Objective

The ENTB aimed at developing and increasing tourist traffic from the Middle East countries to the European country. It planned to implement a systematic approach to marketing planning and promoting the country as a tourist destination in the main tourism generating countries in the Gulf region.

The purpose of the research was to gain a deeper knowledge of the Gulf market, so that the ENTB had the necessary information to implement the right promotional strategy and action plan in line with the characteristics of the market.

Methodology

Research was conducted among international travellers in the Gulf markets in order to understand traveller profiles, travel habits, behaviours and preferences and to identify best prospect customers for targeted marketing and promotion efforts that would influence them to visit the European country.

Both qualitative and quantitative research methodologies were employed to obtain the necessary information.

Result

Based on the research and the recommendations, the ENTB was able to design a focussed marketing and promotion strategy for the Gulf markets. The market potential of the region encouraged the ENTB to open a regional marketing office in the UAE.

Increased tourism the European nation was reported during the years following the study.

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Objective

The objective of the study was to understand guest perceptions of the hotel resort, gain feedback on product and services in order to help improve product & service delivery.

Methodology

A series of focus group discussions were conducted amongst hotel guests on-site, in order to elicit required information.

Result

The resort was able to shortlist new service ideas (new restaurants, guest services) for future implementation; it also obtained useful feedback for specific remedial action in existing operation and services.

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Expansion of mixed use development in Dubai’s Central Business District (CBD) for an existing mall.

Objective

The objective of the research was to help the client determine the best suited product mix for the proposed expansion of the mall in Dubai’s Central Business District (CBD).

Methodology

The recommendations were made based on the following approaches to the objective:

• Study of the key Central Business District (CBD) in terms of accommodation sector and retail activity
• Competitive analysis for similar products in close proximity and the ‘best products’ on offer in Dubai
• Site analysis with proximity to demand generators
• Trends in take up of hotel rooms and short-let apartments
• The best suited ‘product mix’ in the superior retail mall; and best hotel & short-let apartment ‘products’
• Profile and forecast future supply and demand for this development

Result

Market Vision proposed a suitable ‘product mix’ and product pricing for the superior retail mall. The best suited hotel and short-let apartment product for the location was also proposed.

The recommendations were fully taken on board by the client.

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Private equity and venture capital in the MENA region.

Objective

A leading financial services provider in the region wanted a gain a better understanding of the private equity and venture capital market across the MENA region.

Methodology

The study was developed on the following approaches:

• Study the Sharia complaint Islamic private equity and venture capital across the MENA region
• Identify and study the products on offer in the Islamic trade finance market
• Estimate the size of the market
• Determine possible obstacles in setting up and possible ways to work on them
• Estimate current and projected demand for the products
• Obtain feedback and asses appetite from end-consumers

Result

An in-depth study of 16 identified funds (with current investments of US$ 1.66 Billion) across 74 investments was provided to the client.

Based on the findings of the study, a ‘go’ / 'no go' decision was facilitated.

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