Competitive Marketing Strategies in UAE Hospitality

This assignment delves into the competitive marketing strategies employed by businesses within the hospitality industry in the United Arab Emirates (UAE). It explores various aspects of marketing, including market orientation, the 7Ps of marketing, online publishing trends, entrepreneurial marketing, and the impact of social media. The analysis draws upon academic literature and real-world examples to provide insights into the challenges and opportunities facing the UAE's hospitality sector in a dynamic global market.

Marketing Essentials
1

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
TASK 2..........................................................................................................................................11
2a Comparing EE Ltd and another competitors.........................................................................11
2b Producing marketing plan for EE Limited............................................................................15
CONCLUSION .............................................................................................................................21
REFERENCES .............................................................................................................................22
2

INTRODUCTION
In the modern era marketing is considered as one of the important concept that
significantly focuses on various activities that are relating with the purchase as well as selling of
wide range of merchandise to the target customers. This involves several activities that are
associated with advertising as well as delivery of the product to potential customers. Along with
this through utilization of marketing activities support can be provided in relation influencing
and inclusion of the customers with the products and services (Hashim and Hamzah, 2014).
Therefore such act assist in enhancing the loyalty of the customers towards purchase of range of
products and services. In order to attain goals and targets of the business. In order to attain goals
and targets of firm there is greater responsibility of the marketing manager in focusing on taking
into account the elements which are associated with extended marketing mix.
The main focus of the present study is towards gaining knowledge regarding the key
principles of marketing for EE Ltd. The company is mobile phone firm that is operating UK.
The organization's poor functional communication as well as lack marketing orientation assist
them in assessing the concept and role of marketing for the organization. Along with this report
will address the elements of extended marketing mix to the procedure of marketing planning that
assist in attaining targets of the firm with effectiveness. Along with this study covers promotion
plan that is needed for creating awareness of product in the market. At the end marketing plan
will be developed in order to achieve the aim and objectives of marketing.
TASK 1
3

Marketing is an approach to gain high level of profit with customer satisfaction. It
includes concentration on various factors related to product such as goods quality, price
determination, place and promotion of resources. Including this, marketing focuses to produce
and supplement services according to market demand as determining consumers attitude and
perception. It is able to recognize product value in market also presents competitive strategies to
make position to increase productivity and profit earning capacity of organization. It is valuable
for long term sustainability in market.
4

Current trends:- EE limited is of BT group provides mobile and network operating
services to large number of customers. At present, analyses of current trend is presented that
there is poor functional communication and lack of marketing orientation is determined. In this
regard, it is observed that organization is facing issue related to poor coordination of departments
as finance, production and operation, marketing and HR departments.
Future trends:- EE limited requires to implement marketing strategy by focusing on
service qualities and advertising techniques for its effectiveness. It is determined that by applying
effective marketing orientation tools company can implement its position in market through
facing complication. It can recover current issues by proper management of resources and
accurate market research. In addition to this, it can be forecast that in future time, there will be
increasing in demand for mobile and network services by providing great efficiency.
5

 Situation analyses:- At first, marketing manager of company requires to recognize
problem occurs at workplace. It includes factors such as determining problem, analyses
of causes that why this issue arises. Therefore, it is able to step forward to recover the
issue smoothly. Marketing strategy:- After analysing issue, next step is forwarded to prepare plans to
reducing the issue. It involves action plans and strategies to gain effectiveness and sustain
product value. Marketing mix decisions:- It includes decisions related to marketing tools as identifying
product qualities, pricing and analysing position and demand for services. Including this,
decisions are taken for further business activities.
 Implementation and control:- After organizing activities, the next step includes its
implementation and monitor. In this process, marketing manager of EE limited develops
product efficiency and also monitors critically to gain proper balance between production
and supplement of resources.
6

 Analyses of market research:- Marketing manager of EE limited recognizes product
value and position in market. It is accountability of manager to identify accurate market
position and product value in competitive market. Preparation and implementation of action plans:- For effective product value at market,
manager prepares and implements plans regarding services and marketing tools like price
determination and effective place to reach out customers for producing services.
 Makes decisions for production and distribution system:- It is responsibility of
marketing manager to makes decisions related to production and distribution of
resources. In this process, manager prepares strategy for quantity to produce services
according to market demand.
7

 Optimum utilization of resources:- Effective marketing manager role is valuable for
systematic production and distribution of mobile and network operating services. It is
useful for proper use of raw materials and reduction of wastage goods.
 Effective customer satisfaction:- Marketing aims to achieve great customer satisfaction
which influences demand and profit earning capacity of organization. Therefore, effective
customer satisfaction is determined.
8

Marketing department of EE limited is interconnected with other departments such as
finance, research and development, production and operation departments. It creates effective
environment of entity in market also increases strength to face competition and sustain product
value in market.
9

 Better quality services of EE limited:- Accurate market research is able to generate ideas
to gain better quality services of mobile and network services. Therefore, better
performance of workers emerges loyalty towards product services.
 Attractive tools to develop product in market:- Marketing essential as promotion is
useful to advertise and develop service value at high level. Thus, marketing is able to
increase demand and profit earning capacity of organization.
10

TASK 2
2a Comparing EE Ltd and another competitors
EE Limited is regarded as one of leading British mobile network operator as well as
provider of internet services that is involved in providing services with respect to
telecommunication to various segment of customers around the varied nations and region. The
organization is regarded as one of the well known and largest operator of mobile network
operator in UK. The services of the company are used by 28 million customers. Further it deals
in providing 4G mobile services within the area of Europe. Along with this the business have and
provide greater range of mobile network services that includes 2G, 3G as well as 4G in United
Kingdom. The business has 700 retain outlets around the region of UK. The major competitor of
EE Ltd is Vodafone (Hung, 2010).
11

Vodafone Plc is considered as one of the British multinational telecommunication which
deals in providing huge number of Telecom services as well as internet services to large number
of customers within local as well as global market. The company is operating in around 26
nations.
In order to attain business target as well as objectives both the organization's marketing
manager focuses on developing market plan that lay emphasis towards covering various aspect
that are associated with extended marketing mix. The key target of EE Limited in related with
becoming the leading network company around the world in addition to the development of new
digital services. Along with this, objective of marketing is in delivering outstanding broadband
and networking services by means authorized store or online platform (Jones and Rowley, 2011).
Moreover another EE Ltd target of marketing is towards increasing the customer base by 20% in
the years to come. Thus in order to attain the target of EE Limited the marketing manager focus
on the elements that are associated with extended marketing mix. Such has been presented in
manner enumerated below:
Product/ service: Te major element in the marketing mix includes the product and services that
needs to be offered in order to satisfy and meet the requirement of the target market. EE Ltd
offers various services to the customers. Therefore in order to enhance the base of customers by
20% in future course of time the marketing manager needs to focus on providing new services so
that they can fulfill the demand of customers (Brady, 2014). For example, in order to target
young customers or individual with low income firm is required to focus towards offering
prepaid services.
Price: In order to sustain dominant position within Telecom market EE Ltd needs to focus on the
skimming pricing. As this assist it in attaining sound position in UK market. There is presence of
various other operator of mobile network that influence low cost services for customers.
Therefore the focus of EE Limited has to be on offering extra services as it would increase the
value of the new services.
Place: Another element of marketing mix is place through which EE Limited is embodying
several channel (Brooks and Simkin, 2011). This assist it in making delivery of the services to
the final user. For instance, with enhancement in usage of internet services the emphasis of the
12

firm has to be over constructing the online websites as well as channels by means which the
customer can purchase services in an effective manner.
Promotion: The other elements in marketing mix includes elements in which emphasis of EE Ltd
is on several promotional as well as measures of advertising for the purpose of targeting the
customers which is through use of media in relation to conducting press conference as well as
releases so as to promote the new pre paid services for the mobile and broadband users (Desai,
2013).
Physical evidence: Physical evidence in EE Ltd is regarded as signage as well as punch lines that
demonstrates the attitude of service providers which is attracting the customers. Such includes
the punch line of EE Ltd.
Process: Telecom industry process is required to be customer friendly. This is in order to
increase purchase by greater number of customers of the prepaid services in order to satisfy their
needs.
People: This is regarded as the last element of extended marketing mix that includes people. It is
regarded as the major workforce within telecom firm which act as an aid in developing strategies
and enables towards higher interaction level in the customers. This is for the sake of attracting
them for making purchase of the product (Papasolomou and Melanthiou, 2012).
There is greater difference among the extended marketing mix of EE limited when
compared with Vodafone group Plc. As such it is regarded as global mobile company as well as
internet provider as well as features varied marketing procedure. Being a global mobile company
as well as provider of internet there is variation in the procedure of marketing mix. The
marketing mix of Vodafone plc is presented in the manner as below:
Product/ service: The main element in the marketing mix is referred to as the services as well as
product in which Vodafone plc is dealing with the services of networking. This is comprised of
Internet service provider as well as voice and messaging services etc. The major aim is in
relation with providing services for the sake of meeting needs for communication of the
customers (Wu, Kirkole and Huang, 2016). As compared with EE Limited Vodafone is offering
branded devices as well as 4G services for the sake of meeting the customer preferences. Along
with this some other services offered by Vodafone includes internet services, branded phones
and smartphones.
13

Price: Vodafone makes adoption pricing strategies that assist it in adding larger customers in the
product. It offers several offers by the means of discount rate method as well as premium pricing
strategy that is increasing its market share. Apart from from this it is providing certain schemes
that are on the basis of promotional codes that assist the firm in achieving positive response in
several other services of the business.
Place: Vodafone possess number of stores by which it is rendering services to the customers.
The store location are accessible in easy manner for the customers because of which the firm is
managing the after sales services (Extended Marketing Mix: The 7 Ps of Marketing, 2015). It
also manages the complaints of the customers to a greater extent. It has made use of concept of
care phones by which it is covering greater number of clients who can be served. With the
assistance of several tool mentioned the enterprise is able to match with the demand of the
customer in an appropriate manner.
Promotion: Greater number of tools for promotion are being used by the organization so as to
increase popularity of the product. It is advertising its product by means of famous actors and
sports personalities that reflects high goodwill of the organization (Ottman, Stafford and
Hartman, 2006). The business is making sponsorship for IPL matches that assist in advertisement
of the product of the firm.
People: Organization like Vodafone is offer sound training as well as development sessions that
is contributing in the entire development of their personalities. Apart from this it also assist in
upliftment of their skills so that they can carry out performance with effectiveness. The
enterprise is giving incentives as well as utilize other methods and offers them motivation for
performing in better manner.
Process: The cited business is believing in development of its process that is simple and can be
understood. Such would be effective for the customers as well as employees. The organization
makes sure that possess sound customer relationship management so that its products can be sold
in an effective manner within the market. Thus this enhances goodwill of the firm as well.
Physical evidence: The physical appearance of the business is made attractive. With the
assistance of innovative ideas such as decorating the outlet the customers can be attracted
towards the store. This reflects its dedication of service in relation with the customer through lag
line that is happy to help you. It is maintaining suitable code of conduct in order to work that
14

assist in maintenance of goodwill for the firm in an effective manner (Shank and Lyberger,
2014).
2b Producing marketing plan for EE Limited
Executive
In the present investigation the business is majorly focusing on the designing with the
plan that is comprised of marketing analysis in relation with the environment. As such they have
greater influence on the operations of the organization. Moreover in this regard they would make
adoption of various number of models for the sake of evaluating the micro as well as macro
environmental factors for the business (Stephen and Galak, 2012). The models is comprised of
SWOT, PESTLE as well as Porter's five forces that assist in carrying out greater analysis for the
business. This would act as an aid for the company in making development with effective
strategies that would result in achievement of greater success by the business.
Company overview
EE limited is one of the leading business within the industry that is carrying out its
operations in order provide mobile phone network all across the United Kingdom. It is involved
in offering greater number of products as well as services that is comprised of broadband
services, serving with fast network such as 3G and 4G and several other products that are
effective in serving the requirements of the customers in an effective manner. Moreover it is
being well known within the market for the best services as well as network to the end users.
Further it makes development as well as update its services and products in accordance with the
situation in the market (Cass and Julian, 2013). In the present era they have started to serve with
4G network to the individual that assist them in surfing the internet at fastest speed. This assist in
offering greater satisfaction to the customers. The firm is working with Orange as well as T-
mobile firms for the sake of making development of better services within the market.
Current marketing situation analysis Porters five forces: It is regarded as effective procedure that assist the company in
making evaluation in the internal situation of the business and determine them regarding
the threats as well as competitors within the market. This would assist them in expanding
the business at varied places within UK. The major elements that are involved under this
are as follows:
15

Threat of substitutes
EE limited is the firm that serves products and services which possess greater number of
substitutes within the market. Therefore such is becoming danger for the organization as in case
the product prices are high then the customers will switch to other product of its competitors.
Therefore it is significant for EE Limited to make development of unique products that possess
higher quality in order to attract greater number of customers towards the firm (Chaffey and et.
al., 2006). Further it is being forecasted that there would greater increase in the products and
services in the future course of time. Further it is being forecasted that there would be
enhancement in the products as well as services in the years to come as several companies are
rising and performing for the sake of making development of their product in the similar
industry.
Threats of competitors
In the present era there are number of firms that are emerging within the market that
implies that level of competition is being enhanced between the organization. Thus such would
have negative influence on the organization as there would be greater number of products that
are existing within the market (Kardes, Cronley and Cline, 2012). Thus it is significant for them
in developing certain innovative as well as effective product in order to meet the requirement of
the customers to a significant level.
Bargaining power of buyers
The power of bargaining of the buyers is very high. This is because there is presence of
larger number of competitors as well as close substitutes of the products as well as services that
are easily accessible by the customers. In this situation any alteration within the services that is
not satisfactory for the customers which can be rise in prices that is not affordable can lead to
switching over by the customer to other brand.
Bargaining power of suppliers
The power of bargaining among the supplier in situation of EE Limited is very low. This
is because it not aligned with any other business in order to get raw material. Such is due to the
reason that they make development of products and services on their own. Moreover they not
depending on any business for the sake of developing their products.
Threats of new entrants
16

For the company such as EE Limited it is very dangerous as mentioned, forecasting has
been made that various organization are making launch of their services in the similar industry
very soon. Thus EE Ltd is required to make certain concrete step in order to get an edge over
competitors. There is greater need towards developing the brand image within the market that
would attract and retain the customers towards them (Keillor, 2007).
External analysis
It is significant for the business to make evaluation of the external factors in order to
make development of the strategies of the organization. As such these factors affects the
functioning of the firm to a significant level. Therefore in this regard Pestle analysis is being
utilized in determining the external factors. Such has been enumerated in the manner as below:
Political factors: This has been viewed that network or telecom firms are not influenced by the
alterations within the political condition of the nation. This is because they are being carried out
by Ofcom that is independent and enables the services of the varied companies that are being
established within UK (Patidar, 2012). It is advantageous for such industry in sustaining within
the market as government has made declaration towards offering financial support through
investment of huge amount for welfare of connections as well as networks. This has acted as an
aid for the organization in making development with 4G network in order to serve suitable
support to the customers.
Economical factors: UK is regarded as one of most developed nation across the globe. The GDP
of the firm in increasing at a greater pace. Moreover it is highly advantageous for EE Ltd in
expanding their services in the varied market places. Further it has enhanced real power of
buying capacity of the customers.
Social factors: In the present era the individual are becoming highly focused over the
advancement in the technology which has resulted in increasing the need and demand for the
mobile as well as internet assessment. They are highly addicted in relation with the internet
services as well as application that are being served through this (Desai, 2013). Therefore it is
important for the business to come up with varied services that can offer higher level of
satisfaction to the customers.
Technological factors: In the present era use of mobile phones is being replaced by means of
need for computers. Now a days the individual to a greater extent are dependent over the
17

technology in order to accomplish the work. Therefore it is critical for the business in making
utilization of several advanced models of handsets for using faster experience of internet and
other services. This is considered as positive sign for EE Ltd as it can extend its services within
the market to a greater extent.
Environmental factors: Within the localities there are several towers that are making emission of
harmful radiation. This affects the health the individual in adverse manner. Therefore it is
important for firm that EE Ltd in making development of certain strategic plan wherein the
networks are being served through other means instead of the towers (Papasolomou and
Melanthiou, 2012). Along with this the sim cards needs to be biodegradable as it can help in its
decomposition in an effective manner.
Legal factors: The firms like Ofcom as well as EU telecommunication possess the responsibility
towards keeping control on the actions of EE Ltd. The firm makes sure that services as well as
products to a greater extent lay emphasis on the well being of the society. They also take care
regarding whether the activities are being performed in accordance with the norms of legal
authority.
SWOT Analysis
Strength
The major strength of the business is that it is serving the facilities such as roaming and
4G facilities that is attracting large number of buyers. Along with this it is having larger number
of stores that is giving higher support to the individual. It is first business that have been started
with 4G services within mobiles.
Weakness
Another major limitation of the business is that it is new to several individual as it came
into existence in recent time. Thus there is greater difficulty in attract all the target customers.
Further the company is suffering with the issue which is in relation with technology like weak
signals, proper network etc. It is considered as not well established brand in comparison with
other firms.
Opportunity
The major opportunity with the firm is that increase in the trends relating with mobile
phone and internet assist EE Ltd to grow within the market. Further it is able to make
18

development of 4G services that is more effective (Brady, 2014). Further it is serving at lower
price in order to attract wide range of potential customers.
Threat
The occurrence of greater number of business would increase the level of competition
within the market. There is enhancement in various cases that are associated with cyber crimes
that is creating doubts in the minds of customers. Moreover it is discouraging utilization of the
mobile phones and associated services.
Objectives
The main objective of the firm is towards overcoming with the points lacking in the
business in order to make development services that can be served to the target market. In this
regard they are required to launch varied services and products within the market in an effective
manner.
Strategy
Relationship with customers: They are required to make development of healthy association with
the customers in order to attract larger customers base towards availing the organizational
services. In this regard they need to offer them with the quality services.
ECRM: It is concerned with developing customer relation with electronic medium (Hung, 2010).
Moreover they needs to offer mail as well as messages to the customers so that they are able to
get updated with the latest services.
Segmentation, targeting and positioning
Segmentation: The organization can segment its market based upon the demographic as well as
psycho-graphic basis. In this majorly the focus is upon the age group in order offer them with
quality services.
Targeting: They can make adoption of the undifferentiated marketing in order to attain greater
number of customers. Therefore activities of promotion would assist the customers in knowing
about the product in an effective manner.
Positioning: This is very significant for the business in making adoption of the suitable
marketing tools as it has highly affected the customers towards purchasing the products as well
as services of the firm.
Tactics and actions
19

Within company such as EE Ltd the manager is required to make development of short
term strategies in order successfully attain the targets of the business (Hashim and Hamzah,
2014). The elements of such are enumerated as below:
To ensure maintenance of the decorum of the firm through making sure effective
communication at all the level within the business. Further it also includes training and
development of the personnel. Thus it makes efforts in making them more tech savvy in order to
tackle the issues in an effective manner.
Budget
The particular marketing plan is for EE Ltd. In this regard the company has set up 1000
gbp in performing the activities in an effective way. The budget of the firm has been enumerated
in the manner as under:
Activities Estimated cost (in GBP)
Research and development 200
Development of Database system 200
Activities in relation with Recruitment and
Selection
100
Employee relations 100
Activities associated with Training and
development
50
Advertisement, promotions and CRM 300
Miscellaneous expenditures (maintenace and
other related expenses)
50
Total 1000
Control
It is regarded as the major step that assist the firm in making determination of the
deviation within the performance. Such has greater significance making evaluation of the
performance so that it can meet with the set standards. This would assist the business in
attainment of the objectives to a grater extent. It is comprised of two stages that are mentioned as
below: Evaluation: It is very important for the organization in making evaluation of the
performance of the personnel so as to make sure that higher performance of business is
20

being encountered on whole. Thus such would assist the firm to make difference among
potential personnel from the one who are inefficient. Later improvement can be bought in
the employees by the means of suitable training (Ellis, 2005). While potential personnel
can be offered with sound incentives so that they can be motivated. Review: The managers is required to make review of the performance and keep check on
the performance level as well as ability towards meeting the expectations of the
customers. This would encourage in performing with greater efficiency.
Conclusion
The marketing plan developed assist in serving with the effective strategies that would
assist the organization in growing within the market to a greater extent. Moreover the tactics
devised by the executive would assist them in reaching the target market in an effective manner.
Thus objective of the organization can be attained in an effective way.
CONCLUSION
It can be concluded from the present study that it is significant for the company like EE
Ltd to make adoption of effective strategies in relation with marketing for the purpose of
growing within the market. Therefore in this regard they needs to make development of the
marketing plan that would assist them in expanding their business at varied locations. Moreover
in this relation they needs to make utilization of several models that is comprised of SWOT,
PESTLE and Porter's five force analysis on the cited business. This would act as an aid in
making evaluation of the environmental condition. Apart from this strength of the business
reflects that firm possess major competencies. This is in terms that it has started 4G services
within the market for the first time. This has assisted the customers to a greater extent. It has
been inferred from the study that in order to achieve success the cited firm needs to possess
strong marketing plan in accordance with the current trends as well as needs of the customers.
21

REFERENCES
Journals and Books
Brady, D.L., 2014. Essentials of international marketing. Routledge.
Brooks, N. and Simkin, L., 2011. Measuring marketing effectiveness: an agenda for SMEs. The
Marketing Review. 11(1), pp.3-24.
Cass, A., and Julian, C., 2013. Examining firm and environmental influences on export
marketing mix strategy and export performance of Australian exporters. European Journal of
Marketing. 37(3/4). pp.366 – 384.
Chaffey, D, and et. al., 2006. Internet Marketing. 3rd e. Prentice Hall.
Desai, S.S., 2013. An Analysis of the Competitive Marketing Strategies of the Hospitality
Industry in UAE. IUP Journal of Management Research. 12(1), p.22.
Ellis, P. D., 2005. Market orientation and marketing practice in a developing economy.
European Journal of Marketing. 39(5/6). pp.629-645.
Hashim, N. and Hamzah, M.I., 2014. 7P's: A Literature Review of Islamic Marketing and
Contemporary Marketing Mix. Procedia-Social and Behavioral Sciences. 130, pp.155-159.
Hung, J., 2010. Economic essentials of online publishing with associated trends and patterns.
Publishing Research Quarterly. 26(2), pp.79-95.
Jones, R. and Rowley, J., 2011. Entrepreneurial marketing in small businesses: A conceptual
exploration. International Small Business Journal. 29(1), pp.25-36.
Kardes, F. Cronley, M. and Cline, T., 2012. Consumer Behaviour. Cengage Learning
Keillor, D. B., 2007. Marketing in the 21st Century: Integrated marketing communication,
Volume 4. Greenwood Publishing Group.
Ottman, J. A., Stafford, E. R. and Hartman, C. L., 2006. Avoiding green marketing myopia:
ways to improve consumer appeal for environmentally preferable products. Environment:
Science and Policy for Sustainable Development. 48(5). pp.22-36.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3), pp.319-328.
Shank, M. D. and Lyberger, M. R., 2014. Sports marketing: A strategic perspective. Routledge.
Stephen, A. T. and Galak, J., 2012. The effects of traditional and social earned media on sales: A
study of a microlending marketplace. Journal of Marketing Research. 49(5). pp.624-639.
22

Wu, C., Kirkole, S. and Huang, Y., 2016. Environmental Protection: Essentials/Antecedents of
Digital Book Adoption. Theoretical Economics Letters. 6(05), p.1115.
Online
Extended Marketing Mix: The 7 Ps of Marketing. 2015. [Online]. Available through:
<https://blog.udemy.com/extended-marketing-mix/>. [Accessed on 31st January 2017].
Patidar, M., 2012. Marketing Process.[Online]. Available through:
<http://www.enotesmba.com/2012/11/mba-notes-marketing-process.html>. [Accessed on 31st
January 2017].
23