The sources of funds will be the share of capital by the three investors. To meet the legal aspects of the business as a General Partnership, one of the three investors will be a national of UAE with around 51 percent of the shares. The shares of the other two investors will be equal. In this section, the feasibility analysis of HealthPoint has been done by analyzing the market and competition situation. To analyze the market, STP approach and BCG matrix methodologies have been used whereas, to analyze the competition situation, Porter’s Five Forces analysis has been conducted. Finally, a survey has been developed which will be used to analyze the feasibility of the proposed business.
The UAE food market can be segmented into three major segments including the Retail Outlets (targets the resident expatriates community and covers 80 percent of the population base), Restaurant (Targets the tourists and the visitors community along with the health concerned resident expatriates) and other Market Outlets (such as ship chandlers, catering etc) (Rahman). Since our proposed venture falls in the category of restaurants therefore, only the market segments for this category will be considered. The target market for the proposed venture will be the health conscious people, professionals who seek to eat healthy food during their lunch breaks and workplaces and students who are concerned about their healthy diet plans. In order to attract the target market, the restaurant will be positioned as a healthy-food outlet rather than a food point.
Since various Western, Arabic and other small or big outlets of domestic and international brands are operating in Abu Dhabi therefore, there is a strong competition among companies.