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Marketing Mix: The case study of Armani Hotel in Dubai
1. THE ARMANI HOTEL DUBAI
GROUP MEMBERS STUDENT NUMBERS
1. Nduduzo Miya 21436587
2. Sylvia Khumalo 21351181
3. Sanele Mhlongo 21346665
4. Buhle Mchunu 20917673
2. CONTENT
ïBackground of the Armani Hotel Dubai
ïReason for choosing Armani Hotel Dubai
ïThree elements of the Physical Evidence
ïThree strategic roles of the Servicescape
ïReferences
3. 1. BACKGROUND OF ARMANI HOTEL DUBAI
1.1 ETYMOLOGY
ï Named after the owner Giorgio Armani, who is an international well-known Italian fashion designer.
ï Giorgio Armani and Herrera Global signed an agreement in 2005 for Herrera Global to build and
operate at least seven luxury hotels and three vacation resorts under the Giorgio Armani name
A. http://planetden.com/hotels-restaurants/wardrobes-werent-luxurious B. http://media.deluxeblog.it/a/arm/armani-hotel-dubai-
4. 1.2 ARMANI HOTEL DEVELOPMENT AND OPENING
ï On the 27th of April 2010, the hotel was officially opened comprising the bottom 39 floors of the supertall
skyscraper in Dubai, United Arab Emirates
https://www.google.com/search?q=armani+hotel+dubai
ï It is located in the world tallest building â Burj Khalifa Tower
5. 2. REASON WE CHOSE ARMANI HOTEL
ï The service standard it offers which we found to be the best.
ï And being located in the Burj Khalifa which is the tallest building in the world.
ï Owned by a fashion designer
ï shocking the Saud Arabian Hotel industry and awakening the world
ï We love that it is so fashionable, stylish and classy
ï Armani Hotel Dubai assigns a Life Style Manager
https://www.google.com/search?q=dubai+armani+hotel&biws
6. 3. THREE ELEMENTS OF PHYSICAL EVIDENCE
3.1 INTERIOR DESIGN
âą It refers to the internal part of the service facility, hence the interior of any service
environment is important
âą http://www.ewtc.com/Dubai/Dubai-City/Hotel/Armani-Hotel-Dubai.html
âą The stylish modern corridor design
7. âą This dark conference roomâs ceiling is sky high which makes for better acoustics.
http://www.ewtc.com/Dubai/Dubai-City/Hotel/Armani-Hotel-Dubai.html
âą The second picture is designed in the way to reflect the tower spiral form.
8. 3.2 EXTERIOR DESIGN
âą It refers to the external part of service facility that is visible from the
outside.
âą
http://planetden.com/hotels-restaurants/wardrobes-werent-luxurious http://media.deluxeblog.it/a/arm/armani-hotel-dubai
9. 3.3 OTHER TANGIBLE DESIGN
âą It is associated with a service include business cards, stationery, billing statement, brochures, report,
employee performance, employee appearance. The hotel employeeâs uniform is an example of the
tangible representation of the service
âą WEBSITE DESIGN
âą , https://www.google.com/search?q=armani+hotel+dubai&biw=1280&bih=689&source https://www.google.com/search?q=dubai+armani+hotel&biw=1600&bih=789&source=lnms
10. 4. THREE STRATEGIC ROLE OF SERVICESCAPE
4.1 PACKAGING
ï The physical evidence of the hotel entices and attract
the customers
ï The design escalates the customers desire to purchase
the service or repeat business.
https://www.google.com/search?q=dubai+armani+hotel&biws
11. The exterior design of the Armani hotel
http://planetden.com/hotels-restaurants/wardrobes-werent-luxurious http://media.deluxeblog.it/a/arm/armani-hotel-dubai-
14. 4.2 FACILITATING
âą The Armani hotel uses the physical environmental dimension to create an effective
servicescape that influences the internal responses and the behaviors of the customers.
https://www.google.com/search?q=dubai+armani+hotel&biw=1600&bih=789&source
15. 4.3 SOCIALIZER
âą The professional presentation of the employees helps entices the customer
in accordance of servicescape. Each guest is assigned a Life Style Manager
https://www.google.com/search?q=dubai+armani+hotel&biw=1600&bih=789&source=lnms
16. Service champions
âą These are the people who ensure the excellence service deliverance. From the right, a concierge, chef,
receptionist, Life style manager and the house keeper.
https://www.google.com/search?q=armani+hotel+dubai+employees+treatment
18. 5. REFERENCES
ï Armani Hotel Dubai (online).2015. Available: http://www.thebeststays.com/armani-hotel-dubai/armani-hotel-dubai-armani-
executive-suite/ . 2015. Available: (Accessed 2 April 2016)
ï Armani Hotel Dubai in the Burj Khalifa designed by Giorgio Armani.
https://www.google.co.za/search?q=armani+hotel+in+Dubai&biw .2015. Available: (Accessed 2 April 2016).
ï Beaujean, M., J. Davidson and Madge, S. (2006). The âmoment of truthâ in customer service (Online).
Available:http://www.mckinsey.com/insights/organization/the_moment_of_truth_in customer_service (Assessed 22 March
2016)
ï Dubai Luxurious Hotel. 2015.Available : http://dubai.armanihotels.com/stay-en.html (Accessed 29 March 2015)
ï Facilities of Hotel Armani.2015. Available: http://www.ewtc.com/Dubai/Dubai-City/Hotel/Armani-Hotel-Dubai.html
.2015.Available: (Accessed 28 March 2015).
ï Facilities of Hotel Armani.2015. Available: http://www.hotelscombined.com/Hotel/Armani_Hotel_Dubai.htm (Accessed 26
March 2016).
ï Lovelock, C. and Wirtz, J. (2007). Services marketing: People, technology, strategy (6th Ed.) (Online). Available:
http://bschool.nus.edu.sg/Departments/Marketing/Jochen%20papers/sm6coverloyalty.pdf (Assessed 22 March 2016