The Middle East market has been identified by international perfumeries as the area to nurture sales. This case appraise the strategies of Elizabeth Arden, Coty, Estee Lauder, Christian Dior, L'Oreal, and Revlon in the United Arab Emirates (UAE).
Competitive rivalry is tremendous with plentiful of established regional perfumeries like the Kingdom of Saudi Arabia, the House of Ajmal, and Swiss Arabia, in adding together to these world players. Social networking commercial executed in concert with celebrity facade, like Britney Spears, has made the UAE a popular site for opening and marketing novel fragrances.
The marketing channels which are growing are changing away from high-end department stores to mass merchandisers and duty-free airport retailers. This case contrast these international approach that are besieged to the regional perfumeries with an eye toward evaluating whether their market chances are being fully exploited by the regional perfumeries.
PUBLICATION DATE: November 12, 2013 PRODUCT #: TB0337-PDF-ENG
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
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