International Marketing - Essay Example

I propose that the company starts operations in Dubai and later set footprints in other cities like Abu Dhabi and finally cover the other Emirates that make up UAE. My long term goal is for the company to have a strong brand presence in the Middle East and ultimately become the market leader in this potentially rewarding market. My main reason for choosing Dubai as the international market of choice is because of its strategic location in the Middle East, physical environment, income levels, population and industry conditions.

According to Gilligan and Hird (1996), a strong economy is essential for the success of a company in the international market. A keen look at Dubai reveals that the city is one of the richest and it is also emerging as one of the most glamorous. Income levels are quite high and this is backed by a strong economy with plenty of oil and gas reserves. The tourism industry in Dubai is also blossoming and the real estate market is emerging as among the best in the world. The influx of foreign professionals mostly from the western countries has made the Dubai market suitable for investment.

High income levels in particular present a very good opportunity for the company to increase its sales. Disposable income is quite high and taking into consideration that bottled water is a luxury, then this presents a market opportunity not to be missed. Availability of manpower is another factor that influenced my decision. Professionals around the world have made Dubai their home because of the quality of life it offers. The company will therefore have a wide pool of professional to choose from.

Walsh (1993) points out that availability of qualified and affordable labour is a key ingredient for the success of a company on the international scene. The cost of labour is considerably low because of the large number of migrants who go to Dubai in search of jobs. This means that Highland Spring ltd will have access to not only qualified labour but also at an