Marketing Strategies of European Companies in the Middle East: Case study Zara and H
2008 (English)Independent thesis Basic level (degree of Bachelor), 10 points / 15 hp
Student thesis
Abstract [en]
Research question
What role does the competitive advantage of nations play when
European companies, such as H&M and Zara, choose to establish
in the Middle East? And what are their marketing strategies and
whether to adapt or standardize.
Purpose
The purpose is to study if European companies choose certain
Abstract
Date September 29, 2008
Level Bachelor Thesis in Business Administration, 15 ECTS credits.
Authors Eliane Selwan Samar Younan
Supervisor Leif Sanner
Title
Marketing strategies of European companies in the Middle East.
Case Study: Zara and H&M
Research question
What role does the competitive advantage of nations play when
European companies, such as H&M and Zara, choose to establish
in the Middle East? And what are their marketing strategies and
whether to adapt or standardize.
Purpose
The purpose is to study if European companies choose certain
countries of the Middle East because they have a competitive
advantage over others and their way of “fitting in” to the new
nation to either standardize or adapt. We know that markets can
differ very much from one another and would like to study
whether the same strategy when opening domestically is also used
or changed when establishing in a different market like the Middle
East.
Method
The authors have been using qualitative data. Qualitative data in
the form of interview questions through e-mailing and secondary
sources such as books, articles and journals. No quantitative data
has been added because the authors did not believe it would have
an impact on our results and conclusion.
Conclusion
Porter’s determinants are a good help on the way, but it is not
Place, publisher, year, edition, pages
2008. , p. 40
Keywords
Marketing strategies, porter, zara, h&m
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-1296OAI: oai:DiVA.org:mdh-1296DiVA, id: diva2:37818
Presentation
R 2- 122, Högskoleplan 1, Västerås (English)
Uppsok
Supervisors
Examiners
2008-11-062008-10-142025-10-10Bibliographically approved