Part 1.

Alfardan (Buyer) Analysis

Business name, address:

• Alfardan Group, Qatar
• The working hours of Alfardan head office are from 10AM to 5PM.
• Alfardan is one of the highly recognised business conglomerates in the Middle East. It is owned and operated by Alfardan family in Qatar. The organisation has a mission to maintain and increase its exceptional standards by fostering family values and corporate culture. Alfardan believes in mastery, evolution, trust and distinction across all of its business units.

General company information: Alfardan started as a pearl trader in the Gulf region. Now it is dealing in jewellery, exchange, property and hospitality, automotive, investment, marine services and medical. Its automotive division was established in 1996, which elevated the essence of luxury in Qatari automobile industry. The production line of Alfardan’s automotive division include prestige cars, luxury motors and other commercial transportation.

Names & Job titles & personality types-description of people meeting with:

ABC (Commercial Manager)

• He is the brain of Alfardan automotive divisions’ commercial activities.
• He is a critical thinker, make informed decisions by evaluating the available alternatives or business opportunities.
• He has extensive experience in commercial management, product analysis and negotiation management.

XYZ (Purchasing executive) 

• He is the right hand of the commercial manager. He is adept at making valuable purchasing decision for Alfardan.
•  He has cracked many successful deals for the company while working with ABC.
• The best time to personally meet his on weekdays between 11 AM to 2PM. 
• The buying decision will be highly influenced by Mr. Omar Hussain Alfardan, the President and CEO of Alfardan Group.
• The COO, Dr. Ma’n Alhamawi will also influence the buying decision, being a second in command in Alfardan.
• Alfardan is an official importer for internationally recognised automobile manufactures in the State of Qatar.
• It has established many landmark showrooms in Qatar that are equipped with latest digital tools and technologies.
• The company delivers a wide range of premium automobiles to clients all across Qatar.
• Alfardan operates in a highly competitive business environment. The company target upper-class and middle-class customers by providing them with an unparalleled brand experience. The organisation’s automobile division meets demands of car dealers and direct customers. The primary focus of Alfardan is to provide the target audience with exceptional digital experience by means of innovation and continuous evolution.
• Alfardan automobile division is dealing with major competitors in the Qatari automobile marketing.
• The direct competitors of Alfardan include Abdullah Abdulghani & Bros. Co. W.L.L and Nasser Bin Khaled Group.
• Abdullah Abdulghani & Bros. Co. W.L.L is operating in Qatari automobile marketing for 65 years and have more than 500,000 satisfied customers. Similar to Alfardan Group, Abdullah Abdulghani & Bros. Co. W.L.L is committed to foster ecological sustainability across its business.
• Nasser Bin Khaled Group deals in luxury commercial cars, sports cars and heavy vehicles. This organisation is committed to strategically contribute to the development of Qatar. Similar to Alfardan, Nasser Bin Khaled Group has a prominent position in construction, real estate, consultancy and car rental.
• Both Abdullah Abdulghani & Bros. Co. W.L. and Naseer bin Kahled Group have established luxurious showroom in Qatar. Furthermore, they use owned media, including official websites and social media accounts to promote their brand among the target audience.
• As far as pricing is concerned Alfardan Automobile division, Abdullah Abdulghani & Bros. Co. W.L. and Naseer bin Kahled Group comes under the same pricing criteria. However, Alfardan offers more values and it has been a trusted partner of BMW for almost a decade.
• Key selling factor Alfardan as an automobile industry expert aim to meet the needs of target audience by providing them with innovative, eco-friendly and user-friendly vehicles.
• Purchasing procedures: The automobiles can be booked in two ways. Customers can directly visit the showrooms, test drive the vehicle and book their order. Otherwise, customers are allowed to book their vehicles online through website.
• After-purchasing policy: Alfardan is committed to provide customers with unparalleled purchasing experience. Therefore, the company stay connected with the customer during post-purchasing period. Alfardan offers comprehensive customer support to understand customer problems with their purchase. Additionally, the company provides car treatment and protection services-all under one roof.
• Alfardan marketing strategy has transformed with the evolution of technology. The company is now promoting its brand by using owned media. Alfardan has designed a highly attractive official website and official social media accounts to connect with the target audience. Furthermore, the company also uses Search Engine Optimisation to stay at the top of search result.
• Alfardan also attend international conferences to promote its products and services. Recently, the company participated in the Dubai expo to showcase their vehicles. Moreover, it successfully participated at 5^th civil defence exhibition and conference.
• Additionally, Alfardan offers test drive services at the showrooms to urge customers to buy their products.
• Name: BMW
• Address: Petuelring 130, 80809 Munich Phone: +49 89 382-0

People who influence buying decision:

Product knowledge

Target customer and/or consumer:

Competitor analysis:

Business needs:

Promotion-advertising:

BMW (Seller) Analysis

Business name, address:

General company information: BMW standards for Bayerische Motoren Werke AG is one of the largest automotive companies with global operations and recognition. The company has over 30 production and assembly facilities and a global network of sellers. The company manufacture premium automobiles and motorcycles. The prices offered to the customers also fall in the premium pricing strategy. The company has 137,056 as per the statistics of 2022. BMW, Mini and Rolls Royce are the types of vehicles that the company manufactures. The company delivered around 21,00000 BMWs in 2022 and 6,000 Rolls Royce. The company aims to become the leader in the EVs.

Names & Job titles & personality types-description of people meeting with:

• Ayman Berjawi (Assistant General Manager)
• A highly professional person with an understanding of the global automobile sector as well as a thorough understanding of the automobile sector of Qatar.
• The person has the ability to make logical decisions based on facts and figures and critical analysis of the environment.
• The person can assess the market-related risks.
• Ayman Berjawi, the Assiatant General Manager will have a direct authority to influence the deal.
• BMW is offering its newly launched SUV, which is fully electric, to AL-Fardan. Ix1 SUV will offer the driver a seamless and effortless driving experience.
• The product range is flexible, with up to 439 km for the BMW ix1 xdrive30 and up to 474 km for the BMW ix1 edrive20.
• The product`s wheel is based on 19" M Lt/Aly wheels Double-spoke style 871 M Bicolour.
• The product is in different colours, including shades of blue, black and grey.
• The product shape is very unique as well as attractive.

Personality types-description of individuals meeting with and those who influence selling decision:

Product knowledge

Target customer and/or consumer:

BMW offers premium prices. However, the company is willing to offer an economical price range for the new product to target an audience from the upper middle to elite class. The company wants to offer consumers who want to have high status in society. The product is EVs, which also means that it will attract an audience who are considerate about environmental issues.

Competitor analysis:

• BMW has three major competitors in Qatar, including Subaru XV 2024. From QAR 121,000, Skoda Kodiaq 2024. From QAR 115,000 and Haval H9 2024. From QAR 87,000.
• Chery Tiggo 7 Pro is one of the companies that can compete with the newly launched SUV of BMW as it is also an SUV. The vehicle was awarded the Car of the Year award, which means the competition is tough.
• The Suzuki Swift Dzire has ranked in the top 3, which increased global sales by around 58%.
• The company can also compete with Chinese vehicles, such as the C5 EV electric SUV, showcased at big events like GIMS Qatar 2023.
• Key selling factor: The number of EVs and SUVs is low in Qatar. However, when it comes to EVs, the durability of the battery, the range, and the effectiveness of the safety features matter the most.
• Policies and procedures: The customers of brands like BMW demand after-sales services to make things more accessible and comfortable for the users.
• BMW market its products through various channels, including television and radio advertisement.
• The company also use influencer and celebrity marketing to attract a larger audience. 
• The company arranges launch events telecasted globally through the internet, which also helps attract a global audience.
• Customers are offered limited-time offers for different models to increase sales.

Business needs:

Promotion-advertising:

 

Part 2.

Alfardan (Buyer) meeting objectives

Objective 1:

            To deal with BMW to become a major supplier of electric vehicle in Qatar by June 2024.

Rationale:

• Alfardan is committed to reduce its carbon footprint; hence, aimed at investing in sustainable automotive vehicles.
• By partnering with BWM, Alfardan will be able to gain a competitive edge by contributing to the Qatar’s net zero target.
• The decided time is suitable to meet with counterparts to address key business opportunities, challenges and solutions.

Objective 2:

            To discuss major elements of the contract, including shipping, taxation and warranty.

Rationale:

• Alfardan is committed to make informed decisions; therefore, being fully aware of the contract to promote clarity is essential.
• This objective aims to address the concerns of both sides to foster high-level of satisfaction and adequate negotiation.

Objective 3 (Fallback objective):

            To design a collaborative promotional campaign by January and announce partnership on 22 April, 2024 at the Earth Day Celebration Event.

Rationale:

• A collective promotional effort will reduce the chances of inefficient marketing campaigns while keeping both parties on the same page.
• Announces partnership on Earth Day will signifies the commitment of Alfardan to environmental protection.  

BMW (Seller) meeting objectives

Objective 1:

            To increase the market share by 25% in Qatari sustainable automotive industry by partnering with regionally renowned conglomerates-Alfardan.

Rationale:

• BMW has been a partner of Alfardan for more than a decade. Therefore, the company has a stable opportunity to further expand its business footing in a new sustainable automotive industry.
• By increasing market position in sustainable automotive industry, BMW will align with Alfardan’s commitment to environmental protection and the Qatari government’s net zero target.

Objective 2:

            To provide adequate technical training to Alfardan’s automotive workforce to make them aware of iX1.

Rationale:

• This objective aims to enhance technical capabilities of Alfardan’s workforce so that they can effectively demonstrate iX1 to the target audience.
• The objective is beneficial for both parties as it will increase the chances of effective purchasing experience.

Objective 3 (Fallback objective):

            To expand the BMW’s footing in the neighbouring countries after two years of signing the contract

Rationale:

• BMW aims to become a leading manufacturer of electric vehicle in the Middle East region. Partnering with Alfardan will align with this aim of BMW.
• By increasing regional footing, BWM will be able to expand its customer base, thereby accessing to a wide revenue generation opportunity.

Part 3

Alfardan (Buyer) Meeting Context

            The meeting will be conducted in the head office of Alfardan on 26^th December, 2023 at 11:30AM. It will be the first in-person meeting with the members of BMW after a series of online communication via email and Google meet. Previously the two parties discussed their long-lasting partnership, its advantages and key success factors. BMW responded positively and seemed willing to further extend partnership. Alfardan will be hosting the meeting; therefore, it has an advantage to ask detailed questions and influence its counterpart.

BMW (Seller) Meeting Context

            The meeting is decided to be held at the head office of Alfardan on 26^th December, 2023 at 11:30AM. Previously, the two parties were involved in online communication and felt the need to meet in-person. In this meeting. BMW will elucidate iX1, its features and its competitive edge in the sustainable automobile industry. The company want to lock a profitable deal for both parties.

Part 4.

Alfardan (Buyer) Meeting Approach

• Meeting approach technique

Alfardan will practice need-satisfaction meeting approach to be fully satisfied with BMW. Although, BMW and Alfardan has a history of partnership, the recent ice cream scandal has raised concerned about BMW’s business conducts. By adapting to need-satisfaction meeting technique, Alfardan will ask critical questions to get a satisfactory overview of benefits of partnership.

• The start of the meeting?

Alfardan will explore BMW’s operational activities, iX1 features and its future plans to make informed decisions. Being a buyer Alfardan will listen more than speak.

BMW (Seller) Meeting Approach

• Meeting approach technique

BMW will use a memorized approach technique to effectively understand and respond to the questions of Alfardan. The executives will highlight key facts and figures to convince their counterparts.

• The start of the meeting?

The meeting will start by exchanging of gestures with the counterparts. BMW will show a comprehensive presentation to leave a professional impact on Alfardan.

• Opening technique

BMW, being a seller will use a systematic opening technique to establish a professional relationship with Alfardan. This rapport building technique will encourage BMW to effectively explain iX1 and benefits of partnership.

 

Part 5.

Alfardan (Buyer) Sales Meeting Presentation Method

• Sales Presentation Methods.

Alfardan will adapt to need-satisfaction sales presentation method to demonstrate specific needs and demands to BMW. The company will ask critical questions to let BMW elucidate the benefits of partnership.  

• Presentation Mix Elements to support and enhance your presentation efforts:

Alfardan will show BMW its market share, past sales and profitability of previous partnership. The company will also explain its sustainability among the major competitors.

• Example Presentation Mix Elements:

Alfardan will pinpoints customer testimonials to show what the target audience expect from the company. Additionally, the assertive communication style will be followed to state own needs and concerns in a respectful way.

BMW (Seller) Sales Meeting Presentation Method

• Sales Presentation Methods

BMW will adapt to memorized sales presentation method to structure the meeting content as per the business goals, performance and key planning. The primary aim of the company is to highlight the profitable condition of its business to lock a successful deal.

• Presentation Mix Elements to support and enhance your presentation efforts:

BMW will create an attractive and appealing presentation to convince Alfardan. Sales presentation will include relevant graphics, visual proofs and detailed demonstration of iX1. In this way, BMW will create a robust relationship with its counterparts.

• Example Presentation Mix Elements:

BMW will share its auditing report of FY2023 to enhance transparency. The company will also allow Alfardan to discuss any key metric in the report. The company will follow persuasive communication style to compel its counterparts to adopt the discussed idea.

Part 6.

Alfardan (Buyer) Meeting Questions

• Opening questions to collect important details of BMW and its expectation with Alfardan.

1. What offer leads you here at Alfardan?
2. How iX1 is different from other electric vehicles?

• Questions to identify business opportunities for partnering with BMW.

1. To what extent iX1 is environmental-friendly? We would like to know about its carbon-footprint.
2. What do you think is the best feature of your competitors and how do you manage your competitive position?
3. Do you have any plan for further improvement, like product designing, increased sustainability or pricing mechanism?

• Questions to address challenges related to partnership with BMW

1. Alfardan is committed to provide customers with competitive pricing. We want to discuss your pricing mechanism. Does it affect your market share?
2. We have zero-tolerance policy for discrimination; that is why we are concerned about your ice cream scandal. How did the scandal affect your customers and was your strategy to address the issue?

• Question to identify solutions to manage associated risks with partnership with BMW

1. Do you agree to conduct a customer survey to know their pricing expectation?
2. What according to you is customer-centric marketing or sensitive promotion strategy? Do you believe it can avoid discriminatory advertisements?

BMW (Seller) Meeting Questions

• Opening questions to collect important details of Alfardan and its expectation with BMW.

1. How do you see our offering?
2. Are you interested in attaining collective benefits by reselling iX1 in the Qatari automotive industry?

 

• Questions to identify business opportunities for partnering with Alfardan.

1. What is your current market share of the Qatari automotive industry?
2. Can you elucidate what makes you different from your competitors?
3. Do you have any plan to expand your reach to regional automotive industry?

• Questions to address challenges related to partnership with Alfardan

1. Alfardan is a family-owned conglomerates. Is there any fear of family dispute that could affect the business?
2. The State of Qatar is pressing companies to recruit more local staff. It feels like reducing diversity. What is your understanding of diversity and inclusion?  

• Question to identify solutions to manage associated risks with partnership with Alfardan  

1. What are Alfardan’s policy to prevent conflicts and mitigate its consequences within the company?

How do you plan to improve and implement your diversity and inclusion policy under the conditions of Qatarisation?