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Strategic Mapping Of A Dubai Based Hospitality Organization - Jebel Ali International - Essay Example

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Strategic Mapping Of A Dubai Based Hospitality Organization - Jebel Ali International

Jebel International Hotel strategies will be analysed using tools for business analysis such as SWOT, five forces model and value chain management.
The Dubai Based Hospitality Organisation Jebel Ali Gold Resort & Spa is located in Jebel Ali, 2.5 Km away. It a forty minutes drive from Dubai International Airport and city centre. The hotel is situated in 128 acres piece of land with stunning natural feature. The hotel is housed in a five storey building commonly known as the legend of Dubai. The entrance to the hotel is signified by its famous blue marble that is faceable from a distance meaning one is entering a world class hotel. Within the building are a number of shops and boutiques where the hotel guests do their shopping. Many people prefer to take their family at this hotel or even for business stay. 1
Jebel International hotel is part of Dutco Group of Companies that was established by Yousuf Baker in 1947. The late Sheikh Rashid Bin Saeed Al Maktoum re-constituted the company the same year and it became Limited Liability Company. 2
The management of the hotel ensure that they spot the emerging trend in what their customers look for in a hotel. They ensure they identify a new opportunity for exploitation in order for them to have a large market share in terms of hotel clients. The demographic analysis shows that Jebel Ali Gold Resort & Spa is located in a conducive environment for the purpose of attracting more customers and retaining the current one. This was done after doing a feasibility study in their market and hotel industry at large and offers what their competitors are not offering. This ensures that the hotel made better decisions in terms of marketing and facilities for their hotel. (Jebel Ali International Hotels, 2006)
By forecasting on their customers' tastes and preferences, the management of Jebel International Hotel are able to satisfy them by ensuring they offer world class services in their hotel. This competitive advantage ensures that the hotel attracts and retains customers and by the time their competitors adopt their new technology, they have already made enough sales.
Jebel International Hotel has strengths for being one of the leading companies in the hospitality industry in the Middle East. This is so because it has created a brand name in the industry thereby it has a strength against it competitors.
Strengths also can be seen in the capacity of the Hotel. The hotel is built in a five storey building hence it has a large capacity in terms of accommodating visitors. Since the hotel has a large visitor's capacity, it is able to accommodate more visitors against its competitors. Rarely can one get at their hotels and miss a room to stay.
Visitors to the hotel are usually welcomed and escorted to their beautiful rooms. This excellent customer service ensures that customers always come back after being treated well by the employees of the hotel. This kind of strength enables the hotel to always prevail in the market in terms of the number of visitor's visiting the hotel. This increase the sales of the company hence they remunerate their employees fairly. 3
The infrastructure on the other hand are excellent hence are strengths to the Hotel thereby ensure that the hotel ...Show more


This paper discusses how Jebel Ali International hotel created value by connecting strategic objectives in explicit cause and effect relationship among them in the four balanced scorecard (BSC) objectives. The BSC objectives include: financial, processes, customers and learning and growth…
Author : yrunolfsson
Strategic Mapping Of A Dubai Based Hospitality Organization - Jebel Ali International essay example
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