber of Commerce was not very
productive as we understood that not only do most of the countries around the
world not have any Franchising law but Chambers of Commerce also does not
involve themselves in this exercise. The simplest system to know about the
various Franchises available could be to approach the trade or diplomatic
missions of various countries who have substantial data on established branches
in various categories. Economic Conditions-Compared to other GCC, countries, it
has political stability, very low inflation, the stability of the currency
against the world's major currencies and affective bank industries. The Dirham
is pegged to the dollar and it is exchanged at 3.665 for a dollar. The
government is giving new opportunities to make the economy less dependent on the
oil revenues. The per capita living is at $23,500 same to that of NewYork, which
shows that there is a high consumption on the disposable income.
