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STRATEGIC ASSESSMENT OF RESIDENTIAL AND REAL ESTATE INDUSTRY IN SAUDI ARABIA USING PESTEL AND SWOT MODELSMohiuddin AsadMBA(UK), ACCA, CMA, CIA, CFE, FFA, CCSAIntroductionIn the following article, the author has carried out a strategic assessment of residential and real estate construction industry in Saudi Arabia. Beginning with explaining the concept of strategy in different schools of thought, he has used PESTEL and SWOT models to perform his assessment. The author has first scanned the external macro environment of the residential and real estate construction industry in Saudi Arabia using the relevant PESTEL factors and then highlighted the strengths and weaknesses of major firms in the said industry with the help of SWOT model. SRATEGY IN DIFFERENT SCHOOLSWhittington (2001) categorized strategy in four basic generic approaches namely, Classical, Evolutionary, Processual and Systemic. According to classical approach, strategy is a logical process of calculation and analysis, intended to maximise long term benefits. For classicists, profitability is the ultimate objective of business, and rational planning is the means to achieve it. As per Alfred Sloan: “the strategic aim of a business is to earn a return on capital, and if in any particular case the return in the long run is not satisfactory , the deficiency should be corrected or the activity abandoned” (Sloan, 1963) For evolutionists, strategy in the classical sense of rational deliberate future planning is often irrelevant. In evolutionary approach, competition is not overcome by detached calculation and analysis but by constant struggle for survival (Cuizon, 2009). Processual approach is similar to evolutionary approach in the sense that it doubts the value of rational long term planning but it does not leave the profit-maximizing outcomes to the market since market is full of mess and confusion (Cuizon, 2009). For processualists, strategy is an emergent process of learning and adaptation (Whittington, 2001). Systemic approach has a relativist position. It believes that a firm can plan and act effectively. It is much less pessimistic than Processual approach about people’s capacity to carry out rational plans of action and much more optimistic than evolutional approach about its ability to define strategy regardless of market forces (Whittington, 2001). Systemic theorists view strategy under social context and argue that strategy should therefore be undertaken with sociological sensitivity. In contrast to Whittington’s (2001) four approaches, Mintzberg (1990) classified strategy into ten schools of thought. The schools are categorized as either prescriptive or descriptive. Prescriptive schools deal in how strategies should be formulated (Mintzberg, 1990) whereas descriptive schools focus on how strategy arises and emerges (Mintzberg, Ahlstrand and Lampel, 1998). PESTEL ANALYSISSaudi Arabia is rich and stable and enjoys good relations with neighbours and international world. There is no threat of war, invasion or political instability and as such general political environment is considered healthy and favourable for construction as well as for all other businesses. Even the current flair of political uprising in the region does not threaten Saudi Arabian government as the well being of its people have well been taken care of. Saudi Arabia had become 149th member of WTO in 2005. Since then, the country has been undertaking a series of important steps to further loosen its trade system and speed up its integration in the world economy, while offering a transparent and predictable environment for trade and foreign investment in accordance with WTO rules. Saudi Arabia has been ranked number 13 in business environment and investment competitiveness according to a report by the International Finance Corporation of the International Bank for Reconstruction and Development. The country has gone from number 67 in 2005 to numb
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Strategic assessment of residential and real Estate industry in Saudi Arabia
STRATEGIC ASSESSMENT OF
RESIDENTIAL AND REAL ESTATE
INDUSTRY IN SAUDI ARABIA
USING PESTEL AND SWOT MODELS
Mohiuddin Asad
MBA(UK), ACCA, CMA, CIA, CFE, FFA, CCSA
Mohiuddin Asad 11
Strategic assessment of residential and real Estate industry in Saudi Arabia
Introduction
In the following article, the author has carried out a strategic assessment of residential
and real estate construction industry in Saudi Arabia. Beginning with explaining the
concept of strategy in different schools of thought, he has used PESTEL and SWOT
models to perform his assessment. The author has first scanned the external macro
environment of the residential and real estate construction industry in Saudi Arabia
using the relevant PESTEL factors and then highlighted the strengths and weaknesses of
major firms in the said industry with the help of SWOT model.
Mohiuddin Asad 22
Strategic assessment of residential and real Estate industry in Saudi Arabia
SRATEGY IN DIFFERENT SCHOOLS
Whittington (2001) categorized strategy in four basic generic approaches namely,
Classical, Evolutionary, Processual and Systemic. According to classical approach,
strategy is a logical process of calculation and analysis, intended to maximise long term
benefits. For classicists, profitability is the ultimate objective of business, and rational
planning is the means to achieve it. As per Alfred Sloan: “the strategic aim of a business
is to earn a return on capital, and if in any particular case the return in the long run is
not satisfactory , the deficiency should be corrected or the activity abandoned” (Sloan,
1963) For evolutionists, strategy in the classical sense of rational deliberate future
planning is often irrelevant. In evolutionary approach, competition is not overcome by
detached calculation and analysis but by constant struggle for survival (Cuizon, 2009).
Processual approach is similar to evolutionary approach in the sense that it doubts the
value of rational long term planning but it does not leave the profit-maximizing
outcomes to the market since market is full of mess and confusion (Cuizon, 2009). For
processualists, strategy is an emergent process of learning and adaptation (Whittington,
2001). Systemic approach has a relativist position. It believes that a firm can plan and
act effectively. It is much less pessimistic than Processual approach about people’s
capacity to carry out rational plans of action and much more optimistic than evolutional
approach about its ability to define strategy regardless of market forces (Whittington,
2001). Systemic theorists view strategy under social context and argue that strategy
should therefore be undertaken with sociological sensitivity. In contrast to Whittington’s
Mohiuddin Asad 33
Strategic assessment of residential and real Estate industry in Saudi Arabia
(2001) four approaches, Mintzberg (1990) classified strategy into ten schools of thought.
The schools are categorized as either prescriptive or descriptive. Prescriptive schools
deal in how strategies should be formulated (Mintzberg, 1990) whereas descriptive
schools focus on how strategy arises and emerges (Mintzberg, Ahlstrand and Lampel,
1998).
Mohiuddin Asad 44
Strategic assessment of residential and real Estate industry in Saudi Arabia
PESTEL ANALYSIS
Saudi Arabia is rich and stable and enjoys good relations with neighbours and
international world. There is no threat of war, invasion or political instability and as such
general political environment is considered healthy and favourable for construction as
well as for all other businesses. Even the current flair of political uprising in the region
does not threaten Saudi Arabian government as the well being of its people have well
been taken care of.
Saudi Arabia had become 149th member of WTO in 2005. Since then, the country has
been undertaking a series of important steps to further loosen its trade system and
speed up its integration in the world economy, while offering a transparent and
predictable environment for trade and foreign investment in accordance with WTO
rules. Saudi Arabia has been ranked number 13 in business environment and investment
competitiveness according to a report by the International Finance Corporation of the
International Bank for Reconstruction and Development. The country has gone from
number 67 in 2005 to number 13 in 2009 on the index, which measures 183 countries
around the world (IFC-World bank, 2009). Saudi Arabia is also “rated as one of the top
20 most attractive countries in the World for Foreign direct investment” (SAGIA, 2011).
On the regional side, GCC’s decision in 2000 to adopt a common currency is an
important step towards opening new business opportunities for the region. Though still
ahead, a GCC monetary union is expected to boost intra-regional trade and investment,
lowering transaction costs, improving the efficiency of resource allocation, supporting
Mohiuddin Asad 55
Strategic assessment of residential and real Estate industry in Saudi Arabia
economic diversification and attracting foreign direct investment. Although the absence
of a comprehensive Saudi mortgage law leaves a considerable gap for the investors in
the real estate and residential market (Global Investment House, 2009), the government
is moving fast to develop more clarity and comprehensiveness to the Saudi real estate
laws. After approval of the Shura Council in July 2008, the Saudi mortgage law is
expected to be implemented soon. This will unleash latent demand for housing as
majority of the Saudi population demands religiously permitted schemes for home
financing. Some of the major banks have already started to offer Sharia compliant home
financing credit in anticipation of the law’s implementation. The Kingdom’s foreign
investment law passed in 2000 changed the way foreign investment could be conducted
in the country. The law enabled foreigners to have 100% ownership of the projects
including permission for foreign investors to own real estate required for the project
itself or for employee housing of the licensed projects. (SAGIA, 2000)
Saudi Arabia’s economic performance had been outstanding until middle 2008 which
were mostly driven by strong private and public investment expenditure on the support
of record oil prices and plentiful liquidity. However, the economic growth position for
2009 has declined sharply due to global financial crisis and economic recession.
Despite of the severe impact worldwide, Saudi Arabia has been less affected by the
global financial crisis. The credit mainly goes to government for taking timely and
effective fiscal and monetary measures. Saudi Arabian monetary agency had injected
SAR6 billion and USD2.5 billion in the banking system through deposits. (SAMA, 2009)
Since most speculative flows have already left the region, disruptions in the money
Mohiuddin Asad 66
Strategic assessment of residential and real Estate industry in Saudi Arabia
market have been limited and liquidity in the banking system already started to
normalize. In 2009 budget, projected revenues have decreased from SR450 billion in
2008 to SR410 billion in 2009, largely as a result of a decline in the price of oil, which
accounts for 88 percent of the Kingdom’s revenues. As such, the budget is estimated to
yield a fiscal deficit of SR65 billion, compared to a surplus of SR40 billion in 2008.
(Budget, 2009) However, as the budget was prepared on a very conservative oil price
basis, experts forecast the actual 2009 deficit to be much lower than budgeted (NCB,
2009). The 2009 budget includes a record SR225 billion for new projects (Budget 2009).
The budget represents a 36 percent increase in capital spending over 2008 and
demonstrates the Saudi Government’s focus on developing capital programs that will
generate huge opportunities, especially in the real estate and housing sectors (NCB
2009)
Saudi Arabia's GDP is among the largest 20 global economies which grew by around 3.4
per cent in 2007 and 4.5 per cent in 2008. Due to the global financial crisis and sharp
decline in oil prices, the 2009 GDP is expected to contract by 1.2 percent, however, 2010
is again expected to be a good year with around 4.4 percent GDP growth (SAMBA,
2009). According to a recent study by Global Investment House, Saudi Arabia's real
estate sector has been projected to sustain a growth rate of between 5 to 7% until 2012,
powered by a consistently strong domestic housing demand, expanding business
development projects and a burgeoning hospitality sector. The study further revealed
that the real estate sector's GDP contribution will reach 7.2% in 2009 up from 6.8% in
2004, as Saudi Arabia's real estate investments touch SR1.125 trillion in 2009 and are
Mohiuddin Asad 77
Strategic assessment of residential and real Estate industry in Saudi Arabia
estimated to reach SR1.5 trillion by 2010. (Global Investment House, 2009)
Saudi Arabia's population growth rate over the past decade has held to a brisk 2.45%
per year, but the country is overwhelmingly young. Some 70% of its population is under
30 years old and 45% are under the age of 15. (Global Investment House, 2009)
Furthermore, traditionally, a Saudi couple has to live in a separate home after marriage.
These demographics along with Saudi Arabia's general wealth and well known
preference for single family villas over apartments is a recipe for a housing boom of
almost record size. The unmet housing demand in Saudi Arabia currently stands at
around 250,000 units with the highest demand expected from middle-income group. In
order to fulfil the growing demand, the government is expected to provide an area of
around 300mn sqm for residential land plots in urban areas (Global Investment House,
2009). Residential segment presents under supply situation for past several years and
expected to continue the same in the near future. According to official estimates, there
were 4.3 million occupied housing units in the kingdom in 2007. Around 44.5% of
households live in owner-occupied units while another 44.4% live in rented units.
Employer-provided housing units account for the remaining 11.1% of households.
(Global Property Guide, 2008) Saudi Arabia is witnessing an escalating demand from
young middle income group. Thus, if Saudi Arabia is to meet such demand it will need to
build 1.5mn new homes by 2015 (Global Investment House, 2009).
It is, however, crucial to remember that such a hike in real estate and housing
construction sector will demand for sufficient building material to supplement the
expected growth. The most important supplies are of course cement and steel. The
Mohiuddin Asad 88
Strategic assessment of residential and real Estate industry in Saudi Arabia
kingdom has cement production capacity of more than 45 million tones a year and is set
to exceed 50 million by 2010. (BMG Advisors, 2008) Further, Saudi Arabia is one of the
largest steel producers in the region and has currently the capacity to manufacture 8.4
million tonnes of steel per year (Gulf News, 2009). Due to large exports during 2008; the
country witnessed soared prices along with threat of cement and steel shortage. In
wake of multi-billion dollar real estate, housing and infrastructure projects, the
government imposed a ban on cement and steel exports. The ban has now been lifted
by the government conditionally amid availability of sufficient stocks. Experts do not
foresee a shortage of building materials in near future however, considering the size of
expected growth, this could be a threat in the long run.
Mohiuddin Asad 99
Strategic assessment of residential and real Estate industry in Saudi Arabia
SWOT ANALYSIS - Strengths and weaknesses
Though there are many small firms in the real estate and housing sector which mostly
serve the individual clients, the main real estate and residential construction industry in
Saudi Arabia is dominated by few big players. The market is thus of an oligopolistic
nature. All of these firms have been in the industry for over three decades and hence
are very well established. Their main strength is their huge resources which create big
barrier for the new entrants. According to Meed’s report, foreign contractors admit that
“The local construction companies are very strong. A company such as BinLadin Group
or Dar Al Arkan and Saudi Oger has such large resources that it is almost impossible to
compete with it on large residential projects”, (Meed, 2009). However, one strategy
which other foreign companies are pursuing is to compete these local giants on
technical grounds especially related to the high rise buildings.
The main strengths of these big local firms are:
Their reputation in Saudi Arabia and in the region
Huge existing set up
High expertise in the construction sector
Knowledge of the Saudi laws and systems
Long term relations with officers in related ministries and government departments
Approved contractor status for all government departments
Good skilled staff compared to rest of the market
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Strategic assessment of residential and real Estate industry in Saudi Arabia
Well consistent and predictable Zakat system for local companies as compared to
taxation for foreign ventures.
The major weaknesses include:
Dependence on government for release of funds which can cause serious cash flow
problems at times
Long bureaucratic procedures
Lack of skilled Saudi workforce
High fixed cost
Lack of entrepreneurial culture
Risk of cement and steel shortage and their price hike
Routine kick backs
High dependence of every firm and industry as well as the whole economy on oil prices
Mohiuddin Asad 1111
Strategic assessment of residential and real Estate industry in Saudi Arabia
Conclusion
With global economic environment entering into recovery phase and Saudi
government’s firm commitment to boost development expenditure, demonstrated by
mega budget allocations for real estate, housing and infrastructure projects, as well as a
fast growing population of young people to guarantee future demand in housing, the
real estate and residential construction sector boasts a healthy growth profile. Being a
member of WTO, the country is undertaking important steps to further loosen its trade
system and speed up its integration in the world economy. With the approval of new
investment friendly laws and sharia complaint mortgage regulations, the real estate and
housing sector is becoming more attractive for investors. Easy liquidity and negative real
interest rate give investors a greater incentive to invest in real estate to benefit from
attractive rental yields. There is no doubt that big gap between demand and supply of
the housing units is a call for huge investment opportunities in the residential sector of
Saudi economy. Since the industry is in growth stage, competing firms do not need to
fight on capturing each others share; instead they should focus on improving their
weaknesses and grasp the opportunities by making best use of their competitive
strengths. Foreign companies should focus on their technical resources and should
exploit the abandon opportunities through that strength as that is their main edge
which give them a competitive advantage over local firms in the current Saudi real
estate and residential sector.
Mohiuddin Asad 1212
Strategic assessment of residential and real Estate industry in Saudi Arabia
References:
Whittington, R. (2001), what is Strategy - and Does it Matter? 2nd edition, Thomson
Learning, London
Sloan, A. P. (1963), My Years with General Motors, London: Sedgwick and Jackson.
Cuizon, G. (2009), Theories of Action in Business Strategy: Classical, Evolutionary,
Processual and Systemic Approaches
Mintzberg, H. (1990), “Strategy formation: schools of thought”, Harper Business, N.Y
Mintzberg, H., Ahlstrand, B. and Lampel, J. (1998), Strategy Safari: A Guided Tour
through the Wilds of Strategic Management, Prentice-Hall, N.Y.
IFC, (2009), “Doing Business 2010: Reforming through Difficult Times” International
Finance Corporation, World Bank, September 2009 Report
Saudi Arabian Foreign Investment Act, (2000), article (6), Saudi Arabian General
Investment Authority
Research and Statistics Department (2009), “Economic Developments 4th Quarter
2008”, Saudi Arabian Monetary Agency
Annual Budget (2009), Ministry of Finance, Saudi Arabia
Saudi Economic Perspectives, (2009), National Commercial Bank, Saudi Arabia
“Mid-Year Economic Review and Forecast”, (2009), Saudi American Bank (SAMBA),
Saudi Arabia
“Saudi Arabian Real Estate Market”, Global Investment House, Kuwait, Jan, 2009
“Oil fuels Saudi real estate market boom”, Global Property Guide, Aug, 2008
“Saudi Cement Sector”, BMG Advisors, June 2008
Mohiuddin Asad 1313
Strategic assessment of residential and real Estate industry in Saudi Arabia
“Saudi Steel Makers receive export Licenses” Gulf News, July 6, 2009
“Contractors focus on Saudi Arabia”, Meed, 20-26 March, 2009
Mohiuddin Asad 1414