Introduction Dubai has invested heavily in infrastructure for aid and has effectively become the charity capital of the Middle East. Political stability and the ruling bargains are attributed to the success in trading (Davidson, 2008). Marketing is the main focus in successfully running an enterprise. One has to believe passionately in the supplied products and their high quality which has the ability to satisfy the customers. The nature of the product must be in consideration of what customers want and are ready to pay for. The idea of building a great product calls for attention to all the details that the customers always care about. Presenting a strong brand or product offers concrete confidence to the customers leading to high prices and higher demands. Strategic aspects of marketing The concepts of marketing revolve around a complete comprehension of what people want and providing it at their desired prices. It also refers to the aspect of targeting whereby an organization has to strategically choose the customers that it can satisfy. Positioning is also another factor in marketing where one designs a product or service wanted by customers and which cannot be available elsewhere; this helps in building and enhancing one’s reputation (Trump, 2006). It is of great importance to ensure that marketing is incorporated with advertising, pricing and promoting, distributing and involving other marketing programs. This is started off by people, targeting and positioning. Competition There is a stiff competitive environment today which is characterized by intense, widespread competition, fast changing technologies and ever more informed customers who search for deals on the internet. Similar competition is seen in festivals held in Dubai where Malaysia Mega Sale Carnival is a major competitor offering similar activities and promotions. In these situations, therefore well developed strategies and well implemented tactics are necessary to ensure success. Customers and their perceptions These are the perceived values that are viewed in a very practical way as the maximum amount that the customer or the prospective customer will comfortably pay for your product. It can be estimated and measured in monetary terms and it is expected to vary across customers depending on their needs and priorities which are referred to as the market segments. Perceived value is manageable with both strategy and tactics. Therefore, the higher the perceived value of the product or service, the higher the sales, profits and cash flow (Boermeester, 2007). Perceived value is affected by everything done in marketing including all the decisions, actions and responsibilities. The process of marketing influences the management of the perceived values. This requires understanding of the competitive environment, target markets, position products and services, building strong brands, satisfying the customers, setting of the prices, development of advertising, organizing sales effort, arranging distribution, forecasting of results and motivating other people involved (Dasgupta, 2006). Conclusion Marketing consists of both strategy and tactics. It has over time moved from tactical decisions to both strategic and tactical decisions. It is of paramount importance to understand the customers’ needs and percept