In the past decades, the companies especially from the Western world tend to use more of forcing or threatening activities to sell their products expecting that people will adapt to their brand by this coercive attitude. One of the main examples who adapted this technique was Coca-Cola which used this same method in all the countries they were selling to. Looking at the present scenario, it is very difficult to escape from various cultures and elements in the world leading the marketers to scrutinise and analyse the market properly which will help them to launch their products in foreign markets. This applies the companies to penetrate in Halal market too. Muslim population makes up to 23% of the world population that is approximately 1.7 billion people which means that the Halal economy, Islamic culture and political environment cannot be neglected of these countries.

It’s not just Halal that matters. It is more of marketing strategy. When the companies were analysed and enquired the response was numerously common saying that “we don't do Halal”. It is important to note that Muslim consumers shop differently for different reasons even if they are used to or specifically buying the same products. Let us take the example of Johnson & Johnson. This multinational company enjoys a New Year sale of nicotine patches but also has noticed the stop smoking patches by Muslim in a month- long fast Ramadan leading to a change in marketing behaviour. This can be seen in Halal Expo Tourism also. Halal tourist companies like HalalTrip advertises its facilities and accommodation on the basis of how near the Muslim amenities like Halal restaurants and mosques are.

From an economic perspective, the Muslim world is also diverse. Proper selection of strategies is very important depending on the global and local marketing strategies. Like to see if the countries have High overall GDP like Indonesia & Turkey or they have High GDP per capita like Qatar or they have poor end spectrum like Comoros & Somali. Opportunities still exist in the poor countries because the bottom of the pyramid approaches worker remittances. They can as a whole increase the demography leading to an increase in GDP giving signs of good market.

Due consideration needs to paid to local and legal barriers in Halal markets. Boycotting a company or country makes the companies in a tough position. For example Israel is boycotted by Arab League. So the companies need to choose between the Israeli market and Arab League member markets. The legal system of a country makes a huge factor. For instance, Malaysia has adopted separate legal and statutory authorities for industries like Islamic banking or to certify halal food and beverages.  Coordination between company’s standard and the standard of the country can add to a key feature in selling the products to Muslim population.

The Fair Trade Show for halal Market and economy is very large and diverse with a global Muslim population having their specific needs and demands which change according to their preferences. It will however turn easy and possible to penetrate in Halal market knowing all the factors and keeping them in mind.