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Tahani Alhosani

on 24 February 2015

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Historical Background of the Industry in the UAE
Strategic – Capability Gaps
Turbulence Level
Current Situation for the ADU
Higher Education In UAE
 Strategic Segmentation 
Historical Background of the Industry in the UAE
PESTLE Analysis
ADU’s Current Situation
Environmental Scanning Analysis
Strategic Readiness Diagnosis
Measures for Effective Implementation
Major Recommended Actions of the Strategic Audit
 Strategic Segmentation 
Measures for Effective Implementation

Our Current Strategy
in the Educational Field of UAE
Selected SBA
Strategic Analysis of Abu Dhabi University

And Action Plan

In the increase of oil product in the country in the year 1962, there was the improvement in the education system as declared by his Highness Sheikh Zayed bin Sultan Al Nahyan, UAE president.

The UAE educational system has begun in the 1970s and have four stages which spans from 14 years of education: 4-5 yeals olds attend kindergarten, 6-11 years of age to attend primary schools.
The ministry of education and youth of the country has further implemented a strategy for the next 20 years that would tend to develop the countries education system.

The educational reform has started to change and improve to have greater accountability, higher stands and improved the presence of professionalism.
The presence of regular rote instructions has been improved to more interactive forms of learning, and the presence of English-language education is integrated in the key subjects of learning.
Key institutions including Abu Dhabi Education Council, the Dubai Education Council and the UAE Ministry of Education have been tasked to improve education reform while being able to preserve their local traditions, principles and cultural identity of the country.

During this years, all students could be enrolled in private schools but only UAE nationals, or holders of UAE passports, GCC citizens and children of decrees issued by UAE President or Vice President are eligible for public schools.

There is also the presence of school inspections where in 2010 there is the first initial quality inspection handbook followed by the schools.

Simple Environment
Complex Environment
Weakness Opportunities Threat
Technological capabilities
Skill and learning gap for both teachers and students
Availability of new and modern technology for innovative teaching and learning
Increase of competition and presence of technological incapabilities
Increase of delivery of quality education with K-12 and higher education programs
Presence of resistance to some workers due to changes in education system
Increase of educational standard means increase of quality teaching
Creating a stand still for local labor market due to increase of educational merit for local workers.
Development and promotion of new programs for school curricula
Presence of skill gap between Emiratis and expatriates
High growth population increase education market
Conflict with government and organization programs in addressing skill gap and providing quality education

Integration of Emiratization programs with innovative teaching methods
Changes to curricula in short wave times
Increase of National literacy rate, resulting to large local pool of skilled target employees
Increase of schools being privatized
UAE implementing diversity and accepting an open market to education
Conflict with internal policies and programs like “Emiratization” with an free market to private sector including education
Changes of educational qualifications improving quality teaching due to free market economy
Heavy dependence to privatization and economy attractiveness increase competition to private schools
The Abu Dhabi University was a dream of his Highness Sheikh Hamdan Bin Zayed Al Nahyan and other distinguished citizens of the United Arab Emirates, and was established in the year 2003 to around 1,000 students having two campuses in Abu Dhabi and Al Ain.
Brief History
The University current fall enrolment was 5, 927 where undergraduates are 4,956 and postgraduate are 971.
Company Size
Abu Dhabi University provide programs that shows different structure and culture which would reflect the past and present society and further predicts the future needs of the United Arab Emirates.
Product & Services:
College of Arts and Science
College of Business Administration
College of Engineering
Degree programs:
Market share is known as a term described for a company’s success achievement and present in the market through customer satisfaction and size of target market.
Market Share
Educate more people to the importance of the use of technology in both learning and teaching in order to further promote quality education and at the same time be internationally competitive in both skills and knowledge.

Government needs to encourage Emirate to engaged in an international school curricula in order to be globally competitive and increase the changes of flexibility and enhancement of cultural integration to the world.

Create IT comprehensive frameworks in order to take advantage of technological advancement and support innovative teaching for school in the country
Recommended Actions:
“The greatest use that can be made of wealth is to invest in the creation generation of educated and trained people”
(EUAE, 2015).
Potential Entrants
Industry Competition

Rivalry Among
Existing Firms
Bargaining Power

of Customers
Threat of Substitute Product / Services
Relative Power of

Govt, Unions etc.
Bargaining Power

of Suppliers
Threat of New Entrance
ADU’s Competitive Position in the Industry – Porter’s Forces Analysis
ADU’s Current Situation
Recommanded Action
ADU’s Current Strategy Factors
ADU’s Vision – Mission – Goals & Objectives
Environmental Scanning
Environmental Scanning Analysis
TOWS Matrix
Recommended Actions
Improve its strengths
Understand its market position
Improve its current capabilities
Improve its current market and innovation strategy
Online Courses / Computer
Post Graduate
Customer Type
Strategic – Capability Gaps
Measures for Effective Implementation
What are the potential

What should be Done?
Who Should do it?
Values and
Rewards and
Resistance to
diversification and flexibility
Create a pool of diversified work force, the need to be able to integrate international culture within the current culture of the university in order to learn and be internationally flexible and competent.
General Admin
There is the need to be flexible, create a system of different rewards and incentives to motivate workers and students from both teaching and learning
Lack of motivation for both staff and students
The presence of too focused in a single system, create gap in terms of knowledge and skills
Continuous training and development for both students and teachers is vital in order for both parties be update with technology.
Update systems regularly and take into account new models
R & D
General Admin.
Action Plan
Actions needed for responsiveness to the General Environment

Actions needed for competitive responses in the industry/market

Actions needed for Vision-Alignment

(based on Vision, Mission, Goals and Objectives analysis)
Actions needed for responsiveness to the industry environment

(Environmental Scanning Analysis)
Actions needed for alignment with future turbulence
(Ansoff’s Strategic Readiness Diagnosis)
Increase of international competitive graduates
Create of skill gap to other courses
Implementation of international standards and practices
Increase of competition to both local and expatriate skills and work
Focus on internal strengths to address external factors like that presence of access to modern technology.

Conduct more research and development for future innovative learning and teaching improvements.
Ensure innovative teaching methods and models

Consider a competitive advantage in order to capture opportunities and overcome the threats in the markets
The vision, mission and the goals and objectives of the university is aligned, in which minimal change is done to change and that no action is needed to have an alignment. The only thing that was change is a few words in the vision statement in order to make it clear and direct in terms of the goal of the university.
ADU need to enter new joint programs in order to promote student participation

Implement environmental policies like that of recycling programs and environmental education.

Establishment of regional and local context of sustainable development
and policies
Have an open communication in planning to reduce gaps

Focus in R and D and strategic alignment

Creation of a standard model is vital to lessen gap present in terms of responsiveness
Group "A" Members:
Tahani Alhosani
Nafla Alahbabi
Mariam Alshamsi
Khaula Almeheiri
Shaikha Alkuwaiti
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