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A Study of Challenges and Opportunities in Entering the Arab States of Persian Gulf's Market

Yousefian, Maria | 2011

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  1. Type of Document: M.Sc. Thesis
  2. Language: English
  3. Document No: 42261 (54)
  4. University: Sharif University of Technology, International Campus, Kish Island
  5. Department: Management and Economics
  6. Advisor(s): Askariazad, Mohammad Hossein
  7. Abstract:
  8. As the Business environment becomes more and more competitive, companies are forced to push themselves to use their capabilities in order to gain success. The success of the companies depends on their business knowledge and the strategies they use to compete in global market. The purpose of this study is to examine the attitude of consumers towards Beem products in Iran and the potential customers’ attitude toward home appliance product in Arab State of Persian Gulf (ASPG) in order to define the most proper strategy of adaptation to enter into an international market and increase the market share in a new environment. Quantitative methods have been chosen for gathering data. Two sets of questionnaire separately administered in Iran and Dubai and the results were analyzed using SPSS software. The findings reveal that the Product is the main influencer among the 4 elements of marketing mix in Iran and Dubai thus more concentration must be on elements of Product Mix in order to gain success in exporting home ppliance products to Dubai or other countries of ASPG. Moreover Promotion is more important for customers in Dubai comparing to Iranian customers, which gives more value to price. Online sale is not important in this field instead, after sale service is indicated to be an essential factor. Customers in Dubai are highly influenced by Salespersons recommendation and interesting advertising while customers in Iran rely heavily on W.O.M (word of mouth)
  9. Keywords:
  10. Export ; Dubai ; Beem Company ; International Marketing ; Marketing Mix

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