Evaluation Essay on Jumeirah Group

Introduction

Jumeirah is one of the biggest hotel service provider in the world with very many branches. In business, the integrated marketing communications (IMC) is an approach to realizing the objectives of a promotional campaign using different techniques that reinforce one another. The approach is critical to a business as it ensures the maintenance of processes. In particular, communications tool are harmonized to offer the most benefits to a campaign. That is realized through the identification of the right strategy for the implementation of an integrated marketing campaign. Most importantly, a marketing information system is created to collect as much information from a business. As a result, different departments can provide useful information on how to reinforce and maintain brand consistency. In some cases, revitalize a brand by increasing its awareness to potential customers. However, to fully realize the implementation of the integrated marketing communications, both internal and external integration is required. With that, all the advertising objectives should be followed. To that end, this analysis will review the processes involved in the IMC implementation for Jumeirah Group.

Situational Analysis

Currently, the Jumeirah brand is a popular global image. It is one of the successful companies to own a seven-star hotel. As a result, it attracts tourists, business people, tour groups and families visiting Dubai. Unfortunately, the growth of the company is dependent on the Dubai's economy which places it in a bad position. Nevertheless, it can expand to other destinations globally. As a new entrant, the hotel company acquired Patronage from the Dubai government. Therefore, with its concept of proving executive services to its customers, the company only has to deal with competition from five-star hotels in the region. That is the option that threatens the access to executive hotel services in the region that boast of exquisite hospitality services. Competitors of the company work by offering matching and affordable services which is a challenge for the Jumeirah brand. Thus, the only way out for the business is providing its customers with unique offers that are differentiated from those of the competitors.

Factors That Could Provide New Opportunities For The Organization

Previous integrated marketing campaigns have been successful in promoting the Jumeirah brand. However, they have been unable to address the issues of competition for the business effectively. In the hospitality industry, the customers have bargaining power. They have options to choose from the various hotels in Dubai based on service quality and affordability. Thus, it is imperative to comprehend customer needs in this business to create a competitive strategy. For instance, the company should ensure it levels up with the services offered by other hotels. Similarly, working with reliable suppliers will ensure that the firm can provide the kind of services the customers need and therefore attract others following the creation of a good reputation. Fortunately, the competitive forces favor the Jumeirah band which has a large market share and enjoys customer loyalty.

The Previous IMC Campaigns

Previous integrated marketing campaigns have been successful in promoting the Jumeirah brand. However, they have been unable to address the issues of competition for the business effectively. In the hospitality industry, the customers have bargaining power. They have options to choose from the various hotels in Dubai based on service quality and affordability. Thus, it is imperative to comprehend customer needs in this business to create a competitive strategy. For instance, the company should ensure it levels up with the services offered by other hotels. Similarly, working with reliable suppliers will ensure that the firm can provide the kind of services the customers need and therefore attract others following the creation of a good reputation. Fortunately, the competitive forces favor the Jumeirah band which has a large market share and enjoys customer loyalty.

Recommendations for the Next Campaign

Integrating email marketing strategies will give the company more areas to expand on especially and remain competitive in the market. Jumeirah can easily expand in the Middle East. Need to provide more online booking for the clients through an effective website.

SWOT Analysis for Jumeirah Group

Strengths	Weaknesses	Opportunities	Threats
Has a popular global image	Dependence of the Dubai government	Has the capacity to expand to other countries	The tourism is declining
Receives support and patronage from the Dubai government	Costly services which reduce its target market	Jumeirah can easily expand in the middle east	Low demand for seven-star hotel services due to the financial crisis in the UAE economy
Jumeirah has the financial strength	The services of Jumeirah are few	The group has the chance if investing in similar services such as sightseeing	The increased spread of swine flu
Strategic location	The number of rooms provided is only in few countries yet	There are more areas of investing especially customer transport	The threat of terrorist attacks in the UAE
Personalized services and the only seven-star hotel globally	Few customers per day per hotel	Need to provide more online booking for the clients	The number of people

IMC Campaign Strategy

Currently, customers have the perception that it offers very expensive services compared to other hotels. Therefore, to attract more people, a pricing strategy is required to ensure that customers find a value for their money (Hazbun, 2008). With that, customers would also overlook the negative effect that has resulted from the brand's perception of unaffordable services. Similarly, a promotion strategy is required for the brand (Hackley, 2015). In business, consumers are attracted by offers that they can take advantage. For instance, visitors in Dubai would enjoy comprehensive hotel packages where service quality is not compromised. The idea, in this case, is ensuring that a consumer derives more benefits from the service they pay (Hackley, 2015). For instance, free rides to the hotel from nearby locations as part of customer service would make them happy.

It fails to provide enough and convincing details to potential customers. At a glance, a person should feel the attractiveness of the hotel's services without a lot of convincing. That can only be realized through a properly developed website which focuses on aesthetics such as content attractiveness (Pahlavan & Krishnamurthy, 2013). Similarly, the company should consider venturing into new locations (Oki et al., 2011). In that way, it would target new customers who may be interested in seven-star hotel services which are in high demand in the hospitality industry (Ferrell & Hartline, 2011). For instance, making arrangements with travel agencies is one of the ways of reaching customers from different places. That is especially so for the visitors in Dubai who would want to spend their stays in a reputable hotel.

Elements of the Overall Marketing Strategy

Brand website: without a doubt, the company requires a new website that is stunning and looks great from afar. The website should be able to provide all the details of the firm. It should have the portfolio for the company and the customer reviews. The SEO of the company website should be of high quality to ensure it is visible in search engines.

Updated Product: one of the best thing about campaigns is that they depend on the strategies that different companies employ. Each strategy might push a company up or down. Many of the hotels do not know how to brand their products, and they end up moving out of the market. They lack strategies that will keep them going. Updated product include new car services, flight preparations for the clients and provision of online payment methods

Objectives of the IMC Campaigns

Encouraging a trial of the product to ensure that the market has been tested. If the product is liked by many customers in the first month of the trial, then it should be used.

The focus will be to increase the level of awareness of the services offered by Jumeirah. The hospitality business is dynamic, and hotels better their services from time to time. Thus, it is imperative to broadcast the services offered to let potential customers know what to expect when they choose a particular hotel.

Moreover, work towards changing the perception of the Jumeirah brand. That will be done by redeveloping aspects such as the company's website, pricing strategies and customer promotions to keep attracting more customers.

Furthermore, the business plans to increase the number of hotel bookings to 1500 by the end of 2018. That will be possible upon the realization of various aspects. For instance, Jumeirah's website will be remodeled to market a different image of the company (Zacks, 2014). In particular, the focus will be on simplicity, elegance, speed, and communication. Also, the value proposition will be provided for the visitors. People would want to know why choosing Jumeirah hotels is the right decision.

Thus, with a strong proposition, the number of bookings will increase. The other important aspect is working with search engine data. The digital curtains provide plenty of useful information that can provide beneficial analytics about the performance of a business (Mason, 2013). For instance, Jumeirah Company can use its bookings information to communicate to potential customers about its performance in the market. In that way, this information will act as a competitive advantage. The development of an integrated marketing communications campaign follows the need to attract a different customer segment (Kitchen, 2012). Similarly, it serves to attract new customers in need of differentiated hotel services. Such are people who would willingly switch to the brand that offers them value and high-end prestige for the services offered (Mason, 2008). With that, this communications campaign will be guided by the given objectives.

Quantitative Objectives

Specific objective: increasing the revenue of the company to over 200 million dollars per year. This objective will require the company to be very vigilant in its campaigns and be able to address the needs of the clients.

Measurable objective: One of the objective that can be measured is the increase in the number of clients within a month after the campaigns start.

Achievable objective: the company should be able to reach the minimum target revenue of 50million dollars per year total profit.

Reasonable objective: the company should have the brand web within the first week of the campaign.

Time objective: the campaign should have a least a three-month approach before another analysis is done.

The Budget of the IMC Campaign

The determination of the integrated marketing campaign budget will be done using the objective and task technique (Kingsnorth, 2016). However, to effectively realize the benefits of the method, the tactics and advertising results should be properly defined. Similarly, all the costs involved in the assessment of tactics and strategies should be evaluated. For Jumeirah, the method of budget estimation will be effective since it is based on the comprehensive evaluation. Similarly, other factors such as the market conditions are considered. The objective is creating a budget that considers the nature of the market forces, the target consumer profile and the company's position (Nadkarni & Jauncey, 2014). More so, the profits of a company are analyzed to ensure that the set budget is worth the investment. Most importantly, with the objective and task method, Jumeirah will have the...