Dubai Events and Promotions Establishments

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Table of Contents

Introduction
Strategic aspects of marketing
Competition
Customers and their perceptions
Conclusion
Recommendations
References

Introduction

Dubai has invested heavily in infrastructure for aid and has effectively become the charity capital of the Middle East. Political stability and the ruling bargains are attributed to the success in trading (Davidson, 2008). Marketing is the main focus in successfully running an enterprise. One has to believe passionately in the supplied products and their high quality which has the ability to satisfy the customers.

The nature of the product must be in consideration of what customers want and are ready to pay for. The idea of building a great product calls for attention to all the details that the customers always care about. Presenting a strong brand or product offers concrete confidence to the customers leading to high prices and higher demands.

Strategic aspects of marketing

The concepts of marketing revolve around a complete comprehension of what people want and providing it at their desired prices. It also refers to the aspect of targeting whereby an organization has to strategically choose the customers that it can satisfy.

Positioning is also another factor in marketing where one designs a product or service wanted by customers and which cannot be available elsewhere; this helps in building and enhancing one’s reputation (Trump, 2006). It is of great importance to ensure that marketing is incorporated with advertising, pricing and promoting, distributing and involving other marketing programs. This is started off by people, targeting and positioning.

Competition

There is a stiff competitive environment today which is characterized by intense, widespread competition, fast changing technologies and ever more informed customers who search for deals on the internet.

Similar competition is seen in festivals held in Dubai where Malaysia Mega Sale Carnival is a major competitor offering similar activities and promotions. In these situations, therefore well developed strategies and well implemented tactics are necessary to ensure success.

Customers and their perceptions

These are the perceived values that are viewed in a very practical way as the maximum amount that the customer or the prospective customer will comfortably pay for your product. It can be estimated and measured in monetary terms and it is expected to vary across customers depending on their needs and priorities which are referred to as the market segments.

Perceived value is manageable with both strategy and tactics. Therefore, the higher the perceived value of the product or service, the higher the sales, profits and cash flow (Boermeester, 2007).

Perceived value is affected by everything done in marketing including all the decisions, actions and responsibilities. The process of marketing influences the management of the perceived values.

This requires understanding of the competitive environment, target markets, position products and services, building strong brands, satisfying the customers, setting of the prices, development of advertising, organizing sales effort, arranging distribution, forecasting of results and motivating other people involved (Dasgupta, 2006).

Conclusion

Marketing consists of both strategy and tactics. It has over time moved from tactical decisions to both strategic and tactical decisions. It is of paramount importance to understand the customers’ needs and perceptions as it marks the foundation of marketing. Marketing involves managing the value perceived by customers.

Recommendations

Dubai Summer Surprises can be regulated to be held in different seasons of the year since it focuses on fun and entertainment which can be acceptable to people at any time. Alternatively, it can be held in short term sessions for instance on a semi-annual or quarterly basis.

References

Boermeester, S 2007, Best of Dubai Vol 1, Wafi City: Global Village Productions Ltd.

Dasgupta, D 2006, Tourism Marketing, India: Pearson Education.

Davidson, C 2008, Dubai: the vulnerability of success, Saudi Arabia: Columbia University Press.

Trump, D. S 2006, How to use the most powerful ideas in marketing to get more customers and keep them, Columbia: John Wiley and Sons.

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