Question

As you know Saudi Arabia is changing rapidly (permitting women to drive , opening movie theaters ... ) As a marketing manager how would you exploit this new opportunity to reach Saudi Arabian consumers and develop a new and potentially lucrative market. You may use any of the marketing and cultural varaibles that you learned about in responding .

Answer 1

As a marketing manager, I can cater the emerging opportunities in the market for Saudi Arabia, in following ways:

1. I will first study the Hofstede dimensions such as uncertainty avoidance index, level indulgence, degree of individualism in the culture and the power distance. On the basis of it, I will not only customize the product, but also I will use customized messages by different channels under the integrated marketing communication. It will make it easier to create a good brand among the target audience.

2. The country of Saudi Arabia follows the Islamic culture. Hence, the focus will be to promote the product that is of value to the family while respecting the cultural values. It will bring local acceptability as people can easily accept it without any cultural constraints.

3. The culture of Saudi Arabia is male dominated and male person is considered as decision makers. So, the market communication should not neglect men even if the product is more to be used by women.

4. The tiered segmentation should be done of the target audience so that each tier of the audience can be offered different messages to attract them towards the products & services.

5. The government policy is to be given the attention so that those areas of operation, can be selected that brings benefits such as tax holidays or the government wants to promote. It builds a stronghold in the strategic presence is concerned in the market for Saudi Arabia.

Above initiatives as the part of marketing, will help improve the brand positioning, value perceived by the consumers and local acceptability that will be converted in the form of business development for the company.