New Business Park Marketing Plan for Dubai Internet City Coursework

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Updated: Mar 17th, 2024

Executive Summary

The business expansion of Dubai Internet City will be carried out in Southeast India, in Kerala. This follows the initial plans that were there. This region is chosen since there is a high potential to get more customers here considering that the IT companies are seeking to move to the developing countries. More so, Dubai Internet City will have to capitalize on the adequate labor that is found in this region. This business has a higher potential of succeeding since Dubai Internet City has been a market leader in the region and it has great expertise that it has obtained over time in the course of carrying out its business operations.

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There will be adequate promotion so as to obtain a substantial number of customers and especially through advertisement. The budget committed to this marketing plan is 622 million US dollars. The companies targeted are the IT multinational companies who are willing to carry out their operations in India.

Situation Analysis

Customer and Location

The Dubai City is to carry out the expansion of its market in to Southeast India as it had earlier on announced. It is supposed to sign a memorandum of understanding with the government of State of Kerala to develop a high-tech business property for information technology companies in the city of Kochi (Anonymous, Dubai Internet City signs MoU with Kerala government for developing IT Business Campus, 2005).

This new center that will be set up by Dubai Internet City (DIC) will play a role as a global center of excellence for industry of information technology and having special concentration on the IT-enabled services. There will be the transferring of ownership of the project of Inforpark which is a business park that is located in India to Dubai Internet City.

Competitors

There are more than 450 business parks all over the world. These parks include science parks, business support centers, and incubators. Taking the case in Asia, the idea of business parks was a new concept as per the year 2003. There has been setting up of the business parks in such countries as Singapore, India, and Malaysia. Most of these have been putting much focus on the traditional concept which is space rental and services. Taking an example in the case of Singapore, the International business park of this country housed 200 companies which composed of foreign companies as well as local companies. The services these companies offered included supermarkets, restaurants, banks, fitness center, childcare and also, copying service. More so, Singapore as well set up industrial parks so as to attract workers to Singapore (IMD International, 2005).

Taking the case in Malaysia, there is the Technology Park Malaysia or simply referred to as TPM. This park was designed to promote Malaysia in to the technology era. It covers 750 acres of land. It put in place Biotech City, Engineering City, and Communications and Technology City. This park was set up in a manner that it would offer infrastructure as well as services that are first class and to boost growth that is innovative in the building up of technology-driven business organizations that are competitive in the world market.

TPM also provided the distinctive variety of further services. These services include financial institutions, restaurants, sports center, and convenience stores. On top of these, the Technology Park Malaysia Academy was located in the park. This was for the reason that the government of Malaysia taking an initiative to boost knowledge economy. This academy gave out degrees as well as certificates in the field such as engineering, languages, business entrepreneurship, ICT and multimedia, and in life sciences (IMD International, 2005).

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Despite the competition from other business parks in other regions in Asia. Dubai Internet City has been able to attract the major technology firms and this has enabled it to be a market leader in the region (Anonymous: Dubai Internet City, 2010). Other business parks in the region have not been able to attract major technology firms and this is where, at the present, much profitability can originate from. In this new business park, there will be a target for the company to becoming a more-service-oriented rather than investing in real estate. The Dubai Internet City has been able to attract big technology firms (Anonymous: Dubai internet City looks ahead for region’s Telecom industry, 2009). This will enable the new business to raise profitability as well as win a competitive advantage.

Company Analysis

This new business venture is expected to be among the biggest IT parks in India and there are also expectations that it is going to have a great impact on the economy of the country that is positive. This venture will enable more people to be employed and the number of those to be employed is expected to be about 33,000 people in the initial period of seven years.

The development of this business will offer a contribution towards making Kochi to come among the major IT destinations of India. It will set up a micro-economy of its own with companies. Among the main objectives of Dubai Internet City should be to take advantage of the adequate human capital that is found in Kerala. Dubai Internet City will bring in this new business the great expertise it has obtained in the cause of building up one of the globally recognized IT business campuses that is greatly advanced. Among these will be the abilities in developing and carrying out operations on the next-generation communication links that bring down the level of operational disturbances and the company costs. In this new business, Dubai Internet City will as well set up a one-stop-shop services that are essential for the running of the IT companies to carry out their business activities. There will also be need to have a single-window facility in order to have approvals from the government and these will include the permits as well as licenses. This new business will also have to provide other services such as hospitality, management of facility as well as telecom.

There will also be need to set up programs for the new business on which leverage can be carried out in order to carry out the exploration of and expansion of business and channel building opportunities.

After signing of the memorandum of understanding, Dubai Internet City will in turn have to carry out a market research that is detailed in order to identify what the prospective companies expect from them. On the basis of this research that will be carried out, there will be hope by Dubai internet City to set up an environment as well as infrastructures together with a lifestyle that will play a major role in meeting the requirements of those business organizations that are knowledge-based as well as these organizations’ knowledge workers. Since Dubai Internet city has a mission of going global, it should also consider extending its business activities to other regions such as Pakistan and Iran among others.

Basically, India is currently chosen for the business expansion by Dubai Internet City for the reasons that it has a great potential having more customers coming in to it. And there is adequate skilled labor in this region on which Dubai Internet City will have to capitalize.

Marketing Mix

The place at which Dubai Internet City will have to set up its new business is southeast India in Kerala. This is for the reason that in this region, there is adequate labor force that is qualified and DIC will have to capitalize on this so as to cut down its operational costs in order for it to obtain higher profits. More so, in this region, there is a high potential to get more customers since many companies in the field of technology are targeting developing countries (Anonymous: Dubai Internet City signs MoU with Kerala government for developing IT Business Campus, 2005)

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The new business park will be set up in such a way that it will have to look different from those of competitors. This will be possible for the reason that Dubai Internet City has gained great expertise in setting up IT business campuses that are among those that are highly advanced in the world. Following this, there will be a possibility that there will be a reduction of the costs and the operational interruptions. This will have to increase efficiency in the operations and the company will be able to offer services to the customers at favorable prices among other favorable terms.

Promotion will have to be carried out in order for the company to gain the awareness of the customers. This will have to be carried out through advertising and public relations. There will be ensuring that there are appealing public relations. This will have to be carried out through ensuring that there is a good public image of the company at all times.

Advertisement will have to be carried out through various mediums. These mediums will include television, local newspapers and magazines, and also on the internet. Multinational Companies will have to be targeted that are engaged in information technology. The top managers of these companies will be the main target. The core message will have to centralizing on giving out information of how important it is for their companies to come and carry out their business operations in India and how important it is to become a customer of this new business park in this country. Among the advantages that will be indicated is that the companies will have to carry out their business activities in a favorable environment where they will be exempted from government taxes, there is permitting of a 100 percent foreign ownership among other advantages (Outlaw-law.com, 2009).

The advertisement done on television will be carried out at the time when there is likelihood that most of the top managers are watching TV. The appropriate time is in the course of news bulletin and especially the business news on the international TV channels. The success of this promotion through advertising will have to be measured. Since in the course of the advertisement there will be giving out the communication contacts, the response through phone calls as well mails will be a major measure of success. More so, by the managers taking an initiative to pay a visit to the offices of the new business park, this will as well be an indication that there is a particular level of success of the promotion. More so, this will also be done through the market surveys that will be carried out. However, promotion is not just all about attracting customers but maintaining the existing customers as well, by determining the stability of the number of loyal customers, this will also serve to indicate the success of the promotion.

Budget and Timeline

Marketing plan budget for 2010 (In million U.S dollars):

The total budget is expected to be 662 million U.S dollars. The revenue expected from this budget is projected at 5 billion US dollars within a period of one year, that is, the first year.

JanFebMarAprMayJuneJulyAugSepOctNovDec
Personnel
Salaries and Wages5050100
Benefits303030303030180
Pay off taxes2020203090
Commissions and bonuses0
Personnel Total502030203020303030305030400
Marketing research
Primary research202040
Secondary research10101010101010101090
Market research Total1010102010101010102010130
Marketing communications
Advertisement3339
Branding11
Web sites22
Direct marketing224
Internet marketing224
Analyst relations112
Press relations11
Marketing communications Total31233211212323
Channels
Overall communications and training5510
Overall promotions and incentives555555555550
Overall commissions and bonuses0000000000000
Total channels55555555555560
Customer acquisitions and retention
Lead generation333333324
Customer loyalty2222210
Customeracquisition and retention total23333223232334
Other
Postage11114
Telephone111115
Travel
Computers and office equipment2226
Other Total21112111211115
Total marketing budget725051524340495051508052662

Reference

Anonymous. 2010. Dubai Internet City. Web.

Anonymous. 2009. Dubai Internet City looks ahead for region’s Telecom industry. Web.

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Anonymous. 2005. Dubai Internet City signs MoU with Kerala government for developing IT Business Campus. Web.

IMD International. 2005. Dubai Internet City: Serving business. IMD 224

Outlaw-law.com. 2009. Establishing a company in Dubai Internet City. Web.

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IvyPanda. (2024, March 17). New Business Park Marketing Plan for Dubai Internet City. https://ivypanda.com/essays/new-business-park-marketing-plan-for-dubai-internet-city/

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"New Business Park Marketing Plan for Dubai Internet City." IvyPanda, 17 Mar. 2024, ivypanda.com/essays/new-business-park-marketing-plan-for-dubai-internet-city/.

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IvyPanda. (2024) 'New Business Park Marketing Plan for Dubai Internet City'. 17 March.

References

IvyPanda. 2024. "New Business Park Marketing Plan for Dubai Internet City." March 17, 2024. https://ivypanda.com/essays/new-business-park-marketing-plan-for-dubai-internet-city/.

1. IvyPanda. "New Business Park Marketing Plan for Dubai Internet City." March 17, 2024. https://ivypanda.com/essays/new-business-park-marketing-plan-for-dubai-internet-city/.


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IvyPanda. "New Business Park Marketing Plan for Dubai Internet City." March 17, 2024. https://ivypanda.com/essays/new-business-park-marketing-plan-for-dubai-internet-city/.

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