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Volume :14 Issue : 56 1988      Add To Cart                                                                    Download

THE MARKETING STRATEGIES OF SAUDI INDUSTRIAL FIRMS AGAINST FOREIGN COMPETITIONS - A FIELD STUDY

Auther : By: Dr. Farouk A. Radwan

 
             The major objective of this study is to design a new marketing strategy for the food industrial sector in Saudi Arabia to face the competition of imported food products.  To accomplish this objective a number of hypotheses were set in the area of marketing strategies.

           The data were collected in two ways:

1)     Direct meeting with marketing managers of 30 firms.

2)     A questionnaire was conducted in the same firms in these main towns in the Eastern Region in Saudi Arabia.

 The data were processed by using an IBM. computer as well as some statistical tools.

 The study includes three parts; the first part discusses the competitive situation of national firms in the Saudi market to identify the kind and source of competition in addition to its effect on Saudi Arabian firms.

          The second part is concerned with marketing policies applied now by Saudi Arabian firms to determine their responsibilities in this competitive situation.  This part includes five chapters, each of which deals one of the main marketing policies.

          The results reveal in general that the policies applied have many defects and they are not good enough in the face of foreign competition.

          The third part suggests a complete plan for marketing strategies in order to improve the competitive situation of Saudi industrial good sector in the local market.  The proposed strategies include three areas each of which is based on three to four alternatives, which may suit the various circumstances.

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