Marketing Practices of Jumeirah Emirates Tower Hotel Group

Running Head: Marketing & Management
Marketing &Management

Marketing & Management 1
Executive summary
The aim of the report is to throw light on the marketing practices that are carried out by the
Jumeirah Emirates Tower Hotel Group. The new manager of the company wants to get familiar
with the corporate objective and goals of the company. The report includes the detailed analysis
of the company its products and services, culture, vision, performance of the company,
marketing environment that can affect the working of the company, corporate social
responsibility fulfilled by the company and the targeting and positioning strategy of the
company. The company should take the necessary steps to bring the changes in the position in
the market.

Marketing & Management 2
Contents
Executive summary.........................................................................................................................1
Introduction......................................................................................................................................4
Overview of company......................................................................................................................5
Vision...........................................................................................................................................5
Culture.........................................................................................................................................5
Objective and goals......................................................................................................................5
Product and services....................................................................................................................6
Performance of company.............................................................................................................6
Marketing Environment...................................................................................................................6
Macro analysis.............................................................................................................................7
Political factors........................................................................................................................7
Economic factors.....................................................................................................................7
Social factors...........................................................................................................................8
Technological factors...............................................................................................................8
Environmental factors..............................................................................................................8
Legal factors............................................................................................................................9
SWOT Analysis...........................................................................................................................9
Pyramid of Corporate Social Responsibility.................................................................................11
Target market.................................................................................................................................13

Marketing & Management 3
Positioning.....................................................................................................................................14
Recommendations & Conclusion..................................................................................................15
References......................................................................................................................................16