The media industry is the important part of the country’s infrastructure. The media companies are able to cover the huge audience but the level of competition in the industry remains significant. Dubai Media Incorporated is the leading media company in the United Arab Emirates. The company achieved its success due to the effective strategy focusing on the marketing and brand image.
Dubai Media Incorporated (DMI) has become the market leader in the media industry of the United Arab Emirates. The roots of the company success lied in the monopolistic position initially gained by the organization as it was founded as the government-owned company. In addition, the merger with AMG (Arab Media Group) allowed the firm to broaden the audience coverage significantly as well as to diversify its activity. The deal was made in 2009 and it marked the new period in the history of the organization.
The merge resulted in the inclusion of the popular radio stations as well as the online firms in the company’s structure. In addition, DMI owns the popular TV channels in the United Arab Emirates. The print Arab newspapers are also included in its holdings. It can be said that the company covers the most part of the country’s audience and dominates the media market. Furthermore, it actively participates in the news coverage at the international level. Nowadays, the holdings of DMI include Dubai TV, Al Bayan Newspaper, Sama Dubai, Dubai One, Dubai Sports, Dubai Racing, Noor Dubai Radio, Emarat Al Youm Newspaper, Emirates 24/7, which is the specialized in business media published in English, Masar Printing and Publishing Company, Tawseel Distribution and Logistics, Dubai FM, Noor Dubai Radio, and Ara Magazine (Media Channels 2013).
The significant diversification allowed the company to reduce the risk of the dependence on the certain sectors of the media market. In addition, it resulted in the broadening of the market share. Finally, the diversification as one of the major strategies in management helps to increase the level of competitiveness and to improve the prospects for the long-term growth. And the development of the company in the long run depends on its ability to retain the market share by providing the exclusive news to the audience as well as by launching the new media products.
The slogan of the company says that “DMI is a pioneering media organization focused on innovation, quality and working in line with the strategic objectives of the Government of Dubai” (About Dubai Media Incorporated 2013, n.pag.). The merge with AMG allowed the company to increase the level of its technological equipment as well as to improve the competence of the personnel. The firm initiated the electronic application for the training services in order to engage everyone interested in the media career building (Dubai Media Incorporated 2013). Thus, the recruitment process takes an important place in the company’s strategy.
Nowadays, the company is focused on the marketing campaign and the development of its brand, which will allow it to expand internationally and to position itself as the strong player in the international media market. The implementation of the innovative approaches in the marketing strategy is important for gaining the competitive advantage in the market. In addition, the management of DBI explains its success by the creativity and the innovativeness of the business model (About Dubai Media Incorporated 2013).
References
About Dubai Media Incorporated (2013). Web.
Dubai Media Incorporated (2013). Web.
Media Channels (2013). Web.