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

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.