Alibak Case Study

Student Name ID

Meznah Deaij Al-Otaibi 2140009626

Bayan Al-Kuwayti 2150010946

Hind Sultan Al-Khaldi 2140000885

Malika Al-Mohaimeed 2120007264 Contents

1. Executive Summary: 2

2. Company Background: 3

2.1. Al-Baik Vision: 3

2.2. Al-Baik Mission: 3

2.3. Al-Baik Values: 3

2.4. Al-Baik Objectives: 3

3. Drivers of Establishing International Business: 4

4. Alternative Foreign Countries: 4

4.1. Qatar: 4

4.2. United Arab Emirates UAE: 5

4.3. Kuwait: 5

5. Environmental Analysis of Alternative Foreign Countries: 5

5.1. Qatar PESTLE Analysis: 5

5.2. United Arab Emirates (UAE) PESTLE Analysis: 7

5.3. Kuwait PESTLE Analysis: 9

6. Assessment of Alternative Foreign Countries: 10

7. Final Foreign Country Selection: 11

7.1. The Important Factors for Al-Baik

It was founded by Shakor Albugazalah in 1974 in Jeddah. He realized that the customers need food with high quality and reasonable price in a welcoming and clean environment so they can enjoy the food. He invested all of his money that he had to start this business. By signing an agreement with foreign company to let him use a private fried chicken flavors and materials, Shakor made a unique taste and image for his food. In addition, he was the first person who entered the concept of fried chicken on the way called “Broast “ for all markets in Saudi Arabia. Al-Baik restaurant became famous by providing fried chicken meals and sea foods with potatoes. Over the years, Albaik separated in several cities around the kingdom Including Makkah, Medina, Taif, Al Qassim, Yanbu, and Jizan, and now the number of its branches reached 64 branch. For more than 41 years, Al-Baik was an icon for a high performance and unique services fast food restaurants. Today, Al-Baik is one of the leading companies in providing several social, educational, and entertainment programs to develop Saudi creativity (Albaik.com,

The three countries are Qatar, United Arab Emirates (UAE), and Kuwait. All of them are GCC members with Saudi Arabia that means they have their special trade agreements, which should make the expansion easier for Al-Baik. However, each country has its own unique characteristics, which will be discussed in point 4. Next are brief backgrounds of the alternative countries.

4.1. Qatar:

An oil rich country located in the Middle East bordering Saudi Arabia with a landmass of 11,500 km. The capital city is Doha. The Emir, who is the head of the state and the government, rules the country. Due to its high governmental income and small size population, Qatar has one of the highest GDP per capita in the world. The weather is hot most of the year and the winter is usually at the beginning of the year (Angloinfo, 2016).

4.2. United Arab Emirates