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

5212 words - 21 pages

RISK ANANLYSIS AND REVIEW OF COMPEPTITIVE ENVIRONMENT "o"oFOR DUBAI AND ITS BURJ AL ARAB HOTELINTRODUCTIONHotels are world-beaters. They provide people comfort and luxury with over the edge technology. How do hotels function in this vast competitive market of travel and tourism? How do hotels operate by inculcating all the diversity and varied factors of globalisation? How do they develop themselves into a successful establishment by gaining an edge over its competitors? Dubai and its Burj AL Arab hotel are certainly successful cases. The aims and objectives of the project is to analyse and distinguish various strategies, which Burj AL Arab hotel follows to align with the risk environment in Dubai it functions, in order to increase its profit and to be one of the finest world recognition.Dubai is situated in United Arab Emirates, which is bordered in the north by Arabian Gulf, east and south by sultanate of Oman and Saudi and to the west by Qatar and Saudi Arabia. It is a predominant Muslim country with Islam as its main religion. The country has a large dependence on oil and natural gas exports where business also follows. This has encouraged the flourishing of a large number of hotels in Dubai, which has created a lot of tourists visiting the country over a long period of time.Burj AL Arab is referred to as the "Arabian tower". Centrally located in Dubai and with a height of 321m, it is the tallest hotel in the world. The hotel was built on a man made island 280m offshore, appearing to look like a sail or a "jib" to devout sailors. It has a total of 202 duplex suites and it is an all suite hotel.From risk analysis and review of the competitive environment aspects, this article expounds the intuition of Dubai and its Burj AL Arab hotel that is managing to strive the 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 hotel.ENVIRONMENT RISK ANALYSISSignificant Cultural InfluenceA bold and forward-looking society, Dubai proudly treasures its culture and traditions. It has a tolerant, cosmopolitan society that maintains its Islamic values and culture.Although relatively tolerant and relaxed, Dubai's culture is firmly rooted in Islam. Most Emiratis are Sunni Muslims, and many belong to the strict Wahhabi sect ( Population makeup is quite diverse: only about a quarter of Dubai's people are Emirati; Russian, Iranian, and Filipino traditions contribute to the overall feeling of Dubai. Arabic is the official language, but English is the language of business. Urdu, Farsi and Malayalam are also useful.The Arab national dress worn in Dubai is well...

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