Uncertainty in the Desert Kingdom -- Business and Economic Factors for Introducing a New Building Product in the Construction Market in Saudi Arabia: A Case Study

Abstract

This case is a study of a U.S. based entrepreneur who had decided to create a new venture in Saudi
Arabia to produce and distribute a new type of construction material with superior insulating
characteristics. The entrepreneur had performed some preliminary research and looked to develop
business and marketing plans to secure investment capital to fund and launch the company. He engaged a consulting group to assist him to conduct a competitive analysis, identify target markets and recommend brand-building strategies. The case provides information about Saudi Arabia and some of the economic, political and environmental issues that are faced by the country. This case could be used in international management or international marketing course.