FUNCTIONS OF MARKETING SERVICE INDUSTRY

Functions of marketing

The key concept and functions of marketing into an existing service industry

Introduction

Hotels are world-beaters. They supply persons comfort and luxury with over the edge technology. How do hotels function in this vast comparable market of journey and tourism? How do inns operate by inculcating all the diversity and diverse components of globalisation? How do they develop themselves into a thriving establishment by profiting an edge over its competitors? Dubai and its Burj AL Arab inn are absolutely successful cases. The aspires and objectives of the task is to analyse and differentiate diverse schemes, which Burj AL Arab hotel follows to align with the risk natural environment in Dubai it functions, in order to increase its earnings and to be one of the finest world recognition.

Marketing functions

Dubai is situated in United Arab Emirates, which is bordered in the north by Arabian Gulf, east and south by sultanate of Oman and Saudi and to the west by Qatar and Saudi Arabia. It is a predominant Muslim country with Islam as its main religion. The homeland has a large dependence on oil and natural gas trade goods where enterprise furthermore follows

This has encouraged the flourishing of a large number of hotels in Dubai, which has created a lot of tourists visiting the country over a long period of time.

Core concepts of marketing for a relevant service industry

Burj AL Arab is mentioned to as the "Arabian tower". Centrally located in Dubai and with a height of 321m, it is the tallest hotel in the world. The hotel was built on a man made island 280m offshore, appearing to look like a sail or a "jib" to devout sailors. It has a total of 202 duplex suites and it is an all suite hotel. Identify and explain the rationale for developing different market segments

From risk analysis and review of the competitive environment aspects, this article expounds the intuition of Dubai and its Burj AL Arab hotel that is managing to strive the highest quality in the hotel industry. The risk analysis comprise cultural aspects, economical aspects, demographic aspects, social behavioural aspects, and political and legal aspects; the review of competitive environment consists of analysis of the nature of competitive environment, capitalizing Porter's 5 forces, Porter's competitive strategies and competitive tactics, and directional strategies based on the case of Dubai and its Burj AL Arab hotel.

Opportunity and issue analysis

A bold and forward-looking society, Dubai proudly treasures its culture and traditions. It has a tolerant, cosmopolitan society that maintains its Islamic values and culture.

Although somewhat tolerant and calm, Dubai's culture is firmly rooted in Islam. Most Emiratis are Sunni Muslims, and numerous pertains to the firm Wahhabi sect (www.zuji.com). Population makeup is quite diverse: only about a quarter of Dubai's people are Emirati; Russian, Iranian, and Filipino traditions contribute to the overall feeling of Dubai. Arabic is the authorized dialect, but English is the language of business. Urdu, Farsi and Malayalam are furthermore ...