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Management Strategy and Policy - Research Paper Example

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The author of this paper dwells on the strategy development for EMAAR group. It is stated that organizations including the land and real estate developer EMAAR group have to be in a constant state of growth for it to beat off the competition and achieve optimal success. …
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Management Strategy and Policy
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"Management Strategy and Policy"

Download file to see previous pages UAE based Emaar Properties is a Public Joint Stock Company (PJSC) focusing on property development as well as lifestyles related services. Established in 1997, it has grown to become one of the largest property developers in the whole of Middle-East Asia. (“About Emaar”). It became a PJSC in 2007, after Dubai government garnered around 32% equity stake in Emaar, by exchanging with the sizable prime land. Although its prime focus is property development, it has over 60 companies under its wings, with each company operating in different business sectors, offering varied services including in the sectors like hospitality & leisure, shopping malls, healthcare, education and financial services. (“Board of Directors”). Apart from its main operations in UAE, EMAAR has expanded geographically doing projects and offering services in many key Asian countries like Saudi Arabia, India, Syria, Pakistan, etc., African countries like Egypt, Morocco, etc., as well as the United States and Canada. It has developed some of the globally well-known and prominent landmarks of UAE. The list includes Downtown Dubai, “the 500-acre mega-project, home of Burj Khalifa – the world’s tallest building which features the world’s first Armani Hotel Dubai and the world’s highest restaurant, At.mosphere” and also Dubai Mall, which is regarded as the “world’s largest shopping and entertainment destination”. (“About Emaar”). By diversifying into new sectors, it is posed to tap many opportunities in other sectors as well. Porter’s five force analysis Degree of rivalry Construction is a segmented industry implying there are many firms at various levels. EMAAR also has its rivals specifically Nakheel, ALDAR and Dubai properties etc. However, EMAAR enjoys a unique brand image as compared to its peers as it has emerged as a luxury brand. It has been associated with high quality construction catering to higher end groups. It has created an exclusive position for itself by building the world’s tallest building called Burj Khalifa in Dubai which was completed in 2010 despite the world financial meltdown post its launch in 2008 (Oxford Business Group). Hence, the degree of rivalry is low for this group in UAE. Threat of substitutes The group has targeted high end real estate development. Hence within this segment there are usually very few substitutes as a customer is generally looking at a particular type of property and location which cannot be replaced easily. However, during economic ...Download file to see next pagesRead More
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