Uae Marketing Situation

Table of Content

Executive Summary …………………………………………………….. 2

Cultural Analysis

Cultural Marketing Situation in the UAE

Social Organization …………………………………………………………......3

Political & Legal System…………………………………………………………3

Economic Analysis

Distribution of Population ………………………………………………………

Economic Statistics and activity

Gross national product (GNI or GNP)…………………………………………..

Personal income per capita……………………………………………………..

Religion and aesthetics …………………………………………………………

Market Audit

Ben & Jerry mission statement………………………………………………….

Ben and Jerry's SWOT Analysis[1]………………………………………………

Competitive Market Analysis for Ben & Jerry’s……………………………….

Market Segmentation…………………………………………………………..

Segmenting consumer markets…………………………………………………

The Market

Pricing Strategy ………………………………………………………………..

Positioning Strategy ……………………………………………………………

Differentiating Strategy………………………………………………………..

Competitive Strategy………………………………………………………….

Ben & Jerry’s Marketing Mix 4Ps…………………………………………….

Conclusion ………………………………………………………………

EXECUTIVE SUMMARY

Market and Brand of Choice Ben & Jerry’s

For marketing plan research project we chose to do our marketing research within the ice cream industry, in the UAE. The ice cream industry in the United State of America developed rapidly, nowadays they have started to expand their market to other continents such as Europe, Asia, and Middle East. We can find so many international ice cream brands in the Middle East, especially in the UAE such as Haagen Dazs, London Diary, and Milano Scoop.

Among the various international brands that are popular around the world, we are most interested in Ben & Jerry’s. We have noticed that Ben & Jerry’s is one of the most popular brands one can discover around big cities. Furthermore, we decided to go for Ben & Jerry’s because we will benefit by doing research in the UAE in...