Business and sales development strategies to MENA countries: a case study at the label printing company in Iran (Etiket)

Abstract

This thesis examines the strategies for expanding business and sales to the MENA region using a case study of a label printing company in Iran (Etiket). The region presents unique opportunities and challenges for labeling compa-nies, and international trade makes it an interesting area to study. The aim of this research is to analyze and analyse the dynamics, business market, cultural, considerations and sales strategies specific to the MENA region, with a focus on the label printing industry. Multiple case studies and qualitative data were collected through semi-structured interviews with managers and financial ex-perts in specialized journals in order to gain an understanding of the concepts of new marketing strategies and minimize bias. The interviews were conducted among 50 managers and successful individuals who have companies with inter-national sales markets, and the extracted data from the interview questions, cultural commonalities in the MENA region market, the company's potential for presence, company resources, company capabilities, capital, drivers, motiva-tions, environmental factors, leadership, product development, cost and profit, were examined and guided by a conceptual theory, by coding in different cate-gories. The results of this thesis showed that drivers, product development and cultural commonalities are the desirable options for presence in the MENA re-gion market.