Global Marketing

Paper Summary:

This paper explores the reasons for the growth of the export business. The author highlights that many more small and medium sized companies are involved in exporting and are the leading source of job creation in many countries. The paper also discusses the internet as a powerful tool that expands international marketing into another dimension by making overseas markets easily accessible. It also includes examples of the cell phone and tobacco industries to qualify previous discussions.

From the Paper:

"Saudi Arabia has no domestic manufacturers, thus the Saudi market is dominated by foreign imports. Philip Morris and BAT are particularly powerful, while MTM of Yemen and the Philippino company, Fortune Tobacco, also have a strong presence. Unlike other countries in the region, low tar brands (10 mg is the legal limit set by GCC regulations) and the ultra low tar are very popular. Philip Morris, with 20.6 percent of the market share, has the top two leading brands in the country, Marlboro and L&M, although BAT, with 9.9 percent of market share, has three of the top five sellers. Direct advertising of tobacco products is prohibited in Saudi Arabia, however, foreign publications continue to carry cigarette advertising, and cigarettes remain widely available in supermarkets and shops where they are typically prominently displayed."

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