Abstract:
This Final Year Project explores the international market potential of Shan Shoop Noodles, focusing on the Middle Eastern Market, with a strategic focus on Dubai, UAE, which will serve as a launchpad for Shoop's Expansion to International markets. Given, the backdrop of changing consumer preferences, growing demand for Halal products by Muslims all around the world, geopolitical influences, and culturally resonant food options, this project presents a timely opportunity for Shoop to establish itself as an alternative to Western brands like Maggi and Knorr which have faced boycott movements by Muslims all around the world, moreover through its unique and spicy flavor options Shoop can fare well against brands like Indomie having mild flavor options and by competing with these brands in Dubai, Shoop will give itself a chance to gain a substantive share in the instant noodle market of middle east. This project analyzes key market trends, consumer behavior, and competitive dynamics in the UAE’s processed food industry. With the findings revealing that the South Asian Diaspora (Pakistani, Bangladeshi, Emiratis and Arab expatriates) is a strong demographic because of their preference for halal-compliant products, products with nothing to do with the west (Israel in particular), nostalgia for home, openness to experience, and flavors with a spicy kick. And it is pertinent to mention that the ongoing boycott of Western brands in Muslim majority nations has opened a strategic window for Shoop to position itself as ethical, sensitive to values, and a homegrown alternative. This project includes a detailed introduction of Shan Foods and Shan Shoop Noodles, thorough market research on Middle East's market, target audience/ market identification, pricing strategy recommendations, distribution strategy recommendations, and lastly marketing campaign suggestions for launching Shoop in middle east. Moreover, it also contains a detailed SWOT and PESTEL analysis solidifying Dubai as an optimal launch market, due to its consumer base which is unique and diverse, a strong e- commerce infrastructure, and Shan Foods’ existing distribution network. This project also includes an actionable roadmap for Shoop Noodles’ regional expansion, with a key emphasis on digital engagement, retail penetration, community-driven branding and hyper localization. All the recommendations presented in the project aims to help Shoop capture 10-15% market share in Dubai within two years while doing the groundwork for expansion to other Emirates in UAE, and countries like Saudi Arabia, Qatar, Kuwait
