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Essay / Research Paper Abstract
This 16 page paper develops a marketing plan for Dubai Internet City in order to attract business from Pakistan. The paper conducts a situation analysis looking at potential target market segments, the way the city will compete and potential competition. A marketing play using different media form is then presented including time line and budget. The bibliography cites 15 sources.
Page Count:
16 pages (~225 words per page)
File: TS14_TEdubint2.rtf
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Unformatted sample text from the term paper:
2.2.4 Indirect Competitors 11 2.3 Company Analysis 12 Figure 1 Positioning Map 12 2.4 Community/Climate Analyses 13 3. Marketing Mix 14 3.1 Product 14 3.2 Price 15 3.3 Placement 15 3.4 Promotion 16 4. Budget and Timeline 17 Figure 2 Timeline 17 Figure 3 Budget 18 References 19
Executive Summary The plan is for the marketing of Dubai Internet City in 2010. The plan is to market the area to IT firms in Pakistan
offering a high level of differentiation to attract firms that may be constrained by the market condition and intentional reputation of Pakistan. Targeting services, software and hardware firm there is
a promotion that will use printed media in magazines and newspapers that are read by the target market, as well as the use of an internet site and bill board,
all of which are highly targeted and aim to attract business in the short and ling term. The initial budget will be $372,500 and will be assess before and after
launch with the use of focus groups so that the marketing may be adjusted as needed. The campaign should break even by the end of the first year.
1. Introduction Dubai Internet City is a large technology park set up as a free economic zone under the concept of clustering,
allowing films of a similar nature in the same or similar industries in the same area, this is the concept that has helped areas such as Silicon Valley grow and
stimulated further growth. Dubai Internet City is one of several clusters that are seeking to gain investment into the country; other areas include Dubai Knowledge Village and Dubai Media City.
Dubai Internet City is located about 25 kilometres south of Dubai City and already has 180 clients including prestigious companies such as Microsoft and Siemens. The growth rate has been
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