Client Success Story

Dubai South | Food market insights for market entry

The problem

The client planned to venture into a food processing and distribution business in the UAE, a sector in which they had limited experience. This sector is quite fragmented and extremely challenging with little or no differentiation due to heavy import dependency.

The objective was to review the business dynamics, value proposition and potential opportunity for a new company. On foot of the analysis, the client would then decide whether to initiate the company, selling the new produce into the UAE market, and potentially re-exporting to the Middle East, North Africa, South Asia or MENASA regions.

The solution

The focus of this project was to provide a framework with respect to the immediate steps and/or actions after the completion of the study by producing a go-to market strategy for the food processing and distribution business in the UAE.

In order to produce a go-to market strategy for the client, we explored the category size across foodservice and HORECA channel, the product categories, the competitors (local and international), the supply framework; and the business barriers, trading terms and conditions for doing business in these category/channels.

Farrelly Mitchell developed a strong value proposition for the new business after a thorough review of unmet needs on both the supply and demand side. This work was accompanied by a full review on sourcing, product offering, sales, marketing and distribution among other services aimed at the development of a go to market strategy.

The results

Our findings were presented in a market study and go-to market strategy report, where we explored market and channel overview, competitive landscape, supply chain overview, price dynamics, market challenges and risks & mitigations for the client. We then presented our detailed opportunity assessment along with go-to market recommendations.

The client used our findings to ensure any decision going forward on the development is fully informed. The suite of services provided were highly valuable to the client in developing a comprehensive road map.

Client endorsement

“We called on Farrelly Mitchell when planning to venture into a food processing and distribution business in the UAE. The target sector is heavily dependent on imports, and is highly fragmented, with little differentiation.

Farrelly Mitchell met the challenge by developing a strong value proposition after a thorough review of unmet needs on the supply and demand side.

The work their team carried out, involving product offers, sales, marketing and distribution analysis and market entry strategy was valuable to us in developing a comprehensive road map.”

– New ventures, Commercial Division, Dubai South

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