'Marketing of Burj Al Arab in Dubai Essay\r'

' compend: This paper discusses the marketplaceplaceing of Burj AlArab hotel in Dubai. It contains a brief description of the hotel and his history. It describes astir(p rubyicate) the finish in Dubai and how it affects the hotel. A turn out abridgment has been discussed in the paper to make do astir(predicate) its incident in Dubai. It also shows you the rival of Burj Al Arab in Dubai and the market study 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 preserve it top in competitive market of Dubai.\r\nBURJ AL ARAB †The Arabian Tower of the Jumeirah shore Resort. With 321 meters, this is the realness´s t whollyest hotel, only 60 meters shorter than the Empire State Building. This alone- cortege hotel stands 27 double-height storeys high gear and comprises 202 treblex suites. Your transfer to the hotel may be arranged by one of the world´s largest fleets of Rolls Royce .\r\nReaching new heights of opulence and emolument trains, Burj Al Arab offers a choice of 142 1-Bedroom DeLuxe Suites, 18 1-Bedroom birds-eye Suites, four 1-Bedroom Club Suites, 28 2-Bedroom Suites, half-dozen 3-Bedroom Suites, two Presidential Suites and two over-embellished Suites. The finest materials find been sourced from around the globe for your luxury and comfort, attack together in only designed and handcrafted interiors. whole suites feature write up to ceiling windows and are of course fit out with the latest technology like synergistic television (with a camera that views solely visitors to the suite †and you can give introduction to them without leaving the comfort of your bed or the armchair), all-purpose office equipment, laptop computers and meshing access(First class travel 2006)Dubai :-Dubai is the most thickly settled and second largest emi station (in terms of size) in the compact after Abu Dhabi.Dubai is distinct from other members of the UAE in that revenues from anele account for only 6% of its gross domestic intersection point. A majority of the emirate’s revenues are from the Jebel Ali Free partition (JAFZ) [2] and now, increasingly, from tourism.\r\nDubai is currently the second largest developing urban center in the world after Shanghai.With huge construction and development in several(a) industries.Dubai has attracted world attention through ripe 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 call forth the property. (Abbey1998,pp54-55)Cultural sour:The cultural environment holds deeply crop on marketing behavior. Hotel industry require to be sensitive to cultural dis crepancy in the environment and grasp opportunities for expanding.\r\nFor instance, In Dubai on that point is 80 percent foreigners who comport investments, jobes and employments. Over 1100 staff members from 50 divergent nationalities work in unalike areas of Burj AL Arab hotel. Therefore, they bring the diverse glossinesss from all diverse home countries such as religions, values, and genial behaviors, etc. There result be slight or even disgusting varies between different guest groups, produce suppliers, and hotel employees. It is crucial important for the managerial level to treat pile with equal look on and revere different cultural norms.(sevenseashotels 2006).\r\nSWOT Analysis :SWOT defines the desired fruit from the formal analysis which essential forgo the selection of the strategy and the formulation of the plans to see it.(Baker 1998,p139)STRENGTHS :•The infrastructure of the building which is like a sail boat which gives the guest a precise fine a nd different experience.\r\n•All the eating place , bars has a different outlook and are very storied world wide. Ex:Al Mahara †seafood restaurant accessible by a third minute virtual submarine voyage. glorious oval aquarium visible end-to-end the restaurant.\r\nAl Iwan †sea view restaurant. Finest Arabian hospitality with décor of dramatic gold, red and black•Member of the leading hotels of the world.(sevenseas hotels 2006)WEAKNESS:•Dubai is promoted as a tourist computer address and is more of a mercenary destination which have a great repair on the hotel.\r\n•The rigid climate and the culture of Dubai does non sponsor the hotel to stay flexible.\r\n•The major economy of Dubai is based on oil and gas so the Dubai government does not stress on hospitality and tourism sector.\r\nOPPORTUNITIES:•Dubai as slowly developing as a commercial destination which will help the hotel to attract spile of business travelers.\r\n• Dubai is pressurizing more on building lot of theme parks and sports activities which can help the hotel to attract lot of international tourist.\r\nTHREATS:• tie of new entrants as Dubai is developing in to one of the best commercial cities.\r\n• proud prices of the accommodations which gives usefulness to the other hotelsCOMPETITOR ANALYSIS:As Dubai is one of the biggest developing commercial centers at that place is a lot of competition in the hotels to attract the tourist. The detail comparison for product differentiation Burj al arab and its competitors are as follows:Burj Al Arab : world class duple suites-non smoking rooms-data ports- gratis(p) news paper-hair dryer-room service-spectacular views-bar-spa-jaccuzi-sauna-shopping center-private health and fittingness facility-theropy rooms-Aerobic room-restraunt.\r\n(Burj Al Arab 2006)Sheraton Jumeira Beach Resort And Towers :cabletv-hair dryer-child care-wake up service-see view -spa-sauna-bar-shopping center-out door tennis-water sports-squash courts-golf course.\r\n(Star wood hotels 2006)Hyatt Regency Dubai : Non smoking rooms-cable Tv- complimentary news papper-roomservice-child care-spa-sauna-bar-shopping center-fishing-tennis-restraunt.\r\n(Regency hyatt 2006)Le Meridien Mina Seyahi Resort : flap chair-free news papper-child care-modem lines-room service-TV with cables-Hair dryer-Mini bar-outdoor pool-spa-tennis-fitness center-shops-restraunt.\r\n(Le Meridien Mina Seyahi Resort 2006)PORTERS 5 FORCES APLICATIONS TO BURJ AL ARABRivalry Among Existing Firm:HIGHIt has a lot of competitor as preceding(prenominal) mentioned which have besotted brand name calling among the local and international travelers. In baffle to leverage brand equity, Burj Al Arab hotel must possess better role of service facilities more than its competitors.\r\nThreat Of New Entrants:HIGHBurj Al Arab has got many loyal customers but a small mishandling in customers expectations may go the loyal customers to switc h to another property. Dubai creation a commercial developing metropolis there are lot of hotels coming in.\r\nBargaining effect Of Buyers:LOWMajority of the customers always give birth close attention to the hotel price .It has all suite rooms which in all is different from other hotels so the people which the hotel target is specific so the talk terms power of customer is less.\r\nBargaining Power Of Suppliers:LOW The hotel has to face a closet from their suppliers; however the hotel can reduce it by partnering with travel agencies or big market chains purchasing high deal of products.\r\nThreat Of substitute:LOWBeing a very high class property and having a great brand name there are almost no threats to the glorious property of Burj Al Arab.\r\nMARKETING AUDITS:A marketing audit is a opinionated and thorough examination of a companies marketing position. (J.Baker1998,p237).\r\nPOSITIONING:In the case of BURJ AL ARAB hotel Dubai, due to great occupancy rate and high indust ries growth rate , it experience the high market growth and strong competitive advantage.\r\nBurj A Arab have a lot of competitor like Le Meridien Sayahi ,Hyatt Regency Dubai, Sheraton Jumeira Beach hotel And much more ,Which have a strong brand constitution among local and international travelers. In commit to leverage brand equity , Burj Al Arab hotel must possess better quality of service facilities above its competitors.\r\nCONCLUSION:The above report provides detail report on the market analysis of Burj Al Arab in Dubai and reviewing the marketing strategies, influence of the culture on the hotel, its position in the market and its competitors.\r\nThe metropolis of Dubai is a highly developing commercial centre, with many new hotels coming up with recognized brand names. In enunciate to develop a competitive advantage the hotel should maintain and develop the following points:1)To emphasise propagating the architectural miracle and there unique suite rooms.\r\n2)To contin ue implementing high quality of service.\r\n3)To ladder in high price and standards strategy.\r\n4)To promote sports events, and Dubai shopping festival.\r\nREFERENCE LIST:\r\nAbbey.J.R(1998)Hospitalaity gross revenue And Marketing,Educational institute of the American Hotel & Motel Association.\r\nBaker.M.J(2000)Marketing system And Management, Palgrave MacmillanKotler.p,Keller.k(2006)Marketing management 12e,Pearson Prentice Hallhttp.//www.firstclasstravel.de/burjalarab.htm (last visited 16/4/06)http://en.wikipedia.org/wiki/dubai (last visited 16/4/06)http://www.starwoodhotels.com/sheraton/search/hote_detail.html?propertyID=1326(last visited 16/4/06)http://dubai.regency.hyatt.com/hyatt/hotels/(last visited 16/4/06)http://www.lemeridien-minaseyahi.com/-14k(last visited 16/4/06)\r\n'