Welcome

WORLD UNIVERSITY OF BANGLADESH

Submitted To

Syed Ahmed TujuddinLecturer Department of Business AdministrationWorld University of Bangladesh

Submitted By

Sunflower Group

Sunflower Group Members S. M. Saifur Rahman ID: WUB 01/13/42/2552Batch: 42 ( c )

Sheik Sadia ID:WUB01/13/42/2539Batch : 42 ( c ) Sujan Chandra Kar

ID: WUB01/13/42/2551 Batch : 42 ( c )

Soniya Akter ID:WUB 01/13/42/2559Batch : 42( c )

Anika TahsinID: WUB 01/13/42/2526Batch : 42 ( c )

Our Topic Name

Bahrain Bay :Building Customer Relation for the Future

Company case

Introduction

Bahrain Bay is a perfect example of implementation of marketing plan. Bahrain Bay Development is an organization which is a joint venture between Arcapita Bank and Bahrain-based investment group situated in Manama northeast coast in the country of Bahrain and surrounded around Manama waterfront. The theme of company is combination of commercial, residential and retail units. The real attraction of project is Bahrain’s first four season Hotel and resorts; project is due for completion in 2012.

Summary

The Bahrain bay fully concentrated on the marketing mix. That is, Product, Price, Promotion and Place, the four foundational philosophies. We can take them as marketing tool to describe the Bahrain Bay Development.

Place: The Project is situated in the Manama waterfront, very near to theeastern province of Saudi Arabia. And potential customers,investors, developers and retailers are been targeted in suchimpressive project

Price: The Bahrain Bay attracted capital lands, becoming of the Asia’s best developers who are developing $8000 million development within the project.

Products: In 2005, the entire project’s designs were approved, giving as a final approval. The main thing was the innovative architectural design and engineering of Skikdmore and Owing & Merrill. In 2008, in March it is announced 60% of units were sold to Domestic and international companies and by July, it is also announced that 80% of land sold, with 16 months of hardworking marketing, in over 12 to 24 months selling rest of the project.

Promotion

The companies are involved in development were with experience and excellent track records. In the promoting the project, their marketing team attended global poverty exhibition.

Major Decision In the making of Bahrain Bay BSC, they took many important major decisions. Like the goal of ensuring the Bahrain bay to a self-governing, self- sustaining community, supporting an exceptional quality of life for residence, business and visitors alike. Major decision like attracted capital land, one of the Asia’s largest developers, who will be developing $8000 million development. The decision of deciding to sponsor and give substantial donation to Busaiteen Football Club.

1. What are Bahrain Bay’s four foundational philosophies, and how might they be used as marketing tools?

Bahrain Bay is a waterfront real estate development situated on the north coastline of Manama in the Kingdom of Bahrain. Created from reclaimed land, the $2.5 billion project has been designed to provide residential, commercial, retail, tourism, and community facilities and public amenities. Bahrain Bay has created four foundation philosophies:

A. Focusing on scale & Aesthetics

B. Social Equity

C. Community Fabric

D. Tomorrow’s Environment

These philosophies help to ensure that Bahrain Bay becomes a holistic, sustainable development becomes a realization and these foundations become a guide for Bahrain Bay to achieve the high stands and attention to detail that they have set for it. Bahrain Bay recognizes the importance of sharing and protecting the environment. They are committed in helping develop a commercially sound and ecologically viable approach to development.

2. What would you see as being Bahrain Bay’s mission?

The mission of Bahrain Bay’s is to ensure a self-governing and self sustaining community and at the same time support an exceptional quality of life for residents, business and visitors. We could see that they want to connect both the residential life and at the same time to be connected and be productive in business by providing the right communication infrastructure which can be integrated as part of development process.

3. What is the MIPIM, and why was it important for Bahrain Bay to target its potential customers, investors, developers and retailers?

MIPIM is an international property event hosted in Cannes, France each March. A kind of trade show that its organizers describe as a market for international property trade. MIPIM attracts people from a wide variety of real estate sectors. It aims to facilitate business between investors, corporate end-users, local authorities, hospitality professionals, industrial and logistics players and other real estate professionals.

4. Why might the kingdom of Bahrain be an attractive location for overseas investors?

The kingdom of Bahrain was an attractive location for overseas investors because of its stable rather booming economic status as a major financial and commercial centre, as well as many rising projects like Bahrain Investment Wharf, Bahrain Financial Harbour, Bahrain City Centre and many others.

5. What are the Bahrain’s closest competitors for inward foreign investment?

Inward foreign investment is the injection of money from an external source into a region, in order to purchase capital goods for a branch of a corporation to locate or develop its presence in the region and Competition includes all actual and potential rival offerings and substitutes, which a buyer might consider. The Bahrain’s closet competitors for inward foreign investment Wharf, Bahrain Financial Harbour, Bahrain City Centre, Durrat Al Bahrain and Amwaj Islands. Between them they are contributing 27.4 % average growth per annum to country’s real estate sector who came to invest in Bahrain, Qatar, Kuwait, Saudi Arabia and of course U.A.E majorly Dubai.

6. What part of the marketing mix is related to the football sponsorships, and what function does it perform?

The purpose of investing and working with the football sponsorship is:

to communicate a wide range of messages to the greater number of audience, to address challenges as they present themselves in the competitive marketplace,

to ensure that all marketing messages conform to the highest possible standards and support the brand name of Bahrain Bay as a vision of the business featured.

Recommendation

Bahrain Bay is spending so much of money for entertainment, business and commercial developments. One of the key aspects of life is health care and education sector. They did not pay any attention in developing schools and hospital.

Conclusion

As I told that Bahrain Bay is perfect example of implementation of marketing plan. And the real key marketing messages tell that about communication, which the main broadcast of audiences. The presentation of the whole project as addressed challenge in the competitive market place. Creating high standards and supporting the brand name of Bahrain bay as a vision of the business future.

Any Questions?

Thank you all