Dubai land Case Study: Would the Pharaohs have dared?

Thèmes abordés

Dubai dubailand stratégie tatweer

Résumé du document

Dubai is one of the seven Emirates that constitute the UAE - United Arabic Emirates - located between the Persian Gulf and the Oman Gulf on the Arabic Peninsula. Dubai is neither the capital nor the most populated Emirate, but it is the most popular and well known. Its fame is due to the media coverage of the gigantic real estate and incredible constructions this Emirate has achieved. Dubai has become the symbol of man's excess, with the highest building in the world, Burj Khalifa, which is 828 meters high. Dubai claims to be the leading destination for luxury tourism, and a major hub for familial and business tourism .

To sustain that statement, the emirate counts a lot of gigantic constructions such as the most luxurious hotel in the world, Burj-Al-Arab, which is the only one with 7 stars ranking; Palm Islands which are 3 artificial islands in the shape of a palm tree and "The World", a huge artificial archipelago representing the world. So, what is the next step for Dubai to become the leading tourist destination in the world? The answer is called "Dubailand". Imagine a city in the middle of the desert, built from nothing and gathering within its walls all kinds of theme parks, hotels, resorts, leisure attractions, entertainment, shopping and sports. The whole Dubailand project is divided into six "worlds" as listed below :

- Attractions and Experience World: 145 million sq.ft. Themed experiences and attractions for the entire family with a cluster of parks such as anchor theme parks, Global village, themed water parks and more.
- Retail and Entertainment world: 45 million sq.ft. retail and entertainments concepts within a themed environment. Indoor and outdoor retail stores and entertainment with factory outlets, flea market, World Trade Park, Auction world, etc.
- Themed leisure and vacation world: 311 million sq.ft. With vacation villages, hotels and resorts all included in a themed environment
- Eco-Tourism world: 806 million sq.ft. An environment that is devoted to the conservation of the desert wildlife, including mini safari, sand dune hotels, desert camps. The entire park will offer a taste of the desert.
- Sports and Outdoor World: 206 million sq.ft of indoor and outdoor sports facilities and venues that will be able to host world class sport events like American football, soccer, tennis, golf, rugby, horse race and car racing circuits.
- Downtown: 5.66 million sq.ft - forming the resort city's downtown, business and administrative district. The zone will reflect the technology oriented vision of Dubailand and will include shopping areas like the Mall of Arabia, the largest mall in the world. Downtown will also include large streets and boulevards with theaters, restaurants, art galleries, squares, cafés, gardens and so on.

Extraits

[...] The reason is because almost all the projects in Dubailand are owned by third party investors. These third party investors own the land, and the operator like Hilton hotels, build the resort and manage it. But how can Christian Perdier and Tatweer be sure that the product delivered by the operators is going to meet the required standards of excellence and quality. Perdier forced Tatweer to invest in Univeral park and therefore own, build and operate the of the clusters in Dubailand. [...]

[...] The Dubailand Project a. Tatweer's vision and expectations. For the Dubailand project, Saeed Al Muntafiq came with a vision of greatness and gigantism for Dubailand. He clearly stated that he want Dubailand become the most premium family entertainment destination in the world” He want Dubailand to be one of the top destinations for entertainment and attractions along with Orlando, Paris or Tokyo. Dubailand is a product that will have to face competitors, and to overcome its competitors, it has to be big, attractive and customer satisfaction oriented. [...]

[...] Imagine the amount of parks, hotels, resorts, venues etc If every entity, every operator has its own way of online booking, reservation process, check-in and check-out and so on, the customer will be totally lost, and moreover it will be a hell to manage for Tatweer. It's necessary to standardize all the protocols and procedures for customers. From the advertising and the communication, to the online booking, flight reservation, transportation, amenities, options etc After the stay, customers will have a customer satisfaction survey, to gather data and improve the services. [...]

[...] Dubailand is pharaonic to such and extend that it is hard to picture it and imagine what it will look like. A themed city of 4 times the surface of Paris requires a strategy that covers all aspects of the business including corporate identity, financing, investors, management teams, workforce, project vision, time management, cultural management etc The project was announced on October 2003, and represents an investment of $70 billion divided into 26 projects, “each capable of being a standalone destination”[3] The project was initiated by Tatweer's (holding company of Dubailand project) CEO, Saeed Al Muntafiq, in order to bring tourism in Dubai to a next level. [...]

[...] - IMD (2007) . Dubai Land: would the pharaohs have dared ? Video Interview, Saeed Al Muntafiq & Christian Perdier. - http://adventure.howstuffworks.com/dubailand.htm - http://www.fastcompany.com/blog/zachary-wilson/and-how/universal- studios-dubailand-case-study-rise-and-fall-dubai fr.wikipedia.com/dubai http://realestate.theemiratesnetwork.com/developments/dubai/dubailand.php http://adventure.howstuffworks.com/dubailand.htm http://adventure.howstuffworks.com/dubailand.htm Dubailand Case Study Anne Valérie Ohlsson Saeed Al Muntafiq's interview Dubailand case study http://en.wikipedia.org/wiki/Radio-frequency_identification Dubailand case http://changingminds.org/explanations/culture/hall_culture.htm Process Management, Part 3 Managing supplier relationships. [...]