Opportunities and challenges for international environmental engineering firms in the Middle East market

• Main Author: Lim, Yan Ting.
• Other Authors: Chew Ah Seng, David
• Format: Final Year Project
• Language: English
• Published: 2009
• Subjects: DRNTU::Engineering::Environmental engineering
• Online Access: http://hdl.handle.net/10356/15873
• Institution: Nanyang Technological University

The purpose of this paper is to provide a marketing strategy for international environmental engineering firms looking to break into the water market in the Middle East region. In this paper, the author first reviews the current water market and other recent developments in some of the countries in the region, mainly the Gulf Cooperation Council members. Then the author also investigates the internal strengths and weaknesses as well as external opportunities and threats from the viewpoint of the Singapore companies, citing examples from key competitors. Interviews and survey results are included in as part of the case study of successful environmental business in the region. After the research and analysis, the author makes recommendations as to how environmental companies can establish themselves by local partnerships, alliance, creating a niche market and managing financial risks. The author ends the paper with suggestions for potential issues leading to the next research stage. This marketing research focus on the rising demand of water in the world’s driest place and the required technology intervention could mean business opportunity to many. Water demand is expected to rise rapidly due to increasing population and many countries are scrambling to expand their capacity. The governments play a very vital role as both the drivers and the clients of many large scale projects. Facilities construction, development and operation offer lucrative and stable income. As large scale projects often require heavy funding which may be difficult for Singapore companies, they should seek other alternatives. Niche market include targeting industrial clients to supply water and treat wastewater, collaborating with real estate developer, focusing on more technology intensive project such as the membrane technology and also position themselves as energy efficient and environmentally friendly developers. In summary, the opportunities for international environmental engineering firm in the Middle East market does exist but requires commitment as with any foreign market. Companies looking to enter the market should have a long term commitment in mind.