International marketing Essay Example | Topics and Well Written Essays - 1500 words

International marketing - Essay Example The Arab cuisine ay emphasis on the following items such as lamb and chicken preparation in the meat products, dairy products mainly consist of butter, yoghurt, white cheese and cream, herbs and spices that are mainly used are a mixture of mint and thyme known as za’atar, other spices include saffron, sesame, cumin, garlic, cinnamon, sumac, lentils comprise of chickpeas and favabeans, and most popular dressings of such cuisines comprise of olive oil, parsley, mint, etc. The company that is planning for its product launch in the international market is Al Qasr that is one of the famous names in Arabic cuisines and the restaurant chain is known for its Arabian delicacies, wide range of deserts and appetizers, and Lebanese cuisine. Al Qasr has been operating in Arabic regions for many years and meets the consumer tastes and preferences through its innovative dishes with traditional flavors. United States as the target market for the company offers great opportunity as the political conditions are stable of the country and even the consumer market has high disposable income and living standards. The demand is high in this market for Arabic cuisines because of its flavors and variety. Many companies have invested in this market because of its stable environmental factors and availability of raw materials, capital and labor. The target market for the Arabic cuisines to be launched by the company would be upper middle income and higher income group who prefer to dine at restaurants mostly in weekends. The other demographic factors comprise of age and for this specific cuisine the age group would be above 25 years who prefers to try out different cuisines apart from the fast food which are generally more preferred by the young generation under 20 years. Competition is very tough in the US market as it a hub for many companies serving different cuisines such as European