MARKET RESEARCH

Dubai is a city and emirate in the United Arab Emirates known for luxury shopping,
ultramodern architecture and a lively nightlife scene. Burj Khalifa, an 830m-tall tower, dominates
the skyscraper-filled skyline. At its foot lies Dubai Fountain, with jets and lights choreographed
to music. On artificial islands just offshore is Atlantis, The Palm, a resort with water and marine-
animal parks.
Dubai constantly competes with itself, trying to magnetize tourists to a dream-like world of
attractions. This drive is clearly visible in its tourist attractions, landmarks, shopping centres,
parks and hotels. Although it strictly safeguards its traditional Islamic roots, it allows space for
other religions, a rare quality in the conservative Arab world. Thankfully, it has been successful in
shielding itself from extremism, making it one of the safest places to visit in the Middle East
today. Dubai has emerged as a cosmopolitan metropolis that has grown steadily to become a
global melting pot as well as a business and cultural hub of the Middle East and the Persian Gulf
region.
Area: 4,114 km²
Founded: June 9, 1833
Local time: Tuesday 23:59
Weather: 27°C, Wind E at 8 km/h, 57% Humidity
Population: 3.331 million (Jul 2019)
GDP per capita: 43,004.95 USD

UNITED ARAB EMİRATES PESTEL ANALYSİS

 Political Factors:
The United Arab Emirates is a constitutional federation. It consists of seven emirates i.e. Abu
Dhabi, Ajman, Dubai, Fujairah, Ras Al Khaimah, Sharjah, and Umm Al Quwain. Each emirate is
governed by a ruler, while the Federal Supreme Council, highest constitutional authority of the
Emirates, consists of all the seven rulers. Abu Dhabi is the capital of the UAE.
The UAE is considered a big power in the Middle East and has considerable influences at global
stage as well. It maintains very good diplomatic and trading relations with the United States,
Saudi Arabia, India, China, and many other countries in the region and beyond. However, its
participation in the Yemen war has strained its relations with Iran, a major regional power.
It was also a key participant in the blockade of Qatar beginning in 2017 (Encyclopaedia
Britannica, 2019). It is worth noting that the UAE has recently taken initiatives to de-escalate the
critical situations in the Middle East, particularly its tensions with Iran.
limited elections are held for federal advisory bodies, political parties are banned, and all
electoral candidates must run as independents. The civil liberties for both nationals and foreigners
are restricted as well

 Economical factors: 

The UAE is a member of a number of international economic and political forums e.g. the UN,
World Bank, IMF, Arab League, OIC, OPEC, and GCC. It is the 27th largest economy in the
world. Its GDP in 2018 was 414.18 billion US dollars (Trading Economics, 2019). The GDP
growth rate averaged 4.34% from 2000 until 2018 with a big increase in 2006, and a big slump in
2009.
Crude petroleum, refined petroleum, gold, diamonds, and petroleum gas are the top exports of the
UAE. Its top export destinations are India, Japan, China, Oman, and Switzerland.
Gold, jewellery, cars, diamonds, and refined petroleum are the top imports which the country
imports mostly from China, India, Germany, the United Kingdom, and Turkey (OEC, 2019).
The UAE is one of the richest countries in the world in terms of per capita income. It has made
remarkable economic progress over the years and the factors that have mostly contributed to it
are abundant natural resources, economic diversification, innovation and inflow of foreign direct
investment (FDI). According to the World Investment Report 2019, the total FDI received by the
country from 2016 to 2018 was 30.4 billion US dollars. However, the UAE’s over reliance on the
petroleum sector is a weakness.
Generally, companies and individuals in the UAE do not pay any taxes on income or
wealth. However, major oil and gas companies, and subsidiaries of foreign banks are liable to the
corporation tax at a maximum rate of 55% (Santander, 2019).
 Social factors:

The UAE is one of the most liberal countries in the Gulf, though it is conservative
traditionally. Particularly, Dubai is a very dynamic emirate and a flourishing international
business centre. It is very modern and well-integrated with the rest of the advanced world. It
grew and evolved at a rapid speed in the last two decades.
The total population of the UAE is approximately 9.8 million as of October 2019 (World
Meters, 2019). Emirati nationals only constitute 20% of the total population, making the
country home to one of the world’s highest percentage of immigrants. Most of the immigrants
living and working in the UAE are from India, Pakistan, Bangladesh, the UK, the USA, Iran,
Canada, China, Philippines, South Africa, and Nepal. In fact, according to some sources, over
200 nationalities live in the UAE making it one of the leading cosmopolitan hubs in the
world.
The life expectancy for men is 76 years and 78 years for women in the Arab Emirates. Arabic
is the major language, while Islam is the major religion in the country (BBC, 2018). The UAE
is the 5th richest countries in the world with $74,410 GNI per capita (Harrington,
 2018). Emiratis are very social people, and families love to live together. They highly
advocate and practice religious, tribal, and traditional ties and values of cooperation and care.
 Technological factors:
The Emiratis are very keen on using social media. They, on average, spend 2.56 hours on social
media daily. Approximately 82% of the UAE’s population has profiles on Facebook while
YouTube’s penetration also stands at 82%. Other notable social media in use are Twitter,
LinkedIn, Pinterest, Instagram, and Tumblr.
The UAE introduced the eDirham card in 2001 to facilitate payment for government and non-
government services. The government has invested heavily in space science, life science, nuclear
science, and ICT over the years. In fact, the UAE is currently the most attractive ICT market in
the Middle East.
 Environmental factors:

The UAE is one of the most visited countries in the world. Perfect balance between traditional
religious culture and modernity, luxurious hotels, stunning shopping malls, skyscrapers, crystal
clear beaches, historical ruins, indoor theme parks, and versatile cuisine are some of the factors
that attract millions of tourists every year.
It is also worth noting that the UAE is particularly safe for solo female travellers, especially with
hotels such as Dubai’s Jumeirah Emirates Towers hotel and Dukes Dubai dedicating female-only
floors with an all-female staff (Hinai, 2018)
 Legal factors:

Due to the limited scope, the article offers basic discussion on the UAE’s legal environment. The
UAE is a federal constitutional monarchy. Its Labour Law applies to all staff and employees
regardless of their nationalities. The maximum working hours for an adult employee is eight
hours a day (48 hours a week). However, it can slightly vary depending on the types of
business. As mentioned above, the UAE is one of the safest countries in the world with low crime
rates. It shows that rules and regulations are applied very strictly in the country.

GLORY & DESIGN

Turkish Hamam
 CUSTOMERS:
Tourists and local Arab people.
 EMPLOYEES:
Interior Architect , Master Builder , Designer , Civil Engineer , Pottery Master
 COMPETITORS:
Sauna sector , Spa Sector and another Turkish Hamam Firm
 MEDIA:
Advertising to contracted travel companies , Social Media , Local TV Channel
 SHAREHOLDERS:
Bursa Hamams
 SUPPLİERS:
Turkish Granite and Marble Companies

DEMAND ANALYSIS
People live or hev been in Dubai have high income. Dubai is known as a luxury city. So people
spend much money to enjoy. There are a few Turkısh bath &SPA center in Dubai.
People go there twice per month. They spend 70-90 dolar for a standart paket. Actually women
perefrences more than men preferences in this case. When we looked ın social media account of
this centers, we notice that their contect women and their skin care.

PORTER’S 5 FORCES
 Substitutes (LOW):
The Spa and sauna centers are the potential substitutes but it is not like Turkish bath.
Turkish bath gloves are used in the hammam. So human cleaning comes to the fore in the Glory
and Design inc.
In Turkish life, Turkish baths have become not only a place for bathing, but also centers for
health, social and cultural events.
It is healthier than potantisal substitutes.
 Rivalry (LOW):
Oriental Hammam/Spa is the only competition in United Arab Emirates.
It is very easy for a newcomer to enter with the same service.
  Suppliers (LOW):
The bath house is a bathing area containing hot and cold water.
With low demand the suppliers have a low bargaining power.
 Buyers (HIGH)
The quality of the service is important to the buyers, and these buyers come to Glory Design
frequent. This means that the buyers in the industry are less price sensitive.
Low substitute availability.
High quality of service.
 New Entrants : (LOW)
Turkish Hamam are traditional bathing places for Turks.
Low cost of service development. Moderate cost of doing marketing.