The Dubai-land Case

Acepublisher .

Order the writing of a tailor-made Business strategy Term papers

Free quote online

Thesis Format .doc

The Dubai-land Case

Download

Read an extract

Reader
Abstract
Contents
Extract

Abstract

The Dubai-land Case illustrates the issues linked to creating a vision for a gigantic endeavor and making sure it happens. The case is set in 2007, in the first few months after a CEO is hired to make the vision happen. Between February 2007 and December 2010, the CEO will have to turn a plan into a reality; opening a leisure and entertainment complexes of 27,000 hectares and hiring the first wave of the 250,000 people who will ultimately work in a hub that will include dozens of theme parks, hotels, retail and residential units. Setting the vision and enlisting the enthusiasm of a team is a common challenge that many companies, business units and CEO's face when they set off in a new direction: Nothing is certain, detailed or fixed. Yet, there is a need to set a direction, get people on board and start to make it happen. In your analysis of the Case you are asked to consider the following:

Introduction
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?
What key priorities would you set for you and your team to get speed of delivery?
What would you do with this strategy? How would you share it? And with whom?
What kind of team would you put together and how would you build it?
How would you obtain consistent and high levels of customer experience in the design and running of Dubailand, in a situation where a big chunk of the destination is managed by others?

Get this table of contents for free after login.

Extract

[...] These appointments will allow detailing the main problematic and improving the action plan (on individual case basis). The next step will be to introduce myself to a large number of employees (it is important in the Arabian culture to use the oral storytelling), the new vision, mission and values of the project (use also videos which shall be shared on the website and the Intranet). The next step will be to develop a complete and professional website with texts and videos and different objectives: improving the endorsement of the employees, the brand image and the credibility of the project, offering controlled information to the press (the website will be managed by the public relation department). [...]

[...] It will be also a first step for improving the synergies between the projects. The last step is to communicate efficiently with the worldwide press and control the information concerning the last changes. It is important to be represented by the public relation department in order to keep the official speech coherent. I think it will be important to choose Christian Perdier as spokesperson for reinforcing the image of the top management and improving the credibility of the project. What kind of team would you put together and how would you build it? [...]

[...] ) action plan : contact the company which worked on the Hong Kong's Octopus project (multipurpose card). It is all the points that I will present to the chairman: the vision, the mission, the values and the 8 keys strategies (with the beginning of my action plan for each point). What key priorities would you set for you and your team to get speed of delivery? It is important to redefine and reinforce the motivation by communicating on the vision, the mission and the values of the project in order to refocus the entire workforce in the same direction (see above, the action plan about it). [...]

[...] Manage the problems with the third parties and organize negotiations (for globally operating the projects in order to control the progresses and manage better the raw materials), finding new partnerships for ensuring the supplies in raw materials action plan: contact the main third parties, study the cases and organize negotiations (on an individual case basis). Organize the lobbying with the government and local authorities for resolving the actual problems and preventing the possible future ones action plan: create a “public relation department” (with project's ambassadors) specialized in relation with the local authorities and with an efficient network. [...]

[...] It is compulsory to create active collaborations in order to maximize the efficiency and improve the global functioning. Actually, the projects are managing independently without cooperation and consultation. It is in the special interest of all the actors to work together in order to achieve the project on time. The first common project cans be the management of the entire life cycle between all the different tourist steps (booking to transport to hotels to etc . This first collaboration cans be the perfect and concrete instance of the cooperation importance for completing efficiently this amazing project. [...]

doc