Retailers must do, case

In the article retailers must do more to stay on top of competition, many aspects from Hamel Business Concept Innovation and Porter Five Forces could be driven. The article mentioned that retailer’s outlets in Dubai should continually raise their performance standards to follow the rapid increase in Dubai marketing growth. Each new mall cut a piece from the outlets that had been introducing themselves in the market. According to Porter Five it could be a threat of new entrants. In addition to the power of new entrants, the financial government support for each new mall or outlet might hurt the competition standards. Now any new entrants have a competitive advantage on the previous outlets. Previous outlets in Dubai need to have better Product/Market scope, which mean they have to decide their market segmentation carefully. This new Product/Market scope needs Relationship Dynamic which to fit with new market segmentation. The change in the market should go along with new way of interaction between producer and customer. It could be face to face interaction which means change the products range or target new customers. Outlet that had been in the market for more than twenty years and which mainly depend on local customers need to shape their products to satisfy tourists more. Also that movement toward malling the UAE enforce many outlets to have flexible Pricing Structure. Outlets have many different alternatives to choose how they are going to determine their price. Changing the performance bar which mentioned in the article relate directly to how fast and effective could pricing structure strategy might be. Finally Fulfillment and Support which is part of Customer Interface framework is in favour of the new outlets, channels in the malls would be easier to reach by customers and the level of service by the government is much higher.