Our mission is to supply tour programs for Business Tour, Normal Tours and UAE Company be aftering to direct their employees for a trip, we hope to aim tourer coming to Dubai for vacations every bit good as exiles and locals populating in Dubai.
Our mark market includes locals, tourer, working category, international visitants, corporate employees and freshly married twosomes. We will plan different bundles to aim our market sections based on demographic cleavage. We have segmented our market on the footing of Income Segmentation as described by Kotler, P. and Armstrong, G. ( 2008 ) .
Tourism Market in Dubai:
The present recognition crunch has besides affected Dubai tourer industry, and it ‘s been ascertained that people tend to cut holidaies the most as it is a leisure point. Given the current recognition crunch it is noted that tourer who tend to go to Dubai for holidays autumn in high terminal touristry, which is less likely to be affected by any kind of economic recession. Hence Arabian Tourss Income cleavage of the market will let us to make bundles for the high terminal tourer. ( “ Economic Sectors ” , 2009 ) The economic sectors of Dubai in the signifier of a pie chart are shown in Figure 1.
Figure – Economic Sectors: Dubai
Arabian Tourss will aim concern Tourss, particularly corporate bundles for companies be aftering to direct their employees for a vacation. Hamilton, S. ( 2008 ) notes that the touristry industry histories for 20 % of Dubai ‘s GDP and notes that Dubai has besides become a locale for international conferences, seminars, festivals, exhibitions both on regional and international degree, pulling even more tourer to Dubai. Further explains that traditional Arab cordial reception, delicious winter clime, sophisticated substructure and offense free environment are the factors which will maintain pulling tourer to Dubai in the hereafter. Dubai authorities is dedicated to do touristry the major market of Dubai, therefore concentrating on constructing touristry industry. There are more than 255 hotels in Dubai and still more are under-construction, which will pull tourer in Dubai and will spread out the market for Arabian Tours in the hereafter. ( “ UAE ‘s Consumer Market ” , 2011 ) Harmonizing to the pie chart provided by section of touristry and commercialism selling, Dubai the undermentioned figure 2 shows the invitees received by Dubai Hotel Establishment by Nationality in January to June, 2010.
Figure – Guests Received by Dubai Hotel Establishment by Nationality ( Jan-Jun 2010 )
The above graph shows that the geographic location of Dubai besides creates the demand for Arabian Tourss in Dubai, pulling tourer from UK, EU, USA, India, Iran, China, Russia, GCC and Other States of the universe. Dubai is besides the economic hub of the Middle East and attracts exiles of transnational companies, which is besides the mark market for Arabian Tourss and clearly explains the growing potency of touristry in Dubai and an chance for Arabian Tours.
Arabian Tours face a ferocious competition in the market as the authorities continues to pass in touristry, some of the rivals are:
Arabian Horizons Tours
Dubai Tourism & A ; Safari
Tour Experts UAE
Travel in Dubai
Dubai Desert Safari
Arabian Tourss will hold a continuously developing scheme to bench-mark all the rivals in the market to derive competitory advantage. We will offer tour bundles for all high terminal every bit good as low terminal tourer. Customer Satisfaction will be the nucleus of the services provided at Arabian Tours enabling us to distinguish our circuit bundles from our rivals. We will make particular dialogues with Burj Al Arab and other hotels and resorts to offer the best bundles for the tourer. We will besides offer luxury pickups from Dubai Airport in a Rolce Royce to distinguish our services from our rivals.
“ A rival analysis is the first measure the house takes to be able to foretell the extent and nature of its competition with each rival ” as stated by Hokisson, R.E. , Hitt, M.A. , Ireland, R.D. & A ; Harrison, J.S. ( 2008 ) . Arabian Tours will carry on a thorough rival analysis of all the selling activities, publicities and circuit bundles offered by its rivals.
A elaborate industry analysis will be conducted to analyse all the new entrants, purchasers, providers, rivals and replacements as explained by Walker, G. ( 2004 ) . Arabian Tours will conducted rival analysis by measuring rival ‘s aims, schemes, strengths and failings, and reaction forms. Knowing a rival ‘s mix of aims reveals whether the rival is satisfied with its current state of affairs and how it might respond to different competitory actions. To measure the rivals strengths and failings secondary informations about the rivals will be collected, which will so be used to measure the rivals reactions.
Arabian Tours will hold an active research squad engaged in selling and rival research. The findings of the research work will be used to develop competitory strength of Arabian Tours, as noted by Luther, W.M. ( 2011 ) “ competitory strength is one of the most of import factors that determines whether you will bask profitableness, and surprisingly, one that many enterprisers do n’t even take into history, farther provinces that really it ‘s the competition instead than the client that determines your grosss, market portion and net income ” .
Technology ( Strength ) :
Technology plays a critical function in today ‘s universe, Arabian Tours web site will be launched supplying the clients entree to all the companies publicities and bundles. Customers will be able to book a vacation circuit by sing the company web site or by naming one of our representatives. Internet traveling is turning on a fast gait, our company web site will be a complete circuit solution for the full tourer worldwide. We will utilize hunt engine optimisation making links of our web sites on different web sites pulling tourer globally to our web site. Arabian Tours will hold a robust CRM plan in topographic point to increase client satisfaction.
Social Media will besides be used to distribute the word about our company and the services offered, our vacation bundles will be advertised utilizing societal media, print media and electronic media. We will besides utilize hoardings around the metropolis to publicize the publicities and circuit bundles offered by Arabian Tour. Arabian Tours web site will be seeable in all the hunt engines, we will besides post web logs, electronic mails and eNewsletters to the mark market.
Since January, 2008 the universe saw the worst fiscal crisis that has besides affected Dubai tourer industry. Given the current fiscal crisis it is noted that tourer who tend to go to Dubai for holidays autumn in high terminal touristry, which is less likely to be affected by any kind of economic recession.
Arabian Tours will hold a particular policy on identifying and extinguishing human rights riska from its operations, and it is the primary duty of the endeavor to esteem human rights in all of the company ‘s patterns.
Corruptness and graft have a negative impact on any concern, Dubai offers a offense and corruptness free environment for all the concerns which will assist us to contend any corrupt patterns. Arabian Tours will plan internal mechanism to forestall, observe and rectify corrupt patterns.
Climate Change is one of the biggest hazard faced by the universe today, planetary H2O supplies are decreasing, while clime chane is one of the biggest hazards of twenty-first century, it besides presents chances for Arabian Tours to spread out its concern and come up with particular vacation Tourss in Summers.
Menaces and Opportunities:
Arabian Tours has to confront a batch of competition by its rivals because Dubai is a tourer topographic point and more and more tourist companies are come ining the market. This allows an easy entry of Arabian Tours in the touristry industry but at the same clip Arabian Tours has to bench grade these rivals to derive competitory advantage.
All our services will be client oriented which provides us an chance to derive competitory advantage in the touristry industry of Dubai. Dubai authorities has policies to advance touristry which is an chance Arabian Tours can avail and come in the market without any limitations. The whole universe looks at Dubai as a vacation topographic point which attracts more tourers to Dubai every twelvemonth, which is besides an chance for Arabian Tours to pull international tourer.
To go the industry leader in supplying circuit bundles for Dubai.
Supplying circuit bundles to all people sing Dubai every bit good as exiles and locals populating in Dubai.
To go the leader in supplying epicurean circuit bundles.
Puting industry criterions for Tourss in Dubai.
Supplying Customer driven penchants for circuit planning.
To go the industry leader we will publicize to multitudes every bit good as mark market the niche market of touristry which are the high terminal tourer.
We will get epicurean vehicles, choppers and Cessna planes to go the epicurean circuit supplier. We will supply our clients with an experience which they wo n’t bury and give them something to retrieve and take memories back with them when they leave Dubai. Our international correspondence office will be unfastened 24hours supplying information on our circuit bundles and all the epicurean options which tourer could add to their circuit.
ACTION PLAN/MARKETING MIX
We have planned to offer the undermentioned services:
Morning Desert Safari
Flushing Desert Safari
Overnight Dubai Desert Safari
Desert Safari by Hummer ( Luxurious Tour )
Hatta Mountain Safari
Cruise and Fish in The Gulf ( Dolphin and Seals Show )
Cruise and Dine Dubai
Wild Wadi Tour
Large Bus Dubai Tour
Tour all the shopping promenades and celebrated tourer musca volitanss in Dubai
Fly over Dubai
Helicopter circuit of Dubai ( sight seeing Dubai )
Cessna Plane circuit of Dubai ( Sight seeing Dubai )
Tour Packages for freshly married twosomes
Honey Moon bundle with a stay at Burj Al Arab and response on chopper from Dubai airdrome
Site Sing Dubai in a Helicopter
Cessna fly over Dubai
Holiday bundle for company employees ( international/national )
Our circuit bundles are focused to supply luxury circuit to our clients while offering competitory monetary values.
We will be utilizing following publicity methods:
To vie in the market we will besides utilize both above the line and below the line selling schemes. Social Media advertizement will be used to make all the mark markets to make all the people sing to Dubai and expatriates every bit good as locals populating in Dubai.
We will hold our Head office on tribal sheik zayed route with subdivisions in celebrated musca volitanss of Dubai, i.e. Airport, Deira, Bur Dubai ( One Head Office and Three Branches ) . Our clients will be able to reach us online every bit good and the web site will supply all the information on the available Tourss and clients will be able to book a circuit from anyplace in the universe.
Our gross revenues squad will be given client oriented preparation, enabling them to supply client satisfaction to the tourer. Staff preparation will include:
Gross saless Team Training
Management Trainee Program
Selling at the airdrome gross revenues preparation
SALES PROJECTIONS FOR FIVE Old ages:
The following tabular array shows the gross revenues projection for Arabian Tours for 5 old ages, ( “ Dubai Tourism appeal up ” , 2012 ) studies that, Dubai ranks among the top 10 tourer finishs worldwide and the emirate is expected to pull 8.8million international visitants in 2012 with disbursement estimated at around 8.8 billion, index released by planetary recognition card company MasterCard.
Table – Arabian Tours 5 old ages Gross saless Projections
SALES PROJECTIONS FOR FIVE Old ages
Table one shows the five twelvemonth gross revenues projection for Arabian Tours, functioning bench grade 1000 tourer a hebdomad.