ny. When the company first started and before it diversifies and grows selling perfumes in bulks (in dozens) was its mission. When the company first started it sold only mass perfume products (perfumes that range in price from $1 to $4 per piece). All the perfumes were manufactured in the United Kingdom and imported to Saudi Arabia and then sold through the four wholesale shops that were in the four main cities in Saudi. Almusbah was the agent for all of the products that it imported, in fact the products were manufactured especially for the company and it wasn’t sold to anyone but Almusbah.
In the late 80’s more manufacturers of mass perfume products especially from France were coming to the world. The owner of Almusbah recognized this growth in the industry and it was immediately known that competition would be growing rapidly. The strategy was to try to be the exclusive agent of as many of these manufacturers as possible so not to let competition increase. The reason such a strategy worked back then is because French manufacturers knew that the biggest market was in the Middle East, and they didn’t know how to go about entering the market. Also French manufactures were concerned to have an exclusive agent in the area that is creditable and least risky. These criteria’s were available in Almusbah.
This strategy as you can guess increased the pressure on Almusbah to look for ways to grow, and better service their customers. Almusbah developed a marketing strategy that consisted of several phases. The first phase is to continue to sell in quantities to perfume wholesalers (who in return will sell to retailers and final consumers). The second phase is to increase the number of Almusbah wholesale shops in the country and to cover more then only the main cities. The third phase is to have sales crew in all cities of the country that concentrates in selling to wholesalers and retailers (Almusbah goes to its cu...