Individual Assignment; GLOBAL MARKETING MANAGEMENET: MARK-1195

Individual Assignment; GLOBAL MARKETING MANAGEMENET: MARK-1195

How important is it for organizations to understand the history and geography of a country in which they are marketing? Choose a country other than your own. Discuss the question critically and explain to an international marketer what factors he/she needs to be aware of when marketing in that country.

Table of Contents

1. Introduction                                                                                               2

1. Geography of Dubai                                                                                  2

1. History of Dubai                                                                                        3

1. Culture of Dubai                                                                                        4

1. How to do marketing in Dubai                                                                 5

1. Analysis of the macro and micro environment                                                             5

1. PEST analysis                                                                                                                 5
2. SWOT analysis                                                                                                               6

1. Ways of doing marketing in Dubai                                                                               7

1. Results of the analyses                                                                                                   7
2. Understand the consumers behaviours in Dubai based on their culture                      8
3. Marketing in Dubai based on the interview of Coralie Kerbellec from

“The Entertainers” company.                                                                                                   9                                                                                                          

1. Conclusion                                                                                               10

1. References                                                                                                11

1. Introduction

People think that marketing is an easy field for anyone to get into. The truth is that the field of marketing is very vast and includes many concepts. Other people think that working in the marketing field in a country that is not their own is not complicated at all, however it is the most important field to set up a foreign company in a country. In this essay we will explain why it is very important for a marketer to understand the history and geography of a country before setting up in it and starting marketing plans.

This essay will focus on Dubai, the first city of the United Arab Emirates. We will have a clear idea of its history, geography and culture. This essay will show the major factors that an international marketer would need to know before starting any marketing plans in Dubai. The essay will be based on articles taken from the Internet by reliable websites, media such as photos and videos and newspaper articles. The purpose of this essay is to understand the importance of studying the history and geography of a country before making any marketing move.

To begin, we will briefly look at the geography of Dubai and the evolution of its history since the beginning of the 19th century. After this first part, we will see how the culture of this city affects the market.  This will allow us to understand why it is important that the marketing departments of each company based in Dubai should have a clear understanding on the macro environment when designing their marketing plans.

Finally, we will see in this essay how the marketing field should understand and how to work in Dubai.

At the end of this essay, we will be able to answer this question: why it is so important to have a clear understanding of the history, geography and culture of a country to determine successful marketing strategies?

1. Geography of Dubai

Dubai is the first and richest city in the federation of the United Arab Emirates since its creation in 1971 after its independence from Britain. It is also the capital of the emirate of Dubai.

In recent years, Dubai has been compared to Singapore and Hong Kong for its ever-expanding market.

This city is 130 km away from Abu Dhabi, the capital of the union. It was created in a loop of inlets that insinuates itself into the desert and constitutes a natural port. This city is divided in two: there is the traditional side with an Arabic character that is made up of small buildings and narrow streets, and the new neighbourhoods that spread out over the desert and along the west coast where there are skyscrapers and luxury residences.

Dubai has undergone significant demographic expansion since its creation: its population was about 265,000 inhabitants in 1980 and in 2018 it will have about 3 million inhabitants, an increase of 1032% in 38 years, which makes Dubai the most populous city in the United Arab Emirates. This demographic expansion is due to migration from Europe and South Asia thanks to the work opportunities that Dubai offers.

Dubai is located on a natural sea coast called Dubai Creek on the southern shore of the Persian Gulf. For more than a century, the region has been the centre of Dubai, due to the city's dependence on fishing, pearl diving and maritime trade. Along the cove are the oldest buildings in Dubai.

Like any country located on a sea coast, Dubai benefits from ports that facilitates imports and exports.

Dubai has a warm climate all year round. Humidity is high during the summer months and moderate the rest of the year. The lowest temperature is around 15°C (January), while the highest temperature is sometimes over 40°C (July).

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