Hamad
INTRODUCTION
Marketing became one of the most important sections linking between all sections within businesses and organizations. Marketing can be defined as “a process of communicating, creating and delivering value of a product or service to customers, for the purpose of selling the product or service and to manage and build the customer relationships in different ways that benefit the entire organization” (Kotler, Philip & Keller, 2012). Moreover, it constitutes a critical business function for attracting customers and building a strong relationship with them.
In this report, I will discuss briefly the three main marketing tools which are SWOT analysis, BCG Matrix, and Ansoff Matrix. These tools are used by organizations to improve their performance and help them make important decisions regarding their product and market growth strategy. After that, an organization links its marketing strategy to its general strategic direction. The three tools will be applied to analyze a hotel which is selected in Abu Dhabi I have selected. To begin with, the hotel I chose is Dusit Thani (Abu Dhabi). The reason behind choosing this hotel is because it is considered one of the new luxuries hotels in Abu Dhabi. It is located in the central of the new business and government district, too close to the city 's natural habitat of the Eastern Mangroves and by taxi one can reach in a short period of time the “Corniche” and “Abu Dhabi National Exhibition Center”. Dusit Thani (Abu Dhabi) is the ideal choice for business or leisure travelers. The strategic location of hotel offers guests the ideal opportunity to explore the exciting capital of the United Arab Emirates. The hotel hosts a fine selection of restaurants with impressive and huge conference halls. In addition to that, a convention center is located at Dusit Thani. Outdoor actives and a gymnasium are also available for all lodgers. (Dusit Thani – Abu Dhabi, 2013)
SWOT ANALYSIS
This analysis is a combination of both
Marketing became one of the most important sections linking between all sections within businesses and organizations. Marketing can be defined as “a process of communicating, creating and delivering value of a product or service to customers, for the purpose of selling the product or service and to manage and build the customer relationships in different ways that benefit the entire organization” (Kotler, Philip & Keller, 2012). Moreover, it constitutes a critical business function for attracting customers and building a strong relationship with them.
In this report, I will discuss briefly the three main marketing tools which are SWOT analysis, BCG Matrix, and Ansoff Matrix. These tools are used by organizations to improve their performance and help them make important decisions regarding their product and market growth strategy. After that, an organization links its marketing strategy to its general strategic direction. The three tools will be applied to analyze a hotel which is selected in Abu Dhabi I have selected. To begin with, the hotel I chose is Dusit Thani (Abu Dhabi). The reason behind choosing this hotel is because it is considered one of the new luxuries hotels in Abu Dhabi. It is located in the central of the new business and government district, too close to the city 's natural habitat of the Eastern Mangroves and by taxi one can reach in a short period of time the “Corniche” and “Abu Dhabi National Exhibition Center”. Dusit Thani (Abu Dhabi) is the ideal choice for business or leisure travelers. The strategic location of hotel offers guests the ideal opportunity to explore the exciting capital of the United Arab Emirates. The hotel hosts a fine selection of restaurants with impressive and huge conference halls. In addition to that, a convention center is located at Dusit Thani. Outdoor actives and a gymnasium are also available for all lodgers. (Dusit Thani – Abu Dhabi, 2013)
SWOT ANALYSIS
This analysis is a combination of both
References: 1- Kotler, Philip & Keller, L. Kevin (2012). Marketing Management 14e. Pearson Education Limited 2012 2- Dusit Thani hotels and resorts website, retrieved on 25 June 2013 3- QuickMBA (2010) website, retrieved on 25 June 2013: http://www.quickmba.com/strategy/swot/ 4- Prof. Viplav Kambli (2013) – BCG Matrix, retrieved on 26 June 2013: http://www.viplavkambli.com/notes/pdfs/BCG.pdf 5- Tayde Aburto (Feb. 2010), Ansoff’s Matrix for Marketing Objectives, retrieved on 23 June 2013 http://taydeaburto.com/ansoff-matrix-for-marketing-objective/