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 (www.zuji.com). 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...

Find Another Essay On Strategic marketing and international marketing for Burj Al Arab hotel in Dubai

Tactics and Strategic Marketing Essay

712 words - 3 pages With the right marketing plan, Organics has many opportunities for establishing a solid position in the current marketplace of local restaurants. There are a number of potential new customers throughout the metro area. Some customers are ready for a new type of restaurant and others are tired of the same old choices and yet others want the healthy choices that we can provide when dining out. This objective will be accomplished by providing

Strategic Marketing Plan for Amason.com Essay

3928 words - 16 pages , strategic marketing mix, managing and developing strategic direction.This plan may have provided Amazon.com a clear strategic marketing direction under the changing business environment and the changing needs of the target audience. The company has to face the new problem and seek ways to deal with it in order to obtain sustainable strategic advantage by developing the strategic marketing plan which is actually a key for a firm to survive in the

Strategic marketing for Hytex Malaysia

5236 words - 21 pages estimated profit to reduce. The low inflation rate in the country also stimulates the domestic retail sales of Hytex and maintains the wage at a reasonable rate. A reasonable rate of wage can ensure the cost of production is low and be more competitive in the international market. Besides, the loan interest in Malaysia is quite reasonable and this encourages business to borrow from bank for expansion plans.The changes in the social condition will

Strategic Marketing

595 words - 2 pages strategy to boost their turn over. The Marketing strategy of a company is process by which an organization tries to utilize its limited resources on the best possible options in order to increase sales and achieve a competitive advantage in for a longer period. The main aim of strategic marketing is to ensure customer satisfaction (UK govt businesslink marketing strategy guide, 2009). Strategic marketing is the combination of planning that combines the

Strategic Marketing

753 words - 3 pages target market, a firm must forecast demand in market segments that appear promising. Finally, the marketer designs and implements the marketing mix for each target market. Marketing mix is a combination of the 4Ps of marketing, namely product, placement, price, and promotion (Etzel, Walter and Stanton 578; ch20). Once the strategic marketing mix has been implemented the marketer should review the needs of the customer and adapt the marketing plan

Strategic Marketing

3752 words - 15 pages (marketability). Extreme holidays marketing management is the setting of marketing goals (considering the resources of the tourism company and the market opportunities) and the planning and execution of marketing activities required to meet the goal. When carried out effectively, extreme holidays marketing management results in creating and fulfilling customers in a manner acceptable to society and leads to profitable growth for the organizations

Strategic Marketing - 3737 words

3737 words - 15 pages marketing strategy (through the four P's); and (3) ethical issues that are raised by the marketing strategy and its implementation.While you may want to introduce theories from other modules, for this assignment you should focus in particular on the material related to strategic marketing assignment.Your assignment should explain the situation of the organisation and should also offer a critical analysis that indicates the way that strategic

International Marketing

959 words - 4 pages specific political or geographic country boundaries: International Marketing: Involves operating across a number of foreign country markets in which not only do the uncontrollable variables differ significantly between one market and another, but the controllable factors in the form of cost and price structures, opportunities for advertising and distributive infrastructure are also likely to differ significantly. It is these sorts of differences

International marketing

2726 words - 11 pages activities for the purpose of competitive advantage. (Doole Isobel and Lowe Robin, International Marketing Strategy, Second Edition 1999). Whilst all market entry methods involves alliances, during the period of 80s the term strategic alliance covers a variety of contractual arrangements which are strategically beneficial to both parties and which cannot be defined clearly under licensing or joint ventures. In an alliance two partners contribute a

International Marketing

490 words - 2 pages loss of 25,000 jobs. [See text for how international trade is measured and protectionism vs. free trade.]      Gray Goods - Goods imported from unauthorized dealer; problem = no manufacturer’s warranty.      Dumping = Sale of export goods at less than “normal” value (less than cost or less than home-country price). Strategic Adaptations Of The Marketing Mix      1 &nbsp

International Marketing

2016 words - 8 pages international marketing. In order to understand and influence the consumer’s wants and needs, marketers must have a good understanding of the culture, especially in an international environment. Success in business depends upon cultural sensitivity and a willingness to make the appropriate accommodations. However, it is inevitable for cross-cultural corporates to be frustrated by various unexpected cultural problems during its development in host countries

Similar Essays

Case Study Document On Marketing Of Burj Al Arab In Dubai

1317 words - 5 pages 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 members from 50 different nationalities work in different areas of Burj AL Arab hotel. Therefore, they bring the diverse cultures from all different

The Burj Al Arab Essay

2854 words - 11 pages Burj Al Arab Strategic PlanExecutive SummaryThe following report aims making a strategic plan for the real-time company. The chosen company is The Jumeirah Group and the selected hotel is Burj Al Arab, which is the only seven star hotel in the whole world. The report presents a brief synopsis of the Hospitality industry in Dubai and briefly introduces the profile of Burj Al Arab. The company conducts an internal and external analysis with the

International Marketing For Elais Essay

5609 words - 22 pages dynamic presence in the sector of food manufacture was to provide the spark for Unilever to entrust in ELAIS the representation and distribution in Greece, of products made by its subsidiary companies, which had already acquired an international reputation.With the provision of a service to the consumer public and expansion of product distribution as its firm goal, ELAIS has today a forceful distribution network that guarantees the delivery of its

Strategic Marketing In Tourism Essay

674 words - 3 pages Proposed Research Topic: Strategic Marketing in Tourism Aims Potential in tourism sector has continued to flourish over time. The growth of the industry has seen both the public and private sectors invest heavily on tourism facilities and guiding materials. The tourist offer of these destinations involves international community and is the result of interaction among public and private sectors who act autonomously (Ruggero). These two sectors