Anaaqa Enterprise - Providing Beauty to the Saudi Arabian Market
Anaaqa Enterprise is a relatively new business, having entered the Saudi Arabia market at the beginning of the year. The company is owned by two siblings, with their parents owning a ten percent stake due to the financing they provided for its founding. Anaaqa Enterprise roughly translates to beauty and it is what the company strives to provide to its clients. As a business, we are aware of the increasing consumer trends in Saudi Arabian apparel, and we are aware of the strict regulations that both men and women must obey when it comes to dressing. we aim at ensuring they are not left out of the fashion world.
Focusing on Clothes and Shoes for Men and Women
The main products that Anaaqa Enterprise sells are clothes and shoes for both men and women. However, out of the two, women are the majority of our target population and market share. The products are mostly suitable for persons between the ages of thirteen to forty. We have narrowed down our services to include custom fitting, custom ordering, walk-in sales and now we want to introduce online shopping. We do believe that the latter will help our business to grow internationally because as Rigby (2011) explains, online shopping can be done anywhere so long as the shopper has internet connectivity and access to the site.
Staying True in a Consuming World
Our business statement is "Staying true in a world that can be consuming." The goal behind this is to remind everyone that even as we evolve towards an international culture, we all have roots that give us our individualism, so embrace them. It is the vision of the business to be internationally accepted amongst some of the top fashion brands in the world. We strongly believe that we have the potential and resources to compete with top fashion houses that are internationally recognized. Lastly, the objective of the business is to not only sell clothes and shoes that have been imported but to have its only clothing line in the next five years. This is the main reason as to why Anaaqa Enterprise was established and we want to fulfill it.
Simplifying the E-Commerce Experience
As mentioned above, we are soon launching a website to help with our e-commerce business. The processes will be simple for the customer to follow as what they need to do is the following. First-time customers will need to register and get their unique passwords. This will give them a unique identity for payment and security purposes. As an online business, we value our customer's privacy thus will not share critical information with third parties. After login, customer shop and add items to the cart and when ready, they will proceed to pay for the calculated amount. Payment will be online and a unique code for verification will be sent to the consumer through email or phone number if given. Consumers will have the option of choosing how to get the selected items. If they are to be delivered, a small fee will be charged to cater for this. Customers can also pick you their goods from our shop once the order is paid for and confirmed.
Building on Strengths and Addressing Weaknesses
Thus far the strength of the business is that it is centrally located which means easy to find for the target population. Also, our prices are very reasonable for high-end products thus affordable to many. Our weaknesses, however, is that we are promoting more of what we import than what we produce in-house. We have the opportunity of becoming a fashion brand in Saudi Arabia as well as the rest of the world. This opportunity is backed up with growing market trends, demand for local designs as well as internet growth that is making it easier to conduct global businesses. The one threat that we have is competition. This is everywhere are we cannot avoid it. Competition means shared markets, demand, and profitability and when not well addressed, it could be the downfall of a business (Porter 1979). We, therefore, have to look at both the internal and external factors while implementing strategies to build our e-commerce business.
A Simple and User-Friendly E-Commerce Website
The e-commerce website will be simple because it has come to our attention that shoppers are looking for a simple to navigate websites. We want to incorporate minimal usage of color because we do not want a colorful website that can be confusing to the customer. Also, there will be a drop-down menu on the far left-hand side where users can choose the categories they want. On the right-hand side will be the login button and the cart button. We intend to have a small section at the bottom of the screen that will cater for fashion blogging and news. Sometimes, consumers want to read and explore more than just want the site has to offer. A good percentage of the web page will be dedicated to the different items that we have on sale as well as their prices. We believe that the simpler the site will be, the more room we will have for future advertisements.
Bibliography
Rigby, D 2011, The Future of Shopping, Harvard Business Review, accessed 15 March 2017, https://hbr.org/2011/12/the-future-of-shopping
Porter, M 1979, How Competition Forces Shape Strategy, Harvard Business Review, accessed 15 March 2017, https://hbr.org/1979/03/how-competitive-forces-shape-strategy
