Executive Summary
The 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 help of SWOT analysis and Porter's Five Force Analysis to examine the current state of the environment and plan against future threats and opportunities. The report identifies the major competitors of Burj Al Arab. It then uses the above information to formulate strategies which would enable the company to maintain their profit levels and enhance their market share in a time of the economic crisis. It also designs an implementation plan that would identify the activities to be implemented by the company to achieve their desired strategic objectives.
The report recommends that the company should avoid offering price discounts or adopt any strategy that would affect the market positioning of the company. Nevertheless, they should work towards offering more value for money to their customers and look for new ways to attract them.
Introduction
The 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 conducts an analysis to understand the current trends in the internal and external environment of the company. It uses strategic tools to understand the positioning of the company in the Dubai market. It then formulates strategies which would enable the company to emerge successful in the...