The Al Maya Group in the Middle East started operations as a stand-alone supermarket in Ajman in the later part of 1979. In 1981 the Group was overhauled by its new partner and Chairman, Mr L. K. Pagrani. What followed was an overgrowth as the Group set up 18 stores in the next 18 months. Al Maya Group opened offices in the UK and Warsaw, in order to buy more efficiently for the mother company in the UAE. In 1985, the Group acquired the prestigious British Home Stores (Bhs) franchise for the Northern Emirates.
At the time, Dubai-based Al Maya Group is investing Dh40 million in an expansion involving the setting up of eight new supermarkets and at least two fashion retail stores in the next 12 months, said a senior company official. In Dubai, The Company, which split with Al Maya Lal's Group three years ago, currently operates 30 retail outlets including 15 supermarkets. As mentioned in the article “Al Maya Group plans expansion”, according to Deepak Pagarani, Al Maya Group's chief executive, the market has room for more hypermarkets. I agree with Pagarani as with the rapid development in Dubai, and the increase in population and truism the market defiantly allows more room for super/hypermarkets.
There are several competing hypermarkets in Dubai that create a rivalry in the market. According to Porter’s Framework the following reasons cause a rivalry in the market and if applied to hypermarkets in Dubai it can be seen that a rivalry exist:
Number of competitors is relatively high for such a market sector. Usually there are a small number of hypermarkets within one city as usually one can cover the demand of this city, but in Dubai we can see that there are many such Carrefour and Giant with many branches.
Balance among competitors exists as they all are of almost the same size and with the same power.
Industry Growth Rate exists as Dubai is growing rapidly and everything within the city is also growing.
Fixed or Storage Costs are high as many of the products at the hypermarkets are sensitive such as dairy products.
Switching Costs are low to costumers as they tend to switch to whichever suits them and has what they want.
Exit Barriers are high for the hypermarket industry as the initial investment is very high.
From the previous points it can be seen that rivalry exists in the industry of hypermarkets. To overcome the rivalry, Al-Maya did a little differentiation as mentioned by Pagarani: “We see great opportunities in neighbor stores …. With traffic growing and high gasoline prices increasing by 30 per cent, we feel this segment of the market will only grow. Most people will spare themselves the inconvenience of driving to hypermarkets where parking is a problem, for a few bucks”. I believe that focusing on this market sector would bring a great deal for Al-Maya group as they are planning to spread all over Dubai to make sure that they are the closest to their customers.