INTRODUCTION

Saudi Arabia is home to some of the largest oil reserves in the world. It is also the third largest country in the Middle East. The majority of it's exports and earnings come from the sale of oil. This so much of the economy built around oil, the Kingdom of Saudi Arabia is trying to diversify by privatizing industries and building new economic cities.

PESTEL ANALYSIS

POLITICAL
Saudi Arabia is an absolute monarchy,53 although, according to the Baisc law if Saudi Arabia adopted by royal decree in 1992, the king must comply with Sharia (that is, Islamic law) and the Quran. The Quran and the sunnah (the traditions of Muhammad) are declared to be the country's constitution, but no written modern constitution has ever been written for Saudi Arabia, and Saudi Arabia remains the only Arab Nation where no national elections have ever taken place, since its creation. No political parties or national elections are permitted and according to The Economists 2010 Democracy Index, the Saudi government is the seventh most authoritarian regime from among the 167 countries rated.

ECONOMIC
Saudi Arabia's command economy is petroleum-based; roughly 75% of budget revenues and 90% of export earnings come from the oil industry. The oil industry comprises about 45% of Saudi Arabia's nominal gross domestic product, compared with 40% from the private sector (see below). Saudi Arabia officially has about 260 billion barrels (4.110 m3) of oil reserves, comprising about one-fifth of the world's proven total petroleum reserves. The government is attempting to promote growth in the private sector by privatizing industries such as power and telecommunications. Saudi Arabia announced plans to begin privatizing the electricity companies in 1999, which followed the ongoing privatization of the telecommunications company. Shortages of water and rapid population growth may constrain government efforts to increase self-sufficiency in agricultural products

SOCIO-CULTURAL
Saudi society has a number of issues and tensions. A rare independent opinion poll published in 2010 indicated that Saudis main social concerns were unemployment (at 10% in 2010), corruption and religious extremism. Crime is not a significant problem. However, Saudi Arabias objective of being both a modern and Islamic country, coupled with economic difficulties, has created deep social tensions. Connections to the West have caused some Saudis to desire the overthrow of the Al Saud. Others want a reformed and more open government and to have more influence in the political process.

Cont
Cultural norms impose restrictions on women when in public, and these are enforced by the religious police, the mutawa. They include requiring women to sit in separate specially designated family sections in restaurants, to wear an abaya (a loose-fitting, full-length black cloak covering the entire body) and to conceal their hair. There is also effectively a ban on women driving. Men marry girls as young as ten in Saudi Arabia Child marriage is believed to hinder the cause of women's education. The drop-out rate of girls increases around puberty, as they exchange education for marriage. Roughly 25% of college-aged young women do not attend college, and in 20052006, women had a 60% dropout rate.Female literacy is estimated to be around 70% compared to male literacy of around 85%.

LEGAL
The primary source of law in Saudi Arabia is the Islamic Sharia derived from the Quran and the traditions of Muhammad contained in the Sunnah.It also includes ijma, or scholarly consensus on the meaning of the Qu'ran and the Sunnah developed after Muhammad's death, and Qiyas, or analogical reasoning applied to the principles of the Qu'ran, Sunnah and ijma. The legal system of Saudi Arabia is exceptional in the world of Islam in that Muslim countries that retain or adopt Sharia usually determine which parts of the Sharia are enforceable and codify (and thereby modernize) them. In Saudi Arabia, the state regards unmodified Sharia in its entirety as the law of the land and does not interfere with it. It is, therefore, unique not only compared to Western systems but also compared to other Muslim countries, and is the closest system

MARKETING MIX

PRODUCT
We are dealing with all kinds of dry fruits such as cashew nuts, almonds, apricots, raisins, pista, walnuts, etc. We are dealing with different kinds of assorted mixes of dry fruits. Brand Name : Essential Dry Fruits

PRICE
In the initial stage we want to adopt penetration pricing strategy. And after gaining some presence we will adopt competitor pricing. Prices of Essential Range of products . Variety Almond Cashew Nuts Raisins Apricots Pista Assorted Price/kg(Riyal) 40 35 30 40 55 115

PLACE
Directly providing Dry Fruits to Retailers, there is only one layer in the distribution network. Cover whole Geographical area.

PROMOTION
Promotional strategies :

Event Production Services Sport events & Road Show Tour Marketing & Production

Radio Production
Internet Marketing Video/ Television Show Corporate Sponsorship Recruitment Special Event Production Media Public Relations ,social media

MADE BY: PRACHI GUPTA KRITI BHATIA