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