市场营销Bahrain Bay Case报告案例

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The Analysis Report of Bahrain Bay Case

Bahrain Bay, which aims at being a presented collection of waterfront residential, retail and commercial development, representing a unique new focal point in Bahrain, is a joint venture between Arcapita Bank and a Bahrain-based investment group. Through long history of development, we can dig out many marketing highlights in it.

We have made the discussion below to try our best to solve six questions about the case. Firstly, what are Bahrain Bay’s four foundational philosophies, and how might they be used as marketing tools? Secondly, what would you see as being Bahrain Bay’s mission? Thirdly, what is the MIPIM, and why was it important for Bahrain Bay to target its potential customers, investors, developers, and retailers? Fourthly, why might the Kingdom Bahrain be an attractive location for overseas investors? Fifthly, what are Bahrain’s closest competitors for inward foreign investment? In the end, what part of the marketing mix is related to the football sponsorship, and what function does it perform?

According to our analysis, Bahrain Bay has set up four foundational philosophies as follows:

1. Aesthetic

Working in close association with planners, architects and developers the aim is to create a world-class destination which blends perfectly with its surrounding environment. Diversity of style and design is of paramount importance in creating an environment which is stimulating, surprising and alive.

2. Sustainability

In terms of sustainability, we can divide it into economic sustainability and environmental sustainability. The project is of large scale and high quality level, once completed; its aim is to be an important economic driver for the whole of Bahrain. Environmentally, it is being constructed with the ambition of balancing the need for energy with the preservation of the region’s precious resources. The overarching vision is also to make as little environmental impact as possible. As Vincent said, Bahrain Bay is committed to helping develop commercially sound and ecologically viable approach to development.

3. Community

Bahrain Bay has already taken the philosophy of community development

and support into the communities around Bahrain Bay. Sponsoring and making a substantial donation to the Busaiteen Football Club is a typical example to create the foundations for a long lasting partnership between Bahrain Bay and its wider community. As a result, these will create many opportunities to form the ties that truly unite a community.

4. Social consideration

The project is a mix of commercial, residential and retail units, which offers opportunities for all. When the investors' and residents' interests meet together, it is a profitable project without doubt.

From its foundational philosophies, we can see clearly that its mission is to create a thoughtful and essential contribution to Manama, Bahrain and the Middle East via a thoroughly planned residential, commercial and retail units.

MIPIM (Marché International des Professionnels d'Immobilier) is a market for international property trade in Cannes, France. The exhibition ever attracted a large number of property and investment from all over the world. Bahrain Bay released their news at MIPIM which confirmed that international and regional developers and investors are committed to create a new waterfront community and it will offer the potential customers a way of living and working designed for the 21st century. It’s an effective way to publicize Bahrain Bay’s project.

Kingdom of Bahrain makes itself an attractive location for two main reasons. One is its natural conditions including geographic position and population. The demographic changes within Bahrain, its proximity to the rapidly growing Eastern Provinc es of Saudi Arabia, and the location within Manama’s prime northern corridor make it a compelling location for many businesses. The other one is its profitable projects. Not only Bahrain Bay, there are so many other attractive projects, such as Bahrain Investment Wharf, Bahrain Financial Harbour, Bahrain City Centre, Durrat Al Bahrain, and Amwaj Islands.

Where there is business, there exists competitors. It is reasonable that other countries may imitate this profitable project, which will be a threat to Bahrain's inward foreign investment. In addition, real state is a trade that needs large investment, therefore, other kinds of trades not needing so much investment will be a more favorable choice for overseas investors.

It’s a wise choice to sponsor the Busaiteen Football Club which applies the marketing mix properly.

1. Promotion

The club is considered to be one of the main contenders for the title each year, so the sponsorship will greatly increase its reputation in the Bahrain. By investing in and working with local activities, they are creating the foundations for a long