Market Segmentation Emirates airline has to retain and enhance the market share and it can dominate the market for the airline. These services to passengers can make this airline, the top airline of the world and it will get the attention of its clients.
Sincethe trade has been favorable for the company as these affirmations have opened up the Emirates to the whole world. The on ground services should be enhanced and improved and the food items should be enhanced, which can palate the taste of its travelers.
Implement Strategic As Mintzberg, Ahlstrand and Lampel the implement strategic is going to using after the marketing plan, it should be evaluated. Success criteria of deploying a system to allow passenger to use their mobile phones for communication, it is increasing market penetration.
Exceptional level of personal services including a gourmet and wines provided by specially trained multi-lingual cabin crews are the other value addition for this product. Emirates airline marketing analysis Development Strategy The company has now expanded its airline service into various international destinations.
Long seat reclines to Emirates airline marketing analysis fully horizontal couch and TV wide screen. Among the options considered there is scope to introduce low-cost subsidiary of Emirates Airlines. The Challenges The company has been going through incredibly challenging times such as rising fuel prices, weak demands and increase in government taxes.
The airline enjoys its strong brand reputation and it becomes the leader in aviation industry because of its excellence in service and rapid growth. It also offers cheaper rates for its flights to Dubai. The company has maintained its social and cultural diversity by offering its airline services to various societies, religions and traditions who are all interacting at one place.
First Class Private Suites The first class private suites is a new product of Emirate airline, it can be measured the success of the product. The carrier is expected to use Airbus A or a Boeing on lease basis for the first few years prior to acquiring ownership status.
The government of Dubai is the owner of Emirates Group and this airline is the subsidiary of this group. As Dubai is a hub for international business travelers, this is time to improve new product to provide for top-level business executives.
Return of Investment The airline is providing facilities to its passengers and it also invest huge amount over the services and convenience of its travelers.
This airline operates over flights on the domestic and international destinations per week. However, the firm has high capability to expand its competencies and capabilities into other market areas that the resource based view approach is estimated as the most suitable one.
The low cost has flexibility fare that is one reason why some people is switching cost to them. The airline heavily promotes Dubai as a destination, offering reduced hotel rates as well as insight to event like the Dubai shopping Festival that hope to attract more travelers to the city.
Diversification is a strategy, where business sells new services to new market segment. The company should focus on the restructuring of mature market segment and also increase the use of present passengers.
Marketing Objectives Emirates airline has to develop its market in different sectors and it also needs to start different flights on the new destinations of emerging economies.
It is more precarious strategy because of limited experience on particular new market areas Lee and Carter, The company has created a strong brand name as a leader in the aviation industry more specifically because of its rapid growth and service excellence.
Therefore, Emirates Airlines must decide how to respond this threat posed to the large expatriate market in UAE. It is known to be the largest airline of the Middle East that operates flights per week. The centre point of Dubai has become extremely important; because of it hardly two points on the globe where it is not logical or possible to use Dubai and connecting point, and it usually a good direct route.
Quantitative measurement of this product would be number of booking or occupancy. The airline also offers the award winning service including lounge access and baggage allowance up to 40 kg for its business class passengers. The airline is a subsidiary of Emirates Group which is completely owned by the Government of Dubai.
The company offers the intangible service to its passengers and offers different service like hotel, car rental, holiday packages, and other services on the ground and in the air. Price Emirates Airline operates its flights for different destinations and it has different classes.
The airline has developed its services to different international destinations to enhance its business and earn more money from the transportation of the passengers.
Product development, Product Extension Etc.The success of Emirates Airline is also attributing to the generic strategies which include focus-leadership strategy. It can be said that the strategy of Emirates Airlines is a good strategy and it enables the company to provide total commitment and support organizational operations.
Emirates have repositioned its market by formulating a global marketing strategy that represents its customers as globalists.
The company launched a global multimedia campaign named as” Hello Tomorrow” that aims to position the airline as enabler of global connectivity and significant experiences. PURPOSE The purpose of the assignment is to analyze the marketing strategy of Emirates Airlines. Other Marketing Strategies h.
SWOT Analysis i. Conclusion MACRO ENVIRONMENT ANALYSIS ECONOMIC FORCES For airline industry, demand for travel depends enormously on economic conditions. Pride, Elliot, Rundle-Thiele. The brandguide table above concludes the Emirates SWOT analysis along with its marketing and brand parameters.
Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.
The Group consists of Dnata, the successful Airport Ground Services and Travel Industry division, Emirates Airline. Emirates Airline is considered one of the most highly regarded Airline companies in Asia and also in the world.
The company was established in with two leased aircraft from a rudimentary airport. Emirates Airlines be supposed to slightly spread from current marketing objectives to obtain the low cost airline market share and to retain its customer base of UAE expatriate market.
This can be done launching new subsidiary to cater budget airline market.Download