Abstract
This case is a study of a U.S. based entrepreneur who had decided to create a new venture in SaudiArabia to produce and distribute a new type of construction material with superior insulatingcharacteristics. The entrepreneur had performed some preliminary research and looked to developbusiness 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.
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