W.N.G Services Providers — SME Case Study (UAE)

W.N.G Services Providers Figure 17: The WNG logo Company Description, Products and Services W.N.G Services provides various field services in the UAE

and the Middle East. Its services industries are

• Automotive Selling
• Cargo Land Transports
• Selling Businesses Products
• Selling households Items

W.N.G Services Providers As one of the quickest growing industries, WNG intends to take advantage of the success of those industries by adopting distinctive strategies that create it easier for consumers and sellers to exchange goods.

The mission of WNG is to become the leading local and regional freight forwarder, car sales, commercial products, and personal items provider in the Middle East. WNG’s service providers are committed to building long-term customer relationships through high-quality training and customer service and hope to be recognized as a leader in the Middle East industry. The company’s goal is to achieve steady growth and profitability in the second year of operating.

The Company’s Vision The intention of WNG is to be the main issuer of hassle- unfastened offerings business expert marketplace as offerings providers, initially working within the United Arab Emirates.

By capitalizing on our level in WNG Services Providers, we are able to endorse and direct customers to the sort of offerings they may want to be confident that their existence is simpler with our offerings.

History W.N.G Services Providers provides various services to individuals and businesses in the UAE and Middle East.

¡ Services It provides a wide range of services to best serve customers and ensure that they can work smoothly without any problems. These services include the best prices in the industry, pre-release and post-release, and skilled agents to deal with.

¡ Guarantees and Warranties By directly contacting the law, clients are financially protected from the company’s own faults or the faults of its representatives. In addition, all processes are documented.

With the experience of WNG as a service provider in the transportation industry in the Middle East, it is able to create customized service routes and provide the most comprehensive and informative services. With its first- class customer service, WNG Service Providers can distinguish itself from competitors.

Advertising & Promotions Connecting Business to Customers (B2B) Connecting Clients to Customers (C2C) Building customer relationship Business Strategy Figure 18: WNG’s business strategies ¡ Advertising and Promotion Its advertising and promotional activities are based on two key strategies: its social media pages, customer relationships, and its partnerships with previous customers.

For social media, it plans interesting, informative, and actively managed social media accounts. There will be videos and photos showing progress and past projects and different types of news, such as monthly gasoline price news, etc.

For customer relations, it will record every sales contact, with excellent information about customers and potential customers as it strives to provide truly personalized service. Its database contains all data from all customers, including projects it undertakes from customers and uses this information to encourage satisfied customers to recommend services to friends, family, colleagues, and employers.

For business association, the company will write to all previous business customers to announce the start of new business and provide them with special entry services.

¡ Connecting Businesses to Customers (B2C) It will connect businesses in which it is advertising its products and services.

o Connecting Clients to Customers A third party between seller and buyer directly without any other involved parties.

o Building Customer Relationship It will build a database with clients and customers where it will be in direct contact with them for any of future projects.

SWOT ANALYSIS ¡ Strengths W.N.G’s strength is that for the time being, it is financially stable and doesn’t have a lot of expenses for its services.

The company has a strong database of previous customers, clients, and businesses that it has been dealing with since before operating and it knows their needs and wants. Moreover, the idea of having all sectors together in one piece with providing ease of work to the clients in each sector is what will differentiate it from other service companies.

¡ Weaknesses Its weaknesses are that it lacks a capital, which will not allow it to do many things, and it has a weak social media presence due to the inability to have a license.

¡ Opportunities Brand redesign can lead to customer growth and its maintenance of quality customer service will help gain more clients and build a stronger database. Also, it will be able to build up services with more businesses and clients in order to serve all three parties of businesses, clients, and customers.

¡ Threats It is still a small business that’s not yet licensed and a threat will be when potential competitors who will be licensed hear about us, what will the consequences be? Also, another threat is losing customers to other businesses due to high competition in the future.

Market Research In the current stage of strong economic growth, WNG Service Providers can take advantage of many important industry opportunities.

Long-Term Opportunities Market Opportunities Geographic Area Competitive Environment Market Research Figure 19: Market Research of WNG Service Providers ¡ Competitive Environment The quality of service and the number of suppliers in the industry fluctuate constantly. The company’s competitive advantage will be to attract and retain the most skilled and competent agents it can hire. With its experience in the United Arab Emirates and the Middle East, it can provide the most accurate and up-to-date information.

¡ Long-Term Opportunities It seems that the Middle East will continue to become the mainstream, and the Internet will become the main channel for this market. The economic environment will be the most influential factor in determining how many people need these services. The other driving force behind its service is the same cost and any other requirements necessary to provide service.

¡ Geographic Area WNG Services Providers is based in Sharjah, UAE, and targets clients interested in any of its services in the UAE.

Later, it will move to work around the Middle East region.

¡ Market Opportunities It believes that by focusing on the service industry, offering a limited but wide range of packages and prices, and targeting services to high-income professionals, it can meet the needs of its customers.

Business Controls ¡ Accounting System It will use a computerized financial management system that will allow it to regularly analyze trade and marketing activities in order to analyze the sales profit margins of the various transportation services it provides.

¡ Quality Control It will develop script sketches to help sellers process queries. This ensures that all calls are treated equally and meet high standards. It will encourage potential

customers to provide it with feedback about the service

¡ the ability to process your request ¡ the time from the first customer request to the actual loading date at the specified time ¡ the customer’s response to the shipping time (whether it meets the conditions) ¡ Their expectations ¡ Risks Associated with Growth The company sees a few dangers related to its predicted

growth

¡ Losing touch with customers ¡ Loss of customers to different providers ¡ Quality of offerings diminished ¡ New businesses The dangers going through the enlargement of WNG

Service Providers may be summed up in a single word

competition. To preserve its function within the region as the most suitable corporation in the UAE, WNG wishes to outshine its competition. By preserving its consciousness on advanced understanding and awesome client service, it can be capable of upholding functions within the industry, thereby maintaining cutting-edge customers and attracting new customers.

¡ Technology Plan W.N.G Service Providers will take advantage of new technology and social media revolutions that match with the constant change in trends that is seen in the service industry, where online businesses are taking over. During this current pandemic and regarding the business plan of WNG Service Providers, the technology plan is to ensure a high-quality and high technology website that ensures customers with all the details of conducting business to business transaction or business to customer transactions, and will be a customizable website. Moreover, social media management is the process of performing a strategy that suits the organization based on providing insights and visuals that cope with services that the company provides. WNG Service Providers will be a company that is highly invested in social media management where it relates to the marketing, operational, and organizational main strategies of the company. Social media is now one of the leading technologies that is accessible to almost every business and individual around the United Arab Emirates, so it leads the company to strategize and implement a social media management team that will be valuable to both the business and the customer.

WEBSITE TECHNOLOGY PLAN SOCIAL MEDIA MANAGEMENT Figure 20: WNG’s Technology Plan ¡ Management Team The management team includes all the people who are in charge of creating and operating the services. The main team is formed by Wadee Gaiath, who is the managing director in charge of all the aspects of the business.

Nouraldeen Dirar is the co-founder of the business and a COO, and Ghazal Odeh is in charge of the marketing and is the marketing executive. Since it is an online SME, employees will not be available at the company until the target is reached of having enough financial ability to be provided with employees that will do the work of connecting customers with businesses and buyers to sellers.

WEBSITE Managing Director & Founder Mr. Wadee Gaiath Co-founder Mr. Nouraldeen Dirar Marketing Executive Mrs. Ghaal Odeh Figure 21: Management Team of WNG Service Providers ¡ Financial Plan The source of the money that is budgeted to the company will consist of business partners, Gaiath, Odeh, and Dirar, who will cover around 60% of the financial cost of operating the company, while the other 40% will be covered through an angel investor, which will be a silent partner in the organization. The cost included in the financial plan will be the expenses of conducting the business process, which is measured at a budget of 200,000 Dirhams.

The financial plan of WNG will be divided into expenses that consists of the marketing costs, which will be 100,000 Emarati Dirhams, according to calculations of promoting the business through social media platforms, which is discussed in the technology plan and mentioned. Social media management will ensure customer outreach to reach potential customers and target segments of the organization since it is a customer-based business with no manufacturing cost. There will be room for improvements to the marketing aspect of the company as well as technical improvements on the website, which will be obtained from the 100,000 Emirati Dirhams.

The rest of the 100,000 Dirhams from the budget will be 100,000 Emarati Dirhams, which will cover license costs and running costs, as well as covering the government fees of conducting business in the United Arab Emirates.

¡ Organizational Plan The organizational plan of WNG Service Providers

consists of

o Strategic

Planning

It is the strategy of contributing to the long-term mission and vision of the organization where the organization follows a strategic plan in order to achieve its organizational goals and objectives. In the case of WNG Service Providers, the strategic plan is to achieve smooth transactions and business to business, customer to business, and client to client trading, where it has to be confidential and meets certain standards.

o Tactical Planning: Where the planning is set towards short-term goals and objectives such as tasks. In the case of WNG, the tactical planning is to abide and comply with everyday tasks and obtain the goal to meet a quality standard that requires customer satisfaction.

o Contingency Planning: It is the back up strategic or organizational plan which on an organizational level is called a Plan B. In the case of WNG, there has to be options or alternative plans that comply with the business goals and objectives where the team has to be ready for challenges to obtain the mission of the company.

o Operational Planning: It is the setting of the tactical plan in regards to daily tasks and objectives where there has to be a time frame of doing business in a timely and professional manner. In the case of WNG Service Providers, the operational planning has to be on a high level of time management while having quality and customer satisfaction guidelines.

Organizational Planning Strategic Planning Operational Planning Training Planning Contingency Planning Figure 22: Organizational Structure of WNG

W.N.G is not in a licensed business yet, and it is not yet in a very secure financial position. Improvements in every area of the company are needed if the company is to survive and then grow. The key areas to improve are when it gets a big project in hand that would help it achieve financial stability to the point it can say it is a licensed company in the UAE at first sight. Management must address these areas simultaneously if the company is to overcome its present poor record.

¡ Limitations It must be remembered that this profile is limited: a greater depth of understanding and evaluation can only occur with physical license, office, a professional website, and resources such as comparisons with budget forecasts and the statement of changes in financial position. Only after this process can a full appreciation of the company’s current situation and possible future occur.

¡ Prospects At this point, the company does not have strong future prospects in the areas of profitability, liquidity, or stability if it continues on its current path. As I mentioned, it has to focus more on working on high level projects with higher risks and higher profits in order for it to achieve its goals, which includes getting financed by angel investors in the future.

• Explain the business strategy.
• Explain the SWOT Analysis.
• Explain the organizational structure.
• Explain the limitations of the organization.
• Analyze the mission and vision of the organization.