Love and Advertising Abroad In this case study, you continue in your role as a s
ID: 428276 • Letter: L
Question
Love and Advertising Abroad
In this case study, you continue in your role as a senior advertising consultant at Enhanced Analytics, Inc., a
provider of marketing and consulting services, with headquarters in Austin, Texas. In this role, you lead a team
whose goal is to devise strategy and offer advice to your consulting clients as they seek out advertising solutions.
Enhanced Analytics’ new client is jewelry maker whose line of engagement rings has been very popular in the
United States and, to a somewhat lesser extent, in Canada and the United Kingdom.
The company wishes to explore the possibility of expansion to the Middle East. Specifically, it is interested in
introducing a set of premium engagement rings in Saudi Arabia and the United Arab Emirates. If successful, the
executive team would then like to further expand into Qatar, Bahrain and Egypt. The company’s executives have
very little experience with Middle Eastern culture and values. Before taking any costly steps, they would like to
explore the feasibility of expansion by commencing a study of the market and the cultural sensibilities which will
play a role in designing an advertising campaign.
Your team has been tasked to explore the possibility of introducing a premium line of engagement rings in Saudi
Arabia and the UAE markets.
Prepare a written report for your client describing the key factors that will impact its decision to proceed. The
report should contain the following sections:
1. A description of the size and characteristics of the market in Saudi Arabia and the UAE
2. Cultural considerations
3. Political-legal considerations
4. Economic considerations
5. Recommendation. This section should contain your recommendation as to whether it is feasible for the company to invest in the project, based on the considerations outlined above.
Include outside research to support your ideas.
There is no page limit to this assignment. The assignment will be considered well-done if it contains all the required sections and subsections, if it is clearly written and your
thoughts and ideas are supported by specific data and research.
Explanation / Answer
Saudi Arabia’s grand plans to improve and better it’s infrastructure facilities indeed intends to provide with major business opportunities for US firms. Furthermore plans to expand its intermodal connectivity between maritime, bus, rail and air services are indeed intended towards providing favorable and encouraging market environment and prospects.
Saudi Arabia does indeed effectively acknowledge the matter of fact to diversify its economy thus King Abdullah is leading the way in economic reforms with special economic zones being developed and welcoming companies to contribute towards Kingdom’s plans to efficiently diversify its economic growth and financial future.
However Saudi Arabia does remain a very conservative society with enriched traditions and taking their religious obligations very seriously. In Saudi Islam indeed is regarded as religion, way of life and moral code of conduct. Thus it’s very crucial and significant for every organization while doing business in today’s rapidly changing Saudi markets to effectively recognize and acknowledge the cultural and ethical values.
UAE indeed has effectively been able to establish itself as a major global commercial hub but however there still exists some major challenges for US firms planning to do business. As per World Bank report UAE still continue to lag in ease of doing business for instance trading across borders, getting credit, resolving insolvency and starting a business.
Thus these problems does in fact facilitate to reflect on confrontations which foreign firms indeed needs to effectively deal with for instance delays in receiving payment towards completion of work, efforts by some UAE entities after signing the contracts to alter the scope of work and difficulties in terminating agreements even in case of non-performance by local agent.
However UAE economy continues to grow and the overall economic prospects indeed are regarded to be very optimistic. Furthermore globally UAE reserves in oil and natural gas ranks in top 10 and is considered to be the third most fastest growing economy in Gulf Cooperation Council. UAE was effectively been able to diversify its economy which indeed efficiently facilitated with balanced revenue sources and create a sustainable economy which in fact helped to withstand long-term oil price volatility.
In UAE where 80% of the populations are expatriates it in fact is regarded as a diverse and multi-cultural society. UAE is considered to be relatively liberal within the region thus it provides schools, traditions and food stuffs which indeed are aimed towards facilitating the global culture. Furthermore UAE national culture revolves around the religion of Islam whereas other religions are also respected thus churches and temples could also be found alongside mosques.
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