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The peoples of Saudi Arabia make up the biggest
and fastest growing market in the Middle East. The problems of reaching them are
great, and the logistics complex, defying all marketing conventions. However,
the potential rewards are enormous.
First, the awesome geography of the country, its
vast deserts, rugged mountains and extreme heat must be overcome if goods are to
be effectively distributed. Yet the busy streets of the major cities and the network of
modern roads evolving to link them show that rapid progress is being made.
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Those born in the Kingdom
and in the Peninsula range from the Bedouin, whose way of life remains
traditionally nomadic to the sophisticated business, government and industrial
communities of the cities. In addition there is an expatriate community to
consider, numbering several millions and composed of over 25 different nationalities.
In culture, language and wealth the diversity is
enormous. Yet one fact cannot be overlooked. Saudi Arabia is fast becoming a
modern industrialized state and an advanced consumer economy which is highly
competitive, but offers immense opportunities. |
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