Ilyas and Mustafa Galadari Group

The IMG or Ilyas and Mustafa Galadari Group is a commercial organization that has multiple activities and services. The IMG a Dubai based group, that works in construction, automobiles, real-estate, international branding, leisure and entertainment, foods storage and franchise, transportation, such as distribution and repairing of automobiles and manufacturing of luxury boats. IMG Group also works in IT industry by providing enterprise software solutions This family business group was founded in the 1940s and has shown a remarkable growth with determination and ambition, especially in becoming an internationally acclaimed enterprise business. The IMG group also have received many international rewards and applause (“About Us”, 2018).

IMG Worlds of Adventure

From the diversified field of business of IMG Group, leisure and entertainment are one. The IMG Group owned the world’s largest, temperature controlled international indoor amusement park IMG Worlds of Adventure. IMG Worlds of Adventure is the first multi-themed entertainment and amusement park of Dubai. It is the world-class entertainment park, that has visitors from all around the world. With an astonishingly big capacity of serving more than 20000 guests on daily basis, the indoor theme park covers an area of 1.5 million square feet.

The multi-themed entertainment park has four zones of adventure along with a world-class cinema. Based on two internationally acclaimed brands of MARVEL and Cartoon Network and two classified ideas of Lost Valley, a prehistoric dinosaur adventure zone and IMG Boulevard, the indoor theme park also have multiple themed based dining restaurants and retail stores. The cinema is a 12-screen high tech cinema of its type in Dubai. From roller coasters to thrilling rides, form Marvel heroes to carton networks cartoon characters, the IMG Worlds of Adventure is designed and developed as the family-based entertainment in Dubai (“About Us”, 2018b).

SWOT Analysis of IMG Worlds of Adventure

SWOT is a framework that is used to analyze strength, weakness, opportunities, and threats related to an entity, in order to determine and access the position in the industry. The SWOT analysis helps in evaluating the achievement of aims and objective, determining the threats and obstacles, pointing out the weaknesses and opportunities of an organization (“SWOT Analysis”, 2018).

Strengths of IMG Worlds of Adventure

From the marketing point of view and from the strengths of IMG Worlds of Adventure are as follows:

Largest of its Kind: The IMG Worlds of Adventure is the largest indoor theme park. The first of its kind in Dubai and the largest in the world are the main strengths of the IMG Worlds of Adventure, making it a world-wide attraction.

Large Covered Area: Spanning on 1.5 million square feet, IMG Worlds of Adventure has the largest covered area, that is also temperature controlled. Temperature controlled park in the scorching heat of Dubai is the biggest strength of the park (“About Us”, 2018b).

International Theme: Two out of four epic section of IMG Worlds of Adventure are designed on two internationally claimed brands, MARVEL and Cartoon Network (“Adventure Zones”, 2018). The giant characters and superheroes from these brands also strengthen its marketplace among other parks.

Weaknesses of IMG Worlds of Adventure

The weakness of IMG Worlds of Adventure, that need to be reconsidered are:

Huge Entry Fees: The entry fees of IMG Worlds of Adventure are starting from AED 285 for adults and AED 255 for children, although the special discount is available for senior and special citizens, overall admission fee for IMG Worlds of Adventure is huge (“Tickets Information”, 2018).

Limited Rides: The total number of rides in IMG Worlds of Adventure is sixteen (“Rides”, 2018). All of them based on themes of the park. The small number of slides also shows the marketing weakness of IMG Worlds of Adventure.

Excessive Dependence on Character: One another weakness of IMG Worlds of Adventure is its dependence on MARVEL and Cartoon Network characters for its marketing. The park only has two international brands and no local characters, that creates a bad impact on the overall attraction of the masses.

Opportunities for IMG Worlds of Adventure

The opportunities of IMG Worlds of Adventure for an excellent marketing are:

Minimum Competitors: The biggest opportunity for IMG Worlds of Adventure is the small number of competitors in the market. Only two to three major competitors of IMG Worlds of Adventure are there. The only competent competitor of IMG Worlds of Adventure is Motion Gate Theme Park.

Location: Another biggest opportunity for IMG Worlds of Adventure is the location of Dubai. The large number of, almost 15 million, tourists and visitors from all around the world visits annually (“Tourists”, 2018). These large numbers of visitors make it a perfect opportunity for IMG Worlds of Adventure to work.

Second Park: The upcoming of the second theme park with an area of 2 million square feet and nine zones by 2020, is another opportunity for IMG Worlds of Adventure to nourish in the market (Fahy, 2016).

Threats to IMG Worlds of Adventure

The major threats facing by IMG Worlds of Adventure are as follows:

Motion Gate Park: the largest threat to IMG Worlds of Adventure is its biggest competitor, Motion Gate Park. The small amount of ticket as compared to IMG Worlds of Adventure and all of the four zones based on international brands (“MOTIONGATE Dubai”, 2018) makes Motion Gate Park the biggest threat to IMG Worlds of Adventure.

Restrictions and Rules: The strict rules and restrictions on rides such as restriction based on height rather than age and no guarantee of availability of rides (“Park Rules”, 2018) are some of the major threats to IMG Worlds of Adventure

Customer Relationship Management

Customer Relationship Management or CRM is a data-driven software solution for organizations and companies, specially designed for improving the overall business performance by establishing a healthy relationship with customers. CRM also handles the sales and track assignation of the organization (“What is CRM – What Does CRM Stand For?”, 2018).

The current marketing situations such as increasing competition and increase in the number of visitors that has an increase of 46% form the last year figures (Kleiman, 2018), required the proper relationship of IMG Worlds of Adventure with its customers. To fulfill this need, a CRM is well required in case of IMG Worlds of Adventure. Before the application of CRM, a thorough analysis of the current situation is also needed in order to better understand the functions of CRM that will be implemented.

Customer Strategy Cube

The CRM analysis is used to develop a CRM strategy that aligns customers, products or services and technology in order to achieve business goals. The CRM Strategy starts with situation analysis. This analysis helps in understanding the current strategy of the organization against its customers. The best way to analyze the situation is the use of strategy cube. The customer strategy cube is a three-dimensional investigation of customers, services, and channels.

Target Customers or Market Segment

The very first thing in a strategy cube is customer or market segment. Which specific segment the organization serves and what are the objectives of the organization in terms of customers, are the two key questions. In terms of IMG World of Adventures, the marketing segment is the large number of tourists and visitors visiting Dubai (“Tourists”, 2018).

Market Offering

The second dimension in the customer strategy cube is market offering, the products or services provided by the organization. The best way to study the market offering is to analysis or compare the products and services provided by another marketing competitor. In the case of IMG World of Adventures, the biggest market competitor is Motion Gate Park. The services provided by IMG World of Adventures and Motion Gate Park is amusement rides and related leisure services. The advantage of IMG World of Adventures on Motion Gate Park in terms of the market offering is the 12-screen cinema and indoor temperature-controlled environment, while the disadvantages are high priced entry and a number of internationally themed zones. For IMG World of Adventures, the ticket costs AED285 (“Tickets Information”, 2018) with two international theme zones while for Motion Gate Park the cost of the ticket is AED245 with five international theme zones (“MOTIONGATE Dubai”, 2018).

Channels of Distribution

In marketing channels of distribution is defined as the system of activities related to the market specially to transfer the services and product to the customer by the service provider or manufacture (“Distribution Channel”, 2018). In the case of IMG Worlds of Adventure, the channels for market distribution of their services is online ticketing available on their website (“Purchase your Season Pass”, 2018). Likewise, their competitors the channels of distribution for IMG Worlds of Adventures is only the sale of tickets. The other services that the provides are food courts and retail outlets (“About Us”, 2018b).

Selection of CRM

The customer relationship management is selected on the basis of the needs. Different departments of an organization have different needs, the marketing department takes this as a new approach for their marketing strategy, the sales department thinks of CRM as the insight into customers and the support department use it to highlight the issues.

In the case of IMG Worlds of Adventure, the functions of CRM that need to be implemented as per the SWOT analysis of IMG Worlds of Adventure are

• Contact management
• Lead management
• Tasks and deals. 
• Email tracking
• Campaign management
• Social media management
• Reports and dashboards
• Mobile app

Advantages of CRM

The advantages of application and implementation of CRM in IMG Worlds of Adventure are as follows:

• Increased customer satisfaction.
• Increased market competition.
• A better understanding of customer’s needs.
• Increase revenue generation.
• Decreased customer acquisitions.
• Better employee efficiency.

Technology and Stakeholders

The stakeholders best suitable for this implementation of CRM are, the IT department, Sales and Marketing departments, and the CRM solutions provider company.

References

About Us. (2018). Retrieved from http://www.imgaladari.com/

About Us. (2018b). Retrieved from https://www.imgworlds.com/language/en/about-us/

Adventure Zones. (2018). Retrieved from https://www.imgworlds.com/language/en/adventurezone/

Distribution Channel. (2018). Retrieved from https://www.investopedia.com/terms/d/distribution-channel.asp

Fahy, M. (2016). IMG Worlds pushing for 2020 opening of second theme park. Retrieved from https://www.thenational.ae/business/travel-and-tourism/img-worlds-pushing-for-2020-opening-of-second-theme-park-1.172942

Kleiman, J. (2018). Dubai Parks and Resorts reports significant attendance increase for first half of 2018. Retrieved from http://www.inparkmagazine.com/dbx-h1-2018-attendance/

MOTIONGATE Dubai. (2018). Retrieved from https://www.motiongatedubai.com/en

Park Rules. (2018). Retrieved from https://www.imgworlds.com/planyourvisit/park-rules/

Purchase your Season Pass. (2018). Retrieved from https://tickets.imgworlds.com/img_b2c/opentickets.html

Rides. (2018). Retrieved from https://www.imgworlds.com/planyourvisit/rides/

SWOT Analysis. (2018). Retrieved from https://www.investopedia.com/terms/s/swot.asp

Tickets Information. (2018). Retrieved from https://www.imgworlds.com/planyourvisit/ticket-bookings/

Tourists. (2018). Retrieved from https://www.imgworlds.com/planyourvisit/tourists/

What is CRM – What Does CRM Stand For?. (2018). Retrieved from https://dynamics.microsoft.com/en-us/crm/what-is-crm/