Discuss the Core Concepts and Principles of Marketing at the Burj Al Arab Hotel, Dubai

3101 Words May 5th, 2012 13 Pages
Discuss the Core Concepts and Principles of Marketing at The Burj Al Arab Hotel, Dubai

Introduction
Hugh Taylor from Edwardian Hotels stated that ‘Marketing is not an elusive art, it is more a science of identifying customer needs and wants and presenting a package that answers these needs’ (1993, pp.16). I am going to be investigating the core concepts and principles of this ‘science’ and how it applies to the Burj Al Arab Hotel in Dubai.
The Burj Al Arab, also known to some as The Burj, is the landmark hotel of Dubai with a height of three hundred and twenty one metres and magnificent architecture. It oozes luxury with its fantastic facilities, exceptional service and wealthy clientele. I am going to be looking at how they have
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For this category, The Burj is targeting middle aged and older couples of all races who have a good education and a high income. Psychographics looks at social class, lifestyle and personality therefore The Burj is targeting high class people who are looking for a luxury break with their partner. Behavioural segmentation is based on the use of a product. For example, The Burj is the type of hotel that people aspire to stay at during some point in their life. The people that stay there are either very wealthy and stay there on a regular basis, or people who plan on going there once for a special occasion or a treat.
Market positioning is the way that the customers define the product in the way of its important elements. For example, its physical attributes such as if a hotel has a spa or a pool, personnel which is based on how good the staff are, location and if it is conveniently placed and image, which is really about the products reputation and branding. For the Burj Al Arab, it is mainly defined by its physical attributes such as the fact that it was built to resemble a billowing sail of a dhow, which is a type of Arabian vessel (Dubai Architecture, 2011). The architecture makes it stand out from all the other buildings in Dubai seeing as it has now become a landmark for the country. It also has many features such as a spa, a private beach and many other attributes

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