A

Presentation

On

Case Analysis
Of
The Java Lounge-Adjusting to
Saudi Arabian Culture
By

S ivaJ agan
M ohan R ao Ch
Regd.No.:5003
 What is Culture
• "The integrated sum total of learned
behavioral traits that are manifest and shared
by members of society“
-by Terpstran (1987)
 Introduction
• Contrasts and Paradoxes-Strict religious
convictions and ancient social customs often
clash with reality of the modern world
• Saudi some times allows latitude in the
enforcement of laws and customs, but
observation of some customs becomes more lax
• Saudis and foreigners are often perplexed about
acceptable personal and business behavior, but
they find Saudi laws and customs odds with their
values
 Cont…...
• Cross-cultural uncertainty, leads a four young
people for opening a restaurant or lounge
• Four are from lived and studied abroad, three
of them tied with Arab countries, whose
customs are less conservative those of Saudi
• Enough Saudis like to support a
restaurant/lounge like those they knew
abroad
• Lebanese consultants are get hired to
research the business concept
 Market Research
• Market research can be difficult in Saudi-they
view the home as private and regard
questions about families as rude and invasive
• They interviewed the families by approaching
them in restaurants after getting permission
• Identifying best people-Who appeared
affluent and well traveled-people wears robes
• Only Saudi society were likely able to
determine the economic status of people in
resturants
 Cont….
• Initially researchers noted
– people's demeanor
– Custom made and off-the rack robes
• Like wristwatches
• Long Sleeves of traditional robes-which shows beneath
 Opening of Java Lounge
• Four partners opened the Java Lounge, in 2003 at
Jeddah because it was a port
• As such it enjoyed more contact with foreigners and
less conservative than much of other country
• It is having an upscale 250-seats
• Difference in dress code of capital of Riyadh (who
wears Garhas) and Jeddah-which is more relaxed
• French Chef-Europe and North America
 No Mistakes
In
• Operations are different
• Entire staff is male-In 2000, govt. ratified an
International agreement eliminating
discrimination against women
Examples of Women’s role in Saudi
• Outnumber men in Saudi universities
• Own about 20% of all Saudi businesses-sell
only to female customers
• Teachers and Doctors, accounting 7% of the
total work force
• They need to use separate entrances if they
want to work with men
• While working with male clerks the adult male
relative must serve as chaperones
 Regulations in Java Lounge and Malls
• Men- Separate entrance and upstairs
• Families and Group Women- Ground floor
• Evening-Both floors are for families, because sexes
mix at Jeddah Shopping mall, So mixed shopping is
allowed in departmental stores
• In those malls also there are some restrictions like
salespeople are men, no changing rooms, no trying
of cosmetics, upper floors are for women
• Male Managers can visit when floor is closed
 Cont…..
• Religious Proscriptions Prevents to serve Pork
products or Alcohol
• Saudi has a Black market for alcohol,
employees must ensure that customers don't
bring alcohol
• If consumption takes place the operating
license will be loosed by the Java Lounge
• Holy period Ramadan-it serves the cutomer in
evening only
 Other Companies get Affected by
Pervasive Religious Culture
• Pokémon-Un-Islamic Gambling
• Starbucks-Women’s face
• Coty Beauty –hands and heads of mannequins
and properly clad
• Mc Donald's dims lights, closes it doors, stops service
in the month of Ramadan
• Many stores shift operating hours to evenings
• Not all the business are adjusted, there is personal
interactions which are tricky between Saudi’s and
non-Saudi's
 Islamic and Government Laws
• Command Against Interest and Insurance,
they believe that there will be no accidents
• Mortgages- Interest free loans
 Flight attendants
• They are not strict toward visiting a female
executive than a Saudi women
• They won’t allow Saudi women to work as
flight attendants on Saudi Arabian airlines but
they other Arab countries to do so
 Back to Java Lounge
• Where they are happy to report he business
has been successful from the start, because of
potential consumers who wanted a restaurant
offering certain Western –style amenities
• Spends the time and money to do the
research necessary to find out if they were
right
 Market for Parisian haute couture
• Country undergo a market for Parisian haute couture
• But they prohibits fashion magazines and movies
• The women will buy designer collections in front of
husbands and other women
• Other than abayas they spent on expensive jewelry,
makeup and clothing
• Even men also were favor on latest high-end fashions
 Conclusion
• More Saudi’s interact with foreigners and the
country strives for economic growth, that
leads to domestic cultural and social values
• The current conditions are rewarding the
foresight of the Java Lounge’s entrepreneurs,
but they remain carefully attuned to variety of
cultural and social norms that still characterize
life of Saudi Arabia