Marketing Concepts

18 Pages 4414 Words

nting to 2.65 Billion AED. 30 % of EMAAR is owned by the government and the other 70 % is owned by 180, 000 national shareholders. The company is the largest developer in the region. Besides the real-estate projects the company also owns and manages subsidiaries such as AMLAK finance, UAE’s first and only mortgage company, the recently launched Dubai Bank and EMRILL, a joint venture with UK-based Company Carillion plc, which serves as the company’s major contractor besides Arabtech.

The company is headed by Mr. Mohammed Ali Al Abbar together with 5 boards of directors. Its activities include providing housing and developing real estate at prime areas throughout the UAE. The company is founded in 1997 after it acquired Union Properties, a company which is involve in property management, construction, interior design, and other related activities, since then the company is being audited by the American auditing firm Arthur Anderson & Co. The company’s aim is to provide high quality real estate and optimise investment of the company’s resources.









OBJECTIVES OF EMAAR

SHORT-TERM OBJECTIVES

Attract customers.
The company should focuses on attracting customers, in order to be in top of the competition. The market for real estate is tough for, there are a lot of real estate developers ready to compete with EMAAR for the value of the customer’s money.
Increase public awareness.
The company must make their presence known in the market, having a tough competition the company must invest in advertising and publicity so that market values of the company would increase.

MEDIUM TERM OBJECTIVES

Continuous market research
The company must aim to continually seek for new ideas so as to meet with the changing demands of their customers. Allowing room for the market research department to grow will enable the company to anticipate and meet future demands of the changing market.
Opening new market segmen...