Alqaeda Al-Qaeda is a global Sunni Islamist militant group founded by Osama bin Laden sometime between August 1988

and late 1989. In February 1998, al-Qaeda issued a statement under banner of "The World Islamic Front for Jihad Against the Jews and Crusaders" saying it was the duty of all Muslims to kill US citizens-civilian or military-and their allies everywhere. Al-Qaeda would merge with Egyptian Islamic Jihad (Al-Jihad) of Ayman al-Zawahiri in June 2001. "Goals and Objectives of Jihad":

Establishing the rule of God on earth Attaining martyrdom in the cause of God Purification of the ranks of Islam from the elements of depravity Alqaeda Business model Primary Business: Sell the Jihad Secondary Business: Human trafficking, Trading Business(Diamonds and weapons,Drug Dealing) Market mapping for Al-qaeda Population Pattern: Islam dominated regions and also other areas where there is any kind of unrest related to their mission Needs: With the growing conflict between the islamic and non islamic countries, there is a prevalent need among the people of islamic countries to be part of or related to, in any way, to an organization/s which can put forward their voice, address their grievances, give an outlet to peoples frustration and give identity seeker an opportunity to join a group and thus help do away with their fear and insecurity of being excluded by the non Islamic countries. Ability and willingness to buy Jihad: Humiliation, economic isolation and foreign policy, mainly the placing of American bases in countries like Pakistan, Saudi Arabia, Iraq ad Afghanistan are the reasons which drive the people of varied ethnicity and countries to be zealous to affiliate themselves with organizations like AlQaeeda. The main targets here are the young generation. Since childhood, anti-America ideas are being fed into the minds of people also adds to the willingness and passion among the youth to take revenge and vent out their frustration. Understanding Consumer behavior

Social, psychological and situational factors affect an individuals decision to accept the concept of Jihad though its an extremist ideology. Social factor: Culture Social class Reference groups including family and household

Psychological Motivation Perception

Situational Time factor Surroundings

First, a simple popular message, resonates strongly with deeply held grievances in the Muslim world. Secondly, in some countries in Europe, it has become cool to be a jihadi. Powerful and captivating image of terrorist organizations is an immense attraction for certain groups of young people Thirdly, global character of terrorist groups of today makes it just the right option for those who are identity seekers, status seekers and thrill seekers and are willing to accept its extremist ideology. Impact of changing environment on mkt strategy STP 4ps of market