Abstract:

Unilever markets over 1000 brands of packaged consumer goods in seventy five countries. This activity accounts for three quarters of its global sales. Its well-tried market development strategy has been systematically applied to the Arabian Peninsula over the last six decades. In the last three years, Unilever has moved its top management on-shore to the GCC to assume responsibility for the totality of its consumer goods business in Arabia. New enterprises have been established with additional employment, local nationals are being aggressively trained and increased resources are being applied to better consumer understanding and customer service. The rewards are palpable and Unilever Arabia is now embarked on a trajectory of business expansion on an exciting scale.