Introduction and Overview
The tradition of racing camels has existed for many years in the Arabian world. Considered to be the ‘sport of the Sheikhs’ for its history, the sheikhs of today still hold tournaments and festivals honoring this tradition. The Gulf States have cultivated many of the cultural traditions of their ancestors, though perhaps the most well-known was the use of camels as a means of transportation prior to the discovery and widespread use of fossil fuels. In spite of rapidly growing technologies, camels are still used to this day as transportation by Bedouins. The late sheikh, Zayed, always supported the cultural activities of the nation including the ever popular camel races. The UAE, and the majority of the Gulf States, organize many camel racing competitions, each with their own set of attractive prizes. Zayed’s camel racing festival in particular offers up approximately $30 million in prize money. The race consists of approximately ten thousand camels participating in these festivals, with Zayed’s festival in particular lasting for five days straight, increasing its popularity and the competitive nature of the sport as a result of the higher and more appealing prize money (Dubai Camel Racing Club, 2013). To tap into this market, the ‘Jockey’ was created.
Mission Statement
To provide the highest quality robotic camel jockey possible, working to service those who are dissatisfied with current models available on the market today.
Business Background
In order to combat current issues with the design and operation of these robotic camel jockeys, our company has created its own camel racing jockey. Known simply by the brand ‘Jockey’, our company is targeting Gulf Cooperation Council (GCC) countries in particular, as these individuals are most affected by the changes to the jockeying rules. The specific target market within these countries is those who are current participants in camel racing, have participated in the past but were either disappointed in currently available robotics or who chose to stop racing following the banning of the use of young children as jockeys; a more intense focus will be placed on these individuals within the UAE. As of 2014, there were fifty thousand camels in this area, under the care of approximately ten thousand owners, and of those, approximately thirty thousand camels are younger camels, ideally suited for racing and best suited for use with the Jockey.
Services
The Jockey offers increased speed, tracking options, information storage, voice commands, and a whip. The Jockey is more reliable, there is less of a chance of it breaking during the race due to its higher quality components and construction; it is lighter weight than other available options on the market today; and it allows for branding, both of the Jockey brand and has the ability for the owner to place their own branding on the Jockey as well. Finally, the Jockey’s transmitter and receiver are of far higher quality than that present on other currently available products; current competition has ‘technical problems with the motor’ (problems) between the receiver and transmitter,’ (and issues with) interference from other transmitters’ (Ibrahim, 2013). The jockey lacks these issues due to hardening of the communications systems and different methods of communication than those present in other currently available products.
Target Market
Traditionally, it was considered common practice to bring young jockeys from areas like Bangladesh or Pakistan to race the camels, but in 2002 this practice was banned in the UAE (BBC News, 2005). In order to work to combat this particular setback, robotic camel jockeys were created. The use of robotic camel jockeys has become extremely popular in the camel racing industry in recent years. The robots are available at local markets and are locally manufactured. Currently available products have certain vulnerabilities and inefficiencies, however (Obeid & Mosaad, 2013). It is as a result of the issues with currently available options that the target market for this particular product will be individuals in the UAE and other GCC states who would prefer to participate in the camel races but are in an area or region that does not allow the use of human jockeys. The product is also designed to target those who are currently unhappy with today’s market offerings.
Market Profile
In the GCC states and the UAE in particular, the market for this particular product is exceedingly high, and the market only continues to increase in size as a result of the high offerings of prize money in certain races.
Competition
The competition is weak due to current products experiencing certain inefficiencies and vulnerabilities within their design structure (Obeid & Mosaad, 2013).
Legal and Regulatory Requirements
The current legal requirements are simply that jockeys not be human in nature, ensuring that the product is in full compliance (BBC News, 2005).
Marketing
In order to market the Jockey, information will be distributed through online newsletters, internet forums, flyers, and through direct mail to those who have expressed a preexisting interest in the camel races and in the competitions associated therewith. Postings will be made in online forums dedicated to the topic of camel racing, articles will be written for the online newsletters, and flyers will be distributed within businesses known to be frequented by racing individuals.
- Anderson, J., Narus, J., & Rossum, W. (2006). Customer Value Propositions in Business Markets. Harvard Business Review. Retrieved 26 November 2014, from https://hbr.org/2006/03/customer-value-propositions-in-business-markets
- Robot jockeys to ride gulf camels. (2005, October 4). BBC News. Retrieved November 2, 2013, from http://news.bbc.co.uk/2/hi/middle_east/4430851
- Obeid, S., & Mosaad, A. (2013, October 20). Interview by Saeed Alnofeli []. Camel robot jockey.
- Robot jockeys to ride gulf camels. (2005, October 4). BBC News. Retrieved November 2, 2013, from http://news.bbc.co.uk/2/hi/middle_east/4430851
- Robot jockeys to ride gulf camels. (2005, October 4). BBC News. Retrieved November 2, 2013, from http://news.bbc.co.uk/2/hi/middle_east/4430851
