Superbrick: Introducing an Innovative Building Product to the Saudi Arabian Market

This paper discusses a marketing strategy plan for a firm that sought to manufacture and distribute a new product to be used as a substitute to concrete masonry in Saudi Arabia. This new product has similar installation characteristics but is made up of superior insulating material and, therefore, is more suitable for harsh weather conditions of extreme temperature changes. The paper addresses some of the issues that this company had to consider for it to be a viable competitor in the new market.