Bahrain Bay: Building

Customer Relations for the

Future
Marketing 901 Case Study

Bahrain Bay: What? Where?

A multi-billion dollar investment of a

mix of commercial, residential and
retail units all set around the

Q1. What are Bahrain Bays four

foundational philosophies, and how might
they be used as marketing tools?

Focusing on scale and aesthetics,

Social equity,
Community fabric,
Tomorrows environment.

Q2. What would you see as being

Bahrain Bays mission?

Q3. What is the MIPIM, and why was it

important for Bahrain Bay to target its
potential customers, investors,
developers and retailers?
An annual trade show publicizing global
real-estate agencies and showcasing new
projects with units for sale.
It provides an excellent networking
opportunity and deal-closings for
investors, hospitality professionals, other
real-estate professionals and clients.

Q4. Why might the kingdom of Bahrain

be an attractive location for overseas
investors?
Geographically:
In a hotspot connecting Africa, the Middle-East
and Asia.
Directly connected to KSA via King Fahds
bridge [1].
Financially: A major financial hub, with over than
300 banks, 80 of which are members of the
Bahrains Association of Banks [2].

Q4. Why might the kingdom of Bahrain

be an attractive location for overseas
investors?
Economically/Financial Freedom:
Bahrain is experiencing a booming economy
with several billion dollar projects currently
under development or finalized. Examples:
Bahrain Investment Wharf, Bahrain Financial
Harbour, Bahrain City Centre, Amwaj Islands.
Bahrain ranks #1 in Africa and the MiddleEast with its free economy and #10 globally
[3,4].

Q4. Why might the kingdom of Bahrain

be an attractive location for overseas
investors?
Economically/Financial Freedom:
Reduction of customs duties in 2000 [5].
Liberalization of the
telecommunications sector and
establishment of the TRA in 2001 [6].
.
Establishment of the BFX
in 2010 [5].

Q5. What are Bahrains closest

competitors for inward foreign
investment?
Inward foreign investment is the
injection of funds from external
parties into a region, in order to
purchase capital goods (lands,
properties, etc)

Q5. What are Bahrains closest

competitors for inward foreign
investment?
Competitors include:
Bahrain City Center,
Bahrain Financial Harbour,
Durrat Al Bahrain,
Amwaj Islands.

Q6. What part of the marketing mix is

related to the football sponsorship, and
what function does it perform?

References

[1]
[2]
[3]
[4]
[5]
[6]

www.kfca.com.sa
www.banksbahrain.org
www.heritage.org
www.wsj.com
www.bahrainedb.com
www.tra.org.bh