Management and Marketing Principles

Case Study: Bahrain Bay: Building Customer Relations for the Future

Question 1: What are Bahrain Bay’s four founding philosophies, and how might
they be used as marketing tools?
1. Aesthetics: a dedication to state-of-the-art architectural designs that create a modern
image of this real estate project. From a marketing perspective, the artistic designs are the
key edge of Bahrain Bay’s buildings.
2. Community: Rather than marketing each building individually, Bahrain Bay seeks to
maintain unified community for its residents and business people.
It extends beyond the traditional concept of marketing a service into place marketing,
where an integrated community is born. This is supported by the digital technologies and
infrastructures.
3. Social Equity: Bahrain Bay offers wide range of opportunities for all. It believes to
serve its stakeholders. Bahrain Bay promises a quality of life for residents, businesses and
visitors alike.
4. Tomorrow’s environment: By deploying state of art technologies and ecologically
sound infrastructures, Bahrain Bay is environmentally friendly, sustaining a city for
generations to come.

Question 2: What would you see as being Bahrain Bay’s mission?

Bahrain Bay’s mission is creating a sustainable community, be able to grow the business,
and create customer relations. The mission was clear to begin with, since they focused on
the project’s growth and the benefits it could give globally. The business venture is
growing every time more customers came in. Their mission is to gain the favor of the
community by helping them and to be able to make the business grow.

Question 3: What is MIPIM, and why was it important for Bahrain Bay to get its
potential customers, investors, developer, and retailers?
MIPIM is a global property exhibition that gave notification to the world about the
upcoming joint project between Arcapita Bank and Bahrain-based investment group,
which is Bahrain Bay.
The exhibition was an ideal opportunity to Bahrain Bay to attract around 26,000 property
and professionals from around the world, which confirms that international and regional
developers and investors are committed to Bahrain Bay’s vision of creating a new
waterfront community for the rapidly developing north short of Manama, the vibrant hub
of Bahrain’s business district.

Question 4: Why might the Kingdom of Bahrain be an attractive location for

overseas investors?
The Kingdom of Bahrain is the center of banking and finance. It is an attractive place for
overseas investors because of its demographic changes. The location was very near to the
eastern province of Saudi Arabia, which was rapidly growing, and it is within Manama’s
prime northern corridor.

Question 5: What are Bahrain’s closest competitors for inward foreign investment?
The competitors of Bahrain Bay for inward foreign investment (injection of money from
an external source into a region) are: Bahrain Investment Wharf, Bahrain Financial
Harbour, Bahrain City Center, Durrat Al Bahrain, Amwaj islands.

All of them are contributing about 27.4 percent average growth per annum to the
country’s real-state sector.
Question 6: What part of the marketing mix is related to the football sponsorship,
and what function does it perform?
Bahrain Bay are making their objective a reality by sponsoring Busaiteen Football Club,
as sports is an important part of social fabric of any community and the key marketing
messages of such investment are:
1. Communicate a wide range of messages to the broadest range of audiences.
2. Address challenges as they present themselves in the competitive marketplace.
3. Ensure that all marketing messages conform to the highest possible standards.
4. Support the brand name of Bahrain Bay as a vision of the business’ future.