Business Proposal for Al Bustan Retail Facility (ARF) Prepared By: Dr. Munir Hourani Introduction Al Bustan Retail Facility (ARF) Business Proposal will define broad city-wide goals for sustainable development into focused, actionable, area-specific strategies to ensure the vitality of the central area of Abu Dhabi city and enable us to achieve our community vision Abu Dhabi 2030. The planning process will place an emphasis on ways to promote and improve mixed uses and quality future concept of a retail facility, service-oriented and affordable, transportation and parking management, and the quality and capacity of public infrastructure.
Our intent is to identify, understand, and address current strengths and barriers to the creation of new futuristic retail facility development. At the same time we need to make the hard decisions necessary to facilitate the continued evolution and maturation of this vital and dynamic mixed use (ARF) facility. We will hire specialized retail consultant to help produce and accomplish this study and put it in force. Feasibility Study Methodology Our Study will serve the objectives by addressing the future retail marketing concepts through utilizing and studying of the following trends: 1.
Successful in international retail trends and retailing trends to attract the ‘new consumer’. 2. Creating new store (Future Stores) designs and concepts to engage consumers and drive profits. 3. Utilizing the latest in-store technology platforms to effectively create, manage and measure the in-store shopper experience. 4. Harnessing the power of innovative multichannel solutions to engage with new customers and increase the shopper experience 5. Maximizing the potential of social media to engage with the new consumer 6.
Future Branding: Connecting your brand with today’s consumer 7. Engaging with the regional consumer: Successfully introducing customer loyalty schemes to increase repeat custom, brand visibility and profitability 8. Capitalizing on the soaring growth of the grocery and FMCG market in the Middle East. Retail Feasibility Analysis A retail market analysis will help to determine strengths, gaps and opportunities for retail development and retention of ARF. Bearing in mind the following feasibility understanding: Abu Dhabi downtown is home to one of the most dynamic small downtowns in the UAE. ARF is one of the centerpiece of the community from a retail, dining, and entertainment perspective and widely regarded as one of the most successful mixed-use area. The ARF vicinity provides a variety of office, residential, cultural, retail, and institutional uses and is the undisputed center of new Abu Dhabi. * Over the past several years, the retail climate in Abu Dhabi has evolved. Major retail developments, traditional retail competitors and malls have added worthy competitors to downtown Abu Dhabi. Retail business has benefitted from the climate dominating Abu Dhabi island ( humid and hot ) most of the years round, to create the culture of shopping and entertaining in indoor areas. * Downtown Abu Dhabi is now at a crossroads of development. The community has enjoyed marked success since the boom of 1990s and does not wish to rest on those accomplishments. The recent recession has “complicated” the market forces at work in the country, resulting in store closures, reduced profits, and traditional retail churn.
In Abu Dhabi all of this is happening at the same time that retail and dining destinations have expanded out of the traditional retail business. * As you know Abu Dhabi now is on the cusp of a new downtown master plan process that will provide detailed analysis of downtown and provide the chance to share this planned community expansion. Scope of Work We will be working on the following subjects or tasks to fulfill the Objectives of the study. The Scope of work will be limited to the following: 1. Review and understanding of prior Abu Dhabi retail market. 2.
Overview of local and ARF vicinity retail capacity including: * Market definition * Market segmentation and demographic analysis 3. Analyze the existing retail mix and growth for the ARF, and the assessment of visitor versus local traffic. 4. Identify potential retail voids in the ARF area. 5. Recommendations to capture retail market opportunities, and reinforce customer base. 6. Marketing recommendations: to develop a series of new retail brand allocation (Franchises), marketing, business retention, and recruitment recommendations for ARF. Specific Deliverables: 1. Review of prior Abu Dhabi retail market Report. . Local and ARF vicinity retail capacity Report. 3. The assessment of visitor versus local traffic Report. 4. Identify potential retail voids in the ARF area Report. 5. Marketing Recommendations and new retail brand Recommendation Report. 6. Al Bustan Retail Facility (ARF) Feasibility Study Final Report; detailing the results of the tasks mentioned above, also including an Executive Summary of major findings. 7. An annotated presentation for sharing findings easily with stakeholders. Project Phases Phase 1: Review of prior Abu Dhabi retail market task, and Local and ARF vicinity retail capacity task.
This phase will end with delivery of the mentioned tasks Reports. Phase 2: The assessment of visitor versus local traffic task. Identify potential retail voids in the ARF area task, nd Marketing Recommendations task. This phase will end with delivery of the mentioned tasks Reports. Phase 3: Feasibility Study Final Report; detailing the results of the tasks mentioned above, also including an Executive Summary of major findings. Project Duration This study will need 90 days for the purpose of executing all Business Proposal objectives.
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