Baggit's Market Entry Strategy: UAE Leather Bags Export Analysis

This report examines Baggit's strategy for exporting leather bags to the United Arab Emirates (UAE). It begins by analyzing the market, considering the cultural and regulatory environment, and identifying key factors like consumer behavior and product authenticity. The report then outlines a marketing mix strategy, including product (various leather bag types), place (online and physical stores), price (premium pricing), and promotion (social media, email, and in-store marketing). The report highlights the importance of adhering to UAE regulations and targeting the affluent consumer base. The report concludes with references to the sources used in the analysis.

Understanding Global Markets

For this report, leather bags for men of brand Baggit is been considered which will be
exported to United Arab Emirates (UAE) from India. Baggit is an India based designer bag
brands. However, there are certain things need to consider while exporting the mentioned
product to UAE due to its demographic, regulatory and cultural norms. Comparing the same with
US, UAE citizens are richer and hence focuses on buy premium and luxurious products only.
Also, around 76% population is of Muslim which doesn’t prefer to buy leather bags made from
pig skin leather, unlike USA. However, both USA and UAE have high working population,
which make leather bag for men a good selling product. Contrary, UAE government is very strict
on product authenticity and product information (Central Intelligence Agency. 2019).
Considering this, bag must be produced from authentic leather only in order to avoid any penalty
or fine.
Beside this, following marketing mix must be considered by Baggit for exporting leather
bags to UAE:
Product: It will designer leather bag for men in different category such as belt bag, laptop,
backpack, tote, weekend bag, briefcase and other related. It will be available in different colour
and size option as part of meeting with varied customer’s need.
Place: It will be available from online stores along with physical store of Baggit which will be
open at different malls across UAE. This distribution will assist in attracting more of customers
towards the brand.
Price: The Company will charge premium price as part of competing with its rivals such as
Mulberry, Vollstedt, Plagonni, Kaizer Leather, etc.
Promotion: It will be done through social media, email marketing, mobile marketing and
hoardings within mall as part of attracting the customers (Baker and Hart, 2008).
1

REFERENCES
Baker, M. and Hart, S., 2008. The marketing book. Routledge.
Central Intelligence Agency. 2019. [Online]. Available through:
https://www.cia.gov/library/publications/the-world-factbook/geos/ae.html.
2