Introduction UAE’s property sector has been recording tremendous growth over the years. The growth is attributable to high demand for residential and commercial housing units. The demand is based on the growing population who need buildings for shelter and execution of commercial activities. Clearly, the demand ration for residential and commercial housing units remains proportional in most towns in UAE. This shows that demand for both commercial and residential property is increasing at an alarming rate. According to most empirical studies, UAE has never recorded immense growth in construction sector as evident in this century. The growth and high demand for housing units has made competition to become stiff in the sector since every industry player wants to capture the market share and earn more returns. The stiff competition is greatly affecting pioneering corporations such as Emaar Properties. This requires companies that operate in the sector to develop viable strategies to counter competition and ensure that they remain in operation. This paper gives a comprehensive study of the UAE property sector where Emaar is the company adopted as a comparative institution under study. The paper focuses on its key competitors where Deyaar, Adyner and Nakheel PSSC have been selected to aid the study. It also covers background information of the Emaar Company and how competition is treated as a performance strategy. Emaar Company Emaar Properties is a renowned construction company that is based in the UAE. The company operates in the building and construction industry where it focuses its potentials on building commercial and residential houses. Since its inception in the year 1997, the company has grown from an in-house service provider to a leading construction corporation 1 . Its performance has also been positive over the years. This is apparent in its annual reports that show growth in profitability every year. Its profitability index currently stands at $ 493 million. Similarly, the company’s strong asset base gives a clear picture of how well it has grown. The exemplary performance that it has always recorded is attributable to its effective operating strategies and development of quality housing units. Its units are attractive since they are spacious, built with quality fittings and furnishings. These potentials give it a leverage advantage in the industry as compared to its competitors. High quality housing units that the corporation builds has enabled it to be the most competitive company in the industry. The company now boasts of having over 14,000 housing units in UAE as compared to its competitors. Its growth has sparked immense hostility between the industry players. The hostility has made housing providers to be great rivals as they compete to capture the market. Every company wants to gain competitiveness and to benefit from the competitive advantage. They are also keen in enhancing their growth and expansion that is necessary for sustainability. Although the Emaar Company is well established in the market, competition from its rivals may affect its growth 2 , because all the companies including potential new entrants are competing for the same customers. This will require the companies to build on their strengths to enable them provide quality-housing units that suit the needs of customers. Discussion of the company’s competitors (Deyaar, Adyner, Nakheel PSSC) and competitors’ pe