Marketing Planning in the Middle East : Case: Fleur de Lys
Bu-Shakra, Mikhail (2018)
Lahden ammattikorkeakoulu
2018
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2018120420071
https://urn.fi/URN:NBN:fi:amk-2018120420071
Tiivistelmä
Today marketing is an essential part of any business. It is especially important for companies operating in a highly competitive environment, as is the case company operating in the beauty industry, in the Middle East. This thesis aimed at developing suggestions for Fleur de Lys beauty salon in Lebanon, which faced difficulties in attracting customers and generating sales.
The author applied a deductive research approach and a qualitative and quantitative research methods. Secondary data was gathered through different reliable sources both printed and electronic. Primary data was collected from a questionnaire.
In this research, the SOSTAC® planning model was employed. The author also conducted several analyses such as PEST, Porter’s Five Forces and used STP and Marketing Mix theories in order to support the SOSTAC® planning model. The author also utilised SWOT analysis in order to summarise the findings.
Findings from this research showed that the beauty industry in the Middle East is highly competitive. However, there are several opportunities for the case company. Among them are introducing halal services, special packaging and online advertisement.
The author applied a deductive research approach and a qualitative and quantitative research methods. Secondary data was gathered through different reliable sources both printed and electronic. Primary data was collected from a questionnaire.
In this research, the SOSTAC® planning model was employed. The author also conducted several analyses such as PEST, Porter’s Five Forces and used STP and Marketing Mix theories in order to support the SOSTAC® planning model. The author also utilised SWOT analysis in order to summarise the findings.
Findings from this research showed that the beauty industry in the Middle East is highly competitive. However, there are several opportunities for the case company. Among them are introducing halal services, special packaging and online advertisement.