Dubai-Land: Christian Perdier's strategy

Résumé du document

When we think about Dubai, we think about desert, oil and wealth. Dubai is situated on the Persian Gulf coast and is one of the seven emirates of the United Arab Emirates (UAE). Dubai's government is constitutional monarchy and the current ruler is Mohammed Bin Rashid Al Maktoum from the Al Maktoum family.

The emirates has built its wealth with tourism, trade, real estate and financial services. But what made Dubai such an important place in the world are the revenues from petroleum and natural gas. The gas and oil industry provides almost a third of the UAE's Gross National Profit. The Dubai oil reserves now represent 98.2 billion barrels which is 9.5 percent of the global crude oil proven reserves. This little part of the world is now facing a huge issue: After such a long period of double-digit economic growth, the emirate had faced the world economic crisis and the decrease of the oil prices.

So what is Dubai's plan to diversify its revenues and reduce the risk due to the independence from financial services and oil and gas revenues? The answer is that the leading emirates is making huge investments in several sectors such as real estate and tourism. The investments are such important that Dubai is one of the fastest growing cities in the world. In this case, we are going to be focused on the entertainment and the tourism industry in Dubai with "Dubailand". Dubailand is an entertainment complex developed by Tatweer which belongs to the Dubai holding. Let's see a couple of figures to illustrate the project: 10 000 people have been hired, the land will be 278 sq. km and will be twice bigger than Walt Disney World. The complex will host 40 attractions, including a Universal Studios theme park, the world's largest snow dome, a Jurassic Park and an exclusive Tiger Woods gold Center. The whole project represents an investment of US$70 billion.

Here is the case of a country that has decided to diversify its entire offer by investing in an unique development: the world largest tourism destination. We can wonder about how Dubai's leaders are managing this huge project in term of strategy, supply chain and Human Ressources.
In the following study, I am going to explain what is the strategic plan made up by the Dubai's vice president, Sheikh Mohammed Bin Rashid Al Maktoum. We will also examine the key priorities of such a project and how the project should be handled in order to be successful.

Extraits

[...] Dubai-Land: Christian Perdier's strategy CONTENTS Introduction What should be the content of the strategy? What would you do if you were in Christian Perdier's shoes? What would you propose to the chairman in five days? What key priorities would you set for you and your team to get speed of delivery? What would you do with this strategy? How would you share it? And with Whom? What kind of team would you put together and how would you build it? [...]

[...] Christian Perdrier should hire managers with multicultural management backgrounds. It will be essential to guarantee the success of the project in a short term and long term vision. I might add that we are operating in a specific culture which is the Arabic culture. We have to take into account the religion issues and make sure that employees can make their ritual prayers. As I said before we are going to operate in a multicultural environment. So we are going to hire people from every nationality to deal with the multicultural aspect of the project. [...]

[...] It will be the best way to adapt and adjust the supply management and offer the best service possible. Let's summarize the success key factors. The team has to be committed on quality, schedule and flexibility. What would you do with the strategy? How would you share it? And with whom? What would you do with the strategy? The strategy deals with “where we want to and the action plan is way to get there”. Our aim is to implement the strategy and organize the process to achieve the goals. [...]

[...] So the quality is our main objective. Furthermore, one of the major actors of the park is Universal Studios. This company has a great image all over the world concerning entertainment. We are going to use this image to satisfy customer's expectation. Moreover, the Universal Studio company gather a wide range of products, I mean that the Universal Studio's offer can reach people from everywhere. How can we catch the customer's feedbacks? We can set up a department that will be in charge of collecting the customer's feedback. [...]

[...] So planning is the first priority. Here is a question of supply chain management and strategic management. In this case, it would a good idea to set a process management which is set of linked activities or elements designed and performed by internal and external suppliers to create valued goods, services, and decisions for internal and external customers”. We have to linked in the most efficient way the entire step in the process to get speed of delivery. Then, the strategic decisions are going to influence each step of the process management. [...]