Portal de Periódicos da CAPES

Jumeirah Group, UAE

2011; Emerald Publishing Limited; Volume: 1; Issue: 1 Linguagem: Inglês

10.1108/20450621111110311

2045-0621

Melodena Stephens Balakrishnan,

Organizational Leadership and Management Strategies

Subject area Communication strategy, segmentation, branding, customer value, competitive analysis. Study level/applicability Undergraduate and Postgraduate Business and Management; Hospitality and Tourism Management; and Communication Management Students. Case overview This case spotlights the Jumeirah Group an indigenous United Arab Emirates brand and a leader in the hospitality sector, managing iconic properties like The Burj Al Arab and Emirates Tower. This case focuses on the Chopard's Ladies floor, a full floor dedicated to women and managed by women. Jumeirah was the first to introduce this concept in the Middle East. The case highlights the challenges of maintaining a first mover advantage; adapting to change, developing a multi-pronged communication strategy and indentifying key target customers. Expected learning outcomes This case can be used to teach concepts from marketing management (segmentation, targeting, customer perceived value, the consumer buying process, and marketing mix); competitive strategy (environmental analysis, how to chunk down information from a macro-context to a micro-context; concept of synergy; benchmarking and choosing strategic groups; industry analysis) and communication strategy (setting a communication objective; choosing the communication mix, and building control measures). Supplementary materials A teaching note is available on request.