Business Strategy

Our key strategy to achieving “Vision 2010” will be “growth”. Growth will be our mindset, our architecture, in this era of virtually unlimited opportunities. No business sector is too mature for growth. No market is a hundred percent penetrated so as to deter entry by new, more competitive players. We will be wired not merely for growth, but with profitability and capital efficiency. We do not regard growth as a straight line shooting up, uninterrupted. The journey to the top is not for the faint-hearted. Emaar will need leaders and people with the courage and stamina to ride the rough with the smooth.

On the ground, the first step of our growth strategy will be to formalize a direction – Emaar as one of the world’s most valuable companies – and to pursue its ruthless execution. The second element of this strategy is business segmentation. To be the most valuable company in the world beyond real estate, we have to create business clusters functioning as different growth engines. These growth engines will grow concurrently, converging into a single entity in 2010 as one of the world’s most valuable companies, “The Emaar Group PJSC”.