The History Of The Emirates Palace Marketing Essay

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National Day is an annual day celebration to honor the UAEs independence from the
Great Britain, known as Al-Eid Al Watani in Arabic. The UAE is celebrating National
Day on 2nd December each year as pride, patriotism and honor with great Zest. It is one
of the biggest events and exhibitions in the UAE celebrated among local as well as
tourists which serves great opportunity for the hospitality sector in the UAE (National
Day Celebration in Dubai ).
National Day is declares as national holiday, sequences of events are organized, all
important as well as private momentum in the city are opened to public that is more
appealing and attractive for tourists as most of the people take their families for
excursion to celebrate holidays. At this time, tourists also get to support residents and
get interconnect with the UAE and thus, it provide great insight into the arts, music,
culture and dance of the UAE. Hence, national day in the UAE offers wide opportunities
for hotels as large customer segment visits UAE in this period of celebration (National
Day Celebration in Dubai ).

Target analysis:
The Emirates Palace is one of the most luxurious hotels of Abu Dhabi and iconic as the
five star intent in the hospitality sector of the UAE. The company as adopted the
integrated marketing communication strategy in order to develop the market and define
the target audience on the following four bases.

Demographical segmentation:
The National Day celebration invites Emirati people, expatriates as well as tourists
without any restriction and limitation on the basis of age, gender, social class, ethnic

group, professionals and occupation etc. The event is open for all type of age groups and
social class and thus, has strong factor of demographical segmentation that fulfill all the
requirements of luxury and comfort of the Emirates Palace (GOO, 2008).

Geographical Segmentation:
In terms of geographical segmentation, the National Day events large market segments
of population, culture as well as region because there is no restriction on the basis of
demographic segments. The customer group includes Emirati people, visitors, guests,
tourists and expatriates of all age group (GOO, 2008).

Psychographics Segmentation:
National Day is itself comprises attitude, value for nation, pride, self image etc and
hence; it can be celebrate with different strategies and planning of activities and
programs.

Positive Market Segmentation:

The Emirates Palace has positive market segmentation as the whole region is in
influence of celebration and wants to enjoy the National Day so this is the again high
potential market segmentation for the Emirates Palace (GOO, 2008).

Marketing expansion strategies

Ansoff's" Product Market expansion Grid is considered to be very successful in order to
determine business growth opportunities. The product market expansion grid is based
on two dimensions i.e. products and markets. These two dimensions is further analyzed
and resulted in the following four growth strategies (Product Market Grid). They are:
Market Development
Market Penetration
Product Development
Diversification

Ansoff Matrix
Source: (Product Market Grid)
The Ansoffs' expansion strategy is very useful in determining growth opportunities as in
this grid, current and new products lies in the same dimension while current and new
products on other dimension. The market penetration, product development, market
development and product development are the four developing strategies which are
developed with the two dimensions markets and products, are found to falling out of the
grid. According to the Ansoff's" Product Market expansion Grid, the management first
considers and emphasizes on gaining more market share with its existing products in
the current markets, this strategy is known as market penetration. Further, the
management tries to develop new market for their current product i.e. market
development. In this strategy, the company tries to develop new market or new
customer segment for existing products (Product Market Grid).
After the expansion of the Market penetration and market development, the
management can develop new products of potential interest of their current markets i.e.
the management can develop product "product development". Finally, the company will
review in order to develop new products for new markets, this strategy is known as
diversification strategy. Diversification strategy deals with the expansion of the products
according to the requirement of new markets (Product Market Grid)
As per the analysis of Ansoff's expansion strategy, the Emirates Palace is found to be
focusing on the Market Penetration strategy i.e. the management tries to gain more and
more market share with focusing on current market with their current products and
services. The Abu Dhabi has wide opportunities in the current market which consists of
high number of visitors, guests and tourists. As per the current markets of Abu Dhabi
the Emirates Palace is more focusing on the luxury and comfort of their customers
rather than making profit. Hence, there are great potential in the Abu Dhabi's current
market with their existing products as well as services (GOO, 2008).
The management of the Emirates Palace needs to analyze the marketing strategies and
customers requirements and perceptions and thus, the management can adopt the
product development strategies. After deep analyzing the strategies and management
policies, it is suggested that the Emirates palace can develop products according to the
potential of current market. The management has associate high price list with the

services offering to customers, based on their products. The company can modify their
products according to the requirements of the customers and can revise price list of the
products. The management can also introduce new products and services with targeting
middle class customers and tourists. The Emirates Place aims of high standard comforts
and luxury which is of very high rates. Therefore, the company can introduce new
products and rates with minimizing the cost but without negotiating the quality.

National Day is a day of celebration of all the Emirati's People which has no limitation of
demographic and psychographics segmentation. Therefore, the management of the
Emirates Palace can also target to the middle class families, visitors and tourists with
developing new products to the existing market.