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The purpose of this study is to explore the unique challenges facing advertising agencies doing business in the UAE compared to the US. This study identifies the impact of culture on advertising campaigns and recommends how to successfully adapt US marketing strategies to reach this diverse consumer market. This paper identifies several misconceptions and their affect when planning marketing campaigns for the UAE.
INTRODUCTION
This study explores why marketing strategies in the UAE are different from US strategies. This scenario envisions marketing the same product in both countries. Included is an analysis of cultural aspects and a comparison of UAE advertising strategies to US advertising strategies.
The economy of the United Arab Emirates (UAE) is the model for most emerging Middle East economies. It is the most attractive and admired economy of the region, with a Gross Domestic Product purchasing power parity of $42,000 per capita (CIA World Factbook, 2010). The UAE population is growing. It attracts young, educated consumers with a demand for Western goods and services. This UAE market presents unique opportunities for rmultinational companies selling US consumer goods. How US businesses can capitalize on this opportunity is the question that needs answers.
LITERATURE REVIEW
This paper discusses the unique challenges advertisers face when building marketing plans to attract the Middle East consumer and the different marketing strategies used to reach this diverse market. Rehman (2008) believes marketing strategies for the UAE require local customization to be successful.
Customizing products and services to meet local consumers' needs and wants is a viable option. It can be very expensive. The cost to prepare and place advertisements in various mediums coupled with the cost for in-store and out-of-store promotions results in only large multinational companies having the resources to enter new markets with new products.
Rehman (2008) believes there are vast economic opportunities in Dubai and with the other members of the Gulf Cooperation Council (GCC). Multinationals should modify their marketing messages on products and branding to capitalize on the GCC market potential by providing specific examples of successful multinational businesses. He identifies the many misconceptions associated with this region and the common pitfalls of labeling in these diverse markets.
Marinov (2007) compared and contrasted the emerging Islamic countries in the Middle East, North...