ProEquine®

Marketing Plan 2023-2026

Prepared By:
1. Mahmoud Sami Sharaf 19222147
2. Mahmoud Kamal 21120884
3. Ahmad Gamal Sakran 20221616
4. Sara Gamal 21120216
5. Abdelrahman Mahmoud 21120928
6. Laila Ashraf Tealab 21120927
7. Ahmad Esmat 20221628

Submitted to
Dr. RAAFAT SHEHATA
Table of Contents:
I. Introduction
II. Situational analysis
A. SWOT Analysis
B. PESTEL Analysis
C. Market Analysis
D. Competitive Analysis
III. Marketing Objective
IV. Marketing strategies
V. STP (Segmentation & Targeting and Positioning)
VI. Marketing Tactics ( Marketing Mix 7Ps)
 I. Introduction
ProEquine is a professional equestrian company based in Dubai, the United Arab
Emirates, providing transportation services to horse owners and enthusiasts.

• ProEquine's Mission: "Our Commitment is to deliver flexible, reliable and safe services".

• ProEquine's Vision: "Aiming to be the most trust worth and dependable service in the industry, driven with
technology".

ProEquine has established itself as a trusted brand in the UAE equestrian

community -employing 10 professionals- with a strong focus on customer
satisfaction and a commitment to excellence. The company is known for its
knowledgeable and experienced staff, who work closely with clients –450
existing clients- to ensure the best possible service quality.
 Situational Analysis
• Strengths: II. SWOT Analysis
1. Online presence: Proequine has a well-designed website that allows
customers to conveniently browse and access their services online,
expanding their reach and accessibility.
2. Well Reputable Brand: Proequine has built a reputable brand in the UAE,
known for its quality products and customer service.
3. Up-coming mobile App: Proequine is launching a mobile app soon, which
will definitely help approach more customers and ease their experience.
4. Knowledgeable staff: Proequine employs experienced and knowledgeable
staff who can provide expert advice and guidance to customers.

• Weaknesses:
1. Poor IT infrastructure: The consistently crashing website and issues
contained within the platform could highly affect customer retention.
2. Absence of physical stores: Proequine currently lacks physical stores in
the UAE, which limits its visibility and accessibility to potential customers.
3. Limited marketing efforts: Proequine is not leveraging effective
marketing strategies to reach a wider audience and create brand awareness.
4. Limited Services & Absence of Products.
Situational Analysis
• Opportunities:
1. Growing equestrian market: The equestrian industry in the UAE is
experiencing growth, driven by increased interest in horse racing, show
jumping, and other equestrian activities.
2. Online retail: The rise of e-commerce in the UAE presents an opportunity
for Proequine to expand its online presence and reach a larger customer
base.
3. Expansion to physical stores & Products: Proequine can consider
opening physical stores in strategic locations to increase its visibility and
customer accessibility, and sell physical products/equipment to acquire more
customers segments.

• Threats:
1. Intense competition: The equestrian market in the UAE is highly
competitive, with both local and international brands vying for market share.
2. Economic factors: Economic fluctuations –due to current
political circumstances- and changes in consumer spending patterns can
impact the demand for luxury equestrian products.
3. Regulatory environment: Changes in regulations related to equestrian
activities, import/export, and trade policies may affect Proequine's
operations and supply chain.
 Strength Weakness

S W
1. Online Presence 1. Poor Marketing Team
2. Well Reputed Brand 2. Absence of Physical Stores
3. Up-Coming Mobile App 3. Poor IT infrastructure
4. Knowledgeable Staff 4. Limited Services/Products

SWOT
Summary

Opportunity Threats

O T
1. Growing equestrian market 1. Intense Competition
2. Online retail 2. Economic Factors
3. Expansion to Physical Stores & 3. Regulatory Environment
Products
 Situational
Analysis
II. PESTEL Analysis
• Political Factors:
1. Stable Political Environment: The UAE has a stable political landscape,
providing a conducive environment for businesses & Investments.
2. Government Support: The UAE government encourages new businesses
in general, and entertainment, sports and leisure activities in particular,
which includes support for the equestrian industry.

• Economic Factors:
1. Economic Stability & Growth: The UAE has a strong economy, which
increases consumer purchasing power and potential demand for
equestrian products.
2. Global Economic Turbulence: May change expenditure habits for
customer and consequently affect business expansion and growth.

• Social Factors:
1. Growing interest in equestrian activities: There is an increasing interest
in equestrian sports and activities among the population in the UAE,
creating a larger customer base for the business.
2. Cultural significance: Horses have had cultural significance in the UAE
throughout history, making them a popular pastime and contributing to
 Situational
Analysis
II. PESTEL Analysis
• Technological Factors:
1. E-commerce Growth: The UAE has witnessed significant growth in online
retail and e-commerce platforms, presenting an opportunity for Proequine
to expand its online sales channels.
2. Digital Marketing: Utilizing digital marketing strategies can help Proequine
reach a wider audience and increase brand visibility.

• Environmental Factors:
1. Hot & Humid Climate of UAE: High heat and humidity in UAE may affect
horses and would require extra care and equipment to compensate for the
heat. However, in warm and moderate months, UAE would be a top
ground for global equine events and exhibitions.

• Legal Factors:
1. Regulation and Restrictions Imposed by UAE Gov.: Strict controls and
requirements related to the safe movement of horses has been imposed
by the government to ensure legality of cross-border transport is
compatible with international standards.
2. UAE Continuous Improvement of Laws & Legislations: To ensure safe
and fair competition while maintaining great equine health & welfare.
 PESTLE ANALYSIS SUMMARY
Economic Forces
1. Economic growth & Stability
2. Global Economic Turbulence:

Political Forces Social Forces

1. Stable political environment.
2. Government support.

P E S
1. Growing interest in equestrian activities.
2. Cultural Significance.

Technological Forces
1. E-commerce growth.
2. Digital Marketing.
T E L Legislative Forces
1. Regulations & Restrictions.
2. UAE Continuous Improvement
of Laws & Legislations:

Enviromental Forces
1. Extreme Hot & Humid Climate
Situational Analysis

Market Analysis

1. Market Size
2. Market Growth
3. Market Trends
4. Competitive analysis
 Market Size
United Arab Emirates (UAE) live horses export quantities
In 2019 United Arab Emirates (UAE) shipped 1,657 tonnes of live horses. For the year 2019 alone, the market for
United Arab Emirates (UAE) live horses (livestock category) has climbed, recording a change of 96.56 % compared
to the year 2018. Between 2017 and 2019, live horses' exports grew by 81.29 percent earning the nation US$29.06m
for the year 2019.

United Arab Emirates (UAE) Live Horses 2023 Retail Prices

The retail price range for United Arab Emirates (UAE) live horses today, Jun 4 2023, is between US$ 17.54 and US$
17.54 per kilogram or between US$ 7.95 and US$ 7.95 per live weight pound(lb).
The retail price range in United Arab Emirates dirham for live horses today, Jun 4 2023, is between AED 64.42 and
AED 64.42 per kilogram or between AED 29.21 and AED 29.21 per live weight pound(lb) in Abu Dhabi and Dubai.

Wholesale prices

In 2023, the approximate wholesale price range for United Arab Emirates (UAE) live horses is between US$ 12.28
and US$ 12.28 per kilogram or between US$ 5.57 and US$ 5.57 per pound(lb).
 Market Size
United Arab Emirates (UAE) Live Horses Export Prices

The export price per kilogram of Live Horses from the United Arab Emirates (UAE) over the last five years has been
quite varied. In 2017, the export price was 25.64 US$ per kg, followed by a significant increase to 77.62 US$ per kg in
2018. However, the price dropped to 17.54 US$ per kg in 2019 and further decreased to 14.12 US$ per kg in 2020. The
export price then decreased again to 6.79 US$ per kg in 2021. Based on this trend, it is predicted that the export price
for Live Horses from the UAE in 2023 will be around 4.50 US$ per kg and in 2024 it will be around 2.50 US$ per kg .

United Arab Emirates (UAE) Live Horses Import Prices

The import price per kilogram of Live Horses into the United Arab Emirates (UAE) has seen a significant fluctuation over
the past five years. In 2012, the price was 74.86 US dollars per kg, which dropped to 14.22 US dollars per kg in 2013. This
was followed by a further decrease to 11.00 US dollars per kg in 2014. In 2015, the price increased to 12.96 US dollars per
kg, and then to 15.74 US dollars per kg in 2016. The price then rose to 25.64 US dollars per kg in 2017, before reaching its
highest point of 77.62 US dollars per kg in 2018. Since then, the price has decreased to 17.54 US dollars per kg in 2019,
14.12 US dollars per kg in 2020, and 6.79 US dollars per kg in 2021. Based on the data, it is predicted that the import price
per kilogram of Live Horses into the UAE will remain relatively stable in the next two years. It is expected that the price
will be around 6.79 US dollars per kg in 2023 and 2024.
 Market Size
Export values for United Arab Emirates (UAE) live horses

The total values in export for live horses in United Arab Emirates (UAE) were US$ 17,704, US$ 23,432, US$ 65,432 and US$
29,063 in US dollar thousand for the years 2016, 2017, 2018 and 2019 in that order.
 Market Growth

Exports
(2020-2021)

THE FASTEST GROWING HORSES EXPORT MARKETS

FOR UNITED ARAB EMIRATES WERE (2020 - 2021):
n 2021, United Arab Emirates exported $8.66M in Horses, making it
the 23rd largest exporter of Horses in the world. At the same year, 1. France, $1.12M (304%)
2. Estonia, $140k (1%)
Horses was the 656th most exported product in
3. Germany, $111k (177%)
United Arab Emirates. 4. United Kingdom, -$4.22M (-47.6%)
5. Iraq, -$2.51M (-99.9%)
6. China, -$407k (-60.2%)
 Market Growth

Imports
(2020-2021)

In 2021, United Arab Emirates imported $24.2M in Horses, becoming the THE FASTEST GROWING HORSES IMPORTS
16th largest importer of Horses in the world. At the same year, Horses MARKETS FOR UNITED ARAB EMIRATES WERE
was the 613th most imported product in United Arab Emirates. (2020-2021):
1. France, $7.36M (113%)
United Arab Emirates imports Horses primarily from: France ($7.36M), 2. Netherlands, $ 7.23M (269%)
Netherlands ($7.23M), Spain ($3.23M), United States ($3.03M), and 3. Spain, $ 3.23M (2.8%)
United Kingdom ($1.28M). 4. United States $ 3.03M (-78.6% )
5. United Kingdom $1.28M (-73.4% )
 Market Trend Analysis

Project analysis slide 2

Growing Equestrian Industry Long-Distance Transport

Pro
Equine

Increased Demand for High-Quality

Technological Advancements
Services
 Market Trend Analysis

Project analysis slide 3

1.Growing Equestrian Industry:

• The UAE has witnessed a significant growth in the equestrian

industry, with a strong focus on various equestrian activities
such as horse racing, show jumping, and endurance riding.
• The number of local equestrian events, competitions, and
shows has been steadily increasing, attracting local and
international participants, horse owners, trainers, and
enthusiasts.
• This growth indicates a higher demand for horse transport
services to facilitate the movement of horses to and from
different equestrian events and training facilities.
 Market Trend Analysis

Project analysis slide 3

Increasing Demand for High-Quality Services:

• With the growth of the equestrian industry, horse

owners and trainers in the UAE have raised their
expectations for high-quality and reliable horse
transport services.
• They require transportation solutions that prioritize the
safety, comfort, and well-being of their horses
throughout the journey.
• This demand presents an opportunity for horse
transport companies to differentiate themselves by
providing exceptional service, well-maintained
vehicles, professional and experienced staff, and
efficient logistics management.
 Market Trend Analysis

Project analysis slide 3

Long-Distance Transport:

• Due to the geographical location of the UAE, there is a potential

demand for long-distance horse transport services.
• Horses need to be transported to and from neighboring countries in
the region, such as Saudi Arabia, Qatar, and Oman, for equestrian
events, competitions, or breeding purposes.
• Also Horses need to be transported to other remote countries in
Europe to participate in the international events in such as
Germany, Sweden , and the Netherlands. This requires horse
transport companies to have the capability to handle cross-border
transportation, comply with international regulations, and manage
the logistics of long-haul journeys effectively.
 Market Trend Analysis

Project analysis slide 3

Technological Advancements:
• The UAE is known for embracing technological innovations across
various industries, and the horse transport sector is no exception.
• One trend is the incorporation of GPS tracking systems in vehicles
used for horse transport. These systems allow real-time monitoring
of the vehicles' locations, ensuring efficient route planning and
timely communication with customers regarding the status of their
horses' transport.
• Real-time monitoring systems can also track crucial factors such as
temperature, humidity, and ventilation inside the transport vehicle,
ensuring the comfort and safety of the horses throughout the
journey.
• Digital platforms and mobile applications can be developed to
facilitate online booking, payment, and customer communication,
making the process more streamlined and convenient for both the
company and its clients.
 Porter’s five forces
Competition in the industry
High
1. Fair number of competitors
2. Offering equivalent products and level of service

Power of Customers Power of suppliers

High Low
1. CAC is high
2. Relatively small sized customer base
C I S
1. It is easy to switch from one supplier to
another
2. Limited number of suppliers

Threats of substitutes
Low
1. No available service to substitute the
T E Potential of new entrants
Low
1. It is not expensive for any competitor to enter
current product the market as the initial cost is low
2. There is no governmental regulations or legal
constraints that makes it difficult for
competitors to enter the market
3. Time needed to enter the market is dependent
on the cash availability and financing of the
company
 SMART OBJECTIVES
1. Acquire 100 new clients within 5 months by launching
our APP and social media marketing campaigns
2. growing successful transport orders by 40% year over
year by July 2024
3. Improving the average customer satisfaction of our
website by 15% (measured through marketing research
surveys before and after redesign) by the end of the
second half of 202.
Marketing strategies
Competitive Strategy
Marketing strategies
• Competitive Strategy
• ProEquine competitive strategy is focused on differentiation.
Differentiation is a strategy in which a company seeks to distinguish
itself from competitors in the market by offering unique and high-quality
products or services that are not easily replicated by competitors.
• ProEquine has positioned itself as a leading equestrian company in the
UAE by offering a wide range of high-quality and specialized services to
horse owners and enthusiasts.
• ProEquine has also invested in a state-of-the-art equestrian facility that
allows it to offer a range of services, from horse care and training to
competitions and events.
Marketing strategies
• Competitive Strategy
• ProEquine's focus on customer satisfaction and its commitment to excellence
have helped the company differentiate itself from competitors in the market.
The company's knowledgeable and experienced staff work closely with clients to
ensure the best possible outcomes for both horse and rider. In addition,
ProEquine's strong reputation for quality and expertise has helped it attract a
loyal customer base.

• By focusing on differentiation, ProEquine has been able to maintain a

competitive advantage in the UAE equestrian market. The company's
commitment to innovation and excellence, combined with its strong focus on
customer satisfaction, make it a valuable partner for horse owners and
enthusiasts across the region.
Marketing strategies
Growth Strategy
Marketing strategies
Growth Strategy
• ProEquine has used a combination of growth strategies to expand its business in the
UAE equestrian market.
• Market penetration: ProEquine has focused on expanding its market share in the
UAE equestrian market by offering a wide range of high-quality and specialized
services to horse owners and enthusiasts. The company has positioned itself as a
leading equestrian company in the UAE by offering a comprehensive range of
equestrian products and services, including horse transport, sales, and competitions.
• Diversification: ProEquine should expand its operations to include a state-of-the-
art equestrian facility, complete with a world-class riding arena, stables, and training
facilities. This has allowed the company to offer a range of services to clients, from
horse care and training to competitions and events. By diversifying its operations,
ProEquine has been able to attract new customers and expand its market share in the
UAE equestrian market.
 Segmentation
Geographic Psychographic Behavioral
 Values:
- Abu Dhabi
 Benefits Sought:
• safety and well-being of their horses.
- Dubai • who seek reliable and safe horse transport services.
• sustainability in horse transport services.
- Sharjah • who seek affordable and cost-effective horse transport
 Goals: services.
- Ajman
• who aim to compete in equestrian events or shows.  Purchase:
• who aim to breed and raise horses for specific purposes.
• who make quick purchase decisions for horse transport
 Needs services.
• who require specialized transport services for horses with • who take time to research and compare different
specific medical conditions or disabilities. providers before making a decision

Demographic  Pain Points

Age : 25 to 60
Income : high income level
Occupation : professions related
to the equestrian industry trainers,
riders, or veterinarians. or high
Or a job with high rate
• who have had negative experiences with unreliable or
 Buyer Stage
• who are in the awareness stage and just learning about
unsafe transport providers. ProEquine's services.
• who have had difficulty finding affordable and convenient • who are in the consideration stage and comparing
transport options.
different providers.
 Hobbies & Interests: • who are in the decision stage and ready to book services.
• - who enjoy horseback riding as a hobby.  Engagement
• who participate in equestrian sports and events. • who frequently engage with ProEquine's social media
 6. Personality Traits: channels and website.
• who are adventurous and seek unique and memorable • who have participated in ProEquine's loyalty programs or
transport experiences. events.
 Targeting
Differentiated targeting, also known as segmented
targeting, would be the best strategy for ProEquine. This is
because the horse transportation market in the UAE is
likely to have different customer segments with varying
needs, preferences, and behaviors. By adopting a
differentiated targeting approach, ProEquine can
customize its marketing efforts and service offerings to
meet the specific needs of each customer segment.
 Targeting
1- Horse owners and breeders who frequently transport
horses for competitions, shows, or breeding purposes

2- Equestrian centers that require regular horse transport

services to move horses between facilities

3- Veterinarians who need horse transportation services

for medical emergencies or routine check-ups

4- Horse enthusiasts or competitive riders who require

transportation of their horses to different events or
training facilities:
 Positioning
Product attributes and benefits:
• Providing a wide diverse range of cars
• Ease of tracking and safety measures through technology

Product price: Providing customers transparency and a

satisfying value for money feeling by
• Making the prices tailored based on a number of factors
• Providing detailed breakdown of the costs of these factors

Product quality: By having a checklist of high standards for

each order fulfilled to ensure consistent quality for each
transport
 Marketing Mix
I. Product
• ProEquine provides local transport services for horse
owners who need to move their horses within a specific city
or region. This includes safe and timely transportation from
the horse's current location to its destination, ensuring
minimal stress and discomfort during the journey.

• ProEquine specializes in long-distance transport, catering to

horse owners who need to transport their horses to and from
neighboring countries in the region. This service involves
compliance with international regulations, coordination
with customs, and efficient logistics management

• ProEquine Horse Transport provides value-added services

such as grooming, & veterinary coordination
in terms of safety, expertise, and reliable horse transportation services.

Marketing Mix
II. Price
ProEquine ensures transparency in its pricing practices, providing
customers with a clear understanding of the value they receive in terms of
safety, expertise, and reliable horse transportation services.

• local transport services within a specific city are priced based on a

fixed rate per mile or a flat fee, depending on the distance traveled.
(The pricing structure considers factors such as mileage, duration,
overnight stays, or multiple stops required during the transport
process).

• Long-distance transport services to and from neighboring countries,

have a pricing structure based on the distance traveled, border crossing
requirements, customs coordination, and associated logistics costs.

• Air Transport pricing structure is based on airlines fees, insurance,

customs, import/export regulations, veterinary coordination, health
certificates issuance, special equipment for horse comfort and safety
should be considered in pricing.
in terms of safety, expertise, and reliable horse transportation services.

Marketing Mix
III. Place
ProEquine strategically positions its operational facilities in
major equestrian hubs across the UAE.
• A well-equipped operational facility in Dubai, situated
near popular equestrian centers and racetracks. This
facility acts as a central hub for coordinating
transportation services within Dubai and its surrounding
areas. Additionally, smaller operational facilities/branches
in major cities like Abu Dhabi and Sharjah.

• ProEquine to establish partnerships & collaborations with

key equestrian facilities, horse veterinary hospitals,
trainers, and event organizers across the UAE.
Booths/Hubs in events, hospitals with expose Proequine
to a broader network of potential customers and help
expand its reach in the market.
in terms of safety, expertise, and reliable horse transportation services.

Marketing Mix
IV. Promotion
ProEquine employs a diverse range of promotional strategies to raise
awareness and attract customers within the UAE's equestrian community.
1. professional website that serves as a central hub for information
about services, fleet, expertise, and contact details. The website to
be SEO optimized for search engines, making it easily discoverable
by potential customers searching for horse transport services in the
UAE.
2. Online advertising campaigns, Google Ads, targeting relevant
keywords like "horse transport UAE“, "reliable horse transport
services
3. Active participation in equestrian events, shows, and exhibitions
held in the UAE. Booths to distribute promotional materials, and
offer exclusive discounts or promotions during these events.
4. Roll up Banners in all horse hospitals.
5. Partnerships to place ProEquine logo/Ads on riders, and trainers
websites.
6. ProEquine actively engages with the target audience on social
media platforms such as Facebook, Instagram, and Twitter. It shares
informative content, updates about its services, client testimonials.
References :

https://oec.world/en/profile/bilateral-product/horses/reporter/are
https://oec.world/en/visualize/geomap/hs92/export/are/all/10101/2021/
THANK YOU !