Entering the Arab Luxury Market: Considerations for Opening a Ben & Jerry’s Ice Cream Parlor in Dubai 1. Cultural Considerations: – What are the cultural norms and values in Dubai regarding food and dining? How do these


The Middle East has one of the largest young populations in the world and millennials in the Middle East are richer than the average and their willingness to buy is stronger. Addressing the new Arab luxury audience represents an opportunity to create brand loyalty, fuel luxury spending, and foster market growth, the 2023 Deloitte report notes.
You are the head of marketing for Ben & Jerry’s ice cream. Your CEO has asked you to advise him on opening an ice cream parlor featuring Ben & Jerry’s ice creams in Dubai. What questions/considerations would you have based on the following criteria? Please read the text so you understand the definition of each criterion Please address each one separately. A link to an introductory video of Dubai is below. Please do as much external research as you need to but remember to cite your sources! Cultural
Which market entry strategy would you choose and why? Options may include (licensing, contract manufacturing, exporting, strategic alliance etc.) Preview pages 200-204 (7th edition) discussing modes of entry. May be different in the eBook or other editions.
Please number your responses, spell check, and use good grammar. Include a minimum of two textbook references with page numbers in your response.



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