A Report on Launching a Business Abroad

Group Members:

Adil Haroon 31652

Suheer Patras 33604

Submitted to

Abstract: Sir.Taha Bin Hasan

Pakistan is unfortunate to face severe Energy Crisis challenges today. Electricity,

DATE:

08th August 2019

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 Acknowledgement:

We take this opportunity to express profound gratitude and deep regards to teacher Sir
Taha Bin Hassan for his exemplary guidance, monitoring and constant encouragement throughout
the course. The blessing, help and guidance given by him time to time shall carry a long way in
the journey of life. Also take this opportunity to express a deep sense of gratitude to university for
designing such a course which helped to know about how a research is conducted by professionals
and how much time and effort it requires to do it. Lastly, we thank Almighty, family and friends
for their constant encouragement without which this research wouldn’t have been possible.

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 Abstract

The Country selected to start a business is Dubai due to several factors which support
international business. We thought of launching a Pakistan Restaurant of our new business trying
to minimize the risk of failure. The Restaurant we would launch is the very well know The
Pakistan Taste, they are all about good old-fashioned Aussie values. We believe in quality
ingredients, and providing same taste as in Pakistan with cooperative and friendly staff and unique
restaurant structure and design with best location to make our competitors tough time and make
for an unbeatable Pakistani Restaurant in Dubai with Great experience.

Table of content

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Business idea:

Our business idea is to open a Pakistani Restaurant in Dubai, from Karachi to Abu Dhabi because
according to the facts, this is the most suitable place to start a business as many Pakistani are
living there as a Expatriate who are missing the taste of Pakistani food, Our main target will be
serving lunch and dinner which include many dishes like Chicken and Beef Biryani, Nihari, Paye,
with best deals with low price. So that we maximize our profit and make our name in market.

Vision:

Our vision is to maintain the taste of Pakistani food to all around the world and keeping the
quality taste, ingredients to satisfy customer and make them feel as home with providing them the
best food which would help us to expand our business to other countries.

Mission:

Our mission is to make our Pakistani expatriates happy and make them feel as home and give
them the taste of Pakistani food with same taste and ingredients.

History:

We are launching the Pakistani restaurant in Dubai to Target our Pakistani customers and the size
of population of Pakistani are huge in Dubai, Pakistanis who are living in different countries
search for their cultural food, from Pakistan many food restaurants have moved abroad to
maximize their profit and fulfill their consumer need but many of them didn’t do well. The dish
that we are specialize to launch in Dubai is Biryani, we will launch Beef, Chicken, Fish, Prawn
Chickpeas Biryani and Nihari Biryani the idea to launch biryani as our specialized dish is relevant
as we have an expert chef who makes an immense taste of biryani and know how to make masala
and utilize their taste, Biryani is the all-time favorite dish in Pakistan.

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INTRODUCTION

Dubai is business hub and a global city, the city generated its wealth from oil reserves, and the
city has millions of visitors every year. With spectacular architecture skyscrapers and a riches, it
attracts many people from developing countries to find jobs.

The population of Dubai is 3.137 million however the increase of investment and job
opportunities in Dubai have led a huge number of expatriates to UAE the recorded population of
UAE is 9.2M out of which 7.8M are expatriates and 1.4M are the locals holding Emirati
nationality.

Legal information

Just as is the case in other Gulf States, the legal system in Dubai is a mix of Sharia (Islamic Law),
Civil and Criminal Laws, implemented by the Federal Judiciary, comprising courts of first
instance and Supreme Courts. The Supreme Council of Rulers is the highest ruling body in the
UAE. It appoints the five members representing the Federal Supreme Court, who presides over
matters like constitutional law and rule. Local government is also involved and plays a vital role
in legislation within each emirate.

Dubai Culture:

Emirati life is very much geared around families, with marriage and children being the shield of
society. Hospitality plays a key role in Dubai culture, especially to strangers or newcomers,
although older and more traditional Dubai citizens may be more reserved. Do not be surprised if
you are invited to join an Emirati family for refreshment, and when carpet or jewelry shopping in
particular, your tea will arrive almost before you do. It is polite to accept Dubai tradition like this
graciously.

Islam and Dubai culture

Islam is the fabric of UAE society. Muslims see the Qur’an literally as the word of God, and it
issues very specific moral guidelines, dealing with all issues of daily living. For this reason, the
book itself is strongly revered, and must be respectfully treated. Although the most open of Arab
societies in its culture, the Muslim tradition in Dubai is no different.
Ramadan, the holy month for Muslims, is marked by prayer, fasting and charity. As an Islamic
country, Dubai culture is no different and many restaurants and cafes close during daylight hours.
Non-Muslims should not eat, drink or smoke in public, but do so only in private or at specially
closed off hotel restaurants.

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Dubai Cultural Behaviour:

Hospitality

Dubai is a modern city that welcomes visitors from around the world. However, as it is also a
Muslim city, there are certain factors to take into consideration in terms of dress code and
behaviour.

Belief

Religion plays a significant role in the culture of Dubai. Mosques can be found throughout the city
and at sunset the call to prayer can be heard across the rooftops. It is possible for non-Muslim
tourists to visit certain mosques in Dubai; perhaps the most impressive is the Jumeirah Mosque,
tours of which can be booked through the Sheikh Mohammed Centre for Cultural Understanding.
Ramadan is a popular time of year to visit Dubai; although all residents and visitors must refrain
from eating or drinking in public in daylight hours, it is a wonderful time to experience the local
culture and strong religious heritage of the city. Non-Muslims may eat and drink in designated
areas, and many hotels and shopping malls will have various outlets that remain open during
Ramadan.

Visitors

Visitors to Dubai should dress modestly, particularly in conservative areas and public places.
Swimwear is acceptable at the beach or around the swimming pool, but visitors should cover up
elsewhere. Shorts and T-shirts are suitable attire in many places, although when visiting mosques,
religious sites or older parts of the city, both men and women may feel more comfortable wearing
loose-fitting clothes that cover shoulders, arms and legs. Women will usually be required to wear
a headscarf when entering mosques.

Modesty

Courtesy and hospitality are important virtues in the Arab world, and visitors will enjoy the
friendliness and warm welcome provided by locals. If you are invited to a majlis, remove your
shoes at the entrance. Males and females will probably be escorted to different sections. If you are
sharing a meal with your host, accept food and refreshment before moving on to matters of
business. It is important to stand up for new guests and older or higher-ranking people, and men
are expected to stand when a woman enters the room. When greeting a member of the opposite
sex who is Muslim, it is important not to offer to shake hands unless they extend their hand first –
both men and women (more commonly women) may prefer not to shake hands with the opposite
sex due to religious reasons.

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Customs and traditional beliefs.

It is customary to accept food and drink with your right hand; this is also the hand you should eat
with. Avoid showing the soles of your feet, or pointing your foot at anyone. If you are sitting in
front of an important guest, it is considered rude to cross your legs. Do not beckon or point with
your finger; if you need to use a hand gesture, use the whole hand. If you are hosting Muslim
guests, do not offer those alcoholic beverages or pork. Alcoholic beverages are available in
licensed bars and restaurants in Dubai. In order to get a license, an outlet must be attached to a
hotel or sports center, and therefore, most bars, pubs and licensed restaurants can be found inside
Dubai’s hotels. Visitors may also purchase alcohol from Duty Free shops at Dubai International
Airport, as long as they observe the limits set by Dubai Customs. Drinking and driving is strictly
prohibited, and Dubai Police take a zero tolerance approach – in other words, it is not safe to have
even one drink if you are driving. Visitors should remember that, as Dubai is a Muslim city, a
more modest code of behavior is required. Being drunk and disorderly in public is unacceptable,
and may result in a fine or worse.

Does Dubai have its own Dishes?

There are so many exotic dishes in Dubai which have a great taste namely Manousheh, Iranian Sangak, Chelo
Kebab, Al Harees, Al Machboos

Targeted population
The target population is the 7.8M expatriates who are currently living and working in UAE.
Out of these 7.8M, 1.2M alone are living in Dubai so there’s a huge market to be captured in
Dubai.

Exchange rate:
1 United Arab Emirates Dirham = 43.49 Pakistani Rupee

Business strategy:

We would use Transitional strategy because we are stepping in food sector, a restaurant business
focuses on the local people’s demand. In Transitional strategy we will be having high pressure of
local responsiveness and high pressure of global integration, we would be competing with the
local restaurants and the Pakistani restaurants those who have started their outlets in Dubai.

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Competitors

 Lal Qila Dubai

 Ravi restaurant

 Al Ibrahim Palace Restaurant

 Spinzer

 Bar B.Q Tonight.

Political system of Dubai:

Dubai is constitutional monarchy this means that the national leader cannot be challenged in elections, but
that nevertheless he is no “absolute” ruler, as it is his duty to follow the constitution, which is above him.

The reason to choose Dubai to start a business?

Dubai is investor friendly and starting a business in Dubai is not very difficult. Moreover, when compared
to the rest of the world, Dubai is safe, both for residents and investors, which makes it one of the
favorite places for investment. Secondly Dubai is business hub that welcomes all sort of businesses
and the targeted population and the diversity in cultural are two concrete reasons for us to start a
restaurants in Dubai.

Targeted population is 1.2 million Pakistani in Dubai, moreover expatriates from Bangladesh,
India and Afghanistan could be our secondary as they even share some similar cultural traits. The
diversity that Dubai holds is what all food sector businesses are always looking for.

FULLY OWNED SUBSIDIARY:

Fully owned subsidiary would be used to setup our business in Dubai, which means that we would
be going by our self to Dubai start the business. The reason to do so is that we know the market
that we are focusing and it won’t be hard for us to settle our business in few months.

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Framework of Staffing Policy.

Ethnocentric

We would some hire some Pakistani staff as they can speaking Urdu and can understand the provisional
languages of Pakistan. Also the working ethics of Pakistanis is different as compared to other expatriates.

Geocentric

In food sector experienced workforce is required, so to have the best workforce in mandatory. It
is possible that we might hire Afghans or Indians for our restaurant.

Intellectual property Rights

Intellectual property rights is our right as a restaurant to register our restaurant name logo in the
Dubai, which would approve before we start our practise tangibly.

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ORGANIZATIONAL STRUCTURE:

Our organizational structure is functional as many business around the world. This is commonly
use structure across the world. As we don’t have much products so we have decided to use this
structure for our business

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Marketing strategies
Product orientation;
as our main product is biryani, Beef, Chicken, Fish, Prawn Chickpeas Biryani and Nihari Biryani,
so we have to market our product likely.

Pricing strategies
Marketing diversity;
We would be making a quality product so that the customers are willing to pay a premium prize.

Push Strategy
We will use push strategy as we would be prompting our business to gather the
audience that we are targeting.
Rule of Man
UAE follows the rule of Man, as the crowned King and the loyal family are above
the law.

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Dubai Economy:

GDP Growth rate

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Inflation rate

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Employed Population in Dubai

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References;

http://www.dubai.ae/en/Lists/Articles/DispForm.aspx?ID=147&event=Arriving%20in%20Dubai&category
=Visitors

https://traveltriangle.com/blog/dubai-cuisine/

http://www.emiratesnbdresearch.com/research/article/?a=dubais-gdp-growth-slowed-to-19-in-2018--
1320

https://www.focus-economics.com/country-indicator/united-arab-emirates/inflation

https://www.arabianbusiness.com/expat-citizenship-could-help-solve-dubai-s-economic-challenge-
646791.html

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