Saudi Cultural Missions Theses & Dissertations
Permanent URI for this communityhttps://drepo.sdl.edu.sa/handle/20.500.14154/10
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Item Restricted Choco-Camel(University of Manchester, 2025) Alothman, Tasneem and Alberiki, Alya; Zolkiewski, JudithChoco-Camel is an innovative startup based in the UAE, offering premium camel milk protein bars. These unique snacks combine the cultural significance of camel milk with modern wellness trends, appealing to health-conscious consumers. As the demand for health-focused snacks grows in the UAE, Choco-Camel is well-positioned to tap into this expanding market. Camel milk, rich in essential vitamins, minerals, and known for its easy digestibility, sets the company apart by providing a healthier alternative to traditional protein bars while connecting customers to the UAE’s cultural heritage. Choco-Camel aligns with the United Nations’ Sustainable Development Goal 3: Good Health and Well-being by offering a nutritious and delicious snack that supports overall wellness. The use of camel milk is central to the company’s mission of promoting better health outcomes and contributing to global well-being. The company generates revenue through a multi-channel strategy that includes indirect sales in major retail outlets and Amazon. By focusing on premium pricing and strategic partnerships with key retailers and fitness centres, Choco-Camel ensures broad distribution and strong brand visibility. The health snack market in the UAE is growing rapidly, driven by a shift toward nutritious and culturally relevant products. With its unique offering, Choco-Camel is poised to become a leader in the premium health snack segment. In its first year, Choco-Camel aims establish a strong market presence. By emphasising innovation, cultural relevance, and sustainability, Choco-Camel is on track to become a household name in the health snack industry, setting the foundation for long-term success and market leadership.20 0Item Restricted .Entrepreneurship and Digital Marketing in Saudi Arabia: Exploring the Role of Instagram, The Social Media Platform(2024) Aghareed Alodhaibi; Dr. Hyerhim KimIn this study, the focus is on exploring how Instagram contributes to digital marketing and entrepreneurship in the context of Saudi Arabia, particularly in the fashion industry. The main objective is to investigate how small and medium-sized enterprises (SMEs) utilize Instagram to improve brand recognition, interact with customers, and boost sales. The survey helped gather responses to questions relating to Instagram Use, Instagram Features, Customer Engagement, Branding, Marketing Effectiveness and Entrepreneurship. The research utilized a quantitative approach, with Marketing Effectiveness as the independent variable and Instagram Usage and Features as independent variables with Customer Engagement, Branding and Entrepreneurship as moderators. Analysis of the data reveals that consistent use of Instagram, including posts, videos, and paid promotions, significantly improves marketing effectiveness and sales performance for SMEs. The results affirm that visual content and influencer marketing on Instagram play a vital role in enhancing brand visibility and customer engagement. However, not all forms of customer interaction lead to improved marketing outcomes, emphasizing the need for more in-depth engagement strategies. While entrepreneurship alone does not significantly moderate Instagram's marketing impact, the study highlights the crucial role of branding in amplifying the platform's effectiveness. This study provides valuable insights into the increasing significance of Instagram in digital marketing and offers strategies for SMEs in the Saudi fashion sector to optimize their presence on social media.7 0Item Restricted The Impact of Social Media Marketing on Consumer Behaviour in Saudi Arabia(Loughborough University, 2023-05) Alsharyoufi, Sarah; Abu wardeh, MahmoudThe results identified a positive but weak correlation between consumer behaviours and SMM efforts linking to aspects like entertainment, interactivity, perceived relevance, and informativeness. However, the relationship between interactivity and informativeness with consumer buying behaviours was more robust than the variables. Also, there was a moderate link between eWOM and SMIs with the consumers’ buying behaviours. On the other hand, regression analysis indicated a weak link between purchasing behaviours through SMM efforts that develop trust and brand awareness and image and entertainment, interactivity, perceived relevance, informativeness, eWOM and SMIs.38 0Item Restricted Enhancing Market Presence and Brand Recognition for GM Mobility in the UK Wheelchair Accessible Vehicle Market: A Strategic Marketing Plan(University of Exeter, 2024) Waznah, Mohammed; Kurian, AlbyThis report investigates GM Mobility's current standing within the UK Wheelchair Accessible Vehicle (WAV) market and presents a strategic marketing plan designed to boost brand awareness, strengthen market presence, and drive sales. Using the SOSTAC framework, alongside PESTEL and SWOT analyses, the study identifies key external factors impacting GM Mobility’s market positioning, including opportunities and challenges related to digital visibility and community engagement. Findings reveal that, while GM Mobility holds a 25% share in the UK WAV market, it faces barriers such as limited marketing resources and low social media impact. The proposed strategy prioritizes enhanced brand positioning, community involvement, and targeted digital marketing initiatives. Key tactics include launching social media campaigns, improving search engine optimization (SEO), and partnering with influencers to expand reach. Objectives are set to increase brand awareness by 50% within 24 months, achieve a 25% boost in sales within one year, and enhance GM Mobility’s website performance to improve customer experience and online visibility. Through these strategies, GM Mobility is positioned to overcome current challenges, strengthen its market share, and achieve sustained growth in the UK WAV sector.12 0Item Restricted Affiliate Marketing and Digital Maturity: Evaluation and Recommendations for an Affiliate Website(University Of Strathclyde, 2024) Medabesh, Ghadah; Nayer, DaudThis report evaluates the digital marketing strategy implemented for Dr. Cooker's website, an affiliate marketing platform specializing in kitchen essentials. The project utilized the SOSTAC model to optimize the website’s performance, focusing on improving digital maturity, enhancing user engagement, and driving conversions. A situational analysis, including SWOT, Porter’s Five Forces, and PESTLE frameworks, identified key challenges such as poor user interface and limited e-commerce capabilities. Strategic goals were set to increase organic traffic, reduce bounce rates, and boost newsletter subscriptions. However, despite increased internal traffic and engagement, the target objectives were not fully achieved due to issues in social media performance and technical delays in newsletter implementation. Recommendations include combining long-term SEO with short-term SEM strategies, improving accessibility, and implementing marketing automation tools. This evaluation provides insights for future optimization of digital marketing strategies, ensuring a more effective alignment with audience needs and business goals.14 0Item Restricted Drivers and Outcomes of Small Companies' Digital Export Marketing Strategies(University of East Anglia, 2023) Weam, Alarfaj; Chalvatzis, Konstantinos; Leonidou, Leonidas C.This thesis comprises interconnected studies that delve into the drivers and consequences of digital export marketing strategies among small companies in the US context. In the first study, drawing from the Resource-Based View (RBV) and Industrial Organisation (IO) theories, a conceptual model is crafted to elucidate the drivers, moderators, and outcomes of digital export marketing strategies. The model is substantiated through validation with 450 small US exporters, revealing specific resources and capabilities that mould strategy formulation alongside the contingent influence of environmental risks and customer resemblance on competitive advantage and overall performance. In the second study, the thesis transitions by investigating the alignment of digital customer service strategy with environmental contexts in export markets, utilising the Contingency Theory (CT) and Customer Engagement (CE) Theory. This model is tested with 364 US exporting firms, underscoring the importance of alignment in amplifying customer engagement and offering practical insights and a conceptual framework for future explorations in the realm of export marketing adaptation. In totality, this thesis enhances comprehension of digital export marketing strategies among small enterprises, encompassing their theoretical foundations, empirical validations, and the pivotal role of adaptation in the global expansion landscape.50 0