Your Last Name 1
Student Name
Professor Name
Course
Date
Outline
Mercedes-Benz in the UAE
1. Introduction
2. Country assessment: The UAE
3. Project assessment
3.1. Entry mode
3.2. Standardization vs localization
3.3. Marketing mix
3.4. Global production and supply chain issues
3.5. Bargaining
3.6. Corporate social responsibility
3.7. Human resources management issue
4. Conclusion
, Your Last Name 2
Mercedes-Benz in the UAE
1. Introduction
The project focuses on exporting Mercedes-Benz to the UAE. Mercedes-Benz is a
globally renowned company in the automotive industry. The official company's website
illustrates that the company manufactures cars for various segments, ranging from city cars,
exclusive lineups to luxury high-speed cars. Thus, the company's goal is to be innovative and
electrify all vehicles on offer by 2022 (Mercedes-Benz).
The UAE is known for its fast-urban growth, best in the world road systems,
prominent car culture, modernity, and luxury visions (Qamhaieh and Chakravarty 1).
Therefore, a car is an essential attribute in every citizen's daily life. The passion for cars was
established in the days of the UAE's creation because after the country started to export oil,
the automobile became a symbol of novelty and luxuries (Qamhaieh and Chakravarty 3).
Nowadays, most of the UAE's population is represented by migrant labour (Qamhaieh and
Chakravarty 5). That is why it is crucial to consider both target groups, native citizens and
labour migrants, when exporting cars to the UAE.
It is essential to say that the United Arab Emirates is a suitable target market for
Mercedes-Benz due to the incredible development of the automotive industry and the
presence of several target groups that make it possible to offer the entire range of Mercedes-
Benz Cars to residents. Furthermore, the UAE's market has excellent potential for the export
of various Mercedes-Benz car models.
2. Country assessment
Notably, the UAE is considered one of the most open countries for foreign companies
due to its flexibility, low VAT level, financial and political stability, and high purchasing
power (Mosteanu and Alghaddaf 18). The UAE market is favourable for foreign businesses
due to the fixed exchange rate between the UAE dirham and the US dollar, the stability of the
Student Name
Professor Name
Course
Date
Outline
Mercedes-Benz in the UAE
1. Introduction
2. Country assessment: The UAE
3. Project assessment
3.1. Entry mode
3.2. Standardization vs localization
3.3. Marketing mix
3.4. Global production and supply chain issues
3.5. Bargaining
3.6. Corporate social responsibility
3.7. Human resources management issue
4. Conclusion
, Your Last Name 2
Mercedes-Benz in the UAE
1. Introduction
The project focuses on exporting Mercedes-Benz to the UAE. Mercedes-Benz is a
globally renowned company in the automotive industry. The official company's website
illustrates that the company manufactures cars for various segments, ranging from city cars,
exclusive lineups to luxury high-speed cars. Thus, the company's goal is to be innovative and
electrify all vehicles on offer by 2022 (Mercedes-Benz).
The UAE is known for its fast-urban growth, best in the world road systems,
prominent car culture, modernity, and luxury visions (Qamhaieh and Chakravarty 1).
Therefore, a car is an essential attribute in every citizen's daily life. The passion for cars was
established in the days of the UAE's creation because after the country started to export oil,
the automobile became a symbol of novelty and luxuries (Qamhaieh and Chakravarty 3).
Nowadays, most of the UAE's population is represented by migrant labour (Qamhaieh and
Chakravarty 5). That is why it is crucial to consider both target groups, native citizens and
labour migrants, when exporting cars to the UAE.
It is essential to say that the United Arab Emirates is a suitable target market for
Mercedes-Benz due to the incredible development of the automotive industry and the
presence of several target groups that make it possible to offer the entire range of Mercedes-
Benz Cars to residents. Furthermore, the UAE's market has excellent potential for the export
of various Mercedes-Benz car models.
2. Country assessment
Notably, the UAE is considered one of the most open countries for foreign companies
due to its flexibility, low VAT level, financial and political stability, and high purchasing
power (Mosteanu and Alghaddaf 18). The UAE market is favourable for foreign businesses
due to the fixed exchange rate between the UAE dirham and the US dollar, the stability of the
