Dubai-Land, would the pharaohs have dared?

Résumé du document

Dubai's fast improvement to a thriving city that is the model of modernity and global commerce was spearheaded by the discovery of oil and gas in the UAE. Subsequently Dubai's government launched a program of re-investment and diversification. As a result, the opulence generated by oil and gas precipitated further economic growth.

Moreover its strategic location between Europe and the Far East provide access to a vast region covering the Gulf Cooperation Council, North Africa, the Levant, Central Asia and the Indian sub-Continent, with their combined population of 1.5 billion and GDP of US$ 1.1 trillion. Dubai's success story as a world leader in enterprise and innovation has earned the city international accolades and established Dubai as a leading commercial, trading and tourism hub.

Thanks to the coordination between a visionary pro-business government, the Dubai Development and Investment Authority (DDIA) and Saeed Al Muntafiq, Tatweer's chairman, Dubai tends to become a global destination of spectacular vision. The leader's vision will make the country the tourism, leisure and entertainment capital of the region with a target of welcoming 15 million visitors to Dubai in 2015.

Now let me introduce you to the biggest, most ambitious project Dubai has ever undertaken: Dubai Land, a truly innovative and unique development.

Indeed, this project announces a new age in global tourism by becoming one of the world top class tourism destination. In addition and as commitment to attain this goal, government has spent US$ 15 billion expansion of the Emirates Airlines fleet and the US$ 4 billion expansion of the Dubai International Airport area.

This is a huge project that requires money, time, experimented people and a real connection between all the actors.

Extraits

[...] Then it is important to set up a hierarchy among the teams such as a top down approach. It means that managers and executives (preferably people experimented with backgrounds) must be close to all the teams. We also need a responsible for each team who will be the direct link with the managers and create atmosphere and synergize within the team. Customer satisfaction and benchmarking How would you obtain consistent and high levels of customer experience in the design and running of Dubailand, in a situation where a big chunk of the destination is managed by others? [...]

[...] What would you propose to the Chairman in five days? Due to the expiration of resources such as petroleum or gas, Dubai takes the opportunity to diversify itself and develop other activities' sector like tourism which represents now 30% of country's GDP. This project is an essential business and source of revenues for the city and has to be lucrative so as to substitute the petrodollars and maintain the growth of the entire state. After analyzing the tourism sector, we easily could underline the fact that stay duration is above the sector average. [...]

[...] On top of that, implementing ethical behaviors within the organization as well as reinforcing an ecological mind-set will contribute to a coherent sustainable long term orientation. III/Fulfill the strategy What would you do with this strategy? How would you share it? And with whom? Key points previously underlined are only the frame and must be continuously improved. All ideas are important that's why we will organize global meetings with directors, suppliers and people involved in the project to share opinions. This will facilitate the communication among all the actors and allow us to be more reactive regarding problem fixing. [...]

[...] This will allow us to improve relationship among the supply chain by doing more with less. Regardless, we noted that delivery was a real problem that we have to fix if we want Dubailand to be operational in December 2010. So key points of the strategy will be: Creation of a sense to make people understand the project Use symbols to map strategy notion: set up deadlines and schedule works. Move the head office in the desert to check progress works. Create atmosphere within actors to synergize people. [...]

[...] At the same time, regarding important decisions, we will use the Delphi Method which is a systematic, interactive forecasting method which relies on a panel of independent experts in order to choose the best strategies and solutions. However it's important to remind that our strategy will be useful if we are able to create a synergy between teams. Global strategy must be followed and improved by all actors. Monitor systems and create survey could be also a useful tool to achieve this strategy and make sure things get well. [...]