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

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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.


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. ...
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