SWOT-4Ps analysis of UAE Organic food market

Agricultural development and food quality is significant focus of the UAE government's agricultural policy, given rising affluence and demand for fresher, healthier foods. The opportunity for organic food development needs to be optimized through an effective marketing plan. This study aims to find a suitable marketing mix for the organic food industry in the UAE. Strengths, weaknesses, opportunity and threats (SWOT) analysis is applied to identifying factors that impact the organic food industry in conjunction with famous 4P's (product, price, place and promotion) marketing mix factors to find the possible combinations of alternatives that best serves the organic industry. In addition, costs of combinations are estimated to project fiscal implementation. Results showed that the combination, consisting of normal prices, farms, social media platforms, and quality and freshness of the products are dimensions that serves the organic food produces to optimize output.