Project Description

Market Opportunity Assessment for Landscaping and Nursery in Saudi Arabia

  • Saudi Arabia’s economy has slowed since 2014, when the kingdom refused to cut output in the face of oversupply, which led to a collapse in oil prices that damaged public finances. The IMF expects the Saudi economy to grow by 0.1% in 2017 owing to OPEC oil production cuts. The country can no longer rely on oil revenue for growth
  • As of 2015, agriculture contributes 10.3% of the employment in Tabuk compared to 5.8% in overall Saudi Arabia. Most of the agricultural activities are done in the northern part of the country (Tabuk) due to availability of underground water, while oil and gas rigs are mostly located in the Eastern Province
  • Stalled projects in the construction sector owing to the recent oil crises has led to stagnation of the landscaping market in2017. With the construction market’s recovery, the landscaping market is also expected to expand at a CAGR of about 1.0% during 2017–20. In addition, a significant share of the landscaping market (around 25%) involves maintenance services. The total landscaping market in Saudi Arabia is valued at about USD 9.7 Bn in 2016. Northern Saudi Arabia makes up for around 3.5% of the country’s total landscaping market, of which Tabuk makes up 1.5%
  • NTP 2020 aims to increase the percentage of real estate spend on non-oil GDP to 15% by 2020 from 8% in 2016. It also aims to triple the percentage of residential units developed by approved real estate developers to 30% by 2020. Government assets (up to 146 state-owned entities have been proposed), from Saudi Aramco the healthcare and education sectors, would be privatised to help meet the country’s target of diversifying the economy away from oil
  • Investment in healthcare and education infrastructure by the government is expected to boost growth for landscaping in future. The government has also approved a 2.5% ‘white land tax’ on all undeveloped residential and commercial plots in urban areas to deal with housing shortage. With initiatives such as having 4–6 sq. m of green area per person, areas like Tabuk that are less urbanised will get more focus

Table of Content:          

Market Overview

  • Landscaping (landscaping, nursery and plant propagation) market in KSA.

Supply side analysis

  • No of players in KSA, structure of the industry, profiling of some major players (3-4) in the market with their competitive strengths, should this business be focused into key cities, infrastructure required, agriculture companies doing landscaping and reasons for the same, landscaping planning
  • Recommended business model and target market segment

Demand side analysis

  • Physical and capital Size of the landscaping market
  • Key target market segments (including government – municipalities – new economic and industrial cities, new universities)
  • Price analysis
  • Analysis of industry needs
  • How are contracts awarded
  • Buyer’s decision process
  • Market gap
  • Market share potential

Opportunity assessment

  • Opportunity assessment and current market landscape challenges. Where this venture should be headquartered. Focus areas and cities/provinces. Recommend what to do in Year 1, 2 and 3 of the business and when and how to scale. Consolidate in a city first – economies of scale
  • Analysis of the following opportunities (where possible market shares as well) on the following:
    • Internal vertical gardening
    • Introduction of local wild plants
    • Introduction of fodder
    • Planting of vegetable seedlings especially in the northern region.
    • Supplying grafted watermelon and tomato seedlings in partnership with an nursery
    • Marketing of fresh herbs plants, grown organically, to
    • restaurants and households.
    • Marketing of mini Hydroponic Systems for growing in-house vegetables, as well as partnering with official governmental bodies and institutions to introduce it in the local educational system.
    • Marketing indoor plants and cut flowers
    • Exclusivity of Dealership / Distributorship of the latest hydroponic greenhouse’s technology and landscaping
    • Tissue culture lab to produce special disease-free plants, special palm tree verities and elite potato plants as well as
    • cooperating and partnering with international tissue labs