Jumeirah Beach Hotel Marketing Mix Analysis

Jumeirah strand Hotel Marketing Mix AnalysisHospitality industry is champion of the fastest growth areas in UAE economy and Dubai market as well. There are a lot of hotels, which wills wide range of products in Dubai. In which, Jumeirah Beach Hotel is kn let because of its luxury and high be.To understand Jumeirah Beach Hotel success, we focus on analyzing its market mix with four briny elements such as product, expense, place scattering and promotion. auxiliary data such as internet sources, reports and primary data such as reviews of customers through position are collected to analyze Jumeirah Beach Hotel marketing mix.In additional, three other elements (process, people and physical evidence) of lengthened marketing plan are also mentioned in analysis summary to expanding our understanding slightly this hotels performances and success.Jumeirah Beach Hotel in Dubai introductionJumeriah Beach Hotel, opened in 1997, is a luxury hotel and gift family destination in Dub ai. This hotel is one of Jumeirah groups projects, whose want to be a world class luxury international hotel and hospitality management company, committed to be the industry leader in alone of activities through dedication to stakeholders, colleagues, customers, blood partners and owners. After completion in 1997, the Jumeirah Beach Hotel became the 9th tallest building in Dubai and offer exclusive accommodations in the unique city in Dubai.Jumeirah Beach Hotel is located seaside on Jumeirah Beach and wee total of 33,800 square metres (364,000 sq ft) of beach for visitors use. Beside the hotel is the Wild Wadi Water Park, which is unlimited for guest in the hotel attack to. The beachfront area where the Burj Al Arab and Jumeirah Beach Hotel are located was previously called Chicago Beach. In addition, Jumeirah Beach Hotel is not far from the international airport and only about 25 km from the downtown Dubai.For construction style, this hotel is built as a dynamically shaped 26 storey curved design built in the shape of a falling out wave the building stands 93 meters high and 275 meters long.As a beach resort that is completely given to the pleasures of life, Jumeirah Beach Hotels in Dubai provides to customer598 ways and suites19 head-to-head beachside villasOver 20 restaurants and prohibitConference and Banqueting facilitiesTaliseComplimentary memory access to Wild Wadi Water ParkThe HubSinbads Kids order of magnitudeAs many a(prenominal) its success during training process, we fire review briny key results from 2006 to 2009 as follows (Picard F. )Increase the overall hotel revenue by 10% by conducting an aggressive revenue management dodging Maintain a colleague turn over at 18 % JD power guest satisfaction index 800 points Increase the Dubai Holding Health and arctic audit by 28% within a year Manage to Achieve the highest Health and Safety score since 3 years Hotel HACCP certification graceful and Greet all new colleagues and host a quarte rly lunch with all new promoted to a management percentage And its awards received since September 2006TripAdvisor.com Travelers preference Awards 2006 Best Luxury Hotel WorldDubai Quality award 2007, award recognize by the government of Dubai Jumeirah Beach hotel, rank 70 out of 100 hotels as results of Institutional investor survey, the world best hotel survey.Daily Telegraph Travel Awards, Jumeirah Beach Hotel Favorite resort hotels For the third year in a row, readers of one of Germanys booster cable business travel magazines, Business Travelers, chose Jumeirah Beach Hotel as the Best Hotel in the Middle EastIn 2012, Jumeriah Beach Hotel in Dubai pay got the award of Travelers prime(prenominal) 2012 Winner and been at Rank 13 of 452 hotels in Dubai (Trip advisors )All of information shows that Jumeriah Beach Hotel in Dubai have been getting sustainable development and becomes one of the self-made hospitality business in Dubai.Marketing mix analysisProductThe analysis foc uses on explaining how the Jumeirah Beach Hotels products are developed to sustain competitive utilityJumeirah Beach Hotel in Dubai gets successfully because of its sustainable competitive advantage although it has only launched in 1997. Main keys of its sustainable competitive advantages are identified as followsFirst, Hallmarks, control principles and core standards of Jumeirah group is applied in its day to day activities. Jumeirah Beach Hotel in Dubai promotes for integrity, teamwork, recognition, innovation, continuous growth, people focus as its culture and core competencies. With all of its performances, based on primary and secondary data collected, Jumeirah Beach Hotel in Dubai gets 5 star rating with 5 criteria such as cleanliness, Facilities, Services, Location and Pricing. Thousands of reviewers have wonderful experience with this hotel because of its serve and products.Second, Making customers its first gear priority and striving constantly to exceed their expectati ons. Jumeirah Beach Hotel in Dubai provides premium family destination for customers with plenty to do for all ages. For example, it offers the standard room categories, which will sleep up to 2 adults and 2 children. Other room categories will sleep up to 3 children also so all of family members backside easily stay together and enjoy their moments in this hotel. They are always ready(prenominal) for child offers. They always bring the pointless values for customers as free entry to The Wild Wadi Water Park. In addition theres a selection of childrens pools together with a climbing wall and spacious water sport options. About the meals, the resort also take care about children needs and requirements so they offer a choice of child- hearty restaurants with childrens menus and dining offers available throughout the year. They also create very comfortable playground for children with its 1,178 square meters of total play, chill and swim areas in Sinbads Kids Club. There is a lot of dandy fun, fully supervised activities for children of all ages. Sinbads Kids Club meets international standards of children services and also provide very fantastic world to play for children. For babysitting services, in-room babysitting hind end be logical with 24 hours notice. Charges will be made on an hourly rate basis plus travelling expenses.Applying the approach of making customers its first priority in activities, Jumeirah Beach Hotel in Dubai has satisfied its customers and got very good reviews from them.Third, Jumeirah Beach Hotel in Dubai performs its values by leading by example and role modeling a culture of excellence in everything it does. Evidence of this value is reflected by its customers. Based on primary data collected from a survey of Jumeirah Beach Hotel in Dubai, we can see many impressive comments about its services. Angela Chan commented that The hotel emphasizes guest services and be excellent at this. All of staff is very pleasant, knowledgeable, ultra smiley and friendly , Great service, fantastic facilities as commented of Caroline Rodgers and The restaurant is perfect. The service and staff also fantastic as commented of Anonymous.Fourth, it always provides consistently sea captain and innovative products and servicesAs reviews of customers, Jumeirah Beach Hotel has very good services at rate 5 star because its services are efficient, welcoming and friendly in spite of the demand masses. In this hotel, we can find consistently superior and innovative product and services such asNine premium types of room, including ocean Deluxe Room, Ocean Deluxe Balcony Room, Ocean Club Executive Room, Ocean Junior Suite, One bedroom Ocean Suite, Two Bedroom Ocean Suite, Three Bedroom Ocean Suite, Beachcomber Suite, Presidential SuiteDiversified types of Dining and bandings such as 360, Al Khayal, Beachcombers, Carnevale, Der Keller, Dhow Anchor , Go West, La Parrilla, La Veranda, parallel of latitude, Latitude Creations, Marina, Ocean Blue (Beach), Palm Court, Pool Bar, Uptown Bar, Villa Beach, Waterfront,Fantastic facilities with Spa, The Gymnasium, Water Sports, Sinbads Kids Club (Luxury world wide collection)PriceThe analysis focuses on explaining how prices are set to reflect the organizations objectives and market conditionsBecause Jumeirah Beach hotel focuses on luxury services and want to become leader of hospitality industry as Jumeirah groups vision, it set price quite high in comparison with other luxury hotels in Dubai. Its room rate is from 422 and up when it is ranked as the twelfth of 452 hotels in Dubai (Trip advisors)We can compare its room rate with other luxury hotels as table belowHotelsRankRoom rate $Al Maha Desert Resort11059 and upGrosvenor House Dubai2305 and upDar Al Masyaf at MadinatJumeirah3571 and upOne and Only Palm Dubai4608 and upLe munificent Meridien Beach Resort Spa5273 and upRaffles Dubai7312 and upJumeirah Beach Hotel12422 and up(Compare price of 19 hotels in Jumeirah B each)With room rate of 422 and up, Jumeirah Beach Hotel in Dubai fulfil both of organizational objectives (luxury hotel and excellent services) and competitive advantage by pricing.DistributionThis analysis focuses on explaining how distribution is arranged to provide customer convenienceAs we know that, Jumeirah Beach Hotel in Dubai is one of Jumeirah groups project so it can get benefit from distribution pack of Jumeirah group.First, this hotel joined in distribution channels of Jumeirah group with many online booking partners and sales agents such as Booking.com, Agoda, hotel club, Travel republic.co.uk, Hotel Pronto, Lastminute.com, viva stay, on hotel, vacenza.com, hotels4u.com These partners help this hotel provide customer convenience in booking and taking sales off.Second, this hotel has own distribution channels by direct sales and its sales agents as netflight.com, hay Jarvis, accorhotels.com Jumeirah Beach Hotel also has best price guarantee for customers who book dir ectly with it through its website.With combination of distribution channels of Jumeirah group and Jumeirah Beach Hotel in Dubai distribution channels, customers are provided convenience to book room and taking sales off to save their money.PromotionThis analysis focuses on illustrating how promotional activity is integrated to achieve marketing objectivesBecause of many competitors in market segmentation of luxury hotels, Jumeirah Beach Hotel performs sales off strategy to promote sales.For examples, they always have special offers such as 4nts fr 949 Includes Free Half Board per person based on two people sharing an Ocean Deluxe Room on a half board basis. Inclusive of private transfers, scheduled economy seats and all applicable taxes (Luxury worldwide collection)Jumeirah Beach Hotel announced that they have many other offers for customers and speak daily to their hotels to source better prices.In other ways, they have proper promotion strategy with partners to reach customers su ch as customers can save up to 70% if they booking through online booking partner.Analysis SummaryMarketing mix is very important for one enterprises and Jumeirah Beach Hotel is not out of this theory. Four P elements (Product, Price, Place distribution, Promotion) this hotel have appropriated with its marketing objectives, its market segmentation and become to very important elements of its success.In additional, three other elements of extended marketing mix such as process, people and physical evidence also support to hotels success.About process, Jumeirah Beach hotel in Dubai has clear process, which is applied by teamwork and innovation theory as its statement we work towards common goals through open communication, mutual support and win win attitude. We respect our differences and build upon our strengths and we are open minded, challenging conventional thinking, improving our processes and implementing new ideas faster than our competitors (Jumeirah website)About people, t his hotel has very good staffs, which always satisfy customers and contribute to its excellent reviews. Rating of services is always at 5 starsAbout physical evidence, we can easy find features for a luxury hotel as in room arrangement, scene, facilities, dining and bars and also equipment in types of room.Rooms at the Jumeirah Beach Hotel offer panoramic views of the beach, the harbor and the park and are equipped with cable / satellite channels, a rubber and a plasma / LCD TV. With the features of floor-to-ceiling windows and private balconies, rooms offer a DVD player, a private bathroom and tea and coffee making facilities. meshing access is also provided.In conclusion, Jumeirah Beach Hotel marketing mix is evaluated as appropriated to its objectives, culture, marketing segmentation and vision. With its excellent performances, Jumeirah Beach Hotel will get higher ranking from its customers and become hospitality industry leader in Dubai as its vision and statement.AppendicesTy pes of room in Jumeirah Beach HotelOcean Deluxe Room have 2 main featuresbreathtaking views of the Arabian Gulfspacious seating area and walk-in cascadeOcean Deluxe Balcony Room have 2 main featuresBeautiful views with the most breathtaking views of the Arabian GulfEquipped with a king size bed, a spacious seating area, walk in shower and a separate bath.Ocean Club Executive Room have five main features50 square meters (538 square feet) addedPriority check in/out in the comfort of the Club Executive Lounge,luxurious amenities, eat options at Beachcombers,Latitude or in the comfort of the guest room. Guests with children have access to the Premium unfilled Club where breakfast is served.Ocean Junior Suite have 2 main featuresRelax in the privacy of your very own sun terrace, dine alfresco or entertain in the sitting/living area.Can access to the Club Executive Lounge and breakfast is served in Latitude or in the comfort of own room.One Bedroom Ocean Suite have 2 main featuresCan acc ess to the Club Executive Lounge and breakfast is served in Latitude or in the comfort of own room.Guests with children have access to the Premium Leisure Club and breakfast is served in either the Premium Leisure Club, Latitude or in the comfort of own room.Two Bedroom Ocean Suite have 2 main featuresCan access to the Club Executive Lounge and breakfast is served in Latitude or in the comfort of own room.Guests with children have access to the Premium Leisure Club and breakfast is served in either the Premium Leisure Club, Latitude or in the comfort of own room.Three Bedroom Ocean Suite have 2 main featuresCan access to the Club Executive Lounge and breakfast is served in Latitude or in the comfort of own room.Guests with children have access to the Premium Leisure Club and breakfast is served in either the Premium Leisure Club, Latitude or in the comfort of own room.Beachcomber Suite have six main features148 square meters (1,593 square feet) addedTwo bedrooms, kitchenette, 2 sun beds.Direct and easy access to the main pool area and the beach.Close access to the executive pool and Wild wadi Waterpark.Can access to the Club Executive Lounge and breakfast is served in Latitude or in the comfort of own roomGuests with children have access to the Premium Leisure Club and breakfast is served in either the Premium Leisure Club, Latitude or in the comfort of own room.Presidential Suite have four main features160 square meters (1,722 square feet) added c superfluous Features Two floors with separate living, dining and sleeping areas. Large bedroom on the upper floor with bathroom and whirlpool. Lower level living room with bar counter and terrace. Sea view.Can access to the Club Executive Lounge and breakfast is served in Latitude or in the comfort of own room.Guests with children have access to the Premium Leisure Club and breakfast is served in either the Premium Leisure Club, Latitude or in the comfort of own room(Luxury worldwide collection)