Big Bus Tours Essay
INTRODUCTION
This report is centered on The Big Bus Tours Ltd. which is the leading tour bus operator with presence in over 17 cities around the world (The Big Bus Tours, n.d.). Three of the cities it operates in are Abu Dhabi, Sharjah and Dubai which the report will focus on. The focus of the report will be on analysing the environment it functions in through a PESTLE (Political, Economic, Social, Technological, Legal and Environmental) analysis, understanding its marketing strategies for UAE, determining its objectives in the market and undertaking a SWOT and competitive analysis. This report also highlights the target market, positioning, customisation and the corporate social responsibility efforts of the brand in the country. After the
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It has 7-8 months of summer with 3 months of extreme heat hampering tourists from enjoying the dazzle of the city. The country experiences a sharp decrease in inflow of tourists and provide discounts to encourage people to visit the country. Apart from this, UAE is facing quite a few environmental issues. The desalination plants used to purify seawater is producing the largest amount of carbon footprints (The New York Times, 2010). Carbon dioxide in UAE is 44 times more than that of India and 15 times more than China (Reuters, 2007). Despite the oil wealth of the country, it is running out of energy sources to support its extravagant lifestyle. There are also rising concerns about the environmental impact of the fast-paced growth of the country and its …show more content…
CORPORATE SOCIAL RESPONSIBILITY
The Big Bus Tour Company's 'corporate citizenship' has been evaluated using Archie Carroll's Pyramid of Responsibilities (Appendix 10.2). According to this concept, Corporate Social Responsibility includes four parts- Economic, Legal, Ethical and Philanthropic (Carroll, 1998).
Economic- The Big Bus Tours Ltd. is constantly working towards the interest of its shareholders. The company is always on the lookout to tap new markets, bring in new innovations and gain a considerable amount of the market share which they have been successful in doing because they are the leaders in the Hop-on Hop-off tour service industry. From this, its economic commitment towards the shareholders is evident.
Legal- Big Bus Tours is registered with the National Transport Authority of UAE and function in accordance with the laws and regulations set by the authorities of the country. There is no data available its consistency with the regulations in other cities within which it operates. However, no reports have been found about Big Bus Tours breaching the laws till date so it is safe to assume that they have met minimum legal
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