Discuss the Core Concepts and Principles of Marketing at the Burj Al Arab Hotel, Dubai
Discuss the Core Concepts and Principles of Marketing at The Burj Al Arab Hotel, Dubai
Introduction
Hugh Taylor from Edwardian Hotels stated that ‘Marketing is not an elusive art, it is more a science of identifying customer needs and wants and presenting a package that answers these needs’ (1993, pp.16). I am going to be investigating the core concepts and principles of this ‘science’ and how it applies to the Burj Al Arab Hotel in Dubai.
The Burj Al Arab, also known to some as The Burj, is the landmark hotel of Dubai with a height of three hundred and twenty one metres and magnificent architecture. It oozes luxury with its fantastic facilities, exceptional service and wealthy clientele. I am going to be looking at how they have secured their place in the market and what they have done in the way of marketing to become such an ‘extraordinary’ hotel (Jumeirah, 2012).
Customer Needs and Buyer Behaviour
Marketing has become more than just ‘telling and selling’ these days with it now being understood as also satisfying customer needs (Armstrong & Kotler, pp.4). It is all about identifying demand, which is defined as ‘the systematic gathering, recording, analysis and utilisation of information related to all factors which affect a business operator’ (Roberts, pp.82). If a hotel operator cannot clearly recognise not only the customer's needs and requirements but the level of these, how are they ever going to be able to make their business successful?
The main method of identifying customer needs is market research. There are many ways of gathering this research such as telephone surveys, personal interviews, guest comment data, mailed questionnaires and competitor analysis. In the way of the Burj Al Arab, after leaving the hotel they email questionnaires to customers and hand out guest questionnaires (see appendix 1), which asks them to give their details and then leaves space for them to write about their experience at the hotel.
Customer care has
Introduction
Hugh Taylor from Edwardian Hotels stated that ‘Marketing is not an elusive art, it is more a science of identifying customer needs and wants and presenting a package that answers these needs’ (1993, pp.16). I am going to be investigating the core concepts and principles of this ‘science’ and how it applies to the Burj Al Arab Hotel in Dubai.
The Burj Al Arab, also known to some as The Burj, is the landmark hotel of Dubai with a height of three hundred and twenty one metres and magnificent architecture. It oozes luxury with its fantastic facilities, exceptional service and wealthy clientele. I am going to be looking at how they have secured their place in the market and what they have done in the way of marketing to become such an ‘extraordinary’ hotel (Jumeirah, 2012).
Customer Needs and Buyer Behaviour
Marketing has become more than just ‘telling and selling’ these days with it now being understood as also satisfying customer needs (Armstrong & Kotler, pp.4). It is all about identifying demand, which is defined as ‘the systematic gathering, recording, analysis and utilisation of information related to all factors which affect a business operator’ (Roberts, pp.82). If a hotel operator cannot clearly recognise not only the customer's needs and requirements but the level of these, how are they ever going to be able to make their business successful?
The main method of identifying customer needs is market research. There are many ways of gathering this research such as telephone surveys, personal interviews, guest comment data, mailed questionnaires and competitor analysis. In the way of the Burj Al Arab, after leaving the hotel they email questionnaires to customers and hand out guest questionnaires (see appendix 1), which asks them to give their details and then leaves space for them to write about their experience at the hotel.
Customer care has
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