Khatem Al Shaklah Essay Example | Topics and Well Written Essays - 2000 words

Khatem Al Shaklah - Essay Example A strategic plan has been formulated with vision, mission and product development, and communication and media strategies are being established. At the end, an impact analysis has been done to review the sustainability of the project in the long run. Location Audit Khatem al Shaklah is an upcoming area located in the city of Al Ain. Al Ain is one of the developed cities in the state of UAE. It is also the second largest city in Emirates. The place is located near the border of Oman and connected by highways to big cities like Abu Dhabi and Dubai. The rainfall is average in the place and humidity is low, which makes it a favourite destination for holidays, especially during the summers. The place also boasts presence of many green forests and gardens, because of which the city is often termed as Garden city. Khatem al Shaklah is located on the central part of the city and is properly connected to the rest of the city with well built highways. The city of Al Ain is a popular destinatio n for tourist attraction. As most of the other cities in UAE are located in the coastal areas, the humidity is high. Dry weather of the Al Ain city makes it a favourable place for outing and spending holidays. Al Ain has become a major destination for commerce and service industry. This rise of tourists and people settling here from other countries makes it a favourable market for services industry. The city has currently three established malls and shopping centres (Atiyyah, 1997). Apart from the weather, the place is also famous for its historical legacy. The rich culture of Arab has been preserved in many historical and archaeological sites in the city (Nikam, et al, 2004). All the above features make the place an attractive destination for setting up a new heritage site. SWOT Analysis To find out the opportunities and areas of concern, a SWOT analysis has been done for the chosen place. The goal of SWOT analysis is to find out the strengths, weaknesses, opportunities and threats associated with the chosen location and strategies to overcome the weaknesses and threats (Piercy and Giles, 1989). Strengths- The major strengths associated with the location are the weather and the historic legacy associated with it (Carlsen and Andersson, 2011). With a normal temperature and rainfall and a lower humidity especially during the summers, the area becomes a major destination place for tourists. The place has also many gardens and green spots which further attract tourists in the desert area. Another strength of the location is the infrastructure, the place is in the central part of the state and is connected with major cities such as Abu Dhabi and Dubai through highways as well as air transport. This makes it easy for the tourists and travellers and ensures a smooth and enjoyable experience for them. Weakness - The weakness of the location can be associated with the political, geographical and variable weather conditions. Even though the place is better than most of the cities of the Emirates in terms of weather, the climate is constantly changing. Sudden sand storms and cold nights are the major issues which tourists face. Also the area is not well promoted as a holiday destination which can be a hindering factor for any new projects in this