Sample Paper on International Marketing for Global Competitiveness

Executive Summary

This study is premised on AlHabtoor Hotels group whose headquarter is in Dubai in the United Arab Emirates that is seeking to expand its market base to Singapore. As such, this assignment gives an in-depth view of the AlHabtoor Hotels groups’ market entry mode selection and evaluation in Singapore. Target segment and position will also be examined in order to give insight to AlHabtoor Hotels groups’ justification of seeking this far-flung market opportunity. In addition, this assignment provides an elaborate plan premised on proactive steps that AlHabtoor Hotels group will embrace in launching and developing its marketing strategy in Singapore. Further, analysis ingrained in the depicting AlHabtoor Hotels groups’ promotional strategy through social media covers the scope of this report


Table of Contents

1.0 Introduction. 4

2.0 Market Entry Mode Selection and Evaluation. 5

Market Entry Mode. 5

Evaluation. 5

3.0 Target Segment and Positioning. 6

Psychographics and Target Segment 6

Positioning. 7

4.0 Services. 8

5.0 Price. 9

6.0 Place. 10

7.0 Promotion. 11

Physical evidence. 12

Process. 12

8.0 Conclusion. 13

References. 15


International Marketing for Global Competitiveness

1.0 Introduction

Since its inception in 1970, AlHabtoor Hotels group situated in Dubai in the United Arab Emirates has enjoyed a solid local reputation. AlHabtoor Hotels group 2200 highly-qualified and experienced staff. Lussier & Hendon (2013) elucidate that the hotel’s name has become synonymous with dynamic growth that is evidenced by the business’s commitment to develop and seek far-flung market opportunities. AlHabtoor Hotels groups’ mission statement embodies core values of service delivery that is second to none in the hospitality industry, quality, and genuine products. The business also embraces communication, partnering and inspiration. The business’ mission statement will be ingrained in listen to the hotel’s clients and ensuring client satisfaction.

Particularly, AlHabtoor Hotels group seeks to operate in Singapore as its strategy of seeking far-flung market opportunities. This study establishes that even though the economic environment is the same between the two countries, there are cultural differences between the two geographical regions thus posing an operation challenge. However, since AlHabtoor Hotels groups’ marketing objective is to have a 30% increase in sales by the end of 2016 raised from its target audience, there is a justification to proceed and operate in Singapore.

Notably, the tenets of this study are ingrained in giving a justification why AlHabtoor Hotels group that has been operating in Dubai since 1970 needs expand its market to operate in Singapore. The market entry mode selection and evaluation will be given an in-depth analysis in order to give insight to the scope of this study. Additionally, the target segment and positioning will also examined. Investigating how AlHabtoor Hotels groups’ products will be adapted to the Singapore market and determinants of the price also cover the scope of this study. Further, the marketing strategy that will be utilized by AlHabtoor Hotels group to tap the target market at Singapore will be examined.

2.0 Market Entry Mode Selection and Evaluation                        

Market Entry Mode

           Majorly, AlHabtoor Hotels group will utilize frenchinsing as its market entry mode. Further, in order to effectively operate in Singapore, AlHabtoor Hotels groups’ management will engage contractual agreement with suppliers. The tenets of this market entry mode are premised on the cost of setting the business in Singapore. Adopting contractual agreement will enable AlHabtoor Hotels group to minimize the operation cost. Since the business seeks to set and expand its online sales by 30% by the end of 2016 within its target audience in Singapore, more funds will be required in stepping up AlHabtoor Hotels group service awareness by frenchinsing.

Further, the selected entry mode in considered advantageous in enabling the AlHabtoor Hotels group increase product recognition in many across Singapore. Additionally, the mode is considered appropriate in enabling the management of AlHabtoor Hotels group to maximize on funds required in its elaborate objective premised on capturing AlHabtoor Hotels groups’ target audience to ensure brand loyalty in this new markets. Moving hotel services from UAE will be more expensive in relation to engaging in contractual agreement with the local staff.  However, in future the hotel management will adopt indirect export as a means of obtaining hotel products in order to further reduce AlHabtoor Hotels group’s operation cost.


Evaluating AlHabtoor Hotels groups’ plan of establishing in Singapore will be guided by the organizational objectives of diversifying the business’ returns by harnessing target market in Singapore. In order to record 30% increase in sales by the end of 2016 AlHabtoor Hotels group intends to utilize the online apps. AlHabtoor Hotels groups’ evaluation plan will be ingrained in collecting information with regard to the hotel’s services and conducting pre-testing. Later, post-testing of the AlHabtoor Hotels groups’ objectives will be executed to find out whether the objectives were met.

Before AlHabtoor Hotels group implements the setting up of the business, public and media relations plan, AlHabtoor Hotels group will engage research to determine how target market perceives AlHabtoor Hotels groups’ services. Additionally, research will be done at the end of 2016 to determine if the perception concerning AlHabtoor Hotels group’s products has changed after awareness campaigns and if the 30% increase in sales were realized at the end of 2016 as was projected.

3.0 Target Segment and Positioning

Psychographics and Target Segment

Currently, AlHabtoor Hotels group conducts marketing of its hospitality services on the local magazines. AlHabtoor Hotels group’s current market is men and women of diverse social standing in urban and suburban. AlHabtoor Hotels group offers a wide range of affordable services. Locally, AlHabtoor Hotels group records a greater number of tourist attributed to the business’ online extensive campaigns. In 2015, 75% of AlHabtoor Hotels group clients were tourists (AlHabtoor Hotels group, 2016). In Singapore AlHabtoor Hotels group’s management targets majorly tourists.

AlHabtoor Hotels group will work to ensure that it continues to dominate in the Singapore hospitality market. Being that the business’ IMC plan targets to access far-flung market chances, AlHabtoor Hotels group will work towards establishing offices in across Singapore. AlHabtoor Hotels group move is propelled towards expanding marketing chances to vast places across the country. Service advertisement will be carried out, followed by an evaluation before services are implemented across Singapore.


In the UAE, AlHabtoor Hotels group is positioned well in the hospitality industry and has continues to enjoy local recognition. Ingrained in this recognition, AlHabtoor Hotels group seeks to majorly target tourists in Singapore. Additionally, the business targets to all people with regardless of their social standing in society liv7ing in urban and suburban environments in Singapore. As elucidated by Lussier & Hendon (2013), AlHabtoor Hotels group easily accesses all clients attributed to delivery structures of its services in place. Further, the success is premised on the global view of AlHabtoor Hotels group; what does the audience currently think of AlHabtoor Hotels group? Maguire (2011) study concluded that customers perceive AlHabtoor Hotels group as a place to be.

Embracing technology, AlHabtoor Hotels group seeks to remain a crucial influence on the AlHabtoor Hotels group customer demands. The hotel’s management will seek to ensure that customer demands that keep changing are intertwined with the AlHabtoor Hotels group changing social environment. A change caused by an upward shift in person’s lifestyle comes with new opinions and attitudes towards brands of the hospitality based on status (Decker, 2014). As such, AlHabtoor Hotels group will seek to unutilized marketing chances in many regions across Singapore.

In Singapore, AlHabtoor Hotels group will position its services through local television medium in addition to magazines. Additionally, AlHabtoor Hotels group intends to integrate online marketing in accessing tap new market areas. McClure & Montague (2012) portends that seasonality will not influence AlHabtoor Hotels group market. Traditionally, the business has recorded great sales all year with a recorded increase at festive seasons and hopes to record the same sales in Singapore.

4.0 Services

There are cultural differences between the Dubai and Singapore thus posing a challenge on the acceptability of the AlHabtoor Hotels groups’ services. The business seeks to adapt its services in order to align them new Singapore market’s demands. Consequently, AlHabtoor Hotels group will embrace a new strategy of facilitating communication flow to enhance monitoring AlHabtoor Hotels group’s operational progress on its services. AlHabtoor Hotels group management will embrace an approach ingrained in customer suggestion so as to adapt the hospitality facility’s services accordingly. Further, in order to effectively adapt its products, AlHabtoor Hotels group’s management team will embrace P-O-LC strategy

P-O-L-C Strategy

Source: Percy & Randrup (2014)

AlHabtoor Hotels group will advocate for an elaborate communication pattern in order to address customer complaints by implementing P-O-L-C strategy. The strategy incorporates planning, organizational design, leadership, and control system approaches. Besides, AlHabtoor Hotels group’s management will ensure that client satisfaction is met by putting proper communication channels in place to addressing customer complaints regarding to the business’ service.

In addition, in order to enhance product adaptation, AlHabtoor Hotels group’s management will preside over the process of monitoring the hotels’ systems and performances closely by ensuring customer feedback collection, analysis, and response giving to meet consumer demands. AlHabtoor Hotels groups’ performance reviews will be premised on the annual formal review discussions, a six-month follow-up discussion, and continuous monitoring of the products to ensure continuous improvement.

5.0 Price

AlHabtoor Hotels group’s services will be valued premised on a number of influencing factors. The first influence is founded in production of service costs. AlHabtoor Hotels group will embrace contractual agreement with suppliers deemed to have an impact on the overall cost of the AlHabtoor Hotels group’s price of its services. Delivery of AlHabtoor Hotels group services will be ingrained in fixed costs that are factors of production that will not vary with AlHabtoor Hotels group’s services. These factors include the AlHabtoor Hotels groups’ structures. Though the cost of AlHabtoor Hotels group production factors is forecast to be unchanged regardless of the sales made by AlHabtoor Hotels groups’, they will have an influence on the cost of the business’ services.

AlHabtoor Hotels group overall cost of fixed factors is $3.1 billion (AlHabtoor Hotels group, 2016). Capital is a monetary resource that is used to acquire land and other natural resources of production. Capital entails assets vehicles and equipment that the company uses to facilitate production of goods and services (Percy & Randrup, 2014). AlHabtoor Hotels groups’ cost of delivering its services to its clients will determine the cost. This is because that the hotels have to invest in fixed costs to enhance sustainability and survival.

AlHabtoor Hotels group will incur variable costs that vary with the production level. The higher the products required the greater variables (Maguire, 2011). Examples of variable factors required by AlHabtoor Hotels group entail labor, fuel, and power attributed to promote service delivery of the hotels’ services to clients. As concluded by Duncan (2012) study, the cost of production can be increased by increasing the quantity of a variable of production, increasing additional shifts of workers, or by an increase of working hours. AlHabtoor Hotels groups’ variable costs are estimated to be $2.8 billion. As such, variable cost will greatly determine AlHabtoor Hotels group’s product cost.

Other factors likely to influence AlHabtoor Hotels groups’ prices entail government regulations in addition to tax policies that are presumed to affect all AlHabtoor Hotels group competitors across the hospitality market. AlHabtoor Hotels groups’ external factors influencing demand of its services will be crucial to developing a marketing plan for moderately priced services ingrained in economic and social influences. In addition, technological and regulatory trends in the Singapore market will also influence.  

6.0 Place

In this section, AlHabtoor Hotels groups’ distribution strategies will be examined. AlHabtoor Hotels group business will embrace a direct strategy of its service delivery. AlHabtoor Hotels groups’ customers will receive services directly from AlHabtoor Hotels group’s facilities. Services will also be availed to AlHabtoor Hotels groups’ customers who directly book and pay for the facility’s services via mobile app.  Based on the current market strategies, AlHabtoor Hotels group will advertise its services on its online website, In addition, AlHabtoor Hotels groups’ will do physical distribution and delivery of hospitality services using the hotels’ agents located at the various offices across Singapore.

7.0 Promotion

In order for AlHabtoor Hotels groups’ to realize its objectives, the hotel’s management should utilize expansive marketing strategies. AlHabtoor Hotels groups’ strategies will be ingrained in social media mediums. Notably, AlHabtoor Hotels group will utilize Facebook and YouTube. Statistics confirm that the target market spends an estimate of 25 hours per week on social media (Balmer & Greyser, 2014). The AlHabtoor Hotels groups’ interactive advertisements will be boosted with the aid of social media platforms to enhance AlHabtoor Hotels group service awareness. Additionally, accessing marketing chances in vast regions in Singapore will be implemented by setting up offices and conducting campaigns as crucial strategy.

AlHabtoor Hotels groups’ projects 70% online sales by the end of 2017. This opportunity will be tapped further because market research indicates that consumers especially tourists are increasing preferring online hotel booking because it gives them an opportunity to conduct product research before purchasing and it gives them an opportunity to give a feedback on the product once they utilize it (Aryeetey & Ernest, 2012).

AlHabtoor Hotels group will also seek to create its services awareness with the aid of mobile apps. The hotels’ management will encourage use the apps in conducting research on AlHabtoor Hotels groups’ services. This plan forecasts a great success since most of the consumers use smartphones to do research regarding the hotel’s services before deciding to incur. AlHabtoor Hotels groups’ marketing strategies are bolstered at aiding AlHabtoor Hotels groups’ realize greater returns.

Physical evidence

AlHabtoor Hotels group will establish offices across Singapore so that the company is physically accessible by clients. AlHabtoor Hotels groups’ trained staff will lead in marketing of AlHabtoor Hotels groups’ services in addition to responding to concerns of hotel’s clients.


AlHabtoor Hotels groups’ services marketing plan will be founded in the initial identification of the target market. AlHabtoor Hotels groups’ then conduct analysis of factors likely to influence the purchase patterns of AlHabtoor Hotels groups’ target market. Illustrated approach will be utilized;

Identifying target market
Product positioning
Media options
Target market decision



Source: Duncan (2012)

AlHabtoor Hotels groups’ marketing plan will embrace an extensive service positioning. Particularly, AlHabtoor Hotels groups’ management will do analysis and determine the strategic approaches greatly boost AlHabtoor Hotels groups’ service awareness across Singapore. The hotel’s advertisement options will be ingrained in social media.

        Additionally, in order to communicate to the Singapore’s target market about AlHabtoor Hotels groups’ services, the management will encourage its customers to embrace social media in engaging with the AlHabtoor Hotels groups’ management and most importantly in having their compliant issues attended. AlHabtoor Hotels group will use YouTube to service brand awareness. As concluded in Balmer & Greyser (2014) study, YouTube has 1.8 billion users that AlHabtoor Hotels group can reach. Utilized well, the platform will help AlHabtoor Hotels group create its service awareness and a gain a chance of connecting new customers.

AlHabtoor Hotels group will remain focused in its service campaigns premised on concept features. Notably, the hotels’ management will use its online website,, in enhancing brand campaigns. Premised on statistics, there are 11.2 million website users who AlHabtoor Hotels groups’ management can target market in Singapore. It is worth noting that AlHabtoor Hotels group’s promotion plan will further utilize interactive features that are online availed in aiding its clients to find out about AlHabtoor Hotels group’s service and subsequent booking.

8.0 Conclusion

AlHabtoor Hotels groups’ elaborate marketing plan is designed to capture the target market in Singapore and develop brand loyalty towards its hospitality services. AlHabtoor Hotels groups’ management is strategizing towards tapping market in Singapore and its far-flung regions by incorporating social media to create awareness, access, and connect clients as means to realizing the business’ objectives as enshrined in AlHabtoor Hotels groups’ marketing plan by the end of 2016.

AlHabtoor Hotels group will embrace contractual agreement as its entry mode in Singapore. The business’ marketing plan objectives will be evaluated by embracing pre-testing and post-testing criteria. AlHabtoor Hotels group’s management will analyze the outcome and implement adjustments to enhance the overall marketing plan objectives of AlHabtoor Hotels group’s launching, marketing, and recording online 30% sales of the products by the end of 2016. It is worth noting that AlHabtoor Hotels group is committed to creating brand loyalty in its target market at Singapore


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