Source : WAM
Ras Al Khaimah Economic Zone (RAKEZ) kicked off the first event of its Growth Series 2026 with a practical, hands-on session aimed at helping small and medium-sized enterprises (SMEs) boost profitability by tackling one of their most common challenges: under-pricing. The session, titled From Price Competition to Value Leadership: Pricing for Profit, Not Survival, provided business owners with actionable tools to price confidently, safeguard margins, and shift away from unsustainable, discount-driven growth.
The opening event reflected RAKEZ’s commitment to delivering knowledge that businesses can apply directly to their day-to-day operations. Discussions focused on why SMEs often underprice their products or services, how pricing decisions affect customer perception and purchasing behaviour, and ways to reposition offerings to compete on value rather than price alone. Practical strategies to protect margins while maintaining market relevance and customer trust were also shared.
Ramy Jallad, RAKEZ Group CEO said, “Sustainable growth starts with getting the fundamentals right. By opening the 2026 Growth Series with a focus on pricing, we are addressing a core challenge that directly impacts resilience, competitiveness, and long-term business performance.”
The session featured a keynote by Codin Caragea, Founder and CEO of Experience Edge, who shared actionable frameworks to help businesses transition from price-based competition to value-led pricing. His insights emphasised clarifying value propositions, aligning pricing with execution capabilities, and reducing cost-to-serve pressures, all aimed at enhancing profitability without relying on discounts.
An interactive panel discussion followed, featuring Sindhu Sreenath, Managing Director at QuestionPro EMEA, and Suvo Sundar Chatterjee, Director of Business Excellence, Strategy & Planning at RAKEZ. The panel addressed real-world pricing challenges faced by growing businesses, highlighting how customer data, insights, and informed decision-making can enable companies to price with confidence and move away from reactive discounting.
Participants left the session with practical takeaways on refining market positioning, applying pricing psychology, and adopting value-driven pricing strategies to support healthier margins and sustainable growth.
The Growth Series 2026 will continue with sessions focusing on cash flow management, financial visibility, and building scalable partnerships, reinforcing RAKEZ’s position as a knowledge-driven platform that supports businesses throughout their growth journey.
