Done by:

Tethkar Khalid Alharbi.

Introduction

Our virtual team at the Saudi digital marketing company has been given the task of
proposing a marketing strategy to a Chinese brand planning to open an office in
Jeddah, Saudi Arabia. The aim of this strategy is to make the marketing campaign
successful for the Chinese company in their chosen field. After analyzing the field,
understanding the target audience, and conducting thorough research, we have
developed a proposed strategy that we believe will effectively reach and engage with
the customers.

Status and Statistics of the Chosen Field

For this marketing campaign, we have chosen the field of fashion. Saudi Arabia has a
thriving fashion industry, with a growing number of fashion-conscious consumers.
According to recent statistics from local sources (translated from Arabic), the market
size for the fashion industry in Saudi Arabia is estimated to be worth $24.2 billion.
The market is driven by young, affluent individuals who embrace both local and
international fashion trends.

One important trend in the Saudi fashion market is the increasing consumer
preference for modest fashion, which aligns with traditional values and cultural
norms. In recent years, there has been a rise in the number of local fashion brands
that cater to this market segment. This presents an excellent opportunity for the
Chinese brand to tap into this growing market and offer unique and innovative
fashion products that cater to the preferences of Saudi consumers.

Proposed Strategy
Based on our analysis of the fashion market in Saudi Arabia, we propose the
following strategy for the Chinese brand's marketing campaign:

1. Market Research and Consumer Insights: Conduct a detailed market analysis to

identify the target audience's preferences, fashion trends, and purchase behavior.
This will help in tailoring the brand's offerings to meet the specific needs and desires
of Saudi consumers.

2. Localization and Brand Positioning: Adapt the brand's messaging, product

assortment, and marketing materials to resonate with the cultural values and
preferences of Saudi consumers. Leverage local influencers and fashion bloggers to
establish brand credibility and authenticity.

3. Omnichannel Marketing: Implement a comprehensive omnichannel marketing

approach to reach the target audience effectively. This includes a combination of
online and offline channels such as social media advertising, influencer
collaborations, fashion shows, and strategic partnerships with local retailers.

4. Digital Engagement and E-commerce: Develop a visually appealing and user-

friendly website with an e-commerce platform to facilitate online shopping.
Implement Search Engine Optimization (SEO) techniques and targeted online
advertising campaigns to drive traffic to the website. Provide a seamless online
shopping experience with multiple payment options and fast delivery.

Conclusion

In conclusion, the proposed marketing strategy for the Chinese brand entering the
Saudi fashion market centers around market research, localization, omnichannel
marketing, and digital engagement. This approach aims to create a strong brand
presence, generate awareness, and drive customer engagement and sales. By
understanding the preferences of the Saudi target audience and leveraging the
digital marketing solutions offered by our company, we believe this strategy will set
the Chinese brand on a path to success in the Saudi fashion industry.

Chinese Company Representative's Feedback

The Chinese company representative expressed appreciation for the proposed
strategy and found the localization and omnichannel marketing approach
particularly effective. They suggested incorporating local fashion influencers into the
marketing initiatives to strengthen brand credibility amongst the target audience.

Team's Response to Feedback

In response to the Chinese company representative's feedback, our team

acknowledges the value of including local fashion influencers in the marketing
initiatives. We will further explore strategic collaborations with influential Saudi
fashion bloggers and designers to enhance brand visibility and establish stronger
connections with the target audience. By leveraging these partnerships, we aim to
generate more authentic and relatable content, thereby increasing customer
engagement and trust.

By taking the Chinese company representative's feedback into consideration and

implementing their suggestions, we believe our proposed strategy will be even more
successful in reaching and resonating with the target audience in the Saudi fashion
market.

References:

* Colquitt, J. A., LePine, J. A., & Wesson, M. J. (2021). Organizational behavior:

Improving performance and commitment in the workplace (7th ed.). McGraw-Hill
Education.

* https://www.google.com/url?sa=t&source=web&rct=j&opi=89978449&url.

* https://jingdaily.com/saudi-fashion-consumers-china-luxury-vision2030/%23.