Strategic Management in a Global Environment - Case Study Example

Unite Company history/Introduction. The company is one of the very many companies that have been built recently in Abu Dhabi. It is a private company owned by Major General Nasser Salem Al Nuaimi Lakhraiba; he works for the police force in the United Arab Emirates. The prestigious hotel is located in Abu Dhabi along the Abu Dhabi-Dubai highway thirty minutes from Abu Dhabi and Formula F1. Competitors. The Emirates Resort Park is ever facing new competitors as time goes by. However, it is worth noting that the Emirate Resort Park is relatively mature and has a long clean history of doing business that keeps customers coming back to their beautiful park. Their most common competitors are resorts and facilities that tend to attract tourists such as; hotels, parks, ski areas, clubs and bars that readily offer leisure activities, game parks, and zoos. As more people continue to know and get enlightened on why to invest in the Middle East and Abu Dhabi to be more precise, new, stronger, aggressive and swifter competitors come into the picture (Saxena, p48). Hence, it is a fact that the external environment of Emirates Resort Park is ever in a dynamic change. Corporate governance. There are different definitions of corporate governance, and none of the numerous definitions seem to be sufficient and conclusive enough to define the term corporate governance. But to be sufficiently general at these matter, the term corporate governance can be thought to mean the structure, system and way of administration of an organization that determine the direction and magnitude of development of the institution and how it can achieve its future prospects. It can be thought to mean what is done by the institution’s administration in order to realize its goals. The Emirate Resort Park has a remarkable corporate governance that has helped it to grow from the small Resort it was back in the year 2004 to what it is eleven years later. Its corporate governance is ever introducing new projects and engaging them to completion. These new projects are aimed at giving its visitors or tourists a much better customer experience and also to ensure that it is ever growing to a better place for tourists and also for its workers. One of the projects was its expansion. This is done in order to have more animals in the park and increase the size of the area for the people to interact with the animals. Since it was realized that the parking area is tremendously big. The administration has considered reducing the size of the parking as they give the space to areas that demand more space. Another is the introduction of the food coat since it was realized that the number of visitors outnumbers the facilities ability to feed them. It is a major issue since tourists would not enjoy the Resort tour when they are in empty stomachs or half-empty stomachs. The Emirate Park and Resort’s governance is a very tech savvy, and they are introducing applications that will enable the consumers to navigate and find their way to the Park and Resort. They have introduced a computerized system that increases the efficiency, transparency convenience. It also decreased the cost of running and maintaining the luxury institution. Financial. When the statistics of the finances of an institution is brought into the picture, one will tend to consider how successful a firm is. However, this is not the case of Emirate Resort and Park, since 2004 the firm has not realized any reasonable profits till 2013 (Franks, p72). After 2013, the Emirates Resort and Park has achieved enormous profits that have made it change from a small Resort to one of the internationally renowned tourist attraction sites in Abu Dhabi. Due to the competence demonstrated by the corporate governance, it is worth to conclude that there is a considerable amount of cash set aside in case of an emergency that demands money to be spent to restore normal order, inflations and another financial crisis that are prominent in the middle east regions. These include the trade sanctions that are frequently imposed on the Arab nations. Marketing Operations. Marketing is the informing a potential consumer of the products and services that one offers. The quality and quantity of services are also made know to the potential customer (Plunkett, p92). Emirates Resort Park is not left behind when it comes to marketing. One of their best way of marketing that makes them renown in the region through good mouthing done by the satisfied customers. It is said that one satisfied customer tells ten other friends about how great the quality and quantity of services of a firm is. One disappointed customer tells ten other friends how pathetic the quality and quantity of services of a firm is. Through this technique, Emirates Resort Park has been able to grow and become the renown and admired tourist destination it is right now (Saxena, p65). The other marketing fronts that Emirates Resort Park utilizes is the internet that is the most common marketing avenue in the twenty-first century. Emirates Resort Park has a commendable website that refers anyone surfing the web who is need of a place to relax and have some leisure time in the Middle East to them. The site allows online booking and consultation of potential customers. However, rumor has it that there are plans to temporary to shut down website due to repairs and advancements and put up a much better and suitable website, for services of better quality to its potential consumers. Technology. Emirates Park Resort is relative more tech savvy as compared to other tourist attraction sites. This is because it uses a very efficient computerized system that is swift, efficient and gives the customers more satisfaction (Plunkett, p21). There are cameras to improve the security of the facility and reassure the customer that no case of theft will go undetected and also to scare away any potential fraudsters and thieves. The quality of veterinary services offered by the institution is of very recent technology. There are plans underway to design software that will enable the visitors to know what is taking place where. Deregulation. There are friendly rules and regulations that are imposed on the visitors. It is only for those that are considered vital for both the visitors and the animals. These include; cigarette smoking, drank behavior when close to the animals, scaring the animals and smoking around other visitors who may not be comfortable with the smoking (Franks, p54). Entry barrier. Original passport, Emirates ID, UAE driving license for those with motor vehicles and GCC are all that is required during entry (Puri and Gian p12). The main reasons for the low entry requirement are to encourage more tourists into the facilities to increase profits and to good mouth the business facility. This has certainly bore fruits. Supplier Power. Supply power refers to the ability of a business firm to deteriorate their customer satisfaction ability while still have the customers come back since they have nowhere else to go. Due to their desirable quality, the Emirates Resort Park certainly has a high supply power (Saxena, p16). There is no other facility in the same region that offers the same quality of services like them. Hence, they can decrease the quality of their services and still make reasonable profits. Brand Loyalty. This refers to the behavior of customers whereby the keep on buying the same brand of product or services regardless of how popular other brands are. Emirates Resort Park has created a brand of its own which is unrivaled by any other in the Middle East region. Due to their superb quality of services and their uniqueness, customers tend to come again and again without much consideration of what other neighboring leisure facilities have to offer. Hence, it is true to conclude that Emirates Resort Park has created a brand to which customers are very loyal. Consumer Attitude. Consumer attitude is how consumers tend to view the products, services and the entire organization that is supplying them (Saxena, p32). Due to the good customer relations fostered by the attendants serving the tourists and visitors, the management that does everything to ensure complete satisfaction of its consumers. The consumers of Emirates Resort Park tend to have a positive consumer attitude toward the facility. Outlook. It has an animal zoo that allows one to come in with the proximity with the animals and interact with them. It has a despicable restaurant that serves people with the food of excellent quality. There is a pool for one to swim under the hot sun scorching Middle East sun. SWOT ANALYSIS. Strengths; the company’s main strengths are its brand loyalty, consumer attitude, and supplier power. This is what Emirates Resort Park stands for and strives hard to maintain. Weaknesses; its main weakness seems to be its inability to secure funds that are needed for development and lack of discipline by some visitors who tend to feed animals which is a bad habit. Opportunities; its main opportunities is the fact that it is unique and unrivaled. More people have started to view some parts of the middle east as great for traveling and leisure activities hence they have a chance of attracting more tourists to themselves. The main threats to the company is the ever increasing cases of illegal poaching of wildlife that may invoke much tighter rules and make it harder for them to obtain wild animals and more expensive too. Pestle Political; the political environment of Abu Dhabi is more stable compared to that of other regions of the Muslim world. This is a favorable condition for any business. Economical; the Resort is located between two thriving cities in the middle east, which have made it to be in a much more strategic position economically. Social; the Abu Dhabi region has experienced more peace than most parts of the other parts of the middle east hence people in the area are more socially inclined to be friendly. Technological; the Resort is tech savvy, and this has increased the efficiency in which things are done. This is has been made more possible by the proximity to the two major cities close to it. Legal; the legal environment of the facility is relatively good, and the rules are not making their operations more difficult. It is in a corruption free region of the Middle East. Hence, law and order is followed to the later. Environmental; the climate of the Middle East region is not that friendly; it tends to be dry and hot. The location of the resort is in one of such locations. This has made operations of the facilities harder due to the climate hostility. Works Cited “Emirates Park Zoo :: Home.” Web. 17 Apr. 2015.http://emiratesparkresort.com/. Franks, Herminia. Travel, Tourism & Hotel Glossary. Chandni Chowk, Delhi: Global Media, 2009. Print. Plunkett, Jack W. Plunketts Airline, Hotel & Travel Industry Almanac 2014 Airline, Hotel & Travel Industry Market Research, Statistics, Trends & Leading Companies. Houston: Plunkett Research, 2013. Print. Puri, Manohar, and Gian Chand. Tourism and Hotel Industry. Chandni Chowk, Delhi: Global Media, 2009. Print. Saxena, Atul. New Trends in Tourism and Hotel Industry. New Delhi, India: Navyug & Distributors, 2008. Print. Read More