Chapter 2: Abdul Samad Al-Qurashi (ASQ) – An Admirable Growth Trajectory – Middle East to a Multinational Presence

This is the case of an iconic brand from the Middle East, Abdul Samad Al-Qureshi Company (ASQ), which registered an admirable growth to become a global brand. ASQ was established in 1932 in Makkah, Al-Haram al-Sharif, the Holy Mosque. The company’s mission is to provide high-quality perfume products in the Arabian Peninsula. The company has different departments which work together to ensure that it achieves its objectives and has an extensive presence in the UAE. The company has seen a substantial increase in the number of staff members while sales have increased significantly. The customers’ satisfaction rate grew immensely resulting in the continuous number of awards that the company for its performance. The major drivers of success at ASQ are strong brand image, customer satisfaction, quality product, effective employee training programs, unique market offerings, and market research.