1. EXECUTIVE SUMMARY 2
2. INTRODUCTION 2
3. CROSS-CULTURAL 3
a. History of Dubai 3
b. History of Spain 5
4. PERCEPTION OF THE SPANISH PRODUCT 7
5. HOFSTEDE’S THEORY 7
6. PRODUCT MARKETING MIX 9
7. CONCLUSION 11
8. REFERENCES 121. EXECUTIVE SUMMARY:
The origin of the company dates back of 1956, when D. Antonio Lopez Moreno initiated his work of manufacture of footwear in a small workshop. Then, many things have changed, but the shoes preserve the crafts of its origins. Because of it one seeks to support the legacy with an objective: to expand prevailing the high quality of his shoes and offering to theclients an ultramodern and Spanish design.
For it his exportation to the Arabic Emirates, concretly to Dubai.
United Arab Emirates (EAU), the country most developed of the Gulf, one of the richest of the world, and with one of the revenues per capita more discharges of the planet it has turned for near a decade, in the capital of the purchases of MiddleEast. Supported by an opened Government that tries to give the image of advanced and western country, the malls grow almost more rapid than the number of skyscraper or that the highways with innumerable rails.
This, close to an aggressive promotion of the tourism in the Emirate of Dubai, which waits near 40 million visitors in 2010, and the proliferation of authentic world spectacles in altars ofpromoting the purchases they have led to the phenomenon of the consumerism to a new dimension in EAU, to a way of life focused towards the mall as place of social, business meeting and, especially, of integral leisure, favored in addition by the extreme climatology during the summer period, which it turns into unimaginable all kinds of activity outdoors, as well as for the religious convictions ofgood part of the population, who cannot aspire to major amusement that to enjoy buying.
All this, allows to include the enormous interest of a market as that of EAU, in which Pura Lopez can feel comfortable competing actively for the segments way and high place of the market, but fundamentally for the way - high place, thanks to the positive predisposition of the companies of Dubai towards anEuropean product, of quality and with prices lower than the used thing, which has allowed that it should be more than duplicated the Spanish exportation in the last period.
There is enough a good presentation of the product and, fundamentally, a polished marketing to convince the buyer and to begin to export towards this Gulf State, footwear of Pure Lopez, without legal hobbles practically (onlya certificate of origin) and with extraordinary communications that allow to send the product with rapidity and to a reasonable cost.
a. HISTORY OF DUBAI:
The Federation of the United Arab Emirates (83.600 km2 of surface) is placed in the south oriental bank of the Arabic Gulf, being in a privileged place, practically in the centerof both big axles Europe / Asia and Africa / Asia.
The country is composed by seven emirates: Abu Dhabi (the richest, with 96 % of the oil and gas), Dubai (the most dynamic: construction, services and tourism), Sharjah, Ajman, Evenness to the Khaimah, Umm to the-Quwain and Fujairah.
It borders in the southern part and in the western part on the Kingdom of Saudi Arabia, and in the easternpart on the Sultanate of Oman and the Indian Ocean. The border with these countries is 457 and 410 Kms respectively, whereas the line of coast is 1.318 km.
The desert spreads along 97 % of the territory of the country, being practically flat this one, except in the East, where the mountains manage to overcome 1.500 m of altitude.
In the interior, the winters are...