Students of MKT656,

Bachelor in Business Administration (Hons) International Busienss,

UiTM Teknologi MARA, Cawangan Shah Alam,
Kampus Puncak Alam,
43200 Bandar Puncak Alam, Selangor
Madam Intan Syafinaz binti Mat Shafie
Lecturer of Global Marketing (MKT 656),
UiTM Teknologi MARA, Cawangan Shah Alam,
Kampus Puncak Alam,
43200 Bandar Puncak Alam, Selangor

15th December 2015

Madam,
Submission a Report of Business Portfolio for Aide-Nators
Referring to the matter above, we are pleasure to submit our working paper of Aide-Nators
business portfolio. The business portfolio has been designed to enable students to learn the
techniques of manage and being successful in international business.
2.
The submission of the business portfolio is to fulfill the prerequisite of the Global
Marketing (MKT 656) subject that compulsory taken by the all International Business
students. Our group is perfectly performed by five highly vision and talented students. All of
us had agreed to choose and establish a business project, which will be private assistant
services.
3.
We hope that Madam would be satisfied with the business portfolio that we have come
out with and we would welcome any opinion and comment for our advancement. We also
hope that our business portfolio will fulfill all the criteria to be a good and systematic business
portfolio and could be a good guideline and references in understanding and learning about
international business.
The cooperation from your entity is extremely appreciated.
Thank you.
Yours sincerely,

(HAFIZDZUL HAKIM BIN HUMAIDI)

General Manager
Aide-Nators

FACULTY OF BUSINESS MANAGEMENT

UNIVERSITI TEKNOLOGI MARA
CAWANGAN SHAH ALAM
KAMPUS PUNCAK ALAM
43200 BANDAR PUNCAK ALAM

ASSIGNMENT COVER SHEET

COURSE DETAILS
Course
Tutorial Group
Lecturers Name
Title

MKT656
BM246 5M
Mdm Intan Syafinaz Binti Mat Shafie
Aide-Nators

ASSIGNMENT DETAILS
Due Date

14 DECEMBER 2015

STUDENTS DETAIL
NO.

NAME

STUDENT ID NO

1.

AMIRUL AZIZ BIN NOR ALBASHRI

2014614572

2.

HAFIZDZUL HAKIM BIN HUMAIDI

2014246346

3.

IZZATI BINTI CHE AZIZ

2014697076

4.

TENGKU SAIF IMRAN BIN TENGKU MOHAMED HASHIM 2014452162

5.

WAN NURAISYA DANIA BINTI ROSLAN AFFANDI

2014478474

Assignment Overall Marks:

TABLE OF CONTENT

TITLE

PAGE

EXECUTIVE SUMMARY.. i
1.0
2.0
3.0
4.0

INTRODUCTION
COMPANY BACKGROUND.
BUSINESS LOCATION.........
CRITICAL ISSUE FOR INDUSTRY ANALYSIS
4.1 Future Outlook and Trends. ...
4.2 Industry Growth.........
4.3 Competitors
4.4 Profile of Customers...
5.0 SERVICE DESCRIPTION...
5.1 Profile of Service.
5.2 Describe the Application of the Service..
5.3 Unique features
5.4 Opportunities for the expansion..
5.5 Story of the services line, quality development, delivery and service
5.6 Approaches to satisfy the customers needs
6.0 INNOVATIVE DESCRIPTION..
6.1 Research and Development.
6.2 Intellectual Property
6.3 Specialized Knowledge...
7.0 MARKET RESEARCH
7.1 Customer.
7.2 Marketing Strategies
8.0 MARKET ANALYSIS
8.1 Market Share...
8.2 Market Growth....
8.3 Market Action.
9.0 OPERATIONAL ACTIVITIES...
9.1 Description of Companys Operation.
9.2 Flowchart of Activities
9.3 Level of Industry Activity
9.4 Distribution Channel
10.0 ASSESSMENTS OF RISK...
11.0 CONCLUSION.

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EXECUTIVE SUMMARY
The Aide-Nators Company is a company that provided services especially in assisting those
individuals who are busy with their daily routine. Therefore, we came to the rescue by
providing services such as groceries shopping, payment of monthly bills, house chores, and
cooking if requested by the customer. Operating since 2009 domestically, now we
internationalized our services to United Arab Emirates (U.A.E.). Headquarter of Aide-Nators
is located at Wangsa Maju, Kuala Lumpur and now we are planning to open a new branch in
Abu Dhabi, U.A.E. For the time being, our full time staff is 35 people. Our board of directors
consists of 5 people and we have 15 shareholders. Our services provide our own value
proposition to our customer and we define our markets as private assistant services.
The Aide-Nators Companys objective is to be a competitive player in the personal assistant
services industry, increase the potential customer base by broadening our services. We also
want to increase our profitability and margins.
Here are few details about The Aide-Nators:
Service Coverage: City of Abu Dhabi, United Arab Emirates
Type of Services: Personal assistant services
List of services provided:

Home management (laundering, cleaning and cooking (if requested))

Daily Errands (payment of bills, booking, reservation, shopping, delivery and

babysitting)
Education (home tuition)

1.0

INTRODUCTION

The Aide-Nators Company is the company that provide Private Assistants Service where we
providing services to the individual who are busy with their daily routine. A private assistant,
also referred to as Personal Aide (PA) is someone who assists in daily business or personal
tasks. The Aide-Nators provide on-demand services for business executives, clients,
employees and individuals. We aim to match client requests with available freelance
concierges are excluded from this industry. The Aide-Nators was operating since 2009
domestically, now we are planning to internationalize our services to United Arab Emirates
(U.A.E.). Since our service is general, we are flexible to provide any service to our customers.
With busy schedules and tight working hours, a lot of people find it useful to have an aid to
help them enable to focus on high priority issues over those that demand equal attention yet
could be taken care of by hiring concierge services.
According to Emirates News, the demand for housemaid in Abu Dhabi is high
however they have short supply in order to meet all demand. Residents said the shortage of
housemaids and nannies will throw thousands of homes into domestic chaos (Gulf News,
2015). It is difficult for them to find replacement or new maid to be working with them.
Therefore, by introducing our services, we would solve the problem that they faced. In fact,
we can offer to them our service whenever they required.
2.0

COMPANY BACKGROUND

Aide-Nators is a personal assistance service provider that serves their customers by providing
personal assistance services to customers who are very busy to balance their daily work lives
and families. The name Aide-Nators comes from the french word Aide which means
assistance while nator comes from terminator where all problems can be terminated.
Aide-Nators is headquartered in Wangsa Maju in Malaysia, Aide-Nators Company's
workforce consists of 5 boards of directors including 25 workers. The company founded by
Hafizdzul with four of his friends who are Saif, Amirul, Aisya and Izzati. The idea to start a
personal assistance service provider is after look at Malaysian daily life which is very busy to
manage their home after hectic schedule. To solve the problem, Aide-Nators come up with
personal assistance services to ease the lives of those people. Aided by our domestic success,
we would like to spread our services to modern countries where our potential customers
reside. After doing country screening, we decided to open branch office in Abu Dhabi, U.A.E.

3.0

BUSINESS LOCATION

Our business will be located at Abu Dhabi, United Arab Emirates (UAE). Located at Middle
East, Abu Dhabi is the capital city of UAE (refer Appendix 1 and 2). As the largest among
other seven members of UAEs emirates, Abu Dhabi accounts almost two third of the UAEs
economy thanks to its rapid development and urbanization.
Here are few details about Abu Dhabi:
- Population: 2.65 million (2014)
- Language: Arabic, English
- Religion: Islam
- Currency: UAE Dirham (AED)
- Gross Domestic Product: USD 259,404 million
We choose this location because of shortage of housemaids and nannies in Abu Dhabi.
Most of the residents in Abu Dhabi demand for housemaids and nannies to look after their
children when they go to work. To take advantage on this situation, our company chooses Abu
Dhabi to internationalize our business as we confirm the demands for personal assistant
service in Abu Dhabi are increasing.
We believe that with the increasing demand in personal assistant, Abu Dhabi is the
suitable place for Aide-Nators as start up to go international.
4.0

CRITICAL ISSUE FOR INDUSTRY ANALYSIS

4.1

Future Outlook and Trends

4.1.1 Economic Trends
Since the UAE was established in 1971, its economy has grown and developing
into a modern and open economy. Totaling close to US$375 billion, it is now the
second biggest economy in the Arab world, after Saudi Arabia, and accounts for
more than a quarter of the gross domestic product (GDP) of the Gulf Cooperation
Council (GCC), and nearly 14 per cent of the combined GDP of the countries in
the Middle East and North Africa region. The energy sector is the foundation of
the UAEs wealth and also a key source of revenues to finance continuing
economic diversification. The country has the worlds seventh-largest proven
reserves of both crude oil and natural gas (BP Statistical Survey of World Energy,
2012).
6

4.1.2 Technological Trends

Smart government apps have lead the way to greater innovation and more
integrated, user-friendly systems. They are in the process of developing a new
channel to extend services to businesses and customers and enhancing this to
enable departments to shift to a smart government by developing comprehensive
digital services so customers receive all government services, regardless of the
services required. The next phase for the UAE is to seeking to establish itself as
smart government leader in the region where they are able to win users over to the
latest apps. It will also redraw government services in a modern way, led by
innovation and creation.
4.1.3 Legal and Political Trends
Politics of the United Arab Emirates takes place in a framework of a federal,
presidential and absolute monarchy. The United Arab Emirates (UAE) is a
federation of seven constituent monarchies which consist of the Emirates of Abu
Dhabi, Ajman, Dubai, and Fujairah, Ras al-Khaimah, Sharjah and Umm alQaiwain. According to convention, the ruler of Abu Dhabi is President of the
United Arab Emirates, the head of state and the ruler of Dubai is the Prime
Minister of the United Arab Emirates, the head of government. The UAE's judicial
system is derived from the civil law system and Sharia law. The court system
consists of civil courts and Sharia courts.
4.2

Industry Growth
4.2.1 Industry Sales for Past 5 Years
Concierge services were once regarded unnecessary, but have now come to appear
practical and important. But although as a client of a concierge service you are
saved a lot of time, it does mean giving up part of the control. BIS World also
predicts that those business persons who earn more than $100,000 a year and use
concierge services usually witness a rise in their incomes because they are left
with more time to focus on their businesses and entrepreneurial activities. And as
a result they will have more discretionary funds, increasing in the demand for
concierge services.

There is increasing demand for this service according to New Report by

Global Industry Analysts GIA announces the release of a comprehensive global
outlook on the Concierge Services Industry. Time constraints, busy work
schedules, extended working hours and lack of work-life balance in everyday life
which are all contributing to the growing demand for corporate concierge
services. Moreover, with corporate operations and businesses being very
demanding and complex nowadays where the changing competitive landscape is
forcing enterprises to recruit new employees, create a loyal consumer base as well
as reward major clients, the key purpose for which corporate concierge services
are designed. Concierge services is a worthwhile strategy, particularly in case of
time poor and high net worth customers, for establishing better customer relations
and for gaining extra revenue as well.
4.2.2 New Services
As compared to the traditional concierge services that are offered in larger hotels
that offer travel arrangements and restaurant reservations, concierge by the AideNators are offering the services to any client regardless to anywhere. It is part of
our on-going commitment to bringing Abu Dhabi residents the very best in luxury
and fine living. The Aide-Nators offers a wide range of services that will take the
stress out of your daily life and give you more time to enjoy the kind of life you
deserve. Our array of world class concierge services includes:
Home management

b.

c.

Daily

Educatio

Errand

s
Table 1: Services offered by Aide-Nators
4.3

Competitors

As a country with most of their citizen has high income, concierge service is very
popular in Abu Dhabi. Many international companies have embarked in the markets for
few years before local companies starts to follow the flow. Magnum Services and
OneConcierge are the examples of international company that popular in concierge
industry.

The table below shows SWOT analysis between Aide-Nators and competitors in the
market:
Strength

Weaknesses

Magnum

Have

Services

reputation
the

strong Only

Opportunities
the Growth

in member

Threat

of Aggressive

can luxury industry growth of the

luxury enjoy and use

concierge

the

industry

provided

market

service
by

Magnum
Services
OneConcierg

International

High risk of Possibility

company with reputation

partnership

high customers damage

with

loyalty

brands

of Strengthening
of

competition

luxury from
international
and

local

companies
Aide-Nators

- Affordable

Customers do Demands from -

price for all not

group

of knowledge

incomes

about

- Convenience to
access to the
service

have middle-class

Nators

group for the

Differences
in culture

Aide- affordable
concierge
service

via

web site or

During
recession,
people

tend

to avoid to
spend

their

money

application
Table 2: SWOT analysis between Aide-Nators and competitors

4.4

Profile of Customers

Aide-Nators target customers are those who struggle and need help in their daily life
especially for home management, daily errands and education. Other than that, with
affordable prices offered for the service, we are not only focusing on upper-class group
9

income but also for middle-class people who are struggle to find time to do many thing
in their daily life.
5.0

SERVICE DESCRIPTION
5.1

Profile of Service

Headquartered in Wangsa Maju, Kuala Lumpur in Malaysia, The Aide-Nators Company

is heading towards a global company. Aided by our domestic success, we would like to
spread our services to modern countries where our potential customers reside.
Therefore, Abu Dhabi is the answer to our question. Since 2009, The Aide-Nators
Company has been specializing in concierge services which gave assistance to those
who faces difficulties in coping with their daily duties due to busy lifestyle. With 6
years of experience in the personal concierge industry, we have done amazing things
and enhancing our customers life by assisting them on their childrens education needs,
dayto-day errands, and home management. Supported by 35 full time staffs, The AideNators Company is governed by 5 board of directors and 15 shareholders who
responsible in every decision making.
5.2

Describe the Application of the Service

The idea of the services that we provided is quite simple. The target market would be to
those who are busy with their work matters until they have no sufficient time for their
daily errands and time to manage house chores. Therefore, we are there when they need
us to manage their daily errands such as bill payments and grocery shopping. Our
customer can subscribe our services based on one time basis when needed.
5.3

Unique features

Our main priority is to understand our customers in term of their needs, wants, and
preferences so that we can achieve customers satisfaction and become their main
choice. Thus, once we are able to understand our customers we will then use it as a
guideline to provide the best services which are not provided by our competitors and
that will makes our services unique.

Our services can be divided into three categories:

Home management
Daily errands
Education
10

Service
Home
Managemen
t
Daily
Errands

Education

Activities
Laundering
Cleaning
Cooking (if

requested)
Payment of bill
Booking
Reservation
Shopping
Delivery
Babysitting

Home tuition

Uniqueness
Cook dishes according to taste and

preferences of the customers.

Can cook almost any dishes.

Offer foster guardian service.

Whenever our customers does not have
time for their kids. Thus, it is our job to
take care of their children and entertain
them.

Education

services

uniqueness

where

concierge

service

are
we

are

our
the

companies

main
first
that

providing home tuition for our customers

kid.
We take the concierge service to the next
level where we are also including this

service in part of our companys service.

Table 3: Uniqueness of services provided by Aide-Nators

5.4

Opportunities for the expansion

People mostly use vehicles or cars to allow them to travel. Almost every day they will
use it to go to work, shopping and more. However, not every day their car will be in
good condition and at any time it can break down. Thus, based from this kind of
situation we see an opportunity to expand our service and come out with a new service
which is towing service. The customer can call us when they are having trouble with
their cars or vehicles and we will pick up their cars to the nearest workshop. We see that
this is a good opportunity for us to expand our product line and also become a better
company. Through this action, we can stay competitive with other companies which are
in the same industry. For the time being, we are still looking for the towing company or
agency which we can cooperate in order to make this towing service possible. It will be
easier for us if we cooperate with an existing towing company or agency because they
already have experience in this service and they have proper equipment and facilities to
operate this towing service.

11

5.5

Story of the services line, quality development, delivery and service

The services that are provided by Aide-Nators are daily errands, home management and
education. Firstly, daily errands service which include babysitting, sending kids to
school and paying bills. The company understand that time is money and customers do
not have time for any simple tasks. The company are able to provide 24-hour service of
daily errands. Secondly, home management. Customers can deal with their to do lists
with the assistance from the company. The employees can keep customers houses wellmaintained in terms of plumbing, decorations, landscaping and interior designs. Not to
mention, the company can also keep the customers spare set of keys for emergencies.
Our third services are education service. The company are able to provide qualified
experts that can provide the best tuition and consultations to the children of the
customers.
The Aide-Nators guarantees high quality of services will be provided to
customers, which is why the company emphasizes on trainings and customer feedbacks.
The company provided trainings to the employees in order to provide the best services
to our customers.
Customers may contact the company whenever they need since the company
provides 24-hour services. Scheduled tasks are prepared for the employees to ensure
punctuality. Punctuality is one of the companys main priorities because customers
should get what they paid for.
5.6

Approaches to satisfy the customers needs

It is important for the company to satisfy the customers needs. The approaches to
satisfy the customers needs are trust, punctuality, and customer relationship
management. The first approach is trust. The company ensures trustworthy with the
customers. On the other hand, the company will bear all the losses caused the company.
For example, if one of the employees accidentally broke a customers washing machine,
the company will replace it with a new one in the companys own expenses. The second
approach is punctuality. Time management is important in delivering a successful
customers service. Tasks and responsibilities must be scheduled properly to ensure no
delays and dissatisfactions among customers. The third approach is Customer
Relationship Management (CRM). CRM is a strategy that aids the interactions between
the company and customers. CRM allows full understanding about customers, provide
better experience of customer service, attract new customers, decrease customer
management costs and increase profit.
12

6.0

INNOVATIVE DESCRIPTION
6.1

Research and Development

Even though the future seems so far away, it is actually beginning right now. The
company is seeking to get more profit towards achieving growth. The company will
enhance the quality and the variety of the services. Besides that, the company aims to
get more customers and secure more geographical areas. To enhance the quality and the
variety of services, the company requires the customers to provide feedback and
suggestions. The company does not only hope for positive feedbacks but negative
feedbacks as well because negative feedbacks act as guidance for the company to
improve. Each time after the services is provided to the customers, the company for
suggestions from the customers.
The company will use mass media such as television, internet, magazines and
newspapers to advertise the company globally. The company believe that these
mediums will attract more customers regarding the existence of the company as the
company aims to go global.
6.2

Intellectual Property

The name, Aide-Nators and the tagline Our Customers Are Our Families and the
logo is trademark registered. The company wants to trademark registered because the
company wants to be distinguished in the industry. Besides that, the company wants to
avoid branding theft from other companies. The official logo of Aide-Nators (refer
Appendix 3) is trademarked. The logo shows a letter A that stands for Aide-Nators in
blue colour with a microphone in orange colour over it that symbolises customer
service.
The colour blue is chosen because it ignites the feelings of trust, security, order,
and cleanliness. Blue is often associated with the coolness of the sea and sky. It has
been shown to calm the senses and lower blood pressure. It may stimulate feelings of
trust, security, order, and cleanliness (Gillett, 2014). On the other hand, the orange
colour is chosen because it ignites feelings of energy, warmth and balance. Orange is
often associated with the heat of sun and fire and is considered a high-arousal color. It
may stimulate feelings of energy, balance, and warmth (Gillett, 2014).

13

6.3

Specialized Knowledge

The company has a team of experts with specialized knowledge which ensures high
quality services. The members of the team are all qualified graduates from top
universities around the globe. Specialized knowledge includes competencies and skills
in a particular profession. The following are the skills needed for the services of AideNators.
Firstly, interpersonal communication skills. This skill is important when engaged
in face-to-face situation with customers. Non-verbal signals, gestures, facial expression,
body language and appearance are important in getting more information regarding
customers. On the other hand, listening is also a vital interpersonal communication skill
in getting more information about customers. Moreover, good interpersonal
communication skills lead to effectiveness in group work.
Secondly, persuasion and influencing skills. Persuasion is not about forcing
people. It is the art of getting what people want. Getting what customers want is the
companys specialty. Empathy is a strong on how to describe successful persuasion.
Customers concerns are our concerns too.
Thirdly, negotiation skills. It is a skill by which people settle differences. It is a
process by which compromise or agreement is reached while avoiding argument and
dispute. Negotiation is about fairness, seeking mutual benefit and maintaining a
relationship with customers.
Lastly, knowledge of services. Every employee must have full knowledge of the
services offered by the Aide-Nators. This is important in helping customers when they
run into problems and ensuring there will be no misunderstanding regarding the services
offered. On the other hand, the services offered must be handled by individuals who are
qualified in the specified field.

7.0

MARKET RESEARCH
7.1

Customer
7.1.1 Characteristics of the Customer
Aide-Nators personal concierge service determined to serve customers that have
limited time in organizing their daily tasks. Therefore, the service can be enjoyed
by those who are committed with their career from the age of 20 years and above.
Since the service charge that we impose on our customer can be afforded by most

14

of the income groups in United Arab Emirates, specifically in Abu Dhabi, we

think that it is a good decision in residing our business here.
7.1.2 Buying Situation
Buying situation refers to the situation surrounding a purchase by a customer
where as it is influenced heavily on the quality of information and experience that
the customer have on the service or product, as well as its effort in buying the
product or service. Buying situations is divided into three, the straight rebuy, the
modified rebuy, and the new-task buying (Lamb, C., & Hair, J., 2003). For
customers who perform the straight rebuy, we believe that these are the type of
consumers who should be awarded with discounted price on our service to instill a
brand loyalty among them. To those who are in the situation of new-task buying,
they have to be drilled with our marketing tools via introduction price with the
best service been given to make them stay on the service given which later will
influence their buying decision in the future.
Generally, the customer is aware of his or her actions in spending as their
decision mainly depending on the personal experience or the information he or
she obtained regarding the service or product. In this case, our service is seemed
to have a good track record in our hometown Malaysia which eventually will
influence the positive buying situation among the consumers in the target market.
Since the number of competitors in this arena is not that plenty, the brand loyalty
is likely to occur. The consumer will stick to our service due to competitive price
strategy that we have implemented compared to our competitors such as Magnum
Services, OneConcierge and Assist.ae who mainly put a high price for their
services.

7.1.3 Attitudes to product

According to Ajzen, I., & Fishbein, M. (2005), attitudes of consumer on our
service depend on their beliefs, feelings, and behavioral intentions towards our
service whereby it is mainly influenced by the marketing tools that we have used.
In this case, Aide-Nators Personal Concierge services studied customers behavior
in order to have a positive outcome in terms of the customers attitude and
acceptance towards our service.

15

7.2

Marketing Strategies

According to Hastings, G., & Haywood, A. (1991), marketing is defined as putting the
right product in the right place, at the right price, at the right time. Though this sounds
like an easy enough proposition, a lot of hard work and research needs to go trough. The
marketing strategies is a crucial tool to help understand what the product or service can
offer and how to plan for a successful product offering. It is commonly implemented
through the 4Ps of marketing which are Product (Service), Price, Promotion, and Place.
The following describes the 4P's of Aidenator Personal Concierge services:
Marketing

Descriptions

Strategies
1. Service

We provide personal concierge services to our target consumers who

are too busy and committed to their career until they have less time
for themselves in managing their daily tasks at home. Since our
services is not that vast, we can specialize in what we are doing since
we can focus on the services given more easily compared to our
competitors who offered more vast services.
Our service mainly consists of certain several categories such as:

Errand services (grocery shopping, food delivery, bill

payments)

House services (cleaning, laundries, dishes, cooking, nanny,

babysitting)

Fetching kids from school

Aide-Nators has invented a mobile application compatible with

Android and iOS devices to respond to our customer on time. The
app will show how many more credit hours remaining according to
the services they have subscribed.
2. Price

The pricing for our service are as follows:

Daily-basis package:
First 1 hour: 130 Dirhams or $USD 35
16

Next hour: 95 Dirhams or $USD 25

Monthly-basis package:
5 hours/month: $USD 135
10 hours/month: $USD 270
20 hours/month: $USD500
Since Aide-Nators Personal Concierge Company provide services
among the upper-class and middle-class group income, the price for
our service can be afforded by these groups. We ensure that our
pricing strategy can compete with other competitor to continue mark
our existence in the personal concierge market. Pricing decisions
depends on the service demanded and the time blocks that they have
subscribed.
Our regular clients purchase blocks of time each month (5, 10 or 20
hours per month) or for clients that have a one-off request, they can
purchase just the hours they need. We have set a minimum of one
hour service.
Payment is made in advance and the client has an account set up for
their requests. We log the time that we spend on requests by 15
minute increments and keep you updated on their time balance
through the mobile application installed in the iOS and Android
smartphones

3. Promotion

Our

company

has

established

user-friendly

website,

www.aidenator.com. The website has all the relevant informations

regarding the company including history, services, career and most
importantly, contacts where customers can place their subscriptions.
Our customers also can subscribe to our services via Whatsapp and
hotline number. A dedicated mobile application on Android and iOS
also helped the promotion on our services. Regular users for our
services will get monthly letters comprising great promotions and
17

also some vouchers which they can use for the next subscription.
4. Place

As for Aidenator Personal Concierge Services, we believe that by

looking at the income levels of the residents of United Arab Emirates,
particularly in Abu Dhabi, most of them can afford our services.
Since most of these Arabs are busy with their daily tasks at work,
they will be needing our service to ensure their daily home errands
are in order.
Table 4: Aide-Nators marketing mix

18

8.0

MARKET ANALYSIS
8.1 Market Share

Concierge Service's Market Share

23%

26%

Magnum Services
OneConcierge
Assist.ae

14%

UAE - Consulting
21%
16%

The Concierge Company

Chart 1: Market Share before the Entrance of Aide-Nators

Figure above show the current market share of our market consist of companies which
is our competitors that also offer concierge service. The market is led by Magnum
Services holding 26% of the market share that offered concierge service that is more
specific to corporate level. 23% of the market share is hold by The Concierge Company
which offered both corporate and personal concierge service. OneConcierge holds 21%
of the market share and they also offered both personal and corporate concierge service.
The share hold by Assist.ae is 10% which offered personal concierge service and UAEConsulting have 14% share of the market and they offered corporate concierge service.
This chart shows the market share for concierge service before the entrance of AideNators to the market.

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Concierge Service's Market Share

Magnum Services

21%

25%

OneConcierge
Assist.ae

8%

UAE-Consulting
19%

13%
14%

Aide-Nator
The Concierge Company

Chart 2: Market Share after the Entrance of Aide-Nators

Figure above shows the market share of concierge service after the entrance of AideNators to the market. Aide-Nators that offers personal concierge service holds 8% of the
market share after their entrance. Magnum Services share drop to 25% but still led the
market for concierge service and OneConcierges share drop to 19%. Share hold by
UAE-Consulting also drop by 1% and make it hold 13% and Assist.aes share also drop
to 14% and The Concierge Companys share drop to 21%. The entrance of Aide-Nators
to the market does not affect much to Magnum Services and UAE-Consultings share
because they offered concierge services for corporate level which is different from AideNators. However, the entrance of the new company does give effect to The Concierge
Company, Assist.ae and OneConcierge which cause their share drop by 2%. This is
because they offered similar service like Aide-Nators offer which is personal concierge
service.

8.2

Market Growth

Concierge service companies came into being when concierges working at hotels
realized their potential, understanding that they did not have to limit themselves to the
hotel guests who sought them out. Concierge companies today offered to take care of
their clients personal and professional affairs, from finding somebody to walk their
dogs, to arranging their meetings and parties and even more. Concierge services were
once considered as superfluous service but now it has come to appear more practical
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and important. The service that once exclusively used the celebrities has now managed
to find footing among CEOs, business persons, and even housewives. Concierge
services saved a lot of people time and help the client with their daily life.
IBISWorld predicts that those businesspersons who earn more than $100,000 a
year and use concierge services usually witness a rise or improvement in their incomes
because they have more time to focus on their businesses and entrepreneurial activities.
Today, private concierge market is growing especially in the Middle East. A lot of
people in UAE have money to burn and they are not afraid to hire somebody to do the
boring tasks in life so that they can free themselves. Most of the people in UAE
especially in Dubai and Abu Dhabi have a lot of money since they have their own
business and they need to focus on their business so that they can operate it smoothly.
This will lead to high demand for concierge service in UAE market since concierge
service can save their time and this also show that the market for concierge service has
potential to growth and below is our companys 5 years sales forecast:

Sales/$
900000
800000
700000
600000
Sales/$

500000
400000
300000
200000
100000
0
Year 1

Year 2

Year 3

Year 4

Year 5

Chart 3: Aide-Nators sales forecast

8.3

Market Action

Since people in UAE especially at Dubai and Abu Dhabi have a lot of money and busy
to operate their company or business, we see this as opportunity for us to enter the
market and offered services that can help them in their daily routine. In order to make
them aware of our service, the positioning strategy of our product must be accurate.
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Since our target is the citizen of UAE especially Abu Dhabi, we need to project a
Middle East personality with a personal touch so that our service meet the needs of our
Middle East clients. We want our company and our services to accept by the local thus
we need to create a company image that can bring positive perception from them and
does not conflict their culture. Advertising of our product also must be catering with
their culture and perception.
There are also other companies that offer the same service operates in the same
market with us. This mean that we need to compete with them in order to stay survive in
the market. To make that possible, aggressive promotion must be done so that people
will know our existence in the market and we need to offer our service at the best price
which is lower than our competitors are offering in order to get the customers attention.
We also need to modify our product to make our product unique and different from our
competitors and introducing new service such as 24 hours of service operation are
relevant in order for us to gain competitive advantage and become the leader of the
concierge service market.
To make our services are the best, we need to make sure our employees are well
trained and understand our company objective to ensure they are on the same page with
the company objective and can give their best service to our clients. We also need to
collaborate with local operator in order to expand our networking so that we can run our
services more effectively and efficiently.
9.0

OPERATIONAL ACTIVITIES
9.1 Description of Companys Operation
Aide-Nators are using direct export as our mode of entry to our business oversea. Direct
exports are when we negotiate, contract and work directly with the client. With that, we
can avoid the use of a middleman, so that we can get a higher return on your
investment, set lower prices and become more competitive. Furthermore, we also have a
direct contact to our client. The advantage of using this type of mode entry are we can
get control of our pricing, direct understanding of clients need and able to utilize their
needs accordingly hence to maintain the client relationship etc.
9.2

Flowchart of Activities

Since Aide-Nators did not want to wait for a customer service representative to answer a
phone call, the team established a goal where 95% of incoming calls would wait less
than 2 minutes for a customer service representative. The team acquired an Automatic
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Call Distribution (ACD) system to route customer calls to customer service

representatives. The call center would operate from 7:00 am to 10.00 pm. The following
figure gives a flowchart specifying the process of answering incoming customer calls.

Figure 1: Flowchart of activities

The team collected data giving the distributions of incoming calls by time of day
and the service times of the customer service representatives to answer the calls.
Besides that, our customer also can come directly to our store in order to know more
about our company. Therefore, customer will have two options to acquire our services
which are either by phone call or walk in directly to our store.
9.3

Level of Industry Activity

During the recession, low corporate profit and low per capita disposable income
discouraged households and companies from hiring concierges, though many new firms
entered the industry during the recession because of its low barriers to entry. As the
economy recovers, demand is expected to return to the industry, with solid revenue and
enterprise growth over the next five years. Aide-Nators offers lifestyle concierges that
have an expansive team ready to help a client with requests that include party planning,
restaurant bookings, recommending the right salons, and the right construction
companies. These lifestyle concierges normally deal with the elite, and often are subject
to odd over-the-top requests and very last-minute demands. We also take care for
customers personal and professional affairs, from finding somebody to buy groceries to
arranging their meetings and parties.

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9.4

Distribution Channel

Aide-Nators are using direct-marketing channel since it has no intermediary levels. In

this case the distributor provides service directly to customers. The Aide-Nators
maintain its own sales force to close deals with clients or sell its services through phone
call or direct walk in to our store where mostly involve face-to-face sales. By using a
direct channel of distribution to connect customer to our services, we can gain several
benefits such as no intermediaries share the profits, Aide-Nators tend to have higher
rates of profit. Besides that, we also have opened a store where the customer can come
to our store and tell us what services that they want to have. Below is our distribution
channel where we deal directly to our customer.

Aide-Nators

Customer

Figure 2: Aide-Nators distribution channel

10.0 ASSESSMENTS OF RISK

As a new company in the market, it might be tough for Aide-Nators to establish the
services to the customers. Most of the established concierge services in Abu Dhabi are either
from international companies or local companies already have their loyal customers. To make
Aide-Nators known among other luxury concierge company, our company does an aggressive
promotion through our user-friendly website as well as letters for citizens in Abu Dhabi. Our
company also has our own application on Android and iOS to help the promotion.
Other than that, most of concierge services in Abu Dhabi are for corporate service at
relatively high price. Our plan to enter the market is to offer our personal service at lower
price than our competitors.

11.0 CONCLUSION
After we have made the analysis on the concierge industry in Abu Dhabi, we can
conclude that there are opportunities for Aide-Nators to enter the market with better quality of
services and more affordable price for customers. Customers in Abu Dhabi might more
familiar with service provided by existing concierge companies in Abu Dhabi; however with
good marketing strategy by Aide-Nators managers we believe we can place Aide-Nators
among international brand. The uniqueness of our service which is more customer oriented
can help to attract customers to use our service.
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