International Marketing Management | Emirates Group

INTERNATIONAL MARKETING 0
EMIRATES GROUP
INTERNATIONAL MARKETING MANAGEMENT

INTERNATIONAL MARKETING 1
Contents
Executive summary..................................................................................................................2
Introduction..............................................................................................................................3
Marketing process and STP....................................................................................................5
Critical Market evaluation of the organization.....................................................................8
Product:.................................................................................................................................8
Price:......................................................................................................................................9
Promotion:...........................................................................................................................10
Place:....................................................................................................................................11
People...................................................................................................................................12
Process:................................................................................................................................13
Physical Evidence:..............................................................................................................13
PESTEL analysis....................................................................................................................14
Political Factors:.................................................................................................................14
Economic Factors:..............................................................................................................15
Social and Cultural Factors:..............................................................................................16
Technological Factors........................................................................................................17
Environmental Factors:.....................................................................................................17
Legal Factors:.....................................................................................................................18
Product Life Cycle Model......................................................................................................19
Introduction Stage:.............................................................................................................19
Growth and Maturity Stage:.............................................................................................19
Decline Stage:......................................................................................................................20
Conclusion...............................................................................................................................20
References...............................................................................................................................23

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Executive summary
We live in a modern world that has many languages and wide variety of cultures. The
dynamics of business in global level provides a framework and an approach to analyse the
environmental and cultural characteristics. Globalization is the process by which different
nation integrates and enhances themselves by exchanging products, goods and services. This
has created many opportunities for the brands that are interested to venture in international
market.
International marketing is the process of marketing capabilities and marketing orientation that
are built to create the flow of the company’s goods and services for the customers or users
outside the nation. Marketing process in global level requires in identifying the needs and
demands of the consumer ( Cateora, et al., 2011). In this way the company is trying for
the expansion of their marketplace. It consists of an overall marketing strategy for
advertising, selling, promoting the product in a global scale. Revolutionary changes in
innovations and technologies creates a mechanism that indicates the growth of a business
worldwide. Economic environment of a nation also plays a crucial role in knowing the
business of a particular nation (Brown, 2013). This involves the careful evaluation of the
products and services of a firm that is going to be marketed worldwide.
The Emirates group is one of the fast growing and globally recognized organization in
aviation sector. The company is starting to enhance their work in travel and tourism. Dnata
and Emirates airlines are the agent in ground handling at Dubai. Other businesses which get
help from them are Dnata Travel Services, Emirates Airport services, Emirates Holidays,
Emirates Sky Cargo, Skywards, Wolgan Valley Resort and Spa, Emirates Engineering,
Congress Solutions International, Alpha flight Group Limited and Emirates IT(Mercator).

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The growth in aviation sector benefits the global economy and promotes international
business and tourism. The UAE government also plays an important role in the success of the
aviation industry (AG Reporter, 2012). It has been noticed that the government is open for
competition and are focussing on the link and the growth in undeserved markets.
Furthermore, company is trying to expand their business in favourable locations of Asia,
Africa and Europe (Alshubaily, 2017).
In recent years it can be observed that the company is facing issues regarding marketing,
which hinders their growth in global market. Marketing report of an organization deals with
the overall needs of customers, shareholder and business partners. Since the marketing
strategies can never be stagnant due to various factors. There is a constant need to change the
concept and adapt to trends that are going all around the globe.
The report focusses on an international organization, Emirates group. Its marketing strategies
in order to enter into the international market. The overall marketing and management of the
organization in a global marketplace. Furthermore, there will be a critical study of various
elements of marketing models which will highlight the current status of the company.
The analysis has been done with the vision of getting the information of Emirates group and
have a critical study of marketing models which enhances the growth of the company
overseas. The main objective of this report is to analyse the current issues in marketing that
the company is facing and provide a better insight for solving these issues.
Introduction
Global aviation industry provides their services worldwide and has been considered as an
integral part in creating global economy. The industry holds major economic force that work
on both operations and tourism. Aviation industry is considered among the diverse sectors
that support a wide variety of ancillary businesses, travel services and cargo (Boyd, 2012).

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One of the biggest world’s aviation hub is Emirates Airline, was founded on 1985, Dubai,
UAE (Bakar, 2016). It started as two aircrafts i.e. Airbus 3000 B4 and Boeing 737, and
now is considered in among globally recognized airlines. It is a subsidiary of a Dubai based
giant group i.e. Emirates. The company is considered among 4th largest in aviation industry
(Bakar, 2016). The industry’s main activity is to provide the commercial aviation services.
The sole ownership of the group has been given to UAE government (Emirates, 2019).
Emirates airline provides services of in-flight entertainment systems that includes business,
first and economy classes. Company mainly focuses on the business and middle-class people
and tend to overlook lower class which reflects their high-rated service. They pay high prices
for their advertising and development. Due to the excess demand in travel and tourism
service, the company gained some advantage by providing amenities to their customers
(Cowling, 2013). Emirates try their best to create perfect experience for their consumers and
is still making efforts to improve by providing new offers and setting on fair prices. They also
value their customers by listening to their complaints and try to fix it (Kerr, 2019).
As the statistics suggested, airline flies over 60 countries and more than 100 destinations.
Currently, it has 130 airlines that flies in Dubai and consists of more than 37 million
passengers that travelled by Emirates (Graham & Dobruszkes, 2019). The company’s
vision is to create high standards of quality in every area of business with the idea of meeting
the expectations of their customers.
The report here focuses on the management and the marketing strategies of the Emirates
group. Furthermore, there will be classification of the corporate strategies, their vision and
the marketing ideas that are required to build and promote the company for international
business. The main objective of the report is to analyse the previous mistakes of the company
in international market and find out the key solutions that can enhance the growth in overseas

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market. The marketing analysis will be further evaluated by acknowledging the political,
economic, social, environmental and legal factors through PESTLE analysis.
Marketing process and STP
Emirates airline seems determined in offering high quality and value for money services. The
goal of the company is to focus on maximising the company’s return on capital, to be diverse
by balancing the earning streams of the group and to take full advantage of the company’s
competencies in the international market (Gulf News, 2018).
In process of international marketing the company focusses on their customers, their
marketing environment, selling, promotional policies, advertising, distribution channel
selection and development. The company is investing in creating a best in class
infrastructure to build a backbone for the diverse economy. The ambition of the Emirates is to
develop Dubai into a global hub for development and innovation ( Surugiu & Surugiu,
2015).
The marketing strategy involves in creating a diverse mix of advertising all around the globe
by touching the key points in the given time. Media coverage in terms of round table
sessions and investment in communication plans from sponsored events to print media, the
company is promoting themselves in every area. To create a brand image the Emirates group
also sponsors the famous club in football ‘Manchester City’ (Fadi, 2017). This influences
the consumers and create an awareness about the brand making the company recognizable in
aviation industry worldwide.
Emirates strengthens their global network by connecting through world and offering a quality
experience in aviation industry to 83 countries, 155 destinations and six continents (Bailey ,
et al., 2019).