The Holy City of Makkah

Marketing Plan

Prepared for: Dr.Soad Almeshal

Prepared by: Maroua Bouznif, Shadden Almarshed, Jawahir Almudbel

Table of Contents
Company profile. ....................................................................... 3
Vision: .................................................................................................................. 3
Mission: ................................................................................................................ 3
Values: ................................................................................................................. 3

Executive Summary.................................................................... 4
Situation Analysis ...................................................................... 5
1.Internal Environment: ........................................................................................ 5
2.Customer Environment: ..................................................................................... 6
3.External Environment: ....................................................................................... 7
SWOT Analysis ........................................................................ 10
1. SWOT Analysis: .............................................................................................. 10
2. Developing Competitive Advantage: ............................................................ 14
3.Developing a Strategic Focus........................................................................... 15

Marketing Goals and Objectives ................................................ 15

1. Marketing Goals: ............................................................................................ 15
2. Marketing Objectives: .................................................................................. 16
Marketing Strategy Programs (4Ps)............................................. 16
1. Primary Target Market: ................................................................................. 16
2. Place Strategy: ............................................................................................... 17
3. Pricing Strategy: ............................................................................................. 19
4. Distribution / Supply Chain Strategy: .............................................................. 19
5. Promotion (Integrated Communication Strategy): ........................................... 20
Marketing Implementation ....................................................... 20
1. Structural Issues: ........................................................................................... 20
2. Tactical Marketing Activities: .......................................................................... 21
Evaluation and Control. ............................................................ 22
1. Formal Control: ............................................................................................. 22
2. Informal Control: ............................................................................................ 23
3. Implementation Schedule and timeline: .......................................................... 24
4. Marketing Audits: ........................................................................................... 24
Refernces: .............................................................................. 26

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Company profile.

Vision:
Expanding Al-Masjid Al-Haram to be the first Islamic destination to all Muslims regardless of
their geographical and racial prospective.

Mission:
Improving the infrastructure and providing Muslims whether they are domestically or
internationally, with professional services that accomplish high quality life and enhancing
Islamic principles that maintain society well-being.

Values:
1. Islamic principles:
Pilgrimage (Hajj) is the fifth pillar of Islam. It is a duty for a Muslim to perform Pilgrimage
(Hajj) to the House of Allah once in lifetime. Some of pilgrims benefits is the expression of
devotion to Allah, not only by performing rites which need physical efforts, but expressing
deep spiritual devotion to Allah and spending money for His sake. Pilgrimage (Hajj) is also an
annual Muslim-congress, attendeded by Muslims from all over the world.

2. Professionalism and accountability:

Based on the importance Islam lays on ‘excellence in work’, we can say that professionalism
is part of our duty in this world. We (Muslims) are meant to actively participate in all
permissible professions in all walks of life and to excel in everything that we do without
compromising core Islamic values. The Quran teaches us that unless humans can anchor their
work in faith, they are the losers. (Al-Asr 103). We (Muslims) are extremely fortunate by the
mercy of Allah that our efforts are not misdirected. Our efforts are aimed at achieving rewards
in this world and in the hereafter. We are instructed to promote Islamic causes by rendering
services to humanity, by cultivating beneficial knowledge and by nurturing the future leaders
of the Muslim Ummah (nation).

3. Ethic and integrity:

In a world of competition and continuous struggle to achieve progress and prosperity, Muslims
need to remind themselves of Islamic work ethics. They should go back to the Islamic way of
doing things, not necessarily the Muslim way of doing things. They need to go back to the
Sunnah (tradition) of all Prophets to excel in their work and to establish for them a respectable
position in the twenty-first century world. While we can learn important lessons from the people
of developed countries, we must appreciate the importance of ethics in our religion.

4. Diversity and inclusion.

Al-Masjid Al-Haram in Makkah hosts the "circles of knowledge", which provides a unique
opportunity for dialogue between Muslims from different ethnic backgrounds and from all of
the diverse branches of Islam. Central Asians, Indonesians, Malaysians, Indians, Persians,
Egyptians, Turks - Indeed, all those who represent the Ummah (Nation), the worldwide
community of Muslims - come not only to perform the Pilgrimage (Hajj), but also as students
and scholars in search of knowledge. Makkah is a place where Islam renewed and enriched
itself.

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Executive Summary
Makkah is the house of Allah where Muslims from different geographical areas come annually
to perform Pilgrimage (Hajj). It is an extremely religious Islamic city that has a 100% Muslim
population. Therefore, Saudi Arabia is paying a special attention to improve this city with all
modern and urbanized means to facilitate the services of pilgrims. This development and
continuous improvement should be prepared well to attain the goals and objectives of the
marketing plan. Mainly Saudi government aims to expand Al-Masjid Al-Haram and improves
public and private sectors services along with rebuilding the infrastructures of that city. It also
enhances the Islamic principles, ethic and integrity, and finally inclusion and diversity to
increase society well-being.

As it for internal environment, Makkah has got abundance of intangible assets that simply
occupies sacred position in Muslims hearts. Makkah was the first house for the human beings;
the existence of the Al-Masjid Al-Haram and Sacred Places (Al Mashaaer Al Mugaddassah)
where Pilgrimage (Hajj) and 'Umarah are just performed there. Under this respect, Makkah
generates to the kingdom around 32SR billion income from Hajj season which is a good
financial sources. The marketing function has a great importance in Makkah’s organizational
structure which is known for a diverse business structure that has a lot of competitiveness. By
the same token, customer environment is encompassed by two actual and current types of
customers (1) the citizens who already inhabit Makkah and (2) the visitors who annually come
for different purposes. As it for Islamic obligations Non- Muslims are not allowed to enter this
clean sacred place (Makkah). As it for external environment, Makkah is a leading Islamic city
without any competitors. Makkah contributes considerable amount of economic growth that
leads to increase in Kingdom revenues. One of the most political trends is the existence of ISIS
- the most brutal and lethal terrorist in the world- is considered a threat in the region especially
in holy cities like Makkah and Al-Madinah. In addition, technological advancements have
helped to save times, costs, and efforts for Makkah visitors. Finally, Makkah is rich society
with diverse ethnicity and that leads to various sociocultrual changes.

As it for SWOT analysis, Makkah has some strengths like: competitive business environment,
leadership in Islamic (Shrea'a) education, diverse business base, sustainable development in
services, strong networks, transportation, and infrastructure, and Islamic and sacred
brand/image of the holy city. Some weakness are: lack of natural resources, improper
environmental and operational management, rough surface land features, and stiff climate.
Some opportunities are: innovation and emerging knowledge intensive industries, foster
networking and collaboration, economic and investment attraction, and scope to develop a
single religion prospective. Some threats are: global economic uncertainty, governmental
regulations, and different Islamic sects and controversial issues. Then, Makkah's competitive
advantages are the presence of Al-Masjed Al-Haram, manifested signs, the state of tranquility
in Makkah, Hajj and 'Umrah, Islamic antiquity, and amplification of rewards. Finally, the
strategic focuses are on three elements, hospitability market, religious tourism, and economic
development and capital investment .

As it for marketing mix, it targets inhabitants of Makkah whether they are Saudis or Non-
Saudis, Allah's guests, segmentation may depend on income-oriented or geographical-oriented.
As it for place strategy, it cares about building a sustainable city by expanding Al-Masjid Al-
Haram, and improving the infrastructures. It also cares about creating a knowledge based
society. As it for pricing strategy, government allocates a special budget for improving the city

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and private sectors contribute in improving the city as well. As it for distribution, Makkah has
subcontracts with suppliers and service providers that conduct its projects. Finally promotion,
it varies from advertising to public relations to selling persons.

In marketing implementation, there are some structural issues that may hinder the coordination
of the work such as interdependency between the governmental parties, evolution of the
marketing plan which is changeable according to needs, and the separation of high
management level from contractual parties by assigning third parties for auditing. Then, in
tactical marketing activities assist the follow of the work starting from the shared goals and
ethics, centralized marketing structure, making use of HR, resources, and using systems.

As for control it can be formal or informal. When it comes to formal control; it focuses on (1)
inputs control: by overseeing HR departments, financial recourses, and improve R&D
departments. (2)process control: deals with internal communication programs for coordinating
the work and lines of authority structures. (3) output control: by overseeing the results of work
and its professionalism or its deviations. Then as it for informal control, it stems from
employees self-control, social, and cultural control. The common used approach to implement
strategies in Makkah is implementation by command. Finally, marketing audits: by watching
marketing activities validity, its standards, performance, and matrices performance. And then,
evaluation of marketing personnel, and evaluation of customer support systems.

Situation Analysis

1.Internal Environment:
A. review of current objectives, strategy, and performance. (Maroua)***
Saudi government pays special attention to holy city of Makkah. Thus, it attempts to offer the
best services to Allah's guests by facilitating their worships. By the same token, it allocates a
good portion of Saudi budget to carry out some projects such as the expansion of Al-Masjid
Al-Haram. One of the remarkable objectives is the reengineering of Sacred Places (Al Mashaaer
Al Mugaddassah) structures and establish a new bridge for Al-Jamarat. This sustainable
development coming from the fact of catastrophes that annually happens in Hajj season.
Mainly, Saudi government conducts such projects to increase the capacity of Makkah by
accepting more visitors to perform Hajj obligation. It is important to realize that Makkah is
getting improved in the long-run, because most of projects in it copes with developing the
infrastructure by which it takes a long time. Under these circumstances, Makkah suffers from
apparent traffic that decelerates movement of construction work.

B. Ability of resources. (Jawahir)***

Saudi Arabia has an economy based on oil with a strong government control over major
economic activities. It possesses 18% of the world's proven petroleum reserves and it considers
the largest exporter of petroleum. It plays a leading role in OPEC for many years. The petroleum
sector accounts for almost all of Saudi government revenues, and export earnings. Currently
Saudi Arabia consumes all of the natural gas it produces and a quarter of its total oil, and that
demand is growing by eight percent each year. In order to avoid this fate, and maintain the vast
revenue that it earns from exporting oil around the world, Saudi Arabia is embarking on various
renewable energy projects. One of those is a giant solar power plant to be built in the city of
Makkah. The solar plant will cost around $640 million and have a capacity of nearly 100MW.

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The project is intended to meet the growing power demands in the region, and believe that once
up and running it could save the city around $587 million off its annual electricity bill. Beside,
Makkah generates to the kingdom around 32SR billion income from Hajj season. On the other
hand, human recourse is available mainly of foreign workforce although there is a much effort
to Saudize the workforce. Seasonal jobs in every sectors are available during Ramadan and Hajj
season and usually occupied by Saudis.

C. Organizational and culture and structure. (Shaden)***

Makkah is an extremely religious Islamic city that has a 100% Muslim population. It is known
that in Makkah all the good and bad deeds get multiplied that’s why many of individuals try to
do the most good deeds they can possibly do. That has great impact on Makkah’s culture and
structure in many ways. For example most individuals act minding ethical and religious
backgrounds in all their relationship with others. That is also a great motivation for innovation,
when people know that any small thing endured in the benefit of Al-Masjid Al-Haram and for
the help of their fellow brothers and sisters of Islam they do all they can possibly do to make
their efforts accepted and rewarded by Allah in both the current and afterlife. New decision
regarding Makkah & AL Haram area is taken by the Saudi government in a steady long term
planning horizon. It is really important that Makkah remains a historical landmark just as it was
at the period of prophet Mohammed with minimum touches made to keep its sacred religious
status. The marketing function has great importance in Makkah’s organizational structure,
Makkah is known to have a diverse business structure that has a lot of competitiveness involved
with large demand so for that reason every institutions in the industry should find a way to
successfully market its goods and services to the customers to add a competitive advantage
among its peers.

2.Customer Environment: (Maroua)**

Apparently Makkah is the Muslims city where there are two actual and current types of
customers (1) the citizens who already inhabit Makkah and (2) the visitor who annually come
for different purposes. Those two divergent segments share the same goals by which they
admire Makkah for its sacredness and tranquility. Notably, Islam is the major influencer that
motivates Muslims to make a decision of visiting Al Masjid-Al-Haram. Simply the main reason
behind visiting Makkah is Allah worship, therefore, Muslims mainly come to perform
Pilgrimage (Hajj) and 'Umrah plus visiting the famous traits of Makkah in order to remember
Islamic history and their Prophet's struggles in spreading Islam. The visit of Al Masjid-Al-
Haram whether it is domestic or international, is highly depending on seasonality like Hajj and
Ramadan which considered a golden time for visit. As a fact of matter, Muslims need some
arrangements in their way to Makkah, thus, some requirements must be met in order to enter
Makkah. Under this respect, they need several accommodation services: hotels, restaurants,
transportations, and health care services. At the end Islam imposes the visitation to Makkah to
whom financially and physically able. Thus, Makkah offers different expenses and quality
services depending on customers’ income and lifestyle. For example there are VIP, moderate,
low, and basic services offered by different sectors, the selection is on accordance with
customers demand and financial capacity. Then again, Visitation of Makkah increases some
Islamic values and principles in their hearts like fear from Allah and glorifying Him. Finally,
Muslims also seek Allah forgiveness and redemption of all sins and to comply to Allah worship
by doing good deeds and avoid bad deeds. The last issue is that some Muslims do not visit
Makkah for some potential reasons like (1) poverty: Poor Muslims who cannot afford fund to
do the obligation of Hajj are exempt from this obligation. (2) Disobeyers: few Muslims do not

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adhere to Allah instructions, so they do not care about Islamic obligations. (3) Non- Muslims:
by Allah directions this segment is not allowed to visit Makkah at any respect until they convert
to Islam. "O ye believer! The idolaters only are unclean. So let them not come near the
Inviolable Place of Worship after this year'. (4) Physically-ill or sick Muslims: whether they
old- aged or physically weak, they are freed from doing the obligation of Hajj. "Not unto the
weak nor unto the sick nor unto those who cannot find naught to spend is any fault".(5) Under
aged and mentally- ill: By Islam rules, they are not legally competent "There are three whose
actions are not recorded: a lunatic whose mind is deranged till he is restored to consciousness,
and a boy till he reaches puberty". Eventually of the state of those five groups changed to be
aligned and adhered with Islam requirements and goals, they can be a potential customers to
Makkah.

3.External Environment:
A. Competiton (Maroua)**
Makkah is on the top of the hierarchy of Sacred Places (Al Mashaaer Al Mugaddassah),
therefore, figuring out for competitive cities that would exceed Makkah's values is meaningless.
It has generated this special advantage from being the first House to mankind. For the purpose
of sacred virtues the Prophet said: "Do not set out on a journey except for three Mosques i.e.
Al-Masjid Al-Haram, the Mosque of Allah's Messenger, and the Mosque of Al-Aqsa, (Mosque
of Jerusalem)" Under this respect, it is apparent in Islamic traditions that Makkah is "the city
of security" and this distinctive merit is exclusive to it. As it for the traditional minor
competitive cities to Makkah's magnificence is Al-Madinah and than Al-Qdus. Al-Madinah has
some features that increase its significance, the migration of Prophet Mohammed to it when he
was surrounded by hardships in Makkah. It also has the Mosque of Allah's Messenger which is
the second ranked Masjid in Islam. Finally, Al-Qdus where it was a direction prayer to Muslims
before Makkah and it was a holy land for some prophets like Jesus. Finally, the Holy Journey
that Prophet Mohammed travelled by night from Makkah to Farthest mosque in Jerusalem
added value to it.

B. Economic growth and stability ( Shaden)**

Makkah, the capital of all Muslims, is a focal point of Pilgrimage (Hajj) and prayer. It is also
is a center of cultural exchange, of mutual borrowing, and peaceful coexistence of different
groups. Makkah economy has been heavily dependent on the annual pilgrimage. Income
generated from the Hajj, in fact, not only powers of Makkah economy but also has historically
had far reaching effects on the economy of the entire Arabian Peninsula. The income was
generated in a number of ways. One method was taxing the pilgrims. Taxes especially increased
during the Great Depression, and many of these taxes existed as late as 1972. Another way
where Hajj generates income is through providing services to pilgrims. For example, the
Saudi national airline, Saudia, generates 12% of its income from the Pilgrimage (Hajj) season.
Fares paid by pilgrims to reach Makkah by land also generate income; as do hotels and lodging
companies that house them. The city takes in more than $100 million, while the Saudi
government spends about $50 million on services for the Pilgrimage (Hajj). There are some
industries and factories in the city. The few industries operating in Makkah include textiles,
furniture, and utensils. The majority of the economy is service-oriented. Many industries have
been set up in Makkah. The city has grown substantially in the 20th and 21st centuries, as the
convenience and affordability of jet travel has increased the number of pilgrims participating
in the Hajj. Thousands of Saudis are employed year-round to oversee the Hajj and staff the

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hotels and shops that cater to pilgrims; these workers in turn have increased the demand for
housing and services. The city is now ringed by freeways, and contains shopping malls and
skyscrapers.

C. Political trends ( Jawahir)**

Saudi Arabia considers one of the powerful countries in Middle East. It had major positive
influence on current issues of Middle East where conflicts are arisen everywhere in the region.
The existence of ISIS - the most brutal and lethal terrorist in the world- is considered a threat
in the region especially in holy cities like Makkah and Al-Madinah. They threat to destroy
Ka’bah because they believe that people come to Makkah to touch the stone not to worship
Allah. Also, during 2015 Pilgrimage (Hajj) a horrible stampede accident occur in Mina, where
more than 2400 pilgrims died. This tragedy revived, in various parts of the Muslim world, a
previous demand arisen again that management of Pilgrimage (Hajj) should be transferred from
the Saudi government to the Organization of Islamic Cooperation, considering that the
Pilgrimage (Hajj) concerns all Muslim countries and is not limited to the Saudi government.
However, Saudi government comments on the accident that it is beyond human control, not a
lack of security or safety procedure. In addition, Saudi Arabia has announced recently the
formation of an “Islamic military alliance” to combat global terrorism. This includes powerful
military force like Egypt, Pakistan, and Turkey. The aim of alliance is not just fighting the
tourists but also to stop the flow of funds to terrorists and confronting the ideology of extremism
that promotes killing of the innocent people, which is contrary to all religions, particularly the
Islamic faith that appeals to protect the Muslims' souls and properties.

D. Legal and regulatory issues (Shaden)**

The following figure is a visual diagram showing the system of the governmental and non-
governmental sectors working in the field of Hajj and 'Umrah. The Royal Decrees and the
decisions of the honorable Council of Ministers identified the duties and responsibilities
assigned to each of them as well as their work regulations. The relationship between the
Ministry of Hajj and the establishments and companies providing services directly to the Guests
of Allah, including pilgrims, Mu`tamirs, is governed by rules, regulations, the decisions of the
Council of Ministers, and the following Royal Decrees. They identify the tasks and duties
assigned to these companies and establishments. Also, they identify the monitorial and
supervisory role assumed by the Ministry of Hajj on these bodies, and lay down the disciplinary
penalties, which are to be applied to the negligent bodies.

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E. Technological advancements. (Jawahir )**
Technological advancements have helped to save times, costs, and efforts for Makkah visitors.
Customers can reach information about Makkah in few seconds. They can arrange their entire
visit to Makkah using the Internet. Therefore, whether they are looking to apply for Visa
requirements, air tickets, hotels, or arrange for transportations, Saudi government has provided
them with some online facilities that make their life easier. In addition, Technology raises
awareness about ‘Umrah and Hajj process and provides another useful information through
applications that are available to download for mobile devices. Furthermore, Saudi Authorities
make use of recent technology in Makkah: first, they apply the recent technology in the new
expansion of Al- Masjid Al- Haram assisting visitors and monitor the Al-Masjid Al-Haram.
Second, The Ministry of Hajj uses massive number of new technologies to operate the Hajj
process. Third, Saudi Arabian authorities demand that all Muslims who travel to Makkah
to make fingerprint upon arrival that allows the authorities to track all of them and to make sure
that there is no illegal visitors. However, there are many other technologies that should be
introduced in Makkah. For example, creating an online website for visitors of Makkah in almost
every language by which it provides information and maps about hotels, restaurants,
transportations, touristic zones and shops. And above all of that, making some technological
Hajj services available in mobile devices as well. Beside, the use automated tracker to avoid
the crowding of people in each section of Al-Masjid Al-Haram. Another services that produced
by members of guide association help and direct Allah's guests in cases of accidents or
emergency. Therefore, it had better for any visitors to use bracelets by which their identity can
be explicit under any circumstances. Finally, Municipal services of Makkah witness a major
problem within the increase of amount of waste in Holy seasons. Increasingly this phenomenon
endangers the environment; due to lack of using correct technology the general atmosphere is
getting worse. Therefore, government should seek for a new technology to restrict this problem
and make use of all garbage in generating energy. Eventually, technology is changing and
improving every day, thus, Makkah should exploit up to date technology.

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F. Sociocultural trends (Maroua)**
One of the most clear value that sustains till recent age of Makkah history is the compliance
with Islamic seminaries. The quality of these lessons have improved by allocating some corners
just for these studies in several mosques in Makkah. Another development is Online Islamic
lectures that reinforce Muslims principles and values. Finally universities have enhanced efforts
to create Islamic studies covering all Shrea'a aspects especially new issues in contemporary
jurisprudence. In addition, there is dramatic shift in demographic segmentation of Makkah
including: (1) Population structure was pure tribes of Makkah originated inhabitants. The shift
comes from that fact that Islam "and made you into nations and tribes, that you may know one
another". By the same token, tribes in Makkah are associated by international visitors whom
they marry from each other. And that leads to a diverse society who has different cultures and
customs that integrated along with Makkah nations. (2) Lifestyle in Makkah and spending
pattern of family do change to encompass all new cultures that affect Makkah. Some of these
changes include Asian, Persian, Moroccan, Egyptian and Shami cultures that directly affect
foods, housing designs, behaviors, attitudes, and language, customs and traditions. (3) The
impact of commercial activities that leads to an increase in family's income. Many families
have investments in real states by which they rent houses and flats for the annual visitors of
Allah guests. Besides small projects like groceries shops, domestic restaurants, perfumes and
makeup stores, apparel stores, and children toys stores. All those types of investments assist
inhabitants of Makkah to enjoy welfare life. Eventually all above mentioned changes
synchronize with immediate altering in marketing programs (4 Ps). With this intention, there
are some challenges arise from that integration of cultural diversity: (1) the vagueness of culture
dimensions and melting of the original culture of Makkah inhabitants into diversified
communities. That causes a gap and conflict between new and old generations. (2) It also leads
to lobbying around same groups features and exclude the outsiders who are irrelative to that
cell. Eventually, the most prominent ethical issues in Makkah (1) price ceiling where the prices
are too expensive especially at seasonality periods especially transportation. (2) There are some
issues engaging in illegal activities like: stealing properties, abducting kids, and immense
concourse of people. (3) A clear phenomena in Makkah the lack of adherence to domestic
regulations by which some people do not use the trash disposal and that leads to piling of trash
on roads and negatively affected environment. The lack of green practices that protect fresh air
is another big issue that must be taken in account from the government.

SWOT Analysis

1. SWOT Analysis:
A. Strengths: (Maroua) *

1. Competitive business environment.

There are many services sectors in Makkah that range from hotels, restaurants, traveler's
agencies to transportation systems. Each party is trying to provide the best deeds to attract
customers.

2. Leadership in Islamic (Shrea'a) education.

Makkah is the place where prophet Mohammed initiated his Islamic mission by calling for a
new Islamic belief. Later on, many people converted to Islam. After that, Prophet's companions
taught Islamic principles to all successive Muslim generations. Till today, there are famous

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Shiaks who pursue those tasks by teaching Muslims about their religion at Al-Masjid Al-
Haram. In addition, Saudi government has established many Islamic universities like University
of Umm Al-Qura for the same purposes.

3. Diverse business base.

Islam has almost reached people with different identities, race, culture, and lifestyle. Makkah
encompasses all these variations to satisfy all preferences and tastes. One Example, food
industry in Makkah varies and includes many traditional dishes all over the world.

4. Sustainable development in services.

Since the old ages Muslims have continuously improved Makkah. Nowadays, Saudi
government established centers focusing on Makkah's sustainable development that support the
improvement of both public and private sectors.

5. Strong networks, transportation, and infrastructure.

Initially Allah commanded Ibrahim and Ismail to purify Makkah for worship. Since that time
and Muslims take care of Makkah. Recently, Saudi government established Development
Commission of Makkah Al Mukarramah and Mashaaer. There are good efforts of improving
the infrastructure (roads, streets, and tunnels....etc) and providing a reliable transportation
system to carry people to different distention.

6. Islamic and sacred brand/image of the holy city.

Makkah has a magnificent position in all Muslims hearts. Its sacredness comes from Holy
Quran: "Have We not established for them a secure sanctuary (Makkah)". It is also the first
House for people at prophet Ibrahim's era and it was established before Islam presence. In
addition, it has manifested signs: Ka’bah, Maqam Ibrahim, and Safa & Marwa. Therefore,
Muslims visit it to perform Hajj and 'Umrah which are an Islamic obligation.

B. Weaknesses: (Shaden)*

1. lack of natural resources.

"O our Lord! I have made some of my offspring to dwell in a valley without cultivation, by
Thy Sacred House; in order, O our Lord, that they may establish regular Prayer: so fill the hearts
of some among men with love towards them, and feed them with fruits: so that they may give
thanks” in this verse of Quran it was mentioned that Makkah had barely any natural resources
to keep man alive, it was a valley with no water or natural habitat there for it was really hard to
live in.

2. Improper environmental and operational management.

Makkah has been the site of several incidents and failures of crowd control because of the large
numbers of people who come to make the Pilgrimage (Hajj) For example, on 2 July 1990,
Pilgrimage (Hajj) to Makkah ended in tragedy when the ventilation system failed in a crowded
pedestrian tunnel and 1,426 people were either suffocated or trampled to death in a stampede.
On 24 September 2015, 700 pilgrims were killed in a stampede at Mina during stoning ritual at
Jamarat. On 11 September 2015, a crawler crane toppled over onto Al-Masjid Al-Haram a
number of people were killed and many injured. After these incidents there where many
adjustments made to the way Hajj season was managed there has been many operations
implemented for the safety of all visitors of Makkah. Changing the structure of Al-Jamarat
bridge by turning it into an oval shape with many levels is a very good example in minimizing
the crowd and helping with the flow of pilgrims.

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3. Rough surface land features.
Makkah is at an elevation of 277 m (909 ft) above sea level, and approximately 80 km (50 mi)
inland from the Red Sea. Central Makkah lies in a corridor between mountains, which is often
called the "Hollow of Makkah." The area contains the valley of Al Taneem, the Valley of
Bakkah and the valley of Abqar. This mountainous location has defined the contemporary
expansion of the city. The city centers on Al-Masjid Al-Haram area, whose elevation is lower
than most of the city.

4. Stiff climate.
Makkah features a hot desert climate. Like most Saudi Arabian cities, Makkah retains warm to
hot temperatures even in winter. Summer temperatures are extremely hot. Rain usually falls in
Makkah in small amounts.

C. Opportunities:

1. Innovation and emerging knowledge intensive industries.

There have been many ways of innovation in Makkah from a lot of different parties:
Governmental interference, Businessmen, Regular donors, and etcetera. Some examples are
setting Hajj and 'Umrah packages, Travel guides, Massage centers, Restaurants, Shops, Malls,
Coffee Shops, Hotels, & now some consideration of public transportation. Technology should
be well enforced. For example there are live channels that view the Ka’bah at all times and give
you the status of how crowded the Ka’bah is. The digital screens located over every entrance
display the availability of entrance and exit at every gate. The safety of the environment is
extremely important therefore “Green Hajj” is a new implementation that takes care of the
cleanness of all spiritual locations of 'Umrah and Hajj. Garbage’s and recycle bens should be
inserted everywhere. Healthcare is a major priority ambulances should be standing by at every
corner. Also, smoke-free environment in Makkah has been implemented in many dental
campaigns.

2. Foster networking and collaboration.

More than three million Muslims travel to Makkah each year for the Hajj, their traditional
‘journey to the Holy City’. The Saudi authorities go through a lot of efforts to ensure safety
during the Pilgrimage (Hajj). The Saudi Ministry of Health, for instance, uses various methods
to raise awareness, such as installing displays and mobile billboards throughout the city,
distributing leaflets, and messaging on TV. On top of that, 21 hospitals (7,000-bed capacity)
are made available to provide healthcare services, as well as countless ambulances. Together
with trusted partners Barco and Samir Group, the Ministry even set up a dedicated command
center, equipped with a Barco video wall, to monitor all medical services in Makkah (hospitals,
ambulances, paramedics). SL RASCH & ESI have come together to make the Makkah Royal
Hotel Clock Tower. SL RASCH, a German based company & ESI originally started in France
collaborated to make this wonderful clock that is made of a high strength steel structural
skeleton, clad with lightweight ornamented carbon-epoxy sandwich panels. The lightweight
composite claddings and the large hollow-section composite clock hands of the Clock Tower
had to be aerodynamically stable under high wind velocities and pressures. It is the world's
largest clock face and the third tallest building and fourth tallest freestanding structure in the
world. A high speed inter-city rail line (Haramain High Speed Rail Project also known as the
"Western Railway"), is under construction in Saudi Arabia. It will link along 444 kilometres
(276 mi), the Muslim holy cities of Al-Madinah and Makkah via King Abdullah Economic City,
Rabigh, Jeddah and King Abdulaziz International Airport. This rail line is planned to provide

12
a safe and comfortable transport in 320 kilometres per hour (200 mph) electric trains in-turn
reducing the travel time to less than two hours between Makkah and Al-Madinah. It will be
built by a business consortium from Spain.

3. Economic and Investment attraction. (Jawahir)*

Being a destination for almost every Muslims in the world there are many economic and
investment opportunities in Makkah. Current investments and ongoing projects exceeding 35
billion Riyals. These investments include hotels, retails, restaurants, transportations, hospitals
and many other opportunities that provide services for Muslims from all around the world.

4. Scope to develop a single religion prospective.

The unity of Muslims brothers and sisters is obvious in Makkah. It is the only destination where
all Muslims with their differences in languages, nationalities, races, colors and sects are unified.
They wear the same clothes and same colors. There are no differences between the rich and
poor, women and men, Arabs and non-Arabs. All of them are worshipping one Allah and
directed to one direction (Alqeblah-The ka’bah).

D. Threats:

1. Global economic uncertainty.

Recently there is a global uncertain economic backdrop. However, Makkah is a different case
due to its religious significance and the considerable investments Saudi authorities are driving
into Makkah to improve its infrastructure. One of the problems that might arise is that some
investment projects might not be able to meet its deadline due to delay in funds.

2. Governmental regulations.
There are many governmental regulations that face tourists, and investors in Makkah. First,
non-Muslims are not allowed to enter Makkah, and some companies have trained workforce,
or experts that are Non-Muslims, which make it hard to transfer their business. Second, foreign
investors are not allowed to own any properties in Makkah. Lastly, pilgrims are forbidden from
staying in the country after the completion of Pilgrimage (Hajj) and 'Umrah visas are valid only
for 15 days.

3. Different Islamic sects and controversial issues.

Despite the fact that Islam is calling for unity, there are many different Islamic sects. These
differentiations lead to raise certain accidents within Al-Masjid Al-Haram in Makkah. Recently
controversial issues arisen in the region that consider as a threat to Makkah especially during
'Umrah and Hajj season. However, Saudi governments established many programs to make
sure of the security and safety of Makkah visitors

E. Analysis of SWOT Matrix

Strengths Opportunities

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 1. Competitive business environnent .
2. Leadership in Islamic (Shrea'a) education.
3. Diverse business base.
4. Sustainable development in services.
5. Strong networks , transportation, and
infrastructure.
6. Islamic and sacred brand/image of the
holy city.
Weaknesses
1. innovation and emerging knowledge
intensive industries.
2. Foster networking and collaboration.
3. Economic and Investment attraction.
4. Scope to develop a single religion
prospective.
Threats

1. lack of natural resources. 1. Global economic uncertainty.

2. Improper environmental and operational 2. Governmental regulations.
management. 3. Different Islamic sects and
3. Rough surface land features. controversial issues.
4. 4. Stiff climate.

2. Developing Competitive Advantage: (Maroua)*

The holy city of Makkah has got its competitiveness from its Islamic power and sanctity from
Qura'an.

A. The presence of Al-Masjed Al-Haram:

Al-Masjed Al-Haram is one of the most sacred and religious places in the world. Its sacredness
was found even before the emergence of Islam. "Verily, the first House (of worship) appointed
for mankind was that at Bakkah, full of blessing, and a guidance for mankind".

B. Manifested signs:
There are several signs that reveals the originated power of Makkah: Ka’bah is among those
signs " Allah has made the Ka’bah, the Sacred House, an asylum of security and Hajj and
'Umrah for mankind". Beside this, the Holy Black Stone that was revealed from Heaven, it
points the start of Tawaf and the Holy Hills of Safa and Marwa where Hajer walked to bring
water to her baby. As well as this, the Holy Water "Zamzam" which is the most purified water
and a cure for diseases. Finally, the Sacred Places(Al Mashaaer Al Mugaddassah) that Muslims
pass by when they perform Pilgrimage (Hajj).

C. The State of tranquility in Makkah.

Allah has promised Muslims that Makkah is a secure city "Whosoever enters it, he attains
security". Although Makkah lacks some natural resources, but there is no fear of hunger
because Allah " brought fruits of all kinds, a provision from Ourselves". Thus, Allah has
satisfied all needs of Makkah's people" He who has fed them against hunger, and has made
them safe from fear".

D. Pilgrimage (Hajj) and 'Umrah:

These two obligations can just be done in Makkah thus, Muslims visit it for that purposes.

E. Islamic antiquity:
There are many mountains and valleys in Makkah, however, Al-Nour Mountain is the most
important one at least it reminded Muslims with tough times and hardships their prophet spent
in Thwar Cave.

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F. Amplification of Rewards.
It is a unique feature that only attributed to Makkah by encouraging Muslims to pray in Al-
Masjid Al-Haram because one pray there multiplied to 100,000 prayers.

3.Developing a Strategic Focus.

1. Hospitality Market: (Jawahir)***
Makkah hotels are usually fully occupied during Ramadan and Pilgrimage (Hajj) seasons;
therefore this sector represents essential financial sources to Makkah. In a view of that, hotels
variability is range from primary to secondary hotels classification. In reality, primary hotels
include high quality, internationally branded hotels that offer transportation, restaurants, coffee,
shops, and other services. As can be seen, around 23% of hotels in Makkah are above 4 stars,
and 57% between 3 to 2 stars, while the remaining 20% are below 2 stars. On the other hand,
secondary hotels include unbranded, furnished apartment located usually far from Al Masjid
Al-Haram. Usually, the secondary hotels are closed during low season.

2. Religious Tourism: (Maroua) ***

Makkah generally is the Holy Capital in Islamic world and specifically the Sacred Capital in
Saudi Arabia. The importance of religious tourism comes from the fact that it is a major
resource to Saudi Arabia. A document of 2009 statistical revenues show that fund generated
from religious tourism estimated to be 7 million Saudi Riyal. In addition, touristic sector
contributes almost 2.7% from GDP and create over million jobs for Saudis.

3. Economic Development and Capital Investment: (Maroua)***

Saudi Arabia aims to change the strategy of depending on oil sector to other sources like
religious tourism. Increasingly, this sector becomes attractive to investors by which it rapidly
grows lately. It is notable the pace increase in Makkah visitors annually, thus, government has
been preparing for expected demands by investing heavily in infrastructure projects.

Marketing Goals and Objectives

1. Marketing Goals: (Jawahir)**

1. To improve and enhance capacity Al-Masjid Al-Haram for extra prayers.
2. To develop and improve the public and private services sectors to support society
well-being for both inhabitants and visitors of Makkah.
3. To provide the clarity and feasibility of Municipal services by which it increases
the satisfaction of society.
4. To achieve the excellence in engineering of the operations by which it complied
with global standards.
5. To achieve the financial sufficiency for the requirements of strategic planning for
all projects and sustainable development.
6. To provide the accordance of human resources with the requirements of job
descriptions and structures to accomplish the best performance.
7. To provide the utilization of updated and recent technology to fulfill the concept
of smart cities by which it assist public services.

15
2. Marketing Objectives: (Maroua)**
1. To expand Al-Masjid Al-Haram by 750,000 square meter in order to accommodate
more prayers.
2. To handle the traffic in Makkah roads by achieving the project of King Abdullah
for Makkah construction in 6 years.
3. To improve the area of Ajyad that encompasses 14,000 square meter and
constructing a hotel comprises 42 floors plus a mall in 2 years.
4. To increase the capacity of Sacred Places to accommodate 7 million Muslims in
Pilgrimage (Hajj) by exploiting mountains surfaces and providing adequate
transportation and housing services .
5. To execute water desalination project with total production capacity of up to 2.5
million cubic meters per day in the Makkah Region during the next four years by
(GEWD).

Marketing Strategy Programs (4Ps)

1. Primary Target Market: (Shaden)****

1. Inhabitants of Makkah (Permanently):
A. Saudis: are about 4,116,065

B. Non – Saudis: are about 2,798,941

Workforce: Like any Saudi city it has a diverse workforce that is invested in many businesses
for local and foreign costumers.

Scholar: Mostly Saudi scholars who have invested all there time in learning the Quran &
Sunnah (tradition) and teaching it to others.

2. Allah's Guest (Temporarily)

Religion oriented:

Pilgrimage (Hajj)

Number of guests from inside Saudi Arabia 567,876.

Number of guests from outside Saudi Arabia 1,384,941

Umrah:

It is not possible to keep records of the amount of people who do ‘Umrah from inside and
outside Makkah because it is done frequently and all year long.

3. Income oriented:
There are three kinds of income oriented primary target markets: high income, middle income,
and low income. Each category has its own budget in all the Pilgrimage (Hajj) & ‘Umrah
activities. Ranging from 2 to 5 star services like hotel reservations, campaigns, transportation
and more.

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4. Geographic oriented:
A. Arab: From the nearby Gulf & Arab Countries.

B. Persian and Turkish: From Iran & Turkey.

C. African: North African Muslim Countries.

E. Asian: Muslim Asian Countries like Malaysia, Indonisia , Pakistan, India, and Bangladish.

F. Others: Muslims from All around the world.

2. Place Strategy: (Jawahir)****

A. Primary Governmental Strategy:

1. Building a sustainable city:

Al-Masjid Al-Haram expansion:

Saudi Third Expansion of Al-Masjid Al-Haram, which was ordered by King Abdullah bin
Abdulaziz and will be completed during the current era of the Custodian of the Two Holy
Mosques King Salman bin Abdulaziz Al Saud. The expansion includes major components: Al-
Masjid Al-Haram’s main expansion building, the Massaa expansion which has already been
opened and the expansion of the circumambulation path, the external parks, flyovers, stairs,
complex of central services building, services tunnel, security buildings, the hospital,
pedestrian-use tunnels, transportation stations, bridges leading to Al-Masjid Al-Haram, first
ring road surrounding Al-Masjid Al-Haram area, and the infrastructure which includes power
stations, water reservoirs and flood drainage system. The total building area amounts to
1,470,000 sq.m., the area of the expansions will reach 320,00 sq.m. to accommodate 300,000
worshippers while the area of the premises amounts to 175,000 sq.m. to make room for 280,000
worshippers. The bridges and flyovers’ area amounts to 45,000 sq.m. to carry 50,000
worshippers, the area of the services building is 550,000 sq.m. which will accommodate
310,000 worshippers. The area of the eastern stairs will be 263,000 sq. m. that is enough for
150,000 worshippers. The Masaa area was increased by 57,000 sq.m. to accommodate 70,000
worshippers, with the capacity of the mosque increasing from 44,000 person/hour at the
circumambulation path to 118,000 person/hour. The Mataf area was increased by 60,000 sq.m.
to accommodate 90,000 worshippers where the total capacity of the Grand Mosque after
completion of all projects will accommodate 1,850,000 worshippers. This expansion is
considered the largest expansion in history where the latest construction and modern systems
techniques are used.

Infrastructure of roads and rings by Ministry of transportation:

To go along with the expected expansion, the government has work to find a practical solution
to the surrounding densely populated slums. Movement and transportation within Makkah with
its unique topography of mountains and valleys is key to the planning process. Therefore,
during the last eight years, 3,600 dilapidated buildings have been demolished in Makkah in
order to clear up space for a new central pedestrian pathway. The King Abdul Aziz Road Project
measures 3.65 km in length running from the city outskirts to Al-Masjid Al-Haram. The average
width is 320 meters, and the project includes the construction of two roads, a metro line, a grand
mosque and over 200 plots that will house more than 100,000 people.

17
Project of desalination:

General Establishment for Water Desalination (GEWD) is also implementing a projects with a
total production capacity of up to 2.5 million cubic meters per day in the Makkah Region during
the next four years to cover the expansion needs. It include the establishment of two plants, the
first in Jeddah with a production capacity of 400,000 cubic meters, and the second in Rabigh
with a production capacity of 600,000 cubic meters to meet the needs of Makkah, Taif and
Jeddah.

Improvement of Ajyad area:

The Ajyad new project is considered to be among the major development projects adopted by
the Higher Authority to Develop the Central area of Makkah City. A modern residential city
will be built as part of the project including shopping malls and hotel towers designed to service
pilgrims. The project is also aimed to develop the general utilities in the area including
hospitals, schools, civil deference centers, postal services, and others. The project will meet the
demands of the increasing population in the area through a comprehensive development plan
in collaboration with the current landowners. The project will contribute to develop the Holy
City of Makkah through creating an advanced infrastructure in the city. Ajyad provides unique
investment opportunities in a developing area on Ajyad mountain that overlooks Al-Masjid Al-
Haram in Makkah. The project also has a unique view of the north and east sides of the Holy
city. The project is intended at preserving the historical identity of the Holy city through
creating six museums that feature the history of Islam, as well as information centers for
Makkah and Al-Madinah cities.

2. Creating knowledge based society:

Saudi Arabia's ongoing efforts to transform itself into a knowledge-based society have resulted
in a tremendous rise in the number of institutions of higher studies focusing on science and
research. In Makkah region this effort is obvious through Umm Al Qura University input. One
of its recent project is Makkah Techno Valley Company (MTVC) that aims to contribute
effectively in developing a knowledge-based economy in Saudi Arabia through partnership
between educational and research institutions, and business communities. MTVC focuses on
technology localization, development and transfer in order to serve the national economy and
achieve sustainable development. MTVC aims to provide an attractive and stimulating
environment for local and international research and development centers to strengthen
collaboration with the university, develop scientific activities and foster the commercialization
of research and innovation.

3. Positioning and Branding:

As it was mentioned in our SWOT analysis strengths, Makkah has a special place in Muslims'
hearts. That sacred position comes from historical and Islamic considerations. It is the first
house to mankind and prophet Mohammad's hometown. Holy Qura'an has reinforced this
highest prestige of Makkah by mentioning it in some Qura'anic verses. Therefore, it has
occupied a distinctive and superior image by which it becomes the first Islamic brand place.

B. Secondary Private Services Sector Strategy:

It is well-known that the private sector also contributes by improving the infrastructure of the
Holy city. Therefore, here are two common used strategies by that sector:

18
1. Differentiation:
Under this concept, the pricing strategy is profit- oriented and the price is relatively high
comparable to competitors. Usually, it used by high quality services that directed to(niche
target)businessmen classes, VIP, diplomatists, royal family, and high income family. The
majority of those services or products are classified as five-star and luxurious goods. Of course,
the expensive prices are justified by specialty, high quality, and uniqueness.

2. Cost Leadership:
It is the most common used strategy in Makkah because it deals with many segments especially
middle and low classes. Under this respect, the market provides good quality goods but with
low prices. It has been noticed that Makkah is fertilized environment of this strategy. The
abundance of retailers, wholesalers, and others increase the competition among marketers to
offer good reasonable prices to customers.

3. Pricing Strategy: (Maroua)****

Governmental budgeting (non- profits generation):
By the sustainable improvement of the infrastructure, Saudi government specifies a portion of
it budget to develop Makkah. First, the largest portion is allocated for Al-Masjid-Al-Haram
expansion is almost 80 billion SR. Second, the ministry of transportations allocates about
8٫656٫792٫477 SR to reconstruct the roads and rings in Makkah. Third, the project of
desalination stations conducted by National Water Company which costs 800 million SR.
Fourth, the reconstruction and improvement of the Sacred places (Al Mashaaer Al
Mugaddassah) that costs 200 billion SR. Fifth, the project of Ajyad by destroying this area and
construct hotels and a train that cost 60 billion SR.

Private Sector Pricing (Profit generation):

It contributes in improving Makkah, by providing all needed services and products for all
mentioned segments above. Therefore, this sector owned by businessmen is really lucrative and
diverged according to all segments. All pricing strategies can be used to cover the expenditures
by this sector. In addition, the price is conducted depending in many factors such as demand,
quality, income and so on.

4. Distribution / Supply Chain Strategy: (Jawahir)****

A. Distribution channels:
Makkah itself doesn’t need distribution, but the services that are recently provided should be
distributed through different channels across the world based on the characteristic of each
country. Distributing awareness of Makkah services and current expansion through mosques
and Islamic schools and community around the world. While Makkah hospitality should be
distributed through various channels such as travel agencies, social networks, news channels,
and billboards.

B. Supply chain management:

The majority of projects in Makkah are delegated to the most well-known construction
companies such as:

1. The Saudi construction company 'Binladin Group" work on the expansion of Al-
Masjid Al-Haram.
2. The Saudi construction company "Saudi Oger" working on Le-Meridien Towers.

19
 3. The Saudi construction company "Makkah Construction & Development
company".
4. The Saudi company "Nesma and Patners Contracting Co' working on the
infrastructure of King Abdulaziz Road project.
5. The Saudi company "Umm Al Qura for Development & construction Company"
working on King Abdulaziz Road project.
6. The US construction consultancy "Hill International" project- manage the Jabal
Omar development overlooking Al- Masjid Al-Haram in Makkah.
7. The Spanish construction company "Isolux Corsan" working on providing two-line
metro system that will link to the existing Al Mashaaer Al Mugaddassah line that
was built in 2010 to ferry pilgrims between religious sites.

5. Promotion (Integrated Communication Strategy):

1. Advertising:
Makkah is a well-known city worldwide. With new technology and social media up to date
innovated ways have been used to give a closer look of the Ka'bah and Makkah to Non-Muslims
who not fortunate enough to go and see Makkah with their own eyes. Snapchat live vedio’s,
Live TV channels, online websites and 3D Video Applications have helped with advertising
and branding Makkah in direct and indirect ways to any technology user.

2. Public Relations:
All Muslims around the world in deferent countries coordinate together and on governmental
levels in the times of Hajj and ‘Umrah to help those who wish to go to Makkah and do their
religious duties in the best and most easiest way possible by making all information available
online. There are some personal contributions as well like volunteers, Guiders who assist in
coordinating and organizing people, Policemen that help people on location other than the
assigned solders who’s jobs are to make sure all locations are safe and organized.

3. Personal selling:
Domestic & international traveler agencies.

4. Sales promotion:
There are some marketing deals on Pilgrimage (Hajj) and 'Umrah discounted rates for all
facilities that are very attractive to a lot of Makkah visitors. Online ads,TV shows, Islamic
lectures, influential Islamic leaders Preaches (Shiak's) also have a large share in promotion of
Makkah.

Marketing Implementation

1. Structural Issues: (Maroua)

A. Interdependency:
One of the major issues that lead to delay in operations is the interdependence relationship
between the ministries. For example, if the Development Commission of Makkah Al
Mukarramah and Mashaaer plan a project, it needs to request financial sources from ministry
of finance, and that request would go through a long process by a very centralized structure.

20
Thus, the coordination between governmental parties is needed, especially in the presence of
the bureaucratic levels of management.

B. Evolution:
There are continuous changes in Makkah by which it modifies its strategic plan to meet the
external and internal environmental shifts. Some projects that were planned 3 or 4 years have
stopped by a command from financial minster, after the crisis of a crawler crane toppled over
onto Al-Masjid Al-Haram. This catastrophe costs millions of SR compensation to injured and
harmed people in Makkah. Beside, the changes in the infrastructure to increase the efficiency
of the Holy city capacity. Finally, the sustainable improvement in the Sacred places (Al
Mashaaer Al Mugaddassah) to overcome the problems of crowd that lead to people death in
Al-Jamarat bridge.

C. Separation:
Managing Makkah is a very hard task especially with the existence of many responsible
governmental parties and interdependent nature of the work. The issue here is the difficulty of
involvement of the top management in implementation process and delegating this errand to
the middle managers or even to another independent divisions (external auditors).

2. Tactical Marketing Activities: (Jawahir)

A. Shared goals and values:

Follow and committed to ethical standard to benefit all Muslims around the world.

B. Marketing structure:
The marketing structure is centralized through the Development Commission of Makkah Al
Mukarramah and Mashaaer, which plan for Makkah strategy and implement the grand
expansion of Makkah.

C. Systems and process:

Projects are observed through committee that includes members of different authorities or
institutions that are responsible for implementing the plan.

D. Resources:
The precious lands of Makkah are the most valuable resource to Makkah beside an intangible
resource of Islamic spirit. Makkah gain its resource mainly through Hajj and ’Umrah season as
well as the financial support of the government..

E. People (Human resources):

Planning is done by The Development Commission of Makkah Al Mukarramah and Mashaaer,
and there are many projects that are authorized by Municipality of Makkah and Ministry of
Hajj as well as the supervision of Ministry of Finance. Therefore large projects are run through
a collaboration committee between those institutions.

F. Leadership:
In January 2015 King Salman reappointed Prince Khaled Al-Faisal as governor of Makkah
Province that he previously served during 2007-2013. He also appointed as Adviser to the
Custodian of the Two Holy Mosques King Salman bin Abdul Aziz.

21
Evaluation and Control.

1. Formal Control: Shaden)

A. Input controls:
HR: The phrase Makkah is known for a place visited by many people and regarded as the
center of an activity or interest allot of people visit Makkah all year long for Pilgrimage (Hajj)
& ‘Umrah purposes.

Financial: The Makkah economy has been heavily dependent on the annual Pilgrimage
(Hajj). The city takes in more than $100 million, while the Saudi government spends about $50
million on services for the Hajj.

R&D: The Development Commission of Makkah Al Mukarramah and Mashaaer (DCOMM)

was founded in 1421 Hijri, to promote the growth and development mission through preparing
the structural scheme for central region, updating the structural scheme of Makkah Al
Mukarramah, and implementing the grand development projects. The Custodian of the Two
Holy Mosques King Abdullah bin Abdulaziz had announced its launch on Twenty-forth of
Ramadan 1425 Hijri. The development process of Makkah Al Mukarramah and Mashaaer has
gone through different phases, which enabled the Commission to set its strategies and bases for
the planning process of Makkah Al Mukarramah and Mashaaer. The Commission highlighted
the strategic planning, regional and overall scheme of Makkah Al Mukarramah and Al
Mashaaer Al Mugaddassah which the Municipality of the Commission is working on activating
nowadays.

B. Process controls:

Internal communication Programs:

Improving the mechanisms of action is a priority in the Ministry of Hajj. The Ministry of Hajj
contacts pilgrims and visitors directly through a toll-free number from within the Kingdom and
another number for callers from outside the Kingdom so that they can assist, answer inquires,
receive & deal with complaints through observations Centers. An answering group assigned
contained out of staff that speak in four different languages (Arabic, English, Urdu, Hindi) take
care of all the call centers so they could deal with all issues regarding Pilgrimage (Hajj). The
number of communications received by the center since it runs until the end of the Pilgrimage
(Hajj) last year is 125,813 telephone calls totaled, divided into two types, namely inquiries and
complaints, 118 637 calls of inquiries and the number of complaints received and processed are
7,056 complaints.

(Orginizational chart) Lines of authoritystructure :

Higher Management:

His Highness the President of the Commission Prince Khalid bin Faisal bin Abdul Aziz Al
Saud Governor of Makkah Region Chairman of the development of Makkah and the holy sites.

Administrative Staff:

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C. Output controls:
The Custodian of the Two Holy Mosques Institute for Pilgrimage (Hajj) and ‘Umrah Research
at the University of Umm Al Qura initiated a workshop entitled « Hajj and ‘Umrah research
output and its role in the development of services » Organized by the Institute and the
participation of the relevant authorities Guests House of Allah service. The workshop aims to
showing examples of studies and research of the Institute during Ramadan and Hajj seasons
last year, highlighting the most important findings and discussing them with representatives of
the various parties to gain access to scientific recommendations that can be achieved on the
ground. The meetings discussed several topics, including in its opening «Developing translation
software in the Grand Mosque», in the second «Health impact of climate change among the
pilgrims», the third session deals with «Organize pedestrian traffic on the roads leading to the
Mount of Mercy», the fourth session «Toolkit of forms and symbols most effective in the
Prophet's mosque» and discussing the final session «Capacity for Hajj.. Vision for the future.»
Among the participants in the workshop are: the presidency of the Grand Mosque and Prophet's
Mosque, the Emirate of Makkah Region, the Ministry of Interior, the Ministry of Hajj, the
Ministry of Culture and Information, Ministry of Health, the University of Umm Al-Qura , the
General Presidency of Meteorology and Environmental Protection , the Secretariat of the Holy
City, the High Authority to develop Makkah and the holy sites , the High Authority for the
development of Al-Madinah, and the Secretariat of the Al-Madinah area.

2. Informal Control: (Maroua)

A. Employee self-control:
All employees whoever have stake by improving Makkah have high self-controlled because
they work not just to receive a salary at the end of month, but they have internal drivers come
from Islamic virtues. If Muslims have a purified intention, Allah rewards them and increases
their ranking level. Thus, Muslims try to put maximum efforts to serve Allah's House, Makkah,
and pilgrims. And that indicates high level of Islamic commitments and never distracts with
our marketing plan to holy city.

B. Social control:
Islamic community in Makkah shared common Islamic values that complete the humanity and
economy principles. The roles of both professions and accountability increase sincerity and
integrity by which they are rewarded for doing any good deeds as long as it is attached with

23
intention. Islam has found some rules that increase the level of discipline among Muslims.
Whoever does something whether its good or bad there will be a certain consequences to it.
Finally Islam urges Muslim to work collaboratively and professionally so the general
performance of a society would be supporting and perfect.

C. Cultural control:
Almost all Islamic traditions and Arabic rituals emphasize the importance of collaboration and
Islam unity. "And hold fast, all of you together, to the Rope of Allah (i.e. this Qur'an), and be
not divided among yourselves, and remember Allah's Favor on you, for you were enemies one
to another but He joined your hearts together, so that, by His Grace, you became brethren (in
Islamic Faith)". This verse represents the concept of unity and shows what happens if the
Muslims deviate from that unity.

3. Implementation Schedule and timeline: (Maroua)

Implementation by command:
The common used approach to implement strategies in Makkah is implementation by
command. The top organizational hierarchy in governmental parties like Ministry of Hajj, Holy
Makkah Municipality, and Development Commission of Makkah Al Mukarramah and
Mashaaer, delegate all projects to conduct and implement by logistic and construction
companies. Therefore, these companies offer the pricing and time schedule, then the
governmental parties choose the most suitable offer for its budget.

4. Marketing Audits: (Shaden)

1. Marketing activities:
Makkah’s main marketing activity is based on all issues regarding Pilgrimage (Hajj) & ‘Umrah.
The pilgrims of Allah are treated in the best way possible as they left their homes and loved
ones to do one of the pillars of Islam which is Pilgrimage (Hajj) and follow the Sunnah
(tradition) of profit mohammed peace be upon him with doing ‘Umrah. The pricing of all of
The Pilgrimage (Hajj) & ‘Umrah facilities is reasonable, it is easy to reach for most people, the
most expensive factor is the flight ticket if the person’s flying distance is long. Therefore,
discounts were made on flights for the benefit of all who wish to go to Makkah but didn’t have
a chance. All Makkah’s activities are conducted solely from inside the Kingdom. And
competition is among local activities and coordinated with outside agencies.

2. Standard procedures for each marketing activity:

Pilgrimage (Hajj) is a yearly procedure. There are preparations maintained before every
Pilgrimage (Hajj) season and throughout the year many research and development strategies
and Innovation is considered for future implementations. As for ‘Umrah ongoing
implementations are made on a daily basses.

3. Performance standards for each marketing activities:

There are many marketing activities that are handled in Makkah. 146l local Hotels, 855 Tourism
Companies, 67 Bus Companies, 33 Limousine Companies, 70 Aviation Fields, 17 Shipping
Activities, 47 Gifts and Accessories Activities, 5 Ihram Clothing Activities, 60 Translation
Activities, 13 Security Services, 13 Media Services, 5 Supply Activities, 22 Food and Drinking
Activities, 51 Appending Labor Activities, 32 Exhibitions and Conferences Activities, 51
Management and Operation of Hotels Activities, 2 ‘Umrah Agents, and 6 Other Services. They

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all have certain duties to require and costumers to satisfy. The needs of most Pilgrimage (Hajj)
and ‘Umrah pilgrims are quit basic and easy to satisfy due to their little amount of stay and
focus on the religious rituals more than any other perspectives.

4. Performance metrics for each marketing activity:

Profit based activities: Makkah’s Pilgrimage (Hajj) and ‘Umrah activities are very profitable
and are a large part of the kingdoms tourism and economy

Time:

Hajj: Once a year

‘Umrah: All year long and especially in Ramadan.

5. Evaluation of marketing personnel:

I believe the current recruiting selection & retention efforts are consistent with requirements of
the marketing activities. They are extremely patient. They speak multiple languages and are
trained on how to manage people from deferent backgrounds. But they have to be more
experienced in managing crowds and crisis’s that appear with the overflow of people in certain
marketing seasons, and try to innovate for better marketing results.

6. Evaluation of customer support systems:

There should be accurate service materials with an appealing appearance for the costumers in
all the marketing facilities, which are lacked in some customer support systems in Mekkah due
to the dependence on the individual contribution of marketing personals.

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Refernces:
http://www.surah.my/14?l=en

https://en.wikipedia.org/wiki/Makkah#Climate

http://www.theguardian.com/world/2015/sep/13/Makkah-saudi-king-salman-hajj-crane-tragedy

https://en.wikipedia.org/wiki/Makkah_crane_collapse

https://en.wikipedia.org/wiki/Makkah#Climate

http://www.monzerosama.com/?page_id=752

http://www.alminbar.net/malafilmy/hurmatmakkah/1.htm

https://en.wikipedia.org/wiki/Place_branding

http://www.noblequran.com/translation/

https://en.wikipedia.org/wiki/Makkah#Islamic_tradition

http://www.huffpostarabi.com/2015/09/12/story_n_8126318.html

http://www.alriyadh.com/391724

https://www.holymakkah.gov.sa/Static/Pages/VisionAndMessage.aspx

https://ar.m.wikipedia.org/wiki/%D9%85%D9%83%D8%A9

http://www.alsharq.net.sa/2013/01/18/680800

http://www.makkawi.com/Articles/Show.aspx?ID=308

http://www.adm.gov.sa/project

http://daharchives.alhayat.com/issue_archive/Hayat

http://www.hajis.co.uk/hajj-group-packages-2014.asp

http://www.tripadvisor.com/SmartDeals-g293993-Makkah_Makkah_Province-Hotel-Deals.html

http://www.tripadvisor.com/Restaurants-g293993-Makkah_Makkah_Province.html

http://channelfrequency.com/channel-frequency-Makkah-2016/

http://www.ecomena.org/towards-a-green-hajj/

http://www.sds.org.sa/node/281

http://www.barco.com/en/References/2013-07-02---Makkah.aspx

https://en.wikipedia.org/wiki/Abraj_Al_Bait

https://en.wikipedia.org/wiki/Makkah#Transportation

http://www.haj.gov.sa/english/about/Pages/scheme.aspx

https://www.opendemocracy.net/faith-europe_islam/Makkah_3882.jsp

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https://en.wikipedia.org/wiki/Makkah#Economy

https://www.opendemocracy.net/faith-europe_islam/Makkah_3882.jsp

http://muslimcommunityreport.com/2013/03/27/islam-and-professionalism-in-search-of-excellence/

http://muslimcommunityreport.com/2013/03/27/islam-and-professionalism-in-search-of-excellence/

http://www.wikiz.info/islam/principles/Principles.htm

http://www.arabnews.com/saudi-arabia/news/814841

https://ar.wikipedia.org/wiki/%D8%A7%D9%84%D8%B3%D9%8A%D8%A7%D8%AD%D8%A9_
%D9%81%D9%8A_%D8%A7%D9%84%D8%B3%D8%B9%D9%88%D8%AF%D9%8A%D8%A9

http://www.alhaya.ps/arch_page.php?nid=219746

http://www.al-madina.com/node/666045

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