Online from: 2011
Information: About this Collection
|Title:||Jumeirah Group, UAE|
|Author(s):||Melodena Stephens Balakrishnan (Associate Professor (Marketing) in the Faculty of Business and Management, University of Wollongong in Dubai, Dubai, United Arab Emirates)|
|Citation:||Melodena Stephens Balakrishnan, "Jumeirah Group, UAE", Emerald Emerging Markets Case Studies Collection, (2011)|
|Keywords:||Branding, Communication management, Competitive analysis, Consumer behaviour, Market segmentation|
|Article type:||Case study|
|DOI:||10.1108/20450621111110311 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
|Acknowledgements:||Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision making. The author/s may have disguised names; financial and other recognizable information to protect confidentiality.|
Subject area – Communication strategy, segmentation, branding, customer value, competitive analysis.
Study level/applicability – Undergraduate and Postgraduate Business and Management; Hospitality and Tourism Management; and Communication Management Students.
Case overview – This case spotlights the Jumeirah Group an indigenous United Arab Emirates brand and a leader in the hospitality sector, managing iconic properties like The Burj Al Arab and Emirates Tower. This case focuses on the Chopard's Ladies floor, a full floor dedicated to women and managed by women. Jumeirah was the first to introduce this concept in the Middle East. The case highlights the challenges of maintaining a first mover advantage; adapting to change, developing a multi-pronged communication strategy and indentifying key target customers.
Expected learning outcomes – This case can be used to teach concepts from marketing management (segmentation, targeting, customer perceived value, the consumer buying process, and marketing mix); competitive strategy (environmental analysis, how to chunk down information from a macro-context to a micro-context; concept of synergy; benchmarking and choosing strategic groups; industry analysis) and communication strategy (setting a communication objective; choosing the communication mix, and building control measures).
Supplementary materials – A teaching note is available on request.
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