Abstract
Facing an increasingly difficult economic environment in Europe, the FALKE Group as a traditional German family business, needs to enlarge its perspectives in future and think about entering further markets. Due to its organizational structure and its size, the company has always operated in relatively known domain. As the Arabian market offers enormous potential owing to its population growth, market size and wealth, a special research team has investigated the business environment, the society and the culture of Saudi Arabia, in particular, to develop an appropriate market entry strategy in order to make use of the promising opportunities for investment, the country provides. The following analysis will determine the reasons for entering such a market and explains the market's attractiveness and verifies the reasons for establishing a joint venture with a Saudi partner.
