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Identify A Country Justifying Your Choice. Select A Product That Would Be Suitable For Marketing Within That Country. Essay, Research Paper

The author has chosen Dubai, one of the seven emirates of the United Arab Emirates to market the product in. Cultural issues will be critically discussed connected with marketing issues. Analytical frameworks such as Hofstede’s Dimensions, Lee, self-reference criterion and cultural analysis will be linked to Middle Eastern culture.

United Arab Emirates is a Middle Eastern country situated between Saudi Arabia and Oman. It is made up of seven emirates, Abu Dhabi, Dubai, Sharjah, Fujairah, Ras -al -Kahaimah and Umm al-Qaiwain, Before it gained independence in 1971 it was known as the Trucial States. The Trucial States had a British protectorate from 1892 until 1971, when the name changed to Al Imarat al Arabiyah al Muttahidah (State of the United Arab Emirates) Abu Dhabi is the capital and the largest emirate. Each emirate has its own ruler. The ruler of Abu Dhabi Sheikh Zayed is the president of the seven emirates. (http://www.uaeinteract.com, 2000)

Dubai is the second largest of the Emirates after Abu Dhabi. It stretches along the along the Arabian Gulf coast for 72 kilometres. (http://www.uaeinteract.com, 2000) (Refer 2, to appendix for general and cultural information)

Dubai is a good choice for marketing a new product in because it has a buoyant economy in manufacturing and tourism. 2.5 million tourists visit the UAE annually. In 1997, the UAE imported food and beverages worth 1,821million Dirhams (5.29 Dirham’s to ?1), http://ftimes.com, 2000)

Population is diverse; local Arabs are supplemented with expatriates from Europe, Asia and the Far East so there is a wide range of tastes. As the bulk of foodstuffs are imported and choice is somewhat limited, there is a great demand for additional and new products. The local population has a high standard of living with excess disposable cash. Dubai is known as ‘The City of merchants’ this is significant for marketers who wish to penetrate the local market. Dubai’s business community understands foreign business practices. (http://www.dubai-online.com, 2000)

The chosen product is Almond Cresent which, is based on a Bakewell tart. Instead of shortcrust pastry as a base, It will have a filo pastry base. The Arabs are known for their love of sweet things especially nut and pastry confections such as Baklava.

Like the Bakewell tart the product has a long shelf life and does not require any special conditions such as refrigeration. It can be produced locally or imported.

It is a favourite past time for local ladies to visit each other’s villas for coffee and cakes. They either drive or have a driver to take them to their friends’ villas. In the UAE, women are allowed to drive unlike Saudi Arabia

Authors driving licence issued by the Ministry of Transport.

Flour, sugar and almonds are among the top ten food products the UAE imports from the USA. (http://www.netgain.muohio.edu, 1999)

International marketing offers companies a way to expand their customer database beyond their home market. However careful planning is required to cope with the complexities of international marketing. (Kotler, 2000) (Refer to appendix 1, for examples of mistakes in international marketing because of lack of knowledge for cultural awareness & cultural opportunities for international marketing)

Marketers need to be aware of the four main environments (cultural, political and legal, technological and economic) when they make international marketing decisions. (Evans & Berman, 1988)

The environment facing international marketers (Evans & Berman, 1988 p422)

Companies have to adapt their marketing strategies to suit the local cultural climate otherwise it would be very risky to enter the Middle Eastern market due to the cultural religious factors. (Brassington & Pettitt, 1997)

“The key to success in the exploitation of international markets is found in the global launch of products and brands” (Mattelart, 1991 p49)

Before expanding into the UAE, marketers should be aware of religious and cultural factors that may hinder their marketing plans. The impact of Islam will have a profound effect on marketing. Islamic law (Sharia) is based on the holy book (the Koran) is used as a guide for different activities including economic activity. (Walsh, 1994)

Cultural awareness is improved by studying the cultural differences this could be done by employing foreign marketing research specialists. (Evans, & Berman1988)

The population of Dubai in 1997 was 514,000 males and 223,000 females with approximately 65% in the age group 15-64 years old. (Dubai in figures, 1998, Government of Dubai Dept of Tourism & Commerce marketing)

Looking at the male dominance you would think the gender role would fall into the category of masculinity in Hostedes Dimensions.

Masculinity versus Femininity

Assertiveness and personal achievement are favoured (masculine) versus caring for others, adopting neutering values and emphasising quality of life (feminine)

(Hofstede, author, Usunier, 2000, p 64). (Refer to appendix 3 for intercultural communication, Hofstede)

Masculinity and Femininity both apply to the Dubai culture, Males are assertive and personal achievement is dominant. Male dominance is deemed as a birthright in Muslim countries. Personal achievement is seen in the lifestyle the Arabs lead in Dubai, big villas with 2 to 3 servants. One of the most popular cars that the Arabs favour is a Mercedes 500SEL. (Masculine) However, the family is considered as very important. Strong relationships are extended beyond the immediate family. Arabs are respectful towards the elder members of their family. (Feminine) This will give an insight to marketers

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