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Intenationalization in the

UAE

DubaiJanuary 24-25-26-27

2015

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The UAE are the seventh largest producer of oil and natural gas, and occupy the seventh place in oil reserves (9.4% of

the world total) and natural gas. Although the growth of the oil sector has suffered a slowdown in 2013, estimated at

less than 3%, the growth of the non-oil sector has instead accelerated. The growth of services remains strong, helped

by trends in private consumption and strong dynamics of trade, transport and tourism. A further expansion of airlines

IN THE COUNTRY WILL BE SUPPORTED BY THE RECENT SIGNIfiCANT PURCHASES OF NEW AIRCRAFTS AND THE OPENING OF NEW ROUTES.

Tourism continues to grow thanks to the objectives of the UAE into new markets and the ever-new offers of product and

attractions.

BILATERAL ECONOMIC RELATIONS ARE EXCELLENT AND CONSTANTLY GROWING. THE UAE REPRESENT THE fiRST EXPORT MARKET FOR ITALIAN

EXPORTS TO THE ENTIRE ARAB WORLD. ITALY IS THE SEVENTH WORLDWIDE SUPPLIER FOR UAE AND THE THIRD AT EU LEVEL. TRADE BETWEEN

ITALY AND THE UAE HAVE SEEN A SHARP INCREASE FROM 2011, WHEN ITALIAN EXPORTS TOTALLED 4.7 BILLION EURO, WITH AN INCREASE OF

28.5% COMPARED TO 2010, WHILE ITALIAN IMPORTS HAVE TOUCHED 861 MILLION EURO, WITH A RECORD INCREASE OF 91.2%.

IN 2012, THE TREND CONTINUED TO GROW WITH 5.5 BILLION EURO OF ITALIAN EXPORTS TOWARD THE UAE (+16.7%), AND WITH THE

ACHIEVEMENT - DESPITE A SLIGHT DECLINE IN ITALIAN IMPORTS - OF A RECORD OF 6.1 BILLION EURO IN TOTAL TRADE (+ 9.4%). FOR 2013,

ALBEIT WITH A LESS SUSTAINED PROGRESSION, THE TREND OF INCREASING BILATERAL TRADE CONTINUED TO GROW, WITH A VALUE OF ITALIAN

EXPORTS OF 5.5 BILLION EURO, CORRESPONDING TO AN INCREASE OF +0.1% COMPARED TO 2012, WHILE THE IMPORTS SHOWED A PEAK

of 1.3 billion, equivalent to an increase of 100% over the previous year. The total interchange was 6.8 billion equal to an

increase of 10.6%.

THE MAIN PRODUCTS EXPORTED FROM ITALY TO THE UAE CONSIST OF JEWELLERY, INDUSTRIAL MACHINERY AND MECHANICAL EQUIPMENT

INCLUDING SPECIAL DERIVATIVES OF REfiNING, PIPING, STRUCTURAL STEEL, CABLES AND ACCESSORIES, APPAREL AND ACCESSORIES.

MOREOVER THERE HAS ALSO BEEN A STABLE GROWTH IN TERMS OF PRESENCE OF ITALIAN COMPANIES IN THE COUNTRY, CURRENTLY CONSI-

STING OF APPROXIMATELY 350 UNITS, BOTH WITH THEIR REPRESENTATIVE OFfiCES OR THROUGH INVESTMENTS IN JOINT VENTURES. ANOTHER

IMPORTANT ASPECT IS THE INCREASE IN TENDERS IN THE UAE WITHIN THE fiELDS OF OIL & GAS, INFRASTRUCTURE AND INDUSTRY. IN RECENT

YEARS, THE ITALIAN COMPANIES HAVE WON MAJOR CONTRACTS AND CARRIED OUT WORK TO THE VALUE OF SEVERAL BILLION EURO. THESE

contracts, in addition to the considerable volume of business for the successful tenderers, also represent a strong push

for exports, since any enterprise engaged in the execution of public works tends to procure the necessary services,

products and equipment supplies from their own country of origin.Greater opportunities for business will arise due to the Milan EXPO 2015 and EXPO Dubai 2020, following a Memoran-

dum of Cooperation signed by the companies' management of the two events on the occasion of the recent visit of the

THEN PRESIDENT OF THE COUNCIL, HON. ENRICO LETTA ON 2ND FEBRUARY 2014.

Internationalization in the UAE

Why United Arab Emirates?

1. PROSPECTIVE GROWTH IN BILATERAL TRADE

FOR ITALY AND SINCE THE PAST FEW YEARS, UAE REPRESENTS THE MAIN MARKET FOR EXPORTS TOWARDS THE ARAB WORLD. AFTER THE

fiNANCIAL CRISIS THAT HIT DUBAI IN 2009-2010, THE EXCHANGE OF TRADE BETWEEN ITALY AND UAE BEGAN TO GROW AT A RAPID PACE

SINCE 2011. THE MAIN SECTORS OF ITALIAN EXPORTS TOWARDS UAE REMAIN fiRMLY FOCUSED IN JEWELLERY, INDUSTRIAL MACHINERY, ANDmechanical products and electronic /electromechanical. Moreover there is also a high perspective of growth in several

other areas.

2. OPPORTUNITIES FOR ITALIAN COMPANIES TO ACCESS INFRASTRUCTURE PROJECTS

Thanks to the remarkable development and infrastructural plans implemented by the UAE government in various con-

struction sectors (ports, airports, road and rail networks, hospitals, schools, hotels and tourist facilities, energy plants,

HOUSES, INDUSTRIAL PLANTS, ETC.), ESPECIALLY AFTER BEING AWARDED THE EXPO 2020, THE PROSPECTS FOR ITALIAN COMPANIES TO

ACQUIRE CONTRACTS TOWARDS THE CONSTRUCTION OF CIVIL WORKS, IN BOTH PUBLIC AND PRIVATE SECTORS, REMAIN HIGH. BESIDES, ITALIAN

SME’s can be inserted in as sectorial suppliers or sub-contractors.

3. PROSPECTS FOR GREATER INTEGRATION OF ITALIAN COMPANIES ON THE EMIRATI MARKET

IN THE UAE, THERE ARE ALREADY AROUND 350 ITALIAN COMPANIES OPERATING IN VARIOUS SECTORS. THE CURRENT UAE LEGISLATION

for foreign activities constitutes the obligation to use an Emirati partner with the formula of 49-51% shares which favors

the local partner. Though for a while now, an initiation has been taken to review the percentage of shares to favor the

FOREIGN PARTNER. AT THE SAME TIME, THE COUNTRY HAS IMPLEMENTED NUMEROUS FREE ZONES, WHICH ALLOW 100% OWNERSHIP

and various other trade facilities.

4. POSSIBILITIES OF INCREASE IN TOURISM IN BOTH DIRECTIONS

The UAE touristic demand is characterized by a luxury clientele, with a cultural level medium-high and a growing pro-

pensity to travel. The varied demographic composition of the country (Emiratis compose just 18% of the resident popu-

LATION THAT COMES INSTEAD FROM OVER 200 COUNTRIES) CREATES A DISTINCTION BETWEEN EMIRATIS AND “EXPATS”. IF THE EMIRATIS

BOAST OF ONE OF THE INCOMES PER CAPITA HIGHEST IN THE WORLD, EVEN THE LOCAL EXPATS LOVE TO TRAVEL. IN ADDITION, IS THE

INCREASE IN flOW OF PASSENGERS FROM ITALY (BOTH LEISURE AND BUSINESS TRAVELLERS).

5. PROSPECTS FOR INCREASED ITALIAN PARTICIPATION IN THE UAE FINANCIAL SECTOR

THE UAE HAS BECOME A WORLDWIDE fiNANCIAL HUB, AND NOT ONLY IN THE fiELD OF ISLAMIC fiNANCE (IN WHICH THEY INTEND TO ESTA-

blish an important international center). Currently there are 46 banks operating in the country, of which 21 national and

25 FOREIGN, WITH A TOTAL OF 564 BRANCHES OPERATING IN THE COUNTRY. WE WILL NEED TO FURTHER INTENSIFY THE ITALIAN PRESENCE IN

THE COUNTRY IN THIS SECTOR, TOO, BY RAISING AWARENESS WITHIN THIS fiELD AMONG THE LOCAL BANKING AND fiNANCIAL ENVIRONMENT.

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Where to invest?

1. METAL PRODUCTS, EXCEPT MACHINERY AND EQUIPMENT

The wholesale market is well structured, on the contrary of that of retail, which is much more disintegrated. Therefore,

AN ITALIAN OPERATOR WHO WANTS TO APPROACH THE EMIRATES WILL fiND IT EASIER AND MORE CONVENIENT TO BE IN TOUCH WITH THE

wholesaler as he knows all the business opportunities and will be able to understand which demand is suitable for the

PRODUCT OFFERED. FURTHERMORE, THE WHOLESALER WILL CONDUCT A BIGGER VOLUME OF BUSINESS.

Key players in this sector: Joy Alukkas, Al Masaood Jewellery, Al Liali Jewellery, Damas Jewellery and Dhamani Jewel-lery amongst others.

2. CONSTRUCTION

Substantial funds will be invested in the coming years in infrastructure, transportation and new development projects.

Dubai would need around 43 billion USD to implement its new infrastructures for the EXPO 2020; of these, 10 billion

USD will be spent to improve and develop transportation.

Key players in this sector: Al Habtoor Leighton Group, Al Dar properties PJSC, Emaar Properties, Arabtec Contruction

LLC and Arabian Construction Company (ACC) amongst others.

3. FOOD

The UAE imports about 90% of food products, processed food and ingredients.

The tourism sector has risen due to the demand for imported food products. With over 11,000 food outlets, the re-

STAURANT INDUSTRY IN THE UAE IS A PROfiTABLE BUSINESS IN TERMS OF RETURN ON INVESTMENT. THESE RESTAURANTS NOT ONLY SERVE

TRADITIONAL CUISINE, BUT ALSO EUROPEAN, AMERICAN, CHINESE, THAI AND INDIAN. THE AVERAGE EXPENDITURE BY HOUSEHOLDS FOR

foods is equal to 3.600 dollars annual.

ITALIAN PRODUCTS ARE RECOGNIZED AS HIGH-QUALITY PRODUCTS.

THE PERCENTAGE OF IMPORTED ITALIAN PRODUCTS FOR THIS SECTOR REPRESENTS 4%.

THE MAIN fiNISHED FOOD PRODUCT IMPORTED FROM ITALY IS PASTA.

Key players in this sector: AFRICAN AND EASTERN LLC, MMI LLC DUBAI, GREEN HOUSE, LULU HYPERMARKETS- SUPERMARKETS-

Department Stores, Truebell Marketing and Al Maya Group amongst others.

4) CLOTHING (INCLUSIVE OF LEATHER & FUR)

A fashion company willing to work in Dubai will face more or less the same opportunities and challenges that arise for

ANY COMPANY IN OTHER SECTORS. ITALIAN PRODUCTS, IN PARTICULAR FOR THEIR QUALITY, ARE ALWAYS THE fiRST CHOICE FOR THOSE WHO

ARE ABLE TO BUY THEM. ALL THE MAJOR ITALIAN BRANDS ARE EXCLUSIVELY DISTRIBUTED BY WAY OF A STRONG DISTRIBUTOR – A GROUP OFCOMPANIES HELD BY SOME OF THE PROMINENT FAMILIES IN THE UAE: SAKS FIFTH AVENUE, BIN HENDI, HARVEY NICHOLS (AL TAYER),

Chalhoub, etc. and displayed and sold in some of the major outlets/departmental stores in the most prestigious malls.

ON THE OTHER HAND, IT IS RATHER DIFfiCULT FOR SMALLER BRANDS TO ENTER INTO THE MARKET.

Key players in this sector: Jashanmal Group, Landmark Group, Bin Hendi Group, Al Tayer Group and Chalhoub Group

amongst others.

5) ELECTRICITY, GAS, STEAM AND AIR CONDITIONING (ALSO FROM RENEWABLE SOURCES)

Thanks to the strong industrial development, the UAE in the recent years has seen an increase in demand for electricity

(ABOUT 5-6% PER YEAR) AND THE FORECAST IS THAT IN THE NEXT fiVE YEARS THE REQUIREMENT WILL BE DOUBLE THE CURRENT PRODUC-

tive capacity. The increasing demand for energy is not only because of the strong industrial development and services,

but also due to the constant increase of the population and the living standards of the country (with a remarkable con-

sumption linked to the air conditioning systems, with strong seasonal peaks during the summer).

The Ministry of Energy has in its pipeline, an intense program of development and expansion of the capacity of the

existing plants. The big challenges in the coming years are not only linked to the increase of the production capacity

with the empowering of existing plants but also to the expansion of the distribution channel, in order to make it more

EFfiCIENT AND FAR-REACHING.

Key players in this sector: MASDAR (A COMPANY OF MUBADALA GROUP), ABU DHABI NATIONAL ENERGY COMPANY PJSC

(TAQA), ENPARK (ENERGY AND ENVIRONMENT), ESNAAD - ADNOC GROUP AND ADGAS (ABU DHABI GAS LIQUEFACTION LIMI-

ted) amongst others.

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What to sell?

1) METAL PRODUCTS, EXCEPT MACHINERY AND EQUIPMENT

THE COMPOSITION OF THE ITALIAN EXPORTS IS BASED ON THE TRADITIONAL ONE THAT CHARACTERIZES ITALIAN BUSINESS: IN 2013 (JANUARY

- OCTOBER) THE PRODUCTION OF JEWELLERY RANKED fiRST PLACE WITH AN INCREASE OF 34.7% AS COMPARED TO THE SAME PERIOD IN

2012, FOLLOWED BY INDUSTRIAL MACHINERY AND MECHANICAL INDUSTRY PRODUCTS THAT REGISTERED A DROP OF -35.2% IN THE fiRST 10

months of 2013 as compared to the same period in 2012.

Key players in this sector: Joy Alukkas, Al Masaood Jewellery, Al Liali Jewellery, Damas Jewellery and Dhamani Jewel-lery amongst others.

2) FOOD

THE DEMAND FOR IMPORTED PRODUCTS CONTINUES TO GROW EVEN IN LIGHT OF THE SIGNIfiCANT EXPANSION OF THE TOURISM SECTOR

and the high number of new hotels and resorts opened in the UAE in recent years. The catering sector of the country is

a lucrative market in terms of returns, and employs over 11,000 catering centers, of which more than 4,000 are in Dubai

and 3000 are in Abu Dhabi.

Key players in this sector: AFRICAN AND EASTERN LLC, MMI LLC DUBAI, GREEN HOUSE, LULU HYPERMARKETS- SUPERMARKETS-

Department Stores, Truebell Marketing and Al Maya Group amongst others.

3) CLOTHING (FUR & LEATHER)

ALL THE MAJOR ITALIAN BRANDS THAT ARE PRESENT IN THE LUXURY MALLS ARE REPRESENTED BY MAJOR DISTRIBUTORS. SMALLER HIGH QUA-

LITY BRANDS THAT REPRESENT A MAJOR SHARE OF THE ITALIAN MARKET, WILL fiND IT A BIT MORE CHALLENGING COMPARED TO THE BIGGER

brands, since the big importers are mainly interested in doing bigger volumes or generating higher revenues without

involving marketing costs towards promotion.

Several projects within the fashion industry and in collaboration with big importers are being discussed in terms of cre-

ating multi-brand showrooms or departmental stores featuring all these brands.

Key players in this sector: Jashanmal Group, Landmark Group, Bin Hendi Group, Al Tayer Group and Chalhoub Group

amongst others.

4) FURNITURE

The furniture industry in the UAE is linked to the construction sector. The continuous development of new homes and

OFfiCES, THE GROWTH IN THE AVERAGE LEVEL OF WAGES AND THE GRATUITY OF HOUSING FOR THE EMIRATIS HAS DETERMINED A PROGRES-

sive consistent growth in the demand for furniture.

ITALIAN FURNITURE IS VERY MUCH APPRECIATED AMONGST CONSUMERS AND LOCAL IMPORTERS. THE ITALIAN PRODUCT IS SEEN AS VERY

PRESTIGIOUS ALL OVER THE COUNTRY AND ITALIAN EXPORTERS SHOULD AND MUST LOOK AT THE UAE MARKET AS A SPRINGBOARD FOR COM-

MERCIAL PENETRATION IN OTHER MARKETS OF THE GULF, MIDDLE & FAR EAST AND INDIAN SUB-CONTINENT.

Key players in this sector: MARLIN FURNITURE, BIN HEINDI – BAITUTI, PURITY LLC, WESTERN FURNITURE AND AL REYAMI GROUP

amongst others.

5) OTHER SERVICES / PRODUCTS FOR NEW DEVELOPMENTAL PROJECTS

At the moment of the announcement of EXPO 2020, there were over 32,000 hotels rooms under construction in the UAE,

OF WHICH 20,000 OF THEM IN ABU DHABI AND THE REMAINING DIVIDED AMONG DUBAI (7% GROWTH RATE) AND OTHER NORTHERN

Emirates.

THE NEW HOTELS PROJECTS UNDER CONSTRUCTION ARE PLENTY. IN DUBAI WE CAN DRAW LIGHT ON: THE LONG AWAITED PALAZZO VERSACE

HOTEL & RESORTS IN FESTIVAL CITY, THE DAMAC TOWERS BY PARAMOUNT IN DOWNTOWN DISTRICT AND NUMEROUS FACILITIES ON THE

PALM JUMEIRAH : FROM VICEROY DUBAI AT THE WALDORF ASTORIA-THE CRESCENT, THE DUBAI PEARL (4 TOWERS WITH 73 flOORS FEATU-

RING RESIDENTIAL AND HOTEL), NAKHEEL MALL, A 5 STAR HOTEL, LUXURY RESTAURANTS AND A BUTTERflY PARK.

Much is being done also in Abu Dhabi, which in recent years is trying to promote themselves as a tourist destination,

ALTERNATIVE TO DUBAI. IN THE CAPITAL, 15 NEW HOTELS ARE UNDER CONSTRUCTION AND AT LEAST ANOTHER 12 WILL FOLLOW SHORTLY.

Key players in this sector: AL DAR PROPERTIES PJSC, EMAAR PROPERTIES, AL HABTOOR LEIGHTON GROUP, ARABTEC CON-

truction LLC and Arabian Construction Company (ACC) amongst others.

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Trade Missions to the UAE

Trade missions are about opening doors and developing long-term trade and investment opportunities. Participants

are introduced to potential partners in the UAE and will have pre-arranged business-to-business meetings tailored to

their individual needs.

EACH BUSINESS TRIP IS PERSONALIZED AROUND SPECIfiC BUSINESS OPPORTUNITIES RELEVANT TO OUR CLIENTS AND CAN BE SEGREGATED

into the following phases;

PHASE I – EVALUATION OF ENQUIRY• Evaluation of the clients’ enquiry and an initial discussion will be conducted to assess their objectives and to

review various market entry strategies. At this stage, the client will be provided with a basic feedback on their potential

in the market so as to decide on whether to proceed with the service.

•PREPARATION OF A RESEARCH BRIEF – OUR TEAM WILL DRAW UP A PROPOSAL BASED ON THE INITIAL DISCUSSION WHICH WILL

outline the proposed work methodology and an achievable objective, in compliance with the client.

•SUPPORT MATERIAL – ONCE THE SERVICE IS AGREED UPON, THE CLIENT WILL BE PROVIDED WITH A QUESTIONNAIRE THAT WILL

NEED TO BE fiLLED AND SUBMITTED BACK TO OUR OFfiCE ALONG WITH RELEVANT PROMOTIONAL MATERIAL - A SOFT VERSION OF THE COM-

PANY BROCHURE / PRESENTATION DETAILING OUT PRODUCTS AND THE BENEfiTS ASSOCIATED WITH ITS USE, PRICE LISTS, ETC. THE MATERIAL

will then be evaluated for suitability in the market by our team.

PHASE II – PRELIMINARY RESEARCH•UPON RECEIPT OF ALL MATERIAL, A DEDICATED DATABASE WILL BE DRAWN UP IN LINE WITH THE CLIENT’S NEEDS. IN THIS PHASE,

a very important role will be played by the involvement of Kelmer’s prestigious network of strong relations.

•PRE-SELECTED LOCAL OPERATORS WILL RECEIVE A PRESENTATION OF THE COMPANY FEATURING THEIR PRODUCTS AND BENEfiTS OF

its application, price lists and a link to their English version of the website along with possible dates of the mission.

•FOLLOW UP CALLS WILL BE CONDUCTED TO ALL OPERATORS TO VERIFY THEIR POTENTIAL INTEREST IN THE PRODUCTS/SERVICES

being offered and to seek possible scopes of collaboration. Should the results of the preliminary analysis be negative,

in terms of no interest from the local operators, a detailed report will be provided to the client listing all the operators

CONTACTED ALONG WITH THEIR RELEVANT REMARKS. HOWEVER, SHOULD THE RESULT BE POSITIVE, WE WILL PROCEED TO PHASE III – I.E.

THE ORGANIZATION OF THE MISSION TO THE UAE. IN THIS CASE, THE ITALIAN COMPANIES WILL BE PROVIDED WITH A LIST OF NAMES OF THE

local companies who have expressed interest in a meeting to enable them assess the quality of the operators they will

be meeting with and to provide us with a feedback on the same. Time Duration : 2 weeks

PHASE III – ORGANIZATION OF TRADE MISSION

• As a result of the feedback attained from the local operators, targeted B2B meetings will be organized for the

company. Depending on the sector, we can guarantee 4-6 targetted meetings which will take place over the course of

2 working days and to optimise on time, will be held within the operators premises.

•FULL ASSISTANCE WILL BE PROVIDED BY OUR OFfiCE IN TERMS OF LOGISTICS - HOTEL BOOKING, CHAUFFEURED VEHICLE, INTERPRE-

ters, etc.

•THE fiNAL PROGRAM CONSISTING OF THE SCHEDULE OF BUSINESS APPOINTMENTS, A BRIEF NOTE ON THE MARKET AND CONTACT

DETAILS OF THE KELMER TEAM WILL BE PROVIDED AT A BRIEfiNG THAT WILL BE ORGANIZED WHEN THE CLIENT ARRIVES IN THE UAE AND

prior to the commencement of the program.

Time Duration : 1 week

PHASE IV – FOLLOW UP

• A general follow up will be conducted by our team to gather information on the status of any business resulting

from the trip

• Companies are urged to maintain contact with the local operators and to keep Kelmer M.E. aware of any busi-

ness resulting from the mission.

• Moreover, our organization is structured to deliver a comprehensive array of services that will add value to our

client’s expectations. We endeavor to be a one-stop solution for our clients, and to this end, we can provide several

OTHER SERVICES SUCH AS TAX & LEGAL ADVISORY, ACCOUNTING AND BOOKKEEPING SERVICES, FINANCIAL CONSULTANCY, PRO SERVICES

and Administration services.

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