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Dubai land

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  1. What should be the content of the strategy? What would you do if you were in Christian Perdier's shoes? What would you propose to the Chairman in five days?
  2. What key priorities would you set for you and your team to get speed of delivery?
  3. What would you do with this strategy? How would you share it? And with whom?
  4. What kind of team would you put together and how would you build it?
  5. How would you obtain consistent and high levels of customer experience in the design and running of Dubai land, in a situation where a big chunk of the destination is managed by others?

Dubai is at the same time a city and an emirate of the United Arab Emirates.

Though Dubai is not the capital of the United Arab Emirates, the largest emirate or the most populated one, it is the most known of the seven emirates which compose the federation. This fame is due to the huge media coverage of tourist projects like the most luxurious hotel Burj-Al-Arab, and the sparkle of gigantic real estate projects like the Palm Islands, an artificial peninsula created in the shape of a palm tree; 'The World', an artificial archipelago which reproduces the chart of the world; Dubai Marina with particular and disproportionate architecture, and the highest building of the world, Burj Dubai.

These projects are presented as having the potential of becoming the first destination world of tourism of luxury a few years from now, and of becoming one of the world's poles of familial, business, and commercial tourism.

The huge project, called Dubai land, is a reflection of what Dubai wants to be. The substantial investment (US$70 billion) reflects the involvement of Dubai and its attractiveness. The complex will be composed of 4 entertainment centers, with about 40 attractions, hotels, restaurants, etc.

[...] He needs to begin the recruitment of 10,000 people who will be working for the project, and he may begin screening applicants for the 250,000 jobs. Since 10,000 employees are needed urgently, he may review some resumes. For the project team, he needs to recruit various profiles, like managers, people in charge of the safety of the attractions, etc., and the quicker he does this, the better it will be for everyone. He may then begin to seek partnerships with different hotels, restaurants, etc. [...]


[...] How would you obtain consistent and high levels of customer experience in the design and running of Dubai land, in a situation where a big chunk of the destination is managed by others? An important part of the project is not owned by us. As a consequence, we have to work with different parts. In this case, we have the Third part and the government. They may not have the same customer experience and the satisfaction of their clients that we have. [...]


[...] However, there are some gaps is communication. Communicating with all employees could prove to be difficult. Everybody cannot be available at the same day and the same hour, so I suggest that we meet the main managers of each department, who will then communicate with their respective teams. It would help save time, because there would not be any disruption in the work. Moreover, we need to pay attention to the fact that managers do not have the right to reveal everything about the project. [...]

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