Market Entry Strategy for ECCIs E-Learning Products in the UAE Market. Essay

Executive Summary
Today, one is living in a highly dynamic world.   It is characterised by diminishing margins, high attrition and increasingly aware and informed customer base. As a result, several key aspects of the modern businesses have become critical in determining the growth and sustenance of an organization.
Today’s consumer has a high degree of knowledge of global quality standards (like – ISO, CMMI etc), so much so that adherence to global quality standard has become a threshold factor for any company wanting to go global (as also in the domestic markets).  
However, globalization is increasingly forcing organizations to cut their margins. It is also leading to growing attrition across industries.   Companies are now taking a long hard look at their training investments in the employees. In the fear of losing this investment to their competitors most organizations are looking at keeping trainings at the basic minimum (especially non-managerial ranks).
However, in their efforts to meet global standards and reduce training costs, the companies are looking at alternative cost efficient ways of training their employees towards bridging the skill gaps in the organization. In this scenario, E-learning provides a cost effective yet efficient training methodology.   As a result, e-learning industry has been growing at an impressive rate. For example, in UAE, the YOY growth industry has been a phenomenal 26%.
ECC International strives successfully make leverage on this opportunity and place itself as a leading provider of management consulting services, products and solutions in the field of quality and process improvement in Asia. Currently, ECCI is the one of the leading players in the Philippines and Malaysia in this segment. Going forward, ECCI aspires to expand its market presence into other parts of Asia.
Towards achieving this objective, ECCI is looking at exploring the opportunity to extend its e-learning product offerings to Middle East Asian...