1. Was Dubai Duty Free able to coup with financial difficulties that hit Dubai with the rest of the World in 2008? Explain your answer with degree of detail.
Dubai duty free ensured that even during the period of recession, their ongoing strategies in order to promote their business continue effectively. It was ensured that all the times that the customers are provided with quality products, are offered wide range, offered efficient customer service and maintained superb shopper friendly environment. DDF was led by highly experienced professionals and it was this experience that helped in maintaining excellent talent acquisition and low price product procurement.
Logistics efficiency and role of IT was also an important factor that made an impact on the business outcomes during the difficult financial times. The venture was even successful, as during the year 2008 when it was recession and the market required products which were priced low, DDF offered tax-free products resulting in a business which was even higher than what they did during normal financial condition.
2. How did marketing at Dubai Duty Free play a role in their global success, when compared with other Duty Free Retailers?
DDF was extremely active when it comes to marketing and this is one of the reasons why the venture was able to generate finance, regardless of the economic condition of the market. The company targeted the fact that the consumers that reached the company were very much into leisure travelling and customer base of Dubai duty-free was primarily the customers looking for products that they can buy at low prices and were usually holiday travelers looking for a memento from the traveled destination. The success of marketing campaigns can be understood by the fact that, well trained DDF officials were able to badge successful sales on almost 42% opportunities, which is a benchmark in the similar setups. Hence, the overall picture of DDF was quite positive and that helped it to gain an advantage of similar setups across geographies.
