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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
Background of the Armani Hotel Dubai
Reason for choosing Armani Hotel Dubai
Three elements of the Physical Evidence
Three strategic roles of the Servicescape
References
3. 1. BACKGROUND OF ARMANI HOTEL DUBAI
1.1 ETYMOLOGY
Named after the owner Giorgio Armani, who is an international well-known Italian fashion designer.
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
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
It is located in the world tallest building – Burj Khalifa Tower
5. 2. REASON WE CHOSE ARMANI HOTEL
The service standard it offers which we found to be the best.
And being located in the Burj Khalifa which is the tallest building in the world.
Owned by a fashion designer
shocking the Saud Arabian Hotel industry and awakening the world
We love that it is so fashionable, stylish and classy
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
• It refers to the internal part of the service facility, hence the interior of any service
environment is important
• http://www.ewtc.com/Dubai/Dubai-City/Hotel/Armani-Hotel-Dubai.html
• The stylish modern corridor design
7. • This dark conference room’s ceiling is sky high which makes for better acoustics.
http://www.ewtc.com/Dubai/Dubai-City/Hotel/Armani-Hotel-Dubai.html
• The second picture is designed in the way to reflect the tower spiral form.
8. 3.2 EXTERIOR DESIGN
• It refers to the external part of service facility that is visible from the
outside.
•
http://planetden.com/hotels-restaurants/wardrobes-werent-luxurious http://media.deluxeblog.it/a/arm/armani-hotel-dubai
9. 3.3 OTHER TANGIBLE DESIGN
• It is associated with a service include business cards, stationery, billing statement, brochures, report,
employee performance, employee appearance. The hotel employee’s uniform is an example of the
tangible representation of the service
• WEBSITE DESIGN
• , 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
The physical evidence of the hotel entices and attract
the customers
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
• 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
• 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
• 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
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)
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).
Beaujean, M., J. Davidson and Madge, S. (2006). The ‘moment of truth’ in customer service (Online).
Available:http://www.mckinsey.com/insights/organization/the_moment_of_truth_in customer_service (Assessed 22 March
2016)
Dubai Luxurious Hotel. 2015.Available : http://dubai.armanihotels.com/stay-en.html (Accessed 29 March 2015)
Facilities of Hotel Armani.2015. Available: http://www.ewtc.com/Dubai/Dubai-City/Hotel/Armani-Hotel-Dubai.html
.2015.Available: (Accessed 28 March 2015).
Facilities of Hotel Armani.2015. Available: http://www.hotelscombined.com/Hotel/Armani_Hotel_Dubai.htm (Accessed 26
March 2016).
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
