Tourism and Dubai

Topics: Dubai, Marketing, Tourism Pages: 34 (10925 words) Published: August 21, 2013
3/21/2013
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Tourism Marketing| Definitely Dubai|

Table of Contents
Introduction4
Product Offer5
Pricing Strategy5
Service concept5
Key marketing strategies6
Main target market6
Main challenges faced:7
Environmental Analysis7
Marketing information system (MIS)8
Recurrent information8
Monitoring information8
Requested information8
Environmental Scanning:9
PESTEL analysis:10
Political:10
Economical:11
Social:-12
Technological:-12
Ecological:-13
Legal:-13
Environmental scanning procedure14
Situational analysis15
Strengths16
Weakness16
Opportunities16
Threats17
Target market analysis17
Market segmentation18
Geographic segmentation18
Psychographic Segmentation20
Potential markets profile21
India:21
United Kingdom:22
South Korea:23
Competitive Analysis25
Significance of Competitive Analysis on Market Mix26
Various stages of Competition:28
SWOT ANALYSIS:30
SWOT ANALYSIS OF DUBAI31
Strengths:32
Weakness:34
Opportunities:35
Threats:35
Market Positioning:35
Future plan of Dubai to endorse tourism and have competitive advantage above its competitors:36
Conclusion:37
Product Strategy37
Market Positioning Strategy38
Competitive Positioning Strategy:38
Brand Strategy:38
Marketing Mix Strategy:39
References:40

Introduction
Dubai is one of the seven emirates in the United Arab Emirates. It is the second largest emirate by area 4,114km2 after Abu Dhabi. Dubai is considered to be the jewel in the Middle East. Dubai has risen to be a well planned and developed city from the oasis in the dessert. It is a young tourist destination which has gained popularity recently. Dubai is the most populous emirate of the seven emirates of Unite Arab Emirates. It is one of the few cities that have rapidly transformed itself into a developed city. Dubai is the link between the east the west. It is one of the major transit stops for all the airlines who are travelling around the world. In the year 2009 Dubai was hit with an economic crisis post which Dubai managed the downfall very well and since then it has had a booming economy till now. Dubai is certainly the destination of the 21st century. It has been popular with the tourist for its shopping festivals, malls and well developed infrastructure. Though Dubai was the first city to develop in the tourism sector in the Middle East it is very difficult to sustain because its neighbouring competitors are also striving hard to gain popularity in terms of tourism in the world. Dubai has over 2 million people from more than 200 nationalities, it is one of the most cosmopolitan cities in the world, just when you think you’ve seen it all, a new project is announced , whether it is the launch of a sports stadium, a mega commercial tower, a residential enclave or yet another shopping mall. Dubai is constantly on the move, striving for greater heights and more facilities and comfort for its residents and visitors.

Product Offer
Dubai has been one of the top tourist destinations in the world. Due to the impressive boom in construction on a very grand scale it attracts tourist all over the world. In the year 2009 Dubai attracted 7.8 million visitors even though there was an economic crisis going on. Many tourist attractions have been built to attract the tourists. Dubai expects 15 million visitors by the year 2015. Dubai is popular because of its geographic location as it is very easily accessible by most of the Asian countries and the Indian sub-continent. Dubai is known for its splendid infrastructure, it has a wide range of products to offer to the tourist ranging from big sophisticated malls, parks, zoos, museums, stadiums, beaches and luxurious hotels. Dubai is also known for its masterpiece the manmade islands namely Palm Jumeirah, Palm Deira, Palm Jabel Ali and the world. Dubai has the tallest building in the world called the Burj khalifa...

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Abu Dhabi Tourism. (2013). Retrieved from Museum And Galleries: http://www.visitabudhabi.ae/en/what.to.do/museums.galleries.aspx
Depart of Tourism and Commerce of Dubai
DWTC. (2013, march). http://www.dwtc.com/en/About+Dubai/Dubai+Facts+%26+Figures. Retrieved 03 19, 2013, from http://www.dwtc.com.
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Hsu, C., Killion, L., Brown, G., Gross, M., & Huang, S. (2008). Tourism Marketing: An Asia-Pacific Perspective. Milton, Qld: John Wiley & Sons Australia, Ltd.
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Kotler, P. (n.d.). http://www.slideshare.net/bhansalijayanti/marketing-information-system-presentation. Retrieved 03 18, 2013, from http://www.slideshare.ne.
Kumar, B. (n.d.). http://www.ameinfo.com/dubai-top-10-tourism-destinations-world-330526. Retrieved 03 18, 2013, from http://www.ameinfo.com.
Lee, H., & Jain, D. (n.d.). http://www.palgrave-journals.com/pb/journal/v5/n3/fig_tab/pb200914t1.html. Retrieved 03 21, 2013, from http://www.palgrave-journals.com.
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