Marketing Strategy of Arabian Summary 2022

Running head: MARKETING STRATEGY OF ARABIAN OUD 1
Marketing Strategy of Arabian Oud
Student’s Name
Institutional Affiliation

MARKETING STRATEGY OF ARABIAN OUD 2
Executive Summary
Arabian Oud is a world-recognized perfume manufacturer and retailer developed in 1982. This
has been attributed to its production of natural scented perfumes that preserve the Arabian
culture. Besides, its marketing strategy mainly lies in its branding strategies, as it has gained a
reputation as a quality and trustworthy perfume producer. Consequently, its marketing strategy
enables the firm to determine what its customers want, what they are willing to pay, and how its
items differ from its rivals. Alternatively, the strategic marketing plan focuses on Kalemat, an
accessible unisex fragrance of Arabian Oud. The plan further shows how the five components of
a market segment determine whether a market is suitable for the product or not. Additionally,
the plan uses specific marketing acts to implement the marketing strategy. For instance, using
trade shows to meet new and potential clients who can provide feedback about the product.

MARKETING STRATEGY OF ARABIAN OUD 3
Table of Contents
1 Introduction...........................................................................................6
2. Company Background..............................................................................6
2.1 Mission and Vision of the Company............................................................6
2.2 Internal Environment......................................................................7
3. Customer Environment............................................................................8
3.1 Current and Potential Clients...........................................................8
3.2 Clients’ Deeds with Arabian Oud Items..............................................8
3.3 Purchase Locations of Arabian Oud Products.......................................8
3.4 The Time Clients Buy Arabian Oud Items...........................................9
3.5 Customer Selection of Arabian Oud Products........................................9
3.6 Reasons Some Potential Clients do not Purchase Their Items.....................9
4 External Environment...............................................................................9
4.1 Competition...............................................................................10
4.2 Economic Growth and Stability.......................................................10
4.3 Political Trends...........................................................................10
4.4 Legal and Regulatory Issues............................................................11
4.5 Technological Advancements..........................................................11
4.6 Sociocultural Trends.....................................................................12
5 SWOT Analysis......................................................................................12
5.1 Evaluation of SWOT Matrix............................................................13
5.1.1 Strengths.................................................................................13
5.1.2 Weaknesses.............................................................................13
5.1.3 Opportunities............................................................................13
5.1.4 Threats...................................................................................14
5.2 Developing Competitive Advantages..................................................14
5.3 Developing a Strategic Focus...........................................................14
6 Evaluation.............................................................................................15

MARKETING STRATEGY OF ARABIAN OUD 4
6.1 Baseline...................................................................................15
6.2 The Interviews...........................................................................15
6.3 Focus Groups..............................................................................15
6.4 Analysis....................................................................................15
7 GAP Analysis.......................................................................................16
7.1 Vision and Mission......................................................................16
7.2 Target Consumers........................................................................16
7.3 Brand Identity.............................................................................16
7.4 Communication...........................................................................17
8 Marketing Goals and Objectives...................................................................17
8.1 Goals and Objectives....................................................................17
9 Marketing Strategy.................................................................................17
9.1 Market Segments.........................................................................17
9.1.1 Identifiable and Measurable..........................................................17
9.1.2 Substantial..............................................................................18
9.1.3 Accessible..............................................................................18
9.1.4 Responsive..............................................................................18
9.1.5 Visible and Sustainable...............................................................19
9.2 Marketing Initiatives.....................................................................19
9.2.1 Mission and Vision.....................................................................19
9.2.2 The Audience...........................................................................19
9.2.3 Brand Identity..........................................................................20
9.2.4 Communication.........................................................................20
9.2.5 Participating BTL......................................................................20
9.2.6 Structure of the Marketing Department..............................................20
9.3 Branding and Positioning Approach....................................................21
10 Marketing Application.............................................................................21
10.1 Specific Marketing Acts: How and when they shall be performed................21

MARKETING STRATEGY OF ARABIAN OUD 5
10.2 Person In Charge of Completing These Actions....................................22
10.3 Monitoring the Planned Actions......................................................22
10.4 Cost of Each Activity...................................................................23
11 Assessment and Control...........................................................................23
11.1 Gauging the Marketing Actions.......................................................23
11.2 Convincing Top Management.........................................................23
12 Conclusion and Recommendation................................................................24

MARKETING STRATEGY OF ARABIAN OUD 6
Marketing Strategy of Arabian Oud
1. Introduction
Arabian Oud is a leading perfume manufacturer and retailer of luxurious perfume items globally.
The company was developed in 1982, and its success is attributed to the marketing strategy that
has enabled it to tap into new markets. Notably, its marketing strategy has enabled the company
to align its products and services with the best opportunities for making a profit. Due to this fact,
the firm takes into account its target market, what its rivals are doing, and what trends are
currently available in the market. Therefore, Arabian Oud’s marketing strategy enables them to
determine what clients want, what they are willing to pay, and how their products differ from
their rivals.
2. Company Background
Arabian Oud was established in 1982, and currently, it has over 3700 workers, 900 branches, and
over 400 exquisite Western and Oriental luxurious perfumes. As a leading fragrance retailer and
manufacturer globally, the company has managed to gain prominence as people trust its products
because they have over 30 years of experience in the production of trustworthy scents. Besides,
this success could not have been realized if the company did not persist in excelling in the
business. Due to this fact, Arabian Oud’s ambition has always been to strive for the best.
2.1 Mission and Vision of the Company
Reflecting on Arabian Oud’s Mission and Vision
The company understands that attaining greatness does not come easily, so they strive to
prove to the world that they are worth it. In addition, Arabian Oud understands that they have to