Emirates Airline Development and Marketing Plan

Running head: EMIRATES AIRLINE DEVELOPMENT AND MARKETING PLAN
Emirates Airline Development and Marketing Plan
Name of the Student
Name of the University

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EMIRATES AIRLINE DEVELOPMENT AND MARKETING PLAN
Table of Contents
Chapter 1: Introduction....................................................................................................................3
1.1 Background.......................................................................................................................3
1.2 Overview of the Company................................................................................................3
1.3 Problem Statement............................................................................................................5
1.4 Aim. Objectives and Research Questions.........................................................................5
1.5 Research Structure............................................................................................................6
Chapter 2: Literature Review...........................................................................................................8
2.1 Airline Industry......................................................................................................................8
2.2 Environment analysis.............................................................................................................8
2.2.1 Macro environment analysis...........................................................................................8
2.2.2 PEST Analysis................................................................................................................9
2.2.3 SWOT Analysis............................................................................................................12
2.3 Airline Marketing................................................................................................................14
2.4 Marketing planning/strategies of Emirate Airline...............................................................15
Chapter 3: Research Methodology................................................................................................19
3.1 Introduction..........................................................................................................................19
3.2 Research Philosophy............................................................................................................19
3.3 Research Approach..............................................................................................................21
3.4 Research Design..................................................................................................................22

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EMIRATES AIRLINE DEVELOPMENT AND MARKETING PLAN
3.5 Data gathering system..........................................................................................................24
3.6 Data gathering instruments..................................................................................................24
3.7 Sampling strategy and Sample size.....................................................................................24
3.9 Data analysis method...........................................................................................................25
3.10 Research instruments Validity and Reliability Testing.....................................................26
3.12 Legal, social and moral contemplations............................................................................27
3.13 Summary............................................................................................................................28
Chapter 4: Data findings and analysis...........................................................................................29
4.1 Quantitative analysis............................................................................................................29
Chapter 5: Conclusion and Recommendations..............................................................................48
5.1 Conclusion...........................................................................................................................48
5.2 Recommendations................................................................................................................49
References......................................................................................................................................50

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EMIRATES AIRLINE DEVELOPMENT AND MARKETING PLAN
Chapter 1: Introduction
1.1 Background
Airline industry is one of a primary industry in the economy of any country. There have been
increase in competitors in the industry which has created increase in market industry. Various
factors have been affecting airline industry in Australia. These factors have been related to
environmental, political and economic factors which is reducing number of passengers. There
have been various reason that have been affecting airlines industry in Australia (Kotsi &
Michael, 2015). The competition in the airline industry has been increasing with period of time.
Various small companies are focusing in opening their businesses in airline industry. This
research has focused on Emirates Airline in Australia. The development and growth of Emirates
Airline in Australia with a strong marketing plan.
1.2 Overview of the Company
Emirates Airlines was established back in year 1985 by ministry of Dubai. After
establishment of the Company, it focuses on the commercial transportation services in Dubai. It
has been the largest airline in the Middle East with operating 3400 flights every week. It is the
fastest growing international airlines with a growth of around 15%-20% every year (Burghouwt,
2016). Within 20 years of establishment, the Company has reached to more than 73 countries all
around world. The company has been rising in the market with increasing number of flights all
over the world. The Company has a diverse culture with many subsidizers. However, the
company has been facing issues with decrease in number of passengers in the market.

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EMIRATES AIRLINE DEVELOPMENT AND MARKETING PLAN
Table 1: Airline market share
Table 2: Estimated financial revenues

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EMIRATES AIRLINE DEVELOPMENT AND MARKETING PLAN
Table 3: Operating cost of Emirates
Mission Statement
The mission of the Emirates Airline is based on delivering the highest standards of service
quality for supporting business in air transportation industry for achieving enhanced customer
satisfaction by innovation and refinement of service levels. Emirates Airline need to meet
expectations of customers and incorporate to success of Dubai economy (Stephenson, 2014). The
Company has focused on quality of services and not on quantity of services. Emirates has
influenced global airline industry with its quality of services provided to passengers. It focuses
on high standards of quality in every aspect of business.
1.3 Problem Statement
There is a decline in revenue of global carriers with $50 billion in last 10 years. The global
airline industry has been facing issues in their revenue management. Emirates airline has also

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EMIRATES AIRLINE DEVELOPMENT AND MARKETING PLAN
faced a loss of around 28% in their business over last five years. The decrease in number of
passengers has been a main issue for airline industry (De Neufville, Budd & Ison, 2016). Emirate
Airline has faced decline in number of passengers in recent years. Customers have been facing
issues with quality of services in Emirate Airlines. There have been significant issues faced with
customer satisfaction in Emirate Airline. The development and marketing plan of the Emirate
Airline has been discussed in the research. A proper marketing plan will help in enhancing
satisfaction of customers in the market.
1.4 Aim. Objectives and Research Questions
The aim of the research has focused development of Emirate Airline and marketing plan.
Objectives of research are mentioned below:
 To identify the current development and marketing strategies of Emirate Airline in
Australia
 To identify issues faced by Emirate Airline related to development and marketing in
Australia
 To recommend development and marketing plan for Emirate Airline in Australia
Research Question of the research are mentioned below:
 What is the current development and marketing strategies of Emirate Airline in
Australia?
 What issues are faced by Emirate Airline related to development and marketing in
Australia?
 How to ensure development and marketing plan for Emirate Airline in Australia?

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1.5 Research Structure
The research comprises of five chapters which include Introduction, Literature Review, research
methodology, data analysis and conclusion. Chapter one introduces about whole research topic.
This chapter introduces various trends of airline industry across Australia. The current state of
the airline industry in the Australia has been discussed in the chapter.
Chapter two deals with previous literatures and researches related to airline industry. Previous
researchers have helped in maintaining a keen approach in the development of marketing plan.
SWOT and PESTLE analysis have been done in the chapter that helps in analysis internal and
external factors affecting airline industry.
Chapter three discusses about methodology to be followed in the research. Quantitative approach
has been selected in the research. Data collection has been done from primary method using
online questionnaire.
Figure 1: Research Structure
Chapter 1: Introduction
Chapter 2: LIterature Review
Chapter 3: Research Methodology
Chapter 4: Data analysis
Chapter 5: Conclusion