Dubai Metro Marketing Analysis

Market Analysis

1. Defining the problem:
To evaluate most efficient and cost-effective solution to combat traffic congestion.  
2. Analysis of the situation
A) The metro aims at:
• easing traffic congestion
• reducing the travelling time
• reduce traffic-borne pollution and improve air quality thereby creating a better environment.
• reduce dependency on car use.
• Serving as a connector, linking it to Dubai International Airport. Provision for Park & Ride facilities near the terminals and at strategic locations along the railway route will further promote the use of metro.  
B) The metro will be delivered in two phases:
- Phase I is called the Red Line and will run along Sheikh Zayed Road (scheduled to be complete by September 2009).
- Phase II is called the Green Line and will be built mostly underground (scheduled to be complete by March 2010).
3. Defining the market:
General look at Dubai’s current transportation market-
- "The transport sector is growing by 15% annually, and with such a rate, it is not difficult to imagine 70 million passengers by that time," Tim Clark, president of Emirates.
- Dubai is expected to accommodate at least 50 cruise ships at its terminal during the cruise tourism's winter season running until April 2007.
- 2007-2008 cruise season will see the port of Dubai handle 200,000 passenger movements, mostly from Europe and the US.
- Completion of Dubai’s New International Airport in Jebel Ali handling 120 million passengers by 2009.
- Development of a high-tech Rail Transit System across the Emirate.
- UAE is the largest importer in the Middle East accounting for 25% of imports, and the second largest exporter, according to studies. Dubai's non-oil trade accouted for 80% of the UAE's total non-oil trade in 2006.
4. What specific companies are servicing this market? Are they successful? (This should be determined in competition analysis, however; a list of all sectors in the market is provided in part 5)....