아랍 지역 마케팅 환경 및 전략에 관한 연구 - 마케팅 사례를 통한 분석 -

A Study of Marketing Environment and Strategy on Arab Countries- Analysis by Marketing Case -

With the growth of the Arab economy, the interest of the Arab Region has increased in South Korea. In addition, many South Korean companies are advancing to the Arab region, and this is also increasing the interest of the marketing environment and strategy in the Arab region. However, research on the marketing environment and the strategy to the Arab region still lacks in South Korea. Therefore, the purpose of this study is to present an improvement plan for future marketing activities in the Arab region by collecting various examples of companies in Arab region and by analyzing the success or failure causes of the cases. To collect the stories, we analyzed many marketing cases on various industries such as electronics, fashion, cosmetic, service, culture, and retail. And through these examples, we derived the problems and studied the solutions. We hope this paper to be a small cornerstone of the studies of Arab regions’ marketing environment and strategy. And subsequent research would be possible to help to companies from large to small sizes that want to advance to Arab market.