Emirates Airline Marketing Plan: Mission, Financials, and Market Overview

The text is about the marketing plan of Emirates airline, the national carrier of Dubai, United Arab Emirates. The marketing plan is divided into nine main parts, including mission statement, financial summary, market overview, key market segment, competitors’ analysis, SWOT, Assumption, Marketing objective, marketing strategy, and implementation. The report aims to provide an analysis of the airline’s internal and external examinations and its marketing objectives and strategies.Emirates airline’s mission is to provide the highest level of service quality and achieve complete customer satisfaction through innovation and refinement of service standards. Its vision is to be the best in everything it undertakes and to contribute to the success of Dubai. The company’s mission statement outlines three key elements: maintaining high standards of service, ensuring security and safety, and making ongoing advancements.  

Sanilka Milaksha Weerapurage 30/03/2023
STRATEGIC MARKETING PLAN OF EMIRATES AIRLINES
Table of contents
1. EXECUTIVE SUMMARY
2. MISSION STATEMENT
3. FINANCIAL SUMMARY
4. MARKET OVERVIEW
5. PRODUCT SERVICE AUDIT
6. KEY MARKET SEGMENTS
7. COMPETITOR ANALYSIS
8. SWOT ANALYSIS
9. PORTFOLIO ANALYSIS OF SWOT
10. ASSUMPTIONS
11. MARKETING OBJECTIVES
12. MARKETING STRATEGY
13. TIMEFRAME IMPLEMENTATION
14. CONCLUSION
15. REFERENCE LIST
1. EXECUTIVE SUMMARY
As stated by Routes Emirates airline is the national carrier of the government of
Dubai, United Arab Emirates. It was established by the Dubaigovernment. Emirates began
flying out of Dubai on 25th October 1985. The airline began commercial operations with two
leased aircraft, a Boeing 737 and an Airbus 300B4.
This assignment of marketing plan is divided into nine main parts, mission statement,
financial summary, market overview, key market segment, competitors’ analysis, SWOT,
Assumption, Marketing objective, marketing strategy, implementation. As a result of
reading this marketing plan, the reader will be able to learn about the airline's internal and
external examinations. Additionally, the report will analyze a section on marketing
objectives that highlights Emirates' strategy to achieve its objectives. This report will also
analyze the marketing strategy section of the report, where a positioning strategy of

Emirates will be illustrated. The tactical A proper control and evaluation section,
which measures Emirates airline's marketing performance.
2. MISSION STATEMENT
As stated by Emirates its aim is providing the highest level of service quality to support
business in the air transportation industry and achieving complete customer satisfaction
through innovation and refinement of service standards is Emirates airline's mission.
In addition, as mention by Emirates Airline the vision of Emirates airline is to be the best in
everything it undertakes, to meet the expectations of customers profitably, to contribute to
the success of Dubai incorporated, and to make the city the new global aviation center of
the 21st century.
The Company's mission statement provides an outline of three key elements:
 Maintaining high standards of service
 Ensure security and safety
 Make ongoing advancements
Maintain a high service standard:
Emirates aims to establish itself as a global brand immediately. To uphold an international
standard, it adheres to fundamental safety precautions, provides modern services, and
maintains a consistent level of service quality.
Ensure security and safety.
Emirates aims to create a transparent and safe environment for all company stakeholders
(customers, staff and employees). They always prioritize open communication between
parties and oppose illegal activity of any kind.

Make ongoing advancements:
Emirates continuously improves its operations. They regularly solicit updates and criticism
from both customers and workers. It is important to train, teach, and review customers to
make necessary adjustments.
Since taking those steps to improve its aviation industry, Emirates airlines aim for quality,
not quantity. As a result of Emirates' commitment to the highest standards of quality in
every aspect of its business, Emirates is now able to influence the travel and tourism
industry globally.Its objective is to position Emirates airline as a global airline and the carrier
of choice throughout the Gulf countries, the Middle East and beyond.
3. FINANCIAL SUMMARY
The Dubai-based Emirates Group reported a sizable profit for the first six months of its fiscal
year 2022–2023. The group claims that it made a net profit of AED 42. billion ($1.2 billion),
or over the course of six months. The airline's impressive post-pandemic recovery is
demonstrated by the 20 million passengers it handled during the first half, a 228% rise year
over year.
When the United Arab Emirates closed its borders during the height of the COVID-19
outbreak, the entire Emirates fleet was grounded just over two and a half years ago. The
airline firm now expects to continue bringing its operations back to pre-pandemic levels
over the upcoming months after making a successful recovery (The Emirates Group,2021).
4. MARKET OVERVIEW
Anything that can be provided to a market for attention, acquisition, usage, or consumption
that might satisfy a want or need" is the definition of a product. Both tangible and
immaterial commodities and services are included in this (Kotler,P. & Gray Armstrong 2008).
Emirates Airline has been chosen as the subject of a thorough examination for this project.

5. PRODUCT SERVICE AUDIT
Emirates Airline focuses on offering the best service possible in the sector. However, it
overlooks the fact that the customer is seeking more than simply quality during this process.
The modern consumer seeks both quality and cost. The customer will not be interested if
these two things are missing together. The target audience for this marketing plan is those
who consider Emirates to be "just" a posh airline. Telling them that Emirates is open to
everyone is necessary. The difficulty, though, is that it must be careful not to alter the way
that its current consumers currently feel about Emirates during this marketing effort. They
will lose them if this occurs.
According to another report, it is also among the airlines and companies with the fastest
global growth rates (Scoop, 2009). With a quick increase in the number of destinations, it
presently operates in 60 countries around the world (Emirates, 2009). The airline ranks first,
second, or third in important markets like the UAE, UK, Germany, and France,
demonstrating the brand's unprecedented level of recognition throughout the world
(Emirates, 2009). It will undoubtedly be extremely illuminating and educational to examine
the marketing approach of such a sizable firm.
6. KEY MARKET SEGMENTS
Kotler and Armstrong (2010) describe market segmentation as the process of segmenting
the market into smaller groups with varying demands, characteristics, or behaviors that may
require different marketing strategies and mixes. Market targeting refers to the process of
assessing the desirability of each market segment and selecting one or more to enter.
 Statistical
The market should be divided into segments based on factors including age, gender, family
size, family life cycle, income, occupation, education, religion, race, generation, and
nationality. The most common foundation for client group segmentation are demographic
characteristics (Page 218 of Kotler and Armstrong, 2010).

 Age
The age of Emirates customers is not a restriction. Because different criteria apply to
customers according on their ages, Emirates divides its clientele into age groups. Infants,
children, and adults are the three age groups that the airline has divided (Emirates
Group,2021).
 Infants 0-1 years
- Infants in a bassinet or on the lap of a parent receive tickets at a discount off the full
adult rate.
- Babies younger than seven days old are only permitted to travel if it is necessary for
emergency medical reasons.
 Children in car seats (6-36 months)
- When a separate seat is purchased for the child, children in car seats between the
ages of 6 and 36 months are permitted to board. Nonetheless, until the aircraft
reaches cruising altitude, the kid must be held and restrained by the adult during
takeoff and landing.
 Children 2-11 years
- Children that travel in separate seats the standard fare will be discounted.
 Adults
- Tickets for adults will be consider from 12 years old onwards
 Gender
- Both genders – female and male have access to Emirates airline services
There is no limitation for families, as long as the traveler be able to pay the ticket cost and
has the legal situation for travelling, they can use Emirates airline services.

 Geographic
- "A corporation may choose to operate in one or a small number of geographic
locations or to operate worldwide while taking into account regional variances in
needs and preferences." The majority of visitors to Dubai come from the Middle
East, Africa, western nations, and Asia Pacific (Kolter & Armstrong, 2010).
According to emirates each year 14 million people visits Dubai. In addition, most of the
visitors are business man comes to Dubai for business purposes.
 Targeting
According to (Kotler and Armstrong, 2010, p 215) targeting is the process of assessing the
attractiveness of each market sector and choosing one or more to enter.
 Suggested Target Market
Improving in geographic segmentation:
- Emirates can have greater potential in America and Europe, because of greater
number of countries in these Continent with high class population. As Emirates
supports average cost carrier, this growth of high class in America and Europe can
provide a huge market potential for this airline to improve.
7. COMPETITOR ANALYSIS
Emirates has improved its service quality to the point where it surpasses all
competitors. This was to distinguish itself, accomplish its goals, and compete with major
airlines like Air France. As a result, Emirates was the first airline to provide personal video
screens in each of the three classes, to offer private suites, and to install onboard showers
According to Jammoul The website's "Emirates" begins an extremely aggressive marketing
campaign in an effort to rival Air France at home.

Emirates" offers nonstop service to over 130 destinations, including Lyon. While flying with
Air France, a customer who wants to book a ticket from Lyon to Dubai or any other foreign
destination must stop in Paris, wait in the airport, and pay more. The customer will have to
spend a lot of money and time on this.
Due to its wide range of effective services, Emirates has stronger competitive advantages
and offers its consumers more value.
8. SWOT ANALYSIS
Strengths Weaknesses Opportunities Threats
Ideal geographical
location providing a
half way stop between
the west and
eastern continents
Limited to long haul
operations due to
geographical
distance
Signed global
marketing
sponsorship with ATP
Tennis
Increasing
competition in the
middle east from
Qatar and Saudi
Arabian Airlines
Low labour costs
because of taxation
rules in the UAE
Long flight times Growing market in
Asia as their middle
class continues
to grow
Potential uncertainty
of the global economy
due to tensions in the
middle east
Top global brand with
strong reputation in
customer service and
value
Labour policies in
Dubai are globally
scrutinized
Global tourism rates
growing rapidly
Effectively manages the
needs of their
customer base using
technology
Rising fuel costs More efficient aircraft
such as the A380 NEO
and 777X about to be
released

Highly modern and
efficient aircraft fleet
Receives uninviting
welcomes from
other airlines in
Europe and North
America
Dubai becoming a
more recognized
tourist location
9. PORTFOLIO SUMMARY OF SWOT
SWOT analysis of Emirates airlines concludes by showing that the airline has both strengths
and weaknesses. Most of the weakness mentioned can be resolved by adding new services
to the airline. There are also different opportunities in order to develop the airline to
another level by differencing it from the other airlines.
10. ASSUMPTIONS
 Emirate airlines in the number one world leading airline
 Provide different type of services
11. MARKETING OBJECTIVES
Increase customer loyalty by awarding the customer with prices or free travel tickets when
accumulating point with its loyalty card of the company. Because people tent to buy brand
that make them good. When this happened, people are more likely to spend more time and
money with the brand.
12. MARKETING STRATEGY
The main idea of the updated marketing strategy will be to target middle and higher
income groups. There will be a minimal level of service provided to them. It will be

challenging to ensure that Emirates' position in the minds of consumers does not change as
a result of the revised marketing strategy. As a result of Emirates' efforts to cater to the
middle and higher middle classes of society, we need to ensure that the upper class of
society does not stop using Emirates (Kander, 2008).
According to Kander, the marketing strategy will focus on instilling a vacationing culture
among the target markets.People are becoming less and less interested in traveling to other
countries for vacations as a result of the credit crunch and tight incomes. In order to attract
people and motivate them to visit other countries, Emirates has developed an advertising
campaign. Therefore, the rates it offers for June, July, August, November and December
must be among the most competitive in the industry.
Due to the fact that people get off during these months, they prefer to take vacations during
these months. Different deals will be offered which include visa, transportation, and hotel
expenses all in one. A lump sum amount will have to be paidby the customers and they can
enjoy their vacations for a specific period of time (Kander,2008)
13. TIMEFRAME IMPLEMENTATION
As stated by Emirates it has been announced by Emirates that it will add to its global
operations the restart of services to for additionally destinations, including Bali (1 May),
London Stansted (1 August), Rio de Janeiro (2 November), and lastly Buenos Aires (2
November). In addition, the airline announced that the services it will be operating also to
Nigeria, Singapore and Mauritius in order to demand its market and by continuing to expand
its global network to increase its travel demand.
14. CONCLUSION

In conclusion this marketing plan describe the strategic ways of Emirate airline on how it can
potentially increase its network worldwide and how it can develop its customer loyalty by
increasing its travelers.
Emirates has a promising future because they plan to keep investing in customer service
technologies and upgrading their fleet to even more fuel-efficient models like the 777X and
A380 NEO. They are also a component of Asia's growing middle class, which will increase
demand for travel. Because globalisation is accelerating, Emirates will seize this chance and
expand its North American flight schedule.
15. REFERENCE LIST
Demir, R. (2014, April 2).
Slide Share.Retrieved from MRO Trends
Summary: http://www.slideshare.net/reyyandemir/aviation-industry-and-mro-sector-trends
Emirates group (2021) Annual Report. Available at:
https://c.ekstatic.net/ecl/documents/annual-report/2021-2022.pdf (Accessed: 18/12/2022)
Kander, J., (2008) The Importance of Market Research
Kotler, P. & Gray Armstrong (2008) Principles of Marketing. Twelfth Edition. Prentice Hill.
Jammoul, A. (2013, December). The Strategic Diagnosis: Emirates Airlines .
The Strategic Diagnosis.
Routes (2023) Available at: https://www.routesonline.com/airlines/3475/emirates/about/
(Accessed: 20/03/2023
Safi, A. (2011). Analysis of Luxury Airline Emirates Airways and Competitors .
Faculty of Economics, 6
The Emirates Group (2023) Available at:
https://www.emirates.com/uk/english/about-us/safety/
The Emirates Group (2023) Available at: https://www.emirates.com/uk/english/about-us/
(Accessed: 20/03/2023).
The Emirates Group (2023) Available at:
https://www.emirates.com/media-centre/emirates-ramps-up-global-operations-with-
restart-of-services-to-four-destinations/ Accessed: 21/03/2023).