| Description |
1 online resource : illustrations |
| Series |
SAGE Business cases |
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SAGE Business cases
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| Summary |
The United Arab Emirates (UAE) is a story of economic success, having achieved a Gross Domestic Product per capita of US$40,864 in 2016. The value of the UAE retail sector stood at US$56.6 bn in 2016, and it is expected to exceed US$71 billion by 2021. However, the retail industry is facing a number of challenges, including the rise in e-commerce and pressures for digitalization, inflation, threat of oversupply, etc. In this environment, Majid Al Futtaim, a UAE-born company, has successfully established a competitive advantage in markets across the Middle East and North Africa using a strategy focused on transforming shopping malls into entertainment, leisure and lifestyle destinations. The company owns and operates a range of super-regional, regional and community malls that vary in size and type, with each destination strategically developed to meet the specific needs and requirements of its target market. The case profiles the strategy of Majid Al Futtaim, outlines the macroeconomic and industry context, as well as providing insights into the consumer lifestyles and purchase behaviors. It represents a comprehensive case which enables discussion and analysis relating to several topics:Segmentation, targeting and positioningMarketing mix analysis from a service perspective, a mall management company perspective and finally that of a retailerAnalyzing target segments and marketing mix for a service provider (like a restaurant, fitness center or cinema) in the mall vis-à-vis a stand-alone facilityCustomer journey mapping - profiling the mix of services that different customers patronize, identifying shopper typesInternational marketing strategy - standardization versus localization |
| Notes |
Originally Published InAyyagari, A. & Parahoo, S. (2022). Insights-based market segmentation for competitive advantage: Majid Al Futtaim' malls. Cairo, Egypt: The American University in Cairo, School of Business |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Description based on XML content |
| Subject |
Market segmentation -- United Arab Emirates -- Case studies
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Target marketing -- United Arab Emirates -- Case studies
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Market segmentation.
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Target marketing.
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United Arab Emirates.
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| Genre/Form |
Case studies.
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| Form |
Electronic book
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| Author |
Parahoo, Sanjai, author
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| ISBN |
9781529605693 |
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1529605695 |
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