Cylinders to pipelines: Abu Dhabi’s city gas project

2020 ◽  
Vol 10 (3) ◽  
pp. 1-19
Author(s):  
Mashael Al Marzooqi ◽  
Syed Zamberi Ahmad
Keyword(s):  
Market Segmentation ◽  
Abu Dhabi ◽  
Local Market ◽  
Clear Understanding ◽  
Liquefied Petroleum Gas ◽  
Market Segments ◽  
Content Type ◽  
City Gas ◽  
The City

Learning outcomes This case study focuses on the problems that a company have in segmenting a local market of a gas distribution company and some strategies that they can use for developing a viable market segmentation to target the right segment that will provide a good economics, revenue base customers who also have the mindset to change to a new product. At the end of this exercise, students should have a clear understanding of the following: the essentials concepts of market segmentation, targeting and positioning and how they can be leveraged so that businesses increase their returns; the main elements/steps that drive market segmentation and business positioning; the appropriate methods for market segmentation when targeting local markets for a city gas project; and the challenges companies might face when changing a product. Case overview/synopsis In 2018, commercial customers began asking Abu Dhabi National Oil Company (ADNOC) Distribution to provide a sustainable solution to ensure a continuous supply of safe gas and avoid the interruptions and hazards associated with the supply of liquefied petroleum gas (LPG) to their premises. The request was discussed with the ADNOC marketing, supply and trading (MST) Division to investigate the possibility of growing the natural gas business in the Emirate of Abu Dhabi, thus contributing to the Emirate’s security, economy, environment and community, and ultimately to ADNOC Strategy 2030. Khaled Salmeen, Director of the ADNOC MST Division, believed that industrial customers accounted for higher business volume and profitability. Nevertheless, he advised Shuhab Al Shehhi, the City Gas Project Manager, to study the potential benefits in targeting both residential and commercial customers as part of ADNOC’s responsibility towards community engagement and investments. Al Shehhi had to address several questions: How could the City Gas Project be strategized and positioned so as to target all market segments? What were the potential outcomes? Would targeting all market segments strengthen ADNOC’s brand position? Complexity academic level This case study was written for Marketing and Strategic Management courses in Bachelor of Business Administration programs. Supplementary materials Teaching Notes are available for educators only. Subject code CSS: 8 Marketing

Tone fitness ladies’ studio: market segmentation or market mix?

2019 ◽  
Vol 9 (1) ◽  
pp. 1-15
Author(s):  
Sameera Mohamed Al Zaidi ◽  
Syed Zamberi Ahmad
Keyword(s):  
United Arab Emirates ◽  
Market Segmentation ◽  
Healthy Lifestyle ◽  
Abu Dhabi ◽  
Content Type ◽  
Academic Level ◽  
Fitness Industry ◽  
Healthy Life Style ◽  
Fitness And Health

Learning outcomes By reading and understanding the case study, Students will be able to link the importance of healthy life style and the physical exercise to the fitness industry in the UAE society, to reduce the growing percentage of obesity and related diseases; identify the main challenges of Tone Fitness Ladies’ Studio (Tone); explore the market segmentation of fitness centers in UAE based on a benefits segmentation of fitness industry; identify the demographic segmentation of Tone Fitness studio and the effects of considering gender and age; and develop individual perspectives of how Tone Fitness ladies’ studio may overcome the challenges to compete in the UAE fitness market. Case overview/synopsis Three sisters from the United Arab Emirates (Hind, Mariam and Amna Mohamed Omer) have established a fitness studio for women in Al Maqta’a (formerly known as Bain al Jasrain) on the eastern side of Abu Dhabi. Each of them shared a passion for sport, which led them to realize their business idea of setting up a fitness studio specifically for women. An understanding of Emirati culture and the needs of women in their society inspired them to think of a special place where women could find relief from work and life demands while also exercising pursuant of a healthy lifestyle. They launched Tone Ladies’ Fitness Studio (Tone) in September 2014, the first fitness studio for women in Al Maqta’a. The studio is in the same building as a cooperative hypermarket – a very good location because it is visited by many people and has ample parking spaces. Partly due to growing interest among Abu Dhabi residents in fitness and health, new fitness studios opened nearby in 2016, with competitors offering excellent services at reasonable prices. While the demand for fitness and healthy lifestyle pursuits is high in the region, the market has also expanded greatly to meet this demand, with many high-quality options becoming available. As a result of this, businesses such as Tone are facing serious threats to their sustainability. Thus, first, how can the Omer sisters sustain their business and strategize to maintain customers in their market segment? Second, what could they do to improve the market position of Tone in the UAE fitness market? Complexity academic level This case study is suitable for advanced level of diploma certificate in marketing or undergraduate student of marketing field. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 8: Marketing

Social urbanism: public policy and place brand

2019 ◽  
Vol 12 (3) ◽  
pp. 326-337 ◽  
Author(s):  
Caroline Doyle
Keyword(s):  
Public Policy ◽  
Social Problem ◽  
Local Governments ◽  
Structured Interviews ◽  
Content Type ◽  
Study Approach ◽  
Local Stakeholders ◽  
Place Brand ◽  
The City

PurposeThis paper aims to focus on how a public policy designed to address a social problem ultimately became the place brand.Design/methodology/approachThis paper uses a qualitative case study approach focusing on the city of Medellín, Colombia. It draws from fieldwork conducted in Medellín over 2014 and 2015, including semi-structured interviews with an array of local stakeholders.FindingsThe paper concludes that local governments should be aware that the policymaking process can become part of their branding. It also shows the importance of the continual involvement of stakeholders in the place brand process to ensure it is a sustainable brand.Originality/valueThere are limited studies which focus on how a public policy designed to address a social problem ultimately becomes the place brand. This paper shows how a public policy, social urbanism, became the branding of Medellín.

Marketing and Gaelic football

2016 ◽  
Vol 32 (8) ◽  
pp. 15-17
Keyword(s):  
Market Segmentation ◽  
Design Methodology ◽  
Business Success ◽  
Market Segments ◽  
Content Type ◽  
Sports Organizations ◽  
Competitive Edge ◽  
Marketing Activities ◽  
Pertinent Information ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Market segmentation has long been acknowledged as a key component in business success. An ability to recognize and exploit disparities between different consumer segments can prove a rich source of opportunity for firms. Those able to successfully match their offerings with the requirements of specific market segments often secure and sustain a competitive edge. Segmentation strategies are critical to sports organizations as well as to more conventional industries. Sports consumers come in all shapes and sizes and no one-cap-fits-all where marketing activities are concerned. Different sports attract different consumer types. The secret is to identify the unique characteristics of each sub-group and target them accordingly. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Research on the fuzzy evaluation of the livability of old urban communities using an analytic hierarchy process – a case study of Nanjing city in China

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xiaoxiao Wang ◽  
Ruiting Shi ◽  
Ting Wang
Keyword(s):  
Sustainable Development ◽  
Urban Communities ◽  
Urban Renewal ◽  
Indicator System ◽  
Content Type ◽  
Evaluation Indicator ◽  
Evaluation Indicator System ◽  
Community Livability ◽  
The City

Purpose Due to the different actual construction conditions in different cities, the requirements for community livability may also differ due to different geographical locations and urban construction priorities. The research system in this paper can be applied to study similar old communities in old urban areas. The indicator system would need to be adjusted in different places, based on specific construction situations and higher planning requirements. This process would provide valuable insights for effective construction projects that support the livability of the old communities. Design/methodology/approach Based on sustainable and people-oriented development principles, this study considered the development of old urban communities during today’s rapid urban renewal and development. Using previous literature and related research experience, this study established an evaluation indicator system to assess the livability of old urban communities. Based on the local resident experience and satisfaction, the study investigated current weaknesses in the construction of livable old urban communities and developed corresponding recommendations for reform based on these. The goal was to provide guidance and recommendations for renewing old communities in during urban development and further promote the sustainable development of the city. Findings Based on the people-oriented principle and focusing on old urban communities as the research object, this study constructed an evaluation indicator system to evaluate the livability of urban old communities. The goal was to identify the weaknesses in the construction of old urban communities, with a focus on livability. Using the Bei’anmen community in Nanjing as a case study, the AHP method and fuzzy comprehensive evaluation method were applied to evaluate the overall target level and specific indicators, with the goal of assessing the level of livability in the Bei’anmen community.[AQ2] The results show that the livability of the Bei’anmen community is “very poor,” with significant room for improvements in community livability. This study also proposed corresponding measures for improving problems related to livability in the old urban community. Establishing the indicator system may help evaluate the livability of similar old communities in Nanjing and the same types of old communities in other cities. Understanding the overall livability of communities under construction can help identify weaknesses in other own construction approaches and may inform appropriate steps to improve the sustainable construction of the community in the wave of continuous urban renewal. This may realize the further development of livability in the community. Originality/value The community is an integral part of the city and strengthening the community’s civilization can support a harmonious and stable social environment. In constructing livable communities, improving the community civilization can promote social progress and civilization, promote social harmony and support the harmonious and sustainable development of communities. To strengthen the construction of a livable community, it is important to apply a residential perspective and provide a good platform for managing community participation and interaction. This may include organizing community-level cultural activities and strengthening communication between residents to increase the residents’ affection for the community. This would enhance the residents’ sense of belonging, forming a harmonious and stable atmosphere of community life, mutual help and mutual tolerance.

City gas distribution projects delay in India: a critical assessment of risks

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Atul Rawat ◽  
Sumeet Gupta ◽  
T. Joji Rao
Keyword(s):  
Risk Factors ◽  
Distribution Network ◽  
Management Approach ◽  
Financial Risks ◽  
Gas Distribution ◽  
Content Type ◽  
City Gas ◽  
Score Method ◽  
The City ◽  
Network Project

Purpose This study aims to identify and rank the operational and financial risks causing a delay in the commencement of the city gas distribution project in India. Design/methodology/approach This study reviews the literature to identify operational and financial risks variables associated with infrastructure projects. Followed by a survey to isolate and assess the critical risk factors for city gas distribution network project in India. The survey data is evaluated using factor analysis to understand the latent structure of the critical risk factors. Second, the author ranks the identified variables as per significance by using the mean score method. Findings Five critical risk factors with 20 variables were extracted and assessed to build more understanding of their significance and impact on city gas distribution network project. Originality/value This study is the first attempt to follow the management approach to identify and rank operational and financial risks impacting city gas distribution project.

Examining the potential of damage in threat zones around LPG storage sphere in Hassi R’Mel city, Algeria

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Youssef Taibi ◽  
Mohamed Chadli ◽  
Mahfoud Ziane
Keyword(s):  
Thermal Effects ◽  
Design Methodology ◽  
Gas Storage ◽  
Google Earth ◽  
Catastrophic Failure ◽  
Industrial Accident ◽  
Liquefied Petroleum Gas ◽  
Content Type ◽  
Extent Of Damage ◽  
The City

Purpose This study aims to determine the maximum extent of damage in the threat zones, the result of a catastrophic failure in one liquefied petroleum gas storage sphere, located in storage and transfer center in Hassi R’Mel city, Algeria. Design/methodology/approach To reach the desired results, we relied on ALOHA® v. 5.4.7 software (Areal Locations of Hazardous Atmospheres) for accidents simulation, and on Google Earth as an output tool to show results on the city map. Findings The results prove that the city of Hassi R’Mel is almost completely threatened by thermal effects resulting from a boiling liquid expanding vapor explosion phenomenon, which can reach a distance of 3.9 km. Originality/value Determining the extent to which the damages resulting from an industrial accident may reach is of great importance in preventing industrial hazards, as well as in decision-making in the field of urbanization.

Philadelphia’s taxing decision: pros and cons of a “soda tax”

2019 ◽  
Vol 15 (4) ◽  
pp. 337-354 ◽  
Author(s):  
Paul Byrne ◽  
Dmitriy Chulkov ◽  
Dmitri Nizovtsev
Keyword(s):  
Theoretical Basis ◽  
Public Economics ◽  
Discussion Section ◽  
Content Type ◽  
Sweetened Beverages ◽  
Academic Level ◽  
Soda Tax ◽  
Economics Courses ◽  
The City

Theoretical basis This descriptive case study applies economic concepts to an issue of public policy, and helps build students’ critical thinking, analytical and quantitative skills. The case addresses a variety of topics typically taught in microeconomics and public economics courses. Topics most prominently represented in the case include elasticity of demand and supply, tax policy, tax incidence and negative externalities. Theoretical basis for each topic is laid out in the discussion section of the instructors’ manual, along with insights from student responses. The core nature of the concepts covered in this case study allows it to be integrated with common economics textbooks. Research methodology This descriptive case is based on critical economic analysis of secondary sources. Case overview/synopsis This case study focuses on the imposition of the controversial “soda tax” on sweetened beverages in the City of Philadelphia in 2017 and considers the economic lessons that can be learned from Philadelphia’s experience with the tax. The tax was proposed as a way to raise the city’s revenue while reducing obesity. After the tax was enacted, the sales of sweetened beverages declined in the city, but increased outside the city’s borders. The receipts from the tax have been below projections. Complexity/academic level Learning outcomes covered by the case are typical for a microeconomics, public economics or managerial economics course. The appropriate course levels range from the principles to the MBA level of the economics and business curriculum. Discussion questions may be selected to fit a specific course focus and level. The instructors’ manual outlines question sets suitable for various types of economics courses.

The 2015 Cricket World Cup in Christchurch

2019 ◽  
Vol 13 (1) ◽  
pp. 4-17
Author(s):  
C. Michael Hall ◽  
Alberto Amore
Keyword(s):  
Local Community ◽  
City Centre ◽  
Sporting Events ◽  
Structured Interviews ◽  
World Cup ◽  
Content Type ◽  
Mainstream Media ◽  
Disaster Capitalism ◽  
The City

Purpose This study aims to focus on the development and upgrading of the Hagley Park cricket oval in Christchurch for the 2015 Cricket World Cup and how this hallmark event was used a catalyst to rebrand the city following the 2010 and 2011 earthquakes. Design/methodology/approach This paper is based on the findings from research conducted between 2012 and 2016. Data for the analysis were collected from mainstream media, sport organisations websites and government archives. In addition, a two-round series of semi-structured interviews with relevant stakeholders was undertaken in the aftermath of the Cricket World Cup. Findings In the case of Christchurch, the earthquakes and the destruction of much of the downtown provided a recovery opportunity, with the 2015 Cricket World Cup used to expedite the development of a new sporting venue in the city centre and rebrand the city to international tourists and sport enthusiasts. Research limitations/implications The Hagley Park cricket oval case study provides evidence on the rhetoric of urban competitiveness and the use of hallmark sporting events to reframe urban development in post-disaster contexts. Originality/value This research provides further evidence on the logics of disaster capitalism and how cities embark on costly redevelopment projects for sports and events whilst overlooking exacerbating vulnerabilities among the local community.

Segmenting and profiling attendees of a film festival

2014 ◽  
Vol 5 (2) ◽  
pp. 96-115 ◽  
Author(s):  
Andrea Báez ◽  
María Devesa
Keyword(s):  
Cultural Policy ◽  
Geographical Area ◽  
Principal Component ◽  
Factorial Analysis ◽  
Discrete Groups ◽  
Film Festival ◽  
Content Type ◽  
Motivation Factors ◽  
The City

Purpose – The purpose of this paper is to analyse film festival spectators on the basis of their motives for attending as well as other variables linked to cultural consumption, the evaluation of the event and certain sociodemographic characteristics of attendees. Design/methodology/approach – Survey data were collected at the Valdivia International Film Festival, the case study. In order to achieve the goals of the paper, a variety of statistical methods and techniques were used. First, principal component factorial analysis was applied to identify the underlying motivational dimensions. Second, the authors adopted cluster analysis based on the dimensions pinpointed in the factorial analysis in order to segment festival attendees. Finally, analysis of variance and χ2 analysis were applied to establish each group's profile. Findings – The empirical research reveals three motivation factors (discovery, entertainment and cinema) and three discrete groups of spectators, labelled as socially indifferent, film lovers and enthusiasts). They present different profiles from a consumption viewpoint. Research limitations/implications – The results provide useful insights into cultural policy and management of this kind of events, and even for those in charge of tourism policies in the city and the region. Originality/value – The paper aims to contribute to the literature addressing festival motivation for the specific case of a film festival, a field for which there are almost no studies into motivation, in a given geographical area South America which is active in creating festivals.

scholarly journals Paprika Schlesinger

2017 ◽  
Vol 9 (1) ◽  
pp. 66-91 ◽  
Author(s):  
Richard A. Hawkins
Keyword(s):  
Primary Sources ◽  
National Library ◽  
Content Type ◽  
Marketing History ◽  
History Of ◽  
Complete Set ◽  
State Library ◽  
The City ◽  
Project Partner

Purpose This paper explores the development of a luxury retail shoe brand in Belle Époque Vienna. Design/methodology/approach Footwear retailing and marketing history is a neglected area. Unfortunately, no business records have survived from Robert Schlesinger’s shoe stores. However, it has been possible to reconstruct the history of the development of the Paprika Schlesinger brand from its extensive advertising in the Viennese newspaper, the Neue Freie Presse, with the guidance of the founder’s grandson, Prof Robert A. Shaw, Emeritus Professor of Chemistry, Birkbeck, University of London, England. This case study would not have been possible without the digitization of some major collections of primary sources. In 2014, the European Union’s Europeana digitization initiative launched a new portal via the Library of Europe website which provides access to selected digitized historic newspaper collections in libraries across Europe. The project partners include the Austrian National Library which has digitized full runs of several major historic Austrian newspapers, including the Neue Freie Presse. Other project partners which have digitized historic newspapers which are relevant to this paper are the Landesbibliothek Dr Friedrich Teßmann of Italy’s Südtirol region, the National Library of France and the Berlin State Library. An associate project partner library, the Slovenian National and University Library’s Digital Library of Slovenia, has also digitized relevant historic newspapers. Furthermore, the City of Vienna has digitized a complete set of Vienna city directories as part of its Wienbibliothek Digital project. Findings This paper suggests that Robert Schlesinger created one of the first European luxury retail shoe brands. Originality/value This is the first academic study of the historical development of the advertising and marketing of a European luxury retail shoe brand.

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