Case Study Document On Marketing Of Burj Al Arab In Dubai.

1317 words - 5 pages

Abstract: This paper discusses the marketing of Burj AlArab hotel in Dubai. It contains a brief description of the hotel and his history. It describes about the culture in Dubai and how it affects the hotel. A SWOT analysis has been discussed in the paper to know about its situation in Dubai. It also shows you the competitor of Burj Al Arab in Dubai and the marketing audit shows that how the hotel is positioned in the market .It concludes by stating how Burj Al Arab can maintain and develop its policies to keep it top in competitive market of Dubai.BURJ AL ARAB - The Arabian Tower of the Jumeirah Beach Resort. With 321 meters, this is the world´s tallest hotel, only 60 meters shorter than the Empire State Building. This all-suite hotel stands 27 double-height storeys high and comprises 202 duplex suites. Your transfer to the hotel may be arranged by one of the world´s largest fleets of Rolls Royce.Reaching new heights of luxury and service levels, Burj Al Arab offers a choice of 142 1-Bedroom DeLuxe Suites, 18 1-Bedroom Panoramic Suites, four 1-Bedroom Club Suites, 28 2-Bedroom Suites, six 3-Bedroom Suites, two Presidential Suites and two Royal Suites. The finest materials have been sourced from around the globe for your luxury and comfort, coming together in exclusively designed and handcrafted interiors. All suites feature floor to ceiling windows and are of course equipped with the latest technology like interactive television (with a camera that views all visitors to the suite - and you can give access to them without leaving the comfort of your bed or the armchair), all-purpose office equipment, laptop computers and internet access(First class travel 2006)Dubai :-Dubai is the most populous and second largest emirate (in terms of size) in the federation after Abu Dhabi.Dubai is distinct from other members of the UAE in that revenues from oil account for only 6% of its gross domestic product. A majority of the emirate's revenues are from the Jebel Ali Free Zone (JAFZ) [2] and now, increasingly, from tourism.Dubai is currently the second largest developing city in the world after Shanghai.With enormous construction and development in various industries.Dubai has attracted world attention through innovative real estate projects, sports events, conferences and guiness records.(Wikipedia 2006)SITUATIONAL ANALYSIS:-To know marketing strategies, it is essential to know as much as possible about the market place or environment in which the property operates. A situation analysis researches the properties current position in the marketplace and reveals potential opportunities to promote the property. (Abbey1998,pp54-55)Cultural Influence:The cultural environment holds deeply influence on marketing behavior. Hotel industry needs to be sensitive to cultural variation in the environment and grasp opportunities for expanding. For instance, In Dubai there is 80 percent foreigners who have investments, businesses and employments. Over 1100 staff...

Find Another Essay On Case study document on marketing of Burj Al Arab in Dubai.

Case study for GAP in terms of marketing.

1718 words - 7 pages recommendations to pull GAP out of this slump include focusing on the new customers that were brought in, closing their unprofitable stores, or winning back their original customers while retaining their new customers.II. AnalysisExternal:Political, Economic, Social, Technical: (See Appendix A)There has been a surge in political attention over the use of sweat shops, as well as higher levels of public awareness and activism in this issue. GAP's

Case study on Progressive Insurance's Marketing Strategies

3711 words - 15 pages underwriting profitability and is willing to forego volume if necessary to achieve profit objectives. It is committed to set individual rates more accurately than the competitors. In addition, they will promptly respond to claims reported by local claim adjusters, which deliver effective control of the claim resolution process.Progressive's distribution and marketing efforts is executed with a focus on maintaining a low cost structure. By controlling

Arab Women Freedom and The Dress Code : case study of women in Lebanon, Morocco, and Saudi Arabia

2690 words - 11 pages women in some Arab countries have acquired some rights like dressing as they want, we see that it is not the case for the entire Arab world. In fact, since in certain countries, women are still obliged to hide their faces, can we talk about the freedom of Arab women?In purpose, we see that there are some major differences between the Arab countries that make their understandings so distinct. For example, Saudi Arabia, Lebanon, and Morocco are three

Marketing case study on Becel Margarine. This essay is an excellent example of how to set up a Marketing case study.

2144 words - 9 pages account the fact that the Europeans were strongly considering using the Canadian advertising idea. Becel falls under the food division of Lipton. Lipton also markets personal products, and they feel that these products need more marketing budgets than Becel. This means that Hugessen will not have quite as much funds to work with, as he may need.Considering all the facts and circumstances surrounding this case, the problem in which Ross Hugessen

Netto case study -marketing.

1668 words - 7 pages ensure that the spirit of the programme is felt all the way to the top. This is also marketing strategy of Netto this can be done by advertising on TV or the news papers, but in UK the use of TV as a medium is limited, while the bulk of advertising is through the local press and radio stations, therefore mostly Company advertise on the local news and radio. The company also attracts positive publicity through sponsorship and its participation in

Case Study Marketing: Independer.nl.

7305 words - 29 pages This essay is about the application of the the Customer Equity Model for Independer.nl. It also covers the formulation of a CRM strategy based on this model.GROEPSOPDRACHT 3MARKETING MANAGEMENTCASE INDEPENDER.NLRotterdam, 14 mei 2003Studenten: Cindy Brouwerstudentnr. 119661e-mail adres cindy.brouwer@meespierson.comNico Geelhoedstudentnr. 274903e-mail adres nja.geelhoed@port.rotterdam.nlINHOUDSOPGAVE1PLAATS VAN INDEPENDER IN DE FINANCIËLE

HBS Case Study Globalization of CEMEX Pankaj Ghemawat, Jamie L. Matthews Product number: 701017-PDF-ENG Questions: In the word document attached.

2799 words - 11 pages same in almost all countries? The industry shows wide variation in the performance of firms. Focusing only on Cemex and Holderbank, answer the following questions: (20 points) Using the value stick analysis, why is their profitability different? Use the data (exhibit 4) from the case to compare their cost and price positions. How would you briefly describe then the strategy of Cemex? What is CEMEX's competitive advantage

Marketing research: case study

1474 words - 6 pages considered that the limited amount of tourist accommodation impede the growth of tourism. Therefore, the management decision problem is whether more accommodation should be provided, and if there are any other ways to attract more tourists.2. Marketing Research Problem Statement (MRP)Marketing research problem consists what information is needed and how it can be obtained in the most feasible way (Malhotra, 2004, p. 43.). Therefore, the brief aims

The Birth of Swatch - HBR Case Study Marketing case analysis

1240 words - 5 pages Swatch consumers and remain on the low-end in each category. We propose to launch in the beginning the new product categories in France and to test the acceptance of the new product extension with consumers that are fashion and style conscious. E. Implementation plan of the Swatch brand For the purpose of becoming a lifestyle brand, the parent company should firstly conduct a marketing research plan to measure customer demand and acceptance

the 4's of marketing Apple case study

829 words - 3 pages Marketing is a strategy employed by a business to promote and sell products or services. It includes the coordination of the P's of marketing: product, price, place and promotion. The success of the business relies heavily on whether or not the business has a strong, achievable marketing concept and strategy aimed at a specific target market. The very successful company Apple, has used marketing to make their logo one of the most recognizable in

Gillette Advertising Marketing Case Study

2246 words - 9 pages ”. It is obvious that a battle of one-upmanship like the one that took place between Shick and Gillette is going to push both companies into competing with each other until the last consequences and it is going to make them use all their resources to fight for the market share. In this case the most benefited is going to be the customer. The competing companies are going to fight with each other and, as mentioned before they will keep on

Similar Essays

Strategic Marketing And International Marketing For Burj Al Arab Hotel In Dubai

5212 words - 21 pages highest quality in the hotel industry. The risk analysis comprise cultural aspects, economical aspects, demographic aspects, social behavioural aspects, and political and legal aspects; the review of competitive environment consists of analysis of the nature of competitive environment, capitalizing Porter's 5 forces, Porter's competitive strategies and competitive tactics, and directional strategies based on the case of Dubai and its Burj AL Arab

The Burj Al Arab Essay

2854 words - 11 pages tourists as the Government worked hard to promote the plus points of the place. The increasing growth rate of the Dubai tourism industry had a direct impact on the Dubai hospitality industry. The investment efforts of the government were internationally recognized with the launch of the Burj Al Arab, the first seven star hotel in the world. The below graph shows how the hotel room occupancy levels had increased between 2000-2006. In 2008, the hotel

Globalization: The Case Of Dubai Essay

2261 words - 10 pages attention of all the people and gave the strength to Dubai’s economy. As for Burj Al Arab, it gave Dubai the symbolic sense of style and luxury. The other issue that increased with globalization is the air travel. Dubai International Airport has become a famous one, which was distant between all the continents of Europe, Asia, and Africa. Dubai International Airport received more than 30 million people in 2006. Emirates Airlines was established in 1985

Marketing Strategy In China – The Case Study Of B&Q

2813 words - 11 pages Marketing Strategy in China - The case study of B&Q IntroductionB&Q the largest DIY retailer in Europe, entered the Chinese market in the year 1999 by opening a store in Shanghai through a joint venture with Home Decorative Building Materials Limited, a Shanghai based property developer (Murphy et al., 2006). Although B&Q does very well in Europe, Chinese DIY market is quite different from western markets in many aspects mainly