Sample Assignment on Burj Khalifa
6 Pages3060 Words361 Views
Added on 2021-06-17
Sample Assignment on Burj Khalifa
Added on 2021-06-17
ShareRelated Documents
Burj Khalifa is a towering architectural marvel, indeed. It is the tallest building inthe world and dominates Dubai's skyline. However, what's most fascinating about Burj Khalifa is not its height or even its architectural aspects but rather how it was marketed.With over 20 million visitors annually, it is one of Dubai's prime tourist attractions and cynosure of global attention. Burj Khalifa was conceived, designed and constructed as a vertical city comprising residential, commercial and hotel spaces.So when it comes to marketing Burj Khalifa, you need to keep in mind that the audience is not just limited to domestic or international tourists, but also business travelers from around the globe.The S.M.A.R.T. marketing objectives for Burj khalif are:Specific -The Bahraini monarchy has identified the Burj Khalifa as a key symbolof their identity. The tower is designed to be distinctive, valuable and memorable in every sense of the word without compromising value.The Burj Khalifa is well-known in most countries around the world for its amazingheight and sleek design. to be the number 1 iconic property in Dubai and a global leader that set standards of design and innovation, commercializing its brand as the world's most innovative luxury hotel company. First, it is important that we develop a clear understanding of what will be considered a successful marketing campaign. By using the goals to serve as criteria, we will be able to more objectively measure what constitutes a successful campaign and how well we are achieving our objectives.The following are the goals for our marketing campaign.Increase the awareness of the Burj Khalifa and its history within the tourism industry and surrounding nations. Increase tourism to Dubai and ensure greater profitability by increasing traffic by at least 5%, ideally 10%. Increase positive public perception of Dubai, ensuring that negative perceptions from foreign media sources do not negatively affect tourism. Capitalize on global interest in the Burj Khalifa by using it as a basis for the newly-developing entertainment district downtown, Media City.Measurable - Second, the extent to which we will be able to measure our success will set the tone for how well we meet our objectives. This is imperative because for us to hold ourselves accountable for our results, it is important that we understand what constitutes a successful campaign. The goals of our marketing campaign are clearly measurable. The goals of an effective marketingcampaign can be set in two categories: qualitative and quantitative. To reach profitability within 5 years by opening 4 high-end properties (1 per year) with anaverage occupancy rate of 95%. These properties would generate an average ofUS$50mn in EBITDA.MA - measurable must have a way to measure or assess whether it has been accomplished. Without this, how would one know that it hasbeen accomplished? - measurable must have a way to measure or assess whether it has been accomplished. Without this, how would one know that it hasbeen accomplished?Measurable this component requires one to establish clear measurements. This
will provide data on what strategy is working best or demonstrate evidence of progress.- measurable must be something that has a quantifiable level of progress or achievement. A - actionable indicates what employees should do in order to achieve the goal. Measurable must be something that has a quantifiable level of progress or achievement.Actionable - to reach profitability within 5 years by opening 4 high-end properties (1 per year) with an average occupancy rate of 95%. These properties would generate an average of US$50mn in EBITDA.to reach an operational efficiency of 80% by reducing the cost per available room by a factor of 2.5 and improving profitability by US$50mn per property. actionable indicates what employees should do in order to achieve the goal R - relevant describes the focus of the goal; relates to or benefits the organization, its people and customers.Finally, the quantitative and qualitative goals of an effective marketing campaign are not enough. There must be measures in place that ensure that weare able to actually take action and ensure we are meeting all our objectives. The following list illustrates the kind of measures that will be used to measure our success.Relevant - to increase brand equity and loyalty to Burj Khalifa and achieve 80%customer satisfaction, according to the global management consultancy firm, APCO.to increase the company's value through an IPO that would enable them to list on a global stock exchange in 2010 valued at US$1bn.Burj Khalifa is the world's tallest structure, standing at 830 meters (2,722 ft). It was designed by Adrian Smith, who worked with Skidmore, Owings & Merrill of Chicago and Gensler of San Francisco. The structural engineer was Bill Baker and the contractor was Samsung C&T of South Korea. Relevant describes the focus of the goal; relates to or benefits the organization, its people and customers. T - time-bound must be set with a specific time frame, such as within6 months. The last criterion is the most important of all because it ensures that we are taking action towards fulfilling our goals, and will ultimately lead to a successful end result. But why is relevance important? Because our goals are relevant to the Burj Khalifa and thus any efforts towards achieving them will be relevant. The goals are directly relevant to the Burj Khalifa because ultimately, our end result will be an increase in tourist visits to the Burj Khalifa, which will also increase revenue for businesses in general.Time bound measure is key to ensuring that we do not lose focus on our goal of increasing tourist visits. The knowledge that we have a deadline helps us stayfocused on the goals and also ensures that we are not taking extended periods of time to achieve them.In order to meet the time-bound criterion, we must set the completion date of our campaign well in advance. The following schedule will serve as our guide forhow long we have until our deadline arrives. Given the fact that marketing campaigns must be established in advance of a deadline, we will not be able to meet our objectives without planning well in advance. This is important to note because there are also many competing goals that must be set. To attract one million visitors to the hotel and retail complex in year one, generating US$1.5mn
in EBITDA (earnings before interest, taxes, depreciation, and amortization). Burj Khalifa was designed to be the centerpiece of an even larger project called Downtown Dubai. The developer estimates that complete construction will take 40 years, although the tower may be finished in 2009 if construction is accelerated. Costs have already been incurred on infrastructure projects such asutility connections and roads for Downtown Dubai.to achieve all objectives within a 5 year period.Time-bound must mean finishing the goal before a specific date so there is motivation to accomplish the goal by that date.- time-bound must be something that can be accomplished within a specific time frame. or Time-bound must have a due date, such as December 31st. Ensures that the goal is clear and specific so it can be accomplished in a timely manner.In Conclusion The objective of our marketing campaign is to take a reminder of Dubai's most iconic and record-setting building. The Burj Khalifa is the tallest man-made structure ever built, and this tourism aspect represents one of the city's most important industries. However, the accessibility that comes with being a major tourist destination presents certain risks to both businesses in general and to Dubai specifically, so it is important that we take all necessary precautions. The following aligns with our S.M.A.R.T. marketing objectives and will help us achieve our goal of increasing international awareness of the Burj Khalifa.ExplanationIntroductionBurj Khalifa is a towering architectural marvel, indeed. It is the tallest building inthe world and dominates Dubai's skyline. However, what's most fascinating about Burj Khalifa is not its height or even its architectural aspects but rather how it was marketed.With over 20 million visitors annually, it is one of Dubai's prime tourist attractions and cynosure of global attention. Burj Khalifa was conceived, designed and constructed as a vertical city comprising residential, commercial and hotel spaces.So when it comes to marketing Burj Khalifa, you need to keep in mind that the audience is not just limited to domestic or international tourists, but also business travelers from around the globe.The S.M.A.R.T. marketing objectives for Burj khalif are:Specific -The Bahraini monarchy has identified the Burj Khalifa as a key symbol of their identity. The tower is designed to be distinctive, valuable and memorable in every sense of the word without compromising value.The Burj Khalifa is well-known in most countries around the world for its amazingheight and sleek design. to be the number 1 iconic property in Dubai and a global leader that set standards of design and innovation, commercializing its brand as the world's most innovative luxury hotel company. First, it is important that we develop a clear understanding of what will be considered a successful
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Project Management of Burj Khalifalg...
|9
|2183
|174
Save Magpie Goose - Fundraising Campaign for Awarenesslg...
|5
|704
|446