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Read the WSJ article on Halal personal-care products and discuss the factors that companies had to manage to succeed in this market.

  • Phase 1 – Host-country issues
    1. Economic – See page 273 – Where are the Middle Eastern markets at? Going? How does this impact the products available?
    2. Competitive – What alternatives did the Middle Eastern consumers have for personal-care products?
    3. Culture – What cultural factors had to be considered when marketing to Middle Eastern customers?
  • Phase 2 – Marketing Mix
    1. Evaluate the personal-care market according to the Five Factors on starting on page 392.
      1. Which factor was most helpful to companies, and why? How did they take advantage of this to help them?
      2. Which factor was most difficult for companies, and why? How did they manage this challenge?
  • Product – What adaptations did companies have to make to the products to make them accepted by Middle Eastern consumers?
  • Any other thoughts?

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