Strategic Marketing Analysis: Burj Khalifa's Success

The assignment provides an in-depth analysis of the marketing strategies employed for the Burj Khalifa, the world's tallest building and a major tourist attraction in Dubai. It explores the application of S.M.A.R.T. (Specific, Measurable, Actionable, Relevant, Time-bound) objectives to the Burj Khalifa's marketing campaigns, focusing on increasing awareness, driving tourism, and enhancing Dubai's public perception. The report examines how these objectives are measured and implemented, including both qualitative and quantitative goals. It further discusses the relevance of the marketing efforts to the Burj Khalifa's brand equity and the importance of time-bound goals in achieving campaign success, as well as the objective of attracting visitors and revenue. The report highlights the Burj Khalifa's role as a symbol of Dubai's identity and a key driver of the tourism industry.

Burj Khalifa is a towering architectural marvel, indeed. It is the tallest building in
the 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 amazing
height 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 marketing
campaign 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 an
average occupancy rate of 95%. These properties would generate an average of
US$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 has
been accomplished? - measurable must have a way to measure or assess
whether it has been accomplished. Without this, how would one know that it has
been 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 we
are 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 within
6 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 stay
focused 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 for
how 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 as
utility 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.
Explanation
Introduction
Burj Khalifa is a towering architectural marvel, indeed. It is the tallest building in
the 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 amazing
height 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 marketing
campaign 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 an
average occupancy rate of 95%. These properties would generate an average of
US$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 has
been accomplished? - measurable must have a way to measure or assess
whether it has been accomplished. Without this, how would one know that it has
been 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.
Auction-able - 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 we
are 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 within
6 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 - 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 stay focused 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 for
how 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 as
utility 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.
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.
References
Sotoudehnia, M., & Rose‐Redwood, R. (2019). 'I am Burj Khalifa': Entrepreneurial
Urbanism, Toponymic Commodification and the Worlding of Dubai. International
Journal of Urban and Regional Research, 43(6), 1014-1027.
BENHAMMOU, A. (2020). City Marketing of Dubaï, characteristics and underlying
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Khan, M. S., Woo, M., Nam, K., & Chathoth, P. K. (2017). Smart city and smart
tourism: A case of Dubai. Sustainability, 9(12), 2279.
Al Kassim, Z. S. (2016). The impact of Dubai's architectural wonders on the daily
indigenous performance in light of cultural modernity: A comparative case study
between Burj Khalifa and Burj Al-Arab.
Doherty, P. (2014). Smart Cities: A new Dynamic for the Middle East.