6. Introduction
Bahrain Bay is a perfect example of implementation of
marketing plan. Bahrain Bay Development is an
organization which is a joint venture between Arcapita
Bank and Bahrain-based investment group situated in
Manama northeast coast in the country of Bahrain and
surrounded around Manama waterfront. The theme of
company is combination of commercial, residential and
retail units. The real attraction of project is Bahrain’s first
four season Hotel and resorts; project is due for
completion in 2012.
7. Summary
The Bahrain bay fully concentrated on the
marketing mix. That is, Product, Price, Promotion
and Place, the four foundational philosophies.
We can take them as marketing tool to describe
the Bahrain Bay Development.
8. Place:
The Project is situated in the Manama waterfront, very near to the
eastern province of Saudi Arabia. And potential customers,
investors, developers and retailers are been targeted in such
impressive project
Price:
The Bahrain Bay attracted capital lands, becoming of
the Asia’s best developers who are developing $8000
million development within the project.
9. Products:
In 2005, the entire project’s designs were approved, giving
as a final approval. The main thing was the innovative
architectural design and engineering of Skikdmore and
Owing & Merrill.
In 2008, in March it is announced 60% of units were sold to
Domestic and international companies and by July, it is also
announced that 80% of land sold, with 16 months of
hardworking marketing, in over 12 to 24 months selling rest
of the project.
10. Promotion
The companies are involved in development were with
experience and excellent track records. In the promoting
the project, their marketing team attended global
poverty exhibition.
11. Major Decision
In the making of Bahrain Bay BSC, they took many
important major decisions. Like the goal of ensuring the
Bahrain bay to a self-governing, self- sustaining
community, supporting an exceptional quality of life for
residence, business and visitors alike. Major decision like
attracted capital land, one of the Asia’s largest
developers, who will be developing $8000 million
development. The decision of deciding to sponsor and
give substantial donation to Busaiteen Football Club.
12. 1. What are Bahrain Bay’s four foundational philosophies,
and how might they be used as marketing tools?
Bahrain Bay is a waterfront real estate development
situated on the north coastline of Manama in the
Kingdom of Bahrain. Created from reclaimed land, the
$2.5 billion project has been designed to provide
residential, commercial, retail, tourism, and community
facilities and public amenities. Bahrain Bay has created
four foundation philosophies:
13. A. Focusing on scale & Aesthetics
B. Social Equity
C. Community Fabric
D. Tomorrow’s Environment
14. These philosophies help to ensure that Bahrain Bay
becomes a holistic, sustainable development becomes a
realization and these foundations become a guide for
Bahrain Bay to achieve the high stands and attention to
detail that they have set for it. Bahrain Bay recognizes the
importance of sharing and protecting the environment.
They are committed in helping develop a commercially
sound and ecologically viable approach to development.
15. 2. What would you see as being Bahrain Bay’s mission?
The mission of Bahrain Bay’s is to
ensure a self-governing and self sustaining community
and at the same time support an exceptional quality of life
for residents, business and visitors. We could see that
they want to connect both the residential life and at the
same time to be connected and be productive in business
by providing the right communication infrastructure
which can be integrated as part of development process.
16. 3. What is the MIPIM, and why was it important for Bahrain Bay to
target its potential customers, investors, developers and retailers?
MIPIM is an international property event hosted
in Cannes, France each March. A kind of trade show that its
organizers describe as a market for international property trade.
MIPIM attracts people from a wide variety of real estate sectors. It
aims to facilitate business between investors, corporate end-users,
local authorities, hospitality professionals, industrial and logistics
players and other real estate professionals.
17. 4. Why might the kingdom of Bahrain be an attractive location for
overseas investors?
The kingdom of Bahrain was an
attractive location for overseas investors because of
its stable rather booming economic status as a major
financial and commercial centre, as well as many
rising projects like Bahrain Investment Wharf,
Bahrain Financial Harbour, Bahrain City Centre and
many others.
18. 5. What are the Bahrain’s closest competitors for inward
foreign investment?
Inward foreign investment is the injection of
money from an external source into a region, in order to purchase
capital goods for a branch of a corporation to locate or develop its
presence in the region and Competition includes all actual and
potential rival offerings and substitutes, which a buyer might
consider. The Bahrain’s closet competitors for inward foreign
investment Wharf, Bahrain Financial Harbour, Bahrain City Centre,
Durrat Al Bahrain and Amwaj Islands. Between them they are
contributing 27.4 % average growth per annum to country’s real
estate sector who came to invest in Bahrain, Qatar, Kuwait, Saudi
Arabia and of course U.A.E majorly Dubai.
19. 6. What part of the marketing mix is related to the football
sponsorships, and what function does it perform?
The purpose of investing and working with the football
sponsorship is:
to communicate a wide range of messages to the
greater number of audience,
to address challenges as they present themselves in
the competitive marketplace,
to ensure that all marketing messages conform to the
highest possible standards and support the brand name
of Bahrain Bay as a vision of the business featured.
20. Recommendation
Bahrain Bay is spending so much of money
for entertainment, business and commercial
developments. One of the key aspects of life
is health care and education sector. They did
not pay any attention in developing schools
and hospital.
21. Conclusion
As I told that Bahrain Bay is perfect example of implementation
of marketing plan. And the real key marketing messages tell
that about communication, which the main broadcast of
audiences. The presentation of the whole project as addressed
challenge in the competitive market place. Creating high
standards and supporting the brand name of Bahrain bay as a
vision of the business future.
