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Dubai-Land: Christian Perdier’s strategy

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  1. Content of the strategy
  2. Priorities to get speed of deliveries
  3. Implementation and sharing strategy
  4. What kind of team would you put together and how would you build it?
  5. Obtaining consistent and high levels of customer experience
  6. Conclusion

When we think about Dubai, we think about desert, oil and wealth. Dubai is situated on the Persian Gulf coast and is one of the seven emirates of the United Arab Emirates (UAE). Dubai's government is constitutional monarchy and the current ruler is Mohammed Bin Rashid Al Maktoum from the Al Maktoum family.

The emirates has built its wealth with tourism, trade, real estate and financial services. But what made Dubai such an important place in the world are the revenues from petroleum and natural gas. The gas and oil industry provides almost a third of the UAE's Gross National Profit. The Dubai oil reserves now represent 98.2 billion barrels which is 9.5 percent of the global crude oil proven reserves. This little part of the world is now facing a huge issue: After such a long period of double-digit economic growth, the emirate had faced the world economic crisis and the decrease of the oil prices.

So what is Dubai's plan to diversify its revenues and reduce the risk due to the independence from financial services and oil and gas revenues? The answer is that the leading emirates is making huge investments in several sectors such as real estate and tourism. The investments are such important that Dubai is one of the fastest growing cities in the world. In this case, we are going to be focused on the entertainment and the tourism industry in Dubai with ?Dubailand?. Dubailand is an entertainment complex developed by Tatweer which belongs to the Dubai holding. Let's see a couple of figures to illustrate the project: 10 000 people have been hired, the land will be 278 sq. km and will be twice bigger than Walt Disney World. The complex will host 40 attractions, including a Universal Studios theme park, the world's largest snow dome, a Jurassic Park and an exclusive Tiger Woods gold Center. The whole project represents an investment of US$70 billion.

Here is the case of a country that has decided to diversify its entire offer by investing in an unique development: the world largest tourism destination. We can wonder about how Dubai's leaders are managing this huge project in term of strategy, supply chain and Human Ressources.
In the following study, I am going to explain what is the strategic plan made up by the Dubai's vice president, Sheikh Mohammed Bin Rashid Al Maktoum. We will also examine the key priorities of such a project and how the project should be handled in order to be successful.

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