Dubai has emerged as one of the main hubs for global investments. With its strategic location, robust infrastructure, business-friendly environment, economic diversification, high quality of life, and international community, Dubai offers unique opportunities for those seeking to expand their financial and commercial horizons. The city continues to attract investors from all over the world, reaffirming itself as a center of excellence and an ideal place to realize successful projects.
The Internationalization and Marketing Department of Kelmer Group, an international company operating in the business consulting sector, not only supports businesses in approaching and assessing the Dubai and United Arab Emirates (UAE) markets but also studies communication and marketing strategies to help companies promote and develop their activities and gain visibility in the local market.
Evelina Farinacci, Head of the Internationalization and Marketing Department at Kelmer and a professional in the field, offers an interesting perspective on investment opportunities and how Kelmer is committed to supporting its clients.
What kind of appeal does Dubai (and the UAE) hold for businesses interested in expanding into new markets?
Over the years, Dubai has solidified its role as a regional hub and a gateway to international markets. The significance of this role has grown in recent years thanks to a series of successful internal policies (including effective pandemic management that allowed Dubai to attract talent and investments while much of the world was under intermittent lockdown) and its ability to leverage international geopolitical events, positioning itself as a safe haven and a natural business accelerator due to its infrastructure, tax regime, and strategic location.
Who is the Internationalization and Marketing service offered by Kelmer directed towards?
The service offered by Kelmer Group is directed at companies and entrepreneurs interested in expanding their business abroad. Kelmer supports its clients from the groundwork of a project to finding a commercial partner for positioning their brand in the target country or simply studying the market – either individually or comparatively – to evaluate the risks and opportunities of a development project. We receive various types of requests from companies of different sizes and operating in various sectors. Several factors allow us to offer a solution to every type of request: our deep-rooted experience, a network of offices in the most strategic international markets, a pragmatic and structured market approach that transcends the specific sector, and, of course, a 360-degree view of the client and their needs, thanks to the diverse expertise that we make available from the start from our colleagues in other departments.
What are the essential requirements for a company looking to enter new markets, and why is it necessary to seek assistance from professionals in the field?
Among the essential requirements is the need to be structured to operate internationally, have solid liquidity and/or access to credit to support complex strategies and positioning, as well as offering a high-value product/service with a competitive cost. That being said, there are also other “soft” requirements that are not easy to put into words that fit every situation. Certainly, having a culturally appropriate approach to foreign markets, being agile, flexible, and determined (the “hit and run” approach doesn’t work anywhere), and being open to collaboration with professionals who facilitate the process – all these factors help. As for why it’s necessary to seek assistance from professionals, in such a globalized world, the level of competitiveness is very high. Local experience is essential, especially in the early stages of studying and approaching the market. There are many pitfalls, and a hasty or incorrect step can result in significant losses of money, time, and reputation. Even for more technical aspects of doing business, such as corporate incorporation, choosing a local partner or an office, a property, a free zone, etc., an in-depth analysis and the value of consulting with experienced professionals are decisive for the success of the project.
Through which best practices/models or activities does Kelmer Group support businesses?
Our approach is tailor-made, so the first step of the best practice is definitely one or more calls with the client to thoroughly understand the characteristics of the company, the project, and specific needs. Only after an analysis that often involves other departments as well, we can formulate an appropriate proposal, especially because we like to look at individual projects in a medium-to-long-term perspective.
That said, the services offered are those related to internationalization: market research for specific sectors and segments, very accurate matchmaking that results in scouting or commercial missions where the client has the opportunity to meet with relevant stakeholders at a stage when these operators have already been informed, sensitized, and have expressed concrete interest in exploring collaboration opportunities.
At its core, we always ensure that industry experts respond to clients’ inquiries. The UAE market is always changing, very sensitive to various factors, and has significant turnover of human resources. Capturing the snapshot of the specific moment, while contextualizing it, is essential.
Our relationship with local operators is fundamental; we learn from them the secrets and dynamics of the industry that are rarely evident from conventional studies and research. In our department, missions are definitely the most requested service and the most effective tool for those who want to approach the market in a structured manner.
An important added value we bring is the ability to present to the client not only the opportunities in the UAE market but also those in other markets where we have a presence.
In this regard, and with an eye on optimizing time and resources for the client, we have introduced a new service: the Mixed Missions in the United Arab Emirates – Saudi Arabia and Vietnam – Thailand, markets on which we focus and believe in a lot. With this format, the client has the opportunity to take advantage of the geographic proximity of these countries and benefit from our scouting/matchmaking services, meeting in a single trip a targeted selection of stakeholders in two highly potential markets.
This service is particularly suitable for companies seeking commercial partners (distributors, agents) for the sale of products and brand positioning. To learn more, simply contact our team in Dubai (dubai@kelmer.com) and book an initial free online consultation.