CASE 1: Boston Market Corporation

In the US, Boston Market Corporation specializes in family and individual meals and specialty sandwiches. The Boston Market menu offers a variety of meats including rotisserie chicken, rotisserie turkey, meatloaf and baked ham. Boston Market Corporation also has a strong Equal Employment Opportunity (EEO) program.

Boston Market Corporation has just completed a regional assessment of Middle East and determined that Saudi Arabia was the best country to launch its operations from. A number of US corporations already have subsidiaries in the country. The US government likewise has strong diplomatic ties with the Saudi government, to include the presence of US military advisors personnel (and their families) in the country. The Vice President for International Operations has tasked the Marketing Department to develop a marketing strategy for the new venture. The strategy, if successful in Saudi Arabia, will be used to spearhead market expansion into other Middle East countries.

Arab Cultural Traits:

Arab priorities are one's self, kinship, those of the same religion and country

Greetings done with the right hand on chest near the heart, may be followed by a gentle limp handshake, men kiss one another on both cheeks

Viewing another peripherally is impolite, avoid close distance with strangers and acquaintances

Islam religion prohibits eating pork, drinking alcoholic beverages, and gambling

Avoid shaming an Arab-results in loss of power and influence impacting self and family

To Arabs, commerce is an honorable career; connections/networking important; use a local representative when conducting business

Nothing happens quickly; must be patient; trust is paramount and cultivated over time

Need to show harmony/agreement in business dealings; avoid bringing up business until you get to know Arab counterpart

Koran doesn't say women must be veiled, but must be modest in appearance/dress, and cover arms and hair; attitude varies among Arab countries; publicly, women defer to men

Foreign female must be culturally sensitive

Expect to socialize as part of doing business in Arab countries; Arab women are not part of the business scene

As the Marketing Department Chief, develop the marketing strategy for presentation to the Vice President for International Operations. In developing the strategy, consider the following areas

1.market segmentation/product positioning

2.product policy (standard product vs product adaptation)

3.pricing

4.promotion

5.distribution.