1. Craft
Oasis
Presents:
Emirates
Choice
Marketing
Plan
&
Presentation
Produced
By:
Joanna
Komvopoulos
&
Regan
Sweeney
2. CRAFT
OASIS
Presents:
Emirates
Choice
EXECUTIVE SUMMARY
.....................................................................................................................
3
COMPANY DESCRIPTION
..................................................................................................................
3
BACKGROUND
....................................................................................................................................
3
MISSION STATEMENT
....................................................................................................................
4
COMPANY LOGO
...............................................................................................................................
4
PRODUCT TAGLINE
.........................................................................................................................
4
PRODUCT DESCRIPTION
...............................................................................................................
4
PRODUCT SLOGAN
...........................................................................................................................
5
PRODUCT LABLE
...............................................................................................................................
5
SITUATION ANALYSIS
........................................................................................................................
5
COUNTRY ANALYSIS
.....................................................................................................................
6
CULTURAL ANALYSIS
...................................................................................................................
7
DEMOGRAPHIC PROFILE
..............................................................................................................
8
SWOT ANALYSIS
..........................................................................................................................
8
Porters 5 Forces
.....................................................................................................................................
10
Threat of New Competition
.........................................................................................................
10
Threat of Substitute Products
......................................................................................................
10
Bargaining Power of Buyers
........................................................................................................
10
Bargaining Power of Suppliers
...................................................................................................
11
Intensity of Competitive Rivalry
................................................................................................
11
OBJECTIVES
.............................................................................................................................................
11
MARKET PENETRATION STRATEGY
..................................................................................
12
PRICING MODEL
..............................................................................................................................
12
STRATEGY
................................................................................................................................................
12
BRAND POSITIONING
...................................................................................................................
12
VALUE POSITIONING
....................................................................................................................
13
TACTICS
.....................................................................................................................................................
13
SOCIAL MEDIA
..................................................................................................................................
13
ADVERTISING/DIGITAL MEDIA
.............................................................................................
14
Company Advertisements
.............................................................................................................
14
Commercial Concepts
....................................................................................................................
14
PROMOTIONS
.....................................................................................................................................
15
Complimentary Tastings & Informative Brochures
.............................................................
15
Emirates Choice Promotional Gifts
...........................................................................................
15
Dedicated Promotional Representatives
..................................................................................
16
Total Budget
...........................................................................................................................................
16
BUSINESS
CHALLENGES
......................................................................................................................
16
CONCLUSION
..........................................................................................................................................
17
REFERENCES
...........................................................................................................................................
18
2
3. CRAFT
OASIS
Presents:
Emirates
Choice
EXECUTIVE SUMMARY
Craft Oasis would like to expand its local brand internationally, by exporting its premier
product, Emirates Choice, to Dubai. After careful consideration of emerging economies,
Craft Oasis has chosen to export Emirates Choice to Dubai because the company feels
that the particular make and flavor of its craft beer will appeal to the local consumers.
Craft Oasis has taken the country’s socioeconomic, political, and cultural demographics
into account in deciding how to market its product. Research indicates that there are
currently no American craft beer companies distributing in Dubai; there are only few
European craft beer options. Clearly, this is an opportunity for Craft Oasis to penetrate a
currently unsaturated market. The ultimate goal is to thus infiltrate the market and create
a new craft beer drinking culture by taking advantage of strategic partnerships with local
authorities and distributers, as well as, the large tourist and expatriate population of
Dubai.
Craft Oasis has however anticipated some business challenges that it may face. These
include gaining brand recognition in the face of strong European competitors such as
Heineken and Amstel, cultivating a beer culture in a market that is culturally
conservative, and facing the stringent alcohol laws of Dubai. In response to these
foreseeable challenges, Craft Oasis will work to differentiate itself from its competitors
through strategic marketing that will indicate the luxury, essence, and quality of
American craft beer vs. mass-produced generic beer. Furthermore, the ultimate goal for
Craft Oasis is to promote the Emirates Choice product so successfully that it becomes
associated with luxury and stands out from the masses. This will be achieved primarily
through marketing campaigns, local promotions, and social media in which the high
quality of Emirates Choice will be stressed and juxtaposed against the rest of its
competitors, operating under the vision that Emirates Choice is the difference between
generic and luxury. This is further indicated by the product’s tagline: Emirates
Choice….the difference between everyday and today.
Ultimately, Craft Oasis feels that it is ready to expand internationally and that entering
the market in Dubai is a crucial first step in that process, which they anticipate, will
increase sales and revenue.
COMPANY DESCRIPTION
Craft Oasis, a local San Francisco brewery, has been in business since 1996. The
company produces and exports specialty craft beer. Its most popular product is Emirates
Choice, which has led the company’s sales.
BACKGROUND
Craft Oasis has seen a relatively steading increase in sales up until 2008 when there was a
sudden spike in sales, which generated $6,000,000 in revenue and $660,000 in net profits.
3
4. CRAFT
OASIS
Presents:
Emirates
Choice
Craft Oasis representatives indicate that this spike in revenue was due to successful
promotion and high quality products such as Emirates Choice.
Craft Oasis mainly competes for market share against international mass consumer
competitors such as Amstel and Heineken but focuses on product differentiation, through
quality and unique taste profiles, as it penetrates the market.
MISSION STATEMENT
Craft Oasis is a deluxe brewery, which is redefining the beer market through its
exportation of American luxury craft beer at a premium price. Craft Oasis focuses on
creating superior products for the everyday consumer by emphasizing taste, quality, and
style.
COMPANY LOGO
PRODUCT TAGLINE
Craft Oasis will market Emirates Choice with the following product tagline:
Emirates Choice, the difference between every day and today!
PRODUCT DESCRIPTION
Emirates Choice is a micro brewed American style lager classified as a California
Common. Emirates Choice is brewed using special strains of yeast that thrive at warmer
temperatures and traditional Northern Brewer hops resulting in an amber color lager with
medium body and a firm grainy maltiness with toasty and caramel notes.1
1
(Beer-‐FAQ,
2007)
4
5. CRAFT
OASIS
Presents:
Emirates
Choice
PRODUCT SLOGAN
Craft Oasis will market Emirates Choice with the following product slogan:
Emirates Choice…taller than the rest!
PRODUCT LABLE
Craft Oasis’ premier product, Emirates Choice, scheduled to launch in Dubai in 2013 will
have the following label image:
SITUATION ANALYSIS
Craft Oasis has carefully taken into account the cultural, political, social, and economic
differences between the United States and Dubai. Therefore, through critical country,
5
6. CRAFT
OASIS
Presents:
Emirates
Choice
cultural, and demographic analysis, Craft Oasis has identified its strengths, weaknesses,
opportunities, and potential threats in launching Emirates Choice in Dubai.
COUNTRY ANALYSIS
After careful country analysis it has become clear that promoting Emirates Choice in
Dubai could be a profitable investment. Originally, Dubai’s economy was based on oil
production, but it has diversified to include tourism, real estate, and financial services.
Dubai has excellent modern infrastructure including ports and road transportation.
According to the World Bank, the UAE ranked #5 on the list of countries with easy
trading across borders.2 This is ideal, because it makes it much easier to conduct
business with UAE domestic companies and export our product directly to them with
little bureaucratic hassle and red tape. Our research indicates that on average it takes
seven days to import a shipping container and only costs $635/container.3
Furthermore, United States exporting costs are approximately $1,050 per 20ft.
container.4
2
(The
World
Bank,
2012)
3
(The
World
Bank,
2012)
4
(The
World
Bank,
2012)
6
7. CRAFT
OASIS
Presents:
Emirates
Choice
Compared to the twenty-five day average of the rest of the region, the United States only
averages seven days5, which proves to be a substantial benefit and cost cut for exports, in
comparison to assessments for exporting to other countries or locations.
CULTURAL ANALYSIS
Cultural analysis of Dubai indicates that the country is much more conservative than the
United States. This is particularly true in regards to how the country regulates alcohol
consumption and public pastime. While Dubai is heavily regulated in this regard, and its
Muslim population is practicing, the country also has a large percentage of expatriates
and tourists who do not follow the same cultural standards. The city of Dubai is a
bustling cosmopolitan city representing many different cultures. Hence, there is room to
5
(The
World
Bank,
2012)
7
8. CRAFT
OASIS
Presents:
Emirates
Choice
expand this market and create a drinking culture for craft beer. Craft Oasis is looking to
penetrate that market and cultivate a beer drinking culture by targeting expatriates and
tourists. Dubai is considered to be the #8 tourist city in the world, which further indicates
the ability of Craft Oasis to cultivate this culture and promote sales of Emirates Choice.6
DEMOGRAPHIC
PROFILE
The country’s high GDP
($48, 500 US) indicates that
there is a large amount of
very disposable income and
thus room for profit
growth.7 Craft Oasis’
specific target market is
Dubai. Dubai has a 1.7
million population and
composed of an 85%
expatriate population. This
expatriate population is
composed of people form
countries all over the world.
Recent statistics indicate
that the population in Dubai
is composed of 85% Asian,
chiefly Indian at 51%, and
Pakistani at 16%.8 These
are all countries in which
drinking is heavily regulated or simply not allowed. Hence, in Dubai, this population is
more likely to consume alcohol now that they are free from stringent regulations.9
SWOT ANALYSIS
Through careful SWOT Analysis, Craft Oasis has identified the strengths, weaknesses,
opportunities, and threats of its marketing plan to export the company’s premier craft
beer, Emirates Choice, in Dubai.
6
(Weiner,
2012)
7
(Central
Intelligence
Agency,
2012)
8
(MPI
Data
Hub,
2005)
9
(Central
Intelligence
Agency,
2012)
8
9. CRAFT
OASIS
Presents:
Emirates
Choice
Strengths
According to the SWOT Analysis, Craft Oasis’ strengths in marketing Emirates Choice
include that the company is exporting a quality beer product which is focused on taste
and luxury, Craft Oasis is cultivating a partnership with MMI, a prominent distributer in
Dubai, there is a full time commitment of company resource which is backing this
promotion, and the Oasis Craft brand is established and recognized throughout the United
States.
Weaknesses
According to the SWOT Analysis, Craft Oasis’ weakness in marketing Emirates Choice
include the lack of brand recognition in the United Arab Emirates, there is a moderate
marketing budget, especially in comparison with international competitor giants.
Furthermore, Craft Oasis’ strong reliance on local partnerships and the company’s small
production facility are identified weaknesses.
Opportunities
According to the SWOT Analysis, Craft Oasis’ opportunities in marketing Emirates
Choice include the fact that Emirates Choice will have immediate recognition because it
will be the only American craft beer in the UAE. Further opportunities include: Dubai
9
10. CRAFT
OASIS
Presents:
Emirates
Choice
consumers’ high personal income and thirst for luxury goods, the large number of
expatriates with competitive salaries, the country’s low barriers on importation, and
Dubai’s pro-western culture which will welcome Oasis Craft and its products.
Threats
According to the SWOT Analysis, Craft Oasis identifies potential threats as the
following: country regulation on personal acquisition of alcohol for later use, venue
regulation which dictates which locations can sell alcohol, increases in market saturation
by established competitors, and possible US hostilities with Iran which would have a
direct negative impact on shipping lane closures and thus Craft Oasis’ ability to export
Emirates Choice to Dubai.
Porters 5 Forces
Threat of New Competition
The threat of new competition in the Dubai import industry is moderate (5 out of 10), due
to moderate barriers to market entry and moderately low barriers to market exit.
Barriers to entry are considered moderate due to four factors: Brewing and bottling
technology is common and well know and the completive scale threshold is low, both of
which drive down barriers to entry, while restricted access to well established distribution
channels and high brand franchise both contribute to increase barriers to entry.
Barriers to exit are considered moderately low due to three factors: all assets imported
are sellable and there is a very low cost to exit the marketing, both of which drive down
barriers to exit, while business are moderately interrelated keeping barriers at standard
level.
Threat of Substitute Products
Threat of substitute products in the Dubai import industry is moderately low (3 out of
10). This is due to low internal substitution from a mostly inelastic beer market, due to
the fact that there are relatively few different brands of beer in Dubai, and moderate
external substitution from wine and liquor, which customers have an equal propensity to
buy compared to beer.
Bargaining Power of Buyers
The bargaining power of customers in the Dubai beer industry is very strong (9 out of 10)
due to two major factors that revolve on the tight grip that a few distributors have on the
product market. Alcohol distributors are highly concentrated, Maritime & Mercantile
International (MMI) and African & Eastern (A&E) represent the only major distribution
networks that serve clubs, hotels, effectively increasing buyer bargaining power.
Furthermore, besides duty free airport stores that have purchasing limits, MMI and A&E
10
11. CRAFT
OASIS
Presents:
Emirates
Choice
are the only retail alcohol stores. This gives them extensive power over producers, as
they control a large portion of the supply chain. 10
Bargaining Power of Suppliers
The bargaining power of suppliers in the Dubai beer industry is very weak (1 out of 10).
This is due to the geographic dispersion of the importing businesses, the low cost
switching suppliers, and the many standardized suppliers of brewing ingredients and
bottling components.
Intensity of Competitive Rivalry
The intensity of competitive rivalry in the Dubai beer industry is moderately high (6 out
of 10) due to a combination of factors. First, there are a large number of equal size
competitors vying for market share with a few large multinational players, which
increases the intensity. Second, the beer industry is immature providing opportunity for
aggregate growth decreeing intensity. Finally, the moderate level of product
differentiation results in zero net effect on intensity.
Overall, the Dubai beer industry has a moderate level of competition (4.8 out of 10),
resulting in a marketplace that will support normal prices and not require substantial
marketing expenses resulting in a reasonable profit margin.
OBJECTIVES
The company aims to penetrate the market through strategic partnerships with local
distributers that will allow Emirates Choice to expand internationally. The company has
a capitalization of $40,000,000. Through this expansion, estimated to begin in 2013, the
company projects an 8% growth rate.
The main objective is to take Craft Oasis international, by exporting the company’s
premier beer, Emirates Choice, to Dubai. This expansion of Emirates Choice will occur
in two main phases. In Phase One, Craft Oasis will launch its premier product in Dubai
in the spring of 2013. The company’s product will first be available in Dubai bars,
nightclubs, and pubs. Phase Two will occur in the fall of 2013, when Emirates Choice
plans to target retail establishments. The ultimate goal is market penetration and
widespread availability of Emirates Choice throughout Dubai. Craft Oasis hopes to
increase its sales of Emirates Choice by 15% through 2013 and 2014 with growth
tamper off to 10 over the next 2 years. Craft Oasis projects sales to hit $9,600,000 in
2016, increasing revenue and profit margins exponentially.
10
(Global
Village
Encyclopedia,
2012)
11
12. CRAFT
OASIS
Presents:
Emirates
Choice
MARKET PENETRATION STRATEGY
After careful analysis of the market and strategic planning, we have decided that
conducting business with a local firm would be a useful geopolitical tactic that could help
Craft Oasis break into the market more effectively. As such, Craft Oasis will export
directly to The Maritime Mercantile International LLC. (MMI), a local distributer in
Dubai. This company is an appointed license shipping agent and owns nine stores
throughout the country, in which it distributes liquor and sells drinking licenses, which
are necessary when purchasing alcohol from a store, according to Dubai law.
Furthermore, MMI sells thirty-one different types of beer throughout its stores, but only
sells one American beer, Budweiser. Since the Emirates Choice brand is unique and
different, we believe that Craft Oasis can partner with MMI strategically to promote its
small batch brewing, which is focused on quality and international reach.11
There are also several geopolitical advantages when working with a local entity,
including: Craft Oasis’ ability to avoid the use of foreign direct investment (FDI), as well
as the ability to utilize the local entity’s established network. Craft Oasis’ goal is to sell
and export its major craft beer, Emirates Choice, not to cultivate and build a network.
This will become important after the full implementation of all phases and more critical
to long-term standing in Dubai, particularly if Craft Oasis chooses to switch its business
model.
PRICING MODEL
The
Dubai
beer
market
generally
supports
prices
varying
from
15-30 Dirhams per
beer (the current conversion rate is 3.67 Dirham to 1 US dollar)12, or approximately $4 to
$8 US per beer. Emirates Choice, as a respected craft beer, has a reputation for increased
quality and will therefore be able to garner a premium price of 29 Dirhams
(approximately $8 US) in the retail and service markets. Considering the high buyer
power of our distributing partner MMI, it is in the best interest to offer Emirates Choice
at a price point of 10.0 Dirhams (approximately $2.75 US), which will allow for a healthy
profit.
STRATEGY
How Craft Oasis plans to position its product in the Dubai market in order to accomplish
the aforementioned objectives.
BRAND POSITIONING
Emirates Choice is a deluxe brewery, which is redefining the beer market through its
exportation of luxury craft beer at a premium price. Emirates Choice focuses on creating
superior products for the everyday consumer by emphasizing, taste, quality, and style.
11
(Maritime
and
Mercantile
International,
2012)
12
(The
Money
Coverter,
2012)
12
13. CRAFT
OASIS
Presents:
Emirates
Choice
Emirates Choice will differentiate itself amongst other beer by being the only high-
quality beer on the market in Dubai. Emirates Choice will be available in most hotels,
bars, restaurants and pubs.
VALUE POSITIONING
Emirates Choice is an American beer with premium European style. Most locations
throughout Dubai offer premium European beers but do not have listings for American
beers.13 This is where Craft Oasis hopes to penetrate the market with its high quality
craft beer, Emirates Choice, ultimately hoping to infiltrate the market in Dubai
completely before expanding further.
TACTICS
Craft
Oasis’
anticipated
promotion
and
advertising
actions.
SOCIAL MEDIA
Craft Oasis will take advantage of the expanding presence of social media and its
international impact in order to market Emirates Choice. Craft Oasis already has group
sites on Facebook, Twitter , and Google+ where it promotes its product s, announces new
products, and advertises upcoming promotions and events. Craft Oasis makes a
conscious effort to stay connected with its consumers while constantly trying to attract
more by staying current and relevant in the social media scene. This way Craft Oasis can
interact with its consumers on a regular basis. Craft Oasis hopes to use these same
techniques in marketing and promoting Emirates Choice in Dubai. The company is
currently working on making sub-accounts on Twitter, Facebook, and Google+ that are
specifically for Emirates Choice and will
announce the company’s exportation to Social
Media
+
You
Tube
Dubai as well as indicate promotional Wage
per
hour Hours
events, local distributers, and abilities to Marketing
obtain promotional Emirates Choice gifts.
This way the company hopes to create an
Manager $
30.00
2000
electric buzz in the country as it prepares to Marketing
launch and export Emirates Choice in 2013.
Team $
20.00
3000
$
120,000.00 Total
13
(Maritime
and
Mercantile
International,
2012)
13
14. CRAFT
OASIS
Presents:
Emirates
Choice
ADVERTISING/DIGITAL MEDIA
Company Advertisements
Craft
Oasis
is
in
the
process
of
creating
several
company
advertisements
that
will
help
expose
the
launch
of
Emirates
Choice
in
Dubai
and
increase
awareness
of
the
brand.
These
advertisements
will
run
in
sequence
throughout
Dubai.
Some
advertising
concepts
are
illustrated
below:
Emirates
Choice….
The
difference
between
everyday
and
TODAY.
Craft
Oasis,
Dubai
2013.
Emirates
Choice…the
jewel
of
the
oasis
Craft
Oasis,
Dubai
2013.
Commercial Concepts
Craft Oasis is also pursuing other avenues of digital media such as commercial videos on
Youtube and television commercials. The Youtube videos will be beneficial and very
cost-effective. Anticipated video concepts will include clever branding, but will also
14
15. CRAFT
OASIS
Presents:
Emirates
Choice
supply consumers with relevant information and a better understanding of American craft
beer. This way, Craft Oasis hopes to begin to generate a new market and cultivate a new
beer luxury culture.
PROMOTIONS
Craft Oasis has created a promotional team, which is currently conducting market
research to optimize the company’s promotion of Emirates Choice in Dubai. Promotion
methods will include the following:
Complimentary Tastings & Informative Brochures
Craft Oasis will sponsor complimentary tasting for the first three months at local
distributers of Emirates Choice such as restaurants, nightclubs, and bars. The
complimentary tastings will allow potential consumers to try an original American craft
beer and compare it to other mass produced choices. This way, Craft Oasis will begin to
cultivate a strong relationship with consumers and, through its complimentary tastings
and informative brochures, teach Dubai residents and tourists about American craft beer,
ultimately making Emirates Choice
synonymous with high quality luxury for Complementary
Kegs
and
Brochures
the everyday consumer. Craft Oasis Cost
per
item Number
anticipates to use 300 kegs of Emirates Kegs $
41.25
300
Choice and 10,000 brochures through this Brochures $
0.07 10000
promotion, costing the company $
13,075.00
Total
approximately $13,000.
Emirates Choice Promotional Gifts
Craft
Oasis
plans
to
distribute
promotional
gifts
to
Emirates
Choice
consumers.
Gifts
will
include,
but
are
not
limited
to,
Craft
Oasis
coasters
(illustrated
below),
Emirates
Choice
key
chains,
Emirates
Choice
beer
taps,
Emirates
Choice
mouse
pads(illustrated
below),
Craft
Oasis
lights,
and
Emirates
Choice
pens.
These
promotional
gifts
will
help
bring
attention
to
the
brand
and
make
it
a
social
presence
in
Dubai,
further
generating
a
buzz
around
Promotional
Gifts
the
Craft
Oasis
Cost
per
item Number
product.
Lighters $
0.37 5000 These
Mouse
Pad $
1.00 2000 Promotional
Coasters $
0.10 20000 gifts
have
an
Keys
Chains $
0.63 5000 anticipated
total
Pens $
0.10 5000 cost
of
$14,500.
Tap
Handles $
100.00
50
$
14,500.00
Total
15
16. CRAFT
OASIS
Presents:
Emirates
Choice
Dedicated Promotional Representatives
Craft Oasis will hire a local promotional team in Dubai that will promote Emirates
Choice from within the country. This Promotion
Team
way Craft Oasis hopes to employ both Wage
per
hour Hours
local people and take advantage of word- Promotion
of-mouth marketing as it stirs a trend and
lead $
18.00
2000
cultivates a new craft beer culture with
Street
Team $
9.00 4000
the premier quality of Emirates Choice.
This will cost Craft Oasis approximately $
72,000.00
Total
$72,000.
Total Budget
Total
Budget
Cost
Promotional
G its $
14,500.00
Promotional
Team $
72,000.00
Social
Media
+
You
Tube $
120,000.00
Complementary
Kegs
and
Brochures $
13,075.00
$
219,575.00
Total
BUSINESS
CHALLENGES
As in any product development plan, we anticipate several business challenges,
including:
• Initially, competing with well-established European beer
companies, such as Heineken, will be a big challenge in
gaining market recognition.
• Creating a beer culture, in which the Emirates Choice
product is highly visible and intuitively associated with
individual luxury. Craft Oasis will make Emirates
Choice synonymous with quality and a beer drinking
culture through product promotion, product teaching, and
the large presence of the product throughout the country.
• Due to the conservative laws regarding alcohol there is
going to be a decrease in consumer demand compared to a
market in a open society. The law requiring residents to
obtain a drinking license before they can buy alcohol form
16
17. CRAFT
OASIS
Presents:
Emirates
Choice
any store location for future consumption will also be another business hurdle. This
law excludes Muslims. While residents are free to purchase alcohol in nightclubs
and bars, Dubai law requires a license to purchase alcohol in any store location for
later intended use. Craft Oasis will aggressively purse a partnership with MMI,
which sells both alcoholic beverages and alcohol licenses, as a means of mitigating
this business challenge. Furthermore, Craft Oasis will predominantly target
nightclubs, restaurants, and bars to distribute the Emirates Choice product.
CONCLUSION
In closing, Craft Oasis has illustrated its ability to be successful through its expanding
brand throughout the United States. As a result, the company feels that it will be able to
successfully promote and export its premier product, Emirates Choice, to Dubai. The
company anticipates success in Dubai due to the high quality of its product, the detailed
promotion and careful partnership of Craft Oasis and MMI, and the company’s plan for
market penetration. In short, Craft Oasis feels that the company is ready to expand
internationally and that entering the market in Dubai is a crucial first step in that process,
which they anticipate, will increase sales and revenue.
17
18. CRAFT
OASIS
Presents:
Emirates
Choice
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Beer-‐FAQ.
(2007,
October
15).
What
is
a
Steam
Beer
(or
California
Common)?
Retrieved
from
Beer-‐FAQ.com:
http://www.beer-‐faq.com/steam-‐beer/
Central
Intelligence
Agency.
(2012,
February
8).
The
World
Factbook:
United
Arab
Emirates.
Retrieved
February
29,
2012,
from
https://www.cia.gov/library/publications/the-‐world-‐factbook/geos/ae.html
Global
Village
Encyclopedia.
(2012,
March
5).
Dubai.
Retrieved
from
Global
Village
Encyclopedia:
http://www.gvpedia.com/Territories/Dubai/Facts-‐
Figures.aspx
Maritime
and
Mercantile
International.
(2012,
March
5).
Maritime
and
Mercantile
International.
Retrieved
from
Welcome:
http://www.mmidubai.com/homepage.aspx
MPI
Data
Hub.
(2005).
Country
and
Metropolitan
Stats
in
Brief
(2005).
The
Money
Coverter.
(2012,
March
5).
Convert
US
Dollar
to
United
Arab
Emirates
Dirham.
Retrieved
3
5,
2012,
from
The
Money
Coverter:
http://themoneyconverter.com/USD/AED.aspx
The
World
Bank.
(2012).
Economy
Profile:
United
States.
Washington:
The
International
Bank
for
Reconstruction
and
Development
/
The
World
Bank.
The
World
Bank.
(2012).
Economy
Profile:
Unitred
Arab
Emirates.
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The
International
Bank
for
Reconstruction
and
Development
/
The
World
Bank.
Weiner,
M.
(2012).
Worlds
Most
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Cities.
U.S.
News
Travel.
18
