ASER has developed a market entry strategy for the Luna Coffee

ASER has developed a market entry strategy for the Luna Coffee chain in the United Arab Emirates (UAE). The company conducted a comprehensive market analysis, including research on consumer preferences, the competitive landscape, and economic factors, to determine optimal pathways for successfully introducing the brand in the UAE.

As part of this strategy, ASER Capital recommended adapting the Luna Coffee concept to local nuances, including menu offerings, marketing communications, and pricing policies, to attract Emirati consumers and ensure competitiveness in the market.

Additionally, ASER Capital developed a plan for selecting and evaluating potential locations for new coffee shops and proposed strategies for recruiting and training staff to ensure high service standards and brand consistency.

Implementing this strategy will enable Luna Coffee to successfully enter the UAE market, considering local characteristics and consumer needs, thereby strengthening the brand’s position in the region.

In June 2024, Luna Coffee opened its first café in Dubai Mall Zabeel, offering signature coffee, breakfast items, and desserts.