Launch of Cosmetic Industry in Dubai Case Study

Launch of Cosmetic Industry in Dubai - Case Study Example The total personal care market in the Emirates alone was higher than $414.2 million in 2005 as compared to $382.5 million in 2002. One of the leading retailers of cosmetics in the UAE told Khaleej Times1, "The demand for various brands, especially herbal cosmetics has surged in the UAE as customers have become more conscious regarding skin care products and moisturizing products as the weather conditions in the Gulf harms the skin. Consumption of cosmetics and fragrances in the Gulf states is one of the highest per capita in the world with the average purchase estimated to be in the region of $334 per head." This indeed is true because people will not normally forget the hospitability offered at the service based organization like restaurant, beauty parlor, consultancy firm etc and especially the cosmetic industry. Dubai can be chosen because the increasing urbanization and a growth in the number of office workers have resulted in a strong focus on grooming. The Terpstra and Sarathy Cultural Framework2 helps marketing managers to assess the cultural nature of an international market. The Eight categories are Language, Religion, Values and Attitudes, Education, Social Organizations, Technology and Material Culture, Law and Politics and Aesthetics. 1. 1. Language: - Arabic (official), English, Hindi, Urdu, Persian are the languages in UAE. The ethnic groups in UAE- Emirati 19%, other Arab and Iranian 23%, South Asian 50%, other expatriates (includes Westerners and East Asians) 8% (1982) and less than 20% are UAE citizens (1982). 2. Religion: 96% of the total population of UAE is Muslim with 16% Shia Muslims3. It also consists of religions like Hindu, Christian but in very small numbers. Muslims are forbidden by God to eat the meat of the pig (pork). Eating the meat of the pig is said to contribute to lack of morality and shame, plus greed for wealth, laziness, indulgence, dirtiness and gluttony. In the country, one hears the regular prayer calls five times a day and sees all the people sincerely observe the religion. 3. Values and Attitude: Generally people in UAE have a high regard for their elders. Although traditional roles are changing, especially in urban areas, there are important values shared by most of the families. Normally, UAE people hold family progress, unity and support in high regard throughout their lives. Mostly people live in an extended family, in which every member has their own role, often determined by age and gender. There is typically a head of the family who takes the major decision with respect to the family and his decision is respected by everyone in the family. Elders are supposed to use their experience and wisdom to help guide younger members of the family. Unlike the tradition of portraying the human figure in Christian art, Muslim art is always devoid of depictions of the animate, especially human beings according to the dictates of Islam or Muslim religion.