Samenvatting

GSB Grötsch is interested in entering the Dubai market by exporting or by opening its branch in the UAE and thereby increasing its financial recourses and its market share.
The company is active in building and construction industry, therefore the Dubai market has been chosen for this export policy plan. Dubai offers a lot of opportunities for western companies and their big investments by having a tax-free policy and simple business regulations.
The product is an integral floor system named The Flexa Thermovent system, which is good for solving problems related to communication engineering, heating, cooling and ventilation. To enter the new market successfully, GSB Grötsch needs to distinguish its product by its High German quality and integrated cooling system.

This system consists of fireproof materials and has a good price-quality relation. The German quality and environmental friendly substances, its flexibility and usability in every office need to be highlighted.
The target groups of GSB Grötsch are building owners, real estate companies/architects and consultants and construction companies, who are looking for a high quality product which makes working space bigger, flexible, air-conditioned, healthy and safe.

There are many competitors on the Dubai's market, but the unique concept of the Flexa Thermovent system makes the market attractive enough to enter to.
This market is oligopoly and is dominated by a small number of businesses which have the biggest part of market share and the power in the market.
This market form makes it rather difficult for new entrants to enter the market. Also it is very competitive and price sensible.
To highline the unique sales point of the Flexa Thermovent system, a strong marketing campaign will be needed. Promotion and price strategies are very important for the company to be successful and to book any profit. Using an agent may help GSB Grötsch to build its own network and image in Dubai.