Hide Notes 

Slide 1: Dubai Brian Harris • Harry Liu • Arjun Misra • Karla Panchana Sima Patel • Mariya Soshinskaya • Lina Zamamiri
Slide 2: When surveyed a random sample of 100 individuals, we obtained the following results Have you heard of Dubai? Survey Says... What do you look for in a vacation destination? Af f orda ble 10% E njoy a ble C lima te 15% R ec rea tiona l Ac tiv it ies 30% After hearing about Dubai, would you like to visit? 90 80 70 60 83 What destinations would you like to visit in the near future? C ult ure 25% 50 40 30 20 10 Nightlif e 20% Dubai Macau 5% 15% 10 7 Vegas 25% 0 Yes No Maybe Paris 20% Hawaii 35%
Slide 3: Dubai.. Pearl of the Arabian Gulf •One of the seven emirates that make up the United Arab Emirates •Located on the Eastern coast of the Arabian Peninsula, in the South West corner of the Arabian Gulf
Slide 4: Dubai.. City of the Future •Unquestionably the commercial, leisure, shopping and sporting capital of the Gulf •Central location for emerging markets and trade with Europe, Asia, Africa and Russia, as well as being at the heart of the oil-rich Gulf region •The fastest growing economy in the world, with an international reputation as a fast moving, dynamic and vibrant place to do business and live •Encapsulates the ideals of a perfect cultural experience coupled with extreme entertainment for all ages
Slide 5: • Dubai is the land of glamorous hotels, exclusive leisure facilities and conference centers • A place with breath taking architecture which exudes affluence • A plethora of luxurious spas • World–class dining Dubai Attractions – hotels The Hydropolis hotel first underwater World’s Burj Al Arab The world’s only 7 star hotel Emirates T owers - Th e best Business H otel in Mid dle East
Slide 6: Dubai Attractions – Social Calendar •January – The Dubai - Marathon, Shopping Festival, International Jazz Festival, Emirates Cup Traditional Dhow Sailing Race •February - Dubai Tennis Championships •March - Dubai Desert Golf Classic, Dubai World Cup, Dubai International Kite Surfing Challenge, Dubai Fashion Week •May – August - Local and international events, - InternationalSailing Championship •April UAE National Jewelry exhibition •September - Local and international events (Dubai , the City that Cares festival) •October - Gulf IT Exhibition (GITEX), UAE Desert Challenge •November - Horse racing season •December - Rugby 7s, Dubai Air Show, Dubai Grand Prix, National Day celebrations, Biggest fireworks new years display, Film Festival, Ramadan!
Slide 7: The sun, sea, and sand are the perfect combination for sporting activities Scuba Diving & Deep Sea Fishing in the Arabian Gulf International Sports Events – Dubai World Cup & Golf Dessert Classics Dubai Attractions – Adventures • Waterskiing • Hobie Cat Sailing • Kneeboard & banana boat rides • Kite Surfing Sky diving & Paragliding – the perfect view from the sky! Skiing at the first indoor ski resort with the world’s tallest indoor ski slope Dune Bashing & Sand Surfing using the deserts to the fullest!
Slide 8: Dubai - The family paradise A popular destination for families from around the world Shop at some of the biggest malls in the world! Magic Planet - the largest family entertainment center in the Middle East Relax on the beautiful white sands of Dubai beaches Beat the heat at the numerous water and amusement parks Dubai Zoo
Slide 9: Dubai – A Cultural Experience.. Even at Night! A plethora of night clubs and bars which encompass a unique cultural aspect Spice Souk for a more traditional Arabian shopping No modern skyscraper can ever experience surpass the exquisiteness of these places of worship Experience Arabic hospitality and the rich culture
Slide 10: Dubai Situation Analysis Strengths • Center of the world - financial capital of the middle Weaknesses • Strict regulation on gambling east • Service based economy not dependent on oil • Subtropical arid climate with perfect weather for at least 6 months out of the year • Rich culture which is very accepting of others •Diverse array of attractions through out the year • Tax-free economy with no taxes on shopping • No prohibition on drinking alcohol • An exceptional balance between bring a business hub and a tourist attraction with terrific night life • Politically stable and almost crime free Opportunities • Growing real estate market • Growing popularity of study abroad programs • Green projects • Better higher education institutions • Expansion of attractions like cruise lines • Business globalization • High cost of living • High transportation density due to construction growth • General citizens of the world have limited about the attractions within Dubai • Limited partnership with airlines • Poor marketing, non-comprehensive website Threats • Uninformed people view it as a middle east city and are afraid of terrorism • Global economic recession • Rivals Hong Kong and China for shopping • Macau – the Vegas concept in China
Slide 11: • New International Brand Strategy – Globalization of the Vegas brand  Three market segments o Major markets – Canada, Mexico, and UK o Primary markets – European Union, Japan, Ireland, South Korea, Australia, New Zealand and South East Asia o Emerging Markets – China, Brazil, Russia, South America, India, Eastern Europe • Develop new attractions to further attract a wide spectrum of visitors  Addition of shows, competitions, and events ex: indoor scuba diving  Partnership with a variety of global cinemas to host award shows • Marketing to a new demographic ex: families, children, individuals under 21 and senior citizens • Residential growth • Promotion of business/corporate growth •Tighter regulations on security to create a safer environment Anticipation of Las Vegas’ strategy
Slide 12: Dubai’s Integrated Marketing Communication • Problem: Lack of awareness globally of what Dubai has to offer • Target Audience: The citizens of the world – something for all age groups • Objective: Inform and attract locals as well as tourists to the many diversified adventures and experiences Dubai has to offer! • Create awareness and interest about the aforementioned • Trial – The period of tourist vacationing in Dubai
Slide 13: Dubai’s Integrated Marketing Communication
Slide 14: Additional Strategic Advancements for Dubai Further strategic advancements that Dubai can undertake to distinguish itself • Further enhance tourist inflow through new channels • Dubai cruise line • More open channels of transportation to access Dubai ex: tubes, trains • Strong network of airlines that fly through and stop at Dubai • Continued focus on the needs of locals to retain a strong resident base • Creating opportunities for people to work • Student opportunities – establishing top rated universities • Community enrichment programs • Enhance study abroad/intern abroad opportunities • Collaborating with companies and universities to create opportunities