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TABLE OF CONTENT
1. EXECUTIVE SUMMARY 5
2. BRAND CONCEPT 6
2.1. Product 6
2.1.1. Product concept 6
2.1.2. Customer benefits 6
2.2. Location 6
2.2.1. PESTLE analysis 6
2.2.2. Market trends 6
2.2.3. Market potential 6
2.3. Customer 7
2.3.1. Customer segments 7
3. COMPETITIVE STRATEGY 8
3.1. Competitive analysis 8
3.2. SWOT 8
3.3. Price segment & average prices in EUR 8
3.4. First year revenue forecast 8
4. GLOBAL MARKETING STRATEGIES 9
4.1. Brand logo & slogan 9
4.2. Brand image & brand associations 9
4.3. Brand positioning 9
4.4. Cultural analysis of the country 9
4.4.1. Self-reference criterion 9
4.4.2. High context – Low context 9
4.4.3. Hofstede’s cultural typology 9
4.5. Economic analysis of the country 10

4.6. Taxes & laws 10
4.7. Political risks 10
5. COMMUNICATION STRATEGIES (IMC campaign plan)
11
5.1. Goals and SMART objectives 11
5.2. Promotion Mix tools & content examples 11
5.3. Communication channels 11
5.3.1. Channel KPIs 11
5.3.2. Ad payment models for ad channels 11
5.4. Communication schedule 11
5.5. Communications budget allocation 12
6. DIGITAL STRATEGIES 13
6.1. Wordpress 13
6.1.1. Template 13
6.1.2. Index with Google 13
6.1.3. Information architecture 13
6.1.4. On-page SEO 14
6.1.5. Special features - Plugins14
6.2. Media plan 14
7. SALES STRATEGIES 15
7.1. Sales team 15
7.2. Quantitative and qualitative objectives 15
7.3. Prospecting strategy 15
7.4. Compelling offer 15
7.5. Objections 15
8. CONCLUSION 16
9. REFERENCE LIST 17
10. APPENDICES (optional) 18
1.
EXECUTIVE SUMMARY
2.
BRAND CONCEPT
2.1.

Product
2.1.1.
Product concept
The concept of our restaurant is a gallery restaurant with a
lounge bar from 11pm. The main idea of our concept is to create
unforgettable experiences for guests as the concept is pretty
unique where they will be able to have breathtaking views on
the Burj Khalifa as well as the very famous fountain shows. The
restaurant will be located in Dubai, United Arab Emirates, a
country part of the Middle East. Our restaurant is going to be on
the bottom floor in the Dubai Mall, it is also going to have its
own terrace with tables with a view on the fountain. People are
going to Dubai because they are sun-seeking, in addition a lot
of businesses are getting created in Dubai. We decided to call
the restaurant, the Impressionist restaurant and gallery. We
chose this name because it is in relation to the art movement
that appeared in the 19th Century in France as we are going to
have artworks exhibited in the lounge of our restaurant. The
artworks are going to be temporary and we are going to have
donations from important art galleries all around the world, we
are going to intent choosing some art pieces that are in relation
to our brand name, the artworks are going to be changed on a
monthly basis and we are going to try to keep a minimum of 20
art pieces per month. Regarding the gastronomy and the
culinary art of the restaurant we chose to focus on molecular
gastronomy. One dish that we are going to make is
deconstruction salmon, which consists of all the ways we can
cook and eat salmon, generally speaking our dishes are going to
be small and delicate in the mouth, tasteful and we are also
going to intend to achieve the affective side of the customers
with tastes that can recall them dishes they like. The aim is to
create an atmosphere that will make people want to return to
this place. In addition to the fact for the guests to have an

unforgettable experience in the restaurant, they will have the
opportunity to come through the gallery and have the
opportunity to buy and admire the beautiful artworks with
signature cocktails from the bar. To enhance the experience of
the guests, they will have the chance to dance and experience
the nightlife in Dubai in our bar after the dinner service.
2.1.2.
Customer benefits
The value proposition for our potential customers includes the
gallery-restaurant concept, music, incredible artworks, high
quality food and drinks at a competitive price for the location
and the city we are basing ourselves in. In order to make sure
that the quality of the service is kept, the food and drinks will
be served with attention to details, time, quality and
friendliness of our waiters. Some of our potential guests are
coming from all over the world to have fun, unforgettable
memories and experience some unique concepts. Since there is a
lot of competition in Dubai, we will need to make sure that we
identify our competitive advantage and stand out, in order to do
so, we will need to make our pricing strategy competitive at the
beginning in order to attract customers and to engage the
customers so they will come back. This pricing strategy will be
advantageous for us because the potential customers will enjoy
high quality food, drinks and service in our restaurant. The
customers will benefit from our concept because they will be
able to buy artworks and also have a drink and eat at the same
place. Lastly , our location is very important because it is one
of the most touristic areas in Dubai, therefore, we need to make
sure that the tourists are attracted to our image, the architecture
and decor need to be as unique as our concept in order to create
a unique atmosphere adapted to the unique selling point. Our

restaurant will present our guests with an entire journey into the
art world, sparking all their senses, sight, smell, hearing, touch
and most importantly taste.
2.2.
Location
The United Arab Emirates was created in December 1971 but
has developed tremendously over the past 30 years nonetheless
the UAE currently became the leading location for F&B
operations in the Middle East due to the exalted tourist flow.
Additionally, throughout the years, it has become one of the
world’s largest melting pots, gathering over 200 different
nationalities.
Dubai is a modern city that is open to many innovations, which
is why we chose this location, as the concept of our art gallery
restaurant is relevant and modern, which is ideal for the city.
The exact location of our dining establishment is between the
two most popular tourist attractions. Firstly, on one side of the
terrace, our guests will get to have a view of the world-famous
dancing fountains, and right on the other side, they will get to
catch a glimpse of the tallest building in the world, Burj
Khalifa. Secondly, another one of “The Impressionist”
attributes is that the world-renowned Dubai Mall is also within
walking distance, which is considered to be a very good
advantage, as the Dubai Mall is also a tourist attraction which
will captivate individuals to come and have this journey with us
2.2.1.
PESTLE analysis
Political:
UAE is considered to be a politically stable country among Arab
countries and in the gulf area. As for the government system in
the UAE they follow the constitutional monarchy as a system of

the government. They are considered of 7 seven emirates, Abu
Dhabi, Ajman, Dubai, Fujairah, Ras Al Khaimah, Sharjah, and
Umm Al Quwain. As for opportunities in the political factor,
they maintain good trading relations with the United States,
India, China and other countries in the region(“Country Report
United Arab Emirates”,2022) . The political threat for the
UAE as they participated in the Yemen war and this had caused
some conflicts between them and Iran which has a major
regional power. In addition to that, they are also a participant in
the blockade of Qatar from 2017.
Economic:
As for the whole country of the UAE, they are members of
different international economic and political forums, like the
UN, world bank, IMF, Arab League, OIC, OPEC, and GCC.
UAE ranks 29th in the world which is a high ranking among the
neighboring countries. As for the interest rate of the UAE it has
increased from 4.5% in September 2022(“Bank of United Arab
Emirates Interest Rate 2022) this could be a threat for the UAE
economy as interest rate is increasing.
Social:
The United Arab Emirates’s population is 9,272,000 ("United
Arab Emirates - History", 2022). The UAE is considered as the
country with more immigrants than the actual Emiratis
population with only 20% of the population. Therefore this is an
opportunity for us because it means that the UAE is a very
prominent cosmopolitan and multicultural country, there are
over 200 nationalities living in the UAE. Such diversity is an
opportunity for us because it allows us to be an open-minded
company with multicultural employees and create diversity,
therefore also attracting different stakeholders. This could also
be a threat for us because it can raise the racism percentage
between our employees.
The main language of the UAE is Arab, however English is a

necessary language considered in applying to a job.The main
religion of UAE is Islam ("United Arab Emirates country
profile", 2022). Among other values the UAE nationals
emphasize religion and traditions. United Arab Emirates main
cities’ are characterized as very high on living expenses. This
could be a threat for our company because we will need to
increase the wages and salaries in order to allow employees to
live comfortably in Dubai. This could also be an opportunity for
us because it means that our potential customers will be willing
to pay more for our services.
Technological:
Nowadays, people are using more and more technology,
therefore this could be an opportunity for us because it means
that our potential customers are familiar with technology. In
UAE, the three most used social media platforms are Whatsapp,
facebook and Instagram ("UAE SOCIAL MEDIA STATISTICS
2022", 2022). High social media engagement can therefore be
seen as an opportunity for new businesses to increase brand
awareness, build leads, and further strengthen brand loyalty.
Legal:
UAE is considered as one of the safest countries in the world as
it has a very low crime percentage. The legal system of the UAE
is a mixture of civil and Sharia law. Private sector workers are
required to work 8 hours per day or 48 hours per week
("Working hours and overtime", 2022), therefore we should
respect this law for our business, in order to enhance the
wellbeing of our employees.
The United Arab Emirates is considered a tax haven because
corporations and individuals are not forced to pay income or
wealth taxes, however there are other taxes that we need to
consider in our business.

Government taxes to be considered:
Tourism taxes:
Restaurants, hotels, and resorts (among others) may charge the
following taxes: 10% on the room rate, Service charge (10%),
Municipality fee (10%), City tax (6–10%), Tourism fee (6%)
and Tourism fees and hotel charges vary by Emirate ("Tourism
Tax in UAE - All About TAX In UAE, Dubai, Abu Dhabi,
Sharjah", 2022).
Environment:
Dubai is one of the most visited cities in the world. The country
attracts millions of tourists with its wide range of entertainment
and leisure activities with its wide range of cultural and
historical attractions.
The UAE faces the impact of rapid development and the effects
of climate change. In addition, because of global warming, there
is a rise in the appearance of invasive species, noise pollution,
limited water resources, carbon footprints, overfishing, waste
generation, air pollution and land degradation and
desertification are posing an environmental threat to the UAE
("Environmental challenges", 2022). In order to tackle these
issues as a business, we will need to use our energy reasonably
and use when possible renewable energy.
2.2.2.
Market trends
Modern catering trends are focused on a variety of areas,
including gastronomic trends, which are most visible to service
users. Molecular gastronomy is one of the most intriguing
modern trends in food. Due to the complexity of these current
restaurant trends and the fact that it is a relatively recent
development in restaurant meal preparation, it is both

underappreciated by the general public and exceedingly
complicated (Božić, A., & Đurović, M., March, 2019).
Molecular gastronomy is a culinary style that is gaining
popularity all over the world, including in Dubai. Many of
Dubai's top chefs are developing cutting-edge meals by
incorporating technologically sophisticated cooking methods,
like liquid nitrogen flash freezing and syringe infusions.
With time, tastes and demands of the people are changing
regarding food safety, sustainability and transparency.
You can't help but be charmed by the flamboyance and good old
fashioned fun of it all if you don't mind your dinner table
appearing like a chemistry set has taken over.
2.2.3.
Market potential
Who are your potential customers? How many of those are in
Dubai? How many restaurants of similar level/type are there in
Dubai? How much would you get if you divide all potential
customers by the number of competitors?
potential customer numbers - the target market potential -
tourists, local? (high income, age, how many people in total
potential competitors, how many in that city/area?
divide the amounts - market potential
The debut of the molecular gastronomy practice and the art of
preparing food in a particular way was greeted with both good
and negative responses. Some believe that this trend is simply
the use of "fancy" food preparation techniques, while others
believe that it is a genuine application of science to the process
of meal preparation.
There was a rise in molecular gastronomy in Dubai in 2003 and

the customers got attracted by the concept of innovative
cooking incorporated with scientific techniques at their table.
With Dubai becoming the culinary capital of the world, the idea
is to get that trend back with The Impressionist.
There is no denying that the hospitality sector is more
competitive than ever. Actually, individuals are constantly
looking for fresh and unique activities and we believe that The
Impressionist will deliver exactly that. With our concept of
molecular dining with a side of having a gallery to sell artwork
we are building something unique from scratch.
The initial marketing goal would be to focus on developing a
new customer base. The target market would consist of more
affluent individuals who are keen to have a distinctive and
memorable dining experience.2.3.
Customer
2.3.1.
Customer segments
Customer segmentation is an integral part of principal
marketing decisions which will allow us to correctly identify
the potential target audience and develop effective strategies
accordingly.
Geographic segmentation: The impressionist being located in
Dubai Mall, Dubai, United Arab Emirates, we target mostly
locals native from neighbouring countries such as other Middle
East countries, but we are also going to target tourists from
China, Europe, United States, British, French.
Demographicsegmentation: As per law restrictions, we are
going to target only adults that are more than 21 years old, they
can be women and men. Young adults, couples and friends are
allowed at The Impressionist. Our market segment should have
a high income as our restaurant is more expensive than an

average restaurant, our restaurant is for every ethnicity.
Psychographic segmentation: The targeted social class is going
to be medium to high class who can enjoy molecular
gastronomy, breathtaking views on the Burj Khalifa and buy
artworks. The potential customers in our restaurant would be
social, energetic, fun, active, adventurous in regards to
discovering new things. Our potential customers are looking for
an experience paused in time that they will remember all their
life so coming to our restaurant is the perfect place to be. Our
restaurant is going to be perfect for innovators, experiencers,
thinkers and makers.
Behaviouralsegmentation: Our target customers can come to our
restaurant to celebrate any occasion or even come without any
reason of visiting, the benefits sought by coming to our
restaurant is to have an unforgettable experience within a nice
environment with a good vibe. The user status can be any type,
first comers at first as we are opening right now. Our goal in
this target market is to make our potential customers become
loyal customers, therefore more sensitive in coming back to our
restaurant.
2.3.2.
Buyer persona
The ideal customer will need to be at least 21 years old in order
to enjoy the restaurant because of the law restrictions in the
United Arab Emirates.

COMPETITIVE STRATEGY
2.4.
Competitive analysis
2.5.
SWOT
2.6.
Price segment & average prices in EUR
2.7.
First year revenue forecast
3.
GLOBAL MARKETING STRATEGIES
3.1.
Brand logo & slogan
The logo of our restaurant, first, shows the name of the
restaurant in capital letters, below, you can find our slogan
which is sophistication in everything which will represent the
high service we are going to provide our potential guests. We
also chose this slogan because it represents in a very
appropriate manner we are going to present our dishes and the
art pieces we are going to select. It is also emphasising the fact
that we are a high quality restaurant, therefore our service
should be sophisticated. On top of the name, we can find a
flower which creates the shape of the women with closed eyes.
We chose black and white colours. Black represents the
luxurious and high quality restaurant designed with a very
sophisticated and minimalistic decor which our restaurant is
going to have. On the other hand, the white background colour

represents the pureness and cleanliness of restaurants
(DigitalSynopsis.com, 2022). We could qualify our logo to be
very minimalistic but it is the spirit that we want to transmit
with the help of our brand.
3.2.
Brand image & brand associations
The Impressionist restaurant aims for customers to associate the
restaurant with unforgettable, breathtaking, unique and fun
experiences. The feeling of our restaurant that we want to
emphasize is high quality service leading to memories with
friends, couples and families, minimalistic decorations and
dishes associated with molecular gastronomy in addition to the
magnificent view of the fountain we have from the terrace of
the restaurant.
3.3.
Brand positioning
Our restaurant is located strategically as we are located in the
most touristic area of Dubai, next to Dubai Mall and Burj
Khalifa which means that we are going to have a good average
revenue per seat every night, such tourists area have many
different restaurant with different concept but also food chains
known from the local and international markets. However,
having a lot of competition, we want to make luxury available
for any type of consumer providing them with an experience
that is unforgettable at a cheaper cost than our competitors.
Despite our well-known competition, our unique selling point is
expecting to attract a lot of potential customers, our unique
selling proposition is the mix of gallery, restaurant and bar all
in one place allowing them to have a memorable experience in
our restaurant with a high quality service.
As a team, we trust that merging high quality service standards
and affordable costs will differentiate our restaurant from our

competition as our concept is unique in Dubai. Our restaurant
can be considered as “affordable, luxurious, high quality
standards and memorable”.
3.4.
Cultural analysis of the country
Emirati culture is based on Arabian culture and has been highly
influenced by Indian, Persian and East African cultures. The
United Arab Emirates is home to various different cultures
meaning that the population is very diverse. Ethnical groups in
the UAE includes Indians, Pakistani, Bangladeshi and other
cultures. Therefore the population is qualified to be very
hospitable, welcoming and friendly. Some of the most important
festivals in the UAE are related to the Muslims as it is the
principal religion in this country, therefore, they have the Eid al
Fitr which marks the end of the Ramadan, as well as the 1st of
January which marks the new year’s eve. They have their
national day which is on the 2nd of December. In addition to all
the previous events, they also have commemoration day on
November 30 to honour those who died fighting for the UAE;
3.4.1.
Self-reference criterion
Self reference criterion is an important factor to consider when
analysing the cultural part of a country as it refers to one’s
cultural values, knowledge and experiences as a basis for
decisions-making (Cateora et al., 2019). When evaluating the
self-reference criterion of the Emiratis, there are a lot of points
to consider. The Emiratis are qualified as a very welcoming and
friendly population, they draw very high importance on the
greetings manners. However, due to cultural matters, they are
still very conservative when greeting a woman. Thus, this is
important to consider when greeting guests in our restaurant, we
should greet them as if they were VIP guests and offer them the

best services they could imagine in order to make them have a
fantastic experience.
As it is an islamic country, they have the holy month where they
practise fast to connect with god, this period is called Ramadan,
the fasting lasts from the moment the sun rises until sunset. As
a restaurant in Dubai, we will need to show our support to the
population in order to do so, we are going to extend our opening
hours in order for locals to enjoy a nice dinner after the sunset.
3.4.2.
High context – Low context
The UAE is a high-context culture in which nonverbal
communication is prevalent and is dependent on the context of
communication and the communicator's values. The
Impressionist’s team expects to achieve a built trust between
any stakeholders when launching the project in Dubai. To have
the feeling of achievement, our team will prioritise and show
our unique selling point to enhance the country’s economic
activity
3.4.3.
Hofstede’s cultural typology
Thanks to the Hofstede Cultural Typology, the United Arab
Emirates can be characterized by the following six dimensions:
Power Distance Index: The United Arab Emirates ranks high on
this dimension (74), indicating that people accept a hierarchical
structure in which everyone has a position, and no further
justification is required. Organisational hierarchy is viewed as
reflecting fundamental inequities, centralization is popular,
subordinates expect to be told what to do, and the ideal boss is a

benevolent autocrat.(Hofstede Insights, 2021)
Individualism vs collectivism: With a score of 36, the United
Arab Emirates is categorised as a collectivist society. This is
demonstrated by a strong, ongoing dedication to the member
"group," which could be a family, an extended family, or a
network of close friends. In a collectivist culture, loyalty is of
the utmost importance and supersedes the majority of other
social norms. In society, everyone accepts responsibility for
their fellow group members, fostering deep bonds. Offence
results in humiliation and face loss in collectivist societies,
employer-employee interactions are seen morally, hiring and
promotion decisions take the employee's in-group into
consideration, and management is the administration of
groups.(Hofstede Insights, 2021)
Masculinity vs Femininity: The UAE scores 52 on this
dimension, putting it in the middle of masculinity (high values)
and femininity (low values) (low values). The masculine
dimension is defined by competitive drivers within society who
thrive for successful outcomes and achievements as evidenced
by positions of leadership in the area. A low score in the
feminine component indicates a focus on societal values in life
quality and responsibility for others. In this community, success
is defined by life quality, and standing out from the crowd is
not admirable. (Hofstede Insights, 2021)
Uncertainty Avoidance Index: Arab Emirates ranks 66 on this
dimension, indicating a strong desire for avoiding ambiguity.
Countries with a high Uncertainty Avoidance retain tight belief
and behaviour rules and are intolerant of unconventional
behaviour and ideas. There is an emotional need for rules in
these cultures (even if the rules never appear to function), time

is money, individuals have an inner drive to be busy and work
hard, precision and punctuality are the standards, innovation
may be discouraged, and security is a key component in
individual motivation.(Hofstede Insights, 2021)
Long-term orientation: The Emirati society's normative nature
can be reflected in its low score of 22 in this category. People
in such civilizations are preoccupied with establishing the
absolute Truth; their thinking is normative. They value
traditions, have a low proclivity to invest in the future, and are
focused on attaining rapid outcomes.(Hofstede Insights, 2021)
Indulgence vs Restraint: With a score of 22, the United Arab
Emirates can be classified as a Restrained society. In contrast to
Indulgent civilizations, Restrained societies place less
importance on leisure time and exercise greater control over the
satisfying of their wishes. People with this mindset believe that
their behaviors are constrained by societal norms and that
indulging themselves is wrong.(Hofstede Insights, 2021)
3.5.
Economic analysis of the country
The United Arab Emirates population is 10,177,675 in 2022.
Most of the population are foreigners (20% of the population
are actually considered Emiratis), meaning that the population
is ethnically diverse. The United Arab Emirates are divided into
seven distinct states or emirates with seven different nations.
Sociologists have difficulties to predict the growth rate of the
population due unforeseen fluctuations in the regional

migration, however, they supposed that the population of this
country in 2030 is going to be 11,054,579 meaning that the
growth rate would be 5,93% (Countrymeters.info). The current
birth rate in the UAE in 2022 is 10.019 births per 1000 people
meaning that since 2021, there was a 0.9% decline, in other
words, there are fewer births than before.
The Gross Domestic Product (GDP) in the United Arab Emirates
was worth 358.87 billion US dollars in 2020, according to
official data from the World Bank. The GDP value of the United
Arab Emirates represents 0.27 percent of the world economy.
(Trading economics, 2020)
Concerning the consumer price index, we can see that the
United Arab Emirates experience inflation because their CPI is
higher than it used to be. The inflation rate in the United Arab
Emirates increased to 6.77 percent in the second quarter of 2022
from 3.43 percent in the first quarter of 2022. (Trading
economics, 2022)
Another interesting factor to consider is the unemployment rate
which calculates the number of people without a job. The
unemployment rate in the United Arab Emirates decreased to
3.90 percent in 2021 from 6.70 percent in 2020 (Trading
Economics, n.d). This means that less people are searching for a
job meaning that the Impressionist team should consider this
when doing their job offer advertisement in order to attract
potential employees.
3.6.
Taxes & laws
Dubai is a place where a lot of businesses are set up nowadays
because it is really attractive tax-related.

Value-added tax first was introduced in 2018, the general VAT
is 5%, this applies to most of the goods and services, however
some of goods and services are exempted from this VAT rate.
The 0% VAT rate applies to goods and services exported
outside the VAT-implementing Gulf Cooperation Council
(GCC) member states, international transportation, the supply of
crude oil/natural gas, the first supply of residential real estate,
and some specific areas, such as health care and education.
(Taxsummaries, 2022)
There is an absence of tax on the personal income in the UAE,
meaning that for some people, this clearly shows an advantage
compared to other countries.
3.7.
Political risks
Political risks are important factors to consider when opening a
business in any country. The United Arab Emirates is a country
in the middle east, therefore it is in the middle of various
different conflicts. The political threat for the UAE as they
participated in the Yemen war and this had caused some
conflicts between them and Iran which has a major regional
power. In addition to that, they are also a participant in the
blockade of Qatar from 2017. This might lead to people without
the desire to come and visit the United Arab Emirates leading to
a decrease in the number of potential customers for The
Impressionist.
The geographical location of the United Arab Emirates and its
proximity to insecure parts of the world are two of the most
important factors defining its political risk. When considering
potential scenarios involving the United Arab Emirates'
political dangers, issues such as psycho events, global war, and
democratic accountability come to mind first.

4.
COMMUNICATION STRATEGIES (IMC campaign plan)
4.1.
Goals and SMART objectives
4.2.
Promotion Mix tools & content examples
4.3.
Communication channels
4.3.1.
Channel KPIs
4.3.2.
Ad payment models for ad channels
4.4.
Communication schedule
4.5.
Communications budget allocation
5.
DIGITAL STRATEGIES
5.1.
Wordpress

5.1.1.
Template
1.1.1.1. Prototypes design
1.1.1.2. Template implementation
1.1.2.
Index with Google
1.1.1.1. Google search console
1.1.1.2. Google Analytics
1.1.2.
Information architecture
1.1.1.1. URL structure
1.1.1.2. Menu structure
1.1.1.3. Internal linking
1.1.2.
On-page SEO
Metatags
On-page SEO ranking factors
Content (human-machine)
Special features - Plugins
Media plan
SALES STRATEGIES
Sales team
Quantitative and qualitative objectives

Prospecting strategy
Compelling offer
Objections
CONCLUSION
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Bank of United Arab Emirates Interest Rate 2022. Take. (n.d.).
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Božić, A., & Đurović, M. (2019, March).
MOLECULAR GASTRONOMY –NEW TREND IN
RESTAURANT BUSINESS. View of molecular gastronomy –
new trend in restaurant business. Retrieved October 11, 2022,
from https://ikm.mk/ojs/index.php/kij/article/view/1508/1507
BTI 2022 United Arab Emirates Country Report. BTI 2022.
(n.d.). Retrieved October 11, 2022, from https://bti-
project.org/en/reports/country-report/ARE
Bush, T. (2022).
A PESTLE Analysis of The UAE. PESTLE Analysis.
Retrieved 10 October 2022, from
https://pestleanalysis.com/pestle-analysis-of-uae/.
Cateora, P. R., Graham, J., Gilly, M., & Money, B. (2019). The
Self-Reference Criterion and Ethnocentrism: Major Obstacles.

In
International Marketing (pp. 16–16). essay, McGraw-
Hill Education.
Country comparison (2021)
Hofstede Insights. Available at: https://www.hofstede-
insights.com/country-comparison/the-united-arab-emirates/
(Accessed: November 1, 2022).
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2C%20limited,environmental%20threat%20to%20the%20UAE.
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Tourism Tax in UAE - All About TAX In UAE, Dubai, Abu
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2022, from https://www.allaboutvat.com/taxes-in-uae/tourism-
tax-in-uae/.
UAE SOCIAL MEDIA STATISTICS 2022. Global Media
Insight. (2022). Retrieved 10 October 2022, from
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statistics/.
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- 1990-2021 historical. United Arab Emirates Inflation Rate -
2022 Data - 2023 Forecast - 1990-2021 Historical. (n.d.).
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APPENDICES (optional)
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07.10.2022 09:48 1
ASSIGNMENT OUTLINE
Assignment title: Capstone Project – Marketing Specialization
Program: BBA7
Semester: 2022.2
Course name: Marketing 4.0 / Digital Marketing and Content
Creation / Global Strategic
Management / Innovative Sales Strategies
Course number: MKT 5285 / MKT 5283 / MKT 5286 / MKT
5282
Faculty responsible: Ekaterina Vlad / Carlos Santín / Carlos

Zea / Andrés Báez
Hand out date: Week 3
Hand in date: Week 5 (Concept) / Week 12 (All files including
ppt) / Week 13 (Group
Presentations)
Weighting: 30% / 35% / 30% / 30%
Assignment Overview:
You are the new Marketing Team of a new hospitality brand
(with physical assets, located
outside of your home country) that is developing their
marketing strategy. Based on the criteria
described below, create a Marketing Plan for your brand launch
(timeline: 1 year) and present
the highlights to the potential investors.
Overall aim:
The assignment will allow students to apply marketing tools to
a practical case and to become
comfortable and confident in analyzing brands and competition,

planning communications for
product launch, and creating an effective sales environment to
promote any product.
Organization and methodology:
1. The class is divided into teams.
2. Each team represents a Marketing Department which is
presenting their Brand strategy.
3. Product: a new hospitality brand in a country of your choice
BUT outside of your home country/-ies.
4. Prepare the Marketing Plan for the launch of your hospitality
brand (see report outlines for topics to
be included in the plan and use the report template).
5. Conduct a 20-minute group presentation to owners with the
purpose of convincing them to choose
your brand to invest into.
Resources available:
See the syllabi of all courses related to this project.

07.10.2022 09:48 2
Learning outcomes for MKT 5285:
2. Evaluate the process of managing advertising, public
relations, sales promotions, direct marketing, and
personal selling.
3. Assess the key strategic issues that must be addressed in
preparing communication plans and campaigns.
4. Assess the use of integrated marketing communications in
different contexts and situations.
5. Apply the appropriate vocabulary used in marketing
communications.
Learning outcomes for MKT 5283:
1. Assess the theory, practice and use of cutting-edge digital
marketing models
2. Identify and target consumers and non-consumers with
personalized digital experiences through innovative
canvasing and value maps
3. Implement innovative digital technologies ranging from fluid
and optimized web apps/mobile apps to
traditional communication models
4. Prototype user-facing communication channels for user
engagement

5. Support digital marketing campaigns
Learning Outcomes for MKT 5286
1. Understand the global marketing environment, segmentation
and positioning for strategic decision-making.
2. Explore competitive strategies in considering attractive
markets for sustainable competitive advantage.
3. Examine branding strategies and the process of strategic
brand management.
5. Review the process of global marketing research and the
main marketing research methods.
Learning Outcomes for MKT 5282
1. Distinguish between the roles of sales and marketing.
2. Outline and apply the sales process.
3. Understand and appreciate consumer behaviours.
4. Understand and appreciate hospitality distribution channels
5. Create and use appropriate sales and marketing tools
Part I. Written Report – Marketing Plan
Every report must have the following structure:

Cover page
Statement of authorship (see page 5)
Table of contents
1. Executive summary
2. Brand Concept (WK5 & WK12)
2.1. Product
2.1.1 Product concept
2.1.2 Customer benefits related to your product & services
features
2.2 Location
2.2.1 PESTLE
2.2.2 Market trends
2.2.3 Market potential
2.3 Customer
2.3.1 Customer segments (at least 2) & buyer personas
3 Competitive Strategy

3.1 Competitive analysis
3.2 SWOT
3.3 Price segment & average prices in EUR
3.4 First year revenue forecasts
07.10.2022 09:48 3
4 Global Marketing Strategies
4.1 Brand Logo & Slogan
4.2 Brand Image & Brand Associations
4.3 Brand Positioning
4.4 Cultural analysis of the country
4.4.1 Self-Reference Criterion
4.4.2 High Context - Low Context
4.4.3 Hofstede’s Cultural Typology
4.5 Economic analysis of the country
4.6 Taxes & Law
4.7 Political risks

5 Communication Strategies
IMC campaign plan for 3 months pre-launch + 9 months after
launch
5.1 Goals and SMART objectives (2-3) of the IMC campaign
5.2 Selection of Promotion Mix tools
5.2.1 Content examples for each tool
5.3 Choice of communication media channels (digital and
traditional)
5.3.1 Evaluation criteria (KPIs) for each channel
5.3.2 Ad Payment Models for each advertising channel
5.4 Communication activities schedule - Media plan (Excel
template)
5.5 Budget allocation for each channel (reflected in the media
plan)
6 Digital Strategies
6.1 Wordpress
6.1.1 Template
6.1.1.1. Design at least 3 prototypes (Home, second-level
pages, third-level pages, etc.)
6.1.1.2. Implement a template according to prototypes
6.1.2. Index with Google

6.1.2.1. Google Search Console (Webmaster tools)
6.1.2.2. Google Analytics
6.1.3. Information Architecture
6.1.3.1. URL structure
6.1.3.2. Menu structure
6.1.3.3. Internal linking
6.1.4. On-page SEO
6.1.4.1. Metatags on each page
6.1.4.2. On-page SEO ranking factors
6.1.4.3. Content (human-machine)
6.1.5. Special features
6.1.5.1. Plugins
6.2 Media plan (see points 5.2-5.5)
7 Sales Strategies (Acquisition Strategy)
7.1 Sales Team (If your business is small but becomes
successful and you need a powerful sales team
because you open at least ten physical assets more)
7.2 Quantitative and qualitative objectives

7.3 Prospecting strategy
7.4 Compelling offer: Added value
7.5 Objections
8 Conclusion
9 References
10 Appendices (if any)
07.10.2022 09:48 4
Word limit for the Concept (section 2): Minimum 1000 -
maximum 1500 words
Word limit for the total Report: Minimum 6000 - maximum
8000 words (introduction to conclusion
inclusively)
Special instructions:
The written report must include the statement of authorship (see
page 5) signed by all team members.
Part II. Group Presentation

Based on the report, conduct a group presentation (sales pitch)
to the investors. Remember, you are
presenting your hospitality brand to delight the investors!
Timing: 20 minutes (±2 minutes) for the actual presentation +
20 minutes Q&A
Every group member must participate equally in the
presentation.
Assessment Deadlines & Weighting:
Week Date Time Assessment Format
Week 5 16/10/2022 23:59 Brand Concept (section 2) Moodle
upload
Week 12 04/12/2022 23:59 All Files Submissions (incl.
presentation) Moodle upload
Week 13 TBC In class Group presentations Live
Peer Evaluation
Please note that the peer evaluation is 10% of your grade, and it
will be applied to your total project grade. See
the Peer Evaluation Form in the Appendix A (page 6).

Information & Submission Area in Moodle
All information and submission areas for the capstone project
are in:
MKT5285 Marketing 4.0 – Assessment Strategy – Assessment 2
– Capstone Project
Weighting Marketing 4.0
Topic Weighting
Brand Concept (section 2) 10%
Written Report – General Part (sections 1-3) 20%
Written Report – IMC Campaign (section 5) 50%
Presentation Skills (individual grade) 20%
Weighting Digital Marketing and Content Creation
Topic Weighting
Written Report, Website & Media Plan 70%
Weighting Global Strategic Management
Topic Weighting

Written Report (sections 1 - 4) 70%
Weighting Innovative Sales Strategies
Topic Weighting
Written Report (Sections 4, 5, 9) 60%
07.10.2022 09:48 5
07.10.2022 09:48 6
Common skills: assessed (bold) or developed (italics):
MANAGING AND DEVELOPING
SELF
1.Manages own
role and

responsibilities
2. Manages own
time in achieving
objectives.
3.Undertakes personal
and career
development
4. Transfers skills
gained to new and
changing situations and
contexts.
5.Uses a
range of
thought
processes
WORKING WITH AND RELATING
TO OTHERS
6.Treats others’
values, beliefs
and opinions with
respect
7.Relates to and
interacts
objectively with
individuals and
groups
8.Works effectively
as a member of a

team
COMMUNICATING
9.Receives and
responds to a
variety of
information
10.Presents
information in a
variety of visual
forms
11.Communicates in
writing
12.Participates in oral
and non-verbal
communication
MANAGING TASKS AND SOLVING
PROBLEMS
13.Uses
information
sources
14. Deals with a
combination of
routine and non-
routine tasks

15.Identifies and
solves routine and
non-routine problems
BECOMING NUMERATE AND
USING TECHNOLOGY
16.Applies
numerical skills
and techniques
17.Uses a range
of technological
equipment and
systems
Plagiarism:
Plagiarism is the act of presenting another’s ideas or words as
one’s own. Cheating includes, but is not limited to, the
intentional falsification or fabrication of any academic activity,
unauthorized copying of another person’s work, or aiding
and abetting any such acts.
Particular care must be taken when presenting information that
has been obtained from an internet site. Should this
information not be correctly referenced then you are guilty of
plagiarism and will be penalized accordingly.

Statement of authorship
Following the title page of your assignment there should be a
page on which you sign a statement that the work included
in the assignment is your own work except where appropriately
referenced. The following statement should be used:
Statement of authorship
I certify that this assignment is my own work and contains no
material which has been submitted as part of an assignment in
any
institute, college or university. Moreover, to the best of my
knowledge and belief, it contains no material previously
published or
written by another person, except where due reference is made
in the text of the assignment.
Signed...............................................................................
Name ...............................................................................
Student number. ...........................................................

07.10.2022 09:48 7
Appendix A. Group Project Peer Evaluation Form
Please rate each of the members in your group (including
yourself) regarding their contribution to your group project on a
scale
from 0 to 10 using the following criteria matrix.
Points
Works effectively as a
member of a team
Identifies and
solves routine
and non-routine
problems
Manages time in
achieving objectives
Participates in oral
& non-verbal
communication

Overall
Contribution to
Group Project
9 - 10
Helps getting the group
moving without
dominating it
Supports others to
find appropriate
solutions
Can be counted on to
finish tasks and
undertake additional
tasks
Always contributes and
is able to publicly justify
a course of action
Would not be possible

without her/him
7 – 8,9
Always participates,
makes sure everyone has
a chance to participate.
Able to give
creative and
flexible solutions
which are helpful
Always gets things
done on time
Provides thoughtful,
meaningful suggestions
Above Average
contribution
6 – 6,9 Acceptable participation
Some helpful ideas
for solutions to

tasks
Usually gets things
done on time
Is helpful and makes
some suggestions
Acceptable contribution
3 – 5,9
Participates, but does not
accept the team decisions
Provides limited
solutions to tasks
Gets things done, but
usually late
Contributes from time
to time
Minimal contribution
0 - 2,9
Never shows up or is
disruptive of the team
process

Never identifies
problems or
provides solutions
Never turns anything
in
Never says anything None
Each
Student
Name in
the group
Works
effectively
as a
member of
a team
Identifies
and solves

routine
and non-
routine
problems
Manages
time in
achieving
objectives
Participates
in oral &
non-verbal
communication
Overall
Contributio
n to Group
Project
TOTAL

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