KPMG Case Prep

1) Occupancy rate
2) Outsource your service to Marriot. Taj etc.
3) Value added services.

Value added services such as marriage packages in the off season. Indoor. Conventions.
Business indoor basically since it is hot

1) Short term while you start improving your current revenue you should expand simultaneously.
They should just expand via management contracts. Should be in luxury major

2) Medium term 2-3 years. They should look to expand presence in dubai. They cannot expand
immeadiately, They should start working on current properties. Finding the right property owners.
Other hotels which are present and not doing that well. They should took them under there
management contracts and build their brand. They need to have people from their enterprise who
can tempelatize. Formulate this team . Why land bank vs management contract .

Simultaneously build a team that will allow you to basically who can look for staff under the
management contract.

4) Outside Expand into newer luxry markets. Construct your own present. Nobody will give
you a management contrat. Because you are standalone hotel. Time consuming process.
Loose market share. Targetted expansion at one geography. Depending on the competition
there. Does not make sense. Focus onto the market. Increasing demand in the luxury hotel.
Lesser satureation into market. Stragihtaway into frnachisee, leasing and management
contracts. Expanding the ownership model. Taking the mgt contracts after some time. Build
a brand expanding into management contracts

Growth Driveers

1) Current hotels
2) Management Contracts

We are looking into prioritization

This is the problem that the company is facing in the short term

Good mronign Board members. Thank you for giving KPMG this opportunity to work
alongside Palm Jumeriah. This is going to be our agenda. We will quickly walk through our
summary post which we have prirotiziation of strategic initiatives that can help the Jumeriah
 Group in its next pahse of growth going forward. Post that we are looking at each of the
issues in the s,m and l term

Exec summary
Jumeriah has done well in the Dubai market. Very short. However our understanding of the
market points out that there are certain changes in the market which we think our critical
for the Jumeriah Group and understand adn wrok upon for the next wave of growth so that
the company can become on its mission of becoming the ...

We strongly believe that given KPMG s expertise and say we can work along side your team
as it departs on the enxt wave of growth. We have analyzed and bucketed that the intitavtes
the company look at the same.

In the short term which is immeadiate . We are trying to see the revenue growth. Occupany
rates increase , services and improving the brand presence of the properties like Burj Al Arab

In the medium term, how group can increase its presence in Dubai. What are its market
segment. Creation of centralized deliverables.

In the international markets Which are the right makrts.how can company increase using Asset
light strategy

Next slide

As we have looked at the issues. We have learnt that the following drivers.

Currently only present in Dubai. Smallest segment of the market. Luxury 19%. As data projects.
Essentially there is more growth coming from the other segments.

Unstable occupany rates- Hotel markets in the UAE. Occupancy rate is highly seasonal. This directly
impacts the profitability

Another trend that is consumer class.

3rd slide

On the basis of these aspects. As we have discussed earlier, bucketed our deliverables in the shrot
term medium and long term. Our rational for the say is that we have looked impact and ease and
implementation.

Given that this is action on current properties, this is quick win for Jumeriah group. Needs to primary
focus for the group at the current time.
Do not read out everything
Just 7-8 points

Bundled services 4-5 point

Medium Term

Expanding oru presensce in the Dubai and UAE region will allow Jumeriah to fuel growth in the next
2-5 years. As we are all aware Jumeriah has a strong brand presence in this region. This will allow
quick expansion in the region. Market Gap in the middle luxury major segment. Jumeriah can easlity
expand and capture market share. We should believe Jumeriah should follow the MC category. This
is the Asset Light strageyg. Jumeriah strong brand presence, easy Asset light base to expand rapidly.
Jumeriah can also find out existing standalone prooerties that currently lack the brand presnence
and scale that Jumeriah can bring in. This is how jumeriah can quickly bring under their name and
expand. Investing into new brands- loose market share in to comeptitieors

Speak points

Juemriah will have to build a team which would focus on tempelatie who would focus on a team to
deliver brand in all management contracts.

Speak points

Also speak about why luxury major mostly. Upperscale growth rate high

Only suggesting as it is your strategy

Read vision,mission and documents.

Long term

What is the market

Next wave of growth will come from expanding into global markets. For the same jumeriah group to
target high growing markets. Define a market entry strategy which is capital efficient.

Talk about High growing markets from the map

Start wtih while jumeriah has a presence in Dubai. Relatively unknown brand outside.

China and india fast growing markets. COmeptiion is lesser. Luxury major markets. Jumeriah has two
options. Either MC or building a property from scratch. MC not possible because of lack of brand
presence. Difficult to get a good orperoty. Start building your property in areas. Eventually, like it has
happened in our home ground, it can enter management contracts in long term. Value chain of
nascent mature.

Eventually all this would involve a lot of analysis, this is where we can add a lot of value given that
KPMG has expertise a lot on this phase and we look forward to working with you in the future.
9 major slides. 1 minute per slide.
Write this down and learn it. Team members also. Time it. Learn, learn and learn.
3 peopel on one side. Person speaking introducing Team IPEA from KPMG we specialize in the hotel
servies business. We thank you for giving this opprotuinity to work with your esteemed.