Dubai Parks and Resorts (Company and Industry Analysis Report)

Executive Summary (10)

G1

G2

G3

G4

G5

1. All key concepts of the report are summarised to an acceptable, and understandable level

All areas of the report are briefly summarised (1 mark for each area: Overview, Tourism, Service, Segmentation, Service design, Customers’ Needs, Distribution) (3 marks for quality)

Main Body (35)

1. LO1; Brief overview of the company – current/new mission, vision, marketing techniques etc.

What is the company like; mission (1), vision (1), goals (1), company culture etc. (1)? What techniques do they appear to use to market and sell their products (1)?

1. LO4; Describe the tourism in the destination

Type of tourists (1), Number of tourists (1), activities undertaken/tourist demands(1), factors relevant to business (2)

1. LO2; Describe characteristics of service sector applicable to the current/new product/service

LO8; Describe the current/planned prices

What is the current service/new service? (1)

How will it operate? (1)

Why is it good/needed? (1)

What prices will/are applied (1)

Why are these prices applied? (1)

1. LO5; Describe the segmentation, targeting, positioning and competitive advantage of the current/new product/service

Describe how this service is/will be:

Segmented (1)

Targeted (1)

Positioned (1)

What is the competitive advantage(1)

(Overall quality of description - 1)

1. LO6; Describe the service design process, branding, and service quality of the current/new product/service

What is the service process? (1)

How will the service be branded? (1)

How will service quality be provided and ensured? (2)

(Overall quality of description - 1)

1. LO7; Describe how the customers’ needs and wants are satisfied. Explain how customer satisfaction and loyalty are ensured

How does/will this product:

Match customer Needs (1)

Match customer Wants (1)

Provide Customer Satisfaction (1)

Ensure Loyalty (1)

(Overall quality of description - 1)

1. LO9; The distribution channels, marketing intermediaries, personal selling and direct marketing strategies for the current/new product/service are explained

How will/is this product marketed to the customer (2)

Examples of marketing tools (2)

(Overall quality of description – 1)

Conclusion (10)

1. Key concepts are effectively summarised

All areas of the report are briefly summarised (1 mark for each area: Overview, Tourism, Service, Segmentation, Service design, Customers’ Needs, Distribution) (3 marks for quality). Do not copy the executive summary!

References (10)

1. All references are correct, according to Harvard

10

Overall Presentation (5)

1. Spelling is correct throughout and sentences are complete and concise, and assignment does not exceed the word count