تحليل توسع شركة جرير في الأردن

انا فقرتي 4 و 5 و 6 . اخترنا شركة جرير انها تفتح بالاردن. وهذي فقرات اللي قبلي : Introduction to the Brand and Market 1. Brand Overview (Jarir Bookstore) Brand History: Jarir Book Store, founded in Riyadh in 1974, is a publicly traded Saudi company, a major bookstore chain in Saudi Arabia, and a major Gulf country retailer. The company operates as a multi-category retailer. Products: Jarir’s area of specialization involves a distinctive combination of “Books and Publication” in both Arabic and English, “Office and School Supplies,” as well as “Consumer Electronics” like smartphones and laptops. Positioning: Jarir is positioned as a key multi-category player in knowledge, productivity, and entertainment in Saudi Arabia and the Gulf Cooperation Council. Jarir has a set of strategies, which are large format stores and also an omni-channel experience. 2. Rationale for Selecting the Target Foreign Country: The Hashemite Kingdom of Jordan Jordan is identified as a major expansion country on the basis of: • Cultural and Linguistic Affinity: This ensures that there are fewer adaptations needed for product as well as communication, especially in relation to the book part. This can be attributed to their common language and culture. • Educational Hub: Being a major educational focal point in Jordan provides a continuous demand for Jarir’s products from students and experts in this sector. • Young and Tech-Savvy Population: The youth population composition fuels the demands of the growing electronics business and remains receptive to innovative shopping options. 3. Basic Market Overview (Jordan) • Economic Profile: The market is price-sensitive and import-reliant. A successful entry requires a value-based strategy (focusing on quality and service) rather than solely competing on low price. • Demographic & Cultural Profile: The society values education. The population is heavily concentrated in Amman, simplifying logistics. High digital literacy supports an effective omni-channel (physical store + e-commerce) entry model.  Market Environment Analysis & Entry Strategy 1. Political, legal, and economic conditions of the target market • Political Conditions: Jordan enjoys relative political stability in the region, which minimizes political instability risks and makes it an attractive destination for Foreign Direct Investment (FDI). • Legal Conditions: Requires careful analysis of foreign investment laws, Intellectual Property Rights (IPR) protection for books/e-content, import/customs regulations for retail and electronics, and local labor and employment laws. • Economic Conditions: Market size and Per Capita Income must be analyzed to evaluate the purchasing power for Jarir’s product mix, which includes expensive electronics. Inflation rates, exchange rate stability, and calculation of taxes/fees (like VAT) affecting the final pricing strategy must be monitored. 2. Cultural factors • Values & Religion: Jordan is an Arab and Muslim society; general values are largely similar to the Saudi market, minimizing the need for radical cultural adjustments to content and promotion. Cultural and religious sensitivities must be considered when selecting visual products and content. • Business Systems: The business system relies on strong personal relationships (Networking) and trust. Understanding organizational hierarchy and ensuring Jarir aligns with local commercial practices is necessary. • Communication Style: Predominantly a High-Context Culture in communication, where personal relationships are key, and an indirect negotiation style may be used. • Consumer Behavior: The Jordanian consumer is price-sensitive and seeks value for money. A large segment of the population leans toward technology and education, creating strong demand for Jarir’s products (electronics and books). 3. Competition analysis • Local Competitors: Identify local bookstore chains, large stationery stores, and specialized electronics shops. Evaluate their strengths in local distribution and customer service. • International Competitors: Determine the presence of competing regional or global retail chains. • Jarir’s Competitive Advantage: Lies in its integrated "All-in-One Store" model, combining books, electronics, and stationery under one roof, in addition to its strong regional brand equity. 4. Choice of entry mode • Choice of Entry Mode: Direct Investment through establishing a Wholly Owned Subsidiary. • Justification: Direct Investment is preferred to ensure complete control over operations, customer service quality, store design, and the implementation of the standardized marketing mix that forms the core of the "Jarir Bookstore" experience. This mode is essential for maintaining brand image and regional value. 5. Justify choice using relative advantage, compatibility, complexity, trialability, and observability • Relative Advantage: Direct Investment provides the greatest control to optimally apply Jarir's competitive advantage (broad assortment and advanced technology) without dilution or conflict with a partner. • Compatibility: This mode aligns with Jarir's regional growth and expansion strategy in markets with cultural similarities. • Complexity: Despite the higher initial legal and operational complexity, full control over the supply chain and services reduces complexity in the long run compared to managing a Joint Venture relationship. • Trialability: A single Pilot Store can be launched in a key strategic location in Amman to assess market response before fully expanding. • Observability: The size and distinctive design of Jarir’s large stores ensure the highest level of observability and visibility in the Jordanian market, contributing to rapid brand awareness building. Political, legal, and economic conditions of the target market • Political Conditions: Jordan enjoys relative political stability in the region, which minimizes political 3. Marketing Mix Adaptation (4Ps) Product Strategy Use Arabic-first labeling with optional English for imported books and electronics. Adjust product assortment to include Jordanian authors, university textbooks, exam prep materials, and affordable stationery. Ensure electronics comply with Jordanian safety standards and use compatible voltage and plugs. Adapt store design and visuals to reflect modest, family-friendly cultural norms. Pricing Strategy Apply value-based pricing aligned with Jordanian income levels. Include customs duties, VAT (16%), and logistics costs in final prices. Offer competitive pricing against local bookstores and electronics retailers to support market entry. Promotion Strategy Use culturally appropriate Arabic messaging that emphasizes education, family, and knowledge. Focus on high-reach platforms in Jordan: Facebook, Instagram, TikTok, and Google Ads. Partner with local influencers, universities, schools, and educators. Targeted offers: Back-to-school discounts Student loyalty program Bundle deals (books + stationery) Sponsor educational fairs or reading initiatives, strengthening brand trust. Place Strategy Open flagship stores in Amman and major malls; expand gradually to other cities. Launch a localized e-commerce platform with nationwide delivery. Partner with local logistics providers for efficient last-mile delivery. Use centralized warehousing near Amman to reduce transportation costs. 4. Sales and Personal Selling Approach Sales Force Choice Hire local Jordanian staff for sales and customer service to ensure cultural fit and strong customer relationships. Deploy limited Saudi expatriates initially to transfer Jarir’s operational standards. Sales Training Plan Train staff on customer etiquette, relationship-based selling, and cultural sensitivity. Provide strong product knowledge training for books, electronics, and educational tools. Compensation & Motivation Competitive fixed salaries aligned with Jordanian labor standards. Sales commissions on electronics and high-margin products. Incentives such as monthly bonuses, employee discounts, and career growth opportunities.