Marketing of Burj Al Arab in Dubai Essay

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 i ts 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 members from 50 different nationalities work in different areas of Burj AL Arab hotel. Therefore, they bring the diverse cultures from all different home countries such as religions, values, and social behaviors, etc. There will be slight or even severe varies between different guest groups, product suppliers, and hotel employees. It is crucial important for the managerial level to treat people with equal respect and revere different cultural norms.(sevenseashotels 2006). SWOT Analysis :SWOT defines the desired output from the formal analysis which must precede the selection of the strategy and the formulation of the plans to implement it.(Baker 1998,p139)STRENGTHS :†¢The infrastructure of the building which is like a sail boat which gives the guest a very fine and different experience. †¢All the restaurant , bars has a different outlook and are very famous world wide. Ex:Al Mahara – seafood restaurant accessible by a three minute virtual submarine voyage. Magnificent oval aquarium visible throughout the restaurant. Al Iwan – sea view restaurant. Finest Arabian hospitality with dà ©cor of dramatic gold, red and black†¢Member of the leading hotels of the world.(sevenseas hotels 2006)WEAKNESS:†¢Dubai is promoted as a tourist destination but is more of a commercial destination which have a great impact on the hotel. †¢The rigid climate and the culture of Dubai does not help the hotel to stay flexible. †¢The major economy of Dubai is based on oil and gas so the Dubai government does not stress on hospitality and tourism sector. OPPORTUNITIES:†¢Dubai as slowly developing as a commercial destination which will help the hotel to attract lot of business travelers. †¢Dubai is pressurizing more on building lot of theme parks and sports activities which can help the hotel to attract lot of international tourist. THREATS:†¢Lot of new entrants as Dubai is developing in to one of the best commercial cities. †¢High prices of the accommodations which gives advantage to the other hotelsCOMPETITOR ANALYSIS:As Dubai is one of the biggest developing commercial centers there 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-complimentary news paper-hair dryer-room service-spectacular views-bar-spa-jaccuzi-sauna-shopping center-private health and fitness facility-theropy rooms-Aerobic room-restraunt. (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-outdoor tennis-water sports-squash courts-golf course. (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. (Regency hyatt 2006)Le Meridien Mina Seyahi Resort :Wheel 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. (Le Meridien Mina Seyahi Resort 2006)PORTERS 5 FORCES APLICATIONS TO BURJ AL ARABRivalry Among Existing Firm:HIGHIt has a lot of competitor as above mentioned which have strong brand names among the local and international travelers. In order to leverage brand equity, Burj Al Arab hotel must possess better quality of service facilities more than its competitors. Threat Of New Entrants:HIGHBurj Al Arab has got many loyal customers but a small mishandling in customers expectations may cause the loyal customers to switch to another property. Dubai being a commercial developing city there are lot of hotels coming in. Bargaining Power Of Buyers:LOWMajority of the customers always pay 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 bargaining power of customer is less. Bargaining Power Of Suppliers:LOW The hotel has to face a pressure from their suppliers; however the hotel can reduce it by partnering with travel agencies or big market chains purchasing high volume of products. Threat Of substitute:LOWBeing a very high class property and having a great brand name there are almost no threats to the beautiful property of Burj Al Arab. MARKETING AUDITS:A marketing audit is a systematic and thorough examination of a companies marketing position. (J.Baker1998,p237). POSITIONING:In the case of BURJ AL ARAB hotel Dubai, due to great occupancy rate and high industries growth rate , it experienced the high market growth and strong competitive advantage. Burj 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 reputation among local and international travelers. In order to leverage  brand equity , Burj Al Arab hotel must possess better quality of service facilities above its competitors. CONCLUSION: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. The city of Dubai is a highly developing commercial centre, with many new hotels coming up with recognized brand names. In order 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. 2)To continue implementing high quality of service. 3)To persist in high price and standards strategy. 4)To promote sports events, and Dubai shopping festival. REFERENCE LIST: Abbey.J.R(1998)Hospitalaity Sales And Marketing,Educational institute of the American Hotel & Motel Association. Baker.M.J(2000)Marketing Strategy 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)

The Clarinet Essay Example | Topics and Well Written Essays - 750 words

The Clarinet - Essay Example Similarly, as I have been a musician since I was twelve, and because of my deep passion for it, describing the musical instrument ‘clarinet’ appears to be a simple objective for me to accomplish. Most of the people are very fond of clarinet’s music, but many dont really know much about this instrument. But I hope to describe it in such a manner that a pretty good idea of the same could emerge in my readers’ mind. The clarinet is an instrument from the woodwind family. It acquires its name from the word clarino, which means a particular type of ‘trumpet’ and prefixed to net which means ‘little’. Thus the word ‘clarinet’ can be taken to mean as ‘a little instrument which sounds almost like trumpet.’ The woodwind family has three branches, and each has a different source of sound. The sounds are made in clarinet through the vibrations that are made by blowing air across the top of this instrument, across a si ngle reed or in some cases across two reeds. The reed is clamped to a mouthpiece at the top of the instrument and vibrates against the mouthpiece when air is blown between the reed and the mouthpiece. In cases where two reeds are tied together and used in a clarinet, such instruments are known as double reed clarinets. The clarinet’s body is slender and long, and it accommodates some metal keys which can be pressed to play different notes. Made from wood, the clarinet produces a fluid sound when air is blown between the reed and the mouthpiece. Most of the clarinetists buy manufactured reeds while some of them make their own.

Collaborations in a Medical Team Essay Example | Topics and Well Written Essays - 1250 words

Collaborations in a Medical Team - Essay Example The patient is the principal figure in this procedure and there are various steps to be followed in the recovery of the patient which must be to the satisfaction of the patient’s needs (Gorske and Smith, 2009).This essay gives an account of the primary and the secondary care of patients with mental illness. It outlines the various roles of doctors, nurses, psychologists, social workers and the patient as members of the primary and secondary team and how various government trusts assist in the provision of health and social services for the treatment of a person with mental illness. This essay analyzes how collaborations in a medical team involving the treatment, and care of a person with mental illness is possible through relationship building and care planning. The paper outlines the practices and procedures of mental nursing in relation to service user partnerships. It analyzes the relationships that exist between mental patients, nurses and whether the mentioned relationshi p is a partnership. On most occasions the relationship between the medical teams involved and the patients is full of tension. Partnership is as a process where two or more individual, or bodies come together to jointly work for the benefit of one another.Heller et al, (1996), observe that the relationship between medical practioners and a patient is an example of a partnership (p.32). The aspect of user partnership means the provision of care services by the patient in collaboration with the medical staff, and the main aim is to achieve a common goal which is recovery of the patient. In a mental institution, user partnership takes an example of a collaboration of a nurse with a person with mental illness. It also involves the collaboration of the medical team in providing care services to the patient which can be primary or secondary care. Acheson (1999) observes that primary health care is the first contact of a mental patient with treatment of his/her condition since it brings ca re to the locality of the patient minimizing expenses involving hospital care (p.28). Primary care increases the recovery of the mental patient and reduces the chances of separating the patient from his family due to involuntary admission to mental hospitals. The care leads to better utilization of the available human resource facilities and reduction of stigma associated with terminal illness. Provision of primary health care in England is through public and private sector, and the following are the teams involved in the provision of such services. Doctors, health visitors, support staff, nurses/assistant practitioners, psychologists, counselors and social workers. The roles of these people are different but related. For instance the roles of the doctor is to diagnose the nature of the mental illness, however, he can’t perform this duty effectively without the assistance of a nurse. The role of the medical doctors is to perform diagnosis, while the duty of nurses and social workers is to make follow ups. From this analysis, doctors and nurses require each other’s services for effective care in the primary health care system. Psychologists and counselors play an important role in the care of a terminally ill person, and a counselor has a duty to build the confidence of the patient which is low due to stigma. These people cannot effectively utilize their services without the help of social workers and the support staff (Acheson, 1999). They assist a patient in understanding their mental condition and the help in offer. The patient is a member of the primary health team, and he has the responsibility of cooperating with the medical team for his/her recovery.

Julie Taymor Movie Review Example | Topics and Well Written Essays - 1250 words

Julie Taymor - Movie Review Example She also moved to Japan where she studied puppetry, Japanese plays and general theatre. Julie has stood up as an iconic figure in the film industry, she is among the first female film directors to have a successive conversion of pieces in theatre to film. She has won many awards due to her immense ability. She directed different classic operas in Japan and in the United States. Notable was the â€Å"Oedipus Rex† which earned her an Emmy award; the lion king which earned a Toni’s award and many others that have earned her a place in history books. She is an all round director working well in theatre, operas and films. Titus Titus originally was a play; that is, Titus Andronicus by William Shakespeare. It was adapted and crafted into a movie by the famous and artistic producer; Julie taymor. The movie was released in the year 2000 by Julie. Titus Andronicus is one of the bloodiest and the most gruesome play ever written by Shakespeare. It is a story of betrayal and vengea nce (Berardenelli, 21). In this particular film, it is easy to understand the artistic ability in Julie as she takes to task one of the relatively most unloved plays by Shakespeare and creates it into a huge movie success. There is fusion of times all depicted in the props in use. The costume take us back into the ancient Roman Empire and brings us back to the modern day Italy with an ease that may not be usually simple to depict by most directors. The story which is based on Titus Andronicus who is an aged commander of the Roman Empire’s army return to Rome. He returns after a finished conquering expedition on the Goths. This introductory part has the most artistic directorial ability being manifest; first the idea of casting, Julie here chose to have Anthony Hopkins play the part. Anthony with his powerful voice and steady posture depicts the legendary command in a near perfect way. The role played by his brother Marcus (Colm Feore) was intelligently done as the physical si milarities of the two people is not of great dispute. Titus returns and his brother wants to install him as emperor but he refuses and supports the candidature of one Sartunius who is quickly confirmed and announces that he will get married to his benefactors’ daughter Laviniah. Sartunius’ own brother rejects the claims by Sartunius that he has already been engaged to Laviniah (Titus’ daughter). The emperor chooses another girl and the lucky one being Tamora the Queen of the Goths who had been captured. She schemes’ her way a round to get revenge against Titus who had been responsible for the death of her son. With the help of her lover she causes the death of Bassiunus, allows Laviniah to be raped and mutilated, and further causes the abduction of Titus’ two sons. This revives the violent spirit of Titus. The rage and vengeance creates the subject matter of the film. Julie portrays the reality of the situation without having to make the viewers go through the agony of seeing the violent scenes. She on the contrary indicates the aftermath of the violent scenes perfectly and leaves the rest to imagination without leaving out the nity gritty’s of the script (Holden, 23). Taymor sets pace for the other filmmakers, giving a platform to showcase any script without having to include aspects that may injure the viewer of acts that may not in essence do justice to the piece and their removal does not affect the

The Life Of Kurt Vonnegut Essay Example | Topics and Well Written Essays - 7500 words

The Life Of Kurt Vonnegut - Essay Example After the war, Kurt attended the University of Chicago as a graduate student in anthropology and also worked at the City News Bureau of Chicago. He described his work there in the late 1940s in terms that could have been used by almost any other City Press reporter of any era: "Well, the Chicago City News Bureau was a tripwire for all the newspapers in town when I was there, and there were five papers, I think. We were out all the time around the clock and every time we came across a really juicy murder or scandal or whatever, they’d send the big time reporters and photographers, otherwise, they’d run our stories. So that’s what I was doing, and I was going to university at the same time."[15] Vonnegut admitted that he was a poor anthropology student, with one professor remarking that some of the students were going to be professional anthropologists and he was not one of them. According to Vonnegut in Bagombo Snuff Box, the university rejected his first thesis o n the necessity of accounting for the similarities between Cubist painters and the leaders of late 19th Century Native American uprisings, saying it was "unprofessional." He left Chicago to work in Schenectady, New York, in public relations for General Electric, where his brother Bernard worked in the research department. Vonnegut was a technical writer but was also known for writing well past his typical hours while working. While in Schenectady, Vonnegut lived in the tiny hamlet of Alplaus just across the Mohawk River from the city of Schenectady.

Management - employee compensation and organization Essay

Management - employee compensation and organization - Essay Example 232). A manager has to create a balance between these two types of rewards so that it recognizes the employee's motivation. The manager shall not choose it for them. Qn.2 What is the relationship between an employee's salary and his or her feeling of worth Explain your rationale from the viewpoints of an employee and a manager. How can managers create a balance between the two Total words: 250 An employee feels that salary fulfills his basic need and also gives him a feeling of higher esteem (Buelens et al., 2006, Pg. 177-179). An employee views salary as compensation to his skill sets, experience etc. Whereas, a manager, if he is responsible for the cost location, feels that salary is a cost on the organisation. A manager has to set out a balance in providing a salary structure which would mirror the worthiness in the minds of the employee, without jeopardizing the interest of the organisation. In reality, compensation is the one which satisfies the needs of an employee, and it is within its boundaries develops the employee's worthiness. Qn.3 What type of compensation component would you like to have through your employer that is not currently offered Explain your rationale.

The Islamic Association of Raleigh and First Presbyterian Church Essay

The Islamic Association of Raleigh and First Presbyterian Church - Essay Example I was eager to find out the similarities and the differences in the mode of worship, contents of their summons and how they address various critical issues facing the community such as security. Worship at First Presbyterian Church is based of several religious facets. They include actions that put the word of God as the principal reference. Some of these actions are; proclaiming the word of God, acting around the word, sealing the world and also spreading the word to non-believers. The First Presbyterian Church regards prayer as the most important avenue through which communication with God is done. Several prayer sessions are created during the session. The church believes that prayer brings the Holy Spirit closer to the congregation and there is high possibility that their needs and problems will be heard and determined. The service entails regular periods of song worship. The church believes that song unites the congregation in common prayer session where the Holy Spirit can descend to each one of them. Most songs are extracted from designated hymn books. The worship songs in the hymn books are categorized into several parts and applied depending on the part of the service. There are prayer songs, praise songs, thanksgiving songs and also inspirational songs. All the songs are added in order to supplement other element of the service such as prayers and preaching. Preaching at First Presbyterian Church is based on the bible. It involves interpretation of the bible verses based on the conviction through the Holy Spirit. The message is interpreted to the congregation by a preacher through a simplified interrelation that blends with a specific situation. For example, on the 30th March, 2014, the preacher at First Presbyterian Church in Raleigh, Dr Ed McLeod, prepared a sermon on ‘Why’. The sermon was aimed at incorporating the scriptures and real-life situation. The preacher gave real life scenarios that improve the quality of the