C/M/581. Marketing Plan for the Re-branding of Amouage - the Most Valuable Perfume in the World

The paper offers a marketing plan for the re-launch of Amouage, an established Arabian brand with products ranging from sophisticated perfume to the home fragrances. The paper relies on qualitative data and follows an interpretive research approach. A literature review is provided to establish the theoretical base of the study. Analysis is conducted of the macro environment of the brands' domestic market 'Oman' using the PESTEL model. The micro environment is analysed using SWOT and Porter's Five Forces models. Conclusions are made about the company's potential in the perfumery industry.