Discuss the Core Concepts and Principles of Marketing at the Burj Al Arab Hotel, Dubai

3103 words 13 pages
Discuss the Core Concepts and Principles of Marketing at The Burj Al Arab Hotel, Dubai

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
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They also pride themselves on their location being right on the coast but also a short drive away from Dubai’s city centre. Since starting the hotel, The Burj Al Arab has developed and secured and image of excellence and luxury for the world to see.

‘The hospitality industry has no one product, rather a range of products which are aimed at attracting different customers and for different reasons’ (Roberts, pp.27). When taking apart the product, there are four levels to consider. First of all the core product which is another way of saying ‘What is the buyer really buying? (Armstrong & Kotler, pp.220). It is the centre of the product and what people immediately look for when in search of a product or service. When looking at the Burj Al Arab, its core product is the luxury aspect of it. According to the Jumeirah Website, the Burj Al Arab is ‘the world’s most luxurious hotel and the ultimate in Arabian hospitality’ (Jumeirah, 2012). This is what people see when they are looking for a hotel in Dubai. When looking at the facilitating products, they are ‘the services or goods that must be present for the customer to use the core product’ (Scribd, 2011). The Burj Al Arab’s facilitating product is the reception as the customers would not be able to access their hotel room if this and the staff were not there to assist. The supporting product is not absolutely necessary in the running of a hospitality outlet


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