Emaar Swot Analysis

SWOT Analysis

Is a planning method used to look over at the strengths, weaknesses, opportunities and threats involved in a business firm.

Strength

1) Support by the government

The UAE government claims 32 percent stake in Emaar properties they also have vast access to land required for developing properties. The government sustain business at the time of crises they provide money to the UAE banks, such helplines can help the company and give the company a financial support.

2) Business Model

Emaar properties created a successful business model, they not only focus on providing properties but also creating luxuries lifestyles to live in. their innovations offering schools retail center golf fields marine themed lifestyles has provided

Excessive exposure in Dubai

Emaar has forayed into international market to lessen its dependence on Dubai, but even after entering the international market emaar has not been able to reduce its exposure to the Dubai market. In 2009 an agency had rated Emaar BBB (a medium credit rating and the lowest score company) and was said that emaar had higher ratings along because of its support from the UAE government.

2. Labor and quality issues

Emaar properties project ‘The Burj Dubai’ which was constructed in the heart of Dubai the labors for the project had accused the company for paying low wages and being ill-treated which lead to damaging properties this destroyed the reputation and image of the company which lead in delay of the construction of the company. The company was also accused for poor quality equipment’s these problems resulted the company to lose its potential customers.

Opportunities

1. Powerful position in domestic market.

Emaar company has earned a lot of scope to increase its presence in Dubai after successful construction of key assets in Dubai such as Dubai mall and Dubai marina mall they have also constructed hotels, international school and university of arts after the growing demand for local demand for art studies all these completion of projects has given emaar group a powerful position in domestic

Consumer Analysis

Emaar group targets upper class people by providing them with an experience of living in a luxurious lifestyle, the company is doing its best to meet their expectation in term of quality and service.

Upper class individuals are mostly ambitious and future oriented people who have succeeded financially and now are seeking to enhance their quality of life.

Emaar group has not only provided luxurious apartments and villas but also a luxurious surrounding and environment to live in Emaar has constructed many projects targeting the upper class such as down town Dubai like Dubai mall, hotels such as Armani hotel, Burj Khalifa.

The Maslow’s hierarchy of need that is satisfied with the purchase of such products is the safety and esteem needs, Safety need refers to the need for security and protection emaar group makes sure that it gives an individual an experience to live in a safe, secure and a comfortable