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What are the strategic issues facing the perfume Industry, both globally and regionally?
Assume you are hired to consult with one of the regional perfume companies. What strategy would you recommend they implement to deal with the trend towards regional companies expanding in the UAE, as well as global companies intensifying local offerings? What market opportunities are available?
One regional perfumery plans to appeal to the younger, contemporary market by updating the look and feel of their retail establishments and creating a novel, engaging sensory experience where customers can customize their own fragrance. Is this likely to be a winning strategy? What marketing and product merchandising initiatives will be needed to improve the shopping experience?
Can the UAE grow Arabic perfumes globally?
Should the regional perfumeries sign licensing agreements with each other? With other global players?
How would you conduct a test to determine the criteria used by market segments when purchasing perfume, e.g. whether purchases are made on brand vs. scent?
Sales data on regional perfumeries is not published. How would you collect data to show the regional perfumeries’ performance and market share?
Prepare a worksheet with the list of possible distribution outlets as row headings and the types of perfumes as column headings. Map the coverage of regional perfumeries to the distribution outlets to identify gaps and opportunities for increasing revenues.