This article discusses the marketing management of Emirates Airlines, including its corporate objectives, overview, marketing orientation concepts, core marketing strategy, strengths and weaknesses, and achieving corporate objectives through high-quality services.
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MARKETING MANAGEMENT1 Corporate Objective Corporate objectives are essential to the strategic planning of enhancing performance. The top-level management of the company generally frames these objectives and they provide the direction for setting thorough objectives for the key useful activities of the company (Keay, 2011). Overview of Emirates Airlines The emirate is an airline grounded in Dubai, UAE. The airline is a part of the Emirates Group, which is owned by the Dubai's government. The emirate is the biggest airline of the Middle East, managing around 3,000 flights every week from its center at the International Airport of Dubai to around 140 cities in 81 countries (Emirates, 2018). Emirates Sky Cargo undertakes cargo activities. The Emirate was established in 1985. The corporate objective of Emirate is to offer high standard services every day to its customers (Sky Journey, 2015). Marketing Orientation Concept of Emirates Airlines Production Concept Accordingtotheproductionconcept,peoplechooseproductswithlesscostand manufactured in mass quantity. Production concept does not focus on the consumer needs and only concentrate on the production. Hence, this concept offers benefits at the time when the demand for the product is more. Emirates Airlines does not support production concept because it gives major importance to its customers and offers the best facilities to them. For example- Online Check- Emirates Airlines offer 48-hour facility of check-in-system to its consumers, which allow them to have a look at the flights 48 hours before they reach the
MARKETING MANAGEMENT2 airport (Emirates, 2018). Besides this, it offers E-boarding passes to the consumers, which work same as general boarding passes. Marketing Concept The key purpose of marketing concept is to meet the wants and needs of the consumers. This concept is focused towards attracting consumers and keeping long-term bond with them, which offer long-term profits to the business. Emirates Airlines is following this concept as it frames its services and marketing campaigns to maintain relations with its customers. For example- Emirates has initiated a frequent flyer programme for its loyal consumers, in this, it offers exclusive reward programmes, which are business rewards (Emirates, 2018). Business reward- It is planned particularly for the businesses that make use of Emirates for their travel needs. Through this programme, the companiesget incentiveswhen their workforces travel by getting reward points. Selling Concept In the selling concept, the key focus is on the company's profit by comprising sales and distribution of the product. As per this concept, the customer remains loyal to the product until the company is putting its selling efforts. Emirate does not follow this concept because it is a well-known business in the industry in terms of its offerings. Core Marketing Strategy of Emirates Airlines Product Emirate is constantly concentrating on providing advanced technology and excellent quality services to its consumers.
MARKETING MANAGEMENT3 Price Emirate concentrates on the strategy of premium pricing in which it charges high prices from the customers to offer luxurious services. Place There is 122 branches of the Emirate apart from United States of Arab that offer excellent facilities to the consumers. Besides this, it also has its own website that is consist of nine diverse languages that helps in targeting different nationalities. Promotion For promotion, Emirate has initiated a campaign that is competitive in nature with the slogan "Fly Emirates. Keep Discovering." The mission behind this campaign is to maintain its leading position as worldwide leader in the industry (Bhasin, 2017). Strength and Weaknesses of Marketing Strategy Strength Emirate marketing strategy is majorly concentrating on the expectations and need of the consumer in regards to the product quality. Due to this company is able to evaluate the needs of the consumer and accordingly changes the strategy of its products for serving the consumer. Weaknesses As per the premium price strategy of the Emirate, the prices of the tickets are very high due to which many customers cannot afford it. It should understand that the competition in the aviation industry is increasing due to which it needs to consider changes in the pricing strategy.
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MARKETING MANAGEMENT4 How Corporative objective will be achieved The luxurious and high quality services provided by the Emirate and constant innovations in the offerings will support company in attaining its corporate objective of offering high standard services every day.
MARKETING MANAGEMENT5 References Bhasin, H. (2017).Marketing mix of Emirates airlines – Emirates marketing mix. Retrieved fromhttps://www.marketing91.com/marketing-mix-of-emirates-airlines/ Emirates. (2018).About us. Retrieved fromhttps://www.emirates.com/english/about-us/ Emirates. (2018).Emirates extends online check-in to 48 hours before departure. Retrieved fromhttps://www.emirates.com/media-centre/emirates-extends-online-check-in-to- 48-hours-before-departure Emirates. (2018).Make the most of every Mile with Emirates Skywards. Retrieved from https://www.emirates.com/in/english/skywards/about/skywards.aspx Keay, A.R. (2011).The Corporate Objective1sted. U.K: Edward Elgar Publishing. SkyJourney.(2015).Vision,MissionandValuesofEmirates.Retrievedfrom http://skyjourneys.blogspot.com/2015/11/vision-mission-and-values-of-emirates.html