International Marketing Assignment
The spa industry in Dubai is currently experiencing growth and spas in Dubai are steadily
becoming a pertinent cultural force, influencing not only how consumers care for their health,
well-being, and appearance, but also how they work, travel, and socialize. As interest in
physical wellness increases, spa therapy becomes increasingly popular in Dubai and is highly
recommended by many medical specialists. As a result, spas are challenged with increasing
competition. At the same time, customers are looking for “new” and “unique” experiences.
You have been employed by Anantara Spa in Dubai to devise marketing plan to increase
profitability and market share. Structure your answer as per below format.
1. Table of Contents (1 page)
2. Give a brief background of the brand – existing or start up. (1 page)
3. Discuss the importance of environment scan to international business operations. (2 pages)
4. Conduct a macro scan of the environment and introduce the brand to Dubai, UAE. Include
all relevant assumptions. (2 pages)
5. Discuss market strategies for the brand to appeal to the Dubai market. (2 pages).
6. All references used in the analysis of the case study should be listed (1 page).
