Chapter 4
The Shabab
Tapping into the Arab Youth Market
Fifty-three percent of the Arab world's population is twenty-five years old or younger. This enormous youth population has grown up in a time of incredible change and a remarkable opening of the Arab markets to the global economy. They want their opportunity to participate in the regional and world marketplace in a meaningful way. Many of them are already creating their own opportunities to do so. The companies willing to offer them the same opportunity will capitalize on this tremendous demographic dividend.
Pepsi has the upper hand on Coca-Cola in many of the Arab countries, especially in the Gulf. However, the two iconic soft drink brands are locked in tight competition in other ...
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